EIC Social Media Team
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Staying on track of the latest SEO trends is more important than ever. For those unaware, here is a brief definition of SEO for you. Short for search engine optimization, SEO is how marketers get content seen by as many people as possible. They use specific keywords to make sure a search engine like Google puts their content on the front page.
Marketers need to constantly be ahead of the curve with SEO. Because it’s all about staying on page one of Google. The problem here is that what you got on page one yesterday will not work next week. So, this is a part of marketing that is always in motion.
If you’re still tinkering around with your 2017 strategy for SEO, that isn’t necessarily a bad thing. Constant adjustment is necessary for SEO. But inconsistency confuses Google. As a result, your content could get bumped off page one. Perish the thought.
As SEO becomes more complex, it’s necessary for marketers to stay ahead of the curve. Search engines repeatedly change requirements. And if you don’t adjust, you’ll be left in the dust. 2017 looks to be more of the same on this end. Change is the only constant in SEO.
Because of this, here are a few possible trends that you should look out for this year.
SEO Trends for 2017
- Perfect Your Keywords – Search engines are smart at sniffing out somebody overusing their keywords. And having an original one in the first place will benefit you. There is software available for you to check how common your keyword is. It also lets you know how competitive visibility for it is. Research like this will help you make sure your keyword is as strong as possible.
- Personalize Your Brand – By having an established personal brand, you have more flexibility. Personal brands have more trust from their audience than a company. This is why they able to do guest blog posts more frequently. And social media is becoming smarter about promoting an individual’s post over a company’s. By reaching out to a personal brand, companies can earn traffic from their influence.
- Eat, Sleep, and Breathe Mobile – We’ve mentioned before how important mobile marketing strategy is. That’s not going to change. Find innovative ways to reach users on their phones. You have to. This is what the next 4 years will be about, not just 2017.
|No comments||This entry was posted by EIC Social Media Team on February 8, 2017 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.|
Ever since Mobilegeddon, a mobile-friendly platform has become a necessary feature. Google is one of the biggest reasons for this. The search engine changed its algorithm to account for the change in how people search the internet. But some platforms are still lagging behind.
No marketing strategy should be without a mobile platform. Leaving phones out of the equation is a big blind spot. Customers use their phones too often for marketers to avoid mobile engagement. At this point, it would be ignoring the numbers. And that’s too much of a liability.
The Importance of Being Mobile-Friendly
Many believe mobile marketing to be an essential way for businesses to advertise. Half of all e-commerce traffic comes from a mobile device. That’s huge. Potential customers should not have a difficult time navigating your site. That could be easily avoided with an e-commerce ready to be browsed on by a smartphone.
The Mobile Effect on Content
A great deal of advertising content is now intended for mobile use. Marketers are no longer reshaping their content from the desktop version to fit on a mobile device. They are now designing it specifically for smartphones.
Studies show that people have been browsing the web on their phones more frequently. 56% of all digital content is seen from a smartphone. Social media is one of the most common ways people see new content. A strategy that does not account for both of those changes is a losing one.
Email Marketing on Mobile Devices
Most emails are opened on mobile devices. Desktops used to be the go-to spot to open emails. But over the past decade, there’s been a large shift to mobile. Roughly half of all email opens are now on smartphones. And almost 17% of them are opened on a tablet. Does your email marketing have a mobile-friendly design? Because that’s becoming a bigger problem as time goes on.
As you can see, a mobile-friendly approach will benefit many different facets of your marketing.
|No comments||This entry was posted by EIC Social Media Team on February 1, 2017 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.|
Having a strong digital ad budget helps marketers reach their target audience easier. This type of advertising has been proven to work. So, businesses increasing how much they spend on this platform will only work in their favor.
There’s no denying the effect of digital advertising. Businesses love it because they’re able to speak more directly with the customer. It also has a higher return on investment on average. But each country handles digital advertising their own way. A difference in culture has a lot to do with this. As well as economic means.
Below is a roundup of the countries with the biggest digital ad budget. Factors such as population, total spending, and percentage of the overall budget are taken into account. This should give you a better perspective on how businesses around the world are thinking.
Countries With the Biggest Digital Ad Budget
- The UK – Half of all the UK’s ad spend is in the digital market. That number is predicted to in the upcoming years. By 2019, experts predict it will be up to 57.8%. Per internet user, the UK spends $198. And in total, they spend $11.8 billion, which tops the rest of Europe by a mile.
- The US – In terms of overall advertising, America is undoubtedly the leader. Their advertising spending per person is at $567. And overall, that spending number is over $180 trillion. But the US is not as committed to digital advertising as other countries. More money is dedicated to TV than any other branch. Despite that, the amount of money spent on digital advertising is $68.82 billion.
- China – Unlike America’s strong ad budget for TV, China’s has dwindled these past few years. In 2014, China was spent a little over $20 billion on both digital and TV. Now, China’s digital advertising is at $50 billion. And TV has shrunk to $18 billion. This trend is expected to continue. By 2020, China’s digital ad budget might account for roughly 68% of their overall ad budget.
Several other countries have a smart digital advertising strategy. Norway, for instance, has a very high per-person digital ad budget. But these are the powerhouses. No other countries really come close to these three when every factor is considered.
|No comments||This entry was posted by EIC Social Media Team on January 25, 2017 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.|
Film promotion is a lucrative business. Big movie studios pay billions of dollars a year just to get people to pay $15 to see their movie. It’s confusing, it’s random, and it’s spread across a wide variety of platforms.
This can overwhelm both marketers and their desired audience. But when done right, it could help a movie become a box office hit. That’s the reason film promotion has reached all these platforms in the first place. Each customer gets wowed in different ways. And when one platform works, it really works. Who hasn’t been persuaded into seeing a movie by a particularly clever billboard or trailer?
The Difficulties of Movie Marketing
Be warned; this is not a science. You can run a by-the-books ad campaign filled with compelling ads and big stars who are engaging on all the big late night shows. The movie might still wind up being a flop. Hey, that’s why they call it Show Business and not Show Science. That’s how the saying goes, right?
This post isn’t intended to break any spirits out there. If anything, it’s meant to show any down-on-their-luck movie marketers out there that it’s okay. Failure happens in this business all the time.
Atypical Tips for Film Promotion
2+2 does not always equal 4 in this industry. Because of this, new ideas shouldn’t be shunned. Customers crave experience more than anything nowadays. And sometimes, they want more from a movie than just experiencing the movie itself.
That’s when you can expand the movie to other online entertainment platforms. Make a fun video game app if the movie’s action-packed enough. Or maybe go above and beyond with social media marketing. Give one of the lead characters a Twitter page that conveys their tone. The Twitter page helps because unlike a trailer, it shows people what to expect from the movie without giving any information away.
Like with any type of marketing, saturation has to be accounted for. So, the cross-platforms need to feel organic. Getting engaged with your target audience benefits the movie, though. They like feeling as though they’re part of a product’s success now. Giving a movie an identity that goes beyond the screen gives yours a leg up on the competition.
|No comments||This entry was posted by EIC Social Media Team on January 18, 2017 at 11:00 am, 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.|
To stand out among the cluttered crowd, any marketer could stand to take a few content marketing tips. It’s a no-brainer. Because if you’re a marketer, you already know the benefits of content marketing. It improves brand awareness, creates loyalty with customers, and it generates traffic in a cinch.
Marketers have seen how successful content marketing can be for their business. So now everybody’s doing it. As they should be. It’s a smart strategy that has proven to pay off.
But the industry is currently facing saturation and fatigue issues. Research shows that 70% of B2B marketers are creating more content than they were the year before. And 54% of them are having problems producing content that engages the reader.
Nobody wants to have a customer base frustrated by a glut of content. It’s even worse if they’re mad at the content not being good enough. So how do you avoid these issues? Here are a few content marketing tips that can help.
Content Marketing Tips
- Don’t Forget Who Your Audience Is – Depending on the situation, this could apply to a wide variety of different issues. Maybe the content has gotten too filled with insider jargon and you need to simplify it a bit. Or perhaps you haven’t reached out to your customers to see what questions they might have about the product. That’s a problem. Because not only are you keeping them uninformed, you’re also missing out on content that could potentially generate a lot of traffic.
- Repurpose Your Content – Remember that awesome article you wrote a few years back that got a lot of hits? Why not go back to it in a different way? Take the information from there and turn it into a graph. Quote the content on social media and then provide a link to it. You could even it in order to connect with a completely new audience.
- Use Social Media as a Gateway – Using social media to reach out to your customers directly is great for leading them to your content. But you have to know how to use each platform. Are you using relevant hashtags on Instagram? That improves outreach. What about Twitter, do put images in your tweets? Because tweets with images receive more clicks and ‘Likes’ than those without. Getting people to stop on these platforms for a second increases visibility and makes engagement all the more possible.
|No comments||This entry was posted by EIC Social Media Team on January 11, 2017 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.|
There are a lot of brands that exist in the travel industry. And a wide range of different niches has been created throughout. Online travel agencies and aggregators make booking a flight as easy as possible. Bloggers share their experiences that inspire their readers to explore like they do. And the airlines themselves make sure all of this is possible by getting their customers from point A to point B.
Overall, the travel industry is booming. According to Smart Insights, Sales have seen a 6% increase this year. But a big blind spot among within this industry seems to be how they approach digital marketing.
The Travel Industry Fails at Creating Brand Loyalty
For an industry that’s mastered e-commerce in such a profound way, the flaws of their digital marketing are confusing. Customers use the product, but they aren’t engaged and consequently have no brand loyalty. Additionally, the programs that reward customer loyalty have been in decline since 2012. The lack of brand loyalty even effects the most high-end airlines. Think With Google recently found that only 14% of leisure travelers book the airline that came to mind when they started their research.
A smarter digital marketing approach would improve brand loyalty. Companies that have a blogging presence see greater success. It’s a boon for generating site traffic. If more travel companies embrace blogging as a legitimate platform, they would see their loyalty rise.
What the Travel Industry Gets Wrong With Email Marketing
A recent study conducted by the IBM Marketing Cloud ranked different industries based on their email marketing. Of the 18 industries, travel was ranked 12th overall. Their unique open rate is only at 22.7%. IBM points to a high frequency of sending emails for this low percentage. Too many travel companies send multiple emails per day. This requires time to open and can be annoying for customers. Implementing a less invasive strategy would better keep a customer’s attention.
While the travel industry continues to grow, a savvier marketing plan needs to be put in place. Without one, the conundrum of increased sales growth despite porous brand loyalty will worsen.
|No comments||This entry was posted by EIC Social Media Team on January 4, 2017 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.|
If your brand is not using personalized marketing, you’re leaving money on the table. Customers want a more intimate approach on all platforms. They appreciate being given an experience that feels tailor-made for them.
Marketing calls for staying on message. However, explaining your message needs to be altered depending on the individual. Specifying this through a personalized email or web page helps extend your message to more people. If you do not use personalized marketing, get better acquainted with it.
What Data Does for Personalized Marketing
Customers continue looking for a better experience. They are willing to give up data in order to do so. Research from the “State of the Connected Consumer” shows that more than half of all customers surveyed would gladly give a trusted company more data. They would do so in order to get more custom discounts and recommendations that meet their needs.
Interestingly, customers are now accustomed to this type of marketing. They not only expect it but approve of companies sending personalized offers based on items they’ve already purchased. In fact, they get frustrated with content that has nothing to do with their interests.
What Marketers Think of Personalized Marketing
According to DynamicYield, 94% of in-house marketers believe website personalization is critical to current and future success. However, 72% say they don’t know how to do this. They either lack the technology or don’t know how to translate the data. Not knowing what to do with the data given to you kills a lot of potential revenue.
Are you using a customer’s first name when sending an email? Are you using purchase history to show your customer items they might like? How about paying attention to the time when your customer typically goes to your site? Take these questions into consideration. It’s all part of personalization. And it’s what makes customers actually pay attention to your emails.
The benefits of personalized marketing are just too good to avoid. Customers react positively to this strategy because it has their best interests in mind. Incorporating it into your customer outreach will strengthen your relationship with them.
|No comments||This entry was posted by EIC Social Media Team on December 28, 2016 at 11:00 am, and is filed under Marketing Data. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Video marketing remains the most effective aspect of a broader content plan. It continues getting recognition as a winning platform. All the major companies see video marketing as a surefire way to connect with consumers. The medium is engaging, and it seamlessly converts viewers into paying customers.
Many marketers, however, are missing out. They are still unsure how to navigate the landscape. Acknowledging a hot trend is good, but not being able to capitalize on it accomplishes nothing. Mishandling a business’ video marketing can be avoided. To help you get started, here are a few guidelines for you to follow.
The More Videos, the Better
The average company produces 11 videos a year. Large companies produce even more. Data such as this would suggest new video content should be generated roughly once a month. Content that’s great obviously takes time. But a steady volume is needed for a brand’s visibility to stay afloat.
Using Advanced Analytics to Track Growth Helps Your Video Marketing
According to study from VidYard, nearly a quarter of businesses who were asked say they do not know what their return on investment (ROI) is for marketing. This is directly linked to not using advanced analytics. Those who do use advanced analytics are twice as likely to say their ROI is better and will then increase their video budget.
Personalizing Content Might Be as Good as Going Viral
A viral video has the potential to put a company on the map. But there’s so much unpredictability in what will stick. More and more companies have started using personalized video content to get their message across. The personalized approach has improved the ROI for 58% of the companies that use them. This is an effective approach with far less risk to it than trying to produce a viral video.
Success in the video marketing department takes a lot of work. Companies need to produce good content at an efficient rate, do their homework and know their audience. If they are not able to do each of these things, they will inevitably fail.
|No comments||This entry was posted by EIC Social Media Team on December 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.|
A brand’s success online depends largely on how good their social marketing is. Companies continue their social outreach because of this. Engaging with customers through social marketing has been proven to work. 890 million people use Facebook every day. The potential for visibility is just too high to pass on. But there are pitfalls.
Social media can be used for businesses in a wide variety of ways. Whether it’s getting more eyes on a product with ads on Facebook, or gaining followers, a smartly organized online presence is very fruitful. In order for social marketing to work, however, tactfulness in engagement is necessary. The benefits of succeeding in this sector are too high to pass up on. Therefore, attention has to be paid to striking the right tone.
Stay on Topic With Social Marketing
What pays dividends in terms of reach is knowing how to best articulate a message. Each post needs to be relevant. Any deviation from the underlying theme can be jarring for a customer. And the target audience must also be considered.
Consider Length, Timing, and Volume
The average headline for a Facebook ad is 5 words. This means brevity works best in this world. It takes skill fitting a message into these requirements. But being concise pays off. And knowing the right time to post also helps convey said message. Peak times tend to range from 1 to 6PM.
Additionally, it’s important to not overuse social marketing. When a user posts too much, engagement drops. The same goes for any brand or company. A cap on daily posts varies depending on the social media platform being used. Twitter allows the most leeway here, and anything over 5 posts per day is not suggested.
To navigate the ins and outs of social marketing competently, brands and companies need to have a good strategy. If a social media account is not handled properly, then it squanders the potential to reach millions of customers.
|No comments||This entry was posted by EIC Social Media Team on December 14, 2016 at 11:00 am, 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 benefits to cross-promotion have been well documented by now. The approach saves time and money that creates exposure to a completely new audience. Partnerships of this kind are beneficial to companies, writers, and personalities alike. Furthering reach is a challenging feat for any of those entities to accomplish, help is sometimes needed. Think of it like when two superheroes join forces to save the world.
But before you go putting on your cross-promotion capes, fully assess how to get the most out of the partnership. In order to have the symbiosis needed to benefit both parties, a good amount of homework should be done.
Proper Incentive Is Necessary
Both parties in a cross-promotion partnership need to pull their own weight. This means that size should be comparable. If one company is considerably smaller than the other, it needs to have a good grasp on an enviable market that the bigger one doesn’t. Otherwise, it would be considered a waste of time for the bigger company to work with them.
Don’t Step Too Far Out of Your Comfort Zone With Cross-Promotion
Yes, cross-promotion is intended to outreach a base of customers who were otherwise not paying attention. But there still needs to be an overlap in identity and reputation. With the wrong partner that doesn’t fit your image, it could wind up being a waste of time. This is what needs careful consideration.
Those looking to cross-promote need to align themselves with an entity that speaks the same language, but to different people. It’s a worthwhile challenge to take on. Bloggers looking to write a guest post on another blog has to consider which one best curates like-minded writers. And YouTubers have to find other personalities with sensibilities similar to theirs. The same goes for companies.
Cross-promotion executed correctly doesn’t just open up roads, it creates them. Finding the right collaborator, however, is more challenging than you’d think. Choose wisely.
|No comments||This entry was posted by EIC Social Media Team on December 7, 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.|