successful marketing

5 Tips for Running a Successful Marketing Campaign

"No sales. No company."

That's in the words of one business owner, Mark Cuban, describing the importance of a successful marketing campaign.

Marketing isn't only an essential aspect of a business—it's what drives the business.

Exceptional marketing campaigns cover a slew of various tactics, from advertising and customer outreach to social media and blog content.

No matter what your event, product, or service, you'll need to figure out who you're marketing to and then speak to them. Doing this doesn't have to be complicated, though.

We've covered a few simple steps that should help you develop an excellent plan for your business or organization.

1. Define Your Target Audience

Before you begin marketing, it helps to know who you're marketing to—i.e., know your audience!

This keeps your campaign focused on the people you're selling to, which maximizes your campaign efforts.

Finding your target market is simple when you answer the following questions:

  • Their age and gender
  • Their marital status
  • Whether they have kids
  • Their income level
  • Their location
  • Their lifestyles—i.e., employed or retired, hobbies and shopping habits, etc.

Answer these questions and then understand the competition marketing to your demographic. See how you can stand apart from your competitors.

2. Set Clear Objectives

The only way to stay on course is to have a plan.

Define clear goals and objectives for your campaign.

Is it to garner a specific dollar amount in profits? Is it to get 1,000 people to attend a convention? Are you trying to sell out of a particular product that's on special?

This step piggy-backs off the first in that having more explicit objectives will make sure your efforts stay focused and specific.

3. Know Your Budget

Likewise, having a budget also helps you stay on course.

It's easy to get mystified by all the options. But having a clear budget in mind will keep your campaign attentive to your goals and audience. You need to concentrate on your capabilities without getting sidetracked by lofty goals.

Making a budget is simple:

  • Know your operational costs
  • Know your sales funnel (by observing site visits, lead conversions, etc.)
  • Know your goals (as outlined in step two)
  • Consider scalability
  • Observe the current industry and market trends

And remember, a successful marketing campaign is an investment!

4. Create High-Quality Content

Blog posts are an essential part of any successful marketing campaign.

They establish you as an authority in your industry. They humanize your business, giving readers a "tribe" or person to connect with (especially important in this digital era). They allow you to exceed the local limits and reach audiences worldwide.

Oh yeah, and businesses with blogs acquire 126% more leads than those without one!

5. Track Your Metrics

And last, you need to have a method for seeing if your campaign works.

In the planning stage, define which metrics you'd like to measure for their successes or failures. Then implement the correct tools for doing so.

This way, you can build on your successes or alter what isn't working.

Successful Marketing Made Simple

Using these tactics, you should be on your way to a profitable campaign strategy.

A successful marketing plan could mean the difference between profit and loss. Exposure and obsoleteness. Thriving or closing.

In other words, it's crucial.

We can offer data-driven, creative videos to your marketing plan to solidify its success. Contact us today to see what we can achieve for your company!

How To Get a Negative Review or Attack Site Off the Front Page

Did you have an angry customer or disgruntled employee create a smear website or leave a bad review that ranks on the front page?

There is Good News & Bad News

The bad news is this is going to take dozens of hours of work, and months of time will go by before the offending website is removed from the front page. The good news is that 95% of what you are going to do, will be an application of good SEO practices and will have general SEO benefits to your site. Pushing the Bad website off the front page is going to be mostly a side benefit.

But it’s only off the front page? I want it to disappear!

Trust me, once it is off the front page it is effectively gone. 91% of searches never click beyond the first page. In addition the people clicking beyond the front page usually are not your best customers, they are often employees and competitors. It is very unlikely you will be able to get something removed from the internet entirely, but there is a small chance and that will be discussed further below.

Step 1 - Make less listings appear on the front page.

In the image below you can see the difference between traditional listings and expanded listings using structured data in the Google search results. Configuring your schema correctly to produce these types of rich data cards will actually take up more space on the page. This results in the website you are trying to hide being pushed further down the page and possibly even off the front page.


Step 2 - Company Micro Sites

Next we take information that would normally be contained with a page on your website, or maybe even just a section of a page like the Mission Statement from an about page, and we make a whole website out of it.

We will link to this page from your website’s about page. And we will link back to your website from this microsite. For some companies a mission is really important. So an expansion from one paragraph to several pages of examples or stories about why you do business makes sense.

Other great opportunities to create a micro sites can come from the careers page of your website. This page can easily be expanded with information on company culture and what types of things you are looking for in applicants resumes. This can actually really have a positive impact on the business because it really is useful for the candidates you most want to higher.

And another good place to build a microsite would be if your company has any type of non profit initiative it is involved in. Even something like a day where your company goes to clean up a nearby park is a great place to look for self promotion. These types of activities are typically blog posts but there is no reason they can’t be their own microsite

I would do a maximum of 6 of these types of related domains. It works a lot better if you can find two or three links that you can get to point to these sites, besides your main websites. For example, if you have a website dedicated to your "City Park Cleanup Day", maybe the city Parks and Recreation website would be willing to give you a link.

  • Special note, many people will think this technique sounds like creating a PBN (Private Blog Network). Which is Black Hat and not something Google approves of. PBN websites will hide their WHOIS information, set up on different Web Hosts and do everything they can to trick Google into thinking they were not developed by the same person. We are not going to do this, all of these websites can be hosted on the same platform, and have identical Whois info. If you don’t have more than 6 company micro sites this is should not trigger any PBN warnings with Google.

Step 3 - Don’t Forget the Easy Stuff

Often the links directly under a company will be social networks when looking for a company name. You need to make sure you have pages on Twitter, Facebook, LinkedIn, Instagram, Pinterest, Snapchat and all the major social sites. What controls how high those links appear is how active those profiles are. So use a program like Buffer to schedule posts for the week and make sure that your company profiles are updating every day with new content.

This is the easiest thing you can do and will also be the quickest strategy for pushing down the site we are trying to drop.

Step 4 - Disavow the Link

What does it mean to disavow the link?

Normally if you start to receive links that look spammy, Google will think you are trying to artificially inflate your rankings. In order to not get punished by Google you can “disavow” those links to your site, saying that you have no relationship with the sketchy links and those sites aren’t related to yours.

Because the site that gave us a bad review probably linked to us, we can “disavow” their link as well. This won’t have a major impact on their site by itself, but it is a negative signal to Google that someone has a problem with their site. It also lets Google know that maybe that site isn’t a good match for searches of your brand name.

Special note, if you are very lucky and this negative site has ALSO linked to the website of a mutual party that you are affiliated with you should also ask them to disavow the link.

Joe Plumber’s service was no good. I ended up having to go to a local hardware store to buy the stuff to do my own project”.

If you are lucky and can get the local hardware store to also disavow links from this page, it will be a VERY negative signal to Google and we might see this page not just pushed from the front page but out of the search results entirely.

Step 5 - Push for a News Link

If a small to medium sized business is written about in the local press it can be the second or third link on company name searches for years!

This is the most difficult strategy to replicate for each unique business and in some ways falls more under the category of PR than SEO or reputation management, but it can be the most effective way to control the message and google results for your company. So think about what makes your company story worthy and reach out the local press to see if they would be interested in running the story.

For more help getting a news link check out this excellent Moz article from Casey Meraz.

Step 6 - Guest posting with Partner Businesses

Are there businesses you work with closely and have a good relationship with? Trade Blog posts with that company, where each of you will write up a quick company profile to expose your customers to the partner business.

Have them write something simple like, “Why we use company Joe’s Plumber service when we need to fix a pipe” but make sure that the are correctly optimizing their post to rank for your company's name. A tool like Yoast can be great for this.

Step 7 - The Psychology of Dealing with the Angry (Possibly Crazy) Customer Directly.

Now that you see how much work it can be to remove a negative listing from the front page, make sure you aren’t overlooking the most direct approach. Asking the angry customer to take it down.

I have two important questions I try to answer before I talk to the customer. When did they put up the angry site? And can i speak with them in a professional way?

The question is the most important. If you cannot remain perfectly calm and professional when dealing with the customer, you risk upsetting them further and creating more problems, so do not engage with them at all. Even if you are 100% right and they are 100% wrong, it is important not to argue with them. Be apologetic, offer to make recompense in some way and see if that can solve their issue. Make sure to document all communications, and make double sure that every communication makes you look like a great company with excellent customer service. You can already see how it will take dozens of hours to remove their listing from the front page. Depending on what the customer thinks the problem was it can often be much cheaper just to give them a refund they don’t deserve rather than pay for the work of burying their site. If you are very lucky perhaps a simple apology will accomplish the job for you.

But whatever you do, don’t be these guys - part of being a good business is accepting criticism gracefully, even if it isn't warranted.

Now that we got that out of the way, we can get to the interesting stuff. The first benchmark was how quickly after your first issue with this customer did they put up their angry site? This is something I have never seen discussed in the fields of Reputation Management but has been my secret weapon.

If the angry site went up within 1-3 days of their interaction with your company, I put them firmly in the category of (Bored techy with too much time on their hands). Which is really good. You don’t know if they were really that upset, because the work of throwing up this site was not much to them. Maybe they had other things going on in their life at the time, and they aren’t even upset anymore, they just haven’t thought about it enough to take it down. People in this category often take down their sites for an apology, and I once even saw them change the highly ranking review to a positive one after a simple refund!

Warning: if they come from the second group and their negative review site went up 3 months or more after their interaction with your company then they have a very different kind of problem. Someone who has been dwelling about an experience this far in the past and has gradually become angry enough about it that they will create a whole site to damage your company may have mental health issues. I usually do not recommend contacting these people at all. But you can read their specific grievance and give it a shot if you are very good at conflict management and think you can help them to see your side.

Anyone who comes within the grey area of more than 3 days, but less than 3 months is someone you will have to use your best judgement on. But keep all your records and as a last step you can use an attorney if you need to.

Step 8 - Legal Intervention

Assuming you have kept excellent records of your communication with the person smearing your business and you have provided excellent customer service along the way it may be time to speak with an attorney.

There are metrics you can use to determine the lost business and how much you have been harmed financially by the negative review site and that will be a good number to reference if things get to that point.

Most small businesses don’t have the time, money or patience to hire a lawyer, but most consumers have even less time and money for one. The review is legally entitled to speak about their experience, but anything they say about your company that isn’t factually true is defamation. Having a lawyer draft a letter to them threatening legal action if they website doesn’t come down can be an effective strategy to get the website taken down.

Final Tip for Extra Credit - The Epic Signature / Bio

This tip from Rand Fishkin on the Moz Blog. It is from 2010 but it has still been working great for our clients.

Do you ever see Bio’s like this? This speakers biography is a useful map to a group of websites, all relating to the speaker and their business. This universal biography can be repeated wherever an authors or speakers bio appears. These types fo bios send a strong signal to Google that these links always appear together and are related. Because of that relation they have a higher chance of appearing together on the front page of your searches for your companies brand name.


Creative Marketing

Creative Marketing Tips for Non-Profit Organizations Big or Small

Are you looking for innovative ways to promote your non-profit organization but don't know where to start? Though online marketing campaigns are great for generating leads, they can be time-consuming and costly.

Luckily, there are creative ways to build awareness about your organization and keep the costs low. You'll stand out from the crowd and people will flock to your website to learn more.

From fun, educational videos, infographics, and social media contests to urban in-person marketing, you can play around and see what works best.

Here are 5 simple, yet creative marketing ideas that'll put your non-profit organization on the map.

Fun and Educational Videos

Video marketing is the future, and companies of all types and sizes use videos to promote their products and services. It's visual, engaging, relatively easy to make, and shareable.

There are many tools and software to create stunning videos, so all you need is a creative idea and a little time. Start by making one creative video and track the response. If people like it, you can easily turn it into a series, and tell the story about your organization.

Caption and Photo Contests

Organizing contests on social media are an effective digital marketing tactic that can help you build engagement and brand awareness. The most popular types are caption and photo contests where people either think of a caption for a photo you post, or they post a photo using your products or brand hashtags.

This creates engagement and brand visibility, which is exactly what you want to promote your non-profit.


Infographics are visual marketing tools that outline essential information in a long vertical image. It's one of the most popular creative marketing strategies because it displays clear, concise messages in a fun, colorful way that's easy to consume.

The best places to post infographics are in the body of a blog post and Pinterest. When people click on your infographic, they'll land on your website and learn about your non-profit.


Gamification is a creative marketing strategy that uses game elements with the goal to engage the users. It works great in marketing because it provides instant gratification and a sense of connection to the brand.

You can use gamification on your website, on social media channels, fundraising campaigns, and even in-person marketing.

Urban Marketing

One of the best creative marketing techniques is urban marketing, i.e. going outside and interacting with people directly. Aside from handing out flyers, there are many creative ways to spread the word about your non-profit organization.

Some great ideas include:

  • Commissioning a beautiful mural related to your organization
  • Performances related to your organization
  • Decorating street elements like manhole covers, stairs, sidewalks, and benches

Anything that would catch people's attention and make them stop and interact is a perfect opportunity to promote your non-profit.

Use These Creative Marketing Strategies to Promote Your Organization!

There are countless ways to spread the word about your non-profit organization and it doesn't have to be expensive.

The more creative you are, the more people will be interested to check you out, and hear about your story.

Need more creative marketing ideas? Check out the most powerful marketing trends that ruled in 2019.