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Marketing Flywheel Guide 2021 – Everything You Need To Know

Marketing Flywheel Guide 2021 – Everything You Need To Know

Nowadays, marketing flywheel has seen dominating the internet. From Amazon to Hubspot, flywheel has proven to be a successful marketing approach. Many popular and experienced marketers suggest it as a great strategy to increase customers. But what is a flywheel? Is it better than a funnel? How to build it?

Here’s everything that you are looking for.

What Is A Marketing Flywheel?

Marketing Flywheel

Image Credit: brandpoint

According to Jon Dick of HubSpot, a Marketing Flywheel is a “circular process where clients feed growth.” It is the upgraded version of the traditional marketing funnel.

CHECK OUT OUR DETAILED GUIDE ON MARKETING FUNNEL IF THIS TERM SOUNDS NEW TO YOU!

If you have marketing funnel awareness, it will be easy for you to understand the marketing flywheel concept. Unlike the marketing funnel, the flywheel does not end after the customers reach the last stage of the buyer’s journey- conversion. Instead, it uses the existing customers to boost new leads and the overall growth of your business.

Practical Example: There’s this guy named Sam, looking to purchase a new pair of shoes online. He searched for “Nike Air shopping” on Google and clicked on the first website on his search results. Sam scrolled through the collection, added his favorite pair of shoes in the cart, entered the payment information, and placed the order. That’s not the end of the story.

He became a loyal customer of the brand and started promoting it to others. But why did he do that? Because he entered the marketing flywheel of that business which encouraged him to stick with them for a long time. That’s how a marketing flywheel uses existing customers to attract new leads.

Things To Focus – How did Sam get attracted to that brand’s website in the first place? Because he saw it on the top of his search results. “Do you know that 56.36% of all clicks go to the top-ranked website”? Either that brand might have used PPC or SEO to achieve that rank. You can do the same.

LEARN TO RANK HIGH USING SEO

AND CLICK HERE FOR AN IN-DEPTH PPC GUIDE!

Now when you know what a marketing flywheel is and how it brings more sales and leads, it’s time to dig a little deeper. Let’s discover what a marketing funnel is made up of- its components:

Components Of Marketing Flywheel

Components Of Marketing Flywheel

In a traditional marketing funnel, a customer’s journey is described in numerous stages starting from awareness and often ending at conversion or purchase. The structure of the flywheel is quite similar. But it consists of only 3 phases:

Attract- In this stage, potential customers get aware of your business. They develop an interest in your brand, assuming you provide a solution to their problems.

Engage- This phase includes providing education, solutions, and personalized customer services to the visitors.

Delight- In this step, businesses focus on creating a positive shopping experience and strong relationship with the customers so that they become your promoters, helping the flywheel spin back to the first stage.

Let’s unfold these phases from deep and understand which marketing tactics are used in each:

First Phase- Attract

The first step of an inbound marketing flywheel is all about attracting people to enter the wheel. This step is similar to the first step of the marketing funnel. Attracting your potential customers isn’t hard if you give them hope that you can solve their issues. This phase focuses on encouraging the customers to start their buyer’s journey.

Example- Sam was scrolling through his Facebook account when he came across an advertisement for an organic hair shampoo that “controls hair fall within one week.” Sam got curious to know more about that product. He clicks on it, visits the website, and enters the marketing flywheel of that brand.

Real-Time Example: Inshorts

Real-Time Example: Inshorts

This is an Instagram ad for Inshorts. By asking the question like- “don’t have time to read the newspaper?”, it grabs the attention of the user. And the caption below creates interest, encouraging the visitor to click on “Install Now” and discover if it’s really possible to read a newspaper in 2 minutes. And that’s when this brand succeeded in making a visitor enter its flywheel.

Following are the tactics you can use to gain your target lead’s attention and bring them to your website:

  • Content marketing and blog posts
  • Social media presence- both paid and organic
  • On-page SEO, off-page SEO, and keyword strategy.
  • PPC and video campaigns

Second Phase – Engage

After the customer reaches your website or enters the first stage of your flywheel, the next step is to offer them more quality content or information. Your focus should be on convincing them to purchase your product or services. And the only way to convince them is to resolve some of their issues through your content.

Example: Sam is now reading the product description of that organic shampoo. The brand has provided lots of useful content about the product, like how it controls the hair fall, the benefits of ingredients present in it, and much more. But it isn’t enough to convince him about purchasing it. So he watches a few videos of the product, goes through some reviews, and reads testimonials of previous customers, all of which is provided by the seller. Now he has everything needed to make his decision. Sam is convinced to purchase this product because he was suffering from hair fall issues, and he is completely sure that this shampoo is the right cure to it.

Practical Example: Amazon

Amazon

  • The brand grabs visitors’ attention by offering them a great deal.
  • Leads get interested to know more about it so they click on the ad.
  • The ad directs them to the landing page where they find various products, in our case they are shoes.
  • The prices are affordable so users scroll down the collection.
  • They pick a product to learn more about it in detail through the description.
  • The product was fulfilling their needs so they decided to finalize their choice.

And that’s how Amazon brings their visitor to its flywheel sales model and successfully moves them on to the second phase.

Fill your website with as much useful and quality information as you can. It will help you build a stronger and long-lasting relationship with your customers. The tactics you can use in the engage phase are:

  • Segmented email campaigns
  • Free demos and gated content like downloadable templates, eBooks, and whitepapers.
  • Visual content like detailed explainer videos and webinars.
  • Offering a free trial of your services or products.

Example: Amazon

IPHONE amazon

It is one of those brands using the above tactics. In most of their product pages, they include detailed explainer videos to help the user better understand the product. This way they increase their user engagement rate, strengthening their customer-business relationship.

Third Phase- Delight

delight customers

This is the phase that separates the marketing flywheel from the marketing funnel. What happens in a funnel is-

  • Visitors get attracted to your brand.
  • They engage with your content.
  • They decide to convert into customers.
  • Finally, they purchase your product or services and get converted into clients.
  • They exit the funnel, and the process starts from the top again.

Do you notice something? The marketing funnel does not give any reason to your clients to come back again. But the flywheel does. If you have reached this phase and helped your visitors gain solutions for their specific issues, all while providing them extraordinary customer services along the way, then you have gold in your hands.

You have successfully created a happy customer that values more than gold. In this phase, your job is to nurture this relationship you have created.

“In The Third Phase, Your Goal Is To Create Promoters For Your Brand.”

This is how the cycle of the flywheel will be completed. By creating the promoters, you can ensure that the wheel keeps on moving, thus ensuring the constant growth of your business.

Example: It has been weeks since Sam ordered that shampoo. He had some issues with the delivery, but they all got resolved because of the premium customer support of the brand. Sam is now recommending all his friends and acquaintances to try products from that company. He has become a loyal customer because that brand offered him superior quality services from the starting itself.

Harriet, the co-founder of CocoFinder says- “one of the biggest and notably the most important advantages of using the Flywheel Model is that it helps focus on enhancing a customer’s journey even after they’ve matured into a customer. Nurture them from the very first moment they become a customer up until the stage when they turn into subject matter experts (gain expertise in our product and/or service) and brand advocates.”

Following are the list of tacts that you can use in this phase to make your customers loyal to your business:

  • Hosting networking events.
  • Offering exclusive “premium membership only” content in the form of webinars or eBooks.
  • Personalized email campaigns
  • Creating referral programs
  • Inviting the clients to try new products, services, and features.

Just like the marketing funnel, there are various types of marketing flywheels. Let’s give you a few examples:

Popular Types Of Flywheel

Organic Flywheel

Organic Flywheel

In an organic marketing flywheel, you have to publish the highest quality SEO-friendly content on your website and then promote it across online channels like- email, social media, etc. Doing this attracts target visitors who will engage, share and visit your content multiple times, boosting your website’s authority, helping you rank better on search engines.

Why Named Organic?

This flywheel is named organic because it uses organic tactics like SEO to attract organic attention. To keep your organic leads engaged with your website for a long time, you can take the help of a chatbox.

This facility makes it easy to start a conversation with the visitor. There are so many companies that have benefited from the organic flywheel, including Bugger, HubSpot, Moz, Drift, and many more. If they are getting results from it, why can’t you?

PR Flywheel

PR Flywheel

In the PR flywheel model marketing, creative ideas are the starting point. In this flywheel, you create relationships with the press and media, priming your pitches. The ideas you produce help you become viral and gain media attention. The buzz about your brand increases your visibility at a larger scale and attracts more fans and loyal customers, who will promote your business further.

Freemium Flywheel

In this flywheel, customers are provided free access to limited features of your services and products. If they find your service or product useful, they will promote it to others in exchange for unlocking more features for free or at a discounted price. This flywheel attracts a good amount of paid and free users, helping you increase your business growth.

Dropbox used the same flywheel to propel immense growth. Users could get only 2GB of free storage, and they can increase the limit by inviting their friends to the platform.

Referral Flywheel

You won’t believe it, but famous email newsletters like The Hustle have also used the referral flywheel to drive massive growth. First, to attract new subscribers, they use paid ads. When subscribers invite their friends to join, they get rewards. The more referrals a user generates, the bigger rewards he receives.

You can use the same strategy for your firm. However, to receive maximum results, you can personalize this flywheel according to your needs.

But wait, do you know how to create a marketing flywheel? Probably not. Then let’s learn how to build it:

How To Create A Marketing FlyWheel – Read And Create

If you search on Google, you’ll find numerous bloggers suggesting so many ways to create a flywheel. And yes, there isn’t only one method to do so. Different businesses have different needs, and so their flywheel includes different steps.

To help you understand the basics of building a flywheel, we have put together the whole process into three simple steps:

Step One – Create Content For Your Buyer’s Journey

The first step in building your marketing flywheel is mapping out your buyer’s journey and creating content according to it. Follow the same steps that you did in the marketing funnel. Start by awaring people about your business, followed by other steps- interest, consideration, intent, evaluation, and purchase.

At different stages of the flywheel structure, use different types of content. Here’s the content strategy you should follow:

#1 Awareness Stage
The content should aware people about your expertise and how you can solve their problem. Remember- you don’t have to give the whole solution. But just an idea that you have their solution and to obtain that, they have to visit your website.

#2 Consideration Stage
At this stage, the visitor is convinced that you have a solution for their issues. Now you have to provide them useful and valuable content that proves that your product or services can resolve all their problems.

#3 Decision Stage
This is the game changer stage, and the content you provide here directly impacts your sales. Create content that helps your audience decide that your services or products are the best fit.

“Remember- Not Every Visitor Will Become Your Customer. So Do Not Try To Oversell Your Services Or Products.”

Help Tip: Apart from providing valuable content, give your customers something worth making their final decision in your favour. It can be free consultations, freemium tool offers, information regarding new webinars, etc.

Step Two: Use Topic Clusters

In this step we focus on gaining organic traffic from search engines like Google through topic clusters. A topic cluster is a way to create and organize your content to establish your website’s authority on specific topics. An increase in the authority will attract more target organic traffic to your website.

Applying topic clusters on your blogs helps you rank high on Google, giving you exposure to a wider audience. Here’s how you can create your cluster:

  • Start with identifying the key topic that you would like to cover in your blogs.
  • Once you know your topics, then comes the role of research. Research each topic in detail and identify subtopics for them.
  • Then create content for each of these subheadings.
  • Build a landing page to publish your content.
  • Now place inbound links in your webpage with various topics.

That’s all! This is how you create clusters that will help your website gain authority.

Now when you have created the right content for your website and know which content strategy to apply at which stage, it’s time to complete the wheel.

Step Three – Complete The Wheel

The last step in creating a marketing flywheel is providing your customers a reason to promote you. Flywheel revolves when your existing customers promote your business and bring more clients to your website. Offering quality products or services isn’t enough to convince them that you are worth dealing with more than once. You have to create a positive and long relationship with your customers. And here are some ways to do that:

  • By providing superior quality customer support during and after the whole buyer’s journey.
  • Give them side benefits of promoting your business like- discounts or free coupons on a certain number of shares.
  • Take surveys and ask their opinions about your services. Make them believe their opinions matter to you.

These are a few ways to complete your flywheel and successfully produce customers that will act as promoters for your brand.

Business Owners Views on Flywheel Approach

Let’s see what people who are using this approach in their business says about it:

Rex, CEO of Gadget Review:

“We use the marketing flywheel strategy as a comprehensive means of improving the customer experience and continuously building upon interconnected efforts to achieve the end goal. Marketing flywheel is a solid structure that helps us tie together all the elements of our business. Instead of just focusing on the straight line to a sale, we have taken into account the gradual nature of the customer experience and everything that plays into that.”

Alina Clark, Growth Manager and Co-founder of CocoDoc:

“A flywheel is a system designed to store kinetic energy as efficiently as possible. At first, spinning a flywheel is difficult. However, once momentum is created, this form of contraption can spin and sustain its motion on its own. This concept is the foundation of the marketing wheel.

Companies can best serve their audience by combining marketing, distribution, and customer success departments, which creates momentum and produces both repeat sales and new consumers through word-of-mouth marketing.

You can use the flywheel to push referrals and repeat purchases by using the energy of your satisfied customers. In a nutshell, the company continues to run.”

Simon Elkjær, the Chief Marketing Officer of avXperten, home of Denmark’s most affordable electronics:

“Adopting the marketing flywheel model has opened our business to realizing our full potential and other multiple benefits. Besides making our customers feel more included in the entire process, it has also shifted our focus into further improving our products, service, and the overall experience we provide our customers with. In simpler terms, a marketing flywheel has made it easier for us to reach new customers while also making sure that we meet the demands of our industry.”

Daivat, Director of Operations at Force by Mojio:

“ We use the marketing flywheel as an alternative to the more traditional marketing funnel model. The marketing flywheel guides our decisions on everything from product design to our customer success phone line messages. It gives all of our employees and managers an easy way to visualize the important role that customers play in our company. We aren’t just laser-focused on creating new customers. We want to help, support, and nurture the experiences of our customers.

The flywheel has helped us set goals for our customer success team. Rather than think about customers in terms of retention and churn, we focus on how every aspect of the business can support customer experience before, during, and after they reach out with a concern or complaint.”

Ravi Parikh, CEO, RoverPass Campground Management Software:

“The marketing flywheel is an important part of how RoverPass brings teams together to set and reach common goals. Instead of viewing marketing, sales, and customer success as different stages of a process (like the funnel does), we look at all of these teams as critical for giving the best overall experience possible during the customer lifecycle.

We have found it easier to provide guidance and standards for employees in sales, marketing, and customer success when we take a customer-centered approach.”

After reading all the above comments, clearly, marketing flywheel is a must-try approach for businesses. It revolves around customer relationship management and is the future of marketing. But what is that core element that makes this strategy successful? The answer is:

Compound Effect Of Marketing Flywheels

When you include a marketing flywheel into your client’s buying process, you’ll discover how powerful it is. Flywheel shows a compounding effect in which you start receiving bigger results with the least efforts. Let study this effect in detail:

Learn: How Flywheel Is Better Than Funnel Using Mathematics

** Tip: If you hate mathematics just skip to the case study lines.**

The formula given below represents a business as a whole funnel. The formula determines the new customer growth which further helps to understand how efficiently you are spending your sales and marketing budget to gain new customers.

The Funnel Equation For Customer Growth:

NCfunnel = ((TSE + TME) / CPL) x Conv

Where:

  • NCfunnel= New Customers
  • TSE= Total Sales Expenditures
  • TME= Total Marketing Expenditures
  • CPL= Cost Per Lead
  • Conv= Conversion Rate(of leads to customer)

So, New Customers= ((Total Sales Expenditures + Total Marketing Expenditures) / Cost Per Lead) x Conversion Rate

K-factor in Flywheel:

The k-factor is a simple and straightforward way to measure how your existing customers will help your company grow by measuring how willing and effective they are at promoting or referring your brand to more customers. It helps to measure a client’s willingness and ability to attract other people to your business. You can also say that the K-factor measures organic growth or “an action-based measure of happiness”.

The formula for K-factor is as follows:

K= (i)(C)

Where:

  • i= number of referrals per customer
  • c= conversion rate of each referral

Suppose, every one of your customers tells 20 friends (i= 20) about your business and each one of the referrals has a 35% chance of getting converted (c= 0.35). Therefore, K= 7.

The Impact Of K-factors On Your Customer Growth

Remember- Happy customers aren’t good to have, they are a must-have.

Let’s learn how K-factor impacts your customer growth:

So the first formula we learned was: NCfunnel = ((TSE + TME) / CPL) x Conv

Now, add the K-factor for flywheel in it, the formula becomes:

Note: Instead of just knowing only the new customers, we are using (1 + K) to represent the total number of new customers including the existing customer base.

NCflywheel = [ ((TSE + TME) / CPL) x Conv ] x (1 + K)

OR

NC flywheel = NC funnel (1+K)

There the result comes out to be NC flywheel > NC funnel (1+K); as long as k > 0

So with a marketing flywheel, you can find ways to convert your customers into your brand ambassadors who can refer you to new people. And these new people are undoubtedly your new leads. That’s how Flywheel marketing is better than Funnel marketing.

Let’s explain this with a case study: Your firm has a total marketing and sales budget of around $20,000 and you have 100 new customers. Let’s find out how many more customers these new ones will bring:

NCfunnel= 100

Suppose K factors is 1, then

k= 1; NCfunnel= 100 (1 + k) = 100 (1 + 1) = 100 (2) = 200

This means that every 100 new customers brought you an extra 100 customers. This proves the benefit of the k-factor and thus marketing flywheel. A flywheel is the best way to increase the k-factor and thus new leads.

Know The Power Of Compounding From This REAL CASE STUDY of Hubspot

As said above, compounding is the effect when you receive additional benefits or interest from your investment. Here is an example of the Hubspot flywheel that will show you the power of compounding. Look at this Hubspot’s organic traffic growth chart showing the results for compounding of marketing flywheel:

organic

In July 2016, Hubspot was getting around 1M organic traffic every month. They used the compounding effect of a marketing flywheel to increase their traffic. What they did was- they offered their customers interactive live sessions on social media, free eBooks, and other amazing features to make their visitor’s buyer journey more seamless.

And as you can see, From January 2017, their monthly traffic raised from 1M to 2.5M. And after July 2016, they have literally doubled their traffic. And today, Hubspot is getting 4 times more organic traffic than what they were getting in 2016. They have been earning the interest on their investments they have done in the earlier days in the form of increased traffic.

Momentum Is The Growth
The flywheel generates momentum as it spins. The faster the spinning, the more it builds momentum. And with each spin, your brand creates a large pool full of happy and satisfied customers.

Those clients are highly motivated to engage with your brand more- buy more of your services or products and promote your brand to others. This results in more new leads, increasing the momentum of your marketing flywheel.

Just Imagine
Imagine a metal flywheel in a factory. It weighs quite high. You are trying to rotate it on the axle, putting in lots of effort. At first, it moved a little bit. Then finally, it completes a full round. The more you push, the faster it rotates.

Flywheel Multiplies The Marketing Efforts

Each round of the flywheel is the result of the efforts you placed earlier. It’s called compounding your investment of effort. First, one thousand times faster, then five thousand and then ten hundred thousand faster. The huge and heavy wheel keeps on rotating with almost an unstoppable momentum. That’s what a marketing flywheel is known for.

It makes your marketing efforts many times more powerful, effective, and efficient. At the same time, with increasing momentum, it becomes easier to generate results. Hence, the faster a flywheel spins, the more momentum it builds and the greater your business grows.

Final Takeaways

Experts say that Marketing Flywheel is the key strategy behind the success of many popular brands. The most relevant example is Amazon. They have been practicing their version of this tactic way long before it got into the spotlight.

Their wheel looked like this: in the early stages, Amazon lowered the price that increased its customers’ visits. They focused on providing quality services at all the stages of their buyer’s journey.

As the number of customers increased, so did their sales volume, loyal customers, new leads, and commission from third-party vendors. That’s how their flywheel helped them grow back then and serve its purpose till today!

So, that’s all on market flywheels.

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How To Optimize SEO For WordPress Website?

How To Optimize SEO For WordPress Website?

WordPress is the most famous and widely used content management system (CMS) in the world. Moreover, it acquires 40.6% of all websites on the internet. Here are few interesting facts that you should know about WordPress:

  1. WordPress hosts blogs written in 120 languages worldwide, including 71% of blogs in English and 29% of WordPress blogs written in other languages.
  2. Around 70 million new posts and 77 million new comments are published each month.
  3. Over 409 million people view more than 20 billion pages each month.
  4. 500+ Websites are built daily on WordPress while 60-80 each day on Platforms like Shopify, Wix, and Squarespace.
  5. Many well-known brands and magazines are using WordPress websites, and they are no doubt very successful like BBC America, Bloomberg Professionals, Sony Music, Thewaltdisneycompany, and Microsoft news.

Why WordPress Is Good for SEO?

1. Open Source and Free to use: It is free software that means you can download, install and use it without any costs. One can create any website for any business and blog. There is a catch: you still need a domain name and web hosting for the installation of WordPress.

2. WordPress is multilingual: You can easily convert your WordPress website into many languages with the help of a plugin. This provides an opportunity to optimize your WordPress website for multiple languages. Here are a few plugins you could try:

3. Adaptable to your requirements: Nowadays, people use WordPress to create blogs and other types of websites like Galleries, eCommerce sites, Rating websites, and many more. You can easily build these types of websites with some plugins without wasting much time and easily optimizing SEO.

4. Multimedia Support: On WordPress, you can easily integrate videos either by embedding codes or by uploading them. You can also add images, audio, and other media types to engage the people and make your website more interactive. Media types like embedded youtube videos, Instagram images, SoundCloud audios, Tweets, etc., on the web page also help reduce the website’s bounce rate.

5. SEO Friendly: WordPress is an SEO-friendly platform as it gives you full access to make changes according to your SEO strategies, while other Platforms don’t give you that level of freedom.

For example, you can create URLs in WordPress by changing some settings from your dashboard. At the same time, other platforms like Shopify have a default URL structure that you can’t change.

6. Fast and Responsive: All WordPress themes are responsive and mobile-friendly. So, optimizing website speed is easy in WordPress as compared to other platforms. Choose an easy to load and fast WordPress theme. Google gives priority to the websites in search results that load fast.

Here’s how to improve SEO on WordPress:

SEO Friendly Website Structure

Website Structure should be SEO-friendly and optimized according to users’ perspectives.

  1. Before adding any content to the website, you should decide the structure of your website and set a goal for your website.
  2. Your intent should be clear about what you want to show to your audience on your website. Ask yourself, is it your services, products, or information that you intend to sell?
  3. Making a hierarchy of your website will help you build a good SEO-friendly website structure.

For Blog Website

Home Page > Categories > Subcategories (if any) > Posts

 

For Service/Business Website

Home Page > Parent Page > Subpages(if any)

For Service/Business Website

Improve WordPress SEO by optimizing these key points while setting up your website:

1. Choosing WordPress Themes: Mindfully select a theme that is similar to your business. The theme should be easy to customize and fast. Search engines prefer fast websites, and it also helps to lower the bounce rate of your website.

2. Category Pages: Categorize your website carefully, whether it is your blog website or service website.

3. Subcategory Pages: Create subcategories only if you have many pages. Maintain a balance between the categories and subcategories.

4. Individual Pages/Posts: Create main pages of your website that are important. You can create blog posts from the admin panel. Even if you have a service or eCommerce website, you can still add blogs to add more information on your website. More Pages and content leads to an increase in the number of ranking keywords for your website in search results.

5. Main Menu/ Navigation: Your Menu should be clean and user-friendly. The main menu must have all the important pages of your website like your service pages, about page, contact us page, etc. This allows search engines to find all your main pages easily.

6. Breadcrumbs: Breadcrumbs shows the navigation path on the website and determines the user’s position. A Breadcrumbs trail has clickable navigation links that you can use to move on to the previous pages you have already visited.

Now, the Breadcrumbs trail is also visible in the search results. This helps the user to get an idea about the path landing page of the website.

Breadcrumbs

You can add the breadcrumbs from the theme customization settings or with the help of plugins like Yoast.

7. WordPress tags: A default tool you can use to categorize your WordPress posts is a WordPress tag. You can add multiple tags to each post. Visitors can use these tags to find other posts similar to the topic at hand using these tags.

Although it’s optional to add tags on your WordPress posts, using them can easily allow users to filter/ search similar content.

While tags are great from the user’s perspective, there are a few things to consider when it comes to SEO.

Each tag you use creates a distinct archive page that lists all other posts that contain the same tag.

While it’s great for humans to find the content they enjoy, it’s a different story for search bots. These tags create low-quality duplicate pages. All your posts are listed on your main blog archive page and have their individual URL. This is what creates the issue of duplicacy.

Instead of wasting Google’s time with all these tag archive pages, use the noindex directive, which tells Google not to index your tag archives.

To make tags nofollow, you need to enable the advanced settings pages:

  • Click on the SEO link in your WordPress dashboard sidebar
  • Go to the Features tab
  • Enable Advanced settings pages
  • Save your changes

WordPress tags

Then:

  • Go to SEO → Titles & Metas
  • Click on the Taxonomies tab
  • Find the Tags section
  • Choose noindex under Meta Robots
  • Save your changes

yoast seo tags

Check Your WordPress Visibility Settings: WordPress has an inbuilt option to hide the complete website from search engines. It is helpful when your website is not ready to go public and you don’t want to show it to search engines. You can find this option under Settings of your admin panel, then select Reading, and then you need to scroll to find the option Discourage search engines from indexing this site.

wordpress tags

When your site is ready to go public, then uncheck this option and Save the settings.

Use SSL: Security is a must for any website. Buy and install an SSL certificate to your WordPress site for security purposes.

ON-Page/Technical SEO

Now that you’re all set with your website structure, it’s time to optimize your WordPress website’s On-Page SEO. Let’s do it!

SEO Friendly URLs

Search engines prefer clean and meaningful URLs. This is why you need to ensure your website’s URLs are clean and SEO friendly. In WordPress, you can change the URL structure from the admin panel. Settings>Permalinks

wordpress website

The default URL structure in WordPress is not as SEO friendly it should be

URL structure

This default structure is not clean and does not specify the intent of the page/post. You can select any URL type according to your website/business requirements from the options available as shown below.

URL structure

After selecting the desired URL type, don’t forget to Save Changes.

2. Optimize Headings on the website

Heading tags are the best opportunity to add our targeting keywords that most of us miss while optimizing the website. You can use H1 to H6 heading tags on a web page. But in most cases, we only use the H1 tag, and other tags remain missing. Using the H1 tag is not bad, but using it more than one time is called over-optimizing. We use other heading tags H2, H3, H4, H5, and H6 headings with some keyword variations to avoid this.

Here is a simple heading structure:

H1: For the main heading, or it can be the page’s main title.
H2: For the secondary level subheading of the page
H3: For the 3rd level subheading of the page
and so on for H4, H5, and H6

Optimize Headings

3. Website Speed

website page speed is a really important ranking factor. Ensure your website loads fast. Search engines, as well as users, love fast-loading websites.

Here are some points that you should consider while optimizing your website’s page speed.

Optimize images: Compress large-size images without any quality loss. Large-size images slow the speed of your website. You can optimize your website images with the help of these plugins.

Optimize CSS and JS: You should minify the CSS and JS of your website to improve the website’s speed.

Leverage browsing cache: Leverage browsing caching helps you store files locally in the browser. When a user visits the website multiple times, then pages load faster and speed up your WordPress website. You can use the following plugins for the cache:

Remove extra installed themes and plugins: If you have any extra themes and plugins installed and are not going to use them, you should remove them. It also helps a little to improve the page speed.

4. Choose an SEO Plugin

Install an SEO plugin to optimize the SEO of your website. With the help of these plugins, you can add meta tags (title and descriptions). You can install any SEO plugins. Some best SEO plugins for WordPress are mentioned below:

5. Use XML Sitemaps for WordPress

Search engines use a sitemap to crawl your website pages. You can add a sitemap with the help of the WordPress SEO Plugins mentioned above. Don’t forget to submit it to the search console.

6. Use HTML Sitemap

HTML sitemap is used to improve the user experience of your website. This helps the users know more about your website’s structure and find the desired pages from the list of all pages.

You can create an HTML Sitemap with the help of the plugin mentioned below.

Simple Sitemap

7. Schemas

Google uses Schema/Structured data to crawl and index the webpage correctly. It determines the intent of your website pages, whether it is a service page, Product Page, and Article/Blog page, by applying different schemas for different pages.

You can create these types of schema markups for different types of websites:

Common Schema Markups that can be used in all type of websites

  • Organizations
  • Frequently Asked Questions
  • Authors
  • Breadcrumbs
  • Blog/Article

Schema Markups for ECommerce Website

  • Product and Offer
  • Rating and Review Schema

For Critics Website

  • Critic reviews

For Food Websites that share Recipes

  • Recipes

For Movies related websites

  • Movies

For Websites that have all info about their organized events

  • Events

For Local Business websites

  • Local Business

For Courses Website

  • Course

For Job Post websites

  • Job Posting

You can use the following plugin to add the Schema to your website:

Schema: This plugin is easy to set up and use. You can easily implement different types of Schema by just adding information like logo, contact, about, etc., to them.

8. Internally Link Your Site

Internal links point to the other web pages of your website. You should add internal links where they can be added. This helps to pass the link juice of web pages, and users will find more topics and featured content on your website.

Internally Link Your Site

9. Incorporate Meta Title and Description tags

Ever wondered how to add meta keywords in WordPress? Meta tags are snippets shown in the search results.

search snippet

Now you have added an SEO plugin to your website. You can add meta title and meta description to each webpage you create.

SEO Meta Title and description

10. External links

You can add a high authority website’s external links to improve the website’s authority. Search engines count them as 3rd party votes. Make sure to add the Nofollow tag to the external links.

Keyword Research for Your Website

Doing keyword research is not so difficult if you have a set goal. With the help of the key points mentioned below, you can easily find good keywords for your website.

Build a list of seed keywords: Seed keywords are the primary keywords (consisting of one or two words) that are the most relevant to your business. These are keywords used to find other related keywords for your website.

Focus on service pages rather than other pages: Services are the most important for a business and its website. The main motive of creating a website for a business is to sell their services online, so we should focus on services pages more than other normal pages of a website.

Use Long-Tail Keywords: These are longer, specific phrases your visitor uses when they know exactly what they’re looking for. Voice searches also use long-tail keywords (for example, red Nike shoes size 10 near me). Using long-tail keywords can be a great source to increase traffic to your website.

Consider high Search Volume: Find keywords with a high average monthly search volume and low competition rates. You can rank keywords in a few months with low competition rates and high search volume keywords that direct more traffic towards your website.

Check competitors ranking keywords: Ranking keywords of your competitors can help you find related keywords for your products or services. Find your competitors & review their keywords. Your competitors’ keywords can give you more ideas so you have the best SEO for WordPress.

Already ranking keywords of your website: Keep an eye on the already ranking top keywords so that you’re aware of whether they fall. You can use these keywords in website page content and Blog pages.

 

Content Optimization

Content Optimization

What is good content?

It’s great if you already know, and don’t worry if you don’t know about good content structure. Everyone knows Content is King, and having good content on your website will help your rank better in search engines. Stay tuned to know these seven key points to create good content.

Original and Unique Content: Make sure your content is unique and plagiarism-free. Google penalizes websites that have duplicate content. And unique quality content will help you rank better in search results. To keep your content original and unique from the other thousands of content copies, add your own experiences and stories. Your real-life examples will make a great impact, and this will make your content copy more interesting.

Content Freshness: Update your already existing old content according to time. This adds a new value to your old content. And users will notice it. Write your content as if you’re storytelling. Add related information & your personal examples and anecdotes to it. Your content should be niche-specific.

To keep your content evergreen and fresh, collaborate with your colleagues, hold meetings and seminars to get original and brilliant ideas for your content.

Make your content actionable: Be clear about what your goal is with the content you are creating. Add CTAs before and after the folds to make your content actionable. For example: Add a Book now/Buy now/Call us button if you are writing about a particular service and your goal is to convert users into your valuable customers.

Make sure the intent of your content is clear for the next step.

Make your content grammatically error-free: Make sure your content is grammatically correct. Proofread your content regularly to make sure it is correct. Run Spell checks. Use copywriters to double-check.

Ensure your content is formatted: Skim your content and check whether it is easy to skim/read. Ensure your content pieces are separate and clean from each other. Use Space to separate/break your content pieces. Bullets points can help with readability. Use proper headings and subheadings in the content. Make sure it looks clean and properly formatted.

Include source links: Add original source links if you use someone else’s original ideas or lines. Only use trusted sources.

Make sure your content is concise: Keep your content simple and concise and include Call to action. This will make a good impact on your readers.

Off-Page SEO

Build high-quality: High-quality backlinks help to improve the keywords ranking in search results. Backlinks from high DA(domain authority), PA(page authority) websites increase website ranking, traffic, and authority of websites.

Question/Answer Platforms: Find questions related to your business niche that users struggle with and answer them. It is also a great way to create backlinks for your WordPress website.

Content Marketing: Content marketing is a great way to increase your brand/ business awareness. You can consider the following points to improve your content marketing strategies.

  • Guest Posting: Do niche outreach and try to get backlinks from high authority and quality traffic websites. This will help to increase the website’s authority and traffic.
  • HARO: Help a Reporter Out – connects journalists from top publication houses and media outlets to sources with relevant information to answer a reporter’s question. If reporters find the information useful, they add it to their articles. The sources, on the other hand, get their name mentioned on the reporter’s website. They also receive a link to their official website. Here is a Business.com article that features WebSpero CEO Rahul Vij. Only the quote belongs to Mr. Rahul.

https://www.business.com/articles/pros-and-cons-of-monitoring-employees/

  • Outreach Industry Journals: Outreach to the famous industry journals in your niche and try to get backlinks by publishing informative and quality content. Getting Featured in famous journals helps increase brand awareness and the website’s authority & trustworthiness.
  • Contests: Organize contests with exciting winning prizes. This will help attract new users while retaining old customers. This will also improve your brand awareness and boost sales.

SEO Plugins to use

Here are some of the best and high rated SEO plugins for WordPress websites. These plugins can help you to optimize your SEO.

1. Yoast SEO: Yoast SEO for WordPress provides the best resources and support.

  • Keywords performance for ON-page and readability check is also available for each page and content you will create.
  • A Search Snippet preview for your meta title and description is also available on every page.
  • The premium plugin of Yoast SEO provides a redirect manager, content insights, and an ad-free interface on the backend.
  • Can enable auto-generated sitemap (customizable) and enable breadcrumbs feature for your website.

yoast seo plugin

2. Rankmath: Rankmath is an easy-to-use, powerful and lightweight plugin that allows you to use many features in one plugin.

  • You can integrate the Google Search Console with it and see the insights into your WordPress website dashboard, like ranking keywords, impressions, and errors.
  • It also has an inbuilt 404 errors monitoring feature and a redirection module to fix those errors.
  • All the other features like XML Sitemaps, breadcrumbs, Rich Snippets, and automatically add Images ALT text with a clean user- interface are available.

rankmath SEO Plugin

3. SEO Squirrly: SEO Squirrly is another WordPress SEO plugin that suggests WordPress SEO optimizations for your site. But it does this differently from the other plugins we’ve listed.

When you type in your content topic and add the desired keywords, it activates a series of green lights as you write your content. It’s as if there’s an expert there with you as you write.

  • Unlike Yoast, where you have to save the content to see the suggestions to optimize SEO, Squirrly allows you to optimize while writing.
  • The best part is Squirrly keeps all of your settings from a previous SEO plugin when you decide to switch to the app.
  • Squirrly also provides content reports that you can send to others in your organization. For example, as a writer, you might need some SEO input from the team. So, after writing your article, you send a content report to your SEO team through Squirrly.
  • You can monitor your progress weekly and get recent tweets about your topics. This way, you’re always inspired by more ways to improve your content.

SEO Squirrely

4. The SEO Framework: This is a fast and lightweight SEO plugin that also saves you from the annoyance of ads. The SEO Framework is a great alternative to Yoast. Best part? You can add multiple keywords as synonyms.

  • Everything you need for WordPress SEO optimization, The SEO Framework comes ready with.
  • The plugin has a user-friendly way to check your post’s performance on Google: a visual colored meter.
  • With the extension for comment spamming, you don’t need any other plugins.
  • The plugin allows you to write more naturally, with relevant synonyms as it focuses on your subject, instead of focusing on a focus keyword, like other plugins. This makes your writing Google-friendly.

Conclusion

There you have it, all the tools you need to optimize your WordPress SEO yourself. However, this article a WordPress SEO checklist. Remember WordPress is expanding its reach each day. With that, it becomes imperative to understand the SEO implications that come with the platform.

Here’s where our expertise as a seasoned WordPress SEO company comes in. Exceeding your business targets is the force that propels us. We excel at the WordPress SEO services we provide.

With close to a decade of experience in helping hundreds of our clients rank on the first page of search results consistently, our team of WordPress SEO experts can boost your ROI 15X in the most cost-efficient way for your brand. Schedule your free discovery call here.

Most Successful Marketing Strategies In 2021

Most Successful Marketing Strategies In 2021

There are over a hundred different strategies brands use to grow. We’ve decided to narrow it down to the 30 most powerful strategies you could use today.

If you’ve been searching for different types of marketing for your business, we’ve got you covered. Robust and exhaustive, this post contains real-world success stories, trends, and predictions for the upcoming years. Consider it your final guide to understanding various marketing strategies used in 2021 that pay off.

Let’s start…

Account-based Marketing

Unlike traditional B2B marketing, where you target a broad audience hoping to capture maximum leads, account-based marketing (or key account marketing) is a business strategy where you target your marketing efforts and resources on particular key accounts within a market.

Here, your customers (key accounts) become your market. This way, your campaigns are personalized to be effective to that customer.

On the other hand, if an organization is your key account, you direct your campaigns to the decision-makers within that organization.

  1. To execute ABM marketing strategies, your sales and marketing teams align, increasing your ROI by as much as 208%.
  2. 97% of marketers attribute their growth in ROI to ABM.
  3. 84% of marketers report ABM has been their most fruitful marketing strategy.

Example

Snowflake, a cloud computing-based data warehousing company, has been using ABM strategies since 2017.

They partnered with Terminus to run 500 concurrent ABM 1 to 1 campaign through display advertising. They combined their sales and marketing efforts to create strong and personalized campaigns for each key account.

These campaigns weren’t gated for the prospects. Instead, Snowflake built credibility by putting this content out on the open web. Then they increased retargeting to drive through their sales.

CTRs increase as a result of tailoring your content to your customer.
ABM allows you to Target, Engage, Activate, and Measure your campaigns.

Affiliate Marketing

In affiliate marketing, you (an affiliate) will earn a commission for marketing another person’s product. It’s a sales strategy that allows a company to increase its sales. You, as an affiliate, would earn your share of the company’s profit each time they make a sale. Affiliate links allow tracking of sales.

  • More than 81% of brands include affiliate marketing strategies in their growth strategy.
  • As of 2020, more than 7 Billion dollars were spent on Affiliate marketing efforts.
  • Since 2017, Amazon’s affiliate structure offers 1-10% rates on product revenue for its affiliates.
  • Jason Stone, the Millionaire Mentor, generated $7 Million in sales within 18 months!
  • Affiliate marketing impacts 16% of all orders made online.

Affiliate Marketing

Image Credit: AvoidOnlineMarketingScams

Example

The famous product-review website Wirecutter is known for its affiliate revenue-based business model. Every time a reader buys something on the site, the Amazon-based affiliate link allows them to make a commission. Amazon affiliate marketing is Amazon’s affiliate program or Amazon associate program and it is one of the biggest affiliate programs in the world!

The reason why people trust the Wirecutter is because of the reviews posted.
In 2015, Wirecutter made a whopping $15 Million in sales through its affiliate model. In the fall of 2016, The New York Times Co. acquired the company for $30 Million.

Ambush Marketing

Ambush marketing goes by other names like coat-tail marketing or predatory ambushing. It’s the strategic practice where a brand hijacks or capitalizes on the awareness, attention, goodwill, and other benefits of another advertiser’s campaign.

Although it has polarizing views, where certain marketers consider it a parasitic practice and others laud it as creative opportunism, if done tastefully, you can create memorable campaigns that increase product awareness in your consumer’s minds.

Example
Although Ambush marketing has been infamous in the sports industry, automobile industry giants Audi and BMW famously ambushed each other’s campaigns in 2012.

Santa Monica, California, became the battlefield for two of the world’s leading automobile manufacturers when they combated for billboard domination.

It started with a BMW campaign slogan that read, “A BMW rally with two nearby service centers. What’s next, paramedics at a chess tournament?”

Audi didn’t miss the opportunity to capitalize on this campaign. They bought the nearby billboard and advertised their new A4 sedan.

Ambush Marketing

They even taunted BMW to get in on the action with a slogan, “Your move, BMW.”

Ambush Marketing

BMW soon after purchased a nearby billboard:

Ambush Marketing

Ambush Marketing

Ambush Marketing

This went on until BMW purchased a blimp to add to Audi’s billboard reading “game over.”

Ambush Marketing

Images Source: wonderfulengineering

Audi had the final say on billboards with this ad. BMW later moved its billboard elsewhere, and the ‘war’ finally came to an end.

Brand Marketing

Brand marketing is the strategy to personify your brand and communicate your brand’s message to your customers.

Here, you make your product more valuable to your customers by communicating what your brand stands for, your USP, etc. This not only drives engagement but builds loyalty and positions your brand in the minds of your customers.

Brand marketing is a long-term strategy that allows you to build higher brand awareness, trustworthiness, increase your product visibility, expand your market reach, and increase your brand’s overall reputation.

Example

The most notable example is Nike. Nike’s marketing strategy is a noteworthy brand marketing example. Although it was founded 57 years ago, it still brings in over $35 Billion in revenue. Even with all the other options available, customers still trust Nike for their sportswear needs.

Through brand marketing, they address the customer’s emotions directly. Also, they don’t shy away from sharing failure stories, which helps them create powerful campaigns that unite them with their customers.

Buzz Marketing

Buzz marketing is a form of word-of-mouth marketing where you get people to talk about your brand, product, or service. Information travels fast.

You advertise to one person. That person tells four more people, and each of them tells four more people, thereby helping you reach a multitude with your advertising campaign instead of traditional campaigning.

  • Neilsen’s study found 92% of people trust their friends and family member’s recommendations over other advertising.
  • 88% of people trust credible online reviews just as much as reviews by their friends and family.
  • AdWeek reports that 74% of your customers trust word-of-mouth reviews when making their purchases.

Example

Apple is a brand that stands out when it comes to buzz marketing examples. Their product launches are so highly anticipated that people camp outside their stores to get their hands on a new gadget.

According to a job posting for a Buzz Marketing role, the skillsets they look for include:

  • Placing Apple products in the creative side of film and TV
  • Building and maintaining relationships with high profile influencers
  • Understanding the entertainment industry inside out

Something to note here is that because the iPhone is successful and gathers positive reviews, more and more people join the buzz when new products like iPad, iWatch, etc., are launched.

Cause Marketing

Cause-related marketing happens when a symbiotic relationship is built by a for-profit organization joining hands with a nonprofit organization for a mutual benefit.

Here, the nonprofit organization can expand its reach through the funding provided by the for-profit business. And the business, on the other hand, gets a loyal customer base that also supports the cause.

Here’s why cause-related marketing is crucial for your business in 2021:

  • According to Havas’ Meaningful Drive report, 77% of brands could go extinct, and no one would care. This is a 3% increase in just two years. Also, brands that engage in cause marketing have seen a meaningful increase in their profits.
  • Edelman’s Earned Brand Study in 2018 showed that 64% of your customers would avoid your brand if they don’t trust you have a good social impact.
  • If most of your customer base consists of Gen Zers, know that 69% of them are more likely to buy from you if your brand contributes to a social cause.
  • Forbes reports that 66% of consumers want brands to take stands on social and political issues.
  • 72% of Americans are consciously buying from companies that share and reflect their values.

Example

dove marketing ads

Dove is one of the prominent cause marketing examples ever. Their “Dove campaign for real beauty” propelled ladies to redefine the beauty standards of the time. It celebrated self-acceptance and celebrated each woman for her individuality.

dove makeover ads

With the launch of the “Dove Ad Makeover campaign,” 171 million banners with negative messaging were displaced. They had a reach of 5.5 million unique women. More than 50% of the women who visited Dove Ad Makeover created a message, and the viewers’ friends created 82% of the ads seen.

Statistics show that 71% of women polled reported they felt more beautiful.

Content Marketing

Unlike traditional marketing that focuses on making a sale, content marketing delivers relevant, consistent, and valuable content, which drives profitable customer action. Content marketing strategy helps you acquire and retain unique customers.

Content Marketing can help your brand:

  • Reach your targeted audience efficiently by offering high-quality content that is very relevant to them.
  • Communicate your brand values.
  • Attract and retain new customers through social media.
  • Rank higher on search engines by optimizing your web content.

Example

A successful example of content marketing would be Gary Vaynerchuk.
With his YouTube series, WineLibraryTV, he shows people how they could pair wines with virtually any food. Rather than promoting his business, he creates meaningful content around how wine pairing doesn’t have to be intimidating.

Even today, as he owns his multimillion-dollar digital marketing agency, VaynerMedia, his blog, weekly newsletters, and content on social media contain only 5-10% of promotional content. The value of content he brings to his consumers results in his multibillion-dollar success.

Conversational Marketing

Conversational marketing, a part of inbound marketing, is a strategy to develop customer loyalty and boost engagement and revenue by building trust and relationships with your customer through the power of 1-1 conversations during their buying process. Here’s how brands benefit from conversation marketing:

  • According to Salesforce, 71% of customers expect your brand to have real-time conversations with them.
  • Thanks to high-quality live chat, 52% of consumers are expected to purchase again from your brand.
  • Study shows that 9 in 10 consumers would like to use the messaging option to contact businesses.
  • Brands using Facebook messaging in their strategy have seen a 30% increase in their ROI compared to retargeting ads.
  • 80% of your routine questions can be answered on chatbots, reducing 30% of your customer service costs.
  • According to HubSpot, as much as 47% of consumers are willing to make a purchase completely from a chatbot.

Example

Sephora, a renowned beauty retailer, introduced the “Sephora Virtual Assist” feature on their Facebook Messenger app, and since then, makeup trials have become a thing of the past. Well, we’re close to that reality, thanks to them.

Customers could easily purchase their products from the thread. Not only did they use conversational marketing strategies, but integrating AI and augmented reality softwares has propelled their conversation rate to almost 11% at the time.

The ‘try-before-you-buy’ experience for online shoppers made it easy for people to purchase new products with faith that it would suit them. It also enabled increased engagement with the brand.

Digital Marketing/ Internet Marketing

Marketing that uses the internet to promote and engage with their customers on digital mediums like computers, phones, tablets, or other devices comes under digital marketing. Internet marketing campaigns include mediums like online videos, emails and newsletters, multimedia, texts, display ads, and social media posts.

Search Engine Optimization, Content Marketing, Social Media Marketing, Pay Per Click Marketing, Affiliate Marketing, Native Advertising, Marketing Automation, Email Marketing are all digital marketing types that allow you to connect with your potential customer online.

Example

American Express wanted to establish itself as an industry leader, and it used digital marketing to do so. With its site, Trends and Insights, they created an open forum where people could gather relevant information about corporate solutions like financial news, business trends, marketing tips, etc.

Through consistently posting relevant content on such topics and crowdsourcing content from industry experts, Trends and Insights became THE place where entrepreneurs and C-suite executives consumed their information.

Ecommerce Marketing

eCommerce Marketing includes promotional strategies to increase traffic to your eCommerce store, conversion strategies to drive more sales, and lead nurturing strategies to retain customers post-purchase.

A comprehensive eCommerce marketing strategy includes both on-page and off-page optimizations that increase brand awareness, customer loyalty, and sales.

Example

Warby Parker, an online sunglasses retailer, started because the founders couldn’t find a pair of stylish sunglasses they liked online. This made them extra mindful of how important user experience can be.

This is why they leverage the power of storytelling and content marketing strategies while shaping their eCommerce strategy. They build customer loyalty by creating content that engages their user. They also showcase user-generated content on their social media handles.

When it comes to eCommerce marketing, since the competition is so high, sometimes it’s the simplest of strategies that can make your brand shine bright.

Email Marketing

Email marketing is a valuable strategy when deployed right. A great email marketing strategy connects your brand with your customers through regular emails about new products, discounts, or other services. It’s a great way to nurture your leads and prepare them for opportunities to convert on your website. Here’s why you should include email marketing in your business plan:

Example

Skimm has become the ‘go-to place’ to get short, punchy yet detailed news. Their success in gaining more than 7 million subscribers is a testament to how amazing their emails are. Another thing they do well? Engaging their customers and nurturing their leads. Take a look at the screenshot below for their marketing campaign: subscription anniversary. They celebrated and rewarded their subscribers who have been on a journey with them for years.

Skimm

A bonus? They asked her if she’d like to become a brand ambassador as a gratitude for her loyalty. Of course, she’d have to share the link with ten of her friends, but as dropbox has taught us, people love sharing your brand if you’re adding value to their lives.

Everyone enjoys celebrating milestones. The best part is that your subscribers needn’t enter any additional information for something as simple as this.

Event Marketing

Brands use event marketing as a strategy when they want to promote their company, product, cause, or service through themed exhibits, displays, or presentations. These events are held online or offline. Brands provide their potential customers with a novel, first-hand experience, and this allows customers to better understand the company’s personality, focus, and vision. Marketers can promote their brand through inbound or outbound event marketing strategies.

  • 95% of event creators find experiential marketing to be highly effective.
  • 65% of brands correlate their increase in sales to their live events.
  • 55% of virtual event organizers say they will continue to invest in the strategy.
  • 75% of marketers believe in-person events have been their most rewarding content marketing strategy.
  • 8 in 10 marketers attribute their brand’s success to live activations.

Example

Organizers at Google I/O recorded keynote speeches using a 360-degree camera and hosted these videos on YouTube. This way, the experience was not just easy to access but free. While the conference was an offline event, uploading the video’s online allowed people to attend and “experience” the event virtually, thanks to the style of recording.

Experiential Marketing

Unlike event marketing, where the goal is to promote your product, cause, or service, experiential marketing involves face-to-face, offline experiences with your customers, so they experience and engage with your brand and all it stands for.

Here, brand promotion happens as a result of the high-quality engagement your customers have with your brand.

This allows for lasting, memorable, emotional connections with your brand, resulting in better CLV (customer lifetime value), improved brand awareness, and better business opportunities. Here’s why you should use experiential marketing strategies:

  • According to a McKinsey report, 50%-80% of word-of-mouth promotion directly results from customers having a great experience with a brand at an experiential campaign.
  • As of 2016, 77% of marketers have been using experiential marketing as a core part of their business strategy.
  • 98% of consumers attending your experiential event create social content sharing their experiences.
  • According to a survey by Bizzabo, 63% of marketers plan on increasing the number of events they conduct a year.
  • A Freeman report suggests that CMOs expect to allocate 21-50% of their marketing resources to experiential marketing.
  • Since 2020, customer experience has overtaken product and price as key brand differentiators.

Example

Although Volkswagen is known for its cars, they chose to extend their brand image beyond just cars. Thus was the inception of “the fun theory.” This campaign was to swivel people’s unhelpful behaviours but in a fun way.

One of their campaigns took place at a subway stop in Germany. There was a fleet of stairs right next to an escalator. Since people were choosing the escalator to stairs, Volkswagen decided to create piano keys on the stairs. This way, people would have fun and thus choose the stairs. It resulted in 66% of people choosing stairs over escalators.

Our takeaway: you needn’t attach your experiential marketing campaign to the industry you serve in. Rather, connect with humans and resonate with human values. Here, Volkswagen resonated with the human emotion of “fun”. We all love to have fun, and thus Volkswagen, by associating their brand with fun, has already won over their customers.

Facebook Marketing

Facebook has evolved into becoming a prominent marketplace for brands in the past few years. Facebook marketing involves using tools within your Facebook page to target and communicate with potential and existing customers.

Facebook has become a lucrative channel for many brands because of benefits like:

  • Precise targeting
  • Increased website traffic
  • Variety of ad formats
  • Customer support
  • Positive SEO impact

Here are a few compelling reasons to start a Facebook marketing campaign:

Example

Pandora, the jewelry company, wanted to increase their brand awareness in the German market. They were also curious to see if video ads would have the same success on Facebook as other ad formats.
They released a 15-second short clip from the original ad (check here) that shows a man gifting his partner a Pandora necklace.

They then cropped this ad to a square frame for the benefit of mobile users. Pandora targeted German audiences within the age range of 18-50. These ads showed up in newsfeeds as an in-stream video ad.

The insights gathered by the case study are:

  • 61% purchase increase in purchases
  • 42% increase in new buyers.
  • 10 point lift in brand sentiment.

Guerrilla Marketing

Guerrilla Marketing took inspiration from guerrilla warfare and came into existence in 1984 with Jay Conrad Levinson’s famous book: Guerrilla marketing. Today, guerrilla techniques involve creating extremely unconventional marketing campaigns that jolt people into paying attention to them because of their element of surprise.

Guerrilla techniques require just a small budget, and the returns are significant because of the personalized and memorable interactions a customer has with a brand.

Example

We can never forget October 14, 2012, when Red Bull and Austrian extreme athlete Felix Baumgartner shocked us all with that skydive. The death-defying jump at over 128,100 feet into the stratosphere, at an estimated speed of 833.9 mph (1,342.8 km/h), broke the speed of sound AND the world record! He reached earth within 9:09 minutes and was free-falling for 4:22 minutes!

Red Bull allowed viewers to witness this amazing feat live on their Red Bull Stratos website and were actively engaging with users on Twitter and Facebook. They broke social media records by reaching 8 million views on YouTube, and to this day, we talk about it! That’s the power of guerrilla marketing.

Inbound Marketing

Inbound marketing uses different forms of pull marketing (like content marketing, blog writing, online/ offline events, search engine optimization (SEO), social media marketing, etc.) to generate more leads, increase brand awareness and develop better relationships.

Inbound marketing focuses on getting the customers to come to you, as opposed to outbound marketing, where you seek out customers. Here’s why more and more brands are investing in inbound marketing strategies:

  • In Jan 2021, Google saw more than 2 million unique visitors just in the USA.
  • You can find more than half of the world’s population on social media.
  • 70% of brands actively invest in content marketing.
  • 86% of brands use video marketing to engage their viewers and attract new leads.
  • 18% of CMOs report that switching to a mobile-optimized site has improved their site ranking and performance.

Inbound Marketing

Example

Chewy, a famous pet brand that usually comes up as the first result for keywords like “dog food,” “organic dog food,” and “cheapest place to buy dog food.”

Since the company launched in 2011, they understood how valuable it is to present information to the customers that customers wanted. This is why their product pages look almost identical to Amazon’s!

They provide a detailed product description robust in keywords for all their products. They have photos and videos of all their products. Even the sections within their product page feel intuitive to a customer: ‘Product’- ‘Frequently brought together’- ‘Description & Info’- ‘Reviews’- ‘You may also like’- ‘Upsell/ cross-sell sections,’ etc.

Take a look at how rich the product description for this Blue Buffalo product is. Allowing their customers to feed in reviews and answer questions in the community creates so much user-generated content.

When Google’s bots search through your content, customer reviews show the bots that the information present is valuable to searchers, which results in your site ranking higher, organically.

Influencer Marketing

At its core, influencer marketing is a type of social media marketing that benefits from product mentions through brand endorsements from influencers.

Influencers are those people that have a good number of engaged followers on social media because of the trustworthy content they regularly upload.

Influencer marketing works so well because of this very trust their followers have in the influencers. Getting an influencer on your brand improves your social proof among your potential customers. Here are a few other reasons why influencer marketing could benefit you:

  • Over the past decade, influencer marketing grew from being an ancillary marketing strategy to a billion-dollar industry.
  • As of 2020, the influencer marketing budget across brands increased to 65%, and it continues to grow.
  • In 2020, brands spent anywhere from $1000- $10,000 a year on influencers.
  • Brands report that 89% of their ROI from influencers either compares to or exceeds other marketing channels.
  • Instagram is the #1 impactful channel for influencer marketing.

Influencer Marketing

Example

Hinge, the dating app, when released in 2013, found it hard to differentiate itself from major competitors like Tinder, OK Cupid, and female-empowering app- Bumble. Hinge decided to reinvent and rebranded itself as the “relationship app”.

They took away the swiping model and introduced an Instagram-like format with subscription plans ranging from $5-$13 a month. With their “The Dating Apocalypse” campaign, they could leverage the power of Instagram meme creators like @betches, among others, and generate more brand awareness.

One post from Betches’ Hinge promotion garnered 80,153+ likes and 3,068+ comments. Similarly, they partnered with other influencers and got the world to know their rebranding in a fun, hip, and relatable way. Through this branding strategy, they saw:

  • 15% increase in new members each month after the campaign.
  • Increased their user base 2X.
  • Three hundred media outlets were happily covering the relaunch and the rebranded video.
  • Users switched from the free to $7/month subscription model.

Neuromarketing

Neuromarketing is a field of marketing communication that uses data gathered from neuropsychology to drive advertisements, product development, pricing, and other areas of marketing.

Neuropsychology studies the relation between brain function and behavior, emotion, and cognition.

Brain scanning (MRIs and fMRIs) to measure brain activity and physiological tracking to measure eye movement are common ways brands measure neural responses to advertisements/ products/ or pricing. Neuromarketing can help your brand:

  • In 2020, the Global Neuromarketing Market was valued at USD 1,158.37 million and is estimated to grow up to USD 1896.1 million by 2026.
  • Big brands like PepsiCo, The Weather Channel, eBay, and Daimler are reaping the benefits of neuromarketing research techniques as they conduct market research, run focus groups, and create their campaigns.
  • According to trends, we expect North America to hold the greatest share in neuromarketing.
  • A Salesforce report suggests that 73% of your customers expect your brand to understand their needs and expectations. Neuromarketing can allow you to predict these expectations.

Example

During their neuromarketing research, Frito Lay, the famous potato chips brand Lay’s parent company, found women weren’t consuming as much of their products as men.

They found that women preferred salty snacks just 14% of the time. About 25% of the time, their go-to was a sweet snack. But more importantly, 61% of the time, women reached for something healthy like fruits and vegetables. Upon further digging, they found out the reason was guilt. Women felt guilty while “indulging” in unhealthy snacks, and therefore no amount of regular advertising campaigns would cut through.

Niche Marketing

Niche marketing is the strategy of tailoring your strategy to target a specific subset of the market. This way, your brand is hyperfocused on catering to the needs of a niche instead of mass marketing. This type of marketing yields high returns as you directly target those that are actively seeking your product. In 2021, you need to focus on niche marketing because:

  • You build an inclusive and meaningful community around your brand.
  • Higher engagement with customers results in higher brand loyalty.
  • You can cut through the competition and carve out a new segment.

Example

Apple is a prominent example when we think of niche marketing. Apple has successfully carved a niche and placed its product: the iPhone, as a must-have. This way, no matter the Chinese smartphone market share, Apple still enjoys a profit share of 66% with just 14% market share.

Outbound Marketing

Unlike inbound marketing strategies that pull in a brand’s customers, outbound marketing strategies include all means a company uses to push its message out to the audience. It’s a form of traditional marketing where a brand uses advertisements like TV commercials, radio or print ads, trade shows, outbound calls (or cold calls), outbound emails, etc., to reach its audience. Here are a few stats you should know:

  • Automated messages amount to 29% of all email orders.
  • There’s a 102% YoY increase in SMS conversion rates.
  • A 500% increase in web push notifications is reported.

Example

BMW, the German car manufacturer, sent out MMS messages to its German customers to encourage winter tire sales. Here, the brand attached a photo of the customer’s car but with the winter tires instead of their own. This way, they showed the safety of the tire in extremely cold conditions.

When you highly personalize, contextualize, and localize your outbound marketing campaign like BMW and use it when it’s relevant to your customers, it becomes hugely successful. BMW reaped $45+ million in sales through this winter campaign. The campaign cost $60,000 (estimate), and at this rate, their ROI was approximately 758 dollars for each MMS.

Product Marketing

Marketers use product marketing strategies to launch a product in the market. These strategies help a marketer understand the market demands and shape the product such that it efficiently communicates with the market the problems the product solves. This strategy drives demand and usage of the product. Product marketing allows you to:

  • Better understand your customers
  • Target your audience efficiently
  • Understand your competition
  • Ensure your entire sales and marketing team works as one
  • Position your product correctly
  • Boost revenue by improving sales

Example

Coca-Cola launched a share a coke campaign in 2014, a great example of product reinvention, an integral part of product marketing. Essentially, they replaced the regular labels with personalized names, so the label read “Share a coke with XYZ.” They started with 250 common American names and grew the list to over 1000.

Share a coke in itself is a CTA, which is why it drove consumers to act upon it. The personalization touch was new and spoke to people individually.

They gained over 25 million new followers on Facebook, and #ShareACoke was used on more than 500,000 photos. This brand awareness campaign boosted their sales impressively, and the engagement and of course, brand awareness created were massive. Here’s a video detailing their strategy.

Relationship Marketing

Relationship marketing is a part of CRM (customer relationship marketing). It involves creating a long-term emotional connection with the customer by promoting open communications and providing them relevant information suited to their needs. Here’s why relationship marketing becomes all the more relevant in 2021:

Relationship Marketing

  • 86% of consumers don’t mind paying more for a great customer experience.
  • 63% of customers are willing to provide more personal information if they have a great experience at your store.
  • 32% of consumers are happy to walk away from a brand if they have even one bad experience.
  • 49% of consumers have confessed to making impulse purchases because of a personalized experience at the store.
  • As of 2020, customer experience has overtaken both price and product as the key brand differentiator.
  • 42% of brands invest in relationship marketing to improve their cross-selling and up-selling.

Relationship Marketing

Example

When it comes to relationship marketing, one of the prominent examples that stand out is always Zappos. An eCommerce fashion brand that specializes in footwear is known for its exemplary customer service.

There are countless examples of Zappos providing great customer service, ranging from saving the best man from walking to his friend’s wedding in slippers to having a 10.5hrs call with a customer just because the customer needed to talk to someone.

Even the CEO, Tony Hsieh, has a favorite personal story to share. After he took a few clients out to drink, they all came back to their hotel rooms. It was late at night, and one of his clients called Hsin, saying he was craving pizza.

Hsieh was so confident in his brand that he asked the client to call Zappos. Although Zappos sells shoes, they had no hesitation searching for pizzerias open at 2 am near the client’s hotel. They set a new precedent in wowing the customers by going above and beyond. This level of service is why Amazon bought Zappos for more than a billion dollars.

Services Marketing

Services marketing includes all B2B and B2C services that use human interactions for services that serve as actions, promotions, or satisfactions offered during a sale. Service marketers sell experiences.

More nuanced thought suggests that the separation of products and services was artificially created. Everyone sells services. Here’s why you should include more services marketing strategies:

  • Customer centricity has become the paradigm shift in 2021.
  • You add more value to your customers, even as you simplify your buyer’s cycle.
  • AI can help you create personalized experiences for your customers, thereby building brand loyalty.
  • Augmented analytics can help you double your business value.
  • Service marketing strategies can influence buying decisions.

Example

WowMakers is an initiative by Hilton hotels where they provide resources and celebrate event professional’s success stories to inspire other planners to create powerful and awe-worthy events.

Planners can find infographics, examples, trends, and other resources that can help them plan and execute events successfully. Planners also get to see which locations are perfect for their new event.

This shows that service marketing need not be just for your customers; rather, you can use the strategies to inspire professionals within your industry, so it thrives as it constantly seeks innovation.

Social Marketing

Social marketing uses commercial marketing techniques to raise awareness and create social and economic changes. We see social marketing techniques in causes like health and safety, environmental issues, and social activism. Here’s why social marketing is important in 2021:

  • 46% of Millennials participate in crowdfunding.
  • Charities focused on animals/ environmental issues have seen an increase of 7.2% (approx. $11 billion)
  • 64% of Gen Z’ers are ready to pay more for an eco-friendly product.
  • 89% of executives want to work for a company that drives social change.
  • 77% of people prefer brands that support healthy products.

Example

When it comes to social marketing, we can’t forget how successful the ALS ice bucket challenge has been. Over $115 million donations were made to find a cure for the disease.

The idea of tagging the next person and getting big celebrities to participate in a fun challenge brought awareness to people about the disease.

It also allowed people to empathize with those that suffered from the disease, albeit for a short moment. The emotional connection that this challenge created with the sufferers of the disease is what allowed for more donations.

Social Media Marketing

Social media marketing uses social media platforms to connect brands with their end-users. This powerful strategy helps drive sales, build brand awareness and increase website traffic.

By publishing relevant content, listening and engaging with followers, analyzing results, and running social media advertisements, a brand can grow exponentially through major platforms like Instagram, Facebook, Twitter, LinkedIn, Pinterest, YouTube, Snapchat, etc.

Here are a few trends in social media marketing as of 2021:

  • Statista reports that currently, 3.78 billion people actively use social media worldwide.
  • According to research, Facebook is the most popular choice of social media platform.
  • Buffer reports that 73% of marketers believe that social media marketing has been “somewhat fruitful” or “very useful” for their business.
  • 54% of social browsers research products on social media.
  • Forbes reports that 71% of consumers who had a positive experience with a brand on social media generally recommend the brand to their friends and family.
  • Influencer’s suggestions persuade 49% of consumers.

Example

In 2019, Gillette, the popular personal grooming brand, ran a YouTube short film about the modern interpretation of manhood. Gillette spoke about the challenges men face w.r.t hiding their emotions, sexual harassment, bullying, etc.

The campaign was similar to the #MeToo movement. they took to Instagram and posted many male role models to inspire the redefinition of manhood. Additionally, the company pledged $1 million for three consecutive years to non-profit organizers who actively campaigned against toxic masculinity.

This campaign garnered 30 million views. Each month #GilletteAd reached 150 million users. Even their Instagram posts gathered an average of 800 likes and 50 comments.

Targeted Marketing

Targeting marketing involves a brand identifying their target audience by building the right buyer persona and targeting their products or services to that audience group. Unlike mass marketing, targeted marketing ensures companies direct their marketing communications and strategies to a specific group of people. Here’s why targeted marketing is relevant in 2021:

  • Targeted marketing has a smaller reach but produces better and more accurate results than mass marketing.
  • It results in higher engagement and better brand loyalty.
  • It yields long-term results.

Example

Kelloggs is famous for its breakfast cereals. If you take a closer look at their strategy, you’ll find how they target approximately 650 TV ads each year to promote their cereal options to kids. These ads are shown on children’s pay channels during times that they are highly engaged.

Furthermore, sugary cereals are kept at children’s eye line at supermarkets. A study by Yale concluded that this targeted marketing strategy was why 17% of total sales by volume came from sugary cereals.

Video Marketing

Video marketing allows brands to market their products or services, increase reach and engagement, and educate their customers through videos. Here are a few reasons why video marketing is essential for your brand:

  • 85% of US adults consume video content from brands.
  • 54% of consumers want more video content from brands they follow.
  • 87% of marketers use video marketing to accomplish their targets.
  • Videos are the favorite type of content for your consumers.
  • Marketers get 66% more qualified leads through video marketing. They also achieve a 54% increase in brand awareness
  • 8 in 10 people have purchased from a brand after watching their video.

Example

GoPro, a high-def camcorder manufacturer, does video marketing right. They crowdsource a lot of videos adventurous GoPro users film and upload them on their social platforms. This benefits both the brand and its users.

Although the brand generally showcases adventurous videos, GoPro’s video of a fireman saving a kitten had gone viral, raking up 44.8 million views, 555k upvotes, and over 54K comments. Deciding to show the caring side of the brand paid off. This is the power of video marketing.

Viral Marketing

Brands use viral marketing strategies to spread their unique messages/ videos quickly through people. Just like a virus spreads like a wildfire among communities, multiple people share viral content in a short period. This is why social media platforms are the hub of viral content.

Example

The Super Bowl is a time when marketers get highly competitive over the 30-second spots. They are willing to pay upwards of $5 million. However, when the Mercedes Superdome experienced an outage in power that lasted longer than 30 minutes, Oreo cleverly bypassed this system using one simple tweet:

Viral Marketing

The reason we bring this example today is that it forced marketers to rethink marketing. The virality of this tweet showed marketers that creativity and wit could go a long way in marketing.

Word-of-mouth Marketing

Word-of-mouth marketing influences and encourages organic conversations about a brand. To further simplify this, word-of-mouth marketers create a product/ content that is sure to get people talking, and they further encourage people to have these conversations. Here’s why it matters for your brand:

  • Neilsen reports that 92% of your consumers trust reviews about your brand from their friends and family.
  • Eric Carlson, the founder of 10X Factory, says Facebook groups where influencers and family and friends all talk about your product can help boom your eCommerce success.
  • As little as a 10% increase in word-of-mouth marketing results in a sales lift of 0.2%-1.5%.
  • 74% of your consumers buy your products because of WOM marketing.

Example

Pinterest founder Ben Silbermann used WOM marketing strategies to grow the brand from 3000 followers to over 200 million in 2018. He noticed that although the number of followers was small, they were passionate.

By assuring them that Pinterest was serious about their growth, they launched the “pin it forward” campaign. This campaign encouraged “pinners” to create pinboards and share with their friends; these friends would then create a Pinterest account and do the same. This is a powerful and digital example of the need for WOM marketing.

YouTube Marketing

When brands promote their business and products on YouTube, they use YouTube marketing strategies to upload valuable content that generates engagement and adds to their inbound marketing efforts. This can be in the form of videos or paid advertisements. Here are a few trends to keep an eye on:

  • As of 2020, people spend close to 100 minutes a day watching YouTube videos.
  • Users are consuming videos on all possible devices, including televisions.
  • 99% of video marketers are getting in on video streaming content, and 95% of marketers are increasing their YouTube marketing budget.
  • More than 100 hours of video content is uploaded every minute on YouTube.
  • YouTube is shaping to be the future of advertising.

Example

Blendtec is such a historic example of YouTube marketing done right; we had to talk about it. Blendtec started its “will it blend” campaign in 2006. The company’s founder, Tom Dickson, was curious how durable the Blendtec blenders would be.

The concept was simple: can you blend ANY object using this blender? Right from marbles to even iPads and iPhones are some of the objects the viral videos showed.

This is at the crux of what YouTube wanted for its customers: to have entertaining content. These videos were so outrageously wild that people HAD to share them. This viral sensation gathered millions of views almost immediately, and Blendtec sales skyrocketed: we’re talking about a 700% increase in online sales.

Concluding

We’ve shown you in detail all the different strategies used in marketing as of 2021. Right from ABM all the way to YouTube marketing, we highlighted some of the prominent examples of brands using these strategies to succeed. We hope you find inspiration to creatively use these strategies to boom your brand.

 

Marketing Funnels – What, Why, How, And Everything

Marketing Funnels – What, Why, How, And Everything

According to a study carried about by Salesforce, 79 percent of leads never converted into subscriptions or sales. The study also revealed that 68 percent of businesses failed or never attempted to determine sales funnels. The lack of proper guidance made it difficult to convert the leads into sales.

Surprisingly, you might not know about marketing funnels, but you surely have gone through a number of them several times. Marketing funnels are everywhere. They are crucial for the growth of a brand, attracting new leads to websites, and customer retention. Do you want to know how to create marketing sales funnels?

Before we move on to that, let’s first understand some basics about these funnels. So are you ready to enter the world of market funnels? Here we go:

What is a Marketing Funnel?

A marketing funnel is a visual representation of a buyer’s journey. It includes stages from how a visitor finds your brand to how they convert into a customer.
Or
You can also say it is a process of trying to convert the target audience into customers and then convince them to become loyal consumers and continue purchasing products from your business.

Throughout different funnel stages, a business needs to nurture their visitor’s needs and use tactics to move them to further stages.

Always remember- a marketing funnel doesn’t need to be complex.

In the starting, go with simple marketing funnels, and once you know what’s working and what isn’t in terms of performance metrics, then you can continue to optimize it.

The most commonly used B2B marketing funnel structure consists of four steps that are :

  1. Attention
  2. Interest
  3. Desire
  4. Action

conversion-funnel

1. Attention: It’s the stage when your visitors get aware of your business and find out that you can solve their problem. These days there are tons of ways you can use to grab your target audience’s attention and move them towards your upper marketing funnel. Here are a few examples:

  • By participating in a podcast
  • Using Facebook Ads
  • Promoting your product on other website’s articles or blogs
  • By showing up in your target lead’s Pinterest dashboard
  • By ranking high on the Google SERPs
  • Getting a shoutout from an influencerExample Of Attention: You are scrolling through your Instagram account. And suddenly came across Flipkart’s ad about their “Big Billion Days.” You find it impressive and decide to visit flipkart.com to know about this deal in detail. The ad was what caught your ATTENTION and encouraged you to enter the marketing funnel of this brand.

2. Interest: At this stage, they assume you can solve their problems, so they start developing interest in your brand. They visit your website and look for the solutions. This is the stage where you are offering them useful information through free and valuable content, developing your brand’s credibility.

“Your focus should always be to appear like an expert.”

When you provide your customers with solid advice and solutions that don’t feel sales-driven and cringy, you develop trust. This way, when you actually start leading them to the further stages of the funnel and bring up your services and products, they’ll be more open to them.

Example Of Interest: While scrolling through the search results of “best marketing company,” you clicked on the first link of the page, as you find it impressive. With the hope that this agency can fulfill your needs, you start reading the information on the landing page. The content was helpful, so you decided to stay on the website to learn more about the agency.

This is the best example of the “INTEREST stage”- when you get interested in learning about a brand, assuming they’ll solve your problem. So you visit their website and read the content, entering the second step in the funnel.

3. Desire: The visitor has read everything they need, and now they want to convert. Every few visitors, compared to that you see on the first stage, reach this step. This is when you can bring up deals that they cannot resist. By offering strong and irresistible offers, you can make them sure about their decision.

Example Of Desire: Carrying forward the example of “Interest”- reading the content they offered assured you that they are right for you. So you decided to hire them. This is when you enter the third stage of the marketing funnel when your INTEREST is converted into a DESIRE to hire their services.

4. Action: The moment you have been waiting for! The last step where your efforts pay off: the purchase. People who have reached this stage are the ones who have decided that your brand is best for them and they’ll surely like to deal with you again.

Example Of Action: You are signing the contract and entering your bank details to pay for the services. Now you are at the final stage of the mid marketing funnel- the ACTION.

Make sure you keep the buying process as simple and seamless as possible. Avoid including unnecessary columns in your purchase form.

Here’s what Miranda, Founder of VinPit, has to say about the marketing and sales funnel they use, covering all the above points:

“The people at the top of the sales funnel see our advertisement. A certain percentage of them decide to tap on it. That’s the next of the funnel. Then one customer sees service at a discount. The thumb through the details, and now they’re at the next step of the funnel. Then the customer decides to purchase that service and proceeds to the check-out. Which is also the last stage of this funnel. If all goes well, they finish the purchase and reach the bottom of the funnel. This same process plays out for every business in one way or the other.”

But is it really necessary to use marketing funnels on your website? Isn’t it possible to attract more customers without it? What’s its purpose? Here are your answers –

 

Importance Or Purpose Of Marketing Funnel

sales funnel

Image Credit: ligonmarketing

The major purpose of marketing funnels is to gain more sales and attract more customers. But don’t you think that’s the same core purpose of whole marketing? Yes, it is.

Talking more specifically, the marketing funnel’s purpose is to help you create well-defined, measurable, and structured marketing strategies that lead your customers through a seamless buyer’s journey.

With the use of these funnels, you can easily figure out the barriers stopping your visitors from getting converted. Without them, it will be quite difficult for your business to determine your lacking points. Once all the necessary changes are made according to the report of the funnel, you can experience a better conversion rate. The basic idea behind a marketing funnel is to find out ways to push a visitor to the last stage that is action.

Now let’s dig a little deep into marketing funnels and find out about their components:

Components Of Marketing Funnel

Different leads on different stages need to be treated differently. People on the awareness stage don’t have to be pushed directly to the core offer. But instead, they should be provided with content that educated them about your business.

Till now, you have learned about what marketing funnels are, the stages they constitute, and their relevance. But an important topic is still left to cover, without which it’s hard to learn how to create a funnel- the components of a marketing funnel. Here are all of them:

Lead Magnets

leads magnet

Lead magnets are an entry point of your digital marketing funnels. They are initial high-value deals that you provide your target audience in exchange for their contact information like email address, phone number, etc.

The goal of this component is to convince your leads to give you their contact information in barter for useful, high-quality, and valuable pieces of content. That is why all marketing funnels are also called lead funnels.

Remember- the content of a lead magnet needs to be actionable. They must assure your leads that your brand is worth giving their details.

Tripwire

A tripwire is a service or product which is priced at either affordable or at a very low cost. A tripwire must have an amazing value. It can’t just be any low-priced offer or deal that is not worth anything because that will not improve the conversion rate.

“The major goal of this component is to persuade your target audience – that is to make them engaged with your content – to buy this low-cost deal and provide you with their credit card information.”

Your audience should find value in your tripwire. Motivate them to move further to the next step in the buyer’s journey and hence purchase your services and products.

Landing Pages

Landing pages are the house of our tripwires and lead magnets. It is where your audience will stay, read your content and provide their email address, payment information, etc. You have to make your call to action landing page as attractive and value-filled as possible. Leads should feel worth spending their time on it.

In addition to creating landing pages, make sure to build a “THANK YOU” page linked to tripwire and magnets. It’s a page where you can divert your audience, after they give the necessary information, to other valuable content such as your social media accounts, videos, and blogs.

How many types of marketing funnels are there? Jesus! So many people are asking the same question. If you have the same question, the answer is right below.

Different Types Of Funnels

There are so many names of water like- drink, H2O, aqua, and many more. But does having different names mean it serves a different purpose? Not exactly. You can call it by any name, but its main job will always be to quench your thirst.

Similarly, there are many types of marketing funnels, but all of their end goals are the same- to track or map out the steps that visitors take to convert. Following are examples of the top three popular types of funnels, along with how they have been used by well-known brands:

Sales Funnels – Example: Netflix

Sales Funnels

Netflix follows a 7-stage marketing purchase funnel that attracts viewers with an irresistible offer- a “30 days free trial”. Here’s how the sales funnel stages looks like:

Stage1: Visitors enter their sales funnel through a call-to-action button present on the landing page- “JOIN FREE FOR A MONTH.”

Stage2: Now, Netflix takes its user to the plan introduction page, where it asks to view different plans. “SEE THE PLANS”- is an effective call to action (CTA) used here.

Stage3: In this stage, the visitor chooses a plan from three options- Basic, Standard, and premium. And move to the next stage by clicking on CONTINUE(CTA).

Stage4: It’s an introduction page where Netflix suggests the user to create an account. User clicks on CONTINUE to create one.

Stage5: The user reaches the SignUp page to create their account. They enter their email address and set a password for their Netflix account. By clicking on CONTINUE, this streaming platform takes them to the next stage.

Stage6: In this stage, Netflix asks the user to set up their payment method for renewing their account after the free trial offer. Choosing the payment option takes them to the final stage of their funnel.

Stage7: In the last stage, the user enters their payment information and becomes Netlflix’s customer. After clicking on the START MEMBERSHIP, the user continues using this platform.

Lead Magnet And Email Funnels- Example: Spotify

Spotify uses a 3-stages funnel which is a combination of lead magnet and email marketing funnel. This platform attracts traffic to its funnel with “FREE MUSIC STREAMING” offers through emails. Here’s an in-depth explanation of each of the funnel stages:

Stage1: The first stage starts with the CTA landing page of Spotify. Visitors click on the CTA provided on the landing page- GET SPOTIFY FREE. Clicking that green button moves them to the next stage of the funnel.

Stage2: In this stage, the visitor has to create an account by filling the Sign-Up form. After entering the required information, they click on the SIGN-UP button.

Stage3: Now Spotify directs the user to its Thank You page, which confirms that accounts have been successfully created. After installing the desktop software or mobile application, the visitor can continue using the FREE version of Spotify.

 

Video Marketing Funnels – Example: Cincopa

video marketing

Cincopa uses a 5-stage video marketing funnel on its website. Let’s learn about all the stages in detail:

Stage1: While reading the website content or any article or blog by Cincopa, users discover a YouTube video that gains their attention.

Stage2: They click on the video and reach the YouTube channel of Cincopa, where the video starts running automatically.

Stage3: The visitor watches the video, and if he or she enjoys it, they click on the THUMBS UP button.

Stage4: Now, the User reads the description and redirects back to the homepage.

Stage5: The landing page has two good call to actions present on the top – 30 DAYS FREE TRIAL and LEARN MORE.

Stage6: The user clicks on 30 DAYS FREE TRIAL and enters the SignUp page.

Stage7: He fills the form and starts using the free version of this software.

Here’s what Eden, Marketing Director at WeInvoice, have to say about these funnels:

“I have used Webinar funnels, Video sales funnels, and email funnels.

Webinar Funnels helps you maintain a robust relationship with your target audience by promoting various webinars. Two types of webinars are there, free and paid. Well, this webinar funnel provides a list-building tool and a leading scope to engage with your audience.

Video sales funnels are another market funnel example to generate leads using video. Being an automated selling system, it is the best-in-class tool to optimize your online sales. However, the process also makes it hassle-free to identify every side of the video e-commerce sales funnels.

Email marketing funnel helps to convert your email IDs into various event attendees. Therefore, it gives marketers a detailed route to create email for targeted customers to travel from their first interaction to finally convert.”

Now you are ready to discover how to create a marketing funnel. Excited? Here are the steps to create a marketing funnel explained in detail:

How To Create A Marketing Funnel

Building a marketing funnel includes various steps. You’ll find numerous blogs on the internet discussing numerous such steps. But while reading those blogs, there are always chances for the reader to get confused, close the tab and end up wasting their time. To help you understand the technique of creating a funnel, we have summed up everything in the following three steps:

1. Understand Your Audience

The first and most important step in creating a marketing funnel is to understand your target leads. You must first know who your target audience is before creating a marketing funnel to target them and convert them into potential customers.

There are many ways to understand the target audience. These include:

  • Surveys
  • Social media
  • Direct feedback from existing customers
  • Web analytics data, etc.

The goal is to understand the behavior of your target leads and how they interact with your content and website. Understanding their behavior will help you shape your marketing funnel correctly.

2. Determine The Total Number Of Funnel Stages

After you are done mapping out the target audience’s pre-purchase journey, it’s time to determine different stages in a funnel. You can create as many steps as you can in your funnel. But we suggest you include only the necessary ones because the more steps you include, the more complex the funnel will become.

If you are creating one for the first time, you don’t need to go complex. You can go with the most common structure, just like the one we have given above.

To make it more productive, you can use the data about the audience behavior you have collected in the first step. When you are creating a marketing funnel, always include those stages that make your buyer’s journey seamline not complex.

3. Apply Marketing Techniques On Each Stage

After determining all the stages in your marketing funnel, the last step is to find out which marketing technique to use in each step. To keep things less complex and help you understand better, we have considered a simple marketing funnel with three stages.

Following are a few tactics for conversion funnel marketing that you can use at different stages of your marketing funnel.

Top Area Of The Funnel

  1. You can use social media marketing to divert your social media traffic to your website. For that, you can run ad campaigns on various social media platforms like Facebook, Instagram, YouTube, Twitter, etc.
  2. Another great marketing tactic you can use is influencer marketing. It aims to spread brand awareness and helps you reach your target audience on a big scale.
  3. SEO is also a very helpful marketing technique to gain more organic traffic to your website.
  4. Podcasts and videos are also effective in attracting prospective customers at this stage.
  5. You can also host contests and giveaways to reach more target leads and improve your brand’s visibility.

Middle Area Of The Funnel

  1. “Product unboxing, trial videos, and product reviews” by popular influencers is quite an effective marketing technique at the step.
  2. “Case studies” that reveal how your products and services helped other clients or anything that proves their benefits.
  3. Offer “ebooks, B2B products, and whitepapers” to engage more people and increase their purchase intent.

Bottom Area Of The Funnel

  1. Provide “discounts and good deals” to encourage your audience to purchase. Go with “limited-time offers”. It’s a great sales technique as it creates a sense of urgency.
  2. “Demos and free product trials” are another good way to encourage the audience to try your products before making a purchase.
  3. “Create scarcity”- it’s a technique that has worked well for many retailers. Showing your leads that limited stock is left motivates them to place the order quickly.

 

What’s The Future Of Marketing Funnel?

The marketing funnel visualizes the journey of a buyer as one huge funnel. This funnel attracts a number of visitors to enter from the top with the hope that at least a few of them will convert into customers. But with the expansion of digitalization around the world, the way consumers shop has changed a lot.

In today’s digital age, the marketing funnel is not an effective strategy. Instead, many businesses have seen using marketing flywheel over funnels. The marketing funnel focuses only on revenue generation. Once a customer passes the last stage of the funnel, businesses don’t care much about them. On the other hand, marketing flywheel includes customer support as a major component.

When your business works with the goal of delighting your customers, you’ll create a fast-spinning flywheel that increases the speed by which your company grows.

But this isn’t it. Marketing flywheel is a vast topic. Do you want to know more about it in detail?

READ HERE AN IN-DEPTH GUIDE ON MARKETING FLYWHEEL!

Final Words

Marketing funnels have helped numerous brands turn their visitors into paying customers. Now when you know what a marketing funnel is and how to create it, it’s time for you to try it yourself.

 

Your Exhaustive Guide To Optimizing SEO For Shopify Store

Your Exhaustive Guide To Optimizing SEO For Shopify Store

From the benefits of owning a Shopify store in 2021 to all the tips you need for optimizing its SEO, this post will be your final guide to all things Shopify SEO.

In 175 countries, as many as 1,000,000 merchants use Shopify.
In the past year, close to a billion people have shopped in a Shopify store.
As of 2020, there were $5.1+ Billion in sales on Black Friday alone!

Shopify is charging ahead, and that’s why you benefit from the platform. Here is a press release that shows Shopify’s 2020 revenue growth.

This doesn’t mean it’s a perfect solution. Shopify also has some constraints that users found problematic sometimes. Some of them don’t have much but a little bit of effect for SEO purposes.

Challenges Our Clients Face With SEO On Shopify

  1. Subcategories
  2. Uneditable robot.txt Files
  3. Sitemaps
  4. Blogs Section
  5. Forced URL Structure
  6. Duplicate Product Pages
  7. Product Variant Pages

Subcategories

Subcategories are important to distribute the products correctly. Shopify doesn’t allow us to create subcategories. For example

example.com/collections/Shirts (can be created)
example.com/collections/shirts/lenin (can not be created)
example.com/collections/lenin (can be created)

Here’s the catch. Well, a solution to avoid this issue. You can’t create subcategories, but you can show them like subcategories in the main menu.

A Famous Brand Fashion nova has a good main menu that clearly shows the categories and subcategories.

 Fashion nova

 

Uneditable robot.txt Files

 

We use robots.txt to tell the search engine if the pages need to be crawled or not. Shopify does not allow us to edit robots.txt for any SEO purpose. However, it is already optimized. That said, if you still have a particular page that shouldn’t be accessible by search engines, you can use the noindex tag as shown below.

  • From your Shopify admin, go to Online Store > Themes.
  • Find the theme you want to edit, and then click Actions > Edit code.
  • Click the theme.liquid layout file.
  • To exclude the search template, paste the following code in the <head> section:

{% if template contains ‘search’ %}

<meta name=”robots” content=”noindex”>

{% endif %}

  • To exclude a specific page, paste the following code in the <head> section:

{% if handle contains ‘page-handle-you-want-to-exclude’ %}

<meta name=”robots” content=”noindex”>

{% endif %}

  • Make sure that you replace the page-handle-you-want-to-exclude with the correct page handle.
  • Click Save.

 

Sitemaps

Shopify has the XML sitemaps available; they have a ‘locked sitemap’ (not editable) that only has four categories, which means you can’t create any further categories in the sitemap.

  • Products
  • Pages
  • Collections
  • Blogs

You can find your sitemap under yourstore.com/sitemap.xml. These four sections are called child sitemaps.

Sitemaps

Blogs Section

Although Shopify is an excellent eComm platform, their blogs are certainly no WordPress blogs. It does not have some features like blog categories and author profiles. However, it allows us to add tags to the blogs.

Note: If you are familiar with coding or have a good developer, you can optimize your blog section.

 

Forced URL Structure

Looking for a URL that can convey your business message to your customer without being too long?

Shopify won’t allow you to do that with its forced URL structure.

Default URLs(not editable):

example.com/collections

example.com/products

example.com/pages

example.com/blog

Types of URLs you can NOT have in Shopify

example.com/jeans

example.com/collections/women/jeans

What you can add after the default URL structure

example.com/collections/women-jeans

example.com/products/blue-denim-jeans-women

example.com/pages/shipping-information

example.com/blog/news

 

Duplicate Product Pages

 

Shopify’s URL structure leads to creating multiple URLs for the same product. As a result, it creates duplicacy issues for the search engine, as shown below.

 

Duplicate Product Pages

We can solve this by adding a simple canonical tag as mentioned below.

<link rel=”canonical” href=”your-product-URL” />

 

Product Variant Pages

 

Product variant pages are those created by slight variations from the main URL, as shown below:

Product Variant Pages

Shopify creates multiple pages for 1 product by using different variants like size, color, quantity, materials used, etc.

This creates duplicate content issues by a different attribute added to the URL while the main product remains the same. This means that multiple pages exist with duplicate/similar product descriptions and images.

However, product variant pages are not an SEO issue. And some websites actually benefit from these URLs.

 

Why Shopify Is Still A Great Choice For Merchants

 

Let’s look at two examples of Shopify stores that are successful even in today’s pandemic times.

The first store we will look at is JB Hi-Fi: Australia’s largest home entertainment retailer. And the second is FashionNova: a top online fashion store for women.

 

JB Hi-Fi Stats At A Glance

JB Hi-Fi is a publicly listed retailer in Australia that specializes in consumer goods. Let’s look at a few stats about the company:

Ranking:

JB Hi-Fi Stats

Search Performance:

JB Hi-Fi Stats search performance

While they use their store to make a majority of their sales, they also use social media and other channels to help promote their products and offers. For more stats, you can have a look here. This example was to show you how beneficial a Shopify store can be for your business.

 

Fashion Nova Stats At A Glance

Fashion Nova is a fast fashion retail company based in the USA. It has five offline stores, but it uniquely integrates Instagram to drive its traffic and sales on Shopify. Let’s glance at the major stats on the brand’s performance.

Ranking:

Fashion Nova Stats ranking

Traffic Overview:

Fashion Nova Stats

traffic

Traffic Overview

 

The Value Of A Good Site Structure

When it comes to your Shopify site, Marie Kondo’s organizational skills will help.

Jokes apart, if you want search engine bots and your customers to send more love to your site, you need to understand how important it is to have a simplified site structure.

To attract more users to your website and for good SEO practices, you should have an optimized site structure for your store.

Homepage > Category Page > Product Page

Home

Notice how all the products are just a few clicks away from the homepage. However, Shopify’s basic website page structure is product categories(collections) and products.
Best Shopify Stores Structure will include or follow:

  • A good and logical hierarchy
  • Clean, optimized, and readable URL structure
  • Each page should be linked to the main navigation unless there are 1000s of pages that can not be linked.
  • All pages should be reachable within three clicks.

 

Improve Your On-page Shopify SEO

Here’s the checklist you’ve been waiting for, for improving your Shopify SEO. It is comprehensive but easy to follow. So go ahead, maximize your chances of appearing in search results like a boss.

  1. Theme Selection
  2. Meta Title & Description
  3. Product Canonical
  4. Breadcrumbs
  5. Schemas/ Structured Data
  6. Page Load Speed
  7. Image Alts
  8. Pagination
  9. Headings
  10. Optimizing Store For Multiple Languages
  11. Internal Linking
  12. Fixing 404

 

Theme Selection

It is an important part of starting your online store. Don’t hurry to select a preset shiny, attractive template that shows the same products you will sell. Here are some essential key points that you should consider while selecting your theme.

  • Java Script: Be mindful of client-side JavaScript when choosing a Shopify theme or when you have one custom-made. Make it a priority not to rely on JavaScript rendering so that search engines can understand what your content is about.
  • No Heavy Filters, crawling issues in filters: while choosing themes, you must check that it doesn’t have any heavy filters. Sometimes filters can cause crawling issues.
  • Easy to load themes: Always choose easy to load and fast themes. Fast loading websites rank high in search results.

 

Meta Title & Description

  • Meta Tags play an important role in the SEO process. Websites having highly optimized and meaningful meta tags rank high in search results.
  • Websites having short or missing meta titles & descriptions will lose a great opportunity to rank better in search engines.
  • You should use attractive and eye-catching CTAs in your metas that will help to improve the conversion rate.
  • Conduct experiments with CTAs and see their impact on CTR in the Google search console. You can use the CTAs that are performing better in meta tags.

 

Good Meta Title: Buy Kidswear

This Meta Title has the complete keyword within the title, and it completely describes what type of content is present on this page. It is within the character limit too (around 60 characters).

good meta title

 

Bad Meta Title: spring style for men

This doesn’t have the complete keyword, doesn’t describe the purpose of the page, and the character limit isn’t according to best practices.

bad title

Good Meta Description: kids wear dresses

This Meta description has the CTA, the right keywords, and has a good character length.

good descriptions

Bad Meta Description: evening party dresses for women

Ranking after 50th of search results. This meta description does not have the complete keyword, exceeds the meta description characters limit (160-165 characters).

Tip: If your Shopify store has thousands of products and collection pages, you can use mass uploading to update the meta title and description. Here is the script that you can use. Spreadsheet link for the script

Product Canonical

Shopify creates two types of URLs for the products present on a collection page, and all the content of the page will remain the same for both URLs. Let’s understand this better with the following examples.

Product in Collection: This type of product URL is created when we access a product through a collection page.
https://moonbunbaby.com/collections/new-arrivals/products/baby-girl-wool-coat

Product URL: Shopify creates this type of URL for all the product pages.
https://moonbunbaby.com/products/baby-girl-wool-coat

This can create duplicacy issues for search engines. So, to avoid this issue, we add a canonical tag to the collections product URLs.

Canonical URL: https://moonbunbaby.com/products/baby-girl-wool-coat

Product Canonical

 

Breadcrumbs

Breadcrumbs are like secondary navigation on a website. It allows users to understand their current location on the website. This helps users find their way back to a step and start over, as shown in the below example.

Breadcrumbs

 

Although there is no good reason to avoid using breadcrumbs, using them doesn’t cause any harm since most users don’t pay attention to them generally.

It helps to reduce the user’s anxiety. Sometimes a user feels lost while navigating to a website; there comes the role of breadcrumbs that shows the complete path from the starting page to the current page, so he/she can trackback to the previous pages.

Why are Breadcrumbs good for SEO?

  1. Lowers the bounce rate: If a user doesn’t find things they are looking for, Breadcrumbs help the users take a step back to the previous page or any page in the navigation path rather than exiting the page; this helps to reduce the bounce rate of the website.
  2. Improves the user experience: Breadcrumbs improve the findability of your website by providing easy navigation that helps improve the user experience as it helps the users find what they are looking for.
  3. Breadcrumbs in search snippets: Proper breadcrumb markup allows you to incorporate your breadcrumb trail in the Google SERP snippet. This makes a good impact on your user.

If you don’t use breadcrumbs or fail to tell the Google bots through proper codes, Google will use its breadcrumbs version based on your URL.

Breadcrumbs in search snippets

Schemas/ Structured Data

Structured data helps search engines to read and better understand what your website is about. Remember that Google creates rich snippets using structured data.

You can implement different types of schemas for your Shopify website, as mentioned below:

  • For Home Page
  • For Product page
  • For Collection page
  • For Shopify’s Blog/ Article pages

For Home Page

You can add two types of schema to your website’s homepage.

  1. Website
  2. Organization
Website Schema

A website is a set of related web pages that belongs to the same domain. Website schema should include the following properties.

  • URL: Your website’s URL is entered in this field include
  • Target: According to schema.org, this field “Indicates a target EntryPoint for an Action.”
  • Query-input: this is a text search deep link with -input that inlines “the resulting value of -input properties into action URLs” (source: schema.org)

website schema

Organization schema

The Schema describes the organization, including its logo, social media profiles, website address, and contact information.

Organization schema is important for businesses that people don’t physically visit.

Organization schema should include the following properties:

  • Type: organization
  • Name: Website’s Store Name/organization name
  • URL: Your Shopify Store’s URL
  • Description: This property should have the description of your organization
  • Address: This property should have Street Address, Postal code, Country Name
  • Logo: This property should have a logo. Google displays your logo in search results and the Knowledge Graph.

organization schema

For Product page

You should add three types of schemas to your product pages as mentioned below:

  1. Product Schema
  2. Offers Schema
  3. Breadcrumbs Schema
Product schema

Product schema describes the products & Offer type describes a product variant present on the website.
Following properties should be added to the product schema:

  • Type: Product
  • Name: This field should include the product name.
  • Image: This will include the URL of the image
  • Description: This field has a description of your product.
  • SKU: This will have the unique stock keeping unit
  • URL: This will include the URL of the Product
  • Product ID: GTIN (Global Trade Item Number) is used as your product ID and an MPN (Manufacturer Part Number). This will help Google match search queries with your products.
  • Offer: This will include product variants like (@type, pricecurrency, price, pricevaliduntil, availability, itemcondition, URL)
  • Aggregate Rating: This property defines the average review score of the product

product schema

 

Offers schema
  • Availability: shows the availability of the product (e.g., InStock, OutOfStock)
  • Price: shows the price of products
  • Price Currency: shows the currency of the product.
  • Item Offered: product on which offer is available
  • Price Valid Until: shows the validity date (in ISO 8601 date format)
  • URL: shows the URL of the product page
  • Item Condition: show the item condition (new/old)
  • SKU: shows the unique stock keeping unit

offer schema

 

Breadcrumb schema

Your users can understand and explore your site effectively through your breadcrumb schema. A breadcrumb trail on your page shows the position of the page in your site’s hierarchy.

Ensure you add the below-given properties to your breadcrumb schema.

  • Position
  • Item
  • ID
  • Name

breadcrumbs schema

For Collection page Schema

This collection page Schema should contain the one ListItem type for the products present in the collection pages. This should contain the following properties.

  • Name – this shows the name of the collection page
  • URL – this shows the URL of the collection page
  • Description – This shows the description of the collection page
  • Image – this shows the main image of the collection page

The ListItem type should contain the following properties:

  • Position – this shows the product’s position on the collection page, i.e., if the product is displayed third, the position value would be “3.”
  • URL – this shows the URL of the product page

For Shopify’s Blog/ Article pages

This Blog Schema/ Article Schema includes every attribute/property of blog pages as mentioned below.

  • About – this shows a description of your blog, the subject of the blog (e.g., e-commerce, Shopify, your product or service, etc.), how it can help readers, etc.
  • Name: this shows the name of your blog.
  • URL: this shows the URL of your blog.
  • Keywords: add the keywords you target.
  • Headline: Main headline of your blog.
  • MainEntityOfPage – shows the canonical URL of the page.
  • Image (ImageObject): Image URL of the blog.
  • URL: shows the URL of the page.
  • DatePublished: shows the published date of the blog.
  • DateModified: shows the date on which the blog is modified.
  • DateCreated: shows the date on which the blog is created.
  • Description: a description or an excerpt of the blog post.
  • Author: shows the author-name.
  • Publisher: shows the publisher’s name (organization).
  • Logo (publisher logo): show the URL of the logo.
  • URL (publisher URL): shows the publisher URL (organization).
  • Name: shows the publisher’s name.

 

Page Load Speed

We live in an era where technology is evolving day by day, and speed has become the most important factor in our daily lives.

Therefore, to reduce your bounce rate, you need to ensure your page loads quickly. By ensuring your customers convert, you optimize your website for more sales.

You can use the Page Speed insights tool to analyze the performance of your website. Here is our detailed blog to learn website speed optimization using the Page Speed Insights Tool.

Apps like Page Speed Optimizer: PI Speed can help you optimize the speed without much coding.

Here is a quick overview of the things you can perform to optimize your store’s speed.

Optimize Images

By reducing the size of images, you can optimize them. Different apps (Free/ Paid) are available to optimize images in bulk. 

Examples:

Image Optimizer App

Bulk Image Edit ‑ Image SEO

Minify CSS

Minify the CSS files using CSS minify tools like CSS Minifier and then replace the original file with the minified CSS file.

Minify Javascript

Minify the JS files by using the Shopify apps. You can use UglifyJS 3 to minify the javascript, then replace the original file with the minified JS file.

Lazy Load

Use lazy load to load the website faster and quick image loading. Learn more about Lazy Load here.

Remove Extra Apps And Code

Remove extra unused apps to increase the speed of the website. Remove extra code like extra CSS and JS files. This will also help to improve the speed of the website.

Use Exact Size Images

Use exact size images on the desktop and mobile versions of the website. This will help the website load faster.

Image Alts

Images are an important source of information about the content on your site. By adding Image Alt you can give Google additional details about your images.

Image Alts

Shopify has an app for bulk image alt updation: Bulk Image Edit

Pagination

You can organize your content in three ways: pagination tags, infinite scroll, and “load more” for web design.

Pagination allows you to separate content onto multiple pages and infinite scroll groups your content onto a single page. This allows your user to continue scrolling to load more content. Each way creates a distinct user experience.

Interestingly, what infinite scroll and pagination have in common are:

  • Your web content can be indexed, digested, and displayed using both these user interface patterns.
  • The unique difference between the two best defines them individually.

While both have their own pros and cons. Here is a comparison table showing pagination vs. infinite scroll to help you select the best option:

 

Infinite

Pagination

1. Endless Scrolling(Category/home page) 1. Navigates to Multiple Pages
 2. Infinite scroll loads only the content requested by scroll and hides it until such time. 2. Loads entire Page Content
3. Proper indexing of your content could be prevented by Infinite scroll.   3. Search engine bots crawl entire pages to index your content rightly.
4. Google’s crawlers only read what your viewers see on initial page load instead of scrolling through the entire content.  4. Google Website crawlers read the entire content present on the page.

 

Here are some of Google’s recommendations for applying infinite scroll to your Shopify store.

  1. Divide your infinite scroll content into component pages.
  2. Determine how much content to include on each page.
  3. Divide content so that there’s no overlap between component pages in the series
  4. To avoid the configuration error, each component page should have the full URL.

To know about the detailed information follow the link
https://developers.google.com/search/blog/2014/02/infinite-scroll-search-friendly

 

Headings

heading tags have a great impact on your content. It allows your content to look attractive. It also allows you to add the relevant keywords in the heading tags (H1).

H2 tags are optional, but note that they allow you to target secondary keywords without changing your title, URL, or page handle.

To optimize your heading tags for the targeted keywords on various pages, have a look at the following:

For Home page:

  • H1 as your main page title USP (Unique Selling Proposition)
  • H2 as a secondary page title or subheading
  • H3s as section headings (e.g. Popular Products, Features Products, Testimonials, etc)
  • H4s and lower for header/footer and other misc headings

For Collection Pages:

  • H1 as collection title as shown in the example

H1 Collection

  • H2s as collection subheadings (in collection content)

h2 collection

  • H3s as product titles

H3 product title

  • H4s and lower for header/footer and other misc headings

 

For Product Pages:

  • H1 as product title

product h1

  • H2 as product subheading
  • H3s as section heading in the description and content
  • H4s and lower for header/footer and other misc headings

 

Optimizing Store For Multiple Languages

55% of shoppers prefer purchasing from sites that use their native language. Interestingly, 60% of your visitors don’t convert because of content not being locally optimized.

You can target multiple countries if your website translates into many languages. This will help to generate organic traffic from various countries or regions.

Here is a simple and easy to use app Weglot to help make your website multilingual within minutes.

 

Internal Linking

Internal links can help discover new content and orphan pages (pages with no internal links). This will improve your Pagerank. Here Quality plays an important role, not quantity.

Internal links can be used in the main navigation, within mega menu links, and footer links. They can also be used within product descriptions and collections, blog articles, and other pages.

In Shopify, you can use internal linking in:

  • Collection pages: When we add a collection description, There is a good chance to add an internal link by pointing to another collection. This can help your user find other related collections they might enjoy.

The new collection will contain the other related collection’s link. Related Blog links can also be added to the collection page’s content.

  • Product Pages: By adding related products or collection page’s link to your top ranking product page, you can enhance your internal link structure and make the user discover more products and collections. Also, anchor texts can help mention featured or new products.
  • Blog Posts: You can specifically mention products while writing/adding the blog posts to your website. You can also add products or collection links to your old blog posts.

 

blog internal link

Adding an appropriate anchor text to the related product page compels your user to explore more and shop.

 

Fixing 404

Google regularly crawls pages that are already indexed. If the page no longer exists on the URL, then Google gets 404 errors. This affects your SEO efforts as search bots hate crawling through URLs that have no content.

When a visitor lands on a 404 page, they might immediately leave your website making you lose out on a potential sale. Essentially, increasing your bounce rates.

Note: Google Search Console can help you find the 404 pages of your website.

404 errors

To fix 404 errors:

  • Redirect 404 pages to the Most Relevant categories.
  • Restore the pages accidentally deleted.
  • For bulk redirections, use the broken link manager app

 

Keywords Research

Keywords Research is the most important part of the SEO strategy. While doing Keyword research for a Shopify store keep these points in mind.

  • Build a list of seed keywords
  • Focus on collection pages rather than products
  • Use Long-Tail Keywords
  • Consider high Search Volume
  • Check competitors ranking keywords

 

Build a list of seed keywords

Seed keywords are the primary keywords (which consist of one or two words) that are the most relevant to your business. These are keywords used to find more related keywords for your Shopify store.

Focus on collection pages rather than products

As targeting product pages can be difficult. Since there are hundreds or even thousands of products in a collection, and a lot of them can be 404 in the future, it’s better to focus your keywords on collection pages.

Use Long-Tail Keywords

These are longer, specific phrases your visitor uses when they know exactly what they’re looking for. Long-tail keywords are also used during voice search. (example, red Nike shoes size 10 near me).

Consider high Search Volume

Find keywords that have a high average monthly search and low competition rates.

Check competitors ranking keywords

The ranking keywords of your can help you find related keywords for your products or services. Simply find your competitors & review their keywords. Your competitor’s keywords can give you more ideas for your SEO strategy.

Avoid selecting already ranking keywords in top results.

Note:
Keyword research is an ongoing process. Collections or products can be changed. Alternatively, new collections or products would be added in the future. That’s why you need to continuously perform keyword research.

Create content based on the keywords your customers actively use in their queries. Don’t create content using keywords you think your customers might be using.

How To Find Keywords

You can use different tools for keyword research. Tools will ease the process, and you can easily estimate the ranking time frame of the keywords. Some of them are mentioned below:

Google Adwords/ Keywords Planner

Keyword Planner is a free tool, but you need to have a Google Ads account to use the Keyword Planner

Note: To use the Keyword Planner, you need not run an active campaign. However, you do need to have a Google Adwords campaign set up.

You need to add your seed keywords in the planner and find thousands of keywords for your website with the average monthly searches and competition, as shown below:

Google keywords planner

Google Console

We can check already ranking queries for the website and the top-ranking keywords in the search console, export them and find the related keywords to your website niche.

This helps to Improve rankings for underperforming keywords by using them in the title, heading, and content.

google search console

SEMRush

Search your website in SEMRush; it will display all ranking keywords of your website in the “Organic Search” Section.

You can export this data and then find the related keywords to your website.

semrush

Keyword Magic Tool

A great tool for finding keywords that google’s keyword planner excludes, like CBD, medicine/medical related keywords, and adult keywords.

You can also use this tool for blogs and articles. You can filter keywords according to high search volume, keywords difficulty, CPC, etc.

If you are looking for keywords for your blog and want to publish content in questions, you can also filter keywords according to the questions filter.

keyword magic tool

 

Ahrefs

It also works similarly. Just search for your website and select the “organic keywords” section, as shown below.

You can choose the related keywords in the already ranking keywords that can perform well for our website.

ahrefs

 

Keywords Explorer

You can find the new keywords in Ahrefs just like the google keyword planner. Search the seed keywords, and you will get the list of keywords as shown below.

Now you can choose the keywords for your website based on search volume and keyword difficulty.

keywords explorer

 

Check Competitors keywords

Input your competitor’s website in SEMrush & click on organic research.

Here you can find your competitor’s keywords and then select keywords according to your services.

Keywords clusters

A keyword cluster is a set of keywords that have similar search intent. You can choose the keywords for a cluster based on semantic relevance, search volume, and keyword difficulty.

This will also help you in content marketing or to create new content for your website.

You can create keyword clusters for the pages you will work on in the future for a particular website page or blog.

Example: This example shows the clear search intent of the user that is “data breach fines”

keywords cluster

 

Content Strategy

Creating exceptional content that engages your visitors can help increase your traffic to your site, boosting your revenue.

  • Collection Page Content
  • Product Page
  • Blog

Collection Page Content

Here, your content should include the various types and styles of the products in that particular collection.

Add the names of the popular products within this collection and add some information for the related collection for adding internal links.

This will help in adding more keywords to the page and pass the link juice to other related pages by linking them.

 

Product Page

On product pages, content should include all the product specification information like price, offers, size guides, ingredients(if any), delivery information, safety measures (if any).

Add product videos like product making, how to use, occasions for use, etc., and how the customer will look after wearing the product.

Include content like “how to use the product” and what type of add-ons customers can use while using the product.

Myntra’s example
Let’s look at how Myntra has a great content strategy:

myntra product content strategy

 

Blog

While writing blog content considers the following points. And If you own a clothing store then Try to add content for the products that are suitable for different occasions and seasons.

  • Try adding unique and valuable information about 4-5 of your products in your blog post. This way, you can improve the indexing of your website by adding more pages with content with the targeted keywords. This has been shown to improve your search ranking significantly.

myntra blog

  • Try using storytelling in your blog posts. Ensure it is precise in length and doesn’t lose the interest of the user while reading.

style

  • Add video content, but it should be unique and of high quality.

 

Conversion Rate Optimization Techniques To Boost Your Revenue

The conversion rate for your eCommerce brand shows you the percentage of people online who visited your site and purchased something from your store (within a set timeframe).

Here are a few ways you could boost your Shopify store’s conversion rate.

Home Page

  • New arrivals sections

Adding a ‘new arrivals’ section on your homepage allows your customers to know about your new products. This will show the users that you are actively updating your products.

  • Featured products

It is an important section of your store; add featured products to this section or the products that are in high demand. This will also help to attract new users and take a step closer to your conversion funnel.

  • Offers and coupon codes

Show current offers and coupons for the products on the home page. This will attract and lead the customers to avail the offer while t&c applies.

  • Call To Actions (Buy now, Read more, etc.)

 

  • Do not overwhelm the users with CTA’s everywhere.
  • Use proper CTAs where required.
  • Add read more buttons for your blogs, categories, offers, and information pages. This will help the users to get the desired information.

CRO

 

  • Use live chat apps

Add live chat support to answer the user’s queries on time. This will help to improve the reliability and trustworthiness of your brand.

  • SSL certificates

To improve the security of websites, use SSL certificates. This will ensure the user’s safety for their personal details. Users trust you more if you have a secure website.

  • Show Shopping carts and checkout buttons

Add easy-to-find and accessible shopping carts and checkout buttons. This will help your users to get to their shopping carts and checkout easily.

  • Don’t push users to create accounts

Make checkouts on guest view, do not push to create accounts for the checkout.

  • Progress bars on checkouts

Use of progress bars while checkout estimates the total and remaining steps to complete the checkout process.

Product Page

Clear & High-Quality Images

Users mostly check the images while purchasing a product. That’s why not adding high-quality images can negatively affect your brand. Good quality images can lead the user towards buying your product.

Product Specifications

All product specifications like size, price, quantity, materials used, ingredients, etc., should be available on the product page. This will help the user find all the information in one place and motivate them to buy the product.

Competitive Price, Offers & Coupon Codes

Understanding your competitor’s prices and setting your prices within the same range will allow your customers to buy more from you.

Give some offers like discounts on products, free shipping, and referrals to attract new customers, and retain the old customers.

Provide coupons to your users to attract and convert them to your valuable customers. Coupons should be valid only for a limited period so your customers are excited to use them quickly.

Product Reviews

Allow your customers to leave positive and high-rating reviews on your products. This makes a positive impact on other customers who are thinking of buying the product.

Out Of Stock Products

Make sure you add the ‘out-of-stock’ label for products that are currently unavailable.

Also, if possible, try to mention an estimated period when the item will be back in stock.

You can also set up a form for the users who want to know when the product will be back in stock. This way, you can collect the email address of the user.

Notify your users by email when the product is back.

Content Positioning

It is an important factor that usually helps the user find what they’re looking for. But for this, you need to have a to-do list and set it according to priority. This way, you can easily place content sections on your website.

For example, you have to place a strong call to action on the top section of your page. Split the website into folds and decide what content to place within that fold. Whether to place it below the fold or above the fold. Focus on keeping navigation easy for the users.

 

EMI Calculators

If you are giving EMI benefits to your customers, then add the EMI calculator on your product page. Also, cross-check that it is properly working.

This can be a great option to convert the users into your valuable customers.

For example, Amazon provides an EMI facility to its user

product

 

Delivery Information

Complete delivery information should be provided on the product page to easily let the customer know when they will receive their order. If possible, offer free shipping & delivery to attract more customers.

Shipping And Return Policy

Mention the shipping and return policy on the website. Most of the users read the return policy before buying the product. Having a good and easy return policy can also help the user decide on buying the product.

Payment & Refund Policy Information

  • Build users’ trust for your website by adding safety payment options.
  • Add small images for credit cards, PayPal, and other payment options you are using for the payments on the website.
  • Add security badges like GeoTrust to build trust.
  • Add a clear and easy refund policy for the customers. This will help to increase the credibility of your website, thereby increasing trust.

Abandoned Cart Emails

You should set up the abandoned cart emails for users who have left their products added to their cart. This will remind users of the product they want to buy. You can also use cart abandonment apps like Abandoned Cart Recovery Email.

Easy Checkout Process

Set up an easy and comfortable checkout process. Test it 2-3 times so that your users don’t face any issues during checkouts.

Collection Pages

  • Easy To Use Filters

Customers use filters to find the right product. If you are a clothing brand, your users can select filters like price, category (for men/women), sub-category (clothing or accessories), etc. These filters should be easy to use and must work properly.
Example: If one of your customers is looking for women’s summer dresses under Rs. 999 (INR), then you can create filters for price, women (collection), and dresses (collection).

This will help the user to find the right product under the budget and right category.

  • Easy To Find Product Structure

You should use a precise structure for your collections to show products so that users can easily find the right products.

Off-page SEO

Links From Manufactures

Use email scripts to get links from the manufacturer sites. This will help to increase the authority, credibility, and trustworthiness of your website.

Coupon Sites

Add your coupons to coupon sites to get more backlinks. Discount Coupons and offers attract new users and help increase sales.

Competitor Backlinks

Find your competitor’s backlinks by using the tools like SEMrush and Ahrefs etc. Check if you can build backlinks on those sites. This will help to improve the ranking in search results.

HARO

HARO – Help a Reporter Out – connects journalists from top publication houses and media outlets to sources with relevant information to answer a reporter’s question. If reporters find the information useful, they add it to their articles.

What does the source get? The reporter adds the information with the source’s name and a link to their official website. Here is a Business.com article that features WebSpero CEO Rahul Vij. Only the quote belongs to Mr. Rahul.

https://www.business.com/articles/pros-and-cons-of-monitoring-employees/

Industry Journals

Outreach to the famous industry journals in your niche and try to get backlinks by publishing informative and quality content.
Getting Featured in famous journals will help increase your brand awareness and website’s authority & trustworthiness.

Contests

Organize contests with exciting winning prizes. This will help attract new users and retain old customers. This will also improve your brand awareness and also helps to boost sales.

Guest Postings

Do niche outreach and try to get backlinks from high authority and quality traffic websites. This will help to increase the website’s authority and traffic.

Product Reviews

Try to get reviews from users on your website and 3rd party profiles like Trustpilot, Yelp, Review.io, etc. According to Google’s product review algorithm update, websites having positive and good content length reviews will rank high in the search results.

 

SEO Apps For Shopify

You can use different Shopify apps to improve your store’s SEO. Some of the highly rated and most-used apps are:

SEO Optimizer: All‑in‑one SEO: This app allows you to optimize SEO for your Shopify store. You can add Image ALT Tags, Image Size, Meta Tags, and many other things using SEO optimizer. Free and Paid Plans are available; select according to your needs.

TinyIMG SEO & Image Optimizer: Optimize your images with this app without causing harm to your marketing efforts. Free and Paid plans are available; choose wisely.

BEST Currency Converter: Add the currency converter to your Shopify store to ease the payment process for your customers. Select Free or Paid plans according to your needs.

Shopify Chat: Adding a support chat to resolve your customers’ queries can improve their user experience. This app is completely free to use.

Back In Stock: Customer Alerts: Increase your sales by setting up Back in Stock alerts. You can choose the Free or paid plans per your requirements.

Bulk Product Edit & CSV import: Edit your products in bulk with this app. Both CSV and Excel formats are supported. You can choose the plan according to your needs.

SEO Suite: Image Optimizer: Optimize SEO for your Shopify store with the help of this SEO Suite app. It’s free for use.

Instafeed ‑ Instagram Feed: This app helps you show custom insta feeds on your Shopify store. It’s lightweight, fully customizable, compatible with all themes and devices, and a fully responsive app. A free plan is available.

 

In conclusion

If you have come this far, you’ve successfully learned how to optimize your Shopify SEO. However, this article is just the beginning. Remember Shopify is on a mission to expand its reach. With that, it becomes imperative to understand the SEO implications that come with the platform.

Here’s where our expertise as a seasoned SEO agency comes in. Exceeding your business targets is the force that propels us.

With close to a decade of experience in helping hundreds of our clients rank on the first page of search results consistently, our team of SEO experts can boost your ROI 15X in the most cost-efficient way for your brand. Schedule your free discovery call here.