Posts Tagged ‘online marketing’
Monday, February 8th, 2010
Determining your objectives sounds simple. But do you really know what you want? Success only comes after you’ve taken the steps to get there. You want people to recognize, trust, and choose your brand. On top of that, you want consumers coming back for more. Online marketing campaigns can help you reach your objectives; whether those goals are brand recognition, customer engagement, lead generation, or increased traffic to your website.
The swoosh, golden arches, and apple are just a few examples of how companies have effectively built their image in our minds. Strong branding allows your brand to stand out among competitors. Through online marketing, you increase your view to consumers, prominently displaying your brand’s message and engaging them. With the need for transparency being a priority today more than ever before, online marketing is one of many avenues used to remain present in your consumer’s everyday life.
Businesses have three main objectives: make money, save money, and build brand equity. Having access to consumers at your fingertips, literally, will allow you to make an impression on your target audience in real time, actively generate and convert leads, and act in a more cost-effective manner than when utilizing traditional marketing techniques; thus maintaining the main objectives.
As Social Media has taken the stage with many brands, coordinating between your company’s Traditional Online Media and Social Media aims can be confusing. Social should be viewed as online PR coupled with brand management, engagement and active advertising and messaging. When defining your goals or strategy, engage a mediator that will help you keep on target while educating you on key concepts that you or your company may be unfamiliar with. Also, keep in mind that there are both Quantitative and Qualitative metrics within online Media and Social Engagement. They vary by industry and company – you’ll want to define them as a baseline for your projects.
Obtaining your objectives, once you have clearly defined what they are, can be a simple process. If your online marketing campaign raises brand awareness, generates leads, converts leads, or engages your consumers, then you have met your metrics for success.
Tags: audience engagement, brand strategy, online marketing, online objectives, social media
Posted in Branding, Marketing, Small Business News, Strategy | No Comments »
Tuesday, November 17th, 2009
Online marketing will help you find networking events that will generate in both business and buzz! Using online marketing to uncover offline networking has proven to be a success for any business, no matter what size. Investing in online marketing will increase your network, but make sure to stay updated about face-to-face networking opportunities. A great way to do this is by attending networking events related to your industry and primary objectives.
Here are some great sites that offer a wide range of industry related seminars, news and most of all networking events.
 Mediabistro: Offers seminars, webinars and networking events for media professionals all over the country. Also a great resource for new trends, jobs and news related to media.
Manhattan Chamber of Commerce: Provides extensive website and source for research with a separate events section that collects and presents a number of events cross a wide variety of industries.
Meetup: The world’s largest network of local Meetup groups. Allows anyone to start a group where the objective is to meet face-to-face and cultivate common interests.
Starting your own Meetup group is a great and cost-effective way to promote your business, engage in more personal conversations and cultivate relationships that could possibly lead to new business ventures. Use your online marketing channels to promote your group’s meetings and events. Increase engagement and conversation about your business by utilizing both offline and online networking!
Apart from connecting with potential opportunities at networking events, your online network can also provide you with feedback so you can adapt to the market and your consumer’s behavior. Let the online network function as a market resource that informs you what works and not before the information does any harm to your business!
Tags: Manhattan Chamber of Commerce, Media Bistro, Meetup, networking events, online marketing
Posted in Marketing | No Comments »
Thursday, November 12th, 2009
The monetary benefits of online marketing have recieved a lot of attention lately. Sure, online marketing can increase your ROI and expand your market share–but there are other benefits to taking your marketing to the online world. Marketing online vastly increases the scope and diversity of your audience, but decre ases their attention span. So here are a few quick tips to make generating buzz about your compay online a breeze.
1. Bee Consistent
Make sure that everything from your branding to your content is on point. Since audience members have many different opportunities to interact with your brand, you want to make sure that your brand message is clear, concise and consistent. You don’t want to confuse your audience by sending mixed signals!
2. Bee Everywhere
With so many new online outlets and networks, it can be hard to keep up! But it’s crucially important to use as many marketing channels as possible to your advantage. Determine what platforms are right for you, and be sure to keep updated and relevant information on all of them.
3. Bee Engaging and Interactive
Online marketing provides you with the opportunity to engage with your customers on their turf. Don’t be afraid of this unfamiliar territory. Dive right in–explore, interact and, most of all, have fun getting to know your consumers! They’ll appreciate your time and attention.
4. Bee Unique
With so many other brands out there, you want to make yours stand out! Your audience now has the power to determine their brand experience, so creating a fresh, unique and relatable perspective is key. Following these tips will help your brand bee a winner on the online market!
Tags: bee, buzz, Marketing, marketing platform, online marketing, public relations, small busness, social media, Strategy
Posted in Marketing | No Comments »
Monday, November 9th, 2009
 There are several ways to measure and track the successes and challenges of your online marketing. But, before you dive in and implement these tools and tactics, there are a few steps that must be taken.
1. Define Success
In business, “success” is subjective and what may seem to be successful for one campaign may be seen as detrimental to another. Ensure that members of your team (and your client!) have a solid grasp on what success means for the particular campaign on which you are working. Does success mean a high number of hits to your website? Or does it mean positive response from the community? Will you measure success by lead conversion, traffic or a combination of the two? Set goals that are measurable, realistic and specific and communicate these goals with your team in a public space.
2. Choose your Tools
With so many options for tracking online success, it is imperative that you choose a tool that is right for your company. For example, Google Analytics allows users to set and track goals. But, there are many other tools that measure a range of variables. To determine which tool is right for you, consider the metrics you would like to measure and why each is important. Find one tool that measures all of your outlined metrics, or find several tools that measure them individually. Either way, set up a system that works for you.
3. Create a Results Report
What good are results if they aren’t shared with your team or client? Determine a system for communicating whether your goals have been reached to your team. Celebrate success (however you define it!) and brainstorm solutions in instances when goals are not met. Measuring campaign progress will create a spirit of team work, and perhaps throwing incentive into the mix will create a little friendly competition that increases productivity! Share success with clients and members of your network through a newsletter. Get advice and feedback from your network using social media.
When tracking goals and measuring success, communication is key! Results are no good if they are kept to yourself and goals can not be met unless they are defined. So, before you set your goals talk to your team and client–but above all, aim high and the sky is the limit!
Tags: goals, Google, Google Analytics, metrics, metrics report, online marketing, results, success
Posted in Marketing | No Comments »
Monday, November 2nd, 2009
 As we constantly move towards a society where daily tasks such as paying the bills, ordering food and shopping for clothes are being performed online, new opportunities to approach, reach and target your clients are beginning to emerge. Online marketing has a number of benefits, especially for small business owners. It’s fast, efficient, environmental friendly, but most of all, it’s cost-effective!
Besides the obvious benefits of eliminating mailing and printing costs, here are some important factors to take into consideration.
The two-way communication process. The feedback from your consumer makes it easy to adjust and update your online campaign. If you notice that certain copy or images needs to be changed, this is an easy fix. Imagine doing a print campaign and realizing along the way that you’re not getting the results that you’re looking for. The cost and time it would take to make the necessary edits would probably mean a financial setback for your business.
To receive feedback from the consumers while doing an offline marketing campaign requires the consumer to mail or call. People don’t have the time to do this and valuable information gets lost. Online marketing allows clients to have an ongoing communication with the actual company, and most importantly the company can very fast adapt according to their audience.
Another way to track the results of your campaign is to set up SEO keywords. The campaign can get customized and constantly updated based on your consumer’s reaction and feedback.
There are numerous communication channels to be utilized in online marketing. The primary channel is the web, but also e-newsletter, social media platforms audio and video. Speaking of email marketing, there’s nothing easier for a potential client to forward and/or share the email that is being sent out. Today, an increasing number of companies are integrating social media with e-marketing. TopRank’s online marketing blog featured an interesting post about the so-called “Share to Social” (S2S) link t hat can be imbedded in an email marketing campaign. When sending out an email simply include this link, which tells the receiver to instead of just sending or forwarding the email, he or she should also make sure to share it with more people by utilizing social media platforms. Links to the platforms are imbedded in the email, which makes it easy for the receiver to spread the word about your products and/or services!
Tags: blog, cost-effective, email marketing, Marketing, online marketing, print marketing, Search Engine Optimization, SEO, social media, TopRank
Posted in Marketing | No Comments »
Tuesday, October 27th, 2009
 You’ve built an amazing network of contacts, potential clients and business partners. Great! But, think of your network like a plant–it only grows when it is fed and nurtured. Don’t go sprinkling MiracleGro on your contacts just yet. Networks are fed by information and engagement. So how can you engage your network?
Of course, you can use social media for quick updates and day-to-day engagement. But, don’t forget the power of a newsletter. You can send a mass online newsletter to your entire contact book or you can opt to send a print letter to your inner-circle. Either way works as long as you understand how to effectively position and utilize your newsletter. Here are a few quick tips and benefits to keeping your network in the know. A newsletter can be used for:
News and Information
Keep your network up to date about your accomplishments. A newsletter gives your comp any a chance to shine and showcase its success. Also, keeping your network in the loop about your current projects may peak their interest and they may even lend a hand (or a contact!)
Education
By including relevant links and resources in your newsletter, you make it more interesting and, thus, engaging. Your network will want to read your newsletter if you include interesting facts or links to articles written by yourself or well-known sources in your field. This also reminds your network that your company is a credible resource, with your finger close to the pulse of the industry.
Outreach
Sending out a cheerful and informative newsletter to a wide audience can help you expand your network. If your newsletter is effective and well-written, members of your network may pass it along to their friends and colleagues, allowing you to cast a wider net, increase brand awareness and explore new markets.
Reinforcement
Don’t let your network forget about you! Popping a monthly newsletter in their mailbox (electronic or not) reminds your network that you’re an innovator and expert that is constantly looking out for their interests.
Think newsletters are a thing of the past? Has social media replaced newsletters? Perhaps. But, there is something special about getting a personalized piece of mail that no tweet could replace.
Tags: company newsletter, e-marketing, eMarketing, Marketing, news letter, newsletter, online marketing, online newsletter, print newsletter, small business, social media
Posted in Marketing | No Comments »
Monday, September 28th, 2009
So, you’ve decided to take the plunge and start an email marketing campaign? Great! Now, where do you start?
The first step is to choose the right email marketing platform. With so many out there, how do you know which one is right for you? Think about what your needs are. How often will you be sending e-blasts? How many contacts do you have in your address book? The answer to these questions will help you determine which email marketing platform best suits your needs. Here are a few Perks recommendations.
 Vertical Response
Want to create branded online surveys and direct mailing campaigns to supplement your email marketing? Vertical Response is the way to go. Vertical Response tracks success and results of your vertical marketing campaigns, displaying them in comprehensive reports. So it’s not just a clever name.
Constant Contact
If you have a large address book that you like to keep in touch with on a regular basis, Constant Contact is a great choice for you. With pricing starting at $15 a month, users pay a monthly subscription fee based on the size of your address book. The fee gives you the ability to send out as many emails as you would like to your designated network, making Constant Contact the perfect way to stay in touch!
 Mail Chimp
Don’t be fooled by the silly name. Mail Chimp offers extensive tracking of your email campaigns, as well as the ability to upload your contact book from several major CRMs or from Excel. Mail Chimp provides free “subscribe” forms that can be designed to match you email marketing template and can be embedded directly into your website or blog!
Regardless of your email marketing needs, there is a platform out there that’s perfect for you. This was just a small taste of the possibilities that exist today. So, get your feet wet and jump right in!
Tags: Constant Contact, e-marketing, email marketing, eMarketing, Mail Chimp, online marketing, Vertical Response
Posted in Marketing | 3 Comments »
Thursday, September 24th, 2009
 Direct mailing marketing campaigns are quickly becoming a thing of the past. With the evolution of the digital world, people are spending hours upon hours each day in their email accounts and emailing has emerged as a primary form of communication. Although other media to reach your consumer have arrived on the scene, email is still a great way to stay connected to your clients and the benefits of email marketing are numerous. Email marketing allows you to send your network or current and potential customers information about your business, news updates or promotional offers. Not sure where to start with email marketing? Here are a few tips to get the ball rolling.
1. Choose a platform.
There are several platforms that you can use to distribute your email marketing. Find one that fits your needs and budget. Having trouble picking a platform? Check out some of the Perks recommendations.
2. Determine a strategy.
Ask yourself what you want your email marketing efforts to be used for. What is the end goal? Do you want to send your customers and network news? Promotional offers? Think about who will be reading your emails and the action you want them to take. Do you want them to visit your website? Call your office for a quote? Once you figure out what action you would like to be the result of your campaign, you can lay the foundation for successful email marketing.
3. Brand your email
Whenever you give a consumer information about your business, make sure it’s branded! Carefully craft content that is consistent with your brand identity and delivers the information in an action-oriented and empowering way. Design your email to make it visually appealing and make sure that it matches the rest of your branded materials.
Once your email platform, strategy and branding are in place, you are ready to reach out to your network in a tactical and decisive manner. Check out a few other email marketing tips and tricks to maxamize your email marketing efforts!
Tags: e-marketing, email marketing, eMarketing, Marketing, online marketing, small business, Strategy
Posted in Marketing | 1 Comment »
Wednesday, September 9th, 2009
Traditionally, all marketing is executed with the 4 P’s in mind:
- Price
- Product
- Place
- Promotion
 But with the world of communication rapidly changing, it’s time to build off our marketing foundation to integrate new marketing techniques that are relevant to emerging media. In today’s ever-changing marketing landscape, marketing professionals have more tools in their belts to promote your product or service. Your website, social media presence and even emailing consumers allows your brand to reach its target audience with just a few clicks of a mouse. In turn, consumers can enter your branded world without even getting out of their chair!
So, when creating your brand’s online identity, there are a few more tips to keep in mind. (But, don’t leave the 4 P’s behind!) For your brand to be effectively marketed online, you must ensure your online marketing (or eMarketing) is:
Personalized
With all of the brands that are marketing online today, there is an over-saturation of information and soon enough your potential customer becomes just another face in the crowd. Don’t neglect your consumer! Make your customers feel like the website was made for them. By keeping the needs of your consumer in mind and personalizing your online marketing to fit their needs as often as possible, you will make your customer feel special and important. Once you gain consumer trust, the purse strings start to loosen.
Targeted
All of your online marketing needs to be tailored to a very specific audience. Consumers online have the power to determine their online experience. With the abundance of information online today, consumers can be selective. So make sure that your brand message reaches the right hands. Think about your ideal consumer. What websites would he/she visit? What does he/she want out of their online experience? Targeting your campaign directly to your ideal consumer makes the most of your marketing dollars.
Interactive
Taking your marketing efforts online affords you the unique opportunity to engage with your consumer in a place where they feel comfortable. Start conversations with you customers! Find out why they love your product or service and what they think is missing. Conversation with your consumer can unlock their wants and needs and provide powerful insight to help you improve your brand. Plus your potential customer will have that warm and fuzzy feeling by knowing how much you care.
The business world is shifting, as are the tactics that marketing professionals must use to get the word out about your brand. As modes of communication evolve, it’s important to remember your marketing roots and to adapt your marketing strategy to fit the medium. So, ride the wave of change and bring your brand online!
Tags: e-marketing, email marketing, eMarketing, online marketing, social media, Strategy
Posted in Marketing | No Comments »
|
|
