Search marketing is the most impactful marketing channel. No matter how niche you are in B2B, a lot of people start their info-gathering process with Google or another search engine channel. The best practice is to make sure all of your ducks are in a row concerning your search engine results first.

Time is one of our scarcest resources—the value is intangible and ultimately finite. This is why it’s so important to make thoughtful decisions about what we choose to dedicate our time to and what we’re gaining in the long run from the loss of those hours.

As we head into 2023, it’s time to rethink your talent acquisition strategy to make sure your new hires are not only the right fit for the job but will have longevity with your company.

The most successful agencies are led with confidence and a clear direction. So what does it take to become a fearless leader? Today’s guest shares how to earn clients’ trust while remaining unbothered by others’ opinions. 

A shocking out-of-home campaign is my favorite tactic. Putting something on your billboards or signage that isn’t expected by consumers makes them think and encourages them to find out more.

At Advantage Marketing, we’ve always sent holiday cards and gifts to clients—not just to the decision makers, but also to support staff. We also include gifts for outside vendors who are involved in the client work, and are sometimes overlooked, to let them know they’re appreciated.

Whether it’s agencies building loyalty with clients or brands with consumers, the core strategy should be to build compassion and human connection.

Broken links back to the company’s website can be found on external pages, such as social pages that were once connected and articles that have been removed. These broken links will negatively affect SEO and can be fixed by either updating or removing them entirely.

With the pandemic and current economic climate, we’re in a shifting economy. Because of this, the biggest opportunity to capitalize on for agencies is working with businesses and industries that are going to flourish in this kind of economic cycle.

While we can’t all have an “innie” that erases our personal life stressors while we’re at work or an “outie” that leaves the stress of work behind so we can enjoy our lives outside of the office, there are actionable ways that you can compartmentalize to create a healthy balance.

A lot of ad blockers are more focused on browsers, so optimizing for in-app ads that appear on people’s phones typically alleviates this issue. It’s much more difficult to block ads in apps such as Instagram.

Include a sense of urgency in the subject line and make sure that numbers are included, rather than just words—“2 days left in the sale!” for example. Including a question can also increase open rates.

What’s the No. 1 selling point of your elevator pitch? Make sure that those “gateway” products and/or services are the main feature on your page—this includes both imagery and caption messaging. Another important thing to keep in mind is that if you’re using video, make sure that the file size isn’t too large, leading to a delay in page loading.

Make the checkout process easy and ensure that all applicable payment options are available—Affirm, Apple Pay, Google Pay, PayPal and so on. Retargeting potential customers who abandon their carts is another great tactic to adhere to.

Have honest conversations with your team and let them know that your criticism is coming from a place of communication and respect—it’s not personal. Don’t beat around the bush, and don’t let the issue keep growing by avoiding it.

Changes in workplace expectations and an increase of remote work opportunities over the past two years is a large factor in this, but other things to consider are generational mindsets, a competitive job market and, of course, the economy.

An inside look at the business and marketing of golf.  Spencer also shares some great travel tips and unique insights in the Back 9 questions.

A two part podcast series discussing everything from fixing the Chicago Bears, Advantage Marketing, golf properties, marketing for "Hello Kitty" to Bandon Dunes, Who Talon Golf is, the appeal of power, and more.

Always make sure you're clear and concise on deliverables and expectations the consumer should have — when you’ll be in touch, a timeline for deliveries, etc. Cosmetically, you can leave a more lasting touchpoint by using art, images, or a funny gif rather than just plain text.

While you should obviously repurpose any accolade or testimonial in your marketing tactics, an even more eye-catching and effective way to do this is to use it as the headline in a newsletter or as the caption on a social media post.

Capturing your audience’s attention within the first few seconds of an ad — whether on television, Instagram, Spotify or other platform — needs to be a top priority. We’ve all become numb to ad content and just scroll by or tune out unless it’s something that is carefully crafted specifically to our interests that stands out.

Be smart about the way you are positioning the product. Although it may be seasonal, presenting the product as a need instead of a want will keep your customers coming back for more.

Video is obviously king, but doing something different with animation will help you stand out even more.

Mass video consumption through OTT will become much more specific thanks to retargeting capabilities, and you’ll see a lot more advertising in mainstream media formats that are individualized for that viewer.

It can be harder to market products and services that aren’t traditionally seen as “sexy,” but only if you’re not thinking outside the box and putting yourself in the eyes of the target consumer. With all the available resources in today’s marketing landscape, there is always the ability to amplify sales efforts if you’re thinking creatively and strategically.

If you’re at a point where you feel as though you’ve exhausted your organic and guerrilla paid marketing efforts and want to dip into paid advertising without a hefty budget, then a social campaign is the right fit because other vehicles tend to be more expensive.

Always keep your sales team incentivized so that they “have skin in the game.” Another important thing to keep in mind and to reiterate for your sales team is that they’re in a relationship-related business, and success will come from relationship building.

Apple's new policy for app tracking, which will begin rolling out with iOS 14.5, aims to help increase data transparency and user privacy, prohibiting certain data collection and sharing that’s used by apps like Facebook and tools like Facebook pixel.

A good consumer website experience overall is key in converting traffic into sales. If your website is misleading, confusing or hard to navigate, you’ll have a much harder time converting traffic into sales.

When it comes to developing marketing strategies while navigating the ever-changing vaccine distribution period, business leaders need to remain agile. While there’s much excitement surrounding vaccine distribution, there are also a lot of hiccups.