Softline Solutions Mon, 22 Jul 2019 16:52:41 +0000 en-US hourly 1 Softline Solutions 32 32 8 Reasons Why Every Business Should Utilize Digital Marketing Mon, 22 Jul 2019 16:50:33 +0000 Choosing the best marketing strategy to use is a decision faced by every business owner. The right marketing techniques can help your business to reach your target audience and convert...

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Choosing the best marketing strategy to use is a decision faced by every business owner. The right marketing techniques can help your business to reach your target audience and convert them into leads or clients. While traditional marketing methods such as fliers, billboards, TV ads, and print ads can still bring in business, for best results, you (and every business owner) should include digital marketing as part of your ongoing marketing strategy.


Digital marketing is a highly effective way to promote your business, regardless of how large or small your company is, and regardless of where you’re located or what the nature of your business is. It’s a cost-effective option, and it allows you to engage with customers in real-time, which can help you to bring your marketing strategies into focus. Here are some of the many reasons businesses should utilize digital marketing:


Find Prospects and Customers Wherever They Are


As technology continues to grow rapidly, more and more people shop for products and services online or through mobile channels, and some of them don’t shop any other way. For your business to be competitive in your industry, having a web presence and a digital marketing strategy is imperative. 


If your business can be found online, you’ll be able to find potential customers where they are any time day or night. If you don’t take the time to utilize digital marketing, you’re narrowing the number of customers who will be interested in doing business with you, since some don’t shop any way other than digitally.


Reach a Much Larger Audience


Before digital marketing was an option, businesses had to use traditional marketing methods in order to attract potential clients who lived locally or might have been visiting their area. Your geographical location could put limits on how much your business could expand.


With digital marketing, you can still attract local prospects, but you’re not limited to your immediate area. Using online methods, you can reach much larger groups of potential clients, and you can even expand to a global marketplace. Best of all, you can attract traffic that is highly targeted.




Traditional marketing campaigns can be very costly. Your budget may include items such as direct mail, television or radio advertising as well as print expenses. Analyzing your return on investment may have to be done manually, which costs more either in time or in outsourcing expense.


With digital marketing, you can reach more people for less money. Running social media advertising campaigns or email marketing costs a fraction of what traditional marketing methods cost and this strategy is likely to yield better results.


Easier Analytics


As an added advantage, when you utilize digital marketing techniques, analytics and market research can be accessed much more easily and at a lower cost.  Digital marketing analytics can make it easier to determine which ad led to a better response, and this can help you make informed decisions based on being able to know the performance of an ad very quickly.


Using A/B testing, you can test the impact of tiny changes, such as a different headline or a different color choice. By evaluating these changes, you can ultimately reach a much more targeted audience. 


Real-Time Results


Knowing for sure how your traditional marketing efforts performed can take a long time, sometimes weeks or months. While you wait for this information, you may not have a clear picture regarding what’s working and what’s not.


Digital marketing allows you to get real-time results for many aspects of your marketing efforts. You can quickly determine your bounce rate, the number of visitors that you have each day and what time of day people are most responsive.


Audience Engagement


Digital techniques have opened up tremendous opportunities for you as a business owner to engage with your audience and know exactly what they are looking for. Whether you interact through blog comments, social media or live chat, your prospects can communicate to you what they might not be getting from your competitors and what you can do differently to earn their business. When they know you genuinely care about what they say and think, engagement is likely to increase even more.


Mobile technology has made this process even simpler. Potential customers use their mobile device regularly making it easier for you to engage with them with mobile marketing, text marketing or social media.


Leveling the Playing Field


Before digital marketing was an option, large corporations were at a huge advantage. Their marketing budgets allowed them to reach the highest number of customers making it very difficult for smaller businesses to be noticed at all.


Digital marketing offers multiple opportunities for business of all sizes to improve brand awareness.  This allows small and medium-sized businesses to be more competitive and it helps to level the playing field.


Building Relationships


When you market your business online, you have the opportunity to not only engage with your customers and potential customers, but to actually build relationships with them. When you provide content that is relevant and personalized, it encourages prospects and customers to keep coming back for more guidance and expertise.


It’s not about a hard-sell approach, but about providing valuable information in order to build trust and brand loyalty. When you take the time to get to know your customers’ pain points, you’re in a position to offer them solutions. Digital marketing allows you to interact with prospects and customers in a way that isn’t really possible by using traditional marketing methods exclusively. 


The Bottom Line: Include Digital Marketing


Utilizing digital marketing techniques doesn’t mean traditional marketing methods should never be used, but in today’s marketplace, it’s imperative to use some digital marketing strategies in order to remain competitive. People expect you to have a web presence, and if you can’t be found online, you’re losing business.


There are many different ways to market your business through digital channels. Get in touch with Softline Solutions for expert assistance with your digital marketing strategies today.

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15 Ways To Get More Clients: Marketing Tips 101 Fri, 12 Jul 2019 17:08:21 +0000 You want your business to not only succeed but thrive online. To make this happen, you need to be continually implementing a targeted strategy focused on getting more clients. Without...

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You want your business to not only succeed but thrive online. To make this happen, you need to be continually implementing a targeted strategy focused on getting more clients. Without planning, your business won’t attract and retain loyal clients. Without clients, your business won’t be profitable.


Acquiring clients doesn’t happen automatically just because you put up a website, and marketing isn’t something you only have to do once and then sit back and watch your profits multiply. Marketing is an ongoing process that requires continuous effort, at least if you want to stay in business.


Client acquisition strategies require a commitment of either time or money, and in most cases both. If you’re looking for Marketing Tips 101, here are 15 ways to get more clients:


Search Engine Optimization


Getting more clients starts with being able to have your website found in the first place.  Consider who is looking for your product or service. What search terms are they likely to use to find it? SEO is a long-term strategy that won’t bring results overnight but will help to drive traffic to your website over time.


Have a Clear Call to Action 


Once your visitors arrive on a landing page, it should be crystal clear exactly what you want them to do next. Whether you want them to call you, request more information, sign up for your email list or download a white paper, make sure there’s no way they can miss the next action step you want them to take.


Make Your Website Easy to Navigate


When you strategically use internal links on your website, clients can easily find what they’re looking for. If you don’t take this step, a potential client who lands on your site and can’t navigate their way around will quickly hit the back arrow and search somewhere else.


Offer Free Information


Giving away something for free is a powerful tool that can help you to begin a relationship with a potential client. Start by offering free information or a free gift in exchange for their email address. Unless you collect their email address, your website visitors may click away at any moment, never to be seen again.


Email Marketing


Having an email list can be a very powerful tool for getting more clients.  Those who sign up for your email list are putting their hand up and saying they are interested in hearing from you. Don’t misuse this privilege. Emails you send to clients should be mostly informational. If you are continually trying to make a sale, your emails will come off as annoying and spammy. Instead, offer helpful information. This begins the process of building a relationship with a potential client and can turn them into a warm lead.


Consistent Content Marketing 


Putting up your website is only the first step. The next step is consistently providing content, but not just publishing for the sake of publishing. What you publish should be quality content. Search engines pay attention to how often you update your site, and they also pay attention to how long visitors stick around. Frequently updating your blog or website lets both search engines and visitors know that you care about having a quality site, and it can help you to establish yourself as an expert in your field.


Guest Blog 


Guest blogging is a powerful tool for spreading the word about your business. Do some research and find out the best blogs in your niche. Offer to guest blog on other sites your potential clients are likely to visit. Guest blogging in front of an audience that’s already been established can help you attract potential clients.


Write an E-book


Another method of positioning yourself as an expert is to write an e-book focusing on the pain points of your potential clients and offering solutions. The more you demonstrate your knowledge and expertise, the more you set yourself up to attract more clients.


Encourage Potential Clients to Engage with You 


Social media has made it very easy to engage with potential clients. You have the opportunity to listen closely to what your audience wants. Some ways they’re communicating with you is by making comments on your blog posts or by having a conversation on social media. Take surveys and ask them what’s important to them. Add live chat to your site so that people know they can reach a real person. When you find out exactly what potential clients are looking for, it’s easier for you to provide it.


Be Helpful Online 


As you engage with your audience, go out of your way to be helpful. Answer questions wherever they are asked. Platforms such as Facebook, LinkedIn, and Quora offer an opportunity for you to let people know you can deliver what they’re looking for.


Create a Podcast


The world of podcasts is a place where there is a huge audience, some of whom are looking for what you have to offer. This strategy requires a lot of time and energy, but it can help to attract many more clients.


Leverage YouTube


Don’t overlook the power of spreading your message by leveraging video platforms such as YouTube. Present yourself as an expert answering questions that your potential clients may ask.


In-Person Networking 


Get out and meet people and talk about your business. Be prepared to let people know what you have to offer on the spur of the moment.


Ask for Referrals


Ask friends, family, and clients for referrals and for online reviews. You can even send a message to your email list letting them know you’re looking for new clients and requesting that they spread the word.


Run a Pay Per Click Campaign


Google Adwords can be competitive and expensive, but those who click on your ads are actively looking for what you’re offering. Paid advertising is a strategy that has the potential to bring in targeted new clients quickly


These methods all have the potential to help you attract an audience who is looking for what you have to offer. Some of these strategies take time and may have a learning curve in order to use them successfully. Let Softline Solutions help you create an effective strategy for getting more clients today.


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2019 PPC Stats All Marketers Should Know Mon, 01 Jul 2019 17:29:16 +0000 In 2018, Google made some big changes with their Ads platform which added new enhancements and features to utilize for PPC strategy. Amazon, Bing, and LinkedIn also showed innovative growth...

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In 2018, Google made some big changes with their Ads platform which added new enhancements and features to utilize for PPC strategy. Amazon, Bing, and LinkedIn also showed innovative growth with their tools and their impact on your overall marketing performance. This means that 2019 has been a big year for taking a new approach to PPC marketing. Here are some PPC stats all marketers should know in 2019:


Understand Your Reach

These 2019 PPC stats will help you understand the searching and clicking behaviors of your potential customers so you can understand the conversion potential, and some of the roadblocks, between you and your audience. 

Eighty-six percent of Americans utilize internet searching to find local businesses to tailor to their specific needs.

An impressive 46% of Americans wake up and check their smartphone notifications as soon as they wake up.

In the last year, worldwide use of ad blockers increased from 142 million devices to over 615 million.

SocialMediaToday reports that over $10 billion was spent in PPC ads in 2017, with that number likely to have risen in 2018.

PPC advertisements generate about 50% more conversions than organic web traffic.

Users who click paid ads with an intention to make a purchase out-number organic searches by 65%.

76% of people who use their smartphone to search for a business nearby will go to that business within 24 hours.


Optimize Google Ads Performance

A marketer is only as good as his or her tools. So understanding how to optimize your use of Google Ads can help create a bigger return. These 2019 PPC stats will help you gain that understanding:

Almost 75% of all internet searches performed on a computer are done with Google.

Almost 40% of internet searches performed on a mobile device are done with Google. They are also performed with a local search intention.

69% of internet searchers from a mobile phone call a business straight from the Google search listings.

Overall, consumers use Google to make more than 160 million searches each month.

More than 52% of searchers shopping online prefer the paid ads that top Google’s SERPs.

According to Google, search ads can boost your brand awareness — how your brand is remembered and interacted with by potential customers — by as much as 80%.


Learn how PPC Content is Being Interacted With

Whether your paid ad is locally targeted or not could make a difference in your strategy’s performance. These paid ad-specific PPC stats for 2019 can help you target certain behaviors in your future customers:

Video ads out-perform display banners in clicks by 73%.

Over 65% of searchers who have the intent to buy are clicking on paid ads.

More than 35% of Google searches are tied to a specific location.

More than 50% of all online searches contain more than four words.

The average viewing time on YouTube on a mobile device is 40 minutes.

A whopping 90% of consumers report trusting reviews they read online.

Coming in at an average of $60 per click, “insurance” is the most expensive keyword, followed by “loans” and “mortgage” who rate about $33 per click.

For every dollar spent on Google Ads, your company can earn an average of $2.

Almost half of reporting brands want to increase their budget for PPC advertising which indicates the effectiveness of this marketing tool.

PPC has been found to be more effective when used in addition to organic SEO.

The average click-through rate on Google Ads is 3.17.

Across all industries, the average conversion rate on Google is almost 4%. The lowest conversion rates are in the advocacy industry at less than 2%, with the highest conversion rates in the dating and personals industry which tops out at almost 10%.

These industries spent the most on PPC ads in 2018: travel, publishing, retail, and education. 

These industries spent the least on PPC ads in 2018: automotive, home improvement, and consumables.

Text ads, remarketing, and mobile are the most effective PPC channels.

The most popular PPC platforms are Google Ads, Facebook, and mobile.

According to these and other PPC stats, consumers are blind to more than 90% of all online ads. It’s called “banner blindness” and it can hurt your ROI if you’re not monitoring how your ads are performing.


Google Algorithm Changes

In addition to these insightful stats, some changes to Google’s algorithm unfolded in 2018 which will impact 2019 PPC strategies. Some of these algorithm updates include:

Mobile-First Index: This rolled out in March of 2018 after months of anticipation and Google’s acknowledgment of how critical it is to have a positive mobile experience. 

Video Carousels: This update happened in June 2018 and includes video carousels topping Google SERPs on desktop Google searches.

Mobile Speed Update: In July 2018, Google started to factor page speed into its ranking signals. This move is with the recognition that mobile users are working quickly to find what they’re looking for.


Tracking Your Ads

These 2019 PPC stats can help you get an understanding of how your marketing strategy is affecting the behavior of those potential customers you’re targeting. But the real work comes down to your individual strategy and execution up against your competitors. Tracking the progress of your ad performance is key for monitoring ROI. Always be prepared to make necessary tweaks if you begin to recognize that your targeting approach is slightly off or the behaviors of those engaging with your content show they’re not quite following through.  Remember that it’s not just about clicks, but the follow through all the way to final purchase.

So these 2019 PPC stats help paint a picture of what’s happening online and how searches are using their devices and their online tools to find what they’re looking for. This is big news for marketers who are hoping to reach these people. But if this stats breakdown doesn’t quite translate to marketing success for you, consider working with Softline Solutions. When you work with us, you’ll experience a hands-on approach using the latest software and techniques to enhance your optimization and sales.

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Top 10 Marketing Tips For Success Mon, 24 Jun 2019 18:54:55 +0000 Online marketing has made reaching potential customers easier. But with an ever-growing landscape of content and outreach, it can feel overwhelming trying to stay afloat. You don’t just want to...

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Online marketing has made reaching potential customers easier. But with an ever-growing landscape of content and outreach, it can feel overwhelming trying to stay afloat. You don’t just want to stay afloat, you want to make a big impact and attract new, paying customers every day. Here are 10 tips to help you do just that:

  1. Monitor Your Website’s Performance

Your website is an important means of connecting with future clients by giving them a snapshot of your services, your talents, and what it might be like to work with you. But your website should also convert curious visitors to paying customers. Utilizing analytics to monitor your website’s performance can help you see where you stand in terms of ROI and outline improvements that could take it to the next level. Most website analytics software is free, so this insight won’t take any hits on your return but can provide priceless information.

  1. Develop an SEO Strategy

Using the data you’ve collected through analytics to track your website performance, you can determine what kind of SEO needs you have. Getting the most from Search Engine Optimization so that your website appears in prime locations on the search engine results page (SERP) can really take your traffic up to another level. Your analytics programming can likely help you with some keyword research that will let you know which search terms are most worth investing your time and energy into. By implementing those search terms into your website content, you’ll slowly become seen as an authority on those topics and rise to the top of the results page. Think about it — do you ever go to page 2 of your Google results page? Neither do I. So getting on page 1 for high-traffic keywords will get you seen.

  1. Track Your Social Media Performance

Social media is free marketing. While it takes time to curate content and engage with potential customers, your potential reach is big. So you want to make sure you’re focusing on the right audience. Pulling and translating data on your social media and online impact a critical step in improving your marketing campaign. Real-time data gives you the edge since it gives you a quick way to sort and present your findings. This will help your team quickly identify areas of improvement and switch up how they engage. While these performance analytics are the key to your marketing success, you don’t want them to take up too much of your time. Making an investment in these tools may be worthwhile. Personalizing your reports can help you follow your company’s unique conversion metrics

  1. Localize Your SEO

If you have a successful SEO strategy but still want to bring more traffic to your website, consider taking on local SEO. This is especially helpful if you provide a product or service that requires the customer to arrive in person. Nearby customers will want to know how close your business is so that they can take advantage of the convenience. For this strategy, you’ll want to localize your keywords by adding regional-specific terms to your strategy. 

  1. Take Advantage of Pay Per Click

Pay Per Click ads get your website to top the search engine results page (SERP) increasing your visibility for related keywords without the work of organic SEO. You choose which sections your website will appear in and pay accordingly. Paid search ads are also appearing on social media platforms and are typically an affordable way to make fast impressions. Your clicks won’t always convert to sales so do your keyword research to make sure you’re targeting the right groups.

  1. Audit Your Paid Campaigns

If you already have PPC campaigns running, getting an extra pair of eyes on them is one way to increase your ROI. Softline Solutions can audit your PPC efforts ( and help you or your PPC agency, identify minor or major improvements. Since Pay Per Click ads require an investment, getting a second opinion can help ensure you’re getting the most impact for your money. 

  1. Remarket to Previous Visitors

Remarketing is clever and not enough businesses do it. It’s the art of reconnecting with visitors who made it to your website or your social media profiles without making a purchase or connection. With Softline Solutions’ proprietary technology and customized landing pages, your remarketing plan can have a big impact. ( 

  1. Create a Seamless Customer Experience

One way to easily re-engage former customers is to provide an exceptional customer experience. While this moves into how you execute business transactions, it starts online. That includes making sure your website runs quickly and smoothly, is easy to navigate, and provides an overall positive user experience. A well-functioning and laid-out website can also help boost your SEO. But don’t do it for the Google bots, do it for your customers.

  1. Make Changes as Needed

Whether your PPC campaign needs ongoing audits or your SEO strategy could use a face-life, adjusting your approach over time can help you find long-term success online. Don’t just use your analytics to boost morale for a job well done, use it to make necessary changes so you can reach more people and make more conversions to sales. In this ever-changing online world, change is ongoing and quick.

  1. Keep Your Website Fresh

Social media can certainly be a distraction when it comes to where to place your online marketing focus. But consider updating existing landing pages or creating new ones as your business grows to keep your content relevant and your SEO best practices on a roll.

Implementing these approaches little by little can create big changes in your online presence. More importantly, it can convert visitors into customers, and convert customers into loyal, returning clients. While some strategies may take some time to return results, such as an organic SEO roll-out, others can help put you in front of potential customers immediately. Let Softline Solutions help you get past the speed bumps, avoiding costly mistakes and time better spent on what you do best – creating a seamless customer experience and taking your business to new heights.


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Now Trending: 9 Social Media Moves to Make in 2019 Mon, 03 Jun 2019 16:18:04 +0000 Social media is no longer just about sharing what you saw, read, or ate in a given day, connecting with loved ones, or writing your political thoughts for all your...

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Social media is no longer just about sharing what you saw, read, or ate in a given day, connecting with loved ones, or writing your political thoughts for all your network to see. Social media has evolved into an impactful channel of communication, a source of news, and a way for brands to take direct action with their target market.

Los Angeles Internet Marketing

With rapidly changing, ever-growing corners of the internet, sharing is easy but capturing your audience’s attention can be a challenge. With so many platforms and apps innovating the way we share and who we share it with, it’s important to strategize your approach to avoid spending time (and money) you can’t afford. Staying on top of trends is one way to support your strategy. Here are 9 for 2019 that you’ll need to follow.

1. Tell a Human Story

Traditional marketing has always been about storytelling and appealing to the hearts and minds of potential customers. But social media makes things a bit more personal. Where traditional marketing may have been about the brand’s story, social media lets those behind the brand get more human in how they share. This not only allows you, as a brand manager, to share your heart and mind with your customers, it also lets you into the hearts and minds of your customers. By learning more about your audience, you can not only develop products and services to address their needs, you can contact them directly to let them know about it. Social media engagement is key for reach, and taking the time to comment or share what your customers are saying may seem costly but it can go a long way.

2. Brand Narrative

With social media allowing more space for human storytelling, it also lends itself to the development of the overall brand narrative. Being strategic about your content allows potential customers to experience you before they start paying for products or services. A brand narrative that inspires action in your audience is going to have you standing out among your competition and create a reason for people to stop scrolling and start shopping.

3. Segment Your Market

You might offer services or products that impact different audiences. Avoid blindly tossing out a wide net of content is going to mean you lose or confuse some. This is why consumer targeting is so important. By segmenting your audience, you can begin to target content for those specific groups, maintaining their buy-in and curiosity about what comes next for your brand.

4. Share, Don’t Sell

If all your social media content is about getting people to buy your product, you won’t see much engagement or sales conversion. Instead, offer snippets of useful information, host giveaways, share funny or insightful stories. Use your platform to whet the appetite of potential customers so they start to build some trust and curiosity about what else you can do for them. If you’re not sure how to get started with this new way of branding, consider working with a Los Angeles internet marketing company who can help lead the way.

5. How to Hashtag

Building a community on social media is an effective way of getting results. Think of it as the equivalent of word-of-mouth marketing. By building a community and opening up the conversation, your brand can organically spread and find new audiences. This is especially true on platforms like Instagram. You can gain traction by adding your voice to existing conversations via popular but appropriate hashtags which you can do by:

  • Utilize obvious hashtags related to your industry. For example, if you’re a travel company, consider #justbackfrom or #welltravelled
  • Discover what hashtags your competitors are using and follow suit
  • Avoid using too many or irrelevant hashtags as that may end up working against you. Between 9 and 12 appropriate hashtags is optimal for visibility and engagement, especially for Instagram.

Once you’ve mastered your hashtag game, try creating your own branded hashtag – something short, sweet, and easy to remember – can help tie the conversation together and lead all roads back to you. Do your research and utilize available metrics to get the right data for the right platform. You can also reach out to Los Angeles internet marketing company Softline Solutions for help.

6. Put a Face to the Name

Putting a human face on the brand can go a long way. If you can make a potential customer feel the same way they feel watching a friend’s Snapchat, you’ve already gotten their attention. That means you should be sharing photos and creating videos where you communicate tips and tricks, how-tos, personal insights, and teasers for new products. Keep these videos short and focused on a singular mission so that your audience can reference them when in need and begin viewing your brand as an authority.

7. Pick your Platform

Not all social media platforms are created equal. Take the time to understand where your audience is spending their time. For instance, based on user research, use Snapchat for the younger crowd, Facebook for the older crowd, Pinterest for American females, and LinkedIn for career professionals. You can learn more about the distinguishing qualities of each platform with a little research which will ensure you’re not wasting your time sharing with the wrong crowd. It’s also important to understand the different advertising strategies, costs, and impacts of each platform. Facebook advertising and Instagram advertising won’t provide an equal return.

8. Queue Quality

Consistency is key in social media, but don’t confuse that for a focus on quantity. If you find yourself scheduling posts for the month and queuing up new ideas to save time, you might want to take a pause. With companies and brands curating thoughtful, aesthetic, and actionable posts, the quality of social media content is soaring. In order for you to be considered among the leaders, authorities, and influencers of your niche, your content should be creative, impactful, and engaging. Sharing fewer posts that have a clear purpose is better than sharing several posts that miss the mark.

9. Avoid Breaking ToS

Staying in the good graces of each platform is important to avoid violating Terms of Service agreements and possibly getting your account shut down. Each platform has similar but unique ToS guidelines to follow and knowing where your parameters are can prevent losing your audience. Facebook and Instagram can block or ban your account for the following actions:

  • Liking posts too quickly via bot
  • Following or unfollowing accounts too quickly via bot
  • Posting too frequently
  • Using banned hashtags
  • Creating duplicate accounts
  • Posting inappropriate or copyrighted content
  • Promoting or selling illegal products or services
  • Buying fake likes and followers

Too many blocks or violations of ToS can get your account banned, which means you may lose your content and following and have a hard time getting it back.

If you’re ready to take your social media advertising to the next level, Los Angeles internet marketing company Softline Solutions can help you get results.

The post Now Trending: 9 Social Media Moves to Make in 2019 appeared first on Softline Solutions.

Competition In PPC: X Tools To Help You Out Fri, 17 May 2019 15:32:32 +0000 In the world of Google Adwords, keeping up with how your ads perform isn’t enough. While consistent analysis is essential to adjust your ad campaigns, you also need to know...

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In the world of Google Adwords, keeping up with how your ads perform isn’t enough. While consistent analysis is essential to adjust your ad campaigns, you also need to know what your closest competitors are up to. Thankfully there are a number of PPC tools that make analyzing the competition and everything else to do with your ads easy so you can make changes as you go. Review some of the most popular options to get started.


Optmyzr may be one of the best tools for agencies overseeing small and medium-sized Bing and AdWords accounts. It’s one of the more expensive options; however, it provides a wealth of information. Use it to track quality scores over time and enjoy meticulous analysis for landing pages, spending projections, and hour of the week stuff. This tool also provides insights on performance issues, offers inbuilt reporting, and includes one-click optimization tools.


Like many analytic tools, there are free and paid versions of SEMRush, with the paid version the clear winner since it provides considerably more details. If your budget has you sticking to the free version of the software, for now, you can at least type in the names of your competitors’ websites and see who their competitors are. You’ll also see what your competitors are doing in terms of their average positions for top keywords, ad texts, and what percentage of their budget and traffic is consumed by said keywords. In addition to keyword research and ranking, brands typically use SEMRush for site audits, backlink sources, site positioning, and content creation with keywords. Tracking for competitor Facebook and Bing accounts is also possible through this software.


If you are looking for highly-specific information concerning the keywords your competitors are bidding on, Spyfu is for you. While there have been reports of inaccurate budget and traffic numbers in the past, Spyfu still provides helpful information, including your competitors’ monthly AdWord budget, top paid competitors, paid keywords, clicks per day, ad position and texts, and other good stuff.

Bing & Google Keyword Planners

Should free tools be your thing at the present time, there are many options to select from, including Google and Bing keyword planners. These planners help inspire creative ideas for ad groups and campaigns in addition to offering decent volume estimates. If you are using them for volume estimation purposes, use the estimates as directional data only. You’ll do better if you set your base bids on what you can currently afford, not on what these tools claim the average is.

Wordstream Advisor

Wordstream has made great strides in improving this tool, and it shows. It’s perfect for managing your time more effectively via their “20-minute work week” that features nine clearly-defined items to help you improve your accounts quickly and easily. Among the PPC tool’s best features is the integration with Facebook, Bing, and AdWords ads, hosted landing page software, inbuilt reporting software, conversion tracking with Wordstream’s tracking tag, and the performance grader tool. There is also fantastic integration among multiple tools with Wordstream Advisor. It’s ideal if you’re an entry-level marketer who wants a bunch of tools in one convenient place.


One of the newer PPC tools, Opteo offers an easy-to-use interface and it’s pretty darn affordable. The interface focuses on three key sections: manage, performance, and improvements. The improvements section is extremely comprehensive and shows “clear winners.” Other features Opteo offers include landing page detection errors, performance and issue diagnosis, real-time alert functionality, and one-click optimizations.

Auction Insights

This is another free tool that pulls data (unsurprisingly) at the auction level. It is for Bing and Google and does best when you use exact match terms only because you’ll get the clearest insights. Also, segment this tool by time for strategy evolution insights.


Tenscores focuses on highly-detailed account optimization and is super-easy to use. The detailed optimization makes it different from other PPC tools that emphasize “complete” solutions to AdWords optimization. In addition to helping you increase your AdWords Quality Score and ad optimization suggestions, this tool provides a clear guide for improving your account performance. However, if you are looking for features in addition to optimization, this tool is not for you.


AB testing is where Adalysis stands out, though it also offers Quality Score tracking and campaign navigation options. Its interface isn’t as nice as many of the others; however, it offers automated performance alerts, campaign and ad group review tools, and includes the Google Data Studio template. Entry level pricing is also reasonable. Note that you cannot implement most of the recommendations directly from the tool, and it’s going to take some time to understand. However, the ad testing is strong with this one.

AdWords Scripts

Yet another free tool, AdWords Scripts makes it easy to produce “historical” Quality Scores, automatic account checkups, and identify which keywords aren’t working for you. The Insights feature lets you improve your keywords so you rank better. The tool is ideal if you recently found yourself with a huge account littered with broken links. You will see them all in one spreadsheet so you can make changes accordingly.

AdWords Inbuilt Recommendations Review

AdWords upped their recommendation game with this helpful tool. It gets its power from machine-learning technology, won’t cost a penny to use, and enjoys updates all the time. It is split into repair, bids and budgets, ads and extensions, and keyword and targeting. The tool is also easy to use and will continue receiving great updates.

Wrapping Up

These are just some of the many convenient PPC tools at your disposal. Price varies greatly among them, so consider starting with free tools and see how you do. Remember, PPC and everything else having to do with marketing your brand is a learning process, so don’t worry if you do not absorb everything in a few days. The idea with these and other advertising tools is to experiment and see what works best for your business.

Get more online marketing help by contacting Softline Solutions today.

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2019 Social Media Marketing Trends: Paid & Organic Thu, 09 May 2019 20:10:11 +0000 Social media has maintained its stronghold on the buying public, influencing what people buy or at least research every day. Whether yours is a startup venture or a known brand,...

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Social media has maintained its stronghold on the buying public, influencing what people buy or at least research every day. Whether yours is a startup venture or a known brand, there are many paid and organic social media marketing trends for 2019 worth paying attention to. Let’s review some of these trends to help you formulate a new marketing campaign that grabs and holds the attention of your target audience.

Live Video

Live video streaming, such as during a product launch or community event your brand is participating in, has been a popular YouTube option for a while. Facebook and Instagram have since gotten in on the action, providing consumers insider views of their favorite brands. Some experts believe 80% of the future content people consume online will be in video form, as it increases authenticity. Anything can happen during a live video, which shows the human side of brands and encourages customer interactions.

In addition to live videos, many brands have harnessed the power of regular old videos, such as tutorials or those detailing the company’s story. Videos of any kind put faces with brand names and help customers with short attention spans learn about products and services quickly.

Social Listening

Social listening, or the act of crawling social media and web platforms to find every single mention of a brand or related keywords, offers invaluable information in terms of buyer personas and habits. This type of monitoring allows brands to serve highly-customized content, and since it is something only a few companies do right now, there is the opportunity to capitalize on it in 2019.

Micro Influencer Marketing

While brands routinely pay major social media influences to hawk their products and services online, some are going the micro influencer route. Such influencers have fewer than 10,000 followers on social media platforms but still enjoy followings that include lots of comments and interactions. They are also often viewed as experts in their niches and help viewers see brands as “down to earth” as well as trustworthy.

Personalized Everything

Serving consumers with personalized social media content based on past buying habits, clicked links, frequent searches, liked social media posts, and similar actions has dramatically changed the digital marketing landscape. The ability to learn as much about your target market as you can has a direct effect on brand loyalty because you are showing your customers you care about what they buy, and therefore want to add value to their lives. This often includes using paid content to research your market and create buyer personas. Additionally, social listening will undoubtedly have an effect on personalized marketing to provide consumers with even more customized content.

Real-Time Communication

Reaching out to consumers in real-time is yet another way digital marketers are making use of social media platforms. Let’s say a customer just posted a rave review on Twitter about one of your products. Responding right away letting the consumer know how much you appreciate their business helps the individual feel valued and more likely to shop with you again. Responding to complaints immediately also has a positive effect because it shows the consumer you care about his or her experience and want to rectify the issue. Real-time communication with messenger apps such as WhatsApp, Messenger, and Kik provide these benefits as well because they allow customers to receive immediate responses to their queries.

Augmented Reality

Geo filters, facial filters, and similar augmented reality features have made their way onto social media platforms–just look at the crazy filters SnapChat has alone. These features help engage consumers and provide them with a better-rounded, personalized experience. The Sephora Virtual Artist app from the makeup superstore is a perfect example–it allows users to upload their images and virtually try on makeup before they buy. Color matching and tutorials are among some of the other features this app includes.

User-Generated Content

Consumers leave reviews and plenty of them. They post these reviews on social media and anywhere else they can, with some even uploading videos about products and services they adore. This has provided brands with powerful marketing tools, as they can easily shine bright lights on great reviews through social media. Facebook, Twitter, and Instagram all provide avenues for user-generated content brands can capitalize on, resulting in more site traffic, conversions, and revenue. Great reviews also contribute considerably to brand trustworthiness and authenticity.

The Generation Z Factor

Don’t forget to focus your digital marketing efforts on Generation Z. This generation is currently entering the workforce and wants to spend money, so why shouldn’t some of it be on your brand? Take a cue from retailers hosting pop-up stores, as these stores are designed for social media use and appeal to a wide variety of young people. You don’t have to work in retail to create a pop-up event, as they apply to a variety of products and services. Pop-up beer gardens, for example. They have taken oven cities such as Philadelphia in the summer, appearing at locations around the City of Brotherly Love including the Japanese Garden in Fairmount Park. Adding a pop-up store to your social media repertoire is something you will not want to skimp on.

Wrapping Up

Facebook has maintained its position as the most-used social media platform with 2.2 billion users worldwide, followed by YouTube, Instagram, and Twitter. Reddit, Vine,, and Tumbler are also relatively high on the list. And while you can certainly work with and are encouraged to use multiple social media platforms, it shouldn’t be at the expense of your content. Don’t inundate your followers–provide them with valuable information they can apply to real life. And remember, the best digital marketing strategies combine paid and organic practices and options to create campaigns that pique consumer interest.

Get the expert help your digital marketing strategy needs from Softline Solutions today. Our team of rock stars is here to help you implement campaigns that make your brand pop.

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Amazon Advertising: How It Works And Some Tips For Success Thu, 18 Apr 2019 18:53:09 +0000 Advertising on Amazon is a relatively straightforward process with large benefits. If you are a small business owner interested in advertising on Amazon, take a moment to learn what the...

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Advertising on Amazon is a relatively straightforward process with large benefits. If you are a small business owner interested in advertising on Amazon, take a moment to learn what the process involves and enjoy a few tips for increasing your visibility and marketing success.

Setting Up

Amazon provides three ad formats to accommodate different marketer needs: Amazon Headline Search Ads, Amazon Sponsored Products Ads, and Amazon Product Ads, or product display ads. Start the “Amazing” advertising process by selecting which ad campaign suits your needs best and what products you want to market. Also, decide how much you are willing to spend each month, as well as how long you want the campaign to last. Amazon recommends setting your spending limit to at least $10 a day and running an indefinite campaign so shoppers always have the opportunity to discover what sets your products apart from the competition.

Setting up your Amazon campaign is not unlike setting up a Google AdWords account, as you also select the keywords you want your ad to target, either manually or by utilizing the automated Sponsored Product option. Amazon recommends using both to implement a “strong advertising strategy.” If you have an Amazon store, simply use the shopping site’s templates, dynamic widgets, and drag-and-drop tiles to create ad campaigns. They are ideal if you have virtually no clue how to create campaigns.

Launching Your Campaigns & Measuring Your Success

If your campaign falls under the Sponsored Product category, you get to launch it immediately. If it’s of the Sponsored Brand or Store variety, Amazon will perform a quick moderation review. Ads appear on customer web pages based on their relevance, keyword bids, and matching search terms. Customers who click on Sponsored Product ads get taken to your product info page immediately, while those who click on Sponsored Brand ads end up at your store site or related landing page showcasing your products.

Amazon provides reports to help you to determine your campaign’s success, such as what return you receive for the money you’re spending and how much traffic your store gets on a daily basis. Like Google AdWords, this essential information makes it much easier to adjust your campaigns so you aren’t swinging in the dark.

The Cost

Both Sponsored Brand and Sponsored Product campaigns utilize the auction-based, cost-per-click pricing model. The more competitive your bids are, the more chances there are for your ads to appear on Amazon shopper searches. Setting up your store is free and you are only charged for ad clicks.

A Few Tips For Amazon Campaign Success

Now that you have a basic idea of what an Amazon ad campaign entails, keep these tips in mind to enjoy marketing strategy success:

Use Match Types

Amazon uses broad, exact, phrase, and negative match types to fine-tune targeting, just like AdWords. Combine these options to narrow your targeting and put your ads in front of consumers most likely to click the oh-so-important ‘buy’ button. If you use the broad match type, for example, you will reach the most customers. You’ll also get to add words anywhere you want–front, middle, or back. And while this match type is not the most targeted, it provides a way to utilize important keywords and get your campaign going. Phrase match is obviously narrower, followed by the exact match.

Stay Consistent & Start Small

It may sound a little trite, but consistency is essential to Amazon advertising success. Keep your message the same across all ads you launch to increase brand awareness and make it clear what you are selling. Also, remember to start small with your campaign instead of diving in with the big old splash. You need to know what works before increasing your budget.

Organize, Organize, Organize

No online ad campaign, Amazon or otherwise, can enjoy success without a little–okay, a lot–of organization. Unorganized campaigns come with a variety of risks, including money lost to unqualified clicks due to incorrect keywords, and spending more marketing dollars than necessary on clicks. How you want to organize your ad campaign is up to you; however, it’s always best to group products with their correlating keywords to avoid confusion.

Adjust Your Bids Based On Value & Performance

Let’s be clear- not every product you sell has the same profit margin, which is completely normal. It, therefore, makes sense to adjust your bids based on product value and how well they perform. Spend the most money on your biggest sellers and remember you can always make changes if one of your lesser-known products starts bringing in more revenue.

Take Your Time

Remember the basics when it comes to crafting winning campaigns, such as selecting the right titles and keywords. Don’t hastily come up with a title that won’t wow consumers, or always default to general keywords because you are busy with other things. Take your time with these decisions for more finely-tuned campaigns.

Take Advantage Of Customer Reviews

Customer reviews have remained a priority for Amazon from the beginning, so take advantage of them. Every time a customer leaves a great review, post it on your social media sites and add it to the testimonials section of your website, if applicable. If a customer does not leave a fantastic review, use it as an opportunity to determine what went wrong and what you can do to fix it.

Use Amazon Video

Combining video and text provides a winning advertising combo. Use Amazon Video to target videos across the web, including websites, desktops, laptops, smartphones, tablets, and apps. Make it part of a well-rounded ad campaign.

Experiment With Email Send Times

Run email tests to determine what times garner the biggest customer responses. Rely on your Search Term report to obtain the data necessary to strategic email sending so you enjoy higher ROI.

Wrapping Up

Make Amazon advertising part of a larger marketing campaign designed to put your products in the minds of your target audience. You cannot discount the marketing significance of Amazon these days, so why skip it?

Get more marketing help from Softline Solutions today.

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SEM Tracking and Attribution Models Fri, 29 Mar 2019 18:59:48 +0000 In today’s online marketing world, knowing what practices and techniques provide the most effective and long-term results is key in staying ahead of the competition. You can increase your return...

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In today’s online marketing world, knowing what practices and techniques provide the most effective and long-term results is key in staying ahead of the competition. You can increase your return on investment (ROI) by implementing the right search engine marketing (SEM) strategy and selecting the best attribution model. Read on before discussing options with your team.

Why SEM Tools Are So Important

The right SEM tool or software improves efficiency as well as productivity. It allows you to manage daily ad groups, keyword lists, bidding, and ad copy in a more effective, streamlined way so you spend less time on optimization and manual reporting. A platform that acquires data in one convenient place makes it easy to gain the insights necessary for improving performance. The right tool also helps you make better marketing decisions because you will stay up-to-date on the latest search engine requirements, tracking methods, and ad formats. Since these things change on a continual basis, the more information you have, the better able you will be to serve your ads to the right consumers.

Some Of The Best SEM Tracking Software, Explained

Consider any of these SEM tracking models to gain essential marketing insights:

Funnel Science

This predictive platform offers the user-friendliness you want, especially if SEM tracking is a relatively foreign concept to you. Funnel Science provides agencies as well as individual brands with SEM management, digital marketing analytics, and consulting services in combination with real-time PPC conversion tracking, ROI optimization, and social media and SEO campaign assistance. Among these key features, this platform offers A/B landing page testing so you are always providing the best pages to intrigued consumers, as well as retargeting, e-commerce and shopping data feeds, and sales funnel strategies.

Yext Pages

Yext Pages offers location data management solutions to companies of every size. The idea is to increase digital interactions and subsequently foot traffic and sales, as well as overall brand awareness. You’ll manage location data across your website or websites, as well as your internal systems, mobile apps, directories, social networks, and search engines. The software’s SEO-optimized local pages, mobile screens, and locators transform site visitors into store visitors by helping customers find the store locations closest to them. There’s also Yext Screens, which provides your company’s mobile app with detailed location info, all of which is optimized for iOS 9 searches.

Nexternal Solutions

This web-based e-commerce software includes a shopping cart that is extra search engine-friendly so you can sell directly to your consumers. If yours is a business-to-business operation, you can still use this shopping cart because it distinguishes between customer types. The idea here is to increase revenue without the spike in advertising costs.


Another marketing automation option for brands, franchises, and small businesses is SambaSaaS. Use it by itself or in combination with WordPress or SeoToaster-powered websites for search engine optimization that’s on par with your budget. Among the many services this SEM software offers is email marketing, press release distribution, call tracking and social media calendar curation.


Moz is a web crawl app that–surprise!–crawls your site every week and lets you know what issues are affecting your performance. The app also monitors the keywords your audience uses most so you can spend more time optimizing. Other software perks include competitive analysis so you know what your competitors are up to and gain that coveted first search engine page edge.

Finding The Right Attribution Model

In addition to utilizing SEM tracking software, it is a good, no, great idea to select a marketing attribution model for your business. Attribution modeling refers to understanding and giving credit to the acquisition channels that turn leads into conversions and sales. Make this important decision easier with these tips:

  • Create A Map Of The Customer Journey: Work with your team to brainstorm what your customers go through during each phase of the buying process. Keep channels and interactions in mind as you work, and think about why consumers buy from your website. Also consider what occurs prior to making purchases, what inspires your customers to make purchases, and subsequently which acquisition channels are ideal for your investment.
  • Pay Attention To Lead Quality: Determine at what rate consumers become active site users and how quickly they became paying customers.
  • Don’t Forget About Campaign Objectives: Keep your campaign objectives in mind, as they should be among the most important pieces making up your attribution model. If yours is a branding campaign, for example, a first-touch model could be ideal. Conversely, if yours is a limited-time promotion, a time-decay model is likely best.
  • Be Versatile: Stay flexible throughout this process, as you will be testing, optimizing, and changing attribution models as you go. You may have to change the model entirely depending on your marketing needs.
  • Review The Four Main Types: Go over the four main attribution types with your team as you determine what is right for your brand. These types include online-offline, multi-channel, real-world, and multi-device. Each offers specific benefits in relation to your marketing goals, for example, online-offline attribution determines how online advertising impacts store foot traffic and sales, and vice versa. Multi-device attribution, in comparison, focuses on how devices such as laptops, smartphones, smart TVs, and tablets affect conversions.

Wrapping Up

After taking in this much information, it is normal to feel a little overwhelmed. However, it is important to remember that increasing brand awareness, site traffic, conversions, and revenue is an ongoing learning process. Don’t try cramming as much information as you can about SEM tracking and attribution models into your brain at once, rather assign tasks to your team so you learn together as your brand grows. Experimentation through A/B testing and similar practices provides the insights you need to formulate a winning marketing plan.

Need a little help with online marketing? Contact us at Softline Solutions. Increasing brand awareness for the companies we serve is our continuing mission and one we do quite well.

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Website Speed Optimization: How to Improve Your Site’s Speed Mon, 18 Mar 2019 17:22:08 +0000 Quality, digestible content that provides value to the reader. High-resolution images that immediately grab consumer attention. Easy navigation and checkout processes. Great deals and specials. These are among the factors...

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Quality, digestible content that provides value to the reader. High-resolution images that immediately grab consumer attention. Easy navigation and checkout processes. Great deals and specials. These are among the factors making up fantastic websites that appeal to their target markets and rank highly on Google, but what about site speed? The speed at which your website operates is just as important to the search engine juggernaut as other essential features affecting site rankings.

Even a one-second delay has the power to reduce page visits, consumer satisfaction, and conversions. Avoid these issues and skirt finding your page much lower on Google search results with these tips for increasing site speed and therefore quality.

Limit HTTP Requests

Some 80% of a web page’s load time consists of downloading images, scripts, stylesheets, and any other features. Each of these features requires an HTTP request so the more components a page has, the more requests it includes. Reduce these requests by first determining how many your site produces and making adjustments accordingly. If you use Google Chrome, for example, you can use its Developer Tools to learn the request number and reduce your site’s totals.

Streamline Your Page Content

Take a look at each of your web page’s content not only to reduce the total number of HTTP requests, but to streamline its look and use. Pages loaded with buttons, images, text, videos, and titles look cluttered and confusing to visitors in addition to slowing down page download rates. While you do not want your pages to go the minimalist route, see what you don’t need to increase conversion rates. Pages with thousands of elements always have lower rates than those with more seamless designs.

Consider The Site Host

The hosting company keeping your website online may play a significant role in slowing it down. Unless your site is super simple and does not receive a lot of traffic, you need a hosting company that can accommodate your needs with faster technology, superior security, and 24/7 customer support and monitoring services.

Combine Your Files

Your CCS, Javascript, and HTML files make up your site’s appearance. Once you know how many HTTP requests you routinely receive, you can combine files and reduce their sizes to increase site speed. This means eliminating unnecessary code, whitespace, and formatting from each file, as well as indentations, line breaks, and extra spaces. After you trim the digital fat, you’ll enjoy a “leaner” website that goes from one page to the next quickly and easily. Just remember to hit that “Save Changes” button to finish the update.

Defer Loading

Deferring large files such as Javascript gives the rest of your page’s content time to load at a pleasantly-fast rate. Deferment prevents sizable files from loading until smaller files have completed loading. If yours is a WordPress site, for example, use the WP Rocket plugin to defer Javascript loading by checking the “Load JS files deferred” box. If you are working with an HTML site, place a “call” on a Javascript file to defer it.

Remove Extra Redirects

The number of redirects your site gets influences how many HTTP requests it receives. So if your site is constantly subjected to redirects, it will slow down to a crawl. Remove all extra redirects to eliminate this issue and avoid annoying potential customers.

Review Your Plug-Ins

While plugins are helpful, an excessive number hinders site speed. Outdated plugins have the same effect. Perform a plugin audit to remove what you don’t need for a faster, more functional site. If you are not sure which plugins should go, review them with your website administrator.

Get Specific With Image Dimensions

Large images without specific dimensions are another path to slow site speed. Create specific dimensions based on each image’s height and width tag properties to avoid this problem.

Allow For Compression

By now you know that small files equal faster website speed. Enable file compression to reduce load times with a quality file format and software app. Such apps identify strings of comparable code in text files and replace them-albeit temporarily–to reduce their size. This tip is particularly helpful for CSS and HTML due to the repeated whitespace and code they so often feature.

Provide Browser Caching

Whenever you click on a website, the elements from the visited pages get stored temporarily in your hard drive. Known as caches, these temporary digital storage “containers” mean your browser can load the page minus the HTTP requests the next time you visit it. It is therefore extremely helpful to enable browser caching on your website for speedy return visits. How you set up caching depends on whether you use HTML or WordPress to share your content with the world. If you operate a WordPress site, plugins such as W3 Total Cache make this process quick and simple. If you use standard HTML, use your .htaccess file to allow caching.


Your site host is not the only network that increases or decreases load times. Other networks such as Content Delivery Networks (CDNs) eliminate slow page load issues from high traffic times and visitors who are physically far from your server location. A quality CND makes it possible to cache your site on a global server network so all site requests get rerouted quickly.

Wrapping Up

Discuss these and other tips for increasing site speed with your site administrator and marketing team to increase traffic, conversions, and revenue. And while it may take a few days to implement every change you want, it is well worth the effort. Think of increasing speed times as part of a comprehensive site audit and use it to learn more about your website, how it works, and what you can do to make it as appealing to your target audience as possible.

At Softline Solutions, we are here to help your site pique the interest of your target audience through Pay-Per-Click programs, display and Facebook ads, remarketing, and plenty of other useful services. Give us a call today to learn what we can do for your site.

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