Category Archives: Online Marketing

Take Back Your Brand’s Positioning Online—What to Say on Social Media

Social media has given brands and businesses a platform to communicate with existing and potential customers globally. It also continues to promote growth and create a leveled playing field for businesses.

While social media plays an important role in boosting online brand visibility, the process of creating content for proper brand positioning can be quite tasking. If you are at a loss of what to say on social media, below are 6 tips on what to say to cement your brand’s credibility, inspire confidence and take back your brands’ positioning online.

1. Stay Positive

For you to attract a positive, motivated and inspired audience, you need to post accordingly. As a brand that desires to be an industry leader, your social media posts should depict and inspire positivity both in thoughts and actions. Always look at the brighter side of life instead of complaining and show the ability to provide direction. This way, you can create a positive image of your brand and achieve your social media strategy goals as people tend to gravitate towards leaders.

2. Stay Within Your Themes

Ensure that you stick to the theme of your brand when creating content for your social media pages. You can use a content calendar complete with topics to be covered and a posting schedule to help you plan your content ahead of time.

For the sake of consistency, establish recurring themes related to your brand and group them in categories. You can then use these categories as guidelines on what to post depending on your content calendar. While staying within your theme is important, you shouldn’t feel limited to contribute to current trends and world events.

3. Give Ideas and Suggestions

Offering useful and valuable information on social media portrays you as an expert in your field and gives your target audience a reason to check out your content regularly. Consider giving ideas, tips, and suggestions related to your brand’s offerings and niche. For example, if you are a photographer, you can post tips on how to choose the perfect photoshoot location.

By being resourceful and providing helpful information, you position your brand as a source of authority on your chosen subject of focus. Valuable ideas and suggestions also make your content more shareable which widens your social media reach and increases your brand’s impact.

4. Involve Your Audience

Involving your audience not only boosts engagements and interactions but helps you improve customer experience in the future, too. Get your audience involved by coming up with polls, contests and giveaways. When running a contest or giveaway, ensure that it is related to your brand to keep away freebie-seekers who have no intention of being loyal followers.

You can also hold a Question and Answer session limited to a specific topic like your brand’s products or services. This is a great opportunity to learn about the needs and interests of your audience and also ask for feedback on your brand’s offerings for future improvements.

5. Give Your Opinion

Being decisive and taking a stand on issues is key to earning respect on social media. However, controversial topics like politics and religion may not be ideal subjects to comment on unless they are your fields of focus.

By voicing your opinions that are anchored on reason, you earn respect from your audience and garner more interest. As much as giving your opinion on social media is great, always listen to the other sides’ point of view and be respectful in your exchanges whenever your opinions clash.

6. Interact with Your Audience

To boost your engagements, you need to interact with your audience. Comment, reply to, and share your audience’s posts especially those related to your brand. By engaging with your audience on a personal level, you reinforce the authenticity of your brand, give it a human face and earn yourself loyal followers while at it. You also get to provide personalized responses to their concerns and learn more about the needs and interests of your target audience.

How to use Remarketing as an Effective Sales Strategy

Not every person who visits your website will become a customer. Remarketing is an effective way of increasing conversions since you’re targeting people who’ve already expressed interest in your brand. This strategy makes it easier to convince them to spend more time and money on your products and services. A successful remarketing campaign involves the following steps:

1. Have A Plan

Planning is essential to the success of any project. Start by defining the aim and objectives of your remarketing campaign. These depend on the type of website and business you run.

If you market physical products, you might be more interested in making sales. For digital products, your goal could be to enroll as many people to your email list as possible. You can then target them via email drip campaigns that have a proven success rate.

Your target includes dormant customers as well as new leads, so your remarketing campaign should have distinct goals for each group. That means creating various ads for maximum effect.

2. Pick an Advertising Platform

Social media sites and search engines are two of the most effective platforms for remarketing campaigns. You can display ads to people on social media who’ve already visited your website. This strategy increases engagement through shares, comments, likes, and other forms of reaction.

The main advantage of search engines is that they follow your target audience across the internet. Even when they’re on other websites, they’ll still see your ads. The more they see your advertisement, the more familiar it becomes. Remarketing ultimately increases the likelihood of engagement.

3. Understand Your Audience

All advertising platforms allow you to segment your target audience using various demographics. If you run a physical store, you can advertise to people who live within a certain radius. You can also target people who’ve checked into stores that are similar to yours.

You’ll have more retargeting options if you’re unrestricted by location. Social media platforms such as Facebook allow you to build pixels depending on your desired audience’s interests. You can also deploy ads based on what actions they took when they first visited your website.

These actions include the number of pages they viewed and whether they showed interest in a particular product. If a potential customer abandons a cart before checking out, you can prompt them to complete the purchase.

4. Create Persuasive Ads

Your ad copy plays a huge role in convincing your target audience to re-engage with your brand. Most ad platforms provide diverse options to make this process easier. They include text, video, and image displays.

Google allows you to show these ads across its display network, including YouTube and Android apps. Most advertisers also have split testing features to compare the effectiveness of different remarketing ads. That way, you can scale up the ones with higher conversion rates. 

5. Deploy Ads and Review Analytics Data

Most advertising platforms have intuitive dashboards through which you can deploy your remarketing ads in a few clicks. They also provide useful recommendations on the most effective ad types for your particular campaign.

Once they’re up and running, you’ll have access to detailed analytics on their performance. You can track both online and offline conversions via various web properties, including websites, phone calls, and apps.

Detailed analytics show you how well your retargeting strategy is working. You can stop running ads where the conversion rate is dismal, and run more where it’s higher. 

Final Thoughts

An effective remarketing campaign will deliver a higher ROI than other marketing strategies. People who’ve already shown some interest in your brand are more likely to convert if prompted.

Results include more sales, a longer email list, higher traffic, better SERP ranking, and increased overall earnings. This strategy can also be tweaked for future campaigns, thereby guaranteeing long term success.

7 Things You Should Know About Online Marketing for Small Businesses

Digital marketing is an integral part of any business’s brand awareness strategy. It allows your online properties to stand out in an increasingly competitive landscape. Due to the several available types of digital platforms, launching your small business marketing strategy might feel overwhelming. However, you can drive a successful digital marketing strategy by implementing the following solutions:

1. Create a Business Website

Having your website boosts your credibility. It acts as your online address because it’s the first place potential customers visit to know more about you. Having social media pages doesn’t necessarily legitimize your company because they’re easy to set up. A website also enables 24/7 access to your services. Even when you’re closed for business, you can still automate chat and email functions. These tools improve the chances of converting leads into sales. A website gives your business a professional and global outlook, no matter how small it is.

2. Social Media Presence

Close to 49 percent of the world’s population is on social media, a figure that’s likely to keep growing. It, therefore, makes sense to use these platforms for small business marketing. Facebook, the largest social media site in the world, is also one of the most effective at growing brands. The type of business you run influences your social media marketing strategy. If you offer professional services such as B2B financial solutions, you’ll need to market on LinkedIn. For more casual businesses such as fashion and entertainment, you can opt for Facebook, Instagram, Pinterest, and YouTube. Through social media marketing, you’re sure to reach audiences based on their declared interests and browsing habits.

3. Invest in SEO

With billions of websites and social media pages already online, what would make you stand out from the competition? SEO gives your online presence a huge boost in search engine ranking. While it can be a long and complicated process, the results are worth it. SEO involves keyword research, building backlinks, improving website speed, performing a content audit, optimizing sitemaps, and removing broken links. For local SEO purposes, ensure you include your business’s name, address, and phone number (NAP). Services such as Google My Business and embeddable location maps also make it easier to market to local customers.

4. Mobile Optimization

More people access online services through mobile devices than desktop computers. Your small business marketing strategy must consider this reality. If you can’t create an app, ensure your business website is responsive so that it’s accessible by all device sizes. Google’s mobile-first indexing gave even more urgency for businesses to take mobile optimization seriously. Benefits include highly targeted content and adverts to consumers, more traffic due to convenience, and increased visibility.

5. Utilize Paid Ads

Online advertising platforms such as Google Ads and Bing Ads offer you a massive advantage. They use cookies, keywords, and other highly targeted methods to market your business. This technique is also known as search engine marketing (SEM). You’re almost assured of conversions because your adverts display to people who have expressed specific interest in your products. These ads also offer you the option of setting a manageable budget, as well as targeting particular demographics.

6. Have Shareable Content

In the past, webmasters would fool search engines by stuffing their content with the keywords they wanted to rank for. As search engines got smarter, they started rewarding sites with useful content and penalizing shallow ones. While quality articles aren’t the magic bullet that will deliver first-page ranking, they play a role in boosting SEO efforts. Include diverse content such as blog posts, social media posts, eBooks, infographics, and case studies. If your content is truly engaging, it may go viral, which will give you a lot of free exposure.

7. Content Marketing Techniques

You must be conversant with the various small business marketing solutions at your disposal. Other than the ones covered above, use email marketing, press releases, and online networking to market to larger audiences. Guest posting not only gives you exposure to new customers but also provides valuable backlinks. They ultimately improve your search engine ranking.

The tips outlined in this article are integral to any successful online marketing campaign. The specific small business marketing methods depend on various factors. They include the type of product or service you’re offering, your budget, and the targeted demographics. You might have to do A/B split testing before you settle on a strategy that gives you the most value for money.

Google Paid Search Tips for B2B Success

B2B products have long sales cycles and buyer journeys as compared to B2C campaigns. The fact that B2B markets are smaller and their products expensive makes it more complicated to execute and manage a successful paid search strategy. 

However, if done right, paid search campaigns can go a long way in positively impacting your business by not only generating more traffic to your website but increasing your revenue, too. To ensure the success of your paid search strategies, here are a few tips that will take your B2B a notch higher.

1. Don’t Overlook Bing Ads

Google is undoubtedly the predominant search engine used by most people, which is why most businesses train their focus on it when carrying out digital marketing. However, Bing is also a force to reckon with that can significantly enhance the success of your paid search strategy. With over 135 million unique searchers and reaching 63 million searchers that aren’t covered by Google, Bing provides a potential avenue to reach a broader target audience and substantially improve the success of your B2B. 

While Google covers a wide range of audiences–a majority being young people–the Bing demographic presents a more valuable audience. The Bing network is mostly made up of 30-year old and above who are well educated and with half of the network earning a household income of at least $75000. Bing Ads are also more cost-effective as competition both is low since most advertisers prefer Google. Since the cost per conversion is low, you can realize results from your paid search strategy without spending much.

2. Consider Audience Targeting

Audience targeting involves segmenting your audience into groups as opposed to focusing solely on the keywords they use when doing searches. You can do this by considering various factors such as age, interests, and income; and then making unique ad copies for these groups. With audience targeting, your ads are tailored to match the needs of a specific segment of your customer base. This ensures that you get relevant messages across to the right people.

Combine keyword targeting with the audience targeting better results. By modifying your bids for specific audiences, you can evaluate the success of your paid search strategies by qualifying your audiences before they even access your site. This allows you to identify potential conversion opportunities and therefore target quality traffic that will lead to sales.

3. Optimize Conversion Rates

While ads may generate a lot of leads and drive traffic to your website, not every person that visits your site will make a purchase. You want to ensure that as long as you are increasing your traffic, you are also converting most of it. One way to improve your conversion rates is by providing pleasant user experience. Conduct regular A/B tests on your website’s elements and improve them. 

You want your visitors to convert, which means your landing page should be impeccable, and your call to action useful to get them to buy. If you have been using images, you may decide to switch to videos and see how it plays out. Also, you should ensure that your website is mobile-friendly for a better user experience. Optimizing your conversion rates can be as simple as changing your CTA or redesigning your landing page for specific ads.

4. Tracking

Tracking and attribution is a great way to boost your B2B success through performance evaluation. It enables you to identify where your sales are coming from by grouping leads and customers to specific campaigns. If you are using different types of content, you may need various methods and techniques for handling the different types of data. The most important thing is getting as much useful information as possible, ranging from leads to conversion rates. 

When you attribute your sales to specific campaigns, you can modify your account based on the strategies that give the best result in terms of lead generation and conversions. You can effectively track your paid search strategies with AdWords, although you may not tell how much revenue you generated.

5. Create Compelling Ad Copies and Utilize Ad Scheduling

For your B2B paid search strategy to work, you need to ensure that your message is delivered in the right manner to the right audience. Crafting a precise ad copy tells your audience what you need them to know and the value you offer. The ad copy should also contain a clear CTA that conveys urgency without being too bossy.

Weekdays and business hours are the best times to schedule ads if you are looking to realize high click-through rates and conversions. Ad scheduling allows you to push your bids during productive hours when chances of conversions are high.

By implementing the above tips, you can get the most out of your paid search campaigns and get value for your money.

What Is the Future of Vacation Rental Marketing?

Vacation marketing is increasingly basing on the idea that clients don’t only pay for accommodation in vacation rental homes, but also the experience. According to reports, Millennials are willing to spend more on experiences, which continues to revolutionize the hospitality industry. 

By giving your customers the best possible experience during their stay, you will get to enjoy a return on experience through repeat customers. You’ll also attract more clients seeking to have a taste of your unique value offering through referrals. If you want your vacation home to prosper in the future and yield more return on experience, here are the vital elements that you should focus on when marketing your vacation rentals 

1. Reviews from Satisfied Customers

Most hotels and rental homes ask their guests to leave their ratings or comments regarding their experience during their stay. This feedback is an asset you can use when marketing your property as everyone wants to associate with a vacation rental home that offers value for their money. 

Positive reviews from satisfied clients tend to provide social proof to potential customers on the quality of your services. What’s more, with the Millennials being the majority of consumers of vacation rental homes, they are more likely to look up online reviews before traveling. There is no doubt; therefore, accommodation providers that leverage positive reviews and high ratings will attract more clients.

2. Services

The key to setting yourself apart in the hospitality industry lies in exceeding your customers’ expectations and providing more than the basic accommodation that they are looking for. Some vacation homes offer facilities that enhance mobility for wheelchair users and the visually impaired, while others provide currency exchange services onsite for international guests. Such extra services show that you are thoughtful and committed to the convenience and comfort of your guests.

Excellent customer service is also a marketing strategy that will endear clients to your property. This applies to every aspect of your interaction–starting from the booking stage to when they finally check-in at your property. The use of artificial intelligence, such as chatbots to address customer concerns, is an example of a trend that seeks to improve customer experience during the interaction. 

3. Leisure Activities

Attracting guests and giving them opportunities for memorable activities will greatly boost your marketing results. This is especially true for family-oriented facilities as they tend to gravitate more towards vacation homes that can cater to the leisure needs of their kids. You can provide the necessary amenities like swimming pools, bike rentals complete with biking tracks, cooking shows, or hosting festivals within the premises for your guests to enjoy. 

Another way is to partner with companies offering leisure activities for holidaymakers. This way, you can earn commissions for every guest from your facility who signs up for these activities. As travelers seek out vacation destinations with thrilling and fun leisure activities, catering to their needs will not only earn you repeat clients and referrals but also an extra stream of income.

4. Location

Most vacation-goers don’t always want to live like tourists holed up in hotels and going to the same “hot spots” as everyone else. They want a place where they can discover hidden gems that they wouldn’t if they had not visited the property. Your location and unique setting are, therefore, vital for your vacation marketing.

Having extensive knowledge of your locality complete with tour guides to give your guests a real feel of their surroundings will go a long way in enhancing the traveler’s experience. Highlighting your in-depth knowledge and the ability to satisfy your guests’ curiosity is therefore set to improve your prospects, and keep more guests coming.

More travelers are prioritizing their need for new authentic experiences and learning new cultures when seeking out vacation rentals. As such, accommodation providers who take advantage of the above critical factors in their marketing are bound to see impressive returns on experience.