Campaign Design & Strategy

Optimizing For Mobile Marketing And The Benefits

Mobile Marketing is taking over the internet and it’s time for your company to jump on board. So how do companies do it? Responsive design is the backbone of a mobile friendly design and strategy. To start using mobile campaign, you’ll need to apply mobile design concepts to every aspect of any marketing strategy. And why do you need it? At this day and age, you have the ability to reach your clients in their element on their cell phones, long after they have have stepped away from TV’s and computers. Mobile marketing is the strongest aspect of big data and it’s time to start using it.

Landing Pages

Landing pages are psychologically one of the easiest ways to close a sale or convert a lead online. Now take that same logic and apply it to mobile marketing. If people are clicking on your ads online from their cell phones, they need to be routed to a mobile friendly page or site. When it comes to landing pages on mobile devices, you can ditch a lot of your design and stick to the bare bones for responsive layout. When it shrinks down there are only a few important aspects: a header with your logo, a phone number, and a form to fill out. Try and focus on those and you’ll see high conversions in your mobile marketing.

Forms

While many forms are small, they are not automatically responsive all the time. Mobile optimization for great marketing starts with a testing everything for mobile. You need to be sure about how it works from the users perspective. Keep in mind that long forms can be extremely difficult to fill out on a form so stick to the essentials for a truly mobile optimization.

Website

If your website is not responsive, it’s time for a new design. According to many web consultants 31-45% of your website traffic is generated through mobile devices. This means if your site doesn’t scale beautifully, you’re going to miss out on leads and fans. Keep a sleek design that is easy to navigate online for the ease of your clients. If you’re unsure of how your website fare on a phone, pull out yours and look now. The number one rule of understanding mobile marketing is testing it out for yourself. Look at your site on a mobile device and a tablet and keep notes on what is up to par and what could use some extra help.

Email

Emails need to be responsive because more than half your subscribers will check their emails on a mobile device. This means, if an email newsletter doesn’t render correctly or in a visually appealing way, you’re going to miss out on opportunities and potentially lose some of your followers. Optimization for mobile is an essential aspect of email marketing so ensure that your marketing firm or email designers really understand the task at hand. Emails can be condensed or stacked. Just remember that as some aspects shrink others may become larger so be cautious of buttons getting too big or written CTA’s getting to small and you’ll be set.

Facebook Ads

Advertising on social media has many options for mobile layouts. When you post an ad, places like Linkedin, Twitter, Google PPC, and Facebook will allow you to make an alternate for mobile views. Always utilize this option to really maximize on your adspend. If you don’t make a specific mobile ad, then these programs will try to make them for you with an automated program. We can guarantee it will never be as nice as if you make it intentionally. A little bit of extra time on responsive design will be worth it in leads when the time comes.

Apps

We are frequently asked by clients if they should offer a mobile option for their clients in the form of an app. This comes down to a few things. First, what industry are you in? Not all companies can benefit from an app. We encourage people in industries like insurance, retail, online sales, and entertainment to consider apps. However, if you’re selling something like solar or a non-profit service, there aren’t a whole lot of reasons to get an app. Another important thing to consider is how much you are willing to spend. You will need to make sure that your database, your website, and your app sync automatically. While you don’t need to spend a fortune, you’ll want to make sure the job is done right because a malfunctioning app can do damage to your online reputation fairly quickly. In any case, an app can be a very beneficial tool to you in mobile optimization.

To find out more about how to mobile optimize your marketing campaigns, contact us at Admail West today. We want to ensure excellent customer service and remarkable results in all your advertising.

Why Your Company Needs Our SEO Audit

SEO is the most affordable way to beat out the competition online but that doesn’t mean it comes easily. While you’re not paying for your rankings, it does take time and skill to get search engine optimization right. The vast amount of factors that go into a high ranking website need to be monitored daily and Admail West has just the solution. For all our clients, we offer an SEO audit that gives you a complete look at what your site is doing right and what could use a little more work.

Front Page of Google

Our SEO audit works with Google Analytics to see where your site pages rank with the rest. We upload a list of your most important keywords to our software and see where you fit locally and globally. This is a foolproof way to see if all your hard work on search engine optimization is paying off or not!

Content Ranking

Is your content keyword rich? Our software takes a dive into the layout, structure, and wording of your website. With Google’s readability test and keyword searcher, we can see just how many of your keywords are placed strategically.

Meta Detail Errors

When you have a massive website, it’s easy to lose track of what is up to new algorithm standards and what is not. Our software scans your site for any broken pages or coding and meta information that is too long/too short/or duplicates. This provides an excellent map to navigating and correcting site errors to improve organic rankings within just a few days. This feature alone is one of the most important reasons why you need our SEO audit.

Interested in an SEO audit? Contact the marketing experts at Admail West for yours today!

Email Marketing Metrics You Need To Know

Email marketing metrics tell marketers a lot about their audience and the effectiveness of their current campaigns. This guide will break down some of the tricky metrics that email software collects for your marketing campaigns and tell you how to respond to high and low numbers. Get improved email metrics today with our cheat sheet.

  1. Open Rate: This metric measures what percent of people opened your email compared to how many received it. The higher this number is the better your campaign did which generally indicated that not only did it pass spam tests, it had an enticing subject line.
  2. Bounce Rate: This is how many email contacts in your list rejected the email from their server. The goal is to make this number as low as possible. Bounce rate can be caused by poor design and subject lines that caused a server like Google or Outlook to reject the email. It can also be caused by out of date email address in your data. To improve, work on less salesy emails and clean your lists.
  3. Click Rate: The click rate is the percent of people who click on a button or link once you opened the email. The click rate is something you want to be as high as possible. If you get alot of clicks, then your calls to action were motivating and spot on. If not, it may be time for a new strategy. Also, be sure to look into which buttons received the most clicks to better ensure that your rate is higher in your next email campaign.
  4. Spam: This is how many people reported your email as spam. This is arguably one of the most important metrics in your campaign. Most email marketing software keeps tabs on how frequently you’re marked as spam. If the number is too high (regularly above 1%) your account could be suspended unless you can prove you are not sending spam. This is a good motivator to keep really clean data.
  5. Conversion Rate: This number may not always be tracked in your email software but instead on your lead capture platform. Whether it’s a landing page or ecommerce website, your conversion rate keeps track of how many people actually take action from your email. This could be signing up for more information, purchasing something off your list, or making a donation.

For more information about important email marketing metrics, contact the experts at Admail West. We specialize in lead generation and automated programs via email for a wide  variety of clients and industries.

What To Look For In A Qualified Digital Marketing Company

Online advertising is taking over the marketing world and with new forms of media available; the options are endless for choosing a digital marketing agency. When it comes to signing a contract for your lead generation and online reputation, it’s important to know what to look for in an agency or ad firm. There are four major qualities that can make or break your ROI, and considering them could save you countless dollars and hours, because we all know time is money.

#1 Data Driven Strategy Comes First

The most important way to distinguish the digital marketing pros from the novices is to look at their approach to your advertising. Data driven marketing matters because it not only brings high results, it generates more ideas for future campaigns. By taking the time to create an all inclusive strategy for your company, a digital marketing agency solidifies its chances of bringing in more leads, more impressions, and returns on marketing dollars. Every penny spent should be accounted for and considered carefully because no matter what industry you are in, companies work hard for their advertising spend. By considering the data and demographics available for your clientele, an advertising agency shows forethought and dedication to your project.

#2 Looks Matter

Another true mark of good advertising is when a company keeps creative minds in both writing and design on your projects. The language and overall look of a campaign is so essential to success that you could be generating double the leads with the help of a firm that takes it seriously. In a podcast by New York Designers called Design Matters, they dedicate time each week to developing ways for graphic designers to work more efficiently and more creatively. Design is the physical product your clients hold, the form they fill out to translate into a lead, and it’s your reputation. Digital Marketing Agencies that consider the look and feel of a campaign as essential are the ones you should trust with your online advertising efforts.

#3 They Know More Than You

Unless you’re a CMO or in marketing yourself, you never want to know more about marketing than your agency. Digital Marketing Agencies that know their stuff take the time teach you more about your own advertising and marketing in general. If you find that your sales rep doesn’t know what inbound marketing is and can’t tell you the difference between a click rate and conversion rate, you’re in trouble. Companies hire marketing agencies to know what they don’t so when you’re on the hunt, be sure to give your agency a pop quiz or two before signing the contract.

#4 They Value Reporting

Digital Marketing Agencies that have your best interest in mind practice with full disclosure. If you’re not receiving reports at least once a week, then there could be a breakdown in communication. A qualified digital marketing agency should have their own integrated reporting software that tells you about campaigns in-depth. Weekly reporting holds everyone to a higher standard of accountability and contributes to data driven marketing, which as mentioned above, is extremely important to results. Also, pro-tip, once you find that agency that’s just right for you; take some time to read the reports. You might notice trends and demographics you hadn’t seen before.

Recap: What to Look For In Digital Marketing Agency

Marketing contracts are expensive and though they frequently have great returns, there is a lot that goes into setting one agency above the rest. Remember that data driven marketing has proven to be the best time and time again. Read a recent study on why data is important. Similarly, that a well rounded campaign includes intelligent and experienced marketers who value accountability and design above the rest. If you keep those in mind the ROI will follow. To get an analysis on what type of digital marketing would work best for you; click here to contact an Admail West representative. We are a full service digital marketing agency.

The Basics of A/B Testing

A/B testing is an extremely powerful tool in online marketing. With digital marketing, companies can spend time honing in on exactly what language, colors, and offers work the best on each specific demographic. Creating version testing allows you to collect more data on your customers. This is exceptionally useful to companies exercising lean practices to grow. Every marketing attempt you make should tell you valuable information about your clients.

Visual A/B Testing

Many online marketing platforms allow you to run competitive campaigns against yourself. The benefit of this is that you can take two ideas that are similar with a small variation, or completely different, and see which gathers the best response. Places to do this include Facebook, landing pages, websites, and emails. It’s not surprising that certain colors, fonts, and wording work better for different industries. These visual cues can attract very different types of customers.

Language and Call To Action Variation

Another great way to A/B test is to switch up your language. You can do this by writing different offers on buttons, vouchers, and subject lines. Then you send to two different test batches and see which performs better before you run a large and expensive campaign. Getting the language right can inspire trust in customers which goes a long way in ROI.

Blind A/B Testing

With the help of a marketing expert, you can run a blind A/B test. What this means is that you take two landing page variants, or website variants, and run them at 50% intervals on random. This way half of your customers see one and half see the other. Then you gain analytics on what kind of people respond to each campaign. Keep in mind that it doesn’t need to be 50/50. You can run one more and one less. This kind of testing allows you to start fresh without any preconceived notions about what will work. Sometimes the greatest struggle for a marketer is to come up with new and fresh ideas without projecting past experience. A/B testing automates the new campaign model allowing you to learn more.

The Benefits of A/B Testing

While we could go on for days about the benefits of A/B testing. There are a few notable things that we feel just might sell you on the option. In the end, marketing is all about learning from your past experience and moving forward with the most information possible.

The Benefits of A/B Testing:

  • Test Colors and Images
  • Hone in on Gender and Demographic Differences
  • Increased Chance of Lead Generation
  • More Data. More Data. More Data.
  • Improved Strategy and ROI
  • Unique Information You Couldn’t Find Any Other Way

Platforms that A/B Testing Improves:

  • Web Design
  • Facebook and Social Media Ads
  • PPC
  • Landing Pages
  • Emails
  • Print Ads
  • Automated Processes

To find out more about how A/B testing could transform your marketing, email us at Admail West today!

Earning Consumer Trust Online

Due to less and less personal interaction between companies and their clients, it can be tricky learning how to earn consumer trust online. Unlike past advertising that drove clients to pick up the phone or come into a store to make purchasing decisions, people are spending more time making those decisions through the virtual world. How does your company build a trustworthy online reputation?

Tell The Truth To Consumers

One of the biggest mistakes we see is companies stretching the truth online. In the digital age, it only takes a few clicks of a button to fact check. What’s worse is that this can even perpetuate a negative reputation. But this is nothing to shy away from the internet over. Earning consumer trust online is about taking your best assets and putting them on display. Many ways of doing this are using real photos rather than stock photos, being open about your employees, and always following through with your promises. If your website says that you will return an inquiry in less than 24 hours, it’s important to do so.

Join The Conversation To Build Consumer Trust

Online directories are one of the biggest blessings of online marketing. Rather than word of mouth being completely out of your control, you can now be a part of what customers say about you online. If you’re receiving reviews on a site like Yelp or Google Places, respond to them. Consumer trust is built through conversation. Say thank you for the good reviews and respond, quickly, to the bad ones. If you are actively seeking to build a reputation of good work, this comes with taking credit for the positive alongside the negative.

Consumers Trust Recent Updates

Your online portfolio of photos, services, and products need to be represented online with reliable frequency. By keeping new accomplishments and reviews listed online, you show consumers that you are relevant and available. Build consumer trust by being active on social media, your blog, and emails. Consumer trust in E-commerce is built by making sure everything looks and runs smoothly. Letting your website or social media fall inactive communicates negligence even when you’re the most trustworthy and reliable vendor in your field.

While you can get bogged down with the large marketing mediums available online, building consumer trust comes easily when your organization is intentional and active. A marketing agency, like Admail West, can help your company stay on top of both lead management, growth and your online reputation.

Trick or Treat- Three Tricks For Lead Generation

While you may have a killer social media campaign, every company’s end goal is lead generation. Simple awareness and engagement doesn’t always translate to financial gain. With modern digital marketing we know that media awareness can be harnessed into extremely powerful leads, you just have to know how. In the following steps, you’ll see how insider secretes can transform your digital marketing into your largest producer of leads.

Trick #3

The Twofold Call To Action. With social media lead generation, you’ll often find that you have the potential to encourage interaction within a post online. Something many people struggle with is the decision to call for either a lead conversion or a social engagement conversion. The secret is to have both. Always. Make a post that is visually appealing and in the text call your readers to first “like” or “share” your post. Then include a link to the page you really want them to follow. It’s so simple but we guarantee you’ll see the leads pile up.

Trick #2

Give Your Followers A Reason. Want to convert leads now? Stop using gimmicks like “free quote” or “the best around”. Alone, those phrases lack the ability to capture attention and encourage your site visitors to fill out a form instantly. Make it an immediate need. Warn your prospects on the dangers of going without your service. Or tell them they can have a free quote or free sample, if they fill out the form before a set time and date. Creating urgency with a persuasive invitation can take you a long way.

Trick #1

Use A Landing Page. Want leads now? Stop directing your ads to your homepage. That is the biggest mistake in online marketing, and we see it all the time. When someone clicks on an ad, offer, or social media posting, they want to be taken to relevant content right away. Frequently your homepage will be a blanket summary of services and products rather than immediate information about your offer. Landing pages make it hard to navigate away and promote a higher amount of form submissions.

Bonus Trick

Hiring a team like Admail West allows your business to have access to tons of resources and experts in each faucet of marketing. Allow us to develop your marketing and watch the lead generation soar.

How To Perfect Your Target Audience On Social Media

The key to strong social media posts is getting the right target audience before spending a large sum on adspend. That is why testing your ads is one of the essential parts of the Admail West on boarding process for clients. So how do we do it? Getting the right target audience is a several step process. It requires a certain amount of dedication and time rather than the need for instant results. For all of you looking to get your marketing demographics down, let’s break down one of our proven methods.

Design.

The first thing you do before spending a single penny is get some design concepts. This is a great group activity. Take some time with your online marketing team to brainstorm 3 or 4 unique looks for an ad or Facebook post. Include a tagline or inspirational quote, these tend to be compelling. Similarly, use your logo to brand your post.

Pro Tip- Avoid stock photos if possible. Using a real company photo or holding a photo shoot is more appealing to any target audience.

Content.

Next define your goal and then shape content around your offer. Are you looking for leads or interaction? Write your content 3 or 4 different ways and then associate it with an appropriate graphic.

Pro Tip-  Think about who you are talking to or who you would like to be your clients and shape your content around that.

Testing.

Start with a small budget for each sample ad. $20 per ad should be plenty. Then for each ad try a different age group, company keywords, and think of activities or interests that your prospects may also enjoy. Then watch what happens over a 2 day period.

Pro Tip- Spend plenty of time looking at your data before you define you target audience.

Overview of Defining Your Target Audience

Demographic marketing in the digital sphere is more advanced and honed in than ever. Marketing can be made simple on social media. Facebook is an extremely powerful tool to put you right in front of your potential consumers. With the right target audience, your company could experience its strongest ROI.

Why You Need Google Analytics

At an advertising firm, we are frequently asked for in depth analysis of who visits what page of a site and for how long. When it comes to improving your ad efforts, the only real tool that can shape a fantastic strategy is strong analytics. Google Analytics, one of the many Google Webmaster tools, is the best reporting source and surprisingly, it’s free. That means there is no reason to skip on Google Analytics if you have a website.

How to Install Google Analytics

Installing Google Analytics depends upon your content management system. If your site is held on Wordpress, then there are two places to check. First, look in your theme. There should be a tracking code section. Or if it does not have a section, download a Google powered plug-in. After about 2 hours you will then be able to login to Google Analytics and see all sorts of information about you website.

The Benefits of Google Analytics

Using GA provides you and your marketers with power insights into the patterns of consumers and their interaction with your site. The benefits are tri-fold in the ways they improve your productivity. First of all, you can understand you traffic and patterns. This allows you to tailor your website experience to the users to maximize lead count. Next, Google Analytics allows you to understand which keywords really work for your site. This means better rankings, improved content strategy, and more pointed coding. Finally, it shows you how long people stay on each page and where they usually leave. It’s a microscopic look into your website that gives you the ability to make educated and calculated changes to marketing strategy.

What Admail West Does with Google Analytics?

Well, as we have a wide variety of marketing specialists at our disposal, we create reports and strategies for clients with the utmost care and precision. Our analysts are able to understand your Google Analytics and manipulate your site based off daily results. We use Google analytics because data processing is an important part of our daily work.  If you are interested in detailed reporting or a free preliminary online presence analysis, contact us today!

Content Matters

So you decided to start your marketing campaign with asocial media presence. That’s great! You created a Facebook for your business. You already have 20 likes? That’s awesome! Maybe you also added a twitter account and a blog. So how do you keep attention on your profiles? With good content.

Content includes all the pictures, comments, blog posts, artwork, or music that you post online. The content quality is important. Nobody wants to read generic blog posts.And nobody will read boring blog posts that just list your companies name over and over in hopes of increasing said companies presence in search results. In fact, Google is aware of this tactic. Using it will result in your website being exiled to the frozen tundra that is the back pages of the search results.

So how do you fill the need for fresh content in a cost and time effective manner? The easy solution is pictures, as mentioned in the previous post.Pictures with brief captions can say more, more efficiently than a blog post that you probably didn't want to write in the first place. People respond well to pictures and they are easy.

But pictures aren't enough for most online profiles and websites. Sometimes written content is needed. If you need quality copy,blog articles, or emails written but you don’t have the time, hiring writers for your content is viable option. Admail West can help your business with any of these services and more. Find out more about us from our websitewww.admailwest.com or contact us through any option.

Defining Target Audience

When it comes to selling, defining your target audience is essential to success. Most products fall into a niche market and are only appealing to select people. At Admail West, we spend so much time looking at data to better understand what makes your target audience so special. Then, we market to those qualities. This strategy provides excellent results, every time.

Let’s say you are in the solar panel industry. Your company installs and services solar panels on residential properties. This example is easy enough to figure out the target. The target audience is homeowners. However, targeting more affluent homeowners with larger electricity bills is an even better target market. The question is then what is the process for defining your target audience?

Consider the following:

1)       Creating a profile for different types of potential customers

2)      Determining where the audience is. (This pertains to where they are geographically but more so where they are ‘media wise’.)

3)     Researching past success of other competitor companies

4)     Looking at the profiles of people who have purchased product from you in the past

5)     Establishing behaviors of purchasing clients through campaign analytics

Start with the small stuff, like location. For example, it’s dark in Norway for half the year, so we aren't going to market solar panels to them. Sorry Norway. If you are thinking Geographically, maybe focus on sunny areas like San Diego. See it's not so hard defining target audience for your company?

It’s fair to assume that there is at least one computer in any of the target households and it is possible, if not probable, that at least one head of the household is using social media. Unless you are targeting a much older demographic, you target audience is primarily online.

Choose a Way to Reach Your Target Audience

PPC or Pay per Click advertising, are the ads presented at the top and sides of your Google search results. They are triggered by certain search terms. Homeowners searching something like ‘saving energy’ or ‘green technology’ may see PPC ads for solar companies or energy saving appliances. This is an effective means of targeting and advertising to a specific group of people.

Most people have some means of social media to stay connected. Once you have a target audience, try and reach them through ad campaigns. Facebook is great way to target certain demographics and they have their own advertising similar to PPC. An ad you place with Facebook would be presented to certain homeowners based on their age, profile content and search history. After that it is hopefully being clicked on by homeowners who are interested in your product or services.

Anything else we can assume about homeowners? They have mail boxes. Purchasing a mailing list of a specific demographic, and sending out direct mail is a great way to market your business.

Admail West creates custom marketing strategies and is an awesome direct mail service. We have created successful marketing campaigns for all types of businesses. If you’re looking to increase marketing efforts for your business, contact our team at Admail West and find out how we can help you find and reach your target audience.

Getting Past Online Marketing Failures

Online marketing, even with trial and error, is an excellent way to gain newfound success. With older companies, the switch to online marketing requires strategy and time.  Frequently, a misstep can discourage companies from continuing online marketing. However, with expert help at setting realistic goals and a redefinition of progress, your company can succeed easier than you ever imagined. Online marketing is a great way to propel your company into the future and solidify the newer generation of consumers as your loyal clients.  What Admail West loves is that even an online marketing “failure” can be re-evaluated and turned into that thing that brings your next big success.

Online Marketing Failures Turned to Successes

Social Media Marketing

This occurs often in small businesses. An owner attempts a social mediamarketing which costs much more in time than the revenue it generates. While some business owners would quit here, we find this to be the best opportunity to step in. Failure is data, and data is a better understanding of your customers' behaviors. In marketing, there are no failures, there is only more information. Taking into consideration what does not work allows you to hone in on the science of what does. With the right understanding of your information, your social media will become a powerful tool. It doesn't matter than it hasn't worked in the past.

PPC Advertising Gone Stale

PPC ad campaigns that failed often turn business owners off of integrated marketing. However, behind every single PPC campaign is a wide variety of data that Google stores. That information allows experts to create a strategy for you that not only boosts PPC response, but also flows into all forms of your online marketing. You'll never see a lack of leads or low click rate as failure. See it as data for the best strategy for your next time around.

The Grass Is Greener

There is great opportunity in our failures. We just have to look clearly, looking back at them and investigating what went on will narrow down your strategy till it’s spot on. Our team at Admail West can help you analyze past online marketing and devise a plan for your next marketing campaign. In reality, knowledge is power. Every attempt is one step closer to success.

Contact us today for an online marketing audit. We can help!