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SEO or PPC: Where to Invest Your Online Marketing Budget?

May 19, 2016 By Melissa Cahill

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SEO or PPC

Among the first things new clients want help with is figuring out where to spend their marketing dollars.  Many business owners are not terribly familiar with Internet marketing, especially “inbound” or search marketing (that is, marketing that is driven by Google or Bing searches conducted by customers who are seeking your products and/or services. Panoptic’s clients generally need help understanding the opportunities, and guidance in deciding between whether to start with SEO – search engine optimization – or paid search advertising (also called Pay Per Click, or PPC).

The biggest, most pressing question is usually “which will bring me the better return for my investment?”

[Read more…]

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Filed Under: PPC

Four Ways PPC Advertising Supports SEO

May 12, 2016 By Melissa Cahill

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4 Ways PPC suppot SEO

Why would you want to undertake a PPC campaign if you are already investing in SEO? Here are four good reasons:

1.  PPC is a great way to identify effective keywords and assess your competition.

Data you collect when running PPC advertising campaigns provides you with precious “long-tail keywords” and at the same time lets you see who is competing for similar phrases. This knowledge can be leveraged to strengthen your content marketing plan for better SEO.

PPC can help protect your top organic search ranking2.  PPC can help protect your top organic search ranking

SEO reality check: if and when your website reaches one of the top spots on Google or Bing search results pages (SERPs), chances are there will be at least a couple of paid ads appearing above your organic entry. It’s infuriating when you work so hard to keep your site ranking only to have potential customers see a competitor’s website on top.
PPC gives you a way to show your ads multiple times in different positions on the SERPs. So if your site already appears organically on the first page of Google you can more or less dominate that page using just a few sets of really relevant search phrases.

3.  PPC lets you reach a more focused target audience across a broad spectrum of sites

PPC ads aren’t limited to the three- or four-line text links you see on Google SERPs. You now have the ability to advertise on other websites (known as Google’s Display Network) to a very narrow audience segment, targeting them to users based on demographics (age, gender) and their preferred browsing topics and areas interests. You can select the types of websites you want to advertise on – or even select specific websites that you know to be popular with your likely customers. In this way you draw in new visitors and introduce them to your products and services even if they didn’t run a search. While it’s not exactly SEO, it does increase your visibility exponentially.

4. PPC keeps you “top of mind,” giving you a second chance to engage lost visitors.

Let’s imagine that a person who visits your site decides to leave without taking any action. Maybe they look around a bit, but they do not convert — that is, they don’t take the action you had hoped they would, like making a purchase or filling in an inquiry form. Running PPC ads on Google’s Display Network gives you a way to remind this visitor, “hey you might want to check back.”

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Filed Under: PPC

Social Media Cover Photos 101 (Updated for 2016)

May 5, 2016 By Melissa Cahill

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Social media is fueled by the sharing of visual content. Some platforms, like Instagram, Pinterest, and Tumblr are built almost exclusively around visual content. So, if you’re seeking to gain visibility for your business via social media networks it’s important to know how to use images to their best effect.

There are a plethora of social media channels and all of them have different optimal dimensions for images. Below we’ve provided a “cheat sheet” that sums it all up.

 

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Filed Under: Social Media Marketing

Mobile Usability Matters for Good SEO

Apr 28, 2016 By Melissa Cahill

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It’s been a little over a year since Mobilegeddon rolled out; the Google algorithm update gave mobile-friendly websites a boost in mobile search rankings while penalizing sites that don’t provide a good user experience on mobile devices.

Because Google Search is in the business of delivering accurate and relevant results to its users, the Mobilegeddon update was their way of nudging webmasters towards the inevitable transition to a fully mobile world. Google now gives priority to sites that provide high-quality content with text that is readable and immediately usable on tablets and smartphones – that is, you shouldn’t have to scroll horizontally, or “pinch-zoom” to enlarge the text or use navigation menus or tap on buttons, etc.

Why Mobile Usability Matters for

Mobile browsing has been overtaking desktop browsing at an unimaginable pace. According to Pew Research, two-thirds of Americans now own smartphones and use them to access the web. So this push by Google is a good thing, and their guidelines for what constitutes “mobile friendliness” are clear and make sense. [Read more…]

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Filed Under: Mobile Marketing

Case Study: Blogging & Social Media for Apparel Network

Apr 26, 2016 By Melissa Cahill

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One thing we never fail to tell our prospective clients: online marketing isn’t for those seeking instant gratification. It takes a substantial investment of time and effort to identify and reach your target audience; it takes focus and persistence to reap real bottom-line benefits. So when we launched the Apparel Network website back in August 2014, the principals knew they had only taken the first step on their journey into the world of Internet marketing.

In order to grow and sustain a robust and engaging online presence, B2B businesses must offer more than basic brochure-type content on their website — and Apparel Network is no exception. They signed Panoptic to build and manage their business blog and get them started with social media marketing. [Read more…]

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Filed Under: B2B, Blogging & Content Marketing, Case Studies, Email Marketing, Inbound Marketing

How to Shop for an SEO Vendor [Infographic]

Apr 21, 2016 By Melissa Cahill

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With more companies starting to understand how essential real SEO is and how time and resource intensive it can be, business owners are opting to hire agencies to help them with their online marketing.  But how do you choose an SEO vendor?  There are so many SEOs and digital agencies that promise results, so it better educate yourself a bit before choosing one.

In our latest infographic we share some important considerations before and during your selection process so your investment won’t go to waste.  You can also read the full article, “Shopping For An SEO Vendor?” in The Social Media Monthly. [Read more…]

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Filed Under: Inbound Marketing, Search Engine Optimization

Keeping Your Email Marketing Fresh: List Segmentation

Apr 14, 2016 By Melissa Cahill

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email-list-segmentation

Part One of this article addressed engagement as an important factor in email marketing. List segmentation — the process of breaking your list into separate sub-groups based on the recipients’ interests – is another tactic that can help you increase engagement.

Let’s begin by accepting one, basic premise all for modern email marketing: relevance is what really counts. It’s easier to engage your readers when you’re giving them something that they find entertaining, useful and above all, relevant. [Read more…]

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Filed Under: Email Marketing

Keeping Your Email Marketing Fresh: Reader Engagement

Apr 7, 2016 By Melissa Cahill

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The success of your email marketing campaigns depends on several factors: the relevance of the content, the effectiveness of subject line and calls to action, and the quality of your list. In today’s post we’ll be talking about Reader Engagement.

email engagement

What do we consider a successful email campaign? That depends on what you are trying to achieve. For now, let’s think about success as your recipients opening your email and clicking on whatever call to action was included: maybe a link to purchase a product or to read one of your recent blog posts. These activities (opening, clicking) are what we commonly refer to as “engagement” (download this White Paper from the DMA around email marketing engagement metrics). [Read more…]

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Filed Under: Email Marketing

Case Study: SEO for Ecommerce Website

Mar 31, 2016 By Melissa Cahill

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SEO for Ecommerce ClientLate last summer, a manufacturing client came to us for help with their e-commerce website, which they believed to be underperforming. With over 20 years in the hair care products business, our client was generating over a million dollars in revenue annually and was hoping to expand into online sales — a natural next step for any manufacturer.  After all, selling products via the website is almost a no-brainer – it requires no additional sale force and has the potential to bring in as much, if not more, income than offline sales. [Read more…]

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Filed Under: Blogging & Content Marketing, Case Studies, Email Marketing, Inbound Marketing, Search Engine Optimization, Social Media Marketing

Social Media Readiness: Three Points to Consider

Mar 24, 2016 By Melissa Cahill

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Social Media Readiness

So you want to start promoting your business on social media – great idea!  The benefits of social media marketing should be fairly obvious by now: greater exposure for your products and services, a chance to interact directly with customers and potential customers – there are even SEO benefits as Google, Bing and other search engines increasingly include social factors when assigning ranking values to web pages. [Read more…]

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Filed Under: Social Media Marketing

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From the Blog

How to Boost Reach and Engagement Using Visual Content

By Redge Estebat

Creating and sharing visual content has been a marketing trend for several years now and it’s not about to fade anytime soon.  In fact, it has now become a MUST for any businesses that wants to be noticed on the internet.  These statistics testify to … Continue reading →

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