Digital Marketing Today

You Could Use Some New Clients, Right? Use Digital Marketing!

So, you’ve been hearing the term “digital marketing” everywhere these days. Even your 16 year old niece knows about digital marketing and what a “campaign” are. You’re bombarded with ads wherever you browse on the internet. Somehow FaceBook knew what rug you were thinking of buying over the weekend, ads for that exact same rug are everywhere now! And how come I don’t have Google reviews? How do I tell if people are actually viewing my website? Is it doing anything? 

Taking Our Clients On Our Journey

There are people out there looking for your business, however they just don’t know about it yet! You have to believe that; to have faith that is true… It is all a matter of connection. You can connect in many ways. However through social media posts, videos, blogs, your website, email and ads. The important thing to keep in mind is to have a plan. If you try a certain technique and it doesn’t work, don’t give up! Just tweak it and try again. Have faith!

Everything is on the internet these days. But how much of an impact does Digital Marketing have on our day to day lives? Let’s look at a few statistics:

  • In 2019, an estimated 2.95 billion people were using social media worldwide 
  • Search Engines drive around 93% of all website traffic.
  • 88% of people use their phones to make an online search before they make the decision to purchase from a store.
  • 50% of consumers are inclined towards a particular brand if the name appears more than once during their search.

Almost half the world’s population is on some sort of digital social media! Using Digital Marketing puts your name out there, in front of way more people than any mailing or  gives every person the chance to get their name, product or business in front of half the population! 

So what exactly is Digital Marketing? In simple words, digital marketing is marketing that is done online. It is that simple. We have quite a tool chest of methods to connect and there are a myriad of different digital marketing strategies that are specific to the kind of  business you have. Why is it important? 

  1. Your customers are online
  2. Your competition is online
  3. Be accessible to your customers
  4. Your customers will come to you
  5. You’ll get to know your target customers
  6. Your reach will be cost-effective and measurable 
  7. Growth!

Here is a chart of some of our offerings. You will find our services listed here https://www.digitalartscreative.com/marketing.htm

Digital marketing gets you in front of your customers where all of your customers go, online! Here is a good article on online marketing https://instoremag.com/to-succeed-at-online-marketing-you-need-these-3-things/

So, if you’re interested in Digital Marketing for your business, Digital Arts Creative can help you! We will do all the heavy lifting for you and walk you through the process to help optimize your potential customers.

Why Facebook Should Be Your Company’s BFF

Social media has taken over. It’s the aliens at the end of a less-tech-savvy era. You see Facebook and Twitter logos at the bottom of most commercials, advertisements, and billboards. If your company isn’t on Facebook yet, it’s time to sign up! These are the reasons why your company will benefit from having a Facebook:

 Facebook will get you all of the followers that you need

Followers

Social media is all about the amount of followers you can have. Essentially, the most amount of followers you can get, the better. On Facebook, if a client likes your page, that client’s personal Facebook friends will see the “like” and will most likely “like” your page as well, or at least visit it. It’s a beautiful cycle equation: more likes equals more clients. Keep in mind that followers and engaged followers are very different. It’s one thing to have a few followers that occasionally like a post or two, and it’s another thing to have engaged followers that interact with your social media page daily. Your goal is to attract those interacting followers and keep them interested.

Advertising on social media will just help your success rate

Ads

A Facebook business page has a pretty cool feature where you can promote your page and boost your content. You have the ability to decide how much you want to spend on boosting your content and for how many days. Doing this will allow others that are not yet clients or followers, to see your content and page.

Free advertising on Facebook will help your followers and success rate rise

Free Advertising

Just having a Facebook page for your business is free advertising. Signing up on Facebook is free, uploading pictures, posting content, and anything else you want to do on there is free. Besides boosting your posts or promoting your page through their advertising system, everything else is at no cost and very effective. Did your company have an event? Post those pictures for your followers and clients to see! Or if you’re planning an event that anyone can attend, put a little post together explaining what it is, where it is and post it a few times during the week to grab the attention of your followers. Free advertising never goes out of style.

Communication is key

Communication & Public Relations

Communication is key when you have your own business. Some clients may try to contact you through Facebook as opposed to your actual company’s phone number or website. Luckily, you can private message that person or publically answer any questions. Publically answering questions and responding to reviews is good for your public relations. Other clients will be able to see how you interact with your clients and customers.

Facebook services will answer many questions for your clients

Services

On your business Facebook page, you’re able to add services. For example, if your business posts blogs, you can add a blog section and talk about them or post them. If you offer certain services, you can categorize them in any way that you wish and write a bit about each service for your followers and potential new clients to see. Having this may answer questions without someone having to contact you.

 

As stated before, Facebook will be your company’s best friend forever. You’ll gain followers, clients, boost advertisements and promote your business, be able to talk to all of your followers on a public or private level, and hopefully answer many questions with the information on your page! If your company does not have its own Facebook, sign up. You won’t regret it.

5 Reasons Why Lists Work

 

Have you ever clicked on an interesting headline and it brought you to a super long, wordy article? Those can be a bit too much on the brain, especially when you just want to find out what the article is all. Fortunately, lists are becoming more and more popular these days. So why do they work?

Lists are the most convenient articles.

They’re Convenient

Lists are short, sweet, and concise. The headline and short paragraphs give you exactly what you need when reading an article. Most people prefer to read lists over long articles, and because of that, the lists will get more shares and likes on social media. If your company has a blog, lists are going to be your best bet and the most convenient.

Lists allow you to make your post as creative as you want it to be with pictures and other types of media

They Get Creative

Lists allow you to show your creative side. You can add pictures, memes, videos, and more to these articles. The media separates each subcategory or thoughts within your blog. It’s a nice break between words to see either an artistic piece of media or fun-loving piece. It also gives the list a personality.

Lists make it easier for the reader to skim through the content and not miss anything

Skim Content

Not everyone wants to read a full article word for word. Long wordy articles make it tough to skim, seeing as you’ll probably miss something. Lists make it so much easier to skim. You see the highlighted subjects for each paragraph, and if there’s a topic you would rather skip, you can do that. For example, you’re reading this list now. If you don’t care about why lists are creative, just skip over or skim through the “They Get Creative” paragraph, and you can continue onto things you’d rather read word for word.

Lists are organized so it is easy to read and nice to look at

Organization

There’s nothing worse than an article that jumps all over the place. Thankfully, lists supply organization. Each topic is separated by a sub-headline and or picture. It separates thoughts in ways that keep readers engaged and interested. It’s also just nice to see the organization on screen. When you click on a list, you’ll see a headline, paragraphs, pictures, and any other kind of media. It looks like a clean layout itching to be read.

The number in the list headline provides a promise to your readers

They Promise Readers

Once a reader sees the number in a headline, it is both enticing and gives the reader a sense of comfort knowing there will only be “5” of whatever the article is about. If the article says 5 Reasons Why, you know you’re only going to get 5 reasons worth of reading. Specifying that number in the headline makes it more appealing and, in turn, gets more clicks.

Logo Design: Do’s and Dont’s

Logo Design Title

When spring rolls around every year, we can’t help but want a fresh start. For some, that means spring cleaning. For others, that means a new haircut. In the marketing world, we see an increase in website and logo refreshes. But just like a new haircut, you need to do a little research before taking that leap.

Unfortunately for you, there aren’t any quizzes you can take to figure out your logo like you can find out the best haircut for your face shape. However, our team has been doing this long enough to have collected some tips along the way that can help you navigate through the logo creation process.

Think of your favorite brands. Now think about their logos. How easy were they to visualize? You encounter so many brands each day and with each brand comes a logo. What makes certain brands stand out? Why are some logos more memorable than others?

Now, think about the logo for your own brand. Whether it’s already in the market or your brainstorming for a launch, the logo is an important piece of marketing collateral. There are plenty of brands who haven’t created the best imagery to support their business and we don’t want that from you. We talked to our designers to find out the logo do’s and don’ts for you to consider!

The Do’s

Designing Logo on Laptop

Research Your Audience

Before doing any branding for your business, you need to know who you’re selling to and what will resonate best with that audience. Your logo is something that will stick with them as they move through the funnel from prospect to client. You don’t want to turn away a potential customer because of your iconography so before you put in any time or money, make sure you find out what type of imagery they like.

Keep It Simple

One of the worst things that can happen during the design process is that by adding elements, you lose the overall messaging. You want a clean, fresh design that’s easy to recognize and even easier to read. Remember when I asked you to think of your favorite brands? What made their logos stick out in your mind? Boil it down to the elements you liked and use that to form your own branding.

Create your Logo as Vector Artwork

You can get your logo printed on anything nowadays. From a pen to a billboard, you’re going to need to have the ability to shrink or stretch the art to fit your needs. But the last thing you want to do is lose resolution. You want to be remembered but you don’t want to be recognized as the company with the pixelated logo.

Establish Guidelines for Logo Use

The reason you remember your favorite brands is because they’ve been able to put their logos and iconography in front of you across various mediums. You recognize them because they adhere to specific guidelines. No matter the size of your business, consistency is key when it comes to spreading your messaging and that starts with your logo.

Shoot for a Timeless Design

I know I started off this post by acknowledging that springtime is the time for website and branding refreshes, so I want to explain before you call me out for contradicting myself. Refreshes and redesigns are two different things. Some branding needs to be modernized in order to sustain itself in the modern world. Think of the Starbucks Mermaid. We’re shooting for recognition when we create branding for a company and by using timeless colors, fonts, and elements, you do just that for a longer period of time.

The Don’ts

Do Not Enter Sign

Use Clip Art

Spend the time and money to create a custom design. While clip art may seem like a quick fix if you don’t have the skills or resources, it can’t be trademarked. You want to be able to trademark your logo to protect the brand and your business so stay away from using any prepackaged imagery.

Rely on Effects or Trends

I already stated in the DO section, your logo should be timeless so you should avoid any effects or trends that could date the design. Word Art effects might’ve been great for your yard sale signage back in the day, but you don’t want to drum up that nostalgia when potential clients encounter your branding. Staying away from trends will save you money in the long run because you don’t have to spend time or funds to update or modernize your branding.

Use Too Many Fonts

It’s easy to get carried away when it comes to choosing a font because there are so many. But it’s important to remember that less is more when it comes to fonts. Make sure the fonts you do choose coordinate with each other to spread your messaging appropriately.

Imitate Other Brands

While imitation might be the finest form of flattery, it has not place in branding. You don’t want to imitate other brands because it’ll confuse your potential audience. The last thing you want your customers to think about when they’re considering your company is another company. A successfully designed logo is meant to recall the company when someone sees it so don’t hurt your brand by being too similar to another.

Use Unnecessary Words or Elements 

No one likes to be in a crowded room. When you add too many words and style elements you logo becomes that crowded room. They become harder to read or decipher and that’s obviously the opposite of what you want to achieve with your branding. Give each word and element the attention they deserve by designing a layout that allows each to stand out.

Now you’re ready to start brainstorming for your company’s branding. Once you have a logo in place, it’s also smart to work out the other brand guidelines your company should follow. This will help promote that recognition I’ve been trying to drive home.

As always, if you have questions, feel free to drop us a comment! We’re happy to help bring your brand to life. And every brand starts with a killer logo!

Logo Design Blog Pinterest Image

How To Create Your Own Brand Guidelines

Create Your Own Brand Guidelines Title

Creating your own brand can be intimidating if you don’t have the right tips. There are many ways to create your own brand and to present it to the world, but these tips will help you get started.

Cartoon People

Determine your target audience

What type of audience are you trying to reach? This is the first step when building your own brand. You have to grasp what kind of consumers you are advertising and talking to. If you are a realtor, your audience is most likely going to be homebuyers and home sellers. Once you have a full understanding of who your target audience is, you can better know how to create your brand.

Executive Brand Plan

Define a branding mission statement

Before you can build a company that the community and your target audience trusts, you have to show the value that your business provides. Come up with a strong mission statement that will win over many, and create a sense of trust at the same time. It should be short and sweet, yet to the point and informative. This will give your audience confidence in your brand. With this trust, you can set better goals.

People on Devices

Research your competition

There’s a good chance that there are companies out there similar to the one you’re trying to build. Those brands are your competition but can also act as your inspiration. How did they start? What are they doing now? Who do they appeal to? Find out how they operate and instead of mimicking them, go a step further and pull ahead. It’s all about researching your fellow competitors and trying to be a step ahead of them.

 Organized Desk

Create a logo

Logos are one of the most important parts of building a brand. Almost every company has some type of logo, and many remember them. We all know the “golden arches” for McDonald’s, the green mermaid for Starbucks, and the swoosh by Nike. Logos give your brand a personality and set you apart from others. Team up with a graphic designer and build a memorable logo that best represents your brand.

Clip Art Mouth

Find your voice

Your company should have its own voice. It should represent your company’s mission, audience, and industry yet showcases a friendly and helpful personality. If your brand has its own unique voice, it’ll stand out amongst others and attract attention to itself. Having your own voice will encourage audiences to acknowledge and reach out to you.

Business People

Create an online presence

Your brand should not only exist by itself. It should be on your social media, brochures, business cards, and more. The more you get your brand’s name out there, the more likely it is to succeed. Social media goes a long way these days. Create accounts on all the networks that make sense for your company. Post as much useful content as you can whether your posts are ads, advice, or even just a picture. This will keep your audience engaged and in the loop of what your company is doing.

Iconography

Create unique iconography

Iconography makes every website more fun, especially when the icons are unique. Why use the generic icons when you can create your own eye-catching ones? Iconography will make your brand stand out more and create a fun experience for your audience when browsing your website and social media pages. It’s just a little touch of personality that will separate you from your competition.

Hopefully, these tips will help you create a guideline when creating your own brand. It’s good to have a step-by-step guide to help you create the brand you’ve been building towards.

 

Create Your Own Brand Guidelines Pinterest

10 Post-Show Tips for Stress-Free Follow-Ups

The trade show is over, and you have a bunch of new information and leads. Now what? Just like having a plan for before the show and during, you need one for after the show. These post-show tips will guide you through what you should do post trade show.

Organize your data

After a trade show, your team will have a lot of notes from speakers, demonstrations, conversations with other booths and companies, and personal notes. Having so many notes can cause a mess. Make sure you organize your written thoughts well before going through everything. Categorize everything and type them up if that helps. This way, you’ll be able to share your notes with other employees and you can collaboratively learn from the post-show information. This will make your follow-up emails and blog posts much easier to do.

Have a follow-up strategy

Before the trade show, you should have a pre-show strategy, a strategy for the floor during the show, and a post-show strategy. This will make your life much easier so you can just fill in the blanks when it’s time to dive into it. If there will be a bunch of different blogs, assign them accordingly to your writers so they know what they’ll be writing and will prepare for it. A simply laid out follow-up strategy will help you prioritize and organize in the correct ways.

Prompt response to show leads

It is crucial that you get an email out to your new leads from the trade show right away. A prompt, professional, tailored response is a great way to make your company stand out from the competition who may take days to respond. Putting together an email and blasting it to your new leads will show that you care about them joining your family of clients. Make sure you edit pictures, videos, and anything you were going to add into the email as soon as you get back to the office and send it out right away so that you stay top of mind.

Prioritize your leads

So you just got back from a trade show and you have a bunch of leads you want to connect with further. It’s great to send them all that initial follow-up email, but some leads are going to be a bit more important to you than others. Prioritize your leads so that you personally talk to the most important ones first. These leads may be ready to jump in faster than other leads that may just be interested in learning more about your business and services. They are important too, but make sure you reach out to those that are ready to use your business sooner rather than later, first.

Make your call-to-action specific

If you make your call-to-action more specific at the bottom of your email, it’ll be more personal than the typical, “to learn more” or “for more information.” Stay away from the generic buttons and write something that has to do with your company. Lay out exactly what they’ll get when they take that next step. Being clear and concise with your call-to-action will help build trust and increase the chances of starting a lasting relationship.

Follow-up emails

Like responding to your leads quickly, your clients that attended the show and those that didn’t would like to receive a follow-up. Put together an email that explains how the show went, how well your booth did, what kind of prizes or raffles your booth had, and more. This will give the clients that stayed home some information on how you did, as well as remind those that attended who you are. This is a good place to either announce a winner to your raffle or tell them that you didn’t forget and to stay tuned.

Nurture your new connections through social media

Along with email follow-ups, be sure to reach out to your new connections through social media channels. Following other businesses that you’ve met or potential clients on social media will keep them informed about your company and show them that you didn’t forget about them. Most social media channels are fine, but LinkedIn should be your first priority in most cases. Connecting on LinkedIn opens up the possibility for other connections of your contact to see you as a potential source. You follow one and you just might get more in return.

Blog and tweet

After the event, be sure to post articles or blogs to recap the events, speakers, and demonstrations that took place at the show. You’ll want to include what your favorite parts were, what kind of booths there were alongside yours, and just about anything that’ll give the outsiders a taste of what you participated in. Your blog posts about the show may even inspire other businesses that didn’t participate, to go to the next show and have their own booths. Include the takeaways, what your personal experience was like, and what benefits came from the show. You don’t only have to recap the show in a blog, but write some blogs about certain topics you learned about. For example, if you learned about ways to make our Earth and communities cleaner, write about that! Make sure to post these blogs on social media as well! Your followers want to hear about it, and social media platforms are the best places to share your thoughts and experiences.

Have a debriefing meeting with your team

An internal follow-up is just as beneficial as the follow-ups with your leads. Touching base with your team after the event to discuss what worked, what didn’t, and ideas for the next convention will make your next exhibiting experience even better. If something didn’t work, either brainstorm together to see how it can be changed or if it should be removed from future plans. If something worked well, think about how you can update and improve it for next time. Some of your team may have noticed other booths doing something that you didn’t think of. Now is the time to discuss it and see if you can come up with something even better for the next show.

Get creative to stand out

Getting creative to stand out from all the follow-up noise is crucial. You don’t want your emails to sound like all of the others that your leads are receiving. Put together an informative, playful video to include in your email. Think of something that some people might not think about. A generic follow-up email will help but might be ignored by most. If your email is fun, engaging, and different, you’ll lock those leads in quickly.

Hopefully these tips helped you come up with some ways to manage your post-show strategies. There are other things you can do, but these 10 tips are crucial when planning your post-show plans. Follow these and you’ll be good to go!

Don’t forget to incorporate some of our pre-show and on the show floor tips when planning to exhibit at a trade show or convention!

10 Show Floor Tips to Navigate Any Trade Show

You’ve finally made it to the trade show! Now what? Hopefully you planned out what you are going to do and how you’re going to do it. It’s important to have a plan before the show, during, and after. Here are some tips to get you started on preparing to work the show floor.

Introduce yourself to show organizers

Alright, so your booth is all set up with your displays and signage. Now what? Go introduce yourself to the show organizers. It’s nice to meet them and to have them meet you. After all, this is their show and it’s nice to recognize all their hard work. Thank them for allowing your business to have their own booth and promote, and show some appreciation. It’s a nice, friendly, professional thing to do.

Attend panels / workshops / presentations

Don’t just stand at your booth the entire time! Make sure there are team members that are staying at your booth so you can go check out the other programming like the panels, workshops, and presentations. You already know everything there needs to know about your company, so why not go learn about another? You never know, you could learn some things that will help you with your company in the long run.

Promote products

Where is there a better place, besides your building and the internet, to promote your products? There are hundreds of people attending these trade shows whether they are business owners or consumers. So, that means there are hundreds of people that will be seeing your booth. Why not put some of your products out to show what you can do? If you’re a small business owner that sells work shoes, bring one of each shoe to show the consumers. This will allow them to physically hold your product and see the quality, instead of looking at a picture.

 Scope out the competition

It’s okay to get nosey! Take turns walking around to look at the other booths on the show floor. It won’t hurt, and you might even learn something new. You’ll also be able to see how many visitors every booth is getting and how it relates to your own. Is there something you’re missing? What are you doing that they’re not? Take a walk and scope out your competition!

      Use social media

We’re confident that social media is being used by almost everyone at the trade show. What is the best way to grab attention? Social media! Create a hashtag that people can search and use on their posts. For example, our hashtag might be: #DAatABC, or something along those lines. This way, people will be able to see what you have posted and what others have posted about your booth easily. This doesn’t exclude those at home that couldn’t make it to the convention! A hashtag or some type of social media action will allow them to track what is going on and make them feel as if they are there.

      Take pictures and videos

Event coverage is great for your company, as well as your clients at home. Once you get to the convention and you’re all set up, have one of your employees walk around the convention and record a video and take some pictures. Imagine how awesome it would be to edit the video and send it to your clients when you get home. Posting the video and pictures on social media will keep your clients that didn’t go to the show included.

Make your booth approachable

Would you want to approach a booth where the employees are playing on their phones, not paying attention, and or giving you dirty looks? No way. Make sure your booth itself looks fun and friendly, which starts with your employees. Standing near the booth with a smile on your face is a little tactic that will work wonders. Show that you’re happy to be there and that you’re happy to answer any questions, or chat about your business to anyone. The friendlier you look, the more visitors will approach.

 Offer show specials

Most booths will offer specials. For example, they’ll have a raffle to give away something for free, or they’ll have a discount on services if visitors sign up. If you’re doing something like this, make sure you have an employee near it at all times to answer any questions on what it might be. If your booth visitors want to enter your raffle to win something from your business, explain further to those people about what you’re giving away and how it would be helpful to them.

     Food and snacks

Wouldn’t it be convenient if you were thirsty by the time you reached our booth? Offering snacks and drinks will be much appreciated by visitors, and yourselves. Your water bottles and snacks should be in line with your company culture or theme. The water bottles can have your logo on its wrapper instead of “Poland Spring,” and your snacks can be have your logo on a sticker placed on the packages. Not to mention, you might get hungry or thirsty. If you supply snacks for others, you’ll benefit from that as well!

      Assign a booth host

It wouldn’t hurt to assign a host to your booth. Have yourself, or one of your experienced and knowledgeable staff members, present at your booth. This will be the initial person that visitors will talk to and get to know first. Make sure they are very friendly and know everything about the company. Having a host ensures that the booth is always covered by someone to answer questions, chat, help with raffles, and more. Other employees can work on the snacks, the models, and presentations, and wander around the trade show, and anything else that requires extra work. If you have a booth host, you’ll always feel safe leaving it.

Having a plan set in stone before you get to the show will only help you. You’ll know who is supposed to be where, how you want to set up your booth and displays, and be able to pull it off in an organized manner.

Don’t forget to check out our tips for pre-show preparations and post-show follow-up to help you plan a stress-free exhibiting experience.

10 Pre-Show Tips for Trade Show Success

The trade show you’ve been waiting for is finally here. Do you have everything prepared? You don’t want to just pack up and leave for the show without a plan or some kind of strategy. These pre-show tips will help you prepare and organize!

Have your business cards ready

Print is not dead. Business cards are an easy way for people to remember who they talked to and what your business is about. Who knows? It might help you gain a new client! Before going to a trade show or convention, make sure you have an ample amount of cards to give out as you network. Some trade shows have a big bowl to drop your card into and pick someone else’s up. It’s almost like mystery marketing, and you don’t want to miss that!

Eye-catching set up

First impressions are everything. Make sure your display is noticeable and eye-catching. You don’t just want to have a fold-up table with some business cards and a poster. Present your business to showcase your brand in a way that won’t go unnoticed. Sit down pre-show and determine a banner to print, maybe a retractable stand, and even a table drape to proudly and properly display your business. (And don’t forget that Digital Arts can help you with that!) People love colors! Combine two colors that go well together, or, if your logo has specific colors, pull some from that and continue with the theme.

Freebies

Everyone loves a free pen! Freebies are a great way to get people over to your booth and give attendees something to take home a little something from your exhibit. Print your business logo and information on pens, pads, screen cleaners, or anything that will be easy for people to grab. Freebies are a great way to market your business as well. While you’re making people smile with a shiny, new, free pen, you might be gaining a new client.

Raffles

Raffles and contests are always fun at conventions. Plan a raffle pre-show with your team for your booth visitors to participate in when they stop by. For example, put a bowl out and have people drop their business cards into it. Whichever card you draw first will be the winner of the giveaway. If you’re a consulting company, the winner could have a free consultation. Raffles create excitement, drive traffic, and make your business stand out.

Models or examples that demonstrate your business

An example of what your business is all about is something important to showcase at a trade show. Before the show, be prepared to bring some models or displays that will show off what you can do. If you own a printing company, print your logo or some images on the products you offer. If you own a landscaping business, bring large photos of the work your business has done, along with a tiny model of what a yard could look like. People would generally use their imagination if they don’t see an example, but why make them imagine it? Visuals are key.

Bring a team of knowledgeable employees

Before going to the trade show, make sure you have a team of employees that will benefit your booth. Make sure your employees are able to attend and make sure they know what their job is when you get there. Employees with extensive knowledge of your brand are important to have at the trade show to properly represent your brand. They should be prepared to answer any kind of questions that could come up at the show and represent your brand in the best ways from start to finish.

Discuss a plan with employees before the event

After you have gathered a group of employees that will go represent your business with you, make sure you come up with a plan before you get there. A well-organized trade show is a successful trade show. Come up with shifts for each employee so someone is always at the booth ready to answer questions and help visitors. If you are having a demonstration, assign an employee or two to help with that while the others manage the booth or walk around handing out business cards. A strategic plan will keep everything organized and everyone will know what to do when you get there.

Advertise that you’ll be at the convention

Spread the word! Let your clients, fans, friends, and competitors know that you’ll be attending the trade show or convention. Blast everyone with an informative email about the convention, what it’s about, and that you’ll be attending. Advertising might encourage more people to come see your booth and explore the convention. Not only will it encourage more to attend, but also your email blast might cause the recipients to check your website and social media platforms to see what’s new. Also, don’t forget to include a sneak peek picture of what your booth will look like in the email! It’ll be a nice preview and those who are coming to the convention will know how to find you.

Research what other businesses will be there

Do your research. Finding out who will be at the convention with you is good to know. You’ll want to know which competitors will be there, and what other businesses will be your convention floor neighbors. Once you find out who will be there, you’ll be able to research a bit more about them and check out their websites and portfolios. You never know, learning something new about your competitors might make you think of doing something different at the convention.

Have a travel plan

Traveling can be a headache. Creating a travel plan before departing for the convention is a smart idea. Because we don’t have the ability to see the future, traveling can go wrong in many ways. If you decide to take a few company cars, check the maps and traffic apps before you leave. Also, leave a good amount of time earlier just in case traffic develops or an accident happens while you’re en route. If you would rather take public transportation, pay attention to the schedules, and again, leave early. Having this all planned out pre-show will help alleviate unnecessary stress.

Having a strategic, well-organized plan before you set off to your trade show adventure is important. There are other things you can do to get prepared, but hopefully, these tips will help you get started. Show up like you own the place! You’ll have everything organized, and with these pre-show tips, it should be a smooth ride.

Now that your pre-show plans are set, don’t forget to map out what you’re going to do during the show, and post-show! Luckily, we’ve got tips for the entire convention life cycle.

Digital Done Right: Atlantic Builders Convention Recap

In the digital world, it’s nice to be reassured that the marketing best practices are still in fact best practices since the space is constantly changing and evolving. That’s due, in part, to the ever-changing algorithms. But also, the revolutions have to do with how we as humans interact with content on the web. At the 2017 Atlantic City Builders Convention, we were reminded what a successful marketing plan needs to have in place during the “Digital Done Right” Educational Program.

 

Phil Clouser of WhiteHot Inc. moderated the panel and it featured Holly Kingsley of Pace, a WPP Company, Danny Ortiz of NJ Advance Media, and Stephanie Shaffery of Flair Marketing Group. Together, they helped take us through what type of techniques worked best at specific milestones within the sales funnel.

Digital Marketing Tactics

It all starts with knowing your buyer’s persona. Identifying who your audience is and what they’re looking for will help determine where and how you should try to reach them. Once you know what you want to accomplish, you need set your specific goals. After those are set, you back your strategy into your Key Performance Indicators, or KPIs. It was both shocking but also not surprising to hear that 82% of smartphone owners turn to their devices to make product decisions.  That means everything you do needs to be responsive. If you take nothing else away from this recap, it should be that.

 

Mobile Browsing

 

That’s an important statistic because it proves how crucial a digital strategy is. There are so many components to drive success digitally. Search Engine Optimization, or SEO, is the “free” way to get traffic. It starts with the on-page content that helps search engines determine if your site or products are the answer to a searcher’s inquiry. It’s important to optimize your website for your users because 81% of consumers conduct research before purchasing.

 

Search Engine Marketing, or SEM, is the tactic of putting an ad for your company in front of a motivated buyer. Because they’re already looking for your goods or services, you can target specific keywords or searches. Keeping these ads relevant to your buyer’s persona will help keep your Cost per Click (CPC) down. The last thing any business wants to do is waste money.

 

Display ads are the images and videos placed around the web to visually entice your target demographic into buying. These images help persuade the not-yet-motivated buyer to become motivated. With compelling images, strong calls-to-action, and a responsive design, these ads, paired with a SEM strategy have seen a 30-50% lift in conversions.

 

Blogging

Your efforts shouldn’t stop with SEO and paid marketing. It’s been proven that consumers respond more and interact better with content. To be more specific, 70% of people prefer content over ads. Good content should be useful. It should be interesting and engaging. This encourages more interaction with your brand but also it will help increase your overall time on site. In turn, that helps your SEO and therefore your overall rankings within the search engines. A good content marketing plan brings everything full circle.

 

Another place you need to think about content is on your social media platforms. Yes, you should have social media accounts and you should be posting to them regularly. It’s crucial to have both a social media management plan, which is the content and a social media marketing strategy, which are the ads. Your presence on social media is important because 81% of consumers are influenced by social recommendations. Those recommendations could come from you, your customers who have converted to brand ambassadors, or social influencers.

 

Filming Video On Phone

 

As the second largest search engine, YouTube shouldn’t be left out of your digital plan. On average, YouTube videos garner a 40% conversion rate. Consumers, especially millennials, prefer to watch videos. The content and quality of your videos are important. That’s because 64% of people are likely to after seeing your product or service in a video.

 

Reaching your customers directly is easier with an email marketing strategy. Just like the other methods mentioned above, the purpose of emailing your targets is to grow. The content you email should encourage a physical and measurable response. And keep in mind that 51% of people open emails on a mobile device so make sure your emails are responsive.

Measure

Your efforts will be fruitless if you’re not measuring the results. Whether you’re running ads or blasting your list with emails, you need to track the returns to see what’s working and what isn’t.

 

Analytics

 

An important way to track your results is adding UTM codes to your ads and links. Formatting is key with this tracking method but luckily you can easily search for a UTM code builder. Once the code is in place, you’ll be able to see the engagement in Google Analytics, or whichever platform you use.

 

In addition to the UTM codes, you should also be setting goals in Google Analytics. You should be tracking for both macro conversions and micro conversions to gauge your success. A macro conversion is when you make a sale. A micro conversion is an activity a user engages in before purchasing. Both are important indicators of your success.

 

You can’t forget about assisted conversions either. When closely examining what led a customer to make a purchase, you can’t discount what got them there. You don’t want to make decisions only looking at a portion of the picture. By know where to look to see the bigger picture, you and your marketing team can make informed adjustments moving forward.

Takeaways

To fill the funnel, you need to give your prospects more options. These options should be measurable so that you can make more informed media buys. The purpose of any digital marketing campaign should be to move customers from becoming aware of your company to considering it as a solution to their problems ultimately leading to a conversion.

 

Every action you make and every action your want your audience to make should be measurable. If you’re not tracking your results closely and comprehensively, you’re going to make decisions that are not as informed as they could be. And everything you do digitally needs to be responsive.

 

In this digital world, you need to implement many different tactics to be successful on the web. Just like the panelists at the Atlantic Builders Convention, we’re here to help you do digital right!

Why We’re Blogging

Blogging is the new black

Blogging isn’t a new concept. What started out as a weblog came to be shortened to a blog. What is it? They can be personal online journals or frequently updated articles for your business. They allow for reader engagement, encourage conversation, and provide useful information within each post. So, why do we blog? How do you start a blog? How about dogs with blogs? LOL!

Once Upon A Time

Blogs tell a brand’s story.

What are blogs? You probably have an “About Me” section on your website. It’s most likely a paragraph long and includes dates and history. Here’s a thought: keep that section short and sweet and create a blog post with more information. The blog post talking about your brand can include a lot more information, pictures, and just about anything you would want to add to it. All of that can be a bit messy on a web page, so putting it all into a blog post will allow others to really get to know you and your brand.

City Traffic

Blogging drives traffic to your website.

Why a blog? Once your site is optimized for the search engines, there’s not much more you can do there organically. If you have a blog on your site, these can all be updated and published at any time without the stress of re-coding webpages. Every time you publish a blog, it’s one more indexed page on your website. This is just another opportunity for you to show up in search engines and drive that traffic right to your website. Posting these blogs on your business’ social media pages will bring in shares, likes, and comments in addition to more traffic.

Eventually, that traffic will turn into leads. The blogging marketing technique will create a cycle. You’ll blog more, those blogs will be shared and seen by more people, those people will share extending your brand’s reach, who will be waiting for more blogs.

Increasing Chart

Blogging creates long-term results.

Your blogs and search engines eventually become best friends. So you just published a new blog post today? Great! Let’s say by the end of the day you get 100 page views and 15 leads. Tomorrow you get an additional 50 views and 10 more leads because it was found on social media via sharing and liking. Eventually, your post’s popularity will calm down and you’ll stop receiving so many views and leads. Does this mean your blog is dead and it’s time to move on? No. It just means it’s time to post again to keep the views, leads, and traffic up. The Internet is full of cycles.

Blogs provide timely information.

Sure, you can send out a tweet letting your clients know that something is new, but you’re only allowed 140 characters. Post a blog! Let your clients and customers know about any changes or new information. Did your business just receive a raving review from a client? Create a blog post that is relevant to that and don’t be afraid to brag a bit. Once you’ve posted this blog, then you can tweet out the link. Let everyone know about the good news! A blog about a promotion within your company is relevant for your clients as well. Keep your customers, readers, and clients involved as much as possible.

Blogs fuel SEO.

Your blogs participate in getting traffic from the free, organic, editorial, or natural search results on search engines. It’s all about your message. Your content should be original and relevant to your audience so it is found easier during web searches. Also, while writing your blogs, be aware that keywords are still relevant. Even a few specific keywords throughout your post will help your search engine optimization tremendously, and that will boost your rankings and traffic.
Microphone

Blogging gives your company a voice.

We all know it can be tough to get a feel for a business’ voice by just looking at their website. Sure, their social media pages help a little bit, but blogging is the best way to “get to know” a business. Because blogs are a lot like articles, the author’s personality shines through the sentences and makes it seem more conversational than rehearsed. Did you crack a smile while reading? Can you relate to the writing style? Do you feel as if you know the company a little more after reading just one blog? Blogging is essentially a personal touch to the business and it is always important to get your voice out there and heard. It does take time but it is so worth it.

Guy Blogging

Blogging is free PR.

Ah, free PR. That’s nice to hear. Public relations are important for every business, artist, public figure, and organization. Yes, you could pay someone to write a press release for you and manage your professional maintenance, or you can type up some blogs. Your business’ Vice President is now President? Write up a blog about the individual, where he or she went to school, his or her background, and his or her journey to the new role of President. A blog is more personal and conversational than a press release and can contain a lot more information about the individual. If that’s something that you would rather do, blog it up!

Smartphone

Blogs are a 24/7 communication platform.

Once you’ve published your blog post, it is now live and available for everyone to see. Normally, you will have a comments section at the bottom for anyone to share their thoughts. One person might comment and that may inspire someone else to reply back to that comment. You’ve officially created a communication platform. If someone doesn’t like or agree with your post, you can hear them out and figure out how to fix it. Just one comment can spark a new idea in your head, and that can turn into another post. Communication platforms are great for many reasons, especially when it drives attention to your post and company.

These are reasons why we blog and we think you should be doing the same. Blogging is new, popular, and helpful and will help you out more than you think. Plus, it’s addicting. After one blog post, you’ll develop more and more ideas and have enough content for your brand’s lifetime.