Author Archives: Melanie Stern

Avatar for Melanie Stern

About Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

When Drug Rehab Marketing and Sales Fail: Why Tracking Keeps Them Aligned

This entry was posted on by .

Drug Rehab Fail: Got Tracking

There’s an all too common phenomenon in companies across America that lives in marketing departments. In fact, it’s the last place we’d think would have this problem, but it’s not just evident; it’s a cesspool of inefficiency rooted in a lack of communication. Really? In the marketing department comprised of so-called experts in the field of communication? Yes.

And it’s no different with drug rehab marketing and sales. In actuality, this conundrum makes the addiction treatment business more challenging. We thought we’d provide some relief by sharing why tracking your efforts keeps your business better aligned.

Visual Cues Show Evidence of Addiction Treatment Marketing Mismatches

Let’s start with a simple illustration to represent ad marketing misalignment. First, hold up your right and left hands in front of you. The left hand represents your sales; your right hand represents marketing strategy and execution. Now, instead of your hands facing each other, they look in opposite directions. How can they work together when they are having separate conversations?

In order for sales and marketing to work cohesively, they must be agile and fluid, yet able to shake hands. If you haven’t taken a look at what your website is ranking for on a monthly basis, it holds the key in what you’re hitting and what you’re missing in client retention and prospect reach. It starts with a plan.

Not two plans — a single plan that encompasses sales and marketing in a way that champions both modalities and sets up a success matrix that is only achievable if they work together. Yeah, I know, good luck with that.

Sales and Marketing – Getting Past the Egos

Since the advent of advertising, sales was the evil stepchild of creative that spun into marketing as well. According to sales, marketing doesn’t know their head from their … well, you know what I mean. It could be laughable if it wasn’t such a serious fatal flaw to most companies. In truth, sales needs marketing to help them reach a large audience. In turn, marketing needs sales to better understand their customers, their industry and the need that brings them all together. Sales and marketing are best utilized as a collective funnel, not segmented silos that never touch.

In a recent article in Forbes magazine, research helps build a case for this business model: “When sales and marketing get on the same page, companies see, on average, a 67 percent improvement in closing sales and a 36 percent increase in customer retention.”

When you lead with your product or service, it creates a shared goal between sales and marketing that is much easier to accept and deliver on.

Organize Your Goals by Monitoring Inbounds and Outbounds

You could be spending more money than your competition, but if you’re not doing anything to track it, you’re throwing money and time down the drain. And unless you’ve just won the billion-dollar lottery, your drug rehab probably isn’t looking for a business loss to offset gains.

If you’ve got any broad scope marketing plan in place (and if you’re a new addiction treatment facility or service, pay attention) watch where your admits are coming from. Inbound marketing, which includes web content, social media and search engine optimization (SEO), is useful in getting your company brand and associated stories out into the world. Just because it’s award-winning creative doesn’t mean it’s getting results.

Make sure you have a person within your organization or external agency keeping a watchful eye on the responsiveness and overall engagement of each. See how often specific webpages, blogs, videos and other social content are viewed. From there, you’ll know what’s getting the most interest and where you need to make adjustments.

Outbound marketing is a different animal and not for the thin-skinned. It’s found in:

  • Event marketing
  • Telemarketing
  • Radio and TV spots
  • Press releases
  • Billboards
  • Direct mail
  • Email
  • The use of swag

To put it simply, outbound marketing casts the widest net of reach to consumers or B2B, with less desirable results because there is less of a niche to the audience.

Make sure to take an accounting of what inbound and outbound efforts rein in as far as ROI, and then alter the percentages where needed to get the desired results.

Lead Generation Results Are Multi-Layered, with Value in Each

Difference between Hot, Medium, and Cold Leads

Everyone wants the hot leads, the ones that respond to exactly what you have to offer and are ready to convert, now. Striking while the iron is hot is great for sales, though many forget the value of warm and even cold leads, especially in the addiction treatment and recovery space. Here’s why:

  • Often, it takes a prospect multiple media impressions before they go “hot.”
  • Cold leads may provide touchpoints for outbound marketing:
    • Wider net of outreach.
    • Most people know someone with a drug or alcohol problem.
    • Can help build referral base.

With any lead generation program, be sure to segment your leads and respond in the best manner possible to generate the most appeal for hot, warm and cold leads.

Web Chat Delivers in an Instant

To enhance the ability to capture leads as soon as they come to your website, consider using a web chat service. With it, you never miss an opportunity to engage with a prospect because the system does it for you.

The benefits to web chat are numerous and include:

  • Immediate engagement
  • Segments leads (hot, warm, cold)
  • HIPAA-compliant marketing tool
  • Secure and password protected
  • Delivers each lead to your email, mobile device or both
  • Increases leads, on average, from 35% to 40%

Understanding your cost per lead (per method used) may rule out some of what you’re already doing to bring in prospects and conversions. If your beds aren’t full, maybe it’s time to be open to suggestions.

Tracking Drug Rehab Sales and Marketing Is Only as Good as the Analysis

No one’s expecting you to be a solid expert on Google Analytics and other pertinent SEO integration. Whether you decide to take on those skills yourself or hire an expert who eats, drinks and sleeps that business, what these numbers tell you should dictate what you do in marketing and how sales should support the initiatives.

Results Are Learning Tools that Need to Be Applied for Growth

If your best idea received a cool reception from your lead gen campaigns or social media, dive deep into the numbers and responsiveness (or lack of) to look for silver lining. It’s always there even if the numbers aren’t. Perhaps your messaging was great but the timing was off. Whatever you do, don’t table it into the forever furnace. Archive it, as you could repurpose some or all of it in the future.

Revisit Addiction Treatment Marketing Spends Often

Consumers are fickle. Challenging as that is, it also provides an easy ability to reset a wrong and make it right.

Through reporting and client surveys, as well as ongoing interaction with your staff, you can reconfigure where your marketing dollars are better spent and devise a mix that reaches:

  1. Untreated clients/new prospects
  2. Family or friends of No. 1 above
  3. Alumni of your program/service
    • Success stories/testimonials
    • Former clients who have relapsed

Formulate an annual addiction treatment marketing budget and keep some dollars available for golden opportunities that may come about throughout the year, such as an industry co-sponsorship (special event or nonprofit organization), public relations opportunities and more. We recommend a multi-channel or cross-channel marketing approach.

Social Media Needs an Active Voice

Working Together to reach your goals
The whole point of social media is to create an active forum for people to receive information, develop a personal voice (applies to businesses, too) and share them on an ongoing basis. It’s all about engagement with your followers and enticing more people to join your group and become something greater than themselves. It’s what we all want.

Now, let’s dial this in to drug rehab sales and marketing. Social media is all about stories. In fact, Facebook recently added another engagement tool to their platform and called it “The Story.” Twitter may be removing its “like” button in the hopes that its users engage through more commentary instead of a feeble click of an icon.

Salespeople are full of stories and often use them to engage prospects, which ultimately lead to conversions. It’s how sales connects with their clients. Marketing creates stories to connect with prospects, existing clients and their referrals. If only sales and marketing could be on the same page with their stories….

They can.

Bring More Admits by Pulling Drug Rehab Marketing and Sales Together

Explore Organic Marketing Solutions

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

Is Cannabis Marketing Out from the Shadows and into Mainstream Legitimacy?

This entry was posted on by .

Cannabis Marketing Going Legit - Eminent SEO
Marijuana. Legit. Are these two words separate entities or do they belong in a singular phrase? Wishful thinking or the reality in the not-so-far future? Depends on which side of the fence you sit on. But for   those who work within the cannabis industry, it’s legitimate and many advocates and customers can attest to it.

Just by looking at this specific business sector on its own merit, the numbers and associated forecasts for growth not only support a serious consideration but stands to be the next, big, missed opportunity (if you haven’t jumped in with both feet yet). So, whether you’re a grower, wholesaler, distributor, retailer or anyone with an ancillary product, how do you differentiate yourself from competitors? It’s all in the cannabis marketing you do and the way you do it.

Facebook Changed the Dos and Don’ts of Marijuana Marketing, Again

Legal Cannabis Recreational Sales 2021 ArcView Group - Eminent SEOJust when we thought it wasn’t safe to swim with the sharks of Facebook, they actually stepped up to the plate of public outcry and accountability. After listening to their users – and most notably their former platform users – who were up in arms about the recent shadow ban on cannabis marketing, they copped to it.

Before Facebook made changes that support the industry, it prohibited user access to:

  • Marijuana advocacy group pages
  • Cannabis-related events (public and private sectors)
  • Licensed caregiver info for medical marijuana patients
  • Dispensary searches for CBD products
  • Information about new laws or regulations
  • Meetings, conferences and other educational series from cannabis-related associations

While Facebook has theoretically opened its doors to the cannabis community, at least for the time being, individuals, groups and businesses will need to be Facebook compliant in order to come out from the shadow bans effectively and be visible to the community.

The following are the new Facebook guidelines that enable medical marijuana advertising, dispensary marketing and others in the industry to maintain a viral presence:

  • Requires specific Facebook verification for users and pages.
    • Blue Verification Symbol – applies to brands, media and public figures
    • Grey Verification Checkmark – applies to individuals and businesses
  • Verifications allow for ranking/presence in search results.
  • Without verification, individuals, business entities, etc. will be blocked.

So now that you know what the new playing field is for Facebook, where do you go from here for advertising your thoughts, resources and the marketing information that’s pertinent to marijuana-related business?

Agility and Collaboration in Digital Ad Agency and Cannabis Client Partnerships

Digital Ad Agency and Cannabis Client Collaboration - ESEOYou know what you know; now, admit what you don’t know. In marijuana business outreach, there isn’t much room for faking it. Let me illustrate.

Not everyone is comfortable with recreational marijuana – some prefer the use of alcohol. On another parallel, many consumers prefer pharmaceutical drugs compared to CBD oils and other products for relief of health-related symptoms.

But for those who truly don’t understand the obvious faux pas in the advertising copy italicized above or subtle nuances in design for cannabis marketing, you would never know I just stated something that compromised the business. If you know cannabis marketing, you understand. If you don’t, I just made a medical claim about CBD oils. That’s a no-no.

If you are the owner of a dispensary, distribution channel or retail store searching for ways to increase your visibility in the marketplace, knowing the legal limits of your advertising and public relations content is immeasurable.

However, as a digital ad agency with expertise in cannabis marketing, our clients don’t have to know everything. We don’t expect them to. But what we do need from our marijuana-based clientele is a level of collaboration that is transparent and agile. It has to be, because it isn’t just that you’re competing with other dispensaries, other growers, or other advocacy groups, for example; you’re competing against what you can’t see – the black market of the trade.

Much of what is needed to effectively promote within the marijuana mainstream is founded in the same tenets recommended for the advertising agency/client partnership as a whole: It’s all about a relationship of fluidity and collaboration. It might entail more ego-headbutting … but the results are astounding and support building long-term, successful relationships.

Subject Matter Experts Are Worth Their Weight in Gold

Not all weed-related businesses are owned by people who partake in the product. Many don’t even possess the basic knowledge about what’s entailed in the various business verticals within the industry, but they do know numbers and when an investment shakes out as a lucrative endeavor. They might even know marketing. They could have the background in traditional marketing that provides a deep-rooted know-how of the importance in brand story, the need to promote local, the use of trade publications, online communities, and boosting community outreach.

If a marketing company or advertising agency tells you that they know cannabis marketing but don’t have the clients to prove it, don’t just walk away; run!

Marketing Marijuana Is Like Alcohol Branding, Seriously?

This Marijuana Buds For You - Eminent SEOTo pull from a well-known, popular tagline, “This Bud’s for you,” from Anheuser-Busch, imagine using it to promote a specific retail shop that has an exclusive strain of marijuana.

Let’s take it further: This particular product has been known to promote better sleep, though there is no U.S. scientific proof, merely the feedback from those within the cannabis industry who have used it.

Let’s say you’ve got a friend of a friend whose brother-in-law is in this amazing alternative-gone-country band, and the members commit to creating a jingle for this-bud’s-for-you. You can use it in your videos, email campaigns, website and radio campaigns, and maybe even television. I mean, why not? They did it for alcohol, right?

Yeah. So … NOT.

Legal-Ease, No Such Animal in Cannabis Marketing

Cannabis remains prohibitive on the U.S. federal law level. Although alcohol manufacturing, distribution and sales went through its drama decades ago with prohibition, etc., they came out of it and legalized it. Marijuana isn’t there yet … but the industry is changing seemingly on a monthly basis. And because it’s evolving that fast, businesses need to align themselves with marketing agencies that are knowledgeable.

We can also look at this sideways. Marijuana, as a business, is already more legit by the sheer fact that it has a pharmaceutical component to it. Research continues worldwide in uncovering the benefits to patients with various health issues that experience a reduction in symptoms or enhanced well-being due to cannabis use. Alcoholic beverage manufacturers and distributors can never tout that. But we still can’t claim it via marketing efforts either.

Without trademark protections available from the government, competitors within the industry can exercise bad ethical practices without a lot of backlash. In a way, those committed to the cannabis industry are virtual pioneers, navigating through unforgiving mainstream methodologies and advertising pathways yet to be discovered, let alone accepted.

Brand Identity Is Everything

Once you’ve got a handle on the legal and ethical best practices, it’s easier to be able to focus on the creative aspects of branding for cannabis marketing. One major consideration should be made for consumer persona or your audience. Especially in ad campaigns and social strategies that are trying to tug at non-marijuana enthusiasts, your prospects. You have to compete for their interest and convince them to step away from traditional mindsets and explore something new.

In a recent interview with Entrepreneur.com, Cassandra Farrington, Co-Founder and CEO of Marijuana Business Daily, defined the challenge as such, “Mainstream society … they don’t want to feel edgy, they want to feel like it’s as normal as having a glass of wine.” Yes, in the short term, it’s a tall order.

Some use celebrity endorsements to boost brand credibility and awareness, which can carry a lot of weight, but for those not wavered by star status, product quality will always reign supreme in brand loyalty. And celebrity popularity can change with a tweet or two. Though product quality can only be shared through word of mouth, and strategically placed trade communications.

Getting in Front of Your Back Story

Marijuana Plant Grows In Dirt - Eminent SEOKnowing your audience helps you generate your strategy but it also helps you define the overall tone of your campaigns: the language, cadence, look and feel of the copy and design.

If you want to reach baby boomers that are open to alternatives for pain management, what you say and how you say it should be congruent to them and what they care about. Again, you cannot make product claims, per se, but you can exude a lifestyle in your marketing.

If your audience is made up of Generation Z or millennials (especially for recreational use product offerings) create more of a buzz about your brand by providing a compelling story (or back story) about your business. This story could be something unique about the owner, the company mission or vision, or the employees.

What really resonates with the younger audience (over 21 years old only; have to remain compliant) is any story that speaks to sustainability. If you can espouse to lowering the environmental footprint related to the growing, packaging and distribution of the cannabis, that’s the kind of marketing tale that will go a long way.

Check out these 10 cannabis advertising and marketing strategies and see if your current program meets the criteria.

Pick a Niche and Then Be the Source of the Source

While cannabis companies cannot push product like traditional CPG marketing, industry advocacy is the best position to start with to set up for success. Over time and a solid, organic, digital marketing strategy, brand identity, market reach, customer retention and consistent referral business will come. Focus on being “the source of the source” within your market – part advocate/part teacher. Be the quintessential resource and, if possible, pick a specific niche and lead with that.

COO Joe Hodas of General Cannabis, an investment firm, and formerly a high-level Dixie Brands marketing exec, believes that “the increased growth of the overall market will allow niche products to proliferate and thrive.”

Is your cannabis marketing buzzworthy to consumers and referring businesses? We can help.

See How We Help Cannabis Businesses

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

This entry was posted in Cannabis Marketing and tagged , , .

Why Your Business’s Marketing Budget Needs to Increase This Year

This entry was posted on by .

Increase Your Marketing Budget Needs - Eminent SEO
Whether your fiscal year begins in January or July, what you allot for marketing budget has much to do about what you believe you’re supposed to spend. And this belief could be founded on formulas or equations that have been passed on by business owners or prior leadership within your organization. Who knows? It could be from something you found after searching online (like that ever happens).

The following insights are my effort to help you discern between industry folklore and the reality of your marketing budget needs – to reassess this year, and to plan to make next year more pennywise instead of pound foolish.

The Life Cycle of Marketing Budget Creation

The very term budget, when spoken, heard and visualized, immediately invokes numbers and, for some, nausea, especially after a lackluster sales performing year. Before you ever get to working those numbers that will set up many marketing decisions to come, you need to take some vital steps to ensure that the budget will truly have a fair shake in supporting your endeavors. And these steps have little to do with dollars.

Keys to Successful Marketing Budgets Life Cycle - Eminent SEO

Take a Good, Hard Look at Who You Really Are

As you’ve probably already guessed, there is no steadfast rule on just how much of your overall business budget should be dedicated to marketing efforts. Because every business vertical is different, so too are the marketing needs of each enterprise, eventually effecting the spend necessary to get the desired goals achieved.

If you are a consumer-based company with a product or service as your calling card, the marketing budget will undoubtedly be costlier and more general-public-facing than if your company catered to B2B markets.

Marketing Budget Mistake #1: Not truly understanding your own brand.

If you haven’t taken the time to establish your company brand, there’s a trickle down of miscommunication that ensues. This will assuredly result in missing the mark on your audience, sales and client acquisition and retention.

Now Remember What Your Clients Really Look Like

Company owners, marketing directors (no matter how good you are) and creative geniuses often carry a level of delusion about whom their product or service attracts. In our minds, we glamorize who we are and, in turn, who our audience is.

There’s nothing like that swift kick in the butt during a public appearance, conference or trade show that wakes us up into, “Oh…so you’re our customers…” This resets brand messaging and affects marketing spends.

Marketing Budget Mistake #2: Having no clue about your customer base.

Once your business accurately connects with your product or service audience, then your marketing messaging can speak to their needs through your brand to nurture long-term relationships, referral business and conversions on both fronts.

Where to spend your marketing budget is, in large part, founded on the places most likely to capture your audience. Now’s the time to switch hats (no, not to a black hat), to take off that corporate hat and be your customer.

If You Were Your Client, How Would They Find You?

Before you start adding line items to your marketing budget for what remains this year and planning for the next-year spend, consider the human behaviors of your customers. Think about their physical attributes, emotional needs, mental acumen and anguish, even their insecurities. Because somewhere in all of that is the place(s) where you will identify strategic pinpoints in their days to hit them with who you are and why they can’t live without you. This is the sweet spot.

Cross-Channel Marketing Maximizes Your Budget Spend

As long as you’re spending money to get more business, set up your marketing in a way that boosts each campaign through heightened reach and stronger impressions. You can achieve this when you use multiple marketing channels that cross-promote one another.

Marketing Budget Mistake #3: Deploying one-off initiatives.

Need an example? If you are spending money on pay-per-click campaigns, be sure to include hyperlinks within the campaign landing page that keep visitors on your website, possibly leading to a product or service page, or even to a blog post.

For more traditional marketing, if you’re advertising on a radio station (yes, companies still do that), make sure you get value adds through a presence on the radio station’s website or have your radio spot mention a promo code for a special deal – but one that only applies if the customer goes to your website or calls and mentions the promo code.

It isn’t just about capturing your audience: You have to tell them what to do and where to go. Your business leads your customers, but they must feel as though they are in control. Sounds like a personal relationship, doesn’t it? Yeah…it is.

Once You’ve Found Them, Spend Your Money on Keeping Them

In sales, it’s all about keeping the conversation going. “No” is just no today; it could be a “yes” tomorrow. This is the premise regarding social media engagement. Foster the relationship. Talk about things that matter to you and your audience. Give them something to think about, talk about and share to get others talking about it. Be informative, yet entertaining. If you do social right, your followers do the work for you.

Marketing Budget Mistake #4: Relying on social paid boosts alone.

Annual Marketing Budget Toward Online Initiatives Statistic - Eminent SEOMany companies scramble to increase their followers, likes, views or shares by paying to boost Facebook, Instagram or Twitter posts. Until your social presence gets a solid footing, the practice of boosting may be a necessary evil. But don’t count on it as a long-term strategy.

Working a social platform well is all about building your profile and followers organically. Like every other marketing program, it’s a long game usually played for 90 days to 18 months before seeing real, consistent results. You can’t just put your big toe in it. Jump in wholeheartedly and get your hair wet!

What to include in your market budget going forward:

  • Social videos
  • Search engine optimized content
  • Online chat programming
  • Blog outreach (backlinks, linking to other sites, guest bloggers)
  • Email drip campaigns (enough touchpoints and upsells without being annoying)
  • Direct response marketing (extremely targeted campaigns)
  • Public relations (it’s free!)

Best Practices After the Marketing Budget Needs Are Set in Stone

Keep a certain amount of marketing dollars fluid. Meaning…give your business some cush. Without having some extra funds available to use at your discretion, your business may miss golden opportunities that you couldn’t have planned for, but nonetheless have presented themselves out of left field.

In addition, many companies experience the fourth-quarter panic, where any remaining funds from a current year’s marketing budget must be spent or they lose it. This phenomenon is common in the VAR (value-added reseller) market. Therefore, the best way to avoid this panic is to keep on top of your marketing month to month.

Reassess marketing initiatives every 30-60-90 days to ensure there are no gaps in the life cycle of your marketing budget (noted earlier in this article). By staying tuned into your plan while it’s in action, it allows for a nimbleness that enhances marketing scalability. This strategy also empowers creative agility when needed, allowing you to keep your budget running lean while having room for unexpected marketing opportunities that will undoubtedly arise throughout the year. They always do.

Recommended Market Budget Spend

The following figures reflect how you should allocate your marketing dollars, based on industry trends and consumer behavior forecasts:

  • Online marketing – 45% of your overall marketing budget, broken down into:
    • Search engine marketing – 47%
    • Social media – 25%
    • Online video – 11%
    • Other online channels – 17%

Budgeting for online marketing is on the increase while traditional media advertising spends continue to drop year after year. According to eMarketer, “TV ad spending is 35.08 percent of total media … total digital ad spending is 38.4 percent of total media.”

These figures are for 2017 and represent how consumer behavior has shifted, and continues to shift, toward online screen usage (mobile platforms).

Stay Open to Sharing Costs

One aspect of your marketing budget that you may overlook in the planning stages is in shared sponsorships or co-op dollar spends. This is when your business can partner with another company and share the marketing opportunity.

The cost to participate in these programs is decreased as the expense is shared, and when done right, the benefits far outweigh the dollars spent. Moreover, the relationship between you and the business(es) in cooperative marketing efforts provides a seamless exchange between audiences.

Co-op marketing advantages include:

  • Your business engages your current customers.
  • Your business engages new prospects.
  • The business increases its market reach.
  • Increased market reach occurs at reduced cost.

Can’t See the Fund Forests from the Trees

Sometimes, we can put emotion and ego into our business and the decisions we make about the business. It’s hard not to. Your business is your baby. However, one of the most difficult, yet loving things you can do for your business is to let go of it.

Refer your online marketing strategy to a third party who can review your company goals, marketing budget spend and short- and long-term missions to devise a solid plan that will make the most out of your marketing dollars without shedding a tear.

Here’s Where Sales and Marketing Collide and Thrive

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

Why Adding a Web Chat Feature to Your Website Gives You a Market Advantage

This entry was posted on by .

Adding A Web Chat Feature To Your Website - Eminent SEO
As a business owner, you take pride in the products or services you provide to others. If you are a strategic marketer representing a business, part of your action plan includes positioning your client in a manner that maximizes their visibility and entices a specific audience to ultimately convert a sale. It isn’t as easy as it used to be. Here’s why.

Over the last decade, the sales cycle got so…much…longer. Conversely, though, human behavior dictates instant gratification. How could one possibly merge the two effectively? By adding a chat feature to your website, you’ll get in front of interested parties faster, increasing conversion rates by 30 percent or more.

Patience Has Lost Its Virtue

Customers Abandon Online Purchase Statistic Forrester Report - Eminent SEOThe adage “good things come to those who wait” was created long before internet technology came about. True, many savvy would-be buyers take their time before making a purchase decision, but the process has drastically changed from when Baby Boomers were young. (Ugh!)

Now, Gen X and Y dominate the eCommerce playing field, with Generation Z moving up quickly. To these three consumer targets, patience was never looked at as a virtue, but a complete waste of time.

The sales cycle has become lengthy; just ask any salesperson in the tech, automotive, real estate or retail fields – to name a few. Before people could pull up Google and search for answers, they would have to rely on physically entering a brick-and-mortar store and trusting the knowledge of the on-site sales staff.

Today, consumers intermittently search online for months, gathering information, comparing products, pricing and associated reviews. While some will continue online through the end of the sales cycle and purchase via a shopping cart, others take the time to go to the physical business to get a feel for the product or service, its people and culture before buying. And even then, they often go back to the virtual store to make the purchase.

How to Turn Today’s Searchers into Immediate Buyers

Let’s turn the focus on you for a moment. After all, you’re a part of the same buying pool as everyone else. You’re reading this blog online; we all live in the virtual space, more than many of us are aware of or would like to admit. As such, we put an incredible amount of emphasis on not only what we find online, but also on what others say about their life experiences offline.

Simply open Facebook or Twitter and there’s a variety of rant available to read. There are also the ever-popular puppy or foodie posts all magnified through the ability to reply, comment or chat. So why not capture customers in the manner they’ve already grown accustomed to?

Chat It Up

Introducing web chat for business. Think of it as a robust layer to online presence that gets you in front of customers and prospects faster than anything else. You already know the benefits of individualized customer service when a customer comes to meet you face to face: It gives you the opportunity to be of service and to sell with the advantage of ongoing engagement.

Web chat provides the same opportunity – by allowing you to meet consumers where they are the moment they are on your website. Any business without web chat defines “you snooze, you lose.”

Strike When the Iron Is Hot

The advantages of having web chat mirror the same principles as the three-second rule in advertising: As a business owner, you have about three seconds (if you’re lucky) to get the attention of your audience – whether it be through an old school print ad, radio or television commercial, pay-per-click channel, etc. Why? Because people have zero attention span. And the attraction of the next great swipe and scroll makes it easy to lose your audience to your competition.

The beauty in adding live web chat to your website is that it provides a vehicle for consumer engagement, bringing a true and unique user experience at the precise moment you have their attention. Moreover, people tend to make purchases when there is an emotional connection between themselves and a product or service.

Sample Sites that Use Web Chat to Increase Sales

Car Dealers

Chapman BMW Chandler Homepage Live Chat Button - ESEO

Retailers

Zappos Homepage Live Chat Menu Feature - ESEO

Food & Beverage

Winedotcom Homepage Live Chat PopUp - ESEOAn unexpected web chat pop-up might not be well received in every instance, but the conversion rates it brings are well worth the annoyance it sometimes invites. But, as you can see in the three examples above, there are various levels of discretion when it comes to offering a chat option on a website.

It’s up to your business (and the tool you choose) if you want the chat to pop up automatically or if you want the user to make the first contact. It will probably take some tinkering (A/B testing, perhaps) to figure out what speaks to your visitors the most.

Brand Recognition Lasts Longer with a Personal Experience

Imagine you’re looking for a pair of jeans. Yes, the search can be a conundrum, and more so when attempting to find the right fit from a website. What are the chances of having to return whatever you purchased? Pretty good, I’d say.

But if you have a web chat available at the time a shopper is looking at a specific item, before they click on a size, the user could ask how the sizes typically run or how much “give” there is to the fabric, for example. Now that buyer has been given accurate information, there is more comfort and trust in the product, and potentially an increase in product purchases and return visits to the site.

One more thing: Every good online experience will be shared with friends or family and followers. It’s amazing what a single, positive consumer transaction can do to build brand awareness, market reach and sales volume. And it can start with a chat.

Consider the Right Time and Space When Adding a Web Chat Feature

Most smart device users don’t need to wait to search for information until they are in front of their desktop or laptop. They seek and find what they need to online the moment the idea strikes them – via cellphone or tablet.

When considering a web chat platform, make sure to include design elements to maximize the user experience for smart devices. This means don’t let the chat pop-up take up too much valuable real estate on the screen. If the pop-up overwhelms the rest of your website content, then you’ve blown any goodwill with the user.

People Think They Know What They Want Until You Tell Them

Not all shopping involves purchasing. There is an art to shopping; some people thrive on it while others avoid it like the plague. Shopping is almost like a romance.

There’s an element of mystery, and when you finally make the decision in wanting to have it (product not people), you pay for it. The frustration is in the decision-making phase.

The Power of Indirect Persuasion

What might be appealing to the eye often differs to its reality, especially in product presentations that exist on the web. Deceptive? Perhaps. But it’s also about how humans perceive them.

We have expectations irrespective of what is real and how we want it to be. Marketers know this phenomenon well, as they’ve witnessed it during focus groups – in rooms filled with people who give their opinions and responses about a product based on what they’ve seen or experienced during the testing session.

What researchers have discovered about human behavior is that what we intellectually say to describe how we feel about something may differ from how our brain and bodies react. It’s called neuromarketing.

People are comfortable with what they already know. But what they don’t know is a web chat manager’s dream and a gateway to nurturing new customers and upselling more product.

Web Chat Is Just One Piece of the Larger Lead-Nurturing Puzzle

See How We Generate Leads

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

Examples of Neuromarketing Done Well to Help Inspire Your Marketing Strategy

This entry was posted on by .

Examples Of Neuromarketing Marketing Strategy - Eminent SEO
There’s an intuitiveness to digital marketing that if your campaigns aren’t geared toward each platform uniquely, your advertising and social spends may miss your proposed target audience. Why?

Whether we, as consumers, like it or not, Facebook, Google and other social channels and search engines respond to our behaviors online. It’s the way we receive direct and indirect promotional messaging based on our interests.

Yes, “big brother” is watching our every move. But, there’s another way that marketers can learn about consumer interests and it has everything to do with how we think, feel and react – subconsciously. If you’re thinking, “This sounds complicated,” it is – yet, it isn’t.

The term is called neuromarketing. In short, neuromarketing is based on the head games we play with ourselves, unknowingly.

NEUROMARKETING = 1 PART BRAIN + 1 PART EMOTION + 1 PART RESPONSIVENESS

Chances are you’ve already seen examples of neuromarketing in your day-to-day but weren’t aware of it. That’s the beauty of it – when neuromarketing is executed correctly.

Playing off the way humans react to stimuli (products/services messaging), neuromarketing provides mechanisms to measure:

  • What we respond to,
  • When we respond,
  • Why we respond, and
  • How to tailor branding and sales initiatives to increase conversion rates.

I’ve found some great examples of successful neuromarketing campaigns to share, but before that, let’s dive a little deeper into the way market researchers use technology in neuroscience to get a better understanding of what drives human behavior in the sales funnel.

The Before and After of Neuromarketing

One of the more challenging aspects of predicting how your target audience is going to react to your brand or promotional messaging is that you can’t predict it. People are fickle. Emotional. Transient. Impulsive.

There is no magic trick or special sauce (except for McDonald’s’) that will draw prospects and existing customers to your business. However, neuromarketing can test the waters, so to speak, and provide a consensus of what to expect.

Focus Groups Represent Consciousness

Many marketing agencies will set up focus groups to gauge consumer interest and opinions before a hard launch of a new product or update to a brand. What neuromarketers can do to enhance a focus group session is to bring the science of the subconscious to meet head on with consciousness. This is where it gets interesting – in fact, humorous.

How Often Do We Mean What We Say and Say What We Mean?

Ask your friend if they like Sriracha sauce and you’ll get a roll of the eyes with a screeching, “Well duh, who doesn’t?” Then you ask if she wants to head to Burger King for a Sriracha-infused fish sandwich and the response is, “GROSS!”

Maybe she doesn’t like fish? Perhaps she has an aversion to anything Burger King. But she said she liked Sriracha sauce.

This is part of the challenge in neuromarketing: the many variables of human nature that make what we say not always an accurate assessment of what we mean or how we feel.

The Nitty Gritty of Neuromarketing

Neuroscience Human Responses Consumer Behavior Neuromarketing Quote - ESEOResearchers will monitor how a person sees an online ad, for example, by using an fMRI scan that will provide details of brain activity. In addition, this is a great way to A/B test a promotional message for a marketing campaign.

The “A” ad might show the same copy with a different design or image than the “B” ad. The viewers’ brain activity can give an indication of their subconscious response to each.

EEG images are also used to show how a person emotionally responds to a product or service, depicted on the web, print or broadcast. For online-specific campaigns, neuromarketers track where a person’s eyes move about a webpage, usually going to the most prominent areas of the ad first.

Once noted, marketers can then use the information when choosing color palates for their brand. This also indicates where the primary messages should be placed (layout-wise) for maximum traction, increasing the click-through rate.

There are numerous ways that neuromarketing has come to light and can assist in the go-to-market, prelaunch process. Now, let’s put some sizzle to the science.

Neuromarketing Puts the Snap, Crackle and Pop Back in your Advertising

Perhaps the golden ticket in an advertiser’s ability to successfully tap into the mind of a consumer is by making the experience memorable. The most powerful part of the prior sentence is the word experience.

If you can create an experience for the user, it will be more memorable, will evoke emotion, decrease bounce rates, increase time spent viewing, build more relationships and convert more sales – even if you’ve only got their attention for three to five seconds. How?

  • Poke their curiosity.
  • Challenge their intellect.
  • Ask their participation.
  • Reach their comfort zone.

Not every marketing campaign will hit all four goals noted in this list, but it’s something to keep in mind when considering how neuromarketing can go to work for your business.

5 Examples of Neuromarketing by Household Brands

Neuromarketing invokes the subconscious, allowing advertisers to sway behavior based on emotion without thought…stirring the deeper recesses of our brains. Through neuromarketing, marketers hope to engage our internal chemistry, and that may not come with specific reasoning, but more from responsiveness based on memory or deep-rooted cognition from another time that provides appeal in the present moment.

Apple

While many businesses will pull out all the stops to try to win your attention and, ultimately, loyalty, some companies have a distinct brand presence – so much so, that there is no other brand like them. Their brand is their calling card. Apple defines this strength.

Neuromarketing in this instance showcases the power of simplicity because Apple’s positioning is always about its singularity. In a sea of competitors, Apple is always at the forefront of the industry wave.

When introducing the iPhone, Apple used imagination and how consumers feel separate yet connected by their mobile device, allowing them to enter and exist in their own world – just by turning them on. Apple pokes at the viewer’s curiosity.

Trivago

The online travel booking company Trivago uses the anchoring or comparison approach in its market positioning. Trivago’s brand ambassador presents a specific destination and then lists options for hotels and other accommodations that the consumer may not readily find if they use another booking company.

Through a no-nonsense, sometimes whimsical portrayal, the spokesman here is trying to make the consumer feel silly for using anything other than Trivago. This campaign indirectly challenges the intellect.

M&M’s

Other examples of neuromarketing focus on the brain’s reward center, the same area of the mind that responds to all things pleasurable: sugar, alcohol, drugs and sex. Yes, these are substances that have addictions associated with them. But there’s a reason for that.

Human beings respond to people, places and things that excite the senses, sending messages to the brain that spur desire, anticipation, expectation and reward. Once experienced, the body will then respond in the same way to sight, sound, scent and touch that relates to the first experience. M&M’s draws from this aspect of neuromarketing.

For the last several years, milk chocolate and peanut M&M’s have been depicted as human-size products. Oh, what would it be like to have a 66-inch M&M to nosh on? Fantastic!

Lay’s

This next neuromarketing example is my favorite of 2018 so far: the Lay’s Potato Chip “Operation Smile” bags campaign. I think this one is brilliant! A product packaging rebrand that brings experiential marketing to a multi-layered level. Each potato chip flavor has its own redesign, with the very top of the bag portraying a different smile. After all, smiling is contagious.

The consumer can then take the bag, hold the top of it in front of their own mouth and convey a smile. Just the act of doing it makes the consumer smile, laugh and invite them to share it with their friends or family.

In addition, because each flavor has its own design, consumers may want to buy more than one flavor to experience all the smiles. And when the chips are gone, they will be hard pressed to find another potato chip brand experience to equal what Lay’s offers. Remember, you can’t eat just one.

Clever Turns of Phrases

For targeted audiences by age or geographic area, a marketer might want to tease their memory by tugging at something familiar but with a twist. Known as hippocampus headlines, these clever phrases of copy often use an American adage and change just a word or two near the end.

This draws the audience to what they know, holds their attention and then keeps them considering the message because of the shift. I don’t know of a campaign that uses the following phrase, but it would be ideal for a water-flavoring product:

You can lead a horse to water but you CAN make him drink.

Now You Need a Neuromarketing Marketing Strategy to Understand How Your Customer Ticks

See Our 4-Step Inbound Marketing Approach

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

The Power of Online Video for SEO and Brand Trust

This entry was posted on by .

Power Of Online Video For SEO Brand Trust - Eminent SEO
There is some truth to the phrase “seeing is believing.” And in today’s world, skepticism isn’t just for the paranoid. Business owners and clients believe they aren’t as gullible as they used to be, thanks to Snopes.com, E-Verify and a social culture that’s never heard of doing business on a handshake.

To provide a visual of what the initial interaction with a potential customer looks like, picture a stone-faced man or woman seated with arms crossed on the chest, void of emotion, waiting for the next round of B.S. to present itself.

Think about most of the marketing pitches you get online, whether through organic search or pay per click. Expecting a bait and switch? How often is that delivered? Right. No wonder we’re so distrustful.

Marketing Without Video Is as Reliable as Online Dating

YouTube Second Largest Search Engine Behind Google - Eminent SEOWith much of our business-to-business and business-to-consumer relationships made across local, regional and national borders, any opportunity to engage in face-to-face communication is essential to building trust.

Remember when the idea of having your photo on your email signature was introduced? The reason behind it is the same. But it’s anticlimactic to have a conversation with a photo.

If you’ve ever engaged in the online dating process, it’s easy to get the message about why marketing with online video is such a powerful tool. You begin by conversing online with photos being the visual that entices.

You have no idea what these people sound like, how their mannerisms dictate the way they move, how they react to the unexpected or what drives them as human beings. And yes, you really can’t authenticate whether that photo is really him (or her).

Apply this to your business. If your online presence only includes the use of static imagery, there is no dimension to your brand and you’re missing a key opportunity to increase the reach of your SEO.

Every Business Is in the Business of Telling Stories

Now that social media has superseded print and physical collateral for marketing agency and business owner spends, as well as footing heavy competition for the television space, how your company represents itself is dictated by the stories it tells.

Breaking Down the Art of Storytelling

Whether you are a brick-and-mortar operation or solely online, the moment customers enter your facility or website, they are expecting a story. The visuals need to speak to them. The words need to engage emotion so that they stay long enough to purchase or at least remember who you are and why they should come back and/or share the experience with the people they know.

This is relationship marketing; it’s based on the ability to create a story that has dimension and depth. Nothing does that for you better than online video.

Salespeople Are the Biggest Storytellers of All

Business Video Marketing Spend 2018 Statistic - Eminent SEOThere remains an ongoing, friendly feud between creative marketers and salespeople. Salespeople generally have a disdain for marketers and believe that marketing content is nothing but fluff.

On the other hand, marketers know that a good story is needed before a salesperson ever gets the chance to tell their own story.

Marketers and salespeople aren’t that different. Here’s why:

  • Marketers – Devise a story, direct or indirect, meant to get the attention of a prospect and lead them to the sales department or immediately convert a sale.
  • Salespeople – Listen to the prospect and, based on what they hear, create a story that will resonate to convert a sale.

Online video supports marketing and sales initiatives because the story can be retold over and over again. Just hit play.

Video: The Next Best Thing to Being There

Marketing in motion (that’s what video is) provides a unique layering of flexibility to your creative campaigns. You can adjust the tone, the language, the lighting and effects on the fly. If it’s realism you want to convey to your audience, this is how it’s done.

For a more polished look, high-end equipment and professional videographers are the way to go as they better understand the mechanics behind the machinery and how to maximize the production to get better results. Make sure to create your own YouTube channel to post the videos, and incorporate keywords to help boost views and increase organic rankings.

Remember that Google sometimes chooses to show videos on page one of a user’s search, and that YouTube itself is the second-largest search engine on the web. Leverage your videos accordingly.

Why Video Is Business Marketing Royalty

According to a 2017 video marketing survey by Wyzowl,

  • On average, 90 minutes per day are spent watching online video.
  • 15% of those who watch online video do so for three hours or more daily.
  • 99% of businesses who already use video will continue this year.
  • 82% of businesses plan to increase their marketing spend on video in 2018.
  • Two out of three businesses that do not have an online video presence will start in 2018.

Where does your business stand? How are you capturing audience, brand awareness, SEO and conversions? If you’re not doing video (or creating the right kind of video), you virtually don’t exist.

What Does Online Video for SEO Do for Your Business?

Nothing creates a sense of believability and credibility to online users like video. It allows you to craft a message and deliver it in a way that keeps you in control.

If you like the response it generates, you can build other videos around it for a full-bodied campaign. If the response is not what you’d hoped for, you can repurpose some of the content, add new footage to shift direction and monitor audience reception from there.

Remember these numbers when it comes to video marketing:

  • 57% of online viewers feel more confident about purchasing a product or service after watching a video.
  • 74% purchased a product after seeing a tutorial video.
  • 78% of businesses who use online video realized positive ROI.

Love it or hate it, Google runs the online SEO show. Might as well make friends with the virtual giant. By the way, Google adores video. If your website doesn’t have an embedded video on it, you’re missing out on a 53 times greater chance of showing up on the first page of search results, according to Moovly.

Optimize Your Optimization

If you already have a strong online video presence, your business no doubt is already receiving the benefits it brings. But if the back end isn’t working just as hard, your videos aren’t reigning in what you justly deserve. The right long-tail keyword phrases, headlines and descriptions also add value to your SEO positioning.

If you want (no, you need) to learn more about how the right online video marketing strategy can bring big changes to your business, ask the experts in digital marketing and brand strategy: Eminent SEO.

Read More About Refining Your Content Marketing Strategy for 2018

Keep Your Content Marketing Fresh

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

How Businesses Are Wasting Money on Marketing That Doesn’t Work

This entry was posted on by .

Businesses Are Wasting Their Money Marketing That Doesn't Work - Eminent SEO

This is probably the conversation I have the most frequently with marketing industry peers and clients. It is just a repetitive chat; the subject gets people animated, agitated, confused and eyes-bulging, vein-popping frustrated. Why? Because nobody listens.

Here’s one note of caution for starters: If you think you know marketing because of a Google search or two, you don’t know squat!

Marketing and Sales People Are the Biggest Suckers on the Planet

We’re in this conundrum together – because there isn’t one answer on how to do marketing. Instead, it’s essential that you understand the options and how they work together (or fail).

Even with the best industry gurus on your side, watching the SEO analysis month over month and staying current with the latest Google and Facebook algorithm shifts, there are no guarantees that your creative campaigns or media placements are going to work. Depressed yet?

Here’s what I can tell you. Marketing, just like people, shifts. What works today can be gone with the wind of tomorrow’s latest and greatest trend. Yaaass. This business is not for the emotionally thin-skinned. In other words, grow a pair, do some due diligence and have fun.

Beware of Snake Oil Yes Men (and Women) That Guarantee Anything

Recently, I had a client call me on the phone (old school, I know) to share his excitement. He’s got a handful of websites and just got a call from this guy in Chicago who swears he can deliver a branded TV commercial and media placement on 30 some odd stations. Wait for it… all for 1,000 bucks.

You’re laughing, right? It gets better. This guy also says he will guarantee 300 leads, calls that will go directly to my client’s call center.

Remember what I said earlier about there being no guarantees? Yeah. It applies here. So I called the guy in Chicago. I told him that if he wanted to swear to God that 300 leads are guaranteed, it was on him. I wouldn’t bet on that and I don’t think the Lord would appreciate being the brunt of a wager in futility.

How did I call him out? With one easy question: “Can you send me the list of media channels where the commercial will run?” I asked with a snarky smile. He replied, “No.”

This was a sketchy operation with phony leads that would undoubtedly go nowhere. Trust (sort of), then verify. Works like a charm.

Businesses are wasting money on #marketing because they do not think QUALITY over QUANTITY.Click To Tweet

Secret Keywords Are Like a Losing Game of Hide and Seek

Ever since Google has been cracking down on those who try to outsmart it (some do so successfully, but it’s temporary) one such solution appears as a “miracle grow” for SEO rankings. Watch out for the companies that say they will boost your presence by using targeted keywords strategically placed and hidden within your fine print of terms and conditions or right-hand-side testimonial content, for example.

Do really you think this is smarter than the peeps and tech that crawl websites for Google? Naw, probably not.

Marketing That Doesn’t Work: More Isn’t Mo’ Better

Marketing Tactics To Use In 2018 Keywords Video Content - Eminent SEOOverconsumption comes by us honestly. We’re Americans. It’s what we do. While some people have an issue with taking in excessive amounts of food, alcohol, drugs, toxic relationships or shoes (yes, shoes), many business owners believe that a handful of websites to represent their product offerings are better than just one.

Moreover, these duplicate (basically that’s what they are) sites house essentially the same content as one another. Not only is this so passé and ineffective; it’s naughty.

Why the marketing tactics mentioned so far don’t work isn’t just about cheesing up our industry standards. Our core audience detests it. Millennials are now the largest group of consumers. If your business doesn’t understand this audience, you might as well hang it up right now.

If you’d rather get a clue as to what you should be doing to get their appeal and more accolades for your product or service, keep reading.

Pander (I Mean Cater) to Your Audience

Millennials can be cruel. Maybe not cruel, but brutally honest. They don’t understand the merits of privacy (thank you MySpace, and now Twitter and Facebook) and believe that everything is subject to discussion, rant and opinion on the web. If your product or service doesn’t cut it, you’ll know, quickly. Here’s what to do to angle it all in your favor.

Invite the Criticism

Take a deep breath. Swallow that lump of insecurity in your throat. Be bold enough on social media to have a unique presence and put posts out there that speak to who you are and what you stand for. Take the heat that comes.

Pay attention; it’s the most inexpensive way to get an understanding of what’s working or not…and it’s ideal for discovering gaping holes of opportunity. Although, social media is not the place for ongoing product pitches. It’s about having a personality and building a following.

Make Millennials Matter

Leveraging the right social media platforms is essential to owning the millennial market. How you position your profiles is even more important. Make sure your content doesn’t talk down to them, as it needs to include them.

Position this audience as instrumental in your success. They must be part of your conversation. If your brand strategy allows them to lead the conversation, that’s golden.

Create the Experience

Product and services aren’t flat surfaces (though many smart devices are pretty close). The world isn’t flat either; it’s full of dimension. Enter marketing and editorial content.

What resonates with people today is a full-bodied experience with your product, service or brand. It taps on the emotion, the most powerful place your marketing can target. People may not remember what you said or did, but it’s how you made them feel that matters.

Provide Information That’s Unique and Individually Topical

The definition of an information junkie = millennial. From their childhood, web surfing was the only way to get the answers they needed. Ask a question of their parents, and “Google it” was the go-to response. As such, the information you put out must be accurate, relevant and thought-provoking, which gives them a reason to investigate further (they will) and respond.

Build Your Brand with Integrity That Is Globally Relevant

Long gone are the days where providing a free product offering would win over potential customers. Today’s consumers are cynical, and for good reason. With the onslaught of cyber theft and security breaches, people understand that if it says it’s free, there’s probably a cost.

If your product or service doesn’t provide global impact by its very existence, then your company brand should. If it doesn’t – to a millennial – you don’t exist.

Top 6 Marketing Angles Worth the Expense

Sales, web development and marketing firms will try to entice you into needing what they offer. With all the choices, it’s difficult to discern between necessity and fluff. Use this list of must-haves to position the marketing of your business well.

2018 marketing angles that work:

  • Quality content – original copywriting and optimized alt tags for imagery should rank organically
  • Video often – boosts viewership and experiential marketing
  • Cause marketing – brands your business with emotional substance
  • Niche campaigns – all media outlets, segment your audiences
  • Embrace the screens – use cross-channel marketing to increase impressions
  • Long-phrase keywords – catches the low-hanging fruit of search engines

Final Thought on Marketing to Your Audience

Not every business can claim millennials as its target audience. True. However, early adapters of web use and the culture of instant gratification aren’t merely for the young. This is how every generation under 65 years of age consumes.

Today, we are all millennials. Your marketing efforts need to align with our new, collective behavior.

See How to Appeal to Generation Z Online

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

‘Mad Women’: Companies Flourishing Due to Women in Marketing

This entry was posted on by .

Mad Women Of Marketing Companies Flourishing - Eminent SEO Staff
In comparison to the “golden age” of advertising in the 1960s, when the best creative and strategic brand initiatives came from men (because women were only perceived as adequate for secretarial work and bringing coffee to the big guns), today’s women in marketing are a force to be reckoned with. How we got from then to now took a lot of blood, sweat and tears. I should know. I’ve been in the business since 1980.

While my early days fell long after those represented in the hit television series “Mad Men,” some of the misconceptions about women’s abilities back then are still evident today, yet tucked under the whispers of men and women at the office Keurig machine. This is what gives rise to the mad women of marketing, and it goes well beyond the #MeToo movement.

Perception of Feminism vs. Actual Roles

Women In Marketing Experience Sexism Boston Globe Statistic - Eminent SEO“Business is business.” It’s a common philosophy among the successful. But if you are a woman who has been passed over on a promotion or accolade due to gender, it’s hard not to take it personally.

Sure, there are situations when a man has more experience, more formal education, more talent, more entries in his book of business. In this instance, I am speaking to an apples-to-apples scenario. Why then, would a man get the advantage and is that still the case?

While working as an on-air talent, producer and marketing writer at a No. 5 U.S. market FM radio broadcast company, I was an integral part of a team saddled with going through the ratings reports when they came in.

During one intense session that took us in to the wee hours of the morning, we broke to stretch our legs. Nonetheless, I stayed at the conference room table, as did our boss who sat across from me.

I mused to myself for a moment, taking note of how everyone in the group, except for the boss, was a female. So I asked, “Why is everyone in here a woman?” He smiled and without hesitation responded, “Because if you want something done and you want it done right, ask a woman.”

At that moment, I thought it was an empowering thing to say. Over the years, I’ve changed my mind. It took me a while, and with more career disappointments under my belt, some sexual assaults on the job, a divorce and a real understanding about how strong women in marketing threaten an entire vocational culture, I finally get it. And if you don’t just yet, let me help.

“Marketing requires intricate attention to detail and organized processes to
execute a strategic campaign…because it’s evolving by the minute. It’s about telling
a story, building a brand with compassion and reaching business goals as an empowered team.”
Lacey Bertnick, SEO Director, Eminent SEO

Women in Marketing Experience Sexism

Back to what my old boss said about his favored choice in hiring women. The following facts illustrate the truths that led to his hiring preference:

  1. Single moms make up a large portion of the workforce.
  2. Many single moms must work.
  3. They can take a pay cut due to item No. 2 above.

I fit the profile. Many of my coworkers over the years have fit the profile as well. If you don’t, you probably know someone who does.

Aggressive or Driven?

When a corporation looks to promote from within, the one awarded with the title can be a result of a singular characteristic or a myriad of them. Seniority, ability, an internal reorganization or the infuriating “it’s who you know” offer some of the reasoning.

Though when it comes to a woman in the position of a possible promotion, the following factors are taken into account:

  • The effect on others within the company
  • Industry and public perception (if it’s a high-profile opportunity)
  • How the candidate will respond

Oh yeah, and there’s that important subject known as pay rate. Are these also the terms of consideration when a male is contemplated for hire? It depends.

According to MarketingWeek.com, the “pay gap between male and female marketers
has widened from 20.8% in 2016 to 22.4% in 2017,” favoring men.

You’ve probably heard that a man with wisps of gray hair is distinguished, while a woman is old. When a woman is in a position of power, she is often viewed as a bitch. For a man, he is simply driven.

“A woman who is outspoken and assertive in the workplace would be
perceived as overly demanding, whereas a man exhibiting
the same characteristics would be praised for his passion or tenacity.”
Nicola Yap, Organic Marketing Strategist, Eminent SEO

Unfortunately, this isn’t the intellectual skew beholden to men only. Some women share this ideology, which is self-defeating in the quest to climb the corporate ladder in marketing. But times are changing.

“Women are changing the way consumers feel about
brands with more cause marketing and less sex appeal.”
Jessica Feldman, Digital Marketing Specialist, Eminent SEO

The Good Ol’ Boys Club Is Dead

Nothing can be more frustrating to a woman in sales, marketing or creative than coming up with a great promotion, product positioning or ad campaign and then presenting it to a male supervisor only to get it passed on to the decision maker as if the idea came from him – the man.

“When I first started working in digital marketing, it was an ‘old boys club’ and
they weren’t too happy to see a girl step in. My male coworkers wanted me to fail,
left me out of important meetings and memos. I was ridiculed, harassed and talked down to,
paid less and given fewer opportunities than the men. It’s part of why I started my own company.
No one should put up with daily sexism just to earn a buck. I hope to help change that.”

Jenny Stradling, Founder and CEO, Eminent SEO

Some women got tired of the disrespect and mistreatment. Instead, they broke the rules and formed their own marketing agencies, tipping the uneven scales of an industry to make a decades-long wrong, right. In Arizona, I’ve had the privilege of working with two great female business owners in marketing communications, Carrie Martz of the Martz Agency and Jenny Stradling of Eminent SEO.

The Tide Is Turning

The “Mad Men” show was engaging with solid storylines and on-target acting. Perhaps part of its allure and strong audience following is that it served to remind us where we (women) started in marketing and how far we’ve come. In fact, we have arrived.

“If you want to create a successful multi-channel campaign, get a woman to help you.
She can use her insight to attract many others from the female realm. It’s like using the ‘Girl Code.’”
Danielle Knox, Creative Director, Eminent SEO

Now that there is immense public outcry regarding racism, gender-bashing, safe spaces and equality in all forms, the mad women of marketing can take a load off, put their feet up and bask in the glory of our force in the business community. A fun example is a new TV ad campaign for Overstock.com that pits a man against a woman.

Mad Women of Eminent SEO and Others Represent Well

Creative business industries such as advertising, design and marketing have been known for bucking tradition with more flexible guidelines in where we work and how we work. Ours is an industry that can easily connect the most intriguing and successful initiatives with a truly collaborative environment. For example, Thrive Marketing just opened its doors to a new, women-focused working space in Gilbert, Arizona.

The end of silo office environments, strict organizational hierarchies, and the 8-to-5 business models have shifted across many industries, but started in marketing. Remote work, shared work shifts, and team achievements have much to do with women in marketing, because to survive, we had to be flexible.

Juggling family obligations, meeting client deadlines and staying current with industry trends requires a flexible and scalable business model, especially for women. Now many companies have adopted these pathways, supporting women more than ever before.

In final thought, remember: A scorned woman hath no fury (laughing), but we do a hell of a job!

Comment Time: Discuss How You’ve Seen Women Change the Face of Marketing and Business for the Better.

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

Why You Need Multichannel Marketing More Than Ever

This entry was posted on by .

Why You Need MultiChannel Marketing More Than Ever - Eminent SEO

I know what you’re doing right now. If you’re reading this on a smart device, you’re either in the car or somewhere that has another media channel turned on. Radio, television, laptop, maybe your buddy’s phone.

So while you’re scrolling down this content, there are other media impressions close by, bombarding every fiber of your being, whether you like it or not.

According to statistics, we like it. A lot.

Today, All Consumers Have A.D.D.

In fact, media multitasking continues to drive media exposure up because it’s just how consumers spend their time. While older generations have modified their singular focus thought patterns to adjust to the new norm, those who only know digital media are naturally wired to divide their attention simultaneously.

Less Is NOT More

To align with consumers, marketing efforts need to maximize exposure and strengthen the impressions made through multiple channels of media communications. Multi-channel marketing reaches more people because the premise involves the use of multiple media distribution touch points that can include digital, direct mail, broadcast and physical stores that together are meant to expand the audience reach.

But multi-channel marketing has changed recently. It had to. Early multi-channel marketing often dropped the ball on consumers, forcing them to put two and two together.

Our Product Your Interest Equals Sale - Eminent SEOAh! Not so fast. In life and marketing, you may assume NOTHING. The word “assume” broken down makes an ass out of u and me. So where was the disconnect?

The buying life cycle is ever so longer, thanks to the digital space. The gaping hole that businesses need to address in their multi-channel marketing efforts was and remains the impetuous, demanding nature of customers and how best to get them to give a damn about your product.

Simply and silently your audience cries, “Convince me.” Hence, multi-channel retailing was born.

Why does the multi-channel marketing model fit now more than ever? It matches consumer expectations and behaviors.

No one wants to work more than they have to, especially online.

Multi-Channels Turn On Your Audience

US Consumers Spend 12 Hours Day In Front Of Media Channel - Eminent SEOEvery media channel used to promote your business should provide something that inadvertently says, “See me, feel me, touch me!” Websites, offer videos, downloadable eBooks and case studies are prime examples of this.

If it’s a social media ad or post, ask users to speak their mind or visit your latest and greatest upcoming event. If it’s an email, entice them with a special promotion or webinar – the dangling carrot – that can only be bitten by filling out contact information and/or a three-question survey first.

Make It Move in 3 Ways

Here’s how to connect with consumers through a multi-channel approach:

1. Keep It Pretty

Even though people are searching for quality content, what gets their attention are quippy headlines and killer design.

2. Keep It Real

People love the notion of getting what they want in real time, wherever THEY are. Mobile rules the multichannel mainstream. Google continues to strengthen a mobile-friendly ranking system that penalizes websites that aren’t mobile-optimized. Also, Google announced last October that it would further favor mobile search by splitting off desktop and mobile into separate search indexes, favoring mobile as the primary index.

3. Keep It Profitable

In the past, social media was all about getting people to see you, feel you, relate to you and build an ongoing connection. Your business’ social presence was to be nothing more than the resource ‘go-to’ – never to ask for the sale. But now, who has time to waste time?

Make your move as soon as possible by subliminally asking for the sale with a redirect to another channel that provides a shopping cart or a direct link to ecommerce. There’s a saying in sales, “If you don’t ask, you don’t get.” Facebook, Google/YouTube and Pinterest have already positioned themselves within the not-so-free market.

If You Aren’t Competitive, You Have No Business Being in Business

This multiple platform concept might seem too busy, let alone too expensive, for your marketing budget. On the contrary and here’s why.

If you don’t update your communication strategies to follow consumer behavior:

  • Marketing campaigns will have minimal effect.
  • Marketing effectiveness will equate to missed opportunities.
  • Marketing reach and conversions that shoulda-woulda-coulda been yours will go to your competitors.

Multi-channel Marketing Can Actually Increase ROI by Cutting Costs

If Customer Is Here There Everywhere Thats Where Marketing Should Be - Eminent SEOSpread the quality content you generate thin to increase market reach. What? If your content is good and relevant (and it better be) why wouldn’t you want to use it over and over again?

Remember, a consumer needs to be hit over the head by your message before it resonates and sticks. This happens with multiple touches. So why reinvent the creative wheel if you don’t have to?

Repurpose Your Content. Really. Just Hit Repeat.

To writers, designers and any creatives with artistic integrity at their core, the very term repurpose would make their innards recoil at the sound. To repurpose content was the lazy man’s (and woman’s) way to put out more marketing, with less than half the effort, often at the client’s full expense. A cheap shot? Well, yes.

But now with multichannel campaigns, repurposing breathes new life into existing ideas, with a simple twist of forethought.

How Many Impressions Does It Take to Get to the Center of Your Buyer?

Let’s get to the Tootsie Roll center of multichannel responsiveness: the sale. What exactly do marketers need to do to increase the likelihood of making the sale happen? Let’s find out.

Let’s take a step back in time when marketing was simpler. You can build on the complexities from there. Your multichannel creative and messaging should embrace the following in every medium used:

Give some special attention to pay per click. Categorically, dollar for dollar, it’s the best marketing investment you can make as long as you know who your audience is and target them. Sometimes, you gotta pay to play.

So now that you know the markers needed to hit your audience effectively, don’t forget to make your campaigns memorable and shareworthy. You’ll get even more bang for your buck.

Solid Multi-channel Marketing Isn’t Random; It’s Native

Native Ads Visual Focus Stat - Eminent SEOIf you ask yourself, “Do I enjoy being ‘sold’ on something,” thoughts of greasy car salesmen wearing checkerboard polyester slacks waiting to pounce on you the moment you arrive on the car lot might come to mind. Yeah. Being blatantly and shamelessly coerced into buying something is creepy.

Marketing can be like that, but there are more approachable ways to speak to your buying audience.

Keep it native, because your audience won’t really know what hit them. Native ads are, in most cases, advertorial (remember that word?). The content is created to mirror the surrounding media.

If it is for a print placement, the native ad will be designed and written to mirror editorial. The same goes for online advertorial and video. And not so conversely speaking, television and film showcase native ads through cleverly orchestrated product placement.

Why do native ads work? They provide a seamless experience that meets customer expectations, providing the information they need through user-friendly outreach. Nothing over-the-top, just a natural progression of what’s already in front of them.

How Do You Know What’s Working?

Multi-channel marketing campaigns are like reconnaissance missions. They’re only as effective as the results they bring in. But if you’re not monitoring, tracking, managing and updating strategy and responsiveness, how would you know? You wouldn’t.

But that’s a whole different story. Literally. Find out how A/B tests disclose the truth in your marketing by reading my previous blog post.

When You Cross-Channel Your Multi Channels, It’s Marketing Nirvana

Cross-Channel Multichannel Marketing City Highways - ESEOImagine the power of the same message connecting all the right channels to all the right people. It happens by using the benefits found in tracking consumer behaviors, readily available, through online intelligence.

When you segment your consumer data, by demographics or psychographics for example, you can take your multichannel marketing campaigns and direct them, cross-channel them, to the individuals that would more likely respond to your specific messaging.

Or to turn it another way, take your audience-specific messaging, identify the cross-channels, and make that marketing campaign meet that audience face to face in the media channels they use most, but let’s take that one step further:

  1. Each media channel will either redirect them to another channel through a link or other prompt, or
  2. Each media channel ad works as a standalone but is strengthened if each channel crossed is part of the same cohesive campaign strategy.
  3. What do I mean in #2?

Here’s an easy, “old school” illustration of the concept. Note the images below in support of Greenpeace. (No, I’m not getting political.) The first page shows a lush, healthy tree. We know that Greenpeace is all about supporting the environment. Because their brand presence is so strong, the first image as a standalone ad tells their story.

So, as you’re looking through this magazine, you come across the first ad and you “get it.” Then…

Greenpeace Tree Magazine Ad - ESEO… you turn the page to see the next ad and kapow! It really hits you, hard. Are you more likely to react, respond and engage after viewing page two? All day long, right? But its strength was built by the first page.

Swap out the print ad concept, page to page, with multichannel marketing, and the various channels can serve similarly as multiple “pages” in a campaign.

Multi-channel Marketing Invigorates You and Your Customers

Reflect on your current marketing initiatives. Could they use a good swift kick in the nuts? So far as I can see, they just might be ready for a facelift.

Businesses truly represent our better half. For better and for worse, we’re married to them. That being said, you might as well give yours the attention it deserves. Through multi-channel marketing, you can.

Solidify your long-term marketing relationships with multichannel marketing: It’s more lucrative than divorcing yourself from success.

For Your Channel Overview, Just Push Play

Play

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

This entry was posted in Marketing Strategy and tagged , .

A/B Testing Cracks the Code of Online Intelligence

This entry was posted on by .

A-B Testing Code Of Online Intelligence - Eminent SEO

Digital marketing is a wide-open, challenging space. For business owners, advertising and editorial campaigns are the fruit of sales initiatives meant to entice audiences and feed their hunger for products or services. Will they bite? It depends – on a lot of unknowns.

Marketing plans, in their infancy, are like seedlings: tiny, thought-provoking concepts that require warmth, love and attention to reach their full potential.

In the earliest stages of development, online presence is a collaborative process using the talents of web developers, content strategists, graphic designers, writers and more. There many human touchpoints along the way, though each embraces a common fear: the unknown.

Who is our audience?
What if our brand has no appeal?
What if the messaging is off target?
What do customers care about today, tomorrow or at 6:32 p.m. on Thursday night?

With the best marketing director, creative director and product managers that money can buy, no marketing campaign can bank on success before it happens. How do you know what creative strategy and market positioning is guaranteed to work? You don’t. But here’s where you’ll find the clues.

The Benefits Behind A/B Testing

A-B Testing Nutures Your Baby - Max Monster Egg - ESEOIf you’ve never considered adding A/B testing to your marketing plan execution, it will provide more clarity than you might think. A/B testing could also bring more questions to light, but there’s clarity in that too.

Time efficient? Cost effective? Boosts ROI? Definitively.

Perhaps you’ve tried A/B testing before but weren’t happy with the results. Isn’t that the point though?

Digital A/B testing measures more of what you need to know and streamlines marketing efforts. It forces you to delve deeper into the details of your product or service offering, audience, brand and goals. A/B testing allows creative ideation to meet with user reality – and that’s the sweet spot.

There are added benefits to ongoing A/B testing as it helps you keep a pulse on your audience and if or when your business garners relevance.

Online Marketing Without A/B Testing Is Like Target-Shooting Blind

Doing digital A/B testing measures more of the efficacies in new product or service launches and is highly recommended, even for a soft launch. Unless you’d rather bite your nails to the quick, suffer from a bad case of insomnia, take your chances on performance, and pray you still have a job when the campaign goes sideways.

Your vision for success is only as clear as the ability to target succinctly and deliver. Everything else is noise. A/B campaign rolling is the only fair and true test to measure creative messaging and audience engagement.

Know-It-Alls: Digital A/B Testing Measures More than Ego

There’s a sanctity in “being right.” Coming up with award-winning creative messaging might get you kudos from your industry peers but if it doesn’t convert your audience to act, it is so wrong.

Business-minded narcissists and braggarts can use the A/B online platform to measure just how right they are. But digital A/B testing measures more than ego. When ideas align with A/B measured results, you show a knack for marketing intuitiveness and then have just cause to say, “I told you so.”

A/B Test Everything, Often

As consumer wants and needs change with the tide of online influences, so too should your marketing outreach. What works in the summer of 2017 will most likely vary greatly from what works the winter of 2018. A/B testing allows you to stay current and top-of-mind.

To better understand the basic process of A/B testing, use the following steps as a mental illustration.

A/B Testing Mental Process:

  1. Pick a product or service
  2. Decide what you’re testing for
  3. Forecast the right answer/approach (ego ergo here)
  4. Predict the anticipated response
  5. Live with the truth and consequences
  6. Adjust where needed
  7. Test again

The knowledge you can acquire through A/B testing is astounding. You can even generate love, at first sight.

A/B Testing Gives You a Second Chance at First Impressions and More

A-B Tests Can Measure Audience Design CTAs - Eminent SEOIt’s been said that you can never get a second chance at making a good first impression. With A/B testing, you can in five seconds.

The right messaging entails many variables. Focus on who will receive the messaging, and that should dictate design and layout, colorization, verbiage and tone, and the call-to-actions applied.

With A/B testing, you can alter any single aspect of your messaging to discover what works best.

If you’re not sure of who your target audience is or if your business has multiple types of consumers and prospects, A/B testing is the perfect forum to segment your market reach through:

  • Demographics
    • Age
    • Gender
    • Education
    • Average household income
  • Psychographics
    • Personality
    • Values
    • Opinions
    • Attitudes
    • Interests
    • Lifestyles
  • Geotargeting

It’s a Matter of Time

Keep in mind that some user behavior is a direct result of predictable timing. You can use this to your advantage during A/B testing.

For example, industries that are entertainment-centric would probably fare better by marketing on Thursdays when consumers are thinking about the weekend. If your luxury product offering might appeal to middle America, A/B test its marketability within two days of the 15th or 30th of the month (paydays).

Finding Value in Pricing

Price points can dictate a do-or-die success rate for a product launch or rebrand campaign. To get a better idea of what monetary number consumers will accept or reject as a purchase point, explore your options with A/B testing.

Use the other elements of measurability:

  • Messaging
  • Audience
  • Timing
  • How they create a consumer’s perceived value

This type of value is then weighted against competitors’ offerings, product benefits, misgivings and price.

Choose focal points that promote your value and segment them within the A and B rollout. Note the psychology behind numbers and how they affect human behavior. For most people, $39.99 is more pleasing than a $40.00 price point.

SEO Makes It Easier on You and Your Audience

Why not give consumers what they’re searching for? If they don’t know you exist, how can they find you? Instill A/B varied keyword campaigns to find out what people are looking for. You’ll gain important insights as to what consumers want and how they look for it online.

A Good Approach Sets Up a Smooth Landing

Pay-per-click ads and social media posts aren’t the only places that A/B testing can prove to be constructive. As long as you’re evaluating the strength of the initial ad or post, complete the campaign assessment by A/B testing the corresponding landing pages.

Use the same seven-step mental process shown earlier in this article as a guide to formulate variances in landing pages. You may want to do two sets of the testing, A/B and A/B, to measure the performance of banner designs, headlines or call-to-actions.

To read more about A/B testing and other optimization tips for landing pages, click the button below:
Read 8 Tips for PPC Landing Pages

The Patience and Virtue of 90 Days

A-B Tests Take 90-Plus Days For Results - Eminent SEOIt might be asking a lot of anyone to exercise patience in the creation, execution and measurement of digital content. Consider this: Just because user behavior indicates impulsivity at a click or swipe doesn’t mean the artists behind the content should be just as reactionary, though the attraction to do so is understandable.

Let’s say you’ve worked hard on every aspect of a given product launch. You launch the online campaign. You’re not getting the anticipated results, even with A/B testing.

Give it time. Oh the difference 90 days can make to judge marketing effectiveness, engagement and conversion rates.

Consumers’ interests ebb and flow with pop culture trends, seasonal changes, employment adjustments and the best reason of all: just because. Your business representation online should be solid. If your digital presence shifted as quickly as consumer interest, you’ll find that it’s hard to tell what’s working and what isn’t. It might feel as though you’re spitting into the wind. Only you know where that spit’s been.

Give your current marketing campaigns three months to season. If they’re not bringing you the results you’d hoped for, there’s no reason to start from scratch. Make small changes to what you already have, then A/B test again and run those versions live for another 45 days.

A/B Testing Refines Virtual Imperfections

In the quest for perfection, we tend to home in on the details of marketing initiatives and adjust them, based on measured performance. No matter how diligent you are about using A/B testing, there is one truth that cannot be changed and must be accepted:

User behavior is measured; human behavior is not.

The intuitiveness about online use provides the data needed to structure marketing campaigns. The quirkiness of human behavior cannot be adequately measured as it comes from individual thoughts, emotions and dreams that flow with changes in personal life circumstances.

Is there an A/B test available to measure that? Technology moves mountains…

Great A/B Testing Is Born with Purpose

Marketing content at its finest should inform, entice and draw engagement to elicit brand awareness, customer loyalty and commerce (direct, deferred and referred).

A/B testing isn’t meant to replace original campaign strategy or ideology, but to measure or tweak it. Based on performance numbers, your strategy, positioning and content can be realigned.

Imagine how much more your business could thrive, faster, by partnering with a one-stop digital shop that knows how SEO and creative content work best, collectively, from day one.

A/B Test Us

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me: