Whether you own a small business or lead a large organization, finding new ways to meet objectives can be challenging. Developing a marketing and communications plan can help you identify creative new sources of revenue. From targeting new customers to reeling in potential donors, your marketing strategy is key, and incorporating web services into your overall plan is crucial – after all, your website is the unsung hero when it comes to boosting your brand and increasing earnings.
In today’s digital age, most people rely on the internet to gather information about a potential vendor, investment or product. In many cases, when a user doesn’t know where to look, he or she will engage in a Google search, entering key words to lead them in the right direction.
According to Moz, the average Google search session lasts just under a minute. This means your website needs to appear high in the Google search results listings in order to gain new views, which means paying attention to your search engine optimization (SEO) strategy.
What is Search Engine Optimization?
Search engine optimization is the practice of writing and posting web content in a way that encourages search engines to promote it to searchers. Because search engines like Google use an algorithm that helps connect users to content that best matches their search criteria, writing content with this algorithm in mind can be a highly effective marketing and communications strategy for bringing in new business.
Search engine optimization is a complex process that aims to put your company’s name and website in front of more potential customers. While this may not seem like a top priority but instead like a complicated way to spend man hours, it is actually an important strategy for successful online marketing. As a business owner in the Des Moines metro area, this is just another way for you to stay ahead of the competition and see more dollars.
Why Should Your Business Implement an SEO Strategy?
Enhance your company’s web presence by incorporating SEO into your marketing and communications plan. Search engine optimization is a the process of raising your online visibility, and a detailed strategy can help you get the attention and results you need to bring in new customers and encourage repeat clients. In fact, there are three main reasons to implement this type of content strategy: (1) to improve search engine results rankings, (2) to connect with customers more effectively and (3) to establish local authority.
1. You Want to Rank Better in Search Results
Typically, a person uses a search engine to find businesses, choosing — whether they realize it or not — based on rankings. If you’ve performed a Google search for your services and location and noticed your business’s website didn’t show up on the first page of results, you should start looking into SEO strategies. Think about it logically: How are potential customers supposed to find your company when most internet users don’t look beyond the first page of search results? This is where an SEO strategy can make a big difference.
Additionally, by designing content specifically for a local audience, a strategy known as geo-targeting, you can better hone your strategy and bring in more business. Search engines like Google take geo-targeting into consideration when displaying web pages, meaning your company’s website could rank higher with a local-based strategy. An experienced blogging team can not only boost your website’s traffic by increasing visibility with searchers, but also keep up with algorithms, relevant industry topics and local keywords.
2. You Want to Connect With Customers More Effectively
Without the right SEO strategy, it can be difficult to reach your desired audience. In the Des Moines metro area, there is a lot of competition, so you want to have a strong, professional web presence that encourages potential clients to choose you. But if they can’t find you on the web, then they can’t choose you. With a detailed marketing and communications plan that includes SEO, you can better reach your audience and hopefully convert curious searchers into clients.
3. You Want to Establish Your Local Authority
Potential customers want to know that the business they are researching is trustworthy and competent. As a part of search engine algorithms, a large emphasis is placed on having authority as a business, including knowing what you’re doing and providing information to customers effectively. Additionally, if your content uses proper geo-targeting for the Des Moines metro area, for example, people living in Des Moines will see you are knowledgeable on the area and have experience in the industry.
Establishing trust and local authority through SEO can directly influence how your customer base grows. The more content you produce, the more trust you develop with the search engines and the better you will rank, giving your company a competitive edge when it comes to a potential customer’s first impression. In fact, “72% of consumers who did a local search visited a store within five miles,” according to a 2017 study by iMPACT. This means that ranking higher for a local Google search for your local services could significantly improve traffic to your website – and hopefully help bring in new revenue. Through detailed web pages, blog posts, and more, you can build a relationship of trust and authority, not only with search engine algorithms but also with searchers.
Should You Hire an Outside Company for SEO?
If you own or operate a business, your time is likely stretched thin already, and curating new content on a regular basis would only further stretch that time. Hiring a company that specializes in web content and maintenance can help you improve your website’s visibility in a simple Google search, as well as posture your business as a local industry expert. Among other things, a company experienced with writing for SEO adapts your website to increase visibility.
If you need help starting a blog or improving SEO on your current website, contact Enterprise Iowa. We help clients generate new, engaging blog content to entice new customers and retain existing ones.
While many issues tend arise when we are least prepared to deal with them, organizations with clear crisis communications plans are in positions better suited for success. In moments of panic, business leaders can often make decisions on a whim, which may reflect poorly on their organization. Creating a crisis communication plan ensures that your entire organization is prepared to deal with communicating with your clients, customers and colleagues when a critical issue arises. Communicating the plan to your entire team and confirming it is well-understood among employees is equally important as the plan itself.
If you’re company is in the not-so-unique position of being without a crisis communication plan, don’t stress. Getting started is as simple as following these six steps.
1. Create a List of Emergency Scenarios
A great place to being is by creating a list of crisis scenarios that would require communications should they occur. Try to think about each and every aspect of your business and how each crisis scenario would impact the day-to-day operations of your customers, clients and employees. For example, is your website down? Is your payment system malfunctioning? Has your office lost electricity? All of these things have an impact on your customers and clients, and you should be prepared to keep them informed to avoid chaos.
2. Determine How You Will Communicate
Every organization has a unique audience. Think about how you would best reach that audience when something goes wrong. Some scenarios may require an email while others may only require a simple message on the home page of your website. Other scenarios may require all of the above. For example, if you are a retail establishment or restaurant facing a loss of power at your location, consider social media as being a possible tool to spread word to current and potential customers. Alternatively, if your organization focuses on web development and has suffered a bug that needs fixing, perhaps a website disclaimer or digital newsletter push would be most effective for reaching your client base. However you tend to communicate with your audience on the best of days is likely going to be the same method to communicate with your audience in a time of crisis. In some instances, you may choose to communicate on more than one channel.
3. Write Copy for Each Scenario and Communications Channel
Now that you have identified all issues, both minor and major, you need to determine what the message says. Depending on which communications channels you use, you may choose to alter your message slightly between channels. Work to produce copy that is clear, concise and appropriate for the chosen communication channel(s), and be sure to avoid further inconveniencing or confusing the audience. Put yourself in the customer’s shoes and think through all of the questions they might have and try to address those questions in your messaging.
4. Review the Copy With Your Entire Team
Once you have prepared copy for each scenario, give your team with ample time to review and provide feedback. Members of your team may have a unique perspective to share and may be able to point out additional details that should be included in the messaging. Taking time for this step will ensure that all the important details are covered and that all team members understand the messaging being provided to customers. Making sure the entire team is providing the same consistent message throughout the duration of the “crisis” is vital to successfully getting through it.
5. Create a Templated Guide With Each Scenario and the Associated Messaging
If you plan to use your bulk email service to send out crisis notices, take the time to prepare a draft for each scenario in your system. With the drafts already created, it is simple for a team member to push send on a predetermined email your audience. For other communications channels, such as social media, prepare a simple document that outlines the message for each scenario so that each message can simply be copied, pasted and posted. Your team will be grateful for anything that makes it easier to distribute out a timely message in a time of need.
6. Create a Matrix for Each Scenario
If your company has a lot of scenarios, types of customers and varied communications methods, it may be helpful to create a matrix to outline each scenario and determine who will receive the message, which communications channels will be used to communicate, and how soon and how often communications should occur. This is yet another way to keep your team on the same page and avoid panic when a crisis arises. A matrix can serve as a map so that no decisions are made in a panic.
Creating a crisis communications plan takes collaboration and critical thinking skills. Depending on the complexity of your business, the process to create a plan can be time-consuming and requires careful attention to detail to ensure each component is clear, concise and easily implemented, making dealing with the crisis less cumbersome. The marketing team at Enterprise Iowa has the ability to create a detailed and efficient crisis communication plan to encompass all aspects of your business, ensuring your company is thoroughly prepared to communicate like a pro even in times of crises. Contact us to set up an appointment to discuss devising a unique crisis communication plan for your business.
Business leaders work hard to strike the balance between all of the day-to-day functions necessary to keep things running smoothly. From customer service to financials, marketing and communications functions can often get lost in the shuffle. Amidst the chaos of everyday business practices, it is important to have a marketing professional on your team who can help you look beyond today and plan for tomorrow, next month and next year.
It’s no secret that when push comes to shove and budgets get tight, marketing dollars are often reallocated to other areas. Setting aside time to create an annual marketing plan and budget can set you up for success long-term and ensure communications strategies are executed within a desired timeline and within the predefined cost parameters. In fact, planning ahead and creating a detailed marketing budget is a vital process in setting up your organization for success – and your team will surely thank you for taking the time to analyze all available opportunities.
Follow these tips to ensure that your annual marketing budget will set up your organization for success.
1. Do Your Research
To avoid falling into the habit of simply re-implementing your previous budget, take time to do some research. Look through all your passed expenses and analyze them. For example, if your organization participates in conferences and trade shows, take time to review the smaller details, such as the dates of those conferences, the costs to exhibit and the benefits of participating. If you are considering advertising opportunities, review the costs of each option and compare that with the potential return on your investment. The costs and benefits of various opportunities change from year to year, so it is vital to do your research each year to ensure you are still making the best, most informed decisions for your business.
Bonus tip: Be flexible. It is okay to swap out an opportunity mid-year if new information has been presented. Don’t set your budget in stone, missing valuable opportunities because you’re afraid to be flexible and make small (or big) changes.
2. Understand Your Budget Parameters
After you have thoroughly researched all the available marketing opportunities for your business, work with your management team to determine what type of budget you have available. Having these numbers upfront will help you mold and prioritize your budget to meet the needs and constraints of your company.
3. Make Decisions Based on Annual Goals & Objectives
As you mold and prioritize your budget, it is important to reflect on the strategic goals and objectives of your organization for the year. Having these goals in mind will help you determine where marketing dollars are best spent to help your company reach them. For instance, just because you have always participated in a certain trade show or have always advertised in a specific publication does not mean that those marketing activities make the most sense for your current goals and objectives. Reevaluation is key for amplifying your return on investment.
4. Think Ahead
Thinking beyond the current state of your business and planning ahead for change can be a massive benefit to your company. For example, maybe you have an exhibit display that is old and outdated. And maybe you’re also scheduled to go through a re-branding process during the budget year. Well, consider making additional dollars available for updating the display after re-branding efforts have concluded.
Alternatively, perhaps you work on a different budget cycle than the organizations you partner with. Planning for potential rate increases can ensure you will still be able to participate in marketing and communications activities with those organizations during your next budget cycle. You should always leave a bit of cushion in your budget to compensate for this potential scenario.
5. Make Sure Your Entire Team Agrees
Once you have worked through all of these details and have made tough decisions about where your marketing dollars should be spent for the year, take time to sit down with your team. Discussing the budget terms with your team will ensure that you are all on the same page regarding how dollars should be spent. It also provides time for you to pitch your plan and provide details pertaining to your research and how you determined the final budget plan. Lastly, it allows your teammates the opportunity to share their perspectives and to help identify any possible holes in the budget. Making sure everyone is on the same page from the start of the budget cycle will ensure that there are no issues as you start your new budget year.
6. Get an Expert Opinion
If you follow these steps, you can have confidence that you’ve created a strategic budget to suit all of the needs for your organization. However, finding the time to sit down and do it all is a whole different story; many business leaders find they simply don’t have the time to spare, therefore they stick to the status-quo. This is where hiring an outside agency can be extremely beneficial.
At Enterprise Iowa, going beyond the creative realm of marketing is our specialty. We are truly strategic thinkers with the ability to analyze all angles and objectives of your organization to provide a clear strategy for reaching them. Our team can look through each item in your current budget, research and identify new opportunities, and put together a plan to take your business to the next level. Contact us to learn more about creating and implementing a budget for your company or project.
When it comes to promoting your business, a picture really is worth a thousand words. Whether your goal is to recruit new members, entice donors or sell more pizzas, authenticity is a powerful and effective form of persuasion. Engaging social media photography provides a boost to your brand’s authenticity.
According to Marketing Sherpa, the average online adult user is between the ages of 18 and 34, and these users are most likely to follow a brand via social networking (95%). In basic terms: If your brand isn’t social, you’re already failing. Getting your brand, product or services in front of this key demographic is easiest through engaging social media content.
Unfortunately, not all of us are naturals when it comes to figuring out which visuals are best for showcasing on social media or how to do it. If you’re someone who is struggling with capturing eye-catching images for your feeds, take these tips to heart and start snapping.
1. Pick an Interesting Subject
Images are the first thing people notice about your social media post, so it is important to engage them instantly. Crafting visually exciting images that focus on what makes your business or product special and different is the best way to captivate audiences from the get-go. Think: happy, engaged employees; a delicious, juicy cheeseburger; a gorgeously adorned conference room full of board members as they make critical decisions. What makes your business unique and worthy of public interest? That’s what you should be including in your social media feeds.
2. Keep It Simple
You don’t always need several people, multiple props, and elaborated staging to get an engaging photo. In fact, the most effective images are often the simplest ones that capture genuine energy and action. Put yourself in the average scroller’s shoes – because let’s face it, you’re a frequent scroller in your downtime as well. Are you more likely to engage with content that has been carefully curated from a collection of stock photos or has been created using a series of images showing actual volunteer activity and community giving? Better yet, are you more likely to apply for a job at a company that advertises using photos with big branded logos over happy-looking models in work spaces or the one that shows diverse employees engaged in a creative brainstorming session? Would you rather stay at a hotel that boasts an Olympic-sized pool without showing any pictures of guests enjoying it or one with a playful Instagram showing real faces and real relaxation taking place? To put it in simpler terms: You know what intrigues you about company-produced content, so recreate the same vibe with your own uniquely branded twist.
3. Try a New Perspective
Any good photographer knows that you’ve got to think big to get a perfect shot, meaning contorting your body or climbing on tables to get just the right angle. So, when you feel like showcasing your award-winning strategies or reaching a new demographic, try doing it in a new, exciting way. Stand on a chair in the back of a classroom to get the perfect overhead shot of a keynote speaker addressing seminar attendees; get a closeup of the technology that makes your organization stand out and thrive; or broadcast live from an important event to show the real-time energy and enthusiasm of participants.
4. Get Outside Help and Perspective
No matter how many photos you take, sometimes it takes an expert marketing eye to know just the right shot to choose. Even more importantly, sometimes it takes a creative wordsmith to sell the photo. If you’re a small or large business owner who wants to create an engaging social media presence, without having to take on all the work and creative-thinking yourself, outsourcing your social media marketing strategy is the way to go. You know how to run your organization, but professional social media consultants know how to market it.
At Enterprise Iowa, we know that time is limited for most business leaders. Whether you’re operating a restaurant in your local community or managing various clients at your brand new accounting firm, fitting in time to successfully plan and execute a social media strategy often just isn’t feasible. That’s why we work with clients to identify opportunities on social media and implement with content that invites lots of likes, comments and clicks from your customers. Send us a message if you’d like to set up a meeting to talk about how we can help elevate your social media strategy to better meet your business objectives.