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    Mistakes to avoid when writing your own web copy

    Posted on by Alex Wilks

    One of the most effective ways to reach a new or prospective audience is by putting words to screen or paper. Aside from capturing consumer interest, copywriting is an artful way to deliver important messages that will appeal to the reader’s needs and desires. Although it may seem rather simple to effectively communicate professionalism and intrigue, there are so many ways in which sentences can be read and without a marketing professional on your team, who knows what mistakes you could be presented with. 

    Writing for everyone instead of targeting your copy

    Our individual needs and interests are unique to our personalities and since we’re all attracted to a variety of products and services, it’s important as business owners to orchestrate website and advertisement copy that will translate to the audience that you’re hoping to target. The primary goal of copywriting is to render essential communication that appeals to a mass audience. This could include offers, discounts, and promotions, industry-relevant news, or company updates. However, while the transmission of the information is necessary, it’s more significant that it resonates with its targeted crowd and sparks a positive reaction that motivates the prospective shopper to take action. So, instead of writing a generic paragraph to appeal to everyone that could potentially read it, write for those who’re already well-immersed in your market.

    Focusing too much on the promotion of products 

    While you should use both online and offline spaces to market your business’s products, it’s one of the biggest pitfalls that business owners get consumed by. Yes, good copy should capture the attention of potential customers, but focusing too much on the “thing” you’re selling isn’t as aspiring as the emotional connection to your brand that your audience craves. That’s why you should remember to use writing as a way to attract attention to the aspirations of your company, including the products and services, versus just listing their attributes. 

    Impressing yourself rather than the audience

    One of the many drawbacks of writing your own copy is remembering to take a step back and look at your product or service from a different vantage point. You obviously already love, admire, and believe in it, or else you wouldn’t have invested the time and effort into your company’s operation. So, it’s key to focus on speaking the language of the consumer, investing the time and resources into listening to their questions and concerns, and know what they’re looking for on their buying journey when you’re crafting compelling copy. 

    Trying to do it all yourself

    Unless you’re a trained expert, one of the biggest mistakes that business owners make is trying to write everything themselves. Professional copywriting is a skill that takes time and practice, and even after many years of application writers will still split up their tasks and have others review and edit their work. This is because we tend to oversee our mistakes, and with timelines and pressing delivery schedules rushing writing assignments, it’s very easy for inaccuracy. 

    What’s the best way to combat an oversight in your e-commerce marketing? Hiring a professional to craft high-class copywriting that can communicate the values of your business, of course! Working with a writer has never been easier, and many are happy to lay out a content-plan and clearly communicate what their future writing strategy will convey. 

    Are you ready to talk about content strategy? Drop your email below to start a conversation. 

    Three things we learned from last month’s SERP glitches

    Posted on by Alex Wilks

    For those who’re well enveloped in the world of digital marketing, you likely caught wind of Google suffering a massive indexing glitch last month. Since this bug dejectedly impacted the search quality among users for many hours, it’s worth discussing how this kind of disruption can affect business owners and those who work alongside companies performing their digital marketing services. 

    What does the term “SERPS” refer to?

    Search engine results pages (SERPS) are web pages that are served to users when they search for keywords using a search engine, such as Google or Bing. The user will enter their search query using specific terms and phrases, upon which the search engine will load and present them with a SERP. 

    Each SERP is very unique, as many search queries are performed on the same search engine using the same keywords at the same time. This is also because virtually all search engines will customize the experience for their users by presenting SERPS based on a wide range of factors aside from their search terms, such as the user’s physical location, browsing history, and social settings. This ensures that users get a more intuitive, responsive experience because while two SERPS may appear identical and contain some of the same results if you look closely, they will often feature subtle differences that might better appeal to that searching user. 

    Why SERPS matter for SEO

    If you’re looking to find out “why SERPS matter for SEO”, then you’ve come to the right blog. Think of SERPS as a search engine optimization (SEO) opportunity that shows users your site’s value by offering them passage with a clickable title and inviting page description. 

    Since the order of the pages that appear in the SERPS are determined by a complex algorithm that’s formulated by the search engine used, it’s easy to see how SEO is important. The search engine will judge each website based on a variety of factors that help to determine the relevance and value it shares to the searched phrase or keywords. Often, search engines will also make changes to their algorithms and offer users some insight into how the update impacts SERPS, to allow them to make changes and have a competitive advantage over other businesses who’re also looking to strike an appearance on page one. 

    What did digital marketing experts learn from August’s SERP glitches?

    On Monday, August 10, 2020, the SEO community noticed massive ranking changes in Google’s search results. While it initially appeared that Google updated its algorithm, it was way too far off to not be a glitch. Google confirmed that it was a bug and that it would be a few hours before search engine results were back to normal. Needless to say, while defects in the system are uncommon, they do happen, which is why your SEO team needs to be prepared for the potential of future glitches.

    Three things we learned from last month’s SERP glitches:

    • Beware of your analytics: If you’re checking your analytics and notice that Google’s organic search traffic experiences a huge shift from the day prior, you should remember that bugs happen and disregard the reporting instead of creating unwarranted stress. Keep in mind to follow up the next day to see if the glitch has been fixed. 
    • Rankings change: Search engine rankings are changing all the time, especially on a popular search engine like Google. If it happens on a large scale, assess online to see if they’re any reports from other SEO experts. 
    • SERPS matter: While you likely already know the powerful impact of appearing high on Google’s SERPS, now you better understand how the loss of traffic, new customers, and potential revenue greatly impact the success of your business. Investing in SEO really does matter!

    Was there anything else worth mentioning? Drop a comment below if there was something important that we missed.

    Popular trends in the realm of digital marketing that continue to stay relevant

    Posted on by Alex Wilks

    In today’s evolving digital landscape there’s an assortment of big business tactics that have proven to be beneficial to e-commerce companies. While generating results can be a challenge at first, many businesses are choosing to showcase a variety of digital marketing techniques to continue to flourish in their trade, and some of these popular trends are expected to remain relevant in the digital marketing industry for quite some time. 

    Digital influencing is becoming more common

    While some large-scale e-commerce brands have the budget to invest in a celebrity influencer, most can often use the funds towards another professional digital marketing service. However, it’s important to know the power of digital influencing as a business owner and how it can be useful when utilized by smaller influencers that have built their own community followings.

    For example, while it’s unlikely that you will be able to afford a celebrity like Steven Tyler as your brand’s digital influencer, that doesn’t mean that you can’t find a micro personality that possesses an impressive following. In fact, some of the best ROI on sponsored content comes from local superstars! Instagram is one of the best social media platforms to outsource a digital influencer, allowing you to check out their content and ensure that they would be a good fit that aligns with the values of your company. 

    Podcasting is continuing to grow 

    For those of you who don’t know, podcasting is a steaming application of spoken word digital audio files that a user can download to their personal devices for easy listening. Overwhelmingly enough, this form of broadcast has skyrocketed in popularity, with more and more businesses utilizing this technology as a form of digital marketing.

    As an e-commerce company, here are some things to consider before creating a podcast: 

    • Try talking about building your brand: Take a humorous or professional stance and establish yourself as an authority on the topics you discuss. 
    • Educate your current customers: Discuss industry-relevant news in an attempt to attract new clientele and answer the questions your current shoppers may have. 
    • Consider having a sporadic podcast: Unless you have a professional digital marketing agency handling your scheduling for you, consider podcasting once a month to provide some comfort to those loyal listeners. 
    • Take questions and offer answers: The ultimate goal of your podcast is to have customers tune in to what you have to say and if your content is important and interesting, consumers will feel that they’re in good hands with your in-depth, descriptive conversations. 

    The development of an intuitively designed website 

    While elements of web development and design have immensely changed over the years, the majority of business owners understand that a good website is needed to successfully market their company online. After all, what’s the point of investing in the strategic efforts of search engine optimization if the landing pages the visitors are directed to are slow and lack a positive user experience? Since a poor web design can cripple your digital marketing efforts, decreasing leads, conversions, and even your current customer’s trust in your expertise, when you hire a professional digital marketing agency to thoughtfully create your web content, consider the benefits of web design as part of your budgeted investment! 

    Which of the above popular trends do you feel is most useful in digital marketing? Drop a comment below to compare your opinions. 

    How Black Friday and Cyber Monday will change amid coronavirus pandemic

    Posted on by Alex Wilks

    While shopping holidays like Black Friday/Cyber Monday may look a little different this year, it doesn’t mean that you can’t utilize the months leading up to the infamous weekend to properly prepare your business to meet the demands of consumers during the pandemic. After all, this new normal has been great e-commerce business traffic and online conversions!

    What impact has COVID-19 had on businesses? 

    At the start of the shutdown, many small to large-scale businesses were forced to conduct mass layoffs and dig deep into their pockets due to their financial fragility. Since then, the economic impact of COVID-19 has only grown, leading to company closures as the take-up rates and fear of contracting the virus have kept consumers out of their stores and saving for a future rainy day. This major economic shock, even with the help of government aid, has devastated the retail sector, alongside arts and entertainment, personal services, food services, and hospitality. While it has been a few months since, remaining businesses are still feeling the aftermath amid this global crisis, and the uncertainty of when or if their operations will be able to return to the normalcy of pre-coronavirus is still unknown.  

    What are the consumer’s expectations? 

    While the famous saying, “business as usual”, is merely a form of marketing designed to assure customers that operations will be conducted the same as they always have, amid the pandemic, this marketing phrase has undergone some re-thinking to not strike the wrong tone with consumers. 

    Right now, while purchasing products and services for personal use or gifting is still shoppers want, they also want a company that aligns with their current values. This means that prospective customers and returning shoppers expect you to regularly update your business procedures for upkeeping provincial/state regulations and maintain your communication with them by providing comforting words to encourage them that shopping can be continued safely. 

    Are you doing your part but need the help of a professional digital marketing agency to do more? 

    Here are some suggestions on what they can assist you with to meet your consumer’s expectations:

    • Educate the public using brand authority. 
    • Highlight more sales and ways to obtain discounted products. 
    • Bring people together on your social channels to help bridge the gap that has been imposed through physical distancing. 

    More shopping will be done online

    Some big-box retailers like Wal-Mart, Kohls, and Target have already decided that they will remain closed this year during the annual shopping weekend with many more to follow as the greenlight for high-traffic, in-store shopping remains on hold. However, while you can’t bank on brick and mortar shops to shop the deals of Black Friday/Cyber Monday, you can be sure that online retailers will be stepping up their game to make this year’s shopping experience one to remember. 

    If you’re the owner of an e-commerce business, here are some ways that you can reap the rewards of Black Friday and Cyber Monday amid the coronavirus pandemic. 

    • Start building a cohesive search engine optimization strategy (SEO) to improve your search rankings. 
    • Attract buyers by hyping up your sales event using company social channels.
    • Run pay-per-click ads based on messaging that proved high-performance and appealed to your target audience in the past. 
    • Send out a vibrant email to your subscription list to ensure that they know what type of promotion you will have and which item(s) and service(s) will be on sale. 

    For those who need assistance getting off the ground and running or simply prefer the expertise for such an important e-commerce shopping weekend, it’s worth hiring a professional digital marketing agency to handle your online affairs and set the groundwork for some successful conversions. 

    How does your brand plan to keep up with the new normal? Drop a comment below to share with other entrepreneurs.

    An in-depth technical SEO audit is more complicated then you think

    Posted on by Alex Wilks

    The primary goal of search engine optimization (SEO) is to add value to your website by improving your site’s rankings in search results. But beyond that, the purpose is to attract more traffic and convert those potential customers into leads. That’s why conducting a technical SEO audit is a major deal! The following blog offers a little insight into what Trek Marketing may do during your technical SEO audit, as well as some suggestions for those who’re experienced enough to orchestrate one themselves. 

    What’s a technical SEO audit? 

    This form of digital marketing analysis is the process in which all of the technical aspects of your website’s SEO are checked to determine which fixes and improvements will allow search engine bots to better find your pages and website. Since search algorithms and online technologies are frequently changing, it’s a good business practice to perform a technical SEO audit every four to five months to ensure that you aren’t losing traffic to your competitors. 

    When should a technical SEO audit be performed? 

    Ideally, businesses should perform two to three in-depth SEO audits a year, with mini-audits in between, to guarantee that they’re able to reap the benefits of their SEO strategy. So, since a technical SEO audit is important for your user’s experience and website rankings, it’s important that your website is functioning properly and sending positive signals to Google to attract traffic. 

    While there are several technical SEO elements that you can check on during your audit, the first thing you should do when performing this time-consuming task is to ask yourself the following questions: 

    1. What are my overall business objectives? 
    2. Who is my target audience?
    3. Do I/will I have any business partnerships?
    4. How often is my website being updated? Do I have a web development company working on this?
    5. Will I be working with an SEO consultant? Will I need the SEO work done for me?

    After the above questions are answered, you will have a better understanding of your business goals and will be able to hire a professional or dive into performing your own technical SEO audit.

    What’s included in Trek Marketing’s technical SEO audit service?

    Our SEO specialists work on both on-site and off-site to meet the SEO needs of our clients. This included page layout optimizations, finding and fixing broken links, public relations, and innovative content creation. That being said, a technical SEO audit must first be conducted before we’re able to determine where your paid hours would best be spent. 

    Audits are bucketed into three separate categories:

    • Technical aspects: Crawl errors, indexing, and hosting
    • Content: Keyword research, competitor analysis, content maps, and metadata
    • Links: Backlink profile analysis and growth tactics

    To complete the above process, the client must provide a list of passwords and vendors to allow the SEO specialist access to third-party analytics tools, webmaster tools, website backend access, social media accounts, and more. 

    Are you experience enough to perform a technical SEO audit or would you prefer the assistance of a professional? Drop your opinion below to start a conversation.

    Exceed your marketing goals with these digital strategies

    Posted on by Alex Wilks

    We all know that marketing is the process of communicating value to customers and many tools help to aid the development of your online strategy. As a savvy e-commerce business whose purpose is to always look for ways to connect products and services with consumers, the opportunities to boost your awareness and credibility are endless in the realm of digital marketing. That being said, here are some cost-effective ways to effectively engage with your target audience.   

    Invest in more time spent on social media engagement 

    If it isn’t already, social media should be an essential part of your business marketing strategy. The diverse world of social platforms helps you to reach out and stay connected with your customers, increase the awareness of your brand, as well as boost leads and sales. So, not only are you better able to improve your company’s image through social influence, but it also aligns with your desire to invest in some low-cost digital marketing strategies. 

    Customer satisfaction plays a vital role in the continued success of your business, which is why social selling has proven to be a great way to reach new and recurring customers by posting relevant content mixed up in between sales and other promotions. The best part is that you’re able to try out various social media channels to determine which platforms reach your target audience and which are disadvantageous for your brand’s demographic. 

    Are you well-versed in visual or auditory storytelling?

    People are drawn to different types of advertising, including magazines, radio, television, billboards, and social endorsements, however, one thing all of the following examples should share is the ability to create an expressive, meaningful story. Regardless of what product or service you’re trying to sell, audiences value content that’s entertaining, informative, and either audial or visually appealing. This means that you should be focusing your attention on low-cost digital marketing strategies that can meet the continual needs of your customers, and there are so many professional services that can you help. 

    At Trek Marketing, we tell your brand’s story in a variety of ways by servicing low-cost digital marketing strategies such as PPC Advertising, Search Engine Optimization, Email Marketing, and Blogging. All of the above strategic digital elements involve carefully creating either content or visual elements to draw in your audience and boost conversions. So, if you’re looking for a service with a return-on-investment (ROI) that you can count on, let’s have a chat about getting you on board with some professional digital marketing services. 

    Looking for other ways to enhance your campaigns?

    If you’re a larger scale business, it’s possible that you already have the above services on-the-go, which is why we have a few more suggestions for those who’re furthering their company goals. 

    • Consider starting a hashtag campaign.
    • Look for new customers on search forums by proactively building relationships. 
    • Promote case studies to advertise on your business webpage. 

    Do you know of any other low-cost digital marketing strategies that may help prospective business owners amp up with advertising? Drop a comment below to share with our readers.

    How to use digital marketing for the insurance industry

    Posted on by Alex Wilks

    In today’s digital age, insurance marketing trends rely on the internet as their key to success, and with companies slowly improving their approach towards digital marketing strategies, new tools are being used to retain and attract new customers. Below are a couple of important tips that insurance companies can use to improve their brand presence using digital marketing as their strategy. 

    Utilize a variety of social media channels to advertise your brand

    Many established insurance brands invest their efforts into offline marketing services like billboards or newspaper advertisements, but it’s incredibly beneficial to use a mix of both traditional and digital marketing approaches if you’re hoping to reach new clients. That being said, it has become essential for insurance companies to expand their online footprints to appeal to the younger demographic, which includes a presence on a variety of social media platforms and channels. Creating a channel on YouTube or a business page on Facebook offers a different type of consumer reach, and since every platform has its own charm, it’s important to utilize each component that’s offered. Take advantage of the fast-paced ability to provide customer service and enjoy a breezy communication style that gives you ample opportunity to solve any issues the customers are experiencing.  

    Since insurance marketing trends show that social media is the ultimate source of traffic and new customers, it’s important for you to create an official, verified account where customers can reach professional representation with queries, complaints, and positive reviews. Chatbots are also a great choice for businesses who are left answering the same basic questions, simply pre-program some responses into the system and provide immediate, detailed information with the addition of a request to speak to a representative for further questions and assistance. 

    Content marketing helps to build effective customer relationships

    You’ve probably heard the phrase, “content is key” and when it comes to insurance marketing trends, it’s essential for your business to produce prudent, useful content to ensure that customers will return when their policy needs to be renewed. While staying in touch with returning customers is a feat on its own, it’s also important to attract new customers through the use of content as part of your ever-growing marketing strategy. However, you’re likely wondering how easily this can be achieved? 

    Search engine optimization techniques help to improve the organic reach of your website and are able to improve your brand’s image in the eyes of the consumer. When content is written on your website using target keywords and phrases (this could be within your “About Us” page, blog, or even a product description) your landing page will creep up in the search results, making your website easier to find and more likely to be clicked. 

    Do you have any advice to offer insurance companies on the web? Drop a comment below to share with our readers. 

    How does social media help your online business?

    Posted on by Alex Wilks

    Regardless of whether you’re a new or seasoned e-commerce business owner, the realm of social media is constantly evolving. In Canada alone, there were approximately 25.3 million social networking users and that number is projected to grow to over 27 million by 2023. So, if you want to keep up with the competition in the coming years, you need to either learn to better use social networks or pass the torch to a social media marketing management team to handle the efforts for your business. 

    Social media creates brand awareness 

    While having a beautifully designed website is a great way to attract prospecting shoppers, one of the best ways to get your e-commerce business noticed is through web traffic. With an assortment of social media platforms at your fingertips, you’re able to start developing an advertising strategy that expands traditional word-of-mouth, and is amplified through shared content. Not only will visual content provide you with many engagement opportunities, but you’re also able to answer consumer questions, maintain growing relationships, and even find new leads through the use of social media. 

    Unsure of the media channels that would best benefit your business? Most established digital marketing agencies offer some form of social media marketing management service that will allow them to take the reins by strategizing ways to lead your presence online. 

    Social media builds relationships with new and recurring customers 

    Unlike traditional marketing, social media marketing provides an innovative opportunity for two-way interactions to take place between business owners and consumers. This enables a means of building and nurturing relationships by sharing content that your audience values rather than just using the platform to promote services and products. Social media also invites conversation by allowing customers to comment and share your posts! However, if you want to do well, remember to listen to your audience and further refine your social media marketing strategies through professional management. 

    Social media allows you to provide better customer service

    Whether you have your personal smartphone hooked up to your business social accounts or you’re simply religious about posting, social media works as a great tool to handle any discrepancies, customer lashing, or simple questions that need answering before a purchase is carried out. Unhappy people often take to social media to vent their frustrations and if your business has an online presence, there’s great opportunity to rectify a bad experience or offer your perspective to an unruly customer that’s only bashing you in hopes of receiving something for free. 

    If you have trouble winning customers over through online services, a social media marketing management team member may be the perfect addition to your staff, enabling them to be available to listen to customer complaints and reply promptly to offer solutions. 

    Are you a small or medium-sized business that is struggling to create a social media presence? Drop a comment below to discuss strategies that haven’t been working thus far for your online business.

    Why your business website needs a blog

    Posted on by Alex Wilks

    A blog might not seem like the most important investment for your online business, but it has the potential to benefit your brand in a variety of ways. So, if as an e-commerce entrepreneur you’ve been wondering about whether your website needs a blog, the answer is a yes! Posting industry-relevant content, how to’s, and generic information reads frequently help businesses improve their search engine optimization (SEO), drive traffic to their online storefronts, build a roaring audience, engage with consumers, and ultimately, drive conversions. 

    How does blogging work to improve your SEO?

    When someone searches for a key term, phrase, or set of words in the hopes of finding more information on that item or service, your e-commerce business must appear high on those online search engines so that customers can find your websites organically. When you possess a company blog, each post that’s published creates additional pages for search engines to index. In addition to valuable content and relevant keywords, internal links are also helpful to include in your blog entries, as they help bots to crawl your website more effectively. So, be sure to invest in an SEO strategy that will help you to achieve a favourable ranking. 

    Bring your website some added traffic

    Now that you understand how SEO works to attract shoppers, you can also recognize how your blog will help you to bring in some additional traffic. When your e-commerce website has an active blog, the helpful, high-quality content gives shoppers a reason to peruse your website and may even encourage them to return regularly or subscribe to your online e-newsletter if they like what you have to say. It’s always best to use your blog to assert yourself as an industry leader by providing tips, tricks, and trends, rather than just sales content if you want to attract high-quality traffic.  

    Build up your audience

    Having an e-commerce blog that features a variety of excellent content will help you to build a reputation with your brand, which in turn, builds a sense of credibility and trust among consumers. So, as first-time shoppers and long-standing customers continue to read and comment on your blog, they may even make a point to consider you for future questions they have or even better, trust in your blog to provide them with some feedback you need. 

    Engage with your consumers’ long term

    Some business owners consistently experience a variety of diverse shoppers while others build a rapport with returning customers that have grown to know and love their product. Whichever side of the business spectrum you specialize in, there’s no arguing that blogging is an invaluable tool that will continue to share important information about new arrivals and established products, events that your company may be hosting, expos you will be attending, promotional offers for consumers to snag, and even tips about the industry that may interest your audience. Also, don’t forget to include a thoughtful call-to-action at the bottom of your piece to invite customers to comment and start some dialogue with other readers. 

    Does your e-commerce business have a blogging strategy? Since Trek Marketing specializes in creating SEO-friendly content for businesses of all sizes, we encourage you to reach out and contact us with any questions you might have.