Author Archives: Roy Revill

Your Cheat Sheet for Posting GIFs on Instagram

GIFs are fun, digestible, and, most importantly, relatable — that’s why everybody loves them and shares them on social media so much.

And since Instagram is the top social media platform for visual content, your followers expect your brand to post more compelling content than the photos of your company’s complimentary lunch each week.

Your audience want to feel something when they scroll through Instagram, and GIFs can forge that emotional connection with them.

Below, we’ll show you how to post a GIF on Instagram — with a series of GIFs — and share some of the social network’s best GIF apps.

Here’s a series of GIFs that will show you exactly how to post a GIF on Instagram:

Open GIPHY

Search for a GIF

giphy

Press the “More Options” button and then press the “Instagram Share” button

giphy

Post the GIF to your Instagram story or feed

giphy

The 6 Best Instagram GIF Apps

1. GIPHY

GIPHY has the world’s largest library of animated GIFs and stickers.

Free on IOS and Android

4.7/5.0 Rating

2. Giphy Cam

On Giphy Cam, you can record your own GIFs and add filters or special FX to them.

Free on IOS and Android

4.8/5.0 Rating

3. ImgPlay

ImgPlay lets you turn your own videos, live photos, photos, and burst photos into GIFs or videos. You can also add captions and filters to your GIF, edit its frame sector and order, and control its frame speed and direction.

Free on IOS and Android

4.7/5.0 Rating

4. GIF Maker

With GIF Maker, you can convert your photos or videos into GIFs, Boomerangs, and memes.

Free on IOS and Android

4.6/5.0 Rating

5. Momento

Momento lets you use your live photos and videos to create GIFs and stop motion videos. You can also add augmented reality, filters, music, stickers, effects, text, and zoom to them.

Free on IOS and Android

4.6/5.0 Rating

6. Gifnote

Apple featured Gifnote on their “New Apps We Love List” last year. And it was included for good reason. The app has a licensed music library full of modern and classic hits that you can add to their collection of GIFs or your own created GIF. But if you don’t feel like making your own GIF-music combination, you can just select and send one of their trending Gifnotes to your friends.

Free on IOS

4.8/5.0 Rating

Flash Sale! Get 10% Free SMS credits for limited time only!

We all love Summer. Nice sunshine, BBQ’s and drinks with friends and family – what is not to like! However one thing that we all like just as much as Summer, is a SALE!!

And here at Text Marketer, every now and again we like to offer a little sale to our fantastic customers.

So to help make your Summer even better, we thought we would put on a very quick Flash Sale! Whether you have some big campaigns lined up or whether you want to just take advantage of our sale and stockpile some free credits for the future – now is the perfect time to buy!

Purchase 1,000 credits or more and we will add an extra 10% of free SMS credits to your account. Offer ends Friday 31st August – so be quick!

It’s simple… The more credits you buy… The more free ones we give you!

To claim, forward your invoice to [email protected] with the header FLASH – the offer CANNOT be used with any existing offer or discount, but it can be used multiple times during the period.

Hotel Alter now with Social WiFi

The only 5 star hotel in Lublin is now utilising a smart WiFi solution

Hotel Alter is an exceptional boutique hotel located in the heart of Lublin’s Old Town. Its Guests have access to, among others, a charming spa zone complete with a swimming pool, a modern conference room and a restaurant which was distinguished in multiple competitions. As an addition to its exclusive offer, Hotel Alter decided to implement Social WiFi.

The hotel’s comprehensive online strategy

Hotel Alter conducts modern, Guest-oriented online marketing communication. Connecting the people who physically visit the venue with their online presence allows to increase the range of that communication. Additionally, the hotel can make use of additional channels, such as sending campaigns targeted to a particular demographic.

Front of Hotel Alter

One of the features utilized by Hotel Alter is Social WiFi’s integration with TripAdvisor. This way the Guests are encouraged to submit reviews which are gathered over five times faster since the integration was implemented. It also results in an increase of the venue’s popularity, and thus the amount of people that visit its website and booking page.

“Since we have been using Social WiFi, we are better prepared to cater towards the needs of our Guests”

Since we have been using Social WiFi we are better prepared to cater towards the needs of our Guests. Thanks to WiFi we can build long-lasting relations with our Guests. We pay significant attention to the reviews they leave regarding their stay, which allows us to raise the quality of our hotel’s services. The “startpack” emails also make life much easier for us, as they contain basic information about the hotel and nearby attractions, which is what our Guests frequently ask us about, says Marketing and Sales Manager of Hotel Alter, Dariusz Łazowski.

Ego restaurant of Hotel Alter

Implementations in Lublin, my home town, always make me proud. Greeting a hotel Guest with an automated brochure in the form of an email, a request to rate his stay, or by sending him and individual message allow us to build customer loyalty and ensure that the Guests will be more eager to come back to the venue, adds Artur Racicki, CEO Social WiFi.

You can read more about Social WiFi’s hotel implementations here:

The post Hotel Alter now with Social WiFi appeared first on Social WiFi.

Streaming media – A new frontier for Loyalty Marketing

Photo by Victoria Heath

You’ve mustered the courage to cut the cable on your television service at home. In the end, the decision was easy as you had built up so much anger at the inability of the oligopolistic set of providers (you know the names) to deliver higher quality customer service and make what has evolved into a utilitarian, “must have” service something a bit more customer oriented. Your anger was not frivolously triggered for, as you experienced, it did not matter whether you switched from ATT U-Verse to Dish TV, to Xfinity and back again, you always seemed to end up in the same place – frustrated by rising monthly costs after your “new customer deals” expired, and on the receiving end of less than stellar customer service when needing to diagnose an outage, swap equipment or investigate options to change your channel package.

If you think this is a harsh rant on the state of cable and satellite TV services, you may be right, but I offer two bits of anecdotal evidence that you should easily identify with to explain my perspective. Taken together, they endorse the premise that the cable companies could be doing a much better job in marketing their services to customers and retaining them in a happier state over the long term:

1 – Regarding Pricing: Visit the office water cooler (whatever that looks like these days in a digital age) and ask your colleagues how best to reduce your cable bill. The first thing most people will say is “tell them you’re going to cancel” and they’ll offer you a better deal. Some will say that you should cancel service without conversation and then sign up again (with the same or another carrier) to take advantage of new customer pricing. Of course, some will say “just cut the cable and get streaming service”. When quitting is the only practical path to reaching a better agreement, the fundamental relationship between two parties is broken.

2 – Regarding Service: When you need service at home, you call a toll-free number and schedule a technician to visit your residence during specified hours. The outcome of that service visit depends 100 percent on the attitude and talents of the contracted technician that shows up at your house. I’ve had people arrive on site that hurry through their visit with the goal to check it off their list. I usually end up calling for a follow up appointment in those cases as the original problem was not solved with any permanency. I’ve had others who take time to thoughtfully diagnose the problem. Those people will not only stay until the job is done to a successful conclusion, but in some cases will offer up shortcuts, tips and insider perspectives to improve your future experience. Essentially, these large cable companies have delegated their customer satisfaction to factors out of their control.

Given the dynamics of the customer relationship between cable providers and their customers, you can see why more and more people are experimenting with streaming service. If you have purchased your Amazon Fire, Chrome Cast, ROKU, or another “stick” to get started, you probably know that a wide world of new content providers awaits. The first thing you notice is that dozens (at least) of channels are available for download. Some, like Netflix or ESPN, you were already watching on cable. You might have started with these channels. Others, like Sling, Fubu, and YouTube TV offer packages of channels. These providers offer a service that resembles what you are accustomed to with first network and now cable TV, a base group of channels for a fixed monthly price with the ability to add on more channels for additional fees. All of the consolidator services are paid, but as you surf through the myriad of channel choices, its often unclear if an individual channel is fee based, “free” but ad laden, or really free.

Here’s where Customer experience comes into play. I’ll use one recent example to make a point. I was searching for a specific movie to watch and it was not available on any of the channels included on my Amazon Fire. It turned up on a channel that I had not yet downloaded, Sony Crackle. We easily downloaded Crackle and started our movie. All was going well, when 10 minutes into the flick, the screen froze and then shifted to 2 minutes and 30 seconds of advertisements. The ads were just the same as you would see on any other TV service – cars, auto insurance, etc. The ads continued about every 10-12 minutes throughout the movie and in the end extended the screen time by more than 33%. We were surprised that Crackle didn’t tell us what we were getting into. If we had known what to expect, we might have searched for another option, even a rental option.

Research has shown that consumers value choice and control as contributors to their brand loyalty. In this case, giving us a clear choice of renting the movie ad-free for a small fee or burning 30 minutes of our life in exchange for a “free” movie would have been a choice logical to present to a customer. The CX lesson to be learned? Acquiring a customer and disappointing them in their first transaction leads to defection, not loyalty. Be exactly who you are and the natural segment of the market that likes your offer will come your way. I’m not saying that Crackle intended to deceive me, but its lack of disclosure meant that my expectation of “free” was not met and, they may have lost me forever as a result.

Here’s where customer service comes into play. I’ve had Sirius radio for a while in my vehicle. To my own surprise I have been willing to pay for radio as I found that the choice of music and absence of ads was fair value for the money tendered. I’ve also been using Sling TV during my first foray in the land of streaming media. When I had a service problem or question, I used Twitter to contact them both. In each case my Tweet was recognized, and I engaged brief convos in that channel that led in both cases to answering my questions. There’s a chance that the exchange in the public stream may have helped other customers of each service as well. This fresh approach to customer service led left me impressed with each brand and led to an intangible mental “deposit” being made to the “loyalty bank” of each brand. Those deposits are the seeds of long term customer loyalty. I contacted Crackle in the same way and to date have not received a response.

Here’s where customer loyalty comes into play. The consolidator services can take big strides to differentiating one from another and creating a more loyal customer base by not just delivering content, but by informing customers about that content and helping them curate a package of channels that serve their interests and fits into their budget. Whichever of Sling, Fubu, YouTube TV takes leadership in this area first, will get a lead in customer acquisition and retention. Sling just announced a price increase of 25% but justified the increase through the addition of multiple channels, some of them popular such as Nat Geo and ESPN. I was excited until I found that only top-level parts of ESPN (SportsCenter for example) were included, but “30 for 30” and many other features required additional fees. Rather than be surprised by this discovery, I would much rather have Sling be fully transparent in its offer.

Cutting the cord holds the promise of choice and control for people who enjoy streaming media of all types. It’s not too late for the traditional cable companies to transform their model to offer customers greater ability to customize the content they want to consume. They can also improve customer service and I believe this is a matter of willpower, not resources. For the moment though, the consolidators in the streaming world hold the advantage. How they play their CX and Loyalty cards going forward will determine whether they reinforce the message that streaming service is not just different but better than legacy options.

Bill Hanifin is CEO of The Wise Marketer and is a Certified Loyalty Marketing Professional (CLMP).

The post Streaming media – A new frontier for Loyalty Marketing appeared first on The Wise Marketer.

How to Get Ready for Prescriptive Analytics and Boost Your Lead Gen Success

As marketers, we talk about analytics and lead generation all the time. But what does the term “lead generation” actually mean? And how will prescriptive analytics guide lead generation in the coming years?

Lead generation is “the process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline,” according to Marketo. It’s the first step in the sales supply chain. Without leads, we have no one to sell to.

Lead generation is often divided into two categories: inbound and outbound. Inbound attracts leads through a combination of tactics that typically center around social media and website advertising. Outbound refers to the act of finding prospects that could be interested in a particular product or service.

In this blog, we’ll focus on analytics related to outbound lead generation strategies.

Climbing the Analytics Maturity Ladder

To create successful lead generation strategies, companies need to analyze the data gathered from previous campaigns. Organizations that want to get more insights from their data will likely consider descriptive analytics as a starting point. Companies entering this phase typically operate on intuition, siloed data sources, and manual data entry. Maturing in this stage requires retiring disparate data sources, increasing data governance practices, and automating reporting. These practices increase data reliability and offer a better understanding of past performance.

Companies reach the next level, predictive analytics when they can leverage descriptive analytics to anticipate future performance. Companies have been trying to predict how they will perform based on external factors and past performance for ages, but it has become easier to quickly compare past performance data with external variables.

However, making a good prediction doesn’t mean making a good decision. Predicting typically means finding a quantity of something as a function of another variable based on collected data. Once a prediction is made, a company typically makes a decision based on evidence from descriptive and predictive data sources. A good decision requires consideration of facts and data against irrational or unknown aspects of a system.

So, what should a business do? Prescriptive analytics techniques aim to answer this question. Reaching prescriptive analytics maturity requires deliberate, disciplined collection of performance data, reliable predictions, and continuously improved prescriptive algorithms. It also requires a company culture dedicated to data-driven practices.

Prescriptive analytics could improve business processes through predictable interventions that are tracked and fed back into the prescriptive engine; it could shorten employee onboarding using programmatic design trees to guide and inform new workers, and it could allow customers to leverage a company’s expertise through its optimized algorithm. Prescriptive analytics could also help determine the best path forward for new lead generation campaigns.

Preparing to Use Prescriptive Analytics

Prescriptive analytics relies on the quality and accuracy of descriptive and predictive data sets. If your company is new or has been suffering from a low number of “wins” from your leads, you might be facing imbalanced data or data scarcity. To address data scarcity and imbalanced data, you have a few options:

1. Get More Data

This is often easier said than done. Few companies have access to large amounts of data generated from activities outside their own organizations. Therefore, getting more data means waiting for data to be collected or purchasing data from a third party.

When my company first launched, our team tracked every transaction produced by third-party apps and stored them in a structured database. Even if we weren’t certain how we would use the data, we still knew it would be valuable. Storing data is cheap, and we knew we might want to reference something in the future.

2. Use a Different Metric

For lead generation, this means using identifiers other than “sale versus no sale” to determine classifications for the data. For example, you could use “sale size,” “return business,” or “number of interactions” as a method of classification.

We explore many different metrics and attempt to identify the ways they relate to one another. We continually inspect, challenge, and interrogate our data to understand which attributes and metrics help us the most.

3. Resample Your Data

Resampling your data can offer you a different distribution, but that assumes you’re pulling from a large data set. If you don’t have enough data, this often isn’t an option.

We’ve run across this problem before. Sometimes, the sample population we pulled was imbalanced by chance, not because the overall population was actually imbalanced. But if we pull a different sample population, we sometimes get a better distribution.

4. Use a Service

An increasingly effective option is to capitalize on a third-party service that has more data, various metrics, and tested scenarios. In the case of lead generation, this would mean multiple clients, prospects, industries, and products. Our team uses machine learning techniques like PCA and classification and regression decision trees to understand which messaging produces the desired outcomes for our clients’ demographics and offerings.

Once you’ve used one or more of these strategies to solve any data issues, you can begin experimenting with different prescriptive algorithms, from linear regressions to decision trees or neural networks. Whichever route you decide to take will likely lead you to new ways of interpreting your data to create successful outbound lead generation strategies.

Have you used prescriptive analytics for your lead gen strategy? Tell me about it in the comments.

The post How to Get Ready for Prescriptive Analytics and Boost Your Lead Gen Success appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

25 Creative Marketing Ideas for Any Business in 2018

The CMO Survey reports an 11 percent increase in the marketing budgets for United States businesses in 2017. As more businesses recognize the value of a solid marketing strategy to their bottom line, the marketing landscape has turned into a complex network of ideas and approaches that can sometimes overwhelm. To make sure that you’re…

The post 25 Creative Marketing Ideas for Any Business in 2018 appeared first on Fit Small Business.

To Restaurant Owners Who Want to Harness Their Data but Can’t Get Started

When first starting out, many marketers feel like their data can be a bit insurmountable. Although you probably know that leveraging your data correctly will increase customer visit frequency, you might feel like your wheels are spinning when it comes to data interpretation. We hope that once you read this post, your data will start to feel more manageable.

Just in case using data to fuel your marketing campaigns is a new idea, here’s a quick breakdown of three of the key ways data and analytics can help restaurants become more profitable:

1. Figure Out the Motivation Behind Each Visit and Use it to Target Groups

Customers never find you by accident. Their visit is the result of various marketing touchpoints that they (either consciously or subconsciously) experienced before choosing to walk through your doors. Data and analytics can help you analyze consumer behavior to figure out which of these touchpoints had an impact, and apply that information across similar customer profiles. And an important thing to remember is that, at times, attribution can be a fallacy – our goal is to help determine which activities had an effect on those customers coming in, not what was the ultimate driver in their decision.

2. Figure Out Which Of Your Customer’s Needs Are Not Being Met To Discover New Selling Opportunities

Are all your customer’s needs being met by your present offerings? Study your current operations and identify gaps that could be modified to make profitable changes to your business. For example, would introducing a new day-part please your customers? Breakfast anyone?

3. Analyze Gaps In Your Menu And Dining Experience To Personalize For Your Demographic

Which food items are hot with your customers right now? How does the weather affect sales? How are particular staff teams preforming? All of these factors influence your bottom line, and the faster you understand, the farther ahead you’ll be.

As an operator, I’m sure this all sounds great to you. The question becomes, how should you begin to uncover insights without spending hours wading through customer data?

The first step is simply deciding how you will gather and analyze customer data for your businesses.

You could do this by looking at POS transaction data, via ecommerce activities, through your mobile app, or – arguably to gain the most holistic view of your customers – through a third-party platform which does the heavy lifting and produces the insights across all these mediums for you.

Structuring Your Customer Profiles

If you want to be able to sell your customers even more of the meals they crave, you must make the data you collect easily digestible by segmenting it to categories. From this valuable information, you’ll able to determine how to target your customers more effectively than other players.

How You Can Leverage Your Customer Profiles

Once you’ve built up robust customer profiles, you will wonder how can I continue to work smarter, make ordering convenient for my customers, and market to them quickly and easily? Customer analytics paired with technologies that can enhance the customer experience are proven to improve loyalty and retention to give brands the edge they need. We’ve found an effective way to enhance the customer experience is sending your customers targeted offers.

63% percent of Millennials and 58% of GenX consumers are willing to share data with businesses in exchange for personalized offers and discounts. Whether these offers are sent via text message, or printed on their receipt, offers presented to a brand’s loyal customers are proven to increase average check size and decrease the time between return visits. Businesses have found that promoting these offers strengthen their relationships with customers, and makes participating patrons feel like a VIP with exclusive privileges.

Using Data Beyond Customer Profiles

Once you’ve started collecting customer data, you’ll begin to see doors open to all sorts of insights. Let’s jump right into an example that shows how one restaurant working with Mobivity leveraged their data to understand which of their offers were driving average check increases for their restaurant and then used this information to reposition an offer they were already utilizing.

Franchisees have found adding free items to their offers has been positive overall because it grows their opt-in subscriber user base. Even though there is cost associated with giving away merchandise, our data that shows that when engaged customers return week after week they are actually spending more – making back the franchisee’s initial investment.

Once this restaurant operator realized the average check with this offer showed a 27% increase over the average check without it, their corporate marketing team decided this offer was being underutilized. To continue to boost sales, the marketing team decided to run the appetizer offer in conjunction with a TV commercial. When the appetizer offer ran at the end of the commercial, the pizza chain identified patterns in the data that showed it drove higher check and increased transactions.

Over 2,700 transactions have been attributed to this offer since January 1st, 2018 – proving that when you pay attention to what your customers are responding to, and with a little help from data and analytics, you can uncover insights that will help your business thrive.

Conclusion: In Data We Trust

When you start collecting detailed customer records, it opens the doors to countless insights. Unleashing the full power of your customer profile data can be tricky, so it helps to harness technologies that are built to bring customers back and spend more.

If you’re interested in a platform that could help make smart, data-driven decisions, follow this link or fill out the form below to get started today.


Interested in learning more about how the re•currency suite could help jumpstart your business and drive customer frequency? Give us a call at (877) 282-7660, chat with our team on this page, or fill out the form below to start the conversation today.

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The post To Restaurant Owners Who Want to Harness Their Data but Can’t Get Started appeared first on Mobivity.

7 Free Project Management Software Options to Keep Your Team On-Track

59% of U.S. workers say communication is their team’s biggest obstacle to success, followed by accountability.

Managing multiple projects at once, delegating tasks, and collaborating across teams is difficult on a good day — but can become downright impossible when unforeseen obstacles get in the way.

Miscommunication and inefficiencies in your project management process can lead to confusing and stressful experiences for your employees, and hinder your company’s ability to satisfy your clients’ needs or hit end-of-year goals. This can lead to major losses over time.

Fortunately, there are plenty of free project management software options to keep your team on-track without breaking the bank. To streamline your process and ensure everyone on your team is on the same page, take a look at these seven exceptional free project management tools.

1. Teamweek

Teamweek is an effective project management tool to automate your task delegation process, and visualize which project tasks have been completed and which haven’t. If your team often collaborates with other departments on projects, this could be a useful tool for you.

Features include:

  • Gantt-chart visualization to track important deadlines and projects
  • Integrations with Slack, Github, Evernote, and others
  • Team collaboration option through shared calendars and task notes

Cost: Free for an unlimited number of projects for up to five team members

2. Zoho Reports

Zoho Reports is easy to use and lets you create comprehensive dashboards and data visualizations to ensure your projects are on-track. You can import data from outside files, cloud drives, applications, and in-house apps, enabling you to create more accurate cross functional reports. (Zoho Reports is a HubSpot integration partner).

Features include:

  • Easy drag-and-drop interface with BI visualization tools
  • Ability to share and collaborate on reports and dashboards with colleagues privately.
  • Cloud BI reporting tool embedded within your own website or product
  • Integrations with Slack, Google Apps, and Dropbox, as well as mobile apps, making team collaboration easier.

Cost: Free for one project with multiple users, storage up to 10 GB

3. Asana

Asana, one of the most popular project management solutions used by millions of people across 192 countries, has a clean and user-friendly interface. The all-in-one tool lets you create boards to visualize which stage your project is in, and use reporting to keep track of finished tasks and tasks that need your attention.

Features include:

  • The ability to create templates to automate mundane tasks
  • The ability to collaborate and share information across the team, privately and securely
  • The option to set security controls and designate admins
  • Over 100 integrations for a more efficient start-to-finish process
  • Custom project fields, share documents, and filter tasks

Cost: Free for unlimited projects for teams up to 15 people.

4. Teamwork

Teamwork, a project management tool that specializes in bringing together remote workers, allows you to create team member status updates so your remote and flexible teams know their coworkers’ schedules. It also provides customer service functions, including the option to assign tickets or view customer emails in one place. (Teamwork is a HubSpot integration partner).

Features include:

  • Customizable navigation to prioritize your team’s needs
  • Gantt chart for visualizing due dates and project timelines
  • Private messaging, and option to make project details private
  • Team member status updates for remote or flexible team members

Cost: Free for two to five users

5. Wrike

Wrike stands out as an exceptional project management tool for teams who want the option to customize workflows and edit and revise projects from within the platform itself. The tool offers the ability to color code and layer calendars, and its mobile form allows colleagues to update project information on-the-go. You can add comments to sections, videos, or documents, and create custom fields to export data most relevant to your company.

Features include:

  • Security measures to ensure only authorized personnel can access information
  • Activity Stream to allow project managers to micromanage small tasks, see activities in chronological order, and tag team members
  • The option to unfollow activities to declutter your own personal Stream
  • Email and calendar synchronization
  • Built-in editing and approval features

Cost: Free for five team members

6. Paymo

Paymo’s free version only allows access for one user, but if you’ve got a small team or you’re a freelancer, this could be an efficient option for tracking billable hours and invoicing clients. Along with tracking finances, Paymo also allows you to organize project timelines, create to-do lists, and stay on top of your budgets for multiple projects at once.

Features include:

  • Kanban Boards
  • Time Tracking
  • File Sharing and Adobe CC Extension
  • Reporting
  • Three Invoices

Cost: Free for one user, one GB storage

7. ClickUp

ClickUp provides a few impressive features to customize the all-in-one project management tool to suit your team members, including the option for each user to choose one of three different ways to view their projects and tasks depending on individual preference. If your marketing team overlaps with sales, design, or development, this is an effective solution, as it provides features for all of those four teams.

Features include:

  • The ability to organize your projects based on priority, and assign tasks to groups
  • The option to set goals to remind teams what they’re aiming to accomplish
  • Google Calendar two-way sync
  • An easy way to filter, search, sorting, and customize options for managing specific tasks
  • Activity stream with mentions capability
  • Image mockups
  • 57 integrated apps

Cost: Free forever, with unlimited users and unlimited projects, and 100 MB of storage

August is Hospitality month at The Wise Marketer

Photo by Ana Azevedo

One of the more credible reports estimates that there are more than 700,000 hotels and resorts around the world – and approximately 15.5 million rooms.  That same research reports that the global hotel market produces roughly $830 billion a year in revenue.  Aside from the economic weight of the industry, hospitality, by its nature, is on the very leading edge of customer engagement.

If you pay attention to these kinds of things (we try to) you’ll notice that some of the most interesting and inventive developments in customer loyalty are coming out of the hospitality world.  Think about it – the touchpoints in the hospitality customer journey are very human, very tangible, and very, very dynamic.  So we decided to take this month and focus-in on some of the technologies, the strategies and the personalities who are driving the hospitality industry forward.

Need further evidence that customer loyalty in hospitality is worth your attention?  Here is a small sampling of stories that we’re following and covering this month:

 

We’re also approaching this month’s topic a little differently than we have in the past.  Rather than present news, findings and analysis as we normally do, we’ll also be producing a series of podcasts and video interviews & discussions with people who have a view to, or an opinion on customer loyalty within the hospitality industry.

Do you have something to say?  Do you know someone who does?  Let’s connect and chat.

Mike Giambattista is Editor in Chief at The Wise Marketer and is a Certified Loyalty Marketing Professional (CLMP).

The post August is Hospitality month at The Wise Marketer appeared first on The Wise Marketer.

YouTube Poised to Unseat Facebook as #2 Website in the U.S.

A new study reveals that there may be a shakeup on the list of the top five U.S. websites.

According to research conducted by Market Intelligence Central, the top highest-visited websites in the U.S. have largely held steady for a few years. That order is as follows:

  1. Google
  2. Facebook
  3. YouTube
  4. Yahoo
  5. Amazon

But now, YouTube is poised to surpass Facebook for the #2 spot.

According to this research, Facebook.com has seen a loss of roughly 2.8 billion visits each month over the past two years.

At the same time, engagement with Facebook Page posts has dropped 50%, and during its Q2 2018 earnings call, the company revealed a plateaued number of daily active users in the U.S. and Canada: its largest market.

Combine that with YouTube’s increased number of site visits — and growing viewership of its content on diversified platforms, like the YouTube app, as well as streaming tools like Chromecast.

Should it outrank Facebook, the study says, it’s likely to do so within the next three months.

Source: Market Intelligence Central

Meanwhile, the research shows that usage of the core Facebook app has increased — and notes that the company has focused its growth efforts on the expansion of its overall portfolio of products and applications.

In 2012, Facebook acquired visual content-sharing app Instagram, which has been pointed to as crucial to the company’s success.

But with decelerating user growth, falling Page post engagement, and a decreasing number of website visits — is staying afloat the most Facebook can ask for?

Or, does Facebook have a chance to continue growing — and if so, where should those growth efforts be focused? 

One might point to emerging technology, like virtual reality (VR), which while slow to catch on as a consumer hit, has received investments from Facebook — including its Oculus VR headsets.

The company’s annual VR conference, Oculus Connect, is scheduled to take place next month, where the company is expected to announce new investments in and product releases around this technology.

But where many — including HubSpot VP of Marketing Jon Dick — believe Facebook should focus its growth efforts, is on further diversification and monetization of apps.

“If I was Facebook, I would care so much more about growing my apps, than growing my .com traffic,” says Dick. “The thing it needs to stress about, from a valuation perspective, is that its desktop advertising products are well established — which could put pressure on its revenue while it figures out monetization of messaging.”

Earlier this month, Facebook began to launch monetization channels within messaging platform WhatsApp, including ways for users to connect and communicate with businesses.

Source: WhatsApp

“Facebook’s strategy is to get as much of the world as possible communicating through its apps,” Dick says. “And between Instagram, Messenger, and WhatsApp, it’s working.”

How to Turn SEO Strategy into Action with Content Marketing

Know what happened on September 4, 1998? It was the day Google was born. Legend has it that one of the earliest searches typed in Google was for the name “Gerhard Casper.” Previous searches of this name on AltaVista, the premier search engine before Google returned web pages for Casper the Friendly Ghost. But in 1998, Google got it right. Its search result returned Gerhard Casper, President of Stanford University.

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

AltaVista Example

Looking at these images, it’s easy to see how things have changed. Entire industries in web design (thank goodness), SEO, demand generation, and digital content marketing now thrive, but these images represent their most humble beginnings.

The Gerhard Casper example is perhaps the earliest we have of SEO. While this particular example speaks to the power of Google over AltaVista, it also reminds us that we want to be found. If I type in the name of your business in a search engine, you want it to be ranked first. You don’t want to be outranked by a reference to Casper the Friendly Ghost, or a competitor.

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

  1. Moz was founded in 2004 by Rand Fishkin, the self-proclaimed Wizard of Moz, and Gillian Muessig. It’s a tremendous resource and their team does a solid job of helping SEO junkies and newbies alike navigate shifting algorithms and best practices.
  1. Organic search engine results: Organic here means au naturale. These are results that show up without being incentivized by payment. They’re free. They’re coming to visit because they really like you and what you’re doing.

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

In case you’re not sure, it’s okay, many people are challenged by what exactly content marketing does. The goal of content marketing is to educate, engage (not sell), and create brand awareness by providing value to digital audiences.

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

We believe that these insights, married with content marketing efforts, will cause your SEO rankings to soar. Follow these guidelines, and you’ll have more traffic than you’ll know what to do with, but that’s a good problem to have, and we’re confident you’ll figure it out.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Google scans the web via what are commonly called Googlebot spiders. These little bots are programmed to look for the good stuff, so they know what gets pushed to the top of the rankings and what gets ignored.

Your website’s content is what differentiates you from competitors. Bring your site to life by using a suite of fresh and rotating content assets like blog postsvideo, images and FAQs. This is what makes your site more appealing and relevant to those spiders.

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Keywords are the words people type into search engines to find something. It is important for business owners to know what keywords potential customers are using to discover products and services. Business owners and marketers can then aim to rank for those keywords.

There are a few ways you can find out the keywords people are using to find you. The easiest way is to listen to your audience. What do they say? What do they click on? What are they excited about on social media? One option is to use Google Trends, a free tool, to see how keywords rank and compare.

Here’s an example of content marketing vs. digital content marketing vs. content management over time: 

Google Trends example

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

The results show which website content will drive the most traffic to your site. If you are a plumber and sump pumps are ranking high, then by golly, serve up some site content on sump pumps! Use keyword ranking as a way to let your writing team know what to write about. Be strategic by using the plethora of free data available to you.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

Do some testing by searching for things your audience might enjoy. Is your business ranking? Is something entirely irrelevant ranking? This is your roadmap to content creation success. Discover what’s missing and how you can drive traffic. If you’ve done your homework and know your audience, you know what they need. Fill the SERP gaps with quality content to help boost your rankings.

#4. Be Authoritative (or Find Someone Who Is)

Write quality, educational content that adds value to your reader’s lives. If you can have someone who’s already an authority on the subject, get him or her to write and publish the article. Their potential social media and backlinking influence will help amplify your message in a more authoritative way.

You’ll get more Google-love if your content is shared by others around the web and if your bounce rates are low. It may not be easy at first to identify these influencer or micro-influencer types, but building partnerships with them is a great way to help your audience get what they need while driving more quality to your site.

What Do I Really Need to Know About SEO?

SEO is intimately tied to content marketing. It’s a simple formula: quality content marketing yields higher search rankings. There are frequent search algorithm changes and new best practices to follow each year, but the bottom line is that authentic, valuable content always wins. Educational content that delivers what your audience wants is what cuts through the SEO noise and consistently drives results.

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

26 Genius Product Marketing Strategy and Examples

With so much marketing clutter online, it can sometimes be challenging to reach your target audience. However, it’s imperative for e-commerce success. Marketing your products online involves adapting traditional marketing strategies for your online audience like sending email newsletters instead of direct mail. Here are 26 tips for improving your e-commerce product marketing strategy to…

The post 26 Genius Product Marketing Strategy and Examples appeared first on Fit Small Business.

Discounting is Dead

Or at the very least, it’s on the way out, and here’s why we think you should be more strategic about it.

At first glance, discounting seems like a great way to boost customer frequency, and it is. The method has been around forever, and there are strategic reasons behind the tactic – there’s no denying that discounting gets more bodies into your store. But, when you stop to think about it, you’ll realize that slashing your prices every time you have a slow day can hurt your business in the long run. When you offer a blanket discount to everyone, you have to sell a lot more to meet your revenue goals. We’ve got a better idea.

Transitioning to Personalized Pricing

Offering discount prices to everyone in your customer base will end up costing your business money, no matter how many additional transactions you ring up. Instead, try calibrating your offers by adding what you already know about your customers into the process.

The idea of personalized, or dynamic, pricing originates from as far back as the introduction of the price tag in the 1870s. It all starts with the complicated dance to find the difference between the cost of goods, and what your consumers are willing to pay for them. By introducing personalized pricing to your marketing approach, you can discount items in a way that can drive average check while bucketing your customers into groups and targeting them accordingly. Analyze how much customers spend, what day of the week they visit you, or how frequently they come in to your location. Let’s break it down.

Increasing Average Spend While Maximizing Value for Everyone

Your customer Sally comes in every day to buy a cheeseburger. Sally loves your cheeseburgers. One rainy afternoon, foot traffic is slow. To combat this, the store manager decides to act. She knows her audience’s spending habits, frequency, and preferences. Today, she decides to target her customers based on their average spend.

She sends her lunchtime regulars who usually buy a $6 burger an offer to ramp up their order. Today only, when they buy a burger and fries they get a large fountain drink for just $1! The manager has increased average ticket and rewarded her loyal customers by offering them a deal – but having them spend a little more to get it.

Calibrating Offers Based on Visit Frequency

The same theories can be applied when you know your customer’s visit frequency. When dealing with recently engaged customers, the messages you send them don’t need to be aggressive. Instead of sending them a discount, take this opportunity to promote new offerings you think they may be interested in. If a customer is already highly engaged with your brand, they likely don’t need the same push as a new customer or defecting customer to return to visit you.

Once a customer starts to show signs of defection, meaning you haven’t seen them in a few weeks or months, sweeten the deal by offering them a special bonus if they refer a friend to your location. Clearly defecting or unengaged customers need a more aggressive offer - offering them a free milkshake could help bring them back across your threshold. No matter how you choose to bucket your customers, introducing intelligence and precision into your communication process will increase value for everyone.

Begin with Data Collection and Analytics

To implement this more strategic discounting concept, you need knowledge of customers, markets, and products. Whether you utilize a CRM system or a customer transaction database, gaining access in real time and applying analytical tools to spot opportunities has never been easier. Armed with this knowledge marketers are able to maximize value by implementing the appropriate pricing tactics.


Interested in learning more about how the re•currency suite could help jumpstart your business and drive customer frequency? Give us a call at (877) 282-7660, chat with our team on this page, or fill out the form below to start the conversation today.

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65% of People Think Social Media Sites Should Remove This Content

Content moderation on social media sites remains a hotly-contested topic.

This year, congressional committees have held not one, but two hearings on the “filtering practices” of social media networks. And while some of these lawmakers begged the question, “Are networks suppressing content from one stream of thought or another?” — these days, there’s another big question in the ether.

Are social media companies responsible for the content published on their networks — especially when that content is factually incorrect?

65% of People Think Social Media Sites Should Remove This Content

The Current Climate

The above question arose at a recent hearing on foreign influence on social media platforms, where Senator Ron Wyden broached the topic of Section 230: a Provision of the 1996 Communication Decency Act that, as the Electronic Frontier Foundation describes it, shields web hosts from “legal claims arising from hosting information written by third parties.”

But those protections are speculated — including by Wyden himself — to be out-of-date, considering the evolution of content distribution channels online, and both the volume and nature of the content being shared on them.

That includes content pertaining to conspiracy theories, or that is otherwise factually incorrect.

The former has been top-of-mind for many in recent weeks, with the removal of accounts belonging to Alex Jones — a media host and conspiracy theorist who attempts to frame mass shootings and other tragedies as hoaxes — from Facebook, Apple, and YouTube. 

But what is the public opinion on the matter  — and to what extent do online audiences believe social media platforms are responsible for the presence of this content on their sites?

The Data

The Content Itself

We asked 646 internet users across the U.S., UK, and Canada: Do you think social networks should remove factually incorrect content, like conspiracy theories?

On average, 65% of respondents said yes, with the highest segment (67%) based in the UK.

Responses by Region (4)

Data collected with Lucid 

The Accounts and Users Sharing It

Then, we wanted to know how people felt about the moderation of the publishers of that content: the accounts and users distributing it or sharing it on social media.

We asked 647 internet users across the U.S., UK, and Canada: Do you think social networks should remove users or accounts that post factually incorrect content, like conspiracy theories?

On average, 65% of respondents said yes, with the highest segment (68%) based in the U.S.

Do you think social networks should remove users or accounts that post factually incorrect content, like conspiracy theories_ (1)

Responses by Region (5)

Data collected with Lucid

The Responses in Context

Conflicting Standards

Many point to a lack of transparency around the practice of content moderation as a major cause of certain networks’ inability to more quickly remove information and accounts of this nature.

In an interview with Recode‘s Kara Swisher, Facebook CEO Mark Zuckerberg offered very little in terms of a tangible explanation of how the network decides what — and whom — is allowed to publish or be published on its site.

“As abhorrent as some of those examples are,” he said at the time, “I just don’t think that it is the right thing to say, ‘We’re going to take someone off the platform if they get things wrong, even multiple times.'”

After Facebook later removed several Pages belonging to Jones, the company published a vague explanation of its criteria for removing these Pages.

As company executives have explained in the past, Pages and their admins receive a “strike” on every occasion that they publish content in violation of the network’s Community Standards. And once a certain number of strikes are received, the Page is unpublished entirely.

What Facebook will not say, however, is the strike threshold that must be reached before a page is unpublished. It remains mum, the statement says, because “we don’t want people to game the system, so we do not share the specific number of strikes that leads to a temporary block or permanent suspension.”

But that statement could suggest that, since the system is even able to be gamed, it’s possible that different Pages are given different thresholds, or that some more easily receive strikes than others.

The objectivity of content moderation remains a challenge. And despite Facebook’s publication of its Community Standards for public consumption, certain reports — like an undercover investigation from Channel 4 — indicate that content moderators are often given instructions that conflict with those very standards.

The Moderation Onus

There appears to be widespread phenomenon of social media networks downplaying their respective levels of responsibility, in terms of moderating this type of content.

While Facebook, Apple, and YouTube actively removed content from Jones and Infowars — which is said by some to be far from a sustainable solution — Twitter has allowed this content to remain on the platform, claiming that it’s not in violation of the network’s rules.

Twitter CEO Dorsey went so far as to place that responsibility not on the network, but on journalists, who he said should “document, validate, and refute” claims made by parties like Jones — which has actually been done repeatedly.

The timing of Dorsey’s statement is particularly curious, given the company’s recent selection of proposals to study its conversational and network health.

The inconsistent response by various platforms to content from and accounts belonging to Jones and Infowars point to flaws in the development and enforcement of community standards and rules. Where one network won’t reveal how many strikes until “you’re out,” another says targeted harassment isn’t tolerated on its site — and yet, dismisses many reports of it as non-violating.

“The differing approaches to Mr. Jones exposed how unevenly tech companies enforce their rules on hate speech and offensive content,” writes The New York Times. “When left to make their own decisions, the tech companies often struggle with their roles as the arbiters of speech and leave false information, upset users and confusing decisions in their wake.”

Cruise Club UK sailing to success with SMS marketing and SMS Web Pages

Cruise Club UK are an independent cruise travel agent with over 30 years of experience offering impartial expertise. Customers can find the best possible cruises at the best possible prices. From cultural cities of the Mediterranean, to the beautiful sandy white beaches of the Caribbean – they really do have it all when it comes to cruises.

We all know marketing can be tricky, how do you get your brand and message out there to the customers that matter?

Well Cruise Club UK have found a very effective way in SMS marketing, helping them making more sales and communicate with their customers, quickly, effectively and conveniently.

They have been using SMS marketing and Text Marketer for several years now, sending out regular SMS campaigns to their customers. However recently they have been using our new SMS feature SMS Web Pages, and we got up with them to ask them a few questions…

What do you use SMS Web Pages for?
“To promote specific offers that are time sensitive and have a short shelf life and provide extra information to customers so that the lead quality is better when they contact the sales team.”

How does SMS marketing compare to other marketing channels?
“It’s much quicker – provides an immediate response”

How did your SMS Web Pages campaign compare to a normal SMS campaign?
“Better conversion from the leads generated as customers had more info. Ie. Full range of dates and available airports etc. On a text you can be limited on the info you can include and customers can be turned off when it doesn’t meet there expectation.”

What were your main reasons for choosing an SMS Web Page campaign over a normal SMS campaign?
“To provide more info and a richer experience with images. Images can be great to tempt and tease customers in”

What were your results from your SMS Web Pages campaign? Click rate? Sales? Any Stats and figures you could share?
“We sent out an SMS Web Pages World Cup themed campaign recently, and got 21% click through rate and 28 bookings pretty much instantly! Which is amazing for holidays as they are not exactly a quick easy impulse purchase item.”

Would you recommend it to other businesses?
“Yes it’s amazing and works brilliant for us – but I wouldn’t recommend it to my competitors!”

So if you would like to give SMS marketing a try for your business, sign up here for free now. Or gives us a call and we can discuss how SMS marketing can help your business.

Mawarid Finance and Loylogic Announce a Strategic Partnership for Akruu

Members of Mawarid Finance’s Loyalty Program, Falak Tayyeb, can now earn additional points via Akruu to reach their redemption goal earlier.

Zurich, Switzerland | 6 August 2018

Loylogic, the global leader in e-commerce and e-payment solutions for loyalty programs, and Mawarid Finance PJSC, a leading Islamic finance and investments group licensed by the UAE Central Bank, announce a strategic partnership for Loylogic’s cutting edge earn solution Akruu. The common objective is to provide more opportunities to collect points and consequently more value to the members of the Falak Tayyeb loyalty program thereby enabling them to reach their redemption goal faster.

Mawarid Finance is implementing Akruu, the state-of-the-art, co-branded collect portal, to bring more choice and value to their members. With Akruu Falak Tayyeb members are now able to easily and quickly increase their points balance in addition to the traditional credit card accrual. Points can be earned through innovative earn modules such as affiliate online shopping with famous brands, GrouponTM deals, merchandise offers and more. Strategically this means a significant boost in member engagement, brand loyalty and thus leads to increased program revenue.

Commenting on the partnership, Rehab Lootah, Head of SME & Retail of Mawarid Finance PJSC said, “As a customer-centric institution, we are always on the look-out for partnerships that offers innovative approach to growth & drive higher customer value with best-in-class solutions. When we first encountered the Akruu platform by Loylogic, we immediately saw its potential to offer higher rewards of as much as 90x for our customer’s everyday spends.”

Dominic Hofer, Founder and CEO of Loylogic adds, “We are really excited to welcome Mawarid Finance to the Akruu family. Falak Tayyeb members will find more options to collect additional points in a way that’s convenient and seamless for them. Akruu will deepen member engagement with the program, creating more brand loyalty and value in the short and long-term.”

About Mawarid Finance

Mawarid Finance PJSC is an Islamic finance and investments group licensed by the UAE Central Bank. Mawarid Finance was formed in 2006 in Dubai, United Arab Emirates, with a paid up capital of AED 1 Billion to launch a new vision in Islamic Finance by adding more value to the industry through developing innovative Shariah compliant products for both individual and corporate customers, Mawarid was founded upon and continues to believe in Innovation. Mawarid’s focus has also been on supporting and developing the national economy through the provision of Islamic financial products and services for small & medium enterprises, enabling them to grow and in turn fostering the growth of the economy. For more information, please visit: http://mawarid.ae/

Press contact: Davey Ariola | [email protected]

About Loylogic

Loylogic is the world’s leading innovator and creator of points experiences, insights, commerce and engagement. By tantalizing members with more choices and arming programs with insights on behaviour – anticipating both present and future needs – we deliver powerful solutions that amplify engagement and build loyalty. Founded in 2005 with offices around the world and a global content network of more than 500 merchants and 2,000 online stores offering millions products and services, Loylogic, the new paradigm of points-based e-commerce and e-payment solutions, is the partner that the world’s leading loyalty programs trust with making their points and miles loved more. For more information please visit www.loylogic.com

Press contact: Richa Bakshi | [email protected]

The post Mawarid Finance and Loylogic Announce a Strategic Partnership for Akruu appeared first on The Wise Marketer.

3 Retargeting Strategies to Boost Conversions

Back in 2016, we surveyed the retargeting landscape and gave some tips on how to get started. For the uninitiated, retargeting is an online marketing strategy that keeps your brand in front of users who have bounced out of your site. By placing a tracking pixel on your website, you can follow them when they leave and place an ad on another unrelated website, just to remind them of how awesome your products or services are—and persuade them to come back over. This is most commonly done through search retargeting, in which ads are served up based on recent searches, and email retargeting, where scripted emails are triggered based on specific user behaviors.

Over the past few years, retargeting has continued to grow as an effective way to acquire new leads and customers. Here are some stats to consider: retargeted customers are three times more likely to click on your ad, and 70% more likely to convert. As a result, 50% of marketers plan to increase their retargeting budget in the next 6 months, and 20% have a dedicated budget for it. Some of our advice from then still holds true, along with other new trends worth discussing.

In this blog, we’ll take stock of the digital marketing landscape in 2018, discuss what’s changed and what’s new, and see where you should be investing your energy.

1. Content Is Still King

The goal of retargeting is to drive conversions, but you need to give people something of substance to facilitate that process. The great thing about retargeting with content is that it provides an opportunity to connect with and provide value to prospects who aren’t yet ready to buy without coming across as too pushy. For someone who currently only casually interested in your product, a well-timed whitepaper or ebook could go a long way towards moving them towards purchase. Assuming you have a well-established set of content already created for other purposes, this tactic should come at no extra cost.

To decide which pieces of content to use for your campaign, figure out what your top performers are based on behavior data. How you define that is up to you—time on page or views/downloads can be good places to start. If you have the capability, sort your content by multi-touch revenue created; if an asset has a proven track record facilitating conversions, it’s perfect for retargeting ads. Next, segment your content, so that users are receiving the right thing at the right time.

Here’s how we segment at Marketo:

Buyer Stage

Ideal Assets

Awareness: users know about your brand, but have yet to engage Infographics, cheat sheets, slides, case studies
Engagement: users have demonstrated interest with downloads or form-fills, but are not quite ready to buy Ebooks, whitepapers, definitive guides, webinars
Conversion: users are prepared to buy, and are choosing between you and your competitors Competitive reports, Magic Quadrants, live demos

 

By segmenting your best performing content like this, you are in the best position to nudge people towards pulling the trigger.

Timing is Everything

Even with perfectly crafted content for the right audiences, your retargeting strategy will fall apart if your timing is off. Wait too long, and you risk losing their interest, move too fast, and you may creep them out. Nailing down the timing of your retargeting efforts will depend on the type of audience member you are targeting and the type of product you are offering.

Here are some best practices:

Strike fast: Your first retargeting ad should show up soon after first contact. Catch these first-time visitors before they forget about you and go with your competition.

Then slow down: After your introduction, slow down, so you don’t wear out your welcome. Create a “frequency cap” that controls the cadence of your display ads. And for those who successfully convert, make sure you have controls in place to pull them out of your ad stream.

Sync with key events: Important occasions are a great way to reactivate your audience without coming across as too intrusive. Consider retargeting with a registration discount ahead of your next trade show or informing your audience of an upcoming product launch or service upgrade.

Monitor behavior: Use a tool that can track how users are using your website to ensure that your retargeting efforts reflect recent behaviors like page visits, form fills, and recent downloads.

Attribution Matters

15 years ago, the norm was two touchpoints before purchase—now that number is up to six. If you are giving full conversion credit to the first or last ad a user clicked on, you are doing it wrong. By oversimplifying the sales process, you deny yourself the opportunity to optimize spend in the right channels. Furthermore, without the ability to point to the tangible impact of various marketing efforts, you risk having budget reallocated to “higher performing” departments.

There is no one-size-fits-all solution for revenue attribution, as that will depend on your buyer journey. This can be difficult, however, with research from AdRoll finding that the biggest barriers to attribution implementation are lack of knowledge and technology limitations. So how do you solve the revenue attribution puzzle? Consider investing in marketing attribution software like Bizible, which combine behavioral and ad data with sales outcomes to help you make the right marketing decisions. Gaining this data gives you the insights needed to properly optimize your retargeting campaigns. Without this information, you are shooting in the dark, spending your money randomly instead of putting it to its best use.

Putting It All Together

Remember that most website visitors do not convert on their first visit, so retargeting them is essential to keep in touch and stay top of mind until they are ready to buy. With the right message and the right timing, you are in the driver’s seat to accomplish this goal. And with meticulously measured attribution, you are in position to prove it’s all worth it.

Are there any other retargeting strategies I missed? Tell me about them in the comments.

The post 3 Retargeting Strategies to Boost Conversions appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

40 Facebook Marketing Tips from the Pros

Facebook is a great platform to spread awareness about your small business. However, it can be tricky for small business owners to know where to start when it comes to their presence on the social media site. That’s why I’ve compiled a list of Facebook marketing tips to help you create a valuable Facebook page…

The post 40 Facebook Marketing Tips from the Pros appeared first on Fit Small Business.

The Ultimate Guide to Google Cache Text Strings

We have a client site whose SEO often defies description, along with canonicalization.

We often have to check Google’s cache of various URLs to see what in fact Google is getting, but sometimes when you view the Full Version of the cache it just rapidly reloads like a blinking strobe light. Kind of like this:

And there’s no way to get to the Text-Only or View Source versions of the cached URL as the links don’t stay in place long enough for your cursor to recognize the link and make it clickable.

The good news is there’s a simple way to get the desired view of a cached URL in Google – add text strings to the end of the URL in your browser’s address bar. And here they are in their full Instant Answer/Featured Snippet glory:

How To View The Text-Only Version Of A URL In Google’s Cache

  1. Replace the text string at the end of the Full Version of the cache URL with &num=1&strip=1&vwsrc=0. For example, here’s the Full Version cache URL for our homepage using a Safari browser with the text string to be replaced bolded:
    http://webcache.googleusercontent.com/search?q=cache:uEClgfqmc7cJ:www.localseoguide.com/+&cd=1&hl=en&ct=clnk&gl=us&client=safari
  2. To see the Text-Only version, replace the bolded string with &num=1&strip=1&vwsrc=0, so http://webcache.googleusercontent.com/search?q=cache:uEClgfqmc7cJ:www.localseoguide.com/&num=1&strip=1&vwsrc=0.
  3. If you want to see what it looks like in different languages, countries or browsers you can add the following parameters to the string:
    &client=safari (or whichever browser you want):
    &hl=en (or whichever language you want)
    &gl=us (or whichever country you want)
    So it would look like http://webcache.googleusercontent.com/search?q=cache:uEClgfqmc7cJ:www.localseoguide.com/&num=1&client=safari&hl=en&gl=us&strip=1&vwsrc=
  4. You could also just use our free Text-Only Cache bookmarklet for Chrome.

How To View The View Source Version Of A URL In Google’s Cache

  1. Replace the text string at the end of the Full Version of the cache URL (or the Text-Only version URL) with &num=1&strip=0&vwsrc=1. You can also use the same browser, language and country parameters as mentioned above.
  2. If you want to go back to the Full Version, just replace the text string with &num=1&strip=0&vwsrc=0.

And that’s pretty much it for the basics.

 

 

The post The Ultimate Guide to Google Cache Text Strings appeared first on Local SEO Guide.

The Definition of a Corporation in Less Than 100 Words [FAQ]

Ever since the Great Recession, the word “corporate” has had a negative connotation. The leaders of major corporations dismantled the world economy during the events prior to the financial crisis, and the wreckage sparked harsh animosity toward big companies that had an “Inc.” at the end of their name.

But contrary to popular belief, corporations aren’t just made up of a bunch of unethical executives who wear thousand-dollar suits to work everyday. Corporations are actually legal entities of their own, separate from the people who run it.

Incorporating a business or organization is incredibly beneficial for owners, employees, and, ultimately, the economy. Some of these benefits include shareholder protection from corporate liquidation, tax benefits, raising capital more easily, establishing stronger credibility, and easily acquiring health and financial benefits for stakeholders.

If you want a more concrete understanding of a corporation, here’s a formal definition:

Since they aren’t dependent on anyone, corporations can outlive any of their owners and leaders, enabling them to exist indefinitely. This distinction also offers shareholders limited liability, which legally protects them from being held personally responsible for the corporation’s debts, if creditors sue the corporation for unpaid debt. Creditors can only collect the corporation’s debt payments by seizing and selling its assets.

Business Plan Template