Category Archives for "Digital Marketing"

May 10

5 Ways To Increase Traffic To Your Site

By Maria Pesin | Digital Marketing , Vibe Consulting

One of the big concerns for my clients has been building traffic to their website.  Either they are just starting out or do not know where to begin.  There are many reasons for that.  Usually it is because there isn’t a consistent and compelling strategy.  The following ideas will help grow you traffic.

  1. Work on your SEO – I work with a digital marketing person who isn’t a big believer in putting to much effort into SEO.  However I disagree.  According to market expert, Sujan Patel “The top 6 search engines were responsible for 34.8% of site visits, compared to 25.6% for the top 13 social networks”.  There is no doubt about it that most people do searches to find products and services.  If you don’t rank highly then you won’t be seen.
  2. Advertise –  Of course this one is pretty obvious but you would be amazed at how many people don’t do it. Paid search and social media advertising are all great ways of attracting visitors.
  3. Social Media Marketing – Placing great content on social media platforms will increase your audience and if you have a good following you can then you can promote your product as well on several sites such as: Pinterest, Instagram, and Facebook.
  4. Influencers –  These are people who have followers as little as 1,000 and as many as a million.  When you get influencers to wear your clothes or write about you on their blog (depending on how wide their audience is and how engaged they are) will find you pops of people clicking to your site.
  5. Tell a story –  Telling a compelling story about your brand will hook people in and motivate them to come to your site.  It is an important part of any marketing strategy and where you will create an emotional connection with your brand.  My client “Rhino Flops” has a wonderful story.  The designer and founder is from South Africa and is very involved with the Thula Thula Rhino Fund.  As an ex-fashion buyer from Henri Bendel she wanted to start a sustainable brand of very creative animal inspired flip flops that also raised money so that a portion of her profits went towards the Rhino Fund.  She has launched her brand and is already building her audience.  What is your story?

Remember a combination of different strategies that are focused consistent and often that will form a synergy to that will drive traffic.

Dec 19

Snap Your Brand Into Success

By Maria Pesin | Digital Marketing , Sales

Who would imagine that a ten second video is all a potential customer needs to decide to shop your business?


Snapchat has been one of the top social media platforms used worldwide, and it doesn’t look like it’s going away anytime soon with over 150 million daily users, according to Business Insider.


The basis of Snapchat is simple. You can send a video or picture that can only be viewed for ten seconds or less. Sounds pointless right? Wrong!


When you use your Snapchat as an ad, it can work as a sneak peek into your fashion brand. If a person sees a picture for just a few seconds, it can spark their interest enough to look it up and shop your products.


It’s the perfect teaser. Just by taking a ten-second video, you can make an announcement with a bit of visual that will excite the viewer and keep them curious, and coming back for more.


The power of Snapchat is that it has the ability to give people a quick peek into your business, and what you have planned for the future, without getting bored from lengthy captions for a picture. It combines the to-the-point aspect of Twitter and the visual appeal of Instagram.


People can also “snap” a message or photo back to you to show their excitement, increasing the communication and feedback from shoppers.


Promoting your Snapchat can be as easy as listing it on your website, adding it to your business cards or contributing to the public fashion stories that can be seen by worldwide users. Stories can be viewed for 24 hours, making it a great way to tease an announcement such as an upcoming line or show.


There are so many social media outlets out there, but don’t let them intimidate you. Learn the ins and outs of them and how to use them to your advantage.

Jul 25

Is Your Social Media Telling A Story?

By Maria Pesin | Business , Digital Marketing , Vibe Consulting

Have you ever noticed that some fashion brands post random photos or messages that mean nothing to the brand and have no cohesion?  It is as if they have no idea what to post and do it just for the sake of doing it.  Or they post what looks like a series of ads with no personality. Big mistake!

One of the biggest ways social media has impacted marketing is by giving companies the ability to tell their story.  That is what makes marketing on social media so great.  By using brand storytelling marketers are able to give personality and associate emotion with a brand. By combining the power of storytelling with social media, brands can create a personal connection with the consumer.  People relate to stories and customers like to do business with companies they relate to.

Effective brand stories must communicate the essence of the brand. They must be unique, truthful, striking and interesting enough that people want to engage and share, and of course eventually buy the product.   They shouldn’t be self serving but must be meaningful to audiences.

As marketers we have to think as people connecting with other people as opposed to businesses selling to consumers . You should use powerful imagery that is relevant and personal to your brand. Storytelling is most effective when it’s personalized but use personal images as stock images will never do your brand story justice.  Videos are also a terrific tool to build your following.  Think of an active brand that shows a short video of certain yoga moves, or a lingerie company that illustrates how to fit a bra. This is a good way to engage.

With the growth of social media, a storytelling approach to building a brand is critical. We know that stories are relatable and helps make connections, which is basically what social media is for.

Feb 15

Should You Pay to Send Traffic to Your Website?

By Dennis Lewis | Digital Marketing , Guest Posts

OK. It’s true.

There’s just no question about it.

Creating a website without traffic is like putting a neon sign in the deepest depths of Lake Michigan. At best, you’ve wasted the effort, and at worst you get electrocuted.

There’s no quick answer to the problem of getting the right people to visit your site.

Unfortunately, the simplest questions often have the most complicated solutions.

By now, you’ve probably come to terms with the fact that you need to do something to get people to visit your website.

But at what cost? Should you pay to send traffic to your site?

If so, how much?

First of all, the most important advice I can give you is the following:

Until you can accurately measure return on investment, don’t pay a dime for any type of traffic.

Don’t work on SEO.

Don’t share on social media.

Don’t buy a single click.

Nothing. Nada. Absolute zilch.

You have to be able to judge the return on every campaign you run on the internet. Everything else is throwing money down the toilet.

So before starting, stop and decide how you’re going to measure success.

Later in this article we’ll go over some of the most standard metrics, but whatever you do heed this advice. Measuring is key to success.

The next question you’re probably asking yourself is “why pay for traffic when there’s tons of free traffic out there?”

As a response, let me ask you a different question?

Why do companies pay to advertise in the newspaper or on tv, when they could just get journalists to write stories about them for free?

Or better yet.

Why buy tomatoes at the supermarket when you can plant them for free in your back yard?

The answer to all three questions is identical.

Free tomatoes don’t exist. Free advertising on TV doesn’t exist.

And free traffic in internet does not exist.

But wait. When someone does a search on google, sees a link to your website and clicks, you get free traffic, right?

While technically true, if your website is located on the eighteenth page of the organic search results, how many clicks do you think you’re going to receive?

The truth is that positioning your site in the best keywords requires, in the best of cases, hard work, dedication and significant amounts of time.

I don’t know about you, but do these three things sound free?

Most SEO work requires creating great content, doing onsite optimization and then building back links to your site. None of these are free.

So if free traffic isn’t free, the question remains, “How much should I pay for web traffic?”

Is 20¢ a click a good deal?

How about $1?

Perhaps $150?

The only correct answer for all of the above is “it depends”.

For example, if for every 10 clicks you make a sale worth $3,000, then $150 per click is a great deal. 10 clicks will set you back $1,500 and you’ll make another $1,500 in profit.

However, if it takes a thousand clicks at 20¢ a click to make a sale worth $150, then you’re paying too much. A thousand clicks at 20¢ will cost you a total of $200 and you will have lost $50.

The only way to determine what price to pay for traffic is to base the calculation on your specific metrics.

First of all, what are you trying to achieve? Signups to your list? Sales? Referrals?

Second, what are the metrics you’re going to track?

A few of the most typical things to measure are:

CPC: Cost per click. This is simply the cost of every click you’re paying for.

CPA: Cost per action. This is the average cost for whatever action you’re hoping to achieve.

CAC: Customer Acquisition Cost. This is the average cost for acquiring a new customer.

ROI: The economic return on investment.

Obviously not all traffic is created equal.

Traffic that is highly targeted to your ideal customer demographic will usually cost more than general “low cost” traffic. While your CPC may be low, your CPA or CAC may turn out to be prohibitively high.

So once you find a good traffic source at the right price, how much of a good deal is too much?

In the end it depends on your ability to handle the business.

If you can attend an unlimited amount of business, then you should concentrate your efforts on optimizing and scaling your campaign.

If, on the other hand, your production capacity is limited by factors such as raw materials, human resources or elaboration time, then you will need to match your marketing to get as close as possible to your maximum production level without burning out your resources.

In conclusion, the answer to the “how much should I pay for web traffic?” question should, if we do things right, transition into “how much can I pay for web traffic?”

When you have built a finely tuned sales funnel and are carefully controlling the right metrics your focus will change from worrying about the cost of each click to trying to figure out how to get as many clicks as you possible can.

Believe me, that’s when digital marketing starts being fun!

Is your sales funnel working like it should?

Why don’t you click here and we can analyze your digital marketing situation?