Category Archives: Start Up Tips

Alvomedia tips for start up business owners and entrepreneurs

How Do You Find A Brand Evangelist?

Brand evangelist Guy Kawasaki is the most instantly recognizable face of Canva and Apple

What Is A Brand Evangelist?

Good day to you all.

Today, I want to blog about brand evangelists and how do you go about finding one. If we can put a face to the term ‘brand evangelist,’ then Guy Kawasaki and his brand evangelism for Apple and Canva comes to mind. The definition of an evangelist is a true fan, or a super die-hard fan who is preoccupied in spreading the word about your brand and sharing any messages with the mass population.

Having a handful of brand evangelists is much more important than having a hundred fans. This holds true for every brand. It is true that social media marketing can open up a much larger audience to share information about your brand. However, a brand evangelist can raise a brand much higher than it could with only fans and customers. An evangelist will talk about your brand and share message and information about your company and brands actively. The dedication and commitment of these super fans separates them customers. It is important for every brand to have evangelists. They will surely go that extra mile to talk about your brand and company. They will get active and engaged in the social media marketing campaign where reputation is everything.

How are the evangelists different from fans?

Although you may have a million fans, there are very less number of brand evangelists. They are always the minority in a crowd of fans and followers. You must pay special attention to them. Evangelists should be “cultivated and cultured.” They are the trendsetters and the thought leaders. Engage and involve them more than average fans and you will soon reap the results. They will inspire the average fans to do much more than what they are doing for a brand. They are not the people who are just sharing and spreading your message, but also play crucial roles in social media communities and target audience. They help a company to collaborate and brand well with the brand evangelists of other companies. Building networks with other companies and brands can help a company to get more engagement and exposure.

Brand evangelists can bring greater awareness and inspire others to buy into your brand

How do you make evangelists?

Making brand evangelists take a lot of effort and it may not be as easy as just putting your brand’s message straight to the public or target audience. Every company seeking brand evangelists should actually become a part of the targeted audiences’ communities. An evangelist will not just build a brand, but will also be the go-to source for company’s news and valuable updates.

This approach for creating evangelist will ensure that the brand will mean much more than merely the products that it represents. It is creating an image that your brand will stand for. The fans who can envision their own lifestyle in the way a brand creates an image around it, they are more likely to become brand evangelists.

Remember that having a few faithful and active evangelists is worth more than a thousand of ‘likes’ on Facebook. It might take some time for a brand to build a gem of an evangelist, but it’s worth the effort. It is creating an idea that the customers will relate to and what they will represent. If brand image creation is done properly through social media marketing, it can lead  to loyal customers exuding your brand lifestyle.

Building a community is important for creating evangelists

There are different content sharing websites where the users can build communities. One of the popular sites is YouTube. Registered users can share videos and interesting streaming content. Thus, a community can be built around a brand. Users can generate a lot of content like this and can generate a lot of content on the site. You can call your fans and involve them in creating content relevant to your business and brands.

You can also build communities around contests and coupons. Users can contribute their ideas and contents to the site, which lets the fans contribute and be an important part of the community. You can distribute gift certificates and discount coupons to your customers. These are basic rewards that you can send to your fans, but that will cost nothing. You can also update the regular campaign and create posts about it. Responsive customers can help in popularizing the communities and groups, and thus help in the growth of the company. Turn your fan base into a community of evangelists. Let your fans do the advertising for you.

Cultivating a brand fan base is worth it in the long run when your fans can become brand evangelists

The challenge of convincing people

Finding or creating a list of evangelists  is an important  part of the marketing strategy of every company. However, not all the companies and businesses are having success in developing evangelists. There are companies that deal with predictable services. These companies deal with such ordinary products that there is nothing new or interesting to share or talk about. If your products and services are not satisfactory, it might be difficult for you to find and create evangelists.

Ways to develop valuable evangelists

There are many different strategies that the companies are adopting to increase their dedicated fan base. As discussed, creating a valuable fan base by creating online communities on various contents is important. In addition to that, you can take various measures like sponsoring events and making donations. Remember, your main aim should be to establish and develop your brand as a part of the lifestyle for the customers. Estimating and analyzing how a brand fits into the lives of the customers is one of the main tasks of an evangelist.

Alvomedia digital marketing agency is launching professional Magento Ecommerce website design services for online retailers

Magento Ecommerce Website Design By Alvomedia

Professional Magento Ecommerce Website Design Service

Feature rich and open source, Magento is a popular ecommerce platform that offers everything an online retailer needs in order to grow their business. The flexibility and functionality of Magento platforms is ideal for any sized ecommerce business. At Alvomedia digital marketing agency, we understand that different sized businesses have different needs. We are able to offer a fully customized plan to suit everyone-from small to the larger enterprise client.

Ecommerce Website Design Process

The key to ecommerce website design success is working closely with what works best for your customers. User friendliness and a professional, trustworthy appearance are paramount to your online retail business. Our experienced website designers can follow your specifications and design a Magento ecommerce site that is highly appealing and ties in closely with your brand’s core values.

Perhaps the single most important indicator of success in web design  is revenue. With a well designed Magento ecommerce website, you will be making more conversions and sales from your website visitors. A beautiful design alone will not be optimized for revenue, and this is what differentiates our ecommerce website design services from the others.

Ecommerce Website Design Project Management

Alvomedia takes a proactive approach to web design services and will work closely with clients to achieve objectives. We are a fast moving agency and will push a project forward with regular communication. There is no reason to delay your ecommerce website design once a project has been initiated.

Hosting and Support for website design

Alvomedia digital marketing agency uses a fully scalable hosting service suitable for any ecommerce business. Our hosting platform can grow with your business so there is no need to stress about support and maintenance. We will take care of that with the help of the Magento support team.

 

The Dirty Practice Of Negative SEO

Are your competitors using negative SEO to undermine your page rankings? Read more to find out

Is your website damaged by negative SEO?

Ignorance is not bliss when you are operating a business in the digital space. As anyone familiar with organic search rankings will know, keeping your business on the top spot is no walk in the park. Firstly, there are updates in Google’s algorithms to be aware of; knowledge in SEO is a must for any online business to be visible. Secondly, there are competitors who would do anything to drag your SERP down to obscurity. Ethical competitors will seek to improve their own rankings through diligent SEO. Unethical competitors will use dirty tactics to get your website penalized: negative SEO is one way competitors can tarnish your online reputation. But are you aware of this?

Targeted by negative SEO

Every time Google makes changes to its search engine algorithms, website owners have to reassess their SEO strategy. For unethical business owners, this involves damaging other website’s rankings in order to improve their chances. Negative SEO involves building spammy, low quality links that would damage the online reputation of any site it is linked to. As a result, Google will penalize the website linked to the spammy backlinks, causing the rankings to fall. The penalized website will have to spend time and money to recover from the damages. Sometimes, the damages are so serious they become irreparable.

What does negative SEO look like?

Look for large volumes of unnatural backlinks  to spot negative SEO

Using Google Search Console (formerly Webmaster Tools), every business owner should keep an eye out for unnatural links to their website. The screen capture above shows an influx of unrelated links to a travel/hotels sector website. Unnatural and spammy backlinks to viagra related websites will cause Google to penalize the site.

Another way negative SEO is applied is through blog comments section. Website owners should look out for money keyword anchor text where a click will take the visitor to a low quality website unrelated to the linked blog website. The problem with anchor texts is that many are seen as manipulation by Google. Good SEO is all about the quality, and not the quantity of the links your website has. Link building has to be for relevant and high authority websites related to the website’s industry. It is therefore important, when hiring a professional SEO, to ask for a spreadsheet of the high authority websites linking in to your website.

Google penalties and website recovery

Google penalizes websites that falls foul of their guidelines. Spammy backlinks that are not removed in a timely manner will be crawled and alert Google to act. Unfortunately, many business owners realize this too late!

Prevention is better than cure so it is advisable to check your Google Search Console and use a link detox software to identify any negative SEO. When you decide to use the Google disavow function, make sure that your good links are safe. If in doubt, contact a marketing agency experienced in link removal.

Victorias Secret is a hugely successful American lingerie brand that has utilized digital marketing to gain more conversions

5 Digital Marketing Lessons From Victoria’s Secret

Founded in 1977, lingerie brand Victoria’s Secret is now one of the most instantly recognizable apparel companies in the world. Despite intensifying competition in the lingerie market, Victoria’s Secret is a dominant force to be reckoned with. In December 2014 alone, the sales figure for the parent company was $2.2 billion, a record for the label.

Digital Marketing Lessons From A Luxury Lingerie Brand

The real secret to Victoria’s Secret’s success is a smart marketing strategy that focuses on conversions. Behind the super glamorous façade there are shrewd digital marketing minds to propel the brand to new heights of success. Here are the digital marketing lessons everyone can learn from Victoria’s Secret.

1. Social media marketing adds fuel to the brand

Victoria’s Secret is ubiquitous on the social media channels; Twitter, Instagram, YouTube and Facebook pages generate a lot of attention and furthers the brand reach for Victoria’s Secret. With 25 million likes on the official Facebook page, 670,000 YouTube subscribers and more than 7 million followers on Twitter, Victoria’s Secret is getting the right kind of attention. Instead of posting boring promotional content, Victoria’s Secret uses the appeal of their Angels and visual aesthetics to create compelling and informative content. Audiences can learn how to work out and go behind the scenes at the latest fashion shows.

2. Email marketing campaigns yields great ROI

Victoria’s Secret emails bring value to subscribers-exclusive coupons, sneak peek at new collections and members only shopping events are the perks of signing up. The key to retaining email subscribers is to provide something beneficial, and Victoria’s Secret understands this. Members are reluctant to unsubscribe for fear of missing out.

Compared to other methods of digital marketing, email marketing is still the most effective for return on investment. According to an EConsultancy survey, 68% of companies rated email marketing’s ROI as good to excellent. On average, companies attribute 23% of their sales to email marketing. If Victoria’s Secret’s focus on email marketing is anything to go by, it is essential for anyone’s online marketing strategy.

According to 2014 surveys of digital marketing, email marketing is still considered the most effective for ROI

3. Choose a user friendly website design

Victoria’s Secret has a user friendly website with easy navigation and strategically placed call to action buttons. Despite the glamorous image of the brand, the website design is simple and intuitive to use.

Website design for good user experience is vital to Victoria's Secret's success

4. Conversion optimized mobile marketing

Victoria’s Secret has mobile apps for Android, iPad, iPhone and the iPod. When it comes to boosting their mobiles sales, the lingerie brand uses many different ways to convert. Digitally enabled catalogs and interactive quizzes for mobile users to participate in are especially effective in converting leads into paying customers. After answering a mobile quizz about bras, the mobile user is directed to the stores in time for Valentines Day. Furthermore, there is a mobile chat feature that allows Pink Nation members to socialize with one another or have exclusive access to fashion shows.

5. Know your target audience and stick to it

Since the brand’s conception, Victoria’s Secret have always targeted attractive, affluent and fashion forward females as customers. The launch of a new sports range in 2014 has widened their appeal to health conscious customers as well. Despite a backlash from feminists and plus size models-most notably the Lane Bryant #I’mnoangel campaign, Victoria’s Secret never loses focus of who buys from them the most.

 

How To Increase Your Email Lists For Marketing

Building email lists is an important part of email marketingBuilding Email Lists For Targeted Marketing

Email marketing is the most effective marketing strategy among all the types of digital marketing or online marketing. The reason is that most people have an email address that they check regularly. Businesses and individuals alike have email addresses, so it is easy to reach a large group of people through a single platform.  In addition, you have complete authority over this medium.  This gives email marketing an edge over the others. It is also an excellent source to enhance your inbound and outbound marketing.

 

The effectiveness of email marketing

How to build email lists that increase with time

For email marketing to work effectively, you need to have an email list that keeps on increasing with time. But how exactly do you achieve it? Here are some tips to build an evergreen email list.

1) Ask for subscription

Ask all the visitors for subscription. Do this on all the pages of your website. The call to action (CTA) to subscribe should be on an obvious and prominent location. This will act like a constant reminder for all the visitors and may prompt them to sign up. Pop-ups work great for this, but remember that a pleasant user experience means placing this in strategic places.

2) Integrate it with other platforms

Integrate the subscription tab with all the platforms you are using be it for content marketing or social media marketing. This will generate additional subscriptions. For Facebook, you can simply add a tab on your page while for other social media platforms you can share the link for a subscription through your posts and comments.

3) Keep it simple

Nobody likes to fill complicated forms so keep the procedure simple and straightforward. Ask for name and email only because that is the only bit of information you will be interested in initially. To know more about the person in order to send certain type of content you need to be patient. You can always extract this information later on. Right now, focus on adding contacts and the rest will follow.

4) Provide high-quality content

Ask yourself, why anyone would want to read what you are mailing him or her. This will let you design high-quality content that would be impossible to throw in the junk mail. Develop curiosity of your subscriber by mailing interesting and highly valuable and focused content.  Studies show that you lose 22.5% of your email subscribers every year. This is one way to reduce this degradation. To make them more effective, a marketing agency can help make the content.

5) Encourage sharing

You can never have too many subscribers. Send along a link of the site and the subscription page with every mail. Ask your subscribers to share them with their contacts. This will also help increasing your email list, as people trust the advice of their friends and family over anyone else’s.

6) Offer something extra

In order to encourage people to subscribe to the email list you need to offer them something. It could be a free gift, premium features or some other free resource. This will give the potential subscribers more reason to join in. once they do you can always keep their attention through competitions, sales, and special discounts. This will keep your list of subscribers active. Moreover, you will gain valuable and dependable customers.

SEO and marketing Q&A with Alvomedia

Alvomedia SEO and marketing Q&A with marketing consultant Nelson Fuhr

 

Creating useful online content is important for any company, whether they are a B2B, B2C or non-profit government organization. To get ahead in marketing, we are told to produce ever more content, in competition with the huge volume of content that is being generated online every minute. In our Q&A we will discuss with Nelson Fuhr, digital marketing consultant at Alvomedia, about the relevance of SEO for 2015 and how this can be integrated with content marketing.

Let’s Talk about SEO and Marketing for 2015 and beyond

Q: Is Content becoming more important than SEO?

A: We use SEO to find the content, so one cannot exist without the other. In recent years, marketers have become more focused on content because creating valuable content helps their customers. Customers want to be informed and guided along the sales transaction, hence the need for relevant, useful content. SEO is very important for that content to be found by the right customers. Without it, customers do not know just how good your content is.

 

Q: How is SEO still important for companies today?

A: SEO is really important for any integrated digital marketing plan. Everything ties in together-the SEO for great organic exposure and traffic, and the content to convert customers once they find your webpage. Organic ranking is crucial for getting traffic and more visitors to your website. The more people that visit your website, the higher the chance of conversions into paying customers. Without customers, there is no business essentially. Google algorithms for SEO take into account mobile responsiveness, loading time and relevant content nowadays. This is all to help make internet browsing better for the user. Every business would want their customers to have a better user experience on their website.

 

Q: What is black hat SEO?

A: Unethical SEO that will get you penalized by Google. This includes keyword stuffing, spam and purchased backlinks.

 

Q: What do you write for content, how much is enough?

A: Firstly, know what your brand is all about. What industry is it in and what problems does it solve for customers? You have to know about the mindset of your target audience: what do they want to know and how can you tell them the information to make them take notice. Content that helps, addresses a concern, give guidance, provide information are very good basis for content writing. How often you write depends on what you can schedule time for. Content writing eats up time quickly so you need to be disciplined and have a routine/set goals of how much to write a week.

 

Q: How does social media help SEO if at all?

A: Social media amplifies your SEO efforts. Tweets and shares on Facebook will improve your search engine rankings. For Google search engines, Google+ has an impact on page rankings. If you can only have one social media platform to leverage for rankings, choose Google+. Social media works because of the wide reach and engagement. I would recommend social media as a research tool for trending topics and concerns. Companies need to stay relevant and knowing what their customers are talking about is helpful. You can also uncover new keywords phrases and connect with influencers who can help with your brand awareness.

 

SEO and marketing will change with changes in Google's algorithms

 

 

Q: What is your stance on link buying?

A: The money used on buying links can be used better elsewhere, such as writing a blog and creating valuable content. Link building is more expensive in the long run because of the maintenance costs in buying more. Google does not like backlinks that were bought, it could get your website penalized-too much risk.

 

 

 

Q: What takes the longest to do in SEO?

A: The most time consuming task in SEO is worth it in the long run. Link building

 

Q: When there are multiple versions of a page, have you seen a canonical link tag used successfully on the website?

A: Links suggested by the canonical tag do replace noncanonical links in a list. So canonical link element works fine in Google. Indexation decreases for noncanonical URLs and the canonical tags have an impact on Google sitelinks. This works for Google but not Yahoo or Bing at the moment. By using a canonical tag you are giving Google a hint which URLs should be indexed. In time, deindex your URL and redirect visitors using the 301 redirect.

 

 

Q: Things change so fast in the world of SEO. Is there a best way to do things?

A: The best way I can foresee for 2015 and beyond is to integrate SEO with what every other department is doing: content creation, social networking, front end design and UX. The reasoning behind this in my opinion is efficiency and effectiveness from collaboration. When SEO teams work in isolation, they do not know what is happening with content creation and website design. This was fine years ago, before Google rolled out new algorithms. In 2015, everyone has to take into account how responsive design and content works with SEO.

 

Q: Is SEO dead?

A: SEO will be around longer but not the way we know it. Google is changing algorithms constantly and for improved user experience. SEO professionals used to be technically competent but now they need to create high quality content to amplify the efforts. They also need to work with the website designers and bloggers so to speak.

 

Q: Does being first to the game give older online websites more advantage?

A: Older websites have many problems such as bugs and fixes. Their roadmaps require replatforming, taking up considerable time. In the meantime, new websites with search engine optimized pages can jump up the page rank pretty quickly. On the other hand, older websites have more inbound links built over the years. Whether those links work or not is another issue. Some of the linked websites may no longer exist; an SEO has to spend time cleaning it out.

 

Q: Are guest posts spam?

A: Many guest posts do not add value except for a link back to the poster’s website. Google sees some guest posting as spam and will penalize accordingly. There are high quality guest blogs that benefit the website where it is posted; it depends how the post is written.

 

Q: Is onsite SEO still relevant?

A: Onpage SEO is still important for meta titles, site architecture and menu navigation, internal linking, sitemaps and meta robot tags. It is there to help Google interpret the structure of the website. Creating onsite content involves pleasing the reader first and foremost.

 

Q: What tools for SEO would you recommend?

A: GetStat is a great ranking tool which allows you to monitor many terms for rankings. This is recommended for enterprise SEO where country level rankings and knowing the landscape of terms is important. The tagging feature for keywords lets you see where a drop in ranking is coming from. Screaming Frog is good for site crawling and Deep Crawl as well. Majestic SEO and SEMrush are great for off page analysis.

 

Q: What will Google do next?

A: Google will try to find the most relevant websites for their users.  With the huge number of well optimized websites Google may overhaul their algorithms to rank the more authoritative ones higher. One of the changes I foresee happening is authorship. This means authoritative content from an online influencer. Becoming an online influencer takes time and authoritativeness is hard to manipulate. Links can carry heavier weight when coming from an authoritative author. Only time will tell!

 

Q: How can one stay on top of changes in SEO?

A: Subscribe to SEO industry website RSS feeds and join in the conversion on Twitter with other SEO experts. There’ll always be dissenting opinions about SEO and that’s good. Learn as you do SEO for your own website.

 

 

 

Gain Customers Through Social Media Marketing

You business can gain loyal customers through correct social media marketing

With more than 2 billion social media accounts in the world, and 47% of internet users on Facebook, social media is a big deal for marketers. The reach of social media marketing is perfect for both online and offline businesses. You can create a social media account for your business and use excellent content marketing to keep it alive and growing.

No business marketer can ever deny the value of a loyal fan base. People are bound to generate large revenues (lifetime value LTV) if they are loyal to a certain brand. That is why every marketing agency tries to connect with leads emotionally using digital marketing ideas. Social networking is an excellent way to connect emotionally with customers because it is intrinsically human to interact with one another. Social media marketers tries to understand human motivations, interpersonal relationships and behaviours in such settings. They then apply the insights to socially targeted marketing.

Social media marketing practices that will improve conversions

Social media marketing has the potential to reach a wider online audience than ever before

The common perspective and the reality

For nearly all the new startups and online businesses, social media networks is an integral part of their marketing strategy. ‘Go where your customers are,’ is the popular saying, but what does it actually mean? In 2015, as shown by statistics, many people are active on social media networks. In order for businesses to reach potential customers, they have to roll up their sleeves and work hard on creating their social media personas. Oreo on creative social platform Vine and Ikea on Pinterest are just some of the brands that leveraged social media successfully to gain more conversions.  The common perspective in 2011 was that social media is a temporary fad and large companies were unwilling to invest much money on social media marketing. The tables have turned by 2015 when research by Econsultancy has shown that 71% of brands plan to invest more in social media to build brand equity. Convince&Convert recently published a study showing that 53% of Americans make purchases from the brands they follow.

Social media marketing can enhance the brand image and customer service

How to create loyal customers

A loyal customer can give you more benefits in the end than you can ever calculate. He/she leads to the generation of a steady stream of leads. You get more referrals and brand mentions. It is sort of a chain reaction in which you can trigger one person to attract many.  Follow these tips to get loyal customers.

1: Provide an excellent customer service

Customers cares only about how you treat them. Even if you do not provide the type of product they need, a courteous business manner can influence them in making a purchase. According to Forbes, 71% of customers that end a business relationship is because of bad customer service. It is therefore important to make them feel secure and cared for. Social media lets you communicate with customers in real time. This allows you to understand their problems, respond to them in a timely manner and come up with solutions.  It also lets others know how much you value your customers and thus create a positive feeling towards your brand.

2. Interesting and useful posts

Attract potential leads towards your profile by creating highly creative or informative posts and articles. These posts should be interesting and easy to read as people are becoming increasingly indifferent to advertisements. Moreover, your content should be full of information about your product or services industry. The aim of creating useful posts is to get the content shared across the social media channels. The wider the audience reached, the more leads that will be generated. Widespread sharing of your posts create strong inbound and outbound marketing. It is more helpful than SEO.

3. Improve brand image through social marketing

When you know your customer’s perspective of your products, you can easily formulate targeted marketing strategy. You can remove the flaws in your marketing or else display your product in a way that is more socially acceptable and appealing for the public. This will get you more audience, traffic, and ultimately more loyal customers. Learn what are the demands and expectations of your customers to fulfil them and gain their loyalty.

4. Explain your products

Social media is an ideal platform to explain about your products. You can let everyone know about the benefits it provides without boring anyone. Interesting interactive posts and instructional videos can easily get you attention and loyalty of many. Creating tutorials, power point slides and guides can add to the information for your customers and help facilitate customer conversions.

5. Focus on networks that fits your brand image

Social media networking across different platforms can help your brand reach the right audience

When 22% of Americans use social media multiple times a day, brands cannot afford not to appear on several different networks. Choose the ones that are best fits with your audience and brand image otherwise it will be wasted effort.  For brand awareness, Facebook and Instagram works well (especially if your brand sells using a lot of visual content). Vine, Vimeo, Tumblr, Pinterest, LinkedIn and Twitter are other networks your brand should consider depending on what you sell.

6. Create content that supports your brand image

Sometimes, brands forget they need unified content across different networks. The content message has to be consistent but it does not have to be the same content. In fact, creating the same content across different social networks is a waste of time and shows lack of effort. What brands need to focus on is creating a good variety of cohesive content. If you are a serious company, posting light hearted gifs on a Tumblr account might not be cohesive with your brand and confuse your customers. Customers are mostly likely to convert when they trust the brand and the image that they project.

7. Using visual content to convert

Content with images receive 94% more views than text alone and prospects recall brands better when there is more visual content. Use images that are cohesive with your brand image and A/B test the effectiveness of visual content in different social media platforms.

8. Leverage the influence of social media influencers

Establishing your brand’s authority in your industry and gaining the attention of potential leads take time. You can leverage the audience of social media influencers by tagging them, writing about them or citing their works. Kindly ask the permission of the influencer if you are unsure. In order for influencer leverage to work, you need to create consistently great content.

9. Paid social 

Paid social ads can generate more leads and lead to conversions for your brand. Diminishing organic reach on social platforms such as Facebook means that brands have to pay up. Social media campaigns and contests now appear on social media and the most effective ones offer value.

10. Strategic Planning

Many people think of social media as a vague marketing method. The vagueness comes from not being able to measure the ROI for things such as social engagement and reach and lots of time spent on trial and error. Without a social media strategy in place, it can be frustrating. Decide your goal for social media marketing, be it conversions, influence or brand awareness and refine your social marketing to meet them.

 

Fast Growth of Mobile Marketing

Global mobile users statistics 2015

2014 was the tipping point for the number of mobile compared to desktop users

Every where you look, people are using smartphones, tablets and hybrids to keep connected with the world around them. The Digital, Social and Mobile survey conducted by We Are Social in January 2015 shows that 3.6 billion people use mobile devices with a penetration of 51%. In that same survey it was found that there was a 5% increase in the unique mobile users from January 2014 to January 2015.

According to GO Gulf Web Design Dubai, conversion rates on mobile devices is 300% that compared to a desktop. Mobile devices already accounts for a third of all sales transactions online around the  world and the figures point to growth for 2016 and beyond. In the State of Digital Marketing 2015 infographic, it was found that 80% of people primarily accessed the internet using their smartphones.

Implications of mobile marketing growth

Mobile marketing is taking over desktop marketing. What are the implications for marketers and brands?

1. There will be an increased investment in mobile apps

The Adobe Mobile Marketing Survey 2014 found that there has been increased investment in mobile app development. Although it is possible for brands to market using Facebook and Twitter (there are 1.2 billion Facebook monthly active users with 30% only ever logging in from a mobile device), marketers will want to write their own code for apps. A mobile app has the advantage of being user friendly for customers and for data collection, targeting, location tracking and push notifications. Customers will be notified immediately when a special offer or advertisement is published; it is hyper targeted marketing.

2. Created for mobile users

Mobile marketing requires responsive design and mobile first features

The tipping point occurred for mobile when the number of mobile users surpassed desktop users (ComSCORE, 2014). The implication of this statistic is that marketing should be focused on being mobile first. A mobile-first approach includes mobile responsive website designs, touch friendly ad banners, optimally placed CTAs, QR codes and other ad placements.

3. Marketing based on location

mobile marketing can use more GPS and geofencing to target prospective customers

Real time location based marketing is a powerful method to target customers. The technology requires GPS and geolocation; there is insufficient advances in this area so far. Location based targeting is different from check ins where the customer does not receive ads prior to checking into a location. Implemented properly, location based marketing can track customers and adopt different personas for ad campaigns. Customers can be notified of special promotions when they are in close proximity to a venue. There is greater scope for interaction and customer conversions when the mobile technology senses a lead.

4. Personalised for mobile

The close proximity of a smartphone to their user makes this more personal compared to tablets and laptops. The ease of access implies faster intake of information. 76% of people in a survey by SAP 2014 said that they were more likely to read a message delivered via SMS and that SMS was the best way for businesses to contact them.  The psychology behind mobile marketing is increased personalisation. Getting the mobile user’s attention using their name, recent purchases and updates on discounts are all examples of mobile personalisation. Allowing the mobile user to opt out and disable notifications when in different time zones should be considerations.

5. Payments via mobile

Mobile security and customer’s perception of mobile security has been increasing in recent years. Mobile payments are now completed through mobile apps when the customer finds the product in store and there are many retails outlets that participate in mobile payments. PayPal, Apple Pay and Google Wallet are the mobile apps available in 2015 but marketers are interested in customers paying through their own apps. Mobivity, a patented technology that drives sales, has projected a 60% increase in mobile payments for 2015.

6. The serious matter of privacy

Any device that collects data will be vulnerable to hacks and other privacy breaches. A mobile app contains a lot of sensitive data which is why customers are reluctant to opt in. Sometimes, the benefits will override the risks, such as personalised ads and promotional offers. Customers are willing to hand over data only if the marketing is clear about what will be done with the data and if there are parameters of data usage. Difference Data Protections laws should inform mobile marketers about how to deal with sensitive data.

Conclusion

Mobile marketing is growing fast and will disrupt the way ecommerce companies target and advertise to customers. The statistics supporting this growth should give marketers plenty to think about in the coming years. Mobile marketing is no longer a matter of speculation-it will happen and it will be led by customer demands for mobile friendly shopping.

 

 

Facebook Marketing That Target Buyers

Facebook marketing allows for laser focus targeting of specific demographics of consumers

Targeted Facebook Marketing

Facebook marketing is great for targeting a very specific demographic of consumers. It is possible to target potential according to their gender, relationship status, location, sexual orientation, shopping habits, browsing habits, political leanings and even what people or pets are in their household. The wealth of data offered by Facebook is fantastic for reaching and converting target consumers and their is no other platform quite like it.

If you wish to use Facebook marketing, and this is strongly recommended, focus on great content first and then target your potential consumers like there is no tomorrow! Once people click through to your Facebook page, it is your opportunity to make them stay longer with relevant and high quality content. Once people see how your business can help them, the conversion rates will go up.

Facebook Marketing Utilizes The Power of Consumer Behavior Analysis

Facebook Ads

Facebook marketing that gives you an estimated reach

 

There are some Facebook ad managers that allows you to access The Open Graph to look at user behaviors and demographic on Facebook. Adespresso, Qwaya and Sizmek are just some of the Facebook management systems. Using Facebook Ad management tools, you can target users based on their connections, psychology and behaviors. Searches can be as specific as education degrees, past employers and different languages spoken.

Once your page reaches 5000+ likes, you also have the the option of using targeted posts. This means that any content you post on your Facebook page can be targeted to specific users based on age, gender, relationship status, educational status, sexuality, location and interests. The beauty of targeted post is that you waste no time in getting your message across to the leads you need for conversion.

Clearly, there is great potential in targeting the exact Facebook users you want in order to convert. Facebook ad managers work well if you know who your demographic of customers are. They are fantastic if you know who your Buyer Persona is. What about if you don’t know who your specific Buyer Persona is? Many businesses find that their initial instincts about a Buyer Persona is completely wrong.

The other alternative is to market according to buyer intent.

Facebook Marketing Versus Google Ads

In contrast to Facebook marketing, Google Ads works with buyer intent. When people input some keywords to help find a product or service they will get the relevant Google Ads. Marketing for user intent has its advantages but it is important to remember that nurturing leads will bring greater conversions in the long run. Facebook user specific marketing allows you to have leads in the sales funnel ready for nurturing.

The other great advantage of using Facebook marketing is the relative low cost of running ad campaigns. You can actually test campaigns using little money before launching into the actual marketing. This makes Facebook marketing cost effective and once you start marketing you always have control over your budget.

Mobile Optimized Website for Google

A Mobile Optimized website will boost your search engine ranking on Google

A Mobile Optimized Website For SEO

On 21st April 2015, Google will implement a search engine algorithm that will prioritize mobile responsive websites above websites that have not been mobile optimized. Mobile Marketing Statistics from Smart Insights have shown that in 2015 the number of internet users that have accessed a website using a mobile device is catching up quickly with users that access websites using a PC or laptop. Did you know that more than 50% of website traffic comes through a mobile device? We don’t even need statistics here, I know for a fact that many people now access the internet through a smartphone such as an Android or iPhone and the numbers are growing daily.

Time To Change Your Website Into a Mobile Optimized Website

A mobile optimized website, or mobile friendly website, will be interpreted by Google search engines as good for users. This simply means that the website will look great on a mobile device without having to adjust the screen to see the contents. This is what a mobile optimized website should look like:

A mobile optimized website landing page

As you can see, a mobile optimized website looks user friendly when you access it using a mobile device. The buttons look big and easy to use for navigation; the graphics are formatted perfectly for the mobile screen size and the texts look inviting. When you are ready to contact the admin of the website, you simply press the ‘call’ or ’email’ button to make an instant connection.

For website owners that have a non-mobile optimized website, consider how difficult it will be for your potential customers to navigate a website that was never formatted for a screen that is 4.7 inches big. As a result, the website when viewed on a smartphone will look small and difficult to understand. The large chunks of text will be micro in size and unreadable without pinching in the screen. The links will be hard to find, the images too small to see and overall the experience of using your website becomes a nightmare.

A potential customer will leave your website if they find it difficult to use. When there are so many beautiful mobile optimized websites from competitors,  a potential customer using a mobile device will never visit your site again.

Google will penalize your website if it is not a mobile optimized website

As far back as 2011, Google have indicated that a mobile optimized website will fare better in search rankings. However, many businesses have continued to operate without redesigning their website and the effects of Google algorithms in Penguin and Panda have had a marginal effect. The change from 21st April 2015 is likely to be more significant. Websites that are not mobile optimized will drop in rankings and their click through rate may dramatically decrease over time.

Although harsh, the justification made by Google is that it would improve their search engine user experience if mobile users could find the information they need from responsive websites. This motivation for a better user experience should drive website owners to make changes as well.

So far, Google has not indicated how much they will penalize non-mobile optimized websites or how they measure the mobile friendliness of any particular website, but changes will be eminent that this time they will be significant.