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Top 5 Companies In The Digital Space

Social Media

  1. Coca Cola You may have heard about Coca Cola’s new “Content 2020”, where the global giant is seriously focusing on the power of content marketing, which aims to double the company’s sales by the year 2020 through the use of effective content marketing campaigns. Content marketing is the way of the future, but it must be managed appropriately to be effective. For more details on how Coca Cola has progressed with Content 2020, watch part 1 and part 2.   2. AMEX American Express is leveraging the value provided by industry experts on its Open Forum website. Open Forum is a collaborative website, on which American Express invites guest authors from a variety of sectors to share their business knowledge and wisdom. The result is a content rich mega-site that’s popular with the search engines – all created without American Express needing to shell out cash to content contributors. Good marketing content draws on a range of user-generated sources to both grow online communities and minimise financial investment.     3. Old Spice Old Spice understands viral marketing, as the meteoric success of the company’s recent “The Man Your Man Could Smell Like” campaign demonstrates. Old Spice is maximising their opportunities on Facebook, making use of customised apps, full-layout featured promotions and frequent, engaging status updates. It isn’t surprising to see an average of 1,000-2,000 “Likes” on every new update the company puts up!   4. General Electric General Electric have absolutely exploded on Pinterest, through the use of engaging pin boards like the “Badass Machines” board and the “Hey Girl” board, which ties the popular “feminist Ryan Gosling” meme to some of GE’s most popular innovations. If GE can do it, so can you. Don’t be afraid of alternative online marketing venues like Pinterest or Instagram, even if they aren’t yet well known or don’t immediately appear to suit your target demographics. Experiment with unusual types of online connections and measure the impact they have on your overall bottom line. 5. JetBlue JetBlue is a popular discount airline, uses Twitter quite effectively. Instead of using Twitter to post fare discounts and special offers, the company uses its handles to provide fast and easy customer service.  In fact, the effect is so profound that nearly all the messages in the company’s feed include @ replies, which is highly unusual in the world of social media marketing for businesses.   Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for a FREE no obligation...

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Arnott’s Shapes New Summer Campaign Sizzles

Product Exposure

Arnott’s Shapes has launched a new TV campaign introducing the new Shapes Sizzling Summer range. The TVC celebrates the love Australians have for licking the flavour of their Shapes biscuits, and sees four guys taking this to the extreme. If your considering putting together a TVC or a viral video, consider hiring a Melbourne marketing expert, contact Milkshake-factory.com for a FREE no obligation quote.  ...

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What Are The Best Keywords To Use For SEO

Search Engine Optimisation

The web is growing at a rapid rate, the number of unique domains created in 2011 was over 50 million. New websites have difficulty ranking for popular, high-volume keywords for two primary reasons: New websites don’t have authority. Your site’s authority depends the age of your domain and inbound links. High competition for popular keywords. More sites are competing to rank for more popular keywords, so your site authority is even more important if you want to rank on the first page. If you have a new website and you want to rank for a popular keyword, you’ll have to prove your site’s worth to Google first. Here are some tips for getting there: 1. Targeted Long-Tail Keywords Long-tail keywords have lower search volume than head terms. However long-tail keywords are much less competitive to rank for. For example, a new website has little chance of ranking for the head term “marketing” but would have much better luck with a niche keyword like “small business marketing melbourne” as fewer websites are competing to rank. 2. Use Relevant Content Your content marketing strategy should follow naturally from the type of business you run, the types of keywords that your prospects use, and where your expertise lies. 3. Link Building Techniques Google is in battle mode against SEO spammers. Don’t purchase links in bulk and don’t waste your time with low-quality websites that are irrelevant to your niche. Spammy link tactics are unlikely to work in the long term, but you do still need links to show Google your site is rank-worthy. So leverage that great content you’re creating and do smart link outreach to bring attention to your site. 4. Stick With It There’s no fast track to great SEO rankings, to some extent it’s just a waiting game. These small business ideas may seem like its a lot of work. It is, but it is achievable. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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What Are META Keywords, How Do I Use These To Improve My Small Business?

Search Engine Optimisation

Meta Keywords is part of meta tags, that are a list of comma-separated words included in the HTML of a Web page that describe the topic of that page. When search engines first emerged in the 90s, meta keywords were one of the primary components used by search engines to categorize and rank websites. Meta keywords still offer benefits to small business websites, more-so with second-tier search engines like Yahoo! and MSN, and potentially even when Google evaluates landing page relevancy for Quality Score. Ensuring your meta keywords are relevant to each page is crucial for their success. Meta keywords are just another little thing you can do to try to stay ahead of the competition and get your website seen by more people. MSN and Yahoo! may put more emphasis on meta keywords, but Google may no longer index them. However, even if you’re not actively running paid campaigns on MSN or Yahoo!, you still want your website to display in organic results. Beware Of Meta Keyword Stuffing Many marketers recently started “stuffing” meta keywords with popular search words and phrases, diluting the keyword accuracy. As a result, search engines continue to alter their algorithms to put less emphasis on meta keywords for SEO, but it’s unclear if they were removed from the algorithm entirely. Why Use Meta Keywords? Improve Your Ranking: Meta keywords may improve your ranking in second-tier search engines, such as MSN and Yahoo! Improve Your Quality Score: Google could consider meta keywords when calculating landing page relevancy for Quality Score. Optimise Your Page Content: Only use your keywords that are relevant to that page, optimising the search of that page. Common Misspellings: This may indicate to search engines that your page is relevant to the (misspelled) search query, without your having to include the misspelling in your webpage copy. Including Long Tail Keywords: Include keywords that are long tail for instance: Melbourne Marketing Consultant rather than just marketing or consultant Referring to Actual Searches: Instead of making up keywords that you think are relevant, refer to your search data to see how people are talking about your business. Use Google Keyword Tool and search for exact matches and determine the competition behind the keyword. Read more, on steps to take when conducting keyword research. Use 10-15 keywords per page only. These small business ideas may seem like its a lot of work. It is, but it is achievable. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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What Are SERPs?

Search Engine Optimisation

What Are SERP? We identified SERP as a search engine results page, which means that SERPs are a list of web pages. There are three elements to SERP: Search or Query – keywords that the user types in to search, for example melbourne marketing. Organic SERP Listings – These are the “natural” listings of webpages, ensuring that the query the user searches for produce the most relevant site. Paid SERP Listings – These are advertisements, or “sponsored links.” You can have your ad displayed here by launching a pay-per-click search campaign, and by ensuring that your maximum CPC bids and Quality Score allow you to secure a high enough ad position for the keyword you’re targeting. What Does SERPs Mean To My Business? Ranking your small business website on the most appropriate SERP position will determine the success of your website or ad. Consider the following: Approx. 68% of searchers select a result on the first page of search results Approx. 40% of searches select the first listing result Improving SERPs is difficult. Generating better search engine optimization ranking for competitive keywords is often as complicated as it is profitable, and buying better paid SERP position can be expensive, as you are being charged more money for higher SERP positions. Ideas On How To Improve SERP Rankings? Below are small business ideas on how to improve your SERP rankings: Research Keywords – Find our what your keywords are that will drive traffic to your website. Phrase Keywords – Create a hierarchy for these keywords Act On the Analytics – Copy write your ad campaigns, actually achieve the SERP positions you were after. Observe the Results – Build on this initial “SERP improvement to-do list”. Don’t Just Check SERPs: Manipulate Them! These small business ideas may seem like its a lot of work. It is, but it is achievable. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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Google Adwords Principles

Paid Per Click

What is Google AdWords? Google AdWords uses a paid search advertising model, in which users bid on the keywords they want to have trigger their sponsored ads. The ads are then displayed alongside search results on Google when someone uses one of your keywords in their search query. The relevance of your ads appearing in search queries depends on which keywords and match types you select. What Are Quality Google Ads The various elements that determine a successful Google ad, two importance elements are: Relevance – Relevant AdWords keyword lists, tight AdWords keyword groups, and proper ad text. Quality Score – Google’s rating of the quality and relevance of your keywords and PPC campaigns. Relevance & Quality Score also play a role in the Google Display Network where AdSense technologies are used to figure out what ads to show on what pages through-out the Google display networks. What Is Good Quality Score In AdWords? Google’s AdWords Quality Score is a grading system that judges your ads and gives you a “score.” The AdWords Quality Score is determined by several elements: Relevance of ad copy to the keyword Relevance of the ad to its corresponding landing page CTR click-through rate Historical account performance Having a good AdWords Quality Score is essential to a successful AdWords campaign, as it provides: Lower costs – Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), and lowers cost per conversion. More exposure – When you have high Quality Scores, your ads will display more often and in better positions. You can get more exposure, more clicks, and more conversions without having to raise your bids. What Is A Good (CTR) Click-Through Rate Click-through rate is important because it affects your Quality Score. Click-through rate (CTR) measures the percentage of clicks advertisers receive on their ads per the number of impressions. “Impressions” refers to how often your ad is viewed-if your ad has a lot of impressions but no clicks, you will have a low CTR, which generally reduces the effectiveness of your campaigns. In summary: High click-through rates lead to high Quality Scores. High Quality Scores allow you to improve or maintain ad position for lower costs. What Are Negative Keywords In AdWords? Adding a negative keyword to your AdWords ad group ensures that your ad will not appear for search queries containing that term. Using negative keywords in your Google AdWords campaign is beneficial because they allow you to reach the most appropriate audience. In summary: Filtering out unwanted ads by incorporating negative keywords, allows you to reach the most relevant audience by ensuring that only relevant queries trigger your ad, you are more likely to reach an audience that is likely to convert. Reduce cost per click and increase ROI by not wasting money on unwanted impressions and clicks from irrelevant searches. What Makes A Good Landing Page For AdWords? Having a well-designed landing page is a key element of a good Google AdWords Quality Score. A successful landing page requires a number of different elements: Navigability – Users should be able to easily find what they are looking for Compelling Offer – If your ad references special products, have those products be front and center on the landing page. Focused Page Content – Optimise each landing page by authoring page content around groups of relevant, narrowly focused keywords. Using the Google AdWords Grader The AdWords Performance Grader provides clarity and understanding to the difficult and confusing...

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What is mobile marketing?

Mobile Marketing

Mobile marketing, which is part of social media marketing or smm, is anything that can be seen on mobile devices such as SMS or MMS text message subscription promotions, ads located within Apple and Android apps, QR codes deployed exclusively for smartphone users and more. Initially applied only to smartphones, the recent proliferation of tablet computers and netbooks has led to additional channels for the delivery of mobile marketing messages. SMS/MMS Text Messaging SMS and MMS subscriptions are the mobile equivalent of email marketing. Typically, you encourage someone to opt-in by asking them to text a code to a certain number, which gives you permission to follow up with them via text message. In-App Advertisements Many apps are offered for free through the Apple and Android app stores as long as the user agrees to sit through banner advertisements that appear throughout the app. In-App Purchases Consider In-App Purchases such as Groupon, which enables purchases of the deals within its group buying discount program to be completed via mobile app. Many other In-App Purchases make recommendations for stores and products based on the smartphone user’s proximity to their location (GPS smartphones). QR Codes QR codes can be used to share information, promotions or redirect users to websites when read with a QR code reader. Consider the type of campaign you’re launching and evaluate the above mobile marketing techniques. Consider your target audience, who are they and what are their interests. Entering the promising world of mobile marketing should be done with the same level of caution that would be given to any new technology. Keep in mind that these recommendations only scratch the surface in terms of mobile marketing. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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Add Your Business To Local Directories

Social Media

Many online businesses are already listed on Google Places, Yahoo! Local, DexKnows, YellowPages, and a number of other local business lists. Create a Facebook fan page or group. As people become fans or join the groups, their friends and family will be exposed to your brand. Below are a few tips to take advantage of your listings: 1. Show Photos Publish photos of outside and inside of your store. Show anything that reflects the experience you want your potential customers to have in your business. 2. Populate As Much Information Remember to make a list of all the sites you list your business, as you add more information to local listings and websites, whenever you change your hours or prices, you know exactly where to update the information. Be sure to include contact information, locations, and hours. 3. Show What You Sell Your potential customers are looking for something specific, and they want to know if you can help them or not. Be direct about what you are selling: post a menu, identify brand names and product or service items you offer. If you have testimonials, publish these also. 4. Encourage Reviews Most online listings allow people to rate your business. Know what people are saying about your business, and address any concerns they might have if you can. Since complaining customers write reviews more often than pleased customers, make sure that your happy customers know that they can submit reviews online as well. 5. Identify Your Office Location Remember to add your address and phone number of your business, along with the hours, directions, information about parking, and public transit information. Keep in mind that these recommendations only scratch the surface in terms of taking advantage of online local directories. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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How Do I Optimise Google Places

Social Media

Google are constantly working on perfecting its algorithm so that people can find what they need without struggling too much with the searching process. Google Places, previously called Google Local Business Center, is a free service that offers business owners a chance to get listed on Google with the help of the location of their business. Google Places offers lots of features that allow business owners to interact with their customers, post immediate updates, and give detailed information about their services in one place. Google Places is a free service, all you need to do is to follow their 12 steps to create the complete listing such as learning the guidelines, adding a description of your business, adding photos, videos, etc. You can’t have multiple business listings, however, you can just list your different locations of business or different services you offer under your one listing. If you live in the US, you can advertise with Google Tags for $25/month. You get a 30-day free trial to advertise on Google and Google maps through Tags. To optimise your Google places, you need to think about keywords people will search. Ensure you update all your titles, URL, tags, and descriptions. If you want to get high rankings, you need a full profile, great photos, constant and relevant updates and more. We all know the importance backlinks when it comes to increasing your SEO rankings. You want links coming from authoritative sites. When it comes to Local SEO, you also care about respectable business directories. Citations and references also serve like links.  Google and other search engines may pay attention to “citations” or “references” in respectable (business) directories. You want to be mentioned in these directories, even if this “citation” only consists of your address and/or phone number. You know how Google works and you know your SEO. You are also familiar with how to treat social media sites effectively. What are you waiting for? Start using Google Places – abide by the guidelines and hopefully watch a nice increase in sales and brand...

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Key Elements In Marketing

Brand Identity

Engage Find ways to communicate and capture your audience. Remember to come across as a person and not as a corporate business. Optimize Conversion Conversion optimisation isn’t really about improving just one conversion rate, it’s about improving many conversion rates. As a visitor turns into a prospect, then into a customer, and then ideally into a repeat customer, there are many steps along the way. Each one will have an important rate for you to consider. Understand SEO Ensure you follow and understand conversations, SEO, inbound links, and PageRank. Stay Legal Ensure you know where you stand legally and how to represent yourself online. Don’t forget about the little things, like copyright notices and double opt-in email lists. Your site should have a Digital Millenium Copyright Act Notice that allows people to contact you, or your service provider, if they believe there is anything infringing on your site. Keep in mind that these recommendations only scratch the surface in terms of marketing elements. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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