The criteria and metrics can be classified according to its type and time span. Regarding the type, we can either evaluate these campaigns "Quantitatively" or "Qualitatively". Quantitative metrics may include "Sales Volume" and "Revenue Increase/Decrease". While qualitative metrics may include the enhanced "Brand awareness, image and health" as well as the "relationship with the customers".
Before Sharpe ever came into close proximity with the internet marketing field, he was a construction worker. Needing a way to make ends meet, like millions of other people around the world, he turned to a field that could hopefully pay the bills. But try as he might, he was never able to actually get ahead. Until one day, when Sharpe discovered the amount of money being made online by internet marketers, his entire mindset changed.
When deciding on your niche, you have to actually start a blog or a website that's going to be your online hub. This is where your anchor content is going to live. Everything else will link to here. All the ads you run and traffic you drive through social media or SEO or anything else will all come here. You need a custom domain and a professional looking site if you want anyone to take you seriously.
Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, and more. The objective of marketing is to reach potential customers through the channels where they spend time reading, searching, shopping, or socializing online.
According to the U.S. Commerce Department, consumers spent $453.46 billion on the web for retail purchases in 2017, a 16.0% increase compared with $390.99 billion in 2016. That’s the highest growth rate since 2011, when online sales grew 17.5% over 2010. Forrester predicts that online sales will account for 17% of all US retail sales by 2022. And digital advertising is also growing strongly; According to Strategy Analytics, in 2017 digital advertising was up 12%, accounting for approximately 38% of overall spending on advertising, or $207.44 billion.
Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves de-duplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016). An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016). Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).
In fact, the biggest challenges of video marketing in 2017 are strategic: How to build a solid and effective video marketing strategy, how to create content that people want to consume, and how to create engaging videos that get shared. Additionally, video content marketers need to have a solid understanding of metrics, and how they indicate a video’s success and areas for improvement.
Shifting the focus to the time span, we may need to measure some "Interim Metrics", which give us some insight during the journey itself, as well as we need to measure some "Final Metrics" at the end of the journey to inform use if the overall initiative was successful or not. As an example, most of social media metrics and indicators such as likes, shares and engagement comments may be classified as interim metrics while the final increase/decrease in sales volume is clearly from the final category.
Maintenance. Ongoing addition and modification of keywords and website content are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect. You also want to review your link strategy and ensure that your inbound and outbound links are relevant to your business. A blog can provide you the necessary structure and ease of content addition that you need. Your hosting company can typically help you with the setup/installation of a blog.
It's clear that online marketing is no simple task. And the reason why we've landed in this world of "expert" internet marketers who are constantly cheerleading their offers to help us reach visibility and penetrate the masses is because of the layer of obscurity that's been afforded to us in part thanks to one key player: Google. Google's shrouded algorithms that cloud over 200+ ranking factors in a simple and easy-to-use interface has confounded businesses for well over a decade now.
As you craft your story, keep in mind the people who will need to approve your video (your manager, your company’s founder, your marketing department, etc.) and the time it takes to implement their feedback. Sudden changes in scripting, messaging, goals, and more can throw your whole production off-kilter. But still, these changes are all too common. Take a look at our creative guide that’ll help you manage creative feedback from everyone on your team.
An entrepreneur or freelancer has two main strategies to tap into when marketing online. Search Engine Optimization (SEO), which attempts to rank your website on search engines “organically”, and Search Engine Marketing (SEM), which ranks your website in search results in exchange for money. Both strategies can be used to build a business succes...
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually ). When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic. In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results. On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..." Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.
It’s easy to carried away by creativity. Just try not to let it affect it the angle you’re shooting your subjects. Eye level is the best, most flattering choice for most business marketing videos. Angling your camera too high will make your subject look small or weak, while too low can make them appear aggressive. For head-on videos of people speaking directly to the camera, line the bottom of the shot up to be mid-chest with your subjects.
When writing this guide, we reached out to the marketer community to collect case studies and learnings about creative marketing strategies. Most of these examples are included throughout the guide, but some didn’t quite fit. So we included those loose ends here, from the perspective of four awesome marketers. What better way to wrap up this guide than with you, our community?
Web design is a very technical field that requires high literacy in many different kinds of software, including image editing and website architecture programs. A designer should be comfortable with computer “languages” like HTML and stay up to date on new technological developments. The designer is also an artist, so he or she should also have a firm grasp on aesthetics, visual continuity, and image composition.
The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.
Social sharing is one of the simplest forms of earned distribution. It often happens organically, but you can encourage social shares by getting the ball rolling. Set up a schedule to post your video content from your corporate and personal accounts on every social channel you’re active on. Send a private message to friends and family to do the same. If you know anyone in a related field or industry, make sure they share your content, too! Though it’s not the best method, you can even incentivize shares by creating a contest or giveaway through an app like Rafflecopter.
You’ll want to use email, blogging, and social media tactics to increase brand awareness, cultivate a strong online community, and retain customer loyalty. Consider sending personalized emails to past customers to impress or inspire them -- for instance, you might send discounts based off what they’ve previously purchased, wish them a happy birthday, or remind them of upcoming events.
There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand. It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.
Although online marketing creates many opportunities for businesses to grow their presence via the Internet and build their audiences, there are also inherent challenges with these methods of marketing. First, the marketing can become impersonal, due to the virtual nature of message and content delivery to a desired audience. Marketers must inform their strategy for online marketing with a strong understanding of their customer’s needs and preferences. Techniques like surveys, user testing, and in-person conversations can be used for this purpose.
On-page SEO is the work you do on your own website to get a high rank in search engines. Your goal is obviously that your website will show on the first page and perhaps even among the first three search results. On-page SEO does not carry as much weight as off-page SEO in the rankings, but if you don’t get the basics right… it’s unlikely that your off-page SEO will deliver results, either.
We have the capability to work with our clients’ internal content, creative, and email marketing teams or handle the whole campaign for them. We incorporate our proven strategic consulting services as part of our Email Marketing offerings in order to help our partner clients develop effective strategies for building their email lists. These consulting services include assistance with event planning, creative design, website and landing page email capture, and much more. We help our clients not only with engagement but new email acquisition, list segmentation and list cleansing.
This is both a challenge and a great opportunity. The challenge is because the organic spots aren’t what they used to be – there used to be ten organic spots on the first page to compete for – and only five above the fold, (which refers to the vertical limitations of a user’s screen and the amount of content one can view without scrolling). Now there might be local search results, news releases, images and video included in the results – many of those above the fold. What’s the new number one spot? Is it the first local result, news release, or organic listing?
Do you want to attract a new audience to your brand? This top-of-funnel goal is the broadest and probably the easiest to measure. Attracting an audience means presenting your brand as the solution to a problem that was recently introduced to the viewer. This will likely be your first interaction with them, so you want to make sure it’s a memorable one.
From this portal, you’ll find all sorts of viewer insights. Discover what types of video content your audience likes and how they watch their videos. Then, channel those insights directly into your marketing automation software or CRM. For example, if that prospect you’ve been monitoring views your latest case study video, you’ll be notified straightaway.
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
Paid Search: The advantage of paid search is that you can have your website listed on the first pages in a prominent spot on Google and other search engines. However, showing up is only part of the process. You need to create an ad that not only leads to clicks, but to sales or whatever result you're looking for. If you don't know what you're doing, it's possible to write an ad that people are drawn to and click on, however, you don't make sales. Since you pay per click, and clicks can add up quickly, you can lose money.
Although there are legitimate companies that help Web sites improve their rankings, according to Google's page about SEO, most such offers that arrive in e-mail messages are of little-to-no value. The search engine's own Webmaster often gets SEO marketing offers suggesting that Google doesn't show up well in search results (which is quite unlikely). Google's recommendation for Webmasters? "Reserve the same skepticism for unsolicited e-mail about search engines as you do for "burn fat at night" diet pills or requests to help transfer funds from deposed dictators."