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13 February 2020 Published in Blog Written by

Yes, Digital Again

Digital Marketing Etc.

The path to reaching business goals works better using a digital marketing strategy. Why? Doing so helps you save money, evaluate vital data from which to make better decisions, and build customer trust. How so? Because it’s more affordable, flexible, and easier than traditional marketing approaches. Regardless of size, industry or geography, digital is necessary for growth and staying power today and tomorrow. The topics below define why.

Costs Less

Digital marketing uses targeted research and analytics to quickly determine which approaches are working well and which aren’t. Most digital marketing channels are less costly from the start and help you avoid overspending on underperforming campaigns.

More Opportunities

Digital marketing gives small businesses more opportunities to compete, improve brand awareness, and build an audience. That’s because it closes the gap between large, medium, and small companies and benefits each range with many of the same resources ... it’s about what you offer, not how tall your building is.

Measures Program Results

Single attribution (first touch/last touch) is the method of measurement used by most marketing teams. The theory: it takes an average of seven touches to convert a cold lead to a sale and puts the highest value on the first or last touch. Traditional marketing stats are much more difficult to measure say on the ROI of a print ad than it is to measure that of a digital ad given the print ad audience is much broader. Digital marketing targets specific audiences and can see which advertisement prompted which sale. Imagine.

A/B Testing Works

Experimenting with all aspects of a marketing campaign — A/B testing the location of an email, sign-up, call to action, the color of a promotional banner, a subject line — is much easier to analyze more quickly on digital feeds. Simple changes can be tracked and used to target customers more effectively. The results of A/B testing can improve targeting of print ads too. Example: if a company targets the same audience on a search engine as it does in a print magazine ad, the message will be effective for both.

Mobile Marketing Engagement

Mobile marketing is changing the way we all ‘view’ the world. According to Global Web Index, more than eighty percent of internet users own a smartphone, and ninety percent of the time spent on their smartphone is devoted to applications. Mobile marketing — from email and social ad design to SEO to branded apps —you to reach users in their comfort zone. Great concept.

Analytics Reveal Biz Models

Measuring digital analytics helps companies make informed decisions about where to invest their resources and improve efficiency. Gathering numbers from traditional marketing channels is a manual process, while most digital platforms, including social media and marketing automation, have built-in analytics dashboards with all data automatically available.

Digital Is Personal

Tech marketplaces have led customers and buyers to expect individual, personalized attention. “Click To Tweet” Digital marketing eliminates the “one size fits all” marketing approach by delivering better insight into segmentation. Using customer behavior tracking results to personalize outreach creates the ideal customer experience because you are reaching the RIGHT audience. It also increases trustworthiness, loyalty and a growing team of brand advocates. Which is the whole point.

Email Marketing Is Best

We always assume that our digital marketing strategy caters to the audience’s preferences. Fact: seventy-two percent of people prefer to hear from brands via email. And, email marketing sets targeted messaging right in front of customers and prospects. When automated, “trigger emails” can be sent automatically based on customer activity and personalized interactions … if you utilize that resource.

Building Social Media Trust

A “friend referral” instantly makes a company seem more trustworthy to prospects. Digital advertising leverages social media to make “likes” and other online reviews visible to friends of your customers. And, recommendations highlight your company thereby routinely building a positive impression and likely trust.

SEO Promotes Your Brand

Stats show that eighty-one percent of B2B purchase cycles begin via a web search. That’s likely why search engine optimization (SEO) has the best return on investment of any digital marketing channel right now. For a company to be seen, it must show up on the search engine’s first page. A solid SEO strategy is vital to improving your company’s search engine ranking.

Digital marketing works! Any of these approaches can move your marketing outreach forward. HQZ Experts can help you evaluate your options and implement a strategy to better marketing practices … give us a call (949-454-6149) and we can help you get started.

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14 January 2020 Published in Blog Written by

Hello, Can We Talk?

Promo Landing Pages - Your Marketing Engine

Marketers know the fundamentals of Home landing page best practices: 1) Relevant and Compelling copy, 2) Top-right form placement, and 3) Social presence. The following simple actions can also boost your page conversions. 

Speak to Their AOI

The old one-size-fits-all content doesn’t work today. To achieve real engagement in your landing pages, use lively content that speaks to this audience (area of interest), as if they are a new friend and you are getting acquainted. Define a message based on what you already know about them—mention things they relate to such as their work or industry or even hobbies then define how you share common interests.

When you set yourself apart with text that doesn’t sound like it just came out of a jar, more times than not they will stop and read on … because you are different! And, they know that your attention is aimed at them.

Up Your Image Game

Humans process visual information way faster than reading text. That’s why it pays to spend more time choosing images that appropriately impact for those you are pursuing. Rather than show them a picture of your product, your headquarters building or company President, consider who you really want to attract – then use images that appeal to them. If you spark an emotive response that they relate to, they will stop and check out the message.

Use Forms or Not

With more buyers using mobile devices and social media platforms, it’s harder to stay connected. Meaning forms may not be the best way to capture data anymore since people don’t really want to fill out a form ‘right now’.

There’s a bunch of non-intrusive ways to gather prospects’ information that capture registration and lead information through social media channels. By integrating your paid ad campaigns with your marketing automation tool/CRM system, you capture the data you need without hassling your prospects or redirecting them to another “Form” page. And, when prospects aren’t required to fill out form fields up front (yet know that their information is being collected), they appreciate the shortcut.

These tips can be fixed right now; if you do you’ll start seeing more responsive results very soon. So, before you send out your next marketing message, think critically about your landing page. Ask yourself:

  • Is the image really impactful?
  • Is my text personalized and targeted?
  • Have I minimized the number of form fields?

Do some or all of these things and you’ll begin to notice high-converting campaigns. And by testing and optimizing each element as you go, you can push your conversions even higher. Happy landings!

Pat Dwight

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18 December 2019 Published in Blog Written by

2020 B2B Marketing Trends Overhaul

2020 Marketing Changes

2020 promises many changes in how marketers do their jobs. Most experts who predict the significant changes in traditional marketing strategies see a common thread will see greater attention to ‘audience convenience’ and ‘personalization’. Whatever your vision, your marketing message must define how you solve ‘their’ problems.

This means emphasizing authenticity and connectivity beyond “sales-pitch hype” and a laser focus on your prospects and customers. Figure out ways of optimizing content and prioritizing the conversations you have with them. Decide What your company’s story will be then engaging your customers personally – and yes that means talk to them – capture their attention and their lifelong loyalty to your brand.

1: Marketing Technology Consolidation

Companies will cut their MarTech spending and focusing more on new processes. Small technology providers will thrive and systems that deliver little value – “analytics packages” that use basic Google Analytics onto the WordPress dashboard – will be discarded. Next year will engage talented B2B web developers given that existing lightweight plugin functionality merely inserts JavaScript in headers and that’s all it does. Security concerns and a leaner MarTech approach will focus on worthwhile unpackaged technology.

2: Themed Website Decline

Sure, formula WordPress themes are ubiquitous, inexpensive, easy to develop and deploy. But, because companies will need higher-end custom sites with a unique experience and premium branding, they’ll be shopping for something better. Color pre-built themes and frameworks gone and websites that are truly exceptional and differentiating are in.

3: ‘Consequential’ Data Review

Google Ads, Google Analytics, automation platforms and B2B marketing information have become, well, abundant. Marketers have realized that click-through rates by variant are based on “junk data.” B2B marketing in 2020 will employ meaningful metrics by evaluating what data is used to make decisions and actually influence the bottom line – not just generate stroke vanity.

4: Prospect Focus

Focus on your client. They’re the once who really matter and ARE your marketing targets. So, your approach should include a (re)focus on delivering experiences and messages that grab the potential buyer’s attention. It’s not about you. When marketers stop worrying about self-fulfillment and self-aggrandizement, they’ll refocus on what really matters – hearing the cash register ring.

5: Google PPC Yes with Some Modifications

Google Ads is now mature and simple … but has driven the cost up on a whole lot of areas. 2020 will see firms change their Google Ad bidding strategies that is more focused on who the buyer is and what they want. Smart marketers will now be focusing their bidding strategies on the problem potential customers are trying to solve, while avoiding high-dollar bidding terms. Learn about them and know who they are.

6: Sales & Marketing Get Divorced!

The line between marketing and sales has eroded to almost nonexistence. 2020 will revolve around sales enablement, meaning, marketing folks will assume a hybrid character by nurturing a prospect from their first interaction through customer engagement. Realize that that marketing-qualified leads aren’t enough now; marketers must create what sales needs by supporting their effort through the ‘close’ – and beyond. This calls for non-traditional lead nurturing, targeted advertising that coincides with demos and proposals, and pre/post-purchase email cycles. If your sales and marketing folks can play nice, it will reap great benefit.

7: From B2C to B2B

B2B lead generation seeks hyper-specialized targeting while B2C uses mass outreach tools. Think Facebook advertising which is often too blunt to be effective. 2020’s solution is based on demographics and predicted behavior and will highly target specific industry segments, companies and individuals, with laser precision. “B2B” gains a better understanding of the specific prospect - do they fit your demographic, and then, what’s the best approach to target them – not capturing thousands who may just vaguely resemble your prospect.

8: Reducing Garbage Content

People expect content – there is more of it today than ever before. But, producing content for content’s sake usually creates, well, junk and offers little value to the target. The awkward reality is that ranking on Page 1 of Google’s results doesn’t mean you’ll ever convert anyone. To survive, your 2020 B2B marketing should offer content exchanged well-presented useful stuff to the right audience.

Experts predict the biggest B2B marketing movement next year will be offering engaging messages that work for clients and talking to your audience – not hyping yourself. Go back and read #3 and #4!

Pat Dwight

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18 November 2019 Published in Blog Written by

Social Media Buzz Posts Matter

"Brand Buzz" On Steroids

Marketing Brand Buzz defines a product or service interaction between consumer/users by amplifying or changing a marketing message that either invokes a positive or negative emotion, energy, or expectation. It’s generated through marketing pursuits by a brand owner or the result of public awareness via social media (Facebook, Twitter, Instagram and YouTube).

Terms used to describe buzz in the business community include:

  1. Volume (the number of interchanges related to a product or topic in a given time period)
  2. Rating or Level (qualitative measure of positive or negative sentiment or amount of engagement associated with the product).

These buzz channel Measurements include:

  1. Visits, views, mentions, followers and subscribers
  2. Next-level measures such as shares, replies, clicks, re-tweets, comments and wall posts provide a better indication of the participants' engagement levels.

        Your Company’s Social Media Buzz Posts Matter

Social Media Users & Brand Interaction

A 2019 survey of 1,000 consumers asked which traits they want brands to portray online and what action-specific brand image (humor or friendliness) prompts a response as seen below:

  • 88% of consumers are annoyed when brands mock their fans
  • 75% of consumers appreciate humor from brands
  • 71% of consumers find brands engaging in politics online annoying

Brand Personality: the More Authentic…the More Effective Your Message Becomes

Brand personality connects your product and consumers and reflects what your brand stands for. It should be the standard running through all of your marketing and creative initiatives.

Tweak and Measure:

Consumers feel strongly about what they want from social platform brands. Across all age groups, 83% of consumers look for key characteristics of your brand’s personality revealed on Facebook which defines the greatest mix of content formats and target appropriate audiences.

Each product brand you have requires that you understand your audience and:

  1. why they’re use it?
  2. What content they expect?
  3. What is their threshold for your marketing push?
  4. What trends has this engagement rendered?

Once you answer these questions you can determine which platforms need more personality and which are okay.

Balance Between Cool and Annoying:

Navigating the line between annoying and cool requires that you either ‘hold’ or ‘mold’ your brands’ identity (why people like/use it) to what they expect. Then, talk to your audience the way they talk to you. Provide them with what they’re looking for—not what you want them to look for.

Humor on social doesn’t drive ROI, and depending on your industry, a humorous social presence isn’t your audience’s top priority. So, focus on what the majority of consumers want and what any brand - regardless of industry – provides to them: an honest, helpful, friendly connection.

Bragging can backfire as well. If snarky Tweets and humorous memes dominate your product’s personality, you may lose devotees. It is a fine line so focus on giving consumers the brand buzz they want: honest, helpful and friendly content.  View: in-depth US 2019 Report (select country):

Is your social branding buzz working for you? If not, HQZ Experts helps clients define the scope of their company’s social brand buzz outreach. Call us: 949-454-6149 or email

Pat Dwight

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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