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Planning & Researching Topics for Your Blog’s Content

Planning & Researching Topics for Your Blog’s Content

Your website’s blog is more than just a place for you to express your thoughts and ideas; it also serves to track your target audience’s online footprints and improves the searchability of your site for SEO purposes..

If your company blog lacks organic visibility and your target audience’s footprints are scarcely visible, you’ll be looking for ways to entice them. Unfortunately, many internet resources recommend doing things like surfing social media networks and comments, sending polls, and even using blog idea generators to come up with blog post ideas.

However, the biggest downside of these methods is the lack of data demonstrating broad audience interest, which only leads to unsupported conclusions.

So, how can you know if the themes you chose will attract and engage a sizable section of your target audience?

One thing is certain: researching blog themes necessitates planning.

Let’s dive right into the process of creating a content plan for your company blog utilising a strategic and data-driven approach.

 

Step 1. Outlining Your Blog Strategy

All else comes after a well-documented approach. The steps to defining one for your blog are outlined below.

You can skip to Step 2 to define your blog’s primary subjects if you already have an all-encompassing plan for your purpose, personas, and goals.

Determining Your Business Blog’s Purpose

This will assist you in establishing clear objectives for all of your blog content. Consider the following questions:

  • What’s the point of having a blog?
  • With your blog, what aspect of your business are you hoping to improve?
  • What do you want your readers to do after they’ve finished reading your content?

Consider how the content on your blog will fit into your overall content strategy and, as a result, what kind of content visitors should anticipate to see based on where they are in the buyer’s journey when they come.

The goal of your blog could be:

  • Attracting quality traffic;
  • Generating leads;
  • Driving conversions; or
  • Educating users about your product.

After you’ve determined the stage and objective, you’ll have a clearer idea of which topics are appropriate for your blog and which are better suited to other pages.

According to the CMI, blog entries are the most effective content category for increasing brand awareness among B2B and B2C content marketers. According to HubSpot, B2B marketers that blog get 67 percent more leads than those who don’t, so it’s crucial to think about how a blog could fit into your overall marketing strategy.

Setting up Your Blog Goals

Consider a goal as a first step in achieving lucrative results for your company, whether in terms of savings or sales. Make your objectives specific and measurable, such as:

  • Attract X% of the total addressable market (TAM);
  • Increase organic traffic by X%; or
  • Get X% more leads in a year

Tip: Choose a goal-setting framework that suits you best to keep track of your progress and see the impact of your blog with the correct metrics. SMART, CLEAR, KPIs, or OKRs, for example.

Defining Your Target Audience

Your blog’s readers aren’t always willing to buy your stuff.

Make sure you understand what your audience wants on a personal level so you can create tailored, optimised content to appeal to them.

Create a portrait of each persona, including their age, gender, interests, education, and job title, and use our Ultimate Guide to Content Strategy’s Jobs to Be Done (JTBD) structure to gain a better knowledge of their needs.

Deciding on the Content You’ll Publish

Consider what value you’ll provide with your material and how you’ll set yourself apart from your competitors’ blogs.

Create a mission statement for your blog next. Include your company’s distinctive content vision, as well as the value it delivers, the audience it serves, and the values it upholds.

With all of this in mind, choose the content you’ll publish. According to Andy Crestodina, one strategy is to think about two types of content strategies: Publications and Libraries.

  • Publications cover the most recent industry news as well as popular themes that may become obsolete in the future. Emails and social media are used to distribute this content to subscribers.
  • Libraries focus on material that is evergreen, such as how-tos, best practises, and guides. This content is circulated naturally through search engines, bringing your brand to the attention of your target demographic.

Considering how you’ll contact your audience — through search engines, social media, or email, for example — might help you get started.

Tip: You don’t have to choose between Publications and Libraries; instead, pick a percentage distribution that works for your blog approach. Flying Hippo, for example, follows the 80/20 approach, which entails releasing 80 percent evergreen content and 20 percent timely information.

 

Step 2. Identifying Your Core Blog Topics

You can gain a bird’s-eye view of your future editorial plan by identifying your blog’s primary subjects.

Take, for example, the HubSpot topic cluster model. The aim is to pick five to ten main subjects for your blog and then expand on them with various data sources.

Introducing Topic Clusters

Topic clustering is a search engine optimization strategy that focuses on subjects (rather than keywords) that:

  • Improve the structure of your website;
  • Make it easier for Google to find similar material, and;
  • Increase your search engine presence.

You’ll need to publish to replicate this model on your blog.:

  • A ‘pillar’ page that covers a broad topic and usually targets a high-volume keyword (for example, ‘SEO copywriting’); and
  • Several ‘cluster’ pieces of content that focus on specialised, long-tail keywords (for example, ‘How to produce SEO content’, ‘What is SEO copywriting?’).

According to HubSpot, a subject cluster might look like this:

The key benefit of this grouping strategy is that if just one cluster page from the group performs well, it boosts organic traffic to the entire cluster – but only if the interlinking is effectively optimised.

Each piece of cluster content should connect back to the pillar page, and the pillar page should link back to the cluster parts.

Determining Your Pillar Topics

Consider your pillar themes in terms of your product or service to come up with a list.

You’ll need to go through your product’s value proposition and character portrait in this phase.

Combine your audience’s problems with the problems your product solves to come up with a common theme for your blog.

Start by studying a specific feature that solves a specific user problem to identify the first pillar topic. Then, using this model, define the problem as a broad concept:

Product (or specific feature) > Specific user problem topic > Pillar topic

As an example, let’s pretend I’m creating a blog for copywriters. I sell an SEO copywriting tool (service) that assists my customers in creating optimised texts (issue), a notion known as ‘SEO copywriting’ (pillar topic). Other pillar themes I might specify are things like “content marketing,” “content management,” and other topics that are relevant to both my audience and my tool.

To keep your blog’s emphasis clear, create 5-10 pillar subjects and save them in a file to elaborate on later.

Because this model is based on organic activity, be sure that your pillar themes are Googled. To accomplish so, use a keyword research tool to look out more popular synonyms for each of the themes.

According to Liz Moorehead, your key pillar topic should have a significant amount of search volume, but not too much: 500 monthly searches may not be worth your attention; 1,200 to 6,400 is more appropriate; and 33,000 is excessive. Keep in mind that these are simply estimates that may differ dramatically from one industry to the next and from one country to the next.

After you’ve decided on a pillar issue, the following step is to identify cluster topics that you may investigate utilising various data sources.

Recommended tools: 

 

Step 3. Expanding Your Topic List

Identifying your main topics will have pointed you in the proper path when it comes to coming up with new blog topics.

Next, consider topic research using a variety of sources, such as:

  • Brainstorming;
  • Competitors’ keywords;
  • Search and social media trends; and
  • Keyword research tools.

Brainstorming Topics

Your organisation most likely already has a plethora of industry information to draw on for blog post ideas. Invite your marketers, product managers, sales and account executives to identify the most important themes for your users.

Tip: on’t have a team or don’t like brainstorming? Proceed to the next phase after you’ve come up with at least three new ideas that answer the questions from each group below.

1. Industry Topics

These themes may help you attract people who are really interested in your sector, seeking for trends, or looking to put best practises into reality.

Ask yourself:

  • What are the most hotly debated topics in your field?
  • What are the most recent hot topics?
  • What do the professionals in the field have to say?
  • What are the most contentious issues?

2. User-problem-related Topics 

Creating content that revolves on these ideas can help you attract people who are eager to solve an issue or profit from solving it. 

These subjects might alternatively be referred to as “issues” or “opportunities.” Focus first on the problems that your target audience is experiencing, and then on the benefits that employing a solution to that problem could provide. Consider the types of questions people commonly ask and the end goals they aim to attain.

Ask yourself:

  • What problems do people suffer from in your industry?
  • What fears do they have?
  • What are they trying to achieve?

3. Product/service-related Topics

Creating content on these themes could help you attract people who are looking for solutions to their problems.

Consider what kinds of solutions people are looking for and how they go about finding them.

Consider the following questions:

  • What products/services are you competing with?
  • How do users search for a product like yours?
  • What products/services are popular in your industry (even if you don’t compete with them directly)?

What to do next: In a file containing your pillar themes, collect all of the topics you’ve identified. Make sure you’ve labelled each one with the data source. This column will assist you in prioritising your topics, determining where to find further material, and determining how to distribute your articles. This file will be revisited later.

Recommended tools:

  • Topic Research When I’m stuck, I use it to come up with popular themes or to extend a list of possibilities. Learn how to use the tool to produce content ideas in a specific region and based on a particular topic.

Collecting Competitors’ Keywords

The next step is to look at what your direct and indirect competitors are talking about in terms of relevant themes.

Even if they don’t provide a product similar to yours, keep in mind that industry blogs are your competition. If you want to gain organic traffic on issues that are important to your audience, you should keep an eye on them.

Analyzing Competitor Blog Focus

Begin by visiting your competitors’ blogs and looking through the categories to see what they’re all about. Check tags and, if feasible, filter them to determine which categories are the most common on their blog.

Your competitor’s pillar subjects might be any of these tags or categories. If they fit your strategy and have enough volume, consider including a number of them in your plan.

Conducting Competitor Keyword Research

After that, you’ll need to conduct competitive keyword research to identify any gaps in your plan.

Without the use of analytics tools, this step would be impossible. Take a free 7-day SEMrush trial and use the Organic Research report to identify keywords that your competitors rank for. Not only will you be able to search over 18 billion keywords, but you’ll also have access to other data-driven tools to help you design your content strategy.

Check keywords for:

  • The entire website (competitor’s domain); or
  • The blog section only (competitor’s subdomain).

Now, compile a list of the most relevant organic keywords that your competitors rank for. Filter terms by a specific word, such as ‘SEO.’ I prioritise collecting high-volume keywords, but I also include those with lower volumes yet still have strategic value for our company.

What to do next: Export your keywords and paste them back into your original document. Don’t forget to mention the source of your data

Recommended tools: 

  • Organic Research to see what keywords my competitors are using. Learn how to use SEMrush to locate low-competition keywords.
  • Keyword Gap to discover keywords that my competitors rank for but my blog does not. Learn how to locate your keyword gaps..

Finding Trending Topics

Now, look for themes that are currently popular in your sector. This phase will require dependable technologies that can assist you in identifying organic trends that have shown to be of interest to your target audience.

Detecting Trends on Google

Google Trends is the most obvious data source. Enter your pillar themes and the ones you brainstormed in the previous steps one by one. Then look up related questions and see how they’re trending (you can compare up to 5 phrases at once).

Examine the inquiries with the highest rise in search frequency. Pay great attention to the ‘Breakout’ results. These are queries that have seen a significant spike in search frequency because they are new and have had few prior searches, according to Google.

If you notice a surge in a certain month, it’s possible that the keyword is seasonal. Make a note of it in your file so you may write an article about it later.

Analyzing Social Media Trends

The exact procedures for spotting trends on each social site may differ depending on where your audience spends their time. However, because social trends are primarily individualised and related to your profile interests, the overall workflow is the same.

Subscribe to the media and influencers in your business. Keep an eye on what’s being discussed and what’s trending in your feed./p>

Assess each post based on its level of involvement. To get a sense of the extent of the audience’s general interest, compare the number of likes (or other sorts of reactions) to the number of subscribers.

You might also want to look on Reddit to see whether your industry has its own subreddit. If you’re lucky, you might be able to sort postings during a given period by ‘Hot’ (trending) or ‘Top’ (most upvoted (liked)) themes.

You may utilise Reddit for keyword research to get extra content ideas for your content strategy, in addition to trends.

Another approach to learn about social media trends is to look for industry research studies, such as the one we published last year called “Top Twitter Trends.

Using Data-driven Tools

While manual research on Google Trends can take hours, there are other options for finding popular subjects far more quickly. Using data-driven tools like Topic Research, which is free to try, you can quickly uncover popular topics based on a specific geography.

By utilising the trending filter, you may search for subjects that have been trending online during the last 60 days. A fire indicator indicates that a topic is currently trending. You’ll also be able to observe the topic volume right away, allowing you to gauge your audience’s natural interest.

You may start watching your competition or industry experts with Social Media Tracker to avoid manual research in social media. This allows you to find the most popular Facebook, Twitter, and Instagram posts, as well as YouTube videos and Pinterest pins.

What to do next: To your original file, add new topics. Don’t forget to mention the source of your data.

Recommended tools

  • Topic Research to quickly locate new popular subjects and identify gaps in my content strategy;
  • Brand Monitoring to locate industry influencers and reputable media to monitor;
  • Social Media Tracker to find out which of my competitors’ blogs are the most popular; and
  • Google Trends to look for popular search phrase.

Researching Keywords

It’s now time to refine and expand the list of all the themes and keywords you’ve compiled.

You can utilise Google Autocomplete, which is one of the best free keyword research tools, or you can use your free SEMrush trial for this stage. SEMrush’s Keyword Magic Tool, which has over 18 billion keywords with volume, keyword difficulty, CPC, and other data, can be used to research keywords.

Broadening Your Keyword List

This phase will assist you in locating keywords or synonyms for your topics that you may have neglected previously. Begin by researching a single topic or phrase from your list one at a time to expand your keyword list.

Look for enlarged keyword phrases that include the term you’re looking for. Find long tail keywords that are less common yet more specific. Based on your selection of seed keywords, look for semantically similar keywords. To see these, use the Keyword Magic Tool and select the ‘Related’ filter.

Rep these processes for any keyword for which you’d like to get more suggestions.

Tip: What can I say to be more specific? Visit our ‘Keyword Research guide’ to learn how to utilise SEMrush to conduct keyword research.

What to do next: Copy and paste new keywords into your document.

Recommended tools: 

Finding Related Questions

Make sure to look for questions that involve your keywords, since this will help you better grasp what a searcher is looking for.

Answering specific queries in your blog posts can help you provide value to your readers while also increasing your chances of appearing in featured snippets and voice search results.

Using Question Keyword Tools

You can identify popular questions by using programmes that collect people’s search queries, such as Topic Research, in addition to examining Google’s “People also ask” section in the SERPs. Simply type a topic and use the filters to look up popular queries.

What to do next: Copy and paste your questions back into your original document. Don’t forget to mention the source of your data.

Recommended tools: 

 

Step 4. Filtering and Grouping Your Topics

After you’ve compiled a list of potential themes and keywords, you’ll need to choose the ones that will yield the best results for your blog.

Then, based on keyword popularity and competitiveness, you’ll discover how to tidy up your topic list.

We’ll also return to the subject cluster model, allowing you to organise your keywords into clusters.

Filtering Keywords by Keyword Volume and Difficulty

This is where a keyword research tool that records search volumes comes in handy, so you can be confident that your content strategy is based on your audience’s natural interests.

The essential strategy is to concentrate on keywords with:

  • The highest volume – The more popular a keyword is, the bigger the volume; and
  • The lowest keyword difficulty (KD) / keyword competitiveness – The less competitive a keyword is, the lower the measure.

Keyword Manager is the perfect tool for this activity if you’re using SEMrush. Copy and paste all of the keywords from your file into the programme, updating the metrics for each one.

Aim for keywords with a low KD (about 60% or so), as these should be the most straightforward to start with.

Keep the keywords with a low volume and a low KD in mind as well. They may not offer you the greatest traffic, but you may have the chance to rank first in Google for them in your niche.

Also, if any of your questions have no or low volume, don’t rush to get rid of them. They are probably too long, but still contain a popular keyword. Keep all the questions in a separate tab named ‘Backlog’, and get back to them when you start creating an article. These questions will help you come up with headers or subheaders for your posts.

You should be able to eliminate any irrelevant, low volume, or highly competitive keywords that aren’t helping your approach at this point.

What to do next: Export the keywords to a file when you’re finished. Clean up your sheet and only keep the metrics that are important to you, such as volume and KD, as seen above.

Recommended tools: 

  • Keyword Manager to keep track of my keyword list’s most recent stats and to prioritise keywords

Grouping Keywords by Topic Clusters

The last step is to group your keywords into the 5-10 main categories you identified before.

To do so, you’ll have to manually associate each keyword with a pillar topic. You can stumble across a more general or popular topic that suits your pillar topic selection through manual filtration and grouping. This is the point at which you can change or contribute to your original topic.

When mapping keywords, don’t think about headlines just yet; instead, focus on the end aim. The purpose of this concept is to create a cluster of similar information around your future pillar page.

Pillar pages, which provide a comprehensive summary of a subject topic, are referred to as ‘Ultimate Guides’ by HubSpot. The cluster content would consist of a number of related pieces on more particular subjects and keywords that are still related to the pillar issue, but in a more limited way.

Using your spreadsheet, begin by introducing:

  • A pillar topic column with your 5-10 topics; 
  • A cluster topic column with the remaining topics distributed by core pillar topics; and
  • A product/feature column for each topic.*

*Remember to consider how your product or feature ties to your pillar themes (we identified this at step 2). Each cluster topic could be related to the same product or feature as the pillar topic. Some of them, however, can be matched with a different product if that product better suits the consumers’ wants and topic search purpose.

Because trending subjects have a brief lifespan, you can disperse them throughout the table or keep them separate.

Step 5. Identifying Potential Headlines

Your blog entries must fulfil your audience’s expectations — in other words, they must match search intent — in order to earn and maintain high organic ranks.

Understanding the intent allows you to build the best structure for your audience and come up with catchy headlines (and, of course, content).

Here’s how to figure out what your keywords’ search intent is so you can choose the right post kinds and headlines.

Matching Search Intent with the Buyer’s Journey

The following four types of search query intentions are frequently encountered:

  • Informational: The searcher is looking for information about a specific subject. The query could include words like ‘guide,’ ‘tutorial,’ or question words like who, how, and so on (for example, ‘how to write SEO articles’). Keywords that are informative may suggest that the user is at the awareness stage (or pre-awareness, if they are not aware of a problem).
  • Navigational: The person conducting the search is seeking for a specific webpage or website. The name of a brand, product, or service (for example, ‘SEMrush Site Audit’) is generally included in the query. Navigational keywords could signal that the user is in the research stage and wants to learn more about a particular product or service.
  • Commercial: The searcher is thinking about making a purchase and wants to learn more about their possibilities. Product modifiers such as ‘best, cheapest, top, or review’ may be used in the query (for example, ‘best SEO writing tool’). Commercial keywords may suggest that the user is in the consideration stage, comparing multiple products with the aim to purchase one.
  • Transactional: The searcher is looking to buy something. The query may include words like “purchase,” “price,” “coupon,” and so on (for example, “SEMrush subscription plans”). The majority of transactional keywords imply that the consumer is at the decision stage and is ready to purchase a product.

Identifying Search Intent for Your Keywords

Check for keyword modifiers from the previous section (e.g. ‘how’, ‘review’, ‘price’) and, if necessary, type a term into the Google search box to check for any SERP elements to establish search intent for your own list of keywords. Consider the following example:

  • Featured snippets may indicate informational intent;
  • People also ask may indicate informational intent;
  • Site links may indicate navigational intent;
  • Google Ads may indicate commercial or transactional intent; and
  • Google Shopping ads may indicate commercial or transactional intent.

You should now decide how to handle terms from your list that aren’t relevant to the goal of your blog, such as ensuring navigational keywords lead to category sites and transactional keywords lead to product pages.

Deciding on Post Types and Headlines

After you’ve established your priorities, you can start thinking about the types of posts and headlines you’ll write for your future blog posts.

Remember to think about what the searcher is looking for. When a person types a search word into Google, they expect to receive particular content in a specific format, regardless of how creative your article headline is. You risk losing both your audience and your rankings if you don’t supply this for them.

Your topic list should already offer you an idea of what people expect to see on a specific issue. A how-to guide is supposed to cover informational topics that begin with the word “how to”, “review” or “best of”.

If you’re having trouble deciding what kind of material to create, do a search for your topic to see what’s available. Your competitors will undoubtedly provide you with valuable information.

You can also go back to your ‘Backlog’ page and look for questions that are similar and could be used as a title.

Concentrate on headlines that fully and clearly describe what a reader will find inside, such as the problem they will solve or the advantage they will receive from reading it.

Recommended tools: 

  • Topic Research to discover the most resonant headlines for a topic and gain a better understanding of the user intent;
  • SEO Content Template to look at the top ten articles for a keyword in a certain place, with an average word count, supplementary keywords, readability, and other factors All of this information aids in determining which content type is most appropriate for a given keyword.

Step 6. Prioritizing Topics Based on Your Goals

Here are some suggestions for aligning your article publication priorities with your business objectives:

According to Your Cluster Topics

Create postings around a cluster that addresses a specific user issue. Create a pillar page for the cluster that brings you the most visibility (high volume), and then start generating cluster articles based on your thorough keyword analysis.

Alternatively, you can start by developing cluster content centred on low-competition keywords to gain some awareness on a topic, and then create a pillar page to provide a more comprehensive look of a high-volume topic. Your pillar page may have a better chance of ranking higher and boosting the entire cluster because of low-competition themes that rank well.

According to the Buyer’s Journey

If your blog is primarily focused on one step of the buyer’s journey, you should begin creating material for that stage first. Include CTAs and relevant links in your content to assist the reader in moving to the next stage of the buyer’s journey.

According to Volume and KD

If you’re primarily interested in organic traffic, you should generate content that focuses on keywords with the biggest search volumes and the simplest keyword problems in order to appeal to a larger audience.

According to Your Product or Feature Releases

You might start writing blog entries to support your product or feature release by focusing on any specific user problems it addresses or benefits it provides, which you should have identified throughout the product or feature development stage

It’s best practise to provide relevant, optimised information at every point of the buyer’s journey. Begin with the issues of the pre-awareness stage and ensure that you take your reader all the way to the end, i.e. the choice stage, which may be accomplished through a different channel than a blog post. Make sure your blog posts are interconnected as well, so the buyer’s journey is not disrupted.

According to Trends

If your blog post is a news outlet, you should publish pieces on hot issues as soon as it is practical for you to do so. You won’t be able to build a content plan for a specific time period if you’re covering trends, but you may still create evergreen material in the background to boost your online presence.Source: How to Research Topics for Your Blog’s Content Plan

How to build and earn customer trust

How to build and earn customer trust

What are the things you do before you decide to purchase a product from a new brand? The usual and most common thing to do is to read on the reviews from the past customers about the brand, the quality of the product, customer satisfaction, and most importantly if it is a legitimate brand. However, what if it is so brand new that there is not even one sale yet? This means there are no reviews and nothing for you to leverage.

How do you earn and build the trust of your customers? It is the hardest to earn when there aren’t any customers, to begin with. Don’t worry, this does not mean that it is impossible to gain their trust. Fortunately, there are several ways to establish this trust between your customers and your brand.

establish-this-trust-between-your-customers-and-your-brand

Add Human Touch To Your Business

What do you do when you met someone for the first time? You introduce yourself! Introduce yourself to your customers the way you met someone for the first time. 

This is why the “About Us” page is so important in every business website. It is the window for you to tell your story of how your business begins and why it began. It doesn’t have to be too formal and serious, in fact, people love to read about personal stories. You can write about the story of how your grandmother inspired you to start your business, or perhaps the history of how it all began. 

Stories like these give a personal touch and the human side of your business. This makes your customers feel emotionally connected to you and might even make them grow attached to you because of your touching, beautiful story of how you started from the bottom. It reminds them that there is a human behind this business.

personal-touch-and-the-human-side-of-your-business

Write Till Your Heart’s “Content”

Without being too pushy, good content is an essential tool to relate to your customers who have no idea who you are. A way to create content to slowly introduce your products is by blogging. Constant blog contents can show that you are invested and passionate in your business and that you also care for your customer’s issues. Customers love it when their issues are addressed, especially in a non-commercial way.

Content marketing is a way to demonstrate your specialty and expertise in your product and industry. Consumers will be able to see that you know your stuff and that they can believe in your quality and services. 

What kind of content can you write? You can write content such as tips on utilizing your products, benefits of the ingredients of your product, and many more. 

Your content has to be consistent, relevant and high-quality to actually earn the trust of your consumers. Add a Blog page to your website and start writing away!

 

“Excuse Me, What’s Your Return Policy?”

When it comes to trying out new stuff, consumers would want to really try new things but are worried it might not work. This is when they will check out if there is a return policy in your products. One of the most commonly searched and asked question is “Is there a return policy?” or “What if I decided I don’t want it anymore?” 

This is when you sweep your customers off their feet with your awesome return policy. Good return policies are the best way to let consumers know that you value their experience and to show that you are confident with the quality of your products. 

It immediately gives a sense of security to your customers because they know that if there’s anything they’re not satisfied with, you have their backs, no questions asked. Return policies actually make consumers even more tempted and willing to click on the checkout button. They know for a fact that they don’t have to worry that they are wasting their money on something they might not like.

Make sure that your Return Policy page is clear with the terms and conditions and it is linked to your FAQ page at the footer of your website.

Customer service

Live Chat Made Available

Consumers are just like the insecure significant other of yours that constantly need reassuring that their money is not duped. They want to speak to you immediately when they have doubts so why not be the good “partner” and be there for them when they need you?

Have a live chat or inquiry form for consumers to ask questions and make sure you respond quickly enough to earn their trust. Speed is really important when it comes to customer service. Customers want their questions answered almost immediately and having that live chat pop-up just adds brownie points to your new brand.

Chatting in real time and addressing their concerns encourage them to make the final step to purchase your item because customers feel valued and that they are talking to a real person and not a robot. It is almost as if they are shopping in a retail shop because there is a person behind the live chat answering all their questions and issues.

There are many other ways to earn the trust of your consumers. It is all about taking the first step and initiative to connect with them that will change their perspective of your brand. 

For more digital marketing inquiries, reach out to us at Weave Asia. 

Attracting Paid Traffic That Converts in 6 Steps

Attracting Paid Traffic That Converts in 6 Steps

Driving traffic to your website might be difficult because SEO and content marketing are a “long game” that rarely yields results fast. Furthermore, continual algorithmic modifications can limit the effectiveness of social media marketing. When initiating campaigns and looking for immediate results, this may encourage some marketers to favour purchased web traffic (PPC).

Paid traffic generation, on the other hand, does not promise immediate results, as you will be dealing with a range of elements ranging from audience behaviour to advertising platforms. Each paid traffic source has its own pricing policy and requirements for the ads it displays, which means you could end up creating a zillion different ad copy variations, getting clicks that never convert into leads or sales, and overpaying for customers who don’t provide a good return on your investment.

These obstacles can be solved by developing and implementing a well-thought-out paid traffic strategy that combines manual planning with AI automation. As a result, this post will explain how bought web traffic works and how you can use a thorough approach to make it work for your organisation.

 

What is Paid Search Traffic and How Does it Work?

Visitors who arrive on your website after clicking on an advertisement are known as paid web traffic. It can come from a multitude of places, including:

  • Display ads: Banners, texts, images, etc. placed on third-party websites;
  • Paid search: Ads that search engines like Google and Bing will show on their results pages (SERPs);
  • Social media ads: Ads served to users on social media platforms like Facebook, Instagram, LinkedIn, etc;
  • Sponsored content: Advertisers’ content that publishers are paid to distribute; and 
  • Native ads: Ads that appear on a platform in a similar fashion to its existing media.

According to Hanapin Marketing’s The State of PPC in 2019-2020, 74 percent of marketers regard sponsored traffic generation to be a major driver of their business. To understand why, we must first know the major differences between sponsored and organic search engine traffic:

 

  Where your content appears How you can get more visits How long the results take Price
Organic traffic You can occupy different positions on SERPs depending on how relevant your content is considered to be by the search engine, but some of the ads on the first page will always be higher By optimizing for search engines in a way that outperforms your competitors It is different for everyone, but strategies can take months or years to have a significant impact You don’t have to pay to appear in organic SERPs, but you do have to pay to create and optimize content, and invest in building links to increase your domain’s authority
Paid traffic At the top and the bottom of search results pages By managing bidding options, targeting options, and tweaking ad copy to outperform your competitors You can start getting visits and conversions on the day that you launch your ads, if properly optimized You pay based on the chosen model, e.g. cost-per-click (CPC)

 

It’s easy to believe that switching to PPC will help you acquire more visitors, especially since you can buy them, but simple traffic isn’t what you need. Paid traffic must create leads and transactions in order to be profitable.

This is known as “relevant” or “converting” traffic, which indicates that the people who come to your site are more likely to buy something. You can use a 6-step strategy that covers each stage of the customer experience, from clicking on an ad to becoming a paying customer to receiving such visitors from your paid traffic sources, wherever they are posted.

You’ll be able to use other digital marketing methods in the future as part of a longer-term strategy to persuade these customers to stay with you.

 

 

How to Get Converting Paid Traffic to Your Website in 6 Steps

 

Step 1: Create a Smart Paid Traffic Roadmap

People who claim that PPC doesn’t work have probably tried to run their ad campaigns without first preparing them. To prevent common mistakes such as few or no impressions, excessive overspending, and a low click-through rate (CTR), start by building a precise roadmap based on fair KPIs, thorough audience research, a clear marketing message, and a list of eligible channels to distribute it through.

 

Step 2: Plan Your Budget Wisely

One of the most common mistakes made when establishing a PPC campaign is failing to undertake adequate research in advance.

The CPC might vary greatly depending on the industry. In the electronics market, for example, a click can cost as little as $0.74, which is practically nothing when compared to the insurance industry, where the average price is $14.50.

Another issue is that failing to perform your calculations – that is, figuring out not only how much money you’re going to spend, but also what you want in return – might result in an increased ad spend that only generates a few low-quality leads to your site.

To assist you in correctly planning your budget, here are three important questions to consider:

  1. What keywords are you going to concentrate on? Keywords can vary substantially in price and competitiveness depending on your goal (brand recognition or conversions). To locate your targets, start with the Keyword Magic Tool, which provides a wealth of information about keywords and their potential.
  2. Which cities will you cover? The CPC varies a lot between states and areas. Begin by looking up your sector on the CPC Map to determine which places would be the best fit for your advertising, as well as which you should avoid in order to save money.
  3. What is your most important KPI? Keywords that raise brand awareness don’t always lead to conversions, because your audience isn’t always ready to buy. Set only one KPI for each campaign because they are more curious than everything else.

 

Step 3: Create Winning Ad Copy

Have you ever been duped about a product or piece of content after clicking on an advertisement? If you do this to your audience, they will not forgive you. Make a reasonable promise and keep it, and you’ll be more likely to get the results you want.

A targeted headline and a triggering description make up any compelling ad text. The first outlines what’s in it for your prospects, while the second shows how they can acquire it right away.

How do you create targeted ad copy to attract relevant traffic?

  • Begin by thinking about who you want to reach. Consider what they require and how your solution may assist them;
  • Examine your competitors’ targeting and try to figure out how to outperform them; and
  • Produce sufficient material for A/B testing: To build an awareness of user preferences, write at least three unique headlines and two descriptions.

 

 

Step 4: Launch an Effective Landing Page

Consider what would happen if you clicked on your ad. Is it worthwhile to investigate your landing page? Is it able to keep the promise you made?

Take a peek at the landing page for Fovitec. It’s supposed to be a sign advertising photographic lighting equipment, but it appears more like a notice of eviction:

Check your landing page bounce rate, time on page, heat map, and form abandonment rate to avoid wasting your valuable paid clicks; this is one approach to determine how appealing it is to visitors.

If they leave right after landing, the page isn’t optimised for the terms it’s showing, and you’re talking to the incorrect individuals.Your offer doesn’t thrill them if they stay for a while but never click the call-to-action (CTA) – we could go on.

Use these three pillars to establish a landing page for your advertising if you don’t already have one: relevance, attractiveness, and drive. This indicates that it is relevant to the user inquiry, that the content and images are tailored to your buyer profile, and that the title and CTA emotionally resonate with your audience to the point where they convert. Here are some pointers:

  • Title: To get more inventive ideas, look up searches relating to your seed term;
  • Content: Make sure the information your prospects are looking for is easily accessible and understandable on your page. Don’t overcrowd the page with specials and offers;
  • Visuals: Instead of the free stock photos that everyone has seen a thousand times, choose high-quality, appealing images. and;
  • CTA: It should correspond to the search intent. People seeking for tours, for example, are likely to visit dozens of websites and gather a great deal of information before making a final decision. As a result, “Get free quotations” will function better than “Buy a tour now,” because they’ll receive an email that they can use to remind themselves about your fantastic deals when they’re more likely to buy.

 

Step 5: Utilize All the Platforms

Google controls 67.78 percent of the search engine market, according to this Smart Insights report, making Google Ads extremely competitive. This indicates that your return on investment (ROI) will be lowered if the CPC is too high. Aside from that, your target demographic is unlikely to visit Google alone. If you’re a B2B company, for example, the professional-focused platform LinkedIn can be one of the greatest venues to post business-related ads.

Reaching out to consumers on all of their platforms, not just Google and Facebook, is a terrific approach to maximise the effectiveness of your ads by putting them in front of more potential buyers (within reason).

When it comes to brand safety and technical concerns, using many platforms lowers your risk because you’ll be visible on others even if one fails or goes down.

 

Step 6: Introduce Automation

You might be wondering how much money you need to budget to keep receiving results, or which channels in your long-term paid approach would be the most productive. What will the best bid for each channel be? What should you do if you’ve never made an advertisement before? What if you completed all of the steps but still received no leads or conversions?

Answering these problems necessitates extensive research or, alternatively, some AI assistance.

From channel selection to reporting on outcomes, PPC automation technology leverages AI and machine learning to enhance your sponsored traffic wherever possible. Some systems will simply automate bidding, while others will only optimise advertising, so you’ll need at least one more to match your ads to potential prospects.

Traffic Jet, on the other hand, can totally automate the traffic acquisition and lead creation procedures. Based on your goals, budget, targeting, and competitor research, this tool builds, maintains, and optimises paid ads across numerous platforms.

It’s crucial to note that Traffic Jet can’t conduct your strategic planning or landing page building for you; it’s designed to be used as part of your own comprehensive plan, following the steps indicated above, so you can keep optimising performance with the support of insights from the platform.

Here are some ways Traffic Jet may assist you:

Budgeting

In one click, a simple PPC calculator evaluates your goal, area of interest, average CPC in your industry, and KPI, and calculates your ad spend.

Ad Copy

Traffic Jet can construct millions of ad combinations for testing based on your ad copy and the creatives you submit, or it can extract the images, text, metadata, and keywords from your landing page.

Platforms and Optimization

Hundreds of paid traffic sources, including Google Search & Display, Microsoft Advertising, Facebook, Amazon, Instagram, Quora, and Reddit, will be analysed by Traffic Jet to determine the most suitable platforms for your goals (awareness or lead generation). The system keeps track of how effective each platform is and adjusts your advertisements accordingly.

Monitoring and Reporting

The programme measures how much traffic each ad sends to your site, assesses its quality, tests different channels and creatives, and then sends the data to your Google Analytics and internal Traffic Jet dashboards so you can track and analyse results.

 

Building a Paid Traffic Strategy for Your Business

As you can see, a sponsored traffic plan can be useful if your goal is to attract visitors who are interested in buying your products and services rather than simply boosting the number of visitors to your site.

You’ll have a better chance of turning this traffic into leads and sales if you follow the procedures described above (establish a roadmap, manage your budget, write winning ad copy, launch an effective landing page, and use several platforms) and combine them with PPC automation technologies.

Using tools like Traffic Jet can help you fine-tune your strategy, obtain faster results with AI, and free up time to focus on other, more time-consuming areas of your marketing strategy.

Source: 6 Steps to Attracting Paid Traffic That Converts

The Importance of having a website

The Importance of having a website

When you are searching for something on the internet, you usually hope there’ll be an official website for you to look for more information about. A website is a platform where your brand lands the first impression on your potential customers. 

It’s shocking that a lot of known brands and big companies still do not have websites. There are so many benefits to owning a website for your business.

If you’re still not convinced that having a website is important for your business and brand, then read on and let us convince you otherwise. 

why-you-need-a-website

As we were saying, every second, people around the world are searching for something on the internet. Having a website makes your business and brand seen and it is basically promoting your brand all around the clock. Your website stands a chance to be seen when people are searching for an item or anything related to what your business and brand have. 

It is also a cost-effective and 24-hour ad in the digital world. Sure, there are newspaper advertising, billboard advertising, radio and TV advertising but those actually cost more than owning a website. The former advertising methods are only temporary for a certain limit of time, however, owning a website means you get to have it for as long as your website is active.

website-as-a-24-7-salesperson-for-your-business

Not only that, it is also a 24/7 salesperson for your business. With a website, you can display all your products and services and sell or promote them at any hour of the day from people around the world. You save on labor costs and with FAQs on your website page, your customers are able to get their questions answered. You can also add an inquiry page on your website for customers who have further questions and you’ll be able to answer them when you’re available.

 

“The future of retail is the integration of Internet and digital services with the retail network.” -Charles Dunstone

 

A website provides convenience to your customers. With just a few keywords in the search bar, they are able to search for things they are looking for. And with e-commerce in your website, they can easily purchase the stuff they need with just a click away. Online shopping is the most popular shopping method these days. You can even buy groceries online and have them delivered to your doorstep in just an hour.  Even if the customers are not clicking the checkout button on your website, at least your products are made known to them, which increases the chance of customers coming back to check it out again. It’s a retail shop in the digital world.

 

What else can a website do your business? It builds credibility for your brand and business. Think about it. When you heard of a brand or a product, you want to know more about it. You will go on the internet to search for more information and details, hoping to see its website. Now, if you don’t see a website, you somehow feel a little skeptical of the brand immediately. A website is like the ambassador of your brand in the digital world. 

 

“You can’t sell anything if you can’t tell anything.” -Beth Comstock

 

You might think it is a hassle to own a website, especially if you’re not a tech-savvy person. What if we told you, it is the easiest and most convenient way to do your online marketing and ads AND branding for your brand. You can easily edit and update your website content at any time you need to. 

importance-and-benefits-of-owning-a-website

Now that you know the importance and benefits of owning a website, do you have a business that definitely needs a website? Keep in mind that owning a website solely does not miraculously help with your brand and business sales. A bad website is better off with no website at all. 

A good website means your website is user-friendly and contains good content and photos. A good website brings more opportunities to your business, but a bad website leaves a bad impression and drives away your opportunities as well. A bad website makes your brand look tacky and run-down.

In conclusion, it is important to have a website for your business as it not only drives more sales and opportunity, it builds up a good reputation for your brand. Always remember that a good website that looks professional will buy the trust of your customers. Also, it makes your brand look confident and trusting.

If we have you convinced about getting a website for your business, and you’d like to start, reach out to us, Weave Asia. With our team of experienced web designers and developers, we are sure to design a professional website that suits the nature of your business. Contact us for further details and we’ll be happy to give you advice on how to help build your business in the digital world.

 

Six ways to reach your brand’s target audience

Six ways to reach your brand’s target audience

Before you even start your business, there are a few things you’d list down a couple of important things to focus on. These are the things that will help your business grow and get your brand out there to the people and potential customers. Amongst the many important points to build your business, one of the main focus is your demographics or also better known as your target audience. Certainly, every brand has their target audience as it defines your brand. There is no such thing as a one-for-all brand.

Why is a target audience an important aspect? As mentioned beforehand, these are the people who define your brand and product. They are the core of your sales in your business. They are the one driving your business because they buy your products or services. They are the ones that your business and brand serve and seal a deal with.

So how do you reach your target audience? What are the vital steps to take to make sure the right target audience is attained for your business and brand?


Define your target market:

A few important questions to note down when defining your target market for your business. This will easily help you filter out the people who “will”, “maybe” or “never” purchase your product or services. With these people being filtered out, you will know how to curate your marketing strategies in the most targeted and cost-effective way.

Sit down and focus on these few points that will help narrow down your target audience:

Demographics: Who are your buyers? What is the age of your customers? Are they females or males, or both? What is their general income? What is their profession? 

Behavioral: How do they use the internet? How do they consume media? Do they prefer online or offline marketing?

Psychographics: What do they like? What do they dislike? What are their interests, attitudes and values? How do they think?

When all these are narrowed down, you will know who your target audience is and how your product can appeal to them.

Now that you know your target audience, how do you reach them? Let’s say for an example that your company is a beauty brand that sells products ranging from skincare, makeup, hair and body products, then your target audience will be mostly female buyers aged 18-65. How do you reach female buyers who are 18 to 65 years old? Here’s how.

 

Know where they spend most of their time online

There are dozens of social media platforms out there that can reach to your potential customers. Women are spending a lot of their time browsing websites and online stores. Some would also check out blog shops on Facebook and Instagram pages that they follow.

Create content that will appeal to your customers

According to our example of beauty products business, we have a target audience of females aged 18-65 years old. So, what content will draw their attention? They are probably consumers who like a new makeup range, or a skincare product that could reverse aging, or probably a hair product that makes your hair soft and bouncy like A-list celebrities on the red carpet. Creating enticing content with relevant information is bound to get some clicks into your website or online store from your potential customers.

 

Collaborate with niche bloggers or social media influencers

Here is the part where you would need to do some scrolling and “following”. Look out for key opinion leaders (KOLs) or social media influencers who specifically focus on a certain category or topic. In our example case, it would be getting someone who is a beauty guru, makeup guru or a styling guru. Get in touch with them to work on a campaign with your brand. There are a lot of ways these bloggers can help promote your brand and reach your target audience. Some of the many ways are getting them to do an “unboxing video” of products you sent them. These products will be the products you want to market to your customers and buyers. These bloggers can also do reviews of your products and perhaps introduce a new range of skincare your brand has. 

 

Create targeted ads

With quality content that will captivate your target audience attention, what do you do with the content? Where do you display this content? With Facebook Ads of course. Facebook Ads will be able to reach the target audience you want by simply clicking the demographics you’d want to reach and these ads will appear to your target audience. We’ve talked about Facebook Ads in our previous articles that you may find helpful.

 

Ensure your content is mobile friendly

With great content and Facebook Ads running your campaigns online, it is vital to make your content mobile friendly as well. Most of your customers are browsing through their phones most of the time, especially when they’re on the go and want to just quickly scroll through their social media. 

Your content has to be able to access every platform and fit perfectly on mobile devices. 

 

Partner with other brands

It doesn’t necessarily have to be a competitor to be your partner. Look for a brand that complements your products and that can fall right in place with your brand without looking too forced. For beauty products, especially hair products, partnering with a well-known hair salon will help get your brand exposed to your target audience. You just have to think out of the box and find a good complement for a partnering brand.

 

We hope this article has helped you understand better about how having a target audience is important to your brand and company. A target audience in a way helps you survey your products whether it is something they’ll be repeating their purchase on, and whether or not they would recommend a friend as well. 

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