5 Things You Can Learn From Helix House

Barbara Spagnola - Monday, May 15, 2017

Learning comes from all kind of places. You can learn from your competitors even. So if you are a digital marketing firm that wishes to grow and reach to a wider audience, we suggest that you learn from Helix House, which is a well known online marketing firm and seems to be doing it right.

Even if you aren’t handling a digital marketing firm, there is a lot you can learn from this company that can be used to push the envelope and grow your customer base.

So without much ado, let’s have a look at five things Helix House can teach you.

  1. How to Respond to Negative Comments

It doesn’t matter how well you’re doing as a business, you will always have a few ungrateful clients. While some of them have a reason to be unhappy, a huge number of clients just enjoy leaving negative comments or trolling you.

This has become a big issue for most online businesses, especially with negative comments spreading like wildlife through social media platforms. However, if there's one company that has learnt the art of handling such comments then it is Helix House.

The company always replies in the light of the facts, without losing its calm. This is something that has helped it win followers.  The key lies in not losing your marbles and replying positively to even the most negative comments.

  1. How to Market Specials

Helix House often have discounts and other special offers for its clients. While it is not the only company to be offering such discounts, one look at how it markets specials and you’ll realize what you’re doing wrong.

The company targets the bull’s eye and hits people who would be interested in what it is offering at low rates. It reaches its audience with the help of PPC, social media and email marketing as well, the latter is said to have the best ROI among all.

  1. Simple Is Good

You will find the company’s website very simple with an easy layout, which may not sound like a good idea on paper but seems to be doing well for the business. The truth is that people like simple things. They do not have the time to scroll through pages and find what they are looking for. They prefer a quick job, and Helix House seems to be providing them just that.

4. Always Available

The company is always available to answer questions others have. It does so not only with the help of a detailed FAQ question, but also by being quick in replying to emails. Additionally, it is also available over phone to cater to its client’s needs.

5. One-Stop Solution

The company promotes itself as a one-stop solution making it easy for customers to find it. This is what you should do as well, given that you actually do provide people with all the solutions that they require.

How to Use Programmatic Advertising and Media Buying to Drive Targeted Traffic and Revenue

Barbara Spagnola - Monday, March 28, 2016

by Evan Weber

Hey there! Thanks for reading my latest post. Well, you may have heard about or read about what they call "programmatic advertising." But what is it really? And will it work for your company? Or is it just a new way of referring to display advertising. We all know that running traditional banner campaigns with ad networks and portals, like Yahoo for instance, doesn't work in general because the cost of the campaign always out paces the revenue that results. It's safe to say most companies aren't interested in running display/banner advertising campaigns targeted by category or run of network, because they just don't work well enough! Even if they are optimized over time to see what's working, there just isn't enough data to make the necessary optimizations to turn it into a winning ad buy. Many years past in digital advertising, until some really smart people decided to code/build advertising platforms that can utilize multiple data points on users in order to serve up targeted ads to them based on factors like: offline buying behavior, online buying behavior, having visited particular websites, and having purchased from a company in the past. When ad networks know these types of data points on exact users, they can categorize this data as well as create algorithms to target users that are very similar to your ideal user demographics. Which is why programmatic advertising does work, depending on a how you do it and what type of campaigns you run, but in general it works much better than traditional display advertising, so it's safe to say it's led to a major renaissance in digital media buying. So that's very exciting because it opens up a a whole new way to drive targeted traffic to websites in order  to drive in sales or leads in a profitable way.

So we now have what we call: programmatic ad campaigns.  The difference essentially is just how targeted the advertising inventory is with this new more precise form of targeting that's used by programmatic ad networks. For instance, if you want to run ads to women that have purchased from designer boutiques in the last 6 months, you can do that. If you want to target moms with kids in elementary school, you can do that. If you wanted to target plus sizes women that shop for clothes online, you can target just that group. I think you get the picture. Essentially, you can leverage information on users from "data providers," or companies that know people's buying behavioral and other value data points you can utilize to target those people online with various types of ads and videos.


Sounds great right? Well it is generally speaking. The catch is, you have to pay a premium to access the data that allows you to targeted those users that should convert really well. So your website's "conversion rate" is a hugely important factor to how well or not the traffic will perform. Plus you pay a media cost to run the ads to those users through various ad networks like Facebook, Google, and large networks of websites people commonly visit. So, there ends up being a blended cost-per-thousand impressions for the media. Which the cost can vary based on which data provider you chose and how much the data provider is charging and what the media cost is for that audience, in a nut shell. And, since there are multiple potential data providers to choose from, you have to test multiple campaigns to see which campaigns convert the best and have the best return on investment (ROI). Which is why you need an experienced agency (like Experience Advertising - my agency) to track, manage, and optimize the campaigns for you. An experienced digital agency helps to make these types of online ad campaigns work as well as possible. We have gotten to the point at my agency where we require our clients to participate in a multi-step process to boost the conversion rate of their website or landing page so their ad campaigns perform as well as possible. Since these ad campaigns aren't dirt cheap, they need to be maximized through processes like boosting on-site conversions, effectively retargeting of non-converters, and A/B testing optimizations to increase the rate at which users are buying or filling out lead forms (which ever the client is going for). 

Below you will find a slide presentation about programmatic ad buying that you may reference to explain the process further. If you would like to find out what types of programmatic ad campaigns may work for your company, send me a message or give me a call and we can discuss it. 

Evan Weber, CEO
Experience Advertising, Inc.
954-662-8010 - Mobile
954-742-0345 - Office
evan@experienceadvertising.com

13 Effective Digital Marketing Strategies to Boost Traffic, Revenue, and Profit in Q1

Barbara Spagnola - Wednesday, January 13, 2016
Hey there! Thanks for reading my post! By this point you have made it through 2015 and are actively implementing your Q1 strategy for your company. Regardless of the type of company or website you have you need a great strategy in place so you can achieve the goals you are setting for 2016. If you an established company you are likely looking to grow sales and revenue 20-30% over the previous year. This is usually a decent way to look at revenue goal setting however it may not be realistic depending on how big you already are, how competitive you vertical is, and if you have the budget allocated to marketing in more areas than the previous year. I always recommending looking back over the previous year, month by month, to see what strategies were successful and which were not. You can look to expand what worked and attempt to make work what didn't by revamping the strategy in that area. For instance, if you ran a banner placement on a high traffic website that had related traffic, but didn't get your return on the ad spend, you can look to redesign the banner, try a more aggressive offer, and change up the landing page the traffic is dropping to. If you didn't do well with a set of keyword phrases in Google Adwords you thought would work better, you can re-write the ads and make the landing page the traffic is dropping to more effective or more targeted to the keyword phrase. If your affiliate program didn't meet your expectations you can re-vamp all of your ad creative, text links, recruit new affiliates, and send better/more frequent messaging. These are some ways that a marketing channel can be made more effective for the new year. At my agency Experience Advertising, we are committed to making increase revenue and profitability a reality for our clients, so we are already looking at what worked and what didn't so a better, more effective strategy can be utilized. In this post, I thought I would put together some surefire strategies (that I have discovered personally over my 17 year digital marketing career) for you to utilize so you can make absolutely sure you have a big January and Q1! Note: these suggestions are in no real order of importance. They are ALL extremely important and areas of your online marketing that should be looked at and possibly revamped. Whether you do it all inhouse, with any agency, or a combination, all of these areas should be analyzed and a better strategy put forth. Some of these channels may not be applicable to what you are doing, so feel free to ignore what isn't relevant and focus on what is.
  1. SEO - SEO is still extremely important to getting your free traffic, but seems to become less important over time as the search engines squeeze as much revenue as possible from their searchers. You could always be revising some of your SEO optimization on the site, adding content, adding new pages, posts, articles, how-to's, expand F.A.Q.s, stuff like that to enhance and expand your current content. If you want to get more organic traffic in the new year, you need have some fresh content going up on the site is the new year, because it can take time for new pages of content to start ranking. Another good idea is to create some videos for YouTube that focus on topics that your target audience would get value out of. Adding new pages of content to your site as well as adding more videos to your Youtube channel can only help you get additional rankings in the search results. Make sure you focus on topics related to things people want to do in the new year or things they might be interested in to increase the likelihood that your content will get traffic. Never scrimp on your content, if you are going to create some new posts for the site or videos, make sure they are thorough pieces that are well-optimized with the keyword phrases you are going after. If you are going to do it, do it well so the new pages actually do something for you. Take a look at your Google Analytics reports and see what keyword phrases and content brought you traffic last year and try to piggyback on that by beefing up those pages or adding pages for keyword phrases you didn't get much traffic for but would like to. It's never a bad idea to take a look at your SEO optimization and make some improvements. Make sure your site is connected to Google Webmaster tools so you can get their feedback on the site's SEO.

  2. Email Marketing Strategy - take a look at how effective your emails were the past year, i.e. open rates, click through rates, conversion rates, and see what can be improved. Most email platforms have A/B testing on subject lines which can help figuring out what opens best. Did you personalize subject lines in the last year? You can see if it improved open rates. Are your emails mobile optimized? In this day and age they absolutely should be, so that's an area you can address with some mobile optimized templates to improve click-throughs in the coming year. How about promotions and incentives? How aggressive were your promotions to your databases? See what worked and what didn't so you don't make the same mistakes this year. You would be shocked how many companies don't look to make improvements in their email channel. Also, are you actively collecting emails on your website traffic with pop-up email boxes? Add a pop-up box with a nice discount can double your conversion rate. Then when you email that list it increases conversion rate even more.

  3. Paid Search - the end of the years is a great time to take a look at the entire year of paid search results and see what worked well, what didn't, and what could be re-optimized for the new year. You can edit the ad copy for the new year and try some new year promotions in the ads to motivate actions. You can see what keyword phrases performed well and make sure they are boosted up where they should be come January. You can see if there are any additional phrases that are similar to the ones that converted well, or brought in sales with a positive ROI, that can be added to the account. Google has done a great job with their keyword suggestion tool, so you can build out new campaigns with targeted ad copy quickly and easily in the account. You can then import those campaigns over to you Bing Ads account so they are running there as well. Now is a good time to get on the phone with your Adwords rep. and see if they have any valuable suggestions, or make your agency get on a conference call with Google and yourself to see what their suggestions are, so you can evaluation what to authorize. Every year Google and Bing come up with new features that most advertisers are clueless about, so you can definitely get some good ideas from speaking to Google and Bing. Bing reps are fairly clueless so don't expect much there in the way of strategies besides insisting you go "broad match," but Bing just revamped their shopping campaigns so if you have a product catalog it needs to be running in Bing ads. Recently, Google Adwords rolled out per call campaigns that run on mobile phones and don't even visit your website. This is great for service-type businesses where you can tell them all of that on the phone and sell them. Whenever you direct people to your website you risk losing in that impulse moment, so you can try Google per call campaigns with or without the option to visitor your site. 

  4. Shopping Engines - the end of the year is a great time to see about revamping your feeds on the shopping engines like Google Shopping, Bing Shopping, Nextag, Shopping.com, and a couple others. Are your product titles well optimized? What about your product descriptions. A lot of companies doesn't put enough effort or optimization into their product descriptions. Not only does it help with SEO but it can help get your shopping feeds more traffic from the shopping engines. What about the bid amounts? Are they aggressive enough? Did you over-bid last year? You can make sure that doesn't happen again if that was the case last year. There are tools that can keep you a penny lower in price than your competition, like Wiser. Make sure to check out tools that can help optimize shopping engine performance since it's a more cost-effective channel typically than phrase-based paid search advertising, like RetailTower, so it needs to be optimized and maximized really well.

  5. Amazon - Amazon has changed things around recently. They got rid of product ads and keyword ads, so basically you one have 1 option of selling on Amazon, which is to sell through Amazon. So make sure to give Amazon a call and make sure you are selling through them in the best possible way. They're pretty decent about helping merchants over figuring out how to sell on their platform. It most definitely should be utilized as well as possible since they have a huge audience and consumers searching for products more and more over time.

  6. Retargeting - what's your retargeting strategy? Meaning how effectively are you advertising to your website visitors after they leave your website? How well is it working? Which retargeting channels are producing ROI and which aren't? Are you running promotions in your retargeting ads? How well are those promos working and could they be changed up? Your retargeting ads could always be revamped and improved to increase click-through-rate and conversion rate. There are many different ways to retarget your website visitors so you need to make sure you look at what was tried over the past year and see how well it performed. Did you know you can retarget your email lists? What about running retargeting ads to your customers to sell them complimentary products to what they purchased. That can perform really well. Have you tried "lookalike audiences" on Facebook and Twitter, you could give that shot, although I recommending maximizing your retargeting campaigns to your website visitors and previous customers before testing lookalike audiences. So your entire retargeting strategy needs to be re-optimized so it works better this time around and is more pervasive than it was last year. Read the full article...


Increase Your Productivity with a Banner Stand

Barbara Spagnola - Wednesday, August 13, 2014

If you are involved in a business that involves trade shows, business meetings, presentations or any type of exhibition you need a banner stand. A banner stand allows you look professional and draw attention to what you want the customer or other persons to notice. It puts the details out there at eye level and draws attention to your display.

Stand Out in the Crowd

A good advertising person knows the advantage of standing out in a crowd and a banner stand allows you to do that. Banner stands are highly portable and allow you to create an eye popping display in very little space and on short notice if necessary. There are so many different types of banner stands available you will have no problem choosing one that fits your needs. The display options are endless when using these types of displays.

Choosing Your Banner Stand

Before you chose which type of stand to buy you need to think of your company’s, or your personal needs. You have to store the banner stand, transport it, set it up and take it down. How often you will be doing that, the space you have to work with and the vehicle you use for transportation will all play into which particular stand you purchase. Whether you do everything yourself or have others to help with the set up can also be a deciding factor. You may be a small one man show who needs something extremely compact and portable or you may work for a large company and need a much larger scaled banner stand. Make sure you fully understand what you need before purchasing one of these stands.

Things to Look For

Banner stands are made up of all types of material these days including aluminum, fiberglass, plastic and wood. The nice thing about some of the newer materials is being lightweight doesn’t mean it isn’t heavy duty, in fact, just the opposite. Some of the more lightweight banner stands are extremely durable and heavy duty while being designed for ease of use. A compact banner stand is a very nice option for most people. It allows you to store it in smaller areas and can be more easily transported. You also want to make sure you can set up and take down the stand efficiently and quickly. The last thing you need is to have to spend hours trying to figure out how to get the stand up correctly. That time would be better spent creating an eye catching display. And when a long day is over you want to be able to go home as quickly as possible.

Different Types of Stands

There are several different kinds of banner stands including the roll up stand. This pulls down like a film projection screen and then rolls up for easy storage. A scrolling banner stand continually loops displaying different messages. A –frame displays are very nice for outdoor events and are extremely lightweight and portable. The X banner stand and L banner stand are two other types you might consider when purchasing a stand.


About the Author

Visit website to know more about flags banners and banner stands

Portable Banner Stands are Customizable Marketing Units

Barbara Spagnola - Wednesday, August 13, 2014

A popular option when looking for a portable display is a self-contained banner stand. Roll-up banner stands are cost effective, easy to transport and have very few requirements when it comes to assembly. This type of banner stand is made from a fabric that is lightweight, does not tear, and is easy to clean with a damp cloth. The stand contains a retracting tube that rolls the banner in and out of the unit for display or storage. The banner releases quickly with a light, one-handed pull on the top bar of the banner. An extension bar attached to the stand holds the banner in an upright position for display. Portable banner stands are available in several height and width options to fit your marketing campaign and business needs.

Printable fabric banners are ideal for continuity in marketing campaigns. You are able to incorporate images onto the banners that are also on other marketing pieces. Digital banner images can be printed in high resolution on either one or both sides of the banner. It is possible to print full-color images, text or a combination of both to customize the banner so it meets your needs. The attractively printed banner stand creates a focal point and draws attention to the trade show booth or display area. Tall stands are highly visible to people walking by and are viewable by people standing a distance from the display area.

There are a number of benefits to using a roll-up banner stand, just as there are for a portable display. The banners stands are self-contained units that speed up tradeshow booth assembly. These banners come pre-assembled and there is no need to carry tools or hardware to the display location. Multiple banners create a custom backdrop that is easily changed or updated with a new banner. Changing the images of banner stands is more cost effective than purchasing new wall graphics for a backdrop display. This makes banner stands not only attractive and easy to use, but an ecologically wise choice for businesses.

However, there are few negatives to using portable banner stands for your marketing display. The one drawback to this type of portable display is that the standard two-foot width does not fill a trade show booth. You will need to purchase 2 to 3 roll-up banners if you want to attract attention to your booth space.

Portable displays that use banner stands are no longer a hassle for businesses. These units are a wise choice for use in marketing campaigns as they have more positive aspects than negative. Investigating the options available to meet your marketing needs is a task well worth the effort.


About the Author

Find out more about portable display. Get more information on banner stand and banner stands.