AI Is Searching for Your Business. What Will It Find?
The marketing infrastructure businesses have been building for years may matter more in the age of artificial intelligence than ever before. For years, businesses have been told they need to be on Google. Then Facebook. Then Instagram. Then LinkedIn. Then YouTube. Then review platforms, directories, email, video, blogs and more. To a business owner, it could sometimes feel excessive. “Why do we need to be in all these places?” At Callan Group Communications, our answer has remained remarkably consistent: Because your customer isn't in just one place. And today, there's...
Email Keeps the Conversation Going: The Connected Marketing Series, Part 5
What Happens After Someone Finds You? A potential customer visits your website. They read a blog. They watch a video. They learn something useful. Then they leave. Maybe they'll remember your business. Maybe they won't. That's one of the reasons email marketing remains such an important part of a connected marketing strategy. Email gives your business the opportunity to continue the conversation. Your Email List Is an Audience You Can Build Social media is valuable. But social media platforms are borrowed spaces. Algorithms change. Features change. Reach changes. The way people use platforms can change...
Content Gives People a Reason to Stay: The Connected Marketing Series, Part 3.
Getting Found Is Important. Being Worthwhile Is Even More Important. Imagine someone finds your business online. Maybe they discovered you through a Google search. Maybe someone shared one of your social media posts. Maybe they clicked a link in an email. Maybe they watched one of your videos. They've arrived. Now what? If your website only gives them a few basic pages and a list of services, they may leave without learning much about your business. But meaningful content gives people a reason to stay. It gives them a...
Search Helps People Find You: The Connected Marketing Series, Part 2.
Great Marketing Doesn't Matter If the Right People Can't Find It You can have a beautiful website. You can create helpful videos. You can publish insightful blogs. You can offer exactly the service someone needs. But there is still one important question: Can people find you? That is where search becomes an essential part of connected marketing. Search connects businesses with people who are actively looking for information, answers, products, or services. And today, search is happening in more places than ever before. Search Starts With Intent One of the...