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My Internship at HMG—What I Learned

My Internship at HMG—What I Learned

Posted on Aug 01, 2017 by Alyssa Zucker

Having taken two advertising classes before beginning my internship with HMG, my knowledge of the marketing industry was limited. I remember sitting in the conference room listening to all the tasks I was going to take on and all of the social media accounts I was going to manage and being so excited to expand my knowledge in the field of marketing. Fast forward seven months, and I can honestly say I’ve gained value far beyond the tasks given to me.

My timing with joining HMG was optimal, as I got to witness and participate in the rebranding process first hand starting at the root of the company. I was able to work with our marketing coordinator, Emily, to generate a list of core values that represent HMG Creative. We started off with words, which turned to sentences, until we finalized a group of phrases that best suited HMG. We then got to watch our own language turn to art as the core values we produced became a mural on the wall right when you walk into the office.

Having a minor in Rhetoric and Writing, I was hoping I would be able to use writing in this internship. I was ecstatic when I was tasked to produce multiple blogs per week which allowed me to delve into researching the marketing industry, and expand my knowledge and understanding of the innovations in the fields of marketing and advertising. Writing these blogs gave me the opportunity to learn the terminology and services of the marketing industry. I am now comfortable in my understanding of marketing vernacular such as SEO, PPC Advertising, Inbound Marketing, A/B Split Tests, Wireframing, tracking ROI, UX Design, and so much more.

In the past few weeks of this internship, I was tasked with the seemingly daunting responsibility of writing eBooks. Understanding that eBooks can be vital to our inbound marketing strategy, I felt immense pressure to produce something that serves to demonstrate our expertise as a company. Once I began writing, these eBooks felt almost like a final exam for this internship. As I started to put words on the page, I realized how much I have truly learned working here. Being able to tie in my previous blogs to sections of the eBook and write in depth about concepts that were so foreign to me just seven short months ago solidified how much I have learned here at HMG Creative.   

I am so grateful for this opportunity to learn and grow at such an amazing company. Working here reassured my decision to enter the marketing industry in my future. I’ve enjoyed every single day I’ve come into work, and I look back on this experience with nothing but positivity. Thank you, HMG Creative!

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Is SEO Still Relevant in Marketing?

Is SEO Still Relevant in Marketing?

Posted on Jul 13, 2017 by Alyssa Zucker

The general concept is that higher value content achieves a higher ranking in search results, which ultimately increases visibility and drives website traffic. Search engine optimization (SEO) gives your site a fighting chance, by aligning its structure and content to the complex algorithms used by search engines. However, these algorithms and strategies are constantly changing, and have thus made it a struggle to keep up. In a quality-focused world of consumer choice, the question arises: is SEO is still relevant?

SEO

Search engine optimization is a strategy used by over 50 percent of B2B marketers for lead generation. Though the rules may drastically change, like when Google cut the keyword stuffing and backlinking methods, each change opens the door for new tactics to catapult search engine rankings.

Previously focused on desktop search, SEO is currently navigating the trend toward a more mobile-dominated market. This growing need for more engaging experiences on mobile is where responsive web design comes into play (if you haven’t heard of this, it’s time for an update), and new SEO algorithms are adapting to this. Another advancement in the realm of SEO is Google’s introduction of the Accelerated Mobile Pages Project (AMP). AMP allows for pages to load more quickly and easily, giving them more opportunity to be seen. AMP also introduces the possibility for publishers and advertisers to retain creative freedom for how their content appears.

Keywords

It is less likely, when searching, that a consumer will enter an exact website URL, opposed to a set of keywords. Keywords allow users to generally or specifically describe their search criteria, in a way that feels more natural than a longer URL. The right mix of keywords can also greatly benefit your search rankings, if users see your site as relevant, based on your keywords.

The outdated method of keyword stuffing is no longer relevant due to the trend toward a more narrow focus of traffic. While this update may seem counterintuitive, the new algorithm seeks to strengthen the quality of keywords to refine search-generated traffic into a more potent mix of relevant consumers. These changes ultimately reduce levels of extraneous consumers who really have no interest in your product or service. The remaining traffic is therefore made up of tangible, potential consumers—what the business folk call leads.

To answer our previous question: Yes, SEO is still relevant and vital to your marketing strategy. However, what works in January may change in March, so the ability to adapt is crucial as well. Various components, such as AMP or an up-to-date keyword strategy, work well to complement your overarching SEO efforts. However, one component on its own is no substitute for a solid strategy of thoughtfully implemented tools and resources. What do you think is the most important feature of SEO? Let us know in the comments!

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Is Advertising Becoming Too Invasive?

Is Advertising Becoming Too Invasive?

Posted on Mar 24, 2017 by Alyssa Zucker

Living in a world with technology at our fingertips, mobile devices have given advertisers greater opportunity to reach further into consumers lives. However, to succeed in this ploy, they have needed to cleverly adapt. So we ask, with the average person constantly bombarded by advertisements, has it become too much?

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Super Bowl & All You Need to Know

Super Bowl & All You Need to Know

Posted on Feb 02, 2017 by Kate Gothing

First things first, do you have plenty of chips and dip? What about burgers, hot dogs, and plenty of buns to go with them? And how about beer–is it stocked in the main fridge and the backup in the garage? Good. Now we can talk about the Super Bowl. Continue Reading →

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#TeamTuesday – Kate Gothing

#TeamTuesday – Kate Gothing

Posted on Oct 04, 2016 by James Trumbly

Whenever there are extra cookies in the office, we know exactly who’s desk to put them on. She may be the youngest in the office, but her dreams and aspirations are huge. We would like to introduce our summer and fall intern, Kate Gothing. Continue Reading →

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The Importance of Brand Loyalty

The Importance of Brand Loyalty

Posted on Jun 01, 2016 by Jenna Meltzer

Branding is often discussed everyday by individuals in the marketing, advertising and design industries, but rarely is it defined with a simple answer. In brief, branding is one of the most important tools a company can utilize to reach their target market, build recognition and develop customer relationships. It includes a wide range of factors such as logos, colors, patterns, typefaces, imagery, packaging, taglines, wording and more, all of which combine to create your company’s image.

Why Do Consumers Need Consistency?

In order to build a strong brand, you must stay consistent throughout all of your selected mediums. This strategy creates the opportunity to gain brand recognition among your target audience when done correctly. On top of that, consistency brings clarity and purpose that consumers then buy into. In turn, consumers become loyal to a brand. However, building this kind of trust takes time and effort.

Most consumers have to be exposed to a brand many times before they are loyal to it. So a consistent brand message has to be established so that consumers will immediately distinguish it from a competing brand. This means a business potentially loses customers, and may even help its competitors, if a consistent “look” and tone is not achieved. Continue Reading →