4 Ways to Use Keywords to Build Your Brand

If you’re new to digital marketing and have been looking at ways to help build your company’s online presence, chances are you’ve come across the term SEO in your research. SEO stands for search engine optimization. Among other tactics, it’s how the use of certain words, or keywords, can help search engines find you and deliver your website in search returns to people who are seeking information.

build your brand

Think of your own online search behavior. What words do you type in the search bar when looking for a specific product or service? Keywords straddle the line between general industry information and narrower brand information.

Here are four places that you can use your keywords to optimize your search marketing, helping people to find your website organically as opposed to via web advertising.

Blog posts
According to eMarketer,
60 percent of marketers create at least one piece of content per day intended for promotion, SEO or other forms of digital and print marketing. If you don’t have one already, the time is now to create a blog to share your existing content.

Enrich each post with your target keywords. SEO best practices from the
Content Marketing Institute indicate that keywords should ideally appear two or three times in each post. However, readability should always be prioritized over keyword placements.

Social media posts
It’s not only long-form posts and lengthy content that provide an opportunity for keyword usage. If it fits naturally in your social media content, try using your keywords in a Facebook, Twitter or Instagram post. And, make sure that you have at least one keyword phrase in each account’s bio.

Photo captions
When you’re adding photos to your website, make sure you add a caption below the photo. Include keywords relevant to the photo, the page and your company.

YouTube captions
If you have a YouTube channel,
Search Engine Watch recommends writing long video descriptions that are keyword rich. Google owns YouTube, so they automatically prioritize YouTube videos in page ranking. Search engines rely heavily on text surrounding a video to understand its topic, and they rank it accordingly.

Contact Allegra today. We can play a key role in designing, executing and analyzing your digital marketing campaign so you can get the most mileage out of every word.

3 Ways to Build the Perfect List for Your Next Direct Mail Campaign

In today’s digital world, the physicality of direct mail can help amplify your marketing strategy to break through the clutter and drive action. In fact, according to the
Online Marketing Institute, direct mail yields the highest conversion rates for both B2B and B2C campaigns in terms of response rates.

direct mail campaign

When it comes to direct mail marketing, a campaign is only as good as the audience it reaches which comes down to the quality of the mailing list itself. Here are some key considerations for building a mailing list that drives leads, engagement and retention:

1. Analyze your existing data.
Successful marketers collect customer and prospect names, email and physical addresses via trade show registrations, social media responses, contest entry forms, white paper downloads, product warranty cards, e-newsletters subscriptions and other simple sign-up forms. Start building your organic mailing list by tapping into that information and tracking purchase behavior.

2. Rent a targeted mailing list.
Today’s small and mid-sized business marketer can easily and affordably leverage the power of highly-targeted data to reach a very specific audience. Using one of the premier list sources, there are 25,000 B2B buyer lists and more than 38,000 B2C lists, many highly targeted by demographic and lifestyle characteristics.

3. Harness the power of mailing list segmentation.
When it comes to customers, one list does not fit all. Segment your house list to enable your messaging to be more relevant and meaningful. With variable data printing capabilities from your print marketing provider, you can personalize text and images by individuals or groups to improve response rates.

Planning your next direct mail campaign?
Allegra can help you source a new list and manage your house data file. For one-stop convenience, we can also design, print and mail.

4 Benefits of Facebook Live that Can Enhance Your Digital Marketing Plan

Since its debut in January 2016, Facebook Live – the service that allows users to live-stream video directly from their mobile devices to their friends and page followers – has infiltrated every user’s timeline and changed the way the world views live news. In fact,
Facebook says that one in every five videos is a live broadcast.

digital marketing plan

It’s only natural that the benefits of this service would extend to brands and businesses. Now more than ever, brands of all sizes and with a wide range of social media budgets are taking advantage of Facebook Live’s unique ability to captivate audiences with timely content.

Let’s look at some of the marketing benefits of Facebook Live for businesses and organizations:

Provides unique content
Consumers are inundated with messaging at all hours of the day and night, so it’s more important than ever to stand out from the crowd with compelling content. A
Livestream report discovered that 81 percent of internet users said they watched more live streamed content in 2016 than the year prior. Bottom line? Your audience is already there, so use social media innovations to push new content.

Is cost-efficient
Smaller businesses and organizations may not have large budgets for social media marketing. Facebook Live is a great way to add quality video content without breaking the bank! With little more than your phone, you can create decent video. However, don’t let the low-budget appeal diminish content quality; you’re still looking to create something people want to watch. For under $50, you can purchase a tripod to stabilize your phone, a set of lapel microphones that will improve sound quality and a handheld light.

Connects to your audience
Facebook Live sessions can take place in many different formats. Some of the most effective ways to connect are with Q&A sessions, a behind-the-scenes look at your organization or service, or by giving an insider’s view of an event. You gain real-time analytics with likes, comments and reactions. Take advantage of this open channel of communication with your customers, and respond directly in the live feed! This personal connection is a great way to endear yourself to your audience and help them put a face and voice to your brand.

Take advantage of Facebook’s push to Live
Most compelling of all, Facebook is prioritizing and promoting live video. This means that when you go live, anyone who likes your Facebook page will see your video at the top of their feed. They may even receive a notification on their phones that you are live. Facebook’s large investment into its Live space helps to even the playing field for small companies, giving you Facebook’s enormous advertising power for free.

Need a hand conceptualizing Facebook Live into your business or organization’s digital marketing plan?
We can help!

Fall in Love with Promotional Products

Fall is the perfect time for small business marketers to make a bold move that leaves lasting impressions on current and potential customers ahead of the busy year-end holiday season.

promotional products

One of the most effective and cost-efficient ways to increase your brand’s awareness is with promotional products. According to a recent Advertising Specialty Institute (ASI)
study, the cost per impression of promotional product marketing is lower than that of television, magazine and newspaper advertising.

Take full advantage of the seasonable opportunities this autumn by adding these trending promotional products to your marketing mix:

Logoed Long-sleeved T-shirts
Data from ASI shows that 88 percent of consumers report remembering the advertiser who gave them a logoed shirt or hat. When you’re looking for an affordable and effective way to make a lasting impression this fall, tailor your branded apparel strategy to the change of season and temperatures experienced in many geographies. Long-sleeved shirts and fleece pullovers are warmly welcomed.

Travel Coffee Mugs
Whether it’s used for coffee, hot cocoa or tea, a quality hot beverage travel mug is a necessity for brisk autumn days. Not to mention, is there anything better sipping on a pumpkin spice latte in the fall? Both practical and reusable, logoed travel coffee mugs are a popular promotional gift or giveaway year-round and are sure to help keep your current and potential customers warm.

Branded Stadium Blankets
Fall marks the return of football season. An essential component to enjoying those Friday night lights? Staying warm. Boost your brand’s visibility by bundling up customers in a branded blanket to keep them cozy and reminded of you.

Need some inspiration for jazzing up your business’ promotional marketing mix this fall?
Allegra’s team of seasoned multi-channel marketing experts can assist you in choosing the perfect promotional items that are guaranteed to leave a positive lasting impression.