Archive for the ‘Optimization’ Category

SEO-Related Spending Will Be Worth $80 Billion By 2020

Wednesday, April 20th, 2016

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Key Takeaway:

SEO best practices change on a frequent basis. If you think your site is optimized, you may want to check and make sure it’s still in line with current practices, especially if it’s been a few years since you’ve even thought about SEO on your site. If you don’t have the time to do it in-house, work with SEO consultants to get the job done. (Stat Source: Borrell Associates)

Key Takeaway:

Google Adwords has never been a “set it and forget it” platform, and that statement is true now more than ever. Look, there’s just no two-ways to slice it, Google Adwords is getting more competitive with each passing day. You have to be on your A-game if you want to see your ads perform well here. Not sure where you stand among your competitors? Learn how to track your impression share. (Stat Source: Merkle Q1 2016 Digital Marketing Report)

Key Takeaway:

You have more of a chance of reaching people on desktop with Bing ads, where they get 19% of paid search clicks, and Google gets 78%. This means that you should be very conservative if you are setting any type of increased mobile bid adjustment in Bing ads. (Stat Source: Merkle Q1 2016 Digital Marketing Report)

Key Takeaway:

Facebook is still the dominant social network in terms of driving traffic to sites. If you’re not seeing this with your site, try running Facebook advertising to get more targeted traffic. (Stat Source: Merkle Q1 2016 Digital Marketing Report)

Key Takeaway:

This should scare you. If you don’t have conversion tracking set up, how the heck do you know how your campaigns are performing? (Stat Source: Kissmetrics)

If you know your AdWords account does not have conversion tracking, yet you’re still running campaigns, what’s your goal? If you don’t know the answer to that question, you need help with PPC management. Contact us today.

Better Understanding Customers Is Top Priority For Marketers

Wednesday, April 13th, 2016

SEO consultants & PPC management agency - Liberty Interactive Marketing

Key Takeaway:

It’s also a top challenge that marketers face, based on the survey of professionals around the world. Other priorities that marketers are tackling this year include implementing automation technology, and orchestrating and managing cross-channel customer interactions. (Stat Source: Experian)

So what steps are you taking to better understand your customers? There are loads of options to collect this type of information, but not all methods are created equally. You can always get the quantitative data from Google Analytics and other programs, but what about the qualitative data? Don’t underestimate the power of customer surveys and even focus groups to uncover hidden friction points in the customer journey.

Key Takeaway:

As we’ve slowly seen TV ad spend go down year after year, it was only a matter of time before digital advertising beat out TV advertising in terms of global ad spend. The time is almost upon us. (Stat Source: Zenith Optimedia)

If you’re already advertising online, that means you are just going to be facing more competition in coming years. Watch out for your competitors, they may start trying to “beat” you in the online space for your own branded terms, and marketers who are not paying close attention may wake up one day in the near future to a rude awakening.

Key Takeaway:

We have been seeing this for some time now with our clients. If you are currently only advertising on a single platform, such as TV, adding digital advertising has the potential to increase your ROI by 19%. And if you add more platforms, this number only goes up. Based on the data, the use of 5 platforms leads to a lift of 35% over the use of just one platform. (Stat Source: The Advertising Research Foundation)

This leads us to another very important point of maintaining consistency in message and branding across all channels. To make this point, check out this next stat.

Key Takeaway:

Consistency is key. Do NOT use a bunch of dramatically different creative strategies. Stick to a solid theme for your campaigns. You want people to remember your advertising, who you are, and what you’re selling.

Key Takeaway:

On our earlier note, this would be a great qualitative question to ask your own customers to see where they stand on their preferred method of communication with your company. (Stat Source: Adestra)

Need help with your digital marketing? Contact us today.

44% of Consumers Buy Online & Pick-Up In Store Once Per Quarter

Wednesday, March 30th, 2016

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Key Takeaway:

This is known as BOPIS, and is becoming of increased interest among retailers. Mainly because it’s a great way to offer consumers another convenient method of shopping which combines the online and in-store experience. This means that as marketers, you should be focusing on making that experience flawless in terms of brand, function and design. (Stat Source: Retale)

Key Takeaway:

It’s interesting to note the differences in demographics among all of the social networks. In marketing, it’s common to get rushed for time and just blast out one message or campaign consistently across all social channels. DON’T fall victim to this. You need to tailor each message and campaign to the channel and to the people who spend the most time on that channel. (Stat Source: GfK MRI)

Key Takeaway:

This is compared with 32% of other shoppers, who said they have been checking out retailers’ emails more often in the past six months.  Is email making a come-back among millennials? (Stat Source: Epsilon)

Email often gets over-shadowed by social media these days, but maybe it’s time you revisit your email marketing campaigns and see what you can do to snazz-up your email offers and messages (even the template) to entice customers who may be looking at them more frequently recently.

Key Takeaway:

This goes right along with the BOPIS statistic. Try an experiment that goes something like this – what if you sat down your grandma in front of a desk, and showed her your website, your social channels, your store-front, and any other channels, with logos and brand-names removed. Would she be able to tell it all comes from the same company?

Making sure your brand’s voice and general style (colors, fonts, overall design) remain consistent across all channels is a great way to ensure the multichannel customer journey is an outstanding one. (Stat Source: Econsultancy)

Key Takeaway:

Chrome is the clear winner when it comes to browser preference among mobile users. Now that you know this, you can make sure your website, landing pages, and everything else looks great on Chrome on all the most popular mobile devices. (Stat Source: Adobe Digital Index)

Need help with your digital marketing? Contact us today.

Instagram Just Rolled Out An Algorithm-Based Feed Similar To Facebook’s News Feed

Wednesday, March 23rd, 2016

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Key Takeaway:

This means it might get a lot harder for your brands’ posts to be seen on this popular photo-sharing network. Before the update, photos were shown in reverse chronological order. Now, the algorithm “places the photos and videos it thinks users will find most appealing regardless of when those posts were originally shared.” (Stat Source: Instagram)

Depending on how active your brand is on Instagram, this could mean significant repercussions for your bottom line. Based on the figures, many big brands have increased their presence on the channel in the past year. In fact…

Key Takeaway:

The reason brands are posting on Instagram is simple. Consumers are engaging with the brands. (Stat Source: Simply Measured)

In fact, the study shows that, among the 100 large companies that were surveyed…

Key Takeaway:

We predict that Instagram advertising will soon become similar to Facebook advertising, and advise you to keep up to date with the latest announcements coming from Instagram regarding these changes. This will keep you ahead of your competitors.

Key Takeaway:

The whole ad blocking topic has been buzzing for about a year or so now. At first, advertisers freaked; a fairly natural reaction to such news. But it ultimately resulted in the opportunity to open up a conversation between consumer and advertiser to figure out how to improve the advertising experience. (Stat Source: Association of National Advertisers)

It is our duty as marketers and advertisers to try to create an experience for the consumer that is valuable to them, and conveys the spirit of the brand while at the same time meeting the overall defined goals and objectives.

Key Takeaway:

If you don’t yet use Shopify to sell your products online, they help companies sell products on platforms like Facebook, Twitter and Pinterest. However, the company announced yesterday that it is expanding its offering to allow merchants on its platform to sell on the niche networks Ebates, Houzz and Wanelo. (Stat Source: Internet Retailer)

But there’s more: Shopify is now also allowing developers to begin building new sales channels for Shopify for the many apps, platforms and marketplaces where your customers spend their time.

If you need help getting started with integrating and managing Facebook advertising with Shopify, contact us today and tell us your marketing woes – we’re here to help you figure it out together.

Majority of B2C Marketers Find Promoted Social Posts and Ads Effective

Wednesday, March 16th, 2016

SEO Consultants & PPC Management Agency / Liberty Interactive Marketing Blog

Key Takeaway:

If you’re posting update after update on your Facebook business page with little to no results, it’s about time you try promoting your posts and setting up social ads. The beauty of many social platforms that offer advertising and promoted posts like Facebook and LinkedIn is the ability to target very specific audiences. Also, the costs per customer are typically much lower than advertising on Google in most cases. (Stat Source: Content Marketing Institute with MarketingProfs)

Key Takeaway:

Negative reviews establish trust. It smells fishy when a company or organization has ALL 5-star reviews. In fact, Amazon recently cracked down on fake reviews on their site to try to give a more honest experience to customers. Most consumers are very aware of fake reviews, and as a result, look at a company with 100% perfect reviews with a suspicious eye. Bottom line – do what you can to communicate with people leaving bad reviews, but don’t lose sleep over those pesky negative reviews.  (Stat Source: PowerReviews study)

Key Takeaway:

There are many options to choose from when deciding how to make your website mobile-friendly. You can have a mobile responsive website, a desktop version and a mobile version, or any number of other configurations to make your website look good on mobile. The point is that it needs to look good and be user-friendly on mobile devices. How you do that is up to you and thankfully Google does not rank one mobile configuration as better than another. So go forth and go mobile if you haven’t already! (Stat Source: MarketingLand)

Key Takeaway:

This is down from 52% a quarter earlier and marks the first time this segment has fallen below a majority share. We’ve been advising marketers to focus on mobile everything for the past couple of years now, and the stats are now lining up with our predictions. (Stat Source: FreeWheel)

Key Takeaway:

People get offended easily. Anyone and everyone can flag any post on Facebook as violating the social media platform’s policies. But that doesn’t mean Facebook automatically removes every flagged post. In fact they have a dedicated team of trained specialists to help determine issues like hate speech vs free speech, as well as a slew of other factors. (Stat Source: Facebook)

If one or more of your promoted posts or social ads gets disapproved for violating policy, you’ll have to determine the specific reason and then adjust your advertising as necessary. If you just don’t have the time to worry about these types of issues, consider hiring a PPC management agency to manage the day-to-day activities and optimize your advertising accounts so you get the best results. Contact us today.

CMOs in the US Expect to Increase 2016 Marketing Budgets by 6.9%

Wednesday, February 24th, 2016

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Key Takeaway:

According to the data, that represents an uptick from a 5.5% increase forecast about 6 months ago. How do you make the decision to increase or decrease your marketing budget? While you’re most likely looking at data like ROI and engagement, it’s also important to see what channels are trending among your competitors to make sure your company and product is visible in those places as well. (Stat Source: Duke University)

Key Takeaway:

Online search budgets continue to increase every year, mainly because marketers see the value it provides and also because each year the space is becoming more competitive, meaning that costs can increase. However, if you partner with a PPC management agency like us, we help to manage those costs in the most efficient way possible, so that you earn the largest amount of new customers at a reasonable cost. (Stat Source: Duke University)

Key Takeaway:

The survey look at 15 categories, such as airlines, online retailers and computers, and asked customers the degree to which the brand met their expectations versus the ideal of 100%. Curious which search engine people trust most? Google, of course, got an A, at 90%. (Stat Source: Brand Keys)

Do you think your brand is meeting the expectation of your customers? What data are you using to come up with your answer? It’s essential to know this type of information. Thankfully if you have the know-how, most of this can be uncovered using tools such as Google Analytics. Not sure where to begin? Contact us and we can help set you up for success.

Key Takeaway:

Mobile apps are where it’s at. (Stat Source: Quixey)

Key Takeaway:

This theme in email marketing has remained strong over the past couple of years, so if you’re struggling to find that perfect send time, why not expirement with a bunch of times between Saturday and Monday to see what works best for your subscribers? (Stat Source: Experian Marketing Services)

Need help with your online marketing? Contact us and let us know how we can help!