Many businesses are intimidated by the cost of television advertising; however, successful TV ads can greatly increase the effectiveness of other marketing campaigns while increasing brand awareness. Television is still one of the few media channels that allows you to combine visual and audio, making it very powerful in establishing emotional connections with your target audience. As a business owner, you have a unique brand, and television advertising allows you to effectively express your brand while establishing a connection with your target audience.
Today’s consumer has the ability to skip or fast forward through commercials, making it more challenging for your ad to reach its intended audience. This doesn’t mean that television advertising should be ignored; however, it does mean that your ad has to be strategically planned and executed to ensure your ad captures the attention of its audience. Below are some components and guidelines for creating distinct and successful TV ads among today’s consumers.
Research and Plan
Before creating and placing any television ad, make sure your business has a clear understanding of who your target audience is. Your brand should know exactly what type of television viewer you want your ads to appeal to, as well as knowing the message and image you want to convey. Successful TV ads work best when they can be implemented into other areas of your marketing efforts. Planning television ads that can be utilized or referenced in other marketing strategies will reinforce your brand’s identity and make your brand stand out. If you haven’t established your brand’s identity and completed thorough research on what type of consumer your brand is targeting, your ads and brand itself are less likely to be remembered.
Blend Creativity with Simplicity
The average television ad is only 15 or 30 seconds, which doesn’t leave you much time for your brand to get your message across, let alone establish a connection with viewers. Successful TV ads demonstrate creativity and are distinctively different than other ads they’ve seen. More importantly, the message should be simple and easy for the viewer to understand and relate to. Your ad should immediately intrigue the viewer. Complicated television ads that cram a lot of information into them often lose the interest of the viewer, and rather than establishing a positive connection, the viewer may interpret the bland and complicated commercial as a reflection of your business as well.
Don’t Cut Corners
Whether it’s planning the creative aspects of the commercial, producing the spot or buying media placement, TV advertising is not where you want to skimp on resources and quality. If your business doesn’t have the resources to perform any of the tasks to create successful TV ads, you should utilize the services of a professional agency or creative team. This doesn’t necessarily mean you have to drain your marketing budget for your television advertising, but having a well-planned strategy and knowing exactly what you will need to invest in will ensure your TV ads reach their highest potential and meet your brand’s goals.
For Help Creating Successful TV Ads, Contact Strategic Marketing
As a full service advertising agency, we have a wealth of experience in creative concepts for television advertising, as well as the ability to successfully research and place your advertising in your market. Visit our website to learn more about how we can help expand your brand’s reach, or contact us today by calling 561-688-8155.
Why Local Business Citations Are Important
Local business citations refer to any mention of your business name and location across the web. This can be just your business name by itself or your business name in accordance with your address, or your address and phone number. Local business citations do not have to have links; however, they are still greatly important to search engine optimization (SEO) ranking with popular search engines.
Search engines strive to provide users with the most accurate and valuable information possible, which is why business citations are a key component in ranking algorithms. The more local citations your business has, the more reputable you are seen by search engines, which will likely increase your ranking in the search engine results. Ultimately, these citations help to confirm the legitimacy of your business’s location and industry classification.
How to Get Local Business Citations
There are many different places where your business can be cited across the web. We have compiled a list on the most valuable sources for building business citations.
Data aggregators compile information from various places, such as traditional phone books, banking and phone records, group memberships and other traditional and online databases, to provide indexes of business locations all across the country. The primary aggregators include Infogroup, Neustar Localeze, Acxiom and Factual. These data aggregators cover a majority of the local search network, so this is a good place to start when trying to build local business citations.
Google, Bing and Yahoo! crawl various websites, including online directories, to validate your business’s location and contact information. Having your business listed and cited on online directories helps search engines validate their information, while also providing higher local value which is helpful to your local SEO. Directories such as Yelp, City Search, Yellow Pages, Superpages and Foursquare are just some online directories that are valuable to search engines and your ranking. Remember that consistency is also important, so if the business information that was retrieved by data aggregators does not match what is listed on the online directories, you may be hurting your local search ranking.
Social Media and Blogs
We know that social cues are also a major factor in SEO success, including content that comes from blogs. Social networks keep growing and content creation and marketing is still crucial to gaining authority in your industry. Since both local business citations and social aspects are crucial to SEO rankings, ensure your complete business contact information is listed on all social media channels so any mention of your business in blogs or on other pages is accurate and sourced appropriately.
Contact Strategic Marketing for Help with Local Business Citations
With the many different directories and data aggregators that exist, not to mention your own social business pages, it can be difficult and time consuming to manage the accuracy of your business information across the web. Since business citations are such a valuable aspect to the success of your business, it is a crucial task that really should be included in your marketing efforts.
Strategic Marketing has a solution for acquiring business citations. Our local SEO program, SmartList, is a cost-effective and time-saving solution for building local citations and a vast online presence. Our program allows your business to acquire maximum local visibility by pushing your business information to various online directories, search engines and maps. SmartList allows your business information to be managed consistently across more than 2,000 publishers, so you can be sure your business listings are citations are consistent and accurate across the web.
If you’d like to learn more about our software and how it can benefit your business, contact us today to speak with one of our marketing specialists!
Drive Sales with Automated Prospecting
New businesses, established businesses and entrepreneurs are constantly seeking one thing: new revenue streams. With the help of automation and web-based software, many marketing and lead acquisition tactics have been streamlined and integrated into other areas of advertising. Look-a-like prospecting and automated prospecting are a few examples of this phenomenon. While there are many marketing techniques that assist in increasing sales with existing and past customers through either traditional or digital methods, the fact remains that if you’re not acquiring new customers, you will always be limiting your business’s growth potential.
The Goldmine of Automated Prospecting
Prospecting in general refers to targeting consumers who genuinely have an interest in your product or service, but what is the best way to find them? The best prospecting strategies can drive high-quality prospects to your website and increase the chance of them becoming customers, but often requires too much time and research to perform optimally. By utilizing look-a-like modeling with automated prospecting strategies, you can drive new prospective customers to your website or business through untapped communication channels.
Look-a-like prospecting or modeling is a form of automated prospecting that gathers data on current customers, such as product attractions, price sensitivities, device usage and other attributes. This data is accrued by tracking their shopping behaviors, whether online or in store. The data is then used to find prospective customers who have not done business with you yet and display behaviors and characteristics similar to your current customers. Since this form of automated prospecting targets consumers who look and act like existing customers, you can be sure you are attracting valuable high quality prospects.
For Prospecting Help, Contact Strategic Marketing
Successful prospecting strategies require time and resources, which most companies simply do not have. This results in many businesses turning to agencies to manage their prospecting campaigns so they can focus on running their business. Strategic Marketing is well-versed in automated prospecting strategies and can help you acquire genuinely high quality leads that are likely to convert into customers.
Through creative thinking and extensive industry knowledge, our marketing specialists have what it takes to get your business in front of valuable prospects and get their attention. To learn more about automated prospecting and how your business can benefit from it, contact us today!
You’ve probably heard by now that online reviews are a major factor in consumers’ purchase decisions. In fact, according to a study by Dimensional Research, almost 90% of consumers confirm they are influenced by reviews. With such an overwhelming majority of consumers taking reviews into account, search engines have made them a top factor in how they rank search engine results. With reviews in general now being so important, negative reviews can be especially damaging to not only your reputation, but to your local search engine optimization (SEO) success, as well.
Online Reviews and Their Impact on Local and Organic Search Results
The importance of showing up in local search results when consumers are searching in your area can’t be stressed enough. Consumers searching for a product or service in your area typically have high purchase intent; therefore, they are most likely researching which company near them can provide the highest quality product or service with the utmost attention to customer satisfaction. The best way for prospective customers to find this information is through prior customers’ reviews. Many popular search engines have since made reviews easily accessible to consumers in local search results, displaying the company’s overall star rating underneath the business name. Businesses with the most recent and largest number of reviews have better chances of ranking higher in local and organic search results.
While other local SEO factors, such as on-page signals, Google My Business information, social signals and external links or citations, are highly important in determining search results, reviews may ultimately be what will persuade a consumer to contact your company or do business with you. Accumulating new positive reviews also adds credibility to your business while increasing the amount of unique content you have online, which search engines also take into consideration when ranking search engine results.
How to Handle Negative Reviews
As a business owner, negative reviews can be a painful burden on business growth if not addressed in a timely manner. However, negative reviews can also be an opportunity for your business to shine in the minds of consumers if handled correctly. Properly responding to negative reviews can build stronger relationships between your company and its customers. Be sure to respond immediately and publicly, typically within 48 hours, and offer a chance to speak with the customer offline to resolve the problem. Whether it is a personnel, communication or technical issue, you will want to be sure you take the appropriate course of action to resolve any miscommunications or procedures to ensure the problem does not occur in the future. Be sure to convey a sincere and apologetic tone when communicating with unhappy customers in order to repair their negative experience and build a positive and loyal relationship.
Strategic Marketing Can Help Manage Your Online Reviews
Since online reviews, whether positive or negative, are so crucial to the success of your business, it is important that review generation and reputation management are incorporated into your business’s digital marketing strategy. The more positive reviews your business acquires, the less weight will be put on any potential negative reviews. This can be a time-consuming task, but fortunately Strategic Marketing has an efficient and cost-effective solution to reputation management.
Our review generation software, SmartRep, makes it easy for you to generate and respond to online reviews. Our system contacts your customers via branded email and asks them for a review. Once reviews are completed, the system presents a seamless path for positive reviews to be pushed to your website and directs customers to other sites such as Google+, Facebook and Yelp. Negative reviews are redirected back to the business owner to be addressed. Additionally, SmartRep offers robust reporting and analytics that are available 24/7, allowing you to track and monitor your reviews at any time.
For more information or to receive a free demo, contact us today to get a handle on your online reputation while improving your local search ranking!
If you know the basics of pay-per-click (PPC) advertising, then you know that last-click keywords are what trigger conversions, and since you’re paying for each click, you want to make sure the keywords you select are ones that are more likely to produce conversions. PPC optimization is crucial to the success of your campaign, but some optimization strategies can produce unanticipated results. Since your ad’s clicks are really what drive your campaign, you may be thinking that optimizing to clicks is the best strategy, but this isn’t necessarily the case.
Avoid Optimizing to Clicks
For each last-click keyword, there are a number of keywords that assisted in obtaining the click or conversion; however if you’re optimizing to clicks, you may be overlooking or pausing these highly valuable assisted keywords. Since many PPC programs only track last-click conversions, assisted keywords that are actually quite valuable to your campaign may appear as under-performing. Don’t be quick to weed out under-performing keywords, as they may be contributing to valuable conversions. Optimizing to clicks may reduce the performance of your campaign and can cause a drastic decrease in conversions, making this one of the least-effective PPC optimization tactics for many businesses.
Effective PPC Optimization Tactics to Consider
You should be continuously tracking your keywords, click-through rate (CTR) and quality score throughout your PPC campaign. This will help to determine the keywords that are assisting and leading to conversions through phone calls or web events. With PPC optimization for keywords, a good rule of thumb is to remove keywords that have a CTR of below 1%. Bidding on your competitor’s keywords will also allow your ad to be seen by more prospective customers, possibly increasing your website traffic. Be sure you have multiple ads and landing pages for different keywords, as this will help determine which keywords are more effective in earning clicks and will make your PPC optimization strategies more effective.
Creating ads that stand out from the rest doesn’t end at unique and motivation text. Ad extensions are a great way to make your ad stand out without putting additional time into creating brand new ad copy. Ad extensions are valuable to PPC optimization because they allow you to display additional information that is crucial to lead and conversion tracking while increasing your click-through rate. Site links, location, call extensions, review links, social media links and promotional extensions are all valuable to driving traffic to your landing pages or website.
PPC Optimization and Campaign Management by Strategic Marketing
Strategic Marketing offers PPC advertising services that produce results for our clients. Our PPC platform, SmartClick, tracks all forms of leads and conversions back to the keywords that generated them. Phone calls, emails, form submissions, online order placements and other web events are continuously monitored so that your campaign is optimized only toward the keywords that generate qualified leads and conversions.
Since PPC optimization should be vigorously monitored, SmartClick saves you time by automatically optimizing your campaign based on the data that our platform collects, ensuring your budget is being allocated to the right places. For more information on our PPC optimization and campaign services, visit our website or call us today to speak with one of our marketing experts!