In today’s digital world, being seen online is like having a neon sign for your local business. It’s not just about having a website; it’s about showing up where your potential customers are searching. Local SEO is your secret weapon to unlock the doors of online success. Let’s dive into why local SEO matters, how it works, and how you can harness its magic for your business.

Why Your Business Needs Local SEO

Picture this: someone in your neighborhood craving a slice of pizza, and they pull out their phone to search for the best pizza nearby. That’s where local SEO steps in. It’s like a treasure map for Google to find your business and show it to folks in your area.

Local SEO example best pizza nearby

When you optimize your online presence with local SEO, your business climbs the ladder of local rankings. This means when someone in your neighborhood searches for a product or service you offer, your business pops up on their screen. It’s like a virtual welcome mat that invites local customers right to your door.

Cracking the Code: How Local SEO Works

Local SEO is like giving your business a superpower in Google’s eyes. It involves a bunch of clever marketing strategies to boost your business listing in Google searches. But how does it work its magic?

Keyword Research

Imagine that potential customers are detectives searching for clues. Keywords are the clues that lead them to your doorstep. When people type in local keywords like “best burgers in town,” local SEO makes sure your burger joint shines in the spotlight. Use tools like SEMrush’s keyword magic tool or Google’s keyword planner, primarily used for Google Ads, to see search volume for a variety of keywords.

Google Ads Keyword Planner Tool

Google My Business

Think of Google My Business as your online business card or even it’s own microsite for your business. It’s where you show off your address, phone number, and even post updates. This nifty tool puts you on the Google Maps, making it easy-peasy for people to find you.

Local Keywords

Sprinkling local keywords throughout your website tells Google that your business is a perfect fit for people in your local area. So, if you’re a bakery in Smalltown, USA, and someone looks up “fresh pastries in Smalltown,” guess who’s getting a sweet spot in the search results?

Link Building

It’s like making friends online. When other websites link to your business website, Google sees it as a vote of confidence. The more “votes” you get, the higher you climb in search results.

Unveiling the Benefits

Local SEO isn’t just about impressing Google; it’s about winning the hearts of potential customers. Here’s how it boosts your business:

  1. Attracting Local Customers: Remember that pizza craving? Local SEO helps you be the pizzeria that shows up first, drawing hungry folks straight to your door.
  2. Mobile Search Magic: Everyone’s glued to their phones. Local SEO makes sure you’re right there when they search for “coffee shops near me” on their mobile devices.
  3. Local Pack Power: Ever noticed those neat little boxes with a map and a few businesses when you search? That’s the local pack, and local SEO helps you snag a spot in it, giving you prime real estate in search results.
Local Pack SEO coffee shop near me example

Mastering the Local SEO Game

Ready to dive into the local SEO adventure? Here are five essential steps to conquer the local search scene:

  1. Polish Your Google My Business: First, claim your Google map listing! After that, fill in all the juicy details – your address, phone number, and even photos of your delicious offerings. The more complete your profile, the more Google will trust you.
  2. Gain Trust through Reviews: Just like you shared your business details, now gather customer reviews. Ask happy customers to write about their experience on platforms like Google My Business. These words show you’re trustworthy and encourage others to give you a try.
  3. Build a Virtual Bridge to Your Website: After setting up your Google My Business, guide people to learn more about you and your offerings. These links to your website are like a bridge that takes them from reading about you to exploring your website, where you can prove your value to them.
  4. Sprinkle Local Keywords: Remember those keywords? Use them in your website content, but make sure it sounds natural. Google loves when you talk like a real person.
  5. Make Friends Online: Link building is like virtual networking. Connect with local bloggers, join local directories, and share your business with the online community.
Claim your Google Map Listing

The Everlasting Relevance of Local SEO

You might wonder, does local SEO still matter? Absolutely! In a world where Google searches rule, local SEO is your ticket to the spotlight. Google keeps fine-tuning its algorithms to show users the best local results, making a local SEO strategy a priority more important than ever.

From Clicks to Cash: The Local SEO Payoff

Local SEO isn’t just about clicks; it’s about turning those clicks into cash. When you appear in search results, more people step into your shop, dial your number, or explore your website. That means more sales, more happy customers, and more business growth.

In a Nutshell

Local SEO is your business’s digital superhero. It boosts your visibility, attracts local customers, and helps you stand out in the vast online world. By mastering the art of local SEO – from keywords to Google My Business and link building – you’re giving your business a fighting chance in the competitive world of local business. So, embrace the power of local SEO and watch your business bloom in the local spotlight.

If you need help optimizing your business’s Google My Business profile, schedule a free consultation with our team at LeadPoint Digital today!

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Optimize Your Google Map Listing

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Research indicates that no less than 87% of shoppers take to the internet to research purchases before buying. In today’s digital landscape, online advertising plays a crucial role in the success of businesses. It offers a powerful platform to reach a wider audience, promote products or services, and achieve business goals. One of the most effective online advertising tools is Google Ads. We will explore how Google Ads can help businesses advance their goals and drive success.

Targeted Advertising for Effective Reach

Getting the right product in front of the right person, or targeted advertising, is one of the hallmarks of effective advertising. Google Ads makes it easy for businesses to reach the right customer by providing advanced targeting options that reach specific demographics, interests, locations, and keywords. The benefits of this approach are numerous:

Reaching the Right Audience

Through Google Ads, businesses can display ads to users who are interested in purchasing a product or service you offer. This targeted approach ensures that the right message reaches the right people, leading to better engagement and higher conversion rates.

Generating Relevant Leads and Conversions:

Businesses can generate more relevant leads and drive conversions by targeting the specific audience that is most likely to convert. Google Ads’ targeting capabilities help optimize ad spend and maximize return on investment.

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Increased Visibility for Brand Exposure

Visibility is key to standing out in the competitive online landscape. Google Ads enables businesses to position their ads at the top of Search Engine Results Pages (SERPs) for relevant keywords. The advantages of increased visibility include:

Higher Brand Exposure

By getting top ad placements, businesses can increase their brand exposure and raise awareness. This awareness goes a long way toward converting those customers searching for related products or services.

Enhanced Brand Awareness

The consistent visibility offered by Google Ads helps businesses build brand recognition and establish a strong online presence. This can lead to long-term benefits and customer loyalty.

Budget Control and Optimization

Google Ads provides businesses with flexibility in budget management, allowing them to set daily or monthly budgets aligned with their goals. This control over ad spend offers several advantages:

Effective Budget Allocation

Businesses can allocate their advertising budget strategically, ensuring optimal use of funds. This flexibility empowers businesses to focus their resources on campaigns that yield the best results.

Maximizing Return on Investment (ROI)

Google Ads’ budget control enables businesses to track ad performance and make data-driven decisions. By analyzing key metrics like impressions, clicks, and conversions, businesses can optimize their campaigns to achieve the highest possible ROI.

Measurable Results for Data-Driven Decisions

Data is the backbone of successful marketing strategies. Google Ads provides businesses with extensive data on ad performance, allowing for informed decision-making:

Comprehensive Performance Tracking

Google Ads offers valuable insights into impressions, clicks, conversions, and various other key metrics. This data helps businesses evaluate the effectiveness of their campaigns and make necessary adjustments.

Campaign Optimization

Armed with relevant data, businesses can optimize their Google Ads campaigns. By identifying underperforming ads, targeting opportunities, or areas for improvement, businesses can refine their strategies to drive better results and reach their goals.

Remarketing Opportunities for Customer Engagement

Remarketing is a powerful technique that enables businesses to re-engage with previous website visitors or interested users. Google Ads provides robust remarketing capabilities, offering several benefits:

Building Customer Connections

Remarketing allows businesses to reconnect with potential customers who have already shown interest in their offerings. By displaying targeted ads to these users as they browse other websites or platforms within the Google Display Network, businesses can acquire leads and increase the likelihood of conversions.

Converting Leads into Customers

Remarketing presents an opportunity to reinforce brand messaging, provide additional value, and ultimately convert leads into paying customers. By staying top-of-mind with potential customers, businesses can increase their chances of driving conversions and achieving their goals.

Enhanced Mobile Advertising for Reach

Mobile advertising has become increasingly important with the rise of smartphone usage. Google Ads offers specific features and options for mobile advertising, allowing businesses to tap into the growing mobile user base:

Mobile-Specific Advertising

Google Ads provides businesses with mobile-specific ad formats and targeting options. This ensures that ads are optimized for smartphones and tablets, providing a seamless and engaging experience for users on the go.

Access to a Wider Audience

By reaching users on their mobile devices, businesses can expand their reach and connect with a larger audience. This increased visibility among mobile users enhances the potential for engagement, conversions, and business growth.

Ad Extensions for Enhanced Visibility and Engagement

Ad extensions are a valuable tool within Google Ads that allows businesses to enhance their ads and improve user experience. Some key benefits of using ad extensions include:

Improved Click-Through Rates

Ad extensions provide additional information and functionality within ads, making them more appealing and relevant to users. This, in turn, can lead to higher click-through rates and increased traffic to businesses’ websites.

Driving Qualified Traffic

Ad extensions allow businesses to provide users with more specific details, such as site links, phone numbers, or additional landing pages. By offering more relevant information, businesses can attract more qualified traffic and improve the chances of conversions.

Effectiveness and Worth of Google Ads

Google Ads advertising has proven to be highly effective in driving business results. Some key reasons why it is worth investing in include:

Targeted Reach

With its advanced targeting capabilities, Google Ads ensures that businesses reach the most relevant audience, increasing the likelihood of conversions and maximizing ad spend efficiency.

Measurable Performance

Google Ads provides extensive data and analytics to track the performance of ad campaigns. This allows businesses to evaluate their results, make data-driven decisions, and continuously optimize their strategies for better outcomes.

Flexibility and Scalability

Google Ads accommodates businesses of all sizes and budgets. Whether you’re a small local business or a global enterprise, Google Ads offers the flexibility to scale your campaigns and align them with your business goals.

Advantages and Disadvantages of Google Ads

Google Ads comes with several advantages for businesses, such as:

Precise Targeting

Google Ads allows businesses to reach specific demographics, interests, locations, and keywords, ensuring their ads are seen by the right audience.

Enhanced Visibility

Google Ads positions ads prominently on SERPs, giving businesses increased visibility and exposure to potential customers actively searching for related products or services.

However, there are potential disadvantages or challenges to consider, such as:

Increased Competition

As Google Ads becomes more popular, competition for top ad placements intensifies, potentially driving up costs and making it more challenging to stand out.

Ad Fatigue

Displaying the same ads repeatedly to the same audience may lead to ad fatigue, where users become less responsive or uninterested in the messaging.

Benefits of Online Advertising

Online advertising, including Google Ads, offers several benefits for businesses:

Wider Reach

Online advertising allows businesses to extend their reach beyond geographical limitations, tapping into a global audience.


Compared to traditional marketing channels, online advertising often provides a more cost-effective way to promote products or services and reach a targeted audience.

Real-Time Analytics

Online advertising platforms like Google Ads offer real-time analytics, enabling businesses to monitor campaign performance, make data-driven decisions, and adjust strategies on the fly.

Complementing Traditional Marketing Efforts

Online advertising can work hand-in-hand with traditional marketing efforts, creating a holistic marketing approach that maximizes visibility and impact.

Impact on Views and Reach

Yes, Google Ads can increase views by positioning ads prominently on SERPs and other websites within the Google Display Network. By utilizing Google Ads, businesses can benefit from:

Enhanced Visibility

Google Ads enables businesses to secure top ad placements on search engine results pages, increasing their visibility and exposure to a larger audience.

Expanded Reach

Google Ads extends businesses’ reach beyond their organic search rankings, ensuring that their ads are seen by users who may not have discovered them otherwise.

Grow Your Business with Google Ads

Google Ads provides businesses with a powerful platform to advance their goals and drive success in the online advertising realm. With targeted advertising, increased visibility, budget control, and measurable results, businesses can optimize their campaigns for better outcomes. Remarketing opportunities, enhanced mobile advertising, and ad extensions further enhance engagement and reach.

While Google Ads offers many advantages, it is important to consider potential challenges and ensure effective campaign management. Online advertising, including Google Ads, offers numerous benefits that complement traditional marketing efforts and provide businesses with valuable opportunities for growth. By leveraging the capabilities of Google Ads strategically, businesses can maximize their visibility, engagement, and conversions. This ultimately advances their business goals and helps to achieve long-term success.

Want help building a successful Google Ad campaign for your business but don’t know where to start? LeadPoint Digital can help! We specialize in search engine optimization and advertising, content marketing, and website design. Our deep understanding of online behavior allows us to develop and execute practical inbound strategies that drive results. Drop us a line for a free consultation with one of our digital marketing experts!

In today’s fast-paced digital landscape, businesses need to have a strong online presence to thrive and succeed. With the rise of the internet and social media, traditional marketing strategies alone are no longer sufficient. This is where digital marketing agencies come into play.

Hiring a digital marketing agency can be game-changing for your business. This article will explore why that is and how it can help you reach your marketing objectives efficiently.

Why Is It Important to Hire a Digital Marketing Agency?

Digital marketing agencies provide a wide range of services to help businesses navigate the complex world of online marketing. Here’s why hiring a digital marketing agency is important:

Expertise and Specialization:

  • Digital marketing agencies consist of professionals who have expertise in various aspects of online marketing such as search engine optimization (SEO), social media marketing, content marketing, and more.
  • They stay updated with the latest industry trends and best practices, allowing them to develop effective strategies tailored to your business needs.

Time and Cost-Efficiency:

  • Implementing digital marketing strategies can be time-consuming and requires continuous effort. By hiring an agency, you can focus on your core business activities while leaving the marketing tasks to the experts.
  • It can also be more cost-effective than hiring an in-house team since you only pay for the services you need, and you avoid expenses like employee benefits and training.

Access to Advanced Tools and Technologies:

  • Digital marketing agencies use tools that help to understand key metrics of your marketing effots. These tools can help in areas such as keyword research, competitor analysis, analytics, and campaign optimization.

Is It Worth It to Hire a Digital Marketing Agency?

Hiring a digital marketing agency can be a worthwhile investment for your business. Here’s why:

  • They bring in expertise and experience that can lead to more effective marketing strategies and better results.
  • They have a deep understanding of various online channels and can help you reach your target audience more efficiently.
  • A digital marketing agency can provide a fresh perspective and innovative ideas to enhance your marketing campaigns.

What Can I Expect from a Digital Marketing Agency?

When you hire a digital marketing agency, you can expect the following:

  • A thorough analysis of your current marketing efforts and identification of areas for improvement.
  • Development of a customized digital marketing strategy tailored to your business goals.
  • Execution of various digital marketing tactics such as SEO, PPC advertising, social media marketing, content creation, and more.
  • Continuous monitoring and optimization of your campaigns to ensure maximum performance and return on investment.

What Types of Services Do Digital Marketing Companies Offer?

Digital marketing companies offer a wide range of services to help businesses establish a strong online presence and achieve their marketing goals. These services include:

  • Search Engine Optimization (SEO) – This involves optimizing websites to improve organic search engine rankings.
  • Pay-Per-Click (PPC) Advertising Management – Where they create and manage targeted ad campaigns on platforms like Google Ads and social media channels.
  • Content Marketing – Another key service offered, where they create valuable and engaging content such as blog posts, articles, and videos to attract and engage the target audience.
  • Social Media Marketing – Also commonly offered, involving managing and optimizing social media accounts to increase brand awareness, engagement, and website traffic.
  • Much More – Email Marketing, conversion rate optimization, web design and development, and analytics and reporting are additional services provided by digital marketing companies to help businesses achieve optimal results in their online marketing efforts.

What to Look for When Hiring a Digital Agency?

Consider the following factors when choosing a digital marketing agency:

  • Experience and Track Record: Look for agencies with a proven track record of success and experience in your industry.
  • Services Offered: Ensure the agency offers the specific services you require, such as SEO, social media management, or content marketing.
  • Communication and Collaboration: Choose an agency that values open communication and works collaboratively with you to achieve your goals.
  • Reporting and Analytics: The agency should provide regular reports and insights on the performance of your campaigns and the return on your investment.

What Does It Cost to Hire a Digital Marketing Agency?

The cost of hiring a digital marketing agency can vary depending on several factors, including the agency’s size, location, and the scope of services required. Some agencies charge a monthly retainer fee, while others may have project-based or performance-based pricing models. It’s best to discuss your specific needs with the agency to get a customized quote.

Reach Out to LeadPoint Digital for a Free Consultation

Hiring a digital marketing agency can provide your business with a competitive edge in the digital landscape. LeadPoint Digital offers expertise, specialization, and access to advanced tools, to help you reach and engage your target audience, drive website traffic, generate leads, and ultimately, increase your online visibility and business growth. Schedule a free consultation with us today to see how we can help your business!

Everything You Need to Know About GA4 Migration

Many of you have probably been receiving notifications for more than a year about migrating your Google Universal Analytics to Google Analytics 4 (GA4). On July 1, 2023, Google will discontinue Universal Analytics, which means none of your website analytic data will track through that property anymore. In December 2023, all data from Universal Analytics will be erased.

What that means is that you must make the switch if you want to have consistent – or any – website tracking information. But LeadPoint Digital clients don’t have to do a thing. (We’ve got you covered already.)

What to Expect

To break it down simply, the data we review with our clients monthly will change for the better and be more expansive. The largest change from Universal Analytics to Google Analytics 4 is that your website data will be tracked through events, rather than pageviews.

The Good News: Google Analytics caught up with LeadPoint Digital! Long before Google Analytics 4 was announced, LeadPoint tracked your website data through events. Most of the data we review with you on a weekly or monthly basis has been events-based since our relationship began. Event metrics that we regularly review with our clients are form submissions, document downloads, clicks to social media, video viewing rates, clicks to call, clicks on email address, and clicks to important outbound websites.

The Bad News: All the data we tracked for your website to this point will disappear in December 2023. LeadPoint Digital is taking measures to download all historical data for comparison under the new Google Analytics 4 tracking. We have also been tracking Google Analytics 4 data over the last year, so we should have data to compare immediately.

Smarter Marketing with GA4

  • User-ID Tracking
  • Customer Data Integration
  • Data-Driven Lead Tracking

User-ID tracking will better measure websites that have registered users, such as e-commerce or login areas. This will enable you to track your registered users as one journey whether they visit through a mobile device, laptop, or tablet. In the past, these visitors were viewed as three separate visits. Now we can measure the cross-device behavior between registered users.

Customer data integration will allow you to upload customer and prospect data from your point of sale, customer relationship management, or other offline data collection. The benefit to this is to track your overall business performance in a unified view and match website behavior for all users. This will help with full-funnel tracking for offline sales. For example, if a user submits information through your website, but purchases offline, the closing sale data can be incorporated and tied to the initial lead, providing more accurate return-on-investment data and customer journey data.

Data-driven lead attribution was recently released on Google Universal Analytics. LeadPoint Digital has already been using the data-driven lead attribution and it will be automatically migrated to your Google Analytics 4 environment.

In the past, lead attribution for digital marketing campaigns has been tracked by last click, which means the digital marketing campaign only gets credit if that’s the last source a website visitor comes from before taking a conversion action on your website. The problem with that is a website visitor may interact with multiple marketing campaigns such as social media, email, organic search, and/or paid search. Data-driven lead attribution now weighs the lead based on the campaigns the visitor interacted with. This will allow you to see the true performance of your digital marketing campaigns by getting a holistic view of the customer journey.

What You Have To Do

Nothing. LeadPoint Digital has it all covered for you. We’ve successfully migrated all clients to the new Google Analytics 4 and have been tracking data. There are a lot of buzzwords being thrown around and new naming systems of metrics. This does not affect our clients; this is all behind-the-scenes information that is important for your LeadPoint team. We can educate you on the meaning of these changes if you desire, but we’ve taken care of everything so you can focus on your regular business activities and trust that LeadPoint has your digital marketing campaigns and reporting covered!

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What is the Digital Marketing Funnel?

There’s a well-known concept in marketing that most people understand – the marketing funnel. The marketing, or sales, funnel is a concept that helps you understand the process from creating awareness and interest all the way to generating leads and conversions.

When it comes to digital marketing, there’s a similar funnel. The digital marketing funnel has four levels: High Funnel, Mid-High Funnel, Mid-Low Funnel, and Low Funnel. Each level requires a different advertising message and a different measurement of success.

High Funnel

This stage often represents your potential customers’ first exposure to your brand. The messages you put out for this audience should generate top-of-mind awareness. They’re meant to get people familiar with your brand and what you provide.

Advertising at this stage doesn’t produce an immediately high conversion rate. It’s meant to make impressions and capture the attention of potential buyers. With commitment and time, high-funnel marketing will drive sales to the lower portions of the funnel and closer to a purchase or relationship.

Digital marketing at this stage is typically paid and might consist of display ads and sponsorships on newspaper and local news websites, or a network of sites.

Internet radio also falls into this category. Traditional forms of high-funnel advertising include sponsorships, billboards, and bus and bus bench advertising.

Mid-High Funnel

At this level of the funnel, you’re still creating top-of-mind awareness, but your audience is already aware of your brand and what you do. The message is typically value-based (features, benefits, perspective, etc.) and designed to separate you from your competition.

This form of advertising still doesn’t have a great conversion rate, but because of the type of message it is, it’s more likely to push people down the funnel.

Digital marketing in this stage of the funnel is still primarily paid, such as display advertising on interest-specific websites, or sponsorships that are related more closely to your audience’s interests.

Because social media advertising can be targeted based on demographics and psychographics, it can be an effective channel for reaching people at this level of the funnel. Streaming audio and video also float between the high funnel and mid-high funnel.

Content marketing is the most popular form of digital marketing that falls in the mid-high funnel.

Television and terrestrial radio are complementary channels in traditional advertising.

Mid-Low Funnel

Once you hit this part of the funnel, you’re starting to drive sales. Advertising messages should be incentive-based and include coupons, promotions, and exclusive offers. The goal at this stage is to move people to action.

Digital marketing in the mid-low funnel is a mix of paid and organic. Email marketing, re-marketing, text message marketing, and, in some cases, social media. These channels deliver a targeted, incentive-based message to your audience.

Equivalents in traditional advertising include direct mail, newspaper ads, money-saver ads, and coupon books.

Low Funnel

Low-funnel marketing provides the best immediate return on investment (ROI). Messaging is 100% call-to-action, encouraging your audience to contact you.

Companies spend most of their digital marketing budget in this stage of the funnel. It includes search engine optimization, search engine advertising, and local directory advertising because search engines and directories are where people go when they’re ready to buy.

In traditional advertising, that used to be the phone book or direct mail pieces.

Applying Digital Strategy

After you’ve identified which audiences you want advertising to reach, you apply appropriate digital marketing and traditional media tactics. Digital marketing can be an effective way to move prospects through the buying cycle.

LeadPoint Digital can help you to identify which forms of digital marketing will help you meet marketing goals. We’ll help you create a customized plan with a focus on business objectives and lead generation for different parts of the market funnel and sales cycle.

Contact us to learn more.

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Personas are the anchor of many digital marketing agency strategies. Understanding your client’s audience is vital to building a successful digital marketing strategy that delivers results.

The Problem with Personas

Think about it: Personas are your client’s “perception,” their audience’s “perception,” which results in your own “perception,” which ultimately becomes the “persona(s).”

It doesn’t just sound confusing; it is confusing to mix and match so many perceptions of the same reality. But it doesn’t have to be.

Apple built their entire company based on what people don’t know they want!

Aha! Moment for Building Better Personas

Every other month, we hold communication training for our team because it’s an undeniable skill present in every aspect of agency life and our personal lives. At the end of every 2-hour session, we make it a point to apply our training to real scenarios.

After nearly 10 years of bi-monthly communication training, the “aha!” moment hit me. All the things we discussed in our training were never part of persona building. Let alone any persona our client provided us, or we saw from other competing agencies.

Using Communication Laws to Build Better in Personas

There are many studies, research, and formulas that make people better communicators.

Trust us. We’ve been through them all. But they all boiled down to these primary laws, which allow you to build personas that digital marketers actually get value from.

1. Representation Style

This is how people process the world and things around them. This gives you a medium on how to best communicate to this persona, which includes:

  • Visual (see)
  • Auditory (listen, read, write)
  • Kinesthetic (touch, smell, taste)

2. Attitude

All people have 6 attitudes that perceive value to them. Everyone holds all these attitudes, but your personas will have attitudes that carry more weight than others. Using this gives you the formula to create value props for each attitude:

  • Theoretical (more facts and figures)
  • Utilitarian (wants good investment)
  • Aesthetic (needs to look good)
  • Social (what will others think of me)
  • Individualistic (how do I make product/service better)
  • Traditional (needs to fit with personal values and global outlook)

3. Language & Behavior

Like the game of telephone, everyone deletes or distorts information based on their behaviors and language. These behavioral characteristics will help identify how your persona makes a decision:

  • Motivation = Proactive vs. Reactive (avoid future trouble or is in trouble)
  • Direction = Toward vs. Away From (solutions to get closer to a goal or reasons why goal can’t be achieved)
  • Source = Internal vs. External (makes a decision on how they feel or make a decision based on validation from another)
  • Reason = Options vs. Procedures (likes control in decision making or likes clear path to decision)
  • Scope = Specific vs. Global (small details vs. lofty bigger picture)

4. Human Relations

Being able to understand people and their nature allows you to communicate with your persona skillfully, which includes:

  • How to make people feel important
  • How to set peoples’ moods
  • How to influence people
  • How to convince people

Here’s the Point …

It’s great to understand your audience’s demographics, interests, geographics, and psychographics. But it doesn’t do your digital marketing any good if you don’t know how to utilize that data to sell more products or deliver more services. Incorporating human nature laws and communication behaviors into your personas enables you to craft marketing messages that resonate with your entire audience and deliver results.

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Knowing Your Audience to Improve Brand Awareness

Learn from large audio and video streaming services to curate your email marketing and website for a more personalized experience.

I’m a huge music fan so one app I can’t get enough of is Spotify. On top of streaming any song in the known universe, Spotify curates incredibly genre-specific playlists just for you every week. My music taste exists on a spectrum of classic rock, EDM, and indie pop. Somehow Spotify manages to encapsulate my unique taste and spices up my music palette with new songs and artists I’ve yet to discover – every single week!

As of 2019, Spotify had 271 million users in 79 countries – they are the leading driver of revenue to the music business today. This got me thinking about all the different people who use Spotify around the world, and how they curate unique playlists for each of its users. Spotify knows its people, they know music lovers across the globe, and exactly what they want, when they want it. Ever heard of New Music Friday? A playlist of new songs from music’s top artists every Friday… yes, please!

Here’s the Point …

Think of your email marketing programs. We analyze our results and brainstorm ways to increase engagement with new subject lines and more calls-to-action with a basic knowledge of the audiences we’re targeting. You may feel you’re just shooting in the dark, hoping at least a handful of your contacts are interested in your emails.

Spotify doesn’t just hope I’m going to like the playlists it sends me every week; they know because they know me. Segmenting your email lists is a great place to start discovering who your contacts are so you can deliver communications tailored to their needs and wants. Start segmenting with the information you already have for your contacts – email engagement.

You know who opened your emails and clicked on them, and what they clicked on! Use this data to create an email campaign targeted at these people who showed some interest in your sale, event, resource, etc. Do you have any demographic or geographic data on these contacts? Look for commonalities and think of how you can segment the list even more to deliver hyper-focused messaging. Email engagement is one of the many ways you can segment your email lists.

After you’ve mastered email marketing – inbound marketing is the next step to customize a complete digital experience to strengthen your audience’s relationship with your brand.

We all have one thing in common, our differences! People’s uniqueness provides amazing opportunities to discover the different backgrounds, interests, and motives of your customers and communicate in a way that truly matters to each person.

What segmenting strategies have you found to be successful?

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