A Picture is Worth a Thousand Words… And Actually Much More.

Posted on April 27th, 2015

photo_videoConnect, inspire and engage. These are three great marketing terms, and are most impactful when accomplished together. Over the past several years, the methods of connecting, inspiring and engaging have evolved in dramatic ways. While visual communication is older than the hills, the effectiveness of it may be greater today than perhaps at any point in time.

Text has long been the popular means of conveying a message. However, technology has taken photography and video to incredible levels. Humans process images hundreds of thousands of times faster than text, leaving us at the intersection of technology and availability that allows visuals to produce profound results.

Digital technology has created a population rich in photographers and videographers, evidenced by sites like Pinterest and YouTube… which just celebrated its tenth birthday and lays claim to more than four billion video views per day. While both the volume and consumption of video and photography continues to explode, so does the opportunity to connect visually with an audience in the most impactful way: emotionally.

Here are five considerations for incorporating photos and videos into your marketing strategy:

  1. If you take only one thing away from this blog, let it be this: take the time to find exactly the right visual that captures the emotion and essence of your message.
  2. Consider complementing the visual with relevant text.
  3. When using video, keeping the length under one minute dramatically increases retention and engagement.
  4. Use only high-quality images. Unprofessional, low-quality images distract more than connect.
  5. Recognizing the value of great imagery, prioritize the treatment and placement within a website or article to showcase the photo.

Need help? There are websites, apps and resources available at every turn offering stock photography and suites of creative services that can turn an ordinary campaign into extraordinary success. Given articles and posts that include images and video far outperform those without, now is the time to incorporate photos and videos into your communication efforts.

A picture truly is worth a thousand words and, positioned correctly within your marketing efforts, can be worth a great deal more.

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Creating Ads That Get Noticed

Posted on April 20th, 2015

It’s always interesting when ad materials come across my desk, or arrive in my inbox. Some are awesome, some are great, but more than a few are just ok or leave one thinking why spend the money to place the ad, but little or nothing on the creative. Here are a few tips to consider when working on the creative and messaging for your next advertisement.

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Have your target audience in mind. The most successful ads connect with an audience in a ‘voice’ they can understand. Customers should automatically understand that your offer directly relates to them.

 

Have a focal point. When looking at your ad, is your eye drawn somewhere or do you search for what you are supposed to read. Clean, clear design will help your ad stand out.

Have a clear message. Try to communicate to your audience a clear idea of what it is that you offer in a single sentence. If the reader only reads one thing on the page, make sure it is your headline. Short phrases are easier to digest than complicated ones.

Avoid clutter.  Oftentimes less is more. Every square millimeter of space does not need to be filled with content. White space is a good thing!

Use a call to action.  It’s good practice in an ad to inform an audience on what to do next. Simple and successful phrases asking to call for more information, visit a website, register now, etc. can help drive traffic to site or store.

Present a benefit. You will be a leg up on the competition if you can quantify to your audience how they will benefit from your product or service.

Make it easy to connect.  Including websites, phone numbers and social media accounts assure that when they are ready, customers can find you.

Incorporate these tips into your next creative meeting and you will be on your way to maximizing your ad performance. Good luck!

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3 Tips For Creating Searchable Website Content

Posted on April 13th, 2015

Content. Content. Content. SEO. SEO. SEO. Do you feel like you’re spending every waking hour creating relevant website content only to find it in the “dark”? Or equivalent, the second page of Google’s search engine results. copywriting_tips_prime

Although Google’s algorithms are a secret kept in the same vault as Wonka’s chocolate recipe and website owners are left to some guesswork, we’re here to help. Bring your content to light with our three best practices for creating website content that not only engages your clients, but makes the search engines happy, too.

#1 Creative Keyword Research: Are you using search terms that are relevant to the products and services of your core business? Lets take it a step deeper. Are you using search terms that are relevant to the products and services of your business, have regular search engine inquires, and are in a manageable realm of competitiveness? These are critically important questions to ask yourself when deciding which keywords and phrases you plan to focus on in your content. Answer all three questions for each focus keyword and you’re well on your way to SEO excellence!

Need help researching potential keywords for your business?

Google AdWords Keyword Planner is a great tool to conduct your research and to better understand the ranking potential of each.

#2 Engaging & Beneficial Website Content: Regular search-optimized blog posts engaging your customers will drive traffic to your site. Clear and concise copy will retain and extend their visit. Both website traffic and amount of time visitors spend on your page are factors to your search engine rankings. When Google sees someone visit a site and stay a while, it tells them the content was beneficial. When a visitor quickly leaves (or bounces) it tells Google the visitor did not find what they were looking for or the content wasn’t beneficial. So the next time you rush through your blog post, toss a few words on the screen and share it, take a moment to step into the shoes of a potential visitor and ask yourself, how does this content benefit them?

Having a hard time keeping up with your blog? Create an editorial calendar to map out your blog post timeline and content ideas. If you have a strategy and tactics in place, and the discipline to regularly execute them, success can be achieved.

#3 Strategic Keyword Placement: So, we have our keywords and our content. Now how do we properly combine the two? Most importantly, keyword stuffing is a thing of the past, a misguided tactic to improve SEO and shows poor content strategy. Search engines like Google are smart, very smart. They can decipher relevant content by connecting related keywords and phrases. Furthermore, repetitive language doesn’t read well and will leave the reader confused. A confused reader is not likely to venture onto the next page, or stay on your site long (which we now know isn’t good for our SEO). Therefore, be tactical with your keywords. Each page should have minimal focus keywords utilized in titles, headings, and naturally woven into the text. Following these guidelines will help you produce great content and a higher organic rank.

Remember: The end goal for Google and other search engines is to return results that are relevant, useful and reliable. Create optimized, engaging, clear and concise content and you’re one step closer to understanding the Google Algorithm (we can’t help you with Wonka’s secret recipe).

Questions about writing for web? Leave your comments below.

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Are You Ready for Google’s “Mobile Friendly” Algorithm Update on April 21st?

Posted on April 7th, 2015

pad_googlealgorithmHaving a mobile or fully responsive website has never been more important

How easy do we make it for others to do business with us? This is a question that every business should consider. Google has presumably asked themselves this same question recently, as they are preparing to address how they serve their mobile audience.

Google has reported extreme growth in mobile users on their search engine and expect mobile to surpass desktop searches this year. Considering this, Google aims to give the mobile visitor the best experience by recommending sites that are mobile friendly. Gone are the days of sites that require you to “pinch in zoom” and welcomed are sites that are either fully responsive or mobile friendly.

How Will This Affect Google Rankings?

Taken right from Google’s announcement, “This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.” This is a very bold statement and is considered the most important and highest impact algorithm update yet from Google. The leader in the search industry clearly feels strongly about delivering not only the most relevant, but also the highest quality results that are optimized for a given device.

Google does not share all the details of this update, so businesses will not know the full impact until after the April 21st update. Speculation is that non-mobile friendly websites will not be punished or discounted like those that take part in black hat techniques, but rather sites that are mobile friendly will be heavily rewarded. This is one of the first times that Google has said, “You need to do this!” Search Engine Optimizers all over the world would wish Google was always this direct.

One requirement from Google is that all indexed pages on a website be mobile friendly, not just the home page. This means that creating a simple one page mobile landing page will not suffice. Google indexes several pages on a given site and they will all need to be mobile friendly.

What Should You Do About It?

The first step is to consult with whomever built your website. There will be multiple options for you ranging from creating a mobile version of your site to a complete rebuild to make it 100% responsive.

Inquiries from clients are on the rise regarding this Google algorithm update, and the solutions vary from client to client based on several factors. If you have any questions regarding your website and its mobile friendliness, start to explore your options. After all, you’ve worked hard to establish your visibility and Google ranking. Are you prepared to keep it?

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Wishing you a Happy Easter!

Posted on April 3rd, 2015

Happy Easter from all of your Friends at Prime Advertising.
Enjoy the weekend with loved ones.

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