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Using your Blog to Attract Real Humans and Potential Customers

Using your Blog to Attract Real Humans and Potential Customers

How many of us have blogs on our websites?  A blog is a must have because it is the perfect place to consistently, routinely, add fresh content to your website and provide insights to your visitors.  Your SEO guy will tell you it’s a must have because Google likes it.  The freshness algorithm and your need for onsite optimization are reason enough for you to spend an hour or two a week making sure you get up another of those pesky blog posts.

I’m going to let you in on a little secret…It can be just as important to the actual humans that visit your website.  Don’t just blog for the purposes of Google.  Put a plan together and actually blog for the people who visit your website.  Seek out to offer some actual value to your visitors and provide them with something helpful, or at the very least interesting.  Sounds crazy right?

Write Something Someone Will Want to Read

If you really want to use your blog to attract customers, then put a plan together to provide the kind of information your customers and potential customers will want to read.  For example, if you sell supplements and work out products like GNC, why not write content about working out? Creating content for your audience will create articles that you can actually promote through social media, and bring a return audience.

Spend 30 minutes with your crew and put together a loose content calendar.  Outline a blog strategy that plans for 2-4 blogs per month.  From there set out to be consistent and again, create blog articles your customers want to read.  You do not have to write overly promotional “buy now” articles.  I would even stay away from product spotlights.  In the case of GNC, why not write an article about 3 new exercises for summer and wrap up with a short spotlight on a recovery drink.

Promote your Blog Through Social Media

Once you start putting blog articles up, promote them to your audience and potential customers.  If you haven’t set up social media and specifically the Facebook Ad Manager, you should!  Right now!  Facebook’s new instant articles are perfect for promoting your blog articles and bringing visitors to your site.

Once a blog is on your site, go into the Facebook ad manager and put up a post/ad. You want an ad aimed at traffic.


With regards to placement, concentrate on Facebook and Instagram feeds as well as Instant Articles.

Finally, make sure you have the facebook conversion pixel installed on your site, and make sure the url you put in your ad actually goes to the article you are promoting.

If you aren’t familiar with the Facebook ad manager or how to do this part, they have a great help section that will teach you everything you need to know.

 

Capture your Visitors and Retarget

Finally, you need to capture your visitor’s information and you need to retarget them.  Odds are, visitors are not going to purchase from one blog article.  This is certainly “Top of the Funnel” stuff.  That being said, they came to your website so try to keep them.  Set up a way to get their email from them, maybe having them opt into receiving future information.

Remember that “Facebook Pixel” I mentioned earlier, this is where it comes into play.  Facebook will keep track of everyone that goes to your website from Facebook and Instagram.  You can then go into the ad manager and start sending ads to everyone who visited your website who didn’t purchase.  This is “Retargeting”.  I am sure you have witnessed this in your own web surfing.  You look at a pair of shoes for a brief second and Nike ads continue to appear for several weeks, subtly reminding you that you still need to go purchase those shoes.  It Works!  Make it work for you !  Google offers retargeting as well.  Make your SEO guy set it up.

Create some Content Already!

We all know the blog section is valuable.  We know it will help with SEO.  We now have come to terms with the fact that it could actually work for real people.  So what’s the hold up?  Write some articles, stay consistent, provide some real value, and promote and retarget.  If you don’t have the time to do all this hire someone who can.  After all, don’t you want a consistent flow of new customers?

 

 

 

 

How to Create a Cohesive Instagram Feed

How to Create a Cohesive Instagram Feed

Do you ever look through Instagram accounts that look pretty and polished and you think; how do these people find these places, or even the time to take all these? Yea I did too, and it’s true, creating a cohesive Instagram feed does take a bit of time and planning.

Color and Feel

First things first, you should plan everything out before you start on your journey. After you pick your theme and topic, you’ll have to pick a general color and aesthetic for your feed. For example, do you want to keep it colorful and playful or earthy and rustic. It may become arduous but you’ll have to take your time and search for locations and backdrops that fit your scheme.

White Space

Be aware of white space. If you consecutively post images with the same background color it will create too much white space and the photos will get lost and blend together. To avoid this, alternate each post between chosen color schemes.

Branded Feed

It is important to create your own unique feed because it will give you a branded look without any of the images actually being watermarked. Watermarking needs to be very subtle and watermarking every single post it will definitely alter the look of your feed.

Plan it Out

Before you start posting make sure you’ve accumulated a few posts, this way you won’t be scrambling for content and you’ll be able to make sure your content is up to your quality standards. You will also be able to roll out content on a consistent basis.

Engagement

Don’t forget to pay attention to engagement. Keep an eye on which type of posts are getting better engagement. Not only content, but time posted and copy all play a part how much engagement a post will get.

Creating a top-notch Instagram feed does take time but do not get discouraged because in the end you will be creating something you will be proud of. If you’re trying to grow your company, creating  captivating social media is important. People are drawn to cohesive and creative feeds, so don’t be afraid to experiment and be unique.

The Right Social Media Message

The Right Social Media Message

Pepsi suffered a blow last week via social media when digital engagement increased by 366% in one day. The majority of related posts were complaints about the 2.5 minute promotion that featured Kendall Jenner. The issue at hand was centered around the premise of the promotion; that Pepsi unites social justice endeavors. However, the ad was severely criticized for trivializing protests that otherwise bring attention and address serious issues. The ad seemed to exploit the passion of protesters to focus attention on Pepsi, and away from the problems raised by the protesters. A breakdown of negative responses to the ad totaled 84%. Most mentions in social media included the phrase “tone deaf” and “Kendall Jenner”.

A common trend in social media, is to ride the coat-tails of popular topics that are often expressed as hashtags. But exploiting a serious issue to sell a product, is often a recipe for disaster. Your promotion may in fact go viral, but not in the way you hoped. Everyone with a business wants their brand to get as much exposure as possible, but care and attention must be given to promote your service or product in a responsible manner.

At Enlarge Media Group, we’ve been representing our clients on Social Media for nearly a decade. We’re experienced enough to know which platforms work, and which do not so that we can focus on those that fetch best results. Laymen often attribute failure to the venue, but in most instances, the problem is with the message, not the medium, and as we’ve learned from Pepsi, the atmosphere is equally as important. For this reason we obsess over the message that we deliver in the name of our clients, and their brands.

Advertising Consulting

Advertising Consulting

eBay has decided to cut ties with Triad Retail Media to pursue a new course with an in-house advertising team. eBay will also be retiring some of their iconic ads including product listings due to retire sometime between April and May of 2017, according to Josh Wetzel, the senior director of sales and marketing at eBay. However there will still be ads that take eBay users offsite and these ads will be relevant. For example, if you were browsing through eBay in search of clothing then you would see relevant ads for complimentary clothing services.

In the 4th quarter of 2016, eBay generated $313 million in ad revenue on its marketplace platform. However, moving to an in-house solution isn’t necessarily going to decrease your overhead. In fact, the cost in employees and vetting can be well greater than paying for an ad firm to handle your advertising and marketing. Worse yet, a mistake in hiring could lead to a costly recovery as a result of hiring individuals that don’t understand their platform, or make mistakes. When an employee makes a mistake, the company pays for it. But when an out-sourced firm makes a mistake, they are responsible for the fees.

In some cases you may want to consider keeping a firm on board for their expertise. Paying a retainer to get monthly updates on how visible your products and services are and to deliver actionable objectives, allows for you to hire employees to do the grunt work, while ensuring that you are always taking the best steps for the market at that time. For example, you could hire in-house search engine optimizers, while paying a retainer to an ad firm to make sure that their actions are compliant and wont get you banned from Google and other less popular search engines. This is incredibly important because the rules for SEO are often changing and if you’re not constantly up-to-date, then you risk losing all of your SEO efforts in one fail swoop. This has been such an issue that some large companies have gone so far as to file suit against Google after they lost rank, sales, and then had to layoff thousands of employees. This desperation only further cost them money that they could not afford to lose after losing the law suit.

When Should a Brand Change Its Logo? Should a Brand Ever Change Its Logo?

When Should a Brand Change Its Logo? Should a Brand Ever Change Its Logo?

Recently Instagram changed up its logo and the world went crazy.
Memes were generated by the thousands.  Interestingly enough, people were not really happy.
As Garth (from Wayne’s World) said,“We hate change.  We fear it.”

While Instagram has survived the storm, so far; it raises an interesting marketing question…
When should a brand change up its logo?  Should a brand ever change its logo.

Some of the largest most recognizable brands in the world would say no, never.  Take a look at McDonalds or Coca-Cola…  Logos so strong and recognizable, the minute you read this you pictured their logos in your head.

When we coach companies on branding, we stress consistency.  If you truly want a brand that builds momentum, is recognized, and resonates with your customer; find the right logo and stick with it.  Then put it in front of potential customers as much as possible.  We want your logo to evoke emotion and connect with people.  The minute they see it, they should know who they are looking at and what they can expect.

One of the worst things you can do is confuse people.  If you look different every time they see you, they might wonder…Who is coming to the table today?