Best Advertising Agency: 6 Tips for Choosing One

June 10, 2026/in Articles /by Nicole Wagner

Marketing your company is a must if you have any hope for success. Unfortunately, marketing your company effectively can be very time-consuming and can require a significant amount of resources. It’s why many businesses choose to outsource to an advertising agency. There are many reputable agencies out there to choose from; however, there are also plenty of agencies that can do more harm than good. To make sure that the money you spend on an agency will actually translate to real results, use the following tips to hire the right advertising agency:

1. Find an Advertising Agency That Focuses on Culture

There are a lot of different factors that you should consider when comparing advertising agencies. However, one of the most important ones is the cultural fit. Make sure that the agency you hire shares the same core values as your business. A good agency that shares your values will be more collaborative and innovative. You should be able to get some sense of their culture by observing their work environment as well. If people seem active and cheerful at the same time, it’s a good sign.

2. Consider The Agency’s Talent

Arguably as important as an agency’s culture is their talent. Without talent, their culture will only take you so far. You want to work with an agency that isn’t conservative. This means that they’re not always looking to play it safe. You want an agency that’s ambitious and that is constantly looking to improve its abilities. You’ll also want to make sure that they are technologically literate. Speak with their HR team to learn about the types of people they tend to look for and hire. You should also look at their turnover rate. A high turnover rate tends to be an issue. It means that they’re either not hiring the right type of talent or that their talent tends to look elsewhere because the agency is a bad fit.

3. Don’t Rule Out Agencies Based On Location

Don’t limit your search for an advertising agency to your location. Location no longer means that much. After all, you don’t need to have in-person meetings with your agency all that often. In today’s connected world, it’s easy to keep in touch using email, online chat, video conferencing, and by phone. Additionally, it can actually benefit your company to look for an agency that’s outside of your area as it could provide you with an outside perspective. Such a perspective can really help freshen up your marketing efforts. By limiting your search to your location, you’ll limit your access to quality agencies and unique perspectives.

4. Don’t Rely Solely on RFPs

RFPs (requests for proposals) can be quite helpful, but you shouldn’t base your decision solely on an RFP. Many agencies excel at RFPs but only because they are opportunistic. When you review an RFP, speak with the agency’s leadership to get a feel for how passionate they are about the work that they do. Ask them about some of their greatest successes as well as some of their failures. The way an agency talks about their past failures can be very enlightening. After all, you’ll want an agency that is willing to reflect on its failures and learn from them.

5. Don’t Make Low Prices Your Main Priority

If you’re working with a limited advertising budget to begin with, you might be tempted to go with the agency that offers the most affordable rates. However, keep in mind that like with most things, you get what you pay for. If you go with the cheapest agency, it may result in lower quality work. They may even cut corners, which is the last thing you want when it comes to implementing a successful long-term advertising strategy.

6. Look Into Their Track Record

Do a little research into an agency’s past and current clients to get an idea of how effective they are as an advertising agency. If the agency has been around for a while, take note of its long-term clients. Clients that have stuck with them for a long time are a good indication of the agency’s quality and commitment. If an agency has a large turnover when it comes to clients, it’s often a bad sign. Be sure to ask the agency for references that you can contact as well.

Interactive Speaking & Marketing Consulting Experiences

Outsourcing your marketing efforts is generally a good way to save money over the long run and to ensure that you have an experienced team that you can rely on. Unfortunately, not all advertising agencies are reliable or even reputable, for that matter. As such, make sure that you use these six tips to find an advertising agency that will work closely with you to help you achieve your specific marketing goals.

Frequently Asked Questions About SEO & PPC

1. Is SEO really “free” compared to PPC?

While you do not pay Google or Bing a fee when someone clicks on your organic search listing, SEO is not truly free. It requires a significant investment of time, effort, and resources. To rank well, you must invest in high-quality content creation, technical website development, keyword research tools, and ongoing optimization. The primary difference is the payment model: SEO requires an upfront and ongoing resource investment that yields compounding long-term traffic, whereas PPC requires an immediate payment for every individual user action.

2. Can I stop doing SEO once my website ranks #1?

No. Search engine optimization is a continuous process. Search engine algorithms change frequently, and your competitors are constantly optimizing their own content to overtake your positions. Furthermore, your content can become outdated over time, leading to a drop in relevancy and rankings. Maintaining a top position requires continuous content updates, monitoring technical site health, and earning fresh backlinks.

3. How much should a business budget for PPC when starting out?

PPC budgets vary wildly depending on your industry, location, and the competitiveness of your target keywords. In highly competitive fields like legal, insurance, or software-as-a-service (SaaS), a single click can cost upwards of $20 to $100+. For most small to mid-sized businesses, it is recommended to start with a testing budget that allows for at least 100 to 200 clicks per month to gather statistically significant data. Partnering with a data-driven agency ensures this initial budget is spent efficiently rather than wasted on non-converting search terms.

4. Does running PPC ads help improve my organic SEO rankings?

Directly, no. Google keeps its paid search and organic search algorithms strictly separated; spending money on Google Ads will not artificially boost your organic rankings. However, there is an indirect benefit. Running PPC ads increases overall brand awareness. When users see your ads repeatedly, they become more familiar with your brand name, making them more likely to click on your organic listing when it appears in future searches.

5. How long exactly does it take to see results from SEO?

For a brand-new website or a domain with low authority, it typically takes 4 to 6 months of consistent optimization to begin seeing meaningful movement in search rankings and traffic. For highly competitive keywords, it can take closer to a year. However, if you are focusing on localized SEO or low-competition niche keywords, you may begin to see positive traction in as little as several weeks.

Latest Digital Advertising Trends Shaping Modern Marketing

June 10, 2026/in Articles /by Dan Gartlan

Regardless of its niche or size, every business must position itself in the market to become profitable. And with digital advertising trends coming up every now and then, it takes considerable effort, time, and resources to design an ideal marketing strategy that will work for your unique business.

As a marketer or business owner, digital advertising is crucial to the continuous growth of your products or business. But many do not know that keeping up with the most recent digital marketing trends often means spending your resources to update processes, upskill employees and acquire new systems and inventories. This explains why marketing takes a significant portion of the budget in most companies.

If you are considering updating or revamping your digital advertising strategy this holiday season, there’s a lot you stand to gain. Besides staying ahead of the competition, you also have the potential to reach new customers while building brand awareness. Here are some digital advertising trends you can implement in your business.

Personalization is Key

Before advertising any product or reserve, you must know who you target and why. Most businesses often run their digital advertising campaigns in silos without a keen understanding of their business, customers, and marketing goals.

For instance, if you advertise some digital products, you must first highlight the goals you want to accomplish. These goals should complement your overall marketing goals and be detailed enough to show who you want to target, when, and how often.

To streamline your digital advertising campaigns, you should have a personalization plan. Personalizing your digital ads means giving your prospects what they want when they want it. This helps optimize your campaigns and increase the chances that your prospects will take the desired action.

But how can you incorporate personalization into your digital advertising? Here are a few tips to consider:

Create in-depth customer profiles. Before you can target any of your prospects, you should group them accordingly. You can use AI technology to implement lead scoring and effectively segment your target market for proper personalization.
Leverage user data. A lot is nested in the user data collected in the various prospects’ touchpoints. A simple site visit, for example, can give many clues and insights into how the prospects interacted with the website and what needs improvement. You can then use these clues to create a winning video advertising campaign.
Use dynamic retargeting to re-engage your audience. Modern personalization techniques allow marketers to show certain ads to certain visitors, increasing the accuracy and effectiveness of digital advertising.

Video Ads are On the Rise

Video ads don’t particularly fall into the category of digital advertising trends since it’s been on the market for quite some time. However, this isn’t to say that video advertising is no longer relevant. In fact, recent statistics from Wyzowl show that 91% of businesses will use video as a marketing tool in 2023, up from 86% in 2022.

If you are wondering why the numbers favor video ads, you must first note that videos have a higher engagement than any other piece of content. Most people love visuals, and marketers are rethinking their digital advertising strategies to reflect this trend.

It’s worth noting that video advertising isn’t simple and often involves lots of creativity and expertise if it’s to make a huge impact. Here are some video advertising tips you can deploy to take your marketing to the next level.

Ensure the videos are relevant. You can have the best video ads in the world, but if they are irrelevant they will not convert. Relevancy in the digital advertising niche means different things to different people. But you can simply put it – the videos should speak to your prospects’ problems in a relatable, timely, and persuasive way.
Use user-generated video ads. Incorporating user-generated videos into your ads may seem impractical, but it’s easier than you think. All you need to do is ensure the video is edited for length and relevancy.
Use first-person experience videos. As the name suggests, first-person videos do away with voiceovers and spokespeople, centering the experience on the customers, business owners, founders, etc. The goal is to showcase some sense of presence, ownership, and authenticity of the brand.

Mobile Optimization

Mobile optimization is one of the digital advertising trends of 2023 that’s proving quite effective in the content marketing niche. With more people using their smartphones to access the internet, it’s becoming increasingly necessary for marketers to adapt their techniques to reflect this trend.

The other reason why a mobile-first marketing strategy is crucial is that new technologies such as AR and VR are predominantly app-based, making smartphones and mobile experiences the absolute winner.

By optimizing content for mobile, marketers and business owners can increase the visibility of their products and brands, helping drive the conversation. Using video content as an example, here are a few mobile optimization techniques you can implement:

Use square and vertical videos. Most videos with an aspect ratio of 4:5 are ideal for smartphone users and would work best for social media channels like Facebook and Instagram. For YouTube videos, an aspect ratio of 16:9 is ideal.
Keep the videos short. The video ads should be short and engaging.
Feature the brand or product message early. Since the video is short, ensure you feature the brand early enough. This ensures prospects know what you are promoting as soon as the ad plays.

Make Digital Advertising a Breeze

Digital marketing is one of the highly dynamic fields, and as a digital marketer, you need to stay up to date with the latest digital advertising trends. The three tips we highlighted above are just a few of the many, so feel free to research and try different techniques before picking the best.

Besides being on the lookout for new digital marketing trends, it’s crucial to constantly review your digital marketing strategies to know whether they are effective. You can seek expert help when monitoring your digital marketing strategies to ensure you have the upper hand.

Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals. He does this with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years of experience across various industries. He continues to share and build brands nationwide.

Improve Market Presence Through Attraction Marketing

June 6, 2026/in Articles /by Dan Gartlan

Over the past two years we have been asked by many companies what they can be doing themselves to improve their result in marketing. Budgets are tight and often people have time on their hands due to decrease workloads or seasonality. In June 2009 we began work on strategies that companies can implement with their team to build their business. During the process it became clear that, in order to control spending the focus would need to be on non-media strategies. Further discussion led us to the term “Attraction Marketing.” In short, Attraction Marketing improving your attractiveness to your prospects, to the marketplace.

We all personally want to be seen as attractive, be respected, admired, relevant. Similarly, Attraction Marketing addresses topics that can help create these perceptions for businesses.

Some of the strategies we will cover will be familiar to you, though we hope to get you to think about it a little differently. Some of the tactics you may already be doing, and that’s great. Hopefully we can show you how these things as connected and building on each other.

Stevens & Tate Marketing have been the test group for Attraction Marketing for 12 months now. In the postings I will tell you what worked for us and speak to our results. I will offer suggestions on how to lead the process through developing management and tracking. So join me is as I cover topics like All Dressed Up, Show Up In Style, Be Impressive, Become A Socialite, Lend A Hand, Stay Top Of Mind over the next few months.

How to Develop an Outstanding Business Development Plan

June 5, 2026/in Articles /by Dan Gartlan

Developing a great business development plan requires a strategic mindset, comprehensive analysis, and meticulous execution. This may involve pursuing new market opportunities, diversifying products or services, expanding into untapped regions, forging strategic alliances or partnerships, or enhancing customer engagement. The strategies should be realistic, measurable, and time-bound to ensure effective execution.

The business development plan should include a well-defined implementation process with clear responsibilities and timelines. It is essential to allocate sufficient financial and human resources to execute the plan effectively. Regularly monitoring and evaluating progress against the set targets is critical, allowing for timely adjustments and corrective actions when necessary. By creating a well-structured plan that aligns with the organization’s goals, identifying growth opportunities, and implementing effective strategies, businesses can position themselves for long-term success and remain competitive in a rapidly evolving marketplace.

Here are 8 proven steps to developing a winning business development plan:

1. Conduct a Comprehensive Business Analysis

Before looking outward for growth, you must look inward. Conduct a thorough analysis of your internal capabilities, market trends, customer demands, and current competition.

Through a comprehensive analysis, you can identify your business’s strengths, weaknesses, opportunities, and threats (SWOT analysis) and capitalize on your advantages while mitigating risks. It helps in understanding the market landscape, target audience, and emerging trends, enabling you to effectively align your development plan with market demands and customer expectations. Additionally, analyzing competitors’ strategies and industry benchmarks allows you to differentiate yourself from the crowd and gain a significant competitive edge.

2. Define Clear Goals and Objectives

Clearly defined goals and objectives provide a sense of direction and purpose, guiding the entire development process toward success. By setting specific, measurable, attainable, relevant, and time-bound (SMART) goals, you can effectively chart your path to growth and expansion.

Furthermore, clear goals and objectives provide a basis for evaluating the plan’s progress and success. They enable your organization to track key performance indicators (KPIs), measure performance against targets, and make data-driven adjustments if necessary. Regularly reviewing and assessing the progress towards these goals allows for continuous improvement and ensures that your plan remains aligned with the evolving business landscape.

3. Identify Target Markets and Ideal Customers

Identifying target markets and ideal customers enables you to concentrate your efforts, align your strategies with customer needs, and seize lucrative opportunities for sustainable growth and success.

Why IPC Matters: Pinpointing ideal customers also empowers you to discover untapped opportunities and niche markets that align with your strengths and capabilities. This knowledge allows you to position yourself effectively, stand out from competitors, and tailor your offerings to meet the unique demands of your ideal customers.

4. Craft a Compelling Value Proposition

A compelling value proposition serves as the foundation that defines the distinct value your business offers to its target customers, setting it apart from competitors. By presenting a clear and engaging message, the value proposition becomes the linchpin of the plan, resonating with the intended audience.

Additionally, a compelling value proposition guides the strategic decisions and actions outlined in the business development plan. It assists in identifying target markets, shaping marketing strategies, and determining pricing and positioning approaches. The value proposition ensures that all activities and initiatives align with your business’s unique value, creating a unified and consistent customer experience.

5. Create Lead Generation Strategies

Lead generation strategies play a critical role in attracting potential buyers and nurturing them into loyal patrons. You cannot rely on a single channel; a robust strategy combines inbound methods (like content marketing, SEO, and webinars) with outbound methods (like targeted email campaigns and LinkedIn networking).

By implementing robust lead generation strategies, you can generate a consistent flow of qualified leads, nurturing them through the sales funnel and converting them into loyal customers. This drives revenue growth, enhances customer relationships, and fuels the overall success of the business development plan.

6. Establish Sales and Conversion Processes

Establishing effective sales and conversion processes can help streamline your operations and maximize the conversion of leads into paying customers. Having well-defined sales processes enables businesses to effectively manage leads and guide them through each stage of the sales funnel. This includes activities such as lead qualification, nurturing, and closing.

By implementing standardized processes, you can ensure consistency, efficiency, and effectiveness in your sales efforts. This helps identify bottlenecks, optimize the customer journey, and improve conversion rates.

7. Monitor, Evaluate, and Adapt

Monitoring involves tracking and evaluating the implementation of the plan’s strategies and goals to ensure effective and efficient execution. By monitoring progress, you can identify areas of success and areas that may require adjustment, enabling you to stay on track and achieve desired outcomes.

Regular monitoring allows you to assess key performance indicators (KPIs) and measure progress against set targets. This data-driven approach provides valuable insights into the plan’s effectiveness, enabling timely adjustments and corrective actions when necessary. Monitoring progress ensures you allocate resources appropriately and align activities with the plan’s objectives.

8. Build Strategic Partnerships

Strategic partnerships allow you to access new markets or customer segments that may have been difficult to penetrate independently. By leveraging the partner’s existing customer base or distribution channels, you can significantly accelerate growth and expand your customer reach more effectively. Moreover, strategic partnerships help in fostering knowledge sharing and innovation.

Frequently Asked Questions

What is the difference between a business development plan and a sales plan?

While they work together, they have different scopes. A sales plan focuses purely on hitting specific revenue targets, closing deals, and managing the immediate sales pipeline. A business development plan is broader and long-term—it focuses on finding new markets, establishing strategic partnerships, identifying new channels, and creating the structural opportunities that allow the sales team to succeed.

How often should a business development plan be updated?

A business development plan should be treated as a living document. While the core long-term vision and annual SMART goals should remain stable, the tactical execution strategies should be reviewed quarterly. A comprehensive overhaul or major adjustment should happen annually to account for shifts in market trends, economic changes, or new competitive threats.

What are the most critical KPIs to track in business development?

The most critical metrics depend on your specific goals, but generally include:

Pipeline Value: The total potential revenue of all qualified opportunities.
Lead-to-Opportunity Conversion Rate: The percentage of raw leads that turn into viable business opportunities.
Partnership ROI: Revenue or leads generated through strategic alliances.
Customer Acquisition Cost (CAC): The total resources spent to acquire a new client.

How long does it typically take to see results from a new plan?

Because business development focuses on relationship-building, market entry, and strategic positioning, it is a long-term play. While quick wins can happen within the first 30 to 60 days, meaningful, systemic results (such as new market penetration or mature partnership revenue) typically take 6 to 12 months to fully realize.

Bottom Line

Developing a successful business development plan requires a strategic and systematic approach. By following the steps outlined above, B2B organizations can drive customer base expansion, lead generation, and sales growth. Regularly monitor, evaluate, and adapt your plan to ensure sustainable growth and profitability.

Fostering a culture of innovation, adaptability, and continuous improvement is crucial for developing sustainable business growth. It encourages collaboration across different departments, facilitates knowledge sharing, and promotes a customer-centric approach.

How to Create Taglines That Customers Actually Remember

June 1, 2026/in Advertising, Articles, Directors, Marketing Strategy /by Mark Beebe

A great tagline can do more than sound clever—it can shape how people remember your brand for years. Think about the phrases that instantly bring a company to mind. The strongest taglines communicate value, personality, and purpose in just a few words. But creating one that sticks isn’t as simple as stringing together a catchy phrase.

For brands looking to strengthen recognition and improve messaging consistency, developing effective brand taglines is an essential part of long-term strategy.

Why Taglines Matter in Branding

A tagline is a short phrase that reinforces your brand identity and helps audiences understand what makes your business distinct. Unlike a slogan, which may support a temporary campaign or promotion, a tagline is typically more enduring and closely tied to your overall positioning.

An effective tagline helps brands:

Increase memorability
Clarify their value proposition
Create emotional connection
Differentiate from competitors
Reinforce brand voice across channels

At Stevens & Tate, we often see businesses invest heavily in logos, websites, and advertising while underestimating the power of a strong tagline. Yet sometimes the smallest piece of copy becomes the most recognizable part of a brand.

What Makes a Tagline Memorable?

Not every short phrase qualifies as a good tagline. The most memorable ones share a few common characteristics.

1. Keep It Simple

Complex messaging is difficult to remember. The best taglines are concise and easy to repeat. Aim for clarity over cleverness.

A good rule: if someone can’t recall it after hearing it once or twice, it may be too complicated.

2. Focus on Brand Value

Your tagline should communicate something meaningful about your brand. Ask yourself:

What problem do we solve?
What emotional benefit do customers get?
What do we want to be known for?

Effective brand taglines don’t just sound nice—they reinforce why customers should care.

3. Make It Distinctive

Avoid generic phrases that could apply to almost any company. “Quality You Can Trust” or “Solutions for Success” may sound professional, but they lack originality.

Instead, look for language unique to your positioning, audience, or personality.

4. Appeal to Emotion

People remember how brands make them feel. Taglines that inspire confidence, excitement, comfort, or aspiration tend to leave stronger impressions.

A memorable tagline often connects functional benefits with emotional meaning.

5. Ensure Longevity

A tagline should ideally support your brand for years, not just months. Avoid trendy language or references that may quickly feel dated.

Before finalizing, ask whether the line will still feel relevant as your business evolves.

Steps to Create Effective Brand Taglines

Creating a strong tagline is part creative exercise, part strategic refinement.

Start With Your Brand Positioning

Before brainstorming language, define your core identity:

Mission
Audience
Differentiators
Brand promise
Voice and tone

Without this foundation, even a catchy phrase can feel disconnected.

Brainstorm Broadly

Generate a wide range of options before narrowing down. Experiment with:

Short statements
Questions
Benefit-driven phrases
Emotional language
Wordplay (used sparingly)

Quantity matters early in the process.

Test for Memorability

Once you have a shortlist, test options internally or with customers.

Ask:

Which phrase is easiest to remember?
Which best reflects the brand?
Which creates the strongest emotional reaction?

Sometimes the line your internal team loves isn’t the one customers retain.

Check Practical Usage

A tagline should work seamlessly across:

Website headers
Social media bios
Packaging
Advertising
Email signatures
Presentations

Make sure it’s flexible enough for real-world application.

Common Mistakes to Avoid

Brands often weaken their messaging by making avoidable tagline mistakes.

Being Too Vague

If your tagline could belong to five competitors, it isn’t doing enough.

Over explaining

Trying to say too much creates clutter. Brevity is part of the power.

Prioritizing Cleverness Over Clarity

A witty phrase may feel creative but confuse your audience.

Ignoring Audience Perspective

What sounds compelling internally may not resonate externally. Always consider customer interpretation.

How Stevens & Tate Approaches Tagline Development

At Stevens & Tate, tagline creation is treated as a strategic branding exercise rather than a standalone copywriting task. A memorable tagline emerges from understanding audience behavior, market positioning, and long-term brand goals.

By aligning messaging strategy with creative execution, brands can develop effective brand taglines that strengthen recognition and improve consistency across every touchpoint.

Frequently Asked Questions

What is the difference between a tagline and a slogan?

A tagline is usually a long-term phrase tied to your brand identity, while a slogan is often campaign-specific and temporary.

How long should a brand tagline be?

Most strong taglines are between 3–7 words. The goal is brevity without sacrificing meaning.

Can businesses change their tagline?

Yes, but frequent changes can weaken brand recognition. Update only when your positioning or strategy significantly evolves.

Should my tagline include my product or service?

Not necessarily. Many memorable taglines focus more on brand promise or emotional value than literal offerings.

Why are effective brand taglines important?

They improve memorability, communicate differentiation, and create stronger emotional associations with your brand.

Conclusion

A memorable tagline is one of the most efficient tools in branding. In just a few words, it can clarify your message, strengthen recognition, and help customers instantly connect with what your business stands for.

Creating effective brand taglines requires more than creativity alone—it demands strategic clarity, audience understanding, and disciplined editing. When done well, a tagline becomes more than a phrase; it becomes part of how customers remember you.

For brands looking to sharpen their messaging and create stronger brand recall, Stevens & Tate understands that sometimes the smallest words leave the biggest impression.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

How to Get Your Website Recommended by AI (Like ChatGPT)

May 21, 2026/in AI, Articles, Directors, SEO /by Terry Becker

The New SEO…GEO (Generative Engine Optimization)

Not long ago, the goal of most websites was simple: show up on the first page of a search engine like Google. Today, there’s a new layer of visibility. People now ask AI tools like ChatGPT, Claude, and Perplexity for answers instead of scrolling through pages of results. That means businesses need to think about AI website visibility, not just traditional SEO.

Which raises an important question…How do you get your website mentioned by AI when someone asks a question? The answer isn’t a secret trick. It’s a combination of credibility, clarity, and structure. Let’s break it down.

Businesses looking to improve AI website visibility should start with a strong website optimization strategy.

1. Write Content That Clearly Answers Questions

AI tools are designed to answer questions. So, the websites they reference tend to do the same.

Instead of vague marketing copy, focus on direct, helpful explanations.

For example, articles that start with questions like:

“What is AIQ (Artificial Intelligence Quotient)?”
“How long should a nap be?”
“What is the difference between AR, VR, and XR?”

These types of posts work well because they mirror how people ask questions to AI.

Tip: Use clear headings that resemble the question someone might ask.

Google has continued to emphasize helpful, people-first content, which is why clear answers matter for both search engines and AI tools.

2. Be Specific and Educational

AI systems prioritize sources that teach something clearly.

Content that performs well typically includes:

Definitions
Step-by-step explanations
Examples
Supporting references

Think of your article less like a sales pitch and more like a mini guide or reference page. The more useful your explanation is, the more likely an AI model will treat it as a reliable source.

3. Structure Content for AI Website Visibility

Like Search Engines, AI tools scan content for structure. Pages that are easy to parse are far more likely to be used as sources.

Helpful structures include:

Clear H1, H2, and H3 headings
Bullet lists
Short paragraphs
FAQ sections

Bad structure includes long walls of text.

Good structure includes:

What it is
Why it matters
How it works
Examples

This makes it easier for AI systems to extract answers.

The easier your content is to understand, scan, and trust, the more useful it becomes for both people and AI-powered search tools.

4. Demonstrate Authority

AI systems favor websites that show expertise.

Some signals of authority include:

Author names and bios
Citations to credible sources
Original insights or research
Consistent publishing on a topic

For example, if someone repeatedly writes about AI prompts, extended reality, or attention and focus, their site becomes a stronger reference on those topics.

Consistently publishing helpful SEO and digital marketing content can also improve long-term visibility online.

Search engines and AI tools are more likely to trust content that is accurate, helpful, and supported by credible sources.

5. Publish Content That Others Reference

One of the biggest signals AI models use is how often a source is referenced across the internet.

Ways to strengthen this include:

•Publishing original ideas or frameworks

•Writing about niche topics in depth

•Getting cited by other blogs or newsletters

•Posting on multiple platforms that link back to your article

If multiple places reference your content, AI systems see it as more trustworthy.

OpenAI has also shared that AI search experiences can include links to relevant web sources, making trustworthy content even more important.

6. Keep Your Content Updated

AI assistants increasingly rely on recent information, so updating articles with:

•New data

•Improved explanations

•Additional sections

helps signal that the content is still relevant.

Think of your article as a living resource, not something you publish once and forget.

Quick Tips: How to Get Your Website Mentioned by AI

If you want AI tools like ChatGPT to reference your site, focus on these steps:

Write question-based articles
Create posts that directly answer common questions.
Be clear and educational
Explain concepts in simple language with examples.
Structure content well
Use headings, lists, and short sections.
Show expertise
Include author info, research, and consistent topics.
Earn references
Get your content cited or shared on other websites.
Update regularly
Refresh articles so they remain current.

FAQs About Getting Your Website Recommended by AI

How do AI tools decide which websites to reference?
AI tools tend to pull from content that is clear, structured, and easy to understand.
Pages with strong explanations, helpful examples, and reliable sources are more likely to be referenced.

Is GEO replacing SEO?
Not completely. SEO still matters, but GEO adds another layer. Instead of only optimizing for rankings, brands also need to create content that AI tools can easily interpret and summarize.

Many businesses are now combining traditional SEO strategies with AI-focused content optimization to improve online visibility.

How often should website content be updated?
Review important website pages and blog posts regularly.
Updating statistics, links, and examples helps keep content accurate and useful.

There’s been a big shift in how we search for information on the web. Search engines like Google once rewarded keyword optimization and backlink strategies. Today, AI assistants such as ChatGPT are increasingly prioritizing clear explanations, structured content, and trustworthy sources.

If you focus on writing content that genuinely answers questions better than anyone else, your website has a much better chance of being the resource AI recommends.

Wondering how your website content stacks up? Stevens & Tate can help improve website structure, content clarity, and digital visibility through strategic content and SEO improvements.

Contact Stevens & Tate Marketing today to learn how to optimize your content for AI visibility and the next generation of search.

Target Advertising Strategy: Powerful Techniques for Targeted Marketing

May 20, 2026/in Articles, Blog, Directors, Marketing Strategy /by Mark Beebe

The Evolution of Targeted Digital Advertising: How to Engage Audiences Without Crossing the Line

The data surrounding digital consumer sentiment and ad volume reveals a fascinating paradox. According to recent survey data, 86% of adult Americans do not want political ads tailored to their specific interests. Consumers are increasingly sensitive about how their personal information is collected and used.

Yet, on the commercial side, digital ad volume is exploding at an unprecedented scale. To put this growth in perspective, consider that U.S. internet users were served 1.11 trillion display ads in a single quarter back in 2011. Today, display advertising revenue has surpassed $10.9 billion—a staggering figure for a channel that didn’t even exist a few decades ago.

It is worth remembering that the digital ad industry was born on October 27th, 1994, when the very first banner display ads appeared on Hotwired.com. What began as a simple experiment has transformed into a massive economic engine. Furthermore, forecasts from Forrester Research project that interactive display advertising will climb to $28 billion, while total interactive marketing spend will reach $77 billion—effectively matching traditional television advertising budgets.

If your product, business, or brand hasn’t fully embraced targeted digital channels, the question becomes: what is holding you back?

Why Targeted Advertising Matters for Modern Brands

Targeted advertising allows companies to stop relying on broad, wasteful marketing campaigns and start delivering relevant messages to high-intent audiences. Instead of paying to reach everyone in the hope of catching a few interested buyers, targeted marketing lets you focus your budget on the individuals most likely to convert.

However, executing an effective targeting strategy requires leveraging the right channels and tools.

Successful Marketing Campaigns: Lessons from a Billion Dollar Campaign

May 18, 2026/in Articles /by Mark Beebe

H&R Block’s campaign strategy highlights how seasonal marketing can create urgency and drive consumer engagement during tax season. By focusing on the common fear of missing out on potential tax refunds, the brand positioned itself as a helpful solution for consumers who may feel uncertain about filing on their own. According to the IRS, millions of Americans continue to file their taxes independently each year, creating strong competition among tax preparation services.

Why This Marketing Campaign Works So Well

What made the campaign especially effective was its integrated approach across multiple channels, including television, digital advertising, radio, billboards, and social media. Rather than relying on a single advertisement, H&R Block reinforced the same core message consistently throughout the tax season, helping the campaign stay top-of-mind during a highly competitive time of year.

The campaign also demonstrates the importance of investing in advertising during key consumer decision-making periods. Tax season provides a limited but valuable opportunity for companies like H&R Block to connect with consumers actively searching for financial guidance and tax preparation services. By combining emotional appeal with clear messaging and broad media placement, the brand successfully created awareness and encouraged consumers to take action.

Recent marketing industry research from Statista also continues to show the importance of seasonal advertising and consumer-focused messaging in competitive service industries.

Ultimately, the campaign serves as a strong example of how strategic timing, audience targeting, and multi-channel marketing can increase visibility and strengthen consumer trust during a seasonal marketing window.

How Ethical Marketing Builds Long-Term Customer Loyalty

May 15, 2026/in Advertising, Articles, Directors, Marketing Strategy /by Nicole Wagner

Strong customer loyalty strategies are no longer built on promotions alone. Today’s consumers are more informed, values-driven, and intentional about the brands they support. At Stevens & Tate, we believe ethical marketing is one of the most effective ways to build trust, strengthen relationships, and create long-term customer loyalty.

Ethical marketing focuses on transparency, honesty, and customer-first communication. Rather than prioritizing short-term gains, it emphasizes authentic engagement that aligns with both customer expectations and brand values.

What Is Ethical Marketing?

Ethical marketing refers to promotional strategies grounded in honesty, fairness, and social responsibility. This includes everything from truthful advertising and transparent pricing to responsible data collection and inclusive messaging.

Brands that market ethically prioritize long-term relationships over immediate conversions, creating stronger customer trust over time.

Why Ethical Marketing Matters

Consumers are increasingly paying attention to how brands communicate and operate. Misleading claims, invasive data practices, or inconsistent messaging can quickly damage credibility.

Ethical marketing helps brands:

Build trust and credibility
Strengthen brand reputation
Improve customer retention
Differentiate from competitors
Foster stronger emotional connections

At Stevens & Tate, we see ethical marketing as a foundational element of sustainable growth.

How Ethical Marketing Supports Customer Loyalty

1. Builds Trust Through Transparency

Customers are more likely to stay loyal to brands they trust. Clear messaging, honest claims, and straightforward communication reduce skepticism and increase confidence.

2. Creates Authentic Brand Relationships

Consumers want to support brands that feel genuine. Ethical marketing encourages meaningful interactions instead of overly aggressive sales tactics.

3. Aligns With Consumer Values

Modern customers often choose brands based on shared values. Ethical marketing demonstrates accountability and social awareness, strengthening emotional connection.

4. Improves Customer Experience

Respecting customer privacy, communicating clearly, and delivering on promises all contribute to a more positive brand experience.

5. Encourages Advocacy and Referrals

Loyal customers are more likely to recommend brands they trust. Ethical marketing helps turn satisfied customers into long-term advocates.

Key Ethical Marketing Practices

Businesses looking to strengthen their approach should focus on:

Honest advertising and messaging
Transparent pricing and policies
Responsible data collection and privacy practices
Inclusive and respectful content
Authentic sustainability or social impact initiatives

At Stevens & Tate, we help brands integrate these principles into broader marketing strategies that support both performance and long-term trust.

Frequently Asked Questions

What is ethical marketing?
Ethical marketing is the practice of promoting products or services through honest, transparent, and socially responsible strategies.

Why is ethical marketing important?
It helps businesses build trust, strengthen reputation, and create stronger long-term customer relationships.

How does ethical marketing improve customer loyalty?
Ethical marketing fosters trust, aligns with consumer values, and creates positive experiences that encourage repeat business.

What are examples of ethical marketing?
Examples include truthful advertising, transparent pricing, responsible data practices, and authentic brand messaging.

How can Stevens & Tate help with ethical marketing?
Stevens & Tate develops strategic marketing solutions that balance performance with authenticity, helping brands build stronger customer relationships.

Conclusion

Ethical marketing is more than a trend—it is a long-term business strategy that strengthens trust, builds credibility, and supports lasting customer relationships. Brands that lead with transparency and authenticity are better positioned to earn loyalty in increasingly competitive markets. By implementing stronger customer loyalty strategies, businesses can create meaningful customer connections that drive retention, advocacy, and sustainable growth—with strategic guidance from Stevens & Tate.

Attraction Marketing Strategy to Attract More Customers Online

May 14, 2026/in Articles, Directors, Marketing Strategy /by Dan Gartlan

Attraction Marketing in 2026: How Modern Brands Build Momentum & Authority

Many businesses still approach marketing as a series of seasonal spurts—planning quarterly campaigns, running ad bursts, or updating a few listings when sales slow down.

The challenge? Your competitors are doing the exact same thing, and AI-driven channels have flooded the market with low-effort noise.

In today’s crowded ecosystem, simply throwing more budget at traditional advertising is neither realistic nor effective. With buyers relying heavily on AI search engines, peer recommendations, and dark social channels, brands need smarter ways to attract prospects and stay memorable year-round.

That is where Attraction Marketing becomes your primary growth driver.

What Is Attraction Marketing?

Attraction Marketing is the process of making your company, products, and brand culture magnetizing to your ideal audience through intentional, ongoing value delivery.

Rather than relying strictly on cold outreach or disruptive ads, Attraction Marketing focuses on building trust, authority, and engagement so qualified prospects naturally seek out your business.

At its core, Attraction Marketing positions your brand as:

Relevant to evolving customer pain points
Knowledgeable backed by proprietary data and real human expertise
Trustworthy in an era of AI-generated content saturation
Frictionless and easy to connect with across every digital touchpoint

When executed effectively, this approach strengthens relationships with existing customers while creating a sustainable inbound pipeline.

Key Attraction Marketing Strategies for Modern Growth

1. Optimize Your Digital Front Door for Human & AI Search

Your website is no longer evaluated solely by human visitors—it is analyzed by AI search models (Generative Engine Optimization or GEO) and synthesized for buyers before they ever land on your homepage.

Prioritize Frictionless UX: Ensure lightning-fast mobile performance, clear messaging, and zero-click value.
Optimize for Generative Search: Structure your content with clear, authoritative data so AI assistants recommend your solution during buyer research.
Reduce Conversion Friction: Use direct scheduling links, interactive tools, or instant AI chat helpers with seamless human handoffs.

2. Turn Events & Trade Shows into Hybrid Content Engines

Field marketing and industry conferences remain high-ROI touchpoints when integrated into your digital ecosystem rather than treated as isolated events.

Pre-Event Engagement: Schedule strategic 1-on-1 meetings and run hyper-targeted LinkedIn campaigns weeks before the event.
On-Site Content Creation: Use your booth to record short video interviews, podcast clips, or live expert Q&As.
Rapid Multi-Touch Follow-Up: Implement automated, personalized nurture sequences within 24 hours of badge scans.

3. Establish Genuine “Human-First” Thought Leadership

With AI producing endless generic articles, basic blog posts no longer build authority. Modern thought leadership requires authentic human perspective, original data, and founder visibility.

Publish Proprietary Insights: Share original research, industry benchmarks, and real customer case studies that AI cannot replicate.
Diversify Media Formats: Expand into executive podcasts, video breakdowns, and interactive webinars.
Embrace Founder & Employee Advocacy: Buyers trust individual subject matter experts far more than faceless brand pages.

4. Build Community on Modern Social & Dark Channels

Social media marketing in 2026 goes beyond broadcasting corporate promotional posts. Successful brands focus on building active communities across public and dark social channels (industry Slack groups, private newsletters, and messaging networks).

Embrace Short-Form Video: Share micro-insights, behind-the-scenes culture, and quick product tutorials.
Spark Two-Way Conversations: Host live Q&As, comment on industry discussions, and actively engage with prospective accounts.
Showcase Real Impact: Feature customer success stories and employee spotlights to humanize your organization.

5. Drive Meaningful Community & Corporate Impact

Purpose-driven initiatives continue to influence buyer decisions, particularly when evaluating long-term partners.

Authentic Local & Industry Involvement: Partner with cause-driven organizations or offer pro bono support to emerging innovators in your sector.
Employee-Led Giving: Align corporate initiatives with the causes your internal team actively supports, boosting both internal culture and brand reputation.

DOWNLOAD OUR GUIDE TO SUCCESSFUL TRADE SHOW MARKETING

6. Maintain Continuous Nurture & Lifecycle Engagement

One-off emails are easily ignored in crowded modern inboxes. Building lasting brand recall requires dynamic, behavioral-based communication sequences that deliver value based on user action.

Hyper-Personalized Email Journeys: Trigger content based on product interaction, site behavior, and previous buyer stage.
Multi-Channel Consistency: Blend email, SMS (where appropriate), retargeting, and high-touch physical touchpoints for strategic accounts.
Focus on Retention: Keep existing clients engaged with exclusive updates, early product access, and educational resources.

The Power of Continuous Marketing Momentum

Marketing success rarely comes from short-term bursts. The most resilient brands build a repeatable growth engine with clear ownership, continuous iteration, and transparent performance tracking.

By maintaining consistent, high-value visibility year-round, you build compounding trust—ensuring your brand is the obvious choice when a prospect is ready to purchase.

Conclusion & Next Steps

Attraction Marketing is about creating an end-to-end brand experience that consistently pulls buyers toward you through value, credibility, and seamless engagement.

Ready to audit your strategy and build a continuous growth engine?

Evaluate Your Digital Experience: Test your mobile checkout or contact flow on a smartphone to catch friction points.
Review Your Content Mix: Ensure your editorial calendar maintains an 80/20 balance of genuine educational value versus promotional calls-to-action.
Audit Your Nurture Flows: Update automated email templates to ensure single-column mobile readability and personalized messaging.

Streamlining your brand experience, positioning your team as trusted experts, and maintaining consistent multi-channel visibility will immediately elevate your brand authority and conversion rates.