All Posts By

Dan Foley

a business owner is surrounded by an outline of marketing staff that's been replaced

Why Replacing Your Marketing Staff Is So Hard

By | Content Marketing, Lead Generation, Pay Per Click | No Comments

During a recent consulting session with a new client in the IT services space, we got into the “tough stuff” pretty quickly with their President. We’d flown through the first 15 minutes of the video chat…what they’d been doing previously, what the numbers looked like, how they handled metrics and reporting, etc.

One simple question that we always ask hit him like a vintage Mike Tyson uppercut. What we asked was “does your marketing budget include the salary of your marketing staff?” The question hung in the air for a few seconds. His expression changed, his voice lowered. The tone of the meeting pivoted instantly. “No, it doesn’t” he finally answered. Read More

Outsourcing Digital Marketing To Support Executive Staff

By | Content Marketing, Lead Generation, Pay Per Click, SEO, Social Media | One Comment

In the business world, time is money. This is especially true for key executives. Their time needs to be spent on high-level strategy, developing key relationships and product innovation. Dealing with the day-to-day issues of entry and mid level employees, however, can drain their valuable time and energy. This is especially true with digital marketing. More and more companies are looking at outsourcing digital marketing to support executive staff. It might sound counterintuitive at first, dealing with a “vendor” instead of internal staff as a means to save time. After all, conversations are easier when held in person right? Read More

man in his 50's a fitness writer and blogger poses for a picture

Four Personas Of Freelance Digital Marketing Talent

By | Content Marketing, Lead Generation, SEO | No Comments

If you’re like most business owners, when you hear the term “digital marketing” and “outsourced” in the same sentence, you instantly think of a fresh-out-of-college techie with some basic web design experience. And that is largely true. Many young people with digital skills are bucking the traditional job market in favor of the gig economy. They crave project-based work and freelance work that doesn’t require a commute, a 9 to 5 and an office setting. Read More

social media sites are all shown with a like button which is blue

Social Clutter: Unraveling Social Media

By | Lead Generation, Social Media | No Comments

What social outlets are worth your time?

The buzz around social media marketing has died down a little bit, especially with the advent of native advertising gaining traction in recent months. Still, it’s a viable outlet for engagement and brand building, not to mention effective digital reputation management. Whether you own a brick-and-mortar shop serving a local audience or an online business that reaches customers all over the world, you’re probably using at least one social media outlet to market your business.

But with so many options, you may be struggling to justify where you spend your time and dollars. Do you focus on your Facebook page, set up a Pinterest account and start taking pictures on Instagram, or spend time on Twitter every hour of the day? The answer may lie in understanding who is using these channels most and how they are using them. Read More

A blue background on a whiteboard includes all the phrases related to outsourcing digital marketing

The Complete Guide To Outsourcing Digital Marketing

By | Content Marketing, Pay Per Click, SEO | One Comment

If you’re reading this, chances are you’re interested in outsourcing digital marketing, hiring a full-time digital employee, or some combination of both. This article is aimed at making your decision process easier. When does it make sense to outsource? What about outsourcing parts of an internal marketing function, but not all of it? Below we’ll answer some of these big questions. Read More

one of the big changes to adwords is shown as a responsive display ad

What You Need To Know About Upcoming AdWords Changes

By | Lead Generation, Pay Per Click | No Comments

As a small business, local search is everything. Rather you understand it or not, your ability to thrive in the local search landscape will dictate your success. You’re reading this, so chances are you do understand! With that said, there’s big things on the horizon. Not just for big brands either, for every day businesses and even the mom-and-pop shops across the Metro. Here’s three things you need to know about upcoming AdWords changes:

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Most Businesses Don’t Need App Advertising

By | Pay Per Click | No Comments

People don’t want to see your ad when they’re using apps. Period. There’s not a lot else that needs said. Most businesses don’t need app ads in the digital marketing mix. There’s too many ways it can go south, and too much heavy lifting that needs to be done to make the initiative work. Jumping to this stage is literally throwing good money at bad.

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Things Your AdWords Company Should Show You

By | Pay Per Click | One Comment

As an AdWords management company, our team has seen a number of “reports” (using the term loosely) that second-rate and novice PPC management companies send to their clients. Often times it’s nothing more than a screenshot out of their Google My Client Center, or a top level report showing impressions.  If you’re AdWords management team isn’t showing you AT THE MINIMUM three of the four items below, you may need to consider a switch. Actually, if you can’t see an ROI (or see how the exposure is playing a key role in ROI), it’s time for a switch. But that may take time to see. Here’s some leading indicators of what needs to be present to “know” if you’re pay-per-click management company is actually making you money or taking your money:

Reporting on Conversions: Conversions can be sales, or leads, or even just goal conversions (like video views). Whatever they are, you know that you’re spending your money on something other than “impressions and clicks”. Those things matter…but if you aren’t getting that bottom line shown to you on a regular basis, you should.

Reporting on Remarketing: To report on remarketing, one must first be running a remarketing campaign. Subtle hint. This is less about reporting and more about seeing that your AdWords campaign team is recommending best practices. You can remarket at numerous steps to prospects, including at the cart abandonment page if you have an e-commerce website. Even if you just use it to generate cheap brand impressions, it’s one of the most powerful PPC tools out there (and one you should certainly be using).

Reporting on Mobile vs Desktop Performance: Yes, it may be that one campaign works great for both mobile and desktop. But how do you know if you aren’t seeing it reported and split out separately? Depending on your business, you may want to focus on driving phone calls from mobile users versus form conversions from desktop users. You may want a completely different set of ads for mobile based on usage patterns. Regardless, you need to see if there’s a need or not. Any PPC management company worth their salt will show you regularly.

Reporting on MOM or YOY Performance: This is something that always throws up a red flag. If your current AdWords contractor isn’t showing you trends, benchmarks and the improvement that’s being made over time…there’s a good chance they don’t want you to see it for a reason. Either they aren’t making progress or worse, they’ve moved the needle backwards. A good partner will be forecasting future campaign performance and showing you trends each month.

Reporting on a Plan: What’s next for your campaign? What is being done to improve performance? Are additional landing pages being created based on keyword research? Are other digital marketing tactics needed to multiply the value of the current campaign? A little strategy should come every month. Not getting the things listed above? Maybe it’s time you found a new digital marketing partner company