Take Mini-Marketing Lessons with Google’s New “Primer” APP

Take Mini-Marketing Lessons with Google’s New “Primer” App 2.0

In 2014, Google launched a new mobile application called Google Primer. This new app offers mini-marketing lessons aimed at helping users get up to speed on Google-specific subject including, search engine marketing, advertising, content marketing, and public relations. The short, interactive lessons are aimed specifically at startups and their busy schedules. According to the app’s website, Primer will teach you valuable marketing skills in 5 minutes or less by offering jargon free lessons to make it easier for those who are new to marketing. The app currently offers lessons in different categories: content marketing, PR and media, and search advertising. Users will also be able to store their progress in their profile.

This app was useful before, but more-so now because Google just re-released it with new content and an updated interface. It is a great place to learn some basics so that you can make more educated decisions regarding your marketing. Whether you are planning on getting better at doing your own marketing or getting help from a professional marketing agency, Google Primer can’t hurt to take a look at!

The Benefits of a Professional Agency

The benefits of hiring a full-service marketing agency are numerous and will give your business access to experts in the many different layers of marketing. With Epic Marketing, you get more than just marketing expertise. With our cutting edge solutions, shared experiences, and access to innovative marketing technology, we can help your business thrive. The marketing field is constantly changing and marketers know how to master the new rules. We help you bridge the gap and provide a team of diverse people with the knowledge and experience. In addition, your company will benefit from an outside perspective. By utilizing a professional agency, you gain flexibility and a second set of eyes. Whether it’s strategizing, copywriting, or designing, you can rely on our skills to find the right marketing approach for your business.

Call Today for a Free Business Consultation

Interested in learning more? Contact us today at 801.657.4383 for a free consultation. Our marketing experts will help your business reach its full potential.

The Power of the Slogan

A slogan is a fantastic way to convey value proposition. Through the use of a motto or phrase that represents an idea or purpose, communication to your intended audience helps to make your product or service memorable.

Commonly referred to as a “tagline,” a marketing slogan is traditionally “catchy” and (hopefully) captures audience members’ attention and influences their association with the slogan and the product it is representing. By doing so, the hope is that the brand becomes identifiable and increases conversion (i.e., purchases).

Think for a moment about what you think of when you hear the following: “Just Do It,” “I’m lovin’ it,” or “got milk?” Your mind automatically jumps to the Nike swoosh, the McDonald’s golden arches, and the widely-recognized milk mustache. Perhaps you were reminded that you love your running shoes and need a new pair, that your kids have been particularly good this week and deserve a happy meal and an hour in the “playplace”, or that you’re running low on milk and need to do a store run. If this is the case, then these slogans definitely accomplished what they were intended for.

As with the above example, a slogan helps your brand stand out, highlighting the core of your messaging. It beckons the question, then, what makes an advertising slogan successful?

Essentially, smart advertising should deliver results. It does no good to have a corporate jingle or catch phrase that audience members are still left wondering, who was that company? A successful slogan ought to direct consumer preference toward your product and hopefully positively influence their buying behavior. Your slogan should be creatively appealing, and traditionally pair an adjective with a describing noun.

In essence, catch what your company or brand stands for in as succinct a manner as possible. When in doubt, it’s always beneficial to consult your marketing or advertising agency for guidance. If your current slogan is not working for you, or you feel that your company could benefit from a refresh, contact the marketing and advertising experts at Epic Marketing. We specialize in brand identity, messaging, and all-things creative.

The Intersection of PPC and SEO

If you are at all unfamiliar with how a pay-per-click campaign works, let me enlighten you. Pay-per-click (PPC) marketing is a model of internet marketing in which advertisers place an ad on search engines and pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site. PPC offers advertisers a unique means of putting their message in front of an audience who is actively and specifically seeking out their product or service. More effective ads generate greater click-through-rates (CTR) and lower your costs.

Great. But what does that have to do with SEO?

Search engine optimization (SEO) essentially is the process whereby your website’s “visibility” on search engine results is maximized. With the ever-increasing number of companies, the competition for the digital space is fierce as each is competing for the same rankings. With this in mind, it beckons the question, how can my PPC campaign enhance how I rank on search engines?

Optimizing Your PPC and SEO Campaigns

The keywords here are “integration” and “synergy.” PPC and SEO interact on a click-through basis. These two marketing channels can complement one another and better help to leverage your paid search efforts. According to Google,

“Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”

This is the most basic thing your PPC and website should cover: actually discussing the items (down to the specific words) that are mentioned in your PPC ad. Readers clicked on your ad because it addressed specifically something they were interested in—don’t lose them as a potential customer by making them dig to find what they were looking for in the first place.

PPC can further help guide your organic efforts by utilizing keywords that bring in high traffic, thus increasing the likelihood of showcasing copy that compels readers to click and to buy. Research has shown that by adding a PPC component to your campaign, not only will you generate more leads per customer from your PPC spend, but you will also increase your organic and local traffic from having multiple listing on the first page.

The Takeaway?

Utilize a PPC campaign in conjunction with your organic results. The presence of both an ad and an organic result on the SERP increases the CTR tremendously, and sound data from the paid and organic reports strongly indicate that SEO and PPC support one another.

For more information about better managing your SEO and PPC campaigns, contact Epic Marketing today for a free consultation!

Some of Our Recent Work

Restoration Healthcare

healthcare digital marketingRestoration Healthcare came to Epic Marketing in need of a complete brand overhaul. A weight loss and preventative care clinic in Irvine, CA, it was necessary that their website convey the comprehensiveness of their services in a user-friendly manner. Additionally, Epic was tasked with strategy planning, preparing marketing advice, and writing unique and relevant copy that would help increase business. Today, their site (complete with newly-designed logo) is live, mobile-friendly, and optimized for SEO purposes.

Houston VIR

website updateHouston VIR’s site was non responsive and was difficult to navigate. Recognizing that a significant amount of their traffic comes from mobile devices, Epic Marketing built a new site that was optimized for mobile and onsite SEO. Additionally, Epic had to come up with a creative way to incorporate a lot of services in an easy-to-use navigation for this vascular and interventional radiology center in Houston, TX. The result was a new site that has a clean layout and fresh, up-to-date look.

Sorrento Valley Pain Relief Center

web design utahSorrento Valley Pain Relief Center came to Epic Marketing because they disliked the look of their site. Additionally, the site architecture was poor, making it difficult to find information about the services that they focus on (there were even services listed that they do not provide). Epic went in and built a new site that was modern and that had fresh, easily-understandable informative copy. Now the new site is easy to navigate for this pain relief center in San Diego, CA.

VeriScreen

web design utahVeriScreen came to Epic Marketing with a poorly done website that was non responsive. Having been referred to Epic by another client whose website Epic designed and that VeriScreen liked, Epic undertook a logo refresh, created some new copy, and ensured that the new site was responsive and that its onsite SEO was maximized. Though the new site has not yet been launched, below is a snapshot of what this professional background screening services company’s new site will look like.

The Right Font Can Make All the Difference: Lessons from John Hancock

On this day in 1737, John Hancock, a patriot of the American Revolution, was born in a province of Massachusetts Bay (now Quincy). Though he was the first Massachusetts Governor and President of the Second Continental Congress, he is best known for his large and prominent signature on the Declaration of Independence—so much so that “John Hancock” is now commonly referred to when speaking of a person’s signature.

Though I would venture to say that Hancock would be a formal calligraphy type of man (“declaration” is actually a font made from the handwriting of the Declaration of Independence and is the professional penmanship of Timothy Matlack, who engrossed the final copy of the document), nowadays one’s penmanship would be equated with his digital font of choice (seeing as how there is very little handwriting that now takes place).

So when it comes to designing your clients’ websites, collateral pieces, or even your own, you might be at a loss in terms of which font to use. With an endless quantity of typefaces that range from bold ornamentation to even the most mundane of styles, how does anyone know which to choose? Suddenly, an infinite amount of questions plague your thoughts: What message does this font size convey? How will this font look across all of my platforms? Am I making any serious typeface blunders? What type of voice and emotions does this font suggest?

Don’t freak! Read on to learn more about some major font faux pas, how to avoid them, and which fonts you should best utilize to maximize your responsive web design and other campaign elements.

Consider the Circumstances:are you preparing a legal document or a birthday invitation? Is this a piece of collateral designed for a hospital or for a restaurant? Just like you would always do an in-depth analysis of your audience, so too would you take the time to consider the context in which your piece is situated. Chances are, you’ll easily recognize which fonts are (and are not) appropriate given the conditions.

Get Familiar with the Basics:You should always have a repertoire of fonts in your back pocket that are safe and your “go-to” ones. These ought to include fonts that are clear and universal, such as types of geometric sans (think Helvetica or Gotham) or that are modern but still retain a humanistic element, such as types of humanist sans (think Myriad or Verdana). You can also always fall back on the old style types, such as Jenson or Garamond, that are classic and traditional.

Focus on Decisive Contrast:Be careful when mix and matching fonts. Typefaces on a design need to coexist comfortably without making the viewer hesitate and wonder in confusion—rather than simply viewing. Though there is no hard-set rule here, one important thing to remember is that it’s best to combine fonts that are very different with the exception of one shared trait (such as the same stroke weight).

Take Some Risks: Don’t be afraid to add a little flare to your design piece by playing around with fonts that may seem a bit more “out there.” Just be sure to use those in moderation and to always examine your piece from all aspects and across all platforms before sending to print.

The most important thing to remember is that there really are no iron-clad rules when it comes to fonts; rather practice and meticulous selection are the elements that go a long way. Though handwriting may be becoming less of an everyday occurrence in this digital age, now swapped for a keyboard and a Word document, the practice of utilizing fonts to convey a message is certainly not.

Internet Marketing Jargon: Decoded

You may hear us use some of the following terms about the rapidly growing world of Internet marketing. If “conversion rate” wasn’t your first spoken word, here’s a quick guide to understanding some Internet marketing jargon:

SEO: Search Engine Optimization (SEO) is the process of affecting the visibility of a website in a search engine’s “natural” or un-paid (organic) search results. Local search results – an entirely different ballgame – are also important if your business has a physical address. Countless factors affect a site’s search engine rankings, such as site design, load time, over- or under-use of keywords, number external links – the list goes on and on.

Algorithm: PR(A) = (1-d) + d (PR(T1)/C(T1) + … + PR(Tn)/C(Tn)). Got it? Ok, neither do I. Google’s algorithm is highly complex – and that’s not even the tip of the iceberg. An algorithm is a mathematical equation that enables search engines to quickly rifle through over 60 trillion web pages and deliver us the best search results possible. As if this isn’t complicated enough, Google makes changes to its algorithm 500-600 times a year. You go, SEO’s.

Analytics: A web marketer’s bread-and-butter, analytics is used to measure, collect, and analyze website data for developing actionable insights that help us make informed marketing decisions. Basically, we get a “behind the scenes” look at who’s visiting your site, when, for how long, etc.

Conversion Rate:
A metric to describe the percentage of those who take a desired action. Said desired action depends on one’s individual goals, which could be taking advantage of a free consultation, subscribing to a newsletter or blog, completing a survey or making a purchase. Basically, conversion is the process of turning website visitors into customers.

Content: Content is a piece of information that exists to be digested, engaged with, and shared. Content typically comes in the form of a blog, social media post, advertisement, photo, or website copy. “Content is king” is a (wildly overused) phrase you may hear, describing how good, relevant content is crucial for search engine rankings, conversion, and more.

Keyword: Keywords are single words, or strings of words – called “keyword phrases” – that are strategically selected and incorporated into web content to optimize a page for both search engines and humans. Keywords represent what a page is about and should be integrated through a page’s content in a way that is natural and subtle to avoid “keyword stuffing” – an SEO tactic that Google considers to be a big “no-no.”

Responsive Web Design:
This is the practice of developing a website that adapts according to how someone is viewing it. A responsive site will provide an optimal viewing experience across a wide range of devices – laptop, tablet, smartphone, etc. This is crucial, because mobile site visits are quickly surpassing desktop and laptop numbers.

These are only a few of the many buzzwords in the ‘dictionary’ of Internet Marketing.

We want to hear from you! Tweet some jargon you may not understand to @epicmarketing and we’ll give you the 4-1-1.

Logos and Color Schemes & Why They Matter

You own your business and it’s important to you to have it grow, flourish, and be successful. We don’t know of a single business owner who doesn’t feel this way. To help ensure that your business is profitable, you need to properly promote and sell your product. Now ask yourself this: what is the first thing consumers will see when they look at your company or product? The first thing that comes to our mind is your logo. A logo can help define a company and create a brand love and loyalty, which will resonate with your customer base for years on end.

There are many different design aspects that go into developing a great logo for your company. One of the biggest things to think about, one that is often overlooked, is the color scheme you want to use for your logo. Over years of marketing and designing logos, we’ve seen many companies who have chosen a logo color without putting much thought into what that color says to target audiences. There is a reason why there’s a color trend in different industries. For example, when you look at the eye products section at the supermarket, you’d be hard pressed to see any that are packaged in red. This is because when we think of our eyes, we think sensitive. When we see the color red, we think irritation, or powerful and strong, but when it comes to our eyes, we want soothing and calm. This is why most eye products are packaged in blues and greens.

There have been many interesting studies on the psychology of color. Different colors evoke different feelings in people. Considering your target consumer base when creating your business logo will help your company or product to resonate better with them. Let’s take a look at some colors and the feelings and concepts they inspire in us:

Red: Active, Power, Alarm, Strength, Hunger, Love, Passion

Yellow: Energy, Cheer, Optimism, Excitement, Youth, Caution, Friendliness

Orange: Health, Attraction, Happiness, Creativity, Innovation

Green: Natural, Soothing, Balance, Money, Growth, Healing, Fresh, New

Blue: Calm, Peace, Sincerity, Affection, Stability, Trust, Confidence

Purple: Wealth, Royalty, Dignity, Prestige, Wisdom, Sophistication

Pink: Tenderness, Caring, Love, Thoughtful, Sweet

Black: Authority, Classic, Mystery, Elegance, Bold, Formality

White: Clean, Pure, Innocent, Hope, Simplicity, Honesty

Gray: Traditional, Conservative, Reliable, Neutral

Brown: Outdoors, Longevity, Wholesome, Organic, Comfort

Knowing the expected reaction to different colors, and properly applying them to your business and its logo, will help to bring out the right emotions in consumers, silently urging them to want to do business with you. We found an amazing infographic that helps to further explain what we’re talking about. Designed by Kate Taylor, an Entrepreneur staff writer, we urge you to check it out: http://www.entrepreneur.com/article/232401