• Why SEO is important for your business

    On: July 14, 2020
    In: Branding, Marketing, News
    Views: 113

    What is SEO and how can it help your business?  SEO stands for Search Engine Optimization and basically makes your website more visible to consumers searching for your service on the internet which translates to receiving more traffic and more opportunities to turn prospects into customers.

    Here is what you need to know and why it is vital for your business.

    • Keywords are words and/or phases that prospects use to find online content when conducting research. When researching keywords for your website look for ones that have high search rates and include short and long-tail keywords and local keywords.  Use keywords to optimize your titles and URLs
    • Content – this is the component that reaches and engages audiences. Content can come in a variety of ways such as videos, logs, infographics, podcasts, white papers, and social media posts.
    • Off Page SEO- external optimization that occurs away from your website with backlink building. Backlinks from external site help build authority.  They can be linked to guest bloggers, shared infographics, and influencers,
    • Local SEO- make sure you claim local directory listings so prospects can find you easily on their mobile phones. Main sites include Google My Business and Yahoo business, but there are many more that you should create pages for.

    The main goal of SEO is to increase traffic to your website. This happens when you increase your visibility and page rankings.  Most people only look at the first ranking page.  SEO can help your business build better relationships with the internet audience – improve customer experience with great content, responsive rates, increase your authority ranking, drive traffic to your site and give you the upper hand on your competition.  In short, you need SEO to convert prospects into customers!

    Frey Creative Marketing can help your business incorporate a SEO plan for your website. Call us at 520-745-8221.

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  • Marketing During a Crisis

    On: April 9, 2020
    In: News
    Views: 185

    We are in the middle of a pandemic and all our businesses have been affected.  So how does your marketing adapt during this time?  The first thing you want to consider is how you want your business to be perceived not only now but when we go back to being “normal”.  You don’t want people to think your company was unemphatic or taking advantage of consumers during this time.

    The reality is that your advertising plans that were logical last month are probably not today.  If you arranged for automated messaging with emails, make sure these messages are still appropriate and if not, make sure they are pulled altogether.  I was getting emails from airlines telling me to book my dream European vacation today…really?

    Another realty is the economic impact of Covid- 19 to your business.  You may need to have to prioritize your budgets with fulfillment capabilities and your employees’ welfare.  If you have e-commerce sites, you want to let the public know you are open.  Your marketing strategy would be best served with a digital campaign instead of a drive-to-store campaign.

    The messaging is important more than ever right now.  It needs to display a sense that you are in tune with your customer and can instill trust and value to them.  Think less about advertising and more about being a helpful and useful service.  A lot of car dealerships are offering no payments for 6 months and low APR to encourage sales.

    Remember that the advertising you to do today, will help you to build trust and brand loyalty over the next year.  We can get through this!

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  • Social Media Trends in 2020

    On: December 2, 2019
    In: News
    Views: 319

    Social media is always changing.  As 2020 approaches I’ve gathered some trends to be on the outlook for:

    TikTokTikTok is an iOS and Android social media video app that is used for creating and sharing short videos with music, filters, and some other features.  The app was launched in 2017 and gaining in popularity among young adults. 40% of its users are between 16-24. TikTok is predicted to take over Facebook in terms of time spent.    Currently the average user spends approximately 45 minutes on TikTok compared to 35 minutes on Facebook.  We will most likely see more ad budgets being taken away from Facebook and added to TikTok.

    Instagram – The platform has been testing more ad volume in their Stories through putting back to back Stories from various brands.  Users have complained that the ads have been distracting and don’t like them.  We’ll see if they continue.   Overall, Instagram is seeing a decline in their organic reach as new social media outlets are starting to replace them.

    Twitter – Twitter is still the most cost-effective way to reach people.   A well written and timed tweet can result in viral success.

    Facebook – Facebook is working on changing the user experience to put their Facebook Groups at the center of their platform which will offer an opportunity for businesses to nurture their own Group communities.  Facebook will also continue to invest in long-form news shows which will lead to more mid-roll programmatic advertising opportunities for brands.

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  • What is OTT Advertising and How Does It Work?

    On: November 1, 2019
    In: News
    Views: 386

    What Is It?

    The way we consume television has changed drastically.  Instead of waiting for our favorite show to air, we are becoming more in control of what we want to watch and when we want to watch it.  OTT which stands for Over the Top is referring to any device or service that is used to stream digital content to a television.  If you own a Roku, Smart TV, Amazon Fire stick, etc.  then you are already part of this new wave of television viewing.   Pew Research Center showed over 61% of Americans are viewing content through a streaming device and that number is expected to grow annually.

    OTT advertising is a means to deliver television commercials through streaming media on an OTT platform.  It has the advantage of TV advertising showcasing a product through sight, sound and motion with the digital advantage of being highly targeted.

    People who are watching media via OTT devices can’t skip the ads or jump to another browser which means the video completion rates are over 90%.   Think of OTT as an awareness medium since viewers are unable to click on your ad.

    How Does it Work?

    An audience is created on the platform’s subscription data such as Video Ad Serving Template or Video Player Ad Interface Definition.  These platforms match the audience demographics and psychographics to the specific TV’s subscriber lists as well as other devices in the household that show browsing and online shopping data. This data is used to determine where the best place is for the ad to be shown.  The OTT operator then can generate reports for the advertiser to show how many times their full ad has aired and where.

    The advantage to the advertiser is the ability to target their ideal customer with little waste.  Viewers of OTT benefit because the ads they see will better match their personal interests.

    OTT capabilities will continue to develop resulting in an increasing share in the advertising world. It is poised to become one of the most lucrative opportunities for advertisers.

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  • A Little Info About Pantone Colors

    On: August 5, 2019
    In: News
    Views: 464

    One of the biggest challenges for designers and clients is colors. Monitors may be calibrated differently, and color ranges are different on screen compared to on paper. And even on paper, there may be a difference in how a color will appear from one printer to another. In printed media, that is solved by the use of a standardized system of colors called Pantone® colors.

    Pantone® colors or Pantone Matching System (PMS) colors are specially mixed colors that are designed to print consistently no matter which print house you use. There are over a thousand specially mixed colors to choose from and even include metallic and fluorescent colors. A designer or agency will usually have access to a swatch book in order to select the right colors in designing your logo, or your company may already have specific Pantone colors used for their branding.

    You can request a sample of a Pantone swatch that is being used in your project so that you can see in person what the color looks like. The benefit to the Pantone color system is what you see in the swatch book will be what you see in the final printing.

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  • How to have a successful video campaign

    On: July 1, 2019
    In: News
    Views: 491

    If you haven’t already, you should consider adding a video component to your marketing campaign.  The video can have multiple uses ~ website, social media, digital advertising and presentations. Marketers who used video last year saw an 81% increase in sales and a 54% boost in brand awareness!  According to a recent study from e-Marketer, brands are projected to spend over $53 billion on video ads by 2023. But before you incorporate video into your marketing mix, you need to keep the following in mind to ensure your video campaign is set up for success.

    The fifteen second video
    We know that today’s consumers have short attention spans and it continues to get worse.   Facebook users spend approximately 1.7 seconds looking at mobile content and 2.5 seconds looking at content on their desktop.  People are constantly switching back and forth online. This is the reason you need to keep your videos short. Real short!  Facebook studies have shown that videos under 15 seconds have a higher conversion rate.  Focus on one thing at a time and make them fun and informative to watch.  It is better to have several mini videos than one long one.

    Test and test again
    If you are unsure about adding a video to your mix, it may be a good idea to test video against other ad types you are currently doing to determine what resonates best with your audience. There’s only one way to know whether video is working and that’s by testing it out on your digital campaigns.

    Determine what you are measuring
    Before starting your video campaign, you need to have a clear set of goals in mind to easily measure the impact of your efforts.  Your goals may include brand awareness, engagement, or response.  For example, if your goal is to improve brand awareness, you should be viewing number of clicks, impressions, view-through rates and average engagement. It is important that you do your due diligence and think about the results you want before launching your video ad campaigns.


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  • Tactics for a highly successful direct mail campaign

    On: June 7, 2019
    In: News
    Views: 454

    Direct mail is not dead!   Including a traditional direct mail campaign into your marketing strategy can still be highly effective.   In fact, with more people opting to receive their bills via email the amount of mail has decreased making your direct mailer less likely to get lost in the pile.

    How can you make sure your direct mailer stands out in the crowd?   Here are some tactics:

    • Get Personal – when you take an individualized approach, potential customers feel like you really know them and understand their needs. Consider tailoring a specific offer toward a product or service that is most relevant to them.   Take the time to break down your direct mail list into niches and you will supercharge your efforts.   You will need to send out the direct mailer at least three times to reach your target audience.
    • Get Creative – the advantage of a direct mail piece is that it can be kept and referenced. Make sure your mailer includes all the information needed to get prospects to make the decision you want.  Images should be clear and attractive to draw attention.  Include testimonials to show why you are the clear choice over competitors.  Concentrate your message on how your brand will benefit the customer in terms of value, convenience and quality.
    • Have a call to action- make your call to action compelling, clear and concise. To draw attention to the call to action, put the message in a sidebar or postscript that is offset from the main body of your content.
    • Integration – integrate your direct mail strategy with other marketing efforts. Align your direct mail efforts with your emails, digital ads and social media promotions to build synergy.
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  • Don’t use these phrases when writing online content

    On: May 2, 2019
    In: News
    Views: 2832

    When you are writing for online, your goal is simple and easy copy to understand.  Forget about the fluff and gain readers. Here are some “fluffs” to avoid:

    • Believe and/or Think –subjective words that indicate doubt, replace with know
    • Always and/or Never –seldom 100% true, use many or rarely instead
    • Often – be specific on how frequently something happens
    • Stuff – not only is this term unprofessional it is not specific enough
    • It and thing– both are non-descript, replace with the specific word you are referencing
    • Really or a lot –Omit this word and replace with a more accurate descriptor
    • Got – replace with obtained, received or earned, it just sounds better

    In addition to above, drop these words from your copy and your sentence will still have meaning (in order, just, that, then, completely, entirely, so, as a matter of fact, the thing is, absolutely, anyway, when it comes to).  Strive to improve your writing and use action verbs, less adjectives and omit overused phrases that don’t add to the meaning of your content.

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  • Why a business can’t (and shouldn’t) be everything for everybody

    On: April 1, 2019
    In: News
    Views: 506

    If you want to build your business around a brand that will serve everyone, you will always fall short.  It is impossible to offer something that everyone will want and need all the time and even more impossible to please everyone.   Businesses make the mistake of wanting to offer too much in an attempt to gain more business.  What happens?  You run the risk of weakening your business proposition and brand promise by going too broad.

    A better approach is to become the expert in your chosen field and be the best at one or two things.  Pick your target customers that need your skills and are most likely to appreciate them.   The audience may be smaller, but your return on investment will be greater.

    Once you have determined your specific expertise for a specific customer base, always strive to evolve and improve your offering.   This will keep customer engaged and repeat purchases thus growing loyalty to your business.    Your goal is to understand what matters most to your current customers and what problems you solve for them to showcase your brand and value.

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  • How to choose the right social media marketing channel for your business

    On: March 7, 2019
    In: News
    Views: 491

    The growth of the internet has really altered the way businesses can market themselves. Before choosing a marketing channel it is important to ask yourself some key questions to find the right fit.

    Determine which target market you want to reach and how your service or product will benefit them. The key is to use marketing channels to build relationships with these prospective customers.

    It is important to note that different social media channels will produce different results. Here is an overview:

    This is by far the biggest social media channel, and can be thought of as the “social” home for your business. Creating a business page for your company is a must, but remember that it needs to be updated on a regular basis with not only promotional information, but engaging and interesting content as well. Also, be aware that this platform does need a considerable amount of human and financial resources (advertising)

    Twitter is full of people with things to say, and you can listen! Twitter is meant for people you actually want to communicate with. You may think the 140 character count (or the amount of words you can tweet) is limited, but when used correctly, you can reap the rewards. Twitter is also a great way to connect with your customers. If you have an unsatisfied customer you will hear them on Twitter, and this is your chance to excel at customer service.

    If you want to reach women 25-45, and you have a visual product, this may be the social channel for you. If your business is image heavy –a photography studio, retail shop or an ecommerce site – then Pinterest for business makes sense. Once someone pins the image, the web address associated with that pin can serve to draw in new customers.

    Instagram is a photo-sharing program. What makes Instagram different from other photo-sharing programs is that it’s a free app which can be downloaded onto iPhones and some Samsung and Android devices. Instagram is great for products, pictures of staff and developments within your business, and using this social media channel can add the ‘we’re just human’ factor to your business. The majority of users are female between the ages of 18-35.

    LinkedIn is the largest social media network for business people and professionals but most small business owners still don’t have it on their marketing radar. Business owners are now realizing the value of this site and the opportunities to build relationships and sales leads. Approach this social media channel more seriously and assume that the users will want serious, professional and informative information. You can share content, find answers, post and view jobs, make business contacts, and establish yourself as industry experts.

    This social media channel is the most popular video oriented site with over 100 hours of video uploaded to YouTube every minute. YouTube is the second largest search engine after Google, so having content here that is optimized to be found by someone looking for your product, service, or niche can boost your Search Engine Optimization) ranking. Also, videos are 50x more likely to appear on the first page of search results as part of the blended results that Google now shows.

    If your business can visually show how their services, products and employees are different from all the rest out there, this social media channel is a winner. Note the costs and human resources involved in producing good, valuable videos before signing your business up.

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