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Posts Tagged ‘SEO’

Why HTTPS Should Be Enabled on Your Website

Posted by advantagemarketing on May 23, 2017

What’s that extra “s” for? Well, it turns out that the “s” stands for “SSL,” which stands for Secure Sockets Layer – the technology that encrypts your connection to a website, so that hackers can’t intercept any of your data. So why should it be enabled?

It’s good for search – Every minute — no, second — Google’s algorithm requires sites to essentially battle it for top search rankings. But what happens if there’s a tie? There is a tiebreaker involved, and it’s https.

It’s better for users – SSL helps to prevent the “man-in-the-middle” attacks — “a form of eavesdropping where communication between two users is monitored and modified by an unauthorized party” — and keeps user information secure.

SSL is required for AMP – Accelerated Mobile Pages. AMP is going to play a major role in SEO in the coming months — Google is making it a priority for 2017, which implies that AMP-ready pages will have better rankings. But in order for something to be labeled as AMP, it requires SSL.

If you want your SEO to stay strong — on both desktop and mobile — and you don’t want to lose digital sales revenue, it’s easy to see why https should be enabled on your website.

Source: Hubspot

Posted in B2B marketing, Business, Marketing, Marketing Strategy | Tagged: , , , , , , , | Leave a Comment »

Tips for Building Better Content

Posted by advantagemarketing on May 2, 2017

Image Source: Content Marketing Institute

Image Source: Content Marketing Institute

Nothing will better arm your content marketing department than interaction with the people who talk directly to the audience on a daily basis. Here are four ways you can build better content by encouraging collaboration with your team.

1. Build a FAQ section

One of the most efficient ways to curate popular questions on your site is to create a FAQ section.

2. Create an on-site glossary

You can expand your list of terms using keyword research tools. This step also improves your chance to rank high for many of these terms

3. Create lead magnets

Most sales teams have various content assets being developed year after year — case studies, white papers, PowerPoint presentations, etc.

All of these documents can be powerful lead magnets. Advantage Marketing can help you create your lead magnets. Contact me at me at 908.233.6265 or to find out more.

4. Leverage buyer personas in your content

By knowing the wants, needs, and even demographic information of a customer base, content marketers can better personalize their efforts.

Source: contentmarketinginstitute

Posted in B2B marketing, content marketing, Marketing | Tagged: , , , , | Leave a Comment »

My Top 15 Marketing Tweets of 2016

Posted by advantagemarketing on December 13, 2016

Top 15 Marketing Tweets of 2016

Follow me on Twitter @LMKasprzak

At Advantage Marketing, we want to help you stay aware of the latest in marketing, so that you can grow your business. These 2016 Tweets offer timely advice and insights.

What Your Small Business Should Do To Look Like A Social Media Pro

Learning how to use a wider range of social media tools can help small businesses target prospective and existing customers on these platforms. Here are four tips to consider. Read more


How Small Businesses Can Get the Most Out Of Their Marketing Dollars

If you’ve got a small marketing budget, you have to be smart about priorities. In this post I’ll share some things I’ve learned along the way to help small businesses make the most of their small marketing budgets. Read More


How to Get Your LinkedIn Ads to Reach More Small Businesses

Do you use LinkedIn ads? In this article, you’ll discover how to reach more small- and medium-sized businesses via unique LinkedIn ad targeting. Read More


How to Use Twitter Moments for Business

Have you heard of Twitter Moments? Twitter Moments lets you combine groups of selected tweets, sharing your message in more detail. Read More


What the Evolution of Social Media Means for Marketers

It’s an exciting time to be a social media marketer, though not without challenges. Read more


5 Trends That Will Change How Companies Use Social Media In 2016

Hootsuite CEO Ryan Holmes offers a look ahead at the social trends that are fast reshaping how companies do business. Read more


Is Small Business Branding Possible? You Betcha And Here’s How

Large companies the world over have long recognized the value of creating a brand. But even a small business can benefit from the impact of having a well-honed image. Read More


How to Automate Social Media Lead Generation and Engagement

Marketing ideas are floating everywhere. However, that’s definitely not enough for a marketer when it comes to ensuring the maximum yield at minimum effort. Read more


5 Ways You Can Make the Most of LinkedIn Ads

LinkedIn is today’s business-to-business media powerhouse. So, how do you take advantage of it? Read more


Does Your Content Answer Searchers’ Questions?

How well does your online content answer questions that your audience is asking? Your ability to helpfully answer critical questions not only assists your audience, but it also helps your SEO. Read More


5 Tips To Double The ROI On Your Marketing Efforts

There’s no way around it: marketing is a time-consuming and costly business. It makes good business sense for you to look for ways to reduce marketing spending or to increase the amount you are getting back from those expenditures. Read More


Demystifying Social ROI in B2B Marketing

When it comes to attributing ROI to a top-of-funnel social media strategy, the challenge is often in having access to enough data points to correctly understand its impact on revenue. Read More


More Brains Than Budget? Steal These $0 Marketing Strategies.

Here’s what’s happening: These companies are marketing, but they’re doing it in a far more personal way. Read More


How Content Strategy and Content Marketing Are Separate But Connected

One of the things that I often discuss in workshops, and with CMI’s clients, is the distinct need for content strategy within the approach of content marketing. Read More


4 Basic Elements Of Successful Social Media Strategies

It’s a scary time, with new “grams” and “chats” popping up every month. But I’m convinced we are living in a revolutionizing era of business breakthrough akin to the land expansion of the 19th century and the Industrial Revolution. Read More

Posted in B2B marketing, Business, content marketing, Marketing, Professional service firm marketing, small business, Social media marketing, Traditional marketing, Twitter | Tagged: , , , , , , , , , , | Leave a Comment »

5 of the Biggest SEO Myths

Posted by advantagemarketing on April 22, 2015

seo-mythsSEO, also known as Search Engine Optimization, is a big deal if you want to drive traffic to your website. But, according to HubSpot, there seem to be many myths around that can undermine your optimization efforts and may even affect how your rank in major search engines such as Google.

Don’t fall prey to these SEO myths:

1. More links are better than more content

Should you invest in link building or in generating content such as blog posts or webpages? Companies too often focus on the quantity of links to their site, rather than the quality of their site’s content.  Your website’s focus should be on having relevant, quality content, so that others will want to link to it over time.

2. SEO is all about ranking

While studies have shown that most searchers prefer to click the first three search results, first-page ranking is not the prize it used to be. According to HubSpot, other studies have shown that on subsequent pages, being listed toward the top of the page gets you similar click behavior. The bottom line here? First page ranking matters less than you think. It’s more important to provide content that is useful to your readers, so that when they click through to your site, they stay and share your content.

3.  Keyword optimization is the key to SEO

While keywords have always been an important part of Internet searches, Google no longer exactly matches keywords typed into the search box to the keywords on a webpage. Instead, it searches for the intent behind the keywords used, so that it can provide relevant, high-quality content. This means that search engines won’t punish your website for not having enough exact keywords, but you will be if you overuse keywords.

4.  My homepage needs a lot of content

Your homepage is the gateway to your business. You don’t want it to be littered with content, but you also do not want to have a barren homepage with little to no information. Your homepage should describe who you are, what you do, where you are located, and what visitors should do next. Anything more than this can overwhelm users.

5.  My website doesn’t need to be mobile-friendly

Many website owners think their websites are only viewed on laptops and desktop computers. The fact is, more websites than ever are viewed on mobile devices such as tablets and smart phones. To reflect this trend, Google instituted a new algorithm on April 21, which uses the mobile-friendliness of your website as a ranking signal. Talk to your website developer. If your site is not mobile friendly, your developer should put a plan in place for fixing it right away.

Posted in brand building, Business, Internet business, Marketing, Social media marketing | Tagged: , , , , , , , , , | 2 Comments »

Dos and Don’ts of Content Marketing

Posted by advantagemarketing on September 17, 2013

content marketing

Content marketing can be more cost effective than advertising, IF you learn the Do’s and Don’ts of effective CM.

The Financial Post ran an excellent column online about the do’s and don’ts of content marketing. If you’re still unfamiliar with this type of marketing, think of it as continually providing interesting and helpful content such as FAQs, white papers, online communities, etc. to your prospects. Such content is not an overt, pushy sales pitch and can be more cost effective than traditional advertising.

According to The Content Marketing Institute (CMI), 91% of B2B Marketers and 86% of B2C marketers already use content marketing (CM) in their marketing mix. CM is meeting the needs of today’s demanding customers, according to the article. Google research finds that consumers require twice as many sources of information before making a decision today than they did just  a couple of years ago. Roper Public Affairs, a research firm, found that 80% of business decision makers prefer to get company information in a series of articles versus an advertisement, while 60% say that company content helps them make better product decisions.

The article reports that some companies such as Xerox, McDonalds, and Open Text are scoring big wins with CM. Other firms aren’t so sure their efforts are paying off. A CMI survey of 1,400 companies found that only 36% of respondents considered their CM initiatives effective.

One big difference between CM and traditional marketing tactics is that CM is NOT a quick hit. It requires an investment of time and effort, not only by the marketing team but by the experts in your firm. These folks, because of their knowledge and experience, are often your firm’s busiest professionals, even before you load them up with CM tasks.

To maximize CM’s benefits, you would be wise to heed the article’s dos and don’ts:


  • Focus on the objective – CM should be about inciting readers or viewers into doing something desirable like purchasing a product or requesting a quote.
  • Have a systematic process – Organizations should cultivate, track and engage customers through their CM journey. To drive efficiency, marketers need to ensure they are using and measuring the right metrics like leads by content, on page conversions and share ratio by content.
  • Maximize SEO – To maximize CM’s impact, companies should periodically refine their search engine optimization programs including keyword choice and site design.
  • Stress quality – Poorly crafted and executed content can detract from your CM program and brand image. CM benefits from an iterative approach that regularly explores customer preferences and tests out new creative executions.


  • Choose the technology first – Technology is an enabler not a strategy.  Get the right structure, people, and value proposition in place before choosing any CM tools.
  • Under-invest – Producing quality requires the right people and resources, as well as a creative license.  CM capabilities need to be nurtured for long-term success.
  • Ignore organizational implications – Leveraging CM requires the buy-in and collaboration of many parts of the company to unlock key knowledge.

Do you want to learn how CM can help your firm get more from its marketing investment? Or are you wondering if you’re doing content marketing right? Contact us or request a complimentary Marketing Assessment today.

Posted in B2B marketing, Business, content marketing, Management, Marketing, Marketing Trends, small business | Tagged: , , , , | Leave a Comment »

5 Marketing Trends that Matter – Part 2

Posted by advantagemarketing on July 26, 2012

In the previous post, we looked at hot marketing trend #1 – Use Stories to Cut the Clutter –  presented by expert panelists at the NJ MarComm Summer Networking Event.  Here are a two more of today’s most important marketing trends that were revealed during the discussion:

Trend #2 Winning the Moments that Matter

When my sister-in-law KK and I get together, one of us will eventually say, “I wonder about…” or, “I can’t remember where I saw it, but…” at which point she’ll say, “Wait! I’ll Google it,” and whip out her smart phone.

Traditional sales & marketing funnel

If this is what you think your company’s sales & marketing funnel looks like today – you’re wrong.

KK is a perfect example of what NJ MarCom panelist David Blair, a Google digital marketing solutions executive, described as “a monumental shift in behavior,” one in which people are increasingly online to find information and solutions. He presented these statistics:

  • One-third of media consumption is online
  • Over 1 billion searches are conducted every day
  • 72 hours of video are uploaded every minute to YouTube
  • 400% increase in mobile searches in the last year
  • 71% of web users watch online video
  • 39% of web users spend 1-5 hours watching video
  • YouTube is the #2 search engine
  • YouTube is inherently social: people share videos as well as make them

What this means, said David, is that the old way of marketing is completely obsolete. The traditional sales and marketing funnel is now twisted. There are many more touch points where you need to have a presence, engage your audience, but not constantly push your message.

People are not only looking online for information, they’re looking for insight, inspiration, empathy, and a solution. To make the web work for you, you need to connect with your audience at the right time, at the right place, and with the right message.  At Google, they call this “winning the moments that matter.” What this means is that your communication pathways have to be well thought out and you need to actively orchestrate connections across key touch points.

Trend #3: Customers Are in Control

If it’s so easy to look things up – just Google it, like KK does – what is getting lost? Retention, said David, and comprehension of what we marketers would like the audience to understand. The control is in the customers’ hands, not ours.

Listen to your customers

Listen to your customers, then create stories that lead to conversations.

Search comes first, before purchase – so, for starters, you need good search engine optimization (SEO). But you also need to look at where the communities are who are interested in your products or services. Segment these communities, look at each segment’s behavior and then put yourself in that segment’s mindset. Think about what you want community members to do with the information you’re providing. Then tell stories to start the conversation with that community.

The key here, noted David, is that organizations need to listen to the community and then start the conversation.

The Marketing Advantage Takeaway: You need to understand your customer’s buying process in depth and know where they’re getting their information. What do people need to see or read from you and when? In the Marketing Advantage post, Letting Customers Have Their Say, you’ll find tactics for starting the conversation and listening to your customers.

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Posted in B2B marketing, Business, Marketing, Marketing Trends, Professional service firm marketing, small business, Traditional marketing | Tagged: , , , , , , | 1 Comment »

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