Effective Marketing on LinkedIn

Effective Marketing on LinkedIn

Marketing on LinkedIn can be expensive and for that reason, many business owners and agencies disregard the social media platform when creating their online marketing strategies. However, we have found that LinkedIn can end up generating your lowest cost per lead, even if the click costs are higher. When you understand the different campaign types and how they work together, you can create a highly targeted, optimized campaign that can transcend industries on LinkedIn. Here are four tips:

  1. Utilize the Different Campaign Types
    We use a two-fold approach to reach our target audience on LinkedIn. We aim to show up in a user’s feed and in their messages. Creating this dual visibility allows us to present a concise message in feed ads, and then expand that message with more tailored specifics in the message ad. It also works to familiarize the user with your brand. Providing two touchpoint opportunities can increase click and lead rates.
  2. Remarketing with the Insights Tag
    In addition to having multiple campaign types, it’s important to have different targeting segments as well. Once the LinkedIn insights tag is installed correctly on your website, you can use your website data to create custom audiences and remarket to your website visitors on LinkedIn. When used in conjunction with a Google Ads and Facebook Ads remarketing campaign, you can follow your remarketing audiences across all major websites and social media apps.
  3. Use the Lead Gen Feature
    LinkedIn’s lead generation feature works exactly like Facebook’s. Users will not have to leave the LinkedIn website or app to send you their information. Typically, this streamlined approach will result in higher lead rates.
  4. Learn from your Results
    When you set and forget a campaign on LinkedIn your results will never be optimized. Analyzing your results week over week and month over month to adjust your audience segments are essential to any campaign growth. In addition to the targeting, creative should also be constantly updated. You don’t want to use the same ad text for months. Find what is working and use that as a road map to create something fresh and new.

Our experience using LinkedIn ads spans several industries. Our most recent launch in the education field was able to outpace competitors in such a way that LinkedIn reps asked us what our strategy was. The above outlines the basic plan you can start with to hopefully enjoy similar results.

How and Why to Claim, Create and Control your Google Knowledge Panel

Valuable Online Real Estate Available for FREE

Google users are noticing more and more knowledge panels when searching for their favorite artists, writers or companies. What’s a knowledge panel? It is the expanded section on the right-hand side of the Google result, and over the past year, Google is showing the knowledge panel more frequently. The knowledge panel is made up of a collection of aggregated information (dates, names, biographical details, net worths, popular songs, etc) found on 3rd party sites.

Knowledge Panel Getting Stronger

Google released the Knowledge Panel, aka KP, in 2012, but has been showing it more and more in SERPs over the past year. It is now one of the most valuable pieces of internet real estate a person or business can control, especially when using it in conjunction with a reputation management/building campaign. Here are the two steps to claim and make changes to a Google Knowledge Panel. 

Claiming a Google Knowledge Panel

Claiming a KP is done through a verification process and can take anywhere from a few days to a few weeks. Google requires a valid governmental ID and proof of control for the social media accounts related to the person or business cited in the existing generated Knowledge Panel. FYI – a panel can not be CREATED, only CLAIMED. It must already be created by the Google Algorithm and then claimed through Google’s required process. Information from Google about how to claim an existing KP is available here

Verifying a Google Knowledge Panel

Once verified, changing information can also be an unfamiliar process since no information can be directly edited and changed instantly. Changing the information is done through a ‘suggest an edit’ submission by the verified Google account that controls that knowledge panel. All edits submitted (that can or will be approved) have to be cited elsewhere on the internet from a 3rd party source, much like the Wikipedia process of editing information on a verified page. Items that are available to change using this process are shown below.

Information that is editable in the Google Knowledge Panel

You Can Count On… Clutch Ratings & Reviews

OptFirst Internet Marketing – A Firm That Delivers!

At OptFirst, we specialize in integrated search marketing. We’ve found that search is one of the highest converting media opportunities for possible marketing spends.

Specifically, we put companies in front of the consumers by organic, paid and local search, as well as through Google Shopping, Re-Marketing, Facebook Ads, and Google/Bing maps. Research finds that whether a business decides to use paid and/or organic search to increase their online visibility is an important part of their overall marketing strategy. If a client doesn’t want to miss out on valuable opportunities, they need a partner agency that looks critically at the customer journey and has strong technical knowledge.

We’re always looking for new opportunities to grow and share our unique knowledge. In this light, we’re very excited to announce our most recent partnership with Clutch – a Washington DC-based ratings and reviews site that shows distinguished companies in different fields, including search marketing. Optfirst is listed 4th in their list of Top SEO companies in Miami.

For each firm on the site, there is an intensive research process. Chief among the factors taken into consideration are Clutch’s conversations with clients. In interview-style phone calls, clients are prompted to discuss the services they received, the results of the engagement, and other relevant aspects of the collaboration. Clutch has reached out to our clients to get an overall sense of our services and to ultimately determine if we truly deliver. We’re proud to say that of the 14 reviews published to our profile, we’ve received an overall 4.9-star rating!

Our clients have voiced their opinion of our work, and their feedback has been highly positive! For one client, we provided SEO services and PPC maximization, as well as website improvements and continued maintenance. Some of the changes include blog posts and the creation of a new payment system. We’re proud that this client was satisfied with the outcomes of the collaboration:

“Optfirst has exponentially increased traffic to many websites, in some cases raising conversion rates by 100% in just 2 years. Their robust metrics-reporting tool and customer service are second to none in the industry. Scalable to meet the needs of any sized company makes their team a great partner to grow with.”

The search marketing industry is always evolving, and here at OptFirst, we’re always trying to stay ahead of our competitors. We build websites that not only look great but also perform. Thanks to Clutch, we hope to engage new clients and improve their bottom lines through our unique search marketing practices!

AMP Impacts Organic and Paid Campaigns

AMP appears to have a larger impact than originally thought. Here is how it looks to impact organic and paid campaigns

SEO

Early 2016 Google announced that mobile pages that featured certain technologies, like AMP, would get preferential organic search positions in their mobile index results. – article here: Wired – Fast Loading Tech– Google announced later in 2016 that the mobile-first update would roll out in the first quarter of 2017. The short version is that Google is deleting their original, ‘desktop’ index and only using their newer, mobile index. The mobile index is the only index that will be used to index BOTH mobile and desktop results. What your site warrants to rank on mobile it will rank for both.– The target was Q1 of 2017 but announced a delay and that it will be rolled out throughout 2017 – article here: mobile-first delay article.

AdWords

On May 23rd Google announced that they will AMP their results and charge 50-60% of the CPC for Advertisers using AMP landing pages in their AdWords campaign.

In order to accommodate the mass need for business owners and advertisers to build AMP websites and landing pages we recently launched the beta version of our AMP page builder.

What Happened To My Google Rankings? The Answer is AMP Mobile Sites PLUS Google Rolled Out the Mobile Index Update

Did you just Google your core business keyphrases this morning and are thinking, “What Happened To My Google Rankings?” The answer is a combination of the creation of AMP Mobile Sites PLUS Google’s Mobile Search Index just rolled out.

As I write this blog post I’m thinking of the millions of business owners whose rankings will drop as a result of this update. The very same business owners who were told, at one time or another over the past 7 years, they should re-create their business website on WordPress. All of the data they were presented with made sense; the updating technology, ease of use, compatibility with other platforms, mobile responsiveness, that it was built using open source (as they thought to themselves…Whatever that Means!@#\!) and so on.

The challenge is now WordPress does not have a plugin or core update to easily create an AMP site from an existing WordPress site. This difficulty to convert “pages and archives” to the new AMP criteria (cited on WordPress here). This leaves millions of businesses on the WordPress platform at risk of losing their hard-earned Google rankings.

If you are reading this blog then Google just fully released AMP preferential treatment and has switched over to their mobile-first index. Here is a background on all the facts:

1. The story starts to make sense when Google first stated that AMP results will go ahead of non-AMP pages on mobile (cited in Wired here).
2. It was first thought that Google would run two separate indexes, desktop, and mobile (cited in Search Engine Land here).
3. On September 27th AMP results started showing on desktop. The news about their being 2 separate indexes didn’t seem to make sense since Google was showing AMP results on desktop. It made sense that this was a test for the big update to come, one index with mobile-first results (cited in Search Engine Land here).
4. Just this past Friday, November 4th,  it was confirmed when Google announced there will be one index, with mobile criteria leading the ranking criteria (cited in Mashable here).

Learning and watching large players in an industry is important to learn how trends will move. When eBay announced it was AMPing their entire mobile site anyone not paying attention was doomed to be left behind. eBay first figured out the importance of AMP and then announced its intention to AMP their site on July 4th of 2016 (cited in Search Engine Land here). AMP was first announced for news outlets and posts on WordPress but the initiative by eBay made it clear that this was going to be a technology suitable and preferred across all types of businesses and industries. The first reported AMP use on eBay was mid-October and still being tweaked at the date of this article showing the challenges of even the best development teams with the faster but newer AMP code.

On the WordPress platform it is also challenging and we ran into many obstacles using recommended plugins. The way we AMPed our own site is we created a separate AMP website and forwarded amp.optfirst.com and then configured the required forwarding, viewing and tagging. Creating a separate site that is AMP validated is an intense but worthwhile process. It can lead to a mobile version 4X faster of any mobile or responsive website.

To check if a website is AMP’ed or has an AMP version you can install the verified AMP Validator available here.

To learn about all the benefits of Accelerated Mobile Page, code elements and requirements you can view the Official AMP project site here.

5 Reasons We’re So Amped About AMP

As we all know, Google’s Accelerated Mobile Pages (AMPs) are kinda huge deal for anyone that has a website that people view on a mobile device, i.e. everyone. The AMP framework basically strips away many of the unnecessary web page elements that slows down the mobile experience making it much faster for users. For anyone that hasn’t heard about the roll-out of this user-friendly mobile experience, here are the top reasons why we’re so excited about AMP.

1) It’s super fast – about 15% to 85% faster on mobile. Since it strips down the code to only the essentials, it’s able to showcase websites much more quickly. This is a huge win for anyone that has short attention span.

2) Google is a big fan – Google historically favors websites that optimize user experiences – especially for mobile – which is great for search engine optimization (SEO) rankings.

3) They’re noticeable – AMP sites have a small gray lightning bolt so people will know that your website is the one to click on and bypass your competitors.

4) Will help you get and keep visitors on your page – when over 50% of people are using mobile to search for products/services, it’s best to have the most mobile optimized site and since bounce rates can be as high as 58% for websites that take up to ten seconds to load – you’re bound to get more page views.

5) Last but certainly not least – while Google doesn’t explicitly say that it’ll reward AMP websites with higher rankings, when you look at the other advantages, i.e. fast speeds and optimized user experience, it’s easy to see how being an early adopter will be beneficial for not only mobile, but overall organic rankings.

With all these benefits to AMP-ing up a website, it’s no wonder we’re getting tons of requests from our clients to AMP up their current website!!