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March 17, 2016
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New Social Media Marketing Book From Go-Mash Mobile Founder

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Social Media Marketing

We are delighted to announce that a new social media marketing book from Go-Mash Mobile’s Founder will be published on 23rd February. Conversation is King by Patrick Macgougan is currently available on pre-order.

Although the market for social media marketing books is very busy, this unique guide looks at the science behind why people comment on and take part in discussions around content and in certain situations. Who do some social media posts receive thousands of comments but others don’t? Conversation is king uncovers and explains the key elements of discussion.

Businesses of all types and sizes can benefit from the social aspect of social media. Through discussion, businesses can grow strong communities around their products or services as well as their values and goals. Unlike quick flash competitions and attempts for easy one-word comments, this approach develops long lasting and powerful results.

Using the elements explained in Conversation is King you can create an environment that makes your followers feel comfortable enough to get involved in the discussion and content that evokes and invites comments. Currently available at Amazon and Kobo, you can pre-order the book now.

Read more: New Social Media Marketing Book From Go-Mash Mobile Founder

March 15, 2016
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3 Email Marketing Metrics for Mobile, Multi-device Consumers

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E-Marketing

Email metrics provide critical, quick feedback for a campaign. This is key because most opens and clicks occur within 72 hours after a send.

But measuring opens and clicks is often just scratching the surface of the actual performance of a campaign. In this post, I’ll compare three traditional email marketing metrics to newer, more meaningful ones.

Open Rate vs. Open Rate Churn

Many email practitioners believe open rates are misleading. There are several reasons for this. First, for an “open” to register, the recipient of the email must download an image. Depending on the content and type of email, recipients who actually open and read it may never need to download images. Also, some preview screens will allow recipients to read an email without opening it.

Thus, open rates are oftentimes higher than what is reported. Despite this, the open rate has stuck around as the most popular benchmark for email engagement.

When I look at open rates across an email program, it’s important to understand who is opening. If a program consistently has a 15 percent open rate, does that mean the same 15 out of 100 people open every email? Or is it a new group of recipients each time? The answer is likely somewhere in the middle.

I call this the “open rate churn.” It’s the percentage of recipients who open every email versus those who seldom do.

Analyzing the open churn rate will produce a more complete picture of the overall engagement of a subscriber list. It will help determine the offer and frequency, too.

Read more: 3 Email Marketing Metrics for Mobile, Multi-device Consumers 

March 10, 2016
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The power of email marketing for building relationships

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E-Marketing

If you want to build relationships, don’t forget the power of email marketing. Consumers may be addicted to social media but that doesn’t make it the best relationship marketing channel. While social is great for brand discovery and content sharing, it is an unreliable way to continually speak to your customers.

Even if someone goes so far as to like your Facebook page, essentially saying that they want to hear from you, there is no guarantee that they will see your message because of Facebook’s algorithms. A Facebook user could see something like 15,000 things in their newsfeed at any given time, so the social media user may never see all of the content shared by their friends and the fan pages they like. Facebook uses an algorithm to figure out the best content for each user. If somebody likes your brand’s Facebook page they only have a 6.5 percent chance of actually seeing one of your posts each time it comes out. So even though that consumer has liked you and told you that they want to hear from you, they won’t necessarily get every message that you put out there. The same is not true with email.

As long as you have a good deliverability score, if a consumer opts into your list, the chances are they are going to get your content in their inbox. This relationship is a lot more valuable because instead of catching you when they happen to be in their social news feed, your message exists in the inbox where consumers check all of their messages.

Read more: The power of email marketing for building relationships 

March 8, 2016
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5 Ways to Boost Your Social Media Marketing Efforts

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Social Media Marketing

It’s clear that social media is here to stay. A recent survey from research firm eMarketer estimated that about three-quarters of all U.S. companies have some presence on social media. So, if your company hasn’t developed a social sharing strategy, it’s likely to be outpaced rather quickly today.

“Customers conduct their research online,” says Jason Parks, owner of Columbus, OH-based digital marketing firm The Media Captain. “We live in a digital age, and if you’re not on social, you’re not taking any steps to increase your brand voice or visibility.”

Getting started can be frustrating. How do you make your message stand out amid the cacophony of the digital world? How do you attract followers and convert them into customers? Here are five strategies to help you create effective online marketing with social media.

1-Choose the right platform. There aren’t enough hours in the day to maintain a presence on every social media site out there. The best option is to experiment with a few and maintain the ones that give you the best return on your time investment. Business-to-business salespeople often have good luck prospecting on LinkedIn, the social network designed for professionals. Visual platforms like Instagram, Pinterest and even Facebook are a great way to show off custom-decorated apparel. “The key is to know your customers and know what platform shows your business off the best,” says Ann Marie van den Hurk, a principal at Tarboro, NC, public relations firm Mind The Gap.

Read more: 5 Ways to Boost Your Social Media Marketing Efforts 

February 23, 2016
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5 B2B Website Design Trends for 2016

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Website Design Practices

We know from research that nearly everyone considering doing business with you will first look at your website. And nothing deters a prospect faster than a website that looks outdated.

Thankfully, even small tweaks to your design can help you to keep pace with design trends can make a big difference. Let’s take a look at the latest trends.

1. Less Photography, More Illustration

In 2015, B2B websites were dominated by impersonal or un-inspired stock photography. In 2016, we will find friendly and relatable illustrations being used far more to help companies tell their story.

2. Bolder Use of Color

You have probably heard of flat design (minimalism that emphasizes usability) and its use in B2B websites. Unfortunately, flat designs often have equally flat color palettes. But in 2016, expect that to change. This year you will find many designers upping their color game.

3. More Creative Typography

All hail! The days of sticking to only a handful of “safe” typefaces, like Arial and Times New Roman, are over!

4. Material Design

Seen by some as the next step up from flat design, material design was developed at Google for use on Android devices. It’s principles have since been adopted across many mobile platforms, as well as in the design of desktop websites. Material design is an evolving standard with resources and best practices for designing for devices.

5. More Vertical Layouts and Scrolling

2015 saw the possible end to the debate of non-scrolling websites. We are finding more and more that is that it’s easer to scroll than to click.

Read more: 5 B2B Website Design Trends for 2016 

February 18, 2016
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6 Web Design Trends That Are Here To Stay

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Website Design Practices

Web design thrives on two things: innovation and imitation. Unfortunately, there’s often a lot more of the latter. We all like to seize upon the latest trends, use them until they’re ubiquitous, and then look desperately for the next big thing. Think about sliders. They were all the rage a couple years ago. Today, they feel dated. What to do? Stop chasing microtrends, and start looking at the big picture. Here, we’ve isolated six web design ideas that are here to stay.

1. ARTIFICIAL INTELLIGENCE

Context is everything. Where and when an interaction happens is now as important as how or why. Is it on a phone? A tablet? Indoors or outdoors? What is the user doing in that moment? Users interact with a product in all kinds of different situations.

2. DIVERSITY

One consistent complaint about the web design world is how often it engages in, shall we say, less than original practices.

3. RICH ILLUSTRATIONS

Traditionally, websites use stock photography and other photos for visuals. Moving forward, we will start to see more hand-drawn art.

4. MOBILE/WEARABLE FIRST

Mobile-first design is already well underway, but it will become even more pronounced as the wearables market, which is estimated to be worth $31 billion by 2020, heats up.

5. MICROINTERACTIONS

As information becomes platform-agnostic—available on our watches, our phones, our TVs, and everything in between—seamless user experiences will be more important than ever.

6. RICHER ANIMATIONS

Finally, we get to the good stuff. The whole point of design is to look good after all. And what looks better than rich animations? The web has never looked more dynamic than it does today, and it’s only going to get better.

Read more: 6 Web Design Trends That Are Here To Stay

February 11, 2016
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4 Common Mistakes With Your Email Marketing Campaign

spam
E-Marketing

An email campaign seems simple enough. You compile a list, slap together some content and tag it with a quick subject line and then blast away!! That’s how many businesses owners approach their email marketing campaign: the quicker the better.

Unfortunately, this isn’t going to produce a successful email marketing campaign. If anything, it’ll probably hurt your overall marketing efforts. So instead of showing you what to do, we’ve decided to compile a list of common errors when it comes to email marketing. Let’s take a look.

Not Getting Consent

Before you even begin thinking about content, subject lines and other strategies, you have to compile a list of email addresses. This list should consist of people who are genuinely interested in your product or service. But if you don’t get the proper permission, you’re getting off on the wrong foot, and that wrong foot is about to get broken.

You see, not only are you going to turn off people by sending them email without their permission — these people will view it as spam — but you’re going to find yourself looking for a lawyer real quick. If you’re adding people to your list without their permission, that’s probably going to break some anti-spam regulation. Not exactly the start you were probably looking for.

Read more: 4 Common Mistakes With Your Email Marketing Campaign

 

January 10, 2016
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5 crucial steps to win at SEO

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Search Engine Optimization (SEO) , ,

It’s impossible to overstate the importance of search engine optimization when it comes to online marketing. Google is many things, but it’s the company’s advertising business that pays for all of those moonshots. The fact remains that Google is the world’s largest advertising company, and if you’re looking to score high on its search engine results page (SERP), it’s worth listening to what Dan Clarke, founder and CEO of search agency Disruptient, has to say, noting that these 5 main principles are the guiding light behind all of TWP’s strategies.

  • Content is King
  • Quick Access
  • Unique url per content segment
  • External links are valuable
  • Do not try to fool Google

Dan was in Jakarta for the recently concluded Tech In Asia Jakarta 2015 conference, and shared advice, stories, and insights into how best to tackle SEO. Speaking to a packed room at the Marketing Stage, Dan summarized his entire advice with one golden rule: build websites for people, not for search engines.

“If you keep this rule at the forefront of your process, it automatically fulfills most of Google’s requirements for delivering quality results on their platform.” explains Dan. “Ranking first is not the sole factor, it’s about looking good as well. Google is now an ‘answers engine’ rather than a search engine.”

Read more: 5 crucial steps to win at SEO

January 5, 2016
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6 Principles That Must Be Applied to Social Media Marketing

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Social Media Marketing

In their book No B.S. Guide to Direct Response Social Media Marketing, business coach and consultant Dan S. Kennedy and marketing strategist Kim Walsh-Phillips show you how to use direct response marketing principles on a variety of social media platforms to drive real results and profit. In this edited excerpt, the authors offer some on-point advice about how to best use social media to create effective marketing campaigns.

Many direct response marketers think social media is complete fluff — and for a lot companies, it is. That’s because most marketers do not apply any direct marketing tactics to their strategic approach (if they are even strategic at all).

Anyone who either doesn’t know if their marketing is working and/or thinks the focus should be awareness building and not revenue generation could make some small but significant tweaks to their efforts and drive huge results.

Let’s cover a few key business principles as applied to social media:

Read more: 6 Principles That Must Be Applied to Social Media Marketing

December 28, 2015
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7 SEO Elements to Boost Your B2B Campaign

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Search Engine Optimization (SEO) ,

In spite of ongoing search engine algorithm changes, few marketing experts would argue that the need for a keen understanding of SEO best practices has diminished over the years. If anything, the value of SEO knowledge and capabilities has increased.

At the same time, many non-experts mistakenly assume that there’s a one-size-fits-all approach to SEO. In fact, the practice varies in accordance with numerous factors, not all of which are obvious or intuitive.

Here’s the hard truth: B2B SEO campaigns are very different from B2C SEO campaigns.

If your company markets primarily to other businesses and their decision-makers, you need to follow a very different set of SEO best practices than companies marketing primarily to individual end-users.

These seven elements are critical to any B2B SEO campaign.

Read more: 7 SEO Elements to Boost Your B2B Campaign

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