Discover Just How Many Roles Public Relations Serve in a Business

Conducting a market research is one of the most important things that you can do for your brand. In order for it to grow, you will need to advertise it and in order to advertise you will need to know the characteristics of the people you are advertising to. There is no way you are going to use social media marketing to capture an audience that is barely on social media. It will not make sense just the same way you are not going to use newspapers to advertise to teenagers who do not read newspapers nowadays. This is why it is very important to carry out the market research and it will help you greatly in your public relations activities.

PR for business growth

Public relations activities range from promotional to maintenance tasks. In the case of a startup business, most of their PR is going to revolve around promoting the company. People have to know about the existence of the company and this means advertising has to be done. There are different avenues available to get a brand to its audience’s attention. With digital marketing, there is so much available to help a brand grow in leaps and bounds currently.

The most crucial thing in PR for business growth is to understand your audience. What are their characteristics? What is it that they like? What do they not like? This is where the market research comes in to help out.

For instance, you will discover from your market research of the American market that the Hispanic community makes up the largest percentage of minority groups in the country. You will also discover that they have a purchasing power of something north of $1 trillion. It therefore makes sense to tailor corporate communications to suit this community. There are PR companies that deal primarily with Hispanic public relations and thus they can make your promotional work so much easier.

PR for maintenance purposes

The purposes of advertising are always to make people aware of a brand and to remind them that the brand exists. Do you think that a brand like Pepsi still needs to be advertised? It is a world renowned brand but then people tend to forget about things pretty fast. This is why they have expensive ad campaigns all the time. This is PR for the aim of maintaining the performance of the brand in the markets.

PR for disaster management

Corporate scandals occur all the time. You here of a company that had to recall half of their products due to this or the other reason all the time. There are other brands that are accused of discrimination of people for whatever criteria. Such scandals can destroy the company quite effortlessly. This is why it is important to have a good PR team working with you. When such occurrences come up, then you are able to sort the out with immediate effect and control the amount of damage that might possibly result from the scandal.

About the author

Mosaico is a renowned Hispanic public relations company with years of experience in corporate communications. When it comes to reaching out to the Hispanic community, they are the best in America.

How to Build a Peer Network to Increase Your Social Reach

If you are looking for the maximum leads and heavy inflow of traffic, you have to make sure that the content that you share must have the maximum reach. Are you keen on exploring the way to increase the traffic of your content? Well, this is possible with the help of peer network that helps in increasing your social reach. Basically the group of social advocates in peer networking can enhance the reach of the contents that you share. This article will help you to understand what peer network is and thereby render growth to your business.

What do you want to share and with whom?share

The very first thing that should be taken into consideration is the content that you want your network to share. You might have a few goals in your mind. For instance, you might promote and advertise your brand so that your business is at the top of every potential customer’s mind. Focus on the original contents that you are developing and identify how your customers respond to it. So, it is considered best if there is a blend of original and third party contents in your write-ups.

Easy sharing of contents by the social advocates

  • There are two methods of sharing contents:The first one requires you to post the content on your business’s pathways and thereby email the post links to the network of the social advocates. Mention in the email to the social advocates to share the contents by personalizing them in order to entice the audience. Sample social posts and tweets can be attached and the best part is that this method is free and simple. Though it is time consuming, but it has the advantage of enhancing the engagement for your main business channels over the course of time
  • Automating service, like the ‘Circulate.it’ is the second method. All that you need to do is load the post links into the service that will automatically send emails to your network of the social advocates on the specific date and time that you pre-select. This is a more organized and less time consuming method.
    Expand your team

Once your internal team of members is acquainted with the entire process, you can ask for experts to join your team and taking up larger roles. You can allocate them with the work to exploring links to the third party contents exactly like the ones where you are sharing now. You have to be clear with your work expectations from your new team members. Ensure that each of the team members are delivering a certain minimum number of links every day so that there is no obstacle with the growth of your business.

Choose your network of advocates carefully

Once you experience success from the contributions of your network of the social advocates, it is imperative that you can further expand your team. But make sure you are cautious enough. Ask the following questions in your mind before you expand your team strength.

  • Do you have loyal followers who can share your contents even without being demanded?
  • Do you want to include industry influencers in your network?

Invite only those people who can prove to be advantageous for your business by sharing your content and reaching the maximum targets which shall help you to satisfy your goals.

Author bio: Neha Mishra works with digital marketing team of Organizein.com. She does take care of writing part of her team and has written articles on Social Media, SEO, Web Design and many more. She has provided social media services in Los Angeles to lots of clients looking to boost their business

Learning ES6 (FINALLY)

Some amazingly great changes are in ES6, but I wanted to start out simple by highlighting a very useful syntax introduction: the let command.

In a nutshell, let introduces block-level scoping to variables.

What does that mean? I’ll show you:

What will happen when you run this snippet? The console will display something similar (literally) to “92”

Now, if you run this snippet using let like so:

console.log will display “10”.

So, block-level scoping means we can isolate scope within control structure blocks in the same way as we can control scope within functions!

(also, if you haven’t opened up your devtools, now is a good time to do so. then you can copy/paste the code between the <script> tags to run it)

I love this feature. I’m super late to the ES6 party, but better late then never!

How to Build a Powerful and Effective Email Marketing Strategy

How to Build a Powerful and Effective Email Marketing Strategy

Even though it has been around for quite some time now and many other channels of communication have emerged enabling businesses to communicate with their customers and stakeholders, email remains a firm favorite of businesses, large and small. In fact, due to its familiarity, universality, and flexibility, email is actually thriving even with the new generation of mobile device users who are using it to communicate 24×7. However, unless businesses have an effective email marketing strategy in place, it is quite likely that the time, money, and effort in sending off the emails will be wasted to a great extent. Some tips on getting it right:

Get Together an Acquisition Strategy

If the growth in numbers of your audience is your priority, as it will invariably be, you need to begin by thinking about all the places and occasions where the audience is already engaging in some way with your company or brands. Now you need to find out how you can enhance that experience and drive better and more interactive engagement. This can be as simple as optimizing the opt-in form for mobile devices.

mobile friendlyMake Your Communication Mobile-Friendly

With more and more customers accessing their emails over mobile devices, you are bound to lose out badly if your email communication is not optimized for these devices. A survey reveals that 63% of American customers immediately delete the emails that they cannot read with ease on mobile devices.

Getting Recipient Permission

It is extremely important that you, as a sender of marketing emails, get the permission of the recipients so that they feel that they have consciously chosen to engage with you and not been randomly selected to be spammed. The process of opting-in automatically refines your database so that only those who are genuinely interested in your company and products are present in the database, avoiding the usual label of being marked as spam.

Use Relevant and Targeted Data

Whenever you need to send out communication using bulk email marketing services in Mumbai, you need to make sure that you are only addressing the relevant audience and not using a shotgun approach by sending to your entire database. If your communication is filtered so as to be location or gender-specific then you are likely to get superior results due to enhanced customer relevance and experience. If you are active on social media, do not use the same contents in your email as consumers are constantly looking for different information on these channels.

Personalized Email Communication

Customers who have opted-in to receive email communication from you will appreciate the communication, even more, when they are addressed by name, and the contents reflect that the recommendations have been made as per the recipients’ preferences and past purchase behavior. According to experts the addition of personalized recommendation can increase click-through by 25-35% and conversion by as much as 15-25%.

Drive Deals With Email Marketing

According to studies,those who prefer to receive information about deals over email as compared to any other channel, including social media, such as Facebook comprise the largest segment. The behavior is explained by the simple fact that the deals stay in the inbox and can be read at leisure, unlike the flurry of posts in social media that can leave you scrambling, and possibly missing out something that might have been really interesting. The best thing to do is to publicize your deals on social media and encourage customers to sign-up for your emails.

Conclusion

Along with a strong website and social media presence, you can use email marketing to engage with the customers in a way that is meaningful to them. You need to customize your email marketing efforts to cover a large assortment of devices that range from conventional desktop computers to the latest in mobile phones and tabs. Encouraging opt-ins from customers will refine your database and you will be able to deliver exclusive, customized and targeted communication through a focused email marketing exercise.

Author bio: Jonathan Caser is a senior customer consultant working with GingerDomain.com, a leading digital marketing services provider.

Mobile SEO: Mobile Search Results Ranking Factors now revealed

Many webmasters and business owners already know that it’s important to have a mobile-optimized website, but few are truly conversant with the differences in ranking factors for mobile search and desktop search. Such people adopt a one-size-fits-all approach to SEO, applying the same techniques for mobile search optimization as they do for their desktop sites, and they often neglect their mobile ranking metrics during performance analysis.

In a world that is growing increasingly mobile, this is a very dangerous strategy, and one that prevents many businesses from realizing their full online marketing potential. Google revealed in May 2015 that in ten countries, including the USA and Japan, the number of Google search queries on mobile exceeded the desktop search queries, and many countries continue to follow the trend. In fact, overall analysis reveals that mobile searches are more than desktop searches globally.

Any astute marketer/business manager would see the importance of having a separate strategy to track mobile search ranking performance. This is especially true because Google does not use the same ranking algorithm to provide mobile search results as it does for desktop. There have been numerous reports in the last few months revealing various factors that influence mobile search ranking, particularly after Google released their ‘Mobilegeddon’ update to making mobile friendliness a key ranking factor for mobile search results last April.

This article reveals the most important element search marketers should be following during mobile search optimization, revealing inherent differences between mobile and desktop search optimization strategy. Read on to find out more.


Highest ranking domains must also be mobile friendly

magnetAccording to research done by Searchmetrics, the Google mobile-friendliness update resulted in a higher fraction of mobile-optimized domains within the first ten pages of search results. Before the update, approximately 80% of the top 100 websites ranked were mobile-optimized, a number that increased to above 90% in the months following the update’s release.
These are just statistics, which, while helpful, do little to practically arm marketers looking to improve their mobile search performance going forward. This post breaks the findings from Searchmetrics’ report.

 

Technical elements

The report shows that technical components significantly contribute to mobilerankings, probably owing to the smaller screen size and limited bandwidth available for mobile devices. Technically speaking, these are the most important ranking elements:

 

 

  • Site speed – you can use the PageSpeed Insights tool from Google to gauge your site’s loading speed. On average, page one ranking sites have an average loading speed of 1.10 seconds.
  • Flash elements– use of flash elements has been on the general decline, even before the Mobilegeddon update was released. Instead, HTML5 is recommended to enable proper content display on both desktop and mobile.
  • Keywords within domain – use of keywords in domains’ significance has fallen in the last three years since Google instituted the Exact Match Domain Update. The report reveals that significance of keywords within domains is even less for mobile search result placement than desktop. Therefore, choose your domain name according to your branding strategy, and forget the keywords.

 

User experience

Mobile devices have limited screen sizes, and so optimizing fonts, images and other elements for proper rendering is important for creating positive user-site interactions. The following are the most important factors considered under user experience:

  • Unordered lists – high-performing mobile sites utilize more unordered lists compared with their desktop counterparts. However, the lists are shorter for the formers than the latter. Use of bullet points improves content scan-ability, but keep the lists short and sweet.
  • Internal linking – mobile content has fewer internal links compared with desktop content, even though this number has increased significantly in the last year since the update. Ensure that your internal links are meaningfully used and placed in such a way that mobile users can click on them accurately.
  • Images – top-performing mobile search results have fewer than four images per page on average, unlike desktop sites which have at least nine. Mobile content should include sparing use of images, and the images should be optimized to ensure fast loading.

 

Content

Content remains significant as a ranking factor for both desktop and mobile search. These are the most important factors to consider when building mobile-optimum content:

  • Body keyword use – keyword use within the body of content increased from 2.7 to 5.48 between 2014 and 2014. It is notably lower than desktop averages which are around 10.22 within the same timeframe.
  • Word count– desktop results have an average word count of 1285 compared with mobile’s 868. Understandably so, mobile content should be shorter to avoid tiring out readers, but long enough to provide adequate information on the subject.
  • Proof terms – high-performing mobile sites utilize more proof terms – words related to a page’s main/target keywords. These are easy to include naturally if your content adequately covers the subject in discussion.

 

Conclusion

These are the most important mobile ranking factors. However, things like social signals and inbound links still play some role in mobile ranking, although their part is not immediately clear. However, if you begin with these as you draw up your mobile SEO strategy, you are likely to see great improvement in the coming months.

 

Bio:

Michael Bentos is a highly experienced online marketer currently working with the team at ParadoxSEO.com, an SEO company with a powerful platform that aims to simplify SEO. He provides internet marketing and SEO service to businesses worldwide. Connect with him via LinkedIn.

 

5 Tips For Helping Your Ecommerce Site Compete With The Big Boys

untitled (8)5 Tips For Helping Your Ecommerce Site Compete With The Big Boys

If you are running an e-commerce website, it can be assumed that you are familiar with social media. However, you may not be familiar with the many ways you can use it to compete with the big boys.

Get a Boost With Facebook

One of the simplest, cheapest and most effective means of marketing on social media is by utilizing the Facebook Boost option. Once you place a post about your product on Facebook you have the option to Boost that post. What that means is that you set a budget of, say, $5 that you wish to spend to advertise that post to as many as 10,000 people who Facebook believes might be interested based on their preferences.

Send Samples to prominent Instagram Users

The second most popular way to market your product is by sending free samples along to influential Instagram users who specialize in your market. The way to find these popular accounts is through WEBSTA, a site which catalogs the most popular and trending Instagram hashtags.

Simply search for your market or similar product and then browse the most-followed users who are displayed. Users who display both high numbers and contact information tend to be the types open to product placements and marketing opportunities. These people can have an enormous reach, and their recommendation could yield you significant results.

Reddit and Subreddits

If you are not on Reddit you need to be. Along with their front page which displays the most popular topics, They also feature subreddits which cover practically any and every topic under the sun. If you sell vintage Star Trek toys, there will be a subreddit for it.

Search for your market and simply engage with the community. Don’t make blatant sales pitches, though. Instead, engage the users in conversation, just like in real life. You may offer some keen insights and wisdom as well. After all, you are an expert, aren’t you? You can certainly refer to your site, but don’t come across as sales-pitchy. They do have rules about that sort of thing.

Tweet To Your Market

In much the same manner as you would use Instagram and Reddit to seek out people receptive to your market, you can do much the same with Twitter. Simply Search for people who have an interest in, say, vintage Star Trek toys. Follow them, and you may be surprised how many follow you back. Then you can market your product. But, be sure to pepper your advertisements with other interesting bits of information.

You want to build a subconscious trust in your followers’ minds, so that when they see your brand they are not put off, but are genuinely eager to see what you have to say.

Blog, Blog, Blog

Lastly, it is an easy and worthwhile effort to write a blog on your site. In here you want to mention other people in your market whom you follow and who have posted things that your audience might find fascinating, or at least mildly interesting. Influential Instagram users, popular Twitter accounts, YouTubers, and bloggers who have garnered a large audience are all fair game. Not only write about them, but then drop them a line to tell them that you have. That gives them the opportunity for some shameless self-promotion, and will mention you and your product in return.

Today’s Social Media Marketing is so much more innovative and fun than yesterday’s stale newspaper and radio ads. Today you have the ability to compete in a large market, and do it on the cheap. All that is required is some time and a little creativity. Unlike the results you would receive placing a small ad in the local media, you can have massive, exponential results, just like the big boys.

Jessica Kane is a professional blogger who has worked in eCommerce for the last five years. She currently writes for Rakuten Super Logistics and recommends them for all your ecommerce fulfillment needs to further your success.

 

Photo credit to Robbert Noordzij

Do You Have a Sudden Death Checklist?

We do often give some thought to what happens when we pass away, especially the aftermath that involves our family and our close friends. We may plan for this carefully and with a lot of forethought. Those with complicated estates may set up a power of attorney, take out a life insurance policy, draft a will, and many other common precautions that people take when they want their friends and family to be provided for after we pass on.

On a personal level, these are some of the things that I have taken care of, to ensure some peace of mind that most things on a personal level will be taken care of when I die. On a business level, however, I must admit I have never given this much thought until recently.

I had to ask myself what would happen if something were to happen to me when it came to my business. This is something I’ve worked hard to accomplish and hard to maintain for many years – my colleagues also matter to me. What falls upon their shoulders if their boss suddenly passes away?

Recently my company built the website for the Sudden Death Checklist book. Perfect. Someone has already thought of all of the many things that I need to do to ensure that my business is taken care of in the event of a tragedy. I’m definitely going to spend a weekend reading this book (and following the steps) to give myself some peace of mind. As complete and as thorough as I think I am, if I tried to come up with my own checklist, I have a feeling that I may omit some important things. I had never considered the ramifications of a sudden death for my business. This has been (pardon the pun) a real lifesaver.
sudden-death-checklist
Fundamentally, what are three things that someone should have on their business Sudden Death Checklist? If you are like me, you probably don’t have all of your passwords written down in a “safe place,” as is so strongly advised. Mine are all in my head. How could anyone attempt to unlock my financial documents stored deep in my laptop if they don’t have the password?

Therefore, it truly is a good idea to have all passwords to everything – including the wireless router – written down and stored in a safe place.

Secondly, it is important to have all of the key financial information in one place – stocks, bonds, accounts – all of that financial information needs to be quickly accessed if I suddenly am not around. Whether the information is kept safe with a spouse or key advisor, it must be accessible.

Thirdly, I realized I had quite neglected anything to do with my business when it came to my will, so I had a new one drafted. Everything to do with the business was now included, so that there would be no confusion over who was responsible for what in the event of an emergency. For me, I chose my spouse to take over the reins, but I also have an advisor in mind in case of a complete family emergency.

This is one of those things that no one likes to think about, but it’s necessary. I want to my business to live on after I do, and it’s something I need to take care of to ensure that it does.

Have you considered these things? What gives you peace of mind when you do?

How to Create a Video Game

video-game-developerWhat Exactly do you Need to Create a Fantastic Video Game?
There are some video games that make game development look like such a simple activity. Well, actually it is a very simple task as long as you know exactly how to go about it. Consider games like Flappy Bird, they are so simple but they can keep you up all night trying to reach a certain target. Such games fly out of the app stores without trying so hard. The only thing that you need to do is take time to plan the game development process and you will be sorted out.

  • Take the first step

Many are the people who want to create games without thinking them through. Just like with any other project under the sun you will have to plan for game development carefully. This means everything from the storyline, graphics, animations and the platform that the game will be available on. These are factors that have to be considered properly if your game is going to be a good performer on the app stores.
When you take the first step and develop a proper game development plan you will be on your way to great success. Of course this is given that the concept behind the game is fantastic. In your planning process you will come up with the characters and their characteristics. You will develop the tools that will be needed to achieve certain goals before you actually start coding

  • Implement the ideas

It is one thing to plan and dream about how great your game is going to be. However, there is a big difference between dreaming about creating a game and actually creating one. It is about time that you woke up from your dreams and then proceed to execute the game plan. This is where you will find out whether your game is going to be a trendsetter or it is going to bore people. During the implementation process you will have to develop the codes that enable certain activities to take place in the game. As you do this you will find out what will work and what will not.

  • Test the game yourself

The worst mistake that you can make is to give the players to test the game for you. This is one way of messing with your popularity on the app store. Test the game yourself and find mistakes that you could have made. Ask your friends or select a random person to play the game and get their opinions as well. This is the best way to create something fantastic.
Once you have planned, developed, tested and corrected the game and you are sure that it is great then you can toss onto the app store to be downloaded. Only a little bit of marketing will be needed if the game is super great. Good news always travels fast and if you have a good game then that is great news for many people around the world.

  • About author

Michael Collin is a software developer and animator. He studied in one of the best schools for animation and has used this training to develop some really awesome video games that are available on various mobile platforms.

App Store Optimization: Wrongs You Need to Avoid in 2016

mobile-App-Store-OptimizationIt takes time to see good things happen. It is far from an outdated phrase when it comes to optimizing mobile apps for better discoverability and business conversion. As far as practices for app store optimization is concerned and developers and marketers equally should know the value of waiting or waiting for good things.

While most data collected last year on app store intelligence and practices to make app marketing more productive indicate the rising horizon of opportunities, the relentlessness and impatience of CEOs and app designers continue. Everyone these days have their eyes set on procuring inbound traffic but this often accompanies losing sight of the bigger picture concerning conversion, retention and engagement. Again this makes us recall the same phrase, wowing people may look lucrative and easy but creating value will take time. Let u discuss below some of the critical mistakes in app store optimization practices that you need to beware with.

Depending on shortcuts

Obviously, nobody knows the exact attributes weighed by Apple and Google in indexing mobile apps in the respective app stores. Though there is an array of aspects like conversion rates, customer retention, engagement and others can impact search rankings to a considerable degree. But how one comes before the other in the ranking is kept private and we have no clue on that. So, all that you can do is to follow the ground rules rather than just trying to grab quick numbers and attention.

There is an array of shortcuts that many app marketers follow in spite of knowing how these harm websites in the long run. Targeting app list through practices like using Google’s web search data, stuffing app title with keyword, purchasing rating and reviews and similar shortcuts and backdoor techniques are likely to offer negative impact on the app.

There is no proven shortcut on targeting lists but contradicting to this notion of quick rise, most such practices actually make detrimental effect on the app store ranking of the apps. Apple with stricter guidelines on app submissions and app listings has already discouraged such practices to a great extent. While no credible sure-shot shortcut is there to help any app get ranking, stricter developer guidelines and refined approach in search ranking is further making it tough for apps to achieve ranks solely on these practices.

What is the role of ASO? It is basically to present your app to connect the audience who require it most. With quick numbers your app can altogether fail to get to the device of your audience. ASO refers to a competitive approach to get in the list with the bigger picture of grabbing users, retaining and converting business from them in mind. Basically it is part of the app marketing effort to generate higher ROI. Shortcuts cannot help you do that.

Stuffing app title with keyword

Stuffing app title with keywords is a cheap shortcut that even in the short run can actually prove detrimental to your app. Many app developers exhaust the word count limit given to them for the app title with keywords. For instance, Apple offers a limit of 255 characters for app title and there are many app publishers who take this opportunity to stuff the app title with keywords exhausting the limit of character count.
An app title with quite a few search friendly keywords will obviously generate huge number of search queries but will it garner a good amount of conversion with this? After getting through a nonsense clutter of keywords, the customer is very likely to view this as a promotional trick and avoid the app altogether. This is what happens with most apps that try to get to the list by long title with stuffed keywords. Both Apple and Google is now serious about making the search results more relevant by rejecting such tricky titles. Besides that, app store users now are wiser about such tricks and they often take this as a warning sign concerning the quality of the app.

Not selling your features

There are too many apps that in spite of having a keyword stuffed app title fail to make a selling point mentioning any of the unique app feature or benefit. App in more than one ways is likely to play the role of an offline business and like any business you need to convince customers about the uniqueness and why one should purchase it. If you have few lines left to describe your product to the prospective customer you need to mention the most saleable aspects and features to boost the chances of conversion.

It is more about covering most relevant search terms instead of targeting every user landing on app store. Users search based on purpose and feature and unless you can convince them on this regard, you are likely to get avoided. You always need to let your users know how the app solves specific problems for them rather than describing the app in vague terms.

About Author:

Juned Ghanchi is the chief marketing officer at Indian App Developers Company; he has extensive experience in community management, lead generation and content strategy. He regularly writes about the innovative mobile app technology which improves our lives and our plate.