No matter what type of business you operate, it is difficult to be successful without effective marketing. A good marketing strategy introduces your brand to your customers and keeps them informed about what you offer. Businesses that implement an effective marketing strategy are more likely to stand out from their competitors, which leads to more customers and a better return on investment.
Your brand should be at the center of your marketing strategy as it is the identity of your brand that consumers relate to and begin to trust. Recently, the Marketing Collective held the inaugural Marketing Matters summit in Schaumburg, IL which covered topics related to a brand’s relationship with public relations. This event featured presentations from several marketing professionals, including Patrick Panayotov of Proceed Innovative.
Marketing Matters Summit
The inaugural Marketing Matters summit was a half day event held on March 27, 2024, in Schaumburg, IL. This event was presented by The Marketing Collective, a group that consists of seven communication professionals in the northwest Chicago suburbs. The goal of the Marketing Collective summit was to educate and inspire attendees, including marketing professionals, business owners, and others, to elevate their marketing and public relations (PR) efforts to help distinguish their brand from their competitors.
The presenters at this event are marketing professionals that collectively have more than 100 years of experience in communications. Through their presentations, they shared their expertise with the attendees to help them gain a better understanding of why marketing matters.
The Marketing Matters summit featured the following presentations:
- Melanie Santostefano of Vicarious Multimedia and St. Steven Public Relations gave a presentation on how any and all promotional activities can influence a business’s image and relationship with the public.
- Alan Stern of Persona Marketing gave a presentation about how his H.E.A.T. Method (Humor, Education, Adding Value, and Trust) can help businesses with their social media marketing.
- Patrick Panayotov of Proceed Innovative and Jason Stallard of Love Local Media Agency gave a joint presentation on how video and online business activities impact E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
- A panel of visual marketing professionals, including Laura Lian Williams of Laura Lia Creative Partners, Jeff Miller of Divine Signs and Graphics, and Steven Long Jr. of Blink Tees, discussed tips and ideas to leverage branding through visual marketing.
How to Incorporate E-E-A-T into Your SEO Strategy to Increase Online Presence
In his joint presentation at the Marketing Matters summit with Jason Stallard, Patrick Panayotov broke down how to measure the success of an SEO campaign in three easy steps: increase your online visibility, measure new quality website traffic, and the conversion of leads. He mentions that Google Analytics provides a lot of valuable metrics, such as engagement rates, bounce rates, and the performance of individual website pages, but for those who do not want to be overwhelmed by the metrics, they can focus on the three areas Patrick mentions.
E-E-A-T Helps Increase Online Visibility
The key to increasing online visibility is to create valuable, engaging content that follows E-E-A-T principles. Whether creating website pages, blogs, video content, graphics, or social media posts, you should always keep E-E-A-T in mind.
E-E-A-T is a formula that is part of Google’s Search Quality Rater Guidelines. The purpose of E-E-A-T is to evaluate the expertise of the content creator. Consumers value content that contains authentic, first-hand information and pages with high E-E-A-T are rewarded by Google with higher rankings. The following are the principles of E-E-A-T:
- Experience: The content creator must demonstrate their first-hand experience with the subject of the content.
- Expertise: They must also demonstrate their expertise, including their skill and knowledge of the subject.
- Authoritativeness: Does the content creator and business creating the content have a good reputation within their industry to speak on the subject matter?
- Trustworthiness: Trustworthiness may be the most important aspect of E-E-A-T as consumers need to feel comfortable trusting your brand. Your content must be honest, accurate, and reliable to gain the trust of your customers.
Creating content that is high in E-E-A-T for your website, blogs, and social media profiles will help greatly increase your online visibility beyond your main website. Your content from across the internet will show up on the search engine results pages when people search for your brand or your products and services.
As Patrick explained in his presentation at the Marketing Matters summit, it’s very important “having everything integrated together so when somebody’s searching for you, they might not need to land on your online presence to learn about your business because there’s platforms like Facebook, Instagram, YouTube, where people can learn about you in different ways, where they want to be instead of where only you are.”
Digital Marketing from Proceed Innovative
The inaugural Marketing Matters summit was a success as attendees gained a better understanding of the importance of marketing in relation to their public relations from several experts who gave thought-provoking presentations. We look forward to future Marketing Matters summits from the Marketing Collective as well as further opportunities for Patrick to participate on behalf of Proceed Innovative.
At Proceed Innovative, we provide comprehensive digital marketing services to help businesses increase their online visibility and generate quality traffic and leads that turn into conversions. Our experts will work with you to understand your business and your marketing goals and form a multi-faceted digital marketing strategy to achieve your goals. You can expect the following from our digital marketing services:
- Search engine optimization (SEO): We will optimize your website with your main keywords and phrases and continue to refine website optimization to keep your website high in the search engine results pages (SERPs).
- Pay per click (PPC) management: We can help manage online ads such as Google Ads (PPC ads) and Facebook ads to bring in more traffic with targeted keywords.
- WordPress web design: Our web design team creates professional websites with fresh designs and user-friendly functionality.
- Mobile SEO: We make sure your website is mobile friendly so that it displays and functions properly across all mobile devices, including smartphones and tablets.
- Local SEO: If your business serves a local clientele, we will optimize your website for your main service areas to ensure that your business has a strong, local online presence.
- Lead generation: We can help businesses generate a high volume of quality, exclusive leads with proven digital marketing strategies.
If you want to learn more about how professional digital marketing services can help increase your online presence and grow your business, call Proceed Innovative at (800) 933-2402 or submit a contact form.
