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Should You Take Aim at Competitors in Your Marketing Strategy?

By | Content Marketing, Marketing Strategy, Social Media | No Comments

What’s business without a little friendly competition? No matter the size of your business or what industry you’re in, you’re bound to have a few (or many!) business rivals competing for your customer base. An effective competitive marketing strategy should aim to develop your own unique brand and make your business stand out from the pack. Sometimes this can even involve throwing a little shade at the competition.

What's business without a little friendly competition? Click To Tweet

Ready, Aim, Fire!

So what exactly does throwing shade at your competition entail? We aren’t talking bar brawl level fighting here. You should be going after your competition in a way that gives consumers a comparison point to pick you over other businesses. Just be sure to keep it at the friendly competition level rather than attacking another business, because there can be a fine line between rivalry and downright spitefulness.

One of our favorite examples of a flawless competitive marketing strategy is Lane Bryant’s #ImNoAngel campaign. The campaign took aim at lingerie company Victoria’s Secret and its unrealistic and idealized images of what the perfect body should be. Victoria’s Secret Angels are the company’s long-legged, toned and tanned lingerie models. With #ImNoAngel, Lane Bryant took a stand against the unrealistic and sometimes unhealthy expectations for women’s bodies in our society. The #ImNoAngel ads feature women of all shapes and sizes celebrating their fuller figures. Instead of directly attacking or insulting Victoria’s Secret, Lane Bryant kept it classy and focused all the attention on celebrating the beauty of the average woman. As a result, social media is now full of body-positive pictures women across the country have uploaded of themselves with #ImNoAngel. Lane Bryant: 1, Victoria’s Secret: 0.


Walking the Line Between Sassy & Snarky

When putting together a competitive marketing campaign, it’s important to remember that if done improperly it could backfire. You don’t want your company to be perceived as a bully or as offensive. Instead, your campaign should give consumers a comparison point to see why your product or service is superior to the competition. Your campaign should be memorable and invoke a rivalry, but at the same time, you should avoid getting downright mean.

For example, IHOP toed this line perfectly after McDonald’s launched its all-day breakfast menu using #AllDayBreakfast. IHOP unleashed a series of tweets poking fun at McDonald’s new plan. The all-day breakfast restaurant tweeted, “in other news… we’ve always had all day breakfast.” Later on came the real zinger: “#AllDayBreakfast, WHAT’S GOOD?” Reminiscent of the now-infamous Nicki Minaj-Miley Cyrus feud, this last tweet was a cheeky dig at the fast food chain’s attempt to make all-day breakfast seem like a novel idea.


Get Started With Your Campaign Today

Contact the online marketing team at Turn The Page today to see how we can help you develop a successful and sassy competitive marketing strategy. Call us at (816) 527-8371 or (844) 889-5001.

Announcing Our 2016 Charity Partner

By | Non-Profit | No Comments

Charity Partner

Turn The Page Online Marketing is ecstatic to announce that we will be partnering with The Shadow Buddies Foundation in 2016. We’ll be providing them with marketing services, including blogging, a website makeover and more, as well as offering up manpower to help their events run as smoothly as possible.

The CharityShadow Buddies

The Shadow Buddies Foundation is a Kansas City-area charity that offers emotional support, education and relatable plush dolls (“Shadow Buddies”) to chronically ill children and their families across the nation. The Shadow Buddies are designed to be just like the children, with scars, hospital gowns and even face masks, to give them a companion and ease their fears. To date, nearly one million Shadow Buddies have found homes with these brave little fighters.

The Impact

As much recognition as The Shadow Buddies Foundation has gotten, we’re excited to help them cast an even wider net. And while we’re here to help with their branding and improve their online presence, they’ve already got the support of some big names. In fact, the Page Turners got a very special message of our own when we were trying to choose our charity partner for the year:

So, ya know. No big deal.

Keep Up

To stay up-to-date on the Page Turners’ journey with The Shadow Buddies Foundation, be sure to follow our blog and like Shadow Buddies and TTP on Facebook!

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Integrating SEO & PPC

By | Apple, Online Marketing, PPC, SEO | No Comments

SEO and PPC: each has its own merits when it comes to online marketing, but it is becoming more and more clear that a combined SEO and PPC approach has even greater benefits. PPC provides a great way to get a company’s product or website seen, but it’s important that the ad is working to drive consumers to exactly what they are looking for at the right time. That’s where SEO comes in.

Untapped Possibilities in PPC

While PPC ads are a useful tool, evidence shows that about 70%-80% of searchers show preference to organic clicks, or unpaid search results, over paid ads. Google differentiates organic search from paid search by placing the paid results in a highlighted section at the top of the page, with the organic results below them. Some experts point to this preference to organic search as being due to an enormous amount of organic traffic in the consumer’s undecided phase–that is, when consumers are searching for things like, “top bicycle brands.” However, when a consumer is ready to buy, paid search works remarkably well in getting monetized conversions. The key thing to look at here is the opportunity to dip into that undecided phase to find new opportunities to get consumers to convert.


How can SEO help?

An important part of SEO is establishing your brand as an expert or leader in your industry. That means consistently providing high-quality content that consumers will eventually begin to recognize and come back to again and again. The truth is that consumers are much more likely to click on your ads if they know your brand. The essential first step in SEO is to do thorough keyword research on what terms and phrases people are searching for in your industry. This will allow you to write engaging and useful content on those topics.

Creating and sharing relevant and quality content is an ideal way to promote your website. However, doing this can take time. Using PPC will help you spread this quality content more quickly and get it seen by consumers who might never have seen it otherwise. In other words, you can use PPC to promote your content. This Moz article provides some useful information on how to use AdWords to figure out how to focus your combined SEO and PPC efforts by using each method’s strengths.

Creating and sharing relevant and quality content is an ideal way to promote your website. Click To Tweet

Hone Your PPC & SEO Strategy

Navigating through PPC and SEO can be time-consuming and confusing, especially for those with little experience in online marketing. The online marketing experts at Turn The Page can help. Call us today at (816) 527-8371 or (844) 889-5001 to learn more.


How to Benefit from Get to Know Your Customers Day

By | Get to Know Your Customers Day, Online Marketing, Small business, Small Businesses | No Comments

In today’s business world, the popularity of big box stores and online shopping have changed the way that many businesses are able to interact with customers. Unlike in the days of mom and pop stores, many business owners today never meet most of their customers in person. Customer service takes on a whole new meaning many of our transactions are now done over the Internet. The third Thursday of each quarter is now officially Get to Know Your Customers Day, which can be a great opportunity for businesses to take the extra time and effort to reach out to customers.


New Ways to Reach Customers

Take advantage of Get to Know Your Customers Day each quarter (January, April, July, and October) by finding new ways to reach and connect with your customers. The great thing about online marketing is that it allows you to reach your customers in a way that no one ever dreamed of even just 20 or 30 years ago. You can take advantage of this by using everything from social media to email marketing to connect with your customers in a special way for Get to Know Your Customers Day.

One idea we like is to create a reward-based survey and post it to social media. This will give you an opportunity to invite your customers to give you feedback about your products, services, and customer service. Plus, offering some type of reward, whether it’s a special coupon or discount, will show your customers that you truly appreciate them and what they think of your business. Make sure to use #GetToKnowYourCustomersDay to promote your post further on social media.

If you keep an email list, you could also send out an email thanking your customers for their support of your business and inviting them to fill out a survey or respond with their thoughts on how your business can improve customer relations. It might seem cheesy, but showing your customers that you truly care about them as individuals is one of the most important things you can do to as a business owner.

Ready to Show Your Customers You Care?

Make the next Get to Know Your Customers Day the day you connect with your customers in a new way and improve your business’s online marketing strategy.

If you’d like more help reaching your customers online and improving your online marketing strategy, call Turn The Page Online Marketing today at (816) 527-8371 or (844) 889-5001.


What to Expect in SEO in 2016!

By | Google Changes, Google Maps, Google My Business, Local Business, local search, mobile phone, mobile search, Mobile Websites, Mobile-Friendly, Online Marketing, Search Engine Optimization, Search Engine Optimization Changes, SEO, Small business, smart phone, Social Media | No Comments

When it comes to SEO, we unfortunately don’t have a guidebook detailing what to expect, or a crystal ball for predicting the date of the next algorithm change.

We do, fortunately, have some hunches about what we think is pretty darn likely to go down in 2016.

Check out what we think might be in the cards for online marketing in the next year.

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The Importance of an Editorial Calendar

By | Blogging, Content Marketing, Content Writing | No Comments

Content marketing is all about sharing relevant and useful information that helps to promote a brand or business and acquire customers. Successful content marketing means building a loyal following that trusts your brand for quality content and provides you with repeat business. The key to achieving a successful content marketing strategy is to consistently put out truly high-quality content that is focused on what your audience wants to see. What’s the best way to do this? Create and stick to an editorial calendar. Here’s why:

Developing a Well-Planned Strategy

Content marketing requires a lot of strategy in order to be successful. Understanding your audience is a central factor, and this is something that requires planning and evolving over time. Developing a content marketing editorial calendar will help you and your team come up with a strategic plan to get high-quality content on a regular basis. An editorial calendar will help you to plan out regular posts, alternate between different topics to avoid repetition, plan both time-sensitive and evergreen posts, and keep track of writing tasks and assignments given to different members of the team. The editorial calendar serves as a visual form of planning and communication that will help each member of the team contribute new ideas and keep track of deadlines.

Twitter Graphic 3, 4, 5 _ Option 4

Consistency is Key

Writing down a content marketing plan into an editorial calendar helps you and your team to achieve consistency in all that you do. An editorial calendar automatically instills a sense of accountability, making each individual more likely to deliver high-quality, relevant content consistently over time. Consistency is especially important when the goal is to build a following for increased blog traffic. A steady following can only be gained through being consistent in the type of content you put out day after day. Our favorite resource for creating an editorial calendar is Trello, a user-friendly platform on which you can create multiple boards and lists that can be assigned to different members of a team along with due dates and notes.

A Smart Content Marketing Strategy for Your Business

Need help with your content marketing? Connect with our content marketing team today to learn what our content marketing strategy expertise can do for you. Call Turn The Page at (816) 527-8371 or (844) 889-5001.

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Web Design Trends: What to Look out for in 2016

By | Web Design | No Comments

Much like with fashion industry, the tech industry is constantly in flux. Both industries experience trends behind the scenes and in what the end user sees. Unlike the fashion industry, however, web design trends won’t show up on a Paris runway. They show up on your potential customers’ mobile devices and laptops. In order to make yourself visible in a sea of competitors, you’ll need to stay on top the trends so your website doesn’t look and feel old fashioned. Here’s what to watch for in 2016 web design:Facebook Graphic 3, 4, 5 - Option 3 (5)

1. Material Design Domination

Google’s Material Design has had a bit of a meteoric rise in 2015. The trend reflects smartphones being the primary device people use to access the Web, over desktop and laptop computers. While it’s not new, Material Design is asserting itself and experiencing wide-spread adoption with new extensions and kits popping up.

2. Bold Colors and Typography

In our blog about Pantone’s 2016 colors of the year, we covered the importance of properly using color in your branding and marketing. Typography holds the same importance: different fonts convey different messages. Bold fonts will no longer be used solely in headlines, but all over the web.

3. Rich Animations

Animation is a great storytelling device, and many websites are using it to full effect, creating an engaging and entertaining user experience. While animations are awesome, using them sparingly is key; don’t just stick them anywhere. A well-placed animation will get your message across and ultimately attract customers because they like what they see. Animations fall into two categories:

1. Large Scale Animations

These are used as a primary interaction tool, and have a big impact on users with effects like pop-up notifications and parallax scrolling.

2. Small Scale Animations

These don’t require user input, and they include items like loading bars, spinners and hover tools.

Web design is constantly changing and evolving, and Turn The Page Online Marketing’s expert web development team stays on top of current trends. To learn how we can help your business grow, call (816) 527-8371 or (844) 889-5001 today.





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Star Wars Branded Everything: How Effective Was It?

By | Brand Loyalty, Branding, Star Wars | No Comments

As you may have heard — let’s face it, you’ve heard about it unless you were in a coma — a new Star Wars movie dropped late last year. The Force Awakens spawned products from cereal with pictures of Yoda and Darth Vader emblazoned on the box to shower heads and even Pop Chips. With unprecedented merchandising, according to Daniel Miller, Los Angeles Times film business reporter, it’s a fair question to ask, “Just how effective was it?”

Forcing the Force on the American Public

Miller weighed in on the sheer diversity of the branded products. “I came across Campbell’s soup that was branded with a Star Wars character,” he said. “I came across a Pottery Barn bed that was selling for $4 thousand that looked like the Millennium Falcon.”

A furniture shopper who’s also a Star Wars enthusiast with deep pockets has many options. That person may purchase a bed shaped like Han Solo’s spaceship just because it’s Star Wars branded. Can the same be said for someone who legitimately loves condensed chicken noodle soup? Maybe. Co-founder of the Ample Hills Creamery in Brooklyn, New York , Brian Smith befriended Bob Iger, CEO of Disney, and has churned out Star Wars ice cream. “The first week of selling Star Wars, we sold as many pints online as we had sold online in the year previous,” Smith said.

Brand Loyalty and Your Business

Great packaging and pictures of superheroes or science fiction characters have long been used to attract customers. It’s likely that you aren’t bizarrely connected with a Disney exec who can give you Star Wars licensing. However, you can provide the best quality product in your field, and get the word out about it.

Your online marketing efforts should hit your intended audience with the appropriate message, and your audience should be able to easily find you. While General Mills has the luxury of broad distribution and great shelf placement, your small- or medium-sized business has the distinct advantage of using search engine optimization (SEO), pay-per-click (PPC) and social media. Your customers will be just as likely to return if they have a great experience both online and in person as they are to catch the next installment of the Star Wars saga in 2017. (Although expecting a $37 billion revenue may be a tad unrealistic.)

Contact Turn The Page Today

Turn The Page can help with your branding and online marketing strategy. To learn more, call us at (816) 527-8371 or (844) 889-5001 today.


2015 Highlights

Turn The Page Online Marketing’s 2015 Highlights

By | Freaky Friday | No Comments

As 2015 nears its end, we decided to take a look back at some of the highs we’ve experienced this year at Turn The Page.

Anyone who knows TTP knows that we have a knack for “freakiness.” Our company culture is unrivaled and we are also very passionate about producing results for our clients.

Here are just a few of the memories that topped our year!

TTP Highlights

Though 2015 was a great year at TTP, we can’t wait to see what 2016 has in store for us and for our clients! If you’re looking to partner with a forward-thinking agency for online marketing, SEO, PPC, web development, content marketing, social media, and much, much more, give us a call today at (816) 527-8371 or (844) 889-5001.

Happy New Year to you and yours!

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5 PPC Tips for Total Adwords Beginners

By | Paid Search, Pay-Per-Click, PPC | No Comments

While all aspects of online marketing have their intricacies, I’d argue there’s no discipline as misunderstood and at times underappreciated than pay-per-click, or PPC, advertising.

On the surface, a business owner might get the basics of PPC. These are the ads that hang out at the top of the Google search results page, driving users to specific websites. Entrepreneurs might even understand how the ads are placed: through a complex system of bidding on target search terms.

If you’ve always wanted to know a bit more about PPC and all it encompasses, we’re providing a few tips you can use as a newbie to create an effective campaign — or at least to recognize a good campaign when you see one.

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