Archive for March, 2018

Denver’s Fitness Scene Gets A WHOLE New Competitor

Monday, March 26th, 2018

New Digital Marketing Client Whole IntentWe are so excited to partner with Ashlee Van Buskirk to help with the development and branding of her fitness and nutrition company, Whole Intent. Ashlee is a Denver trainer, athlete, and nutrition enthusiast who wanted to share her expertise with the community. In order to expand her knowledge and brand, she came to us.

The Starting Line

Ashlee has spent her life in the health and wellness arena. From sports to nursing to competitive bodybuilding, she has well-rounded experience in a variety of the popular approaches to wellness. After achieving her Bachelor’s degree in Nutrition and Dietetics, Ashlee wanted to help people find a more sustainable way to implement a healthy lifestyle.

Naming A New Company

The first step to forging a connection with the community was to establish a brand identity. We dove into Ashlee’s experience, goals, and values to create a brand that was an accurate representation. We wanted the primary point of emphasis to be on Ashlee’s ability to help clients achieve a well-rounded and sustainable lifestyle through fitness and nutrition. Thus, Whole Intent was created.

Building Out The Brand

Logo Design

The next step was to design a logo. The clients of Whole Intent will achieve their goals by mastering three main pillars – fitness, nutrition, and wellness. Our graphic designer expertly crafted a logo that communicated the three essentials of the brand and complimented the name.

Mood Board

Following the design of the logo, we compiled a color palette and selected fonts and supporting imagery that conveyed the holistic message we wanted to communicate. At the center of this step in the branding process was a strategic mood concept: the brand message of Whole Intent would communicate the well-rounded and health-conscious mindset of both client and trainer. The brand is founded upon drive and dedication to self-improvement.

Developing Branded Assets

Wire Frame & Website Design

Once we had solidified the brand standards and message for Whole Intent, it was time to put them to work. Our designer built out a website that strategically facilitated action from prospective clients. Not only is the Whole Intent website functional but also aesthetically pleasing with a captivating design.

Business Cards

With the major digital assets under construction, traditional collateral was needed to begin Whole Intent’s infiltration into the community. Following the brand standards we established, eye-catching business cards were designed so that Ashlee could begin building up her client base and networking in the community.

Crossing The Finish Line


Search Engine Marketing

As the bones of the website are constructed, we will create informative website copy that is search engine optimized. This will allow the site to immediately gain traction upon its upcoming launch.

We will continue with the search engine optimization of the site through on-going content creation on a blog. Through this medium, we will have a platform to share upcoming events, industry news, and supplementary information that will establish Ashlee and Whole Intent as experts in the health and wellness field.

Social Media Marketing

To round out our marketing strategy, we will establish a presence for Whole Intent on relevant social media platforms to distribute owned and second-party content that will afford us the opportunity to engage with current and potential Whole Intent clients.

Stay tuned for the website launch and future projects that we will be creating for Whole Intent – Denver’s health and wellness expert.

We are passionate about helping brands in any stage of the branding cycle. Whether you are a new company who hasn’t even decided on a name yet or an established brand that is looking for a refresh, FiG Advertising + Marketing can support you through traditional and digital marketing efforts. Contact us for a consultation today.

Search Engine Marketing Proves Lucrative For Travel Industry

Friday, March 23rd, 2018

Search Engine Marketing For Travel IndustryWhether you are a beach bum or a thrill seeker, there are hundreds of options out there for the perfect vacation spot. In a society where an individual is exposed to more than 4,000 advertisements every day, the impact of each interaction is greatly diluted. In a sea of brand interactions, one thing is working for the travel industry – search engine marketing.

These highly targeted ads seem to have a much greater impact on the travel decisions of young people than even those creating the ads could have predicted. Bing collaborated with the travel research firm Phocuswright to understand the role digital advertising plays in travel decisions.

The statistics resulting from syndicated research from Phocuswright and two new surveys facilitated by Bing were remarkable.

  1. hotel brands exposed to search ads on online travel aggregator sites experienced a 10%-50% increase in click-thru rates
  2. more than half of all travelers recalled travel-related ads that they saw on Snapchat, Instagram, Youtube, or Pinterest and considered them extremely influential
  3. recall differs based on the format of the advertisement:
    • 49% recalled a picture
    • 41% recalled a deal
    • 37% recalled personalization
  4. 71% of loyalty members found hotel ads helpful when planning a trip

Source: MediaPost

Here is what we can take from this data: digital spend for the travel industry is making an impact across all demographics.

In order to have such success through digital marketing, you must first understand how your consumers are interacting with search engines in the quest for the kind of information you can provide. When travelers are making plans for a vacation, there are two types of queries – informational and transactional. The intention depends on the stage a consumer is in in the sales funnel. It is during the informational searches that travel-related search engine ads are most influential for consumers.

With more than 3.5 billion searches occurring each day, you can imagine the opportunity hotels, airlines, and other vacation necessity providers have to make an impact on their target audience. Even more so with the unique circumstances, search engine users provide by using search engines to research what will lead to a relatively immediate decision. Compared to those who are not sure what they are looking for, those using search engines to make vacation plans are much more easily guided through the sales funnel.

In addition to search engine marketing, the travel industry has also become increasingly more user-friendly in the digital space. With mobile apps and the ability to book online the path from research to purchase is significantly shortened, which works to the benefit of both the brands and the consumer.

Overall, there are a lot of factors that play into the digital success of the travel industry, but the digital advancements certainly take the lead. Search engine marketing supports the other digital efforts to help consumers take their journey, both on and offline.

In or out of the travel industry, search engine marketing can be an effective tool in your marketing toolbox. Interested in expanding your digital reach? Contact FiG Advertising + Marketing for a consultation.

How To Spot An SEO Scam

Monday, March 19th, 2018

How To Spot An SEO ScamAs the digital marketing industry continues to expand at exponential rates, we see a number of companies coming out of the technological woodwork with inflated promises that they cannot effectively deliver on. Because of this, we are seeing more clients than ever who have been burned in the past and are now skeptical of agencies that have the resources and expertise to get the job done right. Avoiding an SEO scam can be challenging if you don’t know what to look for. These are the red flags that should send you running in the opposite direction when you are in the market for a reputable SEO agency.

Guaranteed Rankings

If an agency tells you that they can guarantee you #1 rankings, you should be wary. Google itself says that no one can guarantee a ranking of any sort. Google has rigorously developed it’s algorithms over the years to deliver search engine results pages (SERP) that best provide what a consumer is looking for. Every new search query returns the most updated and accurate SERP for that specific searcher, so it is impossible to guarantee the #1 spot for any search query.

Any Promise Without Industry Knowledge

An agency that guarantees rankings is irresponsible at best, however, an agency that is willing to make any kind of ranking without having a deep understanding of your industry is another red flag that should warrant skepticism. Some industries have significantly higher competition than others. Without extensive research of how your website compares to that of your competitors, any promise is nothing more than a guess.

Fast Turn Around Times

Search engine optimization is a process. Unlike some of the other digital marketing tactics that can deliver more immediate results, SEO requires strong bones with robust supplementary content to deliver any kind of results. A reputable SEO agency will take the time to research your industry, find opportunities for growth and weaknesses that can be improved. They will then develop a strategy that encompasses a variety of best practices to deliver the results you are looking for. Then, once all of these steps have been implemented, it is time to hand the project over to the search engines to index and evaluate.

Not only is SEO a slow-growing process, but it is also on-going. Search engine optimization is not a quick fix. A reputable SEO agency will continuously analyze the data to keep the optimization up-to-date. A limited or specific time frame, as well as promises of one-time-only, are signs of an SEO scam that will not only not deliver the results you are seeking, but also potentially result in penalties from search engines.

Insider Knowledge

A favorite tactic of SEO scammers is to claim insider knowledge or connections with search engines like Google. All webmasters have to follow the same protocols to be recognized by Google and there is no special relationship or connection that provides one site or webmaster priority over another.

Additionally, Google is constantly updating, even more quickly now that artificial intelligence is involved in the ranking of pages. With such a complex system determining rankings, an SEO agency that claims insider knowledge is almost assuredly a scam. Rather, you should look for an agency that stays up-to-date with search engine updates and can share that knowledge with you – which brings us to our next point.

Lack Of Transparency

Any lack of transparency – whether with references, pricing, or techniques should set off the alarm bells. Because SEO is such a complex process, there are many experts out there who have done extensive research and published information regarding what works and what doesn’t. The best practices of SEO are well-documented, so an agency that is unwilling to help you understand the process is likely just in it for the money and will utilize black hat techniques that may result in penalties to your site. To put it frankly, there is no secret strategy to successful SEO. A reputable agency will be willing to outline their techniques for you and answer any questions you may have.

Black Hat Techniques

Black hat techniques in the SEO world are a way of cheating the system. While they may work in the short-term, it almost always comes back to burn you. The downfalls of black hat techniques could span anywhere from poor user experience that sends searchers to your competitors all the way to penalties from the search engines themselves that prevent your site from ranking. Be cautious of agencies that mention outdated techniques and don’t be afraid to ask questions, especially if you are unfamiliar with SEO.

Finding The Right SEO Agency

When it comes down to it, an SEO agency that seems too good to be true probably is. Successful SEO is not a perfect science and the development is ongoing. The hallmarks of a reputable SEO agency include:

  • a willingness and ability to answer questions
  • an active understanding of any business-specific needs and the SEO economy
  • transparency throughout the partnership
  • a portfolio of successful clients
  • well-rounded capabilities, including supplementary digital marketing tactics

A good SEO can help your website reach peak performance. Unfortunately, for every reputable agency, there are so many more scams. Don’t let your website performance be hindered by the downfalls of an SEO scam. Find the right SEO agency the first time by looking for these red flags.

If you’re looking to improve your organic rankings by implementing an effective SEO strategy, contact FiG Advertising + Marketing today for a consultation.

Understanding The Facebook Algorithm Update: Creating Meaningful Interactions

Wednesday, March 14th, 2018

Attracting users with Facebook algorithm updateIn early January, Facebook CEO, Mark Zuckerberg, announced that the leading social platform would be doubling down on their fundamental goals of connecting people with content they love. With a user-centric mentality driving the algorithms that determine post order, it is time for brands to adapt their social strategy to facilitate more meaningful interactions.

Why Is Facebook Making These Changes?

Zuckerburg explained that Facebook would be making on-going changes over the course of 2018 that would make the time spent on Facebook more meaningful. Research showed that time spent on Facebook was becoming increasingly more passive. Users were no longer liking, commenting, or sharing as much content as they had previously. By modifying the algorithm that determines the ranking of posts, users will more easily find content that they will readily engage with, thus increasing the number of meaningful interactions that brought users to Facebook in the first place.

Zuckerburg notes that he is expecting a decrease in time spent on Facebook, but he is okay with that because if the time is more meaningful, Facebook will be accomplishing its goals. He says that “helping people connect is more important than maximizing the time they spend on Facebook.”

The Facebook News Feed

Every Facebook newsfeed starts as a blank slate. Each user fills their feed by adding friends and family that they care about and following publishers that they are interested in. Each time you like, comment, or share a post, Facebook is able to collect more information about the kind of content you are inclined to engage with. Do you like a lot of photos but scroll past text-only posts? Do you spend a lot of time with videos, but move along when a long form post appears? All of these actions form proxies that help Facebook predict what kind of content you would most like to see.

With the information that Facebook gathers from your behavior, each post is assigned a relevancy score and then ordered in your news feed accordingly. The algorithm continuously gathers information based on your behavior each time you get on your news feed with the intention of providing an exceptional user experience each and every time you log in.

What Does This Mean For Brands?

There are approximately 65 million active business pages on Facebook that average 1.5 posts per day. That is more than 97 million posts coming from business pages alone on any given day. With such a high volume of posts, it is no surprise that the organic reach is a mere 2 percent.

With the “meaningful interactions” update, the Facebook algorithm is docking posts that are overly salesy, spammy or have unusual engagement patterns which are a signal of click-baiting. What it comes down to is that this update does not bring anything with it that businesses didn’t already know. People want to see interesting content, simple as that.

Facilitating Meaningful Interactions

As marketers, we have seen this shift in the digital world towards data-driven content that is designed to engage a targeted audience. This research-based content generation is the key to creating the meaningful interactions that will help your business succeed on Facebook, but research alone won’t cut it. In order to make Facebook more user-centric, there are inherent benefits that brands can take advantage of. Features like lookalike audiences and audience optimization help you expand the reach of the content you are generating on the platform to relevant users.

This doesn’t have the desired effect though if you are not creating the right content. We already know that overly promotional posts will get you nowhere, so how do you establish your brand as a leader in the eyes of your target consumer?

Experimentation Is The Answer

No brand will be able to succeed off of the strategies of another. In order to capitalize on the Facebook algorithm updates, business pages will need to experiment with the types of content they are generating and continuously evaluate the success each post. When you find what works for your brand and captures your audiences’ attention, you run with it.

The “meaningful interactions” update is not the death of Facebook marketing, but rather a starting point for brands to facilitate genuine relationships with their audience. It will be a challenge, no doubt, to determine what will and won’t work for your brand, but the end result when done right will be a more loyal customer base and, ultimately, more sales.

If you’re interested in creating meaningful interactions on and off Facebook, contact FiG Advertising + Marketing today to see what our social media specialists can do for you.