Why Employees Hide AI Use at Work and What It Signals About Your Organization

How to Handle AI Training When Your Team Doesn't Want It

Wed, 01 Apr 2026 10:16:38 GMT

To handle AI training when your team resists, start with a small pilot group, focus on real work tasks, and run hands-on sessions with clear expectations and visible results. Resistance usually comes from fear of change, unclear value, or concern about added workload.

Most employees and teams have a preconceived notion (right or wrong) that training will be abstract or disconnected from their roles and will take away from their time at work rather than enhance it. When the value is clear and tied to real work, resistance drops.

Why Employees Hesitate to Use AI Training Programs

Employee hesitation to use AI training often signals legitimate concerns rather than obstruction. Understanding these concerns helps you design training that addresses them directly.

They're already stretched thin. When someone says they don't have time for training, that might be true. They have more work than hours. Adding mandatory sessions on top of an already packed schedule creates resentment, not learning. That same Moodle study found that 66% of American workers report being burned out. For workers under 35, it's above 80%. These are people skipping lunch and fielding requests when they're already three tasks behind. Then someone sends an email saying a training module is due by Friday.

They've seen technology promises before. Some tools made their work easier. Others added steps without better outcomes. They want evidence that this investment warrants their attention, not just leadership enthusiasm. When AI tools produce errors or require extra review time, employees question whether the "productivity gains" are real.

They worry about what it means for their role. Harvard Business Review research found that employees experience AI as a threat to their competence, autonomy, and sense of belonging at work. When someone feels like learning a tool means training their replacement, resistance is a rational response.

They don't want to be blamed for AI mistakes. This comes up frequently in professional services. Employees worry about being held responsible for AI errors they didn't catch or for AI outputs that damage their professional reputation. In fields where accuracy is the product, that's a legitimate concern.

Their professional identity is tied to expertise. Accountants, attorneys, consultants, and advisors spent years developing judgment. AI assistance can feel like it undermines what they were trained to do. This isn't stubbornness. It's pride in craft.

Treating all of this as a bad attitude misses the point. Resistance often contains useful information about gaps in the initiative's design or communication.

What Works When Teams Push Back on AI Training

Forcing employees into AI training rarely produces lasting behavior change.

Firms that see adoption take a different approach:

Focus on real work, not theory. Training is tied to tasks employees already handle.
Replace passive formats with hands-on sessions. Employees use AI during training, not after.
Keep expectations clear. Employees understand how AI should be used and how output is reviewed.
Involve managers in the process. Leadership participation reinforces expectations and signals priority.
Show immediate value. Employees see time saved or effort reduced during the session.

A LinkedIn survey found that 51% of professionals say AI training feels like a second job. Employees described dense modules, unclear deadlines, and no obvious connection between what they were learning and what their work required.

Most training programs assume willing participants. The vendor who sold you the program has no reason to tell you otherwise. Their modules are designed for people who want to be there.

When you mandate training for people who don't see the point, you get compliance without commitment. They sit through it. They complete the quiz. They forget it by Monday.

A Moodle survey found that 52% of employees have used AI to complete mandatory training for them. Not to help with training. To finish it while they do something else. The system rewards finishing, not learning, so employees found the fastest way to finish.

The format of your training matters as much as the content. Click-through modules and recorded webinars don't change behavior. People need to do the work during training, not watch someone else demonstrate it. They need to ask questions in the moment, not hope they remember them later.

Risks of Ignoring AI Training Resistance

If resistance is ignored, it creates downstream problems. Ignoring employee resistance to AI training creates operational and competitive risks that compound over time. Employees are already using AI, whether you've addressed it or not. A Cornerstone survey found that 80% of employees use AI at work, but 57% don't tell their manager. When there's no direction, people experiment on their own and keep it to themselves.

That creates inconsistency. Different people use different tools with different standards. No shared understanding of how to review AI output. No agreement on what's appropriate for client-facing work. I wrote about this pattern in more detail in Why Employees Keep AI Use Hidden .

Competitors who figure this out move faster. Firms that build AI into their workflows without alienating their teams gain an advantage that compounds over time.

So the question isn't whether to address AI adoption. The question is how to do it without forcing people through training they resent.

How to Implement AI Training Effectively

The firms I've seen succeed with AI training share a few characteristics. None of them involves mandatory attendance or pressure campaigns.

Start with people who are curious. Instead of training everyone at once, identify one or two employees who see potential and want to try it. Those people become internal advocates. Their results create evidence that persuades skeptics more than any vendor presentation. When colleagues share what worked for them, it lands differently than when the boss announces a new requirement.

Connect training to work they already hate doing. AI excels at the tasks humans find soul-crushing. Summarizing documents, filling out forms, and extracting data from PDFs. Start there. When employees see AI handling the Friday afternoon work they rush through anyway, resistance drops. Nobody feels threatened. They feel relieved.

Make training live and hands-on. BCG's research found that employees who receive at least five hours of training with in-person coaching show significantly higher AI usage than those who just watch recordings. The difference isn't the hours. It's the format. Live sessions where people do the work during training, not as homework afterward. Three hours of hands-on practice beats eight hours of click-through modules.

Build in follow-up support. A single training event doesn't create lasting change. People need somewhere to go when they hit roadblocks three weeks later. Office hours after the initial training, where employees can bring real questions from real work, turn a one-time event into an ongoing skill. The questions people ask after exploring on their own differ from those they'd ask in an introductory session.

Include managers in the room. When managers attend training alongside their teams, two things happen. First, they learn what their people are being asked to do, which lets them reinforce expectations. Second, employees see that leadership takes this seriously. BCG found that only 36% of employees feel adequately trained, and leadership support directly correlates with adoption rates.

Address concerns directly, not with vague reassurance. When someone says AI feels like a threat to their role, don't brush it off. Explain specifically what AI will and won't do in your firm, what you expect from them, and how their value changes rather than disappears. Employees aren't anti-AI. They're asking for thoughtful implementation that considers their needs.

Build policy before training. Employees need to know what they're allowed to do before they learn how to do it. A policy framework creates guardrails. Without guardrails, people either avoid AI entirely or use it inconsistently. Neither produces value.

When employees resist AI training, forcing participation rarely works. Firms that see adoption:

Start with a small group of interested employees
Connect AI to real work tasks
Run live, hands-on sessions
Include managers so expectations are clear
Set policy before training begins

AI Training Strategies for Small Professional Services Firms

Firms with 15 to 100 employees face a specific version of this challenge. There's no dedicated learning team to manage rollout. The business owner or a senior partner is responsible for making it work.

The advantage is direct access to every employee. The disadvantage is that everything competes for the same limited attention.

Be honest about what you're solving for. AI training isn't a checkbox for modernization. It's an investment in changing how work gets done. If the firm doesn't yet know where AI fits, training won't answer that question. The question needs to be answered first, and then training becomes the mechanism for implementation.

Structure training around real work. For small firms, the most effective format is a live session in which employees bring in actual projects. Three hours working on their own documents, emails, and client deliverables, with a trainer in the room to help, produces immediate results. People leave with something finished, not just notes to review later.

Plan for follow-up. Scheduled office hours a few weeks after the initial training, let employees come back with questions from real use. This is where the deeper learning happens. The confusion that surfaces after two weeks of experimentation is different from day-one confusion, and answering it creates confidence.

If you're still not sure whether your team needs AI training at all, that's a question worth answering first. Our AI education programs are designed around this approach: live sessions, hands-on work, and follow-up support.

FAQ

How long should AI training sessions be?

Three-hour live sessions work well for most professional services teams. That's enough time to cover fundamentals and let people apply tools to real work, without overwhelming the day. Shorter sessions can work for focused topics. The key is hands-on practice during the session, not passive watching.

What if employees refuse to attend AI training?

Direct refusal signals a deeper issue worth understanding before responding. Ask what specific concerns are driving the refusal. The answer often reveals problems with communication, workload, or unclear expectations. Mandating attendance without addressing the underlying concern produces compliance without adoption.

How do I know if AI training is working?

Track whether employees use AI tools in their daily work two to four weeks after training ends. Ask managers to report on observed usage. Compare workflow metrics before and after, where possible. Completion certificates and quiz scores don't indicate whether behavior changed.

Should managers attend the same training as their teams?

Yes. Managers who attend alongside their teams can reinforce expectations, answer questions as they arise, and model the behavior they want to see. Training delivered only to staff, without managerial involvement, often fails because there's no one to sustain the change.

What if employees think AI threatens their jobs?

Address the concern directly. Explain specifically what AI will and won't do in your firm. Describe how their role changes rather than disappears. Vague reassurance doesn't help. Specific information about expectations and values helps employees understand where they fit.

What if employees are already using AI without telling anyone?

That's common, and it signals a lack of guidance rather than misconduct. The response is to set expectations, provide approved tools where possible, and put training in place so everyone operates from the same baseline. Policy and training work together; policy alone usually isn't enough.

Why Employees Hide AI Use at Work

Sun, 15 Mar 2026 02:54:33 GMT

What That Signals About Your Organization

Why Employees Hide AI Use at Work

Employees most often hide their use of AI at work because leadership has not made the rules clear. In many organizations, leadership has not established how artificial intelligence should be used, reviewed, or disclosed. When that direction is missing, employees experiment rather than risk criticism or misunderstanding. Hidden AI use usually signals a lack of direction, not employee misconduct.

When I ask business owners whether they are using AI in their companies, the answers vary. Some say yes immediately. Others say they are experimenting personally but not yet within the business. The next question is whether their employees are using AI. Fewer leaders say yes with confidence. That usually leads to the real question: have expectations been defined or training provided? In many cases, the answer is no. At that point, the conversation shifts from curiosity about AI to the realization that employees are likely teaching themselves.

Several workplace studies show how common this gap has become. In a Laserfiche survey , nearly half of American workers said they hide their use of AI from their employers; only about a third of organizations had clear AI policies. Slingshot's 2024 Digital Work Trends Report found that most employers believed their workforce was adequately trained on AI. Unfortunately, far fewer employees agreed. Where expectations and training don't exist, employees figure it out on their own and keep it to themselves.

What Current Research Shows About Hidden AI Use

Studies back that up. Slingshot’s Digital Work Trends Report found that employers thought staff were trained; employees did not. The Laserfiche survey reported that nearly half of workers hide their use of AI and that many paste company information into public AI tools when they have no clear, approved alternative. Microsoft’s Work Trend Index and related research highlight adoption and leadership challenges when AI is introduced into the workplace without a shared playbook. When guidance and approved tools are missing, hidden use is common.

Why Employers Often Misread the Behavior

Leaders often treat hidden AI use as a policy or compliance issue first. Usually, employers and employees are not on the same page. Employers assume people know the rules and feel safe disclosing; employees assume they are on their own or that admitting to use could backfire. KPMG and University of Melbourne research on trust and attitudes toward AI highlights that employee skepticism and feeling left out of AI discussions are major barriers to integration.

When people don't see a visible, shared standard, they take silence to mean “figure it out yourself” and keep their use private. Misread secrecy as defiance, and you miss that the organization hasn't set a clear norm yet.

What Hidden AI Use Signals About Organizational Readiness

This behavior usually means the organization hasn't created a clear, shared way to use AI yet. Training, policy, or both are missing. Employees are already testing it on their own; leadership hasn't defined what “good” looks like or how to talk about it. What it tells leaders is simple: employees are already experimenting, but the organization has not yet provided direction. For more on how business owners can frame AI before rolling it out, see what business owners should understand about AI before using it at work .

Leaders who recognize this pattern still face an important question: at what point does the use of hidden AI move from individual experimentation to an organizational issue that requires leadership direction?

What Leaders Should Look For

Watch for signs that the issue has moved from scattered experimentation to a leadership problem. Different employees using different tools with no consistency, managers who can't say where AI is used, and wide variation in quality across the team are clear signs. Another signal is hesitation to discuss AI openly.

When AI-generated work appears in client-facing or high-stakes deliverables, and no one has agreed on review standards, the risk is real. At that point, it's time to act: set expectations, choose approved tools or use cases, and put training in place so everyone operates from the same baseline.

How AI Training Changes Employee Behavior

Training gives people a shared language, review expectations, and a clear sense of what's acceptable. It turns “figure it out yourself” into “here is how we do it here.” Policy alone rarely does that. Policy says what's not allowed; training explains how to use AI in daily work and how output is reviewed.

When employees know the standard and see that leadership supports appropriate use, disclosure increases, and ad hoc experimentation becomes visible. That is when consistency starts to appear across the organization. When leaders recognize that hidden use reflects a lack of guidance rather than misconduct, structured AI education becomes the logical next step. WSI Biggs Digital supports firms through that

When Hidden AI Use Becomes a Real Business Risk

Hidden use becomes a real risk when it affects quality, consistency, or client trust. Unreviewed AI output in proposals or advice, inconsistent use across the team, and no way to trace where AI was used are the thresholds that warrant a formal response. So is pasting confidential or client data into public tools without approval. Up to that point, the issue is primarily that people lack clear guidance.

Two risks usually get a leader’s attention quickly. The first is hallucination. AI systems can produce confident but incorrect information, and that becomes dangerous when it appears in client work or internal analysis without review. The second is the handling of sensitive information. Many public AI tools process prompts outside the organization’s environment. If employees paste client data or internal information into those systems without clear rules, the company loses control of that information.

At that point, leadership must step in. Set expectations for how AI is used, approve the tools employees can use, and establish review standards for AI-generated work. For many leaders, the realization comes quickly. AI is already being used inside the company. The real question is whether the organization will guide that use or allow it to develop on its own.

FAQ

Why do employees hide AI use at work?

When we speak with business owners about AI adoption, the same explanation appears repeatedly. Employees are unsure whether leadership supports the tools, so they experiment rather than risk criticism or misunderstanding.

What is hidden AI use in the workplace?

Employees use AI tools for work without disclosing them to their employer. It is common for policies and training to be absent or unclear, leaving people to interpret what's acceptable on their own.

How common is hidden AI use in businesses?

Surveys suggest it's widespread. In one U.S. survey, nearly half of workers said they hide their use of AI from their employers. You see the same pattern in studies comparing employer and employee views on training.

What does hidden AI use signal about a company?

The organization hasn't created a clear, shared way to use AI yet. Training, policy, or both are missing. Formal guidance and expectations are the next step.

Is hidden AI use a compliance issue?

It can become one if unreviewed output, data misuse, or inconsistent standards are involved. In many cases, it starts as a training and expectations issue. Treating it only as compliance misses the need for clear guidance and approved use cases.

Does AI training reduce hidden AI use?
Yes. When employees share a language, review expectations, and have clear standards, disclosure increases, and ad hoc use becomes visible. Training fixes the missing guidance that often drives people to keep it quiet.

What should companies do when employees are already using AI?

Recognize that the organization hasn't given clear direction yet. Define what acceptable use looks like, provide or approve tools where possible, and invest in training so the whole team operates from the same baseline. Policy and training work together; policy alone usually isn't enough.

When does hidden AI use become a business risk?

When unreviewed AI output appears in client-facing work, use is inconsistent across the team with no shared standards, or confidential or client data is pasted into public tools without approval. That's when you need a formal governance and training response.

Is Google Still Enough?

Sun, 22 Feb 2026 13:47:23 GMT

How AI and Generational Search Are Changing Where Clients Look for You

For years, ranking on the first page of Google meant inbound calls. If you were visible, the phone rang.

That model is changing, and with good reason. AI-generated answers now take up the top of the page, pushing traditional organic listings further down. At the same time, buyers are starting their research in more places than Google alone.

Google remains the primary search engine for most people. But for professional services firms that depend on discovery, relying on Google alone no longer reflects how clients evaluate and choose providers.

This article examines what has changed, why it matters, and how firms should respond.

How AI Is Changing Where Clients Search

AI has added another layer to how people look for answers. Some users now start with an AI assistant before opening Google. Others search on Google but read the AI-generated summary at the top before deciding whether to scroll. In both cases, the path to a website is less direct than it used to be.

Gartner predicts search engine volume will drop 25 percent by 2026 due to AI chatbots and other virtual agents. The exact percentage may change, but the pattern is clear.

Search now happens across Google, AI assistants, and platform-native tools. If your strategy assumes every buyer begins and ends on Google, you are planning for a narrower version of reality. As Search Engine Land has outlined , AI search represents the next era of SEO, not its end. Structured, credible web content remains the foundation. The difference is where that content appears and how clients encounter it.

Search Behavior Varies by Generation and Role

Your presence should reflect the full path prospects take before they reach out. Google is still part of it, but it’s rarely the only search engine of choice. How someone searches often reflects both their age and how they prefer to make decisions.

Many Gen X professionals use AI tools right alongside Google. Millennials often compare across environments before reaching out, reviewing LinkedIn profiles, watching videos, and reading peer discussions. Gen Z frequently begins inside TikTok, Grok, or another AI-native platform as part of early research.

Age plays a role, but research style often carries more weight. Some buyers want a straightforward list of firms. Others prefer a concise, synthesized answer. Some validate through professional networks. Others consult conversational AI before ever visiting a website.

For professional services firms, that variation shapes how you’re evaluated. A managing partner may search your firm by name. A younger decision maker may ask an AI assistant for recommendations. Many prospects assess credibility across multiple platforms before deciding to make contact.

Search now spans across multiple platforms. Your visibility should align with how real decisions are made.

Technical SEO Is the Foundation for AI and Google

Because discovery now happens across Google and AI platforms, structure is now the common denominator. AI systems are logical. They process defined entities, structured headings, and clearly marked relationships. When a page lacks structure or mixes topics loosely, it becomes harder for both search engines and AI systems to determine what it represents.

We consistently see that pages with appropriate schema applied are referenced by AI more often than pages without it. That reflects how these systems evaluate and prioritize information.

Technical SEO strengthens:

Entity definition
Topical hierarchy
Internal relevance
Context between related pages
Trust signals across systems

Schema markup defines what a page represents. Clean internal linking reinforces subject relationships. Structured headings establish hierarchy. Page-level focus signals authority.

The good news is that if you invested in SEO, it wasn't wasted. In many cases, it is more valuable now because the same technical structure supports visibility in both traditional search results and AI-generated answers.

We cover how businesses appear in ChatGPT and AI search results in more detail here .

The broader question of whether SEO still works for service businesses is addressed in a separate blog post .

Both articles reach the same conclusion: the technical base matters.

How to Compete When Google Alone Is No Longer Enough

If you are asking whether SEO is still worth the investment, the answer is yes. What is changing is what other platforms you will need to be visible on.

Start with the foundation. Technical SEO is not optional in a competitive market. If you haven’t looked closely at your technical foundation in the last year, that’s the first place to start.

If AI systems and Google cannot clearly interpret what your firm does, who you serve, and how your services are structured, your competitors will be referenced (and likely chosen) instead.

That means:

Schema that defines your services and entities
Clear service pages with focused topics
Logical internal connections between related pages
Clean site architecture that reinforces subject matter

If that layer is weak, publishing more content or experimenting with AI tools will not compensate for it.

Test your online visibility

Begin by seeing where your firm actually shows up online. Search your primary services in Google. Ask ChatGPT or another AI assistant for recommended providers in your market. Review LinkedIn and relevant industry directories.

If competitors appear consistently, and you do not, it reflects a lack of structure, authority, and coverage.

In competitive markets, when you don’t show up, someone else does. You are competing for inclusion in summaries, recommendations, and cross-platform validation.

If you are unsure where to begin, work with a digital marketing agency that specializes in online visibility for professional services firms. A structured visibility audit should evaluate how your firm appears across Google, AI platforms, and professional networks, and identify where authority, coverage, or technical structure needs to improve.

Competing Beyond Rankings

Five years ago, the primary competitive question was simple: who ranks higher?

Today, the better question is: where does your firm show up across the full research journey?

Visibility now spans Google results, AI-generated answers, and platform-native search inside LinkedIn, YouTube, TikTok, and other social channels. Firms are competing for rankings, references, recommendations, and recognition across multiple environments. Being visible in one channel does not guarantee visibility in another.

In competitive markets, familiarity compounds. A firm that appears in Google results, is referenced by AI tools, and is validated across social platforms builds credibility faster than a firm that relies on a single source of discovery. The advantage now comes from coverage. Strong technical SEO supports Google and AI systems. Consistent messaging and authority signals extend that presence into social and professional networks.

AdaptiveSEO® is the practical response to this shift. It means structuring your visibility so your firm can be found, referenced, and recognized wherever clients conduct research. Your strategy should reflect the full path prospects take before they reach out.

FAQs

Do You Need AI Training for Your Business Team?

Sun, 01 Feb 2026 12:21:27 GMT

Do you need AI training?
Only when it’s the right fit.

AI is already part of how many business teams work. In professional services and other regulated or client-facing environments, this use can create risk when people are unsure where AI fits, what limits apply, or how to check outputs. Structured AI training helps close those gaps when tools or policy alone are not enough. This article explains the signals that indicate when AI training may be needed and how to determine whether it is the right step for your team.

What AI training for business teams is

AI training for business teams is structured learning for non-technical staff to enable them to use AI safely and effectively in their roles. In professional services, this usually refers to people in legal, accounting, consulting, operations, or other client-facing or regulated functions.

Good training covers what AI can and cannot do, where it can go wrong, how to stay within policy and compliance expectations, and how to use it in day-to-day work without creating unnecessary risk or rework.

This sits between general AI awareness and product-specific tool training. Awareness builds familiarity. Tool training teaches features. Training for business teams focuses on judgment and behavior: when to use AI, when not to, how to check outputs, and how to handle sensitive information. It is also distinct from technical or data-science training, which serves different roles and goals.

Signals that indicate the need for AI training

Certain situations make structured training more likely to be necessary.

No effective policy in place. Without a clear AI use policy, people create their own rules. Training cannot replace policy, but once policy is in place, training helps people apply it consistently.
Misuse or confidential data risk. When staff use AI for client work, internal strategy, or regulated information without clear boundaries, the risk is real. Training that covers safe use, data handling, and limits reduces that risk more reliably than tools alone.
Readiness gaps between leaders and teams . Leaders often believe teams are ready to use AI; employees frequently report feeling underprepared. That gap, documented across enterprise workforce research, predicts inconsistent adoption and low confidence.
Manager support is weak or inconsistent. Teams take cues from managers. When managers are skeptical or unsure, adoption suffers. Training that includes managers or addresses their concerns improves downstream use.
Prior AI initiatives underperformed. Many stalled rollouts fail due to readiness and process gaps, not technology. Training addresses the human side so future initiatives have a stronger foundation.
Professional services leverage models. In environments where junior- and mid-career staff perform client-facing or regulated work, a single misuse can affect clients and the organization's reputation. Training scales shared understanding and safer behavior.

None of these alone indicates that training is required, but together they suggest that policy and tools alone are probably not enough.

Where training fits in the decision

Whether you need training depends on what you already have and where the gaps are.

Training vs tools only
Giving people access to AI tools does not guarantee consistent or safe use. Tool rollouts often lead to uneven adoption, misuse, or quiet avoidance. Training addresses how people understand and apply tools in their workflow, how they handle confidential or client data, and how they recognize situations where AI is not appropriate.

Training vs policy only
A policy defines rules. It does not, by itself, teach people how to apply those rules in real-world conditions and under time pressure. Many employees have not read the policy or do not know how to interpret it in their daily work. Training turns policy into practical judgment: when to use AI, when to verify outputs, and when to escalate.

 When both policy and training are needed
When AI use affects clients, compliance, or reputation, policy and training work together. Policy sets expectations. Training builds the ability to meet them. Relying only on policy is common, but it leaves a gap between what leadership expects and what actually happens in practice.

What Good AI Training for Business Teams Covers

Effective AI training for business teams focuses on risk-aware use, not just features.

It typically includes:

What AI does well and where it fails. Including hallucinations, drift, and why verification matters.
Risks and misuse. Confidential data, client work, bias, and over-reliance.
Policy and compliance in practice. How organizational rules apply in real situations.
Safe use patterns. How to integrate AI into daily work without creating legal, reputational, or quality issues.

This is different from tool demos, which focus on features, and from one-off awareness sessions, which rarely change behavior. Training that aligns with risk and governance frameworks helps teams understand what responsible use looks like in practice, not just that training occurred.

AI Training Cost and ROI for Business Teams

Cost and return depend on how training is delivered and what outcomes you expect.

What influences AI Training Costs

Depth, delivery model, cohort size, and whether training includes follow-up, job aids, or governance support all matter. Awareness programs cost less. Role-specific training with reinforcement costs more. For teams comparing formats or trying to understand why pricing varies, see a breakdown of our AI training models and pricing ranges on the AI training pricing page .

How the Return on AI Training Differs From AI Tool ROI

The ROI of AI tools is often framed in terms of time saved or productivity gains. In our work with professional services teams, we see organizations purchase tools based on the promised gains, even when adoption, governance, and day-to-day use remain unresolved. The return on AI training is reflected in increased adoption, improved judgment, fewer misuse incidents, more consistent use, and stronger alignment with policy. These outcomes typically appear before clear revenue attribution.

What to expect

Reasonable expectations include improved judgment, fewer obvious misuse cases, and a shared language for discussing risk and policy. Training reduces the likelihood of failed initiatives, but it does not guarantee transformation.

How to evaluate AI training options

When comparing approaches or providers, focus on fit rather than rankings.

Useful criteria include:

Risk and governance alignment. Does the program address your sector’s risks and policy expectations?
Role fit. Is it designed for non-technical, business-side staff?
Depth. Does it go beyond awareness into practical use and limits?
Reinforcement. Are there ways to support behavior after training ends?

Firm size, risk tolerance, and whether the primary gap is awareness, skill, or compliance will shift which criteria matter most.

AI Training, Job Impact, and Workforce Readiness

Concern about AI and jobs is common. Training does not eliminate that concern, but it provides context. It helps people use AI in their current roles and signals investment in capabilities, not just tools. Career paths will continue to evolve; training makes that evolution more explicit and less opaque.

Next Steps for AI Training in Business Teams

If your team is already experimenting with AI, touching client or regulated work, or showing uneven adoption across roles, structured training is likely the right next step.

Whether your organization likely needs structured AI training, based on risk, readiness, manager support, and past initiatives.
When training is the right lever , rather than policy or tools alone.
What to look for in an approach or provider, without relying on hype or “best program” lists.

Practical next steps at this stage include assessing readiness and risk, clarifying policy and tool posture, and defining evaluation criteria before selecting a specific program.

WSI Biggs Digital offers AI training for non-technical professionals, with a focus on responsible use and practical application in client-facing and regulated environments. Programs are designed around how teams actually work. Contact us to learn more.

What Business Owners Should Understand About AI Before Using It at Work

Mon, 12 Jan 2026 23:13:28 GMT

A practical foundation for using AI at work

Business owners want to use AI at work without risking client trust. This guide explains where AI helps, where it doesn’t, and why guardrails, context, and review matter.

AI feels easy to start using. That is part of the risk.

Most business owners are not hesitant because AI is complicated. They hesitate because no one has clearly explained where AI is safe to use, where it is not, and how to start without jeopardizing client trust.

The conversational nature of generative AI quickly builds confidence. But confidence without context is where problems begin.

Why AI Feels Easy to Start and Risky to Use

AI tools are designed to feel intuitive. You ask a question and get an answer. That experience makes it tempting to use AI across email, documents, marketing, and internal processes immediately.

What is usually missing is not access to AI, but the ability to use it effectively.

Without proper AI training, teams make individual judgment calls about how and when to use AI. That inconsistency introduces risk. Not because AI is malicious, but because it is being used without boundaries.

Businesses that work in trust-based environments, including accountants, professional services firms, and regulated industries, feel this risk faster than most.

AI Adds Value After Context Is Established

Most businesses run into problems with AI because it gets introduced too early.

Teams start using AI before they’ve agreed on how work should be done, how decisions are made, or what should never be automated. When that happens, the output feels generic and disconnected from the way the business actually operates.

AI adds value after context is established.

Context includes:

How your business actually operates
How decisions are made
How clients expect to be treated
What accuracy and tone look like for your brand

Without that context, AI tends to produce the same answers as everyone else.

Where Businesses See Safe Value Using AI at Work

Businesses tend to derive value from AI when it is used to support work that has already been done.

Common early use cases include:

summarizing meetings or sales calls
drafting follow-up emails after a real conversation
rewriting internal notes for clarity
organizing information that already exists

In these situations, AI is not making decisions. It is assisting. Human context comes first. AI comes second.

What Happens When AI Is Used Without Context

Then the body stays almost exactly as you wrote it, with one micro-adjustment for clarity:

When AI is used without context or guardrails, the outcomes are predictable.

Businesses begin to:

sounds like their competitors
produce impersonal communication
lose differentiation
weaken brand trust over time

This is also where businesses lose visibility and credibility in AI-driven search resul ts .

Why Guardrails Matter More Than Prompts When Using AI

Prompt writing gets a lot of attention. It should not be the starting point.

What matters more than the prompt is:

agreed-upon guardrails for how AI can be used
clear context documents and internal references
consistency across the team

Without guardrails, AI use becomes inconsistent. People write prompts differently, with varying assumptions and inputs. The output reflects that inconsistency.

Prompts do not fix missing context. Guardrails create repeatable, responsible use.

Why Review Is Non-Negotiable When Using AI

AI produces output quickly, but it does not know when information is incorrect, incomplete, or made up. Hallucinations happen, and confident answers can still be wrong. The responsibility for catching that never sits with the tool.

That responsibility stays with the business.

AI output should always be reviewed before it is shared outside the business. Review is not about perfection. It is about accuracy, tone, and making sure the message reflects how the business actually operates.

Review includes:

checking accuracy
confirming sources when applicable
adjusting tone
making sure the message reflects the business, not the tool

This becomes especially important in client-facing communication, including email, where small errors or generic language can weaken trust. Practical guidance on how to use AI in email marketing without overcomplicating it aligns closely with how reviews should work in real business settings.

Training Should Come Before Advanced AI Use

More advanced uses of AI often emerge after teams have already begun experimenting. That is usually too late.

Training provides a shared understanding of what AI should be used for, what it should not touch, and how output should be handled. Without that, usage varies by person rather than by policy.

Real-time savings show up only after a few things are in place:

Teams understand where AI fits into their work
Guardrails are agreed on
Review is part of the process
Responsibility is clear

In Conclusion

AI can create value at work, but only when businesses slow down enough to decide how it should be used.

Without context, guardrails, and review, AI produces generic output and introduces risk. With them, it can support real work without weakening trust.

Training comes first. Advanced use comes later. Responsibility never shifts to the tool.

That order matters.

How Businesses Show Up in ChatGPT and AI Search Results?

Thu, 08 Jan 2026 20:53:21 GMT

What new search platforms means for your business.

To show up in ChatGPT and AI search results, businesses need two things.

First, traditional SEO fundamentals still matter. Your website must be technically sound, accessible to crawlers, and properly indexed. Many of the systems that support organic search also support AI visibility.

Second, AI search requires content that goes beyond rankings. Businesses need clear, direct answers to real questions, written in a way AI systems can confidently reuse.

Showing up in AI search is not about replacing SEO. It’s about building on it.

What “showing up” in AI search actually looks like

When people talk about visibility in ChatGPT or AI search, they usually mean one of three things.

Best case:
Your business is named, and your content is referenced.

Still useful:
Your brand is mentioned, even if there isn’t always a link.

Worst case:

Your ideas are used, but your business isn’t credited.

The goal is to be the source AI pulls from, not the background material it quietly borrows.

How ChatGPT decides what to include

ChatGPT and other search engines are looking for answers that they can reuse with confidence. Content is more likely to be pulled into AI responses when:

The question is stated plainly
The answer appears immediately
The explanation stays focused
The tone sounds instructional, not promotional

This mirrors what we see in our work every day. Content that performs well in AI search reflects how real client questions come up in conversation, not how keywords are arranged for rankings.

That’s why FAQs still matter, but not keyword-heavy FAQs written for search engines. What works are fundamental questions written in plain language, followed by direct answers that stand on their own. When content sounds interchangeable, AI systems usually default to the most established source. That’s why larger brands often win visibility by default, even when their answers aren’t better.

For smaller and mid-sized firms, copying what already ranks rarely builds authority. It often reinforces someone else’s expertise instead of establishing your own.

To stand out, you need to say something others aren’t saying. That may come from your local market, your client mix, or what you see happening in your region that differs from broader online advice. That perspective is often where smaller firms have an edge.

When you write content, strong SEO foundations still matter. Technical SEO, site structure, and crawlability help AI systems access and interpret your content. Your point of view and experience help determine whether that content is reused.”

Where AI search creates an opening for businesses

AI search quietly rewards specificity.

In practice, AI systems are more likely to reuse content when it helps narrow a decision rather than generalize a topic. This is where many businesses gain visibility, even in competitive markets.

Content tends to perform better in AI search when it:

Speaks to a defined audience instead of everyone
Addresses questions others avoid
Explains tradeoffs instead of oversimplifying
Clarifies common misunderstandings
Describes what usually goes wrong
This creates an opening for firms willing to be precise, practical, and honest about how decisions are made.

AI systems reuse content that answers real questions and can stand on its own. That starts with writing for actual client conversations, not generalized search traffic.

Focus on the questions buyers ask when they are deciding, not browsing:

Is this worth the cost?
How long does this usually take?
What happens if we wait?
What should we avoid?
What’s the difference between these options?

These questions are often avoided because they require nuance. That nuance is exactly what makes the answers useful.

State the answer early. The opening sentences should deliver the takeaway. Context, tradeoffs, and examples can follow, but the answer should not be buried.

Write in complete, reusable sentences. AI systems are more likely to reuse short, complete answers than long, layered explanations.

Finally, rely on what you actually see in practice. Content becomes more usable when it reflects where things break down, when an option sounds right but isn’t, or why timing changes outcomes.

As a result, this approach supports E-E-A-T (experience, expertise, authority, and trust) by showing how decisions are made.

What a Professional Website Should Cost in 2026

Wed, 17 Dec 2025 16:15:32 GMT

If you have seen very different website prices, this explains why.

How much should a professional website cost in 2026?
If you are planning a new website, cost is usually the first consideration. The more complex question is what you are actually paying for. A modern website includes messaging, content, structure, SEO, user experience, and the systems that support how visitors find you and decide what to do next.

That is why website pricing varies so widely. A simple site built to establish a presence requires a different level of time and effort than a site built to support visibility, credibility, and growth. Two projects can look similar on the surface while carrying very different workloads underneath.

This blog breaks down the factors that affect website costs so you can understand where time goes, the trade-offs involved, and how to invest based on what you want your site to do.

For typical investment ranges and what is included at each level, you can reference our Website Pricing Page.

Why website pricing varies so much

Website pricing varies based on the amount of work required.A site built with a limited number of pages and basic structure takes fewer hours than a site built to answer buyer questions, support search visibility, and guide decisions. The difference is not visual. It is structural.

The more clarity a website needs to provide, the more planning, writing, and coordination are required before design and development begin.

How customer clarity affects website cost

The strongest websites reflect how customers think, speak, and make decisions.

That means using the language customers use to describe their situation, not internal phrasing or industry shorthand.

Effective websites speak directly to:

What the buyer is trying to solve
What they want to avoid
How they describe the problem
The questions they are asking before reaching out
The factors that influence trust
The moment they feel confident moving forward

Capturing this requires discovery, clarification, and message development. This work shapes every page and directly affects cost. When it is skipped, content often needs to be revisited later.

Why conversion is a strategy decision

Websites convert when visitors understand where they are, what is being offered, and what to do next.

Conversion depends on:

Clear paths through the site
Obvious next steps
Messaging that answers unspoken questions
Logical page flow
A structure that feels simple and reliable

Achieving this requires planning, wireframing, editing, and alignment across pages. That time is part of the investment.

Content is the most underestimated part of website development

Content explains value.

It establishes credibility, differentiates the business, and gives search systems enough context to understand expertise.

Strong website content requires:

Clear positioning
SEO aligned page structure
Service descriptions that make sense
Industry depth
Internal linking
Natural calls to action
Clear hierarchy
Enough substance to support modern search and AI answers

When content is thin or outdated, the workload increases. More pages and more depth require more strategy and editorial time.

How long a professional website actually takes

Website projects often take longer than expected because the hours involved are underestimated.

A standard professional website typically requires 40 to 50 hours with an engaged client.
More complex or search focused sites often require 70 to 120 hours or more .

That time includes:

Strategy and planning
Voice of customer work
Messaging drafts and revisions
SEO mapping
Wireframes
UX planning
Design
Development
Internal linking
Imagery
Quality assurance
Launch preparation

Timelines extend when decisions take longer or inputs are incomplete. These hours are part of the work.

SEO and technical structure as cost factors

Foundational SEO is built into the site’s structure.

This includes:

Header hierarchy
URL structure
Indexability
Internal linking
Metadata
Topical clarity
Entity context
Depth that supports AI generated search results
Schema when appropriate

More competitive markets require deeper technical work, which increases time and cost.

The impact of good user experience and website design

Design determines whether visitors stay long enough to understand the business.

Effective user experience supports:

Fast scanning
Clear hierarchy
Simple paths
Mobile performance
Credibility signals
Visual clarity

Custom design requires more hours than template based work. Cost depends on how precise the experience needs to be.

Integrations and functionality that affect cost

Some websites are straightforward. Others require additional systems.

Common integrations include:

CRM platforms
Automations
Scheduling tools
Lead routing
Industry specific systems
Multi location frameworks
Resource libraries
Advanced forms

Each integration adds development time and affects overall cost.

Final thought

Website pricing reflects the amount of work required to create clarity, structure, and credibility. The more a website needs to explain, support search visibility, and guide decisions, the more time and coordination the work requires.

A professional website communicates well, can be found how easily, and helps the right people take the next step.

Understanding what drives cost makes it easier to choose the right level of investment and avoid surprises later.

Does SEO Still Work for Service Businesses?

Tue, 22 Jul 2025 12:45:57 GMT

Has AI changed how we search?

Yes. SEO still works.

People will always search for services. That has not changed. What has changed is how search results are delivered, how people evaluate what they find, and how success should be measured.

SEO is not wasted money. But it does need to be understood differently than it was even a few years ago.

Why SEO feels less reliable for professional service businesses

When professional services firms say SEO isn’t working anymore, the first step is to understand what the data is actually showing. This is why foundational search engine optimization still matters, especially for professional service firms where being found by the right audience is more important than broad visibility.

For accountants, attorneys, and similar service-based businesses, we often see impressions decline while click-through rates improve. Traffic may look softer, but inquiries become more qualified. That usually means fewer people are casually browsing and more of the right people are finding you.

For firms that rely on trust, credibility, and expertise, this matters. Being seen by everyone is less important than being seen by the right people at the right moment.

Search results pages are also more crowded than they used to be. Answers appear higher on the page. Showing up on the first page no longer guarantees attention, especially in industries where buyers take time to evaluate before reaching out.

Is SEO dead because of AI for service-based firms?

No. But it has changed how decisions are formed. We see this most clearly when working with accounting and legal clients, where search is driven by specific questions, timelines, and risk rather than casual browsing. This is why marketing strategies for these professions need to account for how decisions are actually made.

For service businesses such as law and accounting firms, search is increasingly problem-driven. People are not browsing for options. They are trying to understand a specific situation, risk, or decision they’re facing. For accounting firms in particular, this is why digital marketing for accounting firms plays a critical role in reinforcing referral credibility, supporting private search behavior, and attracting clients with more complex needs.

When AI or search surfaces a source that clearly addresses that problem, trust is established earlier in the process. This benefits firms that demonstrate experience and clarity. It works against generic messaging that tries to appeal to a broad audience.

AI and modern search tools still rely on structure to understand what a firm does, who it serves, and how it should be categorized. Clear service pages, consistent signals, and foundational SEO remain necessary for search engines and AI systems to trust what they index.

SEO provides that foundation. Without it, even the best expertise is harder to surface.

What SEO can and cannot do for accountants and law firms

SEO creates opportunity. It helps people find your firm when they are actively looking for guidance or services. It expands reach beyond referrals and local networks.

What SEO cannot do on its own is establish relevance or trust.

Professional service buyers want to know:

Do you understand my situation?
Have you worked with clients like me?
Can I trust your judgment?

If a firm’s messaging is unclear, unfocused, or aimed at everyone, visibility alone won’t drive inquiries. SEO works best when it supports clear positioning and helps the right people recognize that you are a fit.

How AI has changed decision-making for service buyers

AI has changed how people approach search, not just where answers appear.

Service buyers now start with a problem they’re trying to understand. By the time they land on a source recommended by search or AI, they expect it to help them make sense of that problem.

This shift favors firms that:

Speak to specific audiences
Address real client questions
Demonstrate experience through clarity, not claims

General messaging struggles in this environment. Specific, experience-based answers perform better, especially further down the decision path.

AI has not eliminated decision-making. It has shifted where confidence is built.

Why niche and brand identity matter more for service firms

As search becomes more problem-focused, relevance matters more than reach.

We often see this in our work with law firms. Focused positioning and clearer messaging tend to resonate more than broad, one-size-fits-all approaches, which is why our work in digital marketing for law firms emphasizes relevance over reach. When firms speak directly to the situations their clients face, they are easier to understand and easier to trust.

This is also where smaller and mid-sized firms can gain an advantage. Larger firms often offer broad services across many industries. Focused firms that clearly define who they serve and how they help stand out more naturally.

Trying to speak to everyone usually leads to diluted messaging. Clear positioning helps both people and search systems understand when your firm is the right fit.

Why SEO still plays a foundational role

SEO still works because search still needs structure.

Search engines and AI systems rely on clear signals to understand what a firm does, who it serves, and how its services should be categorized. Foundational elements like page structure, schema, and consistent signals help establish trust and credibility.

Without that foundation, even highly qualified service firms struggle to be understood by search systems.

What has changed is how success should be measured.

For service businesses, vanity metrics like impressions and rankings provide context, but they don’t tell the full story. More meaningful KPIs reflect business outcomes, such as:

Quality of inquiries
Alignment with ideal clients
Clear paths from discovery to conversation

SEO still matters, but it must support how the business actually grows.

The takeaway

SEO is not wasted money for service businesses. It still works because people still search for expertise and guidance.

What has changed is how people discover, evaluate, and decide. Firms that understand this shift, focus their message, and measure what truly matters are better positioned for sustainable growth.

How Do I Avoid Wasting Money on Marketing?

Mon, 17 Feb 2025 14:26:48 GMT

What business owners should understand before investing in marketing.

Wasting money on marketing usually comes down to unclear targeting, weak foundations, and mismatched expectations. This blog explains what must be in place before marketing can work, how to set a realistic budget, and how to tell whether a strategy or partner is actually helping you grow. If you want fewer guesses and more confidence in where your dollars go, start here.

What you must know before any marketing can work

Everything begins with the basics. Your marketer will want to understand your product, your services, your story, and your why. Your voice and your brand are the foundation of every message you put into the world. If you skip this part, every marketing effort will feel scattered and will cost more.

Then, they want to know whether you have done any brand work. Do you have a logo? A brand kit? Messaging? Sometimes that work is great. Sometimes it needs refinement. The goal is clarity.

Why unclear targeting makes marketing expensive

When people tell me they are not getting qualified leads, the problem is almost always the same. They have not defined who they are trying to attract.

If you do not know who you want to reach, you do not know what they care about, where they show up, or what questions they are asking. That means you end up spending money in the wrong places or pushing messages that never connect.

Understanding your ideal buyer is not a branding exercise. It is a practical tool that l owers your cost per lead, improves the quality of your pipeline, and helps you make confident decisions about where to invest.

What your past marketing efforts reveal

Once targeting is clear, the next step is looking at what you have already spent.

A good marketer does this before recommending anything new.

What brought in the right kind of leads?
What brought activity but no follow-through.
What you invested and what result you expected.
What tools and systems are actually being used today?

This is where wasted spending usually shows up.

Sometimes the audience was right, but the effort stopped too soon.
Sometimes traffic came in, but there was no clear path to conversion.
Sometimes the offer was unclear or poorly timed.
Sometimes the channel did not match how buyers make decisions.

Reviewing past efforts helps identify mistakes to avoid in the future.

When you understand what has already happened, you stop guessing, spend more deliberately, and make each dollar work harder rather than starting over.

One part of measuring what works is recognizing that SEO remains a foundational signal in search , and adapting goals accordingly.

What a realistic marketing budget looks like

Growth marketing is an investment. It takes money to make money.

According to the American Marketing Association (AMA) , the practical benchmark is about 10% of your revenue goals for marketing. It is not a fixed rule, and it does not apply only to digital marketing. I suggest that 5 -6% of your goal be spent specifically on digital marketing, unless you have aggressive goals, and in that case, it should be higher. Even in that case I suggest a staged approach.

If a business wants strong outcomes but only plans to spend a few hundred dollars, the results will reflect that. When your budget aligns with your goals, your marketing becomes more predictable and more effective. It provides real visibility, consistent output, and sufficient repetition for your audience to respond

Why business owners hesitate before hiring a marketer

Most business owners share the same concerns.

They worry they will spend money without seeing results.

They worry the work will be confusing or overly technical.

They worry that the agency will not explain what it is doing.

They worry about being overpromised and underdelivered.

These fears are valid. They come from real experiences.

A trustworthy marketing partner will show you the analytics, explain what is ha ppening, walk you through the wins and losses, and ensure you understand where your dollars are going. You should never be left wondering whether your investment is doing anything.

How businesses get better results from marketing

The businesses that get results tend to do the same few things well.

They are clear on who they serve and why they matter.
They consistently follow through on marketing, rather than treating it as a one-off effort.
They use a CRM to track what is working.
They plan ahead rather than reacting.

They also treat marketing as a working relationship, not a handoff.

They stay engaged. They communicate changes on their side. They share feedback early so the strategy can be adjusted before time or money is wasted.

That combination is what turns marketing from a series of tasks into sustained progress.

At its core, marketing is not complicated. It requires consistency, skill, and clear decisions. If you are questioning whether your current approach fits where your business is today, contact us to talk it through.

How Long Does It Take To Get Leads From Digital Marketing

Tue, 07 Jan 2025 16:27:46 GMT

What speeds up digital marketing results and what gets in the way

Most business owners ask the same question the moment they start marketing.

How long will it take before the leads start coming in?

It comes down to two things: the channel you choose and how ready your buyers are to make a decision. When you understand buyer intent, you understand why some tactics move fast and others take time.

This article explains what drives quick momentum, what takes longer, and what you can realistically expect at each stage.

What determines how soon you will start seeing leads?

Buyer readiness
A high-intent buyer already knows what they need. They’re looking for a direct answer and a partner who can solve the problem now.

For example, an accounting firm searching for “website redesign for small CPA firms” is already comparing options. They will move quickly when your offer matches what they’re looking for.

A low-intent buyer is still trying to understand the issue. They want higher-level information first. A senior living operator searching “why families stop responding to tours” is diagnosing the problem before they reach out. Both are valuable. They are just at different points in the process.

The channel you use
Each channel reaches buyers at a different stage. If your goal is to generate leads quickly and you need people who are ready now, paid search is the fastest path. You’re meeting buyers who have already taken steps to qualify themselves and are using transactional keywords that signal clear intent.

If you have a longer sales cycle or your audience needs more trust, SEO and content do the heavy lifting. Helpful explanations, guides, and straightforward educational content help buyers get started and move down the sales funnel. This is where long-form content, case studies, and white papers can begin to bring awareness to your brand and build trust.

Your consistency
Consistency matters. Staying visible builds trust with both buyers and search engines. Many businesses get discouraged when marketing results are slow and often stop-and-start campaigns. This resets momentum and slows algorithms that are designed to reward trustworthy signals. When you stay consistent from the beginning, the timeline becomes more predictable, and your results strengthen over time.

If You Have Aggressive Growth Goals, Paid Ads Work Faster

Paid ads reach people who are already looking for a solution. They are in market and ready to buy. You can see this in the way they search. When someone types a clear problem and a clear service, they are past the “research” phase and moving toward a decision. To reach these buyers, you usually have to pay to play, which is why paid ads deliver faster results.

Google Ads
Buyers on Google are ready or close to it. This is where searches become more transactional and more specific. When your campaign is set up well and your offer is aligned, you can see early traction within one to two weeks. That may show up as more qualified traffic while you tighten the path to conversion. The thirty to ninety-day window is when patterns become predictable, and the algorithm starts recognizing who your best buyers actually are.

Paid Social
Platforms like Instagram and Facebook reach people through interruption, not search. Think about why people are there. Instagram users want entertainment. Facebook users want to catch up with friends and family. When you show an ad, you interrupt that moment, which is why it is considered push marketing. It still works, but these leads usually need more nurturing because they didn’t wake up looking for you.

Most campaigns see movement in one to three weeks and get stronger as the system learns who responds to your message.

Channel alignment matters
Paid ads only work well when they match your goal and your buyer. When you have aggressive goals, you need channels designed for speed. When you spend money with a clear plan and strong alignment, you get faster traction and a more predictable return.

When You Have a Longer Sales Cycle, SEO and AI Search build momentum

Some buyers don’t move fast. They take time to understand the problem and time to trust the person who will solve it. If your work involves thoughtful decisions — whether you’re an accounting firm choosing higher value clients, a law practice competing in a crowded market, or a senior living community guiding families — you need a channel built for this kind of buyer. That is where SEO and AI Search align well with your strategy.

SEO Takes Longer Because Trust Takes Time

SEO works, but it is not immediate. Search engines need repeated signals that you know your subject. Readers need to see your content more than once before they act. When you stay consistent, the momentum follows.

Most businesses see early movement within 60 to 90 days. That might look like stronger visibility for “accounting firm website best practices,” “estate planning questions to ask,” or “how families compare senior living options.” Real conversions typically occur between six and twelve months, as buyers are still learning before they choose a partner. Understanding why SEO still matters for service businesses helps frame realistic timelines for when organic visibility contributes to growth.

Once you gain traction, SEO becomes one of your strongest and most profitable lead sources. It compounds and keeps working long after you publish. Strong SEO is more than publishing content. It is the structure of your pages, the clarity of your message, and the steady signals you send over time. Industry standards like those outlined in the WSI Biggs Digital SEO framework show how search engines evaluate trust, relevance, and usefulness before surfacing your content. When those pieces work together, your visibility grows, and your long-term results improve.

We recently worked with an accountant who wanted to focus on a very niche segment. After identifying the right area to target and creating content structured around how those buyers search, his main keyword moved from position seventy-seven to the first page of Google within thirty days. That kind of visibility compounds over time and becomes one of the strongest sources of organic traffic.

AI Search Adds a New Layer to Long-Term Visibility

AI Search is new, but we are already seeing signs that it rewards the same kind of helpful content that performs well in traditional SEO. If you can answer the fundamental questions your customers are asking, your brand has a strong chance of showing up in generative AI results.

Gartner recently predicted that traditional search engine volume will drop by 25 percent by 2026, as more people turn to AI chatbots and virtual agents rather than typing their questions into a browser. Gartner predicts search engine volume will drop . This shift means businesses cannot rely on classic SEO alone. Helpful content that answers fundamental questions is now required for both traditional search and generative AI search. When your content is well-structured and written with intent, your brand is more likely to be pulled into AI-driven results.

The data still needs to be structured and clear. Whether you are explaining tax changes for small firms or helping attorneys understand how to build online credibility, straightforward answers rise to the top. AI tools pull from content that shows depth, relevance, and usefulness, which gives you an opportunity to stand out if your message is strong.

We are still watching to see how long it takes to appear consistently in these AI-driven results, but we are seeing well-written content surface within a few months. It may move faster than traditional SEO, but it is still slower than paid search. Either way, this is a channel worth building now, especially if you want long-term visibility and a competitive advantage.

If you do not have the time to rewrite or restructure older content, consider working with someone who understands how to optimize for search everywhere so your brand shows up across all search results, not just one.

Email and Organic Social Build Trust and Keep You Top of Mind

Many business owners get frustrated with channels that do not produce instant leads. But email and organic social were never designed to work that way. Their job is to build trust and familiarity so that when buyers are ready, you are the one they think of.

Organic social
This is where people often get confused. Clients will tell me “social media doesn’t work” because they are expecting direct leads. But the algorithms are not built for that. Organic social is a brand awareness tool. It helps people get to know you like you and trust you.

Your posts should be intentional. They should point people to your website, show your point of view, and make it easy for someone to understand what you solve. Even if an organic post never produces a direct lead, it shortens your sales cycle because people feel familiar with your brand when they finally reach out.

Email marketing
Your email list should be full of people who, on some level, have already agreed to hear from you. This makes it one of the strongest nurturing channels you have. When someone interacts with you once, and you never follow up, you lose momentum. Email keeps you in the conversation.

Consistent emails meet buyers at different stages of the cycle and add value along the way. That steady presence keeps you top of mind and gives you a better chance of converting when the timing is right. Both channels support your deeper digital marketing efforts. They warm your audience, strengthen your brand, and make every other channel work better, especially your other lead generation channels.

HubSpot’s buyer journey lesson reinforces this idea by showing how people move through decisions in stages and how content needs to support each step for nurturing to work

What to Do Before You Spend Another Marketing Dollar

Once you understand how buyers move and how each channel supports them, your decisions get clearer. Paid ads are faster and give you early traction while SEO and AEO build the trust buyers need when the decision takes more time. Nurturing channels like email and organic social keep you top of mind so your other efforts convert more efficiently.

The best next step depends on your goals and the buyers you want to attract. If you have aggressive growth goals, you need at least one channel that reaches buyers who are ready right now. If your sales cycle is longe,r you need channels that build trust over time. Most service businesses see the best results when they use both.

Final Thought
There is no single timeline that fits every business. High-intent buyers move quickly. Buyers who need trust take longer. When your channels match where your buyers actually are, your marketing becomes far more predictable and far more profitable.

How to Use Amex Tools for Better Small Business Saturday Results

mishlei.inc@gmail.com (Kelly Biggs) — Thu, 21 Nov 2024 17:47:39 GMT

A step-by-step guide to leveraging American Express's tools to help your small business grow this year.

Small Business Saturday is just around the corner, and it's a great chance for small business owners like you to grow. American Express offers a range of tools specifically designed to boost your visibility and sales on this busy shopping day. This guide will walk you through how to use these tools effectively.

Step 1: Get Your Business on the Shop Small® Map
To begin, make sure your business is visible where it matters. Getting listed on the Shop Small® Map can help draw in shoppers who are ready to support local businesses.

How to Register: Visit the American Express website and fill out the registration form. You'll need to provide some basic details about your business.
Important Details: Check that your business meets American Express's eligibility criteria , which includes not being part of certain excluded business types.

You must have at least one physical (or online) business location within the United States and/or the U.S. territories;
You must have at least 1 but not more than 25 business locations;
You must not be part of a franchise brand with more than twenty-five (25) corporate-owned stores, or more than two hundred and fifty (250) stores in total.
You must not be a government agency, public administration organization, charity, religious organization, gas station, business located on the same premises as a gas station, nonprofit, trade association, shopping property management company, direct seller, travel agent or political organization;
You must not be a business that is primarily in the business of manufacturing, promoting or selling diet aids, cannabis, pornography, sexual aids, gambling, liquor, tobacco (including tobacco-related equipment, such as e-cigarettes), firearms or other weapons, or any sensitive or controversial topics with respect to current events or otherwise be engaged in any activity that violates any rules, laws or regulations; and
You may not be eligible if you participate in activities that we determine to be inconsistent with the values of American Express, Small Business Saturday, or the Shop Small Movement.

Step 2: Once You Have Registered, Use the Free Marketing Materials

American Express doesn't just help you get noticed and provides your business with free marketing materials to spread the word about your deals and offers.

Available Resources: These include digital marketing kits complete with social media posts and email templates, plus physical posters.
How to Use Them: Adjust these materials to match your brand’s voice and marketing goals, but remember to follow American Express’s guidelines for usage.

Step 3: Create Special Promotions
Special offers or promotions can work wonders in attracting more customers on Small Business Saturday. American Express can help by featuring your promotions, giving you a wider audience.

Planning Your Promotion: Think about what deals will attract your customers the most while still making sense for your bottom line.
Important Reminder: Make sure your promotions comply with American Express’s promotional guidelines to stay in the game.

Step 4: Track and Tweak Your Approach
Using American Express's tools means that you should continue to monitor how effective your efforts are and making necessary adjustments.

Tracking Your Success: Use analytics tools to see how well your Small Business Saturday campaigns are doing.
Making Adjustments: Depending on your results, you might need to fine-tune your offers, marketing messages, or operational strategies.

Conclusion
Using American Express's resources can significantly boost your Small Business Saturday success. Just make sure you understand and comply with all the terms and conditions to make the most of this partnership. Planning with these guidelines will help ensure your Small Business Saturday not only increases your sales but also builds lasting customer relationships.

FAQs

Q: What is Small Business Saturday? A: Small Business Saturday is an annual event founded by American Express to support local businesses on the Saturday after Thanksgiving.

Q: Why should I register my business on the Shop Small® map? A: Registering puts your business on the radar of conscientious consumers looking to support local shops, increasing both visibility and potential sales.

Q: What are the benefits of registering my business? A: Benefits include being featured on the Shop Small® map, access to free marketing materials, and the potential for increased customer engagement and sales.

Q: Is there a cost to register on the Shop Small® map? A: No, registration is free. It is a part of American Express's initiative to support small businesses.

Q: How can I make the most of Small Business Saturday? A: In addition to registering, you can engage customers through special offers, events, and promotions. Use the marketing materials provided to enhance your visibility and attract a larger crowd.

Need help promoting your small business Small Business Saturday or planning for next year? Let’s make sure your business gets the attention it deserves. Whether leveraging tools like those from American Express or creating a custom marketing strategy, WSI Biggs Digital is here to help. Contact us at www.wsibiggsdigital.com , a nd let’s work together to grow your business and connect you with the customers who matter most.

Facebook Success for Accountants

mishlei.inc@gmail.com (Kelly Biggs) — Sat, 13 Jul 2024 04:48:38 GMT

Millions of people use Facebook daily. Even if the platform is not their primary choice for social media, your target audience will likely spend some time there. So, you can create more brand awareness when you post on Facebook as a business. It is also a great place to build a community and engage with your audience.

Many accountants make the mistake of only posting on social media when it’s tax time, but that is a missed opportunity. Your Facebook audience will want to engage with you year-round, especially if your posts are informative and personal.

A great Facebook strategy can even help drive traffic to your website and increase your ranking on search engines.

Setting Up a Facebook page

Here is a guide for Accountants on how to set up your Accounting Firm’s Facebook Business Page .

All Facebook Accounts are linked to a personal page. This is a Facebook policy, so you must adhere to it. People interacting with your business cannot see your personal page or posts unless you have given them permission to do so.
Click on the “pages” section in the left-hand menu, then click “Create New Page.”
At this point, you will begin creating your page. You will want to make sure that anything you enter beyond this point is consistent with your brand and brand messaging. You are allowed to identify up to three categories for your business: Accountant, Tax Preparation Services, or Financial Services. You can also write a short bio, which I often call an elevator pitch. This information helps visitors understand what your page is about, so think through what you want to say and update it frequently.
Upload a profile photo, cover photo, and your company logo. Don’t just choose any picture; be deliberate and follow Facebook’s size guidelines so that your page looks professional. Being creative works well, so have your marketing agency make these assets for you. If you are creating them on your own, try Canva . Canva is very user-friendly and is a good starting point for creating social media assets.
The next step is to add details about your business. It is imperative (for search engine optimization (SEO)) that your name, address, and phone number match those on your Google Business Profile Page exactly.
Determine what you want your visitors to do: Do you want them to call, schedule a consultation, or contact you? Either way, create a call-to-action (CTA) button encouraging them to engage with you.
Now, you are ready to create your first post. Welcome them to your site. If you are doing this on your own, try using AI-enabled software to assist you. We really like Ocoya .

Content Strategies for Accountants

If you are not accustomed to posting content on Facebook, it may be difficult to think of content. The good news is that various types of posts perform well, including those that perform well for accountants. We have created a 30-day social media posting challenge for our clients, and it helps to show what type of content your clients enjoy. Some of the posts include the following:

Meet the team
Upcoming Tax Deadlines
Family vacations
Day in the Life of an Accountant

Understanding Facebook's Algorithm

Facebook’s Algorithm determines what content appears in its users' feeds. Understanding what Facebook values allows your posts to reach more people. Here’s a simple breakdown of what matters to Facebook so that you can reach more users:

Recency : Newer posts are shown more frequently than older ones. Regularly posting fresh content keeps your audience engaged.
Content-Type: Different types of content (videos, photos, links) perform differently. Videos and photos tend to get more engagement than plain text.

When posting on Facebook, you will want to use hashtags. You should do some research to determine which hashtags to use.

For example, you might choose #accounttips, #IRS, or #taxes. Hashtags help categorize content and make it discoverable to a wider audience beyond your followers. Here’s how they fit into the algorithm:

Increased Reach : Using relevant hashtags can make your posts visible to users searching for or following those hashtags, thereby expanding your reach.
Content Discovery: Hashtags help users find content related to specific topics or interests. This means your posts can attract people interested in those topics, even if they don’t follow your page.
Trending Topics: Posts with trending hashtags can appear in more feeds

Why Is this Important for Accountants?

Increased Visibility: Knowing what Facebook values can help you create content that gets noticed, driving more traffic to your page.
Better Engagement: Engaging content keeps your audience interested and encourages interaction, building a stronger connection with your followers.
Optimized Strategy: Tailoring your posts to fit what Facebook’s algorithm prioritizes ensures your efforts are more effective and efficient.

If you are posting on Facebook for your accounting firm , remember to create engaging content, post regularly, and diversify content. If you need help, contact the best digital marketing agency for accountants.

Why Accountants Need a Digital Strategy

mishlei.inc@gmail.com (Kelly Biggs) — Mon, 24 Jun 2024 16:15:00 GMT

If you ask most accountants, they will tell you that they have built a business based on referrals. If that is true, then it leads to a question that is often asked—“ Do accountants need marketing ? ” As a digital marketing agency that supports accountants, my knee-jerk reaction is yes. But I will resist that response and give an alternative answer: It really does depend on how fast you want to grow.

Clearly, it is hard to deny that there has been a shift in client behaviors over the years. Even if an accounting firm has a strong referral pipeline, potential clients will likely research your firm online, browse your website, and read reviews before making contact. For that reason alone, it is imperative that accountants pay attention to their online presence.

But what does that mean exactly?

Is it your website, social media posts, email marketing, or paid ad campaign? In reality, it is a combination of all of the components working together. Which of these things is most important? This article will explore the importance of developing a cohesive digital marketing strategy as an accountant. And how a great strategy - supported by the right tactics will support your business goals.

The Importance of Strategy over Tactics for Accountants

When I meet with accountants, they often ask questions like: How should I market myself as a CPA? And where should I advertise? Both are valid concerns. The answer to these questions begins with understanding the importance of Strategy over Tactics for Accountants.

Leading with tactics may seem great in the short run, but depending on the tactic, you may experience a quick win and get immediate results. But they may not line up with your long-term goals, leaving you in a difficult position.

For example, if you invest heavily in a pay-per-click campaign that drives a lot of traffic to your website, but none of the visitors are your ideal client, you may have generated a lot of activity without actually moving your business forward.

As Sun Tzu said in The Art of War, “ Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. ” By aligning your marketing tactics with your objectives and creating a cohesive digital marketing strategy, you’ll not only get better results but also maximize your return on investment, which is essential for any accountant.

Key Components of a Digital Strategy for Accountants

You may be wondering how to market yourself as an accountant. Marketing your CPA firm requires a thoughtful approach since clients trust you with their finances. A digital marketing strategy defines how you'll present your firm online—it's your game plan for all the ways potential and existing clients will interact with your firm when they're not in front of you face-to-face.

This could include searching for your firm on Google, visiting your website, or seeing your posted advertisement. In this section, we'll explore the key components of a digital marketing strategy, ensuring your online presence is both effective and professional.

1. Learning Your Business Goals

What are you trying to achieve this year? : Do you want to grow by 10%? Are you in hyper-growth mode? It's important for us to understand these specifics.
Targeting a specific client group?: Maybe you're looking to attract high-net-worth individuals, your CPA firm is focused on a specific type of investor, or you are positioning your firm as a niche or boutique CPA service. Knowing this helps us tailor your strategy.
Aligning strategy with goals : If you're planning for moderate growth and we opt for a hyper-growth strategy like an aggressive pay-per-click campaign, you might find handling the new leads challenging. This highlights the importance of aligning your marketing strategy with your actual business goals.

2. Defining Your Buyer Persona

Knowing Your Ideal Customer: When creating buyer personas, we want to understand who you're trying to sell to. We need to grasp their demographics—how old they are, how many kids they have, what college they may have attended, where they work today, or if they own their own business.
Capturing Lifestyle and Habits: Knowing where they hang out, offline and online is important. This helps us target our marketing efforts more effectively.
Addressing Their Needs: What is on their mind? What are they trying to solve when they come to you? The questions they ask you in the office are likely what they want to know online. We aim to answer those questions, showing that we understand them, rather than just telling them about how great you or your product are.

3. Understanding the Buyer Journey

Have you ever gone to a networking event and come back disappointed that you didn’t get any leads? The reason is that only 8% of the people you meet are ready to do business with you today. And if you pitch your services when they aren’t ready to buy, they will probably forget about you.

This is why the buyer journey is so important. There are different stages in the buyer journey - awareness, information gathering, decision-making, and action. It is important to have marketing material that aligns with your prospect’s stage in the journey.

4. Brand Story

During my time at IBM, their " What Makes You Special " campaign stuck with me. It highlighted the importance of understanding your unique value, creating a clearer brand identity and attracting clients who appreciate those qualities.

Many business owners become so absorbed in day-to-day operations that they neglect their brand identity. This is critical in accounting, where trust is key. Our team will work with you to create a distinct brand identity that appeals to both clients and potential employees—a common issue for accounting firms.

Benefits include:

Attracting the right clients : A well-defined brand identity resonates with your target audience, making it clear why your firm is their best choice.
Attracting top talent : A strong brand story makes your firm an attractive place for employees to grow their careers.
Building trust and credibility : A consistent brand identity demonstrates professionalism, inspiring confidence in clients and employees.

Investing in a well-crafted brand identity, your accounting firm will stand out, address talent acquisition challenges, and position itself for long-term success.

5. Conducting A Competitive Analysis

Although businesses want to avoid replicating competitors' strategies, examining their online presence can provide valuable insights. We assess three competitors to compare their digital strategies with our clients'. Areas we analyze include:

Websites
Google rankings
Competitive keywords
Online reviews
Social media presence

We create a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis by evaluating these factors. This process helps us determine how to best position our clients within the digital landscape based on their unique objectives and industry competition.

Exploring Digital Marketing Tactics for your CPA firm

Now that we've discussed the importance of strategy over tactics let's dive into the practical side of digital marketing for your CPA firm. When chosen and implemented wisely, tactics can be the driving force behind your firm's growth.

Content Marketing : We utilize the insights gained from building your brand story and establishing a strong brand voice to create a cohesive marketing strategy. This includes maintaining a regular content calendar for your blog, Google My Business page, and website. Doing so helps ensure that your messaging resonates with your target audience and delivers the right message at each stage of your customer journey, keeping potential and existing clients engaged with your firm.
Search Engine Optimization (SEO) : The goal of SEO is to increase your website's visibility on search engines like Google. It is particularly effective for unbranded searches, such as when potential clients search for your services but don't know your firm's name. This means that when people search for terms like 'accountants near me' or 'individual tax assistance,' your firm appears on the first page of search results. However, achieving this takes time, and there are better choices for accountants who are looking for quick wins.
Paid Advertising for Accountants : When it comes to paid advertising, there are multiple platforms and formats to choose from, making it all the more important to have a well-defined plan in place. Understanding your budget and expectations will help guide your decisions. For instance, social advertising on platforms like Facebook or LinkedIn can be a great way to reach your target audience where they spend their time online.
Email Marketing - Email marketing helps you stay top-of-mind with prospects and nurture existing client relationships. To maximize return on investment, prioritize client segmentation and personalized, targeted emails. Having a well-thought-out email marketing strategy will drive engagement and ensure timely communication that may not deter engagement. By focusing on tailored email campaigns for different client segments, you'll create stronger connections and encourage valuable engagement, ultimately supporting your business goals. Learn more about email marketing for accountants here.

Key takeaways

The Client's Journey Has Shifted. While referrals are still a great way to build your business, clients also research online before reaching out. A strong digital presence is a must for accountants.

But it's not about quick wins. Building a solid digital strategy lays the proper foundation for your online business. It attracts the right clients seeking your expertise, saving you time and frustration.

Need help building a digital marketing strategy for your accounting firm? WSI Biggs has been helping accountants grow online for years. We will work with you to define your goals, understand your ideal client, and navigate their online journey. We will then align these tactics to your specific business goals so that you can grow in a way that makes sense for your CPA firm.

Power of Words: Content Marketing Essentials for Accountants

mishlei.inc@gmail.com (Kelly Biggs) — Mon, 24 Jun 2024 00:13:31 GMT

Over two and a half decades ago, Bill Gates once said, “Content is King,” and that statement still remains relevant today. Communicating with your existing and potential client base is essential for accountants and CPAs hoping to remain relevant in their online presence.

Understanding that statement is one thing; getting started on it is another. Maintaining a consistent brand voice across all content platforms is key. Whether it’s your GBP, website, or social media, the tone and style should reflect your firm’s values and professionalism.

This consistency helps in building a recognizable and trusted brand identity. Let’s explore the different places you visit online and highlight a few tips for effective communication for each.

Optimizing Your Google Business Profile

A Google Business Profile (GBP) is often the first place a client will see you online. The very first step is to claim and verify this profile . After receiving your verification, you will want to update your information.

Remember, GBP acts as your digital storefront. So, you’ll want to ensure your descriptions are consistent with those of your other online platforms. Here are some specific items to address:

Properly record your name, address, and phone number and keep them consistent.
Update your service offering and write detailed descriptions.
Request, Review, and Respond to all customer reviews on your profile.
Link social media to your profile. This is a feature Google added recently.
Post content, events, and offers regularly.

The Role Content Plays in an Accountant Firm’s Website

Your website is the central spot of your online identity. Whether navigating here after a Google Search or typing in the information on your business card, you have 3 seconds to capture your visitor’s attention. So what you say really matters.

Your should clearly articulate how you can address the issues your clients may have when they come. It should also tell them who you are and what services you provide.

Pro Tip: The number one conversion tool on your site is having an easy way for visitors to call. Ideally, your number should be in the upper right-hand corner of the navigation bar.

Ensuring mobile responsiveness and designing for user-friendliness can increase user engagement. It is important to remember that websites are not just about looks; they are the primary resource for clients seeking trust and expertise.

How Accountants Can Get To The First Page of Google

The most coveted spot online is getting to the first page of Google. To get there, you must be patient and have a solid strategy. Remember that Google promotes websites that provide helpful content .

So, when you develop content, focus on your client's specific needs and concerns. Identify what clients ask you offline and let that help dictate your online content.

If your clients are trying to understand tax law changes or developing a more robust tax plan, that should guide your topic selection.

Providing valuable informational content that addresses these concerns on your website will not only showcase your expertise; it actively engages your audience, demonstrating your relevance and authority. And it will shorten the time it takes to get you to rank high in the search results.

Are blogs important in my SEO strategy?

Blogging is still an effective tool that enhances your SEO . But you must write blogs in a cohesive voice and with a logical plan. You should always write for something other than the algorithm. However, conducting the appropriate keyword research will allow you to write in a way that will drive more traffic to your site and improve your search engine rankings.

In addition, each blog post should include proper meta titles and meta descriptions. Whenever possible, you should link to both internal pages and reputable external sites. This not only helps your firm rank higher on search engines but also establishes it as a thought leader.

Engaging Clients Through Social Media

Social media has really taken off. There are so many different platforms to be aware of. As a digital marketing expert specializing in accountants, they often ask which social media platforms they should post on. My answer is always it depends(my husband hates that answer��). While this is vague it is also true.

It really depends on whom you are trying to target. If, for example, you are trying to target other business owners, you must post on LinkedIn . Conversely, if you are targeting Millennials, invest in reels for Instagram.

You can utilize social media and email marketing to further your reach and engagement. Regular posts and updates about your services, insights into the accounting world, and personal engagement can build community and keep your audience informed. But your posting should have a purpose.

Tips :

Don’t try to sell on every post
Get personal—don’t be afraid to post about your family or recent hike once in a while. Viewers love this—yes, even on LinkedIn.
Become a resource for valuable information. Share articles from the IRS with your point of view.

Email newsletters keep your clients up-to-date, reinforcing their decision to trust you with their financial needs.

Effective Email Marketing Campaigns

Already have clients? Use email marketing to keep your clients up-to-date on recent changes throughout the year, not just at tax time. You can set up an automation to send out birthday emails to your clients as well.

Email marketing can also be effective in reaching prospective clients. You can place downloadable content on your website in exchange for an email address or gather those business cards you collected at your last networking event and create a drip campaign.

Staying top of mind and sending the appropriate message at the right time can effectively win clients.

Conclusion

Effective content marketing for CPAs is about more than just sharing information—it's about creating connections and demonstrating your firm's value. By strategically using digital tools like Google Business Profile and your website and thoughtfully engaging through blogs, social media, and emails, you can significantly enhance your firm's visibility and client trust.

Not sure where to start? We have created a Content Calendar Planner to help. You can download the file here .

Maximizing Your Reach: Effective Paid Advertising for Accountants

mishlei.inc@gmail.com (Kelly Biggs) — Sat, 08 Jun 2024 05:50:16 GMT

Businesses in the accounting field can thrive with online advertising. This guide helps accountants harness Google Ads, Facebook Ads, and more for growth. We will discuss the different types of ads and how they can enhance your online strategy.

Understanding Paid Advertising for Accountants

Paid advertising, particularly Google Ads , can be a game changer for accountants hoping to grow their online presence. Let’s explore the various types of ads that Google offers. The most popular is Pay Per Click ads , which are often referred to as PPC. These can be very effective for accountants and CPAs who want to get to the first page of Google quickly.

PPC Ads appear in the “first position” of search. So, for example, when your potential clients search for “the best accountants near me,” any accountants paying for Google Ads will be positioned above those who are utilizing SEO tactics. Accountants who execute this may appear more than once on the first page of search results.

How Accountants Can Set Up PPC Ads

To start with Google Ads, an accountant must set up an account. They choose who sees the ads by selecting specific audience traits like location and age. Next, goals need to be clearly defined —what does one want from these ads?

Maybe it's more web visits or calls from new clients. Setting a budget keeps spending in check while picking out ad formats that sync with intended outcomes –search-focused or visually driven display ads. Crafting engaging content pulls potential customers closer—well-chosen words paired with eye-catching designs are key.

Keywords also come into play—the right ones attract clients genuinely interested in accounting services. It’s not just about what terms to include but also which searches should steer clear of your services using negative keywords—a smarter way to spend money reaching those really looking for what you offer. Landing pages seal the deal; they encourage visitors to convert from curious clickers into committed contacts if designed thoughtfully–simple navigation combined with compelling visuals and copy make all the difference here.

Remember this: Strategic paid advertising can significantly uplift any accounting practice, whether large firms or solo CPAs—it's a smart investment that leads directly to business growth.

Local Services Ads

Did you know that there is a position above the “first position of Google Ads”? It’s called the zero position; only certain industries can advertise here.

You have probably seen them before. Like PPC Ads they appear after you type in a search for an applicable service. They are displayed above all searches and appear with the “Google Screened” or “Google Verified” label beneath a picture. An endorsement from Google is extremely helpful for clients who are looking for accounting services. These ads are called local service ads, and accountants can use them to advertise their businesses.

Here’s how to get started: Go to Google Local Services Ads and register your business. This is the longest part of the process, as you must complete certain steps to verify your business. Tip : You will need at least 5 reviews for your Google Business Profile page, so make sure you have that first.

Next, you set your budget. Here are the things I like most about these ads: You only pay for leads, not clicks or impressions—that is, actual people calling or texting you about your services. You can determine how much you want to pay each month, and you will never exceed your budget. My accounting clients love this! Once approved, your ads go live. It's that simple.

Choosing the Right Platforms for Accounting Marketing Efforts

Accountants often ask me where they should advertise. My answer is always the same – it depends :) And while it may sound vague, it’s true. It really does depend on who you are trying to reach. That will dictate where you should advertise. For example, if you are trying to reach Boomers, Facebook might be a good choice.

Social media advertising requires different content for different platforms. Tik Tok, YouTube, and Instagram users gravitate to video. Facebook is great for picture and carousel ads. For LinkedIn , sharing insight without links invites further engagement from followers—this tactic enhances visibility cost-effectively

The key is understanding what customers are trying to solve and providing them with helpful information so that they trust you and will look to you to deliver the services they seek.

At the end of the day, paid ads bring quick results if targeted well; understanding your audience's needs ensures resonant ad copy that stands out among competitors online, where attention spans are short but possibilities are vast.

Creating Targeted Ads That Attract Clients

Accounting firms can leverage Facebook's ad system for precision when crafting targeted ads to draw clients. It lets you identify specific groups, such as small business owners nearby or young people who need tax help. This means your message hits the right eyes—those actually interested in what you offer.

Using instant forms via these paid posts is cost-effective; it doesn’t require much money. Tailored Facebook advertising shines during peak times like tax season, when quick results are key.

You place your service before individuals actively seeking accountancy aid without relying on chance encounters online.

Budget Management in Accounting Firm Marketing

In managing marketing budgets for accounting firms, one must strike a balance: spending enough to reach the audience but not more than what brings in new clients. WSI Biggs Digital Marketing Agency's success lies here, guiding accountants past common pitfalls like chasing rivals' tactics blindly. Smart budgeting isn't outspending competition; it’s focused on client trust and precise targeting through digital means—email, social media, search ads.

Digital strategies are planned with care so potential clients can find your services easily online when they seek the answers your accounting firm or CPA practice can provide—a strategy that turns visitors into leads and nurtures growth within your business.

Incorporating Ads with Organic Tactics for best results

For CPAs, accountants, not enrolled agents, it’s not just about having a website or paying for ads—it’s forging real connections. Accountants can stand out with a strong social media presence; it builds bonds and draws eyes to your services.

\Successful accounting marketing agencies, like WSI Biggs Digital choose platforms wisely for our clients. We understand where your clients actually spend time and market your firm’s unique identity there. We do this with full profiles and targeted content that speaks directly to each platform's language.

Remember this: when used smartly, social media isn't just chatter; it can be a transformative tool for growth-centered accounting businesses seeking meaningful client relationships.

Posting organic content to your social media platforms is imperative. Your followers learn more about you and start to look forward to your content. If you post sporadically, you give the impression that you are no longer engaged with your audience. You also run the risk of no longer staying top of mind to potential and existing clients.

Search Engine Optimization is another way to improve your practice’s online presence. When accountants blend ads with SEO, they can accelerate growth. They ensure their websites are search-engine friendly by using keywords that people type when looking for tax help or auditing services. This helps the firm's site climb higher in online searches, where it grabs more attention. If done correctly, it can decrease the need for or at least the budget spent on paid ads.

To be seen as leaders in finance work, firms make connections with big names and share smart insights on blogs and talk shows. These moves put them out there more so people know who to trust. Firms also reach news desks with fresh numbers or stories to show off their smarts and get talked about in articles—this builds a solid name for themselves

Measuring Success with Analytics Tools

For accounting firm marketing, success hinges on analyzing hard data. Experts turn to analytics tools for clarity about what works and fails in their paid advertising strategies. They scrutinize metrics like ROI, which tells them how much money a campaign brings back relative to its cost.

Those who understand these insights can shift funds smartly into high-yield channels—like perhaps Google Ads over Facebook—if numbers show higher returns there. These decisions cut waste and improve profits by shifting resources where they can perform best. Furthermore, assessing channel effectiveness is part of fine-tuning the promotional mix—be it social media or email blasts—to ensure dollars go exactly where potential clients are looking.

Lastly, aligning marketing efforts with business objectives is crucial. For instance, if an accountant's office targets a 20% revenue increase, strategies are tailored specifically for that goal. A digital strategy involves designing actions that attract lasting client loyalty, thus improving Lifetime Value (LTV) and Average Revenue per User (ARPU) monthly.

Incorporating Ads with SEO for best results

When accountants blend ads with SEO, they unlock potent growth tactics. They ensure their websites are search-engine friendly by using keywords that people type when looking for tax help or auditing services. This helps the firm's site climb higher in online searches, where it grabs more attention.

To be seen as leaders in finance work, they make connections with big names and share smart insights on blogs and talks shows. These moves put them out there more so people know who to trust. Firms also reach news desks with fresh numbers or stories to show off their smarts and get talked about in articles — this builds a solid name for themselves.

By sending out emails packed with tips but not just sales talk, they keep relationships warm and stay at the top of minds when money matters crop up. And then there’s being chatty on sites like LinkedIn or Twitter; posting updates draws folk’s eyes naturally without paying extra cash every time.

Doing all these things right means potential clients find you easily through an ad click today—or remember your expert advice tomorrow from a quick tweet scan during lunch break!

Choosing the Best Accounting Marketing Agency

Deciding how to market your accounting firm is just as important as determining who will lead the charge. You will want to pick an agency that is not cookie-cutter, one that will listen to your needs and set a strategy specifically tied to the success of your firm. That agency should also be able to point to the success of other clients.

At WSI Biggs , experts tailor paid advertising strategies that target the right audiences for accountants. Combining data-driven insights with creative approaches ensures ads resonate and convert. Pay-per-click campaigns across Google AdWords and social media platforms are refined regularly to maximize returns on investment.

Accountants can expect increased traffic and quality leads ready for their services. WSI Biggs professionals deliver precise targeting and compelling content, understanding financial specialists' unique needs for online marketing growth.

Maximizing ROI: Essential Email Marketing Strategies for Accountants

mishlei.inc@gmail.com (Kelly Biggs) — Sat, 11 May 2024 21:09:48 GMT

Accountants often seek ways to grow their client base while keeping costs low. Email marketing emerges as a standout strategy, offering high returns for minimal investment. By targeting specific groups and tailoring messages, firms can nurture leads into loyal clients.

Pairing these efforts with sound practices like SEO enhances online presence significantly. Such strategies pave the way for better visibility in search results—an important step in today's digital world where clear goals drive successful outcomes and growth follows naturally from well-planned marketing actions.

Understanding Email Marketing for Accountants

Accountants seeking to grow their firms and retain clients must embrace email marketing, a strategy that boasts efficiency and proven results. Tailored newsletters keep your brand in clients' minds by providing updates and insights into the financial world—a critical touchpoint for nurturing trust.

It's essential to send these emails regularly but ensure they're relevant; bombarding clients with messages will likely lead them to unsubscribe rather than engage.

To maximize visibility, accountants should update online profiles and get reviews on platforms like Google My Business or Yelp, enhancing credibility. With concrete goals and key performance indicators (KPIs), such as tracking website traffic or new client numbers, accounting practices can analyze what strategies yield returns, allowing for refined future campaigns.

In leveraging market intelligence, accountants gain valuable insight from customer analytics, which informs resource allocation effectively, leading toward profitable service offerings while fostering strategic growth within their niche markets, including CPA firm marketing.

Creating Compelling Content Strategies

Creating compelling content is a critical step in email marketing for accountants . It starts with knowing your audience's interests and delivering what resonates. A technique like segmentation splits users into groups based on data, such as past behavior, which allows messages to hit closer to home.

For instance, new tax law updates can be sent specifically to small business owners, while personal finance tips could go to individuals. Next, you'll want to design subject lines that mix clear information with an enticing hook – think "Top 5 Tax-Saving Tips New in 2024." These few words decide if an email gets opened or trashed.

Personalization doesn’t end there; it extends into the body, where tailored advice awaits readers interested in learning about relevant insights. This is a must in today’s crowded inbox environment.

Finally, best practices demand attention because they uphold trustworthiness: Compliance ensures transparency about how subscriber data gets used (staying clear from legal issues). We strongly recommend you routinely clean your email lists to keep only those truly interested engaged.

Done right, this targeted strategy boosts open rates and ROI alike.

Segmenting Your Audience Effectively

With accountant marketing , segmenting your audience is pivotal. Know who they are: Some might need tax advice, while others seek business tax planning. Deliver relevant content; those craving tax tips won't value generic news.

Engagement skyrockets when messages hit home – imagine infographics simplifying complex data or videos explaining the impact of new legislation. Consistency is important because it improves – regular emails forge familiarity and expectancy amongst readers, cementing a bond with your CPA firm’s brand over time.

Be sure to include your latest blogs so readers will visit your website and encourage them to follow you on social media platforms.

Automating for Efficiency and Consistency

Automating emails saves time and boosts a firm's impact. It updates clients on new tax laws, market shifts, or fresh insights. This keeps content timely, engaging users better than static messages.

Smart automation feels personal, not robotic; it delivers value when the recipient needs it most — nurturing trust and loyalty to your accounting brand. Used correctly in marketing for accountants, this tool drives solid business growth by maintaining efficiency and human touch in communications with prospects and customers.

Automation should empower firms to scale their reach while preserving the intimacy of direct conversation with each client.

Creating Personalized Outreach Campaigns

Crafting personalized outreach campaigns hinges on tailoring your approach. For accountants, this means understanding a client's specific needs and speaking directly to them.

One might create emails that address common financial challenges or offer insights into tax-saving strategies tailored for the individual business owner, encouraging readers to book time on their calendar for an individual consultation.

Distributing curated newsletters helps, too; providing top industry news without overwhelming clients solidifies trust and encourages sharing—a simple layout suffices, as proven by successful firm leaders' feedback on streamlined content delivery via platforms like ConvertKit .

Incorporating these elements—personalized email communication, strategic calls to action, and value-driven newsletters—is extremely effective for effectively creating meaningful connections and showcasing authority.

Measuring Success with Key Metrics

Tracking success when utilizing email marketing for accountants hinges on key metrics. Most platforms have analytics built in. In addition, Google Analytics offers data analytics free of charge and is effective at analyzing your overall marketing results. Accountants can see which pages clients visit most and where web traffic comes from, which is essential in refining strategies.

Goals need checking: Are targets being met? Understanding visitor demographics helps tailor messages. Analytics aren't just numbers but tools for shaping campaigns that hit the mark with precision .

Knowing what works cuts wasted spending and raises ROI sky-high—firms embracing this thrive six times more likely year over year! Effective analytics lead straight to smarter budgeting and sharper decision-making every step of the way.

Exploring Advanced Techniques in Targeted Messaging

By incorporating digital marketing, accountants can grow their business. They can now enhance traditional ways of doing business and increase client interaction with less spend. By reviewing the data, they know who needs them and craft messages to win those individuals over.

This means time and money are spent where it counts—bringing in leads that are closely aligned with their offer. Fine-tuning websites for top search results can further enhance the reach of potential clients seeking your goods or services. With it, firms rise up when people look online for tax help or bookkeeping advice—a real game-changer!

Emails tailored to clients can close deals. You can set up automation that keeps the conversation going beyond one-time meet-ups or calls. Each email sent has a purpose: to educate or give sweet deals so customers stay close at hand.

WSI Biggs Digital understands the unique needs of accountants who want to maximize ROI through email marketing and other digital marketing tactics. Their tailored strategies focus on engaging content, segmented lists, and timely follow-ups.

By leveraging these tactics with precision, WSI Biggs helps accounting firms nurture leads effectively while maintaining strong client relationships. As a result, our accounting clients witness significant growth in both engagement rates and return on investment.

AI-Powered Solutions: Transforming Small Businesses in 2024

mishlei.inc@gmail.com (Kelly Biggs) — Wed, 24 Jan 2024 23:35:07 GMT

AI - A Game Changer for Small Businesses

Small businesses often have limited resources, making it harder for them to compete against established industry peers. This is where AI can level up the playing field: AI tools help automate routine and time-consuming tasks, such as data entry, appointment scheduling, and invoicing. From ChatGPT to machine learning, various AI tools can offer numerous practical benefits for small businesses, helping them enhance efficiency and streamline operations.

Adoption of AI and automation are already making their way to small businesses. 26% of small businesses have already begun implementing automation technology in their operations and have seen success. Meanwhile, 74% have shown interest in implementing these technologies in their daily operations.

As the business landscape changes over time, AI tools become an important game-changing ally for the success of small businesses.

How can small businesses incorporate artificial intelligence into their operations? Let's explore the possibilities.

Enhancing Customer Interactions with AI Tools

Small businesses can leverage AI for customer interaction in various ways to enhance customer satisfaction, streamline processes, and improve overall engagement. Deploy AI-powered chatbots on your website, social media platforms, or messaging apps to provide instant responses to customer queries. With AI-powered tools, you can improve customer service by offering 24/7 support to handle routine inquiries, allowing you to free up human resources for more complex tasks.

AI-driven chatbots speed up the communication between customers and small businesses. You can resolve queries in real time with an automated query workflow. Aside from query automation, AI chatbots can also collect data for a better understanding of customer needs. You can gather valuable customer information to serve their needs more accurately and reliably.

With AI-driven scheduling tools, you can now automate the appointment booking process for services or consultations. Improve customer convenience, reduce scheduling errors, and enhance overall service efficiency.

Staying consistent can be done using AI tools. Regardless of what channel a customer interacts with your small business, you can ensure consistent messaging and customer experience across different channels. The result? A unified and seamless experience, regardless of whether customers interact via website, social media, email, or other channels.

Gain insights into customer satisfaction using AI tools. Through AI, you can identify areas for improvement and respond to customer concerns in real time. Implement AI-powered sentiment analysis to analyze customer feedback, reviews, and social media comments.

Chatbots and AI tools that small businesses can use:

Ada or Drift - engage in conversations with customers, answer FAQs, offer support, and collect feedback.
Amelia or Kustomer - can handle complex customer requests, escalate issues, and even schedule appointments.
Lexalytics or Crimson Hexagon - analyze customer feedback from emails, chats, and social media.

Automating Daily Tasks: AI for Operational Efficiency

In terms of operational efficiency, AI-driven workflow automation tools streamline internal processes and improve collaboration. RPA (Robotic Process Automation) can automate repetitive tasks such as data entry, file transfers, or email notifications.

AI helps small businesses optimize the supply chain by predicting demand, managing inventory, and identifying cost-effective suppliers. With AI-powered logistics and supply chain management systems, it will be easier to enhance efficiency in procurement, warehousing, and transportation.

AI can be used to predict equipment failures and schedule maintenance proactively. Use IoT sensors and AI algorithms to monitor the condition of machinery, predicting when maintenance is needed to avoid unplanned downtime.

With limited resources, AI tools allow small businesses to prioritize tasks and allocate resources efficiently. Implement AI-based project management tools that analyze project timelines, resource availability, and task dependencies to optimize project workflows.

Automate tasks using these suggested AI tools:

UiPath or Blue Prism - automate repetitive tasks like data entry, invoice processing, and scheduling.
Ibex or Prevedere - use AI to predict future demand for your products, optimizing inventory levels and reducing costs.
DocuSign or Adobe Acrobat Sign - use AI to streamline document workflows, including e-signatures, approvals, and routing.
Descartes or Manhattan Associates - streamline warehouse operations, optimizing picking, packing, and shipping processes.

AI-Driven Marketing: Reaching the Right Audience

For small businesses that want to enhance their strategies and reach target audiences more effectively, AI can help improve overall campaign performance. Employ AI algorithms to analyze customer data and segment your audience based on demographics, behavior, and preferences. This enables you to target specific customer segments with personalized marketing messages, improving engagement and conversion rates.

Instead of generic messaging, deliver content that aligns with individual preferences, leading to higher engagement and conversion rates. With AI-powered tools, you can generate personalized content, such as email campaigns, product recommendations, and social media posts.

AI-powered email marketing is another domain where small businesses can utilize AI to promote their products or services. Utilize AI in email marketing campaigns for personalized content, subject line optimization, and send-time optimization. You will improve open rates, click-through rates, and overall campaign effectiveness.

Reaching the right target audience through social media is possible through AI. Use AI tools to analyze social media data, identify trends, and automate social media posting schedules. Enhance your social media presence through better engagement with your target audience and gain insights for content strategy.

Reach your target audience using these AI-powered tools:

Google Ads or Facebook Ads - ensure your ads reach the right people at the right time.
Hootsuite or Sprout Social - AI-powered scheduling and publishing features.
Mailchimp or Klaviyo - personalize email campaigns based on customer behavior and preferences.

Making Smart Decisions: AI for Business Analytics

AI can play a crucial role in business analytics for small businesses, providing valuable insights, predicting trends, and facilitating data-driven decision-making. AI algorithms can process and clean large datasets, ensuring data accuracy and reliability. Small businesses will be able to eliminate errors and inconsistencies in their data.

If you want to forecast sales, utilize AI models to analyze historical sales data and predict future sales trends. Optimize inventory management, plan marketing campaigns, and allocate resources more efficiently based on accurate sales forecasts. Dynamic adjustment of pricing can be done easier using AI tools, allowing you to analyze market conditions, competitor pricing, and customer behavior. You can optimize pricing strategies in real-time to remain competitive and maximize revenue.

Apply AI algorithms to predict customer churn by analyzing historical data and identifying patterns. This will allow you to implement targeted retention strategies to reduce customer churn and enhance customer loyalty.

As for marketing data, AI provides small businesses with a distinct advantage in analyzing the performance of their advertisements and marketing efforts. For your website, AI helps analyze website traffic, user behavior, and engagement metrics. You can then optimize website performance, improve user experience, and enhance online marketing strategies based on actionable insights.

AI tools for small business analytics include:

Sisense - automatically identify patterns and trends in your data.
Looker - explore data interactively and discover hidden insights.
Qlik Sense - associative engine helps you discover hidden relationships in your data.

Embracing AI for Business Growth

Implementing these AI-driven strategies can contribute to the growth and sustainability of small businesses by improving efficiency, reducing costs, and enhancing the overall customer experience. For small businesses, it's important to assess specific business needs and choose AI applications that align with their goals.

AI can drive significant business growth for small businesses by providing them with tools and capabilities that were once exclusive to larger enterprises. In terms of maximizing opportunities to increase sales and lower costs, AI helps small businesses optimize their operation through data-driven decision-making. Whatever trends or changes in the industry, a small business can thrive by quickly adapting its processes using AI tools.

WSI encourages small businesses to be at the forefront of building scalable solutions that will transform the way they do business. An in-depth resource on artificial intelligence tools and processes helps small businesses make informed decisions on incorporating AI into their daily activities.

Overall, the strategic implementation of AI technologies can empower small businesses to be more competitive, efficient, and responsive to market changes, contributing significantly to sustained business growth.

Local SEO for Lawyers: The Ultimate Guide to Boost Your Law Firm Rankings

mishlei.inc@gmail.com (Kelly Biggs) — Tue, 02 Jan 2024 17:34:04 GMT

In today's digital age, now more than ever local SEO for attorneys is essential for any law practice. The legal landscape has shifted. Potential clients turn to the Internet for legal guidance . Instead of seeking recommendations from friends, family, or government authorities, prospecting clients head on to Google for local law firm options.

Does your website or Google Business Profile show up when they search? This is why local SEO for lawyers is a must to stay competitive.

Keep up with the evolving trends in digital marketing. It starts with understanding how local SEO for attorneys works. While local SEO focuses on visibility in map packs, it’s also worth considering how broader search behavior and organic SEO still play a role in how legal prospects evaluate firms.

Table of Contents

I. Why Is Local SEO Important for Lawyers?

II. Local Search for Law Firms

III. Local SEO Strategies for Lawyers

Claim and optimize Google Business Profile (GBP)
How do I show up in the Google Map Pack?
Citations: get listed in directories
Conduct extensive keyword search
Generate and add a local schema
Content marketing for local SEO

IV. Check What Other Law Firms Are Doing

V. Additional Tips for Local SEO Success

Why Is Local SEO Important for Lawyers?

Local search reigns supreme - 46% of all Google searches are local . This means that more people prefer Google as their go-to platform for finding lawyers. These statistics paint a clear picture: a strong local SEO strategy is no longer optional for lawyers and law firms. Local SEO for lawyers and law firms needs to be part of your marketing strategy. This will help you attract new clients, helping you stay ahead of the competition.

Getting leads is a lot easier when your website and Google Business Profile show up. It helps clients know that your legal practice exists. Thus, making it easier for them to reach out to you

Local Search for Law Firms

Imagine someone needing a lawyer for a DUI case. They'll likely search for something like " DUI attorney near me " or " best DUI lawyer in Atlanta ". Proximity search algorithms pick up on these location-specific keywords and aim to connect users with relevant businesses in their vicinity.

But SEO marketing for attorneys is different. Remember: people aren't merely searching for an item near them. They're not just looking for the nearest shop to buy food. They're looking for a law firm near them that they can trust.

What happens when they see that you have an empty profile on Google Maps? Clients are most likely to look for other law firms that have a more established online presence. That is what makes local SEO for lawyers a crucial strategy to implement in your practice. You'll come across as a more reputable law firm when your online presence is on point.

Local SEO Strategies for Lawyers

Local SEO is a game of visibility. 42% of local searches result in clicks on the Google 3-Pack. This means that a client is more likely to contact you once they see your profile in the Google Map Pack. But how can you make your legal practice appear there? Follow these six important steps:

1. Claim and optimize Google Business Profile(GBP)

This is a very important step when it comes to local SEO for law firms. You must own the Google Business Profile. Then optimize it - ensuring that clients see a complete profile with keywords, photos, and reviews. It adds credibility to your legal practice.

Your Google Business Profile (GBP) is crucial. Claim and verify your firm's profile on Google. Ensure all information (NAP - Name, Address, Phone number) is accurate and consistent across the web.
Shine with details. Upload high-quality photos of your office, team, and yourself. Add a detailed description of your practice areas and services offered.
Encourage Reviews. Positive client reviews are gold! Respond to all reviews, thanking satisfied clients and addressing any concerns professionally.
Update Regularly. Keep your profile fresh by posting updates, announcements, and special offers.

2. How do law firms show up in the Google Map Pack?

Google prioritizes businesses with a physical presence near the user's location. Optimize your website content and GBP with your city and surrounding areas mentioned naturally. This helps increase your chances of appearing in the coveted "Google Map Pack" - the top three business listings displayed on Google Maps and search results for location-based queries.

3. Citations: get listed in directories

Citations are online mentions of your law firm's NAP(Name, Address and Phone number) across various directories. Focus on high-quality legal directories like Avvo , Justia , and FindLaw . Additionally, consider local business directories and general directories like Yelp and Yellow Pages. Consistent NAP information across all listings is vital.

4. Conduct an extensive keyword search

Identify relevant keywords people use to search for legal services in your area. Combine practice areas with location (e.g., "Civil rights lawyers in Marietta") to target near by searches. Include your specific law practice, such as personal injury law, and target the city or state that you serve. Then, make sure that these keywords are embedded naturally in your Google Business Profile and website for local intent.

5. Generate and add a local schema for attorneys

Local business schema markup is like a special code you can add to your website to allow search engines, like Bing or Google, find important details about your business more easily. Information such as reviews, your firms locations, phone number, office hours are all embedded in this markup.

This markup language was created in 2011 by the major search engines, you can find templates and descriptions of the schemas at schema.org By providing this information in your markup you improve in appearing in the local packs and Google Maps. Properly defining your local business schema will increase your visibility and in turn attract more clients.

For lawyers, there is a specific local schema for attorneys that you can use. This will help indicate that your website provides legal services. The advantage of a local schema is the rich information displayed on Google when a user makes a query. It convinces clients that you're a law firm they can trust with their legal concerns.

6. Content marketing for local Attorney SEO

Create valuable and informative blog posts and website content addressing legal issues relevant to your local audience. Optimize content with local keywords while demonstrating expertise and thought leadership. This attracts organic traffic and establishes your firm's authority.

Check What Other Law Firms Are Doing

Analyze competitor websites for structure, content, and user experience. Look for their practice areas, target audience, and marketing strategies. Are their websites mobile-friendly? Do they offer informative blog content?

Another tip would be to use tools to help you analyze what keywords your competing legal firms are using - "Personal Injury Law Firms in Atlanta" You can also uncover what websites they're linking to. It gives you a glimpse of their marketing strategy that you can implement in your practice as well. Here are a few of them:

Moz or SEMrush - can offer basic insights into competitor website traffic and keyword rankings.
Ahrefs - website traffic, keyword rankings, backlinks, and content strategy.
Brandwatch or Sprout Social - allows you to monitor competitor brand mentions and track online conversations about their firm.

With the information you can gather, it will be easier to gain a competitive edge in your local market. However, don't engage in copying competitor content or unethical marketing practices. The best thing to do is to stay updated on legal marketing trends and competitor strategies. Then refine your marketing strategy. Focus on what applies to your legal practice.

Additional Tips for Local Lawyer SEO Success

Don't stop at the basics! For even greater local SEO success, implement the following:

Ensure your website is mobile-friendly
Prioritize user experience with clear calls to action
Regularly track your performance
Stay updated on SEO trends
Engage in partnerships
Leverage multimedia content
Consult with a marketing agency

The last tip is crucial. As a legal firm, marketing isn't your core focus as a business. Staying on top of local SEO activities while dealing with your clients can be time-consuming. So, why not make it easy? WSI Biggs has been helping lawyers capture their local market. With our full suite of local SEO marketing - from claiming your Google listing to optimizing keywords - your clients are one search away from trusting you for legal consultation.

Implement an effective local SEO strategy today. Contact us to help you in your local SEO marketing efforts for your legal practice.

'Tis the Season to Boost Your Holiday Sales: A Festive Digital Advertising Strategy

mishlei.inc@gmail.com (Kelly Biggs) — Sat, 25 Nov 2023 17:51:30 GMT

Gather around, merry marketers and business owners! The holiday season is just around the corner, how are you planning your digital campaigns in time for the most wonderful time of the year? Here, we're going to explore how you can ride the wave of increased consumer spending, turning shoppers into buyers of your products.

Jingle All the Way with Digital Marketing

Digital marketing brings that extra touch of magic as you can dazzle your audience with eye-catching visuals, vibrant videos, and sparkly online campaigns. It's like turning your marketing strategy into a dazzling holiday light display!

The digital precision that comes with the data you can collect through online marketing makes it easy for you to capture the shopping frenzy. You have a concrete basis on how to execute your marketing plans using data from internet marketing campaigns. This makes it easy for you to craft cost-effective campaigns that ensure better success at converting holiday shoppers.

Implementing a digital marketing campaign is especially beneficial for e-commerce stores. In the digital age, holiday shopping has become a preferred method of purchasing items and gifts. This makes web marketing effective in promoting your online store. Make sure your website is a cozy winter retreat with hassle-free navigation and enticing holiday deals.

Santa's Sleigh of Success:

Key Components of a Holiday Marketing Strategy

Let's dive into the winter wonderland of digital marketing and discover why it's Santa's sleigh of success during the holiday season!

1. Unwrap the Latest Trends in Holiday Advertising

Various marketing trends will help you promote your products during the festive holiday. Make the most out of these trends by incorporating the latest marketing trends. Try the magic of augmented reality (AR) for customers to virtually try on products - it's like having a holiday fitting room in the palm of their hand.

Another is to host shoppable live streams where viewers can click and buy in real time. As smart speakers and voice search become more popular, you can make your products or services easily discoverable through voice commands.

2. User Behavior: Naughty or Nice?

Santa knows who's been naughty or nice, and so should you! Understand your target audience, their preferences, and behaviors during the holiday season. This will help you capture highly converting shoppers based on their browsing or purchasing behavior.

With laser-focused targeting, you can reach the exact audience who's ready to jingle all the way to your products. Online marketing gives you the power of analytics, like Santa's little helpers guiding you through consumer behavior. Unwrap the gift of insights, analyze trends, and tailor your strategies accordingly.

3. Sleigh Ride to Success: The Power of SEO for Holiday Marketing

SEO can be your merry helper during the seasonal marketing extravaganza. You can incorporate festive keywords relevant to your products or services, allowing you to capture the jolly search queries that users are typing in during the holiday season.

Other additional SEO tactics to boost organic promotions include link building, rich snippets, mobile-friendly optimization, and page-speed optimization. Combining these SEO efforts will help more holiday shoppers find your products when they search.

4. Building a Snowflake-Worthy Digital Marketing Campaign

Traditional marketing can be a bit like riding in a one-horse open sleigh - slow and steady. But with digital marketing, you're on a rocket-powered sleigh, zooming through the marketing landscape with agility. Digital marketing fast-tracks your marketing efforts through the use of data and technology.

You'll have real-time campaigns, instant interactions, and the ability to adjust on the fly. The key here is to infuse every online touchpoint with a merry mood to cheer the shopper's holiday shopping experience.

5. Mapping Your Route: Planning and Executing Successful Holiday Promotions

Define what you want to achieve during the holiday season. Whether it's increasing sales, boosting brand awareness, or fostering customer engagement, having clear goals will guide your entire campaign.

Next is to plan your content in advance with a festive content calendar. Map out key dates, promotions, and themes. Then keep a close eye on the performance of your campaigns using analytics tools. Monitor key metrics, track conversions, and gather insights in real-time.

6. The North Star: Essential Elements of a Digital Marketing Strategy for the Holiday Season

Your digital marketing campaigns have to capture the holiday cheer - be it from the choice of words or graphics that you incorporate in your marketing collaterals.

Remember, the key to successful holiday campaigns is to infuse every element with the spirit of the season. Whether it's through festive visuals, heartwarming content, or limited-time offers, make sure your campaigns resonate with the joy and warmth of the holidays.

7. Social Media Media: Santa's Little Helpers for Holiday Marketing Efforts

Set the stage ablaze on social media platforms . Create visually stunning and shareable content. Think festive Facebook reels, dazzling Instagram stories, and eye-catching TikToks. Use social media as an opportunity to showcase your products.

You can also encourage user-generated content with holiday-themed challenges and hashtags. Social media is your digital holiday parade march in style!

8. Sleighing the Inbox: Maximizing Email Marketing for Holiday Campaigns

Craft holiday newsletters, share exclusive deals, and spread the holiday cheer directly into your audience's inboxes. It's like sending a cyber greeting card, making your brand a part of their holiday celebration.

Another is the use of interactive content to elevate your email campaign. Embed festive games, quizzes, or personalized product recommendations. Turn your emails into a holiday-themed journey that subscribers look forward to opening.

9. Paid Ads: Your Secret Santa for Holiday Advertising

Google Ads and Facebook Ads can boost your holiday advertising success. Choose the platforms where your audience is most active. Then make sure that you run cost-effective paid campaigns.

Whether it's Google Ads for search intent, Facebook and Instagram for social engagement, or other platforms like LinkedIn or Pinterest, pick the ones that align with your goals and audience.

10. Making Spirits Bright: Optimizing Your Digital Ads for the Holiday Shopping Season

Keep a close eye on the performance of your ads using analytics tools. Monitor key metrics such as click-through rates, conversion rates, and return on ad spend.

These data can help you make decisions on what to optimize with your campaigns. Be ready to make adjustments in real time based on the data you gather.

11. Tis the Season to Capture Attention: Tailoring Your Digital Ads for Holiday Shoppers

Infuse your ad copy and visuals with holiday magic. Use joyous language, incorporate holiday-themed imagery, and highlight special offers or promotions.

Personalizing your marketing campaigns is also one way to effectively capture holiday shoppers. Make your ads stand out in the holiday hustle and bustle.

12. Deck the Halls with Compelling Landing Pages for Holiday Marketing Campaigns

Designing compelling landing pages for the holiday season is like decorating a festive storefront to attract eager shoppers. Incorporate holiday colors, seasonal decorations, and joyful scenes to capture attention and set the mood.

Your headline should be the bow on top of your holiday package - captivating and jolly. Craft compelling copy that speaks directly to the season, emphasizing holiday themes, warmth, and joy.

13. Shining Bright: Increasing Your Ad's Exposure During the Holiday Season

Timing is everything during the holidays. Schedule your ads to appear when your audience is most active and likely to engage.

Consider peak shopping hours, weekends, and key dates. This will help you identify crucial hours on when to expose your ads, maximizing the budget you set.

14. 'Tis the Season for Savings: Maximizing Holiday Discounts and Promotions in Digital Campaigns

Holiday discounts and promotions drive more interest from the shoppers. It gives them a sense of FOMO or Fear Of Missing Out on your holiday deals.

Highlight limited-time offers, flash sales, or shipping deadlines to encourage users to act quickly. Urgency can drive more conversions during the holiday rush.

15. Reaching for the Stars: Targeting Your Audience with Strategic Holiday Advertising Tactics

Hit the bullseye with your audience targeting. For more personalized targeting, curate personalized gift guides based on customer preferences and behaviors. Make it easy for your audience to find the perfect gift for everyone on their list.

Another tip is don't just merely focus on the data. Instead, connect with your audience on an emotional level. This will make your brand a memorable part of their holiday narrative.

It’s Time To Maximize Your Holiday Sales

During the holidays, marketing your products can take a lot of work considering the intense competition from other glittering offers available to shoppers. You need to harness the power of festive storytelling and create captivating, visually appealing content that resonates with the holiday spirit.

Achieve jolly success during the holidays by trusting a reliable digital marketing firm to execute your campaigns. WSIBiggs can help you capture more holiday shoppers to flock around your e-commerce shop or online store, using effective digital marketing tips built for the holiday season.

The Comprehensive Guide to AI for Lawyers: Implementing AI Tools and Best Practices in the Legal Profession

mishlei.inc@gmail.com (Kelly Biggs) — Thu, 21 Sep 2023 23:37:04 GMT

Introduction to the Lawyer's Guide to Artificial Intelligence

As a lawyer, you're constantly seeking ways to stay ahead of the curve and provide the best possible service to your clients. One way to do that is by embracing the power of artificial intelligence (AI) in your practice. But with so much hype and jargon surrounding the topic, it can be intimidating to know where to start.

That's where The Lawyer's Guide to Artificial Intelligence comes in. Our comprehensive resource is designed to help you get up to speed on the latest AI tools and best practices in the legal industry so you can leverage this powerful technology to enhance your practice and provide better outcomes for your clients.

What is AI and machine learning?

According to Demis Hassabis, CEO of Deep Mind , AI is the science of making machines smarter. Machine Learning falls under a bigger umbrella of artificial intelligence. It focuses on training machines to learn from data and make predictions or decisions without explicit programming.

In the legal context, machine learning plays a significant role in enhancing various aspects of legal processes. It involves developing algorithms that can automatically analyze and interpret vast amounts of legal data, such as contracts, statutes, and case laws.

By leveraging these tools, legal professionals can extract valuable insights from these data sources, identify patterns, and discover relevant information that may have otherwise remained hidden. Legal professionals can position themselves as leaders in their field and provide better outcomes for their clients by learning more and staying current on the tools in this space.

Benefits of Embracing AI for Lawyers

Incorporating AI into your legal practice can offer a range of benefits. Here are just a few ways that AI technologies can enable lawyers to work more efficiently, effectively, and accurately:

Enhancing Document Management with the use of AI

AI-powered document management tools can easily categorize, search, and track complex documents, saving time and improving accuracy.

Improving Legal Research and Analysis

AI can analyze legal data, identify patterns, and make better-informed decisions. This can be particularly useful when conducting legal research, as it can streamline the process and help lawyers find the information they need more quickly.

Streamlining Legal work with Contract Analysis

These tools can assist in analyzing and reviewing contracts more quickly and accurately, flagging potential issues and inconsistencies that might otherwise be missed.

Improving Client Relations with AI Chatbots

AI-powered chatbots provide better customer service to their clients by answering common questions and providing basic legal advice 24/7.

Efficient Due Diligence and eDiscovery Processes

AI-powered due diligence and eDiscovery tools assist lawyers in sorting through large volumes of data quickly and accurately, saving time and improving the accuracy of their analysis.

Automated Drafting and Editing of Legal Documents

AI can automate the process of drafting and editing documents, saving time and reducing the risk of errors.

Optimizing Internal Processes with AI Solutions

AI-powered solutions can optimize internal processes such as time tracking, billing, and project management, allowing lawyers to focus on what they do best: applying their expert human intelligence to complex legal challenges.

AI Tools for Lawyers

How to begin using AI in your legal processes

When starting the journey of incorporating Artificial Intelligence (AI) into your firm, it is crucial to follow a systematic approach. To help you get started, we have outlined a few essential steps that will pave the way towards successful implementation.

By diligently following these steps, you can ensure a seamless integration of AI systems into your legal operations.

The first step is to identify your specific need. Take the time to thoroughly assess your current processes and pinpoint areas where AI can make a transformative impact. Whether it's automating mundane legal tasks, improving document review efficiency, or enhancing contract management, clearly defining your objectives will guide your AI adoption journey.
Vet at least one alternative solution. Research and evaluate different AI providers or platforms available in the market. Consider factors such as the company's reputation, experience, and expertise in the legal field. Look for solutions that align with your requirements and offer comprehensive features tailored to legal workflows.
Security should be a top priority during AI implementation. Ensure that any solution you consider meets stringent data protection standards and complies with relevant privacy regulations. Verify the provider's security protocols, encryption methods, and data storage practices to safeguard your sensitive legal information. Engaging with providers with a proven track record of prioritizing data security is advisable.
Assessing how well it integrates with your existing software ecosystem is crucial. Compatibility with your current tools and systems ensures a smooth transition and avoids unnecessary disruptions. Evaluate its integration capabilities, checking for seamless interoperability with your case management software, document management systems, or any other tools critical to your legal operations.
Checking reviews and testimonials from existing customers can provide valuable information about the functionality, reliability, and overall user satisfaction. Analyze the experiences of legal professionals who have already implemented the AI software and ascertain if it aligns with your firm's unique requirements.

Conclusion: Embracing AI-Powered Tools for Enhanced Legal Services

AI-powered tools have the potential to streamline and enhance your legal practice significantly. From contract analysis and review to document drafting and virtual support, these tools can help you work more efficiently and effectively, saving you time and reducing errors. The future of AI in the legal industry is bright, and by embracing this technology, you position yourself as a leader and provide the best possible service to your clients.

To learn more on how we are helping our clients navigate and fully leverage AI technology feel free to contact us or call at (404) 682-2991

Stop Wasting Money! Discover the Real Reasons Your PPC Campaigns Aren't Working

mishlei.inc@gmail.com (Kelly Biggs) — Sat, 05 Aug 2023 17:56:12 GMT

Useful tips to improve your PPC campaign and stop burning cash.

Do you want your PPC ( pay-per-click ) campaigns to deliver the desired results? Don't worry; you're not alone. Many businesses need help to succeed with their PPC campaigns for various reasons. In this blog post, we'll explore the common factors that may be hindering the effectiveness of your PPC campaigns and provide some solutions to help you turn things around. So, let's dive in and uncover why your PPC campaigns aren't working and how to fix them.

1. Is your target too broad?

When it comes to PPC campaigns, targeting is crucial for reaching the right audience. If your targeting is too broad, you may be wasting your budget on irrelevant clicks. Review your campaign settings and consider narrowing down your target audience by demographics, interests, and behavior to ensure your ads are shown to the most relevant users.

2. Are your keywords too generic?

Keywords play a vital role in PPC campaigns. If your keywords are too generic or broad, you may be competing with numerous advertisers and struggling to capture the attention of your target audience. Conduct thorough keyword research to identify long-tail keywords that are more specific and have higher intent. This will help you attract qualified leads and improve the overall performance of your campaigns.

3. Are you neglecting negative keywords?

Negative keywords are equally important as positive keywords in PPC campaigns. They allow you to exclude specific search terms irrelevant to your business, ensuring your ads are shown to the right audience. Review your search term reports regularly and add negative keywords to prevent your ads from appearing in irrelevant searches.

4. Is your ad copy compelling?

Your ad copy plays a significant role in attracting clicks and driving conversions. If your ad copy is generic, unappealing, or lacks a clear call-to-action, users may not be motivated to click on your ads. Craft compelling ad copy that highlights the unique selling points of your products or services. Use persuasive language, include relevant keywords, and create a sense of urgency to entice users to click.

5. Are you optimizing your landing pages?

Your PPC campaigns may drive traffic to your website, but you may lose potential customers if your landing pages are not optimized for conversions. Ensure that your landing pages are visually appealing, load quickly, and have a clear and easy-to-use layout. Create compelling and relevant content that aligns with your ad copy and provides users with the information they seek. Include clear call-to-action buttons to guide users toward the next step.

6. Are you too focused on your product or service?

Your clients have specific needs. They are coming to you to see if you can fix their problem. Many brands focus too much on themselves rather than what specific problems they help their clients address. Spending time talking about your brand and all the bells of whistles of your product or service might be costing you business.

In summary, there are several reasons why your PPC campaigns may not be delivering the desired results. You can significantly improve your PPC campaigns' effectiveness by considering factors such as targeting, negative keywords, ad copy, and landing page optimization. Regularly monitor and analyze the performance of your campaigns, make data-driven optimizations, and don't be afraid to experiment and test different strategies. With a strategic approach and consistent effort, you can turn your underperforming PPC campaigns into successful revenue drivers for your business.

30 Social Media Post Ideas for Lawyers

mishlei.inc@gmail.com (Kelly Biggs) — Tue, 25 Apr 2023 17:45:17 GMT

Build your firm's brand with 30 Engaging Social Media Posts

Social media can be a powerful tool for lawyers to connect with their audience and establish a solid online presence. However, engaging content ideas can be challenging, especially when legal restrictions exist.

In this blog post, we've compiled 30 social media post ideas that lawyers can use to connect with their followers while taking legal restrictions into consideration. From individual posts to educational content, we've got you covered with various ideas to help you create engaging social media content that resonates with your audience. So, let's dive in!

1. Personal Post About you as the owner

People buy/work with people they know, like, and trust. Don't be afraid to post about things you enjoy outside of being a lawyer. Doing so provides some insight into who you are and can establish points of common interest between you and your potential clients.

2. Share helpful tips/advice on general issues

Lawyers are experts in their field, and sharing helpful tips or advice on common legal issues can establish trust with potential clients. For example, if you specialize in family law, you could share tips on navigating divorce proceedings or child custody issues.

3. Create polls. Polls drive online engagement

Consider asking your followers simple questions related to legal issues or current events to get them involved and create a sense of community. For example, you could ask a question like, "If you could change one thing about the legal system, what would it be?"

This question is thought-provoking and open-ended, which can encourage followers to share their opinions and engage in a conversation about the legal system. It can also give you valuable insights into their audience's concerns and priorities when it comes to the legal system. Additionally, by responding to comments and fostering discussion, you can build relationships with your followers and position yourself as a thought leader in your field.

4. Share breaking news

Post about legal news or recent cases. Keeping your followers informed about current legal events shows your expertise and keeps them up to date with relevant information.

5. Monthly themes

Monthly themes(e.g., Black History Month, Breast Cancer Awareness Month). When you post on these topics, do so in a manner that expresses your firm's point of view. You will want to be authentic and empathetic to those affected by these issues. For example, if your firm specializes in employment discrimination, you could take the opportunity to share information about Black History Month and the need for equal opportunities in the workplace for all races.

6. Holiday post

Wishing season greetings is an excellent way to post and show that your firm is not just a business but a group of people who care about their clients and community. You can also use holidays to tie in legal themes, such as reminding followers to drink responsibly on New Year's Eve or posting about personal injury risks during holiday travel.

7. Client Testimonials

Client testimonials are a powerful tool for building trust with potential clients. Sharing positive feedback from previous clients can help potential clients feel more confident in choosing your services. Ask satisfied clients if they would be willing to provide a testimonial and make sure to get their permission before sharing it on your website or social media. Be sure to stay compliant with any ethical rules or regulations that may apply to client testimonials in your jurisdiction.

8. Themed blog post

A themed blog post is a type of blog post that centers around a specific topic or theme. Themed blog posts are a great way to keep your content fresh and engaging, and they can help you connect with your audience on a more personal level. By tying your blog post to a specific theme, you can create a cohesive narrative that draws readers in and keeps them engaged.

For example, your theme might be "Understanding Car Accident Claims." This theme could include blog posts on topics such as "What to Do After a Car Accident," "Common Car Accident Injuries and Their Treatment."

Themed blog posts can help you establish your brand voice and build credibility in your field by showcasing your knowledge and expertise on a particular topic. They can be a valuable addition to your content marketing strategy and help you stand out from the crowd.

9. Recurring weekday themes

Another great way to keep your blog fresh and engaging is by creating recurring weekday themes. This means that each day of the week has a specific theme your blog post revolves around. Not only does this bring structure to your content calendar, but it also helps your audience know what to expect from your blog.

Here are some examples of recurring weekday themes:

Tips Tuesday: Offer helpful tips and tricks | Legal Lore (little known facts about the legal profession) |Trademark Tuesday – sharing tips or how to avoid pitfalls.

10. Picture of you and your team

Post a picture of you and your team entering a courthouse. Doing so gives your client insight into what you do and how you work. It also helps to establish a more personal connection with your readers, which can build trust and rapport with them. Make sure that the photo is high quality and professional-looking. Caption it briefly, explaining what you are doing and why it is essential.

11. Share industry news and updates

Share industry news or updates on your practice area and offer your insights or opinions. One effective way to establish yourself as a thought leader in your industry is by sharing industry news and submitting your insights or opinions on them. This keeps your audience informed and showcases your expertise and knowledge in the field.

To do this effectively, keep up with the latest news and updates in your practice area. Follow relevant blogs, news outlets, and social media accounts to stay updated. Once you come across news pertinent to your audience, share it on your preferred social media platform.

12. FAQs

Create posts that answer frequently asked questions about your practice area or legal topics. If your existing clients have questions, they are more likely to ask the same questions that potential clients may have.

Creating blog posts that answer frequently asked questions can help potential clients find the information they need and establish your law firm as a trusted authority in your field. Take note of the most commonly asked questions and start crafting content around them. Keep your language simple, clear, and concise, making it easy for readers to understand.

When answering legal questions, be careful not to provide legal advice or opinion that could lead to misinterpretation. Instead, offer general insights into common legal issues and direct readers to other resources.

13. Educational or informative content

Share educational or informative content about various legal topics, such as articles, blog posts, or videos. Educating your audience on various legal issues related to your practice area is important. This can be done through informative blog posts, articles, videos, or other ty pes of content that offer valuable insights and advice.

When creating educational content, keep your target audience in mind. Ensure that the language and tone are appropriate for their level of understanding without compromising the legal accuracy of your content. You can also create content that overviews common legal processes or procedures.

14. Engagements

Post about participating in legal seminars, webinars, or speaking engagements. Doing so will demonstrate your expertise and commitment to staying up to date on the latest developments in your field. This can help build credibility and trust with potential clients seeking a knowledgeable and experienced attorney.

When sharing about these events, be sure to highlight the key takeaways or topics discussed. You can also provide additional resources, such as links to relevant blog posts or articles, to help readers learn more.

15. Legal Resources and tools

Highlight legal resources or tools that can be useful for your clients. Many online resources and tools can help your clients better understand legal terminology and procedures. Sharing these resources with your audience can be incredibly helpful, showing that you care about their needs beyond just providing legal services.

One great resource to highlight is your state bar association's website, which often offers a wealth of information about specific areas of law, as well as directories of local attorneys. You can also share links to legal dictionaries or online calculators that can assist with estimating child support or calculating alimony payments.

16. Post Legal Cases

Post about legal cases that have made national news and offer your perspective on the implications. Sharing your knowledge and insights on high-profile cases in the news can be a great way to showcase your expertise and demonstrate your ability to analyze legal trends.

When writing about these cases, staying objective and avoiding taking sides is important, but offering your perspective on the implications of a particular ruling or legal development is a great way to engage with your audience and demonstrate thought leadership.

17. Hobbies

Post about your favorite hobby. People buy from people they know, like, and trust. You may share a common interest with a potential new client and sharing something you love may attract them to you. It could also serve as a great icebreaker.

18. Testimonials

Share testimonials from other professionals in your network or referral partners. One of the most powerful marketing tools for any business is word-of-mouth recommendations. As a legal professional, you may have worked with other professionals in your network, such as financial advisors or real estate agents, who can offer valuable insights into your services and expertise.

Sharing testimonials from these individuals on your social media channels can help to build your credibility and reputation. Prospective clients are more likely to trust the opinion of someone they know and respect, so highlighting these positive relationships can make a big difference in winning over new clients.

19. Celebrate Your Wins

Create posts that celebrate your firm's milestones or accomplishments. Your law firm has likely achieved various milestones, such as winning a significant case or expanding to a new location. These accomplishments can be great opportunities to share your success with your followers and celebrate your hard work. Creating posts highlighting these milestones can help showcase your firm's expertise and dedication to providing quality legal services.

20. Inspirational Quote

Share an inspirational quote related to the legal profession or being a business owner. Social media is about marketing your services and providing inspiration and motivation to your followers.

Sharing an inspirational quote related to the legal profession or being a business owner can help inspire your followers and demonstrate your passion for what you do. You can share quotes from famous legal figures or business owners or even write your own quote that reflects your values and beliefs as a legal professional. These posts can help establish a connection with your followers and show that you are more than just a service.

21. Educational or informative content

Post about a community event or charity your firm supports. Sharing posts about community events or charities your firm supports showcases your philanthropic efforts and helps your followers see the personal side of your firm. This can help build trust and reinforce the idea that you care about more than just profit.

Consider sharing pictures thanking volunteers or participants and explaining why the cause is essential to your firm. You could also encourage others to get involved.

22. Legal Articles

Share a blog post or article you wrote about a legal topic. Doing so positions you and your firm as legal experts and helps educate your followers on important legal topics. Sharing a blog post or article provides valuable information and showcases your firm's knowledge and expertise.

23. Video

Create a video explaining a complex legal concept or process. Creating a video can be a great way to engage with your followers and help them understand complex concepts. By breaking down the topic into easy-to-understand terms and providing real-life examples, you can make the information more accessible and increase the likelihood of your followers retaining the information. Be sure to keep the video short and to the point and consider adding captions or graphics to reinforce your message.

24. Memes

Share a legal meme or humorous content related to the legal profession. Although the legal profession is serious business, it doesn't mean you can't have a little fun now and then! Sharing legal memes or humorous content related to the industry can help lighten the mood and connect with your followers on a more personal level. Not only does it show that you have a sense of humor, but it also helps break down barriers and make your firm more approachable. Just be sure to keep the content appropriate and in good taste.

25. Firm Highlights

Highlight a recent case or legal victory from your firm. Sharing your firm's successes is a great way to showcase your expertise and build trust with your followers. Highlighting a recent case or legal victory can demonstrate the quality of work your firm provides and give potential clients a glimpse into what sets you apart from the competition. However, be sure to comply with marketing practices laid out by the state bar association and avoid making any misleading claims or promises.

26. Highlight Team Members

Highlight a member of your team and their unique skills or background. Introducing your team members to your followers can help humanize your firm and showcase your diversity and expertise. Emphasizing a team member's exceptional abilities or distinct background can foster a personal connection with prospective clients. Suppose your team comprises an individual fluent in various languages; their proficiency might prove valuable to clients seeking legal services in diverse lingos.

Alternatively, if someone on your team has industry-specific skills or knowledge about a specific lawsuit type, highlighting their prowess might help showcase your firm's expertise and extensive range.

27. Guest Posts

Share a guest post or article written by someone in your network. Sharing a guest post or article from someone in your network is an excellent way to collaborate and build relationships. It also provides valuable content for your followers that can help bolster your reputation as a thought leader in the legal industry. Be sure to vet the post or article carefully and ensure it aligns with your firm's values and messaging. You can also add your own commentary or insight to the post to add value to your followers.

28. Mission Statements

Create a post highlighting your firm's values or mission statement. Sharing your firm's values or mission statement can help establish your brand identity and attract clients who align with your beliefs. It also provides a framework for your team to operate within, keeping everyone on the same page and working towards a common goal. Consider creating a post highlighting your firm's values or mission statement, explaining why they are essential to your practice and how they guide your work. This can help foster a sense of trust between you and prospective clients who share similar values.

29. Infographics

Share an infographic or visual representation of a legal concept or process. Infographics and visual representations of legal concepts or techniques can be powerful tools for engaging your audience and making complex information more accessible. Consider creating or sharing an infographic that breaks down a legal process, such as filing a lawsuit or the steps in a criminal trial. This can help educate your followers and potential clients while showcasing your expertise in the legal field.

30. Helpful Content

Offer helpful content to your followers. The legal industry can be overwhelming and confusing for many people, so as a law firm, it's important to offer helpful content that simplifies complicated concepts and provides value to your followers. When you offer helpful content, you position yourself as a trusted resource in your field and can attract potential clients seeking information and guidance.

Here are some examples of providing helpful content to potential or existing clients. If you are a personal injury lawyer might offer "A Comprehensive Guide: What to Do After a Car Accident" or "10 Questions to Ask a Personal Injury Lawyer before hiring them.
Your goal is to serve your clients and provide them with the best possible outcome for their legal matters. However, building relationships with clients starts with building trust - and this can be done through consistently engaging with your followers on social media with content that showcases your expertise and values.

In this blog post, we've outlined some compelling social marketing posts that law firms can employ to attract and engage potential clients. By implementing these strategies, you can establish yourself as a trusted resource in your field and position your firm as a go-to solution for legal matters.

PPC for Attorneys - Is it right for your firm?

mishlei.inc@gmail.com (Kelly Biggs) — Wed, 22 Feb 2023 16:24:21 GMT

Are you looking for a marketing strategy to increase visibility and acquire new clients for your law firm? Pay-per-click (PPC) advertising may be the right choice for you. PPC is a type of online advertising that places ads on Google.

Many law firms struggle with deciding whether they want to use Google ads or leverage an organic strategy to get to the first page of Google. The answer varies depending on your goals, budget, and competitors. Regardless of your choice, the ultimate goal is to get to the first page of Google.

Google dominates the search engine market share. 91.9% of online searches begin on Google (GS Statcounter, 2022). So, if you want your in-market prospects to find you, it is imperative to work on a strategy that gets you to the first page of Google.

The big picture: Consider how your potential clients search for lawyers online. They start with their issue and scroll through the results that Google delivers, also called SERP (Search Engine Results Pages). And here's the thing, 9 out of 10 will not scroll past the first page (Searchengineland, 2018). So, your main objective is to get to the first page of Google. There are a few ways that you can get there.

PPC Google Ads for lawyers

As the legal industry continues to evolve, attorneys must stay up-to-date on the latest marketing strategies to maximize leads and reach potential clients. Pay-per-click (PPC) advertising is an effective way for attorneys to reach a larger audience and gain more visibility. The process involves purchasing ads on search engines like Google or Bing and social media platforms like Meta Ads.

When properly executed, PPC campaigns can successfully drive traffic to your website and generate more leads. However, the keyword " lawyer " is one of the most expensive. So, if you go this route, you will want to explore keyword phrases and other terms that may not be as obvious and are cheaper. You'll also want to include retargeting as a part of your strategy, as this lowers the overall cost of your ad campaign.

LSA Google Ads for lawyers

Local Service Ads ( LSAs ) are an innovative form of Pay-Per-Click (PPC) advertising from Google Ads. They have been gaining popularity among attorneys, as they offer unique advantages to those in the legal profession.

For starters, LSAs are cost-effective and easy to manage. Attorneys can set a maximum budget per job and only pay when someone engages with their advertisement. The bidding process is also simplified, as Google automatically selects the most competitive bidders and sets bids at the lowest price needed to keep the ad running.

This eliminates guesswork and allows attorneys to focus more on delivering quality service than managing complex PPC campaigns.

Second, LSAs provide higher visibility for legal professionals in their local markets than other advertising forms. Local Service Ads appear in the "zero position,” that’s the position ABOVE PPC ads.

Finally, with LSA ads, you only pay when a prospect calls you for the types of leads you have chosen.

SEO - Search Engine Optimization for Lawyers

SEO involves optimizing a website or other online content with keywords that are relevant to the services or products being offered, as well as other strategies designed to make it easier for potential customers to find them on search engine pages such as Google or Bing.

SEO can help attorneys reach potential clients more effectively than PPC because they don’t have to pay each time someone clicks on an ad.

SEO also has the advantage of increasing credibility since organic results are generally seen as more trustworthy than paid advertisements.

In fact, many site visitors will scroll right past paid advertisements and take a look at the organic results.

Meta Ads for attorneys

Meta Ads have become an increasingly popular way for attorneys to promote their services and reach potential clients. Not only are they an effective form of paid advertising, but they can be an excellent choice for attorneys with smaller budgets who may not have the funds to invest in large-scale marketing campaigns such as billboards or TV commercials.

Attorneys can create tailored Meta ad campaigns focusing on their target audience and meeting their specific goals. Whether it is increasing brand awareness or driving website visits, Meta ads can deliver high-quality leads at a fraction of what you would expect to pay for traditional media campaigns.

With detailed analytics available, attorneys can track their ads' performance and make adjustments if desired. Additionally, Meta Ads can be scaled up or down depending on budget size, something that is not possible with larger marketing initiatives such as printed advertisements or radio spots.

The bottom line is that determining which marketing tool is right for your firm depends on your goals and budget. Before you select the tactic, align your goals with the cost of the strategy. That way, you’ll ensure you’re using the most efficient method to get the desired results.

In conclusion, Pay-Per-Click advertising is a dynamic and results-driven tool that can significantly strengthen the digital marketing efforts of lawyers. By effectively leveraging the power of PPC, legal professionals can attract a targeted audience, maximize their online presence, and expand their client base. PPC can be used as an integral part of your marketing strategy to stay ahead of a highly competitive legal landscape.

We at WSI Biggs Digital work with our client's to implement the right strategy based on their goals and objectives for their practice. To learn more about our services feel to give us a call (404) 682-2991.

Repurposing Your Content To Maximize SEO

mishlei.inc@gmail.com (Kelly Biggs) — Mon, 02 Jan 2023 19:41:46 GMT

It’s a New Year and now you are tasked with creating new content for your business.

This task may seem overwhelming. Pause and take a deep breath and look in a place that might seem less obvious to start your process. Repurpose last year’s content.

Begin by reviewing your long-form content. Your long-form content is where you and your team probably placed a great deal of resources. So, make the best use of that content. You’ll want to ask the following questions:

1. Is the content still relevant? If the answer is no, you can update the material – be sure and place a new date on the content – a standard practice is to put “updated on” in the blog description. If you find that you need to do a complete re-write, use the same template to create the new content. You may want to retitle it “Important changes that you need to know” or something equally provocative to raise your reader’s interest.

2. Are there sub-topics that you can explore for your long form content? Perhaps the content is still great, but you need to add a couple of sub-topics. You can either add the topic within the existing content or create a short form blog and point it back to the existing article using internal links. Internal links are great for you SEO , they help Google understand your website and as a result, it improves your overall ranking.

3. Are you using the right keywords? You will want to make sure that the keywords you used in your previous content are the keywords that your clients and prospects are using today. One of the more significant changes Google made last year was in August and upgraded again in December the update is called “ Google Helpful Content ”. In short you want to make sure that you are leading your content with a people-first mentality.

Gone are the days of keyword stuffing. One way to do this is to use tools that enable you to see exactly what users type into the search engine when they are looking for content. Here are a couple of our favorite resources: Answer Socrates and Answer The Public . These tools allow you to understand what questions people are asking. You can use this information to tweak and update your long-form content.

Another way to repurpose your content is to think about different ways in which you can use the content. Here are some effective ways to repurpose your content.

Create a video. If a picture paints a thousand words, how many words does a video create? The exact number is hard to say, but I think we can agree that it’s more than a thousand. The way people consume information has changed over the past few years. With the rise of YouTube, TikTok, and Instagram, they don’t seem to be going away any time soon. Embrace the change. Review your existing blogs and website pages and see if there is an opportunity to create video content.

Create a text video. Video increases engagement. Text video is a great way to take key points of existing content and convert it into a video. One of our favorite platforms for creating text videos is Canva .

Look at your recent reviews posted from your customers. Reach out to them and ask if they are willing to talk about their experience in front of the camera. Hearing about your services directly from your customers goes a long way to building trust. Not only that, but potential clients can also get an idea of what it would be like to work with you.

Invest in a founder’s video. Everyone loves a story and one of the things that makes your brand unique is how it was built. A founder’s video is a great way to do it. You should also use content that is already on your website and reinforce the existing messages.

Leverage exiting content to create social media posts. Social media is best leveraged when you are driving traffic to your website. Do you have something you want your social media to see on your website? Create a post that directs traffic to the page you want your audience to visit.

Look at the analytics to determine which content is gaining the most traction. Once you determine that you can create multiple forms of content like infographics, ebooks, or guides. Depending on the traffic volume, this may be content in which potential clients are willing to sign up for a newsletter to learn more. If you are creating content, you should be measuring engagement so that you can provide the best content to your followers.

Leverage these tips to recreate meaningful content to your readers. Content marketing is a critical aspect of SEO, so make the most of your existing content by repurposing it.

The Ultimate Guide to Holiday SEO

mishlei.inc@gmail.com (Kelly Biggs) — Sun, 11 Dec 2022 17:27:23 GMT

Holiday Season

As the holiday season approaches, it's time to start thinking about festive cheer and quality family time. But for businesses and entrepreneurs, this is also a great opportunity to do some effective SEO marketing.

The holiday season presents a unique chance to reach out to customers in an exciting new way and really make an impact. With the right strategies and tactics in place, you can reach more potential customers, boost your brand visibility and start off the new year with a bang.

If you're wondering how to get started or where to focus your energy, this guide will help you make the most of your holiday marketing efforts.

1: Create a Holiday Landing Page

Your website is your company's storefront, and you need to look your best when holidays roll around. One easy way is by creating a holiday landing page.

Your website's page will be the first point of contact for holiday visitors, so it's important to make an excellent first impression. To create a holiday landing page that successfully captures a visitor's attention.

You should consider your audience, and their dynamics, when designing your holiday landing page.

You can also use this page to provide a preview of your seasonal offerings or online stores.

Also, special promotions or deals may be offered to visitors for signing up to your email list or making a purchase during the holiday season.

2: Make Sure Your Site is Secure

It's essential to maintain your Web site safe and secure during the holidays. Sadly, there are many unscrupulous players on the Internet who will attempt to scam unsuspecting victims.

Many potential customers will be cautious of when they get to your site. Especially if they're unacquainted with your brand name.

To increase the security of your website and data, be sure to use HTTPS on your site. HTTPS is an SSL protocol that encrypts website traffic. SSL can use the stability and security of your site and security of your data in tandem.

3: Get Backlinks During the Holiday Season

One of the best ways to improve your site's ranking is by getting backlinks. Backlinks are links from other websites that point to your site.

They can help improve your site's visibility in search engines and can also help you build credibility and authority in your industry. This is a great way to attract new customers, as well as encourage current customers to recommend your business to their friends and family.

There are lots of ways to get backlinks during the holiday season. You can reach out to blog owners or other online influencers who might be interested in promoting your content, or you could offer them free products or services in return for a link.

You could also run ads targeting people looking for holiday gifts or create an interactive Christmas campaign.

4: Leverage Google Business Profile for Maximum Visibility

Google Business Profile is a great resource for businesses of every size. It provides you with the ability to manage your business information, add pictures, set events, and more.

One of the great things about Google Business Profile is that it's integrated with Google Ads. This means you can easily address potential customers with ads and measure the impact that it has on traffic to your site.

Adding a holiday cheer to your online presence is a good idea if you are hoping to increase your customer base.

You can achieve this by posting holiday pictures on your Google Business Profile company page, you can also leverage this platform by producing special offers for visitors to your website.

5: Use Social Media to Drive Traffic to Your Site

During the holiday season, social media is a great way to reach more potential customers. Not only do you have more visibility, but you can also tap into the vast pool of holiday-themed content that's out there.

You could share your company's holiday message on your company's Facebook page, or post festive pictures and videos on your Twitter and Instagram accounts.

You could even create a Christmas blog post to drive traffic to your website.

6: Target your existing customers with email marketing

Email marketing is a great way to reach out to your existing customers and encourage them to come back to your site. It is an extremely cost-effective way for businesses of all sizes to communicate with their customer base, build relationships and drive more sales.

Utilizing email automation can take any email marketing campaign from average to extra-ordinary.

With email automation, you can easily create campaigns tailored specifically for each of your customers. For example, you could send out holiday-themed emails that highlight current or past products or services or remind them of upcoming events like sales or promotions.

Automation tools also allow you to track customer engagement so that you can better understand their interests and provide them with relevant content in the future.

By providing useful information such as discounts or special offers, customers are more likely to visit your website again.

7: Install Google Analytics

Digital marketing campaigns are an excellent way to reach and measure your ROI. Taking advantage of this opportunity can be incredibly beneficial for businesses.

With the help of Google Analytics, you can easily track the progress of your digital marketing campaign and measure its success.

Google Analytics is a powerful, free tool that allows marketers to understand how effective their campaigns are at driving conversions and engagement.

This tool also helps marketers identify areas where improvements need to be made in order to better reach their target audience. This data can then be used to make informed decisions about the structure and content of future campaigns.

In July 2023 Universal Analytics will sunset and its replacement is GA4. You will want to make sure that both are installed during the current holiday season.

Conclusion

Having a successful holiday season online is achievable. By following these simple steps, your business can capitalize on the holiday season.

With the right strategy, your business will be well positioned for a profitable and enjoyable end-of-year period. In addition, you will set up your business for success in the New Year.

Diversity And Inclusion In Digital Marketing

mishlei.inc@gmail.com (Kelly Biggs) — Mon, 28 Nov 2022 05:10:12 GMT

Diversity and Inclusion in Digital Marketing

For a brand’s digital presence to be successful, it must reflect the inclusive values of the company and those it serves. A digital presence that respects diversity and inclusion can significantly affect how users, customers, and visitors experience your website.

The importance of diversity and inclusion in digital marketing cannot be understated. It plays a significant role in creating an engaging and brand-friendly online experience that attracts and retains customers. This blog answers why diversity and inclusion in marketing matters, and how you can incorporate D&I into your digital marketing strategy to strengthen your brand.

Diversity and Inclusion(D&I): Why it matters

Diversity and inclusion in marketing is of utmost importance to ensure a broader representation of groups and individuals in society. The ability to reflect the diversity of target audiences within advertising campaigns promotes an equitable, fair, and inclusive approach that can be beneficial for businesses.

Additionally, it allows marketers to connect with populations from diverse backgrounds and create meaningful dialogue by understanding their unique needs, wants, and preferences.

Keep in mind, consumers can be fickle. And if they find your brand to be inconsistent with their values, you run the risk of them switching to a competitor.

Here's how you can incorporate diversity and inclusion in your digital marketing strategies.

Target Diverse Audience

Just about any digital marketing strategist would suggest that the best way to raise awareness of diversity is to include it in every type of content you use. Ensure you include a diverse mix of genders, ethnicities, sexual orientations, and body types in visual content (website photos, social media pictures/videos) and ads.

Doing so will enable you to target people they might not have targeted before, increasing the scope of reaching a broader audience and expanding your digital marketing efforts.

Create Content Relevant to Everyone

The ability to create content that resonates with everyone can be challenging but not impossible.

You need to create a message that goes pretty well with your target audience, but it should also not make other people feel that it is not meant for them.

Creating content that attracts everyone’s interest helps reach more audiences and boost potential customers' inflow.

Use Inclusive Language

Since language is transmitted through words, paying attention to the language you use in your content is essential. Avoid using generic “he” and “his” and other languages that exclude people as much as possible.

You can also include specific examples, such as pronouns, to reflect the diversity of your workforce more accurately. By actively including everyone, you set an inclusive tone throughout your content.

Ensure diverse representation on your team

People are more likely to identify with and trust a company with a diverse team behind its products and services. When you present diverse team members in your marketing content, it showcases the authentic nature of your company, sending a strong message to the audience.

Be mindful of ad placement

Discovery is a great way to build a loyal audience by placing ads that might spark curiosity and encourage viewers to learn more. However, placement is critical. It’s best to avoid placing ads next to content that might spark an adverse reaction, such as videos of police brutality or videos featuring general hate speech.

Speak About Important Topics

It is crucial to talk about important topics in a timely manner. You will also want to have well-thought-out statements on issues that matter to the public. For instance, feel free to share your opinion on social issues that affect your city, state, or country.

Furthermore, it is essential to showcase people from different backgrounds in your content. This way, you will be showing your commitment to diversity and inclusion. Virtually all consumers want to see inclusive content showcasing people from different ethnicities, races, genders, and sexual orientations.

Gain More Insights

You have to research how you can promote diversity and inclusion in your business and how it affects people. Any Atlanta SEO company will tell you that careful keywords placement will impact your appearance on Google's Search Engine.

Be a Catalyst for Change

Restricting yourself to the status quo is no longer necessary when attempting to set up DI initiatives for your company. You can also create unique ideas to set the trend, bring a change, or think outside the box.

You can use many techniques to bring change and attract a more diverse workforce. Consider pairing up with individuals from different backgrounds to come up with innovative marketing ideas is an effective technique to usher DI into your company's culture.

Incorporating diversity into your company and your marketing help you can achieve better outcomes. Results show that teams that have at least one minority member accomplish better results than those that don’t.

Importance of Originality When Presenting Diversity and Inclusion via Digital Marketing

Today’s consumers are smarter and have access to information with a tap on their smartphone screens. Most of your target audience can easily catch if your message or post is remade or original.

For instance, you might have seen pictures of students from different countries on a university brochure. One can easily determine it as a promotional photograph. In contrast, original content can be a real person’s video on your website showing diversity and inclusion.

About WSI Biggs Digital

We are an experienced and trusted SEO company in Atlanta serving businesses with bespoke digital marketing solutions that deliver their message to the right audience at the right time, bringing desired results.

To learn more about us and our services, contact us today or dial (404) 682-2991.

How To Use Local SEO To Get To The First Page Of Google

mishlei.inc@gmail.com (Kelly Biggs) — Tue, 22 Nov 2022 05:10:12 GMT

You built your website, now how can they find you?

You and your team have worked tirelessly to get your website up and running. You’ve picked the perfect pictures and poured over every single word to communicate the right message for your ideal customer, but the only people visiting are your friends, family, and existing customers.

But why aren’t you getting any traffic from Google’s Search engine?

To ease your concerns, I will let you know that you most likely haven’t done anything wrong. Showing up on search engines takes time.

Here is the basic flow of search engine traffic:

First, Google crawls your website and recognizes the content of your website.
Google uses pattern recognition to determine where your website sits in the hierarchy of what it determines relevant to the search query and ranks your site accordingly.
Next, Google determines the relevant keywords for your website and search query based on Google’s algorithm, your website ranking, and the user’s search intent.
Then, Google lists and ranks the website with the best-matching keywords.

So, what can you do?

Start by capturing traffic from your local market. Do this by focusing on Google’s algorithm for Local SEO . When someone searches for your business, Google learns which locations are nearest to the person doing the search and shows them a map with the location highlighted. This is called the “nearest location,” and it helps searchers find exactly what they’re looking for faster and more efficiently.

Google uses ranking factors, such as link popularity and authority, to determine which businesses are the most relevant for a given geographic area. If you want your business to appear in these local search results, you’ll need to consider these factors.

Claim and optimize your Google Business Profile .

Your Google Business Profile helps Google recognize your business and know what to do with it in search. If your business profile doesn’t show up in searches, people won’t be able to find you. When someone does find your business profile, you want them to stay engaged.

There are two ways to do this:

1. Optimize your business profile for visibility and relevance. Show your expertise in the field.

2. Create unique, relevant content on your website. You have 2,330 characters to convince people to click on your website in search. Use this space wisely: Why would someone want to visit your website? What value will they get if they do?

Conduct a website audit.

Most companies take careful care in designing their website. But many overlook the technical aspects of the site. Here are a few components you will want to consider:

Website speed -

No one likes to wait. Imagine if you're ordering a product online, and the site is slow; it's not only annoying but also unsafe. The customer will not only abandon the purchase process but also never come back to that site again. Site speed is a major factor in SEO rankings because Page Load Speed is included in Google's ranking algorithm. Slow websites are ranked lower than fast sites in search results.

Responsiveness -

A website design adapted to different devices, such as smartphones, tablets, and desktops. A website that is responsive looks great and functions well no matter what device you’re using to view it. Responsive design delivers a better user experience and makes it easier for your audience to find and consume your content.

Content -

Google measures the content on your website to determine the quality, value, and relevancy of your website. Having quality content on your site assists in search engine rankings. In addition, high-quality content will attract visitors and improve overall website navigation.

Reviews -

Customer reviews are one of the best ways to get an overview of a business from various perspectives. Unlike advertising, customer reviews are usually unbiased - and since customer reviews are usually posted by users who have used a business's services, they can help you get a good idea of what to expect.

In fact, research has shown that people are more likely to trust the reviews of strangers than to trust the company itself. You'll want to have an excellent reputation management system because Google uses reviews in its ranking system.

The bottom line is that building a website is a critical step in your online presence, but it is only a starting point. Getting to the first page of Google requires a great deal of work.

Not sure where to begin, contact our team for a website audit and we will show what Google sees when they crawl your website.

4 Proven White Hat SEO Techniques to Improve Website Ranking

mishlei.inc@gmail.com (Kelly Biggs) — Fri, 28 Oct 2022 16:06:58 GMT

4 Proven White Hat SEO Techniques to Improve Website Ranking

White Hat SEO involves using ethical, approved search engine optimization techniques to improve website ranking. There are several benefits of White Hat SEO. It can help you get in Google’s good books and build trust and credibility.

Here are some effective White Hat SEO techniques.

Create Impactful Content

Content is and will always be king. It is the backbone of SEO. High quality content engages readers and helps them make informed decisions. Post thought- provoking content that solves your target audience’s pain points or answers their questions to your website and social media accounts regularly.

When creating content, avoid grammar and spelling mistakes that can make you look like an amateur. Use interesting headlines to draw readers into your content. Instead of stuffing your content with keywords, try to naturally incorporate them into it.

Do not use plagiarized content or Google and other search engines may penalize your website. Content creation is time-consuming and can involve a lot of effort. If content is not your forte, outsource it to a SEO company in Atlanta with an in-house team of experienced content creators.

Optimize Your Website for Mobile

Mobile internet use has been growing steadily year on year. If your website does not work on mobile devices, your website visitors can cause defect to your competition.

Follow these tips to optimize your website for mobile.

➢ Use a responsive website theme

➢ Redesign your pop-ups for mobile devices

➢ Use Accelerated Mobile pages or AMP markup

➢ Implement schema markup

➢ Compress images

➢ Get rid of Adobe Flash

➢ Make your website lightning fast

Improve Your Website’s User Experience

Your website’s user experience is unarguably the single most important factor that can affect its performance. Follow these tips to improve your website’s UX.

➢ Use white space effectively to help guide visitors through your interactive content, create focal points and direct user attention to specific parts of your website.

➢ A slow website is a buzzkill. Optimize your page speed to give your users a reason to spend more time on your website.

➢ Use effective calls to action.

➢ Keep website navigation as simple as possible.

➢ Get rid of obstructive pop-ups and unnecessary design elements.

➢ Google and other search engines may not punish you for 404 errors, but users will. Fix 404 errors on your websites as soon as possible.

Do Keyword Research

Keyword research helps you find the right keywords and provides insights into your target audience’s search queries. Come up with keyword ideas. Use Ubersuggest and other keyword discovery tools to discover new keywords related to your niche. Analyze and choose the best keywords from your list. Create a spreadsheet. Lastly, add the keywords you have selected to it.

WSI Biggs Digital is a trusted local SEO company in Atlanta. Our digital marketing experts have years of experience developing customized solutions to suit the specific needs of businesses. To learn more, call 404-682-2991.

Local SEO for Accountants: A Guide to Better Local Search Results for Accounting Firms

mishlei.inc@gmail.com (Kelly Biggs) — Fri, 23 Sep 2022 07:58:44 GMT

Local SEO for Accountants: A Guide to Better Local Search Results for Accounting Firms

People and businesses use the internet to find an accounting firm to manage their finances. Many individuals and companies use the internet to collect information about the accounting firm they’re considering. No matter how skilled you are, you may struggle to get new clients if people can’t find your business online.

Every accounting firm needs to have a strong online presence. A strong online presence can help your accounting firm get noticed and build credibility and trust. Accounting firms that serve a particular geographic area will want to attract local clients-businesses and individuals in their service area.

An Introduction to Local SEO

Local accounting firms need a winning local SEO strategy to get local clients. Local SEO is the practice of improving a local business’s visibility in local search results on Google. If done correctly, local SEO can help increase website traffic and conversion rate and improve your local ranking on Google.

Here are some tried and tested ways to improve your local SEO.

Set up Your Google My Business Profile

Google My Business is a tool that local businesses can use to list their location on Google Maps and local search results. Businesses can also provide other details.

Here is a brief step-by-step guide to create your GMB profile.

➢ Create a Google account using your business’s email address

➢ Go to Google’s My Business gateway. Click Manage Now

➢ To check if a business has created a profile by the name you want to use, type your business name. Does your business name pre-populate? A profile by the same name exists. You can claim the ownership of your Google My Business listing. If your business name doesn’t appear, add your business to Google

➢ Type the business name and select a category. Ensure that your business name matches the official business name

➢ Add your business address for your profile. If you deliver products to your customers’ doorstep, be sure to specify service areas

➢ Fill in your contact information and add website link

➢ Verify your business

➢ Provide other details such as business hours. Add photos and business description

Note : Ensure your business name, address, phone number, or NAP are consistent online. Whenever you move your business to a new location or change its name, update your profile, ensuring that it reflects accurate and up-to-date information.

Get Customers Reviews

People trust online reviews by real customers more than advertisements. Online reviews, as new social proof, can influence consumer buying decisions. Positive local reviews can help you earn brownie points, with Google improving your chances of ranking higher.

To get more customer reviews, simplify the process of writing reviews and posting them. Use incentives such as discounts, store credits, publicity on social media, free content, and shopping coupons to motivate buyers to write reviews. Target satisfied customers. Follow a process to ask customers to leave reviews. Automate it wherever possible. Drop emails requesting customers to write reviews at the right time. If you mail customers at the wrong time, recipients may mark your messages as spam.

List Your Business on Other Web Directories

In addition to setting up your GMB profile, list your business on other reputable directories such as BOTW, About Us, Spoke.com, Bing Places, and Super pages. Be sure to provide accurate and up-to-date business information. Keep information consistent across directories, or Google may have difficulty deciding which information is correct, and your business may not show in search results. Get rid of any duplicate listings.

Write Local Content

Create content discussing local news, events, local announcements, and local laws or regulations. Include local keywords in your content. To build authority, add schema markup to author bios. Create FAQ pages that answer questions your target audience has about your services. Write case studies. Create an About Us page that provides information about your business.

Content creation is a time-consuming process. It requires specialized skills. If you are struggling to come up with content ideas, outsource content creation to an Atlanta SEO company with an in-house content team.

Add Location Pages to Your Website

If you have multiple offices in different locations, create a page for each location. Optimize for local phrases. Keep business information such as business hours, business name, and address on these pages accurate and up-to date. When creating a location page, remember to add a Google Map. Write unique content for each location page.

Create separate pages describing your services, such as tax preparation for businesses and individuals, auditing and so on.

Implement a Winning Local Link Building Strategy

Reach out to other ranking sites requesting them to link to you. Write guest posts. To get high-quality backlinks, create authority content. Submit your website link or URL to multiple reputable web directories.

Host community events and conferences or sponsor meet-ups. Network with local influencers. Get local citations, claim unclaimed mentions and reclaim lost links.

Link building can be complicated and time-consuming. If it seems like an uphill battle, hire a local SEO company near you to spearhead the effort to get authority links.

Be active on Social Media

Local businesses should build strong social media presence. When used correctly, social media can help businesses engage their local audiences and create a community.

Set up business accounts on all major social media sites. Create impactful, shareable social media content. Create posts to discuss local events and upcoming product launches. Host webinars, do giveaways on different social media sites to grow your social media following. Make sure customer complaints are resolved in a timely manner.

WSI Biggs Digital is an established digital marketing agency serving Atlanta. We have extensive experience developing winning local SEO strategies. To consult a local SEO specialist, call (404) 682-2991.

SEO for Accountants: Best Practices

mishlei.inc@gmail.com (Kelly Biggs) — Mon, 12 Sep 2022 07:33:15 GMT

SEO for Accountants: Best Practices

Accounting is important for businesses of all shapes and sizes. It helps managers keep track of business income and expenses. Because accounting tasks are time-consuming and tedious in nature, many businesses outsource their accounting to accounting firms.

Many potential clients will check your business's online presence when deciding whether to outsource their accounting to your firm. A strong online presence inspires confidence, builds trust and credibility and improves your business's online visibility so your target audience can find you online.

Every business that wants to build a strong online presence needs an effective SEO strategy. Search engine optimization or SEO is the process of optimizing a webpage or website to make it discoverable. When done correctly, there are several benefits of SEO. It boosts your credibility, can help you reach more people and is cost-effective.

Here are some tips to improve your SEO so your target audience can find your website easily.

Rethink Your Website Design

No matter how visually appealing your website is, if visitors have to work hard to find the information they’re looking for, they may get frustrated and defect to the competition. To prevent this from happening, keep your website design as simple as possible.

A well-designed website is easy to navigate both for humans as well as search engines.

Get rid of unnecessary design elements that can distract your visitors. Remove annoying and frustrating pop-ups. Keep your homepage minimalist and free from clutter.

Speed up Your Website

We live in an instant world where people want instant everything. The modern consumer is restless. They hate waiting for a website to load. A study found that around 53 percent of visitors to a website abandon it if it takes more than three seconds to load.

A mere one second delay in page load time can mean a seven percent reduction in conversions. A slow website leads to a high bounce rate, which can hurt your rankings.

Here are some surefire ways to speed up your website

➢ Compress and optimize images and other large files on your website

➢ Reduce redirects

➢ Minify CSS, HTML and JavaScript

➢ Enable browser caching

➢ Use asynchronous and defer loading for your JavaScript and CSS files

➢ Get rid of unnecessary plugins

➢ Use a content delivery network

Perform Keyword Research

The right keywords help you target the right audience and can improve the chances of your content rank better. Here are some keyword research tips to take your SEO to the next level

➢ Leverage negative keywords to reach clients who are a good fit for your business

➢ If you are a local business, build a list of local keywords and leverage it to effectively target local clients

➢ Consider the keywords your competitor’s target

➢ To get keyword ideas, look through the ‘People Also Ask’ section on Google

Build Links to Your site

Link building is the process of obtaining links from other websites to your own website. There are several benefits of link building. Links help build credibility, establish authority, boost traffic and improve search rankings.

Create impactful content that encourages trustworthy sites to link to you. Reach out to businesses in your niche and introduce them to your content.

Guest blogging is a tried and trusted link building tactic. How does it work? You write a post/an article for a website and insert a link in the about the author section that directs readers to your site.

If you find broken links on websites, reach out to webmasters, requesting them to replace broken links with new resources that you have created. Build new links by submitting content to video sharing sites and infographic directories.

Before submitting your content to an infographic directory make sure it is in an appropriate format. Do not have infographics? Instead of creating new infographics, turn your long-form existing content into infographics.

Write Impactful Content

Content is and will always be king. It is undeniably the backbone of SEO. Effective content helps you connect with your readers on an emotional level and score brownie points with Google. Create engaging content that answers your target audience’s questions or solves their pain points.

Keyword stuffing is a black hat technique. Do not stuff your pages with keywords. Instead, try to incorporate them into your content as naturally as possible. Write head turning headlines and use a hook to grab attention.

Maintain a consistent brand voice throughout your content. Publish compelling content regularly. After writing content, proofread it for grammatical and spelling mistakes that can make you look unprofessional. Avoid plagiarism as it can damage brand reputation.

Creating impactful content is a time-consuming process. If creating and optimizing content feels like an uphill struggle, outsource content creation to an Atlanta SEO company with an in-house content team.

Aim for the Featured Snippets in SERPs

Google and other search engines use featured snippets to display answers to questions on search engine result pages or SERPs, so users do not have to visit other sites to get answers to their queries.

When you earn a featured snippet, you rank for position zero, which is the best ranking spot possible without paid advertising. Featured snippets are more engaging than typical search results. They take up a lot of space and can help grab users' attention.

To get featured snippets, create content that answers questio006E your target audience may have. Use long-tail keywords that can be posed as questions.

Use images that support your content. For example, if you own a restaurant and want to earn a featured snippet for a question about the best pasta recipe, provide an image of the recipe card or at the least, an image of pasta. Arrange your content in lists and tables.

WSI Biggs Digital is an established local SEO company . We help businesses build online authority. To talk to one of our digital marketing experts, call (404) 682-2991.

Your Guide to Local SEO

mishlei.inc@gmail.com (Kelly Biggs) — Tue, 09 Aug 2022 07:35:06 GMT

Your Guide to Local SEO

Local SEO aims to help local businesses be more visible in local search results. Local SEO has several advantages, from enhanced traffic to improved conversion rate. Every company that serves a specific geographic location needs a regional SEO strategy.

Follow these tips to leverage local SEO.

Audit Your Website

Before you optimize your website for local search, audit it to identify any technical or on-page SEO issues such as broken links, duplicate content, missing Alt tags, and low text-to-HTML ratio. Address these issues before creating new content for your website or building backlinks. You can use an SEO tool to conduct a site audit or reach out to a local SEO company near you for help.

Do Keyword Research

Use SEO tools such as Ahrefs or SEMrush to conduct a competitive analysis. A competitor analysis aims to find out what keywords your competitors are ranking for and where their backlinks are coming from.

Once your chosen SEO tool generates a list of keywords your competition ranks for organically, study search volume and competition metrics to determine if these keywords are a good fit for your website.

Use Google's Keyword Planner and other keyword research tools to filter keyword searches based on location. This will give you an idea of popular location-specific phrases. First, create a list of locally relevant keywords. Then, ensure they appear in your site's meta content and URLs.

Optimize Your Google My Business Listing

Google My Business is a free, easy-to-use tool local business can use to generate more customer reviews, drive website traffic, and more. You can set up your Google My Business account in a few easy steps.

Add business pictures to your business profile. When sharing information about your business, ensure the business name matches the official business name. Do not stuff keywords into the business name. Instead, provide contact details and business address. When you relocate your business or change its name, edit your GMB profile to reflect accurate and up-to-date information.

Get Reviews From Happy Customers

Customer reviews provide social proof, helping drive purchases. They help build credibility and trust. Many people trust brands recommended by real buyers instead of advertisements. Positive reviews can help improve local search rankings.

Here are some tips to get more positive customer reviews

➢ Offer incentives such as discount coupons, loyalty points, and gifts to customers for writing reviews

➢ Entrust someone with the responsibility of asking for reviews in person after the close of a sale

➢ Simplify the process of writing and posting reviews

➢ Send a post-purchase mail to customers requesting them to leave a review on your site. Before reaching out to customers, conduct a customer satisfaction survey to ensure you're not approaching dissatisfied buyers

Create Localized Content

Create content based on local news, events, or stories. Include pictures of local attractions, colors, and themes related to the local culture in your content. Create videos about charities or other local businesses you support, location-based listicles, and how-to-articles explain location-specific challenges and suggest ways to overcome them.

Create Localized Landing Pages

Localized landing pages are created specifically to rank in local searches. Add location-specific content to your localized landing pages. Optimize your content with geo-specific keywords. Optimize H1, H2, and H3 tags. Add images to your content and include internal links in it. Make sure business information such as contact details, business name, address, and business hours on localized pages is accurate. Keep this information up-to-date.

Leverage Online Business Directories

List your business on reputable business directories such as BBB, YellowPages, and Yelp. Submitting business names, phone numbers, addresses, and other business information to localized directories is a great way to improve local SEO.

WSI Biggs Digital is a reputable digital marketing agency serving Atlanta. We offer top-notch local SEO services . Want to build a killer regional SEO strategy from scratch? To make an appointment, call (404) 682-2991.

How to Select the Right Advertising Agency for Your Campaign

mishlei.inc@gmail.com (Kelly Biggs) — Sat, 30 Jul 2022 08:07:05 GMT

How to Select the Right Advertising Agency for Your Campaign

There are several benefits of online advertising. It is cost-effective and helps build targeted campaigns and increase reach. It is measurable and can help you engage your target audience. Once you have decided to invest in online advertising, one of the first things to do is choose an advertising agency in Atlanta .

Whether you want to build a new online advertising agency from scratch or revamp an existing one, an advertising agency can help. Advertising agencies create new and optimize existing ads and plans for their clients. In addition, they help businesses choose the right advertising platforms.

There are several ways an advertising agency can save you money. First, ad agencies get stuff done right the first time, helping their clients avoid mistakes that can have a huge domino effect. When you hire an advertising agency, you do not have to maintain an in-house team of experts. As a result, you successfully lower your employee benefits costs.

Before you start your search, define your goals. Conduct a needs assessment. Do you want to hire an advertising agency to build your brand? Do you want to make your target audience aware of a new product or service? Would you like to raise awareness of an upcoming event? Or do you want to grow your social media following?

Set SMART-specific, measurable, achievable, relevant, and time-bound goals. If, for instance, you want to grow your social media following, determine the number of followers you want to gain. Also, set a time frame for gaining followers.

An ad agency can manage your advertising campaigns from start to finish, so your employees can stay focused on their most important tasks. Unfortunately, all advertising agencies are not created equal. Some agencies make tall claims but fail to deliver on their promise. Steer clear of such agencies.

Also, if a specific ad agency delivers stellar results for a fellow business owner, do not automatically assume it is the right agency for your business. Instead, look for an advertising firm with a proven track record of success and the ability to bring your vision to life.

Follow these tips to find the perfect agency partner.

Consider Sector-wise Experience

Look for an agency that has experience in your sector. An agency that has worked in your industry will better understand your target market and the type of creatives your target audience prefers. In addition, the team will know what works and what doesn't in your industry.

Conduct Online and Offline Research

Visit the websites of the advertising agencies you are considering. First, check out their service pages to determine if they offer your needed services. Next, go to their profiles on social media sites and check what people are talking about them. Next, visit independent, reliable third-party sites to check out client reviews on them. Finally, check agencies with the BBB.

Talk to other business owners about their experience working with ad agencies. Also, keep an eye on industry trade publications that publish articles featuring the work of ad agencies.

Review Their Portfolio

Every advertising agency has a page that they use to showcase their portfolio. Go through the portfolio page of the agency you are considering to determine their creative abilities, how they execute briefs and if their creative team has the expertise required to set the right tone for your campaigns.

Look for an Agency That Understands Your Vision

Once you have defined your goals, create a brief. A brief serve as a ready reference guide for advertising agencies. Your brief tells advertising agencies your requirements and explains the problems you are trying to solve.

Once you have shortlisted agencies, schedule meetings with agencies. When the team from an agency pitches ideas, assess the thinking style of team members. Ask the agency owner/manager the right questions, such as

➢ How is your agency different from the competition?

➢ Can you outline a strategic plan to achieve my advertising goals?

➢ Are the advertising goals I have shared realistic? If not, why?

➢ Do you plan to coordinate with our other partners, such as PR agencies and creative agencies?

➢ Which tools do you use? Will our team own all our media accounts?

➢ How do your teams stay current with emerging technology and the latest trends?

➢ Can you outline your 30,60,90day plan for our account? How long does it take to see results?

➢ According to you, what elements of our advertising strategy are up to the mark? What are areas of improvement?

➢ What experience do you have in our industry?

Go Through Case Studies

Request agencies to provide case studies. Read and analyze case studies from advertising agencies to check if they can deliver on their promises. While evaluating a case study from an agency, identify the problem the agency solved.

Make sure the units match. If, for instance, the client wanted to improve ad revenue, the results section should state revenue growth instead of the number of views or clicks generated.

Determine the Types of Services you Need

There are different types of advertising agencies. Some agencies offer a full range of services, while others offer specialized services to their clients. When selecting an agency, consider your needs. For example, if you have a BTL campaign, look for a full-service agency. For individual collaterals or specialized campaigns, hire a creative boutique.

WSI Biggs Digital is a leading digital marketing agency in Atlanta. We offer top-notch Atlanta SEO services. In addition, we help our clients win over their target audiences with customized digital marketing strategies. To learn more, call (404) 682-2991.

Digital Marketing for Lawyers

mishlei.inc@gmail.com (Kelly Biggs) — Fri, 15 Jul 2022 07:23:34 GMT

Digital Marketing for Lawyers

The World Wide Web has opened the door to new possibilities. For example, businesses now do not have to set up physical offices in different locations to reach their target audiences.

The Internet has made it much easier for customers to learn about products and services beforehand through online research. They no longer take advertisers' claims at face value.

Deciding whether to trust someone else is more notably important for some industries than others. Law firms are frequently found in this context. People give extra thought to choosing a law firm. They conduct research to assess the credibility of a law firm.

The main aim of digital marketing for lawyers is to increase business reach significantly.

Lawyers need a solid online presence to build trust and credibility. A strong online presence makes your law firm discoverable online. It helps you build a rapport with your target audience and allows you to showcase your achievements on different online platforms.

Law firms with a solid online presence can engage their target audiences effectively. Such law firms realize that no matter what circumstance sets up the initial referral, potential customers will always compare their services online. An effective internet presence may be the crucial factor in whether a prospective customer becomes a client.

Follow these steps to build a solid online presence.

Research Your Target Audience

We cannot emphasize enough the importance of identifying the right target audience. No matter how many people discover your law firm online every day, you will have lackluster results if you do not get your brand in front of the right people.

If, for example, you specialize in divorce law, there is no point in targeting people who are looking for real estate attorneys. Instead, research to find out where your target audience hangs out. Choose the right social media platforms. Analyze competitors and create personas. Define who your target audience isn't. Look at industry trends and carry out client interviews.

Define Your Goals

A powerful law firm's digital marketing strategy focuses on two things-retaining existing clients and driving new clients to the firm by building a solid business reputation. Goals provide direction. Once you set your digital marketing goals, you can determine the steps you need to take to achieve them.

Create a practical customer journey map. For example, how do your clients discover your law firm? What type of content do they consume during different stages of their journey? What sources do they rely on to get the information they are looking for when deciding?

If your site gets a ton of traffic but your conversion rate is low, one of the goals of your law firm's digital marketing strategy could be to improve the website conversion rate.

If you generate more leads for your law firm but cannot turn them into paying clients, focus on revamping your existing lead generation strategy or building a new one to attract high-quality leads online.

Your digital marketing goals should be SMART-specific, measurable, achievable, relevant, and time-bound.

Build an Effective Website

Your law firm's website is the first thing people will check when evaluating your business. A great website can help you showcase your legal services. You can use case studies to demonstrate your expertise. An effective website provides you a space where you can answer frequently asked questions to build trust, establish authority and win brownie points with search engines.

Make an excellent first impression with an effective website. Keep your homepage free of clutter. Make your content easy to read. Use a simple layout and navigation so website visitors can easily find the information they're looking for.

Make your site mobile responsive, or your visitors may defect to the competition. Keep your pages uncluttered. Maintain a balance of text and graphics. Keep the website design as simple as possible.

Make sure your site is lightning fast. Optimize your site for search engine indexing. Every site page should have a clear call-to-action that prompts visitors to take the desired action.

Create and Implement an Effective SEO Strategy

An effective SEO strategy can help you put your law firm in front of the right audience and build awareness, credibility, and trust. In addition, it targets the entire marketing funnel and is highly cost-effective.

When building your SEO strategy, focus on humans first and then search engines. Here are some SEO tips

➢ Perform an SEO audit. Please get rid of anything that slows it down. Declutter your sidebar. Link to other sites in your niche

➢ Use the right keywords

➢ Remember, content is king. Write unique and engaging content that solves your target audience's pain points

➢ Nothing frustrates website visitors more than a slow-loading website. To speed up your website, compress large files, use a CDN, keep redirects to a minimum, minify JavaScript, CSS, and HTML, cache your web pages, and eliminate unnecessary plugins

➢ Measure SEO performance and results using Google Analytics and other tools

Invest in Paid advertising

When done correctly, Pay Per Click (PPC) can contribute to digital marketing goals. Like SEO, it is measurable and trackable. PPC can be a great way to drive traffic to your website, but it can also be expensive especially for lawyers because you are bidding on popular keywords.

Firms need to carefully consider their goals and budget before embarking on a PPC campaign.

Here are some PPC tips.

➢ Use long-tail keywords. Filter out low-performing keywords

➢ Create a negative keyword list

➢ Create effective PPC ads. Use attention-grabbing headlines and CTAs

➢ Use ad extensions

➢ Create ad-specific landing pages

➢ A/B test every PPC element

Consider Using Local Services Ads

There are many reasons why Local Services Ads is a great option for lawyers. First, it is a very effective way to reach potential clients. Local Services Ads allows lawyers to target their ads to people in their local area who are searching for legal services. This means that lawyers can be sure that their ads are being seen by people who are actually interested in their services.

Another reason why Local Services Ads is a great option for lawyers is that it is a very affordable form of advertising. It is a pay-per-lead service, which means that lawyers only have to pay for their ads when they receive a lead from a potential client. This makes Local Services Ads much more affordable than other forms of advertising, such as print or billboard ads.

WSI Biggs Digital is a renowned digital agency in Atlanta . We help businesses build an army of loyal customers. To make an appointment, call (404) 682-2991.

Benefits of Social Media Marketing

mishlei.inc@gmail.com (Kelly Biggs) — Fri, 17 Jun 2022 11:37:36 GMT

Benefits of Social Media Marketing

With more than 4.6 billion users-that’s more than half of the world’s population, social media is a force to reckon with. Businesses use social media to promote their offerings and build customer networks and customer loyalty.

Social media provides marketers opportunities to turn one-time buyers into loyal customers and loyal customers into brand advocates. You can use social media to target customers in different geographic locations without opening multiple physical offices.

Here are some reasons why every business should focus on building a social media presence.

Social Media Helps Build Brand Awareness

No matter how good your product is, it won't sell until people know about your business. Businesses around the world use social media to build brand awareness. Social media can help you get your brand in front of more people than traditional media.

People buy from trustworthy and credible businesses. To build credibility and trust, create and share authority content that solvesyour target audience’s pain points.When creating your business profiles, place your logo strategically. Use clear pictures. Use short and engaging business descriptions.

Helps Drive Traffic to Your Website

Search engines are great for traffic generation, but they have their limitations. Businesses that rely too much on search engines can miss opportunities to drive more traffic to their website. Social media can help you reach audiences in different parts of the world. You can use different social media sites to generate diverse inbound traffic streams.

Follow these tips to drive more traffic to your website using social media

➢ Optimize your social media profiles. Keep your bio short and to the point Connect it to your site with a call to action for your home or landing page

➢ Use social proof to build credibility. Incorporate social comments, feedback and reviews into your social media content.

➢ Time it right. Decide what to post, how often to post and when to post on different social media websites. Post when your target audience is most responsive

➢ Be responsive. To make your audience feel valued, reply to as many comments on your posts as you can. Reach out to disgruntled customers as soon as possible

➢ Use compressed links. Shorten your links using online tools. Place compressed links within your content

Helps Build Customer Loyalty

The modern user considers social media as a service channel where they can communicate directly with brands. Studies have shown that consumers are more loyal to brands that directly engage with them on social media.

You can use social media to engage your target audience and connect with them on an emotional level. Loyal customers will not only buy from you, but also recommend your business to their friends, colleagues, and family members.

To keep your loyal customers engaged and happy, offer them discounts. Incentivize them to refer you. Set up a subscription service and ask for feedback.

Social Media Marketing is Cost effective

Social media marketing is more cost effective than traditional marketing. You can sign up and create a profile on almost any social media website for free. Given the fact that paid social media ads canstart at as low as $1, you can run a paid social media campaign on a small budget.

Social media marketing is measurable. You can use metrics to measure your social media success. Social media tools generate a plethora of data that you can use to compare expected results with actual results. Once you have identified areas of improvement, fine-tune your strategy.

Offers Networking Opportunities

Networking is important for businesses. You can use your network togain access to opportunities you might not be able to find on your own. Social media has opened doors to new networking opportunities. It is now incredibly easy for businesses to collaborate with other businesses and individuals on social media.

When choosing a social media site for networking, consider your target audience. If you want to build a professional network, use LinkedIn or Twitter. Use Instagram to reach out to content creators and influencers.Leverage Facebook to build a diverse customernetwork.

WSI Biggs Digital is a reputable social media marketing agency in Atlanta . We help businesses leverage social media to build a loyal customer base. To talk to a social media expert , call (404) 682-2991.

9 Must-Read Local SEO Tips

Thu, 09 Jun 2022 10:11:45 GMT

9 Tips to Improve Your Local SEO9 Tips to Improve Your Local SEO

The aim of local SEO is to help businesses be more visible in local search results. When done correctly, there are several benefits of local SEO. It can help you gain more local reviews, drive more traffic to your website, get high-quality backlinks from local businesses and increase your conversion rate.

Here are some surefire ways to improve your local SEO

Create Your Google My Business Profile

Google My Business allows you to list your location on Google Maps and local search results. You can also provide other business details.

Steps to Setting a Google My Business profile

➢ Create a Google account using an existing email or a new one

➢ Go to the Google My Business gateway and click Manage Now to get started

➢ To check if a profile by the name you want to use already exists, type your business name. If your business name pre-populates, a profile by the same name exists. In this case, you can claim the listing. If your business name doesn’t appear, click Add your Business to Google

➢ Add the business name and category. Make sure the business name matches the official business name

➢ Add your business address. If you provide home delivery services, specify service areas

➢ Add the contact details of your business and website link

➢ Verify your business

➢ Add business hours, photos, and description

Note : Ensure your business name, address and phone number (NAP) are consistent online. Whenever you move your business to a new location or change its name, edit your profile to ensure it reflects accurate and up-to-date information.

List Your Business on Other Directories

In addition to creating a GMB profile, list your business on other reputable directories such as Angie’s List, Yelp, Hotfrog, and Bing Places. Make sure your business information is complete and consistent across the directories you list your business on. If Google cannot determine which information is correct, your business may not show in search results. Remove any duplicate listings.

Create Local Content

Create content covering local events and news. Incorporate local phrases into your content. To establish authority, add schema markup to author bios. Create FAQ pages and local Best-of guides that in addition to providing valuable information to readers, can help gain traction for your website.

Add Location Pages to Your Website

If your business serves multiple locations, create a location page for every location. Optimize for local search terms. Make sure business information such as business name, address, contact details, store descriptions, and business hours on these pages is accurate and up-to-date. Add a Google Map to every location page. Use unique content for every page.

Get Customers to Write Reviews

Online reviews provide social proof and help build credibility and trust.Positive local reviews can boost your authority in the eyes of Google, helping you rank better. To encourage customers to leave reviews, make writing reviews and posting them as simple as possible.

Offer incentives such as discounts, store credits, publicity on social media, free content, and shopping coupons. To get positive reviews, target satisfied customers. Set up a process to ask customers to leave a review. Automate the process wherever possible. Drop emails requesting customers to write reviews at the right time or they may be considered intrusive.

Optimize Your Website for Mobile

Given the fact that the number of mobile internet users is increasing with each passing year, a mobile-optimized website is a matter of necessity, rather than choice.

It is estimated that around 30 percent of mobile searches are location-related. Many people will use their mobiles to visit your website, check reviews, find directions to your store and look for contact information before visiting your store. If you do not have a mobile-friendly site, users can choose your competitor over you.

Here are some tried and tested ways to optimize a website for mobile

➢ Make sure your navigation menu is as simple as possible

➢ Use a responsive design

➢ Eliminate intrusive pop-ups

➢ Optimize images

➢ Improve page loading speed

Come up With and Implement a Localized Link Building Strategy

Reach out to businesses in your geographic location requesting them to link to you. Write guest posts. To get websites with a high domain authority link to you, create authority localized content. Submit your website link or URL to web directories.

Host webinars, community events, and conferences or sponsor meet-ups. Build relationships with local influencers and prominent local personalities. Request partners to feature you in their partner directory. Participate in local community events.

Link building can be time-consuming and usually involves a lot of effort. If you have too much on your plate, hire a local SEO company near you to get authority links for your site.

Be active on Social Media

Local businesses need a social media marketing strategy now more than ever. When used correctly, social media can help you engage your local audience and create a community of loyal customers.

Set up profiles on different social media sites. Create content that solves your target audience’s pain points and answers their questions. Create posts that discuss local events and upcoming product launches. Host webinars, do giveaways on different sites. Reach out to disgruntled customers and resolve their complaints in a timely manner.

Optimize for Voice

Mobile voice searches are more likely to have local intent than text searches. Optimizing your website for voice is a great way to make it stand out. It is also a proven way to drive more website traffic.

Follow these tips to optimize your site for mobile

➢ Focus on long-tail conversational keywords

➢ Create FAQ pages

➢ Provide context with schema markup

➢ Optimize your site for mobile

WSI Biggs Digital offers top-notch local SEO services. Our extensive experience crafting customized local SEO strategies for businesses sets us apart. To make an appointment with a local SEO expert, call (404) 682-2991.

Top 7 Ways to Optimize Your Website

mishlei.inc@gmail.com (Kelly Biggs) — Thu, 19 May 2022 12:32:36 GMT

Top 7 Ways to Optimize Your Website

For businesses, a professional website is a matter of necessity rather than choice. Your website is your company's face. Many people visit a company's website when deciding if they should buy from the business.

A well-designed website helps build a strong online presence. An impactful website allows your business to be discovered and can also help improve customers’ perception of your brand. It builds trust and credibility and can help gain a competitive edge.

You cannot design your website, get it live and forget it. To maximize website performance, periodically optimize your website. There are several benefits of website optimization. Optimizing your website supercharges it. Website optimization increases brand visibility, allowing you to grow your brand organically. It improves user experience and can help improve your website’s accessibility.

Here are some website optimization techniques.

Improve Page Speed

The modern user is impatient. They have better things to do than wait for several minutes for a web page to load. Visitors can defect to your competition if your web pages take more than three seconds to load. Given the fact that page load speed is a direct ranking factor, slow slow-loading pages can hurt your search engine rankings.

Here are some ways to make your website lightning fast

➢ Use a content delivery network

➢ Reduce redirects to the absolute minimum

➢ Minify resources

➢ Enable GZIP compression

➢ Enable browser caching

➢ Use asynchronous and defer loading for CSS and JavaScript files

➢ Minify CSS, HTML and JavaScript

➢ Get rid of unnecessary plugins

If you have a limited understanding of Core Web Vitals or you already have too much on your plate, consider hiring a digital marketing strategist to design and implement an impactful strategy to speed up your website.

Optimize Your Website for Mobile

The number of people who access the internet through their mobiles has been increasing steadily. Many people will try to access your website from their mobile phones. If your site isn’t mobile friendly, they may leave it. With a mobile friendly website, you will attract more visitors and see improvements in your ranking.

Here are some tips to make your website mobile friendly

➢ Make sure your website is mobile responsive. A mobile responsive website adapts to the screen of the device it is viewed from.

➢ Meta titles that are too long may appear distorted when viewed on smaller screens. Optimize your meta titles for mobile devices. Keep them short, simple and to the point

➢ Avoid intrusive pop ups that cover your content and make it difficult for visitors to access it

➢ Use lazy loading to populate website pages when required

➢ Use the viewport meta tag

➢ Use large font sizes for better readability

Conduct Keyword Research

The right keywords can help you target the right audience, create relevant content for your target audience and build credibility.

Before creating new content or optimizing existing content, conduct keyword research to find and analyze search terms people are using.

Follow these tips for effective keyword research

➢ Leverage negative keywords

➢ Build a list of localized keywords

➢ Find out the keywords your competitors are targeting

➢ Think about your customers pain points and find out the common questions they ask

➢ Use keyword research tools

On page and Off page SEO Optimization

On page optimization involves optimizing webpages to improve user experience and rankings. Off page optimization refers to all the measures that can be taken outside of the website to improve rankings and website user experience.

Here are some on page optimization techniques

➢ Create impactful content that solves your target audience’s pain points. Avoid thin content. Instead write long-form, comprehensive content that provides useful information on the most relevant topics

➢ Use heading tags hierarchy properly to help Google understand your website structure

➢ Add schema markup to your website

➢ Optimize URLs and images

➢ Optimize your title tags and meta descriptions to make sure they are precise and to the point

Here are some off-page optimization tips

➢ Create shareable content

➢ Submit guest posts to blogs

➢ Engage with users on popular social media platforms including Facebook, LinkedIn, twitter and Instagram

➢ Join Q & A sites and answer questions related to your business, blog or website

Improve User Experience

No matter how visually stunning your website is, if it isn’t user friendly, you will lose traffic to your competition sooner or later. Make sure your website is easy to navigate so visitors can find the information they’re looking for without much effort.

Make sure your content is unique and satisfies a need. Use design elements that evoke emotions. Integrate design and navigation elements that improve your website’s usability. Make your content accessible to everyone-including specially abled users.

Create Impactful Content

Content is king. Impactful content helps build trust and credibility, generate high quality leads and improve conversion rate. Create engaging content that solves your target audience’s pain points. Avoid keyword stuffing. instead integrate keywords naturally in your content. Create different types of content such as how-to guides, infographics., white papers, ebooks, posts and case studies. Grammar mistakes can make you look like an amateur and put a question mark on your credibility. Proofread content before uploading. Fix grammar errors and spelling mistakes.

Add Schema Markup

Schema Markup helps Google create a rich snippet for webpages when users enter the relevant search queries. Schema Markup can affect your SEO and help Google identify user intent and preferences when users click on relevant results.

WSI Biggs Digital is a reputable Atlanta SEO company. Whether you want to build a new SEO strategy from scratch or plan to revamp an existing strategy, be rest assured we have the expertise required to manage your project from start to finish. To make an appointment , call (404) 682-2991.

Benefits of Targeting Low-Volume Keywords

mishlei.inc@gmail.com (Kelly Biggs) — Tue, 10 May 2022 12:15:46 GMT

Benefits of Targeting Low-Volume Keywords

Keyword research is the first step to creating an SEO campaign . Keywords can make or break your campaign. The right keywords make it easy for Google to understand what your content is about and can help you climb to the top of Google search results.

Keywords can be broadly classified into two categories on the basis of search volume-high volume keywords and low volume keywords. A high-volume keyword has a large search volume. In other words, many people are using it on Google and other search engines. A low search volume keyword, on the other hand, is a keyword that isn’t searched for as much as other keywords.

Many digital marketers focus solely on high-volume keywords because they bring traffic. They stay away from low-volume keywords. This strategy can backfire. Not all low volume low, competition keywords have a poor ROI. When used correctly, low volume keywords can help build interest around a small or new niche and boost rankings. They can also drive conversions.

Here are some compelling reasons to target low-volume keywords.

They are Super Relevant

It’s no secret that relevant keywords drive traffic. Low volume keywords are usually more relevant than their high-volume counterparts. Users who search for a low-volume keyword may find one of your site’s web pages listed in the search results.

Low volume keywords are usually long-tail. They are more specific than more commonly used keywords. Long-tail keywords allow you to create specific content to solve your target audience's pain points. The more relevant your content, the more likely users are to convert.

They Have Strong Commercial Intent

Low volume keywords have strong commercial intent which makes them perfect for ecommerce websites. Keywords with strong commercial intent typically utilize one or more modifiers that convey the desire to make a purchase. Typical examples include “shop”, “purchase”, “buy” and “order”.

High volume keywords, on the other hand, may or may not have strong commercial intent. If you try to add a modifier to a high-volume keyword it may become a low volume keyword.

They are Low Competition Keywords

Because low-volume keywords are associated with very little search traffic, they are low competition keywords, and you can rank for them without much effort.

Low competition keywords give you opportunities to target topics that are highly relevant to your target audience, but your competitors aren’t targeting. Because they are not so much in demand, they are very economical, which makes them perfect for small businesses operating on a tight budget.

You can use Them With Other Keywords

You can target high volume keywords alongside low volume keywords. Many SEO experts recommend targeting one high volume keyword and three to five low volume keywords per page.

Your high-volume keywords can be your primary or main keywords and your low volume keywords can be your secondary keywords. Using high volume and low volume keywords together is a great way to improve website performance.

Allow you to Cover Niche Topics

Websites that cover niche topics at length rank higher for keywords related to those topics. Niche topics include extremely specific keywords. They have a lower search volume than general topics. These specific keywords usually have a smaller target audience. You will connect with them better when you create content, they’re interested in.

Reaches More Voice-Assistant Users

Voice searches are performed using long tail keywords. Targeting low volume keywords increases your chances of reaching voice-assistant users.

Tips to Identify Low Search Volume Keywords

➢ Visit sites that have user-generated content and social communities to find untapped keywords

➢ Use social media sites such as Facebook, Pinterest and LinkedIn to uncover low volume keyword ideas

➢ Pull keyword ideas from YouTube

WSI Biggs Digital is a leading digital marketing agency serving Atlanta. We offer top-notch SEO services in Atlanta. We have extensive experience crafting customized digital marketing strategies for our clients. To make an appointment with one of our digital marketing experts, call (404) 682-2991.

Why SEO Is Critical For Your Business

mishlei.inc@gmail.com (Kelly Biggs) — Wed, 20 Apr 2022 12:45:39 GMT

SEO IS ONE OF THE MOST IMPORTANT ASPECTS OF YOUR BUSINESS

SEO can increase web traffic, leads and revenue. In this blog, we will discuss SEO and why it is critical to your business.

We all know how important Search Engine Optimization is for a business. It is the cornerstone for most digital marketing strategies. By optimizing your website for Google, Yahoo, and other search engines, you can ensure that people who are looking for information about your business will find it. Not only does it help you rank better in search engines, but it can help your business gain more traffic. But many businesses aren't aware that there are critical reasons for why SEO is vital for their business.

What is SEO?

SEO is an acronym which stands for Search Engine Optimization. It is a type of online marketing that helps to improve your website’s rankings in search engines. It is an ongoing process which requires constant attention and maintenance, but you can rest assured that you will see the benefits provided you stay consistent.

The basic objective of SEO is to provide web users with relevant content which answers their search queries. For example, when a person accesses Google and types in the word “shoes,” it will show different results based on the search keyword. You may also see results based on your location or similar search keywords. In this case, a website which has optimized its content for the term “shoes” would rank higher than a website which hasn’t optimized its content.

What is On-Page and Off-page SEO?

On-page SEO and off-page SEO are the two main pillars of a successful SEO effort. On-page SEO refers to the optimization of content and web pages. This includes meta tags, keyword placement, and proper use of elements like ALT tags and site maps.

Off-page SEO refers to the links you get from other sites, which are links pointing to your site. These are links from sites you don't control, such as forum signatures, directories, link exchange programs, and blog comments.

What is the role of social media in SEO?

Social media is all about visibility. People search for things using Google, Yahoo, Bing and alike search engines. If your website is visible, it makes it easier for your targeted audience to find your website. At the same time, you should have a significant social media presence as well. If you use social media for your brand and for your business, you will be exposed to a wider audience and it will help your business grow.

Social signals are being used as a significant factor in Google’s search ranking algorithms. Google considers social signals to be any information that can be used to infer a person's social identity or relationship. This could include things like the number of friends a person has on Facebook, the items they share on social media, or their political views. Google uses this information to determine how relevant a site is for a given search query.

A popular site = good content = Google wants to send traffic to it.

Why is SEO critical for my Business?

Search Engine Optimization (SEO) is critical for your business because if your business isn't being found on Google, you're missing out on a lot of potential income. It's estimated that SEO drives over 60% of website traffic. So, if you want people to find your website, you need to be placing it highly on the search engines.

A website's organic ranking on google is determined by multiple ranking factors. Two of the factors are: backlinks, which are links that point to your website from other websites, and your domain authority. So, if you want to rank high on Google, you need to build backlinks to your website and your domain authority needs to be strong.

How long will it take to get on the first page of Google?

There is no magical formula to get on the first page of Google. It’s a combination of many factors, which we will discuss in the following points: What is the competition? - What is the demand for your keyword? - What is your reputation? - Are there any competitors’ backlinks? - What is the quality of your website? - What is the number of backlinks?

Conclusion:

SEO is not a one-off task. It's an ongoing thing that you need to keep working on. But the benefits of SEO are vast. Not convinced you can implement SEO in-house?

WSI Biggs Digital SEO Agency is a regionally operated Atlanta based company. We understand how to marry technology with business to get your website the search engine exposure it needs. With over 25 years of experience, we know how to implement a solid SEO strategy for your website that will deliver the results you need. We specialize in creating unique and compelling product descriptions, so you can be sure that you stand out from the competition.

Why You Should Invest in Digital Marketing in 2022

mishlei.inc@gmail.com (Kelly Biggs) — Fri, 15 Apr 2022 13:18:22 GMT

Why You Should Invest in Digital Marketing in 2022

In a world that is now dominated by the internet, digital marketing has become an essential component of any business's success. More and more businesses are turning to digital platforms to generate leads, sell their products, and maintain ongoing customer relationships. Given this, it should be no surprise that digital marketing will be the most contributory factor in increasing any business in 2022 and beyond. Here are the top 10 reasons why every business should invest in digital marketing, be it a start-up or a large-scale enterprise.

Build Brand Awareness

Many businesses have the "build it, and they will come" mindset when it comes to their website. However, this is not the case. Just because you've set up a website doesn't mean that your customers will find it. A digital marketing strategy is a powerful tool for building awareness of your business and products. By promoting your brand through different digital channels, you can reach a large audience of potential customers. If your visitors like what they see, they are more likely to tell others about your business, which means more people will be aware of your brand. It can give you a competitive advantage over other companies that don't invest in digital marketing. For instance, if you run a local e-Commerce store and sell online, you can use digital marketing to reach customers in that area.

Create A Strong Online Presence

Investing in a digital marketing agency is a no-brainer in today's world of ubiquitous technology. According to recent studies, over 80% of shoppers perform online research before making purchase decisions. As a business owner, you can't afford to lose out on potential customers simply because you don't have an online presence.

Generate Quality Leads

Digital marketing is not only a great way to build brand awareness , but it also has the potential to earn new leads for your business. You can use different types of online content – such as ebooks or infographics – to attract potential clients and compel them to take action on your website or social media pages. That will help you generate quality leads that could lead to sales over time if nurtured properly.

Target Relevant Audience

The more you're able to home in on your target demographics and reach relevant customers; the more effective your marketing will be. You can target customers based on their age, location, and even browsing history through digital marketing. It means that you'll be able to create content that applies to each customer group that you wish to reach. By creating personalized experiences, your digital marketing strategist can help you engage consumers on an emotional level and increase brand loyalty over time.

Increase Local Reach

Most people search for nearby stores, businesses, or services online before visiting them physically. Digital marketing strategies like Google My Business (GMB) allow your business to get more exposure online and reach potential customers in your area. By implementing an effective local SEO strategy , additionally, you can ensure that your company appears at the top of local search results for relevant keywords. This will help you get more foot traffic and expand your customer base locally and increase your store visit sales, conversions, and revenue significantly.

Increase Customer Engagement

Consumer behaviors are ever-changing, and so are their expectations. It's not just about a product or service that they are purchasing, but they want to be engaged in the company's activities as well. A constructive digital marketing strategy allows your business to put its best foot forward and engages prospects by sharing engaging, informative content across multiple platforms. In addition, investing in chatbots or AI-based assistance enables you to instantly respond to your potential customers' queries and help them with their buying process.

Your digital agency can also send personalized offers or engage them with interactive surveys to boost your revenue and foster a strong relationship between your brand and customers.

Get A Competitive Advantage Over Competitors

Digital presence is not an option anymore; instead, it has become essential for every business today. Those who don't have an online presence are considered outdated and dubious. Before doing business, your clients want to learn about your products or services from your site or social media platforms. By introducing a digital strategy into your marketing mix, you can easily reach out to millions of potential customers worldwide. And, if you have an idea of both traditional and digital marketing, you have a competitive advantage over other businesses that haven't adopted this trend yet.

Increase Sales & Conversion Rate

Digital marketing allows businesses to target potential buyers based on location, interests, purchase history, and browsing behavior. With targeted ads, you're more likely to attract interested buyers than traditional advertising methods.

For example, suppose your target demographic is millennials. In that case, digital marketing gives you a perfect platform for connecting with this generation through social media and search engines like Google, which has a high percentage of millennial users.

Boost Your Profits and Revenue

While increasing sales is one particular way digital marketing boosts your bottom line, another way it does so is by making your existing customers more profitable. For instance, if you use email marketing to send coupons or other incentives to customers who have purchased from you before, there's a good chance they'll return and make another purchase. As a result, it can lead to greater profits and higher ROI.

Save Money On Overhead Costs

Investing in digital marketing enables businesses to save money on overhead costs, such as print advertising, television commercials, and radio advertisements.

Conclusion

The world is moving towards digitalization faster than ever before. With the advent of online shopping, social media, and countless other digital channels, consumers now have more power than ever before. As a result, your digital marketing strategy needs to evolve as your business evolves to thrive - or even survive - in today's economy. Without a well-designed strategy, you will not only get left behind your competitors but also miss out on endless business opportunities in terms of customers, sales, and ROI.

If you're looking for an experienced digital marketing agency or strategist in Atlanta to market your business or generate quality leads, WSI Biggs Digital can help! To learn more, call 404-682-2991.

Google's Exciting New AI Model

mishlei.inc@gmail.com (Kelly Biggs) — Wed, 30 Mar 2022 11:43:29 GMT

Bye-Bye Bert, Hello Google MUM

If you've been keeping up with the latest advancements in artificial intelligence, you'll know that Google has been making some major changes. Late last year, the company announced that it was retiring its BERT model in favor of a new AI system called MUM .

While BERT (Bidirectional Encoder Representations from Transformers) was great for understanding natural language, MUM (Multitask Unified Model) is designed for more complex tasks like image recognition and machine translation. Google has been testing MUM for a while now, and the results have been impressive. So far, MUM has been able to outperform BERT on several different tasks. It's clear that Google is serious about AI.

History of BERT

BERT was a game changer for search engines. It was the beginning of moving on from traditional keyword-based searches to more complex search queries that could identify entities and relationships between them. This helped to provide more relevant search results for users.

BERT helped to improve the accuracy of search results and was a major step forward in search technology and it’s likely that BERT will continue to evolve and improve over time.

How is MUM different from BERT?

MUM is a more advanced version of Google's previous AI model, Bert. MUM can read and understand human sentences better than Bert, and it can also generate responses based on what it has learned. This could be useful for tasks like responding to customer service inquiries or automatically filling in forms.

The goal of MUM is to make Google's search results more relevant for each user. According to Google’s product update in May 2021 , MUM uses the T5 text-to-text framework and is 1,000 times more powerful than BERT . MUM stands apart from BERT in the following categories:

Has a multimodality feature
Breaks down language barriers
Handles complex/nuanced searches

MUM’s multimodality feature is unique because it allows users to combine text input with images. This is important because it means the search algorithm understands not only text but also videos, images, and audio files. This is important because it helps people find the information they need more quickly and easily. In today’s world, we rely on visuals to communicate, and MUM’s multimodality feature allows us to do that effectively.

MUM delivers answers from search results that are originally in other languages. This is done by using the power of artificial intelligence and machine learning. MUM is able to remove language barriers by delivering answers from search results that are originally in other languages. This makes it possible for businesses to compete globally.

When searching for a specific result, Google found that users typically searched with 8 different variations to deliver the expected result . A result that’s similar to the one you would expect to receive from an expert. MUM aims to address that problem by delivering results that are closer to understanding user intent.

How Will the Google MUM Change Content Strategy?

One of the main goals of MUM is to improve the quality of search results. It will use a variety of signals, such as how often a particular result is clicked on, to determine what content to recommend.

This could mean that some websites that currently appear first in Google search results will shift down the page or may no longer be the best option for users. So, Content Will Still be King.

Businesses should consistently check desired key word results to see what content Google ranks and make appropriate changes to their content strategy. They will want to include videos with text and relevant pictures that are optimized to Google’s search engine to appear in multiple places on SERP results.

In conclusion, the first features of MUM have already been implemented by Google, but further features will be rolled out within 2022. The multimodality functionality will first be available for images and text, and later on also for speech and video.

In order to stay relevant, businesses should be prudent and stay ahead of these changes and update their marketing strategy accordingly.

The Best Time-Saving Tools for Small Business Owners

mishlei.inc@gmail.com (Kelly Biggs) — Wed, 26 Jan 2022 04:43:17 GMT

Time is money. Here are time saving tools that our agency can't live without.

Let’s face it, as a small business owner time is a limited commodity. Anything that can save you time, means that you have more precious minutes that you can spend growing your business. In this blog, I will discuss Six Time-Saving tools that we use for our agency.

Project Management

A common mistake made by solopreneurs and salespeople, in general, is that they spend too much time focusing on new clients. They often get excited about bringing on and supporting the new client that they abandon lead gen activities. Neglecting lead gen will result in less than stellar sales results.

Having over 25 years of sales experience, the bulk of which was at IBM should come as no surprise as a process person. When you sign a new client, there are repeatable tasks that you can set up a process for that will save you time.

It is critical to show appreciation to your new client and offer them the very best customer service. These steps are the same for every new client. To save time, capture the steps so that you can ensure a fail-proof on-boarding process for every client.

For example, here are some steps you might take when bringing on a new client:

· Welcome letter

· On-boarding documents

· Invoicing

· Next steps

Your team needs to understand where you are in the process, even if you are a team of one. Asana is our pick for project management tools. It allows you to see several views of your project. Members can comment and you can assign due dates.

It also helps when you are onboarding new employees. It allows them to understand expectations and illustrates what is expected of them. Asana provides the foundation for a tremendous employee-employer relationship.

Social Media Scheduler

Getting brand awareness is vital for many small businesses. Social media provides a great avenue to do so. But creating a solid social media presence requires consistency. Try using a social media scheduler to save time and post your social media in advance.

One of the best apps to manage posts for your company is Buffer . It can help ensure that you have a steady stream of content that your followers can view without the risk of erratic periods of inactivity. We use WSI Social to manage ours (pictured above).

These tools not only schedules posts but allows you to look at the analytics so that you can determine which posts are getting the most traction.

Social media schedulers can free up time so that you can concentrate on o ther work

Content Creation

Social media scheduling is the perfect segway to Content Creation. Here’s some good news! You don’t have to be a graphic designer to create compelling social media posts. There’s an app for that!

I recommend using Canva . Canva is one of the best apps for social media. It has everything you need to create engaging, compelling, and creative social media posts at the touch of a button. They have pre-made templates in which you have to add your chosen images to make your posts in various sizes for different social media channels.

There are templates for Facebook, Twitter, LinkedIn, Pinterest, Google, and Instagram. Within these templates, you can change the text, add quotes, rearrange the layout, add your company logo if you’d like, and add your company colors. You can even resize your pictures yourself. The site is easy to use has professional quality. You can do a lot with Canva, even with the free version. It's Canva for the win for me!

Video

It is no secret that video content is on the rise. And while you may not be a videographer, it can save you time. If you need to explain something in-depth to a client but can’t find time on the calendar, a video can be your best friend!

Our preference is to deliver proposals face-to-face or over a Zoom call. But when we can’t make that happen, we will send a video over to walk our client through the document. And they love it! Our tool of choice is Vidyard . With the free version you can send the link with a thumbnail picture or a link. You can choose to share your screen only or have a video of you talking beside the document. This is a sneaky time-saver that will set you apart from your competition.

Email Automation

Trying to grow your business exclusively through one-to-one email exchanges is time-consuming. However, leveraging email automation is the most efficient technique possible to save time.

Most small business owners can automate their email campaigns with a platform like Constant Contact or vbout . These platforms allow you to send the same email to different clients. Some examples of use cases are:

· Create a sales funnel for those taking action on your website.

· Send a happy birthday email to existing customers.

· Remind an existing client to renew or show them a different product or service.

Creating email automation take time upfront, but the systems take over after you set up a sequence. Setting up email automation ensures business owners only spend a fraction of the time they would be communicating manually, which means you’ll have more time to put into other important tasks that will help them grow.

7 Ways Grow your Law Firm with Digital Marketing

mishlei.inc@gmail.com (Kelly Biggs) — Fri, 17 Dec 2021 15:10:31 GMT

#6 Might Surprise you.

Small law firms are struggling to compete with their bigger rivals today. Growing your law firm with digital marketing is an effective way to gain clients, develop loyal customers and improve revenue. This blog will be looking at the essential parts of digital marketing that you can leverage to grow your business. Here is the list; #6 might surprise you.

1. Build out your buyer persona

2. Create a responsive website

3. Don't confuse conversions with new clients

4. Keep your Google Business Profile up to date

5. Get Google Reviews

6. Check out Local Services Ads

7. Get listed in law specific directories

Let's discuss each topic more in-depth.

1. Build out your buyer persona

Growing any business is challenging. It is tough when you love your craft but have not received formal business training. No worries, we have you covered. All good marketing starts with your customer in mind. Think about your most valuable clients. These are the ones you want to attract to your business. Every potential client will have different motivations for selecting your firm. There are many lawyers from which to choose. But the one that resonates with the client will win.

So how do you create a buyer persona? You'll want to consider demographics such as age, gender, and occupation. But you will also want to consider psychographics like interests, values, and attitudes. It is critical to spend time thinking about your most valuable clients and segmenting them into two-three buyer personas that you call by name (internally).

Once you have determined who your personas are, you will want to focus on why they are in pain and how you can alleviate it. This step allows you to develop your marketing messages, and it will be the foundation of your marketing efforts.

2. Create a responsive website

Your website is the cornerstone of your digital marketing. Think of it as your office building. It is your chance to make an impression on potential clients. Even the ones that come in as a referral will visit your website. If you haven't upgraded your website in a while, now may be the time to do so.

But before you make any changes, let's discuss what we mean by the term "responsive website." Responsive web design solutions allow law firms to manage a consistent presence regardless of your potential client's device. This means that your website will look proportionate regardless of which screen they view your content.

In 2019 mobile searches overtook desktop searches, according to Google. If a potential client has a bad experience while interacting with your firm when using a tablet or smartphone, that will result in lost business. In addition, Google gives preferential placement to mobile-friendly websites , so if you want to see your site in Search Engine results, having a responsive website is a must. It also increases the likelihood of the site visitor calling your firm for an initial consultation.

3. Don't confuse conversions with new clients

It is easy to get frustrated with marketing. You invest time developing your personas and creating the perfect website with the proper call-to-action. But you haven't landed a single client. The goal of your website and marketing, in general, is not to get you additional clients…immediately.

Only 8% of those who visit your site will be ready to sign a contract immediately. So, what about the other 92%. You will want to focus on both groups. Sure, close the 8%, but have a plan in place for the other visitors. This is where conversions come into play. It is also where so many lawyers miss the mark. When someone visits your website, you want to focus on conversions.

You'll want to create some value exchange in which you and your potential client get to know one another. If visitors might think they need your service but aren't sure. Provide them with FAQs (frequently asked questions) of other clients. We advise that you not give them all the answers but give them enough to get comfortable with you and your style.

Another way to convert a potential client is to invite them to download a checklist in exchange for their email. Think about their pain and what they need to know right now. Give it to them; the first person that adds value to a potential client typically wins. They will remember you provided them with the checklist (because your firm's name is in the footer). Be sure to measure conversions by using Google Analytics. You can see which conversion tactic works best to create more of the same type of content and ultimately win more clients.

4. Keep your Google Business Profile up to date

Google allows you to list your business using Google Business Profiles (formerly Google My Business). We discussed earlier how your website is your virtual office front. We want you to think of your Google Business Profile as your business card.

If you haven't done so already, register your firm here . This is a free service by Google that increases your marketing efforts. It also allows you to manage your Google Search and Google Map information. You'll want to ensure that your listing is up to date and filled out completely so that it is optimized to appear in searches.

Your Google Business Profile is the #1 Ranking factor for appearing in Google Maps. Google wants to deliver the best content to those searching for your services. When you've taken the time to fill out your Google Profile, you are signaling to Google that you are legitimate and trustworthy. As a result, Google will rank you higher than competitors that have not updated their listings.

Pro tip: Add pictures and post to your listing – shoot for one-two a month. You will see an increase in your organic traffic.

5. Get Google Reviews

While we are on the topic of being trustworthy, let's talk about Google Reviews. Here are some stats you should know :

· 90% of consumers read online reviews before making a purchase

· 79% of people trust online reviews as much as personal referrals

· Google is the most popular online review 59% of consumers use Google Reviews

In the field of law, having an excellent reputation carries weight. Good reviews can do a lot to establish a solid digital presence. Here are a few more reasons reviews work for law firms.

· Social proof. Knowing that other clients used your service and were willing to review the quality makes them want the same results.

· Trustworthiness. It's one thing for you to say how fantastic your service is. But seeing multiple reviews from actual clients is the best way to show that you are reliable and that potential clients can trust you.

· Influence decisions. When clients are on the fence about moving forward, they rely on customer reviews to make the final decision.

Having solid reviews about your firm can swing the odds in your favor.

Commit to putting a program in place to ask for reviews because unhappy clients won't wait for the ask. They typically write reviews before you realize it, and then you are in damage control. Here are a few things you can do.

· Ask for the review, it may seem uncomfortable at first, but it gets easier with time.

· Make it easy, provide them with the link to your Google review.

· Respond to ALL reviews within 24 hours

6. This one may surprise you. See if Local Services Ads are suitable for your firm

Local Service Ads is not a widely known marketing tactic. It was originally created for the Home Services Industry, and because of its success, Google expanded its service offerings. With Local Services ads, you appear in the "zero position" of Google. That's the session ABOVE paid ads.

Unlike Google Pay-Per-Click ads, you only pay for actual leads that call your firm! You control your ad spend by determining the types of calls you want to receive and how much you want to spend monthly.

If you think this might be right for your firm , you will want to take the following steps:

i. Check your eligibility

ii. Get screened

iii. Set your budget

iv. Optimize your Ad profile – add pictures

v. Set your hours

vi. Answer your calls – Google puts a priority on responsiveness.

7. Get listed in law specific directories

Getting listed on lawyer-specific online directories is a must to increase your online visibility. The good news is that online directories have evolved from listings to lead sources. You can position yourself against your competitors and drive traffic back to your website.

Here are the top free directories we suggest that you get listed today:

i. Bing Places

ii. Avvo

iii. Justia

As you can see, there are a lot of different options you can take to grow your law firm with digital marketing. We hope this blog post has been helpful in that regard. If you have any questions or concerns about digital marketing or any of the ideas in this article, please do not hesitate to contact us at 404-682-2991. Thank you for reading and good luck with growing.

Web Trends To Watch for 2022

mishlei.inc@gmail.com (Kelly Biggs) — Mon, 29 Nov 2021 00:15:10 GMT

Staying ahead of marketing trends can be the edge you need to beat out your competitors. This blog discusses upcoming web trends we are seeing for 2022.

Dark Mode

Dark Mode is a popular option on smartphones and other devices. It is a setting that allows you to change the color of the screen from a bright, white hue to a dark, black hue which saves battery power and reduces eyestrain. It also makes it easier to view content on your device at night or in low-light conditions.

The latest and most recent study on all kinds of display reveals that 8% of users do not use any form of Dark Mode display in browsing or apps. There is no doubt that this number is going to grow in the future. Make sure you take advantage of this trend and add dark mode to your app or website design. Here are a few Dark Mode Design Tips that you can leverage for your website.

Experience becomes a Core Ranking Factor

Let’s focus on the difference between the two terms. “Experience” refers to your website’s loading speed and your Page Speed Score. “Core Ranking Factors,” refers to the signals that Google has always weighed among its ranking factors. This includes things like authority, relevance, and freshness (which you can enhance through your content marketing efforts). To learn more about Google's Core Web Vitals check out our blog.

The term “experience” is not new to SEO. Websites that provide the best experience for users will rank high. Sites can do so this by receiving links from sites high-authority sites.

Local SEO

Consumers are becoming conditioned to modify their search with phrases such as “near me” or “close by”. According to HubSpot, 46% of all Google searches are driven by location. Local SEO is a way for small businesses to increase their visibility on search engines. It’s important for local businesses to have a website that Google can easily crawl and index.

Small business owners should leverage Local SEO to ensure your business is found by your most valuable prospects and customers. Google is constantly changing and adapting its algorithm to deliver better search results. Local SEO is one of the strategies that small business owners can use in 2022 and beyond. Download our free eBook here.

Dynamic Website Content

A Dynamic website can adjust information displayed as well as change the experience for users based on external factors. It does this through an ever-changing, data-driven system that identifies patterns such as user interests and behaviors to provide content at just the right time.

A great use case is having a unique experience for visitors that return to your website, resulting in a unique experience for your audience. Another example of a dynamic content website is Google's Dynamic Search Ads. This is an advertising tool that enables marketers to manage ad campaigns on Google Search with automatic bidding adjustments in real-time.

Video Content

The final website trend to watch is the rise in the use of video content. Video is becoming more of an important part of web design. Websites are using video content to communicate more effectively with consumers and this is becoming more important for businesses that want to create customer connections online.

Adding video content into your website will increase the visibility of your site on Youtube, which is the second-largest search engine in the world, following Google.

Here are some tips on how to use video:

Interview existing employees to recruit talent
Showcase product features by using explainer videos
Encourage customer testimonials by interviewing them and presenting their stories

5 Landing Page flaws that Ruin Sales

Thu, 30 Sep 2021 15:09:00 GMT

Business owners are always trying to find new and innovative ways to attract new leads. Creating landing pages that covert will attract more visitors and grow increase sales. Landing pages are the most critical aspects of a website.

These are essentially sales pages that a visitor sees right away after landing on a website. If this sales page is not designed correctly, it can hurt the brand instead of helping it.

This blog identifies five common flaws in landing pages and how to avoid them!

1. Slow Load Time

The length of time it takes for a website to load is called the ' load time ' When visitors wait more than three seconds before seeing the content on your web page, they will then move on to other websites.

Many factors can cause slow load time. For example, your site could be too heavy with graphics and images, which slows down the processing speed of your page.

Most people think that loading speed does not affect conversion rates or user engagement. But, in reality, it affects both of those things significantly. It is directly related to how much patience the visitor has with waiting for your site to load.

2. Too Many Distractions

The landing page is the first point of contact for potential customers. The goal of the landing page is to convert visitors into leads or customers. It should be designed with conversion in mind, and it should be clear and concise.

A common flaw with poor-performing landing pages is increasing distractions, making it difficult for people to focus on one thing at a time.

Many landing pages having too many widgets that move things around, chat boxes, promotional pop-ups, and too much movement. All of these elements make it difficult for potential customers to focus on what they want or forget why they came to the page in the first place.

3. Poor Mobile Experience

Mobile devices have become a vital part of our lives, and users won't put up with bad experiences on the small screen. They want to be able to get things done quickly and easily, whether that's booking a flight, checking the weather, or searching for a product. And if they're not able to get these things done, we get frustrated.

That's why it's essential to ensure that your website can be viewed properly on mobile devices.

If your landing page is not mobile-friendly, it will harm your conversion rates. Mobile phones now make up more than 50% of internet usage and are projected to grow to 80% by 2020. Failure to create a mobile-friendly page will only risk your customers' chances to convert to your product or service.

4. Visualization

Visual storytelling can increase conversion rates as it is more appealing and engaging, but images and text must be relevant and attractive. The pictures must tell a story pertinent to the one discussed on the landing page. Avoid using generic stock images or irrelevant images on your page.

The following are some general guidelines for creating compelling visual content:

Use straightforward typography on the mobile screen but keep the font size small. This will maximize legibility and readability on small screens with smaller displays.
Include some text on the images for added context.
Create high-resolution images to be displayed in full detail on any device without pixelation or poor-quality images.
Keep the image size proportional to your phone's screen size, so it is not difficult to see what you want to see while scrolling through your feed.

5. Call To Actions(CTAs)

Call-to-actions (CTAs) are a vital part of any landing page, and the best ones encourage the visitor to take action. This could be signing up for a newsletter, filling out a form, or subscribing to a blog. It is your way of telling the user what to do next to stay engaged with your brand.

For a CTA to be effective, it has to be relevant and compelling. It must fulfill those two criteria because if nothing is exciting about the CTA, people won't click on it, and if there's nothing relevant about the CTA, people won't care. Here are some other CTA Tips .

If your designed landing page has the above flaws, your customer will leave your site. If your landing page has none of these flaws, your customer will stay and complete the desired action. So don't make the mistake of having your customers leave your site. Start using these five tips to make sure your landing page is designed for success.

5 Ways to Digitally Transform Your Business

Sun, 28 Feb 2021 00:00:00 GMT

2020 was a monumental year. The consensus is that in many ways, it accelerated the inevitable. That was very true in the digital. Having a digital presence quickly moved from a nice to have to a need to have.

Maybe you found yourself in that position. You were ready to start your digital transformation journey. Then once you started, the road was daunting and overwhelming.

Here are Five Ways to Digitally Transform your Business

1. Attract Prospects with Inbound Marketing

To have a great digital marketing strategy, you MUST begin with the user journey . That journey starts with strangers who are not aware of your brand. Your challenge: should you choose to accept it, is to attract strangers to become prospects.

How do you do this? So glad you asked. In the world of digital, you use Inbound Marketing tactics. Inbound Marketing can be in the form of Social Media , Paid Advertising , SEO , or Content Creation. The goal is to move them to Step 2 .

2. Convert Prospect to Visitors with Conversion Tactics

Most people post to social media without thinking about the "end game." Don't be most people. Time is money. If you are taking the time to post to social media or create a website, decide in advance what you want your visitors TO DO.

We call this your "call-to-action" of CTA for those who like acronyms. Think of this as how to get customers into your lead funnel. Popular call-to-actions are "call for an appointment," "schedule a free consultation," or "click here for a free offer."

During this stage, you want to get your visitors into your sales funnel so you can begin nurturing them.

3. As visitors become leads, you want to close

In my opinion, the sales funnel is the holy grail of the pulse of your business growth. Addressed and monitored correctly, it will tell you a few things:

Do I have a lead gen problem?
What is my average sales cycle?
Are my salespeople meeting with clients?
Do my salespeople need more training on closing tactics?

These insights come with automation tools. I suggest having one for email automation to generate marketing qualified leads that turn into sales qualified leads. Email automation tools can also nurture existing clients.

Once a lead becomes qualified, you will need a good Customer Relationship Management (CRM) tool. This tool allows you to gain a concrete understanding of your sales process.

4. Delight your customers

When you think about it, it takes a lot of time and money to acquire a customer. So it's essential to keep them and turn them into raving fans. Make sure that your customer experience is stellar. How do you do this? ASK

There are several digital tools you can use to gauge customer satisfaction. Before selecting the specific tool, Set a reputation management strategy. No one wants to hear bad news, but people are more likely to share a bad experience than a good one.

Having a system that reminds customers who were delighted by your service is not only good business practice, it will likely bring in those coveted 5-star reviews and testimonials!

Bad reviews present an excellent opportunity for your business as well. You can identify potential process or personnel problems and address them sooner rather than later.

5. The final step is to measure performance

I often use this as the first step with my clients. I love using a data-driven approach to understand what's going on from a digital perspective. Data can tell you who is coming to your website, if they are getting value and how often you are converting.

Data lets you know what's working and, more importantly, what's not.

Conclusion

Having a well-thought-out digital marketing plan will make you the obvious choice for potential clients searching for your goods or services online. To learn more on digital transformation please view the webinar below.

A Digital Marketing Guide to Getting Online: Part Three – Audience

Mon, 31 Aug 2020 18:12:00 GMT

So you have an Online Store – now what? The adage “Build it and they will come” doesn’t work when talking about websites, as we talked in part one and two of our blog series.

So you will have to invest at the correct level to drive traffic and for many brands or retailers that translates to maybe 8-15% of revenue – it depends on the market, product, and how established the business is.

The trick will be to develop a marketing blueprint that builds your organic traffic, forms your loyal customer base while also funding new customer acquisition through paid advertising.

Use Analytics to Understand the Value of Your Sales

Assuming that you have correctly set up your web analytics , then the starting point for this process is to understand the value of every sale. That means looking at both revenue and margin, or the lifetime value of every new customer, as that tells you what you can afford to spend to acquire that sale.

When you know the cost per acquisition, you can determine what sort of return you need from each of your marketing investments. For eCommerce sites with large catalogs, you need to understand this at least at the product-category level but preferably at the individual product level.

I frequently meet clients who have then put all their advertising activity into one channel, either Facebook or Google Paid Search, for example. For smaller clients, that might be ok due to limits on the available budget to invest, but for most cases, it takes a mix of different channels – to arrive at the most optimized solution.

When you have multiple campaigns in the market, then it is increasingly important to understand how they interact with each other, this is called attribution. Up until recently, most analytics gave all the credit to the channel that created the last click before the customer purchased. In reality, a customer might have seen a Facebook ad after opening an email and then did a Google search before purchasing.

So it’s essential to understand attribution modeling and how to use it between your different channels. But don’t make it over-complicated, good enough will do in this case.

Those familiar with the traditional marketing funnel will tell you that people go through three phases

Awareness where they learn about your Brand/Store
Consideration – where they engage with your Brand/Store
Conversion – They purchase from your Brand/Store

So your campaign planning should account for these three stages. Each business will have a different set of priorities at different times, and the campaign plan or marketing blueprint needs to adapt to those priorities.

Here are some general guidelines and thoughts:

Make sure you are at least capturing any business that already exists out there for you.
Ensure your site is optimized for Generic Search engine traffic because, in almost every case, I have seen this is the best converting traffic you can get.
This optimization is always a long-running project, but this cannot be overlooked.

Use Google Paid Search as an Interim Strategy

SEO takes time to build traffic, so in the short term, to drive immediate traffic, you should use Google Paid Search . However, this can be expensive in the early days of a store – so your first objective should be to develop a campaign that at least breaks even in terms of cost versus revenue generated.

Once you have achieved that, then you can start to expand it out and scale it up. Initially, you will need to decide a budget that you can afford to invest as a two to three-month discovery project. It needs to be big enough to deliver you at least 1000 clicks. If you cannot get to that breakeven point in the first three months, then pause it to return to it at a later stage. You may need to address the conversion rate of your site to improve the return, but at least you will have more information about what people are searching for.

Alternatively, you may need to use Google Search and Specific landing pages to focus your effort on selling a particular product or category at the right time – especially if there is some element of seasonality to some of your product sales.

Quick Tip – for seasonal campaigns, build SEO friendly Campaign pages and never take them down (you can remove them from your general site navigation) once the campaign is finished. Update and refresh them so next year they will have built up additional SEO equity and traffic.

Email marketing is the next priority, and there are three things to ensure:

Make sure that you are growing your subscriber list through unobtrusive eMail capture like exit intent forms.
Build a content plan that engages your audience and is not just a series of promotions and discounts.
Segment your list to send the right content to people who have not bought from you versus those that have.

To grow your business, you either need to find new customers, have your existing customers buy more frequently, or increase the average amount that they spend. Finding new customers tends to be more expensive than nurturing those you already have – which is why email is so important.

Grow Your Email Subscriber List

Exit intent banners are critical to growing your email subscriber list. Don’t annoy customers by presenting them with a popup when they reach your site, but rather when they are ready to leave and have not bought something. Use that time to capture their emails in return for some content of value or interest to them. It costs you money to get them to your site, so don’t let them leave empty-handed if you can avoid it. Make sure someone in the team has responsibility for driving this cadence.

Once you are capturing those customers who already know you and are most likely to purchase from you, your attention can move to how to build awareness of your store and brand. Here the KPIs are slightly different. You want to reach as many people as possible in as affordable a way as possible. You have to remember that generally, people need to see between 4 to 8 ads before they will engage at all with your store. This is where we would typically use Facebook, Youtube, or Programmatic Display to grow the visibility of your brand.

Your Facebook campaigns should start with the mission to introduce yourself to your audience. The creative needs to be ‘thumb-stopping’ and educational. This is where the short-form video is essential. It gives you the ability to talk about what you do and, more importantly, why you do it and why the person watching this should buy from you – selling a specific product comes later.

Don’t Forget About YouTube

YouTube is another generally underutilized platform, especially as viewing habits change among younger demographics. Platforms like AdRoll will also help in terms of prospecting for new audiences that are of similar intent to your currently converting customers (but it does need a reasonable amount of data to perform successfully and, of course, another pixel installed).

Retargeting campaigns become vital as you begin to grow your audience – this is how you get a return for the awareness building activity you are doing. You can retarget your Facebook traffic and your website traffic – form an eCommerce perspective.

Build out creative products based on categories that you can then use to convert customers, or you can show to segments that purchased one type but not another. You should also consider how you are going to remove purchasers from your retargeting audience. There is nothing more irritating than an ad following you around for a product that you have already bought. With a little bit of work with your audience definitions, you can avoid that happening.

Conclusion

So there are two things you need to take away. Firstly, if you are running an eCommerce store, then you have to invest at the right level in demand generation activity to be successful. Secondly, there are always more things to do than you or your team can reasonably take on in one go. You need to develop the right Digital Marketing blueprint that recognizes your ability to invest in these tactics. Generally, this is a balance between time/speed and money. The more budget you have available to spend then the faster you can go.

If you start by understanding the required economics of your campaigns in terms of where your break even point is, then you have an excellent starting point. That way, you know you are never wasting a budget.

Having a blueprint to follow and a partner who can look over your entire spectrum of digital activities and help you develop that blueprint is essential. Growing and scaling an eCommerce business is something that has to improve every day. Just when you think you have it cracked, something will change in the environment – a new competitor will emerge, someone with insanely aggressive pricing will try to buy market share, the product tastes will change, and so on.

You are open to more outside influences more quickly in the online world. Understanding your roadmap, interpreting what your data is telling you, and making the right changes are all part of the journey. Digital marketing is an exciting space, exhausting at times, but exhilarating when you see the successes.

A Digital Marketing Guide to Getting Online: Part Two - Technology

Mon, 17 Aug 2020 18:04:00 GMT

In this second post in the series about getting online (you can find the first part here!), I am taking a look at the technology platforms and decisions you will need to make as part of that process.

PLATFORMS

You might be surprised that I didn’t look at this first, but in truth, you want to run a business, not become an IT or digital marketing expert. IT will become a more significant part of your world as an eCommerce operator, but if you don’t get your strategy and mission correct first, and have good content, then no platform will save your enterprise.

Thankfully, the technology part has become a lot more comfortable in the past couple of years, with the advent of several cloud-based services that take away the hosting, security, and maintenance headaches for you. In truth, any of the platforms mentioned in the graphic above will do the job for you. I’ve also just started to help a small operator whose store is built on WIX, and while it might be restricted in some ways, it was more than fine to get up and running.

Your eCommerce platform needs to do the following things for you:

Content management, including product and non-product content
Product search (Amazon has taught us to use the search box, not the navigation)
Provide shopping cart capability
Product and Inventory management
Pricing Tools (including discounts, offers, and promotions)
Payment Systems Integration
Order Management
Integration with shipping and other providers

BigCommerce vs Shopify

If you have invested a lot in your current website design and content, and it is on WordPress , then WooCommerce is a plug-in works very well. There are lots of developers and add-ons out there that will help you get that integrated, and up and running quickly.

However, my preference at this time is for a SaaS-based solution for the simple reason that it should remove a lot of the hosting, backup, and maintenance headaches for you. Hosting performance and page speed is one of the critical things impacting your conversion rate.

So I would typically recommend either Shopify or BigCommerce as a platform choice. There are plenty of reviews on the web comparing both platforms, so I won’t go into all the details here. Still, the differences and advantages of either platform are minor enough that in the end, it may come down to what your Web Developer partner is familiar with or indeed your personal preferences.

Be careful when looking at the pricing differences as there are differences in transaction fees, sales limits, and what functionality comes included at each pricing tier for both platforms – some due diligence is required.

A couple of reasons you might go with BigCommerce instead of Shopify :

Slightly more out of the box features included in BigCommerce
More SEO friendly especially the ability to generate short URLs
Slightly better GDPR compliance capabilities and Multi-currency options

A couple of reasons you might go with Shopify :

With 200,000 or so stores, it’s the largest eCommerce ecosystem around at the moment. There are lots of add-ons and integrations that solve many of the business requirements you will have down the road
No Sales limits
Integrates into the social media space (this is where it started from)
Probably the cheapest entry point if that is important to you

EMAIL PLATFORM

It might seem strange to elevate email to the same level as the platform decision, but I do count eMail as one of the core decisions you need to get right from the start. The reason this is important is, to build relationships with customers, you need to interact with them regularly, and while social media has its place in this, you will be sending a lot of emails.

The first mistake is to think of email as pushing discounts and offers. Think about it, if a shop assistant followed you around a real-world shop saying nothing other than having 5% of that or 10% off that, you would be irritated, and chances are, you would leave. Email is the mechanism to send content that builds trust and empathy with your store or brand.

Emails need to be useful, engaging, and interesting to your audience – which means that your email platform has to have specific capabilities. Done right, email as a channel, can/should drive up to 30% of the revenue in your eCommerce store. It is still the most affordable and scalable marketing channel available to you.

In order to create effective email campaigns, your platform needs to do the following:

Provide contact tagging so you can create dynamic lists and move people between those lists automatically based on the actions they have taken.
Smart automation of emails and triggers, which sends specific emails when individual pages are visited on your website.
Provide a good email template collection and builder, as well as the ability to test different versions of an email.
eCommerce data integration so the two platforms can talk and allow you to execute the right actions based on data.
Helpdesk integration. Customers expect a seamless experience. Everyone needs to be able to see the entire customer communication context. Customers hate having to repeat information a second time.
Smart send and scheduling options. Different times in the future, for example.

You will also probably need to manage multiple lists and sequences:

Master list of all subscribers
Pre-purchase subscribers
Post-purchase subscribers
Abandoned carts sequence
Lists for offers that users have opted into
Dynamic lists based on audiences from your website

To engage and nurture your customer base, they likely will be getting one or more emails a week. Never overdo it, and make sure the emails are tailored and relevant. To manage that, you are going to need a little help from your platform. While there are tons of them out there, and things like MailChimp work well in a variety of situations, the two that I would recommend are Klaviyo and Active Campaign .

Klaviyo was designed as an email platform to support eCommerce. Still, I also use Active Campaign with several clients as a very affordable platform that is really feature-rich (for transparency, I am an affiliate partner for Active Campaign).

Good content shared correctly via email will have a dramatic impact on your sales performance.

ANALYTICS

The reason eCommerce is different from a traditional business is the level of data and understanding you can develop about your customers. What content do they find engaging? Where do they exit your site? What are the demographics of your visitors? To have this data, you must have Analytics installed, and more importantly, configured correctly. Depending on your eCommerce platform, that can be easy or difficult.

For most people, there is only one game in town, which is Google Analytics. There is no need to look at anything else. While it is frightening for some people, I am still surprised by the number of people I meet with websites and online stores who do not have a good grasp of what their data is, or what it is telling them.

Anyone can get up to speed with analytics and reporting , but be prepared to invest time (and get some outside help where needed) to learn them thoroughly. Being able to pick the right performance metrics, and to make sure you make the right decisions based on reliable data (I talk about the correct KPIs in a different post) makes all of the difference.

At a minimum, you will need to build the right goals and funnels in your analytics application to understand where people are starting their shopping journey, and where they are exiting before completing a purchase. That way, you will understand what parts of your content are not working and what needs to be improved, including the relevant sections of your site.

CONCLUSION

There are many other add-ons and apps that we will look at in the Digital Marketing and Demand Generation. Still, these are the core elements and platforms that you will need to become familiar with to be successful, and the decisions you make on these core elements are essential because there will be significant effort invested into getting this set up correctly and running well.

It is difficult to outsource the operation of these elements to a third party as you have the best product and customer knowledge and, therefore, should be best positioned to make the right operational decisions. Your eCommerce partner should be able to help you interpret the data, help identify the right business priorities, and look after the technical elements for you to help you grow and scale your eCommerce setup.

A Digital Marketing Guide to Getting Online: Part I – Strategy

Sat, 01 Aug 2020 17:59:00 GMT

There is no doubt that these are unprecedented times, and while my grandmother might have remembered the ‘Spanish Flu’ living through a pandemic like this is a new and scary experience. However, if we look at the impact of SARS on consumer behavior in China and AP, then we can get an inkling of what might happen post-COVID 19 – SARS catapulted China forward to be the leading online economy.

eCommerce has been growing quickly and steadily for the last 10 to 15 years as the data from Statistica shows. Still, I believe one of the significant impacts of COVID-19 will be to accelerate that acceptance and growth. We see new groups of people being introduced to doing new things online that they may not have considered everything previously from working from home to online gym sessions to grocery click and collect – and finding that they like the experience.

To me, the questions fall into three areas needed for success:

Business Strategy – Why am I doing this?
The Technology – What platforms and technology are needed?
Driving the Business – How do I get the traffic (customers) I need to be successful?

I’ll return to the 2nd and 3rd areas in later posts, but for now, let us look at the strategy question.

The Business Strategy - How Will I Compete?

As Jack Welch famously said, ‘If you don’t have a competitive advantage, don’t compete.’

Just because you build a website, customers will not just come and buy from it – if only things were that simple and if you are thinking about pivoting towards eCommerce as a short term fix, my best advice is don’t do it.

eCommerce is a strategic shift of behavior, so think about it that way. Traditional retail will recover, but your customers will have different expectations, and what gave you a competitive advantage in the past may no longer be accurate. Conventional benefits like geographic location or pricing are much harder to sustain online than in the real world.

Pricing is very transparent (and expected to be) online, so if your business model is all about hidden discounts or rebates, you might be in trouble. Being the cheapest is not always desirable or necessary, but you do need to be competitive. You need to think differently about what you bring to the table that will encourage people to buy from you if you are an expert in sourcing niche products that is good. If you can use your expertise to help people make the right choices, that is great because often the problem online is too much choice and knowing who to trust. If you provide a niche or specialized product, then even better-this is the channel for you.

Local can still be a good reason to differentiate, but that does limit the audience you are addressing. Your store must talk about who you are as a brand or retailer, what your mission is, what you believe in, and why people should buy from you. If you can’t articulate this, then you will be at a disadvantage. Your thinking needs to change not to where am I located in terms of footfall but who is my audience, what are the problems I can solve for them, and how do I connect to them digitally.

To compete, you must also harness the two-way nature of the Web. Online tools such as social media gives you a different (and sometimes deeper) connection to your customers. A means to connect with them digitally and to understand what they are looking for and what solutions you can provide for them. The best online merchants know that this is a two-way street and use their connected customers to guide their direction and decisions in a way that is much more difficult to do in the bricks and mortar world. Your customer list and the consent you have collected to engage that audience is a real measure of the value of your business into the future. This is important to focus on this in your strategy because it is the only way to counter the reduced loyalty people generally feel online and the fact that there is a world of competition only a click away.

The world is not going to be completely online – so how does your online presence support your Bricks and Mortar store or your sales team in the field? This can be a real concern for businesses and brands. My experience is making sure everyone is in on a standard set of incentives, and pricing is transparent in all channels goes a long way to solving any concerns. Multi-channel works well today.

How Can I Help You Today?

No successful salesperson ever started a conversation in a shop with – What can I sell you? People want help, and they will return to the brands, owners, and retailers that help them the most. The difference in eCommerce is that your digital assets and content are what will help your customers now, not your sales assistants. You have to focus on the problems you solve and the needs you satisfy for your customers and how to do that digitally.

So whether you like it or not, you are now in the content marketing business – for many, this is a new skill set that needs to be learned or acquired.

If you are selling products, you need great product descriptions, features, but also benefits. If you have content showing the product in use, that’s great. If you don’t, consider creating it for your top 20 products.

There are no ifs, buts, or maybes with this. Nothing will sabotage your online eCommerce business quicker than poor product images and descriptions. You, as the business owner, must think about how your team will provide this content and, by the way, increasingly that should be in video format. Some stores report that conversion rate (the ratio of people who purchase a product) can increase by 174% if they watch a product video. I guess maybe those late-night TV shopping channels did sell some stuff!

Business Strategy – The Team

First and foremost, online is still a business, so all of the fundamental business skills around operations, finance, customer service, etc. remain the same, but there are some new ones you need.

It certainly helps to have access to someone who has broad digital experience. Who can help you put all the pieces together? Just like you don’t expect your shopfitter to be an expert in marketing, your web developer may not be the right person to help you drive the business forward. (Don’t get me wrong your web developer is a crucial member of the team – just don’t ask them to do things that are outside their skill range) A highly focused SEO agency will not be able to help with customer proposition or email communications, for example.

As you grow, you can undoubtedly bring specific skills to your team. In the beginning, you probably should engage some consulting help to build the broader roadmap and plan in how you are going to grow and sustain the business. You do need as a core skill a Marketeer or merchandiser who understands your business but don’t expect them to be able to put together and execute the broad range of tactics needed to make this a success.

Analytics and understanding your data will be crucial to success. You can outsource in the beginning to have it set up correctly, but you can not be successful without understanding your data and what it is telling you. So start learning on the job or working with someone that can help you find your feet quickly

Business Strategy – The Economics of Your New Business

Analytics brings me neatly to the final leg of your business strategy. You have to understand the new economics of what you are doing. It used to be the case that people believed that you got a lower price on the internet because businesses did not have all the traditional costs of real estate, staff assistants, or multiple partner margins. While that is partly true, there are a whole set of other expenses you need to consider, logistics/delivery, returns, payments and charge-backs, digital infrastructure costs, and, most importantly, demand generation and marketing costs.

While you may not be paying high street rents and rates for your online store, you are going to have to re-invest a significant proportion of your online revenue into generating quality and converting traffic. So make sure you build out a proper financial plan and P&L that accounts for these elements before you start. Make sure you understand the margins behind each product and how that allows you to scale your marketing correctly. Nothing worse than a nasty financial surprise

Conclusion

I believe that almost every business needs to plan for at least 15-20% of its revenue to come from Online sources as you simply cannot concede that space to your competition anymore. COVID simply increases the imperative to do this.

But there is no magic here. Start by articulating your overall business strategy, how you will compete, how you will build the right team around you for success, and how to finance this correctly. You can start small and slow and grow from there – just make sure you have considered the road ahead.

How The Toronto Maple Leafs Landed John Tavares By Changing Their Brand and Culture

Tue, 01 Oct 2019 10:29:42 GMT

The new season is a great reason to make and keep resolutions. Whether it’s eating right or cleaning out the garage, here are some tips for making and keeping resolutions.

Make a list

Lists are great ways to stay on track. Write down some big things you want to accomplish and some smaller things, too.

Check the list regularly

Don’t forget to check in and see how you’re doing. Just because you don’t achieve the big goals right away doesn’t mean you’re not making progress.

Reward yourself

When you succeed in achieving a goal, be it a big one or a small one, make sure to pat yourself on the back.

Think positively

Positive thinking is a major factor in success. So instead of mulling over things that didn’t go quite right, remind yourself of things that did.

Expert Roundup: How Is BERT Impacting Search?

Tue, 01 Oct 2019 10:29:41 GMT

There are so many good reasons to communicate with site visitors. Tell them about sales and new products or update them with tips and information.

Here are some reasons to make blogging part of your regular routine.

Blogging is an easy way to engage with site visitors

Writing a blog post is easy once you get the hang of it. Posts don’t need to be long or complicated. Just write about what you know, and do your best to write well.

Show customers your personality

When you write a blog post, you can really let your personality shine through. This can be a great tool for showing your distinct personality.

Blogging is a terrific form of communication

Blogs are a great communication tool. They tend to be longer than social media posts, which gives you plenty of space for sharing insights, handy tips and more.

It’s a great way to support and boost SEO

Search engines like sites that regularly post fresh content, and a blog is a great way of doing this. With relevant metadata for every post so search engines can find your content.

Drive traffic to your site

Every time you add a new post, people who have subscribed to it will have a reason to come back to your site. If the post is a good read, they’ll share it with others, bringing even more traffic!

Blogging is free

Maintaining a blog on your site is absolutely free. You can hire bloggers if you like or assign regularly blogging tasks to everyone in your company.

A natural way to build your brand

A blog is a wonderful way to build your brand’s distinct voice. Write about issues that are related to your industry and your customers.

5 Ways to Spice Up Your Video Marketing

Tue, 01 Oct 2019 10:29:41 GMT

Write about something you know. If you don’t know much about a specific topic that will interest your readers, invite an expert to write about it.

Speak to your audience

You know your audience better than anyone else, so keep them in mind as you write your blog posts. Write about things they care about. If you have a company Facebook page, look here to find topics to write about

Take a few moments to plan your post

Once you have a great idea for a post, write the first draft. Some people like to start with the title and then work on the paragraphs. Other people like to start with subtitles and go from there. Choose the method that works for you.

Don’t forget to add images

Be sure to include a few high-quality images in your blog. Images break up the text and make it more readable. They can also convey emotions or ideas that are hard to put into words.

Edit carefully before posting

Once you’re happy with the text, put it aside for a day or two, and then re-read it. You’ll probably find a few things you want to add, and a couple more that you want to remove. Have a friend or colleague look it over to make sure there are no mistakes. When your post is error-free, set it up in your blog and publish.

Why Employees Hide AI Use at Work and What It Signals About Your Organization

How to Handle AI Training When Your Team Doesn't Want It

﻿ Why Employees Hesitate to Use AI Training Programs

What Works When Teams Push Back on AI Training

Risks of Ignoring AI Training Resistance

How to Implement AI Training Effectively

AI Training Strategies for Small Professional Services Firms

FAQ

How long should AI training sessions be?

What if employees refuse to attend AI training?

How do I know if AI training is working?

Should managers attend the same training as their teams?

What if employees think AI threatens their jobs?

What if employees are already using AI without telling anyone?

Why Employees Hide AI Use at Work

What That Signals About Your Organization

Why Employees Hide AI Use at Work

What Current Research Shows About Hidden AI Use

Why Employers Often Misread the Behavior

What Hidden AI Use Signals About Organizational Readiness

What Leaders Should Look For

How AI Training Changes Employee Behavior

When Hidden AI Use Becomes a Real Business Risk

FAQ

﻿

Why do employees hide AI use at work?

What is hidden AI use in the workplace?

How common is hidden AI use in businesses?

What does hidden AI use signal about a company?

Is hidden AI use a compliance issue?

What should companies do when employees are already using AI?

When does hidden AI use become a business risk?

Is Google Still Enough?

How AI and Generational Search Are Changing Where Clients Look for You

How AI Is Changing Where Clients Search

Search Behavior Varies by Generation and Role

Technical SEO Is the Foundation for AI and Google

How to Compete When Google Alone Is No Longer Enough

Test your online visibility

Competing Beyond Rankings

FAQs

Do You Need AI Training for Your Business Team?

Do you need AI training? Only when it’s the right fit.

What AI training for business teams is

Signals that indicate the need for AI training

Where training fits in the decision

What Good AI Training for Business Teams Covers

AI Training Cost and ROI for Business Teams

What influences AI Training Costs

How the Return on AI Training Differs From AI Tool ROI

What to expect

How to evaluate AI training options

AI Training, Job Impact, and Workforce Readiness

Next Steps for AI Training in Business Teams

What Business Owners Should Understand About AI Before Using It at Work

A practical foundation for using AI at work

Why AI Feels Easy to Start and Risky to Use

AI Adds Value After Context Is Established

Where Businesses See Safe Value Using AI at Work

What Happens When AI Is Used Without Context

Why Guardrails Matter More Than Prompts When Using AI

Why Review Is Non-Negotiable When Using AI

Training Should Come Before Advanced AI Use

In Conclusion

How Businesses Show Up in ChatGPT and AI Search Results?

What new search platforms means for your business.

What “showing up” in AI search actually looks like

How ChatGPT decides what to include

Where AI search creates an opening for businesses

What a Professional Website Should Cost in 2026

If you have seen very different website prices, this explains why.

Why website pricing varies so much

How customer clarity affects website cost

Why conversion is a strategy decision

Content is the most underestimated part of website development

How long a professional website actually takes

SEO and technical structure as cost factors

The impact of good user experience and website design

Integrations and functionality that affect cost

Final thought

Why Employees Hesitate to Use AI Training Programs

Do you need AI training?
Only when it’s the right fit.