What is Mobile Marketing?

Mobile marketing is a method of communicating with consumers through a mobile device. This method of online advertising is especially appealing to customers because of the convenience factor, as well as the instant and interactive platforms. More Internet connections have been established through tablets in recent years than any other platform.

Tablet Talk

There are basically two ways to effectively market your business to consumers using iPads, tablets, and smartphones. The first is to create a website that is compatible with mobile browsers. The second option is to create an application dedicated to tablets and make it available to consumers for free. You will be surprised by the difference an app can make for your business in terms of revenue.

Customer feedback is very important for any and all business matters, so the rule applies here. Design your mobile site or app with your customers in mind so that they actually use it. If you run a newsletter campaign aimed towards tablet owners, you must give them an option to unsubscribe at anytime. No business wants to earn the reputation as a “spammer”.

In addition to the above information about the significance of mobile marketing, consider the following tips, which are based on the marketing trends of this year:

• Emphasize user-created content. (articles, blog posts, testimonials, reviews, etc.)
• Take serious advantage of the variety of social media platforms at your disposal. (Instagram, Pinterest, Twitter, etc.)
• Provide coupons via mobile apps or mobile websites because they are redeemed more often than their paper or e-mail counterparts.
• Increase the number of images you publish, both onsite and off.
• Remember that YouTube is the second most popular global search engine after Google, which means you need videos.

Without a doubt, mobile marketing has a bright future, especially for small businesses. This online advertising method is not only effective, but also cost efficient. If the only thing standing in the way between you and the millions of mobile users worldwide is your lack of visibility, then change that! Zelen Communications is equipped and ready to establish your mobile presence so that you can start reaping the benefits.

The post i-Scream, You Scream, We All Scream for Mobile Marketing! appeared first on Zelen Communications.

Grow Organic

Search engine optimization is not just a trend or a fad. It’s an effective online marketing and advertising tool that helps connect you with clients and customers who are searching for the goods and services that you offer. Optimizing your website ensures that when someone is looking for information that closely relates to your business, the link to your website will appear organically in the search results. In other words, users will recognize that it is not a paid advertisement. Anybody can pay to be at the top of the list, but only those who are relevant and worthy earn their spot organically.

Local Link Love

Local SEO is when you optimize your website for a specific geographical area. This can be a city, state, zip code, or any other type of location. The benefit of local SEO is that it narrows down your clientele and attracts those in search of your product or service in the same region. This increases the likelihood of gaining the initial business as well as long-term customer loyalty.

Unlock Your Keywords

To get optimal results using search engine optimization, it is important to use terms and search strings that users will actually type in the search bar. It is also imperative that you use words that are actually relevant to your business and brand. On the contrary, if you use too many keywords, it looks untrustworthy and “spammy”. Users will interpret this as overselling.

Quantity vs. Quality

When it comes to SEO, the quality factor cannot be stressed enough. Search engines are constantly updating their algorithms and the way they rank domains. The only way to truly “beat the system” is to generate relevant and quality content on a regular basis, publish it on your site, and make sure people actually see it. The more social media sharing that you can get, the better! This is the one instance where more is better in terms of quality vs. quantity. Otherwise, the focus should be on quality content, on quality websites.

SEO Sweet Rewards

The length of time that it takes to see results from search engine optimization depends on your business, brand, the popularity of the keywords being used, and how old your domain is. The more popular the keywords, the more competitive it is to move up in ranking. Ultimately, a high level of patience is required for search engine optimization, but the end result is so sweet and worth the effort.

The post What to Know About SEO Rankings: They Will Not Rank You “Spam I Am” appeared first on Zelen Communications.

What’s a Native Ad?

An excellent example of native advertising via online outlets is Facebook’s sponsored stories. This option is used to promote and increase the visibility of different brands. Sponsored stories are based on the number of “Likes” that users give to the particular page being shown. These ads appear directly on the news feeds of Facebook users, so if a friend appreciates a local restaurant or shop, a commercial sponsoring of that business is established.

Native ads change the usual format that we’re used to, which makes it quite easy for a visitor to perceive them as normal and natural content. Without even being aware that the ad is in fact an ad, the consumer might end up finding out more information, and acquiring a liking for the particular product or service.

Native advertising quite closely resembles advertorials, which combine article promotion with a journalistic style. It is an alternative to the traditional advertising we are accustomed to. Most often, advertorials are used to increase brand and product awareness, or to instigate positive opinions. Sometimes advertorials will even feature interviews, reports, and editorials for advertising purposes.

The Native Effect

When properly executed, native advertising reaps positive results. The desired effect is that the user visits a site that they are interested in, discovers valuable information about a particular brand within the website’s content, and creates a positive perception in regard to that brand.

Ban the Banners

A large number of consumers have never clicked on a banner ad, but would happily read promotional articles if the content suited their liking. Native advertising causes a greater number of users to access the ads, with a click-rate up to five times higher when compared to basic banners. Any company can tell a story about its products, strategy, or vision, and get promoted using the tools offered by media. It’s just a matter of realizing the behavior patterns of your potential customers.

The post Do You Want To Attract Attention? Use Native Advertising! appeared first on Zelen Communications.

For the most part, viewers and fans of the show learned the ways of coupon clipping in order to reduce their grocery bills significantly. On the opposite end of the spectrum were the “extreme couponers”, who would stock up products simply because of a coupon deal. In all reality, will a family eat through 60 boxes of mac-n-cheese before it expires? It’s unlikely, but the makers of such products could not complain.

What Goes Up, Must Come Down

Initially, to respond to the coupon demand, companies issued a high volume of coupons, but over the years, those numbers have dwindled. There are even laws in place now, to regulate the coupon market. Such policies were put in to place to limit purchase quantities. This became necessary because some “extremers” would basically wipe shelves clean of various products, which has a negative impact on the store as a whole.

The demand for coupons has decreased quite a bit because of their decrease in value. Consumers’ interest in them has been on a downward trend for some time now and online advertising is one of the reasons for that. The quantity and value of online coupons has increased a lot in recent years, switching the gears of consumer interest.

Often times, digital coupons cannot be combined with manufacturer paper coupons. Based on the popularity of online shopping, it is not surprising that folks use the online coupon version if they must choose between the two.

The Scoop on Coups

Companies are now implementing coupon strategies and online discounts that benefit both the consumer and the company. Consider the following examples of how this is being done:

• Rite Aid – They allow up to 4 identical coupons so long as there is enough stock to satisfy the other customers. Consumers here are able to get discounts and at the same time the company does not run out of stock.
• Target – This super store has revised their policies so that customers can no longer combine buy one get one free – “BOGO” – coupons so as to make both items free. By doing so, Target protects itself from losses, but consumers still get good bargains and deals.
• Walgreens – They have revised their policies, allowing management the right to limit the number of items purchased. This controls the improper use of coupons and ensures that other consumers also benefit from the coupons.

Currently, most consumers are into online coupons because they are worth more and they cut out the middleman. This solidifies the promising future of online advertising. Not only does it cut down on wasteful paper products, but consumers are fanatics about being able to have their mobile devices scanned for promotional barcodes. Everybody wins.

The post Companies and Coupon Clippers: Use it or Lose it? appeared first on Zelen Communications.

The thing that attracts you to information online, other than the headings, is the visual representation that is used by the websites to make information easier to understand, access, and read. There are many ways you can use images on your website to improve it. Even if you already have images published on your site, don’t be afraid to add more.

Act to Attract

Make sure that your site has an attractive template and overall high quality design. A site that is plain or disorganized will be drudgery to navigate through no matter how valuable the information is. The purpose of your site should determine the layout and design.

Picture Perfect

Having pictures on your site adds tremendous value, as long as you choose images that are relevant, high quality, and the appropriate tags are used. Every article that is published should have an accompanying image that fits well with the topic of the article.

Let’s face it. People like pictures. If upon arriving on your site, visitors are flooded with captivating images, the likelihood of them bouncing from the page decreases. If, however, they see nothing but words and long paragraphs, they will most likely not waste their time. A well-chosen image can inform someone precisely what a particular web page is about before they even read any additional information.

Crowd Pleasers

Taking advantage of design to create attractive pictures, images and videos will pull crowds to your site. This applies to your social media strategy as well. Posting boring pictures and videos concerning your brand on social sites will not pull in interest. The sharing aspect of social platforms makes this especially important because if you post a popular picture, the number of people will see it is limitless.

Interesting and relevant pictures will not only make your brand look good in the eyes of consumers, but also in the eyes of search engines. Just as content is a critical component of a robust search engine optimization strategy, so is image SEO. Basically, you’ve got to post more pics, if you want more clicks!

The post Image SEO: A Picture Is Worth A Thousand Words, And A Thousand Clicks appeared first on Zelen Communications.

Smart businesses have begun browsing new social websites to expand their reach and to use newer and improved features that may help their business grow even more. A good social media strategy is imperative because it will bring all the platforms together to form a social media super power force, whose sole purpose is to promote brand awareness, attract customers, and have a positive virtual footprint.

It’s All So Pinteresting

So, what is Pinterest anyway and what are pros and cons of using it? Pinterest is a sharing platform where you are able to “pin” pictures to your various boards. The site is conveniently broken down into multiple categories, but you have the option to create as many themed boards as you’d like. Moreover, you can pin videos, share monetary gifts, and join discussion groups.

The downside to Pinterest is that although it offers many great features, the growth was so rapid that it might be overcrowded. More and more issues with copyrighted material are coming into play. As a business promoting your own company, this is definitely something you don’t want to fall victim to.

The primary idea of Pinterest was to allow people to share pictures and videos with family and friends. As the site grew at a fairly quick rate, new features were introduced. As a result, Pinterest became the place where users plan weddings, gather online recipe boxes, shop for clothes and gadgets, learn about new exercise regimens, connect with other users, and learn numerous DIY projects.

Sharing is Caring

The ability to share photos and other valuable information across social media platforms is the real golden opportunity for businesses. If you think about how similar “sharing” is in terms of “promoting”, the possibilities are endless.

Using Pinterest, businesses can promote or “share” new products, pictures, and videos. This is a great way for customers to make a visual connection, which will hopefully turn into attraction. The collection of “new” tips and ideas on Pinterest is really something else. Businesses can take advantage of this to better their organization and company as a whole.

To successfully implement Pinterest into your social media strategy you should post stories, create a board for pure showoff of your business, and collaborate with businesses alike. It is important to remember that social media revolves around a friendly atmosphere so do not be afraid to deviate from a strictly business-minded presence. It is perfectly acceptable to come across as personal and even humorous – show the human side of your business. Keep things fresh, add variety, and don’t use Pinterest as a sales pitch venue. As long as you do the above-mentioned things, users will show an interest in YOUR Pinterest.

The post Should Companies Have an Interest in Pinterest? appeared first on Zelen Communications.

One of the best ways to ensure that you stay on top of your marketing efforts is to capitalize on other websites that can give you back links for free. The more quality links you have, the higher you will rank in search engines, and consequently, the more customers you will gain. Keep in mind that search engines crawl the web on an hourly basis, and the links and hyperlinks between sites are like streets in a neighborhood. You don’t want the “crawlers” to get lost because you didn’t provide relevant information or clear directions.

The Power in a Link

An effective link building strategy is not easy, but that doesn’t mean it is impossible. Practice and patience are keys to success when it comes to link building. Don’t forget that it’s about quality, not quantity.

If a page on your website has a lot of links from authority websites pointing to it, the possibility of a higher page rank increases greatly. Most of your website’s Page Rank is determined by the number of top-quality links you have from important sources. You want the search engines to see a relevant relationship between your targeted keywords and those found on external websites. This way, when you have a link placed on that particular site, the search engine says, “It’s a match!”

Since link building is a major factor in improving your rankings, it will directly affect how many potential customers will be able to find you online by simply typing in a few keywords. Find out what your customers are searching for, build links around those words and phrases, then wait for the search engines to reward you.

Build Links: Link it or Sink it

As with any other marketing activity, there are some steps you need to follow when it comes to implementing a proper link building campaign. Some of the most important are:

• Sharing is Caring. If you have loyal customers, clients, or partners you work with, simply ask them to link to your site from theirs. In return, you can give them a backlink on your site.
• Build a Blog. Up-to-date, relevant, and quality content is critical for a successful link building strategy. That applies to both external content, and onsite content, which means a company blog is absolutely necessary. You need to have a valuable place to publish new content because search engines are watching.
• Get on the List. There are thousands of directories that offer free outbound links. However, make sure you have a well-rounded link profile and stay away from spammy links or black hat tactics.

The post A Business That Thinks, Knows How to Build Links appeared first on Zelen Communications.

Updating your web site with fresh and relevant content is something that you actually have control over, and that can drastically affect search results. Search engines can detect web sites whose content has not been changed over a certain period of time, and as a result, those sites drop in ranking.

Constant Content Creation

Keep in mind that even though search engines are scanning your web site, your readers are the target audience of your content. If the text you publish is ridden with keywords and internal links, such content will be deemed as spam, and holds no value. The goal is to produce content that provides site visitors with the information they are actually searching for, and in a friendly manner.

Writing SEO-friendly text is really not all that difficult, but it does require that you pay attention to relevance, formatting, and text quality. Consider the following tips:

• Always write content that is valid and authentic.
• Do not copy or “re-word” articles found on other websites.
• Only publish niche-related content.
• Organize the text logically and succinctly.
• Use small paragraphs, as well as bullet points and lists as often as possible.
• Create captivating titles and bold sub-headings.
• Avoid writing in all capital letters, as readers view this as a “loud” tone.
• Be personable and make sure readers know the text was written by an actual person.
• Limit the use of metaphors and clichés in order to stay clear and concise.
• Take advantage of keyword tools, but don’t go overboard within the actual text.
• Images are critical and the more the merrier, as long as they are relevant.
• Allow for comments and feedback to stimulate reader interaction.

Content creation is something that remains constant, regardless of how many, or how often, new updates or algorithms are released. In regards to SEO, there is so much out of your hands, but content is something that you actually have control over. Take advantage!

The post An Ode to Content Creation: You Have to Super-Size to Optimize appeared first on Zelen Communications.

Tampa, FL, April 10, 2013-Kaitlyn Nakagoshi, 29, is now responsible for search engine optimization (SEO) at Zelen Communications. She was most recently with Bisk Education in Tampa, where she held the title of SEO Link Builder and provided marketing support to the Universities of Notre Dame, San Francisco, and Vermont’s online education programs.

Earlier she was document solutions specialist at Tampa’s Kass Shuler Law Firm and membership services representative at Sports + Field Athletic Club in Wesley Chapel.

“We were searching for an SEO writer to help us improve our internal SEO program and Kaity was exactly what we were looking for.”

Ms. Nakagoshi earned a BA in Management and a BS in political science from the University of South Florida in 2008. She also holds a master certificate in internet marketing from the University of San Francisco. She is a member of Zeta Tau Alpha and serves as vice president of recruitment.

The post Zelen Communications Adds Staff appeared first on Zelen Communications.

In order to stay on the map and to maintain a competitive edge, it is imperative that you’re not only up to date on current trends, but can quickly adapt to those that are emerging. Consider the following tid bits of information regarding online advertising.

“Content is King” Becomes “Context is King” – No matter how good the content, without an effort to understand the context, customers may lose interest in it.

Design for Divas – A solid web design is becoming increasingly important because of user demand. Visual content (video, images, custom illustrations, animations, and infographics) will no longer be “nice to have”. It is becoming almost necessary in order to establish and maintain consumer engagement.

Get Local and Mobile – Marketing strategies based on mobile devices will be the primary channel acquisition for customer interaction, especially for small and local businesses.

It’s a Second Screen Scene – By the second screen we are of course referring to mobile devices. Advertising on TV is still traditional, and far from dead. However, thanks to the influx of tablets, more consumers are watching television and other types of media from their mobile devices. Online advertising must switch gears in order to accommodate this shift.

Don’t Lose Face – This social network already took advantage of the huge database that they basically created. Thus, Facebook advertising is jumping to the next level with better audience targeting. They are accomplishing that through a dedicated program of advertising and by using the new search engine named “Graph Search”.

Wear Your White Hat – Due to Google updates and an emphasis on quality versus quantity, it is becoming more and more critical that search engine optimization practices are strictly white hat. Spammers don’t stand a chance at ranking high under current algorithms, so it gives the good guys a chance to make their move. Keep in mind, however, that legitimate link building efforts require valiant efforts and above all, patience.

If your small business or company wishes to reach a target niche, and more importantly, establish a long-lasting relationship with customers, the above-mentioned tips are highly relevant. Do not assume that this is an exhaustive list, but comprehensive knowledge and proper application of it can certainly improve online advertising results.

The post What’s the Next Fad for Online Ads? appeared first on Zelen Communications.