Category : Marketing Strategy

Your Reputation Management in One Blog

Reputation Management in one blogRemember the good old days of the internet? You know, the times when you could just stuff a ton of keywords into a blog post and sit back smirking, knowing that you ‘d kill the SERP almost immediately?

Those days are long gone, and we can thank creatures like pandas and hummingbirds for that.

But that doesn’t mean blogging, as a whole, is dead. In fact, it’s a vital part of a reputation management strategy. Each post you write has the potential to bump something nasty that’s written about you or your company.

But you will need to amend your strategies if you’ve been leaning on the techniques that worked during the Ye Olde Internet days. Here’s my plan.

Let’s consider a fictional company that’s been writing blog posts in order to combat an attack about customer service. How should this company blog? We’ll take it step by step.

A reputation management blogging schedule
Get ready to fill up your blogging schedule!

Step 1: Pick the Right Topic
Reputation management blogs tend to be keyword driven. Writing like this is a lot like working on a puzzle.

keywordsAs Quicksprout so eloquently puts it, successful web content isn’t about smashing in one specific term. It’s about substance. What is the underlying message you’re trying to convey? How are you trying to persuade or help or win over your readers?

Writing like this means thinking about people, not numbers. You’ll put yourself in the seat of the person who will read your blog, not the computer system that will serve up your blog.

How to Do It
Our fictional blogger needs to serve up posts that contain keywords about customer service. Those posts need to entertain or inform or educate. The blogger could consider:

An entry about the concept of customer service through the ages
A listicle about companies that assist with customer service complaints
An introduction and infographic based on a customer service survey conducted by the company
A research-driven analysis of how customers define good service
These aren’t your run-of-the-mill blog entries about great customer service at XYZ company. They’re in-depth ideas, spurred on by a keyword, and taken to the next level.

Step 2: Cover That Topic Completely
There are tons of articles out there about how long blog posts should be. The team at Buffer suggests, for example, that the ideal post length is about 1,600 words. While Medium says the best posts can be consumed in about seven minutes (which might be a handy little figure for people working up posts that include videos and infographics with few words).

These benchmarks can be helpful to consider, as they make it clear that short entries just won’t get the job done. But it’s important to remember we’re not striving for length. We’re looking for engagement.

I could easily make this post climb to the 3,000-word mark if I crammed in a ton of extraneous information about other blogs I’ve written or places I’ve gone in order to learn about blogging or the computer setup I’m using right now in order to write this blog entry. In theory, all of these little add-ons relate to the topic I’m writing about. But how much would they tell you about writing for reputation management purposes? Nothing at all.

An ideal blog will be just long enough to cover the topic completely, leaving a reader with no unanswered questions about that topic. And it won’t contain extra information that adds nothing to the knowledge profile.

How to Do It 

Our fictional blogger will need to:

Fully research the topic. What are the underlying metrics? What do others say about the issue? What do readers say in the comments section of other published blogs on that topic?
Outline the topic. What are the key points? What’s a must-know takeaway?
Write to the outline.
Edit for consistency.
Reread 24 hours later, before publishing, in order to determine that the above steps are complete.
Note that there are no steps in here about word count or reading time. Instead, the emphasis is on good writing, done well.

Connect for reputation management success
Are you blogging in order to reach this guy? Or are you blogging for a computer?

Step 3: Aspire to Engage and ConnectEgaging and connecting
The easy, slacker way to fill up a blog with content is to scrape it from another place or create gateway pages that contain duplicate content with just one or two keywords of difference. As Google makes clear, this content is considered thin. It doesn’t add value for a reader, and it doesn’t make for compelling or interesting consumption. It’s blogging for an algorithm, not a person.

A truly compelling post contains an opinion or research or analysis or all three of these things. It’s different from any other content floating around out there. It really does provide value.

How to Do It
Our fictional blogger will be on the lookout for extensive copy/paste techniques. If those writing fingers start to itch to steal content from somewhere else, or if the writer’s brain can’t come up with something new to say, there’s no reason to keep on blogging. Taking a walk, chatting with a friend, or nap can break the block and return the writer to productivity.

Tools like Copyscape can also be a vital part of the editing process. It’s time to head back in for revisions if the writer finds the content is almost entirely present in another place on the web.

Step 4: Repeat ONLY When You Can Recreate
How often should you blog? An in-depth analysis from Hubspot suggests businesses should blog early and often. Companies that publish more than 11 posts per month get a lot more traffic than those that publish less frequently.

But here’s the thing: With thin Google penalties very much in play, it makes sense to blog only when you can do so in a comprehensive and robust manner. You’ll need to make sure your blogs are spot on, every time, in order to reach and convince your potential readers. In my opinion, writing well once in a while is much better than writing poorly every day.

The company is emphasizing what Rand Fishkin calls 10x content, or content that is so amazing that it’s worth the wait, and that means Moz may not publish every day. And in an experiment to test traffic, there was no huge dip on days in which there was no new content.

If Moz can do it, so can you.

How to Do It
Our fictional blogger might set a calendar in which the blog is updated once per week, with data that’s truly epic and amazing and written over the course of an entire week. If that schedule works and the writer has more to say, an additional day could be added.

Getting Started
If you’ve been blogging every day, filling up your pages with thin content inspired by reputation management keywords, just stop. You’ll probably spend the same amount of time, but you’ll get much better results in return.
Start Here
Let’s consider a fictional company that’s been writing blog posts in order to combat an attack about customer service. There are tons of articles out there about how long blog posts should be. I could easily make this post climb to the 3,000-word mark if I crammed in a ton of extraneous information about other blogs I’ve written or places I’ve gone in order to learn about blogging or the computer setup I’m using right now in order to write this blog entry. The easy, slacker way to fill up a blog with content is to scrape it from another place or create gateway pages that contain duplicate content with just one or two keywords of difference. You’ll need to make sure your blogs are spot on, every time, in order to reach and convince your potential readers.

To Higher Profits,

Alex, MPeMG

Special Thanks To: GoGraphics.com for the images displayed.

FREE Marketing on Facebook that Delivers Results

Want to increase online sales, build brand awareness and promote your products? Read on …

Facebook MarketingFrom global leading brands that boost TV advertising campaigns with Facebook engagement, to growing businesses that host creative online offers to keep fans excited, any business, small or big, can use Facebook as a marketing tool.

Social media platforms such as Facebook bridge the gap between consumers and businesses, improving communication between them and leaving brands with a better understanding of their audience.

Whether you are a freelance graphic designer, successful independent restaurant or a globally recognized brand, Facebook should be at the top of your marketing strategy.

FACEBOOK GROUPS AND PAGES
Facebook groups and pages each have their own strengths. Groups are ideal for intimate communication in communities, to discuss a topic and to share opinions and ideas. Pages are designed to help businesses, professionals and organizations create an authentic presence online to represent their values. Therefore, creating a Facebook page for your brand or business is the first step towards getting yourself noticed on the social network.

KEY STEPS TO PROMOTING YOURSELF, YOUR BUSINESS OR A BRAND ON FACEBOOK
Suggesting your page to friends, putting up signs in your bricks and mortar store, adding a Like button to your website wherever possible will all contribute to page growth.

However, the most noticeable change in Likes will be as a result of the content you post on your page.

Let’s look at ways to optimize your Facebook marketing effort for free, by identifying your audience, creating compelling content and analyzing your strategy.

IDENTIFYING YOUR TARGET AUDIENCE
Having a clear understanding of your target audience will help your tailor your Facebook posts to provide them with content that will interest them. Most brands have customer profiles outlined through authorized data collection, but as a growing online business, taking time to identify your ideal customer will help you to find more of them.Facebook Targeting

HOW TO IDENTIFY YOUR AUDIENCE:
Create a description of your ideal customer. Decide on age, gender, personality, occupation, hobbies, spending habits, likes and dislikes.

Locate your online audience. Which websites interest them? What are they reading? What are they likely to search for online?

Determine their end goals. What is it about your product or service that they like?

Write a more detailed outline of each identifiable customer. Give them each a name and back story. Write a short day-in-the-life of paragraph about each one that you can refer to.

Those are just a few questions to get you started. There are literally hundreds of customer profiling templates online that can help you build a more comprehensive portrait. Piecing together a clear picture of who you’re ‘talking’ to online will help determine the tone for each post and what customers are likely to respond to.

CREATE YOUR FACEBOOK CONTENT STRATEGY
A Facebook content strategy is a daily outline of page updates scheduled for the week or month ahead, which include things you want to promote or share.

You know next week you will be posting a blog post about an exclusive time-limited offer available on your websites online store which will start on Saturday and finish on Monday.

For your Facebook strategy you could schedule the following: an announcement of the upcoming offer on the Thursday before, share a link to the blog post on Saturday, and post a product image on Sunday evening as a reminder to those who haven’t already taken advantage of the offer that it will be ending the following day.

Map out your Facebook strategy by determining your monthly or weekly goals and devising daily content around it. Remember to look at your customer profile to find ways of working in content that would interest them.

Your goals may be to drive traffic to your online store, to increase your reach and Page Likes, or to build brand awareness. You might find that your goals are ALL of these things, so a strategy is central to creating posts that get attention and get results.

ANALYZE YOUR PROGRESS WITH FACEBOOK INSIGHTS
With your page in place and content being published regularly, you can measure your success using Facebook Insights. Facebook’s easy to use analytics service helps you evaluate different aspects of your page.
Facebook Insights
Tools such as Engagement, Page Likes and Post Reach help with tracking your best-performing content by discovering who’s engaging with you, and at what time. Use these tools to find out what’s working well, write your own best practice, and then replicate it.

These steps are simple, but it takes an active page to make discoveries that lead to growth.

TAKING YOUR FACEBOOK MARKETING TO THE NEXT LEVEL
Advertising and marketing on Facebook is BIG business. Company’s small and large are gaining huge followings and profits using this powerful marketing tool.

Facebook groups and pages each have their own strengths. Pages are designed to help businesses, organizations and professionals create an authentic presence online to represent their values. Creating a Facebook page for your brand or business is the first step towards getting yourself noticed on the social network.

There are literally hundreds of customer profiling templates online that can help you build a more comprehensive portrait. Piecing together a clear picture of who you’re ‘talking’ to online will help determine the tone for each post and what customers are likely to respond to.

 

Happy Facebook-ing,

Alex, MPeMG

 

For more questions and information about this topic, please visit our contact us page on our website

www.MPeMG.com/contact-us

LinkedIn Has A Publishing Platform???

strategyLinkedIn Has A Publishing Platform???

I’ve always said you don’t have to be anointed as an influencer to build online influence! It’s up to you to contribute to your audience, share valuable experiences, and create solid content that shows your thought leadership.

The LinkedIn publishing platform gives you the opportunity to expand your reach in a major way. Since all LinkedIn members have access to the platform, it’s critical for you to create high-quality content that differentiates you.

Your published posts show up at the top of your LinkedIn profile.

With the LinkedIn publishing platform, you can follow other publishers and build your own followers in the process. While your LinkedIn followers have the potential to see your LinkedIn posts, they aren’t official network connections. (It’s similar to LinkedIn’s current model for following LinkedIn-appointed influencers.)

Any posts you publish on LinkedIn are tied to your professional profile and show up near the top of your profile. This means your thought leadership insights are showcased when someone views your LinkedIn profile.

The first post we published to LinkedIn helped me attract over 200 new followers, and my profile views were up 38% week over week! These stats tell me that the LinkedIn publishing platform is going to be a great place to share longer-form, thought leadership content.

#1: Create Valuable, Attractive Content

Before you start posting, have a plan in place. What content is most useful for your audience? Is your post too salesy? Although there’s no formal editorial process, LinkedIn makes it clear that sales-oriented content won’t be tolerated (after all, that’s what the advertising platform is for).

LinkedIn has some helpful guidelines in their Help Center about what to publish. This is a good reference for understanding how to frame your content so it resonates with and adds value to both your established audience and your potential audience (which will now be even greater than your existing LinkedIn network).

Make sure your posts are scannable.

The general guidelines we’ve seen (including LinkedIn’s) recommend keeping posts between 400 and 600 words and publish weekly. However, you could certainly experiment with these parameters and determine what works best for you.

Like other social networks, people want to consume information quickly. Make it easy for them by creating scannable, attractive content. A few best practices are using a compelling headline, placing an eye-catching image at the top of your posts, bolding important text and breaking up longer paragraphs.

Feel free to enhance your articles with YouTube videos or content from SlideShare to make them as interesting and useful as possible.

When you’re ready to write an article on the LinkedIn publishing platform, it’s pretty easy. Go to your LinkedIn home page and look for the pencil icon in the box at the top where you would typically share an update.

When you click the pencil icon, you’ll see the publishing editor. This is where you create your post.

LinkedIn’s publishing editor is very simple to use. It’s similar to the WordPress editor or Microsoft Word. You can type or paste your text into the editor and format it right there.

Does your LinkedIn post have a bio section? You’ll need to create a bio at the end of each post. Your bio should include a sentence or two about who you are, what you do and who you help, a link to your website or blog or even a specific call to action.

It’s a good idea to make the most of all of your resources. In my bio below, I’ve linked my name to my Google+ profile, and on my Google+ profile I added LinkedIn to the list of sites I contribute to. This ensures that Google picks up my authorship profile for my LinkedIn posts.

Be sure to create a bio section at the end of every post you publish!

Before you hit Publish, please be sure to review your post and check it for grammar and spelling (the Preview option is helpful here). But if you don’t catch everything, you can go back and edit your post any time.

#2: Share Your Post Everywhere

To maximize your reach and engagement inside and outside of LinkedIn, share your post on LinkedIn, Twitter, Facebook and Google+. If you have a LinkedIn company page, share it there as well (assuming your post is relevant to your company page’s followers).

This kind of aggregate social networking adds credibility and encourages more shares and engagement across the social web. In turn, all of that engagement sends social signals to Google’s search algorithm and can help increase your visibility in online searches!

 

#3: Manage Your Post Comments

You’ve written a useful post, you’ve promoted it far and wide and people are reading it. After all that effort and exposure, don’t forget to check your comments!

In the Comments section of your post, you can respond to and interact with members who are leaving feedback or starting a discussion.

Don’t forget to respond to comments on your posts!

In most cases, those who commented on my posts were people I’m not currently connected to. That means the post is getting visibility beyond my first-degree network, and yours probably will too. Unfortunately I did see one or two spam comments when I posted, but you have the ability to hide and/or flag these.

#4: Evaluate Content Performance

LinkedIn immediately starts to show you the number of views, social media shares and comments your post generates. I admit that it’s exciting to see those metrics changing right before your eyes in real time!

Use your LinkedIn post metrics to determine how well your content is resonating with your audience. As you build your professional content library, compare your posts to see which ones outperformed others.

When you have a feel for what’s working for you, take some time to review the posts of your favorite official LinkedIn influencers and your competitors. Evaluate their posting schedule and which posts got the most views and engagement. Consider how you can use similar tactics for your own success.

Evaluate what your favorite influencers are writing about.

Seeing what’s working gives you an idea of what people are responding to and you may want to consider using similar topics or how-to’s that appeal to your own audience.

Learning from the LinkedIn influencers who have gone before you can help you craft a more successful content strategy of your own!

Keep Your Existing Blog!

It’s critical to remember that LinkedIn’s publishing platform shouldn’t serve as your content publishing hub. It’s a place to syndicate and further showcase your existing professional content from your blog.

Remember, you don’t own your LinkedIn presence or the content associated with it.

I recommend publishing the original post to your own blog first, then publishing it to your LinkedIn profile in its entirety.

You may want to vary the two posts a bit, however. Perhaps write your blog post to your specific audience or niche, and when you publish it to LinkedIn, change it to appeal to a broader audience.

The LinkedIn publishing platform is an important part of any marketer’s content strategy. I think it will be interesting to watch the network grow as an online content destination for professionals.

Why Small Business Saturday Is Important To You

Founded six years ago in response to small business owners’ most pressing need– getting more customers during the busy holiday shopping season– Small Business Saturday has quickly earned its’ stripes among holiday traditions. Additionally, consumers spent $14.3 billion at local and independent businesses on Small Business Saturday in 2014, and this year the hype and buzz surrounding the day seems to have only increased.Small Business Saturday

From Shops to Spas to Salons and More

Year round, shopping small is widely encouraged among communities and businesses alike thanks to the ‘Shop Small’ message that is branded with Small Business Saturday. This message is supported by all types of small businesses– including restaurants, cafes, spas, fitness studios, community art foundations and more– making it a day for small businesses, communities and consumers alike to look forward to. As a small business owner myself– and admittedly, a huge fan of shopping small– I know first hand the strength that a nationally recognized message can offer a small business owner, and it’s for this reason among others that Small Business Saturday has continued to see extraordinary success and growth since it first came to be in 2010.

The Shop Small message is recognized year round, with Small Business Saturday– the Saturday following Thanksgiving each year– becoming an increasingly popular holiday tradition.

With free marketing resources, event guides, online ads and more available at ShopSmall.com, businesses can utilize these resources as part of their Small Business Saturday planning– making it a nearly turn-key experience. This easy to implement strategy combined with the national attention that Small Business Saturday generates is something any small business can appreciate, helping to make their job of having a successful Small Business Saturday that much easier. Interestingly, however, some businesses and communities have yet to be a part of Small Business Saturday due to the confusion as to whether or not it’s necessary to accept American Express. As the founding partner of Small Business Saturday, American Express created Small Business Saturday to celebrate and support small businesses, while welcoming any business to be a part of the day. Their goal was simple yet their dreams were big. They wanted to help drive more attention to small businesses during one of the busiest shopping seasons of the year, and fortunately for small businesses across the country, their idea has, in fact, become a big, big deal.

History Tells Us It Works

Among the small business owners who has had success with Small Business Saturday include store owners Bill Jette and Dixie Carroll of Rhode Island based J Marcel. Last year, Jette and Carroll saw more sales on Small Business Saturday than any day of the six and half years that the store has been in business. In 2014, there were 174k Small Business Saturday tweets on November 29, 2014– last year’s official Small Business Saturday – and 356k total tweets in the month of November in 2014, as identified by Union Metrics.

Expanding on this, the fourth-annual Small Business Saturday Consumer Insights Survey recently released by the National Federation of Independent Businesses (NFIB) and American Express identified that supporting local small businesses continues to be a priority for shoppers nationwide. This is good news for those planning to support Small Business Saturday– now entering its sixth year– with 55 percent of U.S. consumers reported that they are aware of the day, making this the highest figure yet recorded. Possibly even more exciting, however, is that 83 percent say Small Business Saturday inspires them to Shop Small all year long.

Small Business Saturday puts these businesses in a position to not only survive but more importantly to thrive year round.”.

Expanding on this, NFIB CEO and President Dan Danner explains that “Small Business Saturday has grown every year and it’s been a big boost to Main Street America.”.

Additional key findings from the Small Business Saturday Consumer Insights Survey include the following:.

45 % of customers plan to spend more on Small businesses Saturday this year than they spent last year, which is up 38 % who intended to spend more last year.
Almost two-thirds (65 %) plan to spend at least $100 at small, independently-owned retailers or restaurants on Small Business Saturday this year.
77 % of customers aware of Small Business Saturday plan to go to one or more small businesses as part of their holiday shopping.

Shopping Small on Small Business Saturday.

With the U.S Small Business Association reporting that 28 million small businesses in America account for 54 % of U.S. sales, it’s no secret that small businesses are big business. Year round, small businesses shape our communities and neighborhoods thanks to their unique charm, characteristics and one-of-a-kind personas, and it’s these attributions that help make Small Business Saturday even more important to support and celebrate. Putting small businesses center stage on Small Business Saturday is the least we can do as customers for businesses and the people who work within them who do so much for us year round.

As a small business owner myself — and admittedly, a huge fan of shopping small– I know first hand the strength that a nationally recognized message can offer a small business owner, and it’s for this reason among others that Small Business Saturday has continued to see extraordinary success and growth since it first came to be in 2010.

As the founding partner of Small Business Saturday, American Express created Small Business Saturday to celebrate and support small businesses, while welcoming any business to be a part of the day. Expanding on this, the fourth-annual Small Business Saturday Consumer Insights Survey recently released by the National Federation of Independent Businesses (NFIB) and American Express identified that supporting local small businesses continues to be a priority for shoppers nationwide. With the U.S Small Business Association reporting that 28 million small businesses in America account for 54 % of U.S. sales, it’s no secret that small businesses are big business. Putting small businesses center stage on Small Business Saturday is the least we can do as customers for businesses and the people who work within them who do so much for us year round.

To Higher Profits,

Alex, MPeMG

A special thanks to Dan Danner, NFIB & American Express OPEN

Organic Vs. Paid Traffic & Which Works Best

Is it better to use paid search (PPC) versus organic search marketing? Sounds like a simple question, but the answer is much more complex. Both methods have specific benefits and drawbacks. Let’s discuss some major differences and consider the best approach.

Organic vs. Paid traffic Image
According to ComScore, search engine users conducted 18.6 billion explicit core searches in April 2014. That number excluded searches without specific intent to interact with the search results. The search engine result pages (SERPs) likely provided a mix of both organic and paid rankings.

Both organic and paid (PPC) have distinct advantages and drawbacks. Knowing them will allow you to get the best return for your search marketing dollars. As you will see, combining them will often result in a better click-through rate (CTR).

Paid vs Organic Search

Organic Search: Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Marketers use SEO and content assets to get high search engine rankings. That’s because the advantages of organic search are dependent on visibility.

Organic Search Benefits:
Trust and credibility: With high search engine rankings comes a perception of credibility on the part of searchers. High search rankings imply industry authority and leadership. This perception translates into more trust and a greater likelihood to click-through to the site.
Evergreen: If the content that ranks high is evergreen, then the rankings will also have a more evergreen presence. The specific listing may rank high long after the content was created.

Ranking: Once you get high rankings, it’s easier to keep those rankings. You get authority status and build the trust of users and search engines.
Click through rates: For “top of funnel” search terms, I.e., don’t show immediate purchase intent, the click-through rates are better for organic search results. That’s very important for businesses that have a longer buying cycle.
Inbound marketing: An organic search strategy requires marketers to develop the content assets to achieve it. This is important for higher involvement purchases. Users interact with content as they move down the purchase funnel.

Organic Search Drawbacks:
Time: Depending on the competitiveness of the keywords involved, it may take months or years to get high rankings. Can you wait that long?

Resources: Getting high rankings requires both creating content and using SEO tactics to achieve it. That can be difficult, frustrating and time-consuming. Either internal staff or external contractors are needed for both these functions.

Paid Search (PPC): Paid search results are advertisements. The advantages and drawbacks of paid search are often the opposite of organic listings.

Paid Ads (PPC) Benefits:
Time: Unlike organic search rankings that can take months or years, paid results are placed at the top of rankings as soon as you pay for ad placement.
Targeting: PPC campaigns can be tailored to reach specific audiences. Examples of segmentation include geo-targeting, income, age, educational level, marital status, industry, etc.

Click through rates: Searches using terms that denote high purchase intent such as product or brand-specific keywords will get more clicks than organic results. The advantage of paid search can clearly be seen in the Internet retailers MarketLive Performance Index data. For the year 2013 as a whole, PPC accounted for 36.5 % of search traffic but an outsized 47.9 % of revenue from search.

Paid Ads (PPC) Drawbacks
Cost: The more competitive the keyword, the more the bid price is for each click on the displayed ad. Paid search requires a level of expertise to manage these campaigns. Otherwise a lot of money will be spent to attract unqualified traffic.
Momentary: The ads disappear as soon as you stop paying for them.
Distrust: Consumers don’t always trust paid ads and often avoid them. They place more trust in organic rankings.

Click through rate: Except for high purchase intent searches, users will click on paid search listings at a lower rate than organic search listings. Organic listings have more credibility with search engine users. Organic rankings will get more click-through rates for “top of funnel” keyword search queries.
For many businesses, the best approach is a mix of both organic and paid search results. The advantage of this approach is that organic rankings give a business credibility and evergreen search results.

Paid Vs Organic Search Rank

According to a Google study, paid search ads with an accompanying organic search result only occur 19 % of the time, on average. Nine percent of the time a search ad shows with an organic ad in the top rank. Google’s results showed that 50 % of ad clicks did not replace the clicks on the first organic search listing when the ads didn’t appear.

The Bottom Line

So, should you use paid search or organic search for your marketing? It depends. It depends on your marketing needs. It depends on which method gives you the best CTR or ROI. Whether paid or organic search is better depends on purchase intent displayed by the search query. What we do know is that “together is better.”.

Is it better to use paid search (PPC) versus organic search marketing? Organic Search: Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Click through rate: Except for high purchase intent searches, users will click on paid search listings at a lower rate than organic search listings. According to a Google study, paid search ads with an accompanying organic search result only occur 19 % of the time, on average. Whether paid or organic search is better depends on purchase intent displayed by the search query.

Score BIG with Christmas in July!

Christmas in July

We’re heading into the seventh month of the year and that means retailers can already imagine the ka-ching! of cash registers, the warehouses full of inventory and the cheery holiday marketing campaigns characteristic of the year’s most profitable season.

While the year-end shopping madness is still months away for consumers, Christmas is already here for retail marketers who are designing decoration and merchandise layout schemes, deciding what gets marked up (and by how much) and choosing their loss leaders. They’re also hard at work planning marketing campaigns for print, radio, television, desktop-based Web and, increasingly, mobile messaging campaigns they hope will entice consumers to spend more than they did last year, which was $579.8 billion in the U.S. alone.

Capitalizing on Christmas, Starting in July

According to recent research from Juniper, retailers are forecast to spend $55 billion on mobile marketing by 2015, almost twice as much as they’re expected to spend this year ($28 billion). Much of that will be spent on year-end marketing extravaganzas. In order to justify that extra spend, retailers need to measure how customers engage with mobile messaging and which messages are driving those customers to purchase leading up to the holidays and beyond.

As mobile devices become ever more entrenched in consumers’ daily lives, they’re increasingly used to:

-Research product specs and read customer reviews
-Compare prices
-Engage with interactive promotions
-Redeem coupons
-Make purchases

Retailers need to be analyzing each of these actions. That’s because consumers’ taps and swipes reveal their personal needs and wants as they interact with each of these messages. This is actionable business intelligence that can be used to create mobile messaging that is relevant, timely and far more likely to result in a conversion and sale.
Action Analytics: Gleaning Valuable Business Intelligence from Mobile Customer Interaction

Action analytics looks at deep, real-time granular data including number of messages opened, time since last open and opens resulting in goals such as registrations, purchases or social shares.

Once armed with this valuable information, retailers can create targeted mobile messaging, be it “to-device” like push notifications or “on-device” like in-app alerts that can be A/B split tested. And they can draft multiple versions of a single message and send them to significant samples of their target audiences.

Using action analytics and optimization, retailers can send the message that drove the most conversions in the sample to their whole audience segment. They would then retarget those who didn’t open the message– or opened it without converting– with revised messages featuring a different tone, a more enticing offer or a more urgent call to action.

These techniques can maximize the ROI of mobile messaging during the holiday season by telling retailers which messages are resonating with their customers and enabling them to offer personalized deals and experiences that matter at moments of maximum influence.

Using the Right Tools to Get Mobile Messages

Targeting, testing, retargeting and tracking: this is the process retailers can employ to ensure that their mobile messages are timely and relevant. As an example:

Fresh Threadz, a children’s apparel retailer, is looking to drive in-store holiday sales of the Dope Dudz boys’ clothing line through a mobile email campaign. After identifying the audience segment it wants to target (moms with young sons) the retailer creates the message copy and adds some visual design elements.

The retailer then split-tests three versions of the message. When the results come in, it’s clear that the shortest message, which clearly communicates the savings on offer in an adult tone– rather than the kid-friendly tone that one version of the message had– are the ones driving moms to redeem the offer. It sends the top-performing message to the whole audience segment.

About 40 % of those who received the messages went on to purchase some of the Dope Dudz clothing line for their sons. Fresh Threadz knows it can do even better, because the line has been featured on a popular kid’s TV show and is much in demand among grade-school boys. It retargets moms who didn’t open the original email or who opened the email but didn’t buy with an extra five percent off redeemable only over the next week.

By retargeting, the retailer manages to boost its campaign’s sales effectiveness by another 15 %. It continues to retarget, with each round of messages producing new sales. The campaign’s success means that Fresh Threadz will be split testing and retargeting on campaigns year round.

Mobile Messaging Effectiveness All Year Round

Effective and engaging mobile campaigns are possible for any retailer during the holiday season– as long as the messaging is measured, tested, tracked, retargeted and measured again for an optimal outcome.

Retailers’ competition for consumers’ attention– and their dollars– is at its fiercest during the holidays, and consumers are faced with messages coming from every direction and channel.

By adopting an action analytics plan that includes A/B split testing and multiple rounds of retargeting, retailers can ensure that, in today’s hyper-crowded mobile world, their messages are the ones that get noticed– and acted upon– during the holidays and all year round.

In order to justify that extra spend, retailers need to measure how customers engage with mobile messaging and which messages are driving those customers to purchase leading up to the holidays and beyond.

That’s because consumers’ taps and swipes reveal their personal needs and wants as they interact with each of these messages. The retailer then split-tests three versions of the message. When the results come in, it’s clear that the shortest message, which clearly communicates the savings on offer in an adult tone– rather than the kid-friendly tone that one version of the message had– are the ones driving moms to redeem the offer. It continues to retarget, with each round of messages producing new sales.

Happy (Digital) Marketing,

Alex

About Our Agency

MatchPLUS eMarketing Group would love to help you increase your online traffic and customers. We specialize in getting your business noticed by your ideal audience…

Our goal is to provide you with a stellar products & services in a prompt and timely manner. We love to over-deliver!

Digital Marketing, or eMarketing, can provide YOU with an unsurpassed marketing advantage. eMarketing includes both direct response marketing and indirect marketing elements using a range of technologies to help connect YOUR business to YOUR customers.

eMarketing includes Web, Social Media, Video, and Local SEO Marketing. The combination of all these factors results in an improved ROI and ultimately, more customers, happier customers, and an improved bottom line for your business.

MatchPLUS eMarketing Group will provide a uniquely researched eMarketing campaign tailored to fit ANY budget. Let us help to place you DIRECTLY in the path of those who are searching the web for exactly what you have to offer! We put your message DIRECTLY in front of the people who need your specific products and services.

We also specialize in helping you market your video-commercials as well. This includes getting your videos noticed on YouTube, Google, Facebook, and more.

Give us a call or send us an email today. We look forward to working with you.

Phone: (412) 374-1558

Email: JKubicek.MPeMG@gmail.com

Contact Us
MatchPLUS eMarketing

Group 212 Gotham Lane,

Suite 100 Pittsburgh,

Pennsylvania 15146

412-374-1558

7 Ways To Multiply Your Customer Growth

Do Your Customers Trust You-

As a business owner it is important for you to build trust with your customers, clients, employees and other business acquaintances. Trust takes a long time to build but can be broken in mere seconds. When trust is destroyed you open yourself and your business to bad vibes, game-playing and other underhanded tactics.

If you haven’t placed much stock on trust in your current business, you should take a step back and look at this issue. How trustworthy do you think you are, and how much trust do your customers place in you?

Use the following points to improve your trust ranking and build better relationships in your business. They can also be used to regain trust too.

Understanding and Empathy – try to look for things that you have in common with people and then build trust from there.

Being Honest and Open – don’t be scared to show your true emotions and viewpoints. Of course be receptive to other people’s opinions too.

Be Genuine – show people that you care.

Have Respect – you need to respect yourself and others and treat people as equal. Do not blame or criticize anyone or make them feel guilty.

Listening – really pay attention to what someone is saying and demonstrate that you understand them. All it takes is a quick nod in agreement to achieve this and trust will quickly build.

Best Interests – learn how to take other people’s interests into account, not just your own. Look for solutions so that everyone becomes a winner.

Being Reliable – when you promise to do something, follow through and get the task done. Don’t make promises that you have no intention of keeping.

Think about how you can take these principles and apply them to your business practices. If you promised to look into something for a customer, actually follow through and do so. Even if you don’t locate what it was they were looking for, at least you made the effort and tried. This will no doubt be totally appreciated by them and helps build trust and respect.

Sometimes mistakes happen or you sell or refer a product that isn’t suitable. When this happens be honest and tell your customers or clients that you made a mistake. This helps demonstrate solid business practices along with trust.

If you truly want to run a business with honesty, integrity and trust then take steps to build relationships with everyone you meet on a day to day basis.

 

Talk Soon!

Alex

MPeMG

Contact Us

MatchPLUS eMarketing
Group 212 Gotham Lane,
Suite 100 Pittsburgh,
Pennsylvania 15146
412-374-1558

Why We Don’t Need Office Space Anymore

Where's Your Digital Office Space Image

That’s where we had meetings, saw our coworkers, and just got work done. New technologies allow us to “connect to work,” meaning that all we need to get work done is an internet connection. Employees are working from co-working spots, cafes, and home offices all over the world without ever having to step foot into a corporate office.

There are 8 reasons why our reliance on corporate offices is dwindling.

Collaborative technologies

New technologies are allowing employees to “connect to work,” meaning that the only thing we need to get our jobs done is an internet connection. Additionally collaborative technologies allow us to work while we are on the go from our mobile devices.

New generation of workers

This is a generation that doesn’t know what it’s like to get 200 emails a day while sitting in a cubicle. Organizations need to adapt to this employee.

A more attractive workplace

Chances are that if you were to ask someone if they would rather work from an office or from their home, they would say their home (or co-working spot). In a recent report released by my company Chess Media Group we found that 90 % of workers believe that an organization offering flexible work environments is more attractive than an organization that does not. For organizations that want to attract and retain top talent it almost seems essential that employees not be required to work full-time from an office.

Companies save money

Employees save time.

Companies spend a massive amount of money on real estate space to house their employees. Companies also have to spend money on office equipment, internet, amenities, and a host of other things.

Commuting is a big issue for many employees around the world. According to a report from the United States Census Bureau 600,000 employees in the U.S. travel 90 minutes and 50 miles to work (each way) and 10.8 million employees travel an hour each way.

Employees are more productive

There are numerous reports which cite the fact that employees who work from home are actually more productive then those who work from an office. Global Workplace Analytics has perhaps the most comprehensive set of data around this with numbers ranging from 600 billion dollars which are wasted each year on workplace distractions to figures showing that national productivity would increase by $334 billion to $467 billion a year through telecommuting.

Improved quality of life for employees

A few years ago researchers at Umea University in Sweden found that “couples in which one partner commutes for longer than 45 minutes are 40 percent likelier to divorce.” Work is already one of the leading causes of stress for employees and on top of that we throw on the stress that comes from commuting. Employees could spend that time being or working with family members or loved ones instead of sitting in a car.

New workplaces

Over the past few years we have also seen the rapid emergence of co-working spaces where employees from different companies can rent desks or offices near where they live (or where it is convenient for them). In addition, some companies are renting out their excess offices to employees of other companies.

In conclusion

I’m sure you can add to the list above as well, but the overall trend is that we no longer need to rely on corporate offices as the only place where we can get work done.

We don’t need to look farther than our personal lives to see why working from an office isn’t always the best approach. Of course many argue that offices are great for fostering communication and collaboration and some offices are gorgeous with fantastic amenities ranging from on-site laundry and massages to childcare and grocery shopping!

We don’t need to look farther than our personal lives to see why working from an office isn’t always the best approach. Instead organizations need to implement more flexible work environments for employees to allow them to decide how they want to work.

New technologies allow us to “connect to work,” meaning that all we need to get work done is an internet connection. Employees are working from co-working spots, cafes, and home offices all over the world without ever having to step foot into a corporate office. For organizations that want to attract and retain top talent it almost seems essential that employees not be required to work full-time from an office.

Instead organizations need to implement more flexible work environments for employees to allow them to decide how they want to work. Some organizations are implementing “pop-up work spaces,” which means that when meetings need to happen they can be arranged at mutually convenient co-working locations where a conference room can be rented for as much time as needed.

Talk Soon,
Alex
MPeMG
Have a question? Just ask! www.MPeMG.com/contactus OR call (412) 374 – 1558

Contact Us

MatchPLUS eMarketing
Group 212 Gotham Lane,
Suite 100 Pittsburgh,
Pennsylvania 15146
412-374-1558

Become a Content Marketer Without Having Published a Thing

Become a content marketer

 

 

Whether you’re a publishing machine like L’Oreal or you have a more modest content marketing operation, who can resist the appeal of valuable content that doesn’t cost a red cent to make?

In a short series of posts, we’ll be proposing a few ways to capitalize on such pain-free devices, starting with earned media and what “they” are saying about your brand in the press.

STEP 1: TRACK IT
If you haven’t done so already, set a Google Alert for your brand so you know when a new story hits. Now you’ll get a notification every time Google finds a new “result” on the topic of your brand.

Don’t wait for an alert. A more precise, immediate tool for tracking your brand’s presence in the media is Google News. A regular search query for your brand and use of Search Tools like filtering by recency quickly identify the latest news on your brand.

STEP 2: ANALYZE IT
While you certainly need to be aware of any discussion about your brand, positive stories will be your biggest content marketing asset for this exercise. In deciding which stories are worth promoting, look for the following:

The quality and prominence of the sites publishing the stories about your brand
A link back to your website
Multiple mentions of your brand
Little to no mention of your competitors’ brands
(Coincidentally, you ‘d be surprised how rare it is for all four ingredients to turn up in a news story– prepare to settle for 2 out of 4 at times.).

STEP 3: AMPLIFY IT.
You’ve identified some great PR for your brand, and maybe you’ve shared it on social media, emailed your contacts, and asked your colleagues to share it to their personal networks.
Read More: How to Create a PR Scorecard for Your Earned Media and Content Marketing.
End of story?

In the old days, pretty much.

One of the advantages to using a platform like Outbrain Amplify for earned media is that each story written about your brand gets two lives: an organic life and and Outbrain life. And in Outbrain life, you can create and test as many enticing takes on a headline as you have time for until you find the one that “clicks” with audiences.

See how your promoted content would appear on a top publisher site.

Which means you or someone on your team has to love writing headlines, or else learn to love it. Not to worry: once you know the tips and tricks on what drives headline engagement, we’re pretty sure it’ll be that much easier to love.

Plenty.

STEP 4: REIMAGINE IT.
Happens all the time: You finally get the feature you always wanted in the premiere magazine in your vertical, and … it’s buried on their site or barley shared or the headline doesn’t entice anyone to click. What should have been the greatest day ever for your brand is tempered with disappointment. What can you do?

For more on that, check out our collaboration with Hubspot, “How to Write Effective Titles and Headlines,” and download the eBook.
These are data-driven, tech-laden times. A platform like Outbrain Amplify can take one positive story and atomize it across the news cycle of other sites with a significant share of your target market.

STEP 5: RINSE, REPEAT.
All-in-all, steps 1-4 probably take between 15-30 minutes a day. With a little practice and a ton of engagement, it may soon be the best 15-30 minutes of your day.

Contact Us

MatchPLUS eMarketing
Group 212 Gotham Lane,
Suite 100 Pittsburgh,
Pennsylvania 15146
412-374-1558

9 Local Search Directories That Are A Must

9 Online Directories That Are A Must

Remember when you had to find a phone book and flip through hundreds of pages in order to find a local business?

The use of Yellow Pages has declined over 50 percent in the last five years. People now conduct quick searches on one of the many popular online directories. Since Internet search is the primary tool to finding businesses today, it’s vital to make sure your business is listed on all applicable online directories.

To get you started, here’s a quick guide to the top 20 online directories and links to their sign-up pages:

Top 20 Places Your Business Needs to be Listed Online – online directories

Google Places for Business

Listing your business on Google Places for Business should be at the top of your priority list. Google outperforms every other search engine by a long shot. In fact, Google receives nearly 6 billion searches per day.

Advantages

-Registering for a business listing on Google is easy and free

-Business listings appear in Google Maps

-Happy customers can leave reviews on your Google+ page

-Create your Google Places for Business listing.

Bing Places for Business

Bing is the second most visited search engine on the Internet. If people aren’t searching on Google, chances are, they’re searching for your business on Bing.

Advantages

-Quick, easy, and free to register

-Add multiple business locations at one time

-Include other content in your business listing like photos, videos, and more

-Create your Bing Places for Business listing.

Yahoo! Local Listing

Yahoo is the Internet’s 3rd most popular search engine, bringing in millions of searches per day.

Advantages

-Yahoo Local Basic listing is free

-Include photos, company description and more for $9.95/ month.

-Get maximum exposure and listed on 40+ other directory listings for $29.99/ month.

-Create your Yahoo Local listing.

Superpages.com is another online directory that is easy to navigate. Superpages.com includes some unique features like cars for sale, lottery results and helpful tips for finding business services.

Yellow Pages is the online version of a modern day phone book. Besides listing your business in an organized directory, Yellow Pages also offers advertising, lead generation services, and online payment options.

Advantages

-Well-organized interface.

-Detailed ad performance data.

-Receives millions of searches per day.

-Create your Yellow Pages listing.

White Pages

is the online equivalent of the white pages in a phone book. It’s a great way to make your business contact information available to over 200 million people.

(However, White pages only publishes once per year, so submitting your listing is crucial!)

MerchantCircle

is an online directory that helps small businesses connect with local customers, and other local small businesses. They offer free marketing tools to help you build your business.

Advantages

-Geographically localized to your target audience.

-Ability to advertise to boost your listing.

-Host a business blog on the site.

-Create your MerchantCircle listing.

YellowBot

is yet another online directory similar to the yellow pages in a phone book. YellowBot provides basic contact and location information about businesses, and allows online reviews from customers.

Advantages

-Easily sign in with Windowslive, Google, Facebook, Yahoo or Twitter.

-Premium Listing opportunity for easy account management.

-Ability to add searchable tags to your listing.

-Create your YellowBot listing.

Yelp

is one of the best places on the Internet for consumers to find a quality review. If you’re looking to tap into the word-of-mouth advertising world, then Yelp is the perfect place to start.Create deals for loyal customers right in your Yelp account.

Advantages

-Send messages to your customers, publicly or privately.

-View business trends in Yelp’s reporting tool.

-Create your Yelp listing.

Hope this answers your questions!

-Alex, MPeMG

Contact Us

MatchPLUS eMarketing
Group 212 Gotham Lane,
Suite 100 Pittsburgh,
Pennsylvania 15146
412-374-1558
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