Color is one of a designer's most powerful tools, capable of capturing attention and evoking deep emotions. Each person's reaction to color is shaped by their unique life experiences and cultural associations, which makes color a uniquely subjective yet universal language. As Sean Adams aptly puts it in The Designer’s Dictionary of Color, 'Color is subjective and emotional. It is a language all its own. It can be loud or quiet, somber or whimsical; it can remind us of the sea or a school, a factory or a forest. Color is an incredibly powerful tool.'
For marketers, understanding the psychology of color is essential for creating impactful digital experiences. Whether you’re choosing vibrant hues to boost engagement or more subdued tones to build trust, the right color choices can profoundly influence consumer behavior, brand perception, and user engagement. By tapping into the stories and emotions behind each color, brands can connect with their audiences in more meaningful ways.
When deciding on a brand palette, it’s essential to first consider the emotions, meanings, and associations behind potential colors. What messages or ideas does the brand want to communicate? Are there associations it should avoid?
Before choosing a color, start by defining the brand’s personality. We recommend reflecting on these key questions to guide the process:
Once the brand personality is clearly defined, you can begin exploring colors that align with and amplify that identity.
Each color carries a rich history of associations and meanings, with the power to evoke strong emotions and influence consumer behavior. With the brand personality in mind, let’s explore how each color is perceived and how you can use them effectively in your marketing strategy!
RED
Red is bold and stimulating, often symbolizing love and passion but also associated with danger and urgency. It’s attention-grabbing and can dominate an environment, making it a powerful choice in marketing to evoke strong emotional responses. Designers often use red as an “exclamation point” in compositions, drawing the eye instantly.
ORANGE
Orange radiates warmth, joy, and creativity. It’s often linked to energy and happiness, sitting between the fierceness of red and the brightness of yellow. It is the color of sunsets and ripe summer fruit. Orange is a great choice for brands wanting to project playfulness and approachability.
YELLOW
Yellow embodies happiness, sunlight, and optimism, signaling positive energy and hope. However, it also has associations with caution (think yellow traffic signs) and even cowardice. Designers must be careful with yellow’s use to ensure the tone matches the desired message.
GREEN
Green is the color of life, symbolizing nature, health, growth, and prosperity. Traditionally linked to success, it signals "go" in traffic lights, is considered "lucky" in Western culture, and evokes feelings of relaxation and peace. Positioned between yellow and blue on the color wheel, it blends the joy of yellow with the tranquility of blue.
BLUE
Blue conveys trust, honesty, and loyalty, making it a client-favorite choice for brand design. While blue can be soothing, it can also evoke sadness if overused. Culturally, blue is often seen as masculine, while pink is associated with femininity. Brands often use blue to communicate professionalism and stability, especially in corporate settings.
PURPLE
Purple represents spirituality and is commonly associated with royalty, Eastern religions, and Catholicism. Purple is both luxurious and mysterious, evoking inspiration and a sense of fantasy. Its depth can also convey an air of intimidation and superiority.
PINK
Pink is the color of femininity and romance. It communicates love, compassion, and innocence. With strong gender associations, it has been a staple in baby girls’ clothing for decades. While it represents youth and sweetness, too much pink can sometimes come across as overly childlike or whimsical.
BROWN
Most cultures connect brown with the earth. Brown is a stable, comforting color that represents nature and safety. It is the color of coffee, chocolate, and wood, and often carries warm emotions with it. Its complexity allows for a range of warm to cool tones, so designers should be strategic in selecting the right shades of brown.
GRAY
Gray is a neutral and conservative color that exists on a spectrum between black and white. While it can seem emotionless, its perception varies with tone: light gray appears subtle and sophisticated, while dark gray exudes richness and elegance. The phrase “gray area” implies moral ambiguity.
BLACK
A powerful tool, black will add depth to any project. It symbolizes discipline, formality, and confidence. While excessive use of black can feel overwhelming and depressing, when applied strategically, it can convey sophistication and maturity. When paired with other colors, the perceived meaning of black can shift and evolve.
WHITE
Often viewed as blank or "white space," white is rarely used as a dominant color. However, when paired with other colors, it creates contrast and drama. White can bring a sense of openness and space to branding, but it needs to be paired thoughtfully with other elements to avoid feeling stark. Culturally, it symbolizes purity, cleanliness, and innocence.
Once you’ve defined your brand personality and gained a solid understanding of color psychology, it's time to determine which colors will work best for your brand. Here are a few essential tips to guide your decision-making process:
Select colors that enhance and align with your brand personality: The colors you choose should reflect the essence of your brand. For example, a brand that embodies innovation and creativity may opt for vibrant, bold colors, while a brand focused on luxury and refinement might lean toward deeper, more sophisticated tones.
Consider colors that set you apart from competitors: Take note of the colors commonly used in your industry, but aim to differentiate yourself. Choosing a color palette that stands out from the competition can help your brand become more memorable and recognizable.
Opt for colors that resonate with your target audience: Think about who you’re trying to reach and what appeals to them emotionally. Different demographics respond to colors in unique ways, so be sure to select a palette that will connect with your audience on a deeper level.
Assign primary and secondary brand colors: Establishing a hierarchy of colors can help create a cohesive and versatile palette. Primary colors should be the core of your brand’s identity, while secondary colors can add depth and flexibility to your design.
Get inspired: Stay current by exploring color trends and design resources. Look for inspiration in successful brands or creative projects to discover fresh ideas for effective color usage.
When it comes to finding the perfect color palette, there are plenty of great tools and resources available to help spark creativity. Here are a few of our top picks for discovering and refining color combinations:
Coolors: A quick and easy color palette generator
Pinterest: An all-in-one resource for design, color, and style inspiration.
Dribbble: A go-to destination for illustration, web design, and branding inspiration.
ColorZilla: A free Chrome extension that lets you pick any color from your browser and easily copy its HEX code.
Color Hunt: A library of designer-curated color palettes.
As we enter Q4, the holiday season brings both opportunities and challenges for lifestyle brands. This year, with Thanksgiving, Black Friday, and Cyber Monday falling later than usual, brands must navigate a compressed calendar. With only one shot to get their promotions right, early preparation and a well-executed strategy will be key to maximizing revenue. Here are some tips and a detailed roadmap to ensure your brand thrives during this busy season.
Now that you're armed with essential tips, here’s a week-by-week roadmap to guide you through the holiday season.
Week 1 (Early October): Establish Your Promotion and Budget
Week 2 (Mid-October): Prepare Creative Assets and Website
Week 3 (Late October): Build Campaigns and Get Gift Guides Live
Week 4 (First Week of November): Finalize and Test Promotions
Week 5 (Mid-November): Launch Your Holiday Campaigns
Week 6 (Thanksgiving Week): Make the Final Push for Black Friday/Cyber Monday
Week 7 (Post-Shipping Cutoff): Emergency Gifting and Gift Card Campaigns
To make the most of Q4, lifestyle brands must balance early preparation with last-minute flexibility. A strong, well-executed strategy—starting early, using personalization, and leveraging urgency—can help brands stand out in a crowded market and maximize revenue. Stay tuned for more service-specific holiday tips, and if you need assistance refining your Q4 approach, the team at Good & Gold is here to help. Contact us today for expert guidance.
In the rapidly evolving digital landscape, staying ahead of the curve is essential for any eCommerce and online business. One of the latest innovations shaking up the industry is Google's Search Generative Experience (SGE).
But what is SGE, and how is it impacting click-through rates (CTR) for eCommerce websites and online businesses?
This article delves into the implications of SGE for eCommerce businesses, exploring how this new technology affects search behaviors and what businesses can do to adapt.
Search Generative Experience (SGE) is Google's groundbreaking feature that uses advanced generative AI to enhance the traditional search engine experience. Unlike the standard search algorithms that focus on ranking pages based on keywords, SGE delivers more contextually relevant, personalized, and interactive results. This AI-driven approach aims to understand the user's intent better and provide them with comprehensive answers directly on the search engine results page (SERP).
SGE can generate detailed responses to queries, often pulling from multiple sources to create a synthesized answer that appears at the top of the search results. This innovation marks a significant shift in how users interact with search engines and, consequently, how businesses need to approach search engine optimization (SEO) and marketing.
This change aligns with Google's broader mission to make information universally accessible and useful but introduces new challenges and opportunities for online businesses.
The introduction of SGE is significantly altering the landscape of CTR, which is a key metric for evaluating the effectiveness of search-based marketing strategies. Here’s how:
With SGE providing detailed answers directly within the search results, users may no longer feel the need to click through to a website to find the information they need. This shift could result in a decrease in CTR for traditional organic search results, as users might find their queries sufficiently answered without leaving the search engine results page (SERP).
Traditional SEO practices, which have long focused on optimizing content for specific keywords to rank higher in search results, will have to evolve. Businesses will need to consider how to optimize for SGE, focusing on providing content that complements the AI-generated responses or offers value beyond what SGE can provide directly.
As SGE becomes more prevalent, the importance of securing featured snippets and rich results (like images, videos, and other interactive content) grows. These elements are more likely to capture attention within an SGE-enhanced search environment, offsetting some of the CTR declines for traditional links.
While overall CTR might decline, the traffic that does click through may be of higher quality. Users who proceed beyond the SGE responses are more interested in the products, leading to better conversion rates.
SGE is transforming the way consumers search for and discover products online, which has significant implications for eCommerce businesses. Here are some of the key impacts:
One of the most immediate impacts of SGE on eCommerce businesses is the potential reduction in organic traffic.
For many eCommerce businesses, particularly smaller ones, brand visibility on Google’s SERPs (Search Engine Results Pages) is crucial for attracting customers. However, as SGE offers more detailed answers within the search results themselves, the space for traditional organic listings may become more limited. This can make it more challenging for eCommerce brands to stand out, especially if they are not among the top results or if their content is not featured in AI-generated snippets.
The rise of SGE asks for a shift in SEO and content strategies for eCommerce businesses. Traditional keyword optimization is no longer be sufficient. Instead, ecommerce businesses need to focus on creating content that is optimized for AI interpretation, such as by addressing common customer queries concisely and directly. Additionally, structured data and schema markup are becoming increasingly important to ensure that product information is easily understood and featured by SGE.
On the positive side, SGE has the potential to enhance the customer experience by providing more accurate and tailored search results. For example, if a user searches for a specific product, SGE could generate a detailed product comparison or a summary of reviews, helping customers make more informed decisions. This could lead to higher quality traffic, as users who do click through to an eCommerce site may be more ready to purchase.
SGE's ability to present rich media and visual content directly within the search results is another factor that eCommerce businesses must consider. High-quality images, videos, and other rich content formats play a more significant role in attracting attention within an SGE-dominated SERP. Businesses will need to invest in creating compelling visual content that can stand out in this new environment.
To thrive in the age of SGE, eCommerce businesses must adapt their strategies to align with this new search landscape. Here are some actionable steps:
Focus on creating content that is easily digestible by AI, such as concise product descriptions, FAQs, and other content that directly answers common questions. Implementing structured data is also essential to ensure that your products are prominently featured in AI-generated responses.
Invest in high-quality images, videos, and other forms of rich media that can enhance your visibility within SGE's search results. Consider creating video content that showcases your products, as videos are more likely to be highlighted by SGE.
As SGE improves the quality of search results, ensure that your website provides an equally high-quality user experience. This includes fast loading times, mobile optimization, and a seamless checkout process, all of which are critical for converting high-quality traffic into sales.
SGE is a game-changer in the world of search, offering users more detailed and contextually relevant answers directly within the SERP. For eCommerce businesses, understanding **what is SGE** and how it impacts CTR is critical for adapting to this new search paradigm. While SGE presents challenges, such as potential declines in organic traffic and increased competition for visibility, it also offers opportunities for businesses to attract higher-quality traffic and improve conversion rates. By optimizing content for AI, investing in rich media, and refining paid search strategies, eCommerce businesses can continue to thrive in an increasingly AI-driven market.
Ever wonder what fuels our creativity and keeps us buzzing at Good & Gold? Here's a glimpse into what lights our fires. This month, we're pulling back the curtain to share the latest and greatest in our team's reading and listening favorites. From thought-provoking books to energizing tunes, discover what our employees are currently into and maybe find your next favorite read or listen!
Reading - Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin - I picked this book up to read while on vacation and could not put it down. The unique narrative style and poignant character development made me feel intimately connected to the web of emotions and experiences - Creativity, friendship, love, ambition, and self discovery.
Listening - I'm listening to Tycho, Maribou State, and Khruangbin, whose dreamy, soulful, surfy, and world-traveling vibes are setting the perfect stage for my summer mood.
Reading - The Nightingale by Kristin Hannah - earlier this year, I read my first Kristin Hannah Book, The Great Alone. It quickly became my all-time favorite read. I’m only a few chapters into The Nightingale, but it’s good so far, and I’ve heard it’s a tear-jerker!
Listening - Caamp, Noah Kahan, Lizzie McAlpine… all things folky and acoustic and easy listening for the summer.
Reading - All Fours by Miranda July - My book club, a group of 30-45 year old moms, dove head first into this thought-provoking, conversation-sparking and memorable read. The conversations about this book seem to never end!
Listening - LEON, Miguel, BEYONCE - I’m all about artists with rich musical vibes - introspective and dreamy to bold and dancy.
Reading - The Measure by Nikky Erlick - I got this book as a present and I must admit it has made me ponder about the purpose and meaning of life and how we can easily lose sight that life is short and that we need to make the most of every day and moment.
Listening - I am listening to Just one Thing with Michael Mosley. The above book made me look in the direction of generally having a better health and wellbeing approach. “If time is tight, what’s the one thing you should be doing to improve your health and wellbeing?”
Reading - The Four Agreements by Don Miguel Ruiz - I had heard people talking about this book here and there and finally picked it up and dove in this summer. Written in a unique, simple format, I was immediately intrigued. This book expands upon four broad concepts that basically allow you to gain more freedom within your life and is really just a simple method to being happy.
Listening - My most recent playlist is filled with Vieux Farka Touré, Carole King, Thee Sacred Souls, Cocteau Twins, Charley Crockett, and Qendresa. A podcast I’ve been loving lately is called Otherworld. It tells real stories by people who have experienced something paranormal or unexplainable. It’s slightly spooky without being scary, and is such an intriguing listen!
Reading - Life Ceremony: Stories by Sayaka Murata - A compelling collection that invites readers into a world where societal norms are turned on their head. Through surreal storytelling, Murata examines the essence of human connections in a rapidly changing world, addressing themes of love, death, and societal expectations with a bold, unconventional flair. I particularly enjoyed how the stories often blurred the lines between the grotesque and the beautiful, and pushed me to consider the bizarre as potentially normal. A great read for fans of speculative fiction and those intrigued by the quirks of human nature.
Listening - Challengers [MIXED] by Boys Noize, Trent Reznor and Atticus Ross. This album from the recently released film Challengers is full of energetic, playful house beats that are great for working out, dancing, or stumbling through a contentious polyamorous relationship.
Reading - The Hike - a book that’s very similar to Stephen King’s Fairy Tale. The story follows a man who goes for a hike one day while on a work trip and finds himself in a land where he must face his inner demons and grow in order to escape.
Listening - Lore - A great but slightly dark podcast that “explores the mysterious creatures, tragic events and unusual places that fill the pages of history.”
Reading - Samsung Rising: Geoffrey Cain - An inspiring and detailed account of Samsung’s rise to power across several industries and its fight against Apple. This book explores Samsung’s tumultuous beginning, unique corporate culture, and desire to bring South Korea onto the global stage with constant competition and innovation. Samsung’s ebbs and flows in wins, losses, and leadership make this a compelling read that gives deep insight to a lesser known part of our daily world.
Listening - Lex Fridman: An AI researcher, scientist, and podcast host known for his deep, insightful conversations with a diverse range of guests. His podcast, "The Lex Fridman Podcast," explores topics like artificial intelligence, technology, science, and the human condition, featuring thought leaders from various fields. Listening to his podcast offers a blend of intellectual stimulation and personal growth. He regularly has unique guests such as Sam Altman, Mark Cuban, Elon+Kimbal Musk, Bill Ackman, Jeff Bezos, Mark Zuckerberg, Jimmy Wales, and Marc Andreessen.
Reading - The Illusion of Choice: 16 ½ Psychological Biases that Influence What We Buy" - This insightful book captivated me with its relevance to both my career and understanding general human behavior. It expertly distills complex decision-making biases into digestible principles and chapters. A must-read for those in marketing, advertising, or entrepreneurship, it offers practical applications for everyday decision-making, selling, and negotiation tactics. I found it to be a quick, simple, and useful read that has already started to influence my approach to work and personal decisions.
Listening - "Bass Boat" by Zach Bryan from his newest album "The Great American Bar Scene" - This song inspires a sense of nostalgia as it reminds me of the lake town I grew up in, watching bass boats glide by my parents' house on the lake. While the lyrics don’t completely align with my personal experience, the general sentiment, raw emotion, and melody evoke a sense of calmness and self-reflection. It captures the serene beauty of golden hour, and the moment the sun sets where you forget everything around you and are fully present. Life doesn’t always go the way you hope, with its twists, turns, and unforeseen events. This song is a reminder to be present, enjoy the little things and small moments, and cherish the people that bring you joy—those are the memories that will carry you through life.
Reading - I’m currently reading “Inspired: How to Create Tech Products Customers Love” by Marty Cagan. I’ve read several of his books, and he truly is an expert in building products and experiences that matter—with the customer always at the forefront. This book emphasizes the importance of avoiding biases that can lead us away from delivering the best possible product to the end user, whether it’s a tech product or any other offering. One concept that has really stuck with me is the idea of consistently and constantly delivering new value to the customer, even if it means revisiting old ideas. This principle goes beyond the tech industry and applies to e-commerce and any consumer-driven product. If you don’t live and breathe the goal of driving value at every level for your customers, you won’t achieve the growth you’re aiming for.
Listening - I’ve been rotating between music of my eclectic youth (90s grunge, Red Hot Chili Peppers, T-Pain, Usher, The Eagles, Lil Wayne—you get the idea) and discovering artists that I may have missed along the way. Some folks I have been jamming to lately have been The Teskey Brothers and the Guantanamo Bay Surf Club, both have been a great way to wind the evening down with some chill melodies and soulful voices.
In the world of digital marketing, data is king. Understanding how your ads perform, where your traffic comes from, and how users interact with your website is crucial for making informed decisions. While standard ad platform tracking and Google Analytics 4 (GA4) offer valuable insights, they come with certain limitations. In this blog post, we'll explore the pitfalls of standard ad platform tracking, the challenges of GA4, and how third-party tracking solutions can provide a more comprehensive and accurate picture of your marketing efforts.
Standard ad platform tracking, such as those provided by Facebook Ads or Google Ads, often suffer from platform bias. Each platform tends to attribute conversions to itself, leading to over-reporting. This bias can distort your understanding of which channels are truly driving results, making it difficult to allocate your budget effectively.
Ad platforms typically track data within their own ecosystem. This siloed approach means that cross-platform insights are limited. If you're running campaigns across multiple channels, it becomes challenging to get a unified view of your customer journey and overall marketing performance.
Standard ad platforms often use last-click attribution by default, which credits the final touchpoint before a conversion. This model can undervalue upper-funnel activities like awareness and consideration campaigns that play a crucial role in guiding customers down the funnel.
GA4 introduces a new way of tracking and analyzing data, which can be complex and require a steep learning curve. For marketers used to Universal Analytics, adapting to GA4's event-based model and navigating its new interface can be daunting.
GA4 often employs data sampling when processing large datasets, which can lead to inaccuracies. Sampled data might not fully represent your actual traffic and user behavior, leading to potentially misleading insights.
With increasing privacy regulations like GDPR and CCPA, GA4 has implemented stricter data collection practices. While this is a positive step for user privacy, it can result in less granular data and limitations on tracking certain user interactions.
Third-party tracking solutions excel in providing cross-platform attribution, allowing you to see the complete customer journey across multiple channels. This holistic view helps in accurately identifying which touchpoints contribute most to conversions, enabling better budget allocation.
Third-party trackers often utilize advanced algorithms and methodologies to reduce data inaccuracies and biases. This ensures that you get a more precise understanding of your marketing performance without over-reliance on any single platform's data.
Unlike standard ad platforms and GA4, third-party tracking solutions offer greater customization options. You can tailor tracking to fit your specific business needs, set up custom attribution models, and create detailed reports that align with your marketing goals.
Third-party solutions provide in-depth reporting capabilities, combining data from various sources into a single dashboard. This unified reporting helps in making more informed decisions and understanding the true impact of your marketing efforts.
Many third-party tracking providers prioritize privacy compliance, offering tools and features that help you adhere to regulations while still gaining valuable insights. This balance ensures that you respect user privacy without sacrificing data quality.
While standard ad platform tracking and GA4 offer valuable insights, they come with significant limitations that can hinder your ability to fully understand and optimize your marketing efforts. Third-party tracking solutions address these challenges by providing cross-platform attribution, enhanced accuracy, greater customization, comprehensive reporting, and advanced privacy compliance.
Investing in a robust third-party tracking solution can be a game-changer for your marketing strategy, helping you make data-driven decisions with confidence and ultimately driving better results for your business.
At Good & Gold, we believe in the power of storytelling through design and strategy. This year, our story has been recognized in a remarkable way—we are thrilled to announce that we’ve been nominated for several prestigious awards and have proudly taken home two significant wins!
The Netty Awards celebrate achievements in the digital landscape, honoring top companies and leaders across more than 100 distinct categories. They set a benchmark for excellence and are a testament to the creativity, innovation, and technical prowess demonstrated by the winners.
We were honored when the Netty Awards reached out to us to let us know we had been recognized and nominated for the Creative Website Design of Alfred Coffee. The goal behind our website design was to blend creativity with functionality, creating a digital experience that would resonate deeply with users. We’re proud of this vision now being celebrated with the Netty Award for Best Creative Web Design. The Alfred website project was a labor of love, and seeing it honored on such a prominent stage is incredibly rewarding for our team.
Studio Garrison is an award-winning interior design firm that values quality design, innovation, sustainability, and collaboration. Our design team successfully created a new name (Studio Garrison) that was bold and concise for the firm, along with a design system that would stand the test of time.
For the last 30 years, The Communicator Awards have honored excellence, effectiveness, and innovation across all areas of communication. As a highly prestigious award sanctioned and reviewed by the Academy of Interactive & Visual Arts, being recognized as the best in Professional Services for our website and rebrand work is a true honor.
We were thrilled when the Drum Awards reached out to us to let us know we had been nominated for our work with Alfred and their website/email program in the Best Redesign or Relaunch category. The Drum Awards are a global organization, widely regarded as a benchmark in the marketing and communications industry, known for celebrating the best companies, practices, and most influential individuals shaping the industry.
It's an honor to see our hard work relaunching Alfred’s website and email program recognized among some of the best in the world. This recognition further fuels us to continue creating captivating work that makes an impact.
We extend our gratitude to The Netty Awards, The Drum Awards, and The Communicator Awards for acknowledging our work and honoring us with these awards and nominations!
We at Good & Gold are thrilled to announce our recent certification by the National Gay & Lesbian Chamber of Commerce (NGLCC). This milestone is not just a mark of recognition—it’s a reflection of our core values and our commitment to fostering diversity, equity, and inclusion in every aspect of our business.
Why This Matters
As an LGBTQ+ and woman-owned company, we understand the importance of representation and inclusivity in the business world. Our team comprises of diverse talents who bring unique perspectives and ideas, driving innovation and creativity. The NGLCC certification is a testament to our efforts in building a business that not only aims for excellence in digital marketing but also champions the rights and recognition of the LGBTQ+ community.
Aligning with Our Values
At Good & Gold, our mission goes beyond providing exceptional digital marketing services. We are dedicated to crafting a brighter future for all, especially for those who have historically been marginalized. This certification aligns perfectly with our ethos of inclusivity and our dedication to supporting causes that defend fundamental rights, like the Equality Act and protections for LGBTQ+ individuals under Title IX.
Our Commitment to the Community
Receiving the NGLCC certification is another step in our journey to help create a more equitable business landscape. It strengthens our resolve to continue advocating for the LGBTQ+ community in and out of the workplace. Whether it’s through diverse hiring practices, supporting LGBTQ+ businesses, or creating campaigns that address and challenge discriminatory legislation, our goal is to make a lasting impact.
What This Means for Our Clients
This certification means that when you partner with Good & Gold, you are choosing a company that does not just deliver results but does so with integrity and a commitment to social justice. It means your brand’s message is crafted by a team that understands diverse audiences because we embody that diversity.
Looking Forward
As we celebrate this achievement, we are motivated by the current socio-political landscape and the upcoming 2024 presidential race, recognizing the critical role we play in advocating for and protecting LGBTQ+ rights. In light of increasing challenges, such as anti-LGBTQ+ legislation and rhetoric, our work and your support are more significant than ever.
Join us in celebrating this milestone. Together, we can continue to push boundaries and make a difference, not just in marketing but in the world.
In the world of branding, every project tells a story—a narrative creative from collaboration, creativity, and a shared vision for the future. At Good & Gold, we've had the privilege of embarking on such journeys with remarkable entrepreneurs like Amanda Hughes, the visionary behind The Ice Cream Stand and Cream & Coffee.
In the summer of 2023, Amanda, the owner of The Ice Cream Stand nestled in Downtown Syracuse, approached us with a desire to breathe new life into her beloved ice cream shop. Collaboratively, we embarked on a mission to create a vibrant brand identity that captured the essence of her woman-owned ice cream shop.
From brainstorming sessions to design mockups, together we crafted a lively brand identity that perfectly complemented the spirit of her shop—a colorful celebration of homemade delights and community connection.
Fast forward to early 2024, Amanda approached us again with a new vision taking shape. Enter Cream & Coffee, the Ice Cream Stand's cool, homemade little sister—a fusion parlor nestled by the lake in Skaneateles, NY. With Amanda's business plan in hand, we embarked on a new mission, this time helping build a brand from the ground up.
Drawing inspiration from the rustic charm and historic allure of Skaneateles, we set out to create a brand identity that felt warm and inviting. Handmade touches, warm neutral tones, and a touch of nostalgia of the historic lake town formed the cornerstone of Cream & Coffee's brand identity.
The result of this branding journey is two unique brand identities, each hand crafted to honor the personality and individuality of the shops they represent. Our experience with The Ice Cream Stand and Cream & Coffee has been a testament to the power of collaboration, creativity, and a shared passion for capturing the vision and essence of a small brand.
At Good & Gold, we take pride in contributing to the journey of turning entrepreneurs' and small businesses' dreams into reality. To learn more about the journey of branding & logo design, sign up for our monthly newsletter to get access to our latest eBook - Introduction to Logo Design & Brand Development.
This Earth Day, we're taking a moment to reflect on our personal connections to the planet we call home. At Good & Gold, we make a point to celebrate the beauty and importance of the Earth in our everyday lives. This Earth Day, we’ve asked each of our employees to give us a glimpse into their relationship with nature. Whether it’s through sustainable practices, efforts to better our environment, or simply reveling in nature, each of us has a unique way on how we connect with the Earth and the important role it plays in our life.
Carrie
For Earth Day, I conduct a household audit to identify areas where we can improve our environmental stewardship. This includes strategies for composting kitchen waste, reducing plastic use, and optimizing energy and water consumption. To connect with nature physically, I enjoy hiking in Forest Park or the Gorge. Additionally, I participate in neighborhood clean-ups, like this year's city-wide effort organized by We Believe in Portland.
Hannah
I spend as much of my time outdoors as I can, whether that’s daily walks in my neighborhood to recharge and take in the fresh air or going out to surf, snowboard, and camp. Mother nature provides us with such a huge playground and never fails to ground me! It’s important to me to do my part everyday in small ways, like biking more as transportation and growing my own vegetables, to keep the Earth happy so we can enjoy it for as long as possible.
Ryn
I generally take a walk everyday and watch the seasons as they change. I’ve been loving the long spring Portland gets and seeing all the trees and flowers bloom over the last couple of weeks has made me feel very connected to the springtime.
Parker
The trails by my house are serene and vibrant this time of year. It’s always good to see the foxes and deer out and about again, amongst many other animal populations. Trash pickup along this trail and the woods around it make for a fulfilling springtime and it shows in everyone’s uplifted spirits.
Maggie
I stay connected to the Earth through gardening. I’ve found it so rewarding to learn how to compost, recycle seeds, and use organic materials to support an abundant garden. Gardening is very grounding, and has helped both my physical and mental health! It’s the gift that keeps on giving.
Jackson
Whenever I take time to quietly observe nature, whether in a dense forest or a city park, I start to understand the deep connections among all living things on Earth. These moments make me feel part of a larger, vibrant cycle of life that spans hundreds of millions of years. They also remind me of humanity's significant impact on other species and our environment, highlighting our greater responsibility as stewards of the Earth. These observations help me stay committed to reducing my ecological footprint by minimizing waste, using renewable energy at home, supporting conservation efforts, and engaging in land restoration projects.
Kyle
I love Earth. I enjoy spending my spare time surfing, snowboarding, and riding bikes on the fun playground Earth provides. I also enjoy the cute animals and interesting plants that you can find on land and in the ocean. Earth is pretty cool, I think everyone should do their part to protect it.
Alison
Most mornings I start the day with a bike ride. As the city wakes up - usually with a stunning sunrise - I’m pedaling through Portland’s parks, vibrant neighborhoods, and winding trails, giving me a feeling of abundant appreciation for this planet. The fresh air fills my lungs, and the sights and sounds of the environment become vividly alive, reminding us of the importance of preserving and cherishing our planet. Each turn of the pedal serves as a gentle reminder of our responsibility to protect and sustain the natural world for future generations.
Emily
A big focus for me is how to reduce my environmental footprint. This includes biking more often, using reusable items such as totes for shopping, and growing my food in my garden! This year I’m planning on a couple of new home projects focused on the environment as well, including raising chickens and starting a worm bin!
Iulia
Gardening and embarking on long bike rides through nature serve as my sacred rituals. In the garden, I nurture life from seed to fruition, grounding myself in the cycles of growth. Through these acts, I find solace and belonging, harmonizing with the natural world around me and fostering a profound sense of interconnectedness.
Welcome, fellow cycling enthusiasts! Let's take a spin through the scenic greenways of digital marketing trends.. As technology continues to evolve, so does the way we connect with riders, promote our brands, and enhance the overall cycling experience. In this article we’ll take a deep dive into the latest trends that are transforming the cycling experience and propelling the industry forward.
Personalized Customer Experiences: In the age of information overload, cyclists expect tailored interactions that speak directly to their interests and preferences. Brands like Canyon are leading the charge by harnessing the power of data to create personalized experiences across various touchpoints. By analyzing consumer behavior and preferences, these brands can deliver targeted social media ads, customized email campaigns, and tailored product recommendations, ensuring that each rider feels understood and valued. This personalization not only enhances the overall customer experience but also fosters brand loyalty and drives repeat purchases.
Immersive Content: In a world where attention spans are dwindling, captivating content is king. The bicycle industry is embracing immersive experiences through virtual reality (VR) and augmented reality (AR) technologies to engage consumers like never before. Imagine being able to virtually test ride a new mountain bike or explore the scenic routes of a cycling destination from the comfort of your home. These immersive experiences not only provide an exciting way for cyclists to interact with brands but also help potential customers make more informed purchasing decisions. By offering immersive content that allows cyclists to experience products and destinations firsthand, brands can create memorable and impactful brand experiences that resonate with their audience.
Social Commerce: Social media platforms have evolved beyond just a place to connect with friends – they have become powerful platforms for driving sales and generating revenue. With the rise of social commerce, brands in the bicycle industry are tapping into platforms like Instagram and Facebook to showcase their products and facilitate seamless transactions. This integration into social commerce is a crucial component of their omnichannel strategy. From shoppable posts to influencer collaborations, social commerce is redefining the way cyclists discover and purchase gear. Additionally, social commerce enables brands to tap into the power of user-generated content, leveraging the influence of loyal customers and brand advocates to amplify their reach and influence within the cycling community.
Community Building: Cycling is more than just a sport – it's a lifestyle and a community. Digital marketing allows brands to foster and grow these communities online, creating spaces where cyclists can connect, share experiences, and support one another. Whether it's through dedicated social media groups, virtual events, or user-generated content campaigns, brands are finding innovative ways to engage with cyclists on a deeper level. By building meaningful relationships with their audience, brands can create advocates who not only support their products but also spread the word to others in the cycling community.
Data-Driven Insights: In the digital age, data is a cyclist's best friend. By harnessing the power of analytics, brands can gain valuable insights into consumer behavior, preferences, and trends. From tracking website traffic to monitoring social media engagement, data-driven marketing enables brands to make informed decisions that drive results. By understanding what resonates with their audience, brands can refine their strategies and deliver more impactful campaigns that resonate with cyclists. Additionally, data-driven marketing allows brands to optimize their marketing spend and allocate resources more effectively, ensuring that every dollar spent delivers maximum return on investment.
Sustainability Initiatives: As stewards of the environment, the bicycle industry is increasingly focused on sustainability and environmental conservation. Digital marketing provides a platform for brands to amplify their sustainability initiatives and connect with eco-conscious consumers. From promoting eco-friendly products to sharing stories of sustainability efforts, brands are leveraging digital channels to showcase their commitment to a greener future. Additionally, sustainability initiatives can serve as a point of differentiation for brands, helping them stand out in a crowded marketplace and attract environmentally conscious consumers who prioritize sustainability in their purchasing decisions.
In conclusion, the bicycle industry is riding the wave of digital innovation, embracing new technologies and strategies to connect with cyclists in meaningful ways. Whether it's through personalized experiences, immersive content, or community building initiatives, brands are leveraging digital marketing to pedal their way to success. So, gear up, embrace the trends, and let's continue to explore the world of cycling together – one pedal stroke at a time!
Starting a business isn’t just about selling products or services-it’s about building a brand that resonates with your audience. It’s an opportunity for creative expression and will ensure your business has a unique, memorable identity that will stand out in the market. A comprehensive style guide will guarantee consistency in your brand, ultimately leading to a strong brand presence and great content. To help you on your brand journey, we are sharing our 4-part process to create a brand identity that stands the test of time.
Part 1 - Getting to Know Your Brand
When creating a brand identity, the goal is to channel your brand personality and values into a clear visual style. In order to create an authentic and memorable brand, it’s important to start with some questions. What is the product/service you’re providing? What is the story and mission behind the business? Who is your target audience? Narrowing down your story, demographic, and goals will help to pinpoint the visual style that will best suit the brand.
Part 2 - Conceptualize Your Vision & Create a Moodboard
Once you’ve defined the core values of your brand, it’s time to conceptualize. We recommend starting with a moodboard - it’s a great way to quickly generate ideas and see what aesthetic you gravitate towards. Some things to consider when looking for inspiration include:
When all is said and done, the moodboard should align with the vibe and purpose behind your brand.
Part 3 - Designing & Refining
Once a general style has been established and you have your vision in mind, it’s time to bring your brand elements to life. As these are important decisions, it’s easy to get stuck on one idea - we emphasize the importance of experimentation with multiple concepts for logos, color palettes, and style guides. Aim for at least three variations of these to help you discover what feels most authentic to your brand. Once you narrow down a singular concept, continue to refine your elements until they feel complete and authentic.
Part 4 - Brand Guidelines
As the finalization of your design elements takes shape, it’s crucial to create them into a style guide-your own brand guidelines. Your brand guidelines ensure consistency in how your brand is presented across various platforms. Remember that this should function as a rulebook for how to use your brand. Anyone you pass it off to should be able to understand how your brand should be implemented. At minimum, your brand guidelines should include:
Once all of these boxes are checked, your brand is ready to launch! Remember that you don’t have to stop here. As your business develops and evolves, so does your brand journey. There’s always room for more innovation and refinement, so keep pushing the boundaries of what your brand can achieve.
Understanding and managing email subscriber preferences is key to an effective email marketing strategy. We wanted to share Good & Gold’s approach which provides a month-by-month plan to help you master subscriber preferences, ultimately leading to more engaging and successful email campaigns.
Goal: The aim is to focus on subscribers who are most actively engaged with your brand, as they will provide the most reliable data for your initial tests and analyses. Plus, adding first and last name fields to your signup and preferences forms will allow you to send more personalized emails to new subscribers.
Task: Start by analyzing your email list to identify the most engaged subscribers. For larger audiences, segment those who have interacted with your emails in the last 90 days. It's also important to update your email signup form and email preference page to include fields for subscriber’s first and last names. This will allow you to personalize your campaigns to each subscriber.
Goal: To plan a varied approach that not only drives sales but also enables direct connection with your audience. Each type of content offers a unique opportunity to engage and understand what resonates with your subscribers.
Task: Develop a content calendar that includes a mix of sales promotions, brand stories, and important announcements. Incorporate creative approaches, like the successful Winter Horoscope campaign Good & Gold recently launched for Alfred Coffee.
Goal: The primary objective is to understand which specific elements of your email campaigns are driving engagement. By controlling one variable at a time, you can accurately determine the effect each has on subscriber behavior and preferences. This focused approach to A/B testing will provide you with clear, actionable insights to improve your email marketing strategy.
Task: Begin A/B testing with your email campaigns by varying one element at a time. This could include testing different email send times (AM vs. PM), experimenting with subject lines (using emojis vs. not using them), and altering the placement of your call-to-action (CTA in the header vs. after the body text).
Goal: The objective here is to gain clear insights into what specifically resonates with your subscribers and have that inform your strategy with your next campaign. Did you find that more people opened your campaign in the evening? Consider sending future emails in that time frame.
Task: Once you've conducted your A/B tests, it's time to dive into the data. Analyze which version of your email campaigns performed better and why.
Goal: To further enhance the personalization and relevance of your email campaigns. By now, you should start seeing patterns in what your audience prefers, allowing you to tailor your content more effectively.
Task: Based on your findings from Month 2, start refining your A/B testing strategy. Try changing the metrics you're measuring for each variable. For example, if you found that more people opened your email in the evening, you should consider testing to see if they actually placed more orders in the evening as well!
Also, now that you’ve likely gathered the names of some of your new subscribers, try testing personalization in some of your campaigns.
Goal: To establish a more targeted and effective email marketing strategy that aligns with your audience’s preferences. The aim is to increase engagement, which could lead to higher open rates, click-through rates, and ultimately, conversions.
Task: Take the most successful elements from your A/B tests and start implementing them in your regular email campaigns. This might involve changing your email send times, updating your subject line strategy, or reformatting your email layout.
By following this 90-day plan, you'll be better positioned to understand and cater to your email subscribers' preferences. Not only does this lead to more successful email campaigns, but it also helps in building a stronger, more meaningful relationship with your audience.
Need assistance in mastering the realm of email marketing? We've got you covered. Connect with us today for expert guidance on your next email marketing campaign!
In today's fast-paced digital landscape, local businesses face unique challenges and opportunities. This article is a deep dive into the transformative power of digital marketing, offering insights into best practices and tangible benefits of SEO, Paid Media, and Email Marketing. Our goal is to equip you with the knowledge and tools to elevate your business, with examples from our successful partnerships with clients like Stumptown Coffee, Alfred Coffee, Domaine Serene, and more.
Search Engine Optimization (SEO) is essential for enhancing online visibility and driving organic traffic. By strategically optimizing various elements of a website, such as content, meta tags, and backlinks, SEO aims to improve a website's ranking on search engine results pages. When done effectively, SEO helps websites appear higher in search engine rankings for relevant keywords, making it easier for potential customers to find and engage with them. A well-implemented SEO strategy can increase website traffic by up to 1000%, with businesses appearing in the top Google search results capturing up to 33% of user engagement.
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Client Highlights
Paid Media helps to extend a brand's reach and engages with a wider audience. Unlike organic marketing, it allows businesses to invest in targeted advertising campaigns across various online platforms, including search engines, social media, and display networks. This precision targeting enables brands to reach specific demographics, interests, and behaviors, ensuring their content reaches a wider range of potential customers. On average, businesses see a $2 return for every $1 spent on Google Ads, and a well-crafted ad campaign can increase brand awareness by over 80%.
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Client Highlights
Email Marketing is a versatile digital strategy that plays a pivotal role in building customer engagement, nurturing relationships, and fostering brand loyalty. Through personalized and targeted email campaigns, businesses can connect with their customers on a more personal level, addressing their specific needs and interests. Over time, email campaigns that contain valuable and consistent content cultivates trust and keeps customers engaged, ultimately creating loyal customers. Email Marketing remains a highly effective channel for engagement, boasting an average ROI of $42 for every $1 spent. Additionally, personalized email campaigns can lead to a 20% increase in sales opportunities.
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Client Highlights
Embracing digital marketing is no longer an option but a necessity for local businesses aiming for growth and sustainability. Through this article, we’ve shared insights and best practices that showcase the potential of SEO, Paid Media, and Email Marketing in driving significant results. At Good & Gold, we’re committed to helping businesses like yours harness the power of digital marketing to achieve your goals. If you’re looking to elevate your digital presence and drive real business results, we invite you to reach out to us. Let's work together to create a strategy tailored to your unique needs and objectives.
Happy holidays from the G&G team! This year our team chose a selection of great gift ideas from our clients. From bike panniers and specialty beverages to gift cards for local businesses, there’s something for everyone on your holiday shopping list.
Wishing you a warm & cozy holiday season and a happy new year! 🥂
In the vast landscape of digital marketing, you've probably noticed that keeping up with the industry's constant stream of new terms, jargon, platforms, channels, tools, algorithms, and targeting methods can be quite a challenge. The world of digital marketing moves at an astonishing pace, and if you blink, you might find yourself in an unfamiliar territory where everyone speaks a language of their own.
At Good & Gold, we take pride in staying at the forefront of this ever-evolving industry. But we don't stop there. Our mission is to simplify this complex landscape for our clients, to focus on what truly matters. In other words, we sift through the noise to build strategies and benchmarks that are laser-focused on delivering real, tangible results—no frills or empty promises. Our goal is to help you navigate this chaos so that you can put your energy into what's truly essential: your business.
Below, you'll discover the key terms that dominate our conversations when we're strategizing and reporting for our clients or working on our own marketing endeavors. Whether you're diving into digital marketing solo or partnering with an agency, this concise glossary should serve as your compass in this ever-changing terrain.
Sales Funnel: Imagine this as your strategic pathway for leading potential customers through a series of well-planned stages. Think of it like an actual funnel – broad at the top and narrower as you go down. At the start, you're casting a wide net to attract visitors to your website. Then, they gradually filter down, taking steps like downloading a resource or signing up for your email list. Finally, the goal is for them to reach the bottom of the funnel and become loyal, paying customers.
Brand Personality: This is like the unique DNA of your brand. Just like each person has their own distinct personality, your brand should have its own set of human-like traits. It's all about being consistent in how you express these traits in your content and communications. This helps you build a deeper connection with your target audience, who should resonate with these traits.
Click-Through Rate (CTR): CTR is all about engagement. It tells you the percentage of folks who didn't just see your ad, email, or search result but were intrigued enough to click through to your website. Simple math here: divide the clicks by the number of times it was seen, and voilà, you've got your CTR.
Conversion Rate: Conversion rate is like the gold at the end of the digital marketing rainbow. It's the percentage of people who not only clicked through but took a meaningful action on your site, like making a purchase or subscribing to a newsletter. It's all about turning curious visitors into active participants.
Cost Per Click (CPC): Imagine CPC as the price of admission to the digital marketing party. It's the fee you pay on platforms like Google Ads every time someone clicks on your ad. Keep an eye on this cost because it's like your ticket price to the dance.
Cost Per Thousand Impressions (CPM): Think of this as the cost for making a thousand impressions; kind of like renting space to showcase your brand. It's what you pay for every thousand times people see your ad. It's about getting your brand in front of the right eyes.
Cost Per Acquisition (CPA): This one's all about efficiency. CPA measures how much you spend on marketing and sales to acquire a new customer. It's like calculating how much it costs to win a new recruit to your brand's fan club.
Return on Ad Spend (ROAS): ROAS is the real deal when it comes to assessing your marketing's effectiveness. It's about tracking how much revenue your advertising generates for every dollar you spend. Think of it as the profit you're getting for your marketing investments.
Customer Lifetime Value (LTV): Picture this as your crystal ball for predicting the future – specifically, the future value of a customer. To calculate LTV, multiply the average purchase value by the average number of sales in a customer's lifetime and then subtract your company's costs. It helps you understand the long-term value of each customer relationship.
Customer Acquisition Cost (CAC): CAC is like the financial trail left by your marketing efforts. It's the total cost of sales and marketing required to win over a new customer in a specific time frame. It's all about knowing how much you're investing to grow your customer base.
Chatbot: Your virtual customer service agent! It's like having a computer program that can have real-time conversations with users, especially online. It's a nifty tool for engaging with your audience and providing instant assistance.
GA4 (Google Analytics 4): GA4 is the latest version of Google Analytics, a powerful web analytics tool. It's designed to help businesses gain a deeper understanding of user behavior across websites and apps. GA4 offers enhanced features like event tracking, improved reporting, and a focus on user-centric data, making it an invaluable tool for optimizing digital marketing strategies. Take a deeper dive into understanding the power of GA4 over on our blog in our GA4 101 article!
Cross-Channel Attribution Model: This is a sophisticated approach to tracking and assigning value to various touchpoints in a customer's journey across different marketing channels. It helps businesses determine the impact and effectiveness of each channel in contributing to conversions. By using a cross-channel attribution model, marketers can make data-driven decisions to allocate resources where they're most effective.
ChatGPT: ChatGPT is a cutting-edge AI chatbot powered by OpenAI's GPT-3.5 architecture. It's a versatile conversational AI tool that can be integrated into websites, apps, and customer service platforms. ChatGPT enables businesses to engage with users in natural, human-like conversations, providing assistance, answering queries, and enhancing the overall customer experience.
Generative AI: Generative AI refers to a class of artificial intelligence models, like GPT-3, that can generate human-like text, images, or other content. These models are trained on vast datasets and can be used for various creative and practical applications. Generative AI has revolutionized content creation, chatbots, and automation, allowing businesses to streamline processes and deliver engaging, personalized content to their audience.
Search Intent: Understanding a user's intent behind an online search is like deciphering their digital roadmap. It's about grasping the specific goal or information they're seeking when they hit those keys. At Good & Gold, we're experts at aligning your online presence with these intentions, ensuring your brand is found by those who seek it.
Impression: Impressions are like digital footprints, indicating how often your content or ads leave their mark on the web. They represent the number of times your content is displayed to potential customers in search results or across websites.
Organic Traffic: Organic traffic is the lifeblood of your online presence. It's those visitors who find their way to your website by clicking on the natural, non-advertising search results. This happens when your content aligns seamlessly with what users are searching for. We specialize in maximizing your organic traffic.
Engaged Session: An engaged session is a digital dance between a user and your website. It's when visitors actively participate, clicking through pages, spending quality time on your site, and immersing themselves in your content.
Canonical Tag: Think of the canonical tag as the referee of the web. It tells search engines which page takes the lead when there's a similarity or duplication of URLs. It's all about ensuring your content plays fair and gets the recognition it deserves.
Search Engine Results Page (SERP): SERPs are the landscapes where digital journeys begin. They are the pages that unfold when a user queries a search engine. At Good & Gold, we help you navigate and conquer these landscapes to ensure your brand shines brightly.
Meta Tag: Meta tags are like the storytellers of search engines. They provide hidden cues about your website, shaping how it appears in search results. These cues include the "title" and "description" that captivate users' attention.
Sitemap: Imagine a treasure map that leads search engines to your digital treasures. That's your sitemap. It helps engines like Google and Bing navigate your website, understand its structure, and uncover its gems.
Long Tail Keywords: Long tail keywords are the keys to unlocking niche audiences. These are specific, three- or four-word phrases that users type into search engines when seeking your products or services. We're experts at targeting these gems for your brand.
Keyword Rankings: Keyword rankings are your brand's digital stature. They gauge how well your website or pages stand in search engine results for specific keywords. At Good & Gold, we elevate your ranking game, driving more organic traffic your way.
4xx Error: In the digital realm, 4xx errors are like roadblocks on the information highway. They signal issues with requests, often due to syntax errors or resource unavailability. Users encountering these errors need a clear path, and we're here to provide it.
Schema Markup: Schema markup is the language search engines use to decode your website's content. It's like the Rosetta Stone for search engines, helping them understand your site's purpose and the information it offers. We speak this language fluently.
Local SEO: Local SEO is about putting your brand on the local map. It's the art of optimizing your online presence to shine brightly in local search results. At Good & Gold, we're your local guides, ensuring your business is easily found by those in your community.
Paid Search: In the world of digital marketing, Paid Search, also known as Search Engine Marketing (SEM), Paid Placement, or Pay Per Click (PPC), is like having a front-row ticket to the online arena. It allows advertisers to secure prime listings within the Search Engine Results Pages (SERPs) for specific keywords or phrases. This strategic approach involves investing to ensure your website shines brightly when users search for relevant terms, driving precisely targeted traffic to your digital doorstep.
Negative Keywords: Think of Negative Keywords as the skilled gatekeepers of your advertising campaign. These are search terms that smart advertisers actively exclude from their campaigns. By doing so, they sharpen their focus on more pertinent keywords, supercharging the return on investment (ROI). This ensures that ad spend is channeled toward keywords with the highest potential for conversion.
Retargeting: Have you ever felt like certain ads have a knack for following you around online? That's the enchantment of retargeting. When someone visits your website and then ventures elsewhere on the web, retargeting swoops in. It displays your ad as a display ad on various websites or social media channels. It's the wizardry of re-engaging potential customers who've already shown interest, leading them back to your digital realm.
Dynamic Retargeting: Dynamic retargeting takes this wizardry to the next level. It's like having a personal shopper for your potential customers. This strategy serves up ads meticulously tailored to users who've previously visited your website and checked out specific items. These ads feature images and details about the very products or services that caught their eye, making conversion a more enchanting possibility.
Behavioral Targeting: Behavioral targeting is akin to having a digital crystal ball. It delivers advertisements to individuals based on their past online activities. It's as if it can predict the type of content that will resonate with users, all based on their web behavior. Think of it as your marketing oracle, honing in on previous purchases or the websites they've visited to create a highly personalized advertising experience.
Geo-Targeting & Geo-Fencing: Imagine drawing invisible maps in the digital realm. Geo-targeting and geo-fencing do just that. Geo-targeting can be dynamically generated, like placing a radius around a specific location, or predefined boundaries. These tools let software trigger specific responses, such as displaying a digital ad or search result when a mobile device enters or exits a designated area. It's a bit like casting a magical net to capture the right audience.
Expanded Text Ads: Google has opened up new horizons with Expanded Text Ads. Now, advertisers can include an additional headline (for a total of 3) and an extra description line (for a total of 2) in all text ads. This expanded real estate on the Search Engine Results Page (SERP) is your canvas to seize more attention and potentially achieve higher click-through rates.
Affiliate Marketing: Affiliate marketing is your trusted strategy in the digital realm. It's like forming powerful alliances beyond your kingdom. Businesses reward individuals or organizations outside the company for bringing in new customers or visitors through ads or content on the affiliate's website. Affiliates receive compensation or product discounts based on the number of customers they draw into your kingdom.
Referral Marketing: Think of referral marketing as the realm of word-of-mouth enchantment. It relies on the influential voices of satisfied customers who recommend your products or services to others. It's the magic of informal conversations and the ripple effect of positive experiences.
Event Tracking: With Facebook's pixel implementation, event tracking is your guiding star through the labyrinth of digital interactions. It goes beyond monitoring revenue and conversions. This wizardry allows you to trace a customer's journey step by step. From form submissions to cart additions and newsletter sign-ups, event tracking provides a comprehensive view of user interactions, all within a single, mystical realm.
Sponsored Ads: Sponsored ads are the enchanted emissaries of your brand's message. They are meticulously crafted paid advertisements designed to shine a spotlight on a product or service. These promotions are often adorned with the label "sponsored" and strategically placed to captivate target audiences, generating interest and engagement.
Boosted Ads/Posts: Boosted ads or posts are like giving your content a magical elixir. They involve investing in promoting specific content on social media platforms. This enchanting strategy amplifies the reach of your posts beyond your organic following. It's a way to make your content more visible and engaging among a broader audience, as if casting a spell to draw them into your digital realm. You can learn more about the difference between boosted posts and paid social ads right here on our blog
Email Campaign: Think of it as your digital orchestra, a well-arranged series of email performances with a clear purpose. These emails, when composed correctly, harmonize with your audience.
Email Open Rate: The applause meter for your email show, measuring the percentage of delivered emails that captivate recipients enough to earn an open. It's your litmus test for subject lines and sender reputation.
Email Click Rate: The encore indicator, gauging how many attendees couldn't resist a second act by clicking on links within your email. It's the spotlight on your content and those all-important CTAs. Speaking of which…
Call to Action (CTA): These are your show-stopping moments, carefully crafted phrases or buttons that direct the audience to take action. It's your cue for engagement, conversion, or exploration.
A/B Testing: Your email's dress rehearsal, where your audience becomes the judge. They're divided into two groups, each experiencing a different version of your email. It's the grand reveal, showing which version stole the show.
Email Flows/Automations: Your email stage manager, orchestrating messages at precise moments. It's your digital assistant, making sure your emails deliver their lines at the perfect time.
Drip Marketing: Your scripted sequence, guiding your audience scene by scene. These emails are your plot twists, revealing your product or service's value gradually and irresistibly.
Email List Growth: The ongoing quest for new fans. It's your strategic blend of promotions, captivating content, and website optimization, expanding your email audience like a hit show gaining more viewers.
Email Deliverability: Email deliverability is the art and science of ensuring your carefully crafted email campaigns reach their intended recipients' inboxes rather than being lost in the vast expanse of spam folders or bounced back as undeliverable. It's like ensuring that your beautifully designed message not only gets sent but also gets seen.
HTML: Hypertext Markup Language, or HTML for short, serves as the backbone of web pages. It's the standardized system used to tag text files, enabling the magic of fonts, colors, graphics, and hyperlinks that make web pages engaging.
CSS: Cascading Style Sheets, or CSS, is the design wizard behind the curtain. It's a style sheet language that dictates the presentation of web documents written in HTML. Think of it as the artist's palette, handling everything from colors and layouts to fonts.
Javascript: This scripting language brings web pages to life, making them dynamic and interactive. When you click, scroll, or enjoy any other interactive element on a webpage, you're likely experiencing the magic of JavaScript.
HEX Code: Behind every beautiful color on the web is a HEX code. These codes, usually preceded by a #, define specific colors in HTML and CSS. It's like the secret recipe for your website's color scheme.
User Experience (UX): Think of UX as the feeling you get when you step into a cozy, well-organized store. On the web, it's about how users feel when they interact with your site or application. A great UX can be the difference between a bounce and a sale.
Checkout Flow: The checkout flow is your online store's equivalent of the express lane. It's the step-by-step journey a user takes to complete a purchase, from adding items to their cart to payment and confirmation.
Below the Fold: Just like a newspaper with content below the physical fold, web design has its "below the fold." This refers to the content you need to scroll down to see on a webpage. It's where you find more valuable information or engaging elements beyond what's immediately visible.
Need help making sense of it all? Contact us today!
Look no further for design inspiration for your holiday marketing campaigns! Our design team has rounded up their favorite trends and ideas for the 2023 holiday season. We’ve even included a simple checklist of tips for sprucing up your website for the holidays!
Go beyond the traditional red and green for your digital design this holiday. Use bright colors, rainbow palettes, and bold graphics to captivate your customers.
Bring the Bauhaus vibes! Pair bold and weighty graphic design and patterns with a simple, contrasting color palette.
Sparkles, metallics, starts, and yes, disco balls! Create a festive, non-denominational design thread that you can weave into your marketing from now until the New Year.
Leverage clever product photography and classic holiday shapes and colors to spark interest that subtly pulls shoppers into your campaigns and makes them want more!
Use fun fonts and enticing typographic layouts for your messaging to sleigh the season.
Dive into some archival ad campaigns to create a playful, vintage-inspired design vibe for your campaigns this year.
Holiday campaigns aren’t the only place to inject a little holiday cheer. Get your website ready for the holidays while creating a little seasonal whimsy with these digital design tips from our design team!
Add A Holiday-Themed Banner
Create a custom banner or header image that touts your exclusive holiday discounts, deals, or bundles. Use festive holiday elements in the banner design, like snowflakes, ornaments, or holiday colors.
Play With Color
Change up your website background colors or accent colors to reflect the season and spread cheer. Keep your brand identity in mind when choosing the hues to make everything feel unique to your brand.
Dress Up Your Logo & Iconography
Bring the Merry, Merry by adding a Santa hat, candy canes, a fir tree, or some holiday color to your logo for the season. Pepper in some seasonal iconography (we LOVE turning our icons into Christmas Ornaments) to really bring it home.
Let It Snow
Adding some subtle snowfall animation to your homepage is a delightful way to incorporate the holidays into your website.
Remember: Don’t Overdo It
Getting into the holiday spirit is a blast, but be wary of letting it take over your brand. You want to find the balance between leaning into the season and staying true to your brand identity. Try incorporating a few of your favorite tips from this list, and save the rest for next year!
Want some help getting your brand set up for the holidays? Our digital design services can get you there. Let’s talk!
In the dynamic realm of digital marketing, Facebook offers a treasure trove of options to boost your content's visibility and connect with a broader audience. Among these options, boosted posts and paid ads stand out as popular strategies. At first glance, they might appear similar, but they serve distinct purposes and come with their unique attributes. In this blog post, we'll embark on a journey to uncover the key disparities between boosted posts and paid ads on Facebook, shedding light on their individual strengths and best-use scenarios.
So, what’s the difference between boosted posts and paid ads?
So, what exactly is a boosted post?
A boosted post represents a feature that empowers you to amplify the reach of an existing Facebook Page post. In essence, it takes content you've already shared on your Page's timeline and infuses it with an advertising budget to expand its visibility and impact.
Now, let's explore the world of paid ads on Facebook.
A paid ad on Facebook represents a meticulously crafted advertisement tailored to achieve precise marketing goals. It stands as a comprehensive and versatile tool compared to its boosted counterpart.
The decision between a boosted post and a paid ad hinges on your marketing budget, objectives, and strategy.
If your quest is to attain maximum reach for a particular piece of content you've already shared with minimal time investment, boosted posts can yield impressive results. They often boast some of the lowest costs per result, occasionally as low as $0.02 per post engagement, along with cost-effective reach, defining how many accounts lay eyes on your post.
When your ambitions set sail towards well-defined business objectives such as driving website traffic, lead generation, or purchases, your best companions will be ads designed for these specific goals. While you can still leverage reach and engagement objectives and repurpose previous posts within your ads, the advanced targeting and expanded goal options will play a pivotal role in steering you toward your desired outcomes.
At Good & Gold, we understand that choosing between boosted posts and ads on social media isn't about what's "better." It's about selecting the right tool for your unique marketing goals and strategy. Both boosted posts and ads have their distinct advantages, and the decision should align with your objectives.
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When deciding between boosted posts and paid ads, we believe in aligning your choice with your campaign objectives. If your aim is to quickly promote existing content and foster social engagement, boosted posts are your friendly companions. However, when you have specific business goals beyond engagement and require laser-focused targeting, paid ads become the strategic choice.
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Both boosted posts and paid ads on Facebook are valuable tools for expanding your reach. Understanding their nuances and making the right choice based on your campaign objectives is paramount. Ultimately, it's not about one being "better" than the other; it's about selecting the right tool for the job and ensuring it fits seamlessly into your broader social media marketing strategy. Whether you're nurturing engagement or steering your audience toward conversions, Facebook provides the tools to help your agency scale its digital marketing efforts effectively. At Good & Gold, we're here to help you make strategic decisions and create impactful campaigns tailored to your unique needs.
Need some help navigating the world of social media marketing? We’ve got your back. Reach out today!
Black Friday and Cyber Monday (BFCM) aren't just dates on the calendar; they're the ultimate shopping extravaganzas. It's that magical time when businesses pull out all the stops to offer jaw-dropping deals, and shoppers eagerly wait to snag bargains. But here's the secret sauce behind a truly successful BFCM: a well-crafted Black Friday Cyber Monday SEO strategy. It's like the hidden key that unlocks the treasure chest of online sales. In this guide, we'll reveal how you can work SEO magic, and pair it with Paid Media and Email Marketing strategies to maximize your BFCM online sales.
Why Plan Ahead?
BFCM isn't just another shopping event; it's the Super Bowl of e-commerce. Here's why savvy businesses gear up for this mega-event.
Now, let's dive into the steps to craft a robust Black Friday/Cyber Monday SEO strategy that will help your e-commerce business shine during this epic sales event.
Keyword Research and Optimization
SEO keywords are fundamental to search engine optimization (SEO) and play a pivotal role in helping websites rank higher in search engine results pages (SERPs).
Content is the Queen of Everything
Leverage your blog section to its full potential by creating posts (or other website content) that highlight your BFCM offers, share bundle deals, and offer shopping tips. Inject as many keywords as possible to increase your ranking and presence in SERPs. Promote your content on social media to increase visibility and drive traffic from other channels to your website.
There are also ways beyond website copy to cater your content for BFCM.
Behind The Curtain: Technical SEO
Technical SEO is not as intimidating as you might think— you just need to hone in on a few essential directions. Here are the most important parts of technical SEO to pay attention to:
Increase Foot Traffic With Local SEO
Local SEO is a digital marketing strategy focused on enhancing the online visibility of businesses within a specific geographic area. It's all about helping local customers easily find nearby businesses when they search for products or services online. By implementing effective local SEO techniques around Black Friday/Cyber Monday, businesses can attract more proximal customers and ultimately drive more foot traffic and sales to their physical locations.
Monitor Your Analytics
You don’t want to discover that your tracking is not working properly right in the middle of the year’s most important sales event! Having correct tracking in place allows you to evaluate the results of your BFCM SEO strategy post-event, learn what went well, and discover what you can improve for your next big promotional event. Use the insights from past years to refine this year’s SEO strategy and adjust your efforts and tactics.
If you need a last-minute audit of your GA4 property to confirm that it’s tracking and reporting properly, reach out today! Our GA4 Tracking and Reporting team is ready to help make sure you have everything in place to report and review the results of your marketing efforts.
Multi-Channel BFCM Marketing
Pair your BFCM SEO strategy and campaigns with a robust Paid Social Advertising or Email Marketing strategy. Our comprehensive guide to BFCM and Paid Media is right here; give it a read, and reach out if you need help setting up a well-crafted paid media strategy for Black Friday/Cyber Monday. Depending on your email service provider (ESP), you can also leverage robust segmentation to engage your audience and capture even more BFCM sales. Read more about cross-channel marketing strategy here!
Now is the time to ignite your SEO strategy and propel your sales during this year's Black Friday/Cyber Monday season. Conduct thorough keyword research, optimize your site, and keep an eye on technical SEO. Ramp up your content marketing, encourage user-generated content, and embrace video. Localize your strategy for physical brick-and-mortar stores, ensure impeccable analytics, and pair SEO with your other marketing channels for a killer multi-channel BFCM marketing strategy. Make it count: elevate your brand awareness and customer base this BCFM!
Need some help creating a customized strategy catered to your brand and business needs? Let’s talk!
The early bird gets the worm, and the early marketer gets the sale. No matter what channel or channels you’re planning to advertising on, start your BFCM paid media campaigns well in advance. September may seem too early to begin planning your holiday advertising strategy, but trust us, it’s not. Building momentum and capturing the attention of early shoppers can set the tone for a successful season.
We’re laying out tips and tricks by paid digital marketing channel so you have everything you need to get your wheels turning.
Google Ads remains a powerhouse for Black Friday/Cyber Monday marketing. Make the most of it with these tactics:
TikTok is taking the digital marketing world by storm, especially if you’re looking to appeal to younger shoppers and influencers. Here's how to leverage TikTok for BFCM success:
Performance Stats
Formerly known as Facebook, Meta remains a top platform for BFCM marketing. Looking for tips and how to crush Meta ads (including Instagram) this holiday season? Look no further!
Performance Stats
In the high-stakes game of Black Friday/Cyber Monday advertising, a well-thought-out paid media strategy can be your golden ticket to success. Start early, harness the power of Google Ads, tap into TikTok's trendiness, and master Meta's ad platform. With these winning strategies, you'll be well on your way to a record-breaking BFCM season.
Don't wait until the last minute. Prepare your BFCM paid media strategy today and get ready to crush your sales goals this holiday season.
Need some help? We’ve got you covered. Get in touch today!
If you're in the business of outdoor lifestyle brands, you know it's more than just selling products—it's about selling an experience, a way of life. In today's digital age, the success of your brand largely hinges on your mastery of the art of digital marketing. In this guide, we'll delve into eight invaluable digital marketing strategies tailored to elevate your outdoor lifestyle brand's online presence and engage your audience effectively.
Before embarking on your digital marketing journey, it's essential to gain an in-depth understanding of your audience. Are they avid hikers, dedicated cyclists, weekend adventurers, or passionate about action sports? Each subgroup possesses its unique language, values, and role models or influencers. Understand them like you understand the backcountry. Dive into surveys, engage in social listening, and collect user data to gain insights into your target audience's preferences and behaviors. The more intimately you know your audience, the more effectively you can tailor your campaigns to their specific needs and aspirations.
In a world where mobile devices dominate, vertical video has emerged as the reigning format. Craft concise, visually captivating videos that are less than 60 seconds in length. Whether you're using platforms like Instagram Stories, TikTok, or Snapchat, vertical videos fit seamlessly into the mobile screen and effectively capture user attention. These videos should feature action-packed shots, vibrant visuals, and compelling storytelling. These elements serve as stoppers in the endless scroll, enticing viewers to engage with your content.
You may be creating exceptional content, but if it remains undiscovered, its value diminishes. Search Engine Optimization (SEO) is your trusty trail guide through the wilderness of online searches. Optimize your content for local search, identify and incorporate relevant keywords, and ensure that your website loads swiftly. Remember, your brand isn't just a brand; it's also a valuable resource for outdoor tips, gear advice, and adventure inspiration. Keep your SEO strategy up to date by monitoring trending keywords and conducting competitor analysis to help maintain a consistent flow of organic traffic.
Building trust is a cornerstone of successful digital marketing. Reviews, testimonials, and user-generated content are your secret weapons. A user's photo featuring your gear in a real outdoor setting often conveys more authenticity than any perfectly curated advertisement. Leverage the power of these authentic visuals by incorporating them into your product pages, scattering them throughout your social media feeds, and seamlessly integrating them into your email campaigns. Amplifying the authentic voice of your customers enhances brand trust.
Don't underestimate the power of a good collaboration—they can be a game-changer for your outdoor lifestyle brand. Whether you're partnering with influencers or curating community with complementary brands, a well-thought-out collaboration can expand your audience and bolster your brand's credibility. Remember: define the terms and objectives of your partnership clearly to ensure success. When both parties benefit, collaborations become a potent tool for achieving your goals.
Email marketing is a valuable tool for connecting with your audience, and it’s important to craft emails that stand out from the crowd in the inbox. Load your emails with value-packed engaging content, such as exclusive outdoor guides, insider tips, or early access to sales. Personalize your emails based on user behavior and segment your email lists to deliver targeted messages. By doing so, you elevate the email experience from being seen as a nuisance to being viewed as a valuable resource.
Data analysis is your compass in the digital landscape. Regularly monitor your metrics, including engagement rates, click-through rates, and the ROI (Return On Investment) of specific campaigns. Use these insights to fine-tune your strategies, abandon what's ineffective, and double down on successful approaches. Real-time analytics provide immediate feedback, while deeper dives into data sets inform long-term strategies. Cultivate a habit of checking and interpreting these numbers to continually optimize your digital marketing efforts.
While digital ads may attract attention, it's your brand that forges a lasting connection and turns clicks into conversions. Invest in your brand's storytelling, values, and aesthetics. This isn't a separate endeavor from digital marketing; it's what gives your digital efforts depth and meaning. Consistency in brand messaging across all channels is essential. Ensure that your visual elements resonate with your audience and authentically reflect your brand's ethos.
Whether you're a seasoned marketer looking to refresh your strategy or a startup embarking on a new adventure, these digital marketing insights are your guiding stars. Implementing these strategies can empower your outdoor lifestyle brand to soar to new heights in the digital landscape.
Ready to elevate your digital presence? Let's chat. Schedule A Call Today!
