Madison Marketing Group Blog

Sam Swiech, Content Marketing Manager

Sam Swiech, Content Marketing Manager

Sam Swiech has worked in the digital marketing industry for 7 years, developing expertise in content strategy, content writing, and copywriting. Outside of the office, he enjoys cooking, travel, and modular synthesizers.

8 Ways to Refresh Your Digital Marketing Strategy in 2021

In digital marketing, some things change fast. That's doubly true during a global pandemic.

Businesses are investing more in digital, and customers are showing a preference toward increasingly digital and personalized experiences, as well as fast service that enables them to engage on their time.

These trends lend themselves perfectly to inbound marketing—inviting marketers to provide content and advertising that is increasingly tailored to individual consumers or accounts.

In this article, we’ve updated the advice we originally provided in 2019 and added new strategies to help you refresh your digital marketing efforts for 2021.

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Digital Marketing and COVID-19: A Short-Term and Long-Term Strategy for B2Bs

Marketers, like everyone, were blindsided by the pandemic. New research from LinkedIn suggests that B2Bs in particular were more likely than B2Cs to have had their marketing budgets reduced while simultaneously facing more pressure to invest in short-term tactical marketing.

Throughout the pandemic, businesses confined to a mostly online existence funneled more resources into their web presence to keep marketing momentum going. B2Bs accustomed to spending thousands on trade shows, conferences, and other in-person channels have shifted that spend to online channels to keep pipelines full.

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5 Quick Landing Page Fixes To Increase Franchise Website Conversions

Franchise websites come in all shapes and sizes, but when it comes to generating quality leads online, optimized franchise landing pages are absolutely essential.

If you’re not familiar with landing pages, these are simply the website pages where your visitors can submit their information in exchange for something. That something could be a whitepaper, demo, or promise that you'll contact them directly.

If you’re intent on building a franchise website designed to attract and convert the serious buyers out there, it’s crucial to make sure you’re leading interested visitors to landing pages they can use to take the next step.

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The Formula Behind a Successful Landing Page

Landing pages are all over the web, but very few are actually designed with best practices in mind. Marketers have had years to test and compare all kinds of landing pages to figure what works and what doesn’t and today, we can clearly see the patterns common among the most successful pages out there.

In an effort to nail down exactly how to maximize the probability of getting a conversion on the page, the folks over at marketingexperiments.com analyzed over 10,000 trials of landing page testing in order to extract a single “formula” for the correctly optimized landing page.

Before I go any further, you don’t have to be a whiz at math in order to grasp this and apply it yourself.

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Why it Pays to Go All-In on Inbound Marketing

Poker players go all-in for one of two reasons: Either their hand rocks and they know the pot is theirs or it stinks and they want to scare everyone else into folding.

When done right, the payoff is big, but it takes confidence, timing, and the will to actually take a chance with your chips even when you can’t be sure it’ll pay off.

The same is true with inbound. Just like sitting around the poker table, it’s hard to win big by playing it safe with little bets here and there. Winners see opportunities and make big, smart moves.

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Beating Big Brands to the Top with a Smart SEO Strategy

If you’re a small to mid-sized brand, competing with industry heavyweights online (and elsewhere) can seem like a virtually impossible task. Search for any popular product or service and it doesn’t take long to realize big brands have a chokehold on the basic keywords people are searching for.

Depending on what these keywords are, this big brand dominance can consume the entire front page of results and beyond.

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3 Things Your Franchise “About Us” Page Needs To Do

If I were to ask what the most important page on your franchise’s company website is, I’d be willing to bet most companies would respond with either:

  • “Our homepage, of course,” or
  • “Our franchise landing page—that’s where visitors are converting on the site.”

While no one page is far and away more important than others on your website, one that seems to fall by the wayside all too often is the “About Us” page.

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SEO, PPC or Both: Which Is Right For Your Franchise Website?

Want to reach out and present your franchise opportunity to a wider audience of prospective business owners?

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How to Boost Your PPC Conversion Rate on Franchise Landing Pages

This post examines a common mistake franchisors make with their paid advertising campaigns - dropping ad clickers on a bad landing page. Don't worry, we also explore how to fix it.

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Improve Franchise Web Content By Defining Your Ideal Candidate

It’s easier than ever for businesses to design professional-level websites that fit any budget.

What’s more difficult is turning those websites into lead generation tools you can use to grow your franchise.

While great web design is essential for branding and navigation, it’s the site's content that ultimately attracts the attention of search engines and prospective franchisees eager to learn about the opportunity.

Whether you’re building a new franchise website from scratch or looking to make content improvements that push curious visitors into your sales funnel, the first step to creating a franchise content strategy is defining your ideal prospect in full detail.

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