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Google Analytics Training for Small Businesses

January 6th, 2019

GOOGLE ANALYTICS TRAINING IN SCOTLAND FOR SMALL BUSINESSES

We offer Website Analysis  Training either online via SKYPE or at your company’s premises.

Start by just learning or have us deliver basic Analytics and when your ready, aim to achieve doing “Advanced Website Analysis”.

We train the business website manager to understand the critical components of Google’s website analysis tool.

When you learn Google Analytics with us we help you put together a successful web analytics strategy to support your online marketing campaigns.

If you don’t want trained in how to use Google Analytics, but still want to have a successful website, we can be your Google Analytics Partner and provide a monthly website supplemental web analysis service.

CALL NOW ON 01592 745992 or Email us

Website Analysis for Small Businesses in Scotland

Google Analytics Beginner Training For both Micro and Small Business Owners in Scotland

Analytics training so you learn how to do this important task on a regular basis. We offer Google Analytics Beginner Training and it can be delivered on a 1-2-1 basis or to a group of people in your business. This is a handholding session of helping you setup and implement Google Analytics. Lots of business owners and even website developers get the setup of this product wrong. In doing so it can hurt your data analysis in the long term.

Website Analysis Services from Real World Web Marketing Practitioners

Businesses realise the web is a very effective marketing channel, but if you don’t measure each website page or carry out regular website analysis how will you know your website is really working for you? Can you confidently say right now that your website was built properly? That the website is fit for the purpose towards getting conversions from customers as they journey through your website pages. Has your website actually been properly optimised to get potential people wanting to those landing pages and actually do business with you?

Apart from keeping you informed of where your web pages might not be achieving their marketing objective, Google Analytics can do much more, such as measure your Google Adwords campaigns or any other offline marketing campaigns.

Finding Your Business in the Google Story

January 6th, 2019

Where is Your Website On Google Today?

Getting ready for another year as a self-employed business owner being online?

The challenges are big if not bigger. For the micro small medium business owner there is still a lot of learning to do in order to take advantage of everything you need to know in making your website be the go to destination. Once the audience arrives does your website pages clearly communicate WHO YOU ARE | WHAT YOU DO | HOW YOU DO IT.

ICTADVISOR reviewed and audited over 100 websites last year to provide business owners with some very detailed feedback that answered their question as to WHY they were NOT BEING FOUND ON GOOGLE!!

Some of those business owners had put all their effort into being found inside social media channels such as Facebook to raise your brand awareness, Twitter to reach out to various groups, Instagram to visually share high resolution pics of products,  and Linkedin to put themselves in front of other business owners to promote what they had to offer.

A lot of the time, for those who had websites they forgot while creating content in their social media channels to generate a backlink in order to drive people over to where it mattered – THEIR OWN WEBSITE!! And yet asking, why is my website not getting any visitors?

There is no getting away from what is the most obvious thing a business owner must do if they want to be in control of their online destiny. It will be what you say and offer on your website that will help with your prospects decision making.

And. don’t forget. The most common sentence said by all those people you are hoping to have visit your site say – I AM JUST GOING TO GO AND GOOGLE THAT! Closely followed by – I BET I CAN WATCH THIS ON YOUTUBE!! – Not – I AM JUST GOING TO FACEBOOK THAT or I WILL JUST SEE IF THAT IS ON INSTAGRAM etc…

If you are to be the GOTO website where you have something to offer, then our prediction is that it will be unlikely that you are going to achieve this task on your own.

Your Website is like a RACING CAR. You will want to win some races, but firstly at the level you are able to enter and be able to compete at.

Don’t thnk that right away you can compete for keywords that are being used by the BIG BRAND NAMES. Unless of course you adopt ADWORDS early into your strategy. But many small businesses just DABBLE with this product. Simply because they have had no proper training or be better off working with Digital Marketing Professionals who know how this and other Google products work so that they end up with a successful online marketing strategy.

You need to work at having a strategy that will ease you into the market. That strategy will involve TIME | RESOURCE | KNOWLEDGE | BUDGET.

Racing driver Louis Hamilton had another great year in the world of motorsport. But he didn’t go around that track all alone to achieve what he did. He had a team of people with specialist skills behind him in order to win the race. He could not have done everything by himself.

Last year I saw hundreds of micro and small medium business owners all across Scotland. Some of those I saw was whilst delivering informational workshops on behalf of Business Gateway.

Those micro and SME businesses large and small who came to listen and learn and get help, quickly found out what they didn’t know. Many were trying to run their website single-handed. Many of these business owners without a doubt still have a very long way to go.

Being realistic many are going to need at least 3years or more to achieve their aims.
All of them are being governed by these 4 factors TIME | RESOURCE | KNOWLEDGE | BUDGET – especially these latter two.

Let us reflect on what Google has allowed you to find during the last 12 months. WATCH THIS VIDEO LINK.

Now, consider how best you will be part of the online story during the next 12 months.

Our advice? Get together a TEAM and get geared up so that you can go out there and WIN THE RACE you need to compete in if your aim is to have your business MAKE MONEY.

Using Facebook

October 18th, 2018

Social Media Examiner Stops Posting its Videos on Facebook

Social Media Examiner Video Posting on Facebook

Here at ICTADVISOR we are avid followers of Social Media Examiner which is a well established U.S.based media company, founded by Mike Stelzner. It publishes online magazines, blogs and podcasts about how business people can use social networks.

So, when Mike Stelzner comes online with a VERY SHORT TO THE POINT VIDEO about a decision he has taken regarding the amount of effort he and his team had been putting into promoting the business via Facebook, then you have to sit down and listen.

Social Media Examiner has taken a very difficult decision to cancel doing any more of their long form content videos for their Facebook Channel. So, for example their weekly tips and tricks show and their ask me anything shows answered by Social Media Experts are amongst those being cancelled.

If you are a micro small business reading this, what we are talking about here is a very established Social Media Company. And, they were doing what you are probably doing right now – creating long form content – but sticking it up on Facebook, and wondering why you are only seeing less than a handful of likes or shares.

Mike Stelzner at Social Media Examiner says, long form content does not necessarily have home when it comes to Facebook

Mike Stelzner said,  “when putting their video stuff up on Facebook it was like putting a TV Show on a screen at the side of the motorway, and people watch it as they went zipping by. Facebook is a motorway.” And so Social Media Examiner are not going to publish 3 out of the 4 videos they published every week on Facebook anymore for this very reason.

How Often Are You Analying Your Marketing Efforts?

Mike Stelzner and his team came to this hard decision to stop posting their videos on Facebook after anlaysing their data and looking at things like;

  • Rention Time
  • How Many People are Actually Watching their Videos etc.

They came to the sad conclusion that hardly anyone is watching their videos!!

Social Media Examiner said the metrics are very deceptive.
Well, take what you will from this article Facebook’s algorithm HAS been commented upon as being so hard and cruel

What now for Social Media Examiner?

Mike Stelzner and his team at Social Media Examiner have decided to publish one of their favourite shows exclusively on………You Tube.
They are doing what is right because this is a rapidly changing world online, always has been.

What Hope for The Micro Small Business Owners here in Scotland?

Well if an organisation like Social Media Examiner is taking such important steps – bearing in mind their brand was known and established, then what hope has the micro small business owner who is yet trying to be found online and still hanging all their strategy in just being on Facebook?

There are many businesses and not just here in Scotland putting all their hard earned efforts just into the Facebook Platform. But the more you read about the facts when it comes to marketing online and being regularly involved in measuring the ever changing dynamics, there is a clear message that businesses need to rethink their digital marketing strategy.

Be ready to adapt Yoour Digital Marketing Strategy and Consider What Next?

There are still a lot of micro small businesses who are not guided from measuring data. Many still don’t use or understand any of the free Analytics dashboards that are available for them to use. But a bigger problem is, for those who have the analytical dashboards in place, they either can’t interpret the data, or simply don’t have time

So this story serves as more evidence about what leading marketers are constantly discussing re FaceBook and the use of video.

If Social Examiner is bailing, that says a lot.

So if you continue to post your 7 min, 30 min or 60 min videos up onto Facebook – think about cutting that video footage to about 2 mins or less which has always been seen as the sweet spot in amplifier channels such as Facebook, Twitter, etc.

YouTube the Number 1 Channel for Video?

It’s no surprise that YouTube is regarded the platform for longer form videos – has been for ever (despite what has been said or seen from efforts towards using FB)
When it comes to online video strategy, it becomes more and more apparent that the “blast it everywhere” technique isn’t what people think it is.
People realized years ago that there is no revenue sharing on Facebook, all you have to do is create a 30 sec or 1 min preview video and let the viewers know that the full version of the video is available on the YouTube channel.

It can be guaranteed that 90% of videos that people actually watch on Facebook it’s a YouTube Video link that was shared.

Keyword Research Standing the Test of Time

July 30th, 2018

Keyword Research Still Overlooked by Small Business Owners in Scotland

Lots of small business owners across Scotland are still not doing enough Keyword Research.

I have come across a huge amount of evidence from Edinburgh up through Fife and across the Highlands and Islands of Scotland of no keyword research being done. This is especially ubiquitous in the micro and small business communities where large swathe have not used a Keyword Research Tool. I find this absolutely astonishing.
The reason being when speaking with these micro small business owners, you ask what their biggest challenge is with their website, and they answer – I am not getting any traffic.

And when looking at the content on their pages sure enough, you find that the pages are not using any keywords that their audience is actually searching with and yet that small business could be offering the solution. The problem – keyword research, followed by no on-the-page optimisation to tune pages towards Searchers Intent.

I thought therefore that I would air here again a Video Blog by Rand Fishkin back in 2016 on the topic  titled;

A Step By Step Process for Discovering Keywords – Your Best Keywords

>
In Rand’s video he shows a step by step process a step-by-step process to choose and prioritize the best possible keywords that you can use for your SEO campaigns.
What he says in the video is that a lot of people use just a single source like Google AdWords Keyword Planner. Or, they go to Ubbersuggest, which is now the very popular Neil Patel Ubbersuggest keyword tool. Rand only referred to it as UBBERSUGGEST, but since 2016 Neil has bought this tool and incorporated it into his website and spruced the tool up.
Also you should note that the reference to the ALCHEMY API tool is unfortunately no longer available. But that aside the rest of the information in this video blog is still relevant with regards the process in doing Keyword Research.
Once you have a bunch of keyword research tools in your toolbox the video blog goes onto the next important step:

Selecting Keywords that Match Searchers Intent

This involves picking which keywords from the keyword suggestion lists you have created that you are actually going to try targeting. To do that, it’s not really a tool-based thing. You will want to build up your keyword bucket list in something like Excel. You are going to want to sort your list to support what you are trying to accomplish with your SEO, and the quality content you are intent on adding to your pages. This is where Rand’s video blog comes into its own with him highlighting the process you will need to go through.
The next step that is looming is where you have to get very data-driven;

Collecting Keyword Metrics and Sort Filter Prioritise them based on Goals

What you want to do is take all the keywords in each of the lists and get the metrics for them so you can prioritize them properly. Your list of keywords will have metrics for:

  • Volume – how often each month are they searched for
  • Keyword difficulty
  • How hard will this keyword rank in the organic results
  • Does the keyword have click-through rate opportunity

Rand’s video blog provides more in-depth steps to the above process before you reach your fourth step which is;

Determine Keyword Targeting for New Content Creation – Prioritise Your List

By the time you reach this final step you will understand this is a phenomenal way to go through keyword research and keyword targeting. This will help you get the content and the optimization priorities that you need, if you are going to have any degree of success from your SEO efforts.  You will have to choose the right data and the right tools, and use multiple sources. You will have to intelligently build the right kinds of keyword lists. Then, use that metrics data to prioritize your page content etc. The morale of the story is you cannot just throw content onto a page with just pure intuition. Spend the time doing some serious  keyword research and based on what you have read here and saw in Rand’s video blog, you can have phenomenal success.

Of course if you don’t have any time to do this on your own because you are busily doing what you set out to do as a business owner, then consider hiring a professional digital marketing practitioner who has access to all the tools required for this task. And then you could also get help in crafting some quality content if you suffer from writers block!!

Small Business Success Stories in Scotland

July 14th, 2018

Small Business Success Stories in Scotland from Web Design and Marketing Company ICTADVISOR

We are constantly on the lookout for small business success stories in Scotland. We want to inspire those who are considering looking at great business ideas. Are you preparing to promote your small business online? If you haven’t been on the ICTADVISOR website before or had us do any work for you, hello, and a warm welcome from me Brian Mathers.

My Website Design and Marketing Company is regularly involved in small business consulting at stages across the process of putting a website in place. If you are preparing to build your first website, redesign a website, require some website performance analysis, or simply want help with small business marketing support services, that is what we have done since 1997.

Good Business Ideas

ICTADVISOR has been part of many good business ideas. Working together with these small businesses helped them find greater business opportunities.  Even before we began building them a website which had to be fit for purpose, the exploratory phase was both exciting and important. More importantly the marketing support provided thereafter helped grow many of those business substantially over the years online.

20 Years on and ICTADVISOR are still delivering business services for small businesses. We love helping the micro and small business owners reach the key objective with our input and that is helping his or her business make money online.

Today, as someone who is also passionately involved in working in partnership with Business Gateway helping to deliver the Digital Boost 1-2-1 program where there are many small business success stories we contribute towards across Scotland. So, in this post we wanted to put the spotlight on a small business owner who has a company in Kirkcaldy Fife called Den Electrics. Why?

We don’t actually have any responsibility for this business online regarding the marketing or website design for Den Electrics. And this post is not to critique the website about whether it is mobile responsive or search engine friendly etc.

This post is commenting on the excellent service delivered by Den Electrics. But want to draw attention to something important inside this website – the content. Producing Engaging Content for website pages is what we talk about all the time. There is even a Business Gateway Workshop that we deliver on this very important topic.

Successful Small Business in Fife Producing Engaging Content

Den Electrics is in our opinion a trusted small business to us locally here in Fife. Why is the brand so memorable to us when we find ourselves with a broken down appliance?
Because, Den Electrics website menu headings and content tells us about;

  • Who They Are
  • What They Do
  • Where Do they Work

Those three important menu links they have and the content within those pages on the website, clearly explain what is on offer and how the business will help you. The content is helping to lead you towards the decision of hiring the business.
There is no doubt, if this business owner at Den Electrics had more time, we bet, there could be an abundance of success stories that they have. Stories like how he fixed our washing machine. The story telling you about how the business has overcome issues and conducted problem solving in order to have happy customers. Those stories install confidence and that business owner becomes the GOTO guy you can trust and whose services you will use again, and so that leads to loyalty.

So, it is worthwhile us highlighting small business success stories? Of course its is. 

Small Business Success Stories in Fife – Den Electrics

Telling the story of how this business delivers customer service might inspire those of you who have your own small business, or thinking about starting one.

You could fall into one of the following categories;

  • Your already a small business trying to grow your brand online
  • Are you someone with a home based business idea getting ready to plan to be online
  • It might be you are setting out to deliver good business ideas towards filling a niche

So, with the help of this story, let us tell you about our experience with services delivered by Den Electrics that impressed us.

In our opinion, Den Electrics is a successful small business owner who cares, who is passionate, and who delivers customer service.

Den Electrics is the type of customer we like supporting. Here is someone that has been in business for a number of years and we have used them on more than one occasion over the last 5 years. The reason being, this business (in our opinion) went above and beyond every time they provided help. Isn’t that what you want from a small business owner?
And if you are a small business setting out to market yourself online wouldn’t you be focused on delivering great customer service?

What Makes a Small Business like Den Electrics Successful?

So, the scenario. The washing machine door would not open after a wash cycle.

Den Electrics arrived and the engineer successfully got the door open. It was found on closer inspection that the door handle on the inside had broken. There was a need for a new door handle. However, he needed to order a new part. But Den Electrics went a step further and lived up to what we truly look for in a Small Business – Help. Because this engineer did not leave us without a non functional washing machine until his business could source a new part. NO SIR. He improvised, so that the washing machine remained functional.
It is amazing what some electrical block connector and a small piece of fence wire can do in order to keep your washing machine door functional. So, we were able to continue keeping our clothes clean until the proper replacement part arrived. Look at this;

Small Business Success Stories

All of the problem surrounding the washing machine was dealt with within 7 days by Den Electrics. The engineer arrived promptly. He assessed the problem. He went away, leaving us that same day still with a functional washing machine, having applied a temporary fix. The engineer returned 6 days later having sourced a replacement part and the washing machine is back to normal.

Small Business Success Stories in Scotland

TADA – This is why we like working with small businesses who have become clients of ours in both Scotland and England.

Because, we, like Den Electrics, like to work with great small businesses that help other small businesses who go out their way to assist customers.

Companies that Help Small Businesses

It makes it all worthwhile when ICTADVISOR become part of the successful small businesses out there that we  get the opportunity to work with.
We believe in being as passionate about being part of your great business idea when getting the opportunity to support your online marketing journey.

Small business success stories like this one about the washing machine engineer reminds me here at ICTADVISOR why, we are a company, that wants to help small businesses.  We begin with trying to find you short term solution. We might find you are short of the following;

  • Time
  • Resource
  • Knowledge
  • Budget

The aim from day one is to help keep the business moving towards increasing their online footprint by helping to address these issues. You need a website because you want your small business to be found. But you might be the only person in this business, and so most of your time is taken up doing what you set out to do – deliver goods or services. So, having a resource to manage the website might not be high on the agenda. On the other hand you might have some time to attend to the marketing support your website needs, but lack website marketing knowledge. And for many small businesses starting out or within their first 2-3 years of business, budget is tight. How do you therefore build and market a website on a very tight budget?

Business Opportunities to Make Money Online – How To Start?

Yet, there you are, sitting with small business opportunities we see business owners come forward with everyday. You know you can make money online but you need to get your marketing message out there. When engaging with our small business consulting services the first thing we do is is help you build an affordable website. Next, we put in place a LOCAL SEO Marketing Strategy. Then, as the business brand becomes better known and your reputation spreads you move to the next level. This is like being in motor racing!!

You might have to start by competing in formula 3 racing. This begins by getting your small business known locally online. The focus might be to get better known in your local region. Next you tackle being the GOTO company in Scotland.  A lot will depend on how much effort you put in during year 1 and 2 to increase your visibility and footprint online.

  • You will need to work hard to better relationships with the likes of Google.
  • You have to work your way up from formula 3 to compete at formula 1. 
  • It takes time to grow nationwide or even have your brand on an international stage.

Watch out for more small business success stories on the ICTADVISOR website.

Because everyone has a story to tell and our aim is to have a Digital Excellence Scotland that is filled with successful small businesses.

The Future of Ecommerce

July 13th, 2018

What is the Future of Ecommerce?

The future of ecommerce – what should small business owners with ecommerce websites be looking out for in 2018? Our Friends over at Subscriptionaly who share their love for subscription boxes with everyone and help you to find the best deals possible and compare the offer of similar services have allowed ICTADVISOR to share this Future of Ecommerce Infographic with our audience. There is some useful stats and references within this infographic.  Why not check it out. But

Also, if you are an budding entreprenuer looking at setting up an online shop, managing an ecommerce website will require you to have a minimum number of website marketing skills?

As an Internet Marketing Practitioner delivering lots of speaking engagements across Scotland delivering Digital Marketing Workshops, the audience consists of lots of micro and small business owners whose core skills are neither in website design or website marketing. Many business owners did not set out to be qualified SEO Copywriters and end up with ‘Writers Block’ when there is a need to produce engaging content for their website pages.  It has been observed that many micro and small business owners either leave their ecommerce website project in the hands of their developer or just someone they know who has something to do with IT or computers.  That person might not be the best person to lead your next website project.

There are lots of people who will want to build your small business website. But, many will be just website builders and not website marketers. In today’s market place if you are a micro or small business considering going into business and selling stuff online be prepared to work hard at actually managing and marketing your ecommerce website. There is a lot to do, especially if you also have to run your business and you are the only person behind the brand you are trying to grow.

If you are based in Scotland maybe a good starting point for you is the Business Gateway Digital Boost Workshops, online tutorials and if eligible you get some 1-2-1 support to help get you started.

The Future of Ecommerce in 2018 and beyond

Surrender Your EU Domain Name

April 3rd, 2018

Get Ready to Surrender Your EU Domain Name after #Brexit

The European Commission announces that UK based companies and residents that own .EU ccTLDs will have to surrender your domain names after Brexit.

Surrender EU Domain NamesOver the years when working with business owners taking them on hand-held journey to provide them with an affordable website solution, part of the process was sorting out their domain names. Securing the domain names that mattered would ensure the business had locked down its brand. One of those recommendations was to purchase the .EU domain.

#Brexit – Not Knowing Which Way the Wind Might Blow?

By recommending a business purchase the .EU domain meant at least action was being taken to secure and lock down the business brand. Even before Brexit came into our vocabularly – I was simply poinitng out back then – you just didn’t know which way the wind might blow in the future.

With our own client base I insist that the .COM domain should if possible be the primary domain to house the business website under. Unless of course the business believes that 99.99% of its business was going to come from within the UK. The, the recommendation is flip the coin and make the .CO.UK the primary domain. And simply point the .COM at the website but still have the website serve up in the browser on the .CO.UK – Buy the way, I find it amazing how many businesses still don’t configure their domains properly.

So, here we are getting back to exit from Brexit, the issue of having to surrender your EU Domain Name that will affect website owners.

We hear important Bexit news from one of our trusted voices from across the pond Barry Schwartz, who is Search Engine Land’s News Editor and owns his own agency RustyBrick.  Barry is a NY based web consultant who we recognise as one of the trusted voices of real news.  I tell people here in Scotland that Barry is to our industry what our trusted political voice Brian Taylor of Reporting Scotland is to the BBC when standing outside Holyrood in Edinburg giving us his take on Scottish politics.

Barry like Brian reports on the issues as and when they happen. It is so important to have people like them in those respective industries.

Anyway, Barry’s headline post on March 30 2018 over at Search Engine Land could not be more clearer –

UK Webmasters Prepare for #Brexit

Shock and Horror – as he added to his compelling headline story that the EU is coming for your .EU domains.
The urgency towards taking any action is going to be with business owners who decided to actually hang their online website off the end of a .EU Domain.

For those of you have ever attended my Internet Marketing Workshops I deliver across Scotland on behalf of Business Gateway, or experienced some 1-2-1 support time with me helping to grow Scotland’s small business community online, then at most for you people, and me, we are simply going to be left without this domain name being a future asset.

But for anybody who has decided to put a website on their .EU domain – well its like what Barry Schwartz message suggests – you might want to consider migrating to a new domain now.

Understanding Website Conversion Strategy

March 20th, 2018

How Small Businesses Can Choose the Right Website Conversion Strategy for Their Website

As a micro or small medium business do you have a Website Conversion Strategy?

For a small business that is looking to grow, nothing is more important than converting viewers and traffic into engagement and successful calls-to-action. Let’s face it, traffic is hard to come by in the modern saturated Internet marketplace.  Wasting traffic, is a sin most businesses, especially small businesses, can’t afford. With that in mind it is imperative for a small business to know how to choose the best conversion strategy for their needs. Thanks to tips and hacks from Websitebuilder, a lot of the top strategies are readily available with proven market research to back your choice or choices into what is best for you. Here are some tips in choosing the best one for you.

Test, Test, Test Your Website Conversion Strategy

One of the most important things to do when choosing your conversion strategy is to test what works for your sector or niche. For example, adding video tends to increase conversion by over 100%, however, that may not be the case for everyone, a good testing strategy is key. Make changes slowly and see what is working best for your site and traffic. AB testing is another great strategy and worked for Barrack Obama, raising him over $60 million in campaign donations.

Simplify and Improve Website Navigation

Simplifying and improving site navigation is a great place to start. If your site is not converting the way you want, it may be as simple as improving navigation or de-cluttering landing pages. Choose a few key pages and improve their navigation. Streamlining the checkout process has worked for many other firms and will likely work for yours, too.

Keep Optimizing Your Website

When choosing a strategy, it is important to remember that no website is ever beyond improvement. Just because one this is working doesn’t mean another wont work better. The key to maximizing conversion is to constantly be looking to improve it. Even once you have gotten your conversion rate to a happy median, keep trying and testing different things to make it even better.

Where to Get Ideas for Conversion Optimisation

For those looking to take some of the guesswork out of conversion optimization, we recommend websitebuilder.org who has curated 46 conversion hacks that have worked for a variety of businesses, across a plethora of sectors. These are great ideas to get you started in choosing strategies that are tried and tested and have proven results. ᐧ

Website Marketing Best Practice Standards

March 18th, 2018

Globally Renowned Digital Marketing Practitioner Matt Bailey on Website Marketing Best Practice

Hear What Matt Bailey Says about Website Marketing Best Practice Standards…..

WHAT MATT BAILEY SAYS in his

ENDLESS COFFEE CUP PODCASTS WITH MATT BAILEY

Matt Bailey Says

 

Marketing Standards are important. More so when you are a micro or small medium business trying to get your website found online. But, apart from writing great content for a website page a business, there are other challenges that go with this task. Often the rules that go with laying out the content on the website is just one of many obstacles the website business owner has to overcome. It might be that the website platform itself might not be fit for purpose and you could be wasting your time trying to get found, because the content management software platform was not fit for purpose. Such things are often overlooked by the micro small medium business.

Is your website meeting your objectives and adhering to website marketing standards?

Best-Selling Author, Marketing Expert, Trainer, and Speaker. Matt Bailey has taught:

• Google employees how to use Google Analytics,

• Experian how to present data,

• Proctor & Gamble and Johnson & Johnson SEO & online marketing,

• Microsoft’s International Teams paid search and programmatic marketing.

Matt’s has worked with a vast and widely-known clientele, including;

  • Microsoft
  • ESPN
  • IBM
  • Gerber Life
  • American Medical Association
  • Disney,
  • Toys R’ Us, and countless more.

Matt keynotes conferences around the globe, speaking at more than 20 engagements a year, and ICTADVISOR are glad to either have him drop into Scotland every wee while to share with us his vast knowledge in Search Marketing or spend time with him on Skype or recording podcasts when his schedule allows.

BOOKS ON DIGITAL MARKETING WRITTEN BY MATT BAILEY

 Teach New Dogs Old Tricks    Wired to be Wowed  Wired to b Wowed

Social Was Never Ahead of Search Engines

February 26th, 2018

In all the workshops I have ever delivered, whilst saying in one breath you have to have a multichannel marketing strategy, that has been quickly followed by telling the micro and small business owners that Search Engines and especially Google, is where the money is made and this is where you should spend your time and effort getting found.

Search Engines Retake the Lead in 2017

Many a small business owner thoughdid not heed that advice and decided to follow the lead sheep and go off in another direction. A direction that was seen as the cheapest way to market the business – down the social media channel route.  And look at what has happened.

Image Courtesy of Shareaholic

The above is part of a great article put together by Craig Zevin at Shareaholic and commented upon by our good friend Rand Fishkin

Rand Tweet

Rand added in his tweet information he shared from data gathered by Jumpshot which tells its own story.

Jimpshot Data

The chat on the wires was based around the story and a number of great statistical graphs provided by Craig at Shareaholics which clearly shows that social media’s tenuous grip on being the top referral category is over. For the last three years Social was standing proud holding onto that crown but has had to give back the title to Search Engines. This dramatic turnaround comes driven by change everyone saw in January 2018 to the algorithms behind Facebook’s News Feed.

What Matt Bailey Said About Social Media – Years Ago – Still Stands

I could go back many years before this and whilst driving round Scotland in the company of my good friend and Colleague Matt Bailey author of Internet Marketing An Hour A Day.

As we took in the great scenery of Scotland we talked about the role of Social Media, and he said back then “Your not in social media to make a sale, your looking to find and establish relationships.” And in his book he said “Without a clear goal and strategy, the rush towards social media becomes one with a directive of “We need to be there!” rather than evaluating “What can we do there?” The social media message, as he said then becomes disjointed, because there is no clear message and the purpose becomes lost.

I have looked at lots and lots of micro and small business twitter and facebook pages and the most common thing I see is the neglect to drive visitors to a particular destination and everyone’s efforts were hung on twittering like there was no tomorrow and yet what was it doing for the company? Using different social media brings different results.

Lots of small business owners have something to offer and something to say in telling their story. But they don’t work hard enought at actually driving the audience they want back to their most important doorway – the one that leads people into their OWN website. Instead they leave their audience on a loop out in social media channels by simply hastagging this and hashtagging that but offering no direction.

Matt also quoted in his book “Your company does not have to spread efforts among all the Social Media Channels if it doesn’t make sense”  and “simply throwing time at Social Media will not produce results.

If you ever get a moment pick up Matt’s book and go to page 30 and 31 as even after that great journey we went on around Scotland educating businesses on how important Search Marketing and hour a day is to your business, his words of wisdom and that of Rand Fishkin on working at your SEO strategy remains as being very important.

I once read from another well known Marketing Consultant in the UK who shall remain nameless here. but who said to his audience that SEO was dead. But, this was because he just wanted to have everyone spend their dollars with him doing all your Pay Per Click. But you can’t do pay per click advertising using AdWords without achieving a Quality Score.
That Quality Score means you have to ‘Optimise’ your website page to achieve your AdWords Campaign being successful.

So, this latest study in bringing Search Marketing back to the fore means that SEO is never going away. We just have to do it differently today. And don’t get me wrong Pay Per Click Advertising has its place in the multichannel digital marketing strategy that we should all be working at.

If you want to learn more about where to put your time and effort into marketing your website, there has never beeen a better time for Scotland’s businesses to get along to  Business Gateway Workshop. Their are some great learning topics and they are being updated all the time. And if you want a review of your website’s performance and digital marketing strategy, then who should you have a chat with. I will leave that decision with you………

Internet Marketing Practitioner Brian Mathers
Brian Mathers
Internet Marketing Practitioner
Delivering OnlineXcellence to SMEs in Scotland