Archive for the ‘SEM’ Category

Digital Marketing, What Is It Good For?

Thursday, October 27th, 2011

In the words of Edwin Starr, “Absolutely Nothing!” comes to mind, but that couldn’t be any further from the truth. In fact, it’s the complete opposite. Simply put, digital marketing is the best avenue by which many small businesses can grow to their bottom line. It is the embodiment of how marketing has changed and evolved to a new state; like the transition from the radio was to the TV. The fact that small businesses still have an opportunity to have a stake in the game is telling. What makes digital marketing different from most types of marketing, is that it adds a new twist by putting the consumer in the middle (now more then ever.) With this in mind, digital marketing is good for engaging consumers with targeted and timely information that enables them to make informed buying decisions.  What this means is that you don’t have to have a massive budget to get in the game, However, not having a budget at all can be just as damaging.

What is digital marketing?

It’s the promotion of a companies brand, products or services via digital mediums to reach consumers. From our perspective this includes Web, Social, Mobile and Email Marketing.

A Trusted Partner

I will be the first to tell you that some aspects of digital marketing are best done by someone that has a vested interest in the business, while others just need to be done by a trusted partner. This is where we come in. With proper expertise and guidance, we will get your business found and turn window shoppers into buyers. Contact us today to get started!

Wichita Retailers— the Holiday Season Is Here

Tuesday, September 27th, 2011

Now that summer is over and fall has started, it is time to start thinking about the holidays.  If you are the owner or operator of a retail store in Wichita, now is the time to get your online presence positioned for the holiday shopping season.  According to eMarketer, they expect a 12% increase of online spending this year.  Making it a great time to quickly finalize your plan now and begin executing it as soon as possible to make the most profit.  Here are some things your plan should include:

 

    • A Marketing budget.  Know how much you are planning to spend and by when.  Unless you already have a website that Google loves, you will need to spend a good portion of your budget on display and video advertising.  SEO is still an option, but is not likely to pay off big at this point.

 

    • Marketing materials.  This may seem like an obvious one, but you will need to have your ads, landing pages and copy designed, edited and ready to go in short order.

 

    • Online advertising channels.  With search, mobile and social media marketing channels available,  determine how much you plan to spend on each one.

 

    • Blog.  Not only do you have to write the copy for your ads and landing pages, you need to also have the copy clear and to the point for your blog posts as well. Even though this is extra work, it is well worth it in the long haul.

 

    • Website Updates.  Make sure your web site gets updated as soon as possible with the marketing materials once approved.

 

Go get ‘em!  If there are other items that you see as critical to getting ready for the holiday shopping season, leave a comment and let us know. Thanks!

Are ATT and Yellow Book’s Website, SEO and PPC Delivering Value?

Thursday, July 14th, 2011

The answer is simple. According to clients we’ve spoken with, they are telling us that they are not finding the value.  In the last few months, we have heard from several different local businesses that are utilizing services from these giants and their general response is, “My contract is up here in a couple months and I am looking for someone in Wichita to work with.” Here are a few other things we are hearing.

  1. I have been using their service for years and have not seen the value.
  2. I only see my representative once a year, at renewal time.
  3. They present all kinds of charts, demographics and other jargon that sounds like a sales pitch.
  4. I know that I can get better value from someone in Wichita, that is more responsive and concerned about my business.
  5. Who really uses the yellow pages anymore.

In the cases we have researched, we believe that local Wichita businesses are being dis-serviced and clearly mislead by these giants.  We found websites that were not available, that had missing pieces of information, not compatible with modern browsers and a handful of other issues.  We also found pay per click issues with campaigns, being ran for keywords that had no traffic and to boot, the landing page was not optimized and had little to do with the topic at hand.

How can this happen?  Well, it’s because a change is happening.  Folks just aren’t using the yellow pages as much and are spending more time online. Yellow pages companies are trying to adapt.  Now, we are not saying that they do not have skilled resources or  don’t know what they are doing. We are simply saying that it is necessary and vitally important to meet more than once a year, to talk about the ever changing pace of technology and how it affects the growth of your business.  You need a partner that is a phone call away, to help break down the latest buzz everyone is talking about to help you see how and if it impacts your business.

 

The NewBase Difference:

We want more than just a sale, we want to be your local digital marketing partner.  A partner to us means taking a vested interest in your business and providing value that you can easily see.  We are solely focused on serving the greater Wichita area and are dedicated to helping local businesses within the area grow to their full potential.  We could sell our services nationally, but we choose not to.  We have made a concise decision to help the businesses in our own backyard be successful.  The work we do is what we specialize in and practice every day, so you can rest ashore knowing that we are well-educated and experienced in this department. We look forward to helping you grow your business with us here at NewBase.

Call Us Today, To Get Started

316-841-4238

 

 

 

Is Brand and Messaging Important? You Bet It Is!

Monday, January 24th, 2011

One of the challenges of being a new startup trying to do something different is the fact that you are different. This makes it difficult for business owners to identify with what you do and how it relates to things they already know. When we talk to prospective clients about what we do, they often come back with the response, “So you build websites?” Although this is a service we offer, it is not the core of what we do. So naturally, the next step was to work on our messaging so potential customers could more easily grasp what we do and at the same time highlight how we are more than just another web design company.

At first we brainstormed with the team to identify what makes us different. We quickly realized it was time to get some professional help from someone that does this for a living, and that’s where Todd Ramsey came into the picture. Todd has a strong background in helping businesses identify their brand and messaging. He left Greteman Group late last year to start his own company and later helped co-found The Labor Party, which is where we office. The net result is our new descriptor and messaging:

Descriptor: Online Marketing Strategists

Message: We provide online marketing strategies to help local business find new clients by making every aspect of their online presence measureable, targeted and, most importantly, effective.

Although this message is still more marketing-driven, it has helped our clients better identify with what we do.  In general, now their response has changed to, “Oh, so you do search engine optimization (SEO)?” —  which is much closer to our real focus.  The next step is for us to begin incorporating our new brand and messaging into our website and other marketing materials over the next few months.

Local Advertising with Google Boost (Review)

Sunday, January 2nd, 2011

Part of being an online marketing strategist is staying up to date on the latest advances in online marketing for local businesses and Google Boost is one of them. Amazingly enough, Wichita is one of the lucky cities included in the pilot program, so I recently took a look at using Google Boost for our website and here’s the skinny:

Google Boost is a broad brush approach to using search advertising for local businesses. The idea is to Boost the visibility of a local business by promoting their Google Places listing. The benefit to the local business owner, is that it is a hands off approach to Adwords. What this means is that a local business sets a monthly budget and then Boost takes over by creating ads and a list of keyword based on the information in their places listing.  It seemd like a nice approach to hands free search advertising, so I decided to give ti a try. I setup my campaign and let it run for a few weeks.  After that I logged into the Google Places dashboard to see how things were going and noticed I had no impressions.  So naturally that caused me to dig deeper and here some details from the Boost Adwords campaign:

  • It set a daily budget to $5.48 based on the $170 (25 – 40 clicks per month) monthly budget we set
  • It created a keyword list of 1245 keywords
  • It set the bid of each keyword to $2.00 based on the daily budget and the number of clicks we want to get per month

The net result is that the market I need to advertise for is far more competitive then this and this is why I was getting no impressions.  The other thing I noticed, was that out of the 1245 keywords there were only a few that my website is optimized for, and some are services I don’t provide all together.  So In my case Boost was not adding any value at all to Boosting the views to my Google Places listing.

In summary, what I found was that even though boost is managing the Adwords campaign, it does not give you any special treatment. Boost ads are still competing against every other Adwords advertiser, and there are several factors that go into how well an ad will do that Boost does not seem to be taking into account.  Basically, the value that Boost provides, is to let local businesses advertise on Google search, on a small budget with no headaches.  However, based on my review it appears that it will only render good results for certain markets, and it may end up costing a local business owner more in the long run.  Primarily due to the fact that they will pay more per click, for keywords their listing or website is not optimized for.  In most cases I believe it would be far better to have an online marketing specialist help them with managing their Google search advertising instead of using Google Boost.

Have an experience or other insight about Google Boost, leave a comment.