The Importance of Optimising for Voice Search

The volume of voice search is increasing particularly with the rise of voice assistants. All major technology providers have heavily invested in virtual assistants and voice search.

Google has Google Assistant, Apple has Siri, Amazon has Alexa and so on. Optimising your digital campaigns for voice search is now a vital component in any strategy as voice search has fundamental differences from typed search.

Our team at FCDM have complied some tops tips for optimising your digital campaigns for Voice Search:

Optimise for Mobile

Voice search is mainly associated with mobile, as most voice queries come from smartphones. Different mobile devices are widely used so it is vital to adopt a mobile first approach when optimising your website.

Ensuing that your website is highly responsive to all devices is the first step. Testing your pages regularly for mobile friendliness is also a must and keeping all your resources crawlable to make sure your mobile site doesn’t block CSS, JavaScript, images, videos is essential. Once completed, it is important to add and verify the mobile version of your website in Google Search Console.

Think More Local

If you run a local business, optimising for voice search is a must as voice searches are normally more location-focused than any typed searches.

Creating and optimising a Google My Business account is the first step and then start gathering as many reviews possible on Google. Our team would also recommend optimizing you AdWords campaigns for the “Near me” searches, adding AdWords location extensions and incorporating Google Maps Local Search ads into your campaign.

Create Natural Content

When you think about it logically, when you speak to your phone you essentially treat it like a person! Thus when optimising your content for voice search, it must be as naturally sounding questions or statements. It is vital to provide clear context to what your content is about and write it in a way that can be read aloud. You can consider building your content around questions, creating a Q&A page on your website. Optimizing the format is also important as Google loves small tables, paragraphs and short lists.

It is important to note however that voice assistants rely on natural language processing. Over time they learn the patterns unique to the person who speaks to them, their preferences in restaurants, transport, shops, and other kinds of their behaviour. On the basis of this knowledge, virtual assistants will provide tailored and relevant search results that vary depending on the user.

Conversational keywords

Our final tip from our FCDM team is to understand that a different approach must be taken when it comes to keyword research for voice search optimisation. As voice search is more about long-tail conversational keywords and questions that people are likely to ask a different approach is needed. Long-tail keywords are less competitive and generally convert faster.

By using the above tips, you can easily optimise your digital marketing campaigns for voice search results.  Our extensive experience in assisting our clients with optimising their strategies for Voice Search ensures the specialist skills needed to execute effective and profitable digital strategies. If you are looking to partner with an expert team to drive new business, feel free to get in touch today on +353 1 5253188 or email sales@fcdm.ie

Facebook Announce News Feed Changes

According to a recent announcement from Mark Zuckerberg, what we will see on our News Feed is set to change very soon.

Nowadays, most of our Facebook news feeds are dominated by professionally made content from brands, businesses and the media. According to a recent announcement from Mark Zuckerberg, that is all set to change very soon. Facebook’s new goal is to help you to “have more meaningful interactions”.

According to Zuckerberg, Facebook has studied academic research and concluded that social media is only good for a user’s well being if they use it to “connect with people we care about”. So Facebook now wants to promote the sorts of posts that encourage those interactions. Moving forward, expect your news feed to be now dominated by posts from friends and family, as well as Facebook groups that you are a member of.

Facebook has long displayed concerns over the decline in organic sharing with users posting content about their own lives, rather than simply sharing links to the wider web or professionally produced videos and photos.

Facebook now plans to promote posts that generate discussions over those that are ‘passively consumed’. Company executives say they hope the changes will make people feel better about using Facebook, following a year in which critics have warned of its negative effects on society and high-profile former employees have distanced themselves from their creation.

Facebook have also reportedly partnered recently with fact-checking organisations, working to prevent fake news from spreading. It is now forcing all advertisers to disclose the content of their advertising publicly.

If you would like further information on Social Media Advertising, free free to get in touch today with our experienced team!

Digital Marketing Experts for the Real Estate and Property Industry

At FCDM, we have been working with real estate and property businesses many years. In that time, we have developed a full suite of digital marketing services designed to help real estate and property brands to drive new business.

As the digital age becomes more prevalent, today’s renters and home buyers use the internet as their primary source of information, searching for properties and real estate agents online. Nearly half of all buyers discover their new homes online hence it is vital that your online presence allows your real estate and property business to reach the widest and most appropriate audience.

How does FCDM help to drive new business for our real estate and property clients?

Real Estate and Property Web Design

To begin, we work with each real estate and property client to design a website that fits their unique personality. Our technical expertise and extensive experience in web design, allows us to offer advanced functionality without sacrificing reliability. At FCDM, we utilise the most advanced web technology that provides successful, measurable outcomes guaranteeing your real estate and property brand long-term digital success.

Real Estate and Property SEO, Social Media Management and Paid Search

We then create winning Integrated digital marketing strategies for our real estate and property clients, with the key aim of maximising brand exposure and visibility.

At FCDM our team ensure to utilise a clear and consistent voice across all communication channels to ensure that your digital branding remains consistent, relatable and easily recognisable. very best digital material is used to promote real estate and property businesses online.

We have a proven track record in delivering award winning marketing solutions for many top companies in the real estate and property industry, both here in Ireland and abroad. Our clients benefit from increased conversion rates, improved brand awareness, increased sales leads and enhanced profitability. Some of our most recent projects for our real estate and property clients include:

Balmoral at Water’s Edge
Quinta do Lago
Feltrim Resorts
Feltrim Reserve
Feltrim Group

Our extensive experience working with well-known and influential real estate and property clients around the globe, ensures the specialist skills needed to execute effective and profitable digital strategies.

Contact our team today to discover how FCDM can help your real estate and property brand to drive new business!

Increasing Engagement on Facebook

The majority of your posts on Facebook should be aimed at getting your audience to engage with your page. You can do this in many ways, by encouraging audience participation and sharing content relevant to your niche or industry.
Here are some top tips from our team on Increasing engagement on Facebook:

Geo Targeting

Facebook allows you to create targeted ads that will utilize Geo Targeting, specifically focused on the geographical areas that you wish to target. This will allow you to deliver different, more localised content to that visitor based on their location.
This can include the creation of special offer campaigns, ‘Like’ driven campaigns, product information and factual campaigns, in order to drive engagement and increase conversions.
Local Awareness Ads can also be created. These ads can be targeted with a specific radius, around an address. This can aim to send ads to people when they are in a location close to a selected centres and encourage the user to take advantage of a particular special offer or deal. This strategy can assist in driving foot traffic your business also.

Encourage Facebook Reviews

Having customer testimonials on your business Facebook page can help build trust and engagement with your target audience. FCDM always recommend aiming to gather as many Facebook reviews as possible. It is important to offer an incentive to customers to write a review. For example a % discount etc.

Increased use of Video

On Facebook, video content is shared 12x more than text and link content combined. Sharing video testimonials with your Facebook followers will catch their attention and generate more engagement than a plain text status update.

Competitor Monitoring

You can also create ‘Pages to Watch’ in Facebook Insights that will allow you to watch competitor Facebook pages. This will enable you to easily compare their activity, engagement and audience growth. This information plays a key role in learning from a wide variety of sources and direct competitors and will allow you to see what’s working for competitors or similar niche pages.
Monitoring the content that your competitors have posted, ads they are running, how often they’re posting and the resulting engagement can be invaluable information when crafting your own engagement strategy.
As you can see, there are a lot of great ways to use your Facebook page to drive engagement. Discover how Facebook Advertising can enhance your businesses bottom line, by scheduling a consultation with our experienced team today!

Optimising Your Product Landing Pages

At FCDM, we understand the importance of optimising your product landing pages, so that potential customers are arriving onto product pages that meet their needs.

There is a big difference between filling up your product pages with content and optimising them for purchases. Being very specific with what you want your visitors to see, do and buy is vital however many eCommerce stores remain cluttered, confusing and have very high bounce rates.

At FCDM, we understand the importance of optimising your product landing pages, so that potential customers are arriving onto product pages that meet their needs.

It is  crucial that your landing pages are planned, designed, executed, and always working correctly.

Our team have put together some useful tips on optimising your product landing pages:

 

  • Show an “added to cart” notification.

 

  • Implement a product zoom feature.

 

  • Increase trust and conversions with user submitted reviews.

 

  • Use wish lists to drive traffic and increase sales.

 

  • Using product videos are proven to increase conversion rates.

 

  • Increase trust by adding a privacy policy link.

 

  • Get the length of your product page content just right and always be more explicit and detailed for complex and expensive products.

 

  • Communicate shipping on all pages clearly and shipping costs that apply to the country should also be shown.

 

  • Show the expected delivery date on the product landing page and cart page.

 

Finally, personalising your related product recommendations will have the greatest impact on your visitors. Your eCommerce website should display the visitor’s preferred products based on his or her past visited sites and previously browsed pages.

Optimising your product landing pages for conversions is a must in today’s competitive environment.

As a leading eCommerce solutions provider, FCDM are experts in the creation and delivery of result driven, digital strategies that win business for our clients. Contact a member of our experienced team today at FCDM and start generating more online sales today!

 

Google Release New Ad Extensions for Call-Only Ads

Call-only ads are designed to encourage people to call your business, and only appear on devices that can make phone calls. Clicks on these ads send potential customers to call you from their smartphones.

Previously, call-only ads did not display these ad extensions, but starting today, call-only ads will be eligible for three extension types. Not surprisingly, the included extensions aren’t those that require clicks — as the goal of the call-only ads is to increase phone calls.

Google recently commented that ’hundreds of thousands of advertisers are already using call-only ads to generate more phone calls from mobile search. We are now introducing upgrades to call-only ads, starting with the launch of ad extensions. For the first time, you’ll be able to show ad extensions with call-only ads to promote more relevant information about your products and services, and give people more reasons to choose your business. In early experiments, we’ve found that implementing new extensions to call-only ads can improve click through rate by 10% on average’.

The three ad extensions available for call-only ads are:

Location extensions

Using location extensions, can let users know where they are calling, give the location of your nearby business and will help drive increased in store visits.

Callout extensions

Callout extensions offer flexibility in providing more detail in the ad. Businesses can promote unique offers and benefits such as 24-hour customer service etc

Structured snippets

Just as with text ads, structured snippets give simple context to goods and services using predefined headers like Destinations and Types and can now be added to call only ads.

At FCDM, are trusted and certified Google Accredited Partners which is the highest award that is given to us directly by Google.

Google certified partners are more equipped to help your business grow and prosper online. We know how to transform your Google AdWords campaign into your most powerful lead generation tool.

If you are looking for an experienced digital agency, who are Google Accredited Partners and can help your business to win business, we can help you! Contact our experienced team today to find out how FCDM can take your business to new heights!

The Power Of Instagram Marketing

The Power Of Instagram and Instagram Marketing

Instagram, the leading photo-sharing app and social network which was created in 2010, has amassed over 700 million users and over 400 million users actively use the app every day. With new features being constantly announced like stories, live video and disappearing messages in direct, businesses now have more ways than ever to express themselves and bring customers closer to their brand.

According to recent figures from Instagram, one in five stories on Instagram gets a direct message from its viewers. With over 70% of users following a business, it’s no surprise that one-third of the most viewed stories are from businesses. Businesses are quickly realising the power of Instagram and the valuable benefits but at FCDM, our experienced team understand the mechanics of Instagram and how to use it as a key lead generating and brand building tool.

Understanding the Mechanics of Instagram

Although the ultimate goal for a company when using Instagram is to engage their current audience, while also growing their following, Instagram can become a powerful lead generating and brand building tool when used correctly. With Instagram, it is never advised to immediately post sales focused content, as nobody will engage with your page and your efforts may go to waste. Thus, it is vital to first understand the mechanics of Instagram, analytical tools available and then and only then, devise a strategy to drive Instagram engagement to promote your business effectively.

Know Your Followers

Instagram Insights can help you to learn key information about your followers and the people interacting with your business on Instagram. Insights relating to gender, age range and location are at your disposal. You can also see which posts and stories your audience sees and engages with the most, allowing you to adapt and share unique and valuable content to those audiences, at the right time.

Driving Engagement

Now that you have gained an in depth insight into your followers, your social media strategy and content scheduling can now be aligned correctly in order to drive maximum engagement. Here are some of our tips for driving Instagram engagement:

  • Encourage increased user generated content and ask customers to share their photos
  • Go “Behind the scenes” of your business and share the daily happenings
  • Use relevant hashtags
  • Make sure your posts are on brand and on trend
  • Run giveaways and promotions or co-sponsor an Instagram contest to include Like contests, Comment contests & Photo Challenge contests
  • Reply to all your comments promptly
  • Promote your Instagram presence on other platforms

It is important to remember that real-time content on Instagram lets you reach people any time with your brand message, so your brand is “always on” and just a tap away, so it is vital that businesses reply to comments promptly. This will assist in building deeper, more meaningful relationships with your potential customers and builds trust in order to lead them to a potential purchasing decision.

Instagram Advertising

Now that you have the knowledge on who your followers are and how to engage them, Instagram Advertising is the next step in order to encapsulate the power of Instagram Marketing and start your lead generation and brand building strategy. Creating relevant content that resonates with your audience, sharing it at the right time, then measuring performance, is the next step.

Instagram Ads can be created using the same tools that you use to create Facebook ads using ad creation, Power Editor or the Facebook Ads API. Creating Dynamic Adverts on Instagram, that target people who have already expressed an interest in your company, can aim to convert prospects into profitable customers, where they now feel inspired and take actions on posts, as it is now more relevant to them. Highly targeted types of Instagram ads, with the help of video ads on Instagram, can bring your key messages much closer to your audience and drive profitable action. Facebook and Instagram Dual ads can also be easily created thus allowing you to reach a larger audience than just running Instagram ads alone.

Measure Performance

Monitoring Ad performance and calculating the engagement rate is the next step in order to evaluate the effectiveness of your Instagram Marketing strategy. Engagement refers to anytime a user likes or comments on one of your business posts. To calculate the engagement rate, it is the number of the total engagement received by an Instagram account, over a time period, as a percentage of followers.

The equation is Engagement = Engagement / Followers.

At FCDM, our experienced team understand the mechanics of Instagram and how to use it as a key lead generating and brand building tool. If you feel that we can assist your business in devising a strategy to drive Instagram engagement and to promote your business effectively, please get in touch today and see how we can take your business to new heights!

Converting your online retail opportunities and maximising sales

According to a recent report, irish consumers are now spending €850,000 an hour online, up 20 per cent on four years ago, making Ireland one of the fastest growing digital economies in the world.

It is estimated that Irish consumers will spend €21.4 billion online by 2020, or 8% of all consumer spending in the economy. That represents a significant opportunity for retailers, but it isn’t just all about getting a website and waiting for the sales to come in. Since 2010, by combining our extensive e-commerce experience and crafting results driven digital campaigns, has seen us dramatically boost online sales and revenue for companies across Ireland, the UK, US and the Middle East, who continue to capitalise on the ever-increasing opportunities presented by the growth of the digital economy worldwide.

Flowers.ie – Ireland’s Leading Online Flower Retailer

Our experienced team at FCDM are the driving technical force behind many well-known online retailers including Flowers.ie which now has 75% of its business online. Our team have designed and developed a powerful and fully optimised eCommerce solution for Flowers.ie to engage, convert and retain customers. We then developed and launched a supporting result driven, multi-channel digital strategy, to continually drive potential customers to final purchase decisions and convert prospects from someone who is “just looking” into profitable paying customers. This process has included implementing tactical bid strategies for the initial search, driving engagement on Instagram, email recovery campaigns, re marketing on Google and Facebook, the list goes on!

By also implementing a targeted and results focused follow-up process to maximise sales and attract more repeat business, Flowers.ie is now Ireland’s leading online flower retailer and has changed the way in which flowers are distributed in Ireland. Since coming on board with FCDM, the company has gone from having virtually no online sales to having over 75% of business through online sales. The online growth of the website www.flowers.ie has been phenomenal.

At FCDM, we continue to assist a large portfolio of retailers around the globe to adapt to the changing retail landscape by maximising online sales opportunities, in order to meet the changing needs of their diverse customer base. We are always interested in meeting with new businesses who are looking to grow and capitalise on the opportunities presented by the growth of the digital economy. Contact a member of our team today to discuss how we can take your business to new heights!

eCommerce Payment Fraud Protection

As retailers continue to capitalize on growing international demand, eCommerce payment fraud is constantly increasing as more consumers turn to the convenience of online shopping. Online fraud is a consistent problem facing retailers and is proving very expensive. FCDM can help businesses to reduce the damage significantly, by ensuring that every step is taken on behalf of our clients, to tighten security and prevent malicious activity by offering a full security solution focused on eCommerce payment fraud protection.

At FCDM, we understand the importance of knowing which types of fraud that our clients are most likely to encounter and how to protect against them. Most online retailers will be familiar with Friendly Fraud (charge-back fraud) in which a customer makes a purchase and they deliberately initiate a charge-back, claiming that their credit card or account details were stolen. They are reimbursed and they keep the goods or services.

Generally, the most popular eCommerce attack methods are:

  • Clean Fraud, whereby a stolen card is used to make an online purchase and the transaction is then manipulated in a way that fraud detection functions are decreased.
  • Account Takeover occurs when an attacker finds a way to control someone else’s credit card, bank account or customer account information and use it to make purchases.
  • Identity Fraud is whereby someone wrongfully obtains and utilises personal information to conduct to conduct a wide range of crimes.

Our Approach to eCommerce Payment Fraud Protection

At FCDM, our expert eCommerce developers ensure that cyber security and prevention is at the forefront of each eCommerce solution that we deliver. At the outset, our expert developers assist our clients in selecting the right eCommerce platform. It is vital that your eCommerce site is developed on a platform that uses a sophisticated object-orientated programming language like Magento or WordPress.

The next step is to achieve and maintain PCI Compliance. PCI compliance involves security precautions like changing default passwords on all network equipment and establishing a firewall between Internet connections and any system that stores credit card details. We recommend a partnership with PayPal or Stripe that handles many security requirements for you by using SSL (https instead of http). Using an address and card verification system like Verified by Visa or MasterCard Secure Code should also be considered.

Following these vital steps, we will always recommend taking further action to ensure that all personal and financial information is kept safe and remain secure. Some of these steps include utilising tracking numbers for all orders and to set a requirement for strong passwords for customer logins.

Once the core provisions have been put in place, our experienced team continue to enforce and maintain preventative measures including monitoring system alerts for suspicious activity, ensuring that regular site maintenance is carried out and updates are completed.

Choosing an experienced partner like FCDM guarantees protection from digital theft, prevents charge backs and will improve your businesses bottom line. At FCDM, we understand that the online retail landscape is constantly evolving, thus demanding a constant proactive and adaptive approach and provide valuable expertise to our clients. Contact a member of our team today to discuss how FCDM can help you and your business with eCommerce Payment Fraud Protection.

The Importance of Google Analytics

At FCDM, we rely on Google Analytics for monitoring website traffic of our clients’ websites. We use the information provided to mould the digital strategy of our clients. Google Analytics was launched in 2005, and is the most widely used web analytics service in the world. Google Analytics is used predominantly by small and medium-sized business owners, in order to view the traffic on their website. By utilising Google Analytics, you can discover how many people view your website, how many download items from your website, and how many visitors get referred to your social media pages from your website.

Google Analytics can be used by anyone who has a google account. If you’re wondering how it works, the data is collected by a JavaScript page tag that is inserted into the code of pages the user wishes to collect data on. This tag works as a virtual bug to gather information on users. A limitation with Google Analytics is that the tag relies heavily on cookies, and therefore cannot collect data from users who have disabled cookies.

When using Google Analytics, you can alter your dashboard so that you can see the statistics that are most relevant to you. If you are running campaigns, you can discover which campaigns are the most successful. You can even discover where in the world your most frequent visitors are located, and what items are searched for most on your website. You can determine which pages keep your visitors interested for longer periods of time, and which have the highest bounce rate. The bounce rate is the percentage of visitors on your website who close your website entirely after viewing only one page. In case you’re interested, you can also find out how many visitors were using mobile devices while visiting your website, which may help you when deciding whether to upgrade your website to a mobile friendly website.

Google Analytics can be used in conjunction with other google products like AdWords, Public Data Explorer and Website Optimiser. There are some limitations to Google Analytics, which means that it may not be suitable for more complex websites and larger organisations. The valuable information you get from using Google Analytics is endless, and its popularity only confirms how valuable a tool it really is. If you would like to learn more about how we can implement a digital strategy for your company, please don’t hesitate to contact us today. We look forward to hearing from you and working with you soon.

Team FCDM