Man typing their blog after reading about why every business should be posting a blog.

Last week we talked about content repurposing, and how you can turn one blog post into multiple pieces of content. This time, we wanted to talk about why your business should have a blog

There are two aspects to why you should be posting blogs: Technical and Business

Technical Reasons For Why You Should Have A Blog

There are two very important technical reasons why you should have a blog: Increase Your Organic SEO (i.e. Impress Google), and Backlinking.

  1. Increase Organic SEO, i.e. impress Google’s algorithms and backlinking. 
    Blogging is effectively the single best way to increase your website’s organic SEO. Your SEO, also known as “Search Engine Optimization”, determines your ranking in Search Engines for relevant search terms.

    When blogging, you can write in a way that boosts your SEO score, that allows both your blog and your website to appear closer, if not at the top of the results page while Googling. This is how you impress Google’s algorithms. Google wants to show the search results that are the most recent and most relevant to the search inquiry. Examples of ways to write to impress Google’s algorithms is to include focused key words. This blog is full of them! Can you guess what they are? 
  1. Backlinking
    Backlinking is essentially any time another reputable website publishes a link to your website. This could be as supplementary info to their blog (i.e. check out so-and-so’s blog for more information!).

    The more people that find your blogs useful and link it to their website, the better your website will perform overall. This is great motivation to not only write blogs that are good for your SEO, but also enjoyable and informational to the reader. 

Business Reasons For Why You Should Have A Blog

There are three business-related reasons why you should be blogging regularly: establish your business as the expert, resonate with readers via real-world applications/case studies and create content to be redistributed on other platforms.

  1. Establish Your Business as the Expert:
    Sharing your knowledge, industry news, tips and tricks, or even news about your business through effective blogging gives you the opportunity to have your clients, customers and industry peers recognize you as an expert in your industry. 
  1. Anecdotes, Case Studies and Projects
    By sharing anecdotes, case studies and projects, you’re allowing the reader an inside view into your operations. They may even touch on issues the reader is experiencing and outline a solution to their own problem. By blogging, you are resonating with your readers. 
  1. Repurpose Valuable Content Quickly & Efficiently
    Blogs allow for a wealth of content to be redistributed with a few extra clicks. You can quote your blog and turn snippets into Canva Graphics. Then post these on your Social Media and backlink to your blog (See what we did there?!) 

Overall, blogging is a great way to drive traffic to your website, which in return will help increase brand awareness and conversions (contact inquiries and/or e-commerce sales). We understand that blogging can be a daunting task, especially if you are learning on how to improve your SEO. Here at Rosewood, we offer blogging services for all business levels, whether it’s needing help improving your SEO or because you don’t have the time to blog, we have you covered. If you are interested in blogging, let’s get in touch!  

The Most Common WordPress Maintenance Issues and how to update them resolve them by Rosewood Marketing in Newmarket and Toronto, Ontario for Small Business Marketing.

Like any piece of software (or hardware for that matter), a WordPress website relies on frequent software updates to continue functioning optimally. There are three main elements that updates apply to: the WordPress Plugins, WordPress Themes and the WordPress Core itself. Today, we’re explaining the most common maintenance issues that can compromise the health of your WordPress website.

The Most Common WordPress Maintenance Issues

Security Vulnerabilities

The most common issue that we have encountered during our Maintenance onboarding process are security vulnerabilities; which can cause the biggest negative implications if not resolved.

No safe is uncrackable, the same is true with the software and programs running on your website. As WordPress and the many themes and plugins continue to improve security, efficiency and features offered for your use, it is important to stay current with updates to maintain an optimal and secure environment for the visitors to your website. 

Examples of Security Vulnerabilities: 

  1. Older versions of WooCommerce had a vulnerability which allowed guest users to create accounts during the checkout process even if the option ‘Allow customers to create an account during checkout’ was disabled. Meaning bots could create accounts, obtain system access, and place fake orders to look for vulnerabilities in other plugins on the site1.
  2. Older versions of Jetpack had a vulnerability in shortcode embeds, which would allow a remote attacker to embed and execute malicious code on your site.
  3. Older versions of the MemberMouse Platform plugin were susceptible to SQL injection.  A successful SQL injection could get access to sensitive user data, including usernames, passwords and other sensitive information. It could extract, insert, delete, or corrupt any type of information stored in a database on your website.

Why Enabling Auto-Update Is NOT the Answer

While you may think ‘Amazing, I’ll just set up auto-update on everything!” that is not a great solution and you run the risk of BREAKING your site. 

A Technical Balancing Act: Knowing When to Update vs. When to Wait

Security patches are not the only types of updates that your WordPress environment will experience. 

As new features get added, and the backend language on which the WordPress software was written gets on overhaul, some plugins take longer to keep up – while others stop trying altogether. This is when errors start to happen. 

Websites often require interconnected plugins to support a theme and/or add functionality to the website. When one of the elements falls behind it triggers a break in communication affecting the performance and behaviour of your site.

Maintaining a healthy website often becomes a balancing act of knowing when to press the “update button” and when to wait for all the plugins to catch up so that nothing breaks. 

Updating PHP Memory: “The White Screen of Death”

With all these updates, the plugins, page builders and themes that run your site require more resources to be processed. Your host will often put a script processing memory limit in order to prevent a single website from overloading the server. To fix this you would need to manually update your PHP memory limit in the backend of your website. 

Recommendations

Before you venture to do your own website updates, we recommend completing the following checklist:

  • Website Backup:
    • Make sure to get a full backup of your website before doing any updates – that includes all files and database entries
  • Check the Fine-Print:
    • Read the plugin update details often provided when a new version gets released to make sure that your website meets the minimal requirements – this often includes a PHP and WordPress version
  • Create a Staging Site:
    • If possible test your updates on a staging site to make sure that the styling and functionality of your website remains the same

Rosewood takes website security very seriously; not only does proper maintenance reduce potential downtime but it ensures that your website information and that of any clients remains safe and secure.

Rosewood offers WordPress Maintenance Packages to suit your website’s needs. Starting at just $87/month, we believe it’s worth the investment to be proactive and prevent a potential crash or hack event.

Questions? Contact us here or join us on Instagram and Facebook for more resources!

Dasha

Director of Web Development

Facebook Ads

Facebook Ads have come a long way from simply boosting posts for $20 here and there. If you are going to spend any money on Facebook, I recommend setting up a Facebooks Ads Manager Account instead of boosting posts randomly.

Did you know that Facebook owns Instagram, and that Facebook Ads will also run over the Instagram network?

Did you know that more than 2 billion people use Facebook and 1 billion people use Instagram worldwide every month?

No matter what audience you are trying to reach, you can find them via Facebook Ads.

Who Should Use Facebook Ads?

Facebook Ads has been around for a while and has really exploded in the last few years with the rapid expansion of the network. To be honest, we’ve found it almost impossible to market organically on Facebook anymore due to the saturation of content and posts. The way around this is to run Facebook Ads. Did you know that you don’t need a large following to run these ads? We actually prefer to drive people AWAY from Facebook and towards your website or landing page to convert the sale.

What Are They?

Facebook Ads is Facebook’s PPC (Pay Per Click) Ad platform offering advertisements to businesses across Facebooks ad network: Facebook, Instagram, Messenger, and more. You can set the targeting based on people’s demographic information such as age, gender/sex, location, and interests. It’s important to be specific with your targeting because, unlike Google Ads, your ads are not triggered by keywords – therefore you want to make sure you’re appealing to your targeted avatar.

Unlike Google Ads, Facebook Ads should always have a visual component accompanying the ad. This can be a beautiful picture, or a strategically created graphic. Then it will have your heading, a description and a Call to Action. Your call to action will differ depending on the product/service you’re offering and your campaign goals.

Where Are They Seen?

These ads are available on Facebook, Instagram, Messenger and more. Even if you only want to run Instagram Ads, you will need to create an account with Facebook Ads Manager.

When Should You Use Facebook Ads?

Facebook Ads are recommended for the following types of products/services:

  • Products from an E-Commerce Store (general products)
  • Impulse Buy Products/Services
  • App Downloads
  • Workshops and Seminars
  • General Brand Awareness Campaigns (targeting a hyperlocal audience)

Why Use Them?

Facebook Ads can be a great solution when configured properly and managed on a regular basis. We primarily use them for businesses that sell products online or have a seminar/workshop and need to fill seats. With conversion tracking properly configured via the Facebook Pixel, it’s easy to see your conversion rates. We also recommend you have a landing page specific to the product/service and connect the pixel to the contact form/payment button, so you can see an accurate conversion rate.

Overall, Facebook Ads (including Instagram Ads), can be a great addition to most businesses’ marketing strategies. When setup and managed properly, they can offer significant conversions of your products/services.

Here at Rosewood we offer the initial setup of the text for the ads as well as the graphic design of the visual ads themselves. We also offer monthly management to ensure your ads are running optimally, reaching your desired audience and reducing your CPC while increasing your conversions.

Please reach out if you’d like to speak to one of our Ad Specialists today.

Hang around for Part 3 where we compare Facebook and Google Ads to determine which to use if you need to choose.

If you haven’t read part 1 where we discuss Google Ads, check it out here.

Til next time,

Deanna Simone