Website traffic can boost your business and give you more revenue. 

The key is to find a marketing strategy that will boost your website traffic. You can either have SEO or SEM. But what’s the difference between SEO and SEM? 

For starters, SEO is about organic traffic by writing blogs and optimizing the content on your website. When it comes to SEM, it’s about paid traffic. 

Of course, there’s a lot more strategy and knowledge of SEO and SEM beyond what was just described. You have to understand how they are used differently to figure out what works best in your business. 

Here’s a guide on everything you need to know about SEO and SEM and how they can benefit your business. 

Everything You Need to Know About SEO

When it comes to SEO, you need to know exactly what it is and how it can benefit your business. SEO stands for search engine optimization. It helps your website rank higher on Google pages when someone searches for something related to your business. 

To gain a proper understanding of SEO, you need to know the different ways it works. You need to know how it can benefit your business. Here’s a proper breakdown of SEO and how it works. 

SEO Keywords

if you want your website to rank higher on Google, you need to know about keywords. They are an essential part of SEO. 

Google looks at specific keywords to see what’s the most popular in your industry. If you use these keywords in your content, it can help your website rank higher. 

However, some keywords are nearly impossible to rank, or it takes a long time to rank in a particular keyword because of your competitors. That means if a keyword is really popular among your target market. Still, it’s hard to rank because your competitors already use that keyword a lot. It’s probably a good idea to consider another keyword to use in your content. 

For example, when you are searching for keywords to use in your content, you should consider the volume of which the keyword is searched and the difficulty it is to rank in that particular keyword.

SEO Quality

After you’ve found the keywords you want to use in your content, you need to consider the quality of your writing. 

When Google looks at content and determines how to rank it, they look at the content’s quality. They want to see how useful it is for a particular target audience. 

They want to see the usefulness and relevance it is to your target market. For example, if you were to write a blog article on a particular topic and it helped your target market a lot with whatever problem they had, Google might bump up your website a little higher because of that article. 

SEO Meta Tags

Meta tags are important because they’re often the first thing someone sees before they click on your website. It’s the heading and description of your link on a Google search. 

Google also looks at these to see if how well you are conveying your message on a search. 

If you want to generate more clicks, you need to consider writing persuasive meta tags. You need to add the keyword in the meta tags and make it compelling enough for your target market to click on it. 

Everything You Need to Know About SEM

SEM stands for search engine marketing. It’s different from SEO because you have to pay for this kind of marketing. SEO is about using keywords and writing a lot of content to be found without paying for ads. 

Here’s a breakdown of how SEM works and how it can benefit your business. 

SEM Bidding

If you want your ads to be seen, you need to have a certain bid. That means you want to create ads with keywords. 

When someone searches for something with the keyword included, you pay for Google however much you bid on. You also have to remember that your competitors are also bidding, so if you want to outbid them and make sure your ad is shown more, you will need to pay more for certain keywords. 

SEM Focus

If you want your SEM ads to do well, you need to have a goal. 

If your goal is to generate more clicks and website visits, you should consider using the cost-per-click Google bidding. This is what kind of focus you want when you run Google ads. 

Besides, you can also have a conversion campaign when you are doing SEM. For example, if you are trying to accomplish the goal of more conversions, Google will make sure you have a bid that optimizes your conversions. 

You also want to make sure you set an ad budget. You don’t want to overspend on ads that aren’t working. 

Now You Know the Difference Between SEO and SEM

Knowing the difference between SEO and SEM can do a lot for your business. It can clear up any confusion on which one will work better for your business. It’s important to remember that they each serve a unique purpose in your business. 

In fact, SEO and SEM can work together to generate more website traffic. You can use both to talk about your brand and produce quality content that drives in more traffic. This article can help you get started on generating more website traffic and generating more revenue. 

If you need help with your SEO or SEM campaign, you can contact us here

If you own a business, there are several ways to improve your online marketing strategy so that you can increase your lead generation, conversion rates, and ultimately, profit. One of the best ways to guarantee long-term growth, however, is to stay on top of the trends running the industry. This ensures that you’re never left behind and that you remain competitive.

If that’s something you’re interested in, read on to learn about the upcoming top digital marketing trends for 2022.

1. AI Is Growing

artificial intelligence (AI) has slowly begun to play a larger and larger role in business and digital marketing activities in all areas. In fact, 80% of business and tech leaders claim that AI boosts their productivity already.

You can take advantage of this productivity boost yourself by using AI technology to make your processes more accurate and efficient, boosting customer experience along the way.

Marketing chatbots are just one example of the power of AI.

2. Micro-Influencers Are Taking Over

Influencers are nothing new, and for a while, people thought influencer marketing might be on the decline. This changed when the global pandemic pushed more people online than ever before, and micro-influencers began to take over the scene. Micro-influencers are influencers with smaller followings of 1,000 to 100,000 followers.

Micro-influencers are taking over because they maintain more niche pages and are seen as experts in their industry or passion. As a result of this and the fact that they are smaller, their audiences are more engaged and trusting. Their smaller audiences are also more easily defined.

Another bonus: They’re cheaper than regular influencers with larger followings.

3. Video Is Always a Good Idea

They say content is king, and they’re right, but videos are the king of content.

Human eyes are attracted to movement, and due to our instincts, video is more attention-grabbing and stimulating than other forms of content. It also involves more senses – visual and audio. As a result, audiences watch video content longer.

This makes video advertising more effective and easy to remember. Studies even show that 95% of a message is recalled by viewers when in a video format, compared to a mere 10% when it’s portrayed in the text.

It’s also worth noting that it’s easier to invoke action-inducing emotion with video content.

4. Advertising on Messaging Apps

Among the upcoming digital marketing trends is the move towards advertising on messaging apps. You wouldn’t think users would need more than one, but people contact others through an assortment of messaging apps available. Facebook Messenger, Instagram direct message, and Whatsapp are just a few.

Advertising on messaging apps works because it’s taking place where conversations are already happening and the consumer is ready to take in information. Here, your business is associated with the other important contacts in a consumer’s life.

Messaging apps are great because they encourage conversation with your brand. It’s the opportunity to provide customer support, build relationships, and grow customer loyalty.

5. Voice Search Is on the Rise

About 50% of all searches made online are predicted to be made via voice search by the end of 2020. That means going into 2022, it’s important to make voice search optimization a part of your marketing game plan.

Part of the reason voice search is growing is that people are realizing that it’s faster and easier than typing when you’re on the go. In some cases, such as when driving, it’s also safer.

The important thing to keep in mind for voice search is that people speak differently than they type, so you’ll want to adjust your SEO strategy and keywords to account for this.

6. Say Hello to AR and VR

Both augmented reality (AR) and virtual reality (VR) are on the rise, and smart, successful businesses are thinking about how to implement them in their digital marketing strategy.

AR and VR allow a customer to experience your place, product, or event without having to be there physically. It may seem futuristic, but it will soon be expected by users when competitors are providing AR and VR options.

This trend is especially important for online businesses or those with customers that can’t go onsite.

7. Stick With Social

Social media has been a popular part of online marketing for a while, but the number of users and time spent on social media platforms is only growing.

Plus, social media is always changing. To run a successful social media business page, you need to stay up to date on all of the platform’s unique changes, additions, and features.

Social media users continue to open up to following and connecting with brands that maintain a strong social media presence. In 2022, this form of marketing will continue to be one of the best ways to build your brand community and generate leads.

8. Try Out TikTok

On the topic of social media, a likely huge player in marketing in 2022 will be TikTok. Over the past year, the number of users on TikTok outside of China has exploded. Better yet, a huge portion of TikTok users are the younger audiences many brands target.

Make sure that if you create a paid social advertising strategy that you consider promoting on TikTok.

9. Focus on Customer Retention

As far as marketing trends go, successful businesses are beginning to realize that it’s cheaper and easier to keep customers than it is to find new ones. As a result, customer retention should take up a good amount of your business strategy. Brand loyal customers are also more valuable because they’re repeat-buyers and spread the word.

To work on retaining more of your customers, focus on personalizing their experience. A great way to do this is by segmenting your audience so that you’re not trying the same tactics on everyone.

Use These Digital Marketing Trends to Win 2022

Staying informed of digital marketing trends is essential if you want your business to succeed. This is especially the case as more businesses move online, amping up the competition.

Found this article helpful and want to know more about improving your online marketing? Check out our marketing services today.

As a business, your website must stand out from the billions of others even when you’re vying for local customer attention. If you’re a startup, it might be difficult to compete against industry titans. It’s especially tough when you have limited funds.

Don’t despair yet.

With this guide, you’ll learn how to improve your online marketing efforts. That way, you can get a loyal customer base and maintain your presence. Read on and find out more:

1. Optimize Your Website for Various Platforms

Did you ever test your website on various devices? After all, 72.6% of the entire internet will browse the World Wide Web using their smartphones by 2025. That’s why you must assume that your customers use various sources to view your website.

Once you ascertain this, you must focus on delivering a consistently positive experience for each platform. Achieving it is possible by ensuring that your website functions seamlessly across various devices. This includes PCs, Macs, smartphones, and tablets.

2. Make a Simple Checkout Path

This means your visitors must have an easy path to the finish line: buying your product or availing your service. You don’t want your customers to get distracted by wandering away from what your business can offer. A good method of doing this is to make checking out easier to spot, like using a big, obvious shopping cart icon.

Another approach is to be a minimalist. Don’t use background patterns and limit your use of graphics while maintaining site design colors to 2-3. Also, ensure that your links open in new tabs to ensure that they won’t get redirected away from your website.

3. Offer Free Shipping

Is your website made for selling products? If so, a good way to stand above your competitors is to offer free shipping promotions. Online shoppers prefer working with businesses offering this feature, with 77% of them insisting that it must be an option.

The worst thing your customers experience is to get surprised by unexpected shipping costs. If you do this, you can expect your conversion rates to get lower.

4. Improve Your SEO Efforts

If you don’t know what SEO is, likely, your website won’t last long. It’s because Search Engine Optimization is the ultimate way for Google to notice your business. This means people are more likely to find you when they search online.

A good place to start is to improve your content. This means you must focus on making high-quality, relevant content for your website. After that, manage your backlinks and ensure everything comes from reputable sources.

5. Make Social Media Accounts

Your company’s social media presence is as important as your website when driving customers to your business. At the very least, having social media profiles improves your online visibility. But the main draw of having a well-managed social media account is to increase the trust customers place in your business.

When delving into social media, you must at least have an account for the three major platforms: Facebook, Instagram, and Twitter. This ensures that your client base keeps on engaging your business. Regardless, be helpful and cordial to your followers.

6. Get Listings in Free Directories

Free directories across the internet may already list your website automatically. That’s why the only thing you must do is to ensure that this information remains consistent across various listings. If you do this, Google will rank your website higher on the search engine results page.

You can use platforms and tools to automatically search and update any business listing on the internet. If you’re willing to pay extra, this option is great. Otherwise, doing manual claims and updates is the way to go.

7. Use Video Marketing

Now is the best time to consider adding engaging video content into your marketing strategy. It’s especially important when you use it on social media platforms. Posting a short, entertaining video can turn lots of attention in your direction.

An effective technique is to demonstrate your product in an interesting light. Ensure that it’s a quick, fast-moving clip with engaging music. You only have a few seconds to catch your customers’ attention—use it to increase conversions.

8. Get Positive Reviews

Your customer’s feedback is important. When new prospects see your brand, they must know how you managed to impress your existing clients. This increases their trust and makes them more willing to do business with you.

Always work to resolve issues your clients encounter while working with you. This decreases your likelihood of getting negative reviews. Learn how to craft a brand awareness strategy for your business to build positive buzz.

9. Study Website Data

Knowing what your audience does when they get into your website is a blessing. This allows you to make more important decisions to enhance your online conversions. A good way to do this is to take online marketing courses and use tools like Google Analytics.

Google Analytics is useful since it gives you a map of the things happening in your web traffic. This allows you to see the right direction and improve how people find you.

10. Run Ads on Either Facebook or Google

Facebook made lots of improvements to its ad management system. Using this alongside Google Ads are invaluable to your online marketing efforts. These might not lead to direct conversions, but they’re great at making your audience more aware of your content.

But the primary benefit of running ads is to improve website traffic. Awareness and traffic are two components that must happen before sales can take place. To make the most out of it, ensure that your ads only reach your intended audience.

Learn Online Marketing Today!

These are some tips to improve your online marketing efforts. Use these if you want to increase your business’s online visibility and find more customers.

Do you need a reputable online marketing agency? If so, contact us today and let us work together for your company’s betterment.

11 Comprehensive Marketing Strategies,
From Planning To Lead Generation.

By Jason Delfos, President & Founder of Mad Group Consulting, Inc.

IT'S TIME TO MOVE ABOVE THE NOISE WITH A POTENT MARKETING STRATEGY. Every year more competitors come into your space and make your marketing efforts more difficult. There is simply an overwhelming amount of noise in advertising and marketing. It’s too easy to be invisible, obscure, and even forgettable. Since most businesses can spend no more than 5-10% of their gross sales on marketing, it’s important to spend this budget wisely with a well-planned tactical approach. As you read through this step-by-step guide to marketing your business, you will notice how we guide you from research to brand preparation, marketing strategies to marketing execution, and finally testing, tracking, and tweaking, to finally, case study documentation.

Before we get into the details of these marketing agency strategies, we are assuming you have refined and articulated your vision, core focus, and core values as an organization. Everything you do in marketing should be aligned with these three things. This creates the guideline for messaging, promoting the brand, the target markets you care about, and the numbers you need to achieve through a comprehensive marketing agency approach.

Step 1 — How To Correct The Foundational Mistake Most Companies Make

Understand who your best prospects are and what they appreciate most. When choosing the best prospects to market to, there are a few questions to ask yourself before you begin. Do your prospects align with the values of your company? Will they add or detract from the vision your company is committed to? Will they be enjoyable to work with, and can your team be inspired by their quest? Are they low hanging fruit? Are they attainable with the resources you have? Do you have the resources to serve them well? Lastly, will they be profitable for you and do they have the resources to become a long-term client? Once you’ve answered these questions and you’ve created the parameters of your best prospects, now it’s time to do your research on what matters most to them and their influencers? What and where are their emotional trigger points (will they react to your messaging)? What are their needs occasions? What is their lifestyle like? And what walls will you have to tear down to build their trust?

Step 2 — How To Get The Edge On Your Competitors In 2022

Understand who your competitors are and how they are positioned in your markets. It’s not enough to be trustworthy or competent these days, because your competitors may also be trustworthy and just as competent. The key is to understand the “perceived” differences between you and them and then highlight them if they can add leverage to your message. A great way to do this is to create a comparison chart. A comparison chart is a list of services and attributes that you place side-by-side against your competitors and the industry at large. This highlights in plain view where you stand compared to them, and how high your standards are versus the industry standards. We recommend that you be as honest as possible in portraying your strengths and weaknesses, and we also recommend that you give proper credit to your competitors. By this act of transparency, you build immense trust and increase your chances of your viewers contacting you for more information.

Step 3 — The Marketing Strategy Jackpot Most Companies Ignore

Understand what is unserved or underserved in your markets. As a consumer have you ever asked yourself, “I wish this thing came with a…” or “If only they made this thing stronger, lighter, smaller, more flexible…?.” Also, “It would be great if there was more variety, for much less…?” Or even the opposite, “…less variety, less often, with more exclusivity…”. These are just examples to demonstrate that in every market for every service and every product, consumers and businesses are wishing for more. Richard Branson started Virgin Airlines because no airlines offered a direct flight from the Virgin Islands to the US in 1984. He also started Virgin Mobile because college students didn’t have enough credit to get cell phones, hence the beginning of prepaid phones. Markets are always underserved and you can be the company that identifies and develops solutions to fill some of those needs, which will help you stand out from the crowd, especially if you add these differentiators to your comparison chart.

Step 4 — Make This A High Priority Item...

As a marketing agency that has seen great successes with campaigns, we recommend you act on the biggest complaints in your industry. Another important area where you can add value is to identify what the biggest complaints are in your industry and then try to be the company that addresses these. It could be subpar service, quality, reliability, or availability. Since businesses these days are innovating more rapidly than ever, it’s important to be constantly improving just to stay competitive. If those improvements zero in at key focal points of discontent, then you may be a more attractive choice to potential clients than others in your marketplace. But in all cases, these complaints are opportunities to get ahead of competitors and they should be capitalized upon in your marketing efforts.

“Can’t they make these things stronger?”
“Every company we call is closed on Saturdays...”

If you address these most common complaints, you can promote this in your marketing. The fact that you make things more convenient for your clients, or do them better or faster should be a distinctive part of your brand message. Highlight them as game-changers and be specific in the details so prospects believe you.

Step 5 — If You Don't Have This... You're Going Down!

Build brand trust by connecting emotionally and increasing your likability factor. This may seem like an odd or simplistic recommendation, but likability is the number one factor for separating competitors at the top of the market. The difference between the top three competitors in each market is so minuscule that it’s truly difficult to compare competence or differentiators. This is when “likability” becomes the separator. Human beings are emotional decision-makers and if people like and connect with your brand there’s a good chance they’ll do business with you. If they like you they will most likely trust you. Survey Monkey reports that two-thirds of adults in the US say that trust in a brand has a great deal (31%) or a lot (37%) of influence on their decision when making a big purchase.

One of the most effective ways to build likability and trust within your brand is to put “personality” into your messaging and visuals. Add flavor, humor, wit, attitude, moxie, cleverness, warmth, and passion into your headlines, sub-headlines, and wherever you can in your body text. Try to avoid matter-of-fact writing. Try not to be dry, sterile, and hyper-literal. Show who you are at your most relaxed and charming state and readers will pick up on this and be more receptive and responsive. Just like in life, people will gravitate towards those whom they like best, not necessarily those that are the best.

Step 6 — How To Create The Ultimate Marketing Strategy In 2022

To generate leads and attract the clientele you desire, we recommend a multifaceted, multi-tiered approach to your marketing strategy.

1. Start With Specific Goals — Units To Be Sold or Dollars To Be Earned

Start with your goals and work backward. Your goals are different from your projections. Your goals should be set higher than your projections because you are going to allocate time, money, and effort to change the course you’re on.

Once you have created your goals in dollars or units, then it is time to understand and outline which revenue streams will get you to those goals. In other words, break down the services that will get you to those goals and understand how much each service will earn you. If it seems difficult to do that with the current services you offer, you might have to introduce new services or products to get you there.

2. Outline Your Tiers And Leads

Once you have your goals defined by each service you offer, or by the products you sell, now it’s time to estimate the number of leads (phone calls or inquiries) you will need to get you there. The way to do this is to look at industry averages and your averages to see how many leads you will need to close the required amount of deals.

We recommend going a step further and breaking down your client sales into tiers. For example, the clients that spend the most would be top tier sales or tier-one clients. Then tier two clients would be mid-range clients, and tier three clients would be lower dollar amount sales, usually the bulk of your business. Once you have broken these down and estimated sales in each tier, you can now estimate leads needed in each category and devise your marketing strategy according to these tiers. Now you can allocate marketing dollars and programs that will reach each of these clientele groups, plus you can create up-sell programs that will move clients to a higher tier.

3. Combine Digital Marketing With Traditional Media Marketing

We recommend breaking down your marketing approach into two main categories, Digital Marketing and Traditional Media Marketing. Digital marketing might include, Email Marketing, Google Paid Advertising, Search Engine Optimization, Digital Banner Advertising, Social Media Marketing, and all things internet related.

Traditional Media Marketing might include direct mail campaigns, letter-writing campaigns, magazine ads, posters, trade shows, radio, TV, flyers, billboards, and all things non-internet related. Please keep in mind that these marketing mediums might need to be coordinated to support each other. For instance, if you send out a direct mail piece, it might be prudent to back it up with an email campaign directing the same prospects to landing pages or your website.

A recent survey showed that 33% of consumers don’t trust in those brands that don’t offer printed communications and 69% would never choose a company with no printed bill option for transactions. Though digital marketing may be the most effective and efficient means for generating leads, it might not always be the best way to convert leads into clients. A hand-written letter to a prospect or a lead may be far more effective than a text message or an email. A brochure picked up at a car dealership with an insert providing useful pricing information and comparison charts may be more connecting and effective than information from a website. Every touch-point of the customer journey should be evaluated to see whether digital or traditional marketing should be used.

4. The Big Mistake—Avoid Underestimating What It Takes To Generate Good Leads

Remarkably few companies are thorough enough with their approach to creating marketing plans. Most often they are haphazardly put together without specific details or approaches. Quite frankly, most companies severely underestimate what it takes to attract great clients.

Once you’ve chosen the marketing mediums that you think might be most effective to reach your audiences, it’s time to estimate the number of leads each medium should bring you each month and each quarter. Your budget needs to allow for the number of leads you are aiming for. Please be realistic, and do not underestimate the effort and the money it takes to generate good leads.

5. The 12-Month Marketing Calendar

Once you’ve broken all of these down into estimated leads generated by marketing mediums, tiers, and services or products sold, it’s time to create a twelve-month spreadsheet showing what marketing mediums you are using each month, and how many dollars you are allocating to each medium each month. Also, you need to estimate how many qualified leads you expect to generate each month. Please estimate on the lower side of averages until you have dialed in each marketing program with A-B testing and tweaking.

Now that you have the twelve-month calendar organized by each marketing service or medium that you’ll use to get you to your goals, it’s time to get more specific about the strategies and actions you will need to deploy each quarter to get you there. It will be very difficult to plan for more than one quarter. Break down January through March, April through June, and so on. Once you have broken down all of these details of your goals, audiences, leads, marketing mediums, calendars, and activities, you are ready to move forward on developing targeted prospects for your business.

Step 7 — You Won't Be Considered Unless You...

Stay top-of-mind. When you create your quarterly or annual marketing plan and budget, be sure to develop one plan for long-term return on investment (ROI) and another for short-term ROI gain. For instance, if you are competing for market share, it is super important to be seen, heard, and talked about frequently—in other words, stay top-of-mind. This is important so that you are not forgotten when potential clients are ready to make purchasing decisions. You always want to be amongst the top two or three choices when the conversation arises to make a buying decision. Staying top-of-mind may not pay off short-term ROI, but it is every bit as important as an instant ROI marketing program. We usually recommend running both short and long marketing programs simultaneously. You simply can’t entice buyers constantly by great offers and call-to-actions. It is imperative to attract people to your brand and namesake through educating, informing, and being a friend to those who would benefit from your expertise whether they are a client or not. This is where brand marketing comes into play.

Brand marketing is just being your prospect’s best friend. It’s less about marketing and more about inspiring quotes, educational how-tos, gift ideas for your birthday, getting real with emotionally connecting dialog and human-like conversations. These are all excuses to reach out on a monthly or regular basis to connect with them. According to MarketingCharts.com, recent research has found that in the US, almost 2-in-3 consumers (64%) feel that companies have lost touch with the human element of the customer experience. So spend time and money on long-term brand marketing while you also focus on short-term programs.

Step 8 — 11 Tips For Creating Irresistible Call-To-Actions

Improve short-term ROI with these Call-to-action tips. For a more direct approach to marketing a call-to-action is one of the best ways to attract attention and sales. A call-to-action (CTA) is an offering, invitation, or emotional prompter that get’s people to take an action they otherwise would not have taken. The question to always ask yourself when creating a Call-To-Action is, is it irresistible? Does it make you want a thing more now than ever before? Here are a few things to keep in mind when creating call-to-actions.

  1. Understand what your competitors are offering before you create yours
  2. Calculate what the average lifetime value of your client is and then decide what you are willing to part with to get that client. (To learn how to calculate Average Lifetime Value - click here)
  3. Make your call-to-actions difficult to refuse
  4. Make them trustworthy and believable
  5. Make them clear and precise and be upfront about their restrictions
  6. Add a limited time-frame and a sense of urgency to them
  7. Complement them with other supporting benefits
  8. Be honorable and never try to deceive
  9. Use promo codes to track the success
  10. Package your offerings with other complementing products or services. eg. Free drink and fries with the purchase of a burger
  11. Understand that call-to-actions don’t have to be about direct and immediate ROI. They can be an invitation to an event or an emotional plea to learn more, or, simply to subscribe to something. Whatever they may be, please have a goal in mind for what you want them to achieve for you.

Step 9 — Improve Conversions By Over 400% With This Marketing Agency Approach

Create tactical marketing funnels on your website. It’s tempting to design your marketing with a direct selling approach, but we recommend introducing your prospects to helpful information before you ask for the sale. This is a great way to build trust and introduce them to your company without scaring them. Also, since Google rewards websites that have high click-through rates, this marketing approach can create a higher organic website ranking which in turn gives your traffic a boost. To paint a more vivid picture of a website marketing funnel, this diagram shows how visitors filter down from a wider audience to a select few who may become leads and clients. As an example, for every hundred clients that visit your website, it is typical that two of them may become leads. 2-4% is average depending on which industry you’re in, however lower and higher traffic-to-lead ratios are common.

There are formulas and tactics for making effective marketing funnels, but top things to consider when guiding them through your website are to whet their appetite with a provocative headline and brief content that has them digging for more. Once they have clicked into a different page, give them helpful information that benefits them and prompt them to take action, or learn more. Continue this sequence of giving information and prompting action. The deeper they go, the higher the chance of them taking action. Do this throughout your website or landing pages with various products or services and watch your leads and click-through rates increase.

Step 10 — The Most Powerful Formula For Success...

Test, track, tweak and repeat. Marketing is often about failure. The sooner you accept that the sooner you’ll be successful in your marketing efforts. The key is to fail small and soon. But to minimize failure and losses, you’ll have to spend time and money on research and testing. Read as much as you can on best practices and successful campaigns within your industry. Get advice from marketing experts and listen to them through trial and error. If you have chosen a seasoned marketing professional, your personal opinion might not carry as much relevance as theirs. Remember data will tell the story about your successes and failures. Comprehensive AB testing will give you data information. But don’t rely only on bits of data, stick to a comprehensive strategy that’s measured over time. If quick ROI is your goal, remember that quick ROI comes after months and sometimes years of trial and error. In other words, quick ROI is very hard to come by and often includes luck.

After you’ve tested, tracked, and tweaked your marketing you should be left with the highest performing campaigns. Use these as your go-to campaigns, but don’t stop there. Keep testing against the best campaigns using tried and true methods you’ve developed through the process. This is where you start to see your investments pay off tremendously. If you stay with a long term approach and make improvements along the way, you’ll feel you earned your success rightfully.

Step 11 — A Winning Format For Creating Case Studies

Case Studies and success stories can be an extraordinary tool for convincing prospects that you can achieve success for them. If you format your case study properly, you can show viewers the progression from start to success and give them specific details about the journey. For example, you can start with a compelling title that states your results and then follow a format that looks something like this: A “Title & Subhead”, An “Overview” paragraph, A “Challenges” paragraph, A “Solutions” paragraph, A “Results” paragraph.

The goal is to tell a coherent, easy-to-follow story that includes charts and statistics, before and afters, praises, and testimonials, and any information that tells the effect your efforts had on their success. Please note that the case studies should be written by your company, not the client. If you wait for the client to write one for you it’s hardly likely it will get written, and especially not in the manner that would satisfy you. The best way to approach this is to write it as accurately and forthcoming as possible, then ask your client to endorse what you’ve written by writing a testimonial that supports it.

How To Stop The Bleeding And Missed Opportunities:
Though our marketing agency strategy guide might be overwhelming, it has left out volumes of information that are needed to master marketing planning and execution. Hopefully, though, this has given you a step-by-step overview of how to approach your marketing so that you don’t waste time, money, and brand equity in mediocre marketing. For professional advice or marketing planning please reach out to us at MAD Group and we will let you know if and how we can help you. Cheers to your future success.

Video marketing is a crucial part of any campaign today. It does, however, present an SEO problem. Search engines can’t watch videos, so how do you make sure your video is at the top of the search results?

SEO can be worth thousands of dollars for small businesses. With this in mind, how can you harness the power of SEO and video marketing?

There are ways to do both, and we’re here to tell you how.

Are you ready to start combining the power of video marketing and SEO? Do you want to make your business grow? Then read on and find out how you can optimize video content for SEO.

Provide a Transcript

This is probably the easiest way to optimize video content: the script will need to be optimized for SEO itself. You will then provide a transcript for the video on the same page.

By doing this, you are not only optimizing the video’s page for SEO, but you are also providing a service. Deaf viewers and those who cannot watch videos will enjoy reading your transcript.

How many times have you wanted to watch a video, but not had headphones? Have you even bothered to go back and watch that video later? A transcript decreases the bounce rate and lets you access a wider audience as well as improving your video’s SEO optimization.

Choose the Right Platform

You should carefully consider which video platform you upload to. Each one offers different ways to optimize video content.

Youtube is the default, but make sure to do your research. Some providers, particularly those that are aimed at marketers, will add SEO-friendly metadata for you. Good metadata is a huge part of a video’s search engine optimization and determines its place in the search results.

If you’re just trying to build brand awareness, then Youtube and Vimeo are still the best bet.

Optimize Your Metadata

As we mentioned, some platforms will sort out your metadata for you, but it’s better to do it yourself.

You should research keywords before you even make your video. Once you’ve established what keywords you want to use, you need to make sure your video’s metadata is optimized.

The primary keyword should be in the video title. You also need to add them to the description, but avoid keyword stuffing.

Video descriptions should be over 250 words in length. This provides enough room to optimize the video for SEO.

Ensure that you include great tags for your video. Your main keyword should be the first tag, and relevant secondary keywords should follow.

Choose a Great Thumbnail

Your video’s thumbnail should be instantly engaging for the audience. If it’s drab, you won’t get as many clicks and your ranking will decrease.

Choose an engaging, beautiful, and thought-provoking thumbnail. It could be a still from your video or a related image. The main aim is to improve the number of clicks on your video, so let your imagination run wild.

Embed Your Video

Embedding your video on your site can help your video’s ranking improve. However, there are a couple of guidelines to be aware of:

  1. If you want to optimize video content, you should know that Google typically stops crawling after the first video. If you’re embedding more than one video, use the one you want to promote as the first video on the page.
  2. Don’t embed the same video on multiple pages. You will end up competing with yourself.

Optimize Video Content By Making It the Centerpiece

Your video should be the center of your web page. The whole page it is on should be built around the video.

Sometimes, you’ll see videos hidden at the bottom of pages, which isn’t the correct placement. You want your audience to watch your video, right?

Search engines are also more likely to crawl your video if it’s visible on the page. Make watching the video an essential part of the page’s experience.

Create an SEO Strategy For Your Videos

Your videos need to be relevant and related. If you’re a culinary business, you shouldn’t be making videos about tech.

Create an SEO strategy for your video content. You should know what topics you want to cover, their ideal length, their release schedule, and how you’ll promote them.

This kind of strategy will keep viewers coming back to your content. A regular release schedule and video length is comforting and lets them incorporate watching your video into their days. This gets you more clicks, which improves your SEO.

Promote Your Videos

Video marketing isn’t as simple as uploading a video and then leaving it alone. You need to promote your videos constantly.

Promoting your videos means that more people will watch your content, more people will subscribe, and people will continue to watch your videos. This will result in better search engine rankings.

Share them via email, social media, and your website. You could even provide your channel with a paid advertising campaign. The end goal is to get more viewers, and promotion will help you achieve that.

Final Thoughts

Knowing how to optimize video content can be difficult. The payoff is well worth the effort, though. Better SEO means more viewers and brand awareness.

This is what you need to be doing in video marketing in 2019, 2020 and 2021.

If you’re not sure what your next steps are, we can help you. Our success stories speak for themselves. We have proven ourselves as a capable and skilled marketing company.

Get in touch with us today and we’ll be able to answer any questions you may have and give you a quote for our services.

More than half the world’s population is online. Even more people are accessing the Internet for the first time every day, so the chances are great that your customers are online.

You might be wondering, how you can reach them? This is where new media marketing comes in. What exactly is new media marketing, and how can you use it to find your audience?

This guide has everything you need to know.

Defining New Media Marketing

New media marketing is simply marketing that leverages any kind of “new media.”

The term new media usually refers to technology-based communication platforms. Most of these platforms are web-based technologies, like instant messaging and email.

As new technology becomes available, what counts as “new media” shifts. While websites and email were once considered new media, they’ve been edged out by video and social media.

Some people will say new media marketing includes:

  • Email marketing
  • Social media marketing
  • Search engine optimization
  • Search engine marketing
  • Video marketing
  • Pay-per-click advertising
  • Content marketing

It may be more helpful to think of new media as digital channels. The term digital marketing overlaps with what’s been considered “new media.” It also continues to include older forms of digital marketing, like email.

Choosing New Media Channels for Digital Marketing

New media strategies often involve more than one channel for marketing. You may want to advertise on Facebook and also start an email campaign for your business.

Some companies invest in PPC campaigns and also work to improve their SEO.

One of the issues facing companies today is the number of choices they have. Many channels work well together, making it difficult to choose one.

SEO, for example, works very well with content marketing. In turn, social media marketing can support both content marketing and SEO efforts.

When you have a limited budget, you may feel as though you need to pick just one digital media channel and stick with it.

Comparing Channels

So, which channel gives you the best return on your investment?

The question is a bit more difficult to answer than you might think. While most new media channels allow you to collect data, it can be hard to determine if you’re getting results.

Take social media marketing, for example. You may measure the success of your campaign by the number of clicks, likes, and shares your posts receive.

Is that actually doing anything for your brand, though? True success is usually measured in terms of growth and sales. You may get a ton of likes, but does it matter if you’re not making any sales?

The answer is: it depends. If your goal is to increase sales, then social media marketing may not pay off. You might want to invest in email marketing or PPC ads, which tend to be better at generating clicks and leads.

If your goal is to increase brand awareness, social media marketing may give you the most value.

Set Goals to Determine Channels

As you can see from the examples, the effectiveness of any new media channel depends on your goals.

It’s important to select more than one channel. Social media can help you increase brand awareness. PPC ads will generate more leads.

SEO may generate more traffic, but only if you’ve invested in great content. Content marketing may increase both your SEO and your social media.

Meet Your Audience Where They Are

Another key to devising an effective digital media strategy is to determine who your audience is and where they are.

A quick look at social media usage will provide some insight. Facebook tends to be populated by older users, while Instagram is used by the younger generation.

If you’re trying to reach people who are over 50, Instagram probably isn’t as important as Facebook. If you’re hoping to connect with B2B (business-to-business) clients, then LinkedIn may be the most important channel.

Every audience wants good content. A great SEO strategy will help you rank higher in the search results. A high ranking helps people find you through search.

People are definitely searching for information. Google handles billions of searches every day. No matter who your audience is, chances are they’re conducting a search at some point.

Email marketing is often useful for the customers you already have. It also works with content marketing, as people may sign up for a newsletter or exchange contact details for information. You can then add these interested parties to your mailing lists and send them offers.

The key is to meet your audience where they are. If someone is checking their inbox or posting on LinkedIn, your Tweets aren’t going to reach them.

Does it Work?

A key question people have regarding these kinds of media strategies is: “Do they work?”

The short answer is, “yes.” The more complex answer is, “yes, assuming they’re handled correctly.”

Companies with good marketing realize the following benefits from new media marketing:

  • Increased brand awareness
  • Higher traffic to website
  • Improved lead generation
  • Better lead quality
  • Higher conversions
  • Better brand visibility

Digital media is attractive because it’s lower cost than traditional marketing channels.

It may also seem easier. You can create an ad on Google Ads in seconds, and sending out an email blast may seem as simple as hitting send.

However, that doesn’t mean these will be effective campaigns. Using digital media properly takes time, effort, and creativity.

Many business owners work with social media marketing companies and digital media agencies. The agency can provide a team of experts who will work with you to craft campaigns that actually work.

A New Marketing Strategy Just for You

New media marketing can be effective, but using it the right way can be a challenge. If you’re not sure where to start, get in touch with the experts. They’ll help you create a strategy to power your business to the next level of success.

Advertisers are looking to increase their spending to the tune of six percent in 2020. Experts predict that digital marketing will make up half of that spending, for the first time in history.

If you’re looking to increase your marketing in the year ahead, you’re likely looking at new opportunities. The good news is that there are plenty of options.

Which options are worth your time? Check out these five types of digital marketing. You may discover the perfect fit.

1. Email Marketing is Not Dead

If you’re looking for a digital marketing introduction, you may want to consider email marketing.

Email has been around long enough to be considered old-fashioned by some people, but that doesn’t mean it’s not an effective way to reach people. Email is one of the most effective channels, providing the highest ROI.

Most Americans have an email address, and many of them check it regularly. Some even say they prefer to receive emails about promotions and special offers. If you’re contacting people with consent, they’re usually happy to receive messages from you.

Consider starting a newsletter to tell your customers about new products or exciting company news. If you have seasonal sales, email may be the best way to reach people.

Don’t forget about personalization. You can use your business data to analyze what someone already bought and send them an offer for a complementary product. Consider sending them an automated renewal reminder when it’s time to restock.

People like receiving personalized offers, it encourages them to buy.

2. SEO Marketing is Key

Another digital marketing tool you may want to consider for your business is search engine optimization. If you have a website, you should be using SEO.

SEO helps your page rank higher on Google and other search engines. Higher rankings translate into more traffic to your site while improving your brand visibility.

Ranking high in search engine results means people can actually find you. Whether you need ad revenue from the site or you want to find new leads, SEO can help you achieve your goals.

SEO also supports many other types of digital marketing. Try combining SEO with another marketing strategy and watch your results grow.

3. Content is One of the Most Popular Types of Digital Marketing

Content is king on the Internet. Your audience has questions, and you have the answers. Or, perhaps people are just looking for entertaining videos.

No matter what your audience is searching for, you can deliver it to them with content marketing.

Marketing with content involves the creation of blog posts or videos that people crave, which drives them to your website. It also helps them learn about your brand.

Content is extremely important for social media. You can share content with your followers. In turn, they can share it with their followers.

Content offers can be an effective way of getting information from people. Someone may register through your site so they can receive an eBook full of industry insight. You can then reach out to them and discover more about how your product or service could help them.

As you can see, there are many ways to use content for effective marketing. Content marketing also pairs perfectly with other types of digital marketing. Consider adding SEO or social media marketing to your content strategy.

4. Social Media Marketing is Growing

Social media may not be the most effective type of digital marketing, but it is gaining popularity.

Social media marketing involves a combination of organic posts and paid posts. In either case, building a following on social media is essential to reaching people who are interested in what you have to offer.

Social media does much more, which includes helping cultivate the brand identity and improving the brand visibility.

You can also connect with your customers and leads via social media. Engaging in conversations and supporting them can help you grow long-term relationships.

Keep in mind that it’s easier to keep an existing customer than it is to find a new one. Repeat customers also buy more from you. Social media can help you develop relationships with these people and keep them coming back.

Finally, social media may allow you to connect with influencers. Influencer marketing has become more popular as brands look for new ways to reach their audience.

5. PPC Marketing Can be a Smart Choice

The oldest digital marketing example is usually pay per click campaigns. PPC has been around almost since the dawn of the Internet.

PPC is exactly what it sounds like. You buy an ad through a bidding process. When someone clicks the ad, you pay the bid price.

PPC allows you to tap into extensive advertising networks. Google Ads is probably the most well known. Facebook also has a PPC ad program.

Today’s PPC programs are quite sophisticated. Google doesn’t just take the highest bid, but also examines the quality of the ad and how it relates to the keywords you’re bidding on.

PPC programs may also have remarketing features, which allow you to reach interested parties again. If someone clicks your ad, remarketing allows you to show them a “follow up” ad. This second ad may be what makes the sale.

PPC can be cost-effective, because you only pay when someone clicks the ad. Some keywords aren’t too competitive, which keeps bids low. Make sure to protect yourself against clicks and high bids, which will increase your costs.

New Year, New Strategy

These are only some of the major types of digital marketing. There are many options for business owners like you.

If you’re ready to try out a few new digital marketing channels, get in touch with an expert team. Building a better marketing strategy can be quite simple.

Close your eyes and think of Coca Cola. Now think of Nike. Now try Apple. Those logos, colors, and images are probably vivid in your head. You might never have owned an Apple product or worn a pair of Nikes. But you know their style and logos without even thinking.

That’s the power of branding.

It’s more than just knowing a company though. The branding process is present at every level of a successful business and creates a cohesive, living brand that the audience can identify.

Do you want your brand to be strong and clear from the start? Do you want people to immediately think of your business when they need the services or products that you offer?

Well, it all begins with your branding. Let’s dive into the branding process and look at how a powerful brand is created.

What Exactly Is a Brand?

A brand is a set of identifying characteristics that separate your business from another.

The first thing you might think of in branding is the logo. And logos are extremely powerful. This is the visual side of branding that extends to the colors, font, and image types your brand uses.

A brand is also made up of its communication, how it speaks to its audience and the type of language it uses, even down to the punctuation.

Beyond this, a brand defines how customers feel during and after they use your services. Do they feel like they’ve made a friend? Like they’ve conducted a serious transaction?

Fundamentally, a brand is a look, feel, sound, and experience unique to your business.

How Do You Build a Brand?

If building a powerful brand was easy, most businesses would see endless success. But many simply choose a logo and a font and think they’re done.

There’s so much involved in building a brand but there’s no need to feel overwhelmed. When you take the branding process step-by-step, you’ll watch it come together before your eyes.

1. Who Is Your Audience?

You can’t build a brand without understanding your audience for a very simple reason. You want to attract your audience to your brand and not all audiences are attracted by the same thing.

A furniture company targeting a young, modern audience isn’t going to succeed if their branding is old-fashioned and conservative.

The first thing to do is to create a customer profile. You’ll need to know:

  • What age range is your ideal customer?
  • What education level do they have?
  • What budget do they have?
  • Do they have a family?
  • Where do they live? City? Rural? Suburban?
  • Are they impulse buyers or considered buyers?
  • What problems do they face?

It can be easy to create a customer profile but harder to know if they exist. Look at market trends, competitors’ customers, and even conduct market research.

2. Why Does Your Business Exist?

Now you know who your audience is, you’ll need to know exactly how your business can help them. This is where market research becomes crucial.

Once you’ve identified your audience, you can ask them about the struggles they have with existing products or services related to your business. By getting real feedback, you’ll have invaluable information about how you can help.

This will also allow you to see if your business is necessary and in-demand. If you’re trying to sell something that no one needs or wants, your job will be considerably more difficult, if not impossible.

When your business has a clear reason for existing and will solve a problem for your audience, you can build it into your branding.

3. What Makes You Different?

When there is no difference between you and your competition, your audience will be forced to go off the price. That’s a sure race to the bottom.

Branding helps you display clearly why you’re different. Apple and Microsoft both sell computers, but Apple’s branding makes them stand out. It’s clean, modern, user-driven, and shows their audience how great they’ll feel using Apple’s products.

This reflects Apple’s actual products, which are sleek, modern, and fun to use.

4. The Look of Your Brand

Now onto the fun part. What does your brand look like?

Visuals are much easier to absorb than text so are exceptionally important for branding. Having a professional logo designed that develops brand awareness is a solid starting point.

Brand visuals extend to the color palette your business uses as well. Not just blue and white, but the exact HTML color code for each color. This will keep your visual branding consistent.

If you’re selling physical products, branding extends to the look and feel of the packaging as well as the product itself. A strong brand is developed when every part of your business aligns.

5. What Language Do You Speak?

You’d probably talk to a senator in a different way than you’d talk to your best mate at the bar. We modify our language every day to suit the people we’re interacting with.

Your business has a clear audience and you need to communicate with them in an appropriate way. By creating brand communication guidelines, you can pin down the exact tone of voice, language, and punctuation that your brand will use.

To do this, you need to find out how your audience speaks. Do they use slang? Are they informal? Do they like chatty, fun businesses? Or do they want formal, professional language?

Having a recognizable tone of voice helps your brand become consistent, trustworthy, and personable.

How to Keep Your Branding Consistent

You’re going to put a lot of hard work into developing a cohesive and comprehensive brand but consistency is the only way to strengthen it. When your audience starts to understand your brand and recognize it, your reputation will grow.

The easiest way to keep your branding consistent is to have guidelines for every area of your brand. From communication to photographic guidelines, you’ll always know exactly what to do to stay on brand.

For small businesses looking to expand, brand guidelines will help your future employees stay on brand as well.

Excel at the Branding Process

The more familiar you become with your audience and your brand, the easier it will be to add in different types of marketing.

You’ll have set brand fonts, so you’ll never need to choose a font again. You’ll have a defined color palette so your designers will always know what they’re working with.

A strong branding process can go like clockwork when it’s in place. But building a strong brand takes time and dedication. If you want the strongest brand possible, we can help. Get in touch to chat about our branding services and we’ll do the hard work for you.

The United States Small Business Administration (SBA) recommends that marketing managers allot between 7% and 8% of their company’s gross revenue toward advertising and outreach.

That’s a substantial chunk of change, no matter how thick or thin your bottom line might be.

That’s why it’s important to protect your investment and make sure it’s generating the kind of return you need to grow. While you could handle the work entirely in-house, chances are your teams are already stretched to capacity.

That’s where marketing firms come in.

Allowing a third-party agency to take the reigns on your campaigns could be the smartest move you make for your growing reasons. Join us today as we share a few reasons why.

What Does a Marketing Firm Do?

Before we dive into the top reasons to hire one, let’s answer one initial question: What is a marketing firm and what can you expect from one?

As their name implies, marketing firms are designed to help guide your overall marketing strategy.

Yet, there isn’t a one-size-fits-all setup. The specific role this firm plays will vary from organization to organization. A few of the most common duties they can handle include:

  • Researching your business model, target audience, and competition
  • Determining how to position your company within your market
  • Helping your team establish a marketing budget
  • Deciding which marketing tactics to pursue
  • Establishing branding and design standards for campaign materials
  • Creating core marketing materials
  • Monitoring your campaign and reporting on Key Performance Indicators (KPIs)

In most cases, a marketing firm will take care of all of the above tasks and more.

Once they research your company and learn about your product and industry, these professionals can help you devise a strategy to generate sales leads and build brand buzz. From there, they can help create the visual designs and sales pieces (e.g. presentations, digital ads, social media posts, websites) that will form the backbone of your advertising strategy.

Along the way, the firm keeps a close eye on your campaign. You’ll receive real-time feedback on which strategies worked, which need to be tweaked and which to scrap. This helps you make more informed decisions to drive more traffic your way.

Benefits of Hiring a Marketing Professional

If you’re at the helm of a startup or small business, your marketing employees are most likely pulling double duty. They might also help out with sales, customer support, troubleshooting or contracts.

This means the time they can devote to marketing is limited.

At the same time, if you have a large enough enterprise to create a dedicated marketing team, these employees may also be stretched to the hilt. Juggling multiple accounts, deploying different strategies and staying on top of new technologies can be exhausting.

A marketing firm can help relieve this stress.

Improve Your Overall Strategy

If your numbers aren’t where you’d like them to be, letting an unbiased third-party direct your efforts could be the switch-up you need. Most are designed to help you achieve the following goals:

  • Grow your sales leads
  • Support your current sales efforts
  • Build greater brand awareness
  • Increase your market share

Has your brand recently encountered a setback that damaged your reputation? A marketing firm can also help reposition you within your market, helping improve public perception.

Support a Singular Project

While all of these are valuable benefits, business leaders most often hire outside marketing companies to help with a specific project.

For instance, are you getting ready to launch a new brand? Do you want to completely revamp your online presence? Are you ready to introduce a new product line or service?

Relying on your same, tired marketing tactics to build excitement around these changes can prove challenging. An outside perspective is often all that’s needed to start afresh on the right foot!

Learn New Technologies

For decades, your firm has relied solely on print marketing. Flyers, brochures, and pamphlets are your bread and butter.

However, you’ve read the statistics that show 83% of companies are seeing success from digital marketing. You’ve noticed your sales numbers dipping and you’re reconsidering your stance on online outreach.

If you were to dive into this newfound territory headfirst, you’re liable to drown. There are countless other competitors already acing the game.

In this case, you can bring a marketing firm on board to help your teams learn these new technologies. From social media to Search Engine Optimization (SEO), there are many new tools, concepts, and solutions they can help you master.

Discover What Marketing Firms Can Do for Your Business

Whether you want to overhaul an existing outreach strategy, roll out a new one or reinvent your entire brand, marketing firms can help you get there.

They’ll bring order to your chaos, help you see your business in a new light, and inspire your internal teams to dream bigger than they ever thought possible.

Then, they’ll help you design and follow a precise roadmap to make sure you achieve the goals you set for yourself. From small businesses to major corporations, every advertising department can benefit from this support.

Looking to hire a marketing firm to help position your organization for success? That’s where we come in.

We’re a full-service marketing and design group dedicated to helping our clients build the most powerful brands possible. From social media to video, we do it all.

Contact us today to learn more about how we can help and let’s take this next step together.

It’s easy to think you can afford to let SEO sit on the back-burner.

In reality, you can’t.

The longer you wait to optimize, the harder it is to rank well. If you’re not focused on SEO, your competitors are. And there are more competitors popping up every day.

There are nearly 2 billion websites.

Your business doesn’t exist in a vacuum. The competitive business climate is fierce. Everyone wants the same thing — attention in a saturated digital world.

Bad news aside, there’s a light at the end of the tunnel. Hiring a local San Diego SEO expert is easy. They’ll do all the heavy lifting for you.

Prop your feet up, grab a blanket and a cold drink.

You’re in good hands.

SEO Is a No-Brainer and Here’s Why

There are 77,000+ Google searches made every second.

That equates to nearly 7 billion searches a day. Pretend .0001% of those searches are relevant to your business.

That’s 7,000 searches a day that could be interacting with your website. That’s 210,000 visitors a month. Think about what that kind of traffic could do for your business.

Myth: If You Build it, They Will Come

Your website knocks it out of the park. It’s painstakingly perfect and it’s the ultimate salesman. But, just because it exists doesn’t mean anyone will find it.

It’s up to you to meet potential customers where they are. As it turns out, 93% of all online experiences begin with a search engine. So, it’s safe to say that’s where you need to meet them.

Proper SEO is what puts your business in front of the right people at the exact time they need to see it.

SEO Allows You to Meet Consumers Throughout the Buyer’s Cycle

Most people using a search engine are looking for information.

They’re not ready to make a purchase. But, that doesn’t mean you should ignore them.

By lending a helping hand early on, you’re putting your brand on their brain. Eventually, they’ll be ready to buy. And they’ll remember the exceptional experience you delivered.

Targeting keywords with varying intents allows you to attract new customers independent of where they sit in the sales funnel.

You Want People to Trust You, Right?

The first search engine results page gets 91.5% of traffic generated.

Think about how you behave online. When you search for “cat training tips,” you expect the first page to contain what you need.

You trust Google’s judgment and so do consumers. Hence why most people don’t search past the first page. Passed experiences tell them they can find what they need on page one.

If Google trusts you, so do they.

You Can Outsource for Explosive Results

Revenue and results scale disproportionately to the time and money you spend.

Plus, you can outsource SEO to an experienced expert to amplify your results.

It’s no secret that the hardest climb is at the beginning. But, that isn’t because it’s steeper. Once your business reaches the tipping point, your reach will explode.

Hiring an SEO expert will decrease the time it takes to reach your tipping point and magnify what happens after.

San Diego SEO Expert Tip: Start optimizing your website right away.

An Inside Look at What a San Diego SEO Expert Does

SEO is a complex universe that changes nearly every second. Specialists are constantly learning new skills, techniques, and strategies to take your business to the top.

Here’s a peek at what a San Diego SEO expert can do for you.

Competitor Analysis

The goal isn’t to reinvent the wheel.

First, they’ll research and analyze what works for competitors within your vertical. Specifically, they’ll dig into:

This is the foundation of everything else moving forward.

Content Audit

An SEO expert will check your existing content.

What pieces perform well? Which ones don’t?

They’ll tweak your headlines, body text, meta tags, and more to increase their performance. They’ll also look for gaps and areas of improvement.

Keyword Research

Keyword research is a science. It boils down to finding search queries with a golden ratio of search volume to difficulty.

And relevancy.

And search intent.

And cost per click.

It sounds complicated because it is.

An SEO expert will do the mathematical work behind the scenes while you sit back and reap the benefits.

Keyword Strategy

A strong keyword strategy takes those golden keywords and turns them into an actionable plan.

This plan covers every step of the buyer’s journey from awareness to retention.

Content Creation

Content creation takes your keyword strategy and turns it into digital content. This could be in the form of:

  • Blog articles
  • Videos
  • Social media posts
  • Landing pages
  • Infographics
  • Interactive content

The goal of each piece of content is to solve a problem your audience may have. And then to help them find it when they need it.

Local Optimization

Proper local search optimization means appearing in search results that include “near me” or a specific location.

An SEO expert will set up your Google My Business listing, manage your directory citations and reviews, and optimize your website for you.

On-Page Optimization

There are specific areas Google crawls to understand what your pages are about. On-page optimization is utilizing them to give search engines a clear picture.

A long, long time ago…

The more times a keyword appeared, the higher that page would rank in search results. But, that’s not the case anymore. Good on-page SEO finds the perfect balance of giving Google what it wants without sounding like a robot.

Site Structure

Is your site easy to navigate? Does your menu structure make sense? Do you have an XML sitemap?

A proper SEO expert will double-check and take care of it for you.

Site Speed

The internet is a place of instant gratification.

74% of users will abandon a website that doesn’t load in 5 seconds or less. It’s imperative that your website loads quickly across all devices.

The more people bounce from your site, the less Google trusts you as a source of high-quality information. They’ll penalize you by moving you down the rankings.

Ouch.

An SEO expert will make sure your site is lightweight and loads quickly.

Backlink Generation

A backlink (or inbound link) is the search engine equivalent of a five-star rating.

In Google’s eyes, if a high-authority website links to yours, you must be offering something good.

Experts help you generate backlinks by guest posting, email outreach, and other white-hat SEO techniques.

Analytics and Reporting

If legwork is the cupcake, analyzing results is the icing on top.

Analytics and accurate reporting prove what tactics work and those that don’t. This information helps build a continuous SEO growth strategy moving forward.

San Diego SEO Expert Tip: Research everything in this section so you can discuss them during your free consultation.

How Hiring an SEO Expert Will Benefit You and Your Business

You’re busy managing 7,832,405 other things. Hiring an expert allows you to do your thing.

And allows them to develop a unique SEO strategy specifically for your business.

1. You’re Hiring an Expert

Experts say that it takes 10,000 hours to become an expert.

Wait. Who are these experts and what are they experts on? Who knows.

Whether it takes 10,000 hours or not, being an expert takes a lot of time, research, studying, and effort among other things. Odds are, you don’t have time for that.

You’re probably trying to become an expert on something else.

Hiring an SEO expert means you’re getting a specialist who’s put in the blood, sweat, and tears to sit where they’re at. They have a backlog of experience to lean on.

So, you can rest easy.

2. Stay Up-To-Date with Google

Google updates it’s search algorithm approximately 9 times a day.

Each update makes the algorithm more human and harder to understand.

Even the folks at Google don’t know 100% how it works.

But, SEO experts live and breath for those updates. To them, it’s a welcomed challenge. They stay up-to-date so you don’t have to.

And because they enjoy it.

3. Save Yourself Time, Effort, and Money

DIY results take a lot of time to see (usually 6 months to a year, if at all). That’s if you have an idea of what you’re doing.

Hiring an SEO expert saves you the hassle and cost of learning how to do everything yourself. Plus, you’ll see results sooner.

It’s a virtually hands-off approach that lets you focus on other things.

4. Cost-Effective and Consistent

Effective SEO campaigns are consistent and cost-effective.

Experts understand this and work hard to deliver human-first optimized pages and content. Every aspect of your online presence is cohesive with a big-picture strategy in mind.

A common mistake is hiring someone to optimize one page at a time. This creates inconsistency and provides no general structure to the madness.

5. Avoid Devastating Mistakes

Honest SEO mistakes can wreak havoc on your online presence, especially if your website is new. Something as simple as trying too hard can get you banned from Google.

Using a keyword one too many times can destroy your rankings for months on end. Buying backlinks is also a deal-breaker for Google.

SEO experts understand these bad practices and know how to avoid them.

6. Accurate Reporting

Reports and analytics are vital for understanding how your business is performing.

Often times, analytic reports from standard software are hard to understand.

But, experts understand the importance and are able to generate reports that make things easy. You’ll be able to easily understand the impact of your SEO investment.

Understanding the impact simplifies decisions about the future of your business.

7. Increased Search Engine Performance

After hiring an SEO expert, you’ll see increased search engine performance. You’ll see more organic traffic, higher rankings, and higher conversions.

Search engine traffic is highly targeted making it easier to turn visitors into paying customers. Additionally, as Google starts to trust you, your brand will have more authority.

Ranking new articles and new pages won’t take years and you’ll gain a loyal following. What’s not to love?

8. Technical SEO

Technical SEO goes beyond page speed and meta tags.

Schema markups, HTML code, and CSS script structure are a few of the more complex aspects. If you don’t know what those are, don’t worry.

You’re not alone.

But, you are in luck. SEO experts have spent years studying the technical aspects of what makes Google tick. They’ll do the dirty work so you don’t have to.

9. Hiring Local Provides a Hands-On, In-Person Experience

Hiring a local San Diego SEO expert does more than keep business in your local economy.

The benefits of working with a local expert include:

  • In-person interactions
  • Personalized attention
  • Understanding of your local market
  • Effective local keyword research
  • Multiple streams of communication
  • Local business connections and network opportunities
  • Local partnerships

San Diego SEO Expert Tip: Hire a local SEO expert for explosive business growth.

How to Decide If You Should Outsource SEO

If you answer yes to any of the following questions, hiring an SEO expert will benefit your business.

  1. Do you have a website?
  2. Do you want to make more money?
  3. Do you want to help people solve their problems?

SEO is complicated but knowing when and how to hire an expert isn’t.

San Diego SEO Expert Tip: Don’t wait to hire an expert. Invest in the future of your business. Now.

A Results-Driven San Diego SEO Expert at Your Fingertips

The MAD Group exists to make an impact on businesses and consumers across the world.

They want to help your business thrive through creative marketing, advertising, and design.

When you hire a MAD San Diego SEO Expert, you’re also hiring a business partner and friend who won’t settle for ordinary. Plus, the process is easy and future you will look back and say “thank you.”

Schedule your free consultation using the form below to get started today!

Reading minds doesn’t seem to be as hard these days. Here’s how you can deliver an experience that leaves your audience feeling like you can read their mind.

Showing empathy and a deep understanding of your readers may be the one thing that separates you from your competition.

Now, you’re probably wondering how you can make that happen. It seems effortless for large corporations but you don’t have an expansive team and your marketing budget is basically non-existent.

Don’t worry! EDM marketing is a cost-effective and efficient way to develop long-term relationships with your audience. Keep reading to learn more about EDM marketing, why it’s important, and how you can get started, today.

What is Electronic Direct Mail Marketing?

EDM marketing, or electronic direct mail marketing, takes traditional email marketing to new heights. Although they sound similar, they aren’t quite the same thing.

Here’s why:

  • Email marketing consists of outbound emails to your email list
  • EDM encompasses email marketing AND additional methods of communication to develop brand awareness and long-term relationships

Successful EDM campaigns commonly use SMS messaging, printed materials, and advertising to create a influential user experience.

Why EDM Should Play an Influential Role in Your Business

Email marketing continues to be the most effective way to increase conversions, beating out social media and other marketing channels.

Since EDM marketing includes email marketing, it boasts the same benefits. But, it also has a few built-in benefits of its own. These inherent benefits make EDM a safe and reliable asset to your marketing strategy.

1. Analytics and Tracking Abilities

Most digital marketing techniques are hard to analyze. Often times, it’s impossible. But, email marketing stands above the rest because of how easy it is to measure.

Going further, analytic tools enable you to track the performance of your emails, social media posts, and paid advertisements. You can then use this data to conduct A/B testing or other methods to optimize your EDM results.

2. Cost-Effectiveness

For every $1 you invest, email marketing produces approximately $43 in return. This makes email marketing one of the best ways to increase your ROI. Because EDM encompasses other platforms, your return could be even higher.

3. Personalization Capabilities

3 out of 4 (77%) of businesses state that they use email to send personalized messages. Additionally, the targeting capabilities of digital advertising are becoming more advanced.

Delivering a personalized message is crucial to reaching the right people when they need you. So, it makes sense that most companies are investing time and money into it.

4. Establishes Trust and Brand Awareness

Email marketing is permission-based meaning that this person has agreed to hear from you. The additional avenues of EDM marketing allow you to build on that trust. This means that you can establish a long-term relationship through retargeting ads, email, and social media.

Elements to Include in Your Next EDM Marketing Campaign

Personalization

Personalizing an email means more than including their name in the first line. Consumers have high expectations when it comes to their inboxes and your business is no exception.

Learn how to effectively segment your list to create a personalized experience that’s tailored to the individual. Additionally, use what you know about your audience to target your social media marketing and digital advertising efforts.

Images

You’re not just selling a product. You’re selling an outcome. Use imagery that accurately shows what your audience can expect to become by trusting in your brand.

Storytelling

There are hundreds of other businesses like yours. The story you tell separates you from your competition. Weave that story into your EDM marketing campaign to appeal to your audience’s emotions.

Responsive Design

Approximately 70% of internet activity happens on a mobile device. Make sure every touch-point of your EDM campaign is mobile responsive.

Negative user experiences can destroy everything you’ve worked hard to build.

Interactive Content

Interactive content forces your audience to engage.

Things like surveys, interactive infographics, calculators, and quizzes can make a massive impact on how your message is heard.

One Call to Action

You know what you want your audience to do. They probably don’t know so it’s up to you to tell them. End your emails, social media posts, and advertisements with a singular call to action so they know exactly what they’re supposed to do.

3 Refreshing Marketing Emails to Send Your List, Today

Imagine if every email you opened up was a sales email? You’d probably unsubscribe after a while. Nobody wants to receive nothing but sales emails in their inbox.

Use these examples to change things up so you can keep your readers engaged, learn more about them, and make more sales.

1. Get to Know Who’s Behind the Screen

Create a survey and ask your audience for input. Bonus points if you can offer them something valuable in return.

Example: Abagail and Emylee from Think Creative Collective asked their audience to take a quick survey in exchange for being entered into a Starbuck’s gift card giveaway.

2. Create an Ultimate Guide that Solves a Specific Problem

Using the information you got from your survey, develop a guide that helps solve a common problem your audience has.

Example: MailerLite recently created a guide on A/B testing. In their email, they included an interactive poll, a video, and a link to the guide. They invite their readers to engage and help them find a solution to a common problem without asking for anything in return.

3. Personalized Content

If your list is segmented, you can send appropriate content to the right people. You know they’re interested in a specific topic so send them a roundup of your top content (i.e. blog posts, eBooks, videos, etc.) to encourage them to visit your site.

ExampleStitcher, a podcast app, frequently sends out emails with suggested podcasts and other content they think you will enjoy.

EDM Marketing Services that Yield Measurable Results

The Marketing and Advertising Design Group takes pride in offering top-tier EDM marketing services that don’t cost you an arm and a leg. The process is simple.

Provide some basic information and let the specialized team of marketers do the heavy lifting. You’ll see quantifiable results in the form of capturing leads and generating revenue.

Contact the MAD Group to get started growing your business, today!

Defining your brand gives your company personality and a unique voice that makes people aware of your position in the marketplace. It creates differentiation in the marketplace and gives you more credibility and negotiating power.

Brand development enables you to attract a specific set of customers that gravitate to your business because of the emotional connection they’ve made with the brand.

But how do you begin developing a brand? Read on for a step-by-step guide on how to build your brand. Here are the top ten brand strategy tips for building a brand.

What is Brand Development?

Brand development was never meant to be created in a vacuum. You don’t just pull out an idea and say, “Hey team, let’s do this.”

Brand development is rooted in a solid strategy based on the core values that drive your business’s vision and mission. Then you link your values to your company goals and your business strategy.

1. Your Business Strategy: Look At The Big Picture

Your business strategy starts with your vision and mission. Think about the problems you want to solve in the marketplace. And how you want to solve them. When you differentiate your brand, it’s easier to grow your business.

Do you want to sell sustainable products that inspire your audience? Maybe you want to manufacture stylish, chic clothing to expectant mothers. Every brand will require depth of thinking and value it brings to your clients.

2. Hone in On Your Target Audience

Sometimes specializing in a target niche enables you to identify your brand and audience more easily. While you might want to sell to everyone, that may be a mistake. It may not attract anyone’s attention if you are everything to everyone. It may seem as a jack-of-all-trades.

To grow your brand, it’s essential to define your target clients. The more you can narrow your target clients, the more laser-focused you’ll make your brand.

The narrower the focus, the faster the results, the more leads you’ll generate, the more orders you’ll receive at checkout. It might take some time to define your target audience. But don’t rush it. It requires concentration and insight.

So how do you define your target clients? It’s all in the research.

3. Researching Your Target Market

To make your brand relevant to your target clients, you need to do abundant research. Research can drive revenue.

The reason: the information you learn about your target clients from demographics, interests, location, pains, goals, and attitudes enables you to create brand advertising that says, “They get me.”

In return, the revenue comes in, your business grows, but most importantly you know where you stand in the minds of your audience.

By understanding your customer’s priorities and perspectives, you resonate with them–and anticipate their problems that you can solve by creating unique messaging that’s relevant to their lives and provides value.

4. It’s Time to Position Your Brand

Next up, you’re ready to position your brand. Show how your brand is different than your competition. When you define the difference that matches your target clients’ preferences, they choose to work with you.

To position your brand, you need to write carefully crafted positioning statements for each market. The is a specific format for doing this effectively. If you need help with this please contact Mad Group to get the most effective advice.

5. What’s Your Message?

The next step is to create your messaging strategy. Your message should be based on your brand positioning. It should convey powerful thoughts in words, pictures, and video.

If you have more than one target client, you’ll need to create a message for each client. Perhaps you’ll vary your messaging based on gender or other criteria. But keep it rooted in your brand positioning.

While your message may vary, your core brand positioning must be the same for all your target clients for brand consistency. Each client may have specific preferences, but your brand needs to remain the same across the board.

You can create an umbrella brand for the company, and then create specific sub-brands for your products or service offerings.

6. Keep Your Logo and Brand Elements Relevant

If you’re doing a company rebranding or forming a new brand, a logo may be in order. The logo and your tagline need to match your brand positioning strategy.

Customers will come to recognize your logo and related visual material. It’s important to communicate your brand personality in these visuals so they can remember your company.

When designing your logo and brand elements, use color, shapes, and symbols that allow people to remember your company and recognize it instantly. Think of McDonald’s golden arches or the Apple logo. Both so easily recognizable.

7. Developing A Content Marketing Strategy

Your content marketing strategy needs to be in line with your brand positioning. Make sure it communicates it in every piece of content you create. Whether a blog post, eBook, video, or an infographic.

Content marketing builds your brand by providing your target clients with informative and engaging opportunities to learn and experience your brand. It’s a way to attract, inspire, nurture and motivate target clients to take action.

8. Building Your Website

Your company website is one of the most essential brand-building tools for your online customers and prospects. It’s the place where your target clients will return to make purchases and connect with you.

Here, you’ll drive new customers through your search engine optimization (SEO) efforts to learn about your company’s offerings. When it comes to a solid brand development plan, an attractive and functional website is a must.

Here are some quick tips for building a website for your brand:

  • Make sure the look and feel match your brand. This includes colors and style.
  • Tell your brand story on your homepage.
  • Create a newsletter on your website for your target client to join.
  • Make sure the menus on your site is easy to navigate and is built with a responsive design. So it looks good on all devices.

9. Other Marketing Tools

You can use a variety of marketing tools you can post on your website or on social media. Here are some examples:

Your Company Newsletter

Your newsletter is an opportunity for target clients to discover your brand. Here they can sign up for news, deals, and product information.

Design An e-brochure

An e-brochure designed in line with your brand is another opportunity to get your target client acclimated to your brand. Make sure it’s saved in a PDF format for easy and convenient viewing.

Compilation of Videos

Viewers love videos. They give you the opportunity to let users know more about your brand. Some topic ideas for videos:

  • New products and services
  • Meet the team video
  • Deals and discounts

10. Testing: Measuring and Tracking Results

This last step in developing your brand is to test your marketing through analytics. You’ll learn which blog posts and videos get shared, which emails get opened, and which ads get a response–or get ignored.

Tracking your marketing efforts gives you a good idea what’s working and what needs to be adjusted.

The Bottom Line on Brand Development

Now you know the top ten brand development tips to build a successful brand.

Follow these tips step-by-step to strengthen your brand positioning, establish a brand voice, extend your audience reach, and drive profits.

MAD Group specializes in branding, messaging, and campaign development. Contact our team today to drive your business forward with a brand that aligns with your values and goals.

As a business owner, you may realize that digital marketing is one of the best ways to create revenue online.

You’ve gone the DIY route, but your efforts aren’t converting to sales.

You’re not even coming close to your business goals. And the process is so time-consuming. The hours you get to spend with your family or the things you enjoy doing most is almost non-existent.

Perhaps you need to hire a digital marketing agency. But be careful about who you choose. Not all digital marketing agencies are equal.

For an agency to be worth their salt– and achieve success for your business— they must master digital marketing best practices.

Here are the seven best practices you need to know when working with a digital marketing agency.

1. Find an Agency That Has Some Experience Working in Your Niche

Before you sign the contract, make sure the agency you hire possesses some expertise in your industry or a related industry. You may want to work with a team that knows your customer’s pain points, goals, and desires.

When an agency understands your customers, it will save you money since the agency won’t need to do as much research to learn about your business.

Since many digital marketing agencies charge their clients by the hour, you might be billed for less time when an agency knows your niche.

2. Identify the Expertise You Have and Need

The first thing you need to do is figure out your staff’s digital marketing knowledge and experience.

This helps you narrow down the services you’ll need to outsource to a digital marketing agency. There may be some tasks you can assign to your team which can cut your costs.

There’s no need to hire someone to manage your social media posts if you have someone on your team who can do that.

The agency can design and write your posts, but a staff member may be able to post them to your Instagram stories or posts–or your Facebook business page.

On the other hand, if you’re totally new to social media, an agency can take that task off your plate.

3. Learn the Services Agencies Offer

Knowing what services offered by digital marketing agencies will let you know if they have the bandwidth to handle all your needs. Or if you’ll have to hire an outside professional.

For example, if the agency doesn’t offer email marketing or Search Engine Optimization (SEO), you’ll need to look elsewhere for these specialties. As marketers offer different services, you’ll need to find out.

If you prefer to work with one agency to do it all, make sure they offer everything you need.

4. Read Their Case Studies

Case studies are detailed accounts of customer successes. They provide analyses of campaign strategies and the results they achieved.

The case study should include the marketing problem the client wanted to fix, the strategy the agency performed to attack the problem, and the outcome or solution obtained.

Case studies should provide measurable results, for example, generated leads and conversions that led to sales.

Reading case studies can show you how the agency accomplished the clients’ results that led to increased traffic and higher revenue achieved by the digital marketing agency.

5. Ask About Client Retention Rates

Knowing client retention rates will allow you to discover the quality of service you’re paying for. When clients are happy with a digital marketing agency’s services, they stick around.

When digital marketing agencies have repeat customers, it’s a sign they’re doing something right. They’re providing digital marketing solutions that work.

In contrast, when companies don’t stay with an agency, that usually attests to the poor quality, lack of creativity, and low response rate delivered by the agency.

Learning client retention rates will enable you to see the “proof in the pudding” that goes beyond empty promises.

6. Inquire About Different Content Marketing Writing Services

Content marketing is key in any successful digital marketing campaign. Yes, an agency might create a beautiful web design to attract clients.

But it’s the words on the website that speak to customers and convert leads to purchases.

Here are some of the essential content marketing services needed to build authority, drive traffic to your website, and increase revenue:

Blog Creation

Consistent blog creation is the heart of SEO. Well-written blog posts provide Google juice. A good blog writer needs to perform keyword research, know user queries, generate great ideas, know SEO, and write stellar headlines.

Blogging can drive prospects to your website and entice them to join your subscriber list.

eBooks

Does the agency have an eBook writer on their team?

eBooks provide an excellent opt-in opportunity for you to offer a free giveaway in exchange for a prospect’s email address. When leads furnish their email address, they’re now a lead you can nurture.

Email Marketing

Email marketing provides an effective way to build trust with hand-raisers and leads. You can obtain customer email addresses through an opt-in gift like an eBook, your blog, on social media, or in other ways.

The DMA says that personalized emails generate 58% of revenue. While anyone can write an email, a talented email marketer understands the sales funnel and creates personalized emails with the buyer’s journey in mind.

Today, it’s not enough to write a traditional sales email. An email sequence expert knows the psychology and emotional triggers necessary to empathize with your leads’ pains, goals, and desires needed to make the sale.

Whitepapers and Reports

Whitepapers and reports are essential documents to sell to B2B businesses. These documents position companies as thought leaders.

This long-form, well-researched content marketing content strategy created by experts provides an effective form of digital communication for high net worth purchases.

When researching digital marketing agencies, knowing the forms of content they provide can be a deal-breaker in helping you choose the right agency for your business.

7. Discover Which Tools the Agency Uses to Guide and Measure Progress

After understanding your company’s vision, a digital marketing agency needs to offer the tools in place to realize this vision.

A digital marketing brief also called a “brief” works as a blueprint to define your campaign objectives, assets, target market, digital strategy, approval processes and deliverables for your campaigns.

Make sure the agency uses one, as most reputable agencies do.

On this document, provide as much information to the agency about your target market: desires, goals, objections, and pains to enable them to achieve the best results for your company.

Seven Best Practices Revisited When Working With a Digital Marketing Agency

Incorporate these seven best practices when choosing a digital marketing agency to increase your bottom line.

When you’re both on the same page, you may actually be able to get some sleep. Or book that long-awaited vacation you’ve been wanting to take with your family or friends.

MAD Group provides brand, messaging, and campaign solutions for businesses who crave an online presence that produces results. Contact us today to boost your company’s revenue.

A company can have a powerful message, perfect marketing tactics, and a solid advertising strategy, but without brand awareness—the margin for success is low.

But what is brand awareness?

Brand awareness is the exposure of your company/products and the unity between what’s being sold and how the consumers are engaging.

It takes multiple impressions for a customer to engage in a company’s brand or message. And without a solid branding strategy, those impressions aren’t memorable, turning people away rather than keeping them interested.

Over 89% of marketers say that branding is their top goal. With that percentage only increasing, it’s important to know what brand awareness is. It’s also important to create a strong brand to build both your reach and growth.

First: What is Brand Awareness?

Your brand encompasses your name, logo, messaging, services, and content created and packaged in a way that relates to clients.

But simply having a brand isn’t enough.

Brand awareness is creating a brand that’s both recognizable and relatable. And whether the brand builds a relationship, creates a sense of trust, or simply engages potential buyers, it gives a business an edge over the competition.

Over 64% of consumers cite shared values as the reason they connect with a company. But if these values aren’t being conveyed—through brand awareness, rather than simply recognition—the potential to truly connect with those individuals is lost.

Brand recognition is when a consumer sees the colors, logo, or design and makes the connection with who your company is. The awareness piece goes a step further, giving connection to not only the name, but to the general feeling about a company, too.

The Value of Building Brand Awareness

Building brand awareness directly helps to promote your business, boost your reputation, help you find (and retain) loyal customers, and give you a strategy for introducing new products and services.

If you’re aware of how your business is being perceived and what your audience is connecting with, it will help you become a business that people can trust.

As you grow your business, you’ll learn the value of high impact branding—for example, Kleenex. You’ll hear people say, “I need a Kleenex” simply meaning a tissue, but because of the strong brand awareness of the company, it’s fully beat out all competition.

How to Build Solid Brand Awareness

If you’re looking to build brand awareness, it’s important to highlight attributes that set your company apart. From creating a custom hashtag to being active in the local community, you can easily create something that’s uniquely ‘yours.’

Social Media

An important aspect of brand awareness is social media and creating a unified profile, message, and voice throughout. This makes the step between posts and advertising strategy more natural, too.

Communicate

Finding ways to directly connect with your customers is key. If you’re only connecting when you’re trying to push a sale, your customers will see that. If you’re engaging in conversation through your posts, message boards, question forums, etc. then there are more opportunities for people to get to know what you offer and why you’re the right fit.

Be A Person, Not Just A Company

Another key aspect of awareness is to think about being a person, not a company. You don’t simply want to shove content in your potential buyer’s face—you want to get to know him or her, and you want to share who you are, too.

Along with this is creating a personality. When your company feels human and unique it creates a sense of authenticity that drives consumers back again and again.

Share a Story

Your brand should tell a story. Creating a narrative around who you are, how you started, and what the value of your products/services is will give your business depth.

People connect to stories as they share a more human side to a company (again, think about being a person and not a company).

Offer Some Value

Consumers are inherently selfish. Oftentimes they want to engage with a company or brand because of what’s in it for them. While this isn’t wrong, it’s important (as a business) to connect and offer consumers some type of benefit.

From a free product to giveaways, it’s smart to give your potential customers something. Giving your customers a taste of what you offer will entice them to come back to your company for a future sale.

Understanding and Measuring Brand Awareness

As your business grows, you can measure your brand awareness through direct traffic, through social engagement (both followers and direct engagements—comments, likes, etc.), and through brand awareness surveys that you send directly to customers.

Although some aspects of your branding won’t necessarily be measurable, as your audience builds organically you can see how to directly connect to them to continue your business growth.

Now You’re Ready to Get Started

Although answering the question, ‘What is brand awareness?’ may seem difficult at first, when you understand the value of creating something memorable, relatable, and recognizable, that’s the first step.

From there, implementing strategies for connection and growth will help you create campaigns, advertising, marketing, and visuals that speak to what your company is and stands for.

To learn more about brand awareness and for more branding samples and ideas, click here.

Eight out of ten businesses will fail within ten years of startup. Amongst many factors, a huge contributing factor to failure is a lack of a proper marketing and business strategy. There needs to be a comprehensive business strategy for every aspect of your business.

Your business model has to be set up so that clients will repurchase from you many times over. Your products and services must be better than your competitors’ offerings. You must be well organized and efficient. And last, but not least, your marketing strategy needs to be balanced and affordable.

These days, most companies run creative digital marketing campaigns to gain exposure and sales. Some business owners ignore a digital marketing strategy because they think it is too competitive. Well if the other guys can do it, why can’t you? Sometimes, all it takes is to have a very creative digital marketing strategy. Have you been shooting in the dark when it comes to creative digital marketing?

Read on for our 11 top tips to boost your results in the digital landscape.

Ready to Boost Your Digital Marketing Strategy?

Here are our top eleven creative digital marketing strategies you can implement tomorrow.

Make a Content Creation Schedule and Stick to It

A great way to market your business is to have a marketing strategy offering creative quality content. You need to be creating great content all the time.

You need to start a blog on your website if you don’t have one already. Post blogs containing keyword-driven and relevant niche content at least once a week. Twice a week is better.

Make sure you have list building functionality on your site to collect contact information. Sticking to a consistent content schedule will build your readership and give you the ability to exchange information, including contact information.

Remember to submit new content to Google Search Console any time you make a post. This will allow your content to get indexed faster by search engines.

Refresh Current Content on Your Blog

A key part of your digital marketing strategy template needs to include seasonal and year-to-year refreshes of your current content.

Any post that includes the year, references a season or current events, or any other dating material needs updating to include the current year and time. Even if there is an article about a specific event or technique that is now outdated, leave it alone.

If you have new content, update it to reflect as a current post. This will get you a refresh in the SERPs and boost readership on older content.

Use Email Outreach to Build Your Backlink Profile

A great digital marketing strategy example that many people overlook is the power of personal connection. We all know we need a substantial backlink profile to get noticed on Google and other search engines.

But, building links becomes a sort of ethereal thing that companies do for you. The truth is you can obtain links yourself from reputable sites in your niche by reaching out to them. Do your research and craft an email campaign to ask for mentions from the big guys in your industry.

Getting authority links like these is tough but you can get it done with some personal touches. Email marketing is becoming an important foundation in the digital marketing world.

Consider Out of the Box Backlinking Techniques

Speaking of backlinking, a professional digital marketing planner will advise continuing your backlink building every month. This isn’t a set it and forget it scenario. Your backlink profile continues to build onto itself to build your authority and reputation online.

Use a seasoned SEO expert to get you into the out of the box backlink game. They will have connections to the heavy hitters. They can get you hundreds of links for the same cost as it would take you to get ten.

Outsource the Heavy Lifting to a Specialist

Digital marketing specialists already have access to so much data. They will be able to curate keywords for your niche fast. They can create a strategy in weeks that will get you results.

While you can do some of this work yourself leave things like keyword research, optimization strategy, and the overall strategy scheduling to a professional marketer.

What is Proximity Optimization and Why is it Important for Local Business?

Now here is a creative digital marketing strategy you probably haven’t heard of. Proximity optimization is the art of getting you seen locally. This process uses tools like Google stacking, Drive stacks, GMB optimization, and others to make you the authority within a 20-mile radius.

If your business needs local foot traffic to survive you need to focus on local SEO. There is a 50% higher chance of a customer walking in after they find you in a “near me” search on Google. If you show up in the top three spots of the Google Maps preview even better.

Don’t let yourself lose out to your nearby competitors because you ignored local SEO. In fact, local SEO can be one of the most effective and affordable ways to market your business while building your brand exposure. A good SEO company can help you gain exposure using creative digital marketing search terms. For example, if you sell hats, instead of using search phrases like “pink hats for sale”, you may be more noticed for “pink hats for spring weddings”. These days, it’s sometimes good to be more creative so that you get noticed where others won’t be competing. The key to creative digital marketing is good research and using a professional who is both data oriented and creative.

Create and Adhere to a Social Media Posting Schedule

We know that you’ve heard it over and over again. You need to be active on social media. We know it’s a lot to keep up with. That’s why we suggest you hire a social media professional to maintain your posting schedule.

Professionals understand the look and feel of each different platform and are phenomenal in speaking all their different languages. This is key to having success in social media.

Implement Schema Across Your Website

Schema is the tool that allows your site to win featured snippets on Google. The featured snippet is the coveted position zero. Find a quality SEO tool for your site and it can do this for you.

The most important types are page type, reviews, aggregate ratings, and other key points. Schema helps you make tables searchable by search engine crawlers. It’s a good idea to implement all over your site.

Utilize Third-Party Tools to Study Competitors

Use tools like SEMRush to study your competition. These tools will also clue you into your own domain analytics. They will make suggestions on optimizations to make your site better.

Close Any Content Gaps Between You and Your Competition

What’s a content gap? It’s what your competitors are talking about on their blogs that you have not mentioned yet. You want to write blog posts on any of these topics.

This is another benefit of third-party SEO analysis tools. They can locate these gaps for you and make it easier to create a strategy to close them.

Implement Paid Advertising Strategies on Platforms that Convert for Your Business

Check out your Google Analytics. Where are most of your visitors coming from? Facebook? You need to be boosting Facebook ads. Google? Start considering a Google Ads spend.

Boost what your organic traffic is already doing by implementing strategic PPC plays. Choose platforms that are already traffic generating. These will garner the highest results.

Build Organic Traffic, Boost Conversions, Raise Your Bottom Line with Digital Marketing

We hope you have found at least one new digital marketing strategy that can help build your business on this list.

Having some trouble coming to grips with this whole digital marketing thing? We get it. This stuff is hard. Let us do it for you.

At MAD Group we evaluate your needs to see if we can make a difference for your business. We won’t take on a client unless we feel we can make a significant impact for you.

We have a great team of creative digital marketers that will help you get where you want to go. We have researchers, designers, web programmers, social media experts, Google paid advertising specialists, brand strategists and much, much more. Before you look any further contact us to see if we are a good fit for you.

When you think of big names in the industry, like McDonald’s, Nike, and Coca Cola, they all have one thing in common: they all have strong branding that’s instantly recognized by people all over the world.

It may not seem apparent, but branding can be very instrumental in your marketing and can directly affect your sales. In this article, we’ll discuss what brand marketing is and how it can be beneficial for your business.

What Is a Brand?

First, let’s define what a brand is. On the surface, it may seem literal and similar to what cattle ranchers do with their “products.” For example, Domino’s pizza boxes look like dominoes so they’re recognizable from a mile away. This can be powerful just on its own, but in most cases, this just scratches the surface. Beyond visual markings to identify who you are, the world of branding and brand marketing is complex and difficult.

Though a logo can represent your company, it is such a small part of your overall brand. Your brand is about the emotional appeal it has in the hearts and minds of your audience. It is about identity, personality, and business traits, but it is also about feeling, attitude and values. 

What Is Brand Marketing?

Brand marketing leans on the power of your message, personality, and values to capture attention and create loyalty.

In today’s world of competitive marketing, it is not enough to have a good product or great services. Consumers are not as loyal as they used to be, so whether it is good pricing or the next-best-thing, they can be attracted to another brand or company if that brand or company doesn’t have an inspiring message or alluring personality. So when you can sell your brand first, regardless of product attributes, you will be ahead of the game in your marketing. 

Brand marketing connects your audience with your brand so that your prospective customers will buy more, more often, over a longer time period. They will also talk more about you to their peers so that your company’s sales grow more organically.

Why Is Brand Marketing Important?

Brand marketing is important for your business because your success depends heavily on your reputation and trustworthiness. If your brand isn’t established as a trusted leader that is in touch with who you are and what you stand for, you’ll have a hard time convincing people to use your current products or services, much less try new ones you come up with in the future.

Think about brands like Apple. While other brands may be cheaper, you know and trust that Apple for their ingenuity, their cool personality, and their strong values for cyber protection and privacy.

Advantages of Brand Marketing

While you have to make more of a financial commitment to brand marketing, it’ll all pay off in the long term if you do it right. Here are some advantages you’ll get from brand marketing.

Be an Industry Leader

Most industries are filled with stiff competition, so it’s vital you stand out. Customers usually make a mental shortlist of companies they’re considering for a service or product, and you want to make it to that shortlist.

When you have strong branding, you have a better chance to jump to the head of the mental list. When they’re browsing a list of potential companies online, yours may stand out if your marketing is good and your brand is solid.

Better Performance for New Products or Services

When you’ve already established your company as one that’s reliable and trustworthy brands, consumers will be more willing to try out your new products and services. While most would be wary of new things, if customers know they can count on you, they’ll even eagerly anticipate the unveiling or release of your innovations.

Cultivate Customer Loyalty

Customers who feel a connection and emotional relationship with a company have a 306% higher lifetime value. Plus, they recommend the businesses they trust at a rate of 71%, which is significantly higher than the average of 45%.

Based on this information, it’s extremely important you connect with your customers and grow trust. This trust translates into loyalty, which means you’ll have to spend less on acquiring new customers. Instead, much of your business can rely on retaining current customers.

Higher Pricing for Your Products or Services

A strong brand allows you to price your products and services higher. If you develop a loyal following your followers will most often stick with you even if they have to pay more.

If you can position your brand so that associating it with higher pricing means better value and a better deal, it can be a win-win for all. You’ll be able to price your products and services higher without losing out to the competition.

How to Build a Brand Marketing Campaign

With brand marketing, you have to tackle every move from a strategic standpoint. Here’s how to build an effective brand marketing campaign.

Think About Your Company’s Vision and Identity

To establish your brand, you have to think about your vision first. What kind of message do you want to send to the world? Do you want to be seen as an everyman brand, or do you want to be seen as a hero, pushing the industry’s limits?

Your brand’s vision and identity will play a huge role in every visual and verbal element, stylistically and in tone.

Establish Your Target Audience

You can have a strong brand identity, but if you market to the wrong people, you may not resonate with them. For instance, if you want to be a daredevil brand but your target audience is conservative and elderly people, you probably won’t get a favorable response.

Always Be Consistent

Once you’ve decided on things like logos, company colors, and messaging tone, make sure everyone consistently uses it across all platforms. You don’t want to confuse consumers by being a jester on one channel and completely serious on another. The key to branding is consistency.

Get Your Brand Name Out There

Although there are different types of marketing your company can utilize, brand marketing is definitely one to prioritize. It sets the stage for your brand name to be recognized and trusted by people all over the world. Once this happens, then all other aspects of marketing can fall into place.

If you’d like help with brand marketing for your business, please get in touch with us today.

78% of marketing executives believe that custom content is the way to go in marketing. 

Digital marketing is the new marketing frontier and every organization needs to adapt to this trend to avoid being obsolete. Traditional marketing is being taken over with social media platforms and targeted ads, making it possible for brands to interact with their specific audiences in real time.

Customers expect a digital presence and are beginning to trust companies with a digital footprint.

With the emerging marketing trends, it can be a daunting task for your in-house team to keep up especially when you need to focus on other areas of your business.

Today, almost every business needs an effective digital marketing campaign. If you can’t design your own campaign, a digital marketing agency can help you design it quite effectively.

Below are criteria for selecting the Best Digital Marketing Agency

1. Know Your Brand Requirements

Even before hiring a digital marketing agency, try to understand what your goals are and what you are trying to achieve. Part of this might include creating or revamping your website, online advertising, Search Engine Optimization (SEO), blogging, or social media marketing. If you are able to articulate your business needs you will have better discussions with your prospective digital agencies.

2. Create Your Budget

How much are you willing to spend to ramp up your business? Most businesses spend between 4% to 6% of gross revenue, but if you want to make a significant impact on your business, you may need to budget close to 10%. Work with your marketing professional to help you create and prioritize a proper budget.

A good marketing firm will create month-by-month marketing plans that can really clarify your marketing activities. Keep in mind though, that marketing is about testing and retesting, so some of your marketing activities will change to welcome new ones.

3. Understanding What Needs To Be Outsourced

It is important to know what marketing strategies your in-house marketing team will be focusing on and what strategies a professional agency really needs to handle. Hiring a digital marketing agency may help with the technical aspects of your marketing strategy, especially since some sophisticated activities can be difficult for your in-house team.

4. Source for An Agency

There are numerous digital agencies out there that do a tremendous job, but there are some that make big promises on their ability to deliver but you get shortchanged. Credibility is important. Don’t be shy to ask the agency for client references.

Read through the clients’ testimonials on their websites and determine whether or not to work with that agency. Agencies should be open to sharing their not-so-pleasant engagements and how they handled the situation. This will give you an idea of their client service and crisis management abilities.

5. A Digital Marketing Agency that Has a Niche in Your Field

A digital agency that has the expertise to match your special needs can be a good fit. When looking into the company’s successful digital campaigns, consider the type of businesses they work with. It’s good to see where their strengths are and the details they pay attention to.

Ask how they approach new industries to see if they have any insights that are fresh and noteworthy. A good agency should evaluate your industry and offer insights that you cannot otherwise obtain. In addition, they should have some case studies of campaigns they have steered in the past and provide their results.

6. How Do They Track Their Key Performance Indicators?

The reason for using digital agencies is to boost your company revenue. It’s not only important to boost revenue with digital marketing campaigns, but it’s also important to keep the cost per client acquisition to a minimum.

The agencies should help clients increase online revenue and drive more traffic to their websites with efficient tactics. It will be important to have candid discussions that will help you achieve specific goals with specific tactics and strategies that are measurable and can be evaluated.

7. How Does the Agency Run Its Business?

After you have identified what you want the agency to do for your company, look through their website and see if they are applying the same for their own company.

If you hire them for SEO, how do they rank on search engines? If you need a blog, does the agency have one of its own blogs?
These are signs of what the agency can do for your company.

8. Be in It for Value

You need to work with an agency that invests in the future of your company. Building relationships and partnerships should always be long-term and have a win-win end goal. Go for a company that can do what they are hired to do and you enjoy working with.

Strategic partnerships take time to build therefore, choose a company that is open, transparent and handles a crisis in a professional manner. This way you can be confident that your money is well spent at the right agency.

9. What’s Their Price?

An agency that prices themselves to low just to be competitive is likely to be a bigger risk than a more expensive agency. Higher priced agencies may be able to deliver more favorably because they can afford to do so. Be sure to understand what the specific deliverables are and how they add up to the overall price.

10. Set Timelines

A good agency should be able to project timelines for most activities. After discussing the timelines and projected outcomes, set benchmarks so that you can determine how you are performing on your way to your goals.

Find the Right Agency for Your Company

Whether you’re a startup or mid-sized company, your clients need to know about your existence, the products or services you offer, and how they can get those products and services.

Hiring a digital marketing agency will help you get results which can accelerate your company revenue and any other desired results. Your digital marketing agency will manage your online marketing needs through analytics-driven and ROI focused activities.

An agency should help you build a plan that is based on your industry. It can help you avoid the cost of setting up an in-house digital marketing team as you focus on business expansion. It can handle the systems and processes that plan and execute campaigns from start to finish.

Check out this page to learn more about digital marketing services.

What if you were bringing your marketing “A-game” to the wrong audience?

There is a world of difference between traditional marketing and digital marketing. Unfortunately, many businesses have trouble figuring out which option is best for their particular audience.

Wondering how to determine which form of marketing is best for your business? Keep reading as we explore the different benefits and features of each style!

What Is the Difference?

We’ve put together a solid guide exploring every aspect of traditional and digital marketing. Before we go any further, though, we need to define exactly what these terms mean.

Traditional marketing is defined as non-internet based marketing which includes print media, such as magazines, newspaper, periodicals, handouts, flyers, brochures and larger format fixed forms of such as billboards, signs, and posters. Tv and radio also fall into this category though there is cross-over into the digital realm.

Digital marketing is defined as electronic internet-based marketing that is usually interactive and dynamic. This can include electronic ads, social media, e-mail marketing, all things website related, and so on. Digital marketing also includes techniques such as automation and SEO to help drive visitors to your site.

Now that we have these terms defined, it’s time to explore the unique benefits each one offers.

Traditional: Going Local

One of the most important considerations is whether you have a local business or a global business. For a local business, traditional advertising reigns supreme.

Places like regional restaurants or “mom and pop” shops aren’t too worried about customers half a world away. Instead, they want to make the locals happy and keep them coming back for more.

This can be pretty simple, too. Major billboards can entice someone into a special Friday dinner, and sales flyers in the local paper can convince someone to return to your shop.

Ultimately, you must go where your customers are. And if your customers are local, you should be doing traditional advertising.

Traditional: It’s Tangible

We love digital advertising. But it has one big downside: it’s never truly permanent.

For instance, people love to share funny images and videos they find online. But that engaging advertising is gone as soon as they click on something else or turn the phone off.

However, traditional advertising is tangible. If a customer leaves the newspaper on their counter, you are effectively advertising to them for several days inside the comfort of their own home.

And appearance is everything. If your advertising appears to be steady and stable, then your business will appear that way as well.

Traditional: Nice and Simple

The final benefit we love about traditional advertising? It’s nice and simple.

Digital marketing offers the ability to do complex multimedia campaigns spread across multiple online channels. However, some demographics prefer things to be much simpler and straightforward.

For example, you might be pouring a lot of money into SEO marketing for your local business. However, if most of your customers grew up in a world without the internet, then internet marketing may be lost on them.

However, traditional advertising is easy and accessible for everyone. Things like TV and radio commercials have been an advertising mainstay for the better part of a century for a simple reason: they are simple and effective!

Digital: All About Analytics

The biggest downside of traditional marketing is that it’s tough to tell what’s working. You might spend a lot of money on a billboard or a television ad and be ultimately unable to tell how effective it was.

With digital marketing, you have the power of analytics. You can actively monitor which marketing efforts helped to drive specific increases in things like website visits, online purchases, and more.

This is invaluable because it allows you to “course correct” as needed. If one form of advertising isn’t working, you can try something else. This sure beats throwing all your money into something that’s not working!

Digital: Surprising Value

Another thing we love about digital advertising is the sheer value of it. You can a lot of advertising mileage without spending a lot of money.

For example, social media advertising is very popular, especially among Millennials. And it costs little or nothing for you to create social media accounts for your business.

Plus, there’s always the chance that some of your content may “go viral.” This means that customers will share what you made with everyone, you know.

That kind of digital “word of mouth” advertising is highly effective. And did we mention it’s completely free?

Digital: Find New Customers

Earlier, we mentioned the difference between a local and global business. It’s important to note that most new businesses are global businesses that cater to customers all around the world.

There is one “hard part” to that approach, though. First, you have to find the customers!

This is where good digital marketing shines. The right SEO or viral video content can lure in customers from all around the world. Combined with analytics, you may discover you have audiences you never even knew about!

With traditional advertising, you can focus your efforts on the customers you know. But digital remains the best way to find entirely new customers.

Traditional Marketing vs. Digital Marketing: Which Is Better?

This brings us to the big question, then: which form of advertising is better? The answer depends on the needs of you and your business.

As we said before, traditional advertising is best for local audiences. And it may be downright necessary to help you stay ahead of your local competition.

Digital advertising is best for anyone hoping to find a global audience. This includes many businesses that operate from homes and mail products directly to their customers.

And if your business has both a local and a global presence, it makes a lot of sense to do a bit of both!

The Bottom Line

Now you know about the different benefits of traditional marketing and digital marketing. But do you know who can take your marketing to the next level?

Here at the MAD Group, we help your business to reach its maximum potential. To see how we can help you grow and expand, contact us today!

What if trying to save money ended up costing your business everything?

It’s understandable that most small businesses don’t have a lot of extra cash lying around. So when they go to build their brand, they end up cutting corners in order to save money.

However, the problem with using cheap branding services is that you get what you pay for. Keep reading to discover some of the hidden dangers of these cheap services!

No Guidelines

One of the most important considerations for branding is consistency. Visual elements like logos, colors, images, fonts, headers and footers, and more must all be in perfect alignment.

Creating a consistent brand means creating consistent visuals and consistent messaging. And, to be frank, cheap branding services typically lack the vision necessary to make those elements coherent and consistent.

Without solid branding guidelines, everything falls apart. Customers will be confused as to what your brand really is and how they can recognize it.

Conversely, a really solid branding service can create iconic logos and taglines that will outlast us all. If you want to be the next “Coca-Cola” in terms of marketing, be sure to not cut too many corners!

When Ads Go Bad

One of the best ways to bring more customers to your website is to use ads. However, cheap branding services may create ads that do more harm than good!

For example, sometimes ads are not speaking to their audience in a connecting manner. They can be bland and uninspiring. Online ads may not even link to a page that is relevant to the ad itself. In other words, interested customers click on one thing and they get something else entirely.

It takes only a few seconds for a consumer to make up their mind about your company. If your brand safety is at risk due to misleading ads, then you may have already lost prospective customers.

Bad Ad Placement

We talked about the problem of misleading ads. However, one problem that is even worse is an ad that is in the wrong place.

That’s because the old adage that “there’s no such thing as bad advertising” is completely false. When customers see your ads associated with things like extremist websites, they will think your company holds those same extreme values.

If you’re not careful, this can undo years of creating and following a company mission statement. But cheaper branding services may not be so careful and may advertise your business anywhere and everywhere.

Poor Customer Service

Sometimes, a marketing service helps with your customer service. And in this case, relying on cheap services is truly dangerous!

Customer service is the first point of contact many customers have with your company. And there’s a fine line between saving customers’ time and wasting it.

For example, many businesses now use chatbots to make messaging easier for customers. But badly-programmed bots may leave customers feeling frustrated and ignored by your business.

Long story short? If your marketing service will be helping with customer service, make sure you hire the very best.

Too Much Complexity

Think about the most iconic brands you know. Nike, for instance, is a stylized swoop and three words: “just do it.”

This is because the best branding is short and to the point. Unfortunately, bad branding services have usually not gotten this message!

When your taglines are too long and your logo has too many colors, customers are not going to think your brand is deep and complex. Instead, they’ll look at all that “complexity” and just see confusion!

You want branding services that can do a little bit of everything while still understanding “enough is enough.” That simplicity mixed with vision is the “secret sauce” of good marketing.

Too “Old School”

Most marketing happens online now. Why? Because that’s where most of your customers are!

However, the online world moves really fast. And one of the worst things a branding service can do is rely too much on “old school” cool.

For example, that super-complex webpage might have wowed everyone back in 2001. Now, when most customers will find your site via smartphone, it just looks busy and tacky.

Speaking of smartphones, you’ll want to make sure all your websites are rocking responsive design. Otherwise, they will look terrible on mobile devices and seriously turn your customers off!

If you want marketing that is hot and trendy, you need to hire a team that isn’t “yesterday’s news.”

Buzzword Bingo

At the most basic level, branding comes down to the words that describe your business. However, this “basic” step is actually really hard for cheaper branding services to take!

For example, a lot of marketing out there relies on meaningless buzzwords. How often do you see a business describe themselves as “the greatest” or an individual describe themselves as a “guru” or “thought leader?”

These words have been used and re-used until they stopped having any real meaning. Nonetheless, cut-rate branding services will still use these bad buzzwords because they cannot think of anything else!

And make no mistake, customers can see tired and overused branding from a mile away. It’s tough to convince them that your business is a true innovator if your marketing team couldn’t come up with anything new to say!

Online Data Breaches

The scariest phrase to most modern businesses is only two words: “data breach.”

No matter how much data is actually infected, a breach can cause serious damage to your brand reputation. Customers see you as vulnerable and they see their relationship with you as being dangerous.

Cheap branding services are cheap because they cut corners. These services may deal with individuals and institutions that increase your risk of a data breach.

Remember that a breach is a cat that you can never fully put back in the bag. It’s worth paying a bit more for a branding service that’s actually worth your money.

Branding Services: The Bottom Line

Now you know the perils of hiring cheap branding services. But do you know where you can find a branding service that will really transform your business?

Here at the MAD Group, we specialize in taking small businesses and making them the next big thing. To see what we can do for your business, check out our branding services today!

Advances in technology have made the world more connected than ever. But nothing beats the human connection.

That’s why even in today’s society, trade show marketing continues to be one of the best ways to reach out to your audience and make new connections.

While trade shows rely on good old-fashioned human connection, there’s nothing old about these innovative trade show ideas for 2021.

1. Minimalist Design

Leave the bells and whistle at home. The trade show booth of today is streamlined and focused on offering an open, welcoming space for prospects to come in and learn more about your products through conversation.

Ditch the text-heavy displays and only provide pertinent information on your booths. No one is going to stand there and read the text on the booths anyway, it clutters the space and can be overwhelming.

An open space design is welcoming to attendees and encourages mingling and may make them stick around longer to learn enough about you to leave them wanting more…and leave you with their contact information.

2. Comfort

Some companies focus so much on the booth panels that they disregard one of the most important aspects of the show–the attendee. Like the minimalistic booth, a booth with chairs and sofas (even bean bags!) will keep attendees comfortable.

Trade shows are a lot of work and involve a lot of walking. By offering a lounge area where attendees can sit and unwind, you’ll draw in a larger crowd and open up the opportunity for conversation.  It’s a great way to learn more about them while you have them at the booth.

Offer snacks and beverages so they feel pampered. Extra points if you also have a charging station.

When they leave they’ll remember the experience and they’ll probably refer others to your booth.

3. Socially Conscious Activity

Consumers today will often choose a company that aligns with their beliefs and more and more buyers target eco-friendly, socially responsible brands.  

A socially conscious company can integrate their cause with their trade show booth to display their Corporate Social Responsibility (CSR) actions and connect with like-minded customers.

To display your company’s CSR beliefs, you could do a fundraising activity or hold a product giveaway. First, you’ll want to create a buzz around whatever activity you choose.  And that starts before the trade show.

Email your lists and let them know you’ll be at the show and what you’re doing. Blog about it and announce it in a press release. If you’re holding a fundraiser tell your prospects how they can get involved.   

4. Multi-Sensory Experience

It’s no longer just about the booth’s design. Revolutionary trade show booths include items that appeal to the five senses. Think appealing sights, smells, and flavors. The trade show has become a full-blown experience.

Put products on display to feel. A greetings card company could have a sample of different card stock on display shelves. Attendees can touch and feel the product and take some samples to look over later. 

Take a unique approach and offer foods that you can align with your brand. For example, a business with an elephant logo could provide peanuts at their booth. 

5. Virtual Reality

Trade shows are great for that human connections but technology has a place in helping you stand out. There’s a ton of potential for Virtual Reality (VR) in trade show marketing. Who doesn’t want to get away from reality for a while and just play?

VR can help you attract customers to your booth and keep them engaged. Whatever your product, if you can incorporate that with VR and get attendees’ attention, you’ll stand out and they’ll remember you.

Incorporating VR into your presentation shows that your brand is keeping up with technology trends.

6. Integrated Marketing Strategy

Marketing doesn’t start at the trade show. The trade show is part of a larger message and can be used as the culmination of your marketing efforts. The lead up to the trade show should include blog posts, website content and social media messaging.

Podcasts are another option to provide listeners with an insight into what to expect at the show and where to find you. Send emails to your lists that include your booth number along with all the information about the trade show.

These activities should start weeks or months before the show to entice prospects to come and see you. While you’re at it, invite them to your booth for a giveaway.

7. Customer Focus

What happens at the trade show doesn’t have to stay at the trade show. No really, take the show off the floor and hold an off-site event for your qualified leads. It will make them feel special and it will allow you to connect with them outside of the hustle of the show floor.

This can be as simple as an informational session to a more in-depth themed event or cocktail party. Incorporate your brand by adding the logo to the napkins or even wine glasses that double as a take-home gift.  

Take this opportunity to introduce prospects to your executive team or CEO. This provides an opportunity they wouldn’t otherwise have to really get to know the people behind the company.

Trade Show Marketing Success

While trade show marketing has changed throughout the years, one thing hasn’t…the human connection should always be at the forefront. Regardless of whether you’re incorporating virtual reality into your booth, pleasing the five senses or doing a trade show giveaway, it’s all about connecting with the attendees.

This combined with providing an inviting environment that caters more to attendee needs than yours will allow you to connect with them better than ever before.  

Visit us here for more marketing strategies that will make your company stand out. 

Building a brand is never easy, whether it’s one for your business or a personal one. It takes a lot of self-reflection and strategy; a good brand is one that both captures the essence of who you are, while also helping you stand out in your industry. Good branding services will help you understand who you are.

Then, once you figure out what your company stands for, you’ll be able to share it with the world. You’ll be able to use your brand to attract a like-minded audience that looks to you for content. Your audience will look to your brand as a beacon and will rely on it whenever they need to do business in your industry.

Building a good brand is also a lot of hard work. To save time, companies sometimes find cheap branding services to build a brand for them. Yet, such cost-savings will almost always backfire and end up costing the company more than they would have spent on worthwhile services.

Brands are powerful, and if they fail, they can take your whole company with them. Keep reading below to learn how powerful brands can be, and why you shouldn’t skimp on building a good one.

Cybersecurity Isn’t a Part of Branding Services

Most branding services just advertise that they will churn out regular content and post it on strategic platforms. They believe that a brand is nothing more than what people read on the internet. Yet, this couldn’t be any less true. A brand is more than just the content you make.

Your brand includes your business practices and it describes the role you play in your industry. Hiring someone to manage your brand is just hiring someone to create content for you. It’s impossible to get someone to manage your entire brand at a cheap price.

For example, something as banal as cybersecurity is a core part of your brand. Investing in it isn’t just a way to protect your company from hackers. It’s also a way to demonstrate that you care about your customers and want to protect their data. 

A Data Breach Will Damage Your Reputation

A cheap branding service probably won’t include your company’s cybersecurity in its overall branding strategy. That does more than just leave your company vulnerable to hackers and data breaches. It damages your company’s reputation and by neglecting your cybersecurity, you hurt your brand.

If your company doesn’t demonstrate its commitment to staying secure through its brand, people will get the impression that you don’t care. They’ll start to think that you’re apathetic about them and their data. And if they don’t think you care about them, why would anyone do business with you?

Your Brand Needs to Be Unique

One thing your brand is supposed to do is cut through the noise of other companies in your industry. It’s supposed to be unique enough to be recognizable, without being so unique that it puts people off. And for your brand to be truly unique, it needs to truly reflect your company and its values.

Yet, you’re the only one that can make something that adequately shows that. A branding service may try to get a sense for things your company is all about, but it won’t ever truly understand it. As a result, your brand won’t be a true reflection of your company, and it won’t be unique.

Instead, by hiring a branding service, your brand will only ever be a reflection of what the service thinks of your company. It won’t attract the people that truly share your company’s values.

Cheap Branding Services Follow a Template

The worst part of hiring a branding service is that your brand won’t ever be truly unique. Branding services usually follow a template to create different brands. They have a process for developing brands, and when many companies’ brands are developed with the same process, they are never truly unique.

At best, a cheap branding service will leave you with a brand that fades into the background of your industry. Your brand may go against the tide of the industry, resulting in criticism of your company as a whole. In this worst case scenario, your brand simply won’t tell your company story, and nobody will ever understand what you stand for.

Good Positioning Takes Industry Knowledge

One role that brands play in helping you attract new business to your company is positioning. Brands can be used to give your company an advantageous reputation that resonates with people. You can use your brand to be the cheap company, or the high-quality company, or the company known for excellent customer service.

However you want to position yourself, you first need to identify a space in your industry that you can fill. You need to see what kind of company is missing from your industry so that you can become that company. And when you fill a hole in an industry, you help everyone who participates in it.

People will recognize your brand as a valuable part of the industry and will respect you for it. When you position yourself to do something nobody else is doing, you enrich your industry and make people feel happier for being a part of it.

Brand Services May Not Be Familiar with Your Industry

To enrich your industry, you need to be intimately familiar with it. You need the kind of knowledge that only comes by running a business within it. Most cheap branding services don’t have that kind of knowledge.

That means you may not be able to position yourself and your brand as well as you could by yourself. By going with a cheap branding service, you’re costing yourself the opportunity to fulfill a role your industry may need. And you’re losing potential customers at the same time.

Build a Brand That You Love

The most important part of building a brand is making sure it’s one that you love. If you don’t love your brand, how could you expect anyone else to respect it? And that’s one of the biggest benefits of avoiding cheap branding services: you get to build a brand yourself.

You get to recognize all the work that goes into making a successful brand. You get to watch it grow and develop, and you’ll get to see all that work pay off in the end. That doesn’t mean you need to build your brand all by yourself, though.

Everyone needs help at some point, with anything. And if you need help building your brand, just contact us. We’ll work you to make your brand as good as it could possibly be, while also making sure you’re happy with it!

Business conferences and trade shows are among the best ways for companies to attract new customers and raise brand awareness. Everything from booth design, slogan, branding, and communication matters and can make or break your presentation.

Smart companies know they need to market their trade show appearance to their existing audience on social media, paid ads, and via email marketing. Even then, people may pass by your booth without stopping. Is your booth design too boring or too loud? Is your message not clear enough? Are you or your employees passive?

Once you set up a booth, you can’t just sit back and relax. Your job is to smile, engage in conversations, be knowledgeable about the brand, and get as many contacts as possible.

Keep reading to discover the main reasons why nobody’s visiting your trade show booth and what you should do about it.

It’s Too Plain and Boring

What does your booth look like from the attendees’ perspective? Is it visually appealing or plain and boring? While you don’t have to use bright colors and tons of text to attract an audience, you also don’t want to be ignored. Finding a balance with the design of the booth is crucial for your brand presence.

You can spice things up by having a fun mascot, use games, choose a catchy slogan, and organize a giveaway. Many companies do a trade show giveaway to attract an audience. People love competitions and getting free things, so the prize has to be related to your brand and useful for the participants.

For instance, if you give away a tablet and you sell food, there isn’t a connection between the prize and your product. The person who wins will collect their prize and leave, possibly forgetting about your brand altogether.

On the other hand, if you give away a gift card for your online store, people will flock to your booth. They may brag about their win on social media and when they want to use the gift card, visit your website and engage with your brand.

They Don’t See A Friendly Face

People are naturally drawn to smiling, approachable faces full of enthusiasm and positivity. If you or your employees look tired, bored, uninterested or grumpy, people will walk right past your booth.

If you want your trade show presence to be a success and stay on people’s minds, make sure your people are energized and well-rested. Send them on breaks, keep them full and hydrated, and encourage them to talk to people.

At trade shows, it’s not enough to just show up and wait. You need to be proactive and engage in meaningful conversations. Your main goal should be connecting to people and getting their email addresses or information, not selling your product to just anyone.

Your Communication Skills Are Poor

Once you’ve drawn visitors in, the next part of the job is to keep them interested. If your communication skills aren’t polished and you keep talking about your business and how amazing it is, they’ll leave.

To have people stay and actually engage with you, ask them questions they’ll be happy to answer. Ask about their jobs, interests, hobbies – anything that’ll strike up a conversation.

Be careful not to push with a sales pitch right away. The most important aspect of a conversation is listening to the person carefully so that you know what to offer them as a tailored solution.

This is one of those simple and free trade show booth ideas that’ll keep bringing you foot traffic. If you learn effective communication, it won’t take long for visitors to become customers.

They Don’t Understand Your Message

You know your business inside out, but many trade show attendees will be seeing it for the first time. It’s crucial to send a clear, effective message about who you are and what you’re about.

This is where branding and copywriting come into play. Everything in the booth should represent your vision, mission, and services in a professional, visually-appealing way. The minute you go overboard, people will feel like they’re being sold to and move on to the next booth.

Your Booth Design Is Bad

Setting up a booth takes up a lot of time and money, but that doesn’t mean you shouldn’t pay attention to the design. Brainstorm booth trade show ideas with your employees and listen to their feedback.

The booth design should be eye-catching, but not too loud and obnoxious. Use natural materials when possible and keep the display signs simple and minimalistic.

If your booth design is of bad quality, people will instantly think your products or services are also bad quality. The visual elements of your booth have the power to attract or deter, so be extremely careful about the booth style you decide to put up.

 

You Didn’t Market Your Booth Enough

In this day and age of social media, you can’t rely on people coming to your booth to inquire. You need to market the event and your presence at the trade show weeks before you attend. This will help create a buzz among your audience and attract the right people who are already interested in your business.

Make sure to tell family and friends about the trade show and ask them to spread the word. Use all marketing and advertising tactics at your disposal to inform as many people as possible.

Send out email reminders once a week in the weeks before the event. Also, make sure to collect as many emails as possible at the show so you can follow up after.

Make People Line Up In Front Of Your Trade Show Booth!

Trade shows are one of the best places to reach new customers and present your business in the best light possible. To do that, you need an impressive trade show booth that’ll attract people’s attention.

If you or your booth are too pushy in your approach and only focus on your sales pitch, people won’t waste their time listening to how great your products are. If you want to see a line in front of your booth, you need to provide something of value.

Ready to get noticed? In this article, we discuss the best brand building strategies for beginners and share tips on how to implement them effectively.

Television advertising revenue has increased by 7% in the last year, and for good reason. Brands are combining the power of advertising and marketing to create a long-lasting and effective strategy that yields big returns.

Still, you might hold some confusion as to the difference between advertising and marketing, and how to best utilize each in your brand strategy. Fear not, here we will break down some helpful tips on how to combine the two. 

What is Advertising

We are exposed to hundreds of ads a day, and yet many are unsure of what advertising is and how it works.

In it’s simplest form, advertising is using specific types of content and mediums to evoke an emotion from the audience. Those emotions are then linked to the brand to create a lasting impression. If all goes to plan, the end result will be increased sales and brand awareness. 

For example, the Michael Jackson Pepsi ad is a great example of advertisers using positive emotions to sell a product. 

What is Marketing

Marketing covers a wide range of mediums and methods, however, it can be best summarized as efforts made to directly reach audiences.

Marketing methods include everything from advertising campaigns to guerilla marketing and research efforts. Even a simple survey that offers the right insight can be viewed as a valuable marketing tool.

Advertising vs Marketing

Often the terms advertising and marketing are used interchangeably and for good reason. The two are connected in a number of ways, and while all forms of marketing may not be advertising, all advertising can be considered marketing.

The difference between the two lies in the fact that marketing is an effort to send a message to your audience, promoting a person, product, or brand. While advertising involves using a paid medium to deliver that message

This means you could label radio ads, print ads, tv commercials, and even billboards as forms of advertising. However, other mediums like direct mail, email marketing and social media marketing (excluding social media ads) are considered to be marketing but not advertising. 

How to Combine Advertising and Marketing 

However you may classify them, there is no denying that advertising and marketing work hand in hand to deliver the strongest results.

Often, marketing is needed to bring a strategical approach to how advertising happens. While you can put together an ad you feel looks good and send it out into the world, hoping for the best, chances are this will be a waste of time and money.

It’s the target audience research, messaging, and branding that allows advertising to really do its job. On the flip side, the powerful effects of advertising on audiences is what gives marketing strategies their edge!

The Benefits of Combining Advertising and Marketing

So why combine advertising and marketing for your strategy? While it’s possible to reach audiences on marketing efforts alone, advertising comes with its own benefits.

Read on to learn why it’s worth combining these powerhouse tools. 

Getting Content in Front of a Larger Audience

While some marketing efforts can reach larger crowds (like your impressive email list), chances are you want to reach a larger audience. To reach thousands in one go you’re going to need some advertising.

Whether you choose to run your ads through tv or radio, by choosing mediums with a high audience you can greatly enhance your exposure. 

Stronger Targeting Capabilities

Hopefully, while creating your marketing strategy you’ve taken some time to carve out a strong target audience. This audience is the group you find to be most responsive to your messaging and products. In the very least you should know important demographic information, like their age range, average salary, and location. 

Once you’ve created this target audience, you’ll have to find the right mode of outreach to get your message to them. This is where advertising comes in. By simple gaging the interests of your target audience, you can place ads where you know they are likely to see them.

For example, if you find that the same audience you’re targeting also has an interest in golf, then placing an ad in a popular golf magazine would be a smart choice.

Powerful Analytics to Back New Strategies

Advertising trends are constantly evolving, and it can become easy to simply follow the competition. However, what’s “in” isn’t necessarily what will yield the strongest results for your brand.

This is where marketing comes in handy. Marketing utilizes research and analytics to properly steer new strategies. This means enhancing your chances of a strong ROI.  

Increase Brand Awareness

You have a laundry list of reasons why your product stands out among the competition, and you want your audience to know about it! Unfortunately, the average person’s attention span is now a mere 8 seconds.

That means you have to deliver as much information to your audience as you can in a short period of time. Advertising uses imagery, text, and even background music to deliver valuable brand information in one short go. 

Finding the Perfect Balance

Once you’ve tapped into the perfect balance of advertising and marketing, you’ll find it remarkably easy to tap into your audience and deliver your message seamlessly. 

However, it’s important to remember that there’s a learning curve that comes behind finding the right marketing technique. If you’re looking to achieve great results without taking time and energy away from your business, contact us today to see how we can help. 

If you run a business, you’re always looking to find the most effective forms of marketing. And you also want to get the most bang your marketing buck.

So, now that we’re firmly in a digital world, you’re likely wondering if a traditional marketing approach is the way to go, or if you should be fully digital with your marketing.

It’s a great question, and one we’ll take a look at in this post.

We’ll go over the pros and cons of traditional marketing and digital marketing so you’ll have a better sense of what each one can bring to your business, as well as the potential drawbacks for each. 

And you can make an educated decision as to which might be right for you and your company.

Sound interesting? Keep reading to find out more!

Traditional Marketing

Traditional marketing is exactly what it sounds like. The marketing that has been used for decades as the primary means of spreading the word about goods, services, and the companies who offer them.

It sometimes might seem like the era of traditional advertising is over, given the amount of non-traditional marketing that goes on. 

But that’s actually not true. Traditional marketing is still popular and effective amongst some demographics with mediums like newspapers and magazines, TV, radio, brochures, flyers, and more.

Let’s talk about some of the advantages of traditional marketing.

Reach A Local Target Audience Organically

Sending handwritten letters with inserts is still highly effective. Buying ad time on local radio stations or sending flyers in the mail that have compelling call-to-actions are also effective. You still have the ability to target specific demographics in specific local areas with this form of marketing.

That means you can get a level of marketing specificity even with a relatively lo-fi method. 

Ease of Use

A Canadian study showed that direct mail marketing calls for more than 20% less cognitive brain power than digital marketing.

And it’s also something that can be sent to anyone across the country, even those without regular Internet access. 

Plus, if you are utilizing tangible items like paper flyers, people have an opportunity to physically save them in their home as a reminder. 

Next, let’s look at some of the negatives of traditional marketing.

Engagement

Some drawbacks to traditional marketing can be its expense, less ability to track accurately, the ability to engage with consumers, even targeted follow-ups on those people who are interested but ready to buy yet. Of all of these, engagement might be the biggest drawback.

This means you are putting information out there and just hoping people pursue it.

Cost and ROI

Traditional marketing can be more expensive with some mediums. This is especially true when it comes to anything TV related. But even radio ads on small-town stations can quickly add up. 

With traditional marketing, it’s also tricky to figure out if there’s a direct return on investment from your marketing campaign. There aren’t as many tangible numbers you can use to measure this. 

Next, let’s take a look at some of the advantages of digital marketing.

Digital Marketing Targeting and Tailoring

The Internet lives everywhere, so putting up a blog or a post to advertise your business can just as easily reach someone across the globe as it can reach your next door neighbor. 

You can also tailor your content in more ways, in order to reach hyper-specific segments of the population. If you know some of the parameters of your ideal customer, you can target them with much more precision with digital marketing.

And, since it’s constantly evolving, you can always update your digital marketing to find the best methods.

Better Engagement and More Options 

As anyone who enjoys social media can tell you, a lot of its fun lies in the engagement with other people. So if you are using social media as a part of your digital marketing strategy, it means people can respond and interact with you.

It also means that people can often choose the medium with which they engage you and your brand. If you have an Instagram ad, it means people who are partial to Instagram will interact with you on that platform.

And the same goes for people who are partial to all the other major platforms. You are essentially communicating with them in their comfort zone, which helps build trust. 

Cost and ROI

Digital marketing can be much more cost effective than traditional marketing. And that’s even with the help of a marketing company and paid ad buys. 

And there’s no comparison when it comes to measuring ROI with your digital marketing plan. 

Services like Google Analytics can give you precise numbers on things like how many people have visited your site and how many of them clicked on ads.

It can also tell you how long people stayed on your site, and who purchased what from you.

These analytics make it a snap to figure out if your latest digital marketing moves are having any effect on your return on investment. 

Non-Intrusive, and Potentially Viral

If you’ve ever been locked into the twists and turns of a TV show, only to have it interrupted by an annoying ad, you know the experience of intrusive advertising.

With digital marketing, you can sometimes avoid this type of intrusion. If people want to ignore your online ads, for example, they can do so. But if they are intrigued by what you are offering, they can click on the ad and follow it to your site.

And digital marketing has the potential to go viral, something traditional marketing really can’t do, other than by strict word of mouth.

With digital, a post, video or social media meme can spread around the world in minutes, giving you the ultimate in marketing success.

Traditional Marketing and Digital Marketing 

As you can see, there are reasons to hang onto traditional marketing techniques, as well as reasons to move forward to the world of digital marketing.

Depending on what you and your company needs, you might even want to try some of both.

Either way, this primer should have given you a better sense of the pros and cons of each. And now it’s up to you to decide which strategy fits your company, your brand, and your marketing goals.

If you have questions or want to know more, contact us today!

Today’s business climate is an extremely competitive one and it’s difficult to keep up especially in the digital world.

When potential clients are looking for business services or products online, more than 93% of online experiences begin with a search engine, and 47% of people click on one of the first three listings. 

How do you get noticed by online search engines?

The answer is SEO. SEO is short for Search Engine Optimization. It’s one of the most effective ways to get traffic to your website and get your business’ website to rank at the top of search results.

Though many business owners are tired of marketing companies that try to sell SEO services, most businesses would certainly love to be at the top of search results.

Here’s what our San Diego SEO Expert has to say about staying relevant today.

The Basics of Understanding SEO

You, along with most business owners realize that SEO is of great importance in this day and age. But do you really know what it is, and how it can change your business?

Any SEO expert will most likely tell you that the process is complicated and takes tens of thousands of hours to perfect. And that is true.

Yes, it’s about knowledgeable, technical experts who know the how, but our SEO expert in San Diego knows that it’s not JUST that. It’s about diligently optimizing campaigns to increase rankings. It’s also about the business owner understanding the basics, and understanding the goals.

The basic process of SEO is as follows:

Keywords Research

Competition Research

Creating a short and long term strategy

On-page optimization

Off-page optimization

Content Creation

Connecting With High Authority Websites

Posting articles in major online publications

Measuring results

Making adjustments

And More…

The SEO process sounds simpler than it actually is, but, if you spend any significant time with your SEO specialist, then you can begin to really understand the depth of their job.

The key to SEO success is that your SEO Expert needs to understand what you want to achieve for your business. It sometimes takes SEO Experts that think like business owners to create an SEO strategy that really works.

Keyword Research and Competition Analysis

An SEO expert may not understand your competition as well as you do, however, they have an advantage of incredible data and statistics about your competitors that most business owners don’t have.

If their website is showing up on search results that are higher than yours, they’re doing something you are not. It’s an SEO expert’s job to find out what that is.

This is where keyword research and your competitive analysis comes in.

There are keyword research tools that are available to understand your competition and what it takes to surpass them in the ranking.

Once your SEO Specialist has defined your keywords this will form the basis for rearranging your website, your content, and other elements so that you can move up the search results ladder.

Knowing your own keywords is only part of the process.

The next is to be in the know on what your competitors are doing. Find those websites that seem to be performing better than yours. Make notes of phrases and keywords that show up regularly throughout their website.

These are the phrases that might be helping their website perform better than yours, specifically if they’re not on your website.

There are tools that your SEO Expert will use that helps this process so that hours are not spent crawling the web for these insights.

Combining the findings from your keyword research with your competitor analysis will form a basis for your SEO campaign and content plan.

Website Structure

There are various other concerns that your SEO Expert will need to analyze.

Not only do the keywords and the content on your website contribute to your search engine success, but so does the structure of your website. For example, if you have accordions or tabs on your site that are hiding valuable content, that could affect your rankings, amongst many other things.

Engagement on your website, time spent on your website, and sharing of information through your website also helps SEO ranking. Call-to-actions are a good way to achieve some of this.

The focus here is to decide what the end call-to-action needs to be on your website. Look into examples of CTA campaigns, to get inspiration for your website.

Questions to ask yourself may be: Do you want the user to learn more about your product or service? Do you want them to make a purchase? Or send an inquiry?

Determining how functional your website is for a visitor is paramount. You need your website to be user-friendly with clear call-to-action buttons, and believe it or not, Google will understand by engagement ratios how clear and user-friendly your website is.

Links and More Links

Now you understand keywords, you’ve got an idea on what your competition is doing, and you understand your new website structure and what your call-to-action is.

Yes, you guessed it. There’s more to come.

Links within your website are particularly important to the success of your SEO campaign.

You want to make sure that any links inside your website are quality links. Some larger SEO firms will say that individual SEO Experts aren’t as good as their businesses and don’t have access to as many linking resources as they do. But this is not necessarily true.

Your SEO company certainly needs to include a linking strategy, yes.

By now you should know that high-quality content providing value is the next way to get natural backlinks to your site.

Links are also inclusive to internal linking of your website. The objective here is to keep the visitor on your site by linking to other areas of interest, within reason and staying relevant.

For example, one may be on a page that sells a marketing service, and within that page, the business may talk about branding and could link to another page within the site where they talk about their own branding service and the benefits there.

Do you see what we did there?

We took your visitor from a one-page viewer to someone who stays a bit longer, and the likelihood of them purchasing has just increased.

Hiring Your San Diego SEO Expert

It’s totally worth it to have an agency that conceptualizes and executes your SEO strategy and campaign for you.

When hiring an SEO Expert there are things you need to be mindful of, and things you need to steer clear of.

As mentioned previously, steer clear of organizations that sell themselves as backlink brokers, you don’t want to purchase low-quality links, you want to purchase content that is relevant, high-quality and linked with meaningful connections. A backlink broker won’t give you this.

Read up on the SEO Specialist before you choose one.

Read their reviews and customer testimonials. Most reputable SEO Experts will have a section on their website showing results for previous businesses.

They will show how much they grew the traffic by, and how many leads were generated from their SEO campaign. These are important numbers to take note of when hiring a professional.

Basically, you want to know what their success stories are.

An expert is not an expert, purely because they say they are. As the old saying goes, “The proof is in the pudding!”

Measurable SEO Success Factors

There are a number of factors you need to consider when trying to measure your SEO success.

Obviously, the number one factor would be sales.

But simply implementing an SEO campaign and then seeing an increase in sales is not enough.

You need to know where these sales are being generated from, and who to thank for the leads.

The key success factors look a little something like this:

Increased Rankings = More Organic Traffic

Increased Organic Traffic = More Calls or Web Forms

Increased Calls or Web Forms = Increased Sales

Increased Sales = Increased Revenue

Voila!

When you’re measuring success you need to see in which of the above stages your SEO is performing, so that if one section is not, you know where to direct your resources and attention to make it better.

A reputable, trustworthy SEO partner will have the ability to show you this process in detail, and where your clicks and leads are coming from. Keep this in mind when considering who to hire.

Your SEO Expert should feel like an extension to your team and not simply a supplier. It should feel this way from the beginning, then you know you’ve found the right fit.

Build a Content Strategy to Fit Your SEO Growth Goals

Your content strategy needs to fit your SEO growth goals. Simply creating meaningless content is not going to aid you in your SEO growth.

Building your content strategy solely around your keywords doesn’t mean that your audience’s content needs are solved.

A great way to sort out this problem is to speak to your sales representatives and your customer service department. Find out from them what questions your current customers are asking, because if you solve these problems for potential clients, it may mean that your potential client turns into a sale with minimal effort.

So, this means your keywords are great for developing your SEO campaign but not for your content strategy. Move away from a keyword-driven content strategy, and focus more on the dynamic needs of your audience and how to help them.

This will mean the difference between good content and great content while simultaneously achieving your SEO growth goals.

SEO Jargon or Professional ‘Speak’

There are many words associated with SEO that you will come across in your search for your San Diego SEO Expert. Understanding some of them in basic language will let you know if your expert is on the right path.

Keyword Research and Analysis: what keywords your business will use, which ones you should change and the basis on which to move forward.

Technical Website Optimization Edits: technical terminology for optimizing your website to be indexed by search engines.

Title Tags, Description Tags, and Keyword Tags: different HTML elements around your website that are basically descriptions throughout your site.

Website Content Tweaks: changing the content on your website slightly so it follows your SEO growth strategy ie: small changes here or there that may not be easily noticeable to you or to recurring visits.

Link building, Link Audits, and Management: building quality, reputable links both internally and externally and a continued evaluation on your site through the management of these links.

Competitive Research: ongoing research of your competitive environment in the SEO world.

Google Penalty Checks: A Google penalty is the same as a sports penalty. Your website has done something wrong, whether it be that it is no longer listed in search results or that your ranking has dropped significantly. Checks on these by your SEO Expert should be done regularly.

High Authority Guest Posting: Authoritative posting by your business on other reputable websites thereby making you an authority in your industry.

SEO Blog Writing: The blogs and articles on your site should not only be content-driven with a goal but also include the elements from your SEO strategy.

Directory Citation Building: A citation is a mention of your business anywhere on the web. These are great for local businesses trying to maintain a geographical excellence rating.

Automated Review Systems: Reviewing your site regularly so that performance issues are not punished in search rankings.

Google Maps and Google My Business: Making sure that your business information is correct, always.

Reports and Analysis: Ongoing reports for how your SEO Campaign is performing, your SEO Expert should report and analyze continuously throughout your campaign.

Now that you have the lingo, you may have a better understanding of what your SEO Expert is talking about when you have your initial meeting and start talking goals, services and expectations.

Benjamin Franklin

As the great Benjamin Franklin said, “By failing to prepare, you are preparing to fail.”

We’ve armed you with the most actionable tips in the search for a San Diego SEO expert!

Although, we think you’re already in the right place.

Fill out the form, and MAD Group will do all of this and more for you and your business.

SEO Expert San Diego, over and out.