Why Mobile Matters

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It’s no secret that mobile advertising is taking over in a big way. This transition is quite possibly the single most important trend in digital marketing at this time. So what are you doing to enhance your advertising strategy for mobile users?

A recent Nielsen report shows PC usage down in every demographic, while mobile usage through tablets and smartphones only trend upward. It is clear that users are shifting away from desktops in favor of more convenient mobile devices.

An article by Forbes gives 15 examples of how to lead the way in mobile digital advertising. One of their strategies is to optimize the first 3 seconds of your ad in order to quickly gain the attention of the viewer.

Many consumers are giving less and less consideration to ads, so it is imperative that your message is delivered quickly and clearly. In general, all interactions should be faster. Increasing speed relates directly to increasing convenience, which in turn increases the likelihood of a response from the user.

Another suggestion is to treat mobile as an entirely new practice. It will not benefit you to copy over all of your old tactics and beliefs to the mobile realm. Instead, try to picture it with a fresh mindset.

Do some research, find out what works best. Look over other industry trends, like the ones mentioned in this article of ours: 4 Digital Marketing Trends to Follow, and figure out how you can implement them into your mobile campaign structure. Do not assume that mobile will work in the same way as all other advertising methods.

Also pay attention to changes in digital marketing platforms. Many large advertising platforms such as Google, Facebook, and Bing Ads are constantly trying to innovate and improve their services. Google recently redesigned their AdWords platform for the first time in 8 years. Another Onimod article discusses the 5 Things You Need to Know About the New Google AdWords.

Continue to stay up to date with other platforms by subscribing to their newsletters and webinars. The best way to stay ahead of the competition is to stay informed.

Here at Onimod Global we are regularly reporting on digital marketing related news. Visit our blog to view recent articles, or contact us to subscribe to our email newsletter.

How to Reach Senior Citizens Using Digital Marketing

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Today’s aged consumers were not raised in a technologically advanced world. However, this does not mean that they should be counted out entirely when it comes to digital marketing.

By The Numbers:

Older consumers possess huge amounts of people that are primed for purchases. These older generations are in control of of large majority of the disposable income used each year in the United States.

The volume of potential customers is staggering, and could definitely be utilized by businesses wishing to reach out through digital advertising. Do not let them go unnoticed.

Primary Devices:

Aged consumers are also not as resistant to digital devices and platforms as many may assume. In fact, a Nielson report shows a 16% increase in use of tablets by those 50 years and older. The same report also claims a 12% growth in smartphone use for this same demographic.

As older citizens are adapting to newfound technology, it is important to appeal to them just as you would to any other consumer.

This generation is following many of the same trends and patterns of behavior as millennials. Both groups are starting to shift toward mobile in a very large way. This shift creates the perfect opportunity to reach baby boomers.

Utilizing mobile targeting options through various platforms like Google AdWords, Facebook Ads, Twitter Ads, etc. is essential to meeting the needs of this consumer base. Refining your options to target those who are retired, within a certain age range, or are located in popular retirement destinations such the state of Florida are all excellent ways to get started.

Strategy:

Begin by casting your net as far as you possibly can. Include everything, don’t hold back. Once you’ve accomplished this, you can start to dial it back in and optimize your targeted areas. Trial and error is the best way to figure out what will work best for your business.

Over time these small alterations will begin to show great growth. This whole process is called achieving “micro-wins”. You can learn more about this process by reading this article of ours: “Micro-Wins: The Key to AdWords Success”.

4 Industries that Need to Prioritize Digital Marketing

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Although digital marketing is important to utilize for any organization, there are industries in particular where the return on investment (ROI) for a conversion is substantial. A major problem is that many executives within these larger industries aren’t very familiar with the concept of digital marketing and how important it has become. Listed below are four industries that have extremely high ROIs when it comes to digital marketing conversions.

1. Law:
It’s no surprise as to how much money is involved when it comes to the legal industry. The ROI for defense attorneys and law firms is in most cases substantial. However, it was reported by Greentarget in a survey that in 2014 only one in four law firms prioritized their digital marketing plan over other marketing efforts. Although it was three years ago, this statistic is mind boggling due to the high amount of search traffic for law related key phrases. Ultimately, in order to stay on top of competitors a major online presence is needed and digital marketing efforts need to be prioritized.

2. Real Estate:
Just like the legal industry, real estate is another field that can return a high ROI. From agents to real estate companies, having an online presence is becoming more important than ever before. The vast majority of buyers and sellers in the real estate market are all conducting online searches, as housing ads in the newspaper are becoming an afterthought. Therefore, attracting as much online attention as possible is crucial whether it’s homes, condos, or apartments.

3. Health and Medical Practices:
From physicians to dentists, and any other organization involved in the health industry the return on investment from clientele is most often significant. The importance of SEO and SEM to appear on the first page of search results for this industry is huge. The ROI is so substantial that there are some health clinics and larger hospitals that allocate millions of dollars to their advertising budgets. That alone shows the importance of leads and conversions and why digital efforts need to be emphasized.

4. Home Improvement and Repairs:
Implementing a localized content marketing strategy in the home improvement industry can exponentially grow a business. Interior and exterior design, roofing, construction, and any other form of renovation all have potential for high profit margins. Appearing on the first page of search results through either SEO or SEM for your location is huge. For example, if you’re a roofing company in Chicago, appearing on the first page of search results for phrases like “Chicago roofing” or “Roofing services in Chicago” should be a priority.

Contact Us: At Onimod Global we currently work with clientele within some of these industries and know what it takes to deliver ROI for our clients. If you’re associated with a business seeking improvements with SEO, SEM, Website Development, or any other digital service feel free to reach out to us on our Contact Us page. We look forward to hearing from you!

4 Marketing Ideas for the Fourth of July

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With July 4th being right around the corner, marketers are given an excellent opportunity to take advantage of the holiday. Advertising budgets for July 4th campaigns are continually on the rise as marketers compete for a larger share. Listed below are five marketing ideas that can be implemented for your fourth of July campaign.

1. Discounts and Promotions:
This may seem like an obvious one, yet it’s surprising how some organizations refuse to participate in any sort of July 4th promotion. It’s almost an expectation now for online consumers that businesses will have July 4th promotions. Therefore, because of the high presence of online traffic during this time it’s essential for companies to participate in July 4th promotions and heavily push them on social media channels.

2. Social Media Contests:
If brand awareness is an important KPI to your organization then pursuing a contest on social media will help achieve your goal. Facebook in particular is probably the best platform to use for this situation. “Happy Fourth of July! Like and share this post for a chance to win…” is an original but easy strategy to implement that will generate a ton of impressions and engagements.

3. Utilize Trending Hashtags:
Staying on top of the Twitter world is always a good idea, yet it’s more important during the holidays. Always be sure to use trending hashtags with your posts because more impressions and engagements will follow. Here are some examples of July Fourth hashtags currently trending on Twitter:
– #4thofJuly2017
– #July4th
– #IndependenceDay
– #July4thweekend

4. Show Appreciation for Customers/Clients:
It never hurts to show appreciation for your customers or clients and how much they mean to your business. Even a simple “Happy Fourth of July to all of our customers/clients” social media post can make a bigger difference than you think. Stand out from your competitors and take advantage of the holiday by being appreciative to those that matter to your organization!

4 Digital Marketing Trends to Follow

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The world of digital marketing is ever-changing. Constant updates, innovations, emerging technology, it all makes it a bit difficult to keep up. Here is a quick highlight of current trends to pay attention to within the coming months.

Best Advertising Platforms

It comes as no surprise that Google is the premier digital advertising channel. A report by Craig Smith states that Google earns 77% of total search revenue generated in the United States. This is not to mention the other ad variations that can be created on Google’s AdWords platform.

The second largest advertiser in command is Facebook. The social media platform recently boasted its audience of 2 billion users. This immense amount of people creates the perfect kind of market for nearly any and every business. The Facebook Ads Manager also allows for very precise targeting, which only appeals to advertisers even more. Low conversion costs and high ROIs combine with these aforementioned factors to create the ultimate advertising experience.

Benefits of Native Advertising

These two strategies are limitless in their potential. Consumers have become a bit blind when it comes to obvious banner ads. However, when an ad appears to be part of the site itself, users are much more likely to engage with it. In fact, HubSpot records that these native ads are viewed 53% more than traditional banner ads.

A lot of this has to do with the fact that users don’t trust banner ads because they typically view them as possible spam tactics. Simply put, the more natural your ad looks, the better.

The Age of Mobile

Your ads are in serious trouble if they are not optimized for mobile devices. More searches are being conducted on mobile than on desktop, which includes both browsing and actual purchases. A seamless user experience is key. Without it, 53% of these users will abandon their search, according to DoubleClick by Google.

Various platforms are changing to integrate their processes into one easy action. Facebook now allows you to generate a form within your ad that will never even take the consumer off site to complete. This is exactly the kind of interaction that individuals are looking for as they make the shift toward mobile.

Influence of Social Media

If you can get a consumer to stop and take a look at your product, they are much more likely to convert. This means pulling out all the stops. In general, it is better to create content that contains an image or gif if possible. It also helps to use hashtags or mention other noteworthy people or brands in your posts to seem more legitimate and trustworthy.

The other major component to social media marketing is reviews. Consumers trust what others have to say about a product or services. These opinions weigh in heavily on the buyer’s decision making process. A trustworthy review translates to affect 84% of consumers, according to a survey by BrightLocal. This makes it imperative to include reviews in your social media.

Google Hit With Record Breaking $2.7 Billion Fine From the E.U.

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It was recently discovered that the search engine giant, Google, was giving preferential treatment to their own products and services in their search results. Once this information was revealed, the E.U. immediately took action.

Margrethe Vestager, the E.U. antitrust chief, explained the matter simply to reporters in Brussels when she said, “What Google has done is illegal under E.U. antitrust rules. It has denied other companies the chance to compete on the merits and to innovate. And most importantly, it has denied European consumers the benefits of competition.”

Vestager and the rest of the European Union have taken it upon themselves to set the standard for digital regulations across the globe. In addition to this latest Google scandal, other American companies like Apple, Facebook, and Amazon are also garnering attention for their questionable digital practices. Obviously the larger issue of concern here is what governments are doing to prevent these kinds of wrongdoings in the first place.

The Message:

Those in Europe are holding a firm stance on these issues with this recent fine. Even if companies are technically upholding the laws of their own country, they must also comply with the laws of others, or risk being reprimanded.

The $2.7 billion fine against Google is much higher than predicted. The amount also more than doubled the previous record-holder, Intel. The E.U.’s intent with their charge against Google is clear: follow the rules or pay the price.

Google’s Response:

There is little chance that Google will accept the initial fine. The company has already announced their consideration of an appeal. Kent Walker, the senior vice president and general counsel of Google, put a more positive spin on the situation by saying, “When you shop online, you want to find the products you’re looking for quickly and easily. And advertisers want to promote those same products.”

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Client Spotlight: Community Sailing of Colorado

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Community Sailing of Colorado is a 501(c)(3) nonprofit organization that has provided public access sailing opportunities to the people of Colorado since 1995. CSC offer hands-on sailing classes for all ages, experience levels and abilities across the Front Range. CSC’s summer camps and classes are held at the Boulder and Cherry Creek Reservoir. In need of a new website and better SEO presence, our website development expertise at Onimod Global has taken CSC to the next level.

Main Objective:
To build a platform to view inspirational content and make booking inquiries. while ensuring device accessibility through Responsive Web Design. As with any business, Community Sailing of Colorado didn’t just need an engaging website, they needed a high functioning tool to generate business and create awareness around their brand.

Onimod Global’s Strategy:
We implemented an acute Website Development SEO strategy and API Integration to build a customer registration portal that is used to manage and communicate with their clientele regularly. We built a robustly designed and developed website that empowers Community Sailing of Colorado to attract consumers and conjure up a sense of nostalgia and intrigue, enough for the consumer to gain information and be able to make a conversion decision.

Old Website:

 

Current Website:

Immediate Results:
6 Months after the new website launch:

  • Organic Search +40%
  • Website Registration Conversions +215%

Contact Us: If you’re a local business like Community Sailing of Colorado seeking an upgrade in website development or any other digital marketing services, feel free to reach out to us at Onimod Global on our Contact Us page. We look forward to hearing from you!

Client Spotlight: USA Voice & Data

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Based out of Chicago, USA Voice & Data is a leading national broker of innovative and reliable business quality voice and data services. They wanted to interact with new and existing customers and share their numerous services to clients and partners; getting their messages across without the “hard sell.” With our digital expertise at Onimod Global, we have enhanced USA Voice & Data’s social media presence and their overall brand awareness.

Initial Challenge:
The variety of service offerings provided by USA Voice & Data made it difficult to concentrate on their expanding client portfolio. Internal staff was forced to do time consuming tasks like social media management instead of concentrating on more strategic work. Our client felt that they needed an additional team that could handle and oversee unique social media projects in a seamless way and in alignment to each service, product, and brand they handle.

Onimod Global Strategy:
We offered a flexible, personalized solution for USA Voice & Data’s social media solutions. We familiarized ourselves with the client and their strategies across the different social media platforms such as Twitter, Facebook, Google+ and LinkedIn; and quickly went to work managing their campaigns. In addition to the pure management of social media campaigns, we were also tasked to research, collect, and suggest content that our client used for their outbound communications.

As a business to business provider, LinkedIn was the clients main area of focus for social communication.  With that as a spearhead we went all in on the social overhaul.

The Results:
LinkedIn Q1 2014 vs Q1 2016:

  • Followers +194%
  • Referral Traffic +346%
  • Organic Post Impressions +78%

Facebook Q1 2014 vs Q1 2016:

  • Total Organic Reach +195%
  • Engagement  +628%

An explosion of organic social interactions across Facebook and LinkedIn. Our social media specialists gained insight into USA Voice & Data’s business operations and industry, working to engage clients and social media followers with an insightful mix of interesting topics and blogs.

Contact Us:
If you’re an organization like USA Voice & Data seeking an upgrade in brand awareness, social media management, or any other digital marketing service feel free to reach out to us at Onimod Global on our Contact Us page. We look forward to hearing from you!

Create the Perfect PPC Campaign in 5 Easy Steps

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1.) Define Key Performance Indicators

Not all KPIs are created equal. When starting an advertising campaign, make sure to clearly state which metrics are most important to you. Do you want to focus on conversations, or reach? Do you want higher click-through-rates, or impressions?

For example, if the client is looking for new leads, you want to focus on conversions. If the campaign is generating a ton of clicks but still isn’t showing many conversions, then there may be an issue with your ad and whether or not it’s truly relevant to users. Lower volumes of clicks that actually produce sales are so much more valuable than massive amounts of clicks and no real results.

2.) Optimize Your Landing Page

Develop a simple, succinct, and foolproof landing page. Lead the user through your landing page effectively by giving them fewer options. Restricting actions such as navigating to a different page or downloading different files makes it clear what the correct actions are.

The best way to do this would be to create a unique landing page for an ad. This will also help you to see how well the ad is performing. Keep the landing page short and sweet with a quick contact form or sign up sheet, and you will significantly lower the risk of confusing the user.

Also make sure that the landing page is as relevant as possible to the ad. This will help to improve both the quality score of the ad, as well as its conversion rate.

3.) Boost Your Quality Score

There are so many simple ways to improve your quality score. Google’s algorithm gives first and foremost preference to the user’s experience. This means that it tries to show only the ads that are the most relevant to that user and their recent search. A better quality score equals better positioning on the results page. Oh, and did I mention that all of this is for free?

Here are a couple quick solutions to enhance your ad’s quality score:

  • Add sitelinks
  • Refine your keyword lists to improve relevance  
  • Optimize the landing page

4.) Focus on What Happens Next

The customer’s experience does not suddenly end once they click on your ad. There is always a next step. Did they fill out a form? Did they look at other pages on the website? Did they leave the website?

Try to dive deeper into how users are engaging with your brand, and what types of responses they are receiving. If they did fill out a form, where did that information go? Is it sitting in a file that no one ever checks on their computer’s desktop? Or is it being utilized and added to the company’s email marketing campaign contacts? It is not enough to simply have the information, it also must be used effectively.

5.) Don’t Stop Improving

Even if your campaign is performing well, it can always be better. Keep refining your keyword lists to make sure that all of the terms are extremely relevant to their ads as well as to potential customers.

Making these types of small changes over a long period of time is a strategy referred to as making “micro-wins” and can be explored further in this article of ours. Micro-wins won’t produce phenomenal results right away, but they certainly will over time.

Client Spotlight: Prime Portables in Chicago

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Prime Portables Inc. is Chicagoland’s #1 Portable Restroom Rental Company. Prime Portables is a full service portable restroom rental company that provides services to the entire Chicago Metropolitan Area 24 hours a day, 7 days a week, 365 days a year. The industry is more competitive than one may think, and with Onimod Global’s digital expertise Prime Portables continues to stay ahead of the competition.

Initial Challenge:
Prime Portables, a new business only a few years old wanted to be the premier portable restroom company around Chicago. To achieve this, they needed to be different, and people need to know who they are and what they offer.

Prime Portables wanted a bold new website to tell their story, gain their reliable reputation and truly represent their presence as a trusted and quality portable restroom company in the Chicago area.

The main challenge: Long established competition. Other companies sprang up with their own models for portable restroom rentals a long time ago. The nature of the portable restroom business—hyper-competitive in the extreme—meant that Prime Portables’ online marketing strategy had to hit consistent home runs.

Strategy:
SEO, SEM, Social Advertising, Website Development, Customer Behavior Analysis, A/B Testing, Advanced Segmentation Targeting, Advanced Conversion Tracking, and Custom Reporting. All of these combined is what our Digital Synergy Service has to offer.

Our cross-channel digital marketing expertise, data analysis, precisely targeted digital marketing campaigns make sure the brand and product meets the consumer when and where they need them.

Immediate Results:
Q1 2015 vs Q1 2016:

  • Organic Leads +5,700% (116 vs 2)
  • Google Adwords Conversions +553% (85 vs 13) 
  • Organic Traffic +44%
  • Local Map Traffic +426%

An explosion of conversions from Google AdWords and organic traffic via Google, Yahoo and Bing.  Natural rankings and subsequent traffic increases due to organic SEO and local business optimization. Essentially, with assistance from our expertise at Onimod, Prime Portables continues to stay on top of the game due to their strong cross channel digital presence.

Contact Us:
If you’re a local business like Prime Portables seeking an upgrade in brand awareness, website development, or any other digital marketing service feel free to reach out to us at Onimod Global on our Contact Us page. We look forward to hearing from you!