Content marketing is a strategy in which content is published about a topic to attract new customers or build a following. Using this practice, content is pushed through different marketing channels. This content helps customers know more about the service or product you are offering.
Search Engine Optimisation (SEO) plays a vital role in improving content visibility in the search engines. SEO is a strategy that should be applied in all forms of content marketing, since every website needs text, images or videos.
But how? Let’s find out here.
To build brand reputation - help building links
Great content can help you build trust with your leads and customers. When consumers read your content, they start to develop an opinion of your brand. If the content that they find is engaging, educational and valuable, then they will start to think the same things about your business. The more value you can provide with your content, the easier it will be to build trust with your target audience.
Publishing collaborated content or sharing your content with influencers also helps you further build trust within your target market.
To improve conversion - help increase traffic
Content marketing helps to improve conversions because it allows you to connect with and educate your leads and customers. The main goal of content is to build trust, relationships, encourage conversions by giving consumers the information to make a purchasing decision. Text ranks extremely well on Google, which is why content (and the right content) is so important. The higher you rank, the more visitors you get.
Here’s a tip: Include related Call to Action (CTA) buttons and links on the pages. For example: encourage users to subscribe to a newsletter or find more additional content. Interlinking content is good because the google bots use URLs to crawl and finds more content.
Bring in new leads - new users / traffic
Optimised content - increase chances of ranking for more keywords
Writing more meaningful, or optimised, content is always good for SEO. With this practice, you have the chances of ranking in search engines for more keywords. An optimised article can rank for various keywords.
Here’s a tip: It is difficult to rank on popular keywords like ‘insurance’. Try to select long tail keywords. Example ‘workers' accident compensation insurance’ - there aren’t many firms who are trying to rank for these niches. Learn more about long tail keywords for SEO.
“The only way it improves your SEO is by relating one piece of content to another, and more specifically a group of posts to each other.” - YOAST
Build relationships with customers - increase Domain Authority
Content is where you express the service or the product you are offering. Use more than text to provide good content. Can you create an explainer videos or do you have relevant images will create better content overall. Edits and changes also serve as a freshness factor and help you better your rankings.
Here’s a Tip: Don’t write many articles or pages on the same topic. Try to find a way to combine them and create a concise article. Higher ranks in many keywords, increases Domain Authority.
If you need help with your content marketing strategy, give Perfect Layout a call. Our team of digital marketing gurus are waiting to hear about your business.
Today, 21 March 2019 sees the world celebrate hypnobirthing. Mums, hypnobirthing practitioners, midwives and other health care providers come together to connect, support and share their hypnobirthing stories and experiences.
Here is a message from World Hypnobirthing Day's Facebook group:
There are 3 ways in which you can be apart of this special day:
1. Share the details of this day far and wide so that we can create more 'Hypnobirthing Hype' and awareness.
2. Whether your a Hypnobirthing teacher or a Hypnobirthing Mum/Dad host a 'Hypnobirthing Huddle' and celebrate in style ( that means with cake!)
3. A special recording will be uploaded to this page on the day for you to listen to so get comfy, dim the lights, put on your favorite smell, close your eyes and enjoy. We look forward to celebrating this very special day with you soon and thanks for sharing with your friends,clients and colleagues. World Hypnobirthing Day 2019.
So if you know someone how is pregnant, share this post on this special day and let them know about hyypnobirthing and how it can help them prepare for labour and birth.
Today more than half the media we consume comes through digital channels. Reaching consumers through digital channels offers various advantages and today we will discuss five of those reasons. In 2019, no business wanting to succeed can be without a digital strategy. It should be a fundamental part of all businesses to produce, publish and distribute content which allows them to expand awareness of products and services through digital channels.
It takes money to make money. If you want to expand your brand, increase sales and grow your business fast, then it is important to invest in marketing for it to happen.
Offering a sale during a festive season in a certain area, can be an example of location-based targeting. Example: A Sandwich Bar can post google ads during rush hours to working class people at 4 PM around 6 KM diameter of the bar.
Reason 2 - Visibility in the Online World
All potential customers have moved online where they are actively searching for products and services. Unlike the traditional form of marketing, Digital Marketing has the capacity to reach the right audience and also engage with them in various forms of communications. The more you penetrate online the more you can motivate the customers to take action, which generally leads to a better Return of Investment (ROI).
Nowadays, there are various platforms in which businesses can be listed. Using social media, directory listing services like Google Maps, Trip Advisor and Yelp can help to increase the brand visibility on the internet. Search Engine Optimisation plays a huge role in the organic side of visibility. Placing Ads on Google or social media are other ways to help increase the visibility of the brand.
Reason 4 - Fast, Effective and Low-Cost
Unlike traditional media, digital marketing is able to penetrate the market quicker. Campaigns can be effective when applied with great marketing vision. When comparing costs, it’s more likely to be much cheaper than traditional medians such as directory, print, radio or TV advertising. Businesses can market their services with better effectiveness and at a lower cost.
Reason 5 - Measurable
Digital marketing campaigns are measurable and can be segmented in metrics to create a meaningful output. The output can be further analysed, in order to optimise further campaigns to create more efficient results. Some of the tools used for Digital Marketing are Google Analytics, Google Ads Platform, Facebook Analytics.
An example of how analytics can have an effective impact on a business is demonstrated by this example…A barbershop decides to put a store ad to Facebook. He creates an ad which ran 24h every day. After a few weeks, he looks at the analytics and finds that the peak hour of the clicks in the ads are during the day from 12pm-4pm. Now, he edits his campaign so that the ads run with more budget during these peak hours, and less or not at all outside of these time frames. This way the barbershop used the power of Digital Marketing to successfully give him an increase on his Return of Investment (ROI).
Get in touch you if require help with your marketing strategy by emailing us, or calling 01708 578 015.
Following the marking of International Women’s day recently, we were looking forward to the Your Business Community event celebrating women in business.
Held in Bishopsgate, Liverpool Street, it was the third year that this free event had been run. Its purpose was to ‘recognise the barriers stopping business growth and, importantly, identify how to overcome them’.
With over 50 female entrepreneurs and panel debates going on throughout the day, we knew that this was a ‘must attend event’ and we were not disappointed!
As always, the YBC attendees were really friendly and the conversation over teas and coffees flowed freely.
Business cards were exchanged and questions about the Perfect Layout services were asked.
We sat through four seminars:
Each topic was important and relevant to running your own business. There were knowledgeable women answering questions and pertinent points being raised by the audience.
We never tire of saying how important it is to network. To mingle with like-minded people, form new business relationships and give (and receive) help from others on your business journey. So take the plunge and do something about promoting your brand and services by attending a networking event today!
YBC runs regular meet-ups across the UK, so you are likely to have one near you. Find out where upcoming events are or maybe you would like to become a member…
Every alternate month, Perfect Layout Digital Marketing goes out to local businesses to talk about how business is. The aim is to learn and share with you the personal experiences of these business owners. What is working for them and what they have learned do differently.
Perfect Layout believes that sharing knowledge is a great way to help other business owners develop. We are passionate about promoting the awesome, creative and varied companies that exist right here on our Essex doorstep.
Read our interview with registered baker Priya Shah.
Business name - Buttercup Cakes by Priya
Owner – Priya Shah
Location – Gants Hill, Essex
Tell us a bit about you?
I am an accountant by trade and a mum of a two-and-a-half-year-old boy. I have a passion for baking and sugar work and this has been with me since I was five years old. I used to watch my mum go to classes and at home I would then offer to help her out whenever she would let me. She made cakes as a hobby and often made cakes for friends and family helping her with both baking and sugar work.
How long have you been making cakes?
I have been doing it for the last 5 to 6 years as a hobby; making birthday and wedding cakes for family and friends. After a night out with friends and talking about how I would love to do this as a job, I decided why not give it a go. It was in October 2017 that I became a registered baker. In the past year I have been trying to establish the business as a commercial venture, whilst still doing a full-time job.
How is business going?
Really well. It’s picked up much quicker than I expected it to. It started as a side project and now I am fully booked for the next two months. I now need to work out how I am going to scale the business up.
I know you make celebration cakes, cupcakes and other sweet treats. Do you have a preference?
I make novelty celebration cakes and wedding cakes. I prefer making wedding cakes because of the more intricate sugar work, personalised toppers and figurines. At the moment, I am exploring a wide range of cake styles to discover what I enjoy most.
Have you had any formal training?
Yes. I have been on various courses along the way to practise, learn and enhance my skills. Courses that I have done include flawless cake covering, creating sugar flowers and how to make lifelike figurines for cakes (focussing on moulding and colouring). It’s amazing how quickly you can hone a skill with the right tutoring.
How did you come up with your business name?
Being in a competitive market, it was hard to come up with the right name – I’m still not sure I am there… so many bakers have taken the names that I wanted. I came up with lots of ideas that I tested with friends and family. I wanted something elegant and simple. I also liked the flower theme, because I like the sugar work with flowers. Buttercup is a pretty-sounding flower. It may still change as my company grows...who knows.
Where are your premises?
At the moment, I am doing all of it from home. Hopefully the business will grow soon to the point where I can have my own unit and be able to showcase my work. I would love a bigger kitchen and worktops from which to work from. A domestic kitchen is not quite enough. It would also be nice to separate work from home life.
Tell us about your most challenging cake…what lessons did you learn?
I recently did a scale model of a Routemaster bus, which collapsed twice. These style buses are quite narrow compared to their length. I wanted the bus to stand on its tyres, so it needed a stand that wasn’t visible. It took a while to get it just right. I had to use Dowling rods to secure it. I guess this all comes with practice. One tip I have learned from making cakes is that chocolate ganache is useful to use between sponge and icing. When this cake toppled the cake was one solid piece that simply fell onto the board – a buttercream layer may have been a different story!
What advice would you give to other cake makers and decorators that would like to make money from their creations?
The first cake I ever did for a paying customer didn’t turn up to pick up the cake until 6 hours after she was supposed to.
For those 6 hours I was nervous that I had made a cake for no reason and that the time I had spent and the ingredients that I bought would have been wasted. I quickly learned the lesson to always take a deposit.
I would recommend to learn new skills regularly. Cake trends can change quickly too, so keep your skills up. Stick to what you like doing. Try not be everything to everyone, or you will end up doing work that you don’t enjoy doing as much.
Where do you see Buttercup Cakes by Priya in 5 years’ time?
As a full-time venture. I would love to leave the day job and do this full time.
Do you have a marketing strategy?
No, I guess that is due to the fact that I didn’t expect it to pick up so quickly.
Currently I am posting my cakes onto Facebook and Instagram and a lot of my customers are coming from there, or from referrals. However, as I want to focus more on wedding cakes, I am planning to attend fayres and showcase myself to potential clients in the near future.
How are you using social media?
As mentioned before, I am on Facebook and Instagram and whenever I complete a project I showcase it on there. I am also on local Facebook groups for people looking for this service. It is through these posts, word-of-mouth and repeat business that I get my clients.
Your business is doing well on social media, but have you thought about growing your business with a website?
Only to the extent that ‘yes’ I need to do one at some point. I have spent time looking at other people’s websites and I am working out which style of website I would like to have. It’s my next step.
What programmes do you watch for inspiration?
I love Extreme Cake Makers for inspiration and Bake Off because it is so entertaining.
It’s lovely to see a company form from the very beginning. We would love to catch up with you in a year from now to see how you are doing? Can we?
Yes of course.
If you would like to see more of Priya’s cakes, you can find her on:
Facebook - www.facebook.com/buttercupcakesbypriyas
Instagram - www.instagram.com/buttercupcakesbypriya
You can also contact her to place an order by emailing her at – email@example.com
If you have a business that you would like to feature in this regular slot, why not get in touch? We’d love to hear from you!
Sometimes it’s really important to take a step back from the day to day and take in the world around us. To reflect on the journey of successful people in business and be motivated by their achievements and impact on the world today.
Tomorrow will be Alfred Hitchcock day. A true Essex boy, he was born Leytonstone. His first job in the film industry was as a title card designer and he directed his first film (that was silent) in 1925.
To earn the title of Master of Suspense takes true talent and the films that he directed offered something to the public that was never before seen. He directed over 50 films and 39 Steps (1935) and The Lady Vanishes (1938), are considered to be two of the greatest British films of the 20th century.
His approach paved the way for a new cinematic way of telling a story. His impact on Society, can be seen today through various psychological thrillers that use his camera methods. For example – how many thrillers have you watched that use the camera as though they were a pair of eyes involved in the scene taking place? His creative talent, via his film making, has stood the test time and continue to be popular films that are watched again and again.
Are you the master of your business? Struggling to find your unique selling point? Don’t know where to start in trying to rebrand your product in order to appeal to a different audience?
Looking at things with a new perspective can be difficult, particularly if the niche you’re in has been, ‘done to death’, but it’s not impossible. These days digital marketing means that you can research globally how other people are doing things and gain ideas that will help you crack your local market.
Be the true driver of your business and do something great for your business today! Call us on 01708 578 015 to talk through how we can help you.
Last year we made a commitment to put some of our hard-earned profits, back into the local community. Romford and Gidea Park Rugby Club and Havering Museum became our donors.
Regular readers will know that we are firm believers in giving something back and we try to do this through our regular bi-monthly blog, Interview with… and via the sponsorship of worthy causes.
If you’re unfamiliar with the local area, Havering Museum is a local museum that can be found in Romford, Essex. It is entirely volunteer led and came into existence in 2010. Through the passion and determination of local people it came into creation and today celebrates the history of Havering as well as the past and present successes of local people.
So, if you fancy having a nose and being surprised about the rich history of the Havering area, check out what’s on today.
From sponsoring the mind – we go to the body. Romford and Gidea Park Rugby Club is based in Crow Lane, Romford. It has been there since 1983, even though the club was formed in 1929.
Within the club there are four team categories: Seniors, Minis, Juniors and Ladies. Competitions against other clubs across Essex and beyond are held regularly.
We had the privilege to attend their Christmas dinner last year and watch the First Team play. It was an exciting match and we were pleased to hear that our contribution to the club had helped them purchase extra kit. The comradery amongst old and new players is thriving in this warm and friendly club.
If you are interested in playing rugby for a local team that is passionate about the sport, then this could be the club for you. You can find out more by going to their website or by calling 01708 700521.