Kris Clark Marketing Consultancy

Tag: #onlinemarketing

  • The Yellow Pages and Chat GPT

    The Yellow Pages and Chat GPT

    Okay, children, sit down, and Grandma X is going to tell you a story. Once upon a time, we had to look up companies (and people) in printed telephone books. Businesses were listed in the Yellow Pages, arranged by type of business, and then the listings were in alphabetical order. So if you were, say, a print shop, you might have thought it was really clever to call yourself AAA Printing. That way, when someone looked up “Print Shop” in the Yellow Pages, you would be first. Great.

    So, let’s say print shops, XYZ Printing and AAA Printing, are both located near a university. This university’s master’s students need to deliver their thesis in five hard copies bound in magenta. XYZ creates a website with their location, directions on how to get there, their services and prices, and in the months of May and June, a lead magnet that they have a special on magenta hard covers and if you deliver the text by Tuesday, they can have it ready by Thursday. AAA decides not to bother and only has a standard Google listing with their name, address, and telephone number. Are you still with me? The old search was “town + print shop,” so both would pop up, and you could call. Now we say to Chat, “find me a place close by that I can get my master’s thesis printed and bound.”

    Guess which print shop pops up? And why? How do I ensure Chat finds me? Well we have to do the work to help answer the question.

  • From Resolution to Reality: Why March Is the Perfect Time to Realign Your Marketing Goals

    From Resolution to Reality: Why March Is the Perfect Time to Realign Your Marketing Goals

    The confetti has settled, the champagne flutes are rinsed clean, and a new year stretches before us brimming with possibility. We’re energized by the idea of a fresh start, vowing to hit those KPIs and smash those marketing goals. But as February fades into March, a familiar feeling might start to creep in: déjà vu.

    Why is it that so many well-intentioned resolutions fall by the wayside by spring?

    Here’s a thought: maybe the problem isn’t with you, but with your approach.

    The Illusory Ease of Automation

    In the age of marketing automation tools, it’s easy to fall into the trap of believing that technology is a shortcut to success. Reservation modules, payment gateways, and website chatbots promise a frictionless experience for your customers, but they often overlook a crucial truth:

    These tools are designed to streamline the customer journey, not the business owner’s journey.

    While a seamless online experience is essential for conversions, the back-end requires constant vigilance.

    • Are your appointment times accurate across all platforms?
    • Are you confirming appointments promptly?
    • Is your shopping cart functioning flawlessly?

    The reality is, you don’t need ten different payment processors. In fact, offering too many choices can confuse customers and hinder conversions.

    The same goes for appointment scheduling and communication tools. If you prefer email bookings, there’s no point in offering a chat module that you’ll never monitor.

    Beyond the “Build It and They Will Come” Mentality

    The days of passive online success are long gone.

    In today’s competitive landscape, social proof, positive reviews, and strategic marketing are table stakes.

    Running an online business requires just as much dedication and hustle as a brick-and-mortar store. The ability to work remotely can sometimes blur the lines between work and personal life, leading to burnout.

    So, how do we break free from this cycle of unrealistic expectations and rekindle the optimism of the new year?

    The Power of Data-Driven Realignment

    Early March, with its quieter pace, presents the perfect opportunity to take a step back and reassess your goals.

    Here’s your roadmap to realignment:

    1. Break Down Your Business Plan:
      • What products or services do you offer?
      • What are your core competencies, and what can you realistically outsource?
    2. Identify Your Goals:
      • What do you want to achieve this year?
      • Be specific and measurable.
    3. Leverage Data:
      • Look at your website analytics, customer engagement metrics, and sales data.
      • What’s working? What’s not?
    4. Refine Your Approach:
      • Based on your data, refine your marketing strategy and optimize your marketing automation tools.
    5. Embrace Help:
      • You don’t have to be a jack-of-all-trades.
      • Delegate tasks to qualified professionals to free up your time and energy.

    Remember, it’s okay to course-correct!

    The new year is a time for fresh starts, but progress isn’t always linear.

    Embrace data during March for realignment. This approach ensures that your marketing efforts are targeted and efficient. It leads to long-term success.

  • Elevating Your Content: The Power of Building Authority in SEO for SGE

    Elevating Your Content: The Power of Building Authority in SEO for SGE

    Welcome to the second blog in my Google SGE Series! In this blog a dive into the crucial aspect of content creation: building authority. Authority isn’t just a buzzword; it’s a cornerstone of effective SEO and content strategy. 

    First let’s define authority in the context of content. Authority refers to the perceived expertise, trustworthiness, and credibility of your content in the eyes of your audience and search engines. The more authoritative your content is, the higher it’s likely to rank in search engine results pages (SERPs), leading to increased visibility and engagement. 

    So, how do you build authority in your content? Here are some practical tips to get you started:

    1. **Create High-Quality, Valuable Content**: Quality is paramount. Focus on producing content that addresses the needs and interests of your audience. Don´t just jump on a trend but try to provide unique insights, and offer actionable advice that sets your content apart from the competition. I follow several continous learning courses to make me a better marketer and use that knowledget to write these articles to offer insights and encouragement to small business owner.

    2. **Back Up Your Claims with Evidence**: Don’t just make bold statements—support them with evidence. Incorporate data, statistics, case studies, and expert opinions to add credibility to your content. By backing up your claims, you demonstrate authority and build trust with your audience. A claim can be something like being all natural – show the source of your ingredients, show the chain, show the production process. Be transparent and evidence will happen.

    3. **Maintain Consistency Across Platforms**: Consistency is key to establishing authority. Ensure that your brand voice, messaging, and visual identity remain consistent across all digital platforms. Consistency fosters familiarity and reinforces your brand’s credibility in the eyes of your audience. In my case there is an abundance of pink and flowers. Next to articles about inspiration and marketing and a bit of pedantics about metrics.

    4. **Engage with Your Audience**: Actively engage with your audience through comments, social media interactions, and feedback channels. Resn/pond to inquiries, address concerns, and participate in discussions to establish yourself as a knowledgeable and approachable authority figure. This can be daunting so think before you leap but it can be worthwhile. Good customer service means people will be more likely to recommend you.

    5. **Leverage User-Generated Content**: Encourage user-generated content such as testimonials, reviews, and user-generated posts. User-generated content not only adds authenticity to your brand but also serves as social proof of your authority and credibility. I had to really think here for my own example, in my case I would say it is cultivating the recommendations on my LinkedIn profile.

    It’s also worth mentioning the importance of authenticity in building authority. Authenticity resonates with audiences and strengthens the bond between brands and consumers. As I mentioned in the brand voice article, staying true to your brand values and communicating authentically can enhance your authority and credibility.

    Quite simply SGE will force us to be authorities in our read – so building authority in your content is essential for SEO success and audience engagement.

  • Understanding Google SGE

    Understanding Google SGE

    First in this series, an introduction to Google´s Search Quality Evaluator and its role in shaping search engine results.

    SGE is an experimental update to Google’s search engine that uses artificial intelligence to generate contextual answers to complex questions. 

    SGE leverages AI in order to enhance its search experience. The best thing is to read Google´s explanation located here.

    Important take outs

    Results will be served to us differently namely: 

    When appropriate, SGE will show an AI-powered snapshot to help people quickly get an overview of a topic, with factors to consider and helpful information.

    These snapshots serve as a jumping-off point from which people can explore a wide range of content and perspectives on the web. SGE will show links to resources supporting the information in the snapshot, so people can check the information and explore further.

    This allows people to dig deeper and discover a diverse range of content, from publishers, creators, retailers, businesses, and more, and use the information they find to advance their tasks.

    Pillars? What are the pillars of authority and how will that affect business and marketing? 

    This means that Google will place more value on the pillars of authority and expertise in web content. EEAT will become the new acronym to use as a touchstone for content. 

    To quote Google: E-E-A-T (is an acronym created by Google for Experience, Expertise, Authoritativeness, and Trustworthines). It is not a ranking factor but rather a component of Google’s Search Quality Evaluator Guidelines

    To sum it up simply – authority, trustworthiness and expertise. Don´t just write a peripheral blog about a subject you know scores well. Write a blog based on your company´s expertise by an authority on that subject within your company.

    Internal thought leaders, quality and informative content are what I see as key things to identify and start with.

    Next up: Building authority in your content.

  • Unveiling Google SGE: elevating your brand through authority and expertise

    Unveiling Google SGE: elevating your brand through authority and expertise

    Subtitle: Google SGE is coming!

    Google is always innovating and with the growth of Machine Learning (ML) and Artificial Intelligence (AI) they are rolling out Google SGE. Google SGE is Google Generative Search Experience and this will have an impace on companies and marketers. There is a lot to cover so I will split this into a series of 5 articles. Which I will then link back to this blog post.

    First up : Understanding SGE.

    The second topic is building authority.

    Time flies when you´re on a roll. 3rd blog is all about SEO

  • GA tips: top 5

    GA tips: top 5

    Navigating Google Analytics 4 (GA4) effectively is crucial for any business looking to understand their website’s performance and user behavior. Whether you’re targeting a global audience or a niche market, these top 5 tips will help you make the most out of GA4 for your marketing efforts.

    1. Set Clear Goals and Objectives This is crucial always – and especially with data. What are the metrics I need to understand what I am looking for? Just because something has gone up or down may not be bad for your goals.
    2. Master Event Tracking GA4 places a significant emphasis on event tracking, which allows you to monitor user interactions on your website. Events can include button clicks, video views, form submissions, and more. It is crucial to take the time to learn how to set up and track events accurately. This data is invaluable for understanding how users engage with your site and where you can make improvements.
    3. Utilize Enhanced Measurement GA4 offers an enhanced measurement feature that automatically tracks essential user interactions, such as pageviews, scroll tracking, and outbound clicks. Enabling this feature could save you time and provide valuable insights without the need for manual event tracking setup. It’s especially helpful for those new to GA4 or with limited technical expertise. However these are default settings that may also not be significant for your business so read these wisely.
    4. Customize Reports and Dashboards Take advantage of this feature by organizing your data in a way that aligns with your goals. You can focus on key metrics like user demographics, conversion rates, and traffic sources. Customization is also important as GA4 has set up some default items that might not really be interesting for your business.
    5. Stay Informed with Alerts and Predictive Metrics. Set up alerts to receive notifications when specific events or metrics reach predefined thresholds. This proactive approach allows you to react swiftly to significant changes in your data. Additionally, explore predictive metrics like potential revenue to anticipate future trends and make informed decisions.

    Learning your way around GA4 is important and you should take the time to understand it. As with all data sources – set clear objectives, understand event tracking, utilize enhanced measurement but cutomize reports. Don´t just look at the data and react – read it and think ´what does it mean to my business´.

  • Value Prop series: Reasons to believe

    Value Prop series: Reasons to believe

    One of the many pitfalls and traps is that (we) marketers love to use pithy phrases and abbreviations for things. Which often get interchanged and yet don´t mean the same thing. As part of the value prop series I am going to cover reasons to believe versus unique selling points.

    Both actually support the value proposition and all need to be true, interrelated and feed into each other. You can´t have a reason to believe that doesn´t relate to the core value.

    These two key concepts play pivotal roles in influencing consumer decisions: “Reasons to Believe” (RTB) and “Unique Selling Points” (USPs). While they both aim to convince customers to choose a product or service, they operate differently and serve distinct purposes.

    Reasons to Believe (RTB):
    RTBs are the supporting pillars of your brand’s promises. They answer the critical question: “Why should I believe what this brand is saying?” Essentially, RTBs provide credibility and validation for the claims you make in your marketing efforts. They are the evidence that backs up your assertions.

    Evidence. True, honest, authentic this is why you can believe what I am telling you. Do not say you have homemade soup and then open a tin (channeling my inner Gordon Ramsay there).

    Unique Selling Points (USPs):
    USPs, on the other hand, are the qualities or features that set your product apart from the competition. They are the unique and distinctive aspects that make your offering stand out in a crowded marketplace. USPs answer the question: “What makes this product different and better?”

    Distinctive, unique – what is the one key thing you do differently.

    The key differences can be summed op in Focus, Purpose and Timing.

    Focus: Reasons to believe focus on building trust and credibility by providing proof; Unique selling points focus on differentiation.

    Purpose: RTBs support the claims made in the marketing messges, USPs define the unique advantages of the product.

    Timing: RTBS typically come after the initial message to back up the claim. USPs are presented up front as attention-grabbers.

    While both Reasons to Believe and Unique Selling Points are vital components of effective marketing, they serve distinct roles in the process. RTBs establish trust and credibility, while USPs set your product apart and entice customers with its unique benefits. Both are important – both.

  • So – what is a conversion?

    So – what is a conversion?

    Title: Mastering Conversions and Events: A Kickass Digital Marketing Tip

    Want to unlock the secrets of conversions and events? Good as these are important – conversions are crucial to measuring success. But how to go about it?

    Define your conversion goals with crystal clarity. What actions do you want your website visitors to take? Whether it’s signing up for that rad newsletter, smashing that contact form, or grabbing your epic ebook, make sure you’ve got your goals locked and loaded. This way, you can focus on tracking and optimizing the stuff that truly matters to your business.

    Ride the Customer Journey; To nail conversions and events, you have to take the the customer journey. Break down the stages from never heard of you to converted and pinpoint the touchpoints where you track user interactions. This way, you’ll know which channels, campaigns, or actions are pulling in the big guns. It’s all about optimizing your marketing mojo to drive those conversions.

    Get Your Event Tracking going – Events?! They’re the secret sauce to measuring what users do on your website or app. Make sure you track the good stuff—button clicks, video plays, form submissions, and more. These little nuggets of information reveal how users engage with you, so you can bust through bottlenecks and supercharge your conversion rates. Make sure your event tracking matches your conversion goals, so you can measure how effective your marketing truly is.

    Google Analytics Goals: Say hello to your trusty sidekick, Google Analytics! This epic tool is your gateway to tracking conversions and events. Set up goals in Google Analytics to measure your marketing superpowers. Whether it’s completed events, hitting those destination pages, clocking time, or exploring pages like there’s no tomorrow, GA has your back. With goals in place, you can flex your conversion rates, understand user behavior, and see which marketing channels and campaigns are giving you the biggest bang for your buck.

    And as always : Optimize and Test. Optimization is an ongoing party when it comes to conversions and events. Dive into the juicy data from your event tracking and conversion setup. Find the sweet spots for improvement. And hey, why not throw in some A/B testing? Pit different strategies, landing pages, and calls-to-action against each other to see what rocks the hardest. Keep refining those goals, event tracking, and user experience based on what the data tells you. This is how you level up your digital marketing game and bring home the wins!

  • Tips: GA4 is on its way!

    Tips: GA4 is on its way!

    With (less than) a month to go before GA4 is the default setting we´re all way overdue to take a look at our conversions.

    In digital/online marketing, conversions and events play a vital role in measuring success and optimizing strategies. Understanding how to set up and track these effectively empowers you to make data-driven decisions.

    First step: before setting anything up it´s crucial to define clear conversion goals that align with your business objectives. What are the specific actions you want you website visitors to take. This help you to focus and optimize.

    Second: understanding the customer journey is key to effectively setting up conversions and events. Analyze the stages a user goes through, from initial awareness to final conversion. Identify the touchpoints where you want to track user interactions and set up corresponding events.

    This also helps to create insights into which channels, campaigns or actions are the most effective.

    Third: Event tracking – define and implement actions for specific events such as button clicks, video plays, form submissions or downloads. These events also help track engagement and also identify potentional bottlenecks. Again ensure that event tracking is aligned with your business goals.

    But don´t panic because as quickly as you have to define events and conversions – these don´t have to be set in stone. Important is to start from a solid plan based on your own business goals. And start small.

    It is even better to iterate. Measure, consider, tweak, repeat.

  • Tips: why SEO is not a simple solution

    Tips: why SEO is not a simple solution

    Full disclosure – it is always tempting to take something you do well, make it look even easier and then sell that as a service. That is the backbone of consulting.

    And many solopreneurs get boggled by all the terms we throw at them. SEO, SEA, SEM, CTR, CPC, ROI. As a business person, you know that SEO is important – you need to be found ! But what is it? And how do you do it?

    SEO (Search Engine Optimization) is not a simple solution because it involves a complex set of strategies and techniques that are constantly evolving. While there are some basic principles that remain constant, search engines like Google are constantly updating their algorithms to provide better search results to users. This means that SEO strategies that worked well in the past may no longer be effective, and new techniques need to be developed and implemented.

    Moreover, SEO is not a one-size-fits-all solution. Every website and business is different, and the SEO strategy that works best for one may not work as well for another. It requires a thorough understanding of the target audience, the competition, the industry, and the technical aspects of website optimization.

    In addition, SEO is not a quick fix. It takes time, patience, and consistent effort to see results. It involves creating high-quality, relevant content, building backlinks, optimizing website structure and content, and continuously monitoring and analyzing performance to make data-driven decisions.

    Lastly, SEO is not a set-it-and-forget-it solution. As mentioned earlier, search engine algorithms are constantly changing, and businesses need to stay up-to-date with the latest trends and best practices to maintain their search visibility and rankings. This requires ongoing research, testing, and optimization, making SEO a long-term and continuous effort.

    Everything in business and life if worth doing well but also requires thinking, rethinking and ongoing work—no simple fixes.