All Posts By

Mauricio Pina

Digital Marketing

Three Ways You Can Attract Moe Website Traffic With Your Video Content


The times, they are a-changin’.

If you’ve been in the digital marketing world like me, Mauricio “Moe” Piña, for some time, then you’ve probably learned to roll with the punches. And why do I mention the importance of evolving and adapting in digital marketing?

Because, according to Forbes, 2019 will see a renaissance of sorts in digital marketing with global consumer Internet video traffic accounting for 80 percent of all consumer Internet traffic. This was backed by Google search engine this past summer when they updated results pages with video carousels rather than individual video boxes.

What does this mean for business owners? Basically, it’s time to step up your video content strategy.

Whether you’ve never uploaded a video or it’s been some time since you’ve worked on getting traffic to one, I’ve got a couple of tips on how you can improve your organic video search results.

Check them out below.

Attracting Moe Traffic to Video Content

1. Integrate Videos Into Related Blogs and Articles

This is one of the easiest actions you can take to improve organic video results if you already have plenty of content that you can work with. Check your data to see what blogs and articles have had an impact on your audience and consider using these.

Embedded videos in your articles and other content not only enhance the visitor’s experience but can also help to increase your website’s page views, sessions, and, ultimately, your conversion rate.

Lumen5 is an exceptional tool that can help turn blogs and long-form content into video in just a few short minutes.

2. Take Advantage of the Description Box

The video description box that you see while diving down the YouTube rabbit hole is a valuable piece of digital marketing real estate. And, yet, time after time, business owners fail to take full advantage of this valuable space.

Adding a direct link to your website into a video description enables your viewers to easily access relevant information that could enhance the user experience. Think about it…what’s better – a viewer interested in your product having to go through the whole process of minimizing YouTube, opening up an Internet browser on another tab or window, keying in search terms, and hoping that your website populates in the first search engine results page? Or a direct link straight to your website.

One click versus multiple steps is always the way to go.

Failing to properly take advantage of the description box is likely going to end in failed conversions. That’s money out of your pocket for something that can be easily remedied.

Aside from a link, a video transcription can also help to improve your video in multiple ways, including:

  1. Improves SEO – In a 3-week long study conducted by SafeNet, researchers compared the search rank of a video that had no transcript versus the results after a transcript had been added. Almost a month later, the video content with the transcripts climbed search rankings for targeted keyword phrases, rising from no rankings to top 15 or higher.
  2. Provides a Better User Experience – From a learning perspective, adding a video transcript enables your viewer to use whatever method he or she learns from best—whether that be from reading, watching, listening, or all three. Transcripts also simplify the search process for users looking for videos that hit particular topics or keywords.
  3. Reach a New Audience – Lastly, transcripts also provide a means of learning for those that may be deaf or non-native English speakers. Expanding your audience is always a plus in the world of digital marketing.

Putting in the extra effort to create and market your video content can really pay dividends in the long run. When it comes to your visitors, however, they need to be able to navigate through your content as effortlessly as possible. Adding in relevant, optimized links and video transcripts in your video help to do just that.

3. Pinpoint Your Video Gaps and Create Content That Addresses Them

Coming up with content ideas can be hard, especially when you have to manage a business. I mean, you could hire a digital marketing team, but if you prefer a more hands-on approach, then there are some steps you can take to enhance your video marketing skills.

To start, you will want to analyze popular search queries and compare those terms to your current video library. Doing this should provide you with some insight into figuring out where your video content gaps are and what type of information you need to provide users to bridge that space.

Let’s say, for example, that you’re in the business of selling grapefruits. You have started creating video content that showcases the many ways that you can prepare grapefruits into extravagant dishes fit for parties and holiday get-togethers. While you may be getting a relatively small stream of viewers watching your content, there’s still more that you can do.

When doing some research and analyzing popular grapefruit search queries, you may find out that many people are looking for adult beverage recipes that include grapefruits. By pinpointing the content gap, you’ve identified what the buyer needs and how you can address those needs. Now you can make an actionable video content campaign that addresses those queries (i.e. grapefruit infused drinks).

Not only does this tip help to provide you with some content ideas, but it can also do wonders in bringing in more viewers/visitors.

Now is the time to perfect time to prepare your video content strategy. If you need more information on where to begin, then contact me, Mauricio Piña, for all of your digital marketing consultant needs at (956) 566-4998.

Digital Marketing

Four Digital Marketing Tips You Need to Take Advantage of the Holiday Season

Whether you own a brick and mortar store or are part of the online market square, the holiday season is the most lucrative time of the year – especially if you have your marketing and sales funnels in order.

While you should have, hopefully, a digital marketing plan in place by this point in the year, there’s still enough time to implement a couple of strategies if you don’t.

Listed below are four valuable digital marketing tips you can use to attract potential customers this holiday season. And in case you missed it, one of our recent posts also dives into social media marketing for the holiday season.

Last Second Digital Marketing Tips for the Holidays

1. Schedule Your Content Ahead of Time
This one is really important. It’s no surprise that when the holiday season comes around, things get busy. But just because you lack the time to do standard search engine optimization doesn’t mean that you get to deviate from your digital marketing responsibilities. No, you’ve got to plan ahead.

Crafting blog posts, product reviews, video, tweets, email marketing, and/or managing social media accounts has to get done early to be effective. Thankfully, a lot of social media platforms give us the ability to schedule everything in advance, which should allow you to cover your business until the holiday period is over.

If you haven’t gotten to it, now is the time to create some winter holiday-related content, social posts, ads, and blogs.

2. Use Seasonal Pay-Per-Click Keywords
If you don’t use seasonal keywords in your Google Ads campaign, you’re shooting yourself in the revenue-generating foot. Some year-round keywords can be mildly successful, but normally, users are searching for holiday-related terms. And if these aren’t included into your ad campaign, your business runs the risk of underperforming sale wise.

Let’s say for example that you own a bakery. The keywords “buy cookies” may cut it for the majority of the year, but if you don’t start bidding on seasonal keywords like “Christmas cookies” or “gingerbread,” you could really stymie your sales.

A successful PPC campaign will always include seasonal keywords that are meant to attract potential customers to your product, but it doesn’t stop there. Solid research and testing are paramount when finding out what works and what doesn’t.

And a good way is to check last year’s data to see what was trending.

3. Holiday-ify Your Branding
This is probably the most cost-effective and easiest way to incorporate holiday marketing into your business. The addition of a simple visual update to your logo that is related to the holidays shows that your company’s website is up-to-date.

You can even get really creative and create a holiday mascot, much like Coca-Cola and their polar bear ad campaigns, which have been going strong for years.

4. Retarget Your Customers
Retargeting customers can be approached from many different angles. Many times, it involves solid email and/or social media marketing campaigns to reach out to past customers that:

  • May have purchased a product from you in the past (perhaps last holiday season).
  • May have shopped online on your website but abandoned the shopping cart.
  • Are loyal to your particular brand, thus purchasing products or services more often.
  • Should be informed of holiday discounts—or exclusive returning customer discounts—that they can take advantage of.

Not only does retargeting past and potential customers encourage sales, but it also fosters customer satisfaction and brand loyalty. It also goes without saying that a happy customer improves your word-of-mouth advertising.

Need some additional holiday-related marketing tips? Reach out to the digital marketing expert, Mauricio Piña, today at (956) 566-4998.

Digital Marketing

Dealing with Mo’ Stress as a Digital Marketer


It’s no secret that the professional world comes with an abundance of stressors. And it’s no different for digital marketers.

As a digital marketing consultant, I know just how challenging a single day of marketing can be. From developing the perfect social media campaign to creating enthralling content and blogs, there’s plenty of pressures that can drive you off the digital edge.

Luckily, I’ve developed a few techniques to help me get through the day and deal with some of the industry’s most common (and problematic) stressors:

What Drives Marketers Mo’ Crazy

1. Daunting Data

It isn’t collecting the data that’s the problem; it’s what comes after that can drive a digital marketer insane. When you’ve diligently planned and put all your effort into a campaign but the metrics just don’t show you the results you expected – stress overload.

If that isn’t enough, you have to justify reworking the campaign to the client.

When setting up your marketing plan, have your goals in order, and include some that aren’t tied into just sales. There is plenty a digital marketing campaign can do for a business and these objectives can turn daunting data into a meaningful success.

2. “Barely There” Budgets

It’s an unfortunate truth, but as the old saying goes, sometimes you have to spend money to make money. This is especially true in the digital marketing industry where Pay-Per-Click advertising can require some solid investment.

Of course, one of the biggest benefits of digital marketing is cost-effectiveness. Just because a client doesn’t have a million dollars to throw at a digital marketing plan doesn’t mean they can’t find some success. As a digital marketer, you just have to be honest and set realistic goals.

3. Overcoming Google Updates

If there’s one thing every digital marketer loves, it’s Google’s constant – and we mean constant – updates. These updates can happen multiple times a day and major ones can absolutely devastate a website’s ranking if we aren’t on top of things.

Luckily, there are quite a few strategies – alongside honest to goodness hard work – that can keep you ahead of the curve and your marketing campaign working effectively. All despite Google’s penchant for updating its algorithm.

4. Proving Your Value

The average person (and business owner) may hear the words, digital marketing, and think of cute social media posts with a few emojis or a quick Instagram posts with some hashtags.

But digital marketing is so much more.

Proving your value to a client can take a tremendous amount of energy and strategy. But the pressure to succeed can be made much easier for a digital marketer when they:

  • Define their audience
  • Specify goals (alongside the client)
  • Establish viable budgets
  • Effectively design their marketing strategy
  • Use data and metrics to correct issues
  • A/B test when possible
  • Take the results of everything and enhance the campaign as needed

5. The Power of Words

Content is king and getting the right message out in front of the right people is absolutely essential to a successful campaign. But in the process of making sure everything else runs smoothly, it can be very easy to overlook grammatical and spelling errors on any content that gets published.

While a simple error isn’t the end of the world, it can throw off the timeline of a campaign (and continually sloppy work can really hurt your brand).

Take your time. Get your message right on all content and make sure your grammar is on point.

6. Tech Trouble

Tech plays such a huge role in digital marketing. But oftentimes, we get caught up in the strategizing, creation, and implementation of the campaign itself, that we fail to fully account for all of the technical aspects that go into running a successful marketing plan.

When things go sideways on a technical level though, it can bring a world of stress. Keep in mind:

  • Make sure all SSL certificates are up-to-date. Failure to have these in place can make your website(s) vulnerable to hackers and your client’s personal information unsafe.
  • Mobile optimization is essential in today’s mobile-first world. Shoppers have a growing preference for using their smartphones and a slow website (not optimized) can hurt your bottom line.
  • Backup your website data! Website crashes can happen for any number of reasons, and without a backup, you are in some serious trouble.

Dealing with It All

Despite all the craziness that the digital marketing industry brings with it, there are some simple steps that you can take to reduce your stress.

1. Start with recognizing your anxiety.

There’s a difference between rational worries and unjustified anxiety.

Start the process of de-stressing by recognizing those irrational fears and anxieties. Focus on what you actually have power over and take action in those realms.

2. Don’t bite off more than you can chew.

As a digital marketer, you’ll likely have your hand in a lot of different cookie jars.

Doing your fair share of the work is a must, but biting off more than you can chew because of fear that the job won’t get done right is bound to leave you overworked, tired, and stressed. Have faith in the skills of your teammates and allow them to do their jobs.

3. Breathe for a moment.

You might be tempted to remain seated at your desk for 12 straight hours, tackling the day’s assignments. Kudos to you for being such a hard worker, but the reality is that working nonstop without a break is quickly going to lead to a mental breakdown.

Give yourself a moment to breathe throughout the day and take a few minutes to walk around the office or around the block to take in some fresh air and sunshine.

Those few minutes away from the project at hand can actually lead to some insight—or at the very least—they can help you to clear your head and restart your brain.

4. Sometimes you just need to unplug.

As a digital marketer, it’s absolutely possible to remain connected to a project all day and night with your smartphone and computer. Whether it’s responding to emails, updating a social media post, or handling some SEO tasks, working as a digital marketer can become a 24-hour around-the-clock job.

Remember, though, that it’s okay to unplug when necessary. If it’s a few hours in the afternoon to help your child with their homework or a few hours in the morning as you exercise and meditate, unplugging from your phone and computer can really help put you at ease and reduce stress.

5. Work it out—literally.

It’s easy to forget that stress can have a real effect on your body. From causing headaches, teeth grinding, neck ache, back pain, heartburn and stomach pain to truly serious consequences like increasing your risk of cardiovascular diseases, mental health problems, eating disorders and more, stress can exacerbate many health problems.

But fortunately, you can manage stress by exercising a bit. Besides improving your physical health and helping to fight disease, exercise has also been shown to reduce fatigue, improve concentration, and enhance overall cognitive ability. Studies have also shown that regular exercise can even decrease overall levels of stress and tension, elevate your mood, and stimulate anti-anxiety effects.

And don’t forget to continue visiting me here at my website for all things digital marketing and entrepreneurship.

Digital Marketing Social Media

Five Social Media Marketing Tips to Use That’ll Boost Up Those Holiday Sales


Ever asked yourself why retail stores pull out all of their holiday stock months before Christmas actually arrives:

As I’m sure you can guess, these stores do it because they want to:

  1. Give customers plenty of time to buy what they need, increasing their customer satisfaction and the likelihood that customers will shop there again, especially during the holiday season.
  2. It makes these businesses a ridiculous amount of cash!

So if old school brick and mortar places can do it, why can’t you for your e-commerce business or website? Today, expert digital marketing consultant, Mauricio Piña, explores just how to rake in all of that holiday spending by using digital marketers’ best friend, social media.

  1. Cook Up Some Product Reviews

  2. A product review covers the product(s) you are showcasing from head to toe describing what the product is, highlighting its features, and providing unique tips on how to use it. It can be a video or written content that highlights your product or service in a new and special way.

    This is one of the best things that you can do to boost those sales numbers this holiday season. Writing up a product review and then promoting it through social media can spark up a lot of interest about your product(s).

  3. Put Those Holiday Hashtags To Work

  4. Holiday hashtags are huge among brands looking to get into the festive spirit. And—fun fact—when tagged to your social media, it can also help boost up your click-through rates and visits to your website.

    Hashtags that embrace the holiday spirit, and such, may appear in holiday social media searches, granting exposure to your social media post. Bonus points if your post also has an appealing form of visual media that draws in plenty of viewers and likes, helping to bring customers to both your social media page and website.

    Don’t forget to use engaging images like a wonderful holiday spread for Thanksgiving or a mound of presents and gifts.

    Get into the #HolidaySpirit now by using #hashtags to start drawing attention to your business #ChristimasComingSoon Click To Tweet
  5. Put Some Holiday Spirit Into Your Branding

  6. Giving your social media presence a little bit of a makeover to fit the theme of the holidays is a great way to show your followers that your brand is active during this festive time.

    It could be something as simple as wearing a Santa hat in your profile pic, visual media that incorporates both your logo and the theme of the holiday, or even a whole new design that encapsulates the essence of the holidays.

    The holiday-themed branding will help attract potential customers to your site where you can pique their interests with compelling holiday offers and sales.

  7. Create Social Media Only Deals

  8. This is where the juicy part of social media marketing for the holidays is at. Social media has the power to reach plenty of holiday shoppers looking for — and hungry for — your product or service.

    With exclusive social media deals, it’ll keep eyes glued to your social media page.

    These types of offers promote your social media profiles and business. Shoppers will relish the chance to say how they got your product at a discount exclusive to them, while also generating interest by word of mouth – which is still one of the best forms of marketing.

    Try coming up with a few social media-exclusive deals like a 10 percent discount off one of your products or services for the holidays, or free shipping, bonus gifts, or discounts on their bill.

  9. Take Advantage of Influencers

  10. When it comes to social media marketing, influencers are well worth the investment. Influencers — in tandem with your social media marketing and advertising campaigns — like vloggers or Instagram influencers, can do wonders to help promote and sell your product or service.

    Do you run a clothing business? Send a product sample to a local fashion influencer. Soon, they will be showcasing your product to their — hopefully large — base through their social media pages, YouTube channels, and other outlets, helping to get the word out about your stellar products.

    Bonus points if your influencers are also embracing the holiday spirit.

The holidays are just around the corner. If you don’t have a social media marketing plan in place, you are bound to lose out on revenue opportunities. Don’t let this happen to you.

Contact me, Mauricio Piña, your expert digital marketing consultant to help you get started right away.  

SEO

Top Three Tips That Make Earning Links Easy (Or at Least Easier)


Want to know an easy-peasy way to get Google to realize that your site is a credible and trusted source of information? Well…sorry to burst your bubble but there is no magic solution that can make link building happen at just the snap of your fingers.

While earning links isn’t super challenging, it can take some time and effort. Today, we’re taking a look at the top three tips you need to make earning links easier.

What Goes On When Earning Links?

It is important to note that there are two types of links: inbound and outbound.

I. Inbound – This type of link building is what we will be discussing throughout this post as they have more value when it comes to helping your website achieve a higher search engine rank. These types of links come from an outside website linking to yours.

For example, if your website features custom-made cupcakes and the Food Network links to your website in their “Best Cupcakes of 2018” article, this gives you a referral that never expires.

II. Outbound – These types of links work in reverse. This occurs when you link to a website. An example of this would be when you cite a study from a government agency to lend credibility to your blog post.

Earning inbound links is considered by many to be the best way to develop long-term traffic growth. Digital marketers reap many benefits from link building including:

  1. It establishes your website as an authority in your niche.
  2. It increases your website’s search engine ranking depending on the query.
  3. It supplies an indefinite amount of referral traffic.
  4. It helps reinforce your brand’s online reputation.

Top Three Tips to Know

  1. Generate Original Research Value

  2. This tip gives you the most value, bar none. Creating original research is the best way to attract inbound links, as long as what you are researching is something that people/site visitors will care about. Couple that with fresh information that people have yet to see, and before you know it, you’ll start earning links.

    Why is this important? Well, conducting research means that you’ve done the work that other companies may not want to put the effort into. Since this research was conducted by your company alone, others in your industry will come to you as a source.

    The best way to really set up some mileage with this tip is to conduct a survey, as it is an inexpensive and informative way to collect data relevant to your niche while setting you up as a trusted source.

  3. Offer to do a Guest Blog

  4. In a perfect world, an outside company would link your blog or article in one of their own, generating interest and sharing traffic between both sites. In the real world, your blog has to offer some sort of worth in order for visitors to find value in the information you are posting.

    Usually, to do so, you’d have to cite your facts or quotes, stemming from other types of studies or research. But the next best thing would be to earn a guest blog spot for a site that has already been established as an authoritative figure in your niche.

    Guest posting helps you gain exposure from other established sources, quickly promoting you to a position of trustworthiness. Getting to the point that you can create a guest post usually takes a little longer than letting the links come in naturally, but this method is more effective.

  5. Enlist the Aid of Influencers

  6. For those of you not familiar with the term, an influencer is an individual that has the power to affect the purchase decisions of others due to their wealth of knowledge, authority in their particular niche, and/or relationship with his or her audience. A good amount of influencers can be found on YouTube, Twitter, or Instagram.

    Influencers work hard to attract an audience in their particular niche, and if you share that niche, you may be able to enlist their support.

    To enlist their help, there are three things that you can do:

    1. Create a piece of content alongside the influencer.
    2. Conduct an interview with them.
    3. Reach out directly to them and advertise your piece or idea to them.

    Recruiting an influencer to your company’s cause is one of the best options your business can undertake, essentially placing your traffic growth on cruise control while leaving you to be able to focus on other key areas of your business. But be aware that this route could come with some substantial costs.

    Do you need a little assistance earning links to establish you as an authoritative figure in your industry? Contact me today at (956) 566-4998 to get started.

SEO Web Design

Five Reasons Why You Should Do a Content Audit on Your Website


Fact: Writing content for a business blog or website is not easy. Not only do you have to cook up some creative copy that gathers the reader’s attention, but you also need to remain consistent throughout the piece to keep them engaged.

You also have to worry about all of the little intricacies of Search Engine Optimization (SEO) that will get those eyes to your page in the first place.

It’s a lot of stuff to take into consideration, and even once your piece is published, you can’t just kick back and expect those leads to come pouring in. You’ll have to monitor how well your content is doing through tools like Google Analytics. If it’s doing poorly, you’ll need to address those problem areas.

That, in a very small nutshell, is what content auditing is all about. And if you want to convert as many leads into sales, you’ve got to do it.

Today, we’re taking a look at the five top reasons why you should do a content audit.

  1. You Just Started to Localize Your Content
  2. Localizing your content is the process of adapting the content that you produce based on a specific location. That means adapting your copy to hit local SEO factors in an effort to make your business stand above the local competition, making accurate translations that reflect your business message to people overseas, and formatting your content in a way that is culturally sensitive to the customs of people outside of the United States.

    That’s where a good ol’ fashioned content audit comes into play. It can identify areas in your content that need to be fixed including terminology, any processes, tools, and templates that need altering to fit localization. Outside of the U.S., marketers call this internationalization.

    Adapting your content to fit localization recommendations through accurate translations, and the like, can help establish you as a reliable source of information, gaining the confidence of people no matter where they live while boosting up your conversion rates.

  3. Your Company Merged With Another
  4. Company mergers can be a very complicated thing, and updating your website can be the last thing on your mind. Hiring a digital marketing consultant, however, can get you back on track in no time flat.

    In reality, your content needs to be updated to reflect any big changes. If your content still reflects the old business or department name, your visitors will lose trust, thinking that your company doesn’t care enough to update its online content. If the company doesn’t care to update its content, it can be easily misconstrued that your company doesn’t care enough about providing the best product or service either.

    Unfortunately, perception is reality in the marketing business, so conducting a content audit if or when your company or department merges with another is an absolute necessity.

  5. Attracting the Right Amount of Traffic for the Wrong Reasons
  6. If traffic is flowing into your site like milk into a cereal bowl but you aren’t getting much of an increase to your conversion rate, you may be attracting the right amount of traffic for the wrong reasons.

    What does that mean? Well, it can mean a few things:

    1. Your page copy isn’t targeting a specific buyer persona.
    2. Your copy doesn’t address your target audience’s interests or needs.
    3. Your content isn’t persuasive enough.
    4. Your content fails to clarify a call to action that your visitor must take.

    A content audit can help you identify the problematic blog pieces or web pages that need a little TLC in order to jump-start your dead-on-arrival conversion rate.

  7. Your Visitors are Having a Hard Time Navigating Through Your Site
  8. We’ve all been there – going to a website looking for information on a product, but with no clear pathway to get to where you want to go.

    It’s frustrating, and in most cases, you end up leaving the page without the information you initially went for. It’s no different for visitors to your website if there isn’t a clear pathway to get to the product or service information that they need. If they don’t find what they need quickly, they’ll leave, and your bounce rate will increase.

    Sometimes a quick rearrangement of the site menu bar or helpful links on the home or landing page can direct customers to the information they need. At the same time, a simple content audit can help you identify where the issue is and allow you to fix it.

  9. Rebranding Your Company
  10. Rebranding is a marketing strategy used where your company’s logo, name, slogan, symbol, or design is changed in an effort to revitalize your business, make appropriate changes to two companies that have merged, or to update the direction of the company.

    Rebranding shines when it comes to making your business stand out among competitors as well.

    When you’ve finally taken the plunge to rebrand your company and are left with the titanic task of redesigning your website to accommodate those changes, a content audit is just what you need to tie up all the loose ends.

A quality content audit is your ticket to greater returns. An experienced digital marketing consultant can help you get there.  

A content audit requires a skilled eye to read the data, interpret it, and create a digital marketing plan that can address the areas of concern. As a business owner, you have more than enough on your plate. Let a digital marketing consultant do the heavy digital marketing lifting for you.

Contact me today at (956) 566-4998 to set up a consultation and to learn more about a content audit.

Social Media

Four Top Social Media Marketing Tips Your Business Can Benefit From


While social media marketing may seem relatively easy enough, believe me when I say, it’s not.

Tweeting about a sale you are having and one quick post on Facebook about your product is not enough to generate sales leads, no matter how many hashtags you’re using.

Digital marketing is, honestly, a lot like a science; it demands a lot of time, research, planning, experimentation, and resources. This can be tough for a business owner who is trying to juggle managing a business, serving customers, and developing a solid digital marketing campaign all at the same time.

Not all is lost, though. Throughout my years as a Digital Marketing Consultant, you start to pick up on some things that work, and a whole lot of others that don’t.

Listed below, you’ll find four timeless social marketing tips that your business can benefit from.

  1. Keep Your Business Objectives in Mind
  2. It’s no secret that a business must set achievable objectives in order to survive. It enables team members to rally and focus on a specific goal or metric, helps to improve general morale and teamwork, while also pinpointing areas that offer opportunities for improvement.

    The same is necessary when it comes to your digital marketing strategy. You need to match your business objectives with your social media marketing campaigns. If you don’t match these digital marketing strategies to a specific objective, it’s going to be challenging to understand how well your campaigns are performing.

    One of the most cited ways to set these objectives is through the SMART system. When your goals are SMART, they are:

    • Specific
    • Measurable
    • Achievable
    • Relevant
    • Time Related

    Again, I really cannot stress the importance of setting social media marketing goals with your overall business goals. Do you want to increase sales? Or perhaps just improve your company’s online reputation? Perhaps it’s more important for you to grow your brand or increase lead generation.

    Whatever your objective may be, it needs to be specific.

  3. Bring Out That Best Ad Copy
  4. Quality is important, and when it comes to digital marketing, pretty much everything is based on some sort of metric:

    • You’ve got your Quality Score that helps determine the placement of your AdWords ad on a SERP.
    • Google ranks your business website based on over 200 SEO contributions and metrics.
    • You can bet that ads ran through a social media platform like Facebook and Twitter also have a quality score attributed to them.

    The last bullet point is especially relevant to the discussion at hand. For Facebook, marketers need to be aware of a metric known as Relevance Score, while for Twitter, that metric is known as Quality Adjusted Bids.

    One of the best way to increase these metrics—thus increasing visibility and the click-through rate of your ads—is to grab that A+ ad copy that you use for your high performing Pay-Per-Click ads in your other marketing campaigns.

    This easy method is effective as it not only saves you time by recycling quality ad copy that is proven to get results, but it keeps your advertising message consistent throughout paid search and paid social campaigns.

  5. Watch How Your Social Media Ads Perform Closely
  6. Everything moves at lightning-quick speed when it comes to social media. What is popular yesterday is old and busted the next. That’s why, when it comes to social media marketing, you simply cannot afford to adopt a “set-it-and-forget-it” attitude. This is especially true if you are using Twitter to advertise.

    To keep your head above water, figuratively speaking, you need to become familiar with Twitter Analytics. You need to understand what metrics matter in order to gauge for success, namely, the engagement rate.

    An engagement rate is influenced by the total number of times users have interacted with the tweet. That could be anything from likes, follows, retweets, replies, hashtags, or retweeting of embedded media, to name a few. Keep in mind, however, as time passes, these particular tweets will become less effective, buried among thousands of other tweets into obscurity.

    This is where a refreshingly creative ad becomes a necessity. A good way to ensure that your ad content remains fresh is to create a few different variations of the same ad. This strategy is sure to gain you more impressions—roughly defined as the number of times a tweet has been seen through Twitter itself—and increase your engagement rate.

    And while we focused primarily on Twitter, the same could be said about any other social media platform you are using for marketing. Always keep an eye on all metrics related to any social media ad campaigns you have running. Otherwise, you could be losing money or opportunities to improve on them.

  7. Twitter Can Be Your Content Marketing Laboratory
  8. By day, Twitter may mask itself as a premium method of generating leads. But by night, Twitter acts as a laboratory for gauging how well a content idea might work.

    To illustrate how this works, let’s assume that you found an interesting image detailing something of note in your particular niche. You end up sharing it with your followers and see—through your Twitter Analytics—that this particular image has done really well, increasing your engagement rate higher than any other tweets you’ve posted.

    Because of this tweet’s success, you decide to cook up a blog post that talks a little more in depth of what was detailed on the image. Finally, you notice that this particular blog – which grew from a tweet –  did really well and was met with a lot of engagement.

    The benefits that you reap from this one tweet aren’t limited. It may generate interest in your brand and may even get you a few leads. What this test teaches us, however, is that Twitter can be used as a content marketing laboratory of sorts.

    Social media marketing is a delicate dance that many business owners don’t have time for (or even the skill to be successful). Recruiting a digital marketing consultant like me can help you get the quickest ROI and more. Contact me today at (956) 566-4998 to find out how we can turn your social media marketing into a lead-generating tool.

Entrepreneur Tips

Three Quick Tips on How to Build Strong Customer Relationships

Building customer relationships is a fundamental process that you need to master in order to run a successful business. But what is customer relationship truly defined as?

Does it mean that you have to send out a birthday card to every customer?

When you have been around the digital marketing block as much as I have, you pick up on the value of customer feedback and use their insights to strengthen your relationships, thus building a strong foundation to support a successful business.

So, to maximize all of your website’s potential, today we are going to focus on how to build customer relationships that can help grow your business. You’ll want to focus on the following key elements to really distinguish yourself from your competition and to elevate yourself in the eyes of those that really matter – clients.

1. Build Up Customer Trust

Everyone can agree — as cliché as it may sound — that a strong relationship is rooted in an even stronger foundation of trust.

Especially when it comes to digital marketing. Trust is everything. If a customer doesn’t trust your expertise because your business website is lacking meaningful information about your company, services, or reputation, chances are they won’t be providing you any of their own information that is needed to get them into your sales funnel.

If you don’t project yourself as being trustworthy, it can be really hard to convert. Luckily, there are a few actions you can take to build up trust including:

  1. Establishing your business website as a trusted source of content. Build up a solid base of information that your potential customers can turn to that highlights your expertise and knowledge about your industry. Inform site visitors about what they can expect after they have purchased your product or service.
  2. Ensure that your product or service is dependable. Shoddy products or poorly designed services will cause your customers to lose trust in your brand. Dependable products tend to keep customers happy about their purchase, and a happy customer makes for a great advertiser.
  3. Anticipate your customers’ needs and offer a solution. Customer service 101: A customer is more inclined to trust a business if the business is putting the customer’s needs above their own.

2. Establish Strong Lines of Communication with Your Customers

The only way you will establish a strong business relationship with your customer is by using avenues of communication effectively. That means polishing up your social media skills, dusting off that email list, and taking your blog posting to the next level.

According to Statista, 41 percent of U.S. social media users expect a reply within a 24-hour period. Social media, when done right, establishes a two-way communication pipeline from business to customer. It is a place where customers can offer their opinion on products and services, vent about any sort of concerns that are bothering them, or review whatever your business provides.

On the business side, it gives your company the opportunity to not only supply some A1 customer service, but to show other profile visitors that you are willing to go above and beyond to fix any issues a customer may be experiencing. That could score you some major points with potential customers because it shows that your company is attentive to its customers’ needs.

Giving your customers the option to opt into an email list helps you send out valuable news and information about your products or services that may be relevant to their interests.

Lastly, a blog can act as a form of communication. If you’re content marketing, you’re already attracting traffic to your website—roughly—based on your keywords and Google ranking. You can gather feedback from customers moments after your blog has been posted.

3. Treat Your Loyal Customers Right

According to an article in Forbes, research done by the Gartner Group, showed that 80 percent of your company’s future profits will come from just 20 percent of your existing customers.

In that same article, it was shown that an increase of 5 percent to your retention rates can yield a profit increase by 75 percent.

Let that sink in for a moment.

Since the majority of your company revenue is generated by customers that have already purchased a product or service from you, wouldn’t it be logical to then ensure that you keep a positive relationship with them?

I’m not saying to go all out and find out intimate details of your existing customers, but showing a little appreciation can go a long way when solidifying that connection.

To do so, you’ll want to:

  1. Keep in touch with them. This is why having an email list is really important. By having their email, you can send out notifications for special sales on products or services that they like based on past purchases or abandoned carts.
  2. Send out tokens of your appreciation. You can also send out coupons to your existing customers to entice them to try out other products or services that you have, exposing them to new items.
  3. Distribute helpful insight. Your existing customers may have purchased a product or service from you without knowing the full extent of how it works or affects them. Distributing helpful information through blogs and other forms of content marketing could save them from having to look it up themselves or through trial and error. This is also perfect for distributing news about upcoming products or services relevant to their interests.

When all is said and done, a loyal customer is also a great advertiser. If you take great care of your existing customers, they can help you bring in new customers.

Building customer relationships should be a priority for your business. Contact a seasoned digital marketing consultant like me, Mauricio Piña, at (956) 566-4998 to concoct a winning strategy that focuses on building relationships and increasing sales.

Content Management SEO

Beef Up Your On-Page Optimization Game With These Three Quick Tips

Let’s face it. Sometimes it’s hard to keep up with all of these updates that Google implements on a frequent basis.

Even for a seasoned search engine optimization expert and digital marketing consultant like me, Mauricio Piña, it can sometimes be difficult to keep track of what works and what doesn’t after an update to Google’s core algorithm, but lucky for us, there are some fundamental things that hardly ever change.

And a lot of it has to do with how your on-page optimization is set up. Today, we’re going to discuss how to beef up your on-page optimization so that your website can climb—and stay—high in ranking.

But First, What Is On-Page Optimization?

To put it simply, on-page optimization is a special modification of individual web pages in order to earn relevant traffic and raise higher in Google’s ranking system.

What exactly is modified? That depends.

On-page usually refers to content that is on the page as well as HTML source code that can be modified—or what we in the industry call “optimize”. Since Google is updated constantly, sometimes what works one day doesn’t work as well as it should the next day.

That’s why hiring a digital marketing consultant is a valuable business decision. Running a business is hard enough without a digital marketing plan, but having an expert that can advise you with all of the latest information about on-page SEO, even off-page SEO, and the like is crucial to staying on top of the search engine results page (SERP), maximizing your revenue by being visible to more potential customers.

So without further adieu, here is what can be done to make sure that your on-page optimization is on point.

1. Avoid Low-Value Content Writing and Coding Tactics

Your content, in a nutshell, should not only answer your visitor’s questions—whether it be about your product or service—but it should also help them understand the purpose of your site and guide them throughout it as well.

While our first instinct may be to focus on writing content that is solely geared toward ranking high in search alone, it is pertinent to understand that ranking high is an added benefit. Your true focus should rely on helping searchers, even when they become visitors.

How? By remembering Google’s golden rule: Thou shalt create valuable content.

To ensure that your content is attracting the right traffic to your site, you’ve got to play by Google’s rules, meaning you should avoid:

  1. Thin Content – This type of content is generally defined as content that offers little to nothing of value to the visitor. Back in the old days, in order to compete with other websites, it wasn’t unusual to have content that was used—or duplicated—across many other relevant pages of product that you wanted to sell. It also wasn’t unusual to have nearly the same content on those pages with the keyword being the only distinguishing factor.
  2. As one particular example, this happened a lot with local businesses that would create multiple pages of the same content targeting regions or cities they wanted to pull clients from. The only thing that was different about these pages were the location keywords. This content would ultimately prove to be of little value to visitors, causing them to leave and increasing the business’ bounce rate.

    Before this problem was rectified in 2011 with Google’s update Panda, taking advantage of SEO in this manner was the norm, and it spawned much low-value content all over the ‘net. Now, Google rightfully demotes websites like this in an effort to keep the high-quality content that helps the most people ranking high in the SERP.

  3. Keyword Stuffing – Back then, keyword stuffing is something that a lot of digital marketers did in an effort to rank up their keywords.
  4. When Google was still figuring out all of its semantics, it wasn’t unusual to see pieces of content pop up here and there that were loaded with keywords. For example, let’s assume that you are generating content that has a keyword of “cherries”.

    “Are you looking for cherries in Austin, TX? Hi, I’m Tom, and I pick cherries in Austin, TX! I am the best picker of cherries in Austin that you’ll ever find. These Austin cherries…”

    You get the gist. It wouldn’t be long until Google determined that content stuffed with keywords was considered low-value. Reading it comes off unnatural—almost robotic or auto-generated—to the reader, and no one wants to read something like that. It turns visitors off, leaving you with nothing but an increased bounce rate.

  5. Hiding Text in Your HTML Code, or “Cloaking” – As a general guideline, you want to keep the text within your HTML visible. Why?
  6. In short, you want web crawlers from search engines to see the same content that a visitor would see. When this guideline is broken, it is called “cloaking”. Search engines normally don’t take too kindly on cloaking and will prevent these websites from ranking in the SERP.

    However, Google will, in certain cases, allow cloaking if it contributes to a positive experience for the visitor.

2. Optimize Your Images

An image-heavy website can weigh you down in terms of ranking. Images take time to load, and if your website takes a long time to load—over 3 seconds—then you could be penalized for it.

Luckily for us, that is why we can utilize image compression to our advantage. Because there is no particular “one size fits all” aspect in web design, image compression is the next best thing.

A bevy of options await for anyone interested in using image optimization to improve their Google ranking through on-page SEO. Compression tools like Optimizilla works wonders in compressing images, but you could use other options like “save for web” or tinkering with image sizing if you know your way around that.

Another tried and true way to optimize your images is by choosing the right format for your image. To put it simply:

  1. Gifs are the perfect format for images that need animation.
  2. If high image resolution isn’t a priority for you, use JPEG and test its different compression settings.
  3. If you do need higher image resolution, use PNG-24 for images that have a multitude of colors and PNG-8 for images that have less.

You’ll also want to adjust your thumbnails accordingly, and while you’re at it, make sure that your alternative text describes images for the visually impaired. By doing this, you are providing context of the image to your visually impaired potential customers, increasing your earning potential and becoming a trusted—and frequently visited—source for visually impaired customers interested in purchasing your product or service.

Oh, and web crawlers also gather information about your images from the alternative text, so having an accurate depiction of your alternative text is essential to these little friendly bots and the search engines they serve.

3. Make the Most Out of Meta Descriptions

In short, meta descriptions detail what your website is about to searchers. It is the few sentences below the link to a website that describe what that website is about that you would see after a quick Google search. They are normally created through HTML elements that are nested into the head tag.

You’ve got around a 150 to 300 character limit to make an effective meta description. That’s it. Within that limit, you’ve got to make sure that you have:

  1. An effective Call to Action.
  2. Your brand name visible.
  3. Your geographical location visible.
  4. Any featured details regarding your business.
  5. Any sort of unique value that your business offers.

Make sure that your meta descriptions are relevant to the content on your website. It should essentially summarize the key concept or purpose of your business without giving away too much information that won’t lead a searcher to click through.

Google frequently chooses and displays text that is relevant to the searcher’s query on the SERP. While this helps your meta descriptions for searches that are more unique, you cannot afford to leave out an effective meta description. Google may not consider meta descriptions a ranking factor, but they sure do help your click-through rate.

With These Three On-Page SEO Tips, Paired With Great, Valuable Content Meant to Inform and Entice Your Visitors, Reaching High Search Engine Ranking—And Staying There—Is Easy, Especially When You Have an SEO Guru Like Me, Mauricio Piña, By Your Side. Contact Me at (956) 566-4998 Today.

Digital Marketing

What’s the Word: 19 Digital Marketing Terms You Need to Know


The world of digital marketing, just like any other industry, has its own jargon, acronyms, and technical terms that can seem like a totally different language if you aren’t in the know. While it can potentially take you some time to become familiar with them all, it doesn’t hurt to start getting your feet wet.

Let me, your digital marketing consultant, give you the lowdown on some of the most common and important digital marketing phrases used in the industry.

The Power of Words

If you’re new to digital marketing, then you’re going to want to bookmark this blog or even print it out. There is great power in these words:

  1. Audience: This is the group of people or demographic that you are targeting with your digital marketing efforts. Search engines like Google and social media platforms like Facebook offer various tools to reach these individuals that may share the same characteristics.
  2. Analytics: This is the data found through your website, social media campaigns, content marketing campaigns, and email campaigns. This information can include traffic numbers, conversion rate, bounce rate, engagement, site speed, and much more. They should also be used to improve your website and digital marketing efforts.
  3. Bounce Rate: Your bounce rate is the percentage of people who visit your website and leave after viewing just one page. You want this rate to be as low as possible.
  4. Call-to-Action: A call-to-action – or CTA – is a piece of content designed to get your audience to perform an action. CTAs tend to contain action words and verbs such as “call now,” “click here,” “visit our website,” etc.
  5. Click-through Rate: This is the number of people that have clicked on a link in your email, display ad, social ad, or on a call-to-action (CTA) in a blog post. For example, if your display ad was seen by 100 different people and only 10 individuals clicked on the ad, this would give you a 10% click-through rate.
  6. Content: Content is the material that you publish online related to your business. This can include videos, social media posts, articles, blogs, and other forms of content that all build brand awareness and establish you as a quality expert.
  7. Conversion Rate: This is the percentage of people who take the action that you want them to on your website or ad – but this isn’t to be confused with only sales. This can include having individuals submit their emails or signing up for a webinar.
  8. Cost Per Click (CPC): Cost per click refers to the amount paid for having an individual click on your display ad. The amount you pay will vary depending on how competitive the terms are that you want to be known for, the industry you are in, and several other factors.
  9. Digital Marketing: Suffice to say that digital marketing is here to stay. It’s a way of marketing and promoting brands using various digital channels including websites, social media, content, search engine, display advertising, and other forms of media. Digital marketing requires plenty of data analysis to make the most of your efforts.
  10. Engagement Rate: Engagement is the number of times somebody interacts with your content, whether it be likes, shares, comments, or any other number of actions that can be performed. This term is related much more to social media marketing.
  11. Impressions: Impressions is the number of times people see a specific post or content. But this doesn’t mean that they necessarily engage with it.
  12. Keywords: Keywords are essentially the words that you want to be recognized for when people search for a specific service or business. You’ll have to do some research to find out what these terms are for your business (i.e. restaurant in McAllen, dentist in Austin, lawyer in Houston, etc.)
  13. Landing Page: Landing pages are generally stand-alone pages that provide some sort of offer related to your business. Ideally, you CTA is clear, and your landing page content encourages visitors to take action.
  14. Off-Page Optimization: These are the SEO practices you use to improve your organic search rankings but which take place away from your website.
  15. On-Page Optimization: These are the SEO practices you use to improve your organic search rankings by improving internal site factors like meta tags, internal links, content, and more.
  16. Organic Traffic: Organic traffic comes through when people enter the keywords related to your business and find you through the search engine results page.
  17. Paid Traffic: Paid traffic is the traffic your website receives when people click on your ads. Since you paid for the add, you are essentially “paying” for the traffic.
  18. Search Engine Optimization (SEO): Search engine optimization is the strategies and techniques used to get your business website on the first page of the search engine results. This includes a wide variety of practices including: content creation, link building, on-site and off-site markup, and so much more.
  19. Unique Visitor – >Unique visitors are technically considered a “new” visitor to a website within a given time frame.

 

And last but not least…

(20) Digital Marketing Consultant –

This is what I do. With my years of experience in the world of digital marketing and website design, I can provide you valuable insight and information to help you build an amazing digital presence.

These terms are just touch the tip of the web design iceberg. Why don’t you contact me, Mauricio Pina, at (956) 566-4998 for a one-on-one consultation where I can teach you everything you need to know about digital marketing.