Cole-Dalton Marketing Services Blog

In today's digital age, social media has become an essential tool for small businesses aiming to reach their audience, build brand awareness, and drive growth.

In today's increasingly digital world, organizations and government agencies must prioritize website accessibility; under the Americans with Disabilities Act (ADA), websites must be accessible, ensuring that people with disabilities have equal access to information and services online.

Many people refer to the 1960s as the "golden age of advertising," with its unforgettable print media, television, and radio advertisements. The world was fascinated with how many channels advertising could take on. Little did we know what our current era would bring — while print media, television, and radio ads still exist, thousands of digital channels have generated entirely new advertising platforms. Small business owners know they need their ads to stand out from competitors and attract customers, but this is easier said than done. With so many options for online advertisements and limited budgets, what's a small business owner to do? Let's examine the fundamental principles of online advertising and give small business owners a place to start. Researching Online Ad Campaigns The first place to start when planning for a new ad campaign is with research. The good news is that source material for your research is everywhere. Online advertisements, past and present, are often easy to find with a simple Google search. Small business owners should identify local and regional competitors and investigate their advertising strategy. You should ask several questions about your business when creating an online ad. What type of business are you (B2B or B2C)? What do you want to accomplish with your ad (not simply "increase sales")? What is your budget for the campaign? Do you have specific keywords you want to concentrate on? What platform do your best customers tend to interact with? These are just a couple of considerations when creating an online ad. As with the ideal client exercise, the more detail and clarity you can gain about your goals, the more likely your ad will succeed. After researching and brainstorming, it's time to put together your campaign. Each platform has different types and layouts of advertising, and can help lead you through the process to get your ad live. If you have a marketing or advertising entity, you can work with them. It may be worth consulting with an outside professional team if you don't have a designated person.

Over the past few years, small business owners around the country have received letters of demand regarding concerns that their websites are not compliant with CIPA. But what is CIPA, and how can you comply with it?

In today's digital landscape, small businesses can use various online marketing strategies to boost visibility, attract customers, and foster growth.

If you're a small business owner who knows they need to take charge of their online presence, figuring out where to start can be daunting. You need a website revamp; your business needs to rank better on Google; your younger interns suggest you start posting on TikTok. It's enough to make anyone's head spin – but before you begin spiraling, consider breaking down these tasks. Let's tackle eight online presence updates every small business can take to improve its operations online. Clean Up Google Business Profile & Other Business Listings While SEO and rankings have evolved drastically over the last few years, the foundations of how customers find your business through a search engine are still vital. Google Business Profiles are straightforward, so long as they are set up well in the first place. A common issue for small businesses is changing addresses and having multiple listings. It's essential to clear these up and give your customers the correct information. For most users, your Google Business Profile is the first impression of your organization; you want to ensure it's in line with your branding and messaging. Ensure Consistent Contact Information (NAP) Have you ever looked up a business online only to see that it has different phone numbers on its website and social media? Or are the hours of operation different on its Google listing than on its website? These minor inconsistencies can cause prospective customers to become frustrated and choose a competitor. Small business owners can audit all of their contact information and hours of operation at each place they are online. Start with your website, Google, and social media, and then start researching where else your information may be listed. Online directories, other search engines, and review sites also hold this information. If you're wondering what to concentrate on, just think NAP: Name, address, and phone number. Update Online Images Many humans are visual people. When customers search for your business online or visit the website, they will likely respond better to updated, high-quality pictures rather than outdated ones. Updated photos are essential for a Google Business Profile so that customers can see what the outside of the building looks like and know where it is. If your company doesn't have a photographer on your team, consider working with a professional. While many of the updates in this blog will be low-cost or even free, this is one update that is worth the investment. Additionally, while using stock images may seem more effortless in the moment, it is best to use them sparingly; search engines and potential customers alike will begin to take notice.

The St. Louis Circuit Attorney's Office debuted its new website at the beginning of May. Our Cole-Dalton Marketing Services (CDMS) team had the opportunity to build and design the new site. This project involved meticulous attention to detail and design with respect to user functioning and legal requirements, and we are excited about the finished product. From our work with small business owners, we know that any organization, no matter the size or which field it serves, benefits from a fast, secure, and information-driven website. Unfortunately, government agencies don't have updated websites. When citizens need assistance and direction to resources but get stuck on an outdated website, they can become discouraged and choose not to seek help. St. Louis Circuit Attorney Gabriel E. Gore and his office want St. Louisans to have proper access to resources; they also want to build trust with community members and pursue justice to achieve a higher level of public safety for St. Louis.

Recently, our team attended a fascinating workshop hosted by our client, The Alexander Group about the State of Cybersecurity in 2024. The workshop's featured speaker was Fred Moore, President of Moore Computing LLC, Read on to learn some of Fred's key points and his recommendations for the critical actions small business owners can take to safeguard their businesses, employees, assets, and their reputation. What comes to mind when you think of a hacker or a digital scammer? A lone, 40-year-old man typing away at a computer monitor hunkered down in his mother's basement? An older adult who thinks she's on the phone with her granddaughter? Certainly not you? If that's your belief, it's time for a reality check. Cybercrime has increased by over 250% over the last two years, and the global cost of cybercrime is estimated to have exceeded 6 trillion dollars in 2023. The criminals behind these numbers are running highly efficient and effective operations – and many cybercrime organizations have hundreds of members/employees. The cybercrime industry intersects with international law, global politics, high-level business interests, fast-paced technological advancements, and human trafficking. While this information can be daunting, and the large-scale implications seem intangible, small business owners can't let overwhelming feelings prevent them from taking action. While many cybercrime organizations target large corporations, small businesses continue to be the most frequent victims of digital scams. Types of Cyber Crime in 2024 Phishing Scams Phishing remains one of the most common scams affecting business owners and employees. The idea behind phishing is simple: a bad actor sends a message pretending to be someone else and prompting the recipient to reveal private information. Phishing scams are constantly evolving, with scammers designing email messages that resemble a standard email from a company, a client, or even the recipient's boss. Fred asserts that vigilance with links is vital. Be wary of any links sent in emails, especially those that ask you to share certain information. Verify the link before clicking on it. Take caution if you notice glaring spelling errors, conspicuous vocabulary, or something that needs to look right in the email's footer. It takes time to recognize these emails, and training can help. Ransomware Ransomware is one of the most detrimental cybercrimes. When cybercriminals target individuals or businesses with ransomware, a virus infects the computer system, encrypts data, and blocks the victim from accessing their information until they pay a ransom. The ramifications of a ransomware attack can be disastrous. Even if an attacked company can work with their legal team to pay the ransom or regain their data, the average downtime from a ransomware event is 21 days . When MGM Grand suffered a severe ransomware attack in 2023, getting their casinos and properties up and running took days since everything was tied to the computer system. Businesses may incur costs from the ransomware attack itself, along with costs from loss of business and reputation. Business Email Compromise Business email compromise scams are another common issue. These scams take phishing one step further, with cyber criminals hijacking email accounts. Once the bad actor can access the victim's account, they often orchestrate unauthorized fund transfers or manipulate account details. Like phishing, vigilant training and awareness are critical to lessen the chance of these attacks. Always be alert, never cut corners, and always follow company protocols to minimize risk.