Struggling With Your Campaign? Media Shark is Your Answer
It’s a necessary evil in the business world, and it’s often neglected. Poor marketing is one of the most common reasons why 90% of startups fail, so it’s crucial to put a strong focus on your marketing efforts and Media Shark knows it!
Fortunately, we can help with that. Let’s talk about the importance of proper marketing campaigns and how Media Shark can help you reach your goals!
The Importance of Marketing for Small Businesses
Marketing is an essential part of every business, and you should spare no expense when it comes to getting the job done correctly. After all, what is a business without customers? Here are just a few reasons why marketing is so important.
Marketing is essential for growth. In fact, the Small Business Administration recommends that businesses spend between 7% to 8% of their revenue on marketing. Again, that’s revenue, not budget.
They believe this is the proper balance to achieve growth without breaking the bank, which both lead to the high failure rate of small businesses and startups.
Expanding your business’s reach is the only way to grow as a company, and marketing is the best way to do that. The best part is that certain online marketing tools are even free!
Marketing and sales teams go hand-in-hand, and a sales team can’t function without proper leads. Well, marketing is a great way to start bringing quality leads to your door and improve your company’s bottom line.
Several marketing efforts will not only help with customer acquisition but also customer retention. For example, email marketing is specifically designed to bring back existing customers or users to your website.
No matter what type of marketing campaign you launch, it comes with some amount of research. This research is valuable to improving your existing marketing efforts, improving your products or services, and understanding your target audience.
Different Types of Digital Marketing
We could go on about the importance of marketing forever, but the truth is that smart marketing is what really matters. You could stand on a street corner and pass out fliers for a week straight and not even achieve the same ends as the click of a button would achieve.
To understand how to market effectively, you need to understand the key components of a modern marketing strategy. Here are the most popular marketing tools used today.
Search Engine Optimization
SEO is one of the most popular marketing tools of the era, and it’s critical to the long-term health of your marketing strategy. Like it or not, Google has the power to set a large number of rules for your business.
Search engines like Google rank your website and its content for various searches based on specific keywords, with 200 other factors related to your website at play.
We’ll go into more detail about SEO later. However, it’s important to note that ranking near the top of one highly-relevant Google search is often enough to keep a business afloat for years to come.
Consequently, appearing on the second page of a Google search result instead of the first is enough to tank certain businesses. SEO is very important to your marketing strategy, which is why it’s a shame that 70% of businesses don’t have an SEO strategy. A shame for them, not for you!
However, SEO is constantly evolving, so it’s important that marketers stay up to date with the latest trends and updates to Google’s algorithm for the best results.
There are many forms of online advertisements, and your business likely uses several of them. Let’s stick to online advertising, which is an entire field of its own.
The most common types of online advertisements involve either the pay-per-click (PPC) or pay-per-view structure. These will come in the form of video ads, display ads, or search ads.
Search ads are the ads that show up at the top of a search results page. These ads get to skip the line of the organic search results, but they are limited in their ability to portray information.
Display ads or banner ads are the photos you see when you’re scrolling through a news article or a social media feed. They offer the ability to post a photo or a dynamic image with some brief information about your promotional content.
Video ads are advertisements that you skip over to watch the video you clicked on. We’re kidding, of course. Video ads are very useful, and sometimes crucial, for businesses.
For example, a video game would have a difficult time using only search ads because it’s a lot easier to show off all of its features using visual imagery.
Social Media Marketing
Social media was a gift brought down from marketing heaven in the mid-2000s and it has only improved ever since.
More than half the world is active on social media these days. If you aren’t using social media in your digital marketing strategy, then hiring a pro is essential.
No matter who your target audience is, they will be found on one platform or another. Using the right platforms, posting at the right times, and having a consistent strategy are essential to success on social media.
However, there are many ways to ruin a social media campaign, and brands need to take extra precautions when it comes to using these tools, especially if you are marketing to younger generations.
While those younger generations are known for their social media use, you will still find users from all walks of life. Even if your target audience is strictly people above the age of 60, many of them still use one platform or another.
Email marketing is not dead, no matter what anybody tells you. Most people still check their emails daily, so why wouldn’t it be an effective mode of marketing?
However, email campaigns are just as tricky as social media. One wrong step and you could wind up defaulting into the junk folder on the major email services like Gmail or Outlook.
Although, when done properly, email marketing is an excellent way to remind your customers of why they used your brand in the first place. This only serves to reinforce your brand in the minds of your customers.
Why Professional SEO Services Are So Important
Now, we will dive into the importance of the marketing tools that we mentioned. SEO is of particular significance in today’s industry, as it has gained the primetime spotlight in recent years.
Believe it or not, 61% of marketers say that SEO is now their top priority, ahead of advertising and social media. This is because SEO drives organic traffic, which is far more valuable than paid traffic. Users tend to trust organic search results far more than they trust ads.
Well, that isn’t the only way that SEO helps. Here are some important examples of what a proper SEO strategy can do for your business.
Improved Website and UX
Your website is the center of your entire digital marketing strategy, which means it will make or break your entire initiative, especially when it comes to SEO.
User experience (UX) is the quality of the experience that users have on your website. UX goes hand-in-hand with SEO, as search engines place a lot of stock into the user experience.
Think about it from their perspective. Google’s algorithm is designed to match its users with the highest-quality content that is relevant to their search. It would reflect poorly on search engines like Google if they were constantly offering websites with poor user quality.
Because of this, SEO services have a “happy side effect” of increasing your website’s user experience. Improved UX has a host of added benefits, such as increasing user retention, improving conversion rates on ad campaigns, and more. Factors related to UX and SEO value include:
- Page loading speed
- Navigation tools
- Image optimization
- Linking structure
- Page structure
The list goes on. Again, there are 200 factors in Google’s algorithm related to your website’s UX, but these are some of the most important.
Think about where the average users spend most of their time online. The three most-visited websites on the internet are Facebook, Google, and YouTube. Like it or not, that’s the standard being set for the internet.
When users spend their time on such professional websites, they become accustomed to a certain level of quality. This is one of the reasons why users exit a site after only 3 seconds of loading. Having a clean, professional website that works across all devices speaks volumes about your business.
If you don’t have a blog, you don’t have an SEO strategy. Part of SEO services is the creation of SEO content like blog posts.
The reason for this is simple. If you have 5 pages on your website, how is anybody going to find you without searching for very specific terms on Google? They aren’t.
However, if you have a blog, you have endless opportunities to rank on searches that are relevant to your business and that users will actually search for. Think of it this way; people search for information, not brands. A blog is an easy way to bring people to your website by offering them that relevant information.
For example, a company that sells aftermarket car parts could have thousands of articles about how to replace a muffler, where to buy shocks for a Toyota Corolla, and how to find the right brake pads for your vehicle. A solid content marketing strategy is the only way to succeed in SEO, and the potential benefits are huge!
In case you aren’t familiar, backlinks are the links from other sites to your site, and they are the primary off-page ranking factor on search engines.
A proper content marketing strategy is the only way to build quality backlinks. Producing quality content will drive other blogs to link to your website, which gives your website authority in the eyes of search engines.
Think about The New York Times. How many websites do you think link to their website every day? Nearly every smaller news outlet in the country, along with many others around the world.
Because they produce quality, credible content every day, they can build consistent backlink channels over time, which establishes high levels of authority. Your website can benefit from this, too. It won’t be the NYT but with the right content marketing strategy, it will build more authority.
Increased Sales Opportunities
We mentioned how a professional website and UX will help with conversion rates, but those aren’t the only ways that SEO services help drive sales. In fact, content creation is the best way to do it.
When your blog offers the information that users seek, you have a unique opportunity to convert them into customers. If your blog is offering information that is highly relevant to your business, you can add a “call to action” (CTA) at the end of your article.
Sticking with the car parts example, the company could end their article by directing traffic to their online store. “Stay up to date with our latest auto news and check out our used mufflers for a good deal!”
The term “used mufflers” will have a hyperlink to their muffler shop, which will help drive sales. Not only that, but they’re also prompting users to continue reading more of their articles, which could drive even more sales.
If you’re still wondering why this is so important, think about it. The people looking up this information are the ones who are most likely to buy from such a website. It’s a win-win for the user and the business.
A good content marketing strategy starts with the right keywords, and you’d be surprised how many businesses get it wrong. Keyword research is the foundation of your SEO strategy, as it tells Google the type of business you are and matches your website with specific users.
Because of this, SEO services must involve proper keyword research and spread them throughout your site. Even alone, this will go a long way toward improving your site’s SEO value.
There are different types of keywords that will need to be incorporated into your strategy for maximum efficiency. These are short-tail keywords and long-tail keywords.
Short-tail keywords are terms like “dumpster”. These will have a lot of search volume but also a lot of competition. Google has no idea what you mean if you just search for “dumpster”, so it will try to match you with what it thinks is the best results.
While the competition is high for these keywords, the payouts are enormous if you manage to rank for them, thanks to the high search volume.
Long-tail keywords have low search volume in exchange for low competition. An example would be “dumpster rentals in Pittsfield, Massachusetts”. Sure, fewer people will search for it, but the traffic that is brought from this search is likely to be highly relevant to your business.
Adopting a healthy mixture of these keyword types into your strategy is important for both short-term and long-term success, but it needs to be done correctly.
Higher Local SEO Prospects
Local SEO incorporates similar tools and tactics when competing on a larger scale. However, it comes with a few key differences.
In this case, SEO is more location-specific. Search engines take a user’s location into account on various searches to help provide them with the best results.
This is why you don’t get results for pizza shops in Los Angelos when you search for “pizza shop” in Boston. The keyword strategy will be different, but that’s not the only difference. There is also far less competition.
With less competition, the prospects for ranking at the top of highly-relevant searches are high if you have the right strategy. Again, not many small businesses even have an SEO strategy, so use this to your advantage and try to claim the first spot.
As we mentioned, a well-executed SEO strategy could keep your business afloat for years to come. Although SEO efforts take time to come to fruition, the benefits tend to be long-lasting when executed properly.
Because of this, a small amount of money upfront for professional SEO services followed by a solid content strategy could save you a fortune in ongoing marketing expenses. Who doesn’t like saving money?
What Social Media Marketing Pros Can Do For You
Social media is a great place to expand your audience and keep your existing audience engaged. It acts as a hub for brands to improve both their user acquisition and retention, which is unique to the industry.
However, social media can cause harm to a brand just as easily as it can help! Here are a few examples of how a properly executed social media strategy will benefit your brand.
Social Media Content Creation
Social media content isn’t as long-form as blog articles, but it requires the same level of research and proper execution. Social media users can smell a desperate marketing campaign from a mile away, and they have little patience for it.
Essentially, you want to tread several fine lines in social media marketing. You don’t want to post often enough but not be spammy, use hashtags but not too many, and use humor without being poorly received.
Unsuccessful social media campaigns are quite common, so give yourself every opportunity for success with the services of social media marketing pros.
Social media comes with both direct market research and indirect market research. Like any marketing campaign, it requires initial research for content creation, your target audience, and more.
However, social media is unique by offering unintentional market research. Here, your audience will engage with your brand directly, offering insight along the way.
By simply following key metrics such as the number of likes, comments, and shares that your posts receive will offer plenty of insight into your target audience. There are plenty of other important metrics that a marketing company can track for you, and they will help you with your social media efforts and more.
While saving time is likely a motivating factor in your search for marketing assistance, social media is particularly time-consuming. An SEO strategy only requires one post a week at the minimum, whereas social media requires at least one a day.
Also, it’s important to interact and engage with your audience on social media to demonstrate a human presence behind your brand. This includes sharing user-generated content, commenting on audience posts, and responding to followers’ questions.
Fortunately, you can take all of this off your back by hiring the right marketing team. They will consistently manage your social media accounts, increase your reach, and keep your existing audience happy!
Why Email Marketing Is Important
Email marketing is one of the original digital marketing tools, and it still remains one of the most widely used and effective marketing strategies around. Here is what it will do for you when done correctly!
Improving Customer Retention
Marketing is an essential tool for growing your business, but there’s a fatal flaw; you will eventually run out of customers. Acquiring customers is half the battle, keeping them is the other half.
This is why email marketing is so important, as it reinforces your brand in the minds of your customers as time passes, which keeps your company relevant.
When users make conversions on your website, you should prompt them to sign up for newsletters. Then, you will be able to remind your existing customers of how great your brand is, which fosters repeat customers.
Don’t underestimate the value of repeat business. Businesses that focus on customer retention and brand loyalty report seeing significant sales increases. Also, not enough brands place much value in customer retention, so the competition is in your favor!
There are few better places than social media and email to promote your latest sales, discounts, events, and other promotions. It’s an excellent venue for experimenting with promotional content and measuring results!
Why Improving Your Advertising Campaign Matters
Let’s face it, a marketing campaign won’t survive without some amount of advertising. Yes, it eats up our marketing budgets, but it also generates high amounts of revenue when done correctly! Let’s talk about what the right ad services will do for your campaign.
Setting the Tone
The content of your advertisement is often the first impression of your business to many users. Therefore, the content and quality of your ad will ultimately set the tone for how users engage with your brand.
If users see a low-quality advertisement, they are probably expecting to be directed to a low-quality website offering low-quality products. Believe it or not, the average person sees over 5,000 ads a day, which makes the ability to stand out critical to a brand’s success.
Consequently, an improved ad will help with user acquisition, as well as set a positive tone for users who interact with your ad. The more you stand out, the better.
Increased User Experience
Your website’s user experience all starts with the first impression. A quality ad could help improve your website’s bounce rate, user retention, and more.
Increased Conversion Rates
Again, it all starts with that ad content. If you’re able to nail the landing page and navigation tools through your SEO efforts and offer a strong first impression, then you will see a difference in your conversion rates.
There’s no need to pour money down the drain on a PPC campaign, especially if your margins are tight. Remember, you lose money every time somebody clicks on your ad.
Because of this, it’s important to ensure that the maximum amount of engagements are converted into customers. This could be a one-time purchase for a lifetime of results, instead of simply spending more and more on PPC.
Also, we live in a world where ads can be highly targeted. Because of this, you can target your advertisements across multiple platforms like Google or Facebook and meet your intended audience with great precision.
However, without the proper industry knowledge and market research, it is difficult to use these tools with the most accurate precision. That’s where the marketing pros come in.
Ads are easily adaptable, unlike other strategies. If something isn’t working, you can change it without much of a hassle.
Your ad campaigns can also be whatever you want them to be. Video ads, search ads, display ads, or anything else. Advertisements can display any message, tone of voice, color scheme, or anything you want them to display.
Trying out different types of ads to see what is most beneficial is a good way to start. You may find that Youtube ads are more beneficial than Facebook, or that a certain keyword worked better. From there, it’s easy to adapt and start earning more from your ad efforts.
With SEO, you can’t just change all of your content at once and expect to stay at the same ranking. However, an ad campaign will offer instant gratification if you need to make an adjustment, which brings us to our next point.
Let’s say you want to focus on your social media, email, and SEO efforts because of all the benefits that you’ve heard. Sure, these options are free if you know what you’re doing, but that doesn’t mean they are enough.
Especially during the early stages of your campaigns, you need any boost you can get. Advertising is perfect for this.
SEO, social media, and email marketing all take time to develop. Online advertisements allow you to fill in the gaps while you develop these strategies, which could take months or even years to come to fruition. Once those strategies are successful, then PPC ads will be the only major marketing expense in your strategy.
How To Know When You Need Help With Your Marketing Campaign
You’re probably wondering if your business needs the help of a marketing agency. Well, we can make that decision easier for you. Here are 5 signs that your company could use the help of a professional marketing company.
1. You Can’t Afford an In-House Team
Not all businesses can accommodate an in-house marketing team. High salaries, benefits, and other employee-related costs are too high. When you hire an outsourced team, you share these costs with other businesses seeking similar services without sacrificing much.
2. Lack of Time
If you’re trying to handle your marketing strategy yourself, you might as well hire somebody else to run your company. Marketing strategies take a lot of time and consistency to develop and implement, and it isn’t feasible for one person (especially a business owner) to meet these requirements.
This is especially true if you have to educate yourself on the various marketing tools available to you, conduct market research, develop a strategy, and implement it day after day.
3. No Experience
If you don’t have experience or education in marketing, then that will eat up a lot of time doing the necessary research. If that research is not done well or if it comes from unreputable sources, then you risk your efforts flopping. In that case, hiring somebody with the necessary skills and experience is crucial.
4. Your Sales Team Lacks Leads
If your sales team is constantly left with idle hands, then there isn’t much of a point in having them around. In this case, it’s time to boost your marketing efforts and start driving leads.
5. Poor Results
Finally, if your previous marketing efforts were underwhelming or did not exceed expectations, this is a strong sign that your company could benefit from professional marketing services.
This is especially true if your sales are actively declining, as this is a major red flag for any small business. Marketing is the best way to begin increasing sales, so set your business up for success as soon as possible.
What To Look For In a Marketing Team
Before you make any deals with a company, it’s important to know what to look for in a marketing team. Here are some of the most important qualities to seek out in a marketing team.
Of course, you will need to ensure that the services offered match the services needed. If you know that your brand requires social media marketing, PPC management, and SEO services, then verify that the prospective company offers these services.
The last thing you want is to waste your time talking to a company only to find out later that they don’t offer the services that you need. Before you even begin your search, determine your company’s marketing needs to help narrow your search.
Every business has a marketing budget. If the services offered are all-inclusive, then you should be able to put the majority of your budget into these services.
Remember, the price should reflect the services. You get what you pay for, so if the services cover all of your needs, then your marketing budget should be able to cover it.
Do these services work for my industry? For example, a law firm may not want to hire the services of a marketing company that primarily works with eCommerce businesses.
If the prospective company has experience in your industry, then count that as a major plus for them. A marketing company with industry-specific knowledge will perform best with proper keyword usage, content creation, market research, and more.
If the company does not offer case studies on their website, ask for them or read testimonials. Case studies help you understand how effective their previous campaigns were over time and the quality you should expect from these efforts.
However, case studies aren’t the only way to gauge a company’s performance. Online reviews are always handy, but you should consider looking both on and off the company’s website.
Remember, there’s hardly a company in the world without a one-star review, so focus on reading through the actual reviews to get an understanding of customer satisfaction.
Similar to case studies, references are a great way to judge a company’s previous experience. The key difference is in your ability to ask questions.
When you read stories or reviews online, you are only getting information that others want to give. However, when you have references, you can control the questions.
For example, you may want to know how communicative the company was with their previous clients, if they were transparent about prices, and whether or not they seemed to know what they were doing. Don’t underestimate the value of references when it comes to outsourcing!
Why You Should Hire Media Shark For Your Marketing Needs
With everything we just discussed, you’re likely interested in receiving the services of the right marketing team. Well, we would like to suggest that our services are right to meet your company’s needs. Here’s how.
One of the biggest qualms of hiring outside help for a marketing strategy is that different companies have different brands. Well, Media Shark is different.
In fact, Media Shark works with your company to understand your brand and develop a strategy across your entire digital marketing efforts to remain on-brand at all times. It’s like having an in-house marketing team without the extra cost!
You can’t compete if you don’t know what the competition is doing. Media Shark invests initial time and resources into your competition in order to develop a more specialized plan to get ahead.
This includes your competitors’ keyword usage, ad campaigns, SEO value, promotional moves, and more. This insight is valuable across your entire marketing and production strategy.
The world of technology is constantly evolving, and marketers are always trying to keep up. If you’ve been running your business for over a decade, think about how different marketing was then compared to now. Okay, now imagine how different it will be ten years from now.
Media Shark understands this well, and our marketing team is dedicated to remaining updated on all of the latest digital marketing trends and changes in the industry.
Again, you want the quality of an in-house team without the price. Well, every client of Media Shark receives a custom report about their marketing campaigns, how they are performing, and other important insights. You won’t sacrifice anything with an outsourced team.
Finally, the great thing about digital marketing services is that all of the moving parts within a marketing strategy can work together. However, this only works with proper planning.
What Media Shark mean’s is that if you have an SEO, social media, email, and ad campaign, you can seamlessly integrate them to benefit one another. For example, we mentioned that proper web design will benefit your conversions across your entire marketing strategy, but that’s not all.
Your social media efforts will have a direct impact on who signs up for your newsletters, your ads will affect your SEO prospects and more. With the right planning and implementation, your entire digital marketing strategy will turn into a never-ending sales funnel, which is why Media Shark is the top choice for your brand!
Take The Bait!
Now that you know all about the different media campaigns and how Media Shark can help you, there’s no time like the present to get started. The sooner you begin building your strategy, the sooner you will see results. Stay up to date with our latest marketing news and feel free to contact us for any help with your strategy!