Why a Strategy? Why not tear into creating a website FIRST?

29 Sep
September 29, 2016

Have you ever gotten in your car to drive to a destination and realized you didn’t know exactly where you were going? Without direction upon entering new areas, we often find ourselves lost, confused, and ultimately, extremely frustrated.

What do you do when you are lost?
The most obvious answer: seek direction. You look for a map or guide to get you to your destination. When drawn correctly, maps provide not only clarity of course but also emotional relief now that the feeling of hopelessness that being lost creates has vanished.

This basic instinct of seeking direction when lost is the basis of FabCom’s proven Comprehensive Marketing & Positioning Strategy method. Brands are a maze of segments and nuanced faceted details that all need to be pointed in the same direction so they can harmoniously work together to accomplish business goals and objectives, establish a sense of emotional connectivity with target audience segments, and build an over-arching positive brand reputation and organic scalability allowing the brand to address multiple segments simultaneously but authentically.

Everything We’ve Wanted to Say About Design… to Our Clients Everyday

18 Apr
April 18, 2016

Just because someone can “design” something may not mean they should.

There is much the masters of craft must teach those crowned with the responsibility of learning new tech to create new capability. Fortunately and unfortunately, new tech allows the uninitiated with and about design to create.

But 99 percent of what is created fails because the new capability has not been met with the lessons of those who practice the elements of the design craft. It requires skills built long before the new tech or tool was available to learn.

Without the benefit of design experience or apprenticeship and the developed mastery skills of UX design or the physiology of progression and discovery from strategic design, new capability is destined to fail without incorporating the theory and lessons of the learned masters.

Without the balanced emphasis on the liberal arts AND the culture and tech of advancing technology, it is impossible to achieve the synthesis required for successes in today’s tech and business.

Want to Rank in Google’s Artificially Intelligent Search? Know the Difference between Proof vs. Relevant Terms

06 Apr
April 6, 2016

One of FabCom’s higher education SEO & business analytics clients asked why we wanted to update the copy of one their degree offering pages. We explained that while the page contained plenty of keywords that are relevant to popular search topics, it didn’t contain proof terms that indicate authority on those topics. That answer led to another question, “What is a ‘proof’ term and what is a ‘relevant’ term, and why do we need them?”

I thought the answer would also be useful to our readers.

The difference between proof terms and relevant terms

Prior to our update, their Game Programming Degree page covered elements of game programming, but failed to mention the specific names of those elements. The page cited relevant topics, such as “Apple development,” but not the learned skillsets that would normally be part of a discussion about the topic of Apple development. These individual skillsets are examples of proof terms.


Marketing to the Millennial

05 Apr
April 5, 2016

“Millennial” is no longer a buzzword. In 2015, there were about 54 million Millennials ranging in age from 18-34. They account for one-third of today’s workforce according to Fortune, which is the largest generation at work. By 2025, Millennials, also known as Gen Y or those born in the ‘80s and ‘90s, will make up the majority of the workforce.

Millennials comprise a huge chunk of consumers, but not everyone understands them. We already know that marketers put a huge energy and focus into advertising towards Millennials, but have you ever truly understood what makes them tick? We know they’re smart, savvy, and super connected, but do you have what it takes to engage them? Ask yourself this:

  • What motivates them to buy and eventually be loyal to your brand over the competition?
  • What social media platform do they use and spend most of their time on?
  • What intrigues them enough to share ideas, stories and posts with their friends?
  • (more…)

Six Common Mistakes When Using Google AdWords

22 Mar
March 22, 2016

Just how Google AdWords campaigns are managed makes all the difference in their success rate. Because members of FabCom’s marketing and business intelligence team have special SEO, SEM and Google AdWords expertise, managing these campaigns for clients includes an in-depth understanding of precisely how to avoid the mistakes that befall many others in the industry. The top marketing and advertising agency’s deft navigation around these pitfalls means highly successful AdWords campaigns generating greater ROI for clients.

Mistakes to avoid include:

1. Targeting keywords that are too broad

One of the most common mistakes companies make are bidding for too broad of keywords. Keep in mind that terms can be too broad, even if they’re two or more words. Here is an example; Let’s say you own a frozen yogurt shop in Phoenix, Arizona. As you’re opening up your business, you decide you want a top 10 ranking for “frozen yogurt”. This would be a classic example of using too broad of keywords. If you use these keywords you would potentially have a majority of visitors looking for recipes or nutrition information. Even if they’re looking for a place to get frozen yogurt, they might not be looking for one in Phoenix, Arizona. Thousands of random visits to your website aren’t worth as much as one qualified lead. For example, one person looking for “frozen yogurt shop Phoenix” may be worth more than 1,500 people searching for “frozen yogurt.” By having less broad keywords, it’s easier to get a better ranking because the more specialized you are, the less competition you’ll have. In the end, it’s not how much traffic you get to your site, it’s how many are actually interested in what you’re selling and will, in turn, buy something. Instead of focusing on number of hits, focus on the quality of hits.


Top Phoenix Marketing Agency Is The Perfect Fit

15 Oct
October 15, 2015

To be honest, when I first started my position as an Account Coordinator at FabCom, an integrated marketing and advertising agency located in Phoenix, Arizona, I was a little intimidated. Even with a couple of advertising internships and three years of marketing experience, I had never actually worked in an agency environment. I had heard what the #adlife would be like from people I graduated college with while earning my Bachelor of Science in Marketing in Wisconsin, but in reality I didn’t know what to expect.

The advertising industry is fast paced and can be overwhelming at first, but my experience at FabCom has been nothing less than amazing and I can’t picture myself working anywhere else. It’s busy, awesome, demanding, and – in between the craziness- fun. So how have I survived? Here are seven things I’ve learned in my first seven months at FabCom:

  1. Watch how others work. At FabCom, the average employee has been working here for 10 years. From the moment I walked in the door, I could see they knew what they were doing. They know how to get things done, but have fun doing it. I can honestly say I work with some of the most creative, passionate individuals in the advertising industry. Every day I come to work I learn something new, so one thing I’ve learned is to not only take physical notes, but mental ones. Finding out what people do and actually understanding how they do their jobs successfully, gave me an idea of what others would eventually expect from me.
  2. (more…)

The F-word at a Phoenix Marketing and Advertising Agency

09 Sep
September 9, 2015

What comes to your mind when you think “f-word”? Fantastic, freak, frumpy, fearless, farm, fast, film, fluoride, Friday, frugal. There are a vast amount of “f-words” in the English language, but we all know which one was first on your mind… Your mother wouldn’t be proud. It’s time to get your mind out of the gutter because in this case, the “f-word” to which I am referring is family.

Family means countless different things to many different people. A family is a group of people with the same ambitions and principles who work together for the greater good of the whole. I had the luxury of joining a family recently, FabCom. FabCom is a boutique, strategic marketing agency that fully encompasses the ultimate “f-word”: family. FabCom and family, two “f-words” that go hand-in-hand.

The first real involvement I have had in the workforce was as an intern at FabCom this summer. Normally, when thinking of the business world, people anticipate a cutthroat, every-person-for-themselves feel. However, in reality, the FabCom atmosphere is one of acceptance and genuine togetherness. The experience I had as a summer intern for FabCom was exceptional. Taking part in client meetings, video shoots, and production was just half the fun. What stands out as fun about an internship at FabCom is being a part of the family. My experience would not be the same without the aura of family being all around the second you walk into FabCom each day.

Sustainable SEO Success

16 Apr
April 16, 2014

Sustainable SEO Success: understanding how to leverage Google’s continuously updated intent-driven search platform

It’s the Direct Result of the Science of Neuromarketology

Who should you listen to when it comes to understanding how to gain and maintain search engine success? One clue is how well that entity itself performs on these search engines. One of the pillars of this integrated marketing agency’s long-term success is consistently placing their websites on the first page of organic search engine results. You might expect that from a top-performing online SEO agency and a top integrated marketing agency in the Southwest, but seeing is believing.

Here are some examples in the education arena, from two very different universities we work with. (Call us at 480-478-8500 for examples in your industry).

1. Open a browser…
2. Go to Google
3. Search “Arizona Tech University”. Our client is UAT.
4. Now search “Health Science School” and “Health Science University”. Our client is ATSU. Note that both U’s are on the front page of broad search intent categories.

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