SEA - Monthly Ticket - June 2024
Hello,
It’s an agitated end of Spring in the W+M office. Renovations, cleaning and even the search for a lost dog and a free parakeet from different neighbours happened. A good way to introduce yourself and your business, isn’t it?
In addition to networking, every business will have to use the services of paid advertising campaigns at some point in its existence. The topic of this Monthly Ticket edition is the advertisements of search tools, i.e., paid referencing, or SEA.
The yellow edition also features the #itSAMarketingThing column about new life in our popular website editorial content and the Office News webmaster’s column continues the explanations of the website transfer from last month with an article about the essential of a first corporate website.
MusicScore: The yellow banana branding theme is inspired by the song from Shaggy. It also brings a little more sun for June too.
Get the complete list of Project 12 musical topics on the YouTube channel - The Fruit List Score.
The Monthly Ticket of June features the Search Engine Advertising (SEA). Have a great time at work this month Marketers! Bless.
Promotion Budgets
I was lucky, when starting my entrepreneurial research processes, to see an advertisement about a business start-up training. This training allowed me to avoid a major mistake in my business launch: the adequate budget for advertising on all promotional aspects, i.e., the physical representation of the company through documents, gadgets and advertisement placements, as well as the electronic representation, with the tools and applications to design documentation, the website, the production of visuals and the programming time, which must be calculated in the expenses.
Yes, I was going to put the entire budget into digital promotion and forgetting the physical necessities for networking, prospecting meetings and demonstration material during sales pitches. An important aspect in a launch budget, isn’t it?
My moral, in the business plan and the preparation of the launch of a company, you must plan a budget for campaigns at the virtual level, just as you prepare administrative documents and a brand identity (branding) with the logo and colours to present your company in a physical way; not only the digital promotion, but for all facets of communication and advertising.
To help you plan an adequate budget, I hope the June edition on how to prepare your launch and your first promotional campaigns on Search Tools will be good assistance.
Promotion in Web Search Tools
When we register a company in the business pages of Search tools (Google, Yahoo, Bing), in addition to being shown in the local businesses, it is possible to promote advertising, which in the digital field is called Search Engine Advertising (SEA).
Now, Google offers the most popular web search system. The platform presents us with the search results of paid ads in priority, according to the search words used.
Here is the paper of the month about SEA, and we are not talking about a vacation on a beach, my friends.
Customizing page settings to be seen
When registering a business in web search tools, it is important to remember these tools do not direct all users to the home page of the company’s website; It depends on the research done.
Since the texts from the page parameters are displayed in the search results of Internet users, it is therefore essential to adjust the descriptions and parameters of the pages about the content of the latter rather than using a basic text for all pages.
So, your contact page shouldn’t have the same description as your product, service or the About pages. By customizing your website’s page definitions, you’ll also increase your website’s display possibilities. It’s worth it and only takes a few minutes per page; A very easy task for webmasters.
Partnership Documentation
And yes, business promotion and advertising mean sales documentation! And yes, Jeff has now finished writing the report on the making of the Long-Term Professional Relations and Partnerships document! And yes, here it is!
A New W+M Partnership Boutique
And yes, there is a new section on the website dedicated to the purchase of advertising and monthly partnership. This is a little steps project I started on the side in January. As you will notice, the 6 topics to start 2025 are announced! Do you like the new branding colours?
Below, you will find some details about the Partnership.
Monthly Ticket Partnership Boutique
Choose the topic now and discover the partnership submission guidelines!
The Monthly Partnership
Yes, the posting in the Monthly Ticket does not include an end date. Your partnership will remain static in streaming content, referred to for search tools. In addition, take advantage of the extensive W+M social media promotion in more than 10 different publications during the monthly partnership, and in the paid META campaign in the province of Quebec.
The partnership includes the mention of the partnership in the Monthly Edition of the 1st of each month, with a line of presentation in the introductory text and a dedicated section including an image (1200 × 630) and one of your 500-word texts with your redirect links + A web banner of 728 × 90 for your Monthly Partner Ad placement on the W+M Home page, Blog top page and the Monthly and Columns publishing.
All of this is supported by the promotional launch campaign with mention of the partnership in publications and communications.
Visibility with no end date and a monthly promotion from W+M
Contact for more information or fill out the in-product quote form to give more details about your request on the first contact! And yes, we’ll talk about it soon!
Monthly Partner Advertising
The chronicle of different and low-cost marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket of the Marketing Blog.
Chronicle 6: The New Life of Popular Content
In this month’s column, I explain how to keep our best web content active, both in search tools and for your next readers and prospects.
We know adding content to a website, such as articles, blog posts, video and comment sections on products and services, is necessary to maintain the vitality, or if you prefer the daily activity, search tools are looking for. In addition to the SEO, added content is exactly in line with the content marketing trends to keep our customers, subscribers and community engaged.
A good way to keep our best content, or most popular articles active once the promotions and launch campaigns are over, is to rotate a year-round promo with rebranding. Let’s find out how.
Budget: $0, since the content exists and is known by customers. You need to plan the management time to conceive and program the updates according to the evolution of the news and the actuality and the time to plan an annual campaign by email, social and advertising, also something already done from the launching promo when the article was released.
Tip: It’s time to make the small adjustments and corrections from your initial promotional campaign as well to your new audience. For example, you can modify and improve the audiences of your targets, correct and clarify a part of the text that brings repetitive questions from customers, etc.
Tools: No, no need to buy any program or anything else, only what you already use.
The rebranding of the Top 10 article
To explain my approach in the revival of popular marketing blog articles, I’ll use the TOP 10 article of the web verification as an example. We can do the same with articles and items in sale from a boutique, a last call promo for tickets and events or an announcement of a new date or a new season on sale soon. I know you’re welcome ;).
Annual Promo Planning
The article 10 annual verification for web and digital tools was written in November 2023 to explain the annual website checks and promote the W+M webmaster service. During the month of November and December 2023, the promotion of the article used the main picture of the post (the hopscotch game image) via a social media announcement campaign and a Meta targeted advertisement.
First time refresh update: In January 2024, a change to the text of the introduction was made. Instead of introducing the article as a year-end audit of digital tools, it wished a Happy New Year and invite the reader to check their digital tools to start 2024 on a high note. A new announcing campaign was sent through social and Meta for January 2024.
Explanation of the search tools: this change of the text on the web page was notified by the search tools, who now see this content as active or current. when talking about the indexation of web pages from search tools, remember this process is not done in a few hours, but in a few days; let’s be patient, it may take time to see your changes on the search tools when you update your pages and the parameters of your pages.
Second image update: To start a seasonal campaign, a visual promotion of 10 square images (1080 × 1080 pixels, which can be used on all social media) was launched in February, unveiling one of the weekly top 10 positions. A META promotional campaign was also launched with the gallery of 10 images in paid publication using the same META audience as the December 2023 and January 2024 advertising, again with adjustments to improve performance with each new campaign.
Tip: When I test campaign audiences, I don’t run my tests from the primary campaign with the enhanced audience, but from a second campaign on the side, which I divide with Item A and B to test. Then I remove the harmful item from the primary campaign audience. I only test one item at a time in a second campaign: for example, test A and B of the primary audience copied with and without the item for 7 days. I remove or not the tested element from the primary campaign on the 8th day. In this way, the successful campaign does not slow down from bad tests. Oh, remember to drop, the bad tested item from your second audience too before you start a new test on something else.
Third update: at the end of April 2024, when the 10 individual campaigns were published on social media and the Meta ad was completed, the 10 images were added to the article and a readjustment of the introductory text was made in order to remove all notions of time in the text, so that the reader can read the article no matter at the beginning of the year or at the end of the year. (A new general promotion is now possible for the rest of the year.) This readjustment once again reactivates the novelty for the search tools.
Tip: note that every week, the image of each position could have been published during the spring in the article, updating the vitality of your article 9 more times. For this blog, this wasn’t worth it, but if you manage a site or e-commerce with a lot of volume, this could really help your positioning in search tools.
And a new content update: knowing an important update was going to happen on April 16, 2024, following Google’s version affecting website SEO, the entire content of the article was adjusted. A new promotion of the article announcing the update is also possible. For this new promotion, since only text posts with visuals and stories were used to promote the article, a video using the images of the individual ads was produced. This was published with the Google update mention.
Tip: Since 30 seconds to one-minute videos tend to be shown to new listeners on social media, and this article has been seen by subscribers since last winter, a one-minute clip version has since been online looking for new readers. If a META promotion is used, it will take the same audience as the previous two campaigns, with adjustments. Note, do not exceed one minute, not even at 1:00:001. The video will not go through the same algorithms of spontaneous suggestions, which is the large percentage of the audience.
The Blog Technique
This is how I give a long life to the most viewed articles of the W+M Services marketing blog. The articles about the Webmaster Profession and The SEO Techniques, originally written in 2018 and adjusted several times a year, are other examples of articles read by more than 2000 visitors since their publication, without ever putting money into external advertising before 2024, with an average reading of more than 4 minutes.
This is the best way I can demonstrate the strength of a good website referencing in the long term. Note, however, that I am also a webmaster, with knowledge of programming and digital marketing and communication tips; This kind of figure is not easily reached in a few weeks without putting a monetary budget and speaking with a digital marketing pro if you don’t have knowledge in the field. You can call all this doing micro-influencing, or a webmaster with a long targeting marketing experience, I guess.
Access all the #itSAMarketingThing Columns with the new category: Visit here Marketers!
Office News. The chronicle of the daily digital activities on virtual sales tools published in the Monthly Tickets of the Marketing Blog.
No 6: Organizing the Elements of a First Website
It must be difficult these days to have a company without a website. In addition to presenting our identity, it allows us to offer our products and services and display our contact information, projects, teams, and policies 365 days a year. It is a 24-hour open business.
Over the last three decades, we quickly understood the benefits a website can generate, and development brings specialized custom tools, adapted with artificial intelligence and personalized promotions to several audiences.
Does every business need a website in 2024? Well, most of them, yes. To help you prepare the general information of your first site, here is this month’s webmaster column about: The required elements of a first website.
Some Webmaster Advice on What Is a Good Website
A website is the business card of the new era. It must be organized, updated and displaying the contact information and legal aspects on all its versions (computer, tablet and mobile) to encourage a sense of well-being, like walking on a great store. That said, security and legal aspects are also part of the good customer experience.
Order First
There are many more things to look at when managing a website than the quality and beauty of images or videos. A site must be in order, with content grouped by subjects, including precise content at the right place and without spelling mistakes, so visitors are aware of the reason for your business after only a few seconds of visiting.
In addition, our brand presentation elements often need to reach multiple facets of the population and sections dedicated to media, sponsors and suppliers will eventually need to be on our website and in specific places where all readers are accustomed to finding this information.
It is also necessary to consider, for example, the lightness of the layout, the location of information in the purchasing process, or the speed of page downloads, to improve the customer experience, like the security updates and other technical innovations to program and operate, plus the SEO and optimization techniques for search tools to process. It is often said details make the beauty of a piece of art. The same goes for a website.
Well, Starting at Step One
Of course, information pages are prerequisites. Your site must have an About section, a Contact page, and Terms of Use (including your actions on privacy, site user behaviours, and purchase, delivery, and refund guidelines and check outs). The personalization of this mandatory content will lightly be more in the graphic and the layout than the text. It is possible to focus on the little details after displaying the information in your page but without exaggeration. That’s the ways we can customize a little of these about pages, with the thing that make the difference with your competitors. What makes you original and unique.
Yes, it’s tempting to go for the complex layout, but remember that you’re not the primary user of your tool. You must be careful and build your site for customers, so that your products and services are well explained, presented and above all, understood.
Sometimes it’s better to put design aside and go with a presentation and layout geared towards a better understanding of the visitor. Imagine the number of emails you can save just by positioning a few pieces of information more in plain sight. This will reduce your costs, simplify your tasks and save time.
Required pages on a website
Home Page
An inviting page that summarizes your business, the products and services offered, and the important facts of your actuality (sales, machetes and news, upcoming events, blog posts). In addition to satisfying search tools through SEO techniques, a working homepage invites the visitor to the desired purchase process or information pages. Hence the importance of paying particular attention to the download times of your page, the functionality of all internal and external links and the recurring update.
On the contrary, a landing page that doesn’t work won’t have accurate content, a crooked sales path, and a high return rate, indicating the visitor isn’t continuing and leaving the site. Check the spelling, the new vocabulary used in your field, the timeliness of the visuals, especially for images that use evolving technologies, and use expressions people generally use when talking about your product and service. Always introduce your business with a simple opening line and then use a more specific vocabulary in the following phase.
Remember homepage is the reception desk of a company; you don’t immediately enter in the laboratory, right? Make a path of discovery and sales for your visitor by using several explanatory pages and tabs, diversifying your content with music, clips, galleries of large images that are not on your homepage, but that opens to a next page, so to weigh of your homepage stay low.
About Page
The page telling who the company is and presenting the team and the technology used, the values and principles of the company and why not the history or biography!
Since the beginning of my career, About pages always have a good percentage of visits in the annual statistics of a business website. This is a page where it is good to put SEO techniques and set the parameters of the page to see the appropriate description and link in the company pages of the search tools.
The About page is also a good place to put a bit of originality and links to related pages. For example, for a children’s book site, games at the end of the page with the main characters to be found in a background image opening on a new tab would be useful as much for parents and children as for the statistics of the website (number of clicks, visit time per page, sharing of games on the social channels encouraging the visit of the site, etc.).
The Contact Information Page
The company’s administrative and contact information page is also very popular. It should not be underestimated. I invite you to disclose your postal address, an email and a telephone.
Many use forms to avoid entering their business contact information, such as self-employed and travelling workers who do not have a fixed office and work hours; We don’t all want to receive our customers at home or especially to see them arrive in the middle of a family lunch without warning.
I understand very well the reasons for not displaying the physical address, an email or opening hours on digital tools, but I tend to tell entrepreneurs to register or at least give visitors an idea of the opening hours if not mentioned, such as:
Hours of work as per the contract, contact for more information.
Changing working hours to be determined due to external mandates
Please note emails are taken once a day with the possibility of a delay of 48 business hours to respond to your request. Thank you in advance.
Finally, a Contact page can also be completed, such as the About page, with informative content with internal links, such as blog articles, a display of your sale and promotions, new tour dates, etc.
Why not use an invitation that, at the same time, already involves the visitor, such as: This non-mandatory and confidential form can allow us to identify your request, or question, and forward it to your next contact person! This is what I call high service and I haven’t even opened the form to write to the company yet.
Policies, Purchase and Refund Condition, and Privacy
Yes, in the last paragraph, there was the word confidential. This brings us to the information, concepts and legal policies that every merchant must display on their website, depending on the type of business they are doing.
Policies, cookie warnings, privacy policy disclosure, purchase, refunds, delivery and return instructions are not optional! Let’s be wary, already from the start, of websites that don’t have these, even internationally. It’s 2024 now, all e-commerce is regulated in any way and merchants must respond to it. Don’t buy from sites without a policy or regulation at the bottom of the page or any apparent address, don’t put your personal details in their purchase and payment system, and simply don’t subscribe to their 10% off promotion mailing list. You will do so when they have posted their policies, like all merchants, indicating they are responsible and understand that consumers have recourse. Come on!
In short, a consumer must have the same protection online as in store when it comes to their purchases. Purchase or contractual instructions therefore serve to protect the consumer and the merchant, who also has recourse in the event of cancellation or otherwise. I invite you to consult the website of the Office de la protection des consommateurs (OPC) about merchants’ obligations, such as contact information, details and descriptions of products and services to be provided at the time of purchase, information on costs and delivery, or the rules and conditions of exchange and refund. In fact, on May 13 of 2024, the OPC launched the prevention campaign on contracts concluded at a distance to inform and empower consumers during this type of transaction. Great!
Privacy Act
With respect to accountability for the confidentiality of merchant data, chapter P-39.1 - ACT RESPECTING THE PROTECTION OF PERSONAL INFORMATION IN THE PRIVATE SECTOR, item 3.1. of section 1 indicates, with some exceptions, (translated from French) Every person who own a business is responsible for the protection of the personal information under his or her control. Within the company, the person with the highest authority ensures compliance with and implementation of this law. She is the person responsible for the protection of personal information; It may delegate this function in writing, in whole or in part, to any person. The title and contact information of the person responsible for the protection of personal information shall be published on the company’s Internet site or, if it does not have a site, made accessible by any other appropriate means. 2021, c. 25, s. 103. It is therefore essential to clearly display the instructions on this subject.
Read More
I invite you to read the full column to discover digital marketing tips that will improve the performance of your new website and visibility in search tools.
Read the complete Webmaster Column here
July 2024 - Organized and Working at Home
Back problems, equipment between two tables, inappropriate lighting, yes sometimes, freelancers often put emphasis on their clients and contracts at the expense of their posture and office equipment. This sometimes leads to physical problems that we hope to solve with the publication of this article.
For the occasion, since November 2023, the office room of the W+M Services has been in renovation and each step has been noted, documented and researched, in order to organize each stage of the renovation or design of an office space, from lighting to the choice of a chair and lamps, for workers in front of screens all day.
And you, since the pandemic, your workspace has moved to how many rooms so far! Here, it’s the third. We’ll talk about it again in the summer.
Having had a lot of problems with my workspace over the past few years, I now have an ideal typesetting and writing desk with a view of the window and the sunset. I am very inspired by the sounds of nature, the songs of the birds and the smell of flowers and the mowing of the lawn.
I am also friends with all the dogs in the neighbourhood and greet all the beautiful people! That’s how I conclude the June edition, because next month, we’re going to talk about the home office and I particularly like mine, including the neighbourhood and daily networking.
Until then, see you on the Blog.
Thank you,
Jeff, the animal-friendly webmaster.
Cr Images: W+M Services
Monthly Ticket and Editorial Theme: Under The Clouds by JM Musique
Production: W+M Services
Annual Partner Advertisement JM Musique
JM Musique presents Under the Clouds, the Music Theme of the W+M Services e-magazine on August 1, 2024, at 12:30 PM
The songwriter will present, via the JM Musique YouTube channel, the official clip of the song used in the openings and promotions of the Monthly Ticket, the virtual mag from W+M Services!
JM Musique, annual partner and producer of the musical portion of digital creations from W+M Services.
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