True North Technologies Blog

Facebook, as one of the largest social media platforms, frequently updates its algorithms and features, impacting how users reach their audiences and measure success. Because of the fast-paced updates, it’s important to stay up to date about platform changes in order to keep an effective online presence. Understanding how Facebook updates impact your metrics can help you navigate the world of social media successfully. The Shift in Content Prioritization One of the most notable changes has been Facebook's shift in prioritizing content from your friends over public posts from businesses. This adjustment means that even well-crafted posts from business pages may not reach their intended audiences as expected. As a result, many companies are seeing a decline in organic reach, which directly affects engagement metrics like their likes, shares, and comments. The Rise of an AI-Powered Algorithm Facebook's algorithm is now fully AI-powered and more complex than ever before. It looks at many different factors to determine what content is shown to users, like user's engagement history, post relevance, and user behavior. Each piece of content is assigned a "relevance score," which influences its visibility in the News Feed. Content that fits well with user interests and creates meaningful interactions is favored. Clickbait and Spam Reduction Facebook has added measures to reduce the reach of clickbait and spammy posts in its effort to improve user experience. If your content is perceived as misleading or low-quality, it may be docked in the algorithm. Try focusing on producing authentic and valuable content to avoid falling into this category. Understanding the Click-Gap Metric Another big update we’ve seen is the introduction of the " Click-Gap " metric. This metric assesses the popularity of posts on Facebook compared to their performance elsewhere online. If a post is gaining traction solely on Facebook without external validation, its reach might be limited. Promoting content across multiple platforms will help establish credibility and encourage broader engagement. Plus, you might be missing out on a part of your target audience if you’re not utilizing multiple relevant social media platforms. Content Saturation and Paid Advertising The large amount of content shared on Facebook daily creates a competitive environment where individual posts can easily get lost. As organic reach declines, the importance of paid advertising has grown. Facebook’s promotion of paid posts can decrease your organic reach as well. To make sure your content is seen by the right audience, it’d be a good idea to consider investing in targeted ads. Why Engagement Metrics and KPIs Matter Engagement metrics are key performance indicators (KPIs) that reflect how well your content resonates with your audience. High engagement rates indicate that your posts are being seen and appreciated, offering you valuable insights into what works and what doesn’t. Engagement builds community and brand loyalty within your audience and serves as a KPI for measuring the effectiveness of your marketing efforts. Ways to Navigate Facebook Update Consider using these strategies to navigate the impact of Facebook updates on your metrics: Create Relevant Content: Focus on producing content that encourages meaningful interactions with your audience. Use engaging visuals, informative posts, and storytelling to catch your audience's attention. Use Facebook Stories: Stories are a popular feature that allows for more immediate engagement. Use them to share quick updates, behind-the-scenes content, and promotions to encourage interaction. Engage with Your Audience: Respond to comments and messages to add a more personable touch to your online presence. Ask questions and create polls for user participation. Invest in Paid Advertising: Consider investing in targeted Facebook Ads or other social ads to boost visibility and reach your desired audience, especially when organic reach is declining. Track Performance Regularly: Use Facebook Insights to monitor your metrics closely. Identify which types of content perform best and adjust your strategy accordingly. Data-driven marketing is always more effective! Let True North Refresh Your Social Strategy Understanding how Facebook updates impact your metrics is essential for anyone looking to succeed in their social media marketing. Adapting to changes in the algorithm and focusing on quality engagement will help you navigate your social strategies more effectively. At True North Technologies, we’re here to help you refine your social media strategy and maximize your impact on Facebook. Contact us today and see how we can help you reach your goals!

In marketing, simply casting a wide net and hoping for the best is like shooting arrows in the dark. Rather than throwing messages out there and hoping it resonates with someone, a data-driven approach allows you to allocate your efforts more effectively. By taking advantage of data collection, you can target your audience with precision, optimize your budget, and refine your strategies based on real performance metrics. Here’s why data-driven marketing is more effective: 1. Precision Targeting and Personalization Data-driven marketing allows for precise audience targeting . Businesses can segment their audience more accurately and tailor their messaging by analyzing consumer behavior, preferences, and demographics. This level of personalization increases the relevance of your marketing efforts, making it more likely that your message will resonate with individual consumers. Personalized marketing boosts engagement and enhances customer satisfaction and loyalty. 2. Improved ROI and Budget Allocation A key benefit of data-driven marketing is the ability to measure and optimize return on investment (ROI). With access to detailed analytics, you can track the performance of your campaigns in real-time and make data-backed decisions to allocate your budget more effectively. By identifying which channels and strategies yield the highest returns, you can focus your resources on the most impactful areas, ensuring a more efficient use of your marketing budget. 3. Enhanced Decision-Making and Strategy Data-driven marketing empowers businesses to make informed decisions based on concrete evidence rather than intuition. Data helps you understand what works and what doesn’t so you’re able refine your strategies. The ability to adapt to changing market conditions, emerging trends, and shifting consumer preferences will ensure your marketing efforts remain relevant and effective. 4. Real-Time Performance Tracking With data-driven marketing, you gain access to real-time performance metrics and Key Performance Indicators (KPIs), offering immediate feedback on your campaigns. This instant visibility into KPIs allows you to identify and address issues swiftly, make necessary adjustments, and capitalize on opportunities as they arise. Real-time tracking of these key metrics helps you maintain the agility needed to stay competitive in a dynamic market environment. 5. Better Customer Insights Data analytics offer valuable insights into customer behavior and preferences , helping you understand your audience on a deeper level. Analyzing patterns in customer interactions, purchase history, and feedback can uncover trends and insights that inform your marketing strategies. These insights help you meet customer needs and create stronger consumer relationships by delivering relevant and timely content. More Than Marketing At True North Technologies, we specialize in data collection and analytics to drive marketing success. Our team of experts is dedicated to helping you leverage data analytics to create targeted, personalized, and effective marketing strategies that deliver measurable results. From advanced analytics and performance tracking to strategic optimization, we provide comprehensive solutions to elevate your marketing efforts.

Looking to grow your audience engagement? A good strategy is to develop a relationship with your desired audience. One way to build authentic connections is to encourage and utilize User Generated Content (UGC). In this blog, we’ll answer the question “What is UGC” and its unsung impact. What is User Generated Content (UGC)? User Generated Content (UGC) is any form of content—text, videos, images, reviews, etc.—created by consumers rather than brands. This type of content is usually shared on social media platforms, review sites, and other online channels. Unlike traditional marketing content created by the company, UGC comes directly from customers who have experienced the product or service firsthand. Types of User Generated Content 1. Reviews and Testimonials: Customer feedback and testimonials that is shared on platforms like Google Reviews, Yelp, and Amazon. 2. Social Media Posts: Photos, videos, and posts created by customers on platforms like Instagram, Facebook, Twitter, and TikTok. 3. Blog Posts and Articles: Content created by customers or influencers about their experience with a brand’s product or service. 4. Videos: Unboxing videos, tutorials, and reviews posted on platforms like YouTube. 5. Photos: Images shared by customers showcasing their use of a product, often tagged with the brand’s hashtag. The Unsung Impact of UGC UGC holds a huge amount of power in digital branding and can impact a brand’s reputation, reach, and revenue. Here’s how: 1. Authenticity and Trust Consumers today want authenticity and trust peer recommendations more than traditional advertising. UGC gives consumers genuine, unbiased reviews about a product or service, making it a trusted source of information for potential customers. When people see real users sharing their positive experiences, it builds trust and credibility for the brand. 2. Increased Engagement UGC encourages interaction and engagement. When customers create and share content about a brand, it sparks conversations and creates a sense of community. This sort of engagement increases a brand’s visibility and strengthens customer loyalty. 3. Cost-Effective Marketing Creating high-quality marketing content can be expensive and time-consuming. UGC, on the other hand, is a cost-effective way to generate content. By using content created by your customers, you can save on production costs and divide your resources into other relevant areas of your marketing strategy. 4. SEO Benefits UGC can help boost your SEO efforts. Search engines value fresh, unique content, and UGC provides just that. Reviews, social media posts, and other forms of UGC generate organic traffic and improve your website’s search engine rankings. Also, user-generated reviews often contain keywords that potential customers are searching for, boosting your visibility in search results. 5. Social Proof Social proof is a psychological phenomenon where people conform to the actions of others. UGC serves as powerful social proof, showing potential customers that others are enjoying and endorsing your product. This can influence purchasing decisions and drive conversions. 6. Valuable Insights UGC gives valuable insights into customer preferences, behaviors, and opinions. By analyzing this content, brands can gain a deeper understanding of their audience, identify trends, and make informed decisions to improve their products and services. How True North Technologies Can Help At True North Technologies, we specialize in helping businesses create consistent growth . By understanding and leveraging the impact of UGC, you can transform your marketing strategy and achieve real results. Our team of experts can assist you in curating, managing, and using UGC to build authenticity, engage your audience, and drive growth. If you’re ready to take advantage of UGC for your business, contact True North Technologies today to schedule a meeting.

Reaching the right audience with the right message at the right time is the key to success for any product, brand, or business. Gone are the days of one-size-fits-all marketing campaigns. Marketing is no longer just a tactic to push your product or service on your audience. With unlimited access to the internet and the user’s ability to skip past ads, marketing is now a tactic to pull your audience in and earn their attention. This is where targeted marketing comes into play. This blog will explore the smart, modern touch of targeted marketing and how it can transform your business. What is Targeted Marketing? Targeted marketing is identifying and understanding specific segments of your audience and aiming your marketing efforts to engage with their preferences. This is different from traditional marketing because traditional methods just cast a wide net, hoping to capture the attention of a broad audience. With targeted marketing, you can focus your efforts on the people most likely to be interested in your products or services, resulting in higher engagement and conversion rates. The Power of Data Data is the backbone of targeted marketing. Businesses can get valuable insights into customer behavior, preferences, and demographics by analyzing user data. This information can then be used to create personalized marketing campaigns. For example, an online retailer can use purchase history and browsing behavior to recommend products to a customer who is likely to be interested. This level of personalization improves the customer experience and increases the likelihood of a sale. Advanced Analytics and AI Advanced analytics and artificial intelligence (AI) have taken targeted marketing to the next level. Machine learning algorithms can analyze large amounts of data to identify patterns and predict future behavior. This allows businesses to anticipate customer needs and deliver timely, relevant messages. AI can also generate new ideas on how to reach specific audiences by determining their preferences, behaviors, and trends. Businesses can create more effective and personalized marketing campaigns by taking advantage of the unique features AI and advanced analytics offer. The Role of CRM Systems Customer Relationship Management (CRM) systems play an important role in targeted marketing. CRM systems allow businesses to manage customer interactions and data throughout the customer lifecycle. Businesses can create personalized campaigns that are triggered by specific actions when using CRM systems with automated tools. For example, a CRM system can automatically send a follow-up email to a customer who left their shopping cart, encouraging them to complete their purchase. Benefits of Targeted Marketing 1. More Engagement: Personalized marketing messages are more likely to grab your audience’s attention and encourage interaction. 2. Higher Conversion Rates: You can achieve higher conversion rates by focusing on the people most likely to be interested in your products. 3. Customer Loyalty: When customers feel understood and valued, they are more likely to remain loyal to your brand. 4. Better ROI: Targeted marketing allows you to allocate your resources more efficiently, resulting in a better return on investment. Connecting in a Meaningful Way Targeted marketing has become essential for businesses looking to stay competitive. By using data, advanced analytics, AI, and CRM systems, businesses can deliver personalized experiences that drive engagement, conversion, and loyalty. The smart, modern touch of targeted marketing is not just about reaching your audience; it's about connecting with them in a meaningful way. Ready to transform the way you market? Contact True North today and discover the difference in targeted marketing.

Online platforms can be intimidating when content and user engagement make or break the success of your analytics. Content Management Systems (CMS) can help you navigate these platforms as they serve as the backbone for managing and delivering digital content seamlessly. At True North Technologies, we understand the role CMS plays in digital marketing, empowering brands to conveniently connect with their target audience. We often hear the question 'What is a CMS?', so we're here to answer it. What Does CMS Mean? CMS is an acronym for Content Management Systems and is a software application that allows you to create, edit, and publish digital content. A CMS in programmatic advertising helps advertisers and agencies organize and distribute their advertising assets across different advertising channels and platforms. It smooths out the process of creating and updating ad content, allowing advertisers to easily tailor their messages to different audiences and optimize their campaigns for better performance. Think of it as a digital filing cabinet that simplifies the content creation process. It lets users focus more on their messaging without having to deal with the complicated coding aspect of the internet. What Are the Best CMS Platforms? When it comes to CMS platforms, there are two names that stand out to us at True North: WordPress and Duda . Let's take a closer look at what makes these platforms so memorable: WordPress: As one of the most popular CMS platforms, WordPress hosts millions of websites, from personal blogs to major corporations. Its user-friendly interface, extensive plugins offered , and responsive community support make it a go-to choice for people who want flexibility and convenience. Whether you're a beginner or a seasoned developer, WordPress offers a variety of customization options that will fit your needs. Duda: Duda offers a wide range of tools meant for creating responsive, mobile-friendly websites. Its drag-and-drop interface makes it easy for users to design pixel-perfect layouts without having to write a single line of code. Duda's SEO features and advanced analytics provide users with detailed insights to optimize their campaigns for maximum impact. Why Choose a CMS? Convenience and efficiency are must-have qualities in digital marketing, which are just a few of the many advantages that CMS can offer you. Here are a few more notable benefits: 1. Smooth Content Management: With a CMS, users can effortlessly update and optimize their content in real-time, ensuring a timely delivery of targeted messaging to their audience. 2. Enhanced Collaboration: CMS platforms make collaboration easy among team members, creating a centralized hub for content management and workflow automation. 3. Optimized User Experience: By taking advantage of CMS features, like responsive design and personalized content delivery, users can create smooth user experiences that will contribute to driving their engagement and conversions. 4. Data-Driven Insights: CMS platforms offer multiple analytics tools that provide actionable insights into user behavior, making it easy to refine a marketing strategy for better results. Unlock the Power of CMS Platforms Using a Content Management System is essential for staying ahead of the curve. Whether you're a small business looking to establish your online presence or a major corporation aiming to increase brand visibility, CMS can make your journey a stress-free one. With our expertise in programmatic advertising and our commitment to innovation, True North Technologies can help you unlock the full potential of CMS platforms to achieve your marketing goals. Ready to take your marketing strategy to the next level? Contact True North Technologies today and let us help guide you to digital success!

Google Analytics is a powerful tool that can show you how your website is performing. By learning how to read these reports, you gain key information into your visitors' behavior, where your traffic is coming from, and how your marketing tactics are performing. This guide will teach you the basics of how to read a Google Analytics Report. Understanding the Google Analytics Dashboard When you first log into Google Analytics , you’re shown the dashboard, this is a bird’s eye view of how your website is performing. The information on the dashboard includes: Real-Time Data : Live data of users currently on your site. Audience Overview : Insight into the demographics, interests, and behaviors of your visitors. Acquisition Overview : How people are finding your website Behavior Overview : View how visitors interact with your site. Navigating to Specific Reports Google Analytics is organized into different report categories: Audience Reports These reports provide detailed information about your visitors. Demographics : Age and gender information. Interests : Users’ interests Geo : Geographical Location and language of your users Behavior : New or old visitors, frequency of views , and time spent on your site

In today's digital age, where communication is key, a great email marketing campaign can have lasting effects on your business and it's ongoing advertising.

Innovative advertising firms empower businesses by targeting specific locations through IP Targeting, reshaping their digital presences.

Digital marketing can be a bit of a head-scratcher, especially for business owners focused on their customers. As a go-to digital marketing agency, our team understands the struggles that local businesses face. One thing that often leaves business owners puzzled is PPC management. If those three letters have you feeling lost, don't worry. We’re here to help you make sense of PPC and why it's so essential for boosting your business’s online presence. 1. Understanding PPC – The Basics So, PPC stands for Pay-Per-Click – a type of online advertising where you pay every time someone clicks on your ad. Imagine every click as a potential customer checking out your virtual store. A great example is one of those sponsored results you’ll see in many Google Searches. It's like putting your business in the digital highway’s fast lane, making sure people looking for your offerings find you easily. With the right strategy, PPC campaigns can: Bring in targeted traffic Boost your brand's visibility Turn those clicks into actual customers 2. The Key to Success – Keyword Research A crucial part of a good PPC campaign is choosing the right keywords. It's not just about picking business-related words, but rather speaking and understanding your customers’ language. Great digital marketers can craft a keyword strategy that fits your business goals and gets what your users look for. By targeting the right keywords, your ads can stand out and reach people who are already interested in what you have. 3. Making Every Dollar Count For small businesses, every dollar matters. Luckily, PPC marketing lets you maintain a tight control over your marketing budget. With proper PPC management, your ad spend gets spread out wisely. By focusing on the best keywords and tweaking your ad content, you get the most value for your money. This financial aspect is crucial, especially for small businesses aiming for a big impact without going over budget. With the right budgeting, your digital marketing becomes a lean, mean, customer-attracting machine. 4. Crafting Ads that Grab Attention We already know attention spans are short, but they’re even shorter online. That’s why the best marketers create ads that can catch the eye and tell your story at a glance. PPC management doesn't just stop at numbers and keywords, it dives into the art of persuasion. Your ad needs to do more than just inform ; it should make people want to click . Blending creativity with data-driven insights makes your ads shine in an increasingly crowded online space. 5. Keeping an Eye on Performance Proper digital marketing isn’t quick, one-shot, or rinse-and-repeat. That’s why the cool thing about PPC is its adaptability and limitless possibilities. A PPC marketer keeps a close watch on how your campaigns are doing, looking at data to find trends and spots for improvement. This ongoing approach means your marketing strategy evolves with our ever-changing digital world. By staying on top of things, your PPC campaigns can be fine-tuned for long-term success, keeping your business front and center. 6. Teamwork - SEO and PPC Together SEO (Search Engine Optimization) and PPC aren't enemies – they're more like two peas in a pod. Digital markers can smoothly blend these strategies, using strengths from both sides to boost your online presence. While SEO sets the stage for natural visibility, PPC delivers quick, targeted results. Together, they create a solid digital marketing setup that maximizes your reach and ensures your business gets noticed through different online channels. What Does the Best PPC Management and Marketing Look Like? In the big world of digital marketing, True North Technologies is the go-to for small businesses in (and beyond) Nebraska. With our help , PPC management can be a powerful tool in your marketing toolkit. From creating attention-grabbing ads to managing budgets, we handle the tricky parts of digital advertising so you can focus on running your business. Trust our local team to steer your online presence in the right direction, turning clicks into meaningful connections with your audience.

Across 2023, a year dominated by ever-changing marketing trends, our team buckled down and focused on more than marketing. From our web designer integrating a whole new web platform to our copywriter not succumbing to ChatGPT’s allure, Lincoln’s businesses reaped the benefits of expert digital advertising. Here’s some of what we learned from an off-the-wall year, and how we’re moving forward into 2024! A Brand-New Website & SEO Presence – LP Fitness Stop by LP Fitness, and you’ll be blown away. Headed up by visionary coach Liza Mendoza-House, this inclusive gym has reshaped Lincoln’s fitness scene. With an expert crew of motivational coaches, this award-winning gym has helped many Lincolnites kickstart and maintain their body transformation. Liza came to us with a challenge to reshape her website and kickstart her SEO presence. We took that on by getting familiar with her gym’s unique approach to personal nutrition and body transformations. Paired with a brand centered around positivity and personal motivation, this was a gold mine just waiting to be unearthed. Ever since LP Fitness worked with TNT to redesign their website and kickstart ongoing SEO management, they’ve seen results :  54% of traffic was from Organic Search 57% of sessions were from Organic Search Organic Searchers browsed for 1 minute & 16 seconds Direct Searchers browsed for 1 minute & 3 seconds An organic performance like this is perfect for getting Liza’s brand-new site in front of more clients, helping her gain more subscriptions. We’ve enjoyed working with LP Fitness and are looking forward to seeing how Liza guides Lincoln’s fitness community forward! A Revived SEO Presence – Generation V E-Cigarettes and Vape Bar Generation V (aka “Gen V” or “that dope vape shop”) is the Midwest’s best vaping goods retailer, with many award-winning locations across Lincoln. Their people-focused service and authentic care for helping others kick cigarettes to the curb are unlike any other vape shop. With expert leadership under Sarah Linden, this locally focused business has been able to expand its presence and service across Iowa and South Dakota. Generation V knew they needed to revitalize their SEO campaigns and get a corner man in the ring. With an ever-expanding suite of competitors, search engine visibility has become more important than ever. That’s where True North’s team came in to help Gen V oversee all 19 of their locations across Google. If any business manages a physical presence for their customers, they MUST manage a Google Business Profile (GBP) if they want any hope to succeed. To truly optimize their GBP(s), a business must at the very least: Courteously respond to reviews (positive and negative ones) Encourage customers to leave a five-star review (the more, the better) Add new content weekly (through Updates or new photos) Insert unique information across different profiles Keep their profile verified Well, the best collaborations are made with the best people. In Generation V’s hometown of Lincoln, all their locations consistently rank as some of the top 10 vape stores across Google Maps. By following benchmarks like these, True North and Gen V (hey, the client sometimes has to help) were able to get to the top of Google’s listings, setting the bar for Lincoln’s vaping community. A Top-Down Website Rehaul – Block & Beam Finally, Block & Beam is the Lincoln area’s premiere egress window and foundation repair specialist. Led by Dallas, they’re ready to take on any challenge at its foundation. With an original website that looked like one of Ye's album covers (2016’s The Life of Pablo if anybody’s curious), Dallas came to us looking for a new direction. Our web developer, Dylan, looked at Block & Beam’s tenured artistry and saw a story just waiting to be told. That’s why they tasked True North’s copywriter, Derek, to form a well-written story on top of the digital foundation. Dylan was able to craft a website using meticulous layouts and designs, integrating copy from Derek. The result... a new site that helped bring Dallas’s experience to life, giving his brand a space to shine online! We’ve Learned From 2023’s Marketing Trends Needless to say, our team is charging into 2024 and ready to go! From programming to writing, they’re all passionate about helping businesses beyond Lincoln grow and prosper. Give us a ring if you’re looking to expand your digital presence beyond what was possible for a local business. We cannot wait to meet you!

Fellow small business owners often ask us, “SEO vs PPC: which one is better?” This is a tough question to answer because each has their own pros and cons. Let’s explore SEO vs PPC as well as some of their unique advantages and disadvantages.

There are many different types of Google ads available today. Some are easier to manage than others, but they all require a clear goal to be effective. Knowing which types of Google ads serve which purposes will empower you to get the most out of your advertising budget.