Digital advertising
Consumers have many choices. Advertising is more than merely running ads with a set-it-and-forget-it approach. Below are the top planning actions we take to set the stage for success. If we don’t know you well, we will take the time to understand your business and goals before we initiate any actions, which are outlined in the Marketing Process Funnel. This process ensures we are well-aligned for new initiatives and it is available upon request.
- Evaluate previous campaigns, including the creative, content and design for effectiveness and return on investment. Understand success and failures, and why. We will report on any gaps with an proposed action plan.
- Research current market share based on your geographic target area and identify opportunities and constraints
- Review your sales model and evaluate an ad investment and find sustainable options
- Identify calls to action, including offers. Understand what competitors are offering
- Understand your markets and new opportunities
- Determine if there are any gaps that could diminish results – SEO ranking, website health, lead capture tools, and more.
- Assess the options for promotion
- Report all findings and make new decisions together
We can help you plan, set up, and manage your campaigns. If you want to manage them, great!. We can make sure you are well-prepared and all the requirements are in place. Request a consultation meeting.
Factors that influence digital success, in the most simplified explanations:
- Quality score This is an evaluation of your web content in relation to your advertising content. If there’s not a content match, your score drops, which means the search engines will demote your business. You will get fewer leads, and pay more for each lead.
- Site Content Volume Does your website contain the right balance of content that answers most questions for site visitors? This will support search lift and relevance. If you have very little content, your advertising dollars have to work much harder, and this will result in fewer results.
- Site Content Quality Content that is both informative and provides answers to common questions is of high value to the search engines, particularly 600-word blogs. If your organization appears to be a subject matter expert, the site will be considered authoritative and relevant. This means your advertising won’t have to work as hard and your quality score will be high.
- SEO (Search engine optimization) and keywords SEO is important on your website, and offsite too. This will impact your site authority and relevance, and how well your site has been indexed with the search engines.
- Site Performance This has to do with every aspect of your website – how it technically performs like load speed, SEO, accessibility, mobile, SSL, and more. Does your website contain professional design, content, and images? Is it laid out in a way that site visitors easily see what you do? Is the look and feel attractive to your core customers? This matters to the search engines and affects your quality score. Too many issues and ad platforms may limit how much you can spend.
Need some help? Get in touch and let’s discuss your ideas for your next campaign.
Planning Traditional Media
Finding the right balance of products, combined with digital can be challenging. Evaluating your budget, priority audiences and financial goals are the first actions we will take to help you develop a sustainable program. Key to this process is establishing an efficient average cost per 1,000 people reached (CPM) so you have a balanced media mix. We can help.
We have extensive experience in TV, radio, print, direct mail, out of home and non-traditional media. Prevent inefficiencies in your advertising plan and request an advertising audit. Continuous improvement will help keeps costs down. We utilize a formal planning process with industry-standard marketing metrics and research.
Through close marketing analysis for one local dentist, Marketing EQ found $25,000 in advertising savings by adjusting the schedule to their effective service area. We retooled the budget and reallocated the remaining $50,000; the result was a 300% increase in effective reach to the primary target customers and improved frequency to reinforce messaging. We help small businesses that commonly buy into mass ad programs that sound good but are rarely in full alignment with the industry or company metrics.
– Julie Gorham, Owner, Marketing EQ
Tools to help you gain market share, develop loyalty and remain top of mind
Search Ads | Display Ads | Direct Mail | Email | Events | Social Media | Out of Home | Signage | Radio | TV | Transit | Video
Not sure where to invest your marketing dollars? Schedule a review @ (360) 737-9888
One local furniture company reached out us due to poor advertising performance. He had little confidence in doing any sort of ads. We applied marketing science with creative planning and developed a sensible plan. The client said, “Now I see as you see!” Our education through practical application has strengthened their advertising success..
Another Furniture client had not made a profit when they began working with MEQ. They relied on us to plan, manage and create all campaigns. Over eight years working with us the client consistently grew between 2%-10% annually. Now they are in the maturity of their business. There are no shortcuts to customer acquisition – when done right, it can provide the necessary growth you need and desire. – Julie Gorham, Owner, Marketing EQ
How to get started
Contact us and let’s discuss your business goals. (360) 737-9888