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Defining Your Buyer Personas

Increase Your Ad Campaign Efficiency by Defining Your Buyer Personas

One of the simplest ways to increase your conversions and sales is to target your campaign to the right audience. In order to understand who that audience is, marketing professionals determine the characteristics of different buyer personas for a particular brand.

What is a ‘Buyer Persona?’

When marketing professionals want to understand what the ideal customer looks like for any business, they create a series of buyer personas. Buyer personas are hypothetical people that possess the characteristics of your ideal customers. These buyer personas will lay the groundwork for determining your target audience, greatly improving the efforts of your online marketing campaign. Everything from age and gender, to personality and background information is taken into consideration when creating buyer personas. The more detailed the buyer persona, the more precise the target audience, and the more you understand about who your customers are.

Knowing who your customers are is crucial for any business, and it helps direct your online marketing campaigns to the right people. An effective marketing team will create several different buyer personas to understand all possible types of customers for any business.

Gathering Data

Determining the target audience of your product or service is not always obvious, and for this reason, thorough market research needs to be conducted. Various methods of gathering this information exist, let’s take a look at some of those methods.

Google Analytics
Perhaps one of the most powerful online marketing tools for gathering information regarding a website’s performance is Google Analytics. This free tool allows marketing professionals to not only understand where traffic to the website is coming from, while also provides them with valuable information regarding website’s visitors. In addition, Google Analytics is a helpful tool in determining the success of online marketing efforts.

Social Media Analytics
Social media platforms, such as Facebook and Twitter, now provide users with analytical data. ‘Facebook Insights’ shows highly useful information related to Facebook Business Pages. It provides clues into the demographics of a page’s visitors, while also showing how much engagement there is between your posts and your followers. Twitter users can also see similar information regarding their followers and their posts by using the free ‘Twitter Analytics’ tool.

For those companies that are utilizing several social media platforms, there are a variety of social media management programs available online, including Buffer and Hootsuite, though not all are free to use.

How to Develop Buyer Personas

Each ad agency has their own series of questions and criteria when creating buyer personas. There is no one way of doing it, and depending on the brand or product being sold, the buyer personas can range in specificity. At hand are a number of major identifying factors that are always considered when developing buyer personas for any brand. Let’s walk through a generalized process of developing buyer personas for your business.

  1.  Create a list of questions
    • The first step in developing your buyer personas is to create a list of questions that you will eventually answer about your ideal customer. The exact number of questions will vary based on the level of specificity you’re looking for and how detailed your buyer personas will be. When you are conducting research for your buyer personas, it’s helpful to have the set of questions in front of you. By doing so, you will understand your customer and their needs on a deeper level.
  2.  Research your market
    • The second step in determining your buyer personas requires that you research your market to decipher what demographic your product or service caters to. For instance, if you’re advertising babysitting services, then research the demographic data pertaining to individuals that need babysitting services. Although it may seem obvious that females aged 25-45 will be your primary demographic, doing the research will help you pinpoint not just the age and gender, but also the geographical areas with the highest searches for babysitting services. In addition, you will learn more about who your customers really are when you do the research. Understanding your customers can help your business in more ways than one.
  3. Answer the questions and mold your buyer personas
    • After you’ve created the list of questions and conducted the necessary research, it’s time to answers those questions you came up with. Upon answering those questions a series of different buyer personas will be molded. Remember, these are hypothetical individuals with potential characteristics of your ideal customers. The more buyer personas you have, the more you understand your product and the consumers that pay for it.

Having several buyer personas prepared for your business is in itself a powerful tool. It not only allows you to understand who your customers are on a deeper level, it also helps direct your marketing towards the right crowd. Hire a professional and experienced digital marketing agency that will understand your customers.

3 Reasons Every Site Needs to be Mobile-Friendly and Create a Mobile-Friendly Site

As we approach the halfway mark of 2015, chances are that you’re reading these words on your smartphone or tablet rather than your desktop.

 

The Rise of Mobile

For the better part of the day, our smartphones are within reach. We carry them around in our pockets everywhere we go, and we use them throughout the day for everything. As the number of mobile users increases, the importance of having a mobile-friendly website becomes ever more crucial for a business to succeed. Let’s break down the top 3 reasons that every business should have a mobile-friendly site.

 

1. Mobile Searches Outnumber Desktop Searches

Google reports that “more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.” And, to be honest, this shouldn’t come as a surprise.

 

2. Mobile Users Are Driving E-Commerce

In a report from MarketLive, they gathered data that exhibited a 269% surge in e-commerce traffic from mobile phones and showed that smartphone orders were up 104%. This staggering, yet expected rise in mobile device usage for online purchases only strengthens the notion that every website needs to be mobile-friendly.

With mobile users driving both online purchases and in-store purchases, having an e-commerce site that customers can see on mobile devices is crucial.

 

3. Google’s New Mobile-Friendly Update

Recently, Google unveiled their new mobile-friendly update. What this update did is “boost the ranking of mobile-friendly pages on mobile search results,” allowing users to find high quality mobile-friendly sites much quicker. From an SEO perspective, anything within Google’s guidelines that raises a website’s ranking is a must, and this update from Google makes that clear.

To check if your website is mobile-friendly, you can use Google’s free online mobile-friendly test.

“So, how do I make a mobile-friendly website?”

There are a few ways to make your website mobile-friendly, however the simplest and most popular method is to develop a website with a responsive web design using a content management system.

 

Create a Mobile-Friendly Site by using a Responsive Web Design

Websites using responsive web designs are developed to deliver optimal web performance, greater functionality, and exceptional user experience across all platforms. By efficiently resizing and redistributing page content to fit a number of displays, responsive web designs make websites easy to navigate, whether you’re on a phone, tablet, TV, or desktop device.

In order to develop a website with a responsive web design, you need to use a content management system (CMS) to build your site.

 

Choose a Content Management System

A large number of content management systems exist on the internet, and in order to choose the right one for your business, you need look at the functionality, accessibility, and features of each one. The most widely used CMS today, however, is WordPress.

 

Install a Responsive Layout

In WordPress, users have their choice from a large number of both free and paid layouts, with thousands of themes offered by WordPress and third-party websites. The easiest way to make your WordPress website responsive is to install a responsive layout as your theme. These pre-designed responsive layouts already contain the necessary code needed to ensure your site runs smooth and looks good on any device. Simply select your layout of choice, and you’re done.

 

Install a Responsive Plug-In

If you have an existing website on WordPress and you don’t want to change your layout, then you can add a plug-in to make your site responsive and mobile-friendly.

WPTouch is a plug-in used by over 7 million blogs to create mobile-friendly versions of their websites. It’s easy to install and makes any WordPress site into a responsive, mobile-friendly site.

 

Outsourcing Your Website Development

Creating, updating, and maintaining a website is no easy task, and if done poorly, it can do irreparable damage to your business. For this reason, most companies outsource their website design or employ an in-house web developer. If you do choose to outsource your website design and development to a professional ad agency such as RankGiant, make sure you choose an established agency that’s capable of creating exceptional mobile-friendly websites.

 

If you would like to learn more about how the RankGiant and Mobile-Friendly implementation could work for your environment or organization, please feel free to contact us. RankGIANT is committed to providing the highest quality services to enterprises, organizations and small businesses nationwide. To learn how RankGIANT’s experts can improve your marketing, please visit rankgiant.com.

Video Marketing: The New Frontier is Upon Us

Video Marketing has Arrived

Every year, we hear about the next big innovation in online marketing, and every year, video marketing is at the top of the list. By now, it’s no secret that video marketing is an effective strategy for not only raising awareness for your brand and engaging with customers, but also for increasing conversions and sales for your products or services.

Numbers Don’t Lie

To determine digital marketing success, marketing professionals quantitatively analyze everything from conversion rates to social media analytics, which includes page and video views. With that in mind, let’s look at some of the statistical information regarding online video

  • 93% of online marketers utilize video to communicate with customers and drive sales.
  • 52% of marketing professionals around the globe say that video marketing has the best return on investment (ROI).
  • 57% of consumers feel more confident about purchasing a product after watching the product video and are less likely to return the product.
  • YouTube is the internet’s second largest search engine, processing over 3 billion searches each month.
  • Facebook averages more than 1 billion video views each day.

The list of statistical information regarding online video advertising goes on and on. The point is, your business needs to adapt. To avoid falling behind the competition brands are seeking out knowledgeable marketing partners to implement video marketing as part of their marketing strategy to stay ahead of the competition.

Video Marketing is Becoming More Mobile

Mobile device usage has integrated into day to day life in all aspects related to the internet. From posting real-time pictures and videos onto social media, to making online purchases, our mobile devices have become an integral part of our lives. Some would go so far as to say that we can’t live without our mobile devices, and online marketers are taking note of this.

Although desktop users still reign as the highest percentage of online video viewers, mobile video viewers are rapidly on the rise. Mobile users account for 25% of YouTube video views. That’s over one billion video views per day on mobile devices. Facebook videos are also becoming increasingly mobile.

According to Facebook, 65% of Facebook videos are now being watched on mobile devices. With the new autoplay feature, videos start automatically as you scroll down your news feed, making it easier to watch videos on mobile devices. Scroll down just past the recently viewed video, and a row of related videos appear, giving the user even more videos to watch on their mobile device. But, the buck doesn’t stop there.

Other social media platforms, including Twitter, Instagram, and Snapchat, are also gaining momentum as video marketing channels. Companies have the ability to post and advertise their videos via tweets and Instagram posts, and recently, many brands have begun to utilize Snapchat to engage with their followers.

Video Marketing for your Business

Just as with any form of online marketing, successful video marketing campaigns need to be catered specifically to your business and your buyer personas.

Let’s take a look at Snapchat, which is the 4th most used social media platform for users between the ages of 18-24. In a recent poll, 71% of social media users in the U.S. between the ages of 18-29 have a Snapchat account, and 58% of Snapchat users that are in college said that they would purchase a product if they were sent a coupon from that brand’s Snapchat account. This means that Snapchat’s appeal is tailored more towards 18-29 year olds, and specifically those that are in college. If your buyer personas include this demographic, then you may want to utilize Snapchat as one of your social media channels to market your product or service.

Although Facebook ads cost money, Facebook appeals to a broader demographic, with over 29% of Facebook users being between the ages of 25-34. The beauty of Facebook ads are that you can modify the settings of your video ad campaign to cater to a specific demographic, with the ability to change the age group and gender of your target audience.

Getting the Most Out of Your Digital Marketing Agency

Choosing a digital marketing agency that is capable of providing your business with a solution to your video marketing needs is no easy task. Having an online marketing agency to handle your website’s SEO is one thing, but to have an online marketing agency capable of monetizing videos for your brand is something rare. Avoid alienating future customers while simultaneously exceeding objectives.

If your business intends on utilizing video marketing, then be sure to choose a digital marketing agency with knowledge and experience creating videos for a variety of brands. Give us a call today to set up a consultation with our team of marketing experts.