In 2014, more people accessed the Internet via mobile devices than PCs. Businesses need to be where their target audience is, which means they need to be on mobile. In order to find and connect with your prospects, you will need a strong mobile strategy.
If you haven’t focused on mobile before then you may not know where to begin. In this post, we will take a look at some of the best ways your business can connect to its target audience via mobile marketing.
Think Social, Mobile, Local
Facebook and Twitter both allow you to create mobile ads, allowing you to get very targeted with your paid ad campaigns. Social, browser and in-app mobile ads let you hone in on certain demographics, such as users in a specific area. With about 40% of mobile searches being local searches, this is a functionality businesses should take advantage of.
Use the Medium They Enjoy
Videos are quickly becoming the content of choice, which is why mobile video ad spend doubled from 2013 to 2014. You can create videos that are interactive, allowing users to engage more deeply with your brand. Videos like these are also more likely to be shared on social networks. The key is to make videos that are memorable and actionable. One study found that while 80% of mobile users will view a video, only about a third will finish it. Experts recommend keeping mobile videos less than 15 seconds.
Create Mobile-Friendly Communications Email open rates on mobile devices have increased 500% over the last four years. With more people reading email on-the-go, businesses need to adjust their communications to fit this behavior.
Most email marketing tools now offer mobile-friendly templates. However, if you don’t have that option, make sure you’re using a large font and keep the width under 600 pixels.
Contact TN Media and Get Connected with Your Audience
Need help with mobile marketing strategies for your business? TN Media in Nashville, Tennessee can help! Contact us today for a free digital audit and to learn how we can help you use mobile to connect with your audience.
Well you have come to the right place. TN Media offers SEO in Tennessee and really, we don’t care which state you live in. What matters is that TN Media can get your website found online through our SEO services. But, I wanted to take some time to explain why choosing local is good, why you need SEO, warning signs and what you should look for in an SEO company.
Why you need SEO.
Lets face it, when you need something, you go to Google and about 10-20 percent of you use Bing or Yahoo for reasons that I don’t understand. But that is different discussion. So when you need a plumber, dentist or an attorney, your search begins on the web. Heck if you are searching for “SEO in Tennessee,” we are writing this article for YOU! This very article is part of our content strategy that goes along with our SEO efforts and this is why you need it. To spell it out more plainly, YOU NEED TO PUT YOURSELF IN FRONT OF YOUR CUSTOMERS WHERE THEY ARE LOOKING. Sorry for yelling, but I have to get that point across.
When looking for SEO in Tennessee or any place in the country for that matter, you need to stay away from people and companies that tout amazing results. Claims like “We’ll get you on the first page of Google..,” or “See results in one month…” and “Our ranking software makes it automatic…” are frequent and bombarding. As small business owners, you know it is hard to sift through the weeds to find a company that offers a product that can really help. It’s not easy and Google likes it that way. Most times, these companies use tactics that don’t bring results. They may get your site ranking organically, but it won’t be with high-value keywords and you’ll have low search volumes.
What to look for.
This one is easy. You are buying services. You need to know what those services are offering you and ideally you have somewhere to log-in and see that progress.
Deliverables: What is the SEO company providing on a monthly basis? What links are being built?
Reporting: How often will you get reporting? Is there a dashboard to log-in at any time?
Keyword Strategy: Ideally you are targeting localized keywords that have high opportunities to produce results.
Consulting: You want a company that will work for you and with you. Need help with your strategy? Need content? Need someone to write blogs for your company? We can handle all of this for you.
Why choose local?
We all know having someone to sit down and talk to is much better than talking through email and over the phone. We want to bring a personal touch to your campaign. At TN Media, your local rep is your one point of contact for all of your online marketing and print solutions. Let us help you grow your business.
Integrating your search and social marketing efforts can help you multiply results: Insights from the Marin Software white paper
Most marketing directors today have learned the power of search engine marketing and social media marketing. Unfortunately, while most of them understand the return on investment that these two channels can offer, many of them continue to operate both channels separately from one another. Integrating the two channels into a single marketing platform can drive even higher ROI by giving a complete 360-degree view of the customer and better identifying potential high-value customers.
That’s the message behind “The Multiplier Effect of Integrating Search & Social Advertising: A Best Practices Guide for Cross-Channel Marketing.” This new white paper, published by Marin Software, argues that SEM and social media marketing operate differently from one another, play a different role in the buyer journey and are much more effective when used in combination with one another.
According to the white paper, marketing efforts suffer when different channels are siloed-off from one another. Today, marketing must be all about the customer, instead of being about the channel used to reach the customer. Since search engine marketing and social media marketing provide different insights about the customer, the white paper argues that the two channels should be combined into something that can give a complete view of the customer.
Search can tell a marketer what a customer wants
Social can tell a marketer who a customer is
When examined separately, these two insights don’t mean very much. However, when search and social are combined, giving an integrated view of who a customer is and what their buying intentions are, marketers have a much clearer perspective on how to best target that customer.
The benefits of marketing channel integration don’t stop with greater customer insight. It also helps ensure that marketing messages and promotions are clear and consistent across all channels. As the Marin Software white paper points out, when search and social channels operate separately from one another, messages can get muddled.
For example, marketers in the search silo may be sending customers a message of “high quality,” while marketers in the social silo are sending a message of “low price.” Integrating the two silos ensures that both search and social will be sending customers consistent messaging, which helps increase the likelihood that customers will identify with the message and find the company trustworthy.
The white paper also points out that search marketing and social marketing should not function separately from one another because they both serve a different purpose in the customer lifecycle. For instance, many users click social ads early on in their buyer life cycles. When they eventually make a purchase, those social ads will only be attributed as a factor in their conversion if the social channel is integrated with the search channel.
The final reason that integrating search and social together is perhaps the most powerful one of all: integration leads to higher marketing ROI. A survey performed by Marin as part of the white paper demonstrates that customers who interact with both social and search ads from a company are far more likely to purchase from that company than customers who only interact with search ads or only interact with social ads. In addition, customers who interacted with both search and social ads drove significantly higher revenue than customers who interacted with only a single channel.
What do these results mean for marketers? According to the Marin white paper, they illustrate the fact that customers are more likely to do business with a company if that company’s messaging is reinforced over multiple channels, while marketers are more likely to make informed decisions about how to optimize marketing resources when they have a clear view of a customer’s complete buying journey over multiple channels.
Read the white paper to learn more about Marin Software’s ideas on integrating search engine and social media marketing to form a single customer-focused marketing platform.
Search Marketing, synonymous with Search Engine Marketing, is the process of gaining exposure on search engines through paid and unpaid efforts. Search Engine Marketing is one of the most important types of marketing for companies in the ever-evolving digital world.
Why is Search Engine Marketing so important?
The days of just running a print ad in the newspaper or in the Yellow Pages to generate more business are long gone. Print can still be an effective medium for the right demographic and can play an important part in an overall marketing strategy, but will not work as a stand-alone product in today’s world.
According to the US Census Bureau, 74.8 percent of American households had internet at home in 2012 and a whopping 45.3 percent of individuals 25 and older were using a Smartphones in 2012.
Why are these numbers important?
Consumers go to the internet to find answers and they start looking on search engines. This is why you need to market to them there. It is much easier to pick up your phone and search for a company/service than it is to find an ad you saw or look in the big yellow door stop.
What types of Search Engine Marketing are there?
Originally Search Engine Marketing, SEM for short, was considered an umbrella term that encompassed Search Engine Optimization, or SEO, and Pay Per Click ads, PPC. It is now widely accepted that the term Search Engine Marketing is the same as PPC, but for the purpose of this article we’ll use the original meaning.
Since marketing on search engines is what we’re talking about, I’ll break it down into the ways you can achieve just that.
Search Engine Optimization (SEO)
Search Engine Optimization has to do with showing up in the Search Engine Results Page, or SERP, and there are two types of results:
Local Maps Listings
Organic Search Results
Local Map Listings are shown for local business that align well with the terms searched. Whether or not a listing shows is determined by proximity to the location being searched and the number of reviews to that location. So, in the game of Search Engine Marketing, this is the best place to start. Creating the listing is free and it is in your best interest to fully complete the account. Add images, hours of operation, categories for your business, basically the more the better.
Google is the best place to start as it receives over 60 percent of internet searches. Create a Google+ profile for your business and drive your happy customers there to give you reviews. This is one of the best and cheapest way to help your business show up in search engines.
The game of Organic Search Results is a much harder one to play. Over 200 factors go into Google’s Ranking algorithm, and how long your site has been around is one of them. You can have a website and be nowhere near the front page of Google, which to most, is as far as they go when searching. This is a long-term strategy that is always changing.
Be weary of companies promising first-page rankings as they often are going to target low-traffic keywords that won’t drive results for your company. Most SEO campaigns take 3-6 months to really see an increase in qualified traffic.
Pay Per Click
Pay Per Click, which has become synonymous with the term Search Engine Marketing, is the other method to put yourself in front of internet searchers when they are looking for your products/services online. This method is also the quickest way to get your company found online.
With PPC ads, you are able to target any and all keywords related to your business. This is one of the best ways to drive phone calls and leads for a new business that currently doesn’t have a presence online. It is also great for companies that want to supplement their current exposure by expanding the keywords they are targeting. But it comes at a price, which is your Cost Per Click.
Benefits of PPC:
Transparency: You know exactly how much money you are having to spend to get X amount of leads. And if you are savvy and have call tracking set up, you can listen to those calls and map those to sales to get your ROI or Return On Investment.
Quick Turnaround: PPC campaigns can be set up in a matter of weeks depending on the solution with TN Media.
Scalable: PPC campaigns can start with smaller budgets and grow as your business grows.
Targeting: You are able to finely target what geographical area you want to display your ads in. This can be done with a radius from a location, zip code, state or country.
Summary: What is Search Engine Marketing?
Basically, if you are going to have one type of marketing in your plan, Search Engine Marketing is the best option for most companies.
My advice is to usually start getting leads and growing your business with PPC. Once you have some positive ROI from those efforts, start investing in an SEO campaign to help drive those organic visits.
In the end, it’s all about trackable investments and the revenue it produces.
If you’d like to know more about how we can help you grow your business through Search Engine Marketing, GIVE US A CALL TODAY!
Yesterday, we hosted our digital marketing seminar and it was a huge success! The seminar was full of great information on how to grow your business online.
We promoted our event with email marketing, Facebook ads and posts, our website and blog, and telling our customers about the event. Below are the results:
We covered topics all across the online marketing spectrum:
We began promoting the event at the start of February with word of mouth, our website and Facebook advertising. On February 4, we sent out an email blast promoting the event. Below are sign-ups over time:
We had a total of 34 individuals attend who registered and checked-in. Approx. 10 just showed up day of. Twenty-nine different companies were able to gain knowledge to help them reach their business goals through digital marketing. If you missed this seminar, don’t fret, we’ll have another one in the coming months.
Keep an eye out on our blog; we’ll be sure to update it as we plan our next digital marketing seminar.
Marketing is evolving every single day. The way our clients speak to and are perceived by their customers is on a constant shift and this should be top-of-mind as they solidify and build their strategic marketing plans for 2014.
As we arm our clients with the knowledge for battle, here’s a look at four trends that marketers in any industry should be on the lookout for in 2014.
1. Content Marketing
The importance of content isn’t changing and will be bigger than ever in 2014. Just doing SEO isn’t going to cut it next year, with updates like Penguin and Hummingbird even more value is being placed on new fresh and relevant content by the search engines. According to Social Media B2B, companies that blog generate 67 percent more leads per month than those who don’t. Expect it to continue to be the one of the most effective ways of establishing authority and gaining trust with customers. Marketers should create continuous valuable content through a variety of channels.
2. Monetizing Fans (especially in social media)
In 2014, the best digital marketers will be taking advantage of revenue-generating opportunities as they relate to the fan or the consumer. Fan monetization will be the basis of ROI. Until now, the value of a fan has been simple: how much money did they spend on a brand and its product(s). In 2014, the use of multiple engagement channels and digital marketing mediums will provide a new currency impacting the value of a fan: their influence on others. Brands will begin to embrace the idea that the value of a fan is calculated not just by the money invested in products, but by their ability to encourage more fans to become customers.
The most valuable fan for a brand may not actually be a customer. A fan may be supportive of philanthropically issues, social practices, customer service and other non-sales related efforts and, though they do not buy a single product, social media provides them with the ability to become advocates of the brand, driving sales just as a television advertisement or email offer may achieve. While a company may always evaluate success and performance by the bottom line of a balance sheet, the value of a fan and the fan’s fans, will determine the new standard of ROI.
3. Industry-Specific Ad Formats
More industry-specific ad formats are likely to emerge. The meteoric rise in Price Listing Ads or PLA adoption by retail advertisers and shoppers provides evidence that richer and more relevant ad formats are the future of paid search. These should be a part of an SEM strategy for any retailers with eCommerce websites.
Google’s Hotel Price Ads (HPAs), though still in beta, are a prime example of a new ad format geared towards a specific industry: travel and leisure. Similar to PLAs, the new HPA format enables marketers to deliver highly relevant ads, including price, for accommodations that appeal to travelers. Consequently, we expect to see more ad formats emerge across industries like automotive and finance, where rich content such as pricing and rates are likely to increase ad relevance and engagement.
4. Location-based Marketing
This type makes use of GPS technology to deliver multimedia content tailored to the geographical location straight to the potential customer’s mobile device. This helps to cater more specifically to users’ needs, and both marketers and consumers are expecting more of this in 2014. Already there are social apps, including Ban.jo, Path and Foursquare that provide vital consumer data.
91 percent of adult mobile phone owners have their devices within arm’s reach 24/7, and location-based marketing could exploit this massively. Furthermore, tools such as Google Wallet are being perfected, which will enable people to buy with their credit card right from their smartphone.
Paid advertising will also increase, particularly on Twitter, Pinterest and LinkedIn. Social signals have proved to be important for search rankings and building reputation. 2014 will be an epic year for new digital marketing opportunities. There is more opportunity than ever to engage customers and advocates for our client’s brands. It’s all very exciting!
Reaching out to consumers and establishing a brand is an important part of succeeding in business. Without marketing solutions, a business has a very high chance of failure. Online marketing is a strategy that helps build up a company’s reputation and exposure online by using a variety of internet tools and solutions.
Definition of Online Marketing
Before it is possible to understand the different strategies and marketing tools that are available, it is important to identify what online marketing is and how it promotes a business.
Online marketing, which is also called internet marketing or online advertising, is any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements.
But, the way that it promotes a business is simple: it builds up the company reputation by increasing its ability to be found online. A large number of potential customers browse the internet, look for information or simply enjoy their favorite pastimes with an internet connection. By taking advantage of the online tools and resources, it is possible to get the company name out to the public and encourage potential customers to look further for information.
When it comes to online marketing strategies, website development plays a crucial role in your ability to reach your target audience. The reason is simple: potential customers look for information, products or services that you provide on your website.
A website provides an online presence that allows customers to find out more about your company, your services and the type of products that you sell. Putting a website together these days is fairly simple, cost effective and absolutely essential to having a business these days. Free websites services exist, but come with a number of limitations (Watch for our upcoming post: “Why that free website isn’t what you want”).
Template websites offer the luxury of getting a professional website up and running at a reduced cost and turn-around time. Business owners choose a template and then create content and color schemes that match their business.
For those with the budget, custom websites are a great option. Depending on the needs of the company, a complete custom solution, from the design to the functionality of the site, is created. This process requires more time but has almost no limitations to what can be provided. Custom websites can range from approximately $5k to more than $100k.
TN Media offers premium website solutions to fit almost any budget.
After a website is built for your company, you must promote it. Search engine marketing, or SEM for short, is one of the best ways that you can promote your company, services and website. SEM is the process and strategy of getting website exposure online with keywords related to your business. SEM includes pay per click ads (PPC) and search engine optimization (SEO).
Pay per click, or PPC, is an ad that displays on search engine result pages. The advertiser pays when the ad is clicked by the user and is directed to their website or landing page. PPC allows for nearly immediate exposure online and can provide a high-level cost transparency.
Search Engine Optimization, or SEO, is the process of optimizing website content online to increase exposure in the organic search results for desired keywords. This is a long-term strategy that has many factors contributing to its success. These include site architecture, on-site content, internal and external links, keyword research and competition analysis to name a few.
While being found online is probably the most important part of an online marketing strategy, there are other types of internet marketing that supplement those efforts. For more information about SEM, check out our previous blog post: “Why advertise on Google?”.
Update: SEM in the past was widely accepted to be Search Engine Marketing which fully encompassed SEO and SEM. However over time many have adopted the SEM acronym to refer solely to paid search. (source: searchengineland.com)
Making Use of Social Networks
Social networking websites are a powerful marketing tool. They provide the opportunity to develop a solid and professional reputation. You can also advertise your company, website and services through your social networking pages.
A major reason that advertisements and content on a social networking websites help develop your company is word-of-mouth. It allows you to employ reputation management strategies, engage with customers and answer questions. By engaging with your customers, you encourage them to share their experiences with those in their network.
Online marketing strategies may also include email marketing. Businesses use this tool to reach out to current customers by sending out newsletters, coupons or informational emails. You can also encourage new customers to sign up for your newsletter or mailing list to learn more information about the products or services that you provide.
While email marketing is not new, a fairly unknown concept is marketing to a rented list. This process allows you to target individuals who have opted-in to receive promotional emails and have typically provided some information about who they are and their interests. Check out our previous blog post on effective email marketing for more in-depth information.
Online Display Ads
Take advantage of online display ads by putting up advertisements on search engines such as Yahoo, Bing and Google. Rich media ads, which are advertisements that allow potential customers to interact with the ad, create more engagement with consumers than your run-of-the-mill text ads.
Not only does a display network allow you to place advertisements, but you can learn about your customers through rich media ads, such as the amount of time that they spend interacting with your advertisement. This tool helps measure interest in your products and provides a visual that encourages potential customers to learn more about your products or services.
Online marketing is an essential part of running a successful business in today’s digital world. TN Media is located in downtown Nashville, Tennessee and has solutions to fit every type of business and budget. Contact us today to schedule your free comprehensive analysis to see how TN Media can help you meet your business goals.
We are the state’s largest reaching, multi-channel digital marketing and news network, serving six primary marketplaces and the state through digital and print platforms with powerful, deep and relevant local reporting.
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