BMGcreative HOSTS ROUND TABLE AND GOOGLE PARTNERS WEBCAST ON SMALL BUSINESS SATURDAY

FORT LAUDERDALE, FL – BMGcreative will recognize small business owners with an all day free round table discussion, consultation and Google Partners Connect webcast from 10 a.m. to 5 p.m. on Small Business Saturday, November 29, at their offices located at 5601 Powerline Road, Suite 205, Fort Lauderdale.

Small Business Saturday was designed by American Express to encourage consumers during the holiday season to support local businesses that create jobs, boost the economy and preserve neighborhoods. Now in its fifth year, Small Business Saturday falls between Black Friday and Cyber Monday and encourages consumers to support small businesses during one of the heaviest shopping periods of the year. According to a Senate Resolution, Shopping at independent, locally-owned businesses puts 52 cents of every dollar spent back into the local community.

Ranked one of South Florida’s top 25 web design and marketing companies and top 20 advertising agencies by South Florida Business Journal, BMGcreative recognizes the importance of small businesses. They will provide free consulting on business, marketing, social media, search engine marketing and strategy before and after the Google Partners Connect webcast.

“Because we understand running a small business is hard work, we will be available to answer your questions on any topic, to hear your concerns and help you develop your ideas,” said Grif Blackstone, president of BMGcreative, “Let’s talk over coffee and get things brewing for your business.”

Topics discussed during the Google Partners Connect event will include “Building Your Business with Google,” presented by Allan Thygesan, vice president of Global Small Business Sale for Google, and “Advertising Your Business Online,” presented by Fred Vallaeys, AdWords Evangelist.

As marketing professionals, BMGcreative provides web design, digital marketing, social media management, company branding and logo development as well as creation of collateral materials and printing services. Discover more about BMGcreative at BMGcreative.com or call 954-229-2256.

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budget-managementTrying to manage your own PPC account without adequate knowledge or time is quite similar to a puppy trying to chase his own tail. By the time the puppy thinks he is close to getting his teeth around that tail, he bumps into the wall and falls over. Similarly, you can tweak ads and perform keyword research until you think your PPC campaign is almost perfect only to find that you have missed the smallest detail that will decrease the effectiveness of your entire campaign.

Just as the puppy eventually learns that he cannot catch his own tail, you may eventually come to realize that you cannot manage your own PPC campaign effectively without the help of professionals or the correct knowledge. There are some good reasons to outsource the development, management and optimization of your campaign.

PPC Costs – What Should You Expect?

When determining your PPC budget, you need to consider what you will pay a professional agency to manage your campaign as well as what you will end up paying to the search engines. The total cost of any campaign depends on the following factors:

1. Structure and focus of your campaign. The more your advertisements, keywords and outbound links coordinate, the more the search engines will trust your site. Google will assign your site a quality score based on how well your chosen keywords seem to correspond to the ads you are featuring and the other websites to which you lead your visitors. If Google decides these elements do not match up, then your quality score will lower and your campaign will become more expensive.

2. Long term performance for your campaign. Your click through rate (CTR) can raise or lower your cost per click. If the majority of searchers do not click on your ad, then Google knows that your ads are not convincing or appealing for one reason or another. This makes your site less valuable to Google, and your costs can go up.

3. Your goals and intentions. What do you want to achieve with this campaign? The better position you crave for your site, the more you may end up paying for that position.

4. What your competitors are willing to pay. The PPC market fluctuates depending on the highest bids offered. If you target highly-competitive keywords, there will be other people willing to pay a lot of money for the top spots in the search engines. Their bid will drive up your cost. Those willing to pay more than you will receive a better position and will likely receive more clicks. You pay to play in this market.

You also have to consider your maximum PPC budget, your expected return of investment and other factors. Determining realistic expected PPC costs is a matter of tweaking all of these elements to find the most affordable approach without sacrificing results.

Should You Outsource?

If your PPC budget allows for the assistance of professionals and you do not have an in-house marketing team to make this their priority, it does make sense to outsource this work. BMG can help you establish a winning campaign with reasonable PPC cost while ensuring your campaign is properly managed over the long term.

Why continue chasing your own tail and waiting for that knock up against the wall? If you don’t have the time to monitor changes within the online marketing field, analyze your PPC accounts and run test campaigns for new angles, you need someone who does have the time.

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Your business website needs content, so you sit down and spend an afternoon or two writing. It may seem like content writing is that simple, but the process is actually far more complicated. If you are like many business owners, you are more likely to spend an afternoon staring at a blank computer screen than writing high-quality content that impresses your readers and hits the mark with the search engines simultaneously.

Before you even start writing content, you need to determine the following:

1. Your Objective: What do you want this content to do for your business? What do you want readers to do after visiting your website? Specifically, what do you want those readers to do after reading each individual page of your site?

2. Your Audience: Who is your ideal customer? Who can benefit from your business? Who is most likely to read your website and take the action identified in your objective?

3. Your Voice: Is your business voice casual and approachable? Or are you more prestigious, professional or distinguished? What words best describe your brand?

All of these things make a difference when it comes to content writing for your business. Your voice will influence your choice of words and viewpoint, among other things. Your objective will determine how much content and what type of content you present. Your audience will dictate how interactive your site is, the language you use, and what questions you answer for your site visitors.

If you know who you are talking to and what problems your business can solve for them, writing for your business website becomes much easier. Writing content is not about typing out random information to fill up your website. It is about identifying the specific information your target market needs to know before they will take the action you want them to take. You must then present that valuable information in an attractive manner.

In addition to providing high-value content that drives your human visitors to action, you need to ensure your website content is optimized for the search engines so that members of your target market can actually find your site. The best way to do this is to allow the professionals at BMGcreative to create content that reaches your target market and the search engines simultaneously.

You can’t master the art of writing content for your business in an afternoon. You definitely can’t keep up with the trends of SEO in one afternoon. What you can do in one afternoon is find a professional who already has the knowledge and experience needed to write professional content for your business website.

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