Category: Rob T. Case

Explore expert insights and strategies from marketing specialist Rob T. Case, designed to help you elevate your digital marketing game and grow your brand.

How to make a Google Data Studio Report
Google Data Studio

Data Studio is a tool that allows you to visualize your data. It is free of charge and provides access to additional attribution models.

If you’re not familiar with Google Data Studio, it’s a free data visualization tool that allows you to create beautiful, interactive dashboards. You can connect to various data sources, including Google Sheets, BigQuery, and even Google Analytics, and then visualize that data in multiple ways.

The best part about Google Data Studio is that it’s very user-friendly – even if you’re not a data expert, you can still create stunning dashboards. However, if you are a data expert, there are plenty of options and features that will allow you to really customize your dashboards and get the most out of the tool.

Overall, I would definitely recommend Google Data Studio as a tool for creating dashboards. It’s easy to use, powerful, and free – what more could you ask for?

Like most Google tools, Data Studio can be hard to master, but it’s well worth it. Once you’ve gotten comfortable with its features, you can use it to create stunning and informative reports for your clients, coworkers, or leadership team.

Data Studio is a powerful reporting tool, but it can be tricky to use if you’re not familiar with its features. This guide will walk you through the basics so that you can get the most out of Data Studio and create informative reports for your clients or team.

With Data Studio, you can:

– Connect to data sources

– Create reports and dashboards

– Explore your data

– Share reports with others

Some of the benefits of using Data Studio include being able to better understand your data, make more informed decisions, and improve your overall marketing efforts.

Additionally, creating Data Studio report can save you time and money by providing a way to quickly and easily visualize your data.

Creating a Data Studio report is a data-driven story that can be used to persuade, provide insights, validate decisions, or argue for a change of course. Good reports help you find actionable information quickly and easily. When creating a Data Studio report you can customize it to focus on specific data sets and goals, making them a valuable tool for decision-makers of all kinds.

When creating a Data Studio report, you’ll start by adding a data source. Data Studio offers many built-in connectors for popular data sources, or you can use the Supermetrics connector to connect to almost any data source.

Google Data Studio templates are a great way to get started with your data analysis. All you need is a data source and a few minutes to set up your account. Templates come in two forms:
- those based on a shared data source
- those based on a data control placed on the template.
If the template is based on a shared data source, you may want to replace that with your own data source. Data controls let you select the data set you want to use in a report.

Once you have selected your data source, you can begin modifying the template to fit your needs. You can change the colours, fonts, and layout of the report, as well as add or remove data fields. After you have made your changes, you can save the report and share it with others.

Once your data is connected, you can add charts, tables, and filters to visualize and interact with your data in meaningful ways. You can also customize the look and feel of your report to match your brand or style. Reports can be shared with others for collaboration, or published publicly for anyone to see.

Whether you’re a data analyst, business manager, or marketer, creating a Data Studio report can help you tell better stories with your data.

Did you enjoy this blog? Check out our blog on How to use Google Spreadsheet Functions.
October 11, 2022
Easy Ways to get a Google Ads Invoice
Google Ads Invoice

You may be wondering how to get Google Ads Invoice? An invoice in Google Ads is a monthly statement of your advertising costs. You will receive an invoice each month, which you can use to pay your advertising costs. This payment setting is typically used by large advertisers and businesses, such as ad agencies that manage their clients’ Google Ads accounts.

There are two billing options for Google Ads invoices: automatic payments and manual payments.
- Automatic payments are the default billing option for most advertisers. With automatic payments, your credit card or bank account is automatically charged when your invoice is due.
- Manual payments allow you to choose when you want to make a payment. You can make a manual payment at any time before your invoice is due.
If you’re a large advertiser or business, you may be eligible to use monthly invoicing as your payment setting for Google Ads. With monthly invoicing, you’ll receive an invoice each month for your advertising costs. This can be a convenient way to manage your payments if you have a large budget for Google Ads.

To find out if you’re eligible to use monthly invoicing, please contact your Google Ads representative. If you don’t have a representative, you can learn how to apply for monthly invoicing.

If you’re looking to receive a Google Ads invoice for your account, there are a few things you’ll need to do first.

First, you’ll need to carefully examine your billing options and select the payment setting that’s right for you. We recommend selecting the invoicing option if you’re not already using 2-step verification.

Next, you’ll need to link your account to a manager account and have the payments profile linked to the same manager account. This is necessary in order to receive monthly invoices.

Finally, you’ll need to choose a company contact responsible for accepting the terms and conditions. This contact will become the primary billing contact and their email address must be linked to a Google account.

To be eligible for the Google Ads monthly invoicing payment setting, your business must meet certain requirements. These include, but are not limited to, the following:
- Being registered as a business for a minimum of one year.
- Having an active Google Ads account in good standing for a minimum of one year.
- Spending a minimum of $5,000 a month (this can vary by country) for any 3 of the last 12 months.
If your business meets these requirements, you may be able to take advantage of the Google Ads monthly invoicing payment setting. This setting can help save you time and money by streamlining your Google Ads payments.

How to get Google Ads Invoice

Application Process:

After you apply, Google will review your company credit history. If you’re approved, an email to the company contact offering the following:

Payment terms: How much time you have to pay after the invoice is issued. Typically, this is 30 days.

Credit line: The maximum balance for all the monthly invoiced accounts that you’re responsible for. This balance is made up of all unpaid advertising costs, including charges that have and haven’t yet been invoiced.

Once these terms are accepted, Google will convert your account to the monthly invoicing setting.

This Google Ads Invoice application process will help to ensure that your company is able to make timely payments on its invoices and maintain a good credit standing with Google. Once you’ve been approved for monthly invoicing, you can set it up in your account by following these steps:

1. Sign in to your Google Ads account.

2. Click the tool icon in the top right corner of your account.

3. Under “Setup,” click Preferences.

4. In the “Billing” section, select Monthly Invoice from the “Payment Method” drop-down menu.

5. Click Save.

Did you enjoy this blog? Check out our blog on Why Implementing Conversion Tracking is Important in Google Ads.
September 27, 2022
Google Ad Grants
What are Google Ad Grants?

The Google Ad Grants program provides free advertising on Google to select charitable organizations. The program is designed to help organizations extend their public service messages to a global audience, in order to make a greater impact on the world.

Google Ad Grants are an advertising program that allows qualifying nonprofits to receive up to $10,000 per month in ad credits on Google.com. These ads can help you reach new donors and supporters who are searching for organizations like yours.

Get started with Google Ad Grants by following these steps.

1. Apply for Google for Nonprofits. Your organization must hold valid charity status in your country. See eligibility requirements and apply for Google for Nonprofits.

2. Activate Google Ad Grants. You will need to `use the same login email for your Google for Nonprofits and Ad Grant accounts. Sign in to Google for Nonprofits, click “Active Products” then “Get Started” under Google Ad Grants, and fill out the assessment by clicking the eligibility form link.

3. Get started using Ad Grants! Once you’ve been approved, you can begin using your Ad Grant account to advertise your nonprofit organization on Google.com. Remember to adhere to the Ad Grants policies and requirements, such as spend limitations and keyword restrictions, to keep your account active.

By watching the step-by-step video series you can plan, build, and launch your first digital marketing campaign with Google Ad Grants. In this series, you’ll learn how to:
- Choose the right goals for your campaign
- Select the right keywords
- Write effective ad copy
- Target your ads to the right audience
- Budget your campaign
- Measure your success
Google Ad Grants account creation guide:
- Create your campaign
- Describe your organization
- Sign in to your Google Ads account
- On the “Campaigns” page, click +New campaign.
- Under “Select the goal that would make this campaign successful for you,” click Create a campaign without a goal’s guidance.
- Under “Select a campaign type,” click Smart.
- Under “What action do you most want customers to take?”, select the goal most closely aligned to the action you want users to take when they see your ad.
- Click Continue.
Now that you’ve selected the type of campaign that you want to create, it’s time to start adding in the details. The first step is to give your campaign a name. This name will be for internal use only, so choose something to help you easily identify this campaign later.

Once you’ve given your campaign a name, it’s time to start building out your ad groups. Ad groups are a way to organize your ads and keywords around a common theme. For example, if you were selling different types of shoes, you might have an ad group for each type of shoe.

To create an ad group, click on the +Ad Group button from the campaign page. From there, you’ll be able to give your ad group a name and start adding in keywords. Try to choose keywords that are closely related to the theme of your ad group, as this will help your ads be more relevant to the people who see them.

Once you’ve created your ad groups, it’s time to start creating your ads. To do this, click on the +Ad button from the ad group page. You’ll be asked to provide some basic information about your ad, including the headline, description, and destination URL. Make sure to include relevant keywords in your ad so that it is more likely to show up for relevant searches.

And that’s it! You’ve now created your first Google Ads campaign. Remember to keep an eye on your campaign and make sure to adjust your settings as needed to ensure that it is performing well.

Follow these steps and you’ll be on your way to launching a successful Google Ad Grants campaign!
August 2, 2022
The MOST Important Word for Growth Marketing Strategies

Few things “grind my gears” as much as headlines like “(Insert Type of Marketing Here) is the one true answer for your business” or “Stop Spending Your Money On (Insert Type of Marketing Here) and invest it with (Insert Type of Marketing Here)”.

Growth Marketing Strategies

I have spent thousands of hours trying to help people understand that this is just a sales tactic, and if there is a class action lawsuit out there against marketing sales people for wasting my time, count me in.

If you tell someone that YOUR type of marketing is all the solution they need for leads/sales, you either have no actual marketing knowledge…or no soul.

I have had a successful marketing career spanning 20 years.

I would hold my batting average up against anyone’s at this point, and the reason I achieve results is because I sweat the details.

In 2008 I was considering walking away from marketing entirely.

I had been working in a lot of different environments, and the types of work I was doing were soul crushing.

So, I went for a long walk beside the Conestoga river, and I contemplated my next steps.

Thankfully, I came to realize that my primary objective is to save jobs and make jobs.

If a marketer is doing their job well, they make sure our friends, family, and fellow humans keep their jobs. In my opinion, that is priority one.

Those people are the “details” I sweat every time I get a “Help Us” call from some company that finds themselves in trouble.

When I do get these calls, 99% of the time it’s because they got conned by some salesperson into paying some outrageous sum for a “Perfect Solution” marketing tactic which either didn’t work at all or caused them to lose their rankings to competitors who were working with ethical/competent marketers.

Needless to say, I am still a marketer.

I am more passionate now about the work than at any stage before, and that is why I get a tad bit annoyed when I see false promises all over my LinkedIn feed.

So, with that context, let’s discuss what does matter from a growth marketing strategy standpoint for your company.

The Most Important Word

This is just a general overview of course, and not necessarily my recommendations for each channel.

Now you have a plan.

Next step is to find an agency to help you get the online marketing running.

The online channels already have tracking capabilities, so you just need to ensure that the agency is focused on attribution and reporting.

SEO is the only slightly harder thing to track, so it’s important to have the agency define working goals, such as content creation, website fixes, etc. to allow you to measure the performance of the agency, as it can be 9 months to a year before you being to see results from their efforts.

While that may seem like too long a period, it is entirely worthwhile as it increases revenue, and decreases online ad costs over time.

The offline portion is more complicated, as you will need to assign different phone numbers/domain names to each channel.

This way, any time a customer calls in from a specific number, you know they got it from a billboard, or if they enter from a specific web URL, they got there from a magazine.

This will give you clear data as to how effective each channel is and give you the ability to make decisions.

If you cover all these bases, sales will start to trickle in, and you will be able to start identifying cost per acquisition at the channel level.

That is the magic info, because now you have the controls needed to drive the ship.

By the end of 60 days, you will have a clear view of what is working.

The next question is how can the channels be optimized to perform better?

For example, direct mail performed well, but the CPA was too high.

So, you decide to offer free shipping/trial this month only to direct mail recipients and see if that triggers a greater response rate.

You may find one or two channels result in nothing, which is a great find.

Cut those channels and move the budget to one of the channels that is working well already, or test another channel (YouTube, TV, Podcasts) using the same tracking strategy and see how they perform versus the rest.

What you will inevitably discover is that your best marketing scenario will live within a combination of channels, and no one type of marketing will rise as a standalone option.

This is always true.

Sure, one channel might become a stronger sales machine than others, but no successful company thrives without an integrated approach.

QUICK RULES

Before I wrap this up, I wanted to share a few quick rules you should follow for success:

1.       Do not hire one agency to run all your efforts. You need to be fluid, and you need to be able to terminate agencies that do not measure up.

Your web design company should not also be your marketing company.

A digital marketing agency can handle your paid search and SEO but shouldn’t be involved in your newspaper ads. You get the idea.

2.       Avoid the shiny objects. I have seen many efforts fail because a leader is so busy racing around trying everything in short bursts.

This only causes chaos and frustration, and results in failure all around. If you hire an expert, set the parameters and then give them adequate time (at least 60 days) to succeed or fail.

Ignore the 400 emails you get a day trying to sell you some new angle.

3.       Always own your data. You should be an admin in every single platform, and your marketing data should be treated as an asset.

Too often companies let others run their platforms without making sure they have ownership, and when termination comes, discover the agency/individual has possession of all their stuff, and likely won’t hand it over without a sizeable fee.

Avoid that in the first place by being the admin for everything.

That is it. If you ever have a question, drop me a message or hit me up at @robtcase on Twitter.

I will be happy to respond in my own time at no cost, as long as your question is one sentence and doesn’t involve me having to write you some long document.

I would rather point you in the right direction than hear about your business failing later. Good luck out there.

Rob T. Case

CEO/Head Strategist at VonClaro

Did you enjoy this blog? Be sure to read our article on owning your marketing assets.

July 7, 2020
Mastering Online Reviews in 2025: A Practical Guide for Building Trust and Credibility
Learn how to turn online reviews—good or bad—into powerful tools for building trust, boosting visibility, and winning more customers with smart strategies.

Online Reviews

They serve as a modern-day equivalent of word-of-mouth recommendations, wielding significant influence over potential customers. According to a survey conducted by Brightlocal in 2016, an impressive 84% of people trust online reviews as much as they do personal recommendations. This trust stems from the fact that reviews are often penned by previous clients who have firsthand experience with the products or services in question. Consequently, they provide valuable insights and influence consumer decisions in a way similar to advice from a trusted friend or family member.

At VonClaro, we’ve seen it all with various clients, from glowing 5-star reviews to the dreaded 1-stars, and we’ve helped businesses navigate the ups and downs of reputation management. In this post, we’ll dive into what not to do and take a closer look at the infamous 1-star review.

Beyond their role as a source of consumer information, online reviews are a potent tool in the digital marketing arsenal. They are cost-effective, unless, of course, businesses resort to unethical practices such as paying for reviews. However, when reviews are authentic, they can reach a vast audience, as they are accessible to anyone visiting a company’s website or social media accounts. Moreover, online reviews contribute to Off-Page SEO strategies, enhancing a brand’s visibility and credibility when published on platforms beyond the company’s website.

Yet, despite their value, online reviews can also be a source of stress for business owners. Negative reviews, in particular, can be disheartening, especially when they stem from trivial grievances or are perceived as unfair. Nonetheless, it is crucial to remember that even the most customer-centric businesses occasionally receive negative feedback. It is the nature of the digital marketplace, and how businesses respond to such reviews can significantly impact their reputation and customer relations.

Navigating the Waters of 1-Star Reviews

As a business owner, nothing grabs your attention faster than a 1-star review – it’s the red flag that demands an immediate response.

1-Star Review Types

1. Genuinely Unhappy Customers: These individuals are typically satisfied customers who have encountered an issue and feel that the business did not address their concerns adequately. They may resort to online reviews as a means of expressing their dissatisfaction, especially if they are uncomfortable confronting the business directly.

2. The “Hook Me Up Or Else” Customers: These are often perennial complainers, never satisfied and always looking for freebies, discounts, or compensation. They wield online reviews as a weapon, threatening businesses with negative feedback unless their demands are met.For business owners, both types of reviews present challenges. While the first type may require a thoughtful and empathetic response, the latter often calls for a firm yet professional approach to protect the company’s reputation without yielding to unreasonable demands.

Effective Strategies for Dealing With Online Reviews

Managing online reviews is a skill that can be honed with practice and the right approach. Here are some strategies to consider:

1. Respond Promptly and Sincerely: When dealing with an unhappy customer, a prompt and sincere response can make a significant difference. Acknowledge their concerns, express regret for their experience, and offer assistance or solutions to rectify the situation. This not only shows the customer that their feedback is valued, but it also demonstrates to other potential customers that the business is committed to customer satisfaction.

2. Showcase Your Brand Positively: When responding to negative reviews, it’s an opportunity to highlight your business’s strengths. Share how you normally handle similar situations and emphasize your commitment to quality and customer care.

3. Use Humor and Professionalism Wisely: In some situations, a touch of humor can diffuse tension and showcase your brand’s personality. However, it is essential to remain respectful and professional, avoiding derogatory language or personal attacks.

4. Learn From Feedback: Treat each review as an opportunity to learn and improve. Analyze the feedback for any valid points that can be used to enhance your products, services, or customer interactions.

5. Make Strategic Use of Positive Reviews: Highlight positive feedback in your marketing efforts. Share glowing reviews on your website and social media to reinforce your brand’s reputation and attract new customers.

Exemplary Responses to Online Reviews

One notable example of a company that effectively manages online reviews is JetBlue. In a well-documented incident, a customer expressed dissatisfaction via Twitter, and JetBlue responded promptly and courteously. Their response not only addressed the customer’s concerns but also demonstrated the airline’s commitment to customer service, positively influencing many potential customers, including myself.

What is brilliant about this response is not only does it make the customer feel cared for, but it shows everyone else that JetBlue is an airline that takes care of its customers. This very conversation actually convinced me to try flying with the company the next time I needed to travel which shows the effectiveness of including their responses to negative reviews to their social media marketing.

It is always unfortunate to have to issue a credit as well, but when done so like above, the PR is worth every cent and more.

Dealing with The Hook Me Up Response

Dealing with more challenging customers, such as the “Hook Me Up” types, requires a different approach. Here, it’s crucial to maintain professionalism while standing firm on your business policies. For instance, a restaurant owner showcased professionalism and humor in response to a particularly harsh review, pointing out their high standards and dedication to quality without descending into pettiness.

As you can see, this business owner took full advantage of this nasty review.

They pointed out their professionalism, their high standards of quality, and even a little sense of humor.

If you choose this approach, just be mindful to remain polite, do not call anyone ‘names’, and make sure you highlight your business in positive ways.

Responding To Online Reviews from Happy Customers

When you are lucky enough to get the very coveted 5-star review from a client, reward them with praise too. Here is an excellent example:

As you can see, it’s a happy party in all directions. 100% the best possible result.

Our Top 10 Winning Response Templates for 4 & 5-Star Review

If you are struggling to come up with nice things to say in return, may I offer you the following templates:
1. It makes us very proud to have customers such as yourself happy with our service. Thank you.
2. It is an honor to serve wonderful people like you. Thank you.
3. We work very hard to make our customers happy, and feedback like this lets us know that our efforts are worthwhile. Thank you.
4. Thank you so much for your kind words—it means the world to our team.
5. Serving customers like you is what motivates us every day. We truly appreciate your feedback.
6. We’re grateful for your support and thrilled to know you had a great experience with us.
7. Your satisfaction is our top priority, and it’s wonderful to see that reflected in your review. Thank you!
8. Thank you for taking the time to share this. We’re always striving to provide excellent service.
9. Hearing that you had a positive experience is the best reward we could ask for. Thank you!
10. Your trust and satisfaction are what we aim for every day. Thank you for your continued support!
You are fully capable of coming up with better ones I am sure, but follow the theme at least.

The Key to Responding: Match the Customer’s Positivity with Genuine Gratitude

The key is to always respond courteously to positive reviews. Think of it like this: if a customer were leaving your store and said, “I’m really happy—thank you,” how would you respond in person? That same level of warmth and acknowledgment should come through in your online replies.

Asking For Reviews

In an ideal world, a happy customer would take the time to hop online and give you a solid review for a job well done.

I personally do it all the time, but most people never even consider it. This is where you need to find ways to encourage them.

My favourite method is to just outright ask people if they could take a moment and leave a review.

Others prefer a less obvious approach, such as placing signs around their business directing customers to check out their social pages.

Why You Should Never Offer Incentives for Google Reviews

As tempting as it may be to offer a discount, freebie, or other reward in exchange for a review, Google strictly prohibits incentivizing customers for their feedback. According to Google’s review policies, businesses are not allowed to:
- Offer payment, discounts, or free products/services in exchange for a review.
- Selectively ask only satisfied customers to leave a review.
- Discourage or block negative reviews.
Violating these guidelines can lead to serious consequences—including the removal of reviews, lower rankings in search results, or even suspension of your Google Business Profile.

Instead of offering rewards, the best approach is to deliver excellent service, make it easy to leave a review, and ask at the right time, such as after a successful transaction or positive interaction. Responding to all reviews—both good and bad—also signals to customers (and Google) that you value honest feedback.

Focus on authentic, organic reviews, and your reputation will grow the right way—without risking penalties.

The Solution: Be Engaged, Be Proactive and Be Responsive

The key to managing online reviews is being proactive and responsive. As a business owner, you should be monitoring your online presence regularly for any mentions of your company. If you see a review, good or bad, take the time to respond to it. Thank customers for their feedback, whether they had a positive or negative experience. If you handle online reviews correctly, they can actually help improve your business reputation and encourage more people to do business with you. At VonClaro, we have the experience and expertise to help you manage your online reviews effectively. We want to help you protect your hard-earned reputation and increase sales through effective digital marketing strategies. Send us an email now and we will assist you in managing your brand’s online presence.
July 2, 2020
Creating Facebook Contests That Win – DIY Marketing Series
Harnessing the Power of Facebook Contests to Build Your Audience

In today’s digital age, social media stands as an indispensable ally for businesses of all sizes. For small enterprises, in particular, leveraging platforms like Facebook can be the determining factor between thriving and merely surviving. Facebook contests, along with those on Twitter and LinkedIn, offer brands a unique opportunity to engage directly with both current and prospective clients, fostering a sense of community and loyalty.

Why Social Media Contests Matter

Social media offers a plethora of benefits, one of the most significant being the ability to interact with your audience in real time. Contests on these platforms not only boost engagement but can also significantly enhance your brand’s visibility. If you’re working on improving your overall online reputation, mastering online reviews is another essential strategy to explore. While I could delve into the myriad advantages of social media, today we will focus specifically on how contests can be an effective tool in your marketing arsenal.

Exploring Contest Ideas for Your Industry

As we explore this topic, I’ll spotlight various business types to illustrate how tailored contests can work. If your particular industry isn’t covered, a quick online search for “contest ideas” alongside your industry name will likely yield a treasure trove of inspirations. Should you find yourself at an impasse, feel free to reach out via email, and I’ll do my best to assist when time allows.

Maximizing Facebook’s Reach

When considering platforms for promoting your business on a local, national, or even global scale, Facebook is a formidable contender. With a vast user base of over 500 million active users, and an even larger audience when combined with Instagram, no other platform offers such expansive reach. Given that Facebook is largely a free service, it should be your primary go-to for building and nurturing your customer base. An active and engaging Facebook presence can drive sales and significantly enhance your brand’s reputation.

Three Essential Tips for Success

Before diving into the world of Facebook contests, there are three crucial tips to keep in mind:
1. Establish a Facebook Page for Your Business: If you haven’t already, creating a Facebook page is your first step. A well-curated page serves as the foundation for your online presence. Should you need guidance, there are ample resources available online to help you get started.
2. Avoid Purchasing Likes: Whether from third-party sites or directly from Facebook, buying likes is not a sustainable strategy. Focus instead on organic growth through meaningful engagement.
3. Monetization & Promotion Guidelines (Meta Business Help Center) : Be sure to check out Facebook’s official rules for contests, sweepstakes, and giveaways. This page what’s allowed, disclaimers required, and how to stay compliant
Planning and Executing Successful Facebook Contests

To illustrate the process, let’s consider a few hypothetical scenarios that might illuminate how you can tailor contests to suit your brand’s unique needs.

Scenario 1: A New Restaurant Looking to Establish Its Presence

Imagine you are the proud owner of a newly opened restaurant in town, eager to fill your seats. Confident in your culinary offerings and ambiance, you decide to use Facebook contests to spread the word. You launch a competition inviting customers to create a dish for your menu, using fresh, seasonal ingredients. The winner receives a dinner for four and earns the privilege of naming the dish. A prerequisite for entry is liking your page, fostering engagement and expanding your audience.

The contest serves multiple purposes: It highlights your commitment to fresh ingredients, encourages page likes, and promotes interaction as others comment and vote on submissions. In a local context, this strategy can effectively amplify your brand’s visibility and reputation.

Scenario 2: An Established Business Facing Increased Competition

Now, consider a business that’s been operating for a few years but is feeling the pinch of growing competition. To rejuvenate your client base, you devise a Facebook contest where participants enter a draw for a spa day by liking and sharing your post. This prize is cost-effective, as it primarily involves your time, and it can be scheduled at your convenience.

Whenever a winner claims their prize, capture the moment with photos to share on your timeline, further encouraging participation. As long as your service remains top-notch, word of mouth will complement your online efforts, driving growth and customer loyalty.

Leveraging Promoted Posts for Greater Impact

One of the advantages of managing a Facebook business page is the ability to promote posts for a modest fee. Even a $20 boost can significantly enhance the reach of your contests, exposing them to thousands in your local area. This investment can yield substantial returns in terms of engagement and brand awareness.

A Balanced Approach to Content

To maintain a healthy and engaging Facebook presence, adhere to the 80/20 rule: 80% of your content should be valuable and relevant to your audience, while the remaining 20% can focus on your brand, your products, and your team. By striking this balance, you’ll keep your audience interested and engaged, both online and offline.

Final Thoughts and Future Topics

I hope you’ve found these insights into Facebook contests useful as you navigate the dynamic world of social media marketing. Stay tuned for future posts where we’ll explore more innovative strategies, like memorable live streaming ideas and mastering online reviews, to build trust and credibility in 2025 and beyond.

Wrapping Up

In conclusion, Facebook contests can be a potent tool in engaging your audience and expanding your brand’s reach. Whether you’re a new business seeking to establish yourself or an established one looking to regain momentum, thoughtful and well-executed contests can make a significant difference. Remember to keep your content balanced, your prizes relevant, and your engagement genuine to see the best results. Good luck, and happy contesting!

Ready to keep building your digital strategy? Explore more insights on DIY marketing, online reviews, and social media tactics on the VonClaro blog.
June 30, 2020
Memorable Live Streaming Ideas – DIY Marketing Series

If you are on Facebook or Twitter, you have likely noticed a number of live videos popping up over the last year.

These can be focused on concerts, parties, travel and in many cases are used to simply say Hi to friends.

These are great ways people can use live streaming, but these free services also present an excellent opportunity to business owners who are looking to increase their online presence.

For those with limited digital marketing budgets, live streaming can actually be one of the most powerful promotional tools at your disposal.

Video content has always been a crucial component of any digital marketing strategy but live streaming gives businesses the opportunity to engage with their audiences in real time. This most recent advancement in social media marketing proves to be an effective channel for interesting and compelling content.

Why you should live stream

There are numerous advantages to opting to this type of social media marketing such as:

Affordability – Video advertising had the potential to be expensive in the past since you would need to invest time and effort to shoot the content and to have it edited to be watch worthy. There are times you would need the expertise of a digital marketing agency to do so (which is of course, a solid course of action especially if the video content is to be used for brand recognition and awareness).

Even if you would DIY the shoot, you would still need to purchase or rent production equipment such as camera lenses, lighting sets, other props for the shoot, paid actors, etc. You would not need to worry about all of this when it comes to livestreaming since they are not all necessary. With live streaming, the rawer the video is, the better.

Versatility – As mentioned above, viewers of live streams are not looking for video content that is similar to TV or movie productions. With this, live streaming is more versatile in providing appealing visuals and a compelling story. From interviews, to product demos and tutorials, to Q & As, the imagination of the live streamer is the only limit.

Pitfalls of live stream to avoid

There are drawbacks to live streaming as well but knowing about them beforehand could help you counter them.

Time consuming – Since more and more potential customers and clients are preferring visual content, live streamers must consistently and persistently work to continue creating content. So, if you would go the route of live streaming as part of your digital marketing strategy, think about if you have the time and resources to continue regularly generating live videos. You should also prepare beforehand to always have fresh and innovative concepts and themes for your videos.

Mixed results – Live streaming has generated a lot of hype but even if your videos generated a lot of views and other engagement, they might not be enough to attract the audience you are hoping for (aka possible customer and clients). So, you have to consider the very possibility that your live stream videos may attract viewers that might not be converted into paying customers.

Livestreaming Ideas

Congratulations! You have opted to include live stream videos in your digital marketing strategy. But you don’t have any idea how to start. Continue reading for some ideas.

Events – If your company is hosting an event, or presenting at one, live streaming is an excellent option for expanding your audience, and spreading your brand’s visibility. It also lends credibility since you are showing the event as it is happening.

Behind the Curtain – What is a day in your professional life like? Are there things you can show off that you believe potential/current customers would find interesting/appealing? Potential clients will appreciate the transparency and might help them decide that they want to conduct their business with you.

Q&A – Host a question-and-answer period. Give people a chance to ask for your expertise on a number of things, and further establish your brand as a helpful, knowledgeable option. It is an effective digital marketing strategy since your customer or client engagement is happening immediately, in real time. Live streaming also enables a more intimate relationship between the host and their audience.

Demo – One type of digital marketing content that is always generating engagement is tutorials or demos. There are people who are into DIYs and if they could do something by themselves first before hiring a professional, they would jump on that chance. With live streaming, you could show people how to use or do something. Teach them a new skill, or show them how your company can give them a solution especially if they are not into DIYs or would rather outsource the service that they need.

How To – Similar to Demo, putting on a How-To session with a live stream audience can be rewarding, and is a memorable engagement with potential clients.

Before you live stream

Prior to going live, make sure you plan out what you are doing. You want the presentation to flow smoothly, so if you need to have anything at hand, make sure it is. This will also keep your viewers’ attention because there are less interruptions.

Then make sure you announce that you will be going live in advance of it by at least a couple of hours, so people have an opportunity to prepare themselves to catch it. Not all people are constantly glued to their phone and might miss the chance of seeing your live videos so informing them in advance is recommended.

If you can come up with a compelling descriptive intro for your stream, all the better.

If the first few times do not draw many people, do not get discouraged. If you are offering the public something they want, the public will ultimately come to you. It’s going to be a trial-and-error process but once you get the hang of it and you find out what works, the succeeding videos will be easier to produce.

Live streaming is becoming more and more popular, so it’s important to stay ahead of the curve by using this engaging and interactive medium in your marketing strategy. VonClaro can help you get started with live streaming or take your current campaign up a notch. Contact us today for a free consultation!

June 26, 2020
8 Steps to Fail at Marketing Your Business
The 8 Steps to Fail at Marketing Your Business

The world of marketing is full of potential pitfalls, especially for small businesses navigating the digital landscape. One of the most common reasons they stumble is the lack of a well-thought-out, integrated marketing plan. This kind of strategic foundation is essential for successfully marketing your business in today’s competitive landscape. In fact, this absence of coordination is a leading cause of marketing failure for many small enterprises according to Forbes magazine.

Without a structured blueprint, businesses flounder, unsure of which steps to take next or how to gauge their progress effectively. This lack of direction often results in wasted resources and missed opportunities.

So what specific mistakes lead to marketing failure – and how can you avoid them? This guide explores eight key missteps and offers practical strategies to help you stay on the right track.
1. Neglecting a Comprehensive Marketing Plan: A strategic marketing plan acts as the backbone of successful marketing campaigns. It aligns your business goals with your marketing efforts, ensuring every action contributes to your broader objectives. Without this alignment, businesses are prone to scattershot efforts that yield little return. Developing a robust marketing plan involves setting clear goals, identifying your target audience, and selecting the right channels and tactics to reach them.
  
  To avoid this pitfall, businesses should regularly review and update their marketing strategies, adapting to changing market trends and consumer behaviours. This proactive approach ensures that efforts used in marketing your business remain relevant and effective.
2. Relying Solely on Internal Staff for Marketing: While it might seem cost-effective initially, relying entirely on internal staff for your marketing needs can be a double-edged sword. Hiring a dedicated team internally increases overhead and can lead to a lack of specialized skills required for effectively marketing your business. The recruitment process for skilled marketing professionals can be lengthy and costly, and the absence of diverse expertise can hinder the success of marketing initiatives.
  
  In contrast, engaging a digital marketing agency can offer a more adaptable and skilled solution. Agencies bring a wealth of experience and knowledge across various marketing disciplines, allowing businesses to tap into a broader range of skills without long-term commitments. They can also be more easily scaled up or down depending on your needs, making them a flexible choice for businesses of all sizes.
1. Embracing Nepotism in Marketing Roles: The temptation to keep marketing roles within the family can be strong, but it often leads to a mismatch of skills and expectations. Nepotism can result in unqualified individuals handling critical marketing tasks, such as website development, graphic design, and social media management, which can severely impact your brand’s image and effectiveness.
  
  To avoid this misstep, prioritize merit-based hiring. Seek out professionals with proven track records and relevant expertise. This approach not only enhances the quality of your marketing output but also fosters a professional environment where skills and results are valued over personal connections.
2. DIY Paid Search Campaigns: Running your own paid search campaigns without the necessary expertise is a recipe for failure. Many businesses have lost significant sums by launching ads on platforms they don’t fully understand. Each social media and search platform has unique algorithms and targeting options, and what works on one may not work on another.
  
  Engaging experts in paid search can save time and money in the long run. These professionals understand the intricacies of platform algorithms and can optimize ad spend to maximize return on investment. Additionally, they can provide insights into audience behavior, allowing for more effective targeting and messaging.
3. Falling for Low-Cost SEO Offers: SEO is a critical component of digital marketing, yet it is often misunderstood and mishandled. Many businesses are tempted by unsolicited SEO offers promising high rankings at a low cost. However, these offers often lead to subpar results, as they employ outdated or black-hat tactics that can ultimately harm your website’s credibility and ranking.
  
  Investing in reputable SEO services is crucial for long-term success. Experienced SEO professionals focus on sustainable strategies, such as quality content creation and ethical link building, that enhance your website’s visibility and authority over time. This approach not only improves search rankings but also fosters trust with your audience.
4. Mistreating Your Marketing Team: A successful marketing team operates best in an environment where their expertise and creativity are valued. Constantly criticizing or underappreciating your marketing staff can lead to low morale and decreased productivity. When your team feels unsupported or undervalued, their motivation to deliver results diminishes, potentially stalling your marketing efforts.
  
  To foster a productive team, encourage open communication and feedback. Recognize achievements and provide opportunities for professional development. A motivated and engaged team is more likely to innovate and drive success while marketing your business.
5. Ignoring Data and Analytics: In the digital age, data is a powerful tool for refining marketing strategies and achieving business goals. However, many businesses fail by ignoring analytics, missing out on valuable insights into customer behavior and campaign performance. Data can reveal what’s working and what’s not, enabling businesses to make informed decisions and optimize their marketing efforts.
  
  To harness the power of analytics, regularly review metrics such as website traffic, conversion rates, and customer engagement. Use these insights to adjust your strategies and improve outcomes. Implementing data-driven decision-making can significantly enhance your marketing effectiveness and ROI.
6. Overlooking Expert Advice: Finally, it’s crucial to recognize the value that experienced marketers can bring to your business. Dismissing expert advice in favor of gut instincts or untested ideas can lead to costly mistakes. Professionals with years of experience understand market dynamics and can offer valuable insights and strategies tailored to your business needs.
  
  To avoid this pitfall, actively seek out expert opinions and be open to new ideas. Collaborate with experienced marketers to develop comprehensive strategies that align with your business objectives. This collaborative approach can lead to more innovative solutions and better overall performance.
In conclusion, while there are many potential pitfalls in digital marketing, awareness and proactive strategies can help businesses avoid them. At VonClaro, we work with businesses every day to help them succeed online. We bring a wealth of experience and expertise to guide you through the complexities of digital marketing, ensuring your efforts are effective and aligned with your business goals.

If you’re ready to transform your approach to marketing your business and avoid these common mistakes, reach out to us for a consultation. Whether you’re just starting or refining your strategy, VonClaro is here to support you with clarity and confidence. Let us help you navigate the digital landscape and achieve your business objectives.

For further reading, you might be interested in our blog on the Benefits of Google Ads VS Facebook Ads, or explore our DIY Marketing Series for innovative live streaming ideas.
May 29, 2020
You Must Make Sure You Own Your Marketing Assets
Own your Marketing Assets

It is important to own your marketing assets. In a field as corrupt as marketing, we have undoubtedly encountered a vast array of scams as we work to assist people. Personally, I have encountered so many over the last 20 years, I barely trust anyone who even calls themselves a marketer.

It always plays out the same way too. “Hey Rob, can you speak with my friend (insert name here)? They are having trouble with their marketing/website/consultant/agency.” I always say yes, and I always shock the “friend” when 4 words into their first sentence I tell them the rest of their story.

For your personal benefit, here are the most common scams I encounter in digital marketing:

Common Scams
1. Agency/Consultant Actually Owns The Domain and/or Website
  This is the most common scam, and it is always a very painful experience for the individual/business. The business hires someone to build them a website. They run with that site for a couple of years and discover their SEO is lacking, or that the site is so dated in appearance that it needs an update(the marching penny gif just doesn’t sell cars like it used too). So they engage another company/individual to help them build a new site. That company/individual asks them for the login/ftp information for their website…and when they reach out to the previous individual/company, they discover that they do not actually own their domain/website and that they will have to pay some fee(usually around $5000) to release it. This is often right in the agreement the business/individual signed with the person who built the original site, and they had no idea. I have built at least 20 free websites over the years just to help out people who have found themselves in this situation, because it is the most deplorable thing I can imagine doing to a small business owner.
2. Black Box Paid Marketing Services
  You hire a company or individual to run some paid ads for your business. They run them on Facebook and Google, but you never receive access to the actual ad accounts. At the end of each month they simply send you an invoice with a cost per click amount, or even worse, a budget spent amount, and await payment. 99% of the time, what is actually happening is the company/individual is using optimization tactics to lower the cost per click, and then putting a charge on top of that amount when they invoice you. So they bill you at $1.50 per click, but in reality they are buying the traffic for $0.25 per click, and keeping the profit in the middle. I personally despise this practice as it reflects the most common attitude I run into in my industry…”the only way to make money is to take it from someone else.” That line makes me sick, because if a marketer is legit, they know at the end of the day their work makes/saves jobs and just taking that money away from a business hurts many people.
3. Blind SEO Services
  You have noticed you have lost rank, or that you are not having any luck gaining rankings on Google. You get an email or are approached by a salesperson/nephew/dude with a man bun, and they tell you they can get you the ranking you want. They let you know that it can take 9 months or more to see the benefits of their work (which is true for SEO sometimes) and they start billing you. You start getting an invoice for ($300 – $15,000) per month, and keep waiting for more traffic to hit the site. With a real SEO at the helm, this should mean you begin to see growth, but in the case of this scam, that “SEO” simply collects your money and does nothing at all. When 9 months rolls around, they tell you that you were hit with a penalty and that they are working to get that fixed. If they can, they will keep kicking your agreement down the road until you finally cancel. In reality, these scammers aren’t doing any work, and are just milking you for your money.
At some point I will take the time to write down all of the scams (promise) but for now, let’s just cover what you need to do to protect yourself and your marketing assets when hiring someone for website/marketing work.

Without question, you must own all of your marketing assets.

Your domain, website, hosting, and email address need to be entirely your property. Do not move forward with any agreement unless this has been clarified and documented. It doesn’t matter if the consultant looks like Michael Langdon (talk about dating yourself), if they are worth working with, they will make sure you have the administrative rights to all of your marketing assets.

Marketing Plan Commercial Strategy Business

You should also have administrative ownership over all of your marketing channels. If they are running Google, Bing or Facebook ads, you should be able to look into those platforms and see for yourself what the cost looks like. If they are doing a horrible job, you should be able to go into the platform, kick them out, and invite the next person to work in the account. Also, one of the most important parts about marketing assets:

Own your marketing assets, your data is valuable!

You are spending your money (or your company’s money) to run these ads, and all of the performance data is very valuable in the right, and in the wrong hands. Ask your agency/consultant what steps they take to protect your data, and if they do not have an answer that satisfies you…do not proceed with them.

Take those steps, and you will be in good shape…

PS: If you were reading this, and suddenly found yourself concerned about your current situation, feel free to drop us a line. No sales, just happy to give you whatever advice we can.

Rob T. Case

@robtcase

Did you enjoy this blog on Marketing Assets? Check out our blog on Why Conversion Tracking is Important in Google Ads
December 13, 2018
How To Ensure You Own Your Digital Marketing Assets

Learn How To Ensure You Own Your Digital Marketing Assets

It is important to learn how to ensure you own your digital marketing assets. In a field as corrupt as marketing, we have undoubtedly encountered a vast array of scams as we work to assist people. Personally, I have encountered so many over the last 20 years, I barely trust anyone who even calls themselves a marketer.

It always plays out the same way too. “Hey Rob, can you speak with my friend (insert name here)? They are having trouble with their marketing/website/consultant/agency.” I always say yes, and I always shock the “friend” when 4 words into their first sentence I tell them the rest of their story.

For your personal benefit, here are the most common scams I encounter in digital marketing and how to ensure you own your digital marketing assets:

Agency/Consultant Actually Owns the Domain and/or Website

This is the most common scam, and it is always a very painful experience for the individual/business. The business hires someone to build them a website. They run with that site for a couple of years and discover their SEO is lacking, or that the site is so dated in appearance that it needs an update (the marching penny GIF just doesn’t sell cars like it used to). So, they engage another digital marketing agency/individual to help them build a new site.

That company/individual asks them for the login/ftp information for their website…and when they reach out to the previous individual/company, they discover that they do not actually own their domain/website and that they will have to pay some fee (usually around $5000) to release it.

This is often right in the agreement the business/individual signed with the person who built the original site, and they had no idea. I have built at least 20 free websites over the years just to help out people who have found themselves in this situation, because it is the most deplorable thing I can imagine doing to a small business owner.

Black Box Paid Marketing Services

You hire a company or individual to run some paid creative digital marketing ads for your business. They run them on Facebook and Google, but you never receive access to the actual ad accounts.

At the end of each month, they simply send you an invoice with a cost per click amount, or even worse, a budget spent amount, and await payment. 99% of the time, what is actually happening is the company/individual is using optimization tactics to lower the cost per click, and then putting a charge on top of that amount when they invoice you. So, they bill you at $1.50 per click, but in reality, they are buying the traffic for $0.25 per click, and keeping the profit in the middle. This is why you should learn how to ensure you own your digital marketing assets.

I personally despise this practice as it reflects the most common attitude that I run into in my industry…” the only way to make money is to take it from someone else.” That line makes me sick, because if a marketer is legit, they know at the end of the day their work makes/saves jobs and just taking that money away from a business hurts many people.

Blind SEO Services

You have noticed you have lost rank, or that you are not having any luck gaining rankings on Google. You get an email or are approached by a salesperson/nephew/dude with a man bun, and they tell you they are an SEO expert and can get you the ranking you want. They let you know that it can take 9 months or more to see the benefits of their work (which is true for SEO sometimes) and they start billing you. You start getting an invoice for ($300 – $15,000) per month, and keep waiting for more traffic to hit the site.

With a real SEO expert at the helm, this should mean you begin to see growth, but in the case of this scam, that “SEO” simply collects your money and does nothing at all. When 9 months rolls around, they tell you that you were hit with a penalty and that they are working to get that fixed. If they can, they will keep kicking your agreement down the road until you finally cancel. In reality, these scammers aren’t doing any work, and are just milking you for your money.

At some point I will take the time to write down all of the scams (promise) but for now, let’s just cover how to ensure you own your digital marketing assets and what you need to do to protect yourself when hiring someone for website/marketing work.

Learn how to ensure you own your digital marketing assets without question. Your domain, website, hosting, and email address need to be entirely your property. Do not move forward with any agreement unless this has been clarified and documented. It doesn’t matter if the consultant looks like Michael Langdon (talk about dating yourself), if they are worth working with, they will make sure you have the administrative rights to all of your digital marketing assets.

You should also have administrative ownership over all of your digital marketing channels. If they are running Google, Bing or Facebook ads, you should be able to look into those platforms and see for yourself what the cost looks like. If they are doing a horrible job, you should be able to go into the platform, kick them out, and invite the next person to work in the account. Also, one of the most important parts of how to ensure you own your digital marketing assets:

Learn how to ensure you own your digital marketing assets, your data is valuable! You are spending your money (or your company’s money) to run these creative digital marketing ads, and all of the performance data is very valuable in the right, and in the wrong hands. Ask your digital marketing agency/consultant what steps they take to protect your data, and if they do not have an answer that satisfies you…do not proceed with them. Take those steps on how to ensure you own your digital marketing assets, and you will be in good shape…

VonClaro is a digital marketing agency based in Waterloo that can help you protect your business online. We have numerous years of experience as an SEO agency and SEM expert, helping businesses rank higher in search engines and increase leads through paid campaigns. Our team will work with you to create a custom plan that meets your specific needs and helps you achieve your desired results. If you were reading this, and suddenly found yourself concerned about your current situation, feel free to drop us a line. No sales, just happy to give you whatever advice we can.

Contact us today to learn more about how we can help you take control of your digital marketing assets and protect your business from unwanted competition.

Rob T. Case

@robtcase

Did you enjoy this blog on Digital Marketing Assets? Check out our blog on You Must Make Sure You Own Your Marketing Assets

December 13, 2018