It’s that time of year, your marketing budget is due soon for 2018 and you want to be sure you’re allocating the right amount of your budget to the right tactics. The plan and budget you craft for 2018 should be all about engaging your customers across their buying journey—sending the right message, at the right time, via the right channel.


You don’t have to create a plan and budget on your own. We’d love to dig into your goals and target audiences more to help you craft a specific marketing plan for 2018 or let Peebles Creative Group (PCG) provide project estimates to help put numbers around your vision.


Below are some additional tips for planning your 2018 marketing plan.


How’s your SEO?

If you’re anything like me, you just google it instead of typing in a direct URL. B2B and B2C businesses need to make sure their organizations are ranking high in search engines to attract as much business as possible. How? Content marketing helps. Keep your website copy up to date, regularly update your News or Blog page with valuable articles for your customers – you can either write these yourself or hire an agency to keep it updated. Google favors sites with relevant and original content. Additionally, search engines continue to focus on both mobile and voice searches. These queries resemble questions rather than targeted keywords. When building webpages, research and optimize for question-based terms—answer “How” and “Which” questions. These connect to the research process customers take when learning about products.


Be yourself

You’ve probably noticed many brands using authentic storytelling and brand messaging, because today’s customers demand it. Campaigns that have true authenticity connect with consumers and create committed fans. PCG has always believed truth is more powerful than any advertising slogan. We have a process for uncovering your truths and sharing them with the world in ad copy and in the customer experience. This marketing trend toward transparent business-customer connection is not going away. Do it right.


Give Email Marketing another chance

Don’t count email marketing out. The latest data indicates that email marketing can be one of your most ROI-positive tactics when you give your email customers valuable and helpful information. Write DIY guides or provide links to valuable industry news not sales pitches all the time.


Native Advertising Rocks

Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.Native advertising doesn’t disrupt the user experience, and typically it is viewed as editorial. Types of native ads include in-feed, search and promoted listings, content recommendation widgets and custom content units. Native ads registered 18% higher lift in purchase intent than banner ads. If you need help increasing your native advertising in 2018 or updating your digital strategy, let’s chat.