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Marketing Insights

Social Marketing Drives Consumer Spending

Posted by Karen Kerski

A MarketForce survey over 80% of consumers cited the social media activity influenced their purchase decisions. Shopper stated they check social networks before to making a final purchase. For small brands fighting to gain their share, the shopper insight indicates a big opportunity to convert and close. For global brands the number may seem small.

Smart brands are leveraging social marketing to influence their consumers. The tone of social communication has a unique impact that adword campaigns can’t deliver. eCommerce brands connect with users through social networks. Social content can serve as an alternative to cookie driven advertising.

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Topics: Social Media

eCommerce and Social Lets Smaller Brands Compete

Posted by Karen Kerski

We have to accept that social networks are changing the way we shop. There are as many different networks as there are ways to influence some of your prospects and customers. A great number of people engage in several social channels increasing their sphere of influence as well as access to information. Technology combined with social media has allowed ecommerce sales to grow by double-digits in the past eleven months.

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Topics: Online Marketing, Social Media, Marketing

2 Changes you must make to your company Facebook page

Posted by Karen Kerski

March 10th Facebook announced an update to the look of Facebook company  pages. Some businesses have already updated to the new look. It is your option to do it early or wait until Facebook converts everyone’s business pages.

The Admin Panel has updates providing relevant details up front. You can dive deeper into the metrics just as before.

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Topics: Online Marketing, Social Media, Advertising, Marketing

Email Is Dead

Posted by Karen Kerski

There are a slew of story titles claiming email is dead. Some claim that social media, spam and instant messaging have killed email. Some of this is attributable to the rising number of smart phone users that have driven up the use of texting.

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Topics: Online Marketing, Social Media, Business Management, Mobile Marketing


Posted by Karen Kerski

Let’s face it, managing your business marketing is not for the faint of heart. Setting realistic goals for on-line marketing is difficult with Google’s constant changes that affect page rankings.

If you’re wondering how you will know if your investment in SEO, PPC and/or Social Media is paying off, you are not alone.

It doesn't work to "wing it." Consider adding a technology tool that provides a reporting dashboard showing the ranking of your keyword at the start of the campaign and the current ranking, providing concrete evidence of your campaign’s progress. You can expect to see an increase in traffic to your site as the rankings of your targeted keywords improve.

Sending traffic to a website with a paid search (PPC) campaign is easy. And it’s great to see that big surge in traffic. Remember though, you are paying for every visitor delivered by the PPC campaign so you want to be sure that you’re getting quality traffic, (i.e. visitors that are likely to take action when they land on your site).

Besides finding the best keywords and writing compelling ads, there have to be goals to measure the campaign and compare you different ads.

What do you want the campaign to do for you?

Without a goal you cannot measure cost per click. You could just use Google analytics to measure your campaign. It tracks traffic, most visited pages, pages visitors stay on longest and can be linked to your Google PPC campaign to provide. It even offers keyword suggestions. But there is so much more you can learn about your website if you capture information about those visitors that Google cannot provide.

Testing ads and landing page effectiveness is critical to getting the most of your PPC budget. The dashboard we use lets us see which are working better than others over time. It is easier to do A/B testing and revise strategy, keywords and copy content of ads and landing ages to get the best results. If you have a large budget allocated to web marketing (PPC and social marketing) and you feel you have hit the ceiling you need to consider using a program like Hubspot or Optimize to manage your inbound marketing.

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Topics: Online Marketing, Social Media, Advertising, Business Management

What does Twitter's IPO Mean to Your Marketing?

Posted by Karen Kerski

Twitter has become a force in the digital global culture with 230 million users, tweeting, re tweeting, following and lurking. News anchors report on tweets form politicians, celebrities and the Pope. Hashtag has become a popular activity that groups your post with other trending posts on that topic and keyword.

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Topics: Online Marketing, Social Media

Go With Caution: SEO services are not all the same.

Posted by Karen Kerski

describe the imageSEO is ever changing. It may appear to be straight forward, but as with everything else, there are factors that impact results. One is that SEO is not a quick results process. It doesn't perform like a a simple science experiment where you see a reaction in minutes, hours or days.  It takes time to build momentum. It is more than listing your pages with search engines and directories.

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Topics: Online Marketing, Social Media, Marketing, Business Management


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