Archive for the ‘online marketing’ Category

Social Media 101: Quality Not Quantity

Tuesday, November 5th, 2013

All Social Media Strategists attention! Are you implementing the quality vs. quantity approach in your campaigns? In case you didn’t quality_not_quantityknow how important it is, in the world of social media, it is just as important to create a good first impression as it is in real life. You only get one chance. For digital marketers that already have a few pages, it is highly likely you’ve already seen Spammers at work. Those profiles that comment on your updates with links to their websites? Yeah, those are spammers. And that is the biggest no-no to online marketing in the social media world.

It’s important to remember that the social web is a way into which you can create online communities. Your goal should always be to build and make friendships online, and NOT push out your service/product on others profiles.  This is where the notion of quality vs. quantity comes in.

Campaigns for the People

Your main role is to get conversation going. Keep your posts interesting, stimulating and interesting. A mix of both personal and professional posts should be part of your monthly strategy. It’s important not to push advertising of your product/service all the time. It’s imperative to mix it up with what your clientele is interested in.

SEO SMO

Keyword research is not just for copywriters! Use keywords in your status updates and content that you share is so important for SEO and how people will find your media channels.

Sharing is Caring

Remember to share content that is all industry related. By sharing content or links from other sites you are more likely to create relationships where people will post your content, and thus increasing your reach.

Upkeep of Updates

Keeping your presence consistent is the number one rule of SMO. Do not become dormant, this could kill your campaign and people will move away from your page if they see nothing’s happening. With that said, whether you post 1 or 5 updates a day, remember it’s the quality not the quantity that matters.

Have You Heard? ORM is the Word

Wednesday, October 23rd, 2013

What is ORM?

ORM stands for Online Reputation Management. It is the process of monitoring your online presence. Whether for business purposes or personal, the World Wide Web offers the globe a glimpse into your personal or professional life. For all intents and purposes, you want to be portrayed in a positive light and either eliminate or deal with negative publicity in a proactive manner. That is what ORM is all about.

Negative Online Presence Affects:

  • Sales
  • Reputation
  • Brand
  • Customer Relationships
  • Employees
  • Family

Did You Know?

ORM is not just for businesses. You as an individual can benefit from it too. How so? Well, think of it this way. It is now standard practise for businesses to go online and search for information regarding possible new employees. Personal online reputation management is imperative to ensure you have a positive and impressive profile for prospective hiring. Have you Googled yourself lately? Ensure you know what the internet says about you before your possible future boss does.

Three Levels of ORM:

1.       Monitor Your Mentions

Think of keywords related to your business. Brand names, key employees, products, services etc. From there on, set up a tracking process which notifies you as soon as these keywords are mentioned on the spectrum of the social web world. Google Alerts is a free tool perfect for this purpose.

2.       Respond To Feedback

Once Google Alerts have notified you of any positive or negative feedback online, it is your job to get on and mention and respond to these comments. It is especially important to NEVER leave negative comments without a response. By responding you are showing prospective clients that you are proactive in dealing with any issues and thus protecting your business

3.       Repair Your Reputation

If your business already has a negative online reputation, don’t fret. ORM can aid you in restoring your this.

Online Reputation Management is increasingly becoming a service companies cannot do without. If you do not have some form of ORM, how will you know what people are saying about your business? How would you ensure new clientele will choose you? Invest in ORM for the future success of your company.

 

 

 

Google Throws another Curveball for SEO Fundies.

Thursday, October 17th, 2013

How to master Google’s New Hummingbird Algorithm.                            Hummingbird

Google, yet again, has thrown web content writers and SEO strategists another obstacle. Although this is great news for Google searchers worldwide, it is yet another algorithm adjustment for us web folk to get used to. Introducing… Google’s Hummingbird Algorithm.

Having been implemented over a month ago, if you are finding your site still at a good ranking, you have probably been untouched. However, to make the most of your website and optimise your site to the maximum, it is important to work according to all of Google’s new changes.

The Hummingbird, as it’s now known, deals with Google pulling web ranks according to content. Content that is based with answers to conversational queries. This newest algorithm catches users actual search intent and pulls websites that have content which answers the intent in the best way. Conversational phrases are now where it’s all at.

So now my fellow SEO content writers start thinking along the lines of how your target market would search for your product. Think of examples such as:

  • “How to…”
  • “Where is the nearest…”
  • “Where can I get…”

Adapt your keyword strategies specifically for answers to conversational queries. Use these 3 different approaches to classify your keyword strategies.

  1. 1.       Informational

When users are interested in finding information about a specific topic.

  1. 2.       Navigational

When users are looking for a particular website.

  1. 3.       Transactional

When users are searching for a product within their area.

SEO folk now need to try and determine all conversational phrases related to their specific product or service, and classify into the 3 above approaches. Writers and strategists, start thinking about creating educational content for the informational search phrases. Push your brand name, product name and business name for navigational searches.

Another trick of the Hummingbird trade is to expand your keyword research. It is now important to start paying attention to related keywords, acronyms, synonyms and spelling variants (UK, US, South African). Remember to use these for anchor text and back-linking purposes too.

All in all, this new Hummingbird Algorithm is no train smash. It increases Google’s usability, and even you as a Google user will find the results more satisfying.

 

The Growth of Digital Ad Spend

Wednesday, October 9th, 2013

Mobile ads are catching updigitaladspend

Over the last few years, the rumours of declines within the print industry have been no secret. It has been said that the stresses put on publishers and radio have been immense. However, in 2012, the combined ad space for newspapers and magazines outweighed that of the internet. That being said, it would be ignorant to ignore the fact that we are living in an age where digital is everything.

This post uses data retrieved by Zenithoptimedia, a company that aims on improving the efficiency of marketing spend. This ROI agency is focusing on the US because it is the biggest market for overall ad spends.

Fantastic Figures

Zenithoptimedia predicts that the year-end of 2013 will see digital ad spend being 22% in the United States, and mobile ads 3.7% of the total global spend. The global ad spend growth is projected to reach $503 billion. The figures are foreseeing that amounts going into digital ad spend are only going to increase.

The US has the single largest ad market. The digital ad spend in 2013 is 21.8% ($109.7 billion), growing from its 19% in 2012.

Though it is a growing trend, mobile still remains to be seen as a solid minority. US mobile ads make up 3.7% of all ad spend, equalling to $6.2 billion.

What is driving the most growth in advertising? This is easy to answer. It’s mobile. Mobile ad spend sees a growth by 81% this year in the USA, adding up to 8.4% of total ad spend across all borders. In comparison to this, the internet advertising market is growing by just 16% and sees to comprise 27.8% of total ad spend by the year 2015.

On a global basis, mobile ads have been worth $8.3billion in 2012. 9.5% of internet expenditure and with 1.7% of advertising across all media. Zenithopticmedia goes onto predicting the total rise calculating to $33.1 billion. This would be comprised of 25.2% internet expenditure and 6.0% all other expenditure combined.

The Rise of Mobile

The rapid growth of mobile ads should come as no surprise..  some are in the belief that due to the sales of tablets, it could possibly overrun the sales of desktop PC’s by the end of this year. Smartphones are undoubtedly becoming the primary manner in which people are accessing the net.  Zenithoptimedia does not disclose who is leading the change in mobile ads, but in the past Google has taken first place.

With the rise of Millenial Medias’ JumpTap, Twitters’ MoPub, Facebook Ads and Instagrams’ plan to launch ads, mobile revenues are sure to pick up, dramatically.

Welcome All: Augmented Reality, Say What?

Wednesday, September 18th, 2013

imagesThis innovative and technologically advanced trend is set to hit the world with a force. Augmented Reality Ad Campaigns are Hot Hot Hot! Big brands such as Toyota, Samsung and Heinz have taken to this new way of advertising.

What is it?

Augmented reality allows customers to interact directly with the brand through their smartphones or tablets. Think here of a printed advertisement. Simply point your smartphone at the ad and watch it trigger through your screen into a 3D, interactive video. Talk about futuristic. This advancement has the ability to change the advertising world forever! Riveting stuff, right?

This technology started around 2008, but has only recently hit it off as nearly every person has a smartphone. This mode of advertising, gives the brand an opportunity to directly integrate themselves within the digital and real world.

How Does it Work?

By downloading an app, here I’ll use the example of Blippar, the app uses your camera on your smartphone/tablet to recognise images which have components of augmented reality. It then triggers an automatic response to which is submitted back to your phone, allowing you to interact with whatever the ad campaign is all about.

Have a look at a few examples of this revolutionary ad experience!

Heinz

Maybelline

Toyota

Are you aware of your online rep?

Wednesday, September 18th, 2013

Online.RepThe time is over when companies could keep tabs on their reputation simply through one on one

customer relations. Thanks to the digital age, your company’s reputation is just as important online

as well as in reality. Whether your company is online or not, the important of Online Reputation

Management is real.

 

One of the biggest mistakes companies are doing today, is hiding from the World Wide Web. There

seems to be a mentality that if you’re not feeding your business with social news feeds, you’re safe.

Wrong! It doesn’t matter whether you’re on social websites, your companies name is out there, and

if you’re not careful, unhappy clients could be slandering your name, without your knowledge!

Reputation is so important in a business. Your customers create the success or demise of your

business. By not realising the impact of online reputation, your business is sure to feel the effects.

There are numerous sites on the web that allows clients to speak openly about their experience with

you. It is your duty to manage this and respond to messages that complain and rebuild your online

reputation which directly impacts your reputation as a business on a whole.

If you’re weary of social media, here are a few tips to help you on your way

to having a good OR.

• Online Aid

Facebook and Twitter are amazing tools for your business- Use them! Customers with

queries or complaints can use your page to talk directly to you, and you have the power to

communicate directly to them on a social platform, to which others can see the issue being

resolved.

• Keep Your Cool

Remember the internet is transparent. Ensure you keep a cool cerebellum at all times,

no matter how much of a nuisance your customer may be. Deal with the matter in a

professional manner as you would face to face.

• Brand Ambassadors

As mentioned in point 1, complaints and resolutions are all transparent. Everyone can see

them. Turn your most monstrous client into a happy one and watch as he/she recommends

your business to all.

Online reputation management is real. Companies are now offering services to manage your brands

reputation. This service is one to invest in. Never underestimate the power of the digital realm. Keep

in the loop at all times, and never let your business suffer due to ignorance.

Welcome all, Google’s New Keyword Planner!

Wednesday, September 18th, 2013

Keyword.PlannerSay farewell to Google’s Adwords Keyword Tool and how-do-you-do to Google’s new Adwords Keyword Planner. With the release of this new integrated tool, SEO strategists are left with a huge question mark on their foreheads. Some of the comments on forums haven’t been too welcoming, but let’s weigh up the options in a more enthusiastic manner, shall we?

First things first, let’s point out the new features of this Keyword Planner Tool.

  • One of the most NB features of this new tool is that Google has decided to incorporate mobile devices as part of the default search results. Previously, results were limited to desktop PC’s and laptops only. With the ever-growing technology, users are more likely to search for content through their mobile phones or tablets.
  • With this, numbers tend to be higher.
  • The Keyword Planner combines the functionality of the old Keyword Tool and the Traffic Estimator into a smooth and integrated workflow.
  • This new tool gives data for exact keywords. Users can now upload their own keywords and see how they perform in accordance to the data result.
  • Google is forcing users to identify themselves by having to log on to Gmail in order to use the Planner.
  • The tool divides keywords into suggested adgroups (this is mostly for PPC) but this also aids in assisting you to see which keywords Google deems topically related.
  • Hyper-local geographical search option. This means, not only do results of keyword planning show for say example, South Africa, but users can now narrow their search to more localized searches. So what keywords are Capetonians searching for?

So, how does this new Keyword Planner impact on SEO Analysts and Web Content Writers?

Well, with the new feature of being able to examine keyword research on a hyper-local basis, writers are now able to gain a better understanding of the volume and competition in the general geographical area they are targeting.

With regards to keyword research, Google is striving for users to learn their demographics. The Keyword Planner forces writers to focus on magnetic content, based on what your clientele are interested in and what they want to know about. A great tool to use for this is a social media platform. By providing valuable content, users are more likely to stay on your site for longer, keep coming back, thus improving your sites usability and increasing your websites ranking.

On an overall basis, one may say, “don’t fix what isn’t broken”. However, technology is on a permanent state of evolution and it is important for Google (and every online marketing team) to keep up. The Google Keyword Planner might not seem like a good idea to most, but we say give it a chance- It’s going to help not only you, but more importantly, your business.

 

 

 

Instagram to Launch Paid Advertising

Thursday, September 12th, 2013

Instagram.AdsMany of us are users of this unique and fun photo app. Instagram took the world by storm with their innovative use of photo social media. From filters to #hashtags, the impact Instagram has left on society is enormous. Take a snapshot of your meals, add a filter and become the next Terry Richardson.

Many businesses have made full use of this free application by incorporating marketing and advertising strategies through this fun and free app. Well, here come the conglomerates with their proverbial pin to burst your bubble.

Emily White, the Instagram head at Facebook is already looking for potential advertisers to sign on. Although Kevin Systrom, Co-Founder of Instagram has the final say, White is working with him very closely to rake in the extra dollars through advertising revenue. Instagram has an impressive growth speed. With over 150 million users, 50 million new users in the past 6 months, this growth speed and potential is the hook to which potential advertisers will be caught. White goes on to mention in her interview with the Wall Street Journal that they would like to see this development beginning within the year. Ads will be published under the “Discover/ Explore’ tabs where users see what’s currently trending. The Instagram ads will act as clickable links to the respective direct sites. This hosts a slight issue with White, as she is concerned about the quality of most mobile sites.

Nevertheless, Instagram ads are happening. Keep an eye out and watch the rich get richer.

Killer Content

Wednesday, September 11th, 2013

KillerContent

The Importance of Updating your Content

 

In today’s digital age, it’s not just enough to have good content on your website. Content constantly needs to be new, fresh and precise.

One of the main reasons to update your content is to keep matters relevant. It is so important to be on top of what your target market is searching for. Regular maintenance of your websites content is essential to make sure your clients are getting the very best information. By updating you high quality content, you are maintaining a competitive edge within your line of work. If users of your website get the best experience with you, this will result in maximising on sales as well as improving your online presence.

There are two types of website content:

  • Static – “About Us”, “FAQ”, “Contact” (Not as often updated)
  • Dynamic – “Blogs”, “Articles”, “News” (Updated frequently)

Within the last year, search engines have implemented new algorithms which search for content that is written for the human eye and not robots. The days of counting the keywords you have on a page, are over. Nowadays it’s a different story completely. Online presence is optimised through magnetic web content.

As we are all aware, social media rules the school. It opens up an interactive space for customers to engage with your business and constantly be fed with new updates.

All in all- Remember that high quality, magnetic content is KING of the web!

Facebook removes ads from controversial pages to avoid boycott

Thursday, July 4th, 2013

Facebook has announced a major revamp on their advertising systems to assist with the prevention of offensive content. There will now be new restrictions on where the dedicated advert will appear on the social media network.

Companies like Marks and Spencer and BSkyB suspended their advertising after complaints about their adverts being placed on pages with offensive material. As a result, Facebook are planning to remove any advertising from many of its pages.

Facebook-Advertising

Facebook said, “We recognize we need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups. So we are taking action.”

The social network has decided to implement new processes to determine which pages should feature adverts alongside the content. Adverts will not have any violent, graphic or sexual content, even if this content is not in violation of the specified company’s rules.

It is said that Facebook will create a “gold standard” of approximately 10,000 pages that are suitable for adverts, and then inspect other pages to be added to this list. For now, all adverts will be removed from other pages.

Companies that have been victims to offensive advertising have said that they would be glad to use Facebook again, provided that their advertising would not appear alongside offensive content, or material that would potentially harm their brand.

Image Reference:

Wikimotive, Blog Article, viewed 4 July 2013 <http://blog.wikimotive.com/new-facebook-advertising-brilliant-and-unexpected/>