Know Your Target Audience: The Millennial

I fall into the target audience that grows tired of the title ‘millennial’. But as a content creator at a digital marketing agency, I can’t deny the value in finding key characteristics in your audience.

To say that every millennial is the same would be downright irresponsible and of course, wrong. However, due to their socio-economic background, and the influence that history and technology have had on them, there are several personality traits that are held by much of this audience.

Hark, here comes the millennial with their newly obtained spending power.

They are your current and future customers.

So, let’s take a closer look at who you should be marketing to, by highlighting some helpful characteristics along the way.

Your Target Audience are Entrepreneurs

Millennials are notorious entrepreneurs. They are looking to carve their own legacy into this world.

Today’s freelancers and struggling small business owners are taking up more of your target audience each day, fast becoming the future of the people you’ll market to.

Compared to previous generations, millennials are more likely to take a risk that offers high rewards, than they are to opt for the sustainable security of a regular job.

Millennials who have opted to work for a business, tend to change career paths quite drastically every few years. This makes them quite a dynamic group to market to.

Your Target Audience are Nomads

Much in line with their choice to move careers around regularly, millennials tend to do the same with their home lives.

Whether its because of an economy that makes ownership of property difficult, or by a whimsical, free-spirited nature, millennials tend to change residences more often than other generations and opt to rent properties rather than own them.

So, when marketing to millennials, it is often better to appeal to their sense of adventure than to their needs for comfort and security.

Your Target Audience are Hands-On Researchers

Be careful when marketing to, or even when meeting with a prospective client who happens to be a millennial.

Having grown up in the information age, millennials are adept at finding and using information.

They have probably done research on your company, your industry, your competitors, the processes of the services you offer and a whole slew of other things.

A lot of millennials are hands-on and involve themselves in the process of certain services. They may well know as much about your offers as you do.

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It is generalised and far from exhaustive. But this account of the millennial  should help you take a more effective approach when marketing to them.

If you would like assistance from a full service agency that handles all areas of digital marketing, be sure to get into contact with a representative from Right Click Media today, or visit our website for additional information.

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Why Does My Business Need Website Development Services?

In this day and age, a company website no longer a means to get ahead of the competitive curve. They are rather a necessity for businesses of all sizes. Website development services have become a staple of the marketing industry for this reason. So if you haven’t considered having one built for your company, then you might be losing out as a result.

Let’s talk about the various ways in which a company website can benefit your business. These include reasons like brand visibility, setting yourself up as an authority, adding to your sales funnel and outranking your competitors.

Website Development for a Visible Business

The internet is an important contact point between consumers and businesses. This allows them to engage from wherever they are, and at their convenience.

This means that most of your prospective customers are online right now. They are searching for things that you offer, and are being shown your competitor’s offers instead.

In such a climate, you need to make your business visible to those with an interest in what you do. At present, the best way to do this is through an engaging website.

Web Development Builds Authority

A well-built website, one that is filled with valuable and helpful content, will put your business forward as an authority in its field. This builds trust with potential customers and helps to spread your brand.

Having authority in your industry will highlight you to your consumers and can even draw them away from your competitors’ online spaces.

Website Development Builds Another Funnel for Sales

Sales is a dynamic field and being able to put measures in place that bolster its effectiveness is always something worth looking at.

Websites are an excellent way to passively drive leads to your business, which means that less of your turnover will come from door-to-door or telephonic sales but will rather come from walk-in ones.

Contact Right Click Media for Your Website

If you would like to know more about how our website development services can help grow your business and drive better leads and sales, be sure to get into contact with a representative from Right Click Media today, or visit our website for further details on our offers.

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Social Advertising: The Double-Edged Social Review Sword

Social media advertising modernises word-of-mouth marketing excellently. This is largely in part to the review systems that platforms like Facebook offer.

Because of this, it has become such an integral part of digital marketing.

But it can be a bit of a double-edged sword, with positive reviews improving the reputation of your business and brand, while negative ones can damage it.

The trouble is, these review features are often used to smear brands that don’t deserve it.

And in a time where consumers are looking to the opinions of other for an honest accounts of business experiences, this can end up being a game where no one wins.

Social Advertising Review Cautions

Reviews are there to help consumers make informed choices about which brand, product or service to use. This is great since it  allows existing customers of a company to use Google or Facebook business reviews (to name a few) to share their experiences with others.

But offering excellent services and products is no guarantee that you will be given good reviews. In fact, businesses are sometimes slated by competitors who intend on taking clientele away from them.

This is worse for consumers, because it undermines the trustworthiness of the review system. Because they act on fake reviews they may opt for substandard services. The kind of services which could only reach their audience by upsetting the reputation of their competitors.

This Doesn’t Mean that Only Consumers Should Review Companies

There are many instances where a reliable review might not come from a customer:

Reviews may come from a company’s employees, since they have daily interactions with the concerned institution.

They may come from customers who have had a positive, or negative experience with a brand, and want to tell others about it.

Also, reviews can come from business partners who want to pass on their impression of a company, because they too have daily interactions with them.

Unfortunately, while these are the sects that make up an important part of a social media marketing campaign, they are not the only people who are likely to leave reviews on a page, and those not mentioned in the list are more than likely to leave a negative one.

Do Professional Fake Reviewers Exist in Social Advertising?

The unfortunate answer is yes, which is why consumers need to know how to spot them. Let me give you an account of one reviewer who worked to damage a friend’s coffee shop’s reputation, which sparked us to investigate a little further.

Here’s what we found:

Monday:

The reviewer attended a coffee shop in Seattle where the mugs were chipped, and the coffee was sub-standard.

Tuesday:

The reviewer attended a bridal shop in Portugal where all the dresses were disproportionate and over-priced.

Thursday:

With just a day’s break in between, the reviewer found themselves in Singapore, struggling to eat their way through a dry, tasteless sandwich that they paid over $15 for.

Saturday:

On Saturday, the reviewer attended a baby shower in Canada where they had an argument with a photo-booth operator, who arrived without the proper equipment and was rude to the mother to be.

Sunday:

On Sunday, the reviewer took part in a group meditation session in Oman, claiming that the instructor was a hack and just in it for the money.

So How Do I Spot Authentic Reviews?

These points will help you spot which reviews you can trust:

  • The review provides information on:
    • The type of service that was offered to the reviewer.
    • The exact nature of what went wrong or right.
    • Who they are and who they work for, or which business they own?
    • Any correspondence given to them by the reviewed company.
  • The review has no evidence of generic language and is in depth and detailed enough to seem real.
  • The review mentions actual names of people in the business.
  • The company being reviewed has responded to the grievance.
  • There is no mention of competing companies, brands, services or products.

Right Click Media Only Supports Healthy Competitive Practices

At Right Click Media we understand the competitive nature of business, and we know how tough it can be to stay ahead of your competitors.

However, we only support those digital and social media marketing practices which add value to a business without having to take it from their competitors.

Contact us today or visit our website to learn more about our offers on SEO, web and app development, as well as social advertising and selling.

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Search Engine Optimisation Fundamentals

What is search engine optimisation?

Otherwise called SEO, this process is what makes it easy for internet users to find what they are looking for on search engines like Google. Its what makes sure that, when searching for a restaurant, for example, you aren’t directed to a pet-store’s website.

SEO ensures that your website is indexed properly on search engines so that it can be put in front of the people who are searching for what your business offers.

But SEO can be a little complex, which is why most businesses prefer to let their SEO agencies handle it.

Here’s what is typically involved:

Keyword Management

Keyword management for web-content as well as in blogs and articles ensures that your website is given relevance and is put in front of the people who are searching for your offers.

Your keywords are relevant to the potential search queries that your audience uses when searching for offers or brands like yours.

If they are managed more effectively than your competitors’, viewers will likely see your website first, due to more relevance making for better rankings on search engines.

Image Tagging

Not all the content on your website is text-base, some of it will be images. Search engine crawlers that use information on your website to gauge its relevance, simply cannot see what’s going on in a picture.

So, by using targeted, descriptive, keyword-driven alt-tags that explain the image, search engines know what they are looking at, and can assign relevance to your website as a result.

Meta Descriptions

Whenever you search for something in Google, you may notice that each result has a brief description of what is on the page, just below the link.

These are meta-descriptions. They help users see whether the content on the page will be helpful, even before clicking on the link.

These meta descriptions also need to be descriptive, concise, and need to make good use of keywords.

This ensures that they tell your users what to expect, but also ensures better ranking on search engine results pages (SERPs).

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There are a few other areas of SEO, each with their own levels of complexity. Paying close attention to each one can put your website in front of the right people.

If you would like to work alongside an SEO agency that can help you grow your business online through search engine optimisation, be sure to get into touch with a representative from Right Click Media today, or visit our website for additional information on our offers.

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Ideal Social Media Marketing Platforms

Let’s talk social advertising, because platforms like Facebook and Instagram are designed with digital marketers in mind.

Social media marketing is now a mainstay in the industry, with about as much promotional weight as Google themselves.

But there are an overwhelming number of these platforms, many of which are better for some marketing objectives than others.

So let’s take a look at the most popular ones. Those that are not only effective, but fairly easy to use and, of course, affordable:

Social Advertising on Facebook & Instagram

Facebook has been a giant in social media marketing for a long time now. They offer refined targeting tools, in-depth analytics and the ability to seamlessly manage multiple marketing accounts. Their pricing is competitive as well, allowing users to allocate their own budget and spread it over a period of time that they want their ads to run for.

On the organic side, Facebook can also be put to good use without spending anything. Of course, the ads will likely have far less reach than if they are boosted through payment.

Similarly, Instagram is a great tool for getting ads out to the right people. Reliant more on video and image content than Facebook, but to the same effect.

Social Advertising on LinkedIn

If Facebook and Instagram are a promotional party, LinkedIn is more of a networking event. By that mean that it is a far more professional platform than the former mentions.

It is as good as Facebook and Insta in terms of creating, sharing and boosting contacts, but operates in a more corporate climate.

Because of this, it is a particularly good platform for B2B marketing.

Social Advertising on YouTube

You can’t have a blog about social media platforms without speaking about YouTube. Technically, it is a social media platform, although it is also a search engine. This means it brings in powerful marketing tools from both worlds.

In terms of social media marketing, it is a great place to engage directly with the relevant audience with engaging and enjoyable content. This content can be shared to build brand awareness and authority.

In terms of how it works on the search engine side of things, YouTube is owned by Google, and as such, uses Google Ads as its main tool for marketing, which is one of the most powerful on the planet for targeting, reach and metrics.

Contact Right Click Media for Details

If you would like to know more about how we can assist you with your own social advertising campaign on any platform, be sure to get into contact with a representative from Right Click Media today, or visit our website for additional information on our offers.

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Tips to Recharge Your Remarketing

Below are a few tips that could help give your remarketing that boost it needs.

Page tagging – The most common types of remarketing ads are search, display, social media and email.

Firstly, you should determine your demographic’s purchasing habits, considering their gender and age. This is extremely important to keep your ads specific to the user and highly relevant.

You can better this by targeting users based on the pages that they visit. For example: if users show interest by visiting the landing page of your website once, you might want to consider re-emphasising exactly how your product could solve their problem. This way you could be gaining a loyal customer and a higher cost sale.

Balancing the frequency of your ad – Technically you are able to set up an impressions or frequency cap, which is going to allow you to target your users as much or as little as the strategy you are using requires.

If you are developing leads and relationships, then you may want to tone down the frequency with some reminders to keep them longer term.

Offer them incentives – By repeating the exact same ad it is naturally going to agitate the consumer, so try not to fatigue your audience with the same message and design for the whole duration. Change up your incentive and try to push the offer further.

Analysis & benchmarking – Make use of search funnels. On average, a website conversion rate is a bit more than 2%, yet only 61% of companies will do less than 5 tests every month when it comes to focusing on the conversion optimization.

By taking the time to run and test your experiments, it will give you a better depth of understanding as to where your users are dropping off and also how you could combat these issues.

At Right Click Media, digital marketing comes naturally to us. With directors who have many years of experience in the digital marketing industry, and a great team of dedicated marketers and technophiles doing what they are passionate about, Right Click Media prides itself on being one of the very best marketing agencies around. For more information, visit our website on www.rightclickmedia.co.za.

Google Algorithm Newsletter

Several times a year, Google aims to increase the performance of their search engine by releasing updates to its algorithms that are responsible for determining website page rankings. These major updates are necessary to improve customer experience when searching for relevant information, and are also aimed at helping advertisers get the most out of the search engine.

In an official statement made by Google on Twitter on 12 March 2018, they informed users that this update will likely effect websites that have been, up to now, ranking favourably. They stress that there is nothing that can be done to rectify this as yet.

The reason for this is that the update has been designed to give priority to those websites that had previously ranked unfavourably even though they were correctly optimised.

The published notice can be viewed below:

“Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year.

As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.
There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”

This means that some of our valued clients may notice a slight drop in the ranking performance of their sites. While this is largely out of our control at the moment, the Right Click Media team would like to assure you that, in the face of this update, we are doing all we can to keep your site at the top of search engine rankings.

Ranking performance with regards to this update is out of our hands but we pride ourselves on staying up to date with all changes as they occur in the digital industry and we apologise for the inconvenience this may have caused, but are still look forward to helping your business and marketing campaign grow.

Digital Marketing in 2018

It has been an exciting year for those involved with digital marketing. Scores of new technologies have promised to change the face of the industry, competition is growing, and so too are those businesses which took the time to work alongside what digital marketing had to offer for 2017.

With the year coming to a hasty end, now is the time for digital marketing agencies and campaign managers to seek out advantages over their competitors in the year to come. So to help you along the way, here are some of the marketing trends that 2018 is expected to bring.

Moving closer to mobile

The last few years in digital marketing have seen a gradual but steady move towards more mobile-friendly campaigns. More people are searching for products, services, events and brands while on the go thanks to constant improvements to the technology behind mobile devices. This means that you need to cater to this large portion of your potential audience by ensuring that your campaigns are mobile-responsive.

You may even consider developing an app to communicate with your audience more effectively.

VR and AR are all but here

We have been hearing a lot about augmented and virtual reality over the last year, and the technology is pretty much on the market already. This means that your campaign can benefit from incorporating these elements in its process.

You could distribute branded Google-Cardboard glasses, develop your own virtual exhibitions or make use of virtual and augmented platforms to push your brand; while being one of the first South African campaigns to make use of this awe-inspiring technology before the novelty wears off.

Video marketing is on the rise

Internet users are bombarded with waves of content each day, which means that most of these messages will get lost in the background of their attention. This is leading marketers to look for new and exciting ways to keep their audience engaged and interested. Video marketing on platforms such as YouTube are growing a stronger presence, and will be the ideal channel for many campaigns in the coming year.

Improvements to South African infrastructure

Improvements to South African telecommunications infrastructure will likely change the way many internet users browse the web. Fibre-optic lines are spreading through the streets of Jo’burg, which means that our connection capacity is due to boom very soon. This means that more people will be using the internet, more of the time, and with greater speeds. Which makes now a crucial time to ensure that your campaign is properly developed.

Contact Right Click Media to find out more

If you would like to learn more about how our creative and dedicated team of marketing professionals can help your campaign and business to grow, contact a representative from Right Click Media today, or visit our website for further details.

The Ideal Platforms for Seasonal Digital Marketing

Digital marketing has become an essential part of the advertising task for most businesses out there, with each one taking a unique approach and using their own mix of channels to achieve the right audiences at the right times. Many of these businesses rely on seasonal activities to pique the interests of their potential customers through events and promotions. Summer sales, Spring giveaways and Winter challenges are but a few of these approaches; all of which should be portrayed through the correct mediums to achieve their maximum effect. So, if you are due a little seasonal advertising, here are some of the platforms which will give you the best foundation to do so.

Marketing through Facebook

Seasonal events often fall squarely in the social sphere. Therefore, social media platforms such as Facebook are generally a good starting point for seasonal campaigns. Facebook is great for sharing content, promoting events and creating an environment of two-way communication between you and your target audience; while also serving as a bulletin board, discussion forum and public-space to showcase customer reviews. This makes it a wholly useful medium for seasonal digital marketing.

Showcase your brand through Instagram

Instagram is a popular choice for platforms that allow for the sharing of images and content, which makes it the ideal medium for marketers looking to run seasonal campaigns. The platform can be used to showcase events, communicate new products and promotions, or can simply be used to communicate your brand’s identity with your audience. By having prospective customers interact with your Instagram campaign, they will spread your message through word of mouth (so to speak), which will go a long way towards strengthening the presence of your brand.

Engage your audience through YouTube

YouTube is growing in popularity by the minute, so much so that television is arguably in trouble of becoming redundant. Seasonal advertisers can find many advantages to this medium, including the ability to target users who would be most likely to take an interest in your brand, while providing quantifiable metrics on your campaign’s effectiveness.

Content on your own website

Regardless of how many other platforms you make use of, your own website is the most important; seasonal or not. Conversions from your other campaigns will likely happen after being redirected to your site, which means that your site needs to be in top condition, responsive, and informative at all times.

Where seasonal advertising is concerned, you need to churn out relevant content for your website to keep your audience interested in your campaign, while ensuring that your SEO is in order. Before starting a seasonal promotion, it would therefore be beneficial to your campaign if you audit your site, its keywords and content before launching your campaign.

Contact Right Click Media to find out more

For more details on how our company can take your marketing campaign to new heights, speak to a consultant from Right Click Media for details on how we can grow both your campaign and your company through effective and measurable advertising techniques. Visit our website for details today.

What is Meant by ‘Content is King’?

Say the words ‘content is king’ to any digital marketing campaign manager and you are likely to get a sigh as a response. It is an old saying, usually an absent-minded soliloquy that all marketing professionals know, and it represents one of the most difficult creative tasks for all campaign managers: that of coming us with consistent, new, interesting and relevant articles, blogs, news-posts or informative passages on their websites.

Anyone who has ever sat in front of a blank word document will know how difficult this can be; throw in the careful use of keywords and negative keywords, and this conundrum only becomes more challenging.

Though the savvy marketer knows how effective the correct employment of content can be for a campaign, so to give you a similar understanding, here are a few crucial reasons why (and I do dislike the triteness of the saying) content is king.

Search engine optimisation for organic rankings and authority

Paying attention to the creation of quality blogs on your site is a great way to make use of keywords that are intended to boost the organic rankings of your website; it is so effective that it is widely regarded as a crucial part of SEO.

On the other hand, consistent content also allows you to build up a repertoire of backlinks which gives your site authority in your industry, further boosting SEO results and exposing your brand to a wider (or more specific) target audience.

Fostering customer engagement

If you create genuinely interesting and unique content that is written to be read (and not simply for SEO purposes) you are encouraging your consumers to engage more fully with your brand.

There is a lot of content available on the web, and the vast majority of it is poorly duplicated from others, is riddled with errors or is downright boring to get through; while these campaigns might serve the purposes of SERPs, they will likely not actually attract any customers, and could end up in a high bounce-rate as users briskly exit your website out of boredom.

Genuinely engaging and interesting content, on the other hand, will be shared, spoken about and will go a long way towards converting potential customers.

Content adds value to your brand

By producing customers that adds value to the daily lives of consumers through tips, advice or useful information will effectively strengthen your brand by adding value to it. Users will associate your image, service or product with the means to enrich their lives or to make them easier, painting your campaign in a very good light.

Contact Right Click Media to learn more

If you would like assistance with your campaign from an agency that understands how to leverage content to make the most out of their search engine optimisation packages, contact a representative from Right Click Media today, or visit our website for further details on our digital marketing services.