The Ad-Blocking Conundrum


It won’t come as a surprise to anyone that ad blockers have become very popular.

Consumers have become fed up with having their digital experience interrupted by pop-up ads, ads showing up in the middle of articles, and just generally having to make do with less online real estate dedicated to the things that interest them.

Just take a look at these statistics released in the “2016 Mobile Adblocking” report from PageFair.

• At least 419 million people (22 percent of the world’s 1.9 billion smartphone users) are blocking ads on the mobile Web.

• Both mobile Web and in-app ads can now be blocked.

• As of March 2016 an estimated 408 million people are actively using mobile ad-blocking browsers (e.g., a mobile browser that blocks ads by default).

• As of March 2016 in Europe and North America there were 14 million monthly active users of mobile ad-blocking browsers.

• A further 4.9 million content blocking and in-app ad-blocking apps were downloaded from the app stores in Europe and North America since September 2014.

The increase of adblocking on the desktop began to slow in 2016, reaching its peak in 2018, before beginning to fall through 2020. However, over the last two years adblocking has started to rise again, with 290 million web users actively blocking ads worldwide in 2021.

As consumers, this trend proves that we were not alone in our dislike of online advertising.

But if you are a publisher or an advertiser – or even a small business owner trying to promote your business – these alarming statistics are cause for concern.

Over the past couple of decades, mainstream advertising has shifted its focus to the online world. After all, where can you get such broad reach for so little money? As social platforms and other forms of online advertising have grown, more and more screen real estate has been given over to revenue generating ads. In fact, some reports have stated that it won’t be long before organic reach is completely decimated in favor of paid results.

But it is clear that our patience and our tolerances have reached their limits and ad blocking has become the norm.

The biggest social media platform, Facebook, is fighting back. They are attempting to change their algorithm to manipulate ad blocking software and, in effect, creating unblockable ads. They’ve also instigated a program allowing users to exercise a bit of control over the advertising that they see. Obviously, online advertisers are watching how these techniques work to see if and how they can shift their strategies.

So back to the conundrum; as a consumer you hate the ads but as someone trying to grow your brand and convert visitors into customers, what can you do?

Well, organic search isn’t dead yet. And by using some techniques strategically, perhaps these strategies will maintain and improve the effectiveness of organic versus paid.

Try these quick tips to see how to improve your organic social reach:

1. Make sure that you are using your social sharing options on content pages. When users share your content this way the algorithms do not have the same impact.

2. Try to engage your visitors a little more by encouraging more user generated content such as on boxing videos or asking for reviews and comments.

3. Since people are more likely to read and interact with content from their peers, encourage employee advocacy.

4. Influencer marketing continues to be a great way to promote your brand. Leverage your influencer marketing as much as possible.

5. Create and share great content. Make sure that it identifies and solves your site visitors pain points.

6. Consider a referral program rewarding users for sharing your content.

7. If you are not including your social sharing options and handles in your emails, start doing so immediately.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

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How To Market Your Business: 5 Proven Strategies

Market your business

Welcome to our latest video series:” How To Market Your Business: 5 Proven Strategies That Are Easy To Implement”.

It had been our intention to get this live-streamed yesterday, but we all know what can happen with technology. And tech glitches right after a long weekend… well, we know how that goes!

Regardless of the delay, here is the introduction to our latest video series. This series will be run each Tuesday and Thursday, so keep watching for updates. Watch to learn how to implement 5 easy strategies and increase your marketing results.

Watch our Video Now, or watch on YouTube:

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

If you like the information you are receiving, please consider forwarding this post.

Promoting Your Business When Things Are Slow: Our Baker’s Dozen

Thirteen tips to improve your business

Consider the following 13 tips to get yourself and your business in front of new prospects.

Every business has cycles, and when business is slow, sometimes we have to look at other ways to get in front of business prospects. So don’t just sit there and stare at your computer screen. Try some of these proven methods to gain more clients.

1. Teach what you know.

One of the best things you can do to give your company a boost is to become a teacher. This doesn’t have to be formal teaching at a college or continuing education program, although that is always an option. Consider holding lunch and learns, or hold a meeting at a community center.

2. Reach out to affinity markets.

This is just a fancy way of saying to look into those areas where you share interests. For instance, do you have a favorite hobby, or expertise in an industry from your past? These areas make excellent targets. See if they have publications you can write for or advertise in, and attend networking functions. Become the expert in their niche.

3. Write, write, and write some more.

If you aren’t already writing articles, get busy. Submit articles to local newspapers and community newsletters. Write for trade journals within your niche. Post interesting and educational material on your website. The more you are seen, the more you gain credibility.

4. Become a speaker.

Offer to speak about your area of specialty to local associations and business organizations. You can also host your own speaking events by inviting a group of people to attend. Or consider offering to speak to a group that someone else hosts.

5. Launch a newsletter.

A weekly or monthly email update can generate lots of interest and inquiries. Start your own, paying attention to anti-spam laws.

6. Issue Press releases.

Consider sending out a press release whenever you have something noteworthy to state. This can be a very effective way to get some great PR.

7. Use PowerPoint presentations.

PowerPoint is an easy program to learn. You don’t have to be a master to create a presentation that can be shared online or saved on a CD and mailed to clients and prospects.

8. Participate on a radio show.

Find a local radio show that is looking for guests to speak about different topics. Call the program coordinator and see if there is an opportunity to speak about your area of specialty from time to time.

9. Sponsor an event.

If you have a hobby like golf, biking, running, etc., you can find lots of opportunities to sponsor events. Prizes, gifts, cash support – all of these will provide lots of opportunities to boost your businesses. Plus, participating in this fashion reflects positively in the community.

10. Conduct surveys.

Take your cold calling to another level by introducing a survey. Don’t make it too big or too complex; three simple questions can help you build your business. Offer to share the results of the survey by email. This also helps to build your newsletter/email list that allows you to keep in touch with clients and prospects.

11. Clipping can help your business.

Keep your eye on newspapers and trade journals for news about those whose business you would like to attract. When you find something, clip the article and send it to them along with a note of congratulations. Sure to get their attentions!

12. Social Networks.

Remember that a lot of business is now conducted online as well. Create a couple appropriate social networks and monitor your connections. As in the previous point, be sure to reach out to your connections whenever anything noteworthy happens to them.

13. Online forums.

Consider participating in a couple of online forums targeted to your niche. These offer a great opportunity for you to demonstrate your expertise, as well as to provide information to others. By giving, we truly do end up receiving!

So there you have it – our baker’s dozen for you to try out. When business gets slow, you don’t have to wait for things to turn around. Take control, implement some of these tips and your business will continue to grow.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

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How To Use Your Website To Improve Your Business

website design to improve your business

Yes, your website can improve your business.

Most business people understand that having a website is an essential part of their business. The internet has become the “go-to” place for prospects to search for information to help them decide who they will do business with and you should be using your website to improve your business.

In the earlier days of the internet, a website was seen as a digital brochure, providing certain facts and information about products and services of a company. While a website still should contain these vital elements, visitors expect much more than the basics.

In order to turn your website from a static, non-engaging site to an important and dependable driver for your business, let’s look at how to improve your website and other online communications by making it effortless for your clients to introduce your business to their friends, family and business associates.

Make the Rule of 52 work for you:

Most likely, you have heard of the Rule of 52, which suggests that every person has an inner circle of 52 friends and family members, give or take. To use this to your advantage, create an effective online strategy that provides an effective conduit between your business and those connections of your clients. The resulting lead generation can be substantial. For example, if you have 50 clients, using the rule of 52, you have the opportunity to touch 2600 people.

So how do you reach out to these prospects? Well, a good website can provide the foundation for a relationship through developing a virtual connection with these people on their own terms. The key is to develop this relationship by making your website a vital resource.

How do you do that? Read on…

How to sell by teaching:

How is your website viewed by your clients? Is it merely an online brochure with limited opportunities for engagement, or is it seen as an enlightening source of quality information?
Your website will trigger an emotional response from your visitors, and you will quickly be dismissed if the emotion that is triggered is a “so what’. Additionally, if all your prospects and clients are getting from your site is ‘sell-sell-sell’, they are likely to leave and not return.

On the other hand, providing information and education on your site will heighten engagement as you quickly become a trusted resource, immediately improving your referability.

Assimilation is your friend:

Make sure that you are positioning your website as an information hub. By opting to inform people rather than trying to sell them, you will be providing your clients a ‘safe’ way to refer your business.
Be sure that you develop a habitual approach to providing this information. Consider things such as industry commentary, insights, and updates, newsletters, etc., and feed this information into your site on a regular and consistent basis to develop a following. Integrate these efforts with your social media channels to increase awareness and readership. It might seem like a lot of work but the payoff can be huge – and there are templates and automated processes to make it easier to integrate into your business.

Content is still king:

There is no substitute for content. The businesses that are benefitting the most from their online efforts are those who provide content on a consistent and frequent basis. Adding content sporadically simply doesn’t provide compounding results. By providing regular updates that are predictable, concise, and actionable come to be expected by your clients and prospects. Be sure to ask your readers to share your content to continue to build your following.

Remember that this strategy is one of building, not of selling. By differentiating your business from those who are looking for the ‘one-off’, you will build a solid foundation that will ease the transition from prospect to client.

The art of subliminal marketing:

One of the most powerful tools you can use to build interest in your business is an on-going newsletter. Use this tool judiciously; sending information too often can alienate your prospects and clients, and communicating too seldom can make you fade into the distance.

In some cases, a ‘tip of the week’ has proven effective. Weekly or twice weekly blog posting has proven to be an effective way of maintaining regular communication with your clients and prospects, and can also provide opportunities for dripping.

To be effective be sure to follow the following 3 important components:

1. Be sure to provide content on a consistent basis, and archive all posts on your website
2. Ask your clients and prospects to forward your posts and newsletters to their inner circle
3. Be sure to have an opt-in feature that allows visitors to your site to subscribe

Social media:

Social media can be a double edged sword. Remember that what you post on your social media sites reflects on you and your business. Avoid personal discourse to avoid judgement by potential clients. Don’t risk damaging your brand by posting something that you might regret later.
Use social media to drive traffic back to your website. Announce blog updates, new tips, etc., always pointing them back to your site.

All this will take time, but your efforts will compound. By creating a familiarity, you will gain trust, and your investment into your online presence is an investment in how you are perceived. By employing an integrated and consistent approach, you can ensure that clients and prospects place more trust you more than others who are vying for their business.

Until next time…

Are you ready to grow your business now? If you’re ready to take the next step and make your business more profitable, contact us today.

If you like the information you are receiving, please consider forwarding this post.