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What Makes Facebook a Valuable Marketing Tool?

Every business needs a good marketing strategy to be at the top of the game in the ever-evolving world of digital marketing. With strategy comes the proper tools and channels to execute the plan. One of the most popular tools for digital marketing today is Facebook, so let’s see why this social media platform has become so widely used. 

Launched in February 2004 by Mark Zuckerberg and his co-founders, Dustin Moskovitz, Chris Hughes, and Eduardo Saverin, Facebook is a stroke of genius that has fast become a must-have in today’s digital world. It’s designed to appeal to every generation, and let’s face it—everyone’s on Facebook. 

The social media platform is available in 109 languages. It has more than 2.5 billion active users per month, more than any other social media platform. Due to the huge potential to reach a lot of people, it comes as no surprise that many businesses opt for Facebook to market their products or services. 

It’s no secret that many consumers surf the internet before making a decision to purchase anything. And with Facebook’s billions of users, the massive opportunity to acquire potential customers should be taken into account by every company out there. 

Unlike traditional advertising methods, running ads on Facebook doesn’t cost an arm and a leg. A business with a proper marketing strategy in place can make it work and expect to reap the rewards. Every minute, 400 users sign up on the platform. That’s like finding a gold mine if Facebook marketing is done properly.

Businesses can utilize demographic targeting, offering products and services through the Custom Audience feature. It works like magic, narrowing down the field, and weeding out those who do not fit. This is one aspect that gives digital marketing the edge over traditional advertising like television and radio—the ability to customize and personalize the customer experience.

Facebook is good for brand awareness

Facebook is good for brand awareness as it provides businesses with maximum visibility at a minimum cost. Ad campaigns can set a goal, depending on if a company wants to attract a certain target audience to like the page or direct them to a website or a landing page. It’s also a valuable tool to increase engagement and form a lasting relationship with customers. A business can address a problem and provide solutions right away when a customer leaves a review or a comment or sends a direct message.

Many brands have taken the lead like Samsung, for example, amassing 160 million page likes. Coca-Cola, Disney, Redbull, KFC, and even Microsoft Windows jumped on the bandwagon as well.

Facebook as a marketing tool

More and more marketers believe in the importance of Facebook as a marketing tool. More precisely, 67% of them refer to it as the most important social media platform. It is something that will not be changing anytime soon. Since 70% of consumers search for products they need to buy on Instagram and Facebook, we’d have to agree social commerce optimization is inevitable.

So if you’re already running a business or you’re planning to launch a business, it’s vital that you take these amazing facts about Facebook into account and use them to your advantage.

How to Create the Perfect Email Campaign for Your Customers

Creating a perfect email campaign is an art every brand needs to learn. The trick lies in the fact that what may prove successful for one business isn’t necessarily successful for another.

If you think about it a bit reasonably, this will come as no surprise. Different brands have different audiences, different offers, and different communication styles, so it is only natural their messages will be different, too.

What you need to concern yourself with, however, is the success of your email campaigns as compared to the competition.

Let’s define “competition” first. Many brands that are just starting out make the mistake of keeping an eye on all brands operating in the same industry and area. That is a huge no-go!

Competition comprises brands that are SUCCESSFUL that operate in the same industry and area. The easiest way to keep an eye on their offer is to subscribe to their newsletters and follow their social media profiles.

The Importance of Stellar Subject Lines

First of all, subject lines must be consistent with the offer. In plain words, that means that they mustn’t be used as clickbaits. If the offer doesn’t deliver on the promise of the subject line, your brand will not be trusted.

Many brands use target keywords in their subject lines, which is great practice, but the rules of the game are somewhat different as compared to subject lines in website content.

For one thing, they shouldn’t include stop words, and for another – they should be separated by hyphens.

Various studies have been analyzing the topic, showing some not so surprising results. I.e., the most effective subject line keywords are “alert,” “free delivery,” “available”, “news” and “new.” Other high-ranked subject line keywords include “thanks,” “thank you,” “off selected,” “brand new,” “sale starts,” “great deals,” “iPhone,” “available,” “latest,” “introducing,” “back in stock,” “breaking,” “golden,” “bulletin,” “order today,” “orders over” and “special.” The study was performed by Adestra and Smart Insights.

Global email marketing agency Alchemy Worx has undertaken similar research, concluding that the five single most efficient subject line keywords are “go,” “just,” “upgrade,” “content” and “wonderful,” followed by “congratulations,” “promotional,” “snapshot,” “deduction” and “voluntary.”

If you can think of subject lines containing one of these words, chances are, your efforts will be more successful… but still not stellar unless your messages have been brainstormed, too.

Now, the whole point of getting your subject lines to catch the attention of the recipient lies in the fact that they determine the fate of your message. If they fail to grab the attention of the recipient, your message will be either deleted or flagged as spam.

Once your message has gotten the attention, it should meet (and preferably) exceed the expectations. It goes without saying that the message must expand on the subject line, or else you’ll be (understandably) seen as a spammer.

Communicate Efficiently

Need we say that, in order for an email campaign to be successful, you need to get to know your audience first?

All marketing efforts target certain people, not all people. Those certain people may fall under one or more target groups, which is to say that one brand may have more audiences.

Now, it’s solely upon you to decide the kind of audience(s) you will serve. Some may be out of the question, though. I.e., if you sell secondhand clothes, obviously executives won’t be interested!

That’s to say, every successful email campaign strategy begins with knowing your audience. If you have multiple audiences, send different emails to each group, offering just the products and services they are interested in.

Research and Then Research Some More

Take your time defining your audience and take your time listening to their feedback. It’s a well-known fact that feedback is the single most important insight determining success of any marketing campaign, and email campaigns are by no means any different than the rest.

Start with the info from the subscription form and don’t shy away from asking for additional info, either via email or on your social media profiles.

Always send a welcome message to every new subscriber and a thank-you message after each purchase. In this way, you’ll establish your brand as trustworthy, and people will keep coming back to you instead of browsing the competition. Oh, and one QUITE important step: always address customers by their first name (subscription form info).

Is There More to Email Campaigns?

Certainly this is only the top of the iceberg. Marketing is not by any means simple!

Fortunately, though, email campaigns follow the very same rules of other marketing strategies, which basically boils down to a couple of things:

  1.     Proper communication
  2.     Listening to feedback
  3.     Remaining competitive
  4.     Being professional
  5.     Offering stellar and prompt customer support

If you follow these five simple steps, your email campaigns are bound to be successful. That isn’t to say it’s not a lot of hard work. It is, but remember that once you have established your brand as respectful, you’ll just need to keep in touch and adjust for the changes!

Essential KPIs You Should Track for Measuring Brand Performance

Every brand needs to know whether or not their marketing efforts are actually yielding viable results. The main reason is that the online market has become increasingly competitive and saturated. That said, investing time and resources in a marketing campaign needs to pay off. 

Otherwise, your brand may be underperforming without you even realizing it. So how does someone measure their brand’s performance? This is where KPIs (Key Performance Indicators) come into play. 

As their name suggests, KPIs are tied to the company’s or brand’s vital performance statistics, which usually represent every factor related to sales and revenue, as well as the outcomes of various marketing tactics and strategies. 

Measuring essential KPIs is vital for a brand’s development and growth, and it should take priority when creating marketing strategies. With that in mind, here are a few of the essential KPIs you should track for measuring your brand’s performance.

Customer acquisition

Acquiring new customers isn’t easy, and it isn’t cheap either. Brands that wish to grow their customer base must be aware of these costs. If it costs too much for your brand to acquire a new customer, then it’s obvious that your marketing performance is lacking. 

That’s why customer acquisition costs (CAC) KPI is essential to track. When you add the cost of sales to the costs of marketing and divide it by the number of new customers acquired, you can calculate how much it costs your brand to acquire a new customer. 

When you manage to reduce these costs as much as possible, it means that your brand is spending or investing money more efficiently, which will ultimately benefit your profits and return on investment (ROI).

Customer Lifetime Value (CLV)

Another KPI tied directly to sales and profits is the CLV, or the customer lifetime value. This KPI portrays just how much revenue your brand generates from a single customer during their lifetime as a customer. 

For example, if it costs your brand $300 to acquire a new customer but that customer purchases $500 worth of your products, you’ve actually made a profit and your brand’s performance is rather good. 

Moreover, the longer you retain that customer, the more value you gain over time. The key is to not spend more on acquiring a new customer than you can profit from that very same customer. In other words, if the CAC costs exceed your CLV gains, you have a negative impact on your profits, and your brand is underperforming. 

Web traffic

Website traffic is a KPI every brand should track. The main reason is that this KPI shows just how effective your marketing strategies are at encouraging leads to visit your website. However, website traffic is a broad term, and you’ll need to break it down before you can truly understand it and its importance. 

That’s why it’s a good idea to opt for one of the efficient digital marketing reporting tools to help you better analyze your website traffic. That way, you can determine if your web traffic is organic or not. Furthermore, you can determine from which sources the traffic originates from. 

For example, your traffic may be coming from social media and the backlinks you’ve placed in the content you’ve recently published. The more organic traffic you have, the better the performance of your brand is. In other words, your brand awareness is suitable, and your marketing efforts are generating qualified leads. 

Conversion rate

Boosting sales is one of the primary goals of every brand. You want to encourage as many target audience members as possible to convert into customers. That’s why the conversion rate KPI is very important to track. 

As you may already know, brands acquire qualified leads with their marketing efforts. A lead is every person who shows even the slightest interest in your offers. 

How well you can nurture those leads and lead them down your sales funnel until they ultimately decide to convert determines how well your brand performs in the market. 

The higher conversion rate means your marketing tactics are actually working their magic. On the other hand, if your conversion rate is low, it means you’ll have to make some improvements to your marketing efforts.

Engagement

Consumer engagement is a very important KPI. Based on how engaged your audience is will determine the likelihood of them converting in the end. 

Therefore, it’s crucial that you keep your audience engaged at all times and measure your efforts in the process. For example, social media platforms are especially important for brands. The main reason is that brands establish their presence and relationships with their audience on those platforms. 

That’s why it’s important to track how your audience responds to your efforts while maintaining a good reputation on social media. Consumer engagement varies based on which marketing channel you’re currently using. Here are a few examples to help you measure your audience’s engagement throughout various channels:

  • Social media – Shares, likes, comments, brand mentions, brand sentiment, etc. However, it’s vital that brands don’t lose track of what’s really important for their performance by solely focusing on vanity metrics on social media.
  • Email marketing – Click-through rate, open rate, deliverability, etc.
  • Website and blog – Bounce rate, average session time, time spent on a page, total visits, etc.
  • Content – Content views, shares, impressions and so on.

Tracking KPIs alongside relevant metrics is vital for evaluating a brand’s performance these days. As mentioned before, the market is crowded and highly competitive, which means that you need to know that your marketing efforts are not in vain. The key to brand success is in ensuring that your marketing is as effective as it can be.

How to Build a WordPress Customer Database (For Free, In 3 Steps)

If you run a business, it is a brilliant idea to maintain a database that has the information of your customers. If you have to deal with so many clients or customers, tracking their daily data from a convenient place can be highly paying. At this point, the best WordPress Database Plugins come in handy. 

A database is a centralized place for collecting data. You use it to take note of all the crucial information about your clients and their transactions. The applications of WordPress database plugins go for beyond a simple organization. 

For instance, you can track when your customers made their last purchase and use the information that you get to plan your email marketing campaign. This article will help you understand the various uses of WordPress customer database. 

You will learn how you can build your own WordPress customer database in three easy steps. The most important thing that you need to use is the Participants Database 

Uses of WordPress Customer Databases

A customer database may be anything that ranges from a simple ledger that has the basic customer information to the sophisticated software which integrate with the other platforms and automate record keeping. 

The database allows you to organize your data and access it effectively regardless of the format. A customer database has so many applications but they are so useful in service websites or e-commerce. If you are in any of these disciplines, you may wish to setup one for yourself. 

WordPress allows you to log some of the data of your users like emails by default. However, if your customer base is solid, you may wish to get a solution that is more comprehensive. You will save a lot of time and eliminate the need for 3rd party tools that don’t integrate with your website when you have the right WordPress customer database in place. The secret is identifying the best WordPress Database Plugins to help you implement your project. 

Creating a WordPress Customer Database in 3 Steps

In this guide, we will be using the participants Database Plugin. It is one of the best WordPress Database Plugins because it is user-friendly and straightforward. 

The participants Database users can store information about virtually everything in general and is not limited to clients. This is possible because this plugin is incredibly flexible in almost everything that it tracks. 

You can be able to configure literally all fields that you use in storing your data. You will also be in a position to utilize the search feature to get information and export your data when necessary. Make sure you install and activate this plugin properly. 

  • Configure the Participants Database Plugin

Participants Database has several settings but you should just care about a few of them right now. Go to the new Participants Database icon from the dashboard and then access the settings page. From here, choose the Admin settings button. 

Choose the order in which you would like to display the database entries. The plugin will display your records from the newest to the oldest by default. However, there are also other options like the alphabetical order. 

You may also prefer to enable horizontal scrolling for the WordPress customer database. It all depends on the number of fields that you will be adding on your customer database. 

The last thing to do is configuring the people who can access the database. The plugin enables users who have the editor role and above by default to remove and add entries. However, you may choose to limit this permission to the admins alone if that is your wish. 

You can also allow editors to export your database in the form of CSV file depending on the type of information that you are handling. Either way, don’t forget to save your changes once you are done. 

  • Manage Your Database Fields

Think of the WordPress customer database either be one big table or several of them. It tells you that you will have to configure the fields that it contains. Participant’s database comes with a broad range of preset fields out of the box. Some of them include personal photographs, phone numbers, and addresses. 

You can add new fields to the customer database to help you track additional information. Go to the tab of ‘manage database fields’ under the participant’s database and search for the option of ‘add field’ at the top. 

Select a title for the new field and then click on the button on ‘Add Field.’ Scroll downwards to the bottom to locate your new entry and the assign it to a group. You also need to choose the type of field that it should be. 

There are so many options that are available like the simple text field, multiple selections, and checkboxes. The field type that you choose should fit the kind of information that you wish to gather. You are also free to make changes to the default fields. 

There are three options for the group of your field which include the admin, personal, and main. The admin has the information that you alone should have access. The second is limited to info that is more personal like photographs and ID numbers. The main one encompasses most of the common customer data. 

  • Add New participants to the WordPress Customer Database

By now, your WordPress customer database is up and running and has all the fields that you require. The lasting thing to do is add information to the database. Remember you are setting up a private database and hence you need to setup this step by hand. To start off, go to the participant database and then click on the ‘Add participant tab.’ 

Once you get in, fill in the appropriate fields and leave the others blank as per your needs. Once you are through, click on submit to go back you your database and view your new entry. The best WordPress Database Plugins have these functionalities. 

When you wish to view your database, go to the ‘participant database’ tab and click on ‘list participants.’ It will allow you to sort your records depending on the fields that you enable. If you want to export the database as a CSV file, just click on ‘Download CSV’ at the bottom of the page.

You can go on and add the entire customer list to your new database. In case your situation is unique and you want customers to create their entry by themselves, you can use the short code to display the signup form. 

Conclusion

You will be able to create a great WordPress customer database when you have a better understanding of your customers. The best way of tracking your information is using the best WordPress Database Plugins. You can use the above three steps to create the best database for your customers. 

Author Bio: Mashum Mollah is an entrepreneur, founder and CEO at Viacon, a digital marketing agency that drive visibility, engagement, and proven results. He is a passionate blogger and blogs at Search Engine Magazine.

6 Best Marketing Strategies for Small Businesses For 2019

As a savvy small business owner, you most likely know the importance of properly planned and targeted marketing for the success of your brand. However, the myriad of marketing options available means that it can be challenging to settle for a specific marketing strategy. Throw in the fact that you are in a war with more settled, larger brands with a deeper purse, and it gets even more challenging.

While designing your small business marketing strategies, it is essential to note that there is no single magic bullet that will yield all the results you need. For the best results, combine some of the best marketing strategies proven to work for businesses such as yours.  Here are some of these strategies.

Design a Logo and Build Your Business Website

As a local small business owner, 97% of your target audience will hear about your brand online. It could be from a social media post or a classified ad listing. If they are interested in your offerings, the next step after they’ve heard about the brand is to check out your website. More than 80% of people put businesses through this vetting process. 

A professionally designed website and a clean, clutter-free logo instantly enhance your brand’s reputation.  The logo also makes it easy for your audience to identify your brand online anywhere it appears. A website is the foundation of all your online marketing efforts. Don’t have a proper website? Here are a few reasons why you need one:

  • You get to control the information shared about your brand
  • You can compete with the biggest brands in your niche
  • Websites are easier to keep up to date
  • It is cheaper to run a website than to engage in traditional advertising
  • You will attract your existing customers and continually find new ones
  • Your website is available round the clock, answering customer questions (through website content) thus saving you a lot of time.

So, to start your marketing on the right footing, you need a logo and a website. Fortunately, technological advancements today means that the entry barrier to owning a properly optimized website is lower than ever.

Check Your Competitors

By understanding the competition, you can find their areas of weakness and capitalise on them in your marketing efforts.  Can you offer better pricing? Do you have a more inclusive product offering? Do you have a better marketing campaign idea?  You’ll probably never know until you analyze your competition.

How can you find your competition?

A quick search online using the same keywords that describe your business is usually enough. You can also find them through local business listings and classified ads.

For Customer Service Use Social Media

67% of consumers have reached out to businesses on social media before.  Each social mention your brand receives is more exposure and a juicy marketing opportunity.  When a consumer mentions your brand on social media, either during a complaint or a positive remark, they introduce you to their immediate social circle. How you react to that mention can go a long way to foster more goodwill with that consumer, and to generate more leads from their social circle.

To properly use social media for customer service, here are a few things you should do:

  • Respond to ALL social media comments (questions, feedback, complaints).
  • Respond as quickly as possible.
  • With complaints, have a clear plan for which ones to respond to in public or offline.
  • Social media users hate automated responses from brands. Humanise your interaction by addressing the user by their name if visible and using your initials.
  • Resist the impulse to react negatively even in the face of unwarranted provocation.
  • Use tools such as Hootsuite and Buffer to keep your social media customer service in one place.

Combine Micro Strategies

A lot of micro strategies form the crux of digital marketing for small businesses. Combine as many of them as you can for the best results.  Some of these strategies include the following:

Email Marketing

73% of millenials prefer communications from businesses in their email.  You need to use email to communicate with both your existing and new customers.  Find an email marketing tool that appeals to you and then create compelling email newsletters for your audience.  You can use email marketing to generate leads, increase sales or keep in touch with your clientele. 

PPC Advertising

When you initiate a search on Google for “wedding photography tips” for instance, the top centre, bottom left, and right-hand corners of your screen will contain adverts delivered alongside the organic search results. These adverts will most likely be from wedding photographers in your area or other businesses in the wedding niche.  When you click on the advert, the business owner pays a specific cost, hence the name Pay Per Click advertising (PPC). 

PPC is a quick way to spread the word about your business.  However, it can be costly. To ensure you are getting a good return on your investment, spend time to create a compelling landing page and target the right keywords. 

Facebook Marketing

More than two million businesses are using Facebook advertising. It is another affordable way to spread the word about your brand regardless of your target audience.  Facebook marketing works because you can target people based on their sex, location, age and other such metrics. The entire process may be overwhelming at first, but once you get the hang of it, Facebook marketing is a massive weapon in any marketing Arsenal.

Instagram Marketing

Instagram is the platform with the highest rates of engagement across all social media.  Research shows that Instagram engagement rates beat the results on other social platforms, email marketing and more.  If your business is highly visual, (think Fashion, Food and Drinks, Travel, etc.), you need to take your Instagram marketing seriously. Apart from having a solid business profile here, you should consider Instagram sponsored ads.

Other forms of micro marketing you should consider, include:

  • Twitter Marketing
  • Pinterest Marketing
  • Linkedin Marketing

A combination of these strategies will deliver immense and long term results.

Write Optimized Blog Posts

Blogging is an inexpensive way to draw traffic to your website as a small business. According to research, 80% of companies that incorporate optimized blog posts into their marketing strategy reported customer acquisition through these posts.  Optimized blogs are a powerful boost to your website’s search engine rankings. They also allow you to form relationships with new and existing customers, especially when the posts address pain-points, educate or entertain. When these customers enjoy your posts, they will share them with their audience, extending your brand’s reach.  With properly optimized blog posts, you can also quickly set up your brand as a thought leader in the niche.

Offer a Free Service

Most people are always on the hunt for bargains. A marketing message that promises free service will always garner attention. So consider offering free consultations, free quotes, buy-one-get-one-free deals and general discounts from time to time.  When done correctly, this can significantly increase your bottom line while spreading the word about your brand.

Marketing strategies need to be approached from a holistic standpoint to yield results.  With the right combinations the strategies discussed here, you can put your brand on the path to success. Remember; give your strategies enough time to blossom. Social media-based strategies and paid advertising can yield results quicker, but others like the use of blog posts will take longer.

How big is the small business industry in Atlanta?

Source

Creating a small business success story is undoubtedly not easy. Not all ambitious visions translate into lucrative small businesses. However, knowing the current standing of the small business industry and how others have managed to succeed in the sector can help you in making the right decisions.

There are over 30.2 million thriving small businesses in the USA. And the number is poised to keep increasing. As per Yahoo, 543,000 new businesses start every month. On average, 50 percent of such small businesses survive for a maximum of five years.

One thing is for sure. The small business industry holds a significant position in America. This is also true for most of its states, including Georgia and by extension, Atlanta.

The state of the small business industry in Georgia

According to the US Small Business Administration (SUSB), there are over 1 million successful small businesses in the state. These businesses account for over 1.6 million, or 43.2% jobs in the state.

As per statistics provided by SUSB, within the small business sector, firms that have less than 100 employees form the biggest pie of the sector. By the end of January 2018, private sector employment, owing to the rise of small businesses, increased by 2.6 percent.

Compared to the previous year, this increase was significantly lower. In 2017, employment had increased by 3.6 percent as per CPS. One noticeable trend in Georgia is that small businesses have consistently created jobs in the state. In 2015 alone, more than 73, 251 jobs were created.

Zooming in on Atlanta

Previously, Atlanta was only known to have two big corporations- Coca Cola and CNN. However, over the years, Atlanta has transformed into a commerce hub. Now, skyscrapers and business centers have sprung up all over the city, including Metro Atlanta.

Not only has Atlanta proved to be a favorable hub for big corporations, but it has also succeeded in being an epicenter for small businesses.

Why?

This is mainly because of its favorable business legislation as well as the convenient tax laws of the state. Additionally, Atlanta was among the top 20 in the list of “Best Places to Start a Business” in 2018.

This is yet another positive indicator for those wishing to begin a small business in Atlanta. The first one came when Atlanta was ranked as the top city in terms of providing the lowest cost for doing business. This list was published in Business Facilities Magazine in 2014.

This, along with the stats available for Georgia’s small business sector, reaffirm one thing-the small business industry of Atlanta is quite significant, both in terms of value and potential.

Small Businesses Success Stories of Atlanta

Atlanta has quite a lot of success stories when it comes to small businesses. Some of the Best SEO companies, Atlanta has to offer, started as small businesses. Now, they are known all over the world for their quality and performance.

Apart from the SEO category, Atlanta sports an array of sectors within its small business industry. Here are some of the most promising and inspirational small business success stories.

Pindrop

Those living in Georgia might be aware of Pindrop. The company is voice security and authentication start-up that generated more than $90 million in revenue last year.

The organization has an impressive list of clientele. Seventy percent of its customers are among the Fortune 500 companies. In 2018, Pindrop was recognized as one of the best Tech Start-up of Georgia and Atlanta.

Access Point Financial

Another Atlanta based company that has been taking the world by storm is Access Point Financial. This full-service lender company is among the fasted growing companies in the US. In 2015, it generated over $30.5 million in revenue!

Kabbage

In 2009, Kabbage emerged as an automated financing platform for small businesses. Since its inception a decade ago, Kabbage has managed to rise at a fast pace. It is a well-known name in the fintech world and currently has a value of over $1 billion.

MailChimp

Regardless of where you reside or which industry you belong to, the chances are that you have heard of MailChimp. This 17-year old company once was considered a small business in Atlanta. With a current value of $4 billion, MailChimp is by far one of the most successful automated email and marketing platforms of the US.

Cardlytics

Back in 2014, Cardlytics was considered to be the fastest-growing company in the US. The organization delivers transaction data and financial information to financial institutions to ensure sound retail purchases. It has generated over $130.4 million in revenue.

The Potential of Atlanta

The small business sector of Atlanta is enormous. With every passing day, the industry is expanding. To ensure this, the city and its residents are working hard for consistent development.

To cultivate a positive environment for entrepreneurs and start-ups, institutions like the Atlanta Tech Village has been set. This is the fourth largest tech hub in America. The institute provides co-working space to tech startups as well as deliver pre-accelerator programs.

Such initiatives, along with favorable legislation and tax incentives, make sure that Atlanta attracts new companies right, left, and center.

Verdict: It is safe to start your business in Atlanta!

All in all, Atlanta is a great place to set up your small business. It has the right environment and hence, the right ingredients to guarantee the success of your startup. Play your part and build a great company. Leave the macro-level concerns at bay.

Author Bio:

ashrosaAbout Ashley Rosa: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well.  She is crazy about chocolates. You can find her at twitter: @ashrosa2.

PPC is not the solution – your website needs organic traffic

Whether you are a stressed-out husband looking for customized jewelry for your wife’s birthday, or a hungry introvert wishing he could order a pepperoni pizza without having to call his favorite pizza place – the internet has got your back. All you have to do favorite a quick Google search, and you will be lead to hundreds of search results that could take care of your needs in a matter of seconds.

A plethora of information

Today, a single Google search will provide you with so many leads, and it will become hard to choose which option to go with. This intense competition for customers is why businesses today need to pay special attention to their marketing strategies – especially the digital marketing tactics they employ.

When it comes to directing traffic to your website, there are two mega players that you cannot ignore: SEO and PPC.

The difference between SEO and PPC

SEO, or Search Engine Optimization, is a modern digital marketing technique that is now considered indispensable in today’s corporate world. It uses the smart art of naturally weaving the most frequently searched for “keywords” that are relevant to a business in the content of its website to reach out to a more significant number of people.

By doing this, when a user then runs a search for the keyword used, Google is more likely to recommend that website in the search results. Hence, it is an inexpensive – yet incredibly effective – way to improve a website’s ranking as a search result and making it more visible to its target audience.

On the other hand, PPC, or Pay Per Click, is a paid digital marketing technique. On the more significant part, SEO and PPC share a lot of similarities. However, the most significant difference between the two is where SEO uses organic methods to direct traffic to a website, with PPC the link to your website is artificially ranked higher on the search results page in response to a specific keyword. When a user clicks on your advertisement, the business pays a predetermined amount to the search engine in return.

The long term answer to digital marketing

As you can imagine, there is a massive debate to the question of which digital marketing technique takes precedence over the other and is more profitable among the two. The answer to this will, of course, vary with each situation.

If what you are looking for is a long term digital marketing technique that pays off in the end, you are better off developing SEO best practices rather than keep spending hundreds of dollars on PPC. Why? Read on to find the answer.

In the long run, financing a PPC program may get expensive. With PPC, you will only be getting results as long as you are always putting money in towards the cause. As soon as you stop funding your PPC scheme, there will be no additional benefits that you can reap off with what you have spent so far.

In addition to the accumulating costs, PPC will only work as far as you have a website that is optimised according to the best practices in SEO. If you are directing consumers to a slow loading website with poor navigation, missing pages, minimal readability and accessibility, and an overall clutter – you cannot hope to truly benefit from your PPC scheme.

Hence, having an organic digital marketing technique lays down a foundation without which any PPC techniques you employ cannot be expected to be as efficient as they have the potential to be. According to a study conducted in 2014, where organic search generates about 64% of total website traffic, paid search is only responsible for a mere 6%.

What to opt for when you need more immediate results?

Of course, the entire picture changes when you become more focused on your short term goals. When you want significant differences in a small amount of time, you have a better chance with PPC.

Search Engine Optimization, though much more pocket-friendly, is a game for the long haul. When you are looking for an immediate impact, Pay Per Click is there to save the day. This is because while gaining a higher ranking, organically takes a considerable amount of time since you start adopting SEO practices, placing an ad at the top of the search results page artificially is much less time-intensive. Hence, you will see an immediate difference with PPC.

However, it is essential to remember that the PPC effects will only last as long as you keep funding the approach. As you stop feeding money into the program, the added traffic stops coming in.

Which digital marketing technique is best for my business?

Another important determining factor when choosing the best digital marketing technique is the size of your business.

Let’s say that you are a substantial online leather jacket store that has the resources and the funds to run an extensive paid search strategy. Just because you can afford it, does this mean that you should go for PPC rather than SEO?

Not necessarily. Why? Because when you have a big business, you likely have a strong marketing team that is continuously working to improve your ranking on search engines organically. Hence, though there will be a decline in website traffic if you stop pushing thousands of dollars into PPC techniques, big businesses are much better suited to cover the difference with smart organic marketing.

On the contrary, it becomes harder for small scale businesses with little or no marketing team to compensate for the dip created by the lack of PPC.

Adopting the two-pronged approach to digital marketing

Perhaps the best way to go about your digital marketing is to employ both organic and paid search tactics, side by side. This two-pronged approach to digital marketing has been observed to generate the best results when it comes to increasing website traffic and enhancing a business’s conversion rates.

Combining both SEO and PPC in a single digital marketing strategy has countless advantages. Not only is doing so beneficial for businesses who have a limited budget for marketing and advertisements, but it also allows businesses to obtain the most out of their PPC scheme, as discussed earlier. In other words, it will enable the businesses to have the best of both worlds while keeping their investments on the down-low.

The final word

Adopting efficient SEO techniques can result in bringing about as much as 64% of all site traffic. With such a high number in generating website traffic, it is no wonder that $79.27 billion are expected to be spent on this venture in 2020 alone.

Is your business investing enough money into Search Engine Optimization? Or have you adopted a paid approach to enhance your website traffic and conversion rate? What seems to be working better for your business? Comment down below and let us know of your experiences with digital marketing. 

Author Bio:

authorAbout Ashley Rosa: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well.  She is crazy about chocolates. You can find her at twitter: @ashrosa2.

 

Experiential marketing trends you have to try before 2020

What is the foundation of every positive relationship you have? According to psychologists, the experiences people have together drive genuine relationships. That is true even for a brand and its patrons. As a result, thousands of brands across the globe have mobilized to offer the best possible exclusive experiences to their consumers.

More than 73% of companies already engaged in experiential marketing are already thinking about increasing their budget in 2019. Moreover, more than 50% of new companies are considering including experiential marketing within their marketing foray by the beginning of 2020. 

The trend of experiential marketing has ushered in a new era of marketing in New York. Almost all brands, small and big, are considering offering exclusive and Instagrammable moments to their participants from across the state. One of the best aspects of experiential marketing is its ability to isolate and target specific consumer groups in a state or city. For more information, visit Roots³ Productions New York.

The three most popular trends of experiential marketing

Experiential marketing is all about reaching out to consumers within their comfort zone. That includes hosting pop-ups, shipment container (temporary) stores, and special promotional events. It is all about crafting and serving the perfect storyline to the audience that instills real emotions. 

The tech experience

Brands are including AR and VR in their experiential marketing techniques. Top-shelf names like Coca-Cola are coming up with ways to base their experiential marketing campaigns entirely on VR technologies. 

Multi-sensory environments are one of the newest and most popular techs right now. Brands like Diageo and Glade have already spearheaded the segment of event-based marketing that engages more sense than one. Pop-up for home fragrances customized for each room or crackling sounds of fire at the bar – these is subtle but significant touches that Glade and Diageo have respectively leveraged in their most successful campaigns.

In 2019, we have seen the segment experiential marketing boom and bloom. Marketers have gone above and beyond the conventional ways to include personalized data from personal devices, market surveys, and consumer behavior data to redefine their brands to target consumers.

Offering a “stayable” experience

Another popular category of experiential marketing in NY is “stayable experience.” It not only includes promotions from Airbnb where the floated an entire house, but it also includes other stayable options including boutiques, spas, and salons.

Hotel chains, spas, and resorts in New York and other states are exploring this segment without bounds. The duration of the “stay” is flexible depending upon the kind of business. However, it is the experience during the stay that is unique for each brand. For example – the campaign by W Hotels has little in common with that of Airbnb. However, both campaigns have witnessed overwhelming responses from consumers.

W Hotels came up with luxury yurts for the festival-goers during Coachella. Each yurt had personal concierge, housekeeping services, and shuttle facilities. They resembled the chain’s properties in Bali, Hollywood, and Barcelona. The campaign created an indelible impression on the target audience, and the hotel chain saw a dramatically increased presence on social media for the next quarter.  

The paid-for experience

The most popular and economic trend among NY brands is the paid-for experience. The paid-for ticketed events ensure high attendance of relevant consumers since they are already investing money and trust in the brand. However, it works best in case of brands that already have a booming audience base.

One of the top-shelf brands leading this space is Spotify. Live concerts featuring Dizzee Rascal and Giggs were immensely successful in terms of turnout and re-gramming. It was a ticketed event that featured artists and tracks based upon user data derived from the app usage. 

Delivering highly successful experiential events takes considerable research, and Spotify has set the watermark of popularity for all competing and non-competing brands from all sectors of the industry. Demographics, user experience, user preference, and ticket prices are all factors that determine if you are going to serve up the next Burning Man or the next Fyre Festival!

Over the last couple of years, almost all types of brands from all sectors are investing in experiential marketing. Now, it has become difficult for many leading companies from NY to find the right marketing agency, which has enough expertise and experience in the field. 

While a brand can head its own experiential marketing campaign without the help of a marketing team, having a few professionals can be beneficial for the brand. It is easy to cultivate the wrong image by misreading consumer data. The experts know where to look and what questions to ask before jumping into the planning and resource allocation stages.

Successful execution is a product of impeccable planning. Therefore, always invest your trust in a local experiential marketing agency that knows the market and can guide you towards indomitable popularity. 

How to Best Use Your Email to Boost Your ROI

There is more to the seemingly simple titular question than meets the eye, albeit everyone knows nowadays that email marketing is the cheapest and most successful way of advertising, and by far at that.

With the figures showing that the great majority of adults use email on a daily basis, spending more than five hours a day browsing incoming messages, the calculation is a simple one.

Still, to truly understand the challenge, suffice it to say that things have gone fully mobile. Now what does that mean exactly?

Mobile-Ready Campaigns: An Absolute Must

 For one thing, 53 percent of overall emails are accessed via mobile devices. With the number of new mobile device users rising at a 20 percent annual rate, it is safe to assume that the trend will expand further. Let us add a couple of additionally interesting stats:   

  •       One-third of all clicks are performed on mobile devices
  •       Most subscriptions take place on mobile devices
  •       70 percent of emails accessed on mobile devices are re-read
  •       23 percent of people accessing emails on mobile devices read them at least one more time
  •       65 percent of the messages re-read result in a click

 With stats such as these, it goes without saying that, in order for an email marketing campaign to become successful, it absolutely must be mobile-ready.

 The same applies to landing pages and the pages linked from emails. Do not underestimate this final step – even a click-through will be in vain if the recipient finds the page difficult to navigate from their mobile device.

 Stats on Email Marketing ROI

 Actual stats to support the effectiveness of the email marketing-ROI connection show that email campaigns generate an average of $44 per each dollar spent. As to customers’ habits, there are some serious eye openers to take into account when brainstorming your email campaign strategies: 

  •       More than 50 percent of respondents check their personal email account more than 10 times a day, and they prefer to receive updates from brands in this way (Campaign Monitor)
  •       Segmented campaigns generate a 760 percent increase in revenue (Campaign Monitor)
  •       iPhone is the most popular mobile device emails are accessed on (29 percent of all opens) and is closely followed by Gmail (27 percent of all opens (Campaign Monitor))
  •       73 percent of millennials prefer businesses to contact them via email (Adestra)
  •       99 percent of consumers check their email on a daily basis (DMA Insights)
  •       Emails with personalized subject lines generate 50 percent higher open rates (Yes Lifecycle Marketing)
  •       49 percent of consumers like to receive promotional emails from their chosen brands on a weekly basis (Statista)

 As you can see, some messages are more welcome than others, and communication via email is a preferred method for many a consumer, by far. Use these insights to your advantage and couple them with segmentation for best results.

How Segmentation Boosts the Efficiency of Email Marketing Campaigns

 Segmentation is the single most important factor when it comes to delivering stellar targeted email campaigns. It comprises a number of insights, most important of which are demographics, geographic insights and website behavior. 

  •       Demographics

Demographics encompass a number of insights, including age, gender, income level and company status. Normally, these pieces of information are collected via forms on your website (most important of which is the sign-up for) and surveys offering incentives to participants.

Keep in mind that too many questions will scare people off, so apply moderation and ask only for the stats you need. I.e., if your business sells clothes or cosmetics, gender plays an important role in the choice of offers to promote. 

  •       Location

Location is important in more aspects than just for sending local offers. In fact, most websites use geo-targeting, which automatically shows only the offers available in the area.

On top of that, time zones are helpful when it comes to the timing of your campaigns. You don’t wish your precious offers hitting customers’ inboxes in the middle of the night, as that both decreases their visibility and is considered bad manners. 

  •       Website Behavior

Website behavior will help you create personalized offers based on most visited pages and most frequent clicks. It may also be used to promote similar offers and pages that the customer might have missed.

Another useful insight is the actual time spent on a page. Some people just browse randomly, while others are actually interested in the content.

Track Your Campaigns

All insights will be rather useless or close to if you don’t track your campaigns regularly. Click and bounce rates are the first factor to keep an eye on, with the second being the percentage of messages opened.

There are numerous platforms that can help with that. Some of the popular ones include Everflow, AffTrack, LinkTrust, Impact Radius, HasOffers, Post Affiliate Pro, Constant Contact, SendinBlue and Drip. 

Key Takeaways 

  •       Make your campaigns and landing pages mobile ready
  •       Track your campaigns regularly
  •       Use segmentation to personalize the offer
  •       Use geo-targeting profusely

 

 

 

Microblogging for better web traffic – A Bird’s eye view

Microblogging, as the name suggests, is writing smaller posts as compared to articles and lengthy blogs. You can see them on microblogging sites like Facebook and Twitter. And these posts are the micro-posts that have the capability of attracting web traffic to your website successfully.

In this article, let us find out more about the following topics related to microblogging, namely,

  • How can you use microblogging for your business?
  • SEO for microblogging.

Let us take one sub-topic at a time

How can you use microblogging for your business?

You will be able to enjoy many benefits if you are using a microblogging website for enhancing web presence and drawing more traffic to your site. Read on for more information-

Speed and Frequency

The research group Nielsen Norman reveals that it is even less than a minute when visitors stay on a web page if we take it on average time. That is because, throughout the day, individuals remain busy with their routine work, and it is only during their spare time when they browse and want to take in as much information as they can. It can be rightly called “imbibing the burst of information.”

According to another study by Pew Research Center in 2013, approximately 63% of the individuals use their hand-held devices to access the virtual world. As such, if the posts on the microblogging sites are short and informative, it adds better value to visitors. 

As far as frequency is concerned, you will be able to post your messages at regular intervals depending on the requirement and what new message you want to convey. 

Short messages for better insight

It is also a well-known fact that Twitter, one of the most popular microblogging websites, offers users to convey their messages in 140 characters. One of the main benefits of short posts is that you can retweet them. It also enhances your chances of drawing more traffic to your website.

These days, you can also transfer files in the form of.PDF, texts, and images over Twitter with the help of Twileshare. You can try out Twileshare by Kick Media SEOto find out the effectiveness of this new Twitter tool for file sharing.

Twileshare is a Twitter-based service that comes for free. One of the main benefits that you can enjoy by using this tool is that aside from sharing files in various formats likePDF, word doc,GIF, PNG, JPG, and excel, your followers will be able to see all the information that you share. 

In this way, you can send much useful or promotional material to your target audience.

Interaction with followers

When you resort to any microblogging site like Twitter, you have better chances of developing your business. It is because it is quite likely that the majority of your followers will be interested in your business and will be prospective leads. 

With the help of Twileshare, you can share business information in the form of visuals and texts that will offer better insight into them.  

As such, these websites are a two-way communication platform that is of immense help if you have plans to market your products and services online.

Keep the brand image in mind

Whenever you send any short post before that make sure that it is per your company or brand image. You must not send any such post that will tarnish the image of your company.

SEO for microblogging

Regardless of whether you are blogging or using a microblogging site for promoting your brand image, SEO is indispensable. How will you make use of search engine optimisation in this regard? Let us find out.

Selecting SEO-friendly CMS

First of all, you must choose a platform that is search-friendly. It is crucial when you choose the CMS or Content Management System. When you opt for the publishing platform, make sure it is user-friendly.  is because not all CMSs are of the same type. You will come across a few platforms that are optimised for search engines or are search engine friendly. In this case, applying your SEO strategies will be much easier.   

Optimising permalink

Writing content for your website means that you will have to keep search engines in mind. The permalink structure should be such that Google or any other search engine can understand what the particular web page is related to.

Also, since Google uses the structure of the permalink for ranking websites, it must be relevant and easy to understand not just for the search engines but also for the readers. 

Titles and meta tags

These are one of the most critical components when it comes to getting noticed by Google. The titles must be related closest to the targeted keyword or key phrase for better optimisation. 

Hiring a reliable SEO company for improved web traffic

Your success and website ranking also depend on the quality of services you avail from the SEO company.  There are a few aspects that you must take into account for better website performance and visibility. These are- 

  • The company must be practising the latest strategies in SEO, keeping in mind the updates introduced and implemented by Google, the search engine giant.
  • It must have the expertise to use the latest tools, regardless of whether they are optimising a blogging site or microblogging website.
  • They must be reliable and have a good track record for offering quality services and within the time they specify.
  • The SEO company must not suggest any unethical ways of ranking because shortcuts usually do not help. They might manifest a temporary spike in ranking but usually nosedives in the long run.

Last but not least, it is vital that you convey your requirement to the SEO company if you want optimum results.  Unless there is clarity, it is challenging to promote the theory into a phenomenon.

So, before signing on the dotted line, make a note of your company objectives and what you expect out of your business at least 5 years from now.