Monthly Archives: February 2016

How to Effectively Use Location-based Mobile Marketing

business-location

It’s hardly a surprise that in this day and age a lot of business deals are happening on the go. That is why almost80% marketers are targeting the ever-so increasing mobile users with their location-based advertising campaigns. Many marketers are looking at location-based mobile targeting as an alternative tactic to segment their intended audiences. 

With so many mobile marketers using the small screen effectively, it won’t be long before this new trend catches up with other businesses as well. If you’re finding this new form of marketing a bit cumbersome, then here are some tips on how you can initiate the process.

1. Be innovative with your approach

One of the major drawbacks of location-based mobile marketing is that marketers are using the same user based information to go with all their location based mobile marketing beliefs. 

For instance, a popular misconception that’s doing rounds among new mobile marketers is that you need to serve a mobile coupon to consumers when a) they’re using the right app at the right time near your store, b) they’ll acknowledge your ad when they’re feeling good about it and c) when the ad is broadcast just right. 

Well, smart marketers are aware of the fact that most smartphone users operate from home or from their workplace via Wi-Fi or through their mobile internet. They also know that the right time and right place to target their customers with discount offers and relevant messaging can be any time or any place, including their residences and their workplaces. 

2. Don’t go overboard with your messaging

Do everything within limits. This applies to almost everything, including location-based mobile marketing. I know, as a marketer you need to be aggressive to overhaul your marketing goals. But that doesn’t mean that you fire your messaging on a massive scale to reach your intended customers. In fact, the opposite is true for geo-targeting and demographic targeting, which in a way cuts down the audience size considerably. 

But if you’re hard pressed on doing it on a massive scale, then not only are you eat into a significant part of your daily spend, but you’re also going to be in dilemma when it comes to getting the right response. 

3. Use Your Platform well

You need to set some realistic marketing goals based on the platform that you’re leveraging for your campaigns. For instance, when leveraging an Instagram campaign, you can split your target audience on the basis of their age and gender, whereas Facebook campaigns allow you to be more creative while optimizing user information.

Since we are well aware of the fact that two platforms may not behave similarly, all you need to do is test another layer of targeting or segment your data further. But don’t limit yourself thinking that the data may not work out that well with a particular platform.

4. Double check your messaging 

Marketers knew for a fact, well before the emergence of the digital platform, that locations respond unpredictably to messaging. This means one geolocation may produce completely different results as compared to the other. Hence, you need to double check your messaging before testing it out for a new location. Also, consider testing it through the ad network and not just with a geolocation.

5. Be accommodating with results

The fact that location based targeting is effective, doesn’t mean that you will not get impressions from outside your targeting zone. The sooner you come to accept this fact, the better it will be for you and your future marketing endeavors.

6. Discard location targeting for volume-based campaigns

Sometimes you need to think differently to reach specific targets and that requires different marketing approach. For instance if you’re looking to boost the App Store ranking and position of your app then consider removing the location based targeting as that will help you reach your targets more efficiently while decreasing the cost and increasing the volume of your campaign.

At the end of the day, what you do is not that important as compared to how you go about doing it? If you need more help on the subject then just write to us at sales@ebrandz.com and our reps will be in touch with you within 24 business hours.

HOW “MOVED” BUSINESSES CAN CLOSE THEIR OLD BUSINESS LISTING MARKED AS “PERMANENTLY CLOSED”

In last couple of years, there have been some reports doing rounds in media circles, that there are quite a few businesses who have issues with their Google Search listings being shown in searches as “Permanently Closed”.

This indicates that a business has either closed down or moved their business location to a new place.  In case, relocating businesses fail to update their NAP (Name, Address and Phone Number) citations in the Google My Business search listings then the relevant Google searches serve a big, red “Permanently Closed” notice to the searchers; instead of showing their new business address.

The existing issue concerns many such businesses and Google acknowledges this fact. It is, in fact, trying to fix the issue through Google My Business support.

Hardly reported in media circles, the solution to the existing issue that concerns most businesses lies in the Google Map based feature called “Moved”.

Why does the problem arise in the first place?

The problem arises when a business relocates to a new place without updating the new business address to its Google My Business Page. Google on its part, instructs the moving business to update its new business location as that will enable it to be in touch with its business contacts, photos, reviews, followers and other business related information.

More often than not, businesses are hardly aware or forget to update their business listings on Google’s My Business dashboard. As a result, many such relocated businesses forget to claim their business listings and often end up being listed as Closed, since they don’t following the Map Maker’s rule that informs businesses to close listings before relocating.

How you can fix it

As a business owner, if you’re thinking of relocating or have relocated and are facing the same problem, then just follow these simple steps to successfully update Google with your new search listings. First and foremost, contact Google My Business Team through their Twitter handle rather than contacting them over the phone. After connecting with them via Twitter, ask them to mark your old business listing status as “Moved” which is not the same as “Permanently Closed” business status.

There are many such businesses that have little or no information about this existing business status, which doesn’t have any reference either in Google My Business support center. It is available only on Google Maps and not on the Map Maker help page.

google-permanently-closed-listing

 

Changes that occur while Google updates your listing as Moved

So, now, you know how to mark your business listing as “Moved”. After a couple of days, you’ll notice the below changes once Google updates your business listing.

  1. This will erase your Google Search and Google Maps listings completely, making it impossible to find it in the searches.
  2. The removal of your listing will also terminate the “Permanently Closed” message, making it completely disappear from Google searches.
  3. Google uses a 302 HTTP status code to set up Google Maps URL to display your old business location. Your online visitor will be redirected to the new business location when he stumbles upon the Maps URL related to the old business location.
  4. As a part of the moving process, your old business reviews from the closed business listings are redirected to your new business listings. Just double check the entire process if that doesn’t happen.
  5. It is impossible to track your previous Map Maker business listings without making use of the direct URL that uses your business related CID number. Hence, your previous business listing will sport a “Permanently Closed” status instead of displaying the “Moved” status on the Map Maker.

This is where Google is trying to fix the issue that will enable a business to edit through Google Maps. If that happens, then it will save businesses a lot of time which gets used up while trying to reach Google My Business support center to get things done.

As seen in the screenshot below, Google Maps sports a “Moved” button that comes under “Suggest an Edit” section, which enables the user to update their new business information.

report-data-problem

 
As mentioned above, you may not accomplish your task by simply hitting the “Moved elsewhere” button, since that may trigger the “Permanently closed” label to completely disappear from the searches. And if you do press the button, then it will only display the little red banner with the “Relocated” message as seen in the image below.

Here you can see, your Google Maps and search result listings now sport a massive red label marked as “Closed”.

google-relocated-listing

 
This is how you need to initiate the process which will hopefully help a lot of struggling businesses that are finding it difficult to make ends meet.

If you still need any help, we can be of assistance. Just write to us at sales@ebrandz.com and our reps will be in touch with you within 24 business hours.

FACEBOOK’S ROLLING-OUT “EMOJI REACTIONS” TO GO WITH ITS “LIKE” BUTTON

facebook

Bringing an end to more than a year’s worth of media speculations, Facebook has reportedly launched “Emoji Reactions” on its platform to go with its trademark “Like” button. Facebook has been working behind the scenes for quite some time now to enable online users to express reactions such as Wow, Love, Angry, Happy or Sad.

These “Emoji Reactions” will give Facebook users more expressive freedom by allowing them to react more freely to a particular post, rather than just “Liking” a post.

To use “Emoji Reactions”, mobile users are required to hold on to the Like button and choose from an array of reactions. On the other hand, desktop users need to place their mouse cursor over the Like button, which will make the emoji’s appear on their screens.

To evaluate the impact of emoticons as a part of online self-expression, a whole lot of research and global online surveys were carried out by Facebook. The roll-out of “Emoji Reactions” is a culmination of their years of research and it will soon be available to you for online self-expression on the platform.

“Emoji Reactions” are soon to be rolled-out globally to all the users; that includes the desktop, mobile, iOS and Android app users.

HOW SMALL BUSINESSES CAN PLAN THEIR MOBILE APP LAUNCH

app-indexing

Due to their limited presence and resources, SMEs find it difficult to reach out to their intended target audiences. That’s where mobile apps come in handy as they are not only budget-friendly, but also effective in terms of their reach. But your task doesn’t get over after developing a mobile app for your business. To ensure that the mobile app makes a positive impact on the bottom line of your business, you need to have a clear-cut marketing strategy in place that leads to numerous downloads.

Here’s a complete guide to help you chalk out your future mobile marketing strategy.

1. Determine your target audience

First you need to identify the target audience that you want to cater to before devising your mobile marketing plan. Then start designing the Mobile App, while keeping the target audience in mind.

Consider the factors that are listed below while designing your mobile app

  • Age group
  • Interests
  • Tech-friendliness
  • Industry

2. Don’t ignore the keywords

The discoverability of your app in the App Store (for iOS users) or Google Play Store (for Android users) is one of the factors you need to consider while launching your business mobile app.

Over 60% of iOS users organically search for apps, when more than 80% of iOS apps are “Zombie Apps” that are hardly discoverable in organic searches. This is the sole reason why you need to focus on researching for right keywords and app optimization factors that play an important role in the overall visibility of the app. As a part of your mobile marketing campaign, you’ll have to analyze the existing marketing trends by keeping abreast with the latest App Optimization strategies.

3. Leverage your online resources

After designing your business’s mobile app, you need to make sure that you’re enhancing the overall visibility of your app. You can do so by showcasing it not only on your web presence, but also on your existing social media profiles and other possible marketing channels that you can think of. And if you want to reach out to more people then design a dedicated website to promote your mobile app in a better way.

Listed below are some factors that you need to consider, while designing a comprehensive website for your mobile app

  • Landing Page :- Leverage your website’s home page to promote your mobile app. Also, you can include the Download Now links or use QR codes on your dedicated mobile pages to take interested online visitors to your listed mobile app. Share downloading benefits of your mobile app with online visitors by giving ample product description. Include salient features, screen shots and promotional videos describing the USP of your mobile app.
  • Blog Articles :- Build a great launching pad for your mobile app by sharing frequent updates and relevant information about it on your official blog post. Increase the curiosity level of your target audience by regularly sharing latest mobile features and a sneak-peek of your mobile app. This will not only increase the overall visibility of your mobile app, but also the curiosity levels of your target audience, who would be eager to download your app once it’s launched.
  • Banners :- Entice your click through audience by creating website banners that include important app info and download links that command action from the online visitors.
  • Emailers :- Short and crisp Emailers are a great way to communicate if leveraged properly. You can communicate with your target audience by sending them app update emailers on a regular basis.

4. Plan your launch

It’s not what you do, but how you do that matters the most. The same applies to your mobile app marketing strategies as well. To bring about a perfect storm to increase your app downloads, mark your app’s official launch day and advertise it to your intended customers through different modes of communication. Leverage your official social media handles to create a buzz; that includes exclusive offers to the downloading users. On the launch day, you can offer special discounts to the early birds. This will give them an added incentive to download your mobile app.

5. Listen to your customers

During the initial phase of your app launch, take the feedback of your customers and include the positive response in your app. Go through your in-app reviews on a regular basis and if required, request your regular users for positive ratings on your app while sorting out their complaints. Keep up this two-way communication flow with your customers while you keep an eye on your app rating. This way, you will ensure that you are adding value to your customers’ app experience.

6. Don’t ignore Videos

What words can’t achieve, images and videos can. In fact, images and videos can help in creating that indelible first impression on your target audience. Make a short and crisp promotional video that serves as a tutorial on your mobile app and share it across your official social media profiles. Remember, a shoddy video clip is akin to having no video at all. In case you feel short on required resources, it’s better you stick to a print format only.

For more info, you can write to us at sales@ebrandz.com.

FIVE QUICK SEO TRICKS FOR INSTANT SHORT TERM GAINS

seo

In this fast paced digitized world, we want everything delivered quickly, at the press of a button. While it is practically possible for getting instant materialistic satisfaction, the same thing cannot be said for some of the major events in your life such as education, career, medication, marriage, progeny, etc. They demand your dedicated time and patience. Like these major events in your life, SEO too needs to be seen as a long-term investment for getting better results. But as part of human tendency, we always search for some quick short term results. Even though SEO services yield better results with time, there are some easy wins that you can look forward to while realizing your long-term SEO goals. Here are some quick, result oriented SEO tricks that you can use to not only get ahead of your SEO rivals, but most importantly to sign-up new clients.

1. Make Use of Featured Snippets

If you want to attract more organic traffic to your site, you need to work out a strategy to get a featured snippet spot under your belt. While it’s still a task to feature in the quick answer box, there is an SEO trick that you can use to optimize your content.

Just go to your Google Search Console to find out how many queries ending with a question mark are ranked highly in the searches. You can filter the queries that contains “how,” “what” and “why.”

Now, prioritize your list of keyword phrases on basis of their search volume. Filter your list for keywords with higher search volume. In case, your question-related keywords don’t rank higher in searches, just weave your content to answer a simple question that you can think of.

Some quick and easy tips to increase your chances of getting featured in the answer box by doing some on-page modifications as mentioned below:

  1. Make use of bullets or number format while answering search queries that contain a question.
  2. Include a video to the page that answers a query, along with an image.
  3. Fill your page with informative content that adds value to the reader.

Now, submit your content to be indexed by Google and share it on your Google plus page so that the changes are noticed by the search engine. Visit here to know more about how to get featured snippets.

2. Optimize Existing Content

Getting your new web page higher up in the search rankings takes a lot more effort than improving the ranking of an existing page.

While keeping the number one search ranking goal in sight, target your content to rank anywhere between 3rd to 10th search ranking positions. Working on your bounce rate and building new page links can be great assets for securing short-term gains.

There are many methods to identify the page that you need to focus on.

  1. Go to the Google Search Console and look for keywords that rank anywhere between the 3rd – 10th search position.
  2. Run Google Analytics and find pages that have high bounce rate but attract decent traffic to the site.
  3. Now, look out for pages with higher conversion rates through your Google Analytics account. Search for keywords that are attracting traffic to the site and optimize your content around those keywords.

Here are some tricks that you can use to quickly improve the search metrics of these pages:

On-page optimization

  • Adjust the basic page ranking factors to improve search engine optimization of your page.
  • Create new internal links from the related pages to your target pages.
  • Share your content on Google Plus and allow Google to index your pages

Invite a well-known influencer for some quick links

Invite an influencer to contribute towards the improvement of your page’s content. In bargain, you stand a chance to gain some great links.

For instance, you can invite a well-known soccer player to do some guest blogging for your page based on soccer, by asking him some relevant questions.

Do share links with the influencers via email or Twitter asking for their opinion on your blog update, which you can also use on your social media profile. Use the same method while designing brand new pages.

Search intent optimization

You may have come across pages that rank higher for queries that don’t seem to fit the page content. For instance, a search query related to “SEO services in NY” gives results on how to reach out to an SEO agent in the New York City. Working on this core issue will automatically improve your search ranking and lower your bounce rate.

  1. If your page is not ranking for a particular set of keywords, then consider rewriting the article around keywords that are currently attracting traffic to your site.
  2. Include a section to answer the query that your article already ranks for. This will enable you to maintain the visibility of your article.
  3. Consider writing a new page if on-page information doesn’t match the search intent and then link it with the higher ranking post on your website; that includes the keywords rich anchor text.

3. Improve Visibility of Your Converting Pages

Search for pages, via Google Analytics, that help in conversion. Capitalize on the keywords that are currently attracting traffic to your site. Besides that, you can even make use of paid campaigns that feature the high ranking keywords.

To improve your on-page SEO value, focus on the trending keywords and pages to get quick results in a short period of time.

4. Look for Competing Content

Combine the pages that you find have content with similar topics. In order to unite these pages as, do ensure that you redirect their URLs.

5. Get Rid of 404 Errors

To fix 404 error pages, you can make use of several available, online SEO tools. Also, reach out to site owners that have broken links or redirect the URL to a live page to fix the broken link related issue.

Your Final Takeaway

Even though you need to consider your SEO strategy with a long term perspective in mind, there are a few SEO tricks that you can use to get quick, short term results.

Need help with implementing these tricks? We can be of assistance. Just email us at sales@ebrandz.com or call 1-888-545-0616 and we’ll do the rest.

GOOGLE TO NO LONGER SPORT ADS ON THE RIGHT SIDE OF DESKTOP SERPS, WITH ONE EXCEPTION

search

What is being referred to as one of the most dramatic advertising moves, Google will now allow advertisers to place ads on the top and bottom of its SERPs.  This will completely free up the right side of desktop search results. And as a compensatory measure, the company’s offering extra ad space for advertisers to display four ad units instead of three, at the top of the search results by branding them as “highly commercial queries”.

In hindsight, it’s not at all a surprising development, since Google tested this new ad functionality way back in 2010. Over the years, this functionality has gone through some modifications. Users outside the US started noticing four ads being displayed on top more frequently, since late last year.

But this may change altogether. Google’s spokesperson confirmed that the new SERP, comprising of four top ad units, will soon be rolled out to support all language searches on a worldwide basis. So you may no longer see any ads on the right side of the search results, except for the PLAs (Product Listing Ad) that will continue to exist, both on the top and the right side of desktop SERPs.

The new ad functionality will sport an additional fourth ad unit for highly commercial queries, which is what Google’s official statement says.

“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”

The removal of right side ads will impact desktop searches as well as the advertisers, worldwide. And what is being branded as highly commercial queries like “the hotels in Las Vegas City” or “travel insurance”, etc. will appear as the fourth ad unit on the top of desktop’s SERPs.

Desktop SERPs minus the right side ads will now appear to be more similar to mobile SERPs. However, the Google mobile ads space at the top sports either two or three ad units in the search results.

Need some expert help in this matter? Just write to us at sales@ebrandz.com and our professionals will be in touch within 24 business hours.

TWITTER INTRODUCES GIF SEARCH SUPPORT

twitter

In an attempt to address its stagnant user base concerns, Twitter has launched GIF search across its platform. Short on creative juices, Twitter drew this latest creative inspiration from its rival, Facebook’s successful version of Playbook which uses a GIF image search on its in-app messaging platform. Very much on the similar lines, Twitter is now launching a wider GIF image support on its platform. This will include all kinds of GIFs that you have known and loved over the years, thanks to their associated partners – Giphy and Riffsy.

It’s hardly a surprise that of late GIFs have had a commanding web presence and according to Twitter, as of last year, over 100 million GIFs were shared across its platform. According to latest Giphy updates, the animated image search platform revealed that it recently closed a $55 million financial deal. Now, with a microblogging site coming into the picture, it more or less endorses and bolsters the fact that animated images form an integral part of self-expression online.

Having said that, the new GIF search functionality is simultaneously being rolled-out to Android, iOS and desktop users. Hopefully, the new feature will add to the engagement level of the audience by making their Twitter experience a worthwhile one.

Want to add anything? Have your say by emailing us at sales@ebrandz.com.

IT’S TIME TO STOP PLAYING THE GUESSING GAME IN APP MARKETING

apps

Gone are the days when the number of downloads portrayed actual success of an app. A few years back, seeing a thousand downloads of your app may have been an exhilarating experience, but today it’s not. The number of apps has escalated insanely, but then so has the number of users. So if you have witnessed a thousand downloads of your app and are jumping around in joy, then you need to calm down and get a reality check.

Sorry to break your confidence, but this is actually the case. Downloaded apps don’t guarantee user engagement. In fact, a survey revealed that due to mammoth availability of apps, most of the new apps never get used after being installed. People install the apps, engage with it a few times and then forget about it.

This makes the job of a marketer tough. Because currently the only measuring system is driven by the number of downloads. Hence, it is very difficult to find out which app is actually performing well and if it can provide with the data, a marketer is looking for.

Earlier, the success was measured by the number of clicks on the banners. But that was an old way of measuring. As technology has advanced, it has become possible to accurately analyze & measure the sales path. This is also the case with app marketing.

The best possible way to analyze the success of an app is to include a registration form which has to be filled by a user on downloading it. You can also evaluate the time spent, pages viewed, content views, levels or achievements unlocked, number of in-app purchases and more. But of course, these metrics are not “One size fits all” and can be implemented as per the niche & the type of the app.

These metrics can be a game changer because as I have already mentioned, app marketing still runs on the “Guessing Game”. So if we get accurate data from apps, it will help us (marketers) design close-to-perfect campaigns and get maximum return on investment. It will also help in understanding users’ behavior and thus it will be beneficial for app developers as well.

But in this highly competitive app world, it can be dangerous for app developers to force users to fill the form. Users are usually running out of time and have many options in hand. If a registration form turns out to be longer and detailed than usual, it can adversely affect app downloads. Also, any metric that involves users’ involvement can be risky considering the short attention span of the users.

However, Google is taking long strides towards scanning the data of the apps and analyzing user behavior. But this can be a success only when most developers will allow Google to do so. If a majority of the developers provide access to Google then a new door will get unlocked for everyone. After all, an app contains so much data that it can be used for creating pitch-perfect marketing campaigns by understanding the users’ needs. It will be a win-win situation for everyone, since Google will get the data and so will the marketers. People will get to enjoy free trial in exchange for viewing ads. And these ads will prove to be highly relevant as they will be targeted after analyzing an individual’s buying and usage pattern.

We can definitely expect huge advancement in the field of app marketing in the near future.

For more info on this topic, you can write to sales@ebrandz.com.

GOOGLE ERRS WHILE DOING A U-TURN ON ITS PREVIOUS SEO STAND, HERE’S HOW

According to media reports last week, Google had said that it will not offer any SEO certified services to the businesses. But this week, Google did a U-turn on its previous weeks stand by announcing that it does offer certified SEO services only through its associated network of SEO partners.

This error was spotted by Aaron Wall, who posted it on his Twitter timeline.

A similar mistake even appears on the Google’s Campaign page, which sported a section that reads “STAND OUT WITH SEARCH” that informs businesses to hire Google- certified SEOs, which can boost your SEO campaign by attracting more traffic to your site.

Here’s how the snap with an error reads as below.

google-stand-out-with-search

From the above-listed information, it’s quite evident that the person who is responsible for coming out with such a statement isn’t aware of Google’s SEO based policies and knows nothing about Google’s certified group of partners. While Google does offer certified services related to AdWords, Analytics, YouTube and DoubleClick but it doesn’t offer any certified SEO assistance as such.

And we all know Google keeps committing errors like these, as this Twitter profile suggests.

Well, this serves as a perfect example of a well-known saying that goes like “half knowledge is a dangerous thing.” And you don’t want any of these half educated professionals to help you out with your SEO campaign in 2016 … Right? Just hire our tried and trusted SEO services and check out our exciting offers. For further assistance, you can reach out to us at our email id sales@ebrandz.com or just ring the bell on 1-888-545-0616 (Toll-Free).

GOOGLE ADVISES WEBMASTERS TO USE SEARCH CONSOLE INSTEAD OF CLASSIC LINK OPERATORS

worst-link-building-practices

Discovering new links and efficiently managing them constitutes as an important aspect of SEO services, and SEOs use Google’s special search operators to find these links.

Over a period of time, SEOs and webmasters have minimized the use of the link operators. Since long, Webmasters have been advised by Google to use its Search Console link report in their search for new links, as these link operators show only a “sample” of a site’s links.

In the past week, Bill Hartzer pointed out that these so-called special link operators weren’t working on many large websites, which includes [www.google.com]. However, they seem to work efficiently on other large websites such as [www.yahoo.com].

This brings us to the conclusion that Google may have completely removed the link operators from its search engine. But, Google’s Gary Illyes denied the same through his twitter handle.

Contrary to that, the image below depicts that the link operator google.com is not searchable.

link-google

Whereas the operator yahoo.com is easily searchable on Google.

link-yahoo

This issue was addressed to Google through an email, but they replied with the same message that Google’s Gary Illyes shared through his twitter handle.

Interestingly, the link operator was found missing from Google’s search operators page a few weeks ago.

Google again addressed the issue by stating that instead of using link operators, webmasters should use Google Search Console services. Well, the matter is still up for review at Google’s end and hopefully, Google’s webmaster will clear the air in his future communications.

For more info on this topic, write to our experts at sales@ebrandz.com and we’ll get back to you right away.