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Best Practices for Digital Ad Campaigns

If you’re reading this, you may have made the decision to maximize your online presence by investing in Google Ads. Or, maybe you have been using Google Ads for some time but want to change them up to improve their overall performance. Let’s talk through best practices to create engaging, persuasive and reputable online advertisements.

READ: How Google Ads Can Support Business Development

The Importance of Versatile Ads

When investing in Google Ads, you want these ads to be placed in front of people that are interested in information related to your firm or association’s services. Your goal is to attract people to your website that need our help.

When creating a Google Ad, you have the ability to create multiple headlines and descriptions. Google is an intuitive machine that will then interchange your headline and description based on what someone is searching for online. The keywords that you implement into the ad content should attract people who are actually searching for information related to your services. If you have been using the same ad copy for a while, it might be time to change the headlines and descriptions to better reach your target audience through refreshed keywords and phrases.

READ: 3 SEO Boosters and How to Implement Them

Create an Engaging Landing Page

Think of the landing page associated with your online ad as the face of your organization. How do you want new website visitors to view your brand or services when they visit your website for the first time?

Tips to make your landing page engaging and effective:

  1. Deliver on the ads promise. Does the landing page provide information a viewer would expect to find based on the content of the ad? Make this information front and center so it can’t be missed.
  2. Create engaging content. Instead of the usual, printed copy on a page, turn your message into a video to better explain your services or upcoming event. Create a downloadable resource to share, or display a case study. These engaging content ideas better position your firm or association as a thought leader by displaying your expertise, and by making your message memorable.
  3. Make it easy to reach out. Create a contact form for website visitors to fill out if they want to get in touch. Visitors that click through your ad and land on the website are potential leads. Collect contact information to follow up with them and add them to your newsletter. This follow-through helps you stay top-of-mind when they are ready to become a client.


Ask yourselves these three questions when designing an ad landing page:

Google prefers to showcase ads with landing pages and that have these three factors: relevance and original content, transparency and navigability.

  1. How will a visitor navigate the page? Design your landing pages with your target audience in mind. Encourage engagement and navigation to other areas of the website.
  2. Are you providing clear information? Be direct and upfront with the information and services you want to highlight on each landing page.
  3. Is your landing page relevant to the ad? Use similar keywords and phrases on the landing page as you do in the ad. Assure visitors that your information is what they were looking for.

The Impact on Quality Score

The relevance of an ad and an engaging landing page do make an impact on your ad’s overall performance. These elements are critical to making your Google Ads a success because these elements impact the ad’s quality score. Quality score is Google’s rating system to show you how user friendly your ads, landing pages and keywords are. This rating is represented on a scale from 1 to 10, with 1 being the lowest and 10 being the highest, or best performing. If your ads have a lower quality score, they are less likely to be placed in front of people searching for services related to what you have to offer.

You can improve an ad’s quality score by creating specific landing pages for each ad you have. Meaning, don’t link to the same landing page for multiple ads. Quality score can also be improved by using relevant keywords. Just like we mentioned before, make sure your ads are relevant to the landing page you’re directing them to.

We hope you now have a grasp on how to make your ads relevant, how to make the landing page engaging and how these elements impact your ad’s overall performance. With these tips in mind, your ads and web content will encourage new visitors to engage with your firm or association, supporting your business development strategy.

Curios to learn more SEO tips? Check out our SEO Checklist, a tool designed to help you improve conversion.


 

Why Your Market Position Matters

What do you do? How you answer that questions explains what you want to be known for and describes your brand or market position. As your firm, services or industry changes, so should your market position. Dawn Wagenaar, Principal at Ingenuity, explains how you can describe what you do in a clear way for all of your future networking opportunities.


If you prefer to read this content, the video transcript is below.

What do you do?  That’s a good question. I’m sure you’ve had people ask you that at networking events or private parties, and sometimes it’s not easy to answer.

If I say that I own a marketing agency, people find that interesting, but it doesn’t really tell them what I do. I have to clarify how my agency is different from all my competitors.

Questions about what you do are really about your market position. What do you want to be known for? Can you describe your brand or market position in a few words?

I might say, “I own a marketing agency. We deliver strategies to help professional service firms and associations grow their firms and organizations.” That sounds like an elevator speech, but it comes from a clear and focused market position.

Usually people also want to know where we’re located and what services we offer. Your market position answers these questions and clarifies where you fit in to your industry.  

Why is a market position important? It’s because your business will change over time. You attract new kinds of clients. You attract new talent. You may add services, offices or target markets.

Your market position defines and focuses your communication to potential partners and clients and employees. It can even be used to describe your firm to the media and to trade associations.

When you pay attention and refocus your market position as your firm changes, then everyone is clear on why your firm exists.

From there, you can research and create differentiating key messages, target client personas and your growth strategy.

My advice is to focus on the big picture of your market position. Make sure it’s still accurate. That way, you will have a clear, competitive statement for all those future networking opportunities.

If you need guidance on your market position or branding, call me at Ingenuity!


How has your industry changed over the years? Our research strategy tool makes it easy to identify gaps. Take a look!

Virtual Networking: It’s Here to Stay!

 

Virtual networking provides countless advantages to boost your business development strategy. Not only can you form long-term relationships with potential clients and business partners, but you get to connect at your own convenience.

Taking advantage of virtual networking allows us to connect with anyone from anywhere. There’s no longer a limit to how far we will travel to meet prospects, or a need to coordinate travel days into our busy work schedule. It also allows us to connect with others in different time zones, and then take our children to soccer practice later in the afternoon. The new virtual world we live in allows professionals within any industry to maintain a personal and work life balance.

Virtual networking is here to stay simply because of the convenience factor. Here’s how to take advantage of this new way of doing business.

Virtual Networking Can Still Be Personal

Just like you would talk about weather or traffic when meeting a prospect in person, you still need to add these casual conversational pieces into your virtual discussions. In other words, don’t make it all about work. Ask about a painting or photo someone has behind them during the video conference call. Ask them questions about their weekend or their hobbies. Side conversations like this make networking fun, memorable and personable. It’s these types of conversations that allow you to form long-lasting, valuable relationships with potential leads that turn into loyal clients.

Add variety to how you connect with your prospects. With the year 2020 behind us, you’ve probably heard or experienced what we often call “Zoom fatigue”. It’s true that being on video or on a long call can be exhausting, especially when you’re trying to separate personal and work life. Ask your prospects if they prefer to meet on camera or over the phone today. Who knows, you may find prospects in your local area who would prefer to meet at a coffee shop.

Other ways to stop top-of-mind with prospects is to share resources. After knowing your prospects interests and appetite for your services, share podcasts, blogs, videos or other resources you’ve found to be helpful. Connecting like this via email allows you to be seen as a valuable resource, helping the potential client to understand certain topics or gain industry insight.

PODCAST: THE MAGIC OF VIRTUAL NETWORKING

Virtual Networking Adds Flexibility to your Work Schedule

We now have the opportunity to network with people far and wide, whenever it works best for our work or personal schedules. You may find that fitting virtual networking into your busy work schedule is easier than ever. Maybe for you, scheduling multiple video conference calls in one afternoon allows you to cross multiple necessary discussions off your business development to-do list quickly and efficiently.

It may seem difficult to initially connect with new prospects. Once you have their contact information, offer a brief 10 to 15-minute phone call. Brief phone calls remain less intimidating than video conferencing. This phone call can be used to get to know what the prospect’s needs are, what they are looking for and how you can help. From there, having a follow up discussion via video can be a more beneficial use of time and provide an opportunity to share informed insight to what specific services or information the prospect is looking for.

Connecting virtually also allows you have to have multiple resources at your fingertips. When meeting virtually with a potential client, you can have their website up on your computer screen while you ask questions about their operations. Maybe you even skim through their LinkedIn profile during your discussion to speak to specific work-experience or skills the prospect has.

GENERATE LEADS WITH GOOGLE ADS

Stick to the Basics

One of the keys to networking is your follow through. Even when connecting virtually, follow up via email or phone to check in with the lead. Ask how they are doing, if they have any questions for you and maybe even bring up a topic of conversation you had together during the call. This is another opportunity to connect with the prospect on a personal level, and form a loyal working relationship with them.

When connecting virtually, be attentive. Give the prospect your entire attention by being in a quiet room with limited distractions and good phone service or a strong internet connection. Silence phone or computer notifications, just as you would in an in-person business meeting.

We get it. Life happens, and sometimes you will need to reschedule virtual meetings. Even though virtual networking is convenient because we can do it from our couch, the airport or the local coffee shop, being appreciative of the prospect’s time is critically important. Don’t forget to communicate in advance if you must reschedule.

The advantages to virtual networking are limitless. It brings ease to your work day, adds flexibility to your business development strategy and expands who you can reach for future business opportunities. If you haven’t added this into your business development strategy, what are you waiting for?! Take advantage of these opportunities, yet keep the foundation of networking skills in place. With these tips in mind, your business development strategy will reap the benefits of virtual networking long into the future.  

Thinking about hosting more virtual events to support virtual networking? Check out our blog post, How to Leverage Virtual Events in 2021


 

Client Satisfaction Blog

Borrow these 3 client experience hacks from DIY tax platforms

Client Satisfaction Blog

Right now, DIY tax platforms are designed for individuals with simple returns, and they don’t necessarily compete with CPA firms. However, their proactive communications throughout tax season are quite elegant and worth a closer look.

Leveraging their technology, these platforms communicate with customers and potential customers prior to tax season, during the tax preparation process and after. Since there is no personal relationship with a CPA, they enhance the client experience with regular, strategic email check-ins and feedback requests.

You may be very proactive throughout the year with your clients in an advisory capacity. When deadlines push and laws change rapidly, though, your firm could leverage marketing technology to stay in touch and productive.

Corporate clients are still run by individuals who are busy and don’t have time to check on the status of tax filings and payments or audits. Even so, they want to know that their CPA is on the job despite regulatory delays or deadline extensions. Take a cue from DIY tax services in these three ways to enhance your clients’ experience. They are simple and will be appreciated.

Hack #1 – Reminders to Connect

Once people have an account with a DIY service, the platform begins a series of emails with friendly reminders to get in touch. It’s their version of a tax planner, but they send it more than once to remind busy customers to get started.

Whether you are communicating with CFOs, administrators or owners, a series of pre-planning or reminder emails strengthens the client experience because it does not require the client to search through paperwork OR emails to find your firm’s instructions or request. When that reminder email shows up, your clients will appreciate the simplicity of following through.

These emails can be personalized and scheduled through your integrated CRM and marketing tools. In this DIY tax platform example, the email is reminding the client of a scheduled appointment. Busy people appreciate reminders.

Appointment Reminder Example

Hack #2 – Automated Updates

With unprecedented tax changes over the past few years, CPAs have experienced an endless tax season. So have your clients.

Amidst these changing tax laws, regulations and filing deadlines, the DIY platforms do a smart thing. They send regular updates to let customers know about the status of their returns.

Automated Email Updates

In your automated email updates, you can give a status update, but also proactively let the client know what it means and what’s next for them.

These updates calm client concerns or frustrations. You will potentially avoid multiple calls or emails from clients, which disrupts your team’s productivity. Use your technology to set up these emails in advance. They can be as simple as:

“Good news! Your tax preparation is underway. I will let you know when I have more details on your filing date. Thank you for choosing us.”

OR

“Thanks for your patience. We are waiting on information from the IRS regarding some aspects of your return, and we will update you on filing status by March 17…”

READ: Keys to Fostering Brand Loyalty for Your Firm

Hack #3 – Measure Client Satisfaction

DIY tax platforms always offer a survey or ask customers to review their service to help them improve it. The surveys are less than three minutes, but they target certain aspects of the tax filing process. They help the company identify service, technology or outcomes that people highly value or highly dislike.

Quality Customer Support

Through your CPA firm marketing, you can offer a series of multiple choice and open-ended questions in a short survey following your key tax or audit engagements. They can be automated like the DIY tax platforms to feed your firm information about the client experience.

Surveys should be analyzed for action steps that support future communications. They can also help you identify new services to offer.

Using these three client experience hacks from DIY tax platforms can optimize the great advisory relationships you have built with loyal clients. They will also help new clients feel like they made the right choice with your firm. If you need assistance with client experience communications or setting up your automated digital marketing surveys, contact us at Ingenuity.

View Ingenuity’s research and survey services.

Three Ways to Optimize Your Careers Pages video header.

Three Ways to Optimize Careers Pages

Website careers pages aren’t just for listing your job openings. They provide an opportunity for marketing the unique aspects of your professional services firm.

Communications Consultant Brooke Visser shares three ways to differentiate your firm on your website’s careers pages.

Check out this video or the blog post below to optimize website careers pages for maximum engagement and recruiting power.


If you prefer to read this content, the video transcript is below.

When people are looking for a job, the first thing they might see is your job posting. If they are interested, the second thing they will do is look at your website.

They want to know more about your firm, about your people and what it’s like to work there. Your culture. Your location.

You’re probably not the only firm they are researching. So here are three ways to stand out with the content on your Careers pages.

Number one. Don’t make them search for it. I recommend including a Careers tab in your website’s main navigation, not buried in the footer.

You can have subpages under the main Careers tab, such as benefits, current job openings and even some information about what life is like in your office locations. Make clicking easy.

Number 2. Write about your firm’s culture and why it’s different. Help visitors imagine working for you before they even send a resume.

Include photos of employees. Create videos of people talking about your firm. Or link your careers pages to positive reviews and testimonials.

Share workplace awards you have won. This helps candidates see that your workplace culture is validated by your employees.

Number 3. Build a marketing strategy that ties into your Careers pages. For example, write blog posts that support career development.

Showcase your top people on social media and use careers keywords that attract new candidates to your site. Analyze traffic to those pages to boost engagement.

Another tip: Make sure that the job sites you use are fully developed with your unique messaging and links.

Each job site is unique, but it should be updated with the right careers pages links, descriptions about your firm culture and any changes to your workplace policies or hiring approaches.

Leverage those careers sites to your advantage because they provide authoritative backlinks to your website, which help to boost your ranking on search engines.

If you have any questions about that and other digital optimizing, I’m ready to help at Ingenuity!

See how we helped this firm differentiate its culture through college fair publication advertising.

LEARN MORE ABOUT INGENUITY’S DIGITAL MARKETING SERVICES

Establish Your Firm’s Online Presence

Like many other A/E/C firms, you may feel like your marketing strategy needs a refresh. Maybe you notice that your firm’s marketing strategy continues to support clients you’ve worked with in the past, but the firm struggles marketing to prospective leads. The internet has changed drastically over the past few years. Firms can no longer get by with passively engaging with clients. Today, regular online interactions are vital to any business’ success. In this article we will highlight ways your firm can actively engage with current clients and generate new leads.

Spoiler Alert! To get new business you will have to brag about yourself. Here’s how to do that tactfully to attract quality leads and support business development.

Conduct Market Research

Market research is a key part of developing your marketing strategy. It’s about collecting information that provides insight into how your clients think, their buying patterns and specifics that may influence their way of doing business, like their location or job title. This research also allows you to identify and monitor market trends, and to keep a pulse on what your competition is doing.

It’s always a good idea to conduct market research once you are expanding into a new location, when you are providing new services or if you just feel like your marketing strategy is stagnant. This research will help your firm identify how you can stand out amongst your competitors and market for future work.

Build Your Firm’s Online Reputation

Has your engineering firm established a consistent online presence? Here are a few ways your firm can showcase itself as a thought leader by providing firm updates, informing your followers on industry news and providing project updates.

Utilize the Power of Social Media. Social media is a great tool to provide quick updates, and also is a very powerful way to attract and retain employees. Make it a priority to maintain these channels by posting updates at least twice a week. This type of engagement will establish a strong social media presence and help your firm create a targeted following. Social media platforms your engineering firm should consider using include:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Yelp
  • Glassdoor


Showcase Your Work Through Email Campaigns.
An e-newsletter is a convenient way to showcase current, future and past projects. Highlighting your work experience and innovative engineering designs may persuade potential leads to become a loyal client. This form of communication also serves as a way to keep your engineering firm top-of-mind. Your firm’s name and reputation are on display whenever you send a newsletter, and people will remember the work you’ve done after reading it.

READ: IMPROVE YOUR DIGITAL CAMPAIGNS WITH THESE THREE TIPS.

Maintain Your Website. Is your site easy to navigate? Does the site highlight previous work to showcase your firm’s expertise? Is your site showing up in a potential client’s online search? These questions are things to monitor and routinely ask yourself when evaluating the effectiveness of your site. An updated, easy to navigate and informative website increases your reputation and will encourage potential leads to work with your firm in the future.

VIDEO: PRIME YOUR WEBSITE FOR EFFECTIVE DIGITAL MARKETING

Online Advertisements. Google Ads or social media advertising is becoming a powerful way to reach potential leads. The online advertising tools allow you to group or segment potential clients based on certain characteristics, such as; location, job title and what services they are searching for online related to your engineering firm. Provide a resource for users who click on your ads. This take-away allows the potential lead to learn more about your firm and your thought-leadership within the industry.

READ: LEARN HOW GOOGLE ADS HAVE BECOME A POWERFUL TOOL FOR LEAD GENERATION.

Ask Clients to Write A Review. Reach out to a few of your loyal clients, asking if they wouldn’t mind writing a social media or Google review for your firm. These reviews are public, so anyone who searches for your firm can find them. Word of mouth is a powerful marketing tool, and these personal accolades to your services will go a long way when persuading others to work with you in the future.

Showcase Your Firm’s Expertise

It’s time to take advantage of the marketing tools available to expand your engineering firm’s online presence. You may find that showcasing the work you’ve done, the awards your firm receives and publicly recognizing employees will not only drive business development. It may lead your firm to retain key employees, strengthen current client relationships and improve your firm’s presence within the community. Start implementing these marketing elements into your firm’s strategy to reap the benefits.

Learn more about how Ingenuity can support your firm when conducting marketing research to identify fresh ideas to position your firm as a thought leader within the industry.


How to boost your satisfaction rating

Gather Experience Data Through Effective Interviews

How to boost your satisfaction rating

Ask enough people about their expectations, and you can identify some universal themes about why they choose you. However, surveys can only do so much.

Your experience strategy should include interviews. You can ask deeper questions based on each person’s individual preferences and concerns. Here are some interviewing techniques that can help you get beyond general satisfaction ratings.  

  1. Ask a question and be quiet.

Wait patiently for the person to elaborate. Silence will feel uncomfortable, but don’t rush to fill it. Give the other person time to think, and their answers will be more detailed. If they become quiet, ask if there is anything else that comes to mind. And be quiet again!

  1. Ask for examples.

You may have some prepared questions experiences, the level of quality you deliver or how people feel about your team. The best interview transcripts also include real examples of how great service showed up.

If someone says that the programs or services you deliver are “high quality” or “informative,” ask them for an example. Specific examples will help you identify actual results while defining what “quality” and “informative” actually mean.

  1. Repeat what you heard.

Show that you are listening. Paraphrase what you heard the person say, and you will get them to reinforce or clarify with additional details. “What I’m hearing is…is that right?”

  1. Make it a conversation.

People can get nervous and short with their answers if you keep asking questions and don’t participate in the conversation. You are creating an experience during the interview, and it’s a great technique to share a story of your own that relates to what the person just said.

A conversation puts your clients at ease, making it more likely that they will open up and be honest about their experiences. When they are honest, tell them how much you appreciate it — whether the feedback is good or bad. It is all constructive feedback to help you improve your service delivery.

  1. Tell them what’s next.

Make sure to tell people what you will do with their responses. They want to know that they are helping you and that their input will result in something good.

If you are collecting testimonials as part of the interview, let them know that you will follow up soon to have them review some comments. Tell them that their feedback will be analyzed for improving service delivery. Let them participate in the future success of your team.

As a final tip, interviews can seem like an intrusion, but an email script can help you invite people to participate at a time that is convenient to them. Let them know how long the interview will be, and offer to send questions ahead of time. All of this will support more scheduled interviews and good data to support your experience strategy or service standards.

Even a half-dozen interviews with your best clients or members are worth the time.

Interviews support strong brand positioning in your market. Read about 4 ways to enhance client service, based on years of client research by our team.

 

Illustration of rocket ship shooting up into the sky.

How to Set Your Association Apart from the Competition

Illustration of rocket ship shooting up into the sky.

2020 has brought a new way of thinking, and has presented many challenges, for associations in any industry. The way associations connect with members, provide networking opportunities and encourage professional development now looks very different. Associations are being forced to move all of their services online, and while we all hope to get back to regular in-person events in the future, virtual connection will likely remain a vital way to connect with members far and wide.

Connecting with members and encouraging meaningful conversation is more important than ever before, but all associations are asking the same question: How can we encourage members to engage in the virtual world?

What Are Your Members Interested In?

It’s likely that you have data on where your members are from, the company they work for, their job title, what events they have attended or what topics they care most about. During a period of change and uncertainty, it’s important to reconnect. Survey your members to learn what topics are most important to them. You can also learn more about the times of day they are most likely to engage with your association and how they prefer to hear from you. Take these results and build a new marketing strategy around them to increase engagement with your current members, and to increase future member enrollment.

Not only do associations need to learn more about their members, but it’s crucial to stay on top of industry trends. What do your members need help preparing for within their industry? Based on the answers you receive; your association can take advantage of any gaps by offering support and guidance regarding these new trends.

Survey tip: When collecting information from your members, ask if you can interview them to hear more specifics about their experience. Share these interviews far and wide to promote events, encourage member registration or use them to create fun social media posts. Someone’s personal experience with your association may spark new engagement. Conducting interviews also allows you to gather more in-depth knowledge into how members feel about your association. This is your chance to ask what you are doing well and what can be improved.

READ: LEARN HOW TO MAKE YOUR SURVEYS VALUABLE AND EFFICIENT

What Are Your Competitors Doing?

It’s challenging enough to motive members to attend another virtual event, but even harder when competitors are also sending out marketing materials promoting similar events. A competitive analysis provides insight how your association can set itself apart. Once you have reviewed the competition, you can start to identify gaps in your marketing strategy. 

It could be as simple as this. After conducting competitive research, you’ve discovered that your competitors are offering many networking events in the late afternoon throughout the week. Your association has been wanting to host a networking event, but now you have information to set your event apart. Your association decides to host coffee networking opportunities so that members available early in the day will be able to attend. You may be surprised how simple adjustments, or differentiators, can draw people to your association. 

READ: TYPES OF RESEARCH AND WHY IT’S IMPORTANT

Freshen Up Your Brand

Even though we are all working remotely and adapting to receiving most (if not all) of our information digitally, people want to connect! Current and future members are craving opportunity to discuss pain points or solutions within their industry. Even though the future may seem bleak, now is the time to freshen your association’s image to stand out and reconnect.

A new brand image can speak to a new audience in the future. Modernize your image and marketing strategy to appeal to the next generation in the work force and to continue connect with those that have been with your association for a while. 

An example: Wood Component Manufacturers Association (WCMA) felt like their logo was outdated and didn’t connect with their younger members. They decided to refresh their image to set their association apart. This resulted in a modern aesthetic for their logo and brand perception. 

Finding new ways to connect with your members is more important than ever. As your members adapt to new work styles and trends, your association must do the same. Think through how surveying members, researching your competition and a brand refresh can boost your member engagement to new heights. 

Looking for assistance to help set your association apart from the competition? Learn more about Ingenuity’s association marketing experience.


 

Video header for Christine Nelson's "4 Ways to Maximize Your International's; AEC Marketing" video.

4 Ways to Maximize Your Internal AEC Marketing

Are you feeling limited by how you can differentiate your firm from its competitors? In this video, our Lead Communications Consultant shares four ways to maximize marketing efforts to help your AEC firm stand out. Check out this video or the blog post below to learn more about the importance of research and analysis, how to maximize marketing in proposals and how marketing can support your firm’s reputation.

Architectural, engineering and construction firms have a unique environment for business development, with limitations on how they can approach differentiation. 

Despite these limitations, we’ve found that marketing can be maximized in several ways to help you stand out from competitors.

To really maximize your marketing, here are four ways to make sure you’re getting the most from your efforts.

1. Outsourced Research and Analysis

Sometimes you’re too close to the business to see threats or opportunities. Through branding research, competitive research, market research or search engine optimization research, you can identify strengths to leverage in your marketing and business development.

For example, a recent content audit we conducted identified several ways for a regional engineering firm to leverage the great content they’ve already created and align it with business goals. 

2. Maximize Your AEC Marketing in Your Proposals

Much of your advantage is how you present information. Identify and incorporate competitive messaging, but also communicate with charts and strong visual images to reduce your word count.

Developing better templates can also streamline the process and avoid repetitive copy. 

My third and fourth tips are somewhat tied together because they are about your reputation. This includes traditional and online reputation building.

Your content, social posts, public relations and your visual brand all work together to put your best foot forward – especially with so much of your firm being viewed online these days.

You want to ensure a great first impression. Besides great content, your SEO keywords help new leads find you quickly online.

3. Keep Doing PR Through Industry Publications and Apply for Awards

Those activities attract interest in your team’s knowledge, and they keep your firm’s name in front of people in between projects.

4. Do Research on the Best Search Keywords for Your Firm

Use those keywords as inspiration for fresh articles and social posts. Create buzz around the services you want to be known for.

When looking ahead at your big vision to attract future business, do your research, enhance your proposal process and stay visible through PR and optimized search strategies. That’s it!

I’m happy to answer your questions here at Ingenuity. 


Your firm may have the opportunity to supercharge its marketing efforts through partnership or referrals. Learn more about this marketing strategy!

 

How Are Your Digital Campaigns Performing?

How effective are your digital ads?

You have probably implemented digital campaigns into your marketing strategy, but do you routinely monitor them to see how they are performing? Monitoring results allows your firm or association to keep a pulse on what’s working and what’s not. If you’re seeing positive results, keep doing what you’re doing! But we all usually have areas we want to improve and business goals we strive to meet.

Implement these quick takeaways to improve common problem areas in digital campaigns.

1. Improve Open Rates

Encourage more people to open your email campaigns by grabbing attention with your subject line. The subject line should be a brief summary of the information in your email or newsletter. Best practice is to keep your subject line no longer than six to eight words, or 60 characters.

Try A/B testing to see what subject line resonates with your audience. A/B testing allows you to create two or three subject lines. Your email marketing platform will monitor how each subject line is performing with a small segment of your email list, and then distribute to the rest of your audience using the subject line that performs the best.

Try incorporating numbers or questions into your subject lines to catch the reader’s eye. “Have You Registered for Our Webinar Series?” or “2 Tips to Make Tax Filing Simpler” are examples of how to make your email stand out.

2. Click, Click, Click

In any digital campaign that you have; whether that’s an email, Google Ad or social media post, you want people to click on the links that you’ve included. These links should drive viewers to your website to learn more about your firm or association. But how do we get them to actually click the link? It’s not always as easy as we hoped!

Here are a few quick tips to get people clicking on your digital content:

  • Make your digital campaign and website mobile friendly. We are all on-the-go. Some people clicking on your google ad or reading your email will be on their phone. Having a mobile friendly site ensures your new visitors won’t leave right away.
  • Incorporate images. Digital content with images tends to have a higher click rate.
  • Encourage clicks by offering more information through the link. Use words like “learn more,” “download” or “check this out” in your call to action to spark interest.

3. Follow Up with Leads

The purpose of your digital campaigns can vary, but at the end of the day, we all want our marketing strategy to support new business development.

You loop people in with an intriguing subject line or header, the engaging link makes people click, but now what? Offer a resource to position your firm as a thought leader and to collect contact information. Once you have this contact information, it’s so important to follow through with these new leads. In our latest podcast, Marketing Made Simpler for Busy Professionals, we share tips to make business development a priority, such as setting aside specific time to reach out in your calendar. It’s a task that can’t be passed up. Get to know how you can support them and become top-of-mind when they need your help.

Start incorporating some of these best-practices today and monitor your results to see the improvement!

Integrate Google Ads into your business development strategy. Here's how!