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.|
Football teams spend all week reviewing the tapes from an opponent’s recent games to find weaknesses and look for ways to win. You need to be that competitive to survive in the modern business world. Of course, businesses don’t release videos of their most-recent brainstorming session, and corporate espionage is just wrong, so what are you to do? Here are a few ways to gather the right competitive intelligence.
Competitive Intelligence Tip #1: Check the Analytics
Some information about your competitors is public knowledge. Other information might be a little more difficult to get ahold of, and businesses try to keep analytics on that list. However, if you get to look at some of the numbers, important things to look at include:
Competitive Intelligence Tip #2: Look for New Products
You can’t stay ahead of a competitor without knowing what their latest offering is. As new products are released, keep yourself up to date and see what you can do to one-up the competition. Sometimes it is all about adding a new feature or two that a competitor doesn’t have as the reason for releasing a product a little later.
Competitive Intelligence Tip #3: Watch Promotions
It is as easy as joining a free mailing list. Now you have access to every sale or promotion a competitor runs. Run better sales at the same time, similar sales when your opponent is between sales, or try to anticipate the next promotion based on recent history—and then get ahead of the game.
Competitive Intelligence Tip #4: Watch the News
You can set a Google alert for any news on your main competitors. If anything negative happens that you can capitalize on, you will be ready to do so at a moment’s notice. If a competitor does something game changing, you can react immediately, even if that means heading back to the drawing board.
The fact is that your competition is probably seeking intelligence on your company. If you are not playing the game as well, you are far more likely to lose. Hopefully, you now have what you need to get some competitive intelligence started up if this was not already something you do.
|No comments||This entry was posted by EIC Social Media Team on August 17, 2016 at 11:00 am, and is filed under Dating Mining, Internet Research. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
When you check your site rankings, they are the best they have ever been. Your traffic is showing it as well with your pages getting the most hits they have ever received. There’s just one problem. You’re not selling any more than you were before. What’s wrong? This is what happens when SEO tactics are focused on traffic instead of conversions.
The Mistake Marketers Often Make
The problem is that we often see traffic as the goal of SEO, and forget that traffic has value only when site visitors take action. Could part of the problem be content? Sure. But if the site content was already performing okay, and increased traffic doesn’t lead to more conversions, then the quality of the traffic is most likely the issue. So how do you focus your SEO efforts on the right kind of traffic?
Keyword Selection Is the Key to SEO Conversions
One of the reasons marketers may fail to convert with SEO efforts is that they are targeting short-tail and highly competitive keywords. These may be keywords that are very relevant to the industry, but are still very vague. For example, a window cleaning company may focus on keywords like “window cleaner” or “window cleaning.” But every window cleaning service in the country is fighting over those keywords. Winning that battle may not even gain you a customer. What if you wash windows in Saint Louis, but the search engine user lives in LA? That’s not going to result in a conversion.
This is where long-tail keywords come into play. If that same company uses the keywords “window cleaning service in Saint Louis” or “Saint Louis window cleaners,” now the traffic is not only less competitive, but also is targeted toward people in the right area for a sale.
Making the Change from Short- to Long-Tail Keywords
As you can see, your short-tail keywords become the basis for the long-tail ones. Think of those general and competitive terms as the main heading. You’re going to target the subheadings. You’re still on the same topic but getting more specific. Don’t forget to add things like location if you provide a location-based service.
|No comments||This entry was posted by EIC Social Media Team on August 10, 2016 at 11:00 am, and is filed under SEO. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If there is one target audience that doesn’t get marketed to enough, it’s the existing customer. After all, he already likes your product or service enough to have made a purchase. Why is this person not at the top of the list for future digital campaigns? Sometimes it’s just because we need to be pointed in the right direction. Here are a few tips for upselling digitally.
Upselling Complimentary Items to Regular Customers
A good place to see this tactic in action is at a bar. The bartender may put a glass upside down in front of a customer to let him know he has a free drink coming. This may keep someone in the bar longer, and also result in more paid drinks. How can you do this with your business? Start a rewards program. For example, a restaurant may offer a free entrée for every X number of visits. A salon may offer a free haircut after a particular amount spent. A clothing store may offer a coupon with a discount percent based on the total purchases made in a three-month period. There are all sorts of ways to upsell to a customer simply by saying, “We’re going to give a little back.”
Recommended Relevant Products
This is an aspect of upselling where Amazon puts almost every other company on the planet to shame, and look at what it has done for the online superstore — and the idea is simple. Every time a consumer makes a purchase, adds something to the cart, performs a search, or looks at a product, you gain valuable data on what the person wants or needs right now (or perhaps in the near future). Then it becomes all about leveraging that data to recommend other products a customer may want, and especially to market new products that could be relevant to a customer’s interests.
Create Value for the Consumer
Obviously, the point of upselling is to make more money, but what if you could also leave the consumer happier? That’s a win-win. Be sure to offer products that will enhance other things a customer purchased. If someone buys a TV, offer an HDMI cable, a Blu-Ray player, or a high-end universal remote. If the consumer buys the remote, suggest some batteries.
By upselling to your customers, you make more money and provide good service at the same time—a recipe for marketing success.
|No comments||This entry was posted by EIC Social Media Team on August 3, 2016 at 11:00 am, and is filed under Online Sales, Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Social media is constantly becoming more business-friendly. Social advertising efforts seem to be springing up from just about every service. Here are some of the most recent ad updates from some of the most popular platforms so you can make sure that you haven’t missed a new offering that is critical to your brand.
Facebook Ad Updates
Facebook is constantly adding updates and staying in the forefront of social advertising, so we can’t address every update in this article, but these are a few important ones. First of all, Facebook’s lead generation suite has added video. Video is also now a part of the Atlas platform, and the Your Business Story tool that lets you share the tale of how your brand came to be. In short, Facebook loves video.
Instagram’s New Offerings
Owned by Facebook, Instagram is never far behind in the social advertising revolution. Some upcoming features for Instagram will include business profiles, more analytics for a brand’s posts (without having to pay for a sponsored post), and mobile access to Instagram ad purchases.
Twitter’s Efforts to Keep Up
Twitter may be struggling, but it’s still a huge player in social media. Maybe some of these updates will help the giant to recover a little. The first big change is an update to the news feed algorithm. Twitter is also trying to team up with Google. They even plan to offer some better services, like direct-response ads and improved metrics.
Other Social Platforms
LinkedIn continues to set precedents in B2B marketing. Sponsored ads are the method of choice, along with sponsoring posts from company pages.
Pinterest is making it easier to target the right audience by increasing the number of interests and keywords that an ad can target.
Finally, Snapchat—which technically isn’t social media as much as it is instant messaging—has teamed up with Nielsen to improve both sponsored ads and how audiences are measured. This may add some legitimacy to their ad services, as currently Snapchat is not considered a long-term marketing solution by most companies.
|No comments||This entry was posted by EIC Social Media Team on July 27, 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.|
It is easy for everyone to agree that the number one player in e-commerce is Amazon. They figured it out and ran with it. They developed the concept of an online store that literally sells just about everything. And yet they don’t make that concept seem too overwhelming, even for a customer who wants to buy only some Styrofoam cups and a package of stirrers for the break room at the office.
What is Amazon’s secret? Personalization that leads to solid product recommendations.
So how can your e-commerce site follow suit? Here are 3 simple rules about personalization for an e-commerce site.
1) Know Your E-Commerce Platforms
Plenty of technology is available today for online stores when it comes to personalizing your site for consumers. Getting to know the different management platforms can help you see which ones provide the specific user experience that you want customers to have on your site. The key is to be willing to invest the time to go over each platform and its features so that you make the right selection the first time.
2) Know Your Customers
Don’t forget that the client who prefers your site to a giant like Amazon does so for a reason. So you don’t need to provide the exact same experience that Amazon does. Instead, with your specific industry in mind, focus on providing a better experience than your direct competitors—since most online stores do not have the diverse product list of a site like Amazon.
3) Know Your Boundaries
There’s a fine line between recommending a good product to go along with what is already in a person’s shopping cart, and sounding like a drive-thru employee asking everyone, “Would you like fries with that?” Making recommendations should feel like a natural part of the shopping and checkout process. However, it is possible to go too far and infringe on a consumer’s privacy. For example, some expectant mothers were surprised to get maternity coupons from Target due to a campaign that was based on the shopping behavior of customers. Keep suggestions helpful without scaring off consumers.
|No comments||This entry was posted by EIC Social Media Team on July 20, 2016 at 11:00 am, and is filed under Online Personalization. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Businesses are seeing the importance of getting on the good side of industry influencers as a marketing tactic. Benefits include, but are not limited to, achieving business goals and improving brand perception. Engaging with influencers can boost everything from subscriptions to installs.
How important are influencers to the success of your app?
What Makes Someone an Influencer?
The simplest version: an influencer is a person who exerts a great deal of influence in an industry. This can simply be from the sheer number of followers the individual has on social media—assuming those followers are actually relevant to the industry and not just random people.
Burst Campaign Vs. Influencer Activity
Burst campaigns involve using low-quality content to engage as many people as possible for as little overhead as possible. While this may produce some results through sheer volume, it certainly does not improve brand perception.
On the other hand, the activity of influencers on social media has been able to provide businesses with the same degree of benefits, but with the added benefit of a positive light being cast on the brand. There’s really no way to compare the benefits of a burst campaign to how much good an influencer can do for your brand.
How Influencers Affect Lifetime Value of Customers
You also have to recognize the effect on the individuals who become a customer as a result. When a person is reached by some mass marketing campaign, the lifetime value of this individual is only one-half to one-third that of a user who installs your app organically. People trust influencers every bit as much as they would a trusted friend, which means better engagement. Metrics show that they can drive installs and improve the value of your users.
Platform Is Key to Influencer Selection
Remember, some influencers hold sway only in a certain domain. A vlogger may rule YouTube but have limited influence on other platforms such as Twitter or Instagram. Be sure to wisely choose the influencers you seek endorsement from so that the audience who learns about your app includes the people who will use it most.
|No comments||This entry was posted by EIC Social Media Team on July 13, 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.|
Most of us agree that using banner ads as a form of digital advertising is a very flawed system. However, there are solid reasons this form of advertising has become entrenched and is not going away anytime soon. Let’s consider a few of these reasons.
They Get the Job Done
Before you cry foul on this statement, it’s important to look at the research. Banners show an increase in meaningful KPIs. Everything from brand awareness to purchases its improved. Be aware that these statistics refer only to viewable banners. Running into a problem with banners that are not viewable is just one of the many issues with banner ads on the whole.
Do You Have a Better Idea?
This is one of the problems in breaking away from banners. Digital marketing campaign values can fluctuate as much as the stock market, but the value of banners seems to stay relatively the same. Since we haven’t come up with anything else that is so consistent, it’s tough to kick the banner habit.
Banner Ads Have Been a Part of Digital Marketing From Day One
There’s really no way to predict what technologies will take hold while others fade into obscurity. We’ve seen the battle time and time again with things like Beta vs. VHS and HD-DVD vs. Blu-Ray. You never know which tech will win, and sometimes the reason for one rising above might not even be clear years later. This is basically the story of banner ads. They arrived before any other form of digital marketing, and that has given this form of advertising a foothold that has stood the test of time in an ever-changing industry, regardless of the flaws.
Marketers have to count every penny budgeted to digital advertising, and banners can be at a lower price than many other marketing avenues. When it comes to non-media spending, it quickly becomes easy to make a case for continuing the use of banners.
Is the banner a great way to advertise in the modern digital world? Probably not, but do you see anything else replacing it anytime soon?
|No comments||This entry was posted by EIC Social Media Team on July 6, 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.|
The scope of content marketing is continuing to grow from year to year. The amount of content being created and posted every day is astonishing. The adage that content is king is not going away anytime soon.
The Content Marketing Facts You Need to Know
However, a few things about this form of marketing may surprise you. Here are 5:
- Quality Is Hard to Come By – The more we do content marketing, the more we see the importance of quality content. One survey revealed that unfortunately today 63% of companies feel like quality is their primary challenge. It’s amazing that brands continue to find it difficult to produce quality content.
- The Top Content Mediums Are Blogs and Social – We’re constantly trying to come up with new ways to deliver content, but blogs and social media content still rise to the top, especially when to come to B2B marketing. Maybe 2016 will be the year we find something better, but blogging is a solid way to boost SEO and to position your brand as an authority. Plus, it gives you something to post or link to on social.
- Content and Business Goals Don’t Match Up – Surveys show that the number one goal for most businesses is branding, but only 4 in 10 responders listed branding as the top priority for content marketing. If a company’s goal is branding, and content marketing is the number one way to communicate with consumers, why is branding not the primary content objective?
- Content Is Being Developed In-House – Why do 1 in 3 marketing departments continue to do their own content development and editing? Maybe it’s because there are so many bad content companies and freelancers out there. The key is finding the right source for content.
- Tech Options Are Unsatisfactory – Most marketers still feel that available tech options are not keeping up sufficiently. For example, automation software and social listening tech fail to live up to the expectations of many marketers.
If your brand is dealing with some of these issues, at least you know now that you are not alone.
|No comments||This entry was posted by EIC Social Media Team on June 29, 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.|
With more than 400 million active users, Facebook’s little sister is becoming one of the primary social media platforms in its own right. It’s been a couple of years now since Instagram introduced ads, and a lot of changes have been made since then, especially recently. Let’s look at some of the most important new factors about Instagram’s growth.
Instagram’s Growth Projections
The growth of social media in 2016 is estimated at about 3%. However, for Instagram’s growth, that estimate is 15%. More than 1/3 of smartphone users are active on this social media platform. For Millennials, the demographic that all marketers are fighting for right now, the figure is even higher. It is expected that within 3 years, 2/3 of Millennials will be actively using Instagram.
Instagram Produces Engagement
The speed at which Instagram is growing isn’t the only reason it is an important social media platform for marketing. It also creates more user engagement than other sites. In fact, even after a slight decrease in engagement recently, Instagram still offers double the interactions of a Facebook post and 10 times the engagement of a tweet.
Marketing on Instagram
Instagram has a number of new features for marketers to take advantage of. Consider the following:
- 60-Second Videos – This is a huge upgrade from the 15-second videos that were allowed previously. With videos auto-playing and auto-looping, you have the opportunity to mount tons of views, and end up on the explore page of thousands of potential customers.
- Image Carousels – This is a great way to add multiple images to an ad and tell a story in pictures instead of video. The user has the ability to swipe from one image to the next, giving your ad the feel of a glossy magazine.
- Landscape Ads – Now that the social media platform allows vertical and horizontal images to complement square images, you don’t necessarily have to crop photos for your ads.
You can also look forward to some future updates, including:
- Business Profiles – Facebook and LinkedIn offer company pages, and Instagram isn’t far behind.
- More Performance Data – We’re already seeing a number count on how many video views— and not just likes. Expect more metrics in the future, and not only for your sponsored content.
- Mobile Ad Buying – You won’t even have to sit down at your desk to buy ad space.
There are some exciting marketing opportunities behind Instagram’s growth. Look for these updates and more to improve your Instagram marketing experience.
|No comments||This entry was posted by EIC Social Media Team on June 22, 2016 at 11:00 am, and is filed under Smartphones and Apps. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|