It's about time.

Let us help. A little, or a lot.

No time (or money) for marketing as usual.

With brands deprived of resources due to COVID-19 and the inevitability of recurring outbreaks until a vaccine is widely available, maintaining business as usual marketing plans is unsustainable.

The reality for many SMB’s (Small & medium-sized businesses) is that their digital marketing spend has been some version of John Wanamaker’s famous quote:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half”

Whether the need for “agency-level spend” has changed due to the economic retraction may be open for debate, that the economic contraction will reduce business revenue significantly is not in question.

Enter Your Part-Time CMO. 

A modern marketing solution that leverages automation and optimization to deliver results at a fraction of the cost.

Vanity Metrics can make Kings out of Pawns

Vanity Metrics

Are you making progress?

Dr. Stephen Covey’s famous quote on leadership vs. management provides a humorous description of what is too often the result of scattershot Social Media and Digital Marketing management:

“Envision a group of producers cutting their way through the jungle with machetes. They’re the producers, the problem solvers. They’re cutting through the undergrowth, clearing it out.
The managers are behind them, sharpening their machetes, writing policy and procedure manuals, holding muscle development programs, bringing in improved technologies, and setting up working schedules and compensation programs for machete wielders.
The leader is the one who climbs the tallest tree, surveys the entire situation, and yells, “Wrong jungle!” But how do busy, efficient producers and managers often respond? “Shut up! We’re making progress.”

Our Analytical Approach

With an ever-expanding set of channels giving brands access to their customers and prospects, understanding nuance is critical. Key metrics are optimized only when costs are relative to their position in the funnel.

Your Part-Time CMO continuously monitors audience behaviors on the most significant platforms to offer guidance intended to optimize ad spend and amplify brand communication by ensuring the priority of organic reach before adding a paid component.

Our Services

FACEBOOK MARKETING

Organic reach is not dead for some businesses though most will require thoughtful consideration to identify the investment needed to run a successful Facebook strategy.

INSTAGRAM MARKETING

50% of Instagram users follow at least one business and 83% of Instagrammers say they discover new products and services on Instagram*

TWITTER MARKETING

If your team has the capacity, Twitter conversations offer multiple opportunities to drive real-time insights, engage, and provide value to both customers and prospects. If not, we know some folks…

FREE GOOGLE PROFILE

Have you opened a new location, redesigned your shop, or added a new product or service? Don’t keep it to yourself, Google has free business profiles for anyone looking to promote their business. We can help!

GOOGLE ADS

Artificial Intelligence is the buzzword of the moment, and we are all in. If PPC (Pay Per Click) is appropriate for your business, our Google Ads services, make sure you reach the right audience, at the right time, with the correct frequency and the optimal cadence.

YouTube Marketing

YouTube is the 2nd most viewed social platform & the 2nd highest ranked website. If a picture is worth a thousand words and a video is essentially thousands of pictures, can you afford not to have a YouTube strategy?

The Need for Planning

Advertising can take a lot out of one’s budget, and because of this, creating the perfect marketing plan is a business must. There is a strong, inverse relationship between advertising and having a social following — the bigger your “fanbase,” the lower your costs. As a result of this, many companies can brand and market themselves for little to no cost just by having a social audience.

In choosing which social medium to deploy, planning must include an analysis of the factors each algorithm considers when determining the reach it will reward any piece of content. In case you are unfamiliar with the term “algorithm,” a simple way to understand it is to think of a recipe. The right ingredients (inputs), in the optimal quantities, determine what is served.

Each platform/channel weights the value of inputs differently. Facebook used to call its algorithm “EdgeRank” and gave importance to

Affinity

By definition, affinity is “likeness based on relationship or causal connection.” In this case, Facebook considers the number of engagements between the entity posting content and the people following as a signal of “likeness” and, therefore, the potential for future/further engagement.

Weight

Different post types have different “weights.” A single line of text will have a different value than an image or video post.

Decay

How much time has passed since the original post.

Now, before my illustrious colleagues across the interwebs hoist me upon their digital petards, let me state clearly that EdgeRank as a term and as the sum of FB’s ranking factors evolved to a much more complicated and sophisticated algorithm many years ago. My choice to use it here as an example is for its SEO value as well as the simplicity with which it explains a vastly more complex system. EdgeRank was replaced by the much less cool sounding “Facebook Newsfeed Algorithm,” and but for the reasons listed should not be used to describe the modern Facebook social media posting algorithm.

In short, a brand’s capacity to create content, how much, how often, and of what type, needs to inform the selection process when choosing where to amplify your brand narrative.

Optimization for the Algorithm

The primary step to choosing a social media platform is identifying and understanding one’s TA and then molding the advertisement images and copywriting to that audience. The next step is to follow the visual aesthetic of each social medium; ads and posts can look very different from app to app and this is something to keep in mind when creating something visual to share online. This is why it can be more advantageous to post onto each platform individually with different images than post directly onto multiple platforms at once using the special features available.