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Road block with text "Digital Advertising Roadblock?"

Digital Ads: What Am I Doing Wrong?


Albert Einstein said it perfectly, “Insanity: doing the same thing over and over again and expecting different results.” If your current digital marketing isn’t producing desired results, then shake up your marketing plan and try something different.

Robert Wasiluk, Ingenuity Marketing Group’s lead design consultant, is an expert at implementing engaging digital marketing strategies. In this short video he talks through the essential components that help get digital ads (as part of your marketing plan) back on track.

A major component of a successful digital ad campaign is capturing the lead’s contact information. While this seems obvious, you may be surprised at how many digital marketing ad campaigns aren’t properly linked to a landing page that collects emails!

If you think your digital marketing plan needs a refresh or a complete overhaul, contact us. We can evaluate your current marketing plan and ad campaigns for recommended improvements.

For additional best practices to create engaging, persuasive and reputable online ads, read our blog about maximizing your online presence through Google Ads.

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

Has your digital ad campaign hit a roadblock?

Let me help you get “un-stuck.”

Let’s clean the slate. Draft a new concept.

It’s important to use an engaging headline. And what do I mean by “engaging?” Surprise them. Make it memorable. Make them feel something. Bonus points if you can include your call to action and target keywords in your headline.

Make sure you are using your company name, logo, brand imagery and colors in your digital ads.

Your ads should also be linked properly to a web landing page that captures emails. 

And finally, make sure your ad analytics are working properly to measure results and avoid going over budget.

As always, I’m here to help with your ad campaigns or digital marketing. Contact us at Ingenuity!

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Simple, Yet Effective Ways to Attract Great Candidates

The job market has shifted, making it harder to recruit new talent, and almost impossible to recruit great talent. What can your company do to ensure you’re only attracting the best candidates? Candidates today are looking for much more than just a paycheck; they want work/life balance in a location that supports their lifestyle and budget. Through effective brand positioning, your company can highlight its culture, and a potential employee can envision their career AND life when working with you.  

Whether a candidate is relocating or looking to work at a different company, they will likely do research. A simple way to help with this is through your company’s website. Add interesting facts about the company, including information about the city where the company is located and things to do in town. Add current employee testimonials to your website; this adds authenticity and provides insight into your company’s inner workings.

Glassdoor and Google Business can be crucial when it comes to employee recruitment. Most candidates will check out a company’s reviews before they apply, so it is imperative that you monitor how your company is doing! Ask current employees to leave reviews as well to boost your company’s ratings.

This video, with Christine Nelson, is chock full of tips and tricks to help with your brand positioning for candidates. If you need help tailoring your inbound marketing to attract great applicants, don’t hesitate to contact us at https://ingenuitymarketing.com/contact.

When you’re looking to increase brand perception externally, it’s important to start from within. In our article, The 7 Habits of Effective Employer Brands, we provide strategies to create a more inclusive and cooperative company culture.

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

Recruitment is a major concern across many industries.

So, how can you make your firm stand out and attract great candidates?

I will tell you four ways.

First, have a section on your website devoted to what it is like to live AND work in your city.

You may have one office or several, but candidates want accessible information about the culture, cost of living and lifestyle as a future employee. You can find this information elsewhere, but it’s nice to have it on your website. Despite remote work trends, candidates are still willing to move to the location of their jobs IF they can afford it and IF the schedule is flexible.

Provide easy links to city information and include employee testimonials about why they love their lifestyle at a particular location.

If you are open to remote hiring, however, by all means include that in your job descriptions. It’s a small thing, but candidates notice it immediately.

My second tip is to promote your firm culture beyond images of employees socializing. Candidates are actively exploring and asking questions about whether or not the firm’s values align with theirs. They also want clear career advancement and development tracks.

Offer specific examples about how your firm is inclusive and socially responsible. Show them, ideally through images and video, how they can improve their career AND life by working with you.

Candidates compare compensation and benefits and work-life balance, but they also want to know if your firm is keeping up with the newest technology. So, my third tip is about investing in resources and tools that help employees do their jobs well.

This may include better workflow tools and upgraded software, but it also could include a larger monitor for their home office or an upgraded business cell phone.

Whether you are in a hybrid or remote work environment, make sure that your tech support information is shared with candidates.

And my final tip is about monitoring your digital reputation. Job sites such as Glassdoor allow current and past employees to leave reviews about what it’s like to work at your firm. Good candidates may or may not apply to your firm if you have too many negative reviews.

It’s ok to ask current employees to leave a review on Glassdoor or Google Business. Ask if they are willing to share their honest experience on these sites. If you are concerned about employee reviews, then it’s a signal that you may have other issues to address.

If you need talent, you HAVE to constantly monitor and improve your digital visibility, your communication and online reputation. Talk to us at Ingenuity about better strategies for recruitment!

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Personas, also known as audience profiles or target markets, are a description of the types of residents and influencers who choose your services.

They apply to senior living marketing whether you’re a marketer or owner of the community, and they should be a key component of your market research.

There are three big reasons to create and use personas — and to update them. They focus your marketing, assist with prospecting and train your team on client service. All of these areas affect your brand positioning because potential residents or family members of residents need to quickly know that you understand them and that your community is the right fit for them.

1. Personas for Marketing

Effective marketing campaigns include messaging that offers solutions for residents and their families. Marketers and community owners use personas to speak to those individuals in a relatable way. Personas ensure clear direction, which helps write more targeted copy and choose the best methods for advertising.

Personas should include a description of your target resident(s): their challenges, dislikes, goals and desires. These descriptions will help you focus your marketing messages on how your services bring solutions and support their goals. By articulating how you best serve the resident, you are differentiating your brand.

Whether you are writing blog posts, creating an ad campaign or writing website copy, personas will help you create content that fits the residents or potential employees.

Writing to your persona will help you avoid the common problem of writing all about your community instead of what your audience really wants to know. Can you help them find the right home, and what is the first step to secure their spot and move forward?

If you aren’t sure of your potential resident’s dislikes, interests or desires, interview your current residents and discover how you are currently solving their problems and helping them. Their stories will help clarify your brand positioning. You can include that feedback in your persona description!

2. Personas for Sales

When having sales conversations, one rule of thumb is to have the prospective resident speak two-thirds of the time and to actively listen to their answers. To get them talking, you need great questions. But don’t just ask any question. Ask a question related to your brand; convince them that you are the best choice.

A persona description will help you develop sales questions that relate to your target resident to qualify them, but also to get them talking about what’s most important to them in a senior living community.

For example, if you have a process in place for holding safe social gatherings for residents, ask a sales question like, “How important is it to you that your community holds regular social gatherings where you can mingle with other people in a fun, safe and supportive environment?”

It’s likely that the right resident will say that it’s very important. Now, this gives you an opportunity to talk about the different types of social gatherings you hold at your community, including that newly remodeled back patio where residents dance the night away on beautiful summer nights.

The persona description helps you prepare for these conversations with confidence and consistency.

3. Personas for Strengthening Census

Once you attract a new resident — or family members involved in the decision — you can use your persona descriptions to address how to improve customer loyalty. The descriptions can be used to train your staff on customer service expectations, how you solve problems and how you make a difference.

You can even create persona descriptions for staff, referral sources and influencers. Help your management or marketing team understand how to develop industry connections that can refer new opportunities to your independent or assisted living community. Everyone can take ownership of your brand positioning with the right knowledge. Personas are just one way to do this.

One last tip: Senior living marketing needs to be personal, but how do you know you are appealing to real people online?

Send me an email and let’s chat about marketing automation and other opportunities to ensure you’re meeting your census goals and talking to the RIGHT-FIT resident or future employee…every time. 

Navigating your business into a new market

Transitioning into a new market can be challenging for any business. In this video, Dawn Wagenaar, Principal of Ingenuity Marketing Group, goes over some of the key factors to consider when exploring a new market base.

One of the most important preparation steps is market research. It is crucial to know who your competitors are as well as how your competitors are doing in the market space. Are there things that your competitors are doing (or not doing) that your company can highlight as strengths?

Now that you’ve researched your competition, it’s time to identify your target audience. Are they attending events? Are they involved in organizations? If so, is there a way to get your company’s name in front of these potential leads as part of your marketing strategy?

Market research is multi-faceted and can be confusing even if you’ve done it before. When you need assistance into a new market, contact us at Ingenuity!

Looking for an in-depth analysis. Learn how market research can help validate your business decisions and move your business forward.

When reaching out to a new customer base, it can seem daunting at first, but trust me, you can win over a new market. But first, where do you begin?

Do your market research. Is this new vertical growing or is it stagnant? What are the top industries in that market?  What is the labor market like?  How can your firm grow in this market?

Then you need to identify your competitors. What are they doing right? Look at the areas that you can compete on based on what they are doing or not doing.

This is the stage in the process when you need to identify your target audience. Research their demographics. Determine what events they attend or organizations they are a part of. Will you need to hire additional team members or can your existing team develop these new relationships or can your current clients give you referrals into this new market? Be sure to incorporate in-person networking and sponsorship opportunities into your strategy.

The last thing to do before branching out is to identify barriers to overcome and define clear goals to measure your progress.

It’s a marathon and not a sprint when building new relationships and visibility in a new market or city.

Let me know if I can help. Good luck!

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‘Hey Google’ What’s New?

The average person doesn’t usually stay “in the know” about upcoming changes with technology. We created this video to provide you with some tips on using Google to your advantage both as a lead generation tool and to assist with content marketing, considering the new 2022 and 2023 updates.

In this video, Shannon Bohnen goes over three of the updates that Google is introducing in the upcoming months and gives advice on how to make the most of the new features.

For example, if your business is currently using Google Ads as a lead generation tool, you’ll be excited to learn about Google Performance Max, a campaign that helps automate your ad process while increasing your brand awareness.

Check out Shannon’s video to learn more about the Google updates and find out how those changes can enhance your content marketing and work as a lead generation tool.

Want to double up on your lead generation efforts? Check out our article on how to get more leads from your website!

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

Using Google as a lead generation tool is not easy. If you’re serious about making it work for you, you have to keep up with updates and trends.

So, what’s new with Google? Here are three things to consider in the coming months:

Number 1. Switching to GA4: Google wants you to start using Google Analytics 4, starting in July 2023, but you should get familiar with the platform now.

The main differences between Universal Analytics and GA4 are key performance metrics and goals. Ask the Google person on your team to add a GA4 property to your website, so you can start collecting data now and use that to determine next year’s goals.

Number 2. What’s new with Google Ads? Google is promoting their new Performance Max campaign track. With Performance Max, you tell Google what your budget is, what your goal is and they will shoot out Display ads, you’ll have your ads on Gmail, Discover, Search and YouTube as well. If you go this route, your ads will be everywhere.

This can be good if your goal is brand awareness and you want to automate the process as much as possible. With this campaign, you don’t have to write ads. You don’t have to adjust anything; you’ll just start gaining impressions.

Number 3. My third tip is for Google Search. Of course, search is getting smarter all the time. So, what does that mean for you? Your content marketing should work for both robots and humans. If that’s possible.

For example, Google will rank you higher when you cut to the chase: Write “we’re thrilled” instead of “we’re very excited.” And use politically correct collective nouns like “personkind” instead of “mankind.”  

As always, if you have any questions at all, let us know and we will get you on the fast track to success on search, ads and analytics. Until next time!

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Christine Nelson of Ingenuity Marketing on designing great logos.

Why Great Logos Start With This Research

When you are creating a brand, merging with another company, or rebranding, what do you need to consider when coming up with your logo? Start out by asking yourself what your company or your brand stand for. How can you convey those feelings and emotions into a logo? Who is your competition and what do their logos look like?

Set yourself apart from the competitors by creating a logo that tells your brand story, excites customers and is recognizable in all formats (digital, print and on logo wear).  

Check out Christine’s video to learn more about creating a logo that reflects your brand and tells your story.

After this food for thought, do you think your brand needs a refresh? Learn more about creative rebranding tips here.

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

When you need to refresh or create a new logo, it may be a standalone logo OR it needs to be part of a logo family.

Your logo needs to be fresh for today, but also resonate in the future.

A logo should make sense to the audience and tell them a story about your business.

Great logos do these things. They are fresh, emotional and they tell a story.

To achieve a great logo, I’m going to share the research we use here at Ingenuity. You can do this too!

Explore your competition. How can you make your logo stand out from their logos?

Also, check your state for any restrictions on logos. In some states professional services company names, and therefore their logos, have stricter design limitations.

A big piece of logo research is your brand story. Without a clear brand story, it is harder to design a great logo. Include your core values, differentiators, founding story and business purpose in this research.

Another tip. Make sure that your new logo will look just as crisp and vibrant in digital formats as it will in print, on your logo wear and on signage. Logo color choices, font size and style are important areas of research and decision-making. Color choices and clarity should also observe ADA guidelines so that when your logo goes on a website, it’s visible and clear.

These are just a few areas of branding research to help you design a great new logo. When you do your homework on your logo, it makes marketing much easier, too.

Reach out if you have any questions about brand positioning and logo design. It’s what we do!


Shannon Bohnen, Digital Communications Consultant at Ingenuity Marketing Group.

Inbound Marketing: Think Like a Buyer


We recommend performing keyword research, looking at projected search volumes and competitor metrics then digging into your verticals extensively to find the right keywords for your target audience.

Search engine optimization is a great place to start.

Watch this video to learn how to use the right keywords to drive the right people to your website using inbound marketing and SEO.

Do you want the right website visitors? I am offering an SEO analysis right now at a discounted rate to help your website attract better business leads. Just send me your email in the box below!


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

    When I think about search engine optimization, I think about two things first. I think about how visitors search for services, and I think about how search engines offer matching results.

    The art of search engine optimization is to make sure that your website is ranking for the right types of keywords.

    If you are an association, a keyword such as “membership” may not work. You might get visitors searching for gym memberships.

    If you are a professional services firm, you probably want to target your service areas and industries rather than generic keywords such as “professional services.”

    Basically, think like a buyer when building your keyword list. But then, you have to monitor who is coming to your site. Are they the right visitors who could become clients?

    Just as important for SEO is what you want visitors to do when they arrive at your site. You have just a few seconds to grab their interest and help them see that you have what they need. Make sure that each page focuses on the visitor and requests an action. They should sign up. Download something. Or contact you.