Why In-House Marketing Teams Beat Outsourcing

Why In-House Marketing Teams Beat Outsourcing

If there’s one marketing trend that most agencies would love to see die off, it’s the ongoing migration of marketing functions from outside agencies to in-house marketing teams.

Where did this trend begin? It’s easy to blame everything on money; we know that the cost of outsourced marketing is one of the biggest concerns for CMOs around the world. But that’s not the only reason brands are turning away from agencies and building up their in-house teams.

New technologies are expanding in-house teams’ capabilities. By in-sourcing different elements of their marketing – such as digital advertising, creative, design and media buying – and combining this with the clever purchase of the right technologies, businesses are doing the following:

  • Using emerging marketing technology to take back control of their brand’s reputation and customer experience
  • Becoming agile enough (thanks to technological advances) to navigate the lightning-fast modern marketing landscape
  • Increasing productivity while decreasing overall costs
  • Allowing for greater innovation and risk-taking
  • Creating an in-house team with a deeper, more visceral understanding of the brand (which allows for more effective marketing overall)

As you can see, technology is what drives this trend. In-house teams are becoming more viable because of the emergence of new marketing technologies that allow those teams to reduce costs (especially compared to the cost of outsourcing to an agency).

Still, other factors are at play.

1. Passion and control

The Achilles’ heel of every outside marketing agency is its inability to intuitively understand a brand at the same level as the brand’s employees do. That’s simply the nature of the business – it takes time for an agency to learn about a new client, become accustomed to brand voice and tendencies, and get a feel for management and the direction the brand’s ambassadors would like to move in. Though


7 Ways to Improve Your Website’s SEO

7 Ways to Improve Your Website's SEO

One of the primary challenges for any small business in 2019 is visibility. After all, you might have an amazing business and a beautiful website, but it won’t matter if potential customers can’t find you. That’s where search engine optimization (SEO) comes in. SEO, in a nutshell, is the art and science of raising your profile through organic search results. 

You probably already know that. What you might not know is that Google tweaks its search algorithms as many as 600 times a year. That means that great SEO isn’t a goal to be attained; it’s an ongoing process that requires your constant attention. 

At Clever Real Estate, we’ve made SEO one of our highest priorities, and it’s paid huge dividends, as we’ve seen our site ranking rise steadily since we began doing regular SEO audits. Here are some SEO strategies we focused on to improve our site ranking.

Provide a user-focused experience

One of the most important lessons of SEO is also one of the most obvious: if you want more traffic, you have to give people a reason to come to your website and, equally important, a reason to stay. 

That’s because your site’s ranking isn’t just based on raw clicks. There’s an assumption, common in business circles, that all you have to do is get the customer onto the website. And maybe that was true a few years ago before SEO really became refined.  

But a huge proportion of search engine ranking is determined by what happens after a user clicks onto your site. If they take a quick look and immediately click back to the search results, Google will note that, and your site will lose ranking. 

At Clever, we recently undertook an overhaul of our 5000-article blog library after we noticed that many


Use Your Website to Get More Phone Calls

Use Your Website to Get More Phone Calls

  • Allowing customers to quickly and easily contact your business by phone call can improve your sales and build trust. 
  • By the year 2020, there will be an estimated 4.78 billion smartphone users potentially ready to call your business. 
  • 68% of consumers will stop looking for your company phone number if they can’t find it in two minutes. 
  • Your sales and website analytics can help you make practical marketing decisions to improve lead generation and conversions. 

Marketers spend a majority of their time thinking about how to reach potential customers through email and social media. These two platforms are responsible for generating leads, retaining customers and building valuable relationships, but they are just a piece of the puzzle. Many consumers still like having phone conversations with businesses before they buy their product or service. 

A business phone service option gives consumers a chance to call in and ask questions before they complete their purchase. This builds trust in your brand and helps drive consumers through your sales funnel. 

We are going to look at several tactics you can use to get more customer calls with your website. These tactics include split-testing your contact CTA and analyzing your data. 

1. Make calling your business a CTA. 

As business owners, we are familiar with common calls to action (CTAs) such as “subscribe now,” “tell me more” and “sign me up.” A CTA that encourages consumers to call your business can help you generate leads through phone traffic. 

Have you ever tried to call a business through its website, only to discover that its number is buried deep in a separate menu at the bottom of the page? If so, you’re not alone. Research shows that 68% of consumers looking to call a business will leave the website if they can’t find a phone


Key Elements of a Strong Digital Marketing Strategy

Key Elements of a Strong Digital Marketing Strategy

Many business professionals think that a digital marketing strategy is a no-brainer. However, it’s surprising how many SMBs turn to marketing professionals and pay for a digital campaign without even a thought to what they’re trying to accomplish.

Yes, the answer is sales. Businesses pursue digital marketing to accomplish sales. And you’re right, that is a goal. However, there are so many more goals out there that digital marketing can accomplish to help you acquire sales.  

The rise of technology has opened the door to make marketing strategies more effective but the competition for sales fiercer. Digital marketing is so much more than getting your brand seen – it has changed the marketing landscape to show why your brand matters. Therefore, it’s more important than ever to have a solid digital marketing strategy to make your business’s digital marketing truly show a return on investment.

What does a digital marketing strategy look like?

A digital marketing strategy is a game plan to execute and measure your online marketing efforts. It goes beyond creating copy and a target audience. It’s how you’ll capture the right target audience, how you’ll hold their hand along the way throughout their customer journey, and how you’ll measure the results.

These are some of the key components you should think about when creating a digital marketing strategy:

  • How you’ll stand out from your competitors
  • How you’ll convert online traffic to sales
  • Where your target audience is spending time on the web
  • What your current digital marketing foundation looks like
  • How you’ll measure your results

These elements are often overlooked in digital marketing strategies, but they can make or break your return on investment.  

Check your digital marketing foundation.

Before even considering implementing a paid digital marketing strategy, take a look at your SMB’s current digital marketing


How To Boost Your Email Campaign’s Performance

How To Boost Your Email Campaign's Performance

Whether you’re holding an exciting promotion or want to inform subscribers of a new product launch, email marketing is a great way to spread the message. Growing your email list is important to stay in touch with customers, market content and build your business. 

Email marketing has a high return on investment. Every $1 spent on email marketing, delivers a $43 ROI. With more than 3.8 billion email users worldwide, it’s the most prominent marketing channel businesses use to connect with their audience. If you’re neglecting this sect of your marketing strategy, you’re missing out on expanding your brand and achieving your goals.

You want your email campaign to reach as far and wide as possible so it targets the right users, gets its message across and produces conversions. Without a proper strategy, however, this is quite difficult to do.

Among some of the key ways you can boost your email campaign’s performance are by:

  • Grabbing users’ attention so they sign up for your email list

  • Optimizing your messages for mobile users

  • Using proper formatting

  • Creating calls to action that stand out

  • Monitoring your campaign’s performance

Here are more details on each strategy.

1. Grab users’ attention

Before you get tons of eyes on your email campaign, you first need to convince visitors to join your email list. For new visitors especially, this is no easy task. People know what they like, and if your brand can’t convince them to hand over their information, then it’s back to the drawing board.

A good way to capture visitors’ attention is by using lightbox popups to collect their information. As users browse your website and consume its content, a popup opt-in appears asking for their email address. When they sign up, you now have a new subscriber who’s invested in your