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Latest From The Blog...

3 Insanely Effective Ways to Promote Your Mobile App Through Existing Audiences

It’s fairly clear that the world has gone mobile. As I walk down the street in NYC, I have to duck and dodge every few minutes to avoid running into someone with their head down, nose in their phone. No wonder mobile apps have become some prevalent. While I still contest that many (if not most) businesses don’t actually need to create an app (but rather just create a mobile-optimized website), many apps are the business onto themselves. And like any business, they need to implement a marketing strategy – or strategies – to succeed. One extremely powerful method for marketing a business – be it a service or a produce (or an app) – is to tap into existing audiences. Here are three ways to do just that…. Search Engine Optimization SEO isn’t appropriate for all apps. Mobile game apps, for example, probably aren’t going to benefit much from focusing a lot of effort on search engine optimization. Although mobile game designers can try to rank for terms like “best mobile games” or “best iPhone game,” the competition is likely too stiff, and the initial efforts are better spent elsewhere. For apps in a specific niche, like events apps for example, search engine optimization can go a long way by helping you tap into existing demand. Bar World, for example, is a nightlife and events app that is currently focusing on the San Diego area. Topic pages focusing on events and nightlife for that specific city are helping the app slowly move up in the search engines for keywords that their ideal customers may be searching for. The key here is to figure... read more

6 Things To Focus On That Will Change How Your Website Drives Business

I recently had the distinct pleasure to co-author a book that features contributions from over 20 world-class marketers. As marketing is essential for business success, the book is aptly titled “Creating Business Growth.” The New Year being a time for many to create new resolutions, many business owners will be setting new business goals.This book is a perfect read to start 2015. And it will actually be free on Kindle for the first few days of the year prior to going back to its normal price (you can get the launch notification by signing up here). It’s impossible to convey the amount of value that is in this book. And certainly hard to summarize in just one article. However, I’d like to share with you just six takeaways – six things you can focus on – that will completely change the way you drive business with your website. Marketing, especially when it comes to your website, is driven by content. So when it comes down to creating the content for your website, focus on these six things… 1. Focus on your customers… Most businesses make the mistake of taking a “me” approach. It usually translates across all marketing channels…ads, networking events, and, of course, websites. But the truth is, your customers are also taking a “me” approach. They don’t care about “you.” By switching the focus away from what your business does, and rather on what your customer is searching for, you can instantly enter the conversation in their minds, stand out from competitors, and make more sales. Of course, in order to do this, you have to figure... read more

What Can These Four Award-Winning Marketing Campaigns Teach You?

Article submission by JonJon Yeung. These days in marketing, it can feel like a daunting task when a client asks you to deliver something original. With technology and digital moving so quickly, we have become a world of innovators. It is difficult to fathom doing something new, but we can certainly take inspiration and do something better. How can marketers do that? By studying the techniques of successful campaigns and applying what works to our own. Here are some award-winning marketing campaigns that we can learn from: Snickers ‘You’re Not You’ Campaign     This star-powered campaign launched in 2010 with Super Bowl TV ad that featured Betty White. It proclaimed “You’re Not You When You’re Hungry”. The campaign was created by BBDO in New York and won the Gold Effie – one of the most significant awards in marketing communications – in 2011. They combined print and online advertisements, offered country-specific Facebook pages and used Twitter and YouTube for a multi-channel campaign. In the end, this campaign reversed Snickers’ image from a flailing candy bar brand to the snack everyone wanted to eat. The brand saw an 18,000% increase in YouTube searches for Snickers, a 13% increase in Snickers sales and over 400 million unpaid media impressions. What’s the takeaway? Keep it simple. This campaign was relatable: we’ve all experienced the feeling of being cranky when hungry and people have even coined the term ‘hangry’. When you target an experience or emotion that is fundamentally human and typical for your target market, you can bring real results. Apple ‘Get a Mac’ Campaign     Apple is always innovative... read more

Marketing for Consultants Survey: The Profitable Tactic You Likely Aren't Using

The good folks over at Consulting Success have recently finished conducting their annual marketing for consultants survey. The results are quite interesting. One thing that Michael Zipursky (head honcho over at Consulting Success) points out is the difference in marketing spend as compared to 2013. Consultants are spending less on marketing. But income levels have stayed pretty steady. So that means they are more profitable. This is really in line with industry trends (as consulting is a booming market and is growing rapidly). Companies are seeking to hire consultants more than ever before. The one thing I would really like to point out is the discrepancy between how much time people spend on marketing activities, and the activities that return the most income. For most activities, the effort put into specific marketing tactics corresponds with that marketing tactic having the highest return. However, referrals are an outlier. Only 17% of the consultants surveyed actively pursued referrals. At the same time, referrals were reported as the marketing channel that made the most money for over a third of respondents. It makes sense that referrals would be so profitable. After all, wouldn’t you be more likely to hire a consultant if someone you know and trust recommended them to you? This is the same reason that review sites like Yelp are so huge. And this is the same reason that companies who use social media correctly (which is very few of them) see such great returns. So why don’t consultants (and businesses in general) push for more referrals? Well, for most business owners, it would seem that a referral is a passive activity. The client... read more

The 4 Step List Building Plan to Get More Email Subscribers

It’s really difficult to think of a business that can’t benefit from email marketing. It’s cost effective. It keeps you on top of mind of potential customers so that even if they aren’t ready to buy now, you’ll be there when they are…and top of mind of current customers that are more likely to refer you. And the list goes on… But in order to get into email marketing to begin with, you have to build a list. Now, building a list is easy. Anyone can build a list. Building a targeted, profitable list is a bit more tricky.  So here are four steps to building a list of email subscribers that will actually benefit your business. 1. Who do you want on your list? This is the question you need to ask yourself before doing anything else. Figure out what you are selling and who you are selling to. This may seem like a simple question on the face of it. But most businesses struggle with this – or never even think about. And what you think you are selling may not actually be what your customers are buying. And the reasons that your customers are buying may actually be eluding you. There is actually a very special FREE, live event happening on that can help people with this issue (as well as others) on April 30th. I will be inviting my subscribers to the event. So if you want an invitation use any of the subscription links on the site. You can start simple though. And even focusing on more specific targeting will automatically set you apart from most... read more

Big Brands, False Promises and Marketing Alternatives that Really Work

You know what really grinds my gears? When ancient companies (I’m looking at you Yellow Pages) tell unsuspecting customers flat out lies to make sales. I recently had a conversation with a business owner who was at a cross roads. His business was growing enough that he was getting plenty of customers to keep busy. But not enough customers to fill the two locations that he had. Plus, he didn’t have enough man power to take care of two locations. So there were two choices: hire someone for a second location and improve marketing or scale back. He was leaning towards the first choice. When considering different marketing options he brought up a conversation he had with a representative from Yellow Pages. In the past, Yellow Pages have been a great source of business for many local businesses. But that’s in the past. Who uses the Yellow Pages any more? I don’t. I don’t know anyone who does. A study by Harris Interactive showed that 70% of American “rarely or never” use the Yellow Pages…and that study was done over three years ago! I wouldn’t make a blanket statement that marketing in the Yellow Pages is useless for everyone. There are some demographics it may still work for. But the truth is, it is getting to a point where it will be useless for everyone. Even Yellow Pages themselves admit that digital is the future. And that is why they’re pushing digital…a bit too hard… Bold Lies from Big Brands Recognizing that digital is the future, the Yellow Pages are trying to move an outdated business model online. The problem is they aren’t very... read more