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

       


Social media savvies have spoken, and Facebook has responded. Starting in January 2015, Facebook will be changing what types of content will be appearing on News Feeds from businesses. The following types of posts will no longer show up, based on Facebook user feedback:
  • Posts that solely push people to buy a product or install an app 
  • Posts that push people to enter promotions and sweepstakes with no real context 
  • Posts that reuse the exact same content from ads 
Although your business might not be affected by these changes, it’s important to adapt and reevaluate your Social content to be better optimized for what Facebook, and more importantly, your target audience, wants to see.

Focus on quality, brand, and message
The purpose of Facebook’s News Feed changes is to meet the demands of their users by offering them content that they care about most and filtering out the content that’s taking up space. It’s important that businesses rework their Social objectives and develop content that fits their brand’s message in a creative, engaging way for their customers so that their content is as optimized as possible on Facebook.

Avoid sounding like an advertiser with organic content
Refrain from sounding like an advertiser when generating organic content: that’s what paid Facebook advertising is for. Facebook users would much rather have content that they can be interactive with via likes, comments, or share. Because of this preference by users, advertisement-like content will no longer gain as much visibility as it used to. If you want a higher organic reach, you’ll have to approach content strategy from different, more creative angles.

Utilize paid Facebook advertising when needed 
Advertising an event or contest on Facebook is still an effective tool: Facebook just wants you to pay for it. Facebook advertising allows for audience targeting, a tool to help your business reach the customers that it wants to.

Develop content that’s engaging and creative 
If your business is already successfully developing content that generates high engagement among your target audience, then these News Feed changes won’t affect anything. Either way, it’s important to reevaluate the focus of your business’s social media objectives on developing content that people would like to see and engage with; otherwise you won’t be reaching your target audience.

Facebook is a constantly evolving social media platform, so it’s important that your business is ready to adapt to any changes that may arise. If you need help with your brand’s social media marketing objectives, don’t hesitate to contact E-Power’s specialists today. We will support your business by developing and promoting valuable content, and using Facebook and other Social communities in the most effective way possible for your business success.

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Tuesday, December 9, 2014

       

It was another big year for Google AdWords! The Online Advertising platform continued to roll out major changes and upgrades that had significant impacts on Search and Display Advertising. With the New Year just around the corner, we're looking back at some of the biggest changes of 2014.
  1. Website Call Conversions - In August, Google rolled out Website Call Conversions, which allow you to track phone calls that occur on your website after an ad click. With a simple code addition, a Google forwarding number will be dynamically inserted onto your website when a visitor arrives via a text or banner advertisement. You'll then be able to track the keywords and ads that are generating the most calls from your website, along with additional details like caller area code and phone call duration.

    This was a long awaited tracking capability for Google AdWords account managers. Many websites drive a high number of phone calls that we previously weren't able to track without 3rd party tools in place. AdWords now makes it simple and easy to track phone calls and optimize your program for phone call leads.

  2. Increased Focus on Ad Extensions - Last year Google AdWords announced that Ad Extensions would play a key role in determining Quality Score. Since that announcement, Google has continued to put an increased emphasis on including ad extensions with text ads. A couple of new formats were rolled out this year, including Callout Extensions and Dynamic Sitelinks.

    Dynamic Sitelinks, announced in July, are similar to traditional Sitelink Extensions except that they're automatically generated and displayed beneath your text ads. Dynamic Sitelinks are displayed based on an individual's recent search trends. As of now, these Sitelinks are free, so advertisers won't be charged for link clicks.

    Callout Extensions were introduced in September and give advertisers the opportunity to showcase unique selling propositions and special offers with their text ads. Callouts are similar to Sitelink Extensions, but without links; therefore, unique Landing Pages aren't required.

    Source: http://adwords.blogspot.com/2014/09/call-out-what-matters-most-to-your.htm


  3. Flexible Conversion Counting - Early in 2014, Google launched an improved way to count conversions. The change is primarily beneficial to advertisers who track both online sales and lead generation, allowing them to assign different conversion settings and values for each. Advertisers are now able to count all sales and unique leads, which provides a more accurate conversion number.

    "Conversions One-per-Click" and "Conversions Many-per-Click" were replaced with "Converted Clicks" and "Conversions" with this rollout.

    The visual below, released by Google AdWords, provides a great explanation of the capabilities this rollout offers.
    Source: http://adwords.blogspot.com/2014/02/a-new-way-to-count-conversions-in.html


  4. Heavy Google Shopping Push - Product Listing Ads (PLAs) and Google Shopping campaigns have seen some significant changes over the past several years, and 2014 proved to be no different. Since announcing the removal of free PLAs in 2012 and transitioning to Google Shopping, Google has continued to make regular updates to improve the platform for both advertisers and shoppers.

    Early this year, Google rolled out Shopping campaigns for all advertisers and released AdWords API support to manage Shopping campaigns at scale. In August, Google completely retired the Product Listing Ad campaign type and required all advertisers to upgrade to Shopping campaigns. The upgraded Shopping campaigns allow for more flexibility in organizing products as well as bulk upload options and AdWords Editor support.

What are your 2015 Online Advertising goals? Whether you're looking to improve and build upon your current efforts or get a new program in place, we've got the experts to help! Contact us to discuss your 2015 plans and learn how we can work with your team to take your Online Marketing program to the next level!

Author Bio
Ellie Burgau - Manager, Online Advertising
As the manager of Online Advertising at E-Power Marketing, I specialize in the areas of Pay Per Click Advertising, Remarketing, Conversion Rate Optimization and Web Analytics. By utilizing several areas of Online Advertising, I am able to help clients increase their online visibility, boost profits, and build their brand image. Since 2011, I have been working clients to develop and implement successful Online Marketing programs that deliver positive results. I am certified in Search and Display Advertising with Google AdWords and am a Google Analytics Qualified Individual. I graduated from the University of Wisconsin - Oshkosh with a Bachelor of Business Administration, majoring in Marketing and emphasizing in Web Presence Management. Follow me on Google+

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In a previous Blog post, I wrote about what Social Media customer service is and why it's necessary for your brand. But now the holidays are just around the corner, along with Black Friday, one of the biggest shopping days of the year. Holiday shopping stats from CMO estimate that total holiday season sales for retail in 2014 are expected to reach $863 billion, up from $822 billion last year. More sales mean it's time to bump up your Social customer service to a higher level during the holidays. 

Recently I tuned in to a Twitter and SproutSocial #SmallGoesBig webinar, Effective Social Customer Care for the Holidays. The webinar provided some great stats and insight as to why Social customer service is so important during this time of year, along with recommended ways to deal with customers on Social. Here are some of the takeaways, along with why these extra holiday efforts will benefit your brand as a whole.

Source: Twitter & SproutSocial #SmallGoesBig Webinar: Effective Social Customer Care for the Holidays

Be Prepared 
During the holidays, shoppers will turn to Social to ask more questions than normal. For this reason, it’s a good idea to take the time to compile a list of questions your customers have asked in the past as well as questions you think they may ask. Think about questions that may arise based on your holiday sales, shipping times, limited time items, and so on. Have answers for you and your Social team ready to reply for when consumers ask those questions so response time can be quick and customers can be happy!

Be Responsive 
Positive Buzz: People sharing a positive experience or message about your brand on Social Media is a powerful thing. CMO’s holiday shopping stats reported that 50% of sales will somehow be influenced by digital interaction, such as browsing online. Seeing positive reviews and experiences with a brand helps build a consumer's trust, which is why it’s important for your brand to show its appreciation. Take the time to RT, Like, Share or engage with the positive buzz in some way. 

Negative Buzz: Think you can just ignore negative feedback that comes your brand's way? Think again! An Econsultancy study reported 72% of customers expect complaints on Twitter to be answered within an hour. Ignoring negative buzz or feedback about your brand is out of the question. Polite, timely responses are what are required to turn a negative brand experience into a positive one.


Be A Human 
People reach out to a brand's Social channels for many reasons; to voice their opinions about your brand or products, to share a positive experience, general inquiries, or to share negative experiences. What's important to remember is the old saying, "The customer is always right." Whether you're dealing with a happy or angry customer, always remember that even though you're online, you're dealing with a person. People are reaching out to your brand's Social channel for a reason, so be human and deliver the most positive customer service experience possible to turn them into repeat buyers.

Whether they're positive or negative, don't let your customer's Posts and Tweets to your brand go unanswered! Contact our team of Social Media Marketing professionals and we’ll help your brand cruise through the holidays.

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! Follow me on Google+

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