Fresh Marketing Ideas Blog

Do YOU Speak SEO?

2014 is almost over, but we’re still finding that for some of our new business prospects and clients it’s still 2004 when it comes to SEO. Search Engine Optimization (SEO) isn’t just a buzz phrase, it’s an absolute necessity. A few of our smaller to mid-size clients are still a bit resistant to optimizing their site and we know why.

They don’t speak SEO.

It’s that simple. Just when they prepare to optimize their site they talk to a vendor, customer, competitor, or somebody who purports to be the expert and bam – they want to wait. They get confused by the jargon and may think one or more of the following erroneous thoughts:

  1. I’m a small local business. I don’t need to optimize because prospects will find me and solicit my business based on geography.
  2. I’m doing a great job with word of mouth, and my clients are mostly referrals.
  3. My company doesn’t do any e-commerce, so why should I drive business to my site?
  4. My company name is my web address, and my product is my company name. Won’t that drive business to my site?
  5. My website was built in a CMS that automatically optimizes my content.
  6. I’m on Facebook – doesn’t that help my rankings?
  7. We’ve already spent money on our website, we shouldn’t need spend MORE on SEO!

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Digital Billboards – Changing the Landscape of Advertising!

Over the last decade, the landscape around our roads has been changing, particularly around major commuter routes. Traditional billboards are giving way to digital billboards, making outdoor advertising more interactive and flexible. Digital billboards typically rotate 6 to 8 messages per playlist, and can be scheduled to change throughout the day or hour based on traffic patterns and time of day. Digital billboards are also more visible than traditional static billboards; the display is brighter and the motion can be more eye-catching.

For Outdoor billboard companies, this gives an opportunity for additional revenue by increasing the number of clients they can serve on a single billboard. For advertisers, it makes Outdoor a more exciting, dynamic way to engage prospects. By understanding your prospects you can greatly increase brand awareness, generate new customers and see a nearly immediate increase in response to offers.

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Social Media is a GREAT Way To Effectively Communicate Your Brand!

Are you engaging customers with your Facebook page? Do you Tweet about offers, sales and new products? Are you LinkedIn to others within your industry and reaching out to potential customers?

How effective are you at communicating your brand? If your interaction with your customers is merely offer-based, you may be missing out on the opportunity to engage and retain your customers by driving them to your website. Focusing on reach and awareness instead of offer redemption will engage more prospects that aren’t in the funnel, and encourage them to buy from you when they are ready.

Creating compelling ads that encourage prospects to interact with you and follow or “like” your brand increases awareness of your company and keeps you “top of mind”. Leveraging your content for social sharing will increase the likelihood of gaining followers and reinforces your position as the go-to company for your product or service. Attentive monitoring of what is being said about your brand is also important. Creating a dialogue with social media users includes consistently relevant comments that apply to current events or consumer trends. Relevant content is more likely to be shared – driving more users to your website.

Abandoning offers and incentives completely isn’t wise either, but the offer should be compelling enough to catch the eye of a prospect. For example, if you sell closet organization systems, offering “50% Off All Hangers” is not that eye-catching. A headline that connects with your brand, such as “End Closet Clutter, FOREVER – With 50% Off!” will get the attention of more people than just those in need of a few extra hangers. Running a contest is also a great fan and follower generator. If your company is in the pet industry, a contest to win free dog food for one year WILL get shared, liked and/or tweeted – potentially putting your brand in front of thousands of users. Read More

Go Mobile (Everyone ELSE Is!)

Mobile Marketing IS Surpassing Desktop For Engaging Prospects!
Isn’t It Time You Took YOUR Marketing Mobile?

Unless you’ve been living under a rock, you’re aware that nearly everyone has a mobile device. In fact, by the end of 2014 there will be more mobile-connected devices on earth than people – making mobile marketing statistics hard to ignore. Since a large percentage of web surfers are using their mobile device to check their email, social media (facebook, twitter, LinkedIn, etc.), and shop, it’s changing the way marketers are looking at mobile marketing.

Yes, with mobile advertising you can entice shoppers with coupons and offers while they are in (or near) your store, use in-game and app-based marketing, or if they’ve opted in you can send SMS messages directly to their phone – there are many different ways to reach your prospects. Read More

TV Advertising – More Isn’t Always Better!

With so many options for advertising today, television is still one of the best options to get your message to potential customers. Television still has the largest potential reach of any medium. Here are some of the facts about television –

  • 98% of all homes have at least one TV, and there are more television sets in America than people!
  • Television can influence purchases at every level of the buying funnel.
  • Television programs can target a variety of demographics – with pinpoint accuracy.
  • It’s intrusive, but with the right message can capture your audience’s attention!
  • Television is still considered the most engaging, entertaining method of advertising.

With facts like these, it’s no wonder our clients come to us with the misconception that the more television spots you buy, the better, and in many cases that’s what they’ve been led to believe. It’s understandable to think that if you pepper the airways with your message over and over, eventually enough of your potential customer base will hear your message and be influenced to take action.

Unfortunately, this isn’t the case. Many of our clients are surprised to hear that less really can be more – when you have the right strategy that delivers your message to your target audience. It’s not about the number of spots you buy; it’s about the number of potential viewers within your target audience that will be watching the program during your spot. Television shows are rated by viewership, and also by the demographic of the viewers. When you purchase a spot during a show that hits your demo, you’re maximizing the amount of potential viewers.

With the right media buy, you’ll get biggest ROI on your marketing investment. Our media buyer has decades of experience creating strategic media plans that deliver results.

Here is her advice about what NOT to do when creating a TV campaign:

  1. Create a campaign that doesn’t communicate your brand, a clear message or a call to action.
  2. Develop creative and media strategy without knowing your target audience – your ideal customer.
  3. Spend advertising dollars without a clear goal. Without a quantifiable goal, you’ll never know if your efforts are effective.
  4. Not having enough frequency to influence your audience or spreading your spots too thin among many different demographics.
  5. Hurrying through the buying process without negotiating rates. Rates vary from station to station, and you need to compare the reach of each program versus the cost.
  6. Not buying early or having a solid media plan. You WILL spend more money, and may NOT get the spots you want.
  7. Not monitoring your invoices – mistakes happen and you may be charged for spots that didn’t run as ordered. You may find spots running during the wrong program, on the wrong night or they may be running the wrong spot.

With the right strategy, TV can grow your business and with the right media plan, you can get an incredible return on your investment. By knowing your target audience, and creating a strategy that delivers your message to them, you can maximize your marketing dollars.

Get help from Holland. We can plan a media strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Copyright © 2013 holland advertising: interactive.