internet marketing

  • How to Market a Resort or Vacation Destination Online

    The travel industry has perhaps the greatest potential to grow and market online. Sadly, most hotels and resorts treat online marketing very much like they do traditional marketing – they setup a brochure website, and then forget about it. To truly engage an audience and sell more rooms, you need to look at web marketing as a living, breathing, entity. These online marketing tips don’t apply to local motels which would be best served by billboards and local marketing. Instead, I want to focus on true vacation destination hotels and resorts. Places people research and book in advance. Get the Basics Right – I’ve said it before, and I will say it again. No amount of marketing will make up for a poor product or service. If the rooms are dirty or checking in is a hassle, don’t expect marketing to make up for it. Of all the things people talk about online, hotels top the list. Do yourself a favor, take a percentage of your marketing every month, and use it to better the customer experience. Provide Tongue Candy – No, not mints at the front desk. But, stories that people will repeat when they go back home. I…

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  • Social Media Optimization – 10 Important Factors for 2016

      From years of executing SEO and SEM campaigns, I am now more than ever seeing the parallels of  social media and SEO/SEM as well as how they all work together. Ten years ago, business owners thought their only option to improve their SEO was stuffing their meta tags and submitting their site to 1,000 search engines. Similar to SEO and SEM, business owners now realize it’s not enough to just plug the social media hole because they read in some business magazine it was needed. A new phrase has joined the lexicon of business buzz words, and rightfully so, showing a more sophisticated marketer: Social Media Optimization. You should not have a social media campaign for your business just because everyone else is doing. CEOs, marketers, entrepreneurs are now seeking solutions to optimizing their social media marketing campaigns. What do I mean by Social Media Optimization? I’m not Shama. I didn’t write the book on social media and I’m not a social media speaker. My name is Angela and although I have been blogging since 2001 and have been learning online marketing since 2005, my main area of expertise is SEM/SEO.  The reason I say this is I don’t…

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  • Peace, Love, and Rock n Roll: Marketing to Boomers

    This is the second part of our series Multi-Generational Marketing, where we teach you how to digitally target individuals in the Millennial, X, and Baby Boomer generations. You can view part one here.

    You know the image of a Baby Boomer that’s so often in the media: a 70 year-old man, sitting in a La-Z-Boy recliner, scrutinizing the remote control he can barely figure out how to work.

  • How to Succeed in your International Marketing Efforts

    Here at Marketing Zen, not only are we based all over the world, but so are our clients. We have clients from Texas to Thailand and we pride ourselves on delivering the best marketing services for them no matter where in the world they are. But how do we ensure that the marketing we’re doing for a client will be successful in their market, if we’re here and not there? There are several steps to take when working on marketing efforts for a client in an international market. Here are some of our best tips on how to best optimize your efforts for success overseas: Understand Your Native Culture Before you can really start understanding another culture and adjusting your marketing efforts to fit it, reevaluate your own. What are you not noticing that you should be taking into account? How would others see your culture from the outside looking in? Take some time to look at the average consumer in your culture and their marketing patterns. Which platforms are most popular and why? What is trending and why? Which social media strategies and content strategies are doing well for increasing conversions? Why is that? Understand the International Culture and…

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  • The Most Effective Content Marketing Tool You’re Not Using

    White papers are an excellent way to disseminate your expertise to an industry community. By sharing your knowledge, not only are you establishing yourself as a thought leader, but you’re also providing the groundwork for launching content in other channels like blogs and e-mails. Aren’t White Papers Dead? You sometimes hear opinions expressed about the declining value of the white paper, or that the function of the white paper has largely been subsumed by the ubiquitous ebook. While some of this is fuelled by exposure to just plain badly written white papers, the truth of the matter is that, although not as ‘sexy’ as other marketing tactics, the sturdy white paper can boost SEO, enhance your brand, and directly contribute to sales. White Papers: The Rationale Here are solid reasons to consider including white papers in your marketing endeavor: Make Google love you. With the regularity of a plague, Google releases its algorithm changes. As it stands now, the king maker of search engines punishes sites offering poor quality content – in other words, mere content designed for searches. To gain that traffic that drives your business you need to offer value, not linkbait. Provide shareable social media content. To…

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  • Social Media Statistics: Marketing Is Still A Numbers Game

    There’s controversy storming across the face of the digital landscape. No, it’s not another algorithm change. It’s about social media marketing and ROI – and a growing lack of confidence among CEOs. What Is Missing In 2012 London-based Fournaise Marketing Group, a global leader in marketing performance and management, published the results of its Global Marketing Effectiveness Program. 1,200 large corporation and SMB CEOs and major stakeholders from across North America, Europe, Asia, and Australia were interviewed. The results were staggering. The single most common opinion of the company leaders queried was that “marketers are too disconnected from the financial realities of companies.”[1] The study found that “80% of CEOs believe marketers are too disconnected from the short-, medium-, and long-term financial realities of companies. “78% of these CEOs think marketers too often lose sight of what their real job is: to generate more customer demand for their products/services in a business-quantifiable and business-measurable way. “69% of B2B CEOs believe B2B marketers live too much in their creative and social media bubble and focus too much on parameters such as ‘likes,’ ‘tweets,’ ‘feeds’ or ‘followers’ – the very parameters they can’t really prove generate more (business-quantifiable) customer demand for their…

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  • 5 Secrets of Email Deliverability

    Email marketing is one of the most effective – but also one of the most complex – pieces of the digital marketing puzzle. What with maintaining subscriber lists, dealing with email marketing laws, choosing the right email marketing provider, designing and writing each email, deciding when and how often to send, and then analyzing open and click-through rates to find out what to tweak each time, it’s enough to make anyone a little cross-eyed. And yet, no other online marketing activity brings you into such regular, direct contact with your audience, using a platform that belongs solely to your company, and thus will never be subject to sudden algorithm changes or a switch to paid ads. With all the hard work necessary for a successful email marketing campaign, and all the very real benefits your business stands to reap from it, the worst thing that could happen would be a delivery crisis. Above all else, you need to ensure that your emails are being delivered, staying out of people’s spam folders – and out of the crosshairs of ISP anti-spam filters. If people aren’t receiving your emails, it doesn’t matter how well-designed they are, or how much research went into…

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  • Social Media Marketing Tips for the Changing Digital Landscape

    Do you have a dark social media secret? Apparently, many people these days do. According to a recent study by the folks at MIT, social media users are leaning more and more towards what’s called the “liquid self” – changing the way they behave online depending on who they’re interacting with and where. As proof of this, they offer up the rising popularity of services and apps such as SnapChat and WhatsApp, which allow for completely contextual conversations that disappear soon after being sent – interactions whose tenor varies widely based on who can see and take part in the fleeting conversation. Most of us do behave differently, even in real life, when we’re interacting with someone from our professional life, for example, than we do when interacting with friends or family. It’s not usually a matter of changing our entire personality, but there are definitely conversations that take place in certain social circles that just aren’t appropriate for others. But the permanence of what we post on traditional social media sites seems to have spawned a new generation of more ephemeral means of online communication, allowing people to act according to the conventions of the group they are interacting…

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  • MZ Weekly News Round-Up: Pinterest Messenger & The Removal of Author Stats

    SEO: In a new effort toward making the internet a safer place for everyday users, Google is announcing that websites that switch from HTTP to HTTPS —that is, add an SSL 2048-bit key certificate —will see improvements in their search engine results ranking. This ranking benefit will be lightweight, with an effect on less than 1% of global queries, but it could be strengthened in the future to encourage more websites to prioritize user safety. Author stats, a feature within Google Webmaster Tools, gave users of authorship easy access to statistics on how well their content was performing across different websites. Unfortunately, this came to an end this week, as Google removed the feature without warning or fanfare. Google has yet to comment on the change, but considering the removal of author images from search results a couple months ago, it may not be so surprising that author stats has been deactivated, as well. When Google receives reconsideration requests from websites, the company will now provide confirmation that they received the request, as well as a copy of the original request submitted by the website. This is an improvement upon the original confirmation process, which simply gave web masters a…

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  • MZ Featured Social Media Marketing Intern: Sydney Brodie

    Here at Marketing Zen, we’re pretty much obsessed – we eat, breathe, and sleep online marketing, and absolutely love what we do! So it’s only natural that we’d want to share the fun with the next generation. Our internship program gives college students the chance to dip their toes into the waters of web marketing, and learn valuable skills to help them land their dream jobs when they enter the workforce. Today, we’d like to introduce you to Sydney Brodie, one of our promising young social media marketing interns. We’ll let Sydney tell you herself how she’s enjoying the experience. 1. Tell us a little bit about yourself! My name is Sydney, I’m currently a rising junior at the University of Florida and I’m an English and Mass Communication major. If you can’t tell from my major, I’m really passionate about writing and I’m typically reading about 5 different books at any given time! 2. What is something unusual about you that makes you unique? I have so many different hobbies! Probably my favorite thing to do is cook and bake. One of my dreams in the future is to actually go to culinary school part-time just so I can…

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  • 4 Tips for Social Media Marketing Targeting College Students

    Today we’re excited to have the opportunity to share a blog post written by one of Marketing Zen’s content marketing interns, Kaitlin Bain. Kaitlin is a journalism student at Texas Tech University. In this article, she gives businesses unique insight into how they can better reach college students through social media marketing.   When high school students graduate and move away to college, they are suddenly faced with making new decisions – and buying new things. Where they once never would have considered which brand of laundry detergent was the cheapest but still managed to get their clothes clean, this is now a thought at the forefront of their minds. Marketing to these new consumers is a different beast altogether. Where paper advertisements and commercials worked best for their parents, they now pay to watch shows without commercials and never pick up a paper. A growing new way to attract college students’ eyes is through social media advertising. Exchange coupons for “likes” Most college students will like a company’s Facebook page and then unlike it after they get whatever giveaway is being offered. Instead of giving them a coupon just once for clicking like, keep the coupons coming. College students notoriously have…

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  • MZ Weekly News Round-Up: Changes to Google Authorship & A New Way to Re-Tweet

    SEO: Google is bringing about some serious change to authorship in its search results. Previously, underneath the URL of a result, Google would show the name of the author, the author’s profile photo, and his or her circle count on Google+. Now, the photo and circle count will be dropped, apparently to make the design look less cluttered. A representative stated that click-through rates with the less-cluttered look are around the same, though that remains to be seen. Google is beginning to process and remove approved page submissions through the Right To Be Forgotten Form. Right To Be Forgotten is a ruling made by the European Court of Justice in May which declares that EU citizens could request for search engines to remove links to pages deemed private, though the pages themselves will continue to exist on the Internet. Hundreds of thousands of pages are estimated to have been submitted since the ruling. Technology: Amtrak will soon be working on implementing its own high-speed wifi network for passengers on its Northeast Corridor lines, which travel between Boston, New York, and Washington DC. Amtrak’s current network offers speeds of 10 Mbps, and the improvements would boost that to a minimum of…

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