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Campaigning With Social Media

romanempireThe word “campaign” originated in ancient Rome. It stems from the name Campania, a region in southern Italy where the Roman army completed training and prepared for battle. Military campaigns are planned and executed to achieve a particular resolution, and your social media campaign is no different. Like the successful and driven Roman army, your Orlando social media campaign needs to define a clear set of goals and methodology.

Social media differs from traditional advertising because it allows true communication between companies and their customers. You’re not just broadcasting a message–consumers can react, comment, question, and, most importantly, make recommendations. The results are visible and unquestioning. You no longer have to guess about your campaign’s ROI. Are you looking to launch a social media assault? Here are the elements that make up a successful Orlando social media campaign:

March toward victory. Start with a defined and concise goal. After all, if you don’t know where you’re going, how will you know when you get there? Do you want to reach loyal customers with a special offer? Do you want to collect information about potential customers? A clear call to action (CTA) is the first step toward success.

Identify your targets. You can’t hit something unless you aim at it. You’ll need to identify your audience. Who are your best customers? What products do they buy–and how can you encourage them to buy more? Your campaign needs to match your audience and their needs, so do some recon and know everything there is to know about your audience.

Plan your attack. Social media encompasses a number of different networks, giving you different avenues to approach customers. Facebook can help you start conversations, allowing you to interact with customers. Instagram allows you to use imagery to build your brand and promote your products. Twitter lets you broadcast promotional offers. Tailor your content to your channel as well as the audience on that channel; don’t charge in blindly and get your followers list blown to smithereens.

Supply yourself with content. With social media, it’s tempting to approach your campaigns the same way you use your personal social media account. Rather than posting things you care about, you need to post things that your audience cares about. Position yourself as a source of important or interesting information–post things that will encourage your audience to like, comment, and share with others. Remember, content isn’t just verbal, so use photos and videos whenever possible. Spark conversations by encouraging satisfied customers to share their opinions.

Analyze the intel. Once your campaign is under way, you need to monitor your results and adjust your campaign accordingly. Which posts worked best? What is your audience saying? Which social media channels were most effective in delivering your messages? Once you understand what approaches work best, you can tailor your efforts to reach your ideal audience.

A successful Orlando social media campaign will keep you in front of your customers and remind them why they should be using your products. Your goal is to be remarkable, and to inspire your audience to start a conversation. If you need help designing and executing a social media campaign, contact On Target Web Solutions at 407-830-4550. We can help you execute your campaigns with military precision.

Have you seen a memorable social media campaign? Share your favorite social media campaign with us. Tell us why you think it’s successful and what you like about it.

On Target Web Solutions, Inc.
1051 Winderley Place, Suite 307 MaitlandFL32751 USA 
 • 407-830-4550

Stick the Landing: Make Your Landing Page Work For You

stickthelandingWe’ve all heard the phrase “stick the landing,” referencing the ideal finish to a gymnastic or athletic routine or event. When you conduct a digital marketing campaign, what’s your ideal finish? You probably want your potential customer to visit your website and take a specific action. In other words, you want to get visitors to your landing page and encourage them to do business with you.

So how can you “stick the landing?” Let’s start with what a landing page is. Typically, these pages are not part of your overall website’s navigation–they are designed to receive visitors and get them to take a specific action, such as buy something, register for something, or visit a brick-and-mortar location. Landing pages contain very specific content and are narrowly focused on a call to action (CTA).

Landing pages usually fall into two broad categories:

  • Lead generation pages collect information about visitors to your page, like names and e-mail addresses. Of course, people tend to avoid giving out that information, unless you’re offering something in return, like a contest, giveaway, registration for an event, or something else your visitor will see as valuable.
  • Click-through pages conduct visitors to another page (like a product page) where your visitor can buy a product or service. Why not just take them directly to the product page? Because the landing page gives you another opportunity to market that specific product, calling out features and benefits, and encouraging the visitor to buy.

While it’s certainly possible to bring visitors to your home page or another part of your website and conduct a successful campaign, a landing page gives you the chance to focus your visitors’ attention on a single product or service. Your homepage is the gateway to your entire site–visitors have many options to click away or get distracted. There are lots of other good reasons to use landing pages:

  • Headlines and images that tie into your marketing campaign. These visual and verbal hooks make your product real for your audience. Making your landing page consistent with your campaign keeps your visitors from being confused, and also makes sure they aren’t forced to hunt through your entire site to find the product that interests them.
  • A powerful call to action. Your CTA should never be vague. Tell your visitors exactly what you want them to do next.
  • Measuring results. Separate landing pages for different campaigns can help you understand which campaigns work best for you. You can track responses to specific campaigns, try different messaging and imagery, and adjust calls to action.

So, are you sticking your landing? If you aren’t getting the responses you’d like, On Target can help. We’ll work with you to create landing pages that increase response and resonate with your audience. For more information, call us at 407-830-4550 or visit ontargetwebsolutions.com.

Have you encountered a landing page that just doesn’t work? Share your examples with us and join the discussion here.

Bouncing Back: Deciphering Your Bounce Rate

Bounce RateFor those uninitiated in the world of Google Analytics, the phrase “bounce rate” may bring a few different things to mind. Perhaps you envision the coveted bouncy ball of your childhood, or you may even think it’s how quickly your children can jump on the trampoline. However,the bounce rate is probably the most dreaded metric for any SEO or content manager. Often, we see that the bounce rate increases as traffic does the same, and it’s so difficult to reduce once more.

In a nutshell, the bounce rate is the percentage of visitors who leave the website from the page they landed on without viewing any other pages before they make their exit. While it’s just about impossible to send your rate down overnight, there are a number of steps you can take that will gradually improve this metric.

Slow load times.
If your web page takes too long to load, your visitors leave. Not only will that deny you the chance to engage them, but it also negatively affects your search engine rankings. If your site is dragging, you may need to review or upgrade your technology, or revise your site’s structure.

Not mobile friendly.
More and more people access information from their phones and tablets. If your site isn’t compatible with mobile devices and that’s what your visitor is using, they’ll go somewhere else.

Poor content.
Just to be clear, spelling and grammar do count. Visitors consistently rate your site as less trustworthy if you have poorly written copy. Beyond that, your content needs to be clear, concise, and give your users the information they need or lead them to the actions you want them to take. Group your content into categories, bullet points, and easily readable segments.

Excessive advertising and “lazy load” content.
Intrusive ads annoy site visitors, and that annoyance grows exponentially if they’re forced to wait for the content they want while an ad or popup slowly loads. Video and audio that “autoplay” when someone clicks on your site are distracting and occasionally embarrassing (we’ve all had some loud ad start booming through our speakers or from our phones when we click a link.) It’s much faster to hit that “back” button and go to another site that’s faster and/or less irritating.

Confusing navigation.

Too many links can be confusing and difficult to navigate, especially on mobile devices. Stick to two or three clear navigation links.

Now that you know what signals your bounce rate is sending to you, you can take steps to better engage visitors to your website. If you’re looking to decrease your bounce rate, consider revamping your site–if you feel that it’s outdated–or increase your content marketing strategy to enhance your user’s experience. On Target Digital Marketing is available to help dynamic brands in their pursuit to engage, educate, and connect with their audience. Call us at 407-830-4550 for additional information. Also, share this post and tell us how your brand engages your audience to decrease bounce rate.

Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

Sending the Right Signals: Google Ranking Factors

officesmokesignalsRelationship experts note that humans are constantly sending subtle (or not-so-subtle) signals to other people around them. Dress, speech, body language, and other behaviors affect the way that everyone else perceives you. The same is true of Orlando SEO–if you want to attract Google’s attention, you need to send the right signals.

  • Present the right introduction. Including a keyword in your title tag is one of the most important signals that your website can send. The tag accurately describes your page’s content, which helps Google index it, and Google uses it to display the page’s title on its search results page.
  • Be yourself. Just like people, Google doesn’t like poseurs. It’s looking for originality. If you’re stealing your best lines from another website, Google will know, and you’ll pay a price for your plagiarism. Make sure your content is fresh with unique viewpoints and angles.
  • Show up on time. Google appreciates prompt and regular content being added to your website. Blogs, news items, current events, and other time-sensitive content should be updated frequently. Don’t edit your published content on your deep content pages too frequently unless there is something you need to update; Google is mostly looking for reliability in new content being added to your website.
  • Dress to impress. Mobile users are becoming more and more common as smartphones continue to proliferate and tablet prices plummet. Research firm Gartner estimates that tablet use will increase a whopping 300 percent from 2012 to 2017, and mobile use will increase by 80 percent over the same period.1 If your site isn’t optimized for mobile users, you’re underdressed for the party.
  • Be mindful of the company you keep. The number of domains linking to your site is an important Google ranking factor. The links should be relevant to your page, not spammy or unrelated. Also, having highly ranked pages linked to your site helps your rank in return.

Google’s complex ranking algorithms use over 200 ranking factors to decide how it ranks pages. That’s pretty daunting for someone who’s new to the SEO scene. However, the more you know about Google’s ranking system, the more you can affect how your site is ranked. On Target Web Solutions is here to help your brand put its best foot forward, in Google rankings and far beyond. To get started with a human approach to Orlando SEO and your digital presence, call us at 407-830-4550.

What factors do you focus on in your marketing strategies? Let us know below.

Here We Grow Again : Job Listings At OT

Jobs at On Target

We’re beyond excited to meet amazing candidates for the following open positions at On Target:

Relationship Builder / Networker

posted: August 7, 2014

On Target Web Solutions, an Orlando based digital marketing agency is seeking a highly motivated, energetic and dynamic individual to network and build prospect relationships for our agency. This person would attend networking events and establish a presence in the Orlando community for our brand.

Requirements:

• Knowledge of Internet marketing, social media and traditional marketing issues

• Strong verbal and written communications skills

• Ability to network with prospects at events such as trade shows and conferences

• Public speaking experience is a plus

• Proficiency with Microsoft Office applications (Word, Excel, PowerPoint)

Specific Duties:

- Meets with Management weekly in person.

- Attends networking events and engages prospects.

- Meets with and communicates prospect information to our Sales Executive.

- Keeps CRM updated in terms of prospecting / lead activity / account activity.

- Provides daily contact information to mgmt.: who they contacted, outcome, etc.

To apply, please email cover letter expressing interest in this position AND a resume to tom.jelneck@ontargetwebsolutions.com. Want to schedule a time to chat? Call us at 407-830-4550 xt. 100..

Digital Marketing Outside Account Manager

posted: August 7, 2014

On Target Web Solutions and The Contentinators, leaders in business class SEO, Web Design, Content and Digital Marketing, have an opening for an energetic, self-motivated, ethical, dedicated, relationship builder to help grow our client base. This position is NOT for the timid, candidates need to possess the drive to learn about the digital services we provide in the Orlando/Central Florida market. Once educated on our deliverables, the ideal candidate will have the flexibility to offer our key products and services including Web Design, Custom CMS, Search Engine Optimization (SEO), Content Marketing and Social Media Marketing to medium and large sized businesses in the area. We are seeking someone who is willing to immerse themselves into our industry and has the communication skills to equate the technical speak they will learn into laymen’s terms for our prospects.

Experience Required:

- 2 Years Of Account Management, preferably in the Digital Marketing space.

- At least 2 years of college.

- Some experience with social media.

- Problem Solving skills.

- Proposal writing and presentations.

Specific Duties:

- Perform ample research to pre-qualify prospects, making certain they are a good fit for our companies

- Prepare presentations for both prospects and clients

- Meet with Sales Director weekly on progress

- Schedule meetings with both inbound and outbound generated leads

- Prepare proposals and have them proofed and signed off from the Sales Director prior to deployment

- Attend networking events and engage prospects

- Keep CRM updated in terms of prospecting/lead activity/account activity

- Create folders in Google docs with all necessary client specific information

- Provide daily prospect contact information to management

- Work closely with Sales and Marketing Directors and Accounting to make certain the client transaction is as smooth and painless as possible

- Meet and exceed monthly quotas set forth by management

To apply, please email cover letter expressing interest in this position AND a resume to tom.jelneck@ontargetwebsolutions.com. Want to schedule a time to chat? Call us at 407-830-4550 xt. 100.

Thanks for considering us and please share with your friends!
Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

If a Tree Falls: Shareable Content

As the saying goes, if a tree falls in a forest, and no one is there to hear it, does it make a sound? The same philosophical point can be made when discussing content marketing. The best, most insightful piece of content does your business no good if no one actually sees it.

So, how do you generate and then “distribute” your shareable content? The answer is twofold: you need to look at the content itself and the ways you’re promoting it.

What Makes Shareable Content?

A lot of people have written about the types of content that become shareable, and most agree there are similar themes. Shareable content is:

Entertaining. Content that makes us laugh, surprises us, or excites us is more likely to be shared. A study conducted by Ipsos shows that 61 percent of online sharers share things they find interesting, 43 percent share things they find funny, and 29 percent share unique content.
Informative. People love to share articles that have practical value. Another study by the NYT Insight Group found that 94 percent of people consider the usefulness of a piece of content before sharing it.
Engaging. Sharing content is a way to connect with other people who have the same interests as you.

In other words, you need to think about your audience when you’re creating content. It’s the old rule of advertising–your audience wants to know “What’s in it for ME?” Start by answering that question, and build your content from there.

How Does Content Get Shared?

Creating the content is only the first step. Now you need to get people to pay attention to it. The way you choose to “distribute” your content can have a strong effect on how it gets (or doesn’t get) shared.

What works for you? Look at the content you’ve posted and analyze which articles got the most attention. Where they funny? Did they teach your audience something? It seems obvious, but focus on the type of content that gets you the best results.

Rifle, not shotgun. Many people post their content as widely as possible, on every social media platform, assuming more is better. However, if your audience isn’t on that platform, you may be wasting your time. To use a very broad categorization, B2C marketers tend to focus on Facebook, while B2B marketers use LinkedIn. More specifically, there may be forums or groups devoted to your particular audience, and you may get better results by locating those and posting there. Locate influential people in your industry and target them with your shares–they can help boost awareness for your posts.

The right timing. Posting your content at the wrong time can guarantee obscurity. E-mail marketers recognized years ago that putting an e-mail in someone’s inbox at just the right moment increased the chances that it got opened and read. The same is true for social media–figure out what posting times get you the best sharing results. Also, stay on schedule and be consistent with your postings–we’re all creatures of habit, and regular posts reinforce your message more effectively.

Build Your Audience

Spreading your content makes you a recognized authority in your field and ultimately increases awareness of your business. In other words, shareable content stands out. If you need help in developing content that doesn’t fall silently in the forest, contact On Target Web Solutions at (407) 830-4550 or www.ontargetwebsolutions.com.

Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

On the Run: Mobile Devices and SEO

SEO For MobileIt seems almost too obvious, but many marketing professionals don’t realize that consumers use mobile devices and desktop computers differently, and that affects the way that companies should present themselves on each platform. Why worry about mobile devices? Well, for starters, mobile device use for e-commerce is growing rapidly, and smartphone and tablet purchases will represent 30 percent of the e-retail market ($707 billion) by 2018. With that much at stake, it’s surprising that only 25 percent of consumer brands have a mobile strategy.

Hunting for Products

There’s another interesting aspect to mobile strategy. While online purchases are growing, e-commerce is still less than 10 percent of all retail spending. Most of the other 90 percent of those retail purchases are conducted within 10 to 15 miles of the consumer’s home. So, how do online and mobile strategies play a part in store-based business? Mobile and web searches are being used to find brick-and-mortar locations to make purchases–and mobile devices are becoming more crucial to those last steps leading to a purchase.

Desktop users are more research-oriented. They are browsing for information, looking for answers to general questions. Mobile users, however, are action-oriented. They’re trying to find store locations, directions, prices, and other purchase information like availability. Page design is crucial: If mobile users reach a page that’s not optimized for smaller screens, they’re gone in seconds. Features like simple navigation, easy readability, quick load times, buttons, sliders, and click-to-call links are critical elements for mobile design.

Search engine optimization also needs to shift for mobile use. Paid campaigns receive more prominent placement on the search engine results for smaller mobile screens, so businesses may get better returns on paid advertising. Mobile tags should incorporate facts leading to a purchase and local calls to action whenever possible.

Give Consumers What They’re Looking For

Content is equally important. Remember, mobile users are typically much lower on the “purchase funnel” than desktop users, meaning that they’re much closer to the “purchase” action than their desktop counterparts. Prices, product specifications like measurements, and comparative ratings are all important to mobile users. Some big-box retailers like Lowe’s are taking location information a step further: Maps showing what aisle a product is on, giving busy or tired shoppers a way to avoid wandering store aisles or searching for an employee. Other stores like Target allow shoppers to scan barcodes with their phones to check inventory availability. Coupons and loyalty card information can be pushed to customer devices to spur the purchase decision.

Bring Your Customers to You

The mobile world is growing rapidly, and online marketing needs to adapt to this new environment. In essence, an effective mobile strategy links mobile search behavior to in-store purchases. Focus on answering the questions your consumers are asking their phones or tablets: Where can I buy this product, how do I get there, how can I find the product, what deals or discounts are available? If you need help with your mobile strategy, give On Target Web Solutions a call at (407) 830-4550. We can help you optimize your online presence for a more mobile business.

Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

The Evolution of Public Relations: Moving From Information to Influence

The Public Relations EvolutionTimes are changing for public relations, and the world of public relations needs to change in response. According to the American Society of News Editors, the number of full-time professional news jobs at newspapers declined by 14,600 between 2007 and 2012. Readership is declining for traditional media, while use of social and mobile platforms are increasing. So there are fewer journalists to pitch stories, and fewer people are reading the information presented in traditional media.

So how should your public relations strategy evolve? One solution is to increase your brand publishing. In other words, if you can’t beat ‘em, join ‘em. A strong content marketing strategy can position your business as a rich source of information, and you won’t need to depend on local or trade press as much to get your messages out. A well-thought-out blog can get reach that equals or exceeds a trade publication, without the cost and effort of placing ads and pitching stories.

Content marketing can also provide an entry point to reach the media as well. Informative and well-researched content that is optimized for search engines and publicized through social media, puts your company in the forefront when journalists are looking for stories or statistics. Some of the ways you can get your story to media outlets include:

Pitch story ideas to specific contacts. This is familiar territory for PR professionals. Build a contact list by researching trade publications and professional associations in your industry. In addition to those more traditional outlets, look for industry blogs and other online publishing opportunities. Ask for information on their editorial calendars or publication schedules, and share your own. With this information, you can craft customized media “pitches” that are actually more like partnerships.

Look for bylined article, content partnership, and guest posting opportunities. Remember that statistic about declining numbers of journalists? That means they can use all the help they can get, particularly if they don’t have to write the copy themselves. If you’ve proven you’re a solid content resource with thoughtful and relevant content, you may well be able to establish a relationship to get your content to a wider audience.

Apply for industry awards and speaking engagements. Both these options position your company as a credible resource for expertise within your industry, and get your messages out to new audiences.

Public relations is, at its core, telling stories to specific audiences to influence their perceptions and behavior. That means public relations and content marketing aren’t really very far apart at all. The same communication and messaging skills that are used in public relations are used for content marketing. If you’re interested in getting your messages out to a wider audience, contact On Target Web Solutions. We have the content and media expertise you need to create compelling stories and deliver them to the best audience for your brand. Call us at (407) 830-4550 to find out more.

Share this post and start the discussion: tell us about your brand’s PR successes through the world of content marketing.

Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

Protect Your Web Presence With Useful Digital Marketing KPIs

Protect Your Web Presence With Useful Digital Marketing KPIs

Key performance indicators, or KPIs, are used in a number of industries and markets to identify and track the activities that make a business, product, or person successful. They’re a little like signposts, directing you toward your final destination. KPIs are used in digital marketing to identify a business’ goals for digital marketing, and track the progress toward those goals. However, it’s critical to create the right KPIs for your business. After all, if you follow the wrong signposts, you’re not going to get where you want to go, right?

Unhealthy Digital Marketing KPIs

Vague and unproductive KPIs can actually be worse than useless–they can damage your online marketing efforts. For example, using a KPI of “increasing keyword rankings” may not help your bottom line at all. Are you improving the right keywords? Are you reaching the target market? Simply climbing up the search results page may not help your business sell more product, and focusing solely on keywords leaves you very vulnerable the next time search engines update their algorithms.

“Increasing site traffic” is another common KPI that won’t do much good if the traffic you’re attracting isn’t qualified. Site visitors that aren’t interested in buying your product don’t help your bottom line. In fact, sometimes you can sell more with lower site traffic, if you’re focused on the people that eventually become customers. “Building links” by begging other sites to link to you can actually be counter-productive, and get you penalized by search engines. Instead, a healthy KPI should be focused on profit. Are you converting more casual site browsers to customers?

Healthy Digital Marketing KPIs

While KPIs are frequently unique to industries and specific businesses, there are some general guidelines you can follow. Again, focus on KPIs that are directly tied to profits, and avoid those that can easily be improved without necessarily boosting your sales. E-mail signups and scheduled product demonstrations, for example, are two KPIs that could directly influence your sales numbers.

At On Target Web Solutions we understand that digital marketing can be challenging, and the digital landscape shifts and changes almost daily. We’ll help you navigate that landscape with signposts that are relevant to your business and that help you generate the results you need. We can work with you to create KPIs that will directly boost your bottom line, so you’ll see a direct correlation between your digital marketing and your sales. Call us today at 407-830-4550 or visit our website, ontargetwebolutions.com.

Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

All About The Google Search Removal Request

Exploring Google’s Search Removal Request

Have you heard of Mario Costeja Gonzalez?  If you haven’t, then that’s exactly how he wants it to remain.  Gonzalez, from Spain, wanted the world to forget about him, along with 36 words that were written about him in 1998 saying his home was being repossessed to pay off debts.  He has spent that last five years waging a legal battle against Google over the “right to be forgotten,” with the intention of having the search engine results come up clean when you Google his name.  A European court ruled in his favor, and he won…in a way.  Ironically, when you Google his name, the article has disappeared, but there are thousands of additional articles/blogs that reference what the original article said, making it almost impossible for him to ever be forgotten again.  Let’s hope he wanted to start and end this fight on principle alone.

While several Orlando SEO professionals are working hard to get businesses found, individuals in Europe are lining up to fill out Google’s Search Removal Request form to be forgotten, just as Mario Costeja Gonzalez has been, in theory.  Google launched the form on Friday, May 30, and they have since received over 12,000 requests and counting.  This feature is currently only available for European Union countries, as well as four non-EU countries — Iceland, Liechtenstein, Norway, and Switzerland.

If you live in the EU or the four accepted countries and you’re interested in submitting a request, you will need your full name, URL for each link in the search results that features your name, an explanation as to why the page is about you, an explanation as to why this should be removed (i.e. outdated, irrelevant, inappropriate), and a contact email address.  You can submit more than one URL, but each URL requires individual request submissions.  Each request will be reviewed by an individual at Google.

While Google has taken steps to cooperate with the EU ruling, it will have implications for all search engines.  The court specified that search engines that operate in the EU must find a balance between offering information that is of public interest and protecting the right to privacy and protection of personal information.

While this request form may not come to the States anytime soon, as a business owner, you should be worrying more about being found than being forgotten.  Contact our Orlando SEO professionals today to see how we can increase your business’s visibility in the search engines.

Thanks for reading and sharing!
Tom Jelneck / @TomJelneck

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