Webinars That Wow: 5 Tips for Create Engaging Webinars #MPB2B

Creating Engaging Webinar Experiences

Creating Engaging Webinar ExperiencesThink about it. Do you enjoy being marketed to?

As marketers, we love our jobs; we love marketing. But like anyone else, it’s safe to say that we don’t enjoy receiving cold pitch emails, or downloading gated white papers, or spotting that “Request a Demo” ad for the 10th time.

As Mark Bornstein, Vice President of Content Marketing at ON24, said during his Keys to Engagement Driven Webinars session at MarketingProfs B2B Marketing Forum 2018, we’ve a reached a tipping point.

While the channels have changed, marketers are still very much relying on passive tactics that simply don’t engage. Modern audiences want to learn, but they also want to be inspired. And our professional expectations are very much evolving alongside our personal lives. With the Netflix model, we can choose to consume the content we want, when we want to.

So the question is: How can brands create content that prospects “want” to consume and engage with?

Mark says webinars are the ultimate engagement channel. And as it turns out, 66% of buyers say they prefer webinars to any other content formats, according to the 2018 Content Preferences Survey Report.

Webinars are certainly not new to marketing, but it’s time to re-think how we build them and use them. With these key elements, webinars can go beyond the „talking power point“ and drive interactivity, engagement, and conversion.

5 Key Elements of the Engagement Driven Webinar

#1 – Branded Experience

Yes, your webinar slides probably have your logo and use the typical brand sanctioned fonts and color pallette. However, your webinar experience, should integrate with your emails, website, mobile apps, and the list goes on. Mark suggests including campaign images, taglines, and visuals to create a compelling and brand immersive content experience.

#2 – Multimedia Experiences

We’re just beginning to duplicate TV-like experiences with marketing, and webinars are a great way to create conversations over presentations. Think about how many of us tuned in day after day to watch Oprah having conversations on stage. Would we have watched if she was flipping through slides from off camera?

An example of an innovative webinar experience is Live with Marketers from *LinkedIn, a digital talk show experience.

One tip for creating engaging conversations is to build or leverage an existing brand personality. Find someone you can put in front of the camera that the audience can connect with and wants to watch. Then build your series around that individual.

#3 – Human Engagement

In order to drive true brand engagement and affinity, the most important thing you can do is drive audience members to take action while experiencing your content. Calling or incentivizing the audience to ask questions, tweet, download content, or respond to live polls creates a more immersive experience.

Webinars don’t have to require audience members to passively listen in while checking emails. The more you can encourage engagement, the more your audience will connect with your content and brand.

#4 – Multi-Touch Content Experiences

Historically, marketers have found webinars can effectively move a prospect more quickly through the buyer’s journey by creating a multi-touch content experience. But typically, the page where the webinar lives doesn’t offer other types of content for people to engage with.

Creating on-page links to relevant content and via nurtures following the event allows you to engage prospects further. Don’t be afraid to distract your audience from the webinar itself; allowing them to choose the content experience they want to pursue, models the personal experience of on demand content binging.

Types of content you can link to from your webinar page includes:

  • Resources (e.g. white papers as supporting content)
  • Links to other relevant web pages, blogs, or events
  • Other upcoming webinars

#5 – Turning Webinar Engagement into Data That Converts

If you’ve engaged your audience during the webinar via polls, questions, and content downloads, you have some awesome inside info about your audience. And you can turn those webinar insights into email nurtures or they can be passed to the sales team. Knowing a prospects‘ hottest questions or pain points, opens the door to a great sales experience for your internal team and the prospect.

What’s Next in Webinar Marketing

For brands where webinars are creating impact, many are already looking toward the next thing. Mark suggests we’ll start to see more brands offering:

  • On-demand webinars for content binging: Webinar gateways allow you to get more mileage out of your content and the user to select the content that works the best for them.
  • Creating targeted experiences: Account-based marketing (ABM) efforts can be extended to your webinar marketing via recording specific webinars for target accounts or vertical, targeted on-demand landing pages, and so on.

Regardless of the form, content that drives visitors to consume for longer periods of time and meaningfully interact indicates a more enjoyable, persuasive, and ultimately impactful content experience. .

Are you using webinars to connect with your audience now? Tell us in the comments section below.

The post Webinars That Wow: 5 Tips for Create Engaging Webinars #MPB2B appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Voice search and local SEO: How to get started?

There were over a billion voice searches a month, as of January 2018 and 40% of those mobile searches had local intent. This strongly suggests that local SEO now requires optimizing for voice.

The human brain is wired to love convenience. Voice search is enabling people to search with the help of their voice and search engines have become accurate enough to provide direct answers to their voice commands.

As an SEO, how should you revamp your strategy in order to gain an edge over your competitors?

In this guide, I’ll tell you what you can do to make your clients‘ local business websites the superstars of voice search.

Focus On Long-Tail And Localized Keywords

Purely voice focused SEO requires you to research and find out long-tail keywords. More than 70% global searches, in fact, are for long tail keywords.

Purely local SEO requires, of course, the localization of keywords by adding geographic indicators to them. Geo-local indicators include; Brooklyn espresso, 18th, and Broadway french fries.

These two research strategies need to be integrated to get the best traction from voice and local SEO as a single channel. Here’s how you can do this:

  • Using any of your favorite keyword research tools:

    • Run queries for your website’s main keywords, appended with your business geographical indicator (city/region/country/etc.)
    • Find out a list of keywords three or more words long
    • Arrange them in decreasing order of search volume and increasing the order of competitiveness
    • Extract the top 100 (or 50) from both lists, and find out the ones common to both lists (means high search volume and low competition keywords)

This, however, is a manually time-consuming method.

  • Use Google Autocomplete: This one’s much easier and quicker to execute. For starters, type in your local search query into Google’s search box, and wait. The trick here is to:

    • Either write your primary keyword only (and add the city name to suggested keywords later), or

  • Start with the city name followed by your primary keyword, if you also want more versions of city name based keywords

  • Use Google Related Search words: Check out the related searches keywords at the bottom of the search page.

I would add all these long tail localized keywords into an Excel sheet, and then run them through a keyword research tool to identify the ones with the right balance of search volume and keyword difficulty.

Latch On To The Micro Moments

For a marketer, a micro-moment is a crucial fraction of the buyer’s pre-purchase journey. Hence, micro-moments need to be tapped correctly as these can nudge the buyer into purchasing from your business.

At the core of each of these moments is a question. For a local business, all these questions can be translated into question-form keywords, which makes their content highly contextualized and valid as answers to these questions. Here’s an infographic to help you understand the micro-moments, and the questions that arise in the buyer’s mind at these moments.

For instance, consider these questions for the four micro-moments:

  • I want to know: What are healthy breakfast choices?
  • I want to go: restaurants near me?
  • I want to do: how to decorate your bedroom?
  • I want to buy: best place to buy fresh vegetables

I’ll tell you more on optimizing your local website to tap these micro-moments in the next section.

Let Your Business Be The First To Answer

Shoppers have questions before they buy; the brands that can answer the quickest will get their business. From a local + voice SEO perspective, this boils down to optimizing your local website for the queries that users will ask their mobile phones‘ voice search assistants. To build a list of question form keywords, I recommend these two tools.

  • Keyword.io: Nothing better than this neat little tool to find question-form local keywords quickly. Just type in a generic keyword related to your business/brand/product, and choose the ‘questions‘ button on the dashboard to filter down to question-form keywords.

  • Google Auto Suggest; Yes, it works for question keyword research too. Type in your local variation main keyword by adding a question word in front of it (see the example), and you’ll get important, related, and high search volume question form keywords.

  • Apart from these, you might also want to check out Answer The Public, a free tool that offers a visually enriching interface and dozens of question-form keywords related to your input keywords.

Note: If entering local keywords such as ‘cheap cruise tickets in London‘ does not return any question keywords, remove the local element, re-do your questions search, and add the local element to these questions on your own.

Get The ‘Context‘ Perfectly Right For Your Local Business Website

To make your local business website get Google’s love for relevant voice searches, you need to communicate its context comprehensively. After all, Google doesn’t want to be embarrassed by showcasing irrelevant search results for voice queries. To make your local website’s context clear to Google’s algorithm, do this:

  • Claim your Google My Business listing, complete your profile, and categorize your business correctly.
  • Work towards building up your local business‘ citations (also called NAP – name, address, and phone number) online.
  • Claim and complete your listings on the major business directories online.
  • Consult Google’s Structured Data Markup Helper to identify the different content types you can markup.
  • Research LSI keywords and weave your web content around them, so that search algorithms are 100% certain that your website offers the right content to be shown in a voice search query
    • Use LSIGraph; a free and easy to use tool to generate contextual and topically related keywords
    • Key in your main local keyword, and extract the list of LSI keywords

What to do with Long Tail, LSI, and Question Keywords?

Now that you have a massive library of a long tail, LSI, and question keywords, all localized to your target geography, it’s time to bring out their SEO juice and use it to make your local business website super visible for voice searches. Here are the best practices to stick to:

  • Add all your keywords in an MS Excel (or equivalent) document.
  • Categorize your keywords; this is as simple as adding a generic tag in the column next to your keyword. I have taken a few examples from the ‘cheap cruise‘ example.

  • Even if you have 500 keywords, this exercise won’t take more than a couple of hours, and you will have ample artillery to manage your voice + local SEO for several months to come.
  • Once done, sort them into the categories you assigned them, and ask your copywriters to create content, ensuring that:
    • The keywords are used in the page title, meta description tag, and image tags
    • Keywords are used naturally in the content
    • The page content is structured into short paragraphs with subheadings containing keywords

Concluding Remarks

The unsaid rule of digital marketing is – find your niche. The same can be extended to understand how voice search and local SEO’s overlapping nature can enable brands significantly improve their online visibility. Don’t wait, because your competitors are coming for you. Get started with the methods I’ve put together in this guide.

The post Voice search and local SEO: How to get started? appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Voice search and local SEO: How to get started?

There were over a billion voice searches a month, as of January 2018 and 40% of those mobile searches had local intent. This strongly suggests that local SEO now requires optimizing for voice.

The human brain is wired to love convenience. Voice search is enabling people to search with the help of their voice and search engines have become accurate enough to provide direct answers to their voice commands.

As an SEO, how should you revamp your strategy in order to gain an edge over your competitors?

In this guide, I’ll tell you what you can do to make your clients‘ local business websites the superstars of voice search.

Focus on long tail and localized keywords

Purely voice focused SEO requires you to research and find out long-tail keywords. More than 70% global searches, in fact, are for long tail keywords.

Purely local SEO requires, of course, the localization of keywords by adding geographic indicators to them. Geo-local indicators include; Brooklyn espresso, 18th, and Broadway french fries.

These two research strategies need to be integrated to get the best traction from voice and local SEO as a single channel. Here’s how you can do this:

  • Using any of your favorite keyword research tools:

    • Run queries for your website’s main keywords, appended with your business geographical indicator (city/region/country/etc.)
    • Find out a list of keywords three or more words long
    • Arrange them in decreasing order of search volume and increasing the order of competitiveness
    • Extract the top 100 (or 50) from both lists, and find out the ones common to both lists (means high search volume and low competition keywords)

This, however, is a manually time-consuming method.

  • Use Google Autocomplete: This one’s much easier and quicker to execute. For starters, type in your local search query into Google’s search box, and wait. The trick here is to:

    • Either write your primary keyword only (and add the city name to suggested keywords later), or

  • Start with the city name followed by your primary keyword, if you also want more versions of city name based keywords

  • Use Google Related Search words: Check out the related searches keywords at the bottom of the search page.

I would add all these long tail localized keywords into an Excel sheet, and then run them through a keyword research tool to identify the ones with the right balance of search volume and keyword difficulty.

Latch on to the micro moments

For a marketer, a micro-moment is a crucial fraction of the buyer’s pre-purchase journey. Hence, micro-moments need to be tapped correctly as these can nudge the buyer into purchasing from your business.

At the core of each of these moments is a question. For a local business, all these questions can be translated into question-form keywords, which makes their content highly contextualized and valid as answers to these questions. Here’s an infographic to help you understand the micro-moments, and the questions that arise in the buyer’s mind at these moments.

For instance, consider these questions for the four micro-moments:

  • I want to know: What are healthy breakfast choices?
  • I want to go: restaurants near me?
  • I want to do: how to decorate your bedroom?
  • I want to buy: best place to buy fresh vegetables

I’ll tell you more on optimizing your local website to tap these micro-moments in the next section.

Let your business be the first to answer

Shoppers have questions before they buy; the brands that can answer the quickest will get their business. From a local + voice SEO perspective, this boils down to optimizing your local website for the queries that users will ask their mobile phones‘ voice search assistants. To build a list of question form keywords, I recommend these two tools.

  • KeywordTool.io: Nothing better than this neat little tool to find question-form local keywords quickly. Just type in a generic keyword related to your business/brand/product, and choose the ‘questions‘ button on the dashboard to filter down to question-form keywords.

  • Google Auto Suggest; Yes, it works for question keyword research too. Type in your local variation main keyword by adding a question word in front of it (see the example), and you’ll get important, related, and high search volume question form keywords.

  • Apart from these, you might also want to check out Answer The Public, a free tool that offers a visually enriching interface and dozens of question-form keywords related to your input keywords.

Note: If entering local keywords such as ‘cheap cruise tickets in London‘ does not return any question keywords, remove the local element, re-do your questions search, and add the local element to these questions on your own.

Get the “context” perfectly right for your local business website

To make your local business website get Google’s love for relevant voice searches, you need to communicate its context comprehensively. After all, Google doesn’t want to be embarrassed by showcasing irrelevant search results for voice queries. To make your local website’s context clear to Google’s algorithm, do this:

  • Claim your Google My Business listing, complete your profile, and categorize your business correctly.
  • Work towards building up your local business‘ citations (also called NAP – name, address, and phone number) online.
  • Claim and complete your listings on the major business directories online.
  • Consult Google’s Structured Data Markup Helper to identify the different content types you can markup.
  • Research LSI keywords and weave your web content around them, so that search algorithms are 100% certain that your website offers the right content to be shown in a voice search query
    • Use LSIGraph; a free and easy to use tool to generate contextual and topically related keywords
    • Key in your main local keyword, and extract the list of LSI keywords

What to do with long tail, LSI, and question keywords?

Now that you have a massive library of a long tail, LSI, and question keywords, all localized to your target geography, it’s time to bring out their SEO juice and use it to make your local business website super visible for voice searches. Here are the best practices to stick to:

  • Add all your keywords in an MS Excel (or equivalent) document.
  • Categorize your keywords; this is as simple as adding a generic tag in the column next to your keyword. I have taken a few examples from the ‘cheap cruise‘ example.

  • Even if you have 500 keywords, this exercise won’t take more than a couple of hours, and you will have ample artillery to manage your voice + local SEO for several months to come.
  • Once done, sort them into the categories you assigned them, and ask your copywriters to create content, ensuring that:
    • The keywords are used in the page title, meta description tag, and image tags
    • Keywords are used naturally in the content
    • The page content is structured into short paragraphs with subheadings containing keywords

Concluding remarks

The unsaid rule of digital marketing is – find your niche. The same can be extended to understand how voice search and local SEO’s overlapping nature can enable brands significantly improve their online visibility. Don’t wait, because your competitors are coming for you. Get started with the methods I’ve put together in this guide.

Source:: searchenginewatch.com