The Digital Dish

How to Effectively Use Facebook Stories for Brands
Feb13
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How to Effectively Use Facebook Stories for Brands

How to Effectively Use Facebook Stories for Brands

Recently, I’ve been brainstorming how to implement a plan to use Facebook Stories across all of the brands we own here at TrackFive. I have to admit – although I am an avid Facebook user, I rarely pay attention to the Stories at the top of my page. So, I started watching the stories my

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Fyre Findings: 10 Things Marketers Can Learn from the Fyre Festival Fail
Jan30
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Fyre Findings: 10 Things Marketers Can Learn from the Fyre Festival Fail

Fyre Findings: 10 Things Marketers Can Learn from the Fyre Festival Fail

Maybe I should start out with a spoiler alert… but, by now everyone knows how the story ended. What makes the Fyre Netflix documentary so interesting are the outrageous twists and turns in between,

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Benefits of a Website Audit
Jan07
0

Benefits of a Website Audit

Benefits of a Website Audit

I’ve survived! After hacking through (literally)

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Three Best Things to Happen at the TrackFive Holiday Party
Dec08
0

Three Best Things to Happen at the TrackFive Holiday Party

Three Best Things to Happen at the TrackFive Holiday Party

Have you ever had one of those warm, content feeli

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Blog

Onsite VS Offsite SEO

If you’ve read some of my blogs based around SEO that was written early in my Track5Media career, you’d see that I was just dipping my toes into the SEO waters. I’ve covered everything from link building tactics to SEO audits. However, now that I’m almost two years into my SEO role, I feel like I FINALLY have a grasp on two of the most important aspects of the industry – Onsite and Offsite SEO. Onsite VS Offsite SEO is something that not all companies think about. In many cases, they’ll focus on one aspect, but not the other. However, if you’re able to execute both, you’ll see your brand grow in popularity as you climb the ranks on the SERPS. Below we’ll take a look at Onsite VS Offsite SEO and how you can optimize both to grow your online presence.

Onsite VS Offsite SEO

What is SEO?

Onsite SEO is done by adjusting certain components of the site so that the intent of your content can be clearly understood by search engines. Using various SEO tactics, you’ll be average to leverage your site to ensure that you’re ranking high on the SERP (Search Engine Results Page) when they search for specific keywords. SEO is a major component of any digital marketing campaign, but it’s still something that not every company pays attention to. We’ll break it down into two separate categories and go over Onsite VS Offsite SEO.

Onsite SEO

Onsite SEO is the process of making your website search engine friendly. To do this, you’ll be adjusting various elements on your page to make sure that Google can crawl the page and index it with ease. “Crawling” is essentially when Google’s bots comb through your pages to determine the relevancy of your website. If your website is about used cars, they’ll try to make sure that your website appears when people search for that term. Here are just a few key elements that you need to consider when optimizing your pages to be SEO friendly,

Title Tags and Descriptions – You want to include the keyword in both the title tag and description because that will be the first thing that Google crawls. Try to fit in the keywords at the beginning of both.

H1 and H2s – When crawling your site, search engine bots look at your headers as a shortcut for understanding the content. Your H1 should be larger and stand out from the rest of the text. It should also contain the keyword you’re trying to rank for because H1s are one of the first elements of your site that are crawled.

Content – We’ve written plenty of blogs about it, but the fact remains that content is key. When it comes to onsite SEO, writing keyword-rich, informative content is what with separate you from your competitors. Internal pages are often the first destination a visitor to the website will land on from the search engines, links from other sites or PPC campaigns. The goal is to provide high quality, useful, and easily digestible information that will meet the needs of the reader such as an answer to a question, a product they desire, or a service they need.

onsite vs offsite seo

Offsite SEO

When it comes to onsite VS offsite SEO, offsite SEO is very different. Instead of optimizing your own pages, you’ll be interacting with other websites to grow the authority of your website. Offsite SEO is the concept of having other sites link back to yours, indicating that you are an authority in your industry. The Google search engine algorithm places a decent amount of weight on authority for a site. This can come from the site having been around and active for a long period or time, or from outside engagement. In the onsite VS offsite SEO realm, having an authoritative site will ensure that your brand gets the exposure it needs to be successful. Below are a few offsite SEO techniques that you should take advantage of.

Link Building – I like to think of this tactic as my specialty. Just in the last year, I’ve built over 100 links for our brands. So what? Well, links provide “link juice” that goes to your site and tells Google that you have an authoritative voice when it comes to the subject you’re covering. These links not only drive your site up the search rankings, but they also will cause an increase in traffic and in many cases, conversions. It’s also important that you’re getting links from “good” sites. When links are coming from trusted, relevant sources and are backed by high-quality content; the results are positive.

Influencer Outreach and Social Media – This tactic won’t get links directly, but outreach to influencers via email and social media will create buzz around your site. This will then increase the chances that you get links to your site. This is a great way to indirectly create more links to your brand.

Content, Content, Content – Not only does content help with onsite SEO, but it always helps with offsite as well. Creating great content to pitch to potential link partners. Nobody wants to link to thin content, which is why it’s important to write content that’s both unique and thorough.

When discussing onsite VS offsite SEO it’s important to know that both types of initiatives play a vital role in the success of your website. If you have any other SEO tips to share, feel free to drop them in the comments below!

Track5 Takes on Philly | Marketing Attends Digital Summit 2018

Sometimes, the most valuable thing you take away from traveling to a business conference isn’t industry related – sometimes it’s the connections you build with your team members, and the shared experience of going into it together. This week our marketing team traveled from Lancaster to Philadelphia for the Digital Summit marketing conference at the Pennsylvania Convention Center.

There’s only three of us in the marketing department, and we spend 40 hours a week at work. So basically, we spend more time together than we do with our families, significant others or friends. Yet, were rarely spend that time getting to know each other or doing what some would call “team building.” This week, we were able to do both – grow professionally while learning more about each other. As a result, we have returned with new knowledge and as a stronger team!

With that said, here are four highlights of our trip to Philly and the top three things we learned at the Digital Summit marketing conference!

Four Highlights of Our Trip to Philly

1. We explored the city

city scene - digital summit marketing conference

Philadelphia is notorious for its mural art and breathtaking architecture. But it doesn’t have the nickname of Filthadelphia for no reason… there’s lots of trash on the streets, and sadly, many homeless people who are struggling. Luckily, we were able to admire some art and feed a few of the less fortunate while we were in town. It was fun just to stroll through the neighborhoods and check things out together.

2. We got to hang out in a casual setting

team photo - digital summit marketing conference

Our team enjoyed a few drinks at BRÜ Craft & Wurst. From left to right: Lenay, Troy, and Margaret

There’s something to be said about a casual happy hour with your coworkers. Want to try my beer? Ew, that one is gross. I like mine better. Seated outside on a busy, Center City street, we people watch. A group of drunk college girls stumbles by, one snacking on her leftover pizza right out of the box. This triggers story time… “I remember when I was in college… ” You learn a lot about your coworkers when you break free from the office walls. And it feels good to laugh and relate on a personal level after a long day of work and travel.

3. We ate some delicious food

We may have many differences, but thankfully, we all like Italian food. Not to rub it in or anything, but we ate pretty well on our work trip…

food - digital summit marketing conference

Maggiano’s Center City Philadelphia

4. We learned a lot at the Digital Summit marketing conference

Just to be clear, we didn’t only eat, drink and gossip on this trip. We also learned a lot and shared an incredible experience networking with thousands of other people in our industry. I’ll admit it. We nerded out a bit and got excited about trending digital marketing topics.

With that said, here are the top three take-a-ways I learned at the Digital Summit marketing conference:

Top Three Take-a-Ways from the Digital Summit Marketing Conference

1. There are always new tools emerging for marketers

The two most helpful tools I learned about at the conference were related to SEO and page design. The first tool I learned about was an additional plug-in for Yoast that tells you what blogs you already have on WordPress that might be related to the one you’re currently writing. The plug-in lists these blogs on the right side as you’re typing, which is great in helping you create internal links. I can see this tool being especially helpful for people who are new to the marketing team. For example, our interns don’t necessarily know everything we’ve written about in the past.

Another tool I learned about, which would be extremely helpful for all of our brands is tinypng.com. It is a website that compresses your images so that the file size isn’t so big. Large images often slow down page load time, but yet you don’t want to alter the size and distort the image. This tool reduces the image file size without compromising its quality.

2. Talk to your consumers the way you wish businesses would talk to you

Sometimes people say the simplest of things, and yet a reminder of something so basic can change everything. For example – talk to your consumers the way you wish businesses would talk to you. One speaker pointed out that there’s probably a pizza shop in every town that is advertising as “the world’s best pizza.” We don’t believe those signs, right? Then why would we market to our audience that way? Think about how to deliver a message to your fans that is authentic, sincere and still incentivizes them to use your brand. This thought process can also be applied when emailing prospects for link building. Don’t shoot them a basic email with a weak sale. Talk to them like you would your friend, and see how far your authenticity will take you.

3. Don’t forget to work on yourself

The third and most memorable take-a-way from this year was something related to soft skills. Across the board, I think this is the most important thing we could all improve upon – time management and productivity. The final keynote speaker, Daniel Pink, is notorious for compiling and explaining various research on timing. A best-selling author of several books on behavioral science, he raised some really good points. For example, he asked, what point in our workday are we most alert? Then, what type of work are we doing during that time? He broke it down for us. Most people have three stages to their day: a peak, a trough and a recovery. What does that mean? Basically, you’re sharpest in the morning and at night, with a lull midday. Sounds familiar, right? According to Pink, you should do your analytical work in the morning (that means stop checking emails right when you get to work!), do your administrative tasks when you’re in your trough stage and do your insightful or creative projects last.

Pink - Digital Summit Marketing Conference

Best-selling Author Daniel Pink was the Keynote Speaker at the Digital Summit marketing conference.

Were you at the digital summit? What did you learn? Share with us in the comments below!

Why Marketing With Graphic Design Can Improve Your Business

Graphic design is becoming an increasingly important component of online marketing. Design is so much more than pasting a colorful picture onto a piece of paper or using an interesting font on your website. Graphic design is a way in which we can communicate and problem-solve through the use of photography and illustration. Graphic design is a key way to connect with users or customers and sway their decision-making process. The supplementary use of imagery and color is often times a more appealing form of communication than just using written word. Hence, why so many people are interested in nailing this aspect of the marketing mix! So, how exactly does graphic design improve your online marketing? Here are four great ways that marketing with graphic design can help grow and advance your business.

marketing with graphic design

4 Ways Graphic Design Can Improve Your Marketing

1. Improves Your First Impression

Believe it or not, you have less time to make a good impression online than you do in person. This means you have just seconds to make a good impression on someone visiting your site. If your website lacks visual appeal or attraction, chances are you will lose any potential business from said viewer. Potential customers visiting your site should be able to understand what your company does, how they can help, and why they should choose to conduct business with you. Remember, you only have seconds to do this. Thus, marketing with graphic design is an incredibly important and useful tool that can help to sway their decision in your favor.

Builds Trust

In today’s digital era, online trust is becoming increasingly important in the wake of online scamming. When people visit and browse your company’s webpage, you want them to feel they can trust your site. Design, believe it or not, plays a larger role in online trust than you might think. A small study asked users to record whether they trusted certain websites they visited, and if not, why. When evaluating why there was distrust towards certain websites, 94 percent of those reasons related to design problems. This means you may be utilizing the concept of graphic design, but doing so in a counterproductive way. Some of the top reasons that viewers did not trust a website were due to a boring web design, pop-up ads, slow load times, too much text, and more. Invest time in developing a site that is user-friendly and builds trust. When viewers feel they can trust your site they will likely continue to return.

Improves Your Social Media Presence

It’s no surprise that engaging graphic design can have a major impact on your social media platforms. How you utilize design will also impact how people remember your brand. In the age of scrolling, eye-catching visuals are becoming increasingly important. Creating current and well-designed visuals will help attract new followers, likes, comments, shares, and overall engagement.

Improves Your CTA’s

As we’ve mentioned before, graphic design is a great way to communicate and engage with your audience. However, when users are visiting your webpage the end goal is almost always engagement. Whether it’s liking, commenting, sharing, or clicking on a link it all helps to increase the social participation around your brand. The use of graphic design only helps to further improve your CTA’s (call to action) Attention grabbing CTA’s will help to guide users visiting your site into potential paying customers.

What do you think are some additional benefits of pairing marketing with graphic design? Let us know is the comments below!

Skills Marketers Need to Kill It This Year

When I tell people that I work in marketing, I usually expand on that with a generic explanation like, I write blogs, website content, and manage social media for several brands. Immediately I get a response along the lines of, “so, you get paid to play around on the internet all day?”

Yes. Sort of. But not really.

Marketing isn’t as simple as it sounds, and it’s probably one of the most undervalued but cultivating tech careers out there. Believe it or not, websites don’t just magically show up on the first page of a Google search, and the information you’re reading online isn’t all written by robots. So, with that said, here are the skills marketers need to kill it this year!

Top Six Skills Marketers Need to be Successful

skills marketers need

1. You should be good at reading people

When you’re trying to lead people to your brand, you have to be good at knowing their triggers. In other words, you have to understand who your audience is and what they want. Marketing is often the process of leading someone on a personal journey to where they finally decide on your brand. That’s why reading people and building relationships is one of the most important skills marketers need to kill it this year.

2. You should be even better at communicating with them

Once you understand who your audience is, the next step is knowing exactly how to communicate with them to get them to do what you want them to. Keep in mind that there are many forms of communication – emails, blogs, newsletters – are all written forms. But there are also other ways to communicate with your audience such as videos, podcasts, and infographics.

3. Technology is your best friend

Technology is your best friend if you want to kill it in marketing going forward. Technology is constantly evolving and so should your technical skills! If you don’t know how to make a video or take a stellar photograph, take a class. If you’ve never recorded and edited audio (like in a podcast) try it out! Also keep in mind how technology works, and how your audience might be using it. For example, it’s not enough to think of keywords in the context of a Google search. You now have to consider that your audience is asking Alexa or Siri questions about where to find travel nursing jobs or the highest paying trucking positions.

4. Content creation is key… so you better be creative

Just because technology is taking over doesn’t mean that some good, old-fashioned writing skills can be tossed to the side. Writing and content creating is still one of the key skills marketers need. In fact, blog writing is getting more and more technical and competitive. It’s not enough to write a fluff piece of 500 words and slap it online. Now, research, interviews and in-depth content is killing it. This means that you better be creative if you want to succeed as a marketer. Like I said above, it’s also very important to think of content creation outside of the written medium.

5. It’s your job to make boring data interesting

Data… statistics… zzz.

Let’s face it. Numbers can be extremely boring, especially for creative writers and those artsy types that are typically drawn to marketing careers. However, data is powerful, especially if it’s specific to your brand. It’s your job as a marketer to pay attention to granular details and find a way to use it to your advantage. Yes, this might mean working with numbers. I know, you’re rolling your eyes. However, with the right presentation even the dullest of data can be interesting.

6. If you’re lazy… bye!

If you don’t want to work hard and fast, don’t pursue a career in marketing. This is an industry that is technology driven, constantly changing and requires monitoring, adapting, and commitment. So, basically, if you’re lazy… bye! Laziness, or the ability to half-ass projects, is not one of the skills marketers need to kill it this year.

What do you think are some of the top skills marketers need to be successful? Share with us in the comments below!