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Stay up-to-date with the continuing sagas and dilemmas involved in the online marketing industry.

       

Last year comScore released The U.S. Mobile App Report, which revealed that digital media time on mobile, which included activity on smartphones and tablets, has surpassed that of desktops. Often, people are using their mobile devices to search for things nearby. For example, maybe you're out with friends, you're getting hungry and you want to find the closest pizza restaurant so you search for it on your phone. The growth of mobile searches has also led to an increase in local searches, which is why it's more important now than ever to have your business listed in the top local directories.

Get FREE Local Search Visibility 
Yes, you read that right! Creating local listings on popular directories, such as Google My Business, Bing Places for Business, Foursquare and Manta is free. Basic information that your listing includes is your business's name, address, phone number, hours of operation, a link to your website, a few photos and a short description. When local listings include as much detail as possible and the description is optimized, your listing can show up in maps and in organic searches for local based search queries.

People Search with Location in Mind 
A recent Google study, Understanding Consumers' Local Search Behavior, reported that four out of five consumers use search engines to find different types of local information. When consumers are using their smartphones to conduct these local searches, 54% are looking for business hours, 53% want directions to a store, and 50% are seeking a local store's address. Since people are searching for specific local information, it’s important that your business's information is easy to find and is accurate, otherwise searchers will choose the next closest store instead.

Stat from Understanding Consumers' Local Search Behavior

Local Searchers Often Take Action 
Google's study on local search behavior also found that consumers are quick to act after they conduct local searches on mobile devices. 50% of consumers visited a store within a day of their local search on their smartphone, and one in three searches on smartphones occurred right before consumers visited a store. When people do local searches on mobile devices, they’re likely looking for a specific piece of information, such as details on a product or how close your store is to the searcher, so it's important that your business information is available.

Creating and managing your business's local listings can become complex and time consuming. Do you need help making the most of your store’s local listings? E-Power can help put your store on the map…pun intended! Contact us today for more information about Local Search Marketing.

Author Bio 
Molly Frederick – Assistant Manager, SEO and Social Media 
I graduated from the University of Wisconsin Oshkosh with a bachelor's degree in journalism with an emphasis in public relations. I've been a part of the E-Power Marketing team since 2011, focusing on Organic Search, Social Media, Content Strategy and Branding. I have earned certifications through SEO College and Google Analytics. I enjoy researching the Online Marketing industry and keeping up with the frequent changes to help clients achieve online success!

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Samsung Gear S smart watch and Galaxy Note 4.
Source: https://www.flickr.com/photos/janitors/15477789022/
With the launch of the AppleWatch, it's hard not to think about all of the technological advances around us, particularly in wearable technology. Apple isn't the first to launch a piece of wearable technology though. Google first launched Google Glass to testers, called Explorers, and Samsung started to release smart watches in 2014. Now, more than ever, you can connect and communicate with somebody from almost anywhere. According to Urban Airship's article in Adweek, the average attention span of somebody viewing a wearable device, like a smart watch, is three seconds. That's compared to 30 seconds on a smartphone or tablet. As marketers, that gives us just three seconds to capture the attention of users of wearable technology.

These quick moments are called "micro-moments," and they are becoming increasingly important for businesses and marketers alike. Wearables present highly targeted marketing opportunities for businesses, so it will be important for them to quickly send relevant information to users. Graphics, quick and meaningful messages, and videos will be important in capturing the attention of your customers. Additionally, having an omni-channel presence will be important when reconnecting with them through other media after communicating through a wearable. Think of all the ways that you could reach your customers on a smart watch; I will list a few examples below.

          Notify nearby customers of sales and promotions. If you are a retailer and customers are passing by your store front, sending a notification to their smart watch – maybe a photo of the shoes you have on sale or a text stating that you are running a BOGO promotion – could greatly increase the chances of that customer coming into your store. At the very least, it’s just another way to increase brand awareness.

          Upgrade passengers and guests. Airlines and hotels could benefit from using notifications by suggesting their passengers and guests upgrade to better seats or rooms. A quick message sent to their smart watch will prompt them to upgrade straight from the app at the tap of a button, whether the app is on their watch or smart phone.

          Remind people of everyday tasks. This may seem like an obvious one. We already use our smart phones as reminders to send mom a birthday card or take the car in for an oil change, but what about turning the heat down in our house when you're away or recording the latest episode of Game of Thrones? While sometimes we can do these things from our smart phones, smart watches take this convenience to the next level by allowing us to do these things right from our wrist. Cable companies, greeting card companies, and numerous other industries can take advantage of this kind of messaging to bring convenience to their customers, even on the go.

There are endless amounts of ideas that businesses and marketers can come up with to connect more with their customers. With this technology constantly improving and consumers continuing to buy-in to these products, businesses have to start to think of how they can connect more with their customers. Not only that, but businesses have to figure out how to get their consumers to opt-in to receiving this kind of communication. If consumers don’t like, or more importantly, trust, your brand, then they won’t likely want to receive notifications from you.

How do you see your business using wearables to communicate with your customers? Is wearable communication a good fit for your business? These are questions you should take the time to think about when considering wearables in your marketing strategy.

Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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Recently Facebook added another metric to its already impressive lineup of Facebook Ad reporting tools; ad relevance score. According to Facebook, these scores assist advertisers in seeing how relevant their ads are because, "The more relevant an ad is to its audience, the better it's likely to perform. Ad relevance score makes it easier for you to understand how your ad resonates with your audience."

How it Works 
Facebook explains that after an ad is served more than 500 times, it is assigned a daily relevance score between 1 and 10. Numbers on the low end of this range means Facebook estimates your ad isn't very relevant to your audience, while higher numbers estimate your ad is very relevant to who its being served to. In addition, the amount of positive and negative feedback and your ad's objective (post engagement, page likes, etc.) is taken into consideration when calculating relevance score.


Benefits of ad relevance scores: 
  • Pay less to reach your audience - That's right! According to Facebook, when an ad is relevant to your audience, it has a higher relevance score which means your ad is more likely to be served than less relevant ads targeting the same audience. This means you'll pay less to reach your audience. 
  • Real time - As your ad is running, you're able to monitor your relevance score, which allows advertisers to edit ads as needed to make them more relevant. 
  • Ad testing & refreshing - Real time relevance scores make it helpful to test and refresh your ads. For example, you can test different ad creatives with the same audience to see which people respond to better. 
  • Encourages specific targeting - It can be easy to spend money quickly on Facebook. Relevance scores encourage advertisers to define their audience so an ad is served to people who will be interested in it, which could result in benefit number one; paying less to reach your audience. 

When E-Power Creates Facebook Ads, We Consider…
Creating an ad on Facebook is simple, but creating an optimized and relevant ad can be challenging. To help our clients make the most of their budgets, E-Power focuses on setting up the right objective, targeting and creative for every Facebook ad. Relevance scores take several factors into consideration, so our team always starts by asking these questions:
  • What is the objective of my ad? 
  • Who do I want to reach? 
  • Is my ad location-specific? 
  • Does my ad have a clear message? 
  • What action do I want viewers to take? 
  • If there is an image or video with my ad, is it highly relevant to my target audience? 

Facebook's competitive News Feed makes advertising a great option for brands looking to reach more of their fan base or new fans. If you have more questions about advertising on Facebook for your brand, contact E-Power Marketing today!

Author Bio 
Molly Frederick – Assistant Manager, SEO and Social Media 
I graduated from the University of Wisconsin Oshkosh with a bachelor's degree in journalism with an emphasis in public relations. I've been a part of the E-Power Marketing team since 2011, focusing on Organic Search, Social Media, Content Strategy and Branding. I have earned certifications through SEO College and Google Analytics. I enjoy researching the Online Marketing industry and keeping up with the frequent changes to help clients achieve online success!

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