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Top 5 Logo Design Rules

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The design industry is changing at a rapid pace, which means logos will date fast. If your company has not updated its logo in a few years or since it was established, it is time to consider an update. Check out our last blog for a full guide on how to determine if it is time for a logo redesign.

If you are getting ready to redesign or refresh your logo, you should now the most important rules to follow to ensure your logo appeals to your target audience and doesn’t date fast.

Design Rules To Follow When Updating Your Logo

Here are our top rules to follow as you redesign your logo.

Keep It Simple and Look At Long Term
Your company already has an established look and reputation. You should show confidence in who your company is and what it offers. Do not add too many elements because this can make it difficult to decipher, especially on digital platforms where the majority of your company’s assets will be viewed.

Make An Impact
Your logo should be memorable. Do not settle for something that won’t stand out. Your logo is not worth much if people cannot remember it.

Color Palette
Colors can create psychological connection and provoke emotions in your customers. Look at your company’s current colors. Evaluate whether they project the image you desire. Also consider combinations of two colors that compliment each other. Do competitor research to help evaluate whether they’re working with the brand image your looking to project

The typefaces in your logo should make it easy for customers to read your company’s message. If the typeface makes text difficult to read, it can deflect possible consumers and contradict the goal for the rebranding.

Pick The Right Format
There are four primary formats utilized by designers when creating a logo.

Wordmark/wordform logos are a specific design utilized with the written name of a brand or product. Examples of these type of logos are eBay, Google, and Jeep.

Letterform logos are comprised of a couple of letters. The letters do not form a word, but are representative of the company. Popular logos that utilize this style include ABC, NASA, and IBM.

Pictorial logos are illustrated with symbols that have recognizable items. They are icons that can be recognized as part of a brand on its own. Companies that utilize this type of logo include Apple, Twitter, and Target.

Abstract logos are a form of pictorial logos that tend to not be recognizable. They are designed to provide a symbolic meaning relating to your brand. Examples of this format include BP, Pepsi, and Adidas.

Things To Avoid For Design
While designing your new logo, there are certain things you can do to ensure it doesn’t have to happen for a while.

The top thing to avoid is making your logo too trendy. Logos date fast due to the rapidly changing design world. If you are too trendy, you will most likely have to change it in the next few years.

Do not make it too different from the original logo. Even though you are aiming for a new logo, it should still connect to the past logo in some way. The less drastic of a change the easier it will be to avoid confusion among your existing customers.

Do not try to add an element just for the sake of adding it. The more you add to your logo, the messier it will look. Logos should be simple, don’t make it more complicated.

Once your new logo is done, do not compare it to the old version. The new logo should reflect your company’s current message. If you try to critique and edit the new logo based on the old design, you will most likely revert the efforts you just made.

If you need help starting the redesign process, contact the experts at TOTAL Advertising. Our branding specialists can help you define your company’s personality and promise in a logo. Contact us today to get started on your next logo.

Does Your Logo Still Work For Your Company?

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A logo is a simple symbol or design adopted by a company to identify its products and/or services while leaving a lasting impression. As industries evolve, the initial values and mission of your company when choosing the initial logo have changed. To keep everything consistent, it is important to consider either a logo redesign or refresh.

A redesign is a dramatic change in your company’s logo, and rebooting it. If you decide to pursue a logo redesign, your company is looking to portray a new message and change the creative branding assets including colors and font.

A refresh consists of small changes to your company’s logo. The majority of changes are small tweaks that are necessary for a modern look/design or to stay consistent with your evolved message.

Is It Time To Update Your Logo?

A logo redesign can be a big task. It is something your company must be committed to inorder to produce the best results. If you are uncertain if a redesign is the right choice for you, there are a few things to consider.

Has your business expanded/changed?- This includes a new product line, more employees, or purchasing new offices. If your company is considering an expansion, it may be time to consider updating your logo.

Are you speaking to a new audience? – Refreshing your brand is an important aspect to expanding into a new market. When the logo is updated, it will become more modern and allow you to connect with a newer/younger audience while maintaining your established loyal customer-base.

Have your brand’s values/mission changed? – A logo should always reflect the values and mission of your company. Over time, your company’s values and mission are bound to change to reflect the evolution of your company’s personality during its operation. To reflect these changes, your logo should be updated. If it is not changed, audiences will see a discrepancy/mismatch between what your company offers and the image being projected.

Is your logo dated? – Design elements change over time. It is important to ensure your logo reflects these changes to continue to be in the same category/scope as your competition.

Things To Consider When You Start To Rebrand/Redesign

Once you have decided it is time to change your logo, it is important to evaluate what elements of your current one need to be changed. Some elements to consider in this evaluation include colors, style, letter capitalization, and the strength of correlation to your brand. It is also good to compare it to your competition. This will help you see what they are doing and what is needed to make your company stand out from the crowd. Also consider what elements of your current logo and your competitors’ logo are connecting with customers and how it resonates with the audience. What parts best inform them about your company?

This evaluation can be done via various research methods. The best methods to use include surveys and focus groups.

Following your evaluation, you may be more excited to make these logo changes. However, don’t rush into it. You want to make subtle changes while slowly updating it. This allows you to stay up-to-date with design trends.

Remember, your logo’s design for your audience’s eyes. It is important to remain consistent with your company’s values and mission.

After You Update Your Logo

Once you have finalized your company’s new logo it is time to release it. The best way to start is setting an announcement date where you will do a formal announcement highlighting the new design. Upon the formal announcement you should update any areas it currently is. These locations include your company’s website, social media platforms, email signatures, business stationary, and employee materials.

If you need help starting the redesign process, contact the experts at TOTAL Advertising. Our branding specialists can help you define your company’s personality and promise in a logo. Contact us today to get started on your next logo.

Google Search Doesn’t Work That Way Any More!

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Search engine optimization (SEO) is the process of optimizing a website to make it easy to find on search engines like Google. The industry has changed at a rapid rate over the years, making it difficult to know the best strategies to optimize your website, but some strategies that once made a difference no longer help. Learn our list of things that don’t matter when it comes to improving your search rankings.

Age of the Website

The age of your website and the reputation of the site will not affect where it ranks in SEO. The most important thing considered by Google is whether the content exposed meets the user’s hopes for the website when clicking on it. Google will reward any meaningful traffic, sales and signals that may show authority of the site, but it doesn’t affect where it ranks for SEO.

Google AdWords

Google AdWords can help boost traffic to your site, but this does not equal an increased SEO ranking. Good paid keyword campaigns have been shown to boost traffic to a website, however the engagement on the site may be low or have a high bounce rate. This can negatively impact your SEO ranking. The goal with any site visit, when it comes to SEO rankings, is to have users actively clicking on pages throughout the site. If the data shows otherwise, utilizing Google AdWords is counterproductive in your SEO strategy.

Keyword Stuffing Meta Descriptions

Don’t keyword stuff your meta descriptions. Keyword stuffing – an overload of keywords – never benefits a website and its search rankings. Keyword stuffing is when a brand “stuffs” a webpage with the same targeted term with the hope of increasing its ranking on search engines. However, keyword stuffing creates an awful user experience – especially in meta descriptions.

Meta descriptions tell search engines what topics can be found on your website. It is the snippets of text found during search results. Its intent is to offer snippets that educate and engage with visitors. The copy should make the site more compelling with the hopes of the user clicking the link provided. When executed correctly, the copy can be optimized and decrease bounce rate – which will only benefit your site and its SEO rankings.

Image Alt Text Keywords

Keywords in our image’s alt text won’t directly affect rankings. An image’s alt text is copy written within the code of an image on a webpage. In most cases, an image’s alt text is a redundant aspect. The biggest issue with this keyword usage can negatively impact user experience. If the image doesn’t load properly for a user, due to slow internet or browser issues, the alt text will display. Depending on the number of keywords used in the image’s alt text, the user’s experience may be affected and cause them to click off the site sooner due to “glitches”. The best way to optimize your image is by adding the best keywords to the image’s title text. This will also result in better image SEO rankings.

Likes, Shares, and ReTweets

Google does not care where a website is shared or how it is promoted to potential visitors. Google only evaluates the actual website and how it shares information about user experience – either positive or negative. Your post could be shared with 10 people on Twitter or 500 people on Facebook, but it doesn’t matter. It only matters if those individuals visit your websites and are active within it.

There are numerous factors that can increase your website’s SEO ranking on Google. It is best to focus your time utilizing other SEO strategies that will produce results. To get the best results, contact us to help. Let the pros at TOTAL Advertising craft a plan that will have your website heading for the top of any relevant search.

Is Video Marketing on Social Media Worth It?

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Values Of Video Marketing
Videos are a wonderful way to grab the attention of your audience and make it easy to be concise and capture a viewer’s interest in seconds.
Videos have also been proven to drive conversions. They allow marketers to create campaigns that spark conversation and connect various individuals.

But where should you broadcast your company’s video?

Social media is one of the best choices. Video posts perform the best on social media than any other option. This is because it holds viewers’ attention longer. What is the best platform to post your new video on?

We have outlined our top choices.

About 87% of video marketers use YouTube as a media channel to broadcast to the site’s 2 billion users. Currently, over 1 billion hours of video are viewed on YouTube each day with the number continuing to rise as more content is added.

YouTube is the largest video-sharing platform and the best place to reach an audience of various ages. YouTube is currently the most popular site overall, next to Google. Any video your company posts is easy to search on Google and other search engines; which builds the organic search numbers. You can also create a targeted paid ad/search campaign to broadcast the video to a specific audience.

Around 80% of businesses prefer using Facebook videos to market their product and/or service.

Facebook provides brands an opportunity to target their video advertisements to any individuals they believe are potential customers. This site is also the most used platform for digital marketers. This is due to its massive user database and over 75 million Facebook users visiting the site’s video platform every day.

To achieve the best number of views, consider making a video that is fun, emotive, and shareable that works well with and without sound.

About 75% of users on Instagram follow the directed action in the video they watch from a brand on the platform, and 72% of these individuals will make a purchase. Instagram is one of the best platforms to use when looking to reach a new audience.

If your business chooses to advertise on Instagram, videos are the best choice for content because 65% of impressions from these posts come from videos. We recommend posting thoughtful and inspiring videos on this medium to get optimal responses/views.

As Instagram starts introducing new video formats to post in, this social media platform is great for your video advertisements and test out new ways to engage with your customers.

Posts with video content get 10x more engagement than posts without videos.
Many marketers utilize Twitter in their video strategies due to its success. About 84% of marketers using the platform will experience success from their efforts.

Twitter is a platform with entertaining content that moves quickly. To make your posts memorable, use a video. Another way to utilize video content on this platform is by turning it into memes and GIFs relating to your audience’s interests.

Video campaigns on LinkedIn tend to experience view rates of about 80% and are 20x more likely to be shared compared to other posts formats.

LinkedIn is the best platform for professional networking and content for business-to-business promotions. About 51% of marketers use LinkedIn for video marketing, and 84% of them experience success. To boost your video views, utilize the paid and targeted campaign options available on the platform.

As video keeps growing in popularity, and consumers are responding well to it. When video and social media are paired together, it will be easier for your company to build stronger connections and drive organic traffic.

To help you choose the best place to post your marketing video, reach out to our team of professional media strategists at TOTAL Advertising.

TOTAL Advertising is a digital marketing agency devoted to working with our clients and helping their businesses grow their success. No matter your goals we can tailor our unique expertise and knowledge to fit your needs.

Make the Most of Paid Media During a Recession

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According to IAB’s Coronavirus Ad Spend Impact report, 70% of media buyers have changed their spending habits, with nearly a quarter pausing paid advertising altogether.

Buyers who have continued to spend and remain flexible are buying up high-quality audiences, creative capacity, and ad inventory. They’re navigating the circumstances their business faces because of the pandemic and making the most of it.

Currently, we are facing recessionary impacts with predications lasting through the majority of 2021. This means that ad inventory has gone up, while bidding and spending have gone down. Google and Facebook aren’t necessarily giving ad space away as supply and demand shifts, but CPMs have dropped as companies have paused or pulled back on spending.

Areas Most Affected
A lower demand shift creates an exciting dynamic where it becomes easier for your brand to stand out and take on new opportunities that weren’t previously there in a saturated market. The two channels most affected are social media and paid search because the ads are easiest to turn on and off or pause as needed. That’s where a lot of avenues for paid opportunity have opened. Other channels, such as podcasts, video and search have stayed linear through most of the pandemic and brands can expect to pay similar rates.

What Should Your Company Do?
So, when you think about reinvesting in paid media, there is a strong case for social media and display. Those are the channels that not only offer you the greatest deals right now but also offer you the most flexibility. And flexibility is crucial as we continue to navigate uncertainties within advertising.

TOTAL Advertising has the expertise you need to finesse your paid media strategy. Contact us today and put us to work for you!

2021 Marketing Trends & What You Can Expect

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A recent article from Adweek discussed the top 2021 marketing trends to expect. We’re going to break down some of them and discuss why they’re essential.

1. Continued Covid Recovery

2020 brought forward innovative, contactless options for consumers, such as curbside pickup and delivery. As the economy begins to recover, the question businesses have on their minds is which new customer behaviors and expectations are here to stay and which ones will fall away?

Josh Cole, CMO of Sky Zone, an active environment for adults and kids with gravity-defying aerial attractions, answers, “Currently, we have clues to act on. Case in point: how many restaurant brands, from Chipotle to Red Lobster, believe the elevated usage of home delivery will persist and are thus investing in operations such as ghost kitchens, which offer pickup and delivery only. Post-pandemic, business leaders must be clear-eyed in evaluating their earlier forecasts and deciding whether to continue with related priorities or adapt to unexpected realities.”

With the second wave of Covid currently hitting the country, making decisions that continue to involve proactive and preventive measures remains at the forefront. Developing new ways to connect to your audience and customer base can seem overwhelming; however, a great digital media strategy is the key.

2. Increased brand collaborations

Collaborations between brands and celebrities/influencers have been popular since the historic Michael Jordan and Nike deal in the 1980s. But more recently, brands have been partnering up with each other to form successful campaigns. Starbucks and Spotify, Gucci and The North Face, and Dior and Nike are just a few partnerships formed this year.

In fact, Starbucks and Spotify gained a lot from their collaboration. Spotify’s streaming service was integrated with the beverage brand’s popular mobile loyalty program, My Starbucks Rewards, which includes 10 million users. It enabled customers to curate playlists for Starbucks stores. Starbucks got access to Spotify’s audience base. At the same time, Spotify was able to grow its subscriber base with reward point incentives through Starbucks.

Having an unexpected partnership between brands captures the media’s attention, generates social buzz, and allows for a cross-audience marketing reach. The best part? Brand collaborations work well even under tightened budgets. This 2021 marketing trend is bound to be a fun avenue for brands to explore!

3. Cookie-less advertising

Typically, a New Year’s resolution to cut down on the sweets is a good thing, but in the case of advertising, it has thrown the industry for a loop.

In January 2020, Google published a blog post announcing that Chrome, the industry-leading browser, would be phasing out support for third-party cookies. The initiative, known as Privacy Sandbox, is set to make the web more private and secure for users while also supporting and permit advertisers to track and measure their audience.

While many questions remain on how digital advertising campaigns will be affected, marketers are improving access to valuable first-party data. First-party data is information collected directly from your audience or customers and includes:

• Completed surveys
• Customer feedback
• Data from behaviors, actions, or interests demonstrated across your website or app
• Data you have in your Customer Relationship Management (CRM)
• Social data
• Subscription data

The move away from third-party cookies allows better transparency in the industry. It ensures the consumer remains the core focus. Getting a jump start on utilizing first-party data is a plan that should be adopted sooner rather than later.

4. Increased social media marketing

Customer acquisition has become a top goal among brands, especially within the realm of social media. Transactions alone aren’t creating strong brand connections or long-term revenue growth.

Jason Thomas, head of global research at The Carlyle Group, predicts that “… it is likely that the most salient disparities in two years will be between companies within the same industry, as some management teams focus on reinventing their businesses while others endeavor to return to January 2020 levels with only minor adjustments.”

The world of eCommerce has completely reimagined the online customer experience with social media at the center. Social media’s original purpose is to provide a fun way to connect and discover new people, places, and brands. These elements are severely lacking within in-person experiences and events, so consumers turn to social media to fill that void.

Forrester, a market research company, predicts that spend on loyalty and retention will increase by 30% in 2021. This statistic provides insight into an opportunity to create social strategies that will unify the customer experience.

TOTAL Advertising is a digital marketing agency devoted to working with our clients and helping their businesses grow their success. No matter your goals for 2021 and beyond, we can tailor or unique expertise and knowledge to fit your needs. Check out the video below to see a glimpse of what we’ve done for companies just like yours. Then, contact us to get your company marketing and advertising that will deliver real results.

6 Ways Your Website Design Enhances Your Brand’s Value

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Enhance Your Website Design

According to, 75% of consumers admit to making judgments on a company’s credibility based on its website design. What does that mean? The reputation of your company is linked to the aesthetic quality of your website. In the eyes of the consumer, a website is a window into the way a company operates. If your website design is clunky, slow to load, or not well-organized, your brand’s overall value appears low, which is the opposite of what you want.

But having a good-looking website design is more than just a surface-level goal — it seriously impacts your business’s performance in many ways. Check out the six ways website design enhances the value of your brand.

1. It supports your search engine optimization (SEO) strategy.
How you publish content on your website is dictated by web design elements and practices. Good design boosts your SEO ranking. Your website’s crawlability is crucial for a good SEO ranking on top of people finding and accessing your website. Bad web design choices unintentionally make it difficult for crawlers to index your site, which in turn damage your SEO rankings.

You didn’t put all that time and effort into your website content to not be found by consumers and indexed by search engine crawlers. The best way to ensure web design best practices are implemented is to partner up with a web design agency that knows what they’re doing.

2. It sets the first impression.
As we mentioned above, websites are by how they look in a split second and leave a lasting impression, whether good or bad. Your website’s first goal is to grab people’s attention and keep it long enough to make a positive impression.

If your website looks outdated, chances are customers will associate that with your entire business model, when that may not be the case. Potential leads will be lost, sending those customers directly to your competitor’s page instead.

A visually impressive website impacts how audiences perceive your brand and can get them to further interact with your website. Excellent web design helps keep your leads on your page.

3. It sets your customer service impression.
In a customer’s eyes, your website is the prerequisite on how customer service will be given. If your website appears bright, inviting, and modern, your audience will feel welcome on your page. It sets the impression that your company is open to new people visiting your site.

However, if your site is outdated, it could be giving off a cold or standoffish presentation. And people do not want to spend much time on an unappealing site. Putting in the necessary effort to have a nice-looking website lets the customer know that you value them enough to make a first good impression.

Website design is the digital face of your business. It’s there to be a friendly face to customers and to greet them in a welcoming manner.

4. It builds trust
A poorly designed, outdated website is often regarded as being untrustworthy. This can also create doubt, uncertainty, and an overall feeling of unease, which is probably the exact opposite of what you want your website to do.

A professional site does this. It’s essential to build trust with your audience so that they remain on your site longer, creating more opportunities for your business to capture those leads.

5. Your competitors are doing it.
Take a look at your competitor’s websites. Knowing that your competitors have a great site is a huge reason to update yours. If you want to remain a competitor to their business, updating your website is a significant step toward taking the lead.

Websites are a great way to showcase the unique selling points of your business and to stand out. You’ll attract more leads. A website gives a competitive edge to set your business apart from all the rest.

6. It creates consistency
Allowing your audience to familiarize themselves with your brand is vital in converting them. Web design is crucial because it helps create consistency across your pages. Having the same fonts, styles, and layouts provides a cohesive, polished, and professional look.

If your site has a different look to each page, your site will appear disconnected, unprofessional, and messy. It will also be more of a challenge to build brand recognition because your audience will not know how to associate with your brand. For example, what is the first thing that pops into your mind when you think about Target? You most likely thought about their bold red brand color, or perhaps their recognizable bullseye logo. These associations can only happen when you first and foremost establish and create consistency throughout your website.

So, what are the elements that go into a high-quality website? Below are key elements you’ll want to incorporate into your web design.

Solid navigation – Having information that’s easily accessible to visitors is vital. Your audience wants to be directed to the information they’re looking for. An organized navigation is the foundation.
Responsive design – Most people use their smartphones and tablets to access websites. A website that accommodates and supports all device types is imperative.
Brand guide – This guide establishes a consistent brand image on your website. It is the basis for how you want your website to look. Color, format, and typography are some examples of what goes into a style guide.
Purposeful visuals – Having the appropriate amount of visual aids, such as photos and videos, are great for adding variety to your website.
Superior copy – Obtaining information is the main reason why people are drawn to your website. They want their questions answered! The content of your site matters just as much as the overall design.
Call-to-action buttons – A well-designed CTA button will get your audience to proceed to the next step in the customer journey, which is the overall goal.
Page speed – How quickly your page loads determines whether or not a customer will stay on your page or lose interest and leave.

TOTAL Advertising will help you create the website of your dreams.

If you want a beautiful website that drives your business’s best results, investing in a website will have a huge payoff. At TOTAL, we have over 20 years of experience designing websites.

We’re a full-service digital marketing company that specializes in customized website design. Our team of experts will bring their knowledge and skill to your marketing goals. We know the importance of web design and can help you create one you love.

Check out our extensive portfolio of website designs that attest to the awesome work we do.

If you’re ready to start building your dream website, contact us to speak with our strategist.

We look forward to helping your business grow!

Utilizing Digital Marketing in 2021 for Your Small Business

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Utilizing Digital Marketing in 2021 for Your Small Business

Digital technology has significantly changed the climate for how businesses operate today, not only for larger enterprises but also for smaller companies. Using digital marketing methods to create brand awareness, drive customers/leads all with a seamless digital journey is a powerful way to strengthen your business.

To reinforce just how much digital marketing impacts people’s lifestyle, check out these staggering statistics:

• In 2019, approximately 3.5 billion people used a social media platform
• Search Engines such as Google, Bing, and Yahoo drive 93% of all website traffic
• 82% of people use their phones to research a product or service before a purchase
• 50% of consumers favor a particular brand if their name appears more than once during their search

These statistics showcase the ever-increasing impact of digital marketing. But what exactly is digital marketing? Digital marketing refers to the method of utilizing digital technologies such as mobile phones, computers, social media, and other digital platforms to promote products and services. Some methods include:

• Affiliate Marketing
• Content Marketing
• Email Marketing
• Inbound Marketing
• Pay-Per-Click (PPC)
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO)
• Social Media Marketing
• User Experience (UX)

Each method is measurable, allowing businesses to evaluate their company’s performance and develop further brand awareness to make the most informed business decisions. Depending on which type of business you run—B2C or B2B—you will need to differentiate your digital marketing strategies to fit your business’s purpose.

In what ways does digital marketing impact the way businesses operate? There are many ways, but the below sum them up:

1. Customer Communication – Digital platforms, such as Facebook, Instagram, and LinkedIn, have enabled instant communication between brands and audiences. This form of communication helps you to connect to local, national, and global audiences.

2. Content Distribution – Brands are able to share a variety of content, including blogs, emails, social media posts, newsletters, videos, etc. Spreading messages is much more accessible through digital means.

3. Customer Information – With tools such as Google Analytics, companies can track data of their customers. This data allows your business to learn more about your audiences’ habits, likes, and preferences. With that information, you can make more sound business decisions.

4. Brand Transparency – Customers want to know who the brands are that they’re supporting and considering. They want to know what the brand’s values are and how they’ve helped other people. Brand transparency happens by clearly sharing your business’s unique story and personality. Being upfront with your customers about who your company is and why you care about will organically build brand loyalty.

5. Encourage Innovation – With increased competition in all markets, having an innovative approach helps your brand stand out. Digital marketing offers that opportunity to reach customers uniquely and innovatively.

Now that we’ve established what digital marketing is, why it’s essential, and how it impacts businesses, let’s explore the top reasons you need it.

Reason #1 – It’s Cost-Effective
Digital marketing is cost-effective. It does not require large investment dollars to see results. Small businesses can find digital channels that work for them and do not require large amounts of spending. You can also measure your digital campaigns’ ROI, which will help you to re-work strategies as needed and put your resources toward the right projects.

Reason #2 – It Increases Revenue
Successful digital marketing provides more conversions. And because it results in higher conversion rates, revenue also increases. Did you know that companies who use social media generate 78% more business than companies who do not utilize it? Digital marketing builds consumer trust, which aids in long-term revenue.

Reason #3 – It Targets the Right Audience
Digital marketing is the highest form of personalized marketing. Tools like Google Analytics and Google Search Console help you understand your audience, such as what is most important to them, what they’re looking for, and what kind of solutions they seek. You are able to zero in on the exact audiences that fit your business’s mission and values.

Reason #4 – It Increases Brand Reputation
One key goal of a business is to attract more customers. As you build your online presence, more people will gradually recognize your brand and what you offer. The more you interact with people, the more authentic engagement you create, which leads to trust, the ultimate goal of obtaining loyal customers.


While traditional media is still a viable marketing source, digital marketing has the edge to attract a larger audience with a more cost-effective approach. Utilizing the potential digital marketing offers to get ahead is a holistic way to take your business to the next level.

TOTAL Advertising is the leading agency for web design, development, and digital media. We help small businesses increase sales, visibility, and engagement through their unique marriage of skills and experience with comprehensive creative solutions. So, what are you waiting for? Start your digital marketing journey today!

Contact us!

Video Marketing and What it Means for Your Business

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Video is an effective marketing strategy. It builds stronger relationships with customers, generates leads, and strengthens your brand’s content while adding variety. Plus, it’s easy to share on many platforms from YouTube to Facebook, LinkedIn, your website, and even email.

If you’re still not convinced that video is the key to a dynamic marketing strategy, keep reading for statistic insights and different ways to employ video.

Videos and Statistics
This year, Wyzowl and techjury released statistics on video consumption trends and how it has impacted businesses. Check out some of them below:

On average, people spend 6 hours and 48 minutes per week watching videos online.
500 million people watch videos on Facebook each day.
54% of consumers wish to see more video content from brands.
87% of businesses implemented a video content strategy in 2019.
95% of video marketers say video has increased their customers’ understanding of their brand.
87% of video marketers attribute video to an increase in website traffic.
96% of people have watched an explainer video to learn more about a service or product.
8 out of 10 people have purchased a service or product after watching a brand’s video.

The Versatility of Video

If those statistics haven’t convinced you alone, maybe the versatility of video will.

Your website is the first platform you should share your video. New and potential customers will get a unique look into your business and what sets you apart. Plus, it keeps them on your website longer. Having a video on your landing page can increase your conversion rate by 80%, according to WordStream.

Social media is the most common avenue for people and businesses to share their videos. It’s a place where people gather online to engage with peers and brands. They’re easy to share and can reach a wider audience well after publication!

Blogs are a great place to feature videos. Adding them makes your post more dynamic and engaging. Having a video complement a particular topic reinforces the point you’re discussing. Plus, blog posts that contain videos generate more inbound links and increased viewership than those without.

Emails/newsletters are a great way to capitalize on your current audience. Sharing a video in this format increases your audience’s chance of further engaging with your business and its products or services.

Types of Video

Not only can you integrate videos in a number of ways, but you can also provide a range of video topics. Here’s a list of some of the videos your business can market:

Corporate Overview Video: This video showcases your business and raises awareness about your brand. It helps build trust and loyalty by sharing your company’s mission, vision, and overall culture.

Interview: These videos are a win-win for brands. The interviewee gets exposure, and you get a video with unique insights from an expert in your business field.

Product/Service Explainer Video: Show customers exactly how your products or services work. Walk them through each step. These videos often encourage them to try it out for themselves!

Recruitment Video: This is a great way to introduce your brand and the workplace culture and environment to prospective employees. Share them anywhere you have job listings posted such as LinkedIn, Indeed, your website, and social media!

Testimonial/Case Study: This is an authentic way to share how your service or good has improved or impacted someone’s life with their own words.

Traditional Video: These videos include everything from TV commercials, infomercials, in-person presentations, display, trade shows, and over-the-top TV (like Roku, Netflix, Amazon Prime, and Hulu).

Webinar: Webinars are great for educating and answering commonly asked questions. Use these videos to showcase that you’re an expert and authority in your field.


Video growing in popularity not only with consumers but with businesses as well. The potential for your business to reach new customers, build stronger connections, and drive organic traffic is maximized with video.

To get a feel for one of these videos in action, check out our brand-new services explainer video.

We also invite you to explore the videos we’ve produced for our clients, and let our work speak for itself!

Why You Should Be Taking Advantage of SMS Marketing

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Last month, the Federal Communications Commission made a declaratory ruling that peer-to-peer texting systems (P2P) were not considered automatic telephone dialing systems (ATDS) and that they could be used when engaging consumers. Peer-to-peer texting is a form of Short Message Service (SMS) where someone drafts and sends messages to large groups of people. Most companies use P2P texting to collect real-time data with current customers who have enabled or given permission to receive the messages. The ruling determined that if a human drafts the message, then it is not performed by an automated telephone dialing system. Therefore, it does not breach the protections put in place by the Telephone Consumer Protection Act of 1991 (TCPA).

You can check out their ruling here.

What does this mean for the world of marketing? It ensures that companies pursuing and implementing Short Message Service marketing with third parties are compliant and that they can continue to reach their mobile user audience.

In just a decade, SMS has grown into a popular method adopted by a wide range of companies to reach out to their customers. There are many benefits to implementing an SMS marketing strategy. Some include:

• Increasing foot traffic
• Increasing sales and customer base
• The ability to instantly reward loyal customers
• Communicating quickly with customers
• Establishing a stronger personal connection with customers
• And much more

According to SlickText, an SMS marketing platform, SMS has a 98% open rate, with 95% of text messages read within the first five minutes. Those numbers are astronomical compared to email, which only receives an open rate of 21% on average across industries. SlickText also uncovered that 70% of Americans want to receive offers from their favorite companies and brands to their phone, with 22% forwarding messages to friends and family.

Those are substantial numbers that prove text messaging and mobile usage aren’t going to slow down anytime soon. In fact, reports have projected that by 2025, 6 billion people will send and receive SMS messages. That will be roughly 74% of the population at that time! For now, in 2020, 85% of people say they prefer to receive text messages over a phone call or email. And with the average person checking their phone around 85 times per day, creating an SMS marketing campaign will ensure your customers will never miss out on an update or offer from your company, and in turn, you’ll watch your return on investment grow.

Contact us today and let’s get to work on building you the most optimal SMS strategy for your organization.

We’ve also uncovered 8 surefire signs that your business needs a new website. Discover what they are here.