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Instagram Stories and Snap Map Marketing Tactics

Using Instagram Stories Ads, Location and Hashtag Stories, and Snap Map to Engage Your Audience

Social Media is constantly evolving and shaping itself, which means social media marketing tactics are also changing all the time. This year, Instagram and Snapchat rolled out some new features that give businesses and organizations a few more assets in their toolbox to engage their audiences and promote their brands. Continue reading

Social Media Management: Watch What You Post

Social media management is one of the most beneficial tools in a company’s marketing strategy

Social media is a great way to promote your company’s culture and raise product/service awareness while driving potential customers to your website. It adds another layer to your customer service game plan and helps you target your customers with paid advertisements.

However, as beneficial social media is as a tool, it is just as destructive a weapon – and the damage is usually self-inflicted.

Think of how many people use social media. Facebook alone boasts 68% of U.S. adults as users, and 76% of Facebook’s total users visit the site daily. That’s a huge chunk of your existing and potential customers.

While inside jokes and inappropriate comments are common on personal social media pages, a company page is no place for that kind of communication. The public, including customers, prospects, the media, and your competition, heavily scrutinize company profiles. Anything you say on social media can and will be used against you in the court of public opinion.

To avoid any firestorms, designate a reliable social media management team. Make sure they understand the company’s goals for using social media and restrict access to these individuals. Giving too many people access opens the door of possibility for posts made in poor taste or outside the established lines of corporate culture.
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5 Reasons We’re Thankful For Digital Marketing

digital marketing

TACOS = Targeting. Analytics. Cost-efficiency. Optimization. Satisfied customers

Because tacos.

Every Thanksgiving, we sit back, eat delicious food, watch some football, and reflect on what we’re most thankful for. Family, good health, and Cleveland finally winning a championship all come to mind. But this year, the PALO team is thankful for something a little less conventional.

TACOS…and by that, we mean digital marketing.

To us, TACOS stands for Targeting, Analytics, Cost-Efficiency, Optimization, and Satisfied Customers. All layers are required to make a complete product, just like a delicious taco. And understanding how all those layers work together helps us put together some killer strategies for our clients, who are all pushing hard for more digital tactics in their marketing plans.

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Social Media Management (SMM): A Job for a Marketing Agency

This Looks Like a Job for an Agency!

Smart marketers are constantly learning new and better ways to reach their audience. With the rise of countless social media platforms, creating a strong strategy for a business has become a challenge. Which is right for your business? How do you leverage that network? And, above all, where do you find the time to do it?

It’s estimated that there will be 2.67 billion people using some form of social media in 2018, which is up from 1.91 billion in 2014. Facebook alone boasts more than 1.7 billion active users worldwide, a number that seems to increase each quarter (Statista).

With those kinds of numbers still on the rise, having a strong social media presence is now more than ever a key to the future success and growth of your business. Social media needs to be part of your overall marketing strategy with goals that match those of the business. However, most business owners or managers don’t have the time to build a full strategy for multiple social channels.

So they are faced with a choice: Hire an in-house social media manager, or contract with an advertising agency.

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Search Engine Optimization (SEO): Too Important to Cut

PALO-SEO-facebook

So, you’ve had a search engine optimization plan in place for about a year now and it’s working out well. Your search rankings have improved, you’re getting more website traffic, and you’ve increased your lead generation – the trifecta of a successful search engine optimization plan.

At the end of the year, you now are faced with a choice: renew your search engine optimization plan for another year, or repurpose that money elsewhere. It can be tempting to pull the plug and put that money toward something else. After all, one and done, right?

Think again! You can lose that hard-earned search rank in the blink of an eye.

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Haefke Brings a Decade of Digital Marketing Experience to #TeamPALO

Meet PALO’s Newest Hire – Nicole Haefke!

As more businesses recognize the value in a strong, digital presence, PALO Creative continues to build upon its foundation of digital expertise with its latest hire.

Nicole-Haefke-Digital-Media-CoordinatorPALO’s new Digital Media Coordinator, Nicole Haefke, has gone from crunching the numbers for one company (her previous employer, Coastal Pet Products Inc.) to running analytics reports for several of PALO’s clients. The challenge, she says, has been applying her “big picture” approach on a much larger scale, but it’s a challenge she readily accepts.

“I’m very passionate about exploring the big picture to get a better understanding of the small things, like which search terms are most effective and which audience to target,” Haefke says. “I’m a numbers person. I like facts. And when you look at data and analytics, whether it’s SEO or social media, there’s truth behind it.”

Haefke sharpened her digital marketing skills while working with PALO’s Digital Media Director, Jim Komara, whom she met in 2006. At the time, Komara developed custom real estate websites for real estate agents, and Haefke got first-hand experience in optimizing a website’s content to improve its search rankings. She continued her practice for other local small-business websites while she attended Youngstown State University, where she was president of the university’s Economics Club and an active member of the American Marketing Association. She graduated YSU in 2008 with a bachelor’s degree in business with concentrations in marketing, advertising/public relations and economics.

In addition to SEO and metadata, Haefke has a well-rounded knowledge base in digital marketing, including specialties in evaluating Google Analytics and DoubleClick, online ad campaign management, social media marketing (SMM) and online reputation management. By leveraging her 10 years of experience, she engineers online marketing strategies that are geared toward driving quality traffic, leads and sales opportunities to a customer’s website.

“I love analyzing graphs, numbers and trends, because it helps me to target specific audiences so they see the content that’s most relevant to them,” Haefke says. “It’s smart marketing for any business.”

When she isn’t crunching the numbers, Haefke enjoys writing, hiking, traveling (she’s been to all but 11 states) and dancing – she started when she was four and studied ballet, tap, jazz, lyrical and hip-hop. She’s also a life-long bowling aficionado with a few 300 games under her belt. Nicole and her fiancé, Brian, currently reside in Poland where she stays involved in the community and is an active Rotarian.

Budweiser/America: Patriotism or Pandering?

Budweiser: This Beer was Made for you and me

budweiser-america

Source: Budweiser

Starting this week, Budweiser will roll out limited edition ‘America’ labels, temporarily renaming its signature beer. Social media has been buzzing over the campaign since it was announced, and while the conversation has been a bit divisive, is that necessarily a bad thing? Continue reading

Resolution for 2016: Renew Your Social Media Strategy

Social Media Marketing: What’s New From Facebook?

facebookAs we fire up our workstations for the first week of 2016, we’re seeing plenty of reports of changes coming down the pike to everybody’s favorite social media platform – Facebook. With that in mind, we’re recommending that business owners set a marketing resolution to start the year off with a renewed social strategy.

Facebook is currently testing two new features that are sure to change the way social marketers approach their game plans. The first is a mobile-only function that will allow users to view multiple, topic-based feeds in lieu of the singular News Feed… Continue reading

Disruptive Marketing: Dominate the Dialogue

If you must react – disrupt

Disruptive marketing generates urgency for a particular product or service, and it hits you when you least suspect it. It uses methods that aren’t tried and true to demand your attention and convince you that you need something…even when you don’t know it.

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Rise Pies

Rise Pies Handcrafted Pizza

When it comes to Youngstown tradition, pizza is at the top. So when we had the chance to build the website for the city’s newest handcrafted pizza startup, Rise Pies, we rose to the occasion. We focused on the two most important things – the pizza and the people. Immediately, you’re treated to an eyeful of a tasty looking creation from Chef Vernon! Then with a click, you see our huge gallery from Rise Pies’ Instagram, seamlessly integrating visuals with customer experience.