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Category — Marketing

Expanding Your Marketing with Pinterest


Why Pinterest?

Visual marketing has always been a popular tool for businesses. With the introduction of the camera phone, photos have become even more common both in business and recreation and, for many, sharing has become almost as second nature as breathing.

Is Pinterest Part of Your Marketing Strategy?

Up to this point, you may not have thought about Pinterest as a viable marketing outlet, however, every business has a story to tell. Visual marketing will help you tell your story.

Since its launch in 2010, Pinterest has grown to over 70 million users and 25 Billion pins. 500,000 of their users are business accounts. Pinterest’s audience is active and already very engaged. Taking advantage of this would be a good way to expand your marketing and drive more traffic and sales to your business.

Here we’ll look at how some national brands have utilized this particular type of social media to increase their product’s appeal to more buyers.

Don’t Just Show Your Products, Show the Lifestyle They Can Create

Currently, the most popular pins on the site are fashion, food, and home decor. Enter Lowe’s, a brand that has worked to customize its activity to appeal to Pinterest’s audience. Lowe’s Pinterest subjects include everything from inspiration for a new room design to gift ideas that link neatly to their online store.

The result is a digital arena of ideas and 3.5 million followers.

Bring Pinterest to You

Since there are still people who like the process of actually going to a store, finding an outfit, and trying it on, Nordstrom has advanced its marketing process to include Pinterest as an in-store promotional tool. The store highlights its most popular pins by showcasing on site in their store locations.

And, Nordstrom isn’t the only company integrating this new type of marketing approach. Target and others are also transitioning their in-store promotions.

Highlighting the most-pinned items in your store will encourage people to buy. Whether you sell exclusively online with eCommerce or have a brick-and-mortar location, you can highlight your most pinned products to draw more attention to them.

Humanize Your Business

Try forgoing the glossy marketing you may have been using up to now. Straightforward, down-to-earth images can be just as engaging. Just look at Ben and Jerry’s marketing to see how well it can work.

Ben & Jerry’s Pinterest boards include the History of the Company, and The People Behind the Pints. By telling their story through pictures, they’ve provided fans with an invitation to look at their brand’s wider mission.

Your staff, stores, customers, and hometown are all worth celebrating. Showing the human side of your brand builds a more personal relationship with your customers.

Work to Inspire Your Audience

Most people would probably think GE would be the last company they would see on a Pinterest board. It would be hard to show the visual side of a manufacturing brand, so GE when another direction and chose to share the inspiration that drives them to innovate. They found a way to draw-in their followers by making the most of their stunning pictures.

Their boards highlight specific ways their products can be used, with titles like FABULOUS Kitchens, Brilliance in Motion, Gifts for Geeks, and Under the Microscope. GE has created an exciting, original profile that appeals just as much to style-conscious follows as it does to techies.

If you don’t think you have a Pinterest-friendly brand, try to think outside the box. Attract your followers through the images that inspire you and your brand’s innovation.

Pinterest is a great visual social platform that is increasingly becoming a powerful source of customers online for store owners.

Visual storytelling is the most popular way to reach your fans right now. Even if you don’t feel like you have the allure that most Pinterest users like remember, it is all about cultivating a body of images that can be used to inspire your followers.

August 29, 2017   No Comments

Creating an Effective Social Media Posting Schedule

The frequency of your social media posts can directly impact the number of followers that you get and keep.

If you post too infrequently or frequently, you’ll lose followers. You’ll also have trouble getting people to take notice of your social media accounts. For this reason, you need to come up with a schedule.

A social media posting schedule takes into consideration the following factors:

The best time of the day to post
The best day of the week
The topics you should post about
The percentage of promotional content

Determine the Best Time of the Day and Best Day of the Week

The best time of the day to post will vary, depending on the social media platform that you use. Also, your target audience may have different internet preferences.

Don’t forget to take the time difference into consideration. 80% of the US population are in the Eastern or Central time zones. If you’re in California and want to target the largest audience, you’ll want to plan your posts based on EST time.

Engagement tends to peak at the following times during the weekdays:

9 AM EST – overall engagement
1 PM EST – most shares
3 PM EST – most clicks

Next, consider the best day of the week to post. Monday through Wednesday, people are less active on social media. The majority of the population is too busy getting into the work week.

By Thursday, people are looking forward to the weekend and are more likely to spend time browsing on social media.

User engagement peaks on the weekends. This goes against previous studies that showed higher engagement during the weekdays. But, trends change over time.

The bottom line is that you should post between Thursday and Sunday to increase engagement. You should also plan at least one post for 9 AM, and subsequent posts around 1 and 3 PM.

Find Topics That Your Target Audience Will Enjoy

Along with considering the time of the day and the days of the week to post, you need to consider the topics of your posts. Find topics that your target audience will enjoy.

The first place to start is with the platform that you’re using. Facebook makes it easy to share just about anything, but Instagram and Pinterest are more image-centric. This means that content with a compelling image included in the post will be more effective on these platforms.

The topics should also be related to your niche and provide real value to your readers. This could include:

News
Tips and tutorials
Advice and suggestions

Essentially, it needs to contain beneficial information.

You can explore the most popular topics by performing searches through each social media platform. Each of these networks, including Twitter, Facebook, and Instagram, includes a search box.

Type a keyword into the search box and look at the top results. View the profiles of the original posters of the top posts. Look for posters that tend to share content related to your niche and see what topics receive the most likes, shares, and retweets.

Balance Your Promotional Content

Along with your schedule and topics, you need to balance the use of promotional content. It’s a perfectly acceptable business practice to use self-promotional posts on social media. But, if you use too many promotional posts, you’ll lose followers.

20% appears to be the median where engagement increases or decreases based on the frequency of promotional posts. This means you should plan one promotional post out of every five posts.

If you post once per day, this is one promotional post per week. If you post several times per day, you’ll share a promotional post every other day.

Start using a social media posting schedule to increase the effectiveness of your social media marketing efforts.

August 26, 2017   No Comments

What Smartwatches Mean for Email Marketing Campaigns

Both Apple and Samsung have created their own version of a smartwatch that link to a user’s respective smartphone. Users can send text messages, use a variety of smartwatch-enabled apps, and check their email.

While smartphones have brought users conveniences like Google at their fingertips, interactive messaging features, and social media apps on the go, smartwatches are on their way to doing the same thing. No need to pull out your phone when you can check your messages the same way you check the time.

Since their introduction to the market, Apple has sold over 13 million of their Apple watches. As these watches begin to penetrate mobile technology, let’s take a closer look at how that will impact email marketing campaigns.

Smaller interface means a shorter subject line

Email marketers should prioritize short, concise subject lines to make their content quick to read and easy to digest. Research on unique subject lines revealed that three-word subject lines have the highest engagement, but seven-word subject lines are most common.

Word choice is extremely important given you only get a few. When drafting a subject line, stay away from these trigger words that ranked low on engagement rate:

Free, help, reminder—triggers spam filters and users often associate these emails with bombarding, repetitive messages
Tired internet slang such as bae, fleek, ftw—rank low on open rates because they are mistaken for text messages
FWD: and RE: lead to a sense of deceptive familiarity and are reminiscent of chain emails – too long!

Links, hashtags, and graphics could be in trouble

Subject lines accompanied by long URLs and hashtags have less than 10% engagement. URLs and hashtags also take up valuable space in an already small screen.

Email marketers should focus on a strong call-to-action in the email body. Just as the subject line, call-to-action statements should be clear, concise, and to the point.

Without optimizing your emails, images and gifs will either not load or not appear to be the right size on a smartwatch screen. Unless you’ve tested your images and are certain they will function correctly, it’s best to forgo them.

The Apple Watch doesn’t automatically download images when it is opened, so email marketers need to prepare alternative ways to engage with their readers. Include the graphics, but switch to HTML if you haven’t already to take advantage of the tag for email images.

Clean, easy to read emails

As with certain images and graphics, there are email templates that will cause issues for smartwatch users. Most email templates are designed for desktops and laptops with HTML widths of about 600 pixels.

Email templates are often too wide for most smartphones, so it goes without saying how this would taint the viewing experience on a smartphone. These inconsistencies could also prevent horizontal scrolling.

Email marketers should consider that confined space that smartwatches have and adapt their email template to a single column format or plain text. This format is easy-to-read and doesn’t require horizontal scrolling.

Think about the face of a smartwatch and the size of your index finger. If buttons and hyperlinks are too small, there’s a possibility that you could open the wrong thing. It’s not long before a user will close an email in frustration and forget what they were going to click on entirely.

With a strong call-to-action, email marketers should consider designing action buttons that are easily accessible. Buttons should be large, visible, and easy to tap on a smartwatch screen.

Email campaigns will take a little more thinking to reach smartwatch users correctly and effectively. Now that you know how smartwatches will affect your marketing display and open rates, keeping the user experience in mind is crucial.

August 25, 2017   No Comments

What You Need to Know About Remarketing Lists for Search Ads (RLSAs)


With the ability to personalize the online advertising experience, remarketing strategies are gaining traction as one of the most popular internet marketing strategies. Online marketers no longer must rely on keywords as their only targeting strategy.

Keywords haven’t been left behind as there are methods that work alongside them such as Remarketing Lists for Search Ads (RLSAs). RLSAs have been around since 2013, but they’re still being overlooked and underused.

This post will help you understand what RLSAs are and some strategies on how to use them. Once you get a basic understanding of what RLSAs do and how they work, implementing them for your benefit will become much easier.

What are RLSAs?

Remarketing Lists for Search Ads takes traditional display ads a step further to target ads to customers who’ve visited your site, on the Google Search Network. RLSAs allow you to apply different keywords, bids, and ad copy to a variety of audiences.

RLSAs provide an opportunity for greater personalization in a world where tailoring ads to users is essential. It is now easier to create ad copy that is relevant to the user and enhance interactions between them and your company.

To get started with RLSAs, you will need to set up your website with Google Display Network remarketing and set your campaigns to include all features and settings. RLSAs use the same lists and management as your Google Display Network. These pre-existing remarketing lists will allow you to:

Target visitors on the search network who’ve already visited your website
View visitor behavior while active on your site
View search queries on Google

You don’t have to set up new campaigns or ad groups. Simply attach a remarketing audience and campaign of your choice. However, don’t hesitate to experiment and set up new campaigns and ad groups to specifically test RSLAs.

Getting started with RLSAs

Keyword research is essential to having highly relevant RLSAs. By applying different audience targeting you can refine who you reach out to and refine keyword sets appropriately.

With this you can bid on more generic words or wider math types for visitors that have visited your site before or are more likely to convert – the possibilities are endless.

You can tailor your bidding strategy is any which way you choose as some keywords may be too broad for general search traffic. Think about bidding more to:

Customers who viewed high price items
Customers that spend a certain amount of time on your site
Customers who leave their carts with items or don’t fully complete transactions

The benefits of implementing RLSAs

It’s important to understand that Remarketing Lists for Search Ads are targeted for people who have already visited your website or app. People that are familiar with your site are much more likely to convert in comparison to new visitors.

RLSAs give your company an additional opportunity to target your previous visitors through a different channel. You can better targeted qualified and valuable users who already know about your website or app.

When implemented correctly, RLSAs can deliver:

Efficient use of ad spends
Higher click-through rates
Better conversion rates
Lower cost per conversion
Better return on investment (ROI)

How to implement RLSAs

You must update your Privacy Policy or Cookie Policy on your website or app to affirm your use of DoubleClick cookies. You need at least 1,000 cookies in one list to utilize Remarketing Lists for Ads.

Currently, RLSAs require the use of AdWords Remarketing code as opposed to the Google Analytics remarketing code. Add the AdWords remarketing code to your website, but you can have both sets running alongside each other.

Once you’ve completed these basic steps, you can begin to:

Set up remarketing lists to be used for RLSAs within AdWords interface
Add a remarketing list to a search campaign group
Add a negative remarketing list to a search campaign or ad group

Getting the most from your RLSAs

Setting on Remarketing Lists for Ads on your campaigns is the first step. The next step is to ensure that you are using RLSAs efficiently. Here are three ways to ensure you’re getting the most out of your RLSAs:

Personalize as many ads as possible
Adjust your bids
Explore keywords

Tailor your ads to your specific audiences—be as creative as possible. Interchange approaches between ads and works towards making them increasingly relevant and personal. Don’t use the same ad for people who left items in the cart and those who didn’t get past your homepage.

Take advantage of what you already know and bid for audiences that are most likely to convert. Lower your bids for those who are less likely to convert or not as valuable to you.

RLSAs give you the opportunity to bid on keywords that you wouldn’t otherwise. Creating an entirely new search campaign for your RLSA doesn’t pose the same risk as targeting your audience through a random standard search.

Now that you know what Re-marketing Lists for Search Ads are and how to implement them, there is no excuse to not be using them. Don’t be left behind by simply targeting keywords.

August 24, 2017   No Comments

6 Tips to Help You Increase Your Instagram Followers

Instagram is currently the fastest growing social media site. This provides a great opportunity for entrepreneurs looking to grow their brand. With Instagram, you get access to over 600 million active monthly users.

Not only does Instagram have the numbers to help you expand your brand, Instagram followers are also more likely to engage. This means you’ll have better chances of getting followers to follow your links. But, first, you need to gain these followers.

Use these 6 tips to start increasing the number of followers you have on Instagram.

Research Your Competition and Take Notes

The first step is to begin researching your competition. You should see what they’re doing to attract followers. Look at the type of content that they post, which posts receive the most likes and shares, and how frequently they post.

By researching your competition, you gain valuable insight into the needs and wants of your target audience. You eliminate the need to perform detailed consumer research.

Make notes on what you find. Write down the frequency of their posts and other details. Use this as a base for your posting strategy.

Announce Your New Instagram Account

You can also take advantage of your existing follower base on other social media accounts. This can give you a quick boost of new followers to your Instagram account.

Post an announcement on Facebook, Twitter, and other social media sites encouraging your followers to check out your Instagram page.

Create an Instagram Posting Schedule

The next step is to create a posting schedule. While it’s easy to say that you’ll post a few times per week, it’s hard to stick this routine without setting concrete goals and plans.

Generally, you’ll want to post at least once per day. You don’t want to bombard your followers with posts. But, you also don’t want them to forget about you.

Along with the frequency of your posts, you’ll want to consider the timing of your posts. The time of the day can directly impact post engagement. The best time of the day to post depends on your followers.

Pay attention to what time of the day users engage with your posts. Typically, the afternoon is the best time, as people are out of work.

Take High-Quality Photos for Your Posts

Instagram is highly visual. Each post will contain a photo or a video. Make sure that you use high-quality photos. You should consider investing in a decent camera unless your smartphone has a camera capable of taking quality shots.

If your images appear grainy or out of focus, your Instagram feed won’t be as appealing to potential followers.

Include a Clear Message in Every Post

Along with a photo or video, you’ll need to include a message. This message should be short, concise, and clear. Make sure that people understand the point of your post, especially when promoting your products or services.

Remember to Use Hashtags in Your Posts

After your message, you should add several hashtags. Don’t try to include the hashtags in your message. It makes your message difficult to read.

At the bottom of your message, include several relevant hashtags. This helps people discover your posts when using the Instagram search feature.

Combine these tips to get the most out of your Instagram account. In addition to these suggestions, the use of sponsored posts can help you attract more followers.

Instagram is growing quickly. Get involved while interest is still high.

August 19, 2017   No Comments

Marketing Techniques to Target a Local Market

Local marketing requires a slightly different approach than traditional marketing. Though, it offers plenty of benefits. Targeting a local market is similar to niche marketing. You’re narrowing your focus to help increase conversion rates.

As an entrepreneur, you could create separate marketing campaigns, each focusing on a different local market. Here are some of the best resources and methods for this purpose:

Get listed in online directories
Create promotions for local customers
Target local customers with paid ads
Become active in local social media communities
Create local events and promote on social media

Get Listed in Online Directories

Each region seems to have their own set of online directories. For example, if you want to target customers in San Francisco, you would search for online directories that list San Francisco businesses or businesses that offer special promotions for San Francisco residents.

Getting listed on these sites is the same as getting listed on any other directory site. You’ll generally need to submit the URL of your landing page to the webmaster of the directory site, along with a little background information.

Some of these online directories offer free listings, while others charge a fee. If you plan on using a directory that charges a fee, make sure it’s worth the cost.

Use online resources to find out how much traffic the directory site receives. They should be receiving thousands of visitors each day and have a positive PageRank.

Create Promotions for Local Customers

Another option is to create promotions for local customers. When you choose a local market, decide on special offers or deals to give exclusively to the local customers. Not only does this help you target a local market, you establish trust with your customers.

Target Local Customers with Paid Ads

Use paid advertisements to target local customers. Almost every paid advertising channel available includes options for focusing on a specific local market. You can target regions, states, and even cities.

You can even use this solution with some of the other tips. Use the paid local ads to help spread the word about your promotions for local customers or your local events.

Become Active in Local Social Media Communities

Become active in local social media communities. If you take a look through online communities and forums, you’ll find an abundance of local groups. Just make sure that you follow the rules and regulations of the community.

Some communities and groups have restrictions when it comes to self-promotion. If self-promotion is prohibited, you can still use these communities to learn more about the interests and needs of your local market.

Create Local Events and Promote on Social Media

You could also create local events and then promote these events on social media. Facebook provides a simple solution for this method. You can create a Facebook event and then invite your followers to attend.

Even if you don’t use a Facebook event, you can still promote your event through social media. Simply link to your landing page where you discuss your event and share the post on social media. Encourage your followers to share the post with their friends and family.

Targeting a local market isn’t just for local businesses. Entrepreneurs can use these methods the same way that they use niche marketing. In fact, simply think of the local market as another niche that you want to target.

Start using these suggestions to target your local market.

August 18, 2017   No Comments

Mastering Visual Content Marketing


When tackling a content marketing campaign, you need to know what will rouse online growth and engagement. Text-based content will always be important, but in this digital era, visual content is integral to the success of content marketing.

Websites that are mobile-optimized should focus on visual content as the internet has made attention spans shorter than ever. The popularity of content presented in big blocks of text is long gone.

It makes sense to use visual content when over 50 percent of people are visual learners. Content that resonates psychologically is said to be at least 43 percent more persuasive. To reach your audience on a deeper level, here are 3 types of visual content to incorporate in your next campaign:

Compelling Images

Images are the first thing people think of when it comes to visual content. Knowing to add images to your content marketing campaign isn’t the hard part, it’s choosing the right type of images to get your point across.

Just like relevant keywords are important in text-based content, high quality and relevant images are vital to visual marketing. When deciding on how to choose images for your campaign follow these tips:

Aim for original images over stock photos
Candid photos over posed
Capture a feeling

Stray away from the cheesy stock photos for several reasons: your viewers can sense that they are fake and there is the chance that other businesses in your niche have used the same photo. Original images add a personal touch to your campaign that will only contribute to its unique qualities.

Depending on the aim of your campaign, candid photos may be a better choice than posed ones. Unlike posed stock photos, candid images are more realistic and therefor, more relatable. Your viewers will find it easier to picture themselves in your ad.

Be selective when it comes to choosing images for you content marketing campaign as a photo has the power to transport. Think about what you want your viewers to feel when they see your campaign and choose a photo that inspires those feelings.

Videos

Videos can become the chief representation of your brand if you are successful in creating the right one. For a visual marketing campaign, videos are images brought to life through movement, sound, and music.

Just as images, videos need to be of the highest caliber. Anticipate that your video will be watched and shared, so plan to optimize it.

Whether your video is for a landing page, e-mail campaign, or a blog post, there are several types of videos to choose from. To begin, think about the message you’d like to convey through your video.

There are a variety of videos that can enhance your business:

How-to videos
Animated explanations
Demonstrations
Customer testimonials
Expert interviews

It’s important to keep in mind that whichever type of video you choose, it should fall in line with the style of your brand.

Considering that most people may view your video on their e-mail or through a mobile app, it should be short and to the point. Give the viewer all the information they need, but be quick and concise about it. If they’re scrolling through e-mails or their social media feed, they don’t want to be held up for too long.

Memes

Memes are most commonly known as images that are followed by funny captions. They are new to the visual marketing campaign, but vary popular amongst internet users across social media platforms.

Memes were originally a form of entertainment amongst teens and college students but have gained traction as an easy, creative, and even quirky way to present visual content. Given their origins, it would benefit you to decide whether memes are appropriate for your niche.

If your brand is targeted towards a younger audience, memes are one of the best ways to motivate engagement. With this engagement, memes can build a community around your brand and allow to make inside jokes about your niche.

The measurement of success for a meme is when it goes viral and people begin replicating it. Viewers not only post and share the meme, but they go back to the original source which means major exposure for your brand.

Visual content is a great way to encourage your audience to explore your brand. Aim to create high quality visual content that truly connects with your audience. Don’t rush to put up any visual content for the sake of a schedule – substance is of the utmost importance.

August 15, 2017   No Comments

How to Run a Successful Giveaway for Maximum Online Exposure


There are several ways to grow your business online. From social media advertisements to PPC and content marketing, you have your pick on what to pursue. The last thing people think about when it comes to turning a profit is giving something away for free.

Giveaways are a great to put your business on the map and showcase your brand. Not only can giveaways be low in cost, but they can have a high return on investment.

Promoting a giveaway can be exciting for both a business and followers involved. Keep in mind that there are specific local and state laws in place regarding giveaways. Make sure to talk to a legal professional to make sure your rules and regulations are in order before announcing your giveaway.

A successful giveaway can generate hundreds to thousands of followers, subscribers, and an increase in sales. Giveaways can also help your business grow massive in a short amount of time. Here’s how to get started:

Have well-defined goals

By the end of your giveaway, what would you like your business to have achieved? Begin by putting together a list of goals to stay organized.

Focus on one key performance indicator and throw everything about your giveaway into achieving it. For your giveaway, you might want to think about:
Creating excitement around a new product
Increasing sales on a specific product or collection of products
Growing your e-mail marketing list
Increasing the number of followers on your social media accounts

Having an indicator to measure will make it easier to go back to see if your giveaway was successful. Don’t be afraid to set concrete number goals such as “a minimum of 1,000 followers” or “500 entrants”.

Giveaways are used to increase brand awareness and build and online following. You want your current followers to enter but you also want them to share to people who know nothing about your business.

Have an exciting prize

The prize is what people are here for—you need to make it worth it! The product is the first thing that will attract people to your contest. No excitement equals no participation.

Giveaway prizes come in several forms. Whether it’s a product or cash prize, it’s always something that will showcase the brand. Popular giveaway items include:
A limited-edition product
A collection of products
Gift cards
Travel

Limited-edition products are exclusive and will generate buzz just because the product may never be seen again. Not only is your product special, but the potential winner is too.

Even if your business isn’t large scale enough to giveaway something like a travel package, you can relate your products to such activities and still make them attractive.

Provide incentive for your giveaway

With a giveaway, you’re not just simply letting someone have your product for free. You are giving it away in the hopes that they’ll be encouraged to buy the product or explore what your business has to offer.

You must make your followers work for the giveaway. Think back to your original goals for this giveaway and tie it in with your incentive.

For instance, if you want to increase your followers on Instagram, require that entrants follow your page or tag friends in the comments to qualify. Do you have an attractive photo of your product? Request that users repost your photo to enter or hold a contest to see who gets the most likes to determine a winner.

Incentives like reposting and tagging of friends can work to validate entry, but they are a great way to gain free advertisement. Certain companies have asked that entrants post a video of why they want the product or why they should win. With this strategy, you’ll be reaching untapped timelines.

Promote your giveaway

Giveaways need constant hype to keep the ball rolling. Stalls in any type of contest lose traction and can become forgettable. You must go beyond personal promotion to achieve a successful giveaway.

You’re in charge of reminding your followers and the social media world that you’re holding a giveaway. Promote your giveaway across social media platforms, repost and re-share your entry rules, and engage with those who are participating.

Borrow the followers of someone else by utilizing partnerships with celebrities and influencers. Keep the personality relevant to your business so you know that you’re attracting your ideal customer. By partnering up with an influencer, you’ll increase traffic and spark engagement among followers.

Give credit to the winner

You spent a lot of time on your giveaway and the winner probably spent just as much time promoting it. Make sure to shine the spotlight on the winner when your giveaway ends. This also legitimizes your giveaway and builds trust for contests in the future.

Be sure to thank all the people who entered and take the opportunity to talk about your plans for future giveaways. For additional exposure, have the winner post a picture with their prize and share that as well.

August 14, 2017   2 Comments

Enhance Your Product Pages to Kick Your Conversion Rates into High Gear


Businesses that don’t have a brick-and-mortar establishment rely on their website to move their product. Content of the website is essential to convincing the customer to buy. It could be the difference between an idle shopping cart and a completed transaction.

What about the website itself? Your content could be getting your message across but your sit could be prohibiting customers from moving from a “maybe” purchase to a “definite yes”.

Not only do shoppers visit a site with the intention of buying something, but they also check to research, learn, and compare your products against your competitors.

To name a few of these resources, product pages provide your buyers with pricing information, delivery costs, and return policies. Effective product pages are the key to meeting the needs of your buyers.

Product pages should be aimed at getting your customer to the finish line—purchase. Here are X strategies to turn your product pages into one of your best marketing tools.

Keep product page layouts consistent

Aim to maintain as much visual continuity from one page to the next. All your product pages should be in the same format. Create a template that enhances the display of your products.

Consider those customers that enjoy browsing, rather than going to a specific product. The following information should be listed in the same location from page to page:

Images
Product descriptions
Specifications
Pricing

Don’t make your visitors re-orient themselves every time they jump to a new product. Keep pricing information clear and visible.

Write sturdy product descriptions and detailed product information

Every product you sell is unique, just as the description should be. This information lets the customer know what your product does and how it will benefit them.

Product descriptions will determine whether a buyer needs this product. Utilize this space to address why your customer can’t live without this product.

Include detailed product information including:

Features
Specifications
Benefits

If certain features require additional information, provide links that have more details. Aim to include as much information as possible to keep the visitor on your product page.

Use high-resolution images and enhanced product views

Images give your customer an idea of what the product looks like and will help them understand what they’re about to buy. High-resolution images showcase your product in the best light possible.

Just as with making customers re-orient themselves with inconsistent layouts, low-quality images will make them squint and zoom. Low-quality image reads as a low-quality product.

Give your customer as many angles of your product as possible. Enhanced image views allow the customer to simulate the product in their hand. A more interactive format will give the customer a greater appreciation of your product.

Incorporate product comparison

Product comparisons simulate that in-store benefit that customers don’t get online.

You can reduce the chances of product return with product comparisons. Giving the customer a side-by-side view of the products their considering will help them narrow down their final choice.

Keep your formats for product comparison easy to read. Prices, specifications, and descriptions should be placed side-by-side in an organized manner for the customer to easily compare.

Provide international pricing options

If you sell products internationally, picture one of your customers having to leave your page to determine a conversion rate. Don’t give your customers a reason to leave your page unless it’s leading them to the shopping cart landing page.

You can provide international pricing options by allowing customers to choose their preferred currency when viewing the price or prompt visitors to select their country upon entering your website.

Product pages are meant to inform and sell. Products won’t sell if the customer can’t find the information they’re looking for.

Customers that are well informed on their purchase are less likely to return products and more likely to engage in the purchase process again. Don’t let easily fixed elements turn a potential profit to a definite loss.

August 8, 2017   No Comments

Adding a Personal Touch to Your Brand Through Influencer Marketing

Word-of-mouth is one of the most valuable forms of marketing as it has been shown to influence 20-50% of all purchasing decisions. People will take the recommendation of a person they know and trust over a corporate ad any day.

Moving beyond family and friends, influencer marketing has weaved its way into a highly sought out form of personal recommendation. To demonstrate this, 40% of Twitter users made a direct purchase because of an influencer’s tweet.

Influencer marketing is word-of-mouth for the digital age. Your company can use people with massive online followings to advertise your products on social media. Here’s a breakdown of influencer marketing and where to start.

What’s an influencer?

A social media influence is someone who leads in a specific niche and can use their following to market products of companies who share the same customer profile as their followers.

There are different types of influencers and more than one might work for your company. Understanding how these types of influencers attract a certain type of customer will help you choose which one is best for your brand.

Celebrities
Bloggers
Micro-influencers

Celebrities are the most popular choice when it comes to endorsements. Major celebrities promote different products that are gifted to them or things they truly love or Instagram or Twitter. Some celebrities eventually go on to become official partners of a brand to create limited edition products and collections.

Influencers don’t always have to have a big name. Bloggers are a good choice for an influencer because depending on their field, they may have established a level of authority and expertise. Bloggers with strong followings in health, fashion, or technology have potential to spike an increase in sales with just one promotional post.

Micro-influencers have become extremely popular over Instagram. These people aren’t necessarily famous; they just happen to have many followers interested in a specific topic or product to make them a potential partner for a brand.

You may have seen micro-influencers with followers in the hundred-thousand’s promoting herbal fit teas, nutritional supplements, or clothing brands.

How do I find an influencer?

A large social media can be compelling enough to sign someone as an influencer for your brand. Don’t be so quick to send them your products just yet.

Ask yourself the following questions when considering a potential social media influencer:

Who are you trying to influence?
Who do your target customers trust?

An ideal influencer for your brand will need to be relevant to your brand. Remember that they will be sharing your company’s content and developing a following based on the market you want to target.

Resonance amongst your audience is another important quality for your influencer to possess. The potential level of engagement that a person can create with your target audience is incredibly valuable to your brand.

The benefits of influencer marketing

With the right influencer, you can reach a very specific audience that is ideal for the product you’re selling. By finding an influencer who shares the same interests as your product, you can assume their followers are the same.

A good influencer will be selective in what they choose to promote by rejecting those products they feel their audiences won’t gravitate towards.

Influencers want to get something out of your partnership. By creating content that is relatable, engaging, and sharable, influencers are gaining just as much exposure as your product.

With this motivation, the potential to go viral in comparison to a paid ad is much more likely. Organic buzz from these instances is a great way to increase your follower count and build up your email and targeting lists.

Even when a social media post is clearly marked as sponsored content, an influencer provides authenticity to your brand. An influencer that makes your product relatable by weaving their own story into it will receive a genuine response from followers.

70% of consumer’s value online opinions even if they don’t know the person. Influencers offer a tangible, human aspect to your brand that people can connect with.

Influencer marketing is only increasing in market share. While there are many benefits to incorporating influencers into your marketing strategy, take care to choose a person who embodies your brand and can reach your ideal audience.

August 5, 2017   No Comments