Posts tagged internet marketing
If you are a small business, you try to find every way to help your company succeed. A big part of that involves putting some of your efforts towards marketing. However, marketing is big field, and you may need some help finding success. We have a few suggestions for how you can gain new customers. The first is to know your audience, but the most important suggestion that we have is to follow trends in your industry.
Why Trends Are Important for Small Business
Trends are a great indicator of what people are interested in. They inspire how to target your marketing to your customers. However, you have to consistently follow trends in your industry. They change every day, and some trends may not be as relevant as they once were. Once you discover what your customers are interested, you can develop great marketing campaigns, which will eventually grow your business.
You need a source to monitor the latest trends. The best one available is Google Trends. They show you insights on what people are searching for, topics of interest, and a rank of the latest stories trending. You can even narrow down your search for topics in your industry.
Here is how you can use trends to your advantage. First, you need to develop your marketing quickly. Like we said before, trends change every day. If you implement a trend into your marketing fast, you will see better rewards. People engage and relate to advertisement that they are familiar with.
Another way to use trends is by relating popular topics to your industry. If you run a blog, talk about how it impacts your industry and how your customers can benefit from it. They will see your company as a resource for everything that involves your industry. This will bring more customers to your business, as they trust your knowledge.
|No comments||This entry was posted by EIC Social Media Team on October 26, 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.|
If you are operating an e-commerce site, you know how competitive the industry is. One thing that is vital to every one of those sites is an on-site search feature. This allows customers to search for exactly what they want without having to browse. Some customers may even leave if they can’t quickly search for and find a product. Here are a few more reasons that the function of your on-site search is so important to e-commerce success.
E-Commerce Success Tip #1: Intent to Buy
Many people wander onto e-commerce sites simply to window shop. However, when a person uses an on-site search, it is a signal that he or she is ready to purchase a specific product. In fact, research points to 50% better conversion rates when a guest on an e-commerce site uses the search bar.
E-Commerce Success Tip #2: People Like Simplicity
The fact is that if it is too tough to find the right product on your site, a consumer has plenty of other easy shopping solutions available. Because of this, you need to be sure that your search is accurate and provides enough options for the consumer to find what he or she wants the first time. Of course, you can’t make the search so complicated no one wants to use it in the first place. Thus a balance must be found.
E-Commerce Success Tip #3:Search Results Options
You may set your search to provide the best match or most popular selections, but you should give your guest more options. What if this particular consumer is on a bargain hunt? You need to allow for the results to be sorted by price. What if the consumer wants only the latest and best products? It may be a good idea to allow for sorting by the date the item became available or by the ratings of other customers.
In the end, your search results need to help a consumer to quickly find the desired product. It needs to be an intuitive process so that even a first-time guest can search effectively. And you want to be sure that there are always results, even if the consumer searches for a very specific product that you don’t sell. Be sure to provide alternatives. Search results can make or break a sale.
|No comments||This entry was posted by EIC Social Media Team on September 7, 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.|
You might cite YouTube as the start of the digital video revolution. More than two decades ago, YouTube allowed us to begin sharing our videos with one another in a simple format. All you had to do was record and upload it for all to view. Of course, back then it was all fun and games, and digital video ads were just a glimmer in the eyes of marketers.
Before long, ads were here. Whether it was a brief ad or a longer one that users could choose to skip when nothing in the first 5 seconds caught their attention, it was still a great way to reach the millions of people who were flocking to YouTube to watch videos of cats, or discover the latest singing talent. Now we’re here in the age of video marketing.
Usage of the Internet is continuing to shift. People spend more time online watching videos than doing anything else. In fact, some projections show that in 2017 nearly three-quarters of Internet traffic could be videos. That’s a shift for content marketers who may have previously been focusing on articles and images. Before long, blog posts might be just a paragraph to introduce a video (and perhaps words that most people don’t even read). Of course, that brings up questions of SEO, since text is how we alert search engines about whom to send our way, but Google will have to cross that bridge when that time comes.
Even small businesses have to search out ways to keep up, and they must decide:
- Do you create videos by sitting in front of a laptop or tablet and recording yourself against a blank wall in the office?
- Do you set up an in-house studio of sorts?
- Should you hire a digital video marketing firm to fill those needs – trading a little extra money to get more professional content?
What it comes down to for businesses small and large alike, is the importance of incorporating the use of video marketing when developing a content marketing strategy. We’ve always tried to go where the consumers are, and right now consumers are watching videos online.
|No comments||This entry was posted by EIC Social Media Team on May 4, 2016 at 4:30 pm, 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.|
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.|
We are continuing our list of the current trends in the digital marketing world. See if you agree that ads are going in the following directions.
Your Marketing Should Tell Us a Story
The consumer has spoken, and we are listening. People want to be taken on a journey that tells them about your brand. Ads that highlight brand values continue to gain momentum.
Tell Us a Story, in Segments
People love to binge watch their TV, but they don’t seem to mind a cliffhanger ad that continues later on. Releasing ads in little mini episodes is really starting to take off, especially since the average viewer is clamoring for shorter and shorter ads. Sure, write that perfect 30-second ad spot, but then split it in half—and consumers will eat it up.
Efficient Ad Buying
Last time, we mentioned programmatic moving into the world of TV ad buying, but we also need to give it an honorable mention here. Programmatic ad buying already has its fair share of the market, but it’s a very efficient process that’s likely to become even more popular.
Did Someone Say VR?
Virtual Reality is starting to become a more attainable experience. As more households begin to have a VR device, you can bet ads will become a part of that immersive world. After all, the advertising possibilities become endless in that medium.
Watch Out for the Blocking of Ads
The fact is that ad blocking won’t end the benefits of online video advertising. While maladvertising is pushing the trend to block ads to a whole new level, plenty of consumers are still willing to watch ads in order to ensure that their favorite free content doesn’t become premium content with a monthly price tag. The key for advertisers is to reach the user’s emotions with digital ads so as to create an atmosphere where people feel like they are missing out if the ads are not there. The secret to overcoming the ad-block phenomenon is to produce better ads that people don’t want to block.
So there you have it. We’ve discussed some of the biggest trends in the digital marketing world. What do you think? Are there marketing trends that should have made the list that didn’t? Comment below and be heard!
|No comments||This entry was posted by EIC Social Media Team on April 6, 2016 at 4:30 pm, and is filed under Digital Advertising, Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
What does the future of marketing hold? In an ever-changing industry, it can be tough to forecast trends. However, these are a few things to keep an eye on.
Better Ad Spots Online
Ad placement is a hot topic in the digital marketing world. It’s time for publishers to step up to the plate and start delivering better site design. This will allow marketers to create a superior experience for the user, and when the user has a better experience with an ad, that translates into dollars.
Mobile Trends Are Everywhere
When you look around, you see people on their mobile devices. This isn’t a new trend in digital marketing, but it has become one that no business can simply ignore. Google actually helped that along quite quickly with the “mobilegeddon” update as far as website design is concerned, but now mobile ads are also becoming par for the course.
Standards in View-ability
We’re sick of creating great ads, paying for them to run, and finding out no one can possibly see it because it is auto-playing off-screen. We can look forward to industry changes that force ad networks to apply more transparency.
Programmatic Goes Old School
You can’t speak about digital marketing without referring to programmatic, so why should TV buying be any different. Programmatic is set to shift from relating only to small-screen ads to the big screen—at least the biggest screen in most homes.
Ads to Match Attention Span
The average human attention span isn’t what it used to be, but the marketing industry is not keeping up. We hold that 30-second ads are the ideal time frame, but think of all of the ads people see every day on YouTube, Hulu, and other video sites online. The 30-second ones usually get skipped after about 5 seconds. However, we are often forced to watch a 15-second ad with no skip button, and no one seems to mind too much.
Ultimately, what it may come down to is a marketer having to sell in 15 seconds rather than 30 increments. People don’t want to be pulled out of an experience to hear about your product for 30 seconds at a time. It’s a testament to the digital era.
Those are part of the list. In a future article, we will consider more of marketing’s top trends.
|No comments||This entry was posted by EIC Social Media Team on March 30, 2016 at 4:30 pm, 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.|
Lead generation comes down to one thing, and that’s incentive. The biggest mistake companies make when trying to generate new leads is not providing any incentive to consumers, or at least not enough incentive.
If you expect site visitors to make a commitment, even a seemingly small one like providing their email address, you need to be willing to give them something of value in return. Here are a few tips for making your lead generation process more of a “give and take” than a ”beg for contact info” situation.
Great Timing Improves Your Lead Generation
First of all, asking a consumer to make a commitment is all about hitting them with the request at the right time. It’s going to be a huge turn-off if someone comes to your website and is immediately confronted with a pop-up that asks for their email address—before they can even see the content they were seeking on your site. You may not even have to offer anything for free in return if the content you provide has value. Give users enough time to read or view the content, and then try to generate a lead.
Say the Right Thing
A lot of content on the Internet is fluff. Again, consumers are looking for value. If your content doesn’t provide any, why should the site visitor give you something of value in return? By providing useful and educational content, you give the reader a reason to reciprocate. To provide solid content, follow these suggestions:
- Don’t be wordy or confusing.
- Make use of imagery both by providing visual content, as well as by using bullet points and headings to make the text more readable.
- Provide a clear call-to-action so the reader knows what to do next.
Ask for the Right Thing
Another issue with lead generation is expecting the consumer to share too much. You might have no problem getting a name and email address, but having a lengthy form can hurt lead generation. Ask for only what you need rather than having tons of areas—but you just mark a few as required.
|No comments||This entry was posted by EIC Social Media Team on March 2, 2016 at 4:30 pm, and is filed under Content, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Life simply boils down to conveniences we’ve come to expect. 20 years ago, when we needed answers we’d ask friend after friend, spend hours at the library, or drive down to the local hardware store. Now, we click a few keys and Google serves up those answers while we munch another piece of pizza. Of course, if that answer is more than 500 words, we usually just move on to the next link.
It’s a sad commentary on the human condition, but we’ve been trained to expect everything we want with minimal effort. Even reading a few hundred words can be too much work, too much time. And so, a new information sharing tool has emerged.
Enter the Infographic
What better way to communicate with an attention span challenged world than with a picture. Yep, the infographic may include just as many words, but the pictures make it readable and memorable. There’s just one problem.
How Does Google Rank an Infographic?
The answer? It doesn’t. There’s no possible way for the Google algorithm to decipher the content or meaning of your infographic or marketing infographic. After all, it’s just an image. So even the text included in the infographic escapes notice. With this in mind, what benefit is there to using a marketing infographic?
What Does Affect Rank?
Fortunately, engagement affects rank. Infographics, like video, keep a person on your site longer. So they have a great net effect, and due to that retention Google detects that your page is interesting. So it’s up to you to let Google know in the metadata what the page, the infographic, is about. This allows Google to connect viewer engagement with the keywords you’re using.
The other major factor in modern marketing is shareability. Yes, even in our contemporary world, the importance of sharing still applies! People love to share infographics across social media, so this form of marketing will increase your reach to new customers, and increase brand awareness (how much they know about your company and what you offer).
Rather than investing untold time and funds creating the next great way to catch the eye of consumers, just improve on the use of a tool that’s already working. Have you tried your hand at a marketing infographic?
|No comments||This entry was posted by EIC Social Media Team on January 21, 2016 at 4:30 pm, 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.|