No matter how beautiful and functional your grand “old school” website may be, it’s time to face the fact that it just doesn’t play well with today’s mobile devices. So how do you give your business’s online presence the scalability it needs to overcome this challenge?
The answer lies in mobile websites. Instead of trying to squeeze your full-featured main website down so you can shoehorn it into people's iPhones, you need a second website designed just for those handheld mini-computers. This website provides viewers with the essential look and feel of your company while providing easier reading and navigation to suit these devices' screen space and the way they're designed to be manipulated. For instance, large buttons can take the place of hyperlinks to take full advantage of touchscreen functionality. A typical mobile website emphasizes selected interactivity over depth of information to capture leads and boost sales.
But while it’s important to optimize your web presence for mobile devices, that doesn't mean you can let your permanent website slide. There are still plenty of us who prefer to do our serious research (and ultimately serious shopping) with the aid of a nice big monitor, lightning-fast computer, full-size keyboard and comfy office chair. And there’s no denying that a website designed solely for mobile devices will seem seriously limited when viewed on these machines. You'll need to keep your full-featured main website up to date and make sure it complements the mobile site perfectly. Fortunately, when you have online marketing professionals who build and maintain both types of websites with equal skill, you can ensure that each prospects or customer who finds you will enjoy an ideal online experience -- wherever they may be.
Nowadays, Social Media is the buzz words and businesses of all sizes try to figure out how to reach and engage with their customers.
While your Facebook page might have a lot of likes, if your fan rarely interact with your page or your post, your updates will have very slim chance to show up on their feeds due to Facebook’s edge ranking algorithm.
Regardless how active somebody is on the social media, people are all pretty good at keeping up with their emails, soemail marketing is a much reliable way to deliver your message. Email marketing can help with both your lead generation and customer retention efforts, which is why it’s an effective tactic for businesses of all industries.
There are two important components for any successful email marketing:
An Opt-in email list.
Relevant and interesting information that you are sending.
Many companies try to find shortcut and even buy email list; those email campaigns normally have very low open rate and could also be potentially damaging to your company’s reputation. Your domain could be black listed if a lot of email users label your emails as “spam”.
Here are some tips on how to generate your in-house opt-in email list:
●Ask for it: ask and you shall receive! During any customer touch points, you can ask the permission to add them into your mailing list. You’d be surprised by how easily people will give theirs up if you just ask for it. Whether in a physical store or on a website, people are accustomed to being asked for their email address, so don’t worry about scaring anybody away.
●Give some incentive: if you’re having trouble generating a list of email addresses, consider adding some incentive for those who give you their information. Offering promotions, discounts, or valuable information via a whitepaper or webinar in exchange for email addresses will be more successful.
●Run a contest: similar to providing incentives, you could also run a contest and raffle off a product, service, or just a popular item. All you need to do is to have people submit ballots that include their email address - if your prize is good enough, you’re sure to generate a decent list of contacts.
●Friend referral: once you do start sending out communications, a great way to grow your database is to get subscribers to ‘Forward to a Friend.’ Put a ‘Forward to a Friend’ link in all of your newsletters and drive subscribers to a page where they can type in their friends’ information and you’ll instantly add to your list of contacts!
Email marketing still plays an important role in today’s digital marketing mix, so use it even if it’s not the latest “thing” out there; it’s one of the most effective digital marketing strategies.
The digital marketing landscape has taken on an
astonishing degree of richness and complexity in recent years; this “transit map”
developed by Gartner resembles a dynamic big-city subway system more than
anything as idyllic as a “landscape.” What trends can we see and project from
this picture, and how do they affect your business? Let’s take a quick look.
According to an Adobe
white paper posted by the Guardian, content marketing was rated as a top priority
by 38 percent of study participants in 2013, up from 21 percent the year
before. Mobile optimization was prioritized by the same percentage. But to get
the most out of both of these strategies, the posted/distributed content must
be relevant, shareable over social media and other media channels, and ideally
reusable instead of one-off pieces. Mobile optimization,
social media engagement, and
targeting/ personalization all rated as the three “most exciting” opportunities
among participants’ digital marketing efforts.
Another important trend is what the study refers
to as “marketing automation,” which involves
creating processes to send the right pre-created marketing data to the right
prospects at the right point in the sales conversation. Twice as many 2013
study participants were excited about marketing automation compared to the 2012
numbers. The Adobe paper also notes that an increasing number of businesses are
working on “omnichannel” marketing, with more and more brands trying to
reach out to the mobile device user. It’s all about convergence,
or making all your digital marketing efforts work together in a unified,
congruent message. Here at NetEdge
Marketing we have a number of programs and features in place to help you do
just that. So don’t let your business become a still life – contact the digital
marketing experts at NetEdge and let’s put the picture in motion!
As our kids go back to school, they may have to catch up on everything they forgot before they can really move forward with the new semester. By the same token, if your company’s digital marketing has been “sleeping in,” it may be time for some schooling in the following areas:
Brand identity - Has your online brand become watered down through a few too many new products or unrelated marketing ventures? Do you need to regain the coherent persona you once had? If you’re still a relatively young company, has that persona come together for you yet? You must present a consistent brand across all your media channels.
Mobile marketing - We say this a lot, but we’ll say it again: Mobile matters. If you haven’t taken steps to develop a mobile-friendly website, you’re probably losing business to others who have. It’s a smartphone world now, and you need to be there!
SEO - Search engine optimization is a moving target, especially when Google keeps changing its methods for computing your online relevance and competitors scramble to one-up each other online. Do you know how to make multimedia channels such as YouTube work in your favor? Do you have someone monitoring your optimization rates?
Relevant content - Search engines and prospects both respond to a steady stream of original, relevant content. Do you issue online press releases and feature stories to promote your exciting new events? Do you keep your blog updated with engaging and useful posts?
If your digital marketing fell behind over the summer, make sure it makes the grade by studying up on these important subjects. Or better yet, entrust it to the experts here at NetEdge Marketing. Our skill in all of these areas can help you move your business to the head of the class!
Today’s Internet is a busier virtual universe than ever. Businesses just like yours are making use of an increasing number of online media options to promote themselves, generate leads and convert visitors into buyers. High-speed connections and hardware allow you to captivate viewers with high-definition video, crystal-clear audio and full-motion graphics -- even over a tiny smartphone screen. With all these multimedia bells and whistles, does old-fashioned content marketing still make a difference? Apparently it does.
A recent survey by MailOnline shows that marketing content played a major role in the advertising and marketing of 70 percent of all U.S. business brands in 2012. For marketing agencies, the number reached 77 percent. 83 percent of those businesses created their own unique branded content for posting on their websites and/or distribution in email campaigns. 69 percent of them also distributed that content via other channels such as social media. And despite the proliferation of video as a popular media format, written articles edged it out as the form of content marketing with the highest ROI.
What’s the secret of content marketing's success? It draws people in. By giving viewers fascinating information and solutions to your target market’s challenges without pushing for a sale, you encourage them to read more, reach out with questions, and give serious thought toward current and future purchases. You also build a loyal following, on that trusts you to provide a wealth of fascinating data on subject matter that they truly care about. Last but certainly not least, regular production of fresh marketing content gets the attention of the major search engines and helps boost those search rankings. If you need help creating and distributing this sort of content,contact digital marketing consultant at NetEdge -- we can take the entire process out of your hands!
Sure, a mobile website optimized for handheld devices is a great way to snag prospects on the go. But does it make more sense for B2B companies or for B2C companies? The answer is -- both!
B2B and B2C marketing strategies may be somewhat different, but they agree in some interesting areas. For instance, a 2012survey by Ascend2 indicated that B2B companies emphasized quantity/quality of leads, while B2C companies were more interested in converting leads and driving traffic to their websites more effectively. But the same study showed that both kinds of companies relied heavily on email marketing, with organic search and PPC marketing coming in not too far behind. All three of these strategies have a major impact on your average smartphone user’s daily online experience. Think about it: When you’re away from your PC, do you check email? Do you run quick web searches for something you need to know or buy? Do the sites you land on include clickable paid ads and listings?
It’s important for B2B companies understand that business owners feel less shackled to their office computers than ever before. Entrepreneurs are running their soon-to-be global empires from the local Starbucks, while an increasing number of facilities experiment with telecommuting and mobile commuting. Businesspeople who travel frequently rely on their mobile devices to feed them up-to-date information on the fly instead of fumbling with their laptops. And take note, you B2C companies: These very same people have lives outside of their work. They shop, they run their kids to and from school, they go out with friends -- and where they go, their mobile device goes.
Whichever crowd you want to attract, mobile marketing experts at NetEdge are ready to help your mobile marketing mobilized via a mobile-friendly website. Your audience awaits, wherever they may be!
I have met people who swear that they will never click on the link on the right-hand side of the search results page, because they know those are the sites that pay money for those clicks.
It’s true, Google/Yahoo/Bing and other search engines result pages show paid search listings on a shaded background or on the right-hand side. But statistics data shows that these paid search Ads can be very effective and normally result in a quick and easy way to turn on your lead flow.E5PNPG2Y6DKQ
Of course, your potential customers are not only searching on their desktop, they are also searching on multiple devices such as tablets and smartphones. In addition, there are other criteria that differentiate searches including the time of day and browser version to name a few. Google is aware of the growing complexity in the ways that your potential customers are searching for your products and services and has recently updated its advertising product, Google AdWords, to reduce the complexities involved in managing multiple campaigns.
New Google AdWords – Enhanced Campaigns
The new feature in Google Adwords called Enhanced Campaigns will make the task of managing all types of campaigns easier. In the past, one had to setup separate campaigns for each digital device and manage the bidding process independently. Now the integrated campaigns can managed across all devices based on parameters such as a prospects’ location, time of day, when a query is to be ran, and the type of device used. The ability to run contextual, multi-device marketing campaigns that can be measured to a granular level can add significant value to paid ad campaigns.
Key benefits include:
Ability to integrate and run a single campaign across multiple devices
Create targeted ads based on devices used and location of search
Measure the impact of various ads across devices
For businesses this is great news since paid campaigns will become much more flexible, easier to launch, less time consuming, and best of all, cost-effective.
To make sure you won’t single out any group of your targeted prospects, your business needs to consider broader digital marketing tactics beyond PPC.
Below are a few suggestions:
SEO Strategy: Paid Search Marketing is quick and easy, but attention must still be paid to Search Engine Optimization (SEO) because more than 80% of clicks go to the organic search results links. If your website doesn’t have a position there, your competitors are eating your lunch. Your organic search results landing page will have a measurable impact on your overall strategy.
Segmented & Targeted advertising: Normally you don’t have much control regarding which page will be listed under the organic search result however, with PPC you can direct search traffic to a specific landing page. This can greatly improve the overall conversion. So if you have specific conversion goals or a call-to-action item, consider this feature from paid search.
Look at Both Paid Search and Organic Search Data Together. Compare data gathered from both your organic and PPC campaigns to understand your buyers’ behaviour and optimize campaign effectiveness.
Dana's presentation, "Search, Social, & Mobile Marketing for Business Brokers" fits nicely in with the theme of the CABB Annual Productivity Conference, since past participants value the unique opportunity to network, share information with one another, and re-invigorate.
She's invited to talk on Friday March 22nd at the Embassy Suites in Napa California. It's a true pleasure for Dana to share with the business community and where better than Napa?
Dana Chen Fischer is the president of NetEdge Marketing and is a certified advanced Internet marketing consultant. In her work as an Internet consultant, Dana's focus is to help small to midsize companies leverage their website to generate sales leads and increase revenues.
Dana frequently speaks to business conferences, companies and organizations such as Silicon Valley SCORE, San Jose State University, Key Point Credit Union, National Association of Women Business Owners (NAWBO), and Construction Finance Management Association (CFMA), California Business Broker Association (CABB) on the key benefits of digital marketing.
Every few months, Facebook releases a new feature which users seem to either love or hate. Many of these features are thought to improve the user experience, but few offer ways to improve how businesses interact via Facebook. With Social Media replacing other traditional marketing mediums, it is very important for companies to embrace Facebook and other Social Media networks. Some of the latest feature additions on Facebook include, timeline, better integration with Instagram, and more recently Facebook graph search. If used correctly Facebook's graph search offers a way for digital marketing companies to promote companies in incredible ways.
In early January, Facebook released a new feature called graph search. This new feature allows Facebook users to search through photos, places, people and even very specific interests of members. This allows users to search for things like, “who are my friends in Los Angeles”, or “What are some restaurants that my friends like”. This is an incredibly powerful digital marketing tool which combines the huge benefits of social media with the ease of a search engine. Facebook is looking for users to come to their site for more than just to look at photos and status updates, but to find restaurants and other information which can be very valuable to companies looking to gain new business online.
Internet marketing consulting companies are already starting to take notice of this new feature. Unfortunately, this feature is only in beta now, but Facebook has indicated that it will begin rolling out to all users within the next few months. As people begin to use it more, the data will become much more detailed and useful, hence the graph search name. In digital marketing, it is very important for companies to constantly stay ahead of all of the latest Social Media trends so that these businesses are not left behind as the Internet marketing world is constantly changing. Once this feature is widely used on Facebook, it will allow Internet marketing consulting companies to target these very defined searches to give their clients an easy way to reach highly targeted customers. Imagine if you are a Mexican restaurant in San Jose and could show up in searches for “best Mexican restaurant in San Jose” on Facebook. This could be a way to greatly increase traffic to your web site and ultimately to your restaurant.
While many companies are excited about this new feature, it is important for Facebook users to understand that their privacy settings will not be affected by this new roll out. Facebook has not done the best job of disclosing all of their privacy settings in the past, so they have made sure to give users complete control over how their information appears when other users are performing searches with graph search. All of these privacy settings are configurable in the familiar privacy settings portion of Facebook. Users will have the same level of flexibility when it comes to controlling how much of a Facebook profile is accessible by others when using this new feature.
Facebook's graph search is thought to be one of the most business friendly features to be added to this popular Social Media network in quite some time. If you are looking for a digital marketing company to take your Internet presence to the next level, make sure that they are well versed in Facebook's new graph search technology. With the proper implementation, this new technology can mean increased business for your growing company!
Earn Big Returns with an Effective Web Site Marketing Plan
What does your web site do for your company? If you
answered anything other than, “Increases profit,” the web site is a
liability. Grab the lion’s share of online customers looking for your
products and services--or your competition will. Learn how by answering
The Five Questions.
Five Questions You Need to Ask Before Investing in Web Site Marketing
You wouldn’t pay a contractor to build a new office
building for your company until you were certain that the construction
would more than pay for itself by meeting your current needs and
anticipating future growth. In the same way, an investment in web design
and development needs a solid plan before construction begins.
1. What do we want the web site to do for our organization? Start your site’s web design and development by
analyzing your company’s web site marketing objectives. Do you need to
establish your company’s branding and image online? Increase
sales? Bring in more leads? Reduce operation costs and improve
2. Who do we want to attract to the site? Know who your target customer is and exactly what
they’re looking for. Then work with your web site development consultant
to implement strategies that capture the prospect’s attention and lead
them to your site.
3. What do we want the visitor to do when they arrive at our web site? Contact you for more information? Get a quote? Make
a purchase? The web site development and design should appeal to
visitors, build your credibility, overcome any hesitations they may
have, and entice them to act immediately.
4. How will we know what marketing strategies are successful and what need to be improved? A solid web analytics program gives you detailed
information about the success of your internet marketing campaigns--who
is visiting, where they’ve come from, what they’re looking for, how they
behave on your site, and much more. Most web developers can implement
web analytics technology in a web site, but it’s essential that your web
analytics strategy includes an expert who knows how to interpret this
information, see how it fits with your web site marketing objectives,
and make effective recommendations.
5. Technology changes rapidly. How do we keep our site current and relevant? A vital part of an effective web design and
development strategy is planning for future growth and changes in
technology. Your internet marketing consultant, like other trusted
business advisors, should create a web site that anticipates changing
technology and easily accommodates it. They should also conduct regular
evaluations of your site’s status, and make recommendations to ensure
you stay on top of the competition.
Do you have more questions about marketing your
business online? NetEdge's expertise and dedication to helping our customers
achieve their internet marketing objectives sets us apart.