Archive for August, 2015
When it comes to choosing a company to perform a service, many consumers pay attention to certifications. Corporations and long-established businesses have them. Small companies (SMBs) and new startups need them to compete. Getting certified, or having certified employees, is a vital part of customer acquisition even in the digital business world.
Does Anyone Really Pay Attention to Certifications?
Yes! In fact, LinkedIn considers certifications as 7% of a person’s profile. Certifications build trust in your business in a world where such confidence is sorely lacking for consumers. Combining certifications with the proper liability insurance is a recipe for showing the community that your business is legit and here to stay. Keep this in the forefront of your marketing campaigns.
Displaying Your Certification
Your website should advertise that your business, especially if it’s a digital business, is certified. It should play a role both in digital and print marketing campaigns. You may want your blog to discuss the importance of hiring someone certified to perform the sort of services your company is offering. Your social media sites should also display your certifications.
Keep Up to Date
In many industries, certifications must be renewed from time to time. You cannot advertise your business as being certified unless the certification is current, so be sure to stay up to date. If your business or employees do not currently have certifications that you know your competitors have, recognize that this puts you at a disadvantage when it comes to marketing your business as the best option for consumers.
The Role of the Internet and Social Media
Online reviews are often the lifeblood of a small business. One bad review can spell disaster. Being able to display the proper certifications can fight against the effects of that one disgruntled customer who just could not be pleased by anything. This is yet another reason you want to be able to highlight for your consumers that you have certification proving that you are on the cutting edge of industry standards, especially for a digital business. If that wasn’t good enough for someone, it is not your company’s fault.
|No comments||This entry was posted by EIC Social Media Team on August 27, 2015 at 5:16 pm, and is filed under Business Tech. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Brand development has been one of the most vital forms of customer engagement for several years, and its value is only growing in our modern marketplace. Content is now your brand’s number one opportunity to improve brand perception and interact with your customers on a personal level. With that in mind, how can you manage your brand’s content so as to create the greatest impact?
First of all, ensure that any material leaving your company and being passed onto the public is in harmony with the values that you want associated with your business. Consumers appreciate consistency.
Second, be sure that you are engaging the interest of consumers. Your content should resonate with individuals in every part of the sales pipeline, whether they are just becoming aware of your brand or have recently made a purchase.
Finally, your content should have a goal as its objective. That goal should be in harmony with the company’s objectives, whether that be customer acquisition and retention, increase in sales, or a mix.
So how does brand development build content that meets those three needs?
It is vital that you know your target audience well. Give them what they want. You also need to engage your consumers in any place that they are. That means content for desktops, mobile devices, and across social media platforms. Make sure that your content is being delivered consistently. Make a workable schedule and deliver on time so that your consumers know when to return for the latest content. Be sure to analyze how people are responding to the content that you deliver, and make adjustments accordingly. Further campaigns that are doing well, and revamp ones that consumers seem less interested in.
By improving the experience of your customers every time that they come in contact with your brand, you will be developing a perception that fosters loyalty.
|No comments||This entry was posted by EIC Social Media Team on August 20, 2015 at 4:30 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Tracking ROI is sometimes difficult when it comes to more abstract marketing methods such as SEO. Sure, you can tell how much traffic to the site has increased, but what has your SEO campaign meant in dollars and cents? After all, you no doubt have had expenses in connection with developing and implementing an SEO strategy. Here are some tips to help you determine your ROI.
To begin, you need to figure out how much your SEO is costing the company. To determine this, try to figure out a monthly amount. Remember the cost of in-house and outsourced efforts. For example, you may hire a freelance content writer but have an employee posting the content. Make sure you include all of the variables. Of course, it is easiest to determine this number if you just outsource everything to an SEO consulting firm or have one in-house department taking care of it.
The next thing to take note of is conversion rate. Do not just consider how many more visitors your site is getting. How many of those new guests actually become customers? Then you need to determine how much those conversions mean in a dollar figure. It is easy if you simply sell one product or service at a set cost. Determining this number may be a little more complicated if every customer has a unique order. In that case, an average figure is ideal.
Google Analytics can help you to determine how many of your site visits are organic. This number changes every month, so do not think you can just estimate. You need to know exactly how many of your visitors are being brought in by your SEO content as opposed to other forms of marketing for the website.
Now all you have to do is determine the total income—thanks to conversion by organic traffic. Compare that to your expenditures on SEO. This will let you know whether or not your SEO efforts have been worth it. Don’t give up if your ROI is not where it is supposed to be. You may just need to make some small adjustments to your SEO tactics.
|No comments||This entry was posted by EIC Social Media Team on August 13, 2015 at 4:30 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The world is a much more difficult place for digital marketers than it once was. In the golden age of marketing, TV spots told consumers what they wanted to own and what to believe, and the public just ate it up. Now, people are skeptical of everything. They want to decide for themselves what their desires are, and no one even wants to have an ad interrupt them during TV time, whether it is on the big screen or a mobile one. Now the question is: How do you brand in a world that doesn’t want to hear about what your company does or how they do it?
The change is a small but significant one. In the past, marketers would interrupt consumers to let them know about a great new product that they absolutely had to have. Today, we need to make consumers feel empowered. We need to give them a choice about what ads to view. We need to spoon feed them what they want (which means knowing what your audience wants). And we need to do it all without pulling them out of the immersion of their experience.
The fact is that by showing your consumers the benefits of your product without making them feel interrupted, you create “free” advertising. Bring consumers in with engaging content and let them tell all of their “friends” across social media. Yes, word-of-mouth (or maybe word-of-retweet/repost/like/favorite) has turned consumers into spokespersons.
Instead of working hard at developing ways to share your product with as many people as possible, focus on a select group who will appreciate the product and be moved to encourage others to use it. Your content will be what attracts people to your brand and drives them to share it with others on a grander scale than was ever possible. Maybe this is the golden age of digital marketing after all.
|No comments||This entry was posted by EIC Social Media Team on August 6, 2015 at 4:30 pm, and is filed under Branding, Content. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|