encompass blog

  • Marketing
  • GOOGLE INSIGHTS
06/25/2019

Should You Be Concerned About Google Charging for GMB Listings?

For years, Google My Business (GMB) has been a no-brainer among business owners. As a platform created by and expressly endorsed by Google, GMB plays an obvious role in bolstering search engine visibility. In fact, having a GMB profile is crucial for maintaining a presence in local searches, including the Google Local Pack. GMB is an easy platform to operate and makes it simple for even SEO novices to enhance their online presence. Best of all, the service is free. Or at least, it always has been. But now, that may be changing. Google recently sent out a survey to GMB managers asking their thoughts on some pay-to-play options within the platform. It’s the first serious sign that Google may be putting at least parts of the GMB service behind a paywall, and it’s created a bit of a stir within the SEO community.

  • Websites
  • Marketing
06/04/2019

Press Release: Lake Norman Ad Agency Takes Home 18 Communicator Awards

enCOMPASS Agency, an award-winning digital advertising firm, driven by intelligence, passion and trust, received 18 prestigious honors and distinctions in the recent 2019 International Communicator Awards Competition.

  • Marketing
  • Tips and Tricks
  • Online Video
05/31/2019

The Future of TV Ad Buying

As you might imagine, TV advertising is big business. By some estimates, the amount spent on TV advertising each year surpasses the $80 billion mark. Historically, the bulk of this money is spent during upfronts week, which is when TV networks enthusiastically show off their latest round of programming, and advertisers opt in on the programs where they’d like to have a presence. Any ad inventory that’s left over following upfronts is sold, typically for a much lower price, on what’s known as the scatter market.

  • Marketing
  • Tips and Tricks
05/15/2019

Key Principles for Responding to Negative Reviews

Nobody likes to receive criticism, nor to be told that their work comes up short. When you’re a business owner, however, this is all part of the job. You may have customers express dissatisfaction to your face, but even more troublingly, you may have them air their grievances in a public forum, such as an online review site.

  • Marketing
05/06/2019

5 Ways to Improve Email Marketing Performance

We’ve said before that email marketing remains the most effective way to make a direct connection with your audience—and indeed it is. Simply put, most of us are attuned to our email inbox around the clock, ready to drop what we’re doing to check the latest messages either from our desktop, our mobile device, or even our watch. With that said, email marketing does take some high-level strategy and some ongoing refinement. Not all email marketing strategies are created equal, and it’s worth contemplating some of the ways your company can boost its own email marketing performance.

  • Marketing
  • Search Engine Marketing
05/01/2019

Six Benefits of PPC

If you’re looking for a compelling reason to invest in PPC advertising (Google ads or Bing ads, most likely), you won’t have to look very far. In truth, the benefits of PPC abound. It offers a relatively low threshold for entry, and potentially some prompt results. It provides you with a wealth of meaningful data. It allows you to track what you’re doing and see what works and what doesn’t. It interacts harmoniously with other marketing channels.

  • Marketing
  • Tips and Tricks
04/19/2019

How Online Reviews Can Impact Your Business

As a business owner, you are probably aware of the reviews your company has received on sites like Facebook, Google, and Yelp. You may know from personal experience that receiving a positive review can make you feel good about yourself; and likewise, that seeing a negative one can cause you to feel angry or simply hurt.

  • Marketing
  • Tips and Tricks
04/11/2019

Using White Papers in Your Content Strategy

Content marketing is increasingly accepted as a viable, even necessary pursuit for businesses looking to connect with online audiences. With that said, many conversations about content marketing tend to be fairly one-dimensional, focusing on blogs and social media at the expense of other content types. Actually, there are several different mediums that can prove beneficial to your business, and that includes the too-often-neglected white paper.

  • Marketing
  • Tips and Tricks
04/01/2019

How to Handle Negative Reviews

For today’s business owners, negative reviews are just a fact of life. No matter how exemplary your customer service or how satisfying your products, sooner or later you’re going to encounter a dissatisfied customer.

  • Marketing
  • Tips and Tricks
03/29/2019

HIPAA Guidelines and Online Reviews

These days, most business owners have to contend with online reviews, posted to sites like Google, Yelp, and Facebook. For some business owners, however, online reviews present some unique complications. Take, for example, those who work in healthcare professions. These business owners will naturally want to engage their patients and respond to online feedback, but in doing so, they have to keep regulatory compliance in mind—and in particular, HIPAA.