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JXT Group Awarded Google Premier Partner Badge and Specialization

JXT Group is excited to announce that we have been awarded the honor of a Google Premier Partner Badge and Specialization, something which we couldn’t be more thrilled about.

Since forming JXT Group in 2009, it has always been the vision of Founder Menachem Ani to partner with Google and continue to expand and grow the company as he explores all the avenues involved in working so closely with an impressive company such as them.

Google AdWords Premier Partner

JXT Group offers search engine marketing and optimization and has a vast knowledge of Google AdWords and Analytics, which over the years the company has continued to expand and refine.

The fact that Google has taken notice and awarded JXT Group a Premier Partnership Badge is a testament to how hard the company has worked and how far we have come the past few years.

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A Brief History

Menachem and JXT Group team have been managing and monitoring Google AdWords campaigns since October of 2000, when AdWords was first introduced. Over the years they have familiarized themselves with Campaign Reviews, Audits, Advanced Research, and Strategic Management.

Originally AdWords launched with just 350 advertisers back in 2000, which is incredible considering today they have millions of companies all competing for advertising space and utilizing their services, whether display ads, Google Shopping Ads, or traditional text ads.

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Throughout the years, JXT Group has seen many changes within the AdWords platform and has had to learned to adapt and transform with Google in order to be able to best serve their clients and stay informed on all the latest industry changes and trends.

Innovation and Adaptability: A Hallmark for Success

“Google has always been a company that has pushed innovation and their AdWords platform is continuing to change the way SEM is implemented,” states Menachem Ani, Founder and CEO of JXT Group.

He continued  “As they grow and change, we continue to educate ourselves on these changes and I think that is one of the major factors as to why we were able to obtain our Google Partnership Badge so quickly. We put in the work and it has definitely paid off. For example, when Google decided to drop the right side panel ads, JXT Group was right there to absorb that change and continue to make AdWords work for our clients.”

Whats Next? 

As Google continues to innovate and improve its AdWords and Analytics platforms JXT Group’s plan is to be right there with them, learning and adapting so we can better serve clients and continue to sustain our status as a Premier Partner.

For more information on how JXT Group can help you with your Google AdWords campaigns email us at [email protected]

Building Your Twitter Audience: The Fundamentals

Twitter has many functions and can be a successful business tool when used correctly. Many times when you hear someone talk about Twitter, it’s in reference to some silly celebrity feud or ridiculous commentary on a social situation, but Twitter can be a very effective business marketing and communication tool.

Did you know that 69% of users are more likely to buy from a business that they follow on Twitter? That’s a lot of people you could be engaging with and converting into paying customers!

Like most social media, proper advertising on Twitter requires a well-planned strategy. The good news is Twitter has made it easy for you to succeed by providing key stats and information with their Twitter for Business section.

Much like Facebook, Twitter ads are continuing to evolve and it only makes sense for these companies to include knowledge bases and learning tools.

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Audience Targeting

The first step to building a better audience on Twitter can be achieved through Follower Campaigns. It’s important to attract followers who care about what you are offering as a company. This enables the platform to be used as a marketing tool.

A followers campaign allows you to target very specific groups of people based on their interests, keywords in their profile, your competitors, and complementary brands. On their own, these people are just individuals who may relate to your business but together, they form a larger demographic network that create a sales funnel.

With a followers campaign, you can monitor exactly how many times your ads are seen, how many times your links were clicked, and how much you have paid for these relevant user actions.

When you’re defining your target, make sure to consider the following:

– Your social media audience

– Successful business demographics

– Current brand and company supporters

Twitter is great for providing information to people that are already customers, as it helps keep them engaged. You can answer questions, offer customer support, and implement fun contests and giveaways.

Amplifiers and Influencers

An influencer is a person or organization on social media that has a large number of followers and the ability to influence that follower base. We now live in a world very influenced by the movers and shakers of social media.

For instance, many people choose popular bloggers and Instagrammers to help promote their product, as they’re able to spread the message to multiple people at one time.

On Twitter, these people are called amplifiers, or Twitter Power Users and they are more likely to retweet your content, and 86% more likely to send tweets.

It’s these individuals who will help amplify your campaign and your messages, especially to those users who may be outside your current  network. Don’t be afraid to reach out to these people for help, after all, Twitter is all about being social!

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Keywords

A keyword is a term that can be searched on Twitter and is generally associated with the user’s interests. Let’s say you’re a video production firm, keywords that may be relevant to you that would help a user find your account may be “video production,” “filmmaking,” or “explainer video.”

Think about the keywords that are embedded in your SEO for your website, these would be your social media keywords as well. They can help drive traffic towards your website and boost your organic SEO.

It’s important to keep them consistent so that you maintain your following, so pick the most relevant five to ten keywords and include them in your Followers Campaign.

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Pay attention to the context of the keyword. If your business sells bespoke mens suits, and the user’s tweet says “I hate wearing a suit every day,” they aren’t someone you want to promote to.

The keyword was in their tweet but it wasn’t the correct context. A keyword is just one way to master the entire targeted campaign. The more you do to improve your campaign, the more focused your targeting is.

Start A Conversation

Social media is a two-way street. It’s important to engage with your audience, however, until you build up your follower base, you should try creating a very specific engagement strategy. Engage with accounts that are going to re-broadcast your conversation in front of relevant eyes.

Choose influencers or industry leaders to converse with, and make sure the tweet contains relevant and relatable content. Ask a question that may be on the audience’s mind, or make a statement that will catch their eye and encourage them to answer you.

One way to do this is through a tweet engagement campaign, which allows your tweet to appear in front of a wide audience that is composed of your targeted demographic. It will show up as promoted but users can retweet and respond, therefore starting a conversation for you.

Make sure to have a quick reply time if someone does respond, as this shows them there really is another person on the other side.

Once you’ve gone back and forth a couple times, draw them out of Twitter by providing contact information through a private message. Encourage them to visit your website or send you an email to keep the conversation going and create a new customer.

Be Strategic

Social media can be a great sales tool but only when it’s used correctly. Make sure to plan everything out before you post or start campaigns. Take time to consider who your audience is, what their interests are, and what would attract them to your business. Building a successful following on Twitter takes a little bit of time, so be patient and do your research.

For more information on how to enhance your Twitter presence message

JXT Group at [email protected].

The Evolution of Facebook Advertising

Facebook’s Impact

The innovation driven by Facebook in the social media advertising world is unparalleled. Facebook advertising, as we know it, began in 2008 when Facebook introduced the ability for commercial entities to create a “page.”

The page function was introduced around the same time the mobile version of the platform was introduced. And so began Facebook’s domination in the social advertising game.

The platform evolved from just advertising a page to advertising a video, app and more much. The ability to advertise supplementary media is what set Facebook apart.

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Enter Instagram

If you didn’t know it, Instagram is now a part of Facebook. Sold for a whopping 1 billion in 2012, Facebook suddenly had a new tool on its hands. The real kicker came last year in 2015 when Facebook introduced Instagram Ads.

These ads now allow over 300 million daily users of Instagram to view ads as they scroll through photos. For a small business, this means instant access to a large, varied customer base of diverse interests. And since Instagram is natively visual, the advertising is potentially even more effective.

 

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Instagram offers the ability to introduce native ads from within the platform of the app. This embeds your advertisement seamlessly into a user’s scroll feed. This means your advertisement is less disruptive for users, making them more likely to inquire more about your product.

The process of implementing the ad strategy is the same. You can still utilize keywords and include hashtags to reach your audience. With these ads, you have access to the massive Instagram audience. Plus, Instagram is pretty fun!

The Power of Custom Audiences

One of the major tools Facebook has improved and innovated upon has been the use of custom audiences. With the new Facebook pixel, Facebook collects information from users who enter your site but don’t complete a purchase and creates custom audiences based on this data. Facebook has evolved its platform to enable specific targeting at this level.

So what can do you do with these custom audiences?

 Target based on user location

 Enable retargeting campaigns using emails entered into your site

 Create ad campaigns using email lists

 Save audience information to use custom audiences for different types of ad

Dynamic Ads and Beyond

Facebook has since introduced dynamic ads which change depending on what your customers view on your site. When users visit your business’ site, due to the pixel, Facebook will record what your users browse and use the information to serve ads relating to those specific products next time they browse Facebook.

Dynamic ads have proved wildly successful for both businesses and Facebook. Business owners have reported astounding results due to the specificity of dynamic ads and the fact that they can change from person to person.

No longer do businesses have to go into the ad tools again and again to change each ad. With dynamic ads, you can set certain parameters serving your business’ target audience and each ad will be custom tailored to fit that audience.

Facebook Live

“The average user of its service watches a live video three times longer than any other type of video.”

This statement, taken from MarketingLand, is the proof of things to come in Facebook’s relatively recent innovation into live video making. In fact, it’s Facebook who is shelling out the big bucks in order to reach large publishers and big names to help promote live video.

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Mark Zuckerberg views this feature as the future of the platform. In the coming years, the content on your timeline will be more video than today.

This means that as a small business, you have the opportunity to jump on the bandwagon while this feature is getting hyped. Chances are that live video will begin to be used by more small businesses once large publishers start promoting its features more and more.

So look in your marketing arsenal and begin thinking of how you can implement live video in your timeline.

Organic Canvas Ads

As of June 22nd, your business page will be able to utilize Canvas Ads like organic page posts. Canvas Ads have the ability to display multiple images, online videos, or photo carousels in one ad once the user clicks on the post.

The key difference is that the load times for these ads, which will be mobile only, can be up to 10x faster than in-app ads. If you have multiple media which you can use for an idea, using the new organic post Canvas ads are a great option to get interactive with your users.

Engage your users even faster with the load times and develop a running dialogue with Canvas posts which leave your users enticed to stay afterward.

The Creative Hub

An upcoming platform, called Creative Hub, will provide businesses with the ability to work and test on ads in real time while also being able to communicate internally within the hub. This eliminates the need for other tools like Slack to communicate.

The goal of this tool is to provide a way for users to create mock-ups, or showcase various ads that they’d like like to run. As a business, you can create multiple ads and see how each one will interact with your consumer base. Want to test it out or send it to others to review? Imagine everything in front of you, laid out at your fingertips – literally!

What’s Next?

Facebook will continue to integrate messaging, advertising and mobile together seamlessly into its platform. According to AdWeek, Facebook will be seeking to provide more collaborative tools for marketers.

In the following years, Facebook will be seeking to create the ultimate suite for its users. This suite will be geared towards mobile and video, as we are almost certain that the majority of Facebook content will be video in the next couple of years.

Start getting your video and Canvas Ads together and get ready for the future of Facebook.

Email Marketing – Crafting Stronger Campaigns

In order to create stronger email campaigns, it’s important to understand how email has evolved into the powerful marketing tool it is today. Remember when email campaigns were the newest, freshest thing in the world of marketing?

Neither do we! That’s because email has been around for what seems like forever and has become the number one way to market to customers and communicate directly with your audience.

Email Marketing Today

Today, a tremendous amount of marketing is done via email, so the measure of success is more about which companies can connect with their audience, inspire users to open emails, and create conversions than it is about having the technology to send mass email campaigns. It’s also important to have the strategy to actually accomplish specific goals through email, like improving open and click-through rate percentages and increasing website conversions.

This can be accomplished by developing new and exciting content that you can serve to your audience, involving them in your company’s experience through storytelling and fun company narrative, and sending series emails that capture their attention for longer periods of time.

To help you better understand your audience and what really interests them, try implementing links to forms on your website somewhere within the emails. The information collected can be used to gauge what type of customer segments your audiences fall into.

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Create a CTA

What’s the call-to- action you are trying to accomplish? Make it known, and be obvious about it. Calls-to- action are what email marketing is all about and can help direct users over to your site and increase traffic to your landing pages.

There is so much technological clutter these days; it’s important to make your message loud and clear. The proof is the proof! Check out these fascinating statistics on email marketing to help you better understand the right ways to approach your audience.

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Open Rates

Be a person, not just a company. People hate spam, and people really hate feeling like they’re just some sardine in your can of sales targets. Sending your email campaigns from a real person, rather than a basic company email address can directly improve open rates. This is because it provides a more personal experience for your audience and deep down people want to feel connected to the brands they support.

Create clear and engaging subject lines — after all, this is your first impression and you want to make this point of contact really count. This encourages at least an open from the reader, and if you’ve got the info to back yourself up, maybe even a full read (as long as they don’t have to read a novel worth of text.)

Higher open rates can help influence higher click-through rates. If you’re getting a high bounce rate and low click-throughs, it probably means your list is old and out of date. Do a clean sweep and remove older emails that no longer open your emails, this way you’re only focusing on receptive email users.

Click-Through Rates

A click-through rate (CTR) is important because it’s an indicator of who took the time to actually go through and engage with your email. Your open rate may be high but it doesn’t necessarily mean someone is retaining or acknowledging any of the information in the email.

On average, a good click-through rate is 10-20% of your open rate, and a good open rate tends to be between 20% and 40%, but it depends on your list size and how many email campaigns you send a month.

Here’s the good news: you do have some control over your CTR. Segmenting your emails or serving the right content to the right people, can improve the probability that the viewer is going to actually read what you send them. Study your unique audience and adjust your campaigns accordingly.

For example, let’s say you purchase some men’s apparel from Target online. The next emails you get from them will feature similar men’s clothing items as they’ve determined those are the items of interest to you. A little Big Brother? Yes, but also fascinating and very effective.

Mobile Email

A Pew Study in 2015 showed that 64% of all American adults owned a smartphone, and Litmus found that 54% of all email is first opened on a mobile device. This means tailoring not just information, but formatting too, for a mobile device.

• Make sure that the text fits into a mobile-sized frame and is clear and readable, that photos aren’t cut off and that any links in the email point to a landing page that is optimized for mobile as well.

• Include social media buttons so the reader can easily share the information they’ve just read.

• Keep photos and attachments under 25 MB. Slow download speeds discourage the viewer from actually paying attention to your content.

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Video Communication

The real true game changer for email marketing in 2016 is video. According to HubSpot, video in an email leads to a 200-300% increase in click-through rates. Company executives are 59% more likely to watch your video than read your text, and 50% of executives are likely to look for more information after viewing a video. The statistics speak for themselves, and they’re saying that if you aren’t including videos in your email campaigns, you’re losing out on the numbers.

Keep in mind that two-thirds of email users cannot view a video in their email provider, but don’t be discouraged. This can be a fantastic opportunity to drive traffic to your website. House the video on your landing page, and simply hyperlink the email content to that landing page. Not only have you improved your CTR but you’re also encouraging the viewer to browse the rest of your website.

Be Creative

Today’s email marketing landscape is all about being creative, understanding who your audience is, and catering to their interests and needs. It can help you achieve goals with your email marketing that goes way beyond just putting a bunch of text and photos in front of an audience.

Design a strategy that speaks to your consumers about who you are as a company and as a brand. Pay attention to these tips and implement them in a way that makes the most sense for your marketing plan. Your readers are there, so it’s up to you to keep them engaged.

Google AdWords Expanded Text Ads: Everything You Need To Know

Google has unveiled a variety of changes in 2016, from core SEO implementations to algorithm updates, but the biggest update of the year so far may be the new Google Expanded Text Ads.

The new Expanded Text Ads will allow digital marketers and teams working with Google AdWords to have twice as much copy text within their ads. This will allow for ads to have longer headlines and more descriptive ad text, which optimizes the ads and pushes Google’s “mobile first” agenda even further, and we must say, we love it! More text could mean more powerful and effective ads.

Google AdWords Expanded Text Ads

The Times Are Changing

Google has said that this latest update is one of the biggest changes in the last 15 years, possibly even bigger than when they decided to kill off the right side SERP text ads.

As Google continues to transform its platform and provide a seamless experience on mobile and desktop, more and more changes will be implemented. As long as it provides more optimization and greater value for our marketing dollars, we’re all in!

Bigger is Better

Google’s current character limit, the ol’ 25-35-35, is now expanding and giving way to a new 140 character limit, which is the same limit that Twitter currently allows for. We have to wonder if Google’s previous update of indexing Twitter posts has anything to do with the new format.

The new limit will allow for more keyword insertion, more ad context, and longer messages that can start pulling on the interests and heartstrings of users placing searches. Headlines are also expanding and introducing two 30-character limit separate headlines that will be available upon launch.

Google AdWords Expanded Text Ads

Optimize and Improve

This latest update means that marketers can now utilize more copy to really create profound messages and get the most bang for their buck, however, it is still important to have some standard SEO and AdWords practices in place that can really make AdWords efforts more effective. This includes:

  • Optimized Organic SEO: Having healthy organic SEO will directly impact the cost and success of Google AdWords campaigns and increase ad rank.
  • AdWords Enhancements: Make sure to include ad enhancements like callouts, locations, phone numbers, and site links to improve your ad score.
  • Create Targeted Ad Groups: Instead of focusing on users placing broad searches, focus your efforts on targeted groups and utilize multiple ad sets to reach them.

Adapt, Create, Repeat

As Google continues to expand and transform its AdWords platform, it is a good idea to really keep on top of the latest trends, changes, and updates. Google’s changes almost always result in improved experiences for users and advertisers and JXT Group will continue to provide our customers with the latest information and advice that will them maximize their efforts.

As marketing grows and expands, we feel it is our duty to provide our customers with solid information and knowledge about the future of digital marketing!

 

 

 

Recap of Google Ads & Analytics Innovations Keynote

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You’ll find a full breakdown of the major highlights from the keynote below. If you would like to re-watch the Google Ads & Analytics Innovations Keynote, click here.

Both Google Ads and Analytics have been entirely stripped down and rebuilt to focus on a world of mobile devices. This is in response to the fact that as of last year, more searches were completed through mobile devices than desktop computers, especially on tablets and smartphones.

The Announcements

First of all, Google has made two important changes to ads in the search results. Based on their research, longer titles are more useful to users, so they have increased the available title length. Also, in order to better describe the services of advertised companies, the description length has been increased to a full 80 characters. This amounts to about 50% greater text length in the search results.

Display ads are vital, and Google has solved the issue of displaying ads across the wide range of devices out there today. Now, instead of the old way of creating each ad, Google requires only a headline, description, image, and URL. They use this information to automatically create great looking ads on any device.

In the next few months, individual bid adjustments will be available for mobile, desktop, and even tablets. This is a drastic improvement over bidding for ads that will appear on multiple devices as the bidder may not want to market to subgroups of users using certain devices.

New Features

google maps new logo Google SearchGoogle Maps has been added to the Google Ad repertoire. They have been adding branded location pins, and the Maps page will bring up all local locations based on your search. There are ads in the sidebar for businesses relevant to searches. When each pin is clicked, a branded business page with directions, promotions, and phone numbers comes up. They are also adding in the ability to show results for branded pins along people’s routes when they search for directions.

AdWords had a store visit metric added, and in the past two years, it has measured over one billion store visits across the globe. This ability allows stores to measure how many of their in-store customers were driven there by online searches. In fact, that traffic is higher than a number of online purchases due to searches. Google is working on expanding and improving this technology and effect over the next years.

This, along with the keyword analytics provided by Google, is providing companies the ability to research what works in bringing customers to their online stores. Through this research, many companies have started driving more customers to their locations first, which often results in offline purchases. Due to the shift to mobile, the new features that Google has added is providing businesses the ability to get a higher return on investment by getting the right ads and results to the right customers at the right time.

DoubleClick Bid Network and Google Display Network are tools which allow advertisers the best ways to target their ads and get them to the right customers. Through evaluating tons of signals, Google is able to provide the best bidding options for ads and the ability to cross-exchange inventory. This automatically allows companies higher reach with the precision and high conversion rates of search to purchase that Google is excellent at providing, and it all costs the same as before.

Go Deeper with New Tools

Remarketing list for search ads (RLSA) is a way to focus the efforts of advertising campaigns that focuses on customers who have previously visited companies’ sites.

Google now offers Similar Audiences for Search. This works with RLSA to focus on new audiences with similar searches, providing much higher returns on investment for companies.

On the homepage of AdWords, it is now easy to read overviews of current campaigns, which allows companies to see what’s performing well and what needs attention. The ability to see what keywords and ads that are performing well, what devices they are on, and where in the world they are.

Analytics has become a suite of six tools that will integrate better with Ads. Analytics has been programmed to be intelligent enough to automatically optimize Ads, and the tools therein are easier to access and share.

Analytics will have deep integration with AdWords, which increases testing agility and reduces the setup times for a new site experiment. Some companies have reduced setup and deployment times from days to minutes utilizing this tool along with Analytics Smart Goals. Google calls this tool Optimize 360. The have advanced to where it is now open for the paid beta period.

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Data Studio 360 allows companies to better collaborate both externally and internally. It allows data access, report writing, and share this information in one tool. This drastically reduces the time needed to access data, write descriptive and dynamic reports complete with data in a few clicks, and share it with colleagues, supervisors, or clients in minutes. It is even possible to virtually work with others to write these reports. Emailing this information for rewrites, editing, and review is now obsolete. It is also in paid beta and has a free beta in the U.S., to be launched globally throughout the year.

Google is also testing a tool which will allow the ability to ask a question through typing or simply talking. This tool will parse the question and analyze the data to return unique analysis of the data, without having to manually look through it and check to find the answers. So, if you needed to know a specific amount of results from certain search parameter in a certain time frame, all you have to do is ask and the tool will tell you. This is not a tool yet released, but will be soon.

What This All Means

Google Ads and Analytics have both undergone a revolution that will greatly improve targeted ads and the ability to read, understand, and share data analytics. All of this improvement translates to an increased return on investment, significantly decreased time investment, and continued low costs.

Read more about the new Google Assistant, Home, Android N, Instant Apps, Allo, Duo and Daydream.

The Future of Marketing – Where Do We Go From Here?

With the speed that technology advances each year, keeping up with

marketing apps, platforms, and best practices is becoming a job all unto

itself. Technology advances on an exponential level, and marketing tactics

and businesses must follow suit in order to stay relevant.

 

The Future is Mobile

By now, knowing that 4 out of 5 people in the U.S. have smartphones should

be common knowledge. So what does that mean for your business? It

means that all of your content should be automatically geared towards

mobile and providing a fast user experience. No matter what your business,

chances are that people will come into contact with it first through their

phone.

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This will only increase as time goes on. The challenge is to stay ahead of the

curve and become an early adopter for trends that are emerging. We’ll

explore the main trends to be aware of so that your business will remain

optimized for growth.

 

Live Video

With the advent of Periscope and Meerkat bursting onto the field, the scene

is hot for live video streaming, especially since Facebook has also joined the

mix.

 

As the technology improves, Facebook will begin rolling out updates to its

software. The implications of this for your business can be extraordinary.

With the use of live video on Facebook, you’ll be able to live stream events

and invite consumers to become a part of your experience.

 

From a marketing front, this means live interaction and dialogue from your

consumer base with an audience that knows how to use this technology.

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You’ll be able to host contests and promote sales or discounts live, allowing

users to interact directly. From a social standpoint, users will soon be able to

invite friends to stream as well, creating a live network. Your business will

have the opportunity to pioneer and develop a network of its own.

 

Let’s put all of this into an example. Say you’re a local guitar manufacturer

and you’re looking to use live video to promote your brand. You might

challenge consumers to live stream one of their favorite songs for a chance

to win an instrument.

 

Going even further, you could have a weekly artist showcase by having a live

jam session on social media to promote local talent. The potential is limitless

because you’re engaging with your consumer base in new ways with direct

dialogue.

 

Location Based Advertising

The whole concept of location and space is being altered thanks to location-

based technology. This means that the delivery and distribution of ads will

change with it. Early adopter ad companies and start-ups are experimenting

with ad delivery based on where consumers are in a specific moment.

 

This means that if you’re a restaurant specializing in Mediterranean cuisine,

you’ll be able to advertise your souvlaki special to people who are driving or

traveling within a 10-mile radius of you; this technology is dynamic.

If you own an auto shop, you’ll be able to advertise your oil change special

to people driving within a specific radius, directly targeting those who might,

in fact, need an oil change that very minute.

 

Augmented Shopping

It’s an astounding fact that over half of all customers prefer to look up

product information on their phones in-store before talking to an employee.

As virtual and augmented reality technologies continue to gain hold, so too

will the marketing implications of this technology.

 

Imagine consumers being able to shop in their favorite store without actually

having to go to the store, or even picking out groceries from home. With VR,

you’ll be able to provide your customers with a total new experience.

You’ll be able to give them sneak previews of certain items, tease certain

events, or even give customers the experience of using one of your products

before they even buy it.

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The best non-profit organizations market their cause based on sharing the

impact of their work and the members who make it possible. Charity Water

is an excellent example of marketing done right for a non-profit; they show

the direct impact of people’s work through hard numbers and visuals.

With the implementation of augmented reality, organizations such as Charity

Water can bring donors and members one step closer by actually showing

them the environment they’re making an impact in.

 

Instead of a photo showing a location in which Charity Water has made an

impact, this technology can allow a user to meet people in the indigenous

areas that the charity works in.

 

This means you’ll have an opportunity to bring your business directly to

consumers, without having them to come to you.

Promote your brand, connect with your consumers, and become successful.

 

A New Experience

The future of marketing is in providing consumers with first person

experiences. The line between traditional advertising and the medium will

fade, and advertising will become full, immersive dialogues between the

brand and the consumer.

 

Keeping aware of the trends listed here will give you great

insight into which technologies to pay attention to in the coming months and

years.

Marketing to Millennials: Reaching America’s Largest Generation

With millennials being the largest generation in America, it’s imperative for business owners to reach this audience, an audience that is over 75 million strong. These are staggering numbers and indeed, millennials have crushed the Baby Boomers as the largest generational demographic in the U.S.

With that in mind, let’s break down what marketing techniques your business can deploy to really reach the heart of this tech-addicted, brand obsessed generation.

Millennials Are Mobile

Your customers live in a world of right here, right now convenience. Everything is presented to them so that they can have it right there, in that very moment. Millennials are the first generation to grow up in this technological zeitgeist. As a business, your outreach should deliver on their expectations.

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In fact, a large portion of millennials access the Internet almost solely through their smartphones. Implementing Google’s idea of the micro-moment, it’s important to reach your audience at the first step of their buyer journey. Businesses that can successfully convert searches into sales know that they have to reach millennials in that initial moment when their search begins.

The millennial generation is used to getting information as soon as a thought crosses their mind, so it’s all about engaging them first when they have an impulse to search.

What’s Your Story?

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Being the first generation to grow up with the Internet and the concept of mobile advertising, millennials have an uncanny ability to know what’s a sales pitch and what’s not.

Studies show that this generation is much more likely to follow a brand if they find it’s authentic to how they live and relate to the world. Brands like Coca-Cola have taken this to heart by connecting their messages with deeper meaning.

Coca-Cola’s “Share a Coke” campaign saw the company’s soft-drink sales go up 2% in the U.S. after launching. The campaign focused not on the product, but on the authentic message of sharing your name, and yourself, with somebody else. The message was holistic and simple: simply be yourself and connect with others.

By creating a story and an authentic message with your branding, millennial consumers will respond authentically in return and take a keen interest in what you have to offer.

Get Interactive

In 2015, Dove launched its “Choose Beautiful” campaign, which invited women to walk into a building through a choice of entrances titled “Beautiful” or “Average.”

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This campaign, though polarizing, was wildly successful. The focus was on the experience and message, not the product. More so, this campaign placed women directly as the subject of the message. Executed beautifully, the choices these women made were documented and shared.

These women were not simply marketed to, they became part of the experience. As the millennial generation becomes the dominant buying force in your market, your challenge as a business owner will be creating an interactive experience which transcends traditional advertising.

Like the Dove campaign, creating a memorable experience in which the consumers are part of the message means that people are much more likely to interact with your brand.

Millennials Self-Market

Forget enormous ad spend budgets, if you’re savvy enough, millennials will perform some of your marketing for you. There are incredible resources for user-generated content available to anyone who owns a smartphone.

Studies show that 84% of millennials report that user-generated content influences what they will buy. This means that it’s not the businesses who millennials trust, rather it’s other consumers.

This fact completely changes the way in which you reach your customers. If you’re a company which specializes in high-performance ski equipment, you’re much better off using a user-generated video of a ski run in your equipment rather than a commercial or ad describing the attributes of your wares.

Millennials are much more likely to engage with your product if they see that it’s out there in the real world being used by real people. An excellent example of this is GoPro, a company that is constantly marketing with user-generated content.

Diving Deeper into the Future

With the focus on creating experiences rather than traditional marketing practices, platforms, and evolving marketing products are refining this concept. The future of marketing will be the combination of micro-moments, messaging, and social platforms.

More and more, we will see brands beginning to communicate with consumers via messaging platforms in a way which allows a direct connection.

Warby Parker’s marketing strategy is an excellent example of bringing customer communication to a whole new level with their activity on Snapchat. They provide a unique customer experience by sharing exclusive company moments and allowing customers to experience the brand on a personal level.

In-Platform Purchasing

Instagram is experimenting with functions that allow users to buy items right from the platform. We can only imagine that other brands and companies will follow suit.

This means that there will be a synthesis in branding, messaging and E-commerce, in which consumers will be able to buy a product and communicate with the brand right in the same app.

Various companies have begun to utilize this as primary means of doing business. One such brand is Beloved Shirts, whose presence on Instagram is an example of a new type of digital customer communication.

By keeping a strong social media presence and communicating with customers right from the app, Beloved Shirts champions the concept of the micro-moment and is always at customers’ fingertips.

A Touch Away

Millennials are accustomed to being a touch or swipe away from their next destination. Keeping that in mind, it’s up to you to figure out how to be there when they look.

Creating Tailored Video Content for Your Marketing Campaigns

In 2016, it’s easier than ever to create video content and place it on a multitude of devices and streaming services that will reach your audience. If you haven’t been utilizing video for your business or marketing needs, now is the time to start.

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Video Marketing Is Growing

  • Most devices, ranging from smartphones, tablets, phablets and beyond, are optimized to deliver high-quality video content to your customers in an instant.
  • Video is now highly accessible on mobile devices. It’s incredibly simple to advertise video content across various mobile platforms to reach your audience.
  • Video content engages an audience quicker than almost every other form of media and is more likely to be shared socially. In fact, video is so effective on a landing page that it is likely to increase conversions by 80%.
  • Video is an effective way to explain a product or service on your website or through social media.

Now that you have some reasons that reinforce why you should be creating video content, below are some tips to help guide you in the right direction.

Know Your Audience

Before you get started with creating video content, you have to know who you’re making the content for. A window installation company isn’t going to have the same audience as a comic book store, so the same type of video content won’t resonate with each other’s audiences. Really understanding this simple, yet key concept will make sure your videos are unique and drive healthy engagement rates.

There are a couple of ways of finding out more about your audience:

  • Apply market research. Look at what your competitors are doing and how they’re reaching their audience with video. Determine how they approached their demographic, what problems their customers faced, and how they provided solutions to those problems with their video content.
  • Ask your customers. Seems obvious right? There’s no harm in being straightforward with your audience. Conduct surveys, send out newsletters with questionnaires and inquire about what video content they would like to see. 

Analyze and Interpret

This is part of knowing your audience, but here we apply it specifically to video content. The type of content your audience will consume depends on their shared interests. In addition, content that explains the solution to a problem or provides answers does very well in regards to views and impressions.

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Different industries will benefit from different types of video content. Here’s a few examples of how content may differ from industry to industry:

Window Installation Business

  • Uses how-to and DIY videos
  • Benefits from in-depth, step-by-step videos detailing how to do window work
  • Videos will be longer in length
  • Audience will most likely be older homeowners

Comic Book Store

  • Uses short-length videos
  • Benefits from quick overview types of videos
  • Uses list videos and top ten format
  • Increase virility with movie industry tie-ins
  • Younger demographics

People searching for window installation videos, repair videos and educational videos will be willing to watch a longer how-to video, whereas comic book fans will be searching for quick snippets, considering 35% of people watch less than 3/4 of a video.

Video in Your Hands

What’s so exciting about technology today is that it puts the possibility to create content in the palm of your hand. An iPhone or Samsung smartphone with a decent HD camera can provide you with quality good enough to get started with your video marketing campaigns.

Gone are the days of expensive cameras, lighting, and microphones. Now anyone can create content, publish it online, and share it through their social media channels.

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Develop the Purpose

So you’ve figured out the perfect content for your company, narrowed down your audience, and you’re ready to start making some videos. The next step is to figure out the purpose of the video.

Do you want to inform, persuade or dazzle your viewers? Maybe all three? Determining the goals and desired outcome for your videos will help you connect with the right audience.

Going back to our trusty ol’ window company vs. comic book store example, as a window company, you’re going to want to nail down just what you want to dish out to your audience.

A how-to video on installing a French door set will be much more valuable than a ten-minute dissertation on the materials and history involved in the manufacturing of weather-proof vinyl covering.

Consider adding excitement and humor to the video, this can often make a video more light-hearted and receptive amongst your viewers.

If you need some inspiration, check out Hubspot’s examples of great video content marketing.

Apply Your Marketing Strategy

Just having a great video these days doesn’t cut it. You need to consciously add your marketing sciences and practices into the mix. All the same marketing questions apply for your new videos:

  • Who’s your target?
  • What is your budget?
  • What are your distribution channels?
  • What’s your measurable goal?

These are just a few of the questions that need to be addressed for your videos.  Of course everybody wants their videos to go viral, but to catch on socially, you need to know and use your digital channels.

More so, as video content changes to become more interactive, so should you. Forbes has a great list of what to expect in the upcoming year from video content.

So there you have it, six tips on getting started with your very own video content. Using these tips, you’ll be able to get a kick-start on reaching audiences that matter to your business and engage them with some solid video marketing campaigns.

Top 6 Email Marketing Myths

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The evolution of digital marketing has produced a keen development of “best” practices to follow when it comes to email marketing, but as the digital landscape continues to evolve and expand, more and more, these practices are changing and adapting to the needs of the audience.Businesses are now using analytics and data based on their tailored audiences to determine the best way to market to their customers. Below we take a look at some of the more popular email marketing myths and see if they hold true when examined closely.

There is a set best day or time to send your emails.

Everyone who uses email as a marketing tool asks the same question – when is the best time to send emails? In the morning? At noon? On a Wednesday? The only way to really know is to study your audience.

Different types of emails fare well at different times. A news update or information on a sale might be best sent out early in the morning during the middle of the week, whereas a content email featuring a short video may do well on a Friday evening or even Saturday, when most people are home relaxing.

When choosing the best time to send your emails, A/B testing and experimentation are key and studying your data and analytics helps you learn from your own unique audience.

Email campaign platforms like Emma and Mailchimp have done some research in various industries and can provide excellent information relevant to the state of email marketing.

Only send email campaigns once a month. 

This is one of the most subscribed to email practices to date, but is progressively practiced less and less as smartphones become the more popular device to engage users on. The increased use of mobile devices allows for companies and brands to engage with customers more frequently and in turn, these users are more open to receive increased emails from the companies they support and subscribe to.

Sending one email monthly isn’t necessarily a bad practice, however, it’s a mistake to think that it is the “standard” practice. Relevancy plays a huge part in sending emails and a lot depends on the audience, industry, and the type of content that is being delivered.

In actuality, users who receive email from the same business often, as long as they have opted in, will be more likely to click through on the email and attach more trust to the brand. In many cases, monthly emails can be overlooked and even considered spam.

marketing myths   Google Search

Only send out content emails. 

One of the things that can trip up businesses is the self-created pressure that in order to engage customers you need your own content. This is a myth that can stall growth if not debunked quickly. While creating your own content is definitely something you want to implement into your marketing campaign, it’s not an end-all, be-all for sending out emails.

Different emails serve different purposes. 

You can always repurpose other content to include in your emails or use automation to deliver important messages and follow up on events with emails to customers. Customer service emails also go a long way when enforcing your brand and nurturing leads and consumer relationships.

You should only look at how many people are opening your emails. 

Too many email marketers and businesses focus solely on the open rate metric. They do this without putting the open metric in context with other important data, like click-through-rates, unsubscribe rates, and social follows.

Focusing on this metric alone doesn’t paint the whole picture of how to improve and change your strategy. Looking at multiple data sets allows you to see what is working and also where improvements can be made.

Marketing Myths Debunked_1

Keep that subject line short! 

Following this practice without A/B testing and experimenting means that you’re missing out on what really resonates with your audience. Subject lines are all about engagement. Shorter subjects can work, but whatever engages and attracts is really what matters, even if it’s a few extra characters long.

In many cases, businesses find that a descriptive subject line that’s a bit on the longer side can really stand out and arouse a user’s interest. Plenty of websites and blogs breakdown best practices in email subject lines, but just to reiterate, find the subject lines that work best with your audience.

Email marketing is less effective than social media. 

Email marketing ranks consistently as a top tool for businesses to turn leads into customers. In the all-important sales funnel, emails are what really drives a customer into that final stage of a conversion. More importantly, email facilitates discussions with customers after they’ve made a conversion. This keeps them in the loop and connected with the brand.

Each business’ audience has their chosen social media sandbox to play in, and some people utilize multiple platforms, but email is the universal channel that we all share, regardless of what our social media preference is and it is a powerful marketing tool that is here to stay.

Segment, engage, study, repeat! 

As email marketing continues to develop and transform, it is important to always be concerned with the needs of your own unique audience. Using segmentation and engaging content ensures that your emails will reach the right readers.

Further studying and analyzing data will help you determine what really works with your audience and can help you continue to plan successful campaigns in the future.

 

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