The art of writing has been prominent throughout human existence, from ancient scriptures, through the works of Shakespeare, and up to modern times where we have a sales copy and content writing being an integral part of digital marketing. Whilst these were all written for different reasons and at various stages of human development, one thing they all have in common is that they were written by a human being.
You might retort, “Well who else could have written them?”. In the past, nobody, but today there is an alternative to a human being writing content and that is artificial intelligence (AI). AI has developed rapidly recently, to the extent that some claim that content written by AI can be indistinguishable from the writing of a human.
Now, before we go any further what we are not talking about here is a robot sitting at a keyboard and typing out a 1,000-word blog post. That might be how it is portrayed in Hollywood, but we are instead alluding to software that can create written content.
AI Writer Uses And Limitations
Where AI writers have been proven to be useful with content creation, is in identifying popular topics and those which are most relevant to a specific audience. Provided it has been programmed with the required writing data it can then generate a piece of content based on the topics and audience it has identified.
Before anyone who writes for a living thinks they need to start looking for a job, and that includes the person writing this, we must point out that AI writers do have significant limitations. First, they are incapable of writing creative sales copy which is an essential part of digital marketing and other marketing channels. AI writers do not have the emotions that human writers have and thus cannot infuse what they write with emotion.
Also, an AI writer requires pre-existing data or text that they use to generate the content they write. However, if the writing which is required has to be created from scratch then AI writers are incapable of producing anything, which is not the case when humans sit down to write.
Unless you want to pay for all the traffic which visits your website, you must have an effective SEO strategy to improve your search engine ranking and thus generate free traffic. If you plan to implement this yourself, you must avoid some of the most basic and damaging mistakes that can seriously harm your website’s chances of being ranked well.
Using ‘Black-Hat’ Tricks
For every SEO technique which Google and the other search engines accept and welcome, there is one which tries to ‘game the system’. These black hat methods may bring some short-term improvement to your ranking but in the long term, they will only serve to damage your site. It can even be blacklisted altogether meaning it will never rank.
Don’t be tempted by dodgy shortcuts, and instead practice sound, well-established SEO techniques. They may take longer to work, but they will mean your website is safe, with the added bonus being you are not constantly worried about being caught out.
Whilst lots of photos, images, audio and video may make it seem you are giving your visitors the best experience possible, it can lead to the opposite of what you planned. Lots of media files mean your website and its pages can take a considerable time to load. This can mean visitors clicking away as they don’t have the time or the patience to wait.
Not only will you lose these visitors, your website’s ranking will be damaged as the search engines consider load times, and measure how long each visitor remains on a website.
If you have never set up an email marketing campaign before, it can be a daunting task. This is why instead of doing it all themselves, many business owners seek the services of a professional digital marketing agency to set up their email marketing campaigns.
There are several advantages of asking a digital marketing agency to organise and oversee your email marketing, and although their services will require a fee, the benefits both short and long term can be enormous, including the financial ones.
The first advantage is a very simple one…you don’t have to do it. What we mean by this, is any task you undertake which you do not have experience in, is going to take you at least twice as long to complete, than someone who does. In other words, there is no learning curve, plus time isn’t wasted by you having to correct your mistakes or errors.
Another aspect of this is the reduction in your stress levels as you don’t have to fret over whether or not you are setting up your email campaign correctly. With the stress removed, and your time freed up, you can focus on other tasks which your role demands with a clearer mind.
You’ll often hear SEO experts say, ‘Choose the best keywords’, which is probably one of the most unhelpful pieces of advice you’ll ever hear. For a start, telling someone to find ‘the best’ keywords doesn’t take into account the multitude of different types of keywords and search terms that exist. A keyword that might be the best for one person’s needs may be completely unsuitable for the next, even if they are in the same industry or niche.
One of the first things you need to recognise is that whenever someone types a search term into Google (or any other search engine) there is a reason behind it. If you are targeting that keyword you need to ensure that if the searcher clicks on the link to your site, what they find there matches their reason for searching in the first place.
GoogleAdWords is a tried and trusted method of bringing traffic to your website, and there are many companies who get such great results, that they are happy to spend millions per year and up to $100 dollars per click. To be honest, these figures relate to some of the biggest companies online, so the question to be asked is: ‘Can GoogleAdWords work for smaller businesses with limited budgets?’
The simple answer is yes, but as with any business decision you make, there are pros and cons to weight up before you decide to go ahead so let’s look at some of the main ones.
#1 It Requires A Lot Of Testing
Running a Google AdWords campaign is not a simple case of getting out your credit card and paying for ads. You need to do a lot of research before you start, and then when you are up and running carry out more testing and analysis. In fact, it never ends. If you enjoy looking at data and trying to improve results then you’ll love the process. If not, then you’ll either have to come out of your comfort zone, or employ someone who does enjoy number crunching.
If your budget allows then an option for you to increase traffic to your website is paid advertising and one of the most popular is Google AdWords. Not only is it very popular, it is one of oldest forms of internet marketing, having been launched in the year 2000.
There are lots of reasons why you might want to use Google AdWords, but here are three of most beneficial reasons.
#1 Boost Your Traffic Quickly
The biggest benefit of using Google AdWords is the speed with which it can start generating traffic, and therefore visitors to your website. It can do this for several keywords within the same campaign so you have the advantage of visitors who have searched for those keywords which your website wishes to target.
Whilst SEO has great merits and is an essential part of any marketing plan, it simply cannot compete in terms of how quickly it can produce results in comparison to Google AdWords. The other advantage in terms of speed is that Google AdWords you will let you see much quicker what keywords are the most effective.
In the relatively short time that the internet as we know it has been around, the expansion of services and tools has increased exponentially. This applies as much to the field of digital marketing as it does to any sector but no matter how many new services appear there remains 5 core reasons why engaging a digital agency to undertake digital marketing has many advantages for online businesses.
The number of potential customers that can be reached using digital marketing, locally or globally, is massive. Before the internet, in order to get your message out, you either had to invest in a mass mailing campaign or undertake media advertising. The costs of these are huge, and the work required to physically create the marketing material was immense. The internet means a digital marketing campaign can reach across the globe, or merely down the street depending on who you wish to market to, and the logistics of setting either up are very straightforward.
If you are using Google Adwords or other pay per click services as part of your marketing strategy hopefully you will never experience click fraud. If you are not sure what click fraud is, or what to do if you are a victim of it, then you need to read on.
As you know Adwords is run on the principle that you pay based on each occasion someone clicks on your ad or when your ad has been displayed a certain number of times. (normally 1000 views)
Click fraud occurs when those clicks or views are generated artificially either by an individual, a group of individuals or software called clickbots. If click fraud is being used on your AdWords ads, your costs can increase dramatically, your ad performance is greatly compromised and at the end of it all you won’t have had a single new customer or sale.
The people who perpetrate click fraud do it mostly for financial gain. Those who have sites in the content network scheme want to artificially inflate the number of clicks or views that appear to be coming from their site. By increasing them, they increase the revenue they receive from Google, which means both you and Google are victims of click fraud.
Another group click fraud could be perpetrated by is your competitors, especially when the primary keywords become part of a bidding war. By increasing your costs, they are hoping you will either lower your bids on a keyword or stop bidding altogether.
Carrying out SEO for your business website is one of those tasks that in 99% of cases you will want to outsource. Even if you are a seasoned SEO expert, the amount of time it can take is more than enough reason to employ the services of an internet business consultant who specialises in search engine optimisation.
The first task is to find a consultant who has a track record and upon which you can rely on to get you results. This should never be rushed as the consequences of employing the wrong person or agency can be disastrous for your website and your business. Therefore, always follow up with references and check their testimonials and reviews thoroughly.
Once you have chosen your SEO consultant there are several basic SEO tasks that you will want them to undertake. The first should be to carry out comprehensive keyword research for you and then establish the competitiveness of the ones that you would like to improve your ranking for.
Any decent internet business consultant should have access to keyword and ranking software which they can use to carry out their research. The data and information which this research software can produce are essential for any reasonable assessment to be made about how difficult or easy each keyword will be to rank for.
For any business one of the most effective ways to build a relationship with your customers and to communicate with them is email marketing. Whether your business is large, small or just starting, using email must be part of your marketing toolkit.
When a business fails to see any return from their email marketing efforts it is likely down to one of 3 basic errors. These will not only fail to produce any positive results, they can cause some harm.
#1: Emailing messages without any clear objectives
Failing to have an end goal in sight is one of the most fundamental mistakes not just for email marketing but for any form of marketing. When you write an email that you are going to send to your subscribers you must first have a reason to send it in the first place.
The reasons for sending an email could be to further build the relationship by providing useful advice. another might be to get the reader to complete a survey or questionnaire. How about letting them know about a Facebook post you have made and asking them to share it amongst their friends?
Whether it is any of these or a good old sales promotion, ensure you have a goal in mind for your email, and make it clear what, if any, action your subscriber needs to take once they have read it.