All posts by meagan

Combining Your Content Marketing and Content Strategy

Content is at the core of your digital marketing strategy. From social media posts to blog posts, to website copy and search ads, the content is at the heart of the message you’re trying to relay to your customers. As a leading digital agency in NY and Long Island, something we’ve noticed working with companies of all sizes, is that many of them lack an understanding of the difference between a content strategy and content marketing. This is something that we want all our clients to understand because it will help us work with them to develop the optimal digital marketing strategy and most effective digital marketing campaigns. In this post, we are going to explore what exactly is content marketing and how that is then used for your overarching content strategy. We’ll also go over the steps involved to develop a content strategy and tips and techniques for content marketing.

Content Marketing

Content marketing is the act of creating the content and using it to promote your business. For instance, you might write a blog post and promote it on social media. The technique of promoting the blog post on social media would be considered content marketing because you are putting the content out there for your customers to find. This demonstrates how content marketing, specifically digital marketing, is an inbound marketing approach. Rather than passively displaying an ad on a television and hoping that customers happen to see it, when you engage in content marketing, you’re developing quality content that users will go out of their way to find. For instance, if you wrote a blog post about the top ways to nurture a lead, the goal is for people to find that content based on what they are searching for online. If someone is directing a sales team, they may search specifically for this type of content to be able top train their salespeople on effective lead nurturing.

We’ve already said that blog posts are example of content marketing, but lets look at a few other examples:

  • Social Media – This can include a well-crafted Instagram story or Facebook post. Likewise, if your leads are more professional, you may want to write a continuous flow of content for LinkedIn.
  • Videos – Videos drive the greatest engagement in today’s day and age because people’s attention spans are relatively short. By creating short 30-second videos and distributing them online, you engage in content marketing.
  • Podcasts – Like videos, podcases can drive greater engagement among those who prefer not to read long content. You can develop a podcast series and have it available online for users to listen to whenever they want to learn more about the topic you are discussing.
  • eBooks – When you have a specific area of expertise and you want to create longer-form content for your users to review and reference as needed, an eBook might be a great choice. You can make the eBooks freely available on your website or it can be subscription-based.
  • Webinars – If you want to expand on a podcast or a blog post, you might be interested in hosting a webinar for your users. A webinar is a good way to take a deeper dive into a topic of interest and drive engagement through live Q&As or panel discussions.

Content Strategy

Now that we’ve established what content marketing is and the types of content we develop for marketing purposes, it is time to take a look at what a content strategy entails. Basically, your content strategy is the planning and implementation phase that takes place after you develop your content marketing assets. Content strategy is the method that you choose to follow in order to successfully use your content marketing techniques. Here are a few examples of content strategy from a leading Long Island and New York digital marketing company:

  • Competitive Analysis – Find out who your competitors are, what they are doing well, and where there is a gap in their content marketing efforts. The core steps include identifying your competitors, choosing parameters, and tracking and sharing.
  • Style Guides – Developing a style guide is extremely helpful because this will keep everyone on your team on the same page in terms of colors, fonts, logos, voice and tone, preferred terms, standard grammatical conventions. You want to have consistency as you create all your content marketing assets and ensure that you are telling a cohesive story throughout every phase of the customer’s lifecycle.
  • Pillar Pages – When you group all your related content together, it’s a good idea to have a pillar page, or a page that gives an overview of the broad topic of interest and links to more detailed content related to each specific area. This helps Google recognize your site as an authority on a specific topic.
  • A/B Testing – After you develop a few pieces of content for your marketing campaigns, you may decide that it’s best to test out two options to find out which performs better. For instance, if you have two versions of a social media ad, you might want to run them both in one ad set to determine which performs better and then pause the underperforming ad to best utilize your resources.
  • KPIs – Without knowing how you’re measuring your content marketing campaign. Set quantitative benchmarks so that you can objectively determine if your strategy is successful. For instance, you might want to hit 10,000 Facebook likes by the end of your campaign. One of the best ways to develop your KPIs is to think of SMART goals.
    • Specific
    • Measurable
    • Achievable
    • Relevant
    • Time-sensitive

Think about all these things as you develop your goals for your content marketing campaign, and you can set yourself up for a better chance at success.

Skyrush Has Content Marketing Experts

Skyrush Marketing, your Long Island digital marketing company, can work with your team to develop he content marketing assets you need along with he strategy necessary to make the biggest impact on sales. Our team of digital marketing experts and copywriters work together to develop the quality content you need to get users to become more interested in what your brand has to offer and drive conversions. Contact Skyrush Marketing today for a free consultation.

 

 

Long Island Digital Marketing: Remarketing vs. Retargeting

When you reach out to potential customers for the first time, they often won’t convert. They need to be exposed to your ads and website multiple times to learn more about your company, what you offer, and how your product or service will help them. Because of this, many businesses find ways to market to the people who have already been exposed to your brand. For instance, if someone comes to your company website and then leaves without making a purchase, you’ll want to reach out to the person again. By increasing the frequency at which potential customers see your brand, you increase the conversion rate.

If you’re already familiar with this marketing strategy, you may have heard the terms “remarketing” and/or “retargeting”. People often use these terms interchangeably, but in fact, they are different digital marketing tactics. In this post, we are going to discuss the differences between remarketing and retargeting. In addition, we’ll cover the optimal situations for using each strategy.

Retargeting

When we refer to retargeting, the focus is mainly on serving ads to customers based on how they behaved on your website. At Skyrush Marketing, we employ retargeting techniques through the Google Display and Google Search networks. Basically, what happens is this – the person visits your website and starts browsing the different products but doesn’t make a purchase. A tag is placed on the website which captures this user’s information and serves ads to them on other sites they visit.

The image below shows a sample display ad that used retargeting.

As a digital marketer, I often explore different marketing tools, and when I started working at Skyrush I visited the semrush website to learn more about what this tool has to offer. As I was doing research for another client, a university, I visited a higher education news site and on the top, I was presented with a display ad for semrush. This tactic ended up being useful because after seeing the ad, I approached one of my coworkers to find out how to get started with this tool. By seeing this ad, I encouraged our team to upgrade our subscription to semrush. If someone saw this ad for the first time and didn’t know what semrush was, then it probably wouldn’t be as effective as it was in this situation.

In addition to this example, there are seven different types of retargeting, according to Chango.

As you can see, this graphic is split into retargeting off-site events and retargeting on-site events. Off-site events are more of a prospecting tool, while on-site events are primarily a re-engagement and upsell tool. Search applies to both retargeting off-site events (i.e. paid search) and on-site events, while the other six types of effective retargeting are divided between off-site and on-site events.

While retargeting has a major benefit of increasing ROI, it is not without challenges. For instance, when you are trying to attribute performance across different channels, it can be nearly impossible. If someone sees a display ad, but doesn’t click on it, you wouldn’t attribute a specific sale to that ad, but what if the ad increased awareness and inevitably drove the user to make a purchase, it should get credit for that sale. Another challenge of retargeting is getting a big enough list to use. You need to develop a list of users who visit your site, search for your brand, or subscribe to emails in order to make the most of retargeting. This requires a high-volume list, which may take small businesses a while to generate.

Overall, we can see that retargeting has a lot of potential to improve ROI, especially if marketers are aware of the challenges they may face and come up with ways to overcome them.

 

Now that we’ve covered retargeting, you may think that this is what you thought remarketing was. However, below, I’ll go over remarketing and how it is different from retargeting.

Remarketing

Remarketing is actually different from retargeting. Specifically, when you think of remarketing, you should think of re-engagement. The main focus is re-engaging customers through email campaigns. The best example of this is the shopping cart abandonment email – a user is on your site and puts one or more items into their shopping cart, but then leaves the site before making a purchase. This can also be involved in upselling after a user makes a purchase. Think of Amazon. I’m sure most people get the emails from Amazon with personalized suggestions based on past purchases. See the example below:

 

I was searching for one of our clients’ products on Amazon and then based on my activity, I received this email, suggesting that I purchase the item. In addition, I started getting emails with other suggestions based on what I was searching for.

 

This is a great way to re-engage with customers or potential customers based on their specific activity. Sometimes, you’ll see examples of coupons that get sent via email, offering free shipping or a discount on the order that you started. These are all examples of remarketing, and like retargeting, this tactic increases ROI.

 

 

 

 

 

 

Why You Need Both

You don’t need to choose one or the other – it is important to incorporate both retargeting and remarketing tactics in your digital marketing strategy. Like we said, it depends on the specific situation that you are dealing with and determining how the two different tactics can complement each other. You might start by using retargeting tactics, and then as users get closer to making a purchase (i.e. adding products to their cart), you hit them with remarketing emails. It’s all about balance and figuring out when to leverage one tactic over the other. At Skyrush Marketing, your Long Island digital agency, we understand the nuances of retargeting and remarketing. We work as a digital marketing team to develop a balance of retargeting and remarketing efforts and we monitor all campaigns daily to ensure that the strategy is appropriate. Learn more about how Skyrush Marketing, a digital marketing company NYC can develop your retargeting or remarketing strategy.

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What is the difference between SEO and PPC on Long Island?

Back in the day if you had issues with your plumbing, you were stuck with two options: Crack open the yellow pages and search for a plumber or go with whoever is well recommended. Search engines are modern yellow pages. The first couple of listings are paid for by the highest bidders and the rest are free. So why would you spend money on a listing if you could just make one for free? Well, when we consider the pros and cons of both tactics, we see that the optimal solution often combines a fine balance. With the hundreds of thousands of listings like yours, the only way to get on top of that list is to gain credibility. That’s why it is so important for companies to research digital marketing services in New York and Long Island, to find the best fit for their brand.

Search Engine Optimization (SEO)

Customers have no time to go through multiple pages just to find what they’re looking for. They assume that Google is serving them the best answers right off the bat. And without paying top dollar to be on top of the list, you must show search engines that your ad deserves to be high up on the search results. SEO takes time and effort. A lot of it. And since Google’s algorithm is constantly changing, keeping up could be a challenge. So how does one rank to be deemed “worthy” by Google and show up on top of their search results? If your website provides visitors great user experience, then customers will not only stay on it but will keep coming back for more. Let’s look at the two main pillars of SEO and how they are essential in the ranking of your website.

 

 On-Site SEO                                                                                                                          

  • Metadata – properly labeling your pages give search engines and users more information on what the page is about. Putting your keywords in your title tags helps boost your click-through rates. It is also important to make sure that you have the right number of characters in your meta-tags because if your titles and descriptions are too long or too short, that can count against you in terms of SEO.
  • Page URLs – shorter URLs and using your target keywords in your URLs increases your chances of ranking.
  • Page Speed – according to Google, a load time of 1 to 3 seconds increases bounce rates up to 32%. Loading time is crucial and it plays a big part in a visitor’s user experience. At Skyrush Marketing, we consistently check our clients’ websites’ page speeds. If the load time is too long, we work to optimize the site. One example of this is compressing images.
  • Content – if your website has no content then what is there to rank? And having the exact information in which visitors are searching for brings up your ranking in search results. It is important to value both quality and quantity when it comes to the content on your page. If you have all images and little to no text, this will hurt Google ranking.
  • Cross-Linking – this is a valuable way to optimize for search. Linking to other pages of your site gives search engines more content to trace and the keywords associated with them. For instance, when Skyrush wrote new web content for one of our clients, a leading medical facility, we focused on linking services such as spine surgery to other pages related to the spine, such as informative blog posts or FAQs.

 Off-Site SEO

  • Backlinks – search engines find new webpages by following backlinks from existing webpages. Being part of reputable directories is a great way to add authority to your online presence.
  • Social Media – posting content constantly is a great way to engage more with your audience. Creating a plan and sticking to it will also impact how often your content shows up in your audience’s social feeds.
  • Shareable Content – blog posts and articles that can be shared as guest posts or on common blogging platforms such as WordPress and Blogger.
  • Influencers – influencers can connect with your audiences as trusted peers. Finding the right influencers who are authentic and trusted can transform your audience into loyal customers. Skyrush Marketing has long-lasting relationships with influencers in a variety of fields such as technology, medical, and automotive.

Pay-Per-Click (PPC)                                                           

Pay-per-click advertising is your first-class ticket to the top of the search engine results. But just like overpriced airplane tickets, you are going to have to be willing to pay top dollar every time somebody clicks on your ad. Note that Google’s number 1 priority is the searcher and it is their job to serve the right information that people are looking for. Credibility and proper optimization will always be a factor when trying to make it up on the search results. Going back to what we were talking about earlier. If you were going to put out an ad in the yellow pages back in the day, then you should be qualified to deliver quality service. Being well-recommended and advertising your services at the same time is a great balance when it comes to the success of your business. That pretty much goes the same for SEO and PPC. A well-optimized website is a great foundation for PPC.

There’s a lot that goes into paid search. The very first thing you need to figure out before giving Google your money is what is your goal? Is it to promote awareness, gain leads or sell more products? Having clear goals will make your success easier to measure. From there, you can come up with an appropriate budget to spend.

At Skyrush Marketing, your Long Island digital agency, our team of marketing experts specializes in both SEO and PPC. With the perfect blend of SEO and PPC, our digital marketing team on Long Island can help you achieve each one of your business goals while heavily impacting your company’s online presence.

Contact Skyrush Marketing for your free consultation.

 

 

 

Marketing vs. Advertising

When a company reaches out to Skyrush Marketing, many times they ask us about “advertising.” However, advertising is just one piece of the marketing puzzle and it’s a common misconception that the two are interchangeable. In fact, marketing and advertising are two different terms with different meanings. Because we get this question a lot, we decided to write this post on the difference between marketing and advertising to offer businesses the opportunity to learn more about the services needed to promote their brand. To start, we want to cover the basics – advertising is a subset of marketing. Once you understand that, it is much easier to comprehend the nuanced differences in terms of logistics and costs. The following sections will provide overviews of marketing and advertising.

What is Marketing?

Miriam-Webster Dictionary defines the word marketing as “the process or technique of promoting, selling, and distributing a product or service.” But isn’t that pretty much the same as advertising? Well, yes and no.  Advertising is putting out an ad to promote something you sell like homemade lemonade while marketing is everything leading up to that ad, including handing out free samples at the grocery store on a sunny afternoon. There’s lot more that goes into running a successful business than just having a quality product. This is where marketing comes in….to define questions like: Who is your target market? What are their needs and how does your product or service address those needs? How do you want to drive traffic? You may have a wide audience ranging from 18 years of age all the way through 65. And marketing means effectively getting your message across to each customer.

Advertising: A subset of marketing

Advertising is one of the many components that make up a brand’s marketing plan. Unlike marketing, advertising is a one-way form of communication and is usually served in front of a broader audience. This kind of advertising can be communicated through a variety of channels such as broadcast, print, native, social media and many more. Part of your marketing strategy is figuring out which channel works best to catch the attention of your target audience and this is where technology comes into play. The evolution of digital marketing has helped so many brands pinpoint the best tactics to match targeted consumer behavior and drive results.

 

 Marketing vs. Advertising

 

As we said, advertising is one component of marketing, but there are others too. Check out the figure to the right for the multiple tactics that make up a comprehensive marketing strategy.

 

 

Skyrush Helps You Get the Best of Both

At Skyrush, we understand that a big part of marketing is advertising, which is why we often emphasis digital ads for our clients. However, we also want to stress that there are many more components needed to development, create and implement your digital marketing strategy. Skyrush provides a range of digital marketing services to make up a holistic approach and make sure your brand is well marketed. For instance, our web team works closely with our development specialists to ensure that our clients’ websites are built on sound architecture and are mobile-responsive and our SEO experts chime in to make sure the sites are fully optimized for organic search. Likewise, our team of content marketers create their unique content that gets added to the mix to enhance websites and advertisements. If you’re interested in learning more about how Skyrush Marketing, your New York Digital Marketing Company, can help you grow your brand, contact us for a free consultation.

Healthcare SEO

When you have the flu and you need to find a new doctor who can take you right away, what do you do? Many people will begin by searching on the computer or their smartphone and the most popular place to start is Google. A simple query like “urgent care near me” or “primary care physician in…” can yield tons of results on Google, but for the most part, people won’t look past the first page.

So, if you’re a healthcare provider, ranking high on Google should be a priority if you want to increase your website traffic and number of new patients. This is why SEO (search engine optimization) is going to be one of your most important tools when it comes to digital marketing. In this post, we will go over some of the best tactics for healthcare SEO, so that you can start moving up the SERP and appeal to more potential patients. It’s important to remember that SEO is a continuous process and will require a long-term commitment to ensure consistent results, but by following these tips, you can get started and then work to build out a long-term SEO strategy for your healthcare facility.

Top 3 Tips for Healthcare SEO

 

  1. Choose Keywords Wisely: Think about how people are searching on Google. In today’s day and age, most internet users don’t type complete thoughts into Google. Instead, they search how they talk, meaning they may ask questions or use location modifiers like “near me”. Be sure to do your research about which keywords your competitors are ranking for and also determine which keywords generate the greatest search volume. There are some excellent tools for conducting keywords research, including Google’s Keyword Planner, SEMrush, and Answer the public. Google’s Keyword tool and SEMrush will tell you the search volume and competitive ranking of different keywords. They will also give you keyword suggestions. SEMrush is also great because you can conduct a competitive analysis, comparing your keywords and their rankings to those of your top competitors.

 

  1. Optimize Your Meta-tags: The keywords that you focus on for your specific healthcare facility should be present throughout the content you create for your website and other platforms. In addition, the keywords should be in your title-tags and meta-descriptions. The title-tag and meta-description are what users see when they search on Google. For instance, if I conduct the same search, “urgent care near me,” I can see that each result has a title-tag and meta-description.

When you are creating your titles and descriptions, it is crucial to keep in mind the character limits. Titles should typically 65 characters or fewer. Descriptions should be under 150 characters. However, you want to make sure that your titles and descriptions are long enough to convey the important information. In the example above, the title is exactly long enough o fully display and the description is fairly comprehensive. In the example below, the title gets cut off and the description isn’t unique for search engines. Rather, it is just pulling the first 150 characters from the page.

These might seem like small details, but they really make a different to the user in terms of experience and ease of acquiring the information they need.

 

  1. Create Unique Content: You need to post content regularly to promote your website. There are multiple platforms for promoting content including a blog, ebook, and social media. When you are developing content, you want to make sure that you’re writing about topics that users are actually searching. This means you need to do some research, similar to when you were searching for keywords. You can use SEMrush and Answer the public to get ideas for content, including questions that people ask and trending topics.

 

If you have a blog, you should be posting at least twice per month in order to reap the benefits of the content. In addition, share your posts on social media platforms like Facebook and Twitter. The most important thing is to make sure your content is original. If you copy the same material from another website, you’ll actually hurt your SEO efforts. Therefore, it is important to have a team of content marketing specialists and copywriters to keep the original content flowing.

Get Started with Healthcare SEO

If you’re ready to get started with SEO for your healthcare facility, take the points from the post above and set up a short-term plan. If you want a team of SEO experts to get the long-term plan in place and deliver results consistently, contact Skyrush Marketing for a free consultation. Skyrush Marketing is a digital marketing company serving New York and Long Island.

 

Native Marketing 101

Do you sometimes notice ads trying to casually sneak into your social media feeds? That’s because consumer preferences have changed when it comes to consuming online content. Digital Marketing has also evolved and marketers have been using a marketing strategy called Native Advertising. Nowadays, it’s pretty hard to differentiate between ads and original website content. Some may look at this as a good thing but is it? Are these businesses trying to mislead their consumers into buying their products without them knowing? Who is protecting consumers from being misled into consuming paid advertisements? Let’s break it down and learn more about Native Advertising.

 

What is Native Advertising?

 

Native Advertising is a seamless way for brands to get their message across without disrupting the user’s online experience. Flashy banners and pop up ads can sometimes be annoying and consumers have trained themselves to ignore some of these types of ads. Some have even resorted to using programs like adblockers to avoid disruptions. These ads are well integrated and fit into the look and feel of whichever website, program or app you are using.

 

Benefits of Native Advertising

 

One big thing that Ads need to combat is Ad Fatigue. This is when an audience becomes too familiar with certain ads and eventually stop engaging with them. While the average display ad can get old and users lose interest, native ads have overcome this challenge. Brands are starting to create paid advertisements that mimic the content their customers are already engaging with. This strategy leads to increased click-through rates and conversions.

 

Cracking Down on Advertisers

 

To regulate the use of Native Ads, The Federal Trade Commission provides Native Advertising Guidelines for Businesses to protect consumers from being misled. Advertisers are required to disclose when content is sponsored or paid for to help consumers know when they are viewing ads. So how does one spot a native ad? Let’s list down the different types of native ads and see their different distinguishing features.

 

Types of Native Ads & Examples

 

In-Feed Units

 

All these ads that you see labeled as sponsored are in-feed units. You can mostly see these paid ads as you scroll through your social media feed or your favorite publisher site like Entreprenuer.com. These ads are strategically placed to be inline with the content you are currently viewing.

 

 

Paid Search Units

 

Paid Search Units are usually seen on search engine results pages. Businesses bid for the top spots and are made to look like organic search results.

 

 

 

Recommended Widgets

 

Recommended Widgets are ads usually placed on the side of a webpage or at the bottom of an article. This ‘“recommended” content is paid for and is also similar to the content you are viewing.

 

 

Promoted Listings

 

Similar to Paid Search Units, Promoted listing are listings that are paid for by businesses placed on top of and are made to look like organic search results.

 

 

 

In-Ad with Native Element Units

 

These types of native ads are contextually relevant to the website you are on and are designed to look like the content you are consuming.

 

 

It’s safe to say that all the different types of native ads we shared have one noticeable similarity. All native ads are strategically placed within the media they are in and are designed to seamlessly flow with the user experience. And the only way to spot a native ad is if it is labeled as sponsored, recommended or ad. Unlike disruptive ads, consumers don’t mind native ads. Consumers have a better chance of engaging with native ads since these ads are related to the content they follow.

 

Skyrush Marketing’s Expertise in Native Advertising

 

At Skyrush Marketing, our team of experts specializes in native marketing. We understand what it takes to create an effective native ad that not only blends well with the user experience but also engages with your target audiences. Our highly competitive digital marketing tools and strategies ensure the growth of your brand’s online presence.

 

 Contact us today for your free consultation