Passive buyer advertising vs active buyer advertising at a mall

Houston Advertising Basics: Active Buyers And Passive Buyers

Advertising is a highly valuable component of your Houston business marketing strategy. As a Google Partner marketing agency, we have extensive knowledge and experience advertising different businesses on Google, and a lot goes into executing a successful Google Ads campaign. In this marketing blog, we will discuss one facet of Google Ads marketing: targeting active buyers instead of passive buyers.

The Difference Between An Active Buyer And A Passive Buyer

Before we get into the strategy behind targeting active buyers, it’s important to define them.

An active buyer is someone who is already aware that certain products or services are available. They are also educated on their value and are aware they have a current need for said product or service.

A passive buyer, on the other hand, is typically unaware that a product or service is available and they are certainly unaware that they could find value in said product or service. 

Your Houston Business Google Ads Campaign Should Target Active Buyers

Although you can technically target passive buyers–and we have seen small businesses do this–we always recommend that our clients, instead, target active buyers. In doing so, business owners will see a much better ROI and generate more leads.

Television commercials and magazine ads, for example, tend to target passive buyers. Although advertisers may have a vague idea of who might be viewing the medium they advertise on, there is just no way to know for sure that viewers are actually active buyers. Even if they were, chances are they will just block out your ad because they see hundreds of ads a day. By following this antiquated approach, you’ll spend more money and see little ROI. Google Ads, by contrast, are designed to target active buyers.

How Does Google Ads Target Active Buyers?

Google Ads is unique in that you can set your own parameters based on the buyer persona you come up with that you know is highly likely to purchase your product/service. Most evidently, one of these GoogleAds parameters is search behavior. By targeting buyers based on their search behavior, you can make sure those buyers who have searched for a product or service like yours actually see your ad. When they do, they become more likely to learn about you and, if you have a winning marketing strategy, they will convert into loyal customers.

By getting your ad in front of the right audience, you are able to generate high-quality leads that are more likely to convert.

Our Houston Marketing Agency Is Here To Expand Your Business With GoogleAds

As a Google Partner marketing agency based in Houston, we have extensive ad experience with companies in several industries. When you are ready to advertise your business to potential customers who intend to purchase, then please contact us so we can launch an effective GoogleAds campaign for you and track its performance.

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Houston Web Design Mistakes You Might Be Making (Part 1)

Houston website design is critical in a successful marketing strategy, and web design is not exclusive to a solely digital marketing strategy. When it comes to any marketing strategy, your website needs to serve as the anchor that makes it easy for leads to convert, so in this blog, we will discuss 3 website design mistakes many business owners make, which could be hindering their success.

1) Your Website Design Is Not Mobile Friendly

Today, about 70% of web traffic takes place right on our mobile phones, so if you want your business to succeed and grow, then it is absolutely crucial that your website is designed to look and function well on mobile devices. If you don’t follow a mobile-friendly web design, then you are essentially letting your competition have the potential customers that would otherwise belong to your brand. 

At INFINI Marketing, we follow a mobile-first approach to web design, which means we design your company's website with mobile browsing in mind. Once the mobile version is to our standards, we will then proceed with designing the desktop and tablet versions of your website. A mobile-first approach lends itself to ease of navigation on all screen sizes.

2) Your Houston Web Design Has Too Much Or Too Little Going On

Some websites are simply cluttered. They have text and images everywhere in a very disorganized manner and don’t have enough white space. Other websites are the opposite and, instead, have too much white space and not enough valuable information. 

By entrusting your Houston website design to our marketing agency, we will follow a very methodical approach in your website design that begins with a central brand message that is expressed across the rest of your site. We also design it in a way that caters to both types of communicators: those who prefer to skim and get the big idea at once, and those who like to know the details at once. 

3) Your Website Has No Clear CTA

The ultimate goal of your website is to generate leads and increase conversions on your behalf. In order to do this, you need a proper call to action (CTA). Often, the reason you aren’t generating leads is that you don’t ask them to do anything. Your audience needs to be told what to do through your CTA, such as “Book an appointment” or “Get a free quote” which takes them to a form fill that saves their information. By saving their information, you can tailor your marketing strategy to your audience at whatever phase of the purchasing funnel they are in.

Make Your Houston Web Design More Effective With INFINI Marketing

Do you find that your website exhibits any of these mistakes? If you would like to improve your Houston website design, please contact our marketing experts so we can discuss your goals and develop a custom website design strategy.

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How Houston SEO Works And Benefits Your Business

SEO (or Search Engine Optimization) is often viewed as outdated or unnecessary when social media exists, but the truth is that a good SEO strategy will truly set you apart from the competition, especially when your social media marketing strategy is one that complements your SEO. In this article, we will discuss how SEO works so you can gain a better understanding of why relying on a marketing agency to manage your SEO is beneficial to your business.

What Exactly Is SEO?

SEO is an area of marketing that deals with driving organic traffic to your website. What is organic traffic? Essentially, it is unpaid traffic, which takes a lot of hard work but is well worth it when you get the hang of it! Today, 97% of consumers learn about new businesses by conducting a search on search engines such as Google, Bing, or Yahoo. Your Houston business needs a solid SEO strategy because this is one of the most effective ways to be found by new customers and build your credibility as a business.

What Makes Houston SEO Work?

How SEO works is a bit confusing, but we’ll simplify it. Basically, search engines utilize “bots” of code that “crawl” the world wide web. Crawling means they scour the web to find new content/new websites as well as check up on older sites. This is how your website is found in the first place. But when it comes to Houston SEO, it’s not enough to just be found by bots; you need to make your website more visible, meaning you need to make sure that bots are crawling your website OFTEN. This is because, the more often they crawl your website, the better understanding they gain of your business and can, therefore, link your website more often on relevant search queries. What happens when you show up on more relevant searches? Your SEO rank improves and you generate more leads!

Boost Your SEO Rank

Once your website has been found by bots, it’s time to really hone in on your SEO marketing strategy by evaluating and improving your Houston website design so it's user-friendly and mobile-friendly (both factors impact your ranking). It will also be time to write SEO-friendly content for your new site and on your social media, which not only signals to search engines that you are regularly updating your website, but also further increases website traffic.

Ready To Increase Your Search Engine Visibility? Our Houston Marketing Agency Is Here To Help

Contrary to popular belief, SEO is here to stay. Search engines are regularly changing their algorithms to ensure that only the best, most reputable websites are placed on the first page of search results at any given time. It’s tough to make it to the first page, but our Houston marketing agency is here to get you to the top of search results by managing your SEO for you. If you would like to improve your SEO ranking, then please contact us so we can discuss a plan of action with you and create an SEO strategy that generates more leads.

Google Ads dashboard view Houston business marketing strategy

Three Advantages Of Google Ads For Your Houston Business

Google has redefined how entrepreneurs market their businesses. Today, it has become essential to advertise on Google if you want to expand your Houston business. In this marketing blog, our Houston marketing agency will discuss 3 advantages of advertising your Houston business on Google.

1) Your Houston Small Business Will Reach Active Buyers

In marketing, we identify two types of buyers: non-active buyers and active buyers. A non-active buyer is someone who is unaware of your product, and often because they are unaware they even need your product.

An active buyer, on the other hand, is someone who is already aware of your type of product and they have a need for it as well, so they are in the process of searching for it on Google and comparing different brands and offerings. By advertising on Google, you can ensure that buyers who actually need your product know that you offer it and seriously consider buying from you. 

2) Google Ads Are Highly Targeted

Most digital advertising is targeted in that when you begin a campaign, you are able to decide who sees your ads. You can target viewers based on demographics (age, gender, zip code) and psychographics (interests, hobbies). However, Google takes it a step further by allowing business owners to target viewers based on their unique search behavior. Google achieves this by utilizing your audience’s search history and web browsing behavior in order to identify whether they qualify as an active buyer. If they are, Google will make sure they see your Google Ads. 

3) Google Offers Re-Targeted Marketing

Often, an active buyer may stumble upon your website because they saw an ad, but they do not complete the necessary action that makes them a lead–such as filling out a booking form or providing their email address–and exit your website beforehand.

Perhaps your Houston web design just wasn’t effective (which is often the case) or your potential lead had to go run an errand and then forgot to return to your website afterward.

Until your leads convert into customers, it is extremely easy to forget your business even exists, unless you opt for re-targeting. By utilizing data that we all make available to Google, you can use Google as a way to retarget those visitors. These special re-targeted ads drive visitors back to your website with an irresistible incentive.

Ready To Execute A Successful Google Ads Campaign? Our Houston Marketing Agency Will Gladly Do It For You!

As effective as Google is, there are some challenges with kicking off an effective campaign, so our marketing company, which is a certified Google Partner, will gladly discuss your advertising goals with you and ensure you get an effective campaign out of Google Ads. If you would like to expand your Houston business with Google Ads, then please contact us. We would be happy to help expand your business!

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Why Trust A Marketing Agency With Your Social Media Strategy

When it comes to your social media marketing strategy, there are plenty of ways to go about it. In fact, when done well, 84% of marketers are able to encourage more traffic by dedicating some time to social media, according to Hubspot. Further, implementing a social media marketing strategy helps boost brand recognition and your Houston SEO rank. Although many local businesses try to manage their social media themselves, here are 3 reasons why it’s best to leave your social media presence to a Houston marketing agency like INFINI.

You Can Focus More On Running Your Houston Business

Contrary to popular belief, managing your social media takes a lot of time. As a business owner, you should be focused on working with your customers and providing them with your valuable product or service. When you aren’t facing your customers, you would likely prefer to spend that time thinking about how to make your business even better. For us as a Houston marketing agency, though, our job is all about expanding our clients’ businesses together.

Our Marketing Agency Can Expertly Interpret Analytics & Adjust Your Marketing Strategy As Needed

Marketing involves plenty of testing and assessing. Reading marketing analytics and, more importantly, correctly interpreting them, is key to executing a winning social media marketing strategy. When you entrust our Houston marketing agency with managing your social profiles, you can rest assured that our team will regularly assess the performance of the content we post on your behalf so we can determine how effective it is. Based on what the data says, we will use this information to always improve the efficiency of your social media content marketing.

We Are Fully Dedicated To Your Social Media Page

In addition to giving you more time to run your business and constantly improving your content marketing, we are fully dedicated to your social media page. Upon becoming our social media client, we will regularly do the following:

  • Think of a design/theme for your feed, especially if on Instagram and sketch it out
  • Think of the type of topics your page should post about
  • Design your posts and place them in a software that allows us to see what the overall design looks like; make adjustments if necessary
  • Determine what day/time to post
  • Schedule weekly posts
  • Engage with your audience
  • Evaluate performance and make changes to the content as needed

INFINI Marketing Is Here To Meet Your Houston Social Media Marketing Needs

Social media is a cost-effective way to boost brand recognition, audience engagement, and expand your business. If you would like to implement an effective social media content strategy, then please contact our marketing company. We look forward to working with you and helping you expand your business!

INFINI Marketing - Houston Marketing

At INFINI Marketing, the team combines our talent and expertise in Branding, Technology, and Digital Marketing in order to help you expand your business. We ensure the strategy we develop for you is holistic and scalable so that as your business expands, your strategy can, as well.

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