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Are your marketing campaigns falling flat? Are your social media posts failing to resonate with your audience? The problem may be that you're not connecting with your audience emotionally. As humans, we connect with stories on a deeper level than we do with dry facts and statistics. This is why storytelling has become a vital component of successful marketing strategies. According to a study by Edelman, 65% of consumers say that brand stories influence their purchase decisions.

If you want to connect with potential customers and drive engagement for your brand, storytelling can be a powerful tool. In this article, we'll share practical tips, stats, and examples to help you harness the power of storytelling in your marketing campaigns.

Know your audience:
Before crafting your story, it's essential to understand who you're telling it to. Who is your target audience? What do they care about? What challenges do they face? Use data to gain insights into your audience's demographics, interests, and behavior. Create buyer personas to represent your target audience and tailor your story to resonate with them.

Structure your story:
A good story has a clear beginning, middle, and end. Start by setting the scene and introducing the main characters (which could be your brand or customers). Then, build tension or conflict before resolving it in a satisfying way. For example, if you're promoting a weight loss product, you could start with a character struggling to lose weight and feeling discouraged. Then, you could introduce your product as the solution and show how it helped the character achieve their goal.

Make it emotional:
Emotions play a crucial role in how we connect with stories. Don't be afraid to tap into the emotional side of things – whether it's through humor, nostalgia, or empathy. One way to add emotion is by using sensory language that paints a vivid picture in the reader's mind. For example, if you're promoting a travel service, you could use language that evokes the sights, sounds, and smells of the destination.

Be authentic:
Consumers can spot a fake story from a mile away. Make sure your story is genuine and true to your brand values. Share stories that demonstrate your brand's mission, vision, and unique selling proposition. For example, if you're promoting an eco-friendly product, share stories about how your brand is committed to sustainability and reducing environmental impact.

Make it simple:
A good story doesn't have to be complicated. In fact, the simpler, the better – as long as it's memorable and relatable. Use language that's easy to understand, and avoid jargon or technical terms that might confuse your audience.

Use visuals:
Visuals can enhance the impact of your story and make it more engaging for viewers. Consider using images or videos alongside your narrative. For example, if you're promoting a new clothing line, you could create a video showcasing the clothes in action and featuring models with diverse body types.

Now that you know how to craft an effective brand story, let's look at some stats that highlight its importance:

According to Hubspot, companies that use storytelling in their marketing see a 2-3x increase in engagement.
A study by OneSpot found that personalized stories generate 20% more clicks than generic content.
In another study by Sprout Social, 62% of consumers said they would engage with branded social media content if it tells a story.

Once you have crafted your brand story, how do you publish and share it? Here are some platforms where you can share and promote your narrative:

Social media: 
Platforms like Facebook, Instagram, and Twitter are great places to share visual content along with short captions that tell a compelling story. Use images or videos to grab your audience's attention and draw them into your story. Make sure to include a call-to-action at the end of your post to encourage your audience to take action.

Blog posts:
If you have a company blog, use this platform to share longer-form narratives about your brand or customer experiences. This can help establish your brand as a thought leader in your industry and build trust with your audience. Be sure to optimize your blog post for search engines by including relevant keywords and meta descriptions.

Email newsletters: 
Share snippets or excerpts from your brand stories via email newsletters as part of ongoing communication with subscribers. This can help keep your audience engaged and interested in your brand. Make sure your newsletter is visually appealing and includes a clear call-to-action.

Video content: 
Consider creating video content such as explainer videos or short films which showcase customer testimonials or behind-the-scenes glimpses into the company culture. Video content is highly engaging and can help you connect with your audience on a deeper level. Be sure to optimize your videos for search engines by including relevant keywords and meta descriptions.

By using relevant stats as evidence for its effectiveness along with publishing platforms like social media, blogs, email newsletters, and video platforms, one can create compelling narratives which will stay memorable amongst customers. 

If you're ready to own your own digital marketing agency by using a white-label like Webware, you are in luck! We offer entrepreneurs who are ready to be their own boss, work from anywhere in the world, and want to make a steady recurring income the solution. Your brand - our brains. Check out our Webware Partners Program here and request a call.

As a small business owner, having a website is crucial to your success in today's digital age. If you don't already have a website, or if your current website is outdated or hard to use, it's time to consider investing in a new one. Here are 5 reasons why your small business needs a new website:

1. Reach a wider audience: With a website, you can easily share information about your products and services with potential customers from all over the world. This can help you expand your customer base and increase sales.

2. Improve your credibility: A professional-looking website can establish your business as an expert in your field, which can help you attract more customers and build trust with potential clients.

3. Save time and money: A website can streamline your customer service process by allowing customers to find answers to common questions on their own. This can save you time and money, so you can focus on running your business.

4. Stay competitive: In today's market, having a website is increasingly important for small businesses. Without a website, you may be at a disadvantage compared to your competitors.

5. Gain valuable insights: A website with built-in analytics can provide valuable data about your visitors, such as where they are coming from, how long they stay on your site, and what pages they visit. This data can help you understand your audience better and make informed decisions about how to improve your website and marketing efforts.

In conclusion, a new website is a crucial investment for any small business looking to stay competitive in today's digital age. With a new website, you can reach a wider audience, improve your credibility, save time and money, and gain valuable insights about your customers. Don't let your small business fall behind, take the first step towards a modern and effective website today by scheduling a demo with Webware. Our team of experts will work with you to understand your business needs and create a website that will help you reach your goals. Don't wait, schedule a demo with Webware today and take your small business to the next level!

Digital marketing is constantly evolving, and as we move into 2023, there are several trends that small business owners should be aware of.
 

Video Content:
One of the biggest trends in digital marketing is the continued rise of video content. More and more businesses are using video to engage with their audience, and this trend is only set to continue in 2023. Whether it's live streaming on platforms like Facebook and Instagram, or creating engaging videos for YouTube and Vimeo, video is a powerful tool for reaching and engaging with potential customers.

Personalization:
Another trend to watch out for in 2023 is the increasing importance of personalization. As consumers become more savvy and more selective about the content they engage with, businesses will need to find ways to tailor their marketing messages to individual customers. This could involve using data and analytics to create personalized email marketing campaigns, or using AI and machine learning to personalize the customer experience on a business's website.

Influencer Marketing:
In addition, the use of influencer marketing is also set to grow in 2023. Influencer marketing involves partnering with social media influencers who have a large following in your target market and using their influence to promote your business. This can be a powerful way to reach a large audience and build trust with potential customers.

Chatbots:
Finally, the use of chatbots is also set to increase in 2023. Chatbots are AI-powered software programs that can simulate conversations with customers in real-time, providing quick and convenient answers to common questions and helping to improve the customer experience.

In summary, digital marketing in 2023 is all about video content, personalization, influencer marketing, and chatbots. Small business owners who want to stay ahead of the curve should consider incorporating these trends into their marketing strategies.

Need help with website and digital marketing for your small business? Join over 4000 business owners like you that are a part of Webware. Book a Growth Session with us and let’s look at your current efforts and if Webware is the right fit for you.

Once upon a time, LinkedIn was only known as a job-related social media platform "for professionals". Now, with over 700 million active users, LinkedIn has become the second most used platform for B2B marketers.

As a small business owner, LinkedIn marketing should be another priority on top of having an active Facebook, Twitter, and Instagram presence. However, in order to do that, you will need to understand how LinkedIn works to make sure your presence is felt.

Unlike with other social media platforms, obvious sales tactics and spamming your business will not work on LinkedIn. People are not expecting you to sell products or services on LinkedIn. What they are interested in is the information and expertise you have to share. Marketing on LinkedIn requires a different approach if you want to get results.

To help you add one of the world's largest professional networks to your marketing toolkit, we've listed some tips and tricks to help you scale your business.

1. Complete Your LinkedIn Company Profile

Did you know that Company Pages with complete profiles receive up to two times more visitors than those with incomplete page profiles?

For a complete profile, it’s essential to have the following items:

• Logo
• Company description
• Website URL
• Company Size
• Industry
• Company Type
• Location

To fully complete your LinkedIn profile, head to your Company Page and select “Overview.” There you can upload a high-resolution image for your company logo as well as a cover image that represents your brand. Along with that, filling out the "About Us" section will provide your visitors with more information.

Beneath the "About Us" section, you will find more fields to complete your profile by entering your website URL, company size, industry, type, and location. All of this helps make your business' LinkedIn profile look more legitimate and professional, giving potential customers the opportunity to connect with you.

2. Get A Custom URL.

As part of your LinkedIn marketing package, you can claim a custom URL for your business. This makes it easier for people to remember your brand if they want to contact you, especially when they search for your company online. This is especially useful in the B2B sector where people use LinkedIn regularly to learn more about a business.

3. High-Quality Content = High-Quality Returns

Content is king and the more you post, the more likely you are to get tangible results for your business. LinkedIn helps improve their user experience by integrating content natively into their platform, videos included. All content you post should accomplish either of the following goals: teach people to solve a problem or how to do their job better.

Not only will this make you become a thought leader in your space, it will lead to more business by delivering more value to your customers.

It is also important to brand your LinkedIn profile the same way as your website and other social media accounts for consistency. This includes imagery, colours, content tone, and more.

4. Create A Regular Posting Schedule

According to LinkedIn, businesses that post at least once per month gain followers 6X faster than those that don’t. However, you should aim to post at least once per week to keep your followers engaged. To help you post consistently, create a scheduling template so that you can easily plan your posts each week.

We’ve found that LinkedIn content performs really well if you include a descriptive caption, eye-catching images, and relevant hashtags. As a bonus, you can add emojis, questions, and bullet points to switch up the look and feel of your content.

5. Every Connection Can Lead To A Business Relationship.

LinkedIn is a social network for professionals to connect with other professionals. As a business owner, you can connect with prospects, partners, and other business owners to reach your goals. You will also be able to reach your target market with the ability to nurture them through the buyer's journey.

Once these connections have been strengthened, you can decide which should be developed into business relationships and which can continue as connections.

6. Join Groups And Stay Active.

By joining relevant groups, you will be able to participate in relevant discussions to better reach your target demographic and learn what your competition is doing. Groups are an excellent way to listen to what your audience is talking about and answer any questions they might have. On top of that, being a part of a group gives you access to more connections than ever before.

7. Boost Your Email Marketing List.

Linkedin lets you communicate with fifty people at a time, a feature that should be taken advantage of to increase your email list. You can include a link for them to sign up for your emails directly along with a special offer. Offer to look at something of value for them in order to generate goodwill and get some replies.

8. Target Specific Segments With Sponsored Posts

Unlike other social media platforms, LinkedIn offers a very specialized advertising platform that is unparalleled. You can zero in on the exact industry, company size, and job roles to reach the people who typically buy your products or services.

For example, if you are selling translation software to small businesses in Canada, you can set your campaigns to only show for businesses with under 100 employees, that are based in Canada, and only to executives at those companies.

9. Promote your Company Page Beyond LinkedIn

A LinkedIn marketing strategy on its own will not get you results. It is essential to promote your presence across different channels in order to maximize your growth.

For example, have a link to your LinkedIn profile in your marketing communications, email signatures, blog posts, and more. You can also add a LinkedIn “Follow” button to your website and make it easy for people to share content at any point throughout their reading experience. By adding a LinkedIn “Follow” button to your landing pages or using sticky social media sharing buttons in your blog posts, you set yourself up for long-term success.

LinkedIn is an untapped market for many small business owners. As one of the top digital marketing service providers in Toronto, Webware.io wants to help you take advantage of every tool there is to help you grow your business.

If you’re a small business owner and know that you need to take advantage of social media platforms like LinkedIn, but don’t have the time to learn and manage these tools on your own, we can help you. Webware.io gives you the expertise, tools, and support to help your business navigate your digital channels. To learn more about our services and how we can help maximize your business’ exposure online, please click here.

If you have any questions about how we can help with your digital marketing needs, we’d love to hear from you. Please contact our experts here.

Email is the currency of the web, and everybody online has an active email address. When it comes to conversions, there isn’t a more powerful channel than email. The average click-through rate of an email campaign is around 3%. Conversion rates on social accounts like Twitter are approximately 0.5%.

Here are some fascinating and amazing facts about email marketing: 

Email marketing is the perfect way to start gathering interest, and to help your business generate a lot of leads during this holiday season, Webware.io has put together eight reasons why you should consider Email Marketing this Holiday Season!

1. It builds credibility and trust

2. It boosts website traffic and builds audiences

3. It boosts sales and generates leads

4. It facilitates brand building

5. Strengthens relationships and improves communication

6. Establishes customer loyalty and brand advocacy

7. Promotes market research

8. Increases ROI

To help you make the most of your email marketing campaign, you can choose Webware.io’s Newsletter Platform. Our platform empowers small and medium-size businesses to create and send high impact email newsletters with ease. Together we can power up your business’ email marketing campaigns for the holiday season.

Alternatively, if you choose to create a holiday email marketing campaign yourself, you need to plan early and segment your email lists. You must also check the previous year’s email trends and optimize your emails to drive conversations. To ensure your campaigns are effective, you need to consider: 

a. Who your audience is

b. Your goals and objectives

c. Possible return on investment (ROI) 

d. Track results to help improve your campaigns

These tips will help you to start working on optimizing your holiday email marketing strategy and making sure it’s geared to get the results you want.

To make planning your email campaign easier, here are six valuable ideas for email marketing for the holiday season:

Product Announcements: You can send a quick note to your customers informing them when new products arrive at your store.

Black Friday Sale: Encourage people to shop by promoting holiday offers.

Early Bird Offers: Plan a special ‘Early Bird Offer’ for your customers and promote it via emails.

Cyber Monday Promotions: Create a ‘Monday-Only Offer’ to drive online sales for Cyber Monday.

Last-Minute Deals: Promote last-minute deals to shoppers by encouraging them to act fast before the product runs out of stock or the holiday season ends.

Limited Edition Sale: Give your email subscribers a sneak peek at your limited edition holiday items.

While creating an email campaign may seem like a great idea, misunderstanding how to make optimum use of emails will lead to a less than desirable outcome. To ensure that your email campaign has the desired effect, reach out to the experts at Webware.io.

As leaders in email and online newsletter marketing, we can help your brand stand out. By relying on our expertise in digital marketing, we take the time to understand your business, plan actions, and deliver an email campaign that builds your brand online. Besides our email and online newsletter marketing services, we offer an array of other digital marketing services to ensure your online presence is well-established to leverage higher conversions.

To learn more about our services and complete digital marketing tool kit, please click here. If you have any questions about how we can help with your digital marketing needs, we’d love to hear from you. Please contact our experts here. 

As specialists in digital marketing, Search Engine Optimization (SEO) is one of the many tools we offer our clients as part of our digital marketing toolkit. And often, one of the first questions that we’re asked is, “How much time will it take for SEO to show results?”

The answer to this question isn’t straightforward as the SEO game is in a perpetual state of flux and is continually changing. 

SEO today is increasingly driven by what is called ‘phrase’ or ‘instruction’ search, as people now use questions, phrases, or instructions rather than two to three keywords. One of the primary reasons for this change is down to people using tools like ‘Siri’ and Google ‘voice search’ to speak their searches, rather than typing them in. In addition, people have also begun including more details in their typed searches as they want to find what they’re looking for faster. 

These keywords are much easier to rank for as they’re not as competitive and are much more relevant because they include more detail. As a result, traffic from these keywords converts at a higher rate. In aggregate, the number of searches in the long tail often adds up to many more searches than you would get from your “golden keywords.” Therefore, the objective, when it comes to search rankings, is not to rank for a few top keywords that remain the same over time but to focus on a much larger number of phrase or instructional searches that are growing and changing rapidly.

How long does it take for SEO to start working? Don’t stop too soon!

Earlier, the strategy was to identify those keywords that were the most relevant to a business, got the most traffic, and weren’t very competitive. We used to figure out ten to fifteen keywords that were called the “golden keywords” and would bring in the majority of the traffic. That keyword strategy is now evolving, because with rarer and rarer exceptions, there is no one keyword, and no small group of keywords, that is going to drive a lot of traffic to a website. Instead, a long tail of search is the new mantra for SEO. 

Do search rankings really matter? Output v/s Outcomes!

Search rankings matter, but they’re not the metric you should be focusing on. If, by asking “How long does SEO take to show results?” you mean “How long will it be before I get top rankings?” then you’re mistaking outputs for outcomes. Getting rankings is an output SEO firms can easily sell because they’re emotionally satisfying, but they’re worthless unless they generate the outcome you want - Leads / Activations / Sales / Service Requests, etc. That’s why you should only hire SEO firms or SEO professionals who focus on outcomes, rather than outputs.

The question you should be asking about SEO!

Now that you know how SEO has changed and that you want leads and sales from your SEO firm rather than just rankings, the question you should be asking is “How long will it take for SEO to start generating leads and sales?”

Now that we’re ready to answer the right question, the answer is - SEO success depends on a few factors. Factors such as how long has your website been around, how much SEO has been done on it previously, what shape the website is in, how much content is on it, its link profile, and others, all contribute to answering the question you’ve asked. 

Professional SEO firms or individuals will tell you that it usually takes four to six months to start seeing results. That’s usually an accurate assessment, but keep in mind that this is when the results will start coming in, and SEO results grow over a period of time. Whatever results you’re getting at six months should be considerably less than what you’re getting at twelve months. At some point, you may see your results slow down a bit, and then it may be a matter of maintaining results rather than growing them.

Many companies underestimate how much time and money it takes to be successful with SEO. SEO success by any standard rarely comes within the first three months, even with a healthy, substantial budget. 

We’ve experienced companies getting started the right way, but quit after two to three months saying, “We just weren’t getting the ROI we needed to justify the spend.” This experience highlights that these companies went into the SEO exercise with unrealistic expectations, mainly fuelled by knowledge gained from unprofessional and unreliable sources (and there are plenty of them in the market these days).

If you can’t budget for six to twelve months of SEO, you might be better off putting that budget somewhere else as paying for just a couple of months of SEO activity is no better than throwing your money away. SEO is a long-term marketing tactic, and shouldn’t be seen as a way to generate sales quickly. If companies make the proper investment and plan it for a long time, then SEO will get them the best ROI on their spend.

If you’d like to take your SEO to the next level, reach out to the digital marketing experts at Webware.io. We specialize in optimizing websites and content for improved search engine results and provide small businesses with the right tools and supporting services to nurture and manage their online presence. 

Our head office is located in Toronto, and we serve clients across Canada and North America.

To learn more about our services and complete digital marketing tool kit, please click here. If you have any questions about how we can help with your digital marketing needs, we’d love to hear from you. Please contact our experts here. 

Webware is always working to improve our Digital Services Plan to help our clients reach more potential customers and improve their bottom line through Digital Marketing.

This week, we are excited to announce Instagram images for your blog posts.

Starting in March 2019, all Webware Digital Service clients who participate in the blog program will receive social media images they can use on their Instagram account.

The Instagram images will include a professionally designed social media image that includes the title and the main points of the blog post. We will provide one main image for a post and subsequent images breaking down the blog post points for your Instagram story. For example, the image seen below.

By adding this feature to our blog program, you’ll be able to reach a larger audience by posting your blog link on Instagram with an eye-catching image and share your blog post through Instagram stories. Click here to view an example of how this new feature will look on your Instagram.

This new blog feature is included for all Webware clients participating in the blog program as part of the Digital Services Plan.

Webware will start rolling out Instagram images over the next couple of weeks so keep an eye out for them in your blog draft email soon!

If you haven’t taken advantage of our blog service, now is a great time to get started! Once you receive your monthly blog email, choose a topic and fill out the form to get started!

This feature is only available to Digital Service customers. If you are not enrolled for our Digital Service Plan, click here to join.

If you have any questions, please email support@webware.io

It’s the most wonderful time of the year! With the holidays upon us, so too is shopping season. While big brands always do well during this time of year, small businesses are in a great position to grab a piece of the spending action.

With more and more people starting their holiday shopping online to research products and services and find stores nearby, small businesses can use their website and online strategy to reach customers who are ready to buy now.

If you’re a small business looking to make the most of holiday season shopping, here’s four ways to get customers through your door, all backed by Google research.

1. Be mobile-friendly. Mobile searches for “where to buy” grew over 85% in the past two years. Shoppers are switching out in-store browsing for online browsing. Even if they eventually head to the store to make the purchase, consumers are starting their research online, and they’re using their phones. Don’t miss out on the action with an outdated, unresponsive website.
2. Help customers with their online research with store and product videos. “Shop with me” videos are soaring in popularity on mobile—growing over 10X more in watch time over the past two years. Customers want to be sure they’re buying the perfect gift for their loved one (or themselves). Shoppers want more details than product specs. When Google calculated the amount of time people have spent watching unboxing videos just on their phones, it’s the equivalent of watching the holiday classic “Love Actually” more than 20 million times. By creating a video showing customers around your store, highlighting popular gift items, “unboxing” favourite products, or demonstrating a service in action, people can get a better idea of their potential purchases. You can upload the video to YouTube and your website, and share it on social media to reach your fans.
3. Be ready to help. With their online research complete and shopping list in hand, customers are prepared to buy ASAP. Make sure your website’s online chat is up and running, your phone number/contact information is visible, and there is staff ready to answer questions, offer suggestions, and expedite shopping. Whether you have an e-commerce store or not, being on-call to help customers can make all the difference.
4. Make your business easily accessible to last-minute shoppers. Mobile searches for “store hours” peaked on Christmas Day. Even with the best of intentions and hours of online research, procrastination and busyness prevail. Ensure your hours and location are very visible on your website, and your Google+ Business Account info is up-to-date, so when customers are looking to make that last minute purchase, they know where and when they can find you. Top Google searches include: “what stores are open near me on Christmas,” and “what stores are open right now.”

Get your small business on the holiday shopping map with these Google research-backed tips. Are you missing a strong online strategy or a mobile-friendly website? Webware has all the tools your business needs to get online and be seen by potential customers. Get in touch with the experts at Webware to get your business online, today. Visit webware.io for more details.

A Webware website and digital marketing package also makes a great gift for the small business owner in your life. Get started here.

Article source: https://www.thinkwithgoogle.com/consumer-insights/holiday-mobile-shopping-assistance/

With the fast-paced and dynamic landscape of the internet today, many small businesses are unsure of how to take advantage of an online presence. There are so many tools and strategies to boost a business’s bottom line, it’s difficult to know which ones are worth the time and money, and which are not.

To help you discover the right channels to get your business soaring online, we’ve answered your most burning website questions.

Can I get new business from a website and the internet?

Here are a few interesting facts:

• 84% of consumers believe that small businesses with websites are more credible than ones with only a social media page
• 83% of surveyed businesses that do have websites said “their online platforms gave them a competitive advantage over businesses without websites.”
• Google processes over 3.5 billion searches per day
• Google users are increasingly relying on local and hyperlocal search to find products and services

If your business has a comprehensive online strategy, the internet is a great place to reach potential clients. If you aren’t sure where to start, Webware has created the perfect package for small businesses to get online quickly and efficiently. Our Digital Services Plan includes the perfect mix of marketing activities to get your business seen online.

Does a website guarantee business success?

Absolutely not. Unfortunately, a website is not the field of dreams. Just because you build it, does not mean the customers will all of a sudden start calling and buying your products. A website is an extremely useful tool for reaching new customers but it works best in conjunction with a full online strategy.

An online strategy that will help your business succeed includes a variety of components. Your plan for online success should include a website, ongoing SEO (Search Engine Optimization), a social media action plan, Google MyBusiness integration, review monitoring, backlinks, regular website updates like blog posts, and a regular email newsletter to customers.

I’m already on Facebook, Instagram, Twitter, etc. Why do I need a website?

Social media platforms are great ways to communicate with your existing customers. However, when it comes to finding a business online, most people begin their search on Google. If your potential customers are searching for a new real estate agent, mortgage broker, doctor, contractor, or any other type of business, they’re not looking on social media. Your website puts you on the search-map.

In addition, a website offers a superior opportunity to outline your products and services. There’s no clicking through a Facebook profile to find what your business provides or doesn’t provide. An instagram profile offers little to no information beyond a quick description, geographical business location, and a link to the website. A website provides your clients everything they are looking for in one place including a comprehensive list of products and services, ‘about us’ details, FAQs, and most importantly, easily accessible contact information.

Is SEO (Search Engine Optimization) a one-time, set-it-and-forget-it, activity?

First things first. What is search engine optimization (SEO)? According to Google, search engine optimization is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”

Google runs each website through a system of checks to help decide where the website should fall on the search engine results page (SERP). While no one knows the exact formula, Google considers a broad range of factors like your website’s schema markup, your business’s reviews on Google, website load speed, quality, frequency and size of website content updates, backlinks, mobile responsiveness, brand power and social signals, and more.

The perfect mix of SEO factors is constantly changing to improve the quality of search engine results for Google users. This means your website’s SEO strategy should be regularly reviewed and updated to keep up with ever-changing internet world.

What search terms should I optimize my website for?

Ranking for the right keywords for your business on Google Search is critical to your website’s success. Spending some time developing your keyword strategy could help attract the right kind of visitors to your website.

There are two types of keyword search term strategies. The first is a short-tail keyword strategy. These are one to two word phrases that describe your business and corresponding website content. Short-tail keywords can be difficult to rank for because they are broad search terms with potentially thousands of other businesses vying for the same keywords. For example: immigration lawyer, gold jewellry, interior designer, wedding caterer. Your website should be optimised for these short-tail keywords to help describe the content on your website and what your business does.

However, for a stronger keyword strategy, it’s important to also incorporate long-tail keywords as you optimize your website for search. These are longer phrases which potential customers could plug into Google. For example: the best immigration law firm in Toronto, contemporary art-deco interior designer in Montreal, delicious italian dishes to serve at a wedding.

As you create your keyword SEO strategy, keep two things in mind

1. Include words that help describe the content of your website
2. Include longer phrases that incorporate more specific keywords to help drive the right kind of traffic to your website

How long does it take to build a website?

The industry average to build a website is between 4 and 6 months. At Webware, we aim to get your business online right away. With a One-Page website launched within the first week, we launch your full website within 5 weeks.

With so many people using the internet and Google search to find businesses, you could be leaving a lot of money on the table by not taking advantage of a strong online strategy. If you’re hesitating to grow your online presence, or aren’t sure where to start, Webware is here to help. We’ve designed the perfect plan to get your business online and help you reach potential customers. Get started today at webware.io!

Increasingly, digital consumers are relying upon their smartphones for easy and instant communication, research and entertainment. To better serve your existing clients, and to expand your reach, attracting new customers; your business web strategy needs to keep pace with this, and other swiftly evolving trends.

The web is always growing and changing to suit, and even to shape, the needs of consumers. Their tastes and online habits can change quickly. While some new directions may turn out to be fads; those trends which provide online users genuine and continuing value can permanently alter the way the internet is used. To help you reach your business goals, we offer you the following must-know and must-do responses to the most relevant web trends for your online presence this year.

Mobile-first Websites

Last year, the number of Google searches which took place on mobile devices surpassed the number of searches that took place from desktop computers. The share of mobile device online searches is 72 per cent in the Food and Beverage industry. Anticipating and watching the rapid and steady growth of smartphone use; Google has taken several steps over the past years to encourage more mobile-friendly websites (like May2015 and May 2016 insert citation). In response, many businesses have worked to create websites that were more mobile-friendly. As the shift continues exponentially, businesses must continue to adapt their websites from “mobile-friendly” to “mobile-first”. Instead of starting from a desktop website, modified to also perform well on a smartphone or tablet; the user experience, navigation, layout, and content have to be tailored specifically for mobile screens. Smartphone use is rising around the world.

Having a mobile-first website is the smart way for businesses to capitalize upon this future wave.

Mobile Shopping.

According to an emarkter.com report, “M-commerce is growing faster than either e-commerce or traditional retail and is transforming the way shoppers approach all three”. Gone are the days when online shopping was something you did only at home or at the office. In this digital-first world, consumers are increasingly using their mobile devices to complete more and more types of tasks, including shopping, at all times of the day. According to the Pew Research Centre, an average of 70% of Canadians and Americans now own a smartphone. Apart from the growing number of smartphones, larger smartphone screens, efficient payment options and a rise in mobile-first websites are also contributing to the m-commerce trend. Businesses, including those with brick and mortar stores, can stay relevant by adopting a mobile-first strategy. Even if your customers finish the transaction in your physical store, chances are very high that their search began online, on the move.

Hyper Local Search.

According to Google, “nearly one third of all mobile searches are related to location, and that number is growing”. Given the growth in “near me” searches, it’s no wonder that Google is always refining their local search capabilities. Instead of local search including only cities or towns, it can now include smaller locales like neighbourhoods, streets or even city blocks. This gives small businesses ample opportunity to reach nearby customers.  Google reports that 76% of people who search on their mobile devices for something nearby visit the business within a day. Twenty-eight percent of these searches result in a purchase. As long as your business and website are fully optimized for location searches, your business can directly benefit from Google’s improved hyperlocal search algorithms.

Reviews for SEO

The trend of the degree to which quality reviews boost SEO shows no signs of slowing through 2017. Google loves reviews, both on their own platform and from reputable third party review sites like Yelp. And although Google never shares their exact secret equation for rating websites, moz.com surveyed top online marketers around the world to highlight the most important SEO factors for your business. Among the “Top 30 Difference-Making Factors in Competitive Markets”, three are review related: #7 is Quantity of Native Google Reviews (w/text) #25 is Quantity of Third-Party Traditional Reviews and #29 is Diversity of third-party sites on which reviews are present. In addition, moz.com also reported that Review Signals contribute over 8% to a website’s overall rank in search results.

This data from Yotpo also highlights the importance of reviews in a big way. They tracked the number of page views for 30,000 businesses that added reviews to their websites. Over a 9 month period, the average number of page views rose from 5500 to 8000 views per month. Wow!

If stories like these have convinced you that your business needs more reviews, head over here to learn more about why they matter and how to ask your loyal customers to write those all-important reviews.

The end of distinct mobile and desktop versions

The theme of many of these internet trends is the same; a smooth, seamless experience for mobile users. And something that can really hinder this desired seamlessness is having two website versions: one desktop and one mobile. Google currently uses the desktop version to index the information of a website. However, in many cases, there is less information on mobile versions to accommodate for the smaller screen size. This can leave mobile users at an informational disadvantage and will contribute to a poor user experience. Given the boom of mobile search and their dedication to user-experience, Google is discouraging two version websites. In an effort to continue providing users the best possible experience; late last year Google began the shift to index mobile versions instead of desktop versions. Google says it is currently in the experimental phase. But, there is likely an official announcement not far down the road. If your business website is one-version, mobile friendly it is already prepared for the change. If not, now is the time to bring your website up to 2017 standards.

Summing Up

The web has changed so much about the way we buy and sell, share information and keep in touch. It is still changing. The competition to put your information ahead of others in the marketplace is on par with the importance of the quality and value of your products and services. The latest steps in how we manage SEO and the mobile web are having profound effects on building and presenting websites. Businesses that strategically respond by keeping up with, and better yet, staying ahead of these curves will profit from retaining existing clients, keeping them satisfied, and reaching new audiences with crucial information and inviting them to enter through their mobile digital door.

With the gift-giving season in full-swing, researchers are predicting the average American family will spend $929 on presents in 2016. That’s an increase of $60 from last year’s holiday season spend of $882. This makes it a perfect time for small businesses to increase sales and entice life-long customers with holiday marketing promotions.

We have created the ultimate guide for advertising your small business this festive season. No matter what your budget is, this list is sure to include an idea that fits your business needs.

1. Decorate Your Store And Website

Customers flock to well-decorated and well-lit shops. Stands out from your competition with bright, festive decorations. Your holiday decorating efforts are sure to encourage more people to walk through your doors and see what your business has to offer. 

This holds true for your website, too. If your business only operates online, you could design a holiday-themed banner or ask your graphic designer to add some festive touches to the homepage.

Studies have shown that people feel happy and relaxed when they see festive decorations, making them much more likely to buy. Getting people into the holiday spirit with bright lights, green garlands, cheery music, and sparkly tinsel could be the key to unlocking great sales over the season.

2. A Personal Touch

Adding a personal touch when interacting with your customers never goes out of style. It could be as inexpensive as sending a personalized card or email, letting them know that you care about their business. A holiday card is a great opportunity to thank your customers for their patronage and wish them well over the festive season. Go out of your way to send a holiday card or email and stand out among your competition. 

3. Rewarding existing customers

Increase brand loyalty and trust by rewarding your current customers. Offering a discount, store credit, or a free gift with purchase are easy ways to let your existing customers know you value their business. With the added incentive, your customers are more likely to tick items off their holiday shopping list from your business. 

4. Holiday Party

Another great way of wooing customers is by hosting a holiday party. Your old customers will feel appreciated while new, prospective clients can see what your business has to offer and experience your customer service. Invite your existing clients and welcome those passing by to join the festivities. While your sales are sure to increase on party day, it can also translate to sales later in the season as customers remember your generosity and hospitality. Mingling with all your customers shows a fun, friendly, side to your business and gives them a chance to get to know you and your business better.  

5. Post-Holiday Coupon Code

During the festive season, offer your customers a discount, special offer or free gift to claim after the holidays. This win-win promotion encourages customers to buy now and to come back again after the shopping season winds down. Spending can slow down after the holiday season. Enticing your customers with a post-holiday promotion can help keep your sales steady as the number of shoppers dwindles.

6. Host a Contest

One thing customers love? Freebies! Holding a holiday contest allows your customers to win some fabulous goodies from your business. It’s also a great opportunity for your customers have fun by engaging in something different.

Motivate your customers to buy your products and services by offering the chance to win a prize around the holiday season. Choose a prize you know your customers would be thrilled to win to ensure healthy participation.

7. Offer free gift wrap

Here is another chance for your business to go the extra mile for your customers and stand out from your competition. Save them time and money by offering free gift wrapping service for purchases during the holiday season. Gift wrapping for your customers could significantly reduce the time and money they might spend preparing for the holidays. Making life easier is an extremely valuable way to boost customer loyalty. In addition to taking a task off your customers to-do lists, offering free gift wrap can increase your business’ overall sales during this busy season.

8. Social Media Marketing

One of the most impactful marketing strategies to use in your holiday marketing plan is social media. There is a massive amount of information at your customers’ fingertips. If they are interested in a product or service you offer, it’s likely your customers will start with online research first. Ensure a strong social presence by posting about your holiday offers, tips for getting through the holidays from your unique business perspective, gift guides, spreading the word about any upcoming events. A strong social media marketing presence will increase your brand loyalty and can boost both foot and website traffic during the holiday season.

December is one of the best marketing opportunities for small businesses. Americans spend more than 600 billion dollars shopping during the holiday season ranging from gifts, food, decorations, home improvements for houseguests and more.  Ensure your small business is getting in on the action during the busiest shopping season of the year. 

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Committed to success? Have a new website in the works?

With all the changes Google has made in the last year to support mobile-friendly websites, savvy business leaders are getting on board. They’re ditching outdated websites for fresh, mobile-responsive designs. 

You have invested a significant amount of time, creative energy and money into your business’s new website. When it’s ready to go live, you want as many people as possible checking it out. Ensure your Launch Day is a smash hit by creating a buzz leading up to the big event. 

Here’s nine things you can do to get great results. Tick off these items from your checklist for a website launch:

Number One: Great Content. Long before launch day, devote ample time to creating high quality content. Ideally, three published pieces on Day One gives your audience enough variety to click through and read. Test and test again. Check the functions and appearance on mobile devices before you go live. First impressions are important. Initial content quality signals the experience readers can expect in the future. You want to build a loyal following of return visitors.

Number Two: Coming Soon Page. Create a “Website Coming Soon” page to let people know about your new website. In addition to informing them that it’s on the way; a “Coming Soon” page get’s people excited about your business, services or products. Offer new visitors a place to sign up for your email newsletter and provide links to “follow” and “like” you on social media. 

Number Three: Email Subscriber List. Build your email list in the lead up to your website launch. If you already have an email subscriber list, enlarge it through your social media accounts and your “Coming Soon” page. If you don’t have one already, ask your existing customers for their email addresses. Supercharge your ask by adding a promotional boost; offer incentives for signing up for your email newsletter (email newsletters provide ongoing contact with customers). Promote the newsletter and special incentives through social media.

Number Four: Launch Day Email. Your business’s website launch is an unique opportunity to get customers excited about your business. Create a catchy-looking email to blast out on your launch day. Use an email marketing tool like MailChimp to design an attention-getting email. The email should showcase your value proposition by highlighting your best content. Encourage subscribers to visit your new website with a promotion (e.g. a free consultation, or discount coupon for giving your website a mention).

Number Five: Grow your Social Media Presence. After you’ve completed your target audience research; it’s time to setup accounts on relevant social media platforms. Your business doesn’t need to have a profile on every single channel; just the ones your target customers generally use. Instead of wasting time setting up profiles and sharing posts across 7 or 8 platforms, spend your time creating valuable content in places where your preferred customers are likely to find it.

Number Six: Mobilize your Existing Friends. If your business already has an active social media following; give your fans a heads up that your new website is coming. Share the news a few times per week in the month leading up to your launch. The average Facebook user has 338 friends. Not all your friends or social media followers will “like” or “share” your posts. But, you’ll never know if you don’t ask. Ask friends, family, other local businesses (nicely!) to like or share the news about your business’s new website on Facebook/Twitter/Instagram.

Number Seven: Online directories. Your business’s presence in online directories will influence your search engine optimization (SEO). Depending on your industry, your business has a number of options, for example: Yelp, YellowPages, Google, OpenTable, Bing, Wedding Wire, to name a few key ones. Do your research and submit your business information to the most relevant sites. Here’s a list of the most popular online business directories in 2016. Online directory entries only contribute to SEO if the business’s information (name, address, phone number and website url) is accurate and consistent across all directory websites.

Number Eight: Reputation Review. If your website is launching at the same time as your new business venture, you likely won’t have an online reputation. If you’re building a new website for an existing business, now is the time to see if people are discussing your business online (and what they are saying!). A good place to start is by reviewing each of your business’s online directory entries and social media accounts. Update any outdated information. Respond to any existing reviews. In any case, setup Google Alerts to notify you anytime someone mentions your business online. Click here to learn how to get people to review your business online (and handle negative reviews). Most consumers are influenced in their online buying decisions by positive, and critical reviews.

Number Nine: Set up Google MyBusiness. Google is the gold standard when it comes to web searches. To get (and stay) ahead of your competition; take advantage of some great tools for getting noticed. With Google MyBusiness, you can customize how your business contact information will look to customers on Google search. MyBusiness uses your business name, address, phone number and website uniformly across the platform, including: Mobile Search and Google Maps. Your customers, and potential buyers, see consistent, accurate information anytime, and anywhere they search. You can also add attractive photos and manage your reviews on Google. Both measures will help you stand out from the crowd.

Launching your new mobile-friendly website is an important and exciting day for your business.

You’ve spent valuable hours and dollars building the perfect website. You want to make a great first impression on your current and potential customers. This means you need to create and implement an effective strategy well in advance. Follow this Checklist for a Website Launch and you’ll be well on your way.

If you don't have time to execute all these activities or you're not sure how, Webware helps launch your website with a bang. 

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