Recent Posts by Larisa Aslanyan

Ignore Vanity Metrics and Build Meaningful Marketing Reports


Marketing reports are par-for-the-course for any marketing professional or business owner, yet month after month we are all faced with the temptation (whether we realize it or not) to produce reports that don’t actually mean anything.

This temptation is two-fold:

First, we are tempted to inflate the importance of our positive results. Of course, “400% increase” looks great, but reporting is meant to focus on what isn’t working as much as what is working. It should be a vital document that helps your leadership change course intelligently and allocate smart budgets. Serious business decisions will be made based on these reports, and if your report is nothing but fluff, those decisions will be weak as well.

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Posted by Larisa Aslanyan on November 8, 2018 in Marketing Analytics | 0 Comments

Marketing Tips: How to Sell an Expensive Product



If your product is not doing well on the market, price might be the first thing you look into. Interestingly, it's usually not the real reason why your products don't get off the store shelves. In fact, increasing the price in parallel with the quality has often been used to boost the marketing impact. Now, we don't suggest you do the same, but here are smart ways to market and sell an expensive product without giving up on the price:

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Posted by Larisa Aslanyan on March 27, 2018 in Digital Marketing | 0 Comments

Website Redesign Checklist. Do It the Right Way


So, it has come to this: you're thinking about redesigning your website. Congratulations! You have taken the first step by deciding to make the change, now take a deep breath and acknowledge that you don't want to jump from a website full of problems into another, better-looking website full of problems.

Too often, website owners fail to diagnose the real problems with their website, which happens to be the most critical step before a redesign. With the right diagnostics and a website redesign checklist, you will not waste time, funds, or the creativity of your designer. If you’re going to give your website a makeover, do it the right way.

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Posted by Larisa Aslanyan on December 14, 2016 in Web Design | 0 Comments

Do I Really Need Digital Marketing if Everyone Knows My Brand?


"If all these people are already specifically searching for my brand and arriving at my online doorstep, do I even need all that digital marketing?"

If you receive a lot of direct traffic or see dozens of brand queries in your Google Analytics, you've probably asked yourself this very question a time or two. It's absolutely a fair question to ask, but the answer isn't as simple as the question, and we'll have to dig into some details to explain everything for you. So, grab your shovel and let's dig:

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Posted by Larisa Aslanyan on December 7, 2016 in data management | 0 Comments

Web Analytics: Understanding Referral, Direct, and Email Website Traffic


So you want to increase traffic to your website. Don't we all! Getting traffic is the first step in the conversion process, but what you may not realize is that the type and quality of your traffic can determine if you will have a conversion process at all. This is why it is so important to understand the difference between all of your traffic channels before we can go any further. 

We covered Organic and Social channels in our previous article, so go back and read that if you want to attract customers from search engines and social media networks (go ahead and read that article, we'll wait!). Okay, now we can continue with Referral, Direct and Email channels: 

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Posted by Larisa Aslanyan on December 1, 2016 in data management | 1 Comment

Web Analytics: Organic & Social Traffic to Your Website


What is the next best thing to launching a brand new website? Seeing the first sign of new traffic! 

Traffic is the currency of digital marketing (that's where we're from!). You may be counting your success with visits or sessions...  every visitor in your web analytics is worth real money.

Before you ask your digital marketing agency for more traffic, let us get you ready to begin the conversation. Getting the traffic you deserve begins with knowing what kind of traffic your brand needs and how to get it.

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Posted by Larisa Aslanyan on November 22, 2016 in data management | 0 Comments

What Does "Content Marketing" Really Mean?


We do content marketing, and now you're probably thinking we write a "Pride & Prejudice" every single day. And while one "Pride & Prejudice" is nice to have, too many of those is definitely a bad idea (all the women out there, you know what I'm talking about). Jokes aside, you don't want to spend resources and energy creating THAT MUCH content; it's boring and we all have a limit of how much text we are willing to read every day. But does it mean that content marketing is boring and interests only sad librarians? Yeah .... no, not at all. 

Sorry to let you down, I am no Jane Austen and content is not just text. So, when you hear from us that you should be producing more content, here's what we mean. 

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Posted by Larisa Aslanyan on November 16, 2016 in Content Marketing | 0 Comments

3 Ideas for Generating Leads Without A Landing Page


If you’re a business and you’re not using digital marketing to generate leads, you may be relying heavily on personal referrals — or worse, cold-calling sales techniques. While referrals can be a great avenue for new business, it's not going to be a good primary lead generation method if you're serious about accelerating your business growth. Cold-calling rarely returns good quality leads and can seriously damage your brand reputation.

We've established that inbound marketing is the best way to reach prospects at the Zero Moment of Truth and generate leads, and one of our tactics for that is to create campaigns that are supported by landing pages, forms, distribution and promotion. But here’s a question: Are landing pages the ONLY way you can generate leads?

No, of course not. Here are some of the alternative ways you can connect with your target market and generate leads without a landing page.

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Posted by Larisa Aslanyan on November 1, 2016 in lead generation | 0 Comments

Are Your Leads Qualified? Make Your Lead Generation Work For You


As a savvy business owner, you understand the fundamental concept that lead generation = business growth. However, for whatever reason, you're a little gun-shy about committing to a digital marketing plan to achieve that lead generation. 

Perhaps you've tried doing some level of marketing but it didn't really generate the results you hoped for. Maybe you've been burned by one of those sneaky, dishonest, lazy marketing agencies that sold you a big dream and delivered very little... and then stopped answering your calls. Or maybe you just aren't convinced that marketing on the internet can truly produce enough new business to justify the expense.

In any of these cases, you’re not seeing the whole picture.

The reality is that marketing does work, but it has to be results-driven. This means there must be some defined goals to measure success, and there must be a cohesive, big-picture strategy for achieving them. Most importantly, you have to keep an eye on the big picture, and realize that lead generation is only a success if those leads are good enough that your Sales team can close them.

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Posted by Larisa Aslanyan on October 28, 2016 in Email Marketing | 0 Comments

Does Pricing Matter? The Psychology of Luxury Marketing


So, you’re in the luxury living industry (or 'Luxe Life,' as we like to call it over here) helping your clients reward their hard work with a little investment in their lifestyle — that sounds awesome! You provide the quality, comfort, style, and charm that your buyer personas are looking for, but how do you begin to convey that to them?

You may think that a hefty price tag will convey how top-of-the-line your product or service is, but will ultimately scare people away who are looking for a deal. So how do you handle pricing? Of course there’s an estimated price range in your head based on your expenses and your industry average (or so we hope), but do the numbers you put together actually matter? Let’s try to find out if they do, and if not, what does?

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Posted by Larisa Aslanyan on September 30, 2016 in Digital Marketing | 0 Comments