The ultimate goal of any marketing campaign is to ensure that your business is “seen” by your target audience—that is, local customers who are interested in your products or services. In today’s world, that means focusing heavily on local SEO. Simply put, when nearby consumers conduct a Google search for local businesses, it’s imperative that they come across yours. That’s what local SEO is all about.
Over the past couple of years, the enCOMPASS team has been increasingly favorable toward programmatic ad buying—a method we’ve employed on behalf of many of our clients.
For years, fixed CPM has been the standard in digital ad-buying. This model allows advertisers to bid on impressions at a fixed cost per thousand, which is useful in some ways but limiting in others. For example, most auction-based ad platforms have prices that fluctuate day by day, hour by hour, even minute by minute, based on a whole host of factors. As such, it’s very difficult to know when you’re simply paying the best possible price, maximizing your ad budget.
Today’s consumers spend a huge amount of time on their personal devices—and there to greet them is an ever-burgeoning volume of content. Thus, the Web presents your company with plenty of chances to stand out, but also great difficulty in rising above the noise and claiming your customers’ attention. Studies show that one of the best ways to grab attention is with video content.
What is it that makes brands so memorable? What makes them successful? And what can a small business do to set themselves up for success? To answer all these questions, we first have to review what branding entails and what it means to your business.
Every business needs compelling written content on their website—and the ultimate purpose of that content is always to facilitate conversions. Simply put, you want the people who are reading your website to buy whatever it is you’re selling—and your written copy can help seal the deal.
When it comes to marketing, the temptation is often to spend more money; a greater ad spend will yield more desirable results, or so the thinking goes. This isn’t always the case, however, and a more prudent goal for marketers is to spend the least amount of money possible while still getting great results—in a word, improving marketing ROI.
Google dominates the consumer search experience. That’s hardly new information, of course, yet it’s an important scene-setter for this discussion of Google My Business. When seeking information about a particular product, service, brand, or local company, the average person is going to use Google as their primary tool for data collection. It’s obviously important that your local business have a strong presence.
That requires you to have more than just a good, optimized website. It also means having a Google My Business listing.
When Google first announced its entry into the social media space, it seemed like a sure thing. There was even speculation that their social platform would give Facebook a run for its money. After all, the social space was a bit less crowded at the time, and Google is one of the most successful companies in the entire world. What could possibly go wrong?
Fast forward a few years and you probably already know how the story ends: Google+ never quite caught on with the general public, and now Google has announced that the platform will officially be retired.