Archive for July, 2018

Can Digital Marketing Really Grow Your Business?

Friday, July 27th, 2018

Can digital marketing really help you grow your business? The answer is yes! And we’ll tell you how.

We’ve spent the last year and a half working hard on our client, redcup Beverage Service’s, digital marketing. The owner, Chris Anson, came to us with a goal of increasing his online visibility, so we set to work designing a user-friendly website that was search engine optimized and promoted across multiple platforms. Through these digital marketing efforts, redcup transformed from a Denver-based startup to a local industry leader that is topping the SERPs for nearly 50 unique search queries.

Who Is redcup Beverage Service?

Redcup Beverage Service is dedicated to providing high-quality, great tasting office coffee, tea, and water service to businesses throughout the Denver Metro area. Built on the backbone of guaranteed satisfaction and unbeatable customer service, it was a no-brainer for FiG to partner with this state-of-the-art organization. We knew that redcup was filling a hole in the Denver market, but the original website that was in place before they came to FiG simply wasn’t converting. We dove into insights of the consumers’ behavior on the site to find weak points and develop a strategy that would help redcup reach their clients with the information the consumers wanted.

We started with a redesign of the website to get consumers where they wanted to be with as few clicks as possible. Additionally, we did both an initial optimization of the site to help it be found, as well as on-going SEO to keep the site in the top rankings. One year of regular search engine optimization has brought the redcup website to the first page of the search results for nearly 50 different search queries. As a local business in a niche market where the competition is largely national, this is a huge win for redcup, but the success doesn’t stop there.

An Unbeatable ROI

In our last case study on redcup, we mentioned that the redcup client base tripled in the month of October. This rapid growth is continuing as redcup infiltrates many Denver-based offices with their world-class coffee blends, handcrafted nitro-kegs, and reliable customer service.

In the first year of hiring FiG to handle the redcup digital marketing strategy, the organization’s revenue increased by nearly 3,500 percent. In just the first half of 2018, redcup revenue has already doubled last year’s sales.

What’s Next For redcup?

The key to a successful digital marketing strategy is continuous improvement. An untouched website doesn’t do a lot, so we are fastidious about keeping redcup’s content relevant and up-to-date. By keeping a meticulous eye on customer behavior in and around the beverage service market, we hope to see continued success in this space.

With regular blogs, ongoing content audits, social media marketing, and detailed data analysis, we will continue to help redcup grow and thrive in Denver.

Redcup is also expanding their business offerings. Anson has started building custom nitro-kegs for his clients while maintaining the personal element of customer service through installation and maintenance. He’s also partnered with a number of kombucha companies as the drink becomes more and more popular.

If your marketing agency isn’t helping you grow your business, it might be time to consider an alternative. FiG Advertising + Marketing is dedicated to increasing visibility, conversions, and, ultimately, ROI for each and every one of clients. Contact our digital marketing experts today to schedule a consultation and see how targeted, effective marketing can help you move your bottom line.

The Importance Of Accessibility In Digital Marketing

Thursday, July 12th, 2018
Glasses over a screen reader

Did you know that 330 million people worldwide have some sort of visual impairment? Did you know that this audience has more than $1 trillion – yes, trillion with a “T” – in disposable income? Are your digital marketing efforts inadvertently leaving out a major percentage of your target audience? Let’s go over some best practices for marketing accessibility to ensure that you’re not losing an audience that’s equivalent to the population of the entire United States.

Don’t Dismiss Your ALT Attributes

It’s easy to leave out ALT attributes, dismissing them as a minor factor in your overall strategy, but as any SEO will tell you, that is far from the case. The ALT attribute is not only the feature that allows bots to “read” your images but it is also the text that is used when a user is accessing your content with a screen reader.

Screen readers and other similar types of technology are used much more often than you’d think and by a wider audience than just those with a visual impairment that hinders the ability to see the content you’re creating. Consider your smartphone – many users are asking Siri to read their texts and emails for them. An empty ALT attribute in your email will force Siri to read the file name and other irrelevant information that take away from the actual message you want to convey.

Is Your Color Palette User-Friendly?

When you’re establishing your branding and choosing a color palette that will be used throughout your marketing efforts, accessibility is not often at the forefront of the decision. This could mean that the colors you’re using make it impossible for those who are color blind to see your message. If you’re not working with an experienced designer, your color palette could be hard to digest for even someone who isn’t color blind.

When you’re looking at colors, two displays of the same color are going to have a contrast ratio of 1:1. Your contrasting colors, white and black, for example, are going to have a contrast ratio of 21:1. When you are using two colors in your marketing, the recommended contrast ratio is a minimum of 4.5:1. If you’re not meeting this standard in your designs, it is likely that your marketing is going unseen by a large portion of the worldwide population.

Let’s Talk Links

Your links play into your color scheme, too. Often, designers like to make your links stand out with a contrasting color that sets the anchor text apart from the rest of the body. However, it’s nearly impossible to know what types of visual impairments, including colorblindness, your target audience has. Chances are, a contrasting color alone is not going to resonate with everyone. Links should always be underlined, even when the anchor text is a different color. This ensures that everyone in your audience knows that’s where they should click to be directed to related content.

Lay Text To The Left

It is estimated that 1 in every 10 people are affected by dyslexia. Did you know that your text alignment can actually help those who have dyslexia read your content more easily? Text should be left aligned in all of your communication efforts. This provides an anchor for those with dyslexia to come back to, making it easier to read the text.

Talk Is Cheap

As we mentioned earlier, more and more people are interacting with digital marketing on their mobile devices. From display banners to emails, this concept of mobile-friendliness is not new, but there is more that plays into mobile friendliness than just the way it looks.

As the technology evolves, people are using voice-activated assistants, such as Siri, to access different things on their phone. This means that it is more important than ever to ensure that you’re fulfilling even the smallest of details when launching any sort of digital marketing campaign.

Turn on the accessibility feature on your phone and test your emails and other digital marketing content using the Voice Over (IOS) or TalkBack (Android). This will help you identify areas of weakness for the visually impaired audience and anyone else who prefers to listen instead of reading content.

Accessibility Can Move Your Bottom Line

With such a large percentage of the population requiring these accessibility tools to access your content, it is vital that your marketing efforts meet the standards. Otherwise, you’ll lose your audience.

Do you need assistance reaching your target audience? Contact the digital marketing experts at FiG Advertising + Marketing today for a consultation.

Google Introduces A Re-Brand For Marketers

Thursday, July 5th, 2018
Google Re-brands

Recently, Google announced some big changes that would be coming to their marketing tools with the hopes of making the wide variety of products easier to understand and use. Google continues to dominate the search engine marketing landscape and staying ahead of the ever-evolving technology means continuous innovation and, often, new and revamped products. Over the years, Google customers have requested that Google simplify their portfolio of products. As of this month, the wait for a streamlined portfolio is over.

What Changes Are Coming To Google Marketing?

Three major changes make up this new re-branding effort.

  1. Google AdWords is becoming Google Ads
  2. DoubleClick and Google Analytics 360 are becoming the Google Marketing Platform
  3. DoubleClick For Publishers and DoubleClick Ad Exchange are becoming Google Ad Manager

According to Matt Lawson, the VP of Ads Marketing at Google, “this change signals that our ad offerings are about more than search.” The ability to communicate that Google’s marketing console includes much more than the standard search engine marketing capabilities is going to be a big win for the search engine giant.

Let’s Talk Google Ads

Dropping the “words” from Google AdWords doesn’t mean that Google is abandoning the keyword aspect of their marketing offerings, though. SEOs of the world – no need to fret! The re-branding to Google Ads is more indicative of the display, video, and app buying that is offered through Google, as well.

Why Combine DoubleClick And Analytics?

As the technology to collect information evolves, the usage of that data is becoming more and more prevalent in the marketing world. The fact is, if you’re not operating on a data-driven strategy, your marketing is probably not performing the way it could be.

Many Google consumers are already using both DoubleClick and the Analytics Suite, so why not bring them together? Lawson says, “The reality is when you combine advertising and analytics you get better insights into the customer journey and are able to drive better results.” By integrating these two products, it becomes easier to understand, execute, and optimize your campaign elements all in one place.

Can Google Successfully Re-Brand?

This isn’t the first time Google is making the effort to re-brand some of their product offerings. As marketers, we know better than most of the failed re-branding efforts that have saturated the marketing – GAP’s record-breaking new logo that lasted all of one week comes to mind. Marketers and customers alike can be skeptical of change, but this re-brand does appear to be 100 percent customer-centric.

Renaming and reworking the marketing product offerings that Google has doesn’t stem from the need to acquire more users, but rather the user’s need to understand and use the products more effectively and efficiently. While veteran users will likely still refer to the products by their original names, as demonstrated by the shift from Google Webmaster Tools to Google Search Console, new users can glean a better understanding of what marketing tools the search giant has to offer by name alone.

Ultimately, this is a nod towards what the future of marketing with Google has in store. We’re looking forward to this re-brand and everything it symbolizes in the digital marketing world.

Do you need help transforming data into effective marketing tactics? Contact the experts at FiG Advertising + Marketing today to learn how digital marketing can move your bottom line.