Richard Harris Presenting At Lunar Logic Workshop

Workshop Recap - Mini Quiches & Digital Marketing

Yesterday we kicked off our Digital Marketing workshop, and it was a blast! Special thanks to all those who attended. For those who weren’t able to make it (and missed out on our awesome mini-quiches), we’ve assembled a quick summary of the presentation.

SEO Word Bubble

What Is SEO?

SEO stands for Search Engine Optimization. This is the practice of optimizing your online presence to make it as easy as possible for people to find your business on the internet.SEO takes time—in the words or our lead analyst, "SEO is a marathon, not a sprint—but the ROI is always worth it. Because there are no shortcuts, you should expect SEO efforts to take five to seven months to show results. However, once those results show, you’ll be on your way to becoming a leader in your industry. SEO can take your business from the fringes of the internet, to the first thing customers see after a Google search.

Why You NEED Local Search

Becoming a global industry leader is HARD, and there’s no way around that. However, becoming a local leader is a goal that is within the reach of any business. 50% of consumers who use smartphone to do a local search will visit a local store within a day, and 36% of those consumers will make a purchase. To reap the benefits of local search, you’re going to need to build credibility.
Build Credibility By -
  • Verifying your business on Google, Bing, and Apple Maps.
  • Updating your business pages with correct information and great photos.
  • Getting lots of (hopefully positive) reviews.

Digital Marketing Strategy Logic Infographic

Paid Search - The Core Of Your Campaigns

Paid search is a method of placing online advertisements on web pages that show results from search engine queries. You may have heard of them by the name of PPC, CPC, SEM or AdWords. The great thing about paid search ads, is that you only pay when your ad is clicked. This is particularly great for businesses that have a niche market and wouldn’t achieve a good ROI in advertising to a mass audience. These ads are highly targeted, giving you control of keywords, location, age, gender, interest, time of day, day of week, etc. You get fast & measurable data to improve your digital marketing strategy every day.

Digital Marketing Statistics

Social Media

Social media is relevant, fast, and gets information out quickly. If your business isn’t taking advantage of social media, the competition is going to be scooping up huge portions of your target audience. To get your piece of the pie, you’re going to need to find out what social media platform is right for your business. Here’s a rundown:

Facebook Instagram
  • 500 Million active users, and growing fast
  • 90% of users are younger than 35
  • Focuses on visual businesses, rather than pragmatic or reactive businesses
  • More than 2 billion searches every month
  • Only social media platform that takes users to another site
  • Perfect for online shoppers
  • Recently updated to be more localized and to tailor itself to the user’s interest
  • 476 Million users
  • More than two members join every second
  • Largest professional network
  • Essential for connecting to professionals and businesses
  • Blogs are an effective marketing tool because they bring new users to your site
  • Advertising can target an industry, job role and other audiences
  • 317 Million Active Users
  • 18-29 Common Age Demographic
  • A great way to interact with other businesses and the press
  • A great avenue for fast customer service. Just tweet the business!

7 Things To Take Away

  1. Update all pages with relevant business info and profile images
  2. Post relevant, engaging, creative content—not only about your brand, but about the industry as a whole
  3. Host a contest for page Likes and Follows
  4. Get your Hashtag on!
  5. Post frequently, but don’t overdo it
  6. Engage with others, so they will become advocates and engage with you
  7. Be patient

Got all that? Probably not, and that’s okay! It’s going to take trial and error, research and time to become a digital marketing expert. Mastering digital marketing will improve your business performance by leaps and bounds, but not everyone has the option to hire a team of experts. The team at Lunar Logic wants everyone to be successful in their digital marketing efforts. Drop us a line if in you run into trouble, and we’ll be glad to answer any of your questions. Follow us on [1] or [2] to stay up to date with the world of digital marketing.

Q & A

How can I get more data from my ad campaigns?
Getting your ad campaigns set up is just one part of digital marketing. It’s essential to track conversions on your website, and really paint a picture of how people interact with your brand online. Facebook Pixel and |Google Analytics are great for tracking this data.

How many words should be in a blog/article for optimal SEO?
We try to aim for ~1800 words in our content. Google’s algorithm is starting to favor long-form content. However, SEO is a culmination of variables. Quality and quantity are both needed to have successful content.

How can my business capture viral content?
The good thing about viral content is that it provides an amazing, unforeseen boost in reach, engagement and brand awareness. Viral content can easily out-compete MONTHS of regular content. Be aware, however, that viral content is usually lightning in a bottle. Some businesses shape their model around building viral content, but it’s very difficult. To be viral, your content has to have the perfect storm of being original, captivating, relevant, compelling, and lucky enough to be in the right place at the right time.

Where do images and videos come in with SEO?
Luckily for you, most businesses suck at media based SEO. Google is pouring a bunch of resources into image and video recognition, but the technology isn’t quite there yet. Google’s media SEO is still very much text based, so using your alt-tags, title tags and closed captions will boost your media in regard to SEO in Google Images and Google Video searches. Most businesses don’t bother doing this, and it takes just a few seconds.
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