Digital Marketing

Grab Your Customers’ Attention: Break Away From The Digital Noise! 0

Everywhere we look, our eyes, ears and minds are bombarded with advertisements. That goes for every one of YOUR customers, too! So how can you break away from the rest? How will you grab your customers’ attention when they’re exposed to thousands of pieces of advertising every single day? Here are four tips that will help you stand out from the digital noise.

 

1. Speak TO them, not AT them.

The human brain is an amazing instrument. When it comes to advertising, our brain can decide it wants to block out irrelevant or unuseful information. It does this because it simply cannot absorb all of the information coming at it. This is especially true for things like banner ads. There’s actually a term for this phenomenon–banner blindness. But that doesn’t mean businesses can’t break through and reach their customers.

 

The words to note in the previous paragraph were “irrelevant” and “unuseful”. Those are the first things to be blocked by a brain that is trying to decide what to take in. Therefore, you want to ensure your content is not only interesting, but also helpful and useful, perhaps even entertaining and surprising. Use your marketing real estate to display the value of your products or services. Speak to your customers’ emotions and needs. Solve problems and let them imagine a better life with what you’re offering.

 

2. Know your customer

The first step in ensuring you’re speaking to your customers is figuring out exactly who they are. Of course, you might think you’d like to market to every person on the planet, but that isn’t going to happen. If your marketing is delivered with too broad a message, it will not hit home with the right people who might genuinely have been interested in your product or service otherwise. You need to identify a specific market segment that you’re going to chase–a group of people with shared interests and needs.

 

By having a specific customer persona in mind, you can think about her needs specifically and then speak to those needs in your marketing.This may affect the methods you implement, the words you use and the timing of your approach. All of those things are worth considering if you hope to have an effective campaign.

 

3. Keep it fresh

Sometimes, change can be scary, but in the world of marketing it is necessary. Your customers are being shown new things all day, every day. So if you want to maintain their attention, you’re going to have to use new methods that are up-to-date and fresh. Otherwise, you will be perceived as “old and tired”, which doesn’t really cut it in advertising.

 

This doesn’t mean you have to rebrand or change the general intent of your message. It just takes a new voice, a new image or a new slogan to keep your material interesting.This is especially vital in your website and/or app material, which is usually the first place people land when they want what you have to offer. Your website isn’t something you should let sit and go stagnant after you’ve developed it. Keep updating things to stay with the current trends that work, even if that’s something as simple as a regular upload of a new blog piece.

 

4. Implement video

There is no denying that video is where it’s at right now! If you aren’t in the process of incorporating video somewhere in your marketing plan, you are at high risk of falling behind. Several studies have shown the average customer’s attention span is a mere eight seconds or less! How will you grab them and keep them?

 

Eight seconds isn’t very long (unless you’re atop a mammoth bucking bull of course!). So there is a need for interesting openers and images that will draw your visitors to stick around. Statistics show that video is effective in not only gaining attention, but also increasing customer engagement and building trust. No wonder so many companies are plugging video into their web content!

 

Ultimately, you want to stand out with your own point of difference, regardless of how many other businesses are offering similar products or services. Put your own spin on the current trends and know your customers! Look at what’s already working for the people you want to reach, then incorporate that into your marketing strategy.

6 Dos and Don’ts of Facebook Marketing 0

Most people in business today realize the benefits of utilizing social media for their marketing. But many find it a difficult terrain to traverse. It can even be a bit intimidating. So we’ve put together a list of some of the things you’ll want to consider when making plans for a successful Facebook marketing campaign.

 

1. Fill in All of Your “About” Sections and Take Advantage of Your Header Image

The first step in successfully using Facebook for your business is to fill in your entire profile to the best of your ability.  You want to allow your customers to access all of the information they need about your brand or company right from the start. Completing your bio section helps when people are looking for your brand, too, so remember to include pertinent keywords when doing so.

Facebook recently changed the look of profiles, so now the entire cover image is displayed. Take advantage of this valuable space! That means posting a profile picture of some sort and having a cover image as well.

You can reinforce your branding, use text on the image to get your message across, promote other networks or upcoming campaigns, or use the space to highlight customers or events.

2. Post Consistently

Choosing to use social media marketing requires commitment in order to do it well. If you are going to stay in front of your market’s eyes and keep any level of momentum, you need to be posting consistently. Remember to share content from other leaders in your field as well as things from customers or other resources such as news articles relating to your industry.

 

The goal with Facebook Marketing is to give your audience as many reasons as possible to follow your page. This can be snapshots of your work space, a behind-the-scenes tour of an event or humorous posts that offer a friendly light-heartedness.

Regardless of what you choose to post, you really should do so on a consistently regular basis. Try starting at one post a week and experiment from there. Stay current and interesting by offering your followers content they wouldn’t otherwise get.

 

3. Pin Posts to Your Profile

This isn’t just for highlighting an important piece of information. Pinning posts to the top of your profile is a great way to get more eyes on your content due to the layout of the page.

 

Good posts for pinning include a link to your landing page, a piece of content you need to drive more traffic to or even a newsletter sign up. A pinned post stays at the top of your profile until you take it down or replace it with another.

 

4. Use hashtags strategically

As people are spending more and more time on social media, they are also utilizing the same platforms as search engines. We also know that using social media can boost search ranks in general, so there is reason to consider using hashtags. However, there are also studies that show posts without hashtags might perform better than posts with hashtags (Social Media Today). Therefore, it’s important to think carefully about this topic when creating posts and choosing hashtags.

 

Facebook’s Graph Search will pull your content depending on the hashtags or keywords users are entering. In short, use hashtags on Facebook, but put thought into your strategy when deciding which hashtags to use. And when you do choose hashtags for your next post, think about how users may be searching for your content topic.

 

A simple rule of thumb to apply is to not use more than two hashtags at a time because the more hashtags your post has, the less engagement it may receive. But remember, too, that what works for one brand may not be the right method for another. Be willing to test various methods and pay close attention to how they perform.

5. Analyze your account

Part of identifying what works and what doesn’t is staying on top of your Facebook analytics. This is essential when using Facebook for business purposes.

Things to keep track of are followers, reach, likes/comments and shares. Facebook offers in network analytics – with just a simple click on “Insights” at the top of your Business Page, you’ll be able to explore your best posts, when fans are online, and even take a look at how your competition is performing.

 

  1. Set up Call to Action and Messaging Buttons

One of the most important tools to make use of on your Business Page is having an appropriate button for a Call To Action. It’s also good practice to make it really easy for people to get in contact with your business through messaging buttons.

Call to action buttons might include “call now”, “book now”, “use app”, “play game”, “shop now”, “sign up”, or “watch video”. To set up your CTA button, navigate to your cover image and click on “Add Button”. The system will then direct you with instructions based on which call to action you choose.

To enable direct messaging from your Page, navigate to your Facebook Page settings, and from “General” click on “Messages”, then click on “Allow people to contact my page privately by using the message button”. Facebook has a lot of messaging options to help you manage inquiries. Check them out and choose the right ones for you and your business.

One last tip – be timely in your responses once customers do start making contact or engaging with your content. They like to be recognized for their support and they will feel ignored if your responses aren’t in a timely manner.

 

To recap our tips:

  • Complete your business profile and make use of header image and profile pic area
  • Be consistent with your posting
  • Pin posts to the top of your page for best exposure
  • Be strategic about the use of hashtags in your posts
  • Make use of the analytics available to help you get the most of your account
  • Have a Call to Action button and a Contact Us button easy to access
  • Be polite and timely in your responses to client contact/engagement

Understanding Google Analytics – How It Works and Why You Need It 0

What Exactly is Google Analytics?

Google Analytics is Google’s free web analytics service that monitors the interactions on your website. According to Wikipedia, it is “the most widely used web analytics service on the internet”. It lets website owners track how viewers of their website interact with the content of their website. This means, they are able to draw conclusions on the quality and performance of their website, the generated sales and/or downloads, the time spent on their website, which content on their website is the most popular, the geographical location of their website visitors and much more. The data is provided in the form of a high-level dashboard but allows you to drill down further. The aim is to produce data that lets you recognize which improvements need to be made in order to produce a website of higher quality, which in turn helps you to satisfy customers’ needs and increase the number of sales, also known as “conversions”.

 

How it Works

Google Analytics interacts with Javascript, a programming language that makes websites interactive for users. Through a Javascript code, your computer is asked to send certain information to Google’s servers. This information includes the website you are viewing, technical information about your laptop or computer (i.e. are you using a Windows or Mac machine), the way you navigate through the website, etc.

 

Due to privacy concerns, Google set up Google Analytics in a way that collects your information anonymously. Rather than having your computer send the message that “you visited website x once”, it will simply send the message that “a user using a specific browser, coming from a particular region, visited site x once”.

 

Reach of Google Analytics

Since Google Analytics works in conjunction with Javascript and not every user has Javascript capability or chooses to turn off Javascript when browsing, the tool will not be able to capture these users’ information. The majority of the latest computers and mobile devices, such as tablets and smartphones, have Javascript installed by default. However the settings on these allow users to turn Javascript off which means there is a chance that Google Analytics is not showing you the exact number of users using your website.

How do I set up a Google Analytics account?

If you already have one, you can use the same Google account that you use for Gmail, Google Drive, Google Calendar, Google+, or YouTube. Otherwise just set up a Google account.

 

One Google account allows up to 100 Google Analytics accounts and up to 50 website properties under the same Google Analytics account. However please beware that you cannot move a website from one Google Analytics account to another.

 

Next, you can get your Google Analytics code, which must be installed on every page on your website. Now you can configure the setting of your website in a way that lets you track whatever information you would like to capture (e.g. purchases, searches made on your website, newsletter subscriptions, etc.).

 

Where and how I can view my website data?

Whenever you log into your Google Analytics account, you will be taken to your Audience Overview report which is a standard report that tells you everything about your website visitors (e.g. age, gender, geographical location, interests, language, and frequency of visiting your website). There are another couple of standard reports: the Acquisition reports, which tell you how the visitors of your website found you or what drove them to you, and the Behavior reports, which tell you everything about your content (e.g. the top entry and exit pages of your website). You have the possibility to have these reports emailed to you on a regular basis.

 

Another way of viewing your data is through dashboards and segments (i.e. viewing data based on a specific dimension such as the country your website visitors are from).

You can customize all three: reports, dashboards and segments.

Why Use It?

50% of the top 1 million websites already use Google Analytics. It is extremely popular and built in a way that it is very easy to use.

If you look at the wealth of information this free Google service can offer, then setting up a Google Analytics should seem quite logical for businesses seeking to analyze their visitors’ behaviors and preferences. By using the data collected, you will be able to make adjustments as needed to turn visitors into buyers and to better-serve your customers’ needs.

6 Dos and Don’ts of Facebook Marketing 0

Most people in business today realize the benefits of utilizing social media for their marketing. But many find it a difficult terrain to traverse. It can even be a bit intimidating. So we’ve put together a list of some of the things you’ll want to consider when making plans for a successful Facebook marketing campaign.

 

1. Fill in All of Your “About” Sections and Take Advantage of Your Header Image

The first step in successfully using Facebook for your business is to fill in your entire profile to the best of your ability.  You want to allow your customers to access all of the information they need about your brand or company right from the start. Completing your bio section helps when people are looking for your brand, too, so remember to include pertinent keywords when doing so.

Facebook recently changed the look of profiles, so now the entire cover image is displayed. Take advantage of this valuable space! That means posting a profile picture of some sort and having a cover image as well.

You can reinforce your branding, use text on the image to get your message across, promote other networks or upcoming campaigns, or use the space to highlight customers or events.

2. Post Consistently

Choosing to use social media marketing requires commitment in order to do it well. If you are going to stay in front of your market’s eyes and keep any level of momentum, you need to be posting consistently. Remember to share content from other leaders in your field as well as things from customers or other resources such as news articles relating to your industry.

 

The goal with Facebook Marketing is to give your audience as many reasons as possible to follow your page. This can be snapshots of your work space, a behind-the-scenes tour of an event or humorous posts that offer a friendly light-heartedness.

Regardless of what you choose to post, you really should do so on a consistently regular basis. Try starting at one post a week and experiment from there. Stay current and interesting by offering your followers content they wouldn’t otherwise get.

 

3. Pin Posts to Your Profile

This isn’t just for highlighting an important piece of information. Pinning posts to the top of your profile is a great way to get more eyes on your content due to the layout of the page.

 

Good posts for pinning include a link to your landing page, a piece of content you need to drive more traffic to or even a newsletter sign up. A pinned post stays at the top of your profile until you take it down or replace it with another.

 

4. Use hashtags strategically

As people are spending more and more time on social media, they are also utilizing the same platforms as search engines. We also know that using social media can boost search ranks in general, so there is reason to consider using hashtags. However, there are also studies that show posts without hashtags might perform better than posts with hashtags (Social Media Today). Therefore, it’s important to think carefully about this topic when creating posts and choosing hashtags.

 

Facebook’s Graph Search will pull your content depending on the hashtags or keywords users are entering. In short, use hashtags on Facebook, but put thought into your strategy when deciding which hashtags to use. And when you do choose hashtags for your next post, think about how users may be searching for your content topic.

 

A simple rule of thumb to apply is to not use more than two hashtags at a time because the more hashtags your post has, the less engagement it may receive. But remember, too, that what works for one brand may not be the right method for another. Be willing to test various methods and pay close attention to how they perform.

5. Analyze your account

Part of identifying what works and what doesn’t is staying on top of your Facebook analytics. This is essential when using Facebook for business purposes.

Things to keep track of are followers, reach, likes/comments and shares. Facebook offers in network analytics – with just a simple click on “Insights” at the top of your Business Page, you’ll be able to explore your best posts, when fans are online, and even take a look at how your competition is performing.

 

  1. Set up Call to Action and Messaging Buttons

One of the most important tools to make use of on your Business Page is having an appropriate button for a Call To Action. It’s also good practice to make it really easy for people to get in contact with your business through messaging buttons.

Call to action buttons might include “call now”, “book now”, “use app”, “play game”, “shop now”, “sign up”, or “watch video”. To set up your CTA button, navigate to your cover image and click on “Add Button”. The system will then direct you with instructions based on which call to action you choose.

To enable direct messaging from your Page, navigate to your Facebook Page settings, and from “General” click on “Messages”, then click on “Allow people to contact my page privately by using the message button”. Facebook has a lot of messaging options to help you manage inquiries. Check them out and choose the right ones for you and your business.

One last tip – be timely in your responses once customers do start making contact or engaging with your content. They like to be recognized for their support and they will feel ignored if your responses aren’t in a timely manner.

 

To recap our tips:

  • Complete your business profile and make use of header image and profile pic area
  • Be consistent with your posting
  • Pin posts to the top of your page for best exposure
  • Be strategic about the use of hashtags in your posts
  • Make use of the analytics available to help you get the most of your account
  • Have a Call to Action button and a Contact Us button easy to access
  • Be polite and timely in your responses to client contact/engagement
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