Archive for the ‘Local Marketing’ Category
When creating content, it pays to think big. Publishing online gives us access to a readership that’s almost too large to imagine. Do it right and your words could be read by people in places you might never even have heard of.
While a global readership might seem like something most of us dream of, with a little know-how it’s something that you too can achieve.
Decide Who You Are Talking To
When you write for the web, you aren’t just pushing out content at random. You are engaging with others, convincing them to buy into your idea or product. With this in mind, it helps to know who you are trying to reach and which parts of the world you want to expand to.
For example, your ideal reader could be a female entrepreneur, or you might want to address a young music lover. Going global makes your pool of readers much larger, so your female entrepreneurs might include women in Brazil, and your music loving youth could be reading in East Asia.
Keeping a tight focus on your target demographic as you go global will let you reach more of the kind of people that interest you. It also helps your budget go further. Are you looking to connect with female entrepreneurs in South America but less so with similar women in China? Then make your content culturally and linguistically suited to the South American readers, instead of spending time and money trying to reach everyone.
Embrace the Multilingual Web
Forget the idea that everyone online speaks English. Although English is often used in the corporate world as a linguistic go-between, internet users are a far more diverse crowd. The web is also more informal and driven by social connections.
Even people in countries who have strong English skills as a second language will prefer to engage with others in their native tongue. In fact, a 2011 survey by the European Commission found that although 48% of non-English speaking Europeans occasionally read English-language content, 9 out of 10 users preferred to visit sites in their own language.
This makes translation of your content a priority. Make good use of your budget by first figuring out which languages need to be top of your list. In our South American example, Spanish and Portuguese would be essential for getting your message across. If Europe is your key market, you’re likely to find German or French better languages to start with.
Take Languages Seriously
If you don’t get serious about translation, your foreign-language readers won’t get serious about your content. They will be too busy laughing at your language slips, if they stick around at all.
We all know of corporate giants who managed to offend or became a laughing stock thanks to poorly-translated slogans. The rest of us needn’t think we will do any better. Unless you are genuinely bilingual and up to date with current usage, you will miss hidden meanings. It’s also easy to opt for what seems the right word choice, when in fact it means something entirely different (for example, in German the word Gift means poison).
Native speaker knowledge will make sure you don’t sound out of touch or leave readers confused. Accurate linguistic choices will also help your SEO by keeping your keywords relevant. Cutting corners here, on the other hand, could leave search engines as confused as your foreign-language readers.
Understand Cultural Differences
The 2012 Edelman Trust Barometer reveals that while people worldwide are becoming less trusting of what they read, ‘a person like yourself’ has become the most trusted source of information. Your job is to be that trusted person to your reader, no matter where in the world he or she is.
Localization is an essential part of becoming ‘one of us’ in another culture. Using words and expressions that local people use makes your content more accessible. Being in touch with important cultural events or hot topics can be useful too. Of course, offending people is never a good idea and cultural knowledge also can guide us around dangerous topics or inappropriate language.
Show You Care
Now that you’ve opened up your content to overseas readers, make them feel welcome. Avoid anything that places your English speaking crowd above foreign-language speakers. For example, aim to respond to all comments, not just those in English. If you offer a way for people to contact you, make sure it doesn’t exclude certain time zones or languages. Showing you care about all your readers helps you to build a good online reputation.
Write with other cultures and languages in mind and you’ll be saying Wilkommen, bienvenido and yōkoso to international readers in no time!
About the author:
Christian Arno is the founder of Lingo24, Inc., one of the world’s fastest growing translation services. Launched in 2001, Lingo24, Inc. now has over 180 employees spanning three continents and clients in over sixty countries. In the past twelve months, they have translated over 60 million words for businesses in every industry sector, including the likes of MTV, World Bank and American Express. Follow Lingo24, Inc. on Twitter: @Lingo24.
Constellation Research CEO and Principal Analyst R “Ray” Wang visited the Software Advice offices during the 2013 South by Southwest Interactive Festival to talk about some research he released called “Building Your Interaction Strategy with the 9 C’s of Engagement.”
In today’s world, we face constant demands for our attention — from social media to news alerts and loyalty programs. Wang asserts that companies must find ways to cut through this clutter if they want to compete in the future. To do this, they need to create a true engagement strategy based on authentic, natural and trustworthy interactions.
A lot of organizations think they know what this means: sending a coupon on a customer’s birthday, or liking a post about you on Facebook. But most don’t look at the big picture, or they just end up coming off as “creepy” in their engagements.
Instead, he suggests following the “9 C’s of Engagement” when building your interaction strategy. These fall into one of three categories:
- People Centric Values: Culture, Community, Credibility
- Delivery and Communication Styles: Channel, Content and Cadence
- Right Time Drivers: Context, Catalyst and Currencies
In this video, Wang describes how companies can use these three pillars to build an effective engagement strategy.
About the author:
Ashley Verrill is a Market Analyst for research firm Software Advice. Her professional experience spans journalism, sales, advertising and SEO marketing. She’s a seasoned writer having produced copy for business journals, a sports magazine, daily deals advertising and industry blogs. She can be contacted at ashleyverrill[@]softwareadvice.com, or by calling 512-582-2314. LinkedIn
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In the past years Pay per click marketing has been a quick and easy solution for businesses to generate leads. But to do paid advertisements is no long-lasting and holistic marketing strategy to depend on!
When you do PPC than you generate leads as long as you pay. When you stop your PPC campaign then you will not generate leads anymore! As simple as that!
Nevertheless PPC are still a great vehicle to get the word out but only when they are incorporated within a smart and holistic marketing strategy.
The proven and successful inbound marketing strategy is a great way to generate high quality leads. Therefore inbound marketing is known as the “riskless” marketing strategy because of the activities done which are long lasting and bring an increasing stream of future customers to your offers.
Why is this inbound marketing such a great way to generate leads?
With inbound marketing businesses earn their way to the customer, by publishing helpful information on a blog, in social media and forums.
Inbound marketing includes Blogging, Social Media, Lead Conversion, Lead Nurturing and Closed-Loop Analysis.
How can Inbound Marketing help you?
A. It saves you up to 62% of your marketing budget
B. Makes you stand out of your competition
C. Helps to generate a massive amount of leads
D. Gets you up to 55% higher lead conversion rates
E. Increases your customers and sales
Example: The backbone of successful inbound marketing is the content creation strategy. To create outstanding in a corporate blog improves the trust, visibility and traffic to a business online. Published articles once done are literally online forever, are indexed through search engines and can be found from future customers.
The more articles you publish the more „digital outposts“which you build for your business and you get an increasing stream of future customers to your offers.
Businesses brand them self by creating and publishing original content. Businesses that create and publish remarkable content on the web and in social media:
• Establish thought leadership
• Elevate brand visibility and buzz
• Boosts SEO
Blogging has great advantages and here are the most important:
Blogging companies get up to…
1. …55% more Traffic
2. …97% more Inbound Links
3. …434% more indexed pages in search engines
4. …25x times more business leads
A seriously executed content marketing strategy can be responsible for 25x times more business leads and boosts your revenue by up to 40%!
Infographic: The Rise Of Content Marketing
PCC can’t deliver such results!
But you can incorporate Pay per Click Marketing into your Inbound Marketing Strategy.
Some thought how you could use PPC to increase your visibility:
PPC drives you quick results and you can use it to bridge over the time until your content marketing starts to show effect.
To get a better idea of what your audience is looking for before they hit your website and to adjust you’re SEO, you could start a PPC campaign. Look at the initial keyword data in your Google AdWords account and see which keywords have the highest click through rate (CTR). So you get the most popular keywords and custom tailor your content and your next PPC advertising.
You should bid on your own corporate terms, for example your business name or the names of your products. So when a interested person is researching online for your business, products and services the chances are good even if you are not in the top five Google Search result they will find you through your PPC ads.
Especially for local businesses PPC is a great way to get a targeted location based positioning to attract locals to the business front door. Local businesses can do advertising for a very specific location and do bidding on keywords related to this location. So they get laser targeted traffic from people who are maybe living around the corner in the next street.
There is not only Google AdWords where PPC campaigns can be done to reach the buyer persona in a great way.
Businesses can also do PPC ads on Twitter, Facebook and for B2B on LinkedIn.
One more thing to keep in mind when doing paid adverting!
You should direct your traffic to dedicated landing pages to convert those prospects into leads.
Take care to prepare a great offer on your landing page to motivate those prospects to leave their contact to follow up with them later and to get them into the lead nurturing process to convert them to sales.
Video/Web Conferencing can significantly affect the quality + availablity of Healthcare globally, enabling many positive outcomes.
More + more institutions worldwide are realizing + embracing the value of utilizing this technology, which is now becoming more easily accessible as Mobile + access to the Internet continues to grow across the globe.
Timing + the effectiveness of the initial response is crucial in assuring a positive outcome for patients.
Video Conferencing is playing a major role today :
SAVING LIVES + Money :
- Where Specialists are in short supply, they can be tapped into remotely, administering a diagnosis + recommending emergency, life-saving treatment at significant cost savings
- Emergency Medical Personnel in ambulances with access to the internet in their vehicles, can use this technology while on the road to communicate with specialists/doctors/their destination hospital or other facility, giving them prior warning as to the prognosis + status quo
- Healthcare institutions can provide patients with access to Global Specialists, enabling an improved level of care + patient outcome, by for example, creating a central monitoring station to link up with all other institutions in their network
- Rural areas with access to the internet, can also use this technology for diagnostic + other purposes, saving lives + making more efficient use of health care money, where funding is limited
- Reduce the need to transfer patients + thus retaining revenue for that institution
It has always been a logistical nightmare to train staff in this industry, as most work different shifts + there exists the crucial need to keep stations staffed at all times. Web Conferencing is proving an ideal solution for staff to receive ongoing training without leaving their posts –
- Recruiting top Physicians + Specialists. Web Conferencing, has proven to be an important element in recruiting Physicians + Specialists globally
- Recruiting + Training Nurses. Video conferencing helps address the nursing shortage in many hospitals by enabling them to recruit globally
- General Staff training in the medical fraternity. New employees can be trained across multiple locations. In addition, new information can be presented to several locations in a single session
- Emergency Medical Personnel – can also be trained across multiple locations
- Reduction of meeting overload. Conducting regular scheduled management + staff meetings makes it easier for staff to attend, saving time, reducing travel costs + thereby increasing patient care + staff productivity
- ‘Going Green’ Reducing the amount of travel, cost of accommodation, etc saves time + ultimately money, increasing staff productivity + thereby addresses the associated carbon footprint
FEEDBACK from Doctors/Specialists :
Doctors/Specialists can host live Video feedback sessions, sharing final x-rays + conduct Q + A sessions, so that nurses + paramedics can see the diagnoses + outcomes of the patients under their care + learn lessons for future responses, especially bone fractures, spinal injuries + trauma.
Most Web Conferences can now also be accessed on Pads, Android + select Smartphones
Infographic: Mobile Cloud
Heather de Wit considers herself to be an ‘out of the box’ thinker and is happy to share her knowledge on the merits of utilising Video Email and Conferencing/Webinars. Her experience as a sole Entrepreneur for over 20 years spans marketing, advertising and PR. She enjoys creative writing, singing at functions and is a self-taught artist.
Get in touch with heather :
All successful businesses have one thing in common, they have great marketing and they care about their customers and restaurants are no exemption.
For a restaurant to get new guests the audience needs to know that you exist and what you have to offer. So you need to get found!
When you operate or just start a restaurant it can make sense to use Groupon for the first six months to help boost your reach so more people learn about your restaurant. But when the first six month are over you need to have a holistic strategy prepared to attract new guests to your restaurant and keep the actual coming back.
But what if you do not have the time and the experience in house to do so? And which strategy should you use, which one brings the big bang for your marketing buck?
Inbound marketing has been the most successful Internet marketing strategies in recent years.
Many businesses from different industries are using inbound marketing since about ten years as it is highly productive for their business. This article will give you a few examples why restaurant businesses should outsource their marketing and advantages in doing so.
Inbound marketing has been the successful and cheapest marketing trends in online world now. Inbound marketing generated leads have a proven 62% lesser Cost per Lead (CPL) and an up to 55% higher conversion rate! It simply outperforms any other way of marketing like TV, Radio, Print Media, Mass mail, Trade shows, Pay per click, Cold calling, etc.
All major brands and thousands of small and mid size businesses have switched to these powerful marketing strategies. Inbound marketing needs expertise, dedication and commitment and companies can benefit by hiring a professional inbound marketing agency. It is beneficial for companies to outsource their marketing in order to concentrate more on their business and leave their marketing strategies for the experts in the field.
Infographic: Dining and Restaurant Reservation Trends
Advantages of Outsourcing Marketing for Restaurant
Restaurant business is popular though its wide opprotunites it offers. Hundreds of success stories show and prove how money can be made by operating a good restaurant. Chains like Burger Kind, KFC prove this. Also celebrities have discovered the restaurant business as a profitable way to make extra revenue.
With increasing competition, regular restaurants have also started their business online and taking reservations and orders. With many competitors creeping up, it is very much important for the restaurant owners to get themselves updated with the latest marketing trends online to stay out of the crowd.
1. Get found online through inbound marketing
Main requirement of restaurant industry is the word of mouth marketing and getting new customers. So it is important for the businesses in restaurant industry to concentrate on their competence and outsource the marketing it for the inbound marketing experts to lead new guests to their restaurant.
Main advantage of inbound marketing is to get found online at the start to the customers. By hiring marketing experts who use the latest social media marketing and analytical tools for analysis, companies need not worry about the fast changing marketing trends and strategies.
2. Marketing Experts help you in Social Media and Content Marketing
Social Media and content marketing through blogging have increased in popularity as consumers are increasingly looking online for reputable sources to spend their money. Content marketing is increasingly used by companies to get new customers to their business.
If we take an example, companies that blog get 55% more visitors to their business website. So it is very much important to use these types of marketing strategies to gain new customers for your restaurant as well.
Another important strategy that has been successful is the social media branding for business and being active in social media. It is very much important to update your social media profiles regularly as search engines have started indexing your business social media content. This brings more prominence for your business in search engine marketing.
Not only search engines, your customers are also very much interested with the latest news, promotions and deals that are updated in your blog and social media.
To get potential leads and increase their prominence in market place, it is therefore useful to hire the marketing experts to do this job for restaurant industry.
3. Less Marketing Budgets and risk free business marketing strategy
Inbound marketing is the cheapest marketing strategy in the long term. It is easy to outsource your marketing by hiring an inbound marketing agency and build prominence on the web for your restaurant business.
By using various effective and creative marketing, inbound marketing agencies help to stay ahead of your competitors and get found online easily to potential customers.
Not only do the inbound marketing agencies help to do your marketing, they also help you to minimize your budgets on the long term.
Summary of what you get by executing a professional marketing strategy?
A. Save up to 62% of your marketing budget
B. Stand out of your competition
C. Generate a massive amount of leads
D. Get up to 55% higher lead conversion rates
E. Increase your customers and sales
These are some of examples on how you can benefit by outsourcing your restaurants marketing to a professional inbound marketing agency. Start your inbound marketing today and stay ahead of your competitors
When you feel you need help to execute this combined marketing strategy just let us know. Request a free custom quote today!