Understanding Where Your Target Audience is Consuming Media

red background reading "understanding where your target audience consumers media" in black letters with a crowd of people in black and white

 

With countless online media platforms and billions of people consuming content, it can be difficult to break through the noise and communicate your message effectively. Understanding where your target audience is spending their time allows you to narrow in on where you need to focus your marketing efforts and advertising budget. As your audience insight grows, you’ll be able to spend your time and money where it matters and better expand your reach.

Define and research your target audience

In order to understand where your target audience is consuming media, you have to understand who your target audience is. You may begin by looking at a broad category (working moms, young professionals), but the more detailed you can get, the better results you will see. While you probably already have a general idea of who uses your business, utilizing Google Analytics is an easy and effective way to hone in on your demographics. A few characteristics you’ll want to consider:

Define and Research Your Target Audience inforgraphic detailing age, location, interest and lifestyle information for marketers

 

As your business grows and changes, your target audience may change with it. Never get complacent with your data — you should be analyzing it constantly. 

Understand the differences in social media platforms

Social media has completely changed the way we communicate with our customers. It’s now essential for businesses to have a strong social media presence. Knowing what platforms your audience is using will be crucial to your marketing strategy. 

Bar graph displaying how many social media users visit Facebook, Instagram, Snapchat, YouTube, and Twitter on a daily basis

Image source: Pew Research Center

Many businesses utilize Facebook, as it is still considered one of the world’s most-used platforms. According to Sprout Social, Facebook has a wide age range compared to other social media sites, but the younger generation has been leaving in favor of Instagram and Youtube. 

Instagram has become more and more popular in the last few years, and according to Hootsuite, 75% of U.S. businesses will use Instagram in 2020. Many use a combination of Facebook and Instagram, but if you cater to a younger audience, Instagram is the place to be. With a pretty even mix of male and female users, Instagram can provide a large reach for companies. You can easily utilize features such as Instagram stories, shopping posts, and hashtags. 

There are many other popular social media platforms out there — Snapchat, TikTok, Twitter, and Youtube, just to name a few. Detailed demographic information is readily available for each site. Take the time to look into the different benefits and features offered on these apps. Don’t be afraid to experiment with different platforms and posts to see where your audience engages; this may be the most useful data you can collect. 

Know where your competitors are engaging

As you learn more about your target audience, you should be able to easily identify how your competitors engage with them. Analyze the way your competitors post and interact with their customers.  This is an easy opportunity to see what they’re doing well and to learn from their mistakes. Some things to consider:

  • How often do your competitors post?
  • What platform(s) are they using?
  • Do they tailor their content to the platform, or do they post the same content on every platform?
  • Which platforms have the most followers and interactions?

Observing where and how your competitors post content allows you to identify opportunities that they’re missing. 

Stand out to your audience

Many businesses feel overwhelmed when trying to decide where to post content and run advertisements. The online media landscape is constantly changing, and companies must be prepared to understand their target audience and where they’re consuming content. By analyzing data, utilizing the right social media platforms, and researching your competitors, you can stand out to your audience and spend your time and money wisely. At LSM, we offer digital advertising services, local search marketing strategies, and organic SEO solutions to help businesses reach their target audiences and provide them with relevant content. Reach out to us to find out how we can help! 

Five Things Franchisees Should Consider for Reopening Post COVID-19 Shut Down

horizonal how franchisees should prepare for reopening post covid image

By: Michael Carlson

Now that some states are issuing orders to open back up for business, there are still many unknowns in what this “new normal” will look like across the United States. For many organizations, franchise operations have been going out of business or have been forced to temporarily shut down in response to the Coronavirus pandemic. As you make the decision to reopen your business, here are some important steps to take.

1. Update your local listings.

Reopening your business would be difficult without ensuring that your local listing information is correct. Take the time to update listings for your location(s) with up-to-date, accurate business information, including your:

  • Address
  • Hours of operations
  • Phone number
  • Business description
  • Posts

Ensuring that your local listing(s) are correct will make it easier for customers to find you online. This will also increase your chances of ranking higher for searches within your trade area!

2. Promote safety and sanitation precautions.

Be sure that your operation adheres to current CDC guidelines, and inform customers how your business will follow these protocols as you reopen.

Take advantage of every opportunity that you have as a business to communicate the steps you’re taking to ensure a safe work environment for your employees and customers. This should be displayed on your website, included within your blog posts and newsletters, and communicated through your social media outlets. Showing sincerity with your customers can go a long way since many people are seeking reassurance during this time.

3. Determine if you’re eligible to receive financial assistance for digital advertising.

Your business may be able to receive financial assistance, depending on your previous advertising activity and other circumstances. Google announced that it will be providing $340 million in ad credits to small and medium-sized businesses, which can be utilized through the end of this year. Similarly, Facebook is extending $40 million in grants to 10,000 small business owners across the country.

4. Show how you’re stepping up as an organization.

Find ways that your organization can step up and do its part. This could include a promotional discount to first responders or a percentage of proceeds given to a local charity within your community. This is the time to show your customers that you understand what they’re going through and that you’re here to support them.

5. Utilize this moment to strengthen customer relationships and reward brand loyalty.

It’s a rare moment in life to be universally impacted by one event. As a result of the conditions everyone is facing due to COVID-19, interacting with those around us makes us feel a stronger sense of unity. Use this opportunity to show your appreciation and gratitude to your customers, and remind them that you’re both in this fight together!

Need Help With Your Reopening Strategy? LSM Can Help!

LSM understands that everyone has been affected by the COVID-19 pandemic, and we’re more than happy to help you plan and implement the best strategies for your business as you reopen. Our franchise marketing solutions can help businesses reach their target audience effectively with the right messaging at the right time. From targeted digital advertising to local search, our digital marketing agency is here to help you dive deeper into your reopening strategy. Contact us today to discover how we can support your business during this time or download our reopening checklist for more information on what your business can be doing to prepare for when your doors open.

LSM Wins 2020 Best of Brentwood Award

LSM Best of Brentwood Award

LSM has been selected for the 2020 Best of Brentwood Award in the Internet Marketing Service category by the Brentwood Award Program.

Each year, the Brentwood Award Program identifies companies that have achieved exceptional marketing success in their local community.

Various sources of information were gathered and analyzed to choose the winners in each category. Winners were determined based on information gathered internally by the Brentwood Award Program and data provided by third parties.

About Brentwood Award Program

The Brentwood Award Program is an annual awards program honoring the achievements and accomplishments of local businesses throughout the Brentwood area. Recognition is given to those companies that have shown the ability to use their best practices and have implemented programs to generate competitive advantages and long-term value.

Read the full press release here.

About LSM

A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

LSM Named Finalist at Nashville Best in Business Awards

LSM has been named a finalist at the 2020 Best in Business Awards by the Nashville Business Journal!

 

Every year, the Nashville Business Journal identifies companies that set the gold standard for growth, quality, innovation, and execution of an excellent business strategy. Companies were nominated by the public and then scored by an independent panel of judges based on company culture, business plan, profitability, and more. 

 

Out of hundreds of submissions, the highest-scoring companies were honored at an awards luncheon on March 5. The LSM team is proud to be recognized for our achievements among so many incredible businesses in Nashville!

 

About LSM

A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

LSM Wins 2 MarCom Platinum Awards

LSM’s Wins Twice at 2019 MarCom Awards

Nashville, TN: The 2019 MarCom Awards have named LSM a Platinum winner in two categories!

–     ‘Strategic Communications – Dental Marketing‘ for our work with Dental Marketing & Management Group: ‘How LSM Increased Organic Website Traffic by 74%, Online Conversions by 51%, and Online Appointment Requests by 19% for a Growing Dental Support Organization’

–     ‘Strategic Communications – Digital Marketing‘ for our work with European Wax Center: ‘How LSM Increased YoY Website Actions by 105% and Online Reservations by 14% for the Nation’s Leading Hair Waxing Company.’

Administered by the Association of Marketing and Communication Professionals (AMCP), the MarCom Awards is an international creative competition that recognizes outstanding achievement by marketing and communication professionals. Entries come from professionals in a range of fields, including corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers.

MarCom’s Platinum Award is presented to those entries judged to be the most outstanding entries in the competition. Platinum Winners are recognized for their excellence in terms of quality, creativity and resourcefulness. There were over 6,500 entries from 20 countries in the MarCom Awards 2019 competition and only roughly 17 percent were chosen for this award. LSM is incredibly honored to be recognized by the MarCom Awards for our hard work in developing the best possible marketing campaigns for our clients.

About LSM

   A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

 

 

LSM Wins Gold at the GlobalTrend Marketing Awards

LSM’s SEO Work Wins 2 GlobalTrend Marketing Awards

Nashville, TN: The 2019 GlobalTrend Marketing Awards have named LSM’s work with European Wax Center winner of the ‘SEO Campaign’ award! Plus, our web development and SEO work with DSO Dental Marketing & Management Group was awarded second place for the ‘Marketing Effectiveness’ award! 

The awards program is conducted by the IAA (International Awards Associates), an independent, international organization focused on creating a community of marketing creativity, effectiveness and excellence. Its judging process is designed to be impartial and free from outside influences by withholding both the names of the judges on its panel-faqs as well as the contestants’ names throughout the entire evaluation process. This anonymity shelters all involved from any vested interest which may attempt to influence the judges’ opinions or the judging process! Categories are judged by such considerations as:

  • Quality of copywriting (tone, voice, length, interest)
  • Appropriateness for the audience
  • Ease of navigation (Digital)
  • Visual appeal, effectiveness of imagery
  • Statistics measuring performance against goals
  • Effectiveness in achieving goals

LSM is proud of these achievements, and will continue to produce award winning digital marketing strategies for our clients!

Interested in learning more about our award-winning digital marketing work with these brands?

  • Click here for information on ‘How LSM Increased YoY Website Actions by 105% and Online Reservations by 14% for the Nation’s Leading Hair Waxing Company.’
  • Click here for information on ‘How LSM Increased Organic Website Traffic by 74%, Online Conversions by 51%, and Online Appointment Requests by 19% for a Multi-Location Dental Service Organization’

About LSM

A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

LSM Wins Entrepreneur 360™ Award for 2nd Time

LSM Named to 2019 Entrepreneur 360™ List

For the second consecutive year, LSM has been identified as a real leader among entrepreneurs and received a listing on the 2019 Entrepreneur 360™ Ranking of the Best Privately-Owned Businesses in America, coming in at #234. Conducted by Entrepreneur Media, the Entrepreneur 360™ analysis uses a proprietary algorithm and other advanced analytics to calculate the most successful entrepreneurial companies in America. The algorithm is built on a balanced scorecard designed to measure the four pillars of entrepreneurialism—innovation, growth, leadership and impact.

Placement on the Entrepreneur 360™ list distinguishes LSM as an agency that has successfully grown over the years, with innovative tasks, exemplary company culture, and significant impact on surrounding communities.  LSM is honored to be recognized and will continue to work hard.

“Every entrepreneur knows that a healthy business isn’t just about growth. It’s about being well-rounded—growing your culture and your systems as strongly as you grow your revenue,” says Jason Feifer, editor in chief of Entrepreneur magazine. “That’s why we’re excited to celebrate these companies with our fifth annual Entrepreneur 360. The companies that make the ranking have pushed boundaries with their innovative ideas, fostered strong company cultures, impacted their communities for the better, strengthened their brand, and grown impressively as a result.”

About LSM

A Premier Google Partner and Facebook Agency Partner, LSM drives revenue growth for multi-location businesses through user-friendly websites, scalable advertising campaigns, and proven search engine optimization, review management, and content marketing strategies. Our easy-to-use client reporting dashboard integrates with CRM & PMS systems to provide 24/7 access to key marketing analytics, including the origin and value of customers generated from our work. Founded in 2006, our culture inspires us to be bold in the strategies we employ and take pride in the results we produce. Contact LSM today and discover what we can achieve together!

LSM Wins WebAward for Third Consecutive Year

 

LSM Wins ‘Standard of Excellence’ Award

Nashville, TN: LSM’s proud to announce that the website platform we built for Dental Marketing & Management Group (DMMG) a dental support organization providing clinical and non-clinical services to 22 dental offices across 4 states, won the ‘Standard of Excellence’ Award at the 2019 WebAwards! This is the third year in a row that our work has been recognized for a WebAward!

Hosted by the Web Marketing Association, the WebAward Competition is the premier award recognition program for website developers and advertising agencies. Now in its 17th year, the WebAward program is the longest running annual website award competition in the world! Each site is assigned to three or more expert judges for evaluation.  The judges are notified of the mission statement and targeted audience for the website. They are not informed who submitted the entries or which categories the site is submitted into. The judges then reviews the website by assuming the role of a targeted user. After analyzing the site, they enter their results and record their observations and comments.

The website platform, combined with LSM’s search engine optimization services, helped DMMG increase YoY organic website traffic by 74% and online appointment requests by 19%!

Contact us if you’d like to learn more about how LSM’s website development and dental marketing services can help you drive new patients to your dental practice.

 

Google My Business Optimization Tactics

Google My Business (GMB) profiles are listings that let businesses manage how they appear on Google Search and Maps. These profiles are a quintessential element of an optimized digital marketing ecosystem because they contribute to:

  • First Impressions: They are the FIRST THING someone sees when they search on Google for your locations (i.e. “Massage Envy La Jolla” or “Amazing Lash Studio near me”).
  • SEO: According to the marketing analytics company Moz, GMB profiles account for 25.12% of the local SEO equation.

Recently, Google has implemented a series of upgrades to their GMB platform, and there will be many more to come! This infographic is designed to help your business capitalize on the features that exists today.

 

Google My Business Infographic Summary

 

Location Groups

  • Set up a location group (formerly known as ‘Business Accounts’) for your brand’s GMB profiles. This will provide the franchisor with the ability to add, verify/claim, and manage their network’s profiles, giving them a level of control over the content on the accounts, as well as the ability to delete accounts for closed locations and claim new locations without the need of a pesky postcard. 

 

Naming Convention

  • Use a consistent naming convention for your locations. The name of each location’s GMB profile should include a local indicator. For example, instead of having the same ‘TITLE Boxing Club’ listed for every location, they include local indicators such as “TITLE Boxing Club – Green Hills” and “TITLE Boxing Club – East Nashville.”
  • Bonus SEO Tip: When possible, consider including a keyword in your naming convention. Pop-A-Lock includes “Locksmiths” in their naming convention (example: “Pop-A-Lock Locksmiths of Phoenix”), improving their GMB profile’s rank on local locksmith-related searches.  

 

Categories

  • You have the option to choose one ‘Primary’ category and multiple ‘Secondary’ categories. Be sure to select relevant answers for all available category boxes, with the ‘Primary’ category being the most important one. 
  • Bonus SEO Tip: Consider mixing up your ‘Primary’ category over the course of the year. For example, An HVAC company could have ‘Heating Contractor’ as their primary category during the winter and Air Conditioner Repair Service’ in the summer.

 

Service Area

  • Service-based companies like locksmiths, plumbers, and electricians do not want to list their address on Google. By setting up a ‘Service Area’ in their listing, you can let customers (and Google’s algorithm) know all the specific cities you cover. 

 

Services / Menu

  • You want to submit and publish information related to your products and services. This is a terrific way to inform Google about the specific offerings your company provides, improving your chances of ranking highly on search queries related to those offerings. 

 

About

  • While the general messaging can be the same across your GMB profiles’ ‘About’ sections, be sure and make it unique to each location by including localized keywords (i.e. city, neighborhood, service area, local membership information), handicap accessibility information, and links to the locations’ Facebook page. 

 

Photos

  • Upload high-resolution photos of your business (interior, exterior, employees in action).
  • Bonus SEO Tip: These pictures are indexed by Google, so rename each picture file. For example, before you upload a picture named ‘8102.jpg’ to your GMB profile, change the file name to something like ‘Scenthound – West Palm Beach, FL – Dog Grooming.jpg.’ By doing so, Google better understands the content of your picture, helping the image to rank highly on image-based Google search queries related to each location in your franchise network. 

 

Hours of Operation

  • Ensure that your hours of operation are accurate at all times.  You can manually edit your listed HoH, and you can set up ‘special hours’ designed to highlight your hours of operation during major holidays. This can be done at a national level if you have a location group set up!

 

Posts

  • Promote special offers to potential customers via Google Posts. For example, LSM set up posts for TITLE Boxing Club highlighting kickboxing and fitness classes. Over a 12-week period, the posts generated 615 leads and $21k in new membership revenue!

 

Video

  • Repeat the same process mentioned in the ‘Photos’ section. 

 

Followers/Offers

  • Google recently introduced the ability to ‘follow’ GMB profiles. This is similar to how someone ‘Likes’ a Facebook Page and begins seeing posts published by that page. We suggest you encourage folks to follow your profile, and share offers directly with your followers to show how much you appreciate their loyalty. 

 

Results

  • Visit your GMB dashboard to review key metrics at national and local levels. Setting up proper UTM codes and conversion goals allows you to better understand the number of people viewing your GMB profiles and taking action (i.e. website visits, phone calls, direction requests, etc.).

 

GMB Case Study

  • LSM implemented much of what I just covered in European Wax Center’s SEO strategy. Using an apples-to-apples YoY comparison, our GMB optimization efforts generated a 108% increase in discovery searches, a 105% increase in website actions, a 46% increase in phone actions, and a 26% increase in total views.  

 

Conclusion

  • Optimizing your GMB ecosystem provides your business with better control over how your brand is displayed throughout your entire network, ensuring better first impressions, greater online visibility, and more new customer opportunities. Google continues to refine its GMB product (example: they’re beta testing a ‘Product Collection’ that gives businesses an option of listing their products along with a description, price, image, and call-to-action), so expect more features to be released over the coming 12-24 months. Have more questions about Google My Business? Contact LSM today!

LSM Wins Entrepreneur 360™ Award

LSM was recently listed at #240 in the 2018 Entrepreneur 360™ Ranking of the Best Privately-Owned Businesses in America. This recognition identifies small businesses all around the nation that are mastering the art and science of growing a business. This study, done by Entrepreneur Media, has been designed to provide a complex outlook of entrepreneurship today. Businesses were evaluated based on five metrics: impact, innovation, growth, leadership, and business valuation.

Placement on the Entrepreneur 360™ list distinguishes LSM as a business that has successfully grown over the years, with innovative tasks, exemplary company culture, and significant impact on surrounding communities. As a first time applicant, LSM is honored to be recognized and will continue to work hard.

If you’d like to learn more about what we can do for your business, contact us at (615) 387-9153.