Hiring a Marketing Director or Team? – Here’s what you need to know

Hire a Marketing Team

By now, you’ve probably realized how essential good marketing is to your business’ success. You understand that our world has shifted into a digital age where everything is much louder and more chaotic than ever before.

You’re probably also aware that you can’t do everything on your own.  Running a business is hard enough without trying to find ways to engage a distracted audience.  So, the questions start to stir the Spirit:

  1. Do I hire an in-house marketing director or outsource my needs?
  2. Will I need to spend a lot of time managing the projects?
  3. Can a marketing director do everything I need, like website changes, SEO, social media, e-mail marketing, and mail promotions?
  4. If I hire a team instead, how do I know they’re reliable and honest?

First, it’s important to understand what to expect from a marketing team.

What to Expect from A Marketing Team

A full-service marketing team comes with a marketing director, who is on the frontlines of innovative methods and technology in their field.  Or, at least, they should be.

Every business owner needs the same things from their marketing team: availability, reliability, expertise, honesty, and efficiency.

I won’t bog you down with industry jargon, so here’s the gist of what to expect.  Your marketing team should:

  • Have at least one marketing director, project manager, designer (print and digital), coder, writer, and IT support.
  • Have a complete understanding of your target audience (learned through research).
  • Provide a thorough analysis and regular review of your competition.
  • Develop and moderate a marketing strategy that fosters growth.
  • Create a steady flow of new opportunities for lead generation.
  • Have smooth workflows for implementing and managing the strategy.
  • Be able to adequately and reliably communicate efforts, roadblocks, and budget.

What Your Marketing Team Expects from You

The most beneficial thing you can for your business is to hire the right team, and then get out of their way.

Business owners who spend too much time trying to manage the marketing projects end up doing their business more harm than good. You could end up spending thousands more on a project because you wouldn’t follow the advice of your director/team.

Here are a few other things your marketing team expects from you:

  1. A contact person. This person will make purchasing and design/branding decisions in a timely manner.
  2. Adequate resources – Time is money. The more organized the marketing director, the more efficient the team; however, never underestimate the time it takes to brainstorm, plan, and perfect the projects.  You’re not just buying production or the end-product; you’re buying your entire team’s time and dedication.  This is a piece of the Value puzzle.
  3. Remember, you’re not the customer. This is vital for survival.  We all look at things through personal lenses.  Often, business owners create content, specials, services, etc. based on what he or she likes, or think will work.  This can be fatal to success. It’s your marketing director’s job to approach campaigns and design from a user’s perspective.

Advice for Finding Your Marketing Team

As a print and digital marketing agency, we’ve been through the painstaking process of finding the right cast and crew.

Here’s what you need to consider when hiring a marketing team:

  • Research the role of a marketing department or team. It will put things into perspective and prepare you for the conversation.
  • Look at the potential marketing team’s portfolio or case studies. Are they specialized in a specific type of marketing, or are they broad?  How’s the quality?
  • How are their reviews and testimonials? If they don’t have any, is it because their work speaks for itself or because they look under-developed?
  • Test the customer service and response time by filling out a contact form. Ask a lot of questions.  How thorough are the responses?
  • Read their website and social media pages. Do they strike you as trustworthy, reliable, and honest? Do they offer to meet you in person?  Can you see yourself working with them for a long time?

Want to know about our show?

We’re the Master of Ceremonies for our clients.  Our sole purpose is to help businesses generate more leads by engaging, entertaining, and delighting your audience.  This will always include projects that align with the client’s goals and the audience’s needs.

Here’s what you get with the Your Imprint Print and Digital Marketing Team:

  • Our Marketing Director is exceptionally skilled in organization and business communications. She’s the strategy queen, keeping clients updated and crew on their game.
  • Our Art Director brings a Creative’s vision to systematic business approaches. He’s the King of branding and is responsible for upholding the client’s values while meeting the expectations of their customers.
  • Our Writer is all kinds of magical. She can translate goals into emotionally-evocative messages for a targeted or broad audience.
  • The Bouncer. He deserves the dramatic announcement of his made-up title.  The Bouncer keeps an eye on the comfort and safety of the cast, crew, and audience.  Really, he’s IT support since we live neck-deep in tech.

We’re always moving. Our minds are constantly finding fresh, innovative ways to reach different audiences.

Businesses with smaller budgets often get set on the backburner of big marketing or advertising companies.  We find that atrocious; therefore, we invite you to the VIP section of the Your Imprint show.  It’s a circus, but a well-organized and humane one (we use stuffies; the dogs love it).

So, Let’s Start the Show!  Get a Quote

How to successfully build a social media campaign

Social Media Campaign

Social media. Sigh. You might love it, hate it, or know nothing about it. Regardless, you really need to use it.

We understand that social media can be a hurdle that small businesses struggle to jump through. Trust us, we’ve been there too. Creating a social media campaign can be one of the most effective ways to navigate the world of Facebook, Twitter, Instagram, and more.  Here’s what you should know:

What is a social media campaign?

A social media campaign uses specific social media platforms to achieve a specific goal. This goal might differ from your daily social media posts, but the goal might be as simple as posting daily. It’s up to you.

For instance, your campaign might be all about advertising for a specific event or product. However, many small businesses will use their social media campaigns to create loyal customers, bring people to their website, or attract new clients.

Step 1: Determine the campaign’s focus.

What do you want your audience members to do after seeing your social media posts? If you can answer this, you have a clear focus.

If you have multiple answers (as many small business owners do), try choosing one or two things to focus on for a month. Then evaluate the campaign’s success and make necessary changes.

Step 2:  Don’t go crazy. Use only a few social media platforms.

Don’t use every social media platform out there. And certainly, don’t use platforms just because you are a regular visitor. Instead, understand your audience.

Research which social media platforms work best for your goals and audience members. For example, don’t waste your time on Instagram if you’re customers don’t use Instagram.

Step 3: Create a calendar. Update the calendar.

We’ve talked a lot about staying organized on social media. Trust us, the best way you can stay organized is by planning ahead. Although you need to determine what works best for you, we’ve found that planning our social media content at the start of every week helps us stay focused.

Step 4: Stay true to your company’s voice.

At Your Imprint, we want our audience to know that we are artists, dreamers, and creatives. As a result, our social media pages are fun and playful, yet serious.

We also adapt our tone to fit the social media platform. For example, our Facebook page includes a lot more memes than our LinkedIn page.

If your audience warrants a professional tone, give them that. But if they respond well to wit, be funny and clever. Don’t know what your voice should be? We’ll help you create business branding guidelines that engage your audience.

Step 5: Reply to your audience.

It’s pretty simple. You should respond to every comment, Facebook message, or tag as quickly as you can. Not only does this engage your audience, but it also tells most social media algorithms that you’re a legitimate business. Basically, replying can give you a better ranking on social media.

The Your Imprint team is full of knowledge about how to succeed in digital marketing, and we are eager to assist startups! Learn more tips on our blog, view some real-life branding pieces in our portfolio, or contact us to learn more about our services. 

Content Writer: Job Role, Responsibilities, and Pay

Becoming a Content Writer

This is the fourth post in a series about digital marketing jobs. Keep your eye on our blog or our social media channels as we add more careers in the coming weeks.  Read more about social mediadigital marketing, and graphic design jobs

Can you write about anything? Do you understand the difference between witty and silly or serious and forlorn? Are you an SEO expert — or at least willing to get there? If so, content writing might be the career for you.

Content writing is a form of marketing (often digital marketing) that provides readers with information or entertainment. Content writers might write social media posts, blogs, website copy, or white papers. In addition to top-notch writing skills, content writers need to understand people. They create content that their audience wants to consume. In return, they hope that the audience will buy a product, feel loyal to a company, or even share the content with their friends.

Job Role of the Content Writer

Content writing is hard to pin down. Many content writers work from home or are freelancers, but others work within the marketing department of an organization.

However, content writers will often use a company’s marketing strategy, selected topic, and keywords to generate written content. They need to be aware of the audience they are writing for and adapt their writing to suit the readers. For example, writers need to understand that AP Style is great for news, but may not be appropriate for a lighthearted article.

Because they write on so many different topics, content writers need to be excellent researchers. They must be able to find accurate data on their topic, audience, and style.

Finally, many content writers will not have an editor looking over their work, so their grammar should be flawless.

Job Responsibilities of the Content Writer

The job’s responsibilities will vary depending on the industry. However, some responsibilities that you should expect include the following:

  • Write a variety of content in a number of different styles and tones.
  • Edit your own work with impeccable spelling and grammar.
  • Research every topic, writing structure, and audience group.
  • Manage your own calendar and submit tasks on time.
  • Work with clients or management to adjust writing as needed.
  • Use basic editing and website software, including Google Drive, WordPress, Grammarly and others.
  • Be aware of keyword placement and SEO practices.
  • Learn basic HTML.

What about pay? 

A content writer‘s salary will also depend on his or her job status, education level, and location. However, Payscale says that the average salary is $42,042, and entry-level employees should expect to make no lower than $29,642.
Many content writers will go on to become copywriters, marketing managers, and content strategists.

Do you need content writing help? We are ready to help. Learn more here

The YourImprint team is full of knowledge about how to succeed in digital marketing, and we are eager to help aspiring marketers! Learn more about the field on our blog or view some real-life design pieces in our portfolio.

 

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Negative SEO: What is it and how do you prevent it?

Avoid Negative SEO

What is negative SEO?

Although you may have heard of negative SEO before, it probably isn’t on your radar. For many new business owners, the topic is confusing and frightening.

However, negative SEO is simple. It is the process of using unethical practices to sabotage another website’s Google rankings. Typically, businesses will try to do their competitors. Sometimes, negative SEO is directly hacking. Other times, it is simply using other tactics to try to lower a site’s rankings.

Google actively tries to prevent people from using negative SEO. In fact, they punish sites that do not follow their webmaster guidelines. Additionally, US and UK lawmakers have failed to truly define (and thus prevent) negative SEO, according to Reboot Online.

Why you should care

Less website traffic means less revenue. There are countless ways to improve your SEO. However, all that hard work can go to waste if you aren’t proactively monitoring your website.

Give me some examples! 

  1. Copying your content. A competitor can duplicate your content across multiple sites. Google ranks original content higher.
  2. Directing others to your website with spam-like keywords such as online poker.
  3. Crawling. No, it isn’t cute! Crawling means overloading your site with visitors (often bots), making your site very slow or unresponsive.
  4. Linking hundreds of spam links to your website.
  5. Using fake social media profiles to write false reviews online.

How to protect your website

Connect your website to Google Webmaster Tools.

Google can notify you when problems arise. Kissmetrics says that Google can send you alerts when:

  • Your website is being attacked by malware.
  • Your pages are not indexed.
  • You have server connectivity problems.
  • You get a manual penalty from Google.

Watch your backlinks!

Monitor Backlinks and other sites will let you know when you website loses important backlinks or gains undesirable ones.

Use an email address with your domain name.

Instead of using your personal email address, create a professional email address that matches your website. For instance, our team uses email addresses that say “@yourimprint.net.”

Although this will help you look more professional, it also tells any webmasters that you are communicating with that you are not a hacker.

Don’t let them copycat.

Head over to Copyscape. There you can make sure nobody is duplicating your content around the web.

Need Help?

Our SEO Services are top notch. We’ll monitor your site, analyze your site, and help you identify the best keywords. Contact us to learn more!