The Importance of Pre-Site Launch Testing

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With years of operational and technical experience, Justin Bumann reviews with you the importance of testing your site during a pre-launch.

When going through a site launch, it can be very exciting. It’s like getting a new car or house.  It gets people and businesses excited. Though there are many technical fundamentals to keep in mind.  Some of these items include;

Make sure all the site URLs are live and function properly; this seems like a no brainer, but it’s common to find broken links. Links should be tested on both a development server and once it’s been moved to a live status.  Check for all 4xx and 5xx status codes and 302 redirects. Make sure all events are being addressed.

Cross-Browser site testing; This will allow you to confirm your site is performing optimal on all browsers, systems, mobile, etc.  In 2016 Google Chrome shook up the browser space by over taking Microsoft Internet Explorer.  Now Google Chrome is the top used web browser for 2017, but do not forget about such sites as IE, Firefox, and others.  In addition, make sure your site is mobile optimized.

The list of pre-launch items is extensive. Stay-tuned for a follow in to search engine optimization.

 

Photo by Jens Kreuter on Unsplash

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Making Consumer and Data Driven Decisions

img.08312017With years of business analytics and directional modeling experience, Justin Bumann reviews with you the importance of making business decisions based on consumer views and proven data analytics.

It’s common that service and product owners, marketing professionals, and graphic designers develop media campaigns based on their view point, only considering what that individual likes, both as content and visual dynamics.  This is the first issue that arises; yes, these professionals should apply their vision of the service and product, but it’s key to step back and look at it the campaign from a consumer perspective.  How do you feel the consumer will see the creative or message?  Will it resonate with them, not you?  This sounds like simplistic process, but it’s often time overlooked.

As you work toward viewing a campaign from the eyes of the consumers, then develop the campaign with maybe one or two variables and start testing.  As you start testing the campaign make sure your test variables are created equally.

Once the campaign has run its course, let the data guide you to your next steps.  The second issue; Many times, professionals will gravitate again to what they feel will perform best and in their view Variable A will develop the best response, but if the data shows Variable B is the top performer, then this should guide your next decision.

It’s common for even the most experienced professionals to make some of the simplest mistakes.  In summary make sure you are viewing the product or service from a consumer view and let the data guide you in growing your business.

Author: Justin Bumann

Tips for Optimizing Social Media Content

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Social Media Content
Image: forbes.com

In his work as a marketing professional, Justin Bumann carefully studies industry trends to understand which are the most timely and effective. Justin Bumann draws on an in-depth knowledge of search engine optimization (SMO) strategies and the techniques involved in growing an online audience.

Since companies have embraced social media as a way of connecting with customers, the amount of content available has increased exponentially. Now there is more information available than readers can possibly consume. This means that online marketers must carefully target those users likely to show interest, while refining content to be as attention-grabbing as possible.

Content should include effective headlines, formulated in line with industry best practices, which include simple language and a straightforward mention of what the reader will get out of the article. The style of the content should be aimed toward the company’s target demographic, while also communicating the personality that the brand wishes to convey. Perhaps most importantly, however, the post should include a call to action that brings the audience back to the company’s website.

The marketer must then turn toward expanding the post’s reach, as having good content is no longer enough to make a company stand out. Experts recommend placing the content before the eyes of those users who are influencers in the company’s field of interest. Similarly, interactions with other network connections can lead those users’ social media friends to follow a comment or like back to the post in question.

Ultimately, the more users a company interacts with, the more reach it has on social media. Combined with strong content and appealing invitations to take action, this connectivity can significantly spread awareness of a brand.

Benefits of Multi-channel Marketing

 

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Multi-channel Marketing
Image: optimove.com

As a longtime marketing and business development professional, Justin Bumann has experience with a variety of media channels. Justin Bumann uses multi-channel marketing to create a diversified consumer outreach strategy.

Today’s consumers expect to be able to interact with a company in multiple ways. No longer satisfied with the passive viewing of commercials, they visit websites, interact through social media, and otherwise engage as active participants. Multi-channel marketing acknowledges this contemporary trend in a way that maximizes positive participation, providing multiple opportunities for engagement.

Multi-channel marketing allows advertisers to target a particular demographic based on that population’s media use. A mobile message, for example, may be more likely to reach a consumer who is ready to make a purchase decision, whereas a traditional web advertisement may target one who is in the process of conducting research and may respond well to an email offer.

Similarly, multi-channel marketing enables a company to utilize particular platforms in ways that match the behavior and expectations of their users. A Twitter ad, for example, can provide a snappy and engaging 140-character message, whereas Facebook provides the opportunity for a user to more deeply explore the company’s character and mind-set by reading an article or following a blog link. Either channel can allow the consumer to re-blog the content and thus create a sense of personal connection with the company.

Furthermore, because many of the most popular marketing channels are highly measurable, advertisers can determine which are the most effective, and customize strategy accordingly. If a particular media channel is not generating conversions, the advertiser can re-allocate the associated costs into a platform that is performing more effectively.

Tracking Return on Investment in Digital Advertising

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Return on Investment
Image: odoo.com

For more than 20 years, Justin Bumann has developed multi-channel marketing plans targeted at generating strong returns on investment. Justin Bumann uses advertisement performance data to inform the continuing development of each advertising plan.

To make a digital advertising strategy successful, a company must first be able to track the success of each media buy. Many advertisers find this easiest to do with more interactive advertisement types, such as display ads. By assessing available data, a company can determine the percentage of viewers that actively engaged with the content, as well as how many navigated from the ad to the company’s website or a purchase site.

Producers of video content may be able to use similar evaluative strategies, particularly if the video invites a user response. Advertisers can assess click-through rates, as well as the percentage of those who watched the video to full or partial completion and the amount of time that viewers spent with the content.

Companies can also track return on investment by evaluating indirect data. One technique is to search for mentions of the company on social media, so that the advertiser can see if positive mentions increased after the advertisement ran. Similarly, some companies check web traffic numbers both before and after the introduction of the advertisement, to see if users are entering the address into search bars rather than clicking through directly.

The same type of assessment can support an accurate ROI evaluation for companies that run native advertising, defined as informational and promotional content presented in the form of an article. Those who purchase banner ads and other programmatic advertising may benefit from similar techniques, whereas investors in pay-per-click and search approaches tend to receive more information from conversions and direct clicks.