Googles Big Mobile Update

Is your Business Ready for Google’s Big Mobile Update?

Google is constantly rolling out new algorithms that affect website rankings and they have now included ‘mobile-friendliness’ as a ranking factor in response to the growth of searches performed on mobile/tablet devices.

What does this mean for your Website?

If your website is not readable on smartphones and other mobile devices it risks being penalised or down-ranked.

From 21 April 2015, responsive websites will benefit from the mobile-friendly algorithm update after Google has crawled their site and noted the change.

If you want to get your website smartphone optimised and multiple-device friendly, then you may have to have your website rebuilt. However, you should consider this as a critical investment in your website and not as a cost. Traffic to websites from smartphones and tablet computers is increasing to high levels, doubling year-on-year.

Here at Cre8ive, we specialise in websites that are optimised for mobile devices using Responsive Design. Contact us if you are concerned about your site Email or phone 03 474 1075.

Is your site mobile-friendly? You can check here: mobile friendly website check

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What Mistakes are you Making in your Headlines?

Only a small percentage of viewers will read your blog post or article. As our time is scarce, we only want to invest in articles that will bring value to our lives  - personal or business. In order to get the viewer to click on your tweet, Facebook post or link from a search, follow these nine guidelines to increase your click-through-rate.

  1. Plan Your Headline: this is where the majority of your time writing the blog should be spent. Ensure it will resonate with your target market.
  2. Quality not Quantity: Focus on value rather than length.
  3. Use numbers: Headlines containing numbers tend to outperform other types of headlines. Use a low number to illustrate a concise blog or a higher one to emphasis an in-depth article. Oddly, odd numbers.
  4. Build a list of interesting adjectives such as Effortless Painstaking Incredible Essential Strange which will help grab the reader’s attention
  5. Try to create original content and use case studies and data to help illustrate your points.
  6. Experiment with trigger words such as: what, why, how, or when. But don’t use a number with a trigger word. Using action words (verbs) is also a good tactic.
  7. Arouse Curiosity: Headlines with questions can be effective but never to ask a question that your reader can answer “no“ to. Similarly, if you answer the question in the headline, there is no need for people to read the article!
  8. Made a valuable promise: what the reader will learn in only a few minutes that will be incredible useful?
  9. Say NO to Positive Superlatives: A study by Outbrain found the average click through rate on headlines containing negative superlatives such as “never” or “worst,” surprisingly performed 63% better than those containing positives, like “always” or “best”. It also showed that having a positive superlative under-performed compared to no superlative at all. Words such as best, fastest, cheapest have been overused causing readers to switch off. However, negative terms are more likely to interpreted as authentic and genuine.

The headline is your showstopper – get this right and your article will actually be read and hopefully shared!

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Get Ready for the latest Facebook Changes for Business Pages

Facebook introduces new features and updates on a regular basis and it's hard to keep up. However, here are some key changes you should be aware of:

  1. The design layout of all business pages is changing:

    Existing
    Current Facebook Business Layout

    will become
    New Facebook Business Page Layout

    Be prepared for these changes that will happen within the next few months.

  2. Improving Ad Performance with the Carousel Format for Images
    Last year, Facebook began to roll out the carousel format for Facebook ads, which let advertisers showcase multiple images and links in one ad. Since then, Facebook has reported that advertisers have seen carousel link ads drive 30-50% lower cost-per-conversion than single-image link ads.

    Advertisers can display 3-5 images with separate links and Facebook believes that the carousel format is attention-grabbing and helpful for both direct response and brand awareness marketing.
    Within this single advert you can direct people to specific locations on your website.

    Facebook Carousel Ad

    Tip: Your imagery should always look high-quality – keep to image sizes and text length:
    • Recommended image size: 600 x 600 pixels
    • Image ratio: 1:1
    • Text: 90 characters
    • Headline: 40 characters
    • Link description: 20 characters

    Be careful when adding text to your post images as you cannot have more than 20% text. See how much text is on your image.

  3. Facebook Mobile Version Call to Action Button
  4. The Call-to-Action mobile button changed
    The mobile version of your Facebook Page now has a Call-to-Action (CTA) button directly under the page cover image. It is now bigger, brighter and more prominent.
    You can either have a link to your website or you can add a ‘call button’. The downside of this improvement is that once you add the phone option, the desktop version of your Facebook page does not have a ‘Contact Us’ CTA anymore. The Website Button is shown on all devices however. We have created a guide on how to set up your call to action.

     

    The two Desktop Versions:

    - Website Link included

    Facebook Call to Action Website Link

    - When you add the phone number, the link disappears

    Facebook Desktop Call Now Website Link Disappears

  5. Facebook Shop and Service Section

  6. New Shop & Service Sections
    Facebook rolled out two new sections for every business mobile page.
    The Shop section helps retail businesses bring their products to the forefront of their Page, while the new Services section enables service businesses to showcase their offerings at the top of their Page. For example, a spa can add their services menu to their Page or highlight the line of products they sell, helping people get to know their business faster.
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How Google’s Updated Search will Impact your Business

Earlier in 2015 Google updated local search results so that only three local businesses are highlighted instead of seven.

The search has been redesigned to align with the mobile user interface:

Google Search Location shows 3

The obvious impact will be less phone calls and sales for those businesses that appear lower than the third position but improve business for the top 3 leading companies.

Google's Updated Search - What has changed:

• Only 3 local listings are visible
• Local listings have higher priority and listed at the top of the page below paid listings
• The map is larger and focused to your location (example above: Dunedin)
• Opening times are listed
• Button for Google Maps Directions has been added
• While browsing in a mobile device there is a Call-Button instead of the actual phone number, which can be seen on the desktop
• Google+ has been removed
• Branded anchor-text of URL has been replaced with ‘Website’

By clicking into the map or on the “more” button, all Google My Business listings can still be found but are much less visible compared to Google’s page one.

How can you improve your Google listing?

To improve your local listing it’s very important to ensure that your Google My Business (GMB) page is fully optimised. This means ensuring you have completed all information fields such as opening hours, a description, location on Google Maps, contact details and so on. You must also ensure you have verified your account.

Google My Business completed

If you have been affected by the recent update or if you are having difficulties with setting up your Google My Business account, please get in touch with us as we are happy to assist.
Give us a call on 03 474 1075 or email cre8ive@cre8ive.co.nz

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What is Online Marketing?

What does Online Marketing really mean? Watch this short video which provides an easy to understand overview.

Simply put, online marketing refers to using internet promotion to generate a response from your clients. It is a combination of activities used to increase website traffic and search engine rankings. Online marketing encompasses Search Engine Optimisation, Search Engine Marketing, Internet Marketing, Social Media, Inbound & Content Marketing and Remarketing. Given the prevalence of online searches, all businesses should include some online marketing in their marketing mix.

We understand the challenges involved for Business Owners and Managers to judge which digital tools will yield the best results to market your business and drive sales. Cre8ive is a digital media specialist where we advise clients on the most effective way to spend their marketing budgets. Give us a call 03 474 1075 or email if you would like to know more.

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Which Marketing Channels Get Results?

From email marketing, trade shows, PR to Search Engine Optimisation (SEO), marketers invest in numerous channels to find and engage with prospective customers.

The 2015 survey conducted by Pipeline Marketing includes responses from 370 marketers, the majority of whom come from the B2B marketing space. They come from large and small companies in a wide variety of industries. Respondents were asked to select their top marketing channels and then asked to identify the channel that had the greatest revenue impact. We can see from the graphs below that the top three channels employed are email (nearly 83%), followed closely by content marketing and SEO.

Marketing Channels Used to Generate Demand

Marketing-Channels-Used-Generate-Demand

Channels with the Greatest Impact on Revenue

Channels-Greatest-Impact-on-Revenue

 

To view full PDF: State of Pipeline Marketing How B2B Marketers Drive Growth

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12 Social Media Tips for Christmas Promotion

As the countdown to Christmas is on, now is the perfect time to really ramp up your social media marketing efforts with the goal to see a spike in revenue with our 12 social media tips for Christmas promotion.

    1. Establish your Goals
      How can you measure your success if you don't know what you want to achieve? Examples of goals might be to increase sales, increase volume of website traffic or have more newsletter sign ups. Use website statistics such as Google Analytics and Facebook Insights to measure the effectiveness of your campaign.
    2. Create a Content Calendar
      Reduce stress and errors by preparing in advance your content and when it will go live.
      Begin with key dates, special offers and events you may have planned etc. There is no right or wrong answer as to when to post or how much to post but establishing a regular cadence that your audience can come to rely on is a great start. However in saying that, an indication for Students is not to post on Friday/Saturday as they don't tend to be on Facebook as much then.
    3. Try Facebook advertising
      Did you know that only 2% of your fans will see your posts on Facebook? As a low cost way to increase your audience reach you should experiment with Facebook ads.
      This highly targeted form of advertising is an ideal way to ensure important posts are seen by your fans or others in your target market.
      Each ad you create, you can choose how much you want to bid to have your ad shown to your target audience as well as the option between cost per click (CPC) or cost per 1000 impressions (CPM). Budget control is completely at your discretion.
      To give you an idea of what you might pay, Statista reports that in Q3 of 2014, ecommerce businesses saw an average cost per click of $US 0.49 on Facebook.
    4. Don't forget Twitter
      If your target market uses Twitter, then it will be just as important as Facebook for building an engaged audience.Zaggora, a fitness wear brand, held a contest on Twitter for Christmas. They asked followers to post a hilarious photo showing off their Christmas gifts.
      Entry criteria was simple: use the #zaggora hashtag to enter. The winner received a selection of Zaggora fitness clothes. It was a very simple yet successful campaign for them, increasing their brand and product visibility.

      Zaggora Twitter Marketing Christmas

      Last year there were over 282 million Tweets from around the world about holiday shopping. The Twitter Business Blog contains some interesting stats for the upcoming holiday season:

      Twitter Business Blog Sales

      of Twitter users are likely to purchase something from a small business they follow on Twitter

       

       

      Twitter Business Blog Engagement

      of Twitter users are likely to Tweet about their holiday purchases

       

       

      Twitter Business Blog Discovery

      of Twitter users are planning to use Twitter for holiday shopping

 

 

    1. Follow the 80/20 Rule
 of social media posting
      Ensure that 80% of your tweets/posts drive interaction and offer value to your followers. The other 20% use for direct offers or ‘selling’ type messages. Facebook is cracking down on 'overly promotional' organic posts so if you post too often "Buy now", "Join now", "Sale on now" and so on, less and less of your fans will see these messages. Read our article about overly promotional posts.
    2. Get Creative with your Imagery
      Attract interest by creating customised Christmas cover images/backgrounds/post images for each social media platform.
Social-Media-Facebook-Cre8ive
  1. Give Tips for Christmas that are tailored to your audience
    Try to focus on providing some genuinely helpful information such as weather forecasts, gift ideas, travel tips and Christmas recipes. Find a way to tie these themes into your business and promoting your product and how it can be used during the festive season.See this example from Thermomix, which produces a multi-function kitchen aid, where they created a festive drink to promote their product without actually mentioning it or any reference to purchasing.

    Thermomix Austria Facebook Holiday related Post

  2. Respond Rapidly
    Gone are the days of getting back to your clients in 24 hours. Today you’ve got to make every effort to get back to them within 1-2 hours - this applies not just to email but to social media messages as well.
  3. Different demographic groups use different social media platforms
    Adjust your posts/tweets and imagery for each individual platform and target market. What works in Facebook may not work in Twitter.
  4. Run a contest
    Creating a contest is a great way to engage your audience and generate content on your social media site; incentivise your target market to sign up to your database by offering a prize or deal.Poingdestres Facebook Christmas Cover Image
  5. Create a Facebook App
    To make your e-mail audience bigger, create a Facebook App and encourage your visitors to sign up there. You can also promote special deals and offers through this tool.
  6. Back in Motion Facebook App
  7. Drive Traffic
    Most important of all, use Social Media to drive traffic to your website. When posting or tweeting include a link back to your website, when relevant.

If you need assistance with your social media marketing whether it be planning content ideas or Christmas imagery, please call 
03 474 1075 or email Philippa.

 

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Case Study: Coca-Cola’s ‘Share a Coke’ Campaign

Goal: increase market share by targeting teens and young adults

Wendy Clark, President of Strategic Marketing at Coca-Cola, says that this most of this target market is self-obsessed and that if they like their image, they like their name second most which became the foundation of their "Share a Coke" campaign, which ran last year and is now repeating in 2015 due to its success.

This popular advertising promotion involves printing first names (1,000) on 20-ounce bottles of Coke, Diet Coke and Coke Zero.  For people with less common names, Coke is offering the chance to order a custom bottle online with a name or personal message.

The goal is to encourage Coke drinkers to share pictures of themselves and their "Share a Coke" bottles on social media. "We can't wait to see how fans share their amazing stories again this year - in real life and through social media," said Jennifer Healan, a marketing director at Coke. And the sharing has begun - check out the Share a Coke Gallery

Share-a-coke
 

The success of Coca-Cola's "Share a Coke" campaign inspired brand fans across the world to re-engage with the most popular soft drink of all time. Wendy Clark said this of Coca-Cola's dedication to mobile:
"Mobile is at the core of everything we're doing. If we can't make a story work on a 4-inch-by-2-inch screen, then it doesn't work and it doesn't go further."

Coca-Cola recognised that people would turn to mobile to find their own customised Coke. Wendy Clark reveals in this video how "Share a Coke" inspired consumers to take action and how Coca-Cola was there for them on mobile.

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Google Recommendations for SEO

Google recommends the following to get better rankings in their search engine:

  • Make pages primarily for users, not for search engines.
  • Don’t deceive your users.
  • Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
  • Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  • Make sure that your <title> elements and ALT attributes are descriptive and accurate. Eg when uploading an image of a skirt include words to describe it such as “a knee-length, navy skirt made from velvet”
  • Use keywords to create descriptive title tags.
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