5 Reasons SEO Still Matters in 2018

With social media marketing strategies seemingly dominating the digital marketing landscape, it can be too easy to forget that other techniques still play a critical role in ensuring that your business maintains a competitive edge on the Internet. Depending on your industry, you might be justified in spending less money and time on strategies such as pay-per-click or email marketing, but search engine optimization should never be disregarded. SEO still matters in 2018, perhaps more than ever.


Finding A Brand Influencer: The 4-Step Process

Is it easier to trust someone you know, or someone you don’t? The overwhelming majority would probably agree that it’s easier to trust someone you know. Slowly, our culture is learning that the pushy sales tactics of the past are not only ineffective — they’re unnecessary. Thanks to social media, we can get to know a wider range of people without even meeting them in person — their values, favorite activities, and interests are on display through social media. This gives businesses an unprecedented opportunity to connect more meaningfully with their audience through a brand influencer.


Optimizing Your Content for Digital Assistants and Voice Search

Between Siri, Cortana, Alexa, and Google Assistant, it’s never been easier to interact with a digital assistant. Add in Samsung’s Bixby and Yandex’s Alice and the market seems positively crowded. But, these technologies aren’t just a fad – they’re here to stay and they are already having a noticeable impact on the way consumers search for and find content. Optimizing content for voice search is now a must for any business.

Google reports that 20% of mobile queries are now voice search, and according to a Northstar Research study (in partnership with Google) 41% of U.S. adults and more than half of U.S. teens now use voice search every day.

The number of consumers searching by voice is only going to grow, so how can you ensure they find your content?

We put together a few quick and key ideas for consideration in the new world of voice search:


5 B2B Marketing Trends You Can’t Afford to Ignore in 2018

At the beginning of 2018, marketing leaders at business-to-business (B2B) firms face more pressure than ever to deliver new and innovative strategies. DataStax CMO Karl Van den Bergh believes “marketing is the most rapidly evolving corporate function.” We researched and boiled it down to the top B2B marketing trends to keep an eye on this year.

While goals may vary, the most effective campaigns this year will likely require new approaches. While some trends are more hype than substance, the following B2B marketing tactics are research-backed and ranked among the most effective methods. 


3 Cost-Effective B2B Lead Generation Strategies For 2018

If you fail to generate new leads, you won’t have any potential customers in your pipeline. If you don’t have potential customers, your revenue is eventually going to dry up. If this happens, your business is going to be in real trouble. To help you get your year off to a great start, we put together a few quick, cost-effective B2B lead generation strategies that you can put into action this week.

Having an effective method in place to generate new leads is critical; however, it is also challenging – especially in the realm of B2B marketing.


2018 Marketing Strategy Planning Guide

The holidays have arrived and 2017 is coming to a close. As a business owner, this is often one of the few times of the year that you are able to take a step back and review your business. What many entrepreneurs and business owners forget, however, is that you need to look back in order to move forward and grow your successes. We’ve put together this basic 2018 Marketing Strategy Planning Guide to help you navigate your company’s marketing efforts and plan for an exceptional 2018. Free marketing strategy planning worksheet.


How To Start Your First e-Commerce Apparel Business

Starting a business can feel like a daunting endeavor, but there is no better time than now to start an apparel business and 2018 should be the year for you to finally take the leap.

The tools available to get started have lowered the barrier to entry, but the fundamentals of starting a successful company have largely remained the same. Like building a house, it is important to start with a strong foundation, before you worry about the extra finishes like the flooring color or the ceiling fans. Without the solid foundations in place for your apparel business, the house will collapse, so spend time building your business the right way. Here is a checklist to help you start or grow your apparel empire:


What Services Can A Fractional CMO Provide?

In a city like San Francisco, according to local Austin job board Indeed, the average Chief Marketing Officer earns approximately $173,000 per year in salary. This can obviously jump significantly, while in a place like Texas, it can float around the average of $120,000. Each location has outliers that stretch into the hundreds of thousands, but the fact of the matter is, an experienced CMO comes at a price that many startups or small businesses do not have the luxury to afford. This is where a Fractional CMO can step in and help drive a marketing team from an executive-level, and help a junior marketing team execute in a way that a company may not otherwise have the means to afford. A Fractional CMO can do this by sharing their time and expertise between several companies in a way that technology, communication, and project management platforms previously did not allow for.


How To Build The Best B2B Marketing Strategy

Whether you are a startup or have been in business for many years, a marketing strategy is essential. Promotion is just as necessary for B2B (business to business) as it is for B2C (business to consumer). If you’re struggling to spread the word about your business or simply want to streamline your B2B marketing operations, this guide will help you achieve your goals and lay out a marketing strategy for your organization. As a fractional CMO, marketing consultant, and business advisory firm based in Austin, a B2B marketing strategy is one of the most common projects we help businesses solve at The Pony Group. This guide will help you get started as a new business, help pick up the pieces and make sense of your marketing if you’ve been throwing stuff at the wall, or assist an established business re-imagine their marketing strategy.


Paid Web Marketing: A Beginner’s Guide

In a recent report, it was revealed that the average web user spends between 25 and 30 hours online every week. Some age groups spend more time on social media than watching television. Paid web marketing now earns massive percentages of marketing budgets. It is not in doubt that the internet is a major source of entertainment, and for shopping for goods and services. This means it’s also one of the best outlets for businesses to build an audience.

In 2014, total spending on web advertising exceeded $137.4bn (USD)
Businesses spend anything between 20% and 50% of their marketing budget on paid advertising, with Twitter (44% of budget on average) being the highest
The average proportion of revenue spent on marketing is around 10%
It’s quite clear that most businesses already value paid web marketing; it’s no longer a luxury – it’s a vital form of marketing outreach. Without it, businesses are unlikely to grow and highly likely to lose ground to their competitors. With more marketing budgets shifting from TV and Radio to paid web advertising, it is also becoming more complex. If you’re still new to paid online advertising, this guide will help you understand each channel and the basics to determine which channels may best be suited to your business.


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The Pony Group

About us

The Pony Group is an Austin, Texas-based firm providing fractional CMO services, marketing consulting, and business growth advising to companies of all sizes, across a variety of industries. Specialties include travel, finance, real estate, subscription, and membership businesses. 

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