Thursday, March 26, 2015

SEO Checklist: 15 Steps to Optimize Your Website

Or, just call The Eisen Agency and we'll take care of all this for you, but if you wanna DIY, here's some tips:

by Eugene Dediu | March 26, 2015 | 231 views

Today, just about anyone can create a new website on any topic and gather a team around it to develop and grow the site through content.

But many people fail to get on the first page of search engine results pages (SERPs) because they believe it's just about content, rather than also doing keyword research, creating a semantic kernel, making the website mobile friendly, or even putting the right alt text for images, and so on.

The following list is an SEO checklist of actions that you need to take to optimize your website for search engines.

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Wednesday, March 18, 2015

Why Hire a Professional Marketing Firm: Reason #2: Tools

If you're a landscaper, contractor, cook, barber or doctor -- you have tools to do your job. Those tools are critical to the success of your operation. If you're a landscaping firm, you have invested 10s of thousands (or more) dollars into lawn and garden equipment, allowing you to perform your job professionally and efficiently, and properly address the client needs. After all, when a client needs their lawn mowed, you don't use garden sheers. While it "could" work, it would obviously be incredibly labor intensive. Same with a contractor, you don't install finish trim by cutting it with a reciprocating saw.

And worst of all, it's hard to be a cook without pots, pans, knives and all the great gizmos they have. Same holds true in professional marketing and communications services. Our firm, for example, invests 10s of thousands of dollars on all the latest tools and technology that enables us to professionally and efficiently do our job for our clients. Things like Creative Suite, and ProfNET and Cision and Animoto -- research tools, survey tools, audio and video equipment and on and on and on -- all to be used professionally on behalf of a client.

Why on earth would you, as a dental practice, go spend $5,000 on cooking tools or landscaping equipment? You wouldn't right? So, for small to medium sized businesses, it's foolish to purchase these tools for your business, but it's easy to have access to all of them free of charge -- hire a professional firm. They have all the tools to do the job right, and know how in how best to use them in making great ads, nice collateral, to send releases, find reporters, tweet and make a cool video. Fix teeth. Let the agency grow your business.

Tuesday, March 10, 2015

Ten Great Social Media Marketing Campaigns

At The Eisen Agency, we believe social media is an important part of a good marketing mix. And while social media certainly shouldn't be the only thing you're doing to market your business, here's a sampling of 10 great ideas. Of course, if you need help or someone just the lift the marketing burden from your shoulders, give us a call.

10 Great Social Media Marketing Campaign Ideas

These are some of the most innovate and successful recent social media campaigns. They used photo contests, caption contest, coupons, polls and other strategies to strengthen brand affinity, increase engagement and drive traffic to their websites. Some of them went viral; some increased their customer gradually over time.

Digital marketing platform Offerpop cited 50 social marketing campaigns ideas gathered from its clients. Mashable named its own top social media campaigns in its “Mashies 2014.”

Here’s a sampling of the top campaigns.

Friday, March 6, 2015

You Need Editors, Not "Brand" Managers

And, at The Eisen Agency, we couldn't agree more. Founded by award winning television, radio and print journalist Rodger Roeser, he turned his combination expertise of journalism and entertainment promotions into one of Greater Cincinnati's (and the region's) most successful marketing and PR firms.

‘You Need Editors, Not Brand Managers': Marketing Legend Seth Godin on the Future of Branded Content
Seth Godin is the godfather of modern marketing—or, at least, the type of modern marketing we all want to be doing.

In 1999, Godin published Permission Marketing, and, in every way, it was a revelation. At a time when Bill Clinton was still in office, TLC’s “No Scrubs” was a #1 hit, and was about to IPO, Godin released a practical guide to how brands could leverage the incredible connectivity of the web to engage consumers by seeking permission to do so. His creation of the concept of of permission marketing—which posited that marketing should be as anticipated, personal, and relevant, rather than interruptive—continues to echo in darn near every marketing brainstorm today.

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Tuesday, March 3, 2015

How You Know It's Time to ReBrand!!

Last Thursday, I arrived at the office, but instead of being greeted by the same AtTask logo I was so familiar with, I found myself staring at a new dynamic logo with new colors and a new name: Workfront. In the months leading up to this, there had been a flood of emails, scores of intense meetings, and countless man hours logged by our marketing team, communications team, and development team. Don’t even get me started on all the surveys, brainstorming, consulting, and nitpicking that finally produced the new name and design. And we’re only just getting started. In the days to come, we will be spending significant time and dollars into introducing our new brand to the marketplace and getting back to the level of recognition we once had with our former brand.

All of which might lead you to ask, “Why go to all this trouble?”

First off, let me say a rebrand is certainly not something company leadership takes on just for fun or on a whim. You don’t do it just because you’re tired of looking at your old one. A rebrand is the right solution for some very specific scenarios. If you can learn to recognize those scenarios, a rebrand could supercharge your company’s potential in the years to come. So how do you know if your company needs a rebrand?

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Monday, March 2, 2015

Your Logo is Critical to the Success of Your Business

Great logos are recognizable in a blink. They also should make a lasting impression.

Target hits the bullseye, Nike goes swoosh, and Apple catches the eye. All three company’s iconic logos are unique, memorable and stand the test of time. They instantly and consistently do what a potent logo should: Identify a brand, make it stand out and, ideally, drive customer interest and sales.

We all know great logos, but we don’t all know that great logos aren’t easy to create. From concept to color to rollout, there’s much to consider when boiling your brand down to a single emblem.

Related: 5 Must-Haves for a Successful Logo

“We have less time and less space to tell our stories in than ever before,” says Alina Wheeler, a Philadelphia-based branding expert and author of Designing Brand Identity (John Wiley and Sons, Inc., fourth edition, 2013). “To rise above the clutter, a symbol or a logo is the fastest communication known to man. It unlocks associations with your brand on sight, so it’s important to get it right the first time around.”

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Tuesday, February 17, 2015

12 Secrets of the Human Brain to Use in Your Marketing

12 Secrets of the Human Brain to Use in Your Marketing [Infographic]

by VerĂ³nica Maria Jarski

Knowing how the human mind processes information and images—and putting that knowledge to use—can help you become a more engaging and effective marketer.

Here's a look at some fascinating facts about the human mind, from a marketing perspective.

Did you know that the human brain processes emotions far more quickly than rational thought? "Emotions process input five times faster than our conscious brain," according to the following Emma infographic.

Our brains also really love images. "Our brains process images 60,000 times faster than text," states Emma. "We comprehend and remember pictures with text more than text alone."

To get more facts about the human brain to help you imp

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Thursday, February 12, 2015

Why Hire a Professional Marketing Firm? Reason #31: Connections

It's true, everyone knows someone. But, when it comes to the growth and marketing of your business, just like when you were looking for a job or trying to find clients, it's true when they say "it's all who you know." A good agency and good agency leadership is well connected not only the media contacts and marketing services providers (video teams, printers, database vendors, caterers, swag producers and so on and on), but perhaps more importantly to potential business, government and other influencer connections. A good business understands to whom it wishes to reach out to, and can find an agency or agency leadership skilled in those circles of influence. Having these types of connections is another reason why every business (even the ones that "do it all in house") should have an agency they value and trust. It's smart networking, and particularly in the professional services realm, having professional connections and word of mouth remains the best source of new business.

Friday, February 6, 2015

Why Hire a Professional Marketing Firm? Reason #17: Objectivity

In our continuing series on understanding some nuances and reasons to hire a professional marketing firm, today we're going to focus on objectivity. In the efforts of marketing, all too often businesses and organizations can get caught up in their own culture and language. And, while that is indeed important to have, what is critical from a marketing standpoint is translating your business to addressing the wants and needs of your customers or clientele.

And, oftentimes, like looking in the mirror with your nose pushed up to it, it can be very difficult to see the true picture. Having an agency can offer solid objectivity based on the simple notion of we provide "X" and these are the potential customers for "X" so here's how we should position this. Good agencies are more focused on their clients client, and will be honest when the company is saying, doing or projecting something not likely to engage or get a certain type of client to act.

This objectivity allows a good agency to take a step back, employ trusted and sound marketing principles, even test those if necessary, and provide solid strategies and recommendations that will most likely succeed. Also, if you're the owner of the business, having an objective look at internal marketing staff and practices may be quite enlightening in learning perhaps better, more efficient or smarter ways to execute a given marketing strategy.

A good agency is a must have for every business, but often is a critical partner in the SMB space where there is little margin for error and where you may not otherwise be able to afford the very best and brightest "in house." Good counsel is always a smart thing, so seek a trusted agency partner that you value for their honesty and objectivity.

Monday, February 2, 2015

Content is Only Smart Marketing When Someone Actually Reads It

by Rodger Roeser

Content marketing is an excellent way to inexpensively establish your people, services and your overall brand as relevant in the market place. Unfortunately, content marketing is often just self serving blather that speaks more to corporate gobbedly gook rather than the true intent of content marketing – creating relevant content to those publics with whom you wish to relate. So, good content marketing truly is about knowing thy audience. Whether a speaking engagement, a writing assignment, a video or infographic, social media or good old fashioned advertising, a keen understand what is interesting and what will motive your target public to action is critical. But, where do you get that type of information.

Fortunately, information on consumers is everywhere, and most savvy marketers know they have access to such things as claritas, scarborough, nielsen, and literally dozens of other sources that can provide the most detailed information about consumer habits. While rather expensive, these types of services are readily available for purchase and are a treasure trove of consumer information. Most media outlets also have access to this type of information, and when considering making a media buy, this type of information is used to gain access to detailed demographic data.

And while great for larger type businesses and consumer goods, these are not great in the B2B market place, and in most cases out of the reach of small businesses simply because of cost. So, the smartest and least expensive ways to garner data are two fold – quantitative and qualitative research. Survey your customers or clients often and reward them for taking the survey. You seem this commonly among restaurants and chains. Also, each quarter randomly select 5 – 10 actual customers or clients to sit in for a “round table” meeting on what they like and what they feel could be improved about your business. Most current customers have and will have striking similarities to one another, so combining data from a round table with data from surveys and you have an excellent, albeit, basic view of the likes, patterns, wants and needs of your customer or client base.

Also, depending on your type of business, you may reasonably surmise that if you are an auto mechanic and vast majority of your clients are driving luxury cars, they likely own a home, have a family, that career is important to them and they may enjoy traveling. This type of information can be particularly valuable when creating custom publications or even newsletters with content that would be enjoyed by your audience. Remember, just because you’re a financial advisor, that doesn’t mean everything you write about needs to be financial in nature – it should reflect other things a customer or client would enjoy. After all, the greatest content in the universe is of no value if no one reads it.

And most likely, if you’re like most businesses, folks don’t like your newsletter. Be honest. Look at the metrics of the newsletter. Survey often. Have specific calls to action in your content, because after all, are you trying to educate? Or are you trying to sell more widgets? Measure what’s important, not how important you sound when writing something.