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How Your SMB Can Develop Effective Branding

Posted by Carlye Creel on March 20, 2018 at 10:16 AM

It's not uncommon for small and medium-sized businesses (SMBs) to feel stuck in an endless race for customer attention.

With social media advertising making it easier than ever for businesses to target customers, competition is no longer limited by neighborhoods or ZIP codes. But that doesn't mean your SMB can't compete. Help customers connect with your business and gradually establish a loyal base through effective branding.

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Topics: Digital Marketing Strategy

What is Retargeting? How Does It Improve Your SEO and SEM Strategy?

Posted by Pete Stafford on March 15, 2018 at 11:40 AM

Your client sells pizza, but it's not just any old pie. They've created a buffet of gourmet toppings, imported cheeses and homemade sauces that allows customers to build the most unique flavor combinations known to carb lovers anywhere. You know there are plenty of hungry customers out there, so you decide to use retargeting to corner the market on all those "pizza near me" local searches.

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Search Engine Optimization (SEO)

3 Mobile Video Trends for Advertisers to Follow This Year

Posted by Joe Weir on March 13, 2018 at 11:18 AM

For much of the past decade, advertisers have hailed video as the go-to content format for high engagement. But huge gains in ROI have recently sent mobile video trends skyrocketing, making a strong, numbers-driven argument in favor of creating more branded video.

According to an AdColony report, video advertising now accounts for one-third of all mobile revenue for advertisers. This video is being delivered in a wide range of formats, including interstitial and pre-roll video ads, with rewarded video ads leading the pack in terms of ROI.

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Topics: Video Advertising

Creating Ads That Stand Out: 5 Ways to Cut Through the Noise

Posted by Jennifer Dragon on March 8, 2018 at 2:26 PM

This is one of the best times to be a marketer, but it's also one of the hardest. On one hand, you have more technologies, tools and channels than ever before to help you target and reach your audience. On the other hand, so does everyone else. 

That is to say, while you have the ability to directly message the customers most likely to purchase your products and services, those people are also being bombarded by literally thousands of messages from other advertisers every day. Creating ads that stand out is challenging — but it's not impossible. 

Here are five things you can do to rise above the noise and reach your target audience:

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Topics: Digital Marketing Strategy

Dayparting: Reaching the Right Audience at the Right Time

Posted by Maddie Thomas on March 6, 2018 at 10:54 AM

Dayparting allows marketers and advertisers to get the most out of their budget by scheduling ads to go live at opportune moments, whether it's the most effective day of the week or the least costly time of day.

If it sounds like an essential part of a successful advertising strategy, that's because it is. However, many businesses don't implement this tool for various reasons — either because they want to cast a wide net, they have trouble identifying their most profitable time slots or they're not even sure where to start.

In this post, we'll walk through everything you need to know about optimizing your ad schedule, including how to handle multiple platforms as well as how to test and analyze ad sets on a programmatic platform.

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Topics: Digital Marketing Strategy

Storytelling in Marketing as a Content Strategy

Posted by Carlye Creel on March 1, 2018 at 1:49 PM

The hottest marketing trend on the strategy block is content marketing. The allure of storytelling in marketing (through text, videos, photos and graphics) hits all the sweet spots: emotions, education and empowerment.

According to Marketing Land, storytelling is engaging, relatable and often draws on empathy. When an audience member identifies with a character, their mindset may change — which can help inspire action, whether it's filling out a form, sharing content, commenting on a post or clicking the "Buy" button.

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Topics: Content Marketing

3 Tips to Scale Your Social Media Marketing Efforts

Posted by Apryl Pilolli on February 27, 2018 at 10:19 AM

The top social media platforms have experienced explosive growth over the past decade, and most show no signs of slowing down. According to projections by Statista, there will be nearly 2.8 billion social media users by 2019 — representing a 211 percent jump from 2010.

But as social platforms grow in popularity and sophistication, so does the challenge for marketers. Not only do you now have to keep up with ever-changing trends and features, you're expected to build a social media marketing strategy that performs successfully across a wide range of channels and consistently engages users — all while retaining your brand's originality and authenticity.

This herculean task often seems impossible, but here's the good news: brands of all sizes are enjoying wild success with a multi-platform social media marketing strategy. Here are three ways you can do the same:

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Topics: Social Media Marketing

3 Native Advertising Rules You Should Never Break

Posted by Emily Proctor on February 23, 2018 at 2:07 PM

Native advertising is a highly effective tactic that gives an ad the same tone and appearance as other content within a publication. You've probably seen native ads in the form of a sponsored article written to emulate editorial content or a display ad nestled among recommended content at the end of a blog post.

But while native ads give small businesses a huge opportunity to promote their products or services (while earning potentially massive brand recognition), failing to follow native advertising rules can land your brand in hot water — both with your customers and the Federal Trade Commission (FTC).

Despite the risk, a whopping 37 percent of publishers are not native-compliant, according to MediaRadar. To meet your marketing goals without incurring hefty fines or losing customer trust, here are three things you should always do:

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Topics: Native Advertising

Why You Should Let Marketing Partners Access Your Google Analytics

Posted by Brooke Huntley on February 21, 2018 at 11:33 AM

You'd never hire a wedding cake baker without a consultation, right? Sure, they can craft a beautiful cake, but they need specific details to make it personal for you. Your wedding colors, theme, flavor preferences and food allergies must be acknowledged — otherwise your cake won't be unique or appropriate.

The same holds true for business promotions. If you want your marketing partners to create spot-on web campaigns, they need to access your Google Analytics to gather data and thoroughly review it. Think of it as the ingredients necessary for the perfect cake.

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Topics: Analytics

How to Identify Negative Keywords for Your SEM Campaign

Posted by Pete Stafford on February 19, 2018 at 11:36 AM

When it comes to your search engine marketing (SEM) strategy, choosing the right keywords can make or break a campaign. From the content you create to the ads you publish, every asset should center around a core list of keywords that align with your target audience's needs.

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Topics: Paid Search Engine Marketing

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