Relationship-Based Digital Marketing Agency

IMPRINT DIGITAL

marketing tips


<p class="has-medium-font-size">I have run my own business since the age of 11. My father taught me what it takes to run a successful lawn care business, how to have a successful garage sale, how to sell Christmas gift wrap, and how to market myself as an individual.</p>



<p class="has-medium-font-size">Some of these childhood principles bleed directly into running a small business and it is incredible to see the impact they have made on my efforts.</p>



<p class="has-medium-font-size">I want to share some of the things I have done since I was a child, and some new tips for small businesses that do not require a ton of capital to get your small business off the ground!</p>



<p class="has-medium-font-size">Let&#8217;s dive in!</p>



<h2 class="wp-block-heading">Simple ways to market your local business</h2>



<ul>
<li><strong>Knocking on Doors</strong> &#8211; this tactic is neighborly, and relational, and gives you the chance to shake hands, smile, and share a flier with your neighborhood. Typically if neighbors say no to signing up for a reoccurring service or paying for one-off tasks, you can offer to do a job for free in turn for a review! This is a great way to get some customer testimonials and reviews off the ground for your business.<br></li>



<li><strong>Local Reviews</strong> &#8211; I always had local customer testimonials of neighbors when walking door to door, which impacts decision-making! Nowadays people use Google, Yelp, BBB, and more for local reviews. Many small businesses use the excuse &#8220;I am too busy to get reviews&#8221; and they sleep on the fact that it will not always be busy, and you need to prepare for the future if the lead flow slows down, or you desire to hire an employee to help assist! <br></li>



<li><strong>Craigslist</strong> &#8211; Craigslist is a multibillion-dollar company, people still use it often believe it or not. You can post your service or job on here to pick up extra work and meet new clients. Craigslist can be strict about posting your website, but once you do the work, you can often funnel people to your website or ask for a review, or to follow you on social!<br></li>



<li><strong>Content Writing</strong> &#8211; in our <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-guide-generating-marketing-leads-with-a-0-budget/" target="_blank" rel="noreferrer noopener">ultimate guide of how to market with $0</a> I broke down how content is foundational for a brand and website. Content is also great to share on social media to showcase your business is staying present online and up to date! The easiest thing to write about is the things you know best! The most common questions people have. What do people misunderstand about your product or service? How should something be done best?<br></li>



<li><strong>Instagram / Facebook</strong> &#8211; if you do not want to use a business page to start (this is common) you can always showcase and talk about your business on social media under your personal page! While a business page is definitely advised, I have friends who kick-started their business just with their personal social page and started off with a bang and they could not take any more work! There is a saying &#8220;your network, is your net worth&#8221;. Leverage it!</li>
</ul>



<h2 class="wp-block-heading">Other digital marketing tools for small business</h2>



<p class="has-medium-font-size">As I shared above I did a massive breakdown of how you can <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-guide-generating-marketing-leads-with-a-0-budget/" target="_blank" rel="noreferrer noopener">market your business with $0</a>. If you are capable of using a computer, and know-how to interact with Google and search engines to find answers, this is your best bet. </p>



<p class="has-medium-font-size">Things are rough out there. The economy is contracting, small businesses are getting the short end of the stick, and we need all the tools and tips we can get. That is where we help. We aim to bring fair pricing, with zero contracts, and the smartest working team in the business.</p>



<p class="has-medium-font-size">If you need help hiring a marketing team for <a href="https://imprint-digital.tempurl.host/content/" target="_blank" rel="noreferrer noopener">content writing</a>, <a href="https://imprint-digital.tempurl.host/paid-ads/" target="_blank" rel="noreferrer noopener">paid ads</a>, or getting your first <a href="https://imprint-digital.tempurl.host/web-design/" target="_blank" rel="noreferrer noopener">web design</a> done. We are here to help! Just reach out below.</p>




How do I market my local business?


<p class="has-medium-font-size">One of my childhood friends had a change in a career path this last week! He left the job he has held for years and started his first small business, a lawn care company.</p>



<p class="has-medium-font-size">He has work coming in already from referrals of friends on Facebook, and his community directly.</p>



<p class="has-medium-font-size">I called him and immediately said, &#8220;Hey, I have been marketing businesses like yours for a decade +, there are a few things we should knock out this coming weekend to ensure you can be in great shape and get on your feet fast to start generating leads outside of your friends and family network</p>



<h2 class="wp-block-heading"><strong>Starting your first small business? You must do the below:</strong></h2>



<ul class="has-medium-font-size"><li><strong>Create your <a href="https://business.google.com/" target="_blank" rel="noreferrer noopener">Google My Business</a></strong> &#8211; This is where you gather local reviews, share your business info, break down your products and services, + customers can call and text you from here! An amazing lead tool!<br></li><li><strong>Your Website</strong> &#8211; As a skilled marketer I do not love Squarespace and Wix as long-term solutions, but they are GREAT low-cost ways to get a website up quickly with little headache. Just make sure to use high-quality photos from a source like <a href="https://unsplash.com/s/photos/lawn-care" target="_blank" rel="noreferrer noopener">unsplash</a>.<br><ul><li>4 key pages you need: Homepage, Services Page, About Us, Contact Us.<br></li></ul></li><li><strong>Blogging</strong> <strong>&amp; Page Builds</strong> &#8211; a low-cost way to get ranking and prove your legitimacy is with content creation. In 5 seconds you can see the <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-guide-generating-marketing-leads-with-a-0-budget/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=the-ultimate-gude-generating-marketing-leads-with-a-0-budget#:~:text=USING%20GOOGLE%20TO%20FIND%20HIGH%20TRAFFIC%20TOPICS" target="_blank" rel="noreferrer noopener">most popular searches on Google</a> and create content about them. (This blog took me about 15-20 minutes to write, set a timer and knock it out)<br></li><li><strong>Facebook Business Page</strong> &#8211; Always create your <a href="https://www.facebook.com/business/help/1968057156746246" target="_blank" rel="noreferrer noopener">Facebook Business Page</a> so people can connect with you professionally via the business chat. Also, be sure to tag your business when necessary on FB to generate lead flow. When you share the blogs that you write on FB, tag your business!<br></li><li><strong>Free CRM</strong> &#8211; As a lawn care business owner, generating leads and new customers is important but LTV (lifetime value) is the lifeblood of your business. Set up a free CRM like <a href="https://www.hubspot.com/products/crm" target="_blank" rel="noreferrer noopener">Hubspot</a> or <a href="https://monday.com/crm" target="_blank" rel="noreferrer noopener">Monday.com</a> CRM so that you can track your customers over time. <br></li><li><strong>Email Marketing</strong> &#8211; You do not have to start email marketing immediately. You likely are just trying to get enough jobs so that you can have a sustainable business. But setting up an email marketing platform like <a href="https://mailchimp.com/" target="_blank" rel="noreferrer noopener">Mailchimp</a> will be key! <br><ul><li>PS. Your CRM is most important, that will link to your email marketing platform in the future so that you can nurture, upsell, and communicate with customers in a personalized way.</li></ul></li></ul>



<h2 class="wp-block-heading">Let&#8217;s generate some sales</h2>



<p class="has-medium-font-size">Once you have your website and Google My Business set up. Start telling everyone you know about your business, knock out jobs and make sure to ask for reviews. Most new small businesses generate leads from word of mouth! These are typically friends and family. BE SURE to ask for a review on your Google My Business. </p>



<p class="has-medium-font-size">Do not get discouraged. It can take months of consistency.</p>



<blockquote class="wp-block-quote has-medium-font-size is-layout-flow wp-block-quote-is-layout-flow"><p>90% of small businesses fail, 10% of entrepreneurs just don&#8217;t quit.</p><cite>Anonymous</cite></blockquote>



<p class="has-medium-font-size">If this is your first business, be sure to read my article covering <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-guide-generating-marketing-leads-with-a-0-budget" target="_blank" rel="noreferrer noopener">how to market your business with a $0 budget</a>. This will be a life-changing opportunity for you to kick off in a lean and affordable way. I believe in you!</p>




Your First Day as a Small Business Owner


<p class="has-medium-font-size">While there is no perfect answer to this question, I have a personal framework that I have used that has helped hundreds of businesses reach scale, become profitable, and achieve massive growth. </p>



<p class="has-medium-font-size">It all starts with content as the foundation.</p>



<h2 class="wp-block-heading">Methodology of Content Strategy</h2>



<p class="has-medium-font-size">First, content is the foundation of a marketing strategy.</p>



<p class="has-medium-font-size">I do not care if you are running social, blogging, or creating a paid ad funnel. It all revolved around content.</p>



<p class="has-medium-font-size">You must think through a few things:</p>



<ul class="has-medium-font-size"><li>What are people, before purchasing asking and educating themselves on</li><li>When people feel educated or confident of a few solutions, what do they do next?<ul><li>Typically reviews, talking to customer support or sales and deciding on the best solution</li></ul></li><li>What does the purchase process look like?</li></ul>



<p class="has-medium-font-size">This simple 3 step mental model helps you think through the pre-purchase, decision making, and the purchasing process.</p>



<p class="has-medium-font-size">You can now start content creation for each of these steps of the process. One important thing that must be stated and not overlooked is that content creation is a constant and dynamic thing. It should be a forever strategy.</p>



<h2 class="wp-block-heading">Social is where you share</h2>



<p class="has-medium-font-size">Paid ad funnels work phenomenally for a small business. While many SMB&#8217;s would rationally want to build a paid ad funnel, social media actually has a vital role in early-stage marketing for syndicating content before paid ads start.</p>



<p class="has-medium-font-size">If your brand has the capability to create high-quality videos, and images, you can differentiate yourself with your brand&#8217;s story and mission, social is definitely for you.</p>



<p class="has-medium-font-size">I discussed recently how <a href="https://imprint-digital.tempurl.host/blog/brand-identity/advertising-has-become-entertainment/" target="_blank" rel="noreferrer noopener">advertising has become entertainment</a> which paints a clear picture on how social is valuable and a great differentiation tool for businesses in the digital world.</p>



<p class="has-medium-font-size">Lastly, what is great about content creation and social strategy is there is no cost. These are two massively impactful channels that have zero cost to start.</p>



<h2 class="wp-block-heading">Introduce Paid Ads Upon Profitability</h2>



<p class="has-medium-font-size">If you have access to capital and can start ads sooner, perfect. You can measure and improve your funnel quickly. I have found that many brands often want to build a content and social strategy and then create a paid funnel.</p>



<p class="has-medium-font-size">Without high-quality content and social proof, paid funnels can struggle and flail. </p>



<p class="has-medium-font-size">With a firm foundation of local ranking, reviews and social presence, paid ads are a wonderful introduction to your marketing strategy.</p>



<p class="has-medium-font-size">Paid ads for a small business are typically run on <a href="https://imprint-digital.tempurl.host/google-ads-management" target="_blank" rel="noreferrer noopener">Google</a>, <a href="https://imprint-digital.tempurl.host/facebook-marketing-agency/" target="_blank" rel="noreferrer noopener">Facebook</a>, and <a href="https://imprint-digital.tempurl.host/instagram-marketing-agency/" target="_blank" rel="noreferrer noopener">Instagram</a>.</p>



<p class="has-medium-font-size"><strong>Very important note with paid ads</strong></p>



<p class="has-medium-font-size">At this point you should already have the word of mouth business, leads from your content and social strategy, etc. </p>



<p class="has-medium-font-size">Paid ads are not simply a keyword, ad, then landing page. There are specific things can hinder your paid ads from performing well like product or service perceived quality, pricing, sales team response time, and more. </p>



<ul class="has-medium-font-size"><li>Your product or service must stand up against every other paid ad offering listed on Google</li><li>Your Price must be positioned competitively or appropriately</li><li>Sales team or your website funnel must be fast, easy, and clear. </li></ul>



<p class="has-medium-font-size">Before ever writing off paid ads as a &#8220;doesn&#8217;t work&#8221; channel, you must consider these among many other things.</p>



<h2 class="wp-block-heading">Lifetime Value (LTV) of Customers</h2>



<p class="has-medium-font-size">If you are not considering what a customer&#8217;s value is to your business, you should! Email marketing is a great tool to stay in touch with prior customers or customers who haven&#8217;t purchased or closed yet.</p>



<p class="has-medium-font-size">An intentional <a href="https://imprint-digital.tempurl.host/email-marketing/" target="_blank" rel="noreferrer noopener">email marketing</a> strategy can do wonders for customer experience. A few core MUST have email marketing ideas are:</p>



<ul class="has-medium-font-size"><li>Form follow up &#8211; once the form is submitted, thank them, and tell next steps</li><li>Customer Reviews &#8211; post-purchase or service</li><li>Upsell/Follow up &#8211; if you have other products or follow-up services, make customers aware.</li></ul>



<p class="has-medium-font-size">Email can be introduced the day your business starts. It is not &#8220;fourth&#8221; on this list. Just like any other of marketing strategy these options, you can introduce them anytime!</p>



<h2 class="wp-block-heading">The takeaway</h2>



<p class="has-medium-font-size">Content isn&#8217;t king. I hate that saying. But content is foundational. The brand is king. If you have a great content strategy and a strong brand you will do well. You could have all the content in the world and a horrible brand and you will fail.</p>



<p class="has-medium-font-size">Check out our <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-guide-generating-marketing-leads-with-a-0-budget/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=the-ultimate-gude-generating-marketing-leads-with-a-0-budget" target="_blank" rel="noreferrer noopener">Ultimate Guide of Marketing with a $0 budget</a>. If you are a new SMB this is a GREAT toolkit to get you off the ground. </p>



<p class="has-medium-font-size">If you are established and need help managing any of the above services, we are here to help. Reach out below.</p>




What is the best marketing for small businesses?


<p class="has-medium-font-size">The digital marketing world has been flipped on its head. Digital marketing agencies of yesteryear are struggling to keep up with trends and the attention span of users is quickly turning to the most entertaining and engaging brands.</p>



<p class="has-medium-font-size">Social media has made it to where the most entertaining and relatable brands are the winners.</p>



<p class="has-medium-font-size">Years ago, advertising agencies would create TV ad placements that are well thought out and planned, and they had lots of time to create!</p>



<p class="has-medium-font-size">The timeline has shifted, and brands no longer have months to plan. Marketing strategy and response to current events and current trends have lowered that execution time to hours. </p>



<h2 class="wp-block-heading">The old marketing agency</h2>



<p class="has-medium-font-size">Years ago brands would gameplan for months. There was a lack of tangible real-time data prior to the internet and social media. Decisions were driven by real-life focus groups, polls, and mailouts. Consumers were loyal to the big brands they simply knew and have seen before. </p>



<p class="has-medium-font-size">We have moved from radio, television, and magazines into a more fragmented model. Now media is everywhere. Legacy marketing agencies that make laggard decisions are getting left behind and are completely losing the attention of consumers.</p>



<p class="has-medium-font-size">One-stop-shop advertising agencies were a thing of the 1800s and 1900s. At this time in history agencies were truly focused on the top of the funnel. This was primarily about creating awareness and consideration. </p>



<p class="has-medium-font-size">A screenshot below of what I mean.</p>



<div class="wp-block-image is-style-default"><figure class="aligncenter size-large"><img decoding="async" src="https://sbx-dev.imprint-digital.com/wp-content/uploads/2022/05/Marketing-Funnel-Design-618x628.png" alt="" class="wp-image-3453"/></figure></div>



<h2 class="wp-block-heading">Modern Digital Marketing and Branding Agencies</h2>



<p class="has-medium-font-size">The power distribution has shifted from legacy institutions to their digital counterparts. No longer do 1-2 placements reach the masses. The fragmentation of how media is consumed has completely changed how marketing is done.</p>



<p class="has-medium-font-size">Search and social platforms have created near-unlimited reach. Consumers can purchase nearly anything at any time. Thanks to such targeted reach brands can become super niche which has led to the rise of the direct-to-consumer models which are competing with bigger brands.</p>



<p class="has-medium-font-size">Premium design is now a standard. Even the smallest brands can have a luxury design and feel. Custom product design, photography, videography, and quality creative direction are more abundant than ever.</p>



<p class="has-medium-font-size"><strong>Personalized content wins.</strong></p>



<p class="has-medium-font-size">If you have used the internet at all you have seen the well-styled and personalized content that always seems to find you. </p>



<p class="has-medium-font-size">While digital marketing will be cutting back on pixel tracking into 2023, <a href="https://imprint-digital.tempurl.host/blog/brand-identity/your-brand-name-is-forever-keywords-are-temporary/" target="_blank" rel="noreferrer noopener">organic social content</a> is on the rise and its reach is getting better by the day.</p>



<p class="has-medium-font-size"><strong>Performance and Optimization are daily.</strong></p>



<p class="has-medium-font-size">Marketing campaigns of yesteryear could run for 3-6+ months. With digital and social reach like we have with Facebook, Instagram, and Tik Tok campaigns can be optimized and changed daily based on user response.</p>



<p class="has-medium-font-size">Digital agencies now are standardly a/b testing everything, tracking all ads, analyzing niche customer groups, and using real-time data to drive faster and better decision-making.</p>



<p class="has-medium-font-size"><strong><em>The best brands move quickly.</em></strong></p>



<p class="has-medium-font-size">Without a strategic plan to respond to consumer sentiment and acting responsively to the needs of your core audiences or niche,  you will be replaced with a better storytelling brand that resonates and connects with consumers.</p>



<h2 class="wp-block-heading">Consumers are advertisers</h2>



<p class="has-medium-font-size">With the rise of platforms like Youtube, Instagram, and Tik Tok we are seeing consumers more than ever, influence purchasing behavior.</p>



<p class="has-medium-font-size">First, consumer reviews and consumer affirmation of brands from influencers or respected individuals is a massive trust builder. (This is basically digital word of mouth).</p>



<p class="has-medium-font-size">This also lends itself to the idea that brands MUST be where consumers are. Brands must be present on the social platforms that influence buying and decision-making. </p>



<p class="has-medium-font-size">This is how your brand can win!</p>



<h2 class="wp-block-heading">The takeaway</h2>



<p class="has-medium-font-size">The 3-6 month game plan for marketing is dying. Brands that respond in real-time to consumer needs, niche consumer data, and to social and societal trends are the winners of today and the future.</p>



<p class="has-medium-font-size">Your brand must develop a customer-centric strategy that entertains while being the advertisement all brands need.</p>



<p class="has-medium-font-size">At Imprint Digital we help craft tailored and intentionally niche marketing campaigns for brands that understand this competitive landscape shift is underway. We would love a chance to work with you. Reach out below.</p>




Advertising has become Entertainment


<p class="has-medium-font-size">How many Google ads should a business start out with? And really, how many keywords should you be targeting? This is a great follow-up question to our prior post on <a href="https://imprint-digital.tempurl.host/blog/paid-advertising/what-is-a-good-budget-for-google-ads/" target="_blank" rel="noreferrer noopener">what a good google ad budget is</a>. How many ads you should run depends on a few key things, lets&#8217;s jump right in:</p>



<ul>
<li>Keywords (user intention and searches) &#8211; are the keywords high volume, or low click volume?<br></li>



<li>Adgroups &#8211; words belong in &#8220;buckets&#8221; you would not market oranges to people searching for apples. What services or &#8220;buckets&#8221; do your business offerings fall into? (This helps us best segment the above keywords)<br></li>



<li>Ads per group &#8211; Google recommends one responsive search ad per ad group. There are custom approaches, but this is likely best practice if you do not have experience. I often have run 3-4 ads per ad group so that I can optimize for the best performance. This includes dynamic and responsive search ads</li>
</ul>



<h2 class="wp-block-heading">Why too many Google ads are a risk</h2>



<p class="has-medium-font-size">If you have spread yourself too thin and your account has excessive ads in an ad group, Google runs into a few issues. Google accounts by default are not set to optimize for conversions. This leaves your account not serving the best performing and converting ads (assuming your conversion tracking is set up properly)</p>



<p class="has-medium-font-size">Your account may also not be set to showcase a rotating balance across all ads equally. This can lead to certain ads showing far more than others. I have seen this many times where ads with a low click-through rate (CTR) or with a higher cost per click (CPC) end up getting more visibility. </p>



<p><strong>What this means:</strong></p>



<ul>
<li>Your ad shows, but people are ignoring it (low CTR)</li>



<li>Google shows your most expensive ad (killing your budget faster)</li>
</ul>



<p class="has-medium-font-size">What truly matters is ensuring your account balances the delivery of ads from the start so that you can gather balanced and accurate data that reflects the market. No advertising tool is perfect. But these are some mistakes you can be sure to avoid.</p>



<h2 class="wp-block-heading">Why too few Google ads are a risk factor</h2>



<p class="has-medium-font-size">Not testing ad copy, and attempting to discover what is going to create the best result is a far too common instance in marketing.</p>



<p class="has-medium-font-size">We have audited hundreds of accounts that only have 1 ad for 20+ keywords.</p>



<p class="has-medium-font-size"><strong>This is a problem!</strong></p>



<p class="has-medium-font-size">When targeting a keyword, you want a specific and intentional ad, which leads to a very specific and intentional landing page. This creates a great user experience and creates a higher chance of lead generation and conversion.</p>



<p class="has-medium-font-size">If you are only serving one ad, and that ad fails to connect and resonate with consumers quickly, you are now left serving the same, boring failed ad. By having multiple ads in each ad group, you now give Google the option to serve multiple different types of ads to test on your behalf.</p>



<p class="has-medium-font-size">I typically find that when A/B testing (serving multiple variations of ads to see what is best) one of the ads always tends to perform better than the others. You can then quickly pause the underperforming ads and iterate new ads that are getting the best engagement. </p>



<h2 class="wp-block-heading">High Level Take Away</h2>



<p>Let&#8217;s break down the approach with a TLDR:</p>



<ul>
<li>Create your campaign</li>



<li>Create ad groups that represent the diversity of your products and services that match search need</li>



<li>Place proper keywords within each ad group</li>



<li>Write 2-3 ads per ad group (and use one dynamic responsive ad)</li>



<li>Ensure to stop underperforming ads, and create more of the successful ads. We model after what is working.</li>
</ul>



<p class="has-medium-font-size">There are many more details that are required to get great results with your paid ad strategy. Such as:</p>



<ul>
<li>Device bidding (lower bids or increase bids based on performance)</li>



<li>Location bidding</li>



<li>Time of day bidding</li>



<li>demographic targeting</li>
</ul>



<p class="has-medium-font-size">If you would like to remove the headache and high cost of ad management that is ineffective reach out to our team and we can help. Get an audit or simply chat with our ad specialists and see if we are a good fit for your needs. We look forward to the opportunity to serve you!</p>





<p></p>


Subjective. Run 2 or 3 ads if your site isn't busy. Evaluate whether your website can support ads based on traffic. Maximum 3 ads.

How many Google Ads Should you run?


<p class="has-medium-font-size">When should you rebrand your business?</p>



<p class="has-medium-font-size">Rebranding is a key move in a business owner&#8217;s or marketer&#8217;s toolbelt. It&#8217;s also a time-consuming process that requires careful consideration before beginning. Yes, a rebrand can feel like a fresh start, but it isn&#8217;t always essential or advantageous. Consider a few of the below key reasons as to why your business should rebrand before taking the leap.</p>



<h1 class="wp-block-heading">Acquisition &#8211; purchasing a business</h1>



<p class="has-medium-font-size">Whenever you purchase a business it could be worth considering a rebranding effort. There are a few options that you can take.&nbsp;</p>



<p class="has-medium-font-size">If the organization does not have a strong well-known presence, a complete rename, all the way to the mission of the company could be advantageous. If the business has strong <a href="https://www.investopedia.com/terms/b/brand-recognition.asp">brand recognition</a> and people know the name, you may just refreshen the logo, and redefine the mission to further clarify and affirm the brand&#8217;s future intentions in the market.</p>



<p class="has-medium-font-size">Acquisitions or mergers of brands are one of the most common rebranding opportunities. The current customers of the acquired business are introduced to the established brand and brought to speed as to why the acquisition happened, and how the companies aligned. Making clear the purpose of the acquisition or merger is important so that current customers have no major questions and concerns about the acquisition.</p>



<h1 class="wp-block-heading">Bad Reviews &#8211; Redefining the organization</h1>



<p class="has-medium-font-size">When a business has a bad reputation, bad customer service, and frankly has lost trust in the market, it would be wise to rebrand and redefine the company&#8217;s mission, vision, and purpose.&nbsp;</p>



<p class="has-medium-font-size">It’s also common to follow up with new management, staff, and processes so that the same customer experience does not happen. Starting brand new with a fresh brand and a clean slate can be a wonderful way to reintroduce yourself to the world and set a new tone for your customer&#8217;s experience.&nbsp;</p>



<p class="has-medium-font-size">What is great about rebranding when you have bad reviews is you can take the prior website, content, and pipeline and make the PR (press release) or social announcement about the change. Once you change the name, simply redefine and clarify with the market and customers your new values and purpose.&nbsp;</p>



<h1 class="wp-block-heading">Repositioning your brand</h1>



<p class="has-medium-font-size">Businesses will often rebrand so that they can reposition themselves in the marketplace. This is a great way to attract new customers or to create an appeal to a new target audience. This is a great opportunity to stand out more in the marketplace amongst your competitors.&nbsp;</p>



<p class="has-medium-font-size">Rebranding is a great idea when customers have an improper expectation of your brand or associate your brand with something that does not align with your desired identity. To thrive in an increasingly global, and insanely competitive marketplace, your brand must be able to evolve.</p>



<h1 class="wp-block-heading">Too similar to other brands</h1>



<p class="has-medium-font-size">If your brand looks like another brand or has a similar style design to other brands in the market it would be a brilliant idea to rebrand and redefine yourself. Many small businesses suffer from this problem.&nbsp;</p>



<p class="has-medium-font-size">SMB’s in their infancy often have to compromise on their branding, website, and design aesthetic. If this sounds like your business and you have experienced growth and success, a rebrand could be one of the best ways to recommit your brand to excellence and a leveled-up customer experience.&nbsp;</p>



<p class="has-medium-font-size">If you would like to get a <a href="https://imprint-digital.tempurl.host/brand-identity/" target="_blank" rel="noreferrer noopener">free rebranding consultation</a> or insights from our branding strategists feel free to reach out to us below to start the process.</p>



<h1 class="wp-block-heading">Outdated Brand Image</h1>



<p class="has-medium-font-size">Well-established brands often rebrand when their logo and design are out of date which looks out of touch with the current market. It could also be that the branding does not reflect the new products or services that are offered by the business that has evolved over the last 7-10 years.</p>



<p class="has-medium-font-size">As time passes target audiences can change and the image needs to change to meet the interests and needs of that new audience. Many times minimal changes can make a big impact to align the brand with the new audience or market segment you are targeting. </p>



<h1 class="wp-block-heading">The Takeaway</h1>



<p class="has-medium-font-size">There are many unique situations that require or demand a rebrand. Be sure to discuss with your team, get buying from the leadership in the organization, and take the right measures to ensure the rebrand aligns with your target audience. Rebrands are an incredible way to reaffirm with your customers or market your values, mission, and purpose. </p>



<p class="has-medium-font-size">If you would like to get help for your business&#8217;s rebrand we are excited to help. Contact us below and we can schedule a time to learn more about your needs and craft a strategy that helps you achieve your business goals. </p>




Expanding? Rebrand. Change your logo, name, and business elements. Change may be needed by owners, consumers, and staff.

When should you rebrand your business?

Without advertising, marketing leads may be generated with effort. The goal is to develop shareable content. How-to page.

The Ultimate Guide: Generating Marketing Leads with a $0 Budget


<div class="wp-block-image"><figure class="aligncenter size-large"><img decoding="async" src="https://sbx-dev.imprint-digital.com/wp-content/uploads/2022/04/Evergreen-Content-Graphics-804x628.jpg" alt="" class="wp-image-2956"/></figure></div>



<p class="has-medium-font-size"><br>What is evergreen content, and how can you use it to boost your content marketing efforts? Simply said, it&#8217;s material that remains relevant after it&#8217;s been published, isn&#8217;t time-sensitive, and continues to drive traffic long after it&#8217;s been released. The formats that best complement this approach to content development are given below, along with tips on how to make it work for your company.</p>



<h2 class="wp-block-heading">What is evergreen content?</h2>



<p class="has-medium-font-size">As the term implies, evergreen content is search-optimized content that remains relevant and &#8220;fresh&#8221; for readers over a lengthy period of time. You might believe that all online content is long-lasting, but not all content is valuable into the future for months or even years. Evergreen content, on the other hand, is unique. It remains relevant long after it was published, with search traffic increasing over time.</p>



<p class="has-medium-font-size">Here are a few common evergreen types of content:</p>



<ul class="has-medium-font-size"><li>Tips and Tricks</li><li>How-to Content (for beginners or advanced users)</li><li>Lists &#8211; (odd-numbered lists get clicked)</li><li>original research</li><li>Deep Dive Case Studies</li><li>Best free and paid tools</li><li>Best or Worst Practices</li></ul>



<p class="has-medium-font-size">Simply creating content in one of these formats does not make your content automatically evergreen. But these formats are very popular and helpful to users compared to other formats.</p>



<p class="has-medium-font-size">Instructional videos also are very valuable when aiming to create evergreen content. They can have shelf lives of YEARS! Here is an example video search I look for every summer 🙂 &#8220;My Lawn Mower Won&#8217;t Start&#8221;&#8230;</p>



<figure class="wp-block-image size-large is-style-default"><img decoding="async" src="https://sbx-dev.imprint-digital.com/wp-content/uploads/2022/04/image-1086x628.jpg" alt="" class="wp-image-2950"/></figure>



<h2 class="wp-block-heading">Examples of Evergreen Content.</h2>



<p>Here are some examples of evergreen content we have created in the last month for Imprint Digital.</p>



<ul class="has-medium-font-size"><li><a href="https://imprint-digital.tempurl.host/blog/seo/5-reasons-you-must-get-reviews-for-your-small-business/">5 Reasons You Must Get Reviews For Your Small Business</a><ul><li>We break down the timeliness impacts that reviews have on consumer decision making before choosing a partner.</li></ul></li><li><a href="https://imprint-digital.tempurl.host/blog/blog/7-tips-to-improve-social-media-presence/">7 Tips To Improve Social Media Presence</a><ul><li>These 7 tips will be valuable for 2+ years to share. We can update this yearly as well as social changes</li></ul></li><li><a href="https://imprint-digital.tempurl.host/blog/blog/7-must-haves-for-ecommerce-marketing/">7 Must-Haves For ECommerce Marketing</a><ul><li>Another great &#8220;7 tips&#8221; article. People love odd numbers compared to even, so share a specific amount of tips and reasons for someone to read.</li></ul></li><li><a href="https://imprint-digital.tempurl.host/blog/seo/how-local-seo-impacts-your-business/">How Local SEO Impacts Your Business</a><ul><li>SEO is the backbone of local business ranking across maps and content. This article is going to be valuable as long as Google is a search engine!</li></ul></li></ul>



<h2 class="wp-block-heading">Examples of Content that is not Evergreen</h2>



<p>As we mentioned, not all content is evergreen. It is good to understand what types of content are not evergreen or have a long-term life that can be used. The below could be considered time-sensitive content.</p>



<p>These types of content are <em>not evergreen.</em></p>



<ul><li>News articles</li><li>Stats that are not up to date</li><li>Current Trend articles</li><li>Pop culture and news</li><li>Fashion and clothing trends</li></ul>



<h2 class="wp-block-heading">You can do more than Evergreen Content</h2>



<p>While evergreen content is valuable long term, you also want to have timely and culturally relevant content as well that relates to current events, trends, or what is hot in the news. Evergreen content is a great compliment to function alongside the rest of your content strategy.</p>



<p>While evergreen content is a great lead magnet and tool to build a sales funnel, you also want to be relevant and timely with content that meets the current needs of customers in your market.</p>



<p>Make a blend of time-sensitive and evergreen content for your audience, diversification is key!</p>



<h2 class="wp-block-heading">Build social campaigns around evergreen content</h2>



<p>One great thing about evergreen content is that you can build social strategy and campaigns around it. </p>



<p>If you create a blog or video with 7 tips, or you create an <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-gude-generating-marketing-leads-with-a-0-budget/">ultimate guide</a>, break that out into multiple micro-social posts or videos. </p>



<p>Use those micro pieces of content to funnel users into your larger form piece of evergreen content. This is one of the most impactful things you can do! Don&#8217;t let your content just get lost on your blog. Build micro-campaigns and leverage your evergreen content long-term in unique ways.</p>



<h2 class="wp-block-heading">Update Evergreen Content Regularly</h2>



<p>It is important to keep these long-term evergreen articles up to date and fresh. By doing so Google sees that you are keeping your content relevant with the latest data and the most important information that will impact your users. </p>



<p>Evergreen content when managed well will show a growth pattern in your Google Search Console like this. Monitor your rankings and watch your performance and keep content up to date to maximize results. If you need help with your evergreen strategy, <a href="https://imprint-digital.tempurl.host/contact/" title="Contact">just reach out</a> and we can help.</p>



<figure class="wp-block-image size-full is-style-default"><img decoding="async" src="https://sbx-dev.imprint-digital.com/wp-content/uploads/2022/04/image-2.jpg" alt="" class="wp-image-2952"/></figure>



<p></p>



<p>I hope this helps! These are some great tips to start creating evergreen content for your audience.</p>



<p>Feel free to use our <a href="https://imprint-digital.tempurl.host/blog/seo/the-ultimate-gude-generating-marketing-leads-with-a-0-budget/">Ultimate Guide on marketing with a $0 budget</a> as an example jumping-off point to create your first evergreen piece of content!</p>



<p>If you have any questions or could use some help on your evergreen strategy feel free to reach out to us, we are happy to give a free consult or to provide value in any way we can, just reach out via our form below.</p>



<p>Make it a great day!</p>




Evergreen content is any content that may be used over an extended period of time and will always be relevant.

What is Evergreen Content? And Why You Need It!


<p class="has-medium-font-size">Any competent marketing agency&#8217;s job is to help create unified and effective brands, bring them closer to their consumers and audiences, and drive sales through awareness. While many agencies claim to be able to do so, there are 5 key things to look for in a digital marketing agency or partner. After all, when it comes to hiring a marketing agency to represent and promote your brand, businesses have a lot of options. A great marketing agency will set you apart from other competitors. Let&#8217;s dive into 5 key things you should look for in an agency.</p>



<h2 class="wp-block-heading">Mission-Focused Team</h2>



<p class="has-medium-font-size">A great marketing agency has a team that is focused on the core mission. After 10 years of working at marketing agencies, i have seen team members who are not bought in on the company culture, or who just show up to get a paycheck. These type of team members can be a virus that destroys customer experience.</p>



<p class="has-medium-font-size">It is of most importance to hire passionate people who are bought in on the mission of the company. At Imprint Digital we are focused on family first and helping small to medium size businesses serve their family. We have a heart to help small businesses thrive and succeed in their markets with a holistic comprehensive strategy of inbound marketing. Learn more about <a href="https://imprint-digital.tempurl.host/blog/blog/what-should-i-look-for-in-a-digital-marketing-agency/">what to look for in a digital agency</a>.</p>



<h2 class="wp-block-heading">Clear concise communication</h2>



<p class="has-medium-font-size">Without strong communication, you can&#8217;t execute a successful marketing campaign. This refers to effective communication within the marketing team as well as with the clients that we serve. Having a present and personal relationship with your staff and clients is a key part of creating successful communication. While much contact is done online, it is critical that those digital routes serve to strengthen rather than define existing connections.</p>



<p class="has-medium-font-size">When choosing a digital agency do diligence and go through multiple layers and levels of communication so that you have an expectation of the standard of how the team operates. Thie sales communication should be a reflection of what you experience as a client. </p>



<h2 class="wp-block-heading">Critical Thinking &amp; Problem Solving</h2>



<p class="has-medium-font-size">I love getting audits and critical thinking required reports from potential partners I work with. A great digital marketing agency needs to have skills in the realm of critical thinking and problem-solving.</p>



<p class="has-medium-font-size">The day-to-day of working as a marketing expert involves analytics and large sets of data. A great marketer and agency can take that data and tell a story as to what is going on. This data should be able to be turned into something actionable that creates results for the business.</p>



<p class="has-medium-font-size">Without the skillset of parsing and understanding data and turning that into an actionable marketing plan, your marketing agency may be operating on intuition and guessing on what to do. Make sure your partner operates with intention and actionable insights.</p>



<h2 class="wp-block-heading">Holistic Digital Strategy</h2>



<p class="has-medium-font-size">A successful marketing agency will cater to a client&#8217;s diverse marketing demands, including paid, video, social, content, email and more. All of these things, of course, have a digital connection, therefore digital diversity fluency is a must. You should be able to master the most recent technology while also anticipating and adapting to future technological advances. If your marketing partner is scurrying every time Google updates its search algorithm, instead of predicting what&#8217;s next, you should consider if they are the best partners for your brand.</p>



<p class="has-medium-font-size">In my experience, I always aimed to forecast the best decision-making based on what is going on now, while speaking to my clients forecasting what may come in the future. Gray hat and black hat tactics are never good. Always operate and make decisions based on a white hat and future-focused thinking. What got you here yesterday won&#8217;t get you to where you want to be tomorrow.</p>



<h2 class="wp-block-heading">True Value and Transparency</h2>



<p class="has-medium-font-size">Your marketing agency partner should bring value to the brand monthly. Not only with communication and deliverables but also with transparency in billing. You do not want to be caught off guard with unexpected bills, or random expenses that were not discussed. Be sure to talk about costs upfront. </p>



<p class="has-medium-font-size">I have had a few partners in the past where I get a bill at the end of the month with no discussion of it prior! That lights me up with frustration, all I want is courtesy and transparency as far as what costs will be for certain services. Most importantly, transparency in the sales process before joining a service provider as a client. A great partner will want to give this transparency and build trust from day one.</p>



<h3 class="wp-block-heading">Now you have it</h3>



<p class="has-medium-font-size">I hope this helps with your decision-making when choosing a marketing partner. With proper diligence and approach, you will find a trustworthy partner who can deliver and execute your needs. If you would like to get a free consultation or learn more about Imprint Digital and how we can help your brand, fill out our form below. We would love to help!</p>




The goal of every good marketing agency should be to find new opportunities to interact with their target demographic.

What makes a great marketing agency?


<p>When starting your eCommerce business there are a few must-haves that you need not skimp on. You may be a retail shop going online for the first time, or an eCommerce-only store, these tips will ensure you meet the expectations of your consumers.&nbsp;</p>



<p>Why are these facts so important?</p>



<p>They are expectations of your customers, let&#8217;s dive in.</p>



<h2 class="wp-block-heading">Mobile Optimized Website</h2>



<p>Your ecomm website must have an easy-to-navigate interface with zero confusion in terms of navigation that operates well on desktop and mobile.&nbsp; Make products and categories easy to find.</p>



<p>When you create an easy to search and easy to navigate website, users stay longer and find what they need with ease.</p>



<p>Always test your website on mobile, do not let it become cluttered and become degraded on mobile.</p>



<p>The better your website layout, and the cleared funnel you have, the easier it becomes to identify user experience issues on site, and the quicker you can improve your conversion rate.</p>



<p>The key pages in an eCommerce website you should focus on and audit are in this order:</p>



<ul><li>Home &gt; Product Category &gt; Product Page &gt; Cart &gt; Checkout</li></ul>



<h2 class="wp-block-heading">Original Content</h2>



<p>Creating original compelling content is absolutely essential to being successful in eCommerce!&nbsp;</p>



<p>Many businesses use default copy from manufacturers. This copy is not original or unique to the search engine or the user</p>



<p>Guess why this is not good?&nbsp;</p>



<p>#1 &#8211; If you are a new website, the search engine knows it&#8217;s duplicate.</p>



<p>#2 &#8211; It is likely not telling a story, which does not connect with your visitor&#8217;s specific reason for needing your product</p>



<p>Original content is a great way to differentiate your brand, and a powerful way to start getting ranked and indexed in the search engine results page (SERP). You also have a unique opportunity to sustain ranking long term generating consistent sales.</p>



<h3 class="wp-block-heading">Which pages should you start with?</h3>



<ul><li>Homepage &#8211; Optimize your homepage with content and link to your top 2-3 categories within that content. Also create a long form paragraph at the bottom of the homepage below the fold! (This power tip will ensure Google indexes you homepage, and knows what you classify your business as)<br></li><li>Product Categories &#8211; When users navigate from the homepage, they typically go to a category to see what class and style of products are available. Make sure your categories are optimized for their proper products so it is clear to search engines and users.<br></li><li>Product Pages &#8211; On the product page, you gotta close! Be clear and straightforward about your product. Have clear content, video, and visuals as to why your product solves the customers needs.</li></ul>



<h2 class="wp-block-heading">Social Media Marketing</h2>



<p>Ecommerce marketing on social media is a really effective instrument. It allows you to have a personal, public conversation with your industry, customers, and market. You may use social media to increase engagement and interaction, increase website traffic, and grow your consumer base.</p>



<p>Using various social media platforms for various objectives gives your firm a rich presence that diversifies your abilities and efforts. This will ultimately assist you in meeting the needs of your clients in a way that will help you develop your business over time.</p>



<p>Maintaining a consistent tone and personality for your business on social media is critical since consistency is what builds trust among your audience. Make sure your outreach efforts are coordinated by ensuring your team is on the same page with your company&#8217;s communication style in order to create and retain brand awareness and authority.</p>



<p>Monitoring the performance of this channel is just as vital as being present and engaged on social media.</p>



<h2 class="wp-block-heading">Email Marketing&nbsp;</h2>



<p>Email marketing is one of the most productive methods to communicate with your customers. Despite the fact that you must be quite cautious about the content of your emails and who is included in your outreach, email marketing has been around for a long time because it works.</p>



<p>Provide meaningful information in your emails to reach your target audience more successfully. Make them as personal as possible, include valuable promos, and take that opportunity to add specific and unique value.</p>



<p>Be transparent about your company and open up about what your company is doing, any events you&#8217;re attending, new features, or goods. You want to connect with your customers on a personal level so that you can assess their interests and keep them reading your emails.</p>



<p>Always keep an eye on the metrics of your email marketing efforts, as well as any other parts of your eCommerce marketing strategy.</p>



<h2 class="wp-block-heading">Search Engine Optimization</h2>



<p>I love <a href="https://imprint-digital.tempurl.host/ecommerce-seo/" target="_blank" rel="noreferrer noopener">SEO for eCommerce websites</a>. It is insanely fun to do.</p>



<p>There are so many ways in which users think, use products, and search the web. The better you structure your website search and product categories the easier it will be to get sales.</p>



<p>With today&#8217;s Search Engine Optimization (SEO) norms, it&#8217;s more crucial than ever to keep your website updated with fresh, relevant information, create a positive user experience (UX), and be as error-free value-adding as possible.</p>



<p>Your website&#8217;s content should be clear, dependable, and provide the public with information that is both appropriate and helpful to their needs. If you own an eCommerce business selling pet supplies, it would be wise to provide helpful blogs, tips, and resources that help pet owners nurture and take care of their animals.</p>



<p>When users search for something specific, using keywords in your content in a genuine way will flag your website as a matching result in search engines. Search engine optimization is one of the most cost-effective and high-return eCommerce marketing tactics available.</p>



<h2 class="wp-block-heading">Pay per click (PPC)</h2>



<p>When running a paid campaign there are 3 key things you must consider:<br></p>



<ul><li>Your Ad &gt; Your deal and offer &gt; Your landing page and copy</li></ul>



<p>If you want to keep the lead&#8217;s interest, all three must be in good harmony and coordination. In order to guide the visitor through your sales funnel, the landing page has to be an extension of your ad, presenting what was promised as a reward for clicking on the ad.</p>



<p>It must also be tuned to ensure that keywords show towards the top of search engine results. These keywords will most certainly be used in other elements of your eCommerce marketing strategy.</p>



<p>Landing pages should never be overloaded with content, extra offers, or unnecessary information that distracts the user from the offer already top of mind.&nbsp;</p>



<h2 class="wp-block-heading">Retargeting</h2>



<p>A customer who has engaged with your site is more qualified than a new user to purchase if they engaged in a quality way.</p>



<p>Retargeting is the tool to use to bring highly valuable visitors back to your site.</p>



<p>Did someone visit for 2 minutes or more? Did they visit 5+ pages? These would be considered higher quality users compared to someone who stayed for 15 seconds or only viewed 1 page.</p>



<p>Create retargeting lists for multiple types of visitors and test.</p>



<p>Make your adverts as specific as possible to properly manage a retargeting campaign. Was the buyer seeking something specific? Make sure the adverts that are shown to them are for that specific product and link to the product&#8217;s page. It&#8217;s critical to display the information a user is looking at the moment they click on your ad, just as it is with Search Engine Optimization (SEO) and Pay Per Click (PPC) marketing.</p>



<h2 class="wp-block-heading">Next Steps</h2>



<p>If this has been helpful, I am glad! At Imprint Digital we help take this off business owners&#8217; plates so that they can focus on their product growth, customer service, support, and more. If you prefer a collaborative approach, we do that too.</p>



<p>If you do the work to find the right partner you will be confident in your decision, and you will likely be working with someone who has the grit and tenacity to do what it takes to get your business results.</p>



<p>We would love the opportunity to earn your business as your digital agency. Please call us our reach out today!</p>




Many websites discuss ecommerce marketing. We'll expound on numerous topics instead of repeating them.