Blog : SEO

Creating a marketing plan

Creating a marketing plan

Every business needs a marketing plan. Businesses rely on sales and customers. These commodities cannot be generated without an effective marketing campaign that effectively communicates the company, product, and message. Though many businesses are well aware of the need for a strategic marketing plan, not all of them understand exactly how to implement it.

A marketing plan can include all of the following and much more: content development, emails and newsletters, market research and data analysis, SEO, social media management, sponsorships, website development, and mobile app marketing. While it is possible for a business owner to create, manage, and maintain a marketing plan alone, it takes a considerable amount of time and patience.

The ‘Do It Yourself’ approach

Owners thinking of a DIY approach should realistically calculate how much effort they can spare. For those undeterred by the tasks ahead, willing to tackle this challenge, below are three cheap and effective steps towards better results.

    • Do your homework: Research is key. Understand the market you are targeting and decide on your company’s message. Analyze competitors for blind spots and opportunities to shine. Don’t compete in areas they’re good—find your niche.

    • Email is big, cheap and often provides the highest ROI: It is also a preferred method of communication by customers.

    • Your website matters: Make sure it works on different platforms. Streamline the online experience. 81% of consumers use online to explore their options beforehand and gather information about purchases. Don’t give them a reason to be disappointed.

Hiring an individual or an advertising agency

Perhaps the amount of work ahead is too daunting, or perhaps you might not have the time to invest in creating something polished that best represents your company. While the immediate idea you might have is to hire an employee in charge of marketing operations, you’ll be surprised to realize that, in the long run, hiring a person could be more expensive than hiring an agency. Employees have more costs than salary once you include training costs, taxes, insurance, and the software needed. Excluding price, advertising agencies have other benefits, most notably:

    • Expertise: both in the niche market you’re seeking and in the types of marketing you might require whether that be mobile marketing or marketing online.
    • Experience: with creating and executing plans and consulting businesses.
    • Efficiency: a marketing agency does not require training. They can start often times immediately and implement a plan of action urgently.

Working with a marketer requires trust and a willingness to try new things. Communication is crucial to keep both sides on the same page. Both parties must have an understanding of the other party. You should discuss the roles each party with play in the process. Advertising agencies make life easier by freeing you up to focus on what you do best – running our own company. Regardless, they still rely on you for information and the materials needed to create the campaign, so there is no easy shortcut when it comes to marketing your business. The tools for success are out there at your disposal, but the drive ultimately comes from you.

Reach out to Colure’s development team to discuss a plan to advance your next project.

“Mobilegeddon” and Google’s algorithm update

“Mobilegeddon” and Google’s algorithm update

On April 21st, 2015, Google will release a major update to their search engine algorithms, significantly expanding the role of mobile-friendliness. This is widely considered by many, to be one of the largest game-changing events in the history of internet analytics. The announcement was made officially on Google’s blog in February of this year.

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high-quality search results that are optimized for their devices.”

Mobile access has already dominated the marketplace. Companies who have not integrated a mobile-mentality into their marketing plan are already being hurt because of the lack of customers who can view their website. The new shift in search results could significantly limit the remaining market share available to these companies. Companies without a mobile design will drop dramatically in the search engine rankings.

The purpose is to be sure that companies are adopting a mobile-friendly mentality to meet the expanding demands of the consumer. This event is about more than just having website with a Responsive Web Design. This is about companies embracing an entirely different mentality toward their marketing efforts. Next week’s shift will be monumental in the marketplace.

The event is significant enough to have been dubbed “Mobilegeddon” within the industry. This change will firmly establish what the industry already knows – mobility is not an “option”. It is a “must have” feature at the core of every application. The cost benefit of this move will re-enforce what many companies are already experiencing. Those who have not embraced the mobile movement will pay a significant price for not keeping up with the demands of the market and the consumer.

What will be changed? Google is keeping that a pretty tight secret. However, a recent post by Cindy Krum and Emily Grossman of MOZ, provides one of the best explanations I’ve seen of the upcoming changes. They discuss, in depth, how this will affect you and your company.

To assist companies in gauging these changes, Google has provided a test page for you to check your website’s mobile-friendliness.

Whether or not you have already modified your marketing plan, website and approach to mobile-friendliness, there’s an outstanding chance that next Tuesday should be pretty interesting. It’s sure to grab the attention of many CEO’s and stockholders.

Contact Colure’s Project Management Team to discuss your mobile concerns.

Audience retargeting in social media

Audience retargeting in social media

Advertisers use the practice of ‘audience retargeting’ in order to market a product to the most relevant audience. Social media has become one of the most vital parts of modern society because of its focused ability to meet this need.

The practice of retargeting allows companies to specifically target consumers who have previously demonstrated an interest in their goods or services. Manipulated content allows companies to place their brand freshly into the audience’s mind.

It is significant to focus on consumers who are truly engaged with a brand. In order to grow a business, it is critical to interact, stand out and appeal to your audience.

Facebook is extremely successful in terms of rebranding. They have access to critical data covering a fifth of the entire population of the planet. Because of this powerful information, they are able to place a specific ad in front of a specific person at a specific moment.

The data entered on Facebook pages such as personal preferences, searches, interests, and likes is identified, indexed and stored. Once the information is processed, they match commercial clients to your interests. It is not coincidental that as you search the web for a new computer, ads from electronic companies begin appearing.

The concept of retargeting is essentially a cycle. It begins when a potential customer visits a website and make a request. An association is established between that person and certain markets. As that person continues to ‘surf’, greater amounts of detail about that individual is gathered by various groups. As that person spends time on the internet, much of the commercial results surrounding that person will be molded to their tastes. The cycle both begins and returns to the individual.

By placing focused advertisements in front of a specific audience, companies are able to achieve a couple of critical goals. They maximize the effectiveness of their advertising budget. They’re able to place their advertisements directly before the audience most apt to make a specific purchase decision.

In the end, retargeting is the main tool used to manipulate consumer traffic towards your website. Contact Colure’s marketing staff to discuss the most effective exposure for your company. 

Project management tools for advertising agencies

Project management tools for advertising agencies

Project management tools are designed to help agencies to bring their projects from conception to completion. The ways in which you manage every idea, resource, and staffer will affect your ultimate destination. Given the span of variables in the creation process, it’s impossible to find one simple answer to meet everyone’s needs. Whether you are a team of one or 50 members, success is built upon a systematic approach.

A simple starting point to determine your PM (project management) needs, is to look back at your last three projects. What went wrong? What worked well? Was your problem time management? Was it information management? Was it the way you utilized your teams? Were you able to reconcile your billable hours against your accounts? Did you have an organized plan of attack or did you feel as though you were trying to round-up a bunch of wild cats?

The completion of your project is based on the premise that you have a solid footing in project management. This requires being able to wear multiple managerial hats. When it comes to project management skills, everyone has their strengths and weaknesses. It’s critical to identify what skills you have mastered and which may need a bit of help. It’s safe to say that almost everyone needs a bit of assistance with at least one skill.

An organized approach to your project is critical. Here are a few tools that can help you and your team better understand your project needs. Each of these applications has their own feel; all of these are strong tools to move you closer to a successful completion.

Suggested Project Management Tools:
  • Tomsplanner.com This is a simple, Gantt chart subscription service. This offers a strong starting point to organize your thoughts. This is a great place to organize a project’s multiple needs and resources.
  • Basecamp.com Organize your teams’ efforts around multiple projects. This system works well by internalizing conversations.
  • Wrike.com This platform likes to expand its communications across email platforms.
  • Getharvest.com This system does a great job of integrating your various finances.
  • Pivotstack.com offers a multitude of services from PM, accounting, and communications.

Every journey begins with a first step. Be sure that you move your project forward, towards a successful destination. Contact Colure’s Project Managers to discuss your visions for successful software development, marketing and concept development.

Why invest in mobile?

Why invest in mobile?

Why invest in mobile?

95% of people looked up information on their smartphone. 61% would call that business. 59% will visit that business. 44% will make a purchase.
87% of people use their Smartphone on the go.
48% of people use phone while eating.
79% of people have used a smartphone to help with shopping.

(Source: Google)

Yesterday’s Old Phone Book

Yesterday’s Old Phone Book

Yesterdays old phone book is today’s new “search engine”

Have you used a search engine in the last week? 95% of the searches used a search engine to find their product (67% alone on Google) 1.2 trillion – Number of searches on Google in 2012. Where is your product when your consumers search for it online? Are you truly optimized? (Source: Google Official History, Comscore)

phone book