Article Archive by Marni Weinberg

February 4 2013

Its 2013 – Are Your Digital Marketing Efforts Up to Snuff?

by Marni Weinberg

2013 is here and now is an excellent time to reevaluate your overall web presence. If that seems too overwhelming a task, make a list and focus on just a few elements for now. Then, tackle a little more over the next several weeks/months. As long as you are productive in some fashion, it is much better than doing nothing at all.

In the meantime, below are a few examples of where you could take a closer look to see if you might be falling short.

Analytics – This is a super important piece of the puzzle and too often, is overlooked. When it comes to truly understanding how your web traffic is performing and where your online advertising budget should be allocated, analytics is a key component. Your analytics data can (and should) offer insight that will afford you the ability to make intelligent business decisions.

There are many analytics platforms available today. As a Google Analytics Certified Partner, we utilize Google Analytics for our internal efforts, as well as recommend the platform to our clients.  Regardless of which analytics platform you choose, the importance of employing the code onto the site correctly is mission critical to your success.

Social Media – Facebook, Twitter, Google+, Pinterest, the list goes on. How are you engaging with your social media circle? Are you updating your pages often enough? Responding to comments made about your company? Offering incentives or contests? It is precisely these types of activities that you ought to be doing and doing well.  If you have not yet launched a Social Media Marketing initiative, well, what are you waiting for? Start with just one channel if that helps become less daunting.  No matter which channel you choose, you will want to have a well conceived strategy in place beforehand.

Website User Experience – When was the last time you actually viewed your website at length or read through content, filled out the contact us form, downloaded a webinar, clicked through the navigation? I encourage you to. Chances are if you take the time to really comb through your site, you will find little nuances that can be improved upon. Remember, first impressions are everything and you want a user to have a positive experience on your website.

Make 2013 the year of improvements for your web presence. It will benefit your business tremendously.

November 17 2011

Black Friday and Cyber Monday – How Will You Compete?

by Marni Weinberg

Both online retailers and shoppers wait with great anticipation for these sacred two days to roll around, and for very good reason; Black Friday and Cyber Monday are two of the biggest online shopping days of the year and as a retailer, you do not want to disappoint!  On the flip side, as a shopper, you do not want to be disappointed! The expectations are huge. What kind of promotions have you got up your sleeve? How will you compete with all of the retailers who will be aggressively marketing their websites? The answer is really simple: By advertising offers that are too good to pass up! Below are just a few of the most popular tried and true offers that statistically perform well year after year.

HINT: Be sure to include coupon codes in your ad copy. They work wonders in terms of tracking which ads/offers performed best.

Exclusive Time Sensitive Promos. Sort of like an “early bird gets the worm” deal. For example: 6 am to noon special savings. Most retailers make these the biggest offers of the day. Be sure to specify time zones.

Free Shipping. This one is a biggie, perhaps the biggest and shoppers have come to expect it. If you do not offer it year round you should definitely do so for Black Friday and Cyber Monday. Sales will likely be lost otherwise.

Site Wide Discounts. Also a big one and very common. It gives your shoppers the freedom to purchase whatever they want and receive a nice savings.

Free Gift with Purchase. A great incentive – especially around the holidays. Shoppers are getting another gift they can either keep for themselves (if they are greedy, ha ha) or give to someone else.

Free Gift Wrap. Shoppers love this. Gift wrapping can be tedious and cumbersome and many wait until the night before to get it all done. This way — they get their gift shipped and wrapped. What could be better?

Take advantage of these two huge shopping days and capitalize on the increase in traffic and sales. Happy Holidays!

October 14 2011

Why Have You Not Engaged in a Remarketing Campaign?

by Marni Weinberg

Seriously. Why? At the risk of sounding pushy, I can not see any valid reason for not “reaching out” to the visitors who arrived at your site, but failed to take whichever action step you were hoping for. As an example, ecommerce websites obviously want their visitors to complete a sale; while the goal of a lead generation website is for visitors to request more information (i.e. download a whitepaper or sign up for a newsletter) and ultimately capture an email address.

You have more than likely been remarketed to many times and have not even realized. Case in point: it is no mistake that you searched for a portable DVD player and then later that same day (and the entire week thereafter) kept seeing random banner ads from the very same online store you visited that day. If this online retailer is playing their cards right, the banners actually show a DVD player and even better, an enticing discount to lure you back to the site and complete your transaction.

There are so many reasons why visitors do not convert on their first visit. Perhaps they are on their lunch break and ran out of time before they were able to complete their transaction. Maybe they just want to shop around and make sure they are getting the best possible deal. Sometimes it’s as simple as they got distracted and forgot to finish filling out the form on your site or buying the DVD Player and all they need is a friendly reminder (hence remarketing) to visit your site again.

Whatever your online marketing strategy may already include, if you have not engaged in a Remarketing Campaign, you are missing out on great deal opportunities, especially with the holiday season fast approaching.

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