With the emergence of digital, online, and mobile devices, the advertising world has dramatically changed over the years. However, the goal has not changed. Advertising campaigns will always be a means to sell different products and services. With that in mind, here are a few principles you should follow to create successful, engaging campaigns.
Research, Research, Research
You not only have to believe in what you are selling, but you also have to become intimate with the finer details of a product or service. Doing your research makes you confident about a specific project. It also helps you generate ideas. If you want to sell, then discover the strengths of your product. Finding out one small, interesting fact can be the driving force behind your campaign.
While you may believe in your product, customers are a completely different story. Some research is required to understand their wants and needs. More importantly, it is needed if you want some idea of how they are going to react to a product. Focus groups can help you with this task.
Having a test group grants you direct contact to your target audience. This gives you a chance to see what they like about the product, if they care about it, or if they feel like it appeals to them. These insights will help you craft campaigns that appeal to your audience.
Branding Your Advertising Campaigns
A brand means something. It distinguishes a product from others and cements its identity in the minds of consumers. That last part is crucial to advertising. A brand set the tone and personality of a product, which resonates with a consumer. Consider if your campaign fits your product’s brand. If it does, you’ll have an easier time connecting with customers.
Your product is not the only one in its field. You have competitors. Consider their place in the market, and how they advertise. Look at their strengths and weaknesses, and compare them to your product. Once you have done that extensive research, show the world why your product is better than theirs.
|No comments||This entry was posted by EIC Social Media Team on November 30, 2016 at 11:00 am, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Retail sales are soaring, and that means more money to be poured back into marketing. This is particularly the case for digital marketing with the prominent role that online sales played in last year’s fourth quarter for many companies.
What are the hottest trends to boost your brand’s online sales?
Mobile Retail Apps
More people than ever are making purchases from a smartphone or a tablet. But retail apps are quickly becoming the hottest way to make a purchase from a mobile device. If your brand isn’t selling on an app yet, you are falling behind. Now is the time to develop an app, create a new app, or upgrade an old app that makes it simple for consumers to purchase what they are looking at without having to get off the couch or put down their morning coffee.
Sponsored Social Media Ads
We’ve been using social media to promote brand awareness and boost brand perception for a few years now. However, just about every major social media platform has now developed a sponsored ad system. This is an excellent way to combine the two things that people seem to like to do the most on their phones—socialize and shop. Native content places your ad seamlessly into a user’s feed and can create engagement while also providing a soft sales pitch. Paying per click, per install, per follower, or other actions is a great way to make ad dollars count.
Instant Gratification Calls for Expedited Shipping
Consumers who shop from mobile devices want what they want now. They don’t even want to get up out of their easy chair. Why would they want to wait a week for a shipment to arrive? Creating online sales involves being willing to offer great deals on fast shipping. And this is not just a trend for retail businesses. People want to be able to use their phone to order from a restaurant and have food waiting when they arrive. If the Internet has taught this generation anything, it’s that you should never have to wait for what you want. Consumers expect retailers to live up to that expectation, too.
|No comments||This entry was posted by EIC Social Media Team on May 11, 2016 at 4:30 pm, and is filed under Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Ad fraud is a hot topic in the digital marketing world. Add that to major concerns like visibility, ad blocking, and ad waste, and it almost seems crazy the way digital ad budgets continue to rise so sharply. The fact is that despite the challenges, digital advertising is still the future. So the only real question is how to move forward despite the potential pitfalls.
Factors That Limit Growth
Make no mistake, despite increases in industry figures, the murky waters of digital advertising are still limiting the amount of money businesses are willing to sink into online campaigns. And the problem is really being exacerbated by both sides. Advertisers clamor for transparency and a desire to create more relevant ads that intrude less on user experience, while at the same time, publishers see their profits cut by ad fraud and other intangibles.
So if advertisers and publishers alike are both in the dark as far as how much money could actually be made if all of these issues went away, where do we turn to implement industry reform?
The Role We All Play in Advertising
Every aspect of the marketing industry has a role to play in fixing the problem. As advertisers, our first responsibility has to be to the consumer. And ultimately that is in our best interests anyway. If you hit the right audience with the right ad during the right moment, you maximize your profitability.
For publishers, it is all about regaining the trust of advertisers. And, again, this benefits everyone. Reputable publishers will make more money because advertisers will have more to spend. Better-performing publishers mean better-performing campaigns. When campaigns do well, everyone benefits because advertisers don’t feel the need to push quantity instead of quality. Goods ads in the right place at the right time increase conversion rate. Higher conversion rate means the consumer gets bothered less frequently by intrusive ads.
Of course, this isn’t going to happen overnight. On the plus side, when something is to everyone’s advantage, the likelihood of it happening increases. As transparency gives way to better advertising, consumers, advertisers, and publishers all get what they want.
|No comments||This entry was posted by EIC Social Media Team on April 20, 2016 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Driving traffic to your site is only the start of the battle. Now you need to turn that traffic into revenue, and your landing page is the way that you do it. Here are some of the landing page best practices that does the job and creates sales.
Create Trust for Customers
There are a lot of scams out there, and that makes it very important for people to feel like they are making a wise choice. How can you inspire confidence with your landing page? Be sure to include any awards that your company has won, or certification that you have for your service, on the landing page prominently. You may also want to include some co-branding from reliable partners. This shows consumers that you run a legit business.
Show Consumers What to Do
This is more than just a call to action. You want visual cues on the page that direct a consumer’s eye to a conversion. For example, you may have a circle around the words “Sign up today!” Then have an arrow pointing to the “Subscribe” button. You can also make the button round, which draws the eye.
If you are worried about customers not responding to such a hard-sell tactic, remember that you can draw attention to the CTA more subtly. For example, your imagery can contain directionals that draw the eye to a button without being blatant arrows and circles.
Give Something Away
Everyone loves to get something for free. Using the word “free” on your landing page is a great way to get conversions. It is the ultimate word in marketing, and if you are not using the word “free” on your landing page, then you are cutting your conversion rate. You don’t even need to give away anything extra. Saying that someone gets “free tips and offers” by signing up can simply refer to a free newsletter you wanted people to sign up for anyway.
Use Color to Your Advantage
You know what inherent meanings that colors have. Use that to your advantage. Make a button green since most associate green with go. Blue and orange are also great landing page colors. Orange is a very positive color and emits good emotions. Blue creates trust, a necessary emotion for creating a conversion. Landing page best practices will indeed create a better responsiveness from your customers.
|No comments||This entry was posted by EIC Social Media Team on December 24, 2015 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Marketers receive a ton of data on website analysis. How can you distinguish between real figures and useless information? Here are a few tips to help you sift through the fluff and get down to the meat of metrics.
Learning About Your Visitors
You can find a wealth of information on your site visitors through website analytics. For example, sorting your page views by geographic location can help a brand to see where you may want to set up a new brick and mortar store, or where a warehouse should be located for fast shipping purposes. Checking demographics will help you to see if your brand is reaching its target audience (or perhaps even if the brand has been targeting the right audience). Even the time of day at which your customers visit the site is an important analytic. After all, why should your email marketing campaigns run at 2:00 am if your customers are shopping at 7:00 pm?
Traffic: People or Bots?
Your site may be getting a lot of traffic, but the conversion rate may be low and the bounce rate high. Is the problem your site? Are real people seeing your content and just not being impressed enough to complete the sale? The problem may actually be that you are not driving enough traffic to the site. After all, bots don’t buy anything. How can you tell the difference between humans and bots in your data?
First of all, if your bounce rate is near 100% and your number of page views is lower than your number of new sessions, it is likely that no one is actually seeing your page. This is also true if most of your site views are from China, Russia, and other nations from across the globe that you do not expect legitimate traffic from.
If you find that most of your traffic is from bots, try setting filters on the data. This will require regular attention. It may be disheartening to learn that most of your site traffic is fake, but that is better than thinking you are doing a great job with SEO when you are really only attracting bots. So we should all pay close attention to our website analysis if we want to optimize traffic to our business.
|No comments||This entry was posted by EIC Social Media Team on September 24, 2015 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The fact is that companies often shy away from automation because people associate that word with humans losing jobs to machines. The fact is, however, that much of the modern business world takes place online or with the use of technology. Because of this fact, much time and money can be saved by automating tasks that are often a waste of time and money. Here are a few examples.
We’ve all experienced situations in which we have lost data to a power outage. That is because we do not like to stop what we are doing every minute or two to back up our data. When it comes to a Word document, we may lose half an hour of hard work. When it comes to a business as a whole, the results of lost data can be disastrous. All of your software, including customer relationship management systems, should be set to back up automatically.
When an employee has to login to multiple systems numerous times during the day, much time can consistently be lost reentering credentials. Having to look up passwords, try several times to remember which one you used on an account, or resetting a password that has been forgotten are all major wastes of time. For small business owners who work from a home computer, an easy solution is to automate your logins by using software or by having your browser save all of your passwords. In an office environment, this could prove risky, but not if your office door locks, your computer requires a password, and the building itself is secure.
RSS tools exist that allow you to push content automatically and sync with your social media accounts. Do not waste time posting an article and then having to update your Facebook page, Tweet about it, +1 the post, and in some way link back to it with every social account your business has. Your syndication should be automated.
|No comments||This entry was posted by EIC Social Media Team on July 30, 2015 at 4:30 pm, and is filed under Marketing Strategies, Mobile Marketing, Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
It is clear that the focus of the digital advertising world has shifted to digital. That having been said, TV ads are still relevant. How can your team bridge the gap between TV and digital to create a cohesive marketing strategy? Here are a few ways to get your department thinking as a team instead of feeling like you are a part of two different worlds.
Communication is the first key to getting TV and digital marketers to work together as a single unit. In the past, the objectives and approaches of the two departments were too different for teamwork. Now consumers often treat TV and digital ads the same way. They may have their tablet out while they are watching TV. Just like a digital video may get skipped if it does not attract attention immediately, a TV ad may lose out to a mobile device that steals a viewer’s attention. The advantage for your company is that the convergence of TV and digital media means that long-term cooperation on marketing campaigns is now possible. This allows the brand to put forth a united front in exposing the public to the company’s values.
Sometimes your digital viewers will need to receive a unique message. Ninety percent of the time, however, a digital ad can simply be a modified version of a TV spot. The truth is that it is not cost efficient to have an entirely separate creative team to develop the same kind of material. The main reason the TV team needs to communicate with the digital team is to ensure that their videos will display well on devices of various sizes and screen resolutions.
Communication of goals is vital so that both TV and digital departments can track the right metrics and compare notes to ensure that the maximum number of consumers are being reached with the right message. ROI is always the goal when it comes to marketing strategy, and while the convergence of TV and digital may pose challenges, there are also benefits to be had in the terms of bottom line.
|No comments||This entry was posted by EIC Social Media Team on July 16, 2015 at 4:30 pm, and is filed under Mobile Marketing, Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Facebook and Twitter have an enormous presence in online marketing, and other social sites—such as Pinterest, Instagram, and YouTube—are becoming increasingly popular for branding and marketing purposes. Video and images are powerful ways to reach your audience. You can use this to your advantage by directing viewers to your company blog. After all, no matter how authoritative and engaging your blog is, it is only as good as the number of readers you have.
First of all, do not give up. If the readership does not spike immediately upon trying to direct traffic from social media, it does not mean that the campaign has failed. Sometimes it can take months to see positive results from a method like this. Once people see that your blog has substantial content, individuals will share it on their own social media and perpetuate the cycle. Just be sure to keep posting on a regular basis, and let everyone know the new post is up. Consistency is the key.
Next, be sure not to waste words. People are really into images and video content, and many will ignore a lengthy description unless they are already interested in the topic. This is where your social media comes in. Use as few words as possible (think Tweet) to describe your blog post. Make it enticing enough for someone to want to read a few hundred words on the subject. Once consumers know that your blog content is worth reading, they will return without much convincing needed.
Be sure that your content is unique and eye-catching. If they recognize your image as a stock photo that they have seen over and over again, they will assume that your content is cookie-cutter boring stuff too. Do not be afraid to use photos that you have taken yourself to make the content more personal for the reader. People love companies that they can connect with. That is why social media has been so powerful for businesses.
|No comments||This entry was posted by EIC Social Media Team on July 2, 2015 at 4:30 pm, and is filed under Digital Advertising, Mobile Marketing, Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Backlinking is an important part of getting traffic, but it is very easy to mess up. Not only can the wrong backlinks drive little to no traffic to your site, but making mistakes in backlinking can result in a ranking penalty from Google. Here are three errors to avoid.
- Link Stuffing
Getting backlinks is great unless the site you are getting them from is churning out links like spam. Be careful about getting your site penalized by stuffing links into the comments of disreputable sites. Also, beware of sites that offer backlinking as a service. Natural backlinking is tough to fake, and Google is very unforgiving with cheaters.
- Bad Anchor Text
Which words do you choose to turn into a hyperlink? Many sites end a sentence with “click here” and make that phrase the link. It is a huge wasted opportunity. Make the link relevant, and a long-tail keyword if possible. The more highly ranked a site is that you are getting a backlink from, the more important it is to use the exact right anchor text. Do not miss out on the opportunity of gaining extremely high value from a link.
- Nofollow (Ignored) Links
This basically takes your link and renders it practically worthless. Why would a site that gives you a backlink use the Nofollow tag to make Google ignore it? It is often for the sake of the site’s rank. Backlinks lose their value if there are too many on a site. Plus, Google weighs relevance heavily. Of course, if it is a top site, then you may still get a lot of traffic from the link alone. It just hurts to succeed in getting a top site to agree to a backlink and then not get the huge ranking boost from it.
There are many pitfalls when it comes to backlinking. When in doubt, seek out a successful digital ad agency to assist you in making good backlinking decisions. That’s one of their services.
|No comments||This entry was posted by EIC Social Media Team on June 25, 2015 at 4:30 pm, and is filed under Content, Digital Advertising, Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If online sales are relevant to your business, and it is for most modern businesses, then you need to make sure that you are taking every opportunity to improve your bottom line in your eStore just as you would in a brick-and-mortar shop. Here are a few suggestions that can help your eCommerce sales increase from your site.
Would You Like Fries With That?
It is called upselling, and McDonald’s has been successfully using it to increase sales for years. Why not apply the principle in the shopping cart of your eCommerce site? When someone adds an item to the cart, be sure to suggest similar items or items that other customers have bought when making the same purchase. Sometimes you just need to let a customer know that you have a related product that they will also want. For example, do not let someone buy a TV without suggesting an HDMI cable.
5-Star Product Reviews
Include snippets from positive reviews among the content on a sales page. You can rave about your own product up and down, but when someone who has actually purchased and used it says they don’t how they ever lived without it, you are far more likely to make a sale. Remember not to squelch negative reviews. Just do not put them front and center.
Creating a Sense of Urgency
One of the biggest issues that eStores face is that consumers do not feel the same stigma when leaving items in a cart and “walking out” as they would about doing so in a brick-and-mortar store. How can you fight against this trend? Create a reason for the consumer to make the purchase right now. Make sure that a customer knows that a sale is “one day only” or that you have “limited quantities available” of a certain product or size. H&M sets a great example in their on the ground stores. On your way out, you will notice that on the wall it says, “Grab it now. Tomorrow, it might be gone forever!” Give your consumers that same feeling about leaving your eCommerce site without making a purchase.
|No comments||This entry was posted by EIC Social Media Team on June 18, 2015 at 4:30 pm, and is filed under Digital Advertising, Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|