Month: October 2017

October 31, 2017

Small Business Saturday | Revolution House

Momentum Digital is back with another episode of Small Business Saturday, where we highlight a deserving company in the greater Philadelphia area. This Saturday we sat down with Luca Sena, Jr, the Head Chef at Revolution House which is located on the corner of 2nd and Market St. in Old City.

When Luca Sena, Sr. and his co-founder John Poulos first laid eyes on what was formally known as Snow White Diner, they knew the location was perfect for a eclectic and unique restaurant, where they could blend their traditional Italian cuisine with American classics. With the name Revolution House, not only are they paying homage to Philadelphia’s prominent role in the American Revolution, but also spinning it to depict the type of “revolutionary” menu items.

The building that now houses the restaurant/bar was constructed in 1798 as the Quaker Friends Meetinghouse. So when they acquired the help of famed photographer Dominic Episcopo, their mission was to maintain the same sort of historic feel and ambiance. They have certainly achieved that aesthetic, from the inlaid vintage skeleton keys, reclaimed Lancaster pine which forms a beautiful American flag, and a massive chandelier with an America Eagle as the center feature.

The interior design is elegant and intriguing, however, Chef Sena, Jr’s food is absolutely the star of the show. The focal point of the entire restaurant has to be the large wood oven which dominates the entry way. All customers are immediately greeted by this behemoth, which was constructed by a world-renown Italian masonry expert. Fifteen years later, Chef Sena is pumping out everything from flatbreads to cheesesteak rolls in this wood fired piece of art.

So make sure to check out the rest of the menu, including the staff favorite Chicken Pineapple Flatbread, at www.revolutionhouse.com or visit them on Facebook (@200RevolutionHouse) and Instagram (@RevHouse200). Also, make sure to subscribe to our YouTube channel for all future Small Business Saturday features, as well as information on the latest digital marketing news and tutorials to increase your business’s online presence.

Until next Saturday!

October 30, 2017

Taking Advantage of Branded Keyword Bidding

Whether your company has been running for generations or you just launched a startup last week, your brand is one of the most important aspects of your business.

No matter what stage your business is in, controlling your brand, its message, and its relevance is of the utmost importance. The first place you’d probably think to promote and push your brand would be through your website (duh) and your social media. Social media has a ton of advantages including being able to promote your message and interact with your following, but there are other channels you can take advantage of in order to get in front of your customer base – paid search – branded keyword bidding, in particular. 

If your marketing efforts already include paid search, you likely know exactly what I am talking about, but if not, it is a fairly simple concept. In addition to the keyword and content driven words you want your website to show up for, you can bid on your brand name and variations to ensure your site shows up at the top of the results page – through traffic paid and organic. Throughout the years there have been arguments as to whether branded bidding is a worthwhile venture or a financial burden (plug anti article), but we at Momentum believe that with the landscape of paid search becoming more and more competitive it is a necessary part of your overall PPC strategy.

Like I said at the beginning of this article, your brand’s message is something unique that a business owner is able to control, so by pushing it through a channel like paid search you are giving yourself more ammo to use in the battle to promote your business. Your company might not own the real estate in organic traffic to be the first result, so bidding on your brand can ensure your name and message are seen by customers old & new.  Additionally, for newer brands and companies in the process of a rebrand, branded keyword bidding gives you the opportunity to test your message and see the reaction in the form of hard data. Obviously, there are other ways to test and measure your message through analytics or social media, but by tailoring your branded campaign around your goals, AdWords can provide you unique information. In addition to key metrics like click through rates and conversions you get with any AdWords campaign, the ability to test and retest how you deliver your message through ads is invaluable to a brand trying to get its name and mission in front of the right audience.

For brands in highly competitive industries, branded keyword bidding is an avenue that you cannot pass up on.  A competitive landscape means only one thing for digital marketers, high prices. The digital landscape is only becoming more crowded which means more and more keywords will have their average cost-per-click increase on a monthly, if not weekly, basis. This makes branded keyword bidding all the more important because of the price of advertising. Typically, your brand will be cheaper to bid and rank first for because of the volume people are searching for it and lack of competition for the word itself. By no means is branded bidding cheaper one hundred percent of the time because competitors also have the ability to bid on your brand. This practice is becoming increasingly popular for multiple reasons. To start, with multiple people or companies bidding on your brand your costs are only going to go up. Costs going up will mean depleting your PPC budget faster, and reducing your overall reach for your account. Besides simply raising your prices, competitors bidding on your brand will result in their ads showing up with yours. Luckily, you will have the advantage because of your landing page relevance and quality score, which should result in you securing a better average position. However, at this point you are at the mercy of the user being more engaged with your ads or your competitor.

Luckily, there are a lot of things you can do to be proactive and get that attention on your ad. Taking up as much ”real estate” as possible online is something we stress at Momentum, whether it on a search results page or for an individual ad itself. Using your brand in conjunction with your services is a great way to ensure your branding comes up. Additionally, ad extensions are especially helpful for making your ads big and telling the rest of your brand’s story. Sitelink extensions can direct users to your best-converting pages or help promote poorly performing pages you want to give a boost to. Callouts and Structured snippet extensions are great for advertising your company’s unique value propositions as well as specials & promotions.

To conclude, branded keyword bidding should be a marketing given. Simply put, it is an efficient way to ensure your brand name shows up should anyone search for it via Google. Organic traffic has the ability to make up for this, but unless your name is truly unique (#7 in the SEJ blog) and does not include any ties to your industry you’ll be fighting a long term battle for SEO supremacy. Branded bids and branded ads will ensure your message gets in front of your intended audience and allows you to take up as much real estate as possible on the search results page as quickly as possible.

If you have any questions on how to promote your brand through paid search, please feel free to contact us by phone or email. The Momentum team is always available for a free PPC or SEO audit to get your brand on the right track.

By admin
October 23, 2017

5 Reasons to Switch to an Instagram Business Profile

Today, 86% of top brands have Instagram accounts, that’s up from 71% from last year. If you’re a small business or an influencer on Instagram, you’ve probably had the notification offer to switch to an Instagram Business profile.Of course, new features (especially free ones) are always enticing, but if your current account is succeeding and growing, why should you even bother switching to a Business profile? I’m going to showcase my top 5 reasons for you to switch to an Instagram Business profile. Rest assured, the switch isn’t permanent and if you don’t find value in the features, you could convert back to a normal profile at the click of a button! Let’s dive in.

Insights and Analytics

I’m definitely a data analytics guy, so this reason alone would be enough for me to switch my account to a business one. Having valuable insights about my followers at the click of a button? Count me in!

If you keep up with Momentum Digital’s Instagram page, you’d definitely see us stressing the importance of data to make more informed decision in regards to social media content. Whether it’s content type, hashtag use, demographics, consistency, or even posting times, having the right information at your fingertips can often be enough to push your pages’ engagement to the next tier.

Once you’ve switched to a business profile, you’re able to see data like impressions, engagement, and reach for individual posts, but the real value in this feature is when you check out the new “Insights” icon  at the top of your Instagram app for a more holistic overview of your account’s performance. Some of the metrics available to you include:

  • Followers in the last 7 days
  • Impressions per day in the last 7 days
  • instagram insightsFollower gender split and age range
  • Geographic locations of your followers
  • Times of day your followers are active on Instagram*

These are all super important for growing your company’s Instagram account, but the most important insight in my opinion is the ability to see the days, and especially the time of day, that your followers are active on the app.

Everyone’s audience is different, so seeing that your followers are particularly active in the 1PM-2PM time slot might make you want to rethink that spontaneous 3AM post!

instagram analytics

Image via Buffer.com

If you’re looking for more in-depth analysis of your Instagram account, you should definitely check out our friends at Abyss.io. The software offers some seriously powerful data analytics tools for you to make more informed decisions regarding your social media.

Contact Buttons

This is especially important if you’re a business trying to target local customers! Essentially what this feature adds to your account are possible contact options.

Business profiles have the option to add Email, Call, or Get Directions buttons right below their Instagram bio. These buttons open the user’s designated mail, dialer, and maps applications on his or her phone. No longer does a potential lead need to click the link in your bio and navigate your website to find key information about your business. It’s all available to them at the click of a button which not only makes them more likely to click them, but also shortens the marketing funnel to get in contact with you. A definitive win-win!


Page Identity

This one is more important than a lot of people give credit for. You only have a few seconds to capture the attention of a person who stumbled upon your page. How do you do it?

There are more than 800,000,000 monthly active users on Instagram and the average person’s attention span shrinks every year. Immediately showing a user what your business is and what you do could be the difference of a new engaging follower or just another impression on your page.

instagram posts

Monthly active users on Instagram (Statista)

An Instagram Business profile, when linked to its accompanying Facebook page (required), will display its category under its username. This provides a lightning-quick snapshot of what your page is. Whether you’re a coffee shop, retail store, fashion brand, or blogger, any new viewer will know what you’re about and what to expect from your content below.

Hyperlinked Stories

We’ve been using this quite a bit here at Momentum, and I’ve found this to be an incredibly powerful tool with plenty of uses! Instagram Business Profiles with 10,000 or more followers have the ability to add a “Swipe Up” hyperlink at the bottom of any Instagram Story.

instagram story“So what’s the big deal” you may be asking.

Currently, the only real hyperlink an account can have is the link in the bio, but this new feature adds a whole new avenue to send your followers to different places on the web (e.g a specific page on your website).

Typically, it’s best practice to have your bio link point to our website’s homepage to showcase everything your company does, so the option to have Instagram Stories that send your followers exactly where you want them to is huge!

New blog post? Don’t just let ’em know; send ‘em there! Your cupcake shop launching a new flavor? Link the page to order. Interesting news article for your industry you think could bring value to your followers? Show them!

instagram business profile
Instagram usage growth (Recode)

Still not convinced to give Instagram Stories a shot? Check out some of these statistics from MediaKix

Instagram Ads

This is another big one depending on your business and marketing objective. Some companies will run Instagram ads every day to reach new customers while others won’t look twice at the “Promote” at the top of their profile.

You select an existing post to boost and add a URL that you want your target Instagrammers to visit. Select one of 6 call-to-actions for the ad, create a targeted audience (or let Instagram automatically select one – not recommended!), pick your budget per day, and select the duration of your ad. It’s pretty similar to Facebook ads, which makes sense since Facebook owns Instagram.

You never know the results you could get with a promotion. It doesn’t hurt to throw a few bucks into it and see the return it brings you!

In March 2017, over 120 million Instagrammers visited a website, got directions, called, emailed, or direct messaged to learn about a business based on an Instagram ad (WordStream)

So there you have our top 5 reasons to switch to an Instagram Business Profile! I’m a huge proponent of the features offered by the switch and I use them nearly every day. Worry not, the switch to a Business Profile is not permanent, so there’s no reason not to give it a shot!

 

Frank Tkachenko short bio

Hi, I’m Frank and I’m a social media consultant for Momentum. I’m a big fan of social networking and data, so I love my work! If you have any questions, comments, or just want to talk about social media, you can contact me at [email protected]. Be sure to follow us on Instagram and Facebook. See you next time!

 

October 21, 2017

Small Business Saturday | Philabundance

Momentum Digital is back with another episode of Small Business Saturday, where we highlight a deserving company in the greater Philadelphia area. This Saturday we sat down with Stefanie Arck-Baynes, the Director of Communications at Philabundance.

Philabundance is one of the largest non-profit organizations in Philadelphia and the largest food bank in the region. Originally founded in 1984 by Pamela Rainey Lawler, they merged with the Greater Philadelphia Food Bank in 2005 to create the current entity.

Fast forward a few decades, and what Ms. Lawler started in the back of her car now serves about 90,000 people per week in the Delaware Valley. By rescuing the food from restaurants and giving it to people in need, Philabundance provides an avenue for all Philadelphians to give back to those less fortunate.

Last year, Philabundance rescued almost 50 million pounds of food from restaurants around Philadelphia. Many of the people receiving aid are working class individuals, who just need a little help making ends meet. Roughly a third of these recipients are children, 15% are seniors, and the rest are mostly comprised of military veterans and single parents.

Philabudance offers a variety of programs for which you may get involved. Such initiatives include Grocers Against Hunger, Kid’s Bites, Gleaning, and Fresh For All, their free produce initiative. This program allows hunger-stricken residents the opportunity to receive healthy food options instead of the cheaper, processed alternatives. They host these events every Friday at 11 different locations in the Delaware Valley.

If you would like to get involved, you can donate food, money or time. They have a great volunteer program and plenty of opportunities to do so as they are always looking for help passing out produce or boxing donations in their warehouse. To see all the chances to help out, visit their website at https://www.philabundance.org or follow them on social media @Philabundance.

Until next Saturday!

October 21, 2017

Small Business Saturday | Odyssey Hair Studio

Momentum Digital is back with another episode of Small Business Saturday, where we highlight a deserving company in the greater Philadelphia area. This edition we sat down with Alexis Hoban, the founder of Odyssey Hair Studio located in Washington Square.

Alexis – or Lexi as she’s known by her friends – always knew that one day she would open up a salon in downtown Philadelphia. A few years later, her and her husband Dan built Odyssey Hair Studio “from the ground up.” It certainly helps that her husband owns his own home construction company. They picked their current spot on Pine St. in the Washington Square neighborhood because of its budding population and wholesome neighborhood feel.

Odyssey Hair Studio is committed to maintaining and advancing a creative, modern approach to hair. They pride themselves in their training and preparation, and certainly consider themselves one of the best studios in Philadelphia. Alexis and her diverse team of stylists strive for excellence in precision cutting, dry cutting, barbering, and coloring.

Alexis herself graduated in 2007 from Jean Madeline Aveda Institute in Philadelphia. For the past decade, Alexis has worked and trained with some of the industries most influential hairstylists, including the world-famous Nick Arrojo. In fact, Odyssey Hair Studio is an official Arrojo Ambassador Salon.

So definitely check them out at 1016 Pine St, Philadelphia next time you need a hair cut or color. You can also follow them on social media using the handle @OdysseyHairStudio to stay up to date with all the latest industry trends.

Until next Saturday!

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