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How to Develop a Winning Social Media Campaign for Your Niche Audience

So, you’d like your brand to connect with your audience in an authentic and lasting manner, and you’d like to use social media to meet this goal.

What you need to do is to come up with a concrete social media campaign. Whether you want to do on your own or with the help of a social media agency New York, is completely up to you.

While you regularly post company updates and blog content across various social media platforms, you aren’t certain how you can develop the campaign.

Here are the steps you need to follow:

1. Identify the target audience
Firstly, you need to know who your audience and the things they find important. Most businesses error by putting together a social media campaign whose focus is purely on the benefits associated with their services and products without considering the needs and challenges of their audience. This can lead to wasted budget, time and other resources.

Instead, you should take time to know more about your audience and the things they care about the most. A good place to start is to create customer personas, which refers to imaginary profiles of your ideal customers complete with basic details such as their demographics and specific information like the challenges they face, their sources of information and places they visit when buying services or products.
To create customer personas and know your ideal audience, follow these steps:

• Make general assumptions about the target audience on the basis of your previous experience with such customers.

• Carry out further market research to help you correct or confirm the assumptions and discover any new opportunities in the market.

• Interview some of your best customers to know what exactly drives them and the things they care about the most whenever they’re making a purchasing decision.

• After researching on your target audience, flesh out these personas and develop profiles that can help you go ahead with your content marketing.

After knowing your target audience and what drives them, you’ll be in a position to use a social media campaign and reach them effectively. This will inform the content types you use as well as the approaches used to engage them. If you’re too busy to get started with this, you may ask for help from a social media agency New York.

2. Choose the right social media channels
Now that you have an idea of what your target customers care about the most, the next step is to find out where these people hang out online. Many social media platforms exist for brands looking to connect with their audience. But your brand may not have the resources and time to be on all of these sites. Therefore, you should strategically select those channels that are relevant to your audience.
When selecting the social media sites that best suit your campaign, keep the following in mind:

• Audience-Which channels have a large audience that can let you expand your reach?

• Demographics - Which platforms have the biggest number of people that will fit within the demographics of your target audience?

• Features-Which social media sites provide features that make it easy for you to highlight your brand?

• Activity – Which channels have a highly active user base? How do years engage on this channel?

3. Create specific campaign objectives and goals
Before you launch your social media campaign, you should decide on the campaign’s goals and objectives. Look at what you intend to achieve from this particular campaign and how these goals fit in with your company’s marketing goals as well the overall business objectives.

Most brands use the following common goals as their starting point in their social media campaigns:

• Generate more traffic to the business website
• Get new leads
• Convert those leads into buying customers
• Sell a specific service or product
• Raise brand awareness
• Communicate with their customers
• Build brand authority

Remember to clearly highlight your goals and follow the SMART system of goal setting. In other words, ensure your goals are specific, measurable, achievable, relevant and time bound. For example, if you follow the SMART goal setting system, you’ll realize that “increase revenue” doesn’t mean anything. Instead, specific the much you intend to increase revenue by, and within what duration.
Keep those specific goals in mind when selecting promotion techniques and the content type you intend to create for each campaign.

4. Choose different promotion methods for each channel
Every social media site has unique best practices that you should keep in mind when executing your campaign. If you choose Facebook and Instagram, for example, be sure to follow the social media rules applicable on these channels.

After deciding on the channel type to use, you know how to pass across your campaign content for every channel. Certain channels have features that let you publish various content types that can engage your audience.

For instance, Instagram, YouTube and Facebook allow live video streaming that you can use to connect with your target audience at a particular time. Remember, you can still use paid advertising opportunities on certain channels such as Facebook and Instagram. While engagement and organic content can help you to establish relationships with some customers, paid advertising can let you reach out to more consumers who are interested in your brand, but not yet engaging with your content or following you.

5. Craft a content calendar
After knowing the goal of your campaign and the way you intend to promote content on different channels, you should now create a content calendar. The role of content in your social media campaign can’t be overemphasized. It forms the first line of communication, and this is what followers, fans and the rest of the audience will see before they decide whether to engage.

Your objectives and goals will determine the type of content to develop for your campaigns. Examples of content types you may want to include are blogs, landing pages, eBooks, text posts, videos and images.

Pick individuals from your sales and marketing teams to help decide on the right content topics. Also, include people from the customer support team because they’re experienced in handling customers directly and understand the challenges they experience. If you’re a small business without such a team, seek help from a social media agency New York.

After deciding on the content types and the topics of focus, you should organize the information in a content calendar. You can use a Google spreadsheet or a paid program for this.
Each person’s editorial/content calendar may look different. Go for a format that works well for you. Typically, an effective content calendar contains:
• Title or topic
• Description
• Content type
• Author
• Post date
• Due date
• Promotion information
• Other useful notes
Keep the content in your company server or Google Drive so everyone can access it.

9 Questions to Ask When Hiring an SEO Company NYC

9 Questions to Ask When Hiring an SEO Company NYC

If your site doesn’t appear on Google’s first page of search results, potential customers may not know about the existence of your business. Search engine visibility plays a vital role in attracting visitors to check out your website whose result can be improved brand awareness as well as more sales. But you may lack both time and technical expertise to improve the ranking of your website in search engines. You may, therefore, want to hire a reliable SEO company NYC.

Here are important questions to ask a prospective SEO firm NYC before hiring them:

1. Who are your past and current clients?
A reputable SEO company NYC should be freely share a brief list of its former and current clients along with their contact details. You can use these references to establish how effective the company is, and confirm that the agency, indeed, worked on particular SEO campaigns. While clients may not give specific analytics, they can at least tell you whether they saw a positive impact in their website’s ranking, gaining audience and conversions as an outcome of the efforts by the SEO company NYC.

2. How do you intend to improve the search engine rankings of my website?
Reputable SEO agencies should openly discuss the approaches they intend to use to increase the ranking of your site in search engine results and given an estimation of the period it might take to hit the SEO campaign goals. Steer clear of agencies that avoid discussing their methods.

Ensure their proposal talks about conducting your website’s initial technical review to remove any issues that may lower your ranking in search results. This may include fixing error pages and broken links. The SEO company NYC should also offer on-page optimization, which refers to the process of making your site friendly and search engine optimized. It includes improving the URL of your website and internal linking in addition to developing HTML tags, web page titles and keyword placement, among other processes.

In addition, ask the firm if they also provide off-page SEO techniques aimed at generating quality links from other websites back to yours.

3. Do you follow Google’s webmaster guidelines?
You should find out whether the agency strictly adheres to Google’s webmaster best practices that specifically that forbid the use of 12 common tricks used in SEO such as including hidden links or text, adding irrelevant keywords to pages, adding unoriginal content to pages and many others. If the SEO company doesn’t adhere to these guidelines, you may find your site occupying a low ranking in search engines, or even worse, Google may ban it from showing in search results.

4. Do you guarantee my site will move to number one ranking in major search engines like Google, Yahoo and Bing?
If the SEO company answers yes, you should turn in the opposite direction and run as fast as you possibly can. It’s not possible to guarantee the topmost ranking in any search engine. So, any company or consultant that gives such guarantees may not be genuine.

If the SEO firm NYC claims to have some insider relationship with any search engine to ensure you rank first in search results, you should consider it a red flag. Only Bing, Google and Yahoo have full control on how low or high a website should appear in search results.

5. Do you have experience in improving local search results?
Showing up at the top of the local search engine results is particularly essential to a small business trying to attract customers in its neighborhood. If your site is optimized for local SEO, it should show up when a nearby user searches for keywords relevant to your business.

To attain that, the SEO firm NYC should include the name of your company’s city or/and state to your site’s meta descriptions and title tags, getting it listed on Google, Yahoo, and Bing’s local listings, which are the directories of businesses that address the needs of a particular geographical area.

6. Will you keep me updated on all the changes you’ll make on my website?
Effective search engine optimization will require several changes to be made on your site’s coding. It’s crucial that you know that you know the exact changes the New York SEO agency intends to make and on which pages. If you think it’s necessary for the SEO specialists to get your consent before accessing and adjusting the code, go ahead and say so.

For instance, will the SEO experts modify the existing HTML code or add new title tags to it? Will they offer extra content highlighting your services and products to enhance the number and visibility of on-page keywords relevant to potential customers? Besides, do they have a plan to add new pages on your website or redesign some or all of your site’s navigation?

7. How do you measure your SEO campaign’s success?
To determine how successful your SEO efforts are, you need to track the amount of traffic being sent to your site and its source. An experienced SEO firm NYC should know how to use Google Analytics along with Google Webmaster tools to track improvements on your website’s ranking in search engines, the type of keywords people use to find your website, the number of links from other sites bringing traffic to yours and much more.

Remember to ask how often they would like to share these essential analytics with you. Also, find out how they plan to use the data to constantly improve your web traffic and search engine rankings. Typically, most agencies report this once or twice a month.

8. What do you need from us to carry out your campaigns?
Legit SEO companies should answer this question with a list of needs and questions. To do their work well, they should ask for detailed information regarding your audience, goals, industry and KPIs. They should ask about what other channels you’re using for digital marketing that can affect your content. They’ll need to be granted access to your Google Analytics. All of these details are essential; for effective SEO. So, agencies that ask for very little from you are probably not able to develop an SEO plan for long-term success.

9. What are your rates?
Once you’re happy with the interview and are convinced that the SEO company NYC can deliver, it’s time to agree on the cost and get started. In doing this, find out whether the agency would like to work with a monthly retainer, hourly, or project based rates. Most agencies go with project-based payments, and the amount depends on the project complexity.

A pricing survey by Moz shows that most contract projects are charged somewhere between $2500 and $11,500. For retainers, most firms charge between $251 and $500 per month on a lower end and approximately $2501 to $7500 per month on the mid and higher end. The study also shows that the common hourly rates are between $100 and $250. However, agencies that serve small businesses usually charge slightly lower fees per hour and month.

5 Tips for Choosing the Best SEO Company NYC

5 Tips for Choosing the Best SEO Company NYC

Both startups and established companies choose to work with a New York SEO company rather than do it in house. The reasons for this choice are clear: it’s affordable and SEO is better left in the hands of experienced team of experts.

However, if you typed a term like the best SEO company NYC, you’re likely to come across many companies that may confuse you. Should you settle for the first 10 results only? Well, that may not be the right approach.

Here are tips to help you choose a reputable New York SEO company:

1. Define your SEO goals
To find the right experts for your job, you should first, figure out the areas of internet marketing SEO you need to improve on. Some of the goals may be to boost leads, increase exposure, refine your on-page SEO, increase conversions, just to mention a few.

While these goals look great, you should move a step further to provide definite values that define success. For example, what is the number of unique visitors per month you’re looking for? What exact number do you think is going to justify your ROI? If you aren’t sure about the goals, then get someone to perform a digital analysis. Reputable SEO agencies can do this for free and send you a report with areas that you need to focus on.

Remember, though, search engine optimization won’t give you results overnight. For the most part, it’s a gradual process that needs ongoing effort. To achieve your goals, you should have a crystal clear roadmap created with plausible KPIs to help you succeed. Without this roadmap, even the best SEO company NYC may find it a bit difficult to assist you.

2. Gauge the portfolio
If you go through the website of a New York SEO agency, you’re likely to come across several case studies and businesses they’ve worked with before. While some clients may want to remain private for some reasons, most don’t have a problem with placing their links on the website of an SEO company. After all, that’s free publicity, right? However, if the website doesn’t have a list of clients or perhaps a sign they’ve done business with actual companies, it may be a red flag.

By looking at the portfolio of a New York SEO agency, you’ll understand the types of business they handle. It’s important that you look for partners with previous experience handling companies in your niche. For example, if you’re a dentist, you may want to go with an agency that has worked with other dental clinics.

It shows the agency is experienced in your industry and knows its way around making things work. On the other hand, if the company’s portfolio spans across several industries, then it’s a good sign that shows the agency is versatile and ready to adapt.

3. Conduct a thorough background check
A good New York SEO company has testimonials on its website, and when you go through these testimonials, they are likely to be stories of success. While these are typically good for reference purposes, you need to dig slightly more to make a good judgment.

The testimonials you want to read are those from an average client. What experience did they go through with the company? If possible, try to contact at least three businesses that used the services of the agency. Other than asking about the outcome of their association with the company, you may want to find out how their day-to-day interactions felt like.

If you would like to get more specific and detailed information, call the agency to request for case studies or submit an online form they can fill out. It’s a smart way to find out what the company is capable of.

4. Schedule a consultation
Whether you’re thousands of miles or a block away from the company, consider asking for a consultation. Often, the SEO firm NYC will conduct some research on your niche and out together a couple of strategies they’ve used on previous clients. A consultation can help you know more about the people on their team as well as their degree of creativity and passion.

Building a trusting relationship with the firm is paramount, so use this chance to see how well you can become good business partners. Do you get what they are explaining? How do you find their attitude? Are they trying to oversell? Do they seem passionate about their job? It’s at this time that you can also ask specific questions.

5. Define your budget
Before you find yourself paying for a service that’s beyond your budget, you should plan out the budget beforehand. So, be sure to ask about price ranges and budget deals early on to confirm if their service is within the price range you set. When the time for choosing a package deal comes, check back your original goals to figure out which package will help you achieve your goal.

Final thoughts
When looking for the best SEO company NYC, selecting the right company is essential. This is because the partnership will be long-term, and so you should be certain of who you intend to do business with. Also, remember, not all SEO agencies or content marketing companies live up to all of their promises of better rankings, more traffic and more leads. Therefore, steer clear of any New York SEO agency that promises any of the following:

• Doubled traffic
• Overnight rankings
• Search engine submissions
• Instant leads
• X amount of backlinks
• Specific ROI projections

If you’re looking for such promises, you can find them. However, you may regret later on after you discover the results are far from what you’d signed for.

If you settle for a certain SEO firm NYC, ensure you evaluate your search strategies every 6 to 12 months. The reason is search engines continue to shift, morph and become more intricate. And so, if you intend to succeed for the long haul, you should change as well.