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(BUSINESS NEWS) Email, blogging, social media, PPC, SEO — where to start? What’s really important when it comes to digital marketing?

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digital marketing

We are living in a digital world

Marketing is so many things but few are more important right now than digital marketing. Email, blogging, social media, PPC, SEO — and the list goes on. Where to start? What’s really important?

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Digital marketing is important for the obvious reasons – everyone has their phone on them literally all. the. time. According to a 2015 Verizon survey, nearly 90% of people admit to using their phones in the bathroom. Talk about opportunity.

But the real question isn’t how to reach your audience, but instead, how do you reach your audience effectively? Clearly, digital isn’t a new landscape – so how can you become something that resonates, is relatable… without becoming ‘noise’?

Step one – bring on the right people. Is it important to know everything about marketing? No – because marketing, particularly digital marketing, changes almost hourly.

Instead, bring on people who are hungry. People who are motivated. People who love what they do.

The rest is smooth sailing…at least, in theory.

Know your audience, find your voice

Hello, obvious.

Yeah, it’s like Marketing 101. But after recently attending a digital marketing conference, it was surprising how often the speakers mentioned this point. Do you really know who you’re trying to reach? Have you spent real time putting yourself in the shoes of your customers?

Stop trying generic marketing tactics, and instead spend time talking to and researching your customer’s pain points and evaluating what they actually need. It’s OK to be specialized.

Let me say that again.

It’s OK to be specialized.

Your product isn’t for everyone. Focus, instead, on who it is for and market the hell out of those people.

Once you identify who those people are, who those people really are and what they really need, determine your company’s voice. Who are you? Are you funny? Informative? Tactical? Find your voice and own it.

Content is king

There’s no getting around it. People want stuff.

If you’ve spent more than 5 minutes on Facebook, you’ll notice the crazy amount of sharing and liking of posted content. Viral videos are gold, and if you’ve managed to successfully infiltrate a ‘trending topic”, then you deserve that after work beer.

The thing we all need to understand (because I’m still guilty of it — even when I’m aware of the issue) is that no one – no one – wants to be sold to. We’re absolutely railroaded with sales pitches. On TV, on the radio, on every site or social media platform I go to, in my inbox. I’m surrounded.

Stop it.

Start, instead, by giving your audience something they can use. Something they value. Something for free.

*Insert screeching brakes sound here*

Yeah, free.

You cannot ask your customer for their hand in marriage when you’ve never even bought them a drink.

Give them a little, prove you’re “the one”. Become the resource in your industry. You know your audience, and you know their pain points – help them with those…even if it’s not what you sell.

Believe it or not, becoming a resource helps your brand and your business, even when you’re giving things away.

Use technology to your advantage

You HAVE to be on top of the trends. You just have to. There’s no getting around it. Which brings me back to the whole hungry thing. If your team truly loves what they do and are looking for new resources and ways to improve, then you’ve chosen the right people.

Back to the buzzword game – SEO, PPC, analytics, boosted posts, sponsored ads, influencer campaigns, viral videos. There’s something new everyday, you have to be on top of it.

By constantly using the tools at your fingertips to evaluate then reevaluate what works and what doesn’t can help fine tune your marketing plan. Be advised that this isn’t a one time effort, but instead something that will need continuous assessment and modification.

Tools like Facebook Insights and Google Analytics can paint a good picture of the success of a campaign. Open and click rates combined with unsubscribes on email campaigns can also give valuable date regarding the effectiveness of your marketing.

You can’t afford not to

Marketing is both incredibly simple and incredibly complicated at the same time. Aligning your offerings with the needs of your audience, while marketing to their heads AND their hearts will build a sense of resourcefulness while expanding your reach to new markets.

#DigitalMarketing

Megan Noel, a veteran ex-educator with a PhD in Early Childhood Education, enjoys researching life through the eyes of her two young children, while writing about her family’s adventures on IndywithKids.com. With a nearly a decade in small business and marketing, this freelance writer spends most evenings pouring over new ideas and writing articles, while indulging in good food and better wine.

Business Marketing

Gloves that translate sign language in real time

(BUSINESS MARKETING) A new wearable tech translates American Sign Language into audible English in real time.

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Advancements in technology never cease to amaze. The same is true right this moment as a new technology has been released that helps translate American Sign Language (ASL) signs into spoken English in real time.

This technology comes in the form of a hand glove – similar looking on the front side to what one would wear in the winter, but much more advanced when in view of the palm. The palm side of the glove contains sensors on the wearer to identify each word, phrase, or letter that they form via ASL, and is then translated into audible English via an app that coincides with the glove.

This is all done in real time and allows for instant communication without the need for a human translator. The signals are translated at a rate of one word per second.

The project was developed by scientists at UCLA. “Our hope is that this opens up an easy way for people who use sign language to communicate directly with non-signers without needing someone else to translate for them,” said lead researcher Jun Chen.

The hope is to make communication easier for those who rely on ASL, and to help those unfamiliar with ASL adapt to the signs. It is thought that between 250,000 and 500,000 people in the United States use ASL. As of now, the glove does not translate British Sign Language – the other form a sign language that utilizes English.

According to CNN, the researchers also added adhesive sensors to the faces of people used to test the device — between their eyebrows and on one side of their mouths — to capture facial expressions that are a part of American Sign Language. However, this facet of the technology is not loved by all.

“The tech is redundant because deaf signers already make extensive use of text-to-speech or text translation software on their phones, or simply write with pen and paper, or even gesture clearly,” said Gabrielle Hodge, a deaf post-doctoral researcher from the Deafness Cognition and Language Research Centre (DCAL) at University College London. “There is nothing wrong with these forms of communication.”

What are your thoughts on this advancement? Comment below!

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Business Marketing

Stand out with video as part of your resume (but be careful)

(MARKETING) This new tool helps you stand out in the job market, as video now dominates – so it’s possible to use this to your advantage (with caution).

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In the midst of a pandemic, people are finding themselves thrust back into the job market sooner than expected due to mass company layoffs or underemployment as a freelancer. Fields are oversaturated and jobs are sparse so it can be hard to stand out in today’s job market.

Although standing out in the job market is hardly a new problem, that doesn’t mean it couldn’t use some new and creative solutions. One company, VCV.ME has designed a tool to help you get creative and stand out from your competition.

VCV.ME turns your traditional resume into a video à la Instagram stories.

The process is simple. You answer a few questions and upload a video of yourself then the tool will provide you with a sharable link.

VCV Founder and CEO, Arik Akverdian, believes that video is the future saying, “Video will represent 80% of all internet traffic by 2021 according to Cisco, and according to eMarketer 94.1% of millennial internet users were streaming digital video in 2019. With growing demand for video social media such as TikTok, Snapchat, Instagram stories, and others, we’re bringing the short video format to the job market.”

There are some obvious limitations to using this tool in your job hunt.

First, not all employers will take videos as part of an application both for technical and legal reasons.

On the technical side, many automated tracking systems are not designed to filter that kind of file, so there may not even be an opportunity to showcase it. That’s not to say there aren’t some work-arounds. Many job applications will have a place for applicants to link to their portfolio or websites. An alternate option for this tool could be to place the video introduction on your website.

Another problem with the tool is how it exposes candidates and hiring managers to bias.

As more companies work to remove bias from their hiring practices and hire more diverse candidates, a video intro just won’t fly. Some companies have removed names and even alma maters from their applicants in order to make more unbiased hiring decisions. A video introduction would expose many characteristics that people have conscious and subconscious biases towards such as race, gender, age, and ethnicity.

Although VCV.ME’s intentions are to help candidates stand out in the job market, it’s worth questioning whether they would be standing out for the right reasons, so tread carefully.

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Business Marketing

Why should you take Facebook’s ‘Summer of Support’ courses

(BUSINESS MARKETING) Every company can use a little marketing advice, well Facebook has partnered with big companies to give you some free digital marketing courses.

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Our world has turned into a place of upheaval and unrest and we are continuously surrounded by more and more evidence of it. One thing that the majority of us are constantly seeing is announcements from companies. Some of those are about closing hours, but others are more helpful. As they all attempt to get used to this new world that COVID-19 has created we begin to see some different tactics. Some are only politically motivated, but others are more focused on helping out their communities.

Earlier this week Facebook announced that they will be putting on a six-week digital marketing education series. This series will be an extensive collection of videos with a full in depth set of courses that will cover a large amount of topics. The company has put together a cast of renowned entrepreneurs for the presenters as well.

The topics will be done in themed weeks starting on June 24th, and running through the month of July. They include categories such “The Changing World” & “Resilience”. Focusing primarily on the world that is here and now, with recommendations on how to adapt to it. With this world in a constant state of flux the push for adapting to change and staying in front of the tide is crucial for a small business.

The next two courses will be going forward with discussing “Reinvention” & “Re-Emergence”. Encouraging struggling companies to take a serious look at their potential for moving forward, or changing the things that they can to stay more on top of their client base. They also plan on attacking the confusing world that we will have when things get closer to normal.

The last two weeks are focused on community and customer care, which is actually their names as well: “Customers & Commerce” & “Community”. These will help develop a sense of how your business affects your community and the impact you have on it. Keeping that in mind you can then develop a plan for how you want your community to see you and shape things within it.

These courses are all set up for free and open to anyone. With a completely online set up with their new “Summer of Support” mini-site they are prepped to reach millions of people. They’ve organized this with a range of partners as well: Dell, PayPal, American Express, & Small Business Roundtable. A helping hand for people who wouldn’t currently be able to source things like this.

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