A Passion for Gainesville Graphic Design

Originally from Fort Pierce, Florida, Emily Purvis has been a Gainesville local since 2010. In 2017, she earned a degree in Graphic Design from Santa Fe College, where she discovered her love for typography.

In her free time, Emily loves to travel, cook, collect records, and spend time with family. She loves to exercise and recently started cycling the Hawthorne Trail with her husband, Brad, on the weekends. One of Emily’s great loves is music, and she goes to concerts as often as she can.

Emily is thrilled to be a part of the team at Liquid Creative and is looking forward to delivering quality work to our awesome clients! As someone with a passion for Gainesville graphic design, it means a lot to her to be able to put her creativity to work for her community.

Fun Facts About Emily:

• Emily has seen every episode of The Office (US) so many times she’s lost count and can speak fluently in quotes from the show.
• She follows 12 different donut accounts on Instagram.
• She practices yoga every morning in her living room with her cat, Roland.

Absolute Favorite Food?

Cheeseburgers! Public & General serves up my current favorite burger.

What Do You Totally Geek Out Over?

The Sopranos. I’ll never be able to listen to Journey’s “Don’t Stop Believin’” the same way again!

Describe Yourself In a Hashtag.

#hungry

Improve Website SEO with these 4 Tips

Search Engine Optimization (SEO) is always evolving, making it difficult for marketers and entrepreneurs to keep up. While staying on top of the search engine results pages requires a lot of research and know-how, there are a few tried and true methods to improve website SEO. Here we will review four of the classics that are still relevant today.

Use Your Social Media Accounts

Creating a strong social media presence will inherently improve your SEO, while you can also use your content to drive traffic to your site, increasing your site’s ranking by boosting its click-through rate. Social media also presents the opportunity for other pages to share your content, creating links that build your credibility. Expressing interest in community events and pages through social media will improve your local rankings by establishing your involvement, so engage online with businesses in your area as much as possible.

Update Your Google Places Page

As local searches become more prevalent, Google Places is now critical to a successful SEO strategy for the consumer goods and services industries. To be registered on the Google Places index you will need a physical address, and must provide in-person customer service.

When you create your Google Places page, make sure to fill out all the fields, not just those that are required. The complete information will enhance your credibility and improve your ranking. Keeping your hours updated, using relevant keywords, and uploading pictures and videos will all help optimize your page, along with adding a service area for those that operate SABs.

Create Internal and External Links

Google actually pays attention to how efficiently your website is laid out– though this is probably not purposeful. The Google “crawlers” that search your site for keywords will not access pages buried deep into your site. Minimize the clicks it takes to get to each of your pages to enable the crawlers to gather more data for search engine results. Linking to external pages will improve your site’s credibility in Google’s eyes, demonstrating that you utilized outside resources to inform your content.

Use Intuitive Design and Engaging Content

The more words and phrases your page has that relates to the user’s query and the longer a user spends on your site, the higher your ranking will be on the search engine result page for that query. Search engines algorithms pick up on a page’s keywords to calculate its ranking results, and then determine if the page was a good fit for the query largely based on how long users spend on the page.

An intuitive and aesthetically appealing design will help your users find the content that they are looking for, and remain on your site for longer. Generating engaging content will further increase dwell times, because the longer that a visitor spends reading your page, the longer their dwell time. Strong content is critical to implementing keywords naturally in your text, and to establish Latent Semantic Indexing (LSI) keywords. Though they sound complicated, LSI keywords are simply words or phrases that relate to your existing keywords, establishing strong context and improving your search engine rankings. You can use this free tool to find LSI keywords.

The Results

Use Google Analytics to gather data on your web traffic, and determine the effectiveness of your SEO efforts by the available metrics. Some key indicators to monitor include number of users, dwell time, and top pages viewed.

Website SEO for the Gainesville Area

The technical nature of SEO can make it difficult to implement, but these tips will send you in the right direction. If you need help with website SEO, give Liquid Creative a call at (352) 600-5050. We are always happy to answer any of your questions about SEO, graphic design, web development, digital marketing, and any other marketing topics you would like to discuss!

If you’ve been watching your organic website traffic dwindle, you’re not alone. Noticeable decreases in organic click through rates (CTR) are occurring across industries due to several contributing factors; from 2015 to 2017, organic search results on the first page saw a 25% average CTR decrease on desktops, and 55% on mobile devices. To analyze this issue, we’ll start from the beginning.

Understanding website traffic: What is organic click through rate?

Your website traffic from search engines is made up of two key components: paid and organic traffic. Paid traffic is made up of users who visit your website from an ad, while organic traffic comes from users who found your website without one. CTR measures the popularity of your website by taking the number of people who click on your page for a given search query and dividing by the number of people who viewed it. In formula form: # of clicks/# of impressions

Why is click through rate important?

CTR indicates how many people have clicked on your page, and strongly affects Search Engine Optimization (SEO). Though CTR is not the only factor, Google realizes that the pages people click on the most are probably the most applicable to the query, and ranks them higher in search engine result pages (SERPs).

Why are organic click through rates falling?

To take a comprehensive look at the problem, we will discuss three reasons organic CTR is falling, and what you can do to maintain your website traffic.

1. Increased Ad Volume & Space

Back in 2010, Google’s pay per click ads only contained a header and URL, and about five organic results appeared above the fold on a desktop. Today, pay per click ads include a header, meta tags, URL, and often ratings and links to top pages– causing them to take up more space. Due to the increased number of paid ads displayed and their larger size, fewer organic results appear above the fold. For product searches, it may be reduced to none due to paid ads and the Google Shopping carousel. This becomes even a larger issue on mobile devices– because of the smaller screen fewer results are displayed.

2. Labeling Changes On SERPs

Half of adults don’t recognize if what they’re clicking is an ad, and that number rises to 70% for teens. Back in 2000, all Google ads had a shaded yellow background, making it clear that they were promoted pages. Now, ads are only distinguished by the small green “Ad” logo to the left of the website’s url, as pictured in the above screenshot. Though users may prefer to select an organic result, many are unaware that they are clicking on a promotion.

3. Featured Snippets and Voice Searches

Featured snippets, sometimes referred to as “answer boxes,” have made it harder and harder to get customers to scroll down SERPs. So, what is a featured snippet?A featured snippet is essentially an answer to a query pulled from what Google deems to be the most relevant website, and is displayed at the top of the SERP. This same type of algorithm is also used for voice searches. Fortunately, this feature will mainly affect information-based pages; there will not be a featured snippet that recommends a specific product or service.

Three steps to increase your organic website traffic

• Research strong keywords: Determine what words and phrases are most relevant to your company by using tools such as Google AdWords’ Keyword Planner
• Develop a content strategy incorporating your keywords: Once you have established your keywords, begin generating content that utilizes them and demonstrates strong context; you can use your keywords to find the right LSI (context) keywords using this tool
• Share content on social media: Growing your social media presence will inherently improve your website’s SEO; if used correctly your social media channels will drive traffic to your site, creating leads and further enhancing SEO through increased users and engagement

Capture paid website traffic

Even if you perfectly optimized your website and did these three things tomorrow, it can take Google about a month to improve a small website’s position on SERPs. If you’re looking to increase your website traffic today, paid digital advertising is the best option. Though paid advertising will capture traffic quickly, it’s important to develop a long-term strategy for generating organic website traffic.

Need a hand?

If you’re not sure where to start, or feel like you’ve tried everything but still can’t increase your website traffic, we’re always happy to help! Give Liquid Creative a call today at (352) 600-5050, and take the first step towards having an awesome, optimized website!

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This year, April Fool’s Day was mostly stuck in Easter’s shadow. However, the opportunity to capitalize on a day of shenanigans was not overlooked by some of the big brands in the consumer market.

Let’s take a look at 3 of our team’s favorites, and why they’re so genius!

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In partnership with Instagram influencer and self-proclaimed Dog-Dad, Topher Brophy, Petco began advertising their new service to make “parents” look like their “animal children.” The advertisement opens with Brophy, whose resemblance to his dog is funny to viewers who don’t recognize him, and even more engaging to those who do. The video is hilarious and relevant to the industry, but does not call attention to any of the advantages of Petco’s actual goods or services.

So does beautifulbondsalon.com provide any benefit besides engaging users with the Petco brand?

While the company does not use their ad to promote differentiating factors that contribute to their brand’s value, they did collect data and generate leads by creating a website for Beautiful Bond Salon. They can analyze the site’s traffic to determine the demographics that this type of humor appealed to, and their button to book an appointment pulls up a short form requesting the user’s name, email, and pet type – providing clear lead and segmentation opportunities.

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[fusion_youtube id=”KfWx2-QkEdI” alignment=”right” width=”” height=”” autoplay=”false” api_params=”&rel=0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=””][/fusion_youtube]2: Jäger Balm

In this 1:15 spot, Jägermeister advertises its new “Jäger Balm,” infomercial-style.

But what makes this ad so great?

While this clear play on words and humor are clever, this ad is particularly impressive because the company was able to use a joke product relevant to their industry to explain the benefits of their real product – Jägermeister.

The salesman in the video describes Jäger Balm as bold yet balanced, sweet, bitter, fruity, and spicy. He also mentions its German origins and that its ingredients include a blend of 56 botanicals. These are all key features that Jägermeister uses to differentiate its real product.

The “Product” page of their website reads, “Every German masterpiece contains equal parts precision and inspiration. Bold, yet balanced, our herbal liqueur is no different. Blending 56 botanicals, our ice-cold shot has always been embraced by those who take originality to the next level.”

Jäger Balm is not only relevant to the company’s industry, but also reinforces Jägermeister’s existing messaging.  

… And it gets better.

When you dial the 1-800 number on the “infomercial” screen, callers are offered a 10% discount on their 3-bottle tap machine. Good going, Jägermeister!

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[fusion_youtube id=”blaL64WbI2s” alignment=”right” width=”” height=”” autoplay=”false” api_params=”&rel=0″ hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=””][/fusion_youtube]3: Honda Sixth Sense

Honda’s prank also did a great job of advertising their existing product, but made sure to keep it brief. The ad primarily focused on the humor of their new app, “Honda Sixth Sense,” designed to prevent distracted walkers from making collisions.  

For the first ten seconds, the narrator introduces the issue of pedestrian collisions, and introduces Honda’s existing sensing technologies that will allow them to expand into this new market. They show a clip advertising their vehicles’ sensing capabilities for about three seconds:

The video continues to explain the services offered by their “Sixth Sense” app, relating each to the existing sensing technologies of their vehicles. They show a young texter being alerted when he begins to veer of the sidewalk, explicitly referencing lane departure warnings, and then as he casually navigates obstacles with his “collision system”– all while staring at his phone. The ad then completely centers on the comedy, introducing a premium feature that enables users to receive a warning when someone they don’t want to run into is nearby.

In the end, they brought it back to the Honda brand, using the tagline “Creating Safe Mobility Solutions.”

Honda addressed the two biggest concerns with comedic advertising.

The two main concerns while using humor in advertising are that it will not “land” with the intended audience, and that the viewer may remember the joke but not the brand behind it.

This ad was clearly targeted towards a younger audience, and by honing in on what type of humor would relate to them, Honda avoided the first common pitfall. To ensure viewer retention of the company advertising, Honda continuously weaved their branding and product features throughout the ad. They were able to successfully retain humor while incorporating key messaging, and ended on a tagline that called attention to Honda’s focus on safety.

We love to talk ads – check out our blog to see what marketing topics we’ve been buzzing about lately! You can visit our website to learn more about our agency, or give us a call at (352) 600-5050.

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Today, it’s generally accepted that when a customer is seeking information on a company their first inclination is to visit its website. Then why is it that in 2017, 35% of small business owners indicated they believed their business operations were too small to warrant a website? As they say, if you’re not growing you’re dying, and if your goal is growth then a website is one of the best tools to widen your brand’s reach.

If you’re considering building a website this year, or redesigning your current one, three of the most important things to keep in mind include usability, aesthetic appeal, and Search Engine Optimization (SEO).

Usability

Your first step should be to consider the end user of your site. Who are you targeting, and what information is most relevant to them? From there, you can determine what content to include on your website, and how the information should be laid out.

Utilize the menu to group information so that users can find it intuitively, and home page buttons to direct them to pages on your site where you’d like to see increased traffic. Use a call to action when possible to encourage users to engage with links, such as “Sign up for our Newsletter” or “View Upcoming Events.”

Regardless of your industry, contact information such as your business phone number, hours of operation, address and email should be quickly accessible. An easy and inexpensive way to test the intuitivity of your site is to time friends or family members to see how long it takes them to find pertinent information.

And remember, users want to navigate your site as quickly as possible, so text should be used with purpose. Your mission statement should be short but powerful, as should your product or service descriptions.

Aesthetic Appeal

Design is critical to conveying your brand’s identity, enhancing the user experience, and creating emotional appeal. If you haven’t already, you should establish your brand standards before designing a website. This document will outline appropriate uses and variations of your logo, and the colors, fonts, and types of imagery that will most effectively convey your brand’s value. These standards will be used to inform the design of all your communications materials. In establishing specific parameters, you will enhance your brand’s value through consistency, and more easily draw inspiration for future marketing campaigns.

Search Engine Optimization

Search engines populate their results based on algorithms that determine which pages are most relevant to the user’s query. An SEO strategy aims to increase organic traffic based on knowledge of these algorithms. There are a lot of factors that contribute to a solid SEO strategy, three of the most critical include user engagement, content and keywords, and mobile optimization.

RankBrain was Google’s third most important ranking factor last year, and they indicate it will become an even larger asset in 2018. So, what is RankBrain?  It is essentially a machine learning system that collects data on how users engage with their search results, and ranks the websites accordingly. The top factors considered are dwell times, bounce back rates, and click-through rates.

Essentially, the more people that click on your site and spend some time there, the higher your ranking will be. To achieve a high click-through rate and reduce bouncebacks it’s important to reach the right audience, so you should develop your website’s content with SEO in mind.

It used to be enough to include just your keywords in your content and meta tags, but today Google also looks at the context to determine whether you are comprehensively covering a topic.

To show that your site has strong context, you should also add LSI keywords to your site. These are terms that relate to your topic or business, and there are plenty of online tools to determine which are most effective for your established keywords.

One of the best ways to improve SEO is by creating original content, such as longer blogs, that include strong keywords and context. A blog page is also a great way to showcase your industry expertise without becoming too wordy on other pages of the site.

If your website is not optimized for mobile, 2018 is officially the year to fix that problem. 60% of Google searches now originate from a mobile device, and as a result, Google will adopt a mobile-first index this year. This means that for SEO purposes, Google will first consider the mobile version of your site. Any content that is hidden on the mobile version will be completely ignored for search ranking purposes.

To prepare for the mobile-first index, make sure that all of your content is displaying correctly on mobile, and is still intuitive. Remember, bounce back rates are a critical factor in SEO, so you don’t want users leaving your mobile site because they can’t properly view its information.

The Takeaway?

The best practices in online marketing are always changing, so it’s important to continuously research what’s relevant in SEO, and the tools available to increase traffic to your site. A website opens your brand to the world; keep usability, aesthetic appeal, and SEO in mind to ensure that it’s well represented.

Originally from the Orlando area, Amy graduated with the class of 2017 the University of Florida, earning her Bachelors of Science in Marketing.

Amy is ecstatic to be working in the marketing industry and apply all of her educational experience to the “real world.” Previously, Amy worked as the Training Director at Chick-fil-A, and enjoyed helping people learn the skills required to do their job and help them feel comfortable in a new atmosphere. She is thrilled to be able to take those characteristics and apply the same approachable and encouraging attitude to the Liquid Team and clients.

In her free time, Amy enjoys a variety of hobbies, including exercising, cooking, and dabbling in the beauty industry. She recently started a small side hustle performing hair and makeup applications for weddings and special occasions. She also loves to bake cakes and other goodies for loved ones and events, or just for the fun of it! Amy is very involved in her local church, and enjoys leading the college group with her husband, Rhett. She also loves spending time with her large family, catching up with dear friends, shopping, and going to Gator football games (Go Gators!).

Fun Facts About Amy:

• Amy could alternate between eating sushi and Thai food everyday and be perfectly content.
• She’s a definite morning person! Amy loves to wake up at 5AM and hit up the gym, start dinner for that evening, and sip coffee while watching Good Morning America.
• She has an unhealthy amount of earrings. Big earrings should be a part of every outfit!

Super Bowl ads can be just as exciting as the game itself. There tons of people who normally don’t watch football, but tune in to the Super Bowl just for the ads! Whether you’re an avid football fan or all about the ads, we’re here to expose the truth behind Super Bowl ads.

 

You said how much?

Normal commercial ads run about $1,500-5,000 depending on the TV station and time of day. This is just for 30 seconds on the air. So how much different is the cost during the big game? Advertisers spend an average of $5 million to secure a 30-second spot during the game. They’re also putting themselves at risk, because running bad or seemingly political ad during the Super Bowl can have vast PR consequences.

 

Remembrance

Think back to the last Super Bowl ad you remember. What was it promoting? It’s likely you don’t remember, and that’s exactly what the company was planning to do. The Super Bowl isn’t the time to promote something new, it’s about showcasing their brand to the world.

Many advertisers use comedy, emotional appeal, or storytelling to forge a personal connection between their brand and the audience. They don’t necessarily want you to remember the product or service being advertised, rather how you felt while viewing the commercial, and the company who created it.

One memorable Super Bowl ad in recent history was Mountain Dew’s “Puppy Monkey Baby.” It aired in 2016, and used comedy and repetitiveness to gain viral status (view it here). When you watch the commercial and try to recall the product, you have a hard time remembering. Why? It’s because of the repetitiveness off the “Puppy Monkey Baby” jingle. So, instead of remembering Mountain Dew’s Kickstart commercial, you remember it as Mountain Dew’s Puppy Monkey Baby commercial. If you thought it was funny, you now associate Mountain Dew with something humorous, and have forged a positive mental association with the brand.

This ad is also an excellent example of how Super Bowl commercials can be a risky investment. Running an ad that relies on humor is inherently risky, as the type of humor used may only appeal to a niche market. Scheduling one during the Super Bowl has the potential to turn into a PR blunder, as viewers who “don’t get it” may complain online.

 

So why invest?

The idea of running a one-time, $5 million ad seems ridiculous! But obviously, it must have its perks. The Super Bowl is essentially the only time that a significant number of people actively watch advertisements. Most of the time, it is hard for advertisers to measure the reach of their ads, because it’s essentially impossible to determine how many people will leave the room, put the TV on mute, or simply not pay attention during commercial breaks. There is significant data that indicates ads at the beginning and the end of breaks are the most viewed, however advertisers cannot pay more for these spots– commercial ordering is completely random.

For many large companies, it’s considered a huge risk not to run an ad during the Super Bowl. For instance, Coke will always run ads during the Super Bowl, because they know Pepsi will always run ads during the Super Bowl. If they don’t run an ad, that huge market will have a recent emotional connection to Pepsi, and Coke will see a drop in sales. This sales drop won’t come from loyal Coke fans switching to Pepsi, but from people who don’t regularly drink either beverage, or don’t have a strong preference. These consumers’ choices are more subconsciously influenced by ads, and for companies as large as Coke, their infrequent purchases really add up.

 

We love to talk Marketing! Give us a call at (352) 600-5050 if you think your business could benefit from some expert advice!

Regardless the size of your company, budgeting for business owners is a must. For many entrepreneurs, marketing can fall by the wayside due to misunderstood priorities.Here are some ways you can make sure you get the most for your money by creating a reasonable marketing budget, and a plan for its allocation.

 

Determine your budget

You’d be surprised by how many people create campaigns without setting a budget first. You should have a clear number for how much you are willing to spend on marketing. Don’t know where to start? A good rule of thumb is to allocate about 3-5% of your total yearly gross revenue to marketing your business. Don’t be nervous to raise or lower this percentage based on how much growth you’d like to see.

 

Plan, Plan, Plan!

So you’ve set aside the funds to start marketing campaigns, now what? Well, you can’t carry out every marketing idea you have. Determine your target audience and the best strategy to reach them. Which social media platforms do they frequent? Would direct mail or email campaigns be most effective? After you’ve decided on a general strategy, assign different and specific marketing projects for each month, week, or day (depending on the frequency you choose for your campaign). The more detailed, the better. You want your marketing calendar (or spreadsheet) to include as much information about each marketing project as possible. This will help you stay organized and avoid doubling up on efforts (i.e., running similar campaigns in a month).

 

Free marketing?

More like “free” since your time and energy are valuable, but creating social media accounts won’t do any damage to your bank account. If your company doesn’t have a Facebook page, go create one now! It’s free and opens you up to new audiences who may be interested in your company. Today, online word of mouth is even more important than regular old word of mouth, and many brands compete by attempting to forge a personal relationship with their customers. Social media is a great tool for engaging customers, and it’s important to be online so you know what they’re saying about you. Platforms such as Instagram, Snapchat, and Twitter are becoming increasingly popular among consumers and business owners. You don’t need to be on every platform, which is why it’s important to know your target audience and what social media channels will most effectively reach them.

 

These are just a few ways you can maximize your marketing budget. If you have any questions regarding budgeting, gaining the attention of your audience, or even how to determine who your audience is, let us help! Call us at (352) 600-5050.

Who makes up Generation Z (Gen Z)?

Those born after 1996 make up this new generation of consumers. Most of them were born into a world where technology exists everywhere and in every area of their lives – therefore, technology is a huge driving force in their consumer decisions.

For this group, social media is an important part of their everyday lives. Diversity is also a huge representation of this generation, as they are a very inclusive generation. Let’s explore each characteristic and talk about how marketers and advertisers can best target members of Gen Z.

A Technological World

Gen Z does not know of a world without the Internet, streaming videos, smartphones, and social media. Because of this, they favor small amounts of streaming content when it comes to advertising, and they are mostly consumed on their phones, tablets, or computers through apps like YouTube, Instagram, or Facebook.

Connected through Social Media

Social media apps are the main source for how members of Gen Z consume media daily. For Gen Z, social media is how they stay connected with their friends/family, and influencers. What are influencers? Influencers are those found on apps like Instagram, YouTube, Twitter, and Music.ly. They are the ones who have thousands of followers on these platforms; they are becoming an increasingly important driver of consumption and consumer decision-making for Gen Z.

The Rise of Digital Media Influencers

Unlike previous generations who idolized famous TV or movie stars, members of Gen Z fawn over the “digitally famous” – normal teens/young adults who received their fame through Vine, Snapchat, YouTube, Music.ly, or Twitter. Marketers should take notice of the increasing trend of using influencers to endorse their products to their audiences. These influencers have an unusual pull on their followers, Gen Z is influenced easily by them since they can identify and relate to them as opposed to a traditional celebrity. According to Defy Media’s 2016 survey (shown by the graph), Gen Z is more likely to follow on social media and make purchases recommended by their favorite YouTube influencers than traditional celebrities.

Do you frequently find yourself staring at a blank word document? A blank canvas? A blank notebook? Struggling for new ideas? Mind drawing a blank? You’re not alone!

All creative professionals are likely to struggle with a creative block from time to time. Here at Liquid, creativity is the backbone of our business, so we heavily rely on our creative ideas. Let’s discuss the different types of creative block and various ways to overcome it so you can get back to creating amazing work!

3 Types of Creative Block:

1.  Close-Mindedness

The most common type of creative block, close-mindedness describes what happens when you get too caught up and boxed-in by your own common ways of thinking. It’s tough to come up with something new and exciting when your brain is stuck in “same old, same old” mode.

The solution? Step back and revamp your mindset! Surround yourself with others who have different ways of thinking, go explore new places, check out new media, and always ask yourself the question “how could this be made more exciting?”

2. Lack of Inspiration

For most of us, our minds just draw a complete blank every now and then. Whether due to burnout, sleepless nights, or a lack of caffeine, this can be the deadliest creative block of the bunch since our jobs need inspiration each and every day to keep our creative process alive.

Do not be discouraged if you have encountered this hurdle — it is all part of the process! The solution? Take a mental break, get a little bit of sleep, and then head out to find new outlets of inspiration — go to art galleries, concerts, film festivals, and just surround yourself with uplifting, innovative ideas.

3. Too Many Ideas!

Sometimes having too much on your mind can cause a creative block. Having too many disjointed ideas can cause you to feel paralyzed as you consider how to approach your next project or job. The solution? Create a list of your ideas, and group them into smaller groups of similar ideas. This will force you to only examine a couple of ideas at a time and will ease the stress of choosing a specific concept to work on.

Creative blocks can come in many forms and require different solutions to overcome them. Try the solutions above and get back to creating more quickly! Need additional help coming up with creative ideas for promoting your business? Give us a call! (352) 600-5050