If you are a small business, you try to find every way to help your company succeed. A big part of that involves putting some of your efforts towards marketing. However, marketing is big field, and you may need some help finding success. We have a few suggestions for how you can gain new customers. The first is to know your audience, but the most important suggestion that we have is to follow trends in your industry.
Why Trends Are Important for Small Business
Trends are a great indicator of what people are interested in. They inspire how to target your marketing to your customers. However, you have to consistently follow trends in your industry. They change every day, and some trends may not be as relevant as they once were. Once you discover what your customers are interested, you can develop great marketing campaigns, which will eventually grow your business.
You need a source to monitor the latest trends. The best one available is Google Trends. They show you insights on what people are searching for, topics of interest, and a rank of the latest stories trending. You can even narrow down your search for topics in your industry.
Here is how you can use trends to your advantage. First, you need to develop your marketing quickly. Like we said before, trends change every day. If you implement a trend into your marketing fast, you will see better rewards. People engage and relate to advertisement that they are familiar with.
Another way to use trends is by relating popular topics to your industry. If you run a blog, talk about how it impacts your industry and how your customers can benefit from it. They will see your company as a resource for everything that involves your industry. This will bring more customers to your business, as they trust your knowledge.
|No comments||This entry was posted by EIC Social Media Team on October 26, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
10 years ago, our mobile phones were not as advanced as they are now. They were only able to make calls and send basic text messages. Now, we live in an era where our smartphones have become a necessary device. We can browse applications, emails, the internet, and an unlimited number of other resources with the touch of our thumb. The mobile market is a prime opportunity for advertisers, and it is time to find out how to upgrade your mobile advertising game.
Why Mobile Is Important
According to data by the Pew Research Center, at least 68% of adults in the United States have a smartphone. Even more impressive is the fact that nearly 45% of U.S. adults own a tablet, which is 20% more than in 2011. Add in the rise of children using mobile devices, and you will begin to notice a pattern.
Almost everybody is using smartphone. Soon there will be very little people with the cell phones of old. In fact, kids are growing up with mobile devices as an integral part of their lives. Mobile advertising is important because there is a high chance it is a resource your target audience is using every day.
How Attract People Through Mobile Advertising
When we need an answer to a question, we pull out our phones and Google it. That is why it is important to make sure that people in your target audience can find your website or advertisements.
You can do this by creating websites and ads that are mobile-friendly. Google frowns upon websites that do not cater to mobile users, and they should. If your ads are not mobile-friendly, you can be assured that users will not engage with them.
Another important aspect of mobile advertising is social media. Numerous people access their social media accounts on their mobile device, and there is potential to reach new customers in exciting ways. What makes social media crucial to mobile advertising is the fact that each one has their own system for displaying ads. If you learn how it works, you can drive traffic to your business.
|No comments||This entry was posted by EIC Social Media Team on October 19, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Over the years, ad-blocking software has become the bane of all digital advertisers. This year, at least 72 million Americans have used ad blockers. The software has resulted in a $20 billion loss for the ad industry. So, what is the solution to this epidemic? You have to find a way to reach the people who are blocking your ads.
The People Using Ad-Blocking Software
The first thing you have to understand is why people use ad-blocking software in the first place. In the digital age, people are bombarded with advertisement. They appear on transportation, billboards, on our phones, mobile gaming apps, and many other places. It is almost impossible to avoid seeing an advertisement in your daily life. Using this software gives users that ability to have one place where ads do not interrupt them from browsing a website.
What Can You Do?
A lot of the responsibility falls on the media outlet. After all, if ads are being blocked on their website, they lose advertisers and make less money. So, both you and the media outlet should work together to find a solution. They want to get paid and you want more people to see your ads.
The best strategy you can implement is transparency. It goes a long way in advertising. A lot of users are smart, and will understand that advertisements are a website’s main source of revenue. Remind them that ads help a website stay operational. If they like content a website produces, then they might be more willing to remove the software.
It is also important to find a way to detect ad-blocking software. There are services that can detect how often ads are being blocked. You can implement better strategies by seeing what users like. From there, you can target users with better solutions.
Some users may pay for a chance to access more of your website and browse its content ad-free. Others may be more inclined to turn off their ad blocker if you give them a discount on the services you offer. Either way, learn from your users’ actions in order to avoid ad-blocking software.
|No comments||This entry was posted by EIC Social Media Team on October 12, 2016 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
It can’t be denied that social media advertising has had a tremendous effect on the marketing industry as a whole. What is it about social that is really changing the game? Here are a few things that social media has affected that cannot be ignored.
Social Media Advertising Has Explosive Reach
Brands can expand their reach beyond what any other form of marketing has ever allowed before. It’s the ultimate in word-of-mouth marketing. Before, one customer told two friends, who each told two friends, and so on. Now everyone advocates your brand to hundreds or even thousands of people at a time simply by following your account, liking a post, or resharing your content.
Facebook allows you to target gender and age with 90% accuracy. Networks that are cookie-based provide 54% accuracy, according to a Nielsen study. Not only can your social campaigns be targeted, but you can also be more confident in that targeting.
Which would you rather pay for, impressions or viewable impressions? The answer is obvious. If it is not visible, the user is not clicking. Social media adverting gives us the advantage of metrics on viewable impressions, which results in a better return.
Better Cross-Device Options
Social media is accessible on a desktop, laptop, or mobile device. Mobile versions of the platforms, as well as apps, exist. This gives you a wider opportunity for cross-device advertising. Plus, you can track behavior better since the user will provide the same login credentials on every device. This information allows you know where your customer is most likely to come in contact with your content.
When people use social media, they generally voluntarily share personal information. You can now see ages, gender, education levels, and additional contact information, without having to ask for it, via an ID that provides users the privacy they want and marketers the information we need. As a result, we can find our target audience more efficiently.
These are just some of the reasons that we see a universal shift to social media marketing. Are you onboard yet?
|No comments||This entry was posted by EIC Social Media Team on October 5, 2016 at 11:00 am, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Consumer behavior, more than anything else, really drives the digital marketing industry. Especially in the digital age, consumers are far more vocal about the way that they want to be advertised to, and many will not take no for an answer. Because of this, the marketing world has become more creative with how to display ads. Here are a few new ad formats that you may not have tried out yet.
Ad Formats: Vertical Snapchat Ads
It’s tough to talk about the most modern ad formats without mentioning Snapchat. One of the latest offerings from this ultra-hot platform is the 3V ad. Vertical video views are what those 3 Vs represent. While users hate intrusive ads, the 3V format is a little more palatable. It gives you the opportunity to display a full screen vertical ad, and while the idea that it lasts only 24 hours may make you cringe at the price tag, you might decide that targeting consumers the way they want to be marketed to is worth it, especially Millennials—who are now the largest market.
Ad Formats: Unskippable YouTube Ads
While the word unskippable may be upsetting to the average YouTube user, the fact is that these ads are only 6 seconds long. Can you get your message across that quickly? Look how successful the Vine app has become in allowing people to create 6-second videos. This is a great way to improve reach since people watch billions of hours of video per day. Some of that time should be spent viewing your ads in their completed state, even if that means cutting them back to 6 seconds.
Ad Formats: Paid Play Ads
Google is all about selling the top search result to the highest bidder, so it only makes sense that they now have paid search results on the Google Play app. This is a great way to target particularly Android users in a mobile setting. Especially, Android developers who want an app to stand out among the other 2 million apps, need to think about this option.
Those are just three of latest advertising innovations. As consumer behaviors change, we can no doubt look forward to more ad formats in the future.
|No comments||This entry was posted by EIC Social Media Team on September 28, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
A marketing agency needs to have the trust of brands they work with. That’s tough to do in the modern business world where companies are used to everyone being out for themselves. So how can you make sure that the brands you deal with day in and day out know you are in their corner? Here are 5 secrets to gaining trust in marketing.
Be a Brand Advocate
Do you want to convince a brand that you are behind them 100%? Be a brand advocate. Take every opportunity to praise the partnership, and show that you really understand and believe in the values and mission of the companies you support.
Put the Team First
Rather than making an effort to prove to the brands you work with that you are a marketing genius, bring your team and theirs together, and show that you are happy to share the limelight. When a brand knows that you’re not out for personal glory, that makes trust come easier.
Be Willing to Make Sacrifices
Do you want to prove to the client that you are putting their company first? Sometimes it means doing what is best for your client, even ahead of your own interests. While such an action may not be advantageous to you in the short term, the long-term benefits of proving your loyalty are worth it.
Honesty — The Best Policy to Gaining Trust in Marketing
Always be upfront and honest with the client. If at the end of the day, you have followed through on your promises, you are now in a very small group of people who actually live up to their word. People want to work with companies that deliver and are always reliable.
Help Clients Stay Ahead
You probably see most brands spending their time putting out fires. In part, this comes from a lack of communication. Help your clients stay ahead of issues by communicating well. If you think a factor hasn’t been considered, present the idea before just agreeing to do things the way the client asks, getting paid, and then telling them later that there was a better way.
When an agency follows these 5 steps, clients know where they stand, and gaining trust in marketing leads to long-term business relationships.
|No comments||This entry was posted by EIC Social Media Team on September 21, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
In the marketing world, everything comes with a cost, and that includes your email subscribers. It’s easy to dismiss the costs of getting someone to opt-in to receive emails because the cost is usually already paid or covered by someone else.
At the same time, we always want to get a good return on the investments we make. If you don’t know what a subscriber costs you, and you don’t understand the lifetime value of that subscriber, then how do you know if your subscriber efforts are worth it?
How Are Your Email Subscribers Acquired?
There’s another important factor that goes into the equation to determine whether or not your email subscription efforts are panning out. You have to break email subscribers down into categories by how they were acquired. After all, you may find great success getting high-value subscribers on your website—even though there may be a higher cost involved—whereas asking someone for an email address when they make an in-store purchase really costs you very little, but it may also provide customers that are of little value, and who like to only shop in-store anyway.
Therefore, it is important to determine the value of subscribers from each point where you meet them and ask them to opt-in. Then you may determine to focus your efforts on methods that produce more valuable subscribers, even if those methods are slightly more costly. After all, what is 20% extra in costs for customers that have double the value?
Increasing Value Through Email Content
Then, of course, you need to make sure the emails themselves increase the value of the subscribers. Personalized content, emails with links to video content (which have a higher CTR and conversion rate), and properly timed and carefully crafted email campaigns, can all help to boost individual consumer value. If the quality of your email campaigns are not what they should be, then the value of your email subscribers are decreased, and it doesn’t matter how you found them.
In the end, marketing still as to be about creating value, finding where that profitability is, and focusing efforts on improving what is working.
|No comments||This entry was posted by EIC Social Media Team on September 14, 2016 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If you are operating an e-commerce site, you know how competitive the industry is. One thing that is vital to every one of those sites is an on-site search feature. This allows customers to search for exactly what they want without having to browse. Some customers may even leave if they can’t quickly search for and find a product. Here are a few more reasons that the function of your on-site search is so important to e-commerce success.
E-Commerce Success Tip #1: Intent to Buy
Many people wander onto e-commerce sites simply to window shop. However, when a person uses an on-site search, it is a signal that he or she is ready to purchase a specific product. In fact, research points to 50% better conversion rates when a guest on an e-commerce site uses the search bar.
E-Commerce Success Tip #2: People Like Simplicity
The fact is that if it is too tough to find the right product on your site, a consumer has plenty of other easy shopping solutions available. Because of this, you need to be sure that your search is accurate and provides enough options for the consumer to find what he or she wants the first time. Of course, you can’t make the search so complicated no one wants to use it in the first place. Thus a balance must be found.
E-Commerce Success Tip #3:Search Results Options
You may set your search to provide the best match or most popular selections, but you should give your guest more options. What if this particular consumer is on a bargain hunt? You need to allow for the results to be sorted by price. What if the consumer wants only the latest and best products? It may be a good idea to allow for sorting by the date the item became available or by the ratings of other customers.
In the end, your search results need to help a consumer to quickly find the desired product. It needs to be an intuitive process so that even a first-time guest can search effectively. And you want to be sure that there are always results, even if the consumer searches for a very specific product that you don’t sell. Be sure to provide alternatives. Search results can make or break a sale.
|No comments||This entry was posted by EIC Social Media Team on September 7, 2016 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Content personalization is a vital part of digital marketing. Consumers expect it to one degree or another. However, what your particular customers want from personalization could be very different from consumers looking for something in another industry. That means you need to understand the right way to provide content personalization for your audience.
Going by Demographics
Demographics are probably the most common way to personalize content, even though it may not be the most effective. Basically, we take a group, let’s say Millennials, and then make generalizations like, “They are always on their phones.” So the way we personalize content for this group is to market to them on mobile devices. Remember that recent surveys show nearly three-quarters of people who shop online get upset when they are suggested products that are not actually relevant. So be careful about overgeneralizing because it leads to alienating at least part of your audience.
Email Marketing Needs Content Personalization
What is the difference between spam email and an email marketing campaign that puts the individual customer’s name in the subject line and first sentence of every email? Nothing — at least not in the consumer’s mind. Email marketing is great, but it has to contain real personalization, like recommendations based on search history, previous purchases, item left in the cart, etc. Research shows a 41 percent increase in CTR for personalized emails.
This is where you really get down to genuine personalization. When you observe what a user is looking at on your site, what results in an interaction, what sales have been made, what has been saved for later, then you get a real idea of what that one consumer in particular likes. Take a page from Amazon’s playbook. You shop for a product. They suggest two more that go with it. You make a purchase. You get a list of suggestions for next time. You add something to the cart, but don’t buy it. You get an email when it goes on sale, and the email also contains some other suggestions in case that wasn’t exactly what you were looking for.
Content Personalization in digital marketing needs to actually live up to its name, and be more personal, rather than the generalizations of using demographics.
|No comments||This entry was posted by EIC Social Media Team on August 31, 2016 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
At this point, the fact that the world is mobile-driven is difficult to deny. Mobile-ad spending increases exponentially from year to year, and with valid reason. Projections for the next four years have mobile e-commerce spending at 45% of the market. Is it too late if your brand doesn’t already focus on a mobile approach? Not if you follow these 4 steps.
Entering the Mobile Channel
The first thing to take a look at when getting into mobile is optimization. Is your website optimized for mobile? Are your ads optimized for display on devices, screen sizes, and resolutions of all kinds? This will allow you to focus on things such as media buying in the proper place. You can’t get into mobile and not be optimized for it.
Now it is time to find out what your target audience is doing on mobile so that you can put your ads in the right places. That could mean social media, specific apps, or even SMS marketing. Do you know the mobile behavior of your consumers?
Mobile Approach to Targeting Locally
Mobile searches are very often focused on the location of the person performing the search. That means marketing for mobile users is often about catching them in the right place. Targeting your ads to localized areas is a great way to reach the primary mobile audience. Contacting consumers at the right time and the right place is the recipe for conversion.
Leverage the Data
One of the best features about mobile campaigns is the ability to see measurable results. Use those results to your advantage. Focus on the types of campaigns that are working for you. Reexamine campaigns that are not performing as expected in order to discover what went wrong.
If your business is not already taking the mobile approach to advertising, you’re behind. However, that doesn’t mean you should sprint in without knowing what you are doing. That’s the equivalent of throwing away your precious ad dollars. Following the steps above can help you ease into the world of mobile advertising in a way that gives your campaigns value from day one.
|No comments||This entry was posted by EIC Social Media Team on August 24, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|