With COVID-19 altering the global economic landscape in 2020, businesses and retailers have had to overcome practically every conceivable challenge in the past 8 or 9 months.

Now businesses, companies, and advertisers alike are preparing for Black Friday and Cyber Monday deals which, like everything else in 2020, are seeing some drastic changes.

With many major brands keeping their stores closed on Black Friday, there’s a greater emphasis on ecommerce and online shopping. It’s important for advertisers to understand these trends and think about what they mean for their respective industries.

In this article, we’ll be outlining what Black Friday and Cyber Monday are going to look like this year and how certain industries should adjust.

Black Friday 2020 – A longer buying season

It goes without saying that Black Friday and Cyber Mondays are crucial for many businesses in any given year. In 2019, online retail sales spiked by 334% during Black Friday when compared to the first weeks of October. Cyber Monday similarly saw a 330% spike.

Because businesses offer abundant deals and discounts on Black Fridays, sales and conversion rates are unsurprisingly high among customers. With the COVID-19 pandemic placing certain restrictions on consumer mobility, we’re seeing a lot of retailers advertising an extended Black Friday season.

Not only did Amazon Prime hold its Prime Day during October, but other franchises like Target and Best Buy have also begun giving out holiday discounts and deals well before Thanksgiving and are expected to go into December. Perhaps knowing that Black Friday and Cyber Monday will be different in 2020, or because online shopping has grown dramatically since March of 2020, these retailers are giving plenty of offers to entice consumers.

We’re already seeing customers adjust their typical holiday shopping habits by keeping their sights on online shopping. Since the beginning of November, Adobe Analytics has found that consumers have already spent over $20 billion online for holiday deals. The total projected consumer spending during the holidays is currently around $198 billion in many estimates.

Crowdless Friday

The most obvious reason for these large surges in online shopping is the fact that shoppers don’t want to spend their post-Thanksgiving morning trudging around in crowded stores. In fact, major retailers have already announced that they won’t be holding their typical Black Friday sales in-store due to significant safety risks.

Walmart, Best Buy, Home Depot, and JCPenny are just a few of the major retailers remaining closed after Thanksgiving. With the projected increase of COVID cases following the holiday season, not to mention the already high numbers since the election season, companies seemingly aren’t looking to contribute to the issue by inviting large crowds into their stores.

As such, it looks like the world won’t be seeing newsreel footage of shoppers frantically busting into Walmart at 5 in the morning looking for the best deals on flat-screen TVs this year. Instead, retailers are going to be more focused on keeping their online stores up and running with all the traffic they’re expected to get.

So what are online Black Friday and the subsequent Cyber Monday sales going to look like?

Projections for Cyber Monday

Based on 2019’s Cyber Monday sales figures, it’s easy to expect some record-shattering numbers for this year’s online shopping frenzy. Shoppers spent $9.4 billion on Cyber Monday last year, showing the increasing popularity of this format. With Ecommerce becoming a trillion-dollar industry, retailers are preparing for a large surge in traffic in the days following Thanksgiving to make sure their sites won’t crash.

Electronic devices, like Airpod Pros and the new Xbox Series X or PlayStation 5, will no doubt be in great demand. Other industries will likely be leveraging flash deals to drive their conversions as well.

With a longer buying season and a greater emphasis on eCommerce, consumers will be scouring the internet for the best deals on any given product. How can businesses properly capitalize on the inevitable Black Friday and Cyber Monday traffic?

Key strategies for maximizing advertising on Black Friday and Cyber Monday

As we near Thanksgiving and the subsequent Black Friday and Cyber Monday extravaganza, it’s important to identify a few key strategies for marketers and advertisers to take note of. These are general guidelines for maximizing profits during a crucial time for retailers and businesses alike.

Manage your budget according to consumer demands

This year’s unique Black Friday and Cyber Monday landscape presents opportunities for most retailers and businesses. For some industries, however, the weekend following Thanksgiving holds different implications in terms of market trends.

Home improvement is a great example of an industry that could benefit from downsizing their advertising efforts during this time. Every year, these businesses scale down their marketing efforts.

They often lack the resources necessary to compete with larger retailers, such as those selling electronics or clothing items. Even though home improvement stores have seen a surge in popularity during 2020, they can hardly be expected to compete with stores selling Airpods or PS5s this holiday season.

As such, paying attention to annual buying trends could help certain businesses spend their marketing budget more effectively by forgoing an aggressive Black Friday or Cyber Monday campaign altogether.

Increase advertising efforts based on upcoming trends

On the other side of the spectrum, other industries can possibly benefit from an advertising push during Black Friday and Cyber Monday.

The travel industry has been hit hard by the pandemic this year. However, a study by Deloitte shows that 34% of Americans are willing to travel in the next three months.

Furthermore, Pfizer and BioNTech both announced their progress in developing COVID vaccines that are being submitted for emergency authorization to the FDA. Consumer confidence in traveling and tourism will increase assuming cases begin to go down in the coming months.

Certain markets like the travel and tourism industry should try to identify any upward trends and capitalize by offering special deals during this Black Friday and Cyber Monday.

Keep an eye on the competition

Using your competition as benchmarks is a great way to keep pace with ongoing trends. Understanding what’s working for them and going after similar strategies can net you greater conversions during a busy online shopping frenzy.

Benchmarking doesn’t mean copy what other businesses are doing, but rather research their strategies, analyze how and why it’s been so effective, and discuss how similar processes can be applied to your firm. The last thing you want is to be outsold by your competitors in the busiest consumer frenzy of the year.

Create banners to properly advertise products

Exposure and visibility are key. Displaying how many products will be on sale and by how much will entice consumers to check out your products. For those looking to maximize their profits, it goes without saying that creating flashy banners is paramount to creating conversions.

While banner ads have a bad reputation among some consumers, as long as it’s designed and deployed effectively, it’ll only be beneficial to your overall bottom line. Create banners with compelling visual imagery, be concise with your product features and/or deals, and don’t clutter it with too much text.

Leverage email and SMS campaigns

While email marketing can sometimes get a bad rep for contributing to spam, it’s still an effective strategy for enticing consumers. During an especially busy weekend, leveraging email campaigns and strategies is a relatively cheap strategy for increasing conversions.

Alternatively, you can execute your marketing campaigns through SMS advertising, or marketing through text. Though a relatively recent phenomenon, coupling SMS marketing with email can produce great results. During Black Friday or Cyber Monday, the more people know about your deals, the better.

Prepare and execute your Black Friday and Cyber Monday strategies

While 2020 has been a year like no other, there’s still merit in identifying consumer trends from past years to execute successful Black Friday and Cyber Monday strategies. Use this article to find out the right course of action for your business. Knowing what your business or industry needs to prioritize and advertising services based on the data could very well make this an incredibly profitable weekend.

 

 

 

Have you ever taken a Rorschach test?

You know, one of these:

 

Also called an inkblot test, you’ve probably seen one of these in your lifetime. They’re pretty common in pop culture. In short, the goal of the test is to show you a seemingly random splattering of ink on a page and to ask you what you see.

Your answer is supposed to suggest some form of inherent perspective that you have. Since the ink is not “supposed” to be anything, whatever you see is what your mind is “looking for,” in a certain way.

In short, they reveal how you look at things. Sometimes something that is ‘designed’ to look like nothing, or perhaps even something completely different, can be interpreted in an entirely different way. As we recently learned, it’s a concept marketing professionals should keep in mind.  

Our Happy Little Accident

Our internal discussion about perception came up after we ran into what Bob Ross would call a “happy accident” on a website we were working on. Here’s what happened…

Take a look at this stock image:

 

 

Harmless, right? We thought so too.

Our plan was to have text overlaid on this image on a website we were working on. So, to make the text pop more, we blurred it out, like this:

 

 

Still not seeing it? You shouldn’t really, it’s just a harmless blurry picture. Or so we thought.

The final step was to resize the image to fit within the page design. So we cropped it a bit, enlarge it to scale, add our text, bada bing bada boom, and voila:

 

 

Oh.

Oh no.

If you still aren’t seeing it, don’t worry, we didn’t at first either. But lean back in your chair, maybe take a step back from the desk and unfocus your eyes. Kind of like you would if you were, I don’t know, aimlessly scrolling through a web page. See it now?

The troubling visual — which was lost on us until a brave soul in a focus group was bold enough to share their thoughts  — is the general shape of a naked man on top of a shirtless woman.

It took us by surprise too. But once we saw it, we couldn’t unsee it. We’ve since swapped out the picture, and with the help of multiple focus groups, confirmed there is no more accidental porn on the website. All in a day’s work.

After we texted our friends about the mistake, we realized there were a few takeaways worth noting from this incident.

  1. QA test your products like they’re movies. If you want to make a G-rated website, put on your X-rated goggles and comb through the content carefully.
  2. Perspective is subjective. Don’t fight that, just remember it, adapt to it, and use it.

The second takeaway sounds obvious, but it’s not 100% clear what to actually do about it. It’s a t-shirt away from being merchandise at a networking event.

But marketers who actually use this advice are better for it. Here’s how.

Embrace The “Porn” Of It All

Here’s one of the best pieces of advice I ever received: just because your opinion is an educated one, doesn’t mean it’s a good opinion.

“What you suggest can be based on research, white papers, reports, and data, and it should be. But it isn’t a good marketing opinion until the market proves that it works.”

That is the bottom line with marketing: the only good suggestions are ones proven by the market. If it doesn’t end up leading to more profit, in the long run, it’s not a good suggestion.

Our “happy accident” is an example of what we thought was a good idea proven wrong by the market (in this case, users). In our case, we were actually lucky that the error was so glaringly inappropriate. The fact that it was pseudo-scandalous was actually a blessing: it was an error we could not justify, so we replaced it.

But that’s not always the case.

Too many marketing professionals rigidly adhere to their own plans even after the market tells them they don’t like what they’re seeing. They may try to explain away why their strategy isn’t working; it’s advertising’s fault, we aren’t spending enough money, they just don’t understand the messaging, yadda yadda yadda. But if the market’s perspective isn’t seeing the same thing you want them to see, you can’t change how they see it.

It’s not the market’s job to see it how the marketer sees it. It’s our job to show them. So in these instances, we need to do our jobs better.

When we say “embrace the porn of it all,” we simply mean that a different perspective is not your enemy. In fact, it’s a benefit. You get feedback on what you’re doing and can adjust accordingly to create what the target audience wants. Isn’t that what we’re trying to figure out in the first place?

Different preferences and perspectives are half the reason marketers do so many of the things that we do. A/B testing, focus groups, demographic data — all of it is because we have a desire to account for the things outside our assumptions.

Good marketers account for different perspectives, adjust, and use it to better their campaigns.

Bad marketers blame the market.

It All Comes Back To The Client

At the end of the day, marketing teams have one real goal. Make their clients more money, and keep them happy. If those aren’t being accomplished, then there’s no point in our work.

If the marketing team is too prideful to adapt to the market, then they simply aren’t going to be able to deliver on that promise for their client. This is not the industry to have an ego. Marketing success is 100% based around how well a marketer can embrace their missteps and turn them into better results down the line.

Chips Ahoy, or homemade chocolate chip cookies?

I’m hoping you chose homemade. Unless, like myself, you’re an awful baker. Then I understand.

When it comes to quality, it’s hard to justify the assortment of dusty, crumbly discs that lay within the Chips Ahoy carton. On the other hand — when made properly — homemade cookies have the potential to bring you as close to a religious experience as a 12-gram pastry possibly can.

We’re here to explain some ways to help your digital marketing strategy be a little more homemade and a little less factory-formed. Here’s our breakdown of the best ways to avoid cookie-cutter digital marketing.

Know Your Brand, And Wield It

You can’t sell a product if you don’t know what it is.

The trick is, you have to know what you’re selling. Whether you’re running a high-staff company or selling homemade crafts on Etsy, you likely have a good understanding of what it is you’re selling to your customer. You probably know your product inside and out.

But in digital marketing, you aren’t just selling your product. You have to sell your business first. In all likelihood, a larger portion of the effort behind your digital marketing strategy is going to be placed on selling your business rather than your product.

Here’s why: out of all the tactics used in digital marketing — paid advertising, search engine optimization, social media, email campaigns — only a couple of them are going to have the primary job of selling your actual product to the end-customer, with the most obvious example being your website. Once a visitor stops by your website, it is then the website’s job to make the sale. But it’s the job of all those other tactics to get visitors to your site in the first place.

This is why we say you must know your brand, and wield it. Your brand is your business’ biggest unique selling proposition; it’s what sets your advertising apart from everyone else’s advertising. Your brand needs to be conveyed, integrated, and optimized across your digital marketing tactics.

It’s because of this that businesses need rock-solid brand foundations. You need to know what you stand for, why you stand for it, and how your business enacts those tenets on a daily basis. Your brand identity isn’t just for internal morale and wishful thinking. If done right, a smart and thorough brand manifests across your marketing materials — both print and digital — to create stronger marketing campaigns and more customers.

If your brand is cookie-cutter, your marketing will be too. And it is going to affect sales.

Flank Your Competition With Content

For some hyper-specific businesses, getting a foothold in the market is fairly straightforward. When you don’t have a ton of competition, simple press releases and commonplace marketing tactics might get the job sufficiently done.

It’s a lot tougher for those trying to break into more popular market niches. Businessmen and women who want to find footing in fields like health and lifestyle, self-improvement, beauty supplies, or e-commerce (just to name a few) are going to struggle — god forbid you are trying to start an app. The first few pages of Google are a cross-industry bottleneck, and there are millions of professionals trying to force their way in.

To fight back, businesses need an alternate route to attention. One of the most effective methods is through content. Whether it’s articles, videos, infographics, or presentations, content can be the supplementary digital marketing tactic you need to push your name out in front of your competition.

The key to content is to make it trustworthy and valuable to either your target customers or your industry peers. Often times, your content doesn’t even have to directly relate to what you’re trying to advertise. As long as you can present useful, honest information with authority, the content is valuable.

More than anything, content provides a way for the end-user to differentiate your business from the competition through the assertion of your humanity. Content is your opportunity to showcase some creativity and personality outside of promotional channels. You can write an article in your own voice, not the voice of your business.

With good content, an end-user can find themselves identifying with you as a person in a way that rarely happens with a brand. This is how you outflank your competition. Put your individuality on display through your content, and the customers will recognize it.

Own Your Limitations

Apart from a vague brand identity, one of the most commons errors found in digital marketing is inefficient resource allocation. AKA, people spend too much and waste too much time.

If you’re a small business owner seeking growth, the internet is an amazing platform for you to find it. Unfortunately, businessmen and women who are not digital marketing savvy attempt to combat their own inexperience by simply throwing as much time or money at their digital marketing campaigns and hoping it sticks. That doesn’t work.

When that happens, we end up with a digital advertising space flooded with unoriginal, generic advertising methods that not only overcrowd the market space but turn away customers for everybody. People shopping online are smarter and fewer patient shoppers than anywhere else. They won’t tolerate lazy marketing, and when they’re hit with yet another “6 Ways To Improve Your Kitchen” article, they flat out leave the marketplace altogether.

So, what route is there to take for businesses who can’t afford to learn the ins and outs of digital marketing? Simple: cut your budget.

Don’t allocate more money for digital marketing; work with less, and you’ll be forced to use the money wisely. Cookie-cutter digital marketing is barely effective on a large scale, so a reduced budget is going to be aggressively unhelpful to your business.

With a smaller budget, you can allocate funds to the aspect of digital marketing that will improve your business the most in the short-term. Break down what your business needs are today, and begin to build out a focused digital marketing strategy that will have an impact tomorrow.

Does your website look like it was made in 2009? GIve it a revamp. Are your social media accounts active and effective? Start reaching out. Are you trying to grow your brand’s recognition and become a thought-leader in your industry? Start creating valuable SEO blog posts for traction.

All of these tactics are valuable to a business, but simply dumping finances into them and moving on isn’t going to net you nearly as much return as a focused, deliberate, and engaged effort on a singular improvement.

Target As Specifically As Possible

You know how businesses are always told to “find their niche”? In digital marketing, you need to find your niche’s niche.

Digital marketing becomes cookie-cutter when it’s crafted and executed to appease the lowest common denominator. It’s sole, shallow focus is engagement at all costs, and in the long run, it costs your business time and money. It ends up being the vanilla ice cream of advertising — and not even Ben & Jerry’s. We’re talking store brand.

If you want scalable results, don’t market with vanilla ice cream. Localize your campaign strategies and target the audience you know will give you the most conversions.

Consider the same tactic in the direct marketing sphere. Not every business needs a billboard. If your audience is smaller, harder to reach, or only active in certain locations and destinations online, there’s no reason for you to advertise anywhere else.

Too many people advertise on a generalized, wide-breadth scale because they don’t know any better. In reality, the places you make the most out of your digital marketing aren’t going to be the largest, but the most concentrated.
Conclusion

All the tactics we’ve listed here aren’t just applicable to your digital marketing strategy. When implemented, they manifest across your business practices, from production and sales to employee interactions and culture.

Good digital marketing is the fruition of brand utilization, localized strategies, and confident execution. Know who you are, demonstrate why that’s valuable, and own the lane you carve for yourself.

Don’t allow your online presence to become just another cheaply made, mass-produced box of cookies in the aisle of online advertising. Make it custom to your needs and abilities; that’s hope you get something with homemade quality.

Mix Up Your Strategy

Looking for more help? Contact us today — we can start talking about what digital marketing approach is best for your business.

We interviewed EditPaste Founder, Stefan Schulz, to learn more about why he decided it was time to rethink content creation services. What did we learn? That EditPaste is really, really awesome.

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How’s it going?

Good! Busy! We have a lot of projects in the queue and there is a lot to get excited about. Finding a balance of helping our clients grow while simultaneously growing our own business is challenging at times, but it’s fun and definitely rewarding, especially when all the stars align…

Where are you currently focused on growing?

Right now, our primary focus is making sure we continue to deliver for our clients. We’ve always preached that our client’s success is what fuels us as a marketing agency. And that has been true to date and I don’t foresee it really ever changing. From our client focus, we learn a lot and can make decisions on where we should grow, which is not always where we initially set out. Recently, we have been doing a lot of web design projects. Over the course of those projects, we started to pick up on a pattern: once the website was complete, our clients always asked, “What’s next?”

We played around with doing SEO and monthly web contracts for inbound marketing. It seemed like the next logical step, and it is sometimes, but only for businesses with large enough budgets. The problem is that those types of recurring arrangements rarely ever benefit, or make sense for small businesses. When you throw out a proposal for a $4,000 / month retainer, most small businesses run for the hills. This was a hard fact for us to swallow at first. We couldn’t believe that a majority of our small business clients weren’t responding, especially since the initial web design projects went so well. So, a big part of our growth has been finding and developing workable solutions to post web development for our small business clients, and the market in general.

Is that how EditPaste came into play?

Yeah, absolutely. EditPaste really was a play on “copy and paste” and intended to re-engage some of our–for a lack of a better term–sleepy clients. We wanted to make adding content, which is super important for marketing your website, simple. The idea came from us constantly banging our heads against a wall with post web development. The wall being the small business market that knows they need content, understand the value of quality content for their website, but do not want to go through the process of developing content. Basically, we found that most small businesses look at content like they look at art–as an investment. Like good art, they usually do not want to purchase content until it is tangible, something real that they can see and feel.

So, EditPaste provides custom, ready-made content for free?

Well, not exactly. Obviously, we are not in the business of giving content away (laughs). Our goal was simply to take the up-front risk in developing content out of the equation. Too many times, we heard the same sob stories…a lawyer trying to write an article in his downtime and never finishing because he was burnt out…an entrepreneur hiring a freelancer, then having to make countless edits to get the voice to fit her brand…Content is like any other investment. When it’s done right, it delivers an awesome return. When it isn’t done right, and it drags on forever, or isn’t utilized properly, it’s a waste of time and money. We provide awesome content, edited and ready to go to work. It doesn’t cost anything to start receiving the content, but when someone wants to use a piece, they purchase the exclusive rights, download it immediately, and use it any way they want.

What happens if someone doesn’t like the content you develop?

Well, that’s a bummer on our end (laughs). EditPaste subscribers are not obligated to purchase the content we develop. Our big selling point is “Buy content that you want, when you want it.” Our strategy is to develop quality content that sells though, not just for us, but for the small business, or business owner that buys our content. We are really putting our money where our mouth is, but we are willing to bank on ourselves. If we can’t prove what we say we are going to do, how could we expect anyone to pay us hourly, or keep us on retainer?

To offset the costs, do you have to price your content high?

That’s a good question. We weighed on this internally quite a bit. One question we asked ourselves was “Do we want to sell content? Or do we want to sell a content marketing solution to small businesses?” What we agreed on was the latter of the two. If we wanted to just sell content, we would have to sell a ton of it, or mark up our work like crazy, to be profitable. Neither of which would work. For one, there are plenty of content repositories out there–we call them content mills. They just pump out content like crazy, but there’s no real rhyme or reason to most of it. A lot of it is spun content too and not really unique, so there’s no real value, especially when SEO is the end goal. Also, there’s zero follow up. What happens to that busy lawyer who purchases an article? He’s probably not a WordPress expert, or a social media guru, or a PR pro. He has content now, but no way of getting it posted to his website and distributed to channels that deliver the return of investment he’s looking for.

Marking the work up doesn’t make sense either because it would then drive away the small business market that we were hoping to attract. To answer your question directly, we price our content at a fair rate. Every piece is a little different and is based on total development time. We track our time thoroughly. By providing awesome content, and posting and distribution services, we are hoping to demonstrate our abilities while helping scale the customer’s business. As an EditPaste user begins to implement their content, we can evaluate the performance and provide insights on what it is delivering. Not only does this give us an advantage against other content delivery services, but it puts us in a position where we can look to expand our involvement and develop custom offerings.

Give us a ballpark. What does an article cost?

If we’re talking strictly ballpark figures, our standard, text based articles are anywhere from $80-150, which is really at cost. Remember, this is for strategy, keyword and industry research, writing and editing, and all management. Again, we’re not looking to sell just articles, we’re selling a content marketing solution. EditPaste is not A to B, it’s A to Z.

We also do more than just written articles. White papers, infographics and explainer videos are in high-demand more than ever. When it makes sense, we’ll invest in these resources as well and price them the same way as our custom articles to account for our development costs.

What type of feedback have you received so far?

It’s all been extremely positive. I’m really excited for the future. We did a slow roll out to our existing clients to get feedback before going live and everyone was full gung-ho. It was actually a little overwhelming at first. We were kind of thinking, “Oh crap, how are we going to develop all of this content?” That’s not a bad problem to have!

From that initial roll out, we’ve stayed busy and have been refining our process to better suit the needs of our clients. One of our hot buttons has been on-boarding. We want to get as much info as we can before starting without being overly intrusive. It’s important to set expectations. We don’t want to assume anything. Another hot button has been visual representation of our strategies. In other words, why did we choose to develop a certain article. What keyword volumes and expected impressions can be expected if the content is utilized properly? To date, nobody has said this is stupid, Orpical, stop. I’ll take that as a good sign.

Quite possibly the best feedback we’ve received has been indirect from organic traffic. With zero marketing budget, other than a landing page and some spontaneous social sharing, we’ve had a natural flow of subscribers. The interest is international. I’ve spoken to people in the States, but also Australia, the United Kingdom, and parts of Asia. The industries are equally diverse. We’re in development for cloud hosting companies, travel agencies, educational institutions, and mixed martial arts. It’s pretty crazy!

What’s next on the docket? Where do you see EditPaste next year?

In a year, I see EditPaste as a self-sufficient component of the Orpical Flywheel. From how we on-board, to conceptualization, to content distribution, to defining when and where we involve our senior business consulting team members. I’m not going to be the only one developing this content (laughs). That would do us no good, and also be doing our client’s a disservice. We need a multitude of fresh voices with wide perspectives. That’s what people want and that’s what Google wants.

One thing I am really looking forward to is the development program that we are incorporating into our model. Kids that just come out of school, or those that still are in school, are battling the experience conundrum, where employers and hiring managers are looking for backgrounds that frankly do not exist. How do you get work experience if that’s a job requirement? I see EditPaste as a fun, but intensive training program that exposes aspiring marketing professionals to an entire ad agency work cycle. We’re not looking to help people become better writers–there are a lot of those out there. We’re looking to develop executives from the ground up.

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Avoid paying for content that you may not love. Sign up for EditPaste and only buy the content that you want, when you want it.

Buying content for your website can be a really smart investment.

Depending on your skill level, you may not be able to create effective content on your own. And depending on your current schedule and resources, hiring someone may not be realistic or even financially feasible.

But that doesn’t mean you shouldn’t look to invest.

Thanks to innovative content delivery services, business owners can now take advantage of quality content without the up-front commitment.

Here are 5 signs you’re ready to for new content and where to go to lessen your work load and costs:

1. You just launched your website

Time to get rid of that Loren Ipsum that’s collecting virtual dust. When you build a website, there is often a sense of urgency to get it up as quick as humanly possible. This sometimes results in sacrifices when it comes to writing quality content. You knew you wanted to blog. And you knew that you needed to write that “how to” article, but design and development took priority.

2. You have a folder full of half-finished documents

Evernote. Google Docs. Word. Stickys. Pick your poison. Whatever you use to take down notes and harvest your head, it doesn’t matter. Over time, our desktops and the cloud become littered with “once upon a times”, aka the tomb of business relics. Free your stagnant ideas from purgatory.

3. You are tired of reviewing/editing work

Ever enjoy reading the same thing three different times, three different ways? Yea, we didn’t think so. Who in the world has the time to consider whether a sentence should use a colon or a dash? Reviewing and editing is important, but tedious and a poor use of your time. Buy ready-made articles for plug and play.

4. Your current content is stale

2012 was a pretty good year, but it was also five years ago. Remember KONY 2012? How relevant is that now exactly? Your website may look and function perfectly, but the context of your business has likely changed over the years. Relevancy is huge, especially when it comes to search and of course user retention. Making sure your website is fresh, with varying perspectives that match your business objectives is certainly a good thing.

5. Your business is growing

If you are ready to buy content for your website, chances are your business is growing. Like anything else, articles and content are investments. When researched, written, and distributed properly articles provide an effective and intriguing ROI opportunities. Beyond driving new, qualified traffic to generate leads and sales, well-written content can revitalize existing customers, and even support your operations and sales. Keep scaling your business, feed the beast.

What Next?

Even if you are just beginning to show early signs of content fatigue, it’s smart to evaluate different ways to buy articles for your website.

EditPaste by Orpical Group is rethinking content development. We provide ready-made, 100% custom content for you review. With no up-front costs or commitments, our search engine optimization experts and in-house content developers strategize, write, and edit quality content for your website.

Signing up is free and takes less than a minute. Once you sign up, an EditPaster will start sending content to you for your review. Only buy the content when you want, when you want it.

Need help posting an article you purchase to your website? Want to boost paid traffic to your new content? No problem, your EditPaster can assist with that as well. We will set up a secure environment to access what we need to share your content with the world.

Click Here to Start Receiving Custom Content

Avoid paying for content that you may not love. Sign up for EditPaste and only buy the content that you want, when you want it.

 

You may not agree on the station. You may not agree on the playlist or the genre or who the best rock band of all time is (Led Zeppelin, obviously). You could loathe Christmas carols or Classic Rock or whatever the office mandated soundtrack to your day is. (Anyone who’s ever worked in retail or at a bank knows this truth all too well).

Or you could be like most people, who enjoy a sampling of their favorites in the privacy of their headphones or ear buds.

Despite what your music preferences may be one thing unites us all. Music is scientifically proven to have a positive impact on productivity in the workplace. Study after study confirms the science behind it, acknowledging that the chemical known as dopamine is released in our brains when we hear music, and dopamine helps boost our mood. A happy worker is a productive worker, making music its own kind of catalyst to business success.

Combine that with a well-laid out business plan that appropriately integrates elements of the ever-evolving world of social media, search engine optimization and search engine marketing, and you have earned yourself a one-way ticket to paradise.

So the time is now to channel your inner music lover and embrace the ambiance provided by a compilation of search engine marketing tracks sure to entertain and inform you of everything you should expect from a search engine marketing company worth their weight in Grammy’s.

#1 – TLC – No Scrubs

Identify the right keywords, scrubs need not apply

Most search engine marketing services revolve around a pay-per-click model, which is exactly as it sounds. You want to drive traffic to your website, and clicks get them there.

How that happens begins with a process of identifying the ideal keywords to use that will fit best with your goals, product offerings and target audience. A big part of creating a successful pay-per-click marketing campaign is knowing what keywords do and don’t work for you.

A good search engine marketing company “don’t want no scrubs.” When it comes to hanging out the passenger side, PPC marketing can’t get no love from anything but the best keywords that promise the greatest impact for the campaign.

#2 – Survivor – Eye of the Tiger

Keep your ad campaign’s eye on the tiger

Once the most effective keywords have been identified, it’s time to play around with different configurations of PPC advertising. Trying out a few different ad sets and ad variations to see what works best for your unique search engine marketing campaign is akin to keeping your eye on the prize. That’s where a pay-per-click agency thrives by “rising up, straight to the top,” “just a plan and its will to survive.”

#3 – Phillip Phillips – Home

Bring it all home (to your landing pages)

Once the keywords are understood and the ads are created, it’s time to bring it all home. Curb appeal has its perks in the PPC management realm, where search engine marketing services companies want you to “know you’re not alone, ’cause we’re going to make those landing pages their home.” Often the landing page is just that, a welcoming beacon that can either make or break the entire pay-per-click process.

#4 – Marvin Gaye & Tammi Terrell – Ain’t No Mountain High Enough

Ain’t no mountain high enough, to keep us from getting leads to you, babe

Tracking installation and testing are the next steps to making sure everything will fall into place at campaign launch. Like any of the steps in the process, this is one that involves careful consideration and collaboration from everyone on the team to make sure the i’s are dotted and the t’s are crossed. A good SEM company is confident that together they can help clients reach new heights. And more importantly, track where exactly those leads are coming from. “Ain’t no mountain high enough, ain’t no river wide enough, to keep us from getting leads to you, babe.”

#5 – The Smashing Pumpkins – Today

Today is the greatest (campaign launch day)

It’s time for all that behind-the-scenes work to go live. The keywords are in place, the landing pages are ready and today is the day. Campaign launch is the day we say “we wanted more, than your old page could ever grant you” and “today is the greatest day you’ve ever known.”

#6 – The Beastie Boys – No Sleep Till Brooklyn

No sleep, no sleep till we’re cooking.

Whoever said life is more about the journey than the destination knew something about the future of AdWords, Bing Ads, and other search engine marketing platforms. The work doesn’t end after launch, it begins. Search engine marketing is an ongoing process of monitoring performance to ensure the pay-per-click advertising process is doing its job. PPC management agency professionals get no sleep until the campaign is optimized and countless hours are spent working on and tweaking the ad copy, analyzing top performing keywords and adjusting bid strategy, among other things.

#7 – Led Zeppelin – Stairway to Heaven

SEM is your stairway to heaven

An effective adwords management company ultimately conducts an assessment that includes providing analysis and feedback from the overall campaign. It is at this point that pay-per-click management services are evaluated for their return on investment. It is something most PPC management companies know will “glitter in gold, because you’ve bought a stairway to heaven.”

#8 – Alan Jackson, Jimmy Buffet – It’s Five O’ Clock Somewhere

And it all starts all over again tomorrow

And the best part of it all is that a good SEM company knows when its quitting time. (Aside from the overall effectiveness of search engine marketing services, obviously). They know when it’s time to put down the spreadsheets and data and let off some steam. Because tomorrow is another day.

Let’s face it, we’ve all got our quirks. We all have those unique traits that play into how we function in the working world. So what would it look like taking the kids to see the monkeys at the online marketing agency?

No two zoos are the same, and the same can be said for online marketing agencies. Yet the cast of characters is often liked by some undeniable (not to mention humorous) personalities.

If your online marketing agency was a zoo….

Creative Director

The Creative Director is the king of the jungle. They don’t do the hunting; that’s the account manager’s role. But when the finished product is ready to go, they feast and get the glory.

Copywriter

Copywriter: Deemed by most fans of all things aviary, copywriters are the parrots of the online marketing world. They are thought to be one of the most talkative members of the animal kingdom and are wordy by nature. The only catch is making sure they are able to wrap their clever minds around copyright law.

Web Designer

Web Designer: Don’t be fooled by their characteristically lovable demeanor. Much like koalas, web designers are clever, creative, charismatic and stubborn. They are resourceful, and make up for what they might lack in fashion (Hawaiian shirts, really?) with their design dexterity.

Web Developer

Web Developer: Self-awareness can take a web developer far in this day and age. These elephants of the online marketing agency realm dream big and live larger. They are responsible for making sure the visions of the creative director, web designer and copywriter align in a harmonious way capable of reaching the masses.

Account Manager

Account Manager: Most account managers carry an all-knowing air about them. No order is too tall. They oversee projects and approach things strategically, acting incredibly quickly when necessary.

Sales Director

Sales Director: They are suave, frosty and determined. An effective sales director innately knows the audience, entertains crowds gracefully with almost no effort, and just keeps swimming regardless of the circumstances (like global warming).

Public Relations Specialist

Public Relations Specialist: While it may be true that everyone has a different favorite animal at the zoo, scientifically speaking the otter is among the most social of the zoo animals. Much like public relations specialists, they are the “people people” in the marketing hierarchy, charged with managing the company’s image from the outside. Sometimes their approach may not make sense to the outside world until the final product has reached its audience and the message has infiltrated successfully.

Search Engine Optimization (SEO) / Search Engine Marketing (SEM) Specialist

SEO/SEM Expert: Always ready to charge, the rhino’s horn symbolizes a passion for boosting search rankings and increasing profits. They may be a bit rough around the edges, but they are surprisingly agile despite their poor eyesight. These tech-savvy gurus are constantly looking at data and reports on everything from Google Analytics to Webmasters (another reason for fatigued eyes).

CFO

CFO: It is a job none too small nor too easy, and takes a certain kind of sloth to do it. Pouring over financials and reports is a necessary role played best by a person with the ability to stay focused and get the job done, no matter how slowly or how long it takes. Numbers are things that just can’t be rushed.

Executive Assistant/Office Manager

Executive Assistant/Office Manager: Many office managers are good listeners with just the right amount of hop in their step. They could potentially get in a boxing match with you. And they may or may not also have a funny accent and drink (more than) the occasional Fosters. Regardless, the executive assistants are well often well loved and are essential to the team’s success.

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About Orpical Group

Orpical Group is a full-service online marketing agency. Based in New Jersey (NJ), we specialize in logo design, branding, web design and development, search engine optimization (SEO), and search engine marketing (SEM).

Since 2012, we have helped our clients realize and sustain high levels of individual and organizational performance. We don’t believe in a one-size-fits-all marketing approach. We believe in our clients. And our clients believe in us because we are invested in success.