Agency of the Year 2020

We won the Silver title in the Agency of the Year 2020 competition

We have the pleasure to inform you that our agency has been awarded the Silver title of Agency of the Year 2020! 🥳🎉

Agency of the Year by Ad World Masters is a unique digital competition which rewards agencies based on big data.

Data is at the core of Ad World Masters. In total, over 160 data points per agency are being processed by Ad World Masters AI algorithm to calculate the Agency Score which represents the quintessence of this data and gives an outlook on the agency’s potential.
Agencies of the Year 2020 competition is based on Ad World Masters’ Agency Score. All Agency Scores of awarded agencies have been manually reviewed by the Ad World Masters Team.

About competition and Agency Scores

Over the past year, based on Ad World Masters technology, they have scored and ranked over 10,900 agencies.

This competition is an opportunity to rediscover the industry from a different angle.

So, what is the Agency Score?
It represents digital and human-controlled data such as Reviews, SEO, Social, Web performance, Awards, and more. This Agency of the Year title elevates and promotes the best agencies through factual and objective data.
Ad World Masters’ mission is to match top marketers with top agencies through the use of data and our unique digital tools.

All eligible agencies had time until the 31st of December to fill in, update their data and digital KPIs to improve their Agency Score.


There are three categories for The Agency of the Year title: Gold, Silver, and Bronze as follows:

Gold for Agency Scores ≥ 9.2
Silver for Agency Scores ≥ 8.7
Bronze for Agency Scores ≥ 8.5

Klikeri scored 9.0! 💪


Among the 11,400+ agencies present in Ad World Masters database. But, only a selected few per country scored over 8.5 and received the title Agency of the Year 2020. In total 2175 agencies, about 19% of Ad World Masters agencies received a title. Overall, agencies received 105 Gold, 1168 Silver, and 902 Bronze titles.

Thank you all for supporting us! 👍🤗

Google My Business kategorije

How To Correctly Choose Google My Business Categories and what tool can help you?

In creating a Google My Business listing for your local business, making a data-based decision is one of the most important steps you’ll be taking. Just how influential are the categories you select?

What exactly is this all about?

Recent State of the Local SEO Industry 2020 survey found that, out of all factors, GMB elements (which include categories) have the greatest impact on local pack rankings. Choose wisely, and these elements help ensure Google views you as a candidate for possible inclusion as a result for a set of search phrases. Choose wrongly and you can exclude yourself from this vital visibility.

Google categories can also play a role in determining which features will be available to you in your Google Business Profile/Google listing. For example, if you’re categorized as a “hotel”, you won’t be able to use Google Posts. If you’re categorized as an educational institution, you won’t be able to receive reviews. Meanwhile, if you’re categorizing your business in the auto dealership space, you’ll be allowed to have multiple listings for your departments and the car makes you vend.

Categories impact the attributes that will be associated with your business, the menus you can use, whether booking buttons are available to you, and whether you have primary or secondary hours of operation displayed.

In short, your choice of your primary and secondary categories contributes a lot to Google’s understanding and handling of your business.

When and where to choose Google categories?

In creating a brand new Google My Business listing, one of the first thing Google asks you to do is to choose a category:

And, as Google says, you can change and add more categories later. Once you have access to your GMB dashboard, you’ll find your categories this way. Click on the “Info” tab in the left menu. Look right below your business name, where the pencil icon will let you edit your categories:

You can select up to 10 categories. Your primary category is most important. It will have the greatest influence on your local rankings. It must be chosen with extra care:

You can edit your categories in the GMB dashboard any time you want to. Please understand that doing so can substantially alter the rankings you’re experiencing for various search phrases.

How to choose Google categories?

Here’s your step-by-step workflow for picking the Google categories that are best for your business. Of course, with the help of some great tools.

1) Determine your most important search phrases

First, create a list that includes:
The type of business you operate (e.g. “supermarket” “medical center” “restaurant”) and its variants. For example, if you’re an attorney, list out the subtypes associated with your firm, such a “personal injury lawyer” or “tax attorney”. If you own a restaurant, include whether it’s an “Italian restaurant”, a “family restaurant” and other qualifiers. A supermarket might also be a “grocery store” or “natural foods store”.
The full list of goods and services you offer. Your HVAC company offers heater repair, air conditioner repair, etc. Another example would be your landscaping company offers tree service, landscape design, yard work, etc. Your clothing store offers men’s clothing, shoes, jewelry, etc.

Next, take your list of keywords and enter them into your choice of free or paid keyword research tools to discover which terms have the highest potential search volume. For example, Moz’s Keyword Suggestions tool within Moz Keyword Explorer can help you determine the difference in search volume between two terms like “Mexican restaurant” vs. “taco shop”:

Note down the search volume for each term on your list.

Finally, refine your list down to a smaller set of terms that combine the highest search volume with being most relevant and important for your company. In most cases, this is the list you’ll move ahead with. Although there are some cases in which you would choose to target lower volume search phrases. Why? Well, because they are either a) less competitive, or b) a more exact description of what your business is.

2) Determine which categories your market competitors are using for your most important search phrases

Now, take your refined list of search phrases over to Google and begin searching for them in your local market. Your local market is made up of your customers’ locations in relationship to your business location. This could only be as large as your neighbourhood. Or, it could include a whole city or several adjacent cities, depending on:

– Your business model
– The distance from which customers are willing to travel to get to your business
– The distance from which Google believes customers are willing to travel to get to your business

For example, a coffee shop might have quite a small local market if most of its customers arrive looking for a quick, convenient cup of coffee.

Meanwhile, an amusement park might have a much larger local market because people are willing to go a greater distance to visit it. Google’s local results increasingly reflect their understanding of intent differently for different business models.

Make a list of all the competitors you discovered in your market while searching from the location of your business.

Next, be sure you’re using the Chrome browser. Head over to Chrome Webstore to download the awesome, free, new extension called GMBspy. Developer of the extension is George Nenni of Generations Digital. Turning this extension on enables you to go to Google Maps, search for your market competitors and see their categories, like this:

You can look up competitors one by one, or just mouse around on the map to see the GMBspy extension data pop up.

Google doesn’t automatically reveal all the categories a business is using and so this little tool saves so much time, and a lot of fiddling around with HTML to access that data. What a great development!

Note down all of the categories your market competitors are using. Pay special attention to the categories being used by the business ranking #1 for each of your refined search phrases.

3) Get category suggestions and leave no stone unturned

Your market might be full of highly active competitors who have wisely chosen the best categories, or it could be a less sophisticated scenario in which other companies are overlooking opportunities you might be able to discover.

Hop on over to PlePer’s GMB Category Helper. Type in your business name and up to three comma-separated search phrases.

If you’ve not yet opened for business do this. Just enter the street address of your proposed location instead of a business name. Then, go get a cup of tea or do a little exercise for five minutes and come back for this amazing data:

Based on your lat-long coordinates, PlePer shows you your current categories. Also, you can see which categories are used in your area, a list of category suggestions, and other useful information. Quite cool! The free version of this tool lets you do three such searches per day. Jot down any notable findings that were absent from using GMBspy.

And, finally, just to be sure you haven’t missed any potential opportunities, move over to PlePer’s full GMB category list:

It’s updated at least every 3 days, which is great because Google continuously adds and subtracts categories. Just select your language and country and hit the “fetch” button. This tool can be especially useful if you offer an unusual good or service and aren’t sure whether a category exists for it. Note down anything you feel might be relevant.

Finally, within the GMB dashboard, Google will also sometimes make suggestions about additional categories. This you might want to consider adding:

In the above screenshot, you can see that some software company is causing Google to suggest that it might also want to select “accounting software company”. It is up to you to figure out whether these suggestions make sense.

You’ve now got all the data you need to make a selection. Of course, based on the categories that are applicable to your popular search phrases and that are being used (or overlooked) by your top market competitors. Well done!


Koja platforma nudi najbolji povrat ulaganja (ROI) - Google oglasi ili Facebook oglasi?

Which Platform Offers The Best ROI – Google Ads or Facebook Ads?

How is your ROI? :) It’s no secret that Google Ads (formerly known as Google AdWords) and Facebook Ads have a longstanding rivalry. What is it about these two platforms that cause so much discussion? And how do you choose which platform to utilize for your business?

When it comes to your ROI (return on investment), it’s essential to make sure you invest in the right platform to generate ad revenue. Digital marketing experts are no stranger to this question, but the response is almost always the same: It depends on your company and your target audience.

Both options are great, and depending on your business objectives, one may be a better fit for your budget. In this ever-changing world of digital marketing, it’s helpful to invest in the right ads. If you’re ready to invest in one of these platforms and finally choose a side in the Google Ads versus Facebook Ads debate, this article is a must-read.

Facebook Ads vs. Google Ads – Why The Debate?

In reality, there isn’t a “better” option, because both platforms perform differently from each other and bring their unique benefits to the table. Some more specific questions to ask are:

• What is my available advertising budget?

• Which one is better for reaching my target audience?

• What stage of the buyer’s journey am I trying to earn?

Most internet users regularly use both of these platforms. Depending on the age, income range, lifestyle and other factors that make your audience unique, one may be better at investing your budget. But what other factors are important to increase your ROI? When you take a look at what makes these platforms unique, and the Google Ads versus Facebook Ads cost, it can become easier to make your decision.

What Are Google Ads?

Customers have more choices now than ever before, as businesses worldwide create websites for their businesses. To be successful, you need to change how you find, deliver and retain customer interest at each stage of the purchasing funnel.

The different types of campaigns you can use with Google are:

• Search network campaigns

• Display network campaigns

• Google Shopping Ads

• Video campaigns

• App campaigns

Google has been instrumental in facilitating these changes by implementing their PPC (pay-per-click) advertising approach. It uses your industry’s keywords to charge you only for the clicked ads. Also known as paid ads, this technique can be efficient or expensive, all based on your industry. Other search engines use other and similar methods, but Google is the most popular and successful option available for this type of marketing.

What Are Facebook Ads?

While Google Ads focuses on paid search, Facebook Ads is all about paid social. Your target audience’s behaviors and patterns are what make social advertising so effective. Through Facebook, your customers can connect with other consumers, voice their personal experiences with your company and stay up to date with your business.

The different formats of ads you can use on Facebook are:

• Video

• Photo

• Slideshow

• Carousel

• Dynamic product ads

• Lead form ads

Over 180 million businesses use Facebook for their business advertising or to connect with customers. Like all things on the internet, ads on other social media platforms (like IG and LinkedIn), are quickly becoming valuable tools for business owners around the world.

How Does Each Platform Benefit Your Business?

What are the different benefits each of these platforms offers your business, and what are the different options available? When it comes to brand awareness, sales generation and more, this list of top three perks for each has you covered.

Benefits of Google Ads:

  1. You can bid on millions of keywords to get your ads to rank higher. You can reach new people, increase your exposure and more.
  2. Earn higher SERP (search engine results page) ranking by creating relevant ads. Money doesn’t buy the top advertising spots. So any sized budget can allow you to compete with top brands for customers.
  3. Google uses search and display networks to help you create ads that will appear in search results. The variety of options can help you generate more leads.

Benefits of Facebook Ads:

  1. People share tons of information about themselves on Facebook, like interests, beliefs, hobbies and more. You can use this natural transference of data to target the people most likely to shop with you.
  2. Once you have a database of the people most likely to shop with you, you can import that data to Facebook and target those people with your ad campaigns.
  3. A critical part of successful advertising is your conversions. Earning sign-ups, sales, subscriptions, followers, leads and whatever else matters to your business will help you succeed.

So, Which Platform Has The Best ROI?

It’s clear that there are benefits to advertising on both platforms. But…what matters at the end of the day is your ROI. In the great debate of Google Ads versus Facebook Ads, it comes down to which one will bring you the highest return.

Theoretically, if you took two campaigns in the current market and ran them for 30 days to gauge their performance, specific trends may start to appear. Both Facebook and Google are focused, in this instance, on earning memberships for a gym:

• The Facebook option earned 103 memberships and had 150,000 impressions, but had an $11.00 cost per conversion.

• The Google option gained 200 memberships at an impressive $4.00 per conversion and collected useful data about the types of ads that worked best.

While Facebook looks like the more expensive option, you can’t deny that a large number of impressions could lead to a higher long-term return. The best social media platform campaign is truly based on those valuable impressions and regularly reminding your audience that you can help them solve their problems.

Where To Start?

Your business and industry will heavily weigh which platform would be best for your business. Consider what your company needs and where you can reach your target audience.


merging Instagram and Messenger chats into one service

Merging Instagram and Messenger chats into one service

Facebook has been planning to merge WhatsApp, Instagram, and Messenger chats into a single app for some time. But now the company has taken the first actions to make this happen. During this Friday night, Instagram launched an update to offer an option that merges its chat feature with Facebook Messenger.


Instagram users are now being notified to join their accounts with Facebook Messenger, which brings chats and features from Messenger to Instagram. “There’s a new way to message on Instagram,” says the message showing the icons of the two Facebook apps.

In addition to combining the chats of both services, the update also adds some of the options previously available on Facebook Messenger. Including colourful chats, reactions with any emoji, and swiping for replying to individual messages.

Instagram says that merging with Facebook Messenger is optional for now and users can decline it. However, as noted by The Verge, Instagram doesn’t yet offer Messenger conversations even if you accept the update to your account. This is likely to go live in the next few days.


If everything goes right, the next step is to combine the two services with WhatsApp. Last year, a report revealed that WhatsApp employees are worried about this integration. The popular messaging app has strong encryption that could be affected by combining it with other apps.


Want to upgrade Google My Business profile with Google Guaranteed badge for $50 per month?

Google tested the idea of subscription-based services for GMB in April 2019. Google is starting to offer Google Guaranteed certification for a monthly fee, outside of Local Services Ads. It’s positioned as an “upgraded profile” that will include a badge appearing on the profile and which may also appear in the Local Pack.

Below is a promotional screenshot captured by Tom Waddington, who said the new upgraded profile is promoted within the Google My Business dashboard.

New upgraded Business Profile promotion from GMB dashboard
New upgraded Business Profile promotion from GMB dashboard

Cost is $50 per month

The cost is $50 per month, subject to Google Guaranteed’s normal eligibility rules, which include background and licensing checks. The annual cost of the program would be $600, assuming you are all set with eligibility requirements.

Google Guaranteed was introduced in connection with Local Services Ads to instill greater consumer confidence in the advertised businesses. However, it has also evolved into a distinct program used to certify local businesses for inclusion in Google Home/Assistant search results.

A little reminder. Last year, Google introduced a similar program for professional services called Google Screened. Assume Screened is next if Google decides to roll out upgraded profiles to professional services categories.

CTR boost?

There’s no public data on any CTR or engagement lift from the presence of a Google Guaranteed badge, but we would speculate that such profiles do and would see higher click-throughs. Below is another screenshot from Tom Waddington showing the Guaranteed badge in a Local Pack. The listing with the badge calls more attention to itself.

Google Guaranteed badge on Profile and in Local Pack

Google’s market opportunity

In April 2019 Google sent out a small business owner survey, that also went to digital agencies. Among other things, it asked about enhanced GMB services and profile upgrades and how much businesses might be willing to pay for them. Verified profiles and Google Guaranteed certification were among the options in the survey.

We have long believed that subscription fees, for new or enhanced services, were on the GMB product roadmap as Google looks for new offerings for small business customers. Google is also looking for ways to more directly monetize GMB. :)

The Google Guaranteed badge does that without clawing back and trying to charge for any existing features, which is what the local SEO community was afraid of. CallJoy, one of Google’s first experiments with a subscription model (outside of GSuite) was shuttered. The virtual agent for SMBs, which answered the phone and transcribed calls, was $39 per month.

There are roughly 30 million SMBs in the U.S. according to the Commerce Department. Google hasn’t published any public numbers but let’s assume that the company has the most comprehensive set of business listings online and that there are more than 20 million locations in the database (90% of which are single location businesses). According to a yet-to-be-published analysis of 800,000 business listings from Whitespark, 49% were claimed. That is Google’s “installed base.”

Google: an “experiment”

A Google spokesperson provided the following comment in email: “We’re always testing new ways to improve our experience for our advertisers, merchants and users. This experiment will show the Google Guaranteed badge on the business profile. We don’t have anything additional to announce right now.”

Why we care?

While there’s no guarantee of success, competition may help drive adoption of the Google Guaranteed profile upgrade. If business owner A sees that owner B, her competitor, has the badge that will likely generate inbound interest.

Let’s assume this program is successful and remains available. There are two paths forward: one in which Google adds new features to the “upgraded profile” that offer additional incentives to participate and another where there’s an a la carte approach, similar to what Yelp has done. However we don’t see Google coming up with too many independent upgrades.

Google’s market opportunity here is in the millions of potential customers. For example, if Google were to successfully upsell two million businesses that had claimed their listings it would represent $1.2 billion in annual revenues.

For now, Google Guaranteed works for the United States and Canada.

For additional info and registration click this link.

If you missed it, also check 13 optimizations steps for Google My Business in 2020.


Julius Meinl Happy office campaign

Case Study – Julius Meinl – global coffee brand

About the client

Julius Meinl is a leading coffee company in Austria, Italy, Central and Eastern Europe.
They are present in over 70 countries, and in addition to coffee, they are also recognized for high-quality tea and fruit preserves.
Julius Meinl serves more than 40,000 customers worldwide every day, so it was a challenge but also a pleasure to run the Happy office campaign.

The main task

The main task was to gain the attention of people who slowly but also with great caution considered returning to the office after the COVID-19 crisis and to interest them in the free Julius Meinl coffee and tea machine.

We chose two advertising platforms – Facebook and Linkedln.
Video ads, image ads, stories, messages in the inbox were aimed at leading people in companies (+15 employees), in Croatia, Poland and Romania.

All ads were linguistically tailored to selected countries, and the content, tone, and style of communication sounded friendly with an invitation to order a free coffee and tea maker for your office.

The challenge

The Happy Office campaign was to be implemented in the period after the withdrawal of crisis measures due to the COVID-19 pandemic, in May 2020, when the return of employees to work was expected.

In that sensitive period, there was great uncertainty about whether more people would return to work and whether companies would be ready to acquire a coffee machine.


The guiding idea of the advertising campaign was not to sell coffee but to convey to people the message of reunion and togetherness with a cup of hot coffee or tea.

Thanks to the story of office togetherness with coffee, profiled target group on Facebook and Linkedln and attractive ads, the Happy Office campaign achieved its goal – companies were delighted with the idea of a free coffee and tea machine.

Before the start of the advertising campaign, we created a Happy Office landing page in English, which we then localized for each country separately – Croatia, Poland and Romania.

The page contained all the details about the campaign, calls to action “Request a free coffee maker” and a contact form that was used to collect leads.

Preparation before advertising:

Google Tag Manager setup
Google Analytics setup
FB pixels setup
LinkedIn pixel setup
Conversions setup
Audiences analysis and creation


The Happy Office campaign is conceived as a story or even better a great deal that spreads on social networks – Facebook and Linkedln and takes you to the landing landing page where you find out everything you need and order a free coffee machine.

Facebook ads

In the Creative hub, we created ads using the submitted materials.

We opted for three types of ads: Carousel, Video and Slideshow, with later addition of static photography. (photo of JM automatic coffee machine from the offer)

Key messages:

Meeting employees in the office again!
Get a free coffee maker for your office!
Why do you need a coffee machine in the office?

Julius Meinl brings a FREE coffee machine to your office! Make your working days more beautiful with proven good coffee and safe socializing at work! Request a tasting without obligation!

Campaign types:

  • Video Views
  • Traffic
  • Conversions

Linkedln ads

For Linkedin advertising, we created a target group according to the location of the company and the number of employees.

Campaign types:

  • Video Ad
  • Traffic
  • Message Inbox

We used: #juliusmeinl #happyoffice #coffetime #back2office

Example of Video ad:

Example Message Inbox ad:


The total number of landing page visitors and collected leads


In relation to the set goal, the number of obtained leads was exceeded many times over. But the JM Happy Office campaign brought some other benefits:

  • Awareness of drinking quality coffee and trust in the Julis Meinl brand has grown.
  • Increased number of inquiries from a variety of JM fans in Croatia, Poland and Romania who saw ads on Facebook and LinkedIn but did not meet the required conditions. They still wanted to interact with the brand asking for other options to get JM coffee machine in their home or smaller office.
  • A new database of potential users has been created, which opens the possibility of creating new lookalike audiences and retargeting.
  • Julius Meinl was presented as a friend and comfort in times of crisis, symbolizing fundamental human values – togetherness.

Learn how to get closer to your target audience and how to turn them into ambassadors of your brand.

Contact us!
[email protected]

TikTok Marketing for Beginners – How to promote your brand on TikTok?

TikTok has seemingly exploded from nowhere to become one of the most downloaded apps in the world. It began life as a moderately successful video-sharing app – tagged Douyin in its native China and TikTok in the rest of the world. In 2018, however, it bought out the better-known app,, migrating all its non-Chinese users to a new combined TikTok platform. The company still operates Douyin as a separate app in its home country. It should be no surprise that marketers have begun to see the potential of the platform. This is our TikTok marketing guide, suggesting possible ways that businesses can make the most of TikTok and its young audience.

TikTok Enjoys More than 800 Million Installs

Probably the most significant impediment to TikTok marketing success has been that most marketers (and business managers) older than 30 have never heard of the platform.
It has made the news a few times lately because of concerns over whether it is safe for youngsters. This came to a head in early April when India’s Ministry of Electronics and Information Technology ordered TikTok be removed from app stores, after a High Court in Madras stated the app was encouraging pornography and other illicit content. The ban was short-lived, however, and the court lifted the ban on April 22, after TikTok more closely scrutinized its content, removing over 6 million videos it believed violated its terms of use and community guidelines.

That concern aside, TikTok has grown tremendously over the last year. The app was the most downloaded free iOS app over the first half of 2018. It also topped Google Play in October 2018. Overall, TikTok ranked third in the world in November 2018.

TikTok enjoyed over 1.1 billion installs as at March 2019. Users downloaded it more than 660 million times in 2018 alone, with a further 188 million downloads during Q1 2019. More than 500 million people globally use TikTok each month. The short-term Indian ban must have been a real concern to TikTok’s management, as 43% of its global users come from India (remembering that these figures exclude the Chinese users of Douyin).

What is TikTok?

TikTok encourages its users to upload short videos. Most of its former users simply uploaded videos of themselves lip-synching to music videos. The more talented, enthusiastic, and technically proficient members uploaded videos of original content, and it is these people who became the influencers on the platform.

Most TikTok videos are up to 15-seconds long, although you can create and share 60-second Stories-type videos.

Both the original TikTok and targeted the same audience – teens and tweens. Therefore, it is no surprise that the combined TikTok also focuses on 13-24-year-olds.

One thing that did change with the platform’s growth in popularity is that there is now more variety in the types of videos people share. They are no longer just music. Up and coming comedians performing stand-up routines, skateboarders showcasing their skills, pranksters, dancers, fashion buffs, budding beauticians, and craft fans, all take the chance to share videos demonstrating their talent. And now we are even seeing people sharing videos featuring them using their favorite products.

Of course, not all TikTok’s users have the confidence, bandwidth, or skills to create videos. Just as many of YouTube’s viewers are lurkers, merely looking for exciting content to consume, quite a few TikTokers also take a more passive attitude towards using the app.

Indeed, TikTokers don’t even need to follow anybody. They can simply open their app, go to their Discover page, and start playing videos that look like they’ll interest or entertaining. They can even search for videos on preferred topics by using relevant hashtags.

Over time, though, most TikTok users will come to like particular types of videos. They are likely to subscribe to channels that regularly share “their” types of video. Every TikToker has a profile page, and this highlights the videos they’ve uploaded.

Who Uses TikTok? actively targeted Generation Z, with a female bias. It is too early to see if there is any real change with TikTok. It is still overwhelmingly favored by younger people, however, with 66% of its users under 30. A similar percentage of TikTok users are female.

It has international appeal, with large numbers of users in the USA, India, and in the form of Douyin, China. Douyin has reported 400 million monthly users.

Douyin has operated in China since 2017. In the beginning, over 50% of its users were under 24. Notably, those early Douyin uses appear to have stayed with the platform as they have aged, meaning that the average age of Douyin users has gradually crept upwards. As at February 2018, only 31.8% of Douyin users were under 24, with 23.4% of users aged 25-30, and another 23.4% of users aged 31-35. It will be interesting to see if we see a similar trend with TikTok in the rest of the world over time.

How Can Brands Use TikTok?

There are three main ways that brands can market on TikTok.

They can create their own channel and upload relevant videos through their channel
They can work with influencers, to spread content to a broader audience
They can pay to advertise on TikTok – it is very early days for TikTok advertising – there certainly isn’t a market yet like there is for YouTube. However, TikTok may become more popular and established over time.

Many brands do a combination of running their own channels and working with influencers to spread content to a broader audience. You might try some of the ideas listed below on your own channels, or you may suggest that your influencers create and share these kinds of content.

Hashtag Challenges

Challenges are an essential feature of TikTok’s community. TikTok’s users love taking up a challenge and making and uploading videos accordingly. These challenges are usually given a #-tag name, to make them both memorable and easy-to-find.

Perhaps the best-known challenge was US tv personality, Jimmy Fallon’s #tumbleweedchallenge.
He challenged users to upload videos showing themselves dropping to the ground and roll around like a tumbleweed, complete with a western music theme playing in the background. This led to over 8,000 submissions and more than 10.4 million engagements. Jimmy Fallon has continued to give TikTok challenges back since then.

Brands can also encourage hashtag challenges on TikTok. Unless your brand has managed to build up a popular TikTok channel of its own, you will probably do best to work with influencers to kickstart your #hashtag challenge. Once a #hashtag challenge is launched on TikTok, people can participate with just a few clicks.

User-Generated Content

Again, this is a type of marketing that brands can either base from their own TikTok channel, or alternatively, work with influencers to encourage their follows to create user-generated content (UGC) supporting the brand in some way.

Generation Z loves the full immersive experience. That’s why they don’t sit at home watching traditional broadcast TV – it’s too much of a passive experience. Generation Z far prefers to be involved.

If you can find a way to encourage your customers to share videos of themselves using or interacting with your products ins some way, you’re likely to get a high buy-in.

Chinese restaurant Haidilao discovered this with a DIY option on their menu. Customers who selected the DIY menu item created their own unique off-menu dish and then filmed the experience. Being Chinese-based, Haidilao encouraged their clients to share their videos on Douyin.


Once a few patrons uploaded their culinary attempts, others flocked to the restaurant so that they could also create their meal and video. Ultimately, more than 15,000 people requested the DIY option; 2,000 ultimately uploaded videos of their creations, and 50 million people viewed the videos.

Traditional Influencer Marketing

Of course, all the influence marketing techniques you see on other video-based platforms, such as YouTube, work on TikTok too. If your product suits an influencer’s audience, your TikTok influencer campaign should succeed. In most cases, you should leave it to the influencers to create the content – they know what their followers like.

As always, the key to influencer marketing success is setting appropriate goals, targeting a specific part of the purchase funnel. The young broadcasters of TikTok need to remain authentic to their followers for influencer marketing to succeed.

Often all a brand needs to do is to encourage influencers to make videos depicting them wearing or using the sponsor’s product. Again, this will only work if the influencer is the sort of person who would typically use the product. There is little value trying to encourage an influencer to promote an inappropriate product. You’re not going to sell retirement homes or hearing aids on TikTok successfully.

Another side effect of TikTok’s young clientele is that they are far less interested in flash camerawork and high video production values. You need to trust your influencers enough to produce their videos their way – even if they look amateurish to a marketer’s eye. TikTokers are interested in originality and fun, rather than the quality of your videos.

TikTok Advertising

TikTok has experimented with advertising over the last year but has not yet set up any formal profit-sharing system yet. However, they are getting closer to the point where more people will be able to advertise on the platform. They started showing short ads in January 2019.

Here are the types of ads there are:

Brand Takeover
Branded Hashtag Challenge
In-Feed Ads
Branded Effects

TikTok is currently testing ads in both the US and Europe. At the time of writing, an ad creation service for Croatia is not yet available.

Google My Business - optimizacija u 13 koraka

13 optimizations steps for Google My Business in 2020

Any business today needs targeted visibility on Google. Most businesses know that this requires optimizing their website and Google Ads, but what most don’t know is that there is a third entity that also needs optimizing: their Google business listing. Formally known as your Business Profile, this powerful listing is a dynamic snapshot of your business that highlights your best features and enables potential customers to quickly find, learn about, and engage with you—all from the SERP. The best part? It’s completely free.

Steps to follow

And yet, despite the 167 billion searches performed on Google each month, a BrightLocal study showed that the typical Business Profile only averages 1,260 views during that same period (that’s 0.00000075%!). Even worse, only 59 actions are taken from those 1,260 views. That’s less than 5%.

The problem is not the Google My Business platform; it’s that not nearly enough businesses take full advantage of its impressive features. And that’s why we’ve written this guide. Here, we’re going to share 13 optimization strategies:

1. Claim your Business Profile
2. Complete every section of your Google My Business account
3. Use consistent name and contact info
4. Include hours of operation and special hours
5. Select primary and secondary categories
6. Mark off applicable attributes
7. Write a complete “from the business” description
8. Publish Google posts weekly
9. Upload new photos weekly
10. Answer questions
11. Collect and respond to reviews
12. Add your products and/or services
13. Add any industry-specific details

With these optimizations, you can turn your Business Profile into the best free customer acquisition tool you didn’t know you had. Let’s get into it.

What does an optimized Google Business Profile look like?

Before we get into the strategies, let’s make sure we’re on the same page about what an optimized Business Profile looks like and why you need one. To help you visualize what you’re striving for and why, let’s take a look at a mockup of an incomplete Google Business Profile versus a complete and optimized one.

Here, Carl’s Google Business Profile is a short box, but Ernie’s Business Profile would show even more when you scroll. This diagram doesn’t encompass all of the features of an optimized Google Business Profile, but it does give you an idea of how much more attractive and engaging an optimized profile is.

Why you need to optimize your Google Business Profile?

The comparison above makes it clear that an optimized Business Profile on Google helps consumers to choose your business over competitors, but there are other benefits to optimizing your Business Profile for effective local marketing.

Improve engagement
More and more, consumers are entering and exiting Google without going to any other website. Why? Because the information in search results pages themselves is fully answering their questions, resulting in “zero-click searches.” With potentially more consumers interacting with your businesses through your Google Business Profile than your website, you’ll want that profile to be optimized for quality engagement and conversions.

Boost your local ranking
Google’s algorithm for ranking business profiles does not just consider proximity and relevance but also activity and quality of information. Optimizing your Google Business Profile sends these signals to Google to rank you higher in local results. And higher rank, as you know, means more visibility and engagement with your business.

Convert more customers
A regular Google Business Profile alone doesn’t offer much in the way of acquiring customers. They can find out where you are located and read your reviews—if they know to search your business name in the first place. But with an optimized Business Profile through your Google My Business account, consumers can discover you in keyword searches, call you, visit your website, research your products and services, view/contribute FAQs, request a quote, book an appointment, make a reservation, and more.

How to optimize your Google Business Profile?

Now that you see that optimizing your Google Business Profile is the key to getting found in local search, standing out above competitors, and winning customers online, it’s time to get to work on doing just that. Here are 13 ways you can turn your Google Business Profile into a 24/7 marketing and lead generation tool for your local business.

1. Create a Google My Business account

First and foremost, it’s important to note here that a Google Business Profile is a separate entity from a Google My Business account. The latter is used to gain access to and optimize the former. Which means that in order to make the optimizations laid out in this guide, you need to have a Google My Business account and then tell Google to connect it with your Google Business Profile. To create an account, head to and sign in with the regular Google/Gmail account you use for your business (as opposed to your personal Gmail, if you have one).

2. Complete every section

The completeness of your Google Business Profile not only helps Google to rank you higher in local search results, but it also increases the number of actions customers take when they find your profile. There’s a lot of information to provide, so here are some guidelines for prioritizing.

These aspects of your profile should be completed right away:


These sections take a bit more time and thought:

Category and Attributes
Products and services
From the business
Questions and answers (Owner-generated queries)

These sections are ongoing:

Questions and answers (Consumer-generated)

3. Be meticulous with contact information

Here are the steps for optimizing the contact information in your Google Business Profile:

Make sure your business name is identical to the one you use on your store signage. In other words, exactly as it appears in the real world. Adding location name (unless it’s in your brand name) or keywords is considered spam by Google and you could be penalized.

Make sure that both your business name and address exactly match your other listings across the web. This means using “st” vs “street” or “co” vs “company” consistently. Google’s algorithm takes these inconsistencies into account when assessing your credibility.

Indicate both your regular and holiday hours. This encourages customers to visit you, and also avoids the potential of a negative review left by someone who took the trip out to your store only to find it was closed.

4. Write your “from the business” description

The first thing to note is that the brief description that appears just below your business name in your Business Profile is not actually in your control. This is the editorial summary that Google writes to ensure consistency across the platform.

Bummer, we know. But the good news is that Google does a pretty good job at coming up with descriptions.

The description you do have control over is the “from the business” section in your Google My Business account dashboard. This section appears lower in your profile, often under the reviews section.

To optimize the “from the business” section of your Google Business Profile:

  • Use all 750 characters, with key information in the first 250 characters.
  • Repurpose content from your “About Us” page or mission statement.
  • Use keywords your audience uses to find businesses like yours.
  • Don’t repeat any information already visible in the other sections of your profile. Use this space to talk about what sets you apart from competitors and what customers like most about your business.
  • Don’t include links or HTML.

5. Choose a category

Choosing a category is a must for optimizing your Google Business Profile. Here’s why:

Get found in discovery searches
A whopping 84% of GMB profile views originate from discovery searches (meaning the consumer searched for a product, service, or categorical term and that business’s profile appeared), versus only 16% coming from direct searches (the consumer typed in the business name or address). This is especially true for businesses whose name doesn’t indicate their service (e.g., Fresh Express or Amelia’s Catering).

Highlight category-specific features
Once you choose a category, Google makes available to you category-specific features that make your profile more attractive and effective. For example, restaurants can include a menu or reservation button; hotel profiles will pull in star ratings; hair salons can confirm that they have experience with thin or curly hair. These details can help consumers choose you over competitors.

Google offers a set number of categories, so it’s important to choose the correct ones.

Here’s how to optimize your Google Business Profile using categories:

Be specific
If you’re a nail salon, choose “Nail Salon” and not just “Salon.” If you’re a restaurant, choose “Egyptian Restaurant,” “American Restaurant,” etc., rather than simply “Restaurant.” A drop-down list of categories will appear once you start typing, but you can also see a full list of GMB categories here to ensure you find the most specific one for your business (there are over 3,000 categories so it’s worth the look).

Choose secondary categories
Many businesses fall into multiple categories. Set your primary category to your chief offering (for example, “Grocery Store”) and then choose additional categories that apply, such as “Grocery Delivery Service” or “Gourmet Grocery Store.”

Don’t overdo it
You want Google to connect you with consumers who need your service, so choose only categories that match your offering. For example, if you’re an appliance repair business, select “Appliance Repair” only, not “Appliance Parts Supplier.” Technically you do supply service parts, but this is not a standalone offering of your business. (Pro tip: Don’t confuse categories with products or attributes, which are separate sections.)

Also, keep in mind that Google might ask you to verify your business if you edit your category list or add multiple. This is just to ensure accuracy across their platform.

6. Select applicable attributes

As we just mentioned, once you choose a category, Google will give you a list of attributes you can check off to further describe your business. Attributes are special features that potential customers seek out, like “gift shop on-site” or “free wi-fi.”

Attributes are not specific to the Google My Business platform (review sites like Yelp have them, too). But Google’s attributes get really granular, like “good for working on laptop” or “popular for travelers”. Check out this attribute list to see what we mean.

7. Add photos

Uploading photos to your Business Profile through your Google My Business account dashboard is important for this reasons:

Ensure quality
Anyone can add photos to your Business Profile, which means you’ll get a range of quality. By adding your own great photos, you can ensure your profile looks its best.

Be active
Adding photos regularly signals to Google that you are active with your profile and it is up-to-date, which positively impacts your ranking.

Get images in results
Google is advancing in image recognition and starting to include photos in local results.

Increase engagement
According to Google, customers are 42% more likely to request driving directions to a business if its Business Profile has photos, and 35% more likely to click through to its website. Furthermore, a BrightLocal study showed that businesses with more than 100 photos get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks than the average business. Whoah.

This doesn’t mean you should go crazy and add a hundred images to your profile at once.

Follow these tips to use photos to optimize your Google Business Profile:

Add at least one new photo every seven days.
For your thumbnail photo, upload your logo.
Regarding cover photo, use something that best represents your brand—but don’t fuss over this because Google will display different feature photos depending on the search query.
For other general photos, refer to Google’s photo guidelines for specifications, but be sure to include happy customers, interior and exterior views, and team photos.
No stock photos, and no photos with special effects or branding. Google is trying to represent your business as it appears in the real world.
Focus on quality images that have clear depictions (to align with image-enriched results).

Google will pull a specific photo from a Business Profile and display it directly in local results if it matches the keyword searched.

Geo-tag your photos to further indicate to Google your prominence in your area.
Add videos, too!
Use Google’s Street View app to add a 360º photo to your profile.

8. Get Google reviews

If you were to get a list of businesses in search results like the one below, which one would you be most likely to choose? The one with four attractive yellow stars or one of the two below with no reviews at all?

Google knows that reviews are the #1 influence on consumer buying, so this is a key ranking factor in their algorithm. You can also see for yourself the impact of reviews on ranking. For most searches performed on Google, the first three local results that appear (in what is known as the “Local 3-Pack”) are the ones with multiple reviews and solid star ratings:

In addition, Google may also display a Business Profile in search results if it has reviews that contain those keywords.

Google will embolden keywords in your reviews to further validate relevancy.

To optimize your Google Business Profile with reviews, follow these tips:

Start with your long-time, loyal customers to get the momentum going.
Make it as easy as possible for customers by creating a review shortcut link or using Whitespark’s shortcut link generator (both are free).
Ask! 62% of customers will write a review if asked. Do so via email, text, social media, and in-person conversations.
Remind customers that reviews aren’t just for your benefit; they help people who have the same pain points as them to find a solution and make informed decisions.
Have a “Reviews” page on your website with a CTA to leave one.
Respond to reviews. This feedback incentivizes additional customers to leave theirs, reveals a lot about your business to prospects, and improves your local SEO.

Be careful not incentivize reviews with discounts, gifts, or cash, though—that’s not allowed.

9. Post to your Google Business Profile

Just like with social media platforms, you can post to your Google Business Profile about announcements, offers, events, and products. Posts are created in your Google My Business dashboard and show up on the “Updates” section toward the bottom of your Business Profile. However, they might become more prominent based on the search query.

Here’s how posts help you to optimize your Google Business Profile:

– Posts increase the number of actions taken by consumers who find your profile.
– Posting regularly sends positive ranking signals to Google in the same way that adding photos does.
– Consumers have higher intent on search engines versus other posting platforms (i.e., Facebook and Instagram, where they are leisurely scrolling), so they are more likely to engage with your Google posts.
– Consumers can follow your Business Profile and get notified of new posts and updates.

Your Google My Business posts will even appear on Maps—it’s free advertising for your local business!

Here are your tips for optimizing your Google Business Profile with posts:

Post regularly. Not just to send signals to Google, but also because certain post types expire every seven days.
Use event and offer posts for marketing campaigns that have a timeline. You can choose a date range and the posts will stay live for the duration of that timeline.
Include links and CTAs in every post.

10. Ask and answer questions

Have you noticed on Amazon that in addition to the product description and customer reviews, there is a section for questions and answers? Google offers the same feature in Google Business Profiles.

Answers to these questions may be the impetus for a customer deciding to choose your business. However, this section is particularly important to optimize because not only can anyone ask a question on a business’s Google profile but also anyone can answer. This can lead to inaccurate information on your profile, or even worse, something like the Q&A on this pizza restaurant’s profile:

Here’s how to optimize the Q&A section of your Google Business Profile:

Set up alerts so you can stay on top of questions and answers posted to your profile.

Seed your own Q&A section. Make a list of the most frequently asked questions your business gets. Then ask, answer, and upvote your answer on your own profile. This does not go against Google’s terms and conditions. In fact, Google encourages it.
Keep keywords in mind. Questions and answers that contain keywords can help improve your Business Profile’s ranking for that keyword. So keep your keyword strategy in mind when seeding your Q&A section, but use them loosely and organically, and do not keyword stuff.

By monitoring and seeding your Q&A section, you can ensure accurate information, highlight your best features, and reduce common barriers to entry.

Note: Google has temporarily suppressed the Q&A section of most Business Profiles right now in response to COVID-19, so you may not see this option for yours for a while.

11. Add products and services

Adding products and services is especially helpful if your offerings are not made clear in your business name. Populating this section also adds content to your profile that can help it to rank for even more relevant searches.

When adding products and services, include the name, description, and price (if applicable). The full description will show up once a searcher clicks on the product. Also, Google may link to your products from your category section.

12. Set up messaging

This feature gives searchers the option to send a text message to your phone directly from your Google Business Profile. With 82% of smartphone shoppers (92% for millennials) using their device for local search, this is a great opportunity for customers to get in touch with you.

To enable messaging, select the “Messaging” tab in your Google My Business dashboard, and you have the option to install this via Google Play or the Apple App Store.

Note: Be sure to set up alerts for messages in your Google My Business dashboard. Head to settings and check off “Customer messages.”

13. Maintain your Business Profile with a solid Google My Business strategy

As you can see, a Google Business Profile is not a one-and-done marketing task. It’s a local marketing tool that requires ongoing action in order to maximize your benefits. This includes:

– Updating information, even as minor as a change in suite number.
– Publishing posts and uploading photos each week.
– Keeping a steady stream of reviews coming in.
– Monitoring and responding to reviews.
– Staying on top of new features so you can ensure you’re using your profile to its fullest potential.

Just like any Google SEO strategy, your Google My Business strategy should center around providing as much quality information about your business as possible, not just in your Business Profile but in the sources that Google uses to populate it—your website, review site profiles, and even your social media accounts. We can’t ever know every specific ranking factor, but we do know their ultimate goal: to connect searchers to the best business for their needs through detailed, trusted information. So focus on using your Google My Business dashboard to get your Business Profile to represent your business as accurately and thoroughly as possible, and then make sure to maintain this, and you will reap its benefits.


FB ads testing

Why is Facebook Ad testing essential?

If you run FB campaigns on regular basis we suppose you pay a lot of attention toward ad creative. It is quickly becoming the driver for financial performance. Facebook Ad testing is needed!

FB changes

Facebook is changing the game for advertisers. In recent years, the social network has focused on improving its optimization algorithm and native advertising tools. These tools have allowed smaller companies to compete without having to invest in third-party ad tech. Automation features like auto bidding, auto placement and auto audiences have simplified the media buying and bidding process. Nowadays, advertisers can spend less time doing intraday bid and budget changes.

Instead, advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance. They need to quickly solve problems like creative fatigue and audience saturation with fresh, high-performing creative or else their campaigns will fall flat.

To achieve and sustain return on ad spend (ROAS) over time, you need to create 100x ads – breakout creative that drives outsized results. But, 95% of new creative will fail to beat the current best performing ad. That means you can’t just create one new ad concept, you need 20 new concepts in order to find a winner.

Facebook Ad testing
Facebook Ad testing

This begs the question – how do you scale the creation of new, high-quality ads? The answer lies in creative testing.

Testing your ad creative is an in-depth and ongoing undertaking for a business, but it’s crucial for long-term campaign success. In this article, we explore three reasons why Facebook creative ad testing is essential.

Gain a competitive advantage

One of the key benefits of ad creative testing is to get a leg up on your competitors. But, before you start testing any creative concepts, we recommend auditing your top competitors to see which are running similar Facebook ad campaigns. Once you’ve identified a few key companies, take a look at the “Info and Ads” section on Pages. There, you can view any active ads your competitors are running and – most importantly – get a sense of what sort of creative they’re using.

If you want to figure out which ads are high-performing you’ll need to use a paid tool, but doing so will give you better insight into what’s working and what’s not. Take notes, and even screenshots, of your competitors’ ads as you do this analysis.

Using the successful ads, dig in to see if you can integrate any elements into your own creative. Maybe your competitors take advantage of video ads, like Benefit or Demo in Motion, and are seeing high conversion rates. Take this key information and integrate it into your future concept ideation – not only does this take some pressure off your creative team, but you’re also reducing risk because you already know this idea/concept works.

Most importantly, doing this competitive analysis gives you a lay of the land to create a framework for what’s already being done in the space. When it comes time for you to create new concepts, you can start thinking outside the box to develop ideas that are totally unique and will set you apart from your competitors’ ads.

This sort of fresh, breakout, high-performing creative is what will drive your ROAS. If you can create a concept that totally differentiates your brand from competitors, you’re poised to become an industry ad leader.

Minimize financial risk

If you’re not following Facebook advertising best practices or using the right creative, it’s possible to spend hundreds – even thousands – of dollars inefficiently.

Of course, advertisers don’t want to waste their ad dollars. Rigorous testing of your ad concepts is one way to minimize the risk of putting a new ad to market and seeing your money go down the drain.

First, let’s talk about creating new ads. There are two key types of ads you should be creating: concepts and variations.

Concepts are brand new, completely different creative concepts, which can result in supersized results – or big losses. Variations, on the other hand, are ads that reposition elements of a high-performing ad. Since they aren’t as drastic a change as concept ads, variation ads tend to have a smaller revenue impact, and also a smaller chance of revenue loss.

In general, we recommend the 80/20 rule; spend 80% of your time creating variations of highly successful ads from the past, and the other 20% coming up with brand-new concepts to test. This allows you to create for the big payoff while keeping financial risk at a minimum.

Testing, testing, 1,2,3…

Now onto testing. We want to take these ad concepts and test, test, test until you find a winner. But, we’re not talking about split testing, here. We break our process into two key phases: simple variation testing and advanced variation testing.

Simple variation testing is where you tear apart ads that are already successful to figure out what elements are driving results. Look at elements like calls to action (CTAs), buttons, text headers, image format, and video length to figure out what’s working best in your current campaigns. This minimizes the financial risk inherent with launching new ads and gives you best practice you can apply down to future ads.

With everything you learned in the competitive analysis and simple variation testing process in mind, you can move onto advanced variation testing. This really gets into the nitty-gritty of your creative, where you’re testing things like start and end cards, colors, ad copy, background images, image layout and more.

Again, the goal is to figure out which elements of your ad copy are driving the results. Your team then uses those findings to create new ads for your campaign that are based on quantifiable testing results.

Get the ROAS you need

As discussed earlier, the vast majority (95%) of your new creative will fail to beat the current best performing ads. This means that only 5%, one out of 20 new ads, will deliver a good ROAS. To see the revenue you want, you can’t just use any creative – you need breakout creative that delivers tremendous results. Finding this 100x ad creative means you need to develop a lot of ads and extensively test them.

Leverage everything you learned in the creative testing process, especially the various testing phases, to create (and create and create) new concepts. Ultimately, those breakout ad concepts are what will make you really stand out from competitors, drive revenue, and increase ROAS.

Facebook Ad testing

It can be really hard to recognize these high-performing ads and creative concepts. It’s not an issue of “I think this ad will do better.” Opinions don’t matter – but performance does. To get really good at creating new creative, you’ll have to commit to ongoing, rigorous testing of copy, video, and images. Variation testing, as mentioned above, is a great way to determine the best opportunities for ad success.

Breakout creative often doesn’t look like anything special – until you put it into a live campaign and check the reports. Oftentimes, that one humble little ad starts to look very different from all the rest – standing out significantly and driving end results.


Facebook ad testing can benefit your business in many different ways. It provides a blueprint for future creative strategies and can pay off financially as well. By analyzing the competition, testing variations, and ideating concepts, you can develop creative that allows you to stand out, minimizes financial risk, and improves return on ad spend.

Facebook ad testing is undoubtedly a necessity to any campaign. Stop watching your ad spend go up in flames; start creating, testing, and strategizing for a more successful campaign.


10 questions we ask while onboarding SEO content clients

Got a New SEO Content Client? Here are 10 Questions you Should Ask!

Do you have the info you need to create great SEO content for your clients? Work through this SEO client onboarding process to inform your content strategy. As digital marketing agency, we interact with lots of businesses that have varying degrees of experience and preparation when it comes to their SEO content strategy. Some brands have well-researched buyer personas and a mountain of keyword research at the ready while others have no blogging strategy at all and no clear idea of who their target audience is. Not that those in the latter category are “wrong”.

As SEO professionals, it’s our job to dig into the data and create optimized content that will speak to their target audience. That means our job is made easier by having a clear client onboarding process that helps us gain a better understanding of their business and the types of people they are trying to reach.

What follows are 10 questions we ask while onboarding SEO content clients to help us write SEO-friendly and audience-focused content tailored to each brand.

1. How Do You Describe the Business to Someone Unfamiliar With the Company?

This question gives clients a chance to explain, in their own words, what their business does. For some brands, this answer may be straightforward. For others, this is more complicated and warrants an explanation in “layman terms”. Consider that a brand’s target audience is usually approaching the brand’s content at a lower level of experience and understanding. Using “marketing-ese” or “industry-ese” to explain what a business does can leave many prospective customers confused. This question helps you and your client define what the business does in the simplest of terms.

2. What Is Your Brand’s Mission?

Some brands might have a well thought out mission statement while others may have no mission statement at all. It’s worth asking this question because if they do have a mission statement, you’ll likely end up referencing this at some point in their SEO content. It also gives the client a chance to think about creating a mission statement, which can be a beneficial asset to their brand in terms of defining what makes them unique. This works to help the brand – and their content – stand out from the competition.

3. What Key Taglines, Words, or Phrases Are Used and Associated With This Brand?

Every brand has its own “isms” that make them different from other brands. There may be words or phrases they use that add character to their content. As an SEO content creator, you’ll want to learn what these “isms” are so you can use them throughout their content.

4. What Are Some Things You Don’t Say in Your Company?

Similarly, there will be some phrases that your client doesn’t say. Often times, this is because they don’t want to be associated with certain terms (like “cheap” or “affordable”), are trying to set themselves apart from the competition (“marketing consultants” vs. “marketing agency”), or want to weed out a certain type of audience (general web development vs. “WordPress web development”).

At the same time, there may be some terms that you, as a marketer, are unfamiliar with and don’t want to use incorrectly in their content.
You should rely on your client to tell you which terms to use and which ones to avoid because you want your client to be seen as an authority in their niche,

5. What Is the Purpose of This Content?

The answer to this question may seem obvious (“Higher rankings and more traffic, of course!”) but this isn’t always the case. Never assume what your client’s goals are because they may surprise you, and this can certainly influence your content strategy.

For example, we could assume that our clients want higher Google rankings, but after surveying our target audience, we realized that what they wanted was “consistent” and “engaging” content that “generated leads” for their business. If we had focused on rankings, we would have missed the mark when it comes to what our clients are really trying to achieve with their content.

6. What Is Your Unique Selling Proposition (USP)? What Sets You Apart From Your Competitors?

You’d be surprised how many businesses don’t have an answer to this question. Which is why asking it is so important. If a brand can’t define what makes them stand out from their competition, it will be hard for you, as an SEO content specialist, to create content that sells prospective customers on what your client brings to the table. Many brands will answer with statements like “We have 10+ years of experience” or “We are a family-owned company” but these aren’t particularly compelling.

See if you can uncover what makes your client truly unique and how that relates to what their target audience is looking for.

7. What Products/Services Do You Offer? Please Provide a Description of Each.

Many SEO content writers and specialists are guilty of writing off-the-cuff without thoroughly understanding what a brand has to offer or what their products are. Not only can this be frustrating to the client but it can be confusing to their prospective customers. In asking this question, you again give your clients a chance to explain their offer in their own words.

This will help you know:

What keywords to target in relation to their offer(s).
How to write in a way that highlights their unique benefits and features for their audience.

8. Who Is the Focus Audience and What Are They Like?

Again, don’t assume to know who their target audience is. Always ask them. Their ideal customer may be very different from what you have in mind or even from what their content seems to indicate on their website. Most often, clients are seeking you out because they want to improve their content, so their existing content may not be a good indication of what their business does or who they are targeting.
So, be sure to ask your client who they want to reach, asking them to be as descriptive as possible.

9. What Is the Problem the Audience Is Facing and How Does This Content Present a Solution to This Problem?

Just as your client has goals when it comes to their content, their own audience has goals when it comes to seeking out that content. While you may be focusing on improving your client’s rankings, traffic, etc., you should try to uncover what it is that their target audience intends to find when searching for and reading that content. Your client should be able to tell you what their audience’s primary pain points and goals are so you can work these into the SEO content. This will help you write content that’s suited to the user (think: search intent) and provides information that’s going to compel a visitor to convert into a customer.

10. What Kinds of Conversions Are We Trying to Make Through the Content (e.g., ‘Free Consultation’, Contact Form, Visit a Product Page, Etc.)?

Many SEO content creators get lazy with this and just assume that they should direct users to the main Contact page or to schedule a free consultation, but that’s not always the case either. Your client may have a certain conversion point, lead magnet, product, or service in mind. When you know what the end goal is, you’ll be better prepared to work this into the content. So, if for example, they want readers to be directed to their “10 Secrets of Digital Marketing” ebook, you can “warm” readers up by alluding to the unknown digital marketing strategies and why they need them, rather than simply linking to the client’s Contact page.

Additional Questions to Ask When Onboarding a New Content Client

As an SEO content writers, we have an SEO content client questionnaire which includes over 20 questions which help us get a better understanding of our client’s brand, audience, and goals. If you plan on creating an onboarding process for your own company, we recommend adding to these questions over time, tailoring them to the needs of your unique clients. That said, here are a few additional questions you might want to include in your onboarding process:

What keywords would you like for your company to rank for?
What’s 1 story that serves as a good representation of your brand?
Who are your top 3 competitors?
In a perfect world, what would your ideal client/customer/reader be like?

If you truly want to create on-brand, audience-focused content for your clients, you need to know their brand and understand their target audience.
One of the easiest ways to do this is to work these questions into your onboarding process so you can create their best SEO content ever.