Tag Archive | "Demographics"

Taking Full Advantage of Mobile Searches

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Taking Full Advantage of Mobile Searches

In an increasingly mobile world, an equally increasing number of users from all demographics are now using smartphones to find what they need. We have seen before that a great amount of searches made by mobile users result in a purchase being made by the person using the smartphone. Local business owners, as well as the online marketing experts responsible for promoting these businesses need to know all about mobile marketing and how they can harness its power. It gives businesses a great opportunity in the online world, but mobile marketing needs to be done right for it to be effective.


Here are some tips that will be useful:


  • Have a mobile compatible site


We’ve probably gone through this about a hundred times in the past year, but it’s worth repeating. Your business site needs to be mobile compatible if you want to benefit from smartphone traffic. It’s simple to do if you know the right tools, many of which are available for free. Too much trouble? Not good in web design? Just hire an affordable freelancer who could make a good site for $50 to $100. It will be worth it. Your site content should be direct and to the point. Yes, do include calls to action and a good sales copy, but keep the fluff to a minimum and save the purely informational stuff for your blog. While smartphone users do conduct research, it is SHORT research and they just want the basic attributes of your products. It’s highly unlikely that putting the history of your company on your homepage will have much influence on a mobile user’s decision.


  • Local SEO and targeting is of utmost importance


When someone searches for a product on a smartphone, they usually need something local to them. If you use paid advertising services, geotarget your ads appropriately. If you do SEO, make sure that you do the right local SEO which will help users within range of your business to find its site.


  • Put a map on your mobile site


Some who are looking for your business may not be familiar with the area. Google Maps is your friend here. Include a map on your website, as well as the option for the user to get driving directions to your location. This increases the chance the user will go to your business first before checking out any competitors. If they have a map on their site and you don’t… guess what… you lose.


  • Have a call button too


Sometimes the user will want to call your business first. Having a phone number on your site is good, and obviously something you should do. But what’s even better? A “Call Us Now” button that when pressed will cause the smartphone to automatically call you. This makes it simpler for the user to get in touch with you.


  • Add your business to local directories and social media


Add your business to social media sites, local business directories and place a few classified ads. This will not only help with SEO, but further increase the chances that a smartphone user will become aware of your business and use its services.

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Ultra Targeted Ads May be Coming to Facebook Soon

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Ultra Targeted Ads May be Coming to Facebook Soon

When advertising via social networking sites, targeting is the key, just like with any other marketing method. You want your ads to be seen by the right demographics, people whose profile and interests will make them more likely to become paying customers of yours. One of the most common issues with advertising on the social networking giant Facebook is that advertisers can’t target specific users with their ads.


But there are reports that this could change, maybe in the next few months. Facebook advertisers could have the opportunity to target users that are already their customers, or who have given them their information in some way, such as by signing up for their email list. The company is currently testing ways for advertisers to target Facebook users specifically by their user ID, email or phone number.


However, the information comes from a user who reported seeing a “custom audiences” tab in the Facebook advertising control panel, but then the tab was soon gone. It looks like a temporary bug allowed that user to see a feature that wasn’t intended to be operational yet. While this, in itself, is not surprising and has happened with many other websites, it doesn’t necessarily mean that Facebook will actually roll out this change. No official statements have been made by the company at this time. Furthermore, having the ability to target specific users that are on social media by using their personal information is likely to raise a few eyebrows among consumer and privacy advocates, many of whom already see social media as a serious concern for individual privacy.


This, however, may be resolved in a simple way. Facebook could make a setting that would allow users to opt out of being specifically targeted by marketers while they browse the social network. The feature could be left on by default and users who would see this as an intrusion on their privacy or who just don’t like being marketed to on social media could disable it if they wish.


Targeting your existing clients by social media also isn’t as bad as some other marketing methods, particularly those in use before the internet became popular. It’s actually quite common for many large companies to sell their user information to telemarketers as well as direct (postal) mail companies and while there is a possibility to opt out, the information is usually written somewhere in fine print on the subscription form or contract.


In any case, targeting your existing clients and people who have expressed an interest in your business is a good way to put your online presence to good use. This can be done in various ways, not just by social media. Among the most common ways to do this already is sending marketing emails to them, physical mailings like pamphlets and catalogs, or text messages on their mobile phones. Facebook’s move will just create a new opportunity for marketers to perfect something that many of them have already been doing for quite some time now.

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Improving the Performance of Your Online Advertising

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Improving the Performance of Your Online Advertising

Previously, we’ve seen how important it is to keep track of how your online ads are doing and what you can do to make this happen. But if you notice that you’re not really getting the results that you were hoping for from your online marketing efforts, then there are a few things that you can do to try and solve the problem. Here are some areas that you can examine more in detail to try to change the way things are going:

Your Ad Copy

Having a good ad copy is essential to success in the online world. The ad copy is basically the ad itself, which could be a text ad, video ad, or banner. Look at how your ad is made. If it’s a text ad, like in a classified ads site, is it well written, without 10 spelling mistakes per sentence and gives people an accurate representation of your business (products, prices, etc). Does it have a call to action? For a banner ad, is it visually appealing? Does it at least give some information about what you’re promoting? Having a good ad copy can make a big difference.

Keywords/Demographics/Other Parameters

These would be factors that are specific to each type of online advertising method you use. For example, if you use PPC ads on search engines, you will need to target the right keywords. If you use media buying, you can select demographics so that your ad will be displayed on websites that are more likely to be frequented by the section of the population which are your target market. You can also select your ad to be displayed on specific sites, etc. Don’t forget geo targeting. If you have a local business, showing your ads world wide is simply a waste of money. Get familiar with the advertising method that you’re using and tweak some of the parameters as necessary.

Marketing Channel or Specific Site/Service

Not every single advertising channel will be appropriate for every business. Also, certain specific sites or services could yield better results for some users. For example, a company may not get much luck getting good customers on the classified ad site Craigslist, but could get much more quality visitors and customers from Backpage, etc. Don’t hesitate to drop a certain service or advertising channel from your portfolio completely, especially if after making many changes, plus putting in time and money you aren’t able to make anything work well for you. There will always be other options available to you.

Obviously, these are just some general tips on what you can change to get some improvement. There are plenty of free resources available online such as e books and forum posts which deal with the specifics of certain advertising channels, or give advice on how to promote a specific kind of business online. By reading these materials, you will get a better look at some additional things that you can do to improve the way your online ads are now doing.

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Better Marketing Habits to Establish: Part 2

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Better Marketing Habits to Establish: Part 2

Previously, we’ve seen some good habits that you can establish to start off the year well with your online marketing efforts. Here are some more tips that will help you make the most of your online marketing activities, no matter what line of business you’re operating in.

  • Understand Your Audience and Target It Correctly

There are still many businesses which aren’t targeting their audience right when it comes to promoting their products and services online. While advertising on a “general” site can sometimes be profitable, most businesses will get better results with advertising that is targeted towards customers which are more likely to buy their products. If you use search based advertising, then you’re already doing this if you’re targeting the right keywords, meaning keywords which people are likely to search for when they’re interested in buying something that your business sells.

But if you use on-site advertising, such as by buying text ads, pay per click ads, video or banner ads on various websites, then you will need to be more careful as to whether you’re really displaying your ad to the right audience, meaning people who will visit your website because they’re likely to buy your products, as opposed to being simply curious. Many advertising networks now let you choose the sites on which your ads will be displayed. You can also target your advertising to specific geographic areas, such as cities and states, plus also select demographics such as age, gender, income level, etc. By thinking about who your buyers are and targeting the segment of the population that they represent, your ad campaigns will be a lot more likely to be successful.

  • Track Your Results on a Consistent Basis

One important advantage that using online marketing brings you is that you can track your results and see how you’re doing, often in real time. However, there are still too many online marketers that aren’t taking full advantage of these tracking capabilities. There are free tools and scripts which you can install on your web server that will tell you exactly where the clicks to your website are coming from, how long a visitor has stayed on your website, which pages they have visited, etc. Since they’re available to you for free, you should definitely take advantage of them.

Many advertising networks also provide you with detailed information about how your ads are doing, such as which ads and keywords get the most clicks, etc. Use these metrics to determine which of your ad groups and advertising methods are performing at their best, so that you can focus on using these, and get rid of or make changes to ads or marketing methods that are simply causing you to waste time or money. Keep tracking how your ads are doing each day and at the end of the month, compare the statistics to see how each ad group has done. This will give you a much clearer picture of what works and what doesn’t work too well for you.

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Using PPC For Small Business

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Using PPC For Small Business

If you take a look at recent online marketing news, you will see that using pay per click advertising is growing online. In that past few years, this use has grown steadily. One of the reasons behind this growth is the fact that many small businesses are now using PPC advertising to get more visitors to their websites and customers to buy their products. If you want to get started as a small business user, then here are some tips that you can use to launch your first successful campaigns:

Take Advantage of Free Offers

Many PPC advertising service providers give free ad credit to members who join. You can find these free offers simply by looking online. Some web hosts also offer free advertising credit to clients that use their services. For example, you can get a $100 Google Adwords credit from many web hosting providers. Making use of these credits will allow you to start advertising at no cost on various platforms and see which ones will be the most suitable for your business and bring you the best quality traffic.

Don’t Forget to Target Your Ads

This is one of the most important aspects of PPC advertising: geo targeting, which means only serving your ads to web users that are in a certain defined geographic region. There are several uses of this: obviously, if you have a local business that only serves a certain area, you will want to limit your clicks to come from that area. Anything else will simply be a waste of money. Even if you do business globally, you may want to limit the countries that you target for your advertising, mainly due to the fact that there’s a much higher amount of fraud and poor quality traffic coming from certain countries.

Some PPC services also allow you to choose specific sites or groups of sites that your ad will appear on. They also have demographic targeting, meaning you can make your ads appear on sites that will be mostly visited by the demographics that are the most likely to purchase something from your business, thus making your traffic more useful for you.

Use Keywords Wisely

If you advertise on search services, like Google or Bing, then keywords for PPC are as important as for SEO. Even more so, as you will be paying for each click. Be sure to do your keyword research in thoroughly before and carefully select the keywords you will want to target. Avoid keywords that will be too broad, as they will result in getting traffic from people who may not necessarily be looking for what you’re offering. If your business sells clothes and accessories, instead of targeting general keywords like “fashion”, you may want to target more specific ones like “Diesel jeans” or “discount handbags”, etc. Basically, you need to think as one of your customers and target keywords that they would be most likely to search for.

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Social Media Marketing Introduction for Beginners

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Social Media Marketing Introduction for Beginners

Social Media is quickly becoming THE way to promote online business and websites. There are three main reasons for this, which are: the high amounts of back links, the increased attention to the website, and the increased amount of traffic sent to the website. Social media is a cheap, and generally free way for businesses and websites to gain free exposure resulting in the three things just stated.
Social media is built around interactions and conversations. So, in order for it to work for people wanting to advertise, they need to modify their techniques into a more personal, and conversational tone. This can allow businesses to create a face, and not hide behind corporate shields, resulting in more end-user trust, as well as an easy to obtain email marketing list.

Preparation is key for virtually anything, and is key when you are entering the social media market for the first time as an advertiser. First off, you need to know your audience. Hopefully, your audience, or at least part of it, is young, because mainly, the youth are the ones using social media, although the middle-aged and older sectors appear to be growing in numbers among the various websites out there. As a business, you should already have identified the demographics of your target audience, and with that, you already have your groundwork. The next step would be to analyze your competition, find out what they are doing and if it works, and if it does work, figure out why and how you can do that too.

After that, you should make sure you have employee guidelines. This might not be a big deal to small sites, but for large businesses with tons of employees, it’s important that they know what they can and cannot do in the social media realm when representing the business. That being said, it might be helpful to only have one or two people working on your social media sites and blogs, so everything is run smoothly. It is important for those people to update them frequently and monitor the conversations. They must also keep everything relevant to today’s society, and of course, interesting.

In closing, social media is meant to be fun, so keep it that way. Don’t bore people with plain old advertising. Make it new. Make it exciting. Make it cutting edge. If you do that, people will be interested in you and what you have to offer, whatever it might be.

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