Identify Your Target Audience

The first step to app marketing is to determine your target audience. By focusing on those most likely to use and benefit from your app, you’ll be using your marketing resources far more efficiently. When determining your target audience, think about characteristics like age, gender, income, level of education, location, and interests. User behavior is another factor to consider, as it can dictate whether you should pursue a specific audience segment.

Make Sure App Store Listings Are Optimized

App store optimization is vital to increasing visibility, as many users discover new apps while browsing respective app stores. When listing your app in Google Play stores or iOS App Stores, you must ensure that certain elements are present. These include:

• Short Descriptions
• Appropriate Titles
• Screenshots
• Videos
• Relevant Category

You must also use relevant keywords within app store titles and descriptions. Keywords make it easier for users to find your app. And when you begin ranking for certain keywords, the placement of your app within respective stores will increase.

Add an App Banner to Your Website

App banners are great additions to websites, as they entice visitors to learn more about your mobile application. Upon clicking the banner, the visitor will then be taken to the Google Play store or iOS App Store where they can conveniently download the app. Having a banner situated at the top of the browser helps increase awareness of your mobile app and makes it extremely easy to download.

Use Social Media to Spread the Word Further

App store optimization can take time before it becomes effective, which is why you must also utilize social media marketing. Sharing the launch of your app on your social media platforms ensures your followers are fully aware of what it offers. You can also share links to the app, describe the features is contains, and explain how it can benefit users.

Virtually all businesses should have a mobile app these days, and our talented designers at SonicSEO.com can help you create one. In addition to our app development services, we’ll also design a marketing strategy to get the word out on behalf of your business. Contact our team today to discuss app development and marketing strategies.

While vaccine development is definitely inspiring, rollout is likely to take months or longer. As a result, business owners will be dealing with the same challenges in 2021 as they were for most of 2020. The impact of coronavirus on the finances of consumers also makes new customer acquisition much more challenging. Here are a few steps you can take to improve your strategy in the new year.

Modify Your Marketing Approach

There’s a very good reason why many marketers have adopted a more somber, compassionate tone when appealing to consumers. The COVID-19 pandemic has changed the way people work and live, but it’s also changed what people value. Overly promotional advertising that touts the merits of your goods and services, but doesn’t acknowledge the struggles of your customers, will be ineffective. It may also turn off consumers permanently.

Highlight the ways your business is making life easier. Also, touch upon how you’re taking their health and safety into account. If you still operate a physical location, make sure customers know what you’re doing when it comes to cleaning and sanitation. You can also make an emotional appeal to consumers using unifying, sympathetic language.

Make It Easier for Consumers to Do Business with You

Many people prefer interacting with businesses online these days. Even if your physical location is still open for business, you probably have fewer customers coming in each day. Providing consumers more options will entice them to do business with you, both now and in the future.

If you provide professional services, set up online methods for payment and reservations. If you run a restaurant, offer takeout and to-go items, complete with curbside pickup. If you sell products, establish an e-commerce site so consumers can easily order goods and have them delivered to their home. Creating a mobile application is also beneficial to many businesses, as most smartphone users prefer interacting with businesses through apps as opposed to mobile websites.  

Re-Allocate Funds to Online Marketing

While it’s definitely a good thing to have a diversified marketing approach, keep in mind how the pandemic has changed the lives of consumers. Many people are now working from home, so they’re not commuting to and from a workplace each day. That renders radio ads and billboards far less effective. Print ads in newspapers and magazines also have even less of an impact than they did previously.

You can also diversify your online marketing approach to reach as many consumers as possible. In addition to your website and social media platforms, consider including email marketing in the mix. If you have special skills and knowledge related to your business, a podcast or webinar to provide can provide valuable information to consumers. The more avenues you pursue, the more people you’ll reach.

Here at SonicSEO.com, we’re very familiar with the challenges our clients have faced since the coronavirus pandemic begun. We’re always available to discuss your marketing strategy to ensure it continues to meet your needs. If you have questions, don’t hesitate to reach out to us.

Brand loyalty is a large component of business success. While you should always be cognizant of attracting new customers, you should be equally concerned with retaining those customers you already have. While the pandemic has complicated the issue, there are ways you can continue to serve your customers to the best of your ability.

Why Brand Loyalty Is on the Decline

There are many possible reasons why consumers are shying away from the businesses and brands they’ve supported in the past. Business closure is a primary reason, as shutdowns have left some consumers with no other option than to switch brands. Shut-downs occur for all sorts of reasons, a major one being that it’s cost-prohibitive for some businesses to continue operating. Others may find it impossible to continue operations while also abiding by social distancing rules.

For the businesses that have established e-commerce sites, problems interacting with website and apps can turn a customer away in an instant. Glitches, delays, and other issues turn off consumers, who expect a seamless user experience. Apps or websites that are confusing or hard to navigate are also likely to turn customers away.

How You Can Boost Brand Loyalty During the Pandemic

When problems do arise, whether it comes to technical issues or product shortages, an immediate response is necessary. Customer service is more important now than ever, and businesses must respond appropriately when faced with complaints or other issues. Additionally, businesses must make the process for getting help and assistance easily known. Offering numerous contact options, including text, phone, and email, is another essential aspect of quality customer service.

Businesses are also encouraged to remember the emotional element when it comes to customer interaction. So many people these days are fearful about the future, particularly when it comes to their health and well-being. For businesses that still operate from a physical location, proper cleaning and sanitation procedures are a must. These safety practices must also be widely known to consumers, and posting updates on websites and apps is an efficient way to inform the public.

We’re Here to Support During this Challenging Time

As a partner in your online marketing strategy, SonicSEO.com is happy to help you improve and ensure brand loyalty among your customers. If you’re website is in need of an update, or you’re interested in developing a mobile application to better serve your customers, let’s discuss your options today.

Moving your brick and mortar business online allows it to function while protective measures are in place. It also expands the reach of your business to even more consumers in your area, which will be essential in the coming months as self-isolation guidelines and regulations are lifted. Here are a few steps you can take right now to create a thriving online business.  

1. Develop Your Marketing Strategy  

Even if you already have an established customer base, it’s still recommended that you give some thought to your target audience. These are the people most in need of what your business offers and most likely to purchase your goods or services. Understanding the wants and needs of your target audience allows you to fine tune marketing efforts for the best return on investment, especially when it comes to keyword selection.  

2. Create a Website 

While you can use a DIY website builder, the quality of the finished site will be far below a professionally designed site containing all the right elements. Your site must look polished and professional, with high quality graphics and images that best exemplify your brand. Your website must also be easy to navigate so visitors can easily find products or contact information. Function is equally important. Slow load times and glitches drive customers away from your website to competitor sites.   

3. Incorporate SEO Best Practices 

Search engine optimization (SEO) involves designing websites to meet the criteria search engines use for page ranking. Websites that meet important criteria, such as proper keyword usage, posting original content, and designing page elements effectively, appear higher in search results than those that do not.  Keep in mind most web users never leave the first page of search results, which puts businesses appearing on second or subsequent pages at a serious disadvantage.  

4. Set Up Social Media Pages 

Social media platforms like Twitter, Facebook, and Instagram are indispensable to online businesses. They allow you to provide customers frequent updates on your business, including info on special discounts and deals. They also allow you to engage with followers on a deeper level and reach new customers as your posts are shared among friends and family. 

SonicSEO.com helps businesses all over the country transition from physical to online spaces. We can help you make the leap as well by providing proven SEO, web design, and internet marketing services. Contact us today to learn more or call to schedule a consultation.  

Trust is a tall order for your website to deliver because it requires:

1. External markers—like your ranking in the organic search engine results pages and user reviews—to signal to new (and existing) users that your company really can be trusted to deliver on its promises
2. Web design that inspires confidence at a glance. Although users may already be “primed” to trust your brand because of top Google rankings and/or ratings and reviews, users still need to develop that trust first-hand. And the trust-building begins with their first impression of your website, so it better be good.

So, what does that have to do with your SEO company?

Much of what it takes to develop trust depends on the performance of your SEO company. To maintain Page 1 SERP visibility and keep users clicking through your site and converting to paying clients, you have to have a fresh, current website that delivers an exceptional user experience.

SonicSEO.com monitors your website’s performance and does all the “backstage” work necessary to maintain top ranking potential. However, there are some things we cannot update, refresh or add without you telling us (because we’re SEO experts, not mind readers).

To effectively use SonicSEO.com as your internet marketing partner for better online and offline results, you need inform us and have us update your website to reflect:

Changes to your physical location and/or contact information

Few things are more frustrating to users than a click-to-call number that gets a “Sorry, this number has been changed or disconnected” message. And your website isn’t helping you get more local customers searching on mobile devices if their GPS is sending them to your old store front.

Changes in product or service offerings—including names, promotions, packages, etc.

A user that gets all the way to an e-shopping cart only to find “Product No Longer Available” is not likely going to inspire a new search on your site for something similar to what they really wanted and can’t get. They’ll bounce and check out your competitor, instead.

Changes in key company personnel

If your customers need to reach specific team members to get the service they need, then make sure the right names, images, individual contact numbers, etc. are on the website. After all, the name of a personal who doesn’t exist at the company is no better than a nameless extension in an automated phone maze.

Changes to your logo

Your website is the backbone of your online branding campaign. It should reflect your business’ branding IRL. Changing a logo or color scheme offline without doing the same online creates brand confusion. It makes the customers who want to be loyal unsure if they have the right company…and any uncertainty about your brand is reason to explore your competitors.

Your website needs to accurately reflect your personality, your unique value proposition and your integrity. Any discrepancy between your online face and your real-world operations gives rise to doubt among your existing and potential customers. And doubt kills trust, which, in turn, kills sales.

Most of the changes your website should reflect are easy to do…but why take your time to do them? SonicSEO.com provides our customers with the responsive support they need to delegate all website updates to us (because sometimes there’s back-end SEO stuff involved) at no extra charge. If your SEO company is charging by the hour, consider a switch. Contact us to schedule a free consultation. 

Sit back and enjoy your coffee while we explain what conversions are…and why you want your rate to keep going up…and how search engine optimization (SEO) can help you do that.

Website Conversion Explained

Your website is potentially your most powerful marketing tool because it:

• Establishes an exclusively-owned web property that brands you (and your products and services) and that allows Internet users to view, explore and interact with you
• Can be indexed by search engines, allowing your website to appear in organic (i.e. unpaid) Internet searches for relevant products/services
• Provides compelling information your potential customers and clients need to become actual customers and clients

This last one—the conversion from potential to real lead or customer—that’s what a website conversion is.

A conversion occurs when a website viewer completes the action you want them to take, and that varies depending on your business. Your desired viewer action may be to:

• Complete a contact form (converting a viewer to a solid lead)
• Call for service (this requires the use of a tracking number so that you know which calls were the result of website viewing)
• Complete a sale (for websites with full ecommerce capabilities)
• Download a white paper, sample or trial software, etc.

Conversion is measured as a rate—the number of website viewers that complete your desired call to action compared to the total number of website viewers. Hopefully, it is apparent that you want your conversion rate to be as high as possible because that means more leads, more sales.

How SEO Works to Increase Conversions

Search engine optimization can boost conversion rates in a number of ways. First, the primary goal for SEO—higher organic search engine rankings—can increase your conversion rate simply by increasing traffic to your website. It’s just a numbers game—you need more people landing on your website to get more people filling out your contact form, calling your business or paying for items in their online shopping carts.

Individual SEO strategies can also increase conversions because each “piece” of an SEO strategy works to build trust and create a positive user experience that “greases the wheels” of conversion. For instance:

Optimized images and page elements reduce loading speed. Fast site and page loading times increase the likelihood of users actually landing on your site rather than hitting the Back button to look for a search result that doesn’t waste their time.

Link building and review management increases the number of possible channels through which an Internet user may land on your site. While most Internet searches begin with search engines, users can also find you by consulting review sites (e.g. Yelp!, TripAdvisor, Urban Spoon, Angie’s List, etc.) and websites sponsored by professional organizations (e.g. local chambers of commerce, BBB and the host of industry-specific credentialing agencies).

Quality content makes a compelling case for why potential customers should choose your products and services over your competitors’. It provides viewers the information they need at a glance to complete your desired call to action.

Robust website analytics can help you see how viewers get to and navigate through your site so that you can continue to provide an easier, more direct path from point A (their need) to point B (your products and services).

Does Your Conversion Rate Need a Boost?

There are a number of online tools that can help you measure your website conversion rate. However, you may already know if your website is performing to its potential based on the demand for your business. If new leads or sales are slow, maybe it’s time to revamp your website for top conversion performance.

SonicSEO.com regularly reviews our clients’ website performance and makes adjustments as needed to boost and maintain conversion potential. However, if you want to change how you define a conversion, contact us to update your SEO strategy.

What Are You Paying For?

What “SEO” entails will vary by company. At SonicSEO.com, our search engine optimization services are comprehensive. We offer:

• Original website design
• Quality content creation
• Link building
• Ecommerce integration and support
• Website analytics and performance evaluation reports
• Dedicated customer service support

When you see our menu of services, you can see that it takes expertise in an array of fields, and that expertise is developed over years of experience. Our expertise is valuable as is the amount of time you can dedicate to running your business because we’re handling your website…and that’s reflected in the cost of SEO. (What’s also reflected in our SEO packages is a lower average cost of doing business, so local and out-of-state businesses benefit from rates lower than competitors outside New Mexico.)

Is It Worth It?

Every business must determine on their own if SEO is worth the investment, but considering today’s customers and clients expect everything at their fingertips, it’s difficult to imagine succeeding without a highly performing website.

To save the monthly cost of SEO service, you forfeit:

• New leads
• New sales
• New market opportunities
• Brand recognition and loyalty

Considering the potential of the leads and sales the Internet offers, SEO service is a small price to pay…but it’s only worth paying if it’s done well. At SonicSEO.com, we do SEO the right way, and our clients reap the benefits!

What We Mean by Proactive SEO

There have always been two ways to approach marketing:

1. Proactive: Dig in, do the research and find what marketing strategies will work best for your business
2. Reactive: Wait to see what your competitors do and try to do it “better”

Proactive marketing offers a number of benefits to businesses that invest the energy:

• You never to lose money during those “wait” times while your competitors are launching their marketing campaigns
• You don’t risk brand confusion because your consumers can’t distinguish between your business your competitors’
• By continually refining your company’s mission, unique value proposition and sales process, you continually streamline your operations, making everything more cost-efficient

There’s just one catch to proactive marketing—it takes energy and imagination.

What Proactive SEO Requires

In order to execute a proactive SEO campaign, you need to be on top of what the search engines are valuing in their algorithms so that you come out on top. What’s trending now? A good user experience beyond the search engine results pages, which demands:

• Fast load times
• Mobile compatibility
• Relevant quality content

When it comes to ranking content, search engines are using viewer time on page (higher is better) and bounce rates (lower is better). Plus, search engines know that web viewers do not want to pour over web pages. That means you need to deliver dense content—text that makes a point in fewer words (while making sure to incorporate relevant short- and long-tail keyword phrases).

Wow! That’s a tall order. But for clients of SonicSEO.com, your order’s up! We have always taken a proactive approach to SEO. We do our homework to identify keyword phrases that will work for you. We design your website to be attractive and easy to navigate on any platform. We create content that provides your customers with quality information in an easy-to-scan format to increase time on page and conversion rates.

If the New Year is bringing changes to your marketing goals, please contact us. We want to make sure your SEO campaign stays in-step with your day-to-day operations.

Mobile Advertising 101

Remember when mobile devices first became the “thing,” and Apple coined the phrase “There’s an app for that?” Apps are versions of proprietary web-based properties designed specifically for mobile use. In other words, they are like fully functioning websites that can be accessed without first going through the Internet. Think about it: on your mobile phone or tablet, you do not open your web browser (IE, Chrome or Safari) to check your email, your bank account or movie times. You go directly to the app. Boom! You’re there.

Because apps are independent of the Internet (you don’t have to go through a browser to use them), your Internet marketing is not appearing in them. However, apps provide another prime marketing opportunity. After all, millions of people are only using their mobile devices to access web-based content.

To get your ads to appear in mobile apps (i.e. in-app advertising), you need to go through an ad rep who works with app sponsors to secure marketing space. (Usually, this process actually entails multiple levels of reps, creating a complicated network between advertiser—you—and ad placement).

In-app advertising may be a very lucrative platform for your business, but the underdeveloped mobile advertising environment presents some challenges and risks to your business—such as brand safety.

What is Brand Safety

Simply put, brand safety refers to the safety of your brand reputation based on the context in which your ads appear. When your ads appear next to relevant, appropriate content, your brand is safe; you can expect your ads to make the impression they were intended to make because the stuff surrounding them supports your message.

Brand safety is undermined when your ads appear next to irrelevant and/or inappropriate content (sometimes called toxic content). By no fault of your own, your ads make a poor impression because viewers associate your brand with the negative headlines and/or images that appear next to it, even if there is no logical connection between your product/service and the neighboring content.

Why Brand Safety Matters

When your ad appears next to inappropriate content, increased exposure kills the ad’s performance, and with it your ROI, maybe even your brand’s reputation. Brand safety matters because your bottom line is at stake.

Currently, there are no effective filters to prevent your in-app ads from appearing next to inappropriate content (there are on conventional web pages), so maintaining brand safety is all on you (and your mobile ad rep). Until in-app filter technology more reliably prevents ads from showing up next to toxic content, you simply need to be vigilant:

• Research the mobile advertising company you choose to make sure they have a reputation for protecting their clients’ online reputations
• Read the fine print in mobile web advertising agreements to find out what their policies are for filtering and for rectifying unsatisfactory placement or performance
• Check your ads on your mobile device and have your friends and family do the same

If you notice your ads posted on a page next to content that makes a questionable impression, contact your mobile ad rep immediately to start working to take the ad down.

If mobile app advertising is a marketing platform you’d like to explore, contact SonicSEO.com. We provide online marketing consultation to help you determine if in-app advertising is a sound investment for your business. We can also provide advice for choosing a mobile ad rep to make sure your business is well served.