Archiv für den Monat: März 2020

Wir Modellbahner – Visuelle Identität und Imagekampagne

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Mit einer crossmedialen Kampagne stieß papa tom den seitens des Deutscher Verband der Spielwarenindustrie e.V. (DVSI) gewünschten Imagewandel des Hobbys Modellbahn an. Das Ziel: anstecken, überraschen, Stolz, Begeisterung für das Hobby hervorrufen und motivieren, wieder oder neu einzusteigen. Zentrale Bausteine der Offensive sind neben dem Film Print-Werbung, Social Media mit eigenen Youtube- und Instagram-Kanälen und eine gemeinsame Community Website für Content aller Arten.

Wie lässt sich nun die Marke auf den kleinsten Nenner bringen, ohne an Identität einzubüßen? Wie schafft man es, auf kleinstem Raum und auf unterschiedlichsten Medien einheitlich, pragmatisch und unverkennbar zu kommunizieren? Indem man das Wesentliche einzigartig macht: die Schrift. papa tom schafft eine Markenidentität, die im geschriebenen Wort wiedererkennbar ist.

Papa Tom


Guide to get started with your ecommerce business

In a continued effort to slow the spread of COVID-19, local and state governments have issued orders for nonessential businesses and establishments to close their doors. These orders, combined with the lack of consumers making their way into physical stores, have had a major impact on small businesses across the country. Many brick-and-mortar small businesses have determined the only way to stay open and serve customers is to transition operations to online ecommerce business, which is something several businesses will do for the first time.

For brick-and-mortar businesses suddenly struggling to figure out how to bring their stores online during this unprecedented time, there are several key considerations. Here are six steps that can be taken to quickly establish an ecommerce business presence and continue reaching customers.

1. Set up an online platform

The first step for any business owner considering ecommerce is to research the platforms available to determine which best fits the needs of your business and your budget. There are a number of cost-efficient ecommerce providers that allow small businesses to get up and running in a matter of minutes. You can check out a full list of the ecommerce providers Avalara works with.

When evaluating ecommerce platforms, there are a number of factors to consider, including multiplatform operations, shipping and fulfillment features, security measures, and compliance capabilities. If your business is transitioning to online for the first time, simplicity in functionality both on the back end and customer-facing features will likely be top of mind. Most ecommerce platform providers have several different plans designed to best fit your business. A good rule of thumb when deciding which plan is best for you is to keep in mind the following:

  • How many products do you plan on selling? If you’re not planning to sell a lot of products, a simpler plan with lower rates may be suitable. There is no product limit for many providers‘ main plans.
  • What features do you need? If you’re looking to have a site that enables customers to view your products and make purchases, a simpler plan is likely the best fit. However, many businesses find it’s beneficial to include additional features that contribute to positive customer experiences, like customer loyalty plans, abandoned cart recovery, and more.

Note that during this time, your business may not have the luxury of conducting extensive research on multiple platforms, and instead may need to rely on something that works now. Fortunately, there are providers that offer out-of-the-box functionality that will enable you to get your basic store up and running quickly.

“For business owners who have invested their energy into building lasting physical storefronts, the process of moving online doesn’t have to be intimidating, even when the future of your brand relies on your ability to launch and drive online sales. Ecommerce platforms, like BigCommerce, are designed with out-of-the-box functionality and application integrations to ensure that even the most novice sellers can get their stores online quickly, and offer the tools to help their business grow now and for years to come. In these uncertain times, having an online presence is an essential way to stay connected to your customers and continue driving revenue. While it may feel overwhelming to move online so quickly, this an easy business decision that will pay long-lasting dividends.”

— Meghan Stabler, VP of Product Marketing and Communications, BigCommerce

Once you’ve identified a platform that works best for you, the next step is to register your domain name and get your account set up — all of which can be done from any connected device. Once you’re in, it’s time to start customizing the features of your website, which begins in step #2.

2. Determine which products you’ll sell online

Given the necessary timeliness of your efforts to transition store functions to ecommerce, it’s important to prioritize which products you’ll be selling online, so your most profitable and in-demand products are available for purchase as you launch your website. It can feel like you need to have every product in your store available immediately, but by prioritizing the most popular products first, you can get your online operations up and running then begin fulfilling orders while adding additional inventory.

3. Diversify your payment methods

Setting up your accepted payment methods is a crucial part of converting a browser into a buyer. Consider which payment methods are the most commonly used and accommodate the largest number of customers. Fortunately, most ecommerce providers offer integrations with the most common payment methods like Visa, Mastercard, PayPal, Apple Pay, and more. If you’re still unsure of which payment methods you’ll need to accept, a good rule of thumb is to incorporate the same payment methods you offer through your in-store point-of-sale system.

4. Set up your shipping and returns functions

Once you’ve outlined your products and set up payment methods, the next step is to ensure you can get products to customers. Shipping, fulfillment, and returns can be a major roadblock for many small businesses making the transition from brick-and-mortar to online. A key feature that should be included in your ecommerce platform capabilities is shipping options, including drop shipping, printable shipping labels, and pre-setup shipping providers.

If you’re fulfilling orders yourself, consider using a shipping app like ShipStation, which helps automate shipping for merchants of all sizes, and offers small businesses discounted shipping rates with USPS, UPS, and FedEx.

If you’re concerned about how to fulfill orders or that your current warehouse might be unable to fulfill orders, consider using an outsourced provider, like ShipBob, which processes orders for thousands of ecommerce brands. It’s also worth pointing out that your storefront can serve as a temporary fulfillment center during this time: It serves the dual benefit of getting the product to your customers quickly while simultaneously ensuring all that in-store inventory doesn’t go to waste. This is a model that works quite successfully for big-box retailers like Target.

Shipping costs are often something brick-and-mortar retailers haven’t had to consider when it comes to pricing, so be mindful of a product’s shipping cost and be sure it’s clearly displayed in the shopping cart. Be transparent about shipping costs throughout the shopping experience and avoid the risk of having customers abandon their cart if they discover a shipping cost “gotcha” at checkout.

5. Plan your online marketing strategy with social media

Perhaps one of the most important steps in this transition is communicating how your business will now be selling. This is where social media posts and advertising come into play to be certain that customers are in the know about your online strategy. On the upside, most brick-and-mortar shops are already using social media to market to their customers. However, it’s critical that businesses over-communicate the change in operations to ensure regular customers are aware of the new selling channel, and to capitalize on the expanded customer audience you can now reach.

Social media can be used to promote your new online presence and as a platform to advocate for your business’s distinguishing factors and unique value-add. Use this opportunity to tell your story and highlight the characteristics that make your small business stand out to consumers. Not only are consumers turning to social media to learn where they can continue making regular purchases during this time, but they’re especially inclined to support small businesses.

Another option, when using social media, is to go beyond your marketing efforts and consider using social selling platforms as a complement to your newly formed online store. In today’s social network-driven society, social media platforms are no longer just an avenue to increase brand awareness, but an opportunity to connect with customers and make sales in the social threads customers are already sifting through.

Comment selling platforms, like CommentSold, are blending content and commerce to convert social media comments into sales and automatically invoice shoppers from their social media timelines. By leveraging this method of “headless commerce”, or separating the front end and back end of an ecommerce application, businesses can easily combine their social media marketing and online selling for quick sales conversions and limited friction throughout the browsing and shopping experience. Through social selling capabilities, businesses can save customers the time they would otherwise have to spend sifting through websites to find the items that best fit their wants and needs.

“Captivating shoppers online can be increasingly difficult as more businesses turn to online during this time, so reaching customers where they are is more important than ever before. Social selling platforms allow retailers to connect directly with customers via live video and product content on Facebook and Instagram. Creative tools, like instant comment purchasing and real-time live sales events, can help retailers grab and keep their online customers‘ attention.”

— Andy Smith, COO, CommentSold

6. Preview, test, and publish your store

The final step to bringing your store online is to ensure every function of your site is operational. Double-check each function by asking yourself these questions:

  • Does my checkout work? Make sure orders work across all payment methods, your shipping options and charges are correct and visible, the items and price in your cart are correct. Check if discounts/promotions apply correctly and tax is calculated once shoppers enter their location. While often overlooked, ensuring sales tax is calculated correctly in real-time is critical to maintaining a positive shopping experience, and also helps prevent your business from being at risk of tax audits down the road.
  • Is the content presented in a professional manner? Proofread all copy and double-check that spelling and grammar are correct across the website. It’s also important to check images, videos, and other forms of multimedia across platforms to make sure they don’t interfere with the customer experience.
  • Does my store work on various channels and internet browsers? Consumers want to access products online whenever they choose from whatever device they are on. Testing your online site for functionality across channels is important to ensure that you’re not turning away potential customers who are unable to access your site.

At a time when more and more small businesses are at risk of closing their doors due to uncontrollable circumstances, ecommerce provides a viable alternative that, if executed on quickly and decisively, allows business owners to keep their operations up and running. Small businesses can take advantage of this unexpected time to explore new selling opportunities and ways to further serve their customers — something they might have otherwise not had the opportunity to do. Fortunately, the technology that exists today allows even the smallest of businesses to quickly ramp up online operations, reaching a broader audience, and incorporating all the necessary functions needed to provide a comprehensive, frictionless online shopping experience.

Content courtesy of Avalara.

Feel free to leave your questions and experiences in the comments section below.

The post Guide to get started with your ecommerce business appeared first on Search Engine Watch.


6 Tips to Keep B2B Marketing Teams in Rhythm While Working Remotely

Remote Team Rhythm Image

In these unconventional times, many work teams are grappling with an unconventional dynamic: fully distributed personnel and remote collaboration. This setup presents a number of challenges, but thankfully we live in a time where technology makes it easier than ever to stay connected and tightly aligned on our work.

For B2B agencies like TopRank Marketing, this has always been a point of emphasis. In servicing clients from around the globe, we’re accustomed to communicating across distances, borders, and time zones. We occasionally have our own team members work from home, and in fact, we have a few who do so full-time.

While having everyone in the organization work remotely is uncharted territory for us, our built-in comfort with digital collaboration gives us a head-start, and has allowed us to hit the ground running with minimal disruption to our programs and workflows.

To help other remote teams that might be trying to find the right rhythm and maximize their collective productivity, I thought I’d share a few practices and discoveries that are helping us stay close virtually, even as the circumstances of life push us apart.

How Team TopRank Maintains Tight Collaboration Remotely

Tailor Your Toolset to Your Team

As mentioned, there is a wide range of different tools and software available to power remote collaboration. Some of the common mainstays, like Slack* and Zoom, need no introduction. There are plenty of others out there with specific capabilities that might be suited to your team’s needs. Here’s a list from ProofHub arranged into several different functional categories.

Above all, I encourage business leaders to solicit input and feedback in making these selections. The biggest key is identifying tools that people actually like using. Review the usage rates for your existing tech stack. If certain software isn’t being uniformly engaged with, or is surfacing a lot of frustration, there’s no better time to step back and reevaluate.

Unsolicited plugs for a couple of our clients, whose offerings can be very useful at a time like this:

  • Sococo provides a “virtual office” platform that recreates the dynamic of happenstance workplace encounters and productive chats at the water cooler.
  • is a highly visual and intuitive work operating system, which employees tend to really enjoy using. As mentioned, that’s critical.

[bctt tweet=““Review the usage rates for your existing tech stack. If certain software isn’t being uniformly engaged with, or is surfacing a lot of frustration, there’s no better time to step back and reevaluate.” @NickNelsonMN“ username=“toprank“]

Focus on Details and Documentation

Not only is it important that your tools get used, but right now it’s vital they get used to the fullest. At TopRank, our work runs through a project management system, and I’ve noticed teammates making concerted efforts to attach client docs, source materials, and comprehensive information into the tasks themselves. As a content writer, it makes a big difference when I can find everything I need in one place, because it’s no longer as simple as walking to an account manager’s desk 10 feet away to ask a question.

Jump on the Phone Post-Meeting

While technology makes it easier to communicate and collaborate from afar, there are certain subtleties and productive habits that can be overlooked in the transition. As one example, when teammates and I hold a client meeting in the office, we’ll almost always stay in the room to debrief afterward, discussing takeaways and next steps.

One way we’ve replicated this action remotely is by using the Slack Call functionality, which enables you to quickly spark an impromptu conference call straight out of the Slack app. Since we already have our client teams arranged into channels on Slack, all it takes is one click to get all relevant parties on the line for a quick post-meeting rundown.

Rely On One Another for Knowledge-Sharing and News Updates

If you find yourself constantly distracted by scanning headlines and refreshing your preferred news websites, you are not alone. Being in the midst of an ongoing global health crisis adds a unique disruption factor to the situation at hand.

One way we’ve countered this at TopRank is by creating a #covid-news channel in Slack, where teammates can share updates they come across about the pandemic and its ripples that might impact our lives, our clients, or the business world at large. Knowing that I’ll get a notification whenever something new gets posted on that channel makes it easier for me to unplug from the Google News feed and stay focused on my work.

Get Faces On-Screen

It’s easy enough to hold conference calls when people are working remotely, but I highly recommend using apps like Zoom and Google Hangouts with video-conferencing capabilities, and urging everyone on the team to turn on their cameras. Seeing the faces of my coworkers really helps diminish feelings of isolation and disconnection that can be inherent in a scenario such as this.

Don’t Forget About Team-Building and Socialization

I’ve talked a lot here about ways we stay centered on our work, and that’s of course very important. But don’t let recreational team experiences fall by the wayside. Strengthening the overall cohesiveness of your various people through bonding exercises is maybe more essential than ever.

Virtual happy hours are gaining a lot of popularity as a way for folks to ramp down and relax together after working all day. Consider also scheduling some fun and leisurely team activities during work hours here and there. There are plenty of games that can be played remotely while creating a feeling of togetherness. I recommend the Jackbox Party Pack series, which features all sorts of fun mini-games and allows everyone to participate from their own device. Our team delved into a round of Quiplash during a recent Friday meeting, and we all enjoyed several laughs while getting a chance to appreciate the creativity and cleverness our colleagues bring to the table.

Go the Distance with Remote Collaboration

It’s all too natural to get caught up in the stress, anxiety, and overall downside of what’s taking place in the world right now. Because of this, I find myself striving to find positives and silver linings. They really do exist. If we can all find ways to stay connected and collaborative during these challenging times, I know we’ll be able work together — with clients, colleagues, and peers — more effectively than ever once things return to a state of normalcy. We might even find ourselves with a few newfound efficiencies that stick.

TopRank Marketing’s Social & Content Manager, Lane R. Ellis, is one of the aforementioned agency team members who works remote full-time, hailing from the northern reaches of Minnesota. He shared with me this sentiment that, I think, encapsulates the upside of a tough situation:

„I think if we’re open to it, our shared pandemic experience offers up a sizable opportunity in our lives — to reflect on what is truly important to us and how we work, to make positive changes that may until now have been perennially postponed, and to grow both our capabilities and our compassion in business and in personal life. It’s also a time to listen, and to be especially sensitive to your professional associates, your business teammates, and most of all to your family and friends.”

Well said, sir.

For more insight about navigating this unprecedented event as a marketer, check out my recent post on how authentic content can build brand trust during uncertain times.

The post 6 Tips to Keep B2B Marketing Teams in Rhythm While Working Remotely appeared first on Online Marketing Blog – TopRank®.


Nine tactics to improve your PPC campaign performance in 2020

Over the past few years, PPC or Pay-per-click advertising has turned out to be a promising online advertising solution for businesses of all types.

In the digital era, this type of advertising has a significant impact on the success of an online business. Not only PPC ads improve your brand awareness, but they also boost sales. Even Google confirms that search ads can raise brand awareness by 80%.

If you’re responsible for the success of PPC campaigns with an organization, but not getting enough out of this advertising platform, this post is for you.

We will be sharing a few fantastic tips that will significantly improve the performance of your campaign, but before that, let’s have a quick look at what precisely a PPC is. If you already know, you can skip this section.

Unlike most online advertising platforms, PPC is known to provide better control over your advertising costs as it enables you to analyze your ad performance in real-time.

Nine tactics to supercharge your PPC campaign performance

1. Have a well-defined goal

Until you have a clear and measurable goal, you can’t optimize your PPC campaign appropriately. Remember, your goal is the baseline of your optimization process. If you don’t have a proper road map to follow, you won’t reach anywhere. First of all, you need to determine what you want to achieve from your paid search ads. Depending on your business needs, your goal could be:

  • Getting traffic to your website
  • Improving sales
  • Getting subscribers or downloads

Always set clear and realistic goals. They should inspire your entire team to work toward the accomplishment of your company’s goals.

2. Use the high-performance keyword

In any PPC campaign, it is crucial to choose the right keywords. Although Google provides you with a tool to create a keyword list based on your website analysis, to ensure the success of your campaign, you must choose the keywords that have a high CTR.

Check the performance of keywords before including them into your ad copy. Choose the ones with supreme performance.

If your audience resides in a different geographical location, it is advisable to use a VPN service to find out which keywords are ranking on their territory. A VPN can help you adopt an IP address of a specific location and surf the internet like a local. Though there are plenty of VPN options available, choose it wisely as not all are the same in terms of quality. You may read the Kodi review if you want to invest in an affordable VPN service.

3. Optimize the quality of keyword (keyword score)

One of the primary reasons most PPC campaigns don’t get the desired One of the primary reasons most PPC campaigns don’t get the desired results is, they have too many keywords. According to the Digital Marketing Institute, an average PPC campaign produces all of its sales from only 12% of its keywords. So, avoid keyword overloading. Instead, your aim should be improving the keyword quality score. Three of the primary factors that determine the quality of your keywords include:

  • The relevancy of your keywords to your ad copy
  • Click-through rate (CTR)
  • Landing page experience

Here are some tips to improve the quality score of your keywords

  • First of all, check out whether or not your ad copy is properly lined up with the search objective of your keyword. You should focus on creating headlines that are relevant and can hit the pain points of your target audience.
  • Figure out the number of clicks your selected keywords receive. Keywords with high CTR will help you generate traffic, which can improve your conversion rates.
  • You can use DTR (Dynamic text replacement) feature to match your ad’s keyword with the content of your landing page. It will help you show personalized content to your audience for each ad.

4. Create a list of negative keywords

Negative keywords can save your campaign budget to a large extent as it prevents your ads from being triggered by inappropriate searches. These keywords help you avoid undesired traffic hitting your bank. For instance, if you deal with iPhone only, but your ads are being displayed to iPod, iWatch, and more that you can add those keywords into your negative keyword list.

5. Write engaging ad copy

Ad copy plays a significant role in determining the success of your campaign. So, put all your efforts into making engaging ads.

Check out some quick tips to write outstanding PPC ads:

  • Since you’re restricted with a character limit, you need to write convincing ad copy while staying in the character limit. Your ad copy should clearly state about your USP and why people should choose you over your competitors
  • Try to be as relevant as possible. As mentioned above, line up all your ads with their respective landing pages and keywords
  • Create attention-grabbing headlines
  • Don’t forget to add a compelling call-to-action
  • Consider using power words such as Instant, Hurry, Exclusive, Free, Today Only, and more

6. Utilize remarketing

A high bounce rate is a common scene in PPC marketing. Well, remarketing is an ideal way to capture those missed opportunities. You can use it re-capture the attention of prospects who are still in the awareness phase. Remarketing enables you to show targeted ads to users who have already viewed your products or services. There are plenty of ways you can boost the performance of remarketing to increase your conversion rates and return on investment. For example, you can try out different lead magnets, work with famous influencers in your specific niche, and more.

7. Use ad extensions

Add extensions are an ideal way to disclose extra information about your product or service. There are two types of ad extensions: 1. Manual Ad extension and 2. Automatic Ad extension

A manual ad extension is a customizable extension that further has many extension types such as site link, location, call, review, call out, etc. On the other hand, automatic ad extension works automatically. Similar to manual ad extension, it also has several types such as customer rating, the previous visit, dynamic site link, and more.

8. Optimize your campaigns for mobile users

Today, when around 45.12% of the global population uses a smartphone, you can’t neglect mobile users when creating your PPC campaign. Make sure your landing pages are mobile-friendly so that you can get the maximum benefit out of your campaign. Give more attention to short-tail keywords as mobile users do not prefer to type in long search queries. You should also look for ways to reduce typing.

9. Keep track of your PPC campaign

To ensure the success of your campaign, you need to monitor it regularly. Some new marketers don’t spend adequate time to trace their campaign, which is another primary reason some PPC campaigns fail.

Don’t overlook the importance of constant monitoring as it will help you gain valuable insights into the performance of your campaign. If you’re using Google Ads, Google analytics should be a convenient tool for you.

However, if you want to improve its efficiency, you can invest in an automation solution that is capable of offering closed-loop reporting. If you can automate your Google Ads reporting, you can quickly find out crucial information that you can use to create robust marketing strategies and enhance the performance of the PPC campaign.

No matter what the shape and size of your business is, PPC advertising can help you gain higher visibility on search engines and boost conversion. However, to ensure your campaign is working as per the plan, you need to follow specific steps. In this post, we made you familiar with expert tips that will surely take your marketing campaign to the next level.

Share your thoughts and questions in the comments below.

Roman Daneghyan is a social media marketing, content marketing, link building, and SEO specialist. He has been featured on Forbes, CrazyEgg, and Upwork. Roman can be found on Twitter @roman_daneghyan.

The post Nine tactics to improve your PPC campaign performance in 2020 appeared first on Search Engine Watch.


Immo-Monitoring Illustrationen

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Das Immo-Monitoring ist eine umfassende Publikation zum Schweizer Immobilienmarkt.

In meinen Illustration lasse ich zwei gegensätzliche Perspektiven nebeneinander existieren. Der Raum als solche wird aufgelöst. Oben kann unten sein und unten kann oben sein. Auf dem ersten Blick ist es für die Wahrnehmung verwirrend, unklar, aber beim genauen Hinschauen eröffnen sich viele Räume in einem Raum, viele Perspektiven ergeben sich aus einem Blickwinkel. Die unendlichen Möglichkeiten – oder geht es darum das Widersprüche miteinander koexistieren können? Das Unmögliche durch unmögliche Formen leben zu lassen. Das war meine Motivation. Erstanden sind 30 Motive.