Tag: Technology

Strategic SEO Marketing | Pearl Marketing Design

The world of digital marketing is continually shifting, learn how your company can improve their platform visibility through SEO.

What is SEO?

Search Engine Optimization is the basic activity that increases your company’s ranking within search engines. Mostly commonly known search engine is Google, which displays links to pages that receive credible authority by analyzing the number and quality of links from other web pages.

In simpler terms. Google presents the most qualified searches first.

My content is resourceful and relevant to the services/products we sell, but we still are not ranked number one. Why?

Google doesn’t give out participation trophies. You have to earn your right to be at the top.

And that’s where proper utilization of SEO is necessary when trying to rank your website within the first few results. This means that having experts use the right tools to achieve high search rankings.

Who should manage my company’s SEO?

There are many options including hiring a marketing consultant, using a marketing agency, or utilizing your marketing department. There are also SEO companies that specifically specialize in the craft of search engine rankings.

Can’t I just use Google Analytics?

Google Analytics is powerful tool for increasing search rankings. When used to its maximum potential, it can increase your company’s traffic and ultimately convert clicks into actions.

Google’s ranking algorithms are the magic behind what companies have the best chance for audience views. The two most famous algorithms are Panda and Penguin. The animal theme stemmed from creator Navneet Panda who actually created Panda first in 2011. In brief, Panda reduces the number of low-quality sites appearing at the the top of Google’s results whereas Penguin focuses on the backlink profile of your site in real time.

Search Engine Optimization

Do I really need someone to managing my SEO?

Before Google’s ranking algorithms, there was a possibility of almost anyone being able to create relevant content for consumers and potentially coming out on top. Now, it is much more difficult to do so without a professional. It is important to not only create great content to get people to link your pages, but also show Google that your pages are interesting and authoritative.

Who should I contact?

At Pearl Marketing, companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea. We have a combined 55 yeas of experience in various industries and can effectively penetrate target markets. Primary consultant and CEO, Amanda Schneck has over 13+ years of marketing and social media experience and over 12+ years of being a marketing professor at one of the top business universities in the country. Contact us today to see how we can help your company’s search rankings!

Why Hire a Marketing Consultant | Pearl Marketing Design

If you have stumbled upon this article, you might be deciding whether your business should invest in hiring an independent marketing consultant. There are many different factors that contribute to whether a company should hire a contract marketing agency to help evolve their marketing strategies. In a competitive online world of getting your brand recognized, sometimes help from a specialist might be the best option. Here are 5 advantages to hiring a marketing consultant.

If you have no marketing team or want to strengthen your current marketing team.

Marketing consultants are great resources for those who currently have no marketing strategy and are not currently looking to build out a team within the company. On the other hand, if you think your marketing team is losing a sense of direction, hiring a marketing agency could be a great solution. Often times agencies can provide unique insights and ideas that the team can run with. This can add a huge rate of return directly to your company and marketing team.

No fear of losing staff mid-way through projects.

Marketing consultants are hired on a contract basis, so there is no fear about losing staff throughout the year. Losing a member of a team during important projects or right before a large event, could take a massive toll on your company’s future financial health and success. Hiring a marketing consultant can take the edge off of that worry due to the contract they sign, agreeing to be committed to your business for a certain amount of time. This also allows your company to be flexible and decide after the contract ends whether you might want to build your own marketing team instead.

No on-board training.

Marketing professionals can immediately give you advice and tend to have experience in many industries. This will save on time and cost that a new marketing hire would have to go through with their on boarding training. The advantage to this cost savings can go directly back into areas of your marketing needs such as website development, promotional content, and other projects your consultant might recommend.

Team of experts costs less than you think.

You would think that a team of marketing professionals would induce costly expenses. Marketing agencies are formed as a team of strong professionals who have 10+ years of experience in various industries. The cost of hiring a marketing agency to place you with one of their advanced consultants will almost always cost less than hiring a whole team. This is especially important if your company is just starting to build upon their marketing developments.

Ability to ‘Shop Around’ to find the right fit. 

Every marketing consultant has a different expertise, this allows your company to research and meet with whomever could be the best fit. When researching various agencies it is important to ask yourself some questions. Does this firm’s functionality match the unmet needs we have? Is the price range flexible and can meet your company’s budget? What efficiencies are you looking for and do you think the team/consultant is the right fit to work with your company? Do you need local knowledge or a consultant that strictly specializes in one field? All of the questions answered can lead you to the best consultant to form your marketing strategy.

Marketing consultants bring a lot of knowledge to companies who need more focus. Sometimes a company might need an external perspective to figure out how to improve their marketing strategy. And in some cases, companies might have too many ideas in which they ultimately spread themselves too thin. A marketing consultant can use their expertise to ultimately determine which ideas to put into action for your company for maximum brand recognition. If you or your company identifies with one or more of these statements above, meeting with a marketing consultant could be the next step.

At Pearl Marketing, companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea. We have a combined 55 yeas of experience in various industries and can effectively penetrate target markets. Primary consultant and CEO, Amanda Schneck has over 13+ years of marketing and social media experience and over 12+ years of being a marketing professor at one of the top business universities in the country. Contact us today to see how we can help your company!

The Importance of Educating, Training and Mentoring your Marketing Personnel.

What makes your company stand out from your competition? Is it your unique product? Maybe it’s the personalized way you tailor your services to your clients’ needs. Which ever the case may be, ultimately your competitive advantage will only stand out against your competition if you work on your brand recognition. A higher return of investment is made possible if your marketing personnel is trained thoroughly in order to effectively market your company to the needs of your consumers.

At Pearl Marketing, we want to teach you the latest in marketing tools for you to adapt into your practice. Our marketing techniques have proven to inspire creative ideas and strategies that will enhance your brand. We offer the following services to get your company up and running.

Consulting: Companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea.

In House Training: We provide team-training sessions designed to develop the marketing know-how of your employees and to inspire creative ideas and strategies to enhance your brand.

Training’s/Seminars: We conduct group training programs and seminars on various topics in marketing.

One-On-One Coaching: We provide one-on-one coaching to marketing DIY-ers.

By using Pearl Marketing as your company’s mentors, it will enable your company to build a first-class marketing team. If this is done strategically, mentoring can provide an abundance of benefits to the employees and the organization overall.

Strength Skill Sets: Mentoring allows employees to address their weaknesses in their workplace. A training program allows marketing personnel to strengthen these weaknesses in a supportive environment which can help to reduce the weak links. Employees will see the improved performance through consistent training which will lead them to an overall satisfaction in their developing knowledge and translate into better work performance.

Create Transparency: Creating a clear organizational flow of marketing tactics is crucial for the success of your team. It is important to get a clear sense of roles in any organization in order to reduce office politics and keep everyone assigned to their task needed for the success of the marketing campaign.

Enhance Collaboration: Any marketer knows that the key to success is to collaborate effectively. Mentors understand the necessary tools to teach teamwork in an organic way which empowers employees to bounce ideas and tasks off of one another.

Increase Engagement: According to a recent study, 70% of respondents report that they are disengaged in their work organization. Effective mentoring is the key to unlocking the interests and goals of many employees as they seek growth with the company. People want to feel engaged and successful in their career, but sometimes along the way there are lulls in this progress which mentoring can help in combatting.

Rise in Ranks: Providing effective training can ultimately help your organization rise in ranks against competitors. Employees have a vested interest in investing in their company, and hope to gain personal career benefits from their time spent there.

Source: https://imeetcentral.com/build-first-class-marketing-team-mentoring

To get started with your training, contact us.

 

Time To Analyze Your Marketing Campaigns

Your brand is getting off to a great start. But how do you know? Are your sales increasing? Are you gaining more traffic on your website?

You can search these answers by analytical reporting.

This might sound frightening to some of you – analyzing data, creating reports, and understanding complex analytical terms.

Not to worry! This blog will break down how to analyze your business, what to look for, and what analytical tools you should use.


What elements to add in an Analytical Report

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Successful brands conduct marketing analysis before they introduce a new good or service to their intended audience. Conducting research typically involves reviewing industry analyst information, getting expert opinions and contacting customers for their feedback.

Here are some elements for you to look into when analyzing your business.

  • Identify the problems your product or service can solve –  Spread out the details and features. Compare and contrast your good or service with competitors. Analyze the strengths and weaknesses.
  • List detailed info about your customers – List the age, gender, location, and interests of your customer. Describe how you plan to market your product to them in the current economic environment.
  • Run focus groups or conduct surveys – This will help you learn what your customers are saying about your brand. Their input can determine which step you need to take to continue to grow your business.
  • Estimate the size of the target market – Determine what customers might be willing to pay for your product or service. List features that differentiate your products or services from your competitor’s products or services. Identify current customer requirements and project future needs.
  • Establish a measurable marketing goal – Set measurable goals, such as increasing sales to new customers by 2% within the next six months. Describe how you will track and monitor your progress.
  • Keyword Data – Keywords can reveal exactly what features or solutions your customers are looking for. By examining keyword frequency data you can infer the relative priorities of competing interests. Keyword frequencies can identify and predict trends in customer behavior.Understand where customers are struggling the most and how support resources should be deployed.
Source – Duggan, T. (n.d.) How to Write a Marketing Analysis Report. Retrieved from http://smallbusiness.chron.com/write-marketing-analysis-report-3452.html

Analytical Lingo

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Analytical terms can be complex. Here are some terms for you to know when analyzing your reports.

  • Sessions – The number of times your website was viewed during the month.
  • Users – How many people viewed your website during that month. This number will always be lower than your sessions as some people might view your website multiple times in one month.
  • Bounce Rate – % in which people came to your website and left.
  • Page Views – This is the number of pages viewed during the month.
  • % of New Sessions – These are the brand new clients who have never clicked on your website before and finding you in a search.
  • Avg time on a page – The amount of time the average person spent on your page.
  • Page views/session – The average number of page views during the time someone was on your website.

Why You Should View Your Analytics

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Analytical reporting might be monotonous and tedious. Nonetheless, knowing how your consumers are coming to your business determines what your next move is in terms of your marketing campaigns. Here are 4 important tips for you to consider.

  • Analyze your Audience/Traffic Data – This is your one-stop-shop for traffic data and the first piece of data that loads upon arrival within Google Analytics. From Organic to Paid this is where you can discover all the important bits of information that tell you how many users come to your site, who they are, what they do, and everything in between.
  • Engagement Stats – Not only do you want to see how many people are visiting your website, but you want to see what they are doing once they get there. Is there a high bounce rate? Are users spending an “x” amount of time on your website? Are they viewing more than one page?
  • Aquisition – Acquisition data can tell you everything– from which landing pages are drawing in users to what content on your site is performing the best. This is the more specific data that helps you improve and optimize your site to provide better user experience.Knowing how many users come to the site is great, but knowing how they got there and what they do after they’re there is even better.
  • Goals and Conversions – The fundamental premise of any business, online or otherwise, is to provide customers with products or services. What is the ultimate purpose of your website? Do you want people to fill out a form? Do you want people to purchase a product? Creating these goals into conversations is a process. You should set up the goals specific to your business and measure them throughout time.
Source – Alsayegh, A. (2015, May 21). 5 Things Business Owners Should look for in Google Analytics. Retrieved from https://www.v9seo.com/blog/2015/05/21/5-things-business-owners-should-look-for-google-analytics/

Analytical Tools For You!

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Now that we have identified elements in your analytical report, we will take a look at some software that you can utilize to measure your marketing campaigns.

  • Google Analytics – This feature is a free web analytical service offered by Google. This tracks traffic on your website, how much revenue you made with your goods and services, where your traffic came from, and more!  Google also offers free courses for you to learn. Click here to start today! 
  • Social Media Analytics – Did you know that Facebook, Twitter, and Instagram have analytical tools? These built-in tools within your brand’s page help you understand how much your marketing campaigns are paying off.
  • Bitly – Bitly is best known as a free link shortener and its features do more than just save space. Once you’ve shortened links—and possibly even added a vanity URL shortener—Bitly gives you the tools to efficiently share those links and analyze their performances.
  • Piwik – Piwik’s free software comes with a caveat: You’re required to download the program and host it on your own server. Piwik offers similar features to other popular analytics programs, including event tracking, visitor maps, and keyword search, but what sets it apart from its competitors is its mobile app and unlimited data storage.
  • Open Web Analytics – Open Web Analytics (OWA) is an open-source software, just like Piwik. Similarly, there is no limit on the amount of data you can store or the number of websites you can measure through the program.

Don’t have the time to analyze your data? Not to worry! We, at Pearl Marketing & Design, have experts to analyze and interpret your data.

Give us a call at 603-732-9070 or email us at info@pearlmarketingdesign.com today!

How Do You Know Your Marketing Efforts Are Paying Off?

You have planned the perfect campaign for your brand. Your newsletter is sent, your Facebook Ads are hitting your targeted audience, your video is posted on YouTube, and SEO Keywords are in Google Adwords. Hooray!

What now?

The next step is to analyze how much of an impact your campaign made. How do you know your marketing efforts paid off? Did I gain more business and customers? Did my conversion rate increase? What kind of numbers determine if I made an impact?

In this blog, we will dive into how to track your success and how to plan a stellar campaign with proven results.


SMART Goals

Setting SMART Goals

Before measuring success, brands must brainstorm ideas and set goals. This process helps a team focus and push them to be better.

To make grounding goals, think of the acronym S.M.A.R.T.

  • Specific – Do set real numbers with real deadlines. Don’t say, “I want more visitors.”
  • Measurable – Do make sure that you can track your goal. Don’t hide behind buzzwords like “brand engagement” or “social influence.”
  • Attainable – Do work toward a goal that is challenging but possible. Don’t try to take over the world in one night.
  • Realistic – Do be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome.
  • Time-Bound -Do be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome.

How To Measure Success!

In these next sections, we will layout tips on whether your marketing campaigns are paying off. When you are pitching your campaign to your audience, you should analyze the Bounce Rate, Organic Traffic Searches, Landing Pages, and Conversions. These four tools will help you determine your success and how to move forward!

Bounce Rate

Bounce Rate

Bounce Rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. This stat can easily be ignored, but it is important to know if your content is reaching the audience and how long they stay on your website or blog.

Many sites have a bounce rate of 45 to 50 percent. Anything under 40 percent is considered a win. Though a high bounce rate may be negative, it can also be a positive. A visitor may receive all the information they need in a single page of your website or blog. Use discretion on whether your content is reaching your audience.

 

Organic Traffic Searches

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Almost everyone who has access to the internet is asking questions or searching for some answers on search engines. These queries could potentially bring people to your content–but are Google and Bing actually throwing any love your way?

You’ll get your answer by looking at the number of people who arrive at your site through organic search. Just as with bounce rate, you must monitor your numbers growing through organic searches. If you do not see steady growth, you may need to re-strategize your website or content to ensure that they’re fully optimized for search engines.

 

Click-Through Landing Pages

Landing Page

Whether visitors on your site arrive through organic search, a Facebook referral, or an email link, you’re ultimately going to want to guide them from the content into a sales-focused environment.

One way to achieve this is to weave contextual links to relevant e-commerce or landing pages right into your content. Customers are more engaged by, and more likely to interact with content that contains helpful information about your brand. You can see just how effectively your blog as a whole or individual articles is driving to e-commerce or other landing pages by setting up a custom segment in your analytics program. If you’re not seeing a lot of clicks from your content into e-com, you may need to reevaluate how you’re integrating brand mentions in your content.

 

Blogging to E-Commerce Conversions

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When a viewer lands on your e-commerce page, are they making purchases?

You can set up your analytics to track the path that readers take once they enter your blog, and learn about their buying habits. You can see exactly how many purchases were influenced by the blog, the average amount purchased per transaction, and how much total revenue that part of the site generated.

Don’t be discouraged if your customer didn’t buy your product during the conversion period. They may return tomorrow, a week, or a month to buy your good or service!


Sources

Kreuser, A. (2016, March 2). 4 Easy Ways To Tell if Your Marketing Is Working. Retrieved from https://www.inc.com/amanda-pressner-kreuser/4-easy-ways-to-tell-if-your-marketing-is-working.html

Visual Storytelling

Have you noticed the growth in video marketing? Are you constantly bombarded with live video feeds on your social media accounts?

With brands constantly using videos to target their audience, visual storytelling is also on the rise. Society’s attention spans are shrinking each year and it is important for your story to capture those who may be interested in your business.

In this blog, we will share some tips on how you can create your perfect visual story, where to publish them, and some great examples for you!


Why You Should Use Visual Storytelling With Your Brand 

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When you first visit your Facebook account, what do you see? A lot of images and videos!

Within these graphics comes with a story. More and more consumers are now searching for something that can resonate within their lives. People now these days want to feel included with their interests and share their stories with others who also may be interested. This creates networking opportunities and grows your fan base to the next level!


The Trends of Storytelling You Should Know

Infographic Storyteling


How Do I Create Great Stories?

Stories can be powerful. With the growth of social media, society is seeking trust and authenticity within organizations.

But how can you connect with your targeted audience? Read this infographic

Infographic Stories


I Have A Story! Now What?

Now that you’ve sculptured your story, you need to pitch it to your intended audience.

Before you pitch your story, you must strategize the artwork behind it. Ask yourself: “What kind of image will represent my story? Do I want to shoot a video?” 

They say a picture is worth a thousand words. Photos are sort of the “proof” that you’ve done something or seen something. People share millions of photos every day. When those are shared, your story will receive more recognition.

When choosing or taking a PHOTOGRAPH, review these tips.

  • Is this photo authentic?
  • If I was looking at this photo, would I relate to this story?
  • Did I get permission using this photo?
  • Will this photo be shared and capture the attention of the busy individual?
You also might want to create a VIDEO for your story. Here are some things to consider.

  • Create a script for your video. Write down what you want to say and practice in front of a mirror.
  • Choose the location of your video. Remember – does your location relate to the story you are telling?
  • Dress appropriately for the role
  • Keep your video under 3 minutes. Since society has short attention spans, try to keep your video as short as possible.

Types of Platforms to Share Your Story

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Blogging

Blogging continues to be one of the greatest platforms to pitch stories to audiences who may be interested in your business. Though blogs mostly contain words, try to narrate an image to your audience. They then can imagine your story and where you are going. Create your blogs by using WordPressBloggerSquarespaceTumblr, and more! The more photos/videos you post, the more recognition your story will be picked up. 

Social Media Channels 

Within regards to visual storytelling, Instagram continues to climb to the top. A photo or video can capture the attention of your intended audience. Facebook, Twitter, and YouTube are also great tools to create and display your visual story.

Live Video Feed

One of the great things in today’s tech savvy world is using Live Video feed at your finger tips! Facebook, YouTube, and Instagram now lets you broadcast to a wide range of users.

The Internet of Things!

We are living in a tech-savvy decade, where smartphones are now a part of society, talking to “Alexa” in finding a solution, drones capturing photos from an aerial view,  and much more!

Currently, marketers are able to receive a demographic and a psychographic based on cell-towers, global satellites, and empirical data. Now, innovators are working to collect marketing behavior by the things you touch, including FitBits, Google Glasses, even your stove, and refrigerators!

This newsletter will dive into how marketers will be able to measure demographics and marketing behavior through new tools and how “The Internet of Things” is the next revolution in the relationship between brands and consumers.

 


 

What is “The Internet of Things?”

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The Internet of Things is is the inter-networking of physical devices, vehicles (also referred to as “connected devices” and “smart devices”), buildings, and other items embedded with electronics, software, sensors, actuators, and network connectivity which enable these objects to collect and exchange data.
For example, innovators have created new ways to make grocery shopping easier for consumers. Electronic grocery lists are installed in newer refrigerators. When you enter an item on your list, it then transfers to the internet and analyzes what specific brand you are buying, how long you should keep your food/drink items, and where to find the best-priced brand of your choice.
More and more companies are hopping onto the Internet of Things, where market research can be utilized at a consumers finger tips.

Marketing & The Internet of Things!
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Marketing professionals are able to study relationships between a brand and a consumer. Currently, we can study these behaviors by studying keywords customers are using through search engines, what web pages they are visiting, and which emails they are clicking.

Each year, technology develops further into how buyers personalize with a brand. Consumers will want to personalize their experience where interactions and easy and meaningful to them.

There are an estimated 1.9 billion connected devices today and will grow to 9 billion by next year. Experts believe that there will be more connected devices than users by 2020.

With the Internet of Things growing, companies will be able to collect consumer data and determine the appropriate communication channels that are most effective with each customer.

 


 

How Businesses Utilize the IoT’s

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Some businesses today are starting the revolution of the Internet of Things. Amazon is taking flight with “Alexa” and Google “Home” is jumping onboard as well.

How does the IoT utilize and impact a business?

Here’s how –

  • Data – Businesses will have access to more data than before. Consumers can now interact in new ways with the IoT’s. Smart devices will track and record patterns of consumer behavior. Organizations can learn more from buyers, making intelligent product recommendations and customizing searches in new, innovative ways.
  • Inventory Tracking and Management – If you are a business that relies on warehousing, manufacturing, or storage, you probably use remote scanners to keep track of your inventory. In the future of the IoT’s, smart devices should be able to keep tabs on inventory changes completely automatically.
  • Speed & Accessibility – Since consumers will access new forms of research and purchasing, the buying cycle will diminish in length. Buyers will be able to find and order exactly the product they are looking for and the demand for delivery will be faster.
  • Efficiency and Productivity – Businesses will get more done in less time. The latest and greatest IoT developments will likely allow managers and workers to accomplish large-scale tasks faster and with greater precision, including data analysis and management.
  • New Consumer Needs – Buyers want things they didn’t know they wanted before, and they’ll expect more out of every new purchase they make. Consumers will also demand more integration, more efficient tools, and accessories that make their new smart home-enabled lives smoother and more efficient.
  • New Staffing Needs – You’ll need experts in IoT technology if you’re going to be successful in integrating these devices into your current procedures, and data analysts if you want to make the best use of the data. These are highly skilled positions but will serve to ensure you get the most out of your new investments.

 

Source – DeMers, J. (2017, January 11). 7 Ways The Internet Of Things Will Change Businesses In 2017. Retrieved from https://www.forbes.com/sites/jaysondemers/2017/01/11/7-ways-the-internet-of-things-will-change-businesses-in-2017/2/#391ee37f1ab0

 

Wearable Devices and Smart Appliances

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The Internet of Things is quickly adapting to today’s modern technology.

Let’s look at the learning thermostat, Nest. By connecting a thermostat with any laptop, tablet or phone, the Nest learning thermostat can help program straight from the WiFi-enabled device. And to protect information on the cloud, Nest uses a 128-key encryption system, blending security with customer experience.

Another IoT example would be the Fitbit. These wearable devices track your physical activities, including steps walked, sleep quality, stairs climbed, and more.

With these type of devices, marketing professionals can analyze how consumers behave. When a buyer is acting upon the device, it is integrated into data and then processed for analysis.

The IoT’s era is just beginning to expand. Stoves, Televisions, Kindles, and Car’s will soon be collecting consumer data by how they interact with a certain product through the internet.


 

Visit Pearl Marketing & Design for all your marketing needs! 

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