Category: Marketing Automation

How to Request & Give Access to Google Ads Accounts

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Introduction to Google Ads Account Access Management

Google Ads is a powerful platform that enables businesses to create and manage advertising campaigns across Google Search, YouTube, and partner websites. Whether you’re running local service ads or large-scale campaigns, proper account access management is essential for smooth collaboration and security. Granting access to team members, agencies, or collaborators allows them to manage campaigns, monitor performance, and optimize results without sharing sensitive login credentials. Understanding how to securely give access to Google Ads accounts ensures your advertising efforts remain efficient, organized, and protected.

Understanding Google Ads Access Levels

Google Ads offers several access levels to ensure team members and collaborators have the appropriate permissions based on their responsibilities. Here’s a breakdown of each role and when to use it:

  1. Admin:
    Admins have full control over the account, including creating campaigns, managing users, and accessing billing information. This role is ideal for business owners or lead marketers who require complete oversight of the account.
  2. Standard:
    Users with Standard access can create, edit, and manage campaigns but do not have permission to manage users or billing settings. This level works best for team members or agencies focused on day-to-day campaign management.
  3. Billing:
    The Billing role grants users access to view and manage billing details, such as payment methods and invoices. This role is perfect for accountants or finance team members who need billing information but do not require access to campaigns.
  4. Read-Only:
    Read-Only users can view campaign performance, settings, and reports but cannot make any edits. This access level is useful for stakeholders or clients who need insights without the ability to modify campaigns.
  5. Email-Only:
    Email-Only users receive notifications and reports via email but do not have access to the Google Ads dashboard. This role is ideal for team members or executives who only need updates on account activity.

Assigning the correct access level ensures efficient collaboration while safeguarding the security and integrity of your Google Ads account. By thoughtfully matching roles to responsibilities, you empower your team while maintaining control over key account functions.

Step-by-Step Guide to Grant Access to Google Ads

Granting access to your Google Ads account allows team members or agencies to collaborate effectively while ensuring your account remains secure. Follow these steps to grant access:

  1. Log in to Your Google Ads Account
    Go to the Google Ads login page and sign in using your Google credentials.
  2. Navigate to Access and Security
    In the bottom-left corner of your sidebar, click on the Admin icon (gear icon). On the dropdown, select Access and Security. 
Picture of Google Ads backend
  1. Invite a New User
    On the Access and Security page, click the blue plus button to invite new users. Enter the email address associated with the user’s Google account.
Picture of Google Ads backend
  1. Assign the Appropriate Access Level
    Choose the access level that aligns with the user’s responsibilities:
    • Admin: Full access to campaigns, billing, and user management.
    • Standard: Manage campaigns but no access to billing or user settings.
    • Read-Only: View-only access to monitor performance and reports.
    • Billing: Access to billing and payment settings only.
  2. Send the Invitation
    After selecting the role, click Send Invitation. The user will receive an email prompting them to accept access to your account.
  3. Monitor Pending Requests
    You can track the status of invitations under the Access and Security page. Once the user accepts, their role will display as “Active.”

How to Request Access to a Google Ads Account

If you need access to a Google Ads account, requesting it is a straightforward process. Follow these steps to ensure a smooth and professional experience:

  1. Contact the Account Owner
    Reach out to the account owner or admin and explain why you need access. Clearly communicate your role, such as campaign management, reporting, or billing, so they can assign the appropriate access level.
  2. Provide Your Google Email Address
    Share the Google email address associated with your Google account. This is required for the owner to send an invitation through the Google Ads dashboard.
  3. The Account Owner Invites You
    The owner should:
    • Log into their Google Ads account.
    • Navigate to Tools and Settings > Access and Security.
    • Click Invite Users, enter your email, and assign the correct access level.
  4. Accept the Invitation
    You will receive an email with a link to accept access. Alternatively, you can log in to your Google Ads account, navigate to Access and Security, and accept the pending invitation directly.
  5. Confirm Your Role
    Once access is granted, verify that the correct role (Admin, Standard, Read-Only, or Billing) has been assigned to ensure you can perform your responsibilities without any issues.

Troubleshooting Google Ads Access Issues

Managing access to Google Ads accounts is typically smooth, but occasional issues can arise. Here are common problems and solutions to get things back on track:

  1. Not Receiving Access Invitations
    If you haven’t received the invitation email, double-check that the account owner used the correct email address. Ask them to resend the invitation. Check your spam or promotions folder, as access emails can sometimes be filtered.
  2. Incorrect Roles or Permission Errors
    If you don’t have the right permissions to perform tasks, contact the account owner and ask them to review and update your access level. The owner can do this under Tools and Settings > Access and Security.
  3. Issues Accepting Access Invitations
    If you’re unable to accept an invitation, ensure you’re logged into the correct Google account associated with the email that received the invite. Clear your browser cache or try a different browser if the issue persists.
  4. Forgotten or Incorrect Account Login
    If you can’t log in to the Google Ads account, visit the Google Ads Account Login Page and use Google’s account recovery tools to reset your credentials. Ensure you’re using the right email address linked to your access.
  5. Access Still Unresolved?
    For persistent issues, visit the Google Ads Help Center for troubleshooting guides, or contact Google Support directly for further assistance.

By identifying and addressing these common issues, you can ensure seamless access to your Google Ads account and minimize downtime.

Why Proper Access Management is Essential for Google Ads

Properly managing access to your Google Ads account is crucial for both security and efficiency. By assigning clear roles, regularly reviewing permissions, and implementing best practices like two-factor authentication, you can protect your campaigns and ensure smooth collaboration with your team, agencies, or partners. Secure access management not only reduces risks but also keeps your advertising efforts organized and optimized for success. If managing Google Ads access feels overwhelming, let our team take the hassle off your hands. We’ll help you securely manage permissions, ensure the right people have access, and optimize your campaigns so you can focus on achieving your advertising goals. Reach out to us today and let’s get started!

How to Request & Give Access to Google Merchant Center

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Unlocking Collaboration with Google Merchant Center Access

Google Merchant Center is an essential tool for managing product listings and advertisements across Google platforms, making it a cornerstone for businesses engaging in e-commerce. Whether you’re coordinating with a marketing team, working with an agency, or adding collaborators, the ability to grant and request access ensures seamless workflows and improved account security. Understanding how to manage access to your Google Merchant Center account not only safeguards sensitive data but also empowers your team to work effectively. In this guide, we’ll explore the steps and best practices for securely managing access.

Google Merchant Center Access Levels Explained

Google Merchant Center offers several access levels to ensure users have the appropriate permissions for their roles while maintaining account security. Here’s an overview of the available access types:

  1. Admin Access: Grants full control over the account, including managing users, editing settings, and overseeing all activity. This level should be reserved for those responsible for account ownership and high-level decision-making.
  2. Standard Access: Provides the ability to view and manage product data, run campaigns, and perform most account tasks, but without the ability to manage other users or critical settings.
  3. Email-Only Access: Allows users to receive email notifications about account activity, such as performance updates or policy issues. This level is ideal for stakeholders who need updates but don’t require hands-on access.
  4. Performance and Insights Access: Grants view-only permissions to reports and performance metrics, making it perfect for team members who need analytics access without editing rights.

Understanding these access levels helps you delegate responsibilities effectively while maintaining the security and integrity of your Google Merchant Center account.

Step-by-Step Guide to Giving Access in Google Merchant Center

Granting access to your Google Merchant Center account is a straightforward process that ensures the right team members or partners can manage product listings and campaigns efficiently. Follow these steps to securely add a user:

  1. Log in to Your Google Merchant Center Account
    Use your credentials to access your account at the Google Merchant Center login page.
  2. Go to Account Access Settings
    In the top-right corner of the dashboard, click on the Gear icon. Under the “Settings” section, select People and access.
  3. Add a New User
    Click on the Add user button and enter the email address of the person you want to add. Ensure the email matches the user’s Google Account.
    1. You can select to either add people as a user or email-only. From here, you can then assign the user either Admin or Standard access. 
Backend Dashboard of Google Merchant Center
  1. Send the Invitation
    Click Send Invitation to grant access. The user will receive an email to accept the invitation and gain access to your account.

How to Request Access to a Google Merchant Center Account

If you need access to a Google Merchant Center account to manage products, monitor performance, or assist with campaigns, requesting access is a simple process. Follow these steps to ensure a smooth and professional experience:

  1. Communicate with the Account Owner
    Start by reaching out to the account owner or admin. Explain why you need access and the tasks you’ll be handling, such as managing product data or reviewing performance metrics.
  2. Provide Your Google Account Email
    Share the Google Account email you’ll use to access the Merchant Center. Ensure it’s an active and verified Google Account to avoid issues during the invitation process.
  3. Specify the Required Access Level
    Clearly outline the level of access you need: Admin for full control, Standard for product management, Email-only for notifications, or Performance and Insights for view-only permissions. This helps the account owner assign the correct role without confusion.
  4. Guide the Account Owner to Grant Access
    Refer them to the steps in Section 2:
    • Log in to their Merchant Center account.
    • Navigate to Tools and Settings > Account access.
    • Add your email, select the appropriate access level, and send the invitation.
  5. Accept the Invitation
    Once the owner sends the invitation, check your email for the notification. Click the provided link and sign in to your Google Account to accept access.

Best Practices for Managing Google Merchant Center Access

Effectively managing access to your Google Merchant Center account is critical to safeguarding your data and ensuring efficient collaboration. Follow these best practices to maintain control and security:

  1. Regularly Audit User Access
    Periodically review the list of users with access to your account. Remove individuals who no longer require access, such as former team members or partners whose projects have ended. Keeping the user list up-to-date minimizes potential risks.
  2. Update or Revoke Access When Roles Change
    If a user’s responsibilities shift, adjust their access level to match their new role. For example, downgrade permissions for users who no longer need administrative access or revoke access entirely for inactive users.
  3. Enable Two-Factor Authentication
    Protect your account with an added layer of security by enabling two-factor authentication. This ensures that even if login credentials are compromised, unauthorized access is prevented.
  4. Assign Roles Based on Responsibilities
    Grant users the least privilege necessary to perform their tasks. For instance, provide Standard access for product management or Performance and Insights access for analytics-only roles. This reduces the risk of accidental changes or unauthorized actions.

Troubleshooting Google Merchant Center Access Issues

While managing Google Merchant Center access is generally straightforward, users can sometimes encounter challenges. Here are common issues and practical solutions to resolve them:

  1. Not Receiving Invitation Emails
    If an invited user doesn’t receive the access email, double-check the email address entered during the invitation process. Ask the user to check their spam or promotions folder, as the email may have been filtered. If the issue persists, resend the invitation.
  2. Access Level Discrepancies
    Users may find they don’t have the permissions they need to complete tasks. In this case, the account admin should review the user’s assigned access level under Tools and Settings > Account Access and adjust it to the appropriate role (e.g., Admin, Standard, Performance and Insights).
  3. Issues with Linking Google Accounts
    Problems may arise when trying to link a Google Account to Merchant Center. Ensure the user is logged into the correct Google Account associated with their email address. Logging out and back in can often resolve connection issues.
  4. General Troubleshooting and Support
    For persistent issues, accessing Google Merchant Center Help is a good starting point. You can also contact Google Support for account-specific problems or technical errors.

Why Access Management in Google Merchant Center Matters

Managing access to your Google Merchant Center account is key to protecting your business while fostering efficient collaboration. Assigning roles thoughtfully, regularly reviewing permissions, and utilizing best practices like two-factor authentication can help you maintain security and streamline operations. Proper access management not only protects sensitive information but also ensures your team or partners can work effectively without unnecessary complications.

If managing access feels like a hassle, let our team take the headache off your plate. We specialize in Google Merchant Center management and e-commerce optimization, so you can focus on growing your business while we handle the details. Reach out today to learn how we can help!

Inbound Marketing For Northwest Florida

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HOW DO YOU ATTRACT CUSTOMERS WITH INBOUND MARKETING?

In today’s world, reaching your intended customer has become more demanding. Advancing your digital marketing is crucial to your success. However, one of the underlying issues with digital marketing is that customers are in a pandemic of online information. So how do you reach these individuals and provide them meaningful information?

Consumers do not want a barrage of digital information when they are looking for solutions to their problems; that’s where Inbound Marketing steps in. Inbound Marketing is the philosophy of attracting the right customers, at the right time, by producing the right content. When a consumer is searching for “Top 10 vacation spots in Florida,” your search result will be displayed because you have written an article on that very topic that has been viewed by previous consumers, organically placing your search result higher up the page.

“Inbound marketing is the philosophy of attracting the right customer…”

Inbound marketing is a customer-centric philosophy, as opposed to being product-centric. Instead of wasting valuable marketing resources on individuals who do not fit your buyer personas or are non-relevant to your product, inbound marketing focuses on creating meaningful relationships with your consumers. The ultimate goal is to produce long time advocates of your business’ product. From companies like Intel to small businesses like Joe Coffee Shop, marketing is seeing a huge shift from outbound to inbound marketing.

What makes this philosophy/strategy so advantageous, you ask?

Inbound Marketing is:
  • Cost-Effective
  • Improves Customer Relations
  • Highly Visible ROI (Return On Investment) and Metrics

INBOUND IS COST EFFECTIVE

Inbound Marketing is Ultimately Cheaper and More Effective

How is it cheaper and more effective? Instead of blindly firing your message to consumers who may or may not be interested in your services, inbound marketing aims at finding out who your buyer personas are, who your consumers should be, and then tailoring content to help find solutions to their problems. Instead of trying to find your audience, your audience will come to you. You will learn your audience, and through these exchanges, you’re able to classify your audience into different buyer personas and service them better.

Incidentally, it is a lot easier for your business to gain leads from consumers interested in something you provide or offer as opposed to those who just aren’t interested in the slightest. It’s no wonder many businesses are switching or incorporating inbound marketing into their marketing strategies, with contrast from outbound marketing to inbound marketing delivering a whopping 54% more lead generation. (Hubspot)

IMPROVES CUSTOMER RELATIONS

Inbound Marketing Creates Meaningful Relationships

One of the huge advantages of using inbound marketing is that it’s a two-way communication where customers interact with your business. They will post on your company’s social media pages, comment on your blogs, or take part in contests or surveys. When they participate, they become invested and engaged in your company. Consumers today want to be in control of what information they receive and when they receive it. Instead of bombarding them with information they may or may not care about, your company instead encourages consumers to come to you because your company has a solution to their problem. That in itself starts to create a meaningful relationship with your customers.

HIGHLY VISIBLE ROI

Everything With Inbound Marketing is Tracked

Everything within your business is analyzed; why not analyze the interactions your consumers have from the first click on your website’s link in a Google search to how they browse your site after they become customers? With a software program like Hubspot you can start analyzing which blog titles are getting the most clicks, calculating the ROI of every campaign, and understanding which ones are bringing the most money to your business. Also, for every campaign, you can analyze what parts of the campaign were successful and what parts were not, such as which call-to-actions were clicked more than others and/or what landing pages saw more visitors than others.

Need a refresher on the metrics that measure marketing success? Check out our list of key metrics and what they mean for your campaigns.

CLOSING NOTES…

For Northwest Florida companies in Panama City, Panama City Beach, Destin, Pensacola, Tallahassee, the 30A area, and beyond, inbound marketing offers so many great tools for your business. More importantly, your consumers will appreciate it! Inbound marketing does not aim at bombarding your consumers with information but rather solving issues they have with useful resources that point them in the direction of your business.

Are you ready for more customers to start pouring in? Click below!

Embrace Your Curiosity +

Web Design Must Haves for Leads Generation: Get Found Online

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Websites have no use if they are not being visited.

In this part one of 4 series, we explore the first few items that every web design needs for proper and effective lead generation.

Search Engine Optimization (SEO) is a must-have to any website strategy. For SEO to be successful it takes hard work and consistency when aiming for the top spot.

Every website has the goal of reaching the number one position in search engines. What gives you that first place ranking?  Off-page search engine optimization is one factor to increasing your ranking results.

Link building is not an easy process, but it is very beneficial to your website. High-quality links connected to your website can significantly increase your chances of ranking higher on search engines. There are a couple of key tips to remember when you are building links. The first is to ensure your links create high-quality, educational, or entertaining content. Secondly submit your website to online directories. This will help categorize your website.

On-Page Optimization

On-page search engine optimization is another important aspect and consists of placing your most important keywords within the content elements of your actual pages. These on-page elements include headlines, sub-headlines, body content, image tags, and links.

To ensure your on-page search engine optimization is done right pick a primary keywords for each page. Do not use too many keywords on one page otherwise the page will lose its importance. Search engines won’t have a clear idea of what the page is about. Focus on optimizing one keyword per page.

  • • Place your primary keywords in your headline and sub-headline. These          areas of content have greater weight to search engines.

  • • Include keywords in the body content, but don’t use them out of context.

  • • Include the keywords in the page URL and keep the URL clean.

  • • Lastly, write for humans. Prepare your content for your audience and then    look to optimize it for search.

Meta Tags

Meta tags (a line of code that is contained in the background of a web page) is another SEO component to keep in mind. Meta tags are not as important as SEO, but they are still important. The reason why Meta tags are important is because search engines look at them to learn more about the page.

 

XML Site Maps

XML sitemaps help contain listings of all your pages and when they were updated. The incentive behind an XML sitemap is to help search engine crawlers sift through your pages more efficiently. Sitemaps are easy to create. You can find sitemap generators online that you can simply upload to the root directory of your website.

 

301 Redirects

The last component to keep in mind is a permanent 301 Redirect. This method is used to change an old URL to a new one. When a page is moved to a new URL and the old link hasn’t been directed to the new page it causes a broken website link. This causes a lost opportunity for your customers or potential buyers. 301 Redirects helps SEO know where to find your new pages.

Web Design Must Haves for Leads: Exploring Proper Design and Usability

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Most websites have an average of a 30-60% bounce rate.

This means a large majority of web traffic entering your website leaves without navigating to any other pages. What first impression are you giving your viewers?

Your website represents who you are and what you offer. When viewers visit your website they are looking for credibility, trust, professionalism, and stability.

Stanford University and Consumer Web Watch found that “a website’s design was more important than credibility such as having a privacy policy and awards.” The study also indicated that “the visual design may be the first test of a site’s credibility. If it fails on this criterion, web users are likely to abandon the site…”

A great web design should include:

Proper use of colors

To attract your audience and draw attention to select elements, use the right colors for your audience. Do not try to make everything jump out. Your audience will avoid the chaotic mix of colors. Stick to 2-4 colors for your template.

Animations, gadgets, and media

Only implement this to help support content and information. Avoid anything unnecessary.
Layout: A clear navigation structure is a must. Avoid clutter. Organize page elements in a grid fashion instead of scattering them randomly.

Typography

Use fonts, font sizes, and font colors that are easy to read to ensure your site is legible. This brings us to our next element. Maintain consistency. Keep your elements on your site consistent from page-to-page. Consistency will help your visitors navigate your site with ease. This will help your visitors from feeling lost.

 

Images

Images can be a powerful element to any website. Although stock images are easily accessible and inexpensive, visitors prefer real imagery. Marketing Experiments performed an experiment comparing the use of stock photography verses real imagery on a website. They found that photos of real people out-performed the stock photos by 95%. Stock images tend to be irrelevant.

Ultimately, make sure that anyone visiting your website can view it no matter what browser or application they are using. Accessibility is a key element to your website’s growth. Visitors should be able to view your website on a mobile device, a tablet, and a computer. Your website will get more views by allowing everyone to view your site no matter what kind of system they use.

Web Design Must Haves for Leads: Content is King

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With the rise of inbound marketing…

With the rise of inbound marketing, content has become one of the most important aspects of any website. Content is what visitors and search engines are looking for. It also helps drive visitors to your site and turns prospects into leads.

Give your visitors clear messages. You want your visitors to know what you do within seconds, understand the page they’re on and what it’s about, what to do next, and why they should buy/subscribe/download from this site instead of someone else.

There are a few helpful tips to direct you in delivering the right message

  1. Create a few headlines and sub-headline ideas for your most important pages. This helps you portray to your buyer why they should buy from you.
  2. Include clear call-to-actions. Include links in your body copy, next step links at the end of the copy, and calls-to-action wherever appropriate.
  3. Test your copy. For the most accurate indication of winning a headline, use A/B testing to determine which variation drive the most conversions. You can use tools like HubSpot’s A/B Testing Tools, Google’s Website Optimizer, or services like 5 Second Test.

Educate your viewers about your offers.

Offer them more than product content. Provide eBooks, whitepapers, videos, and other forms of content that is educational. This will help your viewers feel as if they are receiving valuable information along the way and not just a sales pitch.

Offer your viewers quality content.

Create fresh content for your homepage that people can value. Know who your audience is when providing content. Create content that is relevant to your buyers and know your subject well. It is important to have accurate content when you write for your audience.

Keep your content clear.

Avoid using jargon terms and phrases; your audience will render them meaningless. In this day in age, consumers want the truth. They do not want advertising trickery, marketing cliques, and surreptitious methods of persuasion. Focus your content on being clear, not clever, and you will find that more people will trust you.

Blogging

Blogging is one of the most important assets to any inbound marketing strategy and it’s a perfect complement to your website. Blogging creates fresh content for SEO, it helps establish you as an industry authority and thought leader, it helps drive more traffic and leads back to your website, and it’s a great channel to converse and engage with your audience and customers. Blogging will also help make your content shareable and social.

 

Testimonials

Lastly, provide customer testimonials and reviews to prove to potential customers that you’ve successfully helped existing customers. Leverage other online sites to provide reviews such as Yelp to collect testimonials.

How to Build a Strong Wellness Marketing Strategy

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The number of internet users in the United States is growing daily. More than 88% of the U.S. population are internet users; approximately a 45% increase since the year 2000. Google reportedly processes 1.3 billion searches monthly. “…more Google searches take place on mobile devices than on computers…including the U.S (Google)”

Most people report that the information, blogs, and medical information centric sites they visit are inaccurate or unsatisfactory.

An accurate healthcare resource that people can trust is vital for internet users. We have a 5 step process and strategy points to help put into practice when creating a digital content strategy for your practice.

Following the below 5 steps can greatly increase your effectiveness of your healthhcare marketing strategy.

 

Step 1:  Set your content goals and what you want to accomplish

Step 2: Establish tools and process

Step 3:  Liven up Your Content – What is best to write about and share?

Step 4: Distribute your Content – Placing your content where it deserves to be.

Step 5: Measure Results – Examine the process and begin again

With a combined experience of over 30 years in marketing and design, the team of creatives and marketers at Curiosity can take any of your business goals and put them into a plan that will strive for a positive solution. Since opening our doors we have gained experience to confidently understand
client objectives and easily establish strong client relationships in order to generate and deliver inspiring digital marketing and content strategy solutions. With every project our team strives to push the envelope and use the latest tech and solutions we have available to us.

Time For A Check-Up: 5 Elements All Sites Need

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A business website is often overlooked or forgotten about. Most businesses forget to update them and the website is put on the back burner. It’s very important that your website be updated regularly and reflect your business’s current state and brand image. Here are 5 Elements your site needs – and if it doesn’t meet these 5 elements  it may be time to renew your website and bring it up-to-speed.

  1. Strong Brand– Having a consistent brand can set you apart from your competitors. Sending the same message to your clients will increase memorability and make sure your company is always your company. Your website is like an extension of your business. Think of it as your virtual office. When a visitor ‘stops by’ will they know they are at your business or does your website look like an outdated version of your business? Look at your site and make sure your colors, fonts, and imagery match the message you want to send.
  2. Content– Like we said above, this is your virtual office. Is your potential customer going to find the information they need while visiting your site? Furthermore, is the content relevant? The customer is looking for information and the information needs to answer the question “How does this apply to me?” Having the content up front is great but having them move deeper into your site is better. Strike a balance that gives them enough information but keeps them moving.
  3. Navigation– Your site’s navigation (also known as a nav bar) is usually at the top of your site. This is how your customers will navigate through your site and it should be simple and easy to use. It’s tempting to place all your pages in the top level of the navigation bar but this causes issues of a content overload and mobile responsive nightmares. It’s a good idea to group like-topic pages in drop downs to help the user identify where they want to go and then dive deeper.
  4. Call to Action– Call to Actions (also known as CTAs) are the buttons or links that grab attention and moves the customer deeper into the site. An example of this would be the button under the home page’s About section urging the customer to “Learn More.” Not having these in crucial locations can leave the customer stranded and ditch your site. Remember – it’s all about keeping them moving.
  5. Mobile Responsive– Not having a mobile responsive site is a website-killer. This is important because 55% of web traffic is from mobile devices and tablets.  Google now ranks websites based on whether they are mobile responsive or not [LINK TO MOBILE FIRST POST].

So, how does your website stack up against the 5 elements needed? Does your website need improvement? Acting now instead of waiting can help boost your site visits and increase customer conversions. This might be a big undertaking for most businesses but we are here to help. We are one of the area’s leading marketing and digital design firms and are experts on these subjects. Contact us today to see how we can help grow your website into the powerful resource is should be for your business.

Curiosity Becomes a Silver HubSpot Certified Agency Partner

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We are happy to announce that we are now a Silver Level HubSpot Certified Agency Partner. HubSpot, the world’s leading inbound marketing and sales platform, works hand-in-hand with Agency Partners to grow their clients’ businesses through inbound software, services, automation, and support.

Our Channel Rep was nice enough to give us a testimonial as well. Oscar Zamorano said, “We have been thrilled to work with Curiosity as a HubSpot Partner. Their savvy, sophisticated, and innovative approach to inbound makes them a company that businesses everywhere can learn from. Watching them transform their agency and their clients with inbound has been a rewarding experience!”

Over the past 2 years, we have grown businesses by incorporating inbound strategies to attract, engage, and delight customers. Our mission is to continue helping companies and people harness technology for effective marketing, to collaborate and ask insightful questions, to create excellent stories that connect brands with the world, and to improve ourselves and our clients through continual learning, exploration, and teaching.

If you would like to learn more about Inbound Marketing and the approach we use. Schedule a free consultation. We would love to explain the process that works for us and our clients.

What’s the Deal with Buyer Personas?

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With every new campaign we start, we always start with buyer personas. But what is a buyer persona?!

Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers.  Personas help us and our clients fully understand why we go through the efforts we do. In marketing, sales, product and services, understanding your ideal customer and being relatable to them is very important in optimizing your marketing efforts. Having this deep understanding of your persona(s) is critical to steer your content creation, product messaging, sales process and really anything that helps support your product and how it relates to your customer.

At this point you are thinking, “Ok this sounds great, but how do we come up with these fictional customers?”

Every new client asks this. But don’t worry, it is quite simple actually.  You just need to ask the right questions to the right people and present that information in a helpful way so the people in your business can get to know your persona(s) better than the backs of their hands.

The strongest personas are produced by market research and interviewing / surveying your existing client base. We always recommend businesses form at least 2 personas when we start a campaign, however some of our clients end up with 10 or 15 by the time they get used to the process. But like anything, start small. Trying to nail down 15 personas before starting a campaign only delays the efforts. You can always add, modify or expand personas as needed.

Should we build a “negative” persona?

In the beginning, no. Remember, start small. Build your two positive personas and over time add in a negative one. The negative persona should be your non-ideal client. I know… I know…. We want every client we can get right?  Answer is no. As your business grows, avoiding these negative personas will help your business grow by turning their business away.

But, keep in mind a negative persona is not always a grumpy high maintenance account.  These can be companies that do not see you as a partner or are just not a good fit for your business style.  Don’t feel like you only have poor client types in this bucket.

So how do we start the process?

As mentioned, buyer personas can be created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects and those outside your contacts database who might align with your target audience.

 

Here are some practical methods for gathering the information you need to develop personas:

  • Look through your existing client database to uncover trends about certain markets or verticals that fit who you have been targeting.
  • When creating forms to use on your website, use form fields that capture important persona information. For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms.
  • Take into consideration your sales team’s feedback on the leads they’re interacting with most. What generalizations can they make about the different types of customers you serve best?
  • Interview customers and prospects, either in person or over the phone, to discover what they like about your product or service. This my friends is the most important step. We cannot stress this enough.

You’ve done the research, now what?

Once you have gone through the research, interviews and analysis, you should have some good “meat” to work with. Looking over this data, start to recognize trends.  Do you see consistent business sizes? Certain types of businesses? These are the trends we want to leverage in our fictional clients.

Using the worksheet,  begin to take this data and fill in each of the areas of the Persona Worksheet. Fill in the: Who? What? Why? How? sections as you see fit based off the data you collected. Keep in mind there is no wrong answer. These are best guesses off the data you collected.

Once you have all areas filled in, pass this worksheet around to team members, upper level management and your sales team. Get their feedback and see if it aligns with the views they see as well.

Finally the fun part. Give your persona a fun name. You have done the work and you should feel like you know this person like a brother or sister.  So give them a nickname like “Finance Timmy” or “ Doctor Sherry”.  This will help segment the leads as you start to see them come in and will give your team something to track against.

In closing, the persona process, although it can be daunting and time consuming, is one of the vital parts of optimizing your campaigns. Putting the time in at the start of the process is well worth the amount of time it will save in the long run.  Be sure to grab a copy of the worksheet and give it a try.