August 2015 - Saba Digital Marketing

How to Build and Engage Your Pinterest Audience

Posted on August 31, 2015 by admin@saba4321

If a picture can paint a thousand words, Pinterest can paint—well, a lot. It is the go-to website for shared images that create interest and build visual and contextual brand identification.

The fact is that 28 percent of adults use Pinterest when they are online. Only Facebook and LinkedIn attract more attention. When done right, Pinterest is a great social media marketing tool to build and engage with an audience regularly.

Link Back to Your Website or Blog

Search engines love links from Pinterest. When you link a pin from any of your business sites, you’re creating a backlink from a reputable, well-known source. Also, when someone shares your pin, the link back to your site will remain as the pin’s source.

Find the Best Category

If you choose an irrelevant category for your pins, people won’t be able to find you. It can also make you look like you don’t know what you’re doing and aren’t familiar with your industry. A simple thing like this can cause you to lose the trust of prospective customers.

Make the Board Your Keyword

San Diego SEO companies encourage business owners and marketers to think of titles and descriptions the same way you would for SEO. There is a 500-character limit, so it’s important to make each letter count. Don’t be afraid to repeat (carefully) between board title and description. Maximize pin descriptions for positive impact, create context, and inspire engagement through user comments, likes, and re-pins.

Use the “Pin It” Button

This is a type of word-of-mouth advertising. It makes it easier for readers, customers, or prospects to share your pins with others. And the best part of this technique is that once you install it, you’re done. Visitors can pin your online content on your behalf and their customers or followers will see that activity on Pinterest as well.

Whether you’re planning to use Pinterest, Twitter, Facebook, or any combination of those to promote your business, consult with an online marketing company in San Diego to develop the right strategy for your business. For more information, give Saba, Inc. a call at (858) 277-1717.

3 Quick SEO Tips for Video Marketing

Posted on August 30, 2015 by admin@saba4321

With the emergence of video parsing and Google’s Hummingbird search engine algorithm update, content marketing has seen a new explosion of informational videos driving San Diego SEM efforts. The challenge has now become one of creating video content that is both useful to the consumer and optimized for search engine rankings. In a wasteland of shrinking attention spans and information overload, your video needs to serve relevant, high-quality content that lowers your bounce rate and keeps viewers on your site.

1. Keep It Simple and Straightforward

Viewer engagement rates drop off drastically after about four minutes. Keep your video under that time frame when possible, and consider chaining a series of shorter clips together if you need to deliver a great deal of content. Video content that earn prioritized rankings can serve as a teaser to drive visitors toward longer videos that deliver more extensive content.

2. Text Is Still King

New video parsing technology scans your file for meaning, but it is still an emerging field. Search engines spidering your website focus on keyword distribution as a primary means of determining site relevance. Providing a video transcription in your metadata increases the effectiveness of search engine algorithms and boosts your ranking by reducing the time required for spiders to crawl through your data.

3. Viewers Generate Links

Popularity feeds on itself. Viral distribution is predicated on the mentality of the crowd, sharing an experience for the sole reason that many others are already participating. No matter how optimized your video and hosting page, it’s the viewers that generate links and drive additional traffic to your site. Display social media links liberally throughout your page and ask viewers to share the content.

Search engines thrive on cycling traffic through their links. They don’t care about the destination. A highly discoverable video will land viewers on your site, but a high-quality video will keep them there.

Interested in learning more about video marketing? Reach out to Saba, a growing San Diego SEO company specializing in helping companies connect with their target audience and grow their online presence. Call us today at (858) 277-1717 for more information!

5 Trite Phrases Content Marketers Should Stop Using

Posted on August 28, 2015 by admin@saba4321

Clichés are poison to good writing. Especially when it comes to content marketing—something that should be communicating your brand’s unique image and creating trust between you and your reader. Using clichés is a quick way to ensure your words don’t stand out. Unfortunately, content marketing has developed a culture with an entire glossary of buzz words that most writers default to, and that can make a lot of articles sound like white noise.

Anyone researching your product or business is likely doing so because they want to know what makes it special. What makes your brand stand out from the rest? What do you offer that your competitors don’t? Try as you might, just about every online marketing company in San Diego will tell you using trending terms like the following aren’t likely to convince your readers that you’re very different at all.

1. Dynamic

This is one of those words that has become so widely (mis)used that it’s possible few people know its original meaning. “Dynamic” is a term originally used in physics relating to the “motion of material objects” that’s now grown to describe anything that’s complex, adaptive, or otherwise favorable. From teams and work environments to a single professional’s approach to his or her work, “dynamic” is used everywhere and it sounds dishonest as a result.

2. Results-driven

When was the last time you were attracted to a brand or company that cited stagnation as a goal? No one is driven by lack of results and resistance to advancement, and certainly no one is going to advertise that they are. Show, don’t tell, your readers that you focus on results.

3. Outside the box

This term is so overused that just about everyone has heard (if not used) it at some point. If you want your reader to believe your organization is unique, it’s best to think outside the box and go for a phrase that’s creative and hasn’t been repeated a million times over.

4. Innovative

Just like “outside the box,” using the term “innovative” instantly communicates the opposite of its meaning. “Innovative” means to “introduce something new or different”, and choosing such a commonly used word is derivative rather than innovative in nature.

5. Leader/Thought Leader

Proclaiming your brand or company as the leader in ABC or calling yourself a thought leader in XYZ is not only trite, it’s presumptuous and misleading. It seems that everyone is a leader these days, but who does that leave to follow? Like the other words on this list, these terms can be avoided by simply demonstrating you’re a leader through your values and actions—rather than following all the other “thought leaders” and using their terms.

For more information about content marketing strategies that can help increase your online exposure, contact Saba, Inc. at (858) 277-1717. We are a full-service internet marketing company in San Diego, specializing in SEO, PPC management, social media, and web design and development.

Creating a Landing Page That Converts

Posted on August 26, 2015 by admin@saba4321

You’ve done market and keyword research. You’ve created AdWords ads (or something similar). What happens next?

You create a landing page that will convert by capturing a potential client’s attention, maintaining his or her interest, and keeping them focused on the benefits you’re offering.

Get the Headline Right

You have one chance to get your prospect’s attention. San Diego SEOs experts recommend keeping your headline short, but making sure it’s clear and effective. Lose the fluff, let potential customers know what to expect, and don’t skimp on the benefits.

Don’t Underestimate the Impact of the First Sentence

If you get the reader with the headline, don’t waste the first sentence. Present your irresistible offer or message right away. Your prospective customers are prone to resistance. You need to quickly address their problem and then tell them how you will solve it.

Keep it Simple

Make lists of ways you will solve their most urgent problem. Create bullet points instead of using long-running paragraphs. Limit the number of additional links on the page. Make sure the call to action is above the fold. And if you use a fill form, keep it short and ask only for what’s absolutely necessary.

And Speaking of the Call to Action

Start with and finish with a clear call to action. Make your prospect’s next step easily available and a natural follow on to your message. Every word takes them to the inevitable conclusion that reminds them why you have what they need.

Need help? Saba, Inc. is a full-service SEO company in San Diego offering website development and design, PPC management, and social media. Give us a call today at (858) 277-1717. We look forward to hearing from you!

How to Choose the Right Social Media Platform for Your Business

Posted on August 24, 2015 by admin@saba4321

With all of the different social media platforms, how do you choose which platform is ideal for your small business or service? Consider the following:

Who is your customer?
Are your customers mostly male or female?
How often do you want to interact?
What is the story you want to tell?

Once you have defined who you want to interact with, then understanding the strengths and assets of each platform will help you identify which ones you will want to participate in.

Facebook

Facebook is an excellent way to keep in touch with your current customers. This is an ideal place to introduce new launches or offer discount coupons. There is no character limit for posts, so Facebook is also an ideal platform to expound on any promotion, as well as post photos. Keep in mind, posting on Facebook also comes with stiff competition and your updates may get lost in the shuffle.

Twitter

Twitter is short and sweet, but don’t let the lack of characters determine the influence of this platform. Because of hashtags, this is a powerful way to gain the interest of new customers. Content on Twitter works best when it’s both timely and topical. This includes business updates, news in your related field, or interesting content from outside sources that’s worth sharing.

This format is ideal for businesses that are more visual. Posting great photos of your products or your business motto is a great way to draw people directly to your website. If your business is in anyway geared towards women, related to food, or deals with DIY, Pinterest is your go-to.

Google+

Although Google+ can feel slow at times, the user base is huge and the competition is relatively low comparatively. One of the biggest benefits to using Google+ is the boost your SEO efforts get, too. That alone could be well worth it.

Depending on your social media marketing objectives, you might also consider options like LinkedIn, Instagram, and YouTube. LinkedIn is great for B2B, although B2C companies are beginning to really figure it out, YouTube is ideal for demonstrating your product or providing how-to guides for customers, and Instagram can help supplement Facebook and Twitter, and works well for artsy businesses.

If you could use help managing your social media campaigns, reach out to Saba, Inc. We’re a local SEM company in San Diego, offering SEO, PPC, social media, and website design and development. Learn more about our services by calling (858) 277-1717 and speaking with one of our marketing specialists today!

4 Lessons Content Writers Can Learn from Comedians

Posted on August 23, 2015 by admin@saba4321

Content writers utilize many different styles and voices depending on their subject and whom they’re writing for. And often, this means looking to outside sources to research tone and language, among other things. Next time your online marketing team is diving into a project, suggest they take a cue from an unlikely source—comedians. Wondering why? Here are four lessons content writers can learn from comedians.

1. Command attention immediately

Comedians don’t wait to grab an audience’s attention and neither should a content writer. Whether they open with one of their best jokes or let the awkward silence drag on to elicit nervous giggles, they know the importance of making an impression out of the gate. Content writers, too, should hone their introductions to make sure readers are drawn in from sentence one.

2. Tailor content to your audience

Comedians do their homework on the cities they visit and utilize that knowledge to play on audience likes and dislikes. Likewise, content marketers should focus on the audience they’re writing for and know what they want and need. Give Bill Burr’s 2007 recording “Emotionally Unavailable” a listen and pay attention to how he uses funny subway anecdotes to pander to a big city crowd. This subject isn’t coincidental: “you know what I love about that joke?” he asks. “That joke only works in cities that have subways.”

3. Be original

Anyone familiar with the comedy world knows what stealing from others can do to your career. If you’re unaware, just read up on the controversy over Dane Cook’s supposed plagiarism of Louis C.K.’s jokes. Similarly, using other people’s ideas—or worse, outright plagiarizing—will only harm your reputation and that of the brand and/or business you’re writing for.

4. Know how (and when) to deliver your punch line

Transitions, timing, and proper build-up are just as important in content writing as they are in comedy. Of course, content writing requires that your main point be established early on, whereas a comedian has more leeway to use mystery to keep an audience engaged—but it’s still important to leave your readers with a satisfactory ending.

Need help creating engaging content for your website? Call Saba, Inc. at (858) 277-1717 and find out what working with a reliable SEO company in San Diego can do for your business. We believe content is king and can help you connect with your audience and increase traffic.

3 Steps to Republishing Content

Posted on August 21, 2015 by admin@saba4321

Every online marketing expert can vouch for the value of a steady stream of content. At some point, however, business and website owners might feel like they’ve exhausted all sources or simply don’t have the same publishing capacity. As such, it’s easy to look at the massive tome of old blog posts, articles, ebooks, and other content and decide to republish some of it.

While republishing old content isn’t exactly a trap, it can often become one. At Saba, Inc., a leading San Diego SEO company, we recommend business follow these 3 steps to ensure your content continues to bring in traffic no matter when it was originally written.

1. Pick Only the Best

There are more than a few business owners who’ve republished entire years’ worth of content in one fell swoop, then patted themselves on the back for their ingenuity. This approach is barely worth the time spent, and can often have negative effects on readership. Whether the blog selection is done subjectively or based on traffic data, San Diego SEM companies suggest choosing the content that ranks highest.

2. Update and Repackage

This is the crucial step. Content that is republished without so much as a proofread is not going to bring in results. Even better than editing is revising. Most businesses with an online presence change rapidly, and content can go outdated in a matter of months.

This usually doesn’t mean the entire article is unsalvageable. Rather, a few corrections and updates are all that is needed to bring the content to the present day.

3. Don’t Hide the Age

Republishing old content is fine, so long as the publisher doesn’t pretend it’s brand new. This is deceptive and can quickly erode trust among readers. Additionally, by going with a title that includes words like “Updated from 2014” or “Added content for 2015”, readers will note that the content within is sage, long-standing wisdom, and not something that can easily be ignored. That is, an updated older post is clearly not just fluff.

Old content isn’t exactly a gold mine. There’s more refining that needs to be done than simply digging it back up and republishing it. Still, if owners are willing to put in the necessary effort, they can reap great rewards from previously published material.

Need help managing your content marketing? Call Saba, Inc. at (858) 277-1717. We’re a full-service SEM company in San Diego, specializing in AdWords management, social media, SEO, and website design and development. We also offer free website audits and consultations!

Basic SEO Must-Haves for Any Business

Posted on August 19, 2015 by admin@saba4321

Whether you’re starting a new business or are simply unsatisfied with your current rank, ensuring you’ve optimized your site with a few SEO must-haves will help you connect with your targeted audience, move up the results page, and acquire more visitors.

1. Unique Content

The key to an effective search engine optimization campaign is unique content. There are many websites that have made the mistake of copying other pieces of information that are online. Search engines will lower your ranking if there is copied content on display. Instead, use unique sentences, structures, and words that set you apart from the crowd and help you boost your ranking.

2. Keyword Additions

Getting found means finding ways for search engines to read and categorize your information. Your headline, description, and meta tags along with other areas of your website highlight who you are by category. Ultimately, this will show you’re an authority on a specific subject, help improve your ranking, and drive targeted traffic to your website. Make sure to update and change keywords as needed to stay relevant.

3. XML Site Map

A common way that search engines read your website is by map. This highlights the categories and keywords that are on the site and helps robots identify who you are and what you offer. Adding in an XML site map ensures quick and easy access to content by search engines and gives you a way to check that your content is being indexed.

4. Time to Track

You can’t effectively measure results unless you track where you are in the rankings and what your keywords are doing. Your tracking system should include the amount of traffic you are getting, how visitors are finding you, and what they are doing on the website. This helps you to define changes that you need to make for your website while enhancing your presence.

5. Regular Updates

Any internet marketing company in San Diego will tell you updating your site regularly is key to your SEO efforts. Search engines recognize changes, updates and upgrades to keywords, new content and overall structure, meaning continuous work on your website will help you move up on the SERP.

Building and maintaining a solid website and its content is a full-time job, one that small businesses sometimes feel is better outsourced to a local SEM company like Saba, Inc. We offer SEO, PPC, social media, and web development San Diego companies count on. For more information or to request a free website audit, give us a call at (858) 277-1717. We look forward to speaking with you!

The Best Podcasts for Online Marketers

Posted on August 17, 2015 by admin@saba4321

Podcasts are one of the easiest ways for digital marketers to stay up-to-date on the latest news, trends, and resources for online marketing. If you’ve got a long commute for work or want to break up your workday, here are a handful of podcasts worth a listen.

Tropical MBA Podcast

This podcast started back in 2009 as the Lifestyle Business Podcast. Today, “Tropical MBA Podcast” is run by business partners, Dan and Ian, who work together to host an informative podcast dedicated to helping people build location-independent businesses. When you subscribe to their blog, you immediately gain access to over 200 back episodes of the Tropical MBA Podcast.

This Week in Startups

Hosted by Jason Calacanis, “This Week in Startups” brings weekly stories from the world of entrepreneurship straight to your inbox, an excellent resource for online content marketers. You’ll get an inside look at the goings-on of the tech world and strategies for growing your business.

The Mad Marketing Podcast

Marcus Sheridan, successful entrepreneur and founder of The Sales Lion blog, brings his unique style to his podcast, a question-and-answer type interaction between host and listeners. Instead of interviewing others, Marcus answers questions himself, and adds in the occasional bit of personal experience to help keep things lively.

The Old Marketing Podcast

For sixty minutes a week, hosts Joe Pulizzi and Robert Rose discuss marketing stories from the past week. They offer their opinion on something either great or terrible going on in the content marketing industry. They publish notes on their podcasts every Saturday, which can be accessed online. The archive goes all the way back to when the podcast started in November 2013.

Six Pixels of Separation

President of Twitch Image, Mitch Joel, hosts a weekly podcast focused on the world of marketing from the perspective of his digital marketing agency. Archives of over 450 episodes are available online at their website, all the way back to May 2006.

The Content Warfare Podcast

Hosted by Ryan Hanley, a VP of Marketing, The Content Warfare Podcast regularly interviews expert content marketers in an effort to learn the strategies they use to win the fight for their portion of the online marketplace.

Looking for more resources? Need a helping hand to manage content? Call Saba, Inc. today at (858) 277-1717. We’re a trusted San Diego SEO company, helping businesses across the U.S. and Canada connect with their target audiences and improve overall business. We offer complimentary website audits and are happy to answer any questions you might have!

How to Create Engaging LinkedIn Content

Posted on August 16, 2015 by admin@saba4321

Gone are the days when LinkedIn was used solely as an online resume. Today, professionals who want to stay relevant and businesses who want to increase website traffic can—and should—use LinkedIn as a soundboard. From job search advice to industry-specific content, LinkedIn users can now publish posts that allow them to demonstrate their skills and knowledge, share industry news, and highlight products or services using LinkedIn’s content platform.

This is an invaluable tool for any business, so how do you harness it in a way that encourages reader engagement? Try these tips from San Diego internet marketers to get started:

1. Don’t write for the sake of writing.

While it’s important to establish a presence in your industry, readers can sniff out insincerity—and that doesn’t reflect well on anyone. Rather, find topics that genuinely interest you and focus on that.

2. Be aware of trends.

By subscribing to LinkedIn Pulse channels, you can find trending topics amongst thought leaders and contributors alike. Contribute to the conversation if you have something to say, but don’t replicate another person’s post. Redundancy won’t impress anyone, so if you don’t have enough to say to warrant a full piece, consider commenting on another article instead.

3. Develop—and keep—a unique voice.

Research is important, but through it we can occasionally adopt others’ styles. If possible, try writing some of your content before researching, then add to it after and see if your voice has changed.

4. Include a relevant image.

It’s been proven that photos often boost the views and shares of a particular post, so consider paying a visit to one of the many stock image websites out there and grabbing a professional photo for your article. It could make the difference between your piece being scrolled past in a feed or catching someone’s eye.

Creating relevant content on LinkedIn is really quite simple if you’re willing to be patient and diligent. For more information on using LinkedIn for your business or to learn how to increase your online presence, turn to Saba, Inc. We offer PPC, social media, and SEO services in San Diego. Call us at (858) 277-1717 and schedule a free website analysis today!