Category Archives: General Info

Why should I use Responsive Website Design?

A responsive website is a single website that adapts to the device of each unique visitor, whether desktop, smartphone, or tablet. A responsive website dynamically re-sizes its content and imagery for a variety of different screen sizes in order to ensure the website is effective and easy to use on any device.

Rapidly growing mobile usage

Mobile web usage is growing at an extremely rapid rate that presents enormous opportunity. A website that is not optimized for mobile usage and performance stands the potential to leave an enormous amount of opportunity and business on the table. Our professional responsive designs deliver outstanding results from both desktop and mobile users.

Efficient in terms of both time and cost

Responsive website design can drastically cut down on development time and cost. Rather than spending the time and resources building a separate mobile website in addition to your traditional desktop website, the responsive design approach enables you to optimize your business for both desktop and mobile with a single website.

Best practice for ranking high in mobile search results

Responsive design is the preferred option when it comes to making your website both mobile and search engine friendly. By providing a single, dynamic version of your website to both desktop and mobile visitors, you make it easier for search engines to understand and serve your content.

Understanding Brand Identity

Brand Identity

Who are you in relation to your competitors? What kind of personality do you want your business to exhibit? Your brand identity is how you see yourself, and how you want to be seen by your audience. It includes creative details that come together to paint a full picture of your business, and make you stand out within your industry.

From visuals and messaging, to products and marketing, it is a 360 view of who your brand is. These aspects come together as a representation of your business, in order to help teach others about who you are. An effective brand identity will communicate the personality of your business, as well as the value of your product or service, in the hopes of creating association and loyalty from prospective customers.

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Brand Strategy

Your brand strategy is your foundation. It’s the original concept for your company, the direction you want to take it in, and the values that define who you are as a business. As you move your brand forward, your strategy lays out the milestones you want to hit along the way. It is the launch pad from which every marketing effort will take off, ensuring unification and consistency across all platforms.

We can help take the time to dive deeper and answer many questions about your business that will create a clear picture of the essence of your company. With that solidified understanding, comes a successful brand strategy.

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Brand Development

These are the physical steps you take in order to implement your business into the market. The development of your brand encompasses all of the marketing efforts you make, and how you actually apply your brand identity.

This is the continual process of your brand moving from just a concept and an idea, into an actual entity that is being applied to the market and the media. From your website, to strategic marketing efforts, we can help develop a tactical campaign that works for your business, and grows your brand online.

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Brand Image

All of the work and collective efforts that have gone into the creation of your brand, and application of it throughout the market comes down to this. Your brand image is how your current and prospective customers see you.

A successful brand image is based on how close it is in relation to your identity, and the way you intended your brand to be viewed. Your image is an indication of how well you executed your strategy, and how well it matches your intended brand identity.

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Campaign Strategy

Building the Perfect Campaign Strategy

We provide creative campaigns that stray from conventional marketing tactics and effectively engage your target audience. From offline to online marketing, we make sure that your business is visible across all channels without over complicating your business objectives.


Tailoring Campaigns for Your Target Audience

Tailoring process - closeup.
The average person is bombarded with 5,000 advertisements a day, so creating a generalized campaign strategy and hoping that your message reaches the right audience is not going to be successful.

Your customer demographic must be analyzed down to specific personalities to learn how and where they interact with your business on an individual level. By focusing on your customers’ engagement and meeting their expectations with campaign content, audiences will be more receptive to your business and the products or services you have to offer.


Implementing Alternative Strategies that Are In Line With Your Business Goals

In order to have an effective campaign, your business must think outside the box to provide innovative ideas that lead to unique, appealing content for your Business Goalscustomers. Predicting future industry trends by using the data you’ve collected will help to create strategies that are more relevant to your audience.

With new, compelling, channels to engage your target demographic, it is also important not to lose sight of a campaign’s goals. You can’t be afraid to be distinct and unique in your campaign strategy, but once you have attracted your customers, you have to make sure to lead them towards actionable results such as an email sign-up, a free trial, or a purchase.


Cohesive Coordination of Your Online and Offline Marketing Efforts

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To execute a campaign with positive results you must take advantage of both online and offline marketing efforts. While you might view online and offline marketing as separate entities, customers will see both as part of your brand. By creating a single campaign that combines all your marketing efforts, you are also increasing your visibility to your target customers, providing them with multiple ways to engage with your brand.

When having your offline and online channels complement one another in campaign strategy, you must ensure that your dual marketing effort does not overlap and repeat the same messaging. Instead, you want each channel to add a new layer to your overall marketing presence in order to lead your target audience to a conversion.


Campaigning Across All Marketing Channelsmultichannel_marketing

Your target audience does not engage with your business solely on one of your digital marketing channels. Your ideal customers are at all different points of the conversion funnel, and that determines where they are engaging with your business.

Only building a campaign strategy on one platform is essentially ignoring other potential customers who are active with your online presence elsewhere. By having a strong brand footprint in a campaign that spans across all of your online marketing efforts, you can reach more of your target audience at different points of the funnel.

Key Concepts for Effective Business Analysis & Consulting

As an established brick-and-mortar business looking to engage in digital marketing, you need to grow your digital presence across all online channels by researching your target audience, identifying digital and industry trends, and measuring and improving your online visibility over time.


Researching Your Target AudienceMarket Research

Finding out exactly who your customers are and structuring your digital presence to address their needs is one of the cornerstones of successful online marketing. Your business needs to go beyond just guessing a target demographic, and instead take the time to analyze who your customers are and what they do online. By researching things such as social media activity, level of familiarity with using the internet, age, gender, education, and online platforms used, your business can lay out a comprehensive plan that includes content strategy, website architecture, social media integration, and email campaign outreach. An extensive audience analysis will take time and effort, but once you start to implement the findings in your digital strategy, it will prove beneficial.


Identifying Potential Sources for Digital Expansion

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Evaluating your current online presence and the digital marketing trends specific to your industry is the first step towards creating a more effective digital marketing campaign. By performing a competitive analysis of digital marketing tactics that have been successful in the past, you can gauge what direction to go in your own online efforts.

However, it is best to remember that your industry’s best practices should only be used as a reference point, and you should try to market to your customers with appealing and innovative campaigns that set you apart from your competitor.


Setting up a Business for Online Success Takes Time

success-time-worth-doing-adviceWhen looking to expand existing marketing efforts to include digital marketing, it is important to remember that immediate business results are uncommon and that it usually takes months before your business will see noticeable improvement. Before creating or revamping your online presence, you have to analyze the existing resources and assets your business can leverage as branding material to attract customers.

Doing a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your business’ current marketing efforts can determine which types of online marketing channels you should focus your marketing budget on and where you can cut costs by eliminating ineffective tactics. Carefully planning and analyzing your digital growth over time and executing a digital marketing campaign takes patience and perseverance, but can be a massive addition to your brand influence when done correctly.


Tracking Business Growth and Industry Changes

Business GrowthA marketing campaign requires constant updates and analysis to remain effective for your online presence. Like the evolution of your industry over time, digital marketing is always changing and your business’ digital marketing strategies need to change as well in order to effectively engage customers. Without consistent revisions to your online marketing efforts, your campaigns will begin to lose effectiveness over time, and you will begin to generate less ROI from your marketing budget.

Outdated online marketing tactics look spammy to your customers, and can cause them to switch to a competitor whose marketing campaigns are more reflective of current digital marketing trends. By staying on top of your online marketing efforts and making appropriate changes, your business’ digital presence should grow over time and continuously generate conversions.

Advantages to Hiring Pazaz Media Group for Your Marketing Needs

Digital marketing can be a pain, and hiring Pazaz Media Group to handle all of your marketing needs can take a huge burden off of you and your staff. Each member of your team has a full plate already, and when you add extra marketing initiatives to the mix, something is going to fall through the cracks (—hint, probably the marketing initiatives!). Or, worse, you could waste thousands of dollars with either poor marketing tactics or missing something that could be bringing in big revenue. So what are the benefits from partnering with Pazaz Media Group:

1. You get help with marketing strategy elements you didn’t think were relevant. Some pieces of your company’s marketing plan—like the all-important content marketing or social media marketing—get put on the back burner when you or your staff are short on time. When you partner with Pazaz Media Group, these pieces are executed by people who specialize in them.

2. Professional agencies have all of the tools you need. Pazaz Media Group already owns the tools to make the most out of marketing budgets, which means you don’t have to buy them.  Pazaz only charges what they need to use the tools on your behalf—i.e. the cost of creating a new account for you—instead of the full amount of the tool.  Our clients also get the added advantages of marketing automation tools without paying extra because the fees are included in their monthly retainer prices. (This alone can easily save you hundreds or even thousands of dollars.)

3. You get more value out of all of the marketing tools. Marketing professionals know so many ways to make the most out of automation tools. Even if you paid extra to purchase each of the tools yourself, the average client wouldn’t know how to get the same value as when a marketing agency handles automation for them. The price of a retainer includes the bonus years of expertise and that is pretty priceless.

4. You have the option to update your web design to improve success. Every serious marketing agency has a web developer that can handle any back-end coding needed to track your digital marketing success. This developer takes over any hassle from you, implementing new initiatives, redesigning pages for optimum exposure, creating and optimizing landing pages, and giving you back your time and mental energy so you can focus your efforts elsewhere (like on running your business and closing sales). When a web developer handles these elements, they take much less time to complete, and they produce a higher return on investment that looks really professional.

5. You save money. Outsourcing your marketing efforts will always cost less than paying for a full-time, in-house marketing manager. This hypothetical individual will almost always lack a lot of the skill-set that a team of professionals in a marketing agency has, forcing you to have to outsource those elements anyway and pay double for the same amount of work an agency could have done.

When you partner with Pazaz Media Group, all elements of your business plan and marketing strategy get expertly implemented. You get access to all the expertise you need, proven methods and processes, and dramatically lowered costs. Win-win-win.

Are you in the market for marketing assistance? Contact us to set up a free, 30-minute consultation to see if our proven, proprietary blend of digital marketing tactics can help you double your qualified leads.

Five Reasons Old School Business Cards Still Matter

Everything we do in business today is digital — sending mail, signing contracts, attending meetings, even networking. The business card is one thing that digital will not fully replace anytime soon.

Here are five reasons why the old school business card is still important — and why you should have a pocket full of them at all times.

1. Swapping contact information digitally is impersonal.

Networking is about making genuine connections. Sending contact information via text or email on the spot is convenient but it is also extremely impersonal. Engaging in eye contact and actual conversation is how real relationships begin.

Two individuals with their heads buried in their phones typing away won’t create any kind of significant memory of the encounter. You can easily transfer the information from a business card to your mobile device after the conversation.

2. They are the most effective direct marketing tools.

Email marketing, search engine optimization and paid media all do a great job of attracting leads and prospects, but they still aren’t as effective as an in-person meeting sealed with a handshake along with a business card exchange.

You can encounter a potential lead or contact at any time — tradeshows, industry conferences, happy hour, airport lounges — and arming yourself with business cards at all times will ensure that you never miss an opportunity to make a valuable business connection. Keep some in your pockets, wallet, money clip or laptop bag so the next time you encounter a prospect you are prepared.

3. A business card is the first impression of your brand.

When you meet someone that could potentially be a great prospect or connection, don’t you want him or her to walk away with a great first impression? A memorable business card does a lot more than just pass on an email address or phone number.

When I make a connection via my business card, I don’t want my brand associated with the word cheap. A retail store trying to make a great first impression wouldn’t create a storefront sign with a piece of cardboard and a Sharpie. I have that same mentality when it comes to my business cards.

My goal is to make a memorable first impression — I create my business cards to have an extra impact. They make a great first impression and they also act as a great icebreaker. I have never once had a conversation end after handing over my business card. A unique business card will actually fuel the conversation even further.

Yes, they cost more — but think of how many unnecessary expenses you can cut to allocate funds for great business cards. Hold off on the ping pong table and espresso machine for the office and get some business cards that will make a great first impression.

4. Creative business cards get shared — continuing to market for you.

A business card is a physical object that a potential prospect leaves the encounter with. Your brand stays with them.

If you meet a prospect and exchange email addresses and phone numbers you each walk away with another contact on your mobile phone — it ends there. If you hand over a creative business card that makes a great impression that person is likely to show it to other people — putting you and your brand in front of additional prospects.

5. Business cards show you are prepared.

Have you ever had someone write his or her contact information on a cocktail napkin and hand it over to you? How about someone that had a mobile phone with a dead battery? It isn’t the most professional approach.

If you met two individuals and one was scrambling to find a pen and something to write on and the other person simply pulled out a business card, who would you want to do business with? Showing that you are prepared at all times is a great indicator that you are professional.

Fear not. Conversations will still end with, “Let me give you my business card,” at least for a little longer.