Superior Marketing Insights

As the temperature has been dropping, we can’t help but notice it’s been getting chillier in our houses when we get home from work. Even the most stubborn have finally (and begrudgingly) turned on our furnaces for the winter. 

While things are warming up at home, things have also been heating up in the office! Over the last month, we’ve launched two new websites for two very different types of clients and we’re proud to have played a part in growing their businesses. We love having such a diverse range of people that chose to partner with us!

Supporting Small Business
Our first launch over the last month was a gift shop in Ashland, WI, Home Expressions. The owners of Home Expressions, Tricia Bowers and Lindsey Zifco, have been an absolute delight to work with, and we love the enthusiasm the have for their shop! These ladies work tirelessly to make their shop just as relevant as the big box stores. They are proving that a small, privately owned shop can offer just as many goodies as their large competitors, AND keep prices very competitive. But wait, they’re not done expanding their business reach! We are working on finishing their online store (watch out Amazon) and the new site launch is just around the corner! 

As we get closer to the holiday season, working with them has been a great reminder of the importance of supporting small businesses in your community. We hope each of you takes the time to get out and check out what sorts of businesses and services your friends and neighbors have to offer, and support those businesses with your hard earned dollars this year! 

Everyone Needs a Little Mercy
Another website we’ve developed and launched is for The House of Mercy, a new sober house in Duluth, MN. We were approached by their Director, Clinton Strother, to build a website to help people who are on their road to sobriety find resources so they can start making plans to re-enter into a sober lifestyle. 

Many of us have people in our lives that have struggled with addiction, and when people do make the decision to get better, it’s so important they have a place to readjust after their time in treatment. We knew that this was an important project to take on, and we are so proud to have been able to develop this website for the House of Mercy. We know that many lives will be changed for the better living within those walls!

It’s ALL fun and games
As some of you may know, Superior Effect Marketing does a lot of work with clients in the tourism and gaming industries. This week, Summer was out in Vegas for the yearly G2E (Global Gaming Expo). The G2E is a gambling industry trade show presented by the​ ​​American Gaming Association. While there, she was able to get a sneak peak regarding the newest trends in marketing your business and resort that will be coming in 2024. We are so excited to put this knowledge into action for our clients in that industry, and look forward to gaining new clients and applying what we learn each and every day!

Stay warm out there​
We hope you’ve enjoyed our October update, and please check out the new work we’ve published. If something you see inspires you, reach out and let us put our knowledge to work for you! Stay warm out there, have a safe and Happy Halloween, and look out for our November Newsletter coming up!

Knowing someone without social media is rare but somehow knowing someone who can manage social media effectively might be more rare. Every platform is constantly evolving to fit the users’ needs, which makes it more difficult to remain up-to-date on algorithms when marketing on different social platforms. With the average user using 6.6 platforms, how is your average individual supposed to keep up? At Superior Effect Marketing it’s not only our job, but it’s our priority to stay on top of the social media universe. So, if you were looking for some tips on social media, you’ve come to the right place.

Authentic Engagement:
Before diving into community building, it's crucial to ensure your team reflects the community you want to attract. Authenticity is critical for the success of your social media presence. People can easily detect insincerity and canned posts, so it's essential to engage with your audience in a genuine way. If you find yourself needing outside experts to connect with your own audience, it's a sign that something needs to change.

Niche Over Mass:
Social media trends are evolving, and we're witnessing a shift away from mass followings to a focus on niche topics. It's interesting to note that humans naturally gravitate towards connecting with smaller groups of like-minded individuals, similar to tribes. Platforms like Discord and BeReal are thriving because they enable personal connections within specific niches. Instead of trying to target the masses, concentrate on your chosen niche and position yourself as a thought leader within that community.

Building and Maintaining:
Building a social media community is similar to nurturing a long-term relationship. Just as in a marriage, it requires continuous effort, learning, and the addition of value on a daily basis. To establish yourself as the go-to authority within your community, you must be committed and unwavering in your dedication.

The Power of Humor:
Humor is a potent tool for establishing an emotional connection between your brand and your audience. Brands that truly understand their audience have successfully used humor to resonate with their followers. However, it's important to note that imitating may not be the best method to inject humor in your social stream. Be original, and you’d be surprised at the engagement you’ll receive. Recent studies suggest that brands should consider breaking away from the mold and going against the tide to stand out.

Building Your Social Team:
Recognize that no single individual can provide a complete solution. Self-awareness is crucial in marketing, and it's essential to understand your strengths and weaknesses. To offer a comprehensive service, consider bringing in specialists who can complement your skills and handle areas where you may lack expertise. This is a perfect opportunity to partner with a marketing firm that you trust, and who can provide a more complete solution. 

Adding a Human Touch:
Modern marketing acknowledges that imperfections can be beautiful. There's a deep understanding of human emotions and the right moments to connect with them. Making calculated mistakes can build trust, as it shows your brand is run by real people who aren't afraid to be imperfect. It can be very refreshing when you see a major brand with a big budget share a post with a typo - we are all human after all! 
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Building a thriving social media community is an art that goes well beyond numbers. It requires authenticity, commitment, and a deep understanding of your audience's emotions. These valuable insights provide a roadmap for marketers seeking to create meaningful connections in the ever-evolving world of social media. Building a community on social media is both an art and a science, demanding dedication, creativity, and the willingness to stand out in a crowded digital landscape. We are always excited to help businesses create and manage their social media presence and have an outstanding record doing so. We would love to partner with you!

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There has been A LOT of controversy–mostly scrutiny towards Google Ads. When you’re investing a lot of money into your marketing, you want to know it’s worth it. Now the question is…Is it? Google recently admitted openly to quietly adjusting ad prices to meet targets. The search engine “frequently” changes the auctions it uses to sell search ads, increasing the cost of ads by as much as 5% for the average advertiser. For some businesses, it went up by as much as 10%! At SEM we recognize that transparency is everything in a business relationship. It is one of our cornerstone values and why our customers and partners trust us. So in the spirit of remaining transparent, we’re going to break down what’s going on with Google for you and dive into the details of this admission and its implications for advertisers–like us.

In a surprising turn of events, Google has openly admitted to making quiet adjustments to ad prices in order to meet their targets. This revelation comes eight years after Google Ad executive Jerry Dischler denied any manipulation of ad auctions. The admission has sent shockwaves through the pay-per-click (PPC) community and raised concerns about the trustworthiness of Google's advertising platform. 

The acknowledgment by Google has left many disheartened. This admission raises concerns about the trustworthiness and credibility of Google's advertising platform. Trust is everything in the world of advertising, and Google's admission undermines this trust. The search giant's pursuit of quarterly targets, aimed at boosting employee morale, comes at the expense of businesses, both small and large, that rely on Google's advertising platform.

This revelation prompts advertisers to reconsider their reliance on Google. While the PPC community had suspicions about these practices, the admission has brought them into the spotlight. Advertisers are now questioning whether Google truly has their best interests at heart or if it's primarily focused on meeting financial goals.

One key issue raised by the industry is Google's lack of transparency. Advertisers expect honesty and openness from the platform they invest in. The recent admission calls into question the validity of Google's claims that it acts in the best interests of advertisers. The perception of Google's actions being driven by profit motives rather than advertiser benefits has left many disillusioned.

Another concern is the use of misleading terminology. Google's practices, presented as auctions with bids and bid strategies, may not accurately represent the reality of how ad prices are adjusted. The use of such terminology can lead to confusion and skepticism among advertisers.

During a federal antitrust trial, Google's Ad executive, Jerry Dischler, revealed the existence of something called RGSP (Ranking by Gross Search Platform). This practice involved switching the auction results to boost Google's revenue, positioning the second-place bidder in the top advertiser slot and the initial winner would be moved to the second position. Advertisers find this approach questionable and question the fairness of such actions.

Now, advertisers may rethink utilizing Google and look into alternatives to Google Ads. The loss of trust and credibility could prompt a migration away from Google's advertising platforms and explore other options, such as auto-applied recommendations, AI-driven solutions, or different advertising platforms altogether.

The admission by Google of quietly adjusting ad prices has ignited a heated debate within the advertising community. It has raised concerns about transparency, trustworthiness, and the accuracy of terminology used by the tech giant. Advertisers are left to ponder whether their reliance on Google Ads remains justified. The repercussions of this admission may well reshape the landscape of digital advertising, as advertisers seek more transparent and trustworthy platforms for their campaigns.

Transparency is at the top of our values as a business. We think it’s important to note the changes in the advertising world so everyone is kept in loop. We continue to monitor Google’s ever-evolving practices to ensure our customers’ and partners’ marketing budgets are spent with the best return on investment and as wisely as possible. As we’ve said before, when you partner with us we become a part of your team. We do everything we can to stay in-the-know to increase your overall revenue and grow your business.​

 Something New

In keeping with our community theme, we want to welcome Superior Public Museums to our roster of the local clients! We truly appreciate being able to work with many local businesses and organizations, and enjoy the opportunity to help our community not only flourish, but to also thrive! We are so looking forward to building our relationship with Superior Public Museums, and making our mark in the non-profit sector!

​Are you ready to take your business, organization or event to the next level?

Marketing is crucial to any business's success–especially digital marketing–but what does digital marketing mean exactly? Is it having a solid website that ranks well with Google and other search engines? Perhaps it’s appearing on social media feeds as ads or shares? These are just two of the MANY ways digital marketing can be utilized, but we’ve got others you haven’t probably haven't even considered. When you partner with us, we’ll create the perfect plan for your baby–we mean business.

To kick off our partnership, we’ll schedule a discovery meeting. You’ll share what your goals for your business are, as well as where you’re currently at with the business, and what obstacles you’ve come across. In order to be effective at what we do, we want the full picture so that we can provide options that would benefit you the most. A lot of marketing agencies will only offer bundles that are very general “one size fits all” options. While these options may work well for some, we find that most businesses are too unique to fit into something this regimented. Superior Effect Marketing’s approach is to tailor a strategy to your specific needs. Your budget is important to us and we will make sure that we maximize your ROI.

Website design and development is one of the most in-demand services we offer. Whether it is building a website from scratch, or making updates to an existing website, these services are essential in keeping your business ranking and discoverable online. Your website acts as a 24/7 storefront, providing information about your products or services to potential customers. No matter what industry you’re in, or what size your business is, a website builds trust, extends your reach beyond local boundaries, and offers insights into customer behavior. It's a fundamental tool for growth, engagement, and staying competitive in today's digital landscape.​

A new venture needs a sharp website. A long-time client and friend, Gina Ramsey, came to us, ready to fulfill her lifelong dream of becoming an author with the release of her first book, Burnt Gloveboxes. Gina needed a website to not only promote and sell her book, but to promote herself as a blossoming author, and to give people a means of reaching out to her for bookings. With the multiple facets to her career as an author, Gina needed a website that is a little more robust to provide a wider variety of information. Her site includes: an about the author page, testimonials, upcoming events, a sign-up for a newsletter, and of course links to buy her new book “Burnt Gloveboxes.” Now, Gina has a fun website, Author Gina Ramsey, that fits her style perfectly and has established her as an author with ease. ​

While we love them, Superior Effect Marketing does MUCH more than websites... ​

When it comes to the world wide web the only thing you can rely on is change. The internet has obviously transformed the way we live, communicate, conduct business, and if you’ve been paying attention over the last couple years – you now possess the potential to transform yourself into a brand. This shift does come with some caveats, especially through the lens of SEO (Search Engine Optimization). Let’s explore the importance of becoming a brand to maintain a strong online presence, and let's dive into the methods to accomplish this standing.

Anyone with access to the internet can cultivate a digital persona that resonates as a brand. Whether this transformation is a blessing or a curse is a matter of perspective. Many small businesses and independent entrepreneurs are satisfied with being recognized as entities rather than full-fledged brands. However, considering how SEO factors in, there's minimal room for disagreement – embracing a brand identity is crucial to secure lasting online presence.

"If you can't beat them, join them," takes a new meaning following each Google algorithm update. The fundamental reasoning is clear – brands form the foundation of ‘Google's Knowledge Graph’, the framework that weaves the fabric of online information together. In other words, Brands are King. By establishing your businesses presence as a brand, you position your business to capture Google's attention and acknowledgment over the long term.

One telltale sign that you – or your competition – have become a recognized brand in Google's eyes is the presence of a non-local (generic) knowledge panel upon searching for your brand. In other words, your google business page pops up. This is a solid indication that Google acknowledges you as a bona fide brand, more than just a mere entity. This feature also reveals the brands you're affiliated with, a handy piece of information for competitive analysis. To gauge your competitors' status, this step should be an essential part of your audit – awareness of these affiliations is shared by Google itself.

Becoming a brand isn’t necessarily ‘quick and easy’. It's a journey that demands a cohesive team strategy. To effectively brand yourself or your business, consider integrating the following steps into your branding strategy:

1. Strengthen Your Online Presence
Your branding starts with your website and content. Make sure your site has thorough information about your business, leadership, culture, and history. Remember, just having these tags doesn't make you trustworthy. Create meaningful content and structure it to help Google understand your brand. Also, use the "same as" property to link to your official channels.

2. Weaving a Web of Associations
A crucial part of building your brand involves connecting with other respected entities, or “backlinking”. This links your brand into a complex network. While we may not know exactly how Google's connections work, there are strategies to help create these links:

• Interlinking: From your official website, link to other brands you're aligned with, encompassing associations, certifications, events, etc.
• Podcast Appearances: Embrace the podcast circuit to showcase your expertise across diverse niches.
• Scholarly Recognition: Garner backlinks from verified authors and scholars, particularly those with their knowledge panels. Create trust-centric content to engage educators and field experts, prioritizing trust-building over conventional metrics.
• Event Participation: Partake in, sponsor, and nominate yourself for industry events and awards, solidifying your brand's alignment with niche entities.

3. Being everywhere helps people remember you. 
To be recognized, spread your brand across different platforms. The goal is to make people search for your brand, something Google notices. While it might seem overwhelming, you can do it smartly:

• Content Repackaging: Employ tools to repurpose content into diverse formats suitable for social media, newsletters, and more.
• Re-marketing Strategies: Utilize platforms like Facebook and Google to reconnect with site visitors, reinforcing brand familiarity.
• Social Media Vigilance: Monitor social media mentions and relevant keywords, actively engaging in pertinent dialogues.
• Offline Branding: Encourage potential customers to search your brand on Google, enhancing your brand's prominence.

4. Curate Positive Mentions
The culmination of your brand-building venture involves curating favorable mentions to amplify positive sentiment and broaden their visibility. This practice bolsters social proof and augments conversion rates, warranting its incorporation into your strategy:

• Amplify Social Praise: Share and engage with social media posts lauding your brand.
• Visual Repurposing: Transform positive mentions into visual content, disseminating them through official channels.
• Highlight Media Features: Cultivate sections like "Featured In" or "In the News" to showcase interviews, podcasts, and news coverage.
• Gratitude for Reviews: Express appreciation for positive reviews on platforms like Google, Yelp, and TrustPilot.

Building a brand is a big task that takes a lot of time and a lot of effort. The good news is, the possibility is accessible to everyone, and if done correctly can lead to quick rewards like more website visitors, better search engine rankings, and higher sales. If SEO data is any indication, it's necessary for lasting online success. 

Embrace branding and let us help your online presence soar in the digital world.
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​Wouldn't it be great if shopping was as easy as clicking a button? Well, that's what online shops do. People can shop from their cozy couch or even while they're waiting for the bus. Online shops can also remember what people like and show them more things they might like. It's like having a personal shopping assistant.