Find the best search keywords. What we are looking for are terms that get a lot of searches and are very relevant to your business. For instance, small business online marketing is a very targeted term for our business, but it gets fewer searches than just marketing. Using the two scores we now have, we can create a column that gives a total of the relevance score and the volume score. Create a final column called Total Score and have it be equal to the sum of twice the relevance score plus the volume score. (You want to double the relevance score since it is more important than the volume score because there is usually a lot of competition for the high volume keywords and it is not worth going after unless they are very relevant to your business.) Now sort by this column to give you the terms at the top of your list that have the highest combination of search volume and relevance. In the image below you can see what terms became the ones I should focus on for my example. Often the most relevant terms have the highest volume, but there are usually some interesting findings as well. For instance, for me the terms contemporary marketing, search engine marketing company and sale lead all got a 3 for a volume score, but because of their high relevance, they are in my top 30 search phrases to focus on.
The political environment of your business plays an important role in your company’s well-being. For example, an unstable political system could be the cause of changing circumstances, thus a varying purchasing power of consumers. Other variables influenced by the political environment are trade restrictions or the extent to which legislation is passed.
The internet has allowed for the hackiest of hacks to experience success. Due to the fact that there are so many low-quality agencies out there, it provides the client with far more peace of mind when your business caters to those who are just like them. Being the “insert niche here” Agency gives you the social proof and expertise to confidently speak to the needs of these individuals their organizations. It gives you an added layer of trust and relatability that is so often lost in this industry.
Unlike any advertising agency, The Marketing Company is a brand-marketing firm whose approach is more like that of a fully-integrated marketing department. This means not only creating and developing marketing messages to be distributed among all selected media and managing those messages, but also making sure that the messages and promises can be delivered. This means working with management and staff to ensure every detail of “the experience” a client or customer may have meets and delivers on any promises made via the creative process.
Unlike smaller digital advertising agencies, there is nothing cookie cutter about us. We create completely customized strategies based on your business goals and can easily pivot as your company scales and evolves. We also have a much more conservative pricing structure compared to large mega-agencies. We won’t tell you to blow all of your marketing dollars on a huge placement. Instead, we have an eye for ROI when advising you on how to spend your money.
Remember that benefits can be intangible as well as tangible; for instance, if you're selling a cleaning product, your customers will benefit by having a cleaner house, but they may also benefit by enjoying better health. Brainstorm as many benefits as possible to begin with and then choose to emphasize the benefits that your targeted customers will most appreciate in your marketing plan.
To be clear, a ‘digital agency’ still cares very much about the quality of design and overall aesthetics of every asset associated with a brand – whether it be print or digital. However, they also take special care to ensure that each brand asset and/or application functions in a way that helps companies to reach their goals. They have the tools and skills necessary to create ideas and assets and put them to work in the most efficient ways.
There’s a culture in today’s age of startups that extreme growth is the only marker of a successful business. There’s a lot of pressure when it comes to taking on more clients and you may discover that you can be financially satisfied with a certain number of great clients. You may ultimately decide that rapid expansion is not what’s best for you. Unless you have outside investors breathing down your neck, the ability to live a financially stable (if not better) life on your own terms may be more enticing to you.
Chart to success: We all know that plans are imperfect things. How can you possibly know what's going to happen 12 months or five years from now? Isn't putting together a marketing plan an exercise in futility . . . a waste of time better spent meeting with customers or fine-tuning production? Yes, possibly but only in the narrowest sense. If you don't plan, you're doomed, and an inaccurate plan is far better than no plan at all. To stay with our sea captain analogy, it's better to be 5 or even 10 degrees off your destination port than to have no destination in mind at all. The point of sailing, after all, is to get somewhere, and without a marketing plan, you'll wander the seas aimlessly, sometimes finding dry land but more often than not floundering in a vast ocean. Sea captains without a chart are rarely remembered for discovering anything but the ocean floor.
While we’re here, let me elaborate a bit on SEO. When executed consistently and appropriately, SEO practices improve the SERP rankings of your website; if you conduct rigorous keyword research and publish great content that is relevant to whatever keywords people are searching, your website will perform better in the organic results. As Google continues to tweak the algorithms that determine the relative importance of different ranking criteria, SEO best practices change, too. Stay up to date with the WordStream blog to learn how you can maintain high organic traffic.
" Their level of sophistication in terms of design profile is strong, and it’s definitely a distinctive factor about Crowd, compared to other designers and agencies I’ve worked with in the past. They have a good sense for sorting through the clutter and figuring out what’s right for my project. " - Director of Marketing, San Francisco commercial development

Google Trends is a great tool that provides a list of related keywords and phrases based on Google’s own search topic data. The comparison feature is especially helpful because it allows you to compare different keywords side-by-side. In addition, the tool allows you to see keywords that are rising in popularity, view changes in interest for a specific keyword over time, and see how a keyword performs by region.

Branding can be fun, but it can also be tricky. A brand can be one of the strongest assets a company possesses and if done right will attract the buyer loyalty every business dreams of. Brand consistency is key. Is your brand consistently represented across all channels, including your logo, website design, tradeshow booth, print marketing materials, business cards and email signatures, advertisements, packaging design, social media profiles and sales collateral? Take a look at all the places that your audience comes in contact with your brand, and ask yourself what each piece is saying about your brand as a whole.
“Straight North has done an excellent job. We’re very satisfied. They give us great reporting. We get full data on cost per lead for the various channels. Our website identity has received many compliments. We’re extremely happy with the level of contact we have with them. They’re very responsive to our needs. The overall service level has been very high.”
Export the weighted list back to your spreadsheet and combine it with the others in Excel. Then use the data tools to sort the list by ‘Priority’ – this is a score based on the difficulty, traffic, opportunity and your score. This tells you which keywords you should be targeting in descending order of attractiveness. Suddenly, you’ve turned more than 1,000 keywords into a usable list of a few dozen. Using the same example for wines:
In 2014, an industrial engineering company hired TopSpot Internet Marketing to improve the quantity and quality of traffic to its website. The project focused on paid search for Google and Bing. TopSpot Internet Marketing developed, executed, and managed all paid search campaigns. The client was impressed with the number of new leads that resulted from the more informed and strategic paid search campaigns.
One aspect of strategy which is often overlooked is that of "timing." The timing of each element of the strategy is critical. Taking the right action at the wrong time can sometimes be almost as bad as taking the wrong action at the right time. Timing is, therefore, an essential part of any plan; and should normally appear as a schedule of planned activities. Having completed this crucial stage of the planning process, to re-check the feasibility of objectives and strategies in terms of the market share, sales, costs, profits and so on which these demand in practice. As in the rest of the marketing discipline, employ judgment, experience, market research or anything else which helps for conclusions to be seen from all possible angles.
×