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.

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

Over recent years, we have all been witness to the explosive growth and increased usage of social media platforms. Facebook, for example, started as a hub for college students in 2004 and is now a social media network on which nearly 2 billion active users communicate and interact with friends, family, community, and brands. Talk about influential! Let’s take a look at just four of the many advantages and reasons why effectively branding your business on social media is so vital.

Brand Awareness

The simplest way to break down the big idea behind social media branding is to say that the more people see your profile or logo on their timelines, the most likely they will remember your business, identify a need, and convert into a customer. It’s about more than just posting content about your business, it’s also about posting content that is relevant to your viewers. Ask yourself “what are my target audience’s interests?” When content is valuable and relevant to your audience, they are more likely to share it with their network which increases your reach to a new audience that could potentially convert into a customer.

Customer Insight

With the power of social media analytics, you are able to directly see the demographics of the audience your content is reaching. Another way to gain customer insight is through social media listening. What are people saying about your brand? About your industry? Social media listening can be done by tracking posts that you are mentioned in and monitoring hashtags.

Social media interaction is also a way to have more open, faster communication with customers. When customers reach out to you via social media it humanizes your brand and adds value to their user experience.

Increased Web Traffic

The term SEO is everywhere these days, but many business owners still don’t understand how much social media can potentially help boost your rankings. Sharing of content that links to your website (such as blogs, community pages, and landing pages) not only increases web traffic, but as people share your links the more Google is likely to improve your ranking.

Targeted Content

Social media is among the most cost effective marketing tools available. With the growth of social media platforms such as Facebook, Instagram, and Twitter, they have all integrated paid content options that allow you to directly target your intended audience by age, gender, location, interests, and much more!

Start engaging with your audience and expanding your brand’s reach via social media. The team at Liquid Creative is here to help get you started and guide you toward your goal of effectively reaching the masses! (352) 600-5050

Thinking about rebranding your business, but aren’t sure quite where to start? There comes a point in the life cycle of every business where things begin to feel a little outdated and it’s time for a refresh. And when it comes to rebranding, there’s more to think about than simply revamping your logo — you need to consider evolving your company’s mission, analyzing the state of your client’s user experience, and adapting your marketing strategy to best fit your current goals. It’s a lot to think about, but don’t worry — that’s where we come in!

Trends & Advancements

Each and everyday changes occur, both in the economy and with technology, that can (and should!) have an impact on your business. It can be tough to keep up with the latest trends and industry advancements on top of handling all the day to day responsibilities of running your business.

If you’re worried that you’re falling behind when it comes to the strategies and tactics you use for promoting your business and attracting new customers, it might be time to bring in marketing experts (that’s us!) to help formulate the perfect tactics for your company and get you back on track.

Update Your Image

If you’re fortunate enough to own a successful business that has seen growth and expansion over the years, then there’s a good chance you may have outgrown your initial branding. When you first started your company, your line of services may not have been as extensive as they are currently. Or, your mission, vision, and priorities may have evolved over time. That’s why it’s essential that your branding and image be kept up-to-date! These elements are among the first things that potential clients see when they are looking into your services — make sure you’re telling the right story about your business!

Strategy is Everything!

Considering and exploring new areas of opportunity and adjusting strategy accordingly is an important phase when rebranding your company. No matter how awesome your branding is, or how impressive your office, website or team culture are — it won’t mean a thing if you’re using the wrong strategy. Are you reaching the right people on the right platforms? Is there is a new audience that you could potentially be targeting or a new product or service that you should be launching to keep up with the competition?

If you’re ready to take your business to the next level, give us a call at (352) 600-5050 to get started!

Innovative; progressive; beautiful; full of talent; home. To April Schroeder, founder and president of marketing and advertising agency Liquid Creative, these words describe Gainesville to a tee.

“The vibrancy of the people, the innovation of the businesses and educational institutions, as well as the respect and commitment to our natural resources, just keep pushing the whole north central Florida region to new heights,” says Schroeder. “It’s such an exciting time for Gainesville and I’m thrilled to be a part of it.”

Her passion for Gainesville has not only helped April achieve success in business, it has also played a role in how she pays it forward in her day-to-day life.

As owner of three Gainesville businesses, April is a constant fixture in the business community and is on the boards of multiple community-based nonprofits.

Sitting in a local eatery, after a morning spent preparing for a new employee starting the following week, meeting with the city regarding planned renovations on South Main Street where her office is located, putting together a bid for a large potential new client, as well as prepping her agenda for an upcoming non-profit board meeting, April commented, “I honestly never started out saying I’m going to be an entrepreneur and own a business. It just happened.”

Born and raised just outside of Gainesville on Hampton Lake in Bradford county, it’s no surprise April was a girl scout growing up and spent many summers just southeast of Gainesville at Camp Kateri. After receiving her degree in Graphic Design from Santa Fe Community College in 1999, April worked as a Graphic Designer and eventually decided to continue her education at the University of Florida.

In the meantime, Marketing Mud was founded. A provider of promotional items for local and regional businesses, Marketing Mud was a part-time venture launched to earn a little extra cash while April finished her schooling at UF. But then it took off!

“Graduating from the University of Florida was very important to me,” says April. But with a new baby in 2008 with her husband, Scott, a booming business, and being six months away from finishing her degree, April admits she reconsidered the value of earning that piece of paper.

“I really considered stopping with all that I had going on. But I was taught by my grandmother that your education is the most valuable thing you can have and something no one can ever take away from you,” she concluded. So, in the Spring of 2009, April finished and received her bachelor’s degree in advertising from the University of Florida.

As Marketing Mud continued to grow, so did additional requests from customers for graphic design work and advertising campaigns, website development, and eventually full brand awareness and strategic marketing plans.

“By 2010 it became obvious that we needed to launch a second company and that’s when Liquid Creative was born,” says April.

Today Liquid Creative is a dynamic, full-service marketing and strategic development company with an extensive list of clients throughout the region, including RTI Surgical, GRU, Haven, Santa Fe College, the University of Florida, and many more. April and Scott lead an organization of 10 full-time employees under the Marketing Mud and Liquid Creative umbrellas.

“Not only can I understand the challenges of a new and growing business, but I know Gainesville. I grew up in this area, went to school here, my family is still here and we are committed to Gainesville’s growth,” says April.

And it’s not only business growth that April is committed to; she’s dedicated to the growth of the community as a whole.

2017 marks April’s tenth year as an active member of the Junior League of Gainesville, an organization committed to improving communities through action that specializes largely in the needs of women and children. April has held leadership roles for nine out of the ten years she’s been involved, including two years as a board member.

April notes, “Through the Junior League’s Thrift Store and events like Miracle on Main Street, it is rewarding to see the impact we are making in our community. And it’s a great way to make friendships with like-minded women.”

In addition to the Junior League, April is also a three-year member of the Leadership Council for the University of Florida Performing Arts. But perhaps her greatest passion stems from April’s early lesson on the value of education.

Recently completing a two-year stint as Board President for the Education Foundation of Alachua County, April has dedicated the last eight years to improving educational opportunities for area youth.

Serving as mentor with the Take Stock in Children (TSIC) program, April has met weekly with a young Gainesville student since the seventh grade and is proud to see her mentee’s success over the past 5 years. TSIC is a scholarship and mentoring program that focuses on low-income, at-risk youth to support and encourage them to reach their educational goals.

April’s mentee will be a high school senior this fall. She maintains excellent grades and plans to study social work as a college student.

“It’s a privilege to pass on my experiences and passions with another person. And to help a young woman achieve her full potential? It is one of the most rewarding things I take part in,” says April.

Even when expanding her company offices, April worked to involve and promote the community.

“Scott and I were visiting St. Petersburg and fell in love with the art district and how vibrant it made the downtown area,” she explained.

Therefore, when looking to expand offices from a historic home off 2nd and Main, Scott and April found a warehouse on South Main Street near the site of the new Cade Museum and Depot Park. Around the same time, they crossed paths with Karen Koegel, President of the Gainesville Fine Arts Association (GFAA). The 92-year-old organization is dedicated to the promotion of visual arts, but throughout its existence the organization had lacked a permanent art gallery and home.

April immediately saw the creative and cultural fit of an ad agency and an art gallery sharing a space, so she and Scott made it happen.

In early 2016, April’s companies found a new home at 1314 S. Main Street and April and Scott now donate a portion of their building space to the GFAA art gallery. Open to the public Tuesday through Sunday, the art gallery features work from local artists that are available to view and purchase.

“Gainesville’s calculated growth has been so important, so vital,” says April. “There are still many hidden gems, not just from a business standpoint, but from the perspective of lifestyle and natural surroundings here in mid Florida, as well.”

When asked what challenge she feels Gainesville is facing as it grows, April responds frankly.

“As a business owner, the challenge is definitely keeping talent in Gainesville. The area has so much to offer professionally and personally for all ages, but we are too often losing talent to larger cities.” She continues, “We have to bridge the gap between entry level talent to the 5 to 8-year, experienced, more seasoned talent. We need a way to show this talent that Gainesville is the right place to stay and to live.”

The solution the entrepreneur offers? “A branding and marketing campaign for our city, of course.”

By Kathryn Pizzurro

Use Digital Marketing to Get Ahead of the Competition

Are you looking to stand out from your competition? (Of course you are!) It may sound like old news that to do so effectively in today’s market means employing digital marketing tactics. But what does that actually mean? And why is digital marketing so important for businesses? To break it down to the simplest terms, online marketing can be described as the content and strategy used to reach consumers through their use of computers, mobile devices, tablets and other types of digital media.

Why is digital marketing important for businesses?

For so many reasons! Benefits that come from implementing an effective, strategic digital marketing plan include:

• Increased brand visibility
• Provides platforms for you to interact with your target audience
• Builds credibility
• Creates new customers
• Improves product and service loyalty

Technological advancements have opened the gateway to a plethora of new communication vehicles, and internet platforms provide companies with the opportunity to reach a whole new audience. No matter the size of your organization, there’s simply no excuse for not utilizing digital marketing tools to improve your company’s position in the marketplace.

Curious about the type of results that can be achieved with digital marketing? Check out our digital case study that shares the number of impressions and clicks that our team was able to achieve with just a $25/week ad spend on Google.

Quick digital marketing tips

Keep these tips in mind when you’re planning your posts:

• Maintain a strong online presence! Social media platforms such as Facebook, Instagram, Twitter, and Snapchat should be branded uniformly and used strategically to build awareness of your business
• Studies show that 80% of online shopping searches lead to ACTUAL sales! So make sure your website is mobile-friendly
• Generate positive reviews and shoutouts on social media
• Make sure everything posted on your site can be shared through various media platforms

These are just a few of the many Best Practices that exist to help navigate the ever-developing online marketing landscape. If you’d like to get started, learn how to make a content calendar that will help you organize your strategy and content!

We can help your business with digital marketing!

The world of digital marketing is ever complex and constantly evolving. Not sure where to begin? That’s what we’re here for! The Liquid Creative team has the expertise and strategic insight to use digital marketing to grow your business. Learn more about our digital marketing services!

The team at Liquid Creative is excited to introduce our new intern, Briana Lirio! From Miami, Briana is a fourth-year public relations student at the University of Florida looking forward to graduating this semester.

Briana’s previous experience varies from working for nonprofit organizations with a focus in public interest communications, to participating in corporate-level agency work. She worked alongside a professor to develop a videogame that would help promote environmental sustainability, and has worked with big name corporations such as Universal Studios in promoting events such as Halloween Horror Nights.

When it comes to extracurricular activities at UF, Briana has predominantly focused on researching and developing inclusion programs for minority students within the College of Journalism. She has been excited to work alongside the dean and the head of the Knight Division in order to ensure every student on campus is equally represented. She was also the president of Hispanic Communications where she implemented a mentorship program that focused mostly on women and Hispanics in order to aid them on their path to success.

“My diverse cultural background and experiences within the field of communications have given me a greater understanding of the world around me,” Briana said. “I would like to contribute as much as I possibly can to the growing field of communications, in hopes of providing a more prosperous future for generations to come.”

Briana spent last semester abroad in Florence, Italy, studying Da Vinci and stuffing her face with gelato. When she’s not busy with school or extracurricular activities, Briana can be found binge watching Netflix or Game of Thrones on HBO Go. (Her inability to be athletic has helped make her an expert in watching full seasons in just one sitting.) Briana also enjoys reading and went through a regrettable “Twilight” stage. When asked what she likes to do for fun, she refers back to the one time she sky-dived in order to seem “edgy,” when in actuality she felt like a human pancake and hated every second of it.

One thing many people don’t know about her is that she is a Miami-Dade County Fair award-winning knitter. She first started knitting in high school in hopes of attracting a boyfriend. (Surprisingly, this did not work.)

Said Briana, “My proudest accomplishment? It has to be the time I ate a five-pound burger by myself. I considered listing it under the “skills” section of my résumé, but I didn’t think it would be fair to the competition.”

Overall, Briana is excited for the new learning opportunities she will be faced with while working alongside the Liquid Creative team, as well as everything else 2017 has in store for her!