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Archive for February, 2018


Ethos General Contractors Improves Digital Presence

Monday, February 26th, 2018

ethos-general-contractorsEthos is a general contracting agency based out of Denver, Colorado. Founded on the belief that homeowners should not have to go searching for a quality contractor, Ethos has built their brand of local, reliable, high-quality service within their loyal customer base. It was this message that they wanted to share with a wider consumer base. So they came to FiG.

Understanding The Audience

With two primary locations in Denver and Fort Collins and contracting licenses that authorize them to work from Colorado Springs to Cheyenne, there is a large pool of potential clients to be reached with effective marketing techniques. The first step was to determine how we were going to reach these homeowners who need contracting services now or in the future – What platforms are they using? What information are they looking for?

Enhancing The Digital Presence

Ethos had solid building blocks making up their digital presence with an active blog and Facebook page, as well as a robust keyword profile. With an integrated strategy, we will be able to improve the performance across all channels, reaching the target audience.

Social Media

There are a variety of factors when it comes to home improvement that plays a role in deciding on a contractor – from the size of a project to the cause of the damage. By generating content that proves expertise in the industry and building an active social presence that facilitates consumer engagement, we can establish a relationship with current and potential clients. Increasing brand awareness in this way will keep the Ethos name top-of-mind for when a weather disaster strikes or a home improvement project comes up.

Blogging

The Ethos blog was already providing consistent, informative content. By taking over the blogging, we are able to target keywords to improve the rankings for a variety of search queries. Data-driven topic selection will increase the amount of incoming traffic to the site by keeping fresh content that is optimized for current, relevant events and trends.

Search Engine Marketing

Search Engine Optimization (SEO)

The current website already has plenty of highly specific pages, so we will be making some slight enhancements to the content for targeted SEO purposes. Building out the content will help provide information for prospective clients, as well as improve rankings in search engine results pages.

Pay-Per-Click Marketing (PPC)

To round out our digital marketing efforts for Ethos, we will be instituting a PPC campaign that targets ideal keywords. This paid tactic will jumpstart incoming traffic, establishing a wider brand awareness.

We are so excited to be working with Ethos General Contractors to enhance their digital marketing. Our expertise will help convert traffic, increase sales, and improve overall brand awareness.


If you’re interested in developing a strategic digital marketing campaign of your own, contact FiG Advertising + Marketing today.

Why Content Marketing Works

Wednesday, February 21st, 2018

Content MarketingOn any given day, an individual is exposed to anywhere from 4,000 to 10,000 ads. Our constantly connected world has left the average person immune to the impacts of traditional advertising methods – we avert our eyes from the right side of our Facebook news feed and instinctively close pop-ups without even looking at the brand it is associated with. Every year, billions of dollars are spent on marketing that the general public simply ignores. Each new attention-grabbing evolution seems to dissipate faster than the last. Content marketing, however, is here to stay. Why? Because it solves a consumer problem.

What Is Content Marketing?

As defined by the Content Marketing Institute itself, content marketing is a “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive a profitable customer action.” Now, without all the buzzwords, this is the practice of creating content that consumers are already looking for and distributing it in places where consumers already are. It is not the practice of disrupting the lives of consumers, but rather assimilating seamlessly alongside the other resources they use everyday.

Why It Works

Content marketing is effective because it takes the focus off the sale and puts it on the consumer and their wants and needs. We no longer wait for the daily paper to consume news and information, we actively consume all day long on blogs, social media, and search engines. Consumers are looking for substance, relevancy, and authenticity and if you are not providing it, then they look elsewhere.

Personalization Done Right

Consider Coca-Cola’s Share A Coke campaign. Coke disrupted the soft drink industry by replacing the original branding with first names sending people out around the world looking for the bottle that had their name emblazoned on it. They listened to what their consumers were saying – that Coke was too predictable – and they did something about it. The campaign was not focused on tracking consumer behavior, retargeting potential customers, or even generating a sale. It was about forging a personal connection with their audience. And it worked.

Developing A Content Marketing Strategy

For content marketing to be successful, it does not have to be done on an international scale, though. Successful content marketing is simply providing what consumers are looking for where they are looking for it. The ability to curate this content is how brands gain influence.

The first step is determining what your current and potential customers are looking for. Are you an office supply store whose customers are looking for ways to improve their organization and productivity? Are you a fashion blogger whose readers want to be the first to know about latest trends and great deals? Maybe you are an athletic wear retailer who’s consumers want tips for improving speed and agility.

Figuring out the unanswered questions that lay in the perimeter of your brand’s expertise is the sweet spot for successful content marketing.


If you want to make a bigger impact with your marketing efforts, contact FiG Advertising + Marketing. We can help you create a successful content marketing strategy that resonates with your audience.

AI Is Changing The Face Of Marketing: Part 2

Monday, February 12th, 2018

Robot representing AI typing on computer.

Artificial Intelligence Is Changing The SEO Landscape

Simply put, SEO is the practice of configuring a web page to provide the best user experience for a certain search term. When optimized effectively, this means that a human user can find exactly what they are looking for on your web page when they enter a specific keyword. An optimized page is only as good as the technology available to match it to the specific keyword, though. As technology has advanced, search engines, like Google, have continuously updated the algorithms that are used to streamline the process of matching results to search queries.

Enter Google RankBrain

Alphabet, Google’s parent company, has been at the forefront of artificial intelligence research and have since incorporated machine learning into their page ranking algorithms. Referred to as Google RankBrain, this piece of the algorithm is recognized as the third most important ranking signal. Prior to the incorporation of RankBrain, the search results algorithm was 100 percent hand coded. Engineers would make educated changes to the algorithm with the goal of improving user experience with search results. If it worked, the change remained in effect. If it didn’t, then it was changed again. RankBrain is able to make these changes on its own, thus expediting the entire process.

RankBrain looks at how Google searchers interact with the search results for specific keywords and makes adjustments to improve the overall experience with the results page. Some may say that a machine couldn’t possibly understand human behavior better than the actual human engineers, but when they put RankBrain to the test, the algorithm accurately predicted the #1 search result 10 percent more often than the engineers were able to. Ultimately, the incorporation of artificial intelligence with SEO makes SEO more effective.

How Does Google RankBrain Work?

Google processes more than three billion searches every single day. If it seems hard to fathom that Google could have an accurate answer for every search query, you’re right. About 15 percent of search queries entered each day are being searched for the first time. Before artificial intelligence, Google would scan the internet to find pages that contained the exact match keyword that someone searched for.

For example, say you are searching for a “movie with talking cat and tornado.” Google would scan for pages that contained the individual words “movie,” “cat,” and “tornado.” As you can imagine, the search results would likely lead you far from The Wizard of Oz, which is the answer you are really looking for.

Google RankBrain looks at search queries as a whole and tries to interpret the searcher’s intent to provide much more accurate results. This is done by matching new keywords to keywords that Google has already seen before. When you search for “movie with talking cat and tornado,” Google RankBrain understands that you are looking for the title of a movie with those features, rather than those features by themselves.

Evolution of Artificial Intelligence

This is not a new concept. Google has been working with machine learning to understand intent since 2013. Their technology, which they call Word2vec, focuses on transforming keywords into concepts. According to a previous Google blog post discussing this technology, Word2vec “understands that Paris and France are related the same way Berlin and Germany are (capital and country) and not the same way Madrid and Italy are.” We can assume that RankBrain operates on a much more sophisticated version of this same type of technology.

Understanding User Satisfaction

RankBrain still follows the fundamental practices that are used to measure user satisfaction. After showing a set of results that the artificial intelligence thinks best matches the query. It watches how users interact with the search results – how often a search result gets clicked on, the time spent on the page, how often users bounce, etc. RankBrain uses these interactions to determine whether a result should be ranked higher or lower.

How AI Is Changing SEO

SEO has changed tremendously over time. The easy ways that used to get you ranked number one (keyword stuffing, for example) now harm the rankings of your pages. Shortcuts do not work when the algorithms used to rank pages understand the concept as a whole. Additionally, an outdated best practice was to optimize individual pages for a variety of long-tail keywords. Now that RankBrain is able to interpret search queries as a concept, instead of just looking to keywords, the algorithm understands that different varieties of long-tail keywords are essentially looking for the same answer so you see much less variation in the SERPs.

Interestingly enough, the incorporation of artificial intelligence into the process of SEO makes the entire search process more user-friendly. RankBrain is helping Google put the best content in front of users, which is a call to action for all webmasters: time to improve your content.


As a leading SEO agency in Denver, FiG Advertising + Marketing specializes in keeping up with changes in the search world and capitalizing on them for the benefit of our clients. If you’re interested in improving your search presence and ranking #1, contact us for an SEO audit today.

The Best Superbowl Commercials of 2018

Monday, February 5th, 2018

Superbowl 2018 Fans CheeringSunday marked one of the biggest days in advertising as the Philadelphia Eagles took on the New England Patriots in the Superbowl LII. Creative teams from across the country brought out the clever, the altruistic, the downright hilarious and the utterly bizarre in an attempt to make their brand the most iconic of the night in 60 seconds or less.

The strategy for effective Superbowl commercials changes every year, but there is no denying that some brands spend their $5 million budgets better than others. We’re looking at the best of the best commercials for Superbowl LII.

Amazon Alexa Loses Her Voice

Nationwide panic sets in when Alexa, Amazon’s voice-activated assistant loses her voice. The team uses back up voices to supplement the lost Alexa, including personalities like Gordon Ramsey, Cardi B, Rebel Wilson, and Jeff Bezos, who ultimately prove to be unhelpful at best and insulting at worst. Alexa’s voice returns, letting her second stringers know that she’ll take it from here. We give this Superbowl commercial two thumbs up for both humor and effective selling of the voice-activated product.

NFL Touchdown Celebrations

The NFL pokes fun at itself with the Dirty Dancing spoof featuring Eli Manning and Odell Beckham Jr. The 60-second spot nods to the loosened restrictions on touchdown celebrations and successfully portrays the feel-good environment that the NFL has severely lacked this season. This spot offers a positive ending note for the final game of the season.

Febreeze #BleepDontStink

Commonly recognized by the foul-smelling environments that typically make up their ads, Febreeze pulls a 180 with the #BleepDontStink campaign. The interview-style 30-second Superbowl commercial features Dave as the main character. His parents, coaches, and school janitors sing his praises because his “bleep” doesn’t stink. The spot ends with text saying that Dave won’t be at your Superbowl party, but everyone else will, asking viewers if their bathroom is ready? This spot is uniquely relate-able without being too average. We’d call this twist in Febreeze’s regular communication a home run.

Doritos Fire/Mountain Dew Ice

Hollywood favorites Peter Dinklage and Morgan Freeman come together for the rap battle of the ages in this Doritos/Mountain Dew Superbowl commercial. Dinklage fearlessly braves a burning room as he lip-syncs to Busta Rhymes verse of the 2012 hit Look At Me Now. Contrast this scene with Freeman strutting down a frozen aisle to Missy Elliot’s famed Get Your Freak On. The seamless transition between Doritos’ new spicy hot flavor and Mountain Dew’s new lemon-lime thirst quencher is a win for both products and provides a good laugh to boot.

E-Trade This Is Getting Old

E-Trade shares the cold, hard truth that over one-third of Americans have no retirement savings. The 65+ crowd is depicted in workplace settings that are much more commonly associated with a younger workforce. From lifeguards to deejays to firefighters, the 30-second spot follows the catchy tune of the Banana Boat Song with a slight change in lyrics – “I’m eighty-five and I want to go home.” At the very least, this Superbowl commercial got us smiling and hopefully convinced some youngsters to open a retirement savings account.

Quicken Loans Translator

Quicken Loans rolled out one of the most relate-able spots of the night with their Translator ad. Featuring haughty hairdressers, pretentious waitresses, Big Sean, and the ever-so-confused online dater, Keegan-Michael Key guides you and me through the unintelligible mess that is our everyday lives. The 60-second spot brings you to a mortgage broker’s office where the Rocket Mortgage app makes sense the loan process. In a word – genius.

Jeep Jurassic

One of the many Jeep ads that was featured in this year’s Superbowl, the Jurassic spot appeals to crowds of all ages as Jeff Goldblum test-drives the 2018 Wrangler through Jurassic Park with a T-Rex on his heels. The spot ends in the showroom where a car saleswoman asks if Goldblum would like to take a test drive, to which he responds “I just did.” The daydream does an excellent job of illustrating Jeep’s tough persona with ultra-outdoorsy capabilities in a creative, standout way.

Tourism Austalia

With a number of iconic Australia references, Droga5 had their work cut out for them. The scene is set as the preview for a film, hilariously capturing the state of Hollywood’s creative. After featuring some of Australia’s sites, Dundee discovers that he is actually in a commercial for tourism in Australia. Droga5 definitely thought outside the box with this tourism ad.

Hyundai Hope Detector

While the commercial that aired during the Superbowl was not the live footage Hyundai originally had planned for, the Hope Detector commercial tugged at the heartstrings all the same. As guests arrived for the Superbowl, metal detectors captured Hyundai owners and introduced them to those affected by childhood cancer. Hope “comes standard” on every Hyundai, with a portion of proceeds benefiting pediatric cancer research. This commercial did a great job of capturing Hyundai’s philanthropic efforts in a natural way.

Verizon Answering The Call

In two spots promoting Verizon, the brand urges the public to thank first responders. The longer of the two spots features voice-overs recorded from calls made by survivors to the men and women who saved them from disasters. The authenticity cannot be missed and does an excellent job of forging connections between Verizon and their consumers.

It’s A Tide Ad

One of the many brands that Saatchi and Saatchi represented in this years Superbowl, Tide was hands down our favorite. In four increasingly funny spots, the brand pokes fun at the stereotypical, overdone ads we see on TV these days. Each spoofs calls in to question whether you are watching an ad for personal products, cleaning supplies, or pharmaceuticals or if you are actually watching a Tide ad. With clothes so clean, it couldn’t possibly be anything else. With this campaign, every Superbowl commercial became a Tide ad.

If you missed one of our favorite ads, or just want to catch them all again, you can see all of the Superbowl commercials here.

Let us know which Superbowl commercial was your favorite. If you’re interested in developing a television spot or another type of strategic communication to represent your brand, contact FiG Advertising + Marketing today.