Marketing to the Boomer-Consumer

marketing to seniors
ByKevinD

Marketing to the Boomer-Consumer

marketing to seniorsToday, almost all marketers, including internet marketing agencies and professional SEO services should reach out to the “boomer-consumer” generation using both technology and traditional media like printing or mail advertising. But how can a business do this on a limited budget? Get some ideas by reviewing Axiom’s article, Reaching the “Boomer-Consumer”.

To see a great example, look at one of the new websites that Axiom is managing at OurSeniorsDiscounts.net and get on board to reach the senior market! Visit us at www.axiomisbetter.com or call us at 800-888-6348 for a free consultation.

ByKevinD

What Is a Hashtag?

smartphone useWe have commented several times on “hashtags” and how important they are, especially to social media posts. If you are not using hashtags (or don’t know how to use them) then read our articles on this vitally important subject:

Please visit our home page to find out how Axiom Administrative Services can fill your digital marketing needs, including social media maintenance tasks like hashtags! Axiom understands the needs of small businesses, professional practices and nonprofits. Please visit Axiom’s small business services page or call Axiom at 800-888-6348.

ByKevinD

Ideas for a Business Web Blog

Axiom Administrative ServicesMaintaining a website while running your business or professional practice may be more than you bargained for. Let Axiom take care of this for you. Axiom Administrative Services builds digital marketing strategies that work, starting with creative web design, professional SEO services and a full range of web services, including social media content.  Axiom can even coordinate online advertising and professional SEO services with a direct mail marketing or coupon distribution campaign. Think about your needs and then contact Axiom by:

Read Ideas for a Business Web Blog.

ByKevinD

The importance of “Hashtag”

smartphone useMost young people will understand the meaning of the term “hashtag,” but if you are busy running your professional practice or small business, you may not understand the importance of these devices. Get a grip on this important social media subject by reading “What Is a Hashtag?”

Please visit our home page to find out how Axiom Administrative Services can fill your digital marketing needs. Axiom understands the needs of small businesses, professional practices and nonprofits. Please visit Axiom’s small business services page or call Axiom at 800-888-6348.

ByKevinD

Webmaster Help from Google

Google searchDid you know that you can get webmaster help directly from ‘The Man’ (that is Google).  There was a time when Google was very obscure about its criteria for ranking a webpage; the Google employees and the contractors who were involved in this activity were required to sign nondisclosure agreements and the ‘secrets’ were supposed to be kept hidden.

This was a counterproductive policy because it left webmasters and content creators in the dark about how to meet the needs of consumers and to rank highly in Google’s search engine results. Over the years, this policy was eased and then changed totally. Today you can read all about it from “The Boss” himself or herself at Google Webmaster Guidelines.

In the spirit of complying, here is Axiom’s original, not scraped or copied, philosophy about getting to the top of search rankings, generating web traffic and producing results in the form of new customers or clients:

  • Google’s intention is to provide the best answer to the query a user enters. The highest ranked webpage should be the one that is most useful to the viewer, providing the best answer to a specific question.
  • To be useful, a website must provide content that is of some value to the user. Content that is ‘syndicated,’ that is scraped or copied from another site, does not meet this requirement. Even if the copied material is relevant to the question at hand, it does not add value because it was already available elsewhere.
  • There is nothing wrong with a site that is intended to influence buying decisions (that is to sell you stuff); HOWEVER to rank high in search results, the website must provide useful content to the viewer, not merely direct them to a local provider or an Amazon affiliate.

The bottom line is this – produce content that is original and useful to the viewer and adds some value to the experience. If you are a plumber, your website should provide information about the relative merits of fixtures, pipes or maintenance procedures, not just pretty pictures of showers or links to Amazon sites. An attorney’s site should contain information that helps potential clients make important decisions, not just photos of well-dressed people holding law books.

If you are capable of producing this material yourself, then by all means do so. If you have neither the time or the inclination to do this, turn the task over to an internet marketing agency like Axiom Administrative Services. Axiom has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves. Please visit Axiom’s small business services or call Axiom at 800-888-6348.

ByKevinD

Our Year-End Checklist

It is the start of a new year and Axiom is looking forward to helping you with all of your online needs. In 2019, we will continue to develop the branding strategies, the SEO strategies and the digital marketing solutions of all kinds that you need to succeed. Axiom is more than an internet marketing agency providing technical advice or SEO techniques. We will continue to provide those services, but we will also offer help with non-technical areas like niche marketing, especially marketing to seniors.

Seniors and senior marketing is a natural for Axiom because of its location in the state of Florida. This is the center of the “boomer consumer” generation and we know it well! If you are struggling to find digital marketing solutions that work and branding strategies that make your business stand out, turn to Axiom Administrative Services.  We can help you reach those senior markets today! Your business deserves more than a cheap web design, and Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves.

If you are still trying to maintain your own web presence, we urge you to contact us to review your situation and see what we can do to help. In the meantime, here are some housekeeping suggestions for all webmasters.

Yearly Checklist

  • Backup! This is so basic that we hope it does not need to be mentioned. If you have signed on to a provider like GoDaddy or iPage, they will have a service that automatically backs up your site. However, you will probably be charged for this and you can do it perfectly well yourself. Use one of the tools like “BackupBuddy” (a free WordPress plugin) or a similar offering.

    Make sure that at least one copy of the backup files is stored somewhere off your computer. For most people, their Google Drive will have plenty of space for this function. In any case, backup is an absolutely mandatory maintenance activity. If you are not doing it now, start immediately and store one copy in an offsite, safe place.

    If you are using a tool like WordPress (about one third of all websites do), update the WordPress core program, your plugins, and themes. This will ensure that everything works together as planned.

  • Speed Check. One side effect of the digital revolution and high-speed internet connections is that attention spans have shortened dramatically. Several studies suggest the typical viewer will wait no more than a few seconds for a site to load. If it is not there, they move on to the next suggestion in their search results. If you have not done so recently, load your own site and see how long it takes.
  • Mobile Speed and Compatibility Check. In a big way, the computer age in marketing has ended. Today, most search queries are performed on smartphones and mobile devices, and the results are viewed on those small screens. Have you checked to see how your site looks on a smartphone? How fast does it load on mobile devices? The speed check suggested above is even more important for smart phones.
  • More than a few seconds of loading time is too long! If this is an issue, look for the common causes, like graphic elements that are too large. A rule of thumb is to make all images no larger than 12 kilobytes and total page no more than 100 kilobytes. Images take up most of the download time for a web page. There are many ways to optimize a web page, but the one that will improve your speed the most is to make graphics as small as possible.

    Doing this may require you to learn to use a program like Photoshop Express, a free online image editor. This skill should not take long to master, and it will enable you to reduce an image’s pixel count to the minimum. Most people are surprised to see that when viewed on the internet, the low-density image looks as good as a much larger file.

  • Security Check. Perform security fixes as needed. Most people who are not full-time webmasters or at least dedicated amateurs, will not know how to do this. Their best alternative is a plugin like Wordfence Security or Sucuri Security.

This list is the minimum you should be doing. To find out more, please contact us at Axiom Administrative Services or call 800-888-6348.

ByKevinD

Happy New Year

New Year's 2019Tonight is the New Year’s Eve celebration. We will join all of our clients, readers and friends in the festivities as we look forward to a happy and prosperous 2019! Like most folks, we will be enjoying New Year’s Day with our families and friends, but we will be back up on January 2, 2019, with a reminder of the things you should be doing for your website.

Until then, have a happy and safe New Year!

ByKevinD

Factor voice search into your SEO strategy

voice searchThe worlds of SEO strategy and SEO techniques never stand still. That has always been true, but it was never more so than today. There are two trends that you should be especially aware of in 2019.

The ‘invasion’ of voice activated devices and voice initiated searches is now fully upon us. At first, you might think, “So what? How does that change SEO strategy?” Well, voice searches are different in subtle ways from the old typed query. Traditional keywords were derived from these written texts, but most people speak in styles that are different from their writing. Instead of typing sparse words like “pizza, Daytona Beach,” most people are likely to speak at least part of a whole sentence such as, “Where is the nearest Italian restaurant?”

Voice search is growing rapidly and it has great potential to affect how local businesses are found. It may not replace screen-based searches, but it will soon be enough of a factor to change SEO techniques. The advance of devices like Google Home and Amazon Alexa and personal assistants like Siri and Cortana is  going to change SEO strategy, especially for local businesses whose keywords will now have to include phrases like “near me.” Stay tuned in 2019 as we will go deeply into voice search and how it will affect small business.

The second trend is not new, but it is accelerating. This is the dominance of “media” and social media in the internet marketing arena. Today, an internet marketing agency must do much more than maintain a static website for clients. It must also manage social media and produce the content that fills sites like Facebook and YouTube. For many consumers, a business Facebook page is more important than is their website.

We have referred to some of our own clients in the past as examples of this trend. Ourseniors.net not only has an extensive website and an online magazine (OurSeniors.net Magazine), it has extensive social media presence. Take a look by clicking OurSeniors.net Media.

All of this material, the videos, the audio programs, the YouTube presentations, the Google+ presence and the Facebook page are parts of the social media and graphic media efforts that we put forward at Axiom. Obviously, this requires a lot of talent and time. Probably more time and effort than you want to put out!

If you struggle with digital marketing solutions and branding strategies , social media presence and web design, turn to Axiom. Your business deserves more than mere web presence, and Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web and social media presence the ranking it deserves. Please visit Axiom’s small business services or call Axiom at 800-888-6348.

ByKevinD

Merry Christmas and Happy New Year from Axiom!

Merry ChristmasYou do not have to be an internet genius or guru to understand those wishes! At Axiom, we love the holidays just as much as you do, so please accept our best wishes to you, your business or professional practice and your family as well. We will have our regular weekly blog article up the day after Christmas, so please come back Wednesday.

Merry Christmas to All, and to All a “Good Night!”

ByKevinD

What Are Seniors Doing Online?

marketging

An important part of marketing success is simply “knowing your market.” What do your targeted customers do when they shop, look for entertainment or recreation, make a buying decision or use the internet?

Because of our customer base and location (Axiom is based in Florida’s east coast), we have a special interest in marketing to seniors and “boomers.” The central part of Florida’s east coast is home to one of the highest concentrations of seniors in the United States. It is a vital concern to us to know what our seniors are doing, both on and off line.

Pew Research Center provides information on social issues, public opinion, and demographic trends shaping the United States and the world. It also conducts public opinion polling, demographic research and media content analysis. Pew is a resource for accurate information about social trends of all kinds, and we have cited their findings several times. If you, or your marketing people,think that seniors are not on line, Pew Research says that you are wrong! In a recent survey, they found 87% of adults aged 50 to 64 are online.

The misimpression that seniors and boomers are not active in social media and the internet may stem from the attitude of the very oldest of the senior group. People aged 80 or more are, in fact, very small users of internet technology. However, if you want to reach the 80+ prospects, don’t forget to target their adult children; they are online and reachable.

Pew Research Center says that 82% of those aged 65 to 69 and three quarters of 70to 74-year-olds are online; about three-quarters of internet-using seniors say they go online daily. Seniors and boomers may be acting more like teenagers than you, your marketing and branding strategies give them credit for. In fact, Google research has indicated that search engines are the number one way in which boomers and seniors gather information. If they are looking for your business, it must be online and have a senior-friendly SEO strategy.

Your branding strategies need to include strong SEO techniques aimed at seniors and search engine optimization services that ensure you’re being seen by your prospects. Do not think that video content and social media are effective only when targeting adolescents or young adults. However, research has shown that mature viewers are more skeptical and analytical about what they see on social media. Your social media branding strategies should aim to inspire and educate seniors, not just to sell them.

Whenever possible, award them special offers and or invitations. Axiom helps one of its clients, Ourseniors.net, do this often. The OurSeniors.net organization is dedicated to serving the needs of seniors and “boomers” in all ways possible. One of the ways OurSeniors.net accomplishes this is through its frequent “Brunch and Learn” programs. These programs provide east coast seniors with an opportunity to meet and socialize with their contemporaries and to be educated at the same time.

These programs have addressed senior-interest subjects like estate and tax planning,choosing an adult community and picking the best Medicare supplement plan. The education and service function is an important part of the OurSeniors.net branding strategy. It is combined with video presentations on social media sites like YouTube (see the OurSeniors.net  YouTube Channel) and Facebook (OurSeniors.net on Facebook).

Axiom Administrative Services knows that seniors and boomers use search engines, the internet and social media in ever increasing numbers. Axiom has channeled that use into productive digital marketing solutions for OurSeniors.net. Let us do the same for you! Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves. We can combine traditional marketing tools like direct mail advertising with local SEO services to build your branding strategy. Please visit Axiom’s small business services page or call Axiom at 800-888-6348.