Absolutely. It honestly doesn’t matter what business or nonprofit you’re in, everyone NEEDS a website. Your website is the only piece of digital real estate that you have full control over. Your GMB, and social media pages are open real estate for followers to post, review, etc., outside of your control. Your website allows you to tell your audience what you want them to know, think, and feel about you. Think back on the last time you went to purchase something or find a new restaurant. You very likely Googled it, then compared options by going to their websites. Your target audience is doing the same thing with you and your competitors so if you have no website, you’re missing out on potential customers/clients/donors.
Google My Business is kind of like online yellow pages. If you search for just about anything, you’ll find a “pack” of results with click actions to call, get directions or go to the website. These are accompanied by reviews and if you go to a business’ claimed GMB listing you’ll see posts, listed services, photos etc. Your GMB has to be created, claimed and maintained in order to drive visibility so that potential customers/clients/donors can find you. Google typically shows a 3 pack of the top ranking search results whenever you do a non-branded search (a search in which you are looking for something, not someone). GMB is therefore critical to capturing new people and growing your business.
Search Engine Optimization improves not only the quantity of traffic but the quality of the users who visit your site. SEO is insanely complicated and becoming more so thanks to AI and constantly updating algorithms. SEO is typically divided into 2 categories – on-page SEO and off-page SEO. On-page SEO refers to everything on your actual website (keywords, useability scores, backlinks, updates, speed etc), whereas off-page SEO refers to everything else(GMB, 3rd party site ranking, social media etc). Both of these categories need to be carefully managed and maintained in order for you to be visible, especially if you’re in a highly competitive category.
Absolutely. What makes digital media stand apart from traditional media is the degree to which we can identify and target the people most likely to purchase your product or donate to your cause. The scary reality is, Google and Facebook know more about you than you realize. The beauty in this is that you are rarely served an ad that doesn’t pique your interest. We use this to our advantage. But remember – your campaign still needs to be memorable and impactful in order to truly be effective.
Each platform has its own unique appeal and it honestly depends on who we are trying to reach and why. Some platforms skew younger (snapchat and Tik Tok, for instance). Users on each of these platforms expect different things, because they use these platforms for different reasons. You should always consider your brand, your audience, and your intended purpose before selecting a platform.
Digital advertising can be loosely divided into two categories – pay-per-click and impressions. Google products (Google AdWords, YouTube, Banners) charge the user based on clicks to the ads. This allows you to generate a massive pool of impressions you don’t even pay for. Facebook, by contrast, charges you based on impressions, regardless of clicks. Neither is better than the other – they are simply different in the way they monetize their platforms.
OTT or Over the Top refers to streaming boxes (Apple TV, Firestick, Roku) used to access streaming services. OTT advertising is essentially where digital meets traditional. Like traditional, ads disrupt programming, interrupting our favorite shows to share information. Just like digital, these ads are carefully targeted, and trackable.
That really depends on the sort of work you do. The honest answer is – not for everyone. It can, however, work REALLY well for some people. In order to evaluate efficacy we would need to know your target audience. Full-stack marketing is most effective for the majority of people – meaning we are layering both digital and traditional media in order to fully own the market.
We write branded content for websites, social media, ads (digital and traditional), collateral, newsletters, email marketing campaigns, donor management communications etc. We also do grant writing for a small selection of nonprofits.
Absolutely, but each potential client is carefully vetted and screened prior to taking on this work. Grant writing is not for everyone, and so we don’t recommend it for everyone. We are more than happy to have a more detailed conversation about this work during our free consultation.
A business consultant looks at the entire scope of your business and measures it against what you are trying to achieve. They then create goals and benchmarks so that you are able to become more effective, efficient and profitable.
First we have to address the difference between a good consultant and a bad consultant. Too often we’ve seen consultants who charge a lot of money to either read a book with you or point out all of your flaws, without actionable solutions. This is AWFUL! We believe effective consultants should have real-world experience and offer solutions and action plans that are manageable and realistic. These action plans should convert to a change in efficiency, effectiveness and profitability.
A brand bible is crucial to maintaining a cohesive branded image across all platforms. Most companies and nonprofits maintain partnerships in which their brand can be placed in the hands of someone who doesn’t really know who you are. A brand bible brings cohesion when someone who isn’t involved with you handles your brand. A good brand bible should clearly state who you are, why you exist and have instructions on how you describe yourself, and your tone. It can and should also include your style guide, rules for logo placement, and any other visual do’s and don’ts.
Your brand should be clear, consistent and cohesive. If you think of any really effective brand, you’ll likely know who they are based on the imagery used or the slogan/tag line. “Just do it” “Because you’re worth it” “It’s finger lickin good.” Branding reminds your target audience who you are. It connects them to you so they feel excited about purchasing from you or partnering with you.
Are you memorable, or do you constantly hear the words “wow, I had no clue you existed!” Effective branding not only establishes trust, but is incredibly memorable in a positive way. We can all think of commercials we hate, or brands we find repulsive for one reason or another. Effective brands have wide appeal, but very specific and targeted appeal to their desired audience.
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