Internet Marketing

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When it Comes to Digital, Strategy, Price & Design Are What Matters

By: Eric Stock

Each day more and more businesses are turning to digital advertising as a way to reach clients. However, they often don’t know where to begin. Many clients we come across at Holland Advertising have no idea where to start when it comes to placing their digital buys. Rather than strategizing or thinking about how people interact with digital advertisements, they simply throw money behind one product and hope to begin seeing results immediately. Without strategy and design the likelihood of having a successful campaign is not high.

At the end of the day, the digital products we sell are the same that other companies sell. The ad space we purchase is the same as the ad space our competitors purchase. The attention to detail and technology as well as attention grabbing creative are what sets apart a highly successful ad from one that gets little-to-no interaction.

Some companies will boast about a high click through rate (CTR) but at the end of the day the clicks are not what matter. We would rather see site interactions and, more importantly, conversions. At Holland Advertising, we set ourselves apart by focusing on the details and overall results rather than big numbers that don’t mean a whole lot.


What sets us apart?

Pricing.  If the ad space and targeting capabilities are the same, why pay more?  Rather than placing buys through other companies, we work directly with a trading desk to run your ad campaigns. This means our markups are much lower than our competition.

Design.  We have our own in-house design team that will create your ads and can make quick changes. They are creative and have the experience to know what will stand out.

Strategy.  We will never simply throw money behind your digital idea. This is a waste of valuable time and finances that won’t consistently lead to success. Instead, we explore options based on budget and goals. We will make recommendations and develop new ideas to make sure you are hitting your audience. You’ll also never feel as though we’re out of reach – we are local and 100% in-house so someone in Cincinnati is in charge of your account.

Flexibility.  We don’t lock you into contracts or push products. If something isn’t working or needs updated, we can change a strategy or creative idea in less than 48 hours.

Accountability.  Rather than relying on CTR and the standard metrics, we will look at the backend to make sure the products are working. Before launching any campaign, we gain access to your Google Analytics, so we can show results. We utilize UTM Codes, Conversion Pixels, and Tracking Pixels to record data and develop insights into your audience.


Remember, think with facts not feelings.

The biggest thing I have heard since entering the digital marketing industry 5 years ago is “but no one said they saw my digital ad.” Too often, digital is compared to TV and radio. The fact of the matter is that you are going to reach more people with TV and radio, which is why they are great mediums for top of the funnel advertising and getting your word out. Digital is not going to get you the same reach but rather push people closer to the bottom of the funnel to make a sale. This is because digital is targeted and more strategic. Think about how you interact with digital on a daily basis. It will not be the same as the 25-year-old you are trying to reach in Blue Ash. We will help you reach your audience and track how they interact with your business digitally once they learn about you.


Maximize Your Holiday Sales with Google Shopping Campaigns

By Melissa Morrison

‘Tis the season to shop! Do you search for gifts or holiday products online? Odds are, you most likely use Google. 

As the most popular search engine in the world, it’s no surprise that Google is used for the marketing and advertising of millions of products every day. By learning how to utilize the tools that Google offers, advertisers can boost their views and searches in order to maximize the success of their ad. At Holland Advertising, we use a lot of different tools to ensure our clients are getting the maximum search engine exposure. One of the tools we use for our retail clients is Google Shopping, which allows us to create campaigns and get more traffic to their websites.

Google Shopping campaigns provide more than a simple text ad to grab readers’ attention. By creating this kind of campaign an image of the product shows up at the top or right side of search results. This image shares the title of the product, price, name of the store, and more. With society becoming increasingly visual, the customer’s eye is immediately drawn to images. By creating a Google Shopping campaign, clients get more traffic to their websites, better leads, and a broader online presence.

Kotsovos Bridal Furs and Prom is one such client who decided to use a Google Shopping campaign to boost their revenue. A long-standing client of ours, Kotsovos was previously only doing a Google Search campaign. This campaign was highly successful, so they decided to include a Google Shopping campaign as well to maximize their profits.

By incorporating a Google Shopping campaign, Kotsovos’ products are now eligible to show up as an image that grabs the customer’s attention. Once someone clicks on the ad, they’re taken directly to the product page on the website. It’s a win – win! You get to see the details of the item you searched for without having to go directly to the page itself.

For example, let’s say you want a Jovani-brand dress for prom. When you search related terms for what you want (such as Jovani, black and gold, etc.) you’ll see a lot of options pop up that use those same keywords. If you click on “Shopping” at the top of the Google page, you’ll be taken to a page with different brands all using Google Shopping campaigns. The image to the right is what you would see: an image of the product, the price, and retailer. By clicking the image, you would be taken to the retailer’s website without having to go to their home page. It’s easy, convenient, and makes your shopping experience more enjoyable!

6 Easy Ways to Increase Your Email Click-Through Rate

Email marketing is often one of the most efficient ways for companies of every size to connect with both existing and prospective clients. Through email campaigns, companies can reach a large number of people with minimal investment, while properly monitoring results and modifying future content accordingly.

Marketers frequently rely on the click-through rate (CTR) as an indicator of the success of these emails. Click-through rate measures the engagement of those who open the email, specifically the number of clicks on the links when compared to the number of people who received the email. The lower the click-through rate, the less effective the email is perceived to be; and similarly, with an increase in CTR, an email is considered more successful.

If you would like to see an increase in email engagement, here are six surefire ways to increase click-through rate.

1. Focus on creating an attention-grabbing subject line.

While the subject line of an email does not directly impact your click-through rate, it does influence the likelihood of people actually opening the email. Without the intended audience opening the emails, click-through rate becomes irrelevant. Goal number one should be to grab a reader’s attention with a catchy subject line so that they will want to open the email. Focus on getting them to open the email, and then worry about the email content.

2. Keep copy to a minimum.

Various studies have been conducted on the correlation between the number of words in an email and the click-through rate. The unanimous conclusion was that with an increase in words and copy, there was a decrease in clicks on embedded links or content. Often, companies choose to include too much information in the body of the email, distracting from the ultimate call-to-action. Cut down to the copy essentials, all of which should be centered around or support your call to action.

3. Make the layout visually compelling.

Just as it is vital to make the email content interesting, it is also vital to make the email graphically interesting. If someone opens an email only to be greeted by an overwhelming amount of blank space or boring copy presentation, it is likely that they will hit the “delete” button before doing so much as skimming the content. Breaking up content and making it visually appealing is great way to initially engage, and maintain the reader’s attention throughout.

4. Include links throughout.

Many opt to include the link to a given landing page only once, twice at maximum. What is increasingly useful is cleverly weaving the link throughout the body of the email multiple times. People are easily distracted, so doing this serves as a gentle reminder to the reader what he or she is “supposed to do” based on the email contents.

5. Include media to engage.

It is important to break up the copy with other interesting, visually stimulating content, such as photos, video, etc. At times, this content can stand alone, and can even include the majority of information that would otherwise be designated for the email body. Incorporating this kind of media can often be a great way to engage readers and display information in a more stimulating fashion, while eliminating the need for extra copy.

6. Make your call to action clear.

The call to action should be the focus of the email, as well as the idea around which the copy and contents are formed. The goal of the email should revolve around what you want the reader to ultimately do—visit a landing page, request more information, etc. By keeping this as the focus of your email, you will be more likely to elicit a response and increase your email click-through rate.

If your company is struggling with a low CTR, Holland Advertising: Interactive is here to help. Together, we can work to tailor your messaging to more effectively reach your target audience, and ultimately see higher conversions. For more information, contact Bryan Holland at 513.744.3001.

4 Reasons Your Website is
Falling in Search Rankings

Search-RankingsMany clients express concern over the fact that their website rankings are falling, or that they just aren’t being ranked at all. While this is a legitimate reason for concern, it is by no means an end-of-the-world diagnosis.  There are a few ways to troubleshoot the reason(s) behind falling site rankings, as well as some effective ways to get them back where they should be.

1) Your website and its content haven’t been updated in a while.

Search engines are constantly trying to deliver people the information they seek, and what do people want from a search? They want the most relevant and up-to-date information about the string of keywords they type into the search box. Thus, regularly updating information on your site showcasing new products, industry news or making other simple copy changes can dramatically improve your search ranking.

So how do you stay on top of the need for updates? The easiest way is to create a “site update” schedule to help you keep track of when you modify content.  This could be at regular weekly or monthly intervals, though keyword content updates are recommended every few months.  A schedule will help hold you accountable and ensure that you regard search engine optimization (SEO) as a priority.

2) You need to reevaluate your keyword strategy.

Keywords are often comparable to fads, as both relevance and success of chosen keywords often ebb and flow, along with search habits. An example of this can be witnessed in the recent surge in the use of long-tail keywords.  People have become increasingly specific in their searches, typing in a string of multiple words (long-tail keywords) to yield more appropriate results. To deftly maneuver and adapt to such changes requires regularly monitoring keyword trends and modifying the keyword strategy and site content accordingly.

3) Your site moves at a snail’s pace.

Site speed is often the slyest of culprits when it comes to falling site rankings.  The reason behind this goes back to the purpose of search engines ranking results—to provide people with the most desirable sites and information related to their query.  Because a slow-loading page is highly undesirable, the site/page load time is factored into the algorithm that leads to the returned list of search results. Thus, if a page loads slowly, your ranking falls.

To remedy this, you could do a complete overhaul of your site, as many choose to do in these situations when they can’t identify the root cause of the abnormally long load time.  The easier fix is to make sure that the files on your site are not so large that it takes extra time for them to load.  More often than not, the images or graphic files on the site are simply too large for the page to load them at a desirable speed.

4) You haven’t incorporated search engine optimization.

One of the main reasons you will find your site dropping in search results is because you simply haven’t incorporated SEO.  Maybe you haven’t isolated specific keywords to lead people to your site, and are not seeing the web traffic you should because of this. Through the process of thorough keyword research, isolation and using those keywords to subsequently write creative and compelling site copy, you can easily fix this problem.

Whether you are currently incorporating SEO or need some guidance as to where to begin, Holland Advertising: Interactive can help. Holland takes pride in helping each of its clients develop a unique SEO strategy, write compelling SEO copy and ultimately help them see increased conversions. For more information, contact Bryan Holland at 513.744.3001.

4 Ways to Increase Your Small Practice’s Healthcare Marketing ROI with Minimal Investment

Healthcare-marketingSmall medical practices are constantly seeking ways to increase their reach and expand their existing healthcare marketing programs. The problem here lies in the fact that these same practices often appear to lack the appropriate resources to do so. Luckily, the growth of the digital space and opportunities both within and beyond are making it increasingly simple and affordable for even single physician practices to successfully break into the healthcare marketing realm.

If you’ve found yourself falling into this “small practice, limited resources” category, here are four simple ways to increase your healthcare marketing reach without spending a fortune.

1) Make social media your best friend.

Social media (Facebook, Twitter, Google+, etc.) act as great healthcare marketing tools.  Using these various platforms, you are able to share information relating to your practice with a wide audience, including current and potential patients.  Post material that your audience wants to see—photos of your practice, helpful health information or even inspiring patient stories (with permission, of course).  Be sure to respond accordingly to all comments and inquiries, as this is one of the best ways to encourage both current and future activity and engagement.

2) Offer your expertise to local media outlets.

Media outlets are constantly on the lookout for the latest industry news, developments, health fads/tips and expert opinions on the matters at hand, so there is definitely no shortage of opportunities for a healthcare professional to demonstrate his or her knowledge in this arena.  Don’t be afraid to pitch a story idea based on a trending healthcare topic, or to jump at an opportunity to serve as an information source.  In getting media coverage, you can successfully increase your professional credibility and healthcare marketing reach, with no required investment of anything other than time.

3) Work to uphold and strengthen professional relationships.

Doctor referrals are often one of the best ways to grow a small practice, and easily the best way to gain new patients. Get to know the doctors in your area and establish yourself as a trusted, reliable expert to whom fellow medical practitioners would feel comfortable sending their patients. Patients often seek a primary care physician’s recommendation when it comes to seeing a new doctor, so this offers a great opportunity to increase the influx of new patients, while also helping you establish yourself as a respectable staple in the medical community.

4) Make yourself approachable and personable by sending welcome letters.

A simple, effective healthcare marketing tactic and great way to grow your practice with minimal investment is to send letters (or emails) to new patients, introducing yourself and explaining the goals of your practice. Keep a warm tone throughout, and encourage any patients with concerns to reach out to you or your staff.  This will help establish relationships with patients that you have not yet seen, and ultimately increase the likelihood that they will return after their initial appointment.

If your practice needs a little healthcare marketing TLC, let us help!  Holland Advertising: Interactive can help you build your brand, establishing your practice both within and beyond your given industry.  With fresh ideas and experienced execution, we are here to help deliver our clients greater marketing ROI. For more information, contact Bryan Holland at 513.744.3001.

Why Should Your Business Invest in SEO?

Search-Engine-OptimizationWith the rise of search engine capabilities and almost universal access to the Internet, it comes as no surprise that people are relying on these tools to seek out specific products and services.  Specifically, they tend to place the majority of weight on the results yielded by search engines after a simple search consisting of only a few words.  And where your company ranks within these results matters.

The higher your company’s site ranks on the results page after a search, the more likely the searcher is to visit your site and ultimately, the more likely they are to convert.  Link clicks and site visits yield conversions.  It makes sense, right?

Yet clients continue to question how they could benefit from Search Engine Optimization (SEO).  Here, we’ll address the three most common arguments that arise when having the conversation about SEO.

Argument 1: It’s not a worthy investment of my company’s time or money.

Rebuttal: Organic searches are the cheapest way to attract visitors to your site and see the greatest ROI over time than other forms of traditional marketing.

Argument 2: Our site is already ranking without SEO. 

Rebuttal: SEO will help your company maintain and even improve your position as new businesses enter your company’s niche.  This is vital to maintaining your competitive edge within your given industry.

Argument 3: I’ll think about it later.

Rebuttal: Other businesses—competitors—are thinking about it and implementing it now.  They will soon use SEO to their advantage and more than likely surpass you in certain areas, including sales and conversions due to SEO’s overall impact.

The moral of the story is simple – don’t get left behind.  Don’t let your competition outmaneuver you with their enhanced marketing tactics.  Let us help!

If you would like to learn more about what SEO has to offer your business, as well as gain more industry insight, we’d love to help. Holland’s experienced team takes a focused approach to marketing, injecting smart strategy and fresh ideas into each of its clients’ marketing plans.  For more information about how Holland can help your business see greater marketing ROI, contact Bryan Holland at 513.744.3001.

Tips to Help Your Business Make
the Most of the Holiday Season

The Holidays are just around the corner, and with them comes an outpouring of holiday bucks from consumers all around the world.  This leaves a great opportunity for businesses of every size and industry to capitalize in even the smallest ways.  Here are a few tips to use marketing to your advantage this holiday season:

1) Send out a seasonal/holiday email to your customers and clients.  This small gesture will not only let the people that support your business know that you are thinking about them and grateful for their continued business, but will remind them to consider you for holiday gifts.  Make the email festive, fun and keep it simple.  You might also include a special offer to further encourage the customers to consider you for holiday gifts.

2) Express gratitude.  Nothing is more off-putting to loyal clients and customers than ungrateful companies with whom they regularly spend their money.  For this reason, it is important to do whatever you can to show that you are grateful for the fact that they continuously choose you as a business partner by thanking them for the partnership.  Send a special gift basket, give them a special rate for a limited time or simply send a “thank you” note as a kind gesture.  A little bit truly does go a long way.

3) Use social media to your advantage.  While many small businesses lack a strong social media following, those that do follow are loyal – and they should be treated as such.  Leverage social media platforms like Twitter, Facebook and even Instagram to display and promote any ongoing sales or specials that your company has. Even taking a second to post about company culture, holiday parties or any similar event could bolster support for your overall business and brand.

4) Offer special shipping options (for e-commerce sites).  Many people put a lot of their holiday shopping off until very late in the season.  This makes it vital that you offer expedited shipping options – along with standard – to accommodate such last-minute decisions.  Making standard shipping free is also an enticing gesture, and makes potential customers more likely to be actual customers.

Need help getting the most return on your marketing investment this Holiday season?  We’d love to chat! Holland Advertising: Interactive has an extensive history helping its clients more successfully reach existing and potential customers and clients, taking local businesses to new heights along the way.  For more information about how Holland can help your business better align with its audience, meet sales goals and take advantage of the holidays of present and future, contact Bryan Holland at 513.744.3001.

Tips to Successfully Increase Website Conversion

Some businesses don’t have the issue of insufficient website traffic, but the Achilles heel of the site and the company’s subpar performance is the lack of successful conversions from that traffic.  If people are coming to your site, but doing nothing beyond being merely a spectator or glorified window shopper, then what’s the point – unless the goal of your website is purely superficial education.

So how do you determine if there truly is an issue with your website’s conversion – or lack thereof?

First, you need to define what “conversion” looks like for your business. This could be as simple as someone submitting an email address to receive quarterly newsletters or updates, or it could be securing a purchase or sale on your e-commerce site.  This would ultimately be the metric that you use to set measurable goals – typically somewhere between 2 and 3 percent conversions – and monitor regularly. If you aren’t hitting the 2-3 percent goal, you may have an issue.  The good news is that in most cases lack of conversion is the result of a few key elements, and can be remedied.

Make the Opportunity Clear.

Oftentimes, the specific call to action that leads to measurable conversion is hidden behind clunky, outdated, labyrinth-like navigation or an overwhelming amount of words.  Simplify your call to action so that the viewer doesn’t have to think about next steps.  Making your call to action transparent from first glance will help eliminate any overthinking and make it less likely that the visitor leave before successfully converting.

Evaluate the Design or Presentation.

Oftentimes the opportunity for conversion gets hidden because of a lack of user friendly or intuitive design.  Such flaws in design can lead to difficulty finding your site’s specific call to action.  You can simplify by adding a button on each page giving the visitor the option and consistently reminding them to take action.

Make Yourself, Your Company or Your Offer More Valuable.

One of the most common reasons sites don’t see the conversion rates they desire is because, quite frankly, the offer just isn’t appealing.  You have to think of a conversion as a trade.  The individual is providing information in return something that your company is providing, and if what you’re providing isn’t appealing, then the trade won’t happen because it will be deemed “unworthy.”  Reevaluate your offer.  Send out a survey or ask for input about what is appealing or not about the offer. Increase the appeal, and see higher conversions. It’s that easy.

Realign With Your Audience.

Many companies are simply targeting the incorrect demographic, with unrealistic expectations.  The fact that Millennials are a growing percentage of the universal consumer base does not mean you will see adequate interest or conversions from them on websites that typically have an older following.  Attempting to reach different demographics can be a good thing, but don’t focus all of your marketing efforts on an exhaustingly unreachable demographic for your specific company.  Honing in on those likely to convert will help you see higher rates.

Get Help.

If your company is struggling with seeing adequate conversions from website traffic, or simply just isn’t seeing the website traffic it should be, we can help.  At Holland Advertising: Interactive, we take a holistic approach to marketing, seeking to uncover the issues at hand and provide solid plans to produce measurable results.  For more information about how Holland can help your business better align with its audience, meet sales goals and increase conversions, contact Bryan Holland at 513.744.3001.

The Internet of Things

The Future of Connectivity Holds Great Promise Beyond Internet Marketing!

The Internet of Things is the Internet’s next generation, and it holds great promise for enhanced Internet marketing – and more. The Internet of Things includes every connected device on the planet, and there are more connected devices than people on Earth. There are three types of connections where the Internet of Things is concerned: machine-to-machine (sensors, robots, servers, etc.) machine-to-people (home security, wearable devices) and people-to-people (social networking, texting, etc.) and while many of them serve the private sector, businesses are jumping on board with internet marketing strategies to exploit these connections.

For the most part, connected devices enhance our lives and are used to help us connect with others, monitor our fitness, control our cars, turn on our lights – the list can be endless. There is a multitude of ways we use connected devices, and most people take for granted that they are part of the Internet of Things. People use wearable devices every day that can monitor things such as heart rate or insulin levels or rely on a sensor on their pill box to remind them to take their medicine. Businesses are working to find ways to use information that these devices could gather, and in the future these will be part of most businesses’ internet marketing strategies.

In addition to Internet marketing, connected devices have the potential for wide-sweeping applications in the future. Monitoring a person’s health – whether they are aging in place, disabled, or suffering from a chronic disease such as epilepsy or diabetes, can help bring care to them immediately in the event of a emergency, or minimize visits to the doctor or from a homecare professional. With a connected device they can maintain independence with confidence. A connected home can turn off a device, such as a slow cooker, and tell you when dinner is cooked – even if you’re away! In the future, a connected device will store information such as when and what you cooked for dinner this week, whether or not you’re out of milk, etc. With all that information, Internet marketing for home health care agencies, grocery stores, security providers, childcare, medical supplies, etc. are sure to follow suit – the possibilities for Internet marketing are endless!

Consider the potential for an Internet marketing plan with information gathered from connected devices. If you are a home improvement company specializing in basement waterproofing, tapping into the information gathered from home security systems that monitor for basement dampness could give you great list of hot leads. The same Internet marketing potential would apply to a company that sells diabetes supplies. Having access to people wearing an insulin monitoring device, and creating a campaign marketing directly to them would be a wise use of your internet marketing dollars.

Does YOUR business have a strategic Internet marketing plan?
Get help from Holland.

We can create an Internet marketing strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Plus, we’ll be there to help you with the latest innovations to help you connect with your customers and prospects! Visit or call Bryan Holland at 513.744.3001.

Blast Your Brand!

The power of email is undeniable. Reaching out to customers and prospects with tantalizing offers via email works. The statistics vary by industry, but a 10 – 20% open rate is expected for most emails –which means that your message is being received by a large percent of your prospects. Getting an open rate that is consistently over 25% means that you’re doing a great job managing your lists and creating a message that is grabbing your audience.

But could your email campaign be doing even more?

Yes. You could be building brand awareness. Regardless of your current open rate, if you are only using email marketing to communicate offers and sales, you may be missing out on a great opportunity to build brand awareness. By touching your customers with news, products or industry-related information, you will be increasing the likelihood of recall of your brand the next time your prospect is making a buying decision.

Personally, I get a lot of marketing emails. Many of them are deleted or left in my inbox unread, but I still see the company name in the email envelope. Like your prospects, when I am in the market for tires, pet food, a vacation spot OR a great recipe (FREE, no less), I am more likely to visit the sites that send me information that is pertinent to my needs, or have had great offers in the past.

I’m no different than the average consumer, and your prospects are probably average, too! So get busy. Start emailing your customers on a regular basis (NOT DAILY), and you will increase awareness of your brand, services and expertise. As you DO, here are some good guidelines to remember:

1. Contact them with a clear, concise message. Short and sweet is good.
2. If the email includes a link to your site for news or product info, be sure that it goes to that page, not just to your home page. If someone is directed to a page that has no relevance, chances are they’ll leave.
3. Contact them regularly, but ONLY if you have a something to say. “Happy 4th of July” in a subject line probably won’t get your email opened, but if it does, your message should be more than a shot of Uncle Sam with a “From All of Us at XYZ Corp!”. To do so could get you ignored, or even worse – unsubscribed.
4. Your email envelope may be all your customers see. Make sure it says the right message, every time.

One of the best ways to maximize the effectiveness of branding emails is #4 –your email envelope. Don’t underestimate the power of that one little line – it’s where you will increase recall and brand awareness. It may include only the FROM and SUBJECT line, but some users have their email formatted to display the first line or two of the email, so never underestimate the power of an interesting headline, too.

Here are 5 points to remember about your email envelope:

1. Your subject line is brand awareness advertising and it should reflect at least one of your brand attributes. For example, if you sell office supplies and you want to be known as the company that has same day delivery, be sure you have that in your subject line.
2. Your subject line should reflect your brand message, but it should directly relate to the email content. Shaking things up with a humorous or to-good-to-be true offer can increase your open rate, but once your recipients catch on it could backfire when they STOP opening future emails.
3. Create a persona that embodies your product or mission and send the email from that persona – every time. For example if your company manufactures fire extinguishers, you may use It’s more personal than, or, and it should be fairly transparent that the persona is not real, to prevent confusion.
4. Most importantly, include your brand name in your “from” line. As obvious as it sounds, some companies’ domain names aren’t their brand name, and it can cause confusion.

Unlike offer-driven emails, brand awareness is hard to track – which is why marketers tend to overlook this valuable tool when creating a budget. Once you’ve created a template and email persona, branding emails are easy to create and maintain. You’ll be surprised at the long-term benefits!

Need help implementing an effective email marketing strategy? Holland can help. Call Bryan Holland at holland advertising : interactive at 513.744.3001 or email him at