What Do Users Look For in a Mobile Website Experience?

mobile-users Now that you’ve (hopefully) survived Google’s Mobilegeddon, it’s time to get back on track with your website’s mobile experience.

Why Mobile User Behavior Matter

When looking at the type of traffic coming to a website, it might be surprising to find out that mobile users will probably fall into the top 1 or 2 spots. Tablets, bigger smartphones, and even smart watches are making it more convenient for users to search from something other than a desktop computer or laptop. The downside is that while the engagement is there, mobile users can drastically differ in their behavior from the average desktop computer user.

Same Content, Different Behaviors

Typically, the duration on site of mobile users is lower than users using a desktop. Typically, there are also less page views and a higher bounce rate. You have to ask yourself WHY mobile user behavior is different when they are essentially looking at the same information as your normal, desktop website. Therein lies the problem. By the nature of the small screen, the user experience is never going to be the same as that of a desktop… no matter how seamless you try to make it.

The goal is to best adapt a mobile/responsive website so that the experience is logical and smooth. Knowing this, it’s understandable why Google stands against ranking websites that redirects all mobile results to a mobile home page. When it comes to designing for the user experience, it’s better to have no mobile redirects if you’re not going to have the results go to the actual page!

Give the Consumers What They Want

Nowadays, before you buy, you’re most likely to pull out your phone to search for reviews or compare prices. The convenience of smart phones have made customers more web savvy than ever. Whether you’re buying something as small as a drugstore lipstick (gotta check reviews first!) or making a big purchase on a car, your phone is your go to research tool. Check out how users start their research:
mobile-research

Next, we look at conversion rates by device top. Notice how iPads surpass conversions on a desktop! Smartphones and iPhones are significantly lower but there is still room for growth.
mobile-device-conversion

Pushing Phone Calls Through PPC

phone-call-ppc For most service based industries, higher quality leads come through when the potential customers call your business, rather than when sending a message or filling out a form. With the growing trend of mobile device usage, it’s no surprise that business owners would rather push phone calls on paid ads.

Why You Want Customers to Pick Up the Phone

Customers who are ready to make the call are often near the end of the decision stage in the buying cycle and ready to buy. These are the customers you want to capture. When customers call on the phone, it gives the business the advantage of having a personal interaction. That is, if you don’t have exactly what they want, you can always work with them to find another solution that will solve their problem. The customer may also reveal more things to you in person (on the phone) than what they will put on a contact form or email. Online messages often present the problem of playing email or phone tag. But when you have a live person on the phone, problems can be solved faster, needs can be met, and more conversions will take place!

Take Advantage of PPC Click Call Only Ad Formats

Ad choices for mobile campaigns are great because they make clicks to calls so easy and attractive. There’s no hassle of remembering or writing down the phone number to dial or call at a later time. In the time of instant gratification, it will make customers extremely happy to know that they can call at the touch of a single button and get their answers solved. It’s up to your business to be set up and equipped to handle these calls so that you can meet the expectations.

Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Clicks on these ads will only generate calls — they won’t link to a website. These ads also are very flexible with how they can appear. Each line of your ad could potentially be hidden in order for the entire ad to look its best on any mobile phone.

When you create a new ad in your call-only campaign, you’ll be asked to enter a phone number for your business. In order to verify your ad and number, we’ll ask for a verification URL, which should lead to page that displays your phone number.

You can read more here: https://support.google.com/adwords/answer/2453991?hl=en

How to Make Calls Work with Your PPC Ads

Before a potential customer decides to call your business, it’s essential to make your ad appealing and give them incentive to call. The starting point of paid ads are always the ad copy and keywords you choose to target, so call-only PPC ads aren’t any different.

Phone calls are also a good way to measure your business growth in tangible numbers. Keeping track of the amount and types of phone calls will also help you predict and forecast future business.

If you’re looking for an increase in phone calls, PPC ads are a great place to start but you have to make sure that your business is equipped to do so. Give us a call today at (888) 347-7757 if you have any questions about PPC ads or if you need an evaluation of your campaign.

What ‘Better Call Saul’ Can Teach You About Adaptive Content

better-call-saul-marketing Season one of the hit prequel Better Call Saul just ended and it has left fans wanting more… now! As a marketer, it helps to constantly be on the lookout for things, including pop culture, to see how they can be applied to online marketing and the bottom line, help your business grow. And let’s face it, Jimmy considers himself to be the master of marketing himself… or at least he thinks he is!

Let’s look at how AMC’s hit show can be applied to the relatively new concept of “adaptive content” in the world of content marketing.

What Is Adaptive Content?

Adaptive content is as straight forward as it sounds. It starts with one idea or topic that can be repurposed and changed as it needs to be used on different platforms – social media, print, TV, emails, etc. Think about TV, movie, song, adaptations of a  novel.

Better Call Saul fits perfectly into this adaptive mindset. When we look at the main character of the show, look at how far he’s come from the sleazeball ‘Slippin Jimmy’, to serious lawyer James ‘Jimmy’ McGill, to the criminal’s criminal lawyer we all know and love from Breaking Bad, Saul Goodman.

Whether he’s Slippin Jimmy or Saul Goodman, the character knows his role and how to use his strengths to achieve certain goals… as should your adaptive content. In a business content sense, it’s turning a topic into a blog series, whitepaper, podcast, how-to video, infographic, and more. Always keep thinking of the next thing.

Know Your Audience

In episode two of Better Call Saul, Jimmy finds himself in a rough situation – in the middle of a desert with a gun pointed on himself and his two “clients”. Knowing that he has to choose the right answer to make a crazed drug dealer happy, Jimmy finds himself playing the role of the hardened criminal lawyer. The result is a lessened punishment for his clients – two broken legs rather than the initial proposal of death! In this case, Jimmy knew who he was dealing with (an irrational man) and that the truth wouldn’t please him. How well do you know your audience?

Persistency Pays Off

Jimmy finds that being a solo practitioner is rough. A sudden break comes when he stumbles into the niche of elder law. Jimmy consistently brands himself and even comes up with a catchy slogan “Need a will? Call McGill”, while socializing with potential elderly clients in nursing and retirement homes. He even acknowledges the fact, “Hey. Old people love me.” The lesson here is to be persistent and consistent. In marketing, it’s about choosing a brand message and sticking to your efforts, no matter how hard it is… hard work does pay off in the end.

Know Your Goal and Always Be Open to Change

Sure, you can question his character but Jimmy McGill has been clear of his goals from day one. Whether it’s finishing law school, passing the bar exam, making his older brother proud, making money, or sometimes, just doing the right thing.

Learn from Jimmy – in online marketing, you should set reasonable short term as well as long term goals to mark your progress. Using adaptive content is just one strategy that can help your online efforts grow by reaching broader audiences without exhausting your resources.

Refresh Your Social Media Campaigns

social-media-manager-meme

Running a social media marketing campaign without a clear plan is like sailing a ship without a captain. You don’t want to be left aimlessly floating at sea or even worse… shipwrecked. If your campaigns have been on auto pilot for awhile, it’s easy to feel burned out. But don’t give up yet!

Keep Updating

Consistency is one of the hardest parts of maintaining an active social media account. If you feel tired or burned out, it’s not a good reason to give your social accounts a break. Regular posts are needed to keep your accounts in active order. Even if it means posting about articles that aren’t your own, interesting videos, inspirational quotes or pictures. These are also things that will help break up the monotony of your usual “business” posts. Although it can seem tedious, it’s the beginning of the battle into keeping a fresh social media account.

Get Interactive

You may have seen athletes, big businesses, or even local accounts incorporate prize giveaways into their social media posts. On Instagram, EnjoyPasadena does a good job of promoting a scavenger hunt through a series of posts and getting followers to use the hashtag. The idea is that EnjoyPasadena posts a clue or riddle about a location in the area where the prize is located. The first Instagram follower to find it will get the prize! This is much like the Hidden Cash Social Media accounts that caused a frenzy last year. But when done in this matter, encourages engagement while promoting local businesses.

Align Your Business Goals with Social Media Goals

Synergy. Your business is more likely to succeed when the goals are aligned. Luckily, this is very possible through social media. For example, if your business aims to increase referrals you can attack it from all social angles: email blasts, Facebook posts (and Sponsored posts), Twitter updates, and Instagram pictures.

Revive Your Outlook on Social Media

Nowadays, it’s rare that you’ll discover a new social media tactic that hasn’t been utilized before. But the purpose is to try what’s new and effective for your industry. Follow us on Twitter, Instagram, Facebook, and Google+ and contact us for more information or ideas for your social campaigns.

YouTube Video Cards Now Available to Everyone

Attention video content creators! YouTube has officially released video cards as an option to add to enhance your videos. The cards are applied to an individual video and are rendered for both desktop and mobile devices. The main benefit is that you can enhance calls to action on your videos.

There are various types of YouTube Video Cards including:
1) Merchandising
2) Fundraising
3) Video
4) Playlist
5) Associated Website
6) Fan Funding

Read more here: https://support.google.com/youtube/answer/6140493

Depending on the amount of videos you have on your YouTube channel, it may be beneficial to go back and add relevant video cards. It’s especially beneficial for videos going forward. Here are a few more reasons you may want to consider using YouTube video cards:

1) Make videos more interesting and interactive for viewers
2) Help bring more traffic to your website
3) Help increase conversions
4) Improve visibility of calls to action
5) Interface is easier for businesses to use

There is also analytics reporting available so that you can monitor the performance of the video cards.

Questions about video marketing or YouTube? Don’t hesitate to call us today.

Why Your Business Needs to Blog About Your Business

business-blog Blogging about your business might be the last thing on your list of things to do. Of all the other priorities, you might want to get to “real” topics in the industry for organic SEO purposes. Even if you have a regular writing schedule, be sure to put set aside some posts about your business and community when possible. Here are few reasons why blogging about your business and brand can actually be beneficial.

Humanize Your Business

Blogging about your business in relation to a community event or holiday focuses on the people that make up your business. It adds a special touch and sets your business apart from competitors. It will also help increase conversation when shared on social media, as friends, family, and peers will be more likely to comment on the posts & events.

Meet Customer Expectation

As a business, potential customers expect to see regular posts that are relevant and interesting. Along with these regularly scheduled posts, it’s important to push out branded blog posts where you fully control the message that is associated with your business name. This may be announcing a new free download or infographic or even a community event that you’ll be participating in. The point is that you can get your name out there and associated with things that are important to your business and location.

Help Establish Authority in the Industry

Attending an industry event or conference? Live blogging or posting a quick summary is also an easy way to blog about your business. It’s also a good way to get your brand name associated with topics at these much discussed events. Blogging in real time will help your  business establish itself as a true player in the industry. Not to mention that it will give you social media fuel, which can also up your game.

If you have questions about business blogging or need help, contact our Los Angeles copywriters today. We offer free consultations and site analysis.

Link Building Benefits of Real Life Meetups

group-meetup Have you ever browsed activities on sites such as Eventbrite, Meetup, or even events on Yelp? You might be surprised to know that organizing a local meetup can actually help your SEO and link building efforts.

Successful meetups are based on a common cause, so some events might include:

– A mixer for local businesses
– A free, informative presentation answering questions about your industry
– A social get together for alumni
– Getting together for a good cause or charity, like a beach clean-up weekend
– A gathering for a night hike
– If all else fails, your business can always sponsor a local event

Here are some reasons why these types of links will benefit your business:

It’s strengthens your link profile – Diversifying your links on local sites is always helpful and even if there is no SEO value (or the links are nofollow links), your site will benefit from the natural traffic from people who are looking for things to do in their area.

It’s essential for local SEO – Relevant citations are crucial and when your business is associated with local events in local businesses, it’s the best of both worlds! In terms of link building efforts, something like this would be more meaningful and helpful than auto-submitting your website to hundreds of directories!

Good publicity – Social media fans love supporting businesses for a good cause. Find one that speaks to you personally or your business as a whole. Depending on the event you are hosting or sponsoring, it will help your business brand to be associated with a good cause – helping others in need, cleaning up the environment, or supporting other local businesses.

It gives your business a chance to be part of the community – A free local event will always bring in traffic, virtually and in-person. While the link on the local meetup site will help your website, being at an event in-person will help your business by making connections that could never happen solely on the internet. This is what REAL networking is all about!

Explore different local meetup options for your business and let us know what you think!

3 Non-Content Things Content Marketing Focuses On

focus-content-marketing Content marketing is all about different types of content… but what about when it’s not? Dig a little deeper and you’ll see that content marketing focuses on much more, especially the three things we are going to discuss today.

The Business Story

Before you push different types of content out, what is it that your business has to say? Are you devoted to serving the community? Solving a difficult problem? Righting wrongs of other businesses in the industry? A brand message sets a business apart from competitors and sets the mood and tone for your content marketing campaign. Depending on what that message is, it may be wise to use certain mediums over another. For example, videos may help in “boring” industries where the field is already flooded with written content.

The Audience

Secondly, WHO is it that this story is suppose to appeal to? Without knowing your core audience, the message may be lost amongst a sea of uninterested consumers. It not only helps to target who you want as customers but what phase of the buying circle they are currently in. Are they just browsing and price shopping? Or are they ready to pull the trigger and make the purchase? The difference between identifying an influencer and decision maker is a crucial one.

Technical SEO

Behind-the-scenes of content marketing, technical SEO factors come into play. This refers to properly optimizing the content and tracking its success. The tracking part is how you can tell what is successful or not. Consider Analytics your new best friend. For example, using the right Analytics, you can easily tell which blog posts get the most organic or social traffic. Add Goal tracking, and you can also tell which posts get the most conversions. Feel free to try these other tools.

Contact Emarketed today for help with your content marketing campaign and tracking – (888) 347-7757.

The Ideal Conversion Rate Is Like a Unicorn…

unicorn-conversionConversion rate optimization – three words never sounded so intimidating. A major obstacle in the way of perfecting the art of conversion is that there are many myths and false information floating around out there. It’s hard to know what the norm is for your industry and what it truly means to improve conversions.

In a way, the ideal conversion rate is like the unicorn… of the search marketing world. It’s magical, rare, and some doubt their existence! Feel free to ask our SEO specialists about conversions but be sure not to fall for these widely used & generalized myths:

1) Website changes have to be drastic to make a difference: The idea that you have to “Go big or go home” is overrated. Sometimes, the smallest changes can make a tangible difference. Some changes include: improving the call to action copy in your meta description, reducing the amount of fields on a contact form, or adding a more prominent phone number on your website. These small changes are easier to change, track and may yield better results (and save you resources) than an unnecessary website redesign.

2) The Three Click Rule ALWAYS applies: It’s long been touted that if a user can’t find what they’re looking for within 3 clicks on a website… poof – they’re gone. Although this is a great rule of thumb, it’s too general to apply across the board. It definitely depends on your industry and the type of customer your business caters to. For example, if you sell rare collectibles, you can bet on visitors digging around and clicking to their heart’s content until they find what they’re looking for. This doesn’t mean that you should make it hard(er) for them to find what they’re looking for… but don’t make things more complicated than they have to be.

3) No one reads anymore and long copy is bad: Short and long copy serves their purpose in different places. Instead of basing conversions on how long content is, focus on the purpose of the content and whether you’ve answered everything that needs to be addressed. Maximize the effectiveness of this long content by adding space, images, headings, videos, and making everything easy to find.

Read a case story here: http://www.conversion-rate-experts.com/seomoz-case-study/ about short vs long copy.

4) Figuring out conversion problems requires asking complex questions: The funny thing with conversion optimization is that it often involves “dumbing” things down. Websites with conversion problems may be too complicated or sophisticated for the target user. Instead of spending time and worrying about figuring out more complicated questions to ask, take a step back. Ask simple questions to get to the root of the problem instead over-complicating the analysis portion.

5) Conversion is the only factor that matters: As easy it is to focus on the numbers, it’s just as important to understand HOW your process leads to those conversions. If your website receives a lot of conversions, that’s great! But can you really pinpoint the steps you took to get there? There is a science to good conversions and you will want to know exactly what was done so that you can replicate the process.

Don’t like the process of conversion rate optimization scare you. Emarketed can help you “capture” your “unicorn” today!

How to (More Accurately) Measure Your Social Media Efforts

measure-social-media It’s always been tricky to track and measure the ROI of social media efforts.The most difficult part is choosing what is most important to analyze & how that translates to your real life business. Here are 3 things that you can realistically do:

Analyze Referrals and Traffic

A quick review in Google Analytics (Acquisition > All Traffic > Referrals) of referral sources to your website will show you exactly where website visitors are coming from. Referral from these sites may look familiar:

– m.facebook.com
– facebook.com
– pinterest.com
– t.co
– plus.google.com

After reviewing this, take some time to analyze whether the outcome matches up to the time and efforts spent on the corresponding social network. If you log hours in Pinterest but don’t see a return, it might be time to cut back. If you’re getting good traffic from Facebook without really trying, it would be beneficial to focus your efforts.

Track Engagement and Audience Reach

How many fans/followers (and potential customers) do your social profiles reach? The Facebook Page Barometer gives a good estimate of social engagement metrics that you can keep track of and work on. Luckily, Facebook not only shows the amount of Likes, but growth over a certain amount of time, Reach, and Engagement (via Likes, Comments, Shares and Clicks).

Quantifying Actual Business from Social Channels

Numbers, spreadsheets, and graphs look great but clicks, calls, leads and conversions are what really matters. While they are perfect for your boss or client, it doesn’t really help if you don’t see anything from social media translate into real life.

This is where a loyalty program comes in handy. Launch and track different campaigns based on specific social media sites, such as coupons exclusively for Facebook users, deep discounts for Yelp check-ins, or freebies for a Twitter scavenger hunt. There are many creative but useful ways to track just how effective your social media campaigns are.

Need a Helping Hand?

Looking to take your social media campaigns to the next level? We hope that these tips help you get started. Contact us and join us on Facebook for new social media ideas.