[Case Study] Using a Carefully Crafted Digital Media Mix to Crush Sales

What do you do when you’re in a traditional industry facing overpowering competition from online rivals? Find a media company that will put in the time to get to know your brand and the challenges you face, then create customized media solutions to deliver the results that matter most to your business. That’s exactly what Portrait Innovations did when they turned to Mindstream Media Group to help them turn the tide and secure the future vitality of their brand.

About the client

The trained photographers at Portrait Innovations provide a professional portrait studio experience with cutting-edge digital equipment in a warm and inviting environment. However, demand for in-studio photography has declined as consumers increasingly seek door-to-door, non-composed or outdoor photography sessions. As a result, Portrait Innovations needed a revamped media mix including a solid digital advertising strategy to reach specific target audiences and revive their business.

Encouraged by the success of a radical change in campaign structure and advertising channels achieved by Mindstream Media Group in early spring, Portrait Innovations increased their advertising budgets by 10 percent to support the make-or-break annual revenue window of Thanksgiving through New Year’s. This allowed us to expand their media channels even further into carefully calculated platforms and partners.

A winning digital strategy

Spanning the last 12 weeks of the year, the comprehensive plan included:

  • Paid search (Google and Bing) campaigns
  • Programmatic display and video campaigns
  • YouTube advertising
  • Facebook
  • Nextdoor (a private social network for neighborhoods)
  • Pinterest ads
  • Permission-based email campaigns

Over the course of the campaign, media partners and prospecting audience groups were optimized to maximize return on investment (ROI). As the campaign ran, we strategically assigned spend to each channel tactic according to conversion funnel touchpoint (new users vs. previously exposed users) so that weekly budgets supported upcoming studio session goals.

Further out from a holiday date, we focused on priming and reaching new users. As the countdown to the holidays neared, we increased re-engaging exposed users tactics and drove immediate action to book. This dialed-in approach to gaining new customers resulted in 10 consecutive weeks of over 100 percent projected studio sessions.

Ad offers and creative

Specific offers were delivered based on consumers’ levels of interest (i.e., new vs. repeat customer) within select audience groups like:

  • Moms in the market for holiday photos/cards
  • Parents seeking discounts/coupon users
  • Recently engaged couples, etc.

Mindstream Media Group crafted ad imagery and copy to resonate with target audiences by anticipating the photo service package that would best suit the lifestyle and price point needs of each segment. For example, ads targeted to new parents featured newborns or young children and offered multiple sittings (poses) and a free canvas.

We also retargeted customers that canceled appointments or failed to show with offers to receive 20 percent off a general session. We crafted relatable copy to accompany these retargeting ads like “We understand that life moves fast, but that’s ok. Reschedule Today!”

Presenting each audience group with an ad relative to their needs with an easy way to immediately book appointments online prompted action. The fast user response rates lead to fully booked studios and sales revenue.

A solid end to the year

Mindstream Media Group crushed Portrait Innovations’ holiday budget goals by delivering a 7:1 ROI.

Contact Mindstream Media Group to find out how we can help crush your brand’s sales goals.

[MARCH 2019] Local SEO Trends Featuring News from Yelp, Waze and Google

Local search moves fast. That’s why our team of experts is here to help local businesses and multi-location brands keep up with the latest search engine optimization (SEO) news and trends. Here’s a recap of a few of the biggest stories in local SEO from the past month.

Yelp rolls out Verified License badges

In March, Yelp started rolling out a new feature for its listings – the Yelp Verified License. Listings sporting the shield, which is indicated by a blue shield with a check mark, have been manually verified by Yelp as a legitimate and trustworthy business. Yelp is rolling out the shields for business pages of service providers across the home and local services category, including contractors, plumbers and movers, along with other high-trust businesses like childcare and estheticians.

By clicking on the shield users can see all relevant licensing information.

March Local SEO Update - Yelp Verified Listings


Yelp has claimed that including the YVL shield boosts listing engagement and visibility. According to Yelp:

In early experiments with contractors on Yelp, the Verified License badge helped both consumers and businesses. On average, having a Verified License badge on a business page increased consumer engagement, including clicks, calls, quote requests and other actions, by 24 percent.

Yelp Verified Licenses are currently only available in select states – Arizona, California, Florida, Georgia, New York, Texas and Washington – but the plan is to roll it out to other states in the future. Businesses in the qualifying states and categories can apply to Yelp to be included in the program. Yelp’s Verified License program costs $1 per day and businesses will need to submit an application to be considered.

Why this is big for local SEO

In an ecosystem where fake reviews are more common than not and 86 percent of users read reviews before deciding to trust a local business, adding another stamp of approval to your online reputation certainly won’t hurt.

Waze expands its navigational ad offerings

In 2017, Waze rolled out Waze Local – an advertising solution that allowed local businesses to target nearby drivers with meaningful ad experiences. Now, the Google-owned navigation app is ready to expand the offering by connecting traditional billboards with in-app ads. According to Search Engine Land:

Waze geofenced roughly 300 billboards in Southern California. Drivers along routes passing McDonald’s billboards were shown “zero-speed takeover” ad units, which only appear when the car is stopped. The ads included a “drive there” call-to-action, which then routed drivers to a nearby McDonald’s location. Ads could be shown at any point along the driver’s route but were not shown if drivers had gone out of range of McDonald’s locations.

March Local SEO Update - Waze OOH in-app ad integration

Image source: Search Engine Land

Why this is big for local SEO

The campaign was a hit for McDonald’s, delivering more than six million impressions to Waze users and driving more than 8,000 visits to nearby locations. This new ad type is just another example of the many opportunities now available for local marketers looking to coordinate between traditional and digital media efforts.

Digital takeaways for brick-and-mortar grocery stores

Think with Google is known for sharing stats and trends that help local marketers understand how consumers interact with their business. In its latest research, Think with Google shared a wealth of insights and stats for traditional grocers looking to connect with a growing number of online grocery shoppers.

  • Only 3 percent of U.S. grocery shopping occurs online, but e-commerce penetration is projected to triple over the next 10 years.
  • More than 50 percent of offline grocery sales are influenced by digital, and 43 percent of consumer packaged goods (CPG) shoppers said they used search to become inspired, browse or conduct research in their most recent shopping journey.
  • Among consumers who haven’t used an online grocery shopping service yet, 96 percent said they would look first to a traditional brick-and-mortar retailer for home delivery, and 85 percent say they would select a store they already visit.
  • Consumers who haven’t used an online grocery shopping service yet pointed to the ability to build a digital shopping list and compare prices as top features they’d value most.
  • Only 42 percent of people who’ve shopped online for groceries once in the past 12 months say that the experience saves them time versus shopping in a store.

Why this is big for local SEO

While grocery stores haven’t experienced the same levels of online disruption as other retail industries, it looks like change is on the horizon. If you work in local marketing for a grocery brand, now is the time to start shoring up your online strategy. Start identifying what online features are most important for your customers and find ways to deliver the shopping experiences they expect.

Are you interested in improving your multi-location brand’s local presence? Contact Mindstream Media Group to learn how we Fast-Forward business for our clients.

How to Conduct a High-level SEO Audit (and Why You Need To)

A holistic search engine optimization (SEO) strategy is one of the most effective ways to make sure consumers can find your brand online. As we explained in part one of our SEO series this week, optimizing a website for search results requires analyzing, adding and improving hundreds of factors that determine the site’s health, relevance and credibility.

Unfortunately, there’s no standard path for optimizing a site. Your brand’s SEO strategy should work to accomplish your specific goals, which makes it difficult to outline the perfect plan. But as we explained in part two of the series, SEO is far too important to ignore. So, knowing all that, where do we even begin?

Simple, by running an SEO audit.

An SEO audit will help you identify the most important issues facing your brand’s website and develop a customized strategy to improve your presence in organic search results. Here’s what you need to know to get started.

What is an SEO audit?

An audit is an essential first step in developing a successful SEO strategy that drives results that really matter for your brand (e.g., improved rankings, increased website traffic, more on-site conversions, etc.). When done right, an SEO audit accomplishes a variety of objectives:

  • Evaluates how easy it is for search engines to discover, crawl and index your site’s pages
  • Gives you an idea of your website’s health, quality and authority
  • Helps you determine and prioritize what you need to do to improve your pages’ rankings in search results

What will an SEO audit uncover?

The purpose of the audit is to identify as many issues affecting organic search performance as possible. Running a full SEO audit will reveal:

  • Technical issues impacting the health of your site
  • On-page SEO issues impacting the usability of your site
  • A profile of the off-site elements that determine the authority of your site

How often should I audit my site?

SEO audit frequency depends a lot on the size/purpose of the site and the scale of the audit. In my experience, I’ve found it’s best to conduct a comprehensive SEO audit every six months and run smaller, mini-audits each month.

There are several factors that make regular SEO audits mandatory:

  • The constant evolution of search engine best practices
  • How often you add new content to your site
  • How frequently search engines crawl your site
  • The possibility of new security issues

How do I run an SEO audit?

Full SEO audits can include a checklist of more than 100 individual items to review and analyze. SEO pros rely on a multitude of specialized tools and methods to crawl websites, scan for issues and evaluate their ability to rank in search results.

With SEO audits, it’s important to crawl before you run (pun intended). If you’re new to SEO, you probably won’t have the tools or resources to conduct a large-scale audit but you can run a high-level scan to get a general idea of how your site is doing.

High-level SEO audit checklist

Make sure there is only one version of your site

Here’s a simple step to ease into a high-level SEO audit: head to your browser of choice and try to access your site using different versions of your domain like:

  • http://[yoursite.com]
  • http://www.[yoursite.com]
  • https://[yoursite.com]
  • https://www.[yoursite.com]

If your site is operating correctly, you should only be able to access one of these URLs – your canonical version. The other versions should all redirect to that URL.

See if your site ranks for your brand name

Head to Google and search for your brand’s name. Then, go to Settings and select Hide private results to prevent Google from using your search and browsing history to dictate the results.

High-level SEO audit step 2 - See if your site ranks for your brand name

Does your website appear in the search results (ideally in the top position)? Perfect.

If you don’t see your site at the top of results, this could mean a few things including:

  • You’ve chosen a common word as your brand name. This isn’t the end of the world but it means you’ll have to put some extra work into your SEO program to find your way to the top of the results.
  • Your site hasn’t established enough authority or relevance to rank above third-party sites that feature your brand (e.g., social media sites, review sites, etc.). This means it’s time to up your site’s cred with a holistic SEO strategy that includes a link building program.
  • Your site isn’t indexed by Google, which is not good. But don’t worry, we’ll explain how to check for this in the next steps.

Set up Google Search Console

Search Console is a free tool from Google that helps you check the index status of your site and identify common SEO issues. If you haven’t verified your site in Search Console yet, follow this link to get started.

High-level SEO audit step 3 - Set up Google Search Console

Make sure your pages are indexed

If Google can’t index a webpage, it can’t rank the page in its search results. To check if Google can index your pages properly, go into your Search Console account, click the Coverage tab and review the results.

High-level SEO audit step 4 - Make sure your pages are indexed

  • Error: These are pages Google couldn’t index for some reason
  • Valid with warnings: These pages have been indexed by Google but there are issues on the page that may need some attention
  • Valid: These pages have been indexed by Google and don’t have any identified issues
  • Excluded: These are pages that you don’t want Google to index

Check for manual actions

While you’re still in Search Console, navigate to the Manual actions tab to see if your site violates any of guidelines that would prevent it from appearing in Google’s search results.

SEO audit - Check for manual actions in Search Console

Make sure your site hasn’t been hacked

To make sure your site hasn’t been hacked, navigate to the Security issues tab under manual actions in Search Console. If Google suspects your site is in danger, or someone has already corrupted your site’s code, you’ll see a notification explaining the issue.

High-level SEO audit step 6 - Make sure your site hasn’t been hacked

Run a mobile-friendly test

With more than half of all website traffic today coming from mobile devices like smartphones and tablets, having a mobile-friendly site is crucial for SEO. To test if your site is mobile-friendly, head over to Google’s aptly-named Mobile-Friendly Test tool, enter your URL and click RUN TEST.

SEO Audit Checklist - How to make sure your site is mobile-friendly
If your site isn’t mobile-friendly, you can view a list of fixes to improve your site. And, even if your site is mobile-friendly, the tool will provide you a list of steps you can take to make it even better.

Next steps

While the steps above are more of a high-level scan than a full SEO audit, they should give you a good idea of how much SEO work your site needs and what you need to do to get started. If you’ve gone through the exercise and uncovered any technical SEO issues you can’t fix, or if you think you may need a more in-depth audit, Mindstream Media Group is here to help. Contact us to learn how we can get you started down the path to a healthier and more optimized website.

10 Reasons Why Your Brand Needs a More Competitive SEO Strategy

Online search has become an essential part of our everyday lives. We use search to find driving directions to nearby locations, figure out the answers that are just beyond our reach (like remembering that one actor from that movie, you know, the one guy?) and research the products we want to buy.

For brands, that last task is significant. Consumers increasingly rely on search to find information about the products and services they want to buy. Which makes it more important than ever for brands to have a search engine optimization (SEO) strategy in place to make it easy for consumers to find the information they need.

Yesterday, in part one of this series, we covered what SEO is and how it works. In part two, we’re going to cover why it’s so important for your brand to implement and maintain a holistic SEO strategy. Here are 10 trends playing out in search today that prove just how important SEO is for brands looking to connect with online consumers.

No. 1: Consumers turn to search often

As a media channel, search commands a massive audience. Each month, Google processes more than 10.3 billion searches in the United States alone. And, while there are several major search engines, no one comes close to Google. The search engine powerhouse is responsible for more than 90 percent of web search traffic.

Google's dominance of the search engine market

No. 2: Consumers rely on search when researching purchases

Consumers aren’t just turning to search to look up trivia and find the latest viral videos. Search is often used as a starting point when consumers begin to research upcoming purchases. This is especially true on mobile devices.

Consumer rely on search engines to research purchases

No. 3: Consumers use search to evaluate options

Consumers often use search engines to conduct exhaustive research and find the products that work best for them based on an endless number of factors. For brands, this makes it essential to implement SEO strategies to make information about your products easy to find for consumers.

Consumers use search to evaluate options

No. 4: Searchers buy from the brands that provide the info they need

When consumers turn to search to research buying decisions, they usually know what products they want but aren’t as concerned with finding a specific brand that sells it. This makes it crucial for brands to stand out with easy-to-find information. Searchers buy from the brands that provide the information they need

No. 5: Consumers now expect to easily find information

Thanks to smartphones, consumers have 24/7 access to Google and are able to conduct exhaustive research on buying decisions at any time. This has given consumers more control over their buying journeys than ever before. Which means brands need to produce and optimize content that provides the information consumers expect.

Consumers expect to easily find information from brands

No. 6: Consumers turn to search for immediate buying needs

Consumers don’t just use search for long-term buying journeys either. They often turn to search to make immediate purchases. And when consumers enter these types of searches, brands need to make their contact information, product descriptions and business hours easy to find.

Consumers turn to search for immediate buying needs

No. 7: Consumers don’t like to scroll far in search results

Most people only focus on the results on the first page of Google. And, thanks to mobile and voice search, first-page real estate is shrinking. Implementing a holistic SEO strategy is essential to make sure your brand’s website can rise to the top of the search engine results pages.

A holistic SEO strategy helps you rank high in search

No. 8: The way consumers search is changing

SEO used to focus on specific, short-tail keywords. This reflected the way consumers searched – they used short, choppy sentences to describe the things they were trying to find. Today’s consumers search in a much more conversational language, using natural terms as if they were talking to another person. If your brand is still using an outdated SEO strategy focused on short-tail keywords, it’s time for a change.

The way consumers search is changing

No. 9: The majority of website traffic comes from smartphones

This conversational search tone is in no small way due to the devices consumers use to conduct searches. Mobile and voice search are quickly taking over as consumers’ preferred search methods. So, while SEO strategies might have focused on desktop results for years, this strategy is no longer going to cut it. To succeed in today’s search landscape, your brand needs to update to a mobile-first SEO strategy.

The majority of website traffic comes from smartphones

No. 10: There’s a wider variety of search results to optimize for

Today’s SEO game isn’t just about ranking well in the standard organic results.  Google has added several “Universal Search” results to their SERPs in recent years. Universal Search results include components like Featured Snippets, Knowledge Graph panels and Accelerated Mobile Pages (AMP). To drive the maximum amount of traffic to your brand’s website, your SEO strategy needs to include plans to optimize for these Universal Search integrations.

There’s a wider variety of search results to optimize for

To learn how you can get started implementing an SEO strategy for your site, check out the third post in this series on how to conduct a high-level SEO audit. 

Need help implementing the most up-to-date SEO best practices for your brand’s website? Contact Mindstream Media Group to learn about our holistic SEO approach.

SEO Fundamentals: What is SEO and How Does It Work?

If your brand operates online in any way, it’s important to have a search engine optimization (SEO) strategy to make sure consumers can find and navigate your website. But the truth is, while pretty much every brand has an online presence, many still haven’t implemented a holistic SEO strategy.

A big part of the problem stems from a lot of digital marketers not knowing exactly what is SEO and how it works. Marketers lack of SEO knowledge is understandable, though. As a discipline, SEO is fairly technical, incredibly nuanced and constantly evolving. Because SEO changes so often, your strategy needs to constantly evolve to keep up with the latest best practices.

If you’re not sure how to implement an SEO strategy for your brand’s website (or if you think your current strategy needs an overhaul), we’ve put together a three-part SEO series to teach you how. In part one, we’re going to help you get started by addressing two main questions:

  • What is SEO?
  • How does SEO work?

What is SEO?

SEO is the process of optimizing a brand’s online presence to improve its search engine rankings and drive organic traffic to its digital properties – namely, its website.

While there are a bunch of search engines, SEO pros typically focus on one – Google. Some estimates put Google’s market share somewhere around 65 percent, but there’s evidence that those numbers are low. SEO aficionado Rand Fishkin recently argued it was probably more like 90 percent. (If you ask me, here’s all the proof you need that Google is the dominant player: when’s the last time you heard some say they were going to Bing something or tell you to just Duck Duck Go it?)

Moral of the story: when it comes to search engines, Google is king and your SEO efforts are best dedicated to optimizing your site around its best practices (which are pretty similar to other search engines anyway).

Google’s search engine result pages (SERPs)

If you’re just getting started with SEO, it helps to have a basic understanding of the main types of organic search results (non-paid results) on Google.

Local search results

For local searches, Google displays a “Local Pack” that typically appears at the top of the SERP or below the paid ads. These results feature a map with markers of each location with links to the businesses’ local listings below.

Google Local Search Results

Organic search results

In searches that include all three result types, Google displays organic results below paid ads and the local pack. The organic results link users directly to the webpage’s URL that’s described in the search snippet.

Google Organic Search Results

Knowledge Graph panel

For searches about specific businesses or entities, Google often serves up a panel toward the top of the SERP with contact information and basic details.

Google Knowledge Graph Panel

Featured Snippets

These search results are displayed at the top of the page for searches that ask basic questions. Featured snippets offer searchers quick answers to their questions and feature information from the page above the URL. Google Featured Snippets

Related: How Featured Snippets Help You Conquer Google’s Search Results

Voice search results

You won’t see these results on a typical SERP. In fact, you won’t see these results at all. These results are the one and only response searchers receive when they conduct a voice search with Google Home’s digital assistant.

Related: Voice Search Marketing – How to Reach Smart Speaker Users

How does SEO work?

Now that we have a better understanding of the search landscape, let’s take a look at the mechanics of SEO. There are hundreds of factors SEO pros can optimize to improve your website’s visibility in organic search results. Figuring out the best strategy for each site requires an in-depth understanding of Google’s search algorithms.

The bad news: Google doesn’t share much about those algorithms so SEO practitioners have to spend a lot of time studying, hypothesizing and testing various strategies to find out:

  • Which ranking factors does Google use in its algorithms
  • Which ranking factors are most important to Google
  • What are the best ways to optimize those factors to improve rankings

The good news: SEO pros have been at this for almost as long as Google has been around and we’re pretty good about sharing our observations with the community. Thanks to this collaborative atmosphere, we have a pretty good idea of what it takes to improve a site’s rankings the right way.

How Google ranks sites

Google uses bots to constantly crawl the web to discover webpages. Once the bots find a webpage, Google uses the page’s technical SEO elements and copy to determine what it’s about. Then, Google uses a process known as indexation to organize the page based on its main topics. Once indexed, Google evaluates the page’s relevance and authority for related search terms. Finally, Google uses the health, quality and authority of the page to determine its rank each time a user enters a related search.

How to impact Google’s rankings

SEO is both an art and a science, so there are various ways to approach it. At Mindstream Media Group, we take a holistic approach to SEO centered around three main areas:

Technical SEO

Ensures sites are compatible with Google’s guidelines so they can be indexed and ranked for related search terms.

On-Page SEO

Improves a website’s quality scores, makes the site more search engine friendly and provides searchers the information they need.

Off-Site SEO

Plays a major role in a site’s ranking by helping Google determine each page’s relevance, trustworthiness and authority.

What is SEO - Components of a holistic SEO strategy
This holistic approach to SEO allows us to accomplish a variety of objectives that deliver real results for our clients:

  • Improved search rankings: Making the site easy for search engines to crawl, index and understand > which improves the site’s rankings in relevant searches > which makes it easier for consumers to find the site
  • Increased organic traffic: Optimizing the technical components that display in search results (e.g., title tags and meta descriptions) > which encourages searchers to click > which drives organic traffic to the site
  • Lead nurturing: Improving the site’s user experience (UX) and content > which makes it easier for visitors to navigate the site and find the information they need > which leads to more conversions (e.g., calls, form submissions, etc.)

Why you need an SEO strategy for your site

Search isn’t just a niche market or a channel that’s nice to have in your overall digital marketing arsenal. Consumers rely on search to find the information they need to research and make purchases. If you’re still on the fence about SEO, make sure to read more at the links below.

Parts two and three of this series:

Part 2: 10 Reasons You Need an SEO Strategy 

Part 3: How to Conduct an SEO Audit

How to Boost Customer Loyalty With Content Marketing

Congrats! A new customer just bought something from your brand, and guess what? You lost money.

Yep, you read that right. Studies have shown that a lot of brands don’t make money on first-time buyers. In many cases, initial purchases simply recoup some of the money brands spent turning those consumers into customers.

Bain & Company studied this conundrum by identifying customer value over time across several e-commerce industries. The study had a number of interesting takeaways for marketers:

  • Return visits are essential for profits. For example, the study found that online apparel brands didn’t turn a profit until individual customers shopped on their site four times.
  • Customer retention is a long game. According to the study, apparel brands need to retain a customer for at least a year before breaking even.
  • Loyal customers = incremental sales. Customer loyalty isn’t just about repeat sales. There are several ways loyal customers drive incremental sales.

The value of loyal customers-v2


How Content Marketing can boost customer loyalty

In the loyalty stage of the buying journey, the relationship between your brand and first-time buyers is fresh, so there’s ample opportunity to strengthen the relationship. The key is to reach your new customers with the right messages at the right times.


To accomplish these goals and objectives, here’s a three-step Content Marketing strategy to help your brand boost customer loyalty.

Step No. 1: Create helpful and informative content

Don’t assume that just because someone buys your product that they know exactly how to use it or that they’re aware of all the bells and whistles. Instead, create content pieces that help your new customer get the most out of your products.

For example, let’s say your brand sells iPhones. Some of your customers could be lifelong iPhone fans who know how to use every feature before they get the device out of the box. But, you’ll also have plenty of customers who aren’t very tech-savvy and might be using a smartphone for the first time.

For the latter group, you have a premium opportunity to build lasting relationships and create a fresh crowd of loyal customers. So, rather than letting them figure out their new phone on their own (and risk losing them when it’s time for an upgrade), create content pieces designed to teach them how to use specific features and proactively address their common questions. Step 1 - Create helpful and informative content

Step No. 2: Send the content directly to customers

When a customer makes a purchase, encourage them to sign up for email alerts or e-newsletters. Not only does this get the content directly to your customers, but you can monitor the relationship in your CRM. With a CRM, you can track micro-conversions (small steps customers take toward a purchase), macro-conversions (major steps toward a purchase or actual sales) and the lifetime value of the customer.

One brand that does a great job with this strategy is Amazon Alexa. Amazon regularly sends out product updates and reminders about popular features to help customers use Alexa and start using other Amazon products. These emails often link to other content pieces (like those we covered in the first step) to help customers learn more.

Step 2 - Send them the content

Step No. 3: Promote the content on social media

For customers who don’t sign up for your email lists or who don’t interact much with emails, there are other ways to get this content in front of them. Publishing the content on your blog and optimizing it for search results is a good start, but you also want to get it out on other channels – like social media.

For an example of this, let’s go back to Amazon. The Facebook post below is just one example of the content Amazon shares about its Alexa device. The post promotes a piece of content the company created that gave customers a look at a day in the life of Alexa. The content piece was both entertaining and informative, showcasing many of the tasks Alexa can perform for users. By promoting the content on social media, Amazon was able to get this piece of content in front of the product page’s 600,000-plus followers.

Step 3 - Promote the content on social media

This is the final post in our series explaining how to use organic content throughout the consumer buying journey. If you’re interested in learning more, check out the previous posts below or contact Mindstream Media Group today to learn how our Content Marketing solution can help you build awareness, nurture leads, drive sales and build customer loyalty.

Intro to Using Content in the Consumer Buying Journey

Organic content and the consumer buying journey - featured image

Overview: Learn how your brand can use organic content like blog posts, product webpages, social media posts, infographics and video to deliver the information consumers need throughout the buying journey.

Increasing Brand Awareness with Organic Content

How Brands Can Use Organic Content to Boost Awareness - featured image

Overview: In the awareness stage, consumers are just starting their buying journey and often have a lot of questions about the purchase. When done right, organic content pieces can help your brand answer those questions and build a rapport with consumers.

How to Use Content Marketing to Turn Shoppers Into Buyers

How to Create Informative Organic Content That Actually Helps Shoppers - featured image

Overview: In the consideration stage, shoppers are conducting specific research about an upcoming purchase and narrowing down their list of options. Check out this post to learn how your brand can reach the top of those lists by delivering the information shoppers need.

Content Marketing Strategies to Drive Sales

Content marketing strategies to drive sales - featured image

Overview: In the decision stage, buyers have made a purchase decision, but that doesn’t mean they know where or how to buy. Check out this blog post to learn three Content Marketing strategies that help brands deliver buyers the right information at the right times.