Ads Vs Organic Marketing: Which is a Better Investment?

When it comes to driving online traffic, you’ve got two main players in the game: ads and organic marketing. But where should you put your money? Let’s discuss. 

Depending on what you’re selling and who you’re selling to, your strategy could go one of two ways. Are you all about selling directly to consumers? Then ads might just be your ticket to success. But if you’re in the B2B world, where building relationships is key, organic marketing could be your golden goose (but more on this later).

In April 2025 Google updated the algorithm for YouTube Ads (one of the best B2B Ads options we’ve seen) to move to a platform they’re calling Demand-Gen. This update,we suspect, is as a direct result of the use of ChatGPT and other AIs to answer the questions Google used to corner the market on. 

So what does the update mean for Ads efficacy and what do you need to know?

Let’s hear from Amanda Rogers, Founder and Chief Creative Officer at Digital Storyteller, discusses the age-old dilemma in the video below:

Ready to find out where your marketing dollars should be going? Let’s get into it.

Understanding Organic Vs. Paid Advertising

Before we discuss which type of marketing will work best for your business, let’s review the differences.

Organic Marketing 

Organic advertising is all about attracting attention to your brand naturally. It involves creating valuable content and optimizing it so that it shows up in places like search engine results or social media feeds without paying for placement.

Examples of organic advertising include:

  • Writing blog posts for your website
  • Encouraging customers to leave reviews and testimonials
  • Posting updates on social media without boosting them with ad money
  • Creating videos for YouTube

In organic advertising, you’re relying on the quality and relevance of your content to draw people in and maintain a relationship, rather than paying for visibility upfront.

Paid Advertising

Paid advertising, on the other hand, is like renting space to get noticed. With paid advertising, you’re paying money to platforms like Google or Facebook to display your ads to specific audiences.

Examples of paid advertising include:

  • Running Google ads that appear at the top of search results
  • Promoting posts on social media to reach a larger audience
  • Placing banner ads on websites or sponsoring content

In paid advertising, you’re essentially paying for guaranteed visibility, but each time someone interacts with your ad, it costs you money.

Which Will Work Best For Your Business?

As we’ve mentioned, your type of business dictates which type of marketing will work best for you.

For DTC Businesses: Paid Marketing is a Fit

If you’re selling lip gloss directly to the customer – absolutely you should probably invest in ads and you can click off this blog right now because we can’t help you with that (but thanks for visiting!)

For B2B Businesses: Organic Marketing Works

Many B2B business owners think “well, why would I bother with organic marketing when I can just pay Google to show up first under people’s searches? They’ll click on the ad and I’ll get the business and that’ll be great.“

We hate to be the bearer of bad news, but we’ll be honest: we find that is not how people are shopping for what they want with B2B businesses. Instead, they’re doing their homework – they’re doing their own research, they’re visiting your website, they’re checking out your LinkedIn.

What does this tell us?  You need to have a trusted relationship with somebody before they’re going to give you their business. And, to build this B2B relationship, you will want to invest in organic marketing.

In summary, for our DTC friends, paid ads are your ticket to success. But for us B2B champs, organic marketing is the secret sauce to building those long-lasting client relationships.

What Organic Marketing Can Look Like for Your B2B Company

Organic marketing for B2B companies takes on various forms, each aimed at cultivating meaningful connections, establishing industry authority, and driving sustainable growth. Let’s explore what organic marketing can look like for your B2B company:

Thought Leadership Content

Publishing insightful blog posts, whitepapers, case studies, and industry reports can position your company as a thought leader in your field. By sharing valuable insights and expertise, you can attract the attention of potential customers and establish credibility within your industry.

Social Media Engagement

Active participation on social media platforms like LinkedIn, Twitter, and industry-specific forums allows you to engage with your target audience on a personal level. Share relevant content, participate in discussions, and provide helpful advice to build relationships with prospects and industry peers.

Email Marketing Campaigns

Email marketing remains a powerful tool for B2B companies to nurture leads and maintain ongoing communication with clients. Sending personalized emails with valuable content, updates, and exclusive offers can keep your brand top-of-mind and drive engagement.

Webinars and Virtual Events

Hosting webinars, workshops, and virtual events tailored to your target audience’s interests and pain points can position your company as a trusted advisor. These interactive sessions allow you to showcase your expertise, educate prospects, and generate leads in a more personalized setting.

Search Engine Optimization (SEO)

Optimizing your website and content for search engines is essential for organic visibility and traffic generation. Conduct keyword research, optimize meta tags and descriptions, and create high-quality, informative content that addresses your audience’s needs and queries.

Client Testimonials and Case Studies

Sharing success stories, client testimonials, and case studies can provide social proof of your company’s capabilities and the value you deliver to clients. Highlighting real-world examples of how your solutions have helped businesses overcome challenges can build trust and confidence among potential customers.

By leveraging these organic marketing strategies, B2B companies can foster meaningful relationships, establish thought leadership, and drive sustainable growth over time. Organic marketing may require patience and consistency, but the long-term benefits of building authentic connections and trust far outweigh the initial investment.

Why Organic Marketing Matters

Building Trust and Credibility

Authenticity allows businesses to establish themselves as trusted authorities.

Consistently deliver valuable content and engage authentically to build trust.

Establishing Thought Leadership

Showcase expertise and become thought leaders in your field.

Share valuable insights and industry trends to attract potential customers.

Driving Sustainable Growth

Focus on long-term success by investing in content creation and engagement.

Generate a steady stream of organic traffic and leads for stability and growth.

Enhancing Brand Loyalty

Deepen connections with personalized experiences and tailored content.

Foster brand loyalty and turn customers into brand advocates.

Maximizing ROI

Prioritize organic traffic and engagement to achieve a higher ROI over time.

Reduce reliance on paid advertising and enjoy long-term benefits.

Organic marketing offers a pathway to building meaningful relationships, establishing industry authority, and driving sustainable growth for your business. 

So, are you ready to save money on ads so you can spend it on wine? Us too. At Digital Storyteller, we specialize in organic marketing for financial services companies. If you’re looking for a digital marketing agency that will grow your business better than just pushing paid ads, contact our team today. 

/by

The Biggest Mistake Companies Make Before Hiring a Marketing Agency

Hiring a marketing agency should be the start of growth, not frustration. Yet too often, businesses end up disappointed. They think the agency overpromised, underdelivered, or flat-out didn’t “get it.”

Here’s the hard truth: most companies set themselves up to fail before the agency ever sends a proposal. The biggest mistake is simple. They hire an agency without doing the work to define what success actually looks like.

Why Vague Marketing Goals Lead to Expensive Disappointment

When companies start shopping for an agency, their goals often sound like this:

  • “We need more leads.”
  • “We should do more on social.”
  • “We want to get found on Google.”

These are wishes, not goals. And when you hand a vague wish list to an agency, you’re asking them to shoot in the dark. They’ll deliver something — more content, more ads, more social posts — but if no one has defined the finish line, you’ll never know if you’re winning.

The Ripple Effect of Going In Unprepared

  • Agencies can’t measure success against a moving target.
  • Your internal leadership team will be misaligned from day one.
  • Marketing spend gets burned on activity instead of outcomes.
  • Frustration builds until the agency gets fired and the cycle repeats.

If this sounds familiar, you’re not alone. But the problem is not the agency. It’s the lack of clarity.

How to Avoid Wasting Money on the Wrong Marketing Agency

Before you hire a marketing partner, get your house in order. That means defining exactly what you want, aligning your stakeholders, and creating a realistic roadmap.

Step 1: Define SMART Marketing Goals

“More revenue” is not specific enough. Tie goals to actual business outcomes, like:

  • Increase qualified leads by 30% within 12 months.
  • Rank in the top 3 positions for five industry keywords.
  • Grow email subscribers by 2,000 contacts this quarter.

SMART = Specific. Measurable. Achievable. Relevant. Time-bound. That’s how you create goals your agency can actually hit.

Step 2: Align Internal Stakeholders

If your CEO wants visibility, your CFO wants efficiency, and your sales team wants leads, you need to iron out the conflicts before you bring in an outside partner. Agencies can’t fix your internal misalignment. They can only expose it.

Step 3: Audit Your Existing Marketing Efforts

Ask yourself:

  • What’s working today?
  • Where are we struggling?
  • Which tools and platforms are we actually using?

A quick audit will give your agency a starting point and prevent you from paying for solutions you already have.

Step 4: Be Honest About Your Budget

Walking into an agency pitch with no budget is like walking into a car dealership and saying, “I’ll know what I want when I see it.”

Know what you can spend. Agencies can build strategies at different levels, but they need to know the guardrails.

How to Choose the Right Marketing Agency Once You’re Ready

Once you’ve done the prep work, you can start vetting agencies with purpose. The key is to ask questions that reveal whether they think like a partner or a vendor.

Questions Worth Asking

  • How will you measure ROI?
  • What’s your process for aligning with internal sales teams?
  • How do you track progress and report results?
  • What does success look like after 6 months? After 12?

The right agency will have clear, specific answers. If they can’t explain their process in plain language, keep looking.

Final Thoughts: Agencies Amplify What You Bring Them

The biggest mistake companies make before hiring a marketing agency is walking in blind. Agencies are not magic wands. They amplify what you bring them. If you bring chaos, you’ll get chaos back.

At Digital Storyteller, we don’t take on clients who aren’t ready. We help companies set goals, align teams, and build the foundation for success before we create a single piece of content. That’s how marketing dollars turn into measurable results.

Curious if you’re ready for an agency? Try our [Marketing Readiness Calculator] or book a consultation with our team.

/by
,

AI and the future of Digital Marketing for Financial Services

Artificial intelligence is everywhere. Tools like ChatGPT, Gamma, Synthesia, and Canva have made it easier than ever to produce content quickly. But for financial services companies, where compliance rules are strict and presentation matters, using AI effectively requires more than just typing a question and hitting “Enter.”

Even with AI, great content takes time. From crafting the right prompts to catching the little “tells” that scream AI-generated (like the dreaded em dash or a mysterious leading space), you still need an expert eye, and often, a skilled team, to ensure your content is polished, accurate, and on-brand.

Learn to Prompt, and Prompt Well

ChatGPT is a powerful tool for ideation, scripting, and even creating prompts for other AI platforms. But AI is only as good as the prompts you give it. 

  • Bad prompt in = bad output out. If you don’t tell the tool exactly what you want, you’ll spend hours editing.
  • You need to guide tone, structure, and format so your results align with your brand voice and compliance requirements.
  • You must read through every output to ensure accuracy and compliance. AI doesn’t understand regulations, and it will confidently “make things up” if unchecked.

Use AI Across Multiple Platforms

When you’ve mastered prompting, you can chain it to other AI tools for a full content pipeline:

1. Gamma.ai – Quickly turn AI prompts into polished slide decks, presentations, and visual narratives. Perfect for client education, pitch decks, or explaining complex concepts simply.

2. Synthesia.io – Create professional videos with AI avatars, so you can deliver insights without being on camera. Ideal if you’re camera-shy or need consistent branding across multiple video assets.

3. Rev.com – Add burned-in captions to every video. This improves accessibility, makes content watchable without sound, and boosts engagement.

4. Canva – Design custom video thumbnails and marketing visuals without needing a full-time graphic designer. ChatGPT can help you brainstorm copy and layouts, but execution still takes time to get right.

Turn One Video Into Endless Content Using AI 

Video isn’t just another marketing format; it’s a driver of unique content. From a single video, you can create:

  • Blog posts (by transcribing and refining the script)
  • Social media clips and reels
  • Email newsletters
  • Infographics and client resources

And thanks to AI avatars and tools like Synthesia, you can do all of this without ever stepping into a studio.

AI Helps, But Content Creation Is Still a Process

A few months ago, at the end of a bi-weekly call, one of our favorite clients said:

“Can you just post this video to socials for me?”

Innocuous, right? Since they’re a great client, I said, “Sure. Let’s do it together in real time.”

“How long do you think it will take?” I asked. “Ten minutes max,” they replied.

Here’s what “ten minutes” really looked like:

  1. Drop the video in Google Drive.
  2. Download it, open video editing software, and trim the start and end.
  3. Upload to Rev.com for burned-in captions and a transcript.
  4. While Rev processes, open Canva, load the brand kit, and design a custom thumbnail.
  5. Open Drive, create a new blog doc.
  6. Return to Rev to edit captions — AI is close, but it misspells words and botches industry acronyms.
  7. Download the transcript, drop it into ChatGPT (in a dedicated client thread that knows their voice, tone, and quirks), and request a blog draft.
  8. Edit the blog, request revisions, and finalize it.
  9. Download the captioned video from Rev.
  10. Upload to YouTube Studio, add a YouTube description (from ChatGPT).
  11. Place the blog in the Google Doc — never copy/paste from ChatGPT directly into WordPress, or you risk SEO-degrading code tags.
  12. Publish the video on YouTube.
  13. Open Metricool, schedule the video to go live in the social feed, uploading natively.
  14. Create a social caption in ChatGPT, edit out AI tells like em dashes, and clean up hashtags.
  15. Open WordPress, add a new blog post.
  16. Source a featured image from iStock (we have a subscription), download it, upload it to WordPress, and edit alt text for SEO.
  17. Add the blog text, get the embed code from Embed Responsively, and insert the YouTube video in a code block.
  18. Add the meta description in Yoast, choose the correct categories, and make the blog live.
  19. Schedule posts in the content calendar to promote the video over the next two weeks, peppered into existing scheduled content.

Yep. Just posted! No problem. But it’s not a 10-minute job — it’s a process, and every step matters for quality, compliance, and visibility.

The Hidden Cost: Time

Here’s the caveat: none of this is instant.

  • Learning prompt engineering takes practice.
  • Editing AI output for compliance and tone takes expertise.
  • Designing, captioning, and creating thumbnails takes attention to detail.

If you don’t have an eye for design, a deep understanding of your industry’s compliance rules, and the bandwidth to learn multiple platforms, it can quickly become a full-time job.

At Digital Storyteller, we do this every day, for financial services companies just like yours.

  • We understand compliance and the nuances of regulated language.
  • We know how to prompt AI tools to get the right results the first time.
  • We edit out the AI tells so your content feels human, professional, and trustworthy.
  • We turn your expertise into a polished, multi-platform content strategy, quickly, professionally, and with integrity.

If you want content without the learning curve, hire the team that knows your industry inside and out.

Ready to get started? Let’s talk about how we can make AI work for you, without sacrificing time, quality, or compliance.

/by
,

Domain Authority: Your Key to Long-Term Google Rankings (Without Paying for Every Click)

infographics

You want to come up first when someone googles what you offer. We all do. One way is to pay to play. Google Ads are the fastest way to get in front of people who are searching for what you have to offer. We recommend a robust PPC strategy including Search Ads, Display Ads and Remarketing Ads in conjunction with an aggressive organic content strategy. They support each other.

How? You ask… Well, I’ll tell you.

Read more
/by

Small Business Marketing Strategies to Win

How to Stay Visible, Competitive, and Growing in the Year Ahead

As we head into 2026, small businesses have more opportunities than ever to compete with big brands, thanks to smarter tools, evolving consumer behavior, and the power of organic marketing.

But with so many channels and tactics to choose from, the challenge is focus. Which strategies will actually matter in the year ahead? Which will deliver long-term ROI instead of quick wins that fade overnight?

Here’s where to put your time, energy, and budget to set your business up for a strong 2026.

1. Build an Organic Growth Engine

Paid ads can deliver immediate visibility, but in 2026, organic marketing will remain the most cost-effective way to drive sustainable growth. Instead of chasing clicks, focus on building assets that compound in value over time.

Strengthen Your Content Marketing

  • SEO-Optimized Blog Posts: Target the questions and keywords your customers will be searching for in 2026. Use tools like SEMrush or Ahrefs to spot trends early.
  • Evergreen Resources: Create guides, templates, and checklists that stay relevant long after you publish them.
  • Authority Content: Share industry insights on your site and LinkedIn to position yourself as the go-to resource in your niche.

Use Social Media as a Conversation Tool

In 2026, engagement will matter more than reach.

  • Post content that sparks discussion and invites feedback.
  • Share behind-the-scenes moments that humanize your brand.
  • Prioritize the platforms where your audience will be active next year — for many B2B companies, that’s LinkedIn, while visually driven brands should keep an eye on TikTok and Instagram.

2. Lean Into Video — Especially Short-Form

Video will continue to dominate in 2026, but the format matters. Short, authentic videos will outperform overly produced content on most platforms.

Video Ideas to Start Now:

  • Quick Tips and How-Tos: Deliver value in under 60 seconds.
  • Customer Success Stories: Let your clients tell their own stories on camera.
  • Live Q&A Sessions: Give audiences a chance to interact with you in real time.

Pro Tip: Start building your video library now so you can repurpose and re-share content well into next year.

3. Make Email Your 2026 Conversion Workhorse

Email is one of the few marketing channels you own, and it will be even more valuable in 2026 as competition for organic reach on social media increases.

How to Maximize Email in the Year Ahead:

  • Create segmented lists so each subscriber gets content tailored to their needs.
  • Mix promotional offers with educational or entertaining content.
  • Automate nurture sequences to keep new leads engaged without extra manual work.

4. Future-Proof Your Website

Your website will still be your most important marketing asset in 2026. It needs to convert visitors into leads, not just exist as a digital brochure.

Website Priorities for the Year Ahead:

  • Clear Positioning: Your value proposition should be obvious within the first few seconds.
  • Fast, Mobile-Friendly Design: With more mobile traffic and shorter attention spans, speed and accessibility are non-negotiable.
  • Conversion Pathways: Make it easy for visitors to contact you, download resources, or request a quote.

5. Outsource Strategically

Managing SEO, content, social, and email in-house can stretch small teams too thin. In 2026, more small businesses will turn to specialized outsourced marketing agencies for:

  • Consistent, high-quality execution
  • A team of experts for less than the cost of a single full-time hire
  • Strategies that adapt quickly as the market changes

If you want a growth plan that works without relying on expensive ad spend, partnering with the right organic marketing agency can give you the edge.

The Bottom Line

Marketing in 2026 won’t be about doing everything. It will be about doing the right things consistently and with a clear strategy.

By doubling down on organic growth, building your video presence, nurturing your email list, optimizing your website, and outsourcing to experts when needed, your business can start the new year ahead of the curve.

The best time to prepare for 2026 is now.

/by

Your Video Content Doesn’t Need to Go Viral. It Just Needs to Be Useful

Viral Is a Vanity Metric

If your goal with video content is to “go viral,” you’re already off track.

You are not a TikTok influencer. You’re a B2B business. You do not need millions of views. You need the right 10 people watching the right message at the right time.

Chasing likes and views is like chasing applause from the wrong audience. It feels good, but it does not drive revenue.

What B2B Video Actually Needs to Do

Effective video content does not entertain. It solves problems. It explains. It builds trust.

You are speaking to decision-makers, not followers. Your video should answer real questions your buyers are already asking:

  • What exactly do you do?
  • Who have you helped?
  • How do you approach problems like mine?
  • What is it like to work with you?

If your video does not help them answer those questions, it is just noise.

Types of Video That Actually Move the Needle

1. Problem-Solution Explainers

Short videos that walk through a specific challenge your clients face and how your solution addresses it. Focus on clarity over cleverness.

2. Case Story Walkthroughs

Real client examples. Not five-minute monologues. Just a clear, concise narrative that says: Here was the issue. Here is what we did. Here is the result.

3. Thought Leadership Clips

These can be repurposed from podcasts, webinars, or Zoom recordings. The key is speaking directly to the pain points of your target audience in a way that is simple, specific, and confident.

4. Behind-the-Scenes and Culture Clips

People want to work with people. A quick look inside your company, your team, or your process helps humanize your brand and deepen trust.

You Don’t Need a Studio. You Need a Plan.

The best B2B videos aren’t shot in rented studios with $10,000 setups. They’re recorded over Zoom, on Loom, or through client video sessions (which we produce), then distributed with strategy and intent.

What matters is not the equipment. It is the clarity of your message and how well it maps to your audience’s problems.

Set up decent lighting. Speak like a human. Keep it short. Move on.

How to Use Video Across the Buyer Journey

Video is not just a top-of-funnel tool. Used strategically, it supports every stage of the sales cycle.

Early Attention

Quick-hit videos on social introduce your brand, your perspective, and the problems you solve.

Lead Nurture

Explainer videos embedded in email campaigns or blogs help clarify your offering and build trust before the sales call.

Sales Enablement

Custom walkthroughs, case story recaps, or short prospecting clips keep leads warm and reduce time-to-close.

Client Success

Onboarding videos, how-to content, and value-add updates make your clients feel supported and reduce churn.

If you’re only using video to fill the top of the funnel, you’re underutilizing one of your most powerful tools. Every stage of the buyer journey deserves a face, a voice, and a message that builds trust.

Stop Overthinking It. Start Solving.

This is not about being flashy. It is about being helpful.

If your buyers are confused, curious, or cautious, video helps bridge the gap. The key is using it to speak to real problems in real language for real people.

Forget the likes. Forget the filters. Make it useful.

Let’s Build a B2B Video Strategy That Actually Converts

You do not need more content. You need the right video strategy for the audience that is already watching. Book a call.

/by

8 SEO Tasks You Need to Complete: Our To-Do for Keeping Google Happy

Ah, the joys of making Google content. SEO tasks—a mix of necessary chores and digital pampering—keep your site in Google’s good books. But don’t worry, we’ve got your back. From appeasing the almighty search engine to understanding its quirks, here’s your guide to making Google a smidge happier while keeping your website from throwing an online tantrum.

1. Time to Check the Console

First things first, head to search.google.com and peek at your stats. If your site’s throwing a tantrum with 404s, show some love by setting up those 301 redirects. And if there are pages playing hide and seek with Google’s index, figure out why. Maybe you’ve got those hush-hush internal staff pages or just some secret stuff you don’t want Uncle Google to find.

2. Giving Your Website a Health Checkup (Because Google Says So)

    Ensuring your website’s optimal performance aligns perfectly with Google’s preferences. Embrace the idea of conducting a thorough health check for your digital space. Utilize HubSpot’s SEO tool to delve deeper into your website’s intricacies. This isn’t just a diagnostic tool; it’s your secret weapon to uncover hidden glitches or overlooked optimization opportunities. Trust in the power of an AI-driven analysis to unearth areas for improvement that might have eluded human eyes. 

    A comprehensive site health check isn’t just about appeasing Google; it’s your gateway to a more efficient, user-friendly, and Google-favored online presence.

    3. Conduct a Content Audit 

      Oh, the joy of content audits! Whip out SEMRush and see what’s going on in your blog-land. If you’ve got multiple pages hustling for the same keyword, it’s like having an internal showdown. Merge those power struggles and redirect the weaker ones to the bossiest page. Oh, and while you’re at it, cozy up to the idea of cornerstone content and schema structures. It’s like teaching Google its ABCs.

      4. Update Old Posts

        Google’s a sucker for fresh content, so serve up those vintage posts with a modern twist. Sprinkle some “new” here and there to keep Google’s bots from yawning. Psst, and while you’re spicing things up, take a peek at your URL structure. If your links are stuck in a time warp, it might be time for a makeover. Just don’t throw everything into a 404 frenzy!

        5. Ensure Your Security is Updated

          Google prioritizes user safety. Regularly updating themes, WordPress versions, and plugins shields your website from vulnerabilities. This proactive approach ensures your digital space isn’t an easy target for cyber threats, aligning with Google’s security-centric approach. We don’t want Google’s house to be the easiest one to break into, do we?

          6. Do a GA4 Tag Check

            In case you missed the memo, ensure your GA4 tags are all cuddled up in your tag manager. Google’s got to know who’s visiting, right? This step ensures Google Analytics is accurately tracking visitor data. Providing Google with comprehensive insights into user behavior allows for informed decisions and targeted strategies.

            7. Submit that XML Sitemap

              Picture your XML sitemap as the comprehensive guidebook for search engines navigating the intricate maze of your website. This roadmap isn’t just a passive document; it actively assists search engine crawlers in efficiently traversing your digital landscape and indexing your content. By submitting your XML sitemap to Google, you’re essentially rolling out the red carpet for search engine bots, ensuring they effortlessly explore every corner and crevice of your site. 

              This proactive step not only caters to Google’s preference for well-organized and accessible content but also elevates your chances of having every valuable piece of your website duly recognized and indexed in the vast digital expanse.

              8. When Google Gets Too Complicated: Call in the Reinforcements

                If all of this makes your head spin faster than Google’s algorithm updates, don’t panic. We’ve got your back. Check out our services to learn how we can help!

                Other SEO Tips:

                Optimize for Mobile

                Google loves mobile-friendly sites. Ensure your website is responsive across devices. Test your site’s mobile-friendliness using Google’s Mobile-Friendly Test tool. Consider enhancing the mobile experience by optimizing loading times, text readability, and ease of navigation.

                Embrace Rich Snippets

                Stand out in search results with rich snippets. Implement schema markup to enhance your listings. Rich snippets can include reviews, FAQ sections, product information, and more. They catch the eye and can improve your click-through rates.

                Prioritize User Experience (UX)

                Google values user experience. Optimize your website for speed, easy navigation, and engaging content. Make sure visitors find what they’re looking for quickly. A user-friendly experience leads to longer sessions and lower bounce rates, which Google appreciates.

                Content Diversification

                Expand beyond written content. Incorporate diverse content formats like videos, infographics, podcasts, and interactive elements. Varied content engages users and can improve your site’s visibility in different search formats.

                Build Quality Backlinks

                Quality backlinks from authoritative and relevant websites can significantly boost your site’s SEO. Aim for natural link-building through guest posting, collaborations, or creating shareable content that others would want to link to.

                Monitor and Adapt

                SEO is an ongoing process. Regularly monitor your site’s performance using tools like Google Analytics and Search Console. Track keyword rankings, user behavior, and traffic patterns. Adapt your strategies based on these insights to stay ahead in the ever-evolving digital landscape.

                Leverage Social Media

                While not a direct SEO ranking factor, social media signals can impact your online visibility. Share your content across platforms to increase brand visibility, engagement, and potential traffic to your site.

                Local SEO Optimization

                For local businesses, optimize your site for local search. Create and verify a Google My Business listing, encourage customer reviews, and ensure consistency in NAP (Name, Address, Phone number) information across directories.

                Interested in learning more? Check out our guide to maximizing your SEO, here.

                Need a Little Help with SEO?

                Being visible online goes a long way to growing and maintaining your business. When you’re easily found and high-ranking, prospects are more likely to trust you, your business, and the products or services you offer. Being easily found on search engines also allows you to foster relationships with current and prospective clients.

                But crafting a personalized content marketing strategy for your business takes time and effort, and sometimes, you don’t have that. Enter Digital Storyteller!Our outsourced digital marketing agency is here to help create content, optimize your site, and make you more relevant to search engines on all social fronts. To develop an organic content marketing strategy with the SEO you need to make your business thrive, reach out to our diverse team of marketing experts at Digital Storyteller today!

                /by

                If You Have to Explain What You Do on a Sales Call, Your Website Failed

                Your Website Is the First Sales Call

                By the time someone books a call with your team, they’ve already done their research. They’ve been to your site. They’ve clicked through your About page, browsed your services, maybe read a blog.

                If after all of that, they still ask, “So… what exactly do you do?”
                Your website didn’t just underperform. It sabotaged the sale.

                In B2B, your site isn’t just a digital business card. It’s a sales asset. When the messaging is vague, bloated, or filled with internal language, it creates friction. That friction costs you time, credibility, and opportunities.

                What’s Breaking the Message?

                You’re Talking to Yourself, Not Your Buyer

                Your site may sound polished. But if it’s full of jargon, acronyms, and industry-speak that only your internal team understands, you’re not communicating. You’re posturing.

                Good messaging answers a simple question:
                What problem do you solve for me?

                You’re Leading with History, Not Help

                Nobody visits your website to read your origin story. They want to know if you can fix their problem.

                When you lead with bios and company milestones instead of the value you deliver, you lose the visitor’s interest. Fast.

                You’re Hiding the Good Stuff

                If your value prop is buried three pages deep, it doesn’t exist. You only get one chance to hook a decision-maker.

                Your site should make it clear:

                • What you do
                • Who you serve
                • Why they should trust you

                You Have No Voice

                Your competitors all look the same. If your tone is just as bland, you blend in.

                In B2B, tone still builds trust. A strong voice signals confidence, authority, and clarity. Generic language makes you forgettable.

                What Great Website Messaging Does

                Your website should:

                • Establish trust
                • Make your services easy to understand
                • Answer top-level sales questions
                • Guide visitors to take the next step

                The best sites sound like your best sales reps: clear, confident, and focused on outcomes.

                CEOs, This Is Your Problem Too

                Messaging isn’t just a marketing issue. If your team is constantly explaining what you do, your sales cycle drags. If your prospects land on a confusing site, they bounce.

                You don’t need a prettier website. You need a clearer one.

                How to Fix It

                1. Audit Your Site Like a Prospect

                Look at it through fresh eyes:

                • Can you tell what your company does in 10 seconds?
                • Is it obvious who you help and how?
                • Does your copy focus on problems or just services?

                2. Align with the Sales Team

                Talk to the people on the front lines. What questions are they constantly answering? What objections come up first? Bake those insights into your copy.

                3. Make the Homepage Work Harder

                Your homepage is not a welcome mat. It’s a pitch. It should get people from curiosity to clarity without having to dig for it.

                4. Lead with Outcomes

                Skip the feature list. Focus on what your clients get: faster decisions, lower risk, higher revenue, stronger systems.

                Final Word: Don’t Let Bad Messaging Kill Good Business

                If your website doesn’t clearly communicate your value, it’s costing you deals.
                A sales call should be about the how, not the what. If you’re still explaining what you do, you’re already behind.

                Let’s Turn Your Website Into a Sales Asset

                /by

                How Often Do You Need to Update Your Content?

                Yes, if you’re not updating your old content, you really need to start. Why? That blog post from seven years ago is likely not doing much for your site—but that doesn’t have to be the case.

                Think of it like this: when you’re browsing Google, are you more likely to click on something from two weeks ago, two months ago, or six years ago? Exactly.

                But updating your content is not as simple as just changing the publish date (though that certainly can help). In this blog, we’ll cover:

                • How often you should update existing content
                • How to choose what’s worth updating
                • How to do it the right way for SEO

                How Often Should You Be Publishing New Blog Content?

                The old playbook said to churn out blogs constantly. But that strategy doesn’t hold up anymore.

                So, how many blogs should you be publishing? For most businesses, 2–4 new blogs per month, paired with regular content updates, is more effective than flooding your site with brand-new articles.

                Why? Because your old content already has authority, search visibility, and backlinks—updating it gives it new life with far less effort than writing from scratch.

                Why Should You Be Updating Your Old Blog Posts—and How Often?

                Semrush notes that 53% of marketers saw their engagement rates increase after updating old content, while 49% saw an increase in traffic.

                Here’s how we break it down:

                • Fast-moving industries (like tech, legal, finance, or marketing): refresh every 6–12 months.
                • Evergreen or slower-changing topics: update every 12–24 months.

                Even one well-timed update can make a big impact—especially if your content is already ranking but not performing.

                Choosing Which Blog Posts to Update

                Use Google Search Console

                Go to Performance > Search Results > Queries and sort by impressions. Look for pages with high impressions but low clicks—those are your low-hanging fruit.

                This usually means your blog shows up in search results but doesn’t win the click. Maybe it’s outdated. Maybe the headline’s weak. Either way, it’s worth fixing.

                Run a Content Audit

                Here’s what to look for:

                • Outdated content (old stats, broken images, irrelevant examples)
                • Topics that have evolved (due to new laws, tech, or research)
                • Keywords that have lost volume or relevance
                • CTAs and meta descriptions that no longer drive conversions

                And don’t forget to check performance using GA4, Ahrefs, or Surfer SEO to see how users are interacting with your content today.

                Key Strategies for Updating Old Content

                Updating content isn’t just about touching it up—it’s about re-earning your spot at the top of search results. Here’s how:

                1. Refresh the Publish Date

                Only do this after making real edits. It signals freshness to both Google and your readers.

                1.  Improve Click-Through Rate (CTR)

                Update your meta titles and descriptions with power words, numbers, or questions that align with search intent.

                1.  Ensure Quality and Readability

                Fix grammar issues, reformat for readability, and add headers, bullets, or visuals to make it easier to scan.

                1.  Fix and Optimize Links

                Replace broken links, update outdated sources, and add internal links to your newer (or better-performing) content.

                1.  Expand the Content

                Go deeper. Add insights, examples, quotes, or stats to improve relevance and value.

                1. Add or Update Visuals

                Infographics, updated screenshots, and video embeds can make a big difference—especially for engagement time.

                1. Use Fresh Data and Insights

                Swap in current stats, trends, and tools. This not only improves credibility but also helps your content meet Google’s “Helpful Content” standards.

                1. Embrace AI Tools (Carefully)

                Use AI-powered platforms like Clearscope or Surfer SEO to optimize your structure and keyword targeting—but always humanize the final version.

                Why Refreshing Content Matters More in the AI Era

                With AI-generated blogs flooding the internet, the shelf life of your content is shorter than ever. Keeping your content fresh, insightful, and aligned with user intent is critical if you want to stay competitive in search.

                Search engines continue to prioritize expertise, relevance, and freshness. That means if your content is outdated, it’s not just invisible—it’s irrelevant.

                Marketing: It’s What We Do Best

                The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.

                We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls and content calendars to make sure you know what’s happening, always.

                Of course, there’s always a team member available to you just a call, email, or even text away. Not to toot our own horn, but we’ve been told on multiple occasions that our bi-weekly calls are their favorite calls!

                Happy with the direction we’re headed in? We’ll keep running that way. Want to tweak something? More than happy to adjust.

                We’ll bring you fresh ideas from our kick*** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.

                /by
                , ,

                5 Signs You Need a Digital Marketing Agency

                Digital Marketing Team optimizing marketing for business

                How do you know if you need a digital marketing agency?
                 The simple answer: if you’re ready to focus on your business and do what you do best, then let a marketing agency do what they do best—help you grow and get noticed.

                But there are also some clear signs that your business is ready to partner with an outsourced marketing team. If you’re experiencing any of the five below, it’s time to stop running your marketing on autopilot and bring in experts.

                1. You Have a Reactive, Not a Proactive Marketing Plan

                There’s a time and place for reactive strategy, but your marketing isn’t one of them. Reactive marketing is a band-aid, not a long-term solution.

                It usually sounds like:

                • “Oh no, we don’t have any holiday posts scheduled for tomorrow!”
                • “We need more leads—ASAP!”

                Last-minute posts are rushed, off-brand, and more likely to contain errors.

                At Digital Storyteller, we help clients build proactive marketing plans with a content calendar that maps out weeks (and often months) in advance. Campaigns, blog launches, employee spotlights—everything has a place.

                Need a Thanksgiving post? Added to the calendar. Celebrating an employee’s milestone? On the calendar. This kind of planning keeps your marketing consistent and stress-free.

                2. You’re Not Focused on Search Engine Optimization (SEO)

                A beautiful website and great blog posts mean little without SEO. If you’re not optimizing for search, you’re essentially invisible.

                SEO is how you get found in the sea of Google results. When done consistently, SEO drives organic traffic, improves keyword rankings, and boosts your domain authority, a key measure of how likely your site is to rank.

                At Digital Storyteller, we use tools like Semrush to analyze keywords, competitors, and performance data. With the right strategy, SEO compounds over time—delivering results long after content is published.

                3. Your Content Isn’t Consistent

                Be honest, how often are you posting? Consistency looks like:

                • Weekly blog posts
                • At least 3 social posts per week
                • Regular emails or newsletters

                Posting “when you feel like it” won’t cut it in today’s market. Buyers look at how active and credible you are online. Consistency builds authority, trust, and keeps you top of mind.

                Our audience knows they’ll see new blog articles weekly and regular social posts across our channels. That rhythm isn’t just for visibility; it builds credibility.

                4. You’re Not Posting on the Right Social Media Platforms

                Consistency is step one, but posting in the right places is step two.

                As an organic digital marketing agency, we focus on platforms that align with B2B and professional services such as LinkedIn, Instagram, and Facebook. But depending on your industry, you may need to consider TikTok or YouTube Shorts, which continue to gain traction even in B2B spaces.

                The point: you need to meet your audience where they already spend time. And you need to show up with content that adds value, not just noise.

                5. You’re Not Optimizing for Mobile

                It’s 2025—if your content isn’t optimized for mobile, you’re losing business.

                From emails to blogs to websites, everything should be easy to read and navigate on a phone. Why? Because that’s where your audience is.

                According to Statista, over 60% of global web traffic now comes from mobile devices, and in the U.S., Google reports the majority of searches originate on mobile. If your site isn’t mobile-friendly, visitors will bounce—fast.

                A Final Note

                If you find yourself nodding to one (or more) of these signs, it’s time to bring in help. Partnering with a digital marketing agency gives you access to a full team of strategists, writers, designers, and SEO specialists—all focused on building your brand, growing your visibility, and driving results.

                Your expertise is running your business. Ours is making sure people find it.

                → Ready to see what outsourced marketing can do for you? Let’s talk.

                /by
                ,

                SEO Isn’t Dead. Your Strategy Is.

                Let’s Get Something Straight

                If someone told you SEO is dead, they’re either not doing it right or not doing it at all.

                Search engine optimization has evolved, yes. But it’s far from dead. The real issue? Most B2B businesses are using outdated strategies that haven’t worked since 2015.

                If you’re still relying on keyword stuffing, generic meta tags, and chasing vanity rankings, you’re not invisible because SEO failed. You’re invisible because you stopped adapting.

                What Used to Work (And Doesn’t Anymore)

                Keyword Stuffing

                Google got smarter. Jam-packing a blog post with keywords makes you look like you’re trying too hard. It doesn’t help rankings anymore. If your sentences read like robots wrote them, you’re already losing.

                Ranking for the Wrong Terms

                “Best financial services firm in North America” sounds impressive. But is anyone actually searching for that? If your keyword list looks like a brag sheet instead of a solution to client problems, your traffic will stay flat.

                Publishing for Volume, Not Value

                Twenty low-quality blogs per month won’t move the needle. One well-optimized, highly targeted, genuinely useful piece will do more than a library of fluff ever could.

                Ignoring User Intent

                People don’t just search keywords. They ask questions, compare options, and look for proof. If your content doesn’t answer those questions, it doesn’t matter how optimized it is.

                What Actually Works in 2025

                Content That Solves Real Problems

                You don’t need to sound smart. You need to be useful. Create content that answers questions your clients actually ask and say it plainly.

                Topic Clusters

                One-off blogs don’t build authority. Topic clusters do. Create a central “pillar” page with supporting blogs linked together. Google sees this structure as a signal you know your stuff.

                On-Page Optimization Still Matters

                This isn’t about gaming the system. It’s about helping Google help you. That means:

                • Strong H1s and H2s
                • Clear meta titles and descriptions
                • Internal linking
                • Image alt text
                • Fast load times

                None of this is flashy. All of it is necessary.

                E-E-A-T: The New SEO Standard

                Google now evaluates content using Experience, Expertise, Authoritativeness, and Trustworthiness. That means your site needs real authors, real value, and real proof that you’re credible.

                Intent-Led SEO

                Instead of thinking “what keywords should we rank for?” ask “what is the person searching this trying to accomplish?” Then tailor your content to meet that intent. Awareness content looks different from decision-stage content. Stop treating it all the same.

                What CEOs Need to Know

                SEO is not a checklist. It’s not a plug-and-play software tool. It’s a long-term strategy that requires alignment between your business goals, your marketing plan, and your website.

                Your marketing team or agency should be doing more than sending traffic reports. They should be:

                • Identifying high-value opportunities based on search data
                • Optimizing old content to meet new standards
                • Building a content strategy that actually supports your pipeline
                • Reporting on real metrics like traffic quality, conversion, and lead attribution

                If they’re not doing that, you’re not investing in SEO. You’re just buying buzzwords.

                Metrics That Actually Matter

                It’s not about traffic volume. It’s about relevance and ROI.

                Here’s what you should actually be tracking:

                • Organic traffic to conversion pages
                • Time on page and bounce rate
                • Keyword rankings tied to intent-based searches
                • Backlink quality and domain authority
                • Blog traffic trends tied to publishing consistency
                • Lead generation from organic sources

                If your SEO report doesn’t tell you how this is impacting revenue, it’s incomplete.

                Final Word: Evolve or Get Buried

                Search hasn’t gone anywhere. But your audience has changed, your competition has improved, and your old tactics aren’t cutting it.

                This isn’t a call to abandon SEO. It’s a call to update it.

                Because if your strategy is stuck in the past, your traffic and your leads will be too.

                Let’s Fix Your SEO Strategy


                Book a call to find out where your site stands, what your competitors are doing, and what actually works now.

                /by
                , ,

                Analyzing Google Analytics Data: A How-To Guide

                If you run a website, understanding how users interact with it is essential. Google Analytics 4 (GA4) is the latest and most powerful tool for doing just that. Unlike its predecessor, Universal Analytics, GA4 tracks user interactions through an event-based model — giving you deeper insights across devices and platforms.

                But let’s face it: GA4 can be overwhelming at first glance. This guide will help you understand the essential metrics and how to interpret them so you can make informed decisions to improve your site and achieve your business goals.

                What Is GA4?

                GA4 is Google’s new default analytics platform, replacing Universal Analytics as of July 1, 2023. It focuses on tracking events instead of sessions, allowing for more accurate and flexible data. GA4 works across both websites and mobile apps, and it provides enhanced user privacy controls and predictive metrics.

                Key GA4 Metrics You Should Know

                Here are the most important metrics in GA4, what they mean, and how to use them:

                1. Users

                • Definition: GA4 reports both Total Users and Active Users. Active Users are those who had an engaged session.
                • Use it to: Track how many individuals are visiting and interacting with your site.
                • Watch for: Sudden drops or spikes that could indicate tracking issues or campaign performance changes.

                2. Engaged Sessions

                • Definition: A session lasting longer than 10 seconds, with a conversion event or 2+ pageviews.
                • Use it to: Understand how many sessions include meaningful interaction.
                • Watch for: A low number may suggest users aren’t finding value or are bouncing quickly.

                3. Engagement Rate

                • Definition: The percentage of engaged sessions out of total sessions.
                • Use it to: Gauge user interest and relevance of your content.
                • Watch for: Drops that may indicate poor targeting or content performance.

                4. Average Engagement Time

                • Definition: The average time users actively engage with your content.
                • Use it to: Measure how long users are paying attention.
                • Watch for: Declines could mean users aren’t finding what they need.

                5. Events

                • Definition: Any user interaction tracked in GA4 (e.g., clicks, video plays, form submissions).
                • Use it to: Track key actions throughout your site.
                • Watch for: Gaps in event tracking may mean setup needs adjustment.

                6. Conversions

                • Definition: Events you’ve flagged as meaningful, like purchases or lead submissions.
                • Use it to: Measure success based on business goals.
                • Watch for: Low conversion numbers can indicate friction in your sales funnel.

                7. Event Count Per User

                • Definition: Total events divided by total users.
                • Use it to: Understand how interactive users are with your site.
                • Watch for: Low interaction might signal poor content or unclear calls to action.

                8. Traffic Sources

                • Definition: Tells you where your users are coming from (organic, direct, paid, referral, etc.).
                • Use it to: Evaluate marketing channels and refine targeting.
                • Watch for: Underperforming sources that may need new strategies.

                Best Practices for Analyzing GA4 Data

                Segment Your Data

                Break down traffic by channel, device, location, or demographics to identify patterns.

                Align Metrics with Business Goals

                Focus on metrics that support your KPIs — such as lead form completions, purchases, or newsletter signups.

                Track Conversions Thoughtfully

                Set up and label conversions carefully so you’re measuring actions that matter.

                Use Custom Events

                GA4 lets you define custom events for precise tracking. Use them for specific actions like button clicks or downloads.

                Leverage Explorations

                Explore user paths and funnels through GA4’s Explorations tool to find drop-off points and optimize flow.

                Integrate with Google Looker Studio

                Use Looker Studio (formerly Data Studio) to create dashboards that visualize key metrics for your team.

                Final Thoughts

                GA4 is a major shift in how we measure and interpret digital behavior. With its event-based tracking and flexible reporting, it gives marketers and business owners more power than ever to understand and optimize the customer journey.

                But like any tool, it’s only as useful as your understanding of it. By focusing on engagement metrics and aligning them with your goals, you can turn data into actionable insights.

                Need Help?

                At Digital Storyteller, we help B2B companies make sense of their data and use it to drive real results. If you’re unsure how to make GA4 work for your business, reach out to our team.

                And if you’re ready to go deeper, don’t miss our Ultimate Guide to B2B Marketing for Financial Services Companies.

                /by
                ,

                The Linkedin Algorithm Explained: How to Make it Work for You

                If you want to improve your LinkedIn game and ensure that your posts get seen by the right people, you’re in the right place. And to sweeten the deal, we’ve got a free download at the end of this blog post (you’re welcome.)

                In this guide, we’ll cover everything you need to know about the LinkedIn algorithm in 2025. We’ll explain how LinkedIn categorizes posts, how to avoid being flagged as spam, how to achieve high-quality status, and which formats are preferred. We’ll also share tips on how to make the most of the golden hour, when to post, how to encourage meaningful engagement, and what not to do.

                By the end of this guide, you’ll have a solid understanding of how the LinkedIn algorithm works and be equipped with the knowledge to take your LinkedIn game to the next level. So, let’s get started!

                How LinkedIn Categorizes Posts

                When you post, LinkedIn puts it in one of three categories:

                • Spam
                • Low quality
                • High quality

                How to Avoid Being Categorized as Spam

                To stay out of the spam folder, follow these updated 2025 guidelines:

                • Use correct grammar and proper formatting
                • Limit external links (preferably none in the post body; place in comments instead)
                • Tag no more than five people, and only if they are likely to engage
                • Avoid posting more than once every 12 hours
                • Don’t use engagement bait (phrases like “Comment if you agree!” or “Like this post!”)
                • Avoid low-quality or overly AI-generated content

                How to Achieve High-Quality Status

                This part is key to expanding your reach. Here’s what to do:

                • Only tag people who are likely to respond
                • Use around three hashtags: one broad, one niche, one hyper-niche (e.g. “#socialmedia,” “#b2bsocialmedia”)
                • Use carousels (PDF posts) or short videos when appropriate
                • Focus on niche, high-value topics
                • Ask thoughtful, open-ended questions
                • Use keywords your audience is likely to search
                • Encourage saves and long-form comments (15+ words)
                • Avoid editing posts after publishing

                Preferred Formats for 2025

                LinkedIn is rewarding posts that encourage dwell time and engagement:

                • Carousels and PDFs: perform 1.6–1.9x better than static text
                • Short videos (30–60 seconds): still perform well but are slightly less favored than PDFs
                • Interactive content like polls: can drive strong engagement if relevant

                The LinkedIn Golden Hour

                The first hour after posting remains crucial. This is when LinkedIn evaluates whether your post deserves broader distribution. The algorithm now factors in:

                • Comments with substance (not one-word replies)
                • Saves/bookmarks
                • Time spent viewing (dwell time)

                Make this hour count by engaging with other posts, replying quickly to comments, and posting when your audience is online (typically weekday mornings 8–10 AM or evenings 5–7 PM).

                LinkedIn Golden Hour Do’s and Don’ts

                Do’s:

                • Post during high-activity windows
                • Engage with other content around your post time
                • Ask thoughtful questions
                • Reply promptly to comments
                • Use a consistent posting schedule

                Don’ts:

                • Post more than once every 12 hours
                • Tag people who won’t engage
                • Edit your post within the first hour
                • Rely on engagement bait

                What Happens After the Golden Hour

                Positive Engagement Keeps You in the Feed

                Once your post passes the first engagement filter, positive interactions (comments, shares, saves) help extend its reach—as detailed in LinkedIn Help.

                Negative Engagement Slows Your Reach

                Negative signals, such as being hidden or marked as spam, reduce post visibility and performance.

                3 Key Factors That Influence Your Feed

                1. Personal Connections: LinkedIn considers who you interact with regularly
                2. Interest Relevance: Based on your followed pages, hashtags, groups, and profile info
                3. Engagement Probability: Based on how likely you are to interact with a given post

                Understanding B2B Buyers: Key to Growth

                According to LinkedIn’s VP of Marketing, Minjae Ormes, the B2B sector has the potential to drive economic growth worldwide. B2B marketing success hinges on understanding buyer group dynamics.

                Understanding Buyer Groups

                B2B buying usually involves a team of 6–10 decision-makers. Familiarity and trust influence purchasing decisions more than aggressive tactics.

                Target vs. Hidden Buyers

                Target buyers are product experts. Hidden buyers are internal process experts (finance, legal, procurement) who control nearly half the decision-making process but don’t leave strong signals. They prioritize security over innovation.

                To succeed, cater to both groups. Build familiarity and reduce perceived risk.

                According to LinkedIn and Bain & Company, emphasize trust and safety, especially if your brand is not well known. Present a united narrative that aligns both target and hidden buyer interests.

                Final Thoughts

                In 2025, LinkedIn prioritizes authentic, high-value content that fosters real conversation. Posts that generate saves, meaningful comments, and dwell time perform best. Carousels, PDFs, and insightful videos outperform basic text. Stick to ethical posting practices, focus on delivering value, and use your golden hour wisely.

                Want to optimize your business’s LinkedIn page but not sure where to start? Download our freebie, here.

                Read on to learn how to leverage your business using LinkedIn. Then, get in touch with our team to schedule your FREE Brand Storytelling Session.

                /by

                Email Marketing: If You’re Not Nurturing, You’re Neglecting

                Let’s Be Clear: A List Is Not a Strategy

                You’ve got a CRM. Maybe even a few thousand contacts sitting inside it.
                But here’s the uncomfortable truth: if you’re not actively nurturing those contacts, you’re not building a pipeline. You’re just hoarding names.

                A CRM without strategy is just a spreadsheet with better branding. And an email list without engagement? That’s digital dust.

                If you want to stay top of mind, shorten sales cycles, and drive repeat revenue, it starts with how you treat the people already in your system.

                What CEOs Need to Know About Email Marketing in B2B

                Email Is Not Dead. But Lazy Emails Are.

                The B2B inbox is a battlefield. People are filtering faster, deleting quicker, and ignoring anything that feels generic or irrelevant.

                But email still converts when it’s done right.
                What does that mean?

                • Segmentation based on audience type and behavior
                • Messaging aligned to the buyer journey
                • Valuable content delivered consistently
                • Clear calls to action with measurable intent

                If you’re blasting the same newsletter to clients, prospects, referral partners, and past leads, you’re not nurturing. You’re annoying.

                The Real Role of a CRM

                Your CRM isn’t just a digital Rolodex. It should be a living, breathing system that supports outreach, retention, and upselling.

                At a Minimum, It Should Be:

                • Tracking contact behavior
                • Tagging leads by stage, industry, and source
                • Powering automated workflows
                • Feeding data back to your marketing team

                If none of that is happening, it’s time to stop blaming the tool and start fixing the system.

                4 Core Email Workflows You Actually Need

                You don’t need 37 drip campaigns. You need the right workflows built around the actual lifecycle of your audience.

                1. Prospect Nurture

                Target: Cold and warm leads
                Purpose: Educate, build trust, and surface intent
                What to include: Pain point-focused content, lead magnets, case studies, and CTAs that offer value before asking for time

                2. Client Upsell

                Target: Existing clients
                Purpose: Expand engagement and services
                What to include: Service spotlights, product updates, client success stories, and links to book a call

                3. Referral Partner Touchpoints

                Target: Current and potential referral sources
                Purpose: Stay top of mind
                What to include: New wins, helpful resources, event invites, and reminders about mutual client fits

                4. Former Clients

                Target: Past clients and churned accounts
                Purpose: Keep the door open
                What to include: Team updates, industry trends, helpful content, and occasional value-based check-ins

                Don’t Just Automate. Align.

                Marketing automation isn’t magic. It’s only as effective as the strategy behind it.

                If you’re automating the wrong message to the wrong list at the wrong time, you’re not saving time. You’re wasting it faster.

                Make sure your emails are aligned with:

                • Real business goals
                • Specific segments
                • Timely needs
                • Measurable outcomes

                Set-it-and-forget-it might sound efficient, but real growth requires oversight and iteration.

                Metrics That Actually Matter

                Let’s talk about what CEOs should pay attention to. Hint: It’s not open rates.

                What You Should Watch:

                • Click-through rates (CTR)
                • Conversion rates
                • Reply rates
                • Workflow completion data
                • List health and engagement decay

                Good email marketing drives behavior. Track what matters and ignore the vanity numbers.

                Email Marketing Is a Retention Tool Disguised as Outreach

                Most CEOs think of email as a top-of-funnel tool. It is. But it’s also your best bet at keeping clients engaged, expanding contracts, and staying connected to the people who already trust you.

                If your email strategy ends after a lead signs, you’re leaving revenue on the table.

                Final Word: Stop Ignoring Your List

                You already paid to acquire the lead. Why would you let it sit untouched?

                Your CRM should be your most powerful sales enablement tool. Your emails should warm up leads, re-engage clients, and keep your brand top of mind without a single cold call.

                So ask yourself: Are you nurturing? Or are you neglecting?

                /by

                The Ultimate Guide to B2B Marketing for Financial Services Companies

                Download our Ultimate Guide to B2B Marketing for Financial Services Companies

                Navigating the world of B2B marketing for financial service companies can be quite the challenge. Why? Because it takes more than just a hodgepodge of tools; it demands strategies that adapt to innovation and a cohesive system where all components work in sync to achieve success. In plain terms – everything from your website, social media posts, emails, and blogs must form a unified marketing strategy. 

                But don’t worry – we’re breaking down the system, component by component, to help you create a cohesive strategy (and we’re even including a downloadable content calendar… you’re welcome).  Let’s dive in!

                Website: The Core

                Your website serves as the central hub where potential clients can learn about your financial services and the value you bring to the table. A user-friendly, informative website is essential for attracting and engaging your target audience. 

                Website Tips:

                Optimize User Experience (UX): Ensure easy navigation, appealing design, and responsiveness across devices for an engaging user experience.

                Clear Value Proposition: Communicate unique benefits concisely using visuals to address client challenges.

                High-Quality Content: Feature informative blogs, whitepapers, and case studies to establish credibility and address audience pain points.

                Strategic CTAs: Guide visitors with well-placed CTAs for actions like subscribing, consulting, or resource downloading.

                Lead Capture: Use forms for valuable resources in exchange for contact details to build your email list.

                Testimonials and Case Studies: Display client stories for trust and showcasing successful outcomes.

                SEO Optimization: Improve visibility with keyword-optimized content for organic traffic. (but more on this later!)

                Fast Loading Speed: Ensure quick loading by compressing images, minimizing plugins, and optimizing code.

                Security Measures: Prioritize SSL certificates and regular updates for visitor confidence.

                Analytics and Tracking: Implement Google Analytics to refine your strategy based on data.

                What is the Best Platform for Websites? We Vote WordPress

                WordPress is the ultimate choice for websites, catering to diverse needs from simple blogs to complex e-commerce setups. With clean code, SEO enhancement, robust community support, and easy scalability, it empowers you to create a responsive, budget-friendly, and user-centric online presence.

                Social Media 

                Your social media presence is a powerful tool in your marketing arsenal. It serves a dual purpose: supporting your brand’s message and driving valuable traffic back to your website. 

                Platforms for Brand Awareness

                Your profile, posts, and visuals should reflect your brand’s essence, forming a recognizable and memorable digital footprint. 

                Engaging Strategies

                Your audience should not only pause to admire your posts but also feel compelled to interact, share, and engage. How do you achieve this? By tapping into their preferences, addressing their pain points, and crafting content that resonates on a personal level. Whether it’s a thought-provoking question that ignites discussions or a visually captivating infographic that simplifies complex concepts – your strategies should serve as a bridge that leads them from a casual scroll to a click that lands them on your website.

                Effective Post Types

                Let’s get practical. Here’s what works:

                Informative Infographics: Decode financial jargon with visuals – you’re making complexity a breeze.

                Expert Insights: Share nuggets of financial wisdom, from investing insights to tax tips.

                Real Success Stories: Showcase your knack for turning financial challenges into triumphs.

                Interactive Polls: Engage by asking their thoughts on financial trends – their opinions matter.

                Quick Trivia: Sprinkle in interesting financial facts to keep things engaging.

                Behind-the-Scenes: Offer a glimpse into your world – it humanizes your brand.

                Remember, it’s a mix of entertainment and education. Make your social media a space where followers can learn, engage, and find value.

                Emails: Campaigns, Engaging Subject Lines, and More

                Referral Partner Campaigns:

                Staying top of mind with the people who refer you business is probably the fastest way to see increased revenue. Your referral partners effectively walk you into deals with a 5star recommendation. Make sure you share updates, insights and new offerings with this demographic regularly. Share your one-pager, share your new-business wins and share team highlights to stay connected.  

                Client Nurture & Upsell:

                Client nurture & upsell emails are a powerful tool to strengthen your relationships with existing clients. These emails focus on providing existing clients with a deeper look into all the services you provide. You would be amazed that your clients don’t know that you can offer services beyond the scope of work they receive.  A strong client workflow ensures your existing clients do go elsewhere for a service you could provide them. 

                Prospect Emails:

                Prospect emails are a tough vertical to master.  These are the emails that get deleted, overlooked, and ignored in your own inbox.  Finding strategies to get in the door through email marketing is the holy grail for marketers.  Think about what your clients struggle with. What is the “inciting incident” in the drama of their lives that brought them to you?  What problem can you solve for them? Now, be very clear on your subject lines.  Let tehm know what value they’ll get by reading your email. Then be sure to add calls to action that will help you determine whether or not your message is resonating.  Give something before you ask for something. Download this free forecaster template/ checklist for tax season/ how to walkthrough.  Do not sell them something, give them something. 

                Former Clients – Stay in Touch:

                While former clients may not be actively using your services at the moment, keeping them engaged ensures that your brand remains fresh in their minds. This opens the door to potential future opportunities, referrals, or even repeat business. A simple “hello” or periodic updates can go a long way in maintaining a positive relationship with your former clients. We like to put them on a newsletter list. 

                Newsletters:  Connect, Educate, Inspire:

                Oh, the dreaded newsletter. What will we say? Will they read it? Who has time for this?  We like to say a newsletter should connect, inspire and educate.  Here’s how:

                Connect: Highlight your team, a client, an event or a case study.  Connection is a human to human interaction.  Share something that’s either fun or meaningful, not just your LI CV. 

                Inspire: Do you volunteer as a company? Sponsor a charity? Do you have a favorite quote or a book or podcast? Inspire people to see you as more than a vendor. 

                Educate: If you’re writing blogs that inform and solve problems, this part is easy! Pick a blog: highlight the major point it makes and add a link and teaser to the email.  

                Your monthly social posts highlighting the team, your website case studies, and your blog posts combined will give you all the content you could possibly need for your newsletter, making it easy to put together! 

                How to Write a Good Subject Line for Partners, Clients and Prospects

                ​​Crafting compelling email subject lines is essential for engaging partners, clients, and prospects. A well-crafted subject line can make the difference between your email being opened or ignored. Here are some tips for writing effective subject lines for each audience:

                For Partners:

                Personalize It: Use the partner’s name or company name to create a personalized touch.

                Example: “Can you help us refer better clients to you, [Partner Name]?”

                Highlight what YOU can do for THEM. You’re giving before asking and that’s important.

                Example: “How would you like us to refer clients to you?”

                Time-Sensitive Emails: Create urgency with time-bound opportunities.

                Example: “Hi [Partner Name] did you get our invitation?” ← this strategy really only works if you are hosting an event. 

                For Clients:

                Acknowledge Their Needs: Address their pain points or challenges directly.

                Example: “When interest rates rise, here are 3 steps you can take to address your rising debt costs”

                Results-Oriented: Highlight the outcomes or results they can expect from your services.

                Example: “Profitability hacks – 2 easy steps”

                Personal Touch: Mention any recent interactions or previous discussions to add a personal touch.

                Example: “Great Meeting Last Week, [Client Name]! Here’s an overview of what we discussed”

                For Prospects:

                Curiosity-Piquing: Spark curiosity to encourage them to open the email.

                Example: “Discover the Key to Financial Success…”

                Benefit-Driven: Clearly state the value they will gain from opening the email.

                Example: “How [Your Service] Can Transform Your Financial Future”

                Beyond Words: Why Blogs are Important and How to Use AI to Help You Write Them

                Blogs play a pivotal role in the success of your B2B financial services marketing strategy. Their multifaceted benefits encompass more than just providing information. For example, blogs can help your company:

                Showcase Industry Authority (You Get to Prove That You Know What You’re Talking About!): In the world of financial services, establishing yourself as a trusted authority is paramount. Blogs create a space for you to demonstrate your industry expertise. This not only fosters credibility but also positions you as a go-to resource for valuable information. 

                Enhance Search Engine Visibility: Regular, high-quality blog posts with SEO-friendly keywords can significantly boost your website’s search engine ranking. As search engines recognize your website as a hub of relevant information, your online visibility improves, driving organic traffic and increasing the chances of lead generation. 

                Nurture and Engage Leads: Blogs are a versatile tool for lead nurturing. You can utilize AI-generated analytics to gain insights into which topics resonate most with your audience. This data-driven approach enables you to refine your content strategy, focusing on subjects that hold the greatest appeal and relevance.

                Stay Current and Relevant (We’ll be real: No one Wants Your Last Blog Post to be Two Years Ago): The financial sector is in a constant state of evolution. Blogs allow you to stay abreast of industry shifts, regulatory updates, and emerging trends. By consistently delivering timely and insightful content, you position your brand as a thought leader that clients can rely on for up-to-date information.

                Humanize Your Brand:. Sharing anecdotes, real-life experiences, and unique insights humanizes your brand, making it relatable and fostering stronger connections with your audience.

                How to Use AI for Advanced Blog Writing

                Incorporating AI technology into your blog writing process can help you to be more efficient, creative and precise. The danger of course with AI is – it’s a machine – it sounds like a machine, it thinks like a machine… So you have to help it… a lot. Here’s a step-by-step guide on how to effectively utilize AI in your blog writing strategy:

                Videos turned into blogs: 

                Video is a powerful tool and, until the advent of ChatGPT, turning a transcript of a video into a well-written blog was a time-intensive task.  If you’re making videos you’ll have 4 – 6 ready to go at a time.  Once you’ve added subtitles and gotten a transcript that’s where AI can really help. ADd your transcript with very specific direction on tone, main ideas, and structure, and let the machine do the heavy listing for you.  THe result: A good first draft with structure and main ideas that is unique to YOUR company because YOU made the video. 

                Topic Generation and Research:

                AI-powered tools can assist in generating relevant and trending topics within the financial services industry. By analyzing data from various sources, these tools can identify popular subjects, emerging trends, and key keywords that resonate with your target audience.

                Content Outline and Structure:

                Begin by creating an outline for your blog using AI. These tools can help organize your thoughts and ensure a logical flow of ideas. By structuring your content beforehand, you’ll have a solid foundation to build upon.

                Draft Creation:

                AI-generated drafts are a powerful starting point. These drafts are based on language patterns and can mimic your writing style.  Just remember to have a human edit and add content before you hit publish! 

                Grammar and Style Enhancement:

                AI-powered grammar and style checkers can help refine your content. These tools identify grammatical errors, suggest sentence improvements, and ensure your writing is consistent with your brand’s voice and tone.

                Keyword Optimization for SEO:

                AI can suggest relevant keywords, analyze keyword density, and provide recommendations to improve your blog’s search engine visibility and ranking.

                Combining These Components: How to Create a Content Calendar

                Set Clear Objectives

                Begin by defining your content calendar’s objectives, aligning them with your broader marketing goals. Determine how your content contributes to brand awareness, lead generation, or other key outcomes.

                Establish Consistency

                Consistency is king. Set a predictable content schedule—whether it’s daily, weekly, or monthly—to engage your audience and reinforce your brand presence.

                Brainstorm and Plan

                Gather your team for a focused brainstorming session. Generate content ideas that resonate with your target audience and are tailored to your company’s services.

                Allocate Resources

                Ensure your team is equipped to execute your plan. Assign tasks and responsibilities for each content piece.

                Monitor, Analyze, and Adapt

                Regularly review performance metrics, analyzing engagement rates and conversions. Use insights to refine your content strategy and focus on what works.

                Free Template Download

                To kick-start your content calendar, download our template:

                Download Free Content Calendar Template

                How Components Collaborate

                Now that we’ve discussed each component, let’s break down how they all work together to create a successful strategy. 

                Blogs Fuel Social Engagement:

                Blogs are the cornerstone of your content strategy, offering rich insights into financial topics. Extracting key points, you craft compelling social media posts. This entices curiosity, drives traffic, and elevates your brand’s stature.

                Emails Amplify Blogs:

                Emails nurture relationships and deliver value. Capitalize on new blogs by sending newsletters to subscribers. This maintains engagement, drives website visits, and fosters lasting trust.

                Blogs Click Together for Ultimate Guides:

                Over time, your blogs coalesce into comprehensive guides. Expertly curated, these guides become trusted references, showcasing your financial expertise and attracting organic traffic.

                Unlocking Synergy: How Sales and Marketing Drive Success in Financial Services

                Sales and Marketing: a Match Made in Heaven

                We can’t talk about marketing without talking about sales. Why? An effective sales process can significantly benefit marketing efforts in several ways. Here are some key ways in which sales and marketing can work together to enhance overall business success:

                Better Targeting: An organized sales process provides valuable feedback to marketing teams. Salespeople can convey information about the characteristics and behaviors of the most profitable customers. This data helps marketers refine their target audience and create more precise, personalized marketing campaigns.

                Content Creation: A well-defined sales process highlights the key stages that prospects go through before making a purchase. Marketing teams can use this information to create content that aligns with each stage of the buyer’s journey. This ensures that prospects receive relevant content that addresses their needs and concerns at every step.

                Lead Nurturing: Marketing generates leads, but not all leads are immediately ready to buy. An effective sales process includes lead nurturing strategies that keep potential customers engaged until they are ready to make a purchase. Marketing teams can develop and deliver nurturing content (e.g., email campaigns, webinars) in alignment with the sales process.

                Message Consistency: A well-structured sales process helps ensure that the messaging used by sales and marketing teams is consistent. When marketing and sales are aligned on the key value propositions, benefits, and messaging, it creates a seamless customer experience and reinforces the company’s brand image.

                Data and Analytics: Sales processes generate valuable data on customer interactions, conversion rates, and sales pipeline progression. Marketing teams can use this data to measure the effectiveness of their campaigns and strategies, allowing for data-driven decision-making and continuous improvement.

                Feedback Loop: Regular communication between sales and marketing teams fosters a feedback loop. Sales teams can provide insights into which marketing materials and leads are most effective in converting prospects. This feedback informs marketing teams about what is working and what needs adjustments.

                Customer Insights: Sales teams are on the front lines and gather firsthand insights into customer pain points, objections, and preferences. This information is invaluable for marketing teams to refine their messaging, product development, and overall strategy to better address customer needs.

                Shortened Sales Cycles: An effective sales process can help identify and prioritize high-quality leads, reducing the time it takes to convert prospects into customers. This efficiency benefits marketing efforts by allowing them to focus on generating more leads and nurturing existing ones.

                Improved ROI: By aligning sales and marketing efforts and optimizing the sales process, companies can ultimately improve their return on investment (ROI) for marketing initiatives. Marketing resources are better utilized, and sales efforts become more productive.

                Scalability: When both sales and marketing teams are aligned and have a clear process in place, it becomes easier to scale operations. As the business grows, the synergy between sales and marketing allows for a smoother expansion into new markets or the introduction of new products and services.

                Design: Why Brand Consistency Matters

                Your brand is the ambassador for your company.  How consistent is your look and feel from conference setups to social posts.  Do you have old logos on PDFs? Does your sparkly new website match your business cards? 

                Design consistency can seem like gilding the lily to those who are not thinking holistically about brand presence but, trust us, it’s very important.  Here are some rules to live by for your company’s branding from a visual perspective.  Adhere to these to ensure you are perceived as being just as professional and expert as you actually are:

                Color Pallette:  

                • Make sure to check the brand colors so they match the original template (save correct hex #’s in your brand kit in Canva)
                • Don’t use more than 3 brand colors per page. (2 primary, 1 can be an accent color) This is not a circus.

                Fonts: 

                • Double check fonts from original templates to make sure you’re using the correct fonts
                • Don’t use more than two fonts per page. See #circus above

                Photography Style:  

                • Align photography with the website for the overall brand look/ feel (lighter, darker, overlaid, bright, landscape, people, etc. in images)
                • Use iStock for image consistency, create a “board” of photos.
                • Choose photos that have blank space or areas where text can live – don’t pick super busy images, clutter is hard on the end viewer.

                Design Elements:

                • Pay attention to what branding elements are used ( circles, squares etc) and be consistent – not raised beveled buttons on a clean square post or design asset.
                • Don’t pick random icons, pay attention to line weight, style and color usage.

                Typesetting – 

                • Widows and orphans – Never leave a single word at the bottom of a paragraph if possible. (adjust font size/ box width to fix this).
                • Line Spacing – The gaps between sentences can be adjusted. 1.4 is the most comfortable space but can be shrunk to 1.2 or expanded to 1.8 to better fill space. (this can be adjusted depending on how much type there is)
                • Character Spacing – The space between letters can also be adjusted. (all caps should be spread out (tracking))

                Layout / Spacing –

                • Negative Space – Leave room between elements so the page doesn’t look cluttered. Use boxes to measure distances between items to keep the spacing evenly distributed.
                • Padding – Make sure the padding / spacing is the same on all sides of the text box. 30PX is a good standard.
                • Hierarchy– The most important piece of information needs to be larger / bolded /  higher up, to simplify the concept. These should be set online and referenced on all assets by H1, H2, H3 classes. 

                Logo Placement / Usage

                • Make sure the logo is always on the top most layer.
                • If using a dark overlay / use the white version of the logo for best contrast.
                • Pay attention to padding around the logo, there is designated safe space (usually one Capital letter’s width) around the logo to keep it readable.
                • Do not overlay the logo over a busy image, over a line or intersected with a text box. 

                Other B2B Marketing Tips for the Financial Services Industry:

                Address Clients’ Challenges:

                Focus on clients’ needs by adopting an educational approach. Listen, understand pain points, and offer valuable insights to aid informed decisions.

                Ensure Communication Accuracy:

                Prioritize accuracy. Research thoroughly, fact-check, and cite reputable sources. Build trust through credible and data-driven communication.

                Utilize SEO Research:

                Conduct SEO research for deeper client understanding. Identify keywords, explore common queries, and tailor content accordingly.

                Consistency is Vital:

                Maintain consistent content schedules across blogs, videos, and social media to foster client engagement and loyalty.

                Harness Video Content:

                Videos connect powerfully. Explain complex concepts, showcase services, and personalize messages for effective client resonance.

                Smart Search Ad Strategy:

                Prioritize organic ranking through SEO before heavy investments in search ads. Establish authority for sustainable results.

                Consider YouTube Ads:

                Cost-effective YouTube ads can broaden your audience reach, particularly for video-friendly content.

                Equip for Quality Videos:

                Invest in top-notch equipment for higher video production quality, enhancing brand perception.

                Incorporate Captions:

                Boost engagement by adding captions to videos, catering to diverse audiences including those without sound.

                Track Calls with Precision:

                Use call tracking software like CallRail to analyze campaign effectiveness and understand client preferences.

                Share Expertise Freely:

                Transparency pays off. Offer insights and tips openly to establish trust and position your brand as a credible authority.

                Any Questions?

                Download our Ultimate Guide to B2B Marketing for Financial Services Companies here (yes, you’ll want to check this out).

                The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.

                We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls, and shared content calendars to make sure you know what’s happening.

                We’ll bring you fresh ideas from our kick-a** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.

                For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.

                /by

                RESOURCES

                Blog
                Privacy Policy

                GET IN TOUCH

                2710 Lone Jack Rd
                Encinitas, CA 92024
                858.945.1069
                info@digitalstoryteller.io

                Follow a manual added link

                © Digital Storyteller 2026

                Get The Secret Sauce

                Delivered right to your inbox (napkins optional)



                © Digital Storyteller 2026