Did you know that almost all search marketing revolves around keywords? Keyword advertising is a method of advertising on search engines by utilizing keyword research. Make sure to choose the right keywords for advertising. It can mean the difference between a thriving ad campaign or a nose div…e. The more relevant your keywords are to your business and website the more cost effective your online marketing campaign will be when you purchase keywords. Always select keywords that relate to your business, then craft ads that incorporate these advertising keywords. When visitors click on your ads in the Search Engine Results Page, you pay the specified amount on the keyword. This is known as pay- per – click advertising.
Keyword advertising is an investment. The amount that you spend on buying keywords when you advertise on Google through bids is determined via how competitive a keyword is. The secret is keyword advertising is to figure out exactly what keywords work for your business at a more affordable rate and yet the keywords are highly relevant through keyword research. These extremely valuable keywords are often referred to as “long tail keywords”.
Organization is an essential tool when utilizing keyword targeted advertising. To receive your maximum return on investment it is crucial to group your keywords effectively. Grouping keywords semantically makes for an easy ad creation. Organizing your advertising keywords as it enables you to create and write text that applies to related terms easily. Organized keywords will create a valuable benefit for your pay- per- click keyword advertising campaign
Which ad strategy is best for your company? The key to advertising is finding an advertising channel that
best fits your company’s profile and industry and then using it for the biggest bang for your advertising
dollars. At the end of the day it is not about how much you spent on advertising, or how many people
viewed your ad it is about how many clients you bring into your establishment. No advertising strategy is
foolproof. There is always going to be some initial trial and error before you figure out what advertising
strategy works best for your company. You will get better results and waste less marketing dollars if you
take the time and do your homework.
Print advertising can still be a great way to target a specific niche market. No media outlet reaches
more people than television. While broadcast advertising is very popular amongst advertisers it is
difficult to track your company’s ROI. If a general demographic is what you need then television can
be a great advertising tool. Direct TV is better for small business owners. Both broadcast and cable
television networks offer direct response commercials at a fraction of the cost of the traditional spots.
If you are looking to reach a targeted demographic while people are commuting to and from work there
is nothing like radio commercials. Radio often includes on air introductions, contests and giveaways.
Directory advertising may be old school but, if you are in the service business directories are the most
affordable way to advertise your small business. Outdoor advertising such as billboards, subways, trains,
ferries, airports, malls and bus shelters work wonders for restaurants, jewelry stores, dentists, lawyers,
trade schools and franchise businesses. Internet advertising is an easy way to measure and track site
information and click- through.
Whether you choose an online, broadcast, print, directory advertising campaign, it pays to do your
homework before investing advertising dollars into any campaign. A little planning will ensure that you
will know exactly how your advertising dollars will be spent and if it fact is it effective in your industry.
Not all marketing or advertising budgets are set in stone. There may be times that your business may need to showcase a new product or service and you will need to utilize and unplanned marketing tactic such as hosting an event or advertising locally.
It is more important to determine whether sticking to your initial advertising/ marketing budget is helping you obtain your marketing goals and bringing your company a return on investment rather than to adhere to a rigid, fixed marketing budget. This is why it is important to include a plan for measuring funds that are spent on marketing. Consider what impact certain marketing tactics have had on your revenues during a business quarter compare it to another time period where your marketing activities differ. Consider the marketing activities that worked as well as those that did not work. You don’t have to necessarily cut out the tactics that did not work but, access the time frame or whether marketing dollars need to be spent marketing in other places.
Some marketing tactics are difficult to measure such as printed materials that include brochures and sales sheets. However, remember these are branding staples and are marketing tools that all businesses need to market their businesses.
Marketing plans should be reviewed and maintained on an annual basis. If you need to launch a new product or service take the time and re- visit your original marketing plan or develop a separate marketing campaign.
In the end the time that was spent creating and developing your marketing plan is time well spent. The time spent defines how you connect with your customers. That’s an investment definitely worth making!
Christine Fiorenza Debi Surmanek
One of the best ways to prepare yourself is to develop a solid marketing plan. A strong marketing plan will ensure that you stick to a schedule and marketing budget.
Marketing takes money, time and lots of preparation. Your marketing plan will include everything from understanding your target market, your competitive position in the market, how you intend to reach that market and differentiate yourself from your competition.
Your small business marketing budget should be a component in your marketing plan. Your marketing budget will outline the specific costs on how you are going to achieve your marketing goals within a certain period of time.
If you do not have the funds to hire a marketing agency there are resources available to guide you through the process of creating a marketing plan and developing a marketing budget for your business.
Christine Fiorenza- Debi Surmanek
Most business owner’s first inclination is often to cut the marketing budget when sales slump due to a slow economy.
Become an expert and submit articles related to your business to the local newspaper, professional organization newsletters and trade journals. Choose a topic that reflects your business and make sure to include your company name within the article for example- Ivy Branding and Marketing Group “Watch us make your business grow”. Whenever your article gets published make copies and send them to all your current and potential clients. Become a great public speaker, presenter or workshop leader for professional conferences. Research the contact names at your local Chamber of Commerce and utilize the list as a way to meet potential customers. When you get the opportunity to market, brand or advertise your business make sure to collect guest business cards for a prize related to your business.
Reward your referrals with free merchandise or services that turn any lead into new business.For example since we are a full service Advertising, Marketing and Branding Company we could offer a percentage off the client’s order. Make the most of free advertising and free public relations. Be sure to send a press release or simple email to local newspapers.
Make sure to give back. Sponsoring a charitable event, donate promotional materials and time. Contact the press before and after the event to get your name out there. Most charitable events will create some sort of flyer, brochure, signage, ticket, postcard and advertising campaign in which your company name and logo will appear in the advertisements.
Christine Fiorenza and Debi Surmanek
In this day and age Trade Shows are a critical component of any Business to Business marketing mix. They involve considerable marketing investments from companies such as booth space rental, design and fabrication of displays, interactive content, promotional items, travel and more.
To help maximize ROI and create awareness many companies and organizations turn to social media to improve their success at trade shows.
Long before you start your trade show awareness campaign make sure that your brand is discoverable on social media. Platforms such as LinkedIn, Facebook, Twitter and Youtube are still dominating social media marketing. Newer platforms Instagram and Pintrest are fast becoming popular due to their visual nature.
Make sure that your social profile is up to date. Put your best foot forward. Directing people to your social network and to have them find the most recent posts from 6 months ago does your company a huge disservice. Having an up to date profile not only makes your company look more professional, it helps bridge the gap between real world touch points and your brands presence.
Use social media to create a pre- show buzz. The key is to move beyond the general announcement. Showcase who will be there, free giveaways, raffle prizes and what attendees can learn via stopping at your booth.
Incorporate social media into your corporate website and email marketing. Understand that social media is a one-to- one marketing strategy. A mistake that many companies make is treating social media as a mass communication strategy. Remember customers are quick to vent their frustration and dissatisfaction with a company on social media. Getting your marketing/ social team up to speed on customer service and online conflict resolution can actually diffuse negative feedback via courteously taking the conversation offline. This will convert critics into advocates for your company.
Share your trade show experiences with those that are unable to attend. Post videos, photos, locations and insights while the event is going on. Utilize this information on social media and please don’t overlook the fact that these materials captured can be used to recap the trade show experience where you and your team can share what you and your team have discovered and reflect where your business or industry is headed.
Christine Fiorenza Debi Surmanek
Partners at Ivy Branding and Marketing Group