the role of brands after the 2020 election

The Role of Companies in a Post-Election, Pandemic Sort of World

Marketing Tips and Takeaway for Business Leaders

According to a recent survey conducted by market research firm, Morning Consult, 56% of American consumers said they “pay close attention to brands’ ethical or political stances,” per data shared with Agency Partner. In the lead up to the upcoming election, we can agree that people are becoming increasingly polarized by the day.

For a company, this makes it difficult to understand what role they should play when strong political and social questions hit the table.

So what’s the takeaway for business leaders? How do you go about taking a stand without completely alienating part of your customer base?

The fact is that there is a way to do what you feel is right without turning anyone away. First, let’s turn to the data. So far, the data is telling us that consumers in the United States have changing expectations about what a brand should or should not do in terms of its involvement with things including corporate social responsibility, political activism, and social issues.

Gone are the 1980s and 1990s when consumers really only cared to see a brand ensure that products and services were ethically sourced and fulfilled. In 2020, consumers are expecting a lot more! 

2020 Emphasizes a Demand For Brands to Align With Social Concerns

At an increasing rate, the American public wants to see brands use their power and influence to positively impact politics and culture. Morning Consult projects that more than 54% of American consumers believe that companies should make an effort to drive change and progress on important social issues.

This means taking actions to operate in an environmentally friendly way, promote fairness and equity, ensure a safe and positive work environment, and show more concern for the stakeholders even if it’s slightly to the detriment of the company shareholders.

ln a nutshell, here is a list of items, in order of priority, that consumers feel companies should have some level of influence in:

  1. Environmentally friendly
  2. Ensuring safe and fair elections
  3. Championing economic opportunity for average Americans
  4. Driving progress on important social issues
  5. Changing American’s attitudes about cultural or social issues

On the other hand, there is a special distaste for companies that do the following:

  1. Working to get specific politicians elected
  2. Influencing public policy
  3. Getting legislation passed 

Unfortunately, far too many companies fail to successfully walk the fine line of what is okay and what is not. When the political climate is most hot,  this is when many companies fail miserably, and we’ll get into that shortly.

2020 Consumer Expectations Around the Election
As brands work to promote positive change and fairness, they are generating heightened levels of trust and more often being viewed as charitable, responsible, and accountable. 

Interests & Top Issues for Consumers Around the 2020 Election

For the most part, a company will remain in good graces if it makes clear and obvious actions to promote free and fair elections. Noting above that consumers do not care to see the companies that they buy from directly endorse a political candidate, the idea is that businesses should promote fairness, access, and integrity.

This has been increasingly difficult as the integrity of information sharing is strongly under review following inconsistent censorship by our social media platforms such as Twitter and Facebook, as well as by the mainstream news media. 

Politics aside, there is strong bipartisan support for issues including:

  • Equal pay for men and women
  • Goods that are made in America
  • Actions that help create more jobs
  • Charitable donations to good causes
  • Environmentally responsible practices
  • Support for the US military & its veterans

The bottom line is that the survey data indicates that 56% of Americans are paying attention to what companies are doing to involve themselves in ethical and political discussions. Notable is that a majority of this focus is directly on what company CEOs are doing and saying. 

How Politics Can Influence a Company

There is definitely some risk involved when you mix politics with anything. The biggest risk is in taking a position and then being exposed for doing something that directly contradicts that position. 

We have seen this time and again from companies including Nike, the National Basketball Association, and Uber to name a few.

With all of that being said, more than half of Americans will still buy from a company that offers convenience, quality, and most importantly: it sells products for an affordable, low price. Perhaps that is why Nike is currently valued more today than it ever has been.

If a brand is really looking to turn business away, here are some things that will do so:

  • the CEO vocally, loudly supports a political candidate that the customer base despises
  • the pricing of products or services goes up dramatically without any value-added
  • the quality of products or services goes down 

The things that generally have little effect in harming a brand include:

  • donating to a political campaign
  • donating to a charitable organization
  • releasing a public statement supporting an issue

So who carries the greatest risk in managing the power and influence of a company?

If you guessed “CEO,” then you’re right on. The data shows that consumers expect CEOs to not only lead their company but as top-level leaders, they should also be a driving force for change in the communities that they do business in. There is overwhelming support for this as 76% of those surveyed expect CEOs to lead American society.

In cases where the CEOs get it wrong, so many times we have seen the public make the demand: “off with his head!”

Recently here in Dallas, that was the case when advertising staple, Stan Richards of The Richards Group made racially sensitive comments that lead him to “fire himself” and allow new leadership to take over and dictate the future of the company and its image.

Similarly, Uber’s founder and former CEO Travis Kalanick was pushed aside by its board after a culture of sexism and gender discrimination was allowed to persist. The theme here is that when issues like this hit the headlines, a new captain is almost always called on to right the ship. 

What To Be Ready For On and After Election Day

The data shows that 83% of Americans are paying at least some attention to the 2020 election.

The economy proves to be among the highest of concerns in terms of priorities in this election cycle and most voters are concerned about taxes, wages, jobs, unemployment, and government spending. Of course, the coronavirus is right up there! Companies should be taking safety precautions to ensure that employee health and safety is paramount. Voters have covid in full view this year. 

So what is the role of a company throughout all of this? While this won’t boost your revenue, it will earn you some favor. On election day, give your employees the time and space they need to go and vote. The American public favors companies that promote free and fair elections.

As an employer or manager, do not try and indoctrinate your employees or chastise them if they hold obviously different political views. Be a good neighbor, support their decisions, and encourage a truly free and fair outcome.

Once we get past election day, focus on promoting safety and on growth.

As an employer, do everything you can to retain employees, ensure that they are bought into the effort of delighting your customers, and make an active effort to hire people that you typically would not hire by leveraging tools such as CultureIndex or OptimizeHire.

Once you have hired your team and the business machine is humming, take action to ensure that your workplace is truly promoting growth. 

Focus on Your StakeholderS

At Agency Partner, we have learned that a truly diverse, inclusive team makes for a much higher quality standard of service. It facilitates more creative and innovative problem-solving, and frankly, it’s the right way to run a business.

Today, American consumers want to work with brands that are more engaged in their communities and less stingy when it comes to bottom-line, owner-centric value creation.

Companies should find ways to invest in their communities and employees without discouraging diverse thoughts and backgrounds. The long-term value that is being created will be measurable via better, faster decision-making. 

Give Us a Call Today!

Do you want to revamp your current marketing strategy to survive and thrive during COVID-19? Are you searching for ways to improve how your brand connects with the market?

If so, then you’ve come to the right place. Give us a call today at (214) 295-5845 or click here to Get a Free Quote to speak to a member today.


Author: S. Adam Rizzieri
Co-founder & Chief Marketing Officer // Agency Partner Interactive

Dallas 100 2020 - Agency Partner Interactive

Agency Partner named on the SMU Cox Dallas 100 list

SMU Caruth Institute Unveils Its 2020 List of Dallas’s Fastest-Growing Private Companies
Agency Partner Joins the Dallas 100 list

Dallas (SMU) Monday, Oct. 26, 2020 – The SMU Cox Caruth Institute for Entrepreneurship has released the names of the entrepreneurial businesses that made it into this year’s coveted list of Dallas 100 companies.

The Dallas 100 competition annually gauges the ascension of privately held companies in Dallas and surrounding cities. The release of the top 100 company names is a precursor to an awards celebration that will culminate in the unveiling of this year’s No. 1 fastest-growing, privately held company.

Traditionally, the Dallas 100 company names are announced alphabetically at an autumn reception, followed a month later by an awards ceremony that is highlighted by a countdown, with Dallas 100 names divulged in order from No. 100 to No. 1. Because of the pandemic, both of this year’s Dallas 100 events will move to the spring.

Caruth Institute Dallas 100 List

Caruth Institute Executive Director Simon Mak intends to announce in December the details of a socially-distanced reception and awards gala.

“Of course, everything is contingent upon the pandemic, but we are hopeful that we can hold two safe, in-person events: a reception in late January or early February and our traditional Dallas 100 awards gala in early March,” said Mak.

“If we’ve learned anything since the onset of COVID-19, it’s that everything is subject to change. While we’ll remain flexible, we’re hopeful that we can gather in person, masks notwithstanding, to celebrate the entrepreneurial spirit that is so vital to our economy.”

For 30 years, the Dallas 100 has honored the ingenuity, commitment and perseverance of entrepreneurial businesses, placing the spotlight on their economic contributions. The Caruth Institute for Entrepreneurship at SMU Cox ranks the area’s top 100 entrepreneurial companies based on percentage growth and absolute dollar growth over the previous three years. This year, the top 100 companies are based in Dallas and 14 different surrounding cities.

The Institute, working with the accounting firm BKD LLP CPAs and Advisors, examined sales from hundreds of companies for 2017 to 2019, the last year for which complete data is available. The winners represent a broad spectrum of Dallas-area businesses.

Sponsors for this year’s event are, in alphabetical order: BKD CPA & Advisors, Cushman & Wakefield, Dallas Business Journal, Executive Press, KRLD NewsRadio 1080, MassMutual Dallas-Fort Worth, and Texas Capital Bank.

A complete list of all SMU Cox Dallas 100 companies for 2020, also listed in alphabetical order, follows.

Company Name City
5 Irving
Aerospace Quality Research & Development Addison
Agency Partner Interactive Addison
Akorbi Plano
Allata Dallas
Altruas Dallas
Anders Group Irving
Anserteam Workforce Alliance Dallas
Apex Dental Partners Dallas
Appspace Dallas
Asset Panda Frisco
BBG Dallas
BravoTECH Dallas
CallBox Storage LLC. Dallas
Catalyst Health Plano
Clavis Capital Partners Dallas
Cloud Ingenuity Carrollton
CommunityMed Urgent Care Systems LLC Addison
compass datacenters Dallas
CONTI Organization Dallas
Critical Start Plano
Dialexa Dallas
Earthworks, Inc Lillian
Elevate Brand Marketing Dallas
Elite Fulfillment Solutions Dallas
Emergicon LLC Dallas
Emler Swim School Dallas
Geoforce Plano
Golden Tree Restaurants LLC Richardson
GridLiance Irving
GuideIT Dallas
HealthMark Group Dallas
Highlands Residential Mortgage Dallas
Home Tax Solutions Dallas
HomeVestors of America, Inc. Dallas
iiPay Dallas
Imaginuity Dallas
Improving Plano
INK+ORO Dallas
interRel Consulting Partners, LTD. Arlington
ISHIR Plano
JP and Associates Realtors  Frisco
Legacy ER & Urgent Care Plano
Lifeblue Plano
Lone Star Analysis Addison
Lurin Dallas
M&H Property Tax Consultants, LLC Dallas
MarketScale Dallas
MedCore Partners, LLC Dallas
MMC Group, LP Irving
Mr. Electric of Dallas Dallas
Nepris, Inc Frisco
Newline Interactive Plano
Nextgen Innovation Labs LLC Frisco
o9 Solutions, Inc. Dallas
Online Rewards Richardson
OTR: On The Rocks Premium Cocktails Dallas
ParkHub Dallas
Pediatric Home Healthcare Dallas
Pharmaceutical Strategies Group (PSG) Plano
PICKUP Now, Inc. Plano
Platt Cheema Richmond, PLLC Dallas
PREMIER LOGITECH, LLC Coppell
PROLIM Global Corporation Plano
Provident General Contractors Dallas
ProVision Brokerage, LLC Dallas
Publishing Concepts, LP Dallas
PureWine Inc. Grapevine
Pursuit Sales Solutions Dallas
Qentelli Solutions Dallas
ResMan LLC Plano
REV Robotics Carrollton
Robokind Dallas
Scout & Cellar Farmers Branch
Sealink International Inc Plano
Sendero Dallas
Service Fusion Irving
Seven Tablets, Inc. Addison
Signature Automation, LLC Addison
Smart Business Concepts Dallas
Spotio, Inc. Dallas
STRAIT Dallas
Sunwest Communications, Inc. Dallas
TBX Plano
TechGenies LLC Richardson
Techstar Consulting Inc Irving
Tek Leaders Inc Plano
The Crowther Group Dallas
The Pet Loss Center Irving
Tolleson Wealth Management Dallas
TrendHR Rockwall
TRIPBAM, Inc. Dallas
Universal Display & Fixtures Company Lewisville
Utility Concierge Dallas
Velo ITG Holdings, LLC Dallas
Vesuvius Holdings, LLC Frisco
Vinli, Inc Dallas
Vista Bank Dallas
Wildcat Lending Plano
Zimperium, Inc. Dallas

 
About SMU Cox

In 2020, the Cox School of Business celebrates 100 years of business education at SMU. The Cox School of Business is committed to influencing the way the world conducts business via prolific research that provokes innovation, change and global thought leadership.

SMU Cox offers a full-range of business education programs including BBA, Full-Time MBA, Professional MBA (part-time), Executive MBA, Cox MBA Direct, Online MBA and Master of Science degree programs, as well as Executive Education. Consistently ranked among the world’s leading business schools, SMU Cox maintains an active alumni network globally. SMU Cox is accredited by AACSB.

CONTACT:

Adam Rizzieri, Chief Marketing Officer

adam@agencypartner.com

business_survive

How to Make Your Business Survive (and Thrive) in a Pandemic

Expert Tips For Business Survive in a Pandemic

It’s October, and the coronavirus (COVID-19) is still leaving an indelible impact on the world. While the White House says a vaccine is coming shortly, there’s no news yet on how widely available it will be, who will be eligible to get the vaccine first, or how effective it will be at stopping the spread of COVID-19 and allowing the world – and businesses like yours – to return back to normal.

The simple fact is that both large corporations and small businesses have felt the effects of extended lock-down periods that, more than eight months into this global pandemic, are still limiting normal face-to-face interactions and commerce, and for some brick and mortar businesses, restricting the number of people you can have in your storefront at one time, thus slashing your revenue potential.

COVID-19 has been an unprecedented event that hasn’t been seen since at least the Spanish Flu of 1918. This means many business leaders, marketers, and even politicians are struggling with how to proceed during these difficult times, especially since the pandemic has endured for so long and there’s no foreseeable end in sight.

As a result, businesses across the country are going bankrupt and closing for good, especially small businesses. If you want to avoid this event from happening to your company, here are some ways you can make your business survive – and also thrive – in a pandemic.

Can You Grow Your Business During the COVID-19 Crisis?

The answer to this question certainly depends on the type of business you are currently operating. Overall, the need for business has never been eliminated nor will it be diminished in the coming months.

People still have the need and desire to shop for groceries, buy essential products, and lead the lives they were used to living. Do you operate an essential business? Are the products and services you have still attractive to your target audience during this pandemic?

If not, what can you do to pivot to create products or obtain inventory that will be in high-demand given your state or local municipality’s coronavirus restrictions? From retailers offering curbside pickup to commercial airlines providing cargo flights, our economy is full of several examples of companies that have transformed their way of doing business to either maintain their clientele or open up new revenue streams in the midst of COVID-19.

If your business’s revenue has decreased because of the coronavirus and you’re fighting tooth and nail to keep your doors open, what can you do to remain relevant and continue to operate despite consumers’ changed behavior or state or local restrictions related to your industry? These are the questions you need to be asking yourself to survive – and thrive – in a pandemic.

What’s the Best Marketing Strategy During the COVID-19 Crisis?

This has been a frequently asked question since country-wide lockdowns began. Even high-level marketers had genuine and desperate questions about how they could revamp their marketing strategies.

To answer all questions, the most important thing to do now is to continue growing your online presence. With more people working from home or staying at home to avoid large crowds or help their kids with online schooling, COVID-19 has caused internet usage to spike by 70% this year. Having a strong online presence will be vital in driving your marketing strategy forward.

With that said, here are some questions you should ask yourself during this pandemic regarding your marketing strategy:

  • Does your business already have an online presence? If not, you need a website now. Even if you’re a small boutique and can’t ship product, creating a website for your customers to browse and then purchase curbside can boost your revenue during these trying times.
  • Does your business have an intuitive, responsive, and well-built website? If you think your website is outdated, what can you do to make it more modern?
  • Does your business have a stable search engine optimization (SEO) and pay-per-click (PPC) marketing strategy in place?
  • Have you measured the user experience of your website?

These are fundamental questions you should ask to begin the steps of improving your marketing strategy.

How to Adapt Your Marketing Strategy

Social distancing and other preventative measures have made conducting traditional business near-impossible.

Trade shows and events, for example, are now nonexistent and have all moved online, if that. Like never before, you have to be quick to modify your marketing strategy, especially if you’ve heavily relied on events and customer visits in the past.

Here are some things you should keep in mind if you want to sell your offerings more effectively:

  • Increase the functionality of your e-commerce store to allow your customers to order your products and goods directly.
  • Online deliveries are very common now. Make sure you provide a convenient and inexpensive delivery service to your customers. 
  • Add features to your website to adapt to the COVID-19 pandemic, such as online booking.
  • Update your Google My Business profile to reflect your business hours. This is very important in regards to user experience, especially if your hours have changed due to COVID-19.
  • Provide webinars instead of face-to-face meetings.
  • People have all sorts of questions. Create a live chat feature on your website or post FAQs to give your audience the answers they need. As a bonus, live chat makes it easier for your employees who are working from home to professionally answer your customers’ questions without their kids, dogs, or the neighbor’s lawn mower creating background noise.
  • Increase your email marketing, and even consider deploying marketing automation, to reach customers that you can’t visit in person or have difficulty calling due to employees working from home and having too much background noise in their makeshift workspaces. Email marketing is also a great way to inform your customers about any special promotions you may be offering or restocked inventory of essential items that have been flying off the shelf.

Another tip we want to go into detail here is to continue creating great content. With internet usage going up, it stands to reason that more people are reading online content such as blogs. Content is a major part of digital marketing.

It not only educates an audience but it also guides them throughout the process of initial interest in becoming a loyal customer. For example, if you are running an online business, you will still need to attract qualified leads and convert them. Research from HubSpot shows that companies that blog see 126% more leads growth compared to companies that don’t.

Conversion comes through exceptional and engaging content, in which a prospect finds awareness of your products and services, becomes interested in what you have to offer, and finally comes to a point of decision. 

Whether your company is in the B2B or B2C industry sector, focus your efforts on creating purposeful content that assists your audience’s development in your sales funnel. Blogs with images are great, and videos help convert leads at high rates. Video viewers are anywhere between 64-85% more likely to buy from you then website visitors who don’t view your video content.

Give Us a Call Today!

Do you want to revamp your current marketing strategy to survive and thrive during COVID-19? Are you searching for ways to improve the scalability of your business? If so, then you’ve come to the right place. Give us a call today at (214) 295-5845 or click here to Get a Free Quote to speak to a member today.

Not big on reading? That’s okay. Watch “How to Make Your Business Survive (and Thrive) in a Pandemicinstead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!

email_campaign_blog

Automated Email Campaigns for ECommerce Marketing

Expert Tips For Automated Email Campaigns for ECommerce Marketing

Of all the digital marketing channels you have available to you in 2020, email marketing for Ecommerce still delivers the best ROI. A study by VentureBeat reported that companies like yours can achieve up to a 300% ROI through email marketing, with the average company making $38 for every $1 invested into email marketing campaigns.

Automated emails are a great way to create branded messages to follow your leads and customers throughout your sales funnel. But how do you create automated emails that will increase customer engagement and drive more sales? 

As a digital marketing agency and email marketing experts, we’re here to tell you three of our favorite types of campaigns Ecommerce businesses like yours should be running to increase sales, nurture leads, and boost your brand.

  • Create an Automated Email Series for Shoppers Who Abandoned Their Carts

As an Ecommerce company, you know that most of your store’s shopping carts are abandoned. In fact, a recent study showed that 81.4% of online shopping carts are abandoned. But don’t worry, you can still capture this potential revenue through an automated email series that you send to shoppers who left their carts without buying.

In fact, it’s estimated that digital marketing efforts including email marketing for Ecommerce help online retailers regain 63% of initially lost sales.

We suggest that you send at least three automated emails to shoppers who abandoned their carts at 24 hours, 48 hours, and 72 hours after their cart abandonment. Your email messages might look something like this:

  • Email 1: Remind shoppers about the product they didn’t purchase.
  • Email 2: Gently refute objections that shoppers may have had about your non purchased product, such as ensuring its quality, affordability, need for the product, luxuriousness, etc.
  • Email 3: Provide an incentive for purchasing, such as a discount or a free gift. We recommend you A/B test both types of offers to see which option best converts shoppers to purchasers.

You don’t have to necessarily stop at 3 reminder emails. Depending on your product and the assets you have to support and promote – such as images, videos, testimonials, etc. – you could send even more valuable automated emails to capture your abandoned cart revenue.

  • Create a Welcome Email Series to Your New Subscribers to Make Them Feel Like a Part of Your Tribe

When you successfully get customers or potential customers to opt-in to your email marketing list, you want to make sure they feel welcomed. To do this, we recommend Ecommerce companies create Welcome email series to thank subscribers for giving you their emails, introduce them to your brand, help them find more ways to connect to you and market your products to them.

Your Welcome email series might include a number of messages that:

  • Thank people for joining your email list and reinforce your brand and its presence to make them feel like they’re a part of something special. If you have lots of customers, this may mean you share that number in your email so that you reinforce your brand’s market penetration. If your Ecommerce company is just starting out, create branded messages that tell your subscribers they’re a part of something new and exciting.
  • Give email subscribers another way to connect with you and consume your content. Chances are if a person has chosen to give you their email address, they’re also willing to follow you on social media to receive more frequent brand messages too.
  • Introduce products to your subscribers and give them an incentive to purchase. Just make sure to A/B test your purchasing incentives so you can optimize your offers.

Whatever you decide to do, the most important tip we can give you regarding email marketing for Ecommerce is to accurately set expectations. In your brand’s voice, tell email readers you’ll be following up with them shortly about more relevant information they won’t want to leave sitting unopened in their inboxes.

  • Send Lead Nurturing Emails

Marketing 101 tells us to never leave a lead unattended. As an Ecommerce company, you need to nurture your leads to make their initial purchases and repeat purchases. And email marketing is a great way to do exactly that!

At our digital marketing agency, we help our clients create lead nurturing email series that:

  • Educate subscribers about our clients’ products and topics related to those products. And when you think about what type of content to write, remember, the sky’s the limit! If you sell backpacks, for example, don’t think all you can do is write about its product specifications. Write compelling content about why you need your backpack and what you can use it for, such as storing your laptop as you commute to work and back, going hiking, being the perfect personal item when traveling, etc.
  • Introduce subscribers to our clients’ brand and values. This may include sharing a branded video, introducing them to people at our clients’ company, or sharing information about corporate stewardship. For example, think about how the shoemaker, Tom’s, leverages their corporate stewardship of giving away one pair of shoes for every pair sold or allowing you to direct a portion of the proceeds from your purchase to your chosen cause, to build up its brand image.
  • Use storytelling to create memorable messages. Whether our emails follow a specific customer (real or fictional) or one of our client’s employees, we create messages that tell a brand and product story to connect with email subscribers.
  • Increase customer engagement based on website activity. Email automation allows us to better nurture leads by sending the most relevant content to them based on how they’ve interacted with our clients on their websites.

You Can Trust Us as Your Email Marketing Experts

As a digital marketing agency that helps several Ecommerce companies create compelling content for email subscribers, we’re a digital marketing company you can trust. Whether you want us to create the types of campaigns we listed above, or you need to engage new customers, make content for repeat customers, create email receipts that include an ask or a new way to connect with your brand, or reconnect with recently lost customers, we can help.

Simply call us today at (214) 295-5845.

Not big on reading? That’s okay. Watch “Automated Email Campaigns for ECommerce Marketing” instead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!

bounce_rate_blog

How to Reduce Your Website Bounce Rate

Expert Tips For How to Reduce Your Website Bounce Rate

If you look at Google Analytics, you can see the number of pages your website visitors have viewed after visiting a specific page on your website. The percentage of website visitors who viewed only a single page then left your website for good, make up your bounce rate

On the Internet, we should expect some percentage of our website visitors to bounce. After all, sometimes people click on a link thinking it’s one thing, but it’s actually not what they wanted. But if you have a high bounce rate, such as a bounce rate over 70%, you really need to think about the digital marketing efforts you’ve deployed to drive viewers to your website, and the content you create for them to find.

High bounce rates are one of the reasons our agency works with so many clients on website optimization and refocusing digital marketing efforts. Companies like yours want to drive quality leads to their websites and increase their conversion rates. However, for one reason or another, they’re driving traffic to their website that bounces. 
If you have a high bounce rate, here are some website optimization tips to reduce your bounce rate and boost your conversion rate.

Reduce Your Bounce Rate By Keeping Your Digital Marketing Campaigns Targeted

Digital marketing campaigns can drive a lot of leads. But sometimes, overzealous digital marketing means you drive too many low-quality leads.

Think about this example. Let’s say you make work boots to be used on construction sites, in factories, and in other rugged, outdoor job sites. You have a product line that has extra lining and is perfect for outdoor workers who live where temperatures drop dramatically in the fall and winter. As you’re creating your Google Ads campaign for this shoe line, you may think about including the keyword “Boots for Fall.” But doing so would be too broad of a term, especially considering that boots are very fashionable in the fall season and you could inadvertently drive people to your website looking for boots to complement their outfits, not outfit them for their cold field environment. Instead, you need to include targeted terms like “rugged,” “outdoor,” “job site,” and “construction” to better drive high-quality leads to your website who are less likely to bounce and more likely to boost your conversion rate.

SEO Web Content Can Help You Reduce Your Bounce Rate

SEO – which stands for search engine optimization – is extremely important in driving organic traffic to your website. If you aren’t incorporating relevant keywords tied to your company, products, and brand in your web content – including your websites and blog posts – you aren’t going to get discovered by the people who are really interested in what you have to offer.

Reduce Your Bounce Rate
One of the most important things you can do during website optimization is to update your web content for SEO purposes. To do so, you can:

  • Rely on your most popular Google Ad keywords and incorporate them into your web copy.
  • Use Google’s Keyword Planner to find new relevant keywords to incorporate into your content.
  • Leverage a third-party paid solution for keywords discovering and planning in your website content.

Does this sound like too much work for you to handle in-house? Don’t worry! As a digital marketing agency, we perform SEO website optimization and both find the best keywords for your websites and blogs and create that content, too.

A/B Test Your Web Content to Reduce Your Bounce Rate

As a digital marketing agency, we can’t stress enough just how important it is to A/B test your website. This sort of testing helps you identify the best combination of text and images that work for your website’s design. No matter how creative or on-target you think a new update might be, you don’t know how it’ll perform until it’s up and live.

But if you wipe the slate clean by pushing out new content and abandoning your old content, you run the risk that your new content won’t resonate, and will cause your bounce rate to jump even higher!

Instead, we always recommend you make incremental website changes and A/B test them to see whether the old, or new, performs the best. When it comes to website optimization to reduce your bounce rate, performance isn’t necessarily a conversion but is actually a decreased bounce rate when a viewer lands on that page.

Improve Your Websites Speed to Reduce Your Bounce Rate

Today’s Internet users are impatient. Did you know that 53% of mobile website users will bounce if it takes more than three seconds for your website to load? Google knows this too (it’s their statistic) which is why website loading speed is factored into their search algorithm that ranks search results. So, by increasing your website’s load rate, you’re killing two birds with one stone – you’re appeasing impatient mobile searchers and improving your search engine rankings. 

The Google Page Speed tool helps you optimize all your landing pages for high-speed loading. Following best practices for image optimization and caching can help shed time off your website’s loading speed, too.

Use Social Proof to Reduce Your Bounce Rate

If a new website visitor has never heard of you before, they may be skeptical about your product or brand. Sure, you say it’s great, but what do other people have to say about it?

This is why social proof – such as testimonials and badges from organizations you’re a member of or awards you’ve won – is so important. In fact, research shows that 84% of today’s savvy Internet users trust the recommendation of an online stranger just as much as they trust a recommendation from a friend or family member. That’s how important it is to include social proof on your landing pages.

We Can Help You With Website Optimization

Whether you’ve tried optimizing your website to reduce your bounce rate and increase your conversion rate and are spinning your wheels, or you don’t have the internal resources to take on this project yourself, we’re here to help. As a digital marketing agency, we know how to create compelling web content that will keep visitors on your website and trigger them to convert. To start a conversation with us about your company’s needs, call us today at (214) 295-5845.

Not big on reading? That’s okay. Watch “How to Reduce Your Website Bounce Rate” instead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!

email_marketing_blog

5 Types of Automated Email Campaigns

Expert Tips For 5 Types of Automated Email Campaigns

Email marketing for small businesses is so important. With email marketing, you have the opportunity to have your own personalized, branded messaging delivered straight to your customers’ and leads’ inboxes to quickly remind them of your brand.

As a Dallas email marketing agency, we’ve helped several small businesses just like yours create email campaigns and automated email messages. Here is our list of the top 5 automated email campaigns that every small business needs to be running.

  • Welcome Emails to New Customers and Leads

When a customer or lead gives you their email address, you need to thank them by sending them an automated welcome email. This email marketing best practice allows you to introduce your new lead or customer to your brand, provide links to valuable information such as your customer support contact information and social media profiles, and more.

Welcome emails make your new leads and customers feel like they’re a part of your brand and help them understand your brand messaging even better. And if you carefully curate sharable content and your welcome emails include a discount code to share with friends, these types of emails are a fantastic opportunity to give an enthusiastic new customer something to talk about on their social media profiles.

  • Onboarding Emails to New Subscribers

For some small businesses, their sales funnel is either long or never-ending. This is the case for companies that offer a free trial (for any length of time, thus delaying a purchase), or offer a subscription-based product or service that is renewed on a monthly, quarterly, semi-annual, or annual basis.

An onboarding email goes beyond a welcome email because it provides specific information related to the trial or subscription for which the customer or lead has signed up.

Content to include in your onboarding emails include:

  • Links to videos and web articles explaining how to use your product or service.
  • Any relevant scheduling information or upcoming milestones associated with your lead or customer’s trial or subscription.
  • Customer service contact information.
  • Case studies or other customer support materials
  • White papers, which are often a must for B2B small businesses.
  • Follow Up Emails Based on Opens and Clicks of Previous Email Messages and Website Activity

One of the most effective ways you can use automated emails is to set up email campaigns based on how a specific lead or customer has interacted with the content with which you’ve already presented to him or her.

Called email marketing automation or drip campaigns, these email campaigns send carefully curated content to your customers and leads based on:

  • Your previously sent emails that they’ve actually opened.
  • Any links in marketing emails that they’ve clicked, such as a link to a YouTube video or a product page.
  • Pages on your website that he or she has visited.
  • Products or services that your lead or customer has already purchased from you (drip email campaigns are a great way to suggest complementary products).
  • And more.

Creating email marketing automation campaigns is a highly-technical process. If you’re interested in rolling out drip campaigns, you need a Dallas email marketing agency like ours to help you with your efforts.

  • Emails to Customers Who Abandoned Their Shopping Carts

An important best practice for email marketing for small businesses is to follow up with leads and customers who abandoned their shopping carts without making a purchase. Never assume that just because a shopping cart was abandoned, that a lead or customer isn’t still interested in what you have to offer.

Shopping carts are abandoned for a variety of reasons that have nothing to do with product disinterest, including customers:

  • Realizing they need to hold off on a purchase until a future date, such as after their next pay day.
  • Quickly closing browsers as they realize they are running late to their next meeting, school pickup, or other activity.
  • Not having immediate access to a credit card or debit card to make a payment in your online store.

As you can see, in all of the above listed examples, customers are still interested in your product, but they have encountered a barrier to purchasing, thus resulting in an abandoned cart. By sending automated messages to this group of customers, you can trigger their memories about your product – and why they want it so much – so they can purchase it at a time that’s more convenient for them. 

  • Special Event Emails

People love hearing about special events, and with all the Coronavirus shutdowns in 2020, there’s never been a better time for you to schedule a series of virtual events for your customers and leads.
As a small business, your special events don’t need to be huge productions. Your special events email marketing campaigns can announce:

  • Your Facebook Live schedule for the next week.
  • A flash sale, complete with a coupon code to redeem the discount. This is especially effective if you combine your flash sale with a social media campaign or social media contest, which will gain even more exposure for your brand amongst people likely to purchase your products based on their relationship to and shared interests with your existing lead or customer. 
  • For B2B brands, a webinar hosted by your sales team, a happy customer, or an industry partner.
  • In-person, socially distanced events that your customers can attend (many people are craving personal interactions during this pandemic). Just make sure to list any state or local restrictions that may apply to your event attendees.

We Can Help You with Your Small Business Email Marketing Needs

As a local email marketing agency, we’ve helped several small businesses just like yours implement highly successful versions of these types of email marketing campaigns. With our internal designers, email marketing experts, and wordsmiths, we can help you create email marketing messages that will resonate wherever your lead or customer is currently located in your sales funnel.

For help with creating these types of small business email marketing campaigns, contact our email marketing agency today. We can be reached at (214) 295-5845.

Not big on reading? That’s okay. Watch “ECommerce Marketing in 2020” instead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!

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ECommerce Marketing in 2020

Expert Tips For How to Improve ECommerce Marketing in 2020

It’s 2020, and the future is here (as well as Coronavirus). While you may have created your Ecommerce website by yourself with Shopify or another out-of-the-box web design tool, you simply can’t go without an Ecommerce marketing agency in our ever-changing online environment. Marketing is part art, part science, and when it comes to marketing your Ecommerce site, it requires a lot of technical knowledge about search engines.

Marketing in 2020 also requires you to be especially aware of the unique opportunities created for online retailers in the wake of the Coronavirus pandemic.

As an Ecommerce marketing agency and Ecommerce marketing experts, we’ve put together this blog post to share our best tips for marketing your website.

Always Run PPC Ads

PPC ads (pay-per-click ads) are a great way to drive traffic to your online retail website. While the most common PPC ads are on Google and YouTube, you can also run campaigns on Bing or on social media platforms like Facebook and Instagram and even on mobile devices.

In general, here are a few different types of PPC ads that you can choose from:

  • Paid search ads, which is when you bid on keywords. When someone searches those keywords and you win a bid, your ad is displayed on the search results page.
  • Display ads, which are shown on websites related to the keywords you have bid on, or are part of a remarketing campaign.
  • Product Listing ads, such as Google Shopping ads or Bing Shopping ads, which are perfect for eCommerce sites like yours.

Choosing all the settings for these ads, however, is an extremely technical task. In fact, there are people who spend their entire careers focused on search engine marketing! Trust us, you want to be working with an ecommerce marketing agency like ours for all your PPC ads to achieve the best ROI.

Your Website Must Be Search Engine Optimized (SEO) or It Won’t Be Discovered

In addition to paid traffic, you want your website to be found organically. But your site will never rank on Google if you aren’t deploying the most current SEO trends.

SEO is an entire sector of marketing that is entirely focused on getting web pages to rank highly on search engines like Google. Current things that help web pages rank include:

  • Using quality keywords throughout your webpage copy.
  • Optimizing web elements like title tags, image descriptions, and meta tags.
  • Creating a content marketing campaign that incorporates popular search terms related to your brand or product, such as a blog campaign.

Whether you need our help with web copy, content marketing, or something else, our Ecommerce marketing agency can fulfill all your SEO needs.

Make Sure You Have Social Proof Including Positive Reviews

It used to be that if you wanted to find a new product or service, you’d ask your friends and family. In 2020, that’s all changed. 

New research shows that in 2020, 84% of people trust online reviews from complete strangers just as much as they trust the recommendations of their actual friends and family whom they know in real life. This news is great if you’ve got a 5-star rating on your Google My Business page. This is not-so-great news if your Google My Business is only filled with complaints, or perhaps even worse, has no feedback at all.

In E-commerce marketing, reviews fall under the umbrella of social proof. Social proof encompasses a wide variety of feedback from real users of your products or services that other online retail shoppers use to make a purchasing decision.

The type of social proof that your customers may consider include:

  • Reviews and ratings posted on your website, social media sites, and your Google My Business page.
  • Professional organizations that your business is a member of that you display on your website.
  • Awards you’ve won and mention on your website
  • Big press hits in major publications and websites that you showcase on your website, such as “As Seen in INC.”
  • Recommendations from social media Influencers who are relevant to your brand.

As an Ecommerce marketing agency, we can help you put together a plan to gather more social proof. Our work together may include:

  • Creating an incentive program for customers to leave an honest review of your product or service, and automating the request of these reviews.
  • Submitting your company, products, and services for industry-recognized or consumer awards.
  • Running a public relations campaign to increase media coverage of your Ecommerce website.
  • Working with social media Influencers, such as on Instagram, to give your brand a lift.

Ecommerce Marketing in the Age of Coronavirus

With more people working from home and taking breaks to surf the Internet, or helping their kids do school virtually, there’s never been a better time than now to be running Ecommerce marketing campaigns.

Internet traffic is up in 2020, which means that despite the challenges the economy has undergone this year, the Internet is still ripe with people who may be casually browsing online, but whom you can also quickly convert into customers when you present them with compelling content, messages, and social proof.

As an Ecommerce marketing agency, we’ve been diligently studying pandemic Ecommerce marketing. We know insider tips and tricks to help convert casual browsers who may be taking a break in between Zoom calls into paying customers.

Trust us, you don’t want to let 2020’s unique Ecommerce marketing opportunities pass you by.

Call Our Ecommerce Marketing Experts for Help with Your Campaigns

If you’re not yet working with an Ecommerce marketing agency, you need to be. 2020 is the most technically advanced year we’ve ever experienced, as well as a high Internet traffic year due to COVID-19 shutdowns. You don’t want to trust your Ecommerce marketing efforts to just anyone, and you definitely don’t want to go it alone without the help of Ecommerce marketing experts like us.

To start and implement an Ecommerce marketing strategy, call our agency to begin a discussion on your website’s unique needs. We can be reached at (214) 295-5845.

Not big on reading? That’s okay. Watch “ECommerce Marketing in 2020” instead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!