Whether you are a business or organization, both desire visibility. Are you being remembered? One metric to review to answer this question is contained in your email marketing reports.
It is common to see a 20% eblast OPEN rate expectation across the advertising industry. There are many reasons as to why this happens (we will address at another time) and it may be higher
because you are not seeing the OPENs from those who are blocking that transmission of data. Nevertheless, we are all on a similar playing field, being subjected to forces we cannot control.
When we see Edge Advertising Group clients earn double or even more than double the standard OPEN rate, there is a common thread.
BLOG
You may read this Blog post title and think about our political elections. We have something different in mind.
If you read our April Blog post, you have the scoop on the annual Reader Rankings, hosted by the Rochester Business Journal (RBJ) and The Daily Record (TDR). Need a refresher? Visit:
https://edgeadgroup.com/blog-vote-and-often
In summary, this campaign is offered as ‘earned’ exposure, versus paid advertising; however, a business/organization can add paid advertising for additional exposure. The well-publicized
frequency of this campaign, by voting daily and the coverage through the RBJ and TDR, boosts local visibility.
You may read this Blog post title and think about our political elections. We have something different in mind.
In March, you may have been asked to vote online, through the Rochester Business Journal (RBJ) or The Daily Record (TDR) websites, to nominate one or more businesses in predetermined categories. That
request was made, not only for you to vote to show your support, but to continually do so through the first 26 days of March!
Why vote daily? Frequency. There is value in frequency. When humans encounter the same message ‘frequently,’ memories are sparked. In advertising terms, with the name of a business being etched into
your memory, you have a greater chance of thinking about that business when you embark on a relevant decision making process.
By asking, you can benefit your Customer Relations, Sales, Employees, and website SEO. Yes, even website SEO.
What should you be asking and to whom do you make the requests? The ask is: Please review our business online. Pose these requests to your customers.
There are a few consumer-oriented businesses which seem to naturally motivate people to write online reviews. For most businesses, however, you have to overtly ASK to receive online reviews.
Are you fully utilizing all of the ‘visibility treasures’ through your connections? If you belong to networking groups, Chambers of Commerce, or other business organizations, investigate opportunities to make your business visible. Here is a check list for you to follow in your treasure hunt:
___ Website directories need to match your name, address, and telephone number, exactly how it is listed on your business website. This is important so not to confuse the search engines. If additional space is available on the directory, add a list of your products and services, with links to the relevant pages of your website. Perhaps images and video can be added, too. Mark your calendar to return for updates.
Did you react to the ‘Gatherings’ in the title? COVID has stimulated a new emotion in us in response to this word. We have learned that virtual gatherings and distanced gatherings
still work, however. And that is what we are doing in the 10th year joining with others in supporting the US Marine Corps Reserve Toys for Tots collection campaign.
For the past 10 years, Edge Advertising Group has ‘gathered’ staff, clients, Chamber of Commerce members, networking groups, family, and friends, to collect new, unwrapped toys for this annual drive.
What can Google Ads do for your business?
One consistent value of Google Ads as an advertising tool has been the ability to capture attention of individuals at any point of the buying cycle, real time. Individuals seeing Google Ads have typed
keywords into their browsers, which relate to the keywords in the respective ads. This search bar action is what initiates the related ads to appear. Once Google Ads makes these references to your website,
there is a greater chance that visitors will come. Kinda like "if you build it they will come!"
What has changed?
Wanting to try Facebook Live, but feel unsure on how best to proceed? You're not alone. Join us in this adventure!
Facebook Live is a feature available on Facebook Profiles (personal) and Facebook Pages (business or organization). You can create a video which is live online at the time you are recording it. The video can be posted on your account for future viewing, too.
It’s worth your time to develop a feeling of comfort with this communication tool because of its benefits:
We believe one mission of Edge Advertising Group (EAG) is to connect community members.
Through all of our contacts with prospects, clients, Chambers, networking groups, community service organizations, we have been given an ‘inside’ view. The local good is visible. As a result of our ‘inside’ view, we have an awareness of need and opportunities. We have been given that awareness – to do something. One action we take is through the act of overtly connecting our contacts, not only to increase their visibility, but to channel resources, too.
Getting reading to open? Already open? Does your task list contain evaluating the status of your online presence? If not, we recommend you consider adding the following tasks, in the listed priority order:
Website
Links – There have been so many business changes during COVID, do not assume all of your website links to outside sites still work. Go through each page of your website, clicking on site links, to verify
that they still lead to the information you are trying to connect to the viewer.
As the business world transitions to mostly remote and online work, we can all take initiatives to support our businesses and one another.
SOCIAL MEDIA
Through the many channels of social media – it is important to provide updates and changes about your business practices, to inform your customers/employees. Post if there are business hours that have changed,
safety initiatives, or any other updates – it is key to keep everyone informed. Also, through social media, we all can assist other businesses by engaging: commenting, liking, and/or sharing posts, so they reach more eyes.
I’m sure by now you have seen the 3D image of the coronavirus, with the red protruding clumps – the face of the virus. This 3D image has probably been used thousands of times as the background of newscasts
across the world.
After doing some research, I stumbled upon a well written article by Colette Gaiter from Fast Company. As a visual communicator, she shares examples of how companies are illustrating the virus – some designs
show a more relaxed depiction of the virus while others are more alarming. And she makes a great point – with the seriousness of this virus, shouldn’t the designs be more alarming?
Communicating about the pandemic, red is being used to instill fear; the color red is everywhere. Have you noticed how much the color red is being used lately? Emotionally, red translates to fear,
aggression, powerful, etc. Red demands a call to action. Would using purple or yellow have the same effect? Probably not.
Information Overload?
HOW TO MAKE SURE YOU ARE GETTING THE RIGHT INSIGHT ABOUT COVID-19.
With the Coronavirus outbreak, we are being introduced to loads of information and stories at our fingertips. You can’t turn the television stations, log into social media, or talk to peers without seeing and feeling the affects of the illness. Edge Advertising Group advises the public to take a look at the following advice to ensure the right precautions are taken.
- Utilize accredited organizations (https://www.cdc.gov/, banks, lawyers, accounting services, local/national news channels). Misinformation has the ability to spread fast through social media and hearsay. Fact check the information you receive against multiple sources. Make sure you are paying attention to where the information is coming from.
We support Mothers In Need of Others (MINO), which serves Rochester families in need. They are an emergency assistance program, supporting 92 agencies and churches when their supplies are running low. Current needs
include: baby care items, personal/feminine hygiene products, cleaning supplies, and paper products. If you can donate any of these items, please contact MothersInNeedOfOthers@gmail.com; (585) 348-8596.
To read more about this community-service agency, visit: https://mino.projecturge.org/
Over the years, Edge Advertising Group has supported Project Urge, the parent organization of MINO. by collecting toys at Christmas time, wrapping gifts at their price-reduced Christmas Store in Rochester,
collection of baby items, and Public Relations services.
If you are looking for an opportunity for your team to work together in supporting our greater community, visit https://projecturge.org/. This organization has many different types of community service,
for you to choose a service need which reflects the gifts of your team.
The most frequent domain registration issue we are presented with is when someone contacts our office, very concerned, that their website is down. Upon investigation, we find that the annual domain fee was never
paid and the Domain Registrar had placed the URL on the open market and someone in the world bought the URL.
Why is this a problem? Your URL is valuable – –
- search engines have learned about your site through the URL associated with your website
- time online has value to the search engines
- online visitor traffic to an URL has value to the search engines
- how often the website, known by the URL, has been updated, has value to the search engines
- past advertising investment in promoting visitation to the URL
- for Google Ads users, the URL has grown in value overtime, affecting visibility and cost-per-click
- viewers remember or have bookmarked your URL
Do you fill your own teeth? Even if you are a dentist, your answer is probably “NO.”
From an advertising agency perspective, we often find that the same thinking process, as hinted at in the words above, is not applied to the services we provide. Many people think of themselves as
creative, good oral and written communicators, social media experts, media buyers, event planners…and on We believe you, but do you know all of the success factors?
As an agency, we deliver advertising services to our clients, utilizing the following:
