In this issue ...
If you’ve gained a bachelor's degree in accounting from studying for an online accounting degree and you’ve had the experience working for some of the top firms in the country, you may feel it’s time to head off to offer your own freelance accounting services. If you have your own clients but you’re looking to fill your time with more by advertising your website, you may want to consider some of the following ways that are known to provide top results.
1. Pay Per Click Advertising
One of the easiest ways of advertising your online accountancy services is to pay for Pay Per Click Advertising (PPC). You may have already seen thousands of advertisements on a variety of websites you’ve used in the past, and most of these websites display PPC advertisements from platforms such as Google. Google Adwords offers this exact service and it’s the most popular choice for businesses to get on the map and get new clients with PPC marketing. It can be expensive, but a bigger budget will give you more chance of landing bigger clients – so it could be well worth the investment.
2. Social Media Advertising
Social media advertising is a great way to promote your business for free. All you have to do is build a page with a good audience and you’ll be able to advertise your services to them regularly. You could take advantage of social media advertising campaigns to promote your page, but that could prove to be costly and might not provide any instant rewards.
3. Organic Traffic
If you have a bit more patience it could be worth your while to hire a Search Engine Optimisation (SEO) professional. An SEO professional will market your website for the search engines and target specific keywords such as “accountants from Maryville University”. Once the SEO experts target such keywords, your website will come up first in the search engines when someone types in those keywords. It can be a very expensive marketing option, depending on the skills of the expert you hire, but it could be worth it if you land a big client.
4. Advertise on Accountancy Blogs
If the above methods don’t suit you could always get in contact with blog owners directly to see if you can come up with a partnership. You could either pay them a set amount per month to advertise your services or you could give them $50 for every client they direct to you. This could be one of the more cost-effective solutions, but you will need to spend time looking for websites that are worth advertising on.
Depending on your investment and how serious you are about getting your name out there will determine how successful any of the above methods are for you. If you have a lot of money to spend on advertising you’ll find that it’s not hard to get new clients, and you have to remember that as soon as you land a few big clients you’ll likely not have to advertise anymore as you will get more clients from word of mouth.
2017 is going to be another game-changing year for social media marketing. The first quarter of the New Year had come to an end and we can see that social media marketing is changing the rules of the games with every passing day. The increasing trend of ‘live streaming videos’ is one of the many prominent changes that become visible in the year 2017.
But there are more to offer by social media to the users. Let’s check them out one by one:
- The Use Of Live Streaming Videos Will Rise
Nothing beats YouTube when it comes to video sharing. It is still the top contender in terms of a number of video content being uploaded and viewed every day. But since, smartphones came into the market, through social media platforms, people have started capturing live events and share it on their social media.
Twitter’s Periscope, Facebook Live and Instagram Stories along with Snapchat stories are being used for the live streaming. These platforms are giving massive opportunities to the businesses to present their services in more creative and timely manner.
- Chatbots Will Rule
Chatbots are creating quite a buzz this year, chatbot is a service powered by the rules and artificial intelligence. These days chatbots are embedded within Facebook Messenger. Though, it was an idea that chatbots were made to add entertainment value in chat services. They are now being used to improve the customer experience by communicating with the users for better services. We are going to witness businesses going to take advantage to establish a strong relationship with their customers.
- More Expiring Social Content
Social media platforms are now letting social content expire. Snapchat currently has 150 million daily active users with the concept of short-lived content in the web. Similarly, Instagram also came up with the feature Instagram stories.
By looking at the competition between these platforms, we will witness the usage of both in digital marketing.
- There Will Be Mergers Of Social Media Platforms
There have been quite a lot of big mergers of social media platforms; Facebook bought WhatsApp, Instagram, and Oculus Rift whereas, Twitter acquired Periscope. Recently, tech giant, Microsoft paid $27 Billion to buy the professional networking site, LinkedIn.
In 2017, it is expected to see more acquisitions of tech and social startups. For marketers, it is advisable to look out for these consolidations as it is going to affect the performance of social media channels that you will choose to distribute your content.
- It Will Be Hard To Get Organic Social Traffic
This is certainly going to be the biggest challenge for all the website and WordPress owners. Social media marketers will see the increasing difficulties in gaining organic traffic.
There was a time when it was easy to get the traffic on Facebook or Twitter but now the tactics are getting obsolete, and social media networks have changed their algorithms. Until and unless you don’t pay for the ads. Marketers need to drive organic traffic to their sites through SEO to Email Marketing.
- There Will Be An Increase In Use of Augmented & Virtual Reality on Social Platforms
Augmented and Virtual Reality has already taken over the tech gadgets, games, and social apps so far, successfully. In 2017, most probably we are likely to see Facebook run the AR application in the social media family as Snapchat is already using AR filters. This feature will allow the users to try on different faces and masks while sharing a live video-delivery which will be the first ever social media AR shift in the social media family.
- There Will Be More Personalised Content
Personalised content helps marketers to understand the demands and choices of its consumers. More people are becoming less appreciative with traditional advertising and favouring the personalised and relevant content and advertising.
The only reason is that relevant content helps consumers to recall a brand and prompts them to interactive with the brand or company personally turning themselves into a loyal customer of the brand.
- There Will Be More Active Social Influencers
Influencers are used to create credibility and trust within their audience. From fashion, food to the tech industry, everyone has activated their influencers.
According to the Google Trends, there has been a decline of interest in print advertising over the past two years, while influencer marketing continues to gain prominence.
This is the main reason that 84% of the marketers today are looking forward to using at least one influencer in their marketing campaigns in future.
2017 hasn’t ended yet, some of the things are already happening and some things are in the pipeline to be released very soon. These predictions totally came out to be true by making 2017 the best year for the Social Media Marketing.
Joseph Carey is a Social Media Consultant, SEO Expert, and a Blogger. Apart from online marketing and blogging, he also renders his services for essay help. To know more about him, you need to connect with him on Google Plus.
Constructing a cohesive Pay Per Click (PPC) campaign more challenging than it looks. Although it’s an intuitive and easy-to-use platform, Google AdWords still has a number of quirks that can go unnoticed by most beginners.
I was fortunate to have taken an AdWords intensive course with Perry Marshall back in 2013. He along with a handful of other PPC experts like Mike Rhodes unveiled these quirks while underscoring why most marketers fail with PPC advertising.
And while the AdWords platform has greatly evolved over the last four years, everything I’ve learned remains relevant. So in this elaborated PPC 101 syllabus, I touch on a few of those quirks while providing five important tips for AdWords beginners.
1. Create Highly-Focused Ad Groups
One of the biggest mistakes that new PPC advertisers make involves the organisation of ad groups. While each “campaign” is a general category, each ad group should be a very tight and focused grouping of related keywords. Too much overlap in keywords (or too few of ad groups to cover one length list of keywords,) will result in inefficiencies.
Think of this way: the ads you deliver are on an ad group basis. To ensure your ads are as relevant as possible, it’s vital to organise ad groups based on highly-focused groupings. This will help increase CTRs all while increasing qualities scores and overall cost-efficiency.
2. Avoid Broad Match Bidding
There are a number of keyword match types, or ways in which you bid on specific keyword queries in AdWords. Among the different match types is the most general of them all: broad match.
Broad match is infamously broad. Google provides the following example to provide insight:
Example keyword: women's hats
Example search: buy ladies hats
Here’s another great example that I to use:
Example keyword: red waggon
Example search: burgundy Subaru Outback waggon
Because broad match by itself is so broad, as a rule of thumb I advise never to use this empty form of keyword bidding. I have a theory that Google has made broad match so incredibly broad that it results in unaware advertisers to burn through their ad spend way more aggressively than intended. Whether or not that’s true, I suggest sticking with more precise bidding strategies that use exact match, phrase match and modified broad match.
3. Split-Test Many Ads at Once
When setting up your campaigns, be sure to adjust your Ad Rotation settings, which is found under the Advanced Settings option. Here you’ll want to select either “Rotate evenly” or “Rotate indefinitely” (choosing the latter if you anticipate a low volume of impressions, such as the case for local PPC.) This will ensure your ads are displayed evenly, giving you 100% control over you ad split-tests.
As you start writing ads for each ad group, be sure to include 3-5 variations that have different copy or verbiage. Over time, as your ads accumulate data, you can gauge which ad copy is performing the best.
A good tip to keep in mind when split-testing ads is to make subtle modifications. Changing a number of fields, such as both headlines AND the copy will make it difficult to pinpoint trends in what’s working best.
4. Leverage Ad Extensions
Next to good ad copywriting and ongoing split-testing, make use of all of the ad extensions you can. These are basically free features to increase the real estate of your ads while making them more eye-grabbing. Not all ad extensions will apply, but at the very least you should be leveraging the first three among all options:
- Sitelink extension
- Callout extension
- Call extension
- Structured snippet extension
- Location extension
- Affiliate location extension
- App extension
- Review extension
AdHawk has a nice guide on how to use ad extensions that you can check out here. And just like ad copy, you test different types of ad extensions, such as Sitelinks and Callouts, to further improve.
5. Continuously Optimize
There are countless ways in which you can continuously optimise your PPC efforts. Some of the most effective are:
Optimise Keyword Bids
Adjust the ad group column settings so that you can view the mainline bid estimate and top of page bid estimate. Ideally, you want average ad positionings (per keyword) to be just above the mainline (or in the ad set positioned at the top of the search results.) Ads that display at the bottom of the search results get dramatically fewer CTRs, and thus quality scores can cripple. As you check-in with your account from time to time, adjust keyword bids to ensure you're staying above the mainline bid estimate.
Find & Use Negatives
Otherwise known as unwanted keyword variations, leveraging negatives can further help improve performance. Using the “red waggon” example, common negatives might be “red waggon assembly” or “red waggon recall.”
At the top of the Keywords view, click “Search Terms.” Here can see historical keyword queries that have enabled your ads to trigger. If you see unwanted variations like “free, for rent, how to, etc.” you can include these terms in the negatives keyword list. This will prevent your ads from showing for these unwanted variations.
Improve Ad Copy
Once you’ve gathered enough statistically relevancy to make valid conclusions about your ad split-tests, pause the worst performing ads while creating new ads based on the copy that’s working best. Depending how much activity your ads receive, you should do this regularly, like once or month. Like mentioned above, better CTRs as a result of better ads will greatly improve the efficiency of your ad groups.
Peel n’ Stick
An effective strategy coined by Perry Marshall himself, Peel n’ Stick is the process of taking (or peeling) underperforming keywords and placing (or sticking) them in new or different ad groups. In most cases, if a keyword has a very low-quality score, you’re not bidding high enough, or the keyword may be better suited to a different ad group (even if that means making a new one.) As you sweep through your ad groups to assess performance, don’t hesitate to employ the Peel n’ Stick strategy. It only takes a few minutes to create a new ad group.
While there’s plenty more to PPC advertising, the latter tips should help steer your practices in the right direction.
Tyler Tafelsky is the senior search marketing specialists at Captivate Search Marketing based in Atlanta, Georgia. Since 2009, Tyler has been working in many facets of digital marketing, with particular expertise in organic SEO, PPC advertising, social media, and content strategy. Stay current with his work by following Captivate Search Marketing on Facebook, Twitter, LinkedIn, and Google Plus.
By Peter Mosley
He didn't do anything - just another "selfie!"
What can we do about Fake News and all the twisted and false stories we see online - mostly on Facebook, but the stories posted there start somewhere else, and continue to somewhere else, and so on and so forth.
I have a solution. First, have a peek at The Cluetrain it is an amazing start to try and understand what YOU are supposed to be doing online. You can read it free online, or buy the book. You can't control what other people do, you can only control what you do. Plus The Cluetrain was the basis for the social web.
The recommendations; here are as follows:
- Post nothing, absolutely NOTHING, that you have not created yourself. That is pictures you took, articles you wrote. Full stop. If it's not original don't post it.
- If you saw an article, share and comment on it and make sure you give the writer full credit
- Don't post any of those "heartfelt" pictures (Unicorns, kittens and mountainscapes!) with some pithy sayings. This is probably clickbait, not worth your time nor anyone else's and certainly will not bring joy happiness nor peace in the world.
- If folks in your circles or friends or followers insist on doing the above - unfollow them. They will still be on your friend's list, but you really don't need that crap in your life. You really don't. Yes, they mean well, but so did Nixon.
- If you read something and you don't immediately believe it check it out. I am NOT suggesting dropping everything you do and embark on a massive research project ... go to Snopes (www.snopes.com) and give it a quick search - in fact, Google it and see what comes up. If it is true there will be stories online about it - if it is false there will be none or a Snopes article.
- Stop downloading free crap. Pay for images, pay for music and pay for software. Who knows? You may want someone someday to pay you what you are worth and if you are a thief, well what exactly are you worth?
- Don't spread malicious false gossip and don't fall prey to believing outrageous tales because - "If it's too good/weird to be true. it most certainly is!" This goes for politics, religion and most of all celebrities.
I believe if you try this for a few weeks you will not only feel better you will set a great example for all your friends and maybe we can all stop the fake news pandemic together!
A Wake-up Call: The Rise and Demise of Hello Barbie
Once upon a time, which happened to be close to around March 2015, Mattel introduced Hello Barbie, the world's first "interactive doll". With the press of a single button, the voice of its user was to be recorded and processed, and the Hello Barbie would respond to the question or statement recorded. The interactive doll appeared to be a dream come true for children and parents alike: for the former, an ever-present friend with whom to babble and play, and, for the latter, someone to provide answers and explanations to the incessant curiosity of their child, granting them a little respite. How could this not be a miracle?
The Canada Green Building Council (CaGBC) has launched an interactive toolkit to guide organizations and governments in implementing green building policies and programs.
“Many municipalities and organisations are interested in building more sustainably but need to build buy-in from other departments on the business benefits for pursuing green building certification,” said Akua Schatz, the CaGBC’s director of advocacy and development.
“The toolkit has already been used in presentations to municipal staff to provoke discussion, answer questions and define the significant contributions and impact LEED buildings have had in Canada over the past 15 years.”
The toolkit is designed to provide a comprehensive update of the state of the industry and define the environmental, economic, health and business benefits of green buildings. Through it, individuals can learn more about the CaGBC’s role in representing and providing thought leadership on green buildings for industry and government.
Nonprofits and Digital Strategy: Where Would Your Organization Rank Itself?
Digital technologies transform how nonprofits connect with clients and create value with their stakeholders. Digital strategies change how we in the nonprofit sector think about our mission and its role in the current marketplace of ideas and services. Most dramatically, digital technologies have exploded how nonprofits think about data and innovation.