Brawn Media Blog

Increase Brand Awareness with Display Advertising

Brawn Media // Thursday, May 25, 2017

Increasing brand awareness is an important strategy for building your business, but how do you reach potential customers? One way to raise awareness is through a display advertising campaign. Display campaigns allow businesses to reach new people as they browse the internet or use mobile sites and apps.

 

Though many channels provide the opportunity to increase brand awareness, display allows businesses to target people who are more likely to be potential customers. In a display campaign, a business can reach new people through:

 

●Contextual Targeting: This allows businesses to target relevant keywords and topics that potential customers may be searching or reading about online. For example, a mattress store may target people who have been searching for mattress sales or reading about bedroom furniture designs.

 

●Placement Targeting: Through placement targeting, businesses can select a specific website to run on. For example, a local business may want their ad to appear on a local news site. They can also select multiple websites for their ad to run on!

 

●Affinity Targeting: This enables businesses to reach people based on their interests. For example, a toy retailer may see strong results by targeting the “Family-Focused” affinity audience.

 

●In-Market Targeting: By utilizing in-market targeting, businesses can reach people who have demonstrated online web behavior indicating that they are in-market for a particular item or service. For example, a car dealership would likely be interested in reaching users in-market for a particular brand or type of vehicle.

 

●Demographic Targeting: Through demographic targeting, businesses can reach people of a specific gender, age range or parental status that may be more relevant to their company. For example, a children’s clothing store may be interested in exclusively targeting parents.

 

●Remarketing: Remarketing allows businesses to reach people who have previously visited their sites. This method helps businesses serve ads to people who have already shown an interest in their product or services. Remarketing campaigns keep a business top of mind for when a person is ready to make a purchase or receive a service.

 

Another advantage of a display campaign is that display advertisements can use a strong call-to-action and encourage a potential customer to do something. For example, an advertisement can encourage a person to download an app or visit a website. People can be driven to a relevant link such as a landing page with a contact form encouraging them to request more information regarding your product or services.

 

All of these targeting methods enable businesses to increase the brand awareness of relevant audiences. By reaching these relevant people, businesses can get new customers to purchase their product or take advantage of their service.
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Coming Soon: Google Job Search

Brawn Media // Monday, May 22, 2017

The internet giant has focused their attention on a crucial area of our lives: searching for a job. Google has set its sights on matching candidates with the best available job, putting the right job in front of the right candidate at the optimum time. With platforms such as Indeed, Monster and now Facebook it’s only logical that Google is working to make job searches even easier.

 

With the new search function well underway, Google for Jobs collects and organizes job postings from across the internet, making it easier for searchers to find the right job for them. Since Google will be collecting data from across the internet, Google for Jobs will hold a variety of results for users to browse. Google for Jobs will also give the searcher the ability to refine the results based on wage level, industry, category, and location, part-time or full-time positions. The ability to search by public transportation accessibility will also be a possibility.

 

At Google’s developer conference I/O earlier in the month of May Google CEO Sundar Pichai gave an inside look at Google for Jobs while stating “46% of U.S. employers say they face talent shortages and have issues filling open job positions.”

 

To further advance the job results, Google takes into consideration words, or terms, that are used for job searches. For example, a search for “assistant” could mean “assistant manager”, “project assistant” or “administrative assistant”, depending on how the employer writes the description. Google will be able to categorize and list these together when someone searches for “assistant” jobs.

 

So what does this mean for businesses? In the coming weeks, as US searchers begin their queries, matching jobs will be provided to the user. Meaning, if you have jobs listed on platforms such as Facebook, LinkedIn, Glassdoor or Careerbuilder, searchers will have an easier time finding the listing and your company. Once they’ve found a position of interest, they will be able to apply with Google for Jobs’ clear call to action “Apply”; the user will then be directed to complete the application process.

 

We’re excited about Google’s latest search feature and can’t wait to see it in action! If you’re not listing job openings online, you need to. To hear how we do it, and what we can do for you, contact us today!

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Understanding Inbound Marketing in a Sea of Marketing Trends

Brawn Media // Friday, May 19, 2017

Creating valuable content not only increases your value with search engines, but, it will also help your business attract the attention of consumers. Which, as we know, is a key step in gaining new clients. Attracting their attention is imperative, it creates the first thought in their mind which then moves them into the buying stage. Most often, the content being viewed is helpful and relevant, not disruptive.  ..

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Why Are Landing Pages So Important for PPC

Brawn Media // Thursday, May 11, 2017

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The Importance of Optimizing Blog Content for Your Business

Brawn Media // Wednesday, May 03, 2017

 
You already know how important SEO is for your business, but did you know that your company blog plays an integral role, as well?

 

Why Should I Have a Blog for my Business?

 

Having a blog for your business may seem silly to some, but it actually carries several benefits. There are several things you can do with your blog, such as:
- Share news related to your company and/or industry
- Highlight products, features, and services of your business
- Become an "authoritative voice" in your industry

 

The last of these points may be the most important. There are numerous blogs out there, and if you want yours to stand out, you need to draw people back to your blog time and time again. The goal is for people to seek out your content when they are looking for information on a certain topic. When they are doing this, you can rest assured that you've succeeded in becoming an authoritative voice in your field.

 

How Do I Become An Authoritative Voice?

 

Glad you asked! Becoming an authoritative voice may seem like an impossible task, but all it really takes is a little bit of patience and dedication. To become an authoritative voice, you'll need to:

 

Post Frequently: Don't go overboard, but keep your voice active. We recommend never going a month without a blog post. If you have enough material to publish weekly, that's even better!

 

Don't Be Afraid to Get Personal: You don't need to get into personal matters, but showing a little bit of personality is the key. You want your blog to engage readers as if you were having a conversation with them.

 

Be Consistent: Stick to your brand. It's important that your content has the same tone and language between posts.

 

How to Incorporate Social Media

 

Once you have your blog content, it's important to include it into your social media strategy. The easiest way to start this process is by simply sharing your posts on your social media accounts. From here, there are a number of options which can help you build your authoritative voice and boost sales, including:
- Interacting with other users in your industry
- Posting about and sharing content that relates to your industry
- Advertising your blog on your Facebook page

 

Ready to get started? We're here to help!
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5 Tips for Your Website’s SEO

Brawn Media // Wednesday, April 19, 2017

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What's the Frequency, Kenneth?

Brawn Media // Wednesday, April 12, 2017

That’s the title of a song from R.E.M. from 1994 when radio was truly at its peak. Before all of the corporate mergers started to reduce the medium to a pick your demo, we’ve got a format for that. The early 90’s introduced the world to the Seattle grunge sound, club music, and hair bands. As an advertising medium, it still reigned as a powerful force in the marketplace.

 

Remember, this was before the Internet, satellite radio, iTunes, Spotify and Apple Music. The only place you could listen was in the car or at home. Advertisers had a captive audience nearly 24 hours a day and stations used their creativity to promote clients through events, remotes, contests and sponsorships to the station’s P1, otherwise known as true fans.

 

Technology has changed all that. Or has it really? Radio is still one of the most powerful forms of mass media there is. In fact, according to a June 2016 poll from Statista, adults between the ages of 35-64 listen to the radio over 1000 minutes each week. However, it is not just Gen Y and Baby Boomers. In February 2014 Nielsen estimated that about 65.2 million adults 18-34 listen to broadcast radio every week, most likely on their commute.

 

There’s no doubt that the launching of services such as Pandora and Spotify have had some impact on advertising revenue at terrestrial radio stations. However, most if not all, have at least a web presence with streaming so they can capture their fans as well as monetize the digital component.

 

Radio still has a tremendous amount of value for advertisers and listeners. So tune in and listen up!
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Keep It Classic With Print Advertising

Brawn Media // Monday, April 03, 2017

As technology changes the landscape of advertising, it creates a new challenge when trying to decide how to best reach consumers. While there are now many mediums of advertising; newspaper still remains relevant and has many benefits. Newspaper is one of the most common, and traditional, print media formats used for advertising. These print advertisements provide benefits of a static message with a blend of copy and images—all for a moderate cost. ..
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The Sweet Relationship Between Television and Digital

Brawn Media // Tuesday, March 21, 2017

With digital marketing being all the rage, advertisers often feel the immediate need to pull money out of their traditional advertising avenues and disperse it through all digital mediums. However, researchers would argue that doing so is not always wise!

 

Television has a unique way of reaching consumers. It utilizes motion, sound, and imagery to stimulate interest. The biggest advantage of television advertising is its reach. Considered a mass media, TV works incredibly well with pushing out your message, offer or unique selling proposition. Knowing this, advertisers utilize TV to promote a generic message as the ads are typically not made for a granular target (by geo, gender or race).

 

According to the New York Times, 96.7% of American households own television sets making it one of the largest advertising mediums available to advertisers. However, quantity doesn’t always outweigh quality.
In order to truly get the most BANG for your buck as you advertise your business, it is important you have a healthy media mix of traditional and digital advertising. Currently, successful advertisers utilize TV as their primary form of “push” advertising while using digital advertising as their primary means of “pull” advertising.
 
According to Marketing-Schools.org, push advertising tries to push products or services towards customers using big ads and attention-grabbing claims to put products into the minds of customers. Pull advertising, however, targets the right customer at the right time and pulls them towards a product or service.

 

Having synergy between your marketing efforts is crucial to your success as well as diversifying your marketing mediums. Let television promote your message and digital capture your customers.

 

To hear how we make this strategy a reality, contact us today!

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Reputation Matters, Inaccurate Online Listings Can Hurt Businesses

Brawn Media // Wednesday, March 01, 2017

We’ve been hearing about fake news a lot lately, but, what about fake business listings? These can be almost, if not more so, dangerous than fake news for a business. Current customers and potential alike can encounter a fake business listing and think you’ve moved, or worse-think you’ve closed. Do you have something in place to fix these issues so you aren’t worrying?

 

This is precisely what happened to Finnbar’s Pub in Troy. A fake Facebook page was made that said they were closed. The owners were not aware until they received quite a few phone calls asking if they were open. After searching Facebook, Megan Costello found a fake listing that said: “permanently closed”. There’s no way to tell exactly how much business they lost due to this. Weeks later, she and her husband were able to have the fake listing removed. This is a prime example of how inaccurate online listings can be detrimental to businesses and why they need to monitor their online footprint.

 

Smartphones have fundamentally changed the way customers interact with local businesses. Since 2011, “near me” searches have increased by 34x! You know that your business relies on customers, current and new, in order to survive. Inconsistent or inaccurate online listings results in low confidence, which decreases search ranking and risks lost business. We’re not the only ones who know how important monitoring is for you and your business. The Better Business Bureau thinks so too. Melanie McGovern, Communications Director for the Better Business Bureau of Upstate New York, recently had this to say "We always tell our accredited businesses if they have a Facebook page, if they have a Twitter profile, if they have anything on social media, you have to monitor it.”

 

Monitoring the online footprint of a business can be daunting if you’re trying to tackle it on your own, after all, you do have a business to run! Our online reputation management tool – BrawnGuard – is here to help! In addition to making sure your business’ NAP info is correct online, BrawnGuard has the ability to add photos, links, enticing call-to-actions, offers and longer business descriptions. All of this is done so that your business stands out above the rest. BrawnGuard not only corrects listing information where it exists but also creates a new enhanced listing for your business on over 70 online directories. Think of this as 70 small ads in newspaper business directory pages! The difference is these ads run 24 hours a day, 7 days a week, 365 days a year and can show up when someone searches specifically for your product or service!

 

And that’s not all….in addition to correcting online listings, BrawnGuard has a strong Duplicate Suppression Tool that allows you to get rid of any duplicate listings that may exist for your business. Online review monitoring is yet another feature of the product. You will be notified within 24 hours of new reviews from major review sites such as Google, Facebook, Yelp, CitySearch and more, so you can be aware of what consumers are saying about your business and respond to those reviews in a timely fashion.

 

Even if you’re well versed in the online world, this is a lot to take in; BrawnGuard is the solution to your online footprint problem. Let us do the work so you’re able to focus on the bigger picture-your business flourishing!

 

To learn more and hear how we do it, contact us today
 
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