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Kevin Proulx

Despite all the changes and trends that unfolded on the web in recent years, it is still important for a company to have an SEO strategy in 2015. What has changed in recent years is that SEO and marketing now direct their efforts towards the same objectives rather than working separately. In this article, I will give you 6 recommendations to follow for your SEO strategy in 2015.

SEO 2015

1) Optimize Your Website for Mobile Search

Since April 21st, websites optimized for mobile devices are ranked better in search results pages on these devices than those who are not. Given than the vast majority of people own a smartphone and that according to SEO PowerSuite, 50% of Google’s traffic is on mobile, you should definitely make sure that your site is mobile ready.

Finally, given that this trend will only increase in the coming years, I suggest you to work on a website optimization plan as soon as possible.

2) Use Your Social Media Accounts

Your social media accounts are excellent levers for your content and the more your content is seen, the more likely it is to convert some of its readers into potential customers. So do not hesitate to use them to promote articles which have taken you time to write. They are worth to be read!

Another advantage of social media is that it can be used as an entrance point to your business for someone who searches on a search engine. Indeed, rather than clicking on your website, a user may decide to click on a link that will redirect him to one of your social media accounts. If they are updated regularly, the user will still have an overview of what makes your business special even if he has not visited your website.

3) Target Long Tail Keywords

Your industry’s short keywords are very interesting because of their high number of searches, but they are also the most difficult to rank well for because of their high level of competition.

That is why I recommend you to target your industry’s long tail keywords as part of your SEO strategy. These more precise keywords represent the majority of search engine queries and are often sales opportunities you should consider. For example, if you sell exfoliants, rather than targeting the keyword ‘’exfoliants’’, try ‘’natural aloe exfoliants’’. Indeed, this long tail keyword shows that the person who performed this search has a better understanding of what he wants than a person who would only perform a search with the keyword ‘’exfoliants’’.

4) Create an XML Sitemap for Your Website

Including an XML sitemap on your website is a good idea, as it helps search engines to identify the most important pages of your site. Thus, to maximize the indexing of your web property by search engines, make sure you create a sitemap for it.

5) Get Quality Inbound Backlinks by Writing Interesting Content

Despite all the changes that have occurred in the world of SEO in recent years, some things do not change and the importance of obtaining quality inbound backlinks is one of them.

However, this is one of the hardest things to do in SEO and one of the best ways to get some is to write quality content that visitors will be tempted to share by linking it on their own website.

6) Regularly Add New Content to Your Website

Put the odds in your favor to be found on the web by regularly adding new content on your website. One of the best ways to accomplish this is to integrate a blog on it. Indeed, a blog will give you a platform to publish relevant content for your target audience.

Adding content on a regular basis will ensure that your website will be indexed more frequently by search engines and encourage repeat visits because visitors will constantly have new content to view.

This concludes this article on my 6 recommendations to follow for your SEO strategy in 2015. If you want Kezber to help you to implement these recommendations, do not hesitate to contact us!

Kevin Proulx

You probably noticed that video is becoming more and more important on the web. Indeed, Facebook now sells video advertisements to its advertisers and live streaming apps such as Periscope and Meerkat are being used a lot by the general population and even by celebrities and brands. In addition, the huge popularity of video content websites like YouTube and Twitch is showing no signs of slowing down. Finally, most of your favorite websites probably show you a video ad before you can watch the video you want to see.

Given all these facts, it is clear that video is a very interesting tool that you should incorporate into your digital marketing strategy. Software company HighQ understands this and decided to create an infographic containing 25 relevant stats on the state of video marketing in 2015. In this article, I will take a look at each of the stats mentioned in this infographic and comment on them.

The following 25 stats will give you a big picture on the state of video marketing in 2015

1) Online video now accounts for 50% of all mobile traffic

 

Mobile is a trend that no industry can escape, including yours. Since people are increasingly using their smartphones to look for companies that can solve their problems and Google favors mobile optimized websites in its mobile search results, you must elaborate a mobile strategy for your business if it is not already done. Integrating video will take your mobile strategy to the next level!

Image article 25 stats 1

2) 65% of video viewers watch more than 3/4 of a video

 

This stat is interesting because unlike video advertisements where people tend to click on the Skip Ad button as quickly as possible, those who watch a video on a company’s website watch it for a much longer time. It is therefore an excellent opportunity to send a message to your customers.

3) 78% of people watch videos online every week

 

4) 55% of people watch videos online every day

 

People love watching videos, give them what they want!

Image article 25 stats 4

5) In 2015, experts believe that video will take up 57% of consumer Internet traffic, that’s the equivalent of almost 4x as much as web browsing and email

 

6) By 2017, this will have risen to 69%

 

7) By 2018, this will have risen to 79%

 

It is obvious that the place of video on the web will not cease to grow over the coming years. Companies that will be most successful will be those who master the use of video as part of their digital marketing strategy, among other things. Why not get started now!

8) More than 80% of senior executives watch more video today than they did a year ago

 

9) 75% of business executives watch work-related videos at least weekly

 

10) 54% of senior executives share work-related videos with colleagues at least weekly

 

11) 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video

 

These statistics are extremely evocative for B2B companies. Indeed, in B2B, it is essential to capture the attention and interest of decision makers in order to make sales and these last 4 stats clearly show that video is a good way to achieve this.

12) 69% of marketing, sales and business professionals have used video marketing and another 31% are planning to

 

As you can see, more and more companies turn to video marketing as it is now a must and a solution that works.

13) A massive 81% of people feature their video on their brand website

 

A brand’s ultimate goal is that its buyers feel an emotional attachment to it. Think, for example, about people who are big fans of Apple, Coke or Nike products and refuse to buy the products of a rival brand. Creating emotions is easier to do in a video than in a paragraph of text and it will help you to achieve this goal that every brand wants to accomplish.

Image article 25 stats 2

14) 93% of marketers use video for: online marketing, sales, communication

 

Marketers have understood the power of video to help fulfill digital marketing, sales and communication goals.

15) 96% of B2B companies are planning to use video in their content marketing over the next year

 

This is a remarkable statistic for B2B company managers. It demonstrates that video will be firmly established in the B2B field in the upcoming year and companies that do not follow this movement will lose relevancy in a few years. Do not be among those who missed the boat!

Image article 25 stats 3

16) 52% of marketers  that believe that video marketing is effective for:

 

17) Brand awareness (52%)

 

18) Lead generation (45%)

 

19) Online engagement (42%)

 

This data demonstrates how versatile video marketing is. Video is not only a type of content  that people like and want to consume more, it helps to accomplish many business goals that your company might have.

20) 67% found video marketing somewhat successful

 

21) 18% found video marketing very successful

 

These stats are telling because they are expressing the appreciation of people who used video as part of their digital marketing strategy after their campaign’s launch. The fact that 67% of people have mentioned that they were somewhat satisfied with their video marketing initiatives can be attributed to several factors, but like any good marketing strategy, it must be created for the right audience, with the right message and in the right way. If this is not the case, the results may be unsatisfactory.

22) Using the word ”Video” in an email subject line boosts open rates by 19%

 

23) Increases click-through rates by 65%

 

24) And reduces unsubscribes by 26%

 

Video is able to help your email marketing campaigns substantially. Email marketing is already a good marketing strategy in itself so why not make it more effective by using video!

25) Sites which include video have on average an extra two minutes dwell time compared to sites which don’t

 

The more people spend time on your company’s website, the more they look at its content and this will increase the odds that they become leads. In short, video allows you to put more chances on your side to generate leads.

This concludes this article on 25 stats on the state of video marketing in 2015. As you were able to read through the article, video occupies a prominent place in 2015 and its strategic importance will only grow in the coming years. It is also a powerful tool for your business when used as part of a well built digital marketing campaign. If you are thinking about implementing video within your company’s digital marketing strategy over the next year, do not hesitate to contact Kezber. It is with pleasure that we will discuss about that with you.

Kevin Proulx

In a previous article, I mentioned that you should not give up on your email marketing campaigns because it is still an effective strategy when used with email addresses obtained using opt-in initiatives (where people voluntarily give you their email address). In this article I will give you tips that will help you get email addresses by using opt-in strategies.

 

Get Email Addresses From Strategic Actions and Not From Bought Email Lists

 

Create Interesting Gated Content That Will Give People a Good Reason to Hand You Their Email Address

When speaking of gated content, your first instinct may be to think that it is counterintuitive to lock content on your website. After all, you want to be seen and you want your visitors to know what you are doing. However, gated content does not mean the list of your services or your products, but a different type of content.

This content can be something like a specific guide for your industry. For example, if you have a bathroom design business, a great example of gated content could be ‘’The major bathroom design trends of 2015’’. It is interesting content that people who are thinking about renovating their bathroom in the near future will certainly want to download even if they have to give you some information such as their email address before they can do it. When someone fills out a form to download any of your gated content, you get a lead that will usually be of very good quality.

Email marketing

Promote Your Gated Content on Your Marketing Channels

Creating gated content that is interesting for your customers and leads is a great start. However, if these people are not aware that you have new content to offer, they will not be able to enjoy it and you will not get new email addresses to add to your lists. That is why you need to promote your gated content on your business’s various marketing channels.

Social media, PPC campaigns and email marketing campaigns are all marketing channels that you can use to promote your gated content. However, the one that is the most effective in the long term is your business blog when you integrate your gated content in relevant articles.

Indeed, while social media posts, PPC campaigns and email marketing campaigns are initiatives that have limited lifetime, articles published on your blog work for you as long as they are online. For example, if you are in the food industry, an article which shows recipes you can cook with x product will always be relevant, whether we are in 2015 or in 2020. Integrating a relevant gated content in this article is a very good idea because it will work for you to garnish your email address lists without any intervention on your part. Why would you not use such a source of email addresses and leads?

This concludes this article on how to get email addresses for your email marketing campaigns. As you have read, creating gated content and promoting it on your business’ marketing channels is a great way to fetch email addresses (and leads) for your email marketing campaigns. In addition, the addresses that you will obtain will come from people who have shown an interest in your business, which will increase your chances of success. Do you have gated content ideas to publish on your website?

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