Archive for August, 2016
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.|
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.|