10 consejos de marketing que no cuestan nada

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Melissa Zieger, bloguera invitada

El marketing y la publicidad son inevitables para cualquier empresa que de verdad desee triunfar. Aquí encontrarás diez consejos de marketing que no cuestan nada.

1. Hazte un experto. Consigue que tu nombre sea conocido por ser un verdadero experto. Imparte un curso, ofrece discursos y presentaciones en reuniones y conferencias, y escribe artículos para su publicación que lleguen a la audiencia de destino. Participa en LinkedIn Answers para establecerte como experto en un determinado sector.

2. Organiza un concurso. Despierta el interés por tu negocio con un concurso o un regalo. Integra el concurso en las redes sociales para aumentar el tráfico y la publicidad.

 

3. Haz “crowdsourcing” de tu marketing. Involucra a clientes nuevos y existentes en el desarrollo de tu negocio. Somete a votación las ideas sobre tu producto y obtén sugerencias para conseguir y atraer a más público, y para obtener información al instante. Por ejemplo, organiza un concurso para poner nombre a un nuevo lanzamiento o haz un sondeo para decidir el siguiente plato del menú. De nuevo, utiliza las redes socials para dar un alcance global a la publicidad.

4. Organiza un evento. Ofrece un taller de trabajo o una demostración. Organiza un evento en la red para tu sector o una reunión con las empresas locales de tu comunidad.

5. Socialízate. Usa herramientas de medios sociales como Twitter y Facebook, pero aprende a utilizarlas con inteligencia. Realiza algún trabajo previo antes de rebuscar en el mar de tweets y “me gusta” para asegurarte de no malgastar tu tiempo ni el de tu audiencia. Consulta los análisis y las estadísticas de Twitter y Facebook para saber si tus esfuerzos están dando resultado. Según el tipo de empresa que tengas, consulta otros canales de medios sociales, como LinkedIn para el marketing entre empresas o Pinterest para el marketing visual.

6. Proporciona un servicio de atención al cliente público. Publica un caso para dar a conocer lo capacitada y responsable que es tu empresa. Responde a las preguntas de los clientes y proporciona soluciones en foros como Yahoo Answers y en los canales de las redes sociales.

7. Blog y red. Crear un blog es una táctica de marketing inútil si nadie lo lee. En primer lugar, crea buen contenido y publicítalo mediante las redes sociales. Amplía tu alcance interactuando con otros blogueros, intercambiando vínculos, realizando comentarios en otros sitios y publicando como invitado en otros blogs.

8. Usa tu lista de correo electrónico de forma inteligente. Usa el correo electrónico para desarrollar tu marca con clientes que ya hayan demostrado interés. No les molestes enviándoles mensajes de correo electrónico frecuentes, insustanciales o interminables. Sé auténtico y despierta el interés agregando valor a tus mensajes con sugerencias, relatos, promociones y cupones.

9. Realiza donativos. Proporciona bienes, servicios o espacio para eventos y campañas. Ser un patrocinador no significa solamente proporcionar respaldo financiero.

10. Ayuda a un reportero. Prueba Help a Reporter, que conecta a reporteros y periodistas que buscan fuentes de información en expertos del sector y de las empresas. La cuenta básica gratuita te permite enviar tres mensajes de correo electrónico al día con oportunidades de los medios de comunicación. HARO abrió recientemente su servicio a reporteros y fuentes del Reino Unido.

Gracias por leerme.

Melissa Zieger

July 31st 2013 Marketing

Treffen Sie uns auf der dmexco in Köln von 18. bis 19. September 2013

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Nach unserer erfolgreichen Premiere im letzten Jahr sind wir auch heuer wieder dabei auf der dmexco in Köln und präsentieren unsere leistungsstarken Alternativen in der Suchmaschinenwerbung.

Auf Europas größter Messe für Werbung und digitales Marketing von 18. bis 19. September 2013 treffen sich Experten und Interessierte gleichermaßen, um sich über Neuerungen und Zukunftstrends auszutauschen.

Auch bei Bing Ads gab es in den letzten zwölf Monaten zahlreiche Neuerungen:

  • Mit Bing Ads werben Sie nun automatisch weltweit über das Yahoo! Bing Network. Unsere Reichweite hat sich von 6 Ländern im Jahr 2011 auf 52 Länder im Jahr 2013 erhöht.
  • Bing Ads entspricht jetzt in noch höherem Maße den Anforderungen unserer Kunden: Mehr als 1000 Funktionen wurden erweitert und verbessert, wie beispielsweise die Benutzerfreundlichkeit und die Zielgruppenansprache, ebenso unsere Angebote zur Vertiefung mit handlungsorientierten Einblicken.
  • Volle Transparenz: Mit Bing Ads steuern Sie nur die Geräte an, die Sie für Ihre Kampagne für sinnvoll erachten, ob Handy, PC- oder Tablets.
  • Hören Sie, was unsere Kunden zu diesen und vielen weiteren Features sagen und sehen Sie sich die Präsentation des ersten Case Study-Videos über einen unserer Kunden an.

Treffen Sie unser Team!

Wenn Sie Ideen und Empfehlungen für Ihr Unternehmen suchen, um erfolgreich mit Suchmaschinenwerbung zu arbeiten, oder auch einfach nur neugierig sind, dann sind Sie bei uns richtig.

Besuchen Sie uns auf dem Microsoft-Stand in Halle 8, Standnummer C51-D50, und erhalten Sie die großartige Möglichkeit, direkt mit unserem Bing Ads-Team zu sprechen und zu erfahren, warum Suchmaschinenmarketing mit Bing ein wichtiger Bestandteil Ihrer Werbestrategie sein sollte.

Vereinbaren Sie jetzt schon Ihr persönliches Beratungsgespräch: Wir bringen Ihnen das Konzept von Bing Ads näher, analysieren Ihr Bing Ads-Konto und überprüfen gegebenenfalls Ihre Kampagnen auf Optimierungspotenzial.

Sie haben Interesse an einem persönlichen Gespräch? Dann schreiben Sie uns einfach eine E-Mail an dmexcoBingAds@microsoft.com.

July 31st 2013 Uncategorized

Starbucks’ WiFi goes Google

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Coffee shop + Internet—it’s a pairing that many of us have come to rely on. WiFi access makes work time, downtime, travel time and lots of in-between times more enjoyable and productive. That’s why we’re teaming up with Starbucks to bring faster, free WiFi connections to all 7,000 company-operated Starbucks stores in the United States over the next 18 months. When your local Starbucks WiFi network goes Google, you’ll be able to surf the web at speeds up to 10x faster than before. If you’re in a Google Fiber city, we’re hoping to get you a connection that’s up to 100x faster.

Google has long invested in helping the Internet grow stronger, including projects to make Internet access speedier, more affordable, and more widely available. The free Internet connection at Starbucks has become an important part of many communities over the years, such as in the aftermath of Hurricane Sandy, or for students without Internet at home who do their homework at Starbucks.

We’ll start rolling out the new networks this August. We appreciate your patience if it’s still a little while before we get to your favorite Starbucks—you’ll know your new network is ready to go when you can log in to the “Google Starbucks” SSID.

July 31st 2013 Uncategorized

How College Grads Can Find Career Success in Digital Marketing

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digital marketing jobsRecent 2013 college graduates have received their diplomas and spent the past few summer months relaxing, celebrating and continuing their job search.

Many students, particularly in the Journalism, Communication or Marketing fields are pursuing positions in the fast growing digital marketing industry to launch their careers. Fortunately, digital marketing budgets are expected to increase by 9% this year and there are many agencies seeking talent.

However, upper management like the President of tech company, PubMatic, Kirk McDonald in this WSJ article, take the perspective of, “…the right skills are very hard to find. And I’m sorry to say it, dear graduates, but you probably don’t have them.”

Despite demand for talent, college graduates often don’t qualify for the digital marketing positions available. Agencies want employees with experience, but as college grads, there’s a common feeling that you can’t gain “real-world” experience until someone gives you that opportunity.

Fortunately, there are several options for graduating college seniors or post college graduates to gain useful digital marketing experience that can help their chances of getting hired:

  • Internships
  • Seek other positions within the industry, or even outside the industry
  • Develop and showcase your skills in the digital space

Internships serve as a great stepping stone to that first real-world experience. Historically, internships have a negative reputation of little-to-no pay and menial tasks like the infamous coffee run.  Even if this is part of your job description, you can make any internship worthwhile. Use that time to observe, build relationships, utilize and grow your current skill set. You can achieve this by offering to help a co-worker on a project or taking initiative on your own project that may benefit the agency as a whole.  These tactics will demonstrate your dependability, teamwork and problem solving.

Internships are smart for agencies too. To tap into a great source of talent, agencies seeking talent should invest in their internship programs by providing interns with the necessary training and tasks for them to be successful as future employees.

Think outside the box. If you are not landing those internships or entry-level positions offered, you might consider seeking other positions, maybe even in another industry, in order to gain core business skills and the experience agencies are looking for. Research all positions available, via LinkedIn and agency career sites, where you can apply your current knowledge and skill set and continue to grow. Unbeknownst to many, there are more positions in a digital agency than a creative director or account manager.

As digital agencies are ever changing, so are positions and job creation. Considering jobs outside of the digital agency will also be worthwhile. According to Forbes, “40% of grads from the nation’s top 100 colleges couldn’t find a job in their chosen field.” Although this path may not directly provide you with the expertise you need, there are still invaluable professional and common skills to be learned, perfected and used to better position yourself for the job or in the industry you intend to pursue. Keep an open mind and more options will present themselves.

Showcase your skills to stand out. Whether you are searching for a job, have an internship or are already in a full-time position, the best way to be competitive in the digital marketing industry is to develop and showcase your abilities. Showing your problem solving, creative and organization skills is a great way to brand and position yourself as the best candidate; it is your virtual resume.

If you claim to be an expert in a program or skill, create something tangible to publish on digital sharing networks or a personal and professional site (like a blog). You should also stay current in the industry; find a problem facing a company, brand or product and provide a solution. This will demonstrate your quality of work, industry knowledge, how you think and your current skill level.

As much as college students are seeking agencies, agencies are also seeking talent. Agencies should add creativity to their application process to allow applicants to stand out through writing samples, ad creation or problem solving. This will serve as a filter for smart, creative and hard-working candidates.

There are many paths to reaching that dream job as a recent or future college graduate, especially in the digital world where jobs are plentiful, but hard to grasp. Candidates interested in the online marketing industry should consider internships, seeking alternative positions and showcasing their talent in the digital space. There are also more basic tactics that can be utilized to better position yourself as a candidate including researching the industry, applying everywhere, learning and applying skills agencies and positions require and networking with family, friends and professionals in the industry.

Making the connection between agency and talent. From the agency perspective, many CEOs like our own CEO and Author of Optimize, Lee Odden, claim that finding the right talent is just as difficult as being the right talent in the digital industry.  Odden, says, “Agencies are having a hard time finding the right talent. I talk to other agency execs all the time, and all over the country there is a shortage of experienced digital marketing talent.”

To avoid the risk of hiring unqualified entry level employees, agencies should consider investing more time into their internship programs, explore the digital space for candidates and provide further ways for potential hires to demonstrate their qualification in the application process.

We’re doing just that at TopRank Online Marketing and have recently hired two of our interns (Steven Zahurones and Eliza Steely) into full time positions after completing an internal training program and demonstrating their skills with numerous projects.

As a 2012 college graduate, my search for the right job in the marketing field explored other industries such as service and law. I was persistent and now I am an AdWords Qualified Account Coordinator at TopRank Online Marketing specializing in Pay-Per-Click. I get to work on projects with a smart team of marketers that allows me to help clients become successful, show my skills and gain valuable experience to advance my career.

I invite you to network with me whether you are seeking a position in the digital marketing field or are looking for advice. TopRank continues to grow having added 8 new clients in the past few months and we’re also growing our team. Please refer to our career page for job opportunities with us!

Photo source: Shutterstock


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July 31st 2013 Online Marketing

Sport Responsive Correspondent Pages

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Hi, I’m Will Bamford, a software engineer within BBC Sport.

In this post I want to talk about the release of our new correspondent pages. These pages are the first within Sport to fully embrace responsive web design (RWD) – that is, the pages adapt to the device they are presented on whether that is a mobile, tablet, desktop or anything else inbetween.

We believe this is something of a milestone for Sport as these are our first “fully responsive” pages. More on this later, but first let’s highlight an example – Andrew Benson is BBC Sport’s Formula 1 correspondent:


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Andrew Benson’s correspondent page on different screens

These pages serve as landing pages for our correspondents, surfacing their most recent correspondent pieces (in-depth analysis into their own sporting areas of expertise), together with a short correspondent bio and links to the other correspondents within BBC Sport.

Users of the current desktop offering of these pages may not notice many changes, as they look quite similar to the pages they have replaced. However, if you look under the hood things are very different and in many ways, the journey towards building these pages is more interesting than the destination…

When I first joined the BBC up in Salford almost two years ago I was part of a small team tasked with developing the mobile Olympics 2012 website. Back then, RWD as a technique was gaining popularity with web development community but we had yet to see widescale adoption on websites with significant traffic. We applied some responsive techniques to the Olympics 2012 site, but for various complex reasons the pragmatic approach at the time was to deliver three variants of the site: one for low-end mobile devices (“feature phones”), another for smartphones and a completely separate desktop site. The server decided which “box” your device would best fit and served the most appropriate version of the site.

Whilst we were really pleased with the outcome and the reception was overwhelmingly positive, this resulted in duplication of effort in many areas from design and development, through to testing and maintenance. Additionally, it was a solution that didn’t scale in the emerging mobile landscape in which the boundaries between devices was beginning to blur.


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BBC Sport Olympics app

After the London 2012 Olympics, most of the mobile team moved on to developing the new Mobile Sport homepage. We were determined to follow the example of our colleagues at BBC News and use this as an opportunity to “plant the seed for a responsive future”.

This was a mobile first approach in two senses:

1.We adopted many of the principles of RWD and applied this to the new mobile site. This has formed the foundation which is allowing us to scale up to larger screens without disrupting the existing desktop web experience. We have been aided in this by sharing knowledge and code with other BBC products such as News.

2.We used this as an opportunity to address our content strategy. The constraints inherent to mobile (screen size, input, connection speed) force you into prioritising what is / isn’t important to the user and then focussing on delivering the former. We are using analytics coupled with heat map visualisations, as well as editorial input, to ensure that we deliver a streamlined experience through our fully responsive pages.

For us, mobile first doesn’t mean desktop browsers gets left behind. Far from it – the reason we have taken our time applying responsive web design to larger screens is because we want to get it right. We are working hard to address some of the unwanted “signatures” of RWD such as the tendency to produce rigid grid-like designs, the constraints this can place on content order / layout, and the visual flashing / reflow that’s often associated with enhancing the page after the initial load (a strategy which is sometimes necessary to keep page weight to a minimum). In addition, we have put in a great deal of effort into ensuring we can deliver our responsive pages to older desktop browsers, such as IE 7 and 8, that do not support some of the core functionality that is often a prerequisite for RWD (e.g. media queries).

We now feel like we are in a great position to build future responsive web pages for Sport, working towards serving all users from a single URL. At which point we can stop talking about “responsive” web pages, and instead go back to talking about web pages…

William Bamford is a senior software enginer in BBC Sport

July 31st 2013 Uncategorized

Australian Physiotherapy Association airs ‘Improve Your Move’ short film via Truce Films

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improve your move.jpgThe Australian Physiotherapy Association today launched it’s ‘Improve Your Move’ campaign spearheaded by an online short film produced by Truce Films.

‘Improve Your Move’ was written and directed by Nicholas Clifford is a part of a campaign that is aimed at getting more people through the door at physiotherapists around Australia.

VIEW THE FILM

Says Ruth Heenan, general manager of marketing and communications at the
APA: “We are finding lately that the general punter is trying
alternative therapies because they are unaware of the breadth of ways a
physiotherapist can help them to overcome their physical injuries. We
wanted to get the message out there that physios can in fact assist
people from all walks of life in a variety of ways – and we wanted to do
that in a fun way”.

The hero of the story is a border-collie,
Mojo, who struggles to receive attention from his physically
dysfunctional family. Says Clifford on breaking the steadfast rule of
filming with pets and children, “Working with animals is always an
interesting prospect but something I have come to really enjoy and I
think delivering the message through the story of Mojo makes the film
more fun and entertaining for the audience”.

Says Heenan about
working with the team at Truce: “The guys really got my brief. I was
blown away by how they were able to interpret it and breathe life into
it. On top of their unbounded creativity, I found that they were
incredibly professional and I always felt I was in good hands. I am
already trying to figure out how I can use them again. On top of it all,
they are just really good guys.”

Comments (6)

July 31st 2013 Uncategorized

Which Email Got 63% More White Paper Downloads? (Identical Copy; Logos, Headlines & Images Were All Clickable)

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VERSION A Click to enlarge image vs. VERSION B Click to enlarge image

July 31st 2013 Uncategorized

The UK financial outlook is sunny but for how long and what does this mean for financial brands?

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The economy has been showing some signs of growth, albeit at a miniscule rate. To an economist looking over the data generated by a G7 nation 0.6% is wonderful news but to anyone else (an employer, employee or a saver or someone living on a fixed income perhaps), 0.6% is hardly going to set the world alight. Imagine going into your office and telling your boss you were going for growth of 0.6%? It suddenly doesn’t seem quite as impressive a figure!

The challenge with publishing these figures is that politicians use them to defend their policies or criticise the opposition and make such a big deal out of it that the actual point of them get lost. They are an indication taken at a specific time, a sounding of the state of the economy and no more. 

To raise the level of hope and positivity we need to see consistent growing quarters and most importantly an explanation of where and why the growth is happening, rather than going up and down on the roller coaster of statistically insignificant numbers rounded up or down to the nearest 3 places to score political points in the media. Without the evidence of growth drivers, the figures are as random as trusting an astrologer to predict your future.

How does this affect the advertising industry? Well currently I’ve seen no financial institution comment publicly, through their own PR or advertising and drive home the advantage created by offering the general public insight into what to make of the growth data.

This offers a real opportunity for financial brands; banks, insurers and even supermarkets to build on their brand values and become trusted; trusted for customer service, trusted sources, and trusted to do right by the customer.

They need to build trust in their opinions within audiences outside of just the financial markets and start to share the views of their economists, traders and senior executives to offer a perspective on how households can plan and profit from their advice.

Only then can individuals get confidence to take decisions against a frame work that is equally informed by fact as it is by fear.

Matthew,

Matthew Margetts, Partnerships Lead – Finance, Microsoft Advertising & Online UK

July 31st 2013 microsoft

Comic for July 31, 2013

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Dilbert readers – Please visit Dilbert.com to read this feature. Due to changes with our feeds, we are now making this RSS feed a link to Dilbert.com.

July 31st 2013 Uncategorized

Mr Felix appointed to develop new campaign for Sunland Group’s Brisbane development, Abian

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abian_hero.jpgSunland Group has engaged emerging marketing communications agency, the felix & slink group, to carry out a multi-sensory campaign for its new luxury Brisbane development, Abian.

The agency has been brought on to create a sensory manual for Sunland Group, which will be rolled out across national sales suites.
Tom O’Connor, group creative director, co-founded the agency in 2010,
filling the gap in the developing luxury market in Queensland and the
trend for specialist boutique agencies.

Says O’Connor: “Sunland
challenged us to be innovative in our approach; the building is
unmatched in the Queensland property market, so the communication
strategy had to reflect this.

“It’s rare to see multi-sensory
campaigns executed in this space and our goal was to produce something
completely unique to Sunland.”

Sunland Group, the prestige
property developer behind Palazzo Versace and Q1 on the Gold Coast, say
Abian is set to redefine the Brisbane skyline, with an investment of
$220 million.

Says Sahba Abedian, Sunland group managing
director: “Sunland have a pioneering and innovative spirit, so it was
important for us to align with a like minded agency to produce something
previously unseen.”

The felix & slink group is a
full-service premium and luxury marketing communications group comprised
of felix & slink PR and creative agency, Mr Felix.

The boutique Queensland agency has worked with companies including News Limited, L’Oreal Luxury and Camper.

They are the only creative agency to be members of The Luxury Network Australia.

Click here to visit the felix & slink group’s website.

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July 31st 2013 Uncategorized