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Stay up-to-date with the continuing sagas and dilemmas involved in the online marketing industry.
Monday, September 8, 2014

       

Social Media is nothing new. After all, Facebook celebrated its 10th birthday earlier this year! Popular Social channels have all proven to be powerful tools for brands. However, there are still many brands who don't think Social is important, use it solely for marketing, take on too many channels or are incredibly inconsistent. If you are guilty of any of the above, your Social efforts could be hurting your brand instead of helping. Take a look at E-Power's list of what not to do on Social Media and why you shouldn't be doing it.



Creating Pages & Profiles Galore
Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram…and the list goes on! There are dozens of channels that your brand could have a presence on, but the question is, should it be on all of them? Maybe you're feeling ambitious and want to sign up on every platform, but the truth is not every channel is the right fit for every brand. Your best bet is to do your homework and find what Social platforms your target audience is active on before creating a page or profile. This way you aren't wasting time and resources to write content and monitor profiles that aren't getting any traction. 

Ignoring Your Engagers
Social Media is named so for a reason, because people use it to talk to other people and brands. Because of this, it’s never a good thing to ignore the people who are engaging with your channels. If you have a fan who mentioned your brand in a post about how much they love one of your products, thank them for doing so! On the flip side, it's equally as important to respond to any negative posts or Tweets. A Hubshout study reported that 72% of people expect a response to their customer service question or complaint within one hour, so always take the time to reach out and provide quality customer service to keep your fans as happy as possible.

Not Using Free Analytics Tools
Many Social channels come with free analytics tools, including Facebook Insights, Twitter Analytics and Pinterest Analytics. Have you dug in to your brand's Social analytics? If you haven't, you should. There is a lot you can learn through these tools about your brand on Social, including follower demographic details, engagement statistics, the best times to post content and so much more! It’s a good idea to spend some time looking at these Social Analytics tools at least once a month so you aren't wasting your time and resources.

Automated Posts
If you have more than one Social profile for your brand, you may find that it's difficult to keep up with writing and posting content. Have you turned to sharing the same content across your channels? If you have, it's time to stop! There is nothing wrong with repurposing your content for your various channels, but sharing the same posts across different accounts limits your fans and followers because it doesn't give them a reason to follow your brand on more than one channel. Give fans the incentive to follow all of your accounts by sharing channel-specific content.

Inconsistent Content
Do you remember when your brand's last Facebook post was? How about the last time you Tweeted? If you can't remember, it’s been too long! There is no magic number when it comes to how many times you should post or Tweet per day, but consistency is key. Going too long between Social posts doesn't benefit your brand or your followers. People often turn to brands' Social profile(s) for specific questions they have about your products and services. Therefore, it's important to post on a consistent basis because an account that lacks regular activity won’t be looked at as a trusted resource. Even if you aren't posting every day, you should be looking at your accounts and watching for opportunities to engage with your fans, followers and other industry resources!

Social Media has come a long way since its beginning, and now brands can't afford to be doing anything but best practices. If you're struggling to keep an active and engaging Social presence for your brand, we can help! Contact us today to learn more about how our team of creative and talented Social Media Marketing specialists can help you.

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 though 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! Follow me on Google+

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The real question is why not?

Change is inevitable, especially in today’s competitive business environment. Your business will see many minor and some major changes throughout the years, and it’s important that your Online Marketing strategy keeps up. From new product releases and strategy changes to shifts in consumer behavior and industry trends, it can be challenging to stay on top of it all. An Audit helps to ensure you’re on track towards your goals.

Through all the hustle and bustle and non-stop craziness of business and the Online Marketing industry, you can sometimes lose focus and direction. Taking a step back from the everyday activities to look at the big picture and reevaluate your strategy as a whole will help you to ensure that all the work you’re doing is moving you towards your goals, and that your current strategies are as up to date and effective for your brand as possible.

Ideally, a comprehensive audit of your Online Marketing activities should be done at least once a year, or whenever your organization faces a major change. However, in our experiences from working with a variety of clients, we have found that many businesses rarely, if ever, invest in an in-depth Audit of their efforts. We typically recommend starting our programs with an Audit, so that we have a better picture of a new client's Online Marketing strategy. This helps us easily identify the areas of concern and recommend the best possible solutions for moving forward. An Audit is also a great educational experience as it allows you to better understand what's working and what's not, and where improvements can be made.

Why Use An Outside Agency?

Being objective about your own Online Marketing efforts is not always easy. It can be difficult to look for weaknesses and strategize new ideas based on missed opportunities within your own program. Having a qualified outside agency analyze your online presence is recommended. An outside agency would have a fresh perspective and be able to provide you with objective feedback and new ideas to improve your efforts moving forward. The image below highlights some additional benefits of using an outside agency for your Audit.

Whether you’re ready for a better idea of how your Online Marketing is doing, you're finding it difficult to drive traffic to your site and convert qualified visitors, or you're unsatisfied with the lack of integration across your Online Marketing activities, E-Power Marketing can provide guidance with our strategic and customized Online Marketing Audit for your brand. We'll show you what you're doing right and what opportunities you may be missing out on, and then come up with a tailored strategy to help your brand grow. Contact the E-Power Marketing team to get started today!

Author Bio:
Kaitlynn Snyder - Assistant Manager, Online Advertising
I graduated from the University of Wisconsin - Oshkosh with a Bachelor of Business Administration, earning a double major in Marketing and Interactive Web Management (IWM) and an emphasis in Supply Chain Management. Certified in Google AdWords Search and Display Advertising as well as Google Analytics, my primary focus is on online advertising and web analytics. I work with clients to create targeted advertising campaigns that drive sales, increase online visibility and strengthen brand recognition. Follow me on Google+

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Thursday, August 28, 2014

       


According to Internet Live Stats, there are over 1 billion websites online. While many of these sites are not active, there is no denying that a website is a necessary business tool in 2014. With so many websites online, a brand's site can easily get lost in the shuffle. Making your website stand out and deliver results is ideal, but what exactly does that entail? Let's take a look at some of the basic and not-so-basic tasks your website should be doing for your brand.


  1. Tell your story – Your website is more than just a brochure for your products and services. Your website should educate visitors about your brand, illustrate how and why your company is an industry leader, highlight your unique selling points and allow the reader to establish a trusted connection with your brand.
  2. Steer the conversations – Your website should be focused on your business goals and tell visitors what you want them to do. Make it easy for your readers to understand how to purchase from or contact your company. If you're selling on your website, the ecommerce process should be optimized and easy to maneuver. Your content and design should be focused on the end goal.
  3. Attract visitors – Building an informative, user friendly, conversion focused website is one thing, but it needs to be optimized in order to start pulling in the traffic. SEO and Online Advertising are solid investments that can drive qualified traffic to your website and should be budgeted for accordingly.
  4. Work on any device – A user friendly, responsive design is vital in today's online world. Your website should perform for today's multiplatform-using consumer. Website bounce rates spike to 100% when a page takes 4 seconds or more to load. As 60 percent of Internet access is mostly mobile, making sure your website is equipped to handle traffic from all devices is key.
  5. Support a solid Content Marketing strategy – Fresh, unique content is still king, and your website should be designed to support new content on a regular basis. From the site design to the architecture of your information, your website should be able to easily integrate new content. Blogs and flexible navigation are crucial.
  6. Integrate your other marketing initiatives – A website is one piece of the marketing puzzle. Integrating your offline marketing messages, email campaigns, social media work and advertising calls to action is the best way to grow your brand.
  7. Look professional – A sleek, modern design that includes all necessary information and works across platforms is important. As more and more brands invest in their websites, a stagnant, outdated, aged website design puts your brand at a disadvantage.


Simply having a website online isn't enough in 2014, that website has to work for your brand. From an Online Marketing point of view, a large, content-rich website that is regularly updated and optimized for both search engines and the website visitor with integrated Social Media and Online Advertising support is considered a success. Does your website fit the bill? For more information, contact E-Power Marketing!

Author Bio:
Adrian Bredeson - Director, SEO and Social Media
I am an experienced Online Marketing specialist with a background in Public Relations, Psychology, and Organizational Communications. As Director, SEO and Social Media at E-Power Marketing, I specialize in organic Online Marketing and Social Media, as well as Branding, Content Strategy and Local Search Marketing. I am committed to working with and for my clients to achieve long lasting digital success. Since 2008, I have been part of the E-Power team, strategizing and implementing integrated Online Marketing programs that drive real results. I have earned certifications through both SEO College and Google Analytics. Follow me on Google+

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