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Google has given us an entire year to prepare for the update on user experience (UX) that will be making its debut next month.

You read that right – in May 2020, the global search engine, Google, announced that their upcoming upgrade would start to include user experience, among other metrics, to rank site performance. UX will also affect your company’s placement in Google Search.

While user experience will not be the sole factor in your placement, it will become increasingly more important from here on out. Let’s take a look at the main markers you will want to keep in mind for May 2021, so that your site does not vanish off the face of the web (or trickle down to the 2nd or 3rd page on Google).

The highly favored search engine has been preparing for this update for over a year now so there are quite a few opinions on the topic floating around. However, we prefer to get our information straight from the source. According to Google, the user experience update hopes to improve the way we interact with content, and how to decide which pieces are most important to the consumer.

They note: The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.

In other words, Google is going to gauge how useable your site is, especially across different devices and platforms to make sure that the user-friendliest sites make it to the top during your research. How? By measuring your core web vitals, comparing them to your competition, and ranking accordingly. We will show you what this means and the best practices your company can take to prepare.


Core Web Vitals are new metrics that Google is rolling out to measure things like speed and accessibility on any given page on your site. Adjusting your site to fit these standards will impress Google, as well as your clientele! Creating a more enjoyable user experience is Google’s goal for a reason. In order to quantify UX, there are three core vitals highlighted across several sources: page speed, page interactivity, and page stability. Let’s take an even deeper look into what these vitals mean for the future of your site.

Largest Contentful Paint (LCP), or page loading speed, is the first metric that is considered a core web vital. Simply put, this is how long it takes to load the largest piece of content on any page of your site. 2.5 seconds and under is the sweet spot for a good loading speed. If your site is pushing 4 or more seconds, look into your server, the amount of JavaScript on your pages, and make sure you are not using slow time fetching resources. To improve your page loading speed, look into size loading platforms for media-rich pages!

First Input Delay (FID) measures your page interactivity speed. For a successful and enjoyable user experience, the interactive elements on your site, like forms and text boxes, should load and be ready to function within 100 milliseconds or less. If your interactive content loading takes 300 milliseconds or longer, you will need to test and edit JavaScript delays and optimize the code on each page to make the 100-millisecond mark!

Last but certainly not least, Cumulative Layout Shift (CLS), is the core web vital that measures page stability. This is the most frustrating feature for users, for good reason. Page stability means that the elements on any given page do not shift while loading. Every element has a place on each page, and if your site is stable, they will never budge or shift while the rest of your content loads. 0.1 is the goal here, anymore 0.25 or over is going to need adjustments. This is the easy part, you will need to specify the size dimensions of every single image or video on the page for best results. These, among other valuable components, like accessibility across devices and platforms, and rich content, will all be taken into consideration whilst your website is being assessed by the algorithm.


Any time “updating the algorithm” is mentioned, we cringe a little. But the bulk of ranking will still stem from authentic and useful content. Google has made it clear that while the UX update will alter how sites are displayed in the search engine, the content on your site itself, still plays the largest role in ranking. If you already consistently update your content, minimal modifications will be needed.

To quote: While all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar. A good page experience doesn’t override having great, relevant content.


As your marketing mavens, Power On has plenty of tricks to try for a seamless transition into the core web vitals world. The first steps to improving your UX ranking are internal. Optimize each page on your site for speed, reduce 400 errors, and fix any and all broken pages/links as they appear. These each contribute to a negative user experience and drag your site performance down.

After an internal assessment comes a comparison to your competitors. While you may think your site is fine and dandy, your competition could be blowing you out of the water! It is important to check up on your competition to compare speed, SEO health, and so much more. Tools like page speed insights will allow you to search yourself and/or competitors to see where you stand in several areas. Google has released several tools to test, track, and enrich your user experience in terms of Core Web Vitals.

If you are keeping up with the competition, or beating them, you should still analyze your site design for layout shifts and other usability issues. To identify any issues more easily, try using a site like Crazy Egg on your popular pages. We suggest testing at least three of your top-performing URLs to review your usability, site structure, navigation, and more. You can always experiment with additional tools and plug in’s to monitor rankings and other data over time.


Google updates are not new, they just decided to brace us for impact this time around. The User Experience Update combines site functionality with SEO structuring in hopes of creating the ultimate user experience. Successful sites will be enjoyable, equitable, usable, and useful while providing inventive and original content.

Not sure how to get started with upgrading your UX? Power On can help!


2021 is the year of the customer, no doubt. The idea of digital transformation started as a vision but quickly shifted into our reality one year ago. The ever-evolving world wide web is no stranger to change, yet the demand for digital developments has never been higher.

A pandemic and thousands if not millions of panicking businesses later, if we have learned anything this year, is that we cannot always be prepared for what comes our way. Several web trends that morphed into musts, seemingly overnight, all stem from one main goal improving the consumer experience. A business must win the customer over, and Power On is here to tell you how to implement the top trends into your web development for a successful 2021.


Progressive web applications (PWA’s) are one of the top web development trends we will see picking up speed in 2021. Although they are not new, we are seeing an increase in the implementation of PWA’s due to ease of development and the fact that they do not need to be downloaded for use. PWA’s combine the best qualities of code and wifi-less native apps to create an enjoyable, immersive, and reliable customer experience time after time. Regardless of network availability, or device, the front-end technology of a PWA is always available to the customer. If you need help visualizing an example of a progressive web app- think of the online presence of companies like Uber and Starbucks. These apps are available across devices and desktops for a simple and seamless experience across the board. PWA’s are a no brainer for businesses that have an existing web presence, considering PWA’s fall under the umbrella of the world wide web. As a website, all of the search engine optimization (SEO) work you put in was not in vain, PWA’s are relevant to maintaining your search presence and ranking.Progressive web applications can improve web-ranking and even open new markets for your service.


On the other side of optimization, single-page apps are becoming more useful to those looking for a dynamic, real-time platform to share smaller sets of data. Single page apps or SPA’s eliminate unnecessary navigation by providing all of your data on one screen. Think of Google Maps. A majority of the information within the page will stay the same regardless of where you are trying to go. However, by dynamically altering only certain elements within your page (the destination you need to get to), the app can update at a much faster pace, with a much more user-friendly layout. While a web page may take more than 200 milliseconds to load, SPA’s load almost instantaneously SPA’s are great for a linear user journey but do not count on your single-page app to boost SEO performance.


Convenience is key- which is why cloud-based technology is here to stay. In the age of remote work, the cloud is becoming increasingly relevant and necessary. From marketing all the way to remote medicine, cloud computing has transformed the way we have done business in the last year, and it will only accelerate from here. In 2021, we can expect an emphasis on cloud security as more businesses begin to rely on cloud technology to store and access their data on demand.


Is there anything more user-friendly than being able to tell your phone what you want, and it does it for you? That is why voice search navigation is gaining popularity this year. Statistics suggest by 2020 50% of all searches were voice-activated. Voice search navigation allows the user to search, set up appointments, and buy practically anything just by speaking into their device. The user convenience could benefit you, too. In the coming year, it is vital to optimize your page(s) correctly so that your business is one of the first results on a consumer’s voice search.


Artificial Intelligence and automated solutions have vastly improved in the last couple of years, which is why chatbots are seen much more frequently. Chatbots use the information provided on your page to automate an answer to basic questions for first-timers or any other visitors to your site. In 2021, expect bots to cater more directly to human behaviors. Chatbots with more human elements are more appealing to users, making them more likely to return. Implementing automated chat responses also decreases the need for human customer service representatives, all while improving the customer service experience.


Mobile devices and smartphones have completely transformed internet usage. As technology improves, speed is one of the most sought out features- the faster, the better. Accelerated Mobile Pages or AMP is an open-source framework that was developed by Google that is optimized for mobile browsing and created with speed in mind. AMP’s are meant to help develop websites that limit loading time, increase framework flexibility, decrease bounce rates, and allow for mobile search engine optimization (SEO).

Staying up to date with the newest trends creates a world-class experience for users to look forward to, opens a new range of markets for your services, and improves your web ranking. Reach out if Power On Marketing can help your business implement any of these trends.


As technology improves, so does marketing. Once an art of its own, marketing has now morphed into a hybrid discipline combining art and science to create a powerful tool in the age of digital marketing.

Every team needs balance. Start by implementing automated marketing to transform your firm by delivering personalized messaging that will be more impactful and engaging to your customers and prospects.

• Am I bothering my leads with generalized information?

• Are my emails and campaigns generating sales?

• How much contact and personalization is too much?

• How do you automate touch points in a meaningful way?


Automated marketing platforms allow businesses to monitor almost every aspect of a lead’s journey with your company. From social media and website engagement, marketing asset management, and more, your entire team can access all the information available for any given lead. Knowing exactly which recipients are opening your emails and which parts they interact with will increase internal communication and understanding while providing your team more cognizance to nail the sale.

Tracking insights go beyond single contacts. Once you successfully integrate marketing automation into your business, it will become your one-stop-shop for tracking. Reviewing real-time campaign analytics, specific link clicks, and actionable tasks will help identify activity and trends to increase lead retention.


One of the most useful characteristics marketing automation platforms have to offer is that they use cloud-based technology. Just like Apple iCloud, if you update the platform in one place, that information is now instantly available to everyone who has access. This remote access to lead information on demand is exceptionally beneficial in streamlining the communication between your marketing and sales teams.

Cloud-based marketing automation platforms keep everyone on the same page and allow for transparent, real-time communication across all departments on your team. This leads to fewer mistakes and more opportunities to create dynamic content for specific personas.

New leads, key performance indicators, and additional metrics at your fingertips will empower your sales team to close on personalized packages when the perfect opportunity arises, allowing for a more seamless experience for your customers. Not to mention, simplified metrics will illustrate the bigger picture for your entire team to grasp so you can make data-driven improvements.


Automation is a crucial function to look for when choosing the best platform for your small business. Whether it be mindless administrative responsibilities or building long-lasting sales and marketing campaigns, marketing automation tools are there to help your business succeed.

Marketing automation can benefit your small business by eliminating mindless duties while expanding your company’s horizons. For example, improve conversion rates and keep leads hot with triggers and filters to target individual prospects. Add leads to lists immediately, segment lead nurturing by creating personalized subject matter, and get notified when a lead is ready to buy; marketing automation is genuinely a game-changer!

Automation tools like visual workflows and dynamic landing pages facilitate more personalized content that may be more interesting and informative for that specific client.


Combining multiple tools in one platform gives you a well-rounded idea of each marketing strategy you are using and what works for your business. Taking the insights you gather from automation software and implementing changes accordingly will boost your engagement because your prospects will connect with your work more naturally!

Adopting a marketing automation system will level up your leads, boost your return on investment, and increase client satisfaction, all while improving communication and eliminating busywork.

What is holding you back? If you think your small business could benefit from marketing automation software, reach out today!


Did you know that on average, a measly 10% of your total Instagram followers see the content you post on their feed? Do you tend to notice posts from 3+ days ago while you mindlessly scroll down your home page? With this madness, it was only a matter of time until influencers and marketing gurus would dig up how to hack their way up your feed! After all of the speculations that we have come across, Power On Marketing is ready to drop five tips for beating the aggravating algorithm, in no specific order.


As the story usually goes – quality is more important than quantity in life and on Instagram. One of the best ways to hike up your Instagram feed positioning starts with genuine engagements with your followers and who you are following.

Likes are out, saves are in! While any Instagram user appreciates a like on their post, it has become apparent that likes do not really matter. Some accounts cannot even see the number of likes any given post has. Therefore, saving a picture to your collections has become an extremely helpful tracking metric. Not only that, but the more saves a post has, the more likely it is to appear on more of your follower’s feeds, higher up on the feed, and perhaps even make it to the explore page.

Use your words. Friends love to drop a simple emoji under your pictures to show support, but the devil is in the details! Word on the street is that comments that contain more than four words will prove to the insightful algorithm that your content is worthy of more views.

Connect with your community! Interacting with your followers goes beyond saving their posts. There is no harm in direct messaging someone if you like their story. If you are totally impressed with a non-conflicting post, go ahead and share it to your story or send it to someone via DM’s. Shares are like saves in which they can really boost engagement and post placement!


IGTV Series, Reels, and other video-friendly amenities are available to Instagram users, so why not get the most out of these free materials and tools!

Social media is all about brand exposure and trend-setting. Instagram video content allows for exactly that, in a shorter time frame than most.

Video content like a reel is storytelling at its finest, and your brand should see it as an opportunity to pitch your services.

Consumers appreciate realistic ideas of products before making their purchase, and data shows that a buyer is much more likely to check a company’s social media before heading
to their site. That means your page could make or break that sale!


How often do you post stories or go live? Ephemeral content is only available for a limited time, but it can make a huge difference in your brand’s Instagram presence.

Posting content that is only available for 24 hours at a time lets users know that you are present on the platform.

Try to create stories with relevant and exciting topics that promote the use of questions and polls. This encourages more one on one interactions that could form into leads for your company. These short and sweet interactions also increase your personability, which will build trust between you and your clients so they will never second guess if they are in good hands.

Ephemeral content moves quickly, so you must keep up! Try to post at least a few stories a week, if not each day, to keep your audience active.


The more you visit the app, the more chronological your feed will become. We recommend scrolling all the way through your feed until you see the “You’re all caught up!” message. While it can mean viewing the same posts a couple of times, your feed will be more likely to reflect the most recent content.

As we touched on earlier, quality is better than quantity. However, if you are sharing more <STRONG>high-quality</STRONG> content, your followers will inevitably see more of you on their feed.

Life Hack: you can also go to the “Go Live” tab to see how many of your followers are currently online. This creates a better understanding of popular times for you to post and engage!

Play around with optimal posting periods for your niche; you want to post when your audience is most active. Going back to our trick to see how many users are online, once you find a time frame that works for your business, try to post future content around that time as well.


Just like Apple is tracking what you spend so much of your time doing on your phone, Instagram does this within their app! Like most companies, they are more interested in how to monetize from their app than anything.

The easy answer is advertising. People are more likely to see ads if they spend a lot of time snooping around. The longer you keep people on the app, the higher your insights will be.

Get creative – unique content will naturally draw more attention. Sharing more than one photo at once with carousel posts can extend a user’s stay on your page as well!

Again, the longer you can keep your viewers on the app, watching your stories, IGTV series, and creeping down your feed, the more Instagram will reward you!

Conquer the Instagram algorithm in 2021!



So much business is done digitally, from email to Zoom meetings, we are increasingly reliant on our technology to connect us. However, it is essential to remember that we are connecting to human beings when it comes to our marketing. We need to embrace our humanity to create that human connection. We need to act as though the person behind the screen is sitting right in front of you. Effective marketing focuses on appealing to the individual and not creating messaging just for the masses.

Connecting with your audience and knowing their desires and wants is essential for any business to be successful. As the technology age is growing, people often forget or do not realize that marketing and social media, when strategized properly, can rely heavily on the studies of psychology to understand to whom they are appealing.

Many of you might remember a lesson from high school English class on Ethos, Pathos, and Logos. Let’s walk through the three modes of persuasion used to connect to an audience and then delve into how you can apply them to your marketing strategy to increase sales and overall ROI.

TIP! Getting to know your consumer takes knowledge and research. One of the best tips to create a better provider and customer relationship is through appealing to the customer’s senses and emotions.

Ethos is the appeal to someone’s ethics. You can leverage this effectively if you have the right credentials for your brand to do so. Does your brand use all-natural products? Is your business animal testing free? Vegan? GMO-free? Are you considered ethical, and why? Appeal to your audience’s ethics by talking about why your product is better for them, others, or the environment rather than your competitors. The other way to appeal to ethos is to offer a donation to charity for every purchase. Charitable donations boost your standing as ethical in the eyes of other human beings that value helping the community.

Creating credibility for your brand should be a priority, as well. You can apply ethos by being a reliable brand with stellar reviews and a positive reputation. Get creative with how you play on your clientele’s ethical sense using different vocabulary, facts and creating a conversation between your customers themselves, not just between you and the customer. With the proper wording, you can drive your customer straight into your waiting arms and away from your competitors.


Next comes pathos, very similarly applied to marketing as the ethos is, but this appeals to your customer’s emotions instead of ethics, which are separate in human beings’ minds. With pathos, you are less trying to boost your credibility as a brand but instead play on your consumer’s feelings towards your brand and products. Those feelings could be sympathy if you have an excellent ethos appeal, but for the ones who do not have the strongest appeal to ethos, there are other emotions to play on.

For example, let’s say you are a technology software company attempting to sell your consumer protective technology to prevent data hacks and breaches. You might use pathos to instill fear into your customer. This emotional trigger will then, in turn, motivate them to buy from your company out of the fear of potential hacks looming around the corner. Fear and wanting are great motivators.

Scarcity is another powerful emotional motivator. Highlighting an almost SOLD OUT product hits on customer’s FOMO, fear of missing out. FOMO is an incredibly effective driver, especially amongst the millennial generation. Everyone wants to be a part of what everyone else is doing, so utilize that when creating your marketing materials to appeal to that sense of desire and the feelings of being left out.


The last one to consider is logos. Logos is the appeal to logic or reason. Logos is the ideal tactic to utilize when you are appealing to the logical thinker. Have your audience asking themselves:
do I need this? Is this practical? Is this a good deal? If they ask all those questions and the answer is yes, you appeal to their logos. Offer exclusive deals, explain to your customer why they NEED this product. How can it benefit them, do not leave any stone unturned when explaining the benefits of what you have to offer for your client in the present and the long run. These customers who respond to logos need the maximum amount of information you can provide them, so do not be afraid to overshare. Draw on history, statistics, or client reviews to convince your buyer because knowledge is vital for compelling logos marketing.

As marketers and business owners, we must not forget that we are selling to human beings, not phones or computers in a world full of technology. It is time to bring back the human touch of marketing and advertisement; Ethos, Pathos, and Logos are just one example of ways to ensure that our marketing materials will possess the human touch.

Psychology plays an invaluable role in the marketing world because it truly is just studying human behavior. Trend tracking is also a meaningful way to determine how well your consumers might react to the marketing materials you are putting out on the internet and via social media. There are so many different ways to track the results, so it is imperative that your brands try out multiple avenues of appealing to your customer before settling on one strategy. Test different ideas out and see which warrants the best results for you before pushing a full-scale marketing plan with the entirety of your budget.

Watching human behavior and tracking consumers’ trends can help you increase sales and stay on top of your brand’s next big move. Try out Ethos, Pathos, and Logos this quarter and see if you see any difference in your brand’s growth and ROI!

Human connection in marketing is huge! We’re here to answer your questions!


There are typically three different ways that a company can use influencers to spread the word about their product or service while creating brand buzz and awareness. All three of these strategies warrant different results and take a different type of budgeting, so when implementing these plans, take that into consideration.

These three strategies are discounts, product exchange, and paid advertisements, which are all commonly seen throughout social media and influencer marketing. Here is how to leverage your company’s influencer marketing opportunity to its highest potential by following some basic influencer engagement formats through Instagram and any other platform, you may find the presence and need for influencer marketing.


These are the companies that love to slide into the average joes’ direct messages and attempt to sell them something but masking it as a collaboration opportunity. This marketing strategy makes the nonsocial media savvy person feel special. They suddenly are being noticed by a company for what they can offer, and the allure of products makes it hard for them to resist. They did not even realize they looked like they could provide any service to a company. This group of people is not usually a career Instagramer or even taking it up as a hobby.

Turn on the charm and talk to the person about why their profile stood out to you. From there, you can proceed to tell them how you think they could rock your product, and you are willing to give them a storewide discount to shop your products if they promise to post about them! Now here is the catch, this will not work on most people inside the influencer world; that being said, it is a great strategy to target the everyday social media user who does not know the ins and outs of the environment or require payment for posts.

If you try this tactic on a seasoned Instagrammer, they generally will get very annoyed and refuse collaboration since, for them, time and energy is money in their line of work, and you are wasting it. We highly advise not reaching out to influencers with this offer if they are above 5,000 followers. Being an influencer is now recognized as a full-time career option to some, and you have to remember to have a level of respect for that.

If you target the right person though, this can increase your exposure, and you will still see some form of profit since you are not giving away anything for free or paying a creation or service fee. Some companies also will offer a free product but ask the person to pay for shipping. This is great for brands just starting out and getting their feet wet in the beginning stages of their marketing plan, but as you grow, you might want to reevaluate this strategy.


This is where there is an exchange of goods for services on social media or in a blog. This can mean a static in-feed post, stories, videos, IGTVs, blog posts, ad space, etc. Essentially, you offer the influencer a free product that you think they would love or need in exchange for any of their advertisements or services. This one is a little easier to get away with than discounts with a seasoned influencer if your product truly offers value to them, so it is vital to target people within your niche.

Many influencers are willing to work for free if the product has value to them or is worth a substantial price. Primarily to get someone to work for free for you, it has to be something they would like to have – because they are working for free. Creating content, planning, editing, and advertising takes substantial time, so it is crucial to remain in the mindset that they provide you a service. You will commonly see companies that deliver experiences or services that utilize product exchange. It is popular in the travel blogger community to exchange for tourist experiences, hotel stays, and exclusive experiences with a higher cost. Essentially, if what you provide is something a person would typically pay for anyways and is not a luxury item, then there is a pretty good chance you can get many influencers to participate in product exchange.

You will also see this with big-ticket items such as home goods and technology items since they are high priority items for many people, so if that is your company’s niche, give the product exchange strategy your best go!


The final exchange you will commonly see is the one people are most familiar with, paid advertisements. These are the brands that pay for posts, stories, videos, or anything else you can imagine for sponsorship. When a brand is paying an influencer to advertise their product through experience, usually one-time posts do not see a large return. Still, if you are going to invest the money into an influencer, you might as well invest your time into them.

Create a relationship that spans for a longer duration of time. The more you get your product in front of an influencer’s audience, the more likely they will buy into what is promoted. It is all about the commitment to a repetition of exposure, and if you are going to put your money into this kind of advertising, you have to remember that it is a slow return process sometimes. This form of advertising is not just for the more prominent corporations; there is a range of influencer levels, which means people with different rates are willing to negotiate! If your budget is not as large, do not abort the mission on paid advertisements. You would be surprised by the number of micro-influencers you could implore that are not as expensive as what companies commonly assume influencer marketing costs.

Whether your company is large or small, you have the opportunity to try out all of these different influencer marketing strategies and see which one works best for your brand. Since the influencer world is so new and people are just beginning to discover influencer advertisement’s depths, it is still such a trial and error process. Be prepared to crash and burn a few times before you find what gives you the best return on investment and what suits your company’s feel best in the digital marketing world. Influencer marketing is the newest digital form to try out, and trust us; it is worth a go.

Need help getting started? Contact us today!


The question often arises nowadays: how do we keep winning them over as consumers are becoming more and more complex.

The consumer has become more aware when it comes to marketing approaches but also more economical. Gone are the days where you can trick your consumer into purchases, now you need cold hard facts. Everyone now has information right at their fingertips with technology, so the marketing game has changed.

Let’s review five strategies that should help you increase sales and overcome the competitors in a highly concentrated market.


By looking at the ideal customer in the market where you do business, you can acknowledge the sort of problems your customer is facing that you can solve. If there is a solution out there for a specific problem, the customer will pay for a readily available solution.

Research has shown that sometimes the customer is aware of an existing problem. However, because it’s minor and, most importantly, because they know there is no solution, they do not pay attention to it. You need to show them that a solution exists. There is a high chance that, in this case, the customer will remain a loyal consumer by knowing you’re the only one able to provide the solution they require.


You need to make your customers enjoy purchasing from you by offering them more benefits. Most important is to provide them with the benefits they need and the benefits they want.

Offense within marketing is trying to take loyal customers from the competitors by attracting them with different deals or promotions, which is very good. However, you’re not able to concentrate on defending your customers from the competitors, who may come up with a different strategy to snatch your loyal customers. You have to choose carefully what type of strategy you decide to use in such a concentrated market.


This is a more complex step where you need to focus mostly on doing market research on your competitors to determine the right price. It’s imperative to remember that the value perceived by the customer determines the price you set on a particular product or service. If t he customer does not see your product being worth more than $20, he will not be willing to purchase for a higher price.

  • You may need to take into consideration certain price variations that are on the market.
  • How much is a specific benefit of your product/service worth in the market you’re doing business in?
  • Why are the competitors willing to pay so much or so little?
  • Why are the consumers willing to pay so much or so little?

These are questions that you need to consider even before the product’s actual production or the implementation of the service.


If a new customer has just purchased your product, this should not mean the end of the relationship between you and the customer. Once the customer has been attracted, you need to focus on retaining them by showcasing how beneficial your product/service can be to their problem or quality of life.

It is all about keeping a strong relationship that will eventually lead to the consumer becoming a loyal customer, one who will not choose the competitor’s lower-priced product over yours. Offering the client more than a product: You have offered them a solution that is perceived as valuable.

Remember that the first impression is the key aspect because most consumers decide on a particular product in five seconds. The ideal customer is far more likely to purchase the product if they see it in action. Make sure that in your advertising campaign, you have a video that shows how the product functions and how it can be a solution to the customer’s problem.

As mentioned before, communication with the customer is simply the key in this section. If you are willing to listen to the customers and adapt your product/service for their needs and wants, they will remain with you because they trust you as a business to solve their problems. I hope that these five strategies can help you push your sales, products, or services in the remainder of the year and on a long-term plan. It is imperative to remember that analyzing all the information you can get your hands on is key. You may find a small gap within the market or segment that has a problem to which the market has not yet responded with a solution (product or service).’

Need helping getting started? Contact us today!


In our current uncharted territory, everyone’s business is subject to rapid change. Here at Power On Marketing, we highly advise a plan that is proactive and a plan that will adjust and adapt as you lead your company and team during these unprecedented times and in the future. The way we speak to customers, and manage brands is changing, don’t get left behind.

Finding your voice during such tumultuous times can be a struggle. It becomes even more difficult during a landscape that is changing daily. With the challenge, though, comes opportunity. Businesses are presented with the chance to show their integrity and also what they stand for. All of this though has to be done sensitively, to not make light of present situations or turn people away. When selling a product or service well-suited for these difficult times, there is a fine line that does not come off as exploiting tragedy and chaos.


Your customer may never know how your business reacts to these events internally, but your social media and marketing are at the forefront. The face of your company is what foot you put forward online. Marketing sets the tone for how customers will perceive the brand during difficult times.

We want to provide you with a four-step plan to define different scenarios that are arising, monitor customer’s reactions, and plan forthe upcoming marketing changes caused by the issues throughout the world and society.


Define theoretical best, worst and moderate scenarios that could play out during the crisis from the perspective of the business, its customers, and critical partners. Work with peers in other departments like HR and finance to develop the scenarios as they apply overall to the business. However, marketing must not rely simply on the high-level corporate scenarios but must go further for their department and brand. Marketers must drill down to identify the specific challenges that customers, the brand and the marketing organization could experience in each scenario, and identify actions to take. For example, if the best case “business as usual” scenario involves ad purchases during the Tokyo Olympics or an industry tradeshow, a worst-case scenario in which that event is canceled should identify alternative ways to reach customers.


Long before the coronavirus emerged, consumer trust in both government and large brands had begun to erode. People want any excuse to shop local or support small businesses. The current climate has made it even more of a plus to shop smaller, and we see smaller brands emerge from the ashes. Here are some ways to use that in your marketing tactics and keep the ball rolling:

Listen. Now more than ever, it’s essential to know what customers feel and do, and why. Determine who your ideal customer is and make sure you are speaking to them, but unlike the ways of the past, don’t just speak to one person, but make sure not to exclude other voices that might vary.

Stay true to your brand, but don’t alienate. When marketing your brand needs to support customers while still staying true to what you stand for also but what you can and cannot deliver at this time


During a crisis, it is highly likely to see hiccups in the average production of daily activity for your company. Nothing is business as usual anymore.

In the marketing industry, we have to adapt clients messaging to reflect the mishaps and realities as they roll out day by day. So it is more important right now than ever to be ready to go with the flow and think quickly on your feet. Some steps to take to make this process either could be:

Avoid promises. Set realistic goals and realities for your customers, so you do not over promise and disappoint. Evaluate current policies and consider rational changes — for example, allowing cancellations or extending payment terms.

Go fully digital. Now is a better time than ever to promote yourself online. Make sure people can shop for your company online and that your social media presence is accessible.

Increasing your digital marketing budget. Prioritize your spending, and do not forget to include all things digital for it to adjust to this technology world-driven shift.


Now that you know changes are right around the corner shift your marketing plan to address them. With preparation and awareness, you will not only succeed but thrive in what is being seen as such a trying time.

Anticipate the future and create suitable action plans to stay ahead of the market disruption pick value-added partners.


Finding relevance in the online marketplace begins and ends with a targeted and focused effort on keyword combinations and quality content, which is the focus of Search Engine Optimization. Look at the internet like a chamber of commerce, and the keywords as a representation of the committees, meetings, and other activities you can target for new business development. First thing is that there must be a plan to engage those activities that would give you the best benefit to growing your business, and second is that you must show up and engage those activities in a credible and accountable way. Over time the effort not only puts you and your business in a viable position within the community, that position has been earned and is deserved due to the work put into it. The digital marketplace, unlike some commercials we see late at night, also takes time and focus to become a viable business channel and Search Engine Optimization is critical for long term ROI.

So, our first objective to help define the value to your business Search Engine Optimization can have and how it can deliver results to the bottom line. Here is a quick list of the SEO value that can be expected:

  • Focus your online position
  • Target qualified business opportunities
  • Earn Organic “Free” traffic looking for your services
  • Allows for an ability to analyze web resource performance.
  • Cuts down Performance Based Advertising Budget so company can grow.

So, with all of these benefits available and the ability to finally put a measurable ROI on the performance of your resources it is clear that Search Engine Optimization is important for those companies who have a plan and need a way to measure growth. It doesn’t always have to be a big investment, but if there has never been an effort to engage the search engines with a targeted keyword focus then you can expect there to be a setup fee related to the work needed to edit and organize your existing resources with the appropriate purpose. It is important to make sure that you have a Search Engine Optimization Assessment before you get going as it will greatly improve your ability to keep the hours down to a minimum and save money on development.


In today’s day and age it has become more imperative than ever to build strong meaningful relationships with your customer base.  The days of selling a product or service and moving on to the next client are over if you wanted to keep loyal customers?  With the events of the last decade (9/11, Katrina and the financial crash of 2008) consumer buying behavior has shifted.  Things that customers took for granted are now uncertain in their mind.  Companies that have been around for over 100 years are no longer in business.   Now customers are looking for a more meaningful connection with the companies and people they do business with.  This connection needs to be cultivated and maintained through every aspect of your client’s interaction with your company.

The key to making this connection is to truly understand who your client is and how you can structure your services and communication to better relate.  In trying to identify your ideal client base, don’t stop at revenue size, employee size, or vertical.  Go beyond that, segment your ideal clients further by understanding their working hours, business goals, strategic direction, and utilization of social media, decision factors to buying and their expectations of service.  For example, if your ideal clients are teachers, then you need to make sure you are open after 4pm when they can work with you.  If your ideal customer is a small business owner, get to know their business and how your service can help them achieve their business objectives.

Relate your products and services in terms of the solutions they need to make their business more successful.

Once you have a full understanding of who your ideal client is and how your services can benefit their business, you have the tools you need to test your current process to make sure it meets their needs.  Take a moment to walk in the shoes of your ideal client and buy your own products/services.  Take notes step-by-step of what you had to go through, and whether or not it meets your expectations.  Don’t forget for the moment you need to be pretending you are your customer.   Now take all this information and the customer specific information you gathered and restructure your business model that focuses on customer centricity to improve each stage of your customers experience.

Power On Marketing