Article Archive by Marni Weinberg

May 20 2011

Don’t forget About the Holidays When it Comes to Your Pay Per Click Campaigns!

by Marni Weinberg

It is a well known fact that the holidays are prime time for online retailers. A good holiday season can be the difference between what turns a company from being in the red to being in the green. The biggest, most obvious, and anticipated holiday is Christmas, which typically yields the highest traffic and sales; especially for an ecommerce website.

Unfortunately, a common mistake many online retailers continue to make is not capitalizing on the many other holidays that can also drive increased, qualified visitors and (ultimately) sales.  It is important to remember that consumers are always looking for a deal and chances are… your competition is probably doing a good job of enticing them with holiday offers. As a friendly reminder, below are the holidays/seasons by month that should not be forgotten and can be taken advantage of in your pay per click initiatives. Some are religious holidays, others are simply the start of a new season, or perhaps a holiday you would never have even thought about, much less utilized to drive traffic to your website.  Be creative with your ad copy, keywords and incentives; you just might be pleasantly surprised with the results!

January: New Years Day, Martin Luther King Day

February: Groundhog Day, Chinese New Year, Lincoln’s Birthday, Valentine’s Day, Washington’s Birthday

March: Ash Wednesday, St. Patrick’s Day, Spring Begins

April: April Fool’s Day, Passover, Good Friday, Easter

May: Mother’s Day, Memorial Day

June: Flag Day, Father’s Day, Summer begins

July: Independence Day

September: Labor Day, Autumn begins, Rosh Hashanah

October: Yom Kippur, Columbus Day, Halloween,

November: All Saint’s Day, Veteran’s Day, Thanksgiving

December: Hanukkah, Winter begins, Christmas, Kwanzaa

I highly recommended that you start planning your marketing calendar a few months before each holiday to ensure that you will be all set with whichever promotion you choose to offer, as well as have plenty of inventory available. Happy Holidays!

April 25 2011

Social Media Spending – It Will Increase In 2011

by Marni Weinberg

If you are one of those people who (mistakenly) thinks Social Media is just a fad that will soon start to lose its luster, you are in for a (BIG) surprise. Social Media continues to play an integral role in our everyday lives, both from a personal and professional standpoint. 

According to a recent poll from Effie Worldwide and Mashable, 70% of marketers plan to increase their social media budget by more than 10% in 2011. So what does that mean for businesses? In my opinion, you better get on the fast track if you haven’t already factored social media into your marketing budget this year.

Just a few key components to consider when it comes to social media:

  • You first need a strategy in place in order to achieve (and maintain) an effective online presence. This will take time and effort and should be the foundation of your social media plan.
  • Once you have a solid strategy, you should create pages in the main channels: Facebook, Twitter, LinkedIn, etc. Note: If you already have pages, I encourage you to revamp and customize them to look as clean, updated and professional as possible. There are many new and exciting options available today that were not available a year ago. You will want to research and understand your options (i.e. custom tabs in Facebook, LinkedIn Company pages, etc.)
  • Consider who will be managing your channels, how often that individual will be posting and how negative feedback will be handled or addressed.
  • How will you gain more “Likes on Facebook”, “Followers on Twitter” and “Connections on LinkedIn”?  Part of your overall strategy ought to be focused on what you will do to stand out in the crowd of social media competition.

Remember, many of your competitors will increase social media spending in 2011. Will you?

April 8 2011

What Do Your Social Media Channels Offer?

by Marni Weinberg

It used to be that you had to have a Facebook Company page, you must have a Twitter Company page and you really ought to have a LinkedIn Company page, too.

Fast forward to April 2011 where you should consider the mere presence on those main channels, as just the very first step in your social media initiatives. While maintaining your social media channels with ongoing dialog, updates, responses, etc. is certainly mission critical to long term success, it is no longer about just being “active”.

Consumers are savvier than ever before and Janet Jackson’s “What Have You Done for Me Lately” is at the forefront of everyone’s mind. It is now about who is offering the best coupons, promotions, discounts, incentives and also how often. If you are not constantly promoting a special offer or giving your fans, followers and connections a reason to “like” you, “follow” you or “connect” with you, then they are onto the next.

So are your channels living up to consumer expectations? I encourage you to reevaluate your efforts and strategy, perhaps even snoop a little on some of your competitors to see if you are up to snuff.  Below are some ideas to ponder…

For Facebook – what (if anything) are you offering as an incentive for people to like your page? Some examples could include, Like Our Page and…

Receive Free Shipping
Receive This Month’s Special Promotion
Receive an Exclusive Facebook Discount
Receive a Free Product Sampling
Be Entered into Our Monthly Contest

The same goes for Twitter. What are you offering as an incentive for people to follow your page? A few examples could include, Follow us and…

The 1000th Follower will receive a special fill in the blank (promotion, prize or gift)
Every time we gain fill in a number new followers, all of our followers will be automatically entered into a drawing to win a special fill in the blank (promotion, prize or gift)

For LinkedIn, the more you can beef up your company page, the more people will want to follow your company to see what you’re up to. LinkedIn now has some really cool options & features. One is the ability to add products/services to your page. Another is the ability to add recommendations of companies you’ve worked with. Take a look at a screenshot of our page:

Take the time to make your channels enticing. You won’t be sorry!

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