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SEO BEST PRACTICES: T IPS & ADVICE FOR ONLINE MARKET ING.
EWQA15
© COPYRIGHT 2003-2015. GOOD GROUP, LLC
“WE REALLY DON’T NEED ADVERTISING”…
“I read a marketing book last year AND I took a two-
day seminar…
I KNOW MARKETING.”
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OH, LOOK, THEY’VE DECIDED TO ADVERTISE!
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‘THE GOOD OLD DAYS’: “SHOTGUN APPROACH”
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‘NEW ORDER’: “TARGETING & RELATIONSHIPS”
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SEO BEST PRACTICES
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DEFINITION
A best practice is a technique or methodology that, through experience and research, has been proven to reliably lead to a desired result.
SEO BEST PRACTICES
SEO helps your target audience find you – your company, product, service
SEO gets you to the top of the search results page Google places Advertising Articles/Blogs Social media/events
Research & identify keywords that your prospects search for to find your product/service/company Use keywords in product titles and descriptions Use keywords in photo tags and blogs Publish continuous content optimized for identified keywords
MYTHS AND TIPS on hiring a SEO company
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PROBLEM: Unclear, “unfiltered” message.
SEO BEST PRACTICES
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WATER QUALITY & SEO
WATER QUALITY & SEOFOUNDATION of EFFICIENCY:Must use the right equipment to do the job properly.
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SEO BEST PRACTICES
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SOLUTION: Clear, satisfying results.
SEO BEST PRACTICES
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WATER QUALITY & SEO
SEO BEST PRACTICES – STATISTICS
The average impression lasts ONLY 8 seconds ‘One and Done’ might as well be NONE! RELEVANCE mixed with FREQUENCY is the most effective blend. UPDATES must be CONSISTENT. Don’t forget: Seasonality Target Audience Promotions
81% of shoppers conduct online research before buying 60% begin by using search engines. 61% read reviews before making purchase.
(SOURCE: SocialTimes, Nov2014)
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SEO vs. SEMSEO – Search Engine Optimization
Organic (FREE) – getting to the top of list when user searches by keywords related to your business product or service
Search engines are your best friend:
Bing
Yahoo
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SEO BEST PRACTICES – KEY TERMS & DEFINITIONS
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SEM – Search Engine Marketing
• PAID (ppc campaigns, banner/tile advertisements, remarketing, geofencing, social advertising)
• Bidding process to win top spots in search engine ranking list
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SEO: Organic results
SEM: Paidresults
SEO BEST PRACTICES – KEY TERMS & DEFINITIONS
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SEO vs. SEM
Relevancy – being connected with the matter at hand.
Content is KING!!!
Website content – don’t get too technical; know your audience “Laymen's Terms”
Creative use of content – saturate the online market, i.e.. social sites, blog, news (white pages)
Keywords
Research – competitor’s websites, google your product/service, ask customers (survey)
Continue keyword consistency across other resources, i.e.. YouTube, Google+
Google analytics – research how your website is found
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SEO BEST PRACTICES – KEY TERMS & DEFINITIONS
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RELEVANCY
Authoritative – measured by the number and quality of other pages that link to your site.
Links
Industry related sites
Directories and SEM (paid online advertising), i.e.. yp.com, patch, yelp
Social support – get and keep conversation going, i.e.. twitter, Facebook, houzz, Pinterest
Quality vs. Quantity
Search engine spiders look for content and keywords that are relevant to search
Watch keyword stuffing!
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SEO BEST PRACTICES – KEY TERMS & DEFINITIONS
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AUTHORITATIVE
SEO MATH – ALGORITHMS ARE EVER CHANGING
Relevant Content
+
Quality Links
SEO SUCCESS!EWQA 2015
SEO BEST PRACTICES – KEY TERMS & DEFINITIONS
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DEVELOPING A STRONG FOUNDATIONContent and Keywords = Value
Good Content
Message must be clear; value easy for reader to recognize
Made up of keywords your Target Audience uses when searching for your product/service
Consider embedding video and RSS feeds (from credible sources)
FRESH content – must update regularly, i.e.. seasonality, industry updates, sales, new photos of products or projects
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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Content and Keywords = Value
Platform – CMS (content management system) vs. WordPress
Title tags – 4-8 word billboard for main message of page
Optimize NON-TEXT Content, i.e.. pictures - include photo tags
Infrastructure = Performance – how fast and does it work properly
• Hyperlinks = longer time on site, increased rankings
• Main information not too deep
• Watch for broken links
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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DEVELOPING A STRONG FOUNDATION
Content and Keywords = Value
Good Content
Request, Monitor, Learn From REVIEWS!!
Google Places, Directory Sites, Yelp, Angie’s List/HomeAdvisor
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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DEVELOPING A STRONG FOUNDATION
BUILDING “CREDIBLE” LINKSNOT Sites You Link To but Who Link To YOU!
Inbound links from credible sites
Consider embedding video and RSS feeds
Find and develop relationships with online “Influencers” in a specific topic area, i.e.. Klout, Kred or PeerIndex
• Popular tools for tracking online influence. Monitors activities and content across various social media. Find the influence and reach of everyone in your network who interacts with and shares your content.
Local… Relevant…
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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NOT Sites You Link To but Who Link To YOU!
Inbound links from credible sites(Social – link to relevant landing pages)
Use #s
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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BUILDING “CREDIBLE” LINKS
SEO BEST PRACTICES – SEARCH ENGINE RANKING
MARKETING IS EVERYWHERE AND IT IS MORE DIRECT THAN EVER! CONSISTENCY & FREQUENCY is CRITICAL to STAYING IN FOREFRONT!
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EVERYONE wants to compete for our attention AND our $$$:
On-line Email Direct Mail Print Advertising Billboards Television Event Sponsorships
© COPYRIGHT 2003-2015. GOOD GROUP, LLC22
CONSISTENCY AND FREQUENCYSCHEDULE SEO Updates into Your Calendar
• Consider your target audience and how “often” they want to hear from you
Read & respond to reviews: 5-15 minutes/day *do it when you check emails
Update Facebook: 30 minutes 1-2 times/week
Update Website: at least 1 time/month
For example:
• New product (pictures, video)
• Sales
• Projects
• Industry knowledge
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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SCHEDULE SEO Updates into Your Calendar
Utilize online social media management systems:
HootSuite
Buffer
CrowdBooster
Sprout Social
Social Flow
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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CONSISTENCY AND FREQUENCY
SEO BEST PRACTICES – SEARCH ENGINE RANKING
WEB DEVELOPMENT: More than an Online Brochure WordPress or Content Management (CMS)?
• Both Mostly ‘Open Source’• Both Easily Updated• Business goals: 1 year, 5 years, 10 years• Expense• Management• Style
Consider Hiring an Expert Regular maintenance/updates SEO/SEM campaigns
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Content and Keywords = Value
Website Architecture
Mobile friendly
Easily navigated
Safe
Attractive
Bounce rate
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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DEVELOPING A STRONG FOUNDATION
Remember, mobile isnot just phones!
Website development has changed AGAIN because of mobile:
• Responsive
• Adaptive
For Home Improvement & Garden Retail,Mobile Dominates:(SOURCE: comScore MarketReview, Feb2014)
HIRE A PROFESSIONAL!
DON’T FORGET MOBILE DEVICES
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SEO BEST PRACTICES – SEARCH ENGINE RANKING
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MARKETING IS A SCIENCE
DO YOUR HOMEWORK!
SEO BEST PRACTICES
GOOGLE ANALYTICSWhat does it teach us?
Traffic
Search, Referral, Direct
Visits: Unique, New, Returning
Behavior: Pageviews, Average time on site, bounce rate
Pages
Keywords
SEM
SEO BEST PRACTICES: FREE INSIGHT
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SEO BEST PRACTICES: FREE INSIGHT
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GOOGLE ANALYTICSWhat does it teach us?
Traffic
Search, Referral, Direct
Visits: Unique, New, Returning
Behavior: Pageviews, Average time on site, bounce rate
Pages
Keywords
SEM
Relevancy
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SEO BEST PRACTICES: FREE INSIGHT
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Relevancy
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SEO BEST PRACTICES: FREE INSIGHT
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Relevancy
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SEO BEST PRACTICES: FREE INSIGHT
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Update website 1/month Add images, photos (tags) Keep content relevant Remember “TIMING”
What do search engines read? Right click—view source meta title, description, keywords Relevancy and unique to page
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
REQUEST REVIEWS!Social Media:
Reviews: timeliness & consistency
Ask for Referrals and do the leg work to make it easy for your customer!
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
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Social Media:
Reviews: timeliness & consistency
Ask for Referrals and do the leg work to make it easy for your customer!
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
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REQUEST REVIEWS!
Social Media:
Reviews: timeliness & consistency
Ask for Referrals and do the leg work to make it easy for your customer!
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
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REQUEST REVIEWS!
NEGATIVE REVIEWS: Crisis Management Plan:
timeliness & consistency! Attack it within 48 hours Make lemonade out of lemons!
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
LEAVE (REALLY) OLD ONES ALONE.DON’T OPEN PANDORA’S VIRTUAL BOX!
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REQUEST REVIEWS!
DON’T FORGET OTHER REVIEW POSTS: Social Media Google, Yahoo, Merchant Circle, BBB, Facebook,
Blogger, Twitter, LinkedIn
Online Marketing Listings Supermedia/DEX, HIBU, yp.com
Service/Trade Lead Generators: Angie’s List, Home Advisor (Old Service Magic)
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
CLAIM YOUR LISTINGS!FREE OPTIMIZATION - What are the benefits?
Google Places, Yahoo Local, Bing
Manage this page:
Insert services
Contact information
Pictures, video
Service area
Events
Blog Posts, Newsletters
Reviews
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SEO BEST PRACTICES – EASY DO-IT-YOURSELF TRICKS
© COPYRIGHT 2003-2015. GOOD GROUP, LLC40EWQA 2015 2015
SEO BEST PRACTICES – ONLINE MARKETING(AKA SEM)
PAY-PER-CLICK Search Engine Marketing - Is it worth the investment? Ads/Campaigns - Seasonal: Message short & sweet Use co-op when available
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SEO BEST PRACTICES – ONLINE MARKETING(AKA SEM)
PAY-PER-CLICK Search Engine Marketing - Is it worth the investment? Budget: $500/mo / 30 days = $16.66/day If average click is $1.50-$3.00/click = 5.5-11 clicks/day* *pending inventory, competition (bidding process)
*pending relevancy and credibility of website
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SEO BEST PRACTICES – ONLINE MARKETING(AKA SEM)
PAY-PER-CLICK Search Engine Marketing - Is it worth the investment? Keywords: Algorithm changes rapidly Destination URLs = relevant search! NEGATIVE KEYWORDS
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SEO BEST PRACTICES – ONLINE MARKETING(AKA SEM)‘DIRECT’ MARKETING THAT STALKS US!
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REMARKETING ADS: can follow our page views and interests based on where we’ve previously visited AND what we looked at…
‘Remarketing’ is Also a GREAT use for Co-op dollars!
© COPYRIGHT 2003-2015. GOOD GROUP, LLC44
Set clear goals
Get multiple bids
Listen to stories
(SOURCE: Forbes, Sept2013)
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TIPS:
SEO BEST PRACTICES – CHOOSING BEST SEOPARTNERMYTHS
SEO company has nice website
Rank #1 for searches related to SEO in my geographic area
Have hundreds of employees and making millions
GO BACK TO THE BASICS – WHO IS YOUR TARGET AUDIENCE?
Relationships & Results• Repeat Business• Referral Business (WOM)• Positive Reviews
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SEO BEST PRACTICES – YOUR BUSINESS MODEL
VALUE• To Your
Target Audience
USP• Versus Your
Competition
MESSAGE • Brief & to the Point
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YOUR
COMPETITION Out of Town Competition
‘Fly by Night’ Competitors
Bait-and-Switchers’
‘DIY’ers
YOU
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You are also surrounded with ONLINE COMPETITION.
SEO BEST PRACTICES – YOUR BUSINESS MODEL
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Your message needs to feature what makes YOU different, otherwise…
YOUR CUSTOMER WILL SEEK (AND FIND) IT ELSEWHERE!
SEO BEST PRACTICES – YOUR BUSINESS MODEL
Tell your prospects and customers what you do and give them a reason to CHOOSE YOU!
You might find that PRICE is a SECONDARY consideration.
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“WE SERVICE ALL EQUIPMENT EVEN IF WE DIDN’T INSTALL IT”
“WE DON’T SUBCONTRACT”
SEO BEST PRACTICES – YOUR BUSINESS MODEL
Your offer can be your longevity and reputation, but EVERYONE needs to offer a special now and then…
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REMEMBER: Loss Leader vs. Return on Investment (ROI) – What is the cost to acquire a new or return customer?
SEO BEST PRACTICES – YOUR BUSINESS MODEL
SEASONALITY
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Reflect HOW you market your product…
WHAT product you market…
And WHO would be interested…
Based on what’s going on WHEN.
SEO BEST PRACTICES – TIMING
MESSAGING Tax Credits or Tax Refunds
In the News (Local and National)
Seasonal (Holidays and Weather)
Financial data
Identify and market DIRECTLY using these timely messages.
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SEO BEST PRACTICES – TIMING
USE CURRENT EVENTS
I’M LOOKING FOR A “NEW STOOL.”
Cutting Edge… Comfortable…
Attractive…
BUT…
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SEO BEST PRACTICES – BUDGETING FOR MARKETING
I WANT TO SAVE SOME MONEY.
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SEO BEST PRACTICES – BUDGETING FOR MARKETING
“Go ahead and remove part of that leg before I purchase the stool and give me the discount.
I THINK I can make it work without that leg.…”
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SEO BEST PRACTICES – BUDGETING FOR MARKETING
SAVINGS?
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SEO BEST PRACTICES – BUDGETING FOR MARKETING
NOT Saving.NOT a Good Idea.
SAVINGS?
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SEO BEST PRACTICES – BUDGETING FOR MARKETING
If You sit or stand on this stool, You are most likely going to
fall over.YOUR MARKETING PLAN
IS NO DIFFERENT.
BUDGETING FOR MARKETING
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Then Invest in Marketing Around that $$$$$
Set a budget:
3% - 9% Reinvest Track Results & ROI Quarterly Monitoring Don’t forget PR & community support
REMEMBER, YOUR TIME IS MONEY – HIRE A PROFESSIONAL!
GO BACK TO THE BASICS – WHAT IS 1 CUSTOMER WORTH?
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BEST PRACTICES – BUDGETING FOR MARKETING
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SEO BEST PRACTICES – LEAD GENERATORS
Angie’s List; PAID Membership (Consumer) Charges contractor if job accepted Over 500 business categories More comprehensive customer
review component than SM Consumer reaches out to company
Additional Advertising Products: Store Front Big Deal Magazine
MANY CONSUMERS USE BOTH!
HomeAdvisor (Old ServiceMagic); FREE Membership (Consumer) Charges contractors for referrals SM does work for consumer, providing up to 4 prequalified, prescreened leads Negative to consumer –bombarded by calls Review component but not as comprehensive as AL
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Press: online and offline (i.e.. press releases, social media)
Local business associations/chambers/networking
Parallel trades/industries
Partner with emergency responders, medical, schools
Parallel businesses/non-profits
Set a sponsorship budget (time & money) and don’t go over!
SEO BEST PRACTICES – PUBLIC RELATIONS
BEST PRACTICES –YOUR EXPERIENCES, YOUR QUESTIONS
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Q&A
WANT ‘GREAT’ MARKETING…GET ‘GOOD’ ADVICE
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SO MANY OPTIONS… SO LITTLE TIME… HIRE AN EXPERT!
WHAT MAKES THE GOOD MARKETING GROUP “GOOD”?
The Good Marketing Group is EWQA affiliate and member benefit:
What is Contact 1:1™? Customized to water treatment industry – Personalized to YOUR company Discounts for EWQA members Programs and Toolkits: proven success, turn-key Dedicated experienced marketing professional assigned to YOUR company GOOD Advice… GREAT Marketing… While You Run the Rest of Your Business!
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WHAT MAKES THE GOOD MARKETING GROUP “GOOD”?
The Good Marketing Group is a full-service marketing services PARTNER Who? Advertising & marketing partners What? One stop shop – strategy, design, execution When? Good marketing advice – consistently with an eye on set goals Where? Virtual Why? Because you specialize in your business and we specialize in marketing
Our Mission: To be the preferred marketing services company that provides superior resources
(attention, thinking, solutions, execution) to clients that are trying to advance their business.
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MEET OUR “GOOD” PARTNERS…
Shannon Good
Shannon takes pride in her years of marketing experience and willingness to continue to stay current and forward-thinking in the ever changing marketing and advertising world.
Her background includes client services and account management for major international advertising agencies, J. Walter Thompson and TMP Worldwide. Her experience in the large agency world focused on campaign and marketing management for companies such as Monster.com and First Union National Bank (Now Wells Fargo).
Shannon founded The Good Marketing Group in 2003, which has given her the opportunity to develop customized marketing strategies for all sizes and types of businesses. Specializing in campaign management, graphic design, media planning, on-line marketing and SEO/SEM, Shannon looks at the unique goals of her clients and creatively 'integrates' various media to accomplish those goals, on any marketing budget!
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MEET OUR “GOOD” PARTNERS…
Brad Good
Brad has an extensive background in direct marketing working for internationally recognized companies such as Tribune Media, (parent company of the Chicago Tribune, Los Angeles Times and WGN), Hearst Communications, First Union National Bank (Now Wells Fargo) and Advanta Corp.
While at Hearst Magazines, Brad worked on customer subscription and acquisitions for Good Housekeeping Magazine, Popular Mechanics, Town & Country Magazine and Esquire. At First Union National Bank, he was responsible for managing direct marketing fulfillment operations for the Capital Management Group and Evergreen Funds. Brad also served as Direct Marketing Manager/Manager of New Business Acquisitions with Advanta Corp, a business finance company and national bank.
Before taking on day-to-day operations at the Good Marketing Group, Brad served as General Manager of the northeast branch of Tribune Direct, a national direct marketing company, overseeing sales, marketing and operations.
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www.GoodMarketingGroup.cominfo@goodmarketinggroup.com(484) 902-8914580 WEST MAIN STREET, SUITE 3 ∎ TRAPPE, PA 19426
© COPYRIGHT 2003-2015. GOOD GROUP, LLC
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