BigWing Interactive » Blog http://bigwing.com Wed, 25 Mar 2015 20:06:33 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 What You Need to Know About the Upcoming Google Mobile Update http://bigwing.com/blog/need-know-upcoming-google-mobile-update/ http://bigwing.com/blog/need-know-upcoming-google-mobile-update/#comments Wed, 25 Mar 2015 20:06:33 +0000 http://bigwing.com/?p=1059 Google recently announced that they will start looking at mobile usability when ranking websites in mobile search, meaning that websites without a pleasant, easy-to-use mobile experience may have a harder time showing up for searches performed on mobile devices. Here’s what you need to know: Why the Change? It’s very rare for Google to alert... View Article

The post What You Need to Know About the Upcoming Google Mobile Update appeared first on BigWing Interactive.

]]>
Google recently announced that they will start looking at mobile usability when ranking websites in mobile search, meaning that websites without a pleasant, easy-to-use mobile experience may have a harder time showing up for searches performed on mobile devices. Here’s what you need to know:

Why the Change?

It’s very rare for Google to alert webmasters to a coming change before implementing it, so we can assume that mobile-friendliness is something that Google is taking seriously (and wants website owners to take seriously as well). People are using mobile devices such as smartphones and tablets to browse the web with increasing frequency, and it won’t be long until mobile web traffic overtakes traffic from desktop and laptop computers.

mobile web traffic

When someone searches on a mobile device, the mobile-friendliness of the site they land on has a big impact in how useful the result is to them. It doesn’t matter if the page has all the information the user is looking for – if that information is hard to read on the screen they’re using, and if the website is hard to navigate using a touchscreen, they still won’t have a good experience.

With this in mind, Google is going to start prioritizing mobile-friendliness as a ranking factor for mobile searches. If your site isn’t mobile-friendly, you have the potential to lose a lot of organic search traffic.

How to Tell if Your Website is Mobile-Friendly

Google has already started rewarding websites that have good mobile experiences by giving them a “Mobile-friendly” label in mobile search results:

mobile-friendly snippetA simple test is to do some searches for your top-ranked keywords using a mobile device and see if the “mobile-friendly” label is applied. If you see it, you’re in good shape.

When looking for the mobile-friendly label, remember that mobile-friendliness is assessed for individual pages, not the site as a whole: just because one page on your site gets the mobile-friendly label doesn’t mean your whole website is good to go. Be sure to check your home page as well as other top traffic-driving pages on your site.

Google has also released a mobile-friendly testing tool, which you can find at https://www.google.com/webmasters/tools/mobile-friendly/. Paste in any URL from your site to see if that page passes Google’s mobile-friendly requirements, and get advice on how to fix any mobile usability issues.

If you have Google Webmaster Tools on your site, you can also check the Mobile Usability report under Search Traffic – but be aware that the data in that report only gets updated when Google re-crawls your site, so it may not be the freshest.

Of course, if you’re a BigWing client, your Project Manager and SEO Specialist will be in touch about any changes you need to make.

Making a Mobile-Friendlier Site

If you do see some mobile usability alerts in the testing tool or Google Webmaster Tools, you’ll notice that they fall into four main categories. As Google put it:

“A page is eligible for the “mobile-friendly” label if it meets the following criteria as detected by Googlebot:

  • Avoids software that is not common on mobile devices, like Flash
  • Uses text that is readable without zooming
  • Sizes content to the screen so users don’t have to scroll horizontally or zoom
  • Places links far enough apart so that the correct one can be easily tapped”

After eliminating Flash and other plugins not usually found on mobile devices, the best way to tackle the other three items is to make sure your site is responsive: that it changes based on the size of the window it’s being viewed on. As the window gets smaller, responsive sites make sure that text content wraps, to avoid horizontal scrolling; fonts get bigger, to enhance readability; and navigation elements get larger and farther apart, so users don’t accidentally click the wrong links.

If you’re interested in a more technical explanation, check out this resource from Google Developers.

How Concerned Should You Be?

The impact of this update to your site will depend on how much mobile traffic you’re getting – but even if mobile traffic only contributes 20% of your total traffic, losing that traffic would be a big blow!

What’s most important is that your home page and other high-traffic pages pass the mobile-friendliness test. If Google Webmaster Tools is showing errors on deep pages that don’t get a lot of traffic, you may not need to rush around trying to fix them before the update.

If those high-traffic pages have mobile usability problems, though, you should try to fix them ASAP! Google has said that mobile-friendliness is a binary – either your page is mobile-friendly or it isn’t – so try to fix as many issues as you can.

Mobile traffic is only going to grow and be a higher percentage of your traffic, so this is a good time to make sure your site is as mobile-friendly as possible.

The post What You Need to Know About the Upcoming Google Mobile Update appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/need-know-upcoming-google-mobile-update/feed/ 0
Meet & Eat: Best Business Lunch Spots in Downtown OKC http://bigwing.com/blog/downtown-okc-best-business-lunches/ http://bigwing.com/blog/downtown-okc-best-business-lunches/#comments Tue, 17 Mar 2015 21:07:57 +0000 http://bigwing.com?p=776&preview_id=776 Breakfast may be the most important meal of the day for many people, but a casual business lunch can be the most important meal of the day for the downtown crowd. It is an opportunity to see and be seen, meet new people, and bond with coworkers on a level that can’t be reached within... View Article

The post Meet & Eat: Best Business Lunch Spots in Downtown OKC appeared first on BigWing Interactive.

]]>
Breakfast may be the most important meal of the day for many people, but a casual business lunch can be the most important meal of the day for the downtown crowd. It is an opportunity to see and be seen, meet new people, and bond with coworkers on a level that can’t be reached within the office walls. Luckily for my cohorts at BigWing Interactive, we are now part of the downtown OKC district where lunch options have us surrounded.

We have only been downtown for about a month, but there are already a few repeat lunch spots that have become immediate favorites. Here are a handful within a short walk from our Main Street office:

The Urban Taco Shop

Small-Burrito

The Urban Taco Shop has a laid-back feel to help you unwind for a short break in the middle of the day. Just walk in, make the tough decision of whether to go with a couple of delicious tacos, a big ol’ burrito, masterfully crafted nachos, or maybe one of each! Even though you will most likely become miserably full after doubling up on menu items,  you won’t regret it because of the reasonable prices. The Urban Taco Shop has the prices to keep any budgeting businessperson happy and full.

Café 7

small-menu

Café 7 is the perfect place to go if you are A) on a budget, and B) there is a picky eater in the bunch (there always is). They have a wide variety of options that are all around the $7 mark. Seriously. You can get heaping bowls of pasta, a personal pizza, ridiculous salads, Cubans and Reubens, oh my! Somehow, I have resisted the urge to grab any/all of the lovely baked goods that sit at the counter and stare you down while you order, small-drinkbut I know I will break down soon and be happier for it.

Also, I don’t know what the heck they do to their Diet Pepsi, but it is the best Diet Pepsi I’ve ever had. Maybe they just serve the regular Pepsi out of the diet spout and I am none the wiser. Who knows?

Nebu

small-nebu

It’s not your typical cafeteria. Nebu in Devon has a boatload of great food options at reasonable prices. Recently, they even ran a 20% discount on Fridays for people who work downtown.

Want pastries? Nebu has ‘em. Want seafood? Nebu’s got it. Want a fresh salad and no guilts? Nebu has you covered. Want to destroy a burger and fries? Nebu can handle that, too. Nebu has the everyday working person covered for a lunch on the go. Nebu emphasizes speed, as well as quality, better than any downtown lunch spot I’ve been to (so far). Get in, eat well, and get back to work! I am pitching this as the new Nebu slogan.

Get out of the office and get some grub!

Don’t want to take my word for it? Good. Get out and walk around. The sun is (hopefully) shining, the birds are chirping, and your coworkers want to get to know you over a solid meal that won’t break the bank. Give one of these three joints your business, and be sure to check back with us periodically for a new list of downtown lunch spots to try. Heck, we may even take a five-minute walk to Bricktown and see what kind of gems we can find.

The post Meet & Eat: Best Business Lunch Spots in Downtown OKC appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/downtown-okc-best-business-lunches/feed/ 0
Google Breakfast: Exploring the Digital Marketing Frontier in Colorado Springs http://bigwing.com/blog/google-breakfast-exploring-digital-marketing-frontier-colorado-springs/ http://bigwing.com/blog/google-breakfast-exploring-digital-marketing-frontier-colorado-springs/#comments Tue, 10 Mar 2015 15:57:44 +0000 http://bigwing.com/?p=925 Colorado, 1858 – the Pike’s Peak Gold Rush was on, and enterprising pioneers flocked to newly-formed Colorado Springs to find their fortune. Railroads were critical to the growth of Colorado Springs and the American West, just as digital marketing is critical to connecting businesses to their audiences. BigWing took to the road last week to... View Article

The post Google Breakfast: Exploring the Digital Marketing Frontier in Colorado Springs appeared first on BigWing Interactive.

]]>
CO Springs Google Breakfast

Colorado, 1858 – the Pike’s Peak Gold Rush was on, and enterprising pioneers flocked to newly-formed Colorado Springs to find their fortune.

Railroads were critical to the growth of Colorado Springs and the American West, just as digital marketing is critical to connecting businesses to their audiences.

BigWing took to the road last week to help more than 100 business leaders strike gold in the modern digital marketing frontier. Our experts led our second Google Breakfast, helping small businesses learn to effectively manage their search engine marketing and social media.

Our friends from Google joined us to talk about Google AdWords, and how paid search can benefit businesses, and BigWing staff spoke about the different areas of content marketing and took questions from the audience.

As we host these community events, we’re hearing several common questions about search engine marketing and social media. Our experts, Marilyn Hoeffner, Sarah Hoffman, and Bill Martin, tackled these important issues.

How much will it cost to advertise in my vertical and geographic area?

Bill Martin, our SEM Manager, finds that many business owners and marketing staff are looking for an easy, standard recommendation for pricing. Unfortunately, he said, it’s not that simple.

“This question is almost impossible to answer without looking at your specific environment and performing the necessary keyword research,” he said.

This is precisely why Google recommends using one of their partner agencies to manage your paid search campaigns. It can be difficult for a small business owner to know exactly what to look for, and how to target their campaign for the best and most cost-effective results.

For more information about why paid search seems deceptively easy, but isn’t, consult this blog post from Martin.

Between Google and Bing, who has the greater market share? Should I be advertising on both?

You should definitely be advertising on both platforms. While Google owns the lion’s share of the paid search market (65%), Bing holds more than a third, with 35% of the market, and is the default search engine for many users. Failing to market to those users will leave a significant portion of your target audience in the cold.

Do I need to be on every social media platform?

In a word, no, said Hoffman, BigWing’s Social Media Manager.

“Your business has a specific message for a specific audience, and it’s important you choose your social networks to match your business goals and the needs of your customers,” she said.

Facebook is still the most popular social media platform and serves as the foundation for most social media campaigns, primarily because of its audience size and its refined ad targeting options.

It’s important to devote time and energy on the two or three platforms that will provide the best ROI instead of trying to have a less well-developed presence on every platform.

Should I link my Facebook and Twitter accounts?

The answer to this one is an extension of the last. If you’re specifically targeting your audience, you should tailor your content to each platform you’re on.

One reason is logistics: a tweet is only 140 characters long, so if your Facebook post exceeds that limit, the linked tweet will be shortened, and some of your message will be lost.

This contributes to a second problem – poor experience for your user. “Your brand is made up of every experience your customer has with your company, including your different social media platforms. If you’re not meeting the needs of your audience on each platform, you’re giving them a poor interaction with your brand,” Hoffman said.

Why is content marketing and SEO so important for traffic and conversions?

Hoeffner led a session on the importance of SEO and Content Marketing, highlighting the power of both to improve ranking, drive traffic, and convert sales.

As Hoffman noted, your brand is the sum total of every experience your audience has with your company. Search engine optimization and content provide more opportunities to interact with your brand. SEO connects your brand with the people who are searching for your products and services. Content marketing connects that audience with the information they need to make a purchasing decision.

“You can have the best message in the world, but if you’re not getting in front of your customers, it won’t help you drive more sales,” she said.

The post Google Breakfast: Exploring the Digital Marketing Frontier in Colorado Springs appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/google-breakfast-exploring-digital-marketing-frontier-colorado-springs/feed/ 0
Bringing Offline Marketing Online (Panel Discussion) http://bigwing.com/blog/lift-digital-marketing-sessions-bringing-offline-marketing-online/ http://bigwing.com/blog/lift-digital-marketing-sessions-bringing-offline-marketing-online/#comments Tue, 10 Mar 2015 14:27:36 +0000 http://bigwing.com/?p=930 Lift Digital Marketing Sessions Date and Time: April 16th, 2015 9:00am – 10:00am Synopsis: The digital marketing industry has spent much of the past decade helping businesses to transition their traditional branding, marketing and public relations efforts into the online sphere.  There’s so much change happening and knowledge needed that it may be time to... View Article

The post Bringing Offline Marketing Online (Panel Discussion) appeared first on BigWing Interactive.

]]>
Lift Digital Marketing Sessions

Date and Time:

April 16th, 2015
9:00am – 10:00am

Synopsis:

The digital marketing industry has spent much of the past decade helping businesses to transition their traditional branding, marketing and public relations efforts into the online sphere.  There’s so much change happening and knowledge needed that it may be time to take stock.

We’ve assembled a panel of experts in branding, social media and PR from some of Oklahoma City’s best regarded agencies and companies to help answer the question, “How do I turn my offline marketing efforts into a successful online marketing strategy?”

Speakers:

Michael Hoang, KM MarketingMike Hoang, KM Marketing LLC:
Mike Hoang is the owner of KM Marketing in Oklahoma City where they focus in digital marketing. They specialize in working with local small to medium sized businesses and partner with over 15 companies in web development and social media. Their work on social media has been showcased on international publications on best practices on marketing. Mike is a on the board of directors for OKC Social, an ambassador for the Oklahoma City Chamber of Commerce, and a member of Leadership OKC’s LOYAL class X.
Follow Mike on Twitter: @mikelhoang

Taylor Ketchum, Jones PRTaylor Ketchum, Jones PR:
Taylor serves as the Integrated Media Manager and Senior Account Executive for Jones Public Relations, managing the consumer marketing accounts, along with the agency’s digital and social media activities. Taylor began her career at Jones PR in 2011. Over the past three and half years she has worked in media relations, social media development and management, community relations and event planning, in the entertainment, technology, public affairs, non-profit and retail sectors. Taylor leads the agency’s consumer and entertainment clients like Verizon Wireless, Harkins Theatres and Armstrong Auditorium.

Taylor graduated from Oklahoma Christian University with a BS in Mass Communications, Public Relations & Advertising. During her free time Taylor enjoys reading, crafting, sewing and helping her husband who coaches soccer at a local high school in OKC.
Follow Taylor on Twitter: @taylorgketchum
Connect on LinkedIn: https://www.linkedin.com/in/taylorgketchum

Ruth Burr Reedy, BigWing InteractiveRuth Burr Reedy, BigWing Interactive (Moderator):
Ruth Burr Reedy is an SEO Manager with BigWing Interactive, where she drives SEO and inbound marketing strategies. Formerly the Inbound Marketing Lead at Moz.com, she has been working in SEO since 2006 and has spoken at digital marketing events across the world.
Follow Ruth on Twitter: @ruthburr

Location:

The Heritage Room (enter through West entrance on Robinson Ave. and sign in at the front desk)

The Oklahoman, 100 W Main Street, Oklahoma City, OK 73102 (Map)

Tickets

Book your ticket to this event on EventBrite

The post Bringing Offline Marketing Online (Panel Discussion) appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/lift-digital-marketing-sessions-bringing-offline-marketing-online/feed/ 0
Improve Social Media Reach With These 3 Trends http://bigwing.com/blog/improve-social-media-reach-3-trends/ http://bigwing.com/blog/improve-social-media-reach-3-trends/#comments Mon, 23 Feb 2015 17:02:35 +0000 http://bigwing.com?p=789&preview_id=789 It’s 2015. Facebook is now bigger than the largest country on the Earth – 1.4 billion users log in each month, narrowly edging the population of China. Most small businesses are coming on board by creating Facebook pages. Many are working to establish a social media presence for their brand, and the importance of a sound... View Article

The post Improve Social Media Reach With These 3 Trends appeared first on BigWing Interactive.

]]>
It’s 2015.

Facebook is now bigger than the largest country on the Earth – 1.4 billion users log in each month, narrowly edging the population of China.

Most small businesses are coming on board by creating Facebook pages. Many are working to establish a social media presence for their brand, and the importance of a sound social media strategy can’t be understated.

Facebook’s numbers alone are staggering, and other platforms are making their own moves to create spaces for brands to reach their audiences. It’s more important than ever to understand the shifting social landscape.

Let’s take a look at three important trends and what you can do right now to adjust your strategy. Using these approaches will help you tap into a refined, targeted audience of people who matter to your brand, instead of a diluted audience of the masses; an audience that will cost more and deliver less.

1. Twitter Strikes A Deal With Google

Twitter teams up with Google

On February 5th (2015), Twitter agreed to allow Google access to its data stream in return for tweets appearing in Google’s search engine in real time. The concept isn’t revolutionary; Bing and Yahoo already integrate tweets into their search results. It’s Google’s firm grasp on the search market – 75% of all search traffic is conducted through their service – that makes this deal noteworthy.  How do you take advantage of this? It’s simple:

  • Focus on tweeting rich content, pictures, videos, blog posts in order to make your brand more visible on Google. Here’s a great list of tools for creating stunning infographics.Using Canva to create infographics.
  • Carefully think through your message. Your tweets will have a dramatically larger reach, and your new audience deserves that second (or third) thought. Leveraging the appropriate hashtags will generate more engagement.

Test drive a Dodge Charger at David Stanley Dodge

  • Invest more time in building a solid Twitter presence. Tweets that will be placed more prominently in Google search will naturally drive more traffic to Twitter, and will ultimately grant more exposure beyond non-registered users as well.

2. Advertising Is Necessary

Facebook advertising

It’s no secret that as Facebook’s stock rises, organic reach declines. If you want to be more visible in news feeds, you’re going to have to invest in social media advertising. If you don’t like it, tough; opting out just isn’t an option anymore. But, there is good news: social media advertising is extremely affordable. It allows you to reach the most qualified audience, even if you don’t have deep pockets.

  • The goal of any business is to find prospects and convert them into customers. Social media allows you to do that through paid amplification. Facebook is a great platform for beginner advertisers. You have a minimum ad spend of just $1 per day and you can take advantage of Facebook’s advanced targeting platforms to reach a highly defined audience.
  • Facebook’s algorithm is reducing the number of overly promotional posts, so the stakes for news feed visibility are higher than ever. Clearly, Facebook wants you to invest in ads to expand your reach. Make sure your organic posts aren’t too ‘salesy.’ They need to be helpful and insightful, and answer the questions your customers are having in the buying cycle. In conjunction with daily posting, run ads to drive more traffic to your site or to gain more fans.
  • Measure your advertising results through analytics. Facebook and Twitter provide free analytics, such as the number of clicks to your website, and the cost of each click to help define and improve your ad strategy.

Here are three types of Facebook campaigns that are great for beginners:

Promote your page:  Use the ‘page likes’ objective to promote your Facebook page and grow your fan base.

Qdoba smothered burrito

 

Send people to your website:  Use the ‘clicks to website’ objective to drive more referral traffic to your website.

Giving Tuesday at Allied Arts OKC

 

Boost your posts:  Use the ‘page post engagement’ method to boost posts that will appear on your page and in the News Feed.

Norman Music Festival announces headliners

 

3. E-commerce Will Become Social

E-commerce becomes social with Facebook and Twitter

Twitter and Facebook have started testing “buy buttons” – opportunities for consumers to make purchases directly from a post or tweet, without leaving the platform. If you’re a merchant, leveraging the buy button is bound to increase your conversion rates. It’s also going to be game-changing in terms of e-commerce analytics. Why?

It’s Facebook’s destiny. Facebook was bound to become one of the largest marketplaces in the world, giving businesses a chance to transform their e-commerce strategy. With over 1.3 billion active users on Facebook, the “buy button” allows users to make purchases in just a couple of clicks.

  • Keep an eye out. The ability to track actual purchases and report on those metrics will be revolutionary.  The most common problem Facebook advertisers have is this: Users are clicking ads, but who is actually making a purchase?  The metrics from the “buy button” will help answer this question.
  • The “buy button” is also going to help gauge how effective your ads are. Measuring the results of your campaigns, and making adjustments to your creative and positioning, will increase conversions and build your bottom line.
  • Get a head start and think about how you’re going to take advantage of this unique functionality before it even exists.  Beat your competition to the punch.

The post Improve Social Media Reach With These 3 Trends appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/improve-social-media-reach-3-trends/feed/ 0
How To Write For The Digital Medium http://bigwing.com/blog/how-to-write-for-digital-medium/ http://bigwing.com/blog/how-to-write-for-digital-medium/#comments Mon, 16 Feb 2015 12:00:00 +0000 http://bigwing.com?p=785&preview_id=785 How do you write for the digital medium? What methods should be used when writing specifically for the Internet? How many questions can I ask at the beginning of an article? Two of these three questions will be answered in this blog post. (Here’s a hint: I’ve used two tactics in this article already that... View Article

The post How To Write For The Digital Medium appeared first on BigWing Interactive.

]]>
Writing For Digital MediumHow do you write for the digital medium?

What methods should be used when writing specifically for the Internet?

How many questions can I ask at the beginning of an article?

Two of these three questions will be answered in this blog post. (Here’s a hint: I’ve used two tactics in this article already that I’ll explain below).

Tips For Writing For The Internet

  • Start your blog posts with short sentences.
    According to studies, including research by Nielsen Norman Group, people don’t “read” the first paragraph of an article, they quickly scan it. These same studies show people will rarely, if ever, read large blocks of text. Don’t ever start a blog post with a large block of text.
  • Use bullets and bold text on the left side of your content.
    Studies show people read in an “F-Shaped” pattern. They first scan the top of the article horizontally, then they move on to a vertical scan of the left side of the article before scanning side-to-side throughout the article. Bulleted lists stand out and bold text results in what’s called “fixation” — when the reader halts to investigate a section that stands out.
  • Ask questions.
    Most people are on the Internet to find answers. When they see a question mark they naturally take notice. These questions show your article is intended to provide answers. Folks like that.
  • User longer keywords when possible.
    According to research readers skip over short words and are more likely to fixate on longer words.
  • Write like Hemingway
    Be punchy and brief. Get to the point. Don’t dawdle.
  • Position the best content toward the top.
    Don’t make people search; the farther they have to scroll, the less of your copy they will actually see or read. Notice I placed this section above the section below, which is not as important.

How People “Read” On The Internet

People don’t read on the Internet. That doesn’t seem to make sense, right? I mean, you’re reading this aren’t you? Or are you?

People skim and scan web articles. They are searching to see if you can help them or be interesting.

When a person is holding a book in their hand they have only two options — read what’s on the page or put the book down. Because they are holding the book they feel a tactile connection and are more likely to actually read the book they have chosen.

But online, people have many more options: they can hit the back button to return to a list of search results, they can scroll down the article, they can click on a link on your page and leave your content, they can perform another search, they can close their browser window.

Web readers will “read” fewer than 20% of the words on the average webpage during their visit. This means 80% of what you present will be ignored.

The post How To Write For The Digital Medium appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/how-to-write-for-digital-medium/feed/ 0
How To Promote an Event/Trade Show Online http://bigwing.com/blog/how-to-promote-an-eventtrade-show-online/ http://bigwing.com/blog/how-to-promote-an-eventtrade-show-online/#comments Mon, 09 Feb 2015 17:16:21 +0000 http://bigwing.com?p=781&preview_id=781 What’s your trade show marketing strategy? Send out direct mail pieces, buy a bunch of giveaway items, and hope your sales team can drum up new leads? It’s time to stop throwing away money. Smart digital marketing can reduce pre-show expenses, and make potential customers more likely to convert — all before they set foot... View Article

The post How To Promote an Event/Trade Show Online appeared first on BigWing Interactive.

]]>
What’s your trade show marketing strategy? Send out direct mail pieces, buy a bunch of giveaway items, and hope your sales team can drum up new leads?

It’s time to stop throwing away money. Smart digital marketing can reduce pre-show expenses, and make potential customers more likely to convert — all before they set foot on the show floor.

Know Your Audience

Take the time to really understand who comes to the show. This helps you know how to tailor web content ahead of the show.

How do we identify the show audience? Most shows publish demographic information about show attendees. Search social media for the name of the show and any associated hashtags to help you spot trends and understand what was popular with attendees of shows in the past.

One of the handy tools we use is Followerwonk, which analyzes Twitter activity for the followers of any account you choose. For example, here is some of the data available about the followers of the Oklahoma City Home + Garden Show, an annual show held at the state fairgrounds.

Twitter Analysis - @OKCHomeShow

This chart shows us how active @OKCHomeShow’s followers are in every hour of the day. You can use this kind of information to help you determine when to post to reach the audience you want attract.

Followerwonk can also give you a word cloud that will help you visualize what people list in their bios. For @OKCHomeShow, the cloud looks like this:

Twitter Word Clouds - @OKCHomeShow

So, it’s easy to see that you could write relevant content around any of these topics, and be in the stated interests of the audience.

Followerwonk also gives us information about individual followers, including their “Social Authority,” a measurement of how influential they are. This information can help you determine who to reach out to when you’ve created content.

Followerwonk Social Authority

Optimize Your Listing

In 2014, Marketplace Events – creators of home and garden shows throughout North America, including the OKC show in our last example – reported that for their shows, the most-visited page of each website was the interactive exhibitor listing.

Optimize Your Event Listing

Categorized by product type, each vendor is listed with their booth number, website, and a short company description. Make sure this content is engaging. Too many exhibitors waste this opportunity to speak about their business and give attendees a teaser of what they’ll see at the booth. The listing above, for example, gives no incentive to the audience to check out the exhibit.

Trade Show Marketing - Event Directory Listing Complete

This listing is far more engaging, giving valuable information about the company and their products. This information helps visitors understand who you are, and what you’re about.

Attendees are using this tool to plan their route through a show. Will they visit your building, or will they skip it all together to maximize their time with booths that interest them? Find the thing that makes you unique, and use it to tell attendees why they can’t afford to miss your exhibit.

Highlight Previous Trade Shows

Show visitors what they missed last time you were exhibiting. Photos of your booth, video interview of your staff, and testimonials from customers who found you at the show are all enticements for visitors to put you on their list of must-see booths.

Promote the content you published after the last show. For B&H Photo, promoting their next appearance at Imaging USA could easily be a matter of promoting the content they created at this year’s show: a series of 24 videos around various products at the show which are featured in their store.  Re-share the roundup you created, reach out to show organizers, and promote your business’s friends.

Get active in Throwback Thursday on social media (use the hashtag #tbt), and show off fun times at your own booths and those of other (non-competitor) attendees. Showing off what your friends did helps generate goodwill, and makes others more likely to promote you.

Promote New Content

Write blog posts about what people can expect to find at your booth. Will you be doing demos? Produce a Vine trailer, and give people a taste of what you’re offering. Photos of booth designs, images of giveaway items, and other teasers all help build interest.

Trade Show Marketing - CanonUSAImaging Tweets

 

Canon USA does a great job using their social media to promote what you will find at their booth. They hosted a contest to see if visitors could spot fake Canon products, and promoted it with the hashtag #SpotTheFake– a hashtag they also use to promote their landing page about counterfeit gear.

In addition to these fun tactics, put time into developing a content series around common questions you hear at trade shows. As you answer these questions, encourage readers to find you at the show (be sure to include your booth location), and give them a name to ask for: “Have more questions about pool cleaning? Come by our booth and let Gary give you the answers you need.” Let your content help people invest in your team.

Danfoss, a manufacturer of components for a/c and refrigeration systems, developed a show-specific version of their newsletter to promote the show and explain, in some detail, what visitors would find in their booth. They dedicated a full two-page spread to booth layout and contents.

danfoss -- chillventa

Get Social

Find people talking about the show online, and speak directly to them via your social media channels. Much of the time spent at trade shows is spent making introductions and presenting a friendly and accessible face to the customer. Use your social media channels to ramp up this kind of communication ahead of the show. This way, attendees feel like they’re putting a face to someone they already know online, not meeting strangers for the first time.

This can all seem daunting, especially for a small business, where everyone is already wearing their share of hats. Come take a look at our social media management and content marketing teams, and find out how BigWing can help you make an impact.

The post How To Promote an Event/Trade Show Online appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/how-to-promote-an-eventtrade-show-online/feed/ 0
BigWing + Google Partners = Breakfast with Google http://bigwing.com/blog/bigwing-google-partners-breakfast-with-google/ http://bigwing.com/blog/bigwing-google-partners-breakfast-with-google/#comments Mon, 02 Feb 2015 11:00:30 +0000 http://bigwing.com/?p=719 Breakfast is the most important meal of the day– especially when you mix in Google Evangelists sprinkled with BigWing experts and wash it down with yummy Starbucks coffee. BigWing Interactive hosted a “Breakfast with Google” event on Jan. 29 at the Chesapeake Boathouse in OKC for local businesses. It was carbo-loaded with timely information on how your... View Article

The post BigWing + Google Partners = Breakfast with Google appeared first on BigWing Interactive.

]]>
Breakfast with Google Image

Breakfast is the most important meal of the day– especially when you mix in Google Evangelists sprinkled with BigWing experts and wash it down with yummy Starbucks coffee.

BigWing Interactive hosted a “Breakfast with Google” event on Jan. 29 at the Chesapeake Boathouse in OKC for local businesses. It was carbo-loaded with timely information on how your business can win in the digital space in 2015.

On the Menu: Google Over Easy

Google Evangelists from Google ChatWe beamed in a pair of Google Evangelists to share how Google paid search can impact your business. David Koves demonstrated the benefits of Google AdWords using real-business-examples and research data. Koves also explained the importance of an efficient business website, including relevant content and SEO, to support effective AdWords campaigns.

Jason Kokalis endorsed BigWing as a Google Partner and explained the importance of working with a Google Partner when investing in AdWords.  Businesses that use a Google Partner to manage their AdWords will have access to the best practices, custom campaign optimization, access to education and training, and access to all of the new tools Google releases.

The biggest takeaway for businesses: AdWords is an ideal marketing channel because they are targeted specifically to your customers, controlled by your business, and are measured in real-time.

If you’d like to see the videos again:

Skipped Breakfast? Read the Summary

After Google presented, the BigWing team dished out all kinds of helpful information specifically on the importance of PPC, social media, SEO and content marketing.

Paid Search- Bill Martin enlightened us with the 5 new features Google AdWords rolled out in 2014 and a peek at how Google will dominate call tracking in 2015.

Sarah speaking at Google Breakfast
Sarah speaking at Google Breakfast

Social Media- Sarah Hoffman wowed the audience with her social media stats (check out the slides below). The word for 2015 in social media: Engagement.

SEO- Ruth Burr Reedy showed how SEO works in real life purchasing decisions–and made the whole room crave chocolate cupcakes!

Content Marketing- David Christopher charmed everyone with his English accent (and his vast knowledge of digital marketing). He gave the audience a great overview on how to integrate all your online marketing elements in a smart digital marketing strategy that drives new, paying customers your way.

Website Development and Design- Marilyn Hoeffner reminded everyone that the basis for paid search, social media, SEO, and content marketing is your website. It should be:

  1. Mobile friendly
  2. Visually appealing and user friendly
  3. Properly coded and designed
  4. Aligned with your marketing and business goals

Slides from our Breakfast with Google

Tweets from the #GoogleBreakfast

During the breakfast we had a great time interacting with everyone and live tweeting using #GoogleBreakfast.

A few of our favorite Tweets of the morning:

A quote straight from a “Google evangelist.”:

 So What’s for Lunch? 

BigWing Interactive will host a series of informational seminars, lunch-and-learns, and hands-on workshops in our new downtown location throughout 2015.

Subscribe to our newsletter below to be the first to find out about limited seating events and digital news in 2015.

  • This field is for validation purposes and should be left unchanged.

The post BigWing + Google Partners = Breakfast with Google appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/bigwing-google-partners-breakfast-with-google/feed/ 0
Big Things Ahead For BigWing http://bigwing.com/blog/big-things-ahead-bigwing/ http://bigwing.com/blog/big-things-ahead-bigwing/#comments Wed, 28 Jan 2015 14:55:31 +0000 http://bigwing.com/?p=605 It’s exciting times at BigWing – formerly known as OPUBCO Digital Marketing Services. We are ready to enter the next chapter in our journey with the launch of BigWing Interactive. It’s the same great online marketing service with the same great people, and we are still part of The Oklahoman family. Why the name change?... View Article

The post Big Things Ahead For BigWing appeared first on BigWing Interactive.

]]>
It’s exciting times at BigWing – formerly known as OPUBCO Digital Marketing Services.

We are ready to enter the next chapter in our journey with the launch of BigWing Interactive. It’s the same great online marketing service with the same great people, and we are still part of The Oklahoman family.

Why the name change? The Oklahoman is focused on Oklahoma print products, while our digital services are offered throughout the US and Mexico.  The BigWing Interactive name is designed to communicate our staff’s tremendous skills as well as represent our commitment to help our customers soar to new sales heights while protecting them from the competition.

Cake BigWing
Cake time! The BigWing team celebrates the launch of BigWing Interactive.

In 2010, our small digital marketing operation was born out of necessity. A client of The Oklahoman/OPUBCO Communications Group needed help sprucing up his online presence. We had tremendous skill sets in SEO, so when one of our clients needed some help, we shared our expertise.

David Christopher on stage at CONFLUENCE CON
Some of our best and brightest: Hard at work speaking at a conference.

BigWing director Marilyn Hoeffner and our Senior Inbound Marketing Manager David Christopher branched out to provide these services to OPUBCO customers. We realized that there was a huge need in the market — a need to make websites effective (not just pretty).

Many companies were struggling to get a successful online presence. Some had poorly designed and poorly optimized websites that were not yielding any positive results. Others had no web presence at all, missing out on the 95% of Americans who search online for local products and services. So we got to work.

BigWing Crew at Confluence Photo booth
…and playing hard during Confluence 2014.

Soon we realized we needed more hands on deck to handle the demands of the market and so we have grown from our initial team of two to one that is over 35 people strong and consists of some of the most talented folks in the business.

Less than five years after hatching the idea for a digital marketing firm, we are serving clients in 13 states, plus Mexico.

BigWing's new location in downtown OKC
Our new digs in downtown OKC.

 

In February 2015, we are moving into brand-new offices in the heart of downtown Oklahoma City and have a full calendar of educational events planned in our new space. With the OKC Thunder and the folks at Devon Tower being our neighbors, we are undeniably part of the exciting things that are happening in Oklahoma City these days.

As BigWing, we are looking forward to connecting with new clients, other marketing minds who are as passionate about strong, ethical and creative online marketing as we are, as well as engaging with thought-leaders in this field to continue making our services stronger.

We also want to take a minute to thank the clients that have been with us from the beginning for being such wonderful partners, and we promise that the level and service that you have known from us will only get stronger.

Big things are coming.

Follow us on Facebook, Twitter, and LinkedIn 

The post Big Things Ahead For BigWing appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/big-things-ahead-bigwing/feed/ 0
Google Paid Search: Easy to Drive, Difficult to Win the Race http://bigwing.com/blog/google-paid-search-easy-drive-difficult-win-race/ http://bigwing.com/blog/google-paid-search-easy-drive-difficult-win-race/#comments Tue, 27 Jan 2015 16:34:44 +0000 http://bigwing.com/?p=529 Many people think paid search is easy, and in one sense it is. Google will easily give you the keys to your brand new AdWords account and set you free to drive on the road like a 16-year old with a new high-powered sports car. If you were anything like me, you might have taken... View Article

The post Google Paid Search: Easy to Drive, Difficult to Win the Race appeared first on BigWing Interactive.

]]>
Formula one car:  Sebastian Vettel driving  Red Bull car
Sebastian Vettel driving the RedBull Formula One car (Photo Credit Redbull via Flickr)

Many people think paid search is easy, and in one sense it is. Google will easily give you the keys to your brand new AdWords account and set you free to drive on the road like a 16-year old with a new high-powered sports car.

If you were anything like me, you might have taken a few risks as a young driver. Perhaps you didn’t understand the power and responsibility. Maybe you even broke a few laws or were involved in a fender-bender.

One thing was certain–you were no Sebastian Vettel, though at times you pretended to drive like him.

Paid Search is Deceptively Easy

Just as it might look easy to sit in the drivers’ seat and handle a steering wheel, setting up a paid search account is deceptively easy.

You can set up an account, enter billing (credit card) information, give your first campaign a name, establish your audience, sprinkle it with some keywords and make an ad in just about 30 minutes.

It is easy to set up an account, but setting up an account correctly takes driving skills you might not possess.

Google Adwords has done a great job with its interface. The interface is clear in its layout, intuitive, and offers lots of help areas along the way. The systems that run them are complex statistically & content driven algorithms written by people who have Ph.D.s in mathematics.

space shuttle cockpit
The engine under the AdWords hood is more complex than the cockpit of the space shuttle.

5 Rookie Google Adwords Mistakes:

As a certified Google Adwords PPC partner, these are a few common mistakes I’ve noticed rookie drivers make:

1. Naming: It’s easy to enter a name for your campaign, but targeting can be tricky. Do you choose radius vs. city, vs. county vs. state? Are there advertising geo-targeting restrictions for your products and services? Should you geo-target or demographically target?  When is it good to use display vs. dynamic, vs. keyword targeting?

2. Keywords: I’ve noticed rookies enter in keywords without understanding the tools or keyword research process. Optimizing for relevance and profit is time consuming and takes in many factors like: keyword strategies, changing match types, optimizing bids for match types, using keywords for finding new terms.

3. Ad Writing: Writing ad copy is both an art and a science. One could write an ad in merely five minutes, but consistently crafting compelling copy over and over, conducting A/B tests, making small changes, and analyzing those changes correctly takes both expertise and experience. Also it takes time and patience. As the song goes, “You have to know when to hold’em and know when to walk away.”

4. Bidding: Rookies make sweeping bids to be ‘top position’ or worse set Google to manage the bids for them for a high positon. They don’t create bidding strategies for individual targets and look for the ‘sweet spot’ for their adgroups and ads like an expert would.

5. Internally Focused: You know your business, but you may not know how others see your business, or search for your products or services. One of the most common quotes from clients is, “I know my business but I don’t know how people search.”

Bill Martin
Bill Martin: Certified Google Adwords  Partner

Lots of very smart people try to run their own AdWords accounts. I’ve had clients with ‘MBA’ after their name, many with marketing degrees, and they still made all the ‘rookie’ mistakes above.

In each case I was able to improve the results of their campaigns, often doubling their click through rates (CTR) by a (sometimes not-so-simple) restructuring of their accounts. Just because you need help doesn’t mean you aren’t smart. Think of it this way: we all know how to drive a car, but very few of us know how to handle a Formula One race car.

If you’d like to talk sports cars, rockets, or Paid Search details– I’d love to chat.

The post Google Paid Search: Easy to Drive, Difficult to Win the Race appeared first on BigWing Interactive.

]]>
http://bigwing.com/blog/google-paid-search-easy-drive-difficult-win-race/feed/ 0