Articles written in March, 2011

March 29 2011

One Size Does Not Fit All: 3 Tips to Keep in Mind When Crafting Your Interactive Marketing Strategy


I’m sure you’ve heard the expression before and it’s true.  One size certainly does not fit all.  This statement is fitting and should be kept in mind when crafting an online marketing strategy for your business. 

When individuals seek advice from our team at MoreVisibility, we would be remiss to suggest a “cookie-cutter” formula to achieve online marketing success.  Each industry, business, and client not only has different marketing goals but each may have to take a different path or approach to reach individual targets.  For this reason, an interactive marketing plan should be customized according to the specific needs and objectives of any company.

Although your marketing budget often determines what you are able to accomplish in a given time period, keep in mind that all visibility doesn’t require considerable amount of resources (monetarily that is).  Much of what we do as marketers online, especially in the social media realms, require human capital.

    1. For one, be sure to take advantage of the “free” marketing opportunities that can help to give your company increased exposure.  Social media channels, if managed correctly, can be awesome brand builders.  Basic profile creation will not have a giant impact on your wallet, however, do be realistic and understand that social media outreach is only effective if you are willing to put in considerable time to manage each channel.  Often times, human resources are limited and prevent companies from being able to focus consistently on their efforts.   
    2.  Credibility is extremely important for online presence.  I say this speaking mainly about website design.  Don’t spend so much time trying to have a presence in every aspect of online marketing (paid placement advertising, custom social media pages, etc..) that you forget about improving the usability, design, and functionality of your website.  Keep in mind that your website, in essence, is your “final destination”.  It is the place where individuals are directed to through all other online and offline efforts.  Ensuring that your brand and message is consistent from channel to channel (and to your website) is important to building brand credibility. 
    3. The third and perhaps most important tip to remember is that marketing plans aren’t static.  The interactive marketing industry is an evolving market and one that consistently fosters new and innovative tools and opportunities.  For this purpose, it is always best to adjust and add to your online marketing mix.  Look for new industry trends, a topic that MoreVisibility’s President, Andrew Wetzler, speaks about in “Change Your Internet M.O. & Discover Your Mobile Mojo“, recently featured in our March Newsletter.

Whether you are new to online marketing or have been following the industry for years, it is always a good idea to review your online marketing plan.  Start by clearly identifying your audience/market, define (or redefine) your goals (often helpful to track through adding Google Analytics onto your marketing campaigns), and pinpoint which online marketing channels would be best to reach your targets.  Don’t overwhelm yourself with trying to accomplish and have a presence everywhere, if your budget doesn’t allow it.  Start with improving your website (your “final destination) and work diligently to create brand awareness in other areas of online marketing when the time and budget permits.

March 28 2011

Mobile Computing And Evidence Of It’s Future Dominance


The growth of mobile computing is off the charts and consumer confidence in using mobile devices continues to strengthen.  Perfect evidence of this consumer confidence is represented by how many users rely on their mobile devices for researching important, sensitive data and personal information.

comScore released their latest findings on the number of people who use their mobile devices to access their financial data and the numbers are eye-opening.  You can read the full press release here. One of the main findings in the report illustrates consumer confidence in mobile computing, and reads “in Q4 2010, 29.8 million Americans accessed financial services accounts (bank, credit card, or brokerage) via their mobile device, an increase of 54 percent from Q4 2009.”  This is an excellent barometer of how mobile computing will grow to dominate the way individuals connect with and use the internet to access information.  I am not predicting the end of home computing, but local bank branches need to pay attention to these numbers.  For example, when the respondents were asked, “What is your primary method of accessing financial accounts? (Among Mobile Banking and Mobile Credit Card Customers) 44% said they go online from a fixed device (think personal home computer or work PC).  36% of the respondents said they use their mobile device or cell phone, while only 8% said they visit the branch or agent in person.

These are strong indicators of future consumer behavior and further demonstrate the need for all businesses to embrace a mobile strategy.  Individuals are relying on mobile devices in growing numbers for even the most sensitive of personal data.  If people are comfortable accessing financial information from their phone, they surely will feel confident using their phone to find a company to buy from when they want to make their next purchase.  Align your business marketing strategy to account for these users with a mobile version of your website and a solid mobile marketing strategy.

March 25 2011

Spring Cleaning- 3 Ways to Improve Your “Linkability”


In the world of SEO, links are a good way to improve your organic visibility. Many have heard about link building, but aren’t eager to follow through with the steps. However, link building doesn’t have to be a chore. In fact, it can actually be fun if looked at from the right perspective. Since Spring is upon us, let’s look at how your company can begin link building or tidy up and improve the links that are currently in place. 

When many people think of links, they think of outbound links. Outbound links are links on your website that direct a visitor to another website. Some tend to think that outbound links will cause a site to lose visitors. On the other hand, if links are treated like Macy’s treated Gimbels on the movie “Miracle on 34th Street”, then the return of visitors may be greater than expected.  One way to increase outbound links is to think of the current alliances and partnerships that your business possess. Reach out to contacts at those businesses and let them know that your company is sending outbound links their way. They may even be kind enough to return the favor and both companies win.

Another winning link strategy is internal links. Sometimes, internal links aren’t given the same hype as outbound and inbound links, but they are very efficient. Internal links can be used to direct visitors to more detailed pages within your site. For example: Let’s say your company sells vacation plans, and the special for the month is a discounted trip to Hawaii. On the company web site are blogs about different destinations and their benefits. It would be a good idea to have an internal link on the Hawaii vacation plan page that directs a visitor to the Hawaii blog. This way, the visitor is learning more about Hawaii and its pleasures and is more likely to purchase a Hawaii vacation plan from your company. One note that should be adhered to is that inbound links should make sense. Don’t just create an inbound link for the sake of having an inbound link; otherwise it could frustrate your visitors. Inbound links should be relevant to visitors, and at the same time provide quality SEO value to your web site.

Another valuable way to improve linking is to think outside of the box. Is your company having a Facebook contest or promotion? How about creating an outbound link that directs visitors to that contest or promotion? Also, take a look at what your competitors are doing. This isn’t a task that your company should do everyday, but rather every 6 months or so. Learn from your competitor’s accomplishments and avoid their downfalls. 

Link building doesn’t have to be an arduous task. In fact, it may prove more entertaining and valuable than your company thought. Outbound links and internal links are a true benefit and can help your company’s SEO efforts. As your company looks to improve its site, remember the 3 “Linkability” tips above. To learn more about linking, read our white paper called “Link Building Made Easy: What to Do When You Run Out of Fresh Ideas.”


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