Wallrest Case Study

The Company:

Wallrest is an Oregon-based retailer that creates performance ponchos ideal for any conditions.

The Situation:

Wallrest came to Spot in August of 2018 ready to work on their marketing plan. They didn’t have a social media presence and were looking for ways to increase brand awareness and reach to their target consumers.

The Solution:

After analyzing the situation thoroughly, Spot found that Wallrest would benefit most from a marketing plan that combined PPC, SEO, and social media strategy.

The Results:

Within 5 months Spot increased Wallrest’s Facebook and Instagram follows by 700%. Our content and posting strategy has helped to create an engaged body of online followers, as well as managing their Facebook advertising campaigns. Wallrest now has over 1,000 page likes and consistently sees high engagement rates on individual posts. Their performance is increasing daily and we are excited to continue working with this client’s campaigns!

If you could use help with your company’s PPC, SEO, or social media campaign management, reach out to Spot today. We’ll create and implement a custom strategy that sets your business up for success!

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Blue Door Vet Case Study

The Company:

Blue Door Vet is the first full-service mobile veterinary hospital to serve the greater Portland community. Led by veterinarian and founder Dr. Meridith Dawson, Blue Door Vet provides exceptional and convenient care to pets in need.

The Situation:

Blue Door Vet came to us over a year ago looking for help in creating a customized marketing plan that would drive traffic to their website.

The Solution:

After evaluating Blue Door Vet’s current situation, we formulated a marketing strategy that focused on improving their search engine optimization (SEO) and implementing a pay-per-click (PPC) campaign.

The Results:

In November of 2017, Blue Door Vet was ranking for 27 organic keywords. Exactly one year later, our SEO services have doubled Blue Door Vet’s number of organic keywords. After monitoring and re-optimizing their campaign, creating tier-one backlinks to their website, and writing engaging SEO content, they now rank for 54 keywords! Our focus on quality over quantity has aided in the success of this campaign. We are seeing continual improvement and upward movement for valuable, relevant keywords such as “mobile veterinary,” “vet home visit,” and “mobile pet vet.” We were also able to get Blue Door Vet ranking in the number one spot on page one for keywords “portland mobile vet” and “mobile vet portland!”

Blue Door Vet’s PPC campaign has really taken off as well! Our PPC strategy focuses on keywords with a strong cost-per-conversion and includes the creation of new dynamic search campaigns which change the title of the ad depending on the user and honing in on the key demographic we’re trying to reach. Last month, we saw a click-through rate of 3.58% overall with 283 clicks into your site, 13 conversion actions, and 47 phone calls for a total of 60 conversions. These metrics are an increase of over 50% from just the month prior alone!


If you need help with your SEO or your PPC advertising, let us know. We’ll work to get these types of results for you too! Call us today at 503.477.4355 to get started!

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SEO Case Study

The Company:

One of our retail clients based out of Washington.

 

The Situation:

This client came to us looking for a way to get their website in front of the right body of potential customers and bring in new business.

 

The Solution:

Based on what the client was looking for, we immediately began focusing our marketing efforts for this client on SEO. After engaging in intensive keyword research to find out what was most valuable to focus on for this client, we began implementing our SEO strategy. As part of their campaign, we created and submitted relevant SEO content that linked back to their site each month. Month by month, we also built up an impressive list of tier-one level backlinks, the highest quality level links to a site that can be provided.

 

The Results:

This client’s SEO campaign has really flourished in the few months Spot has been working on it. When the client came to us in May, their website was only organically ranking for 28 keywords. Now in November of the same year, this client is ranking for 108 keywords! This has resulted in a sum rank change of 1,440% over the last three months and 1,150% over the last month alone! We are consistently seeing this client moving up in rank for valuable keywords and ranking for completely new keywords as well.

 

SEO is just one of the services we specialize in here at Spot. Working with us on an SEO campaign means exceptional customer service, careful monitoring of your campaign, and skilled analysis of your results. If you’re already working on your company’s SEO, we are happy to run a free report for you and let you know how things are going. Give us a call at 503.477.4355 or shoot us an email at spot@spotdigitalmarketing.com today to get started.

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The 5 Best Search Engine Optimization Practices to Increase your Ranking

You created an amazing piece of content for your website, but you’re not getting the views you expected. What do you do? Our digital marketing experts at Spot have a few suggestions for revising your content that will boost your search engine optimization efforts.

Search engine optimization, or SEO, is a continuously evolving landscape and one that is difficult to master. Here at Spot, we understand the importance of quality SEO practices when it comes to getting your content seen by relevant searchers. With that in mind, our digital marketing staff has put together a brief list of the best SEO practices to increase your website’s ranking.

Search Engine Optimization

1. Research Keywords & See What’s Relevant to Searchers

Knowing what keywords lead visitors to your site is vital for quality SEO. When you know what brought users to your site, you can begin tailoring content to those keywords to get those who are clicking through to your website to come back in the future. Understanding what your audience is looking for builds trust and reliability within your brand. It also positions you as an industry leader when you begin to answer questions your consumers didn’t know they had.

2. Create Quality Backlinks

Creating quality backlinks is a very important step in search engine optimization. If you’re unfamiliar with the term, a backlink is an incoming link from one webpage to another. The crucial part of creating backlinks to improve your SEO is ensuring that the ones you use are high-quality. In other words, good backlinks come from authoritative sites and are also relevant to the site on which you are linking. It’s far more important to go for quality rather than quantity when it comes to generating backlinks, as low-quality links can actually be harmful for your SEO. By creating valuable backlinks, you increase your organic ranking on search engines and generate what’s known as ‘referral traffic,’ both of which are beneficial to your site’s performance. To start building backlinks of this quality, try writing compelling blog content for your site that others will want to link to or finding similar, relevant blogs to guest write for.

Search Engine Optimization

3. Publish Captivating Titles & Descriptions

Catching the attention of readers is crucial, and working hard to create an eye-catching title also grabs the attention of search engine algorithms. Take the keywords you found during your research and insert them into your titles and descriptions to help raise your ranking. The algorithms that crawl your content tend to look for verbiage that relates to the keywords a user would type into a search engine. Your content is more likely to pop up in a searcher’s results if you use the same valuable keywords in both your title and meta description, the preview text under a result that tells searchers what the page is about.

4. Use Keywords Strategically

There are many other ways to strategically use keywords, including mentioning them within the first paragraph of your content and assigning keywords to pages. The more you can naturally use your keywords the better. Just be careful not to “stuff” keywords throughout your content; many algorithms will penalize your site for using this tactic. Strategic keyword usage is all about using keywords in a natural way to provide substance to your content. Stuffing your pages full of the same words repeatedly is not only boring but also produces low-quality content that algorithms skip over – something we all want to avoid!

Search Engine Optimization

5. Work on Visual Optimization

Our last suggestion for strong SEO is to ensure your content is also visually appealing. Try adding images, bullet points, or numbered lists to help break up your content. In addition to adding vibrancy to your page, this tactic makes your content readable. Looking at too much text on a digital screen creates eye fatigue. To help combat this, many content creators add visual breaks by separating paragraphs with multiple lines, bolding important information, or inserting multimedia.

Increasing your SEO ranking is no easy feat. We encourage you to reach out to us with your questions at any time. If you’re looking to begin your SEO journey but don’t know where to start, you can receive a complimentary SEO audit from our staff. We’ll help you build a plan from there!

Are you doing anything now to help your website’s SEO ranking? Let us know in the comments below!

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Spot Digital Marketing Named One of the Top Digital Marketing Agencies in Portland, Oregon

Spot Digital Marketing has the honor of being named one of the top Marketing Agencies in Portland, Oregon! This award comes from Expertise, after a thorough evaluation of 148 marketing agencies that are currently serving the Portland area. Spot Digital topped their list of 19 digital marketing agencies in Portland, Oregon for 2018. The goal of Expertise is to connect people with the best local experts by checking over 25 variables across various categories, and the Spot Digital Team is ecstatic to have ranked so highly for our second consecutive year!

A Brief History:

Spot Digital Marketing’s journey started over 17 years ago. We are led by our founder and owner Nicole Weber, who has worked professionally as a graphic designer and art director for over 20 years. She took her vision of an honest and transparent agency and grew it into a full-service marketing firm that serves businesses in Oregon and across the nation. Collectively, we are marketing experts, project managers, graphic designers, web developers, copywriters and digital specialists; we love what we do and seeing our clients’ tangible business growth come to fruition is our biggest reward.

What We Offer:

  • SEO: We use content and backlinking strategies to increase keyword relevance and organic ranking for your website to ensure potential customers find you online.
  • PPC: We are a certified Google Partner using a continual optimization strategy including A/B testing for Pay-Per-Click campaigns to produce a successful ROI.
  • Geofencing: Spot Digital Marketing creates and manages geo-based digital campaigns to reach hyper-local audiences and demographics in a geocentric area around a business.
  • Content creation: Our marketing specialists take a strategic approach to writing content to craft stories that articulate and highlight a clients brand.
  • Text message marketing: The marketing team at Spot Digital are experts with text message marketing campaigns. With a 95% delivery rate and a 98% open rate, these campaigns get your brand in front of relevant and active consumers.
  • Website development: Building functional and responsive websites that attract and convert new leads is a passion of our web development team. Our specialists are dedicated to your project and focus on content and imagery that will best resonate with your target audience.
  • Brand creation: New or existing, we want to improve all the strengths of your brand. Our experienced design team works closely with clients to ensure the identity is consistent and engaging with consumers.

Experience Award Winning Quality Service First-hand:

If you are ready to see what the experts at Spot Digital Marketing can do for you, fill out our contact form. Not sure where to begin? We offer a complimentary SEO audit to those who visit our website. Once we gain an understanding of a company’s digital footprint, we can help you construct a clear and concise marketing plan. All other inquiries can be sent to us via email.

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The 3 Best Practices for A/B Testing

What is your business doing to maximize your A/B testing efforts? In a previous post, we explained the importance of A/B testing. As a quick refresher, A/B testing is the practice of running two versions of a promotion to test a singular variable, such as what the call to action will look like, e.g. the color of a button or the wording of a phrase such as ‘Join Now’ vs. ‘Register Here’. You should perform an A/B test if you notice a promotion your company is running is not yielding the results you were hoping to receive. Now the Spot Digital Marketing research team is back to give you the 3 best practices of A/B testing!

 

1. Test the appropriate key performance indicator and promotional element

A/B TestingBefore you run an A/B test, you should determine what key performance indicator (KPI) you want to measure. Popular key performance indicators include conversion rate, cart abandonment rate for retailers, email capture rate, and average order value. There are six elements of promotion to consider testing for and it is important to choose the correct one to improve your campaign. Call to action, taglines, offer copy, the value of the offer, image, and the number of steps are all measurable KPIs that play important roles when customers view your promotional content. If one of the elements is off, it may be the cause of your promotion’s low performance.

 

2. Write down your hypothesis

A/B TestingIf you are not jotting your hypothesis down for yourself, at least document it for those who come after you or anyone who asks to see a report. The hypothesis does not need to be elaborate, it just needs to state specific action and outcomes of what you think changing the KPI and the promotional element will do for your bottom line. For example, “We predict changing the tagline in the subject line of our emails to something witty will resonate with our younger audience and increase the open rate.”

 

3. Watch your timing

A/B TestingBe sure to send out your promotional emails at peak times for your audience. Sending out an email when your audience is online may sound like a no-brainer, but it never hurts to be reminded. Studies have shown that promotional emails perform well on Fridays, however, you should look at your own email data to find the time your open rate, click-through-rate, conversion rate are highest.

 

Running an A/B test can be very time consuming if you are a small business juggling many tasks. Luckily, you can hire a digital marketing agency such as Spot Digital Marketing to manage this process for you. We have 17 years of experience in supervising paid-per-click campaigns, monitoring SEO rankings, developing successful text message advertisements, and much more.

Receive your business’ complimentary SEO audit by visiting our website or contacting us directly with any questions you have about A/B testing.

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Olala

The Company:

Olala is a Washington-based beverage company.

The Situation:

Olala came to Spot Digital Marketing with a desire to increase brand awareness and product sales. The company needed an increase in their click-through rate and response rate on call-to-action advertisements. Olala also required a solution that made managing campaigns and tracking results both easy and intuitive.

The Solution:

Spot introduced Olala to a geofencing strategy to be implemented over the agency’s private advertising network (PAN). This network is capable of targeting key demographics based on location, age, and gender identity. The data provided by the PAN reveals the number of people who saw an ad in the system, clicked on the ad, and visited the company after engaging with the advertisement.

Spot applied this strategy and geofenced ten of the stores that sell Olala’s product, running ten targeted campaigns over the course of 60 days. The campaigns’ advertisements appeared on platforms such as entertainment apps, social media/networking apps, and lifestyle apps.

The Results:

Through Spot’s geofencing strategy, Olala saw rapid and noticeable improvements. In the ten stores selling Olala products that were fenced, Olala saw an overall 20% increase in product sales! On the advertisements themselves, Olala received an above average click-through rate on nine of the ten performed campaigns. While the average click-through rate of similar campaigns is .25%, Olala’s advertisements earned as much as .16% higher than average click-through-rate. The campaigns resulted in 254,343 impressions on 242,484 unique users with a total of 779 ad clicks, which greatly improved Olala’s sales.

Due to the strong success of Olala’s geofencing campaign, the company is continuing on with Spot’s services. The agency is fencing another ten stores that carry Olala’s brands and expect to see similarly positive gains for the company at the next time of reporting.

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3 Effective Ways to Market Your Products to the Next Generation

3 Marketing Tips

 

What are the most effective ways to market your products to the next generation? The unnamed Generation Z (Gen Z) is entering the market as shoppers and their age cohort alone makes up a quarter of the population in the United States. Members of Gen Z, or Post-Millennials, as Pew Research Center, a reputable nonpartisan demographic research analytics firm, has chosen to call them, are individuals born in the year 1997 or later. According to a study by Fast Company, Gen Z will account for 40% of all consumers by 2020. For now, many of them are coming of age, with the oldest of this generation turning 21 years-old in 2018. Researching the buying motives of the previous generation, Millennials, when they came of age, paved the way for researchers to understand how Post-Millennials view marketing. With that information in mind, here are 3 effective ways to market your products to the next generation.

 

What are Defining Traits of the Next Generation?

digital Marketing Portland

Post-Millennials want to be a part of the development of their products. When they were young, around elementary school age, companies began experimenting with customizable features. Take Nike for instance: the shoe brand allowed consumers to design themselves a unique pair of shoes right on their website. Build-A-Bear Workshops took a similar approach, giving children the experience of creating their own stuffed animal from the stuffing itself to the toy’s clothing and accessories.

Gen Z-ers are also known for their desire to make the world a better place; simply put, they are driven by doing good. Post-Millennials care about environmental issues. In fact, 76% are concerned about humanity’s impact

on the planet. Social causes surrounding racial, gender, and income inequality are also at the front of many Gen Z-er’s minds. Data also shows that 60% of Gen Z consumers “want their jobs to impact the world”, and “26 % of 16-to-19-year-olds currently volunteer.”

Another interesting trait of this generation: Gen Z-ers trust influencers more than traditional celebrities.  A Fullscreen report found that “over half of teens would prefer to see a brand advertise with social influencers rather than television commercials, pre-roll video ads, sponsored articles/posts or banner ads.”

 

What’s more, Fast Company describes Gen Z-ers as “risk-averse, practical, and pragmatic,” They went on to note, “Whereas millennials were criticized for their lack of focus, Gen Z are determined to plan. Gen Z has been strongly shaped by their individualistic, self-reliant Gen X parents and they are committed to avoiding the mistakes their meandering millennial predecessors make.”

 

With these main qualities in mind, how can companies sell to Post-Millennials?

How to Effectively Market Your Products to the Next Generation

  1.   Be authentic and inclusive

digital Marketing Portland

Distrusting of traditional advertising, Post-Millennials see through the overly touched-up commercials that we are constantly exposed to. It is important to remember that to reach Gen Z you need to meet them on their level, feature real people and stories in your campaigns, and build a brand that seems down to earth, and relatable. Aerie by American Eagle took this approach as they decided not to manipulate their photos with programs like Photoshop and feature real people instead of models. This was seen most recently in their #AerieREAL campaign, which showcased a diversified set of female models highlighting women with disabilities.

  1.   Team up with influencers

digital Marketing PortlandThe next time your brand is looking for a new spokesperson, instead of collaborating with a celebrity to endorse your products, you will find more success pairing up with influencers. To find influencer candidates, you can search the web using Google, Cortana, or Alexa for bloggers in your brand’s niche. You can also scroll through social media feeds to see who people are talking about or even better, who is talking about your brand or relevant keywords. In a similar way, look to your customers!  You might just find a few who love your products enough to promote them with passion. Once you find your future promoters, be sure to get in touch and write up an agreement on how you would like to work together.

 

  1.   Enable product customization

digital Marketing PortlandAs mentioned previously, Post-Millennial shoppers crave to be a part of the product development processes. When you are trying to decide what merchandise to sell, try to seek their input or let them build the products themselves. If possible, construct situations that enable customers to build and customize their merchandise. In the scenario that your company does not sell individualized products, try allowing customers to make unique packages instead, like filling a reusable container with 3-5 makeup products of their choice for a set price.

When it comes to marketing to Post-Millennials, you can’t go wrong with being authentic, partnering with an influencer, or offering customization. To maximize your efforts, partner with a digital marketing agency such as Spot Digital Marketing. For 17 years, we have

 

 

helped companies grow their businesses revenue and brand awareness through consistent text message advertising, beautiful website development, strategic search engine optimization (SEO), unified branding, geofenced advertisements, and continual content creation.

Begin your growth journey with a complimentary marketing consultation. Have a few questions? Give us a call: 503-477-4355 or email: spot@spotcolormarketing.com.

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Text Message Marketing for Customer Loyalty Programs

Text Message Marketing

 

Text Message Marketing is a great way to connect directly to your customer base. By making it easy to offer exclusive deals, announce new products, or promote a flash sale, Text Message Marketing is perfect for customer loyalty programs.

 

What is Text Message Marketing?

This form of marketing uses standard text messages to broadcast your campaign. Our cell phones are a huge part of our lives today, so targeting customers on these devices is a smart move. In fact, 98% of people will read a text they receive within the first 5 minutes. This guarantees your customers will see your advertising!

 

Text Message Marketing targets customers who have opted into receiving news from your business via text. The list of customers then becomes your subscriber base for such a campaign. These people are those customers most interested and engaged with your product and business. Targeting this loyal group via text ensures that the marketing your customers see is relevant.

 

Once the campaign is broadcasted, we at the agency will analyze the results coming in. From here, we can optimize your campaign to ensure that your investment is being used in the most efficient way possible.

 

Why is Text Message Marketing Great for Loyalty Programs?

This form of marketing is perfect for customer loyalty programs. First off, it’s simple to register your customers; all they have to do is provide their phone number and opt-in to getting texts from your business. Secondly, Text Message Marketing is an inexpensive way to quickly spread the word about new promotions and products to those in your loyalty program.

 

Is Text Message Marketing a Feasible Option for my Business?

Text Message Marketing is an efficient and cost-effective strategy. For instance, options for running a Text Campaign here at Spot begin at just $140. Check out our pricing plans to see what’s included with each level.

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Curious about Geofencing?

Geofencing

 

Geofencing is a relatively new marketing strategy that’s really taking off. Some of these newer technical marketing terms can seem complex at first glance. However, geofencing is a service we specialize in here at Spot. We’re here to walk you through it.

 

So…how does it all work?

 

Running on our private advertising network, or PAN, geofencing campaigns allow a business to target mobile device users based on opt-in location data. In other words, geofencing makes it possible for a person walking down the street using a mobile phone app with advertising to see an ad for your business just a mile away from where they are at the time.

 

Tell me more about the benefits.

 

Geofencing is a positive for you and your potential customers. You use your money allocated for advertising efficiently. Meanwhile, your potential customers see only relevant and interesting ads.

 

Plus, when you advertise within a targeted area, the people seeing your ads are already right around your business. This makes it easy for new customers to see your intriguing ad and walk right into your store. As the ones running the campaign, we’re able to provide data on the people click on your ad.

 

We can then use this data to further optimize your campaign. This resulting information lets us be sure we’re constantly placing your ads in the ideal target area and on the best mobile apps to reach your customer base.

 

What’s next?

 

Now that you’re informed about geofencing, you might be interested in learning more about how this strategy would work for your company in particular. Give us a call at (503) 477-4355 to speak with an expert from our agency. If you’re ready to try it out for yourself, visit our geofence campaign plans here, starting from just $250.

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