Digital

By Todd Moskowitz

A common question our team receives is “what exactly is programmatic advertising?” 

By Patrick Mendonca

Have you ever seen Invasion of the Body Snatchers?

By Doug Gunsolley

Businesses know that online marketing is an effective way to drive interested prospects to your website.  But getting them there is only half the battle.  It’s not just about driving traffic but getting those users to act.  That action may be a phone call, form submission, or a physical visit to your location.  These valuable actions are the first step in what can ultimately turn into a sale.  So, one of the goals of a great landing page is to increase these conversions. Read below for eight ways you can ensure that your business has an effective landing page for each of your services.

1. Make sure your page is mobile-friendly.

Over 50% of searches are done from mobile devices.  With the rise of mobile search, your landing page must be mobile-friendly as well.  A mobile-friendly website is designed to display correctly on mobile devices.  Features such as click-to-call buttons, click to open map navigation, and easy to use forms are hallmarks of a mobile-friendly site.  Google research shows that consumers prefer mobile-friendly sites and are more likely to buy from companies that have them.

2. Feature calls to action.

A call to action makes it clear to potential customers what action to take on your site and what will happen.  For example, is it “call now” for a free quote, or “fill out form” and someone will contact them shortly”?
This is the chance to motivate your audience to take real steps to become a customer.  You should have multiple calls to action on every page so that a user does not need to navigate the site in order to reach you. A phone number at the top of the page, a form in the middle, and the phone number and address again on the bottom are examples of making it as easy as possible for a user to contact you

3. Use clear, concise and organized copy.

A landing page needs to effectively communicate what it is you are providing to the reader.  How readable does the page look? You don’t want the content to look like a massive wall of text.  It is important to break up your text into easy-to-read chunks of information using headers, bullet points, or numbers. People can absorb the information in text much easier if it comes in smaller bites.

4. Talk Directly to your Target audience and their needs.

For example, if you are a New York City plumber offering emergency repairs, a headline such as “Emergency Plumbing Service to all of New York City in 90 minutes or less!” answers the need of someone in your area looking for immediate service.

5. Organize pages by product, service, or subject.

Keeping pages to a single topic keeps the reader focused on what they are looking for.   For example, if you sell backpacks and hiking boots, having a separate page for each allows the reader to find the specific information on one page without having to continually toggle between pages.  Separate product and service pages are also helpful for Google and the other search engines to index your site.  Proper indexing can help your site get better organic visibility.  Another benefit of organization is helping make online advertising more effective by leading keyword clicks to the correct content

6. Use images and video to help convey your message.

Graphics and video provide interest to your page and, when done properly, show the reader the context of use and benefits of what you are offering.  You’ve heard the phrase “A picture is worth a thousand words”.  This is certainly true when images are used properly on websites.

7. Link to your Social Media pages.

This is another must-have for your site.  Consumers now research business more than ever.  Readers want to see your business on other platforms besides just your site.  Linking your site to social pages like Facebook and Instagram, and review sites such as Yelp let visitors see how other folks have interacted with your business.

8. Call in the professionals.

When all the elements of a good landing page are put together correctly, your site is much more likely to turn viewers into actual revenue producing clients.  Here at Connoisseur Digital, we have developed hundreds of websites that help businesses turn site visitors into customers.  Contact us today to see how we can help take your website to the next level.

By Erica Chludzinski

Whether you’re shooting a commercial to advertise your brand or filming an event to share with employees, video is a crucial part of running a successful business. Eighty-one percent of businesses use video in their marketing strategies, and for good reason. Video can help your business thrive in all aspects of marketing and branding including digital advertisements and social media content.

Digital Advertising

Digital marketing, especially programmatic advertising, can be crucially enhanced with the placement of a professionally produced video. Both video PreRoll and GeoVideo, the video counterparts of Programmatic Display and GeoFencing, allow your business to serve a video commercial to your target audience. Seventy-two percent of customers prefer learning about a product or service through a video, so having a quality video to detail your business’s services is key to utilize digital video advertising.

Using PreRoll and GeoVideo – both strategies that serve videos on mobile – is a smart way to spread your message to people that are listening (and watching!). People are 150% more likely to watch videos using their mobile devices. Not to mention video consumption through mobile devices rises by 100% every year.

Connected TV and Over-the-Top advertising is another strong way for your business to share your message with your local – or nationwide – audience. Connected TV and OTT reach consumers who have opted for online streamed television instead of traditional television, a tactic that is quickly becoming a thing of the past. 78% of people watch videos online every week and 55% of those watch every day. Connected TV and OTT allows your business to share their message with consumers that are already tuned in and are watching their desired content. This means that your audience is already captured and prepared to absorb your message!

Social Media Content

It’s clear that in 2020, every business needs a social media presence – including yours. Facebook users view an average of 8 billion videos a day, making Facebook the prefered video marketing platform for 81% of businesses. Facebook posts with videos also garner the most engagement on the site (a whopping 13.9%). But Facebook isn’t the only site where video advertising is crucial. Instagram is also a social giant in the video marketing world. Seventy-five percent of Instagrammers take action after watching a brand’s video and 72% buy a product that they’ve seen in an Instagram video ad.

If your business is more of a Business-to-business company and is more heavily involved in the Linkedin platform, you’ll still want to harness the power of video marketing. Linkedin video campaigns have 82% view rates, which is probably one of the reasons that 51% of video marketers use this site.

Get Ferocious with Your Video Strategy

Want to launch your video marketing strategy but don’t have the content? Enter Ferocious Content, a video production company that will work with you to produce the perfect commercial or brand video for your business. Whether you’re looking to launch an online commercial campaign or post an Instagram video featuring your next release, Ferocious Content can help! Visit their website today or call 203.571.6066 for more information!

By Emily Kane

Can you remember the days when you weren’t grabbing for your phone, opening your Social Media apps, and scrolling didn’t feel like a magnetic force? In fact, 59% of people check at least one Social Media platform a day, with over a third of those people checking them over five times a day. Social Media has become the fast, budget-friendly marketing that businesses need to succeed in today’s market. According to Buffer, 73% of marketers have found effectiveness and growth in their business from Social Media Marketing.

As the do’s and don’ts of business Social Media etiquette evolves and changes, two key factors remain in maintaining online success: polished and professional content. The separation of business and personal Social Media accounts is imperative in having a successful online business presence. Social Media Marketing is a tool for businesses to find and engage their business’s target audience, not their personal, preferred target audience. Topics such as politics, gossip, or personal belief content should not cross with business social accounts. At the end of the day, isn’t the goal to continue to grow a successful business with consumers who are interested in your product or service regardless of how their beliefs differ from yours?

There are three main benefits of Social Media Marketing and content:

1. Increase sales
2. Build brand awareness
3. Develop relationships

In order to successfully utilize these benefits, a business’s social media content must align with what the consumer is engaging in on each platform. Different Social Media platforms require different styles of content. For example, 58% of consumers prefer visual content such as graphics, images, and produced video over lengthy text. However, the audience may respond differently to video content on Facebook vs. video content on LinkedIn. This is where the help of a professional Social Media Marketer can come in.

Producing effective content takes time that many businesses do not have to give on their own. Investing in a Social Media professional to create quality content that is professional, polished, and consistent will pay for itself with the success that Social Media Marketing can bring to a business. A Social Media professional understands how to produce content that caters to your specific target audience and has the time to develop content that increases engagement on only the platforms that are going to be the most helpful in your business’s online success. They understand the importance of taking the time to develop different forms of content for each utilized platform instead of posting the same across all of those being used.

How many business owners have the time to understand Social Media algorithms, research updates and changes on each social platform, or interact with customers not long after they engage in a post? The answer is very few, and that is where the Social Media Management team at Connoisseur Digital can step in to give you the time to focus on other important parts of your business! Give us a call today for more information on how we can help you help your business thrive.

By Erica Chludzinski

In today’s digital world, maintaining a strong marketing partnership is key to producing quality advertising campaigns. It is easy to get swept up in the digital details – impressions, clicks, visits – and forget about the most important part of the campaign: the client. At Connoisseur Digital, we pride ourselves in maintaining strong relationships with our clients and providing exceptional customer service. Here at Connoisseur, we call it the Connoisseur Experience. Below are three ways Connoisseur Digital strengthens bonds with our clients and, in turn, produces outstanding digital campaigns.

1. Same-Day Customer Care

Our team of expert analysts will address any concerns or questions you may have within 24 business hours of receiving your email or phone call. The Internet is an ever-changing environment and it can be difficult to keep up with all the moving parts of a multi-faceted digital campaign. The team at Connoisseur Digital is here to help!

2. In-Person Meetings (at Your Request & Convenience)

In a world of emails, calls and text messaging, it can be easy to slip into the habit of avoiding face-to-face communication. Our account executives know how important it is to meet with our clients, visit their businesses and understand their needs and goals. Your digital campaign is an extension of your business and we want to ensure that we are capturing your message and style throughout your online presence.

3. Constant Campaign Monitoring & Audits

Digital campaigns are complex and require monitoring to ensure that they are bringing the best results to your business. Our team of expert analysts constantly monitor all digital campaigns to make sure all campaigns are optimized for maximum performance. Our team provides routine analytics reports, as well as providing assistance interpreting the analytics themselves.

When your business invests in digital marketing with Connoisseur Digital, you aren’t just buying advertising, you’re hiring a team of professionals to plan and execute a winning digital campaign. Interested in working with a team of digital professionals to enhance your business’ digital presence? Contact us today!

By Erica Chludzinski

Instagram is one of the fastest growing social media platforms with over one billion active accounts worldwide. With over 200 million users visiting at least one Business Profile every day, Instagram is an important place for your business to be. Already have an Instagram Business page, but still have some questions? You’ve come to the right place. Below are answers to the 5 most commonly asked questions about Instagram for Business.

1. What is the difference between a Post and a Story? When should I utilize one vs. the other?

A post is an image or video that appears on  your feed (or homepage). On your feed, you will see the posts of people you follow. When people follow your business, your posts will appear on their feed. Feed posts are great for featuring your business’s polished content, like photos or videos that you want your viewers to like, share and comment on.

A story is an image or video that appears on the very top of your feed in a reel. All of your followers can view your story, but only for the first 24 hours after they have been posted. Story posts are great for behind-the-scenes videos or in-the-moment images that you want to share with your followers, but don’t necessarily want to post on your page. If you post a story that you want to save to your page, it can be preserved as a “Highlight” on the top of your profile.

1. Is it better to post a video or an image?

Both! Studies show that videos receive the most interaction on Instagram. However, images and carousels (groups of images) remain the most popular medium to post. Only 18% of Instagram posts are videos!

The type of content you should post depends on the topic or message you are posting about. Videos work great for tutorials on how to utilize a product or service. Images are great for showcasing finished products or items available for purchase!

1. What are some tips for writing an effective caption?

Studies show that captions with 1-50 characters see the best response rates, so keep your caption short and sweet! Studies also show that the more emojis used, the more likely your audience is to engage with your post. That being said, always make sure your emoji usage is tasteful and professional. You never want to take away your post’s professional polish by cluttering the caption with emojis.

1. How do I use hashtags?

Depending on the size of your business, studies recommend using between 1-10 hashtags in the comments of your Instagram post. Hashtags can bolster your business’s Instagram footprint by ensuring that your post can be found in the Search section of the social site.

Not sure which hashtags to use? Do your research! Visit your competitor’s Instagram pages and check out what hashtags they’re using to tag their posts. You’ll want to use hashtags that describe your brand, your products/services and your target audience. For example, a cake shop may want to use hashtags like #bakery, #cupcakes, and #birthdaygirl.

1. Should I utilize Instagram ads?

Instagram ads can be a great tool to spread awareness about your brand, bring traffic to your site and encourage engagement with Instagram users. Before you get started with Instagram ads, make sure you know your marketing goals, target audience and allotted budget. Launching and maintaining social media advertising campaigns can be overwhelming, so consider consulting an advertising professional before you jump into the world of Instagram ads.

Have an Instagram Business page but having trouble maintaining your business’ presence on the social site? The professionals at Connoisseur Digital specialize in managing Instagram Business accounts, from content to ad campaigns. Give us a call today!

By Robin Faller

Like wakeboarding? Then you are the perfect candidate for a Search Engine Optimization, because the success of your website’s traffic and lead generation will be solely dependent on wild swings in search engine results. Google changes it’s ranking factors 40+ times a month and at times their modifications can create swings (moderate to wild) in your website traffic.  In recent months, we’ve seen variations in rank and Google verified they are making some significant changes to their search algorithm.

Looking for smoother ride? Search Engine Marketing is a great addition to your Search Engine Optimization program, and provides the necessary control to compete on page one as much as your budget affords when Google or Bing show ads. If you own a retail business, this includes competing for the ad spots on maps and benefits like monitoring estimated store visits.

Search Engine Marketing (SEM) allows you to control how your budget is being spent relative to

Bidding (paying more or less) for factors that matter, things like…

• Hyper local location by zip code
• Demographic
• Service (ad group or campaign)
• Keyword
• Conversions (phone or forms)
• Location
• Time of Day
• Device (desktop or mobile)

Every time we launch a new account, I’m reminded how much I love Search Engine Marketing. Whether is a medical office, law firm, or home improvement business, we see the business score new customers and increase sales to existing customers. I’ve had customers make new businesses profitable quickly and others refine their revenue strategies and sell their company for life changing gains.

At Connoisseur Digital, our team is expert in this service. We are often called in to evaluate campaigns and counsel advertisers of all sizes about how to improve. For a complimentary SEM or SEO consultation, call our office today.

By Patrick Mendonca

It is more important than ever to think outside the box when it comes to recruitment. The unemployment rate in the current U.S. job market has hit a historic low, and the best candidates for new hires are already employed and not actively looking for a change. To make matters worse, the few professionals who are in the midst of a job search have begun to lose faith in traditional job boards. Therefore, businesses must reach these potential new hires where they are already listening.

Radio is the top traditional media that reaches adults of all ages. This is a weekly reach of 90% for people aged 18 to 34, and an impressive 92% of all adults over the age of 18.  Recruitment campaigns on the radio can reach and target working adults when they are most receptive – in the car. After salary, a CareerBuilder.com survey found that commute time (59%) was one of the primary reasons people left their past employers.

Drive time is the perfect time to recruit. While many professionals aren’t actively looking for new employment, it is also true that 78% of them would be open to change if the right opportunity came along.

A company’s brand is just as important as the offer. 69% of job hunters would refuse a job offer from a company with a bad brand. This includes the unemployed. A crafted radio campaign heard on a potential employee’s favorite radio station is the perfect first impression.

Digital campaigns can reinforce this positive message and give potential recruits a point of action. Geofencing allows businesses to catch the attention of their competitors’ employees or become top of mind in the next generation of the workforce.

Here are a few examples:

1. Nurses can be found by targeting hospitals.
2. Tradesmen can be reached where they buy supplies.
3. College campuses and/or trade schools are ideal for temporary work or entry-level positions.

Recruitment ads on mobile devices are also important in a market that is seeing increased traffic from that platform. Potential hires would be one step away from applying after seeing an ad in one of their favorite mobile apps.

Contact Connoisseur Digital to create a complete radio and digital campaign that brings the best candidates to your business today.

By Doug Gunsolley

Businesses that specialize in providing services for homeowners have unique challenges in reaching their target market.  Often these businesses do not have a storefront or showroom where potential customers can go and see their products and services.  Also, not every consumer is a good match for their products and services.  For example, apartment renters are an unlikely prospect for a landscaping company.

Fortunately, there is a great way to reach specific audiences online through Email Marketing.  Email Marketing is a product designed to allow businesses to directly target segments of consumers. With Email Marketing, businesses can reach their target customers directly through the prospect’s email inbox. By getting the right message to the right audience, businesses are more likely to get the response they are looking for, such as a phone call, form submit or other valuable conversion.

With Email Marketing, a sender uses multiple audience targeting options such as location, age, gender, income, interests, etc. to reach the consumers who are most likely to use their services.  When you launch an Email Marketing campaign, you receive access to a paid database that contains millions of  email addresses. With such a large database, there is a match for any business and industry.

Email Marketing is also measurable and trackable.  Successful email campaigns are accompanied by strong analytics. On average, paid email campaign open rates are higher than campaigns executed using a native database, by contrast ranging 9-18%.

Email Marketing is useful year-round but can be especially effective for services that are seasonal in nature, such as heating, air conditioning, and landscaping.  Campaigns can be set up to take advantage of seasonality with content and promotions specific to the time of year.   Email Marketing can also be combined with other digital tactics such as Social Media Management and Programmatic Display to create a comprehensive and unified marketing campaign.

Email Marketing is targeted, accountable, measurable, cost efficient, and effective.  The accompanying analytics allow senders to measure the response and effectiveness of their campaign. Various services offer matchback opportunities to measure against your new customers and returning customers, helping you determine return on investment.

Email Marketing has proven to be a cost efficient, powerful tool to promote your products, services, and brand.  Interested in learning more about how Email Marketing can help your business reach its goals?  Contact Connoisseur Digital today!