Monthly Archives: July 2012

Facebook and Twitter are normally considered two of the “must-haves” for social media marketing strategies. However, lesser known companies such as Foursquare are making a significant impact in the online environment. Foursquare, with over 20 million users, can bring a lot of value to brands that operate in local markets. So how does Foursquare fit in your overall social media marketing mix?

Claim a Place for your Business

Obviously, the first step to successfully conquering Foursquare marketing is to claim a venue for your business. Doing so will allow users in your establishment to check-in and notify their friends, and Foursquare provides users with extra incentives for updating their location with badges and awards. Integrated with Facebook and Twitter, users checking-in at your venue will organically increase brand awareness for your company through various social networks.

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Mobile marketing technology is becoming more sophisticated and gives brands new opportunities for pay-per-click advertising. It’s expected that mobile marketing will continue to become more prevalent as users move toward searching on the go rather than searching on desktop computers. A recent study prepared by Marin Software investigated the performance of paid search advertising on mobile and tablet devices in Q2 2012, and preliminary results indicate that PPC advertising campaigns may perform better on tablets and smartphones.

Paid search clicks on mobile marketing platforms increasing
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Simply put, the end goal of any online marketing campaign is to generate more revenues. In an increasingly competitive environment, marketing professionals are investing more resources into branding. However, the question remains: is it possible to generate more sales from online PR activities, or is it purely a branding tool? A recent study by PRMarketing reveals that online PR can accomplish both objectives.

Online PR’s Role in Building Awareness

The goal of any online PR campaign is to make up for the lack of information about your company online. PRMarketing’s study revealed that a severe lack of product information online can lose Internet retailers as many as 67% of consumers. Creating more content through blogs, press releases, and review sites is one remedy for a lack of branded content. Keyword rich content will also rank higher, making it easier for your target audience to find your articles and giving them an opportunity to learn more about your products’ benefits.

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“I’m on the first page for all my keywords but I’m not generating any sales!” Does that sentence sound familiar? Well you may be in a similar situation countless other companies have experienced after launching a search engine optimization campaign. After getting to the first page for all your keywords, do you notice that the traffic is simply not converting? Does this mean SEO is not a sound strategy? On the contrary: the first page rankings and the traffic coming in prove the value of a well-executed search engine optimization strategy. Finding the root of the problem means analyzing your entire online marketing strategy at its foundation.

Optimizing the Wrong Keywords

It’s important to develop a search engine optimization campaign that not only drives traffic, but has the potential to bring in users who are in a “ready to buy now” mode. Otherwise, the traffic you’re bringing in simply will not convert. Employing the help of internet marketing professionals to analyze your keyword list, website’s analytics, and competitors’ organic strategies is a crucial process to diagnose the issues at hand. Readjusting your strategy and identifying keywords that have more potential to generate revenue help provide positive returns on your investment.

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In the online marketing realm, business professionals are beginning to exploit the various advantages of paid advertising on social media profiles such as LinkedIn and Facebook. The numerous targeting options provide limitless opportunities for lead generation and developing brand equity. However, there is one platform where users may not even know advertising exists: Twitter. In the form of “promoted” products, Twitter provides several social media advertising solutions for clients looking to create more exposure. With more than 550 million users, the micro-blogging site ranks as the second most popular and visited social platform in the world. 

Promoted Tweets

Promoting individual tweets is the simplest form of increasing exposure for your brand. Leveraging the vitality of social media can provide your brand to target users with specific interests and push offers or introductory tweets. For example, promoted tweets provide the best opportunity for new software platforms to create exposure by targeting both tech users and business professionals and making sure branded tweets are seen at the top of the Twitter feed. Similar to the cost-per-click model employed on LinkedIn and Facebook, Twitter uses a pay-per-action model, where clients are charged based on actions involving the promoted tweets.

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