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Marketing Approach

great wallContent & SEO 101:
Search engine optimization (SEO) is key to any business that has an online “storefront” (that’s just about all businesses)! In many cases, your website is the first impression that your customer gets of your brand, your product(s) and your integrity. Before you can make a good impression, you have to be found. SEO is the key to having people find your website in the first place.
SEO is determined by many factors and you can pay thousands of dollars to have the SEO of your site improved. However, a basic foundation of proper keywords, well-titled pages and strong content goes a long way. It’s not an overnight process, much like building the Great Wall of China, it’s a slow, long term and on-going commitment. I work with my clients to improve their SEO by building both in-bound and out-bound links and by developing meaningful and keyword-rich content.
A word about content: Drawing customers to your website has a great deal to do with having a deep well of meaningful and highly relevant content. I am available to serve as a content creator as well as a motivator and advisor.

Marketing 101
Social media marketing is still marketing and the basic tenets of “traditional” marketing hold true online:

  • Know your current and target audience(s)
  • Track your outcomes (and tailor/adapt your approach accordingly)
  • Keep your mission and/or brand at the forefront

mountain goats In many cases, you might feel like you have to learn a whole new tool, while running your business. But, if you grasp marketing basics, you’re halfway there. I can help you adapt to the tools or run the tools for you.

New & Exciting Platforms 101
New platforms are emerging constantly and you undoubtedly feel as though you should be scrambling to master them. First, evaluate whether it will be worth the time and $ to learn to implement the new platform. Is your demographic using it? Are your competitors using the new platform and to what effect?

When using any platform, keep these two things in mind:
1) We are in an age of quick responses; only take on as much as you can respond to and respond to feedback (“likes”, “retweets”, etc) quickly.
2) You should do your best to match the form and function of the platform you are using, i.e.: avoid auto-posting from one format to another. Twitter is about short content and images and having a conversation, Facebook can stomach longer posts, Instagram is all about hashtags and images. Matching form and function means that the message will be more compelling, it will be heard and sometimes your audience will do a lot of the heavy lifting for you by sharing your message with their network.

me and cairnSaying “Yes and” & Taking Risks
My “yes and” philosophy emerges from years of improvisational acting. It sums up the best way to generate new and innovative ideas for campaigns and general engagement. “Yes and” thinking travels to unexplored corners, works the old stuck ideas out, and generates amazing new ones in their place. Hand in hand with “yes and” comes the need to follow through on those good ideas which sometimes involves taking risks. Being agile and being willing to test various approaches doesn’t necessarily require spending a lot of money. Risk-taking can pay off when it is strongly aligned with brand and mission.