Outreach Hispanics Using Digital Media

Hispanic Digital OutreachAccording to a 2012 Nielsen report, “Hispanics are the fastest growing ethnic segment, expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the US total population.” The report also found that Hispanics “will be the dominant and in many cases the only driver of domestic CPG sales growth.” The Hispanic market is expected to grow to $1.5 trillion by 2015.

This is the reason why you need to know how to appeal to Hispanic Market segments.

To outreach Hispanics, hyper-local strategies will be required. A good way to go is engage with customers targeted through social media and on the street and then guide them to a web store or local retail store location.

Language is another key element. Hispanic immigrants who have recently arrived in the United States may prefer Spanish. However, a second- or third-generation Millennial with Hispanic parents may speak mostly English, and Spanish language skills are very basic. In either case, you are reaching a US-based Hispanic.

Devices are also an important element because Hispanics are far more likely than non-Hispanic people to access the Internet via their phones instead of a computer.

Content must be funny and entertaining. You can find a genius example of a very creative way to advertise to the Hispanic segment in the following video. The daily short segment called Sin Filtro is published by the Puerto Rico local newspaper, Primera Hora. The TV personality, La Burbu, is very popular in the demographic between ages 18-45. This funny daily segment broke all viewing records since the first day on air. In the video embed you will see how she placed an ad before the clip ends and it is so personalized that you can’t escape…

The following video presents a new trend in Puerto Rico Chinchorreando, a term used to describe food and drink routes in Puerto Rico with multiple stops where you eat, drink, and enjoy the scenery until the next stop. The full website is sponsored by a new brand of beer in the market and presents stops on the route.

Hispanic culture is all about happiness, music, dancing, colorful images, and food. For example, smell is an important part of the cooking process, you can’t chop that out. To captivate this market you need to bring all the elements Hispanics love into your content, videos, and promotions. Once Hispanics fall in love with your proposal the honeymoon begins.

FREE Publicity In Digital Media

SocialMedia PublicityAccording to Wikipedia, publicity is the movement of information with the effect of increasing public awareness of a subject. The first step is sharing your content with family and friends; they will help you spread the word at no cost. Then, take advantage of the opportunities available in traditional forms of media, such as TV, Radio and Print. Take time to get covered in local publications to establish a record and build your credibility.

Digital media provide great methods for gaining publicity. Some of them are to write an e-book, start a podcast show, become an influencer, produce free webinars, and publish video tutorials. This gives others the opportunity to get to know, like and trust you. The next time you hear a podcast show host ask for people to call in with comments or questions, pick up the phone and call, and always mention your business name.

Other ways you can market your business through multiple digital media channels are:

  1. Search Engine Optimization builds your online presence through online content using keywords. Onsite SEO require that you optimize your website, domain name, meta description, web content, internal links, title tags, keywords, rich media files, permalinks, outbound links, bounce rate and loading speed. Offsite SEO requires link building, competitor analysis, website code and analytics.
  1. Social Media Optimization generates publicity to increase the awareness of a product, brand or event through social media and networks. SMO focuses on driving traffic from sources other than search engines include RSS feeds, social news networks such as Twitter or LinkedIn, and video and blogging sites.
  1. Email Marketing is a commercial message to a group of people using email. Lead generation is one of the best ways to build your email database.
  1. Blogs generate discussion or provide information with discrete entries (“posts”) typically displayed in reverse chronological order. Blog used internally to enhance the communication and culture in a corporation or externally for marketing, branding or public relations purposes are called corporate blogs. This is an efficient way for you to feature your products and services, explain benefits, and share them with the world.

Digital publicity will back up your presence and marketing efforts in all digital platforms.

Here an interesting advertising, marketing, and social media documentary about the digital revolution. Enjoy it #LIVE!

Learn How to Outline Your Marketing Tactics

Outlining your marketing tactics is key to the success of any marketing plan.Marketing Tactics

First, you need to define your product or service goals. Begin by asking yourself who may need your product or service, what needs will be fulfilled, where you fit into the competitive landscape, and what are your main objectives. Then define your promotion strategies. All of them need to be in sync with your product or service goals.

Then outline your marketing tactics:

  1. How to reach your customers? Define your distribution channel: physical location, online store, telemarketing or just face-to-face. You need to define how you would like to find and engage with your prospects.
  2. Establish your brand online and offline.
  3. Create your social media presence, blog, fan pages, corporate pages, video channel, and corporate profile among others.
  4. Develop a digital content marketing strategy including full content calendar (see example below).
  5. Let the world know about your product or service with Blog Posts, Press Releases, Digital, and Offline Advertising campaigns.

Below an example of a content calendar strategies including important dates, specific content, and distribution method.

Content Calendar TableOutlining your marketing tactics will help keep track your marketing efforts. This way you can measure and tune your strategies according to your goals.

Find New Customers with Remarketing

Learn how to find new qualified customers, increase ad relevancy, and obtain higher conversion rates with Remarketing. If you are wondering why you often see advertising from websites or apps that you recently visited, the answer is Remarketing.

This strategy targets visitors who do not make a desired action or abandon a shopping cart. This technique increases the ad relevancy and helps businesses reconnect with potential customers that have shown interest in their products or services. According to Google, people typically visit two to four sites before they place an order.

You may also wonder how they know who visited their website or app. The famous website “cookies” provide a visitor ID that reveal when and how long users visit a website or app. From an average of 100 visitors, 4 convert to a specific action. With a good remarketing strategy, businesses can add 3 more conversions. Remarketing provides advertisers a higher conversion rate with a lower cost per acquisition. Around 80% of advertisers are using remarketing in their digital campaigns.

Before you create your remarketing campaign, make sure you have a compelling message to reengage with customers that show interest in your products or services. Offering a special promotion, free shipping or discount codes are good ways to attract users that abandoned your site or shopping cart. Make sure you tailor your ads for each user segment and optimize your bids in real time.

Remarketing campaigns can use static images, animated images, videos, or traditional text ads.Google AdWords offers three ways of Remarketing:

  1. Remarketing List for Search:Remarketing
    • Generate a remarketing TAG to add in the footer of each landing page.
  2. Dynamic Remarketing:
    • Create a remarketing LIST of sections that people visit on a site. You can create a custom list of product categories, site sections, pages, and for abandoned shopping cart users.
    • Automatically tailor ad messaging
  3. Similar Audience:
    • Present the ad to an audience looking for similar products and services.
    • Best way to reach new qualified customers.

It’s that simple to keep in touch with those customers that are in the market for products or services that you offer.

Learn how to find new qualified customers, increase your ad relevancy, and obtain higher conversion rates with Remarketing now:

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REFERENCES

Google Support

Google Partners

Google Authorship Benefits

With Google Authorship you can build “Author Rank”, or a measure of your posting reputation, based on your content published on the web. Google analyzes your expertise with Google+ and Social Media sharing. The value of your content and quality can be measured in real time.

Good quality content means high author rank and this combination will give you a high quality score on Google search.

How to setup Google Authorship:

  • Google+ Profile Link Option:
  1. Create your Google+ profile
  2. Go to: http://plus.google.com/authorship
  3. Verify your email address and link your Google+ profile to Google Authorship
  4. Link your URLs under the Contribution section of your Google+ account
  • On-Page Link Option
  1. Just personalize and add the following HTML code in your web page: <a href=”https://plus.google.com/GOOGLE+Profile#?rel=author”>YourNAME</a>

The implementation will take some time, you can test your Authorship at: http://www.google.com/webmasters/tools/richsnippets

Google Authorship recently removed the profile picture from the content results. Google is working hard to reduce spam and increase relevancy. Author Rank gives you the opportunity to show your expertise on specific subjects, build trust, and protect your content.

Below “How-to” video:

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By Ayleen López

 

REFERENCES

http://www.forbes.com/sites/allbusiness/2013/06/24/how-to-use-google-authorship-and-author-rank-for-your-business/

http://www.marketingprofs.com/articles/2013/10466/google-authorship-and-author-rank-big-for-seo-in-2013-and-beyond

http://moz.com/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google

Popular Digital Media Channels

Some facts that you should know about the most popular digital media channels:

Facebook

Facebook is a great social outlet with over 1.3 billion users connected to an average of 130 friends. This tool has become the word of mouth that we used to have in our daily conversations. With a new lifestyle and the population moving constantly, this media keep us together even being hundreds of miles away. Everything we share is exposed to at least 100 users and who knows the final total reach. Time matters, once you know when your audience checks in, you can get them right on time during the 18 minutes average time they spend per visit.

 

Twitter

Twitter is a great news outlet. If you want to announce something to the world this is the best tool for it. With more than 560 million accounts and over 200 million monthly users, Twitter keeps our conversation short, say what you want in only 140 characters. An average user has 208 followers. Users are sending out 5,700 Tweets per second, an average of 500 million Tweets per day and about half of Twitter users connect daily. The average time a user spends each day is 29 minutes, and at least 29% of Twitter users are active several times a day.

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Google+

Google+ pages have a direct effect with your search, maps, and local results in Google. With more than 1 billion accounts and over 360 million monthly users, the 22% of online adults visit Google+ at least once in a month. The average time users spent is 7 minutes per month.

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LinkedIn

LinkedIn is great network tool for B2B and individuals. With more than 277 million users, each of them has an average of +500 connections. This channel is replacing the resume with a professional profile.

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Pinterest

Pinterest is the new girly do it yourself world. If you want to outreach women this is the place to be. With more than 70 million users, 80% are women and they generate around 92% of all “pins”. This channel is all about illustrations, becoming our new online magazine.

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YouTube

YouTube is our new on demand TV, you see what you want anytime you want and best of all it is FREE. It is great for brand awareness. With more than 1 billion users each month around the world, this channel provides tutorials that can help you create or fix almost everything. Users upload over 100 video hours per minute. This powerful channel has over 4 billion views per day.

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If you need digital media management for your business write me at: info@ayleenla.com

 

REFERENCES

http://bits.blogs.nytimes.com/2014/02/19/the-loyal-users-of-google-plus-say-it-is-no-ghost-town/?_php=true&_type=blogs&_r=0

http://www.globalrecruitingroundtable.com/2013/01/22/linkedin-facts-figures-2013/#.U58XMC_C4Qs

http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/#.U58Xzy_C4Qs

http://socialmediatoday.com/socialbarrel/1608761/portrait-linkedin-user-2013-infographic

http://www.searchenginejournal.com/pinterestingly-enough-interesting-pinterest-stats/45328/

http://expandedramblings.com/index.php/youtube-statistics/#.U58nfy_C4Qs

How Google Search Works

Google search is the dominant search engine on the Internet, with more than 3 billion searches each day. It is very important to have your business information accurate in Google’s search engine.

Google Search takes web pages information and translates them in to search results. Following is a summary of the Google search process with hints for how to improve your business results.

Crawling

Crawlers look at web pages and follow links on those pages. Crawlers go from link to link and bring data about those web pages back to Google’s servers. The crawl process begins with a list of web addresses from past crawls and sitemaps provided by website owners. You can generate your sitemap and ask Google to crawl your site with Google Webmaster Tools.

Index

Google gathers all the pages during the crawl process and then creates an index. The Google index includes information about words and their locations. Google Search looks up any search term in the index and matches with pages available to provide the results. It is very important the correct use of the Tag “Title” of the page. Try to keep the title between 50 and 80 characters. Always use page description meta tags and insert your best keywords in the <head> of the page. Make sure your content is fresh and unique. Use the right structure of the .html page and the appropriate sizes of heading tags. Begin the page with the most important heading <h1> and end with the least important <h6>. Do not forget submit ALT attributes for images, and hyperlinks.

Algorithms

Algorithms are the computer processes and formulas that take users questions and turn them into answers. Google algorithm looks for clues to provide the best answer. The formulas keep changing to provide faster and more relevant results. Web pages data and traffic keep growing and you need to keep updating your site to be competitive and get the best search quality ratings.

Rank

Page rank is an algorithm used by Google Search to rank websites in their search engine results. Google counts the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites. Four very important influencers for page rank are: good content, quantity and quality of backlinks, factors as site speed, keywords in titles, headers, URLs, description, domain, and social media buzz.

Results

Google search results pages include organic search results and often paid advertisements (denoted as “Ads” or “Sponsored”) as well. It is very important that you provide the right clues to Google search to bring your website in a prominent position. Your customers will ask and Google will answer. You need to be part of that answer either in an organic way or paying for ads. Make sure to use all the search terms or keywords that potential customers will use and embed them in your web pages.

Here an example of Google Analytics In Real Life – Site Search.

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Google Webmaster Tools provides you with detailed reports about your pages’ visibility on Google. For more information visit: http://www.google.com/webmasters/

Content Marketing Benefits

Content marketing is the creation and sharing of media and information in order to acquire customers. The intention is communicate valuable information with customers and prospects. The content should provide information that consumers seek, is trustworthy, and is associated with your brand or business.

Now consumers have the power to skip ads more than ever. They access the information, products and services they want anytime they need. The key is to engage with them, educate them, show the benefits of your brand and allow them to interact with your business. You need to craft your content considering your audience’s demographics, marketing goals, niche topics, and social trends. The content marketing should show your expertise.

Content MarketingFor example, two very popular social trends are cooking and health. How can the food industry benefit from this? The brand has the opportunity to showcase their products in a cooking recipe, presenting the health benefits of the product and teach the consumer how to use them. The message must show the benefits, engage and seduce enough of the audience to result in customer actions.

The audience is in command now. You need to know where they are, their preferences, the media channels they use, when they need your content, and -most important- create a fun experience, not a selling speech.

A very good example of a great rollout content marketing campaign is GoPro. They launched this video in the middle of summer targeting young people having fun at the beach. They presents the product and benefits in two minutes, enough time to captivate over 1 million viewers and sell their product worldwide.

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If you need content marketing for your brand write me at: info@ayleenla.com.

Free Online Local Listings

Free online local listings help customers find your business, getting people to your door when it is open, during the right days and business hours. In the past we used other media channels like Yellow Pages and today we have the Internet with many opportunities for you to list important features of your business. This is important now more than ever when more people use social media, search engines, online Yellow Pages, and referral and review sites.

Free Local Listings

Claiming your Free online local listings requires a lot of time and patience. First of all, you have to search for the most popular websites in your community. Second, sign in to the top sites and get your business listed. Include business information such as: location, phone, website, business hours, social media network, links, and logo.

Some free online local listings available are:

  1. Google Places – Google Places provide access to free tools that help your business get online, and be found on Google Search and Maps. And it’s free. More info: http://www.google.com/business/placesforbusiness/index.html
  2. Yahoo Local – Yahoo! Local Listings is an online local advertising system that gives businesses the ability to provide detailed business information. More info: http://search.yahoo.com/local?fr=yfp-t-900
  3. Bing Local – Bing puts your business online for free. You just need to claim your listing by verifying ownership. More info: http://www.bingplaces.com/
  4. Merchant Circle – Focused on connecting busy people with the best local merchants. More info: http://www.merchantcircle.com/corporate/about.html
  5. Mapquest – MapQuest gives local businesses access to 1 out of every 5 people on the web. They allow you to sign up and add your website, hours of operation, photos, and all kinds of information about your business. More info: https://listings.mapquest.com/apps/listing
  6. Citysearch – Citysearch site provides local business listings and user reviews. More info: http://www.citysearch.com/aboutcitysearch/about_us
  7. Manta – Manta helps small businesses profit, connect and grow through the largest online community dedicated entirely to small business. More info: http://www.manta.com/coms2/page_about_manta
  8. Foursquare – Foursquare has millions of business listings, all submitted by customers who go to those places. More info: http://business.foursquare.com/business-tools/overview/

I highly recommend claiming your business and keeping all your business information updated. Online local listings give your business a better opportunity to use specific keywords to gain better search engine rankings. Better search rankings draw more customers to your site.

You also can get paid online local listings. For an annual fee the online listings providers will add your listing in multiple search engines websites. Some popular providers are: Yelp, YellowPages, Craiglist, Angies list, among others.

Don’t wait to claim your Free online local listings that will allow you to connect with more people in your hometown, as well as suppliers and travelers. At the end it is all about reaching more customers so more customers can find your business. And the best of all it is FREE!


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