How To Build Trust With Marketing

Trust is the glue holding together any relationship. This includes the all-important brand-customer bond. Why is it important to build trust with customers? Customers that feel confident in your brand will not only purchase from you, but will also recommend you to their various social circles. Building your brand in this organic way will help you to become a trustworthy company, but it takes time. Build trust brick by brick, with one piece of content at a time. This is how experts at Onimod Global shape content for clients to create an unbreakable bond that will last between your brand and your customers.

Be Consistent in Your Brand Story

How consistent are you with your brand story throughout your social channels? Take a look at your online presence and make sure you are consistent across all channels. Also be sure that you are following through on promises to customers.

For example: Does your company highlight your unparalleled commitment to customer service – yet your buyers’ questions that are posted on the Facebook page are left unanswered? Consistency in your brand story build trust, but being inconsistent could potentially tarnish your reputation.

Become a Source of Expertise

Everyone is looking for answers to their questions,whether it’s something minor like where’s the closest Italian restaurant to more complex topics like how to rebalance your investment portfolio. When a person searches on Google or discovers something for the first time on social media, it’s an opportunity for your company to be there and answer their question.

Trustworthy content is:

  • The accuracy of the information
  • Providing the right level of detail to address the topic
  • How it’s delivered to a person

Your original perspective is important to include but supporting your advice with reputable sources is essential.

Take a Stand on Relevant Issues

When a company speaks up and takes action on issues their customers care about, they are far more likely to be trusted as an organization. More than 9-in-10 millennials would switch brands to one associated with a cause as they value companies that are transparent and understand the impact of their operations.

To build trust, select a relevant cause that ties back to the purpose of your organization, communicate your support of this issue and take action to make a real impact.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Diversity, Equity and Inclusion: Driving Real Change in Your Marketing Organization

The lack of diversity, equity and inclusion in the marketing industry, amongst many others, has been a well-known issue for many years. The Black Lives Matter movement has brought light to the need for action from agencies and organizations to start making real change. 

To give some perspective, 85% of the ANA (Association of National Advertisers) member company CMO’s are white, while 3% are black, 5% are asian, and 4% are hispanic/latino, according to their 2019 Diversity Report. 

So, what can you do to drive diversity, equity and inclusion in your company? 

A Top-Down Approach isn’t Enough

DE&I cannot happen without real intent and effort. Top-down approaches drive compliance, not commitment. Senior leaders, all the way down to frontline employees, have to see and understand their role in the company and be committed to building and retaining a diverse teams. It’s important to note that quotas do not automate diversity, equity or inclusion. Hiring goals may boost numbers and create the illusion of DE&I, but does not actually create an inclusive culture. First, it requires taking an honest look at the end-to-end employee experience, with a focus towards creating conditions that promote equity and inclusion on a daily basis, as well as designing ways to measure that impact. Second, companies must be willing to put a real financial investment into improving diversity. Organizations that have specialized DE&I recruitment and outreach solutions have shown real results. 

Make an Ongoing Effort 

Having one yearly “diversity training” is not enough. Just as any behavior change, DE&I takes individuals being able to identify key moments when they can build new habits and attitudes. When these new habits and attitudes are put into action in an environment that supports meaningful conversations and healthy tension, real change can become possible. 

It’s essential to shift your business overarching goals, mission and vision to build and support a culture based on awareness, acceptance and the development of an increasingly diverse team. This may even require investing in minority-owned training and coaching firms. In the marketing and advertising industry, it’s common for companies to recruit from the same pools of people who just jump from one job to the next. Consider becoming a part of college internship programs with Historically Black Colleges and Universities (HBCUs) and other distinguished minority organizations, including NSBE, SHPE, NBMBAA, ALPHA and others. When it comes down to it, senior leaders must be committed to increasing hiring, developing, promoting and retaining black and minority representation at all levels of the organization. 

Consider Your Culture and Brand 

In any real transformative effort, brand and culture go hand-in-hand. What you offer to your customers reflects your values and your biases. When working on building better DE&I, the relationships going on internally and externally with your company. What does your brand, your employees and your customers say about your organization and culture? Are your employees’ and customers’ values and beliefs congruent with your company vision and mission? Ultimately, everything all of these elements are intertwined and to drive real success, everything and everyone must be in agreement. 

How Members of the Organization Can Help

It’s important to remember that this is NOT about hitting minority quotas. This is about opening up your organization to members of minority communities that enrich the culture of your organization, bring real value, and propel your company forward in progression and innovation. Hiring managers should focus on real skills and qualifications, ensuring that no candidates are screened with biases. 

As far as employees themselves pushing for change, this can be done in a number of ways:

  • Do your own research and educate yourself on why having DE&I in the workplace is important. 
  • Find data and present that to the decision-makers, as well as give real action items that push for change. 
  • Use your voice. When you see or hear something that you know is not right, stand up against it. It’s not enough to “not be racist,” we must be anti-racist. Those that have privilege must use it to give a voice to those without. 

Final Thoughts 

Throughout this process, one of the most important things to remember is that you cannot expect the POC to tell you what needs to be changed, what you’re doing wrong, and what you should be doing in your organization. Take initiative to educate yourself with books, podcasts, documentaries, or whatever other means you find necessary. Real change is not possible without real action. 

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Social Media Strategy: Where You Should Start

Has the current pandemic catapulted your small business into the world of social media advertising and e-commerce? In what is already an overwhelming time, starting from scratch on how you’re advertising your small business may seem like too much to take on. Onimod Global is here to help with a guide of where is the best place to start from scratch with a social media strategy.

Audit your current social presence.

Before you are in too deep strategizing about where you need to go, take some time to evaluate where you currently are.

  • Which networks are you currently active on?
  • Are your current platforms optimized (images, URL, bio, etc.)?
  • Which are the most successful for you?

Onimod Global offers a free digital audit that measures your online success in terms of SEO, social media influence, local business optimization, SEM breakdown, and more. Check it out further and get your very own custom digital score.

Define your type of business and ideal customer.

Are you service or product based? Are you primarily B2B or B2C? These are very important questions to determine which socials you need to be focused on creating content and advertisement campaigns for. Every business is unique, but there are industries that perform well on certain social channels versus others. For example, B2B businesses can focus more efforts on social media channels such as LinkedIn and YouTube versus Facebook. These platforms will give you the opportunity to reach your target market in a more direct way. For example, if your company is selling a type of consultancy service, your content is a better match to a professional networking channel such as LinkedIn. B2C businesses, where you’re selling a product or service to anyone and everyone, this can be very successful on social media platforms such as Facebook and Instagram. On these channels, you are able to show your product and service to a target audience that is more likely to convert into sales.

Even the best marketers will fail if they are marketing to the wrong audience. Use the following criteria to help you come up with a highly focused persona of a potential customer:

  • Age
  • Job Title
  • Location
  • Pain points (where your business offers their solution)
  • Most used social network

Create useful and engaging content.

“Content is where I expect much of the real money will be made on the Internet.” – Bill Gates

This is arguably the most attractive step of creating your social media strategy. From this post, you now know there are several steps that take place before getting to this point. Your social media content needs to always have a purpose behind it. Decide in your team what your mission is for social media. For example, it could be informing and educating your customers on the respective industry and its services. This ensures the content you curate will be attractive and engaging to your audience.

Here are a few examples of content that you can create:

  • Images
  • Videos
  • Interviews
  • Company News
  • Infographics

Remember that quality content is far more important than the quantity of what you post. However, it is crucial that you consider creating high quality, engaging content as a top priority. Experts at Onimod Global strongly recommend creating a content calendar with specific topics and types of content. This will also serve of great use when looking back on the month and reviewing the performance of your content.

Track and analyze.

This is the most important step, a lot of content creation is about trial and error. Let all of your decisions, both in content and in your business in general, be data driven. Social media strategies are never set in stone, make sure you are always evolving.

Are you in need of more assistance with your social media strategy? Onimod Global is here to help with a custom social media strategy and content plan.  Check out the dozens of case studies on our site by clicking here!

More from Onimod Global

Make sure to stay tuned to Onimod Global news for part 2 of this week’s series and learn all about e-commerce and online marketplaces going live Thursday. To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

 

 

Google To Provide Free Shopping Listings

Google Shopping is responding to the coronavirus crisis by taking steps to make it easier for more merchants to sell via the platform free-of-charge. The Google Shopping tab results “will consist primarily of free product listings” starting next week, the company announced Tuesday.

This major shift, after 8 years of Google’s shopping results platform, comes after many brick and mortar retailers have had to close their doors due to the coronavirus pandemic. E-commerce has inevitably boomed, and everyone is quickly catching up to speed on how to best service store owners. This change, while COVID-19 was the motivation, was a planned initiative and will be permanent. Free shopping listings fits into the longer-term vision for the company’s role in digital commerce.

Bill Ready said in a blog post that he expects the change to take effect in the U.S. by the end of April, with the aim of expanding it worldwide by year-end. Ready clarified the win-win of the shopping listings free-of-charge: Retailers gain free exposure to millions of people who search via Google Shopping every day, while shoppers discover more products from more stories. While Google is packaging the change as a gesture to help retailers during an economic crisis, there’s no doubt Google is also seizing the strategic opportunity to expand its role in e-commerce in the midst of this worldwide uncertainty.

Millions of people are stuck at home with almost no options for shopping in brick and mortar stores. Online and e-commerce has and will continue to see a huge rise. So what does this mean for retailers and advertisers?

“For retailers, this change means free exposure to millions of people who come to Google every day for their shopping needs. For shoppers, it means more products from more stores, discoverable through the Google Shopping tab. For advertisers, this means paid campaigns can now be augmented with free listings.”

Why does this matter? This is actually where Google first began, then named Froogle. It became an entirely paid platform in 2012, and in those 8 years 2 things have drastically changed the e-commerce game: data quality and Amazon. Google’s ability to ensure that the information in a product feed matches the data on the site has advanced significantly since this time. In addition to limiting the products available on Google shopping results to retailers willing to pay, their search power was at a major disadvantage.

Another exciting development to the platform is a recent partnership with PayPal. Merchants using PayPal will be able to link those accounts to Google Merchant Center, which will allow Google to pull in seller details faster and to verify trusted merchants. Google also partners with e-commerce platforms, including Shopify, WooCommerce and BigCommerce to make it easier for merchants to manage inventory and products.

As Ready concluded, “Solutions during this crisis will not be fast or easy, but we hope to provide a measure of relief for businesses and lay the groundwork for a healthier retail ecosystem in the future.”

More From Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

 

Brand New Features Added to Google Ads Keyword Planner

Keyword research has always been one of the most important SEO activities; but it takes up a lot of time. With their new slick features, that’s where a powerful keyword research tool like Google Ads Keyword Planner comes in to play. Read more

How Customer Reviews Can Rev Up Conversions

Whether your business is product or service based, B2B or B2C, great reviews will help smash your conversion goals. It’s time to leverage customer reviews to boost online traffic, sales and revenue. Read more

Updates To Amazon’s Advertising Platform

Amazon has earned their powerhouse title over the years since starting their business in 1997 selling books. With growth of 39% year over year in net sales, a 12x jump in earnings per share (EPS), and over 100m Prime subscribers globally in Q2 2018, it’s impossible to ignore their influence over customers’ journey in the e-commerce space.

This month, Amazon’s team revealed some big changes by reintroducing their advertising brand. Competing with Facebook and Google platforms, Amazon is combining several applications in their advertising suite into the simple brand of Amazon Advertising. What was once Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP) will now all become one simplified tool for brands to utilize.

Senior Vice President of Amazon Advertising, Paul Kotas, elaborates more on their new and improved platform:

“We’ve unified our product offerings under the name ‘Amazon Advertising.’ This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers who use our products to help grow their business.”

How Amazon Is Positioning To Be Competitive 

Above all, Amazon has the competitive advantage of knowing that customers are going to their site first for product search and discovery. With Amazon being the most used and trusted tool, it must be thought of as a search engine in itself rather than just an e-commerce site. According to RedDoor, many brands and companies are creating specific marketing teams to manage their positioning on Amazon’s site in addition to agencies creating large scale so brands can establish themselves on Amazon.

Amazon has differentiated themselves in the following areas:

  • Real-Time Optimization: The tool that sets them apart the most from Google and Facebook is real-time optimization. While it may take time to see improvements in your organic search ranking on either of those platforms, Amazon is optimizing your product page in real-time.
  • Direct: Everything in Amazon’s space is within the Amazon ecosystem. A potential buyer never leaves the network with Amazon’s inbound links which is a huge difference in how they advertise versus other competitors like Google and Facebook.
  • Incentive: Amazon makes money on what you sell, where Google is more concerned on click-through rates to any landing page you have. The bias of each platform is very important to keep in mind while reviewing what is performing best.
  • Customer Service: Customer satisfaction is another thing that individualizes Amazon’s advertising space due to the fact that reviews and ratings are crucial to Amazon’s listings.

 

Amazon advertising has grown so much, yet is still young in its development. Amazon’s team will be working to make tools more efficient and effective for all brands, companies, and customers using this platform.

 

More From Onimod Global

For more information regarding digital marketing expertise, trends and insights, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!

 

Restaurant Digital Marketing Strategies That Will Increase Traffic

Managing a restaurant in today’s fast paced, digital environment can be very difficult to keep up with. It’s well known how competitive the restaurant industry is, so how can your venue stand out from the crowd? Implementing effective digital marketing strategies is critical when it comes to increasing restaurant traffic and overall revenue. If your restaurant is unfamiliar with SEO, social media marketing, or any other aspect of digital marketing, this post will provide strategies to help your business stand out.

Invest in a Highly Functional Website
Investing in a responsive, professional website may seem like a major expense to restaurant owners, but it’s essential in today’s digital world. According to a survey from OpenTable “86 percent of consumers go online to view a restaurant’s menu prior to visiting the venue.” This demonstrates how today’s consumers are visiting venues online before physically entering restaurants. Because of this it’s also important to ensure your restaurant’s website is optimized for mobile, as the industry is known to experience a massive amount of mobile traffic. Be certain to never hide important information from potential consumers on your site such as menus, hours, contact information, photos, and any call to actions (reservations).

Prioritize Social Media Advertising
Having an effective social media strategy is essential to restaurant success. This seems obvious, but many restaurants don’t know how to reach the right audiences or execute their overall plan. According to an article from Forbes, some common mistakes seen in the industry are “not connecting Facebook and Instagram accounts, marketing to a national audience instead of local, using hashtags on Facebook, and many others.” This mistakes are not too difficult to correct, yet it requires an investment of both time and money to be properly executed. Ultimately, because social media marketing is such an integral part to restaurant success and takes time, outsourcing to an experienced digital marketing agency like ours is probably your best bet.

Pay Attention to Google My Business
Google My Business (GMB) is an important tool that provides local businesses with an opportunity to appear in Google search and map results to essentially increase local SEO rankings. Having a GMB listing and being active is critical in today’s digital world for local restaurants in order to stand out from the crowd. Including restaurant information, uploading appealing images, optimizing your GMB listing, and frequently posting updates will greatly improve a restaurant’s digital visibility. Utilizing Google My Business allows your organization to take charge of what people see when conducting a local search for your business, and it should never be overlooked.

Analyze Website Traffic and SEO Rankings
Having a professional website is great, but does it rank well on Google? The survey from OpenTable also found that “87 percent of potential consumers go online to find a restaurant in their area prior to visiting any venue.” Therefore, an enhanced SEO presence is critical, especially for local businesses. Not ranking on the first page of search engines for relevant search queries in the restaurant industry can potentially set your business up for failure. Monitoring website traffic is also crucial so be sure to install Google Analytics on your website to help with traffic analysis.

Bar & Restaurant Case Study
Wondering what kind of bar & restaurant digital marketing experience Onimod Global has? Take a look at our Case Study and read about how one of our clients in downtown Chicago is outranking their competition and seeing sales soar as a result. We developed a highly functional website, increased organic SEO rankings, and spread the word about their incredible services across all major social media platforms. As displayed in the chart below, in the first 3 months alone of 2018 our client has been found 146,000 times in Google Maps and a total of 321,000 times on Google.

Contact Us
Is your restaurant in need of superior digital marketing services? Reach out to us at Onimod Global and see what digital solutions we can provide for you!

Pringles to Debut in Upcoming Super Bowl LII Advertisement

Despite being a digital marketing company, we here at Onimod Global are interested in all sorts of different marketing methods. That is why today we are taking a more traditional approach to discuss ads for the upcoming Super Bowl LII.

Super Bowl Spot Cost

Each year, brands compete for a coveted spot to advertise during the super bowl. As one of the single most televised events of the year, the Super Bowl brings in some serious cash from advertisers.

It is safe to assume that each and every TV spot comes with a hefty price tag, but just how expensive can they be? Jeffrey Dorfman from Forbes claims that $5 million dollars is a bargain for such a TV spot.

Dorfman explains that the cost for these spots has been on the rise for years, but they still present an incredible value for brands. These ads air in front millions of viewers, roughly 110-115 million viewers to be exact.

This huge audience is exactly what makes the opportunity to advertise during the Super Bowl so appealing. Once you break down the cost of $5 million across 110 million viewers, the cost per view is just pennies on the dollar.

Pringles Premier

The Pringles snack company belongs to Kellogg’s, which acquired Pringles back in 2012. Since 1968 the brand has expanded across the globe to over 140 nations, and continues to market itself in as many new locations as possible.

According to Adweek, the Pringle’s Super Bowl campaign will be centered around the idea of “Flavor Stacking”. Flavor Stacking is a concept designed to entice consumers into creating unique flavors by combining different types of Pringles together.

The upcoming ad is said to be, “an opportunity to show people a fun, new way to enjoy their favorite Pringles flavors with their family and friends,” according to Kellogg’s U.S. Snacks’ senior vice president of marketing, Yuvraj Arora. Be sure to look for the debut Pringles ad, along with many others at the upcoming Super Bowl LII on February 4th!

Happy Thanksgiving From All Of Us at Onimod Global!

With the Holiday Season approaching, our thoughts turn gratefully to our clients and those who have made our progress possible. It is in this spirit that we say thank you, and best wishes for the holidays and Happy Thanksgiving!

– The team at Onimod Global