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Incentives, Marketing and Social Media

Incentives, Marketing and Social Media

To quote marketing guru Seth Godin, it is cheaper to create an innovative product than to heavily market an average one. What you need in that point is an innovation that stands out from the pack that helps you market the product or service. How does this strategy affect SEO, social media marketing and content creation?

The Stand Out Innovation

When you create a new innovation on a product or service, this is what you want to highlight in the product description on product directories and in the webpage descriptions so that you stand out from every other product or page that people see. This is what makes you different – so use it to stand out from the pack.
If you find people who need the benefit of your innovation, you know what type of content to create – articles on how to solve that problem that feature your product as the solution. The content needs search engine optimization for the description of the problem or the query “how do I fix X?”
In contrast, you shouldn’t try to use generic slogans and descriptions, since this won’t entice people to buy your product or service and it certainly won’t improve brand recognition.

Team Effort

When you find that complimentary product or service, you’ve found a new channel to sell through. You can promote the content that the complimentary group makes that sells both your products. You can write content that references both products together and enjoy two groups sharing the links.
When there is a dual effort to promote the combined use of the products, you can choose to alter your main content’s SEO to rank well with this or create new content specifically for the combined use without affecting the main SEO. If you chose the latter, don’t forget brand heavy SEO. This improves the brand’s weight with search engines even if it doesn’t directly improve the rankings of your main content. Also add back-links to your main page on any jointly created and promoted content, since this is still used as a signal by search engines to measure the value of your main page.

The Free Prize

There is a reason free prizes were so often offered in cereal boxes. When the marketplace was crowded and there wasn’t a clear stand out innovation or complimentary value added offering, the perceived greater value was the free prize. “We offer X, but you get a free Y, too!” Now you’re competing on the perks that you offer.
Online content can use a similar methodology, whether it is offering more in depth answers or more specific solutions than anyone else. You can give them access to subscription only content for a month as a reward for a purchase. Or make your product stand out by offering better service, whether it is free shipping, faster shipping, a longer warranty or free maintenance for the item. If you use this type of “free prize” as your differentiator, it must be prominent in the content, the product listings, and the website information. This is why retailers that distinguish themselves by offering free shipping put it in bold text under the website link in search results – to make sure everyone knows that they offer it.

The Niche Approach

Sometimes you don’t have to come up with a unique innovation of your product, simply find an under-served market or unique use for your product and market it that way.
Seth Godin’s curve showed an upward curve for one’s breakeven point as one spent more money on advertising. This curve initially referred to print and radio advertising, where doubling your advertising more than doubled the breakeven point of how much return you have to make on the advertising expenses. What is surprising is how relevant this curve is when applied to key words. For example, “insurance” is a very high cost key word for advertising and very competitive as well. “Insurance in X” zip code costs less and has less competition. When you find the key search terms that have little competition but strong correlation with your business, advertising to that niche in the channels where your most likely customers will be is very cost effective.
When you advertise to someone as a local service provider and community member, your SEO needs to focus on location based references and business directories that all refer to the business with the same information and format. You’ll rank much higher in any location based search than a national service provider – and you won’t waste time and money advertising to people who will never be customers. In this case, being the local and engaged service provider is your “stand out” feature.
What if you promote your product as a solution to a common problem? You’re competing against many brands that are also trying to solve that problem. What if you promote your product as the solution to a hobbyist’s problem or niche demographic? You have less competition for these key terms and marketing channels, so costs are lower, while you’ll see higher conversions for customers. Promoting your product as the solution for a problem no one else is trying to resolve should dominate your SEO, such as citing the issue in the title and section headers of the content.

By: Sergio Buckingham

Incentives, Marketing and Social Media

Incentives, Marketing and Social Media
To quote marketing guru Seth Godin, it is cheaper to create an innovative product than to heavily market an average one. What you need in that point is an innovation that stands out from the pack that helps you market the product or service. How does this strategy affect SEO, social media marketing and content creation?

The Stand Out Innovation

When you create a new innovation on a product or service, this is what you want to highlight in the product description on product directories and in the webpage descriptions so that you stand out from every other product or page that people see. This is what makes you different – so use it to stand out from the pack.
If you find people who need the benefit of your innovation, you know what type of content to create – articles on how to solve that problem that feature your product as the solution. The content needs search engine optimization for the description of the problem or the query “how do I fix X?”
In contrast, you shouldn’t try to use generic slogans and descriptions, since this won’t entice people to buy your product or service and it certainly won’t improve brand recognition.

Team Effort

When you find that complimentary product or service, you’ve found a new channel to sell through. You can promote the content that the complimentary group makes that sells both your products. You can write content that references both products together and enjoy two groups sharing the links.

When there is a dual effort to promote the combined use of the products, you can choose to alter your main content’s SEO to rank well with this or create new content specifically for the combined use without affecting the main SEO. If you chose the latter, don’t forget brand heavy SEO. This improves the brand’s weight with search engines even if it doesn’t directly improve the rankings of your main content. Also add back-links to your main page on any jointly created and promoted content, since this is still used as a signal by search engines to measure the value of your main page.

The Free Prize

There is a reason free prizes were so often offered in cereal boxes. When the marketplace was crowded and there wasn’t a clear stand out innovation or complimentary value added offering, the perceived greater value was the free prize. “We offer X, but you get a free Y, too!” Now you’re competing on the perks that you offer.
Online content can use a similar methodology, whether it is offering more in depth answers or more specific solutions than anyone else. You can give them access to subscription only content for a month as a reward for a purchase. Or make your product stand out by offering better service, whether it is free shipping, faster shipping, a longer warranty or free maintenance for the item. If you use this type of “free prize” as your differentiator, it must be prominent in the content, the product listings, and the website information. This is why retailers that distinguish themselves by offering free shipping put it in bold text under the website link in search results – to make sure everyone knows that they offer it.

The Niche Approach

Sometimes you don’t have to come up with a unique innovation of your product, simply find an under-served market or unique use for your product and market it that way.
Seth Godin’s curve showed an upward curve for one’s breakeven point as one spent more money on advertising. This curve initially referred to print and radio advertising, where doubling your advertising more than doubled the breakeven point of how much return you have to make on the advertising expenses. What is surprising is how relevant this curve is when applied to key words. For example, “insurance” is a very high cost key word for advertising and very competitive as well. “Insurance in X” zip code costs less and has less competition. When you find the key search terms that have little competition but strong correlation with your business, advertising to that niche in the channels where your most likely customers will be is very cost effective.

When you advertise to someone as a local service provider and community member, your SEO needs to focus on location based references and business directories that all refer to the business with the same information and format. You’ll rank much higher in any location based search than a national service provider – and you won’t waste time and money advertising to people who will never be customers. In this case, being the local and engaged service provider is your “stand out” feature.
What if you promote your product as a solution to a common problem? You’re competing against many brands that are also trying to solve that problem. What if you promote your product as the solution to a hobbyist’s problem or niche demographic? You have less competition for these key terms and marketing channels, so costs are lower, while you’ll see higher conversions for customers. Promoting your product as the solution for a problem no one else is trying to resolve should dominate your SEO, such as citing the issue in the title and section headers of the content.
By: Sergio Buckingham

6 Things NOT To Do On Social Media, So Your Followers Won’t Hate You:

6 Things NOT To Do On Social Media, So Your Followers Won’t Hate You:

Nowadays, every brand should be present on one or several social media channels. However, not every brand has a healthy social media presence. In fact, most of them have no idea what they are doing. It is a shame that some marketers are wasting the great potential of social media, by doing things that annoy followers, rather than engage them. Here is a list of social media „dont’s”, so you won’t become one of those bad marketers.

Don’t mass tag random people
It is a way to make sure your follower sees your post, by having a tag notification pop up. However, it is an annoying inconvenience and will likely make that person hate your brand and less so care about what you have to say. Besides, people often get tagged to malware links and virus posts, hence they may simply associate your brand with malignant practices.

Don’t post only sale pitches
OK, you want to make sales. Yes, it is perfectly normal for a brand to want that. But people on social media just don’t care about what you want. They are spending their time on social media to have fun, learn something new, or get inspired. If your post doesn’t fulfill one of these needs, then it will hardly be engaging. Sure, you may post about your Black Friday Discounts or Christmas Specials, but usually people don’t want to see sale pitches.

Don’t overpost
When saying „overpost”, we think about those pages that write about a dozen updates per day. Those that seem to flood your feed so bad, that you are forced to unfollow or unsubscribe from them. See the result? Too much posting means that people will get fed up and simply ignore your brand altogether. There is no perfect number of posts per day, but there are some general recommendations for minimum and maximum: at least an update the every other couple of days (to keep people aware of your brand) and at most three per day. Exceptions could be made for some niches, such as news pages, which rely on timely updates.

Don’t spam your followers or friends with page invites
You just started a new brand page and are so excited to show everybody how awesome it is and what great info you will provide. So you send a mass page invite to everybody. And from the 800 friends you have, you get a massive response of….14 likes. Again, it may seem harsh, but people don’t care about your brand. At least not from the start. And it is annoying to see those invitations always popping up. It is better to first segment your list of friends and think about who would actually be interested in your page. Then send them a customized, unique message and ask them to take a look and like it only if they do. It may seem tedious to do, but quality always beats quantity.

Don’t post robotic holiday posts
Do an exercise: on a holiday (Thanksgiving, Christmas etc) visit the pages that you follow. Most likely, you shall see some sort of holiday message. However, most of them feel bland and without any humanity. They have been written only to appear. Next time when you want to write a holiday update, think if you truly feel like it. If you can’t channel that positive holiday vibe onto your followers, then it’s better to just not post at all. No one will notice if you don’t. But some will notice if you post and it seems you did it only because you had to.

Don’t post personal opinions
A.I. Is catching up fast, but for now social media accounts are still managed by people. And people have emotions and personal opinions regarding almost any topic. However, when following a brand you don’t think of it as a person, rather as the whole company. If you use you brand page to post a personal opinion on a sensible topic (or any topic for that matter!) you risk antagonizing a large chunk of your follower base and ruining your brand’s reputation. Use your personal account for personal business.

These are some of the biggest mistakes that social media marketers are doing over and over again. By avoiding them, you already removed some of the biggest threats to your reputation and follower engagement. Do you know any other bad practices that you should avoid in social media marketing? Feel free to let us know and share this article if you think someone may find it useful too!

BY: David Buckingham

Marketing Challenges Investors in The Developing and Developed Countries are Facing:

Marketing Challenges Investors in The Developing and Developed Countries are Facing:

Marketing is critical to the success of your business. It helps people out there know that your business exists and convince them to buy your products. Marketing also helps to notify people about the new products in the market.Through marketing, a business can boost its sales and increase its profits. This will make the business stable and long term.
Identifying the right technology to use
Depending on the target audience of your business, this might prove a challenge to many investors. Finding the right technology to use in marketing has been identified as one of the biggest challenge to investors in the recent past.
The reason this is a challenge to investors is that feedback on technology is scattered. Investors might turn to family and friends which technology fits their business only to find that feedback is spread across emails and social media from reputable sources.
Marketing budget
Sometimes the marketing budget can prove too costly for the firm. Small businesses who don’t make a lot of profits are the most affected by this. Investors are willing to spend more money on marketing to improve their sales, but they always find themselves allocating less money to it and allocating the rest on more pressing matters.
Finding the best marketer
This can be a hectic activity sometimes. Every investor wants a marketer who will help them achieve their marketing goals, someone who is cost-effective, and someone who they can trust. These qualities are hard to get. So many people nowadays are offering these services, yet they have not gone through the right schooling. The investor should do a background check on the marketer to see whether he is qualified for the job.
Training your marketing team
Most firms have an internal marketing team that comes up with the right marketing strategies for the business. The team also controls the internal marketing such as social media marketing through Facebook and Twitter. It is always challenging to train this team on the right marketing methods and the new trends in the market.
Measuring the return on investment of your marketing activities
Every entrepreneur wants to know how the marketing activities are benefiting the firm or not. Finding a way to measure this has proven to be a major challenge to investors. It is important for investors to know the benefits of the marketing strategies.
In conclusion, if investors find ways to address the above challenges they will be a mile ahead when it comes to marketing.

By: David Buckingham

Effect of Technology on Civilization and Culture

Undoubtedly, the greatest invention that our generation is witnessing is the rise and widespread use of technology. Growing up as a young person, some of the tools that technology has birthed today were unimaginable to me. The few that existed seemed complicated and could only be operated by a few individuals whom the community respected so much. Today, a gadget that looks complex can be run even by my last born child who is 5-years old. There has been a rampant increase in the use of smartphones, computers, and the internet. This rise has consequently brought about a paradigm shift in the civilization and culture of our society.

Ten years ago, the primary source of knowledge for me was the school. The much information that I and my age-mates gathered was from our teachers. Today, even without going to school, I can use the various search engines such as Google, Wikipedia, Yahoo, among others on the internet to access the information on a particular area that I am interested in. Ten years back, learning could only happen when the learner and the instructor met physically. Today, however, students can take online courses and even proceed to graduate and obtain their certificates at the comfort and convenience of their homes. All that they need is a working internet connection. Digital technology has made access to diverse forms of information easy and possible in this age unlike it was some time back.

Today, social media has turned tables on the traditional physical meetings that were being used as forums for discussing issues and passing resolutions. My friends and I no longer need to meet in coffee shops and restaurants to iron out organizational matters. We can simply chat on WhatsApp and Facebook groups and decide on important issues. Regardless of the different geographical regions that members of a group may be located at, we can unanimously agree on a particular time, date, and platform on which to meet and sort out team issues.

Finally, it is worth noting that the future of digital technology is bright. With the cost of data and cost of digital devices falling drastically, one can only expect an unprecedented rise in their use. Besides, almost all spheres of our livelihood in one way or the other, depend heavily on these digital gadgets. In churches for instance, projectors are used to pass announcements and to display the lyrics of the song the lead singer is singing. At school, they have replaced the usual chalkboards. In executive meetings, they are used to make presentations and summarise the proceedings of the event. More innovations and renovations of the existing tools will have a definite increase in the use of these gadgets.
By: David Buckingham

Effect of Technology on Civilization and Culture

Effect of Technology on Civilization and Culture
Undoubtedly, the greatest invention that our generation is witnessing is the rise and widespread use of technology. Growing up as a young person, some of the tools that technology has birthed today were unimaginable to me. The few that existed seemed complicated and could only be operated by a few individuals whom the community respected so much. Today, a gadget that looks complex can be run even by my last born child who is 5-years old. There has been a rampant increase in the use of smartphones, computers, and the internet. This rise has consequently brought about a paradigm shift in the civilization and culture of our society.

Ten years ago, the primary source of knowledge for me was the school. The much information that I and my age-mates gathered was from our teachers. Today, even without going to school, I can use the various search engines such as Google, Wikipedia, Yahoo, among others on the internet to access the information on a particular area that I am interested in. Ten years back, learning could only happen when the learner and the instructor met physically. Today, however, students can take online courses and even proceed to graduate and obtain their certificates at the comfort and convenience of their homes. All that they need is a working internet connection. Digital technology has made access to diverse forms of information easy and possible in this age unlike it was some time back.

Today, social media has turned tables on the traditional physical meetings that were being used as forums for discussing issues and passing resolutions. My friends and I no longer need to meet in coffee shops and restaurants to iron out organizational matters. We can simply chat on WhatsApp and Facebook groups and decide on important issues. Regardless of the different geographical regions that members of a group may be located at, we can unanimously agree on a particular time, date, and platform on which to meet and sort out team issues.

Finally, it is worth noting that the future of digital technology is bright. With the cost of data and cost of digital devices falling drastically, one can only expect an unprecedented rise in their use. Besides, almost all spheres of our livelihood in one way or the other, depend heavily on these digital gadgets. In churches for instance, projectors are used to pass announcements and to display the lyrics of the song the lead singer is singing. At school, they have replaced the usual chalkboards. In executive meetings, they are used to make presentations and summarise the proceedings of the event. More innovations and renovations of the existing tools will have a definite increase in the use of these gadgets.
By: David Buckingham

Trends in Social Media in 2017

Trends in Social Media in 2017
Social media changed our lives in so many ways. Now, the tables have turned and it’s time for our lifestyles to change the trends in social media. Social platforms, technology, gadgets, smartphones and social trends led people to unstoppable urge to want innovative things every day. Therefore, the trends in social media must follow and predict what people want. Here are some of the upcoming trends in this field.

Companies rely on social media more and more. Nowadays, it is impossible to imagine marketing without technology. However, this trend is present in the market for years. The newest trend is replacing email communication within the company with social networks. However, these networks would not be the regular ones we all know. We are talking about the internal social networks, e.g. Facebook at Work.
Reaching the audience has never been this easy…nor this difficult either. Social media made everyone available, but all companies have access to social media, right? The competition has just become tougher. This is why employees are currently being encouraged to seek for the potential clients by themselves. It seems that innovative social media reinforcement by the staff has never been more valuable.
Social Video innovation is the real deal as it turned out that users want the real-time service 24/7 in almost all branches of…everything! Customer Care services are among the top services both suffering and benefiting from the development of technology and social media. Companies and the industry are meeting these requirements via social media platforms and so the vicious circle goes on.
Predictive analytics enabled by Big Data is definitely among the top digital marketing innovations. Content marketing is heavily present in the past few years, but its true boom is expected for 2017. Competition between big companies is about to completely move into the field of content marketing.

Machine learning is perhaps the most innovative and revolutionary trend currently being developed. It will certainly lead to cheaper, easier, faster data storage and, more importantly, data analysis. Companies will be able to use it in multiple ways to boost their business, namely to predict, identify and dodge the risks, which was, currently is and will be a burning issue in the world of business.
The last, but not the least, the importance of social media will significantly increase. Now, you may ask “Even more? Is that possible?” It is. Social media and technology will penetrate our reality until the level one could not imagine. Therefore, the upcoming social media trend of crucial importance is fighting frauds, lies and fake news.
By: David Buckingham

​Investing your Time in Social Media Marketing:

Investing your Time in Social Media Marketing:
Marketing within the social networks is now have verified way to gain new clients and promote lead generation. Marketing with social media can take your service or business to a higher advantage point that can mitigate to new profits and sales. By adopting your Facebook and twitter profile to specific areas of client interest you can gain profitability with social Media Marketing. If you have employees in the task of updating social network profiles, updating Facebook pages and Facebook posts you as an employer should be aware of any time spent vs return on investment. Another area to study is if your social network profile is utilizing the correct URL to gain momentum in the search engines. If properly optimized your social media profile can exist in Google, yahoo and Bing as a Bona fide search result. Make sure that your business URL is correctly named to enjoy this feature.
In Facebook, there are several options for creating new business listings and optimization features. These include Facebook pages, fan pages, Facebook places, Facebook advertisements, facebook chat and other applications that are being created by facebook every week. Advertising on facebook is not a free feature but may be at a cost-effective strategy in optimizing Network Marketing. It may be wise to set a budget for facebook advertisement and see if indeed it creates lead generation and a return on investment. On the other hand twitter is a micro blog resource best used as a billboard platform for promotional material. The nature of twitter only allows short bursts of information about you, your services or your business. By studying the twitter trends you may be able to adopt a profile within current popular searches of twitter. By updating daily your twitter profile will achieve higher ranking in search engine results. Real time search index marketing adding photographs, videos, multimedia and documents you may interest clients about your business services.
One of the main factors in social Media Marketing is adapting to your business to the best suited strategy for gaining new clients and lead generation. It may be worthwhile to process a time management program to look at the return on investment structure of your social network marketing plan. If you or an employee are performing social media for your company or business you need to take a serious look at any time management issues. There are people that spend all day on facebook, the same can be said for twitter. To leave an employee on moderated on social media is probably not the best course of action. Fortune 500 companies have placed a vast amount of resources in social media marketing and their overall business strategy. You can take advantage of much of the work that has already been done by a reading business blogs or subscribing to many of the business social media blogs that assist business owners in their social media platform.
Some guidelines for positive things that can be done for business owners online include updating your LinkedIn facebook and Youtube profiles. Utilizing websites blogs facebook pages facebook places and twitter updates will keep visitors informed about the services they really want to see. If you have created an affirmative profile on LinkedIn and facebook new users may want to hear about your informative and authoritative content. When you have established this profile you can ask users for reviews that can be invaluable as contacts and potential clients. When you have created a compliant profile in facebook LinkedIn and twitter you can begin to search for new friends that are interested in the type of business services that you operate. If you’re assigning the position of social Media Marketing in your name make sure they are staying on track with what your message really is, and how you would say it. There’s a core strategy involved in Internet Marketing, search engine optimization, and social Media Marketing. Make sure that you have adopted the best practices before beginning an extensive campaign in social Media Marketing.

By: David Buckingham

Emerging Digital Trends that are Here to Stay

Emerging Digital Trends that are Here to Stay

The scope of digital media marketing has improved dramatically in the past year with improvement in several related technologies and consumers becoming more savvy with gadgets and social media. For marketers it has become quite challenging to keep up with changing scenarios and trends that is having a direct effect on promotional strategies. Here are a few of the important emerging digital media marketing trends that show a lot of promise and they seem like they are here to stay for a long time.
In digital media marketing, customer service is of paramount importance, but this concept has to seen in a more pervasive light, where the company seeks to help the customer right at the beginning by providing most useful information to what the customer might be seeking. This would also imply that interaction and two-way dialogues would become mandatory in sales campaigns. Youtility will also have an impact on social listening, which up to now has been passive and limited to knee jerk reactions for protecting the brand and providing customer service. Setting of the new trend will bring in more product innovation, and actions of the company are likely to become more proactive.
Real time marketing is already a hyped concept,more companies will be paying more attention to data analytics with the intention of shifting marketing messaging, nearer to real time as much as possible. This type of marketing will be more agile and will grab prospects in the moment. More companies will start approaching real time marketing as a process rather than a specific project. Operations of real time marketing will not be based on any advertising campaign, but rather as a newsroom dispensing relevant information of the moment to targeted customers. The content will be current and relevant to the brand, but not necessarily trying to capitalize on a trending story.
Empowering rather than Mandating
Creating a social trend by mandating customers or employers to comply with a loyalty program may no longer work. Fans and employees can feel stifled under rewards programs and may not be inclined to share stories or the content they post may not be up to the mark. Strategies for generating likes and sharing on social media will have to be based on empowering customers and employees with simple tools that make it easy and fun to share content.
These three emerging trends are going to have a direct impact on digital media marketing in 2017. Companies will have to focus on social listening, product innovation, and empowering brand advocates.

By: David Buckingham