FROM THE BLOG

If you’ve been following this series (thank you!), you know we’ve arrived at a favorite topic: SEO. Search Engine Optimization tops our list—not because we’ve mastered the elusive art of first-page organic rankings, but because the pursuit of ranking higher drives us to improve daily. For those new to SEO, it only became essential in recent years. Google, like its competitors (Dogpile, Safari, Bing, and others), aims to deliver the “best” results for every search—no matter how obscure. Naturally, companies scramble for a coveted spot on page one since most shoppers don’t look beyond it. This sparked an SEO arms race, with agencies worldwide claiming to have the "special sauce" (timing, techniques, maybe even a little magic) to boost website visibility and drive traffic. But the truth is, only Google knows its formula, and they keep changing it under the guise of improvement. Of course, this conveniently boosts their ad revenue by encouraging paid placements. The good news? You don’t need to chant magic keywords to enhance your site’s visibility. There are plenty of low-cost, high-value strategies to improve your natural ranking. Start with a thorough website audit and keyword research to uncover opportunities. This might mean optimizing on-page elements like image meta tags, headings, and content, or tackling off-page efforts like building quality backlinks. From there, we’ll create a tailored strategy based on your goals and audience, monitoring performance and fine-tuning along the way to ensure success. You can attract more visitors and boost your site’s visibility—no wizardry required! ⬇️ https://www.with1vision.com/services#DigitalMediaManagement

Yes, SEM absolutely deserves its own spotlight! It’s not some overlooked, red-headed stepchild of Search Engine Optimization (SEO). I can say that—I used to be a redhead. Search Engine Marketing (SEM) is a powerful tool for driving targeted leads and sales through your website. Done right, it delivers quick results, precise targeting, increased visibility, and an impressive ROI (return on investment). So, what exactly is SEM? It’s all about boosting a website’s visibility on search engine results pages through paid advertising. Think of it as giving your business a front-row seat in the dynamic marketplace of search engines. SEM generally encompasses two key strategies: Pay-Per-Click (PPC) Advertising : Here you bid on keywords relevant to your products or services. When users search for those terms on platforms like Google or Bing, your ads can appear right at the top of the results, catching reader’s attention even before organic listings. You only pay when someone clicks on your ad—hence, “pay-per-click.” Display Advertising : While PPC focuses on text, display advertising takes a more visual route. This involves placing eye-catching banners or interactive ads on websites within networks like Google Display. By targeting specific demographics, interests, or even particular websites, you can get your ad message in front of the right audience at the right time. At 1Vision, SEM is as much art as science. We start with in-depth keyword research to uncover high-value search terms tailored to your business. Then, we craft custom campaigns that target demographics, interests, and locations. Our Digital Media Specialist closely watches performance metrics, tweaking bids and strategies to ensure your budget works as hard as possible. Whether your goal is brand awareness, website traffic, or lead generation, there are SEM techniques that can help. Over time, SEM can feel like a trusted and productive member of the marketing family.

Growing up, we didn’t really have a budget—we had a father. Requests for frivolous items or fleeting joys (no matter how much I begged for candy) were met with a sympathetic smile and a gentle pat on the head. Looking back, I realize dad was teaching me the value of deferred gratification and the art of managing resources wisely. Perhaps that’s also where I learned the importance of investing in what truly matters. In today’s world, content is king, and creating impactful content requires the same discipline my father had: focusing on what’s essential and resisting the temptation to let distractions drain time and money. To clarify, I define “content” as any media that communicates a message. This includes blogs (like this one), podcasts, social media posts, websites, videos, and ads. The best content reveals something genuine about its creator, leaving the audience feeling like they know them better after engaging with it. Great content is relevant, original, authentic, engaging, and actionable. It should inspire the audience to act while resonating with their needs and interests. Informative blog posts, entertaining videos, or engaging podcasts can be developed with creativity and expertise, capturing attention and driving action. Importantly, you don’t need an extravagant budget to create meaningful content. By using cost-effective distribution channels and repurposing content across multiple platforms, you can amplify your message and maximize your reach without overspending. It’s a great mentor/parent lesson: prioritize what matters most, focus your efforts, and invest wisely. Whether in managing a family’s finances or creating communications content, the principle remains the same.

Successful companies do. Successful companies typically allocate a growing percentage of their total revenue towards marketing and advertising expenses. Is that self-serving advice? YES, if you hire marketing professionals! Is it true? YES, as backed up by experience and research (below)! Of course, this percentage can vary based on the industry, business size, and specific marketing goals. By industry, here are some reported average expenditure percentages. 1 INDUSTRY MARKETING BUDGET (% OF COMPANY REVENUE) Banking/finance/insurance - 9.49% Communications/media - 14.27% Consumer packaged goods - 25.19% Consumer services -11.74% Education - 11.50% Healthcare - 6.80% Manufacturing - 3.75% Pharma/biotech - 12.83% Professional services - 7.08% Real estate - 10.61% Retail wholesale - 14.52% Service consulting - 21.00% Tech software/platform - 11.80% By devoting a significant portion of their operating budget to marketing and advertising, successful organizations can continuously drive brand awareness, maintain customer and donor loyalty, and drive growth. Are you? 1 Marketing Budget: How Much Should Your Team Spend in 2024? [By Industry ]; June 17, 2024; The CMO Survey , Statista, September 2023 release date, 316 respondents https://blog.hubspot.com/marketing/marketing-budget-percentage#marketing-budget-percentage ;

Dear Friends and Clients, Today, I have exciting news to share about the future of 1Vision and a heartfelt milestone for me and for Dani. After 40+ incredible years of advancing products, organizations, and relationships and doing battle with the fearsome Oxford comma, I (Blake) will be retiring from 1Vision’s day-to-day responsibilities as of Feb. 28, 2025. This transition to Dani’s workload has been years in the making and some of you even noticed! 😊 While I will continue as CEO, my focus will shift to retirement and new challenges. "It’s with humble gratitude for the grace of so many that I am at this happy point in my life. It’s been a wonderful ride! ‘They’ say, ‘The best time to plant a tree was 20 years ago. The second-best time is today.’ So, I plan to get busy digging." If you’d like to send me any well-wishes, or instructions concerning a shovel, I’d enjoy hearing from you. Please email me at this address . I have no doubt that 1Vision will continue to thrive under the exceptional leadership and ownership of Dani Gordon, who has proven her ability over the last three years to promote brands and deliver outstanding results. Dani will become President with my retirement and assume all client contact moving forward. Her purchase of the company demonstrates her commitment to our clients and serving their future communication needs. I’m excited to see her grow her vision, gather a team of professionals, and help solve client obstacles. As evidence of the renewed energy and emphasis, take a look at our new site here . Send her congratulations here . Thank you for being part of this journey with us. Raise a glass to an exciting new chapter for Blake, Dani, and the entire 1Vision team. Wishing you all the best and God’s blessing, Blake Conover For the team at 1Vision Communications P.S. This is a good time to update your email records.You can delete Blake’s work email address effective at the end of the month. To reach Dani, use dani@with1vision.com . Thank you!

Like your average Marvel superhero, social media’s power can be used for good or evil! Read on to learn what else they have in common. Social media is a powerful tool for reaching and engaging your target audience. It’s integrated in our lives. (We don’t need a research study to validate that!) Are you using it for your company or organization’s benefit? At 1Vision, we understand the importance of creating a strong social media presence that captivates your audience and drives meaningful interactions. It is that last sentence that I’ll focus on. Captivating your audience and driving meaningful interaction… that’s Ironman’s suit, Captain America’s shield, Thor’s hammer, etc. Every post we make must have the potential of being our best one yet in terms of reposting, commenting, liking, saving, clicks, mentions, DMs, tagging, post duration, responses and other metrics. Oh, did I forget to mention follower-growth, too? Want your social media to cash a Hulk-like shadow? You should begin by conducting a comprehensive audit. Ours would help you assess your current social media channels to identify areas for improvement and opportunities for growth. From there, we develop a customized strategy that aligns with your brand identity, messaging objectives, and target audience preferences. This may include creating engaging content calendars, implementing paid advertising campaigns, and leveraging advanced targeting options to reach specific demographics or interests. Throughout the process, we closely monitor performance metrics and adjust our approach as needed to maximize results and drive continuous improvement. It doesn’t have to be complicated, but it does have to be thorough. Another commonality with Marvel? 1Vision can play the role of Professor X, the wise guide and leader of all the X-Men (that’s you in this analogy) who use their diverse and awe-inspiring strengths to protect humanity.

Clear, concise, and compelling marketing material is essential for nonprofits and small businesses aiming to grow. It’s not just about looking good or ‘on point’; it’s about connecting with your audience and moving them to action. Take, for instance, an animal shelter had struggled to find pet adopters. By revamping its newsletter with heartwarming stories and ‘easy sign-up options’ at adoption events, it doubled its email list and saw a surge in adoption inquiries. The key was reaching people with content that truly mattered to them. To get started, focus on building a quality email and text list. (In the next 5 years, you’ll be glad you have the resource built to use the coming SMS capability.) Make it easy for people to sign up on your website, at events, or even in your physical space. But remember, your list is only as good as the value you provide, so craft informative AND enjoyable newsletters that people look forward to opening. Share success stories, offer helpful tips, or give a behind-the-scenes look at your work. Don’t just send updates—send something worth reading. And don’t neglect your sales literature. Remember those tired-out, un-modern uncles of the marketing world? Update brochures, flyers, and other materials regularly to further embed your brand while you reflect current offerings. Don’t forget to refine your processes to make follow-ups smooth and personal. It’s these efforts that help convert leads into loyal supporters or customers. If you aren’t improving, you’re falling behind.

We all have experienced shame, fatigue, frustration, and a cosmic disconnect – when attempting to use some websites. As communications professionals, we should strive with all our might never to let our customers have that outcome when visiting our sites. Yet, it can and does happen. Optimizing your website is a key factor in delivering a strong user experience (UX). For small businesses and nonprofits, ensuring that visitors can easily navigate and interact with your site can make a significant difference in engagement and response. As consumer expectations shift towards more seamless and intuitive online experiences, focusing on UX can help your organization stand out. But sometimes you just need a little help or perspective. Sometimes a fresh set of eyes (like an agency’s) can see the potential hassles and potholes ahead. We start by evaluating your site’s navigation. Personalizing content based on user interests or behaviors can also create a more engaging experience, helping you connect with your audience on a deeper level. Additionally, optimizing for mobile devices is essential, as more people are using phones to browse the web. Implementing changes and testing different approaches without needing extensive technical skills is a part of the ‘drag-n-drop’ software we offer. Taking control of your site’s user experience allows you to make timely updates, keeping your content relevant and accessible as your organization evolves. You can improve visitor satisfaction and support the goals of your organization, whether that’s driving sales, increasing awareness, or expanding community and stakeholder reach, by optimizing your website UX. Don’t sleep on this one! 

Marketing is like golf – a really good scorer will master both the long- and the short-game. In our venue, this about the short game as winning individual customers and the broader approach about influencing the masses. Using this ‘complete’ game will be beneficial and is crucial for small businesses and nonprofits to grow and get noticed. Putting a portion of your budget, year over year, into outreach can really pay off. Here are some affordable, high-impact one-to-one ways to boost your efforts: Social Media Marketing: (more details coming soon) Use Facebook, Instagram, and LinkedIn to interact with your local community, share promotions, and build brand awareness. Sponsoring Local Events: Team up with local events or community groups to show your support and get your name out there among event-goers. Email Marketing: Send personalized emails to local customers and supporters with special offers or updates to keep them engaged and coming back. Local SEO Optimization: Make sure your website is optimized for local searches so potential customers can easily find you online. Traditional advertising methods (less targeted, more broad) like outdoor ads, radio spots (including channels like Spotify and Pandora), and TV commercials are still important. Outdoor ads catch the eye in busy areas, radio ads still reach listeners, and TV commercials increase brand visibility. Short TV spots (5-15 seconds) that run online and in search results can also extend your reach to digital audiences. Using these traditional methods alongside digital marketing can boost brand recognition, build credibility, and reach a wide range of consumers often missed by digital-only approaches. By investing in both strategies, small businesses and nonprofits can connect with their community, attract more traffic, increase brand recognition, and ultimately boost sales and donations, integrating both their short and long game well.