IGLTA eNewsletter
Dec. 31, 2014

1. Perfecting the social media balancing act in 2014
By Emma Fitzpatrick
From 8 January: Social media has now been around for years. No matter the industry, you know you have to be on social media — especially in 2014. Managing social media is a fun part of the business, but realistically, it's also one of the hardest. It seems like there's always another social media site popping up, and to stay trendy, you and your business have to be on it. How in the world can one business manage all of these sites? Balancing social media is an act you have to learn to master quickly, before you burn out.More

2. 4 proven tricks to get Facebook likes on your business posts
By Emma Fitzpatrick
From 26 March: Getting likes on your business's Facebook posts may seem like throwing spaghetti against the wall. You know some sticks and performs really well, while others just flop. As far as the why, it's a mystery. Thanks to a recent study, part of the mystery has been cracked. Trust us, using these scientifically supported tips and tricks will help you get more bang for the same amount of time spent. Learn the top four data-proven tricks to help your posts on your business's Facebook page get more likes, comments and impressions below.More

3. How a content calendar can help your content marketing efforts
By Mayur Kisani
From 15 January: Reaching customers is tougher than ever among the crowd of so many businesses. The channels for content marketing — Facebook, Linkedin, Twitter, YouTube, Google+, Tumblr, Pinterest, Instagram, Slideshare and others — are constantly growing. With all of these factors, providing good, attention-grabbing content is vital to be heard in all of the noise. Understanding your target audience, identifying keywords, regularly finding ways to create and publish interesting content are a few of the challenges involved in content marketing. Read on to know how a content calendar can help overcome them.More

4. The 13 best marketing tips
By Jeffrey Dobkin
From 28 May: I have been involved in direct marketing since ... my God! Am I that old already? Over these years, I've learned a few tricks and stored them away. Anyhow, here's a short list of some of my best tips of all time. It starts with the most valuable tool in marketing: a letter. You can catch and hold the attention of a busy magazine editor or the president of American Airlines.More

5. Online search: The SEO 3x5 search matrix
By Jeffrey Dobkin
From 19 February: The toughest part of online marketing is driving people to your website. No online search strategy = no visitors = no payoff. See how important search engine optimization can be? You can change all that. Pay-per-click advertising can be counted on — to be expensive. Results can be great; results can be spotty. Either way, it's sure to be expensive. Enter the world of search engine optimization, or SEO. Results can be lousy here, too — but at least it's free. Results can also be great: driving online search visitors to your site day after day, year after year. Here are SEO instructions that are simple, clear and easy to implement without being a, you know, geek.More

6. Attract new customers to your business with content marketing
By Emma Fitzpatrick
From 23 April: Content marketing is a new ballpark for advertisers and marketers in every industry. With content marketing, your business will be attracting, engaging, listening to and converting consumers who are already interested in what you have to offer. And it's worth the time investment. Traditional marketing tactics average out to $373 per lead, while the cost-per-lead using content marketing is 62 percent less, at $173. Let's jump into how your business can begin attracting new customers by setting goals for your content marketing plan, then making them a reality.More

7. It's not the web on a phone: 3 principles of mobile marketing
By Randall Craig
From 8 July: What have been the most transformational marketing innovations in society? TV and direct mail/database marketing rank up there. Email, the web and social media also do. And so does mobile — but why? It is too easy to think of mobile as nothing more than a small screen. Web designers and developers work hard to ensure that their sites are responsive — a web design that automatically reformats itself for the desktop, tablet or cellphone screen. And then the effort stops.More

8. Internet marketing: Don't waste your time on the Internet
By Jeffrey Dobkin
From 22 January: Small business advice: You don't need a "great" website. What Internet marketing expert told you that you did? Is the Web a viable way to earn a living? Sure, if you have the time, the money and the talent. And the staff. Then, add more time, money and staff because everything changes rapidly. Every time Google draws a line, you'll need to jump — and don't worry, they'll tell you how high. Here's what you're doing wrong and what to do about it.More

9. Travel industry relying on young spenders
By Archita Datta Majumdar
From 22 August: A report released by the Boston Consulting Group last year depicted figures that detail how millennials will bypass their elders and make up the biggest travel demographic in 5-10 years. Social media and emerging technology have shrunk the global economy and enabled businesses to expand beyond horizons faster than ever before. As distant lands became more accessible, young minds were naturally beckoned to explore. Because these young travelers are more tech savvy than their older counterparts and totally immersed in social media, the industry has been quick to capitalize.More

10. When the customer is wrong
By Linchi Kwok
From 30 July: "The customer is always right." That is probably the most-heard sentence when companies talk about customer service. Yet, in reality, we all know that not every customer is right. I recently read a popular update on Facebook about a group of unpleasant customers in a hotel. According to this update, a guest stayed in a Holiday Inn in Europe, which charges 3.50 euros an hour for Wi-Fi service. During his stay, he witnessed an interesting incident in which he thought the hotel staff had done an excellent job in teaching some unpleasant guests a lesson.More