Making Connections

Posted on November 23rd, 2011 by Tiffany Categories Consumer Engagement

Sure, ROI’s matter. And in the business world, the larger the number, the better we all look on paper. But what about the intangible metrics that matter? Factors like word of mouth “advertising” or measuring the reasons behind higher customerengagement or even humanizing the interaction between a brand and its clientele?  
 
 
                                                
 
When social media opened its doors to include business pages and accounts, companies fell into a race to attain the highest number of followers. It’s great to be popular, but a one-dimensional strategy to become the most influential player on the block doesn’t go too far.
 
Eventually, we’ll all have to start paying attention to what our followers are saying, what they’re asking from us and how we can effectively change our processes to make sure their needs are being met.
The real challenge here becomes knowing how to create, foster and sustain long-term relationships. For both, macro and micro level scenarios, never losing focus of the customer is always important. And to keep them coming back, you need to move out of their peripheral vision and into immediate visibility.
 
How? Well that’s why we’re here.
 
Empower your audience. We’ve talked about audience empowerment before. You may have a celebrity brand ambassador, but recognizing and acknowledging the follower base is extremely important. Respond to queries. Say “Thank You!” for an expressive and complimentary comment. Showcase the fans. Simple efforts go a long way in making your clientele feel like the stars of your organization.
 
Safe Spaces and Sharing. One of the most popular sites on the Internet right now, with matching numbers for the most downloaded app, is PostSecret. Why? Because people are always welcome to speak their mind, engage their creativity and the site has ubiquitous accessibility. Given the thousands of messages sent across to the proprietor every week, being featured on the blog is a necessarily “big deal.” .
 
A welcome space and presence can be built by humanizing the interaction and engagement with the crowd. The ROI’s are bound to follow.

 

Making QR Codes Work

Posted on November 16th, 2011 by Tiffany Categories Marketing

You saw our last Facebook post. QR Codes are mushrooming out of the woodwork and it seems like every marketer in the interactive media field has jumped on the bandwagon.

 

QR Codes are still relatively new on the American marketing landscape however, which means that we’re still seeing organizations make costly mistakes in the way they implement their strategies.

 

Read on to find out what parts of your strategy to tweak to see the results you want.

 

Test your Code! Perhaps the biggest mistake that marketers can make is not taking the time to test their QR codes. Imagine spending thousands of dollars on print ads featuring your QR code; or even more money spent on designing a campaign around a QR code.

 

Now imagine your customers being led to a desktop website, or even worse, a broken link. The immediate impact of this scenario is multifold; from the customer end, you lose patience and trust. From the business end, you lose a lot of money and your ROI is negatively impacted.

 

Test your code. The process is as simple as using your own phone to make sure the code works.

 

Place Codes in areas with ubiquitous Internet access It makes sense if you think about it. People who take the time to scan QR codes on their smart phones are not going to wait until much later when they’re around a working data signal. Location matters.

 

Provide actual value for your customers – in other words, make the scan worth their time. If your QR code leads to a standard desktop website or a wallpaper download, then you’re not going to get sustained customer engagement. Instead, have your QR code lead to any one of the following:

 

     –    Engaging video content
     –    Free downloads
     –    Special offers or coupons

 

The key is to offer enough opportunity for engagement that leaves the door open for a viral campaign to begin of its own accord. How have you used QR Codes in your campaigns recently?

Creating a Digital Call to Action

Posted on November 9th, 2011 by Tiffany Categories Marketing

If you’ve ever looked at a web page and felt a little confused, chances are that it’s been poorly designed. With little clarity of message, poor placement of images and buttons and a wall of text to sift through, it’s no surprise that eliciting a response from the audience feels like it might exist legions away.

 

Creating a compelling digital call to action requires the consideration of quite a few design elements, for instance, the ratio of an accent color to white space. Achieving the right balance can be tricky – even arbitrary in some instances – but practice, and a few basics in hand can make a significant impact in the right direction.

Color CTA buttons need to be loud, bold and stand apart from your website’s design theme. This is the one place on your website where you’re allowed to get more creative than you usually would be because the goal is to gain the customer’s attention.

 

For the most effective results, pick a color that stands in contrast with your background.


Placement Take a gander at the Dropbox homepage. Nothing like a large button placed in the center of a white background to make your audience curious enough to click.

 

Size Bigger is better. In the case of the Mozilla Firefox “Free Download” button, bigger, brighter and slightly awkward are all better.

 

Clarity “Call Now!” “Get Started” “Start Searching” “Download” “Purchase” as opposed to “Editions and Pricing”. The difference lies in the clarity of your message – what do you want the customer to do or learn about at your website?

 

And how will you elicit the desired reaction from your clientele? Leave us a note in the comments!

Search Engine Marketing – The Basics

Posted on November 2nd, 2011 by Tiffany Categories digital media

Search Engine Marketing (SEM) is still often found in the murky waters that surround SEO techniques. Because so much of effective SEM involves trialby error learning and constant tweaking to get the desired results, not being able to find the “perfect formula” often becomes very frustrating.  

Even further confusion lies in the broad definition that SEM can encompass. Marketing gurus often find themselves divided on whether SEM is an umbrella term that encompasses a broadspectrum of techniques like paid inclusions, paid search, SEO and contextual advertisements or whether it stands separately from SEO. 

 

Definitions notwithstanding, marketers need to ask themselves how they can simplify their websites and still gain the most effective results with page rankings and ROI’s. 

 

Getting “There”
 
Experts recommend dedicating at least two hours a day testing and tweaking a list of keywords pertaining to your website to increase optimization. For the novice marketer, charting this course can be overwhelming, so we’ve tried to distill the basics of SEM into three bite-sized steps.
 
1. First things first. The most important component to effective Search Engine Marketing is familiarizing yourself with SEO techniques; at the very least, gaining a basic understanding of SEO is essential.
 
Take a quick gander at SEO tutorials online to get some help in charting the waters.
 
2. If you’re using CMS platforms like WordPress, Drupal or Joomla, take advantage of the SEM optimized plug-ins that are readily available to users.
 
3. PPC or Pay Per Click advertising is also an essential component of an SEM strategy. Paid placements on search engines can help drive traffic to your website. Once you’ve drawn your audience in, track your numbers with any number of analytic tools to keep a check on your landing page strategies.
 
 
Test and tweak your keywords with help from Google Analytics to see whether your customers stay or leave right away after getting to your page.
 

 

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