Unique Blog Ideas for DIY Influencers That Believe in High Value Content.

Let me start off this article by saying this: blogging is not an easy task. It’s even more grueling when passion, knowledge and/or skill is lacking. No offense; but consumers deserve better. Any ethical venture requires a consistent foundation. If you disagree, you don’t have to keep reading. The fact of the matter is, most people underestimate the concept of high value content and quality readership. It’s easier to cover popular culture and collect affirmation than think outside the box. But it’s so wasteful. Coming up with unique blog ideas and developing original content is far more rewarding.

Choosing Between Qualitative & Quantitative Marketing.

If you’ve been blinded by this, be honest. Believe it or not, you’re not alone. Some of the most genuine, creative voices are never heard because they try to stand out in a crowd that’s wearing the same thing. There’s no reason you have to follow suit. Three quality pieces of content will easily outperform fifteen trendy topics every single time. When the value is higher and the competition is lower; it’s a lot easier to be found. Focusing on high volume keywords or publishing a high volume of blogs (quantitative) won’t get you much traction.

Not many “marketing” (sales) agencies will tell you this, but modern content strategies are rarely original. Despite premium pricing, cheap contractors are usually hired to duplicate popular articles. This eliminates the need for a creative process (most important element of writing) and keeps costs low. Paying for unique blog ideas is risky if you’re the expert. So I thought I’d highlight the DIY industry to better explain the benefits of originality.

Why DIY Pros Could Use a HQ Content Boost.

Those of you that are passionate about teaching people how to do something have to be willing and able to stand out in a valuable-sort-of-way. Even with knowledge and skill, you’re not going to captivate anyone by doing what’s already been done – especially if you’re just getting started. Even with a market share, discussing trends and news stories that have nothing to do with your value is obsolete. This is selfishness disguised as information in order to stay in front of your followers (which defeats the purpose of your influence).

When you have consumer attention, it’s imperative you buckle down and find where the real opportunities lie. Many of you just need a little help getting in front of the right audience. Studying who you might serve best is a great way to kindle momentum. Give yourself some credit and set aside time to think. There are tons of things you know or see differently that are worth putting into perspective. Jumping on the bandwagon of popular (high volume) search phrases only distracts you from your element of appreciation.

How High Value Content Aids DIY Bloggers.

Unique blog ideas generate far more awareness, build confidence and elicit trust while improving search engine rankings. High value content like this may not immediately place you in front of thousands of searches, but it’ll grab the attention of ideal viewers that want to share your stuff. This is a lot more difficult when you’re an option. A quality first impression also makes it easier to keep people engaged and supportive. Wide-net approaches only lengthen your journey.

Understanding this will help you become more than common and intentional with other areas of your life. It’ll also help you formulate a sensible brand identity.

Take this topic for example. At first glance, it may seem like I’m targeting bloggers and influencers with ambition. I might come off as a “rah rah” kind of guy. But the fact of the matter is, they’re not my ideal audience. Truth be told, I don’t think many of them would hire me anyways. DIY stuff is normally produced by hobbyists with a FT job and minimal budget. Earnings tend to be reinvested. Helping this group find their footing is a great way to explain my value and potentially change someone’s life!

This is also a topic lazy marketers wouldn’t dare copy haha.

Examples of Unique Content for DIY Influencers.

In case you haven’t yet picked up on what I’m laying down – content marketing efforts don’t always have to be about the “ask”. Investing in quality will breed certainty that grows over time. To many of you, the long game will be worth it because it’ll better equip you. So ignore the finger-crossing-activities that place you into a bucket of options and start building a foundation of high value content. In the meantime, here are some unique blog ideas that should spark your creative juices.

1. Content Ideas for Gardening Blogs.

When it comes to planting and growing things, there are so many different approaches and methods. Even though you’ll never cover them all, it’s good to be open minded. You never know what you might discover and be able to share. For example: Those of you with no-till gardens could try tilling a patch of soil and comparing the results. You could plant a few fruit trees, try something tropical, or talk about prep for a Christmas Tree lot. Even ideas can be valuable. A few hours a week on something new will give you tons of content. Just make sure you write it all down!

Some of the simplest of things, like how you start seedlings, can elicit tons of unique blog ideas. Where do you buy seeds? What has failed in the past? What type of lighting do you use? Do you start all of your seeds indoors? Are they under lights, in a greenhouse or straight in the ground? Do you have a different process for each plant or are they all nurtured the same? If you don’t use fertilizers, explain why. People love a story that means something. Have you tried natural remedies on any plants? Do you treat the soil? Why do you do what you do or what have you done that gives you confidence in your methods?

Every Gardening Task is Worth Explaining.

No matter what topic you focus on, do your best to maximize every inch of detail. From the soil composition to post harvest activities. Make an outline of everything you do and brainstorm with people who know gardening – and those that do not. Get feedback and organize questions so you can answer them in story form. Be vulnerable and talk about stereotypes, misconceptions or common failures. Be willing to learn about terrains and climates outside of your region to reach new audiences and educate your current one. Even the discussion of environmental factors, like flooding, will improve your credibility.

Last but not least, find ways to talk about yourself. Why do you enjoy gardening and what sparked the interest. How did a passion for it transpire? How has it been beneficial in your life and who have you been able to help or vice versa. Personalizing your channel or blogspot is the best way to establish trust and a relationship with viewers. Most will be able to relate to something you share – so don’t be shy!

2. Unique Homeschooling Blog Ideas.

This is something that I’ve seen explode over the past few years. Since many parents are partaking in homeschool for the first time, information is in high demand. But after researching quite a few channels, there aren’t many influencers talking about the psychological side of things. A majority of the chatter surrounds program reviews, the entertainment of kids, organization and finding “mom time”. Anybody that’s willing to cover tension in-the-home, personality testing (to assess learning capacity), discipline and progress reports (for parents and kids).

I think it’s safe to assume there are millions of parents overwhelmed right now. If they’re reaching a breaking point or their marriage is suffering, they don’t need to know how to be more fun and engaging. They need to learn how to manage the transition and the set of emotions that come with it. While it’s tempting to focus on what the student needs, most parents are not trained teachers. They have to put the oxygen mask on first – so to speak.

You Never Know the Real Impact You May Have.

Daring to bring up real things that people are avoiding will most certainly draw dialogue. It’ll also encourage families to talk about problems and know they’re not flawed for having them. All it takes is one person shedding light on a shadow. Doing so will open up new conversations, giving you plenty of unique ideas for your DIY blog.

Reminding parents that every child is unique by exploring personality traits and learning styles is also a good place to start. There are tons of ways to  At the end of the day, you only know what you know. So if you’re going to be helping people with homeschooling, you better have vast knowledge of the whole spectrum. Education is far more than choice curriculum, personal planning and home decor.

3. Unique Topics for DIY Home Decor.

This is another space of content explosion over the past couple of years. With so many people banking on real estate and remodeling, everyone wants a piece of the pie. While some DIYers have plenty of experience and skill to warrant quality readership – others simply know how to captivate an audience. Either way, the competition is extra thick in every category. So I’m going to tailor these unique blog ideas to the hobbyist that has a decent social media following. Interior design is a whole different art.

First and foremost, with so much information out there already, you need to pay attention to what’s been written as well as the author. Working hard on an article you’ll never rank for is ignorant. This is why creativity and thought matters. (Ie: ‘DIY decorating vs Interior Design’ hasn’t been written but ‘Interior Design vs Interior Decorator’ is very competitive by major sources) Looking for opportunities instead of inspiration will help you come up with unique blog ideas and avoid duplicating high value content.

The Value of Creating Homes Spaces on Your Own.

After my wife showed me a few DIY decorators the other night, I couldn’t help but notice many of them were simply trying something for the first time – like floating shelves for example. These accounts are popular because they show women they can do things themselves. So if you’re looking for unique ways to generate a audience, be vulnerable with your achievements. Shed more light on the process. It’s the whole purpose of DIY, right?

The little wins you’ve accumulated over the years have obviously given you enough confidence to start blogging about it. How has it affected you? Have you overcome anything? Did you struggle with anything before? Did decor give you an outlet? What are some of the benefits of decorating your own home? Organize your thoughts and garner feedback to help you establish a definitive list that can dominate the search category. Be detailed about the different reasons homeowners try DIY. What are some of the tools, apps, guides, plans, materials, finishes or simple tips that make home decorating easier?

Differentiating Yourself With Thoughtful Insight.

Don’t just talk about colors and shades and design. Obviously these things are important – but is it really your forte? Is the goal to inspire people to create their own space or to duplicate your inspiration? (I’d say that’s a major difference between designers and DIYers) Either way, topics (with questions) that help homeowners determine the look and feel of every room would definitely help you stand out. There are endless personalities, behaviors, interests and preferences in the home worth talking about.

Watching you hang a floating shelf for the first time is definitely inspiring – but don’t simply settle for the kudos. Explain how the shelf can be used and modified. Find out who likes this style the best and talk about why. Maximizing your content helps you take a proud moment and add a little value.

4. DIY Workout Content Topics.

Since I rambled a lot in the first three categories, I’m going to keep this one simple. When it comes to high quality fitness content, consumers want to follow someone with a personal fitness journey and loads of education (or personal evidence). These two things are pretty much a prerequisite. From here, you’re going to want to figure out some sort of specialty that has to do with your experience and strengths. For example, if you’re more quick than fast, stick to agility over speed training.

What types of muscles, ligaments, joints, tendons and bones play a role in one’s agility, burst and acceleration. How important of a role does the core play? What kind of cardio, maintenance (stretching, treatment, recovery, etc) and weight training exercises will benefit every component? There’s 30-40 unique blog ideas right there. Taking the time to detail one area of the body (as much as your education allows) only adds value to your ability to plan workouts. Keep it simple. One little fact every day will draw people in.

5. DIY Epoxy Table Blog Ideas.

This is another little hobby that a lot of people are trying. The thing is, it’s really expensive – and not a lot of table makers (or woodworkers) are being transparent about it. Although it is a fairly simple process (with the right tools), educating people on the risks, potential problems and consequences would be a good idea. I know it can be difficult to promote mistakes, but this actually builds trust. Everybody knows craftsman make mistakes time to time. Teaching people how to avoid what you did is the definition of selfless consideration.

Influencers that have had a lot of success building epoxy tables usually produce content that’s creative. It shows their work and how they did it. I think I’ve seen every which way these things are put together now. But very few talk about the little details of the project. What types of frames are you using and why? Is your decision based on price, stability, convenience or trial and error? How might the average joe go about making a decision that’s best for him? Do certain materials work better for bigger tables? What are some of the issues or advantages of each material?

Prove The Handiwork Takes Knowledge and Skill.

What are the misconceptions of the project and what have you learned personally? Have you tried anything new that’s worked better than something you used to believe in? What should enthusiasts know about working with epoxy? Why is it so expensive and what dangers does it pose? How important is the mixing process and how much time do you have to make the pour? Is it OK to “eyeball” measurements? If you overfill the slabs, is it that big of a deal? Are there any tips or tricks for cleanup or to make things less messy? How long should you really let it cure and how can you go about cutting it?

Although it’s tempting to generate a following that gawks at your skill, don’t be afraid to prove your worth. Even if you have to give away a few secrets, you have to know that most people aren’t able to do what you do. There are tons of questions surrounding epoxy tables just waiting to be answered. Jump on Quora and see for yourself. I’m going to go ahead and assume you’ve spent a lot of time trying, failing and trying again. So use some of your experience and certainty so you can stand by the price of your tables.

6. Unique Blog Topics for DIY Photography.

This form of art is nothing new and there’s advice all over the internet for both amateur and professional photographers. From styles, to shades, equipment and lighting – opinions are certainly not lacking. But no matter the amount of information available, creativity cannot be bound. It’s why I’ve always enjoyed helping my wife build her photography business. There are so many elements that go into a quality product. Every single time you freeze the frame, there is an opportunity to learn something new. So talk about it! It’s that simple.

Personalize Your Vantage Point and Build Off Ideas.

Explaining how your style or approach has evolved and who has influenced you over the years is another great place to start. Let your passion, reasoning and drive shine through. At the end of the day, every experience you have as a photographer is different than another’s. Discussing sessions, placements, obstacles, interactions, locations and sporadic ideas will showcase your attention to detail and build rapport. What you do when there’s cloud cover, direct sunlight, rain, or the wind blows a certain way is always worth sharing.

Over the years, I’ve spent a lot of time developing unique blog ideas for Danielle. We’ve talked about our top spots in different sub-cities, DIY lighting, managing events, taking photos for your business and even creating recipes. Helping people take good pictures isn’t just about the camera, subject and settings. Knowing how to work with people, get them to smile and feel comfortable is just as important. It’s easy to publish your work and talk about it – but it becomes valuable when people are able to take something away.

The Cost and Brand-Saving Advantages of a PreFocus.

I’m working on a few new video series here in Memphis, TN. So I wanted to share an outline I made a few years ago that helps explain why it’s advantageous to work with PreFocus. I know society tells you that you have to buy into the flashy stuff or agencies in order to capture the attention of ideal consumers. But it doesn’t have to be that cheesy guys.

Focusing on what you do and why you do it really well is enough to generate attention and drive credibility. Being cool, funny or extra random these days might seem to be it – but marketing quality has always been the bullseye.

At the end of the day, this isn’t a sales pitch. There are so many different things we can discuss that’ll not only improve your current marketing efforts – but the overall equity of your brand. So, here are some of the things I help my clients focus on. 

A. Stop Getting Burned by Flashy Overpromises.

Many sales pitches sound really good. But the solutions are normally basic.

  • Most popular concepts don’t even make sense for certain industries
  • Marketing efforts usually take around 90 days to analyze. Even Ads.
  • Client reports are often full of skewed data that’s misleading (likes).
  • Do you know why so many agencies deal with high client turnover?

Nobody can “do it all” for a major company without access to some talent.

  • Most “marketers” pocket large budgets and hire cheap contractors.
  • They read a book, buy a guide or take a coarse and become “experts”.
  • Cookie cutter strategies remove creativity from marketing efforts.

Buying from entrepreneurs, adopting strategies or buying guides is limiting.  

  • Trying to learn and do things yourself will only stretch you thin.
  • If you don’t differentiate your value, you become a stagnant market option.
  • Investing in your brand, it’s culture and your customers has a higher return.

You need to work with somebody that’s motivated to understand your offering and listen for your value. Someone that can assess the market accordingly and piece together a purposeful strategy. It’s a tremendous peace of mind when your marketing has sound direction. When you’re able to focus on the business, you get to really reward the customers that support it.

B. Implement a Form of Marketing Accountability.

Do you really need to become an expert at marketing? The answer is a big no. The problem is, many business owners are hesitant to throw large sums of money at uncertainty – and rightfully so. The issue lies with trust. Even if you hire a CMO, it’s still hard to know if you’re heading in the right direction or not.

Unless someone is truly able and willing to immerse themselves in the business, it’s normally a lost cause. So here are some questions to determine if some marketing accountability needs to take place.

Do you know if your marketers legit or telling the truth?

  • Would you like to know if you’re wasting $500 a week?
  • Are you managing KPI’s or do you just relinquish cash?
  • Do you have a list of expectations and goals you need to see? 
  • Will you need to change course or cut ties with someone?
    • Have you had to go through a transition before?

Are you paying for good work AND getting a solid ROI? 

  • Do you know what quality looks like and how to price it out?
    • Have you met everyone working with your budget?
    • Have you ever compared plans or contract details?
      1. Many content strategies are $1200-$2000/mo.
        1. Blogs and social posts based on trends and holidays blah.
        2. Is the investment any different or better than competition?
      2. Is longform content being broken down appropriately for reach?
        1. Does every publication have a minimum of 12 touch points?
        2. Do you know how to measure the cost and return of views?
  • Did you know it’s more expensive to fix or reverse ineffective marketing?
    • My resources have taken over plenty of bad sites with a number of costly errors. While these things can be fixed (and paid for twice), a bad first impression takes time to overcome. Anything from grammar to spammy backlinks can deter people. Other things – like stock photos, convoluted pages, slow responsiveness or inconsistent designs – can also hinder perception. High priced sites need accountability and an experienced advocate to establish cohesion.
    • Are you aware of the multitude of “olay” social media strategies?
      1. Buying features, followers and likes from pools of managed accounts.
      2. Advising people to do things for attention instead of strengthening value.
  • Are you guilty of “doing what you’re told” by phony “experts”?
    • Did you know that mediocre efforts could actually be costing you thousands per year?
      1. Did you know there are plenty of ways to effectively spend $5K per month?

Do you know how to spot cheap, lazy marketing companies?

  • Do you know how to look past sales pitches and identify trustworthiness?
  • Have you ever gotten help when it comes to things you’re not experienced with?
  • Would you value an extra set of eyes and ears during interview sessions?
  • Are you marketing with unrecognizable branding, low cohesion and poor professionalism?
  • How do you know if an agency lacks originality or quality SEO services?
  • Do you shop around or simply compare the loudest options available?
  • If you’re basing your decision on price, do you know why?

Direction improves leadership ability.

When you invest in a PreFocus, you’re able to make intelligent, confident decisions.

  • Strengthen competence – what to cut and when to invest.
    1. Less hesitation and focus on things you’re not skilled in or at.
    2. Regain control of and change your business.
    3. Ensure you get what you pay for.

Even though the industry has gotten a bad wrap, it’s still important to get marketers what they need.

Working with an expert helps you see the value in being creative and thinking things through.

  • Many companies easily spend $20K/mo on new acquisition strategies.
    1. Better intent and spending improves P&L statements.
  • What’d it be worth to make sound decisions and trust your spending efforts?
    1. Know that someone else has your brand’s best interests in mind.
    2. Vision and control for far less than your current budget.
    3. You don’t have to hire a salary position – just access when necessary.
  • Experience the growth you envisioned when you got started.
    1. Same budget, better decisions focused on an identity that makes sense. 

How About an Example to Bring it Home?

Think of marketing like farming. You can’t just scatter seed or hire some people that claim to be seed scattering experts and hope something grows. Different types of seed requires different elements to thrive and some seeds have no business being thrown in certain climates. If you’re starting a farm, why wouldn’t you want to find a farmer to help? Now maybe that’s a cheesy analogy but them seeds cost money don’t they?

  • If the produce was less than because you did it your way, would the return be worth it?
  • What if the guidance helped you reap two-fold?
  • Good marketing isn’t cheap but bad marketing shouldn’t be expensive.

So if you’re unsure how to tell the difference, see the opportunity, or simply ask the right questions; then a little help can go a long way. So give me a call and see why it’s advantageous to work with PreFocus in 2022. I’m not in business to make money. I’m in business to create lasting memories. Be purposeful with everything you do and always remember to PreFocus.

Society Hands Over Private Information Like it’s Nothing in 2020.

Society Hands Over Private Information Like it’s Nothing in 2020.

prefocusing-with-jordan-trask-on-his-blog-talking-about-email-marketing-and-genuine-approaches-to-reaching-deal-audiences-in-authentic-genuine-ways-with-content-surprise-az

Does anyone else notice we’ve been slowly conditioned to give private information so we don’t have to hand over money? 

  • “Sign up for a free eBook”
  • “Subscribe to our blog for a discount to our store”
  • “Sign in to read the rest of this article”
  • “Pay for a subscription for unlimited access”

But what does this really cost us? Is it worth “$3 off a blouse” or the free sticker? Are people truly giving private data to receive unnecessary things? If so, why so? Look, I get it – it’s not that big of a deal.. But is it not?

1 million $3 subscriptions can make a NON-EXPERT $3 million (minus digital expenses) overnight.. With that being said, what are you actually subscribing to? What’s closing you and why? Imagine what manipulated capital can then be funnelled into. 

Would it be just as easy to hand over personal data if the invitation said:

“Tell us what your email is and where you live so we can save you a discount (worth a few dollars off), keep our marketing costs low and put you on a list so it’s easy to send you offers. This way, our brand is in front of you all the time and you’ll start believing in some of the things we tell you and need/want some of things we sell you. In the meantime we’ll be able to monitor and track your behaviors so we know your interests and what encourages you to spend more money with us over the next few years. Matter of fact, give us your phone number too so we can sell your full contact information to another operation – potentially a scam – once we feel as though we’ve maximized your wallet.”

Full Name……………..Email………………Phone………………….[ SUBMIT!!!!! ]

It doesn’t sound too promising does it? Imagine how many people over the last decade alone have innocently handed over pertinent information about themselves or others around them with no knowledge of what transpires thereafter.  New online users, seniors and children are extremely vulnerable. Are we really not wired to look into the things that could steer our steps in an unintended direction every day?

It’s easy to assume everyone has good intentions or there’s value on the other end – especially when an advertisement feels like it’s speaking directly to you – but who’s really the benefactor and who’s the beneficiary? And if you’re a business, do you really want to be lump summed with some of these types of operations – even if your intentions are good? At some point in time, society will become fed up with the bombardment of sales pitches. What happens when people no longer listen to automation?

Look, I know email marketing is essential. But the way we go about it is important. If you take short cuts, then expect to cut costs (and even employees) at some point down the road. If you don’t believe me then you’re probably doing something shady. I don’t care, I’ve seen enough of this stuff now to know what a genuine outreach and purposeful messaging brings. It’s not even close.

jordan-trask-from-prefocus-brand-identity-development-company-in-surprise-az-during-video-podcast-about-authentic-marketing-2017

As a Business or Corporation..

Wouldn’t it be easier to execute an effective model and/or simply go above and beyond for the ideal customer? Doesn’t it seem rather risky to condition people to spend money with you or overwhelm them when someone else can easily do the same? Don’t you want your customers to stick by you during tough times – like this COVID-19 pandemic? Wouldn’t it be good if your customers knew you’d stick by them too?

An ability to sustain with a positive future outlook eliminates a number of potential burdens. Most of which impact a leader internally. There’s nothing more troubling than financial uncertainty. Wouldn’t it be easier to have support even when you make mistakes? Wouldn’t it be better to have customer relationships that embody honesty and transparency? Wouldn’t this improve brand equity?

Doesn’t refocusing on your unique purpose, passion and value sound good?

Of course it does, because it is. We’ve just been conditioned for too long, by phony marketing “experts” that this is bad. Don’t worry, we’re working on it. #PreFocusWithUs

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How to Create Purposeful Promotions During a Pandemic.

Purposeful Promotions in a Pandemic.

Here are some simple ways businesses can communicate the essence of their brand to drive new acquisition or retain loyalty when resources are limited.

In the world today, plenty of people are strapped for cash. The Coronavirus has left quite the trail of destruction and business owners have been longing for the light at the end of the tunnel for a few months now. In a matter of days, millions of people lost their grip on what they thought was their future.

When it comes to surviving life in general, consistency, direction and adaptation are usually rewarded. The same can be said in business. Nearly every company faces a wall of adversity as some point in time. In reality, most fail before they even get started because the company isn’t built to survive. Getting a business off the ground and keeping it running is no easy task.

Because of this, nobody should run one without proper training, adequate experience (competence) and a vision that means something. Far too many people look to launch for the money and autonomy. But they quickly find themselves in over their head. No matter how coveted a product or service is, the brand and the experience is what keeps customers coming back.

In a time like this, not everyone has to fail. But if you’re focused on duplicating other entrepreneur’s efforts and following guides created by salesmen then it’s going to be an uphill battle. Nobody likes to select from a “bucket of options” or be sold or told what to do. Inexperience can be devastating during unexpected periods of time – like a pandemic.

The reason I bring this up is because there are tons of operations out there that could be winning right now instead of sitting on their hands. Just because you’re experiencing limitations doesn’t mean opportunity doesn’t exist. There’s always a chance to get in front of someone that’ll value your brand.

Brand Equity Can Be Built During a Pandemic.

It doesn’t take a lot of time and money to interact with consumers right now. For the most part, all you have to do is see what’s trending. Over the past few months, nearly everyone has been online, surfing for the latest delicacy or indulgence to keep them entertained. Discussing what everyone else is can be an easy way to build brand awareness. At the same time, it’s fairly cumbersome – and why would you want to do what everyone else does?

Understanding Your Customers Makes a Big Difference.

One of the best and easiest and most effective ways to market a brand is to understand your ideal target customer. If you don’t carry a passion for who you are, what you provide and who your customers are then.. that’s a shame. Knowing who you serve best is an immense advantage. So how is the process of understanding a marketing strategy? Well, what do you think the result of having quality conversations with your customers would be?

Asking people about their preferences or if there are ways you could do business better are good ways to strengthen relationships during tough times. Any form of genuine communication should be received well right now. From the consumer’s perspective, your actions speak volumes. They take note of businesses that continue to pursue their target market, even in the midst of loss.

Let the Market Understand You Better.

At the end of the day, authenticity is the best way to promote with purpose during a pandemic. Everyone is going through something right now. If you haven’t learned anything since March, then you’re probably doing something wrong. Listen, if you’re worried about the business, then you’ve got to let people know.

Hiding behind your desk or crossing your fingers that things turn around is a bad strategy. Have some humility, get in front of a camera and look for ways you can be transparent and authentic with the current state of the business. Plenty of people are looking for things they can identify with right now. Why can’t it be your business?

Maybe you’re dealing with relational problems or you had to let go of tenured employees for the first time. Maybe you’re struggling to adjust to a work-from-home environment. Maybe you’d like to share some of the curveballs you’ve faced thus far and how you’ve overcome roadblocks throughout. Maybe you want to honor someone from your staff or jump on a podcast with an affiliate company.

Talking to people about real people things build real relationships. Moreover, when you’re able to be vulnerable in the public eye, consumers are able to see your heart and the passion you have for the business to thrive. People want to believe in leaders like that. Raw, uncut content from a time of struggle can be extremely powerful for your brand.

Promotional Purpose is So Important.

So if you’re looking for ways to publish purposeful promotions during a global pandemic, just keep it simple. Show your true colors and discuss unique topics that set you apart from your competition. There’s no need to turn to desperate measures for short term relief when the longevity of your business is vital to your success.

Never lose sight of your big picture and always leverage your identity. Constantly being consistent (constancy) and building an open community establishes and sustains loyalty. If you don’t want to return to the workforce for less pay than before you started, then you’re going to have to dare to be different. An unwillingness to survive simply tells me you never had a true purpose to begin with.

Be purposeful with everything you do and always remember to PreFocus. info@prefocus.solutions.

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Advertising Analysis With Action Planning by PreFocus in Surprise AZ

Advertising Analysis With Action Planning

Over the past few months, I’ve been committed to promoting transparency. I realize others may copy the strategies I use – but, they’ll never be able to mimic my passion, creativity and personalized service. With that being said, I wanted to share a recent analysis I did for one of my current PPC clients. I want to be able to show you how I piece campaigns together and why..

I’ve been working with this company since February on a lot of initiatives, but their main focus has been Adwords. Even though PPC in their industry is extremely competitive, they want to increase their adspend by $10,000 to $25,000 per month. This may seem like an easy decision (because it means more money for me). But, making more money isn’t necessarily my prerogative. It’s about helping my clients prioritize opportunistic channels while constantly improving current campaigns. There’s no reason to throw more money at something when there’s room for improvement. If you have a hard time following this analysis, send me an email and I’ll answer any questions you might have.

Increased Adspend Forecast

In order to avoid overpromising, here is my baseline projections for your ROAS (return on adspend):
  • $20k = 105 Conversions (about 4/day)
  • $25k = 131 Conversions (about 5/day)
The last few months, we’ve been talking about transparency during the sales cycle. This would definitely help me forecast more efficiently. For example, how many conversions are actually turning into clients? – and what are your margins for each? What are monthly margins?

Anticipated PPC Return

If you were to convert 50% of form submissions and make $500 (low) on every client, that’s a $26,250 (+6,250) return. With a $25k spend, it would be a $32,750 (+$7,750) return. This is a 1.3:1 ROI. For every thousand you spend, you’re guaranteed to make $300.

Analysis:

The ROAS is close because your industry is saturating the PPC market instead of playing the long game. CPA (cost per acquisition) has been consistently rising over the last 6 months because of this and some keywords are now well over $60. In my opinion, an increase in your paid advertising budget may not be a wise investment. Even though I anticipate improving the Adwords CPA, putting an additional $10k into evergreen methods will be more fruitful. Let me explain why..

One-Time, $10k Investment in SEO:

This is the main reason why we’ve been pushing for SEO. With PPC, we’re guessing the intent behind every search and don’t have an ability to get bad clicks back. There’s also no true way to determine if the “searchee” is a qualified candidate. Even when visitors are qualified, they’re comparing and contrasting other websites and pricing. Blogs allow you to nurture like we were talking about today – and it becomes an autopilot campaign that compliments a pay-per-click strategy.

Anticipated SEO Return:

Say you invest $10k on 4 blogs a month over the next 6 months and garner 250 emails and 100 leads.
At least 50% (125) of those 250 emails will be qualified customers at some point.
Using the same math as above, closing 50% of the SEO leads would drive a $25k profit ($15k margin) and almost a 3:1 ROI.
Imagine if that same investment drove you 200 leads over the course of the next year – $10k could turn into $50k ($40k margin) and a 5:1 ROI. and so on..

Suggested Marketing Action Plan:

If you do all of the work in one month and plan out the next 6, you’re left with an additional $50k that you’re still wanting to invest.
I recommend putting more money towards improving your on-site conversion rates. Revising some of the deficiencies of the website and improving your brand image will maximize your current clicks in Adwords.

Reasoning:

In July, we were right around a 7% conversion rate. In the last two weeks, we converted 68 of 975 clicks.
If we can get this closer to 20% (195), that would bring our CPA down around $65. Once we’ve executed this number, we can talk about scaling the campaign by adding $10k to the monthly budget. In addition to SEO, I think there are a lot of little things we can do to improve CPA – outside of bidding, tracking and writing compelling ads.

Additional PPC Improvements:

  1. Conditional forms (similar to what Bluesoft uses)
    • submission funnels that encourage people to continue filling out info by asking questions they can relate to.
  2. Short Youtube Videos
    • 10-15 second attention grabbing/pitch videos
    • 1 minute interviews answering legit questions
    • I’m confident in my ability to write and capture these videos by understanding the obvious wants/needs (and hidden wants/needs) of your target audience.
  3. Original company photos on landing pages.
    • You speak to consumers more when they feel like they can get to know the company before calling.
    • Stock photos or basic images don’t allow you to stand out from the standard pictures everyone else uses.
    • Capture photos that show landmarks (signage, building), branded props (letterheads, coffee mugs, pens) and actual employees/clients (meetings).
  4. Graphics Showing a Simplified process
    • Icons and branded graphics that explain your process with visuals and minimal text.
  5. Email subscriptions on Landing Pages
    • Offer deliverable (ebook, guide, free gift)
    • Position valuable information in exchange for email
      • Industry news, law changes, lawsuits, educational content, etc..
      • This would go hand in hand with the blog strategy.
    • This encourages interest if they don’t want to fill out a consultation form
  6. PPC Management increase for Retargeting
    • Youtube
    • Display ads

Other Opportunities:

  1. Hosting Workshops and Special Events
  2. Sponsoring relevant events for brand exposure
  3. Former Client Testimonial Strategy
    • Email Campaigns to solicit more reviews (Facebook, G+, Yelp, Angies, Trustpilot)
    • Free gifts for cell phone video testimonials (authentic and not a production)
  4. Contests on Social media
  5. About videos for stakeholders, managers, consultants, attorneys.
  6. Create pricing transparency page ($1995 vs $1200 example)

Conclusion to: My Advertising Analysis with Action Planning

As you can see, simply increasing a budget isn’t always the best option. It may improve your lead generation, but if you’re not continuously improving – you’ll eventually become stagnant. Competition is real and they’re always looking for a way to bring you down. So, stop “competing” with them to see who can spend the most money and start investing in your customer’s experience.

The better your first impression is, the more likely people are going to choose you. Just because they click and arrive doesn’t mean they’re going to buy in. Improving conversion rates by a few percentile can save you thousands of dollars every year. Don’t make the selfish decision and PreFocus this time around.. Thanks for dropping by!  -Jordan

Would You Like a Free Analysis?

I take pride in my ability to understand a business and it’s customers. In addition to sharing my time and perspective during consulting sessions, I avoid selling at all costs. I would rather you reach out to me down the road than try to talk you into buying into my mentality. At the end of the day, our PreFocus has to be cohesive. I have to know you’ve bought in before we can proceed.

Capturing Apparel Branding for Website Imagery in Buckeye, AZ

Behind the Scenes Look

at our creative direction and how we went about capturing apparel branding and website photos for American Stable.

Location: Buckeye, Arizona

ScheduleAbout

An Introduction to PreFocus Branded Imagery

Helping brands improve their website presentation has been a passion of mine since launching PreFocus almost 2 years ago. Far too many businesses overlook the impact that on-site content can have. They believe having a website is enough. They think publishing a few pages will get them found. But, even when customers find your business, you still need to convert them. The digital realm is an extra competitive place these days and failing to create a memorable first impression leaves tons of opportunity on the table. This is why I’ve teamed up with Bluesoft Websites to begin enhancing the user experience through actuality imagery. Even though I could build your site, it doesn’t really intrigue me. I’d rather help you wow your visitors with a compelling presentation. In order to explain how we create original content for your website, here’s how my wife and I went about capturing apparel branding for American Stable.

Securing a Location and Casting.

Client communication is huge when it comes to branding and marketing. Not only do I need to understand the business, but I need to know it”s ideal customers. I mean, how can anyone expect content to be effective if it isn’t relating or speaking to the right people? With this client, the setting needed to make sense.

Since their clothing line is flame retardant, 100% American-made and mostly worn by mechanics, ranchers and welders – we decided to photograph the apparel brand on a ranch. After rounding up some local welders, their trucks with welding rigs, some blue collars dudes and a bull rider, we felt good about the shoot.

Our Shot List and Creative Direction Summary.

We kicked off the schedule (or shot list) with the bull-rider because, well, he had to ride some bulls later on that night. I wanted to Arizona sun to be apparent in these photos so the “cowboy” seemed to be working. I also wanted to use the brim of his hat to shade his eyes.

Once the sun started going down, I wanted to start capturing some of the welders at work. I knew the flame would look bomb during the “golden hour.” After this, I wanted to get some shots of the guys wrapping up their work day while using the flare of the sun for portrait poses. Then, we planned to close the shoot with all casting together for some beers as if it was a Friday night “cool down.”

Having everyone on the same page on the front end created expectations that we ended up overdelivering on. When people aren’t standing around waiting impatiently, they’re a pleasure to capture. Here’s some details on how it all went down..

Capturing Apparel Branding Photography.

Once we got to the cattle ranch, we easily scoped out the areas we wanted to capture. Knowing we were limited on time with the first set of casting helped us focus on three specific shots with a change of shirts for our “cowboy.”

Shot 1: Broken down tractor in the shade.

This was easily one of my favorite shots. Since the sun was still pretty bright, we knew we had to find a shaded area. This broken down tractor was edgy enough to capture some serious “break time” photos with the editing style I had in mind. Since most ranchers spend a lot of time alone, reflecting on a hard day’s work is something I felt American Stable’s target audience could relate to. I love how we were able to capture Ryan’s style and made sure he wasn’t uncomfortable being himself. It added a little flavor to the pictures. I think he owned it well for a first timer.

We took a variety of shots in this setting so we could leverage different angles for multiple marketing purposes. When investing in a branding photo shoot, you have to make sure you’re not just capturing photos for the website. You’re going to need quality imagery for your ecommerce platform, social media, blogs, and print or digital advertising. At PreFocus, we take pride in helping you use different shots for specific channels. Keep this in mind as we roll through this article.

Shot 2: Cattle Grazing in the Arizona Sun

The next setting was a little less scripted, but required a little guidance. It was difficult for Ryan to walk naturally in space, so we had him concentrate on kicking up dust as he went. This created a nonchalant stroll that looked great in the end. It also took some of the focus off of the overwhelming amounts of dust caused by the cows. We didn’t want Ryan to walk without expression, so we had some of the other guys talking to him as he walked towards the camera.

We didn’t have many props handy (we thought there would be plenty on-site), but we found some bolt cutters in the barn. Holding something helped Ryan pose a little more naturally during the next set of photos. This is where we executed the shot of his hat shading the sun from his eyes while looking onward. The bolt cutters solidified the shot by causing viewers to believe he’s in the process of doing something – not just posing. Small touches like this create a non-scripted perception and makes the content more believable.

Shot 3: Adding a Little Pasteurization

For the last shot with the bull-rider, we wanted to shoot inside somewhere to accompany the lighter colored shirt. We knew that a darker background would create an attention-grab for the photo. We ended up finding an old pasteurizing station that had plenty of natural light. In order to continue the authentic trend, we focused on him exiting the stations while concentrating on turning the corner. Most of these shots will be used for blogs, social media posts and background images with an overlay.

Shot 4: Photographing with Fire

This portion of the photoshoot was by far the most fun. To set the stage, we parked the welding trucks so that the sunlight would creep over the top of the barn. Doing so created some gnarly sunlight flares in most of the images. We started by capturing angles atop one of the adjacent tractors while the welder prepared his gear. Getting him comfortable with being photographed was our initial priority. He was a little nervous but once we got him into a routine, it was easy.

Once we got some solid shots of the personality and his preparation, it was time to spark up the flame. We were right on schedule and the lighting was perfect. When capturing these shots, we started from further away in order to adjust camera settings as we moved closer. Without looking into the flame, we captured a handful of rad images while the welder was at work. By adding some dirt to his shirt, we were able to enhance the actuality of these photos. We also got a cool shot by asking him to engage in some trash talk with the other guys while putting his helmet on.

After we wrapped up the welding, I had another member of casting to jump in the cab of the truck for some candid shots. I asked her to take some jabs at the welder in a flirtatious way. We positioned her in the driver’s seat like she was waiting for him to finish packing up so they could head home.

Shot List 5: Hero Images with the Boys

Since we didn’t have a lot of time for this photoshoot, I knew we had to capture as many different settings as we could. We started off with a few guys putting on work shirts and adjusting their gear. From here, we had them pose with a different truck and a less-distracting background. Shooting from the ground up gave these guys an authoritative presence that’ll be perceived well by the ideal customer.

I really liked one of the guy’s facial expressions, so we decided to isolate him for additional modeling poses. The dirt road really enhanced the colors of the shirt while creating a cool perspective in the background. It ended up being a perfect shot for one of the header images on the website.

In order to capture other shirt variations, we sprinkled in other members of the cast while creating different vantage points. These are great for apparel previews (on ecommerce websites) and social media posts. We lined up all of the trucks and set up different shots that would be perceived as authentic. We were purposeful in the way we grouped casting and encouraged them to relax and act naturally throughout.

Capturing Product Photos for the Website.

The last step of this project required us to capture pictures of the product. Although we had a number of ideas for the background, we ended up going with solid white. This causes potential customers to view the product as a high quality option. We set everything up in our studio and resized all of the images to create a cohesive look on their website’s Shopify plugin.

I want to give Ryan McGary a shoutout for giving us the opportunity to help his apparel business grow. My wife and I had a lot of fun during the shoot and everyone involved was great. We take pride in personalizing the experience so that comfort levels are high and authentic moments come naturally. When you take the time to communicate creative direction and understand your client’s vision – the process is a breeze. Thanks for checking out our creativity at PreFocus!

Need Branding Photography?

We’d love to learn more about your Phoenix business and how we can help you improve your website. Feel free to visit our brand imagery page to learn more about our process and how we can help you convert online traffic.