903, 2017

Marketing Channels for Your Small Business

Advertising, Marketing Advice|Comments Off on Marketing Channels for Your Small Business

From branding to promotions to paid media, there are countless channels you can use to promote your business. We hope these Marketing Channels for Your Small Business inspire you to think of new and different things to try in your outreach.

BRANDING

Branding is more than just visuals. It’s also your brand promise – that is, the promise you make to your customers – and how that promise is communicated throughout your entire business and its corporate culture. The key to branding is consistency. Specific things to think of in terms of branding are:
  1. Merchandise displays
  2. Package design
  3. Pricing (where are you in terms of your competitors?)
  4. Product placements
  5. Reputation
  6. Slogan/tagline
  7. Voicemail/on hold messages
  8. What employees say to customers

STATIONERY PACKAGE

Your stationery package is an important part of how you communicate your brand identity. It will include:
  1. Logo
  2. Letterhead
  3. Business cards
  4. Thank-you cards
  5. Forms

PROMOTIONS

How are you promoting your products and services? Are there promotional opportunities you’re not taking advantage of, beyond a basic sale? These promotions can be digital (enter a code to get a discount in e-commerce) or in-person. The list of potential promotions is enormous, but here are a few ideas to get you started:
  1. Co-op marketing opportunities with vendors
  2. One-on-one personal contacts
  3. Seasonal promotions
  4. Contests and giveaways
  5. Endorsements
  6. Rebates
  7. Coupons and special offers (buy one, get one etc.)
  8. Referral and loyalty programs

DIGITAL

multichannel marketingDigital marketing is everything online or mobile. Your website must be mobile-friendly — if it’s not, getting a new, responsive site should be your first priority — as well as user-friendly. Beyond your website, there are many additional opportunities available in digital promotion. The great advantage of digital marketing is that it’s by far the easiest to track your results — most digital media includes built-in analytics of some kind. Consider the following elements:
  1. Email
  2. Email newsletter
  3. Email signature line
  4. Website
  5. Virtual tours
  6. Videos (including animations, how-tos, promotional)
  7. Client portals
  8. Landing pages associated with a particular promotion
  9. E-commerce (an online store)
  10. Digital ads
  11. Pay-per-click advertising (which is exactly what it sounds like — ads that come up in search engine results, but you only pay if the viewer clicks
  12. on the ad)
  13. Remarketing ads (ads that follow a user around the web)
  14. Mobile ads/geotargeting (ads that appear on your mobile phone while you’re using certain apps, based on where you are)
  15. Social media advertising
  16. Video ads
  17. Banner ads on specific, industry-relevant sites

CONTENT MARKETING

Anything you do that is informational in character, rather than directly promotional, is a form of content marketing.
  1. Blogging
  2. Informational brochures
  3. White papers
  4. Podcasts
  5. Memes
  6. Free downloads
  7. Informational videos
  8. Checklists and how-to guides

BROADCAST

As in all paid media, the key is careful selection of what you buy, and finding a competent media buyer who can help you get the best bang for your buck.
  1. Community/public service announcements
  2. Radio ads/underwriting
  3. Live radio remotes
  4. Television ads
  5. Cable ads

PRINT ADS

Print advertising can be placed in a wide variety of publications.
  1. Advertorials
  2. Advertisements in trade/association publications
  3. Advertisements in newspapers
  4. Ads in alternative newsweeklies or community papers/shoppers
  5. Classified ads
  6. Magazine ads
  7. Ads in directories of professionals, association members, chamber members, etc.

COLLATERAL

Print collateral is anything you print and distribute. Generally, the cost of these is the design and printing; this is not paid media placement, except in the case of direct mail.
  1. Direct mail
  2. Flyers
  3. Handouts/one-sheets
  4. Pocket folders
  5. Preprinted inserts
  6. Product catalogs
  7. Reprints of articles
  8. Booklets
  9. Brochures
  10. Coupons
  11. Print newsletters

OUTDOOR

Outdoor advertising is anything that is a form of signage, whether you pay to have it placed or it’s part of your physical location or equipment.
  1. Billboards
  2. Electronic billboards
  3. Door hangers
  4. Exterior signage (including window or door clings)
  5. Transit advertising
  6. Branded company fleet or equipment
  7. Yard signs
  8. Sandwich-board signs
  9. Vinyl banners
  10. Bumper stickers
  11. Posters
  12. T-shirts or other branded items of clothing

TRADE SHOWS

Trade shows are not relevant to all businesses, but very important to some.
  1. Trade show display materials and banners
  2. Desktop displays

GIVEAWAYS

Be sure to consider what you’re trying to achieve. What you choose as a giveaway will vary depending on your purpose, your budget, and who you’re trying to reward.
  1. Branded tchotchkes (magnets, keychains, coffee mugs, fans, balloons, T-shirts, frisbees, etc.)
  2. Calendars
  3. Holiday gifts
  4. Trade show giveaway items

PUBLICITY

How can you get your name out there and generate positive publicity for your business? Sharing expertise, being civic-minded, or sponsoring worthwhile things are a start. What are you doing that’s newsworthy?
  1. Participating in career fairs
  2. Demonstrations
  3. Event sponsorships
  4. In-kind sponsorships: donating your expertise to a civic project, worthy non-profit or charity initiative
  5. Memberships in local civic organizations: tourism bureaus, chambers of commerce
  6. Networking events (as host or attendee)
  7. Participating in or presenting workshops, seminars and speaking events
  8. Press releases to generate media coverage: TV, radio, print
  9. Speaking engagements
  10. Testimonials
  11. Webinars
  12. Volunteerism: service on local boards of directors, for example

SOCIAL MEDIA

Choose your social media channels wisely for what’s most important to your business. Don’t overlook business websites like Yelp and Manta. Most of these include opportunities for paid promotion, as well as organic reach.
  1. Facebook
  2. Google+
  3. Instagram
  4. LinkedIn
  5. Manta
  6. Pinterest
  7. Twitter
  8. Yelp
  9. YouTube
  10. Snapchat
Let the marketing and advertising experts at ENews Networks help advise you on how to reach more people online! Contact us today to get started.
103, 2017

Advertising with Facebook’s Targeting Options Has Never Been Easier

Advertising, Facebook|Comments Off on Advertising with Facebook’s Targeting Options Has Never Been Easier

Advertising with Facebook’s Targeting Options Has Never Been Easier
Using Facebook’s advertising platform, you can run ads that target people who have interacted with your business already, such as customers and website visitors. Facebook recently updated its Custom Audience feature to help brands create Custom Audiences based on the amount of time visitors spend on their websites, and the days they visited. These audiences can be created from in the Audiences tool in Ads Manager or directly within ad creation, or the team at ENews Networks will get you set up! Fill out the form to learn more about how to use this tool for your small business.
2401, 2017

Turn Conversations Into Sales With Shopify and Facebook Messenger

Advertising, Facebook, Other, Sales and Marketing|Comments Off on Turn Conversations Into Sales With Shopify and Facebook Messenger

Turn Conversations Into Sales With Shopify and Facebook Messenger
Attention Shopify customers: you can now Turn Conversations Into Sales With Shopify and Facebook Messenger! Chatting with customers in real-time is easy with Facebook Messenger.
1509, 2016

Pay-Per-Click Tips for Beginners

Advertising, Instructions, Sales and Marketing|Comments Off on Pay-Per-Click Tips for Beginners

Ever thought about advertising on Google? Pay-per-click (PPC) ads offer an opportunity to pay only for each time your ad is clicked, essentially buying visits to your site. This article on Pay-Per-Click Tips for Beginners offers great ways to get the most out of your campaigns.

ppc-pay-per-click2-ss-1920

Starting to manage PPC isn’t easy. You make your first campaign, get some traffic, maybe even get your first conversion. Then you realize just how much there still is to learn!

Following are three recommendations for every PPC beginner to try.

1. Make use of the Search terms report

One of the biggest mistakes a new PPC practitioner can make is a lack of strong keyword targeting. If you’re bringing in the wrong traffic, it simply doesn’t matter how much time you put into your ad copy, landing pages and offers.

The Search terms report shows search queries that triggered one of your ads, along with data about clicks, impressions and cost. You can use this data to refine and inform your keyword strategy. If a search term is performing well, you can add it to your keyword list and further optimize your ads to capture additional targeted traffic; if a search term is bringing in irrelevant traffic, you can add it as a negative keyword to prevent your ads from triggering for this term.

Failing to identify negative keywords is a surefire way to waste ad spend, and failing to identify potential superstar search queries is going to limit your growth. This is why it’s important to make good use of the Search terms report.

So you’ve never looked at the Search terms report? You’ll get there by clicking on the “Search terms” box from the Keyword tab in the AdWords interface. Search terms have been covered up below, but this is the essence of what you’ll see:

AdWords Search terms report

If a search term you haven’t added as a keyword is generating conversions in your campaign, that means it is being attributed to a Broad or Phrase match keyword that has triggered one of your ads; everything here that has generated a conversion needs to be added as a keyword. That’s the simple version.

Secondary indicators of success that you should be looking at when there aren’t a lot of conversions showing up here are (conversely to what you might think) low click-through rates. If a search term here is relevant, but people aren’t clicking on it, you need to add it as an exact match keyword and put a higher bid on it.

Your general strategy with bidding should be to bid low on broad match keywords and higher on phrase/exact match; what this does is tie relevance to ad spend. With broad match keywords, there is a lot of variance in the searches your keywords could be triggered by; use the Search terms report to find new, highly specific searches where your money will be better spent.

2. Create a Gmail Ad campaign

Do you have competitors? Do your customers use a certain set of tools or solutions that make them a good fit for your product? I’m here to tell you that running Gmail Ads might just be the most effective branding campaign you run.

It can be confusing to start, since most how-tos simply tell you that domain targeting is possible, but let’s try to go step-by-step here.

  1. Create a new Display Network Campaign.
  2. Decide what kind of domain targeting you want to try (e.g.,competitors, partners, adjacent products/services).
  3. Enter domains as keywords; for example, for a new product tailored to people who work in startups, we might enter: angel.co, venturebeat.com, techcrunch.com or entrepreneur.com.
  4. Skip ad creation.
  5. From the ad group screen, click +Ad.
  6. Select Ad gallery.
  7. Select Gmail Ads.
Screen Shot 2016-07-29 at 9.14.45 AM

Now that we’ve discussed the how, let’s take a look at why we would do this. Previously, if you wanted to reach users who were interested in these sites, you might try to enter them as managed placements, use display keywords about startups, or reach them via Facebook Ads by targeting users interested in these sites.

Using Gmail Ads now allows us to take a more direct approach to reaching this audience while also maintaining very low cost per click. One of the weaknesses with using a more standard targeting method (like keywords or interests) is that we are relying on metrics that can be very vague. Getting right to people who are actively engaged with a brand simplifies the process.

3. Focus on keywords with low organic rank

In Google Analytics, if you have Search Console connected (and you absolutely should), you are able to see organic queries, along with Clicks, Impressions, CTR and organic rank. If you have a limited budget and are looking for the biggest return possible, this data can be incredibly useful.

Adding search console to google analytics

Did you link Search Console and GA? Perfect.

keywords-low-rank-low-ctr

Here is where we can start to really make some ground in establishing healthy ROI for our paid campaigns. Of all the keywords above, only #9 (and maybe #1) has a low CTR and poor Average Position; these are the keywords we want to aggressively seek out and add into paid campaigns until they begin to rank better organically. Go deep into your search queries and find the hidden gems.

Your best move may be to export your query data into a CSV and sort by average position. After doing this, simply highlight and pull any keywords with an organic position worse than 5; if this is a huge list, you can narrow down by keywords with a CTR under one percent or impressions over x.

If you’re a small business owner, or if you’re working on a lean paid campaign that is trying to create growth, you should absolutely be doing this. The ROAS of focusing your spend where it absolutely cannot cannibalize any organic traffic should be easily noticeable when you only spend $500 a month.

tj-miller-silicon

The trap you may fall into here is that depending on the size of this new keyword list, you cannot let your performance go unchecked for long periods after doing this. Any time you are adding large buckets of new keywords into your ad campaigns, the volatility that may come in spend and performance means you need to be actively managing your campaigns.

Conversely, if you do have a larger budget, there is evidence that just because you rank well for something organically, it doesn’t mean you should avoid advertising for it. Bing Ads’ John Gagnon, at MN Summit 2015, showed data Bing had analyzed that showed results for organic and paid traffic when running simultaneously or only having organic traffic. Of the increase in traffic that occurred when running ads, roughly half of the increase was in organic traffic. Google conducted a similar study that found PPC traffic doesn’t always cannibalize your organic traffic and was reported onhere.

Go forth and get clicks!

Congrats, beginner! You’re ready to move on to bigger things. Use these tactics and monitor your results for impact. They won’t work for everyone, but they could make a huge impact on your ROI.

-- Article published on searchengineland.com by  on August 24, 2016.
505, 2016

Instagram Videos for Small Businesses

Advertising, Instagram, Social Media, Social Media Tips|Comments Off on Instagram Videos for Small Businesses

Instagram just announced that it's increasing video length up to 60 seconds. This means big news for advertisers, and regular users. How can your Small Business use Instagram Videos to help promote your brand?

Instagram videos

Capturing life in 60 second videos moves the company away from SnapChat shots and closer to YouTube lengths. Instagram videos were formerly limited to 15 seconds. Users time spent watching videos on the platform has increased 40 percent in the past six months. Videos are important to hook younger viewers and younger buyers.

What does this mean for you as an advertiser? First and foremost, you have more time to tell your story and give viewers a sneak peek on your items. You can also sell items on this platform! The new public view counts feature also lends credibility to your video, and urges viewers to watch popular videos with high counts. Bike shop tip: Have your owner walk through your shop and talk about a particular bike, highlighting its features and benefits. Post on your website as well as Instagram!

Need help creating your first Instagram video? Contact the Team at ENews Networks for all your social needs.

704, 2016

Using YouTube for Advertising

Advertising, Social Media, Social Media Tips, Videos|Comments Off on Using YouTube for Advertising

Are you Using YouTube for Advertising? Learn how to use YouTube to attract new audiences. The key is an engaged audience. Look for channels that have high traffic, far reach and a unique, targeted demographic. When you're ready to turn ads on, you'll want to know how viewers, creators and advertisers work together to ensure that everyone benefits.

The Players

Viewers typically come to YouTube to be entertained, learn, and join an interactive community. Viewers are required for making you money! Creators come to YouTube to share, make money, and entertain. Advertisers look at YouTube as way to reach targeted audiences.

Ad Formats

Display ads show up next to your video, but offer lower pay than TrueView ads. They appear only on desktop and laptop computers. You get paid when a viewer sees the ad or clicks on the ad. Overlay ads work the same way, but appear on the bottom of a video, rather than next to the video.
TrueView ads are the most common. Ads can be inserted before, during or after a video. Viewers can skip the ad after 5 seconds. If a viewer watches for 30 seconds or to the end of the video, you get paid. A slightly different form of this ad is a non-skippable video, where viewers much watch the entire 15+ second ad. Midroll ads are displayed within the video, like a TV commercial. Viewers must watch the ad before continuing their video, but only on desktop and laptop computers.

How to Get Started

You can even customize who sees your ads by identifying your audience and connecting to viewers through your content. There are many nuances to follow when setting up your YouTube advertisement, including targeting your ad insertions, focusing the content of your messaging, identifying your budget to reach your target audiences, and selecting your display options. Contact the experts at ENews Networks for helping getting setup today!