Reflecting on the value of freedom
My agency Traction just got a trophy.
We were named “Best Independent Agency” of 2014 in the U.S. in two rounds of judging in the iMedia Agency Awards — first from a panel of judges including senior marketers from MasterCard, Walmart, Kellogg., Coca-Cola , and Hershey; next from the votes of almost 5,000 members of the marketing community.
To win any recognition from your peers is a huge deal in my business. But to be recognized as the best user of our independence as a driver of our success has me giddy as a pig in shit.
Why? Let’s start with the fact that I am free to compare myself to a happy little shit-covered pig in a public forum. Seems like a small indulgence, perhaps, but it’s reflective of so much more.
What freedom buys
Not having a corporate holding company overlord to report to gives us freedom — freedom to make decisions because we think they’re the right thing to do, not because we “have to make our numbers.”
We have the freedom to create a culture where people aren’t expected to work until 9pm every day (like I was when I worked at a holding company agency).
We have the freedom to invest... Read more
Reflecting on the value of freedom
Travel is one of the most incredibly hard industries to try to make your own way in. This is because many of the large competitors have cornered the market in many different ways. If the larger entities cannot market better than you but they can definitely outspend your budget to leave you in the dust. For this variety of reasons, you cannot get into a battle when money is involved but having efficient tactics of marketing a travel site or travel provider are important when you cannot match the volume of some of your competitors.
Quality Over Quantity With Links
Travel sites tend to link build for the generic keywords and even some of the largest companies have been penalized for Google for unethical link building practices. A smaller travel company cannot have the budget to buy thousands of low tier links but should concentrate on getting links on high tier sites. When doing this, it can help curb the advantage that the larger corporations have over you. A great infographic that is shared over a thousand times and reposted on giant sites is worth far more than links that are in directories or something of that nature. The content that you... Read more
Engagement might be the ultimate marketing buzzword right now, but figuring out how to get your audience interested and attract quality visitors to your brand -- especially on social media -- can be a tricky song and dance. Of course, there's no foolproof formula for it, but we can say with certainty that captivating photography is essential to produce impactful and shareable content on Facebook, Twitter and Instagram alike. Multiple studies* have been conducted, proving that photos are the most engaging content on Facebook, garnering an 87% interaction rate from fans, and that adding a photo URL to your to tweets can boost retweets by 35%. If you’re looking for engagement - likes, tweets, clicks, comments, and shares - a photo is going to be your golden ticket to helping get your target audience interacting with your company.
So with the power of photography to help market your business, along comes a lot of grey area when it comes to using images, particularly on social. What kind of photos are compelling? When do you pay for image rights? If you’re using photos for editorial use only, should you still get permission from the photographer? If you find a photo on Google,... Read more