Digital Media Branding Podcast

Digital Media Branding Podcast
By Carlos Quintero
About this podcast
The Digital Media Branding Podcast is a weekly series where I help you dig through all the digital media clutter in a way that will help you figure out what makes sense and what is important so that you can get the most out of your website, web apps, mobile apps and social media efforts. Since 1997, I've been fortunate enough to help all kinds of companies extend their brand's reach out far beyond traditional marketing by leveraging technology in creative and innovative ways. I've helped small business owners; new business start-ups as well as large fortune 50 companies create profit centers around their brand's products, content and information. I will cover topics that will make it easy for you to understand how to effectively deliver your message across all available digital platforms.
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Digital Media Branding Podcast

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Latest episodes
June 11, 2014
Welcome to Marketing Quick #TipsOnQ In this episode we will be talking about Hashtags.  MediaOnQ is a full-service marketing agency based out of Fargo, ND. At MediaOnQ we understand that as business owners and marketing professionals it is our job to get our content to both, prospects and customers in a way that is easy for them to engage with it. Today’s episode is all about Hashtags. As a reminder, you can catch the Marketing Quick Tips OnQ video series directly from MediaOnQ.com or from our YouTube Channel. We decided to make hashtags the topic because we found that several businesses are new to the idea of using social media in their marketing efforts. Yes, it’s true… Many small business owners or marketing professionals who have to wear multiple hats are only now starting to realize how important it is to get their content out there and leverage social media. So, what is a hashtag?
May 31, 2014
In this week's episode of Marketing Quick #TipsOnQ we set up a #Vine Vanity URL for Your Business. http://onq.link/vineurl
May 25, 2014
This is the first episode of our Marketing Quick #TipsOnQ series. This series is available is also available as a video which you can find at MediaOnQ.com/TipsOnQ. The show notes for this episode will also include step-by-step instructions with screenshots for your convenience. If you have any questions along the way you can email me directly from our website or reach out through any of our social media channels and remember to use the hash tag #TipsOnQ so that I know how you found me. Lead Generation Cards on Twitter are a great way to capture user information directly from Twitter. They are easy to set up and you could have one up and running for your business in less than 10 minutes. You could easily set one of these Lead Generation Cards so that people can sign-up to receive your offers or incentives.
May 25, 2014
Today I’d like to introduce you to our brand new video series “Marketing Quick #TipsOnQ”. In the Marketing Quick #TipsOnQ series we cover a variety of topics like how to grow your business through Facebook, how to get more followers on YouTube and how to leverage Pinterest for your business or brand. We put this series together to help businesses and individuals build their Active Brand as well as help them compete in today’s web economy. We will have both a video version and an audio podcast version for each episode in an effort to make it convenient for you. All the episodes will be available directly from our website MediaOnQ.com where the most recent episode will be displayed on the home page. If you are interested in past episodes, you can access them from mediaonq.com/tipsonq.
Jan. 29, 2014
Untitled Document How To Set Up A Successful Business Page on Facebook Digital Media Branding Podcast Episode 23 In this episode we will go over all the details on how to set up a successful business page on Facebook. So if you use Facebook to generate leads or help your business in any way, this episode is for you. Welcome to the Digital Media Branding Podcast. I’m your host Carlos Quintero from MediaOnQ. MediaOnQ is a Full Service Digital Media Branding and Marketing Agency based out of Fargo, ND. At MediaOnQ we provide social media branding and marketing services to more than 250 business across the US and Canada. Social Media has become an essential component in today’s marketing campaigns and strategy. So it is no longer just a good idea to have a page for your business on Facebook. Facebook offers your business one of the most active social media networks. This active community can help your business establish and grow it’s brand as well as benefit from your followers because your followers will help establish trust and influence for your business. Facebook can also help enhance your business visibility on the web by helping you distribute your content. It can even help your SEO efforts. Unfortunately to take full advantage of all the benefits that Facebook can offer our business it will take more than just setting up the business page. First impressions matter and a professional looking Facebook design will help your business stand out and impress visitors and followers. So I’d like to go over the various design elements or the anatomy of a successful business page on Facebook in hopes that it might help you get more out of our social media marketing efforts. And should you need help along the way just shoot me an email at [email protected] and I will do what I can to help. Some of you may not know that I was a Sargent in the US Army back in the early 90s. One planning technique that has stuck with me from my Army days is backwards planning. So I’d like to start by going over the goal of this Facebook business page. We want to the Facebook business page to: Help us express our brand identity through cover art and graphics. We’ll want to showcase important business information about our products and services. We’ll want our content to cover tips, stats, photos and business news for our target audience. And we’ll want to be responsive to the engagement that our content produces.   When you are building or designing your Facebook business page, you really should treat it just like any other professional web asset your company may have. What I am referring to as a web asset includes your website, landing pages, splash pages and directory service pages. So remember this is how your business will be represented on Facebook. And don’t take shortcuts; take the time to align your company’s brand and business strategy with the Facebook page so that you can start to benefit from the results. Let’s take a look at the design elements that will help us reach our business goals. #1 Make a Custom URL A custom URL is the actual web address that you would type to get to your Business Page on Facebook. With a custom URL you can easily direct your visitors to your Facebook page. For example, MediaOnQ’s custom URL is http://www.Facebook.com/MediaOnQ. Having a custom URL for your business on Facebook increases your visibility in search engines like Google and Bing, which helps your SEO efforts. It’s important that you set up a custom URL or vanity URL as it is often called, so that your social media presence can be more professional and of course personalized which in turn, helps brand your business. And because we are branding our business it then becomes important that we maintain consistency when setting up custom URLs on other channels like Google+ and Twitter. Moving on to #2 Maximize The Tabs Did you know that Facebook provides 12 different content subpages also called Apps or Tabs right on your Facebook page? You can use these Tabs to benefit your business. Even if you don’t have enough content to use up all 12 Tabs, it is important that you have a minimum of 4 Tabs with content because it helps give visitors a reason why to like your page and why they should follow you. You can add Tabs for your company videos, user groups, quick tips or notes for your audience, customer success stories and company events. You can even add Tabs that pull content directly from your website. Always keep in mind the original Goals for this page when coming up with what to put in these Tabs. Let’s move on to #3 Design a Unique ABOUT Section While it is simple to think that filling out the form fields that Facebook offers in the About section is enough…consider this. There are two main sections that matter. The first is ABOUT and the second is Description. So I’d like to suggest that we are strategic with the ABOUT section. Make sure that you include your company’s contact information in this section. The idea is to make it easy for visitors to contact you so that they can learn more about the products or services that you have to offer. Be sure to include your company’s unique value proposition and don’t forget to link them back to your own website. If you surf around Facebook you may notice that this approach is not common, which can help your content stand out from the rest. Now in the DESCRIPTION section, we will want to add content that includes relevant Keywords to our business so that this section can tie back to our own site’s SEO strategy. Taking this approach will help maximize your search potential. I say this to my clients all the time. Is there anything wrong with the following? Say someone is on Google looking for your product or service. Wouldn’t you want to hold 3 or 4 spots in the search results? If someone clicks on the link that takes them to your website, that’s wonderful. And if someone clicks on the link to your Facebook page, that’s wonderful too because we made sure that your contact information and links were on your ABOUT section of the page. That is what I mean when I say we can maximize search potential. #4 Use Custom APPS What can custom APPS do for your Facebook page and business? These custom APPS can help drive traffic to your website, your inventory of products or services as well as encourage customers and prospects to LIKE your Facebook page. There are lots of options in this space. PageModo, Constant Contact, Wildfire Apps and MyTab are some of those options. These types of APPS provide all of the technology you need to create quizzes, contests and sweepstakes. APP features, usability and prices vary so take the time to find the ones that best meet your own budget and goals. There are also other social media channels that offer their own APPS that allow you to take content you publish with them and place it directly into your Facebook page. Pinterest and YouTube are two examples of that. You upload a video on YouTube and it can be posted directly on to your Facebook page. This works in a similar way with Pinterest, if you pin something new, it can be displayed on your Facebook page. While I’m on this subject I want to remind you to think about Keywords and SEO when posting content on your social media channels. Your posts and content should not only link back to your website but the Keywords should support your own company’s SEO. And now… #5 Design to Drive Traffic to Your Website I touched on this briefly in #3 where we designed a unique ABOUT section. So we’ve already added a company description, link back to our website and included our phone numbers. Now let’s talk about the photos section. It is important that any photo that is available on your Facebook page is also available on your own website. Our strategy here is to post smaller photos here and add a note in the photo description offering the viewer a higher resolution version of this picture directly on your website. Moving on to… #6 Consider Professionally Designed Graphics Facebook is a place where your potential customers will interact and engage with your company’s brand, products and services. Hi quality graphics on your Facebook page will help you stand out and catch more eyeballs. Here are some graphic sizes that will help you get the most out of the image branding that is available on a Facebook page. Thumbnail image for your logo should fit into a 180 X180 pixel box. The graphic should be easily identifiable when it is scaled down to 32 X 32 pixels. The timeline profile image should be 851 pixels wide by 315 pixels high. If you upload any other dimension, it will be scaled to fit this size. And pay attention to the TAB thumbnail to ensure that it is displaying what you’d like to share with your audience. We’ve just covered the design elements or anatomy of a successful business page on Facebook. The key is to take the time to set up the business page so that it accurately represents your business. Putting in this effort will help your company stand out, drive traffic to your website, engage with customers and prospects and contribute to your SEO strategy. I hope that you found this information useful and would like to ask you to please subscribe on iTunes, leave us a review and share this with a business owner or marketing professional. If you need help with your social media marketing efforts, MediaOnQ is here to help. Email us at [email protected] If you have any other suggestions or Facebook business page strategy that you would like to share please send it to [email protected] and I will make sure to update the blog post so that we can all benefit from the information. Join me next week where we’ll continue to discuss digital media branding and marketing strategies that help us compete in today’s web economy. Until next time, I’m Carlos Quintero from MediaOnQ. Thank you for listening.
Jan. 21, 2014
Digital Media Branding Podcast Episode 22 In today’s episode we will talk about how Facebook’s newsfeed changes should impact your Facebook marketing strategy. We will cover Story Bumping, Last Actor and Auto Video Previews on Mobile Facebook Pages...and how these three changes affect your current marketing strategy. Hello and welcome to the digital media branding podcast. I’m your host Carlos Quintero. I own a full service digital media branding and marketing agency called MediaOnQ based out of Fargo, North Dakota. We provide Social Media Marketing services for many of our clients and Facebook is as it should be an important part of any social media marketing strategy. About 4 ½ to 5 months ago, Facebook once again updated the algorithm that determines what people see in their news feed. This change has affected many company pages. The number of people who see each of your company page post is referred to as REACH. And REACH from company pages has gone down – way down in many cases. Many of our clients have reported 30% or more in decreases. So let’s dive in and try to identify why this is happening and attempt to come up with a way to improve our REACH. Everyone knows and everyone seems to accept the fact that all of your followers will most likely not see all of your posts. At best we reach 16% of our followers with our posts. We talk about this subject at length in episode 5, How To Use Facebook For Business. I’ll link to in the show notes in case you’re interested in checking that out.  So again, we’re not surprised in that we will not reach 100% of our Facebook followers. We estimate that the average Facebook user has roughly 1,500, give or take a hundred, possible posts they could see at any given time. These posts would include any that their friends or company pages have interacted with by liking or posting and sharing. The Facebook algorithm then has to sort through all those posts and decide which to show and in what order to show them. This is where EdgeRank comes in to play. EdgeRank is what Facebook used to call their algorithm. When an update is first posted, it basically has the same amount of weight as any other new post on Facebook. The only way to ensure that your business posts has more weight or have an advantage that would allow it to be shown to more people is for you to promote it …in other words, buy advertising from Facebook. As Facebook continues to evolve, the algorithm becomes more and more sophisticated. Facebook now tells us that there are hundreds of factors that affect how their algorithm performs. This is what complicates things for all of us Business Owners and Marketers. The original notion that Facebook was a great way to get FREE Digital Advertising on the Web for our business has quickly gone away. In August of 2013 Facebook once again announced two new changes or modifications to their algorithm. The new changes are Story Bumping and Last Actor.  These two new changes are the main cause for the decreases we talked about earlier. Let’s go over these changes. Story Bumping Story Bumping allows Facebook to determine what is new to a user.  This means that if you don’t log in to Facebook for a day or two, it is possible that your news feed will not feature today’s content but rather content that has been posted since the last time that you logged in which can be several days old.  So when you log in to your Facebook account and see stories that are old, outdated or untimely know you know that it is probably because you haven’t logged in regularly…  Who would this impact the most? The answer is Just About Everyone. Say you are running a promotion so some kind. You create a post with the specifics – if people have not engaged with you recently or have logged in regularly they will not know about your promotion because it will not be shown to them. If you however have a very active following for your business page where people are Liking, Sharing and Commenting on your content regularly then you’ll benefit because the life of that post is extended due to engagement. This basically means that out of that 16% potential REACH that we stated with, you are now competing with every friend and like that your followers interact with for REACH, because the posts with the most engagement will automatically be bumped up in the news feeds. As a business owner or marketer is has never been more important to figure out how to increase the engagement of our posts to ensure that people want to interact with us by Liking the post, Commenting in the post and hopefully even Sharing the post. My advice to you would be to be methodical. Post content with a purpose and measure your results.  Always try to bring value to your audience and your company through your Facebook posts. And always ask yourself, is this post engaging? And if it isn’t then make the necessary changes before you post it. This now brings up the Last Actor change.  Last Actor refers to the fact that Facebook is now keeping track of the last 50 user interactions for each person. Based on these last or most recent 50 interactions, Facebook will then rank the pages where the interaction happened higher. So if say I interacted with 2 business pages and 48 friend pages as part of my Last Actor activity, the next time any of those Business Pages or Friends post, Facebook will rank their content higher in my news feed increasing the likelihood that I will see their content again. If you remember I started by saying that any one person has 1,500 potential posts that they can view at any one time.,  And we will at best reach 16% of our total followers. Last Actor now makes it so that if you don’t post every day, you’re probably never going to be in a person’s last 50 interactions. Posting once per day is probably not good enough. You’ll want to post regularly throughout the day to increase your chance of being bumped up in the news feed and ending up on more of your follower’s last 50 interactions. We work with Pages for our clients on a regular basis here at MediaOnQ and I’ve noticed that when we have a popular post it immediately will impact the next subsequent post by boosting it up the news feed.  This is now part of our Facebook marketing strategy  When we have a popular post, we will then post additional content within 90 minutes of the popular post because the added post’s REACH goes through the roof. This is once again where you want to be methodical. Plan out your posts where you set the bait with the first post and go for the ADDED REACH with the subsequent post. The initial post’s lifespan is like that of a firecracker…It is not intended to have lasting impact but rather to get as much attention as possible. This is what allows the supporting post to linger longer high on the news feed. One other change that I want to quickly cover is how Facebook now auto previews videos in the news feed on mobile devices. The videos will not play or have sound unless you actually engage with them by taping or clicking on them. I think this gives all of us an opportunity to embrace the use of video for our business and opens up additional creativity options for our business videos. We’ll be exploring options around using Video on Facebook this quarter and I’ll make sure to share the results with you. And if you need help or tips on how to use video in your marketing visit MediaOnQ.com and check out our Digital Media Blog, where we have a collection of videos that can help you fast track your production.  You can also find them on our YouTube channel.  I’ll include the link in the show notes, which will be posted at MediaOnQ.com. Our most recent episode is right on the home page so it will be easy for you to find. Do you use Facebook as part of your marketing plan? If you do, have you seen a drop in REACH from your company page on Facebook?  If you’d like to share your comments or tips with us, please email me at [email protected] or leave your comments in our blog post at MediaOnQ.com. I hope that you found this information useful. Please subscribe on iTunes, Leave us a Review and share this with a business owner or marketing professional so that we can help each other through information sharing. Join me next time where we’ll discuss the anatomy of a successful business page on Facebook. Until next time, I’m Carlos Quintero from MediaOnQ. MediaOnQ – Helping You Compete In Today’s Web Economy. Thank you for listening.
Jan. 15, 2014
Digital Media Branding Podcast Episode 21 In today’s episode we will go over the Top 10 Digital Marketing Paths To Increase Your Company’s Sales. Welcome to the Digital Media Branding Podcast, I’m your host Carlos Quintero. I own a full service digital media marketing agency based out of Fargo, ND. In my job, I have the opportunity to work with many clients who are often business owners.  Being in business today is much more sophisticated because of the web and everything that it implies right? Businesses of all sizes, large and small and even startups have to consider how to best allocate their time and resources to get the most bang out of their efforts. This is why I started the Digital Media Branding Podcast. I wanted to share my 17 plus years of digital marketing experience with marketers and business owners in an effort to help fast track their success or as we call it at MediaOnQ, helping you compete in today’s web economy. So thank you for joining me today. Today we will dive in to the Top 10 Digital Marketing Paths To Grow Your Company’s Sales. What we’re covering here are the variations or types of sales paths that you can take. Your choice as to which path or sales strategy you choose to take can help dramatically increase your sales or keep them flat which really means you lost money right, since you’ve invested time and resources into it. So how do you know what is the best option for your business? Let’s start by taking a look at the top 10 digital marketing path options to find the best fit for your own business Marketing Path #1 – The Shotgun Approach This really is kind of what it sounds like.  The strategy basically calls for any and every possible tool, channel and resource to help attract and retain customers. Here at MediaOnQ we’ve experienced our own success and have helped many businesses reach their own success by focusing on the following 9 key areas. 1. Website 2. Social Media Activity 3. Mobile Responsiveness 4. Blogging Activity 5. Email Marketing 6. Lead Nurturing 7. SEO 8. Video 9. Analytics As a matter of fact, every time we land a new client we start by taking a look at each of those 9 areas to come up with a detail picture of digital marketing and establish a strategy roadmap to help our clients improve. This of course can be difficult for some small businesses where one person is attempting to get it all done themselves. MediaOnQ can help carry some or all of that weight, that’s one of the services that we offer. Trying to do it all themselves for most businesses becomes overwhelming and often times the strategy is flat out abandoned or worse, they’ll only work on the things that they enjoy. I’ll tell you why I think this is worse, because only working on what you like or enjoy really means that you are fooling yourself.  It gives the impression that you are working hard and working all the time but what you don’t see is how much of your potential audience you are really ignoring and neglecting and that is unfortunate. Throughout my career I’ve yet to see any company or small business be successful when they have a single way of attracting new customers. Here’s something else that you might find interesting. Over the past 3 years or so, I’ve asked every business owner or marketing representative that I’ve talked to if they use Facebook for business. As in do they have a Facebook business page for their business? 9 out of 10 have said yes, and typically the stragglers said they were planning on having one up soon. I then of course followed up with what does that Facebook business page do for your business? I have yet to have anyone answer that question with a real response as in it drives x amount of web traffic to our landing pages or it serves as a way to test out product ideas and incentives … so I’d like to ask you, do you use social media in your own strategy and if you do, what does it do for your business? You can send your response to [email protected] I look forward to your answer and hope that you break this cycle for me with your business answer to my elusive question. So here’s an example for you. Wal-Mart uses more than 350 different strategies to attract and retain customers. What I’ve found is that most businesses tend to use 1 or 2 strategies simply because they don’t know about the other options that are available out there for them. Now let’s talk about Marketing Path #2 Education Marketing Education marketing or marketing training is a relatively new form of marketing. The idea behind it is to give your clients, customers and prospects content that allows them to learn about your products, services or information. This approach is most successful when the message is specific toward solving or improving a problem or situation. At MediaOnQ we always try to make money, save money or improve the quality of life for our clients and customers. So try thinking about it from that perspective. Some approaches toward Education Marketing might include product or service how to videos, info-graphics, tutorials, e-books and or a podcast. Does your business service a specific niche? If it does, then a web video series might be the most effective option for you. Education marketing or educating your clients works well for three main reasons. The first is because you are immediately giving your audience some value. This value translates into trust and brand loyalty. The second is because while you are training, it is easier to sell. You have the ability to go over the highlights of your product or service showcasing its strengths and value to your audience. The third is targeting. This allows you to target the specific sector of the market that can benefit from your product or service. For example, if you are a retailer who sells a juicer. You can write an article that talks about natural juice helps you live a healthier life. You will want to let them know how and where they would be able to find and purchase the juicer referenced in the article. Individual who care about or are interested in healthy living will most likely read this article, which will help facilitate a sale. Moving on to Marketing Path #3 – Measure Your Key Performance Indicators Tracking and analytics are not fun for most people simply because it forces us to give up our own perceptions and deal with cold hard facts. Key metrics that you should keep an eye on are: Visits & Visitors Time Spent on Site Bounce Rate Exit Pages Conversion Rate We’ll have to cover these more in depth in a future podcast episode but if you have any questions on these please email me at [email protected] and I will do my best to help. Marketing Path #4 – Use The Right Marketing Model Lots of businesses out there are faced with a similar problem. They lack real results. Sustainability is important.  Having short-term success is good but it can also be misleading because it can also give us a false sense of security. We’ve all experienced this in one form or another.  Sales start to soften up or they hit the brick wall plateau or a competitor moves in and gives our audience another option. Most often than not the main cause is that we’ve done little if anything to change up or freshen up our approach. Let’s look at this from a different perspective. Do you remember what your favorite song was say 5 summers ago? How about last summer? Or better yet, what was your favorite song 3 months ago? AND  Is it still your favorite song? Chances are that this favorite song of yesterday has moved down the list of favorite songs of now right? That is because as time passes we have more or new options…and as people we tend to gravitate toward the new. So if and when you find your business experiencing some form of success introduce new marketing models to leverage and extend your period of success. The main key here is to give your customers what they are looking for in a way that fits their lifestyle. For example, if you sell UGG shoes at the mall. Use Instagram to show off the new styles with video and photos and if you’re using video then make a shorter version to publish on vine. This would apply to basically any product or service.  The brands themselves do a great job at telling people what they should buy, through national advertising. Think about that for a moment.  National advertising on TV, RADIO and PRINT basically shows us their products and services telling us what to buy. In our own efforts as business owners, it then becomes our job to tell people Where to buy. So if I revisit the UGG shoe sales example and change it out to an Agriculture client, say a Tractor Dealership or a Seed Dealer, can they too use Instagram and Vine?  Of course they can. What if your business does not sell a national brand of product or service? Well then that means your marketing path and approach needs to pull double duty. How successful is your own marketing model? I’d like to hear about it, so if you’d like to share please email me at [email protected] Marketing Path #5 - 2-step Selling  The 2-step selling method makes it easier and is a much more cost effective way of selling. In a 2-step selling process you actually turn things around. Where normally you would go after a customer, with this method you give customers a reason why they should buy from you. Let’s go over an example of how this type of selling might work. We’ll start with two business that sell computers, smartphones and tablets.  They both not only offer similar products but also carry the same brands and are at the same price point. As consumers, we all know and are often attracted by the lowest price right? So if we are one of the storeowners or marketing managers, what can we do to mix it up and drive sales? We could write an e-book titled “101 Ways to Help Your Child Get Into The University Of Their Dreams”. This e-book would offer real advice that would often be accompanied by a laptop, smartphone or tablet that could be found at our store. We are now not only marketing to the end user but also those that influence the buying decisions. If we take that a step further, would could also invite the parents and students to meet us at the store on a Saturday or a group of Saturdays to hear first hand how some of this technology is being used in today’s schools… You could then offer special incentives on your demo products the days of these events. So in this campaign we’ve established a pipeline of people who would want the free e-book, brought them into the store and hopefully also sold off some of our used or demo equipment. This is a much better option than simply competing on that race to the bottom as in going after the lowest price. Marketing Path #6 – Have a Unique Selling Proposition Having a unique selling proposition seems obvious right? But in today’s World Wide Web, which basically opens up opportunity for a Global Market, how do you get this done? This really all comes down to branding and consistent marketing. The messages should always address the single most important question and that is why should a consumer choose to buy from you? Nailing this will significantly impact your sales and profitability. Marketing Path #7 – Free Reports Free reports are a great marketing tool or path to take simply because 99% of your competition will not take this path. A free report is as simple as a 10-50-page booklet or digital download PDF document, which gives answers to frequently, asked questions about your business, products and information. In fact at MediaOnQ we strongly encourage all of our web design and web redesign clients to take advantage of the FREE marketing and SEO that a Frequently Asked Question section of their website can provide. Because you’re the author, you can absolutely point out all of your strengths and unique value proposition as well as link directly to product or service landing pages to get readers additional details. Now of course if you take the time to do this for your website, you can turn around and repurpose the content into a download or PDF. You can market that FREE report and drive traffic to your site and business because let’s face it, people like FREE stuff. Marketing Path #8 – Keep In Touch What do most successful companies have in common? E-mail marketing. They tend to send off two to three emails per month to stay in touch with their customer base and remind them that they are the WHERE to purchase the products or services. If you don’t already have a mailing list for your business, I would strongly encourage you to get one set up right away. Marketing Path #9 – Create A Price Range Creating a price range really makes it easier to nail down your target audience as well as segment your marketing to reach different groups of consumers within the different price ranges. Just about every major brand out there uses this marketing strategy. This is why we see brands like Toyota offer 10+ models for their vehicles. Having the various price ranges allows them to market the less expensive vehicles to students and their more expensive vehicles to more mature audiences. Other companies use their price ranges as a way of creating the illusion of exclusivity. Take credit card companies as an example. Just about all of them offer their standard card, a platinum card and a black card. Ego too can play a role in a consumer’s purchase. The key here for business owners and marketers is to give consumers options based on price points. This can apply to any type of business from a small shop that only sells jeans to a shop that sells tires. Say I needed to replace the tires on my car and my service shop gives me the option to upgrade tires to either prolong the life of the tire or improve my safety, chances are I am going to dig deep into my pocket to go for the upgrade. This now leads me to Marketing Path #10 – Use Cross Selling Cross Selling allows you to increase sales without making any kind of additional investment. This is the quickest way to increase sales because you are making by making purchasing recommendations to your existing customers, people who want to do business with you and who already trust you. More and more companies are trying to mimic Amazon who based on my experience is the original cross-selling pioneer. Most of us have used Amazon and you will quickly notice how once you run a search or select a product, other related products are brought to your attention for consideration. We’ve just covered the Top 10 Marketing Paths to Increase Your Company’s Sales. We talked about: Using the Shot Gun Approach by incorporating as many techniques and strategies that we can afford to drive sales. Using education marketing to teach our clients and prospects about our own products and services. We also discussed tracking our key performance indicators, using the right marketing model, having a 2-step selling process with a unique selling proposition. We went over giving away free reports, keeping in touch with our customers, creating a price range and cross selling. How do these 10 marketing paths or approaches fit in or compare to your own marketing strategy? If you’d like to share please send your feedback to [email protected] I’d like to hear from you. I hope that you found this information useful. And if you did, please subscribe on iTunes, Leave us a Review and Share this with a business owner or marketing professional. Join me next week where we’ll continue to discuss digital media branding and marketing techniques to help you compete in today’s web economy. Until next time, I’m Carlos Quintero from MediaOnQ.
Dec. 10, 2013
How To Fix 5 Common Website Navigation Mistakes. We'll go over how to ensure that your website's navigation links are indexed by Google and Bing. Hello I’m your host Carlos Quintero from MediaOnQ.com thank you for joining me today. MediaOnQ.com is a Full Service Digital Media Branding & Marketing Agency based out of Fargo, ND. We want to share with you 5 of the most common website navigation mistakes that we come across and give you the solution as to how to fix them. Before we get started I’d like to invite you to visit our YouTube channel where we have gear, software production and postproduction videos to help fast track your own video marketing efforts. Let’s get started with the 5 most common website navigation mistakes and fixes. Although we work with a wide variety of industries, we come across the same type of mistakes over and over again.  So we hope that this podcast can help you identify these recurring problems and want to give you the tools to get them fixed so that you website can get back to work and make your company money. The online entity of a company starts with their website right. And every website should have 4 main objectives. #1 Increase Brand Loyalty #2 Increase Traffic #3 Decrease Bounce Rates #4 Increase Conversions These 4 objectives become even more important if you own or operate a web based only business. So today we’ll focus on the navigation which should create a comfortable sense or atmosphere for your website visitors. With that, let’s start going over the 5 Most Common Web Navigation Mistakes and their Fixes. #1: Non-Standard Navigation There are times where creativity gets in the way of smart decision making.  Website visitors are accustomed to finding the navigation bar at the top of the web page or on the left column. And we get to work with clients who’s creative team got a little bit too creative. You don’t ever want to force your visitors to wander around your site looking for the navigation. When website visitors feel lost or unsure as to where they are they simply leave. This then severely affects your conversion and your bounce rates. Of course, we appreciate creativity and unique designs so I am not dismissing it at all here. I am simply suggesting and recommending that you treat the navigation of these unique designs wisely. If you absolutely have to have your own version of this out of the norm navigation then make sure that you take the time to educate your website visitors with direct and clear explanations. You may have seen or noticed examples of what I mean when Google changes layouts in Gmail or YouTube. Or when you download a new app for your smartphone, you get a tour of the app that shows you where things are. From my experience, I would say that if you’re going the nontraditional route, they you have to go through the site tour type of steps to help your visitors out. If you forgo that step you are in high risk of allowing your visitors to become distracted by having to search for the navigation which will ensure that they completely miss or avoid your site’s content. #2 : Universal Names for Menu Items It may seem obvious, but the names of your navigation items should clearly identify what they are linking to. As an example, Products or Services are common menu items names.  Some companies have one or the other and many have both. You’ll want to select the term that best represents your web page’s content. Menu items are intended to communicate with your website visitor, so it is our job to make it easy for visitors to find what they are looking for. What I am getting at here is that using your creativity when naming your menu items will most produce negative effects. The website’s menu and structure should be optimized for search as well as speak in plain language to your target audience. Here is an important point that I would like to bring up. While we don’t see Flash navigation any more, we do see quite a bit of jQuery, Spry or JavaScript navigation. Unfortunately, in most cases jQuery or JavaScript based navigation does not get indexed by Google or Bing. That can cost you in the search rankings. The solution is to ensure that the navigation uses pure CSS. If you need help assessing what type of navigation your site uses, email me at [email protected] and I’ll take a look and let you know. And if you have your own web designer or webmaster. Have them verify that your navigation is pure CSS as that will help your website and impact your business. #3: Drop-Down Menu Drop-down menus and Fly-Out menus continue to be popular with many businesses.  They offer a quick and convenient way to drill down to the content of your website making most or all sections available from any page. My personal preference is to have a single level of drop-down lists or fly-outs. If there is no way around it two levels of drop-downs or fly-outs would be the absolute max. If you require more than that, consider restructuring your content. One problem that we’ve fixed or corrected for some clients is when the drop-down is so mouse sensitive that you have to try and catch the sub-menu items. Just so you know, that is the quickest way to annoy your website visitors so avoid or if your website has that issue get it fixed quickly. #4 : Overcrowded Menus Menu Overcrowding…most of us have see this right? It seems to be a symptom that comes up most often when the web design company takes direction rather than provides direction. With some rare exceptions, there is no need to have more than 8 main menu items in your navigation. When you overcrowd your menu, you take away attention away from the most valuable links in your navigation bar. Overcrowding navigation menus can distract your visitors or worse, confuse them. For each item that you remove from an overcrowded menu, you are making the other menu items more noticeable. Concise navigation is not only important for the user experience but it is also important for SEO. Overloading any webpage with links, can have adverse SEO effects so that should be a consideration as you review your current navigation’s structure. #5 : Inappropriate Menu Order The order of your menu items matters. We read left to right, so the most important item should be on the left. Psychological research shows that it is much easier to remember the first and last item of a list. The phenomenon known as the serial position curve shows that people focus better on the beginning of any list, which is the primacy effect and on the end of the list which is the recency effect. This is one of the main reasons why we place the Contact Us items as the last item in the navigation bar. We just covered 5 of the most common website navigation mistakes and their fixes. Your site’s navigation should speak to your target audience in plain, clear and concise language. You navigation bar should not exceed 8 main items. And you should place the most important items at the start and end of your list, with all the secondary items in the middle. Avoid crazy drop-down or hypersensitive navigation menus. Keep the navigation menus at the top or the left side of your pages. And make sure that your navigation menu is made with pure CSS to help ensure that it is indexed by Google and Bing. Do you have any comments on website navigation? What’s your preference on navigation type or placement? Are there any other items that should have made it on this list? I’d like to hear from you. Please send your feedback to [email protected] and let me know if I may share your comments on a future podcast episode. Don’t forget to visit our YouTube channel for tips and techniques to help fast-track or launch your video marketing efforts. You can link directly from MediaOnQ.com and I’ll also include the link in today’s show notes. I hope that you found this information helpful and that it can help you enhance your company’s website. Join me next time where we’ll continue to explore digital media branding and marketing techniques to help you compete in today’s web economy. Until next time, I’m Carlos Quintero from MediaOnQ. Thank you for listening.
Dec. 5, 2013
These 10 steps toward a successful website design or redesign will help you make money by turning your business website into an inbound marketing machine without compromising your user’s experience and expectation.
Nov. 26, 2013
Welcome to the Digital Media Branding Podcast Episode 018 How To Make Great Marketing Videos Hello, I’m your host Carlos Quintero. I own a full service digital media branding and marketing company based out of Fargo, ND called MediaOnQ. Because this is our Thanks Giving edition of the Digital Media Branding Podcast, we are going to change up the format a bit. Today we’re going to go over some tips to help you make great marketing videos and hopefully inspire a viral campaign for your company. I’ll also share with you a valuable resource to help you create your own videos so that you can fast-track your video marketing campaign. We’ll also go over the components of viral video marketing and I’ll share my thoughts on the whole Google+ - YouTube Comments Merge. Before we dive in, I have an important announcement for you. Moving forward, we will be releasing our weekly podcast episodes on Tuesday’s at Noon that is 12pm CST or GTM -6. Before I go on, I want to thank all of you for listening to our podcast and for all the feedback. We really appreciate it. Thank you. So with that, let’s get started. At MediaOnQ we structure our marketing around building Active Brands. This basically means that the marketing objective is to get the message where the customers spend their time or already are. Unlike traditional marketing, taking this approach allow us to go after our target audience rather than wait for them to come and hope that they consume the message. There are a number of components to building an Active Brand and Video, or more specifically web video is one of them. In today’s social media fueled world, video marketing has become more crucial toward building a successful digital brand. Prior to the internet, the use of video in a marketing campaign meant that you had to produce an ad that would then run on TV or Cable.  In doing so, you really had one of two options. Well in some markets you had these two options. The first is to use the TV or Cable’s own production department to make an ad for you. This typically meant that you would end up with a PowerPoint Slideshow  with bulleted text and a logo, type of ad which in my opinion is about as compelling as say chewing on tin foil. Still today, you see these type of ads all over small market television and cable stations… Option two would be to hire a video production agency to help you put an ad together. The combined expense of producing the video ad and then buying the television or cable spot made it hard for many small businesses and organizations to even consider this as a possible marketing strategy. Fast Forward to Today and Thanks to Technology Advancements…anyone and just about everyone can leverage video marketing through YouTube and other channels. And if you’re interested outsourcing the video production you now don’t have to spend a ton of money on video production.  In fact, MediaOnQ has 30-Second video ad packages that start at around $900 for a fully produced spot. So we’ve come a long way. OK - So what makes online video marketing so powerful? The key is in the way that people interact with the content. Here’s what I mean. Let’s say that you’re looking for information on that Christmas present you’re getting for your loved one. If both of the following offered the same information… Would you be more likely to read a blog post or would you be more likely to watch a video? Research tell us that only 2 out of 10 or 20% of web visitors will read text on a web page but 8 out of 10 or 80% will watch a video containing that same content. You may have heard that visitors who watch a video on your website typically stay 2 minutes longer on that website. But did you know that because they stick around longer, they are also 64% more likely to purchase from you? And when you ad video to a web page, you increase it’s chance of ranking on page-one of Google’s results by 50%. Hopefully some of this research inspires you to add video marketing to your efforts. Let’s go over some types of marketing videos and possibilities, keeping in mind that sky really is the limit here. So one approach might be to Tell a Story. Just so that we are all clear here, this is not the famous elevator pitch type of story, but rather the type of story that your audience wants to hear. When you focus on the benefit to your audience, you are more likely to create that emotional connection and reaction with your video. There are two videos that come to mind which in my opinion did a great job at telling a story. The first is the Built in Detroit campaign that Chrysler launched around 2012. You may’ve noticed that they’ve continued to build on it since then… The second is another car brand. Ford switched it up in 2013 by treating their video commercials into mini-movies or short stories.  One of the most memorable spots for me is where the women break into the guy’s apartment to get a painting…they get the painting and get away in a Ford…in the end it was her painting anyway. Even though I work in the industry, I don’t typically remember Television Commercials with that level of detail… You could also offer a video testimonial and combine it with the story telling. Testimonials tend to work well for attorneys, accountants, dentists and other healthcare professionals. Another type of video that you might consider is one that showcases your strengths. A product or service demo is a quick way for you to show your audience visually what exactly you and your company can do for them. At MediaOnQ we’ve seen success around videos that get to the point quickly.  So unlike story telling you need to be concise and quick with your message.  Oh and don’t get me wrong, you should still provide some level of entertainment. I mean, you would not want to have someone simply reading off bullet points on a product or service in front of a camera. Another approach could be a straight forward sales pitch.  Give your customers a run-down on what your product or service has to offer.  The goal is to generate interest by showing your audience how your product or service will benefit them or how you stand out from your competitors. A quick example of this type of approach would be the various auto insurance commercials that we often come across.  They have a service which is packaged as a product and then they focus on price, while some of their competitors focus on the service after the sale… If you have a product or service that is in development, then you might want to create a teaser. A teaser would allow you to show short highlights of the product or service. Giving the audience enough to get them interested in the product or service but also allowing you room to complete or modify the full version. We see examples of this type of video in movie trailers or with video game trailers. The objective is to create buzz around the announcement or launch date. These are just a few of the types of videos that you might consider producing for your company and of course you would be able to mix and match any of these to best suit your offerings. There are a few things to keep in mind when coming up with the video concept and message. You’ll want to determine if the video will target your existing customers or will it target your prospects? And keep in mind that all videos should strengthen your brand. So now I want to share that video creating resource that I mentioned earlier. MediaOnQ’s Brand Promise is to help you - that’s all of our customers and audience, compete in today’s web economy. So, we’ve started to put together a series of How To videos on Video Production and Post Production which are now available on our YouTube Channel. We currently have 6 videos in that play list covering topics like How To Shoot Better Video With Your iPhone, Video Concept and Production Principles, How To Set Up a Video Shoot Location and How To Shoot for the Edit. You will find a link at MediaOnQ.com taking you directly to our YouTube page so that you can access these videos and I will also include a link in the show notes. We plan on continuing to build this collection to cover more video production and post production topics to include color grading and video marketing techniques. If you have a suggestion as to what kind of video would be helpful to you and your business please email us at [email protected] We’ve decided to expand on our brand’s promise beyond this podcast as a way to give thanks to our community.  We’re really excited to see where this goes and hope that some of these tips are useful in your own video marketing strategy. Also, it is worth mentioning that if you would rather look for these videos directly on YouTube, you’ll want to search for MediaOnQ or CarlosQ00 (zero, zero) so you can get to them quickly. Apparently my full name is fairly common… So now let’s talk for a moment about a Viral Video Campaign… Many of our clients always associate web video with viral video.  Unfortunately going viral is not easy. If it was, everyone would do it. I’m bringing this up because like all things, it takes time to build a community…so if your videos don’t instantly hit the hundreds or thousands of views…don’t give up. Now, a viral video does not have to be edgy. So if you have a conservative brand or product you can still go after producing a viral video. So once you’ve set your sights on viral video marketing you will want to include these three components to help increase the chance that your video will go viral. Be Funny because what is mostly shared is typically funny or amusing in some way. Be Interactive so when you receive feedback or any type make sure to respond as this means that viewers are engaged. Be Relevant people care about issues and things that matter or are happening in the world today. When a video speaks to those issues in a fresh new way, viewers tend to respond. While you may not end up with the new viral sensation, that fact that you created a marketing video that speaks to your customer base or target audience; will in itself be a great way to increase your visibility and it will provide a unique way for you to connect with your prospects. If you use YouTube or Google+ you probably heard or noticed that YouTube comments are now Google+ comments. If you want to comment on a YouTube video, you have to have a Google+ account. This in my opinion gives videos that added boost from the Google+ community because now when someone makes a comment it is posted in their own Google+ page as well as on the Video’s YouTube page…generating more exposure for that video. Not everyone views it that way and some are even a bit upset about the merge. Obviously, everyone is entitled to their own opinion and I respect that. He is my take on this whole thing. We know that Google owns Google+ and YouTube. We also know that they offer the Google+ community and YouTube service free of charge to all of us. Frankly Google can and has done whatever Google wants to do with their own properties. If any of us don’t like it we have the right to opt-out and not participate. Personally, I am thankful for having access to FREE resources like YouTube as I believe that they have helped my company and many of my clients. If you’d like to share your thoughts you can email me at [email protected] or comment on the podcast show page at mediaonq.com. We’ve covered different types of video marketing approaches, talked about the new video production and post production resources on our YouTube channel and discussed vital components of viral videos. I hope that you found this information helpful.  Please subscribe on iTunes and leave us a review as this helps ensure that others who may benefit will find this podcast. As always, your feedback is appreciated so if you’d like to suggest a topic for discussion on a future show please email us at [email protected] If you’re in the States, I hope that you have a great Thanks Giving.  And if you’re outside of the United States I hope that you too enjoy the rest of your week. Join me next week where we’ll continue to discuss digital media branding and marketing techniques to help you compete in today’s web economy. Until next time, I’m Carlos Quintero.  Thank You for listening.