Mediaboss Marketing

New research by Australian marketing services business, Salmat, reveals while most (59per cent) Australian mid-tier companies are increasing their marketing spend this year, one quarter (24.9per cent) are failing to actually measure the results of their marketing investments. When asked why they dont evaluate campaigns, two-thirds (64.5per cent) of respondents said its too time consuming.

Salmats head of marketing, Benjamin Hillman, said by not measuring campaigns, marketers were at risk of throwing money down the drain and missing opportunities to invest in more effective marketing activities.

With marketing resources tight and the pressure to deliver results increasing, we need to be asking ourselves, how will I measure results and prove effectiveness? before hitting the go button on any marketing activities, said Hillman.

In a surprising twist for the digital age, the Salmat Mid-tier Marketing Index (SMMI) also found that while marketers are investing heavily in online channels, offline channels are expected to experience a renaissance in 2017, as a number of marketers are looking to invest in letterbox drops, print catalogues and magazine advertising for the first time.

The state of mid-tier marketing

The SMMI found that mid-tier businesses value marketing, with year-on-year investments in this field steadily growing. Comparing budgets from 2015 to 2016, only 4.8per centof companies reduced their marketing spend, and more than half of marketers (59per cent) intend to increase them in 2017.

In 2016, 43.3per centof mid-tier companies spent more than half of their marketing budget online, and this will increase to 51.3per centof companies this year.

If mid-tier marketers had more money and/or time, building knowledge and skills would be top of the list either to build their own skills base (49.6per cent) or build more marketing knowledge and skills across the organisation (36.9per cent). When asked how they plan on improving their marketing skills, two in five (40.2per cent) said they will undertake some training or mentoring with a marketing expert, and a third (32.5per cent) said they will read more marketing trade media.

Offline channels are having a renaissance

While the top three channels that saw the most investment in 2016 were online, offline channels are expected to experience a renaissance in 2017. When asked what channels they plan to use in the next 12 months that they dont already use, letterbox drops (14.9per cent), print catalogues (12.4per cent) and magazine advertising (12.4per cent) came out on top as the new channels mid-tier marketers are planning to invest in this year.

Its not surprising to see mid-tier marketers turning to letterbox drops and catalogues, considering how popular these channels are with Australians. Catalogues reach around 21.8 million Australians every week, and 58per centof readers do end up buying afterwards. Letterbox campaigns are now more cost-effective and relevant to consumers than ever, thanks to the invention of online platforms that allow for granular targeting based on target market location and demographics. However, the best results happen when letterbox is linked to digital and vice versa, Hillman said.

Major digital strategy disconnect: Mid-tier companies invest in websites but not search

While mid-tier businesses invest the most in websites (72.7per cent), they are placing little or no investment in ensuring their website can be found in search engines. In 2016, only 12.4per centof respondents invested in SEO, and six per centin SEM, and the trend for 2017 is negative with only 5.2per centwilling to invest in SEM and 2.8per centin SEO.

Lack of skill and understanding is driving the decision not to invest in SEO/SEM, as they are in the top three channels that marketers feel they are amateur at (42per centfor SEO, 20per centfor SEM). However, only a small number of marketers plan to amend this by getting some training in 2017 (eight per cent on SEO and 5.6per centon SEM). Even if they had more resources, only 6.4per centwould choose to invest more in SEO, and 5.2per centin SEM.

Running a website without amplifying its reach is like investing in a fancy car but not buying the fuel to make it run. There is no point in having the best website if customers cant find it, especially when we know that 90per cent of people dont click after the first page of results on Google. Using these channels can be complex and requires a certain level of understanding, which is why so many agencies exist to help and guide marketers. As marketing continues to evolve with new technologies, it is vital for marketers to keep on top of their education to ensure their skills are up-to-date, Hillman said.

Email marketing reigns supreme

Nowadays email marketing is one of the top marketing priorities for mid-tier companies, second only to the companys website in investment and effectiveness. In 2016, 61.8per centof mid-tier companies used email marketing, and this will grow in 2017 with an additional 11.6per centof respondents planning to use it for the first time. In terms of effectiveness, the majority (53.9per cent) of those who used email marketing ranked it as one of their top two most efficient tools. Email marketing is a powerful tool, and mid-tier companies place much importance on it because it helps to solve their top three marketing challenges: reaching new customers, re-engaging past customers and creating a loyal customer base.

Email marketing is efficient because it can be automated and triggered almost in real-time, with personalised content to reach the customer on every device. It has the best ROI by far at $38 for every dollar spent. However, even though lots of effort has been made in the last decade to protect customers from spam and foster trust, consumers remain sensitive to email marketing. One or two badly targeted campaigns are enough to make customers unsubscribe, and damage a companys reputation, Hillman warned.

Adapting to market disruption

Australian mid-market companies are playing their cards right in this rapidly-evolving and disruptive market. Many of them are aware of change, as more than half (57.9per cent) state their business sector has already been disrupted, or will be disrupted in the next six months (12.9per cent) to two years (20.9per cent). However, one in four (24.5per cent) are unsure or dont see any disruption coming to their sector.

These companies should stay alert as a static market without emerging trends is always more susceptible to quick disruption than a market constantly evolving. The acceleration in market disruptions means that marketers need to be nimbler in their marketing approach to manage sudden changes that can be forced on a business. No marketing plan is ever set in stone from one year to the next. It takes time, money and knowledge to reach the right customers, at the right time, with the right messages, Hillman said

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Study: 59% Of Aussie Marketers' Spend Is Up, But A Quarter Fail To Measure ROI - B&T

NEC Small Business Development Center at Butte College, is presenting a workshop on Introduction to Search Engine Optimization (SEO) on Friday,

March 17th, 2017, from 9:00 am to 11:30 am, at NEC Small Business Development Center at Butte College, 2480 Notre Dame Blvd. Chico.

The cost is $30.00 per person pre-paid or $40.00 per person at the door.

Most business owners assume they simply need a website - that is a myth! Search Engine Optimization is the process of getting your website seen by Search Engines. We will review the various techniques to effectively Search Engine Optimize your website. Topics will include Site Maps, Google Developer Tools, Google Analytics, Content Writing for Keywords, and the proper coding techniques for SEO. This training is for individuals who administrate/manage their own website i.e., know how to do website updates or access a Content Management Solution for their website.

Pre-registration is required (cash, check or credit card). Please register online, call or stop by, NEC Small Business Development Center at Butte College, 2480 Notre Dame Blvd., Chico, 530-895-9017, http://www.buttecollegesbdc.com to register and for information.

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Introduction to Search Engine Optimization (SEO) - Gridley Herald

As university becomes an increasingly expensive prospect for young people, and with businesses struggling to recruit workers with the skills that they need, its easy to see apprenticeships as a win-win for both parties.

So how can a small business owner get started with an apprentice?

Louize Clarke, founder ofworkspace company,ConnectTVT, sought opinions from businesses that had already employed apprentices before taking the plunge. She also met with training providers to get a realistic sense of the highs, lows and contractual requirements involved.

Its essential that your existing staff are prepared to manage new and potentially inexperienced people and have the support to do this effectivelyDominique Unsworth, Resource Productions

Undertaking this kind of research is particularly important because theres no one-stop shop for apprenticeships. Most are administeredthrough training providers, each of which has different ways of working with apprentices and employers. Some will have a more vocational approach, while others will be more academic and classroom based. Schemes can also vary in length.

Finding the right training provider proved challenging for Dominique Unsworth, managing director at the Slough-based video production company,Resource Productions. It can be hard work to identify local providers that actually want to engage with a small employer, he explains.

A second challenge is convincing them to deliver the apprenticeship that your business wants, she adds. We called seven different colleges before finding one that was able to work with us." In the end, the company found industry-specific training providers, such asDiVa, to be the best fit.

Before approaching any providers, Ms Unsworth ensured that the business case for taking on another member of staff was sound, that it was affordable, and that the role would be right for an apprentice. We had to ensure that we actually had a business need that required an additional member of staff. Then we had to formulate the job role and description, he explains.

Ms Clarke agrees with this approach as the best way to offer a worthwhile training experience and a role after training is completed. Its important for each apprentice to be factored into the companys growth strategy and future planning.

Its a way to nurture and shape home-grown talent, incorporating the skills that your business needs alongside the additional skill sets that your apprentice brings to your company, she says.

Be sure to measure the level of management skills in your organisation and, if necessary, offer staff management training before any apprentices start, adds Ms Unsworth. Its essential that your existing staff are prepared to manage new and potentially inexperienced people and have the support to do this effectively.

Simon Schneiders, founder of Blue Array, a search engine optimisation (SEO) company, has taken on five apprentices. His tip for other companies is not to push responsibility onto the person when they first join. Instead, allow them plenty of time to adjust to the work and the professional environment.

He describes this as a honeymoon period: The serious business of marriage actually working on tasks in the business is something that we try and ensure doesnt happen until the individual has had at least three weeks of induction.

Mr Schneidersalso believes that apprenticeship schemes can enrich senior management roles as the training involved adds an extra dimension to leadership beyond sales and profit. We have a mentoring side to the business that makes their role one that's also based around nurturing and altruism, which is rewarding in itself.

Read more from the original source:
Tips for taking on an apprentice at a small business - Telegraph.co.uk

NEW YORK DAILY NEWS

Thursday, March 9, 2017, 11:33 PM

The 2017 RotoExperts Xclusive Edge Fantasy Baseball Package is here! Get your ticket to a Fantasy Baseball Championship trophy. This comprehensive package gives you everything you need to execute a successful draft and gives you access to all of our Premium content throughout the 2017 Fantasy Baseball season. Enter promocode nydailynews at checkout for a special discount.

vWhat is a sleeper in Fantasy? Well, if were being honest with ourselves, its hard to find true sleepers with all of the information that is available now. But the words Fantasy sleeper in a headline is great for SEO purposes, so youll find them everywhere still.

But the issue with these sleeper columns are that the players really arent sleepers. If a guy is going in the early-teen rounds of a standard 10- or 12-team draft, sorry, but they arent a sleeper.

When talking about sleepers, you have to take into account that all leagues are formatted differently and all are different sizes. What classifies as a sleeper in a 12-team league wont qualify in a 15-team league. Those in 20-team leagues will laugh at the sleepers suggested for 15-team leagues. Large dynasty leagues? Forget about it. There are high school students owned in some of those leagues; so yeah, you arent telling those owners anything they dont already know.

But for the purposes of this sleeper article, the decision was made that anyone with an ADP in the Top 300 on FantasyPros.com isnt eligible to be a sleeper. Some names in here are surprising given the Spring Training hype or past performance, but they fit the qualifications.

As we did with our Bold Predictions for Each Team article, well provide one sleeper for each team outside of the Top 300.

National League East

Braves Mike Foltynewicz (ADP 381): Even with the additions of Bartolo Colon, Jaime Garcia and R.A. Dickey, Folty is projected to be in the rotation for the improved Braves. Still just 25 years old, he has the raw stuff to take a step forward and get the strikeout rate to climb over a batter per inning.

Mets Robert Gsellman (ADP 316): Surprised he hasnt cracked the Top 300 yet? Yeah, same here. Gsellman had a 17.9 percent whiff rate on his slider, and allowed just five hits off it, after throwing it 145 times. With injury risks throughout the Mets rotation, Gsellman will return plenty of value at his price.

Nationals Koda Glover (ADP, undrafted): Unfortunately, Dusty Baker is still the manager of the Nationals, which means Shawn Kelley will be likely be closing for Washington. But if Baker comes to his senses, or Kelley blows a couple of opportunities early, grab Glover right away off the waiver wire. Hes the best closing option they have.

Marlins Kyle Barraclough (ADP, 398): The Marlins dont like A.J. Ramos and have been looking for any reason to remove him from the closers role. This year, that reason is Barraclough. While his control leaves much to be desired, his 14.0 K/9 more than makes up for it.

Phillies Aaron Altherr (ADP, undrafted): Altherr was a trendy sleeper entering 2016, but a wrist injury shelved him for the majority of the year. Altherr has 20/20 upside, but the young Phillies decided it was in their best interest to block him with Howie Kendrick and Michael Saunders. Altherr has a higher ceiling than either of them, so in deep leagues, hes worth a speculative stash.

National League Central

Pirates Drew Hutchison (ADP, undrafted): Tyler Glasnow is likely starting the season in Triple-A, meaning that Hutchison will be in the Pirates rotation. Hutchison always pitched better at home in Toronto than on the road with weird reverse splits, but now hes in the National League in a pitchers park. You could do worse with a last-round pick than taking a chance on upside with Ray Searage as his pitching coach.

Brewers Zach Davies (ADP 349): If your friends ask you who this years Kyle Hendricks could be, sound smart by offering up Davies. As Eno Sarris of FanGraphs highlighted, the groundball rates and the difference between the strikeout and walk rates line up between the two.

Cubs Brett Anderson (ADP, undrafted): The Mike Montgomery hype train was picking up speed all offseason, but it appears that Anderson could grab that final rotation spot. Considering the Cubs elite defense, anyone starting for them deserves to be mentioned.

Cardinals Trevor Rosenthal (ADP, 424): We arent looking at him to close, were looking at him in the deepest of leagues as a dart throw to start. If he gets stretched out and shows he can handle a rotation spot, look out.

Reds Brandon Finnegan (ADP 386): From Aug. 20 to Sept. 25, Finnegan had a 1.93 ERA and a .197 average against in 37.1 innings pitched, yet no one is talking about him.

National League West

Dodgers Andrew Toles (ADP, 376): If he wins the starting left field job out of Spring Training, hes going to return value in that lineup.

Giants Denard Span (ADP, 411): Health is the concern with him, but if hes healthy, his floor is 15 steals with OK power.

Diamondbacks Patrick Corbin (ADP, undrafted): Pretty long fall for someone who was being talked about as a Top 50 pitcher heading into last season. He has a rotation spot, and it seemed like moving to the bullpen helped him out last year.

Rockies Tyler Anderson (ADP, undrafted): Yeah, Coors Field is scary, but Anderson can provide late-round strikeouts for you. Jon Gray has shown that he is worth owning despite his home park, and Anderson and Tyler Chatwood arent far behind.

Padres Alex Dickerson (ADP, undrafted): The talk is surrounding Hunter Renfroe and Manuel Margot, but Dickerson could win the left field job, leaving Margot to fight with Travis Jankowski for the job in center. He can be a low-floor contributor across the board if he gets the job.

American League East

Blue Jays Rowdy Tellez (ADP, undrafted): Hes going to be in Triple-A to start the season, but right now, his competition at first base is Justin Smoak. If you have an NA spot, the power-hitting Tellez is worth stashing.

Rays Corey Dickerson (ADP, 337): Dont write him off despite his terrible 2016 season after moving on from Colorado. Theres a chance for a bounce back here.

Yankees Luis Severino (ADP, 362): Severino is especially valuable in points leagues in which you can use him as a starting pitcher in your relief slot.

Red Sox Eduardo Rodriguez (ADP, 347): The David Price elbow scare only raises his value. From August on, he had a respectable 3.30 ERA.

Orioles Seth Smith (ADP, undrafted): This is for those in leagues with daily lineups only. Hes in a great Orioles lineup, and he will play anytime there is a righty on the mound. Take advantage of it.

American League Central

Tigers Jordan Zimmermann (ADP, 309): Oh, hey, theres a name we recognize. Why is he going so low and Sonny Gray (pre-injury news) and Gerrit Cole are going so much higher?

Twins Adalberto Mejia (ADP, undrafted): The Twins rotation is awful. Jose Berrios will take a step forward, and Stephen Gonsalves is a year away, meaning Mejia is an injury or poor pitching performance away from a role in the rotation.

White Sox Zack Collins (ADP, undrafted): If youre looking for someone to take the Alex Bregman path this year, it could be Collins. He was just drafted last year, but catcher is a mess for the White Sox. Hes a big power bat, but he strikes out a lot and has work to do defensively. But hey, since when do they care about a catchers defense?

Royals Brandon Moss (ADP, 372): The ballpark factor doesnt scare me much. Its not like St. Louis was a wonderful place to hit and he still hit 28 homers there last year. On the strong side of a platoon, hes a very cheap source of power.

Indians Bradley Zimmer (ADP, undrafted): If (when?) the Indians suffer injuries in the outfield and realize Tyler Naquin is no good, look for top prospect Zimmer to get the call. The toolsy prospect is major-league ready.

American League West

Mariners Mitch Haniger (ADP, 394): Haniger is the most surprising player on this list in that hes still available after pick 300 with the hype surrounding him all offseason. Hell, hes basically available at pick 400. As more drafts take place, this should change. Hes a guy that can give you 25/20 on the cheap.

As Andrew Triggs (ADP, 315): With the news that Sonny Gray is likely starting the season on the disabled list, it all but guarantees a rotation spot for Triggs. He was a reliever for his career, but the As tried him out as a starter last year and the results were positive.

Rangers Delino Deshields Jr. (ADP, undrafted): Yup, its 2017, not 2016 when he was a big deal heading into drafts. Still, as a $2 player in AL-only leagues, hell return value to the price if he can swipe 15 bags.

Angels Ben Revere (ADP, undrafted): Is speed hard to find, or do you just have to know where to look? Last year was the career outlier for Revere. Lets bet on a rebound back to his former self.

Astros Yuli Gurriel (ADP, 312): One hundred thirty-seven. It was that many plate appearances ago that we were touting Gurriel as being a player that you must grab off waivers. Sure hes older, but hes starting at first in a great lineup with a lot of power upside. Twenty homers isnt out of the question for him.

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Fantasy Baseball: Sleepers to keep an eye on - New York Daily News

Websites that earn valuable organic traffic from search engines are often aware of the powers of search engine optimization (SEO). If you only implement a few webpage best practices, stay aware of industry trends, and focus on good content, your rankings and traffic are likely to remain steady. But theres more you could be doing to take your performance to the next level.

Links are an incredibly challenging thing to earn, yet theyre an effective signal that affects where your site ranks in search engines. Google and other search engines use hyperlinks (or links/backlinks) to determine the quality and relevance of a website; theyre akin to popularity votes. Theoretically, the more backlinks a site has from authoritative and relevant websites, the higher that website should rank in search engines.

When used as a tactic, building links can be very hard to execute. It requires wearing a lot of hats as a digital marketer, including those of a content strategist, outreach specialist, researcher, analyst, and more. But is it impossible? Certainly not.

In years past, links that fell outside of best practices were seen as spammy and negatively affected the website they pointed to. Google would issue penalties for websites with links deemed suspect, because those sites were participating in activities that violated Googles Terms of Service. A penalty in Google will result in lower rankings and less traffic; it can also hurt a websites profits.

Links are still an incredibly important factor to improve search performance, and they seem to be making a resurgence this year. If youve never executed a link building strategy its important to know all the facts, because link building is inherently risky, and only the highest quality of tactics are recommended. These resources will help beginners understand a bit more; it pays to read them before executing any campaign.

Well discuss some of the popular strategies and tactics important to success. With some careful planning and diligent research, youre sure to be well on your way to success with link building.

Below are five recommendations to help you up improve your marketing by bringing in more links. Well have more tips to help you increase your linking skills in a future blog post.

When was the last time you asked friends, family, colleagues, or industry pals to help promote your company or website? It might seem a little awkward to ask, but that practice is really quite common. Youd be surprised how a simple ask will be received by those around you. Here are a few tips:

Dont just blindly ask. Do a bit of research; find an actual place on your friends/family/colleagues/industry pals website that would make sense to link to your website. Let them know where that page is, give them the information theyll need (such as a logo or a description of your site or web address, for example), and ask.

Think about what you can offer in return. A request for a link doesnt always have to start off that way. Partnerships, a great content piece, or even an interview could result in a link without you even having to ask. Simply place the link to your site in any partnership information, content piece, or interview you conduct.

Make sure its relevant. Blindly asking for a link is never a good idea. Think before you ask. Which of your friends/family/colleagues/industry pals have pertinent and authoritative websites? Research a bit more and find out which sites are most relevant to your websites content and topics.

Search engines arent the only place online users go to find business information or recommendations. Business directories like the BBB exist, along with industry-specific directories, open source software, and so many more. Prices may vary and range from free to a few hundred dollars for submission.

Directories as a sole tactic are not recommended, but integrated in a well-rounded campaign, directories can be helpful. Make sure to choose an authoritative directory which has categories relevant to your website. Avoid any and all spammy signals, because the last thing you want to do is associate your website with spam. Proceed with caution, and, if youre not comfortable, consult a professional.

Brand mentions are when your website or company name is mentioned online. Oftentimes these are mentions youve achieved through traditional marketing or those you simply never knew existed. Hyperlinks to your website are often missing from brand mentions; many will talk about your brand but not actually link to your website.

Pitching a website that has already talked about you can be a little tricky. Thats why I created this Guide to Unlinked Brand Mentions post a few years ago, and its still very applicable. The article offers many helpful tips, including how to find unlinked brand mentions and how to pitch websites to include your link. Check it out if youre not currently executing this type of strategy.

A common way that websites link to each other is as a result of testimonials. Partners, vendors, and clients you work with may include testimonials on their websites, which include a link. Seek out these opportunities with a little research and a creative pitch. This type of tactic is a win-win for both parties involved when executed correctly. Check out these website testimonials done right for a few ideas.

Resource pages have been described as the holy grail of link building. A resource page is a page which provides information for the reader on a core topic, listing a number of resources organized by type and topic. Links point to the helpful resource and the pages are sometimes updated with new and relevant information as more resources are discovered. When you stumble across one of these pages, youll often find that they are authoritative and have great metrics. When relevant to your own industry, they prove beneficial on many fronts. They can send link authority and drive traffic and even possible conversions from the traffic sent.

Finding resource pages will require diligence and a bit of research. Quicksprouts How to Build Quality Links from Resource Pages gives guidance on getting started. A few common resource pages include:

Finally, keep your eye on this blog More linking tips are coming your way in Part 2 of this post!

There are so many ways you can resurrect your link building this year! Hopefully these ideas will get you thinking about increasing your links. From industry directories to resource pages, theres no shortage of places to turn to to increase your links. Where will you start? Share with us in the comments below a few of the tactics youre looking forward to implementing in 2017!

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Link Building and SEO Strategies to Resurrect in 2017, Part 1 - Business 2 Community