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Category Archives: Authority Marketing

Mobile Responsive Websites Are Critical to SEO Succes

If you think a mobile-friendly website is not that important, think again. Google recently announced that it is switching to a “mobile first” index, which means that Google will index at your mobile website as your primary site, and that will determine your search engine rankings. If you don’t have a mobile-friendly site this could have a huge negative impact on your current search engine rankings, or future rankings if you’re working on optimizing your website for search engines (SEO).

The Increasing Influence of Mobile

According to ComScore:

  • In May of 2016, mobile devices (smartphones and tablets) accounted for 60% of total digital media time spend.
  • In 2015, mobile searches exceeded desktop searches for the first time

And according to the Google study What Users Want Most from Mobile Sites Today:

  • 74 percent (of study participants) say they are likely to return to a company’s site in the future, if it is a mobile-friendly site.
  • 48 percent feel frustrated and annoyed if a company doesn’t have a mobile-friendly site.
  • 52 percent are less likely to engage with a company that has no mobile website.

But maybe you’ve heard these stats but don’t think they apply to you because your website is a business to business site? Think again. In 2015 Google partnered with Millward Brown Digital to survey 3,000 B2B decision makers about their research and purchase habits. According to the study:

  • 42 percent of researchers use a mobile device during their B2B purchasing process.
  • Search activity for those using a smartphone has intensified. Google is reporting a 3X growth in mobile queries.
  • B2B researchers are not just using mobile devices when they are out of the office; 49 percent of B2B researchers who use their mobile devices for research do so while at work.

So, whether your customers are consumers, businesses or professionals, they’re using mobile devices as a key part of the entire purchasing process—from consideration through transaction.

The Good News

While Google is currently rolling out its new index, you still have time to get your site in shape. If you haven’t redesigned your website to be mobile-friendly, the time is now. Chief Internet Marketer can evaluate your current website, recommend improvements, make your site mobile-friendly and position you to begin to build those all-important search engine rankings.

Contact us today for a comprehensive recommendation for website redesign.

Know Your Website Visitors

For many years marketers built websites, put them online and hoped that the content was relevant to potential customers. Then analytics tools evolved and we could begin to see what content was getting the most traffic, enabling us to make some intelligent assumptions and content improvements.

Today, sophisticated yet affordable marketing automation tools enable us to see who is visiting our websites and what specifically they are looking at—even if they don’t fill out a form. By understanding who visits your site and what they look at you can begin to gain insight into how to improve your website so that visitors see you as an authority in your field.

Marketing automation
See the website pages a prospect has visited.

Even more importantly, knowing what a visitor is looking at also enables the sales staff to reach out and answer questions before your competitors are even aware there is an opportunity. Advanced automation tools like notifications and email follow ups can also be employed to insure that visitors remain engaged with your company and that you are providing a customer-focused response.

You’ve spent a lot of time building a website with great content. Now, begin to systematically leverage that content to build business leads and see solid ROI.

To really understand how to leverage your website to get leads and business, contact Chief Internet Marketer for a demo of marketing automation.

Conversational Search and SEO

Any search engine optimization (SEO) specialist will tell you that it’s easier to rank for 3-4 word terms than for broad one- or two-word terms. And really, it makes sense. There are fewer searches on these terms, therefore less competition. However, it’s also been shown that click through and conversion rates are higher for multi-term searches that serve up relevant content to visitors.

There’s now a new opportunity to target search terms beyond the traditional 3-4 word search phrases. The combination of smartphones with Google Voice Search or Siri does a good job of serving up results for a spoken search query, and that is opening up a whole new opportunity for those search queries made up of 5 or more words. Now that users can just ask their phones a natural-language question…they will.

So, when thinking about top search terms to target, think about questions like “What type of doctor treats ___________”, “Who’s the best divorce lawyer in _______________?”, “Where’s the best deal on __________ near me?” Since early movers can get to the top quickly for search terms, identifying these key “questions” and getting content in place can net big returns in organic traffic to your website.

To discuss building an effective authority marketing campaign the gets results, contact Chief Internet Marketer.

Segmentation for Higher Returns

Segmenting your audience is critical in today’s highly competitive environment. No longer is one generic message adequate to get prospects to engage with you. The right message to the right person, at the right time can have big returns in increased sales and conversions.

Prospects can be segmented in many ways, but a very simple segmentation strategy could involve classifying your prospects by one or more of the following:

  • Company size
  • Title
  • Service/product of interest
  • Current services
  • Project needs

When getting started, it’s best to work with two or three segments that represent the most likely prospects for a sale. This allows you to keep thing simple as you begin to use segmentation as a strategy.

Once prospects are segmented, custom messaging for each segment should be developed. Then, marketing automation can be employed to deliver timely, custom messages to each segment depending upon how they engage with you.

To learn more, review this case study on how segmentation and marketing automation helped this roofing company increase sales.