Dayta Blog

Fractional Marketing Execution: What is the Value of a Rolling Tactical Budget?

Wed, 25 Mar 2026 18:41:47 GMT

Many clients understand the idea of a monthly marketing subscription. It covers strategy, planning, execution, and ongoing optimization. That part makes sense. What lends itself to further clarity is a rolling tactical budget within a fractional marketing execution approach.

 The question is fair: How do I budget appropriately for tactical?

At Dayta, our fractional marketing model connects executive-level strategy with execution to drive measurable results. The subscription provides strategic oversight and operational consistency. The rolling tactical budget supports the growth initiatives and specialized projects to build on that foundation.

In this article, we’ll clarify what a rolling tactical budget is, why it exists, and how it unlocks additional growth when paired with our subscription model.

What is a Rolling Tactical Budget and Why Does It Exist?

A rolling tactical budget is a dedicated, monthly allocation of marketing dollars designed to fund growth initiatives inside a fractional marketing execution model. It is a separate subscription service to ensure that when strategic priorities shift or new opportunities emerge, your team can act without delay.

Marketing is not static. Some months require steady optimization. Other times, new initiatives demand focused investment. A tactical budget provides the flexibility to move forward without creating new scopes of work or layered approvals for every request.

Unused funds roll forward month to month, giving teams the ability to handle immediate needs while reserving budget for larger initiatives.

These investments can include:

Website edits
Email campaigns, digital ad creative, and placement
Video editing and interactive content
Sales collateral and printed materials
Trade show displays and promotional assets

How is a Tactical Budget Different from Other Services?

Before you can see the value of a tactical budget subscription service, it helps to clearly separate it from other subscriptions. While they work together, they serve two very different functions inside your marketing investment.

Campaign , Creative , Consulting , or Fractional CMO subscriptions are the operational engine. It ensures campaigns are live, performance is monitored, and strategy stays aligned with executive goals:

Fractional CMO leadership
Strategic planning and roadmapping
Ongoing marketing management
Attribution tracking and performance analysis
Team coordination

Your tactical budget covers the investments required to execute growth initiatives beyond the scope of your subscription:

A rolling monthly allocation for execution
The ability to act quickly without new scopes or approvals
Flexibility to reserve funds for larger initiatives
Reduced administrative friction
Clear separation between operating costs and expansion investment

The subscription is a predictable operating cost that keeps strategy and execution consistent. The tactical budget is an investment allocated to act on new opportunities. Separating the two improves transparency, supports smarter planning, and allows high-impact initiatives to move forward without disrupting core operations.

How Does Tactical Pair with Other Services?

The subscription creates the structure. It ensures marketing is strategically aligned, operationally consistent, and measured through attribution.

The tactical budget introduces agility. When leadership identifies a priority shift, an expansion opportunity, or a strategic initiative, the budget enables the organization to move with intention rather than delay.

Because the budget rolls forward month to month, teams can also reserve funds for larger strategic initiatives while still handling day-to-day creative and execution needs. Together, they create a fractional marketing execution strategy that is both stable and responsive. Strategy stays disciplined, while investment remains flexible enough to support growth.

Unlock Growth with Dayta

The most effective approach to fractional marketing execution separates operational consistency from growth capital. They ensure the strategy is steady. They fund opportunities when data supports it. They make decisions based on attribution, not assumption.

With a structured subscription and a tactical budget, marketing teams move faster, reduce administrative friction, and maintain full visibility into performance and spend.

At Dayta, that’s exactly how we operate. If you’re ready to align strategy, execution, and intentional investment, explore how our services can unlock smarter, measurable business growth.

Frequently Asked Questions

Forecasting 2026 Marketing Trends: Dayta’s Six Key Takeaways

Fri, 23 Jan 2026 18:25:43 GMT

Marketing moves fast. For many businesses, the challenge isn't just knowing what's trending; it's figuring out how to keep up and what to actually do with the information. At Dayta, we saw many shifts in 2025. From the evolution of ad platforms to shifting digital strategies, 2025 brought significant changes to the marketing landscape.

In this article, we’re sharing the six key takeaways from 2025, what we expect to define 2026 marketing trends, and how fractional marketing can help marketers stay ahead without burning out their teams or budgets.

Top Six Marketing Trends for 2026

The marketing landscape is evolving fast, and the strategies that worked even a year ago may no longer deliver. Based on what we observed in 2025, these six 2026 marketing trends will shape how businesses connect with audiences, build trust, and drive results in the year ahead.

1. PMAX Made Waves in 2025, but It's Losing Steam

Performance Max (PMAX) gained traction in 2025 thanks to its promise of all-in-one automation. Initially, it helped marketers run efficient, goal-based campaigns across Google's ecosystem. But the shine wore off. Advertisers realized they had limited visibility into what was working and struggled to optimize performance due to minimal insight into placements, queries, and creative performance within the black-box system, sometimes allowing spam-like or bot-driven traffic signals to influence results.

Marketers began seeing diminishing returns, limited insights, and less control over performance.

As we look to 2026 marketing trends, the shift is clear. PMAX is no longer the one-size-fits-all answer. Businesses will need to bring more human strategy back into their ad management and lean on tools that provide visibility and control.

2. Spam Is on the Rise, and It's Hurting Your Visibility

According to Search Engine Journal , Google's spam problem intensified in 2025, cluttering search results and weakening user trust. This surge in spam is primarily due to underinvestment in spam fighting, forcing high-quality content to compete with AI-generated slop and manipulative tactics.

This impacts everything from SEO rankings to email inbox placement. At Dayta, we prioritize quality and clarity in all campaigns. Marketers should focus on original content, clean delivery, and trusted channels to cut through the noise and maintain visibility.

3. GEO Is Here, and It’s Changing How We Think About SEO

GEO, or Generative Engine Optimization, emerged in 2025 as search behaviors shifted toward AI-generated responses. Rather than optimizing only for traditional search engines, marketers now need to consider how their content is interpreted and surfaced by generative AI tools.

GEO is becoming a cornerstone of 2026 marketing trends. Success will depend on producing clear, authoritative content that answers nuanced questions, aligns with AI-generated answers, and still supports traditional SEO efforts.

4. The User Journey Still Drives Results

In the race for fast results, many marketers skip a critical step: the user journey. But the path from first touch to conversion still matters. Businesses that map intentional touchpoints and align messaging with buyer intent win more qualified leads.

Reinvesting in user journey mapping will remain a critical part of 2026 marketing trends. Focusing on lead nurturing and building clear conversion paths will be especially important moving forward.

5. ABM Is Back and Smarter Than Ever

Account-Based Marketing (ABM) saw a strategic resurgence in 2025. As digital targeting options grew more refined, businesses began focusing again on high-value accounts with more tailored messaging. Clean lists and sharper segmentation made a big difference.

In 2026, ABM is essential for B2B marketing. To remain competitive, brands will need to double down on ABM strategies that include clean data, smart segmentation, and high-value targeting.

6. Email Is Getting Better

Email quietly maintained its position as a powerhouse in multi-channel marketing. With improved deliverability tools and stronger personalization, it remains one of the most effective marketing tools.

Email will continue to play a core role in lead nurturing, product launches, and customer retention. Strong deliverability, personalization, and automation will separate effective programs from the rest.

Feeling Overwhelmed? This Is Where We Come In

Trends will come and go, but the need for a clear, connected strategy remains. At Dayta, we simplify complexity and help your team stay focused on what works. If you're ready to adjust your strategy for 2026 marketing trends, our fractional experts are here to help.

Reach out to explore how we can support your goals in 2026!

Frequently Asked Questions

ISI Case Study

Fri, 05 Dec 2025 20:58:39 GMT

How ISI Software Unified Its Brand and Boosted Engagement by 23% with Dayta

ISI Software, a niche SaaS provider offering oil change management software, set out to modernize its brand and bring a new cloud-based product to market. As a long-standing leader in its business category, ISI faced a unique challenge: launching a new, future-focused solution while sunsetting its legacy product and merging multiple brand identities under one cohesive structure.

Client Overview

Industry: Oil Change Software
Company Size: Mid-sized, long-established software provider
Client Name: ISI Software ( ints.com )

The Challenge

The struggle with an outdated brand and fragmented identity.

While ISI had a powerful product, its visual identity and messaging no longer reflected its innovation or leadership in the market. The company was preparing to launch a new cloud-based solution while also merging a sister brand into the newly launched platform.

ISI faced several key challenges with limited in-house marketing resources:

Managing a complex brand merger that risked confusing existing customers.
Competing with new brands offering modern UIs, even though ISI’s software was more robust in its capabilities.
Lacking a cohesive go-to-market plan to communicate the upgrade effectively.

The team needed a strategic partner to guide them through this transition and set them up for long-term growth.

The Solution

A tailored brand and GTM strategy built on clarity, structure, and process.

Dayta partnered with ISI to build a clear, strategic brand hierarchy and go-to-market plan that connected their legacy and product evolution. Throughout the process, collaboration was key. Our team worked side-by-side with ISI leadership to ensure every milestone reflected their vision and expertise.

Our approach included four key phases:

1. Discovery & Brand Hierarchy Strategy

We began by mapping the relationship between the two brands. This “brand architecture” became the foundation for all messaging and visuals. The goal was to simplify and bring clarity to ISI’s offerings without losing the brand equity and quality reputation built over decades in the industry.

2. Rebranding & Visual Identity

ISI’s new logo and visual system reflected its evolution toward a modern, cloud-first future while honoring its trusted legacy. We refreshed color palettes, typography, and imagery for a clean, modern, and professional look.

3. Website & UX Design

Dayta rebuilt ISI’s website from the ground up, aligning it with the new positioning and conversion-focused goals.

4. Go-to-Market Execution

To support the product launch, Dayta developed a GTM strategy and product rollout plan. From messaging frameworks to timeline sequencing, every activity from branding to creative worked together to hit a key trade show deadline.

The Results

A stronger brand, unified presence, and measurable growth.

The ISI rebrand and GTM execution positioned the company as a modern, progressive player in the oil change software industry.

Key outcomes included:

23% increase in website engagement following launch
Stronger lead generation pipeline as ISI transitioned from rebrand to demand generation
A unified brand hierarchy that simplified messaging across legacy and new product lines
A modernized online presence that better reflects ISI’s leadership and innovation

Their work played a crucial role in our successful sale .

Dayta was instrumental in establishing our compelling brand, clearly telling our story, and developing a website that aligned our market-facing image with our outstanding product. Their work significantly strengthened our market positioning and played a crucial role in the successful sale of our business.

Rick Feuling, CEO
Cloud Retailer

Ready to transform your brand and drive measurable results?

Contact Dayta today for a consultation.

How Often Should You Update Your Website?

Wed, 03 Dec 2025 21:10:35 GMT

“How often should you update your website?” is a question many businesses struggle to answer. Organizations often feel unsure about when a website truly needs attention. Some teams wait until the design feels outdated. Others wait until a major product launch. Many wait too long.

A better approach is to treat your website as a living part of your business. It should evolve with your goals, your audience, and the way people buy. To decide how often to update it, you need to know the signals that show it is time to act.

This article walks through the signs that indicate it is time for a refresh or rebuild, and explains why strategic updates are essential. For details on what to update and how to plan a website project the right way, you can watch the full webinar linked at the end.

The Importance of Keeping Your Website Current

Your website shapes how people understand your business long before anyone speaks with your team. It establishes clarity, credibility, and direction in the first few seconds of a visit. Because most buyers complete much of their research independently, your website is responsible for every stage of the journey.

When it falls behind your messaging, products, or audience expectations, the gap spreads quickly. Strategic updates prevent that drift and keep your website aligned with how people search, compare options, and make decisions today.

The Hidden Dangers of Not Updating Your Website

The real harm of an outdated website is not visual. It is the quiet confusion it creates. Missing product details, inconsistent messaging, or content that no longer reflects your strengths can push visitors away without any clear signal. People rarely give feedback when a website feels unclear. They simply leave. As a result, opportunities disappear before your team even knows they were there. This is why understanding how often you should update your website is essential. Keeping your site current protects against these silent losses and ensures your digital presence reflects your true value.

When Should You Update Your Website?

There is no universal timeline for how often you should update your website. Instead, watch for signals that show your site is no longer aligned with your business or your audience. These fall into two categories: tactical signs and strategic signs.

Tactical Signs It’s Time to Update

1. Your site does not reflect a new product or service.

If you have added or changed what you offer, but your website still shows your previous lineup, visitors form an inaccurate picture of your capabilities. This can lead to missed inquiries, confusion during sales calls, and a weaker first impression.

2. Your design feels outdated or inconsistent.

Visual drift happens slowly. New pages start to look different from old ones, or the overall style begins to feel outdated. When design loses cohesion, credibility drops, and users trust the experience less.

3. You completed a rebrand, but the site hasn't kept up.

A rebrand introduces new visuals, messaging, and tone. If your website still reflects the old identity, your brand feels fragmented, and your positioning becomes unclear. This creates friction for both prospects and returning customers.

4. Your CMS is complicated to update.

If simple changes require a developer or your platform feels slow and limiting, your content will fall behind. A website that is difficult to manage prevents teams from keeping information accurate and up to date.

5. You get traffic, but not conversions.

When visitors arrive but fail to take action, it usually means the story is unclear, or the path forward is not obvious. This is one of the strongest signals that messaging or user experience needs attention.

Strategic Signs Your Site Is Out of Sync

Translating your brand's emotional promise into tangible product value is the real differentiator. It's about ensuring that the inspiring narratives and commitments your brand makes are consistently reflected in the real-world benefits your product delivers.

1. Your sitemap does not feel cohesive.
A site structure that grows without a strategy can become confusing. If visitors struggle to find what they need, or if your pages compete for attention, your sitemap needs realignment to match how users think and navigate.

2. Your audience has shifted.
Businesses evolve, and so do ideal customers. If your website still speaks to an outdated audience, your content will feel misaligned, and your messaging will fail to connect with the right buyers.

3. Your value proposition has evolved.
If what makes you great has changed, your website must change with it. When your strongest value is missing or buried, visitors cannot see your differentiation, and your brand loses clarity.

Knowing When to Update Your Site is Step One. Planning is Step Two.

Understanding how often you should update your website is only the starting point. The real value comes from knowing what to update and how to align your site with your business goals, audiences, and internal systems. For a deeper dive, watch Dayta’s webinar for the complete framework and see examples of how organizations approach website updates with intention.

Frequently Asked Questions

A Guide to SaaS Product Positioning

Wed, 22 Oct 2025 20:30:49 GMT

How to Build Clearer SaaS Product Positioning—and Why Your Brand Depends on It

You’ve nailed the brand. Your tone is dialed in. Your site looks sharp. Your mission resonates. You know what makes your product great, but something’s missing when it comes to how your story lands. Clarifying that messaging isn’t just branding. It’s a strategy that helps teams sell better, connect faster, and build more trust.

This is where many SaaS companies find themselves: armed with a great brand, but struggling to articulate why their product stands out.

At Dayta , we work with SaaS companies navigating this exact challenge. Through consulting, collaboration, and strategic alignment, we help teams bridge the gap between bold branding and clear SaaS product positioning. In this article, we address common challenges and share insights to help you create better alignment:

Is There a Disconnect Between Your Brand and Product?
Why Isn’t Branding Alone Enough to Differentiate Your SaaS Product?

How Can You Rediscover Your Competitive Edge?

How Do You Align Your Brand Message with Real Product Value?

How to Find Your Product’s Value Proposition

Ready to Sharpen Your SaaS Product Positioning?

Is There a Disconnect Between Your Brand and Product?

SaaS companies often mature their visual identity, tone, and mission long before they lock in their product positioning. When the brand story outpaces the product story, it creates friction in every part of your go-to-market engine.

Signs you might be here:

Customers compliment your brand, but don’t actually understand what you do.
Your team defaults to “We do a lot of things,” instead of leading with one sharp differentiator.
Sales reps pitch features instead of outcomes—and everyone’s telling the story a little differently.

Sound familiar? Knowing you have a disconnect is the first step towards a solution.

Why Isn’t Branding Alone Enough to Differentiate Your SaaS Product?

The global SaaS market is experiencing unprecedented growth. Valued at approximately $321.34 billion in 2024, it’s projected to soar over $1 trillion by 2031. This explosive expansion brings with it intensified competition. While a strong brand can build awareness and establish trust, branding alone doesn't equate to clarity. In a crowded marketplace, it's not enough to have a compelling brand identity; you must also articulate a clear and distinct SaaS product position to remain competitive.

How Can You Rediscover Your Competitive Edge?

In the rapidly evolving SaaS landscape, standing out requires more than just a distinctive brand—it demands a clear and differentiated product positioning strategy. With over 30,000 SaaS companies competing in the market , it's crucial to articulate what makes your solution uniquely valuable to your target audience.

To rediscover your competitive edge, let’s work backwards from brand to product clarity. Here’s how you get there:

1. Revisit Your Customer Promises

What outcomes do you promise your customers? Not just what your product does, but what it helps them achieve . Ask yourself:

What specific problems does your product solve?
How does your solution improve our customers' workflows or outcomes?
Are you delivering on the expectations set by your branding and marketing efforts?

By aligning your product's capabilities with your brand promises, you reinforce trust and credibility with your audience.

2. Inventory Your Product’s Unique Mechanics

Examine what workflows, integrations, automations, or data access you provide that competitors can’t touch? Don’t just list features, link them to benefits. Consider:

What are the standout features that competitors lack?
How do your integrations enhance user experience or efficiency?
Are there proprietary technologies or processes that give you an edge?

Documenting these unique mechanics helps in articulating a clear value proposition that resonates with your target audience.

3. Ask Your Users

Your existing customers are a valuable source of information. Engage with your users to understand the true value of your product:

Why did they switch to your product?
What would they lose if it were to disappear tomorrow?

These insights can highlight your product's strengths and inform areas for improvement, ensuring your positioning aligns with actual user experiences.

How Do You Align Your Brand Message with Real Product Value?

Define Your Brand's Core Promise
Start by articulating the fundamental promise your brand makes to its customers. This should encapsulate the emotional and functional benefits your brand offers.
Translate Brand Promise into Product Features
Identify specific product features that directly support your brand's promise. For instance, if your brand promises to "empower marketers," your product should include tools such as AI-driven campaign optimization, plug-and-play templates, and instant analytics to fulfill that promise.
Communicate the Alignment Clearly
Use clear and concise messaging to communicate how your product delivers on your brand's promise.
Gather and Implement Customer Feedback
Regularly gather feedback from your customers to ensure your product continues to meet their needs and aligns with your brand's promise. Use this feedback to make necessary adjustments to your product and messaging.

How to Find Your Product’s Value Proposition

At the center of strong SaaS product positioning is a clear, defensible value proposition that resonates with your target audience. This means articulating not just what your product does, but how it uniquely solves a specific problem better than any alternative. A well-defined positioning strategy ensures that your messaging, product development, and customer engagement are all aligned, making it easier for potential customers to understand and choose your solution over others. Use this framework to sharpen yours:

Who’s the buyer?
Be specific—job title, size of company, pain point maturity.
What’s their number one pain point?
Not five pains. One. What keeps them up at night?
What does your product do better than anyone else to solve it?
Get to the core of what you do best, understand where competitors fall short, and own that space before you expand it.

Once you define this core, everything else becomes easier—marketing, messaging, sales enablement, even roadmap decisions.

Ready to Sharpen Your SaaS Product Positioning?

Strong branding can open doors, but strong SaaS product positioning turns curiosity into commitment.

If you’re ready to connect your brand to your product in a way that drives growth, Dayta’s consulting services can help. From value prop refinement to sales enablement and strategic GTM support, we help SaaS companies like yours find and own their edge.

Frequently Asked Questions

AI Writing Tools for Marketing: Copywriting for Brand Authenticity

Wed, 15 Oct 2025 16:07:14 GMT

In a rush to scale content, many marketers turn to AI writing tools.

It’s a smart move to supercharge efficiency, but the flip side is clear: when overused or unedited, AI content often reads like … well, a robot wrote it.

When AI content isn’t shaped by a human voice, it comes across as flat and inauthentic. At Dayta , we’ve helped brands leverage AI while balancing efficiency and authentic brand storytelling. In the sections ahead, we’ll share practical ways to strike that balance so your content stays authentic, trustworthy, and SEO-friendly.

Are AI Writing Tools Here to Stay?

AI writing tools are now staples in many marketing tech stacks. The list of what they can create is nearly endless, but in marketing, they’re most often used to outline and draft content, generate headlines, and spark new ideas.

It’s important to remember that AI is a tool, not a replacement for original thinking. If your team leans too heavily on AI alone, you risk publishing bland, generic, forgettable content that doesn’t appeal to readers, performs poorly in search, and dilutes your brand impact.

How Does Copywriting Quality Impact SEO?

If you publish content without a compelling voice, clear perspective, or real usefulness, you’re doing your readers a disservice and you’re missing out on search rankings.

Search engines trust credibility and originality: Algorithms favor content that demonstrates expertise, experience, authority, and trust (Google’s E-E-A-T framework). Your unique voice helps signal you’re not just rehashing generic content.
Real questions drive rankings: Top-ranking articles answer what people actually search for. If your content is just “filler” or noise, you won’t get traction.
Voice and perspective build trust: When people recognize “you” in your writing, they stay longer and engage more.
Audiences know when you're faking it: Content that feels hollow or insincere drives readers away and risks damaging the trust you’ve built with your audience.

Common AI Writing Pitfalls

When AI content feels off, it usually falls into one of these traps:

Overuse of clichés and filler phrases can weaken your message and make your content forgettable.
Repetitive sentence structures create copy that feels predictable and monotonous.
Lack of emotional nuance or personality leaves writing flat and unrelatable.
Generic messaging blends in with competitors and fails to differentiate your brand.
Unnatural punctuation choices, like em and en dashes, make writing feel mechanical.
Content without perspective explains what something is but offers no insight, making it less helpful to your audience.

Practical Tips to Create Authentic Content with AI

Here’s how to use AI with human creativity:

Define your brand voice and tone up front: Create a simple voice and tone guide (e.g., friendly expert, witty, nurturing) that all content (AI-assisted or not) has to pass through.
Prompt with specificity: Provide detailed guidance so the output reflects your goals.
Use AI for drafting, not publishing: Let it generate raw material (ideas, outlines, first passes), but always revise, rewrite, and personalize.
Layer in expert insights and a unique perspective: Add a perspective that is unique to your organization’s value proposition.
Tell stories, include anecdotes, lean in with personality: Even a small personal anecdote or “human moment” shifts content from robotic to real.

Partner with Dayta

AI writing tools are powerful. They can speed up drafts, help generate ideas, and support marketing teams under pressure. What they cannot do on their own is create authentic content that sounds like your brand, answer real customer questions, or build trust over time. The key is balance. Use AI writing tools for marketing efficiency, but rely on your copywriters to keep content human-written.

At Dayta, we specialize in blending AI’s efficiency with expert copywriting and marketing strategy. Our team ensures that your content does more than get published. It connects with your audience, ranks in search, and drives results. Ready to elevate your marketing content? Partner with Dayta and transform your content strategy into a powerful growth engine!

Frequently Asked Questions

How to Make the Most Impact with Marketing Budget Optimization

Tue, 14 Oct 2025 21:22:34 GMT

You don’t need a bigger budget—you need a smarter one.

SaaS businesses often have a marketing team in place but struggle with focus, direction, or the bandwidth to prioritize high-impact activities. Sound familiar?

That’s where marketing budget optimization becomes essential. This article shares 10 practical ways to optimize your marketing budget and explores how partnering with a fractional agency like Dayta ensures your dollars go further.

At the end of this article, you’ll have gained practical insights on how to align your spend with strategic goals, avoid costly missteps, and make confident, results-driven decisions.

1. Are you clear on your business goals?

Define your top-level goals: Are you focused on growing revenue? Increasing profitability? Expanding into new markets or consolidating existing ones? You may be preparing for a future exit or targeting specific products or services for growth.

Prioritize based on what matters most right now while staying aligned with your longer-term strategy. Clear business goals will shape your marketing objectives and determine where your budget will have the most impact.

2. How do you evaluate your current marketing position?

Start by evaluating your internal landscape. How big is your team? What's your cash flow like? Are you in a stage of aggressive growth or steady scaling? These elements influence how agile and ambitious your marketing plan can be.

Next, consider external factors. What’s happening in your industry? Are competitors increasing ad spend? Is the market becoming saturated, or are new opportunities emerging?

Your company’s size, maturity, and profitability will shape your ability to pursue high-impact strategies.

3. Have you built a marketing wishlist?

Imagine you had unlimited time, budget, and bandwidth—what marketing tactics would you pursue?

Capture all those ideas. Get input from other teams, not just marketing. Then, document and categorize them. Estimate the costs, tools, and people required to bring each idea to life.

Creating a wishlist gives you a vision for what’s possible and helps you identify the investments most aligned with your business goals. Categorize your ideas into 'need to have,' 'nice to have,' and 'bucket list' items—this will help you narrow down what gets funded now versus what can wait.

4. Are your priorities balanced between quick wins and long-term growth?

Short-term wins, such as a targeted ad campaign or a timely event, can deliver quick returns and build momentum. Long-term initiatives like SEO or brand development take more time but provide lasting value and stability.

The key is to strike a healthy balance. A budget that leans too heavily in one direction risks missing growth opportunities in the other. And while it might be tempting to stick with last year’s plan, marketing is not a set-it-and-forget-it process. Your business evolves, and your goals shift—your marketing budget should too.

5. Are you budgeting based on impact, not habit?

Take a critical look at the line items you've carried over year after year. Are they still delivering meaningful results? Or are they coasting on legacy approval?

Each budget item should map directly to a current business goal or produce a measurable outcome. This kind of accountability helps you make informed decisions about what stays and what goes. Optimizing your marketing budget means letting go of "this is how we've always done it" and focusing instead on "this is what actually works."

6. Are you avoiding common traps that waste budget?

Watch out for these common budgeting missteps:

Locking yourself into a rigid plan with no room to adapt
Trying to solve business problems with marketing alone
Betting big on a brand new tactic before testing it
Focusing all your spend on awareness without nurturing or conversion plans

Your budget should allow flexibility to respond to performance data, changing priorities, and new opportunities.

7. Have you explored flexible pricing and execution options?

Marketing isn’t one-size-fits-all, and neither is how you resource it. You can price out projects with freelancers, build an in-house team, or partner with a fractional agency to fill in the gaps of your in-house team.

Each approach has pros and cons depending on your goals, timeline, and internal expertise. Consider mixing and matching to create a solution that fits your strategy and budget.

8. Are you investing in foundational systems?

Before launching new campaigns, make sure your foundation is solid. This includes your CRM, marketing automation tools, and analytics setup.

These systems ensure your campaigns are trackable, measurable, and scalable. Without them, it’s nearly impossible to attribute results or optimize effectively, making even well-funded marketing less efficient.

9. Is there room in your budget for experimentation?

Innovation often starts with a test. Carving out a portion of your budget for experimentation lets you try new platforms, formats, or messaging with limited risk.

Don’t be afraid to pilot an idea, measure the impact, and iterate. Some of your best-performing tactics may emerge from small, calculated tests.

10. Could a fractional partner fill your gaps more effectively?

If your internal team is stretched thin or lacks deep expertise in certain areas, a fractional marketing partner can be a smart, scalable solution. Partnering with an agency like Dayta gives you access to senior-level strategy, creative execution, and channel expertise, without the overhead of hiring full-time staff.

A fractional partner can step in to lead high-stakes initiatives, provide specialized support, or simply give your existing team the bandwidth to focus on what they do best. Whether you’re launching a campaign, navigating a transition, or building a long-term strategy, this model helps you stay agile, efficient, and results-driven.

Maximize Your Marketing Budget Optimization Strategy with Dayta

Marketing budget optimization is not about cutting costs. It is about directing your resources toward what actually drives business outcomes. By focusing on strategic goals and performance-based decision-making, you can eliminate wasted spend and unlock better results.

Want deeper insights about how to approach marketing budgets with confidence and clarity? Watch Dayta’s Budgeting for Impact webinar today!

Frequently Asked Questions

10 SaaS Go-to-Market Strategy Pitfalls (and How to Fix Them)

Fri, 10 Oct 2025 19:54:06 GMT

Bringing a SaaS product to market, whether brand new or rebuilt from a legacy foundation, is a high-stakes move.

It requires more than just a functioning product. You need a go-to-market (GTM) strategy that puts the right message in front of the right buyers at the exact stage of their sales journey.

The reality is that most GTM strategies do not fail due to a lack of effort. They fail because of siloed marketing efforts that lose momentum and clarity when moving from strategy to execution. In this article, we will break down ten common GTM pitfalls that can derail a product launch and explore how go-to-market strategy consulting with Dayta can solve these challenges.

Is Your Go-to-Market Strategy Set Up to Win?

A strong GTM strategy isn’t just about getting to launch, it’s about building the kind of momentum you can sustain.

A few questions to check yourself:

Is your messaging showing up on the right platforms, at the right moment, with the right framing?
Can anyone on your team repeat your messaging without overthinking it?
Do sales and marketing share the same picture of success?

Even with a solid product and a defined ICP, if execution is scattered or messaging is vague, your momentum will suffer.

What Are the Common SaaS Go-to-Market Strategy Mistakes?

A go-to-market strategy isn’t plug-and-play. It’s nuanced, layered, and cross-functional. When done well, it aligns your product, marketing, sales, and customer success teams around a unified path to growth. When it’s off? You’ll feel it in your funnel.

Here are the 10 most common mistakes and how to fix them:

1. Knowing Your Audience, But Misjudging Market Access

The issue isn’t who you’re targeting, it’s how you’re trying to reach them. Too often, B2B go-to-market strategies rely on outdated assumptions about where buying decisions occur and who influences them. It’s not enough to know who your audience is. You need to understand how they make purchases. That means understanding where they go for information, what messaging they respond to, and how they expect to engage with your sales team. Revisit your route to market. Map influence chains, buying triggers, and channel behaviors, not just personas.

2. Positioning That Prioritizes Features Over Relevance

It’s easy to default to listing out what the product does. However, in most categories, what moves the needle is clearly articulating what the product means for the customer: what pain it resolves, what friction it eliminates, and what results it drives. Strong positioning doesn’t just describe functionality; it creates contrast. It shows your customer how their world improves when they choose your product, and why no competitor offers that same outcome.

3. Targeting Too Broad an Audience

Your total addressable market might be massive, but that doesn’t mean they’re all ready to buy today. Spreading your SaaS go-to-market strategy too thin leads to messaging dilution and budget waste. High-performing GTM strategies are often narrow at first, designed to win in the clearest opportunity zones before expanding outward. Prioritize the segments with urgent pain and shorter decision cycles.

4. Sales and Marketing Are “Aligned” On Paper, Not in Practice

Regular syncs and shared dashboards won’t resolve misalignment if sales and marketing are chasing different outcomes. Marketing may be focused on volume while sales is frustrated by lead quality, creating friction that slows everything down. True alignment means agreeing on how leads are defined, how they’re handed off, and what “success” looks like at every stage of the funnel. When both teams work from the same playbook, opportunities move forward instead of stalling.

5. Defaulting to Channels Instead of Designing for Buyer Behavior

A channel strategy shouldn’t start with budget allocation; it should begin with understanding the buyer’s journey. Where does your audience discover, evaluate, and validate software? Great GTM doesn’t just show up in the right places; it’s built around the way your buyers actually make decisions.

6. Rushing the Launch

Getting a product into the market is a milestone, but it’s not the same as a launch. A strong launch is more than flipping a switch. It’s about ensuring customers are ready, your messaging has been thoroughly tested, and your team is aligned on what’s to come. Too many SaaS launches fall flat because they skip that groundwork and hope momentum will happen on its own. Treat your launch like a campaign, not just a feature release: equip your team, listen to early customer feedback, and build external buzz that lasts beyond day one.

7. Measuring Activity Instead of Impact

It is easy to track vanity metrics, such as emails sent, impressions, or page views, but those numbers rarely reveal what is actually working. Without proper attribution , you are left to guess which efforts are moving deals forward and which ones are wasting time and budget. The most effective GTM teams connect actions to real outcomes: which activities influence pipeline progress, where prospects drop off, and which touchpoints lead to closed revenue. It is not about doing more; it is about knowing what makes a measurable difference.

8. Ignoring the Competitive Landscape

Buyers do not make decisions in a vacuum. They are comparing your product to others on features, pricing, messaging, and trust. If you are not actively tracking how competitors show up, you risk sounding interchangeable. Keeping a regular pulse on the market helps you position your product with clarity and gives your team the language to stand out in crowded conversations.

9. Underestimating the Complexity of B2B Sales

Selling to a business almost always means selling to a group. Each person in that group has different priorities, different questions, and a different definition of risk. If your B2B go-to-market strategy assumes a straight path to “yes,” it’s going to fall short. The better approach is to map out who’s involved and what matters to them, then equip your team to navigate that reality with purpose, not guesswork.

10. Doing it All In-House

Most teams don’t struggle from a lack of insight; they struggle from a lack of capacity. GTM planning requires focus, coordination, and follow-through, but it’s often competing with shifting priorities and lean resources. That’s where go-to-market strategy consulting brings strategic clarity and the operational lift needed to turn plans into outcomes. An outside partner can help you move faster, align cross-functional efforts, and avoid the costly delays that often come with doing too much in-house.

Partner with Dayta and Craft a Winning SaaS Go-to-Market Strategy

A SaaS go-to-market strategy isn’t just a slide deck; it’s how you bring a product to the people who need it, in a way that’s clear, coordinated, and repeatable. Most experienced teams already know where the friction points are. The hard part is execution: turning insight into action when your team is juggling product updates, shifting priorities, and limited time.

Partnering with a go-to-market consultant like Dayta can help you fill the strategy and execution gaps, so your launch doesn’t just happen — it performs. From refining your message to aligning cross-functional teams, we bring the structure, clarity, and momentum that keep things moving.

Ready to refine your GTM strategy? Explore our Go-to-Market Consulting Services today !

Frequently Asked Questions

How do I know if my GTM plan needs refinement?

The most obvious signs appear after launch: leads aren’t converting, messaging isn’t sticking, sales and marketing are out of sync, or the right customers simply aren’t showing up. These are symptoms of deeper strategy gaps. If traction is slower than expected, if internal teams are pointing in different directions, or if your funnel is busy but not productive, it’s worth taking a closer look at your go-to-market approach.

What’s the biggest mistake SaaS companies make in their B2B go-to-market strategy?
Scaling too soon, before they’ve validated what actually works. That usually means expanding into new markets without first confirming that the core messaging resonates, the product fits the audience’s real needs, and the conversion path is reliable. When those fundamentals aren’t in place, more spend just amplifies the inefficiencies. A solid SaaS go-to-market strategy starts small, learns quickly, and only scales what’s proven to drive results.

Can a GTM consultant really help?

Yes, especially when your team is already stretched thin or navigating a complex product rollout. Go-to-market strategies impact nearly every aspect of the business, from positioning and messaging to sales enablement, marketing operations, and cross-functional alignment. Most internal teams have the expertise, but not always the time or structure to pull it all together. A good GTM consultant brings both strategic clarity and execution support, helping you fill critical gaps, avoid costly missteps, and move faster with fewer false starts.

How to Use a CRM For Marketing: Attribution Mistakes to Avoid

Thu, 18 Sep 2025 20:13:20 GMT

There’s a common misconception in marketing: having a CRM automatically means you have attribution.

The reality is very different. Most CRMs are underutilized. They do a great job of storing customer data, but they fail to show where leads are actually dropping off in the funnel. Without clear attribution, marketers are left guessing which tactics are working and which ones aren’t.

At Dayta , we’ve identified the most common attribution mistakes that keep teams from accessing comprehensive insights from their marketing mix. To solve this, we’ve developed an attribution framework that connects sales and marketing reporting. The result is clearly defined insight into where leads are falling off the funnel and which campaigns and touchpoints are actually driving revenue.

Why Doesn’t a CRM Equal Attribution?

CRMs are designed to store and organize customer data. They track contacts, log activities, and manage opportunities. But attribution is different. Attribution means connecting marketing touchpoints, from initial outreach to the last demo request, and understanding how those moments influenced a sale.

Without consistent UTM tracking, marketing automation integrations, and attribution models, CRMs leave reporting gaps. You’ll know who your leads are, but you won’t know why they converted.

How to Use a CRM for Marketing Attribution

To turn your CRM into more than just a database, you need a deliberate approach. Here are the essentials:

Consistent campaign tagging with UTMs – Every ad, post, and campaign must be tagged.
Integration with marketing management platforms – CRMs alone can’t capture every touchpoint.
Data hygiene across marketing and sales – Inaccurate or incomplete records kill attribution accuracy.

When these steps are in place, your CRM evolves from a static database into a revenue-driving attribution engine.

What Are the Common CRM Attribution Mistakes to Avoid?

Even with the right intentions, CRMs are often underutilized when it comes to attribution. The same patterns emerge across organizations, resulting in incomplete reporting and misleading insights. Here are the five most common mistakes that limit your CRM’s effectiveness in connecting marketing to revenue.

1. Treating Lead Source as the Full Story

Lead Source fields oversimplify the buyer’s journey. They capture the first or last click but ignore the multiple touches that influence a conversion. And when Lead Source is manually entered (as it often is), it’s even less reliable. Sales reps may not know where the lead really came from, and prospects may not remember their first touchpoint either. As a result, too much of the journey stays invisible. Focusing on lead source is a great start, but it’s not an accurate reflection of the full customer journey.

2. Automating Lead Flow

Manual lead entry creates gaps: missed contacts, incomplete attribution, and inconsistent records. Instead, set up automation so that every form fill or phone call creates or updates a contact in your CRM. Ideally, this process should also capture key conversion data, like UTM tags, at the moment of submission. You’ll still need human review to qualify leads, but automation helps preserve data integrity and ensures no leads slip through the cracks.

3. Aligning Your CRM Stages with Your Actual Sales Process

CRM stages should reflect how your customers actually make decisions. Too often, they’re copied from templates without accounting for the real steps required to make a purchase. When CRM stages don't match that journey, your data will be off, you'll miss key signals, and lose visibility into what's really working. Customize your stages to mirror the way your customers move, and you'll have reporting you can trust. One big tip? Pick past tense for your stages, and only move deals to that stage when an action has happened. This ensures clarity.

4. Neglecting Sales Data Hygiene Issues

Attribution falls apart when sales data isn’t clean. If reps don't progress leads to MQLs, don't attach contacts to organizations and deals, or inconsistently report revenue, the CRM can’t connect marketing influence to closed revenue. Marketing may be generating demand, but without accurate sales inputs, you’ll never see the full impact.

5. Relying Only on Default CRM Reports

Many out-of-the-box CRM reports aren’t built for robust attribution, or they only provide surface-level metrics but stop short of showing how different marketing efforts work together to drive results. Relying only on these reports can understate marketing’s impact and make it harder to know where to invest next.

6. Going at It Alone

Attribution is complex. Even with the right tools in place, stitching together the full story takes time and expertise. Partnering with the right agency can help you build a system that connects the dots between marketing activity and revenue impact, and tailor that system to how your business actually operates.

Enhance Your CRM and Attribution Capabilities with Dayta

Mastering how to use CRM for marketing isn’t about building an attribution strategy that connects every campaign to revenue impact. With proper attribution, your team can make confident decisions about where to invest next. Because going with your gut isn’t a strategy, accurate attribution is.

With Dayta, you can move past default CRM reporting and gain the attribution framework needed to see precisely where leads fall off the funnel and which tactics drive growth. Want to learn more? Watch our webinar recording on B2B marketing attribution strategies today!

Frequently Asked Questions

 Can a CRM handle attribution on its own?
Fundamentally, your CRM is built to track relationships and deal progression. That data is a key input to your overall attribution, but most CRMs don’t have the functionality you’d need to rely on them for attribution alone.

How can I make my CRM more accurate for attribution?
As much as possible, automate lead flow into your CRM to reduce human error and capture key conversion data. Then, enforce data hygiene by ensuring contacts, organizations, and deals are correctly linked, revenue is updated at close, and deals progress through stages in real time.

Why partner with Dayta for attribution?
Dayta provides proven frameworks, a marketing management dashboard , and expertise to enable full-funnel attribution, driving smarter marketing and stronger revenue outcomes.

Why Customer Retention in Marketing is Essential for Growth

Fri, 06 Jun 2025 18:07:35 GMT

Businesses often obsess over generating new leads, pouring time and resources into the beginning stages of the sales journey. While lead generation is essential, many companies overlook the most valuable asset they already have: their current customers.

This blog explores why customer retention in marketing is equally vital as lead generation and how businesses can unlock sustainable growth by investing in the post-sale journey.

In this article by Dayta , you’ll learn:

Why businesses focus too heavily on lead generation
The value of current customers
What causes customer churn
The real costs of customer churn
How to reimagine the buyer journey
How to foster loyalty and reduce churn

Why Do Businesses Focus Too Heavily on Lead Generation?

Traditional marketing strategies often prioritize the top and mid-funnel stages of the sales funnel. These areas are easier to quantify, track, and celebrate. New leads look like growth. However, acquiring customers is only half the story. Focusing solely on new business neglects the deeper opportunity waiting at the bottom of the funnel.

What Is the Value of Current Customers, and Why Is Retention Important?

Your current customers have already said yes. They know your brand and your product. That trust is a springboard for growth. Retention marketing is what keeps these customer relationships active and engaged. It builds customer loyalty, increases lifetime value, and reduces the need to rely solely on acquisition. Here’s why your current customer base is your biggest asset:

Free marketing power – Happy customers generate referrals and positive word of mouth.
Faster conversion – Upselling and cross-selling typically require less effort. According to Forbes , existing customers are 50% more likely to try new products or services.
Valuable feedback – They provide insights that enhance your product and overall experience.
Predictable revenue – Retained customers provide stable, recurring income.

What Causes Customer Churn?

Churn occurs when the customer experience fails to meet the expectations set during the marketing and sales journey. When the promised value is not delivered or is misunderstood, customers begin to disengage. This disconnect can erode trust, reduce satisfaction, and ultimately lead them to walk away. Here are some common factors that contribute to churn:

Expectations vs. reality – Are you delivering what you said you would?
Product experience – Are customers getting what they expect regarding your onboarding support and customer service philosophy?
Support gaps – Are users equipped to succeed?

What Are the Real Costs of Customer Churn?

Churn does not just mean losing a customer. It represents a deeper ripple effect across your business. When a customer leaves, it is often a signal of missed expectations, unmet needs, or a gap in your engagement strategy. This loss results in lower revenue, missed referrals, a damaged brand reputation, and slower growth. Over time, attrition makes it increasingly difficult to establish credibility, sustain customer trust, and scale operations. And beyond these consequences, the financial burden is steep. It costs five to seven times more to acquire a new customer than to retain an existing one. Churn is not just an event. It is a clear signal that your customer experience needs immediate attention.

Reimagining the Buyer Journey: What Is the Dayta Loop, and How Does It Close the Funnel?

Most sales funnels end at the choice stage, treating the moment of purchase as the finish line. In reality, the journey continues beyond the transaction. What happens after a customer makes a purchase is just as critical as what leads them to that point. Ignoring this phase means missing the opportunity to build lasting relationships, drive loyalty, and turn customers into advocates. The post-sale experience should include:

Evaluation. This is the stage at which customers assess whether you delivered on the promises made in your awareness and consideration stage initiatives.
Advocacy. Loyalty grows when customers in the evaluation stage are satisfied with the experience of the product or service. Customers in this stage are your biggest asset; become champions of your brand.

At Dayta, we’ve developed the Dayta Loop, a closed-loop model that shows how customer advocacy naturally reactivates the top of the funnel. When satisfied customers share their experiences and refer others, they become an extension of your marketing engine. The buyer's journey is not a one-way path. It is a continuous cycle that moves from awareness to advocacy and back again.

How Do You Foster Loyalty (and Reduce Churn)?

Customers are constantly evaluating. They want to know: Is this worth it? Every interaction after the purchase is part of that evaluation. Adding value after the purchase helps customers feel supported, see results, and instills confidence in the decision they made to choose your brand. To build loyalty:

Shift your mindset. Loyalty must be earned. Recognize that trust and repeat engagement do not happen automatically.
Map content to the evaluation and advocacy stages. Tailor messaging to support customers as they assess and recommend your brand.
Reinforce value consistently. Highlight wins and remind customers of the impact your product or service delivers.
Use data to anticipate needs. Let behavior and usage trends guide how and when you engage.
Collaborate across teams to deliver a seamless experience. Ensure marketing, customer success, and support are aligned to serve the whole journey.

Master Customer Retention in Marketing with Dayta!

Customer retention in marketing is not a secondary tactic; it is a growth strategy rooted in long-term value. Throughout this blog, we explored how retaining customers can be more cost-effective than acquiring new ones, how post-sale engagement drives advocacy, and why loyalty is something that must be nurtured with intention. Your current customers are your most reliable source of future business. Treat them accordingly, and you will build lasting, sustainable growth.

For more actionable insights and a deeper dive into retention strategy, watch our Marketing for Retention webinar today!

Ultimate Guide: Generative Engine Optimization Best Practices

Wed, 21 May 2025 14:52:35 GMT

Technology isn’t just evolving, it’s accelerating. And in marketing, that pace is impossible to ignore.

One of the most significant shifts we are seeing today is the rise of generative AI in how consumers search, ask questions, and make decisions. Tools like ChatGPT, Gemini, Copilot, and Google’s AI Overviews are changing the way people discover information. Instead of browsing through a list of links, users now receive direct answers. This behavior is reshaping the way brands need to show up online. If your strategy relies only on traditional SEO, you are missing a critical part of the picture.

This blog by Dayta will help you understand:

What is Generative Engine Optimization (GEO)?
What is the difference between GEO and SEO?
Why does GEO matter for marketers?
What are the best practices for generative engine optimization?
How should marketers integrate GEO into their content strategy?

What Is Generative Engine Optimization?

Generative Engine Optimization, or GEO, is the strategic practice of optimizing your content to appear in AI-generated responses rather than relying solely on traditional search listings.

Unlike SEO or SEM, which are designed to boost your rankings in search engine results, GEO focuses on becoming the answer itself. When someone asks a question using tools powered by large language models (LLMs) such as ChatGPT, Google Gemini, or Microsoft Copilot, those tools do not return a list of links. They generate direct responses by pulling from trusted, well-structured sources.

A study conducted by Attest discovered that nearly 41% of consumers trust AI search results over sponsored results. So when your brand appears in these responses, people don’t just notice it—they trust it. You become the source that helps someone make a confident decision before visiting your website.

What is the Difference Between GEO and SEO?

GEO differs from SEO in one key way: while SEO focuses on improving your website’s position in search engine rankings within Google or Bing search results, GEO is about making your content discoverable by Generative AI tools that provide direct answers. Instead of optimizing for clicks, GEO positions your brand to be cited or referenced within AI-generated responses. This requires a shift in strategy, emphasizing clarity, authority, and structure so that large language models (LLMs) can easily understand and surface your content during search queries.

Why Does GEO Matter for Marketers?

The way consumers discover brands is shifting fast. People are no longer relying solely on traditional search engines to find answers. Instead, they ask conversational questions and turn to AI tools for answers, to compare options, and to make informed decisions without ever clicking on a website.

According to the Consumer Adoption of AI Report , 30% of consumers now use generative AI tools to research products or services. That number is only growing. This represents a major shift in how people discover information. Visibility is no longer just about ranking. It is about being recognized and referenced by the AI tools your customers are already using. In short, this is where your audience is. If your brand is not showing up in these spaces, you are missing critical touchpoints in the customer journey. Here’s why it matters:

Your customers are already using AI tools to make decisions. Generative AI is now part of how people shop, search, and solve problems.
Traditional SEO is still essential, but it is no longer enough. Ranking on Google still matters, but it does not guarantee visibility in AI-generated responses.
GEO helps you appear in the answers, not just the listings. Generative AI tools summarize and cite content. If you are not part of the summary, you are not part of the conversation.
Visibility in AI results builds credibility and trust. When AI tools pull from your content, it positions your brand as a reliable source.
Missing from generative results means missing key moments of influence. Discovery now happens through conversations with AI. If your content is not part of those conversations, your brand is invisible when it matters most.
Being included in AI responses gives you a competitive edge. Early adopters of GEO are gaining attention and market share while others lag behind.

What Are the Best Practices for Generative Engine Optimization?

To earn a place in AI-generated responses, your content needs to do more than just exist; it needs to be helpful, clear, and trustworthy. Generative AI tools favor structured, specific content designed to answer real questions with depth and clarity. The good news is that what works for AI also works for people. These same practices enhance your traditional SEO by improving relevance, readability, and overall content quality. Below are the key strategies that will help AI discover and cite your content while continuing to perform well in search.

Create Clear, Helpful Content. Start by answering the questions your audience is actually asking. Use natural language. Think FAQs, how-to guides, and in-depth explainers. Clarity and usefulness always win. Avoid keyword stuffing or vague content. Focus on depth, not fluff.
Structure Content for Easy Interpretation. Use subheadings, bullet points, and short paragraphs. Highlight key points at the top of your content. AI tools rely on structure to understand and summarize information. The easier your content is to parse, the more likely it will be used.
Build Trust Through Relevance and Credibility. Share real customer stories. Use examples from your work. Speak directly to the challenges your audience is facing. Adding expert insights or unique perspectives also helps you stand out. Trust is earned through relevance.
Keep Content Current. Review your top-performing content regularly. Update stats, add new examples, and adjust based on what your audience is searching for. Being active and timely signals to AI engines that your content is worth including.
Test and Observe AI Result. Act like your audience. Ask AI tools the same questions they would. See how your brand appears—or does not. Use what you learn to improve content gaps, adjust tone, or refine messaging. It is an ongoing feedback loop.

How Should Marketers Integrate GEO into Their Content Strategy?

Generative Engine Optimization is not a one-time fix. It should be built into your ongoing content strategy, evolving alongside how AI tools surface and interpret information. Staying visible means staying active.

Start by identifying the key questions your audience is asking. Build a list using customer conversations, sales team insights, and search data. Then, develop content that answers those questions clearly and thoroughly. Think in formats AI can easily digest: FAQs, how-to guides, and concise explainers with clear takeaways.
Next, build GEO into your editorial planning. Add a column in your content calendar to flag opportunities for AI relevance. Structure each piece with subheadings, summaries, and bullet points to improve AI readability. Prioritize clarity and intent over keyword density.
Finally, review how your content shows up in AI tools. Ask common customer questions on platforms like ChatGPT or Google Gemini. Note whether or not your brand appears. If it does not appear, analyze what is missing and optimize accordingly. Track your updates, review performance quarterly, and treat GEO as a living part of your strategy, not a siloed task.

Partner with Dayta for GEO Expertise!

Generative AI is changing how people find and engage with brands. If you are not optimizing for it, you are falling behind. The good news is that you do not need to be a tech expert. You just need to be intentional about the content you create and how you position it. Start by focusing on clarity, structure, trust, and relevance. Then build GEO into your strategy from the ground up.

Want help staying visible in the age of AI? Explore Dayta’s campaign services to learn how we can guide your team through the shift and keep your brand at the forefront!

Introducing SaaS Browser: The Ultimate SaaS Directory

Wed, 07 May 2025 17:05:10 GMT

The SaaS landscape is growing faster and getting more niche by the day. With thousands of new SaaS products launching each year and categories becoming more specialized than ever, how do you keep up?

We sat down with James, the founder of SaaS Browser, to learn how his AI-powered platform is helping users discover new software, research competitors, and build connections with potential customers. From overcoming challenges in machine learning to building a fairer SaaS discovery system, James shares what he’s learned—and what’s coming next.

Why is SaaS growing so rapidly right now?

SaaS (Software as a Service) is exploding right now. Thousands of new niche SaaS businesses emerge every year, offering solutions to increasingly specific problems. Thanks to modern development frameworks, which make development easier and cheaper, cloud computing, which enables SaaS online quickly and painlessly, and open-source libraries, which reduce development time, building software is cheaper and faster than ever.

Also, with the rise of no-code app builders, founders no longer need to build software from scratch and can use an array of templates and pre-built features to get their idea up and running, without needing to write any code.

With so many new SaaS companies launching every year, keeping track of them and maintaining an eye on the industry is challenging. Usually, it's easy to discover SaaS, but only once they have become popular. This is quite sad because there are so many new and great SaaS out there that haven’t yet become popular, and it's tough to discover them.

That’s where the SaaS Browser comes in.

What is SaaS Browser, and what led you to create it?

I’ve been creating SaaS since 2009, with various levels of success. Last year was the first time I didn’t have any SaaS or any work. Usually, I’d always have the next big thing lined up to work on. It’s easy to talk about their successes, but let's take a different route and talk about a failure.

But I ended up partnering with a friend on a land investing SaaS that unfortunately didn’t work out. One of the main reasons is that we didn’t see that there were already quite a few SaaS out there that did similar things to what we built. And it was challenging to discover them, too. Unless they use SEO as a primary marketing strategy, it is difficult to find them just by searching alone. If I had a tool like SaaS Browser, it may have changed my ideas on whether to proceed with the idea because I would have discovered many more SaaS in the industry that I otherwise would have.

After that project didn’t work out, I was again stuck with the problem of what to work on next. It became clear that I needed a research tool, so I scratched my itch and started working on SaaS Browser, a SaaS directory and database to help end users discover the best software products tailored to their needs.

What is the problem SaaS Browser aims to solve?

SaaS Browser was built to address three key problems:

Becoming the largest online SaaS directory —helping users discover the latest and greatest SaaS products tailored to their needs.
Providing a powerful SaaS research tool —allowing individuals and businesses to keep an eye on competitors and emerging startups.
Facilitating lead generation —enabling businesses that target new SaaS companies to connect with their ideal customers.

How many SaaS businesses has SaaS Browser identified so far?

Initially, I estimated that the SaaS Browser would uncover around 40,000 SaaS companies.

However, to my surprise, it has already discovered over 200,000 SaaS businesses —proving that the market is significantly larger than expected.

SaaS is becoming more niche, solving highly targeted problems that didn’t exist just a few years ago. This reinforces the need for a complete discovery platform like SaaS Browser to help users keep up with the ever-expanding SaaS industry. Developers are building apps that solve all sorts of problems, and with the rise of AI and machine learning, developers have new tools to solve even more complex issues. Even at SaaS Browser, we also use a healthy dose of machine learning (more on that next).

How does SaaS Browser work?

At the heart of the SaaS Browser is a classification AI model that determines whether a website is a SaaS business or not. The model assigns each website a score between 0 and 1, with higher scores indicating stronger SaaS characteristics. When a website has stronger SaaS characteristics, it's added to our index.

What challenges did you face in training the AI model?

One of the biggest challenges was obtaining quality training data. I needed thousands of labelled examples—both SaaS and non-SaaS—to train the model effectively. While I initially outsourced the data labelling process, the results were inconsistent, even after providing extensive training materials and video demos.

To solve this, I developed a custom tool that allowed me to open and scan 100 sites simultaneously, enabling me to label about 1,000 sites in just a few hours. I even invested in a new MacBook Pro with 48GB of RAM to handle the heavy browser load.

Iterative Approach to Machine Learning:

The model was built using an iterative approach. First, I trained an initial version of the model. Once trained, I classified a large batch of websites. After classification, I manually reviewed the sites the model was unsure about. Any corrected classifications were then added to the training data. Finally, I retrained the model and repeated the process to improve accuracy.

One challenge that emerged was differentiating SaaS from marketing agencies. Since many SaaS products are marketing-related, the model frequently misclassifies agencies as SaaS. Future iterations will involve adding more labeled examples to improve accuracy, since sadly, some marketing agencies are included in the directory that aren’t strictly SaaS.

How did you manage cost optimization?

Training AI models can be expensive, especially when using GPU-based computation. To keep costs under control, I opted for Hugging Face Endpoints, which automatically shuts down when no inferences are being made, significantly reducing cloud computing expenses. That being said, with tens of millions of active websites on the internet, checking each of them is still quite expensive, and it took several weeks of computation to discover which ones were SaaS.

What about categorizing SaaS—how granular is it?

Another major challenge was deciding how wide or narrow to categorize the SaaS. For example, is a SaaS a marketing tool (quite narrow) or a marketing tool that helps PPC optimization for Facebook Ads (quite wide)?

A wide categorization system offers highly detailed classifications, making it easier for users to pinpoint SaaS solutions that precisely match their needs. However, the tradeoff is accuracy, since the deeper the classification goes, the fewer training examples exist for each subcategory, leading to potential misclassifications.

On the other hand, a narrow categorization system is more reliable, as it has a larger data set per category, resulting in higher confidence in classification. However, it may not offer the specificity some users desire when searching for a very niche SaaS.

Hitting the right balance between depth and accuracy has been difficult. After testing different approaches, I ultimately settled on a hybrid approach that leverages open-source AI models combined with keyword-based classification, using around 160 different categories. This allows for a structured yet flexible categorization system, which can be fine-tuned over time as more training data becomes available.

In any case, using humans to categorize each SaaS would have been too time-consuming and very expensive, since SaaS Browser has over 200,000 SaaS, so using an automated way to categorize SaaS was absolutely necessary.

What lessons did you learn building SaaS Browser?

One of the most essential takeaways from building a SaaS Browser is that an iterative approach to AI training is critical. Machine learning models are only as good as the data they are trained on, and refining that data through repeated cycles of testing, feedback, and retraining significantly improves accuracy.

Moreover, machine learning is an absolute necessity due to the sheer number of SaaS businesses out there. Manually classifying over 200,000 SaaS websites is simply not feasible without automation, and AI plays a crucial role in making this classification scalable and efficient.

Despite the power of AI, human expertise is still indispensable. While machine learning models can process vast amounts of data quickly, they still struggle with nuanced distinctions, such as distinguishing between a marketing agency like Dayta and a true SaaS product. Human intervention is required to curate high-quality training data, correct errors, and refine classifications over time.

A key lesson has been that no AI model is perfect from the start. The best approach is to start with a baseline model, identify misclassifications, improve the dataset, retrain the model, and repeat the process. Over time, this cycle leads to a more reliable and accurate system.

What has the response been since launch?

Since launching, it has become clear that there is a strong demand for a platform that helps discover smaller, lesser-known SaaS products.

Many startup founders and businesses struggle to get their SaaS products in front of the right audience simply because they don’t have the marketing budget that larger competitors do.

Traditional platforms like Capterra and G2 primarily operate on a pay-to-play model, meaning only well-funded SaaS companies gain visibility. This creates a skewed ecosystem where emerging yet innovative SaaS products often go unnoticed by potential users who might benefit most.

The problem is that thousands of SaaS companies are being built to solve highly specialized issues. Still, these solutions are difficult to discover without a central database not influenced by advertising spend.

SaaS Browser is changing that by providing an unbiased, data-driven discovery platform that allows users to find and research SaaS solutions based on their actual value and functionality rather than their marketing budgets.

By cataloguing a vast number of SaaS businesses and providing real-time insights, SaaS Browser opens access to SaaS visibility, giving smaller companies a fairer chance to discover and succeed.

What’s next for SaaS Browser?

Moving forward, SaaS Browser will focus on several key improvements to enhance its usability and effectiveness:

Introduce more powerful filters and insights—users will soon have access to advanced filtering options, allowing them to refine their searches based on industry, pricing models, feature sets, and business size. Additionally, new insights will be provided, offering a deeper analysis of SaaS industry trends and patterns.
Provide trend data on fast-growing SaaS—using data analysis and machine learning, SaaS Browser will track and highlight SaaS businesses experiencing rapid growth. This will help users identify emerging market leaders and up-and-coming competitors in near real-time.
Enhance categorization for better discovery—improvements will be made to the AI-driven categorization system to provide more precise and granular classifications. This will make it easier for users to navigate the SaaS ecosystem and find what they need more accurately. New categories of SaaS are appearing all the time. For example, who knew that an AI avatar SaaS would be created just 10 years ago? This will be an evolving challenge.
Develop a reporting system to refine accuracy—a feedback loop will be implemented, enabling users to report incorrect classifications or outdated information. This data will then be used to retrain the AI models, ensuring continuous improvements in accuracy and reliability.
Improved SaaS profile pages, including videos of products, etc.

One of the most exciting opportunities for SaaS Browser is the potential to license our SaaS data feed to businesses and researchers who need comprehensive, up-to-date information about the SaaS industry. With a growing database of over 200,000 SaaS companies, we are uniquely positioned to provide invaluable insights into market trends, emerging competitors, and new software categories.

Also, plenty of investors are out there looking to acquire SaaS companies. I know this very well from my experience working with Empire Flippers and WebStreet, and they have strict buying criteria, so it will be interesting to work with other companies.

Discover amazing SaaS products today at saasbrowser.com . For feedback or inquiries, reach out at james@saasbrowser.com.

Dayta Named a Google Premier Partner: What It Means for You

Mon, 21 Apr 2025 16:36:51 GMT

We’re proud to announce that Dayta has been named a 2025 Google Premier Partner—recognition of our proven expertise, performance, and results with Google Ads. This achievement places us in the top 3% of Google Partners in the United States and reflects the work we do every day to help our clients grow and succeed online. What does that actually mean for you? Let’s break it down.

What Is a Google Premier Partner?

In February, Google recognized top-performing digital marketing agencies around the world by awarding Premier Partner status as part of the Google Partners program.

The Google Partners program supports agencies like Dayta that manage Google Ads on behalf of other businesses. Its goal is simple: equip top-performing teams with the tools, training, and support they need to drive real growth for their clients.

Earning this status means we’ve met Google’s highest standards across client performance, account growth, and team certifications. It also reflects our ability to deliver meaningful results—both in building new client relationships and in helping our clients grow.

As a Google Premier Partner , Dayta is now:

Recognized as one of Google’s top-performing agency partners in the U.S.
Granted exclusive benefits , including early access to product betas, advanced support, and more.
Trusted by Google for delivering consistent growth and measurable results for clients.

What This Means for You, Our Clients

This isn’t just a badge—it’s a meaningful advantage for every organization we work with.

As a Google Premier Partner , we get access to tools and insights that aren’t available to most agencies. That means our team stays ahead of trends, has direct access to support and training from Google, and can bring more strategic value to every campaign.

For you, that means:

Smarter, faster optimization of your ad campaigns.
Access to new Google Ads features before they’re widely released.
A team trained and certified by Google , working with the most up-to-date practices in digital advertising.

In short, this status helps us serve you better—and that’s what really matters.

A Milestone for the Team, a Win for Our Clients

We’re proud of this recognition because it reflects the consistent, results-driven work our team puts in day after day. But more than that, we see it as a win for our clients.

“Becoming a 2025 Google Premier Partner affirms our commitment to staying ahead of the curve,” said Jason Wolbeck, Director of Advertising at Dayta. "When I joined Dayta in the early years and we were just starting to expand our advertising services, I never imagined that we'd reach the level of Google Premier Partner.

It validates the incredible team we have in place today, who continuously strive to deliver the best results for our clients. Whether it’s testing new Google Ads features and strategies or building the infrastructure needed to feed offline conversions into the platform, our team is truly never satisfied."

Let’s Grow Together

Whether you’re running Google Ads today or just starting to explore paid media, we’d love to help you take the next step. Our team brings clarity, strategy, and real performance to every campaign. Explore our campaign services today !

Trade Show Planning: How to Make the Most of Your Event

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 02 Apr 2025 15:52:33 GMT

The truth is, most businesses are overwhelmed by trade show marketing and are unsure how to turn these events into measurable results. Between the booth setup, marketing materials, travel logistics, and networking pressure, it’s easy to get lost in the chaos. That’s where innovative, intentional trade show planning makes all the difference.

In this article by Dayta , we’ll walk through how to prepare with purpose, engage effectively during the event, and follow up in ways that actually drive outcomes. Whether you’re a seasoned exhibitor or planning your first booth, this full-funnel approach will help you make the most of your next event.

Pre-Show Planning: Set the Foundation for Success

Effective trade show planning starts long before the event. What you do beforehand sets the tone for the conversations, connections, and opportunities you’ll create. This phase is about ensuring your sales and marketing teams are aligned, equipped, and ready to show up with purpose.

Sales Preparation

Research Who Will Be in Attendance

Start by researching attendees and exhibitors well in advance. Most trade shows release lists of confirmed companies and, in some cases, key contacts. Use that information to build and prioritize a target list of people you want to meet. A warm introduction, or even a simple pre-show message, goes a long way in making those first conversations more productive.

Email Sequencing, Personalized Messaging & Outreach

Once your list is in place, begin outreach early. Whether it’s through email sequencing, personalized invites, or LinkedIn messages, get on their radar before the event starts. The goal is to create awareness—and, ideally, to set up a few in-person touchpoints in advance.

Coordinate Roles & Responsibilities

Equally important is internal coordination. Trade shows are high-energy environments, and without a solid plan, your team can easily miss key opportunities. Ensure your sales reps know their roles, territories, and responsibilities on the floor. It’s also wise to bring enough coverage to avoid burnout—and ensure you don’t miss conversations while someone’s grabbing lunch or tied up in a meeting.

Be Ready to Connect

And finally, be ready to exchange contact information quickly and professionally. Whether it’s old-school business cards or digital QR codes and apps, have multiple ways to connect—because your leads will all have different preferences.

Marketing Preparation

While your sales team is focused on who to talk to, marketing’s role is to shape what those conversations feel like—and how your brand shows up visually and emotionally at the event.

Design Your Booth with Intention

Your booth design matters. It should reflect your brand identity and help tell your story in a way that’s easy to grasp, even from across the room. Visual storytelling—through impactful graphics, product displays, or video—is far more engaging than long blocks of text. Aim to illustrate, not explain.

Stay On-Brand

Staying on brand goes beyond color schemes. Every touchpoint—signage, swag, messaging, even how your team dresses—should feel consistent and intentional. Your booth is often the first impression someone gets of your company, and great trade show planning ensures it aligns with your overall brand personality.

Show & Tell

If possible, bring your product to the show. Seeing and experiencing it firsthand often communicates your value more clearly than any brochure ever could. If that’s not feasible, get creative with digital demos, videos, or interactive displays that let people visualize how your solution works.

Timing Is Key

One of the biggest trade show planning pitfalls is underestimating time. Shipping delays, design revisions, and production hiccups can all eat away at your timeline. Give yourself generous buffers and double-check deadlines at every stage.

Pre-Show Campaigns

Lastly, tailor your pre-show campaigns to the specific event and audience. A general brand awareness push might not resonate, but messaging tied to the industry, location, or audience of a particular trade show will stand out and drive more booth traffic.

During the Show:

Lead with Intentional Engagement

Once you’re on the floor, everything you’ve prepared sets the stage—but your team’s engagement is what makes the difference. The best trade shows aren’t about passively waiting for people to stop by. They’re about starting meaningful conversations.

You and your team should take the lead. Step out from behind the booth. Greet people. Ask questions. Make attendees feel seen and important. Great trade show planning isn’t just about the physical space—it’s about how you show up.

It’s also about who you engage with. While it’s natural to focus on prospective customers, don’t overlook the value of building relationships with vendors, partners, and even competitors. The most valuable insights—and future collaborations—often come from unexpected places.

When it comes to pitching, keep it short and open-ended. Try a punchy, curiosity-driven intro that invites conversation instead of launching into a long, rehearsed explanation about your business. This approach is more human, more effective, and leaves room for honest dialogue.

And always, always know your next step. Whether it’s a follow-up call, a shared resource, or a scheduled meeting, ensure every good conversation ends with a clear path forward.

After the Show:

Turn Conversations into Conversions

The show might be over, but your work isn’t. In fact, the post-show phase is where real ROI happens—if you’ve planned for it. Great trade show planning includes a follow-up strategy before packing your bags. As soon as the event ends, get your new contacts into your CRM. The faster you organize your data, the easier it is to follow up while the conversations are still fresh.

But don’t just “check in.” Make your follow-up meaningful. Share insights from the event, recap your conversation, or offer a helpful resource tied to their business. If you met a lead who would benefit from another connection you made at the show, make the introduction. That kind of added value sets you apart and builds trust right away.

Internally, take time to review the experience with your team. What worked? What didn’t? What could improve for the next event? Every trade show is a chance to refine your process, sharpen your messaging, and improve how sales and marketing collaborate.

Trade Show Planning Makes the Difference

Trade show planning isn’t just about checklists—it’s about creating a full-cycle experience that connects your brand with the right people, in the right way, at the right time. When your sales and marketing teams plan together, engage with purpose, and follow up with intent, trade shows can go from overwhelming to transformational.

Want to take this strategy deeper? Our webinar, “ Beyond the Booth: Pre-to-Post-Show Strategies ,” covers these steps in more detail, with real examples and tactical tips to help your next event deliver even greater results!

Ready to transform your brand and drive measurable results?

Contact Dayta today for a consultation.

What is a PMax Campaign, and Is it Right For My Business?

erin@daytamarketing.com (erin@daytamarketing.com ) — Mon, 31 Mar 2025 21:25:11 GMT

Digital advertising is becoming increasingly complex, and businesses are feeling the pressure to keep up. With multiple platforms, evolving algorithms, and the constant need for optimization, managing campaigns efficiently can be overwhelming. Enter Google Performance Max (PMax), an AI-driven advertising solution designed to simplify campaign management and maximize performance across Google's entire ad network.

In this article, Dayta will break down what a PMax campaign is and help you determine if it's the right fit for your business.

What Is a PMax Campaign?

So, what is PMax ? Google’s Performance Max (PMax) is an AI-powered advertising campaign consolidating multiple ad placements—Search, Display, YouTube, Gmail, Maps, and Discover—into a single automated campaign. Unlike traditional Google Ads campaigns that require separate management, PMax streamlines the process, allowing advertisers to set overarching goals while Google’s AI handles the execution and optimization.

How Does PMax Work?

Understanding how PMax works is crucial for businesses considering this campaign type. Here’s a high-level breakdown of its process:

Managing a PMax campaign requires multiple steps, from setting goals and audience signals to uploading creative assets and implementing conversion tracking. Once these inputs are in place, Google’s AI takes over, continuously analyzing data and adjusting targeting, bidding, and budget allocation to optimize performance. Google distributes ads across its entire network, using AI to determine when and where they should appear for the best results.

Machine learning plays a crucial role in refining targeting and creative decisions based on real-time engagement and conversion data. While PMax automates much of the process, it still requires strong tracking, high-quality audience inputs, and creative assets to perform effectively.

Is PMax Right for Your Business?

Not every business will benefit equally from PMax. Here’s a breakdown of who should consider using it and who might need a different approach.

PMax Works Best For:

E-commerce businesses aiming to drive sales through Shopping Ads.
SaaS companies working to scale customer acquisition with automated, data-driven advertising.
Lead generation campaigns supported by strong CRM integration and conversion tracking.
Companies already succeeding with Google Search ads and looking to expand their reach.

PMax May Not Be Ideal For:

Businesses that require strict control over placements and audience targeting.
Companies with poor conversion tracking, since AI depends on accurate data.
Niche industries with highly specific audiences, where AI may misinterpret intent.

Best Practices: How to Make PMax Work for You

Getting the most out of PMax requires a strategic approach. A well-structured campaign starts with clear objectives, strong conversion tracking, and high-quality creative assets. AI-driven automation can optimize performance, but still requires human oversight to ensure alignment with business goals. Here are some key best practices to consider:

Set Clear Goals: Define specific success metrics like eCommerce sales or qualified leads.
Optimize Conversion Tracking: Ensure AI learns from meaningful data points.
Leverage First-Party Data: Use CRM and site visitor data for better audience targeting.
Test and Refine Creatives: Strong visuals and messaging improve engagement and conversions.
Monitor and Adjust: AI-driven campaigns require ongoing oversight to ensure alignment with business objectives.

Dive Deeper into PMax Campaigns with Dayta

In this article, we’ve explored the question, What is a PMax Campaign? PMax is a powerful AI-driven advertising tool that streamlines campaign management and optimizes ad performance across multiple platforms. To succeed with PMax, you need strong tracking, strategic inputs, and ongoing oversight to ensure you’re spending your budget efficiently and maximizing your advertising investment.

Looking to learn more? Watch our webinar, the PMax Playbook , for a deeper dive into best practices and strategies.

Ready to transform your brand and drive measurable results?

Contact Dayta today for a consultation.

Cloud Retailer Case Study

Mon, 10 Mar 2025 15:01:36 GMT

How Cloud Retailer Elevated Its Brand and Increased Marketability with Dayta

Cloud Retailer, a B2B SaaS provider specializing in POS solutions for liquor stores, sought to increase quality lead traffic and enhance brand positioning. By partnering with Dayta, they successfully repositioned themselves in the market, refined their branding, and improved marketing attribution—leading to a transformative acquisition.

Client Overview

Industry: B2B SaaS – Liquor Store Point-of-Sale (POS) Solutions
Company Size: Small Business (25 employees)
Client Name: Cloud Retailer ( cloudretailer.com )

The Challenge

The Struggle with Lead Generation and Brand Clarity

Cloud Retailer needed to drive more high-quality lead traffic and achieve better financial results. However, their outdated brand identity and lack of clear market positioning limited their ability to stand out in a crowded POS market. Without a structured strategy for lead capture and brand awareness, they struggled to convert prospects effectively.

Negative Impact

Financial Underperformance: The company was not meeting its revenue goals.
Lack of Market Differentiation: Cloud Retailer needed to establish a unique value proposition to compete with standard POS systems.
Ineffective Lead Generation: Without a clear strategy, attracting and converting in-market audiences remained a challenge.

The Solution

A Tailored Approach to Reposition and Rebrand Cloud Retailer

To address these challenges, Dayta began with a series of in-depth consulting sessions to refine Cloud Retailer’s story, messaging, and branding, ensuring a strong connection with its target audience. These consulting sessions laid the groundwork for Cloud Retailer’s successful transformation. Building on this groundwork, Dayta executed a comprehensive, multi-phase approach focused on strategic repositioning, branding, website development, and marketing attribution.

1. Market Positioning Strategy

Conducted in-depth market positioning sessions.
Repositioned their POS system as a Liquor Store Profit System to emphasize profitability rather than just functionality.
Developed a compelling brand story showcasing their robust feature set and differentiation.

2. Branding Overhaul

Rebranded the business from RITE to Cloud Retailer to create a more modern and recognizable identity.
Designed a new logo and updated color scheme to reflect the refreshed brand identity.

3. Website Redesign

Developed a new website to align with the updated branding and market positioning.
Enhanced the user experience to clearly communicate the value proposition and improve conversion rates.

4. Marketing Attribution Implementation

Integrated Daylight to measure and attribute marketing efforts effectively.
Enabled data-driven decision-making by tracking lead generation performance.

5. Lead Generation Program Development

Defined a multi-channel go-to-market strategy targeting liquor store owners.
Focused on increasing demand capture and prospect engagement through refined messaging and outreach.

The Results

Achieving Market Differentiation and Business Growth

Through Dayta’s strategic approach, Cloud Retailer successfully repositioned itself in the industry, leading to an increase in visibility, improved lead generation, and enhanced brand credibility. This transformation positioned them for acquisition, allowing for further investments in marketing and business development.

Key Outcomes:

Successful Rebranding: Established Cloud Retailer as a leader in liquor store POS solutions.
Improved Marketing Attribution: Daylight enabled better tracking and ROI measurement.
Positioned for Acquisition: Strengthened market presence led to a successful acquisition.

Their work played a crucial role in our successful sale .

Rick Feuling, CEO
Cloud Retailer

Ready to transform your brand and drive measurable results?

Contact Dayta today for a consultation.

What Is a Marketing Scorecard? A Guide to Measuring Success

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 04 Mar 2025 14:19:22 GMT

Many businesses struggle to determine the right KPIs to track their marketing success. Without clear measurement, it's difficult to know if your strategy is effectively driving business growth.

This blog by Dayta explores the question: What is a marketing scorecard? We’ll explore why it matters and what to include in your scorecard. By the end, you'll understand how to align marketing efforts with business objectives and choose the right metrics. Let’s dive in.

What is a Marketing Scorecard?

What is a marketing scorecard? It’s a strategic tool for evaluating marketing efforts. It helps businesses track key performance indicators (KPIs) and provides a structured way to measure success and determine whether marketing initiatives contribute to overall business objectives.

Why Does Your Organization Need One?

Without a scorecard, businesses often struggle to measure the effectiveness of their marketing efforts, making it difficult to determine what’s working, what needs improvement, and how marketing contributes to overall business success. Here’s why a scorecard is essential for business success:

Aligns marketing efforts with business goals
Helps teams prioritize activities with the most significant impact
Enables data-driven decisions rather than guesswork
Identifies leading and lagging indicators of success

Finding Your Business Objectives

Before selecting the right marketing KPIs, it’s essential to define your business objectives clearly. Without a strong understanding of what your company is trying to achieve, measuring marketing success effectively is impossible. Start by asking yourself this key question:

What is your company trying to achieve? Are you focused on increasing revenue? Expanding market share? Obtaining new logos?

To ensure your marketing efforts are both focused and measurable, be as specific as possible with your goals. Consider the following:

Are you aiming to grow revenue? If so, by how much, and within what timeframe? Where will the revenue stream come from?
Do you want to expand into new markets or optimize current ones? Will you enter a new geographical region, target a different industry, or reposition your existing products?
Is customer retention a priority? If so, will you improve loyalty programs, increase upsells, or enhance customer experiences?
Are you focusing on upselling or cross-selling? Will you introduce higher-tier services to existing clients or offer complementary products?

Clearly defining the "how" behind your objectives will guide the selection of marketing activities and KPIs for your scorecard. This ensures that every marketing effort directly supports business growth and that the metrics you track are meaningful indicators of success. By aligning your marketing scorecard with well-defined business objectives, you create a data-driven strategy that allows for more effective decision-making and continuous optimization.

Selecting the Right Metrics for Your Goals

Your scorecard should focus on metrics that directly influence business success rather than tracking vanity metrics that offer little strategic value. It should provide a clear, measurable connection between marketing efforts and overall company growth, helping teams understand which strategies drive real impact.

To achieve this level of precision, you must take a structured approach to selecting the right metrics:

Define end-of-the-day success metrics (lagging indicators). These are the final outcomes that indicate whether your efforts were successful, such as total sales growth, market penetration, or customer lifetime value.
Determine measurable actions that drive success (leading indicators). These are the early signs that your strategy is working, such as an increase in qualified leads, higher engagement rates, or improved conversion rates.
Monitor early indicators to predict success. By tracking real-time metrics such as website visits, email open rates, or ad performance, you can make proactive adjustments rather than waiting for final results.

Lagging Indicators (Success Metrics)

Lagging indicators are outcome-focused KPIs that provide a retrospective view of marketing performance. They tell you whether your marketing efforts were successful, but they don’t offer immediate insights that allow for in-the-moment adjustments. Because they are measured after the fact, relying solely on lagging indicators can be risky—by the time you recognize a negative trend, it may be too late to course-correct without significant losses in time, budget, or opportunity.

Examples of lagging indicators include:

Logos acquired in new markets – Measure how many new customers or brand partnerships have been secured in a target region, indicating successful market expansion.
Percentage of customers in top service tiers – Tracks the number of customers who have moved up into premium offerings, reflecting effective upselling and customer retention strategies.
New monthly recurring revenue (MRR) from new markets – A crucial financial indicator showing whether expansion efforts translate into sustainable, repeatable revenue.
Average revenue growth per customer – Demonstrates the effectiveness of cross-selling, upselling, and overall customer value expansion strategies.

Leading Indicators (Predictive Metrics)

Leading indicators are early-stage metrics that provide real-time insights into whether your marketing efforts are heading in the right direction. Unlike lagging indicators, which measure success after the fact, leading indicators allow businesses to predict outcomes and make adjustments as needed. By closely monitoring these upstream signals, marketers can identify trends, optimize campaigns, and refine strategies to improve long-term results.

Examples of Key Leading Indicators:

Qualified leads in the pipeline – Track the number of potential customers moving through the sales funnel, indicating how well marketing efforts drive interest and conversion potential.
Website leads from new markets – Measure whether digital marketing and SEO efforts successfully attract new prospects in target expansion areas.
Ad campaign traffic & engagement – Show whether paid advertising resonates with the right audience, helping determine whether adjustments are needed in targeting, creative, or budget allocation.
Visits to key industry-specific pages – Track how many visitors engage with high-intent pages, signaling potential demand and interest from targeted segments.
Email open & engagement rates –Indicate how effective email campaigns are at capturing attention and driving recipient actions, offering insights into messaging performance.
Customer marketing engagements – Measure interactions with existing customers (e.g., webinar attendance, content downloads, and product usage), which can signal retention and upsell opportunities.

Marketing Activities That Drive Leading Indicators

A scorecard isn’t just a tool for tracking numbers—it’s a strategic roadmap that ensures marketing activities are aligned with business goals and actively driving results. While metrics help measure performance, success ultimately depends on executing the right activities that influence those metrics. To build an effective scorecard, businesses must focus on marketing activities that most impact their goals. These initiatives should be continuously optimized based on performance data, ensuring that efforts are always directed toward the highest-yielding opportunities.

Key Marketing Activities to Consider:

SEO Initiatives (Improving Organic Search Visibility) – Optimizing website content, keywords, backlinks, and technical SEO to improve rankings on search engines and attract high-intent visitors.
High-Quality Ad Design & Copy – Crafting compelling ad creatives, messaging, and visuals that resonate with the target audience and increase engagement rates.
Website Design & Optimization for Conversions – Ensuring website pages are user-friendly, mobile-optimized, and designed to drive conversions through clear calls-to-action, fast load speeds, and intuitive navigation.
Targeted Ad Campaigns & Spend Allocation – Strategically running digital ad campaigns (e.g., Google Ads, social media, and display ads) and efficiently allocating the budget to the highest-performing channels.
Selecting the Right Marketing Channels for Your Audience – Identifying where your target audience is most active (e.g., LinkedIn, Facebook, YouTube, email, etc.) and tailoring marketing efforts accordingly.
Strategic Content Creation (Blogs, Videos & Guides) – Producing high-value, engaging content that educates, informs, and nurtures prospects through the sales funnel.
Accurate Audience Segmentation & List Generation – Refining targeting efforts by creating segmented email lists, ad audiences, and personalized marketing campaigns based on demographics, behavior, and interests.
Email Sequences for Nurturing Leads & Customers – Designing automated email workflows that guide leads through the customer journey, from initial interest to conversion and post-purchase engagement.

Social Media Boosted Posts & Sponsorships– Amplifying content reach through paid social media promotions, influencer partnerships, and strategic sponsorships to enhance brand visibility and engagement.

Build Your Scorecard With Dayta

Throughout this article, we’ve answered the key question: What is a marketing scorecard? A marketing scorecard is a powerful tool that ensures marketing efforts are aligned with business objectives, helps track the right metrics, and enables data-driven decisions that drive success. Businesses can achieve measurable results and long-term growth by identifying leading and lagging indicators, prioritizing high-impact marketing activities, and continuously optimizing strategy. Ready to build your scorecard with customized marketing metrics? Watch our expert-led webinar “How to Create a Marketing Scorecard ,” and learn how to measure success, refine strategy, and achieve your marketing goals!

The Importance of Differentiation and Positioning in Marketing

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 06 Feb 2025 17:50:05 GMT

In today’s competitive landscape, standing out requires more than quality products or services—it demands clear market positioning and differentiation. This means defining how your brand is unique and how it stands out above alternative products or services.

Differentiating and positioning involve more than catchy taglines or clever campaigns. It’s about understanding your audience, evaluating competitors, and crafting your brand’s services as the best or only choice for meeting your audience's specific needs. In this blog by Dayta , we’ll explore differentiation and positioning in marketing, explain why it matters, and address the challenges of staying competitive in an ever-evolving market.

What is Differentiation and Positioning in Marketing?

At their core, differentiation and positioning in marketing involve identifying what makes your business unique and communicating that value to your target audience. They are about creating an unparalleled offering that aligns with customer needs and communicates that value to your audience.

For instance, companies like Salesforce, HubSpot, and PipeDrive have crafted their market positioning and differentiation to speak to the motivations of their prospective customers. Salesforce is the go-to for scalable enterprise solutions, HubSpot simplifies CRM for small businesses, and PipeDrive appeals to those prioritizing ease of use. These companies thrive because they deeply understand their target audiences and design their products to align with their ideal customers' needs, preferences, and aspirations.

Why Market Positioning and Differentiation Matter

Establishes Competitive Differentiation

One primary benefit of differentiating and positioning your business is achieving a competitive edge. When done correctly, this ensures that your business is perceived as unique and better than the competition. Take HubSpot, for example. HubSpot has positioned itself as a user-friendly, approachable alternative to the complex and powerful Salesforce. This distinct market position allows HubSpot to attract small—to medium-sized businesses looking for simplicity and ease of use, perfectly aligning with their ideal customer profile.

Informs Business Strategy

Strong market positioning and differentiation go beyond branding—they influence strategic decisions across the business. For instance, Procter & Gamble has perfected segmentation by creating individual brands tailored to specific consumer needs. This strategy ensures that their products resonate with targeted audiences rather than attempting to appeal to everyone with a single brand. From product development to marketing and brand consolidation, a clear position informs how businesses grow and adapt.

Increases Customer Loyalty and Acquisition

A clear and consistent market position builds trust and loyalty. Customers who understand what you stand for and how you meet their needs are more likely to choose you over competitors. For example, businesses that rely solely on price-based competition struggle to foster loyalty because customers see no unique value in their offerings. What is competitive positioning in marketing? It’s about defining what you do better than others and aligning it with what your customers value most.

Overcoming Common Challenges

While the process of differentiating and positioning is essential, it’s not without challenges. Businesses often struggle to navigate these common challenges:

Dynamic Market Conditions

The market constantly evolves, with customer needs and competitive landscapes shifting over time. To remain relevant, businesses must regularly revisit and refine their positioning.

Balancing Broad and Niche Appeal

Another challenge is striking the right balance between appealing to a broad audience and serving a niche market. Being too generalized can make your business forgettable, while being too niche may limit your market share.

Communicating Your Unique Market Position

Inconsistent messaging across platforms and touchpoints can dilute your position and confuse your audience. Strong differentiation and positioning in marketing require cohesive communication that reinforces your brand's unique value.

The Role of Market Positioning in Long-Term Success

Market positioning is not just a marketing tactic—it’s a powerful strategic asset that influences every facet of your business. A well-defined position drives operational decisions, shapes growth strategies, and strengthens your ability to adapt to market changes. By ensuring all efforts align with your unique value proposition, positioning becomes the foundation for sustaining your competitive edge.

The Path to Market Success with Dayta

Strong differentiation and positioning in marketing are non-negotiable for businesses seeking long-term success. By defining what makes your brand unique, evaluating competitors, and delivering consistent messaging, you’ll create a robust foundation for growth. Remember, positioning isn’t just a marketing exercise—it’s a strategic cornerstone that can transform your entire business. Watch Dayta’s webinar, Defining Your Brand’s Unique Market Position, and learn how to craft your market positioning today!

Here’s How a Fractional Marketing Team Can Elevate Your Marketing

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 05 Feb 2025 21:34:55 GMT

Today’s marketing is more complex than ever, requiring expertise in each specialty to achieve measurable results. Gone are the days when one marketing generalist could craft and execute a strategy effectively. For small marketing teams, the increasing demands often result in bandwidth challenges, making it nearly impossible to cover every marketing tactic adequately.

In this blog, we’ll explore how a fractional marketing team can transform your marketing strategy and execution, why traditional approaches fall short, and how Dayta’s unique model provides the expertise and flexibility to help your business thrive.

What is Fractional Marketing?

Fractional marketing involves working with a team of specialists who bring diverse skills to elevate your marketing efforts and help you achieve measurable business goals. Unlike a single marketing generalist, a fractional marketing team brings expertise in SEO, digital advertising, web development, marketing attribution, and more.

Why Businesses Struggle with Marketing

Many businesses encounter common marketing roadblocks that lead to missed opportunities, reduced revenue, and hinder their growth:

Limited Resources: Hiring an entire in-house marketing team is costly, requiring investments in salaries, benefits, and training.
Lack of Expertise: Marketing spans a wide range of disciplines, and it’s rare for one person to excel in all areas. Modern marketing demands specialization—from paid advertising experts to top-notch strategists and SEO specialists who can engage buyers throughout their journey.
Execution Gaps: Without a clear strategy and skilled execution, marketing tactics often fail to deliver consistent results.

Marketing has become highly specialized. Where one generalist could once manage everything, businesses now require a team with expertise across multiple areas to attract ideal buyers and convert them into loyal customers. A fractional marketing team fills these gaps seamlessly.

The Benefits of a Fractional Marketing Team

1. Access to a Full Team of Experts

With a fractional marketing team, you gain access to specialized expertise in marketing strategy, paid advertising, web development, social media, attribution, and so much more. This team collaborates to bring diverse perspectives and innovative ideas to the table, ensuring your marketing mix is impactful and results-driven. For example, rather than having one marketing generalist execute the entire marketing mix, a fractional marketing team offers specialized expertise. A paid advertising specialist ensures your campaigns reach the right audience with precision, while an analytics expert tracks performance metrics to optimize your ad spend for maximum ROI.

2. Cost-Effectiveness

Building an in-house team of marketing experts is expensive. A fractional marketing team provides the same level of expertise at a fraction of the cost, eliminating hiring, training, and retaining expenses.

3. Flexibility and Scalability

Fractional marketing teams offer solutions that adapt to your evolving business needs. Whether you’re scaling up for a product launch or scaling down during off-seasons, a fractional team provides the right level of support.

4. Data-Driven Results

A fractional marketing team uses advanced analytics to track campaign performance and provide actionable insights. This data-driven approach ensures continuous improvement and maximizes your ROI.

5. Strategic Focus

Fractional marketing teams excel at crafting and executing holistic marketing strategies. By aligning marketing efforts with your business objectives, they ensure that every effort contributes to your long-term success.

Why Fractional Marketing is the Future

Modern marketing has become increasingly complex, requiring specialized knowledge in paid advertising, web design, SEO, and attribution analytics—just to name a few. For many businesses, keeping up with these areas of expertise in-house is impractical and cost-prohibitive. The fractional model allows companies to tap into scalable marketing solutions delivered by a broad talent pool without the long-term commitments of full-time hires.

Partner with Dayta: Your Trusted Fractional Marketing Team

A fractional marketing team provides businesses with the expertise, flexibility, scalability, and cost-efficiency needed to thrive without the challenges of building an in-house team. From crafting strategies to delivering results, a fractional marketing team will fill critical gaps, ensuring your marketing efforts are cohesive and impactful.

Dayta designed its approach to fractional marketing to seamlessly complement your in-house team, providing support from strategy to execution. Partnering with Dayta means accessing a team of experts dedicated to giving your business a competitive edge in an ever-changing landscape.

Learn more about Dayta’s fractional marketing services and discover how we can help transform your business today!

5 Reasons Why Marketing Analytics Tools Are Essential for Business Growth

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 14 Feb 2024 18:45:30 GMT

Making marketing decisions based on data isn’t just recommended; it's crucial. Relying on gut feelings or spontaneous decisions simply doesn't cut it, especially when it comes to something as important as business growth. Successful marketing hinges on the collection and analysis of data. The key to unlocking a wealth of insight into business, clients, and marketing endeavors lies in collecting data and finding the right marketing analytics tools to consolidate all these valuable insights.

Imagine an organization as a puzzle, with data scattered across various pieces. Spreadsheets here, reports there - this inefficient approach makes it nearly impossible to grasp all the insights data collection offers. But here’s a little secret: there’s a better way. Invest in a marketing analytics tool and watch business blossom. In this blog, we’ll outline how marketing data and analytics tools can jumpstart stagnant marketing initiatives and transform them into high-hitting campaigns.

1. Improve Business Growth With a Marketing Intelligence Platform

Gathering marketing intelligence and utilizing the right marketing reporting tools can do wonders for business growth. Marketing analytics and reporting tools are like a sidekick for any organization - a strategic ally that transforms vague marketing efforts into precise, growth-driven initiatives. For example, if ROAS or ROI are low, marketing analytics can help pinpoint why. With solid marketing data, businesses are not just shooting in the dark; the right analytics, presented by a robust marketing intelligence platform, provide the ability to pinpoint audiences, craft laser-focused campaigns, and make informed marketing decisions that go beyond simply looking at the previous year’s budget.

2. Understanding Customer Behavior With Marketing Analytics Tools

Raise a hand if you’ve spent hours pouring over sales sheets, cross-referencing engagement rates, and guesstimating ideal client profiles (don’t worry, we’ve all been there). A marketing analytics tool that gathers marketing data in one convenient place allows businesses to gain profound insights into what makes their customers tick. Good data has the potential to reveal patterns, preferences, and trends that answer crucial questions. Why do customers make certain choices? What influences their decisions? When are they most likely to engage? Clients are the heroes of any organization , and the key to business success is understanding and connecting with these audiences. Data collection paired with the right marketing analytics tools can tailor strategies, services, and messaging that resonate with customers and drive business growth.

3. The Best Marketing Platforms Can Identify New Opportunities

Marketing analytics and intelligence platforms serve as a map to uncover new opportunities. These tools can identify untapped market segments, illuminate high-conversion channels, or help recognize shifting consumer preferences. The best marketing platforms serve as a compass, guiding growth and innovation. They provide the insights needed to seize exciting opportunities and craft strategies that keep you one step ahead of the competition.

4. Create More Effective Marketing Campaigns

Data and analytics tools are the key insights driving effective marketing campaigns. Together, they transform raw data into actionable insights, helping businesses understand their target audience's behavior, preferences, and pain points. Armed with this knowledge, marketers can craft highly personalized campaigns that speak directly to their customers’ needs. These tools provide insights that inform audience segmentation, fine-tune messaging, and measure campaign performance in real-time. With marketing data and analytics as their guiding lights, businesses can ensure that their campaigns are not just creative endeavors but strategic, data-driven initiatives that yield results and drive growth.

5. Take the Guesswork out of Long-term Success

Ready to take the guesswork out of marketing initiatives? Data, backed by insightful reporting, eliminates uncertainty and reveals what’s working and what’s not. By tracking and analyzing marketing metrics, businesses can identify long-term trends, refine their strategies, and ensure that campaigns maintain effectiveness over time. Rather than experiencing a rapid decline in momentum, marketing strategies can be optimized with data-driven decisions and pivot with evolving trends and shifting market dynamics. This leads to a more consistent growth trajectory and a higher return on investment. With marketing data, marketing teams can confidently steer their efforts in the right direction based on real evidence, not guesswork.

Finding the Right Marketing Analytics Tools, and the Right Agency Partner

Partnering with the right agency can be a game-changer for an organization's data analytics and reporting efforts, paving the way for substantial growth. Their expertise in leveraging advanced tools and methodologies ensures that marketing data is transformed into actionable insights, guiding informed decision-making. When partnering with Dayta, clients are supported by Daylight, our innovative marketing management platform to optimize strategies and illuminate new opportunities.

What are you waiting for?

Talk with the team at Dayta about how to harness the power of marketing metrics.

3 Reasons To Update Your Brand Logos

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 07 Feb 2024 16:23:42 GMT

Since the invention of marketing, brand logos have played a crucial role in conveying a company's identity and values. In a world where everything changes, one thing remains the same: brand logos are as vital as ever. Studies show that 60% of customers will not engage with companies that have poorly designed or outdated brand logos. These seemingly simple icons represent a business and serve as a symbol that customers associate with a particular organization. The power of an image rests in the staggering fact that a well-crafted logo design can enhance brand recognition by 80% ! However, even the best logos will eventually become outdated and fail to resonate with audiences or represent the evolution of a business over time. That's why it's essential to reassess and update your brand logos periodically. This blog will explore why updating your logo is crucial to your business’s bottom line.

1. Brand Evolution and Brand Logos

As businesses grow and evolve, so do their brand identities. Instead of reinventing the wheel, consider adjusting your organization’s current logo design to reflect your business's positive evolution and appeal to new audiences.

Reflecting the Current Brand Identity

Companies may undergo changes in their vision, mission, values, or product offerings, necessitating a logo redesign to reflect these transformations accurately. A logo that no longer aligns with the brand's identity can make a business look less legitimate and out-of-touch, and send mixed messages to customers. By updating the logo, companies can effectively communicate their brand story and create a stronger connection with their target audience. A well-executed logo redesign can breathe new life into a brand and enhance its overall perception in the market.

Appealing to New Audiences

Target audiences can change over time, and businesses must adapt to meet the evolving needs and preferences of their customers. If a company's logo fails to resonate with its target audience, it may be time for a refresh. For instance, if a business initially targeted an older demographic but now aims to attract a younger generation, its logo should reflect this shift. By updating the logo to appeal to the desires and aesthetics of the target audience, organizations can establish a stronger connection and increase brand affinity.

2. Logo Design To Beat the Market Competition

In today's crowded marketplace, standing out is the name of the game. A refreshed logo can be your secret weapon to increase brand visibility and differentiate yourself from the competition. Did you know that 81% of consumers are more likely to recall a brand's colors than to remember its name ? Case in point: distinctive logos will etch themselves into customers' minds and influence their choices.

Standing Out in the Market:

A refreshed logo isn't just a cosmetic change; it's a strategic move to increase brand visibility and set your business apart from competitors. Think of it as donning a unique outfit at a crowded party; you'll be the one everyone remembers. Moreover, a distinctive logo isn't just about looking good; it's about making a lasting impression. When potential clients see your logo, they don't just remember it; they choose it. So, in a sea of mundane logos, be the lighthouse that guides your customers toward your brand.

Staying Relevant: Aligning With Industry Trends

Design trends constantly evolve, and what may have been considered cool logo designs a few years ago could now appear outdated. To maintain a fresh and modern image, businesses should consider updating their logos to align with current design trends. For example, many companies have transitioned from complex, three-dimensional logos to simpler, minimalistic logo design ideas. This shift allows logos to be easily adaptable across various platforms and ensures a visually appealing presence in the digital realm. By embracing new design trends, businesses can position themselves as forward-thinking and relevant in the eyes of their target audience.

3. Logo Rebranding and Organizational Evolution

If a company has undergone a drastic organizational change, it’s important to communicate that growth to stakeholders and new audiences. The role of a logo redesign will reinforce brand values, solidify a new position in the market, and build trust with your audience.

Organizational Change

Change is the only constant, they say. When your business undergoes a metamorphosis – whether a structural overhaul or a philosophical shift – your logo should be the visual announcement to the world. It's your way of saying, "We've changed, and we're committed to innovation and growth." An updated logo can rebuild, reposition, and reinvent your brand, all while fostering reassurance and credibility with your clientele.

Mergers and Acquisitions

In cases of mergers or acquisitions, a logo redesign can help signify the union and create a cohesive identity for the newly formed entity. When two companies come together, it's essential to create a logo that represents the combined strengths and values of both organizations. This new logo acts as a visual representation of unity and sends a clear message to customers that the two companies are now operating as one. A well-executed logo rebrand in such situations can help mitigate confusion and build customer trust.

Get Started With Your Logo Redesign

By now, you’re probably thinking, “OK, I need a logo refresh, but I’m not a graphic designer.” With the support of a reputable agency like Dayta , you can create a relevant graphic design logo that reflects your brand’s core values. Dayta’s team of designers and brand strategists understand that brand logos are potent tools that shape the perception of a business. With careful consideration and the right resources, a logo redesign can revitalize a brand and contribute to its long-term success. Ready to get started? Contact us today for a free assessment and elevate your brand logo today!

5 Must-Have Elements of a Website To Attract New Business

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 28 Dec 2023 17:52:21 GMT

It goes without saying that having a quality website is not just a luxury but a necessity. Your website is often the first interaction potential customers have with your brand , and it can make or break their decision to do business with you. So, what exactly makes a website a high-quality one? In this blog, we’ll discuss the essential elements of a quality website that can increase website conversion rates and help you achieve your business goals.

1. User-Friendly Navigation:

Let's start with the basics – user-friendly navigation. Your website should be a breeze to navigate. Nobody likes feeling lost in a digital labyrinth, and a confusing website can drive visitors away faster than you can say "bounce rate." A clear, intuitive design is key to keeping users engaged and guiding them to the information they seek. Investing in UX (User Experience) design can pay dividends in the long run if your website is a digital destination potential customers enjoy visiting.

But it's not just about ease of use; it's also about inclusivity. Accessibility is crucial in web design. Ensuring that your website is accessible to all users, including those with disabilities, is not only the right thing to do but also a smart business move.

2. Compelling Call-to-Actions (CTAs):

Let's talk about CTAs. These are the signposts that guide your visitors towards taking action. Whether it's signing up for a newsletter, making a purchase, or requesting a quote, well-placed and compelling CTAs are essential to drive action. They should be strategically positioned to grab attention, convey a clear and concise message about the value you offer, and direct leads to take action.

3. High-Quality Content:

Content is king, and it plays a pivotal role in driving your website conversion rate . Your website's content should be informative, engaging, and relevant to your audience. It should answer their questions, address their pain points, and showcase your expertise.

Moreover, optimizing your content for search engine optimization (SEO) is vital. You’ve invested the time to create quality content, but is it findable? Appearing on the top search engine results page (SERP) can significantly boost your organic traffic and, consequently, your conversions. Quality content paired with SEO is a winning combination.

4. Responsive and Mobile-Friendly Design:

Business is often conducted seamlessly between devices, which is why having a responsive and mobile-friendly website is non-negotiable. Your site must adapt seamlessly to different devices and screen sizes. A mobile-optimized website not only enhances user experience but also widens your reach.

Website speed and performance are also crucial factors. Whether a potential customer is browsing on their laptop or smartphone, slow-loading pages will send them packing. Make sure your website is lightning-fast to keep visitors engaged.

5. Trust-Building Elements:

Last but not least, trust is the cornerstone of conversions. Displaying testimonials and reviews from satisfied customers can build credibility and reassure potential buyers. Positive feedback serves as social proof that your products or services are worth their while.

Additionally, a website that prioritizes website security and transparency will appear more credible to visitors. Users need to know that their data is safe with you. Implement best practices to safeguard user information, and don't forget to communicate your commitment to security.

Partnering With the Experts:

If done right, your website can be a powerful tool for increasing leads and driving conversions. A quality website should consist of user-friendly navigation, compelling CTAs, high-quality content, responsive design, and trust-building elements. Take a moment to assess your organization’s website – are you missing any of these elements?

Creating, improving, or redesigning a website may seem like a daunting endeavor on your already full to-do list. Finding the right partner for your web development needs can help you get back to running your business at full speed. At Dayta, our team of experts specializes in crafting websites that integrate the core elements needed to drive leads and help your business thrive. Make the most of your online presence and start converting visitors into loyal customers – contact Dayta for a free assessment today !

Brand Positioning: Why Your Story Matters

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 10 Nov 2023 22:53:59 GMT

In today's hypercompetitive business landscape, your brand's position is not just a catchy tagline; it's the essence of your identity. It's the story you tell, and your brand position is crucial for your organization's success. In this blog, we'll explore the importance of brand positioning and how compelling storytelling can make your brand stand out amongst the competition.

What Is Brand Positioning, And Why Does It Matter?

Your brand positioning is the story of your business. It's the narrative that connects your organization with your audience on an emotional level. Sharing your why - your values, purpose, and unique value proposition - builds lasting relationships and fosters loyalty. Research shows that 86% of consumers prefer a brand with authenticity. In essence, a powerful story can set your organization apart from the competition and provide a compelling reason for customers to choose and trust your brand.

If your brand is a story, then your website is the book. For many customers, your website serves as the first point of contact. Just like a book's cover can influence whether someone picks it up, the storytelling on your website plays a pivotal role in attracting or repelling potential customers. Research indicates that brand consistency has the potential to grow revenue by 20% or more . Therefore, your website must communicate your brand's story concisely and cohesively.

Value and Differentiation

In order to build a compelling brand story, understanding your business's competitive advantage is essential. Often, companies may believe they have no competition, but that is rarely the case. Customers still have alternatives, even if you have a unique product or service. Identifying your competition and what sets you apart is crucial. To gain an advantage, reflect on how your business differs from the rest. What problem does your product or service solve? How does your company do it differently or better? What pain points do your customers face, and how does your offering provide a solution? It's not just about being unique; it's about being uniquely valuable to your customers.

Check out Dayta's case studies and brand positioning examples.

Understand Your Audience

Once you’ve gained insights into your niche market, assessed the competition, and identified your key differentiators, it’s time to get to know your customers. Effective branding relies on a deep understanding of your audience. Your customers aren't all the same; they have distinct preferences, needs, and aspirations. It's vital to distinguish between your ideal clients and those who aren’t. Don’t fall into the trap of marketing to everyone because, in doing so, you may end up marketing to no one in particular.

Take a moment to consider what motivates your audience. What are their core concerns? What do they value? What kind of lifestyle do they lead? Understanding your audience is the key to unlocking effective marketing and communication. By tailoring your message to your audience's specific needs and desires, your ideal customers will respond in kind.

Make Your Customers the Heroes of Your Brand Story.

When your audience sees themselves as central to your narrative, they become emotionally invested in your brand. The client becomes the story's hero by tailoring your messaging, products, and services to meet their needs and desires. Present your solution in a way your ideal client can’t live without. Paint the picture of what life will look like when your client’s problem has been solved by the solution you provide. After all, if they can imagine life as the hero of your brand story, you’re more likely to convert a passive visitor into a loyal customer.

Share Your Story

Sharing your story is about what you say, how you say it, and, last but not least, how you present it. Presentation matters and your website is one of your marketing toolkit's most vital communication assets. Let your website act as a guide, leading potential clients through a journey of discovery that empathizes with their problem, presents a logical solution, and places the customer as the main character of your brand story. Effective storytelling and the presentation on your website act as a tour guide to your brand and the value it provides.

Prove It

Promises are one thing; proof is another. Providing concrete examples that reinforce your brand's position creates trust that your product or service will effectively solve your customer’s problem. Whether through case studies, testimonials, or data-driven results, substantiate your claims and include them as a chapter in your brand story.

Consider boosting your brand’s credibility with a range of tactics. Leverage social proof by showcasing endorsements from satisfied customers or influential figures in your industry on platforms like LinkedIn, Google Business Profile, or Facebook. Share success stories on your website demonstrating how your offering has transformed lives or businesses. The more evidence you offer, the more trust you build, ultimately increasing the likelihood of converting shoppers into loyal customers.

Find An Agency Partner

In a world filled with choices, your brand's position is your North Star. It guides your messaging, informs your product development, and shapes how your customers perceive you. It's not just a marketing strategy; it's the core of your identity.

Defining your brand position can feel daunting, which is where partnering with an agency that specializes in branding services can do wonders for your business. When you partner with Dayta, you’ll gain access to a dedicated team of industry experts who will guide you through the process of defining, defending, and presenting an authentic brand your customers will embrace.

Ready to get started? Contact us today for a consultation, and let’s craft a brand story that truly matters!

What Makes A Good Website — And Why It’s Important

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 27 Oct 2023 20:25:26 GMT

Your website is the digital home of your business, and it’s critical that it makes an outstanding first impression on your visitors. A well-designed website can be the difference between gaining a new customer and losing one to your competition. In this blog, we'll delve into what makes a good website — and why having one is paramount to your success both on and offline.

Role of a Website

Just like a first meeting with a prospective client, first impressions matter greatly in the digital marketplace. Within seconds of arriving on your site , visitors form opinions about your brand based on its appearance and functionality. Think of your website as your digital storefront: it should be inviting, informative, and easy to navigate. A cluttered, slow, or unattractive website can deter potential customers, while a sleek and user-friendly one can captivate and engage them.

In this sense, understanding what goes into creating an appealing and efficient website is pivotal to attracting and retaining customers — and that’s where strong branding comes in.

The Importance of Branding

Your website is the canvas upon which the essence of your brand is painted, telling your story and conveying your values. A consistent brand image represented across your website not only increases the memorability of your brand, but also builds trust, credibility, and legitimacy with your audience and prospects.

A well-branded website is a visual and experiential representation of who you are and what you stand for. When visitors see a harmonious blend of colors, fonts, and messaging that aligns with your brand, they are more likely to trust your business and consider it a reliable source for their needs. Scattered, inconsistent, or otherwise unprofessional branding drags down the quality of your website, and decreases the likelihood that visitors will trust your business.

Why a Quality Website Is Important

The quality of a good website should be outstanding across the board: high-quality images, professional copywriting, excellent performance and speed, etc. These elements all contribute to visitors’ overall impression of your brand, from your credibility and legitimacy to your perceived ability to meet their needs. It’s hard to overstate the importance of a well-crafted website to a business’s long-term brand recognition and reach, so consider it a long-term investment that will pay for itself as your business grows and evolves.

A quality website goes a long way in establishing legitimacy in the online marketplace. Credibility and trust are priceless assets to any brand, especially in today’s rapidly evolving digital landscape, where businesses can launch a web presence in minutes. The quality of that presence — or lack thereof — tells the consumer much about your brand’s positioning in the marketplace and your legitimacy as a service provider. Because websites are often the first interaction a consumer has with a business, it’s important to think of your site as your first opportunity to impress with your customer experience. A professional presentation can build consumer confidence and reassure them that your brand is a solid choice.

Good websites can also increase brand visibility and conversion rates, transforming visitors from prospects to customers in an instant. Leveraging SEO trends is one highly effective method of garnering better organic traffic and increased sales through improved search engine rankings. And thanks to the global power of the internet, businesses of all sizes and geographic locations can capture customers from all over the world, broadening their audience beyond their immediate community.

Intuitive, easy-to-navigate e-commerce sites streamline the customer’s journey from browser to buyer even further with features like 1-click purchasing, cart reminders, and other innovative technologies. These efficiencies can help you keep up with — and stand out from — your competition, in addition to design and copywriting elements that showcase your unique value as a partner. Your website provides an opportunity to give consumers everything they need to quickly and easily become a customer — so don’t squander it! Lean into the web design and development elements that make a good website so easy to love.

Elements of a Good Website

You may be surprised to learn that a website update could be all your business needs to see an immediate improvement in conversions from prospect to customer, but it’s important not to underestimate the importance of great design aesthetics and site usability.

Website Design & Aesthetics

The first and most immediate element that defines a good website is its design and aesthetics. A visually appealing, modern design can capture your visitors' attention and encourage them to explore your site further. Cohesive color schemes, typography, and branding consistency play pivotal roles here, as each of these elements works together to evoke emotions and create an instant connection with your brand. Typography ensures readability and contributes to conveying the tone of your content. Again, branding consistency across your website is critical to establishing and reinforcing your brand identity, which in turn builds trust and familiarity with your audience.

Usability & User Experience (UX)

A good website is easy to use and provides an exceptional user experience. But how is a website user experience defined? It comes down to the interconnected performance of a variety of elements. Intuitive navigation ensures that visitors can effortlessly find the information they seek. Mobile responsiveness and cross-browser compatibility are essential in today's diverse digital landscape, as users access websites from various devices and browsers. Finally, fast load times are crucial; a sluggish website can deter users and harm your search engine rankings. Employing optimization techniques, like image compression and code minification, can help keep your site lightning-fast and user-friendly.

Content Quality

Quality content is the lifeblood of a good website. It should be value-driven, addressing the needs and interests of your target audience. Relevance is key – content should align with your brand and cater to your visitors' unique needs and points of view. Incorporating multimedia elements, like professional photos and videos, can enhance engagement and comprehension. Regular website updates that include a content refresh help to ensure your site remains competitive and demonstrate to visitors your commitment to providing them with the latest, most reliable informati on.

Search Engine Optimization (SEO)

A good website doesn't exist in isolation; it needs to be highly discoverable on search engines. Search engine optimization (SEO) is instrumental in achieving this. SEO is the process of making strategic use of keywords, meta tags, and backlinks to improve your website's ranking on search engine results pages. But as impactful as strong SEO is, it's important to strike a balance between SEO tactics and providing valuable content. Overloading your site with keywords can make it appear spammy, which can deter both users and search engines. A good website integrates SEO seamlessly into its content, making it both informative and search engine-friendly .

Trustworthiness & Security

Last but certainly not least, a good website is trustworthy and secure. An SSL certificate ensures that data exchanged on your site is encrypted, which can foster user trust. Credible testimonials, reviews, and affiliations provide legitimate social proof of your reliability and competence. Transparency is key; a strong privacy policy and clear terms of service indicate that safeguarding users' information and rights is a priority for your company. A secure and trustworthy website can not only attract and retain customers but also protect your business from potential legal issues in the long term.

Tips for Business Owners

If you’re a business owner navigating the ever-evolving digital landscape, it’s natural to want to do everything in your power to ensure your website remains a valuable asset. As a first line of defense, we recommend staying on top of continuous site updates and in tune with technological advancements. The online world evolves rapidly, and an outdated website can leave a negative impression on viewers. An investment in keeping your website modern and user-friendly is ultimately an investment in your brand’s reputation and ability to convert viewers into loyal customers, so don’t underestimate the power of a site refresh.

We’d also invite you to consider investing in analytics to gain valuable, actionable insights into user behavior. Understanding how visitors interact with your site can inform strategy adjustments that optimize user experience and conversion rates. Encouraging feedback from users is another component of this information-gathering tactic; direct user insights can often effectively guide worthwhile improvements.

Finally, remember the importance of investing in an agency partner with expertise in web development and digital marketing. These partnerships can provide the expertise and resources necessary to ensure your website not only meets but exceeds your business objectives, keeping you ahead in the digital game.

Working With Dayta

A good website is the virtual gateway to your business, one that forms the first impression that potential customers have of your brand. To make your online presence truly exceptional, investing in design, usability, content, SEO, and security pays off in the long run. But it’s not enough to simply launch a high-quality site: regular evaluation and improvement are essential to stay competitive and meet the ever-changing needs of your audience. The digital marketplace is constantly evolving — so your website should be, too. When you partner with Dayta, you’ll gain access to a dedicated team whose mission is to understand your business goals and create an effective website that enhances your marketing efforts.

If you're ready to elevate your online presence and ensure your website is firing on all cylinders, don't hesitate to reach out to Dayta for a comprehensive website assessment or consultation. We’ll help you identify areas of improvement and level up your online presence in alignment with your business goals. Contact us today to schedule your free consultation!

How B2B Digital Marketing Can Support Sales with Customer Indecision

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 23 Aug 2023 21:03:57 GMT

Recent research confirms that customer indecision — not customer indifference — is a primary roadblock keeping B2B teams from meeting their sales and revenue targets. Customer indecision can cost companies millions of dollars in new revenue, but how can sales teams influence prospects to make up their minds? By implementing smarter, more strategic B2B digital marketing tactics designed to address prospects’ fear of messing up.

B2B Sales Strategy: FOMO? FOMU? WTF?

In the research phase of their 2022 book, “The JOLT Effect,” authors and business mythbusters Matthew Dixon and Ted McKenna analyzed more than 2.5 million sales-customer engagements. The duo had already identified that appealing to prospects’ FOMO — a tried-and-true approach that leverages fear, uncertainty, and doubt tactics to trigger the all-powerful Fear of Missing Out — was no longer working as an effective B2B sales strategy like it once had. But why?

In Dixon and McKenna’s study, they discovered that 56% of ‘no decision’ losses were a function of customer indecision. Comparatively, the other 44% stemmed from the customer’s preference for the status quo. Their findings suggested that customers are no longer worried about missing out: They’re more worried about making mistakes.

Dixon and McKenna coined this phenomenon “FOMU” — Fear of Messing Up — and built a four-stage framework based on their research to help B2B digital marketing professionals overcome FOMU-driven purchase indecision.

A New B2B Marketing Plan: JOLT Your Sales Cycle Back to Life

Dixon and McKenna’s JOLT method posits that the only way to successfully resolve indecision is to identify the root of the prospect’s FOMU and provide point-by-point solutions through a strategic B2B marketing plan.

The authors acknowledge that FOMU is a reaction to deeply personal fears and anxieties unique to each prospect and that many prospects don’t even have a conscious awareness that they’re struggling with FOMU to begin with. These elements make prospects understandably unlikely to discuss their indecision or the reasons behind it with sales representatives.

In the JOLT framework, Dixon and McKenna provide a foundation for marketers to bridge the decision gap, helping to identify and overcome customer FOMU and ultimately drive revenue.

The JOLT Method

J: Judging the situation

The first step in the JOLT method is to judge the situation, i.e. the degree of customer indecision. In this stage, marketers work closely with their sales teams, consultants and other major account resources to evaluate prospects based “not just on the customer’s ‘ability to buy’ but also on their “ability to decide,’” according to Dixon and McKenna. This includes discovery on the underlying beliefs, fears and anxieties that may be driving the prospect’s FOMU, and brainstorming strategies to address them.

Over time, marketers and sales reps will become adept at identifying patterns in prospects’ behavior and lack thereof, making it easier to quickly determine which prospects are good candidates for conversion further along in the sales cycle. Highly indecisive prospects, on the other hand, can be identified and disqualified early, allowing sales teams to move on to other, more promising accounts with greater efficiency.

O: Offering recommendations

Next, Dixon and McKenna suggest that the most successful path to conversion is one that cuts through the noise of the crowded marketplace by offering recommendations.

The authors make a distinction between “options” and “recommendations;” while multiple options can be helpful to prospects early in the sales process, they can become overwhelming as they grow closer to the critical decision-making point. Prospects freeze up, stuck ruminating on which option will be the most successful — and on all the ways each option could fail.

Instead, Dixon and McKenna found that by making recommendations, or “shifting gears from asking the customer what they want to buy to telling them what they should buy,” B2B marketers and sales teams can help prospects focus on the potential benefits of a solution and shake them out of analysis paralysis.

In this stage, B2B marketers can interface with product, sales and operations teams to simplify the options and build packages based on their discovery with the prospect and successful use cases. Marketers can contribute to the sales strategy by helping to crystallize the narrative around these recommendations, providing the structure and language sales teams need to guide prospects to the right choice.

This “quality over quantity” approach contradicts conventional wisdom, which taught that the key to closing deals was simply diagnosing the customer’s needs. But by taking the diagnostics a step further and providing expert recommendations — thereby narrowing the pool of options — Dixon and McKenna found that win rates more than doubled.

L: Limiting exploration

Now that your prospect has your expert recommendations and the strong proof to back them up, it’s time to stand your ground. Dixon and McKenna found that when reps continue to indulge the customer’s requests for additional information across the course of the sale, win rates are only in the 16% range. This is because the more information a prospect consumes, the less likely it becomes that they will find the satisfying answer they seek.

As marketers, we’re compelled to get in front of the client as often as possible. We’ll do anything to help make the sale, whether that means sending more emails, crafting more content or offering up new packages for consideration. Dixon and McKenna instead urge marketers and sales reps to fight our “more, more, more” impulse and double down on our recommendations.

By “[demonstrating] … expertise and credibility (for instance, by avoiding the temptation to introduce additional subject matter experts to the sales conversation and by anticipating and addressing unstated customer objections),” the high-performing sales reps in the authors’ study effectively curbed additional information requests and lead to win rates of more than 42%.

On the surface, this tactic may seem like inaction — should your team just make their recommendations, then put on their blinders and refuse to engage with customer requests? — but in practice, it’s anything but. Dixon and McKenna found that the most successful sales reps and teams limited exploration by providing resources up front.

Remember, in the judgment phase of the JOLT method, we evaluated the prospect’s ability to decide and strategized around their FOMU. Now, marketing and sales teams can work together to proactively prevent superfluous exploration by compiling focused materials like simple tool kits, recommended reading lists, client success stories, etc. This tactic helps avoid overwhelming your prospect with information and demonstrates your value as a trusted, expert partner — one that understands their needs thoroughly enough to stand behind their initial recommendations.

T: Taking risk off the table

If the “L” phase of JOLT could be considered an exercise in sales confidence, the “T” phase takes it one step further. This stage is all about building buyer confidence through de-risking. FOMU is a state of heightened risk awareness, and Dixon and McKenna found that reps who address this by offering options for limiting downside risk more than doubled their conversion rates compared to reps who did not.

B2B marketers can help sales teams take risk off the table by collaborating on creative safety net options. These can be simple and straightforward, like basic opt-out clauses, or highly tailored to the client’s needs and anxieties, like contracts customized with specific services, incentives and clauses. In their research, Dixon and McKenna found that no matter what kind of safety net was offered, “all had the same effect: instilling buyer confidence in their decision and mitigating the outcome uncertainty that many customers feel before they sign on the dotted line.”

The Impact of a Full-Lifecycle B2B Marketing Plan

For many businesses, the biggest opportunity for sales growth is locked away behind the problem of customer indecision. As marketers, we can play a hugely influential role in unlocking indecision and boosting revenue by contributing throughout the entire customer lifecycle, not just lead generation. The JOLT method provides a proven B2B marketing strategy that puts indecision-busting front and center, encouraging strategies that challenge prospects’ comfort with the status quo and alleviate the anxieties that drive FOMU. By working together with sales teams to understand customer indecision and craft tailored solutions, B2B digital marketing professionals can support sales, drive revenue, and contribute to overall business success.

Reach out to your Dayta Pod to explore how we can help strategically support your sales team efforts and help you navigate customer indecision.

From AI to SEO: A Glimpse Inside Dayta’s Campaign Strategy Services That Empower Growth

Mon, 31 Jul 2023 20:57:10 GMT

In today's highly-competitive digital landscape, brands are engaged in a constant search for new ways to connect with their target audiences and make a lasting impact.

Whether you're a mid-sized company looking to gain visibility or a major brand looking for the next innovation that will reinvent your marketing efforts, an effective campaign strategy can help you harness the full potential of marketing.

We chatted with Jason Wolbeck, Director of Advertising at Dayta, to learn more about how his role interacts with and shapes our Campaign Services, explore each service’s growth since Dayta’s inception, and gain Jason’s insights on how they will continue to evolve in the future.

Hey Jason! Tell us about your role at Dayta. What does a day in your life look like in your position?

I am the Director of Advertising at Dayta, but I started here as an intern shortly after the company was founded. I was a junior at Saint John’s University at the time and then came on full-time immediately after graduation in 2013. I haven’t looked back since!

These days, my primary role is overseeing Dayta's campaign services — ensuring our services are providing value to our clients, that we have proper training and efficient processes for our team to execute the services, and expanding into new services and software as needed. I directly manage a group of five specialists who work with our Pods on everything from strategy to execution to reporting.

My typical day involves a balance between production and strategic thinking. I do a lot of collaboration with my direct team as well as with Pod members. The average day could include attending campaign strategy meetings or one-on-ones, quoting out new campaign services for an Account Manager, or helping to answer an SEO question from a Project Manager.

Everyone on the leadership team at Dayta jumps in to support accounts as needed, so I also work closely with a group of clients to stay connected with their campaign strategies and provide ongoing support.

What excites you about fulfilling this role for Dayta?

I get to coach an amazing group of specialists, each focused on different areas of our campaign services. I enjoy having ongoing conversations with each team member to understand the areas of their role that they love most and set goals. Each team member is continuously growing their skillset, so our capabilities as a company are ever-expanding.

The best outcomes are derived when we can bring together a variety of team members’ expertise. For example, we have campaign strategy meetings prior to launching campaign services, which involve at least one Account Manager and Project Manager, plus all relevant campaign team members, so that we can ensure everyone has a concrete understanding of the client and their goals. It's great having each team member provide insight during these meetings, as each role provides a unique perspective. The final outcome is always stronger because of it.

From a personal growth perspective, my role has evolved a lot. I started out working directly with clients, primarily creating social media content on their behalf. As digital advertising grew, my focus shifted. At one point in my career, I was running all of the advertising campaigns for our clients. I'm very analytical and enjoy having the data available to see how tweaks to a campaign can positively impact business goals. Once our advertising services grew to a large enough level, I was able to start expanding and managing a team. With this shift, I also started overseeing more services such as social media marketing, listings, reviews and SEO.

Can you give us a bit of background on Dayta's approach to campaign strategy?

Our campaign services have always been rooted in a customer’s overall marketing and business strategy, and we’ve continued to grow in our ability to connect business objectives to both online and offline campaign tactics. The addition of our consulting services has allowed us to understand our clients' businesses at a much deeper level, which in turn allows us to create much more strategic campaign strategies.

All of Dayta’s campaign services are focused on getting the right (read: on-brand) messaging in front of the right audiences, and ensuring proper tracking is in place so we can analyze which campaigns are producing the best results to recommend optimizations and future investment.

These services are the backbone of the “Grow” stage of our “Define, Defend & Grow” approach. Once we've worked with a client to define who their business is and built up the proper foundation to defend their brand, campaign services step in to help the business grow through awareness and lead generation.

Can you break down each of Dayta’s campaign services and describe how they’ve developed over time?

Social media marketing used to be our bread and butter at Dayta. Many of the more senior team members will remember our Snap, Crackle, Pop social media marketing packages. Today, social media marketing is a much smaller part of our business, though we still utilize it as a tool to support clients’ overall digital strategies.

Advertising is our largest campaign service and has grown the most out of all our offerings. We now have three specialists focused on advertising. The service started out being much heavier in social media advertising, but today, around 75% of all ad spend for our clients is going to Google. Out of the remaining spend, about 20% goes toward social media advertising. We introduced programmatic advertising services in the last few years, which currently account for the final 5% of total ad spend. Programmatic advertising is an exciting, opportunity-rich area that we are looking to expand and grow moving forward.

Listings and reviews is a campaign service that has remained pretty consistent for us. We’ve upgraded our software so we can continue providing both proactive and reactive solutions effectively. Similarly, our attribution services are a consistent focus. The major upgrades there were CallRail and TapCicks. CallRail allowed us to gain a deeper understanding and better visualization of what drives results for our clients. Our move to TapClicks allowed us to build fully customized dashboards and reports and integrate with Daylight. No matter how our campaign services change in the future, we will be set up to provide comprehensive reporting for all services.

Finally, Search Engine Optimization is our newest campaign service. About two years ago, we identified SEO as a gap in our overall service offerings. It was exciting to see the team work together to bridge that gap and start delivering quality SEO services to our clients. Our SEO process will certainly continue to evolve over time, but I’m proud of where we are today having built the service from the ground up in just a couple of years.

As you look to the future of our services, what capabilities, skill sets, trends or industry changes do you predict will have a major impact?

I’m sure it will come as no surprise to hear that AI is my top prediction for tech that will have a major influence on our industry. Every platform, whether its primary function is advertising or review generation, will continue to roll out new AI tools that streamline its use. We’re already beginning to see this happen, and it will undoubtedly continue to pick up speed. This year’s Google Marketing Live was almost entirely focused on the AI advancements that will be launched in the near future.

But no matter how technology evolves, having a top team of specialists who own their areas of Dayta's campaign services will always be the most important factor in supporting clients with their campaign strategy. Digital platforms — and AI’s influence therein — are changing rapidly. Our clients benefit from having Dayta’s campaign services working proactively to stay on top of this rapid evolution, ensuring they receive the best results possible.

Marketing AI Tools, Humanity’s Next Creative Partner

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 20 Jun 2023 20:13:45 GMT

In 2023, ChatGPT, a new AI tool that can generate written material on virtually any topic in seconds, became the fastest-growing consumer app in history after rocketing to 100 million monthly users just two months after its launch. But across many creative industries, including marketing, the buzz around ChatGPT is as filled with apprehension as it is anticipation: How will these tools affect marketing efforts and the professionals who spearhead them? If AI is truly here to stay — and continues to evolve — how can marketers and brands utilize marketing AI tools to stay ahead of the curve?

To help brands like yours better understand generative AI’s capabilities and potential impact, let’s take a closer look at the most prominent current player, ChatGPT, including the pros and cons of using ChatGPT for marketing and advertising purposes.

Digital Marketing AI: What is ChatGPT?

How does ChatGPT manage this seemingly complex feat of artificial intelligence? According to Forbes, ChatGPT was “trained on a massive dataset of 175 billion parameters, including books, newspapers, and research papers, and a snapshot of the internet taken in 2021.”

With 175 billion sources to learn from, it is no wonder that ChatGPT can so effectively mimic natural human language patterns. By analyzing the context of and relationships between the words used in each piece of written text, ChatGPT developed the ability to predict what words, in which order, will best answer the prompts provided by its users.

And to that end: The word “predict” is a sticky one for ChatGPT. Ask it to predict the ending of your favorite, still-airing TV show, and it will respond that it is not capable of predicting future events. It will “speculate” on possible endings if you give it permission to, but those speculations won’t be its own ideas, per se. ChatGPT isn’t thinking — it is making educated guesses based on statistics pulled from a heretofore unparalleled volume of analyzed texts.

How will ChatGPT affect marketing?

"The bottom line is that ChatGPT will not replace human intelligence or originality. It can only generate content based on what already exists, requires a human at the helm to direct its output, and cannot be truly creative..."

If you work in marketing — or any creative field that relies on human ingenuity and originality to produce new ideas, words, images, etc. — you’ve undoubtedly seen the “AI is coming for your job”-type stories stirring up your Twitter feed. This is (thankfully) mostly fear-mongering, a predictable cultural reaction to seemingly-mysterious new technologies and — the scariest word of all — change. The bottom line is that ChatGPT will not replace human intelligence or originality. It can only generate content based on what already exists, requires a human at the helm to direct its output, and cannot be truly creative — more on the implications of that later.

But since AI applications like ChatGPT seem to be here to stay, it’s important that marketers get realistic about the implications of their use, including the potential benefits and pitfalls. At its best, ChatGPT can be a powerful marketing AI tool to help marketers streamline the routine parts of their day-to-day, freeing up their time to focus on other job priorities. But without best practices in place to guide its use, ChatGPT can open marketers up to liability and neuter the authenticity of their copy.

What Are the Benefits of ChatGPT in Marketing?

One of the best uses of ChatGPT for marketing is in the automation of routine tasks that don’t require that all-important, utterly-human spark of inspiration.

What Are the Negatives of Using ChatGPT for Marketing?

ChatGPT can be extremely effective for the automation of routine tasks, but there are potential traps lying in wait for unsuspecting marketers.

Remember: When using ChatGPT for marketing, remember that nothing produced is original, which poses multiple problems for professional marketers. According to Bloomberg Law , “the vast majority of the text used to train ChatGPT was certainly subject to copyright protection,” which raises some critical questions regarding the scope of copyright claims on content created by ChatGPT. If a piece of content generated by ChatGPT and used in marketing or other branded copy was found “to be a derivative work of underlying copyright material, [the brand would risk] a potential infringement claim if the output is subject to copyright protection,” per Bloomberg.

ChatGPT also has some significant blindspots in its programming. It has not been trained to identify bias (yikes) or determine veracity (that is, whether the source material is accurate and true) and has no knowledge of anything that didn’t exist on the internet before 2021.

Then there are the real-world implications of using ChatGPT-generated in marketing applications. Let’s say you’re using ChatGPT to generate copy that includes SEO keywords for a blog. ChatGPT can accomplish this in seconds, but using that copy to achieve your intended SEO results is another matter. With so many brands and marketing teams undoubtedly turning to ChatGPT for copy generation, there is a real risk of many sites all sounding exactly the same — which can have legitimate consequences for SEO. Search engine algorithms can detect duplicate or repetitive copy and rank it lower as a result , so using ChatGPT’s copy verbatim may do more harm than good. In this way, ChatGPT actually makes a strong case for the increasing importance of human copywriters: It’s more effective for SEO (and compelling for your audiences) to use ChatGPT to determine the best keywords for a blog or generate basic copy for a site page, then have a copywriter edit and build upon that content to infuse it with your brand’s authentic voice, tone and originality.

And therein lies the rub: Try as it might, ChatGPT simply cannot replicate or replace the “human factor,” that indescribable secret sauce that only living, breathing content creators can contribute. Audiences are smart, and they can tell when the people behind the brand are, well, people. That authenticity is critical to successful marketing. We all crave human connection, and as consumers, we are drawn to brands that reflect humanity’s best qualities. The brands we rave about are original yet relatable, genuine yet polished. Only humans are capable of producing material with these telltale nuances and contradictions — at least for now.

To learn more about Dayta's approach to generative AI for marketing, watch the webinar !

Stop Googling Yourself!

Wed, 07 Jun 2023 15:11:00 GMT

Stop Googling Yourself! How Searching For Your Business Hurts Your Results

It seems harmless enough: You’re curious about how your company is ranking online, so you plug your business’s name into Google. But Googling yourself can have unintended consequences — ones that hurt your organic results and can undermine the efficacy of your paid Google search campaign. Brand owners may not realize they’re creating a self-fulfilling prophecy: By searching for your own ads to gauge their effectiveness, you’re actually making them less effective.

As Director of Advertising here at Dayta, I work with our team and clients on everything from initial strategy to evaluating results. It’s within that evaluation and reporting stage that I often see the negative side-effects of clients searching for their own ads. Google's search algorithms take into account your personal browsing history, location, and even the device used to tailor the search results you see. This means that if you frequently visit your own website or similar sites, Google might rank your business higher in your personal search results compared to what an unbiased user might see.

Why Isn’t My Business Showing Up on Google?

Businesses often want to know why they’re not showing up organically or in ads when they Google themselves. There are many reasons why your business may not be appearing when you search, and unfortunately, many of them have to do with the insider baseball of Google’s algorithm. That means giving a clear-cut answer to this question can be difficult. While by no means all-encompassing, we can break down the most common problems and their effects to a few key components:

Location. Where are you searching from? Because of the proven power of local search, Google will try to show the most relevant — i.e., the closest — business to you when you’re searching. If you’re searching from an area that would not include your business in the local pack, you’re unlikely to see your business in organic search results. IP targeting has also been known to mismatch users’ physical locations , creating wonky results; you may visit a site while physically located in one place, but Google Analytics may show your location elsewhere in its real-time reporting.
Device. Are you browsing on a desktop computer or from a mobile device? Your choice of device can affect the results you see while searching. According to a 2021 study conducted by SEMRush, only 17% of websites retained their positions across both mobile and desktop search engine results pages (SERPs) and 37% of URLs were actually thrown out of the top 10 when the search query was made from a mobile device.
SEO. Is your website optimized to rank highly for your audience’s actual search terms? Search engine optimization (SEO) boosts your site’s visibility in search engines by including the most relevant keywords in your site copy, including page titles, headlines, descriptions, etc. SEO is an easy and extremely effective way to bump your business up the search engine results ladder, not to mention the cost-savings it could deliver: According to Terakeet, SEO can reduce the cost of customer acquisition by an average of 87.41% compared to other digital advertising efforts.
Action. Say you’re doing a search, and your business shows up in the result. Great! You’ve seen what you needed to see, so you don’t click on your website. No problems here, right? Wrong. By not clicking on the website, you’re telling Google that you’re not interested in that search result, negatively impacting your SEO — and possibly preventing you from seeing your business in future search results.
Bouncing. On the other hand, if you’re searching and are taking the additional step of clicking on your website, but leaving right away, that tells Google that your website didn’t meet the search term’s needs. Again, this can negatively impact SEO and future search results.
Paid Impressions. When running paid Google Search Ads, there is real money to be lost in searching for your keywords. If you’re not clicking on your ad when you come across it, you’re adding an impression that lowers your click-through rate. This, in turn, can harm the quality score of your Google Ad campaign and lead to increased costs. That said, if you do click on your ad, you’re paying for that click. It’s a lose-lose situation — better not to search for your ad at all. Instead, utilize the Ad Preview & Diagnostics tool within your Google Ads account to conduct test searches without impacting your actual performance.

In addition to these critical factors, new technological developments will further complicate the imperfect science of search rankings now and in the future. Artificial intelligence (AI) is already making waves in this regard: Google will soon be incorporating Bard, its proprietary chatbot, into SERPs to build upon your historical searches and prompts to deliver even more relevant search results.

What Can I Do About It?

Clearly, searching for your own business is like a Choose Your Own Adventure novel with only unhappy endings: Disappointing and a waste of time. But as your marketing team, we understand that you have a vested interest in whether or not your ads are running and performing. That’s why we place so much emphasis on the evaluating and reporting stage of our partnership with our clients — we want you to trust us to not only provide you with that data, but also to give you productive, informed advice on what to do with it. We utilize multiple tools such as Google Analytics, Search Console & SEMRush to give you the fullest possible picture of how your business is showing up in Google’s world, and we’re more than happy to consult with you on how to improve those results if necessary.

For instance, if our data indicates that most people who click on your website are quickly bouncing, we may suggest a website audit. We have tools at Dayta that will test the quality of your website and, based on our findings, offer improvements. These tests and tools offer a clearer picture of any issues and a solutions-based approach to improvement, as opposed to what little information can be gleaned from a business owner doing searches on their own.

Or maybe people are searching for your business, but those searches are resulting in no-clicks. We’ve reached a point in time where Google has created their own information ecosystem to provide users with answers without ever having to leave their platform. SEMRush reported that at least 25.6% of all Google searches made last year were zero-click. When it comes to fighting the no-click craze, your Google Business Profile is king. GBP is essentially free real estate provided by Google, and it is often woefully under-utilized. Together, we might decide to build out your profile to ensure it’s optimized properly. We recommend filling in every applicable detail and consistently adding new posts with a strong call to action, whether that’s clicking on to your website or giving you a call. If GBP is populating for searchers, that means they’re either looking for you specifically or are in your area — don’t waste this golden opportunity to give potential customers exactly what they want!

The Bottom Line

The temptation to Google your own business “just to check” on how you show up organically or how your ads are performing is strong, but the negative repercussions far outweigh the momentary reassurance.

The best course of action? Trust your marketing team. This is what you pay them for, after all! By using the tools at their disposal to see where outcomes could improve, together you can forge a path forward that ensures both the success of your business’s ads and your satisfaction as a client — no self-searches required.

Why You Should Prioritize Brand and Lifestyle Photography

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 16 May 2023 18:20:13 GMT

Humans are visual creatures. Research shows that 90% of all information transmitted to the brain is visual and that the brain can identify images in as little as 13 milliseconds. In this über-digital day and age, we are constantly bombarded with visual stimuli from the moment we wake up to the moment we put our phones away and head to bed for the evening. So how do successful brands stand out against all that visual noise?

Professional brand photography may be the boost your business needs to get ahead. From social media posts to website design, strong visuals — especially recent, high-quality lifestyle photography of the real people, places, and things that make your brand unique — instantly capture the attention of your prospective customers, helping you to focus their interest against the backdrop of web-based white noise.

Tell Your Story With Brand Photography

It’s a cliché because it’s true: A picture is worth a thousand words. Brand photography can express ideas, showcase people and products, and inspire emotional reactions and connections in ways that words alone can’t. Quality visuals can help tell your organization’s story authentically, conveying your core brand messaging in a manner that connects with your audiences in a meaningful way.

Consider your brand’s voice, tone, and overall aesthetics: What photography styles and images would seamlessly integrate with your branding and story ? A modern tech-savvy SaaS brand might opt for commercial photography that features bright, highly saturated photos. A business selling products online may choose e-commerce product photography against a clean, crisp white background to showcase their products, while a family-owned organic pet food company might choose warm-toned, intimate lifestyle photography or portraits of their staff interacting with their own pets or harvesting farm-fresh ingredients by hand.

By identifying visual content that aligns with your brand’s narrative, values, and personality, you can enhance and crystallize your overall messaging, helping you reach your audience faster and more effectively. This authenticity will be appreciated by your customers, who want to see brand photography with the real people, products, and services behind the businesses they love (or want to love.) Top-tier, up-to-date photography can help you build trust and establish meaningful relationships with your audience in just a few shutter snaps.

Branding and Lifestyle Photography Can Improve Your Metrics

Let’s be honest: People do judge a book by its cover. The average person is distracted in as little as 8 seconds , and readers of novels and websites alike are turned off by low-quality photos, badly composed images, and other hallmarks of less-than-professional visual branding that can be counterproductive. Alternatively, by investing in professional lifestyle photography, you are communicating to your audience that your brand is a worthwhile partner, takes pride in its image and products, and is committed to delivering quality in everything it does. For most (if not virtually all) brands, these high-quality, professional visuals help hold a user’s interest for longer, resulting in more leads and better conversion rates overall.

Your audience wants to see quality, authentic visual representations of your brand, from the products you sell to the people you employ. We know that articles containing images — any images — receive 94% more views compared to those that have none, and that users who click on photos of real people are 200% more likely to convert to a sale . Now imagine the impact if those visuals were top quality, well-composed, and perfectly incorporated into the webpage’s design!

When you invest in professional branding and commercial photography for your brand’s web presence and digital content, you’re also investing in your metrics. Well-crafted visuals can improve your performance across criteria: Site traffic, search visibility , engagement rates, social media following, and beyond. By posting photo and video content consistently and incorporating dynamic, visually appealing images into your web presence, your brand can begin to build a following, generate leads that convert into sales, and foster brand recognition and loyalty among your customers.

Create Consistent Content With the Help of a Commercial Photography Library

Quality brand photography can make content planning and creation infinitely easier for businesses and their marketing teams. By building a library of professional-grade images and videos, brands can streamline their content creation process and focus on producing meaningful, high-performing content on a consistent posting schedule — instead of bogging down the process with impromptu smartphone photoshoots and amateur image editing.

Furthermore, by investing in professional marketing photography, you can effectively “future-proof” your brand, providing evergreen images that can be used for years to come. Using a set of high-quality, stylistically consistent images to represent your brand and your products, your visuals are more likely to remain relevant and on-trend for years to come, which can help you stay ahead of the competition and attract new customers to your business.

Speaking of consistency: Our brains are built to identify patterns. Deep in the most primal parts of all that gray matter, patterns equal safety — predicting possible and probable outcomes helped us survive in our species’ infancy, after all. That’s why brands with clear, consistent visual identities tend to thrive: They’re viewed as trustworthy and professional, while brands with disorganized, inconsistent visual language are perceived as unreliable and unprofessional.

Commercial photography can help immensely in creating strong, cohesive visual branding. A professional commercial photographer will understand how to translate your brand’s identity into visuals, including elements like a consistent color palette and image composition.

Unlike the average marketing intern armed with little more than an iPhone and their wits, your hired photographer will come prepared with the expertise and equipment to capture commercial images in a wide range of settings and lighting conditions. Whether you need product shots, lifestyle, and environmental images, or simple staff portraits, a professional photographer will have the flexibility and know-how to meet your needs while establishing or reinforcing your brand’s visual identity.

You can (and should!) show your photographer examples of other brands’ photography that contains elements you’d like to emulate in your own visual brand. Articulate to the best of your ability what you like about each example image and how it relates to the brand you are trying to build. With a little collaboration and communication, you’ll be well on your way to creating that oh-so-aspirational Instagram grid you’ve always wanted for your brand.

Oh, Snap! Need Brand Photography? Dayta’s Got You.

If you're looking to invest in professional brand photography for your business, your Dayta Pod can help plan, book, and organize a photo and/or video shoot from start to finish. Get rolling on commercial photography to make sure your organization has quality images that support your marketing tactics. Reach out to your Pod or contact us to learn more about how we can help you level up your brand’s visual language!

Everything You Need To Know About GA4 Migration

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 01 Mar 2023 17:44:38 GMT

As of July 1, 2023, Google’s Universal Analytics will be replaced by GA4 (Google Analytics 4).

If you rely on Universal Analytics to provide important audience and conversion insights, this transition may seem daunting. However, you can prepare now to use Google Analytics 4 and set you and your business up for success after Universal Analytics’ drop-dead date. Explore our FAQ guide to updating to Google Analytics 4:

Important note for Dayta Marketing Management Subscribers:

Your pod is already working on upgrading your account to Google Analytics 4. While the information presented here is still helpful to understand, you don’t need to be concerned about implementation and migration, and the resulting data will be incorporated into your regular reporting and analysis. Your team is on it!

Not yet subscribed to Dayta Marketing Management? Talk to our team today to see if fractional marketing is a fit for your business.

What is Google Analytics 4, and how is it different from Universal Analytics?

Google Analytics 4 is Google’s “next generation” of Analytics properties, which collect web and app data to provide business insights. It differs from Universal Analytics in its method of data collection. Google Analytics 4 will use event-based data instead of session-based data.

Event-based data collection is exactly what it sounds like: Data collection is based on the occurrence of a specific event, like a conversion, as opposed to gathering data each time a user visits a site or app regardless of any other specific actions they may take or have previously taken.

According to Google, Google Analytics 4 will also:

Include privacy controls such as cookieless measurement and behavioral and conversion modeling.
Offer guidance without complex models through predictive capabilities.
Help drive actions on your website or app via direct integrations to media platforms.

Will I be affected by the change to Google Analytics 4?

If you’ve created a Google Analytics property prior to 2020, probably. Google’s rule of thumb reads thusly:

If you created your property before October 14, 2020, you're likely using a Universal Analytics property.
If you created your property after October 14, 2020, you're likely using a Google Analytics 4 property already, and no action is required.

Not sure what type of property you have? You can confirm your property type here.

What will happen when Universal Analytics is replaced?

Up until July 1, 2023, nothing will change about your Universal Analytics property. You will be able to use and collect new data in your Universal Analytics property as usual.

Then, on July 1, 2023, all standard Universal Analytics properties will stop processing new hits. 360 Universal Analytics properties will stop processing new hits on July 1, 2024. This means that your Universal Analytics properties will no longer be up-to-date. You can, however, export your previously collected Universal Analytics data after this date. Google has indicated that the export functionality will be available for at least six months after the Universal Analytics shutdown.

When you start the GA4 migration process, the Google Analytics 4 Setup Assistant will create a new Google Analytics 4 property for you if you have not created one already. This new Google Analytics 4 property will have some of the same basic features, like goals/conversions and Google Ads links, that you have in your corresponding Universal Analytics property. If you create your new Google Analytics 4 property prior to July 1, 2023—which we strongly recommend you do —both that property and your corresponding Universal Analytics property will gather data in parallel, building valuable historical data and insights in your Google Analytics 4 property that can be accessed after Universal Analytics has been deactivated.

GA4 Migration: Why should I do it?

To start, because you have to: If you have a Universal Analytics property that you would like to continue using, you must migrate—full stop. Migration is mandatory for the continued data collection on your property, and doing so will allow you to build the necessary historical data and usage in Google Analytics 4 to provide continuity once Universal Analytics is no longer available. The earlier you migrate, the more historical data and insights you will have in your Google Analytics 4 property.

We strongly encourage you to make the switch ASAP , as it will ensure your transition to the new experience is a smooth one.

How To Migrate To GA4 (Google Analytics 4)?

Google has helpfully outlined the steps detailing how to migrate to GA4 in an Analytics Help article , but we’ll also detail them for you below. There are six basic steps that everyone migrating to the new property must follow, and an additional five specifically for advertisers.

Migration steps for all Universal Analytics users:

Consider your account structure. In Universal Analytics, views are used to create separate collections of data defined by delineators like geography, lines of business, etc. In Google Analytics 4, there are no views, so this type of data separation is accomplished through different means. The granularity to which you separate your data and how you control access to it depends upon your needs and whether you use standard Google Analytics or Google Analytics 360. You can skip this step if you manage one website and/or one app, or if your business is not large enough for this step to be relevant.
Create a Google Analytics 4 property and data stream. The Google Analytics 4 Setup Assistant wizard will help you copy over your existing Universal Analytics property to the new solution, allowing you to collect data in parallel until Universal Analytics is no longer available.
Collect website and app data, if applicable. This step is required if the Google Analytics 4 Setup Assistant couldn’t reuse your tags for any reason.
Turn on Google signals. This step allows you to collect additional, enhanced data about users who have turned on ads personalization and have signed in to their Google Accounts, which is critical for remarketing and reporting.
Set up conversions. This can be accomplished by using the Goals migration tool, or via manual setup.
Add users. Again, this step can be accomplished by using the User migration tool or via manual migration/user addition.

Additional migration steps for advertisers:

Link to Google Ads. Use the Google Ads links migration tool to import your Google Ads links from Universal Analytics to your now-connected Google Analytics 4 property, or create new Google Ads links manually .
Migrate audiences, if applicable. By utilizing audience migration from your Universal Analytics property to your Google Analytics 4 property, you can identify the same user groups and export those audiences to your linked Google Ads accounts. You can also set up new audiences in your Google Analytics 4 property manually.
Validate your conversions, if applicable. While your volume of Google Analytics 4 conversions may differ from your Universal Analytics conversions for a number of reasons, it is important to compare them before importing your Google Analytics 4 conversions into Google Ads. If your conversion counts differ significantly, you can also validate your migrated goals and ecommerce transactions.
Import your conversions into Google Ads, if applicable. Importing conversions into Google Ads allows you to use that data for reporting and bidding.
Add Analytics audiences to a campaign or ad group for remarketing, if applicable. The upcoming changes to audience targeting in Google Ads could be a blog unto itself, but for the time being, let’s focus on setting up an audience source for a campaign. This is what allows you to identify an audience segment and reach them specifically, so it is a critical final step in your Google Analytics 4 migration.

What now?

Your Google Analytics 4 property will collect data parallel to your Universal Analytics property until July 1, 2023, at which point Universal Analytics will stop processing new hits, essentially “freezing” it in time. After July 1, you'll be able to access your previously processed data in your Universal Analytics property for at least six months, according to Google.

The company has indicated they will soon provide a “future date” after which Universal Analytics reports will no longer be visible in the Analytics interface and Universal Analytics data will not be accessible via the API.

After July 1, 2023, your Google Analytics 4 property is now your only source of new analytics data. You will be able to use Google Analytics 4 to measure event-based data from both websites and apps in much the same way you previously did in Universal Analytics, with some new parameters, controls, and capabilities.

The bottom line? The sooner you migrate to Google Analytics 4, the faster you can get acquainted with its interface and capabilities—and the faster you can leverage its data insights for optimized decision-making in a post-Universal Analytics world.

If you run into issues with these steps, reach out to our sales team and we'll do our best to assist!

Dayta’s CTO on Developing Greenfield Marketing Technology for Marketers and Clients

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 08 Feb 2023 17:13:59 GMT

Dayta’s CTO on Developing Greenfield Marketing Technology for Marketers and Clients

Marketing technology has made leaps and bounds since the analog days, but with the marketing landscape changing more rapidly than ever, it can be tough to keep up.

To ensure we stay on the cutting edge of marketing technology, there’s been a quiet storm of work behind the scenes at Dayta to develop a first-of-its-kind solution that will change the game for our team and our clients alike.

We talked with Dayta CTO Daine Billmark to learn more about his role in implementing this technological vision and about what the future holds for Dayta’s groundbreaking platform.

Hey Daine! Tell us about your role as CTO of Dayta. What does a day in your life look like for you?

As Chief Technology Officer, I'm responsible for making sure the Dayta team has the tools we need to serve our clients efficiently, as well as developing new technology—both of which are setting Dayta apart in the industry. For most of my career, I've supported marketing-focused companies and people with technology. I've always enjoyed marketing and even minored in Marketing (though no one at Dayta seems to be very impressed by that)!

I like to think that my background allows me to understand both the technology and user-facing aspects of the services Dayta offers. Every day at Dayta, I work with super-talented people to solve problems and improve our processes and efficiency so that our marketing experts can focus on strategizing and executing with our clients.

Why were you excited to take on this role at Dayta? What opportunities for team growth or continued development did you see?

I worked with (Dayta CEO) Gordy Meyer for a long time at his previous business, and he pitched me a vision for what a scalable, innovative marketing company serving SMBs could actually be: A company that brings together existing point solutions in the huge marketing technology ecosystem in a seamless way, while also developing our own technology that doesn't exist in the broader market today for the client profile we serve. Building greenfield technology (read: tech-nerd term meaning “brand new stuff”) in an already-established, well-respected company on the cusp of major growth was an exciting opportunity.

Tell us about Dayta’s tech vision and how you're implementing it. How did you approach marketing technology for Dayta when you came on, and where are those efforts today?

Marketing technology is no joke. It's vast and complicated. Harnessing it is key to a successful marketing business and our clients' growth. There are two major pieces to implementing this:

Bringing together the best existing technology tools that fit together to make life simple for our Dayta Pods and Specialists, while also making them powerfully armed. At the same time, we need to keep security top-of-mind, as user access across so many tools for all of our clients is non-trivial.
Truly innovating and bringing to market a greenfield technology product that hasn't been previously built in this space. This product funnels all the marketing strategy and data into one place for our customers and our internal teams, so we can use that to understand what is and isn't working—and how changes we make affect that—across all facets of a client's marketing strategy.

At this point, we've brought in all of the necessary tools to fulfill #1, and we continue to refine processes that enable Dayta folks to work within and between them. Internally, we released an initial version of our new product, Daylight , at the end of 2022, and officially launched the platform in early 2024, with the goal of continuously refining and updating the platform to serve our client base and their unique needs.

Can you explain in your own words what Daylight is? What problems does this solve, both for us and our clients?

Daylight was designed to be the answer to a variety of questions that, prior to its development, only had “no” for an answer for most SMBs: Can you tell how your offline marketing efforts, in coordination with digital campaign strategies, correlate with attribution and performance? Can you tie back changes in strategy you've made to marketing tactics in either of these categories to actual ROI at a glance, without painstaking hours of data triangulation and manual report building?

It sounds hard because it is hard. We've spent years laying the groundwork to solve those problems for us and our clients. As of now, Daylight, our market-first Marketing Management Platform (MMP) , has launched across Dayta.

Is there anything else you’d like to share about your role at Dayta, the strides we've made in terms of greenfield technology, why tech matters to a marketing agency, etc., that you haven’t already spoken to?

We gained a lot of ground in implementing new tools and developing our marketing technology since I started with Dayta. These innovations were only made possible by the amazingly smart, savvy, and all-out monster group of people at Dayta who have helped guide my path toward the needs of our team and our clients. We are hyper-focused on helping our clients grow, while simultaneously using our intensive knowledge of their needs to build unique tools to better serve them. The sheer caliber of talent and vision on this team drives continual improvement—Dayta and our clients are growth-minded, so the technology to support that must be smooooth like a jar of Jif. (See, my Marketing Minor just came up with that!)

Interested in learning more about Dayta’s modern approach to marketing?

Click here to explore the pillars of our company that set us apart: Our Pods of experts, our Dayta Loop process, and our Dayta Results Dashboard platform, Daylight . And before you go, don’t forget to request your free marketing assessment with our team!

Introducing the New Dayta

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 10 Jan 2023 22:01:19 GMT

It seems introductions are in order:

We are proud to announce the launch of our new brand name and branding elements. As of January 2, 2023, we are officially Dayta , your trusted fractional marketing team.

After over a decade of evolving to meet the demands of the ever-changing marketplace, Dayta now offers much more than digital marketing solutions. The decision to transition from “DAYTA Marketing” to the more streamlined “Dayta” was informed by this substantial growth as a brand, and reflects the company’s positioning at the intersection of marketing and consulting.

“Dropping ‘Marketing’ from the name provides a much cleaner look,” said Dayta CEO Gordy Meyer. “It allows us to expand our consulting services beyond marketing and into sales.”

A new name also provided a welcome opportunity to update Dayta’s visual branding elements. A redesign was long overdue; Dayta’s previous logo had remained largely unchanged in the 10 years since our inception. A new logo was developed to both reflect the change in name and better represent the modern, approachable Dayta of today.

A diverse group of Dayta team members and leadership contributed to the discovery and design of the new logo and brand color palette. Senior Design Specialist Kelly Imholte described the group’s intention to echo the previous logomark to some degree while developing the new design.

“I wanted to bring the yellow ‘sun’ circle into the new branding, both as a callback to the previous logomark and as an illustration of the bright and positive ‘It's Possible’ motto that our team exemplifies,” he said.

Out with the old, in with the new: Dayta’s new logo incorporates elements from the original while establishing a fresh sense of character .

In addition to the inclusion of the “Dayta sun” as a visual element, it was determined early on in the discovery process that the new logo should, like its predecessor, be text-based. The team worked together to develop a custom typeface that conveys our unique brand voice and approach to business.

“Kelly and I both had very similar custom typeface designs, which were merged and refined to create the final logo,” said Senior Design Specialist Shane Fertig.

The final typeface includes rounded letterforms to complement the circular shape of the Dayta sun and to “give the logo a friendly appearance,” according to Fertig. For scalability, a corresponding icon mark — a simple yet striking lowercase “d” with the Dayta sun — was developed to represent these core characteristics in a more compact package.

Dayta’s brand colors were also updated to provide more flexibility and variety in design applications. Even our signature yellow shade was tweaked slightly, according to Fertig.

“I selected a slightly darker shade of yellow reminiscent of the (previous) branding color to maintain some continuity while still allowing for visual distinction,” he said. “This darker, athletic-gold-inspired yellow was also chosen for its versatility in design.”

Bright, distinct new colors were added to expand Dayta’s secondary palette: Day Off, a balanced blue-green, Clear Skies, a brilliant light blue, and Sunset, a bold brick orange rooted in red and Dayta yellow. The palette’s neutral shades include a true black, warmer black, and warm grays.

Viewers of our website and social media can expect to see further implementation of the new branding as 2023 continues. Our website has already transitioned to its new, truncated address, www.dayta.com , and sports the updated logo and icon mark. Clients will note that their Pod members’ email addresses have also been updated to reflect the new domain name.

On behalf of everyone at Dayta, we’d like to thank you for your trust in our team and capabilities, and for supporting this energizing new chapter in our company history. We look forward to continuing to deliver the enterprise-level fractional marketing services and consulting that have made Dayta what it is today

Interested in rebranding your own business or organization? Dayta delivers!

Click here to read a recent rebranding case study by the Dayta marketing experts, then request your free 90-minute marketing assessment .

Dayta Q&A: Building Expertise Through an Employee Training System

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 30 Dec 2022 16:04:02 GMT

There’s more to assembling a successful marketing team than recruiting all the best and brightest talent, Avengers-style.

How can you as an employer ensure your employees’ long-term satisfaction with their roles? Continued professional education and employee training systems are critical to the success and cohesion of your team.

We talked with Dayta’s own Alison Zetah, our Instructional Designer and Learning Facilitator, to dive deeper into her role—the first of its kind for the company—and the significance of training in creating and strengthening marketing teams in the digital age.

Hi, Alison! Tell us about your role at Dayta. What does a day in your life look like in your position?

My position is new at Dayta, and my official title is Instructional Designer and Learning Facilitator. In a nutshell, this means I organize and create education and professional training materials for staff. My day-to-day covers a wide range of responsibilities including organizing onboarding training for new staff or transfers, developing training manuals, implementing our new learning management system, gathering staff feedback, and trying new processes to better support them in their role. I try to create a solid foundation of learning for staff from which they can grow and be successful.

While this is my first position as an Instructional Designer, I have always worked in education in some capacity, including a K-12 school and even higher education. After receiving my undergraduate degree in Communication from the College of St. Benedict, I spent a few years working and traveling abroad before returning to school and receiving my M.Ed. in Education Technology. I knew I loved adult education and, in particular, using technology to improve learning outcomes. I worked for two and a half years as an E-Learning Specialist at Centracare before pursuing my current position at Dayta, which I was interested in because of the opportunity to work more directly with staff.

Why were you excited to take on this role at Dayta? What opportunities for team growth or continued development and marketing training did you see?

Not only did I see the opportunity for my own professional growth at Dayta, but I was thoroughly impressed by the sheer talent of the staff that make up this company. Their experiences, stories, and abilities continue to wow me nearly a year into this position. Additionally, the fact that leadership had created this position for a company as small as Dayta was unusual, and I find that to be very telling of the kind of company Dayta is — a small but innovative marketing company committed to supporting and improving the employee experience and, by extension, that of their clients. I knew then that I wanted to be part of this group.

One of the first opportunities for growth I saw at Dayta was something I am sure other businesses can relate to: Remote work and its challenges, including feelings of isolation amongst members of different teams or departments, which can lead to potential miscommunication amongst the staff. This is especially difficult for new employees who don’t have the same opportunities to build relationships outside of virtual meetings. One interesting aspect of my role was restructuring our onboarding process to improve staff outcomes, and as part of that initiative, we implemented a program to encourage inter-departmental connections among new staff hired at Dayta. We’ve gotten some great feedback and are hoping to continue expanding the program in the future.

Why are employee training programs critical for a marketing team?

The world of marketing is so varied and full of change that training is absolutely critical. Training and development at Dayta is not new; in fact, leadership’s understanding of the importance of education is why my position was created in the first place! If you’re working with a team that isn’t staying up to date with trends, processes, and technology, your company could be missing out on opportunities to strengthen and grow. In order to manage that overwhelming amount of information, your company needs to have an employee training system in place to develop, store, and present continuing professional education effectively. Without such a system, you risk overwhelming and confusing your staff, leading to burnout and dissatisfaction in their role.

Staff who understand their role and have the resources needed to complete their work are going to be happier and more successful in their position. My goal is to make accessing those resources simpler and more intuitive in order to make us a more effective team.

Tell us about Dayta’s employee training programs and how you are implementing them. What is the focus of our current training efforts? Why are those our current areas of focus?

We know from research that the first 6 months at a new job are critical in helping staff determine if they will stay with a new company long-term. Dayta is focused on not only hiring talented and skilled employees but also doing what we can to retain those staff once they are here. There are a number of initiatives our leadership team has created to make this happen, and my role is just one small part of that.

Research indicates that an employee’s onboarding and training schedule in their first few weeks tends to leave a strong first impression of how the rest of the company is run. With that in mind, the bulk of our efforts in this last year have been focused on continuing to improve that experience. This has included soliciting staff feedback, developing an organized and intentional onboarding schedule for each role, initiating an informal mentorship program, and, as mentioned before, facilitating cross-departmental relationships among newly hired staff.

It’s important when implementing change that we do so with as much contextual information as possible. I couldn’t have accomplished half of this without the staff being willing to share their experiences, ideas, and examples of what has or hasn’t worked well in the past at Dayta.

Interested in DAYTA’s upcoming speaking engagements and events?

Click here to learn more about our educational programming and access our exclusive presentations and resources! And don’t forget to subscribe to our DAYTA News email newsletter to be notified of upcoming events.

Employer Branding: The Make-or-Break Factor in Recruiting

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 14 Oct 2022 21:26:55 GMT

As marketers and business leaders, you know that strong, distinctive branding is key to selling your products and services to your target markets. You’ve developed the visual and verbal language to communicate your brand to your audiences—but can you say the same for your employer brand?

Employee Experience: The Bedrock of Your Employer Brand

Your employer brand is essentially your reputation in the job marketplace, and it can make or break your recruitment strategies. In the job market, candidates are the consumers and employers are the product. It’s your responsibility to “sell” candidates on your workplace and open positions, and your greatest asset in closing that deal is a strong employer brand strategy.

Employee Experience: The Bedrock of Your Employer Brand

Your company’s employee experience is the foundation of your employer brand.

The phrase “employee experience” refers not to the content of an applicant’s resume, but to the quality of the lived experience of your employees, i.e.: What is it like to work here? Do current and former employees speak highly of your company’s culture, benefits, and management? What do employees talk about when they talk about working here? Essentially, developing an authentically supportive and engaging workplace culture is the bedrock of solid employer branding.

Marketing Your Workplace Culture

It’s important to remember that your employer brand in the marketplace may not always reflect the best parts of your employee experience. A recent study by Career Arc showed that 75% of job seekers consider an employer’s brand before applying for a position, and 82% visit employer review sites while researching an employer’s brand. If employees are leaving negative reviews of your company on hiring sites, that can have a serious impact on your reputation as an employer.

It goes without saying that your first line of defense against negative employee reviews is to be a great employer, but a strong secondary employer brand strategy is to showcase your employer brand and positive reputation throughout your online presence. A well-designed careers page on your website should feature glowing testimonials from real employees, competitive hard and soft benefits, and photos and videos of your workplace. These elements should carry over to your job posts on hiring sites, your social media presence, and anywhere else a potential hire may encounter your employer brand.

Building awareness in the hiring marketplace—not just of your company, but of your positive brand as an employer—is critical to capturing applicants and starting them on the applicant journey.

What is an Applicant Journey?

The applicant journey is the path a prospective hire takes from their initial encounter with your employer brand to being hired.

Ideally, the average applicant journey for a prospect with your company will be simple and seamless, designed to make it as easy as possible for the best-qualified applicants to get in front of your hiring team. Any roadblock during the applicant journey can negatively affect your completed application rate.

Once your company passes a prospect’s initial vetting of your employer brand via review sites, social media, etc., they will move on to your job listings and begin the application process. For many employers, this is the step in which applicant interest is most often lost, leading to fewer completed applications. Why? A poor application experience.

Most job seekers are filling out many different job applications during their search, often from their smartphone rather than a desktop computer. That means the length, ease, and compatibility of your application form matters—and can cause you to lose candidates. According to Recruitics, 21% of candidates will drop off a mobile application of over 3 pages. 60% will skip out on an application that requires you to make an account.

The best way for employers to ensure a positive applicant experience is to put themselves in their prospects’ shoes. Try applying to one of your company’s current job postings from a smartphone and see what barriers you encounter.

Ask yourself:

Is the application page easy to find from the homepage of your company website?
Does the form page load quickly and without formatting or performance issues?
Can you complete your application in its entirety from your smartphone without having to open multiple browser windows, apps, etc.?
Would you want to complete this application process if you were an applicant? Why or why not? What elements of the application process factor into your answer?
How can the process be streamlined to support easier and quicker initial application completion?

Ultimately, user experience and convenience matter to potential applicants. Unless your HR team is already drowning in applications, your best tactic is to lower the initial barrier to entry and up the appeal of your employer brand.

Retention + Recruitment Strategies

According to LinkedIn Talent Solutions, the #1 way job seekers discover a new listing is through a referral, and employee referrals are the top source of quality new hires.

Recruiting and retention go hand-in-hand: Satisfied current employees are often the greatest source of new, reliable talent. But in order to get those great referrals from current employees, you first have to retain your current employee base.

The best strategies for employee retention come down to employee happiness and your risk/reward proposition—namely, what do employees like about working for you over other employers? What “rewards” of employment at your company do your employees feel are too valuable to risk losing if they were to accept a position with another employer?

Many of these elements will reveal themselves to you as you investigate and develop your employer brand. You’ll see your competitive advantages spelled out in positive employee reviews—think outstanding benefits package, positive and supportive culture, unlimited PTO, etc. Building upon and expanding these advantages internally will bolster your employee retention rate, and showcasing them via your careers page, job postings, and social media will boost your employer brand externally.

Now that you’ve retained stellar employees over time, it’s important to consider your employee referral strategy.

The first step, as in your overall recruitment strategy, is awareness: Do you have an employee referral incentive program? Do your current employees know about your referral program? Employees can’t make strong referrals if they don’t know you’re seeking them!

However, successful employee referrals are a one-two punch, requiring awareness and action on both the part of the current employee and the prospect. Once a referred prospect is in the application stage, is there a space on your application where they can identify the employee who referred them? Do you include a second touch-point during the interview process to ensure both the referring employee and the new hire are recognized?

Speaking of recognition, incentives are the critical second component of a strong employee referral strategy. Employees are more likely to engage with the referral process if they are motivated to do so via monetary incentives or other recognition. The most compelling referral programs offer a bonus to both the referring employee and the applicant who was referred. You may even survey your current employees to learn what types of referral incentives they’d be most interested in, ensuring that your subsequent offerings are more likely to spur them to action.

The Bottom Line: A Strong Employer Branding Strategy Is the Key to Success

Your employer branding is a hugely influential factor in your recruiting success, and it is shaped by the experience and satisfaction of your current employees. Building upon your strengths as an employer to increase employee happiness—and therefore retention—can have a positive ripple effect on your reputation as an employer, the number of completed applications you receive, and the quantity and quality of employee referrals.

To hold onto the attention of prospective employees once you’ve captured it, it’s important to ensure the applicant journey is as simple and seamless as possible. Embarking on the applicant journey yourself is a great place to start: You’ll quickly identify roadblocks and gain firsthand knowledge of your applicants’ experience that will direct your strategy moving forward.

Finding the Right Employer Branding Consultant

Partnering with the right employer branding consultant is the key to making the most of your recruiting and retention efforts. With the right collaborator by your side, not only can you fine-tune your recruitment strategy, but you can also effectively showcase your brand to attract top-tier talent.

At Dayta, we go the extra mile to delve into the core elements that make your organization an exceptional workplace. Our dedicated team will market your unique selling points to grow your applicant pool with qualified candidates. Contact us today for a free assessment! Happy headhunting!

The Need for Speed: How To Motivate Clients Through the Customer Journey Stages

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 29 Sep 2022 19:17:12 GMT

As marketers, we spend a lot of time ideating on customer journey management, or in our case, the Dayta Loop. Knowing how people choose your business—and acting strategically to make that choice as easy as possible—is critical to your success.

Like any journey, a customer decision journey has two main elements: location and timing. As we map the customer journeys, we tend to focus much of our attention on location, i.e. the customer journey stages and what happens for the customer as they reach them. But timing is equally as important—and in comparison to location, often harder to define in terms of best practices.

Long sales processes are often a necessity of in-depth discovery and requirements documentation, but just as often, they’re the result of a lack of urgency on the prospect’s end. We’ve all seen it happen: A prospect de-prioritizes the deal, and momentum grinds to a halt. You find yourself waiting on Schrödinger’s deal—is it dead or alive?—until the prospect re-emerges. You circle back to the plan, revamp things, and by the time the client signs on the dotted line, they’re wondering what took you so long to get around to fulfillment!

Now your ROI is delayed. The laggy, will-they-won’t-they pace of these kinds of deals makes it hard for operations to predict when deals will land—not to mention the toll this pace takes on your rate of new deal generation. For everyone involved, a more expedient time to close means a better experience and better financials.

Buyer Journey Stages: How Do We Speed Things Along?

Remember: If you’re selling something to someone, you’re asking them to change something in their life or their organization.

By nature, most humans would prefer not to change—we’re comfortable with what we know, and the introduction of something new disrupts our routine and requires effort. You need to understand the customer’s why, i.e. their motivation, to understand how you can increase its urgency and drive a deal forward.

Are they making a preventative choice to avoid a potential future issue?

Are they hoping their investment results in outsized ROI, or opting for a long-term sure bet?

Are they rewarding their employees with a splurge purchase as a thank-you for past performance?

Are they avoiding pain or chasing joy?

When you’re motivating someone to make a change in the customer buying journey, you have two options:

Paint a picture of how good life will be after the change

Spell out how life will be significantly worse if they don’t make the change.

Marketers and salespeople shy away from the latter approach, but in the right situation, the threat of the stick is more motivating than the promise of the carrot.

The other half of the customer journey equation, location, can also help you determine the best tactic for moving a deal along. Which stage of the customer journey is your prospect currently in, and how might that affect the strength of their motivation to close? A prospect who is early in their journey may have a much different relationship to the problem you’re trying to solve than a prospect who has made their buying decision but not yet acted on it.

Once you’ve identified the motivational needs at each stage of the buyer journey map , you can start to build those tools into your sales and marketing. Your awareness of these needs will drive your ad messaging, how you build your presentation decks, and how you go for the close. Customers will feel heard, close faster and with greater confidence, and you’ll enjoy increased efficiency across your resources.

Related Webinar

Getting Deals Across the Finish Line Faster

Brian Myres and Seth Johnson of Dayta run through five big ideas on how sales and marketing can work together to help you close more deals and close them faster.

Partner With Dayta To Define Efficient Buyer Journey Stages

Defining and optimizing buyer journey stages can be a daunting task for any organization grappling with an inefficient sales process. Partnering with a trusted marketing agency to inspire a fresh perspective on stale sales methods is the key to implementing an effective and efficient buyer journey. When you partner with Dayta , you’ll unlock access to a dedicated team of experts ready to fine-tune your customer journey so you can get back to what you do best: nurturing clients and fueling business growth.

Solving Supply Chain Optimization With Marketing

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 27 Jul 2022 15:13:23 GMT

The disruption of supply chain and logistics has emerged as one of the most impactful business challenges for manufacturers.

During COVID an overwhelming majority of manufacturers experienced a surge in demand, and many made significant changes to their supply chains. According to Forbes , when asked about the methods they’re using to circumvent supply chain disruption, 71% of surveyed manufacturers are redesigning their supply chains with technology, 58% are increasing their supplier base, 55% are demanding more transparency from their suppliers, and 45% are re-shoring or near-shoring. We’ve taken these hard lessons learned and turned them into valuable insights that can be applied to future market fluctuations or economic downturns.

Being proactive with operational and supply chain optimization is necessary to survive inevitable downturns. As market volatility fluctuates, manufacturers may eventually have to make tough decisions about where to focus their resources to mitigate risk and provide the best ROI. Our motto? It’s best to be proactive rather than reactive. Prioritizing a supply chain strategy that conserves energy is especially crucial for smaller manufacturers who do not benefit from the same sizeable supply chain functions and crisis-tested processes as a larger company.

When resources are spread thin, marketing efforts are often the first to get the ax—but by making data-backed decisions on what market segments to focus on and which differentiators to highlight, manufacturers can actually leverage their marketing to help navigate their supply chain issues.

The key is not redirecting your marketing spend to other pain points, but optimizing your marketing to provide the best possible ROI.

Determining Your Highest-ROI Customers

Start by evaluating and ranking your customers. While it’s good practice to treat every client equally from a customer service standpoint, when it comes to ROI, not all clients are of equal value to your business. Zeroing in on the clients who offer the best ROI will keep you from suffering from a lack of focus. After all, if you try to serve everyone under the sun, you’ll unavoidably waste time and energy on low-ROI or bad-fit clients and spend too little time on your high-ROI, good-fit clients.

When determining which segments of your audience to focus on, ask yourself these questions:

Which customer segments show the most lifetime value?
Which customer segments are critical to sustaining your business?
Which customer segments are critical to growing your business?

Once you’ve identified these critical segments, look at where they overlap . What do those customers need? Those needs are going to provide you with the highest ROI—but which of those needs can you realistically fulfill at this time? Remember that the needs you can fulfill now may not be your primary product line, and may not offer a long-term solution.

It’s at this point you’ll want to determine the labor or other resources needed to fulfill this customer segment’s needs—like specialized talent, additional sales representatives, and updated marketing messaging and campaigns—and source them. By focusing on satisfying this market segment’s needs, you’re making a worthwhile investment in the highest-ROI clients.

Identify Your Strongest Differentiators

Now it’s time to evaluate your competitive differentiation with regard to your highest-ROI customers and relevant offerings. Do you need to strengthen areas of differentiation? In most circumstances, cost is not an effective area of differentiation, so you’ll need to look elsewhere to find your strongest elements.

Process is a valuable differentiator, particularly if your process is especially sensitive to the customer’s experience. Taking the time and resources to define your process visually on your website and in other marketing materials can help set customer expectations and increase their trust and confidence in your capabilities. Now is not the time to be precious about protecting the proprietary je ne sais quoi that makes your process unique—be upfront about your process and what it entails so customers understand what to expect.

As humans and as customers, we want to feel heard, so highlighting your process’s collaborative approach can be an effective positioning. You’ll want your marketing materials to visually communicate how your process reinforces that collaborative approach through discovery and ideation, being sure to center the customer experience throughout. If you offer custom manufacturing, show how your process starts with the client’s problem rather than selling them a predetermined solution.

A reputation for being easy to work with can also be a valuable differentiator. Perhaps your process gives your team an advantage over competitors in terms of efficiency, timeliness, or customer communication. Or, looking at your customer satisfaction performance metrics, you may find that you have an especially prompt response time, guaranteed call answers by an expert, or uniformly outstanding responses across different communication channels.

Any of these stand-out qualities could be expanded into differentiators highlighted throughout your site, social media profiles, and other marketing materials. By positioning your strongest differentiators front and center, you’re making it easy for prospects to choose you with confidence.

Align Your Business & Your Priorities

Once you’ve determined your prioritized customer segments and offerings and layered on your competitive differentiators, it’s time to make the necessary changes and communicate with your team to align your organization around these priorities.

Start by getting your sales and operations teams up to date, ensuring they’re on the same page and empowered to make decisions that support these new priorities. In your discussion with these teams, you’ll want to cover three core concepts:

Process. Review your process and its strongest qualities. Talk about best practices regarding when and how to walk customers through your process.
Timelines. Particularly during times of supply chain disruption, it’s crucial to set accurate timeline expectations early. Does your sales team provide clients with transparent, realistic timelines for production?
Capabilities. Give your sales team a refresher on your capabilities, ensuring they understand any limitations. Review any factors that increase complexity in both the short- and long-term.

As you continue working to synchronize your organization, consider how your marketing and sales teams will support the new prioritization. Your differentiators will need to be integrated into your sales and marketing materials, but the messaging must go deeper than simply stating your offerings and your strengths. Refer back to your highest-ROI customer segment and your strongest differentiators. Your messaging will need to both resonate with your prioritized customer segment and focus on the advantages and benefits your differentiators give the customer—not just what the differentiators are.

Once your messaging is updated, it needs to get in front of your customers and prospective customers. Consider how best to bring awareness to your existing customers about your ability to fulfill their needs: Is it a relationship play through your sales or customer service teams? Is it marketing-driven, or supported via email or other channels?

Of course, you’re not only trying to reach your existing customers. You’ll also need to brainstorm ways of reaching new customers, particularly the ones in your prioritized customer segment. This may look like a referral play for your sales team to execute with your current partners and customers, or it may be an outbound sales play in which your team generates a list (using Zoominfo , SalesIntel , or another source) and then breaks it into territories for sales. If your sales play will need to adapt or evolve to more effectively meet the market, now is the time to make those changes with your team.

Finally, determine how you will measure the success of your efforts and iterate. You’ll likely need to define some metrics or KPIs around this initiative to help you gauge success. Be realistic about the length of time necessary to accurately measure success, too—unrealistic expectations about overnight success could lead to abandoning an effort before it had the chance to pick up steam.

One of the most critical components of successfully aligning your organization with your newly defined priorities is communication with your team. Without clear communication to the organization at large around your plans—and their support of this new direction—your efforts will be less impactful than you’d hoped. Communicate early and often with your team to ensure they’re clear on the path forward and the reasoning behind the decisions. Framing the changes as an effort to defend your business and strengthen your position in the market will help to build support and excitement around your efforts.

Determining What to De-Prioritize

As a final note on priorities, it’s important to touch on the other side of the coin: de-prioritization. By definition, not everything can be a priority—if everything is prioritized, then nothing is. After you’ve determined your areas of priority as outlined above, consider what you will de-prioritize while these elements take precedence. Your organization and efforts will lose focus—and therefore efficiency and efficacy—if things are only ever moved up in importance, so take a good, hard look at what can be pushed to the back burner until the tumult has subsided and plan accordingly.

Finding the Right Marketing Partner

While the climate of manufacturing supply chain issues will always fluctuate, your response to them will have a lasting impact on your manufacturing business. Finding a marketing partner that understands the unique needs of manufacturers is the first step in preparing your business for whatever the market throws your way. By enlisting the expertise of a trusted agency partner to prioritize your highest-ROI customer segment and highlight your strongest differentiators, you can set realistic expectations for new and existing clients, grow your business, and be prepared for turbulent times.

DAYTA "Bites"

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 18 Nov 2021 16:25:29 GMT

Gather 'round the table. We have a lot to be thankful for this year!

As we head into the holiday season, we hope you are planning to enjoy plenty of fun, relaxation and delicious food. To share some of the joy of this season we gathered together some of the DAYTA team’s favorite recipes. THANK YOU and enjoy!

Kick off the evening right with a special winter cocktail: Winter Sangria with Citrus & Pomegranate
Dig into the main event: Perfect Roast Turkey and Baked Macaroni and Cheese
For something smaller, try these little cuties: Apple Hand Pies and Mini Pumpkin Hand Pies
And speaking of dessert: Ginger Molasses Cookies and Raspberry Pretzel Salad
Don't forget the leftovers! Chicken Spaghetti and Leftover Thanksgiving Sliders
And finally, an old family favorite from our team member, Jessi: Pumpkin Cream Layer Pie

Happy Holidays from everyone at DAYTA!

Web Design Tips for Orthopedic Surgeons

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 29 Sep 2021 20:48:02 GMT

You know the orthopedic surgeons at your clinic are awesome — but does your clinic’s website communicate that to your current and potential patients?

Great web design is critical in helping your practice reach prospective clients and turn them into clients for life. Your website should be an easy-to-navigate hub of information for prospective patients and current patients alike and reinforce their confidence in your providers and services.

Of course, as an orthopedic surgeon, it’s unlikely that your busy days at the practice include sharpening your web design skills. That’s where we come in! This blog will guide you through the web design process, from your initial thoughts all the way to the final design. Whether you’re creating a website from scratch for your orthopedic practice or considering a redesign of your existing orthopedics site, you’re bound to find something helpful among our tips.

To help get you started on your web design journey, here’s a list of the top 5 web design tips for orthopedic surgeons:

Audit Your Existing Site
Consider Your Audience’s POV
Determine Your Web Design Goals
Don’t Be Afraid to Delegate
Use Best Practices for Web Design

By familiarizing yourself and your team with these web design tips for orthopedic surgeons and their practices, you’ll be better prepared to start the web design process and achieve success with your final site design.

Tip 1: Audit Your Existing Site

If you or your clinic have an existing website, start by evaluating what you do and do not like about that site as the business owner. Ask yourself:

What design elements of your current site do you like? What would you replace or change?
What do you find successful about your current site? What do you find less successful or outright unsuccessful?
Why is your target audience visiting your website?
When your target audience visits your site, what are they trying to learn or achieve?
Are there technical issues on your current site, like broken links or non-existent pages?
Is there information missing that ought to be included in future iterations of your site?

Considering your answers to these questions will help you develop a good baseline for future website design and development. You may also examine your website’s analytics to determine what type of content is the most and least popular among your audience.

Tip 2: Consider Your Audience’s POV

Speaking of your audience, a good general rule of thumb is to look at your website through the eyes of your target audience. After viewing each page of your website, ask: Did I as a prospective client or patient find the information I was looking for? Do I know what to do next? Can I quickly get find information I need? Was I able to scan the page and find what I needed?

If you answered “No” to any of these questions, your website is likely not optimized to meet the needs of your target audience. By looking at each element of your site from your audience’s point of view, you can better understand the changes that will need to be made as you move into the web design process.

Tip 3: Determine Your Web Design Goals

What is your new website or website redesign intended to accomplish? Maybe you are focusing on updating your site branding to be better aligned with your practice’s mission and goals. Or, you might be keeping your branding the same or mostly the same, and focusing instead on improving the user experience on your site. Perhaps you want to expand the content on your site to better serve your prospective and current clients, or to boost your site’s SEO rankings.

Whatever your web design goals for your orthopedic surgery practice, it’s important to define them clearly before starting to design your site. Your goals will inform the size and scope of the design project and guide the choices you make therein.

Tip 4: Don’t Be Afraid to Delegate

Now that you’ve invested time into thinking intentionally and purposefully about your site and your target audience’s experience, it’s time to think about the website design process. Consider:

Are you going to design and build your site internally, or do you want someone else to design and build it for you?
How much can your internal team handle? Can you do all, some, or no portion of the work internally?
How much assistance do you need from an agency or website developer?
Are there certain features you need on your website? Will those programs require additional or special software, programs, or permissions?

It’s important to be honest with yourself and your team about your web design capabilities. If you and your team do not have much web design and development experience, it is best to partner with an agency or website developer who can assist you with everything from strategy and development, hosting, website CMS and copywriting to launching your site and long-term maintenance.

Tip 5: Use Best Practices for Web Design

Again, to make your website look and feel as professional and trustworthy as possible to prospective clients, it is generally best to hire an agency or developer who will be able to apply the best practices of web design to your site. Very broadly, these best practices include easy-to-read headlines, sub-headlines, and organized sections with content hierarchy.

For orthopedic surgery practices and clinics, it’s especially important to make it easy for visitors to quickly access self-service areas of your site, like “Schedule An Appointment,” “Complete Patient Forms,” or “Pay Your Bill.” Clear headlines and easy-to-read drop-down buttons on both desktop and mobile can help boost these CTAs to your audience.

It’s also advised for orthopedic practices to prominently display the credibility of their providers on their site. A clearly visible “Our Providers” or “Meet Our Team” button on your homepage should take visitors to an easy-to-navigate page featuring profiles of each of your providers. These profiles should include credibility-building aspects like their education and degrees, certifications, publications, years of experience, areas of specialization, etc.

Here’s a few quick and easy “do’s and don’ts” for your orthopedic surgery website design:

Finally, remember that your website can and should continue to be a resource for patients following their visit or procedure — and it can also be a tool to build your practice’s online presence and reputation.

It may be wise for your orthopedic clinic’s website to include materials and resources for patients after surgery. These might include aftercare best practices, a scheduling tool specifically for post-surgical follow-up appointments, and/or guidelines for identifying concerning post-op symptoms that may indicate infection or an immediate need for medical attention.

On this or a separate page, you should also encourage patients to leave a positive review for the clinic and their providers on relevant platforms, like Google Reviews, Facebook, and industry-specific sites for medical professional reviews. You may include direct links to these sites, or embed a submit form.

Final Words on the Top Web Design Tips For Orthopedic Surgeons

Ultimately, a successful website design or redesign comes down to a clear understanding of your goals for your new site and your design preferences. Even a basic, initial grasp of these concepts as you approach the web design process will better position you to create a site that meets your needs as an orthopedic surgeon.

At DAYTA Marketing , we’re experts in understanding our clients’ wants and needs for their website design. If you’re interested in learning more about how an agency like DAYTA could help your orthopedic surgery practice, visit us online today!

Initiating Innovation: 4 ways to encourage out-of-the-box thinking

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 23 Sep 2021 15:41:28 GMT

Innovation. Why bother? If your business is family-owned and operated or has a longstanding legacy in your industry and community, you may question the wisdom of investing time and money into innovation. But rest assured: Even the most steadfast, unchanging brand can benefit from innovation, whether in its products, services, internal processes or external branding.

Don’t believe us? Before we dive into our best tips on creating a company culture that lends itself to innovation, let’s tackle why you should want to innovate in the first place.

Better Employees

Employees that are encouraged to innovate, approach problems with creativity, like their jobs more, perform better and experience less work-related stress. According to a 2006 study by the Gallup Management Journal , 59% of the most engaged employees at companies surveyed strongly agreed that their jobs stoke their creative fires.

If your company is in a growth phase or focusing on laying a foundation for future growth, a creative mindset can be invaluable. Inspired employees fuel the forward motion of their companies, and it’s difficult to expand quickly if you don’t have the flexibility that comes with a culture of creativity and innovation.

Better Ideas

Legend has it that many of the most groundbreaking products to come from “Post-it Note” company 3M were created during employees’ “15% time,” a philosophy enacted by former president and chairman William McKnight. McKnight encouraged employees to spend 15 percent of their paid work time daydreaming or experimenting with ideas that weren’t necessarily relevant to their work at the company.

By giving employees the permission and resources to think outside of their assigned role and daily duties, McKnight tapped into his employees’ latent creative energy, resulting in innovative products and new perspectives on old challenges.

Better Burnout Bounceback

Creativity fosters wellbeing, and in return, wellbeing fosters creativity. But if your team is overloaded with work and wrestling with burnout, this cycle of “flow” — that illusive, seemingly-divine state of inspiration and productivity in perfect balance — is interrupted.

Employees need self-care time built into the schedules, so it’s critical to keep an eye on their workloads, encourage them to take their PTO and unplug during non-work hours and weekends. Lunch breaks, gym breaks, therapy appointments and getting some fresh air should all be celebrated ways to break up the work day.

When people have the opportunity to rest their minds and move their bodies, they fill their personal “well” of mental and creative energy so that, when they return, their work is better and more inspired. Creating a culture that values innovation will pay dividends in happier employees who stay with the company longer and produce higher value work. It will also put you ahead of the competition that is stagnant with their products and services.

4 ways to inspire innovation

1) Set the stage for innovation

Employees aren’t mind-readers: If they don’t know that your company is open to their innovative ideas, they won’t bring them to the table. Employees need to know, in no uncertain terms, that your company cares about being innovative. At DAYTA, innovation is one of our company values, and we make a point to call it out when we witness our teammates living out that value. We also prioritize sharing project strategies and challenges with everyone on the team, because more brains working on a problem = more creative solutions.

To help your employees feel supported in their innovation, consider building in time for employees to prioritize their creativity. This may look like scheduling a weekly or monthly calendar item for all employees to block off their time for independent brainstorming or creative work, or it may manifest through a company culture that is accepting of (and encouraging of!) employees taking an hour or two each day to do seemingly off-task work, as in McKnight’s 15% rule.

One DAYTA employee, Senior Project Manager Myles Bous, schedules a weekly calendar event for himself called “8 Ideas Before 8 AM.” During this time, Myles sits down with a list of his clients and dedicates his energy to thinking of new, innovative strategies to help solve their problems and boost their business. He’s especially partial to an exercise in which he starts with the biggest, splashiest idea he can think of, then dials it back or reverse engineers it until he arrives at a more actionable — but still one-of-a-kind—solution. In one instance, this exercise resulted in Myles attempting to convince the team that the client needed a hot air balloon on their roof. We tabled that idea, but many others have resulted in successful campaigns and projects!

2) Create a diverse, judgment-free environment

The fear of being judged holds back employees from suggesting new ideas. It’s important for you as a leader to take a hard, honest look at the type of environment your words and actions create on the day-to-day. The manner in which you treat an employee with a less-successful or actionable idea is equally as critical as the way you treat an employee with winning ideas. After all, the Golden Rule is golden for a reason!

If it becomes clear to employees that most ideas, or ideas along a certain philosophy, get shot down, they’ll stop speaking up — and no company benefits from operating in an echo chamber. Expose your team to a variety of voices, including team members and innovators from different backgrounds, experiences and skill-sets, and encourage that same diversity of thought in your meetings and brainstorms. Offer positive feedback and gratitude to any employee who makes a suggestion, even if it’s not one you’ll put into action.

3) Celebrate the Failures

Every night at dinner, Spanx founder and CEO Sara Blakely’s father would ask her family to give an example of how they had failed that day. Growing up in a family that celebrated failure, Blakely learned early on that failing was merely a stop-off on the path to succeeding. Fostering a workplace culture where failure is considered a sign of progress creates a mental “safety net” for employees who are generating new ideas, helping them to feel less fearful of offering up solutions and softening the blow of inevitable set-backs or outright failures.

4) Introverts Welcome

Sometimes the quietest voices have the most attention-grabbing ideas. Make sure your innovation stream is inclusive of those employees who don’t love speaking up in a crowd. Offering less-direct methods of brainstorming, like Slack chat scrums or anonymous idea drop boxes, can help your resident introverts feel valued and heard.

One creative way to get lesser-heard voices into the mix is an exercise called Brainwriting. In a Brainwriting session, each employee jots down three ideas that relate to the given topic during a 4-6 minute quiet period. Once everyone has written down their ideas, each participant passes their paper to the person next to them, who is tasked with building off those ideas. The Brainwriting cycle repeats until each set of ideas makes it all the way around the room and back to their original creators. Afterward, the group discusses the ideas they saw and considers which could be successfully pursued. You might be surprised at how vocal the team introvert becomes once their ideas are out in the world!

As a brand owner, you have a responsibility to yourself, your employees and your clients to be the best version of the company they know and love — and that means innovating! At DAYTA, we like to say that we are never satisfied , a value that reflects this spirit of innovation. Our pods function as a full-service marketing team. Not only is it our job to stay up-to-date on the latest and greatest in marketing, but it is also our responsibility to our clients to think creatively about how to use those new tools to nurture their growth. We hope you’ll walk away from this blog with some tools of your own to help you start or continue your journey toward creative innovation.

PCI Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 16 Sep 2021 15:30:42 GMT

“It is our responsibility to defend and grow our clients’ brand,” and with PCI, we did just that.

Reputation Management

After years of struggling with a bad online reputation, PCI has quickly impressed the Dayta team with their comeback. In a short period of time, they were able to increase their Google ranking from a 2.4 to a 4.2 – and we aren’t stopping there!

Because we have such a great partnership with the team, we knew that what we were seeing online wasn’t an accurate representation of their business. Over a three month period, we began consulting with the client on their internal process to ask for reviews only to find out that they didn’t necessarily have one.

PCI hired Dayta to enhance their hiring efforts. We reminded them that the majority of job seekers look at their online platforms before applying. This comment really sparked the conversation for them on the importance of online reputation.

The team at PCI agreed that what was shown online wasn’t the PCI that they know and appreciate. Ultimately, they changed their internal process to make more of an effort to ask for reviews from their customers. Their customer service team is now asking for consent to send customers a link to write a review.

The changes they made paid off immensely! By simply asking their customers if they would be willing to share their experience, they received 184 reviews in March & April alone with an average rating of 4.73.

We have been actively responding to the influx of reviews. Although the majority of their reviews are 4 or 5 stars. They do see the occasional negative review which we flag them on as soon as we see it.

They specifically had a bad 1-star review that came through. Because we flagged them on it right away, their Director of Customer Service reached out to them directly and the customer updated their review from 1 to 4 stars.

To keep the momentum going, we’ll soon be starting an employee drip campaign. This campaign will go to all current employees in hopes to create appeal for job seekers.

Adara Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 16 Sep 2021 15:24:16 GMT

In the 3 months following the process change, Adara had 364 applications through the website. In the prior 3 months they had fewer than 10.

Marketing Waste

Dayta helped Adara create and implement a significantly more efficient process to get candidates through first contact, requiring fewer candidates at the top of the funnel to produce results.

Lack of Expertise

Prior to partnering with Dayta, the Adara CEO, CIO and HR Director constituted the entirety of the marketing team. Dayta took the pressure off of leadership to research, strategize, and execute.

Strategic Gaps

Dayta developed a strategy to seek out passive job-seekers in a competitive home health care job market and provide these candidates with a low-barrier entry point.

St. Cloud Airport Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 16 Sep 2021 15:18:47 GMT

34% of flights booked over a 6 month period were attributable directly to Dayta's digital campaigns.

Marketing Waste

St. Cloud Airport did not have an integrated, multi-channel marketing strategy that incorporated digital advertising or attribution. They had no ability to determine where their success came from, or why it happened, prior to working with Dayta.

Lack of Expertise

Dayta's team works with the airport director and secretary to form their marketing team, in tandem with Allegiant Air and other stakeholders. Through collaboration and closed-loop reporting, the strategic plan has been optimized based on performance over time.

Strategic Gaps

The airport did not have a defined brand, marketing strategy, or marketing objectives to work from. As a basis for the digital campaign and creative work, Dayta worked with St. Cloud airport to develop their brand, messaging, and key value proposition.

Eich Motor Company Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 16 Sep 2021 15:11:01 GMT

Over the past two years, Dayta reduced cost per conversion by 84% and raised conversions on Google alone by more than 900%.

Marketing Waste

Eich was spending their budget on digital and traditional promotions but did not fully track the results of their spend. Through ongoing analysis and attribution Dayta was able to reduce advertising spend, re-allocate ineffective spend towards more impactful tactics, and replace a poorly performing SEO strategy with a comprehensive local search campaign.

Lack of Expertise

Dayta works directly with the vice president and general manager to develop and execute on a full-scale strategy encompassing three brands, allowing them to have a marketing team without having a fixed marketing expense.

Strategic Gaps

Car sales have had to evolve the in-person side in tandem with digital market innovations. Dayta helped unify sales and marketing efforts, and when COVID-19 closed down the dealership, they were able to fully pivot to a digital-first sales strategy.

Spectrum Aeromed Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 27 Aug 2021 21:17:45 GMT

Through ongoing optimization Dayta has achieved a 89% decrease in cost per click while increasing conversions.

Marketing Waste

Spectrum Aeromed’s marketing spend was distributed across digital, traditional, and event marketing efforts. Through attribution tracking on traditional media placement, call tracking, and analysis of PPC spend, Dayta has optimized spend year over year and refined ad placements and budgets.

Lack of Expertise

With a two-person internal marketing team and a global sales force, Spectrum Aeromed needed resources to help them execute efficiently. Dayta’s expertise and pod structure gives them the capabilities they need without the expense of hiring and training contractors or full-time staff.

Strategic Gaps

Unification of tracking efforts across tradeshow, print, digital sales, and website allows Dayta to recommend new tactics that augment Spectrum Aeromed’s sales cycle and help extend their sales force.

Is Your Website Built for Recruiting?

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 26 Aug 2021 15:03:27 GMT

One of the major challenges facing businesses in 2021 and beyond is recruiting great people.

Gone are the days when you could simply put up an ad and pull in top talent. Today you need to excel at the long-term practice of employer branding . A key co mponent of employer branding and online recruiting is your website. So before you place that ad, make sure your website is optimized for recruitment.

Perfect the Basics: A Mobile Friendly Website and Quick Apply Form

According to a recent Glassdoor survey , 55% of 35- to 44-year-olds applied for a job using a mobile device. If candidates are squinting to see your job posting on their smartphone, not only does it make applying difficult, but it also gives the impression that your company isn’t up-to-date.

Does your application page currently require applicants to create an account or sign in? If so, you could be losing 60% of your potential candidates . Complexity in application forms can cause applicants to drop off your site and move on to other opportunities. It also gives a bad introduction to your brand. You want candidates to feel welcomed and at-ease as they research and learn more about your company.

You’ll also want to include the opportunity for an applicant to submit a resume when there is no open position. This puts you in the driver’s seat by creating a pool of talent to review when a position does open up. Once someone submits a resume online they can be automatically entered into a drip-email campaign so they can continue to follow your company.

Attractive Job Descriptions

The next way you can give a welcoming impression is through the job description itself. Take a look at the length, style and tone. Your job description should be more than a list of requirements — it should highlight your employer brand to inspire the best candidates to apply for the job. This isn’t the time to get out your dictionary for six syllable words if that’s not the way your typical employee speaks. Speak to the candidate as you would a team member and avoid unfamiliar industry jargon. Use short sentences and address the candidate directly, i.e., “You are motivated and driven.”

Winning Career Pages

Your career page should feature both hard and soft benefits and give the candidate a clear picture of your company culture. There are a variety of ways to do this: employee videos, pictures of actual employees and events, quotes from team members, and sharing your company values. You can even use infographics or an employee profile to tell a company success story. Breaking up the text with photos and graphics will make your Career page inviting and more interesting to potential candidates.

The best way to backup your stated company values is by showing proof that you “walk the talk.” Display proof of your values by showing things like awards, survey results, statistics on your corporate community giving and employee retention rates.

Built for SEO

Now that we’ve talked about the art of attracting applicants, let’s bite into the science of being found in search engines. If you want your company job opening to appear in a Google search query there are a few key steps you’ll need to take in the creation of the listing. For the best SEO performance, think about what words you would use to search for this particular type of job. In addition to the job title, the words could be related to skills, certifications, or responsibilities. It is important to include these words or phrases in your job description to increase the keyword relevancy of your job, and ultimately the exposure of your job listing.

The Bottom Line

A great website, where candidates don’t need a private investigator's license to find your job openings, and can learn more about your unique values, is a very important factor in increasing your recruitment success. According to LinkedIn, a company with a stronger employer brand than its competitors on average see a 43% decrease in the cost per candidate they hire. Investing some time and resources into a better employer brand will pay off in the long run with a larger pool of high-quality candidates that will fit into your company culture.

St. Cloud ENT Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 17 Aug 2021 17:41:54 GMT

Creating a strong, cohesive brand with educational content

Challenge

No cohesive branding strategy or engaging social media presence existed prior to partnering with Dayta. The St. Cloud ENT team was bursting with high-level ENT and audiology knowledge—none of which had been collected and leveraged in defending their reputation as experts in their field.

Research

Working closely with their staff, Dayta compiled an extensive library filled with stats, facts, misconceptions, quotes and blog topics, which was then used to develop in-depth, laser-focused content strategies.

Audience

The audience was chosen based on geography, age, and family association.

Execution

Brand Refresh

The Dayta team spearheaded a cohesive brand refresh and the ground-up development of a St. Cloud ENT Facebook page, building the necessary framework their team could then use to distribute marketing and educational content to their audience.

Education

Educational messages were delivered on social channels and through review generation that positioned their staff as the experts in the area.

Videos

Dayta’s team worked with a video producer within the clinic to develop a “How It Works” series of educational videos. This strategy proved effective in driving viewer engagement, creating brand awareness and defending the St. Cloud ENT brand.

Results

Since building the brand’s Facebook page from the ground up, St. Cloud ENT’s content has reached nearly 290,000 people in just 8 months. Their “How It Works” videos gathered 27,489 views in the same timeframe.

Stats

Facebook & LinkedIn

4,119 Engagements
288,000 Views

YouTube

27,489 Video Views

Marketing can come with some overwhelming expectations of your time and budget. When I began to evaluate our options, I wasn’t looking for a marketing agency, rather a strategic partner to help our team corral our content and ideas. What I appreciated most about my initial meeting with Dayta was their honesty. They took the time to understand the needs of the Company and laid out a thoughtful and realistic plan that was in line with our budget. We knew it would take time and energy to reach our goals, and from launching our social media from the ground up to developing our brand, Dayta has led us through each phase of the growth loop. They have maintained the highest level of integrity and deliver on timelines and content. Working with Dayta has been one of the best decisions we have made!

Emily Jacobs

St. Cloud Ear Nose & Throat Clinic

C&L Distributing Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 17 Aug 2021 15:54:31 GMT

New website, consistent social media increase awareness

Challenge

C&L Distributing was ready to take their digital presence to the next level. The brand was interested in leveraging social media to promote products, announce exciting new beverage releases and generate brand awareness. But once social media audiences visited C & L’s existing website, they weren’t greeted by an optimized user experience.

Research

Dayta analyzed C&L’s target market to determine the best social media strategies for the 21+ audience in Central Minnesota. Through this analysis, it was determined that an inefficient mobile experience, inconsistent branding and a lack of visitor engagement opportunities were hindering the efficacy of the brand’s web presence.

Execution

Dayta first redesigned the C&L website to include stronger branding, mobile-friendly features, prominent calls to action, and highlighted opportunities to dive deeper into product and company information. High-quality product photos and select details on product lines added value to the user experience.

Dayta also created a content calendar for Facebook and Instagram that included a mix of photos, videos and copy designed to engage their target market through consistent posts. A robust content library of product and service features, event posts and launch materials was compiled, providing C&L with a deep well of creative for future social media use.

Results

Following the new site launch, the average session duration i ncreased by 75.52% and pages per session increased by 15%. Viewers are spending more time on the site and exploring beyond the first page.

Social media reach, specifically on Facebook, increased by over 6,000% . C&L’s page following increased by 37% YoY. Audience engagement also reached an all-time high, increasing by 4,843% for a total of 38,116 followers and a reach of over 1 million people.

Stats

Facebook & Instagram

38,116 engagements, 1 million views
Facebook following increased by 37% YoY
Two video posts viewed nearly 4,000 times

Website

Organic traffic increased 14%
Session duration increased from 42 seconds to 1 minute and 14 seconds
Bounce rate decreased 9.37%

The Rise of Audio

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 21 Jul 2021 16:53:00 GMT

Is it time for your business to start a podcast?

In 2020, 68 million Americans listened to a podcast every week, and that number is only growing. The rise of audio media over the last year 一 from podcasts to audio messages to live audio chat rooms 一 has been fast and furious.

Live Audio

The app Clubhouse launched in March 2020 and kicked off a surge in live audio social media. Clubhouse offers invitation-only rooms for people who share common interests. Speakers broadcast messages live to listeners who tune in and out of these rooms after receiving notifications on their phones.

Then came Twitter Spaces, which launched on iOS in December 2020 and on Android in March 2021. It features live audio chat rooms that are public for listeners. The host of the room can designate up to 11 people, including themself, to speak at a time.

Reddit also debuted a new feature this year that allows users to host live audio conversations in Reddit communities. Community moderators can start a “talk,” and anyone can join to listen 一 but the host must give permission for someone to speak.

Discord, a chatroom-style app geared toward gamers, had been allowing its players to talk while playing for years, supporting video calls, voice chat and text. They recently introduced “Stage Channels” that allow users to broadcast live conversations to a room of listeners.

Facebook Joins the Audio Frenzy

Recently, Facebook CEO Mark Zuckerberg revealed the company’s plan to enter the social audio space.
“We think that audio is also going to be a first-class medium,” Zuckerberg told journalist Casey Newton in a conversation broadcast on Discord. “Every once in a while, a new medium comes along that can be adopted into a lot of different areas,” Zuckerberg said. “I think that’s going to be true with these live audio rooms.”

Facebook will soon debut a Clubhouse competitor called Live Audio Rooms. It will offer live audio conversation in addition to audio creation tools that will enable you to create Soundbites. Zuckerberg described Soundbites as “snackable” audio content—think short jokes, anecdotes, and moments of inspiration that feed into an algorithm, like an audio-based TikTok. In order to capitalize on the popularity of podcasts produced by third-parties, Facebook will make it possible to listen to podcasts within the Facebook platform itself— both while using the app or when the app is backgrounded. Podcast creators will be able to reach and connect with new listeners, all directly within the Facebook app.

So, is it time to start a podcast or live audio show?

Maybe! There’s certainly no shortage of simple tools to help brands create and broadcast audio, not to mention innovative new ways to reach your audience.

But before you rack up the company credit card bill buying shiny new recording equipment, ask yourself three questions:

Can I offer content that will be valuable to my target audience?
Do I have an “entertainer” personality to host it?
Am I committed enough to produce a podcast consistently?

Like everything else in marketing, you can waste time, resources and money if you don’t start with “Why?” Evaluate how audio content may fit with your brand and whether the endeavor will bring you closer to current and future customers. If it makes sense for your brand, go for it! There’s never been a better time.

10 Things to Ask Potential Agencies Before Hiring

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 14 Jul 2021 15:23:00 GMT

Finding yourself at a marketing crossroads? You’re not alone.

Many growing brands are learning that an in-house marketing team can only meet some of the ever-evolving demands of the modern marketing world. Hiring a digital marketing agency to take on at least a portion of the work is a solution that makes financial and logistical sense — but how do you know which one to choose?

Perhaps you’ve already been on the receiving end of a few splashy song-and-dance numbers from agencies. You know what they’re promising, but how can you suss out who will actually deliver?

To help guide you through the decision making process, here are our top 10 questions to ask digital marketing agencies before you sign on the dotted line:

What is your client retention rate? Sure, they can hook ‘em — but how many of their clients like their results enough to stick around? If their client retention rate is low, that alone is enough to head for the nearest exit, as it typically means one of two things: Either their clients are routinely unsatisfied with their work, or they’re the type of agency that focuses on single projects or campaigns rather than the life and growth of your brand.
Can you walk me through work you did for a similar client and talk about the results produced for them? Pro tip: If the answer to this question only addresses impressions, run fast and far. Anyone can buy impressions. It is significantly more difficult to boost engagement, as it requires action on the part of your audience. If the agency’s engagement game is strong, that shows they know how to inspire a target audience — knowledge that simply can’t be bought.
What is your agency's strongest skill? In what areas are you less experienced ? Even when agencies do it all, there’s usually an area or two in which they feel most confident and experienced. Make sure their comfort zone is also your area of need.
Who will be working on my projects? It’s an all-too-common trap: An agency takes on your work, then ships the project overseas. Be sure you know the names and faces of the folks on your account, especially in the creative department. In-house teams can help ensure high-quality creative, faster turnaround times and smoother communication.
Who will be my primary contact? Who can I get in touch with to address questions, concerns or requests day-to-day? Don’t find yourself one sick day away from a snafu: Ask who on their team will cover for your primary contact and what their practices are for keeping everyone in the loop.
What technology will I have access to? Do I have a choice in technology partners? A great agency will provide access to multiple technology tools that you would otherwise be unable to afford. Not-so-great agencies? They’ll attempt to force you into a platform — and a contract — that may not be right for your needs, usually because of an exclusive partnership on their end.
What are your average rates? Your budget is the boss, and a lack of transparency when it comes to rates and fees is a big ol’ red flag. And speaking of budgets, time is money, so don’t waste either — ask up front what their average price range is and proceed accordingly.
Who is your ideal client? It goes without saying that, in a perfect world, you would be their ideal client. But if you get the sense that the agency is simply telling you what you want to hear, press them for details: Which industries are your favorite to work with and why? Is there a certain size of company you target? Remember: If your brand is a minnow and the agency in question prefers whales, chances are you won’t receive the time and attention you deserve in that partnership. Look for agencies that thrive when working with similar companies to yours, and ask why they feel best suited to that type of work.
What is your company culture like? To paraphrase Elle Woods of Legally Blonde fame: Happy people just don’t leave their workplace! (And they do better work, too.) You want creatively-fulfilled team members on your account, and you want to rest easy in the knowledge that your marketing agency functions like a well-oiled machine. Check out their social media pages to get a sense of what their culture is like and how the agency markets themselves. Trust us: It can be eye-opening.
What consulting services do you offer? When an outside agency takes the time to understand your business from the ground-up and evaluate where you can improve, the process and results can be utterly transformative. If the agency in question only takes orders and delivers ads, you won’t be getting your money’s worth out of the partnership. The best agency is one that cares about your entire business — not just a single project — and can help defend and grow your brand in ways you hadn’t previously imagined.

The Unique Challenges of Marketing Family-Owned Businesses

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 29 Jun 2021 14:50:00 GMT

Family-owned businesses face unique marketing challenges and opportunities.

A few years ago, we began to notice that DAYTA was attracting a lot of family-owned businesses as new clients. Most initial meetings went something like this: A younger-generation family member would bring their parents to the table, meeting with us in the hopes of infusing the company with modern marketing tactics.

It turns out that DAYTA is especially well-suited to working with these family-owned businesses, because their unique challenges also bring valuable opportunities for growth on both sides of the table — opportunities about which the DAYTA team, by our nature, are truly passionate.

Here are a few of the challenges that face family-owned businesses when it comes to marketing success, and the ways in which they open up pathways to new, exciting areas of growth:

Work/life boundaries? We don’t know her.

It’s a little difficult to fire someone that comes to Easter dinner. As a result, successful family-owned businesses communicate more (and often better) than your average business in order to avoid uncomfortable friction. They place importance on preserving relationships, and subsequently treat employees and customers like family—because some of them are!

As you undoubtedly understand as a consumer, customers like being treated warmly and with respect by the brands and businesses they patronize. Family-owned businesses who market themselves as such don’t have to work as hard as big brands to get their neighborly approach to customer service across. As marketing experts, our job is to educate business owners on their built-in value, like their family legacy or reputation, and help them make the most of their competitive advantages.

In DAYTA’s experience, family-owned businesses are also more likely to embrace a fun, exuberant marketing strategy that balances their professional goals with the realities of working alongside family. For these business owners, their work is their life and vice versa. To keep things in balance, their day-to-day needs to be as fun and engaging as possible while maintaining their high standards of professionalism.

Take DAYTA client Tom Kraemer Inc., a storage container and dumpster company, for example: They have sponsored both the X-Games and Tough Mudder, extreme sports competitions. We had a blast getting a front-row view to hardcore competitors overcoming obstacles—but it was also a clever way to showcase TKI’s iconic blue dumpsters on social media and build brand recognition with a different audience.

It’s all in the name—your name.

The public relations stakes are higher when your name is also the company name. Horror stories abound, from CEOs gone wild to PR nightmares and beyond. It’s important to remember, however, that as a steward for your business, you can control one very important element: Your behavior. According to Family Business Magazine, 60% of consumers say they prefer to buy from family businesses because they know there is an actual person behind the brand. And if they know that person is friendly, down-to-earth and responsible for positive change in their community? Even better.
The single most effective way to guard against bad publicity is to cultivate good publicity—a lot of it. It’s important that you throw your voice, and perhaps your dollar, behind causes that genuinely matter to you.

Put in face time at community events and city council meetings, sponsor youth sports, start a scholarship—whatever you do, do it with graciousness and choose causes that are important to you personally. Share relevant events or posts on your social media, and start painting a fuller portrait of yourself in the minds of potential customers. Remember, good news (and good deeds) travel fast.

When you can’t see the forest for the trees

The world is constantly changing, so in order to keep up with the times, your marketing tactics must also evolve. In family-owned businesses, we often see a battle of the generations regarding the path forward. Imagine: Junior is fluent in social media and wants to push the company toward the future (even if some of the methods he’s excited about are untested and pricey,) while Senior doesn’t see the need to veer from print ads in newspapers and radio ads. Sure, business has been on the decline in the past ten years or so, but this business has been through a lot in its generations of operation—if it ain’t broke, why fix it?

Both of these business leaders have valuable contributions to make to the marketing conversation. Junior’s excitement about and openness toward new strategies is vital to adapting with the times, while Senior’s experience with their business’s core customer base and understanding of the company history is vital to building a strategy that rings true to both the business and its longtime clients.

But when leadership of any generation or point of view digs their heels in too deeply to make any progress, the issue at hand reveals itself: They’re too close to be objective. When your business is your life, your livelihood and your most prized accomplishment, it’s easy to hold too fiercely to your own POV. As marketers, our role is to clear away distractions and unproductive threads of conversation, focusing instead on guiding the brand toward the perfect balance between new and old, future and legacy.

Meet the DAYTA family

As with all things in life, marketing a family-owned business is a tightrope act. Expectations and messages come at you from all sides: Be passionate about your business, but don’t blind yourself to new ways of doing things. Stay open to new ideas, but stay true to the brand you’ve built over generations. Blend the personal and professional, but don’t blur the line!

It’s a lot to take on for any business—or any family!—but at DAYTA, we love a good challenge. We’re passionate about being the net below the tightrope for our clients, offering them the tested-and-true methods and exciting results that allow them to move into the future without fear or trepidation. If you’re interested in what we could offer your family business, take the first step: Contact us today for more information .

After the Sale: The importance of the evaluation stage for your customers

erin@daytamarketing.com (erin@daytamarketing.com ) — Mon, 19 Apr 2021 14:38:00 GMT

If you’re still using a traditional funnel methodology to plan out your marketing, you’re missing out on the importance of solidifying a positive long-term relationship with new customers.

In the old methodology, once people make a decision they fall out of the funnel and our marketing stops focusing on them – disregarding the fact that your current customers are often your best source of new customers. When understanding a customer’s journey, we pay as much attention to the evaluation phase as we do to attracting them in the first place. We’ve found that if you cultivate a strong first 100 days, you can see outsized returns when it comes to customers becoming advocates down the road.

The evaluation stage starts with the brand at a disadvantage in some ways. When people make a change, they suffer a loss: the opportunity cost of their decision. Prior to making their decision, they had many choices. Now that they’ve settled on one, all those other opportunities are a loss. Your brand now has to measure up to their expectations, and you need to be better than the alternatives they just left behind.

Think of the last big purchase decision you made. When you finally got it home, you evaluated it even more intensely than you did when it was on the show floor. You notice every flaw and discrepancy between what sales promised and what you received.

In this stage, there are three crucial things to keep prioritized:

Am I living up to the expectations I set? Did I set realistic expectations?
Once people make the change, am I supporting them through the highs and lows that inevitably follow?
How am I making sure I know what’s actually happening in this stage?

Expectations

We set expectations in the earlier stages of a relationship through marketing, sales, and our existing reputation.

If it comes to a choice between presenting as authentic or polished, choose authentic. Avoid stock models and generic sayings. Avoid painting a rose-colored picture. If there are things that are difficult in your product or service, be up front about it, along with your method of overcoming these difficulties. Be a trusted guide, not just another salesperson. Highlight the things that are unique about your business, instead of competing at standards that everyone expects, like “Customer Service”.

Connection

The way to win at the evaluation stage and get an advocate for life is to prove that you truly care. And that’s not done by simply doing what you said you’d do – giving them a great product or service. Those are table stakes.

A connection can be made through small details, like remembering preferences from when you or someone on your team talked to them initially. Perhaps you ask about their child by name, or connect with them over their alma mater or a shared love of craft beers. Personalization matters to people. If you think about times in your life where you felt someone really went above and beyond, either as an employer or as a business, it’s likely because you felt they really saw and cared about you as a person.

It’s critical that every member of your team - not just leadership and managers - understands the importance of evaluation. Educating the team on that importance is where marketing can really make a difference. Build it into your communication tools and encourage your team to contribute to the processes that support evaluation and advocacy.

Measurement

People make their choice and slide into evaluation naturally; it’s up to you whether it is managed or unmanaged. But to manage it, we have to measure it.

There are hundreds of tools out there for surveying sentiment from customers. You’re probably already using some. The most critical thing is that these measurements are consistent, that they hit the key points - expectations met, connections made - and that you’re using them to improve your processes over time. Surveys that go nowhere are a waste of time.

This may sound like a lot of work, but it pays off. If you focus on nothing else in your marketing and simply nail evaluation and encouraging advocacy, you can win over others who spend all their money on billboards and neglect their current customers. You can do more with less.

In every organization, there is ROI to be found just by paying more attention to this stage and truly perfecting it.

Do your customers love you enough to wear your t-shirt?

erin@daytamarketing.com (erin@daytamarketing.com ) — Mon, 22 Mar 2021 18:25:00 GMT

We’re still learning all of the ways that 2020 changed our lives.

First, consumers dramatically increased integration of digital technology into all aspects of their lives. Second, along with that integration everything got more personal. Zoom calls with little kids and pets helped us embrace all that was behind the curtain. The result is that consumers are expecting more digital options and more personal relationships with the businesses they choose.

We’ve had several clients request a thorough vetting of the journey that their customers go through from prospect to repeat customer. One of the questions we often ask during this session is, “Do your customers love you enough to wear your t-shirt?” (Think about the favorite local cafe that you supported during the pandemic or the band you love… you would most likely wear their t-shirts, right?)

If customers don’t feel that way about you, what could you do to create this kind of relationship? No matter the type of business you have, you can still have a personal connection with your customers. Here are some quick ideas of things you could do to get personal.

Add a personal note when you ship something.
Have conversations with customers by responding to tweets or comments on your posts.
Give “regulars” a sneak peek at new products/services.
Ask for feedback, implement their suggestions and then ask again if they thought it was done right.
Share pictures of your new baby or dog or failed attempt at baking.

If you’d like more ideas on content that will help you connect with your customers, reach out to your DAYTA team .

How Apple’s iPhone updates affect your Facebook Ads

erin@daytamarketing.com (erin@daytamarketing.com ) — Mon, 08 Mar 2021 19:05:00 GMT

This month, Apple will officially roll-out the mandatory iOS 14 update for all Apple mobile phones.

This update, centered on tracking transparency, will provide an opt-in prompt to users on each app, allowing them to choose whether to allow third-party sites, such as Facebook and other social media sites, to track their user data.

User data can include things like conversions and website visitors/tracking, which can affect audiences used for retargeting. Essentially, the iOS 14 update will change the ability of brands to gather accurate data about their audiences and implement effective, targeted marketing on social media.

While this may sound dire, don’t panic. It’s time to arm yourself with knowledge and take the necessary steps to protect your reporting. And yes—there are solutions that can be put in place to soften the blow. Let’s get into it:

How will this update appear to users?

Users will be shown a prompt when exiting an app for a website. The prompt will ask users if they would like to allow their activity to be tracked across other companies’ apps and websites. Users can then opt-out of tracking or allow tracking. Here’s an example of what the prompt will look like:

What does this mean for Facebook advertising?

The big question. Simply put, the updates to iOS 14 will lead to less tracking of people on mobile devices. Unfortunately, this will impact the Facebook pixel and everything associated with it: Conversion tracking, optimization, custom audiences, targeting and so on. Here’s what you need to know:

Website visitor audiences for retargeting will be smaller.
The attribution window is changing. 7-day click attribution will remain, but 7-day view-through attribution will be eliminated. 28-day attribution of any kind will no longer be supported, and historical data for those attributions will only be available via the API.
Your conversions reported through Facebook will decrease, because there will be less conversions being captured through tracking.
Tracking will be limited to eight conversion events per domain—think leads, add-to-cart, purchase events, etc.

What can I do to help?

While we’re still working to fully understand the depth and breadth of adjustments that will need to be made to properly attribute results to social media efforts, there are a few things you can do in the meantime to ensure you’re as prepared as possible for the change. Here are the steps we recommend:

Enable Advanced Audience Matching . With Advanced Matching, you can send Facebook hashed customer information along with pixel events, which can help attribute more conversions and reach more people.
Implement Facebook’s Conversions API , a Facebook Business Tool that lets you share key web and offline events, or customer actions, directly from your server to Facebook’s. Best practice is to use Conversions API in addition to the Facebook pixel.

Verify domains in Business Manager. Domain verification establishes which Business Manager account has the authority to configure and prioritize the eight available conversion events for a given domain.

While this update and its repercussions may seem daunting, big change often opens the door for big opportunities. As our understanding of the iOS 14 update deepens, we’ll keep you up-to-date on solutions to keep your reporting accurate and your targeted marketing successful.

Bank Social Advertising Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Mon, 21 Sep 2020 22:22:56 GMT

Talent Acquisition Success Amid Competitive Market and Low Unemployment Rate

Challenge

With a low unemployment rate of 3.7% as reported by Minnesota Department of Employment and Economic Development , we were tasked with the challenge of attracting qualified talent for three unique open positions in Central Minnesota.

Research + Insights

Our research began with determining the ideal target audience. In order to do this, a thorough discovery of talent needs was discussed with the client. Additionally, we conducted secondary research to address the unique challenge of finding qualified candidates who were also interested in living in a rural community. Based on our audience research, we were able to confidently move forward with channel selection and campaign development.

In order to maximize the return on this campaign investment, the channel strategy also had to be well researched. There is a flood of competition within the hiring market and a variety of potential advertising options so every relevant network and job board was evaluated to determine the best channel mix to reach the ideal candidates.

Audience

The position had a unique audience aligned with the requirements of the role and culture of the location. The audience was narrowed down based on education, geography, interests, and work experience.

Solution

We determined the best platforms to advertise would be a combination of Facebook ads and targeted job boards. By considering audience behavior, we were able to select four key job boards that were most likely to receive applications from qualified candidates.

Execution

A comprehensive recruitment campaign for the position was developed and monitored over the course of a month. In partnership with the client, the flow and quality of applications were reviewed regularly. This allowed us to ensure our targeting was accurate and gave us the ability to regulate application submissions.

Results

Job Boards

Total Job Views: 159

Total Applications Received: 42

Facebook

Reach: 12,042

Link Clicks: 340

Cost Per Click: $0.38

Candidate Results

Number of Interviews: 9

Job Offers: 1 accepted offer

Our company was looking to place employment ads for a Director of Retail/Marketing/Business Development within our organization. We wanted to reach a variety of qualified applicants and made the decision to have DAYTA Marketing launch a social media campaign for us. We instantly received a number of resumes and were promptly able to start the interview process. We will definitely utilize social media and the expertise of Dayta in our future hiring campaigns.

- Connie Isaacson, Vice President of Human Resources

Digital Solutions for Curbside Pick-Up, Delivery & More

erin@daytamarketing.com (erin@daytamarketing.com ) — Mon, 27 Apr 2020 15:04:00 GMT

The way brands cultivate and maintain business has changed dramatically since the outbreak of COVID-19, and if you’re among those seeking vital solutions to keep your doors open and customers satisfied, you’re not alone.

In-person interactions with clients are limited at best for the foreseeable future, which means brands must rely on new methods to connect consumers with their products or services. Businesses of all sizes have turned to delivery, curbside pick-up, and other digital solutions to stay afloat.

Brands across every industry should note that these solutions aren’t necessarily temporary. COVID-19 has irrevocably changed the way consumers think about health, safety and their relationship to commerce. Savvy small businesses will look to expanded delivery and pickup options as necessary, permanent additions to their operations, not emergency measures.

As such, we’ve outlined a few of our favorite delivery apps, curbside pick-up solutions and other resources:

Curbside Pick-Up Solutions

Glympse: Flexible for both brands and consumers, Glympse is designed to ease the sudden adaptational burden placed upon brick-and-mortar stores and restaurants now pivoting to curbside pick-up. Customers place an online order via the free Glympse app and receive a notification when their order is nearly ready. A geofence trigger alerts the local retailer’s staff when the customer is about to arrive, allowing for a no-wait curbside delivery experience. On the consumer end, Glympse heavily emphasizes ease-of-use, while brands can enjoy heightened communication with their customers via live ETAs, in-platform messaging, multi-channel notifications, feedback capture and share, and a variety of other features.

Radius Networks: With Radius Networks, every part of the curbside pick-up experience is automated. Their solution works essentially the same as Glympse or SWIPEBY: Customers place orders online and businesses are automatically notified when a customer arrives for pick-up, eliminating wait time for both parties. One of Radius Networks’ unique facets, though, is their third-party delivery service integration and the breadth of the solution’s use across industries; Radius Networks’ curbside pick-up service can be easily applied to grocery stores, pharmacies, restaurants, retail outlets and convenience stores alike.

SWIPEBY: Best suited for restaurants and other food businesses, SWIPEBY offers customers a convenient, minimal-contact solution for online orders and curbside pick-up. Customers can pay via credit card from their mobile device on the free SWIPEBY app and receive their order without ever leaving their car — businesses receive automatic notifications when the customer has arrived for pick-up and can deliver direct to their vehicle. With an express onboarding option, restaurants can start using the service within 24 hours of signing up.

It should be noted that SWIPEBY has taken steps to alleviate the financial burden on small businesses in response to the coronavirus pandemic. Typically, retailers would pay a one-time activation fee of $449 to begin using the platform, but for a limited time, SWIPEBY has waived all signup fees and reduced service fees down to merchant fees only. The platform has also waived all start-up fees for small businesses and restaurants during this time.

Delivery Apps

DoorDash: A third-party provider servicing over 300,000 restaurants across 4,000 U.S. and Canadian cities, DoorDash is no stranger to the delivery game. Participating restaurants can deliver take-out orders to addresses within a 25-mile radius of their brick-and-mortar via DoorDash delivery drivers, a.k.a. “Dashers.”

DoorDash typically takes a 25-30% commission on the total order value of each delivery, but during the COVID-19 outbreak, the platform is temporarily reducing or waiving its commission fees . DoorDash also has an in-app feature enabling requests for food to be left at the customer’s door, including the option for customers to upload a photo of where the food should be left.

Grubhub: One of the first third-party restaurant delivery apps to enter the space, Grubhub has since grown to become perhaps the most popular and widely recognized solution in the marketplace. The platform reports that participating restaurants see their monthly take-out revenue increase up to sixfold compared to that of non-Grubhub restaurants.

Grubhub has no up-front costs to partners and, while the platform usually generates revenue via commission fees, the COVID-19 crisis has pushed Grubhub to temporarily suspend collection of up to $100 million in commission payments from impacted independent restaurants.

Instacart: Supermarkets and other grocers can expand their service capacity via Instacart’s same-day delivery services. With Instacart’s partner program, supermarkets and other retailers can list their products in Instacart’s online marketplace, allowing customers to shop on Instacart’s free app for products otherwise only available in-person, like produce and deli products.

During the coronavirus outbreak, Instacart is offering a no-contact delivery feature, giving their customers the option to have their order delivered to their front door without face-to-face interaction.

Postmates: Another hugely popular third-party delivery service, Postmates delivers food, groceries and alcohol to customers from more than 600,000 retailers and grocers, often completing deliveries inside of one hour. Postmates is especially worthwhile for smaller restaurants, as its mobile platform supports full menus with photo integration and online ordering in addition to its local search functionality for customers seeking nearby businesses.

Like DoorDash and Instacart, Postmates is offering no-contact delivery throughout the coronavirus outbreak. The Postmates “fleet” driver will be notified of the customer’s preference at the time of delivery.

UberEats: The food delivery arm of on-demand ride-hailing giant Uber, UberEats partners with nationwide chains and small restaurants alike to provide clients with an effortless ordering experience. Upon placing an order, customers are given an estimated delivery time and the ability to track their order on an in-app map, including the name and photo of their delivery driver.

During the COVID-19 outbreak, UberEats has unveiled a suite of efforts to make delivery services easier on independent restaurants , including waived delivery fees for customers ordering from independent restaurants, a new payment option that allows restaurants to receive daily payouts rather than waiting for the typical billing cycle, and the ability to request no-contact doorstep delivery.

No-Commission Online Ordering Systems

ChowNow: A worthwhile investment for restaurants looking to implement quickly, especially for brands with multiple locations, ChowNow allows customers to place orders directly from your website, social media profiles, and custom-built food ordering apps. It integrates with Google My Business, even if your listing is not claimed, and plays nice with most POS systems.

In light of the COVID-19 outbreak, ChowNow has recently partnered with Instagram to create an “Order Now” button and story sticker that will allow Instagram users to order and pay for food directly from Instagram. Restaurants must be ChowNow clients to participate; monthly fees cost restaurants $99 to $149.

GloriaFood: One of the first applications to provide online ordering services for free, GloriaFood allows restaurants to accept orders for pickup and/or delivery through the restaurant’s website and Facebook page. This does not include online credit card payments, which is considered an additional service for $29 per month.

During the COVID-19 pandemic, GloriaFood is highlighting their no-contact delivery and minimum exposure pick-up options, cashless payment system, and client receipt template which allows for the inclusion of the names and body temperatures of both the cook and delivery person on a customer’s order.

Digital Waitlist Apps: Engaging Clients Digitally During and After COVID-19

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 23 Apr 2020 14:36:00 GMT

“Business as usual” is officially over. With the sweeping, drastic changes to commerce due to COVID-19, brands are transitioning to entirely new business models. The post-coronavirus marketplace will not be a return to “normalcy” as we once knew it—and if brands want to have a place in that new, uncharted future, they not only must adapt to the digital age, but innovate therein.

Compare some of our favorite waitlisting apps to find the right solution for your brand:

Waitlistr

With a free account on the Waitlistr app, businesses in just about any industry can get a streamlined waitlist for their product or service up and running in minutes. Current Waitlistr users are leveraging the platform to create post-quarantine client lists for salons, spay/neuter appointments for veterinary clinics, food and beverage home delivery waitlists, and much more. Waitlistr also has functionalities for giveaways and secure payment acceptance and invoicing.

How it works: Free accounts can create unlimited waitlists with unlimited list members featuring one image and one custom form field; upgrading to a $10/month account includes all of the above and grants access to slideshow capabilities, up to 5 custom form fields, embedding capabilities for your site, private/invite waitlists, download member data, analytics and other features.

Waitwhile

The Waitwhile allows clients to sign up for your wait list, check in for services or pick-up, and receive updates on their current wait time through SMS, email or Slack. Clients can join your line now or schedule a time in advance. On the business end, Waitwhile’s booking feature automatically syncs appointments with your waitlist, allowing for stress-free flexibility. Waitwhile has plug-and-play integration with Slack, SalesForce, Google Calendar, Mailchimp and other services, and can be accessed from any smartphone, website or tablet.

How it works: A free Waitwhile account allows for up to 100 waitlisted guest parties per month, smart wait time estimation, customizable SMS and email alerts, the ability to assign staff and services, analytics and statistics and other administrative features. Paid plans begin at $49/month and up, and allow for more waitlisted guests per month (1,000 on the $49/month plan, 10,000 on the $129/month plan, and so on) and can support multiple locations and advanced branding and security features.

Yelp Waitlist

Previously known as NoWait, Yelp Waitlist is built specifically for restaurants looking to manage their floor and waitlist seamlessly, quote accurate wait times, notify guests via text, and give them an easy, no-B.S. waiting experience. Both large and small restaurants utilize Yelp Waitlist; it’s especially popular among restaurants that do not accept traditional reservations. Diners can check a restaurant’s wait time from Yelp, join the waitlist with the push of a button, and are notified of their place in line and when to arrive via SMS.

How it works: Typically, Yelp Waitlist is a paid subscription-based service; restaurant owners or managers request a demo of the service to get started. However, during the COVID-19 crisis, Yelp is offering restaurants that remain open three months of free access to Yelp Reservations and Waitlist. For restaurant clients that offer delivery and/or takeout, Yelp is also providing $100 in free search advertising. More details on Yelp’s COVID-19 Relief resources can be found here .

No-Commission Online Ordering Systems for Restaurants

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 18 Mar 2020 19:07:00 GMT

Free & Low-Cost Online Ordering Options

Digital Take-Out Options With No Commission Fees

Restaurants and bars all over the U.S. are closing their dining areas in response to COVID-19, and only offering take out or delivery. If you don't already have a delivery option, it's become easier than ever to add on either through a 3rd party provider such as Uber Eats or Postmates. For online takeout ordering, however, you might not want to add a commission fee to your margins.

The two online ordering platforms listed below are low-cost or free, with no commissions on the orders that they process. We hope that this will allow restaurants who might not currently have the capability to remain open for delivery and carry out to do so. While our initial list was much longer — there is a vast variety of online ordering platforms and many, many pros and cons to each — we ultimately chose to narrow it down to our top picks for your convenience.

GloriaFood

GloriaFood is a free online ordering system for restaurants that allows restaurants to accept orders for pickup and/or delivery through the restaurant’s website and Facebook page. This does not include online credit card payments, which is considered an additional service for $29 per month. Fun fact: Gloriafood was one of the first applications to provide online ordering services for free.

Pros: Gloriafood is a good option for small restaurants and pop up shops who want to get setup fast and for less.
Cons: This online ordering system has limited POS integration capabilities and is not recommended for multiple locations.

Chownow

Chownow is an online ordering system that offers commission-free online ordering — meaning the company does not take a cut of each order placed, making this an affordable option for restaurants. It allows customers to place orders directly from your website, social media profiles, and custom-built food ordering apps. It integrates with Google My Business (even if your listing is not claimed) and plays nice with most POS systems.

Pros: Chownow is a good option for restaurants who want to implement quickly and invest in a worthwhile system that is easy to use for both customers and restaurants. This system can handle 1-10 locations.
Cons: Limited branding capabilities within the menu template - no white-labeling and no pictures.

Have you found any tools or services to help your restaurant serve customers through COVID-19 closures? Please share in the comments. We also recommend thinking through your menu a little differently: consider offering meal kits, dinner packages, or bulk-buys of crowd favorites through your take-out options!

Future-Prepping Your Business: Why Online Reputation Is Critical to the Future of Your Organization

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 24 Aug 2018 16:19:00 GMT

At DAYTA Marketing, sometimes you wake up to an email that means your whole team has to change the way they execute on a service... today.

It’s a fact of digital marketing and it keeps life interesting. This Thursday, Facebook killed off their traditional review functionality - your standard 5-star rating with an optional description that a business owner could respond to. Taking its place is Facebook’s new “Recommendation” rating system, which seems built to enhance their existing Recommendations post functionality. The new system is fairly brutal and binary, distilling the scale down to “Yes/No” when users are prompted to “recommend” a business. Users can also leave public comments on how the business could improve. Thankfully, the new system also includes improved feedback functionality for business owners to respond.

On DAYTA’s End, This Leads to 2 Things:

A quick rehash of how we run and operate our Reputation Management service (we’ll be a bit more manual while our software catches up to the changes, as Facebook hasn’t opened up the new functionality in their API)
Discussion around what this change forecasts for the direction of digital marketing as an ecosystem.

The pattern is pretty clear. Facebook is actually last in the line of the local 3 review platforms to make major changes. Yelp previously upset the reputation management industry by requiring that business owners not request reviews . A few months ago Google banned the practice of “Review-Gating” , a common reputation management practice that has users pre-rate a business privately before either prompting them for a public review or private feedback.

All 3 platforms are striving for the same goal: authentic crowd-sourced qualitative data about businesses and other organizations. Negative reviews have their value, and consumers want to understand risks before they buy. There’s a good reason Google, Yelp, and Facebook are making it harder to hit that perfect rating: they know that when every business has 5 stars, reputation doesn’t matter.

Oddly, we run into quite a few business owners who think the same way about their online reputation. “Those reviews don’t matter. My target audience is older - they rely on word of mouth and relationships. They’re not googling us." This is probably true for those businesses. But it’s a short-sighted way to think. Your current target audience may not google (although I wouldn’t take that bet) before every decision - but Millennials make up 30% of the voting population , and they’re not getting any younger. The vast, vast majority read online reviews and trust them as much as they would a recommendation from a friend. More than that, online reputation differs from word-of-mouth or even other digital marketing tactics in one very key way: it’s cumulative . Third-party platforms are keeping a permanent record of your customer’s opinions. All things held equal, if you started paying attention to digital reputation last year and your competitor starts in two years, they will be permanently behind. All of this can feel like an unfair burden to a business owner. You’re expected to manage what random customers say about your business across multiple platforms. You’re dissuaded from artificially boosting their opinion with incentives or even trying to filter negative feedback to a private channel.

The only way to achieve success in this new frontier is to deliver authentically great customer service and capitalize on it through online engagement.

Marketing can’t be gloss anymore. You have to magnify who you really are to succeed in the future. It’s hard work and for most organizations, it has to be achieved with limited resources. Yet, the work now is crucial because it gives your organization a platform for future success. At DAYTA, we know that marketing today is a long-term two-way street that requires all of an organization’s parts to work together to deliver superior customer experience. It’s what powers our consultative approach to partnership, and it’s what drives us to get up each morning ready to face change and help our customers innovate.

Guide To Being On Camera With Confidence

Thu, 09 Aug 2018 14:44:00 GMT

Live video is taking social media platforms by storm, and it's time to brush up on your video recording skills – or perhaps start from the beginning!

Filming live videos is a quick, easy, and valuable way to market your brand or business. Get the best success – and maybe even go viral – by utilizing these tips and tricks for live recording.

Looking Your Best on a Live Video

Looking good in a video isn’t about having the best bone structure, it’s about being aware of your surroundings and how you present yourself to and communicate with your audience.

Hold Your Head High Hold your head forward and slightly down and look directly into the camera with an easy smile. Use hand gestures that feel natural. Speak slightly slower and louder than you usually would in person. Put Yourself in the Best Light Lighting makes a big difference in how much engagement your Live will earn. Sit opposite a window or natural light source. Turn on all other lighting in the room to supplement as well; the more light the better. Find a Camera Person Back and forth commentary between cameraman and presenter makes the Live much more enjoyable to watch. The cameraman can also provide stats for your Live such as when viewership is high and you should ask for a share!

Orientation Matters If the majority of your viewers will be watching on a phone, film in a vertical portrait orientation. Instagram, for example, is a largely mobile platform, so portrait is the way to go. On Facebook, landscape orientation will give your viewers more to look at, but can depend on the situation. If you have a cameraperson available, go with landscape orientation. If you’re recording yourself, portrait might give you a higher quality video.

Creating Exceptional Content

Don’t Wait for an Audience It is more likely that you will gain viewers and traction if you jump into the video content right away. Plus, consider upwards of half your views come after the Live has ended.

Live Does not Mean Unhinged Viewers like videos that feel confident and informative without being overly scripted. Create a bullet point list you can refer to during your live video to ensure your content is organized, thoughtfully delivered, and nothing gets overlooked.

Include an Eye-catching Description Create a description for your live video that will catch the attention of viewers endlessly scrolling feeds. Think about writing a description that gives just enough information to attract your target audience, but not enough that they know exactly what you will be doing or saying during the recording.

Reduce, Reuse, Recycle! Don’t forget it is possible to repackage your Facebook live broadcast after recording to a new video – create more content from the work you have already done! Download your Facebook Live video and edit it in video software to create a shortened version.

Enhancing Your Videos with Simple Products

Video Stabilizer Making sure your camera is balanced correctly can be tricky the first or second time you do it. It’s important to keep any extreme or fast movement to a minimum - that’s where a stabilizer can come in handy. The Gimbal is a great tool for this.

Tripods If you are planning to go live by yourself, consider purchasing a tripod with a universal smartphone mount . Tripods allow you to get more visual space into the shot. You can always have your computer or another phone with the live feed near you to respond to comments.

Selfie Stick A selfie stick is useful if your live presentation involves moving around and showing multiple angles. If you are filming by yourself, this can sometimes be limiting given it uses one of your hands. However, the selfie stick does allow you to get further away with more of you in the shot.

Lighting The last and most important product recommendation is lighting kits:

A ring light : the cheapest and simplest lighting solution for beginners!

A multi-light kit with adjustable heights – good for highlighting products

If all else fails, choose a light bulb in daylight instead of soft white

Now you understand more about how to go live and have tips to buy products, look more photogenic, and produce great content. Utilizing live videos as a marketing platform for your business or brand has never been easier!

What’s the Difference Between a Website and a Landing Page?

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 28 Jun 2018 14:31:00 GMT

At DAYTA, we don’t offer our clients services that don’t fit their needs.

That’s why we create digital strategies that match our clients’ goals and promote real growth in their organization. So if you have something great that you need to announce, sell, or generate attention for, what is the best format? And what is a landing page, anyway?

A Landing Page is:

A singular page among the larger website’s catalog of pages or a separate single-page website.
It has one clear message and one clear call-to-action (which may be repeated a few times)
It has a simple layout with minimal (if any) navigational links and a simplified use of space
A destination page for an online ad
A great option for testing wording, pricing, deals, and ideas

Tell Me More About Landing Pages...

The Perfect Destination for Ads You may have had ads created for Facebook or Google Adwords, but where do visitors end up landing when they click on them? Landing pages (named for this purpose) are simplified pages that continue the message or deal that the ad began. What got them to click on your ad in the first place? That message is consistent on a page directly suited to your desired audience and what they’re already responding to.

Not only does this make the ads more effective at generating leads and conversions, but the ad platforms themselves give preference to those ads that direct users to a great complimentary landing page.

Target With a landing page, you can (and should) speak more narrowly to a specific audience and only send those people to that page. For example, you could encourage last year’s event-goers to be the first to register, encourage your mailing list of long-term customers to leave you a review, or market your new product to a specific subset of your audience. Pro Tip: Landing pages are often part of your website without being navigable from other pages – appearing to be a completely separate website in itself. You can provide the link to certain people or have it be the destination for an ad, but not in your navigation links, for example. This lets you manage who sees the page and when.

A Website is:

A series of web pages that work together and interlink to represent an organization or idea. (Yes, a landing page can be one of those pages!)
It has navigational links in the header, the footer, sidebars, and within images
It has several calls to action, or things a visitor can “do,” like signing up for a newsletter, making a purchase, requesting a quote, or following on social media

So, How do You Decide Which One You Need?

Not sure what will work best for your upcoming campaign, event, sale, or product launch?

Do you have a stand-alone message with one action you want people to take?
Do you want to hone in on a specific target audience that is looking for a solution to a specific issue?

In that case, a landing page might be the best option. If you’re still not sure, talk to DAYTA! As your Digital Marketing partner, we’ll help navigate you to the best option.

What’s on Your Desk, DAYTA Team?

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 01 Jun 2018 21:05:00 GMT

Updated Apr 01, 2021

There are a lot of cliche sayings about how to read a person.

By their body language, how they hold their hands, the state of their shoes - the speculative list goes on. In an office, you can learn a lot about a person by the items they choose to keep on their desk.

At DAYTA, our office isn’t one with the traditional ficus plant in the corner and old filing cabinets in the back, mostly because we aren’t a traditional company.

In our business and in our day-to-day interactions, DAYTA Marketing is a collaborative company. On any given day in our office, you’ll find sport jackets and mohawks, children, dogs, board games, and a very unique group of people.

Few traits give away more about these people than the items they choose to keep on their desk. We asked a few DAYTA team members to gather their favorite desk item and explain what it means to them:

Kari Petrie: Director of Client Services

Ron Swanson Bobblehead

When Kari commits to something, she's all in. Her clients and teammates love her execution strengths. “I’m a huge Parks and Recreation fan and a follower of the Ron Swanson Pyramid of Greatness,” she says. “I live by my favorite Ron Swanson quote; ‘Never half ass two things. Whole ass one thing.’”

Erin Perry Borron: Chief Strategy Officer

Glitter Ball

If there is a brainstorming meeting at DAYTA, Erin is on the calendar invite. The ideas she brings to campaigns are innovative, goal-focused, and creative. This strength suits her well in her role because she also the go-to when you need a technical solution or a unique client need. So why a glitter ball? She uses it to keep her hands busy and mind focused when she's ideating.

Myles Bous: Senior Digital Project Manager

Golf Balls

“These are the golf balls I used to get my two hole-in-ones. To me, they symbolize the hard work and dedication I put into my golf game,” says Myles. “Golf has played a big role in my life and has taught me that if you are patient and put in the work, anything is possible.” Myles’ dedication to the things he loves doesn't end with golf. He is passionate about the success of his clients and is constantly working to build on their strategies to help them accomplish their goals.

Afton Windsperger: Account Developer

Inspirational Picture “I love inspirational quotes. I like to write them in my planner or hang them on my wall at home. This quote has been particularly special to me, especially during my senior year of college. During our senior brunch these quotes decorated the table and I took mine with me. Now it is on my desk to remember the 4 years at the College of St. Benedict that shaped me and to always keep me motivated.” Motivated is an understatement for Afton. She is a prime example of a go-getter and utilizes her resources and creativity to constantly be growing and learning. There isn't a challenge too big for her.

It’s a very special sauce that creates the amazing team we have at DAYTA. Some of us like to be reminded of inspirational quotes, others successes in our lives, good friends, family… or even mythical sea creatures. Our differences and quirks become strengths and opportunities that complement each other and combine to create quite the marketing force.
If you’d like to get to know DAYTA a bit better – especially the quirks that make us a well-functioning team – contact us .

Digital Advertising Update: Facebook Ad Q4 Benchmarks

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 02 Mar 2018 00:00:00 GMT

Facebook ad benchmarks for Q4 2017 covering CPM, CPC & CTR. Facebook releases marketplace ad placement and adds more transparency to ad metrics.

Here’s what’s new from 02/26/18- 03/02/18.

Facebook Ads CPM, CPC & CTR Benchmarks for Q4 2017

For Q4 2017, we’ve analyzed over 1.7 billion Facebook ad impressions across 1700+ unique accounts in US currency to uncover the average CPM, CPC, and CTR. Compared to Q3’17, we found the average CPM for Facebook ads increased by 37%, the average CPC for Facebook ads increased by 14%, and the average CTR for Facebook ads increased by 25%.

Facebook Ads Benchmarks – Q4 2017

The average Facebook ads CPM was $12.45
The average Facebook ads CPC was $0.54
The average Facebook ads CTR was 2.34%

New Facebook Ads Placement: Marketplace

Up until now, Marketplace has remained ad-free. The Marketplace placement allows advertisers to place their ads into Marketplace when users are viewing it from the mobile app (no desktop yet).
To utilize the Marketplace placement, advertisers must first select from Traffic, Conversions, or Catalog Sales objectives.
Facebook says that for Traffic or Conversions, must first have a “Shop Now” button on your page.
NOTE: This placement is not currently available to everyone. There is no word on when is will be rolled out globally.

Facebook Ad Metrics Updates: Clarification and Removal

In an attempt that Facebook says improves transparency, certain metrics will be labeled as “estimated” or “in development.” You’ll find these labels within tooltips that provide more information. ESTIMATED Facebook says that estimated metrics are “calculated based on sampling or modeling,” and are therefore “hard to precisely quantify.” Facebook uses Reach, the most famous (or infamous?) Facebook metric among marketers, as an example for explaining estimated calculations IN DEVELOPMENT There are also several newer metrics that Facebook says they are testing and are therefore labeled as “in development.” Since these metrics are new and in the process of being tested, they may still change. Facebook uses Estimated Ad Recall Lift as an example REMOVING METRICS In July, Facebook will be removing several metrics (19 by my count) that they feel are redundant, outdated, or rarely used. Interestingly, six of these metrics are those that were also labeled as “estimated.”

Actions
People Taking Action
Cost per Any Action
Amount Spent Today
Button Clicks
Canvas Component Time Percentage
Carousel Card breakdown for conversion metrics
Link Click Destination
Mobile App Actions Conversion Value
Page Mentions
Cost per Page Mention
Page Tab Views
Cost per Page Tab View
Positive Feedback
Negative Feedback
Social Reach
Social Impressions
Social Clicks (All)
Unique Social Clicks (All)

Digital Advertising Update: Carousel Ads for Instagram Stories

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 02 Feb 2018 00:00:00 GMT

Instagram bringing carousel ad format to Stories, Google to let users mute remarketing ads, Twitter lets advertisers sponsor publishers’ Moments and Amazon already sells more ads than Snap & Twitter.

Here’s what’s new from 01/29/18- 02/02/18.

Instagram’s Carousel ad format is coming to Instagram Stories

Instagram is announcing plans to bring its Carousel Ads into Stories. That means the ads in Stories are no longer limited to one piece of media (which could be a photo or a video) — they can now include three.
From a user perspective, you can interact with these ads the way you would with any other Instagram Story, pausing or swiping backward when there’s something interesting, or swiping forward when you’re ready to move on.
Instagram says it’s starting to test this with a handful of advertisers, including the Gap, Coca-Cola and Paramount, before rolling these capabilities out more broadly.

Learn More

Google Lets Users Mute Repetitive Remarketing Ads

Google has updated its ads settings to let users mute ads they’ve seen too many times.
This applies primarily to remarketing ads. Google calls these “reminder” ads, and users can now mute reminder ads from specific advertisers when they become too repetitive.
A new section within Google’s ads settings, called “Your reminder ads,” allows users to see who is currently retargeting them with Google display ads. From there, users can mute advertisers individually.
When an advertiser is muted, the user will no longer see remarketing ads from them at all. It is not just a specific ad being muted in this case. Muting lasts for a limited time of 90 days, so advertisers will not be permanently blocked from remarketing to specific users.

Learn More

Twitter now lets advertisers sponsor publishers’ Moments

The company announced it’s offering brands the ability to sponsor Moments – the “Stories”-like feature that includes a series of tweets, often including images, GIFs and video – from select publishers.
The first Sponsored Moment is already live, Twitter says, and the feature is now broadly available to all publishers who participate in In-Stream Sponsorships worldwide.

Learn More

Amazon Already Sells More Ads Than Snap And Twitter

Advertising is still just a small piece of Amazon’s growing empire . But “small” is relative. In 2017, the company’s ad business generated $2.8 billion , making it bigger than the ad platforms managed by Twitter ($2 billion) and Snap ($800 million).
Only three online ad platforms outrank Amazon’s: Google, Facebook, and Oath.
The bulk of Amazon’s ad revenue is generated by placements within Amazon.com. For example, sellers pay to appear in search results, or display custom banners above the results.

Learn More

2017 Creative Round-Up: A Spotlight on Our Creative Projects

erin@daytamarketing.com (erin@daytamarketing.com ) — Tue, 23 Jan 2018 00:00:00 GMT

Another year is in the books. With each exchange of the calendar, DAYTA has the opportunity to work with more clients, take on new challenges, and grow our creative portfolio.

As it’s the beginning of 2018, we thought it would be fun to look back on a few of our creative projects from 2017:

Partner for Student Success Website

The mission of Partner for Student Success (or PFSS) is to “Unite the Greater St. Cloud Community in the collective pursuit of Student Success”. We were happy to help this important organization create a new website. The finished product is colorful, easy to use, and energetic without being overly complicated – much like the organization it represents. It’s also fully functional in Spanish and Somali!

The Greater St. Cloud Website

DAYTA Marketing has enjoyed a lasting relationship with the Greater St. Cloud Development Corporation. The GSDC’s Website is broken into three main sections: Community, Business, and jobs. The community website – live.greaterstcloud.com – gives an overview of the community: things to do, places to visit, Housing, transportation – everything you need to know about the area. The Greater St. Cloud Development Corporation’s website is “in the business of growing business” in Greater St. Cloud. On this page, you can learn more about the GSDC’s initiatives, Workplace Well-Being, area business news, and more. Lastly, Greaterstcloudjobspot.com is a website that works to connect local talent with thousands of jobs. Whether you’re a job seeker or an employer, you’ll find tons of great resources to be successful in Greater St. Cloud.

Facebook Cover Video for Dr. Juice

Aside from building an interactive website, we were pleased to create a stunning Facebook cover graphic for this Duluth company’s line of fishing scents. Thanks to Facebook’s ever-changing updates, 2017 saw the introduction of cover videos in place of static images – Dr. Juice’s cover video was one of our favorites!

Earle Brown Heritage Center’s Website

Not only were we able to create a beautiful website for our client, but the planning, construction, and launch of this site was a great example of the strength that can only come from a team of experts. The team that put together this site consisted of Digital Project Managers, Copywriters, Designers, Search Engine Optimization Specialists, and Digital Solutions Experts working on some unique features and design ideas. The new site is cleaner, faster, and much easier to navigate.

Earle Brown Ads

After creating a new website, the overall branding for Earle Brown Heritage Center’s ads experienced a facelift, as well. Our team came up with some beautiful designs for Google AdWords, Facebook, Instagram, Pinterest, and more – such as the fall wedding campaign example pictured above.

Financial One’s WINCentive Ads

In 2017, we ran an online campaign for Financial One Credit Union promoting the State-wide WINCentive Savings Program . The fun, fresh tone that this credit union gives off in its branding gave us many opportunities to stretch our creative legs.

Branding and Book Design for Dr. Kathleen Allen

Late in 2017, we had the pleasure of working with Dr. Kathleen Allen – a local author who consults businesses and organizations to promote leadership coaching and organizational change. We were happy to help Dr. Allen develop a website , logo, and cover design for her upcoming book Leading From the Roots: Nature Inspired Leadership Lessons for Today’s World . Be on the lookout for this inspiring read this September.

This is just a small sampling of the creative projects we worked on in 2017. The year brought exciting challenges, new opportunities, and tons of brainstorming sessions to the DAYTA team.
Our creative ideas for this year are already firing on all cylinders – we’re excited to see what 2018 brings!

Digital Advertising Update: Google Set to Remove AdWords Review Extensions

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 12 Jan 2018 00:00:00 GMT

Digital Advertising Update: Google Set to Remove AdWords Review Extensions

Here’s what’s new from 01/08/17- 01/12/17.

Google is sunsetting AdWords Review extensions

Google has announced that Review extensions will stop showing this month and will be deleted entirely in AdWords accounts in February.
They launched in 2013 , but were never easy to get approved and as such, not widely implemented.
The idea had been for businesses to be able to feature editorial quotes about their services in their ads, but that never really panned out.

Learn More

Facebook says people are OK with video ads that interrupt content, as long as they are short

People’s attention wanes the fastest in feeds like on Facebook or Twitter, since an ad is merely one piece of content among many – But feeds are likely to help forge deeper connections if an ad quickly communicates a message or grabs people’s attention, says Facebook, offering massive scale and reach.
According to Facebook, most people are comfortable with pre-roll and mid-roll video ads they can’t skip, as long as the videos aren’t too long .
A majority of people watch such ads until completion; more than 70% do so for Facebook’s own midroll ads.
Facebook says that advertisers can take advantage of these high completion rates by getting to the point quickly: 6-seconds and 15-seconds are emerging as standards for video ads , says the company’s research.

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Search Advertising Enters 2018 On The Cusp Of A Renaissance

Even though it garners the most digital advertising dollars, the attention paid to search has faded as growth has matured and novel channels like social and video have emerged.
However, search is poised to experience a late-stage renaissance as several shifts in the digital media landscape push marketers toward search advertising.

Privacy restrictions will nudge marketers toward search
Brand safety concerns are making search look more attractive
eCommerce’s emergence as an advertising channel will benefit search
Voice is gaining popularity and is well-aligned with search

Of course, the impact of these developments on search advertising spending will be somewhat dulled by the fact that search is already a very large market; this makes it less susceptible to dramatic movement. In fact, we still expect search’s share of digital advertising spending to decline over the next five years. However, we believe that the above factors will make the slope of that decline a more gradual one.

Digital Advertising Update: Big Changes to Google Grants Program

Fri, 05 Jan 2018 00:00:00 GMT

Facebook created more ad inventory through Instagram “recommended for you”, Google made big changes to Google Grants Program and seven advertising topics to watch in 2018.

Check back every Friday for our latest ad forecast. Here’s what’s new from 01/01/17- 01/05/17.

Facebook Just Created More Ad Inventory – Through Instagram

Instagram users will now see posts created by people they don’t follow, as the photo-sharing platform says it will now show “recommended for you” posts. These include showing videos, pictures that are liked by people the user follows.

The move was likely made in an effort meet advertising demand for Facebook, according to a source familiar with the matter. The social network owns Instagram and says it is maxed out on ad inventory .
The news itself was quietly announced through Instagram’s help center earlier this week, and it wasn’t shared with members of the press, either, but was first spotted by TechCrunch reporter Sarah Perez on Wednesday. Instagram did not respond to an initial request for comment.

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Big Changes for Google’s Ad Grants Program in 2018: What This Means for Your Nonprofit

Starting January 1st, Google is made significant adjustments to their policies around ad grants.
The $2.00 cap on costs-per-click (CPCs) in AdWords will be eliminated for organizations that build their campaigns using an automated bidding strategy called “Maximize Conversions.”
It is a requirement for click-through rates (CTR) to stay above 5 percent in order to keep AdWords grants. If an organization falls below an average CTR of 5 percent for two consecutive months, their account will be cancelled.
Keywords must have quality scores of 3 or higher. This change will eliminate generic terms like “free books” or single keyword terms like “foundations.”
Each AdWords campaign must include at least two ad groups with at least two ads running.
AdWords accounts also must have at least two sitelink extensions
You must have geotargeting active within your account.
Nonprofits cannot buy branded keywords they do not own. For example, your organization cannot bid for terms like “Google” or “Facebook” or variations such as “Macys” anymore.

Learn More

Seven Significant Advertising Topics To Watch For In 2018

Personalization Is Paramount
The Value Of Voice Optimization Rises
Instagram Will Outperform Facebook
Live Events Are On The Rise
LinkedIn Becomes Even More Essential For B2B
Marketers Use Machine Learning To Manage Ads
Influencer Marketing Continues To Impress

Based on the current evidence, the advertising world is likely to become more analytical, organic and customer-driven than ever before in the year ahead, with new content formats cresting on the horizon.

Learn More

5 Unexpected Lessons I Learned as an Intern at DAYTA Marketing

erin@daytamarketing.com (erin@daytamarketing.com ) — Wed, 03 Jan 2018 00:00:00 GMT

When I applied for the Social Media Management Internship at DAYTA Marketing, I thought it was going to be all Facebook, Twitter, Instagram, Pinterest, etc.

Don’t get me wrong, that is a lot of what I did, but there are a few other things I didn’t expect to learn in my time at DAYTA.

1. I Can Write Blogs

Just look at me go, I’m doing it right now! This may not seem all that impressive to some; a lot of people have blogs. If you know me at all, you’d know I’m definitely not destined to write a novel. But, my Digital Project Manager wanted to expose me to as many different experiences as possible during my internship. This isn’t the only blog I’ve written. In fact, I wrote 2 for my clients in my time at DAYTA. One of the great things about the internship is if you love writing, they are happy to let you write even more blogs! I’m very happy that I gave it a chance and I’m thankful to my Digital Project Manager for pushing me to go for it. Now when I go for interviews, I can point out that I have written blog content for a business before, #resumebuilding.

2. Ad Targeting Possibilities are Crazy

I am by no means an expert on Facebook Ads, but who knew you could target people based on the fact that they recently became engaged, or even by the browser they are using! I had an idea before DAYTA that the internet knew everything about us, but now I know it knows me better than I know myself. I was able to do a project for one of my clients involving a Facebook Ad Campaign and then track the results. I did everything from creating the graphic to picking the audience with help from my Project Manager, of course.

3. I Don’t Belong in the Sales Department

Let me explain myself here… I was able to sit in on a meeting with a potential client and just be a fly on the wall. It was very interesting to be at this meeting. If sales is one of your interests this would be AMAZING for you. The DAYTA team made it look easy in there, I just know my strengths are elsewhere.

4. Contest Promotion

One project that was really fun (and brought out my competitive side) was getting to promote a few contests for a client. At the end of one of these contests, the client was a runner-up with around 50 other competitors. I was very proud that I did work to help my client accomplish this.

5. Work-Life Balance and Work Environment is Key

DAYTA is the best company I’ve ever worked for or heard of when it comes to work-life balance and having a positive work environment. This is now a HUGE thing I’m looking for while searching for my career. Working from home is the future for so many companies and DAYTA is already on that train. The work environment at DAYTA is friendly and easy-going, it’s pretty much impossible to be in a bad mood there.
Overall, I am very grateful for the opportunity to intern at DAYTA. I feel this experience will guide my career path in the right direction.
If you are thinking of applying to intern with DAYTA I would definitely recommend it!

The DAYTA Team’s Favorite Christmas Songs

Tue, 19 Dec 2017 00:00:00 GMT

Tis the season to be merry and bright, and it’s hardly a silent night around the DAYTABase.

When it comes to Holiday tunes, the DAYTA team’s list favorites is full of classics, contemporaries, and a few oddballs. Actually, it’s a great reflection of our team. Check out our DAYTA Holiday playlist below:

Paige Weisbrich

You can’t think Christmas without thinking of Bing Crosby. Paige’s favorite Holiday song is perhaps one of his most famous: White Christmas, sung here in the movie with Danny Kaye.

Afton Wondsperger

Afton’s favorite holiday songs are Hark the Herald Angels Sing and Do you hear what I hear. ‘Both are so majestic!” she says.

Myles Bous

Myles is known around the office as our idea guy. If you’re looking for a unique approach to a problem, Myles is the guy to turn to. His Holiday pick is nothing if not unique: Rudolph The Red Nosed Reindeer by… DMX?

Shantel Nelson

Another from the Trans-Siberian Orchestra, our Office Manager extraordinaire Shantel chose Christmas Canon as her favorite Holiday tune.

Erin Perry

Take your favorite Holiday song, add a tin flute, a dash of punk, and a fair amount of sass and you’ll get Erin’s favorite pick: Fairytale of New York by Scottish singer KT Tunstall.

Kari Petrie

To wrap up our list, we’ll end with another lover of the holiday classics. Kari picked a song you just can’t make it through the season without hearing: The Christmas Song by the great Nat King Cole.

There you have it – the DAYTA Holiday playlist. Did your favorites make the list?

We Florida Financial Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 21 Sep 2017 22:35:23 GMT

Social advertising campaign targeted new home owners, refinancers, and those with growing home needs, resulting in increased awareness and loans from the credit union.

Challenge

The credit union sought to promote their new home loan product. This new product promises custom support in finding the best loan to a very broad audience. In order to execute an effective awareness campaign to a large audience in a metropolitan area, precise audience targeting and message design was of critical importance.

Audience

Individuals who live within 50 miles of the primary market who are likely to move and in need of a home loan.

Research

Refine target segments and craft messaging and graphics that would resonate with each stage of home ownership.

Insights

Refinance/Downsize: Individuals later in life who own their own home, have online behavior that suggests they are likely to move, and are interested in a variety of house listing sites (homes.com, Zillow, Trulia, etc.).

First Time Homeowners: Young adults who do not own their own home but their behavior suggests they are likely to move and are first time home buyers.

Growing Home Needs: Individuals who are married parents and are interested in buying a house, currently own a house, and are likely to move.

Solution and Execution

In order to effectively deliver ads that genuinely resonated with the audience and the needs they have, we:

Developed unique ad sets based on the three primary stages of home ownership
Paired each ad set with a product that the segment would most likely to be interested in, and
Crafted messaging and graphics that communicate the solution the credit union has to offer

Results

Total Reach: 46,952
Website Clicks: 662
Cost per result: $1.51
CPM: $12.55
Website Sessions: 509
Website Users: 360
Loan Inquiries (emails, phone calls, form fills): 13

Resort Golf Destination Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Thu, 21 Sep 2017 20:09:04 GMT

Target, communicate, keep score. Facebook Advertising helps raise brand awareness within the golfing community for the Wilderness At Fortune Bay, leading to 4% increase in total revenue.

Challenge

The challenge of the campaign was to increase brand awareness of the golf course with the target audience of affluent golfers, which in-turn would drive foot traffic and increase total revenue.

Research

Demographics analysis of current golfers
Social ad platform targeting
Competitors share of social media conversation

Audiences

Affluent golfers located in the Minneapolis and Duluth, Minnesota regions.

Insights

Top two geographical areas current customers travel from are Brainerd, MN and Minneapolis, MN.
Ad metrics such as income (75,000+), location (25-mile radius of Minneapolis and Duluth), age (25-64), and interests (golf) were perfectly suited to reach the ideal audience.
Social activity from competition is high, both on a local and statewide level. Surprisingly, the brand image being portrayed by many upper-end courses did not match their 5-star experience. Branding was typically poor, inconsistent, and an afterthought.

Solution

Utilize social media channels and social advertising to portray a high-end brand image, engage current customers, and raise brand awareness in new target audiences. This will increase foot traffic which will help drive food/beverage, merchandise, and golf sales with new and existing customers.

Execution

A branding guide was developed which included typefaces, color schemes, logo guidelines, and secondary imagery. A photo shoot was completed to compile captivating images of the golf course.
A brand persona for the targ et audience was developed to help optimize the Facebook Advertising campaigns. A $500 advertising budget was recommended in order to run 15-20 total advertisements that ran on average for 1-4 days over the span of 4 months.
A weekly contest, “Win it Wednesday” was launched where users could enter to win a round of golf for two people, the audience was encouraged to tag a friend and like the post itself for a chance to win.
By ensuring all posts, contest images, and Facebook Ads had the correct brand image, it provided a new level of brand consistency that didn’t exist before.
KPI’s: Reach, Engagement, Clicks, Actions, and Total Revenue

Results

Reach and Engagement: We used the Facebook analytics from the previous season as our baseline (June 6th, 2015 to September 30th, 2015). Our baseline statistics were used to measure the effectiveness of the 2016 campaign that ran from June 6th, 2016 to September 30, 2016. Every metric experienced a significant increase from the year before.

Reach: 167,700 (2015) VS 477,000 (2016)
Views: 1,502 (2015) VS 2,479 (2016)
Engagement: 13,366 (2015) VS 26,500 (2016)
Clicks: 22,960 (2015) VS 39,038 (2016)
Page “Likes”: 189 (2016) VS 704 (2016)

Clicks and Actions: We ended up spending a total of $439.85 on Facebook Ads during the campaign period. This minimal ad spend produced impressive results in capturing the target audience’s’ attention.

Impressions (individuals who saw the ad): 56,320
Clicks (individuals who clicked on the ad): 2,255
Actions (individuals who, in this case, went to the website): 1,632

Total Revenue: The ultimate goal was to increase overall revenue. There was a 4% increase in total revenue, the majority of which came from improved and merchandise sales.

DAYTA Insider: Refining Our Ideal Industries

erin@daytamarketing.com (erin@daytamarketing.com ) — Fri, 20 Jan 2017 20:59:00 GMT

This past summer we at DAYTA Marketing hit one of our biggest milestones - the release of the DAYTA Dashboard, our proprietary client-relationship management software.

Designed with our clients in mind, the DAYTA Dashboard was created to improve communication and enhance transparency.

Our investment in the DAYTA Dashboard has allowed us to collect high volumes of organized data. We’ve gained the ability to broadly analyze our client base, giving us the power to do two things:

Predict campaign success. The collective intelligence from our client relationships enables us to make smarter decisions about what content to create and where to spend time and money. The result? Higher ROI for clients.
Identify ideal industries. By assigning all clients to predetermined categories, we’re able to track and analyze trends happening across industries. We’ve learned that certain industries benefit more from digital marketing than others, therefore making the value proposition easier to prove.

The more clients we work with from a certain industry, the more industry knowledge our team gathers, and the more insight we’re able to build within our Dashboard. The more knowledge we build within our Dashboard, the more successful our clients in those ideal industries become. What happens when you pair a team of industry experts with a data-rich research tool like our Dashboard? Success. Here’s a look at the top three industries we’ve identified we work best with and what digitial marketing techniques we’ve learned are most effective for them:

Financial Institutions (Credit Unions and Banks)

Credit Unions are utilizing social media to attract and grow their membership bases - especially with Millennials. In a recent success story, we were able to promote a new home loan product effectively to a broad audience - including individuals refinancing/downsizing, first time homeowners, and individuals looking to upgrade their home. We effectively delivered ads that genuinely resonated with each of their target audiences by creating unique Facebook ad sets with targeted messaging and graphics.

Property MGMT Companies (Residential and Assisted Living)

A high priority for property management companies is to decrease vacancy rates. In a recent success story, we were able to develop a steady influx of new tenants and increase monthly revenue. This was accomplished with a combination of new branding, website development, and enhancing the social media ecosystem.

The ability to predict campaign success for our ideal industries allows us to stretch marketing budgets while still retaining top ROI. By conducting research and development on industry pain points and best practices, it allows us to produce more effective content and marketing strategies. We’re able to be an agent of change for our client

248 Unit Residential Community

Thu, 22 Sep 2016 20:36:21 GMT

With new branding, website and a robust social media ecosystem, the 248-unit residential community effectively reduced vacancy while increasing monthly revenue.

The Challenge

The challenge of the campaign was to reduce vacancy rates within a high-turnover demographic and to improve the living experience of current residents in order to increase the term of leases.

Research

Audience’s online habits
Social ad platform targeting
Communication expectations between tenants and property management
Competition’s share of social media conversation

Audiences

Local college students
Young adults out of college but not ready for homeownership
Future college students preparing to move to the area for college

Insights

The audience is highly active on social media and it is currently unsaturated by competition.
The ad platforms are perfectly suited to target college students, renters, and those likely to be moving.
Although there is competition within the community, there is limited online or social activity from competitors.

Solution

Utilize social marketing to develop a steady influx of new tenants and enhance the living experience.

Execution

Dayta developed a new logo and created brand guidelines including typefaces, color schemes, and secondary imagery. This style guide was utilized in the development of a new website. This website was designed to be both aesthetically appealing and structured to effectively track the impact of marketing efforts on the vacancy rates.

Once the framework was established, the social media ecosystem was optimized. A brand persona was created to engage in two-way communication with current and potential tenants across various social media platforms. Since you can’t improve what you can’t measure, the KPI’s were identified and a strategy was developed around them.

KPIs: Reach, Engagement, Website traffic, Conversions, Vacancy rates.

Results

The following are results from 2016 Q1.

Reach: Facebook is the primary channel of communication. During Q1, the cumulative reach on all Facebook post and ads was 87,187

Engagement: Reach without reaction is noise. Engagements are measured by individuals liking, commenting, or sharing a post.

Website traffic: The next step in the buyer journey is to visit the website to review floor plans, pictures, descriptions, and FAQs. Total sessions (aka – a unique visit to your site) acquired during Q1 were 2,877. Social was the number 1 referrer with 872 sessions.

Conversions: When people visit a website, we want them to act. In this case, we want them to download an application. When someone downloads the application, it’s marked as a conversion in Google Analytics. In January, 41 individuals converted, 60 in February and 90 in March 90. In all, 191 conversions took place during Q1.

Vacancy rates: One of the primary goals is to lower the vacancy rate. In the 12 months prior to our partnership, the average monthly vacancy rate was 20%. The vacancy rate as of May 1, 2016, is 14%, a 6% decrease. With an average unit renting at $850 per month, the decreased vacancy rate equates to an additional $12,750 of monthly revenue.

Arise Cares Case Study

erin@daytamarketing.com (erin@daytamarketing.com ) — Sat, 17 Sep 2016 19:57:41 GMT

Bi-monthly social advertisement hiring campaigns and brand awareness through employee engagement resulted in a 25.93% growth of quality new hires.

Challenge

Arise Cares is consistently looking to build their team of caregivers to be able to grow the number of clients they are able to serve. There is significant talent acquisition competition within the industry.

Research

Refine target segments and uncover their motivations in employment.

Audiences

College Students: Area students who are pursuing a career in health care, social work, psychology or special education.
Middle-Age Caregivers: Individuals, primarily women, who previously held a caregiving position (ex. Nursing). This also includes moms who were previously stay at home moms who are now “empty nesters”.

Insights

College students often look for part time jobs in college that will provide them with experience for their future career. Social advertising is targeted towards specific majors with messaging consistent with the need for “job-related experience”.
Middle-Age Caregivers who are transitioning from full time work (in the marketplace or at home) have the skillset to be a part time caregiver. Through analysis of previous ads, the messaging of sharing love and compassion to clients resonates with this target.

The Solution

Promote employee opportunities through social advertising and supplement the ads with a consistent social presence highlighting the company. Additionally, develop contests as an employee perk in an effort to build brand awareness within employees’ spheres of influence.

Execution

Bi-monthly social ad campaigns are placed, targeting the two primary hiring segments. The ads alternate and utilize custom messaging to resonate with the select audience. The following tactics were also used to aid in the talent acquisition strategy:

Employment perks and employee achievements are highlighted within the social strategy
Hiring posts are featured on LinkedIn, Google+, and Twitter
Contests are run bi-annually specifically for employees. These contests encourage caregivers to invite their friends and family to “like” the brand page on Facebook, furthering the awareness of the brand within the target audience.

Results

Facebook Audience Growth: +304 (increase of 34.08%)
Total Reach of Hiring Posts on Facebook: 51,461 • CPM: $13.87
Total Engagements on Hiring Posts on Facebook: 449
Cost per engagement: $3.33
Website Traffic: 494
Cost Per Click: $1.44
Website Conversions: 555*
2016 Applications: 2284 (increase of 105.40%)
2016 Interviews: 269 (increase of 23.39%)
2016 New Hires: 68 (increase of 25.93%)

Dayta Blog

Fractional Marketing Execution: What is the Value of a Rolling Tactical Budget?

Table of Contents

What is a Rolling Tactical Budget and Why Does It Exist?

How is a Tactical Budget Different from Other Services?

How Does Tactical Pair with Other Services?

Unlock Growth with Dayta

Frequently Asked Questions

Forecasting 2026 Marketing Trends: Dayta’s Six Key Takeaways

Table of Contents

Top Six Marketing Trends for 2026

1. PMAX Made Waves in 2025, but It's Losing Steam

2. Spam Is on the Rise, and It's Hurting Your Visibility

3. GEO Is Here, and It’s Changing How We Think About SEO

4. The User Journey Still Drives Results

5. ABM Is Back and Smarter Than Ever

6. Email Is Getting Better

Feeling Overwhelmed? This Is Where We Come In

Frequently Asked Questions

ISI Case Study

Client Overview

The Challenge

ISI faced several key challenges with limited in-house marketing resources:

The Solution

The Results

Ready to transform your brand and drive measurable results?

How Often Should You Update Your Website?

Table of Contents

The Importance of Keeping Your Website Current

The Hidden Dangers of Not Updating Your Website

When Should You Update Your Website?

Tactical Signs It’s Time to Update

Strategic Signs Your Site Is Out of Sync

Knowing When to Update Your Site is Step One. Planning is Step Two.

Frequently Asked Questions

A Guide to SaaS Product Positioning

Is There a Disconnect Between Your Brand and Product?

Why Isn’t Branding Alone Enough to Differentiate Your SaaS Product?

How Can You Rediscover Your Competitive Edge?

How Do You Align Your Brand Message with Real Product Value?

How to Find Your Product’s Value Proposition

Ready to Sharpen Your SaaS Product Positioning?

Frequently Asked Questions

AI Writing Tools for Marketing: Copywriting for Brand Authenticity

Table of Contents

Are AI Writing Tools Here to Stay?

How Does Copywriting Quality Impact SEO?

Common AI Writing Pitfalls

Practical Tips to Create Authentic Content with AI

Partner with Dayta

Frequently Asked Questions

How to Make the Most Impact with Marketing Budget Optimization

Table of Contents

1. Are you clear on your business goals?

2. How do you evaluate your current marketing position?

3. Have you built a marketing wishlist?

4. Are your priorities balanced between quick wins and long-term growth?

5. Are you budgeting based on impact, not habit?

6. Are you avoiding common traps that waste budget?

7. Have you explored flexible pricing and execution options?

8. Are you investing in foundational systems?

9. Is there room in your budget for experimentation?

10. Could a fractional partner fill your gaps more effectively?

Maximize Your Marketing Budget Optimization Strategy with Dayta

Frequently Asked Questions

10 SaaS Go-to-Market Strategy Pitfalls (and How to Fix Them)

Table of Contents

Is Your Go-to-Market Strategy Set Up to Win?

What Are the Common SaaS Go-to-Market Strategy Mistakes?

1. Knowing Your Audience, But Misjudging Market Access

2. Positioning That Prioritizes Features Over Relevance

3. Targeting Too Broad an Audience

4. Sales and Marketing Are “Aligned” On Paper, Not in Practice

5. Defaulting to Channels Instead of Designing for Buyer Behavior

6. Rushing the Launch

7. Measuring Activity Instead of Impact

8. Ignoring the Competitive Landscape

9. Underestimating the Complexity of B2B Sales

10. Doing it All In-House

Partner with Dayta and Craft a Winning SaaS Go-to-Market Strategy