Posts

As digital marketers, we’re always analyzing the metrics associated with our customers’ Google Ads campaigns. We recently tested a new approach to one of our customers’ digital advertising initiatives and achieved strong results. It’s a good case study on the importance of observing, analyzing, and using data to drive marketing decisions—the hallmark of Dashboard Interactive Marketing’s services. 

A Case Study: Focusing on Campaign Goals

We’re going to keep the client information anonymous, but the facts of this case study remain the same. 

The client runs multiple travel and tourism websites, each focused on specialized tour packages. Each tour package focuses on a unique destination, such as touring historic sites in a specific country or city. 

The group travel sector has seen a volatile decline in international attendance, primarily driven by higher travel costs, stricter border policies, and lingering geopolitical tensions. While domestic group and corporate meetings reamin resilient, international inbound volume has notably softened. This led to a decline in website traffic and leads. They asked us to help improve website traffic, leads, and sales of tour packages. 

For a long time, the client’s ads focused on specific destinations. Keyword phrases such as “London historic tours” and “German wine-tasting tours” were thought to drive traffic to specific tour packages. The client ran multiple campaigns around their biggest tour destinations, focusing the digital advertising and search campaigns heavily on location-type tours. 

Enter The Shift to Brand Building

We’re constantly on the lookout for new tools and platforms that will drive more efficient lead generation for our customers. As a result of our long-standing relationship with Google, we have access to new tools and data that can help drive leads and conversions.

Performance Max is an AI-enabled platform that automates much of the manual ad and keyword testing previously handled by humans. Instead of managing multiple keyword-based campaigns across different channels, Performance Max manages it all through a single outcome- or goal-based campaign.

We set up a goal-based campaign to test this fresh approach against the client’s longstanding, highly specific location-based approach. The data gathered from this test continually informed our approach, ensuring we focused on what was working to increase traffic and retiring techniques that didn’t support the campaign goals.

The Results: New Approach and Campaigns Outperforming Legacy Ads

We are data-based marketers, and the data showed us something extraordinary: branding campaigns, in this instance, far outperformed location-based campaigns!

Taking a branding-first approach and leveraging AI-enabled tools such as Performance Max, we discovered that campaigns focused on their brand outperformed highly specific location-based ad campaigns, and this was a brand that had been around for a significant amount of time. 

This was an important discovery, as it’s changing how the client thinks about their digital advertising and, indeed, how they understand the way in which customers search for and find them online. 

They had assumed that customers searched for tours and travel arrangements for very specific destinations, and some still do. We’ve found that more search on broad categories—”river cruise companies” or “wine-tasting tours of Europe,” for example—rather than destinations or specific activities. 

We could track web searcher activitiy on the client’s site after they clicked through the ads and discovered that the general ads drove more traffic and generated more traffic and conversations. Once people visited the site, they stayed longer, explored the company’s many unique tour offerings, and returned. 

Data-Driven Marketing Improves Sales

The data supported a major change in how the comapny markets its services via Google. Now, instead of focusing primarily on very specific offerings, they’re working on building a digital brand for broader search terms. The Performance Max and Search campaign data support this approach, and the data-driven marketing success is like compound interest, building more and more search traffic and improving leads and sales. 

It’s a great example of how a data-driven approach to advertising can radically improve clicks, leads, and sales. 

Digital Ad Campaign Setup, Support, and Management

Dashboard Interactive Marketing drives leads and sales to businesses through focused digital marketing. This includes digital ad campaign setup, support, and management. Please call us at 763-242-2454 for more information. 

Two Dashboard team members recently attended a webinar hosted by Search Engine Journal. One of the presenters described ChatGPT as “Google in a raincoat,” and it’s been the phrase of the day around here. 

Why? Because it does describe ChatGPT to a T. ChatGPT is Google search, hidden in what appears to be a conversational, ‘answer this for me’ platform. 

And Google has recently introduced “AI Mode” search powered by its Gemini AI model. It’s a conversation-based search model that enables you to deeply explore a topic. You can switch to traditional search or explore links to the source information, which are displayed in the right-hand margin of a desktop browser. 

With all of these new tools and platforms emerging as potential competition for search engine traffic, should businesses give up their traditional SEO marketing tactics? What about AEO, AI engine optimization? Should your business now include AEO as part of its marketing strategy? 

The Dashboard Team continues to monitor this new and emerging field. Here’s what we currently recommend to clients. Now, please be aware that these recommendations may change—as we said, this is a new and rapidly developing field. Given the current marketing environment and tools available, this is what we believe is the smartest course of action. 

Focus on Evergreen SEO Best Practices

Google reiterated after its major core update in May 2026, that the basics of SEO have not changed. Businesses should consistently focus on: 

• Building, maintaining, and updating websites so that they meet Google’s technical requirements. This means sites should be easily read by search engines, render quickly (within seconds on mobile devices), and have a logical, clearly delineated pathway of links to the main pages and the most important content. 
• Writing high-quality content—blog posts, articles, web pages, and useful downloads—for customers first, search engines second. When you focus on your customers’ wants and needs, and write in a way that’s easily understandable to them, you’ll naturally write well for search engines, too. 
• Avoiding spammy actions and policy violations that can get you in trouble with Google. What NOT to do is a long list, but the ones that small business owners may inadvertently do include participating in paid link programs or link exchanges, publishing thin and low-quality content, or publishing keyword-stuffed articles to try to manipulate search engine visibility. All of these continue to be no-nos with Google and are considered bad SEO practices. 

AEO Is SEO with a Twist

AI engine optimization is very similar to search engine optimization, and in fact, the major search engines do not provide specific changes to make in your SEO to help your site become a citation or mention in AI-based responses. Instead, they recommend focusing on the evergreen SEO best practices mentioned above and adding a few simple steps. 

First, interact with communities outside of your website. This means participating in social media discussions on platforms your customers visit, such as LinkedIn or Facebook. 

If you can naturally (and not in a spammy way) engage in discussions on Reddit or Quora and mention your brand name, that’s valuable, too. Discussion groups continue to be a source that AI platforms cite, likely because they offer a large volume of natural, human-generated responses for AI tools to draw on. One important thing to note, however, is that Reddit requires a delicate touch. This is not the place to be spammy or self-promoting; Redditors (people who frequent Reddit) have a very low tolerance for self-promotion and will blast you publicly if you get too heavy-handed with brand mentions. Answering questions on both Reddit and Quora is generally a safe way to get your knowledge out there without others perceiving you as self-serving. 

Brand Discovery: Pinball Instead of a Funnel

Another point mentioned in the Search Engine Journal webinar and by a growing body of marketers online is how AI is reshaping brand discoverability. 

Marketers used to describe lead generation as a funnel: lots of customers go into the top of the funnel, and as time goes by, a few end up as leads or sales at the bottom of the funnel. 

However, the changing nature of search and the increasing use of AI platforms is making brand discoverability feel more like a pinball machine than a funnel. If you have ever played pinball, you know how the game goes: the ball shoots out from the bottom, hits the top, then bounces around wildly, hitting various objects and bumpers until it finally returns to the bottom. 

Customers are increasingly going to multiple places to discover brands. Instead of a straight line from their favorite search tool to click through to your website to explore products and services, they’re bouncing to social media, asking communities on Reddit or other forums, diving into their favorite AI tools, reading a bunch of comparison articles, listening to podcasts and videos, and then landing on a website. 

Multi-Channel Marketing

What does this mean for business owners? It means that it’s important now more than ever to build brand visibility in the age of SEO and AEO. Instead of focusing extensively on one lead development channel, companies must maintain active presences on multiple platforms to enhance discoverability. This includes continuing SEO and content marketing on their own websites, maintaining at least one active social media channel, running paid ads, and many other tactics, as suggested during a competitive, data analysis, and strategy-building session. 

It’s complicated. It’s changing. But with the right partner by your side and a focused approach, you can continue to gain leads and sales in this ever-evolving world of digital marketing. 

Contact Dashboard Interactive Marketing at 763-242-2454, and let’s evaluate what you need to generate more leads. 

The early 2000s were the time of social media firsts. Although rudimentary social media platforms existed in the 1990s, they lacked the interactive features that are characteristic of the platforms we know and love today. However, with the advent of LinkedIn (2003) and Facebook (2004), the modern era of selfies and lunch photos was born. And with it came a whole new marketing channel just waiting for businesses to explore. 

The major social media sites we know and use today have evolved over time, and businesses that had grown accustomed to using them as a means to drive traffic to their websites are noticing several big changes. Organic traffic has declined as the platforms work to keep users on-platform. The ability to reach those who follow your business is more difficult organically, as the algorithms have switched from a connection-based graph to an interest- and intent-based graph. Now, with the increase in bots and an explosion of AI content and privacy concerns, however, you may be wondering if—and why—social media still matters. 

As business owners and marketers, we wanted to take a moment to reflect on this important question and the role that social media continues to play in the modern marketing mix. 

Why Social Media Still Matters

Social media still matters because our customers still use it—and they spend a significant amount of time using it. The Pew Research Center found that 37% of adults included in their survey check Facebook several times a day, 33% look at YouTube several times a day, and 19% of adults log into TikTok a few times a day for their dopamine hit. It’s astonishing how videos have captured the attention of people, especially short-form videos. 

Many people turn to social media for entertainment—and that’s where videos reign. Short-form videos, longer videos, and all sorts of videos attract people of every age. Now, businesses must compete against AI-generated video and video created solely for entertainment and engagement. 

Given that so many people log into social media every day, it makes sense that businesses continue to show up there, too. Companies aren’t just expected to show up, however. For organic visibility to people who are interested in your industry, businesses must participate in the daily dialogue, respond to questions, share stories, and build relationships. Each platform attracts a unique, nuanced audience and offers different ways to share information. Businesses should view social media as another way to provide customer service, interact with customers, and increase brand visibility. 

Organic vs. Paid Social Media Marketing: What’s the Difference?

When marketers talk about social media, they often append the terms “paid” or “organic” to it. But what does each mean?

Paid social media sounds just like what it is—you “pay to play.” It takes the form of ads, paid placements, and payments to the social media platform to share your content or promote your page, brand, or products to a targeted audience. The platforms have gathered data on each person’s level of interest and shown it to them based on this information. 

Organic social media is home-grown social posts. It’s something that you create and share with your users or followers. It may take the form of social media posts, interactions, or comments. Organic posts enable you to share your own voice and engage with people on a genuine, one-to-one basis. 

Two significant evolutions of many major social platforms impacting the way businesses use social media are:

1. Efforts to keep each user on its platform and reduce the visibility of posts that include links going away from the platform, like a business website. 
2. The algorithm on some of the platforms has changed to be primarily interest-based, showing each user content they know the user has an interest in based on searches, clicks, engagement, time spent on a post, and includes that user’s activity off of the platform. Long ago, you could “follow” a business that you support and like and expect to see posts from that company. Not anymore. If the platform algorithm doesn’t have signals that you have a current interest or will interact on a regular basis with that business’s posts, you aren’t likely to see their content going forward. 

Because social media platforms are businesses like any other, they encourage businesses to pay for reach, frequency, and leads, whether through paid advertising, promoting a business page, or other advertising methods. 

The Pros and Cons of Paid versus Organic Social Media

As a business owner, you’re guarding every penny. You want to know that money invested in marketing pays back in leads. It’s tempting to view social media through this lens and only consider organic social marketing—after all, it’s free! But is it? Let’s take a look at the pros and cons of paid versus organic social media. 

Paid Social Media

Pros

• You can reach many, many more people through paid posts than organic posts, and you can measure it more accurately.
• Advertisements receive priority placement and promotion. 
• Ads can be targeted to specific demographics, making them even more cost-effective for reaching specific audiences by age, gender, geographic location, interests, and more. 
• Testing is possible, enabling you to improve ROI over time based on test results. 

Cons

• Ad costs can fluctuate greatly. Costs are calculated using an auction-based system. Predicting ad budgets can be challenging. 
• People often instinctively distrust ads. Some social platforms make it hard to distinguish ads from organic posts, which adds to the mistrust. 
• Advertisers must rely on the platform’s algorithms to show their ads appropriately. The algorithms may change over time or may make mistakes, wasting ad dollars. 
• Paid ads require a solid strategy and more skill to create, and companies must be prepared to spend money on the creative output (images, videos, and landing pages) as well as the advertising costs for a truly effective campaign. 
• Ads are rarely “one and done.” They must be tweaked and updated to continue producing viable leads, which means additional creative output, a larger advertising budget, and so on, all of which lead to higher expenses. 

Organic Social Media

Pros

• On its face, organic social media is less expensive than paid advertising. It requires basic creative skills (for example, editing and generating original images and texts), which can be greatly enhanced with low-cost, third-party platforms and tools. 
• It builds trust over time. While not a rapid way to build followers, it may be argued that the followers who do choose to interact with companies on social media through organic promotion are truly interested (not just attracted by an advertisement). 
• It supports customer interaction in a natural, conversational way and adds another way in which customers can find and interact with your brand.
• Effective organic social marketing requires a thoughtful strategy, consistenty and time spent on posting and engagement. It’s not just posting. It requires active participation in not just your own account, but in accounts and groups that are relevant to you, with engagement and comments. Time is a cost to consider. 

Cons

• It can have extremely limited reach. Facebook and LinkedIn, the top two social media platforms used by most businesses, show approximately 2% or less of your organic posts to followers. That limits their reach. 
• Most of the algorithms prioritize “pay to play” or ads over organic content. 
• It’s more difficult to test with any accuracy or assurance of test results. 

Paid or Organic Social—How About Both?

We often think about decisions as either/or—paid social media marketing or organic. Why not both? Both types of social media marketing offer unique benefits and have their drawbacks, but when used together, they form a sound marketing strategy to build brand awareness, cultivate customer loyalty, and offer a unique way to reach specific customers who may be delighted to learn about your products and services. 

It’s really not an either/or question, but a both/and approach. When deployed as part of an integrated digital marketing approach, social media marketing can be a valuable addition to your marketing plan. Speak with a social media marketing expert at Dashboard Interactive about your social presence and how it can be improved. Call 763-242-2454. 

A two-part series from Dashboard Interactive Marketing

Welcome back to our two-part series on AI in content marketing. In Part 1, we shared the results of a study published in Search Engine Land that tested Google’s ranking of AI-generated content across multiple industries. In Part 2, we’ll explore what makes a good content-driven SEO strategy, and the place that AI content can have in that strategy for success.

Does Google Rank AI Content? The Study

We won’t recap the whole study. Be sure to read Part 1 of this series. You can read the original article on Search Engine Land, too. 

The Findings

The key findings:

• Google did index the AI-generated content
• Most of the content was indexed quickly
• 80% of the articles ranked well for one month
• Rankings dropped significantly over time
• SERP ranking did not recover with time but plateaued

Why Didn’t the AI-Generated Content Continue to Rank Well?

The study’s authors pointed out that many, many factors affect web page rankings. Google states that E-E-A-T—experience, expertise, authority, trustworthiness—are important to SEO. The fresh websites created for the study had none of these factors, nor did they include internal links, external links, or promotional activities that, together, can help web pages rank better.

We also believe the content produced for the study lacked the essential ingredient of good content marketing: strategy.

A content strategy is vital for the success of a content marketing program as part of SEO. Strategy takes into account the four P’s of marketing (product, price, place, promotion) with competitive intelligence, brand elements, and customer demographics to match content creation and promotion with audience needs.

Without a solid content strategy to guide content creation, you’re throwing the verbal equivalent of darts at a dartboard and hoping to hit the bullseye.

A good content strategy helps you hit the bullseye, aligning content such as articles, blog posts, ebooks, videos, and more, with audience interests and needs. It focuses not just on what you’ll say, but why and to whom.

The content generated for the study lacked strategy. It also lacked many elements of a solid SEO plan. As a result, while it was indexed by Google and ranked fairly quickly, it did not maintain its rankings.

AI Content Generation: Speed Without Strategy Is Just Speed

AI content generation without a strategy is like hitting the gas without knowing where you’re going. You’re moving fast, but there’s no map, no route, and no guarantee you’ll end up anywhere that matters. 

With strategy, you can generate content more quickly using AI. It will be better aligned with the audience, but will it be meaningful? Will it be new, fresh, and original? 

It’s the latter that AI cannot produce. AI can only say what’s been said before—albeit in fresh ways. But the thinking behind the content is missing because machines can’t think. 

AI writing tends to be mediocre. Yes, it reads well. However, there is nothing inherently interesting about it. The simplest explanation is that while it has been trained on some of the best writing in the world, it has been taught to aim for the middle of the road. In other words, it cannot come up with metaphors, similes, and real-life experiences to add color, flavor, and unique branding to a piece. The writing remains pleasant, factual, and ultimately, forgettable. 

Let’s aim for something memorable. Let’s infuse your brand, your voice, and your thought leadership into your content marketing. Search engine optimization is more than producing well-written, keyword-rich articles and publishing them as quickly as possible. It’s about leveraging your unique experience and customer knowledge, along with our digital marketing expertise, to encourage Google to rank your web pages well on search engines results pages. 

While AI platforms can speed up content creation, they only accelerate the production of mediocre content. AI content lands squarely in the middle, neither good nor bad. And it’s the outliers that we remember, not the mediocre ones. The blog posts that spoke about a significant day in our lives, an event that changed us. The web page that speaks from the heart about our service or a true customer story. This is what drives clicks and reactions, not plain-vanilla, mass-produced content. 

AI has its place in digital marketing. It can help with research, come up with a headline when we’re stuck trying to be clever, or provide feedback. 

However, it’s not going to replace a strategy and experience when it comes to building traffic for a website or writing the content that drives clicks, leads, and sales. 

We’d be happy to review your content strategy and provide honest feedback. And, if you don’t have one, we’re happy to help. Call Dashboard Interactive Marketing at 763-242-2454 for a consultation.

A two-part series from Dashboard Interactive Marketing

For over 20 years, Dashboard Interactive Marketing has focused on effective, data-driven marketing for small and mid-sized businesses. We have tracked the latest search engine optimization platforms, tools, and techniques to provide you with the best services we know how to deliver. We focus on lead generation, marketing return on investment, and quantifiable, measurable results.

With every marketing trend that has come and gone during the past 20 years, we have researched and tested before sharing the latest best practices with you. When it makes sense, we incorporate new approaches. In everything we do, we monitor and measure the results, always striving to do more of what works to drive leads and sales for your business.

That’s why we have been a bit cautious about jumping on the “AI everything” bandwagon. We’ve been following the research to see if—and when—it made sense to incorporate more AI tools and platforms into our workflow.

You’ve probably been AI-curious yourself, testing everything from Microsoft Copilot to ChatGPT, Claude, and the many other tools out there. Some of them have merit; all of them have flaws; none is the magic marketing approach that will cut costs while increasing leads.

One study recently caught our attention. It was published in March 2026 in Search Engine Land. Entitled, “How AI-Generated Content Performs in Google Search: a 16-Month Study,” it examined the results of using solely AI-crafted content online to generate organic website traffic. We’d like to share the study with you in this article. We’ll share with you our perspective on the results—why they are what they are. Then, in Part 2, we’ll talk about how the content marketing field is evolving and where we believe AI has its place.

Ready? Let’s take a look at the study.

Part 1: Examining the Data from a 16-Month AI Content Study

Title: How AI-Generated Content Performs in Google Search: a 16-Month Study
Author: Bogdan Babiak
Published: March 2026, Search Engine Land

Many companies wonder whether AI-generated content can enhance their marketing efforts. They’ve used Copilot or ChatGPT and marvel at the clean, grammatically correct output. 

However, as we shall see from the following study, just because an article is grammatically correct doesn’t mean it will generate traffic for a website. Good content relies not just on smooth writing, but on the creative spin that people add to a topic. Great content explores beyond the limits of what has already been said, adding value to the conversation, whether that conversation is about the right filters for a car or the high-stakes world of cybersecurity. 

A Carefully Crafted Study of AI-Generated Content

The study started with a “blank slate.” Twenty new domains were chosen that spanned 20 unique industry categories. None of the sites had published any content before. They did not have a social media presence. No advertising was used. Any traffic generated by the test content was generated purely from organic search. Google was the main search engine tested. 

The study team conducted keyword research and selected 100 long-tail “how-to” topics for each industry. They chose phrases with low competition. 

Each keyword phrase was run through an AI platform to generate an article and was published to the website. They then submitted the sites to Google Search Console and waited. Nothing further was done to promote the websites. The test had begun. 

Month 1: Early Results Show Promise
Early results were promising. In month 1, approximately 71% of AI-generated pages were indexed by Google. Approximately 80% of the sites ranked for at least 100 keywords. This includes both the chosen phrases used to generate the content and synonyms. 

Month 3: Measuring Cumulative Growth
At the three-month mark, the team measured the overall growth of the sites. They measured 526,000 impressions and 782 clicks. No internal links were added to the websites; Google’s crawlers had to find and index the sites solely through Search Console. 

Months 3 to 6: Ranking Collapse
Inexplicably, around the third month mark, the AI-generated content began losing its search engine ranking quickly. Approximately 28% of the AI content ranked in the top spots in search engine results page in month one, but by the fourth month, less than 3% maintained this coveted spot. 

The decline continued over the next several months. Some of this may be attributed to the websites’ newness. We know that Google uses many signals to rank content, including experience, expertise, trustworthiness, and authoritativeness. Because all 20 websites were brand-new, they lacked these elements, which may have effected Google’s perception of the content to some degree. 

However, the slide in rankings turned into an avalanche, leaving very little of the AI-generated content among the top citations on search engine results pages. They remained indexed but lost considerable visibility. 

Month 16: The Experiment Ends
Although the test sites’ numbers showed some improvement after various Google updates, they remained low, especially in Health and Finance. We’ll talk about why we think that happened in our analysis article to follow. 

The final numbers showed that the AI-generated content ended its 16-month test with poor numbers. The cumulative number of impressions across 20 sites totaled 1,092,079, with 1,381 clicks.

The Dashboard Take: Content Alone Isn’t Enough to Rank—You Need Quality Content

There are many insights to gain from this study. The study’s authors suggest that stand-alone content, published without the scaffolding of SEO strategy elements such as internal links, domain authority, and trust signals, may have suppressed some search traffic. In other words, if other SEO techniques had been added to the website, it may have helped the content rank better.

We agree, but have a slightly different take. What’s missing from the study’s approach, and from many other individual attempts at using AI to generate content at scale and with speed, is the strategy.

Content alone isn’t enough to get better search engine rankings from Google. Twenty years ago, website owners rushed to fill their sites with articles. Some paid people to write these articles, while others used software to “spin” the content, replacing words with synonyms. Article spinners were all the rage for a while, churning out poor-quality content that, because it was worded differently from other articles, thanks to the synonyms, still counted as a new article. It helped sites rank quickly. However, like many other ‘get rich quick schemes,’ it collapsed around 2011 with successive Google updates. Google got wise to poorly written, meaningless content created to game the system. They deindexed it or dropped it in their index.

We are seeing something similar now with AI-generated content. It reads well, to be sure. Words flow smoothly. It makes sense. However, it lacks originality. It says nothing new. It regurgitates what has already been said. Like the article spinners of 20 years ago, it uses different words and word patterns but adds nothing to the topic. Google considers this low-value content and de-ranks it.

We believe in the power of data-driven marketing. While the data from one study isn’t conclusive, it does point to the need for a comprehensive content and SEO strategy that relies on human-centered content creation. AI platforms can help speed the creation process, but they shouldn’t replace it.

In Part 2 of our series, we’ll explore what a good content marketing strategy looks like, and the place AI tools have within it. See you there.

One of the most frequently asked questions we get at Dashboard Interactive Marketing is, “How much should we spend on our marketing?” We understand that small and medium-sized businesses (SMBs) have a finite budget and that marketing is an investment for you. 

The question “How much should I spend on marketing?” differs greatly from one business to another. Below, we break down the basics of marketing budgeting, with the goal of helping our customers understand the basics of budgeting for their digital campaigns. 

Why Budget Your Digital Marketing?

I’m sure that you run your household on a budget. How much that budget is and what you spend your monthly income on, whether it’s groceries, rent, electricity, insurance, gasoline, or various forms of entertainment, varies greatly depending on who lives in the household and where your priorities are. 

The same may be said for a digital marketing budget. Like your household budget, a defined budget keeps spending aligned with business goals and prevents overspending. It also helps you track ROI. You can then adjust the strategy as the returns become evident, putting more money behind winning tactics and slowing or stopping those that aren’t working well for you. 

What’s Normal? Industry Benchmarks for Small and Medium-Sized Businesses

Now let’s take a closer look at digital marketing budgets for SMBs. Just as the economic forecasters can benchmark the “normal” or “average” rent or grocery bill most people pay each month, we can provide benchmarks for “normal” digital marketing budgets, too.

According to the Small Business Administration, the average small to mid-sized business spends 1-5% of its revenue on marketing. Retailers and companies in highly competitive markets spend more, often up to 10%. Companies in startup mode also tend to spend more to build brand awareness and a customer base. A good rule of thumb is that companies selling to consumers (business-to-consumer, or B2C marketing) typically spend much more than business-to-business (B2B) firms.

Lastly, companies must consider their goals and needs when determining marketing budgets. One company may need to generate more leads and sales, and be willing to invest heavily in marketing costs to accomplish this goal, even if the cost is more than 5% of their annual revenues. A rule of thumb is an average, which should be adjusted based on expectations, goals, and market realities.

How to Determine Your Ideal Budget

We recommend meeting with us to discuss your digital marketing budget. During this call, we learn all we can about your business, what you are selling, and to whom you are selling it. We want to know and understand your goals. Are you trying to increase brand awareness, generate leads, or scale aggressively? Your goals determine the digital marketing budget. Lead-generation and e-commerce typically require higher investment than brand-only campaigns. 

Consider Your Growth Stage

Another very important factor when determining marketing budgets is the growth stage. New businesses need added marketing activities to build brand visibility quickly. Marketing at this stage is like fertilizer for a plant; it helps your business put down strong roots, grow, and flourish.

Established businesses can maintain or optimize existing channels with a moderate budget. If established businesses want to enter new markets or launch new products or services, that increases marketing spend. New means more effort must be put into building customer awareness, which means an increased expense.

Evaluate the Competition

Who are you up against? Highly competitive sectors (legal, healthcare, retail, tech) often require above-average investment to stand out. We sometimes find that the cost per click for digital ads in these fields is above average, which requires a higher ad budget. Additionally, specialized expertise may be needed to create content for tech or healthcare clients, or we may need to build or acquire customer lists that cost more for these markets. All of these factor into the budget conversation (which is why we like to meet with you and ask a lot of questions at the outset). 

Are We Spending Enough or Too Much?

Many companies wonder if they are spending too much. We often feel like companies aren’t spending enough. How can you tell when things are just right, and the marketing budget suits the action plan?

If you aren’t achieving your goals or getting leads and sales, it’s often a sign that your marketing budget isn’t enough. If your current marketing budget is achieving your goals, it’s probably just right. To increase sales, increase the marketing budget. But increase it in the right way: focus on activities that generate positive results. Working with a digital marketing partner like Dashboard helps you keep track of the metrics since we are very focused on analyzing the performance of all marketing plans for our clients. 

Ready to Achieve Your Digital Marketing Goals?

Dashboard Interactive is a digital marketing agency focused on its clients’ long-term success. We are a certified Google Advertising Partner with a strong track record of helping local businesses achieve their lead-generation and sales goals. We would be happy to discuss your marketing plans and budget and see if we’re a fit. Contact us at 763-242-2454.

Did you know we have the attention span of a goldfish?

Ten years ago, Microsoft conducted an experiment. Researchers studied the brains of 2,000 humans using EEGs, a test that measures electrical impulses in the brain. They found that since 2000 (when everyone started shifting to “smart” phones), the average attention span has dropped from 12 seconds to 8 seconds. Among people with heavier-than-normal screen time, the attention span dropped even further.

By comparison, a goldfish’s attention span is 9 seconds.

We aren’t going back to pre-2000 when mobile devices were rarely used. We have to deal with the reality of the fact that our customers have the attention spans of goldfish.

That’s why short-form video has become so popular. Reels, TikToks, YouTube shorts, and similar quick videos continue to perform well for many small businesses. While the definition of short video varies from goldfish-length to minutes, there’s a definite trend among businesses to use short-form video for engagement, interactions, and leads.

Let’s take a closer look at how short-form video can be used for your small business.

Why Short-Form Video Works

Short-form video platforms are designed for quick consumption. This allows businesses to reach new audiences organically and with high engagement. 

Unlike polished long-form videos or formal digital ads, short-form videos thrive on relatability, giving customers the chance to see the real people behind the brand and foster authentic connections. 

They also offer a cost-effective solution for small-business owners who want to harness the power of video without breaking their marketing budgets. Creating a 30-second clip requires far less budget than traditional advertising while still delivering impressive results. 

Content That Builds Trust

A great way for small businesses to start using short-form marketing videos is to lean into personal content. What is personal content? It’s when the business owner (or another spokesperson) takes the time to make a quick, personal video.

You can:

• Demo Products: Show how your product works in real life. A quick demo can answer customer questions instantly.
• Provide Behind-The-Scenes Clips: Give viewers a peek into your process, your team, or even your workspace. Transparency builds credibility.
• Share Customer Testimonials: Nothing beats word-of-mouth. Short clips of happy customers sharing their experiences can make a big impact.

Those three types of videos build trust. Customers have to know, like, and trust you before they choose to do business with you. It can be hard to engender trust online; there are so many things competing for your customers’ attention (remember the attention span of a goldfish).

Product demos help customers know about you and your products. Behind-the-scenes clips build likability and trust. Customer testimonials are the gold standard of trust builders, helping new customers feel more at ease with their decision to go with your product or services.

How to Get Started

Your first step is a consultation with Dashboard Interactive Marketing. Just whipping out a few short-form videos won’t do a lot to support your digital marketing efforts. They need to be part of an integrated digital strategy to be the most effective. 

We recommend creating the strategy first, then choosing one platform to get started. Don’t spread yourself too thin. Choose the platform where your audience spends the most time. 

You don’t need fancy equipment; a simple camera setup with good lighting and sound quality is ideal. Focus on clear visuals and authentic storytelling. 

No matter which platform you choose, be consistent and post regularly. Search algorithms reward regular posting. Even one or two videos per week can build momentum. 

Lastly, if you receive comments on your videos, be sure to thank the person who posted and respond. Make your audience feel appreciated! 

Let’s Talk About Short-Form Video

Short-form video can lead to more leads and sales. It helps newcomers to your company’s website better understand your products or services and know, like, and trust your brand. Best of all, it’s effective while being cost-effective, a win-win for small businesses.

Interested in adding short-form video to your digital marketing strategy? Call Dashboard Interactive at 763-242-2454 and let’s discuss how to get started.