Tuesday, August 30, 2016

Marketing Local Business: using photos and smart phone

Marketing Local Business
This is a true, bonafide, example of a marketing a local business to boost community awareness of his services, a taxi company, just by using his smart phone, photos, and a Google Local Business listing.

One local business client did something amazing and fun - he took photos of his taxis at various local places and uploaded them to his local business listing in Google.

All done of this done from the comfort of using his smart phone.

And, my oh my, look at what Google is sending him ....

Marketing Local Business

This is proof positive of a simple, just about free, marketing method that any business can accomplish.

The next step in this effective marketing technique is taking it one step farther ....
to set up a link, in his business listing on Google, to a landing page, on his web site, to start converting some of his viewers to subscribers.

A great example of simple, successful smart phone marketing and the proof is in the pictures.

Steu Mann, Ez Web Company

Online Marketing Research: 5 statistics to help you plan

Online Marketing Research 2016This information is research on current trends to help you consider how to reach your target audience and where to reach them to accomplish effective online advertising.
In an online marketing campaign, while quality content remains the first objective, your business must also evoke a process that will produce leads from your content, as well as, have a process in place to convert them into a subscriber or buyer. 

Online Marketing Research 2016 From KPCB
#1 Internet advertising continues to grow in USA.
With an emphasis on advertising on mobile devices where there has been a 66% increase since last year.

#2 Google and Facebook continue to be largest advertising venues.
Google $30B (18% growth from 2014)and Facebook $9B (59% growth from 2014).

#3 Online advertising can be effective.
Google has demonstrated online advertising can work with $75B in 2015 revenue. But,  93% of users have said they considered ad blocking software, which speaks to the nature of advertising users are willing to accept.

#4 Online video marketing can be effective.
The majority of video advertising is ineffective: 81% of users mute videos and 62% of user dislike being force to see brand info before content.  What users want to see in a video is content that is authentic, entertaining, evoke emotion, personable, and works with the sound off. Vertical ads on mobile devices will get more viewership.

#5 Know your potential customers.
An effective marketing campaign is designed to reach a specific audience. Before designing ads or placing ads, taking the time to understand the habits and traits of your potential buyers. With that information you are equipped to design an inbound marketing program which can have several campaigns. Inbound marketing is not a technology or platform, it's a methodology.

The source of this information is the KPCB 2016 Internet trends report, PEW Research, and The New Rules Of PR & Marketing.

Steu Mann, Ez Web Company

Monday, August 29, 2016

Marketing: 3 reasons why inbound marketings grows a business

 3 reasons why inbound marketings grows a business
Inbound marketing is not a channel or a technology, it is a strategy.

There are several components that create the inbound marketing model. But, to be successful, there is more to it that just installing the components and waiting for the results. You, and your business, must make a commitment to the model. That is going to take to form of fine tuning those components and the overall inbound marketing processes you have implemented.

So far, the businesses having success with this are dedicated to it. You cannot just expect it to be a turnkey operation and then walk away.  This is not a "drive through" approach to resolving your marketing issues. The truth is simple, you will not see instantaneous results overnight.

To get started, most all business, have to review the culture of their marketing ideas and concepts. And, make some deep shifts to get started with inbound marketing.

Here are reasons why an effective inbound marketing will grow your business:

When you identify your niche market, with very specific steps, you reduce the costs of your advertising because you are focused on a smaller target audience. 

We are all bombarded by messages all day long - everywhere we go. Do intelligent marketing with your content by reaching a qualified client when they are ready to make a buy, very naturally making your content more potent and drawing them in.

3. Be customer-centric: resolve problems and issues.

Use your content to connect with your readers/viewers, that is the first step. The second step is solving their problems with your services and products. And, the third step is converting them into a subscriber or buyer.  Those three steps leverage your content into a right-timing solution: explaining and demonstrating how you can help your readers/viewers, combined with clear and beneficial Call To Action (CTA) opportunities.

Steu Mann, owner of EzWeb.company

Infographic: anatomy a better marketing strategy

Landings pages are the foundation of an inbound marketing program.

There are two types of landing pages: click through and lead generation.  To download this infographic click here.

Click Though Landing Page
This marketing objective with this type of page is to have the viewer/reader/visitor click a link and be passed to another web page or web site.

Lead Generation Landing Page
The marketing objective with this type is to have the viewer take an action that converts then into a subscriber or buyer. For example, the list below has different goals a viewer/reader/visitor can achieve:

- complete a form for more information
- download a eBook
- enter a contest
- obtain a consultation

Click here to see an example of a lead generation landing page.

Monday, August 15, 2016

Business Marketing: what is a marketing system designer?

build your business reputation with inbound marketing
In this digital age, with a revolution of new media and marketing techniques, a business with a marketing systems designer is expanding from the punch in their inbound marketing arsenal.

Who is a marketing system designer?

The typical skills for an effective, experienced marketing system designer would include the following:

  • Web site development
  • Blogging techniques
  • Podcast creation
  • Press release creating and distribution
  • Writing content
  • Designing and creating images - graphics, brochures, downloads
  • Creating videos from start to finish
  • SEO - Search Engine Optimization to build content marketing
  • SEM - Search Engine Marketing to do ads in search engines and social media
  • Building and monitoring marketing campaigns, including components such as landing pages and Call To Action triggers that combine effective conversion techniques
  • Automating work flow processes with inbound marketing projects
  • Methods and processes to identify and connect with niche markets

What does a marketing system designer do?

A marketing designer is a focused and talented individual experienced in the craft of producing digital content,  and then putting that forth into the different search engine media; all in an effort to improve and enhance your inbound marketing. This effort includes establishing one or more marketing campaigns that have different components: landing pages, special offers, files to download, video creation, social media channels, web site design, graphics design, measurement of success techniques, along with ongoing monitoring processes.

When is  a marketing system designer useful to your organization?

Have you ever wondered how to tie your promotional material to the right audience and then figure out how to present it in your web site, social media, and search engines?

Or, maybe you are still coming to terms with your brand message and generating organic marketing results.

Not long ago, I was introduced to a fella who owned a manufacturing business. It turns out he is the biggest supplier of his products in the surrounding five counties. But, sales were lagging and his competition had a web site that was in Google. In fact, on more than one occasion, his suppliers ended up at his competition doorstep, with his delivery, because this fella had no web site. Let alone a brand message.

A marketing designer creates and defines your reputation by producing and establishing quality content. Don’t get me wrong because I am not talking about advertising.

I talk to people everyday about the most important part of my work - creating/writing superior content for their business.

And, everyday I get someone who wants to argue with me, and these are driven people like entrepreneurs and business owners. They see the investment in “content creation efforts” as a barrier or problem. Over the years, after I have completed my discussion with each of them, I've learned the vast majority of these decision makers are looking at content creation in the same way they look at other marketing expenses: advertising, yellow page ads, trade show booths, and printing.

When you think of your online content as just another marketing expense, you will always be led to underspend. When you spent $500 in one month in Google Ad Words and/or Facebook Promotions advertising campaigns, the only thing you bought were ads appearing in the search/page results and the resulting clicks from those ads.

Consider this, as soon as you stop paying, your advertising and clicks completely stop. Gone.

To me, that is a time-told-truth example of a marketing expense. You pay and you get something, but when you stop paying it immediately goes away.

On the other hand, creating content for your business, is an endeavor establishing a permanent asset and not temporary ad space. Do you see the difference?  Your content can be used to perform advertising, but its’ basis is building your authority - your business reputation.

How does a marketing system designer accomplish work?

Self Motivated Expertise
They have the professional knowledge that will build your business with proven inbound marketing techniques. They will set the tone and schedule.  Because of their experience, they know what must be accomplished and in what order.

A marketing system design will work closely with your company personal to develop content.

How is it possible to measure success of a marketing system designer?

Once you put a marketing designer on your team, how will you know there are successful?  One easy what is to break up the projects into phases and then watch to see what tasks they accomplish, based on their promises and your needs.

Phase 1 - Design
You are working to identify what you need. from your conversations and meetings, gather a list of items that will be deliver and when they will be accomplished. Some of those items might be a new web page, a brochure being designed, or social media channels setup.

Plus, in this phase you want to setup at least one marketing campaign idea. there may be others. But the end game is having specific marketing campaigns to connect with your niche market.

Phase 2 - Building
From the list you assembled in our previous phase, check the timing and production of each item. Does it meet the criteria you have discussed? Does it meet your satisfaction?

Are you seeing the establishment of your marketing campaign come together?

Phase 3 - Deployment
Once your item list is completed, how will they be published and when? That may vary depending on what your wanting to accomplish.

For example, in a typical marketing campaign your landing page(s) are published, specific ad content that including key word research and  material(video, brochure, eBook) is published.  Is the marketing process automated so no new labor is required, except speaking with your newly qualified prospects?

Phase 4 - Maintenance
Monitor the marketing campaign and make any adjustments as needed. Some adjustments may be changing material or revising your key word strategy.

I hope this helps invigorate the inbound marketing program at your business.

In Respect, Steu
Steu Mann, Owner

Thursday, August 11, 2016

Business Marketing: thought is the only real currency - true story (video)

Business Marketing: thought is the only real currency - true story (video)
Thought is the only real currency there is.

How many times have you left it up to a process or method or someone else to achieve your dream?

This gymnast from the olympics tells the Truth. Do you want the secret to success?

This fella found out about gymnastics from a comic book at a very young age. He saw a star in one comic doing gymnastics.

Next, he drew his own comic with the star doing gymnastics and winning. Today, he is the recognized winner, and leader in gymnastics ... besides being gold medal champ multiple times.

For those of us in business, this is a great example of how to motivate your own business growth!

http://www.nbcolympics.com/video/how-kohei-uchimura-discovered-gymnastics-comic-book (video)

Steu Mann
Ez Web Company

Tuesday, August 9, 2016

How To Avoid 7 Common Marketing Mistakes - The New Rules

How To Avoid 7 Common Marketing Mistakes - The New Rules
Are you working your marketing plan with the new rules? That is, the rules of the digital marketing age?

Here are 7 very common mistakes made by marketing efforts in business, along with the solutions to avoid them.

#1 Not understanding the difference between marketing and advertising.
This one is easy. Advertising is buying ad space in a printed publication, TV, or the radio. Marketing is using your web site, including social media and the new radio - podcasting, to produce short term and long term awareness about your products and services to your desired audience.

#2 Misunderstanding about reaching your target (niche) market
Nowadays there are many influential sources that can distribute your news. Before the digital age, a few magazines and TV held all those cards. Not any more.  What is better, spending a lot of cash to push out generic ads, or building a network of resources that can deliver your crafted message to your niche market?

#3 Forgetting that great content is the first  reason people make purchases and return to visit a site. 
Make your content the primary reason people visit you. Forget the flashy graphics and exciting banners. But, not to the extent of just having a text page. Deliver appealing content that educates the mind of a consumer. Think of questions a potential buyer will have and answer them in your content. Build connections with your content by allowing people the opportunity to comment - a demonstration that people use you and are engaged.

#4 Losing the natural power of content sharing.
The world gets smaller as social media and other content sharing methods increase. Throwing up a web site will not produce the returns  you want unless people can connect to their family and friends about liking your content. And, you want to be able to easily share your updated content into social media channels that become inbound links to your site. High quality inbound links are an asset in traffic building and extending your web reputation.

#5 Content is not scaled to achieve specific marketing goals. 
The two main functions of a web site visitor are browse and search.  Is your site easy to search? Have you laid out the architecture so that a search enhances your key words and exemplifies SEO targets?

#6 Brand message is not clear and/or compelling. 
When you visit a web site, see if you can spot the brand message. Most sites do not have one, or it is hidden. A good brand message is on your Home page, displayed on the the top half of the page - above the fold. It is clear and contains your key words that emphasize the benefits you offer.

#7 No plan in place to produce and publish momentum content.
What is your goal with your site in the next 6 months ... two years ... or five years?  Your content is a natural stepping stone to produce the means by your reputation is built. I have clients who were successful when they had no web site or a minimal web site; one that had no current updates published for a long time. Once they hired me to produce current content from their projects, they received exponential attention from new potential clients. Today,  they now have more active projects - and more new clients.

Good luck with your marketing efforts. Every piece you do helps to build the momentum of your success and fortify your web reputation.

Steu Mann, Owner
Ez Web Company

Monday, August 8, 2016

Online Marketing - Three Important Rules To Boost Your Marketing

 Three Important  Rules To Boost Your Marketing
In this digital world there are new rules for marketing. If you choose not to follow them then you will strangle your advertising efforts. These are simple and to the point, you don't need a college degree to figure 'em out. To be successful with the new rules means applying some sweat equity; this will not cost you an arm or a leg.

#1 Develop relationships directly with consumers.
That is right. In the old days you had to spend bundles of money on media purchases to get your message out to the entire public. Nowadays, you can use the web to target your specific audience without having to purchase any media ads. For example, you can target your SEO (search engine optimization) strategy with content that focuses on a specific theme or product, by simply writing the content on your pages to accomplish "content marketing" which is, in essence, publishing content to inform the search engine spiders about how, where and why your products are fitting that specific theme or product niche you are targeting.

Write this content easily and don't pack it with key words. Allow the content to flow naturally like you are having a conversation with a friend - just stating the facts: benefits, features, and why your product is so interesting to consumers who might buy it when they are looking for it.

#2 Use Current Marketing Strategy
In the old days your advertising material worked in one way - from the company to the consumer. There was an emphasis on creativity as being the most important component. Nowadays, the shift has erased that entire stream.

With social media you can engage potential clients and existing clients - on the spot. They can "like" your content, or "follow" you, or put you in their "circle" which is all good because anyone of of those means you are now going to appear in their network - aka free exposure about your products and services.  One of those just about amounts to a testimonial of your "business goodness"  ... which is all possible thanks to this digital world we live in.

There are many available digital channels that, even with a home based business, you can appear to be a giant company - just by the way you deliver your product content. For example, a blog or social media channel are two excellent marketing methods that level the playing field for all businesses. When you make the effort to get started on Facebook, G+, or Twitter you exercise the same power as a Fortune 100 company. All it takes is the time and energy to acquaint yourself with the process to emphasis your content in those methods.

#3 Tell Your Own Story
Before the web, the main marketing technique was using a Press Release (PR) and there were techniques to get it "right."   A PR was the recognized channel for a company to communicate with the press or media. Today, the structure of the web means you can tell your own story and proliferate it as you wish. While a PR is still useful, it is not the only way to communicate and distribute your story.

Develop your band message. Develop your elevator talk. Assemble a 250 word article on your products that emphasizes the benefits and features. And, create two or three short (30 - 60 second) videos; even using you smart phone will be perfect for this. Publish this content.

You now have a basis to build your social media channels and start a blog. Remember, a blog can be as easy as a conversation. One big blunder a business makes is over thinking a blog. Keep it simple and use pictures. You don't have to contribute a new idea to the Law Of Relativity with every post you publish. A simple update covering your business activities will suffice. One helpful technique that you can include in your content is the use of hashtags.

Here are some hashtags for this article: #knowledgeispower #onlinemarketing #workathome #contentmarketing

Steu Mann, Owner
Ez Web Company