The Importance of Integrated Marketing

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This concept is about carefully combining and coordinating your marketing efforts to deliver a consistent and compelling message about your organisation and products/services. The challenge is ensuring consistency and uniformity across the many media channels available. And importantly, it has to not only be simple for the target audience to connect with and understand, but it also has to work in the marketplace. In an already saturated and cluttered environment of media and advertising, success requires more than ‘throwing darts’ at individual communication avenues. In an integrated campaign, advertisements, direct mail, PR, online marketing, and all other aspects of the campaign must be consistent in message and approach. The goal is to achieve a seamless communication with your target markets that ripples through the re-determined variety of channels. But for an integrated campaign to be great, it takes more than just consistent messaging across the board. A truly excellent integrated campaign takes the multi-platform approach to the next level by using each channel to feed into a complete and encompassing story.

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Social Media & SEO

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Digital marketing is critical to business now days. We know that when customers are looking to purchase their initial search will be an online one. Search engine optimisation is essential for customers to find your organisation, which is the art and science of getting your website ranking high enough to be noticed in web searches.

Search engine algorithms rank web pages based on numerous factors (over 200 that we know of). Most understand that relevancy and authority are critical for your site to rank well but did you realise that social media is playing an increasingly important role?

In the past couple of years, though, social media marketing, which means engaging with customers on sites like Facebook and Twitter, has grown in importance. Social media interaction done right has the power not only to drive traffic to a website, but also to change the public perception of a brand and to win fans who will recommend a product to their friends.

More and more, search engines are incorporating social context into their search results. What does this mean for your website/seo strategy? Your organisation should be adjusting what you are posting/tweeting to align with the changing character of search. Review your list of keywords for which you want to rank highly. Does your content you are sharing on social media match these keywords? If not, you should focus on a couple of your most desirable keywords and find ways to make content about them.

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12 Top Email Marketing Tips

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Email marketing is even more important that ever. A way to connect to your customers and a tool that you have full control over, unlike social media. Done in the right manner, this method of marketing can generate critical business leads. Detailed here are some helpful tips for organising a successful email campaign.

1. Don’t use email to only sell
If you exclusively send the same message repeatedly to your clients, trying to sell, i.e., product offers, discounts and offers such as free shipping then you risk turning off your clients and devaluing your products.

2. Earn the attention of email subscribers
Each time you send out an email message to your database it is important to grab their attention immediately with the subject line and then always include something of value. You might want to share a link to a video, a new webinar, some type of industry report or an infographic. In this way, your recipients will be excited to open your messages because they will expect to see real value in them. Avoid sending emails with exactly the same headline each time as the reader isn't given an incentive to read further Continue reading...

10 Social Media Tips for the Holiday Season

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    1. Start Early & Build your Base of Followers
      Use social media to create a buzz around your brand leading up to the festive season. Try Facebook advertising as a low cost way to increase your audience reach.
    2. Establish your Holiday Season Goals
      Without goals you won’t be able to measure the success of your campaign. Examples of goals might be to increase sales, increase volume of website traffic or have more enewsletter sign ups. You can use website statistics such as Google Analytics and Facebook Insights to measure the effectiveness of your campaign.
    3. Create a Content Calendar
      Detail key dates, special offers, ideas on how to get your audience talking about their festive activities etc. There is no right or wrong answer 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. Measuring post effectives in terms of content and timing is critical to ensure you are hitting the mark with your social media content.
    4. Follow the 80/20 Rule

      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.

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Healthcare Organisations and FB

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Is Facebook a good fit for Medical Centres and other Healthcare Organisations?

Is your organisation involved in healthcare? Are you using Facebook to develop long-term relationships and promote your medical centre? You may be weary of how Facebook can play a role, however you will be interested to know that the

Facebook product teams have noticed people with chronic ailments such as diabetes are searching the social networking site for advice. In addition, the proliferation of patient networks such as PatientsLikeMe demonstrate that people are increasingly comfortable sharing symptoms and treatment experiences online.

And it is understood that Facebook itself is exploring creating online "support communities" that would connect Facebook users suffering from various ailments. A small team is also considering new "preventative care" applications that would help people improve their lifestyles.

Facebook and other social media platforms should be part of your online marketing strategy. But if your website needs development then start here first – this is the most important online tool any organisation has.

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Facebook Teens – Where are they going?

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Facebook's CFO, David Ebersman, confirmed that teenagers were becoming less active on Facebook. There was a 16% fall for American teens, which is something that Facebook should be concerned about. So where are Facebook's teens going? They are using mobile chat services like WeChat and WhatsApp, and photo-sharing apps like Snapchat and Instagram. And why are they moving? A variety of reasons like - it's just less 'cool' now that their parents and grandparents are getting on board. It could also be due to the fact that everything they post on Facebook is scrutinised, and they could jeopardise their future by sharing inappropriate photos or comments. Potential employers might discriminate against them based on their digital past.

This trend is important to keep track of for businesses wanting to target teens, and young adults as the teens grow older, and other social media platforms will need to be developed to reach the younger market.

 

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Review your YouTube Analytics to Know What Works

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you tube analytics

 

YouTube search is optimised for time watched which means you need to really understand what works and what doesn't work in the production of videos in terms of audience retention. Not only do you need to focus on the SEO side of your videos but you need to investigate your analytics and see how long viewers watch your creations. Do they start to drop off noticeably after 30 seconds into a 2 minute clip? This could indicate you need to make shorter videos.

Both Google and YouTube rank videos in search partially on their ability to retain an audience and how that video contributes to a viewer's overall viewing session on YouTube.

Your YouTube analytics can be found on the left hand side of your channel. Go and check them out to see what you can learn to improve your videos.

Tip: A good rule of thumb is to aim to maintain over 60% of your audience straight to the end of your videos, where they’ll encounter your call to action. Make adjustments if your video statistics indicates lower performance.

 

What gets more Engagement on Facebook?

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Did you realise that only a small percentage of what you post in your Facebook page will actually been seen by your Fans? This is called 'Facebook Reach' which is the number of unique people who saw your content. EdgeRank Checker published research on 1 April 2014 detailing that organic reach for most Facebook pages currently hovers around 6.5% — down from 17% only 24 months ago. It is believed that organic reach will ultimately decline to right around 1%.

Organic reach is free.It happens in the news feed when your fans see your updates.

Viral reach consists of the people who see your content because one of your fan likes, comments or shares your post.  Their friends will see your post even if they aren’t fans of your page. The same is true if you’ve paid to reach larger audiences who may or may not already be your fans. If one of those targeted people shares etc, their friends will see it as well.

What does this mean for your business page? If you want your fans to see important content you need to be very creative with how you present it or pay for this to be seen. We offer in-depth Facebook Training for small to medium-sized businesses that covers how to increase Facebook likes and engagement through viral reach and paid.

With organic reach on the decline ensure your messages reach your Fans by creating highly engaging posts - ones that attract comments, likes or shares. Here are some helpful suggestions to get more interaction.

Photo posts get 39% more interaction

Not only do photos have more engagement than links, videos or text-based updates, they actually account for 93% of the most engaging posts on Facebook. According to Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts.

Photos-To-get-more-likes-on-facebook

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Organic Reach on Facebook will Decline

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Organic reach on Facebook decliningFacebook is always refining and introducing new features in an effort to give users a more valuable experience. Unfortunately, that doesn’t always work in businesses favour when it comes to reaching as many people as possible with content.

Facebook Reach is the number of unique people who saw your content. There are different kinds of reach: post, page, organic, viral and paid.

Organic reach is free. It happens in the news feed when your fans see your updates.

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