Tag Archive | "Marketing Channels"

Who Uses Which Social Networking Site?

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Who Uses Which Social Networking Site?


One of the basics of a successful online advertising campaign is that you have to target the right people. Social media sites are rapidly becoming a part of the marketing channels used by both small and large businesses. Many advertisers would like to have a more accurate picture of what people use which social network. A survey recently done by the Pew Research Center has given a bit of insight on this topic, which could help marketers choose which social network they will prioritize in their marketing campaigns:

 

LinkedIn

 

The “business” social network, it is reported that 20% of all internet users surveyed use it. The majority of users are college graduates or higher and have a higher than average annual income. In fact, 58% of LinkedIn users report having an annual income of $50 000 per year or higher. With LinkedIn, the higher the annual income of an individual, the most likely they are to have an account on the social network. This isn’t too surprising, as it is a site used by professionals such as lawyers, accountants and business managers.

 

Pineterest

 

A relatively new site that is already showing some potential, despite a bit of controversy about them removing affiliate links and replacing them with their own. Usage is more popular among the younger crowd of 18-29 year olds. The majority of Pinterest users have attended some college or are college graduates. One thing that is interesting about Pinterest is that it’s a lot more popular with women than with men. In fact, the study shows that 20% of women who use the internet also visit Pinterest on a regular basis, compared to just 5% of men. This would make it an option worth looking at for marketers who sell products that are mainly targeted at a female audience.

 

Facebook

 

The most popular social network to date, which has a variety of internet users on it. 67% of internet users report having a Facebook account. Slightly more popular among women with 70% using it, as opposed to 63% of men.

 

Another interesting element of Facebook is the age distribution. 83% of internet users between 18 and 29 years of age report having an account on Facebook, 72% of 30-49 year olds to, 56% of 50-64 year olds and 40% of those aged 65 and over have one. Out of all the social networking services, Facebook is the one that is the most popular among the older crowd.

 

Regarding annual income, the demographic that uses Facebook the most (75%) are those with an annual income between $30 000 and $50 000 per year.

 

While these figures are interesting for marketers as they give a bit of insight on who uses each social network, they are obviously not the only thing that marketers should look at when they plan an advertising campaign. In order to be successful, marketers need to design their ads well, plus run some tests to see which ad copies are able to generate the most responses from users.

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Smartphone Searches Much More Likely to Convert

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Smartphone Searches Much More Likely to Convert


Smartphone usage has been seen in different ways by marketers all around the world. As an ever increasing number of consumers now use the internet on a mobile device, this naturally brings in more opportunities that a a lot of online marketers have been nothing but happy to take advantage of. But for some, learning to market to mobile users has been a bit complicated. It’s true that mobile users share many similarities to those on PCs, in fact most consumers that have a smartphone also use the internet on a regular PC. But the way that marketing should be done, as well as the expected results are quite different.

 

One thing that marketers have often questioned themselves about is whether mobile ads have a higher conversion rate than ads geared towards PC users. The answer, of course, will vary depending on the niche of your website and the marketing channels that you are using. But as a general rule, mobile ads will bring a higher conversion rate, especially in the select industries of dining, auto and travel.

 

In fact, the numbers are in from a Nielsen Panel that surveyed over 6000 smartphone users. The conversion rates may look surprising to a few. Results show that 85% of searches for dining, 51% of automotive searches and 46% of travel related searches result in a purchase made the very same day. This is a simple fact that marketers should not ignore if they want to experience success. Smartphone users are more likely to be “ready to buy”, while PC users may be unsure or still in the “comparison shopping” phase.

 

It doesn’t take a marketing expert to figure out why. People use their smartphone quite often when they need to find something quickly and don’t have the time to do intense research. They’re searching for a product that will fill a need and when they find it, they’re quite likely to buy it if the attributes of that product and the price range is acceptable to them.

 

Take someone who is traveling to a city they’ve never been to before. They’re sitting in their hotel room and are wondering which restaurants are nearby. They do a search for a type of restaurant that they would want to eat at. They then see a list of results. It is quite likely that they would just look at the pages of one, two, maybe three restaurants before heading out and getting their food.

 

For automotive, many users who do a search need to find a replacement car part quickly. With travel, it’s quite possible that the user needs to travel urgently to their destination and are looking to find transportation that will get them there, whether it’s by bus, train or air.

 

But how do marketers ensure that they’re able to capture the attention of those mobile searchers and make the sales that they need to keep their business going? It’s actually quite simple, but may demand some adjustments for certain marketers. Tomorrow we will take a look at a few techniques that can be employed to increase success.

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Most Consumers Want Marketing Messages by Email

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Most Consumers Want Marketing Messages by Email


There are many online marketers and entrepreneurs who are shunning email marketing, believing that it is ineffective or that consumers perceive any email they receive from a business as a “spam” message and don’t pay attention to it. However, the reality of consumer opinion is quite different from this.

 

According to a survey of 1 500 consumers in the United States related to how they prefer to receive marketing messages, a large percentage, 77%, have said that they prefer to get them by email. There is no close second place, according to the study. Email is still king with US consumers and this doesn’t look like it’s going to change much in the future even as other marketing channels are being developed in the world of online advertising.

 

Here are the numbers for the rest of the marketing methods:

 

  • Direct mail (physical letters, brochures, catalogs…) : 9 %
  • SMS messages : 5 %
  • Facebook : 4 %
  • Phone calls: 2 %
  • Twitter : 1 %
  • Mobile applications for smart phones : 1%
  • LinedIn : Less than 1%

 

In reactions to the survey, many marketers were surprised that social media websites such as Facebook, Twitter and LinkedIn have scored so low. The explanation is that while consumers will pay attention to the pages of their favorite brands and businesses on social networking sites, this is not the place where they want to receive commercial solicitations. Marketers need to remember that social networking sites were never designed as being a marketing platform in the first place. Rather, they are a place where individuals connect to other people that they care about. Users also like to use social networking sites for their integrated apps and games (horoscope, poker, Farmville, etc). They may check out some commercial pages, but they don’t like it when their news feed is filled with ads.

 

There are some who ask: even if email marketing is well received by consumers, do these people actually take any action in buying something they’ve gotten through email? The numbers say yes.

 

The survey done by Channel Preference has said that 66% of consumers purchased something as a result of a marketing message they’ve received by email. Results from other marketing methods are:

 

  • Direct mail (physical letters, brochures, catalogs…) : 65 %
  • SMS messages : 16 %
  • Facebook : 20 %
  • Phone calls: 24 %
  • Twitter : 6 %
  • Mobile applications for smart phones : 10 %
  • LinedIn : 4 %

 

While email may be the preferred way that consumers use to get communications from businesses, marketers should know that this applies to permission based mailings. Buying contact lists from brokers, even if that information was legally acquired in the first place, is unlikely to yield as good results as sending messages to consumers subscribed to your email list, or including a promotional signature in customer service or order confirmation correspondence.

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Is Google + a Good Business Marketing Tool? Part 1

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Is Google + a Good Business Marketing Tool? Part 1


Whether or not Google + actually has enough potential to be a useful marketing tool has been a matter of debate for quite some time in online marketing circles. There are those who believe that the social network launched by Google has some potential and will end up growing in popularity. On the other end, there are those who believe that it will be a flop and join Google’s list of “failed products” and therefore businesses shouldn’t waste their time building a significant presence on it.

 

But what is going on with Google + in reality? Is it something that you should bother paying attention to as a business owner that is seeking different ways to advertise online? The decision as to which marketing channels you will use to promote your business online is all up to you. Remember that in addition to social networking sites, there are plenty of other online advertising avenues that you can use. And if these are already working for you, then you should by all means keep using any method that is bringing you a satisfactory amount of website visitors and revenue. But what about those that are seeking to enlarge their online advertising options, or who have just started a new business and are looking for ways to get some traffic going to their website?

 

There are a few things that you should know about Google + and about how it can be used to promote your business in social media.

 

Google has Fixed Several Problems With the Site

 

When it was launched, Google + was only meant to be used as a platform for individuals to connect to each other. This meant that business accounts were not allowed. However, Google has quickly changed course, allowing businesses to use the platform for networking, just like Facebook now allows different types of organizations to use their social networking service to connect with fans, customers and potential customers.

 

Certain functionality issues, such as the ability to put in additional page managers, as well as verify a profile to make sure that it is the official Google + page for your business, have now been resolved and are working quite well. Google has also worked on improving the overall look and feel of the service, which is always a bonus point for increasing use.

 

Adoption Among Consumers Remains Low

 

Google has reported that there are now 90 million users of Google +. Of course, this is far less than its rivals, which are now chiefly Facebook and Twitter. Furthermore, the amount of time that users spend on the service on average is not too encouraging at the moment. Reports show that users of Google + spend just 3.5 minutes on the service. Again, this is low compared to other social media websites. However, there are a few reasons as to why you may not want to discount Google + as a marketing tool just yet and may want to create a profile on the service for your business.

 

 

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More Efficient Use of Online Marketing: Checking Your Progress

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More Efficient Use of Online Marketing: Checking Your Progress


If you own a local business and use the internet to promote it, then you’re probably concerned as to whether you’re getting the results that you’ve wanted from your marketing efforts. After all, nobody wants to spend time and money on online advertising only to make little progress with it. This is why it is very important for you to monitor your progress with internet marketing and see which of your strategies work and which ones don’t work as well. This will give you an idea as to whether you should keep doing what you’re already doing, or whether there are certain changes or improvements that would be in order for you.

While this sounds easy to say, keeping up with the performance of your online marketing efforts will require a bit of work, especially if you haven’t really been paying attention to the results that it’s been bringing you. This happens to many small business owners that get caught up with their main line of work, especially if their business has been doing quite well as of late.

The first thing that you would want to do is to make a list of all of your marketing and advertising channels that you’re using. Then, divide these into sub groups. So for example if you use social media and classified ads sites, you would have these 2 as main advertising types. Then you would list the specific social networking sites that you use for your business, as well as the classified ads websites that you post your ads to on a regular basis. The same can be applied to other methods of online marketing that your business uses, such as pay per click ads, where you can further drill down the traffic and results that you’re getting by each network, each specific ad campaign & ad copies, as well as individual text or banner ads that you’re running on the network. Remember to be as detailed as possible as this will help you optimize your efforts.

Now that you have this list done, you would need to track where you website traffic is coming from. If you haven’t already set up a tracking script (there are many free ones out there that you can use), look at your server logs to see where the traffic on your business website is coming from.

As for tracking conversions (visitors who became paying client or took other action that is profitable for you), there are many free scripts that you can use in order to see which clicks are converting, if your site is directly selling items to customers. Otherwise, if customers contact you by phone or walk into your place of business, then tracking conversions won’t be that easy since you will be limited to asking customers how they found out about your business.

If you’re satisfied with the results, then keep doing what you’re doing… but keep paying attention to where your traffic is coming from. If on the other hand, you want to improve some things, then we have some more tips for you tomorrow.

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Get More Sales This Holiday Season: Your Marketing Plan

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Get More Sales This Holiday Season: Your Marketing Plan


If your goal is to profit from the busy holiday shopping season as an online entrepreneur, then there are a few things that you would need to do. Of course, there are certain things that you must do on your site to get it ready. But what about the overall marketing strategy that you will be employing to get visitors to your website and turn them into profitable buyers for you? Again, there are ways to make this happen. Let’s take a look at some of the methods that you could use to do this.

  • Make a marketing plan for the season

In order to succeed and get the most benefits, you will need to create a well thought of marketing strategy. This means planning it right ahead of time. Yesterday, we have seen that you should start preparing your website in the beginning of November and the same holds true for your marketing strategies. So get ready to develop your marketing strategy early as well. It will require some thought, but with the resources available online, it is not as difficult as you think it is. Start writing down ideas on which marketing channels you will be using, as well as how you plan to attract your customers to your site.

  • Get your tools and marketing materials ready

Do you plan on using Adwords but didn’t yet create an account? Do you plan on getting on Twitter for the first time? Now would be the time to start creating accounts at these places. This will be one less thing that you will need to take care of before you kick off your holiday sales season. Then, there is preparing the ads themselves. Previously, we have seen that it is important to have good landing pages, especially when using pay per click advertisements.

But there are many methods of online and offline advertising and you need to get your materials ready for these as well. If you have a Facebook page, then it will be a very good idea for you to create some Christmas graphics to advertise your promotions. Same thing if you buy banner space, you will need to redesign your ads to reflect the holiday season as well as your current promotions.

  • Decide what kind of specials and promotions you will give for the season

This can be obviously a certain percentage off selected merchandise, but could be anything else that gives more value to your shoppers. For example, it could be free shipping for orders, a two for one special on certain of your items, free gift wrapping services, etc. Basically, think of a way of still being profitable, while attracting more customers to buy from YOU. Also it is never a bad idea to see what your competitors are offering, so that you can try to beat their offers or give something better to your own customers. You want them to buy from YOUR site, so you will need to make it worth it for them.

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