Posts tagged online advertising
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.|
Email marketing is difficult, but when done right, the benefits are endless. In 2013, there was more than 3.9 billion active email account, and some experts believe that number will just keep rising. It is understandable why so many people are using email for personal, business, and recreational use. It is mail in the digital age.
Unique messages are transferred lighting fast, and without error. However, anyone can reach you through email, which makes the fear of spam prevalent. This fear makes it challenging for marketers to reach people without their messages being thrown in the trash. So, how can you improve your email marketing techniques?
Email Marketing Techniques to Follow
Effective email marketing requires you to send relevant messages to customers. Engagement is the key to success and if your email’s content does not relate to your recipient, then you are already losing. If you follow these email marketing techniques, we believe you will see a boost in customer acquisition.
- Analyze Purchasing Habits – The first step in creating messages that relate to your customers is by analyzing their purchasing habits. From there you can create useful insights into what customers like, how often they take advantage of sales, and where their money goes. Customers find this type of information useful, which makes your message worth reading.
- Show Progress – You can also use your customer’s data to persuade them to buy more. Show them how much money they might have saved if they took advantage of a recent sale or compare their purchasing habits to what other customers are doing. People don’t want to feel like they are not taking advantage of your services or being left behind. This motivates them to act.
- Make Recommendations – Nothing motivates a customer better than seeing content that they like. Using the data to find out what your customers are buying. Find items of the same types and present it to them. Think of it like bait on a lure. If they like it, they will bite.
|No comments||This entry was posted by EIC Social Media Team on November 2, 2016 at 11:00 am, and is filed under Dating Mining. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
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.|
Social media can be a slippery slope for businesses that are just getting their feet wet. How can you navigate the social norms and come out ahead? Here are some tips that will help your social media accounts create engagement without causing controversy.
Choosing Social Media Accounts Wisely
It’s a bad idea to try and keep up with a social media account on every service available. First of all, this will pull your content in too many different directions. Second, it can be tough to keep up a dozen accounts properly, and the only thing worse than no account is a stagnant social media account that doesn’t gets updated regularly. Having said that…
Post Regularly and at the Right Time
Depending on the social media accounts you choose to use, it may vary what is considered an average amount of times between posts. However, the point of being social is to communicate, so daily posts are the norm on almost any platform. Check to see how your posts perform, and you can eventually post only at the times you see the most interactions.
Maintain One Voice
If you have more than one social media account, make sure that all of your accounts accurately convey brand values. While consumers may expect your accounts to have different people running them, it shouldn’t be obvious when a different user is at the helm. Content, comments, and even whom you choose to follow back should be consistent. This builds trust in your brand.
In the social media world, companies have two primary options—you can entertain your audience, or you can educate them. No one wants to be sold to while on social media, so don’t be pushy. Entertaining and informative posts will move consumers to interact with your brand and can lead to loyal customers.
Have Real Conversations
Real people can tell when they are communicating with an autoresponder. Have an actual person available to read and respond to comments or to comment on your fans’ posts. That kind of social interaction is what this medium is all about. The worst thing you can do is to ignore messages. Responding within a day is an important rule of thumb to show that your company cares.
|No comments||This entry was posted by EIC Social Media Team on May 25, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Retail apps, social advertising, and expedited shipping are a few of the things that are shaping the future of online retail sales. We have three more digital trends to share with you that will keep online retail sales booming.
The Internet has made it easier than ever for someone to run a retail store out of his or her garage, basement, or living room. Etsy has allowed thousands of people to start their own small operation. Stores operate by selling through Amazon and eBay. Uber is a great example of how peer-to-peer sales has spilled over into the service industry via the Internet. But again, don’t expect corporations to lose out just because more people want to run their own little stores. The Amazon and eBay examples noted above are ways retail companies are making sure they get a cut of the peer-to-peer retail revolution.
Evolving Price Control Infrastructure
One of the interesting things about shopping online is how quickly prices change. You may save an item in your Amazon shopping cart only to learn that the item cost has doubled in a few hours. But have no fear because two days from now it may hit an all-time low, giving you the deal you were seeking. Stores don’t work like that. Someone needs to wander the entire store printing labels to make sure items ring up at the same price as they are marked. The two worlds collide when stores offer in-store pickup at an online store’s price. What if the local store sold something for more than the online store? This can result in confusion and frustration for the buyer as they wait for local retailers to communicate with corporate about the online price. Electronic in-store pricing may be the next trend that allows prices in a brick-and-mortar store to update as quickly as an eCommerce sister store.
Content Is King, Even for Online Retail
Content in the retail marketing industry is continuing to evolve. Consider Redbox’s various means of enticing customers. Between SMS, email, and app-only discounts, users are treated to regular free and cheap rentals (for the first night). But special deals create engagement with users needing to text a code daily during a special discount week or by playing a little minigame (spin the box) to get the coupon code. Online sites like Alibaba have weeks of games and excitement for consumers to build up coupons for special sales. It all leads up to content being an important part of creating anticipation for the big purchase.
|No comments||This entry was posted by EIC Social Media Team on May 18, 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.|
If you want to maximize the profits of your online retail business, a couple of things are absolutely necessary. Let’s take a look at the importance of mobile—and the need to promote special offers and discounts in the right manner and at the right time.
Mobile Is the Only Way
Mobile isn’t just your best chance at making it in online retail; it’s the only way. Two in three customers shop online, and many of those customers are using smartphones and tablets, which means a few things for your store.
- Mobile Responsive Site – Your site has to work across devices and platforms. If the site loads too slowly, isn’t optimized for mobile, or bogs down when users go to their cart on a mobile device, you can kiss that sale goodbye. No one is going to put down a phone and walk over to a desktop to complete a purchase. They will find a competitor with something comparable for sale.
- Mobile Application – Providing a mobile app for even easier mobile use is another great way to increase online sales. Again, the app must be cross-platform and be able to perform on various devices. Screen size should not affect the user experience. Images need to be high quality, and the app needs to be simple to use – especially when completing a purchase. Otherwise, you will see many items left in carts.
Online Promotions and Special Offers Need to Drive Profit
The ways you decide to provide offers and promotions should depend on how your target audience wants to receive them. A simple email to remind a customer that they left something in the cart may be enough to get someone to come back and complete a sale. Perhaps the item has now gone on sale, making this a great time to remind a customer she was looking at something. Does your customer often make purchases at a certain time of day or a particular day of the week? Sending a special promotion that specific day or time will make it more likely for the consumer to open the email, follow the link, and make a purchase.
|No comments||This entry was posted by EIC Social Media Team on April 13, 2016 at 4:30 pm, and is filed under Mobile Marketing, Online Sales. 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.|
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.|
Instagram is quickly becoming one of the most popular social media marketing sites. This is a great opportunity for companies to expand their reach and engage their current customers. Hashtags are a perfect way to get your content noticed by the masses. How do they work, and what hashtags should your brand be using? Read on to learn more.
Why Use Popular Hashtags
Popular tags get popular for a reason. A lot of people are using them and searching for them. This gives your brand a chance to get noticed. Some of the most popular hashtags are: follow, friends, food, creative, cats, fun, and there are many others.
Pros of using popular hashtags:
- A lot of people search for or click these hashtags
- Having a featured pic for one of these tags will gain incredible reach for your brand
Cons of using popular hashtags:
- Because there are so many people using these tags, your post will quickly drop off the main page if it doesn’t draw enough likes to be featured
- These are often generic tags and may not have anything to do with your brand
Make Use of Tending Tags
A feature that Instagram has added in 2015 is a list of trending tags on the Explore page. This gives you the opportunity to engage consumers using the hashtags that they are interested in right at this moment. Just click on the explore button, and the trending tags will be the first thing on the page (along with the currently featured picture).
Pros of using trending hashtags:
- Extend reach by engaging consumers where they are, especially if you can get featured
- Perfect for real-time marketing
Cons of using trending hashtags:
- Because these tags are trending, many people will be using them which creates the same issues as using the most popular tags
- You have to catch a trending tag that fits your industry to engage the right audience
Brand, Product, and Location Tags
The tags you will need to use the most are brand, product, and location tags.
Brand tags are tags that you develop for your brand. This allows consumers to find you quickly. It may be your company name, or it may have something to do with a product or service that you offer. To promote these tags, you can hold a contest that involves your followers using one of the brand’s tags. You may decide to repost (or regram) the winning entry to your company is on Instagram. This is one of the most useful social media marketing sites available, so be sure to utilize its effectiveness for developing brand awareness and customer engagement.
|No comments||This entry was posted by EIC Social Media Team on December 10, 2015 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Have email blasts become an outdated form of digital advertising? Perhaps not entirely, if done well. The consensus, though, is that personalized emails are the email marketing of the future (and present for that matter). That having been said, you may be wondering how to get started. Here are some tips to help you execute an effective changeover.
Know Your Customer
Rather than simply looking at the way a customer has responded to previous email blasts, try to look at the big picture. Personalized emails are about examining the way a customer interacts with your entire business, both online and in your brick and mortar stores. What departments does he or she shop in the most? Can you offer a one-time discount in that department? Did they leave something in the shopping cart on your eCommerce site? Maybe they just needed a slightly better deal or a reminder that they were interested.
Personalized Means Personalized
The fact is that too many personalized emails just seem canned. It could be easy for a consumer to assume that all you did to “personalize” the email is stick their name at the top instead of “Dear customer.” This is more than just a mail-merge. Personalized emails need to make suggestions or provide offers that are relevant to the receiver.
Track and Adapt
Tracking KPIs will allow you to find better ways to personalize your email offers. If CTRs are low, the problem could be anything from the subject line of the email to the overall format. If the conversion rate is low, you need to make sure that the deal is relevant to the buyer and that the landing page is closing the deal.
The personalization of email marketing is a big step in driving highly targeted traffic to your eCommerce or mCommerce site/app. Taking the first step can be a little nerve-wracking, but if you use a good digital advertising agency, your business will find that it will have no regrets about the decision to get personal with its customers.
|No comments||This entry was posted by EIC Social Media Team on September 10, 2015 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.|