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Navigating the digital seas when your website is down can be daunting, and when a major update like WordPress 6.4 sends a shockwave through your online presence, it's akin to hitting an unseen iceberg. Businesses big and small have felt the sting of downtime. For instance, a survey by Wirehive found that 68% of consumers had a negative impression of a brand whose site was down when they tried to access it, and 57% said they would not buy from a brand that experienced excessive downtime​​. (Link)

For small businesses, the impact is even more profound as their online presence is often their primary storefront. The ripples of a site crash can lead to diminished search engine rankings, a tarnished brand reputation, and most critically, lost profits. With Statista estimating that e-commerce revenues in the UK will total significant figures over the next five years, even a minuscule downtime of 0.1% could translate into substantial revenue loss​​. (Link)

When your digital lifeline feels more like a tightrope, it's time to call in the experts. Symphysis Marketing Solutions stands ready to deploy their web wizards who can diagnose and treat your site's ailments, ensuring minimal downtime and optimal performance. Don’t let a website wobble turn into a full-fledged fall; reach out to Symphysis at 425-390-4738 or Contact Us Here and let us anchor you firmly back online, swiftly and securely. Remember, in the digital world, the right help is just a click or a call away.

Rebranding a business can be a challenge and you need to be prepared for the endeavor before you ever begin. You may want to change your name for various reasons. Maybe the name you chose years ago doesn’t fit the current company culture or products. Maybe you want to remove the personalization of a name or initial included in the original name. Or maybe you want to disassociate with legal issues your company has faced in the past. Whatever the reason, changing the name of your business can help you propel your business into new markets or even just help your customers better understand what you offer. Check out our business name change checklist below to get a brief explanation on how to go about changing the name of a business and rebranding strategies.

Steps for changing the name of a business

Step 1: Determine what’s wrong with your current branding.

Before you begin a rebrand of your company, you must understand what’s wrong with the current branding. Is your name difficult to pronounce, in a foreign language that doesn’t resonate with your customers, obscure, childish, or lackluster? There can be many reasons why a name or branding doesn’t work out. Figure out what’s wrong so you can avoid making the same mistakes in the future.

Step 2: Identify your target audience.

Once you figure out why you want to change the name and branding, it’s time to focus on the customers. Understanding your customers is the first step to successfully marketing a product or service. Who is your target market? If your target customers are children, your name is going to need to be a lot different than if your target customers are college educated blue collar workers.

Create a buyer persona for your company that includes all of the most important information about the ideal customer you want to attract. Consider this a profile of your target customer based on real data that includes items like gender, income, job title, family size, etc. You should give this persona a name and a face so you can imagine this person viewing your brand. For more information about targeted marketing and marketing segmentation check out our articles “What is the definition of market segmentation” and “Targeted marketing, understanding the basics.” Tailor all of your branding and messaging to this desired target market and make sure you always ask yourself this question or similar: “Would Joe/Jill Customer resonate with this ad/image/blog/social media post?”.

Step 3: Brainstorm new business names.

Brainstorm a list of names that are a better fit for your brand. Be sure to check if website domains are available for these names. The worst feeling is coming up with a star-studded, unique name idea, then finding out the domain for that brand is going to cost $10,000 more than you have to spend. Also be sure to research the best names and find out if anyone else in your industry has already taken them. Even worse than missing out on the ideal URL for your website is running into legal issues with your business.

Types of brand names

There are 4 main types of business names: functional, invented, experiential, and evocative names. Each name type can be wildly successful, given the right branding and marketing to go along with them. Functional names usually consist of a description of the company’s product or service. Think Toys R Us and Bank of America. Invented names are made up words or obscure words most people aren’t likely to know. Think Google, Pixar, or Kodak. Experiential names connect to something real but can have a touch of imagination. Think Safari, Netscape, Vanguard. Evocative names use suggestion or metaphor to let the customer interpret what your brand does. Think Amazon, Apple, Hooters.

Step 4: Change your business name legally.

Determine the legal changes that must be made to change your name. This can differ depending on the type of business you own. You may want to change your name entirely with every legal agency, such as the IRS, secretary of state, etc. This may result in a new EIN (employer identification number) for your business. Or you may be able to file a DBA (doing business as) with the new name, keeping the old name legally and using the new name as a front-facing name for your branding. Either way, you must notify the government that you plan on doing business under a different name. Make sure to update your licenses and permits to include the new name if necessary.

Step 5: Update your name and branding.

There are some obvious things that need to change with a name update including a logo, verbiage/content on your website, and physical marketing materials such as signage and brochures. And there are some not so obvious things that may need to change, such as company colors, imagery, and the way you speak to your customers. You may want to hire a professional marketing firm to handle the rebranding process to make sure your logo and other visual assets are on point. You may also want to trademark your logo if you’re concerned about another designer ripping off your design or using it inappropriately, but this step is not necessary in most cases.

Step 6: Communicate with your customers about your new name and brand.

Let your customers know about changing your business name. Returning customers might think they’re in the wrong place or customers who have heard about you with your old name might not be able to find you. Send multiple email blasts to your subscribers with a rebranding announcement, post on social media, and make it obvious on your website that you used to have one name and now have another. Use every channel you can find to let your customers know that they can still get the great product or service they’ve come to love. You can even make a blog post or a page on your website about why you decided to change your name. This not only lets your current and potential customers know who you are and used to be, but it will help users who don’t know still find you when searching for your old name.


Rebranding with a business name change is a demanding and tedious process. Aside from the research and legal changes that must be made, updating your branding everywhere is a lot of work. You must scour the internet for mentions of your old name and redesign every physical marketing material you have. Everything from your website to your business cards must have your new name and branding. That’s why we recommend hiring a marketing and branding professional to help guide you through the rebranding process. If you want to know more about the importance of branding, check out our article “Branding and its role in marketing” for more information.

Marketing is an ever-changing and tedious process, however it is impossible for a business to gain Goodwill and Brand Recognition without proper marketing. Marketing is essential for gaining a competitive advantage. Planning and running targeted campaigns stick with the customer and drive them towards your brand. This article provides a beginner’s guide for creating and running such campaigns.  


What is a Marketing Campaign?

The Marketing Checklist.

Where to run a marketing campaign.

Tips to ensure the campaign’s success.


What is a Marketing Campaign?

Marketing Strategies

A marketing campaign is a sequence of promotional activities that a business undergoes to achieve a particular goal. Therefore it is different from marketing in the sense that while it implies all aspect of marketing, it is a goal-oriented and temporary strategy to boost your customer base, such as discounting, sales promotion, or an advertisement campaign. It can also be of various forms depending on the needs of the business.

Throughout the course of running a business, a brand may try out many general and specific marketing campaigns. Each one’s length and budget depends on the business’ current needs. Therefore certain temporary and long term variables need to be considered before launching a campaign.

The Marketing Checklist.

SEO Checklist 2019

The following are certain perquisites to ensure a successful and profitable marketing campaign:

Industry analysis

Industry analysis is the process of analyzing various aspects of an industry, such as where your business fits in into the market, its growth and profit potential, the state of competition, what marketing tactics are useful for the product line, etc. It is essential since it defines the potential liquidity, solvency, and profitability for you and your competitors in the industry. It focuses on analyzing market trends and therefore also helps your business prepare for any future shift in economic patterns of the market.

For detailed information on Industry Analysis click here.

Competitor analysis

Competitor Analysis comes after Industry Analysis, which establishes which industry you will be competing under. But while Industry analysis is more generalized, competitor analysis focuses more on how the existing firms in the industry function, as well as any potential firms joining. It focuses on analyzing your competitors’ producing, distributing, and marketing strategies and narrowing down which ones would work best for you.

For detailed information on competitor analysis click here.


A strong structure is essential for good management and budgeting. Decide on what platforms you will be advertising through (social media networks, billboards, SEM, etc), what promotional methods you will be using (advertising or discounts or lucky draws or a combination of these and more), and for how long the campaign will run. In this step you also define the reasons for the campaigning, that is why are you running the campaign in the first place. For example, campaign goals could be clearing up excess stock or increasing traffic on your website.

This campaign duration can vary as well, such as it may be for a specific time period or until certain quantity of sales is made.


Targeting is the most important perquisite for any kind of marketing. It is advertising and promoting your product or service to a particular and predefined set of customers, who are the most likely to purchase the product. It ensures your promotional efforts reach only those who are most likely to buy the product, therefore generating more sales and increasing return on investment.

For more details and tips on targeting click here.


Resourcing is calculating and defining how much your marketing budget is and where it will be spent. It’s an extension to structuring which emphasises on assignment, such as where your funds will be spent, who will be running each aspect of the campaign, how much time will each resource (monetary, human, or other) spend on the campaign, etc. It is important to assign human resources who are experienced in their particular fields to manage a large campaign.


While budgeting is a common term, it is a game changer when it comes to marketing budget decisions. There are a lot of factors that go into budgeting for a campaign, like time period (structuring), demographic based distribution (targeting), where you will be advertising and to how (resourcing), etc. It is the process of assigning and defining the funds towards a particular variable of the campaign.

Where to run a marketing campaign.


Now that you have checked all the perquisites, comes the step where you have to decide where, how, and when you will be running the campaigns. This can be derived through industry and competitor analysis, based on what form of media distribution works for firms like yours.

The PESO Model

No, we aren't referring to the currency of Mexicao, we're talking about a common approach to marketing reach. PESO (Paid, Earned, Shared, Owned) is a model for how you should organize your outreach opportunities. Below we will break down the PESO acronym and explain what each means, and a little on how to use them. These are typical marketing channels where your campaign can be promoted.

Paid: Display and Billboards advertisement, Pay Per Click (PPC) marketing, paid influencers, Sponsorships, etc.

Earned: PR and marketing, Media Coverage, etc.

Shared: Word of mouth marketing, Social media presence, forums and referrals.

Owned: Marketing on your own blogs and websites, your social channels, newsletters and email campaigning.

For additional Resources & Information on Social Media Marketing, visit the Ohio Universities Online Business Master Administration blog  Social Marketing Ultimate Guide: Tips and Resources for Modern Marketers.

Click here for a detailed list of marketing tools.

Tips to ensure the campaign’s success

Marketing Tips

A company may choose any combination of the above depending on the campaign’s goals. However it is important to be dynamic and change according to the need of the environment. Some important management efficiency based factors come into play. These are-

Make A Checklist.

Prepare To Pivot

Your campaigns must be dynamic and ready to shift course at a moments notice. The realm of marketing is ever changing and you don't want to be caught with an outdated strategy. Some of the worlds most successful brands have come out of campaigns that were quick to make a pivot. This might be an essential element of survival for your company, campaign, or content in general.

Agile Decision Making

Be quick in decision making. It goes without saying that quick and effective decision making is one of the most important building blocks of a marketing campaign. In the case particular marketing strategies are not working out, you should be vigilant enough to either change structures and redefine the campaign depending on the specifics of the campaign.

Keep track of performance. Midway evaluation is also one of the important strategies. You should maintain a journal recording day to day, or even hour to hour performance of your business, defining variables such as what time does the campaign work best, what kind of people it is most likely to affect, how much you are spending for each aspect, etc.


A marketing campaign is a temporary project aimed at boosting business sales, however a successful campaign can help grow a business exponentially. That is why successful companies run a plethora of specific campaigns throughout the year. It often becomes important that all personal and professional efforts are put into its planning and execution.

We can help!

Symphysis believes in marketing from the ground up. With our team of dedicated experts we can help in locating your ideal market, segmentation, campaigning, search engine optimization, and create your own successful brand. For more information call or text @+1 (425) 390-4738 for a free initial consultation.   

A lot of research and evaluation work goes into running a successful marketing campaign. From targeting to keeping up with the industry’s trends, it is necessary to do proper research before launching a campaign. There are certain tools and methods to help with that. We have presented our top picks for best marketing tools in 2019.


  1. Why marketing research is crucial for your business
  2. Top ten best marketing tools in 2019
  3. Conclusion

Why marketing research is crucial for your business

In our previous blog best free and paid SEO tools 2019 we listed our picks for best SEO tools in 2019. While SEO has become an integral part of marketing, marketing research still stands its own ground. Marketing is a much wider and dynamic concept than SEO. It involves researching not only to generate traffic and build an online audience, but also to keep up with industrial and competitive dynamics. It is also crucial in building your brand, as it is with marketing that most initial B2C (business-to-customer) interactions occur.

These marketing research tools will present better potential customer base data, so as to facilitate targeting and ensure efficient use of your marketing budget.

Top ten best marketing research tools and strategies in 2019

US Census Bureau American Fact Finder Research Platform

American fact finder is a tool which can be used for general census collection as well as for targeting. Its filtering service allows you to sort out data by age, sex, race, location, etc. It provides the data about the following.

Check out American Fact Finder here.

Survey Monkey Research Platform

One of the most popular and renowned marketing tools in our list, SurveyMonkey can be used to create and conduct online surveys. These can be generic or specific depending on your need. While they offer a free package as well, much better targeted and in-depth, and long term surveys can be conducted by subscribing to their premium packages.

Check out SurveyMonkey here.

Survata Survey Form Building Site

Survata is a paid form-building website with a twist. After you have finalized a survey form, their employees can (for a small fee) analyze the questions and provide feedback for targeting and industry/market relevance.

Check out Survata here.

Make My Persona creates a profile of  your audience

Make My Persona is a creative targeting tool that generates a persona for your potential customer. They create semi-fictional profiles about your potential buyers using real market and industry data. It inputs your existing customers to provide an ‘ideal’ image of the potential buyer.

Check out Make My Persona here.

Neilson MyBestSegments Audience Research Platform

Neilsen MyBestSegments is a brilliant and creative tool for medium and small scale enterprises. You can analyze a local area’s consumption habits and demographic details, along with shift in consumption habits and trends as well. It is good for launching a targeted marketing campaign locally. It can also be helpful for competitor analysis to a great extent.

Check out Neilsen MyBestSegments here.

Userlytics marketing campaign test platform

Userlytics offers a beta testing platform to test any kind of media, from videos and banners to apps and websites. It records and shows beta users’ interactions- what they interact the most with and how long, including a screen recording feature for videos. Their pricing starts at $2900/year.

Check out Userlytics here.

Pew Research Center statistics on climate change effects
Pew Research Center statistics on Facebook usage

Pew Research Centre is a comprehensive online marketing tool that provides data on various topics like marriage statistics, immigration statistics, social media usage, demographic distribution, device based ownership, etc. It provides all these tools for free with a user friendly interface and relevant charts for visualization.

Check out Pew Research Centre here. statistics website

The official Government statistics website culminates data released by Federal Agencies on various topics such as agriculture, education, transportation, energy, etc. It can be used for geographical targeting and modifying marketing tactics as per industry needs.

Check out USA GOV Statistics here.

Focus groups help to cater to your target audience

So far we have talked about online marketing strategies, however certain offline methods can be really useful for marketing research as well. While these tools showing data about customer behavior are useful, they may not represent the full extent of the data at times. Therefore, some businesses may prefer more personal research.

In-person surveys are one of the most popular of such methods. One can ask people from a locality to answer survey questions on streets or organize focus groups. A focus group is a great tactic to assemble a group of individuals to share their opinions and answer questions about certain topics like consumption habits, preferences, criteria for choosing one product over another, etc.


Proper research is essential for any successful marketing campaign. Therefore it is always advised to conduct and invest in proper researching beforehand. Once you have become accustomed to the industry, you can use these tools for a significantly improved campaign. However, it is recommended to get expert help for professional marketing.

We can help!

Symphysis believes in marketing from the ground up. With our team of dedicated experts we can help in locating your ideal market, segmentation, search engine optimization and create your own successful brand. Call or text @+1 (425) 390-4738 for a free initial consultation.   

Business Planning is the most important factor to consider for launching a successful startup business. Industry Analysis is that part of business planning which deals in determining which sectors of the market (industries) you will be dealing in. This brief article explains the basics of Industry Planning with a beginner’s in-depth approach.

  1. What is Industry Analysis?
  2. The Importance of Industry Analysis
  3. Most effective industry analysis strategies (SWOT and Porter’s Five Force Analysis)
  4. Things to keep in mind while choosing your industry (Industry Analysis)
  5. Footnotes

What is Industry Analysis?

Analysis of market metrics

Before starting actual business processes it is important to find out where your business fits into the market, its growth and profit potential, and the state of competitors dealing in similar products and under similar circumstances. In other words, to target new potential customers, industry analysis can be used as a tool to break down important factors influencing your target market.

The Importance of Industry Analysis

Efficient Industry Analysis shows effective management and acts as a foundation for long-term growth and survival of the business. Industry Analysis defines the potential liquidity, solvency, and profitability for you and your competitors in the industry. It focuses on analyzing market trends and therefore also helps your business prepare for any future shift in economic patterns of the market.

Most effective industry analysis strategies (SWOT vs Porter’s Five Force Analysis)

SWOT industry analysis infographic

SWOT (Strengths, Weaknesses, Opportunities, and Threats) and Porter’s Five Forces (Competitive Rivalry, Supplier Power, Buyer Power, Threat of New Entry, and Threat of Substitution) are the two most talked about Industry Analysis strategies.

It is evident by their definitions that SWOT analysis focuses more on internal factors while Porter’s Five emphasizes on external forces. SWOT analysis defines the potentials and capabilities of a business, what it can and cannot do and which chain of actions that it undertakes will be most lucrative. Under this an equity analyst is expected to jot down and deal with a business’ internal Strengths and Weakness in direct relationship to its external Opportunities and Threats. Hence it tells an entity about its own competitive advantages and disadvantages. Therefore it focuses on determining profitability, along with focusing and analyzing solvency and survival potential of the organization.

Porter's five forces infographic

Porter’s Five Forces, on the other hand, tells an analyst about competition within their industry, along with an industry's weaknesses and strengths. Professor Michael E. Porter of Harvard Business School coined this strategy as part of his book "Competitive Strategy: Techniques for Analyzing Industries and Competitors."

This strategy can be used for a more comprehensive analysis of the external factors of the industry. Its main objective is determining profitability prospects for an organization.

The five industry analysis forces that make up the industry as identified by Porter are:

In the center of it all, Competitive Rivalry is the power of established businesses in an industry that your business needs to deal with. Effective and efficient analysis of Competitive Rivalry becomes a major force since such existing businesses already possess a greater fraction of market share and resources in the industry.

More supplier power is less desirable for your business. If there is greater demand for producer goods(1) in your industry than their availability, the suppliers are in a greater position to bargain for higher prices. Simultaneously acting forces of demand and supply, if negative, which is likely under such a scenario, leads to lower profitability prospect for the business

Buyer Power, aka demand, consists primarily of demand function:(2) variables such as the demographic distribution, number of customers, taste and preference, price sensitivity (price elasticity), etc.

If you are an established firm, industry analysis is still necessary since modern market is dynamic is nature, thus entering and existing in an industry is a repetitive occurrence. Such businesses look to acquire market share from you by offering greater value in their products or their presentation, by advertising implied superiority.

Substitution effect is the tendency of buyers to switch from one product or a similar product’s brand to another.  A substitute product is one that may offer the same or similar benefits to a buyer as a product from another manufacturer/industry. An industry with a higher threat of substitution is less likely to yield higher rates of profitability.

Things to keep in mind while choosing your industry (Industry Analysis)

Three major variables to keep in mind before initialising an Industry Analysis are following-

Company stakeholders, strategy mind map, business concept

Stakeholders(3) are parties that have something on stake with the business. For example, equity investors or the government. Their policies and preferences should be kept in interest while forming a business plan in the industry.

Competitor analysis inforgraphic

Your existing competitors and their policies/ business structures / producing or purchasing patterns greatly affect and define your own business model. For example, for a startup it is best to adhere to existing, fairly profitable practices than going overboard with experimentation. You can read more about startup marketing here.

Distribution networks

Supplier power included, this defines the range of distribution, demographically targeted, and therefore the resulting buying patterns. Distribution patterns define the prospects of growth by showing the targeted market, effective distribution systems, and sales prospects.

Another factor under ‘distribution’ is the distribution of resources. How limited resources are distributed among your competitors and you, such that maximum profits could be yielded, is another factor to be kept in mind while performing Industry Analysis.

We Can Help!

Symphysis specializes in market structure and strategy. Every day we meet clients from around Greater Seattle for one-on-one training and consultation. Our marketing services extend to businesses of all sizes, family and enterprise. For more information, call or text @ +1 (425) 390-4738.


  1.  Producer Goods are goods used in the production process (manufacturing) by the producer. These are not meant for end use and are rather a means to an end.
  2. Demand Function is the culmination of various factors affecting demand for a commodity/service, like price, taste, taxation, weather, etc.
  3. Primary stakeholders of a business are owners (shareholders in case of a company), customers, employees, suppliers, and government.

Identifying and carefully implementing your targeted marketing strategy is one of the most important success factors for any business. This article takes a brief look at the concept of Targeted Marketing, describes the targeted marketing process, and provides tips on finding your ideal market.


  1. What is Targeted Marketing?
  2. The Targeted Marketing Process: STP (Segmentation, Targeting, Positioning).
  3. Online Targeted Marketing.
  4. How to find your ideal market (conclusion)
  5. Footnotes

What is Targeted Marketing?

Targeted Marketing refers to aiming marketing efforts at a specific audience by using marketing mix,(1) resources, and budget. It is advertising and promoting your product or service to a particular and predefined set of customers, who are the most likely to purchase the product. In other words, targeted marketing aims at limiting the number of people you advertise your product to so that the promotion reaches the demographic which is most likely to purchase the product with minimal cost.

Targeted Marketing is especially useful for small businesses. Various strategies and variables are involved in targeting, such as age and gender, geographical location, season and weather, consumer’s preferences, etc. Targeting also largely depends on the product itself. For example, a product of women’s winter clothing will be advertised in winter or in the pre-winter season in a place where potential female viewers are likely to see it.

Check out the AMA definition of Targeted Marketing Here.

The Targeted Marketing Process: STP (Segmentation, Targeting, Positioning).


Segmentation is the process of dividing the potential market as a whole on identified bases so that the business can select the most profitable segment to advertise to. For example, in our previous example of women’s winter clothing, let’s say we divide the market in two segments on the basis of income. Now, if we are manufacturing expensive clothes, we will be targeting our advertisements to women with greater income levels, and vice-versa.

It is important to identify the ‘basis’ beforehand, which must be something most relevant to the organization’s long-term goals such that profit maximization is possible. For example, for an organization looking to expand its area of operations, it would be beneficial to go for a geographically-based segmentation. That is figuring out where the highest number of potential customers reside and then expanding the business accordingly toward that area.

Targeting is the process of actually making the decision as to which identified segments the product should be marketed to. A business must take in consideration various factors like distance, budget, ROI(2), etc. and decide which segment maximizes the profits and other gains, such as goodwill creation at minimal cost.

A promotional and advertisement campaign is only successful if it resonates with the audience. Positioning emphasizes exactly on that, involving decisions and steps to follow that describe how the campaign is presented to the target audience. In other words, positioning is the actual placement of the marketing campaign in front of the segmented, targeted audience.

Online Targeted Marketing

Social Media Marketing Solutions
Symphysis can manage and optimize all your social media campaigns to achieve the goals of your business.

Online targeted marketing is becoming increasingly popular due to its convenience and larger demographic coverage, which compliments the parallel increase in shipment-based selling like home delivery and online sales.

Online targeted marketing is carried out through various popular websites that present a referral link from where your product can be purchased. It justifies the ‘targeted’ aspect as the advertisement is directed towards the website users who actively show interest either in ways that suggest that they are prone to purchase or are at least interested in such products or services in a general way. For example, a user who visits a page titled ‘Cool Tattoos’ on Facebook may receive an advertisement for a nearby Tattoo place, based on whether they have opted to show location (in which way another segmentation strategy, ‘geographic segmentation’ is availed, and strengthened the possibility of the advertisement showing up). However websites do not publicly reveal their exact targeting algorithms, since that way it would be easily exploitable.

Another type of online targeted marketing is Search Engine Optimization (SEO) for your own website to generate an organic customer base. By posting relevant content on your website you can improve your search ranking. Which is the position your website’s content is displayed when someone makes a search content relating to content on your website. You can read more about Search Engine Optimization here.

And finally, the most successful and free approach to generating organic customers is social media presence and activity. Operating pages under your brand name and posting relevant and relatable content of value for the potential customer is another way of building goodwill for your firm. Simply generating advertisements isn’t marketing. It consists of various other variables like Product, Price, Place, and Promotion(1). Advertisement is merely one of the marketing strategies under promotion. This is especially important for startups looking to acquire a share in an already competitive market. You can read more about Startup marketing here.

How to find your ideal market (conclusion)

Targeted Marketing involves a lot of planning and strategizing. It is impossible to launch a successful marketing campaign without necessary, in-depth market research beforehand. Looking at consumer trends and strategies adopted by rival firms, and then forming a segmentation strategy is helpful. After such trend analysis, you should select the segment which is most lucrative and has potential of shifting brands to yours, which offers them some superior, psychological or real value.

We can help!

Symphysis believes in marketing from the ground up. With our team of dedicated experts we can help in locating your ideal market, segmentation, search engine optimization, and create your own successful brand. For more information call or text @+1 (425) 390-4738 for a free initial consultation.   


  1. Marketing Mix consists of four major variables: Product, Price, Place, and promotion. Product Mix is decisions regarding your actual products, such as labeling and manufacturing. Price Mix refers to the pricing decisions (cost-benefit analysis). Place Mix includes decisions pertaining to physical production, transportation, and distribution of the product. And Promotion Mix refers to the decisions involving the tactics and strategies to inform the potential customers about your product.
  2. Return on Investment (ROI) is the calculation of expected or actual rate of return (gain) on the amount invested. For example, on an asset worth $500, the return of interest is $75, then your ROI is 15%. 15% is usually considered a healthy annual ROI, though it also depends on other factors such as rate of depreciation.


  1. Definition and Importance of Advertisement
  2. The Three Major Advertisement Media
  3. How to Target your Ideal Market.
  4. Conclusion
  5. Footnotes

Definition and Importance of Advertisement

Advertisement is a part of the promotion mix(1), along with variables such as PR or Personal Selling (Door-to-door selling), which aims at informing customers and inducing potential customers to purchase a firm’s products or services. It is impersonal and constitutes an identified sponsor. In other words, it’s a brief presentation of the appealing characteristics of your product or service, to inform general or specific public about the availability of your product.

Advertisement is an essential strategy to follow in today’s extensively competitive markets. The main difference that convinces someone to choose a particular brand over another, especially for startups, is creating a product of superior value (psychological or real) for the customer. Advertisement aims at both of these aspects, by informing the customer about the product’s actual superior value, and attempting to resonate in their minds with a catchy and indulging presentation. You can read more about startup marketing here. 

Various Types/Methods of Advertisement Media

The most common and effective advertisement media are:

Billboard physical media outdoor advertisement

The most popular method of advertisement is Physical media, such as newspapers, pamphlets, and brochure distribution (Print media). As well as billboards, vehicle advertisement/vehicle graphics, and digital billboards (Outdoor advertisement). Physical media is suitable when the area of distribution is limited but the product has rather generic use, so that each person who stumbles across the advertisement is a potential customer. These are widely used by local businesses. However, these are adopted by larger companies to convey such generic products, primarily because it often leaves a long-term effect in the viewer’s mind due to its physical nature.

Different types of Physical Media are-

  1. Newspaper/ Magazine advertisement (Print media)
  2. Pamphlets and brochures
  3. Billboards and vehicle advertisement (Outdoor advertisement)
Running ads on social media platforms

Digital media has become the most convenient, effective, and profitable method of advertisement in the modern age due to its never-ending growth of customers. There are various methods to do this, such as running ads on social media like Facebook or Twitter, direct emailing (subscription based), posting relevant content on your website (such as blog or vlogs), and attracting SEO(2) based customers, etc. The dynamics of digital media are ever-evolving with altering algorithms and updates. However the major player for a successful advertising campaign to be retained is its relativity to the target audience. The campaign must maintain relevance and evolve alongside its target audience. Marketing itself is all about keeping up with the dynamics. Developing a good social media community is also an effective and necessary digital marketing method to build a strong, organic customer base.

Broadcast media tv radio music

Another popular and effective way of advertising is broadcast media. This primarily includes radio and television. Relevance is of the utmost importance in broadcast media. For example, you see toys being advertised on children’s channels mainly and not on news channels. Similarly, sports gear is advertised on sports channels. This presents the concept of Targeted Marketing(3) and its importance in a clearer sense.

How to target your ideal audience (Targeted Marketing)

Targeted marketing

For a detailed article on Targeted marketing click here

The most common and important question about Advertising following "How to market" is "who to market to." Advertisements on Billboards and Flyers do not have a specific targeted audience, everyone sees those advertisements and hence they are mostly used for everyday products such as grocery or technological products.

However that is not commonly the case with businesses and Startups. The product/service offered may be of any specific usage for specific audience or even a niche product with a small audience. It is preferable to identify the potential customers who are likely to buy the product and advertise primarily to those consumers to increase return on investment. For example, pet supplies to people with pets or toys to children.

This is where targeted marketing comes into play. It is the process of identifying the demographic most likely to purchase your product and advertising primarily to them. For example since kids are most likely to demand for toys, ideally ads for toys are mostly run on kids' TV channels. However nowadays the most effective Targeted marketing tool has become social media like Facebook and Instagram. By choosing to show your ads to people following specific interests, social media sites makes it way more convenient and cheaper to target your potential customer base.


Business marketing strategy

We have mentioned in the previous articles from our "Marketing How To" series that marketing strategies are almost always dynamic, subjective, and need to be targeted. A non-targeted marketing plan, except for generic products, is inevitably destined to fail. To understand advertisement you first need to understand your specific market's needs and wants.

We Can Help!

Symphysis offers marketing consulting for businesses of all sizes. With the right analytics and targeting process, we can help develop a brand persona that attracts your target audience. For more information call or text @ +1 (425) 390-4738


  1. Promotion Mix refers to a number of promotion techniques that a business uses to inform and induce the potential customers to buy its products. These primarily include- PR, Advertisement, and personal selling.
  2. Search Engine Optimization (SEO) is a set of techniques used to improve your site’s listing in search results. This is accomplished with various methods, including using relevant keywords on your website, generating backlinks, posting quality content, etc ranging between 'black-hat' and 'white-hat' methods.. You can read more about Search Engine Optimization here.  
  3. Targeted marketing, as the name suggests, refers to the marketing methods directed at a particular group of individuals who are most likely to be interested in purchasing your product or service. Read more about Targeted Marketing here

How to Market to your Ideal Audience (Targeted Marketing)

How to research about and start strong in your ideal industry (Industry Analysis)

How to gain a competitive advantage in your industry (Competitor Analysis)

How to gain a distinguished Brand Identity

The Basics of Search Engine Optimization

The Importance and Essentials of Startup Marketing



When every market form seems to have taken a cut-throat form of competition, marketing for a startup is more hectic and trickier than ever. This brief article outlines the importance of startup marketing, as well as tips on how to start a successful marketing plan.

Startup marketing plan

The following queries are tackled in this article.

  1. The importance of Startup marketing.
  2. The essential strategies of Startup marketing.
  3. Conclusion

The importance of Startup marketing.

New product launch

To establish your brand in a competitive market, brand recognition is an absolute necessity. While the product itself is a huge factor in this, a catchy and relevant brand name is the only way to gain recognition for such a product. This eventually leads to generation of the most important marketing tool for a startup: Word-of-Mouth Marketing. You can read more about branding here.

As a startup, the prospect of earning profits is more important than actually earning profits. Brand is not something you create but something you gain, by product differentiation and offering superior value to the potential customer. From now on, this article will assume the product created is of superior value to the potential customer than those already available.

Now that our valuable product or service has been finalized and ready to be launched, we will take a look at the essential strategies for Startup marketing.

The essential strategies of Startup marketing.

Planning marketing campaigns
Planning marketing campaigns

Choosing a specific market for targeted launch of your product is a very effective marketing strategy for a startup. Even if the product is meant for popular and generic usage, targeted launch is still preferred because it generates credible word-of-mouth marketing from those who regularly use the product/service. It is essentially identifying what market and what segment of the market has the most potential for purchasing your product, then advertising to that part of the market specifically.

Comparative presentation of yourself is basically calling your brand or your market inferior to another. For example, you (XYZ, an accounting firm) aren’t the Microsoft of accounting. You are XYZ. This painfully pervasive tactic appears amateur and doesn't produce long-term results, especially for startups.

Aggressive Selling (focusing on immediate sales by advertisement rather than building up a customer base) can only work for a short-term firm constituted for a particular project. It is a huge obstacle for a firm looking to acquire market share from an established market.

Customer Engagement, on the other hand, is an essential. As is evident by the ever growing need of a good Customer Support, engagement and reliability on the organization from the customer’s side helps build the brand. Occasionally this works faster than any other marketing method.

By offering Quality Products/Services, Customer Engagement, and acquiring brand recognition, a brand builds itself. But not by aggressive brand-forcing, trademarking, advertisement, etc. A lot of failed startups make the mistake of focusing on Brand Establishment and not Brand Recognition. A brand is built once a strong, satisfied customer base has been built.

An extension to the previous point, word-of-mouth marketing is perhaps the most important marketing strategy for a startup. A satisfied customer has a habit of recommending products and services or running independent forums and discussions about the product/service, etc. The main focus should be for the firm and its product to be of some superior value to the potential customer.

Establishing a good network among your market and competition is another essential. It is basically a means of recognition in the sellers’ side of the market. This can be accomplished by attending workshops, meetups, and other networking events and joining forums on various websites like Facebook and Reddit.

Do not waste money on trademarking/advertisement as a startup without proper budgeting. It is very popular among failed startups to spend thousands of dollars on unsuccessful, compulsive, and aggressive marketing. Instead, invest on methods that work best for your market following the very important market research.

An extension to point one, having all the relevant, well-researched data expressed in quantitative terms is a requirement for effective startup marketing. This is often overlooked or disorganized, leading to great losses and even complete failures for startups.

Not all of these marketing tips will work for your startup. The concept of startup marketing is a dynamic, conditional, and subjective one with variables running from 0 to 100 every day based on trends and customer behavior. Therefore, if a particular method does not work for you, pivoting and redirecting efforts is the only option to stay current and moving forward.


Business strategy

At its core, Startup marketing is about customer satisfaction. We have not mentioned the obvious tips like ‘advertise’ since it is the base, hidden variables that run those surface tactics. The most important things are to understand the dynamics of your market identify your target audience. Change is the only thing that is constant, so continue researching your target demographics and pivot when necessary to continue offering valuable products.

Making a startup successful is difficult and time consuming. In fact, most startups never even report profit or success. The path of entrepreneurship is all about facing and beating challenges so do not let the failure stories discourage you. Once you understand what works for your specific market, marketing becomes easier to manage.

We Can Help!

Symphysis specializes in market structure and strategy. Every day we meet clients from around Greater Seattle for one-on-one training and consultation. Our marketing services extend to businesses of all sizes, family and enterprise. For more information, call or text @ +1 (425) 390-4738.

In a society where markets are driven primarily by customer convenience and online discoverability, Search Engine Optimization (SEO) is an important brick in building a successful brand and driving traffic to your website. This brief article from our "Marketing How To" series takes a beginner’s in-depth look at the basics of SEO and tips on how you can you use it most to your own advantage.

The following queries are tackled in this article.

  1. What SEO is (Meaning and Definition of SEO).
  2. How is SEO an integral marketing strategy?
  3. Black Hat vs White Hat SEO.
  4. On Page vs Off Page SEO.
  5. Back Links and the Credibility Spam
  6. SEO Tips for utilizing SEO to your best interest and increase Ranking and Discoverability.
  7. What NOT to do.
  8. Footnotes

What is SEO (Search Engine Optimization)?


When you post content online, the main objective for the post is to make it discoverable to your target audience. There are two primary ways to do that. The first way is advertisement: paying websites with decent traffic to drive their users to your content. But the obvious flaws with this tactic is the audience attracted is often temporary and new startups and small businesses or organizations cannot invest a great deal in such advertisement.

The second and more effective way of generating long-term organic audience for your content is Search Engine Optimization (SEO.) Search Engine Optimization is the process of customizing your website to appeal to search engines. This can be accomplished by having relevant keywords to the topic of your site, a layout that Google (or another search engine) thinks is organized, and fast load speed. Google wants to show it's customers the best and fastest results that relate to their search queries. When someone does a generic or specific search on Google relating to the topics on your website, your pages with relevant content show up higher in search results. Generally, people will click on the first result they see, therefore increasing the traffic on your website.

How is SEO an integral marketing strategy?

In a dynamic online marketing environment, discoverability is one of the most important factors to staying ahead of the competitors. During a time of home delivery and on-call services, customer convenience is very important. Search Engine Optimization targets that precisely, along with building goodwill(1) for your brand, by attracting more and more people to your website. By increasing organic visits to your website, SEO ensures a dynamic buying cycle(2) for the products and services offered.

Black Hat vs White Hat SEO.

Black Hat vs White Hat SEO infographic

Black Hat SEO refers to the techniques and hacks for generating short-term audience for your website. These techniques include keyword stuffing (Including repetitive chosen keywords in your content), content scraping (Republishing your RSS links to different sites for backlink generation), comment spams (on different comment-enabled websites with links backing to your own website), cloaking (Showing different content to visitors and search engines), etc. Search engines bots, such as Google Crawler(3) do not appreciate Black Hat SEO methods, and upon identification, websites using them can be penalized or even banned.

White Hat SEO, on the other hand, emphasizes primarily on the content of your website. Methods such as better UI (User Interface), Keyword Research and Optimization, Speeding up the load time, and attracting backlinks from reputable websites are the main methods of white-hat SEO. Contrary to Black Hat SEO, it is a long-term marketing tool which focuses on generating organic audience and building an organization’s goodwill.

On Page vs Off Page SEO.

On Page vs Off Page SEO infographic

On Page SEO is essentially optimization based on what is actually on your webpages. This is altering and modifying the content on your website to increase discoverability. A simple SEO checklist for On Page SEO is:

The contents of the page should be relevant to the desired search results. Relevant content increases the chances of appearing in organic search results and reduces bounce rate(4).

The content should be inclusive of various relevant keywords (the actual words that users type in search engines) with a recommended ratio of 2-5:100 words. These words/phrases should be mentioned at least a few times in the content. Although it must be made sure that these are not spammed.

Behind every page there is coding and structure, with important factors such as Title Tags, Heading Tags, and Meta Data. Title Tag is the clickable link that shows up on the ‘Search results’ page of a search engine. Heading Tags are the particular heads of the page (for example ‘Black Hat vs White Hat SEO’, ‘What NOT to do’, etc. headings in this article). Metadata is the part of code that describes other parts of the code.

Off Page SEO is basically your online reputation based on other relevant websites. It is a long-term optimization method. There are no direct alterations to the content of your website involved. Our simple SEO checklist for Off Page SEO is:

Social activity is increasingly becoming an important factor for SEO. Google Crawler checks all relevant sources eventually backlinking to your main content. And although its exact algorithm is unknown, various trial-and-error experiments have shown significant direct impact of social media popularity and search engine ranking.

Acquiring backlinks from reputable and relevant websites for your content is the most important Off-page SEO factor. Links between websites create a web that search engine crawlers can follow to determine the quality and relevance of websites within the web. Bots like Google Crawler recognize both quality and quantity of backlinks.

Guest blogging is an effective way of getting backlinks from popular websites. As a guest blogger, you submit blogs to other more popular and relevant websites with backlinks to your own content. Upon acceptance, such blogs and content creates a decent backlink base for search bots.

SEO Backlinks and the Credibility Spam

Tiered back links are a black hat SEO tactic and not recommended
Tiered Back linking.

Backlinks are off-site links pointing at your website. They play a significant role in Search Engine Optimization. Due to the popular misuse of such backlinks, search bots have become highly vigilant in identifying spam (such as Tiered Backlinking(5)). That means backlinking from your own secondary WordPress or Wix or any other suspected spam sites does little to harvest organic audience. On the other hand, backlinking from more popular and credible sites helps way more in increasing search ranking.

SEO Tips for Increasing Ranking and Discoverability.

  1. Make sure to post original, valuable, relevant, and quality content.
  2. Make sure that your clickable URLs and Permalinks are sensible and readable.
  3. Make sure to reduce the load time of your website by removing anything that slows it down, like extra code. You can check your load time and view tips on how to decrease your load time on websites like or
  4. Link to other websites with relevant content. This builds your own reputation as a trustworthy and relevant site.
  5. Acquire Backlinks from other sites by using methods mentioned above under ‘Off-Page SEO’.
  6. Create a social media presence and accountability for your content.
  7. Research. This is a very important strategy for Search Engine Optimization. Paid tools such as Semrush tell how many backlinks a particular site is using, what keyword ranking they have, and where they acquire their reference from. A free but less accurate way of doing this is by adding the Keywords Everywhere extension tool to your Chrome or Firefox browser. Ahrefs also offers a free backlink checker tool, with paid options to view more data. For a more comprehensive list of research tools, visit our article: Best Paid and Free SEO tools in 2019.

What NOT to do.

I have mentioned it before and would again, don't get banned trying to gain search priority. Spamming of any kind could easily be detected by search bots and will penalize your whole site. Tiered Backlinking was considered a hack to this, but Google’s algorithm is perpetually changing, and even that is an unsafe bet.

We Can help!

Search Engine Optimization can be a tricky concept to understand and even trickier to tackle. Symphysis maximizes the number of times you appear in organic search queries. Our SEO team begins by reducing loading time, improving image quality, removing leftover template code, implementing analytics, all while improving keyword ranking. For more information, call or text +1 (425) 390-4738.


  1. Goodwill is a long-term intangible asset of an organization. It is basically the organization’s reputation among its customers and the general public. It helps attracts customers and builds their trust in the organization.
  2. Buying-cycle, which occurs between two purchases, is the process that a customer undergoes before buying or renewing a product.
  3. Google Crawler is Google’s inter-site navigation block that navigates through various backlinks on different sites to a particular site.
  4. Bounce rate is the amount of users who leave the site before making a conversion. It is a crucial SEO factor as search engines do not prioritize websites with a high bounce rate.
  5. Tiered backlinking is a form of spam backlinking where a person with multiple websites links them through one another tier wise. For example, suppose you have nine websites, Sites A-I, and A is your primary site. In tiered backlinking you would link Website B to, D, E and F; and website C to G, H, and I. And then you’d link site A to B and C, which are more credible and relevant. Google Crawler will eventually find its way from site I to A, assigning it multiple backlinks.

The concept of branding is a tricky one and could easily be confused with other aspects of marketing such as Advertisement and Trademarking. This brief article explains the definition of Branding along with its importance, what makes a "good brand," and emphasizes the need of a good branding strategy.

Branding a business
Branding is an important aspect of a marketing strategy.

The following questions are addressed in this article.

  1. What is Branding?
  2. Why is Branding so important?
  3. What makes a good Brand Name?
  4. What makes a good Brand Mark?
  5. Conclusion.
  6. Footnotes

What is Branding?

According to The American Marketing Association, a brand is, "A name, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of another."
Legally registering a symbol or words for use in a company's brand is termed, "trademarking." A brand may represent one item, a family of items, or all items & services of that business. If used for the firm as a whole, the preferred term is trade name.

A brand is essentially synonymous to a firm’s goodwill(1), that is, the reason why a person is compelled to buy from a firm more than once. It is a relatively superior long-term marketing tool, emphasizing on the psychological benefit of a feeling of belonging. In other words, Branding helps the product’s recognition in any competitive market. Brand could be a Brand Name, Brand Mark, or Trademark(2, 2.1).

For example, in a market of over a dozen identical yet differentiated products (Monopolistic Competition(3)) of shoes or fast food, the Nike Swoosh, or McDonald’s signature "M" is effectively used to differentiate their products from others, build goodwill, gain recognition, and increase customer confidence.

Why is Branding so important?

In any form of competitive market, product recognition is one of the most important factors in convincing a potential customer to choose one product over another product of similar value. The potential customer, attracted by the product’s advertisement variables like packaging, labeling, communication, and branding, buys the product. The product being of superior value to them, psychological or real, would lead to the development of the most crucial advertisement method for a new brand: Word of mouth, or referral marketing.

Word-of-mouth marketing is when a customer advertises a product to raise a brand's goodwill, and therefore sales, by recommending it to their peers and associates. It is because of Word-of-Mouth marketing that the biggest brands gain popularity. Consumers prefer purchasing products that have been purchased and tested before. Consumers often look to reviews to save time and money on a product that wasn't worth their time.

In other words, branding helps create superior value to the potential customers in a market segment. It helps them view your product as a superior alternative to other similar or differentiated products serving their needs. Without proper branding, there is no way of recognizing the product and purchasing it from the previous producer. This leads to a fall in overall sales. This is also the case when the Brand name is poor, not memorable, and difficult to recognize.

What makes a good Brand Name?

Coca-Cola Logo an example of a good branding image
Coca-Cola is a great example of branding gone right, as one of the most recognized brands in the world.

A good brand name is catchy, relevant, and audibly pleasing. For example, in Coca-Cola, the ‘Cola’ suggests relevance to the product of soft drinks offered and the two C's sound catchy and are audibly pleasing. Similarly, Microsoft’s ‘Micro’ suggests technological relevance. In general, a good brand name should have the following characteristics:

What makes a good Brand Logo?

Best brand logos and what makes a logo good.
Best brand logos and what makes a logo good.

Similar to brand name, a brand mark (logo) should be relevant, eye-catching, suggestive, and capable of legal protection. Apart from this, emphasis on research for creation of a brand mark should be given priority since visual appeals have a much greater engagement rate when it comes to startup advertising. However, sometimes irrelevant and experimental brands gain great recognition, such as Wendy's or Apple, whose logo and name do not suggest any relevance but are some of the biggest brands in the world.

This is why it must be kept in mind that while brand creation is a priority, it can end up playing little under the dynamics of business environment. Factors such as advertising, Startup Marketing, Search Engine Optimisation, Targeted Marketing, Industry Analysis, etc. play an important role as well.


Branding is one of the most valuable aspects of Marketing. It is perhaps the only way a firm stands out in a competitive market. It is the pillar of building goodwill, which is crucial for any organization’s long term success,. It is important to deal with the process of branding with vigilance and under experienced guidance to develop a brand with a lasting effect on your consumers.

Symphysis Marketing Solutions offers persona and branding strategies that are ever-changing. We’ll help you build an identity for your business that captures the attention of your target audience. Our branding strategies are integrated across various social media platforms and digital marketing media.

For more information call or text us @ +1 (425390-4738


  1. Goodwill is a long-term intangible asset of an organization. It is basically the organization’s reputation among its customers and the general public. It helps attracts customers and builds their trust in the organization.
  2. A Brand generally has three components, Brand Name, Brand Mark, and Trademark. 2.1. Trademark is the part of Brand which has legal protection. 
  3. Monopolistic Competition is a form of general market where similar types of products are sold with little differentiation among them. For example, various brands of toothpaste are similar but brand recognition drives much of a consumer's decision to buy one over the other.
  4. A single brand name can be used to sell different products, which may or may not be the same as its parent firm. This is the difference between a firm’s name and one of its registered trademarks. Note that while the firm’s name could be used as its brand name, the opposite can only be the case when both are same.
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Symphysis Marketing Solutions, LLC 
A business development firm focused on growth strategies, branding strategies, and data-driven marketing for enterprise businesses, start-ups, and small businesses.