1. Establish Your Company Values 

What kind of travel experience do want your company to represent? Are you exotic and adventurous or quiet and comfortable? Does any of your products or services benefit the environment and/or include fair-trade practices? Identify what your company stands for and work with a designer or marketing agency that has designers to include visual elements and persuasive body copy that accurately portray and represent what your company stands for. 

2. Identify Your Audience’s Interest

Find out what interests your target market. Is there anything specific that a lot of people in your target demographic talk about? Ask: who, what, where, when, how, and at what time? You can gather this information through user persona profiles, social media, and competitor research. Think about how you can create content from it. Examples include a FAQ section on your website, host live Q & As on social media, a how-to video, or surveys through email marketing. Once you have built an audience continue to build off that information with Google Analytics with your Website, Google Ads, Social Ads, and interactions from other digital marketing avenues. You can use data to help inform future projects. 

3. Choose Formats Popular with Your Target Market 

Short-form video is popular with young gen z and millennials, but not every piece of content must be in this format to get views. Look at different content styles on the social media platforms you are on. For example, on Instagram carousels often get high engagement rates. Your business could create a “what to bring to ______” post. Then include branded items and include “anything we missed?” statement at the end to encourage interaction. May sure to switch post types a few times a week so existing followers don’t get bored. 

4. Create Immersive Content 

With new technologies you can create or integrate exciting digital experiences on your website and social media accounts. VR, augmented reality, and Google Maps are a few ways to this. Since you are in the travel industry, this is a great way to create sneak peeks of tours, trips, or products in use. You want to entice the client to stay and interact with what your company has to offer. If create a positive and exciting experience online, they are more likely to trust and choose you over a generic company. 

5. Create a Unique Style

With competitive research you may be tempted to recreate popular layouts and slap your logo on it. At best you could lose potential clients due to brand confusion, at worst, you are accused of plagiarism and get into legal trouble. Make sure you are adding and changing up photos, videos, motion graphics, and body copy tone of voice to create something that is identifiable uniquely to your company. Not only will you stand out from the crowd, but you will create trust with your audience.  

Need help creating effective branded content? Call 248.528.3600

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 Avoid keyword stuffing for SEO

 Avoid plagiarizing body copy 

Avoid pulling images straight off Google & stealing artwork 

Avoid spamming email marketing

Avoid posting only selling content on social media 

Avoid AI generated content if unfamiliar with the tools & copyright laws 

 Avoid prioritizing traditional marketing over digital 

Avoid not proof-reading social copy 

Avoid hiding cost for ecommerce 

Avoid making hard to cancel subscriptions 

Avoid inconsistent branding 

Avoid vague creative goals 

Avoid ignoring data tracking 

Avoid these tactics by working with us! Call 248.528.3600

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1. Perform Competitive Research & Find Relevant Keywords

Look at your competition to see what their successes and mistakes are. See if any successful design elements or body copy tone that can be tailored to your unique company brand. By researching their negative reviews, you can avoid any obvious mistakes that have already been done by other companies your similar industry. Also use Google’s Keyword Planner to discover search engine friendly keywords you can use in your website’s headings and body copy. Incorporating relevant keywords will not only separate you from the competition but increase your value to Search Engines like Google and your potential clients searching from products or services like yours. 

2. Optimize Your Website’s Content for Mobile

Most searches come from users on their phone. Google also uses mobile-first indexing that prioritizing mobile-friendly design. If you want rank higher on SERPs, your website must be responsive and load fast. While most web templates come already responsive, it is still wise to check on your phone to see if any content or photos gets cut off or if your website loads slow. You may need help from a digital marketing agency if you can’t fix any cut off content on your own or if the template you chose is buggy and loads slowly. 

3. Set up Google Search Console

 Google Search Console is a tool that allows you to submit your website to be indexed, as well as view data about your website’s traffic and performance. This is useful for successful long-term SEO plans, digital marketing, and performance of your website. It allows you to view items such as user click-through rate and other performance elements. You can also keep track of any site errors that will help keep your website functioning optimally and prevent unsafe web practices. The data you gather will help you create comprehensive plans that don’t waste your money and maximize you ROI. 

4. Create a Sitemap and Submit It 

A sitemap contains a list of all the pages on your website in a single file. If you have a sitemap, this helps search engines index your website quicker and easier. Google has a tool that can help you create one or you can ask a digital marketing firm to help. It is also wise to include a link to your sitemap in your website’s footer. Once you submit your sitemap using web master tools, search engine crawlers will find your website and index for SERPs. The quicker this can be done more likely you will increase the rank of your website, thus gain more users and clients.

5. Add Structured Data Markup 

Structured data markup is a code that you can add to your website’s HTML code. It is used to help search engines understand the information on your website. This helps when trying to attract organic traffic. Structured data is a standardized format for classifying page content. For example, on a recipe page: what are the ingredients, the cooking time and temperature, the calories, etc. This will help your website become more engaging to your users leading to rich results. The more interaction users have with our website, the more value search engines register it as and keep it high on SERPs. 

Let us include a SEO plan with your new website. Call 248.528.3600

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1. User Interviews 

Go straight to the source. If you can have a one-on-one conversation with participants of your target market, then you find out directly what they want and need. While it is best to do this in person, this can also be done via virtual meeting or phone call. Pay attention to their attitudes, beliefs, behaviors, and experiences. Start will simple questions, then based on their answer go deep into the subject. If needed, have a list of pre-planned question ready, but make sure you are not too focused those questions that you don’t listen to the client. 

2. Surveys

Sometimes you only need info on a specific topic, or you need reactions after the purchase and use of your product or service. This is when you send out a survey to a large amount of your customers’ email. Make sure your email subject is clean simple and avoid all caps, you don’t want clients making the mistake of thinking your survey is a scam or spam. Keep the survey short, users are less likely to complete a long survey. If you want to provide an extra incentive by offering a discount to your store if they complete the survey. 

3. Focus Groups 

Gather a small sample group of your target market to discuss your product, service, or experience. Let them share their perspectives amongst themselves in a guided setting. This allows you to gain insights into the nuances and different types of views as individuals. This is especially useful when tailoring products, services, and experiences for individual clients, not just a whole demographic. Include a moderator so that they stay on topic and that they don’t influence each other too much. 

4. A/B Testing 

If you have 2 designs for your project, you can test them against each other. You can use live users or use A/B testing tools that can analyze your design and determine which your target market will gravitate to more. This is useful for designs that are similar but have a minor difference or the information is presented in a different order. If results come back overwhelming to 1 version, you can scrap the other. If your results are nearly even, you can chalk it up to personal preference and merge the two or provide personalized settings for the end user to allow them more control. 

5. Card Sorting 

This method can help determine items like website architecture. You break your products or services into categories. Using virtual or physical cards, assign each card an individual product or service. Provide them to the user and ask them to sort the cards into groups. The groups can be based on criteria based on user preference for example color, size, etc. This helps you identify patterns in what user views, which indicates what a user will like search when looking for a product or service like yours. You can then organize your website based on the results leading to the exact user experience your target market wants. 

6. Tree Test

Findability and usability of website content can be tested with the tree test method. This can be used as a follow up from the card sorting method or it can be used when you have large amounts of content, have multiple navigation options, or are updating your existing website. The tree test method involves asking participants to find specific items starting from the home page to the contact page. You give no indication of what the internal navigation or call-to-action buttons are but are allowed a few hints. This helps understand how users find and interact with your web content. 

Start a user-researched web project today? Call 248.528.3600

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Post and Advertise on Social Media 

Create a feed that is festive and fun. If you sell products supply gift guides. If you are a service-based company create a joyous atmosphere around your services. Contests and give aways are popular during the season because people are hoping to get a least one free gift for someone this year. Make sure the contest or give away is fun and rememberable that way the client will be encouraged to purchase something from your brand in the future. Take group photos of your company being charitable and giving back to your local community. 

Organize or Attend a Value-Added Sales Event 

Invite groups of people to your store for an exclusive sales event or attend a festival where there is a high influx of people holiday shopping. Both ways let you meet new customers and local business owners you may partner up with in the future. These person-to-person meetings allow you to create a positive experience for customers that they will remember off the holiday season, thus building brand loyalty and trust. 

Decorate Your Website 

Whether you are strictly a small online shop or a small local brick-and-mortar shop, it is fun to decorate your website. Having a holiday vide will get people in the mood and brighten their day. Add a Santa hat to your logo or any other item associated with holidays celebrated at this time. Add falling snow to your website or create a fun cursor to grab visitors’ attention. These will increase retention rates and increasing the likelihood of visitor purchasing an item. 

 Celebrate Small Business Saturday

Across your social media use #smallbusinesssaturday to promote your business. Many towns have various promotions such as special events, advertising gimmicks, and public relations initiatives to take advantage of. While this year it was on November 26^th, some locations celebrate this year-round. Use Saturday during holidays to promote your most popular sales item and be on the lookout for holiday specials you can offer based on your local Saturday activities. Don’t forget to update your Google Business profile with holiday hours and events. 

It is not too late to start holiday marketing. Call 248.528.3600.

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1. Add Internal Links to Your Holiday Pages 

PageRank is a Google ranking factor. It is important to add links from relevant pages or websites on your website to boost your ranking on SERPs. It is also important to audit your website so that you can fix broken links or redirects. One way to include internal links organically is to include a shopping guide in your company’s blog. You can include links to sales pages and links competitor sites for price comparing. 

2. Discover Seasonal Topics

Search for holiday-specific keywords that you can include in your content for your landing pages. Keywords relevant to a holiday don’t have to include the actual name of the holiday. It can be related to the person whom people are buying for like “for dad” and “for mom.” Think about all the people your target audience may need to buy for and search for keyword those demographics may be interested in. Once you have a good list, include your keywords into headings, body copy, and meta descriptions. 

3. Update Old Seasonal Content

If you are short on time, simply update old landing pages and content. Most of the holidays stay on the same day every year, so you can pre-schedule content updates on your website and social media. Keeping seasonal pages active all year round could also help build authority for those pages which will help rank on Google. When the holiday nears, go through your content, and update new item suggestions, recommendations, and photos with new meta descriptions and alt tags. 

4. Optimize Your Google Business Profile 

This is especially important if you have a brick-and-mortar business. If you haven’t already claimed your Google Business Profile, do so. When consumers type in “______ near me”, you have a higher chance of showing up in Google Maps. Optimize everything and add your holiday hours. Share updates, offers, and events related to your business. They will appear in a carousel near the bottom of your Google Business panel. Use this to share any deals and offers for the upcoming holiday season. Here are more tips for posting straight from Google. 

5. Use Free Product Listings on Google Shopping 

Google Shopping brings in 1.2 billion monthly searches. If you are an ecommerce business, you will want to have items from your product pages listed here. To show your products in Google Shopping’s organic listings, you will need to have a Google Merchant Center account. This will help bring traffic to your product pages by showing your listing to places like Google Search, Maps, YouTube, Shopping Tab, and Images. 

6. Improve CTRs for Holiday Pages 

Higher click-through-rates means more visitors and more sales. Make sure your holiday images have optimized alt tags and meta descriptions. On you holiday pages optimize your titles with keywords and calls-to-action. Include interactive elements and videos on your landing page to increase viewer retention. Then, utilize Google Ads in combination with your landing pages. Google Ads will give you click data on what title and meta description combinations work best for a particular page.      

Improve your website’s SEO for the holidays today. Call 248.528.3600.

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1. Ask what your target audience is doing around the holidays

According to data.ai, studies show mobile app usage and mobile shopping go up in November and December. Consumers are also looking for deals for gifts and holiday supplies. Create mobile-friendly web and ad content that helps your target audience find what they are looking for. Special discounts are often offered to help draw in consumers that need to spend for a lot of people in their lives. Check and secure your supply and delivery chain. Consumers are usually stressed and are looking for items that arrive quickly. Include call-to-actions that encourage urgency, especially if you are limited in supply or time. 

2. Adjust your normal social media content calendar 

Make sure you increase the frequency of your posts leading up to the holiday. Try to avoid posting the day before or the day of. People are usually finish shopping the week of and last-minute shoppers usually grab whatever closest. Remember that not all social media posts have to be direct sales. Some quick ideas are: 

• How to use video
• Customer testimonials
• Suggested gift post 
• Showcase bestsellers
• Live video asking what audiences are doing for the holidays 

3.  Keep in mind your employees’ time off

Whether you are open the day of the holiday or closed, employees are going to take time off on or around the time of the holiday to relax and be with their friends and/or family. Keep this in mind when you are creating your ads. You want to have enough breathing room for consumers to see and buy and for employees to register the purchase and do their jobs. Make your content in advance, especially if it evolves employee interaction. You want to be courteous of employee’s time because they are the one keeping your products or services moving. If possible, include ai or a social media manager that had access to software that automatically posts in advance. 

4. Keep in mind of other winter holidays besides the major ones

This is especially important is you are an international business. If you’re not selling something that is directly tied to major holiday or there is intersection of holidays that your target audience may celebrate, create content acknowledging different holidays. For example, you can create content based on Hanukkah or Kwanzaa in addition to Christmas. It can be blog post or a social media post. If there are too many holidays during the winter month and you are having trouble incorporating them in an authentic way, then just stick to “happy holidays” posts, blog articles and ads. 

5. Include sales-enablement collateral into your holiday content

This is important for b2b buyers. Web landing pages, case studies, client testimonials, and other sales aids content are still needed during the holidays. One would argue even more so due to other business’ fiscal year ending. Other businesses are deciding what to do with end of the year budgets and upcoming ones. Gather whatever content you can that make your business look like they have a smooth and positive experience. Exchange internal and team holiday news. LinkedIn is a great platform to highlight these items.

Need help preparing a marketing plan for the holidays? Call 248.528.3600.

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1. Use Appropriate Medical Keywords 

Make sure you target the correct keywords for your industry. Start with the medical product or services you offer, then use Google’s Keyword Planner to help find the best keywords to incorporate into your content. Compare your results to what is and isn’t being search by users. Avoid keyword stuffing at all costs! This is a spammy tactic that will penalize your website. Instead, be specific. Use short-tail keyword in titles and long-form keywords into your body copy. Make sure your body copy is relevant, readable, and simple enough to understand. A lot of medical medicines or ingredients like to use long Latin words, don’t be afraid to mention their common names in your content as reference. 

2. Add A Lot of Content Pages

Other industries usually have to cut back on the amount of content they include, but for medical websites it is the opposite. Include high-quality information that goes into detail on how your product or service will help make your target audiences lives’ better or easier. The more long-form content you include, the more likely Google will recognize you as an authority and thus increase your ranking. Ideas on how to increase your content length are:

• Add a blog page
• Side effects section
• How-to-use section 
• When-to-use section
• Symptoms section
• Ingredient section
• When-not-to-use section
• How it will improve your life description 
• Meet the doctors page 
• About the manufactures page 
• FAQ section or page 
• What to ask your doctor section 

3. Optimize Visual Elements 

Include photos and graphic elements to make your pages more interesting to look at. If you can include a video, even better! Infographics are also an underrated visual medium that could display useful information for your users. This will increase organic traffic and encourage visitors to stay longer on your website. Increased view time tells search engines that your web pages have valuable content that is useful to users. For images, make sure you don’t forget to include accurate alt text and meta descriptions for Google crawlers and e-readers.

4. Optimize Website Speed, Security & Mobile Friendliness 

Website speed, security, and mobile friendliness are all ranking factors. First, use Google’s PageSpeed Insights tool to check your current site speed. Since you have a lot of content, your page might load slower than others, however, you still want in to be quick enough for users to know that your website is active. A few ways to increase speed is to:

• Have a performance-optimized hosting provider
• Compress images
• Reduce URL redirects 
• Cache your web pages
• Enable browser caching 
• Minify CSS, JavaScript, and HTML
• Eliminate unnecessary plugins
• Use asynchronous loading for CSS and JavaScript files

Second, check the security of your website. Use an SSL certificate to encrypt your website and ensure visitor data is protected from hackers. Also check for spam links in existing or old content. Always keep your website software, apps, and plugins updated (read more on keeping your website secure here). Lastly, ensure your website is mobile friendly and responsive. Check on phones, iPads, and desktops to see if your website is functional. Most CMS, like WordPress, have templates already optimize for responsive design, but if your site is still running on PHP you may want to hire a digital marketing firm to update the your web design. 

5. Offsite Factors 

Check your social media accounts, especially if you have a plugin linked to your website. Make sure the passwords are strong. Clean up comments that contain spammy links. Block suspicious accounts that want to follow you. Use social media platforms as a link-building tool that leads to longer form content on a landing page. You can also use social media to interact with clients by asking important questions. Then, you can incorporate their questions into your content. Not only does this make it so your audience feels heard, but Google will also see you as a direct authority.  

6. Local SEO

Have a Google My Business profile. This can by created through Google Maps. It is important to build local traffic, especially if your business relies on in-person experiences. You want your website to pop up in the top 10 results when they ask “(medical practice, drug store, med supplies, etc.)  near me”. Fill out the following information: 

• The business categories
• Your primary phone number
• The business description
• Your hours of operation (and any seasonal hours)
• Your address or service area.
• Google reviews of your business
• Photos of your business and products or services

Let us help with your medical business’ SEO. Call 248.528.3600.

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Why Would My Website be Blacklisted? 

There are several reasons a website might get blacklisted. Here are the most common reasons a website is get put on this the list:

• SEO Spam

Hackers gain access to a website and fill it with spammy content to pages with the highest rankings and traffic. They will also tempt sell illicit, illegal, or counterfeit products using spammy keywords, injections, and pop-ups. 

• Phishing Schemes 

Host links that lead users to sketchy websites or duplications of popular websites are categorized as phishing schemes. Visitors of these unethical websites end up sharing their private info, often credit card numbers, usernames, passwords, social security numbers, and more. Which in turn is used to access their bank account and get scammed out of money. 

• Malware Code

This is the most common reason a website is blacklisted. Trojan horses are types of malicious software or code that looks harmless but deceives visitors into installing or loading the malware onto their computer. Once in place, the hacker can potentially take control of a device and perform various harmful actions.

How do I Prevent My Website from Being Blacklisted? 

You can prevent your company’s website from being a target for blacklisting by doing the following:

• Use a Reputable Web Hosting Provider

Use hosting services that provides safety monitoring, security features, and strong firewalls that can help detect potential attacks and security breaches while also helping you detect certain site vulnerabilities. These providers should also alert you when they detect suspicious activity on your site and help you get rid of any online infections. 

• Use Cybersecurity Services 

You want your website to be frequently scanned for different threats or infections. This dramatically decreases the chances of getting blacklisted. Acting as fast as possible is key in avoiding traffic and revenue loss. Implementing automated cybersecurity protocols can be highly effective, especially if your current hosting provider does not offer monitoring services.

• Keep Apps, Plugins, and Site Software Updated

The most common problem a company has is maintaining their website’s apps, plugins, and site software, especially if you use a CMS such as WordPress. Hackers usually attack insecure points of entry and insert malicious code, spammy content, trojan horses, suspicious links, and more. The backdoors are usually old, outdated apps, plugins, and software. It is imperative that you keep everything up-to-date and secure, from your third-party apps to the site’s core software. If you or your internal team are too busy, look for a digital marketing agency that provides web maintenance services. 

• Fix Broken Links 

Broken links occur when the website or page they have previously linked to has gone through reconstruction, and the redirect needs to be set up again. These links usually send both crawlers and users to 404 pages. This can have a negative effect both on site rankings and user experience. Also, broken links can be due to domain name changes. The new domain owner can redirect the visitors to phishing and/or malware sites, so make sure you own your domain name, or you will have to send a large amount of money to make sure you marketing material contains a new domain name. Regularly audit your site for link errors and replace broken ones. There are automated tools and digital marketing agencies that can do the job perfectly if you have a huge website that requires a thorough eye.

• Limit Login Attempts 

Hackers will attempt to enter your website using aggressive tactics called brute-force attacks. They use bots that run through billions of potential password and username combos and might enter the correct credentials. When website owners limit login attempts, they can safely avoid these problems by kicking out a user if they misuse a username or password more than three times. Hacker prefer to go after easy targets and this is one easy barrier to implement. 

• Use Strong Passwords 

This may seem like a commonsense answer, but many users use an easy password when starting off and forget to change the password later. Hackers try to access a site through logins as mentioned in the previous point, but they can also use dictionary attacks, where they list out common phrases and words to guess passwords to take over an account. Require your users to use strong passwords with a variety of lowercase and uppercase letters and symbols. You want to create a unique password that makes it difficult for malicious actors to enter your website through the administrator section of your website. 

• Delegate User Permissions & Roles

When you have several users who help you run your website, you should consider assigning different permissions and roles to help secure your platform from attacks. When a hacker manages to steal or guess the credentials of your site admin, they can do tremendous damage to your website. However, if you limit permissions, you can also limit the hacker’s opportunities if they do manage to gain access. This will also create a more organized workflow. For example, your social media manger can manage the blog section and your sales team can manage your sales pages. Make sure your company has a password manager so if an employee leaves, they can submit their username and password for the website or marketing manager. 

• Use an SSL Certificate 

An SSL certificate is a digital certificate that authenticates a website’s identity and enables an encrypted connection. Having SSL certificate means there is a security protocol that creates an encrypted link between a web server and a web browser. These help websites make secure online transactions and keep customer information private and secure. Most domain and hosting providers automatically include SSL certs, but if unsure you can check if you have an SSL certificate by checking if your browser has a lock icon. Click on it and a message should pop up telling you if you have an encrypted connection. If you do not see a lock icon there is a high chance your website isn’t secure.

Need help preventing your website URL from being blacklisted? Call 248.528.3600.

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1. Product Purpose

What purpose does your product serve? Is it a luxury good or does it help solve a problem your target market has? Make a list of reasons why someone would purchase your item and how they would use it in their daily lives. This will help you or your marketing team create content around the reasons why a customer would purchase your product and how to use it. Marketing avenues that pair well with this discovery are:

• Company Blogs
• Video Ad Campaigns
• Influencer Marketing 
• Paid Advertising 
• Guest Articles/Reviews

2. Price

Keep an eye on the economic market. Research similar companies to see what they are charging. Create an in-depth customer profile how much they make and are willing to spend on similar items. Calculate how much profit you must make before discounting your products. A popular technique a lot of ecommerce businesses use is to reward first time buyers with discount codes for their website through email marketing. 

3. Placement 

In what areas of the internet do you plan for your product to be seen? The destination should be your website that acts as a digital storefront, but where are other places your customers socialize on? Utilize Google Ads for SEO and social media marketing to maintain communication between new and returning customers. Now, social media can get chaotic and may require a digital agency to help you control comments, post creation, and profile updates. If you’re a small business, stick to one platform to start out with. Make sure it is the platform your target spends the most time on. 

4. Promotion

Brag about all the great qualities of your product. Highlight any unique features. Also compare how a customer would prefer your brand’s product over a competitor. If an existing customer leaves a glowing review spotlight it on your company’s website, social media, and paid ads. A few underrated ways to promote your product are: 

• Online Events
• Social Media Group Pages
• Chat Groups 
• Livestreams
• Podcasts 

5. People

People trust people more than bots or faceless products. You don’t have to have a person on every piece of content but sprinkling in a person’s face will help put customers feel at ease. This can come in many forms:

• About The Founder Page on Your Company Website
• Meet Our Team Page on Your Company Website
• Photos of Clients Using the Product
• Stock Photos of Models with the Product 
• Company Photos at a Tradeshow or Event 
• Videos of an Expert or Influencer Promoting a Product

6. Process

How is your product made? Where do you get your materials? Many people love to see behind the scenes of how the product they are about to purchase is made. Have photos or videos taken of the manufacturing process. There is a rise in demand of items to be made ethically. This provides proof that your company is true to their word, especially if your company claims to be eco-friendly or ethically sourced. 

7. Physical Evidence of Improvement

It is impossible to create a product that is perfect. There will be clients that leave negative reviews. Resist the urge to delete or hide these reviews. Have a ticket system or a way to contact the company for further feedback and refunds. If it is a problem with the product itself, take a “before” photo along with the negative reviews. When you fix the problem, take an “after” photo and post them on your website and social media. This will make clients feel heard and valued. 

Create a dynamic digital marketing strategy for your Ecommerce business. Call 248.528.3600.

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