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Right Hand Planning is a professional marketing agency that develops marketing strategies that help brands build traffic, leads and sales.

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Marketing news and insights from Right Hand Planning.

Great Content Marketing Example

Pete Semple

Here's a short video showing interesting results from a study on procrastination. Read below for how it serves as a great content marketing example.

How Is It Content Marketing for Insurance?

It's an interesting video. And it's a GREAT example of content marketing from Prudential. There's nothing in the video itself about Prudential or buying financial planning services or insurance.

The topic of procrastination is only tangentially related to insurance and financial services in that they are products and services many consumers put off buying.

What Makes It Effective

It's on a subject almost everyone can relate to, procrastination. It's brief, informative, entertaining and well produced. Quite shareable too.

Remember toward the end of the video where there are blue screens with text describing the process and results of the study?

Did you notice that the blue color and font are the same as the Prudential brand? Subtle. And then the last title slide openly promotes the company and products.

Results

It would be interesting to know if it worked as a marketing tool. It would certainly seem to raise awareness that Prudential sells investments and insurance, which might be their goal. Will it sell policies? Only they know...

Content Marketing Isn't Surgery or a Shotgun Approach, It's Consumer-Based

Pete Semple

Cesar Milan Site Content Marketing
Cesar Milan Site Content Marketing

This is a great article from entrepreneur.com, "How Dog Whisperer Cesar Millan Learned New Tricks for His Website" about how a content marketing approach to site traffic and sales can be used to deliver the right content to the right user at the right time. We don't know anything about the Searchlight product mentioned in the article, but the overall approach to content marketing they talk about is one we also believe in.

“You can’t reach everybody with paid ads. You need to find ways to get into the target customer’s buying process earlier and to engage them across different channels with great content at key stages of the buyer’s journey.”

http://www.entrepreneur.com/article/249124

Small Business Marketing Planning and Budgets

Pete Semple

"CAN I SPENT $300 TO $500 A MONTH ON MARKETING?

Many clients or potential clients initially contact us wanting to do one marketing strategy, such as an SEO, Facebook or a PPC campaign on a limited budget. But we don't usually advise a single marketing strategy approach because it's unlikely to work.

Too Much Competition

The truth is, a single marketing strategy on a $300 to $500 a month budget is not going to provide the desired results because there's simply too much competition in every industry.

No matter what business someone is in, it's likely the top companies are investing more money and engaging in several inbound marketing strategies. Therefore, a single strategy on a small budget is not likely to have much of an impact.

"What Is A Good Small Business Marketing Budget?"

Read More

On-Site SEO Results - More Traffic and Sales

Pete Semple

This is a follow up to an earlier post, "Congratulations Reaching #1 in Google, Nadia" about the on-site SEO updates we did for a client that put it in the #1 position on Google for her most-searched keyword ("Los Angeles makeup artist").

It's Not SEO How, But Why

The most import takeaway from that post isn't what we did to improve SEO, but why we did it: To help her visitors and meet her business objectives.

Just by making the site more informative for her users and explaining the benefits of her professional makeup services we were able to demonstrate to Google that her site is a valuable and authoritative resource on that topic.

SEO Update Results: More Traffic and Sales!

Traffic Increase from SEO Updates
Traffic Increase from SEO Updates

In the months since the SEO improvements - and this includes adding a lot of new content - the SEMRush data show more traffic to the site and our business owner client is reporting more calls and appointments. We love it when a plan comes together!

Do you need new content or to have your website updated? We can help!

Give us a call at (281) 624-5835

Three Marketing Cases: Copywriting, PR and New Product Examples

Pete Semple

[Begin transcript of presentation below]

Here we take a look at three marketing examples, two from social media and the third is an interesting case we saw while out and about around town so let's take a quick look.

Twitter, Benefits and Positioning Example

Using Heritage position for old brand
Using Heritage position for old brand

This first example was spotted on Twitter and is from the LA Times. The copy is, “Support years of journalistic excellence”

Well, newspapers are obviously having a hard time keeping up online so I don't know that looking at their Heritage position and focusing back on their history is the best example to use newspapers struggle for relevance in the Digital Age. 

Also there's not a lot of reader benefit other than please support us and that’s sort of sad for a business struggling to keep up online.

Another approach would have been to focus on their shift to the online world and tie it to a benefit the reader, such as anytime online access. Then they could say something like, "The LA times now available on tablet mobile and desktop." Or "Do you know you can access and read us anywhere with the new digital LA Times?" So there's a copywriting example.

Facebook and Public Relations Examples

Using PR in Marketing
Using PR in Marketing

The next one is an interesting PR example. When we first clicked on this the title says obviously "Restaurants everyone's buzzing about."

When we clicked through there was only one restaurant so presumably they're promoting themselves as the one that everyone is buzzing about which is great, which is fine. I think when you click on it now they are a couple of other restaurants on that page and so it lends a little more credibility to have other restaurants around town listed also.

If you want to promote yourself though PR with a press release one smart way to do it would be to put other restaurants on there also that are either not in your neighborhood or category.

It could be a dessert restaurant if you're a dinner place or another completely different style of restaurant or be in another part of town.

If you put in two or three other restaurants and send it out to neighborhood web sites or local news outlets you would give them ready-made PR that has some sort of balance and credibility instead of the "all about me" traditional press release. This approach might result in some good coverage so your restaurant can be the one everyone is buzzing about, and that's great.

Just do it safely by including a couple of non-competing entities and I think this is something smart that feels like real news.

Warm the Market, Be a Category Leader

Warm the market to be category leader
Warm the market to be category leader

This little item we saw in the wood counter at a Starbucks in Redondo Beach, CA. We're not used to powering our phones and tablets and laptops yet on these recharging disks but this is coming out apparently.

And this company, rather than wait until the actual product is out, they're warming up the market and they're teaching people what this item is and to keep their eye out for it.

By doing educating people about this new way to charge your electronics early they're essentially positioning themselves as a category leader in wireless charging and their brand as the brand who brings it to you.

Their name is basically going to become synonymous for that type of technology so that's a really smart way to get started early even if your product isn't ready for market and especially if it's new or disruptive.

So that was really interesting see thing to see while jumping into a Starbucks one morning.

That's it for today but going back to the future with other working examples we find online and now the real world.

Thanks!

Congratulations Reaching #1 in Google, Nadia

Pete Semple

#1 in Google SEO Nadia Shalini
#1 in Google SEO Nadia Shalini

Followup: See the traffic increases that resulted from this SEO update!

Ok, the headline's a bit of a #HumbleBrag because Nadia's our client and we just updated her website.

But let's look at what we did to see how a few on-site SEO improvements can help a lot...

Also, be sure to see the very bottom of this post for the most important SEO factor in any website update.

Top Position in Google

Nadia’s site nadiashalinimakeupartist.com is currently in the top position in Google for the search term, “Los Angeles Makeup Artist” - up from a previous position on page three!

Ranking Above Yelp and Local Listings

With her site appearing in the #1 "organic" positionit means she's seen above her competition in the most visible places - Yelp and Google Local. Google Local being the list of company names, addresses, phone number with pins on the small Google Map at right.

Top Keyword for Her Category

Added new related pages helped SEO
Added new related pages helped SEO

“Makeup artist LA” is the top keyword term for her category and being in the number one "organic" spot (top listing that's not an ad) means she's getting the majority of clicks from people searching that term.

On-Site SEO Changes Included:

  • New pages added
  • Use of related keywords - not just "makeup artist"
  • Headlines
  • Body copy
  • Page title
  • Meta descriptions
  • Photo file names, alt tags and descriptions

No "keyword stuffing"! The one thing we didn't do was use the phrase, "makeup artist Los Angeles" all over the site. We did add it in a few places, where appropriate.

What We Did

Since Nadia needed new pages anyway to flesh out her basic services, we were able to do several things that helped her SEO:

  • Just adding new material to a site is thought to get Google's attention
  • Increased related terms (Latent Semantic Indexing)
  • Added nearby location names - theLos Angeles neighborhoods she serves
  • Made her site load faster

Why We Did It

All of the changes were done because they needed to be done for various customer service and business and marketing purposes.

  • She added more pages with detailed information about her services to help her visitors get more information before booking an appointment.
  • We added copy about neighborhoods in LA she works in to help people doing local searches.
  • And site speed was increased to make sure people didn't surf away while waiting for the site to load.

Because she works in show business in Hollywood, the portfolio on her site has a lot of high resolution images that created more page load challenges than a typical site.

Adding New Pages Helps SEO

Part of her site update included fleshing out her makeup services from a one page listing to one page for each of the services she offers. This gave us a great opportunity to use a variety of related terms and concepts on her site.

"Latent Semantic Indexing"

This fancy term just means using words that go together naturally

The Dog: Chicago Style Hot Dog
The Dog: Chicago Style Hot Dog

Most of the new pages are are decent search terms of their own, like "bridal makeup" and together they support "Latent Semantic Indexing" (LSI) that is part of how search engines like Google understand a site. Latent semantic indexing or analysis is just a fancy way of saying some words and phrases go together naturally.

An example of LSI might be, if your site is about hot dogs, it would be normal to also see words like "ketchup", "mustard", "buns" and maybe "Coke" or even "baseball" or "summer" on the site as well.

Not All Google First Places Are the Same

It used to be when you got to number one in Google, you were there nationwide, for all searchers.

Today Google varies search results much more by someone's search history, their location, ongoing news and events and other factors known only to the Google Gods (and techies!)

So there's no resting at the top and the Humble Brag we started out with is a little diminished.

The Most Important Site Update Is Still...

Although traffic is still usually better when you're at the top, the most import aspects of this site update are that they were done to help her customers and help her business.

The fact that Google took notice of Nadia's site and presented it first as a relevant resource supports the idea that doing what's right for your visitors and business is the best SEO strategy.

Photo by:

Arnold Gatilao

The Dog: Chicago Style Hot Dog