Get a free marketing consultation with OVENLIGHT2024-01-24T17:15:40+00:00

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Adam Friedman

Adam Friedman

Digital Craftsman & Owner
  • Loves Talking Owner-to-Owner

  • Experienced Digital Marketer

  • Knows big picture and details are equally important

“I love speaking with small business owners knowing that our services will help put them on the path towards success. ”

Adam Friedman

Ovenlight Founder and Digital Craftsman

Curabitur elementum cursus nulla.

What problem are you trying to solve?

Why do you need digital marketing?2024-01-19T19:48:16+00:00

A small business needs digital marketing for three main reasons:

  1. Reach More People – Digital marketing helps your business be seen by more people online. Just like a sign attracts customers to a physical store, digital marketing attracts visitors to your website and social media pages.
  2. Connect with Customers – It allows you to talk to your customers online. You can share updates, promotions, and information, and customers can reach out to you with questions or feedback. It’s like having a conversation with your customers even when they’re not in your store.
  3. Compete and Grow – In today’s world, many people search for products and services online. Digital marketing helps your business show up when people are looking for what you offer. It also lets you compete with bigger businesses and helps your small business grow.

In simple terms, digital marketing is like putting up a sign, talking to customers, and making sure your business is visible and competitive in the online world.

What is social media marketing?2023-12-07T07:15:10+00:00

Social media marketing involves leveraging social media platforms to connect with your audience, build brand awareness, and drive business goals. It encompasses creating and sharing content on platforms like Facebook, Instagram, Twitter, and LinkedIn to engage and interact with your target audience.

For small businesses, social media marketing is crucial as it provides a cost-effective and accessible way to reach a large audience. It allows businesses to build an online presence, connect with customers directly, and showcase their products or services. Social media is a dynamic space where businesses can foster relationships, receive feedback, and stay top-of-mind with their audience. Additionally, it provides a platform for targeted advertising, enabling small businesses to reach specific demographics and maximize their marketing budget. Overall, social media marketing is a powerful tool for small businesses to enhance visibility, connect with customers, and drive growth in the digital landscape.

What is PPC (pay-per-click) and how much does it cost?2023-12-07T07:15:10+00:00

PPC, or Pay-Per-Click, advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. It’s a method of buying visits to your website rather than earning those visits organically.

Examples of PPC advertising platforms include:

  1. Google Ads (formerly Google AdWords): Advertisers bid on keywords, and their ads appear at the top of Google search results when users search for those keywords. Pricing varies based on the competitiveness of the keywords, with advertisers setting a budget for daily or monthly spending.
  2. Facebook Ads: Advertisers create ads that appear in users’ Facebook feeds or on the right sidebar. Pricing is based on factors like audience targeting, ad placement, and bidding strategies.
  3. Microsoft Advertising (formerly Bing Ads): Similar to Google Ads, advertisers bid on keywords to display their ads on Bing and Yahoo search results. Pricing is based on keyword competitiveness and bidding strategies.
  4. X Ads: Advertisers can promote tweets, accounts, or trends to reach a larger audience on Twitter. Pricing is based on engagement, clicks, or impressions.
  5. LinkedIn Ads: Businesses can run sponsored content, sponsored InMail, or display ads to reach a professional audience on LinkedIn. Pricing is typically based on clicks or impressions.

PPC pricing can vary widely based on factors like the platform, industry, target audience, and ad placement. Advertisers typically set a maximum bid for their ads, and the actual cost per click (CPC) depends on the competition from other advertisers targeting the same audience and keywords. Advertisers need to monitor and adjust their PPC campaigns to ensure cost-effectiveness and desired results.

What is link building and how does it work?2023-12-07T07:15:11+00:00

Link building is a crucial aspect of search engine optimization (SEO) that involves acquiring hyperlinks from other websites to your own. These links, often referred to as backlinks, serve as a vote of confidence or credibility for your website in the eyes of search engines.

For small business websites and SEO, link building holds significant importance for several reasons:

  1. Search Engine Ranking: Search engines, like Google, consider the number and quality of backlinks when determining the ranking of a website in search results. Websites with a robust link profile are often perceived as more authoritative and trustworthy, leading to higher rankings.
  2. Increased Visibility: Quality backlinks from reputable sources can enhance the visibility of a small business website. When other websites link to yours, it broadens your online presence and makes your site more discoverable to potential customers.
  3. Traffic Generation: Backlinks not only contribute to SEO but also act as pathways for users to navigate between related content. Quality links can drive referral traffic to your small business website, exposing your products or services to a broader audience.
  4. Establishing Authority: Building links from authoritative and relevant websites helps establish your small business as an authority in your industry. This perception of authority positively influences both users and search engines.
  5. Building Relationships: Link building often involves outreach and relationship-building within your industry or community. Establishing connections with other businesses or influencers can lead to collaborations, partnerships, and further opportunities for your small business.
  6. Navigating Algorithm Changes: As search engine algorithms evolve, having a diverse and high-quality link profile provides a more stable foundation for SEO. It helps small businesses adapt to changes and maintain visibility in search results.

link building is a fundamental component of SEO strategy for small business websites. It not only contributes to improved search engine rankings but also enhances visibility, drives traffic, and establishes credibility within the competitive online landscape.

What is a digital marketing plan and how do I get one?2023-12-23T21:23:12+00:00

A digital marketing plan is a detailed strategy for using online platforms to achieve your business goals. Creating a marketing plan requires:

1. Setting Goals: Clearly define what you want to achieve.
2. Knowing Your Audience: Understand who your customers are.
3. Analyzing Your Business: Identify strengths, weaknesses, opportunities, and threats.
4. Choosing Channels: Pick online platforms that match your goals.
5. Crafting Messages: Develop clear and compelling messages.
6. Planning Content: Create a schedule for your online content.
7. Budgeting: Allocate your budget across different channels.
8. Analytics: Set up tools to track your online performance.
9. Adjusting as Needed: Monitor results and be ready to adapt your plan.
10. Staying Informed: Keep up with industry trends and updates.

What should I look for when hiring a digital marketing agency?2023-12-23T21:27:31+00:00

When hiring a digital marketing agency as a small business owner, consider the following key factors:

1. Reputation and Experience: Look for an agency with a solid reputation and a proven track record of successful campaigns. Experience in your industry is a valuable asset.

2. Services Offered: Ensure the agency provides the specific digital marketing services your business needs, whether it’s SEO, social media, content marketing, PPC, or a combination.

3. Client Testimonials and Case Studies: Read client testimonials and case studies to gauge the agency’s effectiveness and the impact they’ve had on other businesses.

4. Transparency:  Choose an agency that is transparent about their processes, pricing, and results. Clear communication is crucial for a successful partnership.

5. Customization: Look for an agency that tailors their strategies to your unique business goals and challenges rather than offering one-size-fits-all solutions.

6. Reporting and Analytics: Ensure the agency provides detailed and regular reporting on the performance of your campaigns. Transparency in data and results is essential.

7. Digital Presence: Assess the agency’s own digital presence. A reputable agency should have a professional website, active social media profiles, and a strong online presence.

8. Industry Knowledge: Consider agencies that show a deep understanding of your industry. Familiarity with your business landscape can contribute to more effective marketing strategies.

9. Creativity: A good agency should bring creative ideas to the table. Assess their portfolio and determine if their work aligns with your brand vision.

10. Budget Alignment: While cost is a factor, focus on value. Choose an agency that aligns with your budget and provides a clear breakdown of costs associated with their services.

11. Communication Style: Evaluate the agency’s communication style and responsiveness. A good working relationship requires clear and open communication.

12. Scalability: Consider whether the agency can scale their services as your business grows. Ensure they can adapt to your changing needs over time.

By carefully assessing these factors, you can select a digital marketing agency that aligns with your business goals and contributes to your overall success.

How can I tell if my internet marketing is working?2024-01-19T19:43:34+00:00

To determine if your internet marketing is working, consider the following:

Key Performance Indicators (KPIs) and metrics:

1. Website Traffic – Monitor the overall traffic to your website. An increase in traffic can be an indicator of successful marketing efforts.

2. Conversion Rates – Track the conversion rates on your website, such as the percentage of visitors who make a purchase, fill out a form, or take another desired action.

3. Leads and Sales – Measure the number of leads generated and sales made through your online channels. This directly reflects the effectiveness of your marketing in driving business outcomes.

4. Return on Investment (ROI) – Assess the ROI of your internet marketing campaigns by comparing the cost of your marketing efforts to the revenue generated. A positive ROI indicates success.

5. *Click-Through Rates (CTR) – Analyze the CTR for your online ads, email campaigns, and other clickable elements. Higher CTRs often suggest effective messaging and targeting.

6. Social Media Engagement – Track engagement metrics on social media platforms, including likes, shares, comments, and follower growth. Engaged audiences are more likely to convert.

7. Search Engine Rankings – Monitor your website’s rankings on search engines for relevant keywords. Improved rankings can lead to increased visibility and traffic.

8. Email Marketing Metrics – For email campaigns, analyze metrics such as open rates, click-through rates, and conversion rates. These metrics provide insights into the effectiveness of your email marketing efforts.

9. Customer Feedback and Reviews – Monitor customer feedback and online reviews. Positive reviews and testimonials can indicate customer satisfaction and the impact of your marketing on the overall customer experience.

10. Bounce Rates – Assess the bounce rates on your website. Lower bounce rates suggest that visitors find your content relevant and engaging.

11. Time on Site – Measure the average time visitors spend on your website. Longer durations indicate interest and engagement with your content.

12. Brand Mentions – Keep an eye on online mentions of your brand across various platforms. An increase in positive mentions can indicate growing brand awareness.

Regularly reviewing these metrics and comparing them against your goals will provide insights into the effectiveness of your internet marketing efforts. It’s essential to use a combination of these indicators to gain a comprehensive understanding of your overall performance and make informed adjustments to your strategy.

How much of my marketing budget should I spend online?2023-12-07T07:15:12+00:00

Determining how much a small business should spend on online marketing depends on various factors, including the business’s size, industry, goals, and available resources. While there’s no one-size-fits-all answer, here are some considerations:

1. Percentage of Revenue – A common guideline is allocating a percentage of your revenue to marketing. Small businesses might allocate around 7-12% of their revenue, but this can vary based on factors like industry competitiveness and growth goals.

2. Stage of Business – Early-stage businesses or startups may need to allocate a higher percentage of their budget to marketing to build awareness and acquire customers. As the business matures, the percentage may decrease.

3. Competitive Landscape – Assess the competitiveness of your industry. If your competitors are actively investing in online marketing, you may need to allocate a more significant budget to stay competitive.

4. Business Goals – Align your marketing budget with your business goals. If your goal is to rapidly increase market share or launch a new product, a higher marketing budget may be necessary.

5. Target Audience – Consider your target audience and where they are most active online. Allocate budget to channels that effectively reach and engage your audience.

6. Testing and Optimization – Allocate a portion of your budget for testing and optimization. Digital marketing allows for experimentation and adjustments based on performance.

7. Digital Marketing Mix – Consider the mix of digital marketing channels you plan to use, such as social media advertising, search engine marketing, content marketing, and email marketing. Each channel may have different budget requirements.

8. Cost-Per-Acquisition (CPA) – Calculate your acceptable cost-per-acquisition. Determine how much you’re willing to spend to acquire a customer and adjust your budget accordingly.

9. Seasonal Factors – If your business is seasonal, adjust your budget based on peak seasons and periods of increased demand.

10. Return on Investment (ROI) – Continuously monitor and measure the ROI of your online marketing efforts. If certain channels deliver a strong ROI, consider allocating more budget to those channels.

Small businesses must start with a clear understanding of their financial capacity and gradually increase the marketing budget as they see positive results and growth. Regularly assess the performance of your campaigns and adjust your budget allocation based on what works best for your business.

What’s the best way to market online?2023-12-07T07:15:12+00:00

The best way to market online depends on your business, goals, and target audience. However, a comprehensive approach that combines various digital marketing strategies often yields the most effective results. Here are key online marketing strategies to consider:

1. Search Engine Optimization (SEO) – Optimize your website and content to improve visibility on search engines. This involves keyword research, on-page optimization, and building quality backlinks.

2. Content Marketing – Create valuable and relevant content that resonates with your target audience. Content marketing includes blog posts, articles, videos, infographics, and more.

3. Social Media Marketing – Leverage social media platforms to connect with your audience. Develop a strategy for platforms like Facebook, Instagram, Twitter, and LinkedIn to build brand awareness and engage with customers.

4. Email Marketing – Build and nurture relationships with your audience through email campaigns. Send targeted and personalized content, promotions, and updates to your subscribers.

5. Pay-Per-Click (PPC) Advertising – Use paid advertising on platforms like Google Ads and social media to reach a specific audience. PPC allows for precise targeting and measurable results.

6. Influencer Marketing – Collaborate with influencers in your industry or niche to reach their followers. Influencers can provide authentic endorsements and expand your reach.

7. Online Events and Webinars – Host webinars, virtual events, or online workshops to showcase your expertise and engage with your audience. This can help build authority and generate leads.

8. Affiliate Marketing – Partner with affiliates who promote your products or services in exchange for a commission on sales. This can expand your reach and drive sales.

9. Online Reviews and Testimonials – Encourage satisfied customers to leave reviews on platforms like Google, Yelp, or industry-specific review sites. Positive reviews build trust and credibility.

10. Mobile Optimization – Ensure your website and marketing materials are optimized for mobile devices. A significant portion of online users access content through mobile devices.

11. Analytics and Data Analysis – Use analytics tools to track the performance of your online marketing efforts. Analyzing data helps you make informed decisions and optimize campaigns.

12. Chatbots and Live Chat – Implement chatbots or live chat on your website to provide instant assistance to visitors. This enhances the user experience and can lead to increased conversions.

Remember, the effectiveness of these strategies can vary based on your specific business and industry. It’s often beneficial to combine several of these approaches for a well-rounded and impactful online marketing strategy. Regularly monitor and adapt your strategy based on performance metrics and changing market dynamics.

What is digital marketing?2023-12-13T19:58:58+00:00

Digital marketing refers to the use of online channels and technologies to promote and advertise products or services. It’s a way for businesses to connect with their audience, increase brand visibility, and drive sales through the use of various digital platforms. For a small business owner with limited knowledge, here’s a simplified breakdown:

  1. Website Presence – Having a professional website is a fundamental aspect of digital marketing. It serves as your online storefront where potential customers can learn about your business, products, or services.
  2. Social Media – Utilizing social media platforms like Facebook, Instagram, and Twitter to connect with your audience. This involves sharing updates, engaging with followers, and building a community around your brand.
  3. Search Engines – Making sure your business is visible on search engines like Google. This involves optimizing your website (Search Engine Optimization or SEO) so that it shows up when people search for products or services related to your business.
  4. Online Advertising – Using online advertising, such as paid ads on search engines (Pay-Per-Click or PPC) or social media platforms. This helps target specific audiences and increase visibility.
  5. Email Marketing – Sending targeted emails to your customers or potential customers. This could include newsletters, promotions, or updates about your business.
  6. Content Marketing – Creating valuable content, such as blog posts, articles, or videos, to provide information, solve problems, and engage with your audience. This content can be shared on your website, social media, or through email.
  7. Analytics – Using tools to measure and analyze the performance of your online efforts. This data helps you understand what is working well and where you can make improvements.

Digital marketing allows small businesses to reach a broader audience, engage with customers, and compete in the online marketplace. While it might seem overwhelming at first, focusing on a few key strategies based on your business goals can make a significant impact.

What’s the difference between SEO and SEM?2023-12-20T03:55:07+00:00
  • SEO (Search Engine Optimization): This is like making your online content friendly to search engines so that when people search for things, your website shows up in the results. It’s like putting up a sign so people can find your store.
  • SEM (Search Engine Marketing): This is like paying for ads to show up when people search for specific keywords. It’s a bit like paying for a spotlight to make sure people notice your store right away.

In summary, SEO is about optimizing your website to naturally appear in search results, while SEM involves paying for ads to appear prominently in those results.

Can you do marketing yourself or do you need an agency?2023-12-20T02:56:53+00:00

Yes, as a small business owner, you can certainly do marketing yourself, especially with the wealth of online resources and tools available. Here are some considerations:

Pros of DIY Marketing:

  1. Cost-Effective: Doing your own marketing can save money compared to hiring an agency.
  2. Hands-On Learning: It allows you to gain a better understanding of marketing and what works for your business.
  3. Flexibility:  You have full control over your marketing strategy and can make changes quickly.

Cons of DIY Marketing:

  1. Time-Consuming: Marketing can take time, and as a business owner, your time might be better spent on other aspects of your business.
  2. Learning Curve: Marketing involves various skills, and there might be a learning curve, especially if you’re new to it.
  3. Limited Expertise: Marketing agencies often bring specialized skills and experience that you might not have.

Tips for DIY Marketing:

  1. Start Small: Begin with a few marketing channels and tactics rather than trying to do everything at once.
  2. Educate Yourself: Take advantage of online courses, articles, and resources to learn about digital marketing.
  3. Use Tools: Explore marketing tools that can help streamline your efforts, from social media schedulers to analytics platforms.

When to Consider an Agency:

  1. Limited Time: If you find that marketing is taking too much time away from running your business.
  2. Complex Campaigns: For more complex campaigns or specialized strategies, an agency’s expertise might be beneficial.
  3. Scaling Up: When your business grows you need a more extensive and targeted marketing approach.

Ultimately, the decision depends on your resources, goals, and comfort level with marketing tasks. Many small business owners start with DIY efforts and later consider hiring an agency as their business expands. It’s a matter of finding the right balance that works for you and your business.

How much does digital marketing cost?2023-12-20T03:44:01+00:00

The cost of digital marketing for a small business can vary widely based on factors like your industry, goals, and the specific strategies you choose. Here’s a breakdown to give you an idea:

  1. Budget Percentage – As a general guideline, small businesses often allocate around 7-12% of their revenue to marketing. This includes both traditional and digital marketing.
  2. Specific Channels – Costs vary based on the digital marketing channels you use. For instance:
    – SEO efforts might range from a few hundred to a few thousand dollars per month.
    – Social media advertising can start from as low as $5 per day but can increase based on your audience size and targeting.
  3. Paid Advertising – If you’re using paid advertising (Pay-Per-Click or PPC), your budget will depend on factors like keywords, competition, and your desired reach. Starting with a small budget and gradually increasing it based on performance is a common approach.
  4. Content Creation – Creating content for your website, blog, or social media may involve costs for graphic design, writing, or video production. Costs can vary based on the complexity and quality desired.
  5. Tools and Software – Consider costs for marketing tools and software that can help with analytics, automation, and other aspects of your strategy.
  6. Agency Costs – If you decide to hire a digital marketing agency (OVENLIGHT), costs can vary. Sometimes we work on a project basis, while other engagements require a monthly retainer. Monthly rates can vary from a few hundred to several thousand dollars per month.

Tips for Budgeting

  1. Start Small: Begin with a manageable budget and scale up as you see results.
  2. Focus on ROI: Consider the potential return on investment (ROI) for each marketing activity. Some strategies may deliver a higher ROI than others.
  3. Test and Learn: Experiment with different channels and tactics to see what works best for your business.

It’s crucial to approach digital marketing with a clear understanding of your goals and a willingness to adapt your budget based on performance. Whether you choose to handle marketing internally or hire OVENLIGHT, having a well-thought-out strategy will help make the most of your budget.

How do I get my website to the top of Google?2023-12-20T03:41:02+00:00

Getting to the top of Google is possible for any business. The two ways are PPC and SEO. Let’s break down PPC (Pay-Per-Click) and SEO (Search Engine Optimization) in simple terms:

PPC (Pay-Per-Click)

  1. How It Works: – PPC is like renting space at the top of Google. You create ads for specific keywords, and your ad appears when people search for those keywords.
  2. Immediate Visibility: – It provides instant visibility. As soon as you set up and fund your PPC campaign, your ads can appear at the top of search results.
  3. Costs: – You pay each time someone clicks on your ad. The more competitive the keyword, the higher the cost per click.
  4. Control: – You have control over your ad content, targeting, and budget. It’s a quick way to get noticed but requires ongoing payments.

SEO (Search Engine Optimization)

  1. How It Works: – SEO is like building a strong foundation for your website. You optimize your site so that Google sees it as relevant and trustworthy for certain keywords.
  2. Long-Term Strategy: – Unlike PPC, SEO takes time to show results. It’s a long-term strategy that involves improving your website, creating quality content, and earning trust from Google.
  3. Organic Visibility: – Once your SEO efforts gain traction, your website can appear in the regular (organic) search results without ongoing payments.
  4. Costs: – While SEO doesn’t have direct per-click costs, it requires time, effort, and sometimes hiring professionals for optimization tasks.

Choosing Between PPC and SEO

  • PPC is for Quick Visibility: – Use PPC if you want immediate visibility and are willing to pay for each click. It’s great for short-term campaigns or promoting specific events.
  • SEO is for Long-Term Growth: – Choose SEO if you’re looking for sustainable, long-term visibility. It requires patience, but once established, it can bring consistent, organic traffic without ongoing ad costs.

Best Approach

  • A combination of both PPC and SEO often works well. Use PPC for instant visibility while working on building your site’s SEO for lasting, organic results.

Remember, the best strategy depends on your business goals, timeline, and budget. Many businesses find success in a balanced approach that leverages the strengths of both PPC and SEO.

Do i need a blog?2023-12-20T03:27:48+00:00

Having a blog on your small business website can be highly beneficial for several reasons:

  1. Improved SEO: – Regularly updating your website with fresh, relevant content through a blog can positively impact your search engine rankings. Search engines like Google favor websites that consistently provide valuable information.
  2. Increased Website Traffic: – A blog can attract a wider audience to your website. When you create content that answers common questions, addresses customer concerns, or provides valuable insights, you’re more likely to attract visitors searching for those topics.
  3. Showcasing Expertise: – A blog allows you to showcase your expertise in your industry. By sharing your knowledge, you position your business as an authority in your field, building trust with potential customers.
  4. Engagement and Interaction: – Blog posts provide an opportunity for engagement. Readers can leave comments, share your content on social media, and interact with your business. This engagement fosters a sense of community and loyalty.
  5. Content for Social Media: – A blog serves as a source of content for your social media channels. You can share your blog posts, driving traffic back to your website and increasing overall visibility.
  6. Promotion and Marketing: – Use your blog to promote your products or services indirectly. Share success stories, case studies, or information about your offerings in a way that provides value to your audience.
  7. Long-Term Value: – Blog posts have a longer lifespan than some other types of content. They can continue to attract visitors and provide value over an extended period, contributing to the long-term growth of your website.

While having a blog can be highly advantageous, it’s essential to approach it strategically. Consider your target audience, industry, and the topics that align with your business goals. Consistency is key; aim to update your blog regularly with quality content that resonates with your audience.