Digital Marketing 101

Search Engine Marketing That Works

anthony@thebrandcanyon.com (Anthony Scaglione) — Wed, 18 May 2022 06:58:03 GMT

Trust a certified ads professional.

Google's AdWords platform is undoubtedly the king in the search engine marketing world. Google is the most visited website in the world, with over 62 billion visits per year (Similarweb, 2019). It's not shocking that their market share in the web search space is also huge - as of this writing, Google performs almost 92.5% of all web searches (Statcounter.com).

It's not surprising that businesses want to tap into this enormous traffic. But, it's not that easy. Here's what we've learned from using the AdWords platform for the past 10 years.

Many small business owners and marketing managers seeking search engine marketing (SEM) for their websites opt to navigate AdWords themselves. We must say, AdWords has gotten much more user friendly over the past decade. But knowing how to build effective campaigns, write compelling creative, target the right people, and track success should really be left to the pros. Here are some tips:

Seek a Google Ads certified professional.
According to Google, "Google Ads certified professionals have passed multiple assessments that assess their product expertise. They're qualified to help you grow your business on the web using Google Ads." I am the resident Google Ads certified professional at THE BRAND CANYON. We have experience building campaigns and managing budgets for all sorts of businesses. We've worked with budgets from $100 a month to $500,000 a year. We'd love to help you.
Don't go it alone.
It might be tempting to set up your own campaigns, but this comes with a risk. While Google automates some parts of the SEM process, understanding keywords, ad quality, audience targeting, and being able to measure success should really be left to SEM pros. Again, we recommend using a Google Ads certified professional for these reasons.
Understand the connection between budget and results.
The great thing about Google Ads is the monthly budget feature. You set your budget on a daily or monthly basis, and Google will ensure that you don't spend more than that amount during that timeframe. The more you spend, in general, the more impressions you'll get, and the more clicks to your website you'll receive. Budget with those outcomes in mind!
There are more options than just search.
Years ago, the only option to advertise on Google was the common, top of search results page advertisement. We've all seen those. But what's changed? Well, a heck of a lot! Google has the largest display inventory in the world, allowing advertisers the ability to target and generate impressions from static, animated and responsive graphic ads. Additionally, since Google owns YouTube, several video promotion opportunities exist, including sponsored results and pre-roll video ads.

With all of these options and considerations, it's obvious why several of our clients come to us screaming "HELP!!" Maybe you've delved into the AdWords space and are looking to get the most bang for your budget. Or maybe you just want us to manage the whole thing and take it off your plate, allowing you to run your business or handle other marketing tasks. Whatever your situation, we're here and ready to help, Email me today!

What Car Dealers Keep Missing in Their Marketing

anthony@thebrandcanyon.com (Anthony Scaglione) — Tue, 12 Apr 2022 05:36:42 GMT

The auto industry has changed.

Gone are the days of luring excited car shoppers to the lot with an almost guarantee that if you have the right car and a good salesperson, the deal is done. Things are completely different now.

In order to understand how to attract customers to the dealership, first we have to ask the simple question: what has changed? Well, a lot.

If you're a dealer principal, general manager, or general sales manager, you have some big responsibilities. It's your job to understand who your customer is- and this goes beyond just demographics. You should know what sorts of things they like to do, so then you can understand what they might use a vehicle you sell them for in their everyday life. You should know why they buy what they buy- if you're selling a luxury brand, like Lexus, Cadillac or Porsche, you know your customer places high stock in brand equity. That's your selling point: putting your product in an environment. One that resonates with your customers.

Back to what has changed, wow, there's a lot. For one, we know that car shoppers are MUCH more educated than they've ever been before. They know your inventory, the other dealer across town's inventory, and likely every other competitor's inventory within a 100-mile radius of your store. They know the incentives and they know what their trade is worth. And they're going to come to your dealership prepared.

I get this all the time- "what about loyalty?" Is that gone, too? Well, no, I think it's still there, but your customers are changing. The Baby Boomers are a very brand-loyal generation. For years, they've been the bread and butter of most car dealerships. But as the Boomers stop driving and thus, stop buying cars, dealers are increasingly looking for new blood, found in the Generation X and Millennial generations. Some studies have shown , thanks to social media, that Millennials are the most brand-loyal generation. This presents a BIG opportunity for dealers.

When it comes to messaging, dealers are still stuck in the 80s and 90s. Why? They don't understand that their customer HAS changed - not IS changing. They need to stop focusing on Boomers, and realize that they need to reach GenX and Millennials. These generations are looking for something different than their parents and grandparents. They're more cautious with their money. They're focused more on utility as a differentiator (what they actually get from something) versus perceived value, with the latter being more exclusive of older generations. They're looking for the best value for their dollar. They don't want to pay more if they don't have to. And for many Millennials, less is more.

There's no guarantee, though, that when you lure in a Millennial, they'll stay loyal to your dealership, even though they have a higher propensity to be brand loyal. Below are some steps you can take at your dealership to attract a fresh, younger audience and retain them.

1. Meet your audience where they are. Invest in social media, digital marketing and your website. Reduce your spend on traditional media, like TV and radio.

2. Show people in the Gen X and Millennial age group in your ads. If you're doing YouTube pre-roll, this is a great opportunity. It makes the ad relatable to the audience.

3. Get creative with your messaging. Don't just blast an offer and expect it to stick. Younger people are looking for something creative to catch their attention. Consider making a Tik-Tok type video. It doesn't mean you have to degrade your brand with stupidity- just think outside the box.

4. Sell on utility, not the intrinsic benefits. If you're marketing a vehicle that has won awards for safety and reliability, brag about it. If the SUV you're selling has seating for up to seven, say it. Remember, these generations are more concerned with the reliability and utility of products than previous generations.

5. Find points of difference from your competitors and capitalize! Has your dealership won customer satisfaction awards, or been recognized by your manufacturer for high customer satisfaction scores? Let your customers know! Is your dealership the low-price, no haggle leader, or are you celebrating a big anniversary soon? Say it! These are all major differences you have over the competition.

6. Get ahold of me today to get this process implemented. We have over 15 years experience in marketing for pre-owned and franchised dealers across the United States.

Email Marketing Dos and Don'ts

anthony@thebrandcanyon.com (Anthony Scaglione) — Sat, 26 Mar 2022 06:13:25 GMT

So many screw it up and pay the price.

Email marketing is a very effective way to get in front of your customers and prospects. But there is a right and wrong way of doing it, so it really is best to do it right.

A t THE BRAND CANYON, we love email marketing. It really works in Phoenix, Arizona as an effective form of digital marketing. We've been doing email marketing for 10 years, and we've definitely learned some things. So, let's get started.

DO have a reason to send the email in the first place! Sounds pretty silly, right? You'd be surprised how many companies send emails to fill a daily or weekly quota. If you can't think of a simple subject line in under 30 seconds, you probably should rethink the whole thing.

DON'T - and we mean DON'T - buy email lists online. First of all, unless it's handled by a company with consent to send to those addresses, it could be against the law. Those lists are also likely filled with garbage, outdated emails, so you never know what you're getting. And who would want to waste money on that? THE BRAND CANYON will make sure the email lists you're sending to are legit.

DO mix advertising with interesting content that is not advertising. What do we mean? Well, if you're an auto dealer wanting to do email marketing, you might have some offer ads, coupons and some other advertising in your email. Mixing that advertising content with interesting stories, news and some tips will keep people opening the emails when you send them. If the reader isn't in the mood for just ads or to hear about your newest sale, they may stop opening the messages all together.

And finally, DO attempt to collect customer emails when they purchase from you. You'll need to get their consent to send them emails - but if the content you're emailing them in your marketing newsletter is good, they shouldn't mind. Missing out on this collection opportunity is a big mistake.

Let THE BRAND CANYON help you with your email marketing today!

Video Marketing: More Than a Trend

anthony@thebrandcanyon.com (Anthony Scaglione) — Sat, 10 Jul 2021 06:22:16 GMT

Using video effectively is the key.

Video marketing is really nothing new. YouTube has been around for awhile, as has Facebook's video sharing services. So while it may be nothing new, it is still one of the most important digital marketing media.

Take a look at these stats on video marketing from Forbes:

According to YouTube, mobile video consumption grows by 100% every year.
Video is projected to claim more than 80% of all web traffic very soon.
Adding a video to marketing emails can boost click-through rates by 200-300%.
90% of customers report that product videos help them make purchasing decisions.
64% of customers are more likely to buy a product online after watching a video about it.

With these kind of statistics, the power of video marketing cannot be ignored. It might seem obvious why it performs so well; it's engaging, and that's what people want. Facebook's "Live" video publishing is one of the most captivating video platforms, growing the reach of audiences and allowing a business to get in touch with their fans. Facebook Live does so well because Facebook has the users; the whole "live video concept" isn't a new one by any means (Periscope was doing live video long before Facebook). Utilizing your Facebook page's audience to boost your video reach is a great practice.

Whether it's on YouTube, Facebook, Twitter, or Instagram, look for video marketing to continue to dominate. THE BRAND CANYON can help you take advantage of this solid media solution for your business. Shoot me an email to find out how!

Branding: The Value To Your Business

anthony@thebrandcanyon.com (Anthony Scaglione) — Sat, 29 Aug 2020 06:00:38 GMT

It's more than just a logo.

According to the American Marketing Association, a brand "is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers."

Put another way, it's the picture in someone's mind when they think about your business. It's the image that pops into their mind when they think about your product, services and activities your business engages in. It's an important image and one that must be nurtured and never neglected.

It's easy though to get complacent or disengaged when thinking about a company's brand. Business might be off the charts - customers coming through the door, products flying off the shelves. But is your company's image developed to be the best? Is that mental picture in the minds of your customers being nurtured, developed and positioned in relation to your competition?

In order to "build out" a brand, you must think of branding as more than just your business' logo and colors. It's more than that. Branding defines your business' culture - what your business does best everyday. Any good, successful business doesn't just sell products or provide services. The good ones get their customers to LOVE them, so much so that when customers think about the business,

They think about great things. These great things are the pictures of your business, your business' brand. And having a great brand means having a great business, one that fends off competitors and changes with the times.

Call or email us today to nurture your brand. We can't wait.