Back

Yes& General

Taking a Cue From Spring Allergies

Alexandra LaCroix

Allergens. They’re typically harmless, but they trigger our bodies to react irritably. Eyes watering. Sneezing. Itchy throat. All around unpleasant reactions. So, what do you do? Avoid them!   

Let’s take a cue from spring allergens and avoid marketing mistakes that could make your audience have a negative reaction and potentially avoid your business altogether.    

When you visit any doctor one of the first questions they ask you is: ‘Do you have any allergies?’ That’s because not every person is the same and we all have positive or negative reactions to different things. Doctors need to know your specific needs in order to treat you properly. Let’s follow this approach and get to know our patients… or audience that is….  

Knowing Your Audience and What Makes Them “Sneeze” 

A huge mistake marketing teams make is skipping the research to get to know who their audience is and what their wants and needs are.  It’s important to revolve your marketing campaigns around this. What problems do your customers have and how can your business help? In order to connect with your audience, you’ll need to genuinely build a relationship with them and grow that relationship through thoughtful, strategic messaging.  

Here are some of the top mistakes marketers make in their content marketing efforts that can turn audiences away, with tips on how to avoid them.  

1. Not Having a Plan or Clear Vision 

Once you’ve gotten to know your audience and understand their needs, you’ll want to have a clear, strategic plan on how you’re going to market to them. What platforms are they on? What content formats resonate best with them: long-form articles, short videos, infographics? Think it through and then execute appropriately. 

2. Only Talking About Yourself 

Sure, confidence is great. But, overly self-promoting yourself can bore your audience. In a world where people are being fed content 24/7, what value can you provide to them? Try to keep your content marketing efforts audience-focused, not brand-focused.  

3. Keyword Stuffing & Link Stuffing is Ruining Your SEO 

Keyword stuffing happens when you try to jam as many keywords as possible into your website content in attempts to boost your SEO ranking. But in reality, your content is giving your readers a headache. Avoid adding words that are out of context, overly inserting the same keywords, or repeating words and phrases unnecessarily.  

Link stuffing is similar and appears “spammy.” When you include too many links to different websites in your copy, it hurts your website’s SEO and it just looks strange. Focus on adding only relevant, useful links to your content to improve your overall credibility.

 

We hope these tips help you clearly communicate more effectively in your next content marketing push and boost engagement with your audience. And, if you’ve already made these mistakes in the past, don’t worry, *ACHOO* there’s always another chance to improve. 

Yes& is the Washington, DC-based marketing agency that brings commercial, association, and government clients the unlimited power of “&” – using a full suite of branding, digital, event, marketing, public relations, and creative capabilities to deliver meaningful and measurable results.

Let’s talk about what the power of "&" can do for you.

Alexandra LaCroix
Alexandra LaCroix
Business Development Account Executive

More Insights

You might also like these articles. Sign up for our monthly newsletter for updates, insights and general tomfoolery.

SUBSCRIBE

Yes& General

Yes&

Yes& was named the winner of a Gold Stevie® Award in the Marketing Campaign of the Year Government/Institutional/Recruitment category in The 20th Annual American Business Awards® for work done on the FEMA National Flood Insurance Program’s (NFIP) “Keep Home” campaign. The American Business Awards are the U.S.A.’s premier business awards program. All organizations operating in the U.S.A. are eligible to submit nominations – public and private, for-profit and non-profit, large and small. Nicknamed the Stevies for the Greek word meaning “crowned,” the awards will be presented to winners at a gala ceremony at the Marriott Marquis Hotel in New York on Monday, June 13. Tickets are now on sale. More than 3,700 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration in a wide range of categories, including Startup of the Year, Executive of the Year, Best New Product or Service of the Year, Marketing Campaign of the Year, Thought Leader of the Year, and App of the Year, among others. Yes& Agency was nominated in the Government/Institutional/Recruitment category for Marketing Campaign of the Year. The Yes& winning campaign supports FEMA’s National Flood Insurance Program, which faced the dilemma of marketing a product most people have already decided they do not need. Hurricanes are bigger, broader and more predictable every year. With the risk of flooding in many communities, many consumers still bet against mother nature instead of protecting themselves financially against flood damage. To launch FEMA’s new campaign, Yes& deployed an integrated, multi-channel campaign targeting consumers, insurance agents, and community stakeholders in Florida, Texas, Louisiana, New York City, and Atlanta through video, audio, digital advertising, radio, social media, search ads, and a unique digital destination.

Yes& General

Yes&

Yes& is proud to announce several new partnerships with academic institutions and organizations across the United States. Awarded these contracts through several competitive evaluations, Yes&'s experience in academic institution branding, applicant journey mapping, and .edu website development will support them in attracting a new generation of students and improve the branded visitor online and in-person experience.

Yes& General

Alexandra LaCroix

Launching a higher education website is hard work—in part, because of the vast number of people it needs to support. When designing a refreshed digital presence for a higher education institution, there are various audiences to consider, from the staff spanning departments to students and alumni, and the prospective students and families who may be exploring options. Each audience has a unique interest in the website focused on their individual intentions and needs. The work P’unk Avenue (now part of Yes&) accomplished with Daytona State College’s website is a prime example of how taking a student-centric approach to your website can address the needs of a shifting audience in the higher education space. Anthony Robinson, Senior Vice President of Digital Strategy for Yes&, has years of experience serving clients, particularly in Higher Ed and was a pivotal player on the Daytona website redesign project. “When working with an institute that has a strong continuing education program, it’s crucial that the messaging focuses not solely on prospective high-school graduate students and considers all prospect students. Whether that is people looking for certification courses or parents returning to continue their education, it requires hard work to truly understand your audience and be conscious of the people who are actually partaking in your university’s courses,” Anthony explained. Daytona State College has provided some of the most accessible and affordable academic programs in the South and the state of Florida for the past 60 years, with a long history as a college credit, adult education, and vocational school. They have an authentic story to tell about their approach to “finding your path.”

Yes& General

Lara Mandell

It’s simple, really. To ensure your company's success, you want to hire and retain the best people. The clients will quickly follow. Upcoming college graduations offer one of the best ways to build a solid talent pipeline from the bottom up. Companies have the opportunity to hire high potential college interns and recent graduates who provide new and fresh ideas that will help the company grow and improve. By partnering with colleges, companies can inspire the next generation of professionals while staying engaged and up to date on marketing trends. Bringing in college students allows companies to develop early talent that can become the next leaders of their organizations. At Yes&, we are constantly looking for new talent—and some of the most innovative ideas come from our Yes&terns. We continuously strive to deliver the best quality of work for our clients and look for team members who are both skilled and passionate about the work. Our internship program is selective, pulling from top area marketing programs. Our Yes&ternship program allows interns to get a glimpse of what working at a marketing agency is like—so that before they accept an entry level role, they know it is the right fit for them. The program is structured so that interns spend equal time learning and working. The program offers internship classes where students have the opportunity to learn from employees throughout the agency, participate in a course of study, and contribute their ideas to different projects. The ultimate goal of the program is to provide interns with an experience that encourages them to want to work for Yes& after they graduate. At the end of the program, interns have the opportunity to reflect on what they have learned at Yes& or talk about a significant project. By going back and reflecting on what they have done during their time at Yes&, interns have the chance to understand what they have learned during their time at the agency. Not only are these presentations one of our interns’ favorite parts of the program, but they are also exciting for their mentors and executive committee to witness.