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“Back to School” Basics for Your Online Marketing Efforts

by: Dana Chen Fischer 

online marketingAs 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!

Yes, Content Is Still “King”

by: Dana Chen Fischer 

content marketing is kingToday’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!

Why You Need a Mobile Website for B2B and B2C Sales

by: Dana Chen Fischer 

mobile website for B2B, B2C business

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 2012 survey 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. Business people 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!

CABB (California Association of Business Brokers) Speaking Event

by: Dana Chen Fischer 

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?

Speaker Bio

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.

San Jose Web Development - See NetEdge's Difference

by: Dana Chen Fischer 

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. 

Ask Yourself:

  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 efficiency? 
  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. 

How Businesses Can Prepare For Facebook's Graph Search

by: Dana Chen Fischer 

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.
Digital Marketing- Facebook Graphic Search
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!

Where is Internet Marketing Going?

by: Dana Chen Fischer 

internet marketing trends in 2012

Know what’s hot for 2012, and prepare your business for these online trends

  • It’s the year for Social Media Marketing. In 2012, businesses will be executing social tactics that are fully integrated into the overall marketing strategy. Every company needs a social media marketing strategy and the right resources to manage it.
  • Mobile marketing is on the go. The increase in smart-phone use and relaxed download caps on mobile phone plans has seen mobile marketing gain momentum. Tablet devices should now be a mainstream consideration in your digital marketing strategy. 
  • 2012 will see a new era of online video content, re-introducing the human element and changing the nature of communication; making it dynamic, interactive and instant. Video will be used more for mainstream online content and advertising.  
  • SEO is going to be complex (if it isn’t enough already!). Competition for Google heats up with Yahoo, Bing, Search.com, and social sites like Twitter, Facebook, and LinkedIn.Getting your business on the first page of search results will become tougher. Mobile search and geo-location will further increase the challenges and surprises for search engine optimizers.

Refresh your online presence for 2013

Tips to Get Your Online Marketing Ready for 2013

It’s time to strengthen your online presence, so that you can take advantage of the emerging Internet marketing trends in the coming year. 
  1. Go mobile. Is your website easy and enjoyable to view on a mobile phone? With more and more Iphones, Ipads and Android powered smart-phones in use, mobile marketing will expand beyond mobile messaging. Mobile email, mobile websites and mobile applications are already viable marketing channels. Make your website mobile-friendly now!
  2. Use video. Video is an incredible way to connect with people online. Video will help your website get “super-optimised” for search engines. A page with video has a strong likelihood of being ranked higher than one that’s purely text-based. With high speed internet and lowered cost of video production, the impact of video in marketing is ever-increasing.
  3. Social Media Marketing is maturing.  Is your website ready to take advantage of the reach and influence of Google+, Facebook and Twitter? With Facebook Credits and social commerce sites such as Groupon, your customers can actually start their purchase decision cycle via these sites. Get ready to harness the commercial value of the Facebook ‘like’ button, since peer recommendation will be more powerful than the push model.  
  4. Is your website optimised for localised searches? Today, every major search engine like Google, Yahoo and Bing is serving up local results to make things easy for online users. Does your business figure in the top ranks of these search listings? Dominating the local space is the stepping stone to big business outside. Make sure your search and social marketing strategies factor in location-based opportunities.
  5. Content still rules. Continue to offer free information to your customers. Paid content will continue to suffer in 2012, and if users can find your information elsewhere for free, then they will go there for it.Your business should go beyond advertising, preaching and pushing products. Be useful to your audienceprovide material that’s useful to them.
  6. Tweak your e-mail marketing strategy. E-mail marketing still remains a proven way to achieve business objectives.  Segmentation and targeting will allow you to deliver a tailored and relevant message to potential customers to give the best possible click-through and conversion performance. 
  7. Upgrade your website. Edit, reword and improve the look of your website to make sure it’s relevant and up-to-date. Set unique titles and descriptions for each page/post of your website, which is critical for SEO, and also for feeding your site into social media channels. Generate an RSS feed so that visitors can subscribe for updates via a feed reader or email.
  8. Set up analytics. Use Google Analytics or something similar to spell out your marketing goals, integrate it with your online marketing programme to see how you are progressing. Evaluate results from your specific online marketing activities (i.e. shopping cart, PPC ads, social media channels, etc.) so that you can see how well each is doing for you.
Ultimately, success in the field of Internet marketing will depend on your company’s ability to provide the best customer experience.If you can build and nurture a real and meaningful relationship with your customers online, success will be yours.

Boosting Your Google+ Presence for Business Success

by: Dana Chen Fischer 

Google Plus Social Network

Google+ has now 400 million registered users (100 million active users in a month) and this figure is expected to get even bigger in the near future. For business owners, this trend means a lot as this provides another yet promising venue to reach prospects, a place to showcase products and services, and, ultimately, to increase return-on-investments. 

To increase your chances for success, you must build high presence in this social network. We have here in this resource some useful tips aimed to give your Google+ visibility a boost.

  1. Catchy link. As you can observe, Google+ URL comes in a series of numbers (the Google+ ID) and this, obviously, is not effective for brand awareness. Fortunately, there are third party services available that allow you to customize your URL so that it becomes catchy. Link-shortening tools such as GPlus.to, GoPlus.us, and Plus.ly are some examples you can use to make a more compelling URL.
  2. Improve the visual component. Let’s admit it - Google+ lacks the visual elements of Facebook’s Timeline. However, you can still improve its visual components to make it more professional or more ‘corporate’. For your profile, you can add a nice header and profile photos that best reflect you and the business you represent. Creating business profile page is also recommended - you can make it as your default page instead of your personal profile. Also, still part of improving the visual component, uploading more photos of your products or services can help make your page more interesting to your contacts/followers.
  3. Use a short, concise, powerful tagline. Because the number of characters for tagline is limited, it makes sense to make it short but concise and powerful. If you try to hover over a link (of a particular account) on Google+, you can see a small preview box that pops up displaying a profile image, tagline, and the option to follow. Notice that only the first five words or so of the tagline appear, so make them count!
  4. Take advantage of the Hangouts feature. If Facebook has Wall, Google+ has Hangouts. It is basically a Google+ functionality / feature that allows users to go for video chat – lets multiple people to converse at once. This feature can be used for your business’s more personalized customer service, a venue to initiate Q&As, as well as roundtable discussions.
  5. Targeted posts. Every time you post something on your account, make sure it targets the intended audience; one type of content might be relevant to half of your contacts but not to the other half. How can you make your post more targeted? Circles are Google’s way of letting you to organize your contacts and deliver more targeted posts. You can separate your regular customers in one circle from the general public. However, you need to bear in mind that you can only sort your contacts if they have added your page in their circles already.
  6. Connect your website to your Google+ profile. Once you have built your Google+ page, it is highly recommended that you link your main website into it. This can be done by adding Google+ badge on your website – it should be placed on a page so that it is more visible to website visitors (usually above the fold). Having a Google+ badge on your website helps build a list of followers, loyal customers.
  7. Optimize Google+ profile for search engines. Your Google+ profile is actually index-able in search engines so it is good SEO-wise; it can appear on SERPs for a particular search query and therefore can bring more organic juice for your website, boosting its ranking.
So, we’ve just given you some simple Google+ techniques. There are more things you can do to achieve better social media experience for your business – you just need to be more creative.

NAWBO (National Association for Woman Business Owner) SILICON VALLEY SPEAKING EVENT

by: Dana Chen Fischer 

Search. Social. Mobile - How these Work Together to Create an Extraordinary Online Presence

search, social, and mobile marketing campaignThe Internet reinvents itself year after year. But unlike designer fashions that are here today and gone tomorrow, the elements of digital marketing continue to stack up. Businesses need to continuously invest in the latest technologies and methodologies to stay relevant online. In fact, businesses that stand out use all the digital marketing elements to leverage their synergies. We will discuss three of the main elements in digital marketing:

  • Search. This is still one of the most cost effective means for B2B businesses to create brand awareness and generate sales leads. Studies show that 91% of buyers go to suppliers’ websites before calling.
  • Social. Powerful social platforms like Facebook, LinkedIn, and Twitter have created a space for customers to have discussions about products and services. Savvy businesses use these platforms to establish dialogs with their customers and to establish trusting relationships.
  • Mobile. With the rise and adoption of smart phones and other mobile devices, the power of the Internet has left homes and offices and has followed customers into the world.

This seminar will show you how to unlock the full marketing potential of the Internet by establishing a robust digital marketing plan and identifying the things to consider when using search, social and mobile. Case studies will illustrate the potential for great ROI. Attendees will take home actionable tips aimed at improving their online marketing.

SPEAKER BIO

Dana Chen Fischer, Internet Marketing ConsultantDana 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 websites to generate sales leads and increase revenues.

Dana holds a Ph.D. in Engineering and has worked in the information technology and semiconductor industries for over 13 years. Her knowledge of computers, Internet and Web usability issues, project management, and business planning and marketing has been a valuable asset. She has managed large application development engineering teams and multi-million dollar software projects for a Fortune 100 company in Silicon Valley.

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.

Contact Speaker

The Dos and Don’ts for Business Blogging

by: Dana Chen Fischer 

Even though increasing organic traffic should be part of your blogging strategy, for your blog to succeed and last long, it is more important to write useful, compelling content for human readers. Here are some reminders for effective business blogging:

Do’s

  • Adding links within your blog posts pointing back to other pages useful to your readers; this also helps for your site’s ranking.
  • See to it that all information you post on your business blog is meaningful, beneficial to customers; your blog should also be updated regularly to keep them coming back - this is imperative in digital marketing.
  • Interact with your audience and this is usually done by replying to their comments, views, opinions, and queries; spams should be scraped out as well.
  • Target niche keywords as this can help, SEO-wise.
Don’ts
  • Do not just feed information about your products - in other words, avoid being too sales-focused or sounds so promotional.
  • Do not use corporate rhetoric, acronyms and jargon that can only confuse your readers, potential customers.
  • Do not put off regular posts and updates as this can negatively affect your online reputation both in the eyes of search engines and your readers expecting for fresh updates.
  • Don not try to micro-manage your brand image – in other words, don’t keep customers in the dark by hiding or censoring some of your business details.

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