Best Ways to Utilize the Instagram Algorithm in 2021

Instagram’s algorithms determine how users are presented content, and it's recently been updated in 2021. This not only impacts user experience, but brand outreach. It's important for any brand marketing on social media to be aware of how Instagram ranks and displays information, in order to best utilize the platform. If you have been on Instagram for a while, you probably remember that posts used to be displayed solely in reverse chronological order. Instagram has since changed this algorithm to account for more factors. It's important for brands to understand what types of content will boost your post and help them be seen by more users. There are six major factors Instagram looks at when displaying a user’s feed, and here is a breakdown of each: Interaction Instagram keeps track of the type of post you like and then displays those types of post later on. Ultimately Instagram is looking to...

PPC v. Paid Social Media Advertising

Paid digital advertising is an excellent way to increase your brand's reach to potential customers. The two major forms of digital advertising are pay per click (PPC) advertising and paid social media advertising. Both allow you to have greater impressions on search pages and social media feeds. Utilizing these strategies will increase your brand awareness and ability to reach potential customers who may not find you otherwise. PPC Advertising In PPC advertising, you pay for the amount of clicks your advertisement receives. This is beneficial because you are only paying when customers click through to your landing page, essentially buying page visits. The way PPC ads are purchased and targeted is through bids on specific ad space. Google then displays the top ads based on the bid amount and best quality advertisement. Other major advertising platforms for PPC advertising are Microsoft and Amazon. PPC advertisements can take the form of either a...

Best Ways To Utilize Amazon OTT

Utilize Amazon OTT (over-the-top) advertising for an effective way to enhance your marketing efforts and increase your brand's reach. Amazon OTT runs ads on Amazon-affiliate sites like IMDb.com, Twitch, and Fire TV. The difference between OTT  and traditional TV advertisements, is that OTT runs on specific apps instead of cable TV. The advantage of Amazon OTT advertising, is that it allows you to specifically target ads towards a more engaged and likely to purchase audience than that of traditional TV advertising. Amazon gives advertisers access to a long history of customer data in relation to shopping interest, which helps effectively target your audience. Below are some tips to setting up your OTT advertisements in the most effective way.  Identify and target your audience  Before starting anything else, it is important you accurately identify your audience and their characteristics. Understanding your audience and how best to reach them is crucial in creating advertisements that...

30 Questions with Laurie Fisher

Today we are honored to hear Laurie Fisher, the Founder and CEO of LMA, answer a series of 30 questions! Laurie founded LMA in 2004 and has presided over the company ever since. She opened the agency as a result of many client requests to assist them with all aspects of marketing. Laurie has always stressed client results as the foundation of her business.Her vision and long-standing relationships with both the media and her clients, has taken the business from start-up to one of the leaders in the industry. Laurie has over 20-plus years of media experience and an extensive background as an award-winning producer for such organizations as Clear Channel Communications, Jacor Broadcasting, Gannett and Midwest Television. Here is the entertaining, informative, and fun information we found out:   When did you open LMA? In 2004! When you were ten, what did you want to be when you grew up?...

The Winery Case Study

Why The Winery Came to LMA The Winery, located in La Jolla, Tustin, and Newport Beach, focuses on bringing "contemporary California regional cuisine, with a hip, vibrant, sophisticated setting, to create a cutting-edge dining experience". LMA created a successful marketing campaign to help double their profits. Due to the franchise, each location has had its own specific goals that LMA was able to help meet. The Winery at UTC in La Jolla had a lease with Westfield that required them to be open for lunch during the week. This became very costly, and our client was losing money on this because of the lack of customers during their lunch hours. As their losses for lunch continued to mount, their owner JC Clow made it their goal to break even. One of the challenges they faced was the area. Surrounding UTC are office buildings with major companies such as Qualcomm and medical practices....

La Jolla Cosmetic Surgery Center Case Study

Why La Jolla Cosmetic Surgery Center Came to LMA La Jolla Cosmetic Surgery Center is one of the top medical centers in San Diego. They are dedicated to creating a comfortable, homelike environment and focus on stellar patient care and education. Originally, LJCSC worked with a large national radio group with a narrow focus on broadcast radio advertising. They soon realized their internal marketing department was being spread too thin and looked to hire an outside perspective. Following countless hours of research and proposals, LMA created a suitable marketing plan that resulted in years of trust and partnership. What Did LMA Do? Our team has worked with this client in a variety of areas including creative, media buying, PR, and social media management. We have implemented radio endorsements across multiple stations while also using local personalities to explore their brand, talk about the patient reviews, and let San Diego know why LJC is...

The Super Dentists Case Study

Why The Super Dentists Came to LMA The Super Dentists are a highly accredited dentist group located across San Diego county and provide a unique approach to their pediatric and adult dentistry. These superhero dentists hired LMA back in 2012 for Television and Radio media buying with the goal to increase foot traffic and gain more patients across the San Diego County. What Did LMA Do? After just 6 months of working with our team and as a direct result of building trust and success with our original media buying, we were hired for additional PR,  Non-Profit affiliations, and any other business opportunities LMA could help solve. Our biggest focus for their marketing strategy is Digital TV and Radio advertisements through TV networks like PBS. After analyzing data, our team and The Super Dentists determined that our target audience are women and small children, however, our main focus was the kids. In short, our...

CalPrivate Bank Case Study

Why CalPrivate Bank Came to LMA CalPrivate Bank - has various locations in beach cities scattered across Southern California. The Bank's focus is to provide a distinctly different banking experience through unparalleled service and creative funding solutions to individuals and businesses with complex financial needs. They offer a wide array of modern financial services, and their real estate lending group specializes in investor commercial properties, owner-occupied buildings, and construction loans. Prior to 2017 “San Diego Bank”, the parent company, operated their (5) locations with different names: Coronado Private Bank, La Jolla Private Bank, etc. In 2017, they announced a corporate name change to CalPrivate Bank and this is where LMA came in. CalPrivate came to us in hopes of rebranding their bank franchise and creating unity under one brand in order to align all their divisions. What Did LMA Do? LMA orchestrated a complete rebranding campaign for the CalPrivate Bank name change across multiple...

Fix Auto Case Study

Why Fix Auto Came to LMA Former President Paul Gange of Fix Auto, hired LMA back in 2010 to market the San Diego franchises. In short, Fix Auto collision centers are independently owned auto body collision centers, that pay a monthly fee to be under the Fix Auto name. Their goal was to grow their national footprint and increase brand recognition. LMA started Radio and Television advertisements for their 8 locations. They had a limited budget and at the time, were only targeting their marketing efforts to San Diego residents. What Did LMA Do? LMA created a marketing plan to substantially grow the Fix Auto brand and expand into multiple markets. We achieved this by implementing a multi-platform plan including TV, Radio, Aerial banners, Sports sponsorships, and PR, and multi-prong Digital/Social media campaigns. We began purchasing broadcast TV and radio, working closely with TV newsrooms to get additional coverage of Fix Auto's annual charity...

Belmont Park Case Study

Why Belmont Came to LMA Over the past few years, ownership has invested in new rides and attractions, amenities and more. They wanted to change their marketing strategy and include a more year round media exposure. They weren't optimizing the platforms they were utilizing and needed direction on the best ways to engage and grow their audience. Their goal was to increase overall revenue and attraction through radio endorsements and digital media.   What Did LMA Do? During the construction at Belmont Park, we opted for radio - on air personality endorsement campaigns. We also focused on their digital and social strategies. We used targeted display advertising directed towards mothers and families with children ages 4-15 years old.  As a result from this multi- tiered approach, Belmont Park has seen an increase in ride tickets, food, and beverage sales- year-over-year! Services Targeted Display Ads  - Including Geo fencing other theme parks, families and site retargeting. ...