by PGN Agency | Apr 25, 2017 | Advertising, Digital Marketing, Marketing, SEO, Technology |
“Everything changes and nothing stands still.” – Heraclitus, Ancient Greek Philosopher If there’s one thing to be said about digital marketing, it’s that the rules are always changing. As the internet morphs and changes, SEO marketers have to adopt new SEO strategies and techniques to stay ahead. 2017 is proving to be no different. If you’re looking to hone your SEO strategy and rank higher than ever this year, then check out some of our best practices for 2017: Consider mobile optimization first. Mobile internet usage has been on the rise for years, but for the first time ever, mobile usage passed desktop usage worldwide. If you’re on top of your SEO, you already were optimizing for mobile, but now it’s best to prioritize mobile. This is even more important now that Google uses the mobile version of a site as its primary index. Emphasize local optimization. With the increasing use of mobile, it’s also becoming more important that you emphasize local optimization. Include city names in titles and meta tags, list your business on directories like Yelp and Citysearch, and claim your business on Google My Business. Lastly, try to get people to leave a review of your business. Whether someone leaves a good review or bad review, post a comment — it shows you care and listen to what people are saying. Keep voice search in mind. Voice search rates are skyrocketing. Think about how people speak and use long-tail keywords that sound like natural questions. Type the start of questions in Google and see what the autofill suggests…try “Why is [ subject]” or “What does [subject]”... 
by PGN Agency | Apr 11, 2017 | Advertising, Digital Marketing, Marketing |
One of the most exciting things about digital marketing is that it’s always evolving. Marketing in any medium is an ever-changing game, but digital marketing moves at a particularly breakneck pace. While this means a good marketer will never get bored, it also means diligently keeping up with industry trends and searching for the next big thing. To hone your digital marketing strategy and keep you on your toes, we’ve put together a short list of ideas to boost your digital marketing ROI. If you’re looking to gain more bang for your buck while marketing online, then this is the list for you. Pinpoint your audience to harness the power of targeted marketing. The nature of digital marketing allows for enormous potential in targeting the people are most likely to be interested in your business. But if you’re not taking care to identify who these people are and how to reach them, you’re significantly limiting your ROI. Ask yourself about the demographics of your average customer. What social media platforms are they using? What do they Google to find products like yours? Use Google Analytics to find out more about how people are finding your site. Set goals and measure your success. One of the largest pitfalls of digital marketing is pouring in time, effort, and money without setting concrete objectives. Set a clear, measurable goal: generating leads, improving brand awareness, or building a larger following for your blog. With an overarching goal in mind, you can keep your work on track and guide your team to a common objective. As a measurable goal, you can analyze the efficacy... 
by PGN Agency | Apr 4, 2017 | Advertising, Digital Marketing, Marketing |
For startups and small businesses, in-house marketing and advertising is a solid first step. But as your organization grows, partnering with an ad agency can bring in greater ROI while allowing you to focus on your core competencies. Once you’ve decided to look for a partner in your marketing and advertising efforts, it’s important to remember that not all agencies are created equal. Additionally, a wonderful partner for one business might not mesh well with another. It’s an important but tough decision, so we’ve put together this list as food for thought. If you’re unsure of what to look for in an ad agency, consider these points: Do they have demonstrated success with businesses like mine? Any respectable ad agency can show you their success stories and accomplishments. However, businesses come in all shapes and sizes. If an ad agency has little experience with your industry or businesses of your size, it may be best to look elsewhere. Are they full-service? When you’re first partnering with an ad agency, full-service may not seem like a big issue — especially if you’re not interested in their entire range of services. However, this doesn’t account for growth and modifications in your marketing and advertising needs. If you partner with a full-service agency, you can count on strong, consistent messaging across all mediums. Additionally, you can expand to use additional services without having to rely on different partners. Are they compatible with my organization? Joining forces with an ad agency presents a unique opportunity to substantially grow your business. However, the potential can be limited if there is tension, discord, or a... 
by PGN Agency | Mar 21, 2017 | Advertising, Branding, Digital Marketing, Marketing, Web Design |
Last week, we talked about web design and its importance to your business. In this post, we’re going to dive into that topic a little further: how does website design influence your brand? Web design is important for a variety of reasons. It affects how your website works, how it looks, and how it feels to users. As such, the appeal of aesthetically pleasing and user-friendly web design is easy to see. But once we get into brand territory, it can be harder to identify why your website design matters to your brand. Let’s break it down into two key ideas: aesthetics and usability. The aesthetic of your website can strengthen or weaken your brand. Your website will always be one of many mediums through which audiences are exposed to your brand. For the strength of your brand, it’s critical that visitors to your site experience branding consistent with that on your product packaging, flyers, mailers, and e-blasts. If your tone, logo, color scheme or general aesthetic is different than on these other mediums, you risk inconsistency which leaves the visitor with only a vague notion of who you are as a company. If your web design is consistent with your other marketing efforts, this reinforces your brand identity and leaves visitors with a lasting impression. Beyond visuals, the usability of your site will also affect how people think of your brand. You know that feeling you get when you click on a dead link, or can’t seem to find the information you need on a site? How about when a site loads really slowly and doesn’t do anything... 
by PGN Agency | Mar 14, 2017 | Branding, Digital Marketing, Web Design |
For many businesses, the look and feel of their website might not seem like a big priority. After all, if the website works, lists contact info, and allows users to place online orders, isn’t that enough? This “if it ain’t broke, don’t fix it” approach may seem like common sense, but it’s dramatically understating the importance of web design. Web design is your first impression on the internet. It’s your handshake, your greeting, and the coat of paint on your storefront. It will determine how long visitors stay on your site, and whether they give you a call or look for a competitor’s website. With that in mind, let’s get into the nitty-gritty of why web design matters: First impressions are even more important online. As the old saying goes, “you only get one first impression.” On the internet, you get about 10 to 20 seconds to make that impression. In those 20 seconds, are you going to showcase eye-catching graphics, snappy copy, and an easy-to-navigate website, or turn them away with an eyesore? Within that short time span, visitors are going to decide whether they want to stay on your website (leading to an inquiry or a purchase) or go elsewhere. Web design is about making your website aesthetically pleasing and easy-to-use, which means your impression will be a good one. Web design makes your initial investment worth it. Sure, you can save a buck by contracting a site builder who doesn’t have any experience with web design. But if you aren’t getting leads or additional business from your site, then why bother? Web design ensures that your... 
by PGN Agency | Mar 9, 2017 | Digital Marketing, Marketing, Social Media |
The power of social media marketing is undeniable. Billions of people log in to social media across the globe every day, including thousands or even millions in your community. As such, social media grants businesses of any size a unique opportunity to broadcast a message to a wide audience. There’s only one problem: there are countless other businesses vying for the attention of your audience. Additionally, there’s only so much time in the day. Whether you’re managing your social media yourself or letting the experts at an ad agency do the work, there will always be a limit to the time and energy put into your online presence. With that in mind, it’s vital that you select the right social media platforms for maximum effect. By selecting only one or a handful of social media platforms, you can achieve greater results than trying to spread yourself too thin across many platforms. If you’re having trouble picking the right platforms or don’t know where to start, consider these questions: What am I trying to achieve with social media? Before starting any social media marketing campaigns, you should clearly define your goals. This includes determining how to measure your success. These can always change and evolve as time passes, but a goal for the present will help guide your efforts. Additionally, certain social media platforms are best for different goals. If you’re trying to engage with other businesses and build a professional reputation, LinkedIn may be a good option. If you’re trying to establish brand awareness and position yourself as a hip company, Tumblr or Instagram might be better choices. What...
