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

       

Search Stats
Why worry about Search Marketing? Easy! 96% (yes, that's right 96%) of consumers worldwide indicated that they researched brands, products or services on the internet, and 89% of those relied on search engines to help make their purchasing decisions. (2012 Digital Influence Survey – Fleishman-Hillard and Harris Interactive) Every month there are BILLIONS of searches conducted. You simply cannot ignore those types of numbers.

All too often Search Marketing is put into its own little silo. Sometimes it gets to join other Paid, Social and Public Relations initiatives, but that's not always the case. Yet this is exactly where the problem lies. Search Marketing not only provides you success in the online world, but also can be fueled to maximize the effectiveness of your organization's complete Marketing strategy - All the way down to how products are named, categorized or even perceived.

Search Marketing data provides you with the information that lets you know exactly what your audience is searching for. What they are calling your product or a competitor's service, along with what other information they are looking for. By taking advantage of this research you can fine tune your Marketing strategy to match your audience.

Your search data now has become an essential tool for not only your Online Marketing campaigns but for your brand's Marketing strategy, your website redesign, your next product launch, your TV and print media, etc. Are consumers regularly searching for videos on your product? If yes, then you need to make sure YouTube and other video sharing programs are included in your marketing strategy. If potential customers are regularly doing comparisons of your product or service against competitors, create content targeting those searching related phrases to gain an advantage over your competition.

The power of Search is in how you use the data. Where else can you directly learn what your audience is searching for? Once you know what they are searching for, tailor your Marketing and Brand strategies to meet your audience's needs. Do that and your business can begin to take their Search Marketing program to the next level.



Author Bio:
Andrea Schultz - Vice President, Online Marketing
I have been working in online marketing for more than 12 years specializing in organic search engine optimization and social media marketing.  I graduated from the University of Wisconsin - Oshkosh with a Bachelor of Business Administration, majoring in both Marketing and Management Information Systems and completed certification in Advanced Search Engine Strategies from Search Engine Workshops LLC in 2004. I am certified in Search and Display Advertising with Google AdWords as well as a Google Analytics Qualified Individual. I look forward to discussing online marketing with everyone! Follow me on Google+

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Another year of SMX Advanced has come and gone. This year two of E-Power Marketing's team members attended the conference in Seattle and came back with a wealth of knowledge and ideas!

SMX Advanced is a two day conference specifically intended for experienced internet marketers. Industry experts from around the world share their advanced knowledge via Q&A sessions, presentations and networking opportunities. Various aspects of Search Engine Marketing are discussed, including Search Engine Optimization (SEO), Mobile Marketing, Local Search Marketing, Paid Advertising and Social Media Marketing.

This year I attended SMX Advanced and after the conference was over, I came back to the office with several pages of notes and thoughts. All of this information makes it difficult to list just a few of the conference's highlights, but here are five quick key takeaways:
  • During the You & A with Matt Cutts (head of the webspam team at Google) keynote presentation, Danny Sullivan (Founding Editor, Marketing Land and Search Engine Lane) asked Cutts to describe the future of search in one word, and Cutts answered, “Quality.”
  • Use your brand's Social Media to build brand awareness and nurture relationships, because relationships can't be automated!
  • Social Media changes, such as Facebook story bumping and recent algorithm updates, have proved that quality content > quantity of content. Quality is in the eye of the beholder, but content must be resourceful and interesting to make your visitors want to read and share it.
  • SEO is placing an emphasis on Search Experience Optimization. Now more than ever websites must be optimized to provide a good experience for the user.
  • Mobile is on the rise and is outpacing desktop. It’s important for your mobile site to provide an excellent UX, user experience, by optimizing it for things like fast page speed and not including flash, pop ups, sideways scrolling or tiny buttons.
Cutts (left) and Sullivan (right) during the You & A with Matt Cutts keynote.

It's clear that Online Marketing is a continuously growing and changing industry. The E-Power team attends conferences like SMX Advanced to keep up with these frequent changes so we can create successful Online Marketing programs for our clients. Are you looking to improve your brand's online visibility? Contact us today to learn more about the ways you could benefit from a partnership with E-Power! 


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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At E-Power Marketing, every client is presented with an Online Marketing report, typically on a monthly basis. Within these reports, we are able to highlight our successes and strategies for moving forward, check in with our clients on any questions we may have and identify opportunities for program improvement. Over the years, our reports have changed, as the industry has changed, client goals have changed, and our programs have changed. While the data and format has evolved, our commitment to providing our clients with information and updates hasn't changed. As an integrated Online Marketing agency, we are committed to open communication with our clients and transparency. As partners, we aim to execute results-oriented programs, as well as educate and empower our clients to understand what it is we are doing, and why it's working.

What To Look For in an Online Marketing Report
While every agency will deliver different reports, there are a number of basic topics that should be covered so that you know you are getting your money's worth from the program:

  • Traffic Data – Understanding how much traffic is coming to your website is important, your Online Marketing agency should also analyze this data to show you where the traffic is coming from, whether the traffic is converting and how the traffic is fluctuating, year to year.
  • Search Visibility – Measuring the search positions of specific key phrases has become less important as Google's algorithms have changed, however, a snapshot of a few of the most important key phrases to your program can and should be measured over time. This provides a snapshot of your website's visibility and overall health.
  • Conversion Reports – Tracking the conversions and leads generated by your website is important, and typically an easy process. Google Analytics, for example, provides in depth data. Tracking and analyzing this data in reports allows your agency to identify top performance, as well as where to focus their efforts for improvement.
  • Spending Reports - If you are engaged in any Online Advertising, your agency should be detailing out what was spent and how those budgets performed. Within a PPC report, you may be provided with cost/lead data, conversion data and click through rates, among other details.
  • Action Steps – A professional Online Marketing agency will always share with you the steps they've taken on your behalf, to improve your online presence. From details on SEO recommendations provided to technical issues that may need to be addressed, an Online Marketing report should help you understand what you're paying your agency for.

Online Marketing reports can and should differ, as they should be tailored to your programs unique goals and strategy. However, every program deserves a detailed, informative Online Marketing report that will outline your progress, next steps and more. This will not only hold your agency accountable, they should also provide you with the education and coaching necessary for you to understand what they are doing and how it's working. For more information on analytics and reporting, and what you should be expecting from your Online Marketing agency, contact E-Power Marketing today!

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