Digital Marketing Efforts Impact Real World Interactions. Believe It!
A big challenge for many brick-and-mortar business owners is to break down their mental barriers surrounding digital marketing and truly understand how their marketing efforts online impact their results in the real world. We’re going to break down for you how digital marketing can increase your actual foot traffic, often at a higher ROI and lower start-up costs than traditional marketing solutions.
Every Transaction Starts Online
You know that your customers aren’t picking the first alphabetical name in the phone book anymore to find your services, but do you know what they’re doing instead? More often than ever before, they’re going online to do a quick Google search to find local businesses. In fact, Google Maps for mobile is starting to replace what a phone book used to do – it’s often the quickest and easiest way to look up a business’s phone number, address, and hours of operation.
Getting your business listed and your site indexed by Google is often the first steps to any new digital marketing strategy. For many potential customers, if you can’t be found online, you don’t exist.
The Power of Reviews
Today’s customer knows that they have options, and they rely on big-name review aggregators like Yelp and Google to figure out which businesses will be the best buy for their money. Some customers won’t make any purchasing decisions before vetting their choices with reviews. We cover the topic of review management in more detail here.
Climbing the Google Rankings for More Foot Traffic
For the vast majority of businesses with physical locations, like gyms and salons, or location-based services, like home repair or plumbing providers, the key to getting more customers is as simple (and as complex) as ranking highly for the search “[name of your services] in [name of your town]” Many of the customers that are already looking for you (i.e., the ones that cost less to acquire,) are going to find you by simply searching for the name of your service with the name of their town. A good digital marketer has a breadth of tools at their disposal to get you found in those types of searches, including content-based SEO and back-end solutions using geo-tags and advanced indexing.
The Social Media Connection
Many customers do make purchasing decisions based on engagement with social media channels, but you will need someone who is experienced in the social aspect of digital marketing to ensure a high ROI. Many businesses waste hours screaming into the void on Twitter when they could be finding success with a well-planned Instagram campaign or LinkedIn content schedule. It all depends on your audience and your offerings. For example, a personal training studio may find success in posting high-value blog posts to a LinkedIn following of training and fitness professionals. The high click-through rate from those readers can boost the Google ranking of the studio, leading to more local foot traffic.
To learn more about how digital marketing can increase your business’s foot traffic, contact us at River Avenue Digital to talk about your options.
If you're hoping to drive more traffic you're probably wondering how to post ads on Facebook. If so, be sure to check out the sterling advice in this article. Click here for more information on this!
The average Facebook user spends about 50 minutes every day on the platform.
Are you making the most of your social media channels? Are you harnessing the true power of your Facebook page? If not, it's time to turn to Facebook ads.
Discover how to post ads on Facebook and make the most of your digital footprint.
Advertising on Facebook
Facebook has grown from an insignificant social media platform to an advertising giant. Today, businesses can grow their digital footprint via Facebook advertising. Their advertising platform allows you to create campaigns or boost posts.
Before we go into how to post ads on Facebook, it's important to be aware of, especially for a realtor, that Facebook has strict policies to prevent discrimination.
Their policy states: "Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition."
The policy was put in place to prohibit advertisers from using targeting and audience groups unfairly for ads about housing, employment, and credit.
How to Post Ads on Facebook
Businesses can advertise on Facebook in a number of ways. Choose to boost a post, create a campaign, and don't forget to include Instagram.
Boosting posts is an excellent way to gain more visibility on a particular post and increase your likes.
To boost a post on Facebook, click the "Boost Post" button in the bottom right-hand corner of the post. Once selected, choose your Instagram page if applicable, choose an audience, set your budget and determine how long you'd like your ad to run.
Creating a Campaign
To create a campaign, the first thing you need to do is choose an objective.
You can choose from:
Under audience choose between locations, gender, languages, interests. Next, you can choose your budget and schedule your dates.
Now comes the fun part! Choose an image or video, create engaging, creative content to capture attention. Include a link and a call-to-action button.
Call-to-action buttons include Apply Now, Book Now, Contact Us, Download, Learn More and Save. Others are Sell Now, Shop Now, Sign Up, Watch More, Get Directions, Call Now, and Message Now.
Click Place Order when you're ready to go, and your campaign will be placed in review!
Advertising on Instagram
Since Facebook's Instagram acquisition, advertisers have been reaping the benefits. Grow your audience on Instagram with eye-catching visual advertisements.
Whether you choose to create a campaign or boost an ad, there should be a toggle to choose your business page's associated Instagram account. Once selected, your budget will include Instagram in the ad's rotation.
Reach New Digital Heights with Facebook Ads
Now that you know how to post ads on Facebook, you can put your new knowledge into practices.
Feeling a little out of your depth? Put your marketing success in the hands of proven professionals. River Avenue Digital has helped local businesses in Pennsylvania harness the power of their social media and take their digital footprint to the next level.
Check out our social media packages, fill out our contact form, and discover how we can help you find success with Facebook advertising and beyond.
Are you a new company looking to make the most of online branding? If so, you need to check out this guide. Follow this advice and you'll have a loyal following in no time.
No matter what you're selling or who you're trying to sell it to, you know that branding matters.
However, especially if you're a newer company, it can sometimes be tough to know what to think about when building your digital presence.
In this post, we'll tell you the main things you need to take into consideration when creating your online branding strategy.
Consistency is Key
Remember that the main goal of online branding -- especially in the beginning of the process -- is to create a digital footprint.
However, the more social media platforms you create, blog posts you write, and online journals you contribute to?
The more likely it is that your brand message begins to get a little bit muddled.
This is why consistency is incredibly important when building your brand authority. Often, the best way to do this is through the use of visual cues, like pictures, fonts, and most of all, your logo.
Always ensure that you use the same profile picture (preferably, your logo) on all your social media accounts.
Have a designer create a bespoke font for your brand, and use it whenever you can when writing on your blog, your social media pages, or your website in general.
Finally, even the language you use to write can help build brand recognition. Create a few key catchphrases and tone that you can match everywhere you write.
Conduct the Right Research
In order to get your digital presence off on the right foot, you need to make sure you're doing three main levels of research.
The first is to get to know how your target market behaves online. Figure out when they're most likely to open an email or access your website. Understand the types of content -- for example, video or blog post? -- that they're most likely to engage with.
Know which social media platforms they like the best, their gender and age range, and the hashtags they browse through on social media. This allows you to create digital branding you know is in line with their needs.
Next, research your competitors. You need to differentiate your online branding strategy from their own. You also need to ensure you're targeting a different niche market than them -- especially since you're just starting out.
Finally, consider working with a professional digital marketing agency to ensure that your digital branding strategy takes SEO and ranking factors into consideration. Even the best brand building techniques won't matter if your page isn't getting high rankings from Google and other search engines.
Need Professional Online Branding Services and Advice?
While we hope that this post has helped you to better understand how to improve your online branding strategy, we know that you sometimes don't have the time to do it alone.
Get in touch with us today to learn more about how we can conduct a free website and SEO audit for your business.
From helping you to create powerful email campaigns to improving your data visualization techniques and assisting with social media management, we have the tools you need to rank higher and increase your conversions.
Let's get started on that now.
Requesting feedback and responding to reviews can help businesses protect and strengthen their reputation.
If you’ve received an unflattering or damaging review on your business, or you’re struggling to keep pace with customer questions and concerns from multiple online review platforms, do not panic. Many business owners don’t realize that they have options when it comes to managing their reviews, and there are tools available that are designed to make it an easy and seamless part of your workflow.
What is Reputation Management?
First, it’s important to understand what reputation management is and isn’t. Online reputation management does NOT mean that your business can, or should, actively influence or change their ratings online. Any attempt to add bias to online ratings, even through actions like incentivizing customers to leave a review or trying to delete negative reviews, only serve to erode customer confidence in the long run. Reviews and ratings, and all the benefits they bring your business, are only as good as their subjectivity. If there’s no consumer trust, there are no meaningful reviews, and that’s bad news for your business.
What good reputation management actually looks like is monitoring all of the reviews and ratings coming in for your business from a wide variety of sources, from Yelp to Google to Twitter and Facebook, and to respond quickly and appropriately. It is impractical (and, depending on the size of your customer base and your team, maybe impossible) to monitor each of these review streams individually. Instead, a great option for many businesses is to invest in an online reputation management solution, such as the one that River Avenue Digital offers.
The Business Benefits of Online Reviews
The availability of open, honest reviews can actually improve a business’s bottom line, even beyond the obvious benefit of cost-free endorsements from your customer pool’s peers. Online reviews can actually be leveraged to improve your local SEO. By publishing your reviews on your website and properly tagging them with Schema.org markup, these first-party reviews display star ratings in a business’s organic search results.
Review Management as Customer Retention
It typically costs more money to obtain a new client than to retain an existing one, and yet businesses tend to spend way more on marketing than on customer service. Managing your online reviews is indeed an important cornerstone of customer service, because many complaints and questions will never come into your stores or phone lines—they are instead left in online reviews and posts on your company’s social pages. And remember, no answer to a customer question is actually an answer—it sends the message that you don’t care about your customers or their feedback.
Reputation Management Solutions Can Increase Your Bottom Line
By helping you to automatically and seamlessly manage reviews and field questions and complaints from a large stream of sources, a reputation management system can increase your customer retention and attract new business. After all, a customer is likely to walk away from a business riddled with poor online reviews and unanswered questions, but a business that responds to complaints with the offer to make it right and promptly answers questions is a much different story.
Talk to us today at River Avenue Digital to learn more about how review management can help your business.