Emotional Building Blocks to Grow Your Business

blocks-spelling-big-sale-as-symbol-for-discounts-and-promotionsMy fascination with marketing psychology continues.

In my opinion, the psychological responses behind successful marketing are the most important metrics that we should be using to create marketing strategies. Far less importance should be placed upon the endless barrage of convoluted data and analytics that do not capture one’s emotional state while responding favourably to your marketing message.

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Social Media Marketing – Branding or Lead Generation or Fad

Social-Media-Icons-globeIt’s not temporary, it’s not a fad, and it is quickly becoming a replacement for former marketing media formats. It’s both branding and lead generation and more.

Social Media Marketing (SMM) is defined as online marketing activities that utilize social media platforms and involves sharing of content, videos, and images for marketing purposes. There are a large number of social media platforms out there and each of them has specific qualities and benefits. Which ones you use will depend on your business and what you hope to accomplish.

Most marketers will tell you that the primary focus of SMM is to increase traffic to our website and while that certainly is one goal you should have; is that all there is? IT will help your search engine rankings but is their more to it? SMM has the ability for strong visual messaging (imagery, video, and info graphics) that will help you with your brand identity, familiarity and loyalty. It can even help to generate what is thought to be soft leads where the audience will give up some of their information in exchange for an offer of something of value.

Any time you post to your social media platform creates an opportunity for the viewer to convert and more conversion opportunities will lead to more business. If nothing else, it will improve your conversion rates on existing traffic by creating trust and brand identity. One thing you must remember is to remain consistent and cohesive in your messaging – every time you blog or post, you put your brand on display and the only way to build trust and loyalty is with the same message every time.

As with any other marketing that you do, you first must have a plan. What are you trying to accomplish via social media? Who is your target audience (most platforms have the ability to specifically target by any of the above mentioned demographics and more)? How are you going to accomplish your goals and do you have the internal capability and knowledge to make it work?

Time is of the essence here. Your competition is already doing some kind of social media marketing and the sooner you get started, the sooner you will get the ROI. It’s hard to measure the effect of your branding efforts – the conversion may not be today but building your voice and image will yield results. And yes, there are ways to measure ROI for your online activities. We have a pretty good idea about how to get started so give us a call today.

If You Build It They Will Come





Every organization must be prepared to abandon everything it does to survive in the future. Marketing Guru Peter Drucker

Building content strategies is integral to the success of your business.  Without establishing a road map, goals, and tactics, how will we ever be able to articulate who is purchasing our products and/or services?

Consider every big purchase you have ever made.  Consider your habits.  Thinking of how I make purchases, I want to know how your product or service can solve my problem.  I visit free consumer-driven websites with social networking and photos, features and reviews that help me narrow down my choices.  I want a site to give me answers to questions I didn’t even think to ask. I want a good story so I can see that you get it. Great content drives quality leads and those leads can result in sales. Continue reading

A well planned strategy for Video Marketing

Some have been calling 2015 “The Year of Video Marketing.” In a time where we want to process information quicker, videos can help prove that showing may be faster than telling. We’ve discussed how video is a great way to market your business. But what is the next step? If you choose to add video to your marketing strategy there are several things to consider. What would my audience be interested in? What type of content will I be producing? How will my videos be found? How can I increase my following?

The most important decision you need to make is your video content. You may choose to have entertaining, instructional or inspirational videos. Or, have a combination of all three and see what works best for your audience. You want to make sure that your videos are interesting to make them worth anyone’s time. The content of your videos can also help determine the quality of videos you are going to produce. Continue reading

Why invest in SEO?

I recently had a discussion with a client that said some of my competitors who were trying to win the business away from me were suggesting to him that they would stop SEO efforts and focus on Adwords, as in their opinion, Adwords can show immediate results and Google is constantly making changes to their algorithms which means some more time might be required on the SEO strategy.

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Mobile Micro Moments: Searching for Success

Laptop tablet smartphoneAs if the hangover from Mobilegeddon wasn’t enough, just yesterday Google officially announced that for the first time, more searches come from smartphones and tablets than from laptops and desktops.

While they haven’t yet released exact percentages or a complete list of countries, according to Google, smartphones alone account for more than half of searches in 10 countries – including the U.S. and Japan.

Jerry Dischler, VP of Product Management at Google, had this to say about the shift: “The purchase funnel is officially dead. What we’re seeing now are these shorts bursts of activity that we’re calling micro-moments. We see the new challenge for marketers is to be there at those moments anytime, anywhere.”

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Remember Y2K?

mobile_blogIf you are old enough to remember Y2K (if you have to ask you’re not old enough), a significant issue with computers and how they dealt with dates looked like it could cause big problems. What it did was create revenue opportunities for some companies and nothing much really happened. We chose to wait and see.

Google had announced a major algorithm change but did not supply any details other than April 21 was the day and it would affect mobile, somehow. It started to look and feel like another Y2K all over again. No real information, no real understanding but something big was about to happen that would affect us all. And, a lot of companies in our industry were looking to make a quick buck based on this lack of information by fixing all those non mobile friendly sites out there. Continue reading

It’s what’s on the inside that counts


Customers are in a state of content shock. We could get into a debate about the semantics of how crucial it is to measure the impact of your content, but all the audience really wants us to do is excel in our creativity, our ability to educate, and/or our ability to entertain.

The true measure of great content is the same as the true measure of great people: It’s what’s on the inside that counts.

So how do we alleviate this content shock and begin to cultivate a loyal audience? Continue reading

Captivate your audience with a story

If you are running a business, you may be thinking of a way to beat out the competition. One emerging trend is visual storytelling, telling a story of who your business is, rather than focusing on current sales or latest promotions.

Herschel Supply Co.Herschel Supply Co. manufactures backpacks, bags, travel goods and accessories. Through their creative use of photos, they show that there is more to this brand then just what they sell.

Visual story telling allows you to create an emotional connection with your customers and stand out as a trusted business.

Getting personal
When thinking about promoting visual content in your marketing strategy, is there a way to go beyond what you would normally discuss on your “Services” and “About” pages on your website? Don’t be shy of letting your audience know about your business. Is there something your company is passionate about? Let people learn about your team. People like dealing with people that they can relate to. By being transparent and showing who your business is and what your brand is about, you will be captivating your audience and generating interest.

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Mud Run – Marketing

I often use analogies when discussing marketing strategies with clients to make sure we are on the same page and understanding of whatever topic is on the table.

Today I decided that I would compare marketing to a race. I use to think of it as a marathon, meaning you’re in it for the long haul. I know it’s definitely not Continue reading