Alphagraphics blog

Tag: social media

On-Page and Off-Page SEO: Separating Two Sides of the Same Coin

Many small businesses are already familiar with the beast of burden that is SEO. You’ve been told time and again by marketing gurus and other professionals that SEO is critical to business success in the Internet Age. Telling you again doesn’t make it any less true, however breaking it down and simplifying it might make it a little more understandable for the common business owner! On a macro level, the overall concept of SEO can be split into two distinct, yet equally critical focuses: on-page and off-page SEO. Understanding both sides of this same coin offers great insight into some of the core tenants of SEO and how they all come together to boost your business’ success. On-page SEO Think of on-page SEO like looking at the outside world through the windows of your home—you’re inside, and everything else is outside. Everything involved with on-page SEO is done right at home: on your website. Some examples include:
  • Optimizing your website’s text to contain relevant keywords that people might be searching for in search engines.
  • Having markups in your website’s code that tells search engine bots how to behave when they’re on your website.
  • Managing meta-data so that external websites pulling information are met with properly formatted, accurate datasets.
On-page SEO is all about building your website and all of the information on it to make it as easy as possible for people to use it and for search engines to find the answers they’re looking for. Having good on-page SEO means creating a beacon on the World Wide Web that sends a signal to search engines that your website is open and ready for business, and that you’re intent on helping your customers find what they need, be it information, products or access to a guru. Off-page SEO Everything not done on your website, yet still done for your website, is considered off-page SEO. It’s like landscaping your property: you might not be doing any work to your house, but you’re still working to increase its value! Some examples of off-page SEO include:
  • Sending out a press release about your business, with links back to your website.
  • Guest blogging on an industry website, to share your brand’s expertise.
  • Re-selling products on Amazon or hosting videos on YouTube.
Off-page SEO is all about helping your website rank higher and become an authority for its core focus. The more places online that are saying your name, giving you credit, linking back to you, etc., the more clout you’ll develop and the bigger your reputation will become. With great off-page SEO, you’ll be weaving a web across the Internet that helps create paths back to you. Whether you’re building sales funnels or establishing a repository for information, off-page SEO is a critical focus that broadens your reach online. Putting the two together On-page and off-page SEO, as mentioned above, are two sides of the same coin: you can’t have one without the other. Building focus for both on-page and off-page also means building leverage for your brand in two different ways that have crossover appeal. For example, your on-page SEO efforts to boost conversions may actually draw in new customers, while your off-page efforts in building a brand name might actually help bring focus to a specific product you offer. When you put the two together, you’re putting together the pieces of the puzzle to digital success. Making your website easier to find and easier to use means building a presence on the Internet that’s sustainable and defining. Even if you don’t quite understand the nuances of SEO, it’s important to understand the concepts. Talk to an AlphaGraphics professional today if you need SEO help—both on-page and off-page—and learn more about what steps you could be taking towards success online. Read article →

Using Social Media in B2B Marketing

As a B2B business, do you feel left out of most social media marketing conversations? Without flashy new products to showcase or mass market appeal, it can seem like social media just doesn’t make sense in the B2B world. We have news for you: social media has matured, and it’s absolutely worth the investment for B2B companies! In the B2B world, there are three ways to strategically use social media:
  • Expand your brand’s reach
  • Engage your existing customers
  • Offer relevant expertise
  • Focusing on these three goals to leverage social media to your advantage means bolstering your business’ appeal to potential clients—even if your prospects aren’t directly active themselves on social platforms! ExpandSocial Media Social media can accomplish many things, but presumably you’re hoping to create more qualified leads. Social can be a great tool for lead generation, but only if you treat it as a long game and invest resources to create robust, regular, and relevant content. Analyze where your current customers are spending time and seeking information. You may already be interacting with them on social media without a formal strategy, and that’s a great place to start! Beef up your interactions and content creation on those platforms, and focus on quality of engagement over the quantity of social tools you’re using. Engage A big difference between B2B and B2C is the length and complexity of sales cycles. Converting a lead to a sale often requires multiple touches over time, rather than motivating an impulse purchase. This means keeping current on your social media campaigns and working to develop them over the long term. For this reason, we recommend not thinking about your social media engagement as a series of specific campaigns. Rather, think about using social platforms to build on existing conversations. How can social media tools make that relationship management easier and more robust? Expertise Since the sales cycle in B2B is longer than in B2C, you need to keep your potential customers coming back for more. Social media is an ideal medium to establish yourself as an industry thought-leader or a highly responsive resource. To showcase your expertise, establish a content management plan that makes sense for your brand. If you’re already publishing resources like whitepapers or writing a blog, social tools can expand your readership. Consider offering premium content to email subscribers or your social media followers. As you use these strategies, don’t overlook the importance of collecting data about your potential customers. Invest in a CRM tool that can sync with your social media efforts to track engagement and secure valuable contact information. While you build your social media strategy, identify what metrics you will measure. A good CRM database can document your interactions and tell you about the effectiveness of your social tactics. Does a LinkedIn follower have more value than someone who likes your Facebook page? Are your Twitter conversations leading to qualified leads? Understanding your ROI will help keep you focused in a crowded social media world. The end result to a more sophisticated social approach is a better lead pipeline. Read article →
    May 06 / 2016

    It used to be so easy … Part 2

    In our last blog post, we touched on websites and the need for constant change and updating to stay relevant to your followers and consumers. It used to be good enough to place an ad in yellowpages and/or build a simple website and the customers would flock to your doorstep. Those days are long gone and have been for quite some time.   We live in a competitive age that requires active change. This is the case for our websites and it most certainly is the case for social media plans.   Think about your favorite brand, it can be in any industry. Do you follow them on Facebook? Twitter? Instagram? How often do you check for new content on their social media site? If your favorite brand posts once a month, do you continue to check their site daily? Probably not. In fact, you probably stop following them. They’re irrelevant.   Now, consider the fact that your favorite brand is posting daily or 3-4 times a week. You are constantly visiting their social media site, right? You don’t want to miss relevant and valuable content and information. This is how social media works. In order to stay relevant and engage with your audience, you HAVE to be consistently engaged with them. Engagement doesn’t work if it’s few and far between.   Social media can be a wonderful communication tool that allows your brand to feel human and connect with the target audience on an individual level. If used correctly, it can do wonders for your brand and improve customer relations. On the other side, it can prove to be irrelevant and hurt your brand if not used wisely or consistently.   Social media is often a task that is passed or delegated on to the intern, temp or assistant. This is simply bad practice. Social media is part of your brand, your customer service and your voice. This isn’t something to take lightly and pass on as a minor job task nor is it something that is as easy as placing an annual ad in the yellowpages. Social media is an undertaking that needs to be budgeted and executed at a high level. There needs to be strategy, plans, research and analysis. Social media is a fundamental communication tool that needs to be carefully considered. Develop a social media plan and understand that it can serve your brand as a 24-7, 365-day representative of your company.   Your competition is using social media to build relationships and trust with your targeted customers. Are you?   Follow and engage with us at our social media sites by clicking the links below: AlphaGraphics Facebook AlphaGraphics Twitter AlphaGraphics LinkdIn AlphaGraphics Google+   Read article →
    October 28 / 2014

    Are Your Customers Paying Attention to You?

    If you want to test whether or not your customers are engaged with you, answer the following questions: (more…) Read article →

    Get Off the Tail

    AlphaGraphics LongTailGraph

    What's the tail? In 2004 Chris Andersen popularized the concept of the long tail distribution model for retailers. The idea hinges on growing a business by selling less of more. Amazon is a great example of a long tail business model. By offering a simple way for authors to list and sell their books, Amazon has attracted millions of authors (and become a multi-billion dollar operation). Well that’s great for Amazon, but what about all the millions of authors like yourself? Do you want to sell less of more? I doubt it. You want to move off the tail toward the head and eventually make it to that thin sliver of blue at the top of the chart. (more…) Read article →

    The Rise of New Media

    AlphaGraphics Riseof NewMedia Banner 66 percent of social media participants note that interaction with brands online has made them more loyal to those brands. Over the past decade, the world’s stage has become bigger. We no longer rely solely on traditional means of communication to reach our customers, but rather an expanded stream of different channels. New media like social networking and real-time information sharing now occupy a greater presence in society than just television and radio. But with this rise of “new media” comes another need—the need for your business to adapt. (more…) Read article →
    August 02 / 2011