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Adriana Motto

About Adriana Motto

Posts by Adriana Motto:

How Do Organic Posts Work with Paid Ads in My Social Media Strategy?

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  Depending on your personality, participating on social media for your small business could be highly energizing or completely draining. Whichever way you come at it, the bottom line is that your social media strategy must be purposeful and consistent for it to contribute to your business goals. One of the constantly evolving aspects of building a social following is striking the right balance between organic and paid content. Since the algorithms are always changing, businesses must remain flexible and ready to adapt their strategy to newly emerging styles. Social media companies rely on advertising revenue, which means that they […]

Leverage LinkedIn to Grow Your Small Business

As a small business owner, you know that social media should be some part of your marketing strategy. When you think about the various social media channels, how often does LinkedIn come to mind? While LinkedIn definitely has a more professional feel to it, it is a powerful social media platform. Small business owners, even those who only work locally, should maintain a consistent presence on LinkedIn. Once upon a time, LinkedIn was thought to be a place for job seekers. Today, business professionals use it to connect, network, and share personal or professional updates. LinkedIn can be an effective […]

Improve Your PPC Campaigns

  Pay-per-click advertising (PPC) is one of the most effective marketing strategies in digital marketing. In comparison to other strategies like social media, search engine optimization, and content marketing, PPC is unique in its capacity to gain instant results.  However, PPC is still complicated due to its multifaceted nature. If you’re looking for ways to build a strong PPC campaign, here are several approaches that can help you achieve pay per click success. Put Value First This is a tactic that works beyond PPC and digital marketing. Every business has a value proposition. A unique answer to the question; What […]

7 Easy Ways to Make SEO and PPC Work Together

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  Search engine optimization (SEO) and pay-per-click (PPC) advertising are two strategies that business owners use to gain more traffic and leads from their websites. Each strategy can produce results on its own; however, when SEO and PPC are used together, the results can be dramatic. Keep reading to find out how to use these strategies for your business. To be able to use both and get the desired outcome, you have to know some basic fundamentals about how SEO and PPC can work together. Let’s review the basics.  SEO is the process of optimizing your website to increase the chances […]

What’s Coming Next for Instagram in 2022?

Hello, 2022!  A new year is a perfect time to focus on new goals and new trends. 2022 promises to be an exciting year of possibility, change and many new trends. Motto Marketing will help you stay on top of all the emerging trends in 2022 with our Social Media Trends Blog Series. Let’s start with Six Instagram Marketing Trends to watch in 2022. Suggested and Chronological Content Feeds The Home Feed will now have the option to toggle between a “Suggested for you” and a chronological “Following” feed. So, what exactly is a chronological feed?  Chronological feeds to display […]

Five Steps to Demystify Pay Per Click Planning

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Pay Per Click campaigns can become a valuable revenue-generating part of your marketing strategy with some planning and know-how. But where should you start? Let’s demystify the Pay Per Click (PPC) planning process. The first step to designing a successful PPC campaign is to think through your overall marketing strategy. How will a pay-per-click campaign fit into the larger picture? Remember, a marketing strategy is defined as the long-term plan to promote your business and its offerings. A pay-per-click campaign can become a valuable part of your strategy but it requires a narrower focus on specific product or service streams […]

Why Do Marketing Personas Really Work?

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If you’ve been following my posts on developing Marketing Personas and how to use them, you may be worried that personas are too narrow-focused to bring in enough customers. It’s understandable why you might believe that targeted messaging leaves money on the table. It’s important to remember that digital marketing is different than the decades of traditional advertising we knew before the internet. Digital marketing allows you to reach the most profitable customers on a consistent basis – a detailed marketing persona will help you connect with those ideal customers. Quality over quantity will improve your bottom line. If you haven’t […]

I Have Marketing Personas, Now What?

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Marketing personas provide value to you as the business owner in understanding the motivations and buying patterns of your best customers. If the concept of a Persona is new to you, back up and read the previous blog post on why you need a Marketing Persona. If you have already gone through the effort of building marketing personas for your business, keep reading to find out the best way to leverage this valuable data for business decision-making. How Do I Use My Marketing Personas? To see persona-driven marketing in action, let’s imagine a marketing campaign for a garden center. We’ll […]

Does My Business Need a Marketing Persona?

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Running a small business demands that we know who uses our products or services and what drives a purchase. Yet, many businesses, big and small lean on basic demographic information to make these decisions. To begin to build a more targeted and effective marketing plan, you need to know more than demographics about your best customers. Building a customer persona takes some time and know-how but can help to clarify messaging, select digital marketing platforms, better target ad campaigns, and provide content ideas that generate more leads and sales. Creating buyer personas, and continually using them to guide your business, […]

Small Business Marketing Trends for 2021

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At the risk of sounding repetitive, 2020 has changed us. It’s changed marketing. We are all looking forward to better days ahead, but we are not there just yet. Many of the marketing lessons we learned in 2020 still apply and will continue to apply through the pandemic. As business has evolved this past year, so has technology. There are some exciting hi-tech changes coming in 2021 that will shape how businesses market despite our evolving environment. Read on for a breakdown of marketing trends that will impact small businesses in 2021. Marketing During a Pandemic This time last year, […]

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