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Digital Marketing

Designing A Website: Why DIY Isn’t The Best Option

Office setting; the focus is on the desk in the foreground.

If you’re wondering if your business needs a website, the answer is a resounding YES. It’s a digital world, and we’re all just living in it!
With all the online web builders available today, you’re probably thinking that you could take on this project on your own–and maybe you could!– but self-design isn’t the best option for everyone. Here are a few perks you may not have considered that come when you choose to work with a professional on your website development.

The Value of Your Time

Making a great website takes a bit of a time commitment. There is a lot of work that goes into building and maintaining a website. By choosing a web design professional, you are free to turn that attention onto other projects; whether it’s focusing on other areas of launching your business, or just using that time for yourself and your family, not spending that time glued to a computer screen can significantly benefit your day to day life.
Not only do you save yourself the barebones amount of time that it takes to construct your site; you also save yourself the added headaches that come from heavy research and trying to figure out why things aren’t working the way you want them to. The worst feeling in the world comes when you think you have something perfect, only to discover that some feature of your site isn’t functional!

Finished Site

Online website builders are great, but they do fall short in a few areas when it comes to your finished site. When you work with a web design professional, your site is essentially completely customizable: whatever you want, you get. With most website building applications, that is not the case; they tend to gravitate toward WYSIWYG: or, What You See Is What You Get. They have set templates, and not a whole lot of full body customization options.
Another perk of using a web development professional comes in the overall finish and functionality of your site. When working with a pro, you can trust that your site will not only look amazing but that it can also withstand whatever you may need of it: whether it be high volumes of traffic (something you love to see!) or a considerable amount of content, you don’t need to worry about running into limitations.

Face to Face Connection

When you choose a local company to build your website, you have the added benefit of face to face and hands-on partnership when developing your website. You can build that relationship of trust in person, getting to know your developer, while allowing your developer to really get to know your wants and needs for what you need your website to do for you. This supports full customization of your site and makes it easier to communicate should there be things you want to be adjusted; something that those web builders definitely don’t allow for!

Potential for Future Growth

When you choose a local company for your website design and development, there could be even more perks! If your chosen company is a marketing company, there also is the added benefit of having insight into SEO for your site to drive traffic, and even opens up the door for a future partnership for your advertising needs rather than just basic website construction. Things like ongoing blogs and continual site optimization can help to keep your company ahead of your competitors.

Those Times Things Go Wrong

It happens all the time: some technological glitch happens, a website goes down. What do you do? When you’ve used a website builder, you may be out of luck, but when you work with a professional website developer, you can contact your web team and they can work from the back end to figure out what went wrong, why, and help to ensure the same error doesn’t happen again. This takes the pressure off of you, and encourages your customer base to place their trust in you: no one likes when their chosen source is offline in this mobile world!

When examining the pros and cons, it’s pretty clear that having a professional website team behind you is the best choice when investing in a website. If you’re in the Boise area and looking for a team for your website or digital marketing needs, contact the team at Social Eyes Marketing today!

4 of the Most Important Recent Google Algorithm Updates

A bright neon sign saying “Google” against a dark background

As an SEO marketing company, we are under the control of the search engine god, Google. There have been many updates over the years. Some have affected SEO more than others and oh boy, have we noticed! Here, we will be analyzing some of the most recent Google updates and their impact on search results.

January 2020 – Featured Snippet Update

The featured snippet update by Google restricts URLs that are shown in the featured snippet from being shown again in the top 10 organic results. Hence, anything in position “0” will not show up again below that. Position 0 is placed above all other organic positions and is a very valuable place for your website to rank for.

January 2020 – Broad Core Update

It is only a few times a year that Google rolls out broad core algorithm updates. So the first one in 2020 is quite a significant update to keep an eye on. Broad core algorithm updates bring about larger fluctuations in SERPs as opposed to regular core updates. Google suggests that the best way to recover from a broad core algorithm update is to continue to create and build high-quality content. Broad core updates are always focused on providing greater search results for users. Sometimes this can significantly rock the boat for webmasters who aren’t up to date with all the latest web design trends and algorithm changes.

October 2019 – BERT Update

Perhaps one of the largest updates that spread like wildfire among the SEO community was BERT. BERT stands for Bidirectional Encoder Representations from Transformers. According to Google, the new BERT update will impact 10% of search results across all languages. This is quite a significant amount considering that Google processes 40,000 search queries every second. Because of its significance, it will be added to the notorious list of algorithm updates by Google like Panda, Penguin, Hummingbird, and RankBrain. As mentioned before, Google is constantly updating to provide better search results for users. BERT will be analyzing words in relation to one another in a sentence as opposed to one word at a time. Thus, Google is making strides to understand the context of a search. The update affects 1 out of 10 organic search results and brings greater significance to voice search.

June 2019 – Diversity Update

As you may have noticed, differing pages of the same website rank in the top 10 organic search results. Similar to the snippet update in January 2020, the June 2019 Diversity Update provides more diverse search results aimed to combat this. Thus, you usually won’t see more than 2 results of the same website in the top results unless it’s especially relevant for a particular search. Google stated that “Site diversity will generally treat sub-domains as part of a root domain. IE: listings from sub-domains and the root domain will all be considered from the same single site. However, sub-domains are treated as separate sites for diversity purposes when deemed relevant to do so.”

SEO Experts

All this talk about SEO and Google can become overwhelming. Luckily, there are marketing agencies that specialize in this exact area. Social Eyes Marketing is a local Boise marketing agency that offers SEO services. We also offer much more, but we won’t go into depth. If you find that your business is not ranking well on search results, give us a call or fill out one of our forms. It’s important for your business to be noticed; just think about how many times you use Google to find a product or service!

How Influencers Are Changing the Marketing World in 2020

A girl holding an Iphone with an instagram profile open to an influencer.

Celebrities who?… Celebrities are no longer taking the lead in influencing young audiences. In fact, 70% of teens trust influencers more than traditional celebrities. This alarming statistic makes you want to take a seat and re-evaluate your marketing plan. So what makes influencers so strong? How are they changing the marketing world in 2020? Let’s check it out.

Influencers vs Professional Marketers

If you haven’t already read our blog on TikTok, then here’s the gist. TikTok is another rising social media platform, and as with all social media platforms, influencers are born. This one, in particular, is similar to Vine, where users record themselves lip-syncing to music or voice-clips. The more TikTok has developed, the more professional marketers are scrambling to put their paid advertisements on the platform. But is it working?

If anything, paid advertisements are probably driving a slight bit more traffic than if they weren’t there in the first place. However, it’s just lazy marketing. Instead of brands developing their content and outputting organic videos, they’re wanting to pay influencers to sponsor their products in paid advertisements.

Luckily they got one thing going for them. Using Influencers. But alas, Gen Z’ers and Millennials are quick to swipe past paid ads and are more inclined to listen to an influencer who endorses a product organically instead. The power of being authentic on TikTok is becoming more prevalent and I’m liking it. Professional marketers are having to abandon their Instagram ad ways and think a bit more creatively if they want their brand to be respected among younger generations.
So where does this put influencers on the spectrum of marketing?

The Power of Individual Influencers

Ready for another statistic? 92% of consumers trust the recommendations of people they follow on social media rather than advertising from brands. That doesn’t mean advertisements are all bad. In fact, they’re still a great way to gain visibility. Take PPC for example. Using pay per click advertising on Google can help increase awareness for companies where the market is more competitive. But how do advertisements fare in the social media world?

It feels good to know that influencers are being a little bit more picky about what they promote. In any circumstance, they may be paid some amount of money, but the growth of promoting brands they just believe in is rising, paid or not. What’s great about it all is that no matter how silly or serious an influencer is, they’re still an important figure groups of people look up to and trust. Start doing that with your own company and stop with the cheap marketing tactics.

Companies as Influencers

In 2020 I will gladly watch the marketing world shift into a more honest and raw form of content creation. Instead of relying on paying individual influencers, brands should be building an audience around their own image and philosophies. This means taking the extra step of doing some in-depth audience research and formulating a brand message that is consistent and unforgettable. After building an audience that trusts your brand, get in the habit of communicating with them consistently. It’s the same as a business relationship. You’ll get back what you put out.

2020 Influencer Marketing

It’s predicted that in 2020, Influencer marketing is going to become a $5-$10 billion dollar industry, and why shouldn’t it be? It’s no surprise that businesses are jumping on the micro-influencer train. It’s a great way to save money and focus specifically on a niche area that aligns with the company’s brand. To stay in the know, you need to be ready for influencers making heavy use of podcasts and videos in 2020. This opportunity is huge for brands wanting to build a business relationship with influencers.

Video Production & Branding

If you happen to be a company looking for video services in Boise, or rather a complete brand and logo redesign, give us a call! Social Eyes Marketing is an internet marketing firm located in Boise, Idaho. We do anything from video production to web design, to social media marketing. If your company is lacking in any of those areas, then it’s best to get the experts involved. Check out our other blogs and browse our website for more information.

A Blog’s Purpose: Why Your Website Needs One

A laptop opened to the “post” section on wordpress where someone is writing a blog in the test box.

Have you ever gone to a website and seen a “news” or “blogs” section and wondered why they have one in the first place? Well, conveying the purpose of that section can be a little tricky, so I’m here to tell you why it’s necessary and how it’s actually helping their business.

1. Blogs Bring More Website Traffic

You’ve probably heard of the fancy phrase “search engine optimization” or SEO. Blogs are an important piece of the greater SEO puzzle. This is because they aim to provide useful up-to-date information with keywords weaved in. Google likes this because it is constantly scouring the internet for the most relevant and fresh content out there.

When your website has a blog with content posted every month, it acts as a source of fresh subject matter for Google. Therefore, Google is more inclined to put your company’s website in front of searchers. The more people your website is in front of, the more traffic it will get.

The added use of keywords within the blog makes it so people who ask Google questions like “Why does my website need videos?”, receive the answer through the blog that is on your business’s website. If they find the answer through your company’s website then the more likely you are to rank higher in Google search results.

If you don’t think Google is that smart, well I’m sorry to tell you that it sure is. Google wants only the best of the best content for searchers. If your company can provide that, then you will see a huge ROI.

2. Blogs Make You an Expert Resource

Your website needs to have a blog because it provides information about the industry you’re in. People search for you to find out more about what you can offer. When they find that you have loads of information to provide for them, you build trust. You want users to know that you are an expert at what you do or sell. A perfect way of doing this is by sharing your knowledge through blog content.

A person who knows what they’re talking about is credible and reliable. Consumers will use blog information to determine if your business is worth investing their time and money in. All you have to do is explain to them why you’re worth it. Do this by giving consumers the right amount of information without giving away all your secrets.

3. Blogs Create More Value & More Shares

A blog provides more value to your website. It’s easy to want to spam LinkedIn or other social media networks with your daily deals and sales, but what about other information? A blog is social media share-friendly and does not come off as too promotional. Plus, if a reader enjoys what they’ve learned, they will share it with their network and their network may share it too.

4. Blogs Make Your Website Healthy

Your website’s design and functionality is a huge factor in overall website health. But how do blogs help? Well, one of the main points of a blog post is to engage users. The longer users are engaged, the more likely they are to explore other areas of your business’s website. After a while they may become intrigued by the information you provide and will want to visit more often.

If people are exploring your website, they will find out more information about your company and the services it provides. The longer they stay and explore, the lower your bounce rate, and the higher the possibility of them converting. The more your website is “healthy” the more Google rewards you by placing your website at the top of search results.

5. Blogs Focus on Consumers

Blog content is solely focused on targeting your company’s audience. For instance, our SEO package at Social Eyes Marketing involves creating content specific to your business and its consumers. You don’t want to brag about your business in all of your posts. Instead, offer to be the solution to their problems. A great example is if someone were to ask, “What does an Internet marketing company do?” and then you provide the answer…But you also subtly promote your company within the content as well.

A blog section aims to provide 4 main things for Consumers:

  1. Entertainment
  2. Information
  3. Answers
  4. A Sense of Community

Once you master these, your blog will become an integral part of turning readers into loyal customers.

Boise SEO Services

Hopefully, now you understand the gist of why you are seeing a “news” or “blogs” section on company websites.

Blogs on your website are like we’ve said, an integral part of SEO. By providing your readers with useful content, they are more likely to trust your business and stay on your website. Google will also trust you too. At Social Eyes Marketing we provide blog content as part of our SEO services so that your company’s website lands on page 1 of Google search results. By trusting an internet marketing company in Boise, your company is receiving the proper care and attention that larger firms fail to provide. So let’s chat!

3 Myths About Social Media Marketing

A woman with a laptop on her desk with a coffee in one hand and her phone in another. She has Facebook open on her phone.

Recommended Read: Social Media Predictions for 2019

Why Social Media?

Social media overall plays a huge role in our society everyday. Social media is how you find restaurants to eat at, places to shop at, and a place you can make connections. Not only is social media a huge game changer in the digital media marketing world but it also can be a factor in your day to day life as well. Just in the year of 2019 there are over 3.2 billion users in the world daily. Social media allows you to market to multiple age demographics.

Using platforms like Snapchat, Instagram, Twitter, and Facebook are just a few examples of how you can reach a variety of audiences with social media.The majority of people love social media, while others are still very skeptical about it. With that being said, social media marketing overall has some myths that people believe. Find out why they are not true by reading below!

Myth #1

In order to have a successful presence on social media you have to be located on all social media platforms.

This is not necessarily true. When it comes to your business the only platforms you need to be on are the ones that relate to your message the most. Instagram is all about photos and videos which would work best for companies trying to best show off their products.

Spending more time on one or two social media platforms will allow for better content overall. Focusing on one or two platforms you can put more effort into making those platforms the best they can be. After mastering one platform, hiring a digital marketing company will help expand your company from one platform to two platforms and then to multiple platforms that are all up to date with content that is unique to your company.

Myth #2

The customers I want to market towards don’t use social media.

This is not necessarily true. Social media is used by ages ranging from about 13 to 80 years old, you just have to know what platforms reach the best audience for your product or service. Certain platforms are used by older generations (Facebook) whereas others are used by younger generations (Snapchat, TikTok). You just have to decide who your audience is and that will determine what platforms will best work for you.

People tend to assume that older generations are not on social media platforms but in reality, there are tons of older generation customers that use social media you just have to know which platforms they are using. Facebook is one of the most popular social media platforms for people aged between 50 and 70 years old. If that is your target market, then you need to be marketing your company on that specific platform over other platforms.

Myth #3

Using the same post on every social media platform is most effective.

You need to create ads or posts based on the platform itself because each platform is aimed towards a different audience. Digital media marketing companies will create ads and keep up to date with posts for you that are based towards the correct audience. With access to the tools needed to create these different posts it will make it easier on you as a business in the end if you take advantage of those resources that a marketing company has to offer you.

Finding a Local Marketing Company

Digital marketing companies in Boise are few and far between. At Social Eyes we specialize in a variety of marketing areas including social media marketing. In fact, we do it all! Be sure to give a call if you’ve gained some inspiration for marketing on social media, and need some help getting it started.

TikTok vs. Instagram Reels: The Competition Heats Up

A yellow background and a black iPhone with the TikTok logo on it and earbuds plugged in.

Move Aside TikTok, Here Comes Reels

Instagram has been on an upward climb since it’s launch in 2010. Facebook quickly caught on and purchased Instagram just 18 months after its launch. Now, there is a new competitor in the social media world. TikTok. As you may already know, ByteDance decided to merge Musical.ly and TikTok making it one single app called TikTok. Now TikTok claims that they have 500 million active users, and over a billion downloads. With its rise in popularity, it wasn’t long until Instagram hopped aboard the social media trend train.

TikToks Rise

TikTok allows users to create short videos usually 15-30 seconds long. There isn’t anything particularly outstanding about these videos, they can be about anything. The most common videos you will find on TikTok are of people dancing, singing, or lip-syncing to songs. These songs change almost weekly depending upon what is trending. It is a very fast-paced app, with a new trend catching fire within 3 days. TikTok also allows users to follow others and receive updates on when they post a new video. Popular creators can be found posting up to 3 TikTok videos a day.

TikTok Tutorial Video Below:

TikToks Appeal

It comes as no surprise that the early adopters of the app fall in the age range of 16-24 years old. Since it has become so popular among this age group, users are making an effort to become “TikTok famous” among their peers at school. People like Charli D’Amelio and Loren Gray have gained millions of followers in the blink of an eye. Their rise to fame happened so quickly that others are now trying to compete or “make fun” of the instantaneous “clout” they receive from using TikTok.

Do you think there’s the possibility of people becoming Instagram “Reel famous”?

While there were some early TikTok adopters older than 24, its popularity among that demographic didn’t become well known until a little while later. Nowadays, you will notice older users on the app more frequently. As time goes on, users can expect to see more diverse age groups in videos.

Instagram Notices

Really? It didn’t take long for another competitor to want a slice of the pie. Instagram announced its new Reels feature with hopes that it will compete with the already popular TikTok. Reels are pretty much the same idea where users can take short videos of themselves or of other things in 15 seconds. You can then share these videos on your story and potentially land on the “Top Reels” page.

Check Out This Demo by Techcrunch:

Look familiar?

Will You Use Both?

With Instagram already being an industry leader in the social media world, do you think they should step aside and let TikTok have its moment? Instagram has been known to adapt to user needs with the integration of “Instagram Stories” as a response to Snapchat. Now they are finding a new area they can grow in with through the introduction of Reels.
Instagram has already changed the way businesses market to consumers. Digital marketing companies are constantly adapting and looking for new ways to reach audiences. It’s predicted that over 75% of businesses will use Instagram in 2020.

You’ve probably already noticed the ads on TikTok. It will be interesting to see if those will grow more prevalent or if businesses will find a new way to market themselves through the app.

Conclusion

If anything, TikTok is still a very relevant and growing social media app. It’s not surprising that Instagram feels a little threatened. Come 2020 it will be interesting to see where the pendulum swings, if users will continue to use TikTok, or if they will move over to Instagram Reels.

What’s appealing about Instagram Reels is that it is a feature within the Instagram app. Therefore, you can post photos and TikTok-like videos using one app. You won’t have to download a bunch of social media apps if Instagram will just combine them all.

Businesses are slower to adapt, and ads can really drive away users. Marketing on TikTok will have to be very clever and well-executed so that it looks more natural to the everyday user. As a Digital Marketing Company in Boise, we are always looking for new opportunities and ways to market to the masses through social media. As expected, we will be keeping a close eye on Instagram Reels and how TikTok evolves to combat it.

Social Media Marketing

Social Eyes is a Boise marketing company that offers a variety of services like web design, web development, social media marketing, and video production. If you’re curious about reaching a target audience through the use of social media give us a call!

Reap What You Sow: Why Good SEO Is Like Gardening

A laptop with SEO on the screen

SEO, or Search Engine Optimization, is the key to business success in the digital age – but we don’t need to tell you that. Any marketer knows that getting your site to the top of results pages is a tricky task and yet one that always delivers. So, what is the secret to mastering these three little letters? And how on earth is it like gardening?

Recommended reading: Why Your Small Local Business Needs A Website

Mary, Mary, quite contrary… how good is your SEO?

You should always begin with keywords, the simplest ingredient of SEO when considering your content. Think of them as the seeds to grow your garden of success. Instead of picking the right plants for the right soil, you’re choosing the right words and phrases for the right audience. Ask yourself the following questions:

  • Who is your audience?
  • What information do they want?
  • How do they search for it?
  • In what format do they want it?

Knowing the answers to these questions will allow you to connect with the people who are searching for your solutions, and it all starts with keyword research. This process, whilst intensive, is crucial for your SEO success.

Thankfully, there are plenty of online keyword research tools you can use to streamline your keyword research.

One of the most popular SEO research sites, Moz.com, boasts a free research tool with over 500 million keywords. This helps you discover the average search volume for certain words and phrases or alternative, less competitive keywords.

Seasons and competitors

You would never plant sunflower seeds in the middle of winter, would you? They just wouldn’t thrive at that time of year. In the same way, you need to adapt your SEO as the seasons change.

Your audience will be searching for different things in different months, and your keywords need to reflect this. For example, if you’re offering a limited-time deal or product for the festive season, it’s useful to know that Christmas-related Google searches spike in volume from October through to December.

A little preparation goes a long way: you can prepare yuletide content months in advance, then give it a big push at the right time.
Sunflowers are not only a summer plant, but they also shouldn’t be grown in close proximity to one another as they won’t reach their full potential. Similarly, if your webpage is overcrowded by your competitors on a results page, you won’t achieve the highest volume of traffic.

There are two different strategies to combat this: target the keywords which are used less and therefore have less competition, or deliberately use the same words that have been successful for your competitors and make your content better. The former takes advantage of their missed opportunities, whilst the latter is a more aggressive approach.

Creepy crawlers

Crawlers may sound like something you don’t want in a garden, but when it comes to SEO you definitely do. They are bots used by search engines that scour the internet, scanning billions of webpages for links, keywords, website freshness and more.

Once the information has been collected, it is indexed, which makes it searchable for users. Google’s search index contains hundreds of billions of web pages and is well over 100,000,000 gigabytes in size.

Optimizing your environment

A crawler-friendly website isn’t just about good, keyword-heavy content. It also needs to be formatted correctly. This includes:

In your garden, consider this providing your plants with the right environment to flourish; canes for the sunflowers to cling to and prevent them from wilting, for example. Correctly formatted web pages hosted by a trustworthy provider allow crawlers to easily index your site.

Pruning the dead leaves

Just as forgetting to deadhead your flowers will detract from the living blooms, allowing content on your webpage to grow outdated is an SEO no-no.

If your ‘latest news’ is from two months ago, or the ‘monthly special’ expired weeks ago, you will be giving your audience a bad impression and they are not likely to stick around.

Showing that your website is on top of its content and can communicate well will earn you repeat visits.

SEO expert Cyrus Shepard recommends that when you update a link on your website, you should also update the text around it. This way, search engine crawlers will detect bigger changes to your page, deeming it to be fresh.

Bring in the backup

If all else fails, you can always enlist professional help. Imagine you’d given your garden all the nurture you could, yet it still wasn’t yielding the results you wanted. You have some spare capital, so you decide to invest it by employing a gardener.

SEO agencies are the landscapers of the digital marketing world. They are experts in their field and can offer you audits, content and more to direct traffic to your site. Social Eyes Marketing, for instance, offers expert SEO knowledge that will help you hone your website to Google’s exacting standards.

This option is perfect if you’re serious about SEO as a marketing channel. While it’s not a necessity, getting in an expert gardener to sort your website’s garden out is well worth it for the return on your investment.

Reaping the rewards

So, how is good SEO like gardening? It’s really quite simple: you reap what you sow. Love your garden – sorry, website – and it will love you back.

Plant the correct seeds (keywords), at the right time and in the right place. Make it crawler-friendly by perfecting your environment. Prune away what is old and unnecessary, and don’t be afraid to bring in the professionals if you need to.

Nurture your SEO and your traffic will flourish. By using the right tools and expertise, you’ll be left with a bountiful result.

If You’re (Not Already) Reading This: 5 Books For Market-Minded Thinkers in 2019

Lady reading book about marketing

Hopefully, 2019 has been a year of growth, prosperity, and innovation. That being said, we look to develop within the world of digital marketing by learning from and alongside others. Where some learn best by workshopping ideas with others or testing through trial-and-error on their own, books can also offer an incredible opportunity for reflection and revival.

We also understand that not all books are created equally. Different authors, different styles, different perspectives. That is the beauty of books, though. There is one for everyone. Check out some of our marketing favorites to help you tap into your next level of success.

1. For Building Culture Among Your Marketing Team

Marketing elements and marketing experts are not all the same. Marketing teams are composed of many different specialists whose expertise is significant to the process. In order to make the most out of your team in their tasks as well as their commitment, you need to create a culture that can do both. Alina Wheeler’s Designing Brand Identity (2017) offers just that and more. Allegedly, Wheeler has composed the Holy Grail for marketing professionals. With extensive research, accessible presentation, and integration of constructive soft skills, Wheeler has wrapped up a strong base for marketers to build upon.

2. For the Future of Marketing

In the digital world we live in marketing is a must. In order to succeed and surpass goals, businesses, organizations, and companies need to integrate the framework of intentional marketing into their regular practices. That is, if these businesses are not going to rely on a professional marketing agency for the heavy lifting. Joe Pulizzi and Robert Rose’s book, Killing Marketing (2017), champions this concept that content is king in today’s world. They reflect on the former standards and incoming trends in order to address what they think are the new institutions of marketing.

3. For Thinking Outside of the Box

Are you experiencing an overload of information? Overwhelmed by the mass amount of content? You’re not alone. Norwegian philanthropist and serial entrepreneur, Jørn Lyseggen, has dedicated a book to media insights based on his lofty career in media intelligence. The book, Outside Insight (2016), extends bottom-up perspectives to transform the way your company operates with innovative analyses. With examples from Apple, Facebook, and even former President Barack Obama, there’s something to be learned regardless of your industry.

4. For the Psychology of Marketing

If you enjoyed Michael Lewis’s work with Moneyball (2003) and The Big Short (2010), we have another strong option for you from him. The Undoing Project (2016) is another piece of literature focusing on behavioral economics much like Lewis’s two other books-turned-motion-pictures. This work peeks into the mind of psychologists; Daniel Kahneman and Amos Tversky whose research was focused on judgment and decision-making heuristics. Simply put, Lewis parallels their expertise in metacognition (thinking about thinking) with the nature of their professional partnership. Lewis manages to keep things engaging and on-brand by incorporating his background in market inefficiencies into a story about the ups and downs of two men working together across nearly 30 years. The New York Times even quoted Tversky in its review of the book: “It is sometimes easier to make the world a better place than to prove you have made the world a better place.” Fortunately, Lewis does just that on their behalf.

For those of us in the marketing industry, this might seem a little obscure to read. However, we all could improve upon our interpersonal skills in the workplace. Thinking about biases, risks, decision-making, happiness, quality of life, and even human rationality gives you an edge to better support yourself, your associates, your clients, and your organization in the long run.

5. For a Light Read on Things You Wouldn’t Expect in Business

With a blog by the same name, Eric Barker’s Barking Up The Wrong Tree (2017) unearths some lesser cited realities within the world of business. While he isn’t referring to things specific to marketing, some of the generic practices we find in our marketing world are flipped on their head in Barker’s book. This book is more or less a guide to understanding why we cling to certain ideals as well as how we can evolve into new ones that actually get us to where we want in our careers. Forbes even interviewed the young writer on his perspectives, career advice, and fun facts (from proven research) on what motivates the most successful individuals.

There are a few months left in the year and we are spending more time indoors with the temperatures creeping closer to freezing. Why not spend some time reading up on ideas from some of the foremost innovators in the marketing industry and beyond.

Become Anything but Meek with This Trend Report

Insights for the Fall from Mary Meeker’s 2019 Internet Trends Report

The summer is a peak season for digital and internet specialists. While we don’t normally associate these warm months and hot sunny days with the technology industry, there is an almost overwhelming amount of conferences, conventions, and information releases that take place. Fortunately, we can spend the beautiful summer days to sift through all of these details for application and practice during the remainder of the year.

One of the biggest names in the world of internet technology is that of venture capitalist, Mary Meeker. She is most known for her annual ‘Internet Trends Report’. Based on its reliable track record in anticipating trends in marketing, stocks, purchasing, and internet usage, It is released every summer.

For those of you who don’t use Meeker’s name on a daily basis, we’ll give you a quick rundown on the “Queen of the Internet”.

Who Is Mary Meeker?

There isn’t a shortlist of Mary Meeker’s career highlights because, arguably, every step of her career has generously impacted the industry. Some of her foremost achievements are:

  • 1981 DePauw University B.S.
  • 1986 Cornell University M.B.A.
  • Merrill Lynch stockbroker
  • Morgan Stanley analyst
  • Annual ‘Internet Trends Report’ beginning in 1995
  • Lead Management Team for Google IPO in 2004
  • Kleiner Perkins Caufield & Byers partner from 2010-2018
  • Executive Board member for Docusign, Square Inc., and Lending Club
  • Released ‘USA Inc.’ government business analysis in 2011
  • Founder and partner of venture capitalist firm, Bond Capital, since 2018

In her Internet Trends Reports, Meeker has also supported the now-proven success of the following stocks: Dell, Microsoft, Intuit, Netscape, AOL, Amazon, Yahoo, eBay, and Google.

2019 Trend Breakdown

While much of Meeker’s analysis is centered around statistics and information, she does release her own educated assumptions and predictions based on the hard facts she gathers. Fortunately, for us, this leaves us with information that can track what will be best for you, your consumers, and your partners.

Based on her research, these are six of the biggest trends within the realm of digital marketing:

  1. 51% of the world was active on the internet in 2018
  2. One-quarter of adults were “almost constantly online”
  3. Images are driving online communications; over half of Twitter impressions involve images
  4. Internet ad spending increased by 22% in 2018
  5. American digital media usage increased 7%, an average of 6.3 hours per day
  6. Advertising is an increasingly expertised area due to a rise in industry regulation

Application within the Industry

With these key insights from Meeker’s 2019 report, the industry cannot only address the needs of the consumers but also improve the market for your business. Understanding user outreach, engagement, and retention to adapt current practices will boost your business’s success and longevity.

New precedents have been set based on the statistics mentioned. Look into the best ways to integrate this information into your strategy, whether that’s through high-quality photos, targeted videos, intentional branding, or another aspect of digital marketing. Operating with the trend application in mind will not only improve profits but can also provide heightened accessibility measures for new and existing market segments.

As Meeker addressed, the marketing industry is becoming more specialized and expert-oriented. Don’t settle for ‘good enough’ when there are digital marketing experts out there with the knowledge and know-how to get you in front of the right audience.

How to Differentiate Yourself from Competitors

A cluster of Lightbulbs, one being lit to be different

“Risk more than others think is safe. Dream more than others think is practical.”
— Howard Schultz, CEO of Starbucks

A business is built on an idea. This idea is what drives our risk. Stand out from the rest, don’t be afraid.

Be Different

The way your business is portrayed to the public relative to your competitors is a constant battle for any small business. Most people expect to gain traction right away, some businesses are even making ditch efforts to go “viral” with any sort of content they have. In the marketing world, not only do marketing agencies have to market for their clients, but they also must be consistent marketing themselves. Here are some tips on how marketing businesses differentiate themselves from the rest:

1. Don’t be too Broad

One way to stand out from the rest is to be an expert in one area. You may find that this one area is what is lacking across the board for other marketing companies. It’s better to be excellent at one thing, than mediocre at everything. If your business can pump out some high-quality results, then you can build a loyal client base on one factor, and then you can offer more features down the road.

2. Read the Reviews

It’s easy to put up the curtain and focus on what only you think is best for your business. However, there are many other people out there who have their opinions and are not afraid to share them. Especially in social media marketing, it is important to make a connection with your audience and clients. Building this relationship maintains your reputation and shows that you care what others think. If you can find your strengths and weaknesses through the use of reviews and client feedback, then you are on the right track for finding your area of strength.

3. Stir the Pot

As the quote mentions, risk more than others think is safe. This tip takes some more courage and willpower to stand above others. Being different in a controversial way has been a tactic used by a lot of companies such as Gillette. With their recent ad they may have lost out on some customers, but they built loyalty with others that share the same values they do. Sometimes digging into the heart of your business’s values will spark controversy, but in the end, it will reassure you that your business is making noise above the rest.

4. Emphasize Uniqueness

Try emphasizing your companies’ value through unique offers or catchphrases. Sometimes this can be environmentally friendly initiatives, high-quality equipment, or special offers. Whatever your marketing business does to stand out from the rest is a great focus to push. When you push this uniqueness people will begin to catch on to your repetition. This can prove to be a great way to differentiate yourself from other marketing agencies. If you offer something, no matter how small, that your competitors don’t, then customers are driven to engage with your business more.

The Sea of Marketing

The word “marketing” is a very broad term alone, so it can be just as hard to be a unique marketing agency. Boise marketing agencies are gaining more traction due substantial population growth, but they are also facing challenges differentiating themselves from each other. If you think it’s hard for a marketing agency in Boise Idaho, imagine how it is in larger cities. Hopefully, you’ve gained some inspiration or motivation to stand out from the crowd in this flooded market. Market your values, your beliefs, and build a business that attracts that type of audience.