advertising approach

An Advertising Approach On 4 Social Media Platforms

There is no right way to have an advertising approach. What is great about advertising is that you can advertise on multiple platforms. Online advertising is just one platform. Online advertisements have become very useful for companies. With advertisements, there are some tips so that advertisements are being used effectively. Tips include: make sure the ad aligns with the social media strategy, consistent coloring (matches website), rotate images, variation, and ad testing (determining what is and is not effective). Advertisements can be used on Facebook, Twitter, LinkedIn and Instagram. Each platform uses ads slightly different.

Ads on Facebook

To create an ad on Facebook, you must first have admin permission. When creating an ad on Facebook, it will have you choose the campaign, followed by the budget, scheduling, targeting, biding, ad placement and variations. Facebook allows you to track the progress of the ad. With Facebook, you choose an objective for the ad and there are many to choose from.

Top 4 tips for creating a successful targeted Facebook ad campaign 

Ads on Twitter

On Twitter you choose ads based on the objective of the campaign. There are twitter cards, which allow for rich media, a link, a button, and room for text on the ad. Twitter has four parts to the ad campaign. These are the timeframe, creative, targeting and budget. Twitter also allows you to do keyword targeting.

Ads on LinkedIn

A LinkedIn ad targets the audience based on professional attributes. You can create an ad or sponsor content. LinkedIn allows for up to 15 ad variations.

Ads on Instagram

Ads on Instagram can be created through Facebook. If you have a business manager account, the ads can be created through the Instagram app. You can include a call-to-action button.

What is great about having ads on social media is that the ads will be shown to the right people. With having ads online, you can make the smallest changes and get the ads to the right people. The social media platforms allow you to choose your audience and age range. Each social media platform has their own way of creating ads, but each platform is a great choice. The right advertising approach for your company might by online advertising. It is up to you to determine which social media platform is best.

Learn To Use Social Media To Find New Leads

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Advertising Agency Trends

The world of the traditional advertising agency is gone. Today, clients want agencies that truly embrace all forms of advertising, both traditional and digital. Smart agencies know this and stay on top of the trends in marketing and sales that will have the most impact for their clients. Let’s look at a few trends that are hot and here to stay.

Native Marketing

If there is one trend in advertising that is going strong and will remain strong for years to come, it’s native marketing. Blending advertisements smoothly with surrounding content has been around for decades. Doing it in new and innovative ways in the digital marketplace is what is driving the current growth.

Business Insider predicts that native advertising will hit $21 billion next year (2018). In 2013, spending for native advertising was $4.7 billion. That translates to a 445% growth in just 5 years.

The beauty of native advertising is that it’s very unobtrusive. It organically blends into the user experience.

Marketing Automation

Let’s face it. The world of marketing is a bit cutthroat with so many companies vying for consumer attention. Trying to bring a brand to the forefront and keep it there requires a solid set of tools that collect data, provide analytic tools and does a lot of the work for you. That set of tools is marketing automation.

A marketing automation platform gathers pertinent information on what visitors are most interested in, which pages they visit most, and what changes as they go further down the sales funnel. This information offers critical insights to what the target audience needs at each stage of the journey. All of that information can help an advertising agency develop highly focused ad campaigns

5 Benefits of Marketing Automation 

Content Marketing

Content marketing is becoming more sophisticated and more personalized. It starts with web pages providing basic information. Adding elements like video and infographics enriches the experience.

Gathering information with marketing automation allows for personalization. Certain areas of the web page can provide content drawn from the visitor’s profile. Marketing apps take that to a whole new level with interactive content experiences, completely based what is known about the visitor.

This increasing sophistication of content marketing is going to demand more sophisticated options from advertising agencies.

Personalized Marketing

Consumers expect personalization and they value it. It goes back to the days when a shopkeeper knew the names of all his customers. “Hi, Mrs. Jones, how is your oldest son doing in school?” “Hello, Mr. Gonzalez. That car part you wanted just came into stock.” The personal connection builds trust that cannot be replicated.

That personal touch is becoming the norm when it comes to marketing. People respond better to email offers that include their name and refers to what interests them. When they log 0nto a site like Amazon or E-Bay, they like the fact that they get recommendations based on their browsing and purchase history.

Closed Loop Marketing Analytics

Smart marketing means know who visits your website via SEO or marketing efforts. Analytics tracks which web pages a visitor visits. It tracks how often the visitor comes back and what most interests him/her. Analytics may track when a visitor becomes a lead. It can even track some parts of the lead’s journey to becoming a buyer. But, does it track what converted that lead into a buyer?

That is what closed loop marketing analytics track. This type of analysis helps marketers understand which effort ends up in sale and which effort did not. It highlights the most effective marketing efforts and which ones need attention.

From an advertising agency perspective, it can show you which ad campaigns had the most impact and which ones did not.

Continuous Website Improvements Based on Data

Most companies do a major website redesign every few years. The problem with just a major redesign is that once it’s done, it’s done. Nothing major will change until the next redesign 2-3 years in the future.

A new approach, rapidly gaining popularity, is a web design based on continuous improvement. Instead of rolling out a completely outfitted website that takes months to build, it starts with a streamlined, well-designed core based on tightly focused goals and objectives for content, design and development.

When that new website goes live, it starts gathering user data, linking it to marketing/sales effort. The data shows what is working and what is not. That data is what drives the next wave of improvements, often done on a monthly basis. This cycle of analyzing data, making improvements and gathering data can go on forever, continuously improving the website and its effects on marketing/sales.

Staying on top of major marketing trends is critical for any advertising agency. These trends impact client advertising directly. Which trend do you think will have the most impact in the coming year?

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

call to action phrases

Why Call To Action Phrases Are So Important

Calls to action phrases seem so innocuous. They are just a few words on a link or a button. Yet, CTAs are some of the most powerful and important elements on your website to support your Inbound Marketing efforts. Without them, your conversion rate is not going to be anywhere close to where it should be. Here’s why.

The Simple Truth About Conversions and CTAs

A conversion happens when you get someone to respond in a desired way. Let’s say you want a website visitor to sign up for a newsletter. When you get an anonymous visitor to provide a name and email address in exchange for the newsletter, you have converted that person into a lead. That person has just entered your sales funnel.

How do you get the anonymous visitor to sign up for the newsletter? With a successful call-to-action, that’s how.

CTAs come in so many different forms. Most are phrases printed on a button that is easy to tap or click. Here are a few call-to-action phrases that might be familiar:

  • “Read More”
  • “Get Our Newsletter”
  • “Share on Twitter”
  • “Add to Cart”
  • “Subscribe”
  • “Download Immediately”

50 Powerful Call-to-Action Phrases

Ensuring Your Calls-to-Action Receive Attention

Calls-to-action are critical for conversion success. But, not every CTA is a success. In fact, many aren’t really that noticeable, so visitors just skim right past them. For your calls-to-action to be successful, they must be noticeable, enticing and well-defined.

Placement is critical for a successful CTA.

  • Put more than one on a page. Putting a single CTA on a page means lost opportunities for conversion. Multiple CTAs offer more chances to get a visitor to convert. But, don’t put too many or the visitor will get choice paralysis.
  • Be sure to have CTAs on every page. Your website is a critical part of your marketing and you need to give visitors as many chances as possible to convert.
  • Make your CTAs count. Most users skim a page from top to bottom. They will glance from left to right at the top and maybe once again about half way down the page. Your CTAs need to be somewhere in this visual path to grab attention.

Design is another item to consider for a successful CTA:

  • Make sure your CTA is recognizable. If it just blends into the background or uses generic language, your visitor will skim right past it. Choosing well-worded call-to-action phrases makes all the difference.
  • Make it jump out visually. You need to have negative space around your CTA. You need to select a color that pops out. Orange and red are popular. But, the real secret is contrast.
  • Make it very clear. Generic call-to-action phrases like “Next” do not give a reader any clue as to what is happening next. “Finish Subscribing to Our Newsletter” gives the reader a clear picture of what clicking on that CTA will actually do.

When you optimize the calls-to-action on your website, you will start to see your conversion rates rise. Keep tweaking and you can get even more.

  25 Website Must Haves For Driving Traffic, Leads & Sales

b2b email marketing

6 Email Marketing Tips

Millions of people have email accounts. Email marketing is a popular form of marketing still today. When sending emails, it is important to make sure it looks good. It is important because people receive many emails a day. In order to have your email opened and read, it needs to stand out. Here are 6 email marketing tips.

1) Right person, right time

Before sending an email, it is important to determine who the audience is of the email. Segment your contacts by buyer personas. This way you know who each group of your contacts is and what emails they should be receiving. Make sure you are sending out your emails at the right time. It is best to determine what time the people you are reaching are most likely to check their emails.

2) Content

Content is highly important and has so much value. If an email doesn’t have value then it shouldn’t be sent to people. A good way to determine if your email has value is to ask the question, “Would I be excited to read this email?” If the answer is yes, then the email has value.

3) Lead nurturing

Lead nurturing is the process of building relationships with prospects with the goal of earning their business when they are ready. This process involves a series of emails. With lead nurturing, the goal is to turn a lead into a customer. Email marketing is a great way to nurture leads.

The Right Lead Nurturing Strategy Can Help You Stay Top of Mind 

4) Title

The title is what the people are going to read first. Usually, if the title is interesting and eye catching, the email will be opened up. If the title is boring, it will be passed over and not opened. Therefore, the title needs to be attention grabbing and interesting so that the email will be opened.

5) Personalization

Make sure each email you send it personalized. By personalized I mean at the beginning of the body of the paragraph, include “hello” followed by the person’s name who is receiving the email. What this does is that instead of the person being on an email list and just another name getting an email, it is directed specifically to that person and that person will most likely be more pleased with the email they are receiving.

6) CTA

Emails are a great place to include a CTA or call to action. By including a call to action with a link to relevant information regarding the email, you are providing a link back to your company website.

As you can see, these are just a few tips to help emails. These tips can help you execute some great emails to those people you are trying to reach. Something to remember, whenever you receive an email, think, “What is good and bad about this email?” That way you can evaluate emails.

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How Your SEO Benefits From A Long Term Strategy

When it comes to getting your website found online, SEO is essential. But, it is not something that you can do and expect immediate results. It requires a long-term vision and consistent application to achieve optimal results. It is an investment that will give you compounding returns in SEO benefits.

Why SEO is Long-Term?

If you flash back a decade, the Internet was a very different place. SEO was a lot easier back there. A website could use a few keywords and quickly move up the rankings.

Then, Google started making some critical changes in the way it ranked pages. With the Penguin and Panda updates, the rankings changed radically. Pages at the top of the rankings before the updates were sent to the bottom. Why? They were stuffing their pages with keywords. Google had made the shift towards organic searches and that triggered the transformation of how SEO worked.

Today, Google gives the highest rankings to websites that have rich, dynamic content that use keywords in organic, context correct ways. And gaining those top spots takes time because Google doesn’t change a website’s ranking overnight. It can take months to see SEO benefits.

Is SEO Worth the Investment?

You might think that it’s not worth the investment in SEO unless you get quicker results. And that would be a strategic mistake.

SEO works much like compounding interest. At first, the amount of interest earned is small. But, as the interest adds up, the amount of interest earned also grows. In time, you are gaining substantial amounts of interest that only adds to the power of the interest already compounded.

Just like compounding interest, SEO starts giving minimal results, but then it starts to build. Eventually, you will see the results snowballing. Your website will enjoy high rankings in the keywords that matter to your business.

Read more about “Essential Website Optimization Techniques to Increase Visitors”.

The Benefits of Long-Term SEO Strategy

The SEO benefits you will see include, but are not limited to, the following:

It builds your audience. Every time a person reads your content, you have a new member for your audience. The more high quality content you have out there, the more potential traffic you have, the more new audience members you gain.
It attracts people to your website. As you start gaining footing in the search engine rankings, the more people will come and see what your company is offering. And that will continue to snowball with each SEO effort you make over time.
It builds referral traffic. If you offer high-quality content, you may find other sites linking to it. And those links are gold when it comes to search engine rankings. It shows Google that others view your content positively.

One of the best things about SEO is that it works with new websites and existing ones. You can build a brand new website from the ground up, optimizing its structure and content for high search engine rankings. Or, you can revamp an existing website to optimize it for the search engines.

17 SEO MYTHS YOU SHOULD LEAVE BEHIND

real estate advertising agency

When Should You Hire A Real Estate Advertising Agency?

If you are a home builder, you are busy with the details of running your company: bookkeeping, employee management, client projects and paying the bills. Marketing is part of that effort, but, at some point, you may start to wonder if hiring someone to help might be a good idea. When is the right time to hire a real estate advertising agency?

When Should You Hire an Advertising Agency?

There is no set answer as to when you should hire an advertising agency for your business. Your situation is unique and only you can determine if you need help. However, there are some guidelines you can use when making that decision.

        Do you want to grow your business faster?

Remember, time is money in the construction game. If you want to bring in more projects, build more houses, or move into the big leagues, you need to step up your marketing. If you don’t have the time or resources to devote to that additional marketing effort, you need to bring in an outside agency. They have the knowledge and expertise to market your construction business to the right audience.

Click here to read about Real Estate Video Marketing Ideas For Homebuilders

Are you running out of ideas on how to improve your marketing?

Unless you are a marketing professional, you probably have limited knowledge on the subject. You may start to run out of ideas on how to step up your marketing efforts. That is when a real estate advertising agency can help.

Their focus and expertise is marketing. They know how to reach your potential audience using a variety of marketing tactics, many of which you have never even thought of. They can definitely give your marketing a positive boost.

Are you running low on time and/or resources to handle the marketing in-house?

You are a home builder. While marketing is part of your job, it is definitely not its main focus. Hiring someone from outside is an efficient use of time and resources. It will give your company more time and money to focus on attracting clients and building new homes. That way, you can keep costs down while improving your profits.

You Still Need to Be Involved

When you make the decision to outsource your marketing to a real estate advertising agency, you still need to be involved. Building homes is a very personal business. The advertising must reflect your approach to working with clients and building homes. Otherwise, potential clients are going to get confused, which erodes that critical trust required in the home construction business.

As stated before, only you can decide when to bring in an agency to handle your marketing needs. When you do make that decision, take the time to find an agency that can understand what you want to accomplish. That way, your advertising will reflect you and your business.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

trends in social media

Top Trends in Social Media

Today, a number of brands and advertising agencies rely on social media to connect with their audience. However, with so many companies competing with each other, it is important you look for ways to stand out. Also, creating content that is tailored to go viral or attract your customers. Monitoring and keeping an eye on social media trends can save you plenty of time and effort. This is allowing you to make the most of your audience’s short attention span. Here are some of the most important social media trends that you shouldn’t miss out on:

Going ‘Live’

Facebook Live has been a tremendous success as numerous brands are using the feature to broadcast events, launch new products or simply interact with their audience. However, simply going ‘live’ isn’t good enough as you’ll need to look for ways to engage with viewers by asking questions or suggestions. Live streaming also tests the commitment of your audience, which means that people who are uninterested in the subject will naturally stay clear.

Senior Living Tips for Facebook Advertising

Say Hello to ‘Snaps’ and Expired Content

SnapChat is living proof that you can exploit the audience’s sense of urgency by featuring content that will only last a short period of time. This type of content usually contains short video stories that only last for 24 hours from the initial posting time. Because users are always fearful of missing out on videos, this type of content creates an urgency, causing you to check your phone after every few hours. A number of brands and celebrities have been using snaps to announce exciting news or promote product launches. This helps marketing companies generate immediate results of their campaigns. Recently, Instagram stepped up a notch by introducing a polling feature that allows followers to cast votes on Instagram stories. Users can also customize their poll options to receive a more customized feedback.

Rise of Social-Chat Bots

Social media has revolutionized customer service by introducing chat bots. This is a kind of software application that is built to mimic human-conversation. The obvious benefit of a chat bot its immediate response. Customers don’t have to wait for brand-representatives to get back to their queries. Some chat-bots are used to build lasting relationships with potential customers and audiences. Another notable advantage of using chat bots is that you can always expect the program to be polite to people no matter how rude the customer replies may be.

Influencer Marketing

Influencers are people who have authority of a certain niche and possess the ability to influence a certain audience. In the past few months, you must have seen an incredible rise in influencer marketing, especially on Facebook, Twitter and Instagram. This provides marketing companies the chance to benefit from the influencer’s large social media following list. Brands typically use influencers to host competitions or collaborations that encourages the audience to follow the company’s social media profile.

social media marketing

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Improve Your Marketing Strategy By Asking These 4 Questions

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu – The Art of War

Often in business, we feel like we’re on a good marketing strategy. But, as we move further away from when that strategy was defined, we’re really just going through the motions. Activities are being completed, but we lose sight of why we are doing them and what they are supposed to accomplish. In addition, there can be changes in the marketplace, competitor’s messaging, consumer concerns, and even the methods of communication.

8 Tips on Social Media Best Practices For Your Business

Most companies review their strategies at year-end, but the best businesses are updating and improving their strategy more often than annually. By more frequently updating your marketing strategies and refocusing your activities, you will stay on track, get through all of the noise and reach your audience.

How about a summer strategy tune up?

Make sure that you’re staying on track to achieve your goals. Ask yourself these four questions:

  1. Does your media mix properly address the ever-changing ways your target audience consumes information?
  2. Is your messaging strategy corresponding with your current competitive advantages?
  3. Does your social media have a strong strategy that echoes your brand yet reaches beyond?
  4. Are there measurements to track whether or not your tactics are executing your strategy?

Stevens & Tate is a full-service advertising agency specializing in strategic creative thinking. Contact our team to discuss your marketing strategy today.

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truly supplements brand launch

Stevens & Tate Marketing Awarded For Brand Creation and Launch

Stevens & Tate Marketing awarded with three ‘American Package Design Awards’ from GD USA for brand development of their St. Catherine’s Village campaign and for Truly Supplements’ package design, brand creation and launch.

Stevens & Tate Marketing continues to make an impact in the health and wellness space with award-winning graphic design for two businesses. The Lombard, Illinois, agency was just recognized with three 2017 “Health and Wellness Design Awards” from Graphic Design USA for its St. Catherine’s Village branding campaign and for Truly Supplements’ package design, brand creation and launch.

According to the agency, branding and package design both have a significant impact on a consumer’s purchasing decision, and GD USA recognizes this. The annual awards celebrate innovation and excellence — not only in graphic appeal but also in a brand’s ability to create an emotional link with a shopper. For GoldenTree Brands, which owns the probiotic line Truly Supplements, enhancing the shopping experience is an essential part of brand development. Stevens & Tate has helped the company meet changing consumer demands in each channel by launching the Truly brand from scratch.

The brand design was executed to appeal to an upscale audience through sleek packaging and a thought-out strategy. Mark Beebe, partner and creative director at Stevens & Tate Marketing, said, “We really wanted to underline the organic and natural aspects of this product, which is why we went with the tea leaf logo design and vibrant colors. It is simple yet sophisticated.”

Knowing that health and wellness is becoming an increasingly dominant trend in today’s consumer market, the art department created something that would appeal to a conscientious female buyer. Lee Golden, CEO of GoldenTree Brands, acknowledged this by saying, “Stevens & Tate is an innovative marketing company with vast industry knowledge. They are very up-to-date with consumer trends and the design team has a wonderful flare for out-of-the-box thinking.”

Versatility is Stevens & Tate Marketing’s strong suit — designing with the consumer in mind has always been a main objective for the agency regardless of the client or market. When creating the award-winning campaign for St. Catherine’s Village, the team again utilized their strategic talent to construct key insights about the senior living community. In everything from the website to collateral pieces, engaging photography depicts seniors in action and “really living” in their environment, sending a message of non-exclusivity.

“The new responsive design puts finding information conveniently into the hands of users wherever they are,” said Beebe. “Beyond being mobile and search friendly, the website also focuses on lead generation, offering numerous conversion points throughout to engage readers — whether they are active seniors or their adult children.”

In addition to highlighting the friendly and comfortable atmosphere at St. Catherine’s Village through artwork, the choice wording of the campaign and it’s warm color scheme emphasize that the all-inclusive, continuing care retirement community is luxurious yet still attainable.

These three winning entries are among 66 awards and recognitions Stevens & Tate Marketing has earned since its inception in 1995.

“We’ve never entered this competition before and weren’t expecting to win – however, we took home the title for all three categories we submitted entries for,” said Beebe. “We are honored to be recognized for our ability to produce impactful work that influences the consumer’s behavior – not only by the design community, but also with the success of our clients. This continued response is the ultimate reward.”

To learn more about Stevens & Tate Marketing’s award-winning brand development and package design, view the agency’s online portfolio at www.Stevens-Tate.com/work. For more information on the GD USA Health and Wellness Design Awards or other work, call Mark Beebe at (630) 627-5200.

Stevens & Tate Marketing is a full-service advertising agency offering on-strategy creative, integrated message development and cost-effective media planning and execution. The team creates targeted solutions for clients within the food/grocery, retail, homebuilding/real estate, travel/tourism, business-to-business, health care and senior living industries. To learn more about how Stevens & Tate Marketing can help Make Things HappenTM for your business, call (630) 627-5200.

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