Solar Eclipse in South Florida on August 21, 2017 Online Marketing

Big Brands Recognize Solar Eclipse as Marketing Opportunity

Turnaround, bright eyes. Everywhere you go, someone is talking about the upcoming solar eclipse. As for us, we are comfortably nestled away in Delray Beach waiting for Monday, August 21, 2017, at 1:26 p.m. for the action to begin. But, who’s counting?

In the meantime, we’ve been eyeing all the companies out there who are making a few extra bucks marketing everything from solar eclipse glasses to delicious treats and ocean cruises.

Krispy Kreme’s Chocolate Glazer

For the first time ever, Krispy Kreme will sell a chocolate glazed donut. It will be available at 20 stores listed on their website during special hours on August 19 and 20.

From social media to video marketing, Krispy Kreme has our sweet tooth curious.

If you are eager for this tasty treat, you’ll have to head to Broward or Miami-Dade counties to check it out. Palm Beach County didn’t make the cut. Shucks.

Royal Caribbean’s “Total Eclipse Cruise”

Our very own Miami-based cruise line is riding the waves too.

Featuring their festive emojis, they jumped on Twitter and other social networks to pitch cruise lovers a chance to watch the eclipse, while voyaging on the sea. They are calling this marketing adventure a “Total Eclipse Cruise” that is “out-of-this-world.”

In order to set sail on August 20, South Floridians will have to take a quick drive up north to Orlando. It might be totally worth it for the monumental moment because Bonnie Tyler is going to be a special guest during the event singing her hit song, “Total Eclipse of the Heart.”

The Chiquita #BananaSun

Our favorite bananas from the Fort Lauderdale area are ripe and ready to peel. They created an enormous fiery yellow banana in the sky that has our attention. They took to Twitter and other social networks with an incredibly catchy video that screams creativity and silliness – our favorite combination.

It’s hard not to look directly at the Banana Sun with dance moves like that!

These are a few examples of some South Florida brands that have mixed their offerings with some clever marketing tactics. What are some of your favorite Solar Eclipse ads out there?

Time For New SEO Content Content Marketing

Get More Leads by Repurposing Content For SEO

Over the years, SEO has evolved continuously. A factor that remained consistent no matter what was content marketing. If a website was going to rank for keywords, you needed to have those terms throughout the site repeatedly. SEOs would create single pages using heavily targeted, highly searched terms with bare bones content. As we fast forward to today, our strategies have shifted.

Now, the recommendation is to keep the content longer with less of a focus on exact matched terms. We want these pages full of rich content that will keep users on the site longer and more engaged. When we look at old blog posts that are outdated and underperforming, it can hurt the site’s overall authority with Google by encouraging higher bounce rates and fewer clicks.
Additionally, both users and search engines prefer to see fresh content. This is of particular importance to news sources and blog posts. When we search “How to write content for SEO,” we get these results:

how to write content for seo Google Search Results

If you came across these results, you’d most likely go for the one dated April 12, 2017. There has been quite a bit of change since 2011, so typically a user would lean towards the most recent post.

Before you start clicking the delete button on those old articles, use this opportunity to plan your next steps towards a stronger SEO strategy.

Redirect or Repurpose?

The next step is to decide what to do with those old articles. You can setup a 301 redirect that sends users to a more recent post on the same topic. The other option is to repurpose the content and make it fresh again.

Determining What Posts to Edit

How do we determine what to redirect, repurpose or leave alone?

First, you need to know how many posts you have on the website. You could use tools like Screaming Frog or another spider tool to extract the URLs. Next, go into Google Analytics and see how many of those posts received a visit organically in the past 90 days. If that landing page showed zero results, it’s probably time to redirect or rewrite.

To make things easier, we created this Blog Repurpose Template to help you.

Repurposing Old Content

Once you have decided on what content to repurpose, it’s time to come up with a plan. Since each article may need a different strategy, we put together some ideas to get the creative SEO juices flowing.

Low-hanging fruit. This is an opportunity to look at the posts that are ranking, but not quite reaching their full potential. If it’s hanging around position 7 to 15, then this would be an excellent opportunity to freshen up.

Images. You don’t always have to focus solely on the content. Images are another great way to optimize an old post. Update the pictures and screenshots and include optimized ALT tags.

Comments. If there were discussions or questions in the comments that seem relevant to today consider updating that article using some of the feedback that is right in front of you.

Structure. You could also consider updating the headers, title tags, meta descriptions, bulleted lists, etc. These small changes can make a huge difference to a user’s experience on the site.

Once those edits are complete, update the published date on the blog post to a more recent time.

Tell All Your Friends

Now you’ve spent all this time updating old articles. It’s time to drive traffic back to those pages. You can promote the pages through your social media channels, email your list and reach out to influencers.

Email Marketing

4 Email Marketing Hacks for Do-It-Yourselfers

At NewEra Collective, we work with a wide range of clientele from big brands with big budgets to smaller mom-and-pop organizations who save money by managing some marketing initiatives on their own. In one of our recent meetings, a client asked for our advice on her email newsletter and I realized that the simple advice we gave her would be helpful to all of our small business clients.

We successfully manage email marketing for a number of clients in various industries, but these are quick tips for do-it-yourselfers. Here are four ways to do email marketing like a professional.

  1. Include an image or video.

Your first inclination is probably to send a lengthy newsletter with updates on your products and services. Before you sit down to write, let us caution you. In an overstimulated world that is increasingly prone to scrolling, all demographics tend to be more attracted to images than they are text. If you want to hold your recipient’s attention, include beautiful, high-quality images that complement the subject matter, and keep the text short and to the point.

You may want to consider using a video newsletter instead of a written one. Just check out these recent statistics from insivia:

  • Using the word ‘video’ in an email subject line boosts the open rates by 19%.
  • 4x as many customer would rather watch a video about a product than read about it.
  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
  1. Include a Call-to-Action

What is the purpose of your email? What do you hope to accomplish by sending it? The answers to those questions should help you determine your call-to-action.

Although your email marketing should be educational and provide value to your readers, it should also provide a clear next step. Some examples include:

  • Shop now.
  • Make an appointment.
  • Learn more on our website.
  • Follow us on Facebook.

Don’t leave your readers hanging. Tell them what to do next.

  1. Include links to your website and social media pages.

A huge advantage of email marketing is that it can drive traffic to your website. Whether your email talks about an in-store sale, a new employee, an industry trend or a change in your hours of operation, give your readers a reason to visit your website and be sure to include the link. With most email marketing programs, you can include links in your images, as well as in your signature and the body of your email.

Don’t forget to include links to your social media pages, too! You can simply place small social media icons in the footer of your email or below your signature with hyperlinks.

  1. Make sure it’s mobile friendly.

In 2017, more email is read on mobile devices than desktop or laptop computers. Therefore, it’s critical that your email looks good on iPhone, android and tablet. Many email platforms include a mobile and tablet view, so you can easily check those layouts before sending. At the very least, send the email to yourself and open it on your phone to see how it looks.

There you have it – four email marketing hacks for do-it-yourselfers. Let us know in the comments if you have any questions!

newera collective google ad grant delray beach fl News

NewEra Collective Announces Partnership with Big Brothers Big Sisters…

NewEra Collective is excited to announce our partnership with Big Brothers Big Sisters of Palm Beach and Martin Counties, Inc. Our local chapter of BBBS has been accepted into the Google AdWords Grants program, which entitles them to receive $120,000 in in-kind advertising each year. 

We are proud to support the BBBS mission by donating $18,000 in annual pro bono services to manage the Big Brothers Big Sisters of Palm Beach and Martin Counties account in Google AdWords. With our experience and expertise in search engine marketing, we will be able to develop high-quality ads to help them reach more volunteers, more donors, and more children and families in need. With our help, BBBS will reach more people who are searching for nonprofits in our local area on a daily basis.

About Google for Nonprofits:

No matter how your nonprofit makes a difference, Google’s nonprofit resources can help you connect to the people who matter, increase support, and raise greater awareness on a global stage. Google offers free resources for qualifying organizations including G Suite, Google Ad Grants, YouTube Nonprofit Program, Google One Today and Google Earth Outreach. Click here to learn more.

About Big Brothers Big Sisters of Palm Beach and Martin Counties:

BBBS provides at-risk children ages 6-18 with volunteer mentors who serve as positive role models. Since 1986, the organization has provided mentors to children in Martin County and since July 2010 in Palm Beach County. Big Brothers Big Sisters of America (BBBSA) recognized the Martin County organization in 2007 as one of the 35 best performing agencies nationwide. BBBSA recognized CEO Bill Bee as “CEO of the Year – Small Agency Category” in 2007. South Florida Business Leader Magazine ranked BBBS Martin County in 2009 and again in 2010 as one of the top 100 South Florida small businesses. Visit to learn more.

About NewEra Collective:

NewEra Collective is a boutique marketing agency based in Delray Beach, FL. We specialize in helping small businesses get found online through various digital marketing services including Search Engine Marketing, Search Engine Optimization, Social Media Marketing, Email Marketing and more. NewEra offers Google AdWords Grants management for approved nonprofits who need help spreading their message and reaching a larger audience to further their mission. Click here to learn more about our nonprofit service.

At Big Brothers Big Sisters of Palm Beach and Martin counties, the mission is to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever. We are honored to have the opportunity to partner with such an exceptional organization and help them further their mission in our local community. 

differentiate delray beach small business Branding

2 Ways to Differentiate Your Small Business

Whether you are selling a product, a service or your own personal brand, you will inevitably face competition. Your survival will be determined by your ability to differentiate yourself in the marketplace and there’s really only two ways to do that.

  1. Create a unique angle.

If you charge a premium for your product or service, you must be able to justify it during the sales process and throughout the entire consumer relationship. As an expert in your field, you know what makes your business better than your competitors. If you don’t find a way to articulate the difference, you lose the business anyway. Maybe your product is far superior, your service is much better and you have more experience and talent than the guy down the street. Is that message being clearly communicated to your current and potential clients?

Regardless of industry, a common complaint we hear from our clients is that their biggest competitor is charging more money and providing an inferior product or service. In many cases, the competitor wins business because they’re better at sales or seem to have more experience in the field. The problem is that many well-known businesses with big name clients end up putting an inexperienced, junior team member in charge of their most valuable accounts. The owners and executives are busy leading teams and winning new business for the company, while clients unknowingly receive a less-than-stellar service from an unqualified staffer.

Does that scenario sound familiar? Use it to your advantage! Your unique angle should be that every project or account is managed by the owner and/or a senior team member who personally ensures the best return on your client’s investment. Small businesses, this is your competitive advantage!

If your business doesn’t fit into the scenario described above, work to identify another unique angle that will differentiate you from the competition and set you apart in the marketplace. Let’s look at Amazon for example. When they started out, they weren’t the only company with an online marketplace, but they established a point of distinction with their free, 2-day shipping for prime members.

  1. Adjust your messaging.

By now we’ve all heard of Airbnb, but fewer of us have heard of Homeaway. Homeaway does the exact same thing and was founded a few years prior, but Airbnb has taken the market by storm based on one simple difference – messaging. While Homeaway coined themselves as a company for vacation rentals, Airbnb used a messaging that is easier to understand and resonates more with the target audience.

Which sounds better to you? A: “Vacation rentals!” or B: “Make money by renting out your home or spare bedroom!”

Airbnb attracted consumers by telling them to stay in Airbnb instead of a hotel room, because it’s cheaper and you get more amenities. That message makes a lot of sense to those who hear it and it got them much further than Homeaway. If your product is easy to use and more accurate than your competitors, make that the focus of your messaging. Even if it doesn’t have all the same bells and whistles, you can capitalize on the positive points and see some major growth.

Sometimes a unique angle or simple shift in brand messaging is all you need to charge past your competition. If you need help determining how to position your business in the marketplace, we can help!

delray beach small business workshop News

Small Business Week in Delray Beach, FL

We’re so excited to host a free Google workshop on Tuesday, May 2 in partnership with Google and Rooster. For small businesses in the Delray Beach area (and anywhere, really), Google products are extremely important for getting your business found online. That’s why we’re hosting this workshop for local professionals during National Small Business Week.

See what Kate and Jackie had to say about Small Business Week in the video below:

If you’re ready to learn about using Google My Business, Adwords, Search Console, Analytics, G Suite and more, be sure to join us on May 2nd.

If you can’t make it, make sure you follow us on Facebook to find out when our next event is scheduled. See you soon!


Get On the Map with Google My Business

No matter how large or small your business is, one of the fundamental steps in achieving a solid online presence is claiming and updating your Google My Business profile. According to Google, 97% of consumers use the web to find local goods and services, but only 37% of businesses have claimed a local business listing on a search engine. If you are a business owner or manager, make sure you know how your business appears online.

Here are three steps to start putting your business on the map.

  1. Search for your business. Conduct a search on the top three search engines, Google, Bing and Yahoo. You may be surprised to find out what is on page one of the search results, and you may even discover that you need to do some online reputation management if customers have left bad reviews.
  2. Check from various devices. 30% of all online purchases now happen on smartphones, so looking good from a mobile device is more important than ever before. Search for your business, visit your social media profiles and explore your website from your cell phone, tablet and desktop to see what your consumers are seeing and decide what changes need to be made.
  3. Put your business on the map. Even if you don’t have a website, one of your very first steps should be to claim your Google My Business page. Visit to search for your local business listing and find out if your business is on the map. If your business doesn’t have a physical location (you work from home, online or at your client’s location), don’t worry! There’s a solution for that, too.

Your local business listing is how you can easily manage the way your business appears across Google search and maps. If someone searches “coffee shop near me,” a local business listing can help make sure your business will appear in the search results AND with the correct, most current information.

Join us on Tuesday, May 2 to learn how to put your business on the map!

If you don’t claim your business page, search engines will do their best to fill out your information for you, but that’s not a gamble you want to take. You want to make sure your listing has the correct name, address, phone number, hours of operation, website, photos, reviews and more. 

In celebration of National Small Business Week (April 30-May 6th), we will be teaming up with Google to host a free marketing workshop for professionals in the Delray Beach area.

If you are a small to medium-sized business owner, a sole practitioner or an independent service provider, this workshop was designed with you in mind. We will teach you how to claim your Google My Business profile and we will touch on important topics like Adwords, Search Console, Analytics and G Suite. Click here to save your seat now.

For this particular event, we also partnered with our friends at Delray Beach startup, Rooster. Rooster is the world’s first Independent Service Provider focused company where providers can find the support, training, and tools they need to build and grow sustainable businesses. If you work for yourself in a service business, Rooster is here to help! They take care of the business side of things, so you can spend more time delivering exceptional service to your clients. Learn more at

Small businesses are the growth engine of our economy, creating 2 out of 3 net new jobs. And businesses that are online grow 40% faster than those that aren’t. If you think your business could have a better digital presence, you’re probably right.

We hope you can join us at the Delray Beach Chamber of Commerce on May 2. Click here to learn more and register. If you can’t make it or want to learn more about how we can help your business, drop us a line.