Blog Archive

Maybe it’s time to “Face” the music! If your business isn’t using Facebook advertising to build an email list of prospects and buyers then you may be leaving money on the table.

 

Facebook Advertising by Will Sherwood of The Sherwood Group

 

In this post I’m going to show you how you can win with Facebook advertising, not only because they can be cost-effective, but because of the many targeting options Facebook Ads can offer!

Here’s How Facebook Advertising Helps You:

  • Facebook will bring in more super-targeted leads for your business.
  • Facebook will help build long-term relationships that build brand recognition.
  • Facebook Ads can be very affordable.

How does Facebook work for your business?

As we move forward into the fourth quarter, you may have noticed the Facebook trend for the past nine months: Your personal or fan page posts do not seem to show up on your friends/fans timelines! This is because Facebook wants you to advertise.

Facebook collects massive amounts of data that allows them to quantify your active users on Facebook. Facebook advertising is truly the better way to manage your social media presence for increased business in 2015.

Don’t fight it…  EMBRACE IT!

Facebook advertising for business will be around and Facebook will continue growth as a platform that provides highly effective ways to reach very targeted consumers. It’s tough to imagine this trend changing for the foreseeable future. It’s simple to be one with Facebook advertising for your business.  The power of Facebook lies in the fact that it is the most visited website on the internet! You can embrace Facebook and be great at it.

Reference: Facebook’s second quarter earnings report

The Truth about Mass Emails & SMS

Mass Emails: Unfortunately, there’s an increasingly known secret about mass emails: The don’t work!

SMS: Anytime you comment on something in Facebook, their algorithms pick that up. Whenever the algorithms note that an interaction has taken place, i.e. your page has connected recently with a user, they liked a comment, you liked a comment, etc. it raises the value within Facebook, and Facebook values your comments higher. This means your comments will be shown to more and more of your fans.

Why Facebook Advertising?

For one reason, there are over 800 million Facebook users active each day!  Consider the enormity of that number for a moment.  Depending on your product or service, that’s the ability to tap into many potential customers!  If they scroll past your advertisement in their news feed, create a new ad for them and work on your targeting.  But don’t worry. You don’t have to throw your advertisement into cyberspace and hope that someone sees it. When you advertise on Facebook you are picking and choosing the people that you would like the ad to reach.

  • Facebook advertising puts you in a places that you decide your ads should be.
  • Facebook gives you extensive options to target your specific audiences.
  • You can filter who sees your advertisements by geographic areas, age groups, genders, education status, relationship status, and even celebrity, brand, or competitor pages just to name a few.
  • You can also choose to push your advertisement to people who have already told Facebook that they like the types of things your business does!
  • Facebook advertising even gives you options on how much you pay for services based on the amount of distribution you want.
  • Facebook collects data and gives you a breakdown of how each ad campaign you design is faring in the Facebook universe.

Facebook is only one example of the many different social media outlets you can use to help promote your business, and look at how much exposure your business could get.

Long Lasting Relationships

As a business, your goal is to create long lasting relationships with consumers thereby ensuring repeat business.  Well, consumers are already incredibly attached to their cell phones and other mobile technologies which creates a 24/7 link to social media.  So why not use that link to get your company at their fingertips at all hours?

Let us help you develop your advertising marketing plan.

If you enjoyed this post, you may also want to check out these others:

4 Tips for Entrepreneurs Looking to Grow Business
3 Ways to use LinkedIn Groups to Grow Your Professional Network
Greeting Cards: Are They a Thing of The Past?
How To Amp Up Your Visibility With Facebook
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is published by The Sherwood Group, Creative Agency:
The Sherwood group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later. Our goal is to stir your imagination and leave your competition shaken and wondering, Now what do we do?” We are located in Santa Clarita, California, a planned community just outside Los Angeles, California.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

The sad truth is that your business needs to grow or it will die. Few of us have the customer or cash base to maintain growth year after year without dedicated effort. Here then are 3 tips to help you grow business and keep that business healthy:

 

Growing your business image.

None of us starts out saying we just want to eke out a living until we die. So we grow. We do it hard and we do it fast. If we do it smart, then our business survives to see its new incarnation.

Get Out of Your Way

In nonprofit management, there is a thing called Founder’s Syndrome, in which the person with the original vision is the one most likely to smother the organization to death. Because sole-owner businesses have the same creator-centered issues as nonprofits, they can also suffer from Founder’s Syndrome. To combat this, transition yourself from owner to CEO. The CEO is the leader of the team that makes up a business, a business that is independent of its creator. To expand your business, commit to letting your business grow on its own.

Make It Worth Your While

Business people love to talk about return on investment, mainly because it is one of the most important financial ratios. ROI is the percentage calculated as the amount that you will get back from your investment minus your original investment, all divided by the original investment. It looks like this:

ROI = (Gains – Cost)/Cost

One of the issues that small business owners have when they want to grow business is that they do not calculate their own efforts into the formula. If you are going to use your own money to create a marketing campaign to bring in new business, and you are the only one doing all of the advertising, then your salary is part of the costs of doing business. Look for a ROI of at least 20 percent. It will not help you as the owner to dump tons of money into the business if you are not going to get money back.

Find the Money

Expansion money is out there. You just need to know where to look. The J.G. Wentworth Facebook page has a lot of good ideas on how to convert future structured settlement and annuity payments into cash that you can use to help expand your business. The Small Business Administration is also a good source of information, including a detailed section on securing a loan. SBA loans tend to have lower interest rates, especially for minority and disaster relief funding.

Take on a Partner

A business partner brings in money and sweat equity. The cash will go a long way toward expansion and the division of labor may save your sanity. Just remember that there’s no such thing as a silent partner. Before you take the money, put all business expectations into writing. Make sure to have expected returns and time frames listed. If your new partner will be working, then list out all job duties. This is the time to hope for the best but write out the worst. Seldom do people need to break out a contract when everything is going well. It is when things do not go as planned that emotions run high. Create a contract that outlines what to do if things take longer than expected to see a return.

Please contact us for other ideas to help you grow your business.

If you enjoyed this post, you may also want to check out these others:

3 Ways to use LinkedIn Groups to Grow Your Professional Network
Do Your Computer Messages Project A Professional Image?
Greeting Cards: Are They a Thing of The Past?
How To Amp Up Your Visibility With Facebook
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is published by The Sherwood Group, Creative Agency:
The Sherwood group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later, and that stirs your imagination and leaves your competition shaken and wondering, Now what do we do?” We are located in Santa Clarita, California, a planned community just outside Los Angeles, California.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

On topic, professional conversations with business insiders in the safe environment of LinkedIn Groups can prove very useful for growing your professional network. Here are some ideas that can help you grow yours.

 

Using LinkedIn to grow your professional network image.

Be Visible

When starting a group, make it easy to find. Use keywords in the description and the title of the group. This is the same advice given for blog posts:

  • Artsy titles are artsy, but keyword-heavy articles are more easily found by Google bots and people.
  • Many experts advise you to send e-mail to all your e-mail and LinkedIn contacts about your group.
  • However, these very same experts suggest that you have a narrow niche, a well-targeted group of professionals of the same field, or same area, or something otherwise relevant – go figure.
  • Handpicking your invitees might be a slow method. So try to balance somewhere in between: group your contacts on LinkedIn and in your e-mail list and send invitations only to them. This might be time-consuming but it sharpens your aim.

You can also start a closed group, which means joiners will need to be approved, so this way you can mass-invite everyone you can reach and select who you let in, which might be effective, although it lacks elegance.

  • What would your colleagues or business partners think if you invite them to a LinkedIn group which focuses on a topic they have absolutely no interest in?
  • You need to decide which method works for you.

Related article: 4 Ways To Grow Your Business Using LinkedIn

Be Active

As you can might have noticed, LinkedIn groups require more effort than other social channels, because this is a special environment. It’s for professional growth, not entertainment, which is what people are looking for on LinkedIn.

  • After joining or setting up a group, you will need to spend time with management regularly.
  • You need to lead your group and the discussion, especially in the beginning, when engagement is low.
  • Make the most out of the group features, like Announcements and auto-emails.
  • Joining a LinkedIn group requires greater dedication than liking a Facebook page, so people should be okay with receiving regular e-mail updates about the group.

Lead The Party

Be a Host! Whether you’re a member of a group or the owner, you run the party.

  • Invite, connect people, ask questions, join the conversations.
  • Spewing out useful links one after the another might not be enough to get people involved.
  • Bringing life to your group early on is important because joiners will decide if the group is good upon engagement.
  • If they see the group is active, they possibly instantly invite their own professional contacts as well.

By adhering to these 3 suggestions, you can be part of a huge professional network boost from LinkedIn Groups.

Please contact us to learn other LinkedIn alternatives to grow your professional network.

If you enjoyed this post, you may also want to check out these others:

Low-Cost Tech Options to Get the Edge on your Competitors
Do Your Computer Messages Project A Professional Image?
Greeting Cards: Are They a Thing of The Past?
How To Amp Up Your Visibility With Facebook
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is published by The Sherwood Group, Creative Agency:
The Sherwood group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later, and that stirs your imagination and leaves your competition shaken and wondering, Now what do we do?” We are located in Santa Clarita, California, a planned community just outside Los Angeles, California.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

Are you using technology to the max?  “Inside Business 360” states: 1) that technology can help your business get ahead of its competitors by 2) increasing the speed tasks are completed, by 3) allowing employees to have the most up-to-date information on hand, and therefore 4) freeing up time to focus on even more strategic, thoughtful initiatives. . . .

 

Low cost tech options to help you succeed

Here are some low cost options that can make a big difference in your business:

Cloud-Based Online Storage and Collaboration

Cloud-based systems are a must, as the cloud removes the need for you to upgrade physical infrastructure like email programs, storage capacity, or software and instead uses a host company to assume responsibility for these items. The most common cloud-based storage systems include online storage and collaboration. Most companies offer free versions, with options to upgrade for more capacity and functionality.

Google Docs allows you to create, collaborate on, share, and store documents online. You can update documents in real-time, for example typing as you are on a conference call and working with someone to finalize verbiage for your marketing materials.

With Dropbox you can store your files online using their cloud software, and share them with anybody you want to share it with. Some also use Dropbox as a backup for your important documents.

The Evernote app saves time by allowing you to take photos of things, like the scraps of notes left over after a brainstorming meeting, and incorporate them into files that are searchable by keyword. You can use this functionality to digitize your business receipts from your phone, and have all of this information appear on the same app linked to your desktops.

Financials

Tracking expenses and invoices using the cloud can reduce the time and money you spend maintaining in-house accounting software and hardware, as well as share the information at a moment’s notice from anywhere in the world. According to a recent study from Xero, using online accounting and invoicing tools even leads to businesses being paid faster. Freshbooks, Quickbooks Online Plus, Abukai are some companies that have solid reputations in this area.

Salesforce Analytics

InsightSquared provides salesforce analytics which allows sales managers or business owners to run reports and have a clear view of your team’s sales process and pipelines. Pricing starts at $65 per user, and can be linked with customer relationship management (CRM) systems including Salesforce.com.

Social Media and Communication

Instead of crafting individual welcome notes every time an individual signs up to your email blast list, maximize your efficiency by utilizing a newsletter service. Aweber, Constant Contact, and iContact all have monthly fees ranging from $14 to $47 depending on the depth of service you want from them.

Instead of paying for traditional land lines to makes sales pitches, consider using Skype for phone communication. Not only are calls made to others on the platform free, but the cost per minute to other land line phones are a fraction of those using traditional methods. Plus, you can add a personal touch by using video chats to keep business partners and key clients in the loop.

If you have launched social media attached to your company, HootSuite can be used to manage your different profiles at once, though it’s not very good with LinkedIn because your entire message is put in the header. Still, it allows you to schedule messages to be published in the future, you can get an analysis of how your posts are doing, and collaborate with other management members to spread the burden of maintaining your profiles by yourself, all for under $10 per month.

If you enjoyed this post, you may also want to check out these others:

Do Your Computer Messages Project A Professional Image?
3 Excellent Ways to Increase Your Social Media Followers
Greeting Cards: Are They a Thing of The Past?
4 Ways To Grow Your Business Using LinkedIn
How To Amp Up Your Visibility With Facebook
Everything You Need to Know About Mobile Advertising
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is published by The Sherwood Group:
We have over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later, and that stirs your imagination and leaves your competition shaken and wondering, Now what do we do?” We are located in Santa Clarita, California, a planned community just outside Los Angeles, California.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

It is no secret that nowadays the majority of our correspondence is handled through email and social media messaging. But, we need to make sure that whatever we send is projecting the same professional image as a carefully crafted “snail mail” on company letterhead.

 

Projecting the same professional image as would a carefully crafted “snail mail” sent out on company letterhead

Here is a checklist to help ensure that all your electronic communication projects an appropriately professional image:

  • There should always be a subject line that gives a brief description of the contents of your message. Make it easy for the recipient to identify the email and give it the appropriate priority, especially important for people who receive a lot of emails.
  • There should always be a professional salutation line. “Hi there” or ”hi and a first name” do not fall into this category. The salutation, needs to read the same it was going to read if this was a letter written on company stationery, i.e. “Dear ……”
  • Paragraphs should be short and concise. Read your message aloud to see if it makes sense.
  • Never use all capital letters. Doing this is as if you are shouting to the other person.
  • Leave appropriate space between paragraphs. It makes the message easier to read.
  • Be very careful using irony or sarcasm in emails. In the absence of facial expressions the message may be misunderstood.
  • Adjust the formality of the letter according to the recipient. You may write using slang and not care about spelling mistakes when writing to a friend, but when the email is addressed to a prospective client or employer then special attention needs to be given to its composition and tone.
  • Avoid writing anything in an email that you wouldn’t want to see on the front page of the New York Times or the Wall Street Journal. Remember, your email can be distributed to a lot of people without your permission.
  • Send the email only to the appropriate person(s). Pay extra care when you press: “Reply” or “Reply All” or “Blind Copy.”
  • Take the time to read and revise your email. Some words can sound fine when spoken, but not so when seen on the screen. And once the message is sent, it cannot be taken back. It can also be retrieved from a company server if needed at a later time.
  • Sign your emails and give your title and other pertinent company information. Do not assume the recipient will know who you are especially if your email address is not your full name.
  • Don’t use the computer to send “thank you” notes. A hand written note on a nice card is always appreciated and will help you stand out from the crowd. Often it will be cherished and perhaps displayed on someone’s desk for a longer time than its email counterpart.

It is important to always project the professional image we would like to be known for. And using our computer properly can assist us in doing just that.

Having ourselves and our employees follow these simple rules when corresponding with prospective clients or other business associates via email will save money, while the professional image of the company will not be compromised.

Author: Margaret Develey is a consultant, speaker and writer. Her company, The Develey International Group, specializes in business etiquette, dining styles and international protocol. Her expertise in these fields enables her to work successfully with clients from all professions, ages and backgrounds.

If you enjoyed this post, you may also want to check out these others:

3 Excellent Ways to Increase Your Social Media Followers
Greeting Cards: Are They a Thing of The Past?
4 Ways To Grow Your Business Using LinkedIn
How To Amp Up Your Visibility With Facebook
Everything You Need to Know About Mobile Advertising
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is provided here for your information and inspiration by The Sherwood Group:
We have over 30 years of experience working with the growth challenges presented by companies, small and large. Our clients range from entrepreneurs to Fortune 500 companies, through every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later, and that stirs your imagination and leaves your competition shaken and wondering, Now what do we do?” We are located in Santa Clarita, California, a planned community just outside Los Angeles, California.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

To get, get, get more social media followers, you first must give, Give, GIVE. It’s not that many consumers are looking for what they can get for free. What matters more is that your business provides meaningful information and incentives to the people you serve.

 

Get more social media followers graphic

In any respect, a business will be more prosperous when it shifts its focus from taking and receiving to giving good information, providing stellar customer service and offering sweet incentives. Implement these 3Gs on Facebook, Twitter, Instagram, Pinterest and wherever else you interact with your prospective clients. These are surefire ways to increase your social media followers.

1. Give good information

Post things on social media that users would find practical. Give them advice they can implement in their everyday lives. For example, if you represent a credit card company, give your followers tips on how to keep their credit scores strong, where they can get free credit reports, or what steps they should take after paying a bill late. Make sure to include contact information, hours and a link to your website in the About feature on Facebook, for example. Wherever they run into your brand, consumers need to know you’ve got their backs and that you will be there for them when they need you.

2. Give good customer service

It can be challenging to get in the habit of answering people’s inquiries via social media. But it is a habit worth picking up. It is easy for your followers to send you Facebook messages and write on your wall. Did someone just mention you on Twitter? Designate someone to respond to all of these messages. When a follower has a question, compliment or complaint, respond quickly and tactfully. Social media is always on, and others are always watching how you resolve or don’t resolve customers’ issues. Remember, social media gives people the power to share their opinion about you, for better or for worse.

3. Give good incentives for “liking” and following you

The use of promotions and contests can work extremely well when you are looking to, say, garner more “likes” on Facebook. Recently Facebook has made it even easier for businesses to do contests, as winners can now be chosen directly from your business’ Facebook page.

You should implement a Facebook contest only with advance planning. First decide what your followers would want to win. For example, in light of the upcoming holiday season, you could plan a contest around Black Friday and give away a popular item hitting stores that weekend. Finding a way to tie the prize back to your business is always a plus. Then make sure to promote the giveaway far enough in advance via every channel open to you. Post notices on your website and in printed materials and advertisements. Send emails and schedule multiple posts using all of your social media channels. Facebook also offers paid promotion tools that will guarantee your posts reach a targeted set of consumers. Next, how will you pick the winners? Via page likes, comments or shares? One online tool, Woobox.com, will do the work for you by picking winners from your page’s Facebook “likes,” comments, posts, etc.

A few housekeeping items: you must draft clear contest rules and post them somewhere visible. And make sure you track your followers before, during and after the contest or promotion to see what posts were popular, from where your new followers came, and how many followers you gained during the promotion period.

The moral here? Life is about cycles. When you give socially, you’ll receive more social media followers.

 

Need help implementing the 3Gs? We can craft clever posts and come up with stunning visuals for your social media pages. Or contact us and let us run your next campaign.

INSPIRATION CORNER: Want more proof that businesses fare better when they give more? Check out the Wall Street Journal bestseller “Give and Take” by Adam Grant.

If you enjoyed this post, you may also want to check out these others:

Greeting Cards: Are They a Thing of The Past?
4 Ways To Grow Your Business Using LinkedIn
How To Amp Up Your Visibility With Facebook
Everything You Need to Know About Mobile Advertising
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is provided here for your information and inspiration by:
The Sherwood Group, located in Santa Clarita, California, a planned community just outside Los Angeles, has over 30 years of experience working with the growth challenges presented by companies, small and large. Our clients range from entrepreneurs to Fortune 500 companies, through every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years after it was designed.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

It All Starts With A Query: When someone searches for something on Google, Google looks at the AdWords advertisers pool and determines whether there will be an auction.

 

Google AdWords Infographic

If one or more advertisers are bidding on keywords that Google Deems relevant to the search query, an auction is triggered.

Note: Keywords are not search queries! Specific keywords (such as “pet medicine:) may be entered into auctions for a wide range of search queries (such as “medicine for dogs” or “pet supplies”), depending on your match type.

Total Google Earnings

$32.2 Billion in advertising revenue. (That’s 97% of Google’s total revenue.)

Prized Auction Items

  • Insurance
  • Loans
  • Mortgage
  • Attorney

What gets entered into these auctions?

Advertisers identify keywords they want to bid on, how much they want to spend, and create groupings of these keywords that are paired with ads.

Google then enters the keyword from your account it deems most relevant into the auction with the maximum bid you’ve specified as well as the associated ad.

Note: You can only have one entry into any query auction from your account.

How Does Google Determine Which Ad Is Shown Where?

Once you are entered into the auction, Google looks at two key factors to determine where your ad ranks: your maximum bid and your quality score.

Ad Rank = CPC Bid x Quality Score

  • Ad Rank: The best combined CPC Bid x Quality Score gets the best position.
  • CPC Bid: This is the maximum bid you specify for your keyword.
  • Quality Score: This is a metric to determine how relevant and useful your ad is to the user (components are CTR, relevance, and landing page). The higher your quality score, the better.

How Does Google Determine What You Pay?

You pay the minimum amount you can pay for the position you win if your ad is clicked on.

Your Price = The Ad Rank of The Person Below You / Your Quality Score + $0.01

The Auction gets run billions of times each month. The results are such that:

  • Users find ads that are relevant to what they’re looking for
  • Advertisers connect with potential customers at lowest possible prices
  • Google rakes in billions of dollars in revenue

Other Adwords Facts

The Ad Auction & the Display Network

The ad auction works very similarly, but is triggered by “placements” or pages on Google AdSense where publishers make advertising space available for AdWords advertisers.

  • The core Ranking components here are largely similar, with differences being:
  • Relevance is determined by placement rather than the query.
  • Bids are set at the ad group level, not the keyword level.
  • You may also specify CPM bids (by impression) which then compete with both CPM bids and CPC bids.

Alternative Bidding Methods

Google also allows bidding methods other than CPC such as CPM or CPA:

  • CPM Bids: If a CPM bid is entered into an auction with CPM bids and CPC bids, eCPM is used to determine bid (the effective cost per 1000 impressions for both the CPM bid and the CPC bid).
  • CPA Bids: When you use Conversion Optimizer and bid to a CPA, Google is determining your max CPC bids for you base on historical conversion data, and is attempting to hit either the average of max CPC yo’ve ste.

Thanks to WordStream for creating this Infographic.

Sources

http://searchenginewatch.com/article/2094180/Google-Reports-Q2-2011-Earnings-Record-9-Billion-Revenue
http://adwords.google.com/support/aw/bin/answer.py?hi=en&answer=6111
http://adwords.google.com/support/aw/bin/static.py?hl=en&guide=23293&page=guide.cs
https://www.youtube.com/watch?v=GO9Iiw3slnM&list=PL0yybC-m0L3DzZoW3dZ0zRvgRefNDKhLk
http://www.youtube.com/watch?v=jRx7AMb6rZ0&feature=relmfu
http://www.wordstream.com/articles/most-expensive-keywords

If you enjoyed this post, you may also want to check out these:

What You Need to Know About Mobile Advertising
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization
Social Networks: The Key To Business Growth
4 Ways To Grow Your Business Using LinkedIn
How To Amp Up Your Visibility With Facebook

This article is provided here for your own information and inspiration by:

The Sherwood Group, located in Santa Clarita, California, a planned community just outside Los Angeles, has over 30 years of experience working with the growth challenges presented by companies, small and large. Our clients range from entrepreneurs to Fortune 500 companies, through every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years after it was designed.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

Today’s technologies have made it easier to connect with customers through social media, apps, and news feeds. Personal forms of communication, like greeting cards, seem to have fallen by the wayside. But are they really a thing of the past? Not likely.

 

Young woman looking at greeting cards on rack

Keeping in touch with your customers

Greeting cards are an excellent way to let your customers know that you are still around when they need your services again. It strengthens your bond with them and increases your chances of repeat business and referrals. Something as simple as a quality greeting card shows your customers that you want to maintain a relationship. Here are some options:

  • Send customers a greeting card (at least) twice a year to keep your business firmly in their minds.
  • The obvious choice is sending a card during the holiday seasons, at Thanksgiving, Christmas, or New Year’s.
  • A better choice, so that you don’t get lost among all the other greeting cards your customers or clients are receiving, is sending them on holidays such as Easter, Valentine’s Day, Groundhog Day, or a card associated with the change in seasons, such as a card that celebrates spring.
  • Get creative and find a lesser known “holiday” that matches your business. For example, if you sell bicycles you might send a card to celebrate “Bike to Work Day.”

Greeting cards are personal

Don’t just send a generic card that has your business name and contact information stamped to the bottom of it. Personally sign your name, and if your staff is small, have everyone sign each card. Computer-generated address labels and postage also look very impersonal, so it is better to hand write your customers’ addresses and use stamps on the envelopes. If your contact list is long, consider having multiple people hand write the address labels.

Greeting cards are also a personal way to keep your customers aware of events and changes in your business. This is an opportunity to let them know about an anniversary, new locations, or new partnerships. You are telling your customers that you care about them enough to keep them up to date with your business.

Do you need help growing your business? Click here to check out our website design and marketing communications packages. We will help you achieve your business goals and, in the process, leave your competition shaken and wondering, “Now, what do we do?”

Greeting cards aren’t about marketing. They’re about social currency!

A greeting card is more likely to be opened and read than a piece of advertising. So don’t disappoint your customers by including a sales promotion. You are not trying to sell something here. You are simply letting customers know that they are important.

Because of its personal nature, greeting cards are a form of social currency that is more tactile than an email, social media post, or tweet. While you have the option to send electronic greeting cards, these versions lose a lot of their personal flavor. Mailing a greeting card implies that that you took the time to sign the card, stamp it, and mail it. It required more than choosing an image and pressing the “send” or “post” button.

Gratitude is a trigger

Mental triggers are powerful influencers on how consumers make decisions. Gratitude is one of those emotional triggers that affect customer attitudes. Use greeting cards to show your gratitude, thanking customers for choosing your business and letting them know you want to continue that relationship.

Customers don’t want to be thought of as an open wallet. Treat customers like people, and they will be more likely to respond with more business. Giving them something personal like a greeting card is a great way to send the message that they matter to you and your business.

Print your own greeting cards

Because your greeting card is an extension of your business, you might want to purchase your cards from a bulk printer that specializes in custom cards. Vistaprint or CardsDirect offer a wide range of personalized holiday cards, and you can create your own custom cards to match your message with your own artwork or photography.

Save time with a greeting card service like SendOut Cards

If you are short on time, a service like SendOutCards allows you to develop a database of clients and dates to help you select and personalize your greeting cards, They’ll do the sending and free you from the pressure to remember when and where to send them. With Send Out Cards, you have the option of adding your signature as well as using your own handwriting. If you want to get creative, you can even cram multiple signatures in a single ‘signature box.’

As it turns out, greeting cards are not a thing of the past. They are an underutilized tool of communication that keeps people in touch on a very personal level. Use them to maintain your business relationships. Let your customers know they are important and thank them for their support.

If you’d like us to design a line of beautiful and effective greeting cards, contact us.

If you enjoyed this post, you may also want to check out these:

Social Networks: The Key To Business Growth
Rookie Social Networking Failures and How to Avoid Making Them
Growing Your Business Through Email Marketing
4 Ways Business Blogging Helps Build Trust In Your Business
Everything You Need to Know About Mobile Advertising
10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization

This article is provided here for your information and inspiration by:
The Sherwood Group, located in Santa Clarita, California, a planned community just outside Los Angeles, has over 30 years of experience working with the growth challenges presented by companies, small and large. Our clients range from entrepreneurs to Fortune 500 companies, through every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years after it was designed.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?

 

On average it costs $2.85 to reach 1,000 iPhone users with a mobile ad. Compare that to a national newspaper ad, which can cost as much as $100 to reach 1,000 viewers. Obviously, mobile ads are a very effective way to spend your advertising dollars, but how do you get started?

 

Print

GETTING STARTED

Determine who your customers are.

  • Determine what your needs are, along with the marketing reach you are trying to achieve.
  • If they are nationwide, geo-targeting is not necessary but can still be useful at times. Geo-targeting is when advertisements are customized to a specific market based on the geographic location of the buyers.

Mobile ads work best for this type of customer:

  • You can cover different business locations or appeal to different demographics who reside in different areas
  • There are conversion benefits of geo-targetig as users may think a business is located in one place close to them, even if they are ordering online.
  • Consider when searching mobile, people are most often on the go.
  • Weekends are busier than weekdays, and evenings are busier than mornings.

Look Into Conversion Points

Decide how you want your users to take action — these are your conversion points:

  • Phone call
  • Email
  • Submit contact information
  • Make an appointment
  • Follow your social media account
  • Sign up for an email newsletter
  • Register for an event

Formula: Number of mobile site visitors divided by the number of actions taken, all multiplied by 100 to give the percentage rate.

Know Your Most Valuable Key Words

Some people find it necessary to zone in on just a few keywords in the beginning. Take the opposite approach and try out a bunch of keywords at first. See which ones perform best, and then narrow in on the best performing words.

OPTIMIZE YOUR SITE FOR MOBILE

You have a couple of options for the optimization. You can create 1) a native mobile site, or 2) a responsive site.

Choose a responsive web design if you:

  • Want your website to look the same no matter the device being used.
  • Want your webpage to adapt to the screen it is on without compromising aesthetics and functionality
  • Don’t want to have to scroll left and right to have the information fit on the page and want the site to  respond to any movement you make.

Choose a native mobile website if you:

  • Want different URL to access the mobile site from the desktop version
  • Have an abundance of pages and are looking to simplify information at hand (Example: The New York Times)
  • Only want to offer a fraction of the full website and its content
  • Are interested in a faster load time because there is less information on had to be accessed

WHAT’S MOST POPULAR?

Search Ads:

  • Half of mobile ad spending goes towards search ads
  • Easy to prove someone visited a website and bought a product in response to an ad they clicked
  • In many categories, the bids are higher for mobile ads than they are for desktop ads
  • Many companies are utilizing mobile ads that will initiate a phone call when clicked.

Comcast did they very successfully – the rate at which users clicked on their mobile ads was 4x greater than desktop ads. In 2012, mobile users made up more than 10% of their sales.

Screen Filled Ads:

  • Ads which takeover the entire screen have been showing success.
  • These ads are not shown on each screen but instead on every 10 or so screens, as to not bombard the user.

WHAT’S LEAST POPULAR?

The Outcasts.
(These are still used, but are a bit more controversial

Unfamiliar Places:

Ads being placed in more random places.
In the flow of conversation (think Twitter and on Facebook timelines)

Banner Ads

  • Know as the “Spray and Pray” approach
  • Ads have the reputation of being chap, crude, and annoying to mobile users
  • Regardless of people’s thoughts, they still take up about 20% of money spent on mobile ads

CONSIDER USING DAYPARTING

What is Dayparting?

  • Dayparting is dividing the day into certain parts, offering specific programming during each of those times.
  • It is a great way to know your marketing dollars are being spent wisely, at the right time, for the right people.

When to Use Dayparting

This depends entirely on the type of business you operate.

  • Restaurants should reach out right before meal time
  • Brick and mortar should use their advertising spend during business hours
  • Looking to reach stay at home moms or dads? Optimize during the day, when they are likely to be out shopping while everyone else is a t work.
  • It can also be used to leverage other factors: GPS / weather / Competitor’s prices

How To Use Dayparting

  • If you are using paid search, look at the times of day when your conversions peak
  • Allocate more spend to those times of day, and pull back on times of day when spend plummets
  • Don’t use another brand’s day parting stately – your customers are unique and should be treated as so

LEARN FROM THESE SUCCESSES

Rock/Creek

  • This outdoor apparel and gear company used Twitter to promote accounts a month before Black Friday and Christmas season to engage those followers (new and old) who were interested in their products.
  • Used a sense of urgency in their tweets highlighting offers people could act on right away.
  • Increased their followers by 172% over the prior month and saw a 40% increase in sales

Karaoke Heroes (A Karaoke bar in Connecticut that opened in 2012)

  • Used Facebook advertising to attract the customers they believed would be interested before the company even opened their doors to the public
  • Their ads alerted users to events near them, which made people award of the location, despite not having a true store front.

Colombo & Heard

  • A law firm who only wanted calls from potential clients when they were actually open
  • Increased mobile conversion by 3x with a Google adwords campaign.
  • They used day parting to focus on spend while the office was open
  • Used a “Call Now” feature that allowed potential clients to click through the ad, straight to a phone number to contact the office

MOBILE AD NETWORK GUIDE

Types of Mobile Ad Networks:

Blind Networks

  • Largest in terms of publishers, advertisers, and impressions
  • Multiple options for targeting by cpuntry and content channels
  • Performance advertising is normal, paid for by Cost Per Click (CPC)

Blind Network Examples: Buzz City, LeadBold, Inmobi

Premium Blind Networks:

  • Higher proportion of premium publishers than blind networks
  • These networks attract more brand advertising, paid for on a cost per thousand impressions (CPM) model
  • Some networks offer cost per action/acquisition (CPA) – where the advertiser only pays if the customer clicks through and then buys

Premium Blind Network Examples: dog, Hands, hung mobile ads

Premium Networks:

  • Focus on a smaller number of prestige publishers
  • Most campaigns are brand advertising, so the most widely used model is the CPM model
  • Premium networks attract big brand advertisers who are prepared to pay premium prices to secure the prime locations on top-tier mobile destinations

Premium Network Examples: twirPine, mobile theory, yoc group

Local Ad Networks

  • Focus on those publishers where users are known to be looking for local information (restaurants, retail stores, etc.)
  • Publishers are likely to include directory services, weather sites, etc.
  • Since local advertising is more targeted, local ad networks cost more, but tend to deliver better results

Local Ad Network Examples: xAd, YP

Affiliate and CPA Networks

  • Advertisers define the type of action they with to achieve from mobile advertising and specify the price they are willing to pay to the publisher (and ad network) for each customer
  • The advertiser on pays when a conversion is achieved
  • Advertisers are able to specify the sites where ads will run, but can’t always select which publisher they want to use.

Affiliate and CPA Network Examples: MobPartner, SponsorMob

Sources: wsj.com, entrepreneur.com, mashable.com, ontargetinteractive.com, searchenginewatch.com

Thanks to WhoIsHostingThis.com for preparing this Infographic

If you enjoyed this post, you may also want to check out these:

10 Surprising Social Media Statistics [Infographic]
15 Statistics That Prove You Need Mobile Email Optimization
Social Networks: The Key To Business Growth
Rookie Social Networking Failures and How to Avoid Making Them
4 Ways To Grow Your Business Using LinkedIn
How To Amp Up Your Visibility With Facebook
4 Ways Business Blogging Helps Build Trust In Your Business
Growing Your Business Through Email Marketing

This article is provided here for your own information and inspiration by:

The Sherwood Group, located in Santa Clarita, California, a planned community just outside Los Angeles, has over 30 years of experience working with the growth challenges presented by companies, small and large. Our clients range from entrepreneurs to Fortune 500 companies, through every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years after it was designed.

Sign up for our monthly newsletter of the best-of-the-best tips of each month by clicking here!

”Like” us and/or “Follow” us at these social media sites and we’ll return the favor:

Google+ | LinkedIn | Facebook | Twitter | Pinterest | Instagram

Please comment. We’d like to know if you found this article informative or helpful?


© 2013 - The Sherwood Group
Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now

×