Welcome, fellow cycling enthusiasts! Let's take a spin through the scenic greenways of digital marketing trends.. As technology continues to evolve, so does the way we connect with riders, promote our brands, and enhance the overall cycling experience. In this article we’ll take a deep dive into the latest trends that are transforming the cycling experience and propelling the industry forward.
Personalized Customer Experiences: In the age of information overload, cyclists expect tailored interactions that speak directly to their interests and preferences. Brands like Canyon are leading the charge by harnessing the power of data to create personalized experiences across various touchpoints. By analyzing consumer behavior and preferences, these brands can deliver targeted social media ads, customized email campaigns, and tailored product recommendations, ensuring that each rider feels understood and valued. This personalization not only enhances the overall customer experience but also fosters brand loyalty and drives repeat purchases.
Immersive Content: In a world where attention spans are dwindling, captivating content is king. The bicycle industry is embracing immersive experiences through virtual reality (VR) and augmented reality (AR) technologies to engage consumers like never before. Imagine being able to virtually test ride a new mountain bike or explore the scenic routes of a cycling destination from the comfort of your home. These immersive experiences not only provide an exciting way for cyclists to interact with brands but also help potential customers make more informed purchasing decisions. By offering immersive content that allows cyclists to experience products and destinations firsthand, brands can create memorable and impactful brand experiences that resonate with their audience.
Social Commerce: Social media platforms have evolved beyond just a place to connect with friends – they have become powerful platforms for driving sales and generating revenue. With the rise of social commerce, brands in the bicycle industry are tapping into platforms like Instagram and Facebook to showcase their products and facilitate seamless transactions. This integration into social commerce is a crucial component of their omnichannel strategy. From shoppable posts to influencer collaborations, social commerce is redefining the way cyclists discover and purchase gear. Additionally, social commerce enables brands to tap into the power of user-generated content, leveraging the influence of loyal customers and brand advocates to amplify their reach and influence within the cycling community.
Community Building: Cycling is more than just a sport – it's a lifestyle and a community. Digital marketing allows brands to foster and grow these communities online, creating spaces where cyclists can connect, share experiences, and support one another. Whether it's through dedicated social media groups, virtual events, or user-generated content campaigns, brands are finding innovative ways to engage with cyclists on a deeper level. By building meaningful relationships with their audience, brands can create advocates who not only support their products but also spread the word to others in the cycling community.
Data-Driven Insights: In the digital age, data is a cyclist's best friend. By harnessing the power of analytics, brands can gain valuable insights into consumer behavior, preferences, and trends. From tracking website traffic to monitoring social media engagement, data-driven marketing enables brands to make informed decisions that drive results. By understanding what resonates with their audience, brands can refine their strategies and deliver more impactful campaigns that resonate with cyclists. Additionally, data-driven marketing allows brands to optimize their marketing spend and allocate resources more effectively, ensuring that every dollar spent delivers maximum return on investment.
Sustainability Initiatives: As stewards of the environment, the bicycle industry is increasingly focused on sustainability and environmental conservation. Digital marketing provides a platform for brands to amplify their sustainability initiatives and connect with eco-conscious consumers. From promoting eco-friendly products to sharing stories of sustainability efforts, brands are leveraging digital channels to showcase their commitment to a greener future. Additionally, sustainability initiatives can serve as a point of differentiation for brands, helping them stand out in a crowded marketplace and attract environmentally conscious consumers who prioritize sustainability in their purchasing decisions.
In conclusion, the bicycle industry is riding the wave of digital innovation, embracing new technologies and strategies to connect with cyclists in meaningful ways. Whether it's through personalized experiences, immersive content, or community building initiatives, brands are leveraging digital marketing to pedal their way to success. So, gear up, embrace the trends, and let's continue to explore the world of cycling together – one pedal stroke at a time!
Starting a business isn’t just about selling products or services-it’s about building a brand that resonates with your audience. It’s an opportunity for creative expression and will ensure your business has a unique, memorable identity that will stand out in the market. A comprehensive style guide will guarantee consistency in your brand, ultimately leading to a strong brand presence and great content. To help you on your brand journey, we are sharing our 4-part process to create a brand identity that stands the test of time.
Part 1 - Getting to Know Your Brand
When creating a brand identity, the goal is to channel your brand personality and values into a clear visual style. In order to create an authentic and memorable brand, it’s important to start with some questions. What is the product/service you’re providing? What is the story and mission behind the business? Who is your target audience? Narrowing down your story, demographic, and goals will help to pinpoint the visual style that will best suit the brand.
Part 2 - Conceptualize Your Vision & Create a Moodboard
Once you’ve defined the core values of your brand, it’s time to conceptualize. We recommend starting with a moodboard - it’s a great way to quickly generate ideas and see what aesthetic you gravitate towards. Some things to consider when looking for inspiration include:
When all is said and done, the moodboard should align with the vibe and purpose behind your brand.
Part 3 - Designing & Refining
Once a general style has been established and you have your vision in mind, it’s time to bring your brand elements to life. As these are important decisions, it’s easy to get stuck on one idea - we emphasize the importance of experimentation with multiple concepts for logos, color palettes, and style guides. Aim for at least three variations of these to help you discover what feels most authentic to your brand. Once you narrow down a singular concept, continue to refine your elements until they feel complete and authentic.
Part 4 - Brand Guidelines
As the finalization of your design elements takes shape, it’s crucial to create them into a style guide-your own brand guidelines. Your brand guidelines ensure consistency in how your brand is presented across various platforms. Remember that this should function as a rulebook for how to use your brand. Anyone you pass it off to should be able to understand how your brand should be implemented. At minimum, your brand guidelines should include:
Once all of these boxes are checked, your brand is ready to launch! Remember that you don’t have to stop here. As your business develops and evolves, so does your brand journey. There’s always room for more innovation and refinement, so keep pushing the boundaries of what your brand can achieve.
Understanding and managing email subscriber preferences is key to an effective email marketing strategy. We wanted to share Good & Gold’s approach which provides a month-by-month plan to help you master subscriber preferences, ultimately leading to more engaging and successful email campaigns.
Goal: The aim is to focus on subscribers who are most actively engaged with your brand, as they will provide the most reliable data for your initial tests and analyses. Plus, adding first and last name fields to your signup and preferences forms will allow you to send more personalized emails to new subscribers.
Task: Start by analyzing your email list to identify the most engaged subscribers. For larger audiences, segment those who have interacted with your emails in the last 90 days. It's also important to update your email signup form and email preference page to include fields for subscriber’s first and last names. This will allow you to personalize your campaigns to each subscriber.
Goal: To plan a varied approach that not only drives sales but also enables direct connection with your audience. Each type of content offers a unique opportunity to engage and understand what resonates with your subscribers.
Task: Develop a content calendar that includes a mix of sales promotions, brand stories, and important announcements. Incorporate creative approaches, like the successful Winter Horoscope campaign Good & Gold recently launched for Alfred Coffee.
Goal: The primary objective is to understand which specific elements of your email campaigns are driving engagement. By controlling one variable at a time, you can accurately determine the effect each has on subscriber behavior and preferences. This focused approach to A/B testing will provide you with clear, actionable insights to improve your email marketing strategy.
Task: Begin A/B testing with your email campaigns by varying one element at a time. This could include testing different email send times (AM vs. PM), experimenting with subject lines (using emojis vs. not using them), and altering the placement of your call-to-action (CTA in the header vs. after the body text).
Goal: The objective here is to gain clear insights into what specifically resonates with your subscribers and have that inform your strategy with your next campaign. Did you find that more people opened your campaign in the evening? Consider sending future emails in that time frame.
Task: Once you've conducted your A/B tests, it's time to dive into the data. Analyze which version of your email campaigns performed better and why.
Goal: To further enhance the personalization and relevance of your email campaigns. By now, you should start seeing patterns in what your audience prefers, allowing you to tailor your content more effectively.
Task: Based on your findings from Month 2, start refining your A/B testing strategy. Try changing the metrics you're measuring for each variable. For example, if you found that more people opened your email in the evening, you should consider testing to see if they actually placed more orders in the evening as well!
Also, now that you’ve likely gathered the names of some of your new subscribers, try testing personalization in some of your campaigns.
Goal: To establish a more targeted and effective email marketing strategy that aligns with your audience’s preferences. The aim is to increase engagement, which could lead to higher open rates, click-through rates, and ultimately, conversions.
Task: Take the most successful elements from your A/B tests and start implementing them in your regular email campaigns. This might involve changing your email send times, updating your subject line strategy, or reformatting your email layout.
By following this 90-day plan, you'll be better positioned to understand and cater to your email subscribers' preferences. Not only does this lead to more successful email campaigns, but it also helps in building a stronger, more meaningful relationship with your audience.
Need assistance in mastering the realm of email marketing? We've got you covered. Connect with us today for expert guidance on your next email marketing campaign!
In today's fast-paced digital landscape, local businesses face unique challenges and opportunities. This article is a deep dive into the transformative power of digital marketing, offering insights into best practices and tangible benefits of SEO, Paid Media, and Email Marketing. Our goal is to equip you with the knowledge and tools to elevate your business, with examples from our successful partnerships with clients like Stumptown Coffee, Alfred Coffee, Domaine Serene, and more.
Search Engine Optimization (SEO) is essential for enhancing online visibility and driving organic traffic. By strategically optimizing various elements of a website, such as content, meta tags, and backlinks, SEO aims to improve a website's ranking on search engine results pages. When done effectively, SEO helps websites appear higher in search engine rankings for relevant keywords, making it easier for potential customers to find and engage with them. A well-implemented SEO strategy can increase website traffic by up to 1000%, with businesses appearing in the top Google search results capturing up to 33% of user engagement.
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Client Highlights
Paid Media helps to extend a brand's reach and engages with a wider audience. Unlike organic marketing, it allows businesses to invest in targeted advertising campaigns across various online platforms, including search engines, social media, and display networks. This precision targeting enables brands to reach specific demographics, interests, and behaviors, ensuring their content reaches a wider range of potential customers. On average, businesses see a $2 return for every $1 spent on Google Ads, and a well-crafted ad campaign can increase brand awareness by over 80%.
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Client Highlights
Email Marketing is a versatile digital strategy that plays a pivotal role in building customer engagement, nurturing relationships, and fostering brand loyalty. Through personalized and targeted email campaigns, businesses can connect with their customers on a more personal level, addressing their specific needs and interests. Over time, email campaigns that contain valuable and consistent content cultivates trust and keeps customers engaged, ultimately creating loyal customers. Email Marketing remains a highly effective channel for engagement, boasting an average ROI of $42 for every $1 spent. Additionally, personalized email campaigns can lead to a 20% increase in sales opportunities.
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Client Highlights
Embracing digital marketing is no longer an option but a necessity for local businesses aiming for growth and sustainability. Through this article, we’ve shared insights and best practices that showcase the potential of SEO, Paid Media, and Email Marketing in driving significant results. At Good & Gold, we’re committed to helping businesses like yours harness the power of digital marketing to achieve your goals. If you’re looking to elevate your digital presence and drive real business results, we invite you to reach out to us. Let's work together to create a strategy tailored to your unique needs and objectives.
Happy holidays from the G&G team! This year our team chose a selection of great gift ideas from our clients. From bike panniers and specialty beverages to gift cards for local businesses, there’s something for everyone on your holiday shopping list.
Wishing you a warm & cozy holiday season and a happy new year! 🥂
In the vast landscape of digital marketing, you've probably noticed that keeping up with the industry's constant stream of new terms, jargon, platforms, channels, tools, algorithms, and targeting methods can be quite a challenge. The world of digital marketing moves at an astonishing pace, and if you blink, you might find yourself in an unfamiliar territory where everyone speaks a language of their own.
At Good & Gold, we take pride in staying at the forefront of this ever-evolving industry. But we don't stop there. Our mission is to simplify this complex landscape for our clients, to focus on what truly matters. In other words, we sift through the noise to build strategies and benchmarks that are laser-focused on delivering real, tangible results—no frills or empty promises. Our goal is to help you navigate this chaos so that you can put your energy into what's truly essential: your business.
Below, you'll discover the key terms that dominate our conversations when we're strategizing and reporting for our clients or working on our own marketing endeavors. Whether you're diving into digital marketing solo or partnering with an agency, this concise glossary should serve as your compass in this ever-changing terrain.
Sales Funnel: Imagine this as your strategic pathway for leading potential customers through a series of well-planned stages. Think of it like an actual funnel – broad at the top and narrower as you go down. At the start, you're casting a wide net to attract visitors to your website. Then, they gradually filter down, taking steps like downloading a resource or signing up for your email list. Finally, the goal is for them to reach the bottom of the funnel and become loyal, paying customers.
Brand Personality: This is like the unique DNA of your brand. Just like each person has their own distinct personality, your brand should have its own set of human-like traits. It's all about being consistent in how you express these traits in your content and communications. This helps you build a deeper connection with your target audience, who should resonate with these traits.
Click-Through Rate (CTR): CTR is all about engagement. It tells you the percentage of folks who didn't just see your ad, email, or search result but were intrigued enough to click through to your website. Simple math here: divide the clicks by the number of times it was seen, and voilà, you've got your CTR.
Conversion Rate: Conversion rate is like the gold at the end of the digital marketing rainbow. It's the percentage of people who not only clicked through but took a meaningful action on your site, like making a purchase or subscribing to a newsletter. It's all about turning curious visitors into active participants.
Cost Per Click (CPC): Imagine CPC as the price of admission to the digital marketing party. It's the fee you pay on platforms like Google Ads every time someone clicks on your ad. Keep an eye on this cost because it's like your ticket price to the dance.
Cost Per Thousand Impressions (CPM): Think of this as the cost for making a thousand impressions; kind of like renting space to showcase your brand. It's what you pay for every thousand times people see your ad. It's about getting your brand in front of the right eyes.
Cost Per Acquisition (CPA): This one's all about efficiency. CPA measures how much you spend on marketing and sales to acquire a new customer. It's like calculating how much it costs to win a new recruit to your brand's fan club.
Return on Ad Spend (ROAS): ROAS is the real deal when it comes to assessing your marketing's effectiveness. It's about tracking how much revenue your advertising generates for every dollar you spend. Think of it as the profit you're getting for your marketing investments.
Customer Lifetime Value (LTV): Picture this as your crystal ball for predicting the future – specifically, the future value of a customer. To calculate LTV, multiply the average purchase value by the average number of sales in a customer's lifetime and then subtract your company's costs. It helps you understand the long-term value of each customer relationship.
Customer Acquisition Cost (CAC): CAC is like the financial trail left by your marketing efforts. It's the total cost of sales and marketing required to win over a new customer in a specific time frame. It's all about knowing how much you're investing to grow your customer base.
Chatbot: Your virtual customer service agent! It's like having a computer program that can have real-time conversations with users, especially online. It's a nifty tool for engaging with your audience and providing instant assistance.
GA4 (Google Analytics 4): GA4 is the latest version of Google Analytics, a powerful web analytics tool. It's designed to help businesses gain a deeper understanding of user behavior across websites and apps. GA4 offers enhanced features like event tracking, improved reporting, and a focus on user-centric data, making it an invaluable tool for optimizing digital marketing strategies. Take a deeper dive into understanding the power of GA4 over on our blog in our GA4 101 article!
Cross-Channel Attribution Model: This is a sophisticated approach to tracking and assigning value to various touchpoints in a customer's journey across different marketing channels. It helps businesses determine the impact and effectiveness of each channel in contributing to conversions. By using a cross-channel attribution model, marketers can make data-driven decisions to allocate resources where they're most effective.
ChatGPT: ChatGPT is a cutting-edge AI chatbot powered by OpenAI's GPT-3.5 architecture. It's a versatile conversational AI tool that can be integrated into websites, apps, and customer service platforms. ChatGPT enables businesses to engage with users in natural, human-like conversations, providing assistance, answering queries, and enhancing the overall customer experience.
Generative AI: Generative AI refers to a class of artificial intelligence models, like GPT-3, that can generate human-like text, images, or other content. These models are trained on vast datasets and can be used for various creative and practical applications. Generative AI has revolutionized content creation, chatbots, and automation, allowing businesses to streamline processes and deliver engaging, personalized content to their audience.
Search Intent: Understanding a user's intent behind an online search is like deciphering their digital roadmap. It's about grasping the specific goal or information they're seeking when they hit those keys. At Good & Gold, we're experts at aligning your online presence with these intentions, ensuring your brand is found by those who seek it.
Impression: Impressions are like digital footprints, indicating how often your content or ads leave their mark on the web. They represent the number of times your content is displayed to potential customers in search results or across websites.
Organic Traffic: Organic traffic is the lifeblood of your online presence. It's those visitors who find their way to your website by clicking on the natural, non-advertising search results. This happens when your content aligns seamlessly with what users are searching for. We specialize in maximizing your organic traffic.
Engaged Session: An engaged session is a digital dance between a user and your website. It's when visitors actively participate, clicking through pages, spending quality time on your site, and immersing themselves in your content.
Canonical Tag: Think of the canonical tag as the referee of the web. It tells search engines which page takes the lead when there's a similarity or duplication of URLs. It's all about ensuring your content plays fair and gets the recognition it deserves.
Search Engine Results Page (SERP): SERPs are the landscapes where digital journeys begin. They are the pages that unfold when a user queries a search engine. At Good & Gold, we help you navigate and conquer these landscapes to ensure your brand shines brightly.
Meta Tag: Meta tags are like the storytellers of search engines. They provide hidden cues about your website, shaping how it appears in search results. These cues include the "title" and "description" that captivate users' attention.
Sitemap: Imagine a treasure map that leads search engines to your digital treasures. That's your sitemap. It helps engines like Google and Bing navigate your website, understand its structure, and uncover its gems.
Long Tail Keywords: Long tail keywords are the keys to unlocking niche audiences. These are specific, three- or four-word phrases that users type into search engines when seeking your products or services. We're experts at targeting these gems for your brand.
Keyword Rankings: Keyword rankings are your brand's digital stature. They gauge how well your website or pages stand in search engine results for specific keywords. At Good & Gold, we elevate your ranking game, driving more organic traffic your way.
4xx Error: In the digital realm, 4xx errors are like roadblocks on the information highway. They signal issues with requests, often due to syntax errors or resource unavailability. Users encountering these errors need a clear path, and we're here to provide it.
Schema Markup: Schema markup is the language search engines use to decode your website's content. It's like the Rosetta Stone for search engines, helping them understand your site's purpose and the information it offers. We speak this language fluently.
Local SEO: Local SEO is about putting your brand on the local map. It's the art of optimizing your online presence to shine brightly in local search results. At Good & Gold, we're your local guides, ensuring your business is easily found by those in your community.
Paid Search: In the world of digital marketing, Paid Search, also known as Search Engine Marketing (SEM), Paid Placement, or Pay Per Click (PPC), is like having a front-row ticket to the online arena. It allows advertisers to secure prime listings within the Search Engine Results Pages (SERPs) for specific keywords or phrases. This strategic approach involves investing to ensure your website shines brightly when users search for relevant terms, driving precisely targeted traffic to your digital doorstep.
Negative Keywords: Think of Negative Keywords as the skilled gatekeepers of your advertising campaign. These are search terms that smart advertisers actively exclude from their campaigns. By doing so, they sharpen their focus on more pertinent keywords, supercharging the return on investment (ROI). This ensures that ad spend is channeled toward keywords with the highest potential for conversion.
Retargeting: Have you ever felt like certain ads have a knack for following you around online? That's the enchantment of retargeting. When someone visits your website and then ventures elsewhere on the web, retargeting swoops in. It displays your ad as a display ad on various websites or social media channels. It's the wizardry of re-engaging potential customers who've already shown interest, leading them back to your digital realm.
Dynamic Retargeting: Dynamic retargeting takes this wizardry to the next level. It's like having a personal shopper for your potential customers. This strategy serves up ads meticulously tailored to users who've previously visited your website and checked out specific items. These ads feature images and details about the very products or services that caught their eye, making conversion a more enchanting possibility.
Behavioral Targeting: Behavioral targeting is akin to having a digital crystal ball. It delivers advertisements to individuals based on their past online activities. It's as if it can predict the type of content that will resonate with users, all based on their web behavior. Think of it as your marketing oracle, honing in on previous purchases or the websites they've visited to create a highly personalized advertising experience.
Geo-Targeting & Geo-Fencing: Imagine drawing invisible maps in the digital realm. Geo-targeting and geo-fencing do just that. Geo-targeting can be dynamically generated, like placing a radius around a specific location, or predefined boundaries. These tools let software trigger specific responses, such as displaying a digital ad or search result when a mobile device enters or exits a designated area. It's a bit like casting a magical net to capture the right audience.
Expanded Text Ads: Google has opened up new horizons with Expanded Text Ads. Now, advertisers can include an additional headline (for a total of 3) and an extra description line (for a total of 2) in all text ads. This expanded real estate on the Search Engine Results Page (SERP) is your canvas to seize more attention and potentially achieve higher click-through rates.
Affiliate Marketing: Affiliate marketing is your trusted strategy in the digital realm. It's like forming powerful alliances beyond your kingdom. Businesses reward individuals or organizations outside the company for bringing in new customers or visitors through ads or content on the affiliate's website. Affiliates receive compensation or product discounts based on the number of customers they draw into your kingdom.
Referral Marketing: Think of referral marketing as the realm of word-of-mouth enchantment. It relies on the influential voices of satisfied customers who recommend your products or services to others. It's the magic of informal conversations and the ripple effect of positive experiences.
Event Tracking: With Facebook's pixel implementation, event tracking is your guiding star through the labyrinth of digital interactions. It goes beyond monitoring revenue and conversions. This wizardry allows you to trace a customer's journey step by step. From form submissions to cart additions and newsletter sign-ups, event tracking provides a comprehensive view of user interactions, all within a single, mystical realm.
Sponsored Ads: Sponsored ads are the enchanted emissaries of your brand's message. They are meticulously crafted paid advertisements designed to shine a spotlight on a product or service. These promotions are often adorned with the label "sponsored" and strategically placed to captivate target audiences, generating interest and engagement.
Boosted Ads/Posts: Boosted ads or posts are like giving your content a magical elixir. They involve investing in promoting specific content on social media platforms. This enchanting strategy amplifies the reach of your posts beyond your organic following. It's a way to make your content more visible and engaging among a broader audience, as if casting a spell to draw them into your digital realm. You can learn more about the difference between boosted posts and paid social ads right here on our blog
Email Campaign: Think of it as your digital orchestra, a well-arranged series of email performances with a clear purpose. These emails, when composed correctly, harmonize with your audience.
Email Open Rate: The applause meter for your email show, measuring the percentage of delivered emails that captivate recipients enough to earn an open. It's your litmus test for subject lines and sender reputation.
Email Click Rate: The encore indicator, gauging how many attendees couldn't resist a second act by clicking on links within your email. It's the spotlight on your content and those all-important CTAs. Speaking of which…
Call to Action (CTA): These are your show-stopping moments, carefully crafted phrases or buttons that direct the audience to take action. It's your cue for engagement, conversion, or exploration.
A/B Testing: Your email's dress rehearsal, where your audience becomes the judge. They're divided into two groups, each experiencing a different version of your email. It's the grand reveal, showing which version stole the show.
Email Flows/Automations: Your email stage manager, orchestrating messages at precise moments. It's your digital assistant, making sure your emails deliver their lines at the perfect time.
Drip Marketing: Your scripted sequence, guiding your audience scene by scene. These emails are your plot twists, revealing your product or service's value gradually and irresistibly.
Email List Growth: The ongoing quest for new fans. It's your strategic blend of promotions, captivating content, and website optimization, expanding your email audience like a hit show gaining more viewers.
Email Deliverability: Email deliverability is the art and science of ensuring your carefully crafted email campaigns reach their intended recipients' inboxes rather than being lost in the vast expanse of spam folders or bounced back as undeliverable. It's like ensuring that your beautifully designed message not only gets sent but also gets seen.
HTML: Hypertext Markup Language, or HTML for short, serves as the backbone of web pages. It's the standardized system used to tag text files, enabling the magic of fonts, colors, graphics, and hyperlinks that make web pages engaging.
CSS: Cascading Style Sheets, or CSS, is the design wizard behind the curtain. It's a style sheet language that dictates the presentation of web documents written in HTML. Think of it as the artist's palette, handling everything from colors and layouts to fonts.
Javascript: This scripting language brings web pages to life, making them dynamic and interactive. When you click, scroll, or enjoy any other interactive element on a webpage, you're likely experiencing the magic of JavaScript.
HEX Code: Behind every beautiful color on the web is a HEX code. These codes, usually preceded by a #, define specific colors in HTML and CSS. It's like the secret recipe for your website's color scheme.
User Experience (UX): Think of UX as the feeling you get when you step into a cozy, well-organized store. On the web, it's about how users feel when they interact with your site or application. A great UX can be the difference between a bounce and a sale.
Checkout Flow: The checkout flow is your online store's equivalent of the express lane. It's the step-by-step journey a user takes to complete a purchase, from adding items to their cart to payment and confirmation.
Below the Fold: Just like a newspaper with content below the physical fold, web design has its "below the fold." This refers to the content you need to scroll down to see on a webpage. It's where you find more valuable information or engaging elements beyond what's immediately visible.
Need help making sense of it all? Contact us today!
Look no further for design inspiration for your holiday marketing campaigns! Our design team has rounded up their favorite trends and ideas for the 2023 holiday season. We’ve even included a simple checklist of tips for sprucing up your website for the holidays!
Go beyond the traditional red and green for your digital design this holiday. Use bright colors, rainbow palettes, and bold graphics to captivate your customers.
Bring the Bauhaus vibes! Pair bold and weighty graphic design and patterns with a simple, contrasting color palette.
Sparkles, metallics, starts, and yes, disco balls! Create a festive, non-denominational design thread that you can weave into your marketing from now until the New Year.
Leverage clever product photography and classic holiday shapes and colors to spark interest that subtly pulls shoppers into your campaigns and makes them want more!
Use fun fonts and enticing typographic layouts for your messaging to sleigh the season.
Dive into some archival ad campaigns to create a playful, vintage-inspired design vibe for your campaigns this year.
Holiday campaigns aren’t the only place to inject a little holiday cheer. Get your website ready for the holidays while creating a little seasonal whimsy with these digital design tips from our design team!
Add A Holiday-Themed Banner
Create a custom banner or header image that touts your exclusive holiday discounts, deals, or bundles. Use festive holiday elements in the banner design, like snowflakes, ornaments, or holiday colors.
Play With Color
Change up your website background colors or accent colors to reflect the season and spread cheer. Keep your brand identity in mind when choosing the hues to make everything feel unique to your brand.
Dress Up Your Logo & Iconography
Bring the Merry, Merry by adding a Santa hat, candy canes, a fir tree, or some holiday color to your logo for the season. Pepper in some seasonal iconography (we LOVE turning our icons into Christmas Ornaments) to really bring it home.
Let It Snow
Adding some subtle snowfall animation to your homepage is a delightful way to incorporate the holidays into your website.
Remember: Don’t Overdo It
Getting into the holiday spirit is a blast, but be wary of letting it take over your brand. You want to find the balance between leaning into the season and staying true to your brand identity. Try incorporating a few of your favorite tips from this list, and save the rest for next year!
Want some help getting your brand set up for the holidays? Our digital design services can get you there. Let’s talk!
In the dynamic realm of digital marketing, Facebook offers a treasure trove of options to boost your content's visibility and connect with a broader audience. Among these options, boosted posts and paid ads stand out as popular strategies. At first glance, they might appear similar, but they serve distinct purposes and come with their unique attributes. In this blog post, we'll embark on a journey to uncover the key disparities between boosted posts and paid ads on Facebook, shedding light on their individual strengths and best-use scenarios.
So, what’s the difference between boosted posts and paid ads?
So, what exactly is a boosted post?
A boosted post represents a feature that empowers you to amplify the reach of an existing Facebook Page post. In essence, it takes content you've already shared on your Page's timeline and infuses it with an advertising budget to expand its visibility and impact.
Now, let's explore the world of paid ads on Facebook.
A paid ad on Facebook represents a meticulously crafted advertisement tailored to achieve precise marketing goals. It stands as a comprehensive and versatile tool compared to its boosted counterpart.
The decision between a boosted post and a paid ad hinges on your marketing budget, objectives, and strategy.
If your quest is to attain maximum reach for a particular piece of content you've already shared with minimal time investment, boosted posts can yield impressive results. They often boast some of the lowest costs per result, occasionally as low as $0.02 per post engagement, along with cost-effective reach, defining how many accounts lay eyes on your post.
When your ambitions set sail towards well-defined business objectives such as driving website traffic, lead generation, or purchases, your best companions will be ads designed for these specific goals. While you can still leverage reach and engagement objectives and repurpose previous posts within your ads, the advanced targeting and expanded goal options will play a pivotal role in steering you toward your desired outcomes.
At Good & Gold, we understand that choosing between boosted posts and ads on social media isn't about what's "better." It's about selecting the right tool for your unique marketing goals and strategy. Both boosted posts and ads have their distinct advantages, and the decision should align with your objectives.
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When deciding between boosted posts and paid ads, we believe in aligning your choice with your campaign objectives. If your aim is to quickly promote existing content and foster social engagement, boosted posts are your friendly companions. However, when you have specific business goals beyond engagement and require laser-focused targeting, paid ads become the strategic choice.
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Both boosted posts and paid ads on Facebook are valuable tools for expanding your reach. Understanding their nuances and making the right choice based on your campaign objectives is paramount. Ultimately, it's not about one being "better" than the other; it's about selecting the right tool for the job and ensuring it fits seamlessly into your broader social media marketing strategy. Whether you're nurturing engagement or steering your audience toward conversions, Facebook provides the tools to help your agency scale its digital marketing efforts effectively. At Good & Gold, we're here to help you make strategic decisions and create impactful campaigns tailored to your unique needs.
Need some help navigating the world of social media marketing? We’ve got your back. Reach out today!
Black Friday and Cyber Monday (BFCM) aren't just dates on the calendar; they're the ultimate shopping extravaganzas. It's that magical time when businesses pull out all the stops to offer jaw-dropping deals, and shoppers eagerly wait to snag bargains. But here's the secret sauce behind a truly successful BFCM: a well-crafted Black Friday Cyber Monday SEO strategy. It's like the hidden key that unlocks the treasure chest of online sales. In this guide, we'll reveal how you can work SEO magic, and pair it with Paid Media and Email Marketing strategies to maximize your BFCM online sales.
Why Plan Ahead?
BFCM isn't just another shopping event; it's the Super Bowl of e-commerce. Here's why savvy businesses gear up for this mega-event.
Now, let's dive into the steps to craft a robust Black Friday/Cyber Monday SEO strategy that will help your e-commerce business shine during this epic sales event.
Keyword Research and Optimization
SEO keywords are fundamental to search engine optimization (SEO) and play a pivotal role in helping websites rank higher in search engine results pages (SERPs).
Content is the Queen of Everything
Leverage your blog section to its full potential by creating posts (or other website content) that highlight your BFCM offers, share bundle deals, and offer shopping tips. Inject as many keywords as possible to increase your ranking and presence in SERPs. Promote your content on social media to increase visibility and drive traffic from other channels to your website.
There are also ways beyond website copy to cater your content for BFCM.
Behind The Curtain: Technical SEO
Technical SEO is not as intimidating as you might think— you just need to hone in on a few essential directions. Here are the most important parts of technical SEO to pay attention to:
Increase Foot Traffic With Local SEO
Local SEO is a digital marketing strategy focused on enhancing the online visibility of businesses within a specific geographic area. It's all about helping local customers easily find nearby businesses when they search for products or services online. By implementing effective local SEO techniques around Black Friday/Cyber Monday, businesses can attract more proximal customers and ultimately drive more foot traffic and sales to their physical locations.
Monitor Your Analytics
You don’t want to discover that your tracking is not working properly right in the middle of the year’s most important sales event! Having correct tracking in place allows you to evaluate the results of your BFCM SEO strategy post-event, learn what went well, and discover what you can improve for your next big promotional event. Use the insights from past years to refine this year’s SEO strategy and adjust your efforts and tactics.
If you need a last-minute audit of your GA4 property to confirm that it’s tracking and reporting properly, reach out today! Our GA4 Tracking and Reporting team is ready to help make sure you have everything in place to report and review the results of your marketing efforts.
Multi-Channel BFCM Marketing
Pair your BFCM SEO strategy and campaigns with a robust Paid Social Advertising or Email Marketing strategy. Our comprehensive guide to BFCM and Paid Media is right here; give it a read, and reach out if you need help setting up a well-crafted paid media strategy for Black Friday/Cyber Monday. Depending on your email service provider (ESP), you can also leverage robust segmentation to engage your audience and capture even more BFCM sales. Read more about cross-channel marketing strategy here!
Now is the time to ignite your SEO strategy and propel your sales during this year's Black Friday/Cyber Monday season. Conduct thorough keyword research, optimize your site, and keep an eye on technical SEO. Ramp up your content marketing, encourage user-generated content, and embrace video. Localize your strategy for physical brick-and-mortar stores, ensure impeccable analytics, and pair SEO with your other marketing channels for a killer multi-channel BFCM marketing strategy. Make it count: elevate your brand awareness and customer base this BCFM!
Need some help creating a customized strategy catered to your brand and business needs? Let’s talk!
The early bird gets the worm, and the early marketer gets the sale. No matter what channel or channels you’re planning to advertising on, start your BFCM paid media campaigns well in advance. September may seem too early to begin planning your holiday advertising strategy, but trust us, it’s not. Building momentum and capturing the attention of early shoppers can set the tone for a successful season.
We’re laying out tips and tricks by paid digital marketing channel so you have everything you need to get your wheels turning.
Google Ads remains a powerhouse for Black Friday/Cyber Monday marketing. Make the most of it with these tactics:
TikTok is taking the digital marketing world by storm, especially if you’re looking to appeal to younger shoppers and influencers. Here's how to leverage TikTok for BFCM success:
Performance Stats
Formerly known as Facebook, Meta remains a top platform for BFCM marketing. Looking for tips and how to crush Meta ads (including Instagram) this holiday season? Look no further!
Performance Stats
In the high-stakes game of Black Friday/Cyber Monday advertising, a well-thought-out paid media strategy can be your golden ticket to success. Start early, harness the power of Google Ads, tap into TikTok's trendiness, and master Meta's ad platform. With these winning strategies, you'll be well on your way to a record-breaking BFCM season.
Don't wait until the last minute. Prepare your BFCM paid media strategy today and get ready to crush your sales goals this holiday season.
Need some help? We’ve got you covered. Get in touch today!
If you're in the business of outdoor lifestyle brands, you know it's more than just selling products—it's about selling an experience, a way of life. In today's digital age, the success of your brand largely hinges on your mastery of the art of digital marketing. In this guide, we'll delve into eight invaluable digital marketing strategies tailored to elevate your outdoor lifestyle brand's online presence and engage your audience effectively.
Before embarking on your digital marketing journey, it's essential to gain an in-depth understanding of your audience. Are they avid hikers, dedicated cyclists, weekend adventurers, or passionate about action sports? Each subgroup possesses its unique language, values, and role models or influencers. Understand them like you understand the backcountry. Dive into surveys, engage in social listening, and collect user data to gain insights into your target audience's preferences and behaviors. The more intimately you know your audience, the more effectively you can tailor your campaigns to their specific needs and aspirations.
In a world where mobile devices dominate, vertical video has emerged as the reigning format. Craft concise, visually captivating videos that are less than 60 seconds in length. Whether you're using platforms like Instagram Stories, TikTok, or Snapchat, vertical videos fit seamlessly into the mobile screen and effectively capture user attention. These videos should feature action-packed shots, vibrant visuals, and compelling storytelling. These elements serve as stoppers in the endless scroll, enticing viewers to engage with your content.
You may be creating exceptional content, but if it remains undiscovered, its value diminishes. Search Engine Optimization (SEO) is your trusty trail guide through the wilderness of online searches. Optimize your content for local search, identify and incorporate relevant keywords, and ensure that your website loads swiftly. Remember, your brand isn't just a brand; it's also a valuable resource for outdoor tips, gear advice, and adventure inspiration. Keep your SEO strategy up to date by monitoring trending keywords and conducting competitor analysis to help maintain a consistent flow of organic traffic.
Building trust is a cornerstone of successful digital marketing. Reviews, testimonials, and user-generated content are your secret weapons. A user's photo featuring your gear in a real outdoor setting often conveys more authenticity than any perfectly curated advertisement. Leverage the power of these authentic visuals by incorporating them into your product pages, scattering them throughout your social media feeds, and seamlessly integrating them into your email campaigns. Amplifying the authentic voice of your customers enhances brand trust.
Don't underestimate the power of a good collaboration—they can be a game-changer for your outdoor lifestyle brand. Whether you're partnering with influencers or curating community with complementary brands, a well-thought-out collaboration can expand your audience and bolster your brand's credibility. Remember: define the terms and objectives of your partnership clearly to ensure success. When both parties benefit, collaborations become a potent tool for achieving your goals.
Email marketing is a valuable tool for connecting with your audience, and it’s important to craft emails that stand out from the crowd in the inbox. Load your emails with value-packed engaging content, such as exclusive outdoor guides, insider tips, or early access to sales. Personalize your emails based on user behavior and segment your email lists to deliver targeted messages. By doing so, you elevate the email experience from being seen as a nuisance to being viewed as a valuable resource.
Data analysis is your compass in the digital landscape. Regularly monitor your metrics, including engagement rates, click-through rates, and the ROI (Return On Investment) of specific campaigns. Use these insights to fine-tune your strategies, abandon what's ineffective, and double down on successful approaches. Real-time analytics provide immediate feedback, while deeper dives into data sets inform long-term strategies. Cultivate a habit of checking and interpreting these numbers to continually optimize your digital marketing efforts.
While digital ads may attract attention, it's your brand that forges a lasting connection and turns clicks into conversions. Invest in your brand's storytelling, values, and aesthetics. This isn't a separate endeavor from digital marketing; it's what gives your digital efforts depth and meaning. Consistency in brand messaging across all channels is essential. Ensure that your visual elements resonate with your audience and authentically reflect your brand's ethos.
Whether you're a seasoned marketer looking to refresh your strategy or a startup embarking on a new adventure, these digital marketing insights are your guiding stars. Implementing these strategies can empower your outdoor lifestyle brand to soar to new heights in the digital landscape.
Ready to elevate your digital presence? Let's chat. Schedule A Call Today!
Are you delving into the world of website migrations? Maybe you’re specifically focusing on how to preserve your SEO during a Shopify website migration? Whether you're a business owner exploring the perks of an ecommerce venture or a brand looking to revamp your digital presence, this guide will unravel the essentials for a smooth transition that keeps your SEO intact.
So, what exactly is a website migration? Imagine it as a digital makeover; a process of moving your website from one location to another, often involving changes in design, structure, and even content. As ecommerce experts, we recommend Shopify, an ecommerce platform that offers unparalleled perks for your online store. But why do clients opt for a website migration?
Brands evolve, trends shift, and businesses grow. A website migration can be triggered by a spectrum of reasons, including:
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A successful website migration involves an orchestra of skilled players, each with their unique specialty:
Here's a quick checklist to ensure your website makeover doesn't leave your SEO efforts in the dust:
A website migration might sound daunting, but with the right team and approach, it's a stride towards an improved digital presence. Shopify's allure combined with a strategic migration plan will not only transform your website but also preserve and enhance your SEO efforts.
A smooth migration doesn't just ensure your website's success— it paves the way for your business to thrive in the dynamic digital landscape. So, whether you're diving into Shopify for the first time or giving your brand a facelift, consider a website migration. It’s a step towards a digital journey that's as exciting as it is rewarding.
We have a long-standing relationship with Bernardo 1946, partnering to drive success on their digital marketing channels with excellent results and ROI. We recently revamped their email marketing channel—read on to see how we knocked it out of the park!
In less than 3 months, we increased Bernardo’s email campaign-driven revenue by 106%! The brand was looking for an email strategy to increase engagement and revenue within Klaviyo. By designing an email system that reflected their sophisticated, timeless brand and leveraged thoughtful subscriber segmentation, we built an immersive ecommerce experience that benefits both the consumer and the brand.
We developed a multi-channel paid media strategy around seasonality, allowing us to deliver a return on ad spend close to 1,000% even in historically slower months. Bernardo needed to stand out in an overwhelmingly crowded footwear market, drawing attention to the quality and craftsmanship of its heritage brand while also appealing to modern digital shoppers. The brand was also hoping to drive consistent seasonal revenue, with a focus on conversions for both iconic best-sellers and newer footwear designs.
Impressed? We are too! To browse our services, see our certifications, and learn more about how our work can help take your brand to the next level, click here.
On July 1st, 2023, Google Analytics 4 will officially become the go-to source for recording and analyzing your website’s performance. Below, our Marketing Operations Analyst lays out everything you’ll need to know when you start using your new GA4 property after Google makes the change.
One of the biggest changes coming with GA4 is the move from UA’s session-based tracking to event-based tracking. If you said “HUH?!” after reading that sentence, you’re not the only one! Allow us to elaborate:
Universal Analytics uses a measurement model that focuses on sessions and pageviews, and other distinct “hit types”. In Google Analytics 4, every interaction with your website or app is categorizes as an “event”:
For this reason, it’s better to rethink your data collection approach as you migrate to GA4 (as opposed to porting your existing event structure straight from UA). We take a deeper dive into this in the “Events” section below, so keep reading for more!
You’re probably used to understanding your website traffic performance by navigating to “Channel Reports” in Universal Analytics: Acquisition >>> All Traffic >> Channel Reports. There, you’d dive into users, sessions, bounce rate, and overall channel performance.
In GA4, with the new interface and terminology, you will now navigate to Life Cycle >>> Acquisition >>> Traffic Acquisition Report:
Unlike in UA, GA4 does not allow the creation of Custom Channel Groupings. *GASP!* This means you’ll need to change how you’re interpreting your data to use GA4’s Default Channel Grouping. If this one hurts a little, never fear: we expect that Google will make accelerated enhancements to their GA4 product to offer more of the custom UA features we all know and love. Custom Channel Grouping is one of the important features used to make sure unassigned or “Other” categories would not catch important sources of traffic that should have been assigned to a different channel.
When you look at “Users” in a GA4 property, you’ll notice that the number does not match the number of users you may be seeing in your UA property. Turn off the alarm bells folks—that difference is actually intentional. Here’s why:
GA4 has done away with the “Bounce Rate” metric, and has instead introduced a “User Engagement” metric that includes the number of engaged sessions along with average engagement time per session. GA4 defines an engaged session as one that “lasts 10 seconds or longer, has 1 or more conversion events, or has 2 or more page or screen views.” If a user doesn’t meet that criteria, the session is considered a bounce.
In order to get detailed reports about user engagement with your website and content in GA4, you will need to get used to the interface and use the editing functions to land a report that you want to see. For instance, if you want to see how engaged your organic visitors are, you could further edit and filter your traffic acquisition to look like the below report:
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As we mentioned earlier, GA4 focuses on Events, which are actions that visitors take on your website. By default, GA4 tracks and records the following events:
In addition to these, GA4 also allows you to track “enhanced events”, which will need to be manually enabled within your GA4 environment:
Once all events are set up and dialed in, you can dive into GA4’s reporting on those events by navigating to: Life Cycle >>> Engagement >>> Events to get a full picture of how users are interacting with your website:
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Last, but CERTAINLY not least—in fact, it’s perhaps the most important change coming with GA4: The Conversions Report!
“Conversions” in GA4 are essentially the equal of “Goals” in UA: they’re the actions taken by visitors on your website that align with your business goals and objectives. These metrics can provide insight into whether or not your marketing efforts have been successful. A user purchasing from your store is considered as valuable to your business as a user subscribing to your newsletter, so both are counted as “conversions” in Google’s new analytics approach. Conversions will have a dedicated report in GA4, which you can find under Life Cycle >>> Engagement >>> Conversions.
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While GA4 will automatically track a couple of conversions, these are mostly specific to web apps, so lead gen and ecommerce sites still need to be sure conversion events are defined and tracked properly in the new property.
Remember, the sooner you migrate from UA to GA4, the better! Migrating before the deadline will give your new GA4 property enough time to gather data in parallel with your existing UA property. Plus, your team will have time to get used to all the brand new interface, reporting, and terminology that comes along with the upgrade. If you haven’t migrated your Universal Analytics property to GA4 yet, don’t worry—we’ve got you covered! Fill out our GA4 Migration Form today to get your inquiry started.
WOW, that’s a lot of information! Want more? Subscribe to our newsletter to hear updates about the GA4 migration and get digital marketing tips and more from the Good & Gold team.
Google Analytics is one of the most powerful tools for tracking website performance and user behavior, providing valuable insights into how users interact with your website. On July 1st, 2023, Google Analytics 4 will replace Universal Analytics. This means that after July 1st, Universal Analytics properties will stop processing data, and Google will force a property migration if you haven’t proactively made the switch. But NEVER FEAR, Good & Gold is here with answers to your most pressing questions about the change and why you should make it. We’re here to help your business migrate from Universal Analytics to GA4!
With the migration to GA4, Google is making a significant shift in its approach to its data model, cookies, and privacy implications:
UA is built on a session-based data model, with goals measured by sessions rather than users. For example, if a user watches three videos in one session, UA only counts this as one “conversion”. With GA4, Google shifts to an event-based data model, which means that in our previous example, each of the three video plays count as a “conversion”.
Cookies and data privacy are challenges that Google is also addressing with the transition to GA4. As data privacy concerns arise, more and more users want to opt out of sharing their data, and as they do, the UA analytics model can no longer report on website users and traffic as accurately as before. GA4 is designed to fill these collected data gaps using machine learning and other adjacent protocols called “blended data”. It’s also designed to rely on first-party cookies, keeping user data private as they move from website to website.
Well, ya kinda HAVE to. Google will force the upgrade on July 1 if it’s not already been made. But aside from the fact that it’s required, here are five great reasons to upgrade from Universal Analytics to Google Analytics 4 today:
This new version of Google Analytics isn’t just a platform change or OS upgrade, it’s a whole new system. GA4’s advanced machine learning capabilities and cross-device tracking will provide you with a complete picture of your customers' journeys, allowing you to optimize your website for maximum engagement and conversion. With GA4, you'll gain powerful insights that will help you make informed decisions about your website and digital marketing efforts. In addition to the data collection model change we outlined earlier, GA4 has improved key pain points:
If you snooze on the migration and simply don’t perform it, Google will upgrade to GA4 for you. While the automated upgrade might work for smaller businesses with simple analytics set ups, businesses with robust custom tracking and any unique configuration will likely see their analytics properties breaking, leading to gaps in data collection and missed opportunities in analysis and privacy protection.
To ensure your unique business goals and objectives are properly migrated from your Universal Analytics environment to your new GA4 set-up, you’ll need to prioritize this upgrade well before July 1st. Depending on how complex your tracking needs to be, this switch can take up a month to properly configure and complete, so DEF don’t delay! Here are five basic steps to get you started:
Need some help? We’ve got your back. Ask us about our GA4 Migration Services and get the process started today! With our extensive knowledge, Good & Gold can seamlessly migrate clients to GA4, ensuring your digital marketing efforts are optimized for success!
If you haven’t noticed already, Web3 has permeated discussions about the current state of the internet. While it’s true that we are still in the early days, how it is already affecting and will continue to affect digital marketing is becoming increasingly clear, and we’re at the point where it is already having a noticeable impact.
But first, let’s start with the basics:
Web 3 is, at its core, the theory that the internet will evolve away from centralized, tightly controlled platforms (like Facebook, Twitter, and Amazon) towards a decentralized model that better incentivizes and rewards creators while expanding ownership to a broader base of users.
Tim Berners-Lee, widely credited with the ideas that formed the current incarnation of the Web, describes it as the Semantic Web, “not a separate Web but an extension of the current one, in which information is given well-defined meaning, better-enabling computers and people to work in cooperation.”
When discussing decentralization, we’re referring to anywhere you can eliminate a middleman. Perhaps you’d like to be your own bank or make money directly from content that you create without having to go through somebody else’s centralized platform.
You may have heard the term Web3 referred to as “the same as blockchain or crypto”. While it’s true that one vision of Web3 is heavily centered on those technologies, they only play a part in the full tech stack of the next generation of the internet:
Artificial Intelligence is generally a blanket term for technology that allows machines to act, learn, and communicate as people do. Machine learning is a path towards that, but needs a lot of help from us to achieve its goals. That’s where Large Language Models come in,, like ChatGPT, BERT, and the various models of Hugging Face.
These models need to be trained by people. You do this each time you use ChatGPT or give DALL-E a prompt. Ultimately these models learn from us and are a reflection of our communal feedback.
In the future these models will help guide the way toward a decentralized web by reducing the need for human moderation and intervention, significantly reducing costs, and increasing the efficiency of everything from safely using social media platforms to giving medical advice to searching for new recipes.
First, let’s talk blockchain and crypto. While it’s a small part of Web3, it’s had an outsized presence over the past few years. NFTs in particular are already changing advertising:
Non-Fungible Tokens are still in their “toy phase”, and while most people still think of them as silly jpeg, we’re just scratching the surface of what these will become. Ultimately they’ll represent any digital representation of a real-world item that needs confirmation of its authenticity or benefits from being able to be transferred or traded quickly.
Some examples:
However, for most brands, the more immediate benefits of Web3 come from two areas:
The no-code/low-code movement takes out much of the need for traditional developers and aims to enable non-coders to develop applications without the need to filter their goals through developers and programmers. Squarespace and Webflow are all excellent examples of this that you can use today!
Meanwhile, platforms like bubble and weweb will allow businesses and marketing agencies to develop full-scale applications from scratch without code. Some examples:
Many digital marketers have already been using machine learning in their day-to-day without realizing it. Google Ads’ optimization and performance campaigns work via machine learning. Additionally,, if you’ve ever used Grammarly to help improve your copywriting, that’s based on machine learning too!
Some additional great examples of tools that can help bring your efforts to the next level include:
Ultimately, Web3 in all of its forms will change the way that we create and interact with the internet and with each other, but these advances, just like the applications and platforms we use today, are tools that need your creativity and passion to get the most out of!
So, what to do with all this knowledge? At Good & Gold, we’re developing effective ways for our team to leverage these powerful new tools across all our digital marketing services. We’re also keeping a close eye on the line between staying relatable, creative, and human, and using these tools to increase efficiency and accuracy in our work. In short, we’re doing the heavy lifting so your brand can benefit from this exciting digital future organically and gracefully.
When facing an impending recession and changes in customer spending habits, the best two digital marketing channels to focus your efforts and budget on are SEO and Email Marketing. Working with a professional team (like us!) can help to drive great results when your budget is under more pressure than ever.
Content Authority
Curate fantastic, high-quality content that positions your brand as an expert in your industry, then present it concisely, relevantly, and consistently. Reference authoritative sources with links, and submit backlink requests to increase your content’s authority and value in the SERPs.
Content Diversification
Creating authoritative content isn’t the last stop on your 2023 digital marketing journey. How that content is presented is also something to consider. Sure, throw that wonderful content up on your blog, but in 2023 it will also be important to develop content for other sections of your website. Including copy on your product pages, incorporating infographics and video on your website and social channels, experimenting with content length and voice, and even creating audio content will be key.
Machine Learning/AI
In 2023, we can expect to see AI take a central role in digital marketing, and especially SEO. Machine learning will help with understanding user intent through search queries, personalization, and even voice search (more on that just below). It can also be leveraged to hone in on trending topics in your industry, help choose what to write about in your content strategy, and save time on technical SEO work like keyword research, internal linking, and content optimization.
Voice Search Optimization
Voice search has become a popular way to navigate the web (shout out to Siri, Alexa, and “OK, Google…”). This means incorporating voice search strategy into your SEO in 2023 is a must! Think about it like this: people who type a query into a search bar and people who ask Siri questions are trying to get to your content in two very different ways. Understanding your customers and their device behavior is key here, as well as focusing on a conversational keyword strategy, creating content tailored for different customer personas, and using Schema Markup to provide additional context.
Brand Storytelling
It’s really, really easy to think of email primarily as a selling tool, and yes, it is GREAT for that, but it’s also the number one place outside of your website that you have the most control over your content and what you share. In 2023, focusing on telling your brand story and increasing customer loyalty via your email program will be key to your digital marketing strategy. This goes beyond copy to imagery, email design, personalization, and more.
Email Automation & Segmentation
Email automation and segmentation are becoming more and more of a best practice rather than a trend, and in 2023 will be a major engine for growth in the digital marketing world. If you’ve already got the basics set up, it’s time to get creative, and the possibilities are almost endless, especially when you combine the power of email automation with robust and thoughtful segmentation of your subscriber audience.
Interactive Emails
We’re all familiar with the “static” experience of email marketing, where content is buttoned up and delivered to subscribers with the goal of sharing information and getting subscribers onto your website to engage and/or make a purchase. With interactive emails, however, we’ll see users submitting information or seeing the latest data, for example, without leaving their inbox—and ROI from your email channel will climb along with this new trend!
Return Customers vs New Customer Acquisition
Appealing to new customers is a surefire way to expand your customer base and reach, but in 2023, we may see more ROI from nurturing return customers and rewarding customer loyalty in your digital marketing strategy. The most effective way to do this is through your email program, or by developing a loyalty rewards program!
Ready to dive into 2023 digital marketing strategy and brainstorm how to capitalize on these digital marketing trends? Let’s talk!
Paid Media Trends
Digital Design Trends
Cheers to 2022 🥂
We’re making spirits bright this holiday season with our favorite cocktail (and mocktail) recipes! Pour yourself a drink (or two) and cozy up with our rockin’ holiday playlist and favorite gift recommendations.
See you in 2023!!! 👋 Until then, enjoy our holiday playlist on Spotify:
We hope you enjoy our Holiday Playlist on Spotify—pairs perfectly with any one of these cocktails, by the way! Wishing you a bright holiday season and a sparkling new year!
Bonne Année
Back in the days of Don Draper & co., there were really only three main marketing channels: print, radio, and eventually television. Simple enough, right? With the rise of digital marketing, however, the marketing channel possibilities seem endless! Here, we’ve focused on breaking down digital marketing channels, all of which can be leveraged together to create the omnichannel marketing strategy of your dreams!
Search Engine Optimization (SEO)
Once you’ve got a website in place, SEO is the first marketing channel to hone. Customers find your site because of SEO. Keyword research, incorporating those keywords into your website content, and following SEO best practices to shore up your site’s authority are the basic foundations of this marketing channel, but there’s so much more this often-undervalued channel can do for your brand and your marketing strategy!
Paid Media / Paid Social
The ultimate “spend money to make money” marketing channel, paid media is a surefire way to expose your brand to potential customers that aren’t already searching for you or what you offer. It’s also great for retargeting customers who need a few more touchpoints before making a purchase. No matter the platform (Google, Instagram, TikTok, Spotify, etc…), paid media tactics almost always garner instant results—if you’re willing to invest.
If you’re looking to move the needle quickly, this is the digital marketing channel for you.
Email Marketing
Apart from your website, email marketing is the main “owned” digital marketing channel you can leverage for your business. You have full control of the content published on this channel and who it goes out to (as long as they’ve opted in). Depending on the platform you choose to house your email program, you can leverage email campaigns, automation, segmentation, and even SMS messaging to reach your subscribers. You can also create custom email templates that reflect your brand look and feel—one of the best and most customized ways to draw subscribers into your world!
Referral & Loyalty
Word-of-mouth marketing for the 21st century! Referral & Loyalty programs and marketing help you develop a community around your brand by focusing on the relationship with your existing customers, rewarding them for returning, telling their friends, and making repeat purchases.
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Feels like a lot to take in, huh? Luckily, we’re experts in these channels, and in leveraging their strengths to create multichannel and omnichannel marketing strategies! Click here to learn more about our service offerings and how we can help your business excel in 2023. And keep reading to understand more about what, exactly, omnichannel marketing is and how it differs from multichannel marketing!
Multichannel marketing is a product-centric marketing strategy (as opposed to a customer-centric strategy). Utizing multiple marketing channels like the ones we’ve delved into above, multichannel marketing positions your brand and/or product and appeals to audiences in multiple arenas of the digital marketing world. If you’re currently advertising on more than one channel, you’re already engaging in multichannel marketing!
While this is absolutely an effective marketing strategy, Good & Gold believes that the real, sustainable, and scalable marketing power lies in omnichannel marketing. This digital marketing approach centers your customers by creating a wholistic strategy across all your marketing channels, breaking down the customer experience and keeping it top of mind in every step of the sales funnel.
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Managing these strategies and channels can become complicated, especially if your business is small, or you’re wanting to focus your internal team’s time and resources in other areas. That’s where we come in! The omnichannel marketing experts here at Good & Gold can help you with everything from strategy to content creation to implementation and performance monitoring. Get in touch with us today, and let’s get started on your 2023 omnichannel marketing strategy!
Creating stand-out holiday designs for marketing can be a challenge during the busiest time of year for ecommerce, so our team put together some graphic design inspiration and handy tips to help get your creative wheels turning!
For this teaser-style ad, Ikea uses a minimalist design with lots of empty space and simple copy, along with a tiny fir tree branch to signify that anticipation for the holiday season is growing. Well-executed design that sparks intrigue and interest while remaining familiar and eye-catching.
Now is the time to get your gift guides out into the world! We particularly love this multi-product, grid-style layout which gives a clear idea of the brand’s offerings and a glimpse of how the products look.
HOT TIP: Creating curated seasonal collections on your website works hand-in-hand with this design approach and allows you to sending shoppers exactly where they need to go!
We love the use of dark colors in this email. It still feels like the holidays to shoppers, and works for brands that like to lean into a darker asthetic (instead of the usual bright red to indicate the holidays). The pink accents offer another variation on that bright red we’re used to seeing, and the dark green layered over an even darker background gives a modern look to the campaign. Using familiar holiday ornament shapes as masks for the product images takes this design to the next level and insures the products themselves stand out.
Gift cards are standard offerings when it comes to marketing for the holidays, especially with the tried-and-true “last minute gift” approach. You can, however, make your ads (and the gift cards themselves) feel extra special and precious by leveraging a high-resolution mock-up of the card itself. Add highlights and shadows to make the ad feel more tactile for shoppers.
Lean into the season with your photo shoots by dropping your products into wintry situations. RXBAR does a great job at featuring clearly seasonal content while keeping the focus on their products.
HOT TIP: Choose product colors strategically to play into the holiday designs for marketing!
Good Pair Days staging their wine products with wrapping paper is doing the trick! The brand’s colors are fresh and light, and they pull in a holiday focus by using the wrapping paper. This approach works well for pre-holiday ads, or for brands wanting a more subtle vibe in their marketing for the holidays.
Using product shots staged with holiday decor is a classic and always fun approach to holiday designs for marketing.
HOT TIP: Incorporating a monochrome color scheme for the background elements allows your products to stand out and feel festive without the design feeling too crowded.
Vintage never goes out of style. Classic holiday shapes and illustrations give a homey, nostalgic feel to any campaign. Plus, it’s easy to sneak fun typography and patterns into artwork like this, giving even more opportunity for festive flair!
Don’t underestimate the power of good copy and simple design. Scrub your vocabulary for a common thread between your slogan and popular holiday phrases. Clever copywriting opens the door to a memorable, brilliantly simple campaign.
We’re seeing lots of big companies staging their products to represent a classic Christmas shape or character. This is a good way to pull your audience in by getting them to pause and take time to understand the dual purpose of the design. We think this is a fun exercise that could be achievable with any product!
Get creative and use an unexpected medium! Giving ordinary brand elements a festive twist is the perfect way to spruce up your brand’s marketing for the holidays. Here, McDonalds used twinkly lights to illustrate their classic menu items, enmeshing the spirit of the holidays with their already recognizable brand.
Brands that aren’t into focusing on the holiday season can buck tradition while still capitalizing on the big shopping days with unique imagery and copy.
Go with a wintry theme. Icy, blustery imagery implies the onset of winter without a specific holiday focus.
HOT TIP: Cool blues, silvers, and deep midnight hues are a great way to change up your designs without hitting shoppers over the head with the “holiday” of it all!
Get graphic! Bright colors, cheeky slogans and fun illustrations can wink at the holidays without any of the (jingle) bells and whistles.
