Acceptance of Circumstances, alt-tags, Being Found on Google, digital marketing agency, Google Ads, keywords, marketing best practices, marketing consultant, online advertising, organic SEO, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, SEO tags, website

Why You Need To Think Of SEO Like Jello

As we discussed in our blog post about four things getting in shape and SEO have in common, SEO is not a one & done, or set it & forget it activity. And, particularly, if your organization hasn’t given much thought in the past to optimizing your website and your Google My Business Profile for search, suddenly employing SEO best practices and tactics isn’t going to cause your website or your Profile to rank well overnight for desirable search terms.

In our blog post about ranking for “things to do in any town” we talked about one of our SEO retail clients with whom we’ve been working for about a year at the time of this post. This client’s business model is focused on individuals visiting their storefront in a large U.S. tourist city, and on in-person sales vs. online sales.

All the initial and ongoing SEO tactics that we’ve put in place are really gelling now, and from February 2023 to January 2024, search-engine/organic search traffic to their website has doubled and the percentage of overall traffic represented by organic search traffic has grown to 66.75% from 41.32%! But, as indicated by the year-long timeframe — while we slowly began to see improvements in the # of individuals who found and visited the site because of a search-engine search, and we began seeing the percentage of overall website traffic represented by organic search slowly rise, it did not happen overnight.

Similar to jello made by using a gelatin mix like Jell-O that you combine with hot water, SEO tactics take a while to gel. You can’t expect instant, sudden results.

SEO Tactics We Employed To Double Organic Search Website Traffic And Cause Google My Business Profile To Rank Better:

  • Initial best practices we employed:
    • Conducting keyword research and employing appropriate high-volume keywords in page title tags
    • Revisiting existing website content and peppering high-volume keywords in page content, as appropriate
    • Adding inner-page links to main website page content
  • Implemented a blog section on website to support ongoing SEO:
    • Began posting about topics relevant to the time-of-year/season that focused on “things to do” type terms, such as romantic things to do in New Orleans
    • Continued to add new blog posts throughout the year — one or two a month
    • Optimized both the post title tags and the alt-tags for any images used in the post
    • Incorporated inner-page and inner-post links in content
    • Submitted the new blog posts for indexing/crawling by Google
    • Added an update to client’s Google My Business Profile that linked to the blog post we just added to the website

The Moral Of Our SEO Success Story

The moral of the above and other client SEO success stories is this. Don’t have unrealistic expectations about the timeframe during which you’ll see results from your SEO tactics; however, if you do implement effective initial and ongoing SEO tactics, it’s very likely you will begin to see the fruits of your labor in the form of improved rankings for desirable, relevant search terms in 6 – 12 months.

As we explained in this blog post about when to employ paid search advertising, such as Google Ads, if your organization needs to rank better immediately in search results for terms entered in search engines by target audiences related to the products, services, and solutions you offer, you may want to consider search advertising.

Free Search Advertising For Nonprofits Who Qualify: Google Nonprofit Ad Grants

And, if you’re a non-profit organization, be sure to to determine whether or not you qualify for free paid search advertising available under Google’s Nonprofit Ad Grant Program.

Our Team Of SEO Experts Is Here To Help

Our Boston digital marketing agency’s team has more than 15 years of experience related to recommending and implementing both organic SEO tactics and paid SEO (SEM) tactics — for both for-profit and non-profit organizations. Reach out today to schedule a complimentary discussion about your particular organization’s SEO challenges and opportunities.

Being Found on Google, blog, Blog, Blogging, keeping up with trends, keywords, lead generation, marketing best practices, marketing consultant, Marketing Planning, online presence, organic SEO, Search Engine Optimization, search terms, SEM, SEO, strategic planning, target audiences, Target Marketing, Understanding Your Environment, User experience, website

Blogging Is Still A Very Effective SEO Tactic

I recently watched a video from an SEO expert who stated that, for certain organizations, regular blogging may no longer be an effective SEO strategy.

The above is not what I’ve seen in the past and what I continue to see. My clients who make and take the time to write and post new blog posts on topics that their particular target audiences are interested in and need to better understand, continue to drive traffic to their website from audiences who have great potential to buy their products or use their services. And, they are driving those relevant audiences because they are ranking well on Google for desirable search terms (known as keywords) because Google is indexing their blog content and serving it up in search results in relevant geographies.

This is the image of hands that are on a laptop keyword and what is shown on the laptop screen is someone editing something that they are posting to a WordPress website. The image is shown to support our Boston SEO company's blog post about why you should continue to blog and how to blog effectively.

How To Blog Effectively

Anyone can “blog,” but how do you blog effectively to support SEO and actual sales?

  • Employ a keyword planner tool, like Google Ads’, to determine on which high-volume keywords your target audiences are searching
  • Use tools like Ubersuggest, Google Trends, and Answer The Public to see what questions your audiences has or what they are searching most about, and create blog posts that speak to those searches and questions
  • Use Google Analytics and Google Search Console to determine what new, or long-time, blog posts on your site individuals are visiting most and make sure that you:

Need Ideas About What To Blog About?

Our team can help you develop a blogging strategy that would include research to determine what you should be blogging about. Depending on the complexity of the products and services you offer, we can even write and post your blog posts for you and make sure they get crawled/indexed by Google.

Reach Out To Our Boston SEO Company Today!

We love a good complimentary discussion about any organization’s marketing challenges or opportunities — whether the organization be a nonprofit or for-profit. To-date, we’ve supported approximately 125 different brands, so there’s very few industries, products, or services for which we don’t have at least some relevant marketing experience; plus, we’re quick to learn new industries, products, and services. So, schedule your free call with our team of SEO experts today!

advertising agency, Being Found on Google, community involvement, Consulting, digital marketing agency, diverse experience, Enjoying What You Do, Google Ads, Google Nonprofit Ad Grant, making time for things you value, marketing consultant, mission statement, Nonprofit Marketing & Communications, organic SEO, paid search, Search Engine Optimization, search terms, SEO, warriors, fighters, doing good, giving back, paying it forward

Nine Years And Counting And How We’re Paying It Forward!

Our Boston Digital Marketing and SEO Services Company’s History

When we hung our shingle for our Boston digital marketing agency 9 years ago, via the launch of this website (April 2014), we had no idea what lay ahead of us. I say “we” because at the time I launched this firm, I knew I’d be able to call on a couple of family members to help me if needed, particularly my wonderful sister-in-law, Sharon, who served as both a cheerleader and a “tasker.” Sadly, our family lost Sharon a number of years ago to cancer, but I strongly believe she continues to cheer me on and has caused many good things to happen on the work front for Results Communications & Research.

I won’t repeat what I’ve shared on other pages or blog posts on our site, but if you want to learn more about my and my digital marketing firm’s journey or the diverse nature of the clients we’ve had the great privilege to serve, check these pages and posts out!

Google Nonprofit Ad Grants

As I call out in this previous blog post about which type of marketing agency or consulting firm to hire, no marketing agency or PR firm can be all things to all people, or be good at all things! So, as our agency has evolved over the years, our team has put many of our energies and learning time into becoming the best possible SEO experts for our clients — helping them be found on Google and in other search engines for high-volume, relevant search terms, via both paid search (Google Ads) tactics and organic search tactics. We’re proud of the very favorable reputation we’ve developed in the Greater Boston area (and beyond) related to the aforementioned, but we’re particularly proud that we have helped numerous nonprofit/cause/charitable organizations apply for and obtain Google Nonprofit Ad Grants and/or optimize such a Grant that they obtained for themselves.

Google Nonprofit Ad Grants are very generous “Google search” online advertising grants that support nonprofits appearing at the top of Google search results for relevant search terms — also known as keywords — used by their target audiences. Ultimately, such advertising creates greater awareness of the organization and their services, and eventually, greater support of and advocacy for the organization’s mission.

You can learn more about Google Nonprofit Ad Grants in this blog post about growing your nonprofit with a Google Nonprofit Ad Grant, and if you reach out, I’m glad to share the slide deck (which includes a recent success story) from a webinar I gave on the benefits of, and how to successfully employ, your Google Nonprofit Ad Grant dollars. You can also watch a quick video I created a while back about Google Nonprofit Ad Grants.

Commemorating Our 9 Years In Business

As our 9th anniversary approached, I gave great thought to how we could celebrate it in a meaningful way. We’re all about giving back and paying it forward, anyhow, but we wanted to do something to express our gratitude to all who have helped us along the way in our business-building journey!

I really wish we could extend the following opportunity to all nonprofits that inquire about it, but one of our many blessings related to being in business for nine years is that we have an extremely full plate and have for a number of years now. Again, we want to thank all our marketing collaborators and our clients for that — so many of you have been great about making referrals and/or sub-contracting work.

So, here’s the opportunity:

If you are a U.S. nonprofit wanting & needing help applying for a Google Nonprofit Ad Grant, e-mail me, by April 30, 2023, to express your need and desire for help with the Google Nonprofit Ad Grant application process at gail.moraski@allintheresults.com and put “May Google Nonprofit Ad Grant Drawing” in the subject line. In May, I’ll randomly select two names from the list of entries we receive and we’ll work with your organization on a pro bono (complimentary/free) basis to help you apply for — and hopefully obtain — a Google Nonprofit Ad Grant. Keep in mind that if your organization is not certified as a 501(c)(3) organization or you are a government agency or health care provider (think hospital, physician, etc.) or an educational organization like a college or university, you will NOT qualify for a Google Nonprofit Ad Grant.

We Can’t Wait!

We can’t wait to see what’s down the road for our Boston SEO company! If we continue to be as blessed as we have been, it means we’ll have the great fortune to continue to meet exceptional business owners, entrepreneurs, nonprofit organizations, and marketers and to collaborate with them to make great things happen on many fronts!

Learn More About Our Google Nonprofit Ad Grant Services And Nonprofit Clients Whose Google Ad Grants We’ve Managed

See who we’ve helped and how we’ve helped nonprofit clients obtain and/or manage their Google Ad Grant.

Learn More About Our One-Time and Ongoing SEO Services And How We Might Help You

To schedule a no-obligation, complimentary discussion of your organization’s SEO opportunities and challenges, and how to get found on Google, e-mail us today at gail.moraski@allintheresults.com, use our calendar app to choose a convenient day or time to chat, or complete our contact form, to set up a no-obligation, complimentary SEO discussion. 

accountability, advertising agency, Consulting, Customer Service, differentiation, digital marketing agency, keeping up with trends, lead generation, marketing agency, marketing best practices, marketing consultant, Marketing Planning, Nonprofit Marketing & Communications, PR firm, staying current, strategic partner

Why Your Marketing Agency Should Be Both A Strategic Partner and Accountability Partner

A former manager of mine used to say I was a great “bird dogger.” Believe me, it took some painful lessons to realize that just because I assumed co-workers were moving time-sensitive/critical-path work forward, it didn’t mean they were. Sometimes, particularly when you are just starting out in the corporate work world, you need to get “bitten” a few times, to acquire and employ new skills.

Getting back to the bird dogging. At our Boston-area digital marketing agency and SEO company, we believe that any and all marketing agencies and marketing consultants should serve as both strategic partners and accountability partners. Read on to learn why it’s so critical to sales, marketing, and SEO success, and to assess whether or not your marketing agency or consultant serves as both types of partners.

Why Your Marketing Agency Must Be A Strategic Partner

Whether you’re a small business owner with no marketing staff and you’ve outsourced your marketing strategy and/or your hands-on marketing work to a marketing agency or consultant, or you’re a mid-sized business that has a small in-house marketing team, it’s likely you and your team are far too busy to stay on top of cutting-edge marketing tactics and tools. Particularly as pertains to digital marketing, available opportunities/tactics change constantly, and there are such a large number of broad digital marketing categories (as indicated on our digital marketing services website page), that it would be impossible for you and your team to be experts in all available digital marketing topics, like SEO, social media advertising, Google Ads, etc.

I’ve mentioned this numerous times in blog posts and on Results C & R’s website pages, but when I launched my digital marketing agency and SEO company in 2014, I launched it with this tagline and philosophy: “Maximizing Results Through Research-Supported Marketing.” I always say I will never encourage an existing or prospective client to begin or continue with a marketing tactic that doesn’t make sense for them, based on secondary or primary data. That’s why I regularly ask prospective clients to let me look at their Google Analytics data before they engage me for work, and that’s why, for many of my clients, I track their digital marketing KPIs on a monthly basis and review results with them. Then, we talk about implications and what tactics we’ll put in place/what steps we’ll take to try to move the sales, inquiries, engagement, etc. (conversions) needle by the next time we meet. Often, it’s tiny steps, but steps we think make sense even if they only lead to slow progress as far as conversions go. Progress is progress, right?

Ask Yourself The Following To Determine If Your Marketing Agency Is A Strategic Partner:

  • Does my marketing agency regularly look at data available in various marketing tools and analytics tools like Google Analytics and Google Search Console to determine which current marketing tactics are most effective and what the “health” of your website looks like?
  • Does your marketing agency document the above results/analysis and meet with you and your team regularly to review implications?
  • Does your marketing agency try to learn on your dime — therefore, are they charging you for the time they spend on educating themselves on a new marketing tactic, tool, or opportunity? They shouldn’t.
  • Does your marketing agency let you know if there is something you aren’t doing right and/or could be handling better on the marketing front, regardless of whether they are doing work for you related to it?
  • Does your marketing agency let you know when they don’t think a particular marketing tactic/opportunity is the right fit for your organization?
  • Does your marketing agency only recommend services they themselves offer, or will they recommend services/opportunities from which you’d benefit, even if it means they need to collaborate with/pull in another expert or strategic partner or refer you to somebody else?
  • Does your marketing agency have a number of collaborative and strategic relationships with other partners/subject matter experts (SMEs)?
  • Is your marketing agency regularly recommending new possible marketing opportunities to you?
  • Related to the above bullet, do you get the sense that your marketing agency wants to use you as a “guinea pig” to try out the latest-fad marketing activity or tool, even if it might not be the right fit for your organization? If so, that’s certainly not a win-win situation!

Why Your Marketing Agency Needs To Be Your Accountability Partner

So, here’s the questions you should ask to determine whether or not your marketing agency or consultant is a true accountability partner and the real tie-in to bird dogging reference at the beginning of this post.

  • If your marketing agency needs you to review something or provide information to move their work for you forward, do they reach out regularly for status updates and to remind you to ensure critical deadlines are met?
  • Does your marketing agency send you an e-mail after a meeting documenting what work you or your team are responsible for completing before your next meeting?
  • When your marketing agency senses that you are unable (for a variety of reasons) to review documents, provide information to inform their work for you, or complete hands-on work yourself, do they reach out and offer to help or to talk you thru what’s needed via a phone or Zoom call? Do, they do the aforementioned on a timely basis so that time-sensitive deadlines and deliverables are met?

I was talking with fellow marketing consultants this week and shared this famous line from the movie Jerry Maguire related to effective client-agency relationships, i.e., working collaboratively to move work forward, both successfully and efficiently: “Help Me, Help You.”

Does Your Marketing Agency Act Like Part Of Your Team?

Ultimately to determine if your existing marketing agency or marketing consultant or a prospective one is the right fit, in addition to the strategic-partner and accountability-partner questions above, you should ask yourself, does my agency treat me with respect and like a partner. Do I feel like my agency is as committed or even more committed than I am to my organization’s success? Does may agency feel like part of our team, and in some ways like family? Meaning, they’d do anything for you to help you succeed and only want the best for you?

I hope and believe that clients or prospective clients asking themselves any of the many questions outlined above arrive at answers that make them confident that the Results C & R team is both a strategic and an accountability partner and that we have our clients’ best interests are at the heart of everything we do!

advertising agency, Being Found on Google, blog, Blog, Blogging, brand promise, Consulting, content marketing, digital marketing agency, diverse experience, good will creation, Google Ads, integrated marketing, keywords, marketing agency, marketing consultant, Marketing Planning, Nonprofit Marketing & Communications, online advertising, online presence, organic SEO, paid search, post-pandemic marketing, PR firm, public relations, Search Engine Optimization, search terms, SEM, SEO, social media, social media strategy, social media voice, strategic planning, target audiences, traditional marketing, website

Should I Hire A Marketing Agency, A Marketing Consultant, Or A PR Firm?

Regardless of the size of your organization, it can be confusing to figure out what type of marketing agency or marketing consultant to hire to help you create awareness, and ultimately cause sales of your products, services, and solutions. The ability to market digitally/electronically — that came with wide-spread adoption of the internet — brought with it the following changes when it came to organizations engaging outside help for their marketing (outsourcing their marketing), whether it be for one-off/one-time work or ongoing work.

How Digital Marketing Leveled The Playing Field For Both Advertisers and Ad Agencies

  • Organizations who couldn’t afford the high costs associated with producing TV, radio, transit, or outdoors (billboards or other) advertising, found new, more affordable marketing activities were now available to them in the form of social media posting and advertising, tactics that support websites being found on Google and other search engines for desirable search phrases (organic search tactics/SEO tactics), paid search engine ads/marketing (SEM), e-blast and e-mail marketing, and more.
  • Since many organizations looking for marketing help no longer required the infrastructure and diverse skillsets associated with marketing tactics that involved large production activities and costs, some realized they no longer needed to hire a full-service large advertising agency — think the type of agency featured in the acclaimed TV series, “Mad Men,” or on “BeWitched,” as smaller marketing shops, like ours, could meet their digital marketing needs and/or traditional marketing needs related to activities that don’t require a lot of production, such as Public Relations (PR), or print advertising.

Getting back to whom your organization should consider hiring for ongoing marketing services or one-time/one-off marketing project work/help, here’s one Boston digital marketing agency’s, Boston SEO company’s, and Boston marketing consultant’s thoughts — yeah, we consider ourselves to be all of the aforementioned, and for clients who engage us for non-PR work, we can also be engaged for help with PR since our Principal has a great deal of PR experience.

This is a square gray image with our Boston digital marketing agency's logo (Results Communications & Research's) logo at the bottom. At the top of the image in big bold letters it says "Should I Hire An Ad Agency, A Digital Marketing Agency, Marketing Consultant, Or PR Firm?" Underneath That In A Dark Powder Blue It Says" Read One Marketing Professional's Thoughts."

How To Figure Out What Type Of Marketing Firm To Hire And Questions To Ask

Branding and Design Firm. A firm that refers to themselves as a branding/brand and design firm primarily focuses on helping you figure out the look and feel of your brand, including the logo, colors, and graphic elements that will be associated with your brand. They usually offer website design services, but not always. And, some do offer other digital marketing or traditional marketing services thru collaborations or partnerships with digital marketing agencies, advertising agencies, or marketing consultants, or marketing freelancers. So, if you know you will need particular digital and/or traditional marketing services after working with the branding firm to develop or execute a new brand identify for you, ask in advance if they offer those services, so you will know whether you will have the burden of hunting around after for someone to help with traditional and digital marketing services — particularly to drive traffic to any new site you engage them to design for you.

Digital Marketing Agency. Digital marketing agencies tend to offer both higher-level strategic planning services, as well as hands-on/execution services, related to any marketing tactic that is digital or electronic related, including: e-blast/e-mail strategy and execution services, social media strategy and voice (actually writing and scheduling of social media posts), online advertising (social media/display advertising, Google Ads or other search engine advertising), blog strategy and voice work (actually writing and posting of blogs to your website), and search engine optimization (SEO) strategies. Most will offer content marketing services as well to help you figure out what content your target audiences are most interested in, and an editorial calendar for serving up such content on your website. Website content writing services likely will be available as well.

SEO Company. Because paid search engine advertising/marketing (SEM) supports an organization ranking well in relevant search engine results, as our Boston SEO company does, most SEO companies offer strategy and execution services related to both organic search/organic SEO tactics, as well as paid search advertising services. Some will offer some additional digital marketing services as well.

Marketing Consultant. In the almost nine years since we launched Results C & R, we’ve met a large number of marketing consultants. The degree to which they offer hands-on/execution work vs. developing high-level strategic plans tends to really vary. Some offer a number of hands-on services, in addition to helping you develop a strategic marketing plan, while others don’t do the actual marketing tactic execution work. If your organization has a number of internal marketing people who can actually oversee or execute the marketing plan developed by a consultant, a marketing consultant may be just what and all that you need.

Public Relations Firm/PR Firm. The focus of public relations firms is to get your organization unpaid-for-advertising/marketing. By helping your organization develop a strategy for causing various reporters and media to cover your story, they help your organization get mentions and attention without the cost of an expensive advertising campaign. PR firms also tend to offer event planning services since an event may be the perfect way to create awareness of your organization and/or create good will among your target audiences. Keep in mind that if you only need help with putting on an event vs. getting regular/ongoing press coverage, you could consider hiring an event planning firm. Many event planning firms also have experience getting media/reporter coverage for an event as well.

In general, the biggest overlap between a digital marketing agency and a Public Relations firm is that they both tend to offer social media services, since social media posts — particularly organic vs. paid/boosted social media posts — can help to generate good will and create awareness of an organization’s products, services, and solutions.

Advertising Agency. Nowadays, when people think of, or decide to hire an advertising agency vs. a digital marketing agency, it’s related to the fact that advertising agencies can pull in the right team members or hire the right contractors for a marketing campaign that requires heavy-duty production. As we mentioned above, scripting and executing a radio, TV (network or cable) or streaming advertisement requires the collaboration of a bunch of individuals with diverse skillsets, the renting of studios and/or locations in which to film, the hiring of “talent” for the broadcast spot — whether it be aired on the radio or TV. Activities like the aforementioned are often the reason why, in our current day and age, an organization would look to hire an advertising agency vs. a digital marketing agency. Although, most advertising agencies offer digital marketing services, in addition to traditional ones.

Web Design/Web Development Firm. Web design and web development firms are exactly what their name indicates — firms who help design and develop websites for clients. Many also offer logo design or other graphic design services because of their web designers’ ability to successfully complete such work. All web design/web development firms DO NOT offer SEO services nor do they always understand SEO, so if you expect or want to receive SEO services as part of your new website launch, be sure to ask any firms you are considering to design and develop your site, what knowledge they have of SEO and/or who they have on their team that has an SEO background. Otherwise, as we explain in this blog post, you’ll end up with a website that is not easily found via search engine searches.

Unfortunately, we regularly interact with prospective clients who had someone develop a beautiful, effective site for them, but the site is not being visited/found by target audiences because SEO tactics weren’t put in place by the web design/web development firm as part of the site development and design engagement.

This image shows the back of a dark-skinned woman who is wearing a striped white and light blue shirt. She is holding a pencil or pen above a notebook on her right-hand side and her left-hand is hovered over a laptop computer keyboard. The screen of the computer says "Marketing" in big blue letter. The image is being shown in keeping with our Boston Digital Marketing Agency's blog post about how to know what type of marketing agency or consultant to hire.

What Should I Expect To Pay A Marketing Agency Or A Marketing Consultant?

Based, again, on our 9 years of marketing agency and marketing consulting experience at the time of writing this post, we’ve found that, in general, the bigger the agency/marketing shop, the more expensive their hourly rate and marketing project fees are. Why? It mainly comes down to overhead and the costs of maintaining and marketing a larger organization, offering a large number of employees benefits, etc.

If your organization doesn’t expect to need the type of traditional advertising production work outlined above under the “Advertising Agency” section, you’ll very likely fare better financially hiring a smaller digital marketing agency or PR firm or a marketing consultant. Plus, you may end up getting more personal attention than you would with a larger agency. And, most smaller shops can pull in a collaborator, freelancer, or other agency or consultant, as needed.

We’re A Boston Digital Marketing Agency, Boston SEO Company, Boston Marketing Consultant, and Boston PR Firm All In One!

Due to our Principal’s more than 30 years of corporate marketing and consulting experience, we offer all the services called out in the heading directly above! We regularly meet with both start-ups and long-standing organizations — both for-profit and non-profit — for complimentary discussions about their marketing challenges and opportunities, so feel free to use our calendar app to schedule a FREE initial consultation https://calendly.com/gail-moraski.

digital marketing agency, Google Analytics, keeping up with trends, marketing agency, marketing best practices, marketing consultant, Marketing Planning, online presence, Results Analysis, staying current, target audiences, User experience, website

One Data Geek’s Thoughts On Key Implications Of Switching From UA to GA4 Google Analytics Property

Refer to it as you will — and we are seeing a lot of reference variability, such as GA4 and G4 — but Google Analytics’ new property version will soon be here to stay and pushing aside the Universal Analytics (UA) version (a version which all of us digital marketers and data geeks are very familiar with and have grown to love over the years.)

Since as a Boston SEO Company and Boston Digital Marketing agency, we ask each and every one of our clients to provide us with access to their Google Analytics data — so that we can help them determine what marketing activities are and aren’t working for them and what their general “website health” looks like — we are sorry to see the UA version of Google Analytics go. We’ve been using it 20 years, both in corporate and consulting roles, to assess the aforementioned.

Per Google’s own declaration, UA versions of Google Analytics will stop recording hits come July 1, 2023, which means the last day an organization can use Google Analytics to effectively track website visitor behavior with a UA property version is June 30, 2023. That said, our digital marketing agency is already hard at work learning the “ins and outs” of GA4, and working with our clients to make the switch late 2022 or early 2023 to this new Google Analytics property version.

We just completed several online classes offered by Google to learn about the many benefits of GA4 Analytics and how GA4 differrs from UA Analytics. While it’s fresh in our minds, we’re sharing our immediate reactions. We decided not to outline pro’s and con’s because general use, and our own use, of GA4 is too new and what we might consider a “pro” someone might consider a “con,” and vice versa.

Keep in mind we aren’t calling out similarities or things that will remain fairly constant across the two property versions. You can learn more about the general benefits of having a Google Analytics account here.

Key Benefits Of GA4 Analytics Over UA Analytics

  • G4 simultaneously tracks both mobile app and website data
  • G4 can often track a user across devices and platforms (UA was only able to track based on device ID) — this means if an individual originally visits your website using their phone, but later visits your site using their desktop, laptop, or other device, your organization will be able to track that individual as one user (currently in UA Analytics that same individual would likely be tracked as several users) and follow their user journey. Important note: You’ll likely see your “unique user” volume drop when you switch from UA to GA4 Analytics for the reasons outlined above and below.
    • So how does Google accomplish the above? By looking at three distinct identifiers or identity spaces:
      • User ID (this is an ID that an organization provided to a customer or prospective customer or other website visitor as part of their need or ability to login to the organization’s website)
      • Google signal (available when people are signed into a Google account, such as a Gmail e-mail account and have consented to sharing that info.)
      • Device ID (this info. comes from a user’s browser or app instance ID)

Key Differences Between GA4 Analytics and UA Analytics

  • GA4’s tracking emphasis is on user events vs. sessions (note that session info. is still available in GA4)
    • Many standard user events (activities that a user completes on a website, such as downloading a document) are automatically tracked in GA4 vs. UA Analytics. This means organizations will be far less dependent on using Google Tag Manager to set up event tracking, something we believe most organizations will welcome. We know we found using the aforementioned tool very cumbersome.
  • A smaller number of standard/pre-defined reports are available within GA4, but an extensive set of tools known as “Explorations” allow data geeks to slice ‘n dice data to their heart’s content. We’ve always found the best way to learn a new tool is to set it up and start playing around with it. We’ve found if you do some digging around in GA4, you’ll figure out where and how to access info. that you analyzed regularly in UA Analytics.

Interestingly enough, the Google-provided training we took highlighted the same items we highlighted above as benefits or differences in this grid that was shared in the training.

Need Help Setting Up A GA4 Analytics Property?

Our team of SEO experts and data analytics experts are here to help related to helping you set up a GA4 property or to answer questions about GA4. So please don’t hesitate to reach out!

advertising agency, digital marketing agency, Enjoying What You Do, Importance of taking break, keeping a balance, keeping up with trends, marketing agency, marketing career, marketing consultant, marketing job, Passion, PR firm, SEO, traditional marketing, Understanding Your Environment, website

Should I Work In An In-House Marketing Department or At A Marketing Agency?

We’ve had discussions about the subject of this blog post quite a number of times with individuals about to graduate from college or graduate school, or who have recently graduated from such programs. There’s no blanket right or wrong answer, but we’ve outlined below the pros and cons of working at an in-house marketing department vs. a digital marketing agency, advertising advertising, or PR firm to help you figure out what’s right for you.

Pro’s and Con’s Of Working In A Corporate Marketing Role/At In-House Marketing Department

We’ll start with the Pro’s!

  • Your work is focused on the needs of one organization (and possibly some affiliate organizations) only. That means you can really get to know and understand in-detail the specific opportunities and challenges your organization faces.
  • You or fellow in-house marketing department team members are responsible for the successful execution and oversight of each and every marketing & communications tactic, including PR. Even if your organization employs an external advertising agency, digital marketing agency, or PR firm, you or someone in your organization will need to serve as the liaison with that external organization and review and approve any marketing or PR tactics with which the organization has been charged.
  • Because an in-house marketing team tends to hold regular meetings to discuss the various marketing and communications activities on which each team member is working, even if you aren’t responsible for a particular activity, you have the big/full picture of all the active and planned/future marketing and PR initiatives for your organization. You also have the opportunity to learn a lot during these meetings.
  • Depending on the size of your in-house marketing department, you may have the opportunity to learn how to execute a large variety of traditional and digital marketing tactics, and how to analyze the results of them.
  • You’ll likely have a chance to collaborate with individuals in other departments related to rolling out new marketing initiatives, such as IT and Customer Service employees.
  • There’s usually an obvious career path, particularly if the marketing department is large. Often the path is from marketing coordinator to marketing specialist to marketing manager to marketing director to chief marketing officer (CMO) or Vice President or Senior Vice President of Marketing.
  • Your manager is usually aware of everything you have on your plate, will likely not expect you to regularly stay late or work excessive hours, and will likely delegate an appropriate amount of work so that it can be accomplished during normal business hours. Related to this, there will likely be fewer unexpected marketing and PR emergencies!

And now, the con’s!

  • While also stated above as a pro of working in a corporate marketing department, you only get to develop and execute marketing activities specific to one organization (and possibly its affiliates). That means you only get to complete marketing work related to one particular industry. And, you don’t get exposed to innovative marketing tactics and results tracking that are used in other industries that you could apply to yours.
  • Depending on the size of your marketing department, there may or may not be opportunity for growth or to take on new responsibilities.

Pro’s and Con’s Of Working For A Marketing Agency or PR Firm

Marketing Program Graduate Deciding What’s Next — Marketing Department or Agency?

Post the arrival of the internet, there’s now so many different ways that individuals refer to what used to be known as an “advertising agency” or “ad agency.” Agencies specifically focused on implementing digital marketing strategies, such as website, online advertising, e-mail, search engine optimization (SEO), and social media ones, are often referred to as “digital marketing agencies.” Agencies that offer both traditional and digital marketing services (you can learn more here about traditional), tend to call themselves or be called ad agencies, advertising agencies, or marketing agencies. If a firm specializes in creating branding for websites or overall marketing use, including logos, they are often called “branding firms,” “branding & design firms,” “brand & design firms” or simply, “design firms.”

There’s also the option post-graduation to work at a PR firm, or “public relations firm” or “public relations agency.” While PR firms tend to focus on external communications and work may include press release writing, event execution, and pitching stories to media reporters, an overlap between ad agencies/digital marketing agencies that developed as result of the introduction of social media networks has to do with social media strategy development and execution. Both marketing/ad agencies and PR firms tend to offer “social media voice” services.

Phew, that was a lot of terminology! On to the pro’s of working at an agency or firm that serves marketing & communications clients.

  • You get to learn about the marketing & communications challenges of numerous industries, and then, can apply best practices from a client in one industry to a client in another industry.
  • You are always learning and being exposed to something new, as even if you have several clients in one industry, they still each have their product & service nuances, ways of doing business, marketplace/competition, etc. that you need to understand.
  • As with an in-house marketing job, your agency likely will hold regular meetings to discuss everything that the agency has on its client work plate, so there should be lots of opportunities for learning.
  • Agencies tend to encourage brainstorming which is always a lot of fun and keeps the creative juices flowing.
  • As with a corporate marketing role, there likely will be a career path at whatever marketing agency or PR firm at which you work. You might start out as a coordinator or specialist (doing day-to-day/hands-on tasks to support a particular client), but eventually have the opportunity to become an account manager or vice president. In those latter roles, you likely will have more interaction with the client.
  • As with in-house marketing jobs, the diversity of your role and your work will depend on the size of your organization. The bigger the organization, the more specialized your role will be; but, regardless, you should still have the opportunity to learn about a number of tradtional and digital marketing tactics and results analysis best practices.
  • If you have direct interaction with clients, you get the satisfaction of feeling like a member of their team — clients become your co-workers along with any agency co-workers you may already have.

And, now the cons of working at a marketing agency or PR firm:

  • Clients often have marketing and PR emergencies. This may cause you to need to regularly rethink or re-jigger what you planned to accomplish on the work front on any given day.
  • Because you aren’t a member of a client’s in-house marketing team, you may not always have access to all the important, beneficial, and business-critical information you want or need. Of course, you can ask to have information shared with you, but sometimes, you don’t know what you don’t know, and clients may be so busy they forget to share with you.
  • You may not be able to enjoy the same satisfaction you would get from being involved with or aware of each & every marketing and communications tactic that an organization has planned or has implemented. You don’t always have access to or see the big picture as clearly as if you worked in-house at the client.
  • Ad agencies, branding & design shops, and PR firms tend to be pretty fast-paced and you may need to work long hours, or suddenly change social or personal plans because of an unexpected client emergency.

We are pleased and proud at Results C & R to have hired and taught numerous college and graduate-school students and post-graduation individuals about what it’s like to work at a Boston digital marketing agency and Boston SEO company. We love passing our marketing and PR knowledge on to the next generation and enjoy brainstorming with individuals interested in pursuing a marketing career to help them figure out what type of marketing & communications might best support their interests, passions, and lifestyle.

Acceptance of Circumstances, Being Found on Google, blog, Blog, Blogging, competitive advantage, content marketing, differentiation, digital marketing agency, good will creation, keeping up with trends, keywords, marketing best practices, marketing consultant, Marketing Planning, online presence, organic SEO, Post-COVID-19 Marketing, post-pandemic marketing, pull marketing, Search Engine Optimization, search terms, SEM, SEO, strategic planning, target audiences, Target Marketing, User experience, website

Understanding Google’s New Emphasis On “Helpful Content” Related To SEO

As we’ve shared on social media and with our SEO company’s clients, Google announced in September 2022 a key revision to their search algorithm (the algorithm they use to decide which websites to serve up, and in which order, for search terms entered in their search engine) to which each and every website owner should pay close attention. And, that is that they, as the #1 search engine used by individuals (92% or more of individuals use Google as their primary search engine), will be paying greater consideration to whether or not a website’s content is “helpful” or “unhelpful” when making search engine results listing ranking decisions. As you would expect, sites with “helpful content” are more likely to be served up and rank well in search results for relevant terms.

Impact of Google’s September 2022 “Helpful Content” Algorithm Change

We know first-hand how much of a shift in ranking can take place when Google views your site as one that shares “helpful content.” Our site now rank approx. 50 spots higher in Google search results for a high-volume, relevant keyword and that shift happened almost overnight. We believe that the positive shift was due to Google recognizing that our Boston digital marketing agency consistently publishes blog posts that are easily understood by a “lay person,” but also provide enough instruction to implement some of the marketing tactics we describe and recommend in our posts.

Shared below in Google’s “own words” is information from Google’s Search Central blog about how to ensure your website content is “helpful.” We’ve highlighted (via bold italics) what we consider to be the most critical policies to apply when making decisions about what topics to write about — and how to write about them — to make sure your content is beneficial to the various audiences who visit your site. All of their recommendations should improve your website’s “bounce rate,” i.e., the percentage of people who land/start on your site without interacting it in any way, such as clicking on a link or call-out, or visiting another page of your site. When prospective clients or clients are bouncing too quickly from your site, it’s an opportunity for a competitor to win them over on their site, right?

Unhelpful Website Content And How It Impacts SEO

The flip side of the positive practice of regular production and posting of “helpful content” is to eliminate content that Google may deem as “unhelpful (which could negatively impact how your website ranks for “desirable” search terms).” Such “unhelpful” content includes:

  • Short content that is “stuffed” with keywords and was primarily loaded to your site to support your site being found on Google for those keywords.
  • Content that is outdated — think events that have already passed or information that is no longer relevant or accurate, particularly pre-pandemic information since the pandemic greatly changed both business and consumer behavior.
  • Content that is all “about you,”, i.e., too focused on selling your products and singing your praises or sharing your differentiators without explaining how your prospective clients or clients would benefit from your products, services, and solutions, i.e., explaining what pain points of clients they would address.

Our team is here to help you interpret this most recent Google algorithm change, and put the right steps in place to make sure you respond to, and take advantage of, this recent Google algorithm change appropriately, promptly, and effectively. It’s very much in keeping with what we shared years ago in one of our very first SEO blog posts about making sure your website is “authentic.” So, please reach out if we can help you effectively navigation this change in algorithm — one we think makes is warranted, was a long-time-in-coming, and will provide for a far better user experience on all websites.

Google’s Explanation Of What “Helpful Content” Is

Source of information below: https://developers.google.com/search/blog/2022/08/helpful-content-update#:~:text=The%20helpful%20content%20update%20aims,successful%20with%20our%20new%20update%3F

Focus on people-first content

The helpful content update aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.

How can you ensure you’re creating content that will be successful with our new update? By following our long-standing advice and guidelines to create content for people, not for search engines. People-first content creators focus first on creating satisfying content, while also utilizing SEO best practices to bring searchers additional value. Answering yes to the questions below means you’re probably on the right track with a people-first approach:

  • Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
  • Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
  • Does your site have a primary purpose or focus?
  • After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
  • Will someone reading your content leave feeling like they’ve had a satisfying experience?
  • Are you keeping in mind our guidance for core updates and for product reviews?

Avoid creating content for search engines first

Our advice about having a people-first approach does not invalidate following SEO best practices, such as those covered in Google’s own SEO guide. SEO is a helpful activity when it’s applied to people-first content. However, content created primarily for search engine traffic is strongly correlated with content that searchers find unsatisfying.

How do you avoid taking a search engine-first approach? Answering yes to some or all of the questions is a warning sign that you should reevaluate how you’re creating content across your site:

  • Is the content primarily to attract people from search engines, rather than made for humans?
  • Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
  • Are you using extensive automation to produce content on many topics?
  • Are you mainly summarizing what others have to say without adding much value?
  • Are you writing about things simply because they seem trending and not because you’d write about them otherwise for your existing audience?
  • Does your content leave readers feeling like they need to search again to get better information from other sources?
  • Are you writing to a particular word count because you’ve heard or read that Google has a preferred word count? (No, we don’t).
  • Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you’d get search traffic?
  • Does your content promise to answer a question that actually has no answer, such as suggesting there’s a release date for a product, movie, or TV show when one isn’t confirmed?

Acceptance of Circumstances, Being Found on Google, competitive advantage, content marketing, digital marketing agency, fundraising/development, keywords, landing page, landing pages, lead generation, marketing best practices, marketing consultant, Marketing Planning, meta tags, organic SEO, pull marketing, sales, Search Engine Optimization, search terms, SEO, SEO tags, strategic planning, target audiences, Target Marketing, Understanding Your Environment, User experience, website

Is Your Website Holidays-SEO-Ready?

2023 Holiday Season Marketing Update

Update: While the content below was originally written in and related to 2022, the message of this post is still very relevant to 2023 and the 2023 holiday shopping season. As we expressed in a previous blog post, if you’re an organization that offers experiences that can either be enjoyed as part of a holiday activity/event one participates in with family or friends and/or an organization who offers experiences that could be given as a gift — experiential gifts/experience presents continue to be quite hot — make sure you capitalize on that by including “things to do” and “experience gift” type terms in your website content. Need a list of experience-related terms to include? Reach out and we’ll share one with you!

2022 SEO Planning to Capitalize On Holiday Shopping

Where did 2022 go? It’s hard to believe it’s late October, and that means that consumers are already starting their holiday shopping. Regardless of whether your target audiences are shopping for Christmas, Hanukkah, or some other holiday celebrated towards the end of the calendar year, it would be a huge marketing mistake to not capitalize on the year-end uptick in online shopping by making sure your website ranks as well as possible for terms related to it.

While the focus of this post is related to retail, e-commerce, and B2C organizations offering physical products, as you read thru it, you’ll see there are applications for organizations trying to sell services, tickets to events, or even looking for someone to make a donation to their non-profit organization as a gift to someone else.

SEO Tactics For The Holidays

Below are both easy, and more time-consuming/complex SEO tasks your organization should complete by early November to support having a successful holiday sales season.

  • Conduct keyword research to determine the search phrases your target audiences are using most related to holiday shopping or holiday gift giving. If you don’t have access to a keyword planning/research tool, reach out and we will share holiday-shopping-related keyword research with you that we already conducted for FREE (a more extensive list than what we share further on in our post.) That’s our holiday gift to you!
  • Incorporate high-volume keywords (search terms) that are relevant to your target audience in:
    • the public-facing content found on a holiday-related landing page (if you plan to have specials/sales/discounts or want to promote certain items that make great holiday gifts) and/or incorporate such terms on existing product-specific pages.
    • website product and landing page headers (H1 and H2), as appropriate.
    • page title tags, particularly if you have a distinct landing page or several such pages for holiday shopping and specials.
  • Use structured data to support your products appearing at the top of Google search results when someone searches on a very specific product need like “yellow pocketbook.” As a result of the aforementioned fall 2022 algorithm change, use of Google “Shopping ads,” a Google Merchant Center Account and/or Google Surfaces is no longer mandatory to have your products shown to individuals who are shopping. This article details Google’s reason for making the change and where your product information may appear when you properly use “structured data.”

The above task/tactic may be a more complicated and difficult one for your organization and may require your website developer’s help. You can learn more about structured data (also known as “schema markup”) via these resources:

Google Search Podcast

Crowdcontent.com

How To Incorporate High-volume Holiday-Shopping Keywords In Your Website Content

Recent holiday-shopping keyword research we conducted indicated the following as being among some of the highest-volume search terms used related to holiday shopping or gift shopping, in general (the number shown represents the average # of monthly searches in Google for that term):

  • gifts for men – 301,000
  • gifts for mom – 201,000
  • gifts for dad – 135,000
  • gifts for women – 135,000
  • Christmas gifts for mom – 90500
  • Gifting ideas for men – 90500
  • mens gifts ideas – 90500
  • gift ideas for women – 90500
  • mom Christmas gifts – 90500
  • women’s gifts ideas – 90500
  • women’s gifts for men – 74000
  • Christmas gifts for men – 74000
  • Gifts for mens Christmas – 74000
  • Christmas gifts for dad – 49500
  • Gifts for girlfriends – 49500
  • Christmas gifts for boyfriend – 40500
  • Christmas gifts for womens – 40500
  • Gifts for womens Christmas – 40500
  • Gifts for wife Christmas – 33100
  • Best Men gifts – 33100
  • Gift ideas for mom – 33100
  • Husbands gifts – 33100
  • Unique gifts – 33100
  • Best Christmas gifts 2021 (note you can use this phrase but change to 2022) – 33100
  • Gift for Christmas for wife – 33100
  • Unique gifts for men — 27100
  • Christmas gift idea for her — 27100
  • Christmas gifts for a girlfriend — 27100
  • Christmas gift ideas for her — 27100
  • Best gifts for men 2021 (change to 2022) — 27100
  • Best gifts for women 2021 (change to 2022) — 27100
  • Christmas Gifts 2021 (change to 2022) — 27100
  • Christmas gf gifts (change to 2022) (reminder people use acronyms like bff, bf in searches) — 27100
  • Gift ideas for boyfriend – 22200
  • Gift ideas for dad – 22200
  • Best gifts for mom – 22200
  • Top gifts for guys – 22200
  • Best gifts for moms – 22200
  • Secret santa gift ideas – 22200
  • Fun gift – 22200
  • Ideas gift boyfriend – 22200
  • Christmas gift teenagers – 22200
  • Gifts for husbands Christmas — 18000
  • Best gifts for dad — 18000
  • Best gifts for dads — 18000
  • Gift ideas for girlfriend — 18000
  • Unique gifts for women — 18000
  • Christmas gift ideas for mom — 14800
  • Ideas for mens stocking stuffers — 14800
  • Good gifts for mom—14800
  • Gift ideas for wife — 14800
  • Christmas gift ideas for moms — 14800
  • Unique Christmas gifts — 14800
  • Secret santa gifts — 14800
  • Mom’s Christmas gift ideas — 14800
  • Christmas gifts to her — 14800
  • Christmas gift ideas for him — 12100
  • Cool guys gifts — 12100
  • Cool gifts for guys — 12100
  • Presents for mom — 12100
  • Gifts for mother — 12100
  • Women best gift — 12100
  • Best gifts for women — 12100
  • Gadgets for men — 12100
  • Cool Christmas gift — 12100
  • Christmas fun gift — 12100
  • Christmas gift ideas 2021 (change to 2022) — 12100
  • Best gift 2021 (change to 2022) — 12100
  • Gift ideas him Christmas — 12100

As mentioned above, we are glad to provide a much more extensive list of holiday shopping terms and their associated average monthly searches in Google. You can e-mail us at gail.moraski@allintheresults.com to have the list sent to you. As we share all the time with our new SEO clients and attendees of our SEO classes, and as we did in this previous blog post, keyword research can also help you identify new products, services or solutions you should offer.

As alluded to above, be sure to use the term 2022 once or several times related to holiday shopping, and also be sure to include terms for non-Christmas holidays that are celebrated in December. Plus, think about what acronyms or abbreviations someone might use related to a loved, such as “bff” for “best friends forever.”

Before you begin incorporating high-volume keywords in your content, think about whom would most likely be the recipient of a gift of your product, services, event or class tickets, or a donation, and use terms that the searcher of your product or service might use. Let’s say you offer hand-made jewelry for women, you’d want your site to rank well for terms above like “Christmas gifts to her”  and “Christmas gifts for mom” and should incorporate such or similar terms in your website content. 

We’re Here To Help You Rank Well For Holiday Shopping Search Terms

Got questions or need our help. Reach out today as holiday shopping has already begun!

competitive advantage, differentiation, digital marketing agency, diversity, Enjoying What You Do, Importance of taking break, lead generation, marketing best practices, marketing consultant, Marketing Planning, Memorability, Objectives Setting, Passion, push marketing, sales, strategic planning, target audiences, Target Marketing, traditional marketing, Understanding Your Environment

The Two Key Perks To Pre-Internet, Non-Digital (Traditional) Marketing

This morning I participated in an interview with two University of Connecticut students who were working on a class project about leadership in marketing & communications (I’m a UCONN alum to whom they outreached via LinkedIn). I had already completed an initial draft of this post before my meeting with them, but while discussing with them the shift that has occurred since I first launched my marketing career – from “traditional” marketing to digital marketing – it struck me to refer to traditional marketing as “pre-internet” marketing. I’m going to start using that term and “non-digital” more because “traditional marketing” has just never felt right to me as the term to use for activities advertisers engaged in more before Google searches, social media, and texting took over the world!

Read on to learn what I see as the two broad categories of perks to employing non-digital marketing activities.

1. Perks To The Marketing Professional Developing and Executing Non-Digital Marketing Tactics

Call me crazy, but I miss things like print checks and listening to possible music beds and writing advertorial copy – all things that came with being involved with or overseeing non-digital marketing activities like direct mail, TV and radio advertising, and print advertising. I also miss physically visiting or viewing images of billboard locations and scripting messaging for radio ads. And, I miss holding a beautifully crafted – both in appearance and messaging – sturdy, direct mail piece, and being responsible for buying a target audience mailing list and working with direct mail house partners. I miss ad slicks and seeing my print ads in the Metro newspaper that I snagged at the train station to read on my commute to work, and I miss seeing my advertising subway posters on that same commute.

Particularly during my days when I was employed in bank marketing roles, and we implemented integrated marketing campaigns that ran anywhere from one month to three, I loved overseeing the content, production, and design of various pieces; plus, working with our external marketing agency to produce a number of physical marketing pieces that all mirrored each other and sent customers and prospective customers the same marketing messages and reminders. These included:

  • Physical statement stuffers that went in customer bank statements – it was so enjoyable to brainstorm with others on my team to arrive at fun, punchy, effective copy and seeing the stuffer come to fruition in its beautiful slick, printed form. Often we would create extras of these for tellers or other bank employees to give out to customers or prospective customers.
  • Lobby posters – these would appear in each of the bank’s various branches and most branches had several locations within the office to hang the posters that highlighted whatever product or service we were promoting that month.
  • ATM messages – back then, people used ATMs more and we’d arrange for messages to appear on the screen that mirrored the campaign-in-question’s key messages.
  • Teller posters/cards – these were mini versions of the lobby posters that were placed at teller stations for viewing by customers as they waited in line or interacted with the teller.
  • Visual displays – these were physical/tangible items we’d place in bank branches that were relevant to the product or service we were promoting, such as telephones to encourage people to use the bank’s “phone banking” service.

The takeaway? Pre-internet marketing activities allow marketing staff and professionals to use a different part of their brain and more of their senses, including touch/feel, and it’s important to shake things up that way, right? Using one part of your brain can help strengthen the other part of your brain, or give a certain part of your brain a rest or new perspective.

2. Perks To The Organization Employing Non-Digital Marketing Activities And To Their Target Audiences

In keeping with the message that ended the discussion of perk #1 above, everyone has different preferred and default means of learning and absorbing information. Organizations need to understand that seeing a billboard or an advertisement at a movie, mall, or subway station might resonate more with, or be more easily digested by, certain individuals than an online ad or social media post.

Plus, some target audiences may not spend a lot of time online or on the phone because of personal life circumstances or the nature of their job – equating to missed opportunities for the organization who is advertising. Some target audience members may be more likely to see or notice your advertising if it occurred on or in a billboard, train, bus, mall, TV, radio, or a printed/hard copy of a newspaper or magazine. I think you get the picture! Plus, there is so much distraction for a prospective customer when they are on their phone or computer; non-digital marketing tactics are often served up and to, and viewed by, customers when they are in more of a “captive” vs. distracted mode.

To summarize the above, we believe both the advertiser and target audiences win when marketing activities that go beyond digital ones are employed to create awareness and educate prospective customers. As we discussed in our recent blog post, non-digital marketing activities can greatly contribute to the success of a multi-tactic, integrated marketing campaign.

We Can Help You Decide If and What Non-Digital Marketing Is Right For Your Organization

While we often refer to ourselves as a Boston digital marketing agency or Boston SEO company, we are so much more than that, and bring significant non-digital/traditional marketing experience. We can serve as a marketing consultant for developing strategic marketing plans and as your outsourced digital marketing team. Our team can help with both high-level marketing work like determining strategy, as well as hands-on implementation of day-to-day marketing work and marketing campaign and advertising campaign tactics.

The team at Results C & R is glad to hold a complimentary discussion with you about available non-digital/traditional marketing activities, and which, if any, might make sense for your organization. Reach out to schedule your consultation to start planning for the new year!