Local SEO Marketing Agency

Local SEO Marketing Agency

The best component to strong search engine ranking may be a quality marketing agency to maximize your local SEO

If you’re looking to increase your local SEO, a marketing agency with relevant SEO experience is crucial. It’s hard enough to find time to handle the day-to-day operations for your business, much less plan ahead for future growth. But SEO is crucial for long term business development success, especially with the ever-increasing reliance on maintaining a strong online presence.

A marketing agency that can gain you traction with local SEO is invaluable. They will help in several ways including:

On-page optimization – this is making sure all the primary headlines for the pages that directly connect to your navigation have keywords in them that directly relate to the goods and/or services you offer. That is, contain the phrases that people would use to search for you. That way, the search engines understand that your site is relevant, and will start to offer it up as an option.

Fresh content – if you’re not continuing to add to your website with new pages, then blogs are the easiest way to demonstrate that your website is staying relevant with new information for visitors. This is also a big part of how your website is judged and ranked. This should include original material, not linked articles, and be about 300 – 400 words with a good keyword density. That is, the primary words and phrases people use to search repeated several times within the article without it sounding stilted. It can be harder than it sounds!

Backlinks – these are articles that are similar to blogs, but are written with the express purpose of submitting them to other trusted websites and platforms with the intention of having them published and then link back to your website. This adds to the trust and credibility score for your website. This can also be gained by submitting your information to all the online directories (80+). A good SEO marketing agency will have tools that enable this to be done to give your local SEO a strong boost.

Functionality – you can be doing everything else right, but if your website takes too long to load, has broken links or expired plug-ins, or doesn’t translate correctly on mobile devices, your page ranking will never be what it could be. A good SEO marketing agency can look at this aspect and recommend changes.

If there’s not someone on your staff who is overseeing all of these aspects and ensuring they’re kept up-to-date, your website won’t work as hard for you as it could, and your page ranking will never be what it could be – meaning potential customers won’t find you because people rarely continue to the second page of search results to find answers. Find a good SEO marketing agency who will focus on your local SEO and you’ll start to see the results you desire and deserve.

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website marketing services

Outsourcing website marketing services may be the smartest move you make in 2021

Your website is the online gateway to your entire business – and has never played a bigger role in branding and sales before. In fact, more than 300 million potential customers are online right now and if you’re not focusing on optimizing your website’s presence, you’re losing ground to your competitors.

That’s why it may be time to engage a company that provides website marketing services. They can ensure that your website is fully optimized and doing the heavy lifting necessary to keep you competitive. This includes, but is not limited to, refreshing or reworking the website as needed in regards to design and functionality, optimizing its on-page performance on mobile devices, ensuring keywords are correctly integrated into major headlines and image descriptions, that fresh content is continually being added and that efforts are being made to acquire legitimate backlinks. All of these together help your website rank higher for search engines as they demonstrate to the “spiders” that the site is valuable and relevant.

Sound like too much to add to your plate? That’s where an agency offering website marketing services can come in. They can ghost write blogs for you, check to see what keywords are working (and not working) for you and your competitors, suggest fresh combinations of words that may be more effective for you, and do periodic checks to make sure you have no dead links or non-working plug-ins. All of this also serves to enhance the customer experience with your website, leading to positive branding. A good website marketing agency should also be able to enhance the flow to your website and increase your local SEO with listings management – ensuring that all your company information is submitted and consistent in all 80+ online directories, and then updated if/as information changes and freshened up to keep it active.

All of this work will pay off in laying a strong foundation for your direct selling efforts and enable you to focus on smooth operations and stellar customer service.

 

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digital marketing agency for small business

What criteria should you use when considering a new digital marketing agency for your small business?

You’re the owner of a small business who would like to have a big business, but you’re not there yet. And you’re considering a new marketing partner to get you there – one that can serve as a real digital marketing agency partner. Where to start in choosing one that will help you achieve your goals? Here are some questions to start you on your journey to finding the perfect digital marketing agency.

 

Are they a small business?

It can sometimes be hard for a large digital marketing agency to remember their roots and what it felt like to be a start up or modest business looking to grow. A small digital agency may more easily understand your circumstances.

 

Do they work with other small businesses?

Is the digital marketing agency you’re considering happy working with small businesses or do you get the sense that they’d prefer larger clients, but won’t turn down the business. One good indication is the seniority of the people they assign to your account. Are they letting your account be “practice” for their junior staffers?

 

Are they responsive and empathetic?

Are they overwhelmed with too much business? This can be true of any size digital agency. Do they get back to you quickly? Are they able to turn around projects or make changes to your digital marketing quickly? Will they be proactive in bringing you new ideas and in analyzing your data analytics on an ongoing basis so adjustments can be made to optimize your results?

 

Do they have helpful knowledge beyond just digital marketing? 

As a small business, you may have issues that a good referral could help you address. Additionally, they should want to understand all aspects of your business, not just the front-facing portion.

 

Are their costs a good value that will allow for a strong return on investment for you?

Are the fees from the digital marketing agency reasonable so that combined with the hard advertising costs there is still room for a profit based on the business that they drive to you?

 

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Spot’s founder, Nicole Weber, shares 6 non-intuitive ways to grow your marketing career.

portland web design company

As a part of my Marketing Strategy Series, I’m talking with my fellow marketing pros at the top of their game to give entrepreneurs and marketers an inside look at proven strategies you might also be able to leverage to grow your business. Today I had the pleasure of talking with Nicole Weber.

Nicole is the founder of Spot Color and also the founder & CEO of Nug Digital Marketing. She has worked professionally as a graphic designer, art director, and creative director since 2001. Her passion is leading the studio in shaping effective and powerful experiences that focus on increasing our clients’ market share.

Thank you so much for doing this with us! Can you share a story about the funniest marketing mistake you made when you were first starting? Can you tell us what lesson you learned from that?

This is not a funny story, but it was the biggest “almost” marketing mistake that I made close to 20 years ago: Our client was going on TV to pitch her new products, we had been working for months on the campaigns and most importantly, a new eCommerce website and special landing page with a discount for the TV launch. I was speaking with our client at 6am and finalizing some details, I mentioned that I was excited about tomorrow’s launch…and she said, “Tomorrow? Oh no…I’m going on TV this morning in two hours!!” ARRGH! Thank goodness the site was done, but we never worked so fast and furious turning it on…talk about stress! Lots of lessons there…double, triple check deadlines! My motto since then is “being early is being on time”.

Are you able to identify a “tipping point” in your career when you started to see success? Are there takeaways or lessons that others can learn from that?

I went through the dot com boom and bust. During the “bust”, my title was Web Graphic Designer, which basically meant that I did all the graphic design for print and for the web. However, when 70 people got let go from the company in one day, including our website developer, I got to keep my job with four others because they thought I could build websites! The exec team requested a brand new website to be delivered in four days. I stayed up for three nights straight learning HTML and I pulled it off! From the next two years, I was the company web developer. I learned a new skill but also learned a lot about myself and my capabilities. When I started my own business a few years later, website design and development was and still is, a key focus.

What do you think makes your company stand out? Can you share a story?

We are a small and nimble agency. About five years ago I didn’t renew our big office lease in downtown Portland. Instead, we bought everyone laptops and the team started working from home. This move allowed us to cut overhead immensely and bring in some really high-end talent. We have been able to keep our costs down as well, which our clients appreciate. And our team has been able to truly enjoy an amazing work-life balance.

Are you working on any exciting new projects now? How do you think that will help people?

Yes! We saw a need for digital marketing and advertising in the cannabis/CBD space four years ago. We created a separate brand to help those clients. Its been quite the ride with rules and regs changing daily, but we have done some amazing campaigns in that space to help our clients. We work growers, cultivators, distributors, dispensaries as well as ancillary businesses that want to get into the industry. We have been doing digital marketing in the space that most agencies haven’t figured out how to do yet. We’ve also been curating an email list of two million cannabis/hemp consumers that our clients can use for their email marketing. Exciting stuff!

What advice would you give to other marketers to thrive and avoid burnout?

Work/Life balance is crucial. It’s often repeated, but since we need to be responsive to clients/co-workers it can be especially hard to unplug. With the “away” messages on your phone and email pointing to colleagues who can handle client or company needs, avoid the temptation to keep looking at your phone or device. Put your ego aside that says you’re the only one who can handle things. And it’s not enough to be physically away — you need to be mentally away as well to recharge. Especially in a creative field — this type of recharging is essential in order for you to stay mentally alert. You may also be surprised by the organic ideas you generate just by being in a new environment.

This is so important…as a business owner you have a bazillion other things to worry about and keep you up at night too! I discovered early on that in order for our business to succeed, I needed to hire creative talent that was on par or better than me…letting the ego go for sure! Having junior folks meant that I constantly had to check their work and often redo it to meet my standards. It was a huge time suck, not efficient, and really stressful.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful to who helped get you to where you are?

Growing up, I was known as the “artist of the class”. I knew I wanted to pursue a career in art, but I didn’t want to be the typical starving artist…trying to hock my wares. My uncle, Estin, was a “commercial artist”…this was in the late 80’s. I had no idea what that meant, or what he did, but I knew he did something creative, and he always drove a nice car, had nice clothes, and a great house! He mentored me, helped me select a college, and gave me a list of agencies to call once I graduated. If it weren’t for him, I have no idea what direction I would have gone. Creating design and campaigns to help others grow their businesses is extremely satisfying and fun.

That is wonderful. Let’s now shift to the main part of our discussion. There are hundreds of memorable marketing campaigns that have become part of the lexicon of our culture. What is your favorite marketing or branding campaign from history?

Allstate’s “You’re in good hands” was created in the 1950s and has really stood the test of time. To their credit, the company has stayed with it and kept it contemporary. Don’t change something because you’re bored with it — it’s probably just starting to sink in with the public. Consistency and repetition are still cornerstones of good marketing.

If you could break down a very successful campaign into a “blueprint”, what would that blueprint look like?

1.Start at the end and work your way backward.

Find out what the end goal is — it may surprise you. A new company may have positioned themselves to be sold, not to have a primary focus on sales. You can’t know the right steps to take until you know where they want to go.

2. Ask about a budget but recommend one as well.

The company or client may be working on an arbitrary figure or percentage without taking into account what stage they’re at. Starting out — you’ll need more. Established — enough to maintain momentum. Understand the budget will change as the company matures.

3. Thoroughly understand the target audience.

One size definitely does not fit all and don’t let your company or client tell you “everyone” because that is never the case. Drill in and find their avatar and ideal customer.

4. Choose the right media for the audience.

You love Instagram but the target audience of 60+ isn’t on it as much. Make sure your own preferences and that of your client are not influencing your media/outlet choices. And don’t forget traditional media. Just because you can’t measure billboard conversions like you can with digital ads, it doesn’t mean they might not be an important component of your strategy.

5. Make sure your messaging is on point.

Just because you can doesn’t mean you should. Come up with a snappy headline with a clever pun? If members of your target audience won’t get it, throw it away. Messaging doesn’t always have to be clever — it just has to invoke an emotion to be memorable. What do you want them to feel and what action do you want them to take? And never assume the public knows who a company is and what they do because unless you’re a major brand like Coca-Cola or Nike or Starbucks, that’s not the case.

6. Be willing to be nimble.

If you can work in some A/B testing online be willing to shift to the more successful messaging. Understand all the implications and analytics down the line of your marketing strategy. Lots of impressions but few conversions. Dive deeper and see if you can find fewer impressions with a bigger percentage of conversions to sales. The most obvious isn’t always the final solution.

Thank you for breaking that down! Companies like Google and Facebook have totally disrupted how companies market over the past 15 years. At the same time, consumers have become more jaded and resistant to anything “salesy”. In your industry, where do you see the future of marketing going?

We are already seeing more organic integration of brands into experiences. I thought the Taco Bell pop up hotel in Palm Springs was a great example of this. They really brought the brand to life with a real-world experience and got a lot of free press and exposure for it as well.

What 6 things do you wish someone told you before you started?

  • Pressure to perform: In school we had 3 weeks to complete a project, in the agency world sometimes we have three hours and it better be good and make the client lots of money too!
  • Servant mentality, always having a client to answer to. If you don’t have thick skin, you won’t last in the agency world. Put the ego away, it’s all about your client’s target audience, marketing to them, and still making the client happy too. We are here to serve.
  • Personal obligation. As an agency owner, the buck stops at you. Most of our clients turn into friends, which is great, but it also increases that personal obligation to do 100% all the time.
  • Take some business classes: It would have been nice if I had taken some business classes in school. I have had to take classes and learn a lot on my own throughout the years….you don’t just wake up and know how to run a business!
  • Ideas waking you up in the middle of the night: This is a funny one…the creative mind never stops!
  • Having employees is like teaching kindergarten without the nap! Over 20 years running an agency, I have seen it all when it comes to employees and contractors…oh my, I could write a book!

Can you share a few examples of marketing tools or marketing technology that you think can dramatically empower small business owners to become more effective marketers?

  • Email marketing/CRM system like Active Campaign, MailChimp, SalesForce, etc.
  • Social media scheduling software like HootSuite, Sprout.
  • Competitive analysis tools like SpyFu.
  • Calendly calendar scheduling. Love this one.
  • Grasshopper phone service — this is a huge time saver and super important now that we are remote.

One more question: What books, podcasts, documentaries or other resources do you use to sharpen your marketing skills?

  • Marketing Groups in LinkedIn
  • News360
  • DigitalMarketer
  • Neil Patel
  • Mike Michalowicz

This list could be a mile long, I am an avid learner and take several classes each month, I hire coaches, belong to marketing groups, masterminds, and read all things marketing, business, and leadership related.

Thank you so much for sharing these fantastic insights!

All credit to Kage Spatz | Authority Magazine. Find original posting here.

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Digital marketing agency

How to Know It’s Time to Use a Digital Marketing Agency

If you’re trying to handle your digital marketing in-house you may be experiencing some pain points. Here’s when to know it’s time to use a digital marketing agency:

  • The person that’s in charge of it is burdened with so many other marketing-related tasks he or she doesn’t really have time to monitor analytics. In digital marketing, you can’t just set it and forget it. Banner ads have a lifespan and at some point, have a diminishing return. Someone needs to be focused on your digital marketing and checking to see which ads are working – not just generating clicks but leading to conversions. A digital marketing agency like Spot Color Marketing will have someone focused on your account.
  • If analytic data is collected, relevant changes are not made in response to it. Simply collecting the data and putting it into a report isn’t enough. You need someone working to keep the ad messaging fresh and relevant when the numbers say it’s time to update it. An agency can also help test various approaches to compare results and help your ads be optimized for sales.
  • Ongoing support of SEO efforts is lagging. Better Search Engine Optimization will lead to lower digital marketing costs. An agency can provide support in this crucial related area and not just lower your PPC individual ad costs, but perhaps help you lower your overall PPC budget as your organic search results improve through directory listings, fresh regular relevant website content, website optimization and more.
  1. New opportunities in digital marketing are not being explored. Is your marketing person keeping up on new opportunities? If you’re a retail location, have they explored geofencing and/or polygoning? New and more targeted ways to reach potential customers are constantly being developed and if you’re not aware of them, you could be missing out.
  • Competitive analyses are not being done on a regular basis. You may see what your competitors are doing in traditional media, but you may not be aware of all their online activities. Regular analysis of your competitors is crucial to understanding what keywords are working for them, if/how their strategies are changing, and how you can best compete and beat them.
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Top Digital Agency

digital marketing Porland

We recently sat down (virtually) with Spot Color Marketing founder and CEO Nicole Weber to get her thoughts about the current situation in regard to digital marketing. Here’s what she had to share.

Q. Spot has really established itself as a top digital marketing agency in the Portland and Palm Springs area and beyond. Can you tell us how long Spot has been operating and what prompted you to start it?

A. I wanted to create a digital marketing agency to help businesses take advantage of what was really a strong, emerging advertising and marketing option 20 years ago. So I started Spot and surrounded myself with other really talented professionals. We were also pioneers in working remotely, as it has been a way to team up with team members who have the most relevant experience without needing to be tied to a physical location. It also means that client fees don’t go to help pay for overhead – they go right into services. And it’s also an advantage for clients because we’re well equipped to work with your team no matter where they’re located. Others are doing it out of necessity now, but we’re very experienced with it and have all the right tools in place.

Q. As far as digital marketing agency services, what do you offer your clients?

A. We can add to a client’s existing efforts or create a comprehensive program for them with components including creating/enhancing/updating their website, search engine optimization, listings management, content creation, social media content and strategies as well as the strategy, design, and placement of ads for Pay Per Click and banner ad campaigns. We also have a lot of experience with some of the newer options like geofencing, retargeting, and precise mobile polygoning, where an online banner ad continues to follow a customer even after they have left a specific geographic area and you can receive detailed information about them.

Q. We have to ask the question – what has changed for clients with the current situation?

A. In the digital world, there’s actually a silver lining with people spending so much more time on their digital devices. Now is a great time to create and refine programs to stay in touch with current customers and find new ones. As details like delivery, hours, and services stay in flux, it’s also crucial for businesses to stay up-to-date with information so they make it as easy as possible for customers to buy from them.

Q. There are a lot of digital marketing agencies now, what makes Spot different?

A. We are very customer-centric and transparent. For example, we don’t hide our PPC management in a client’s total cost and just promise a certain number of impressions. We are also a full-service agency so, in addition to digital marketing, we can assist with branding, logos, traditional media advertising, public relations, graphic design for collateral and packaging, in addition to digital marketing agency services. It’s so much easier to have an integrated, consistent business development strategy when all the pieces are being coordinated and handled by a single entity with a real depth of experience in all of them.

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Why does digital marketing make more sense than ever right now?

digital marketing

If you’re like most of us, you’re staying home a lot more right now, not just during work hours but in the evening as well. And that probably means a lot more time in front of a screen of some sort to entertain yourself.

For example, in usual times, our fellow residents who are 65 and better spend nearly 10 hours a day on their computers, smartphones and televisions.

About 75% of that time is spent in front of the TV. That’s 12 percent more than people ages 35 to 49 and a third more than those ages 18 to 34, according to Nielsen market research released in August 2019. Now all of it has increased for every age group.

And that’s not all that’s changing. While watching TV did account for about twice as much time as radio, consumers are shifting the specific media they spend time with as options broaden.

Not driving in a car much anymore and that’s where you listened to the radio for newstalk? Now you’re accessing it online. Used to watch cable TV? Now you’re watching Hulu or another streaming service, increasingly on your phone. People for whom zoom meant go fast, now use it as a verb when talking about connecting with others. And even some of the 2.5 billion users on Facebook who swore off of it are finding that it provides a valuable connection to friends and family when there are fewer options and returning.

And the old advertising adage holds true more than ever – reach consumers where they are. And they’re online more now than ever, which makes them easy to reach and results easy to track. So that’s where your money should be. Reach them on Facebook and Instagram with compelling photos and offers. Put up great content on your website so you do well in organic search. Run banner ads on news sites and other places where your audience is likely to visit for information or entertainment. Place ads on YouTube when people are visiting similar brands or related topics. Native advertising where articles you create are placed in the correct environment for potential customers to find them. Retarget those who visit your website. It’s even possible to fuse virtual and actual by setting up a program to send a postcard to the home of those who have visited your website.

The other reason it’s important to reach consumers now is that with the right message, you can provide a solution to a problem, which is something that’s even more highly prized than before. We’re also living through a shared experience, so it’s a chance to connect with your customers in a deeply personal way.

And many experts believe that these new habits will stay with us long after everything starts to return to normal, so it’s a great time to understand all the benefits that targeted messages can bring to your business. Especially when you consider that according to HubSpot, on average advertisers make $8 for every $1 they spend on Google ads. Let Spot Color Marketing help you find your best possible online return on investment.

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What’s Your Online Reputation?

Online Reputation

We all worry about our reputations (or we should) and that’s never been more important for businesses than today. That’s because people’s opinions of your business are not limited to their friends and neighbors, but can travel across the internet via their social media, online review sites, and more.

That being said, what can be done about it?

  • Make sure all your directory listings are “claimed”. There are about 80 different internet directories where your business can be found. All of them need to have accurate information including your phone number, address, hours, etc.
  • The most important ones include YELP and Google+. In Yelp, you also need to make sure you have messaging enabled so people can reach you through Yelp. You get scored on how quickly you respond so you need to make sure the email address you put in here goes to someone on your team who can act quickly.
  • Check your scores – consumers are using review sites more than ever. It’s internet word-of-mouth and it’s powerful. A score of less than four practically guarantees you will lose potential customers. A program should be put in place to increase your positive reviews and raise your score.
  • When someone does leave a review, it needs to have a response posted quickly. In just a few words, you can thank someone for the nice comment and reinforce what they are saying. For example, “I really appreciated that Acme didn’t do a hard sell with me – they just presented the information and let me decide.” Your response? “Thank you for taking the time to share your experience and I’m glad you appreciated our “inform and educate approach.”
  • When someone does a search for your business, what do they find? Does an old negative article come up? Something else that’s not good? While these can’t always be eliminated, it is possible to create positive articles and work to have them “trend” up so eventually they will be the first thing that potential customers see, and the negative responses will move farther down the list, and thus be more likely not to be seen.
  • Are you considered an “expert” in your field? Well regarded articles on LinkedIn, on your website blog and more, can be boosted out and help raise your profile with peers and potential customers.

All a bit overwhelming? Spot Color Marketing has reputation management packages at several different levels to help you create a customized program that will help tell the true story of your business to enhance your online reputation and increase your sales.

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Accurate and consistent online directory listings are crucial for website optimization and SEO

website optimization

People don’t talk about it as much as PPC of website optimization, but your online listings in the various directories are a crucial component for your digital footprint. What do people see about your business when they go to Yelp? What if they ask Alexa for a nearby business that offers what you do? Driving and want to see businesses through MapQuest? If you’re not listed or your listing is not accurate, you’re missing out.

Not only do all your listings need to be claimed, but you also need to make sure they are all consistent and that important information like hours are kept up-to-date. Not only does this provide accurate information for current and potential customers, it adds to your local Search Engine Optimization.

A company like Spot Color Marketing that can create comprehensive listings for you with your business information, logo, photos, etc. where applicable, will help ensure you’re not missing any piece of the online puzzle. And with more than 80 different directories in the United States, it’s a huge undertaking to find them all yourself and try to keep them accurate.

Spot can even make your business voice search ready, with automatic distribution of the information to Amazon Alexa, Apple, Bing, Google, and more. This gives you a huge and immediate boost in local ranking, search, and reach!

Then as things change for your business such as hours, or new products/services, all the directories can be updated on a regular basis. A monthly report will show you what’s being done and the search analytics around your directories. Messaging through them will also be enabled so members of the public can reach out to you through the ones that offer that service such as Yelp.

Here’s a partial listing of the directories we work with: Banks.com, LocalPages, Instagram, Facebook, Superpages, D&B Database, ShowMeLocal, GoLocal247, ChamberofCommerce.com, TripAdvisor, Postmates, Top Rated Local, Amazon Alexa, Foursquare, Yelp, Citysearch, Apple, Yahoo!, Waze, Google My Business, Nextdoor, Snapchat, White & Yellow Pages, Uber, TomTom, Bing, eLocal, MapQuest and many more.

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Digital Strategy

Digital Strategy

The first thing to remember before undertaking your digital marketing efforts is to determine the strategy itself. Here is a series of questions to guide you through it.

Goal: What is your goal? Are you looking for immediate sales or cultivating awareness and doing branding? Your business goals must be tied to your marketing goals. If you’re looking for an increase in sales, then your digital goal would relate to the number of leads.

Buyer Persona: Who are you trying to reach? Is there a single consumer type or are there several? If it’s everyone, it’s no one. Who is your ideal customer? What traits do you expect most of them to share in terms of age, profession, interests? Can this be gleaned from actual data and not assumptions? It’s crucial that this be accurate. Can you use your web analytic tools to help figure this out? Spot has a form to help you complete to help define who you’re trying to reach. And the more you can zero in and make the message specific and relevant for them, the better your results will be. Remember – a message targeted to a 30 yr. old businessman is much different than what a retired couple would respond to.

Budget: How much do you have to spend to acquire a customer?

Competitive Landscape: Who are you competing with? What are they spending? What keywords are they using?

Existing Resources: What are your existing digital channels and assets? Is your website optimized? Do you have the ability to continue to add fresh content in the form of blogs, etc.?

Have you claimed all your directory listings including Yelp, Google My Business, Alexa, etc.? Do you have Facebook, Instagram, Twitter accounts (and others), if they are applicable to your business?

The answer to all of these questions will be your guideposts in determining your strategy or for the direction you give to the firm that is helping you.

Depending on your budget, you will then work to determine the ratios between paid, earned, and owned media. And the more you can coordinate between them so the same piece of content can be used to amplify your message, the better.

Owned media are digital assets that your company owns like your website, social media profiles, blog content and photos/infographics, etc.

Earned media is like digital word-of-mouth. Press mentions, reviews, people sharing your content on their social media and the like.

Paid media are tactics like Google AdWords, boosted social media posts or paid social media ads, sponsored posts on other websites (native advertising), etc.

If you do the hard work up front, and understand what has worked for you in the past, you increase your chances of success exponentially. And don’t forget tracking devices in everything so you know what’s working. Put it all on a calendar and create your marketing matrix so you understand what you’ll need when. Then put it into play and keep an eye on the analytics so you can continue to update it, test new ideas, and maximize your results.

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