Introducing Marketima – A marketing career website

As I’ve gotten older the things I’m interested in writing about have strayed further away from my actual career. My personal blog has become a smorgasbord of topics ranging from tech to lifestyle, and less about marketing. Thus my entrepreneurial itch came storming back, and I felt the need to launch a separate site to be home to all my marketing content. Say hello to Marketima.

Quite simply Marketima is a marketing career website focused on giving marketing professionals a place to find a job, find an agency or read some laser focused content specific to the world of marketing and marketing careers. While we’re just getting started, we already have what I believe to be the most extensive and accurate list of US based marketing and advertising agencies. It was built from scratch, and includes social links and contacts for easy access.

In addition to my contributions, I’ve partnered with another great marketing and SEO San Diego pro, Alanna Honigman. She brings a more youthful perspective to the mix. Between the two of us, I hope to have plenty of perspectives and topics that reach a wide range of marketing pros regardless of where they are in their career.

We’re just getting started, so forgive the dust as we settle in. For now, give us a look and consider following or subscribing.

The Humanization of Search & Why Business Owners & Marketers Should Care

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This post brought to you by Bing Network . The content and opinions expressed below are that of Jason Yormark.

The speed at which technology is evolving is at breakneck speeds. We’re living in an unprecedented era of technical evolution, and it shapes practically every facet of our daily lives. It was only a few years ago that people only owned one or two connected devices, but now that has evolved into people owning an entire ecosystem of connected devices…phones, laptops, tablets, TVs, even our cars. And at the center of all this technology is a concept that even pre-dates any of this tech; the ability to search and find information.

The landscape in the search game is changing. What once was dominated by traditional keyboard/desktop based search is being replaced by natural language. While desktop searching is averaging a -1% decline, smartphone and table search growth have grown 17% and 28% respectively (Year-over-year search growth, by device. From comScore’s “2015 U.S. Digital Future in Focus” white paper. Q4 2014). Voice powered search is the future as more and more people get comfortable and are beginning to trust the technology. Look no further then Cortana, Microsoft’s voice powered virtual assistant where over 2.5 billion questions have already been asked.

In addition, it’s not just the technology we use to search that is changing, but also the way we use it. Natural language is becoming more and more common when it comes to voice powered search which demands that the technology keeps up. Terse, keyword based searches are no longer the norm as people become more comfortable with asking more common language styled questions in their voice powered searches. Searches such as, “Who is the best hitter on the Chicago Cubs?” or “Show me the best prices for hotels in Seattle.” are queries that are much more common these days.

So what does this mean as a business owner and why should I care about this shift in the Humanization of Search?

  • Ensure you are always re-evaluating your digital content strategy around natural language as more and more users are searching for information in this way. Always think about how a user would ask a question about your products and services, and use that as a guide.
  • Continue to familiarize yourself with emerging technology as users leverage multiple platforms in their digital lives. Technology such as virtual reality is a good example of an emerging tech that is sure to become more of a driving force in consumer engagement.
  • If you sell products online, always be thinking about how to help search engines better match relevant queries to products in your data feeds. Optimizing these feeds ensures the right people find your right products.

Like any small to medium sized business owner, you have to manage your time and money wisely. So anytime you can take advantage of an opportunity to maximize both, you jump on it. The combination of the Bing Network’s reach and technology advances is unmatched. Windows, Xbox and Office, all backed with Cortana are delivering industry leading technology in voice powered search, and all the data that comes with that usage. Syndication partners such as Yahoo, AOL and the Wall Street journal add to their reach of 170 million searchers of which 56 million are exclusive to the Bing Network. The breadth of high quality data the Bing Network drives ensures your investments reach the right people at the most affordable cost.

Learn more about Bing Network 

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5 Reasons Your Business Absolutely Needs To Consider the Bing Network

This post brought to you by Bing Network. The content and opinions expressed below are that of Jason Yormark.

I’ve had a lot of experience on both sides of the fence when it comes to paid marketing strategies and execution. Whether it’s been with an agency and working with larger brands and companies, or running a small business, it can be very daunting to figure out how to drive targeted traffic and leads, not to mention, expensive. But the good news is, there are options out there that you may have overlooked that can be affordable and effective.

Not many folks probably expected Bing to stick and around and challenge Google in the search game, but that’s exactly what they’ve done. The Bing Network has evolved quite a bit over the years. From their integration of Cortana, their voice recognition technology, to their Xbox and Office integrations, there’s some serious opportunity for businesses to take a closer look at.

To get started, here are just 5 reasons why you should take a closer look at the Bing Network:

  1. There’s a whole lot more search queries happening on Bing then you may think. Did you know that there are 170 million searchers in the US of which 60 million are exclusive to the Bing Network? That’s right, there’s more than one search player in the game. That’s 35% of searches that you may be missing out on. Not to mention 25% of clicks on the Bing Network come from queries only searched on Bing.
  2. Bing Search is powering some serious networks. Combined with Bing’s syndication partners such as Yahoo, AOL, WSJ, adMarketplace amongst others, are able to reach 1 in 3 PC searches in the U.S. That’s 170 million searchers in the U.S., 56 million which are exclusive to Bing network. And these searchers spend 22% more than the average internet searcher. A full 25% of clicks on Bing Network are queries only searched on Bing. That’s exclusivity that you can’t beat.
  3. Bing is Social. Bing powers Yelp local search options, Twitter translations and Uber mapping. All additional exposure opportunities for your business outside of traditional search engine platforms.
  4. Xbox One, Windows 10 & Office. Bing powers some of Microsoft’s leading innovations, from Cortana to voice search in Xbox One, from the search experiences in Windows 10, to searching directly in Office so you stay focused on doing, not finding. Bing is in phones, in PCs, and in new devices every day. Many of the industry’s leaders trust their most valuable assets—their users—to Bing, whether it’s search inside Amazon’s devices, web results for Siri and Spotlight Search on Apple devices or maps on thousands of leading websites. Bing’s technology is increasingly being adopted across the industry.
  5. Being the underdog means better service. Like most service based businesses, Bing is the up and coming challenger which means you get better tools, more competitive rates, and better service. Bing backs customers by a team of specialized experts that can bring key insights to every aspect of your business. Bing also connects customers and partners at events around the world to deliver unique insights. All reasons to seriously consider the Bing Network in your online ad buys.

The landscape of search and digital advertising is a moving target, and without great tools, platforms and support, it can be a daunting task to make any progress with your digital spend. Using platforms like the Bing Network can help navigate some of those challenges, and bring some much needed savings and results in your online marketing efforts. I’ve had great experiences myself throughout the years, and you can too.

Learn more about Bing Network and what it can do for you.

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You Need To Own Your Online Identity

[stag_dropcap font_size=”100px” style=”squared”]I[/stag_dropcap] was inspired to write this blog post based on an article that surfaced in my Facebook feed about Appetas, a restaurant website service, that up until now, offered restaurants a turn-key solution to having a website with useful integrated features such as menus, online ordering etc.  It’s not the worst idea in the world by any means, an affordable, easy solution for an industry that typically has low margins, and little to no internal resources for such a thing. But today’s announcement is exactly why I’ve consulted not only restaurants, but all businesses to stay away from turn-key solutions like this for one simple reason; you don’t own it.

Appetas announced today they were acquired by Google. Great for them, not so much for their customers. In their blog post announcing the acquisition, they are shutting down the service and will work with customers to find alternative solutions. How would you like to be one of these businesses that put your website and trust into these folks now to only be left having to find something else?

Clearly they had a successful product to have been acquired by Google, and I’m sure there is a place for this sort of product in the market. But as long as I am in a position to consult with businesses, I’ll never recommend this path. While using platforms like Facebook, Twitter, YouTube, etc., is a must in your overall online strategies, the fact is, you don’t own these platforms and you are at the mercy of the changes they make, and ultimately the shut downs that can happen. You can’t allow your entire online identity to be owned by others, which makes it that much more important that your website is owned by you. For you to control, for you to avoid being shut down and looking elsewhere.

Is it more expensive? Up front, yes, in the long run…not at all. The evolution of platforms like WordPress have made it easier and more affordable to get your own website up and running. Diversify your online presence, and make sure where you are isn’t entirely owned by others. Or you may end up like some of the unfortunate customers of Appetas.

How To Guarantee Your Facebook Page Content Reaches Your Fans

[stag_dropcap font_size=”100px” style=”squared”]T[/stag_dropcap]imes are changing. The good ‘ol days of free advertising on Facebook have pretty much disappeared. You can’t blame Facebook entirely for this as it was just a matter of time before they really needed to monetize all those users and all that data. There’s plenty of uproar over this as organic Facebook reach is starting to dip into the single digits, and companies are scrambling to figure out what’s next. Some are proclaiming they are leaving the platform, while others have begrudgingly bit the bullet and started paying to promote their posts.

While I certainly enjoyed the free ride, I don’t really have as big of an issue as others do. I have no problem with Facebook trying to make money. For a business to expect a free ride forever is being a little naive. It’s still incredibly affordable to reach a very targeted, actionable audience on Facebook. In my opinion, certainly still more affordable and effective than traditional marketing channels.

That being said, there is a little known work around that won’t cost you a dime. It’s a bit of a workaround, and requires action on part of your fans, but it’s still a free option. Have your Facebook Fans hover over the Liked button, and select Get Notifications from the drop down menu. 

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As you can see from the screenshot above, it’s a relatively simple process to actually do. The trick is how you can actually get your fans and future fans to actually do this. It’s not likely that you’ll get all of them to do so. But it can’t hurt to communicate such to your fans, and come up with some creative ways to encourage them to do so.

It’s not an ideal solution, but if you’re completely adverse to paying to reach your more of your Facebook fans, here’s your option.