Optimise Old Content for SEO

The key to SEO is understanding what Google wants. And the key to understanding what Google wants is knowing the search intention of users. As with all aspects of your website, when it comes to your content, you should review it regularly as part of your SEO audit – at least once a quarter is recommended. In this article, you’ll learn about on-site SEO. This is a crucial aspect of your SEO strategy as it is the part over which you have full control. And one of the first things to check is your existing content.

So, let’s start unpacking how to make the most of your on-site SEO.

Understand what Google wants 

Google is powered by sophisticated algorithms designed to deliver the most relevant and valuable pages in response to search terms. One of the challenges of optimising your web pages is that Google doesn’t provide much information about how it determines rankings. And as those algorithms are updated or amended thousands of times a year, any such information would be pretty useless anyway.

Fortunately, SEO specialists have been able to identify some of the major factors that influence how your pages rank.

As Google algorithms become ever more complex, they try to replicate users when crawling with a focus on what is known as EAT (Expertise, Authority and Trustworthiness).

Let’s take a look at each of these in order as they should form the fundamental basis for your on-site SEO.

Expertise

Experts know what they’re talking about. So, one of the ways in which Google tries to identify how much of an expert you are is by determining who wrote your article and what they know on the subject.

Author profiles are becoming increasingly valuable as they allow web crawlers to identify who wrote an article and then take a look at their entire online presence to assess their level of expertise. 

Adding an author profile to your existing content can give it authority and make it rank higher. And remember, you don’t have to attribute it to the actual author. Sure, if you have an expert blogger writing for you who specialises in your niche, it makes sense to include their profile.

But it may be that your CEO has a large following on LinkedIn and posts industry-specific content regularly. This will position them as an expert in the eyes of Google and help your blog page rank higher. 

You will also get the benefit that when people share the post or repost other LinkedIn content written by your CEO, this feeds into building and enhancing their status and further improving your SEO.

Authority

When other experts are citing your content, you move from mere expert into the realms of authority. The same goes for non-experts sharing your work. Each time somebody quotes your content or adds a link to it from their own site, your authority is recognised. 

So, authority comes, not just from being an expert in your subject matter, but from being able to convey it to your audience. 

There are very few quick wins when building authority – particularly when talking about old content. But one thing you can do is check it for accuracy. Are the stats you used still relevant? Have any experts that you cited lost credibility or fallen foul of cancel culture? Is the content still relevant or have things moved on?

If it is no longer useful content, delete it. If it needs a few tweaks to make it relevant, edit it. If it requires an additional paragraph or two to reflect changes, prioritise writing and adding them.

Trustworthiness

Put yourself in your customer’s shoes and think about what you look for when determining trustworthiness. 

Things to look out for include:

  • A physical address linked to your website
  • A clear way of contacting your business
  • Ensuring your domain is secure (security is very important to Google)
  • A privacy policy that is clearly displayed (often in the footer)
  • A clear refunds and returns policy if applicable
  • Evidence of adherence to any regulatory schemes
  • Awards or recognitions from recognised independent verification schemes

By amending your existing content to fit these suggestions you can start to build a reputation for expertise, authority and trustworthiness.

One thing to keep in mind is that the days of adapting or adding content to your site and hitting page one of Google overnight are long behind us. Google values quality as it has its own reputation as the number one search engine to uphold and these days consistency and patience are key.

A strong title and meta description are key

A page title is the line of text (usually in blue) that you see when search engine results are returned. The meta description is what comes below the page title and gives a little more information on what the page is all about.

Google doesn’t index websites, it indexes web pages. Each page needs a unique title and description – and both need to be relevant to the content. This is something Google will search fort when crawling your site, but it is also part of providing value to users. 

When a user clicks on pages that are not relevant to their search term, they go back to their results and try a different site. The obvious assumption for the algorithms to make is that your page was of no value and this will harm your SEO. It will also be detrimental in your quest to build a reputation for expertise, authority and trustworthiness.

Make them engaging

Page titles and meta descriptions must be engaging. This is what will show up in search results and will often be the first impression of your site and your business for potential new clients.

Both are key to your click through rate (CTR). Think of them as a headline and tagline. Whether you compare them with traditional newspaper adverts or modern click bait, the principle is the same. The headline must grab your readers’ attention and the meta description must tell them that your page is the solution they are searching for.

If you haven’t written your own page title and description, Google will write one for you based on its reading of the page content. This might sound like a great idea but, in truth, it will almost certainly be uninspiring. And it may not even be relevant to what you think your page is all about.

How to write an effective page title and meta description

When it comes to writing your title and meta description there are a few SEO techniques to consider. But before we come on to those, it’s important that you spend time thinking about who this particular page of your website is targeted at and what problem it solves.

Firstly, as we’re dealing here with existing pages on your site, check out the current page title and description. 

  • Is it clear what the page is all about?
  • Is it inspiring?
  • Does it tap into an emotion?
  • Does it include keywords?
  • Is there a clear call to action (CTA)?
  • Is the text truncated or cut off?
  • Would you click this link?

When you come to updating your meta descriptions, think about your USP. What makes your page better than those of your competitors? What are the pain points for people using search terms that will land them on your page?

Meaningful descriptions that target an emotional response make strong titles and meta descriptions.

How long should a page title and meta description be?

But writing your title and description are just the start. The next thing is to make them the right length. As a rule, your title should be a maximum of 70 characters for a desktop device and 60 characters for a mobile device. This is just a guide as the size is based on pixels rather than number of characters. The easiest way to find out if your title fits the limit is to carry out your own search on both types of device.

Your meta description should be a minimum of 70 characters regardless of device. The maximum for a PC or laptop is 155 characters and for a mobile device it is 130. If it is too long, you must shorten it. Neither Google nor users are fans of incomplete descriptions so it will adversely affect your click through rate if you don’t.

SEO for page titles and meta descriptions

The trick is to edit your page title and meta description and condense them to fit the character limit. Every character must earn its place. Be sure to apply the other SEO principles too:

  • Go for a maximum of two sentences in your description
  • Target a pain point
  • Try to stir an emotion in the reader
  • Use the keyword towards the beginning of the description
  • Make the title and description relevant to the content

Examples of words to use that will grab the eye are:

  • Learn
  • Discover
  • Solve
  • Proven
  • Exclusive
  • Save

Keyword research

Keyword research begins with your own knowledge of your target market. In its most basic form it is writing down the types of words and phrases your users might enter into a search engine.

Now, enter those keywords into a keyword search tool like Google Keyword Planner. The planner will tell you how many searches are made per month for those search terms. It will also suggest similar search terms and show you how often they are searched for. 

Sometimes, ranking higher in search engine results is as simple as tweaking your keywords.

One of the problems this research might throw up is that you are using popular keywords but not gaining any traction. Often that is simply down to the fact that the biggest names have cornered the market for the most popular search terms. 

Search for pretty much any item and it’s available on Amazon. And surprise, surprise, you’re going to struggle to compete with them.

Use long tail keywords

Long tail keywords are phrases rather than just words. They are more specific and have a much lower search rate – but that can be to your advantage. 

For example, as a local plumber, you’re unlikely to rank very highly for search terms such as ‘plumber’ or ‘plumbing services’. But do you want to? These are broad search terms that could be anything from vague interest to someone doing a school project.

A long tail keyword like ‘24/7 plumber in London’ will have far fewer searches but anyone entering that search term into Google is more likely to be a prospective client. And this is a search term you would have a much better chance of ranking highly for.

Keyword research takes time

This is the crux of the matter. Time is the one thing many business leaders don’t have but it is integral to getting your keyword strategy spot on. 

The problem is that what you think you should be ranking highly for and what your target users are actually searching for are not always the same thing. To refer back to what we said at the beginning of the article, is understanding the search intentions of your users. You can only find out the best search terms by regularly reviewing your own stats and the websites of your top performing competitors.

The key is to identify the search terms that are most relevant to your product or service and then organically spread them throughout your content in the most strategic places:

  • Meta description
  • H1 heading
  • Some H2 and H3 headings
  • The top of the page
  • The bottom of the page

It’s what is known as ‘inbound marketing’ – that is identifying the queries that are coming in and responding to them rather than putting out content that appeals to you and hoping your target audience finds it.

Conclusion

On-site SEO is something you are in control of and strangely, this can lead to it being viewed as the simpler side of SEO. Business leaders who invest in off-site SEO have been known to try cutting costs by investing neither time nor money in on-site SEO. But the two are not mutually exclusive. Off-site SEO will fail if it is not complemented by those aspects which are in your control.

And both are an ongoing concern. Google is constantly looking to enhance its service and your SEO strategy must keep up with it.

About the company

Lucdigi offers complete digital marketing and SEO services to companies all around the world. We take time to understand your goals and research your market before getting to work on an SEO strategy bespoke crafted to your needs. 

We combine off-site and on-site SEO that work in synergy. And we provide the consistency of content and social media presence that helps you achieve what Google is looking for on every page of your site – expertise, authority and trustworthiness.

What Are the B2B Marketing Trends for 2022?

Most B2B organizations dedicate only 5% of their overall company budget to marketing. As more marketing trends emerge in 2022, your business will need to know what they are.

You also need to understand these trends before making them a part of your current marketing strategy.

Below we’ve created a marketing guide to fill you in on what’s to come this year and how it will change the marketing landscape for the better.

What Might Happen in 2022?

Several things might happen in 2022 that you’re going to want to know about. The first is more use of CRM platforms.

The customer experience is becoming more important. This is because consumers are focused on how your business treats them leading up to them making a purchase.

40% of the data your company collects this marketing quarter will directly correlate to the customer experience.

Another trend that will emerge is creating customer-centered marketing plans. These marketing plans will dive deeper into collecting customer information to customize their experience.

We’ll detail more on that topic later on.

The trend of personalization isn’t just for your customers; it’s also for your brand. You need to have a unique voice that helps you maintain your competitive advantage over others in your industry.

How Is the Digital Marketing Landscape Changing?

As we’ve stated before, with the emergence of several trends, the way we view marketing is changing forever. It’s essential to stay on top of these changes; otherwise, you’ll be overtaken by companies that are implementing them. 

If you’re unsure how to use the digital marketing space to your advantage, we recommend outsourcing this part of your business. Don’t forget to review the pricing in-depth and gain a deeper understanding of the features offered to you.

Personalization and Customization

There’s something about receiving an email with your name on it that makes you feel seen by the company you’re purchasing from. Personalization is a trend that has gained popularity recently because it’s a part of the customer experience, which we mentioned earlier is vital to people.

You can use several emerging customization tools to help you achieve optimal personalization.

Artificial Intelligence and Automation

Artificial intelligence is on the rise because of its benefits to businesses. For example, when your business is closed, who will be there to answer the questions potential customers have?

When using AI, you can employ a chatbot available around the clock for customers to use. The chatbot will offer answers to people’s immediate questions instead of forcing them to wait for your business to open the next day.

The future of digital marketing trends is expanding, and we’re here to keep you updated. Whether you’re looking for ways to personalize your content or want to use artificial intelligence, you’re on the right track.

Does the idea of digital marketing stop you in your tracks? Stop what you’re doing and contact us; while you’re waiting to move forward, check out some of the things our former clients have said about the work we do.

Inbound vs Outbound Marketing for B2B

One of the most important questions for marketing managers in recent years has been whether inbound or outbound B2B marketing is more effective. In this article, we will examine the key points of each approach and what to consider when developing your B2B marketing strategy.    

What is outbound B2B marketing?

Outbound B2B marketing is a proactive approach in which you take your brand to your target customers rather than waiting for them to come to you. The marketer identifies relevant potential clients and initiates conversations through outreach efforts, which can be sent in bulk or personalised. It is also known as interruption marketing can be defined as the marketer choosing the interaction. Common practices used in outbound B2B marketing include: 

  • Direct mail
  • Telemarketing
  • Brand awareness campaigns 
  • Bulk email marketing
  • Banner advertising 

What is inbound B2B marketing?

Inbound B2B marketing is passive and allows the buyer to take action of their own accord instead of responding to direct proposals from the marketer. Here the consumers are exposed to content that allows them to make their own informed decisions. This method can help build trust and strengthen relationships. It is also known as permission-based marketing, as buyers give their permission by viewing content and then beginning a relationship. The techniques used in outbound B2B marketing commonly include:

  • Content creation 
  • Blogging
  • Social media
  • SEO
  • Lead generation 
  • Lead nurturing

Inbound marketing vs outbound marketing

The tide has recently turned in favour of inbound marketing, with a general belief that outbound marketing is less effective than it used to be. This is because buyers are becoming increasingly overwhelmed by invasive forms of marketing and advertising. Internet-enabled clients prefer to have more control over their purchases, usually carrying out their own research before making a commitment. A recent survey shows that more than 50% of B2B buyers use social media to learn more about products, services and vendors because modern business clients prefer to be fully informed. 

Inbound marketing holds the advantage of listening to clients and responding directly to their needs. As marketing guru,Seth Godin puts it: “Don’t find customers for your products, find products for your customers.” Readers of your online content have already shown that they are interested and ready for nurturing. In this respect, inbound marketing gives your B2B clients agency and helps build long-lasting relationships that can form part of a sales funnel. A survey from Databox revealed that 67% of B2B marketers create top-of-the-funnel content most of the time as this is the most critical stage.  

But while outreach efforts to a broad range of contacts could be ineffective in the majority of cases, where the target is more carefully defined they are more likely to pay off. Outbound marketing still holds particular relevance for high-end products that require a personal touch. 

Outbound marketing is often aided by marketing automation tools that make it easier to instantly connect with higher numbers of potential clients. It’s worth noting, though, that improvements in AI are making it increasingly possible for outbound marketing to be more specific and personalised. A recent report shows that more B2B organisations are making personalisation a priority in 2021.   

Budgeting is an additional consideration. Outbound marketing efforts are generally much more costly than their inbound equivalents. For large corporations, this is less of a concern, but it is another reason why small businesses and entrepreneurs warm to inbound marketing. 

In B2B marketing, there is a place for both inbound and outbound marketing. The question is which approach is best suited to each individual case, database of clients, or stage in the sales process. While the “pull” of inbound marketing is increasingly popular in an age that is empowered by information, there are still certain occasions when there is a call for that extra “push”.

How to Use B2B Email Marketing Tools More Effectively

Email is reportedly one of the most popular organic distribution channels and is used by 87% of B2B marketers. And in the face of so much competition, it’s vital you don’t miss the mark. B2B email marketing tools can simplify the process, helping you reach and engage your audience more effectively.

Why is B2B email marketing still important today?

In the wake of the pandemic, it’s more important than ever to have a strong digital strategy. Companies around the world have moved online, and reports show that business leaders plan to spend 25% more on digital in 2021. You can’t afford to be left behind.

For years, email has been a vital component of any successful digital marketing strategy. It helps businesses connect with customers and analyse campaigns effectively. The world of digital marketing might move quickly, but Forbes recently published an article stating that email marketing still promises to deliver the highest ROI of all marketing channels.

What can email marketing do for your business?

B2B email marketing and newsletters offer businesses the chance to connect with customers in a creative and measurable way. You can provide value through free content or downloads, almost instantly let customers know about an event or offer, and create a sales funnel that guides them through to purchase.

Thanks to the latest tools, email marketing can be personalised, too. For instance, businesses can divide their customers into groups (called segmenting) and personalise what they see based on factors such as region, interests or demographics.

Using analytics, businesses can then analyse their success. In fact, 90% of B2B marketers use email engagement to measure content performance – showing how just important it is.

Tools for B2B email marketing

Although there are many factors to consider, with the right tools, email marketing doesn’t have to be overly complicated. With everything in one place, it’s easier and quicker than ever to create, deliver and analyse engaging campaigns.

These tools aren’t just for amateurs. Approximately 85% of marketers use mail marketing software, making it one of the top two tools, alongside analytics software.

Which tool you need depends on your goals. However, the best tool will save you time and effort at each stage of your campaign. A dedicated email marketing specialist can advise on this. Below are some examples of popular choices.

Mail Chimp

Popular for:

  • Creating designs
  • Managing audiences
  • Insights

HubSpot

Popular for:

  • Having everything in one place
  • Including email marketing
  • CRM
  • Website CMS
  • Insights

Send Grid

Popular for:

  • Focus on deliverability
  • Making sure emails get where they need to go

Getting the most out of the tools

To get the most out of your B2B email marketing tool, you need to have a solid campaign created by someone with a good understanding of how those tools can benefit it – ideally, a dedicated specialist with prior knowledge of MarTec solutions. They can save you time and help you build the most effective strategies.

Outsourcing is a scalable and flexible way of achieving this without stretching in-house resources. It can decrease production time and give you access to new expertise.

Lucdigi – Simplifying email marketing

We’re here to simplify digital marketing for B2B, SaaS and IT solution providers.  Our processes help increase visibility, generate more leads, convert leads to sales and reduce customer churn.

To find out how we can help transform your B2B email marketing efforts, simply send us a quick message.

Reusing Content Across Different Channels: 3 Things You Need to Know

Content marketing is all about the right content at the right time in front of the right people. And it’s not just about your website. It’s also about distributing that content across multiple channels to drive traffic and engagement from outside your own social media accounts. This blog post will discuss the importance of reusing content and distributing it through multiple channels to see the best results.

What Does Repurposing Content Mean?

Repurposing content means taking your existing content and adapting it to make it suitable for other channels. For example, if you have an article on your blog that has been well received and shown good results in terms of engagement, you might want to repurpose it for social media networks. 

Repurposing can also help make sure all your bases are covered. For example, if you’re posting on Twitter you will have to consider the character limit and for a Facebook ad, you need to be aware of the strict policies in place. To reach both audiences will require different adaptations of the same content. Likewise, your LinkedIn audience will differ from your other social media followers and you may need to tweak it to engage them.

Understand Each Channel’s Character

What type of content should be posted on each network? This depends mainly on the character of each platform as well as your brand’s message and voice. For example, you wouldn’t share a serious article about personal finance on Pinterest or an infographic with visualized statistics on Twitter because they don’t match the audience interest on those platforms.

The popular social media analysis tool – BuzzSumo – has lots of data from Facebook, LinkedIn, Twitter, Pinterest etc. to help you analyze what people are sharing online.

For example, it shows that Pinterest users are primarily interested in visuals rather than text, while users on other social networks such as Facebook and Twitter are more likely to engage with posts that contain statistics.

Instead of blogging on your website and posting the same content across all networks, repurpose it by extracting extracts that resonate with each channels’ audience. For example, if there is an article entitled “Top 10 Fun Things to Do in Your City,” you can share these fun things using visualized statistics or a list format instead of quoting a long paragraph that might not appeal to, say, your Instagram followers.

Finding the Best Content Posting Platforms

Understanding what you want from your website is important because it impacts how much time and effort you spend on repurposing content. For example, if the goal of your website is to generate leads for a product, then posting articles on LinkedIn or Twitter might be more beneficial than on Facebook. 

Repurposing content also requires research into which channels are best suited to your goals. One way of doing this is by using an online tool like BuzzSumo. This allows you to search by keyword or topic to see all relevant articles, along with their social shares and who wrote them to find topics popular among influencers within those networks.

Different platforms are better suited to different types of businesses and different target audiences. For example, the younger demographic prefer Snapchat and Instagram, while older people are more likely to use Facebook. LinkedIn, on the other hand, is popular among professionals and people hiring and trying to find jobs. These things should be taken into consideration when deciding where to post your repurposed content.

Is Content Repurposing Beneficial?

Absolutely! Writing 100% unique content each time you want to post for every platform takes time and can become expensive if you hire a writer to do the job. By repurposing content, you can adapt blog posts, social media posts and much more to suit the specific needs and requirements of each platform. This allows you to reuse the same content with minor tweaks to see better results, saving you time and money.

In conclusion, content repurposing is undoubtedly beneficial and is an efficient way to grow your online presence and audience. The technique is used by thousands of companies, both big and small and can help you increase your reach and engagement.

Why Working With a Digital Marketing Agency is Great for Your Business

Digital marketing can no longer be viewed as an additional extra. It is an intrinsic part of any successful modern business. This is particularly the case for technology companies who need to be at the cutting edge of the latest trends and developments in order to thrive in a competitive field. 

Digital marketing agencies help businesses by creating comprehensive online strategies and optimizing their digital presence in a number of ways. A few fast-moving areas you might need expert guidance on include:

  • Email Automation: Honing your e-mail marketing strategy and delivering on it requires expertise in the area of automation. 
  • Social Media Management: Social platforms are frequently refining feed algorithms and adding new advertising features. Digital marketing agencies can help you increase brand awareness and social traffic by ensuring your messages grab the attention in a crowded sphere.
  • Content Marketing: Best practices change as users familiarise themselves with new devices. Understanding new formats and how they can be used to best engage other businesses, thought leaders and customers is a challenge that digital marketing agencies can help you master. 
  • Search Engine Optimization: Search engines frequently change their algorithms, making optimization a challenge for those lacking the requisite expertise. 

All companies can benefit from using a digital marketing agency

It’s important to remember that digital marketing agencies aren’t just required by companies that need to completely outsource their digital marketing. They can be a great asset for organisations that are looking to augment their in-house team. No matter what the reason is, the digital landscape is in such a constant state of flux that you’ll need to partner with an agency that will keep you ahead of the curve.  

During this blog post, we’ll talk you through how and why working with a digital marketing agency that provides quality services based on experience and expertise, such as Lucdigi, is the right decision for your business. 

5 key reasons why hiring a digital marketing agency can boost your business

1. Cost-effective 

The cost of hiring an in-house marketing team is substantial. You need experienced people who can manage, interrogate, report, write, research, and analyse your marketing strategy. A qualified digital marketing agency has all of these specialisms and more for a fraction of the cost of sourcing a reputable in-house team.

What’s more, Lucdigi and other agencies regularly use tools and programmes that most business professionals are unfamiliar with. Agencies know how to harness these tools and platforms to take their work to the next level and improve outcomes for your business. These tools, like analytics platforms, can often be expensive so by using an agency you save on having to purchase them yourself. 

2. Improve agility 

By using an agency you can outsource work to experts, allowing you to focus on what you do best. Freeing up your time to focus on your core business will help you run your business more efficiently, safe in the knowledge your marketing is in the hands of experts.

Secondly, an agency has the relevant professionals to navigate the latest trends, rule-changes, advertising formats, and algorithm shifts. Trying to hire the relevant people is a lengthy process that can take upwards of three months, and there’s always the risk that as the digital environment shifts, their skills become redundant. That’s why using an agency that has a great staff with knowledge of the changing landscape of digital marketing will give your business the agility it needs. 

3. Expert opinion, insight & analysis 

Digital marketing agencies can examine your current strategy, find and analyse the flaws within it, and come up with ways to improve it. This is particularly the case when working with clients in the technology sector. Maybe your ads are on the right platforms but not reaching the relevant audiences. Or maybe your search engine optimization is getting lots of leads, but they are failing to convert. It can be difficult for an untrained eye to diagnose the problems. But experts will have experience of rooting out the issues and suggesting options for remedying them. Moreover, agencies will set measurable goals using key performance indicators so your marketing strategy can be clearly measured and improved. In so doing, the agency gives your business transparency and clarity when it comes to its performance.

4. Bringing fresh ideas to the table 

An outside agency will not have the same perceptions and ties to your business that you do. Because they see your company from a different perspective, they might spot a problem you’ve missed. If you’re a technology firm, you might benefit from working with an agency that has experience working with similar companies, but also different sectors, such as financial services. Agencies can use their experience with these different businesses to improve your website or campaign’s performance. 

Secondly, a digital marketing agency will stay abreast of market trends no matter what business or sector you fall into. This means they will come armed with plenty of ideas that are informed by audience behaviors from across a range of sectors. 

5. Monitoring and measurable results 

Because of their different areas of expertise and specialisation in digital marketing, a digital marketing agency will provide you with analytics and reports that give you a tangible measure of the results you are getting through their services. They can also guide you through the complexities of measurement by assigning accurate, tangible values to any campaign to prove the effectiveness of the approach.

High-quality digital agencies will put in the effort to ensure their clients are satisfied. At Lucdigi, we treat our clients’ success as a reflection of our company. Across the board, digital agencies do not stop working after they complete a campaign. Instead, they continually test, learn, iterate and improve their work to ensure they’re delivering to the best of their abilities. 

Some useful trends in digital marketing for B2B companies in 2021

1. Chatbots and conversational marketing

Given the lack of social contact we’ve all had over the last 18 months, chatbots and other conversational marketing tools will be essential for anyone operating in the B2B space. People are looking for human interaction that provides instant responses to issues they’re facing. Companies can’t afford to wait for weeks to get responses to their requests. They need answers quickly at any time – which only chatbots can provide. These tools can be the kickstart to a sale whilst also providing accessible support to your customers so don’t overlook them. 

2. Data-driven content

B2B content strategy is evolving fast, and we’re seeing data-driven content growing in importance. Content creators have a great deal of data at their disposal, which means they can see in real time whether their content is engaging potential leads. By being able to measure what content is driving reach, B2B content creators are constantly honing their output according to reliable information. This ensures they are always zeroing in on their target audience and providing useful, accessible, and attention-grabbing material.

3. Paying attention to back-end SEO 

Search Engine Optimisation is so much more than using keywords on a web page and having a website with well-functioning navigation. In 2021, good optimisation requires businesses to pay detailed attention to the technical, back-end elements of their site. The technical, back-end components of your website allow bots to better understand and index your website. In turn, these bots help search engines understand the intentions of your website, and its businesses priorities and purpose. So, having good back-end optimization is key to getting your website in front of your target audience. 

Useful questions to ask an agency you’re looking to work with

As with any big business decision, it’s important to make sure you’ve done your research and to get assurances from your chosen digital marketing agency that they will deliver on your business aims. 

Here are a few useful questions to ask an agency you might be approaching:

  1. What KPIs do they measure? 
  2. Do they have experience?
  3. How do they handle reporting?
  4. What ROI can you expect? 
  5. Do they have a client portfolio and success stories? 
  6. Do they outsource? 
  7. What is their specialism? 

Summing up

With digital teams increasingly expected to deal with anything from automation to performance marketing, it makes sense to work with a digital marketing agency that has both an aptitude for learning and that is prepared to tackle the breadth of what digital can throw at it. Lucdigi staff are experienced experts who can help you navigate the challenges associated with a shifting digital environment and give you a fresh perspective on your business aims, and how to meet them by drawing up a bespoke marketing plan within your budget. 

Lucdigi will work tirelessly to ensure your products, services and ideas find relevant audiences amongst consumers and businesses alike. Contact Lucdigi today so we can discuss ways to help your company level up its digital presence and improve your bottom line.

What To Ask When Hiring a Digital Marketing Agency

The digital marketing landscape changes on a daily basis. Not a quarter goes by where there isn’t a new platform or marketing channel that pops up, and unless you have the time and in-house marketing resources to keep up, your business can easily get left behind.

You may have already considered hiring a Junior Marketing Exec or two, but decided against it after realising there are too many marketing strategies, channels, and resources for one or two people to manage effectively.

Between content production, social media management, email marketing, SEO, media buying, and PR, you’d need to hire and train a whole team. But that would put a huge strain on your budget. Plus there is the additional time and cost involved in hiring, training, and managing them all.

Hiring a digital marketing agency is a much smarter move. With a digital marketing agency, you’re partnering with a team of industry experts, who have one goal – to grow your business and keep you as a customer.

BUT…

There are a huge number of digital marketing agencies out there, and unfortunately, the barrier to entry isn’t very high. Almost anyone can watch a few Youtube videos and call themselves a marketing expert.

So how do you know you’re getting the ‘real deal’ and the best results and return on your investment? 

Here are the 7 questions you must ask before hiring a digital marketing agency. 

1. Are They Experts at Marketing in Your Industry?

If you’re a tech or IT business, you need to partner with an agency that specialises in tech marketing. There’s a HUGE difference in the way an e-commerce store markets itself compared with a B2B tech business.

Tech marketing is particularly nuanced and should only be handled by those with industry experience. 

You need to know that your chosen agency understands your customers, your products, and what it takes to get your market excited about what you do. Generalists just won’t get you the return you want from your marketing spend.

2. Are They Experts in Various Martech Solutions?

There are so many different martech solutions out there and you want to be sure you’re dealing with an agency that is proficient with many of them. Try and get a sense of the kind of tech stack they’re working with. You need to know they’re well versed in everything from Hubspot and Canva,  to Klaviyo and SocialPilot.

An agency only using a handful of martech solutions is unlikely to bring you the kind of results you’re looking to grow your business.

3. What KPIs Are They Tracking?

You should look at a digital marketing agency as an investment rather than a service provider. As with all investments, you need to be sure you’re getting a positive ROI. So it’s vital you know:

·         What KPIs the agency routinely tracks for you

·         How they’re going to report those KPIs to you.

The numbers they pay most attention to will depend on the goals you set for your agency. So, the first question they should be asking you is, “What are your goals?”

Are you looking for more social media followers? Do you want to rank higher in search engine results? Are you trying to get better conversions from your sales pages?

Before you even contact a digital marketing agency, make sure you understand what you’re trying to achieve. Then ensure the agency you decide to hire has the ability to track the numbers and is able to work towards your clearly defined goals.

4. Do You Get a Designated Account Manager?

This question is often overlooked but can tell you a great deal about the digital marketing agency you’re talking to. You should be offered at least one main point of contact or ‘marketing hero’. That person should be available any time you have questions, want to see results, or want to talk about anything else related to your account.

The other question you should ask is, how many people will be working on your account and whether it is possible to meet them. With apps such as Zoom and Google Meet, there’s no reason you shouldn’t be able to get an introduction to everyone involved with your account.

If a digital marketing agency isn’t willing to let you get a feel for everyone working on your project, then it’s probably worth doing some more digging. It could be you’re talking to a “one-man band,” or that something else is going on. In either event, secrecy or an unwillingness to introduce the whole team should ring alarm bells. With any business relationship, transparency is vital and if it’s not there from the get-go, it should be a big red flag for you.

5. Who Else is The Agency Working With? 

The important thing to look out for here is what other types of companies they’re currently working with. Are they in a similar industry to yours? What kind of projects are they doing for them? 

You’re not necessarily looking for them to have a list of 20-30 clients, but you do want to see that they are working with at least a few other companies in your industry or something closely related to it. This will demonstrate that they have the kind of experience you need and that their services are in some kind of demand. An agency only working with one or two other clients is either very small or is not doing a good enough job to attract more clients.

The second VERY important part of this question should be, “Can you show me any case studies or testimonials of clients you’ve had success with?”

A successful digital marketing agency should have at least a handful of case studies they can show you. These should demonstrate, with clear metrics, the kind of success they achieved for the client and what strategies they used to get there. It’s always worth Googling the companies mentioned so you can take a look at them first hand.

6. How Quickly You Can Expect to See Results?

OK, so this one is a bit of a loaded question. But the way the agency answers it will tell you a lot about them. If your goals are SEO-related, any agency that tells you they’ll get immediate results is worth walking away from.

When it comes to SEO or anything organic-related growth, the promise of immediate results is another big red flag. There’s no way of guaranteeing instant SEO results because of the way search engines work and how often they crawl websites.

The only time a digital marketing agency can guarantee any kind of instant results is if they’re doing something related to paid advertising or conversion optimization. With paid marketing efforts, you’re paying for traffic which means you can generate some kind of result right out of the gate.

7. What Expectations Do They Have Of You?

This is the last, but probably most important question to ask them. What are they going to need from you on a weekly or monthly basis? Clue: They should need at least some engagement with you on a weekly basis.

They should want your feedback on content, customer feedback, and results. Your agency should want feedback on how accurately they’re capturing your brand voice. They should want to ensure customers are responding positively to any content produced, and they should want to make sure you’re happy with the direction everything is moving.

Without clear communication, there’s no way they can optimise their strategy and keep moving your numbers in the right direction.

It may seem daunting, but finding the answers to these questions will make hiring the best digital marketing agency for your business much easier.

If you’re looking for a Tech Digital Marketing Agency who can answer all 7 of those questions, and help you take your business to the next level, click here and one of our experts will be in touch to start the conversation.