5 Genius Ways to Grow Your Business with Closed-Loop Analytics

Grow your business with closed-loop analytics

In today’s world of Inbound Marketing, we have the ability - using analytics tools - to truly dissect every aspect of our marketing approach. By studying the numbers, it’s easy to calculate the return on investment (ROI) for everything you do in your marketing strategy.

Every channel, every lead source, for that matter every action a visitor takes on your website can be boiled down to simple metrics that can tell you howyour visitors convert, the quality of those leads and customers, and the entire path they took from first contact to close. The best part is that - with the proper tools - it can all be done automatically!

If you’ve ever wondered exactly what path your customers took to find your company, research the products and services, and decided to become a client, closed-loop analytics will tell you.

What Exactly is Closed-Loop Analytics?
Closed-loop analytics allow you to track and analyze the entire lifecycle of your customers: From the source of the first touchpoint when a visitor first finds your site, to every interaction with your website, which links or buttons they click on (we use these as "calls-to-actions"), until they become your customer. Tracting each stage of interaction until you close a customer is invaluable.

It helps you tremendously with sales and marketing alignment, because you can see exactly what activities are working and guiding visitors through your lead funnel. By gaining insight into what activities are likely to yield a customer, you can begin to understand what is working and what isn’t producing. This is how you can “close the loop” on your marketing efforts.

Grow Your Business Using Closed-Loop Analytics
Inbound marketing is a fluid process that consists of testing and refinement in order to develop the most effective strategy. Closed-loop analytics allow you to get inside your customers' heads and understand what leads them to make their buying decisions. Let’s look at five ways you can grow your business using closed-loop analytics:

1. Know where your customers come from.
Because you can track visitors from the source, you will soon see which channels produce. This allows you to focus your marketing efforts where they are most likely to be acted upon.

2. Take the guesswork out of your marketing.
Closed-loop analytics can tell you exactly what is working. This can help take the guesswork out of your next campaign. By using actual facts and statistics, you can develop your future campaigns to maximize their effectiveness.

3. Understanding your audience.
A key part of successful Inbound Marketing is identifying and understanding your target audience. By monitoring your visitors' actions and behaviors you can understand what content they are interacting with and which content is generating results. You can then create content to target the buyers who are most likely to respond.

4. Attribute sales directly back to specific leads.
Knowing what tactics lead to sales allows you to refine your marketing efforts. Closed-loop analytics allows you to directly identify what activities online are bringing in the most and least revenue.

5. Qualify leads and pass them to sales at exactly the right time.
Closing the loop helps you to define your lead funnel. By tracking and understanding the actions of your visitors, you can qualify which actions indicate they are ready to buy. This understanding allows you to align your sales and marketing teams to maximize your chances of converting those leads into satisfied customers.

The closed-loop method can help you to better understand your target market. This understanding can translate into more effective marketing efforts which can help to guide your visitors through your lead funnel, align your sales and marketing teams, and most importantly, grow your business!



 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

Are You Making This Common Mistake in Social Media Marketing?

When it comes to social media marketing, all the experts agree: it’s important to grow your social following or footprint. Many businesses follow thisAre You Making This Common Mistake in Social Media Marketing? mantra and focus on growing their "fan" base across multiple networks, but make a singularly devastating mistake: That’s all they do.

You have a gazillion followers! So what? Are they following your products anywhere in particular?

We hate to break it to you, but simply having a gazillion followers is not the epitome of success. When online businesses started booming, everyone said you needed a website, but in its shadow came the pitfall: not being able to monetize your new amazing website. When search engine optimization (SEO) gained traction, everyone said you needed to rank in search results. Of course, in SEO’s shadow waited another pitfall: not being able to capture all the potential leads your new organic traffic brought to your site. Now, social media has been "the next big thing" for some time - and another pitfall lurks in the shadow of the “best practice” of building your networks with social media marketing.

The problem isn’t so much that it isn’t true, but that it’s simply not the entire picture. We encourage you to do a few key things in your quest to grow your online following:

Promote Engagement
During the advent of social media marketing one of the big questions was “why isn’t it working?” The answer to that question was that companies advertised to the social networking crowd instead of engaging with them. Today, to grow your social footprint, you need to engage, engage, engage.

In and of itself, promoting community engagement does indeed hit a few birds with one stone:
     •Foster healthy interaction within your social communities
     •Create more ways for people outside your communities to find you (through user interaction and discovery algorithms native to each social platform)
     •Identify influencers who can help shape your social brand

Now that all sounds well and good, but let’s crunch some numbers – that’s what it all comes down to, isn’t it? If, say, for six months of social media marketing and promoting engagement, you grew your Facebook “Likes” from zero to 6,000 and identified 60 influencers that help spread the word about your brand, what’s your return on investment?

ROI with Social Media Marketing
The question of ROI is a bit tricky in social media – you can have a million (dare we say a gazillion again!?) fans but it will only be worth the effort if you know that the exact cost of the resources spent to build that million-strong audience is returned with generous interest. If you focus on only growing your social footprint, engaging your following, and identifying influencers, you’re missing the part that makes all of the above significant to your boss and the company's success… How do you monetize your social following?


It indeed is a question of ROI. The biggest social media marketing mistake that commonly sucker punches hard-working marketing directors and communications professionals, while draining their company's marketing budget, is that they don’t know how to connect the growth of their social media following with their bottom line. In other words, they never had a strategy to align and integrate social media with the rest of their revenue-generating infrastructure.

Don't be Blind to the Shimmering Thumbs Up
Let’s face it: Any business owner who sees their company’s "thumbs up" grow immensely gets excited by the growth. This “growth,” however, is all shimmer and doesn't necessary develop a winner.


Don’t be blinded by how “easy” - although it's not as easy as it used to be! - or relatively “affordable” it is to grow your social following. Social media marketing, just like the other channels of your online strategy, needs its own plan throughout an entire strategic process– from creating optimized profiles, to growing the footprint and engaging with your fans, to monetizing the following.


Social media is commonly used in conjunction with other channels of digital marketing for cross-channel Inbound Marketing lead generation and nurturing. For instance, Nextiny Marketing primarily uses social media posts on Google Plus, Twitter, Facebook and Pinterest to help build traffic and ranking to clients' websites.

We also find that many networks, such as Facebook, make spending just a few dollars to "boost" your posts almost addictive. Yes, you will see more engagement on posts that you boost, of course Facebook is simply looking out for their bottom line. We'd encourage you not to get swept away by the dream of gaining a gazillion followers. Be sure to keep an eye on your bottom line as well!

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

10 Signs Your Website is Stuck in the Dark Ages

A website is central to any Inbound Marketing campaign. Because of this, it’s important that you keep it current. An out-of-date website design can be incredibly detrimental to your Inbound Marketing efforts. The following are 10 signs that your website design is outdated:

1. Your website is slow as a snail – If your website is taking 5 or more seconds to load each page, then it’s much too slow.
comp2. Your content is outdated – Your website should provide new content to your visitors on a regular basis. If the last piece of content you posted was about Y2K, then your website is seriously outdated.

3. Your website looks small – Unlike responsive websites we have today, websites were built for smaller screen resolution years ago. If your website looks small, it’s because it hasn’t been optimized for newer, widescreen, HD monitors that are commonplace these days.

4. Your website isn’t mobile-friendly If your website appears too large on mobile devices, resulting in the need to scroll up, down, left and right, then you need to make your website "responsive"- meaning the content will "respond" to various devices so the content is optimized for viewing on phones or tablets.

5. Your website isn’t integrated with your social media Social media should be a huge part of your Inbound Marketing strategy, which means it needs to be linked to your website and vice versa.

6. Your design isn’t consistent – If each webpage is using different colors and font styles, then your website design is a mess! In order to increase brand identity, your color and font styles need to be consistent with the look and feel of your brand.

7. You have an animated intro – Animated intros were all the rage in the late 90s. Now, they typically simply annoy visitors. Even if they stay through the animation, they won’t want to be forced to watch it every time they return to your website.

8. Your website contains a hit counter – There’s nothing more amateurish and outdated than a hit counter on the front page of your website. Get rid of it!

9. Your website is built from Flash – Flash is actually detrimental to your search ranking and won’t work on many mobile devices.

10. Your website doesn’t direct visitors – If your visitors don’t know what to do, then what’s the point of your site? Your site needs to be easy to navigate and have calls to action to direct visitors.

If you recognize any of these warning signs, we hate to break the news to you, but your website needs to be updated!

 

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

6 Tips on Taking Advantage of Social Media Platforms

It's no surprise that social media is dominating the marketing world. Its ease of sharing content with the world--for free--has quickly turned social media marketing into one of the business world's favorite marketing techniques. There are so many tips and tricks out there that you need to keep in mind to ensure that you are making the most of your company's social media use. For example, are you posting to various social media accounts at the optimum time of the day or week? Are you posting the right kind of content to the right social media platform? With all of these trade secrets, you need some help getting the most out of your social media marketing strategies.
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     1. Post to your social media accounts at their respective peak times.
 Facebook posts receive the most engagement between the hours of 1 and 4 in the afternoon. The best time to post on Twitter is from Monday through Thursday from 1-3 pm. Pinterest posts do the best on Saturday mornings, but the worst during regular work hours.
     2. Include photos in your posts. 
People like visuals, whether they realize it or not. A bright picture is going to catch someone's attention much easier than a small blurb of text will. Include relevant and visually appealing photos in your posts (especially on Facebook, Twitter, and--of course--Pinterest) as much as you can.
     3. Find the balance between informative and annoying.Of course you want to post to your social media accounts often enough to be an informative outlet for your customers, but you also don't want to bombard their feeds and cause them to want to unfollow you. Typically Facebook requires no more than two posts a day--once in the morning and once in the afternoon while Twitter thrives on more engagement with around 14 posts a day, every hour or two.
     4. Pay attention to analytics.
 There are many analytics sites that you can take advantage of to help you keep track of your social media marketing campaigns. Which tactics worked and which didn't? It's important to keep an eye on these types of statistics so that you can better your marketing each and every time.
     5. Focus on the social media account that you get the best engagement on.
 Say that your Twitter is booming, but you just can't quite figure out how to use Facebook to your advantage. That's okay. You don't have to be an expert on every platform--and you'll wear yourself out if you try. Focus your attention on the platform that you're good at. A lot of activity on one social media platform is better than just a little bit of activity on several platforms.
     6. Build relationships with your customers. 
One of the great things about social media is that it gives you an outlet where you can immediately respond to customer concerns and complaints and quickly smooth out the issue. It also gives you an outlet where you can simply communicate and build relationships with current and potential customers. Use this to your advantage.

Social media marketing has quickly risen to the top of the marketing chain and it's not going anywhere for awhile. Following these tips will help you take the most advantage of social media platforms.

 

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

How do links & citations enhance search rankings?

Add citations to your long list of things to remember for influencing local and organic search results. Your site needs to be a winner in both types of search for keywords. Citations and links to your site from credible sources, especially professors from educational institutions, are seen as authoritative by search engines. Using local SEO with creative content is an effective way to build a successful website. seo

Links and Citations

While links and citations share similarities, they also have differences. Both online references identify a business or organization. One main difference is that links are clickable while citations is text that isn't necessarily clickable. Another contrast is that a citation requires a business name, address and phone number while a link doesn't need this information. Links can vary in presentation while citations have a strict form. Both references improve local SEO strategies if the references exist on third party websites.

Links turn out to help search rankings for organic and local search while citations help just the local search rankings. But if links and citations are not presented properly from a search engine perspective, the site can get penalized. Sites must meet the requirements of Google Webmaster Guidelines. A partial citation still counts toward a helpful local SEO strategy. 

Google Rankings

Two of the most important factors that Google uses in determining the sequence of business listings are links and citations. Google views online popularity as important for search results, in which references from credible sources are strong indicators of endorsements. Links and citations represent components of local SEO that can be very helpful in improving your search rankings, especially if the references are widespread on high quality sites. 

Links and citations represent small advertisements via local SEO. The more these references appear online, the more credibility and authority your site establishes with search engines, especially organic search results. Your site will be incredibly hard to beat if you balance several links with several citations. If your competitors have not done the same thing, then your site will be poised for higher search rankings.

An important local SEO technique for getting high local business listings is to build citations and links for less competitive keywords. In this strategy links are much more powerful. Your business needs at least 25 to 50 high quality sources that link to your site. You also need the same amount of citations from quality sites. 

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

Nextiny's 12 Year Anniversary!

Celebrating 12 Years! 

birthday

On July 25, 2002, I started Nextiny Marketing, formed as an IT company focused on maintaining networks and computers in Rockville, Maryland. We've grown a lot over the years. In May 2010, we relocated our offices to Sarasota, Florida, where today we are the area's go-to agency for Content Marketing and Inbound Marketing.

As a 12-year-old digital marketing agency, we have a proven record of success. It's interesting, because our successes and specializations have evolved quite a bit over time. In fact, we love change, and are constantly adapting and embracing emerging technologies.

I thought our blog readers would enjoy a quick trip down memory lane as we celebrate our 12th anniversary this week. (Of course, no historical account can be complete without embarrassing photos!)

2002 - We started off fixing computers and setting up networks as Destiny Technologies. One day someone saw the website I created in HTML and flash and said, "Do you guys do websites?" I thought for one second and said, "Of course!"  :)
That was our first website project. 


OldSchoolGabe

2003 - When the real estate market started to grow, we grew with it. We maintained lots of networks, servers and computers for mortgage companies and realtors. In the meantime, EVERY type of business started realizing that they needed a website.

2004 - Our website business kept growing as we continued to stay extremely busy with IT support services. It was such a different time! The flash websites we created were not SEO-friendly, but they worked great when paired with affordable pay per click campaigns. (Businesses would receive 20 calls from $100 in Adwords back then.)

2005 - We started doing software development in ASP, .NET and PHP as a third division of the company, launched as Destiny Soft. The website business was really growing and the Internet was exploding. We added SEO services to help people get their sites onto the first page of Google. SEO pretty much consisted of building a bunch of weird links and pushing keywords on titles and meta tags. We started creating custom HTML and PHP sites to make them SEO-friendly. I had an army of IT guys running around fixing computers while I dedicated 20 hours a day to the website and software businesses.
GDTech

2006 - The real estate market crashed, and with it, most of our big IT customers. The bright side? Our website and Internet marketing business was booming. Software development was increasingly complicated and required too much time, so I decided to close that division and dedicate most of my time to developing websites, learning about SEO and finding the right people to do all of these things. We started playing around with Joomla! websites, and social profiles started to make sense for link building.
It sounds funny now, but we were creating MySpace accounts for everybody.

2007 - We stopped doing all static HTML, PHP and flash sites and focused on CMS (Content Management System) sites. We became proficient in Joomla! and Joomla! 1.0 was AMAZING. We were using SEO-friendly features and providing great results through RSS feeds, blogs and SEO-friendly URLs. The social media phenomenon kept growing and everybody had to have links from social media to grow. Reporting tools improved and SEO became a big deal for our clients and for us. We started working with clients through ongoing partnerships with businesses participating in monthly packaged services. This was the beginning of the Nextiny Marketing we know today.

2008 - I teamed up with some big names in the Maryland area and started providing white label websites and SEO as an agency. We continued learning the SEO business and kept adding services such as social media management and content creation, but most companies did not care about content yet. We started talking about blogging pretty seriously, how including blogs on every website was (and is) so important to Google.  Blog entries looked pretty much like this:  Keyword, keyword, keyword. Blah, blah, blah. Keyword, keyword, keyword. We would include a bunch of keywords on the footer with city names to rank higher.

2009 - Our white label business (meaning we served as a subcontractor to other businesses who would hire us for specialized website and SEO services) kept growing. However, I began to feel like we were working too much on helping other agencies grow, rather than growing our own company. We started to plan a big move… Literally…We closed the IT division and prepared for big changes. 

In the meantime, Facebook became a big deal and we were dedicating lots of hours per day to everyone's favorite social network of this time period. Blogging became more of a real thing and we started blogging and training people on how to blog the right way… In May, we relocated to Sarasota. We retained a few big customers from Maryland, but otherwise started from scratch  - focusing on local businesses in Sarasota. Our education series started in 2009 and we produced several free workshops for local organizations. To begin establishing roots and developing partnerships in the community, we provided sponsored and donated services for several key organizations.

DanteRMy business coach Dante (also my brother!) and life coach Agostina (also my sister-in-law) helped me turn my dreams into a reality. Without them, I would likely still have a five-page todo list with no direction.

2010 -  We formalized and began using our current business name: Nextiny Marketing, We moved into a shared office space and started doing a lot of websites…and I mean a looooot of websites. We teamed up with Veronica Pastore to deliver social media workshops which were met with great success. This was the year of what I call the social media EXPLOSION. We started pushing blogs on all social networks and focusing a lot on Facebook. We were creating a Facebook page one day and getting 500 likes by the next. Those were fun times… everyone was all about Facebook. Some might say our our Facebook workshops became famous. 

2011 - We moved into our own office in the Pen West office complex and the team started to grow. Now websites, SEO, social, blogging, support and hosting became intertwined. You could not do one without the other - if you wanted to grow online. We started selling packages with all these things with great local success. This was the year we formalized our workshops and started doing them on a regular basis. Social media kept growing and we started talking about the new social network, Google+. (Although it seemed like NOBODY wanted to hear about it at the time.) We predicted G+ was going to be a big deal for businesses and started doing workshops about it. At this point, we were utilizing HubSpot as a great research tool and business resource.

MedAlthough I'm known for having a ridiculous high-level of energy, we have been known to take an occasional meditation break.

2012 - We celebrated our first decade in business with an anniversary party in our office courtyard attended by our family, friends and customers :) We began hosting workshops every other week. Alexis, our current Master Plan Achiever (project manager) started working with us and grew into a key player for Destiny and our clients.  This was the year of mobile websites. SEO started to die - making way for real content, which started becoming more important than ever!
Jackie, my new partner, became a driving force of Destiny and helped me build the company we have today!

10 YEARS
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Workshop20132013 - Blogging, blogging and more blogging…  or should I say Google+, Google+ and more Google+. This was definitely the year of Google+ and producing real content. Google introduced the Humminbird update and every website that had repeated content and bad links went down. Since we were blogging, creating new fresh content and creating real links and citations for our customers and utilizing social media networks the right way, ALL our customers saw an increase in traffic after this update. In October, we made our biggest evolution to date and became Hubspot Partners!

 HubspotCert

2014 - This year, we've already moved into a larger office, cultivated amazing additions to the team and maintained a focus on education and empowering our customers. This is going to be the year of our greatest growth and transition as we prepare for the best years that are yet to come!

A huge thank you to the Beach Bistro for our fantastic- and delicious- 12 year anniversary dinner!


Meet our team!
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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

The End of SEO?

What Happens When the World of Search Starts Getting REAL
seo

Many of us remember the intro from one of the world's first reality TV shows, The Real World: "The true story of seven strangers, picked to live in a house, work together and have their lives taped, to find out what happens when people stop being polite... and start getting real.

"

I'm afraid many people online have already stopped being polite, but I'm certain that it is definitely time to start getting REAL online. 


On July 15, 2014, Mashable posted an article from Andrew Edwards of ClickZ which poses the question: "Are We Coming to the End of SEO?"



We'd say YES, and NO.



At Nextiny Marketing, we used to be an SEO company. It's true, we used to help clients "BS" Google with keyword after keyword after keyword. Over time, we started to offer social media management services, then blogging strategy workshops and helped clients write the best blogs for their business. All of a sudden, we've become a content marketing company. And, yes, we are still tracking keywords and links, producing measurable results.



Google's goal is to deliver the most accurate search results to its users. (We might even say that one of their recent goals has been to kill the original idea of SEO - at least the old tricks of the trade.)



The bottom line? You can still make Google work for you - with a real content strategy. There is no other way.



Personally, I'd love to lose a few pounds, but I'm afraid I struggle to stay committed to the complete mix with proven results - something along the lines of proper nutrition + healthy portions + staying active. There's no easy cure-all that delivers overnight weight loss success. In fact, if there was a miracle treatment out there, would it be safe? Or could it pose lethal?  Similarly, there is no longer a fancy box of tricks which can deliver overnight results in the world of SEO. In fact, if you try to "trick" Google, Google might "kill" your website. On the other hand, if you continually post and update REAL content, Google will showcase your quality content on its first page.

The recent Mashable article references the possible "Death of SEO," but we suggest that SEO has been simply reincarnated in the form of content marketing. (Click here to learn 10 Things Your Content Marketing Strategy Needs in Order to Survive in the world today.)

That's why, over the past four years, we've been increasingly concentrating on helping clients produce and promote the right content, which is the first step of attracting the right visitors to your website.This is the basis of the Inbound Marketing Methodology, the future of online marketing overall.

So, world of online marketers, it's time to do the right thing. And in today's world, Inbound Marketing is the right process - to produce the right content - which will attract strangers to your site, convert them into leads, close them as customers and delight them as they become promoters of your brand.

To learn more about what Inbound Marketing is, click here.   

  

jamie

by client successs architect

Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

What is Inbound Marketing?

logoWhat is Inbound Marketing?
A Concept to Help Marketing Managers Work Smarter, Not Harder



At Nextiny Marketing, we continue to evolve and revolutionize the way you think about and execute marketing plans. In fact, it's the core of what we do: 


"We collaborate with our customers to help them set and achieve their goals through innovation
while embracing change in the dynamic marketing world.

"

We are continually adapting to deliver maximum results for our clients and have developed niche concentrations in website design, search engine optimization, social media and blogging in recent years. However, at this exact moment in time, we bring all of the marketing pieces together to specialize in INBOUND MARKETING.




What is Inbound in a Nutshell?
Sharing is caring and inbound marketing is about creating 
and sharing content with the world. By creating content specifically designed 
to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.

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Since 2005, I've personally had the pleasure of working in-house alongside dedicated professionals for nonprofits organizations, community organizations as well as independently-owned local businesses on Florida's Gulf Coast. Throughout my past lives, I worked "hard," but I can tell you I struggled to provide tangible, measurable results related to marketing and communications programs.

Like many in-house marketing managers, I was constantly multitasking, trying to keep up with the newest social media networks and figure out when to post "what," trying to make sense of current Google algorithms and attempting to use traditional communications channels such as display advertising and PR opportunities to the best of my ability. The use of various marketing tools to manage online marketing strategies can be cumbersome, and seem even more overwhelming when you try to glime insights from different systems.

For years, I've been a firm believer in the "inbound" methodology. I view the information sharing process which is key to inbound marketing as the same type of "customer service-orientated communications" I have produced for many companies. Now, I'm excited to help people learn more about this concept (rooted in empowering and educating potential clients and current customers) and start to deliver real results from a single digital marketing solution. Today, I look forward to helping partners convert the “hard work” into methods of “working smarter” for real results - and help marketing directors and business owners sleep at night!

In you are interested in learning more, we hope you'll check out our Inbound Marketing Cheat Sheet.


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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

10 SEO Mistakes to Avoid During Website Redesign

Website redesign is exciting; a new look, new content and hopefully new traffic! In doing a redesign, however, there are many things to consider in order to enhance your search engine optimization. Here are some of the common mistakes in redesign:
 

1- Failing to think about SEO from the beginning
      Waiting to have an SEO expert review your new site when you have finished or nearly finished it is a bad idea and will usually cost you much more in redesigning (again) and coding. Think about SEO from the very beginning so it can be included in your redesign and built around it.

2- Not auditing your existing site
      This should be done when a website is first launched, however, if you haven’t been doing this, start before you rip down your former site and have a plan to know how you’re going to make your new website successful. Review your site to know who is visiting, know your top keywords, and what pages receive the most traffic. By doing this, you will be better able to determine problem areas along with successful ones so you will know what to improve.

3- Failing to use commonly searched keywords
        Keywords are a large part of your new websites success. Content should first read well for humans and search engines secondly. They should contribute and fit naturally into your content and each page should have one focused keyword and be included 1-3 times in the pages content. Make sure your meta description and page title also have a keyword.

4- Not setting up 301 redirects
         The last thing you want when a consumer is visiting your website is for them to receive the dreaded “Page Not Found” error. Including 301 redirects will keep your visitors on track and keep them from getting lost because of page transfers.

5- Not considering URL structure
          Including URL’s in your content is a great way to keep your visitors interested and educated. Google prefers URL’s that make your page easy to understand. Using dashes (-) rather than underscores (_) is a huge way your URL’s will be more successful. Google reads underscores as spaces and dashes as separators which means it can return results when a single words is searched.

6- Shady backlinks
         Having backlinks (inbound links) from trusted websites is one way to score your search rankings a boost, however, if Google believes they are spammy , this will result in negative SEO. When redesigning, analyze your backlinks and only keep ones from trusted websites.

7- Not implementing responsive design
        With the amount of users searching the web from devices other than a desktop, using responsive design is huge! This means your website’s URL’s and HTML are the same on all devices. Implementing this design means Google will be able to retrieve your content much easier.

8- Forgetting to unblock search engines
         All of that hard work in your redesign, and you’re not showing up on Google! Be sure to double check that you don’t have search engine blocking turned on and you’ll be able to be found!

9- Not using analytics tracking
        The only way to be sure your newly designed website is being successful… especially more successful than the old design… is to be using analytics. Tracking traffic and clicks, for example, can help you learn where further improvement is needed… or not needed!

10- Failing to think like a human
       Designing your website strictly for SEO can be a mistake. Remember that you are ultimately trying to reach your consumers. Focus on creating content your visitors will enjoy reading and keep it natural.
        
Keeping these points in mind will help SEO take care of itself so you can sit back and enjoy watching your traffic spike! Click here to download the entire guide.

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

 

Inbound Marketing with and without HubSpot

Customers of inbound marketing agencies often wonder whether the expense of HubSpot is validated by the results HubSpot produces. The short answer is absolutely, since HubSpot was created specifically for the purpose of inbound marketing. Before HubSpot, marketers were using their own mix of various programs to set up and track your marketing results, often with varying levels of success after unnecessary hours of working between the programs. HubSpot solved that problem by integrating the various programs together into one system that can accomplish your inbound marketing needs.

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Of course your own company blog using whatever platform you’ve decided on is going to generate traffic and bring potential customers to your site. That is, assuming you’ve taken the time to setup properly written posts on relevant topics that utilize effective keyword and tag usage while being linked appropriately with other articles and sites to generate high ranking results with search engines. Then you have use other software to monitor the results, read and hire someone to monitor the results, and keep track of changing industry standards in order to constantly update your site, keeping it fresh and continuing to draw in potential new customers.

HubSpot can take care of much of this for you. As a well known site it can produce higher ranking search results for a wider variety of articles your customers may be interested in. Its polls and article comments allow you to see who is reading the articles and make more informed choices as to how and where to place your advertisements. It can further provide consolidated results allowing you to track what seems to appeal to your customer and convince them to review your company as a potential supplier. So overall, the price of using HubSpot for your inbound marketing needs is well worth the proven results it provides. It can and does save on the time and labor expenses of trying to do the same thing using other platforms and marketing systems. For even more information on why Hubspot will benefit your site, check this article out.

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

 

“Google My Business”- Connect with your customers in a whole new way!

devicesGoogle has introduced a new set of tools to help small business owners connect easier. How you ask? Here’s a rundown of “Google My Business”. 

You’ll be able to:
• Update business info
• Add photos & visual tours
• Read & respond to customer Google reviews
• Use Google+
• Update address, phone, hours ect
• Post news & events

Google My Business will also show you how customers are finding your business. It will integrate with AdWords Express which helps you understand how:
• Your business is being found on Google
• What customers are clicking on
• Where customers are coming from

If you’re currently using Google Places for Business or Google+ Pages Dashboard, there’s no need to update manually, you’ve already been automatically upgraded to Google My Business. An app is also currently in the works, which will first be available for Androids, followed by an IOS version.

Customers will also be able to use this from whatever device they’re using, whether it’s their phone or desktop.

“Google My Business” will ultimately help small business owners to better understand their customers which in turn will help owners be able to engage and attract more! Best of all? It’s Free!

 

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

7 things about Google your boss wants to know

In today's competitive digital marketplace, developing a powerful presence online is vital to the success of virtually any company. Here are 7 important aspects of Google that your boss may want to know. google-plus-for-business

Internet: The New Yellow Pages

When a potential customer wants to locate your business, major search engines like Google is often the first place they will look. Google is a fast and easy way for a customer to find exactly what they are looking for.

Search Engine Rankings Matter

When a customer searches for a particular business or service, they expect to find the best options ranking near the top of the first page of results. If your website isn't acquiring a high enough ranking, many potential clients or investors are simply going to select the links that appear to be the most popular.

Website Traffic Equals Growth

With a little work, any website can begin to garner attention and acquire leads that will bring traffic to your website. This increase in lead generation will translate to an increase in customer conversions, allowing your business to grow like never before.

Inexpensive and Effective Marketing

By interlinking blogs and social media to your main website, you can enjoy the benefits of affordable but effective Internet marketing strategies. As more leads visit your website and become happy customers, free word of mouth advertising will help spread the word as well.

Gives Your Business a Broader Reach

The biggest advantage to building a strong reputation online through search engine optimization or social media marketing is that it provides your business with a global reach. Potential customers and investors from across the world will be able to locate your website easier than ever before, opening doors to new opportunities.

Increase Leads and Conversions

Earning a higher ranking on Google searches will result in much higher conversion rates among visitors. Inbound strategies like social media marketing can further convince Google to favor your business website.

Earn Competitive Credibility

From a customer's perspective, the ranking of a business in Google's search engine is a direct reflection of its success. By improving your ranking with Google, you can drastically increase the credibility of your business and get people clicking on your website.

If you would like to learn more about what an Internet marketing firm can do for your Sarasota business, contact Nextiny Marketing today to begin enjoying the growth your business deserves.

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

3 easy ways to know if rich snippets are actually hurting your SEO

rich-snippets

If you are coordinating a website that incorporates rich snippet search results for search engines like Google, you may want to check your settings. Google is cracking down on the use of these snippets and markups for search information.

Since penalties for misuse of the markups for your site could seriously damage its reputation and lose your ability to have snippets and be easily accessible through Google, it's important to take the time to make sure you're following the new policy.

So how do you make sure you aren't being penalized for your markups and content? There are actually a few simple tips and tools made available to those using content markup in order to make sure your page is following the guidelines:

-Do not mark up invisible content or misleading reviews. Some users attempt to mark content that isn't actually present on their page in hopes of getting more hits through searches. Stick to what is actually in your page content when marking up information.

-Make use of the tools available. Google offers a structured data test tool and structured data markup helper that can help even those who have minimal knowledge of snippets and markups to set up their content.

-Use appropriate authorship information. Misleading accreditation can confuse searchers and lose your credibility for your site.

Some of these things sound like shady workarounds being used by dishonest page creators, but uninformed usage of snippets and data markup can lead to all sorts of digital tangles by the most honest of web creators. With Google's newest crackdown on markup misuse, lowered reputation could have your page's ability to have rich snippets removed entirely by the service. Thankfully, Google has provided several help resources that will make it easier for you to manage your structured data content without fear of penalty.

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

7 tips on how to use hashtags correctly

The pound sign, the hash key, the number sign. hashtag correctly

This little symbol has revolutionized the way we communicate. It turns a word, phrase or acronym into a searchable link, allowing social media users to track real-time posts made by others they would otherwise not be connected to.

The hashtag was introduced into the social media world through Twitter, when when developer Chris Messina proposed the idea as a way to group tweets about the same topics. The idea was initially rejected, but resurfaced and took off when residents of San Diego began using the hashtag #SanDiegoFire to update followers on the forest fires.

The use of hashtags acts as a great marketing tool, as long as you use it correctly. So here are a few basics:

- Capitalization doesn't matter. #Sarasota and #sarasota will yield the same results.

- Do not use spaces in a hashtag, or only the first word becomes linked.
Yes: #webdesign
No: #web design

- Only letters and numbers are accepted. Do not use special characters in a hashtag (even if its improper grammar!). Using a special character will break the link just like using a space will.
Yes: #letsgo
No: #let'sgo

- Separate multiple hashtags by spaces. Don't group them together.
Yes: #marketing #socialmedia #websites
No: #marketing#socialmedia#websites

(That said, you probably only want to stick to one or two hashtags in a tweet anyways.)


Now that we've got the basics covered, you're probably feeling pretty comfortable to try it out for yourself! Before you do, here are a few more pointers on hashtag etiquette:

- Do not hashtag everything! Going overboard with hashtags is bad etiquette, so find one or two ideas in your tweet you would like to emphasize.
Yes: We love #inboundmarketing
No: #we #love #inbound #marketing

- There's no set list of hashtags, so feel free to make up your own! They can be funny or serious. For bonus points, start an internal hashtag that your clients and followers will recognize as unique to your business.

Example: Join us for our the next workshop in our #Uncorked education series!

- Don't waste hashtags on words that no one is going to follow. If your tweet doesn't have anything worthy of a hashtag within the sentence, use one at the end to drive home your point.  

Example: Read our latest blog for 5 tips to generate more leads to your site! #leadgeneration 

 

Nextiny Marketing | 2801 Fruitville Rd Suite 120, Sarasota FL  34237

 

 

Should I pay for social media followers?

should I pay for social media followersIf the question 'should I pay for social media followers' is raised in a room full of business managers, you might receive a surprisingly wide range of answers. Many argue that it is absolutely okay to pay money for more social media fans and followers for more clout. There's obviously a demand for it, as the fake social media profile industry is worth hundreds of millions of dollars each year.

Numbers don't lie, and you can't argue with the fact that social media reach is important to a business's credibility. Even more so is the engagement from said fans. But what purpose do Facebook "likes" serve if they're coming from fake profiles traced to click-farms in countries like Bangladesh or Indonesia?

You might recall a video we recently shared that compared reach and engagement on Facebook between buying illegitimate likes and legitimately paying Facebook to "boost" your posts. Turns out, there wasn't much of a difference. The legitimate "likers" Facebook exchanges for your hard-earned cash show just as little engagement as those in the overseas click-farms.

Worse yet, social media algorithms are ever-changing- the crawlers sent out to detect fake profiles are constantly upgrading to detect the fakers. Once Twitter and Facebook are made aware of these fake profiles, they are shut down. And what disappears with them? You guessed it - your beloved 'likes.'

You don't need to be a bot to tell how many fake followers someone may have, though. There are a few tools online that have been tested out on a few influential celebrities: a steady climb in followers followed by an equally steady drop over a period of several months was a telltale sign the user has phony followers. 

So if your reach isn't where you want it to be, don't be so quick to pay for the fakers. You'll only end up digging yourself in a hole. 

The success of social media marketing is not measured in the number of likers and followers, but rather in the amount of engagement, and ultimately a change in behavior, exhibited by those who are naturally your fans.

Take some tips from our Facebook Cheat-Sheet below!

Nextiny Marketing | 2801 Fruitville Rd Suite 120, Sarasota FL  34237


4 Reasons Why Google Plus Will Survive

At first we were afraid, we were petrified. google plus will survive

With the hype surrounding the departure of Google Plus's father, Vic Gundotra, many have questioned the longevity of the social networking site. Some have gone as far to call the service "walking dead," in regards to the alleged relocation of the talent behind the project which would, in turn, lead the site to pale in comparison other social media platforms.

You thought it'd crumble, thought it'd lay down and die...but the truth is, Google+ is not going anywhere. Along with its integration with maps, mail, calendars and YouTube, here are four reasons why:

1. Bloggers love Authorship
If you are a content creator, you are well aware of the unwritten law about Google+ Authorship. Authorship is so much more than a byline, it's how you claim your work and evade the risk of plagiarism.

By linking your Google+ profile to your name in the post's byline, and adding the website on which your content is published to your Google+ page, your photo will begin to appear next to your articles in an organic search.

The benefits of Google+ Authorship for content creators are bountiful. Not only does it act as incentive to claim your work, but establishing yourself as a contributor to Google+ builds credibility and ultimately improves your search engine ranking. 

2. It harnesses some serious SEO power
Google+ is a social media game changer, blowing its competitors out of the water. Why? Because it's not just a social media tool!

Google+ communicates directly with it's parent search engine, rewarding the practice of good SEO by increasing your local search ranking.

Unlike those on Twitter and Google, public posts made on Google+ are indexed for search, and each time those posts are shared, you gain "link equity" as those posts are indexed.

3. It's easy to find, and be found
While most other social media sites confine users' feeds to the activity of their immediate followers, Google+ makes it easier to find content and join conversations directly related to your industry.

Likewise, because of its search function, Google+ makes it easier for others to find your content. It's a win-win for content creators and seekers alike.

4. Location, location, location!
Or rather, local, local, local! Having a Google+ page for your business is a must. You can verify your phone number and address through your Google+ page, allowing your business to come up in a local search.

Google+ is an ad-free social space that allows you to view the content you want to see, connect with likeminded users and compartmentalize your connections into groups. Despite the unfortunate recent changes among the Google staff, don't be so quick to assume that Gundotra would let his brainchild perish. It will survive!

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

4 Ways to Transform Your Leads into Customers

What if every person in your contact list was a customer? close-inbound

What if we told you that its possible?

Adopt the inbound marketing method and watch those leads pour in! Inbound marketing has four major moving parts: Attract, Convert, Close and Delight. Last week, we covered how to convert your website visitors into qualified leads. Today, lets take a look at how to close that list of leads into loyal customers!

By this stage, you're a pro at inbound marketing! You've generated some great content that has drawn the right traffic to your website, and you've successfully converted this traffic into leads by collecting their contact information through more of your great content. Now, let's close those leads into customers. Here are four tools to do just that:

Lead Scoring
Turn all those names into numbers that your sales team can understand. Score your leads on based on their sales-readiness, this eliminates any guessing-games and tells you how well they've been nurtured. 

Email
In the social media age, personalization is so important to making a customer feel noticed. Create a series of emails with relevant, helpful or otherwise thoughtfully crafted content to build trust with these leads.

Marketing Automation
Nurture your leads with the email marketing mechanisms mentioned above. Make sure all of the emails your company sends are specialized for separate groups of audiences: new visitors, leads, and current customers.

Closed-loop Reporting
Integrate with your Customer Relationship Management (CRM) system to check on your performance. This will tell you where your efforts are most effective, and allows you to collaborate with your sales team more efficiently as well.

Inbound marketing is all about lifecycle marketing. You've narrowed down millions of web users to the visitors you want, and even further into qualified leads, all by presenting the right content at the right time. In order to convert those leads into customers, you're still using content marketing to appeal to them, but the content itself will be different than that of the previous two stages. Absorb this mindset and you'll be a pro at knowing what to say and when!


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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

10 Things Your Content Marketing Strategy Needs in Order to Survive

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So you've decided to go with a content marketing strategy? Congratulations! Welcome to the world of inbound marketing. Before you begin dominating your industry, however, you'll need to make sure all your bases are covered.

To which bases, exactly, are we referring? Major marketing influencer and entrepreneur, Neil Patel, put together a list of the core elements every thriving content marketing strategy was following, and every failing campaign was lacking. So, here are 10 tips to keep your content marketing campaign alive and well:

1. Know your Purpose
This is not to be taken as 'know your company's mission statement and then write it on every piece of marketing collateral.' Rather, know why you've adopted content marketing, what goals you hope to set and achieve and the reason behind every piece of content.

Before a single email, blog or landing page is created, know what purpose they each serve, and how they contribute to the purpose of your overall campaign.

2. Know your Audience
To know your purpose, you must know who its catering to. And no, everybody is not an acceptable answer to the question who is your audience?

We help each of our clients create what we call a buyer persona, which is a holistic description of your perfect customer. Age, geographic location and budget are all things to consider when sketching this "dream client."

3. Know your Message
Now that you have an audience, what are you going to say to them? Maybe you know what to say, but struggle with how to say it. Patel suggests this three-step process to developing a message:

  • Look at your mission statement. If your company doesn't have one, you might want to consider creating one.
  • Write down your core message. What is the sole benefit a customer gets through buying your products or services?
  • Write down your secondary messages. What are the secondary benefits your customers get?

Once you've developed a core message, the possibilities for content are endless. Just be sure to effectively convey your message!

4. Produce consistent content
To piggy back on the previous tip, your message should be the core of every piece of content you produce. Search engines reward sites that are producing fresh, relevant and consistent content.

Patel explains "when search engines rank results, they tend to prefer pages that have historic authority and fresh content." This means that search engine result pages (SERPs) may show a blog you published two years ago right under your most recent post about a similar topic.

All of your blogs, videos, social media posts, etc. should convey that very core message.

5. Build internal links
Some may consider this complex, but it's actually a quite simple task that improves your SEO. "Internal link building simply involves creating links from one page of your website to another," Patel explains.

In your next blog post, try finding a suitable place to link to one of your website's internal pages, or to another piece of your content that is relevant to the topic at hand.

6. Use images
Social media posts with images will receive more clicks than those without. This principal should be applied to your blog posts, emails, etc. Plan text is boring, and your readers won't stick around for long without images drawing them in.

Including stock photos in your marketing budget is a must-do. Don't be scared to spend a few dollars on nice, clean pictures that drive your message home and appeal to your audience.

7. Use keywords
Keywords, keywords, keywords! Every marketer has heard this mantra at least once in their career, but let's set a few keyword myths straight:

Shoveling keywords into your content will not "trick" search engines into sticking you right at the top of the page. Neither will entering generic keywords or, worse yet, neglecting to use keywords altogether.

Use keywords in a way search engine algorithms agree with. Best place to start? Research!

8. Actively promote your content calls to action
Publishing your content is only the start of it. Make sure this is seen by everyone in your Google+ circles, all of your YouTube viewers, Facebook friends, Twitter followers, Pinterest pinners et al.

Didn't get as many hits as you expected? Wait a week, and push it out again! For bonus points, try a different hashtag.

9. Diversify your content
Content is more than just a blog post. Content encompasses everything you publish: social media posts, downloadables, email blasts, videos, webinars.

Avoid tunnel vision. Don't spend all your time in one medium. Try them all and you just might be surprised at your own creativity.

10. Monetize your content
At the beginning of this list, we said that your content marketing campaign should serve a purpose. Whatever your purpose may be, it serves yet another purpose: sales.

If your content is not driving sales in the right direction (up), it's time to make some changes. The first think to look at would be your use of calls to action. Calls to action are buttons, links, or other clickable icons that encourage your visitors to take some sort of actions, such as downloading a cheat sheet or attending one of your webinars. These are your golden ticket to accessing the most valuable information you can: contact information. Those who take you up on your offers are the ones you want to continue targeting.

 

Improving your conversion rates doesn't have to be a game, SEO is not about "tricking the system." Likewise, marketing isn't about being aggressively obnoxious (or obnoxiously aggressive, for that matter). Content marketing is about attracting the right visitors by having the right content in the right places. Think of this list as the ten commandments of content marketing, and you will be reaping the benefits in no time.

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

How To Convert Website Visitors into Qualified Leads

Now that you've tackled the first step of inbound marketing, attracting the right visitors to your website, what's next? How do you keep those visitors to stay interested after reading your blogs and visiting other pages with the appropriate, relevant content you've produced? Screen shot 2014-03-26 at 2.33.15 PM

Converting these visitors into qualified leads is the second action to take in your inbound marketing strategy, and you'll do this mainly by gathering their contact info.

Seldom do people give up their information with no incentive, however, so you'll need to offer something in exchange for a visitor's information. Typically the incentive comes in the form of content, like ebooks or cheat sheets.

So where do these transactions take place? Some of the most important tools in converting visitors into leads are:

Calls-to-Action
These are buttons, links, or other clickable icons that encourage your visitors to take some sort of actions, such as downloading a cheat sheet or attending one of your webinars. This is how most contact information is gathered, but again, there needs to be strong incentive for your visitor to give up that information. Make sure calls-to-action do a good job of enticing your visitors.

Landing Pages
Once a visitor clicks on a call to action, they should be directed somewhere new, once the transaction is carried out. This is called a landing page.

Forms
Landing pages house forms, which are what the visitor fills out with their contact information. A visitor becomes a lead once this happens, so make your forms as clear and user-friendly as possible.

Be sure to keep track of the information you collect through these tools, these are the visitors that you've converted into leads! Anyone submitting their contact information does so because they see value in what you're offering in exchange. Stay tuned, next week we'll discuss how to close these leads into customers!

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237

 

Blogging Workshop Rerun!

UncorkedContentFB2

Thanks to everyone that signed up for our second workshop in our Uncorked education series, it sold out in a week!

Since content creation is such an important part of inbound marketing, we wanted to give everyone else a chance to attend our blogging workshop. Which is why we are announcing a second Uncorked: Content Creation and Promotion workshop on Wed., April 30 from 3-6 p.m.

Learn how to attract the right traffic to your website through content like blogs and landing pages. After all, content is king!

 

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Nextiny Marketing | 2803 Fruitville Rd Suite 244, Sarasota FL  34237