Author: Casey Lewis

Posted on by Casey Lewis

Imagine your ideal customer: they’re a person looking to solve a problem and your business has the solution. If they’re like most people, your potential customer will open Google to find what they need. Now imagine that your product or service is one of the top results of their search. What would that do for your business?

When you have a digital marketing strategy with solid SEO keywords, you don’t have to imagine! Selecting effective keywords is a powerful way to be discovered by your ideal customer and provide them the solutions they’re looking for. 

At LeadPoint Digital, we’re experts at search engine optimization, or SEO, and pride ourselves on our practical strategies that get results for our clients. Keep reading for our top tips and to learn how we used them to rocket a US cycling sock manufacturer to the top of the search results.

1. Understand Your Audience

Getting to know your ideal customer is the first critical step in finding effective keywords. It’s important to define your ideal customer by answering some key questions. Who is looking for your product or service? How old are they? Where do they live and work? How are they searching for products? When you answer these questions as the start, you might find that the keywords you currently rank for and the keywords your audience is using are two different things. That’s good to know!

In the case of our sock manufacturer, we focused on passionate cyclists who cared about quality and performance. Understanding their needs helped us with the next step.

2. Generate a List of Potential SEO Keywords

Google processes 5.9 million searches per minute and a good SEO strategy is designed to help you make your mark. Once you have a good idea of your audience needs and behaviors, it’s time to generate a list of potential keywords that people are searching for. Try to get inside the mind of your ideal customer. How much knowledge do they have about your industry? Do they use keywords related to your product or related to their problem? For example, if you run a cycling sock business do people search “best cycling sock,” or “most comfortable sock for cycling?”

You can complete this step by running a Google search and checking out the “People also ask…” feature, bouncing ideas off a colleague, or utilizing your favorite keyword research tool like Google Keyword Planner and SEMrush Keyword magic tool.

3. Complete a Competitor Analysis

No search engine optimization strategy would be complete without a competitor analysis. Knowledge is power and knowing what keywords your competitors are using defends you from falling through gaps in the market. A traditional competitor analysis identifies what keywords your competitors are using and how effective they are. 

Your favorite keyword research tool should have features that help you find and aggregate this information. You can then take that information and do a SWOT analysis for your company. What are the strengths, weaknesses, opportunities, and threats that you’ve found? 

4. Conduct Keyword Research

You’ve generated a list of possible keywords and filled in the gaps with competitor analysis. It’s time to use your keyword research tool and take a deep dive into metrics so you can move forward with confidence. There are several components to keyword research and analysis you’ll want to keep in mind:

A. Search volume: this number tells you how frequently a keyword is searched. A high number means a high number of searches while a low number means the word isn’t searched often.

B. Keyword competition: this tells you how much competition there is for a keyword. Or, put differently, how difficult it is to rank high with a specific keyword. 

You’ve probably noticed that keywords with high search volume tend to have high competition too. High search volume may be appealing, but remember that your competitors are also using this word. Using a lower search volume word means less competition and a high chance you’ll have a top ranking in search results. An effective strategy balances volume with competition. 

5. Consider Keyword Intent

Intent brings us back around to empathizing with your ideal customer. In digital marketing, it’s important to analyze the customer’s intent so you’re on the same page. Common categories of intent include:

A. Know: a person wants to know something

B. Go: a person wants to go somewhere 

C. Do: a person wants to do something, like use a web tool or purchase an item.

D. Entertain: a person wants to watch, play, or listen.

Intent lets you know where your customer is in the buying cycle. Are they in the awareness stage, the consideration stage, or the decision stage? When you have this information, you can speak more precisely to your potential customer. 

One of the simplest ways to check intent is to use the search engine results page (or SERP) for your keyword. For example, say you’re checking “custom cycling socks,” and it brings up primarily sock companies. Your customer has a do intent and is in the purchasing stage of the buying cycle. But if it brings up “benefits of custom cycling socks” then your customer has know intent and is in the consideration stage of the buying cycle. 

6. Short-Tail vs. Long-Tail SEO Keywords

Short-tail keywords are short, 1-2 search terms like “bike socks” or “custom socks.” Where long-tail keywords are entire phrases like, “what are the best bike socks.” Contrary to popular SEO advice, we recommend focusing on short-tail keywords. Selecting about 20 short-tail keywords can speed you to the top three spots in the search rankings. 

When you focus on short-powerful keywords that are aligned with your ideal customer’s needs, you’ll likely find that your business starts ranking for additional, non-branded keywords too. That’s what happened in the case of our sock manufacturer. When we focused on a select group of 20 powerful keywords, not only did they rank in the top 3 for those keywords, they also began to rank in the top 3 for 202? other keywords that weren’t part of the targeted strategy. The success of targeting created a positive ripple effect!

7. Weave Your SEO Keywords into Content Seamlessly

Once you have selected and vetted your keywords, it’s time to put them to use! The question is how. Savvy buyers can spot awkward keyword stuffing a mile away and it damages your rapport and trustworthiness. If your SEO strategy sacrifices user experience, then it’s not a realistic strategy. 

Instead, opt for natural language in all your content that utilizes your keywords the same way a human would. Weave them into your content in a way that aligns with your brand voice. Focusing on 1-2 high-impact keywords per page will not only keep your content user-friendly, it will also drive results. Remember, selecting the RIGHT short-tail keywords can boost your rankings for non-targeting keywords as well.

8. Monitor and Adjust Your SEO Keywords Regularly

Keywords are not a set-it-and-forget-it part of your marketing strategy. Digital marketing and SEO is a dynamic and constantly evolving landscape that requires frequent assessment. The best keyword strategists set aside time at regular intervals to review their keyword performance and make necessary adjustments based on their findings. 

This is where your keyword research tool comes in handy. You can review your analytics and make data-informed decisions about which keywords to emphasize, retire, or add to your strategy.

Work with LeadPoint and Get SEO Keywords that Convert

Developing a robust keyword strategy takes time, patience, and experience. If you run a business, you know that those are premium resources! That’s why we recommend working with digital marketing experts that can keep your SEO at the top of its game, freeing you up to run your business. 

LeadPoint Digital specializes in search engine optimization and advertising, content marketing, and website design. We leverage our deep understanding of online behavior to create effective strategies that drive results for our clients. In fact, LeadPoint helped the sock manufacturer achieve a 175% increase in rankings for targeted keywords in just six months! If you’d like an SEO strategy that converts, let’s talk! Contact us to learn more about how we can help. 

Posted in SEO
Posted on by Casey Lewis

By Carrie Cousins

Thank you to Valley Business FRONT for featuring our Director of Digital Marketing, Carrie Cousins, in their February 2024 issue.

Are you sabotaging your own emails before they ever hit the first inbox?

While we all send hundreds of emails each week, sending an email as a brand is a lot different than communication with a colleague or friend. Email marketing is a bit of a relationship that you establish with customers and to do it right you need planning, goal setting, and a dash of technical know-how. 

Some of the most common email mistakes can cause even your best customers to delete messages or might even prevent them from getting there at all. Are you making any of these email marketing mistakes?

1. Sending from a Person’s Name

Do your customers know the names of your employees? For most businesses, it is unlikely. That means sending an email from a person, rather than from your business name could render your emails unopened. (It can also lead to tricky situations every time an employee leaves the company.)

Here’s why this is a problem: Most spam emails are sent from a person’s name (often unknown to the person who gets the email). By sending from your business name, you’ll establish brand recognition and credibility, leading to more potential opens. 

  • Use a generic address for your business, such as info@ or hello@
  • Send from your business domain, such as leadpointdigital.com
  • Include your business name in the “from” field, such as LeadPoint Digital

2. Using too Many Spammy Words

FREE! $ale! OMG!

Email deliverability is greatly impacted by “spammy” words, odd characters, or unusual fonts; almost ensuring your emails go straight to spam filters. 

Start your email with a subject line that’s between 30 and 50 characters and provides direct value for your target audience. 

3. Writing Longform Content

Last time you opened a long email, did you read it? (Or did you roll your eyes and move on?)

Email is not the proper place to share longform content, and it can impact whether the email is even delivered. The ideal file size of an HTML email is 20 to 102 KB. (Text and media contribute.) 

The best way to reduce the overall weight of your emails? Edit that content! An email should have a direct goal, giving the recipient one thing to do, such as clicking a link to learn more about something or buy a product on your website. 

4. Neglecting to Set SPF/DKIM Records

Even if your email content is perfect, it might still need some help to ensure delivery. Every business sending email needs to set SPF and DKIM records. (This may require technical assistance.)

SPF authenticates the sender to ensure that only authorized servers can send emails from your domain. DKIM is used to verify messages haven’t been tampered with in transit. Together, they show that your business is a trustworthy email sender, helping messages bypass spam filters. 

5. Not Using a Schedule 

We are all creatures of habit; therefore, planning an email schedule will help customers know when and what to expect from you, increasing deliverability and open rates. But it’s a bit of magic – send too frequently and your messages won’t have value; send too sporadically and subscribers might ignore the unexpected messages. 

Just the right frequency depends on your business and goals.

If you are making any of these mistakes, don’t fret. Correct your errors and with any luck, you’ll see a boost in email delivery and open rates.

Carrie Cousins is the Director of Digital Marketing at LeadPoint Digital in Roanoke. For 15+ years, she has helped businesses tell their stories and get better results online with practical digital marketing strategies. She also an active leader in AAF, serving on the local and district boards, and is an adjunct professor at Virginia Tech. 

Posted on by Casey Lewis

LeadPoint Digital netted three awards Saturday, March 2 at the Western Virginia American Advertising Awards Gala in Roanoke for their outstanding work on behalf of clients. The annual awards competition had 134 professional entries from agencies, firms, in-house creatives, and individuals, as well as 67 student entries from colleges and universities around the state.

The LeadPoint Digital team took home two silver ADDYs for excellence in RAMP Branding and Brand Collateral and a gold ADDY for their work on the Virginia Tech Corporate Research Center website.

“Our team works hard every day to drive results for our clients and it’s an honor to be recognized for that passion and excellence we bring to our projects,” said LeadPoint Managing Partner Brad Timofeev. 

Entry in the local competition is the first of three steps toward winning a National ADDY.  LeadPoint Digital will go on to compete against winners from other local clubs in the second-tier district competitions. District ADDY winners are then forwarded to the third tier, the national stage of the American Advertising Awards. 

You can see all of the award winners from AAF Roanoke. 

LeadPoint Digital is a Roanoke, VA, digital marketing agency specializing in search engine optimization and advertising, content marketing, and website design. LeadPoint leverages a deep understanding of online behavior to develop and execute practical inbound strategies that drive results. Want to know more? Contact us.  

Posted on by Casey Lewis

As of January 2024, there were an estimated 5.04 billion active user identities on social media. Roughly 66% of all people are online and over half the world is on social media, which means that businesses large and small are there too. Connecting directly with customers has never been more accessible and yet at the same time complex!

Content marketing represents both a huge opportunity and challenge for businesses to elevate their brand and connect with potential customers. At LeadPoint Digital, we’re here to help you cut through the noise and get results with our top 5 content marketing best practices.

5 Content Marketing Best Practices to Implement This Year

Social media changes at a breakneck speed and it’s tempting to take a scattershot approach to your content strategy. Rather than haphazardly chasing the next viral trend, the best way to create sustainable, results-oriented content marketing is through planning, user experience, and a healthy dose of data.

1. Create a Strategy 

The first step in any marketing, regardless of the channels, is a solid strategy. To make a content strategy that works for you, get very clear about the goals. How often will you post and where will you publish? What sort of content makes sense for your business? 

Next, clarify how your strategy will support your business goals. Maybe you want your efforts to drive traffic to your website, or generate more leads. Putting these needs down on paper will shape your approach in a way that makes sense for your business.

2. Understand Your Audience

Now that you understand how your content makes sense for you, it’s time to figure out how to connect with your customers. Take some time to put yourself in your customers shoes. Who are they and where do they hang out? What kind of media do they consume, and most importantly what pain points do they have that you’re positioned to address?

Next, it’s time to create a consistent voice for your company that connects. Choose a tone of voice that addresses their needs and reflects your brand personality and then stick with it.

3. Assess Your Existing Content

It’s likely that you’ve been at the content marketing game for a while and it’s important not to throw the baby out with the bathwater. If something’s working, incorporate into your strategy! One way to assess this is with a simple audit.

List all the channels you’re using like Facebook, YouTube, or email and then take stock of what’s successful and what’s not. The best barometer of success is analytics (more on that later) but you can also get a sense of what connects with your community through engagement. Be sure to note where people are people clicking and commenting the most and what posts did better than others.

4. Create Content that Adds Value

Creating content takes time, energy, and resources so the last thing you want to do is add to the noise. Instead, give your users valuable content. People tend to use the internet to do one of four things: know, go, do, or be entertained. Use insights you developed about your customers to determine why they show up on your channels. 

This information can also be helpful in determining what format will be most effective. For example, if you’re talking to a primarily “know” crowd, then whitepapers, email newsletters, and informational posts might be valuable to your strategy. By contrast, a “go” crowd might want fast information about events, promotions, and locations.

5. Use Analytics to Measure Performance

When it comes to determining the success of your content marketing, data is key. Nearly all content platforms offer analytics that will give you critical information about how your content is performing. Analytics allow you to measure everything from post views to email open rates and more. 

Now it’s time to circle back to your goals. Having hard numbers on hand will make it easy to see if your investment in content marketing is paying off. You can use this information to adjust and optimize your strategy so it only gets stronger over time. 

Get An Expert Content Marketing Strategy with LeadPoint Digital

One of the fastest ways to get a return on your content marketing strategy is to work with a team of experts. At LeadPoint Digital, we’ve honed our approach to digital marketing so it stands the test of time and drives results for our clients. If you’d like to learn more about how we can help you make the most of your content marketing, get in touch! We’d love to hear from you.

Posted on by Casey Lewis

LeadPoint Digital won nine awards in eight categories, including Best of Show, in the 2023 Public Relations Society of America (PRSA) Blue Ridge Summit Awards. The honors were handed out on Feb. 8, 2024, at a luncheon and were for work done between October 2022 and September 2023.  

The PRSA Blue Ridge chapter is a professional association serving Central and Southwest Virginia public relations practitioners. With awards for eight different client projects, LeadPoint Digital stood out at this year’s Summit Awards for excellence and outstanding contributions to the communications field.

“At the end of the day, we’re a relationship company,” said Brad Timofeev, LeadPoint Digital Managing Partner. “We’re proud to be recognized for the results we drive for our clients because when they succeed, we succeed.”  

LeadPoint Digital, a Roanoke-based marketing agency, submitted client projects in eight categories: earned media, public service announcement, shared media, public relations campaign, internal communications, website, paid media, and special events. Each sample is an example of a results-driven strategy. Here’s a look at each winning campaign.

WEBSITE
Franklin County Economic Development, Gold and Best in Show
Franklin County Economic Development wanted a new website with a modern design that would showcase the vibrancy of the county for both business prospects looking to relocate and people who already live in the region. They also desired an interface that allowed them to continue to add content and resources. The new website includes robust imagery, interactive features, and fully rewritten content with calls to action that has seen increased user activity since its launch in August 2023. LeadPoint Digital did a deep-dive into website content and analytics to better understand Franklin County Economic Development and develop a digital strategy to help them provide information about living and working here. Within the first month of launch, the website saw a 30% increase in traffic.

The website received a perfect score, earning it PRSA’s Best in Show, a premier award from the PRSA Blue Ridge chapter. It is awarded to the entry receiving the highest point total in each category (Campaigns and Tactics). All categories are eligible for Best-in-Show with the exception of the student portfolio category.

EARNED MEDIA
Roanoke Biotechnology Project, Silver Award
The Roanoke Biotechnology Project was the kickstart of a campaign to launch and promote building a biotechnology incubator in downtown Roanoke, a major economic development project involving multiple partners. The campaign included a press release followed by a series of op-eds, search engine optimization and content creation, and social media designed to generate support for biotech development, often through media mentions. Measurable goals were to create media attention while increasing awareness of the project. Our strategy helped generate significant awareness and buzz. Within 24 hours of the press conference, the project garnered 15 local media mentions, with at least one mention a month afterward. The story was also picked up by the national wire and appeared in more than 50 other publications.

PUBLIC SERVICE ANNOUNCEMENT
Buzz4Good, Silver Award
The City of Roanoke highlighted plenty of reasons to move a business here but didn’t offer opportunities to showcase the arts. LeadPoint partnered with Buzz4Good and the arts community to create a song and music video about the city’s vibrant art scene. LeadPoint created a landing page to help showcase information about the thriving Roanoke arts industry with a primary goal of generating awareness, helping people understand “It’s Here” when referring to the arts. The music video has been viewed 37,000 times on YouTube, the Buzz episode was aired on PBS, and the effort was featured in the Roanoke Times. The landing page got a lot of buzz and has helped provide usable collateral for Roanoke Economic Development.

SHARED MEDIA
Byrider Roanoke, Gold Award
The local Byrider franchise in Roanoke is a buy-here, pay-here car dealership in operation for almost 30 years. Once a year they do a weeklong customer appreciation event to thank existing customers and attract new customers. In years past, the customer appreciation event was held in-person at the dealership. This year the week-long customer appreciation event was done completely on Facebook running June 5-10, as a way to help grow their social media presence. The Facebook-only customer appreciation event was a huge success as the likes and follows grew not only during the event, but increased growth for several months post event.

PUBLIC RELATIONS
Cardinal Bicycle, Silver Award
Cardinal Bicycle wanted a renewed presence online to help drive shoppers to their two retail locations in Roanoke, Virginia. The public relations campaign consisted of organic social media, email marketing, content creation, and Google Ads to help drive cyclists – from the beginner to the pro rider – to interact and visit. In seven months, Cardinal saw website visitors increase 60% over the previous year (with 86% increase in visits from SEO).

INTERNAL COMMUNICATION
Carter Machinery, Silver Award
Carter Machinery wanted to communicate to employees about the importance of the Employee Opinion Survey (EOS). The communications campaign consisted of weekly emails sent over a seven-week period starting on August 9, 2023. Each email would touch on different topic such as communication, training, teamwork, collaboration, accountability, and safety. The goal was to maintain the baseline of survey responses from the previous year. Research was done to determine the best day and time for employee engagement and resulted in above-average click-through and survey completion rates. 

PAID MEDIA
Flotrace, Gold Award
FloTrace, a new, up-and-coming provider of heat trace solutions competes with well-established brands in the industry. They partnered with LeadPoint Digital to revolutionize their online presence and drive sales through a meticulously crafted Google Ads campaign. Leveraging in-depth research, creative innovation, and strategic planning, LeadPoint Digital developed a comprehensive marketing strategy, including a new website to optimize the online checkout process. The results of the campaign far exceeded FloTrace’s expectations. As a result of LeadPoint’s efforts, Flotrace more than quadrupled their sales and made over 2,273% return on advertising spend.

SPECIAL EVENTS
RBTC’s TechNite, Silver Award
TechNite is the annual celebration of the Roanoke-Blacksburg region’s technology community, hosted by the Roanoke-Blacksburg Technology Council (RBTC). The evening includes a keynote speaker and awards presentation to celebrate leaders, innovators, and companies in the regional tech community. LeadPoint Digital worked with RBTC to manage the event promotion and ticket sales, including social media marketing, email marketing, the website landing page, and registration platform.  Overall, TechNite was a huge success. Registration was closed a week prior to the event because it was sold out. Much of the success of this event was in part to planning and a consistent drip of information to potential attendees.

“We spend time getting to know our clients so we can tailor our strategies to meet their needs,” said Carrie Cousins, Director of Digital Marketing. “It’s an honor to be recognized for the passion we pour into this work.”

LeadPoint Digital is a marketing agency specializing in digital marketing and website design, located in Downtown Roanoke. A deep understanding of online behavior allows LeadPoint Digital to develop and execute practical strategies that drive results. If you are looking for a marketing partnership that is rooted in strategic and operational values, contact us.

Posted on by Casey Lewis

You lock eyes from across the room and the connection is immediate. You’re intrigued and want to know more. It’s a tale as old as time and it might surprise you to learn that the plot applies marketing as much as it does to romance. 

Dating and marketing have a lot in common. They’re both aimed at building trust and establishing positive relationships. Whether someone is swiping right to find a soulmate or Googling the perfect smartphone case, the process from introduction to commitment is pretty similar.  

Parallels Between Marketing and Dating

As a business owner, you want to woo your ideal customer. Just like it’s uncommon to get married after a single date, it’s rare that customers make a purchase after their initial exposure to your product or service. Instead, they tend to follow a 5-step decision making process that parallels a great love story. 

1. Awareness: The Meet Cute 

Every great relationship starts with the introductions. Think of your favorite Romcom: the plucky protagonist crashes into a handsome stranger and the rest is history. The same is true of your business and potential customers. Making an introduction is the crucial first step. 

One of the best ways to meet customers is by getting found on Google. With a strong SEO strategy, your business can rocket to the top of the search results making it easy to introduce yourself to customers. 

2. Consideration: The Coffee Date

The next stage in dating and marketing is consideration. Here’s where you want to put your best foot forward but don’t come on too strong. It’s like the classic coffee date. One great way to make a strong first impression is with a beautiful and functional website that’s crafted with your customer in mind. Tell a clear story about your business and you’ll attract compatible customers who are interested in what you offer. 

3. Intent: Define the Relationship

Sometimes a relationship can be full of possibility but it flounders because the two halves want different things. Avoid that problem in your marketing by understanding intent. Intent lets you know what your customer wants, which can typically be broken down into four categories: know, go, do, or entertain. If your customer is seeking information, but you provide entertainment, then your relationship will break down. A strong digital marketing strategy will take the time to research intent and deliver messaging that aligns with the customer’s needs.

4. Purchase: Put a Ring on It

As a business owner, you know your product or service solves a problem for people. After you’ve built awareness, cultivated consideration, understood intent, the last step is promoting a purchase. It’s a lot like getting down on one knee and popping the question.

At this stage, you’ll understand what your customer needs, and provide timely information and incentives. This can look like well-crafted Google ads, elegant email marketing, or compelling social media strategy. When done well, your digital marketing strategy has built trust with your customer so they feel confident in committing to you.

5. Re-Purchase: 1st Anniversary Dinner

It’s hard to resist a love story that ends happily ever after. But unlike fairytales, the marketing story doesn’t stop there. Healthy long-term relationships take careful tending. In the loyalty stage of the buying cycle, customers not only re-purchase your product, but they advocate for you, sending others your way. Developing a thoughtful engagement plan as part of your digital marketing strategy will help you celebrate many happy anniversaries with your customers.

Call LeadPoint for the Beginning of a Beautiful Relationship

LeadPoint Digital is a digital marketing agency that treasures our relationships with marketing departments, businesses, and organizations large and small. We specialize in search engine optimization and advertising, content marketing, and website design. 

We leverage our deep understanding of online behavior to drive results for our clients. Contact us if you want help building relationship-oriented marketing strategy that converts.

Posted on by Casey Lewis

By Carrie Cousins

Thank you to Valley Business FRONT for featuring our Director of Digital Marketing, Carrie Cousins, in their January 2024 issue.

Do you like personalized ads?

I bet you said “no” almost immediately. Fueling that response is an understanding that personalized ads mean you are giving up an element of information to big companies such as Meta (Facebook) or Google.

But what happens when you disrupt the algorithm? What if everything you are seeing today, mostly posts about things you enjoy and like, shifts to something else altogether?

Recently, I conducted a little experiment in the offices at LeadPoint Digital. I was trying to find a specific type of advertiser for a product I don’t need or see ads for, in this case a new roof. 

  • Hypothesis: You can change the algorithm so that you start seeing different content in your social media feed. 
  • Step 1: Enter search queries for the topic (roofing, new roof, replace roof) in the Facebook search bar. 
  • Step 2: Talk about roofing openly among a group.

At this point you are probably feeling pretty skeptical about this little game. 

But within minutes, I started getting ads for roofers. So many that my entire Facebook feed is packed with contractors, homes with beautiful new shingles, and even companies trying to sell roofing franchises!

Changing the algorithm destroyed my ideal social media browsing experience filled with shoes, clothing, and puppies and replaced it with roofers.

So back to the question: Do you like personalized ads?

For most of us, even if it is hard to admit, the answer is yes. We generally like seeing things that appeal to us and are in alignment with our activities, interests, and daily lives. 

From a business perspective, more personalized (targeted) advertising experiences help us control budgets and engage with people who are most interested in the product or service at hand. 

Good targeting will generate better results for your business from both a brand awareness perspective and when it comes to sales and generating leads. This is why – you are in front of the right people at the right time. 

Did I mention that I actually missed a sale from a brand I love during the roofing ads experiment because that advertiser was actually pushed out of my feed? In turn, that business lost a sale. 

The good news is the algorithms are smart and will normalize to showing ads that are just for me, mostly in part because I will resume normal browsing behavior. 

But there’s an important lesson for all of us: Targeted advertising and personalization works. It impacts consumer behavior and drives sales. And when you don’t have it, online scrolling isn’t near as fun! 

Carrie Cousins is the Director of Digital Marketing at LeadPoint Digital in Roanoke. For 15+ years, she has helped businesses tell their stories and get better results online with practical digital marketing strategies. She also an active leader in AAF, serving on the local and district boards, and is an adjunct professor at Virginia Tech.