atlanta marketing

What the New Gmail Interface Means for Marketing

If you are a Gmail user, you have noticed by now that your inbox has had an organizational overhaul. In June, they rolled out a brand new inbox that allows maximum regulation of what needs to go where. Five separate classified inboxes hold emails from all the different sources that previously were in a single inbox, allowing users to decide what read and when while also providing email marketers a new challenge. Now that a couple of months have passed, sorting technology has been amplified.

What the New Gmail Interface Means for MarketingIf you think your newsletter or incentives are being overlooked by potential customers or readers, don’t beat yourself up by believing your subject line isn’t enticing enough. Escaped readers just might not notice it with all of the other emails that they get. Now, your promotional emails have their own tab.

Alongside the promotions tab is a primary tab containing person to person conversation, social tab including notifications from social networks, updates tab for order confirmations, and forums tab intended for messages from online groups and discussion boards. While the modern internet user is bound to fill these precisely sorted tabs up with emails daily, the promotions tab is what email marketers should be paying attention to.

Gmail’s promotions tab holds deals, offers, and other marketed emails. When a user clicks on the promotions tab, they know exactly why they are there and are more open to receiving your message. Rather than missing your marketing email because they were distracted by a competing message from a coworker, they are strategically looking at valuable educational information, deals, offers, updates, and incentives. Not only may your opened emails increase, people might actually pay attention to what is in them. This little tab could serve as the reason for your latest email campaign’s success. Your campaign’s focus may even be able to shift from “Why is no one opening our emails?” to “What can we provide our consumer in this email that will build our relationship?”

With all of the changes, it is important to let your subscribers know how to make sure your company’s emails are ending up in the right place. Gmail’s smart filters will generally get your email to the right place, but if they don’t, users need to move the email from the incorrect inbox it landed in to the appropriate one. By doing this once, Gmail will remember your email belongs in the inbox you moved it to.

With platforms increasingly engaging subscribers, the future for marketers with audiences who utilize Gmail–which has 425+ million users–is bright. For the latest news in marketing innovation, be sure to read the McCauley Services marketing blog and follow us on Facebook, Twitter, and Google+.

How Pinterest Marketing Can Grow Your Brand and Audience

If you regard Pinterest as simply a time waster where women plan dream weddings and look up cheese-filled dip recipes, there is no better time than now to reconsider. Leaving Pinterest out of your brand’s marketing strategy means turning away a user base 70 million strong and 2.5 billion monthly page views—views that could have been purposeful searches looking for exactly what you’re selling.

Pinterest attracts users by allowing a deserved break from straining to read articles. Users decide what they want to read by their interest in the visual presented. Instead of posing as an amateur photographer on Instagram or comedian/reporter/writer extraordinaire on Twitter, Pinterest offers an alternative for users to simply showcase or hone in on their personal taste in an organized, visually striking way.pinterest_badge_red

What makes Pinterest unique is not only the remarkable database of photographs from all over the web, but the opportunity for discovery in every search. When potential consumers search for a product on Google or Amazon, a specific search such as “creative gifts for first baby shower” likely won’t yield desired, relevant results. Type the phrase into Pinterest, and you’ll typically see a plethora of pins tailored directly to your request delivered in seconds. The return on the search itself materializes exactly what Pinterest founder; Ben Silbermann told Fast Company the goal of the platform is, “For everything on your feed to feel handpicked for you, with every product tailored to who you are, what you love, and who you want to be.”

For marketers, this presents an unparalleled opportunity to find an audience, drive traffic, and polish visual content marketing skills that may have been previously untouched. Whether you are attempting to push sales on your miracle anti-aging cream or drive traffic to the newest “Top 10” list on your blog, Pinterest has a place for all content to thrive when properly utilized. When creating a custom pin for your product, a thorough description is imperative. While your website URL appears in the top corner of the pin’s photo, it should also be added in the description. For example, writing “Marketing Tips for Pinterest” is less effective than “How to Market and Engage Followers on Pinterest from McCauleyAdvertising.com.” As a bonus, a well-thought out description can help your SEO keywords on Google Page Rankings.

Cross referencing on social platforms can also drive traffic and increase sales to reach goals and maximize ROI. Support your Pinterest account by referencing it on Twitter and Facebook, and watch how your metrics change. Marketers should be tracking average repins, likes, and comments per pin to determine what works and what doesn’t while adjusting accordingly. When making changes to your strategy, keep an eye on short term follower engagement. This number fluctuates rapidly when compared to follower engagement and can help to most effectively measure the success of your recent changes. Your most successful content can be viewed by checking up on your most repinned and clicked pins.

Metrics for top fans and influencers are also readily available through clicking on your name and scrolling down to the Analytics section or using tracking sites. The goal is to get the pinners with the most followers to be your followers—or at least promote you by repinning. Companies have started paying pinners with thousands of followers to pin their content, unbeknownst to the pinner’s follower base. Unlike Twitter and Facebook “sponsored” posts, these pins look just like unpaid pins because they match the unswerving style of the pinner. Paying influential pinners can help increase your reach and impressions, or number of times your brand’s pins are seen each day. However, it’s imperative that the pinners you pay are consistent with the content of your brand. Paying random active pinners could portray your content as spam, as well as put you at risk of oversaturation and producing worthless leads.

Still not convinced? Pinterest users are predominantly 25-54, educated women who have shown evidential tendencies of buying. Pins with a deliberate price tag garner an average of 1.5 likes, while pins without one average 1.1. An average sale resulting from a Pinterest user following an image back to its source is $180. For comparison, Facebook and Twitter stand at $80 and $70, respectively.

Wondering if your business will benefit from Pinterest? Stay tuned for our next blog discussing the specifics on how your company’s field uses Pinterest as an advantage.  Atlanta based marketing company McCauley Services consistently provides you with the latest in marketing trends and platforms. To keep up and learn more, read our blog and follow us on Facebook, Twitter, and Google+.

How to Effectively Tell Stories in Marketing

Busy companies marketing new products, services, or ideas are often confronted with situations where the need to persuade management or potential clients to consider new approaches is vital to their success. Some ramble ad nauseam about why their social media proposal reigns supreme. And hey, maybe it does! However, there is a better way to coax listeners from uncertainty and boredom to confidence and piqued interest without the use of lengthy Power Points to explain a marketing strategy.MarketingPlan

How? It’s as simple as telling a story.                                                    

We’ve all done it before. Whether it involved making up a tale to help your child fall asleep, charming a date with a charismatic anecdote about the first time you met, or scrambling to explain to your boss why you were late (Cut it short; you hit snooze too many times.),  you have likely had to present someone with your storytelling skills.

While some are gifted at doing any of the above on the spot, there is a method for efficient storytelling you can apply to your business. According to Fast Company, people are too scared to use the authenticity of anecdotal evidence because it seems “too emotional,” so they stick to the seemingly professional hard facts and numbers. In actuality, emotions work better at reaching the core of the listener and sticking in the memory for far longer than a statistic. Another way to get ones attention without sacrificing numerical evidence is to mix emotion while still backing up your claim. This aids in not only setting the storyteller apart from the rest, but also providing optimal catering to the audience: a crucial component in person and online.

Here are three of the best tips from the article:

  1. When creating a storyboard, spark creativity and inspire yourself by listening to music or reading something that motivates you. Create a story arc that influences people to want to listen. Include the ups and downs and tension that your favorite novel would have.
  2. Complicating things to the point of confusion is never the answer when asking how to tell an amazing story. If you choose to convey your story using PowerPoint, keep text and complex graphics away. Recite and practice—essentials to great delivery—to the point where a single picture and few meaningful words suffice to deliver effectively.
  3. Storytelling gets easier once you see the results. When you begin to believe that right brain communication style better matches “real people” communication skills, you’ll be driven by the authenticity and subsequent persuasion of storytelling.

For more creative tips on making your marketing work for you in new ways, visit the McCauley Services website and connect with us on  FacebookTwitter, and Google+.

Keeping Your Business Up-to-Date with Technology: Going Mobile

According to a report released by the Pew Internet & American Life Project, as many as 45% of adults in the U.S. own a Smartphone. This means more people are turning to their mobile devices rather than their computers to find information online.  If you don’t think that’s relevant to your business, note that by next year when more people will be using mobile phones than computers for online use, according to Gartner.  At McCauley Marketing Services, we frequently discuss the importance of having strong website content to provide interesting and relevant information for consumers.

mobile website design atlanta ga

Having great website content also helps your business’s search engine optimization (SEO), which ultimately raises awareness, increases traffic, and overall improves your business’s website. However, if your website isn’t mobile-friendly, you may be losing potential business. As technology continues to evolve, people do not want to be bothered by difficult navigation or slow loading times on their mobile devices. Not only should your business have a mobile site but it needs to be optimized as well. Having an optimized mobile site can generate more traffic and boost customer engagement.

The ramifications of not having an optimized mobile site may include but are not limited to: less online purchases, potential customers going elsewhere, and have a negative impact on your company’s brand.  At McCauley Marketing, we can help your business implement a complete marketing strategy including a creative website design along with a mobile site design that complements your company’s brand and goals.

If you are interested in learning more about the services McCauley Services offers, please contact us today. Be sure to connect with us on Facebook, Twitter, Google + and Pinterest for the latest marketing news and tips.

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