Four States Small Business Blog

If it seems your marketing job description is changing faster than trending videos on YouTube, you're right.  Every change in consumer behavior (think, for example, of the 900% increase in "near me" searches in Google over the past two years) means you need to adjust your strategy. 

When calculating a brand's value, one of the most important metrics is awareness. While most businesses are concerned about raising brand awareness, not everyone realizes that there are different levels of awareness. The most important distinction is between top of mind (or unaided) vs. aided awareness. In order to identify these differences in awareness, you need to ask certain questions. There can be dramatic differences in the results produced from different types of awareness. In one study of car purchasing behavior, a Nielsen study found that top-of-mind awareness drives 90% of purchasing intent. 

Do you know how to reliably get traffic? 

This year, for the first time, more money will be spent on digital advertising than traditional ads. As digital ad spends grow, marketers are questioning whether they should stop their traditional advertising and move their budgets to digital.

No matter what you’re marketing, email lists are integral to the success of your business. Emails allow you to reach your target audience directly so that you can deliver the information or sales pitch needed to convert them into paying customers. 

A call to action (CTA) is a directive to let your readers know what they should do next. The call to action is an essential step that instructs your readers how to act. Without a compelling call to action, you have no way to convert your readers to the next stage in the buyer's journey.

A call to action, or CTA, tells the reader on your website what you want them to do. CTA buttons are buttons that the reader can click that will direct them towards your conversion goal, whether it is a purchase or a subscription or something else. 

Is your business using social media influencers to promote your products or services? If not, you are missing an exceptional opportunity to get a better return on your advertising investment.

In the online advertising world, the sky’s the limit on what you can do and accomplish. But, you cannot just focus on one thing, like building a website, to achieve your goals. Since consumer preferences vary considerably, you need to hit on several different areas to make the greatest impact.

As a digital advertiser, there are a number of tools and tactics you can use to get your business in front of the right audience. The key is to understand all of these tools and choose which types of digital advertising will drive the best results for your specific needs. Below are some of the best options to help you decide what to incorporate into your marketing strategy.