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If you’ve ever Googled something before, you’ve probably noticed how popular brands are ranked higher on your search page. 

You may ask yourself, “Where do I start?” Or, “How can I get users to see my page on top of search results?” 

We’ll guide you through our 10-step keyword research checklist to help answer those questions and create a solid foundation for your SEO content strategy. 

What Is Organic Keyword Research & Why Is It Important?

Organic keyword research is the process of analyzing data on user search queries and determining what phrases are key to use in your content. Doing this helps enhance your site’s Search Engine Optimization (SEO), naturally boosting it higher on search results without paying a cent. 

It’s important because people are constantly searching for words or phrases to find what they’re looking for. That’s essentially your job when doing organic keyword research – to give people the information they’re looking for. 

You can also rank higher on paid search results, but for this blog, our focus is on your organic keyword strategy. 

Benefits Of Organic Keyword Research

  1. Increase Organic Traffic 

Organic keyword research will help you rank higher in the Search Engine Results Pages (SERPs) for relevant keywords. When you rank higher, you’ll likely see an increase in organic traffic to your site. 

  1. Increase Conversion Rate

After an increase in organic traffic, you’ll likely see an increase in conversion rates because your keywords will be specific to your user’s needs. They’ll find what they’re looking for on your site and will be more likely to take an action, such as purchasing your product or service. 

  1. Stay Up-To-Date With User Behavior  

After following our keyword research checklist, you’ll be able to keep up with your target audience’s current search behaviors. By analyzing keywords your users are actively searching for, you’ll gain valuable insights into your audience’s current interests or needs to create effective marketing strategies.

shutterstock 695980678 1 Keyword Research Checklist: 10 Easy Steps to Boost Your SEO

Need a simple summary of our keyword research checklist?

10-Step Keyword Research Checklist

Want to learn how to do keyword research? Follow these 10 steps to build a foundation for your SEO content strategy. 

Step #1: Brainstorm Topics Or “Seed Keywords”

To start your keyword research process, think about your business goals. You understand your business the best, so make a list of potential topics to target. 

Seed keywords are broad topics related to your business. Put together a list of words or phrases you think users will search to find your website.  

How To Start Brainstorming Seed Keywords: 

  • Use Google SERP features by typing in one of your seed keywords. You’ll see what ranks high or low based on your search term. 

You can also scroll down to the bottom of the search page to see what “People also search for…” 

Google Search Engine Results Page feature showing what people also search for when searching Olympics
  • Google Autocomplete shows you what users are searching based on the word or phrase you’re using.
Google Autocomplete showing what people might search when looking for bird feeders
  • Browse your seed keywords in an incognito window. 

We do not recommend relying on ChatGPT to give you a finalized set of keywords because it can give you misinformation. It also limits you on keyword relevance because AI can’t give you search volume. Use ChatGPT as a guide to help brainstorm ideas, and remember to fact-check answers. 

Brainstorming is the starting point – keep following our keyword research checklist to reach the finish line. 

Step #2: Understand Keyword Intent

After brainstorming topics to rank you higher on SERPs, it’s time to understand your user’s keyword intent. 

Keyword intent helps you know where your user is in their decision-making process. Determine the purpose behind your user’s search using the 4 different types of keyword intent.

  1. Informational 
  2. Navigational
  3. Commercial
  4. Transactional

You can narrow this down by further understanding the different marketing funnel stages. Are they showing awareness, consideration, conversion, loyalty, or advocacy? 

Ask yourself “Who exactly am I writing to, and why are they searching for x, y, z…?”

Understanding your user’s keyword intent helps you target keywords to meet their needs and improve your website visibility. 

Step #3: Use Long-Tail Keywords 

Long-tail keywords are specific phrases or questions targeting more unique and detailed searches. 

They have less volume and less competition because they’re more precise and less commonly searched. This makes visitors searching for these terms more likely to make conversions because they’re interested in what you have to offer. 

Once you know your user’s keyword intent, prepare a list of long-tail keywords they might search to find an answer. 

Step #4: Understand What Search Engines Are Ranking 

Google ranks websites based on relevance, authority, and volume. There are also some other ranking factors to take into consideration. 

Your keywords and phrases must be relevant to your business, but most importantly to your target audience. Focus on what the user wants, not the search engine. Use keyword intent to impress Google with relevant content. 

Use internal and external links to boost your topical authority and expertise. Have your external links going to reputable sources, and create concise content that’s easy to read. 

Focus on the search volume for keywords you want to use in your content. Knowing the volume for keywords helps you gauge the relevance and demand for your topic. 

Person looking at marketing metrics on a computer

Step #5: Take Note Of The Metrics For Each Keyword Or Phrase

Now we must measure the metrics for Google ranking factors. 

Focus On Monthly Search Volume (MSV) And Keyword Difficulty. 

MSV is the average number of searches per month. Keyword difficulty shows how competitive it is to rank for a specific keyword or phrase. 

Websites like Nike and Apple rank higher on SERPs because their brand is well-known to users and Google. Their topical authority is strong, and they most likely use keywords with high volumes and higher difficulty percentages. 

If you know your topical authority isn’t as strong as Nike’s or Apple’s, prioritize long-tail keywords. 

*General rule: choose keywords with a high volume and low difficulty. 

Step #6: Compare With Competitor Keyword Research

Find what your competitors are ranking for with competitor keyword research. Search for terms you want to use in your content and compare them with current keywords competitors are using. This will help you compete for keywords and identify keyword gaps. 

Step #7: Finalize Your Keyword List 

After completing steps #1-6 of our keyword research checklist, you’ll have a strong list of keywords and phrases to use in your content. 

Tips to finalize your keyword list:

  • Have 1 primary keyword with high volume and low competition.
  • Have a longer list of secondary keywords to use throughout your content.

Secondary keywords must be relevant to your primary keyword and should help you create sections within your content. They can have higher difficulty percentages since your focus is ranking for your primary keyword. 

Step #8: Incorporate Keywords Into Your Website 

Want to learn how to incorporate your list of keywords and phrases into your website? Use strategies like keyword clustering and writing for featured snippets. 

Keyword Clustering 

Cluster your keywords by grouping them together into similar categories. Your primary keyword is the main topic you want to rank for, while secondary keywords are meant to complement and enhance your primary. 

For example, if your primary keyword is “home workouts,” secondary keywords might be “cardio workouts at home” or “work out equipment for home.” You can take those keywords and organize them into clusters to build your content and rank for multiple search terms at once. 

Avoid Keyword Cannibalization 

Although keyword clustering is beneficial, you want to avoid keyword cannibalization. 

Keyword cannibalization is when multiple pages on a website target the same keywords. This confuses search engines because they won’t know which page to show in SERPs, leading to reduced rankings. To avoid this, create unique and individualized pages with separate keywords.

Write For Featured Snippets

A featured snippet is another Google SERP feature used to boost ranking. For a chance to have Google highlight your page as a featured snippet, include simple bullet points, numbered lists, short concise paragraphs, and of course, your primary keyword.

Featured snippet giving users a bulleted list for the best cat foods in 2024

Step #9: Use Free Keyword Research Tools 

Resources are available to help complete your keyword research checklist. Many of these have both free and paid plans.

Step #10: Track Your Positioning 

After publishing your website page, we recommend tracking your progress to see any changes in current marketing trends. 

Ask yourself:

  • Are your keywords still effective? 
  • Are they relevant? 
  • Are they still ranking high on SERPs?
  • Do they enable you to show up for any SERP features?

Tracking allows you to improve future SEO efforts. We recommend using Google Search Console to monitor this.

Need help using our keyword research checklist to master your SEO content strategy?

Discover Our SEO Services


How do you find the best agency to make your marketing project come to life? With a lot of options out there, it can become overwhelming to decide on what organization to choose. 

By creating an RFP for marketing services, you’ll be able to streamline the process and feel confident in your decision. The following blog outlines our top RFP best practices so you know you’re putting your best work forward.

What is an RFP?

Let’s start from the beginning. If you’re looking for marketing services from an agency or a freelancer, you will find great benefits in sending out an RFP. 

Before we dive into our RFP best practices, it’s crucial to know what an RFP is and how you can use it to your company’s advantage. 

First, we’ll note that there are significant differences between an RFP, an RFI, and an RFQ. For this blog, we’ll only be focusing on and referring to RFPs.

An RFP stands for Request for Proposal, and it’s a document that your organization will put together when you’re looking for a service that you can’t provide internally, or need additional assistance with. 

Specifically, if we’re looking at an RFP for marketing services, it would be a document that highlights specific solutions your company is looking for. Then you’ll have the ability to send this document to any vendor you’re interested in getting more information from.

Benefits of Writing an Effective RFP

It can take some initial time and effort to write an effective RFP. But by putting in the work now, you’ll notice the time and cost savings down the road.

#1. Find the Most Qualified Companies

If you’re intentional about who you send your RFP to, you’ll create a sense of competitiveness and urgency within that vendor list. The vendors want to come out to be the best option for you, so they’re going to put their best foot forward. 

In general, if your RFP is well-organized and clearly outlined with your goals and objectives, you’re going to get high-quality responses in return. So you can feel confident that you’re going to find a vendor that provides the finest service and is best suited for your project.

Also, as a bonus, the research you’re doing to find the most qualified companies for your project can stay on your vendor list for any future projects.

#2. Make Quick Comparisons Across Vendors

A key benefit of sending out an RFP is you’ll have the same attributes from all of your vendors. This allows you to have an apples-to-apples comparison. You can see the same services and how the price, expertise of the team, and timelines vary from vendor to vendor.

All your vendors answer the same questions. So, rather than going back and forth with emails or searching for answers on their websites, you’ll have everything right in front of you.

#3. Save Time in the Long Run

As we said previously, taking the time to write an effective RFP will take time and effort initially. However, you’ll also be saving a lot of time in the long run. Once the RFP is sent out, the selection process and meetings are streamlined.

a woman sitting at a desk and writing in a note pad.

What to Include in Your RFP For Marketing Services

Just like any other piece of writing, it’s crucial to find a balance between providing enough information to your vendors about the service you need and not over-fluffing your document with information that a vendor can easily find on your website. 

In general, here are a few standardized items you should include according to our RFP best practices.

  1. Company Overview 
  2. Point of Contact Information
  3. Project Description & Goals
  4. Agency Selection Timeline 
  5. Budget 
  6. Evaluation Metrics 
  7. Submission Requirements 
  8. Final Thanks

Look through a variety of marketing RFP examples to gain insights about what to include in your RFP document.

Sending Your RFP for Marketing Services

After you’ve completed your RFP, it’s time to send it out to vendors. It can be overwhelming to think about who to send it to, to ensure you’re getting the most qualified vendors to send you their information. 

Our best recommendation is to do your research beforehand. Find a short list of vendors that align with your company’s goals, mission, and values. We recommend sending your RFP to 3 to 5 vendors. 

Here are some questions to ask as you’re selecting your vendors.

  1. How far away is the agency? Am I okay with working virtually with them? 
  2. Do the services they offer align with my project needs?
  3. Do they have good reviews on Google and social media?
  4. Have they completed similar projects to what I’m asking for?
  5. Do their professional values align with ours?

As a maximum, you shouldn’t send your RFP to more than 7 vendors. If you send your RFP to too many vendors, it starts to get overwhelming and complicated to make a decision. It’s crucial to make sure you’re only sending the RFP to companies you believe would be a great fit to work with. 

The Marketing RFP Selection Process

So you’ve written an effective RFP and you’ve received a list of vendors. It’s now time for the selection process. There are specific criteria you should be looking for as you’re reviewing the vendors. 

Some criteria vary based on the purpose of your RFP and the goals of the RFP. However, a general rule of thumb is to look at the vendor’s reputation, pricing, timeline, and communication style. 

In some cases, you’re going to be working with this vendor for a significant chunk of time, so although price is important, you should also be looking at the quality of work, testimonials, and their values. Ask yourself, what were others’ experiences working with the company? 

By getting a full picture of what it would be like to work with the vendor, you can better understand their credibility and authority within the industry. You’ll have a real-world perspective and prediction of the working relationship moving forward.

Recommended Timeline

The exact timeline of your selection process depends on when you’re sending out the RFPs, and your capacity at the time. For example, if you’re sending an RFP out right before the end of the year, your timeline will likely be a little longer due to the holidays. 

As a general rule of thumb, we recommend keeping the process, from start to finish, within a five-week timeline. That way, it’s not drawn out, additional questions don’t arise, and you can get your project up and running efficiently. 

  • Week 1: Send out your RFP to 3 to 5 vendors. 
  • Week 2: Review questions from vendors and conduct initial meetings.
  • Week 3: Vendors send their final proposals to you. 
  • Week 4: Pick your final vendors and call their references.
  • Week 5: Meet internally and decide on what vendor to choose.

Questions to Ask in the Marketing RFP Process

In week 2, you’ll see that you should be answering your vendor’s questions and then scheduling initial meetings with them. 

Below are a few questions we suggest using to get to know the vendor and their capabilities better.

  • Who will my contact person be?
  • Where are you located?
  • How long have you been in business?
  • How many clients do you currently have? 
  • How many projects have you completed of a similar nature to mine? 
  • How many employees do you have?
  • Do you outsource your work, or use consultants for any of your projects?

Some Final RFP Best Practices

Now that we’ve reviewed how to write an effective RFP for marketing services, questions to ask during the selection process, and a recommended timeline, we’ll provide you with some final RFP best practices.

1. Make sure you’re ready for the project.

Before you take the time to send out the RFP and get information from vendors, make sure your organization is ready to take on the project. Ask your leadership and project managers questions to ensure they can handle the workload and that a budget is approved.

2. Be specific about your project’s wants and needs.

In order to avoid road bumps during the selection process, be clear and specific in your RFP, and anticipate questions your vendors will have so you can include them in your RFP.

3. Make your RFP easy to read and understand.

Whenever possible, make bulleted lists and include headings so a vendor can easily read through your RFP to pick out the most essential information.

4. Your RFP should not replace a one-on-one meeting.

An RFP is beneficial to streamline the selection process, but it shouldn’t replace an initial meeting with a potential vendor. The one-on-one meeting is crucial to get the full picture understanding of that vendor.

5. Evaluate your RFP responses with a scaling system.

Your selection criteria will vary, but no matter what you should create a scaling system so you can equally evaluate all responses. Define what your most important characteristics are as you start to select your vendors and then rank each vendor for that characteristic.

6. Don’t make cost the main focus of your RFP.

Although cost is a valuable factor as you make the decision, it shouldn’t be the main focus. Think of it as a three-legged stool, without equal factors, your project may become unbalanced. Ideally, you should consider the three following characteristics.

  1. Speed. How long will the project take? 
  2. Cost. How much will the project cost?
  3. Quality. Will you be happy with the result?

We follow the good, fast, and cheap method. You’re likely only going to get 2 out of these 3 characteristics. So if you want something fast and cheap, it’s likely not going to be very good.

7. Only ask for references from your top vendors.

Your vendors are going to be asking clients to be a reference for your RFP. This is a big ask and it takes time out of a client’s day to have the meeting or phone call. So, as an RFP best practice, we recommend only asking your top vendors for references so your interactions are more valuable.

8. Notify the vendors that didn’t get the job.

The vendors work hard to put together a proposal and that also takes time and effort. As a courtesy, let vendors know when they weren’t chosen so they aren’t left waiting around. 

Ensure you’re finding the right vendor for your services by providing a clear understanding of your project and following our RFP best practices.

This blog was originally published on October 22, 2019, and was updated on September 8, 2023.

Most people were unfamiliar with podcasts before 2005. But we don’t live in that world anymore. With over 383 million podcast listeners globally, it feels like everyone — from actors and comedians to talk show hosts and presidents — has a podcast of their own. While all this signal noise can make you feel like you’re too late to catch the podcasting wave, the data says differently.

In fact, that 383 million is expected to turn into 424 million in the coming year (with projections of continued annual growth). That’s why we’ve created a guide to starting a B2B podcast. We’ll help you understand what you need to get started, how to reach an audience, and how to track your results as you record, distribute, and record some more. Let’s get started.

B2B Podcasting — What Is It?

Before we dive into this guide to starting a B2B podcast, we first need to define the term. A B2B podcast is a podcast created and produced by a B2B (business to business) company. More often than not, it’s started with the intention of boosting brand awareness and building industry authority. It’s also a way to reach potential customers.

Different types of B2B podcasts will focus on different themes and subjects, and use different formats (audio or audio and video). The exact how and what of your podcast will depend on various factors we’ll cover below, including your vision, audience, and goals. However, at the heart of it, a B2B podcast is created with the intention of marketing your company by providing value to your target audience.

Is B2B Podcasting Worth It?

About 40% of all Americans listen to podcasts, a number that’s still on the rise. The audience is certainly there, so if you’re wondering if your podcast will disappear into the ether once you publish your first episode, it won’t (getting listeners is a different story, which we’ll cover below).

The most obvious reason to consider B2B podcasting is that it’s another weapon in the arsenal to help you get your business’s name, product, or service out there. It can help you attract new visitors, customers, and buyers. It can also serve as an excellent addition to your sales process. Additionally, podcasting can also help you network with other leaders in your industry.

Choosing a Team

Before you start thinking about equipment and distribution platforms, you need to think about building a strong team. Remember, your podcast host(s) make up the voice — and possibly, face — of your show. Decide whether you want to do a solo show or more of a roundtable discussion. 

There’s no right or wrong decision here, necessarily. However, unless someone on your team has enough of a personality to handle a whole podcast episode themselves, it may be better to start out with a few team members to keep the conversation alive.

If you’re leaning towards a group show, we recommend having no more than 3-4 people on at once. Too many voices on the show can make an episode feel crowded and chaotic.

Two young professionals recording a podcast in an office space with brick walls.

Getting Started: 3 B2B Podcast Tips

Okay, you’ve assembled the dream ensemble. Now what? Starting a podcast can feel overwhelming, and as B2B podcast production quality continues to improve, it’s natural to feel like there’s a lot to do just to get going. To help you on your way, below are 3 of the most important B2B podcast tips as you start your own podcasting journey.

1. Set Goals

Podcasting is great, but like any marketing initiative, you want to set clear, definable goals so you can make sure it’s worth your time. One way to do this is to use the SMART goals framework:

  • Specific. What needs to be accomplished? Who’s responsible for it? What steps need to be taken?
  • Measurable. Quantify your goals. Make it easy to track progress and reach the finish line.
  • Achievable. Is your objective something you can reasonably accomplish? Goals should be achievable and not too grandiose.
  • Relevant. Why are you setting the goals you’re setting? How do they fit into your business’s overall initiatives?
  • Time-bound. When will you know the project (i.e., podcast) has been a success? Set realistic goals so you don’t give up after a month but also don’t continue with the same strategy indefinitely if it’s yielding no results.

Also, this is a good time to ask yourself what exactly you want to get out of your podcast. For instance, do you want to:

  • Build relationships with your customers?
  • Grow your audience for brand awareness purposes?
  • Highlight your business’s product or service and drive demand to it?

If your answer is a mix of the above, that’s totally fine. Just be sure to define your goals ahead of time. Also, your goals may change along the way, which is totally normal. The only real failure at the outset of B2B podcast production is failing to set clear expectations and goals for yourself. Doing so could leave you 6 months down the line wondering if what you’re doing is having any effect at all.

2. Find Your Niche & Develop Your Vision

Next up on the list is finding your voice. Unless you want your podcast to speak very generally about your industry with no specific angle, you’ll need to find what makes you worth tuning into. To do this, ask yourself the following questions:

  • Who is my audience?
  • What is my expertise?
  • What value can I offer my audience?

Let’s start with the audience. If possible, reference your company’s buyer personas to help you understand who may tune into your podcast. This will help you craft your voice for the show (serious, light-hearted, somewhere in between) and understand what challenges the audience faces that you can speak to.

Next up, you need to be honest about your expertise. This can include any collective industry knowledge, career history, and anything your business brings to the table that speaks to the needs of your target audience. 

This question may also influence our section above on choosing your team. Having the host(s) of your podcast come to the podcasting table with enough industry knowledge and expertise to speak authentically and authoritatively can certainly impact the final product.

However, don’t allow a sense of imposter syndrome to prevent you from getting started. Nothing is perfect, and seldom is any endeavor excellent from the get-go. Sometimes the best way to learn is to five right in.

Finally, understanding the value you bring involves understanding what’s already been done among your industry’s top podcasts. While some overlap is natural, take this time to think of how to create something fresh. You certainly don’t need to reinvent the wheel, but a strict copycat model isn’t the most valuable approach. Instead of “brand-new”, think “brand-better”.

Take some time to listen to the top podcasts in your area of expertise. What are they doing right? Anything they’re doing wrong? From there, incorporate what works and learn to include what the current key players are missing.

3. Get Your Gear

When you’re brand new to starting a B2B podcast, you probably aren’t interested in contracting out and spending money recording at a third-party studio. In fact, one of the benefits of podcasting is the low-overhead it offers. Plus, given the fantastic tools on the market today to create a polished recording sound, you can get stellar sounds for relatively inexpensive.

To make sure you’ve got your tech stack covered before launching your podcast, you’ll want to have the following:

  • Recording software. For Mac users, Garageband is a free tool that comes with your computer that will suit all of your podcasting needs as your start out. Other popular recording software includes Audacity and Adobe Audition.
  • Editing software. This can and will often be the same as your recording software. Using a platform your can record and edit with makes the process even simpler, especially as you’re starting out. Riverside wrote a great blog on some of the top podcast recording software currently on the market!
A female business professional recording a podcast and filming herself on a digital camera.

Launching Your Podcast: 3 More Steps

The next steps in this guide to starting a B2B podcast is to focus on how to actually get your podcast up and listenable for your audience. From hosting to scheduling and style guides, here are 3 more B2B podcast tips to get you from the studio to the internet. 

1. Choose Your Hosting & Distributing Platforms

Wondering how to distribute a B2B podcast? It’s actually pretty simple, and there are more than a few platforms available to choose from. Below are five of the most popular podcast hosting platforms:

  1. BuzzSprout.Often ranked as the best overall hosting platform for podcasts.
  1. RSS.com. This platform is very affordable and easy to use.
  1. Podbean. Growing in popularity in recent years, this platform is easy to use. It also supports video.
  1. Libsyn. At $5 a month, this is one of the most affordable podcast-hosting platforms.
  1. Soundcloud.This platform offers you the opportunity to upload your podcast directly to Soundcloud and sync your RSS feed with distributing platforms like Apple Podcasts and Spotify.

All of the platforms mentioned above are known as hosting platforms. They allow you to upload your podcast so people can listen to it on the platforms they most frequently use. They’re not, in and of themselves, the platforms your listeners will most likely flock to.

This is where a podcast-distributing platform comes in. We recommend starting out with Apple Podcasts, Spotify, Google Podcasts, and YouTube (if you’re recording video). To get your podcast on a distributing platform, all you need is the RSS feed link generated by your podcast hosting service. From there, just submit the link to each aggregator.

2. Develop a Publishing Schedule

Once the more technical side of getting your podcast started is complete, you want to turn your attention to brainstorming B2B podcast topics and developing a schedule. Popular podcasts will often publish one episode a week. However, it may be better to start out by publishing one episode a month. Just figure out what works best for your schedule and do your best to stick to it.

From a branding perspective, it’s better to start by uploading less frequently but more regularly, instead of recording an episode every week and trailing off after two months. Everything — including the flow of your podcasts, the topics covered, and the production quality — will improve the more you stick with it.

Monday.com offers a great podcast planning template to help you get started!

3. Create a Style Guide

A style guide could include your podcast’s logo, the editing style, and even the set design if you’re doing a video podcast. Whatever it is, we recommend creating a style guide to make sure the podcasts stay consistent.

Something as simple as creating a folder in Google Drive is a good place to start. Have a folder for your podcast’s logo, a Google Doc that describes your podcast’s tone of voice/aesthetic, and anything else that can help other members of your team best represent your brand when they work on the podcast.

Remember, it doesn’t need to be anything too fancy at the start. It’s better to just get started and hone your craft from there, instead of waiting for all the housekeeping items to be in order.

An up-close picture of a studio microphone and a computer screen running recording software on it in the background.

Once you have your first episode uploaded (congratulations, by the way) you should consider how to promote your podcast. Sharing your podcast organically on social media platforms is a good way to get started (especially on LinkedIn). Instagram is another great platform for this, especially if you’re doing a video podcast since you can share smaller clips of each episode on your feed and your account’s story.

Once you have a few episodes recorded and you’re proud of the finished product, you may also consider turning to social media advertising to target a relevant audience. Once again, LinkedIn advertising is a great platform for this, but you may also consider Facebook ads and Google Ads.

Report & Measure the ROI

Any marketing initiative is best when backed by data. Recording your podcast may be fun, but as with any endeavor, you may get to the point where you’re wondering if the input is worth the output. How do you measure your podcast’s success? We recommend tracking ROI with these four frameworks:

  1. Track your show’s downloads over time.
  1. Compare your podcast data to your other marketing channels.
  1. Compare your podcast data to benchmarks of other shows.
  1. Track any leads/customers that found you through your podcast.

Taking a look at the world’s largest podcasts receiving millions of downloads in a month isn’t going to help you determine whether your podcast is successful or not. The only shows you should focus on are yours and podcasts very similar to yours. From there, simply focus on providing value and building relationships with your ideal customers and clients.

Welcome to the World Of Podcasting

While this guide to starting a B2B podcast has all the things you need to get started, it isn’t intended to be the be-all and end-all of your podcasting journey. Take the B2B podcast tips we’ve shared in this blog and apply them to your project. You’ll most likely experience some roadblocks along the way — and that’s okay. Just keep working at it and refining your strategy as you go. Happy ‘casting!

Join Team Tower over at After Hours to learn more about promoting your brand and elevating your business through content, social media, and PPC.

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One of the first things a consumer will notice about your brand is your logo, which makes it so much more than just a symbol. It’s a visual depiction of your brand to help make it stand out and more easily recognizable.

However, you’re probably aware the biggest challenge of a logo is how easily it can be dated. If you’re thinking about redesigning yours and want a fresh look, this blog will help you understand the current logo design trends of 2023.

But more importantly, in the end, you’ll walk away with some tips on how to create a timeless logo that won’t become dated fast. And how to make a new one that represents your business well.

Trend #1: The Minimalist Logo

We’ve all heard the saying ’less is more’ and that’s what this trend is all about. Instead of using lots of color and contrast, a minimalist logo design tends to consist of simple fonts, small line strokes, and a limited color palette.

However, that doesn’t mean a logo like that can’t be interesting. Minimalist logos can actually have complex and even 3D elements (we’ll discuss this more below), without being overpowering.

The idea is to create something with less sensory overload for the viewer. A logo with just a few details creates a sense of breathing room for those seeing it, even if they aren’t design experts. Plus, having fewer details to load makes your logo more functional with screens and in other digital formats.

Minimalist logo design for bread shop

Trend #2: 3D Trendy Logo Design

In contrast to the first trend, three-dimensional design elements just started appearing in 2022 and are definitely here to carry into the upcoming years. 3D logos are iconic because they create a sense of realism that seemingly pops off the page, whether they’re online or on paper.

Adding depth or dimension to a logo can create opportunities for unique animation elements or simply to have a static, but eye-catching design. The 3D logo is a creative way to reach your viewer and engage them with your brand.

3d logo for bicycle shop

Trend #3: ’90s and 2000s Nostalgia

We’ve already been through the 80s influence of design and have definitely been moving through the ’90s and early 2000s inspiration. This period is often referred to as the Aughts time period.

If logos become dated so quickly, why reference vintage elements?

Well, truthfully, incorporating elements from the recent past and even what may be, for some of your audience, from the time of their youth, creates a sense of comfort. A vintage flair feels familiar and even may nod towards elements that have been lost in today’s heavily digital age.

Especially if your brand was founded several decades ago, a logo capturing nostalgic elements from that time may go a long way.

Nostalgia logo for beer company

Trend #4: Natural Patterns and Textures

If you want something that feels fresh and modern but can be paired with other trends, consider being inspired by nature! Natural-looking logos incorporate organic shapes that don’t feel so gridded.

And natural doesn’t mean it needs to contain the actual image of a plant. This trend can be accomplished simply by relying on earthy colors and organic-looking elements. As another way to make it pop, consider adding some textures like wood, grain, or stone, that create subtle elements to refresh your logo.

Nature inspired logo

Tips for Achieving a Timeless Logo: Balancing Trends with Needs

Redesigning your logo is a huge undertaking. And while modern logo design trends can influence the direction you go, it’s important to make sure your takeaway logo will last beyond the latest trends.

Logo design trends of 2023 are a great place to start and find inspiration, but you’ll want to make sure to take your actual project beyond them. Approach your project with the mindset of creating a logo that can survive the years to come. (Examples that come to mind include Apple or Levi’s.)

Below we’ll provide some simple tips to remember as you embark on the journey to find a new logo that makes your brand stand out.

1. Have a Long-Term Vision

Talk with your internal stakeholders and get a long-term vision of what you want the brand to look like. Do you want to be known as the funky 3-D nostalgic-looking brand forever? Make sure you all agree on what qualities you want to be known for and create a logo that accentuates that.

2. Base Your Design on Core Values and Products or Services

Who is your target audience and what kind of message are you projecting to them? Aim for a blend of trends and design that will make you look professional and evoke the right emotions in your audience when they see it.

3. Tell Your Story

Because who doesn’t love a story? Remember to avoid stuffing too much imagery or detail into your logo. If there’s too much going on, it can be difficult for viewers to understand what it all means or the story you’re trying to tell.

4. Keep it Simple

What does your new logo look like if it’s scaled up or down 50%? Will it look pixelated or shrunk?

Your logo will be used in a variety of digital and print mediums, so versatility is critical. Subtle elements and text are ideal if you need to use it across multiple platforms. And if your elements are vector, it’s even better for scaling your logo to any size.

5. Watch for Fonts

Fonts will make or break your logo. So make sure to not just pick the first you can find. Fonts also create emotion around your brand. For a more playful approach, try a script. Or for a more serious brand, a serif font may better convey your image.

Additionally, consider the readability. Make sure your font doesn’t just look appealing. It should also be legible.

6. Make it Hard to Imitate

Making sure your logo has a unique factor is about more than distinguishing you from the competition. It’s about making sure it can’t be easily copied. Plus, doing so ensures your new logo isn’t something that’s already been done or accidentally copied based on inspiration from a different company.

Most importantly, you want your logo to not be easily copied. If someone can take your logo and change the name, how will you be recognized? 

Having a one of a kind logo will definitely make you stand out from the rest of the competition and prevent others from taking it. If you make it as unique as your business you may only need slight changes as time goes on.

Ready to find a logo that reflects the message you want to send about your business? Speak with our team to see how our designers can help refine your logo and help it serve you better.

Contact Our Team

Creating a marketing video could be just the thing to bring your business to the next level. If done correctly, videos can be extremely effective marketing tools and ensure you’re getting the attention and revenue you deserve. 

However, before you dive into creating a marketing video, you should be familiar with the different factors that will affect your professional video production costs. In this blog, we will break down what goes into video production and how you can plan a realistic video budget. 

What are Marketing Videos?

The main purpose of marketing videos is to address your audience’s problem, propose how your product or service can fix it, and then explain why the audience should choose your company over your competitors. 

There are many different names or types of marketing videos, like: explainer videos, corporate videos, and promotional videos. However, all of these short films are primarily used to highlight a company’s product, service, or business idea. 

Your video may even be used to present your company’s financial results to stakeholders, highlight a new initiative your company is partaking in, or be used as a business introduction for potential clients. 

No matter what topic your video is focusing on, in order for it to be successful, it should be high quality, represent your company’s brand identity well, and incorporate a strong call to action. Your videos should be compelling and well executed, leaving your target audience informed, as well as intrigued. 

5 Major Stages of Marketing Video Production

Making a marketing video usually involves 5 stages. Below is an outline you can follow when going through your video production process. 

1. Development

The development stage of video production is all about your concept and end goal. You’ll want to decide what you plan to get from this video and how you plan to achieve that. 

This is also the stage where you can create a timeline and marketing budget for your project. (More on video marketing costs to follow below.) Understanding the purpose of your video is key, because it will serve as the foundation for the entire production process. 

2. Pre-Production

The pre-production stage is where you begin to figure out the details of your video. Preparing a schedule will help you stay organized and on track as you work. 

You’ll also need to finalize your video script, as well as hire any staff or actors you need for your production team. Make sure you gather whatever equipment you may need and decide on location(s) for your video to take place.

3. Production

The production stage is when filming happens. All of the raw footage and content that will be presented in your video is created. This includes any video, audio, B-roll, and/or cut-away shots. Depending on how long or complex your video is, production could take anywhere from one day to one week. 

4. Post-Production

The post-production stage involves all the editing. This includes video editing, mixing audio and sound, adding sound effects, color grading, and/or adding any animation or motion graphics.

Another piece of this stage is video rendering and compression. These steps involve transferring your footage into an editing system, rendering it into a presentable format post editing, and eventually uploading it to wherever it will be hosted. 

5. Marketing & Distribution

This stage should be where you share your final video to reach your target audience and the general public. Your end goal and overall purpose that you determined in the development stage should be fulfilled in your distribution of your video. 

Woman working on editing and distributing marketing video.

Professional Video Production Cost Breakdown

Professional video production cost can be broken down into different factors or categories. Not every element is necessary for every video, and depending on what type of video you’re creating, you may only have some of these expenses. 

The prices for different services will also vary depending on what type of video production team you use.  where your business is located. Below are the most common factors that will affect your professional video production cost. 

Project Management and Project Coordination Expenses

Project managers or project coordinators are necessary to ensure your production costs don’t exceed your video production budget. In addition, these individuals help to manage the production timeline. When you’re on a schedule, you want to be sure that everyone is meeting their deadlines and staying on track. 

Depending on who you hire for this role, you may spend anywhere from $25-$250 an hour. The experience of the project manager or project coordinator will be the deciding factor in how expensive their rate is. 

Script Development Costs

This cost is only necessary if your video project requires a script. Hiring a professional script writer will help coordinate what your on-screen speakers will say. These prices will vary depending on the length of the script and the experience of the script writer. 

If you choose to use an experienced script writer, you could spend anywhere from $50-$150 an hour. Many professional script writers will provide you with a video concept, storyboard, and script for your video project.

Cost of On-Screen Talent

On-screen talent is optional when it comes to video production. If you don’t want to be on screen, you’ll need to hire actors, models, or voice-over talent to be the face of the video. 

The factors that go into these costs depend on their experience, as well as how much time they will be spending working on the project. In addition, the price for on-screen talent varies greatly depending on where you’re located.

Costs Associated with Visual Assets

Marketing videos often incorporate shots that supplement what’s being said on screen. In the video production industry, these are known as B-roll or cut-away shots. 

These are visuals that can be used to describe a product or service in your video. Some of the most common types of supplemental visuals include:

  • Still images
  • Stock photos
  • Licensed photos
  • Custom photography
  • Video
  • Stock video
  • Licensed video
  • Custom video
  • Illustrations/3-D elements
  • Stock illustrations
  • Custom illustrations
  • Purchased 3-D models

The price of supplemental visuals will depend on the quality of the photos, videos, or illustrations, as well as the time needed to film the extra footage. Most often, cut-aways and B-roll shots make up about 15%-50% of your filming budget.

Costs to Add Special Effects

Depending on the type of video you’re producing, you may include special effects like animations, motion graphics, or title overlays. Using these elements will add to your overall video production budget. If you’re creating a brand video intended to sell a product or service, you may want to include a call to action with the help of special visual effects.

Some videos only require simple graphics, while others may be entirely animated. For basic special effects editing, you may spend anywhere from $65-$225 an hour. However, the cost of high-quality 3-D animation will depend on the complexity of the project and range anywhere from $95-$300 an hour. 

Man editing professional marketing video.

Location Costs 

The location of where you plan on shooting your video will also play a role in your production costs. There are multiple factors that will determine your video shoot location, such as: 

  • Are you shooting indoors or outdoors?
  • Do you need a sound stage or studio?
  • Will you be filming in more than one location?
  • Are you shooting with a green screen?
  • Will you need to travel between locations?

Considering these questions will help you decide what you have to incorporate into your budget. Studio rental, fees and permits, travel fees, and building rentals may be required depending on where you’re shooting. You’ll also need to take into account the total time you’ll need at your designated location. 

Music Licensing Fees

If you intend to have any special sound effects or music in your video, you’ll need to add certain music licensing fees to your budget. Some websites offer license-free music. Just make sure you read all of the fine print to ensure the music is legal to use. There are also other options you can use, such as:

  • Stock music (royalty-free)
  • Licensed music
  • Custom scores

Royalty free music could be anywhere from $11 for a 2-3 minute track. If you’re considering hiring an audio engineer, you could spend anywhere from $500-$1,000 or more depending on the ability, experience, and tools needed for the project. 

Video Production Crew Costs

The size of your production crew will depend on the complexity of the project, the length of the video, and your budget. The people involved in the production of your video may include:

  • Director
  • Director of photography
  • Camera operator
  • Lighting professional
  • Sound professional
  • Grip professional
  • Makeup/hair artist
  • Video editor
  • Motion graphics artist/animator

The cost of hiring any of these personnel will depend on where you’re located, their experience, and the amount of time they will be working for you. 

Overhead Costs of Video Production

The overhead costs include any equipment or insurance required for your video production. In terms of equipment, this may include cameras, lights, sound, computers, and software. When it comes to insurance, this covers liability and workers compensation. These costs will vary depending on what equipment you use and the quality of those products. 

Takeaway: How Much Does Marketing Video Production Cost?

There is no simple answer to the question, how much does a marketing video production cost? because of the variables that go into creating a video production budget. 

However, there are baseline costs which you can use as a starting point. According to most production companies, the average cost of video production is about $1,000-$5,000 per finished minute. 

Video production can be a valuable marketing tool, no matter how you decide to create one. The most important thing to remember is to set a realistic budget that will allow you to accomplish your goals and stick to it. 

Video production team filming.

Ready to take your business to the next level? Find out how our team can help execute your video project and achieve your marketing goals within your budget.

Video Production Services

If you’re reading this blog, you probably already have a budget for marketing and a hunch that you need to find new ways to optimize your marketing budget. As an agency, we know that no matter the size of the budget, every dollar must bring value to the table.

But even after you’ve dotted your I’s and crossed your budget T’s, how can you stretch your marketing budget further? Here are some of our most practical tips for effectively using your marketing budget to get the best ROI on your investments.

1. Lay the Foundation for Your Optimal Marketing Budget

The key to any marketing budget is having a plan. You’ll want to analyze your company’s achievements, future goals, and areas for improvement. Asking these questions will help you lay a strategic foundation to effectively use your marketing budget.

It’s a general rule of thumb that your marketing budget on average should be 10% of your annual revenue. If you have more aggressive goals, you may want to consider adjusting to meet those objectives. More than half of that budget should be spent on digital marketing.

This can be nuanced, so comparing past years’ budgets and results with future goals can help you paint a more realistic picture of the means you’ll need to achieve that growth.

Be S.M.A.R.T. About Your Goals

When talking with clients about their goals, we often hear the phrase, “I want to generate more leads” or “I want to increase revenue.” These are important goals, but on their own, they aren’t specific enough to your business to carry you through the day-to-day. Consider the S.M.A.R.T. goals you can make that lead to those wins. 

As you paint your picture of success, consider including measurable goals – like gaining referrals, getting email signups, or increasing your organic web traffic each month. Now you know where to put the dollars in your budget.

How Will You Measure Your Goals?

In the words of Peter Drucker, “You can’t manage what you don’t measure.” Sounds easy enough, right? But as marketers, we often find ourselves passionate about a new initiative or content strategy and not so passionate about the detailed measurement of all those initiatives after they launch. It’s easy to be excited about the next idea.

And it makes sense – analyzing marketing data can feel like a big hill to climb. When you use tracking (we’ll get to that later!), it can help illustrate the value of your investment and reduce marketing waste. 

This is especially important if you need to stretch a tight marketing budget. Every business’ KPIs are different, but here are some to consider: 

  • Visitor-to-lead conversion rate
  • Opportunities generated
  • Revenue generated
  • Website traffic to blogs
  • Clicks generated from paid advertising

Consider the Season

If you’re using the same amount of ad spend or duplicate initiatives throughout every month of the year, you’re not optimizing your marketing budget. A great example of this is the tax industry. 

As you ramp up and prepare for the busy season, increasing your ad spend or awareness efforts at a higher level makes sense. But once you’re in the new year (when people need to have their taxes done), your spending probably doesn’t need to be quite as high. 

This shouldn’t be guesswork, however, which is why it’s so important to make sure you’re tracking what you do year-over-year and forecasting your digital marketing efforts for the future.

2. Invest Spend In Your Brand Equity

In marketing, large ticket efforts like social media or billboard ads are often top of mind. But what about your brand? What’s your reputation in your industry? Brand equity is based on the consumer’s perception of and experiences with your brand. And it’s important that your marketing spend supports your brand equity development.

Successful marketing should also translate to the customer’s attitude about your brand. This is helpful to your budget because organic digital marketing tactics will cost less over time compared to efforts like PPC.

Consider Factors Like Google E-A-T

Expertise. Authoritativeness. Trustworthiness. These three elements are essential to not only building brand equity online but achieving a great SEO ranking down the line. 

Rich content that contains valuable information and insights, such as optimized blog posts or case studies, shows a level of expertise. Authoritativeness is what happens as you develop a content library, by demonstrating your expertise above others in your industry. Trustworthiness comes from several factors, like how secure your site is or the number of positive vs. negative reviews.

Invest In the Right Quality and Quantity of Content

What defines quality content? Rather than giving us a step-by-step guide, Yoast tells us that “the easy answer is: your users.” But is that an easy answer? Yes and no. Various elements go into creating great content, but the end-user is always the key perspective to keep in mind. 

You’ll recall earlier we mentioned that at least 50% of your marketing budget should go towards digital marketing. When it comes to content marketing, we recommend at least 25% of that digital marketing umbrella be used towards the content budget.

Content marketing is a form of organic internet marketing. While this strategy is a long-term commitment, it can be a cost-efficient digital marketing effort because the actual costs are relatively low compared to efforts like billboards or TV ads. 

To see success, you need to generate a lot of content, but it also needs to be high quality. 

Phase 1

As you look to get started, take it back to the basics and make sure you’re using those dollars to invest in a strong foundation. That means optimizing the content on your existing web pages first and foremost.

Phase 2

Only after you’ve optimized your existing website pages to include SEO keywords and a greater wealth of quality content should you begin shifting your resources to producing new, quality content.

What does the breakdown of all that quality and quantity content look like for your budget? We’re about to take a look.

Let’s say you have 50 hours budgeted for your team to spend on content per month. You might consider using this strategy:

  • 25 hours, about 50% of that time, on blog writing and / or whitepapers
  • 2.5 hours, about 5% of the time, optimizing or rewriting one page on your website
  • At least 12 hours, about 25% of the time, for email marketing
  • Starting with 7 hours, about 15% of the time, each month depending on the season
  • And lastly, 2.5 hours or about 5% of the time to plan your upcoming month’s content

If you’re still unsure how to work content into your overall strategy, take a few minutes to read our blog on creating a content marketing strategy.

3. Test and Track Your Marketing

Earlier in this post, we talked about setting up ways of measuring your marketing goals so that you can stretch your marketing budget. As you launch your efforts, you’ll also want to track, A/B test, and review what you find.

Track Organic & Paid Digital Marketing in Google Analytics

Thanks to tools like Google Analytics and integrated CRMs, certain ROI tracking is easy. Google Analytics will allow you to track the leads and conversions from a variety of paid and organic initiatives. 

For example, tactfully tracking website visitors from your social media ad campaign and subsequent conversions helps put tangible value to your marketing spend.

Certain marketing initiatives, like a logo refresh or non-profit sponsorship, for example, are a little more difficult to track the ROI on. 

Now, that’s not to say that those less trackable efforts are any less valuable – they’re very important. Nonetheless, some marketing efforts will never have a clear, trackable line, and that’s okay. It’s also one of the reasons why it’s so important to track the ones that do.

Ultimately, at the end of the year, you’ll likely be taking the analytics data and pairing it with your KPIs to present to your executive team, CEO, or CFO. Proof of ROI from the marketing budget will help advocate for your marketing budget to stay the same or even grow in the future. 

A/B Test Your Advertising

New to A/B testing? Harvard Business Review has a great refresher on what this looks like. Essentially, it gives you room to be creative with your marketing and make small tweaks along the way that help you optimize your campaigns and spend your budget better. Here are some A/B testing examples: 

  • If you run a social ad, consider testing different verbiage with the same image or vice versa. 
  • In a PPC ad, consider the trends and test different keywords along with their subsequent combinations.
  • If you’re utilizing email marketing, send one variation of the campaign to a subset of your audience and another variation to the other subset. This will help you to see which performs better.

Invest Strategically

We know that ad time during March Madness might seem like a great and glamorous idea, and it very well may be. Nonetheless, investing a significant portion of your marketing dollars in a singular effort can be risky. That’s why it’s important to use testing, tracking, and measuring to inform your decisions and select the right mix of marketing tactics.

4. Don’t Underestimate Public Relations

To effectively use your marketing budget, a holistic approach is important. A mix of both paid and free public relations can complement your marketing efforts in calculated ways.

Positive Press

Launching a new product? Consider a press release to accompany your campaign. Have a team member who’s great at public speaking? Check with your local chamber about doing a presentation on an area of your business’ expertise. 

On the other hand, consider using your existing resources creatively towards a local non-profit’s fundraising campaign or by participating in a benefit golf tournament. 

There are four primary types of sponsorships to consider.

  • Financial Sponsorship: The business pays money in exchange for benefits outlined in the sponsor package.
  • In-kind Sponsorship: The business donates goods or services instead of a monetary amount.
  • Speaker Sponsor: The business pays the expense (travel/accommodations) for a speaker to present at an event.
  • Venue or Location Sponsor: The business covers the venue fee or allows the use of a venue they own/occupy.

These various options allow you to find the perfect match for your resources. By donating something you already have, like a few hours in your venue, to an event with attendees that are your ideal client, you’ve been able to stretch a tight marketing budget in a creative way.

Referrals

Since we already know that people talk to each other about their favorite – or not-so-favorite – products, brands, and experiences, why not ask your customers for a referral?

As you look at your budget, consider the cost per cold lead vs. the investment in rewarding your clients and the warm leads they refer. Is that reward a complimentary service? An upgrade? Make sure that whatever you choose has the potential to be good for you, your client, and the lead.

You might be fortunate enough to already see this happening organically, but if not, consider creating a referral program.

Awards and Recognition

If you need to stretch a tight marketing budget, awards and recognition within your community and industry can be a helpful complement to your traditional efforts. Consider checking with your local chamber of commerce, business journal, or reader’s choice awards for free entries while exploring industry awards for paid entries. 

If you work with an agency or consultant, see if you can partner together on this initiative and share the entry fees.

Project management team working together

Getting Started: Putting Your Budget In Place

Every business has different needs, strategies, and circumstances. This isn’t a hurdle, but a unique puzzle we as marketers get to pull out and put together. No marketing budget is one-size-fits-all, even a small marketing budget. 

The ideas and strategies we just reviewed will help you consider your unique business needs and challenges so that you can save time, money, and produce results.

Not seeing the results you want or need to elevate your efforts? We can help with a free audit of your marketing budget. You’ll get an unbiased, third-party view on your spending and efforts, along with third-party pricing.

Reach Out Today

If you’ve ever compared marketing in-house vs. agency vs. freelancer, you know there are many important factors to consider. Making the right choice for your business starts with defining your marketing objectives and weighing them against your strengths and weaknesses. In this blog, we’ll review in-house, agency, and freelancer marketing models to help you make the best decisions.

What is In-House Marketing?

With an in-house model, the bulk of your company’s marketing is handled by your own employees. Most businesses with an in-house team don’t use freelancers or agencies to supplement their marketing. Building a strong in-house marketing department starts with identifying the most important roles and filling them with experienced professionals who know how to achieve your goals.

Your in-house marketing team should include a marketing manager/CMO, creative director, and specialists in:

  • Internet marketing: SEO, local SEO, PPC, content, email, and social media
  • Web: design, development, UX design, eCommerce, hosting, and maintenance
  • Creative: branding, strategy, and print media

You may choose to supplement a small in-house team with the expertise of a marketing agency, which can handle areas outside of your strengths. We’ll take a closer look at the most common in-house marketing models below.

Common In-House Marketing Models

There are three main in-house marketing models: full competency, traditional, and hybrid:

  1. A full competency in-house team possesses comprehensive digital abilities and doesn’t require any external support.
  2. A traditional in-house team handles the bulk of your marketing efforts and only occasionally seeks support from third parties.
  3. A hybrid in-house team (or in-house marketing agency) is a separate in-house “agency” that works outside of your marketing team. They’re structured like a traditional agency, but their only client is your parent company. Hybrid teams typically take a more holistic look at overall marketing strategy and will occasionally outsource highly-specialized tasks to agencies.

Benefits of In-House Marketing

There are several pros of handling your marketing in-house vs. agency advertising. We’ll dig into each of these benefits in the following sections.

1. Brand, Product, & Service Knowledge

One of the biggest benefits of going in-house vs. agency is your existing employees’ familiarity with your products, services, and unique value proposition (UVP)/unique selling proposition (USP).

Your internal employees may also have a better grasp on your personas and where prospects and customers are in the buyer’s journey. With the right training, your in-house team can become resident experts who speak to your target audience using the most effective marketing channels.

2. Company Investment & Consistency

Your in-house marketing team is deeply invested in your success, as your fortune is also their own. Plus, rather than marketing several businesses, all of their attention is focused on your brand.

In-house designers vs. agency marketing can also help you ensure brand consistency and boost your team’s creativity. In fact, 56% of businesses feel they became more creative after consolidating their marketing under one roof.

3. Improved Communication & Flexibility

In most cases, marketing in-house vs. agency means faster communication and enhanced collaboration. Even if some of your team members are remote, you can connect instantly with them for important meetings and conversations.

More immediate communication allows you to make decisions quickly and respond to new trends. It also minimizes lengthy lead times because you can easily communicate with stakeholders. Additionally, you can make quick changes to time-sensitive assets and deliverables, rather than waiting on third parties.

In House Agency Freelancer 2 jpg Marketing In-House vs. Agency vs. Freelancer: Benefits & Drawbacks

4. Data Ownership & Transparency

Going in-house vs. agency can give you a better understanding of fundamental marketing data (like spend and results) to facilitate more informed decisions. And if you do choose to work with an agency from time to time, data ownership can help you select the right services since you know your strengths and weaknesses.

An awareness and clear understanding of your marketing data also promotes transparency across your organization. In fact, 59% of marketers feel bringing their advertising in-house contributed to increased transparency, better information/resource sharing, and enhanced communication.

Drawbacks of In-House Marketing

While there are benefits to marketing in-house vs. agency advertising, there are also several significant drawbacks to be aware of.

1. Creative Stagnancy & Routine

Focusing on the same topic(s) for extended periods of time can get old quickly, negatively impacting your marketers and creative team. This can make it more difficult to generate fresh ideas or get a solid grasp on what your competitors are doing. And if your team becomes too entrenched in routine, they may stop thinking outside the box.

2. Inexperience & Lack of Resources

Depending on how niche your industry is, new employees may not have the necessary experience and knowledge to produce high-quality work. Properly training new hires takes time and may end up diverting your focus from essential marketing duties. If you don’t have enough talent within your in-house team, you’ll want to hire a marketing agency to fill in the gaps.

3. HR Difficulties

Successful marketing requires a long-term strategy, so it’s very important to hire talent who will stay with your company. You’ll have to make strategic adjustments every time an employee leaves, which will slow down overall progress towards your goals.

Turnover also heightens pressure on remaining team members to pick up the slack, which can result in unsatisfactory work or cause other employees to leave. Plus, it takes much longer to hire and train new personnel than it does to partner with a marketing agency.

4. Pricey Software & Tools

Marketing and creative tools (e.g. SEMrush, HubSpot, ActiveCampaign, and Adobe Creative Cloud) are an expensive proposition for in-house teams with limited budgets. Plus, you’ll need to vet potential tools to determine which ones are right for your business, which can be very time consuming.

What is a Marketing Agency?

Marketing agencies employ specialists who work with you to achieve your business goals. Their staff are experts in a variety of areas, including web design/development, content, and SEO, among others. Depending on your bandwidth and needs, you can outsource some or all of your marketing to an agency (like Tower!)

Benefits of Hiring a Marketing Agency

There are many pros of working with an experienced digital marketing agency vs. in-house advertising. We’ll review the most significant benefits of working with a digital marketing agency vs. freelancers or an internal team below.

1. Immediate Results

Agencies employ seasoned marketing experts who can usually deliver results more quickly and effectively than an in-house team. They can also efficiently scale up or down with your needs, which means you won’t have to let go of internal employees if you want to pause your marketing efforts. And as we mentioned above, it takes more time and effort to hire new team members than it does to partner with an agency.

In House Agency Freelancer 3 jpg Marketing In-House vs. Agency vs. Freelancer: Benefits & Drawbacks

2. Fresh Viewpoints

Agencies hedge against creative stagnancy by providing an unbiased assessment of your marketing and innovative plans for improvement. They may suss out opportunities that you’ve overlooked because they’re not as immersed in the day-to-day operations of your business.

If the agency you choose already has experience within your industry, they’ll probably have a solid grasp on what’s already been done and what’s trending. This frees up valuable time for you to focus on highly-specialized marketing that requires in-house levels of expertise.

3. Experience & Expertise

Agencies typically specialize in certain industries, so you’ll easily be able to find one with an in-depth understanding of your market’s challenges and opportunities. And because agency staff have experience across every area of marketing, there’s no need to build a large in-house team.

Most agencies also have established connections with trusted third-party vendors like photographers and videographers. Ultimately, partnering with an accomplished marketing agency helps ensure you get the best value and highest return on investment (ROI).

4. Lower Costs

Working with an agency is usually less of an upfront and ongoing investment than hiring and training a team of in-house marketers. You also won’t have to spend any time or money on training new internal employees. Plus, agencies already subscribe to the best marketing tools, so you won’t have to invest in pricey software.

Drawbacks of Hiring a Marketing Agency

There are many benefits of partnering with a digital marketing agency vs. in-house advertising, but there are also a few cons to keep in mind. However, these drawbacks can easily be negated by working with a client-focused agency that always keeps your best interests in mind. 

1. Different Locations

If your marketing agency is located in a different time zone than your business, it may be difficult to schedule video meetings or phone calls that fit everyone’s schedules. You may also be unable to meet in person, which can be valuable at the beginning of a client-agency relationship.

2. Less Attention

You may end up feeling neglected and out of the loop if your agency isn’t completely client focused. If your account executive doesn’t function as an extension of your in-house marketing team, it’s time to find a new agency.

You’re not working under the same roof as your agency, so communication and decision making typically take a bit longer. Additionally, your agency may sometimes be slower to address your needs depending on their workload, priorities, and internal concerns.

3. Lack of Control

Working with an agency requires you to give up some control over your marketing, since they work best with the latitude and freedom to make strategic decisions. It’s very important to find an agency you can trust to always have your best interests in mind. Giving their experts the space they need to make strategic choices will net you the best results while also reducing roadblocks and bottlenecks.

What is Freelancer Marketing?

Freelancers are hired on a contract basis and provide specific marketing services to clients on a project-by-project basis. In some cases, freelance marketers also have full- or part-time jobs at other companies. You’ll find freelance marketers that specialize in every aspect of marketing, from content creation and web design to local SEO and social media advertising.

Tips for Hiring a Freelance Marketer

There are several important items to keep in mind when hiring a freelancer vs. agency advertising or building an in-house team:

  • Review their portfolio to gain a sense of their experience and skill level
  • Closely examine their LinkedIn profile, resume, and cover letter (if applicable)
  • Request referrals and testimonials from their previous clients
  • Choose a freelancer with knowledge of and experience with your industry
  • Interview multiple freelancers and compare them based on skills, experience, and rates
In House vs. Agency vs. Freelancer jpg Marketing In-House vs. Agency vs. Freelancer: Benefits & Drawbacks

Benefits of Hiring a Freelance Marketer

If you’re considering hiring a freelance marketer, there are several important benefits to be aware of. We’ll take a closer look at each one below.

1. Inexpensive Option

If you don’t have the budget to hire a marketing agency or build an in-house team, freelancers are probably your best option. In fact, 40% of businesses prefer freelancers because they’re a flexible and affordable way to quickly scale up or down.

Since they aren’t full-time employees, freelancers save you money because you don’t have to provide them with benefits. There are also no long-term commitments, and you only pay for the marketing and creative work you need.

2. Enhanced Agility

If you employ in-house marketers, freelancers can quickly step in when your team is overworked and their productivity is flagging. Plus, freelancers usually don’t have to give two weeks notice to a current employer, so they can start immediately and hit the ground running. And because you aren’t confined only to people in your immediate area, you have access to a larger pool of talent.

Like agencies, experienced freelancers can bring a fresh perspective that revitalizes your marketing and helps you think outside the box. Marketing trends are always changing, so agility and adaptability are key to success.

3. Low Maintenance

As we alluded to above, freelancers are much easier to hire, manage, let go, and replace than full-time employees. They also require less of an emotional investment from you as an employer. It can be difficult to fire underperforming full-time employees due to legal protections, but this isn’t an issue with freelancers.

Drawbacks of Hiring a Freelance Marketer

There are multiple cons to consider before choosing a freelancer vs. agency marketing or an in-house team. Here are the most important drawbacks to be aware of.

1. Longer Timelines

You’re probably not your freelancer’s only client, so it’s important to prepare for longer turnaround periods and project timelines. It may also be difficult to integrate freelancers into your existing systems and procedures, which can slow down the onboarding process. These impactful delays can be especially problematic if you’re in the early stages of developing your company.

2. Disconnected Schedules

If your freelancer is extremely busy or lives in a different time zone, it may be difficult to schedule phone calls and coordinate meetings. Plus, the flexible working hours associated with freelancing means they may not always be available during the traditional workday, unlike agencies or full-time employees. Be sure to consider who will coordinate freelancer schedules, oversee/review their work, and set deadlines to keep them on schedule.

3. Variable Quality

Anyone can freelance, so properly vetting candidates is crucial to making a wise investment. Some freelancers may not have the skillset to handle multiple marketing functions, which means you’ll have to hire several people. And piecemealing your marketing often produces disjointed, lower quality work than you’d receive from an in-house team or agency.

Deciding between marketing in-house vs. agency vs. freelancer? We’d love to discuss your goals and challenges and explore how Tower Marketing can help you achieve your business objectives.

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Whether you listen to Christmas music year-round or dread the holiday rush, there’s no denying that the holidays are the most profitable time of year for many businesses. In fact, estimates from the National Retail Foundation attributed between $755.3 to $766.7 billion in sales last holiday season alone.

In order to capitalize on some of the biggest shopping days of the year, here are a few of our favorite holiday marketing ideas and advertising tips.

General Tips for Holiday Advertising

Before we dig into the tactics that can help boost your business during the holiday season, it’s important to understand the bigger picture of marketing during the holidays. Here are five goals to keep in mind when planning your holiday marketing campaigns.

1. Be Timely

It’s never too early to start planning your holiday marketing ideas and initiatives. Pages can take up to 45 days to rank, so we recommend moving any web-based tactics live no later than mid-October. While Christmas isn’t until the end of December, many people start shopping in early- to mid-November, well before Black Friday deals hit.

2. Be Brief

With advertising competition at an all-time high, attention spans are short. Keep your messaging short, sweet, and impactful for the best results.

3. Stay Focused

Online noise and increased ad costs mean that your holiday advertising ideas have to be sharply focused to make an impact. If you have a limited budget, focus on a few key days of sales based on historical data from years past.

If you’re looking for the strongest return possible on a small budget, remarketing is another great option, as you’re likely to see a higher conversion rate by advertising to former and current customers.

4. Respect Your Brand

Just because it’s the holiday season doesn’t mean that your blue brand has to transform to red and green! Consider what the holidays look like visually for your business, and allow your foundational brand to shine through in every marketing initiative you undertake.

Here are some holiday angles to consider:

  • Feel-good, charitable, emotional, and grateful
  • Exciting, flashy, and full of great deals
  • Fun, bright, and family-focused
  • Non-denominational, winter-focused, or inclusive of all winter holidays

When choosing a direction for your holiday marketing ideas, always consider your business’s brand, tone, and overall marketing goals. Slapping a graphic Santa Claus on your year-round advertising simply doesn’t cut it.

5. Be Truly Competitive

Don’t expect to own the market and see a massive boost in sales if you’re only willing to offer 10% off and free shipping. In order to succeed at marketing during the holidays, you’ll need to be generous with your sales and special offers, especially to loyal customers who have waited all year to make a big purchase and get a great deal.

If you’re a service-based company, consider offering vouchers or pre-orders that customers can buy now and use later. Not only does this create urgency and encourage sales, but it allows you to pre-schedule and guarantee your next year of business ahead of time.

In order to rank during the competitive holiday season, you’ll need to foster strategic search engine optimization (SEO) on your website year round. That being said, here are a few considerations to keep top-of-mind to expand your optimization during the holidays.

Holiday SEO & PPC Strategies

SEO and PPC should be a major focus when it comes to holiday marketing ideas. Making timely gift guide landing pages for holiday search terms is one of the best ways to capitalize on the busy shopping season.

Fill these pages not only with best-selling products but thoughtful content that will help customers who are unfamiliar with your business make a quick and easy purchase. And, be sure to focus on internal linking and all of the usual SEO-boosting suspects to get your pages ranking.

Keep in mind that like with any paid medium during the holidays, you’ll pay more per click than you do during other times of the year. The heavy competition can be discouraging when deploying your holiday marketing ideas through PPC, but it can pay off big if you are strategic in your keywords and bids.

The Merits of Google My Business

An often-overlooked element of your website’s search engine optimization is your Google My Business (GMB) profile. This panel allows customers to view your company’s store hours, reviews, and updates without even having to click through to your website.

Be sure to complete your GMB profile before the holiday season begins, and revisit it frequently to ensure your hours, contact info, and other store details stay up to date.

Holiday Email Marketing Campaigns: Signups & Savings

The holiday season is one of the best times to grow your email list organically. The trick? Offering direct, valuable savings to customers to encourage them to sign up. Once you have a customer hooked, here are a few tricks to prevent them from unsubscribing:

  • Use subject lines to create urgency around sales and deals
  • Create email automations for abandoned carts
  • Offer valuable content like gift guides and product tips

Inboxes are especially cluttered this time of year, so be sure that each email you send has a true purpose and won’t simply frustrate your customer to the point of unsubscribing.

Holiday Social Advertising Strategies

With high costs and oversaturated platforms, social advertising during the holidays can be incredibly competitive. You’ll have to be at the top of your game if you want to stand out among the crowd.

Giveaways, contests, and other content that encourages audience engagement can be particularly helpful in breaking through the noise. While you have limited space to get your message across, try to think about your audience and speak directly to them in a novel and creative way to grab their attention. At the end of the day, authentic ads that showcase great deals will do far more than screaming at users with all caps and bright flashing signs.

Writing Content for the Holiday Season

When it comes to holiday marketing ideas, content is everything. Here are three tips to keep your content thriving and bringing in new customers.

1. Be Timely

We can’t stress enough the importance of timeliness when it comes to seasonal content. It can take weeks or months for your content to be indexed and served to users. And, many users start researching holiday decorations, gifts, and more up to two months before the big day. 

That means any search-driven content you have planned needs to go live no later than October. It may feel strange working on holiday copy before fall has even arrived, but it will pay off big time come the holiday season.

2. Consider Your Unique Holiday Customers

During the holidays, millions of people shop for gifts at stores they’re unfamiliar with. One of the best ways to earn a new customer is to make sure they have everything they need to make a decision (and a purchase), even if they’re unfamiliar with your industry.

Consider building out your product pages further to aid in product comparison and streamline decision-making. Product guides that go over sizing, features, and the differences between product models can also make online shopping a breeze for those unfamiliar with your store.

3. Utilize Internal Linking

Internal linking is one of the top ways that Google understands the architecture and content relationships on your website. This means that high-quality internal linking can help your holiday-themed blogs gain traction faster when every day counts.

Use links with purpose. No reader wants a constant bombardment of product links without any explanation to help them make a decision. Be sure to include plenty of helpful and educational content links, as well.

Breaking the Mold with Creative Holiday Campaigns

With so much noise online, you’ll need to think differently when brainstorming holiday marketing ideas if you want to stand out in your customers’ eyes. Consider the go-to marketing tactics of competitors and industry leaders, and then brainstorm adjacent or opposing ideas to get started.

One of our favorite innovative holiday marketing strategies over the years was a digital holiday card we created for local law firm Barley Snyder. They wanted a unique and memorable way to wish their clients and colleagues a happy holiday season. We planned, designed, and animated a custom digital greeting card that was equal parts meaningful and charming.

Barley Snyder Winter Holiday Wishes 2019

Check out the full Barley Snyder case study. 

Dreaming of an amazing holiday marketing campaign but don’t have the time or resources to bring it to life? See how our team can help!

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We understand the aversion some businesses feel when they hear the phrase “social media marketing.” You may know that Facebook has a timeline, Pinterest has boards, and LinkedIn has connections, but apart from that, it all feels confusing.

In an effort to demystify all these channels, this blog is going to break down three popular social media platforms for paid marketing (Facebook, LinkedIn, & Pinterest) and analyze their strengths/drawbacks in ad targeting, reporting, and overall efficacy. The goal? We’ll help you learn more about three of the best social media platforms for marketing and how they can help your business.

Why Use Social Media Ads for Business?

Social media advertising allows a business to reach new audiences that would otherwise be unreachable due to the algorithms behind organic social media posting. Creating unpaid (also called “organic”) posts is great for interacting with your followers, but there’s little chance it will bring in new customers or lead to sales unlike the earlier days of social media.

Some other benefits of social media advertising include:

  • Increased brand awareness at a very cheap cost.
  • Better data on the demographics and interests of your target audience.
  • More traffic is driven to your site (which can potentially increase leads and revenue.)
  • Build relationships and give people a chance to engage with (not just see) your ad.

Figuring out how to use social media marketing to grow your business is challenging, but it can have a rewarding payoff. Below we’ll explore what you can do to get started and the unique ad offerings of Facebook, LinkedIn, and Pinterest.

How to Start with Social Media

Before jumping in, you first need to learn about the capabilities of each platform and then pick which one best aligns with your marketing goals. Your business type and industry will determine your B2B or B2C marketing strategies on social media.

Some helpful questions to ask yourself are:

  1. Who is my target audience?
  2. Which social platforms are they using?
  3. What kind of social content do they best respond to?

When starting to develop a social media advertising strategy, it’s important to make a plan based on research. But it’s also important to give yourself room for testing, so you can gather data and learn more about who your audience is or isn’t (especially if you can’t answer the questions above). As a part of that planning process, let’s take a closer look at the specifics of these three top platforms.

How to Use Facebook for Social Media Marketing

As the most popular social media platform in the world, Facebook is still one of the best social media platforms for marketing. The benefits of Facebook marketing include:

  • Very low-cost advertising options
  • Variety of ad formats to use (video, slideshow, image, etc.)
  • Great reach with local and global audiences

Let’s take a look below at some of the specific features you can use within their advertising tool.

Facebook Audience Demographics Options

Understanding demographic targeting is crucial to creating a social strategy. It helps you see who your social ads are resonating with and plan out future ad campaigns that are targeted towards the right people. 

Through Facebook you can choose:

  • Location (specific zip codes, counties, states, or countries)
  • Age (18-65)
  • Gender
  • Languages
  • Relationship status (single, married, divorced, etc.)
  • Education level (high school grad, some college, college grad, masters, etc.)
  • Income bracket (top 25%-50%, top 10%, etc.)
  • Life Events (just moved, engaged, new job, etc.)
  • Household role (parent, etc.)
  • Political affiliation (likely to engage in conservative politics, etc.)

The extensive range of specific targeting Facebook offers makes it a prime hub for testing. It also makes it one of the best social media platforms for marketing. 

Facebook Interest Targeting

Facebook allows you to further define your audience by allowing you to target users based on their interests, activities, and the pages they “like” related to:

  • Entertainment & art
  • Brands & publications 
  • Hobbies & activities
  • Fitness & wellness
  • Business 
  • Family & relationships 
  • Food & drink
  • Shopping & fashion
  • Sports & outdoors
  • Technology

Facebook Behavior Options for Targeting

This option factors into account data collected from users on their device usage, shopping behaviors, or their past intent while interacting on the platform. It allows you to target people with behaviors that fit the following buckets:

  • Digital tools used (operating systems, browsers, plugins, etc.)
  • Mobile device or browser details (iOS, Android, tablet, etc.)
  • Purchasing behavior (for cars, fashion, tech, etc.)
  • Media consumption (radio or TV)
  • Residential status (homeowner, renter, likely to move, etc.)
  • Seasonal events and interests
  • Travel profile (business travel, frequent traveler, commuter, on vacation, etc.)

When creating your first Facebook ad audience, it’s highly unlikely that you’ll use all of these targeting options at the same time. It’s best to start simple and tighten your targeting over time based on the data you collect showing who is interacting with your ads.

Facebook’s Reporting Capabilities

Depending on your marketing goals, you can customize Facebook’s ad report columns. However, by default, your Ads Manager table will most likely include:

  • Results. This shows the number of times people took action on your ad based on the objective you set it to have: link clicks, page likes, phone calls, leads, etc. 
  • Cost Per Result. This breaks down how much you spent on each of those results. (Total budget divided by the total amount of results.)
  • Reach. The number of unique users who saw your ad.
  • Impressions. The total number of times your ad was displayed on a screen (counting any time the same user refreshed your ad as well.)
  • Amount. The actual spend of your campaign’s budget within the allotted run time.
  • Bid Strategy. How you’re telling Facebook to bid in its auction to show your ad – you can use bid caps or target costs to ensure you don’t eat up your total budget too quickly.
  • Attribution Settings. The finite amount of time when conversions are credited to the ad and used to optimize who it shows to in upcoming run time.
  • Frequency. How many times a person in your audience is seeing the ad.

*Some of the terms above will be used again below. To avoid redundancy, please reference this list for an explanation of those terms.

Once a campaign finishes, Facebook allows you to download this data into a spreadsheet. You can even customize which metrics you want to include so you’re only looking at the ones that matter to your business. 

Looking at this data will help you understand how your audience is responding and adjust your ad targeting or ad creative as needed.

three people hold iPhones in their hands

How to Use LinkedIn for Social Media Marketing

If your business is geared towards professionals or companies, LinkedIn could be a great place to focus your businesses’ marketing efforts. You’ll find it has a lot of robust targeting options to help you reach your ideal audience online.

LinkedIn Audience Targeting Options

With LinkedIn Campaign Manager, you can build a precise audience with the following options:

  • Demographics (age, gender, location)
  • Education (fields of study, member schools, degrees)
  • Job experience (job function, job seniority, job title, years of experience)
  • Company (company connections, industry, size, or a business’ name, followers, and growth rate)
  • Interests and traits (member groups, member interests, member traits)

LinkedIn Forecasted Results

While building your LinkedIn audience, the platform provides an estimated results tool that shows if your targeting is too broad or narrow. This is especially helpful if you’re new to running LinkedIn ads and have no previous data to go off of.

Ongoing Optimization

One of the benefits of using LinkedIn for social media marketing is that it shows you which demographics are underperforming while your ad is running. Then you can exclude them during your ad campaign so you see a better performance and spend with your budget. Plus, you have a cleaner audience for future ads.

LinkedIn’s Reporting Capabilities

Similar to Facebook, LinkedIn offers a wide range of data to pull from at the end of a paid campaign. By default, you can access the following metrics:

  • Impressions
  • Number of clicks 
  • Click-through-rate percentage (CTR)
  • Average cost per click or result
  • Number of conversions
  • Cost per conversion
  • Number of leads
  • Cost per lead
  • Event registrations

Depending on the goal of your campaign (e.g. brand awareness, conversions, lead generation, etc.) you can customize your view to show the metrics that best indicate success. This data will help you figure out how you can best move forward with future ads. 

Want to learn more about LinkedIn advertising? View our guide on LinkedIn Ads which goes more in-depth about ad formats, audiences & more.

How to Use Pinterest for Social Media Marketing

Pinterest allows users to “pin” posts that interest them. This allows an ad’s pin to serve as its own remarketing campaign because users can see a businesses’ pin after the campaign’s initial run.

Businesses that benefit the most from Pinterest ads typically have a visually appealing product or service.  For example, the following industries can find a lot of success with Pinterest ads:

  • Outdoor builders & home remodelers
  • Home & lifestyle businesses
  • Retail and fashion companies
  • Art and design services

Since Pinterest is primarily used for finding and saving ideas, a kitchen design company is likely to gain more traction on Pinterest than an accounting agency.

Pinterest Targeting Options

Pinterest has a relatively simple targeting interface compared to other social platforms. Your targeting options for ads include:

  • Keywords & Interests (this is where an SEO specialist can help)
  • Demographics (gender, age, location, device type)
  • Placement (main feed browser or search)

Pinterest’s Keyword Targeting

One of Pinterest’s standout features is the ability to add and exclude keywords during your ad setup.  Part of this is that its users view Pinterest as a search engine. People log in to search topics like “bathroom remodel with vanity” or “large playset for backyard”.

Compared to LinkedIn and Facebook, Pinterest has a less detailed approach to who you’re targeting. But if you have an active audience there, it can end up being an extremely effective advertising tool.

Pinterest’s Reporting Capabilities

By default, Pinterest offers the following metrics to monitor the performance of an ad:

  • Spend
  • Impressions
  • Pin clicks (who clicked into the pin to view it)
  • Outbound clicks (who clicked the URL in your pin)
  • Cost per result
  • Click-through-rate (CTR)

While simple, all this data is good quality information that helps you understand how many people are visiting your website or landing page from Pinterest.

Is There a Winner?

So, which of the three covered is actually the best social media platform for marketing? Well, it really depends. Facebook, LinkedIn, and Pinterest all allow you to build and target a relevant audience. They just offer very different types of targeting. Instead of picking which one you think is a winner, you should test which platform is your home run.

Need guidance to get the best value out of your social ads? Our team is here to help you navigate.

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