The Main Difference Between a Reach and Targeting Strategy

Jun 25, 2016 | blog | 0 comments

The Differences Between a Reach and Targeting Strategy

When you go fishing, do you cast a net into the water and wait for the fish to swim into it? Or do you use a certain rod and line with a specific lure? Marketing strategies are no different. Although there is no "right" or "wrong" way of doing things, I am certainly entitled to my opinion. Based on the analogy I gave, what type of fisherman have you been? Have you been patiently waiting for your volume-based efforts to convert or have you been able to make it home with dinner every night? Think about that as we continue on with our strategic series of summer..
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Reach and targeting strategies have been around for ages. Do you ever chuckle at the beat up branded bumper sticker on the car in front of you? Are you ever tired of passing that cheesy billboard on your way to work every day? Have you ever called the number on either? What about a target ad? No, not the “bullseye view”, we’re talking about the advertisement directed at you. Do you ever notice the retargeting ad following you to every webpage you visit? What if I was to make pun and tell you that you really can expect more and pay less? First, we have to understand the difference in the two..

So, what exactly does “reach” mean?

According to the dictionary, reach is defined as moving or stretching out an arm in a specified direction in order to touch or grasp something. Reach is a common phrase that’s used in the marketing realm as well. When your goals surround the objective of reach, you’re essentially trying to grab as much attention as you can. Although I can’t personally think of a good reason to invest in this type of strategy, many brands use reach when launching a new product. They simply play the numbers game and develop a campaign without much purpose outside of demographics.  Common volume based approaches include:

  • Geographical mailers or flyers.
  • Email blasts, faxes, or cold calling.
  • Placing an ad in a well-known publication.
  • Billboards or other forms of high traffic marketing.

Although this is a decent approach when developing your brand presence, this type of strategy can leave you “out of touch” with your customers. Reaching for sales through volume can generate profits but the return on your investment might not be satisfactory. So, it actually degenerates profits.. In my opinion, executing a reach campaign tends to be effective for brands that already possess high recognition. Anyone else should continue reading..

So then, what’s the meaning behind targeting?

In contrast to a reach strategy, targeting focuses on a developed plan that attacks a specific audience. Furthermore, the dictionary defines targeting as properly aimed at, or on the right course towards an accurate, correct, or valid goal. When it comes to marketing, it’s no different. Targeting your audience with relevant material – based on their interests, behaviors, or affiliations – aids brands in generating an improved return. It’s really as simple as uncovering opportunity through strategic planning.

Targeting potential customers, or even retargeting visitors, can be done in a multitude of ways. Through segmentation, you can assess your current customer base and determine specific ways to cater to their needs. For new acquisition, you can focus on a certain demographic or online community to market your product or service. Either way, you’re setting a purpose for your campaign. Here are some examples of targeting strategies:

  • Pay Per Click campaigns
  • SEO Content strategies
  • Email segmentation
  • Affiliate marketing
  • Social Media Advertising
  • Display ad retargeting (CPA/CPM)

From my perspective, targeting customers that have shown interest in your product or service (or similar brands) gives you an advantage when it comes to conversion rates. Easier said than done, targeting consumers and catering to their needs can create loyal customers that turn to you in specific times of need – what more can you ask for?

And the reach and targeting conclusion is..

If your business is struggling, and you’re thinking about blasting the community with advertisements – I beg you to reconsider. Although a marketing plan takes time, a sustained return can pay huge dividends. Traffic and volume are a thing of the past and users now value relevant content they can relate to. Immerse yourself in a game plan that pinpoints your messaging and caters it to your perfect customers.

Converting 1/1000 views will never compare to a 5-10% conversion rate. At the same time, it’s your business. But, I encourage you to take the time to evaluate both while considering your budget and potential return. If a reach campaign doesn’t sound promising, then it’s time to retarget the drawing board. Best of luck either way..

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Before Paying Someone to Build Your Website

Jun 21, 2016 | blog | 0 comments

What to do Before Paying Someone to Build Your Website

Over the years, building a website has almost become a necessity. Although traditional sales techniques still apply, it's important that you're accurately promoting your brand online. But, before you pay a developer to construct your site, you need to define your business as well as what you'd like to accomplish online. In return, I've coordinated a series of questions that help you uncover your online expectations before investing capitol.
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1. Does Your Tune Make Sense?

Before expanding online, I would highly recommend that you solidify your brand messaging. Although your tagline or catch phrase might make sense to you, it doesn’t always resonate with your visitors. American culture is very diverse and specific word variations might even come off as offensive. I urge you to research this epidemic and view the repercussions. Not only should your website relay accurate information, but it needs to be seamless across all channels. If your tune matches consumer values, you’ll be surprised at the impact it will have on your brand in the long run.

2. What is the Purpose of Your Website?

What are you trying to accomplish by building a website for your brand? If you’re building a website just to say you have one, then I beg you to reconsider. Are you known as an influencer or is your content valued by a following? Has your brick and mortar location taken off and you need to expand online to capture new sales? Are you a photographer, promoter, or creative genius that wants to showcases your work online? Before investing, determine if the purpose of your site surrounds products, services, inspirations, educational material, or your portfolio. Don’t miss your target.

3. What Does Your Budget Look Like?

Identifying your budget before speaking with a web developer enables you to set expectations. Too often, companies depend on the developers to advise them on brand development. This can be a huge mistake that’s avoidable with a realistic budget. Now that you’ve solidified the purpose of your site, it’s time to realize what you can afford. There are several moving pieces in a website design that require consideration. If you plan on expanding your services to an web app or want to link to an online store, the actual cost of a basic website could be a lot less than you think.

4. What Functionalities do you Need?

If you’re working with a web designer, make sure you review the scope of work and all that it entails. Not all website functions are included in designs or even purchased templates. Functions such as enterprise management, e-commerce systems, or even listing features might end up costing you extra. Take time to review some of your competitor’s websites and write down some of the things you like. Once you know what you want, research some of the options that are available. Solidifying functionalities can save you a lot of time during the developmental process.

5. Who's Curating all of the Content?

Most web developers provide you with a finished website filled with dummy text. More often than not, my clients assume that content writing is included in the developmental process. Although I’ve learned to reiterate this, it’s something you need to determine before paying someone to build your website. SEO and content takes time and many underestimate the attention to detail required. Fact is, most web designers take no part in content curation. Even if you purchase a template, I recommend finding an experienced writer so the money you spent on development doesn’t go to waste.

6. How Much Time do you Have?

If you haven’t experienced the web development process before, then this question needs to be addressed. The extend of a web design includes revisions, content implementation, and testing. Before paying someone to build your website, set realistic deadlines and expectations in order to avoid disappointment. The launch of a new site tends to align with a correlating event or offering, so don’t set yourself up for failure and attempt to rush the build. Even templates require minor tweaks and taking the time to iron out anything that could ruin the user experience is worth it.

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Understanding a Creative Imagery Advertising Strategy

Jun 17, 2016 | blog, Content | 0 comments

Understanding a Creative Imagery Advertising Strategy

In a world where online marketing rules, we are constantly faced with finding more ways to attract and engage potential customers. Although there are plenty of ways to capture their attention, a simple creative imagery advertising strategy can go a long way. Instead of investing in volume or reach, it's time to refocus on your brand. Taking the time to develop an ad with "zap" might be your best idea yet..
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Seeing an ad for the first time can cause three different types of reactions. You immediately feel a sense of emotion through relevance, humor, or even anger; You instantly assimilate the ad with a brand; or you stare at the ad impression with confusion. Advertising can take your brand from nothing to something quickly – but it can also be devastating. It’s important that you use your imagination, but even more important to promote clarity.

If you’re struggling to develop an ad, then don’t worry, you’re not alone. Surprisingly, overthinking during the design process happens quite often. Some design teams implement too much copy while others completely miss their target audience with the presentation. How many times have you had to squint or press pause just to understand the purpose of an ad? There are some occasions where advertisements are so overwhelming that I don’t even remember what I was doing. In my opinion, this is unacceptable. Aside from resonating with your audience for an ad campaign, I urge you to not overlook the power of a creative imagery advertising strategy.

In an age where content is king, engaging customers seems to be the main focus. But, far too many advertisers forget that converting them is the key. Grabbing the consumer’s attention is normally the first step of what can be ab extensive sales cycle. So, why would you want to risk screwing it up from the get-go?

If bounce rates or time on site is killing your business, it’s time to re-evaluate your creative advertisements. You may be receiving “clicks” but your message needs to align with your brand identity. It all begins with making sure you’re targeting the right audience. Once you understand who you’re marketing to, you can serve them a creative image that speaks in their language. Anything else will more than likely miss the mark. Taking the time to do this ensures that once they arrive, they’re actually interested in your offering. Below, I decided to analyze a few of my favorite creative imagery ads to show you just how effective a simple picture can be.

prefocus-faber-castell-colored-pencils-creative-advertising-imagery-strategy-banana
Faber-Castell is the world’s leading manufacturer of wood-cased pencils. Aside from their website’s landing page (that could use a serious facelift), this display ad is a great example of creative imagery advertising. After a few seconds, you begin to realize that the banana isn’t being used for it’s edibility or even shape. Here, they focused on portraying the perfect yellow.

Instead of using another form of the color, like a yield sign or lemon, they decided to go with a healthy alternative that many consumers see on a daily basis. They’re not monkeying around with this strategy.

display-nike-creative-imagery-advertisement-strategic-ad-for-their-free-running-shoes

First of all, the colors used in this ad are perfect. When I came across this creative use of a imagery, I wasn’t sure if they were depicting a long jump or an ability to float. Once I realized the woman is wearing Nike Frees I understood the concept.

Nike’s recent marketing strategy targets the active individual that craves alone time with a burn. The advertisement is meant to create a sense of being free. Even if it makes you think of “free fall” instead, their revolution in motion marketing campaigns are on-point.

Hellmanns-creative-display-ad-using-imagery-and-hotdogs-in-the-shape-of-a-bomb-as-their-advertising-imagery-strategy

I know, this advertisement doesn’t exactly use only one image, but it still intrigues me. Although “hunger” might be your first response, this ad focuses on the condiment. It might take a second to digest, but that’s all the time Hellmann’s needs.

The best part about this strategy is they use relevancy to engage you. Not only will consumers think of Hellmann’s when buying hotdogs, but they’ll also remember to top it with some “bomb” ketchup from the well-known American brand.

imagery-advertisement-by-audi-to-capture-the-attention-of-soccer-lovers-and-show-futbal-support

So, do you think there is a purpose to this ad? Audi is a large supporting of Major League Soccer and recently launched a Player Index campaign that aims to engage fans through statistical data while testing their knowledge.

In the above advertisement, Audi is simply promoting the fact they approve of the sport. But, a simple message like this can live with a consumer for a long time. Aligning with their interests goes a long way when it comes to them making a decision.

Advertising is ever evolving. Whether you’re airing a commercial during the Superbowl, or investing in an Ad in your local newspaper – Advertisements will always bring in the big bucks for those that play their cards right. So, next time your brainstorming towards a creative approach of new acquisition, consider keeping it simple. Either way, content that makes sense will always churn positive results – just don’t overthink it.

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Ensuring Consumers Can Trust Your Brand Online

Jun 11, 2016 | blog, Branding, Content | 0 comments

Ensuring That Consumers Can Trust Your Brand Online.

Improving conversion rates can be a lot more simple than you think. Although sales tactics will always exists, it's important that we all begin to understand what consumers are currently valuing online: Their ability to trust a brand during their buying process..
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Before the world wide web, the foundation of purchases, relationships, and even partnerships was significantly different. Aside from convenience, many leaned on trust and reliability when executing business transactions. Reviews consisted of “asking around” and most referrals came from local recommendations. Once the internet became prevalent, spammy tactics and even misleading information was used to persuade consumers and business owners. There were no parameters and guerrilla marketing efforts created success for those that didn’t even provide a solution. Persuading consumers to trust your brand online wasn’t even being considered.

Although a majority of these strategies ceased once people became more educated in the digital world, we still live in a competitive age that focuses on grabbing the attention of those strolling through. Engaging catch phrases or relevant images are used to capture one’s attention, but are we reaching a point where this becomes ineffective as well? Are business owners starting to figure out that user’s experience is now being considered and valued?

So much has changed in the last decade alone. Instead of going to the local establishment and hand-picking our needs, we now immerse ourselves in an extensive conversion funnel that includes comparison, research, and even leverage. In addition to the decision-making process, there’s also an array of things that can go wrong. Shipping, manufacturing, customization, human error, and quality can often negatively impact the user experience. Although our “on-demand” culture may seem to address fingertip convenience, we quite possibly could be less productive than before. So how can we combat this and reach sustainability? It’s simple. Consumers want to know how they can trust a brand online – and let’s be frank, if they aren’t sure, then they’re probably going to bounce.

Providing clarity throughout the sales cycle will help you begin to build online relationships while creating a sense of loyalty. More so, developing your marketing strategy around the user experience will help ensure that consumers can trust your brand online. Although it’s inevitably up to you to provide the need your visitors crave, here are a few examples that enable them to eliminate you from their conversion funnel.

1. Your Message Doesn’t Make Sense.

If you follow my writing, you’ll soon realize that messaging is one of the most important factors when it comes to marketing. No matter if you’re advertising in the newspaper or on social media, your message needs to be consistent. If you find yourself wavering from the specific products or services you provide, simply to attract potential customers, then you’re setting yourself up for failure. This may work from time to time, but if you’re looking to consistently grow, then it’s important that you establish your brand and stay within your niche.

2. You’re Trying to Hard.

A potential customer has visited your website but they aren’t quite ready to pull the trigger. Their decision-making process is stagnant because other priorities have trumped their initial purchase attempt. In the meantime, you’ve begun to execute retargeting efforts to keep them engaged. The problem is, you’re overwhelming them with information. They begin to see your ad on Facebook and after the 3rd or 4th email, they’ve now placed you in their spam folder. Consider their intelligence, for once. If you engage them with quality content from the start, they’ll remember you in a positive manner.

3. You’re Not Getting to the Point.

How many times have you been immersed in the buying process and landed on a site with far too much information? With content currently being king, and SEO not far behind, it’s understandable why this is common. But, it doesn’t make it effective when addressing trustability. Continuously revising your copy or adding content to your landing page in order to improve rankings might backfire on you in the long run. If you’re expecting visitors to convert on your landing page, then get to the point – or at least organize your content in a way that’s presentable to avoid overwhelming consumers.

4. You’re Too Focused on Adsense.

If the main objective of your website surrounds traffic, then you’re probably pretty focused on charging affiliates for their ads. Although this is a great source of income, don’t allow it to distract users from your offering. Aside from news or blogging, you’re not going to make a living off of advertisements – especially if traffic declines. If a visitor has to “X” out of an immediate ad, then search for a contact form amongst other call-to-actions, how long do you think they’ll stay? Ensuring that consumers can trust your brand online includes your ability to provide them with the only solution they’re looking for right now.

social-media-production-development-strategy-logo-and-icon-for-prefocus-by-jordan-trask-in-surprise-arizonaGaining the trust of potential customers online is a lot harder than it’s made out to be. At the end of the day, always lean on consistency. Sometimes users only count on you to provide them with one solution – and that’s OK. When you’re attempting to grow your brand and expand online, it’s important that you have a strategy.

Most importantly, once you’re able to finally get them on your page, don’t lose them. Get to the point, provide clarity, and let them make the best decision, for themselves. If you take the time to be precise on the front end, then you have nothing to worry about. You can begin talking about other ventures and expansion once you scale and own the niche you set out to dominate. Be patient and build your brand one brick at a time and consumers will easily begin to trust your brand online.

If you're currently in the market for a strategic approach..

Feel free to analyze the the current strategic marketing solutions I provide. By working together, I assist passionate business owners with reaching their potential by developing proper brand messaging through the right channels. Most importantly, through trust.

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A Qualitative Guide for On-Page SEO Keyword Selection.

Jun 7, 2016 | blog, Content, strategy | 0 comments

A Qualitative Guide for On-Page SEO and Keyword Selection

Don't overthink an SEO strategy when you're building service or landing pages for a professional website. Trying to cram too much into the presentation makes it difficult to communicate the ideal value specific consumers are searching for. My qualitative guide for on-page SEO and keyword selection will help you maximize, structure, and personalize every form of content you produce.
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As of late, search engine optimization has become more tactical than process-driven. Far too many “marketing” agencies and freelancers and cutting corners to increase views. This just isn’t sustainable in today’s ever-evolving digital landscape. Instead of investing in original means to create memories, most publishers are chasing popular search phrases and trends. But intent is where it’s at!

Even though you may be presented with a promising organic gameplan, it doesn’t mean it’s your best bet. In fact, it could very well be a devastating gamble. Search services are never cheap. Nearly every “marketer” slangs a slew of unnecessary add-ons (that they talk their clients into) in order to drive up their residual income. The more you know the better. 

Phony SEO Experts Hinder Any Organic Strategy.

The guarantee of higher rankings doesn’t always mean better profit margins. Since SEO is an upfront cost (rarely providing a return in less than 60 days), a lot of money can be spent before any proof is in the pudding. Conveyer belt SEO is solely responsible for the high turnover in my space. And quite frankly, it’s the main reason why quality brands won’t take people like me seriously.

Trust is a big problem. It’s hard for decision-makers to know what is going to pay off when they don’t understand what they need. No matter what you think or feel about organic methods, you have to be able to hold your marketing team accountable. Creating a unique story that resonates with visitors needs to be incorporated and at the forefront of your SEO strategy (even if you’re covering a trending topic).

Quality SEO implementation is not something you can just hand to someone and expect done in a few days. It takes time and understanding. Investing in the reach of your definitive value is important. There are tons of ways to improve organic traffic. Here are some ways keyword selection can enhance your on page optimization efforts. 

1. Find Descriptive Search Phrases.

Every qualitative guide for on-page SEO needs to begin with the brand’s reason-for-being. In other words, quality optimization requires certainty and boundaries. Far too often, I see companies chasing quantitative results instead of targeted returns. It’s not about duplicating a successful competitor and hoping to win people over with pricing. It’s about finding the genuine pockets you speak to best. Basic SEO practices leave a ton of money on the table – every single day!

When analyzing SEO strategies, I often find that a majority of keyword outlines (title tags, page structures, content mapping, etc..) surround broad, high volume search phrases instead of detailed search variations that magnify a problem, want or need. Unless you have a true, tailored approach to converting online visitors, you’re competing with buckets and buckets of options. Dialing things in and dominating smaller pockets of less-popular-keywords is far more rewarding. 

Now, I’m not saying high volume keywords should be ignored. But when you’re developing a webpage or blog, you have to be willing and able to expand the search horizon and see where opportunity lies. You store might be located next to all of your competitors – but are you really going to purchase billboard ads next to them all too? On-page efforts should always cater to the most intentful user searches without compromising company goals and brand standards. Anything less us pure laziness and extremely wasteful.

When there is certainty behind the keywords you target, the job of any content writer is a whole lot easier. Boundaries and vision help them get directly to the point. Continuously adding copy or cramming keywords to boost rankings only makes things worse. Being found is only one step of the process. Less competition, detailed answers, and clear value is a recipe for high conversion rates.  

2. Stop Force Feeding Focus Keywords.

Optimizing a webpage with one single keyword is one of the most common misrepresentations of search engine optimization. Again, quantitative methods don’t work as well for SEO. It may seem like a no-brainer to force feed a specific search phrase (evenly) throughout the copy, but you’re going about it all wrong. If you take anything away from my qualitative guide for on-page SEO, it better be the use of search phrase variations. Like I mentioned before, diversity matters.

Methodically writing copy that doesn’t come off as repetitive and spammy gives the site a chance to rank for multiple keywords that are relevant to the purpose of your on-page copy. Remember, search engines don’t just count keywords. They measure they experience; or quality of writing and user navigation. Sometimes, breaking down copy into sections with unique titles drives tremendous results!

Map Out the Flow of SEO Verbiage.

Once you’ve identified a slew of keywords, organize them. If you’re breaking down the on-page SEO for a webpage about gardening – what’s the main focus? Are you an expert of a certain climate, soil, region? What types of plants? How much experience? Will people want to follow you or simply read about to your journey? Will they be experts or beginners? What type of verbiage will they appreciate, or possibly misunderstand? How can you capture your personality as a gardener. 

Asking a lot of questions will give you insight on which keywords will compliment to primary search you’re targeting. The title, “Planting My First Rose Garden After Years in My Scottish Apple Orchard” (with detailed supporting keywords) is a lot more effective than, “How to Start a Rose Garden”. There are probably thousands of blogs on the latter – while the first is almost certain to draw local appeal.

Search Phrases Can Fluctuate and Improve Rankings.

If you want to improve SEO rankings so you can sell more of something (like shoes), then you better be able to communicate the unique specificities of the shoe to search engines. Little things, like imagery and quality web designs help – but they do nothing if people can’t find you! So start with differentiation, then proceed with variation. A focus keyword, such as, “white leather and pink lace little girl shoes,” can be broken down in so many ways. Make the primary phrase prominent, but sprinkle in some contrast to broaden the reach.

Expanding on the purpose of your content will draw more visitors that are specifically looking for this solution – and search engines are more likely to rank you higher based on relevance.

3. Readability Matters With SEO.

Once you’ve solidified your purpose and uncovered correlating keywords, it’s time to organize your thoughts. Landing page development is no different than writing a research paper or even a blog. Organizing the presentation and structure is key. This is why I use a content map and SEO outline with all of my clients. Every transition, new paragraph or sub-heading needs to read well and involve pertinent information.

Most website visitors skim headings, bullet points or even pictures to find what they’re looking for. Not everyone is interested in the entire article. At the same time, you still want to be detailed regarding the topic. Any time a consumer can completely understand the purpose, value, or offer you’re promoting – the better. I’d be wasting your time if I didn’t mention this in my qualitative guide to on-page SEO.

Don’t Be Afraid to Create Distinct Content.

Although extensive details do matter, try not to pack everything about one topic onto one page. Breaking content down into a series or separate ideas is rarely a bad idea. It may take longer, but the reach is far greater. Doing so helps you maximize keyword variations even more. For example, the title, “What Girls Love Most About Horseback Riding Lessons in the Rockies” doesn’t have to summarize 4000 words. You could create three separate topics for women, teen gals and young ladies – and even optimize the heading by replacing “the Rockies” with Rocky ridge trails, Colorado mountain ranges and foothills.

Take the time to see what people are going to need or take the time to read. You’ll be pleasantly surprised by the benefits of breaking down content ideas. A simple “horseback riding for girls” blog article could evolve into a full blown marketing campaign that changes the entire outlook of your business! You never know until you consider what you’re doing – and not just how cheaply you can get it done!

How Can You Avoid Poorly Written SEO?

In order to garner the organic results you’re seeking, consider the following tips that will drastically address the readability of your on-page content.

  • Tone down outbound links and avoid sending visitors to a site or page that will distract them from their search.
  • Bolded words can help visitors find the right information but it can also overwhelm them. 
  • Adsense income is great and all, but not if display ads take away from your conversion funnel.
  • Long paragraphs that don’t get to the point can cause disinterest and hurt your credibility.
  • A lack of headings and a breakdown of content can also disengage consumers.
  • Misspellings and poorly written sentences are a reflection of your professionalism and respect.
  • Big words and extravagant verbiage can be deterring. 

Readability is probably the most overlooked element of quality SEO. A lot of times, the technical side of things (outlines, backend tags, links) are fine – but the copy is a mess. This only ruins the first impression, which halts the entire sales cycle. Don’t sabotage yourself and hire a cheap write that’s out of touch with your value and identity. 

Far too often, I come across pages that annoy and overwhelm me. In turn, I look elsewhere for a solution. If you don’t have the money to hire an SEO strategist to help you with your message and overall presentation, there are some great tools that help you improve your readability online. But the easiest way to keep people on-site is to find a quality copywriter.

You don't always have to hire someone to improve rankings..

At PreFocus, I’m passionate about helping brands enhance their search engine optimization. It’s such a detailed process that always needs work. This qualitative guide for on-page SEO is only the tip of the iceberg, but it’ll bring you a step closer to higher rankings. If you’re still confused or want to learn more about a customized search strategy, your first consultation is always free!

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