6 Digital Marketing Techniques to Better Engage Your Audience

The development of digital marketing has continuously changed the way brands and businesses use technology. The key objective of digital marketing is to promote your brand through various forms of digital media. An audience-led approach to digital marketing leads to guaranteed success. These 6 techniques will help you better engage your targeted audience through your digital platforms.

It’s all about the interactive content

Interactive content is a better way to educate, engage and entertain your
audience! This type of content requires your audience’s active participation.
Using interactive content creates an outlet to have a conversation with your
audience. Just remember: personalization is KEY.

Core examples of interactive content include polls or surveys, trivia games, calculators, assessments or brackets. These types of content are designed to stand alone or to layer into existing content. Other examples of interactive content for social media include Snapchat filters and lenses or uploading stories to Facebook, Snapchat or Instagram regularly.

Embrace new social media channels with open arms

There are always going to be new social media outlets. It’s important to always improve your brand awareness and reach. One
must know everything about the up-and-coming social media channels, including
how to use them and what audience is using them. This is an important part of
marketing to learn and take advantage of in order to be ahead of other
companies in your industry!

Create content for R E A L people

While algorithms have helped companies reach their targeted audiences in the
past, users are tired of feeling like they are being “figured out” through these
formulas, so to speak. Create and share content that you are proud to brand. You ultimately want your audience to show a genuine interest in your content to keep the following and have them share with their peers. To do this effectively, it is important to really understand your who your audience is and what they want.

Keep the live videos coming

Today, big brands have started using the live streaming aspect of many social
media platforms to reach their audience in a different way. This shows your
audience the “real people” behind your brand. Your audience will also feel like
they are part of the new product release or the Q&A because they
can truly engage. Facebook and Instagram are a great way to show your live
feed! You could also host a live video on your company website.


Yes, I know that people either love #hashtags or they find them extremely
annoying. However, they work! People actually search hashtags and use them to find exactly what they’re looking for on social media platforms. You should be using hashtags strategically on your social media posts to make sure that people can find them more easily and to help grow your followers. Warning: Don’t overkill it on the #’s though! It’s important to find the right balance for your brand and to use #relevant keywords.

Offer irresistible incentives

Offer your audience incentives for a variety of things: following your page, sharing a post, liking or commenting on a post, tagging a friend in a post, or participating in your survey or assessment. These incentives include doing some sort of giveaway, distributing a sale announcement, offering a personalized discount, or giving a free gift. You can offer incentives on social media, through email or on your website. By creating incentives, you are providing reasons for your audience to engage and participate in your content. *If you are running a contest on Facebook, make sure you are up-to-date with
their latest contest rules!

Need more tips to make your digital marketing more effective? Contact our POTENZA Marketing experts today!

Potenza Inc. wins prestigious national marketing software award

April 3, 2018 — Lafayette’s Potenza, a full-service 360 marketing firm, has won a prestigious, nationwide marketing software award.

Potenza, an Inc. 5000 fastest-growing company for four straight years. has won a 2018 AWA Award  (Automotive Website Award) in Marketing Automation for its 360° Platform.

Potenza CEO Frankie Russo expressed excitement about the honor, edging out some of the nation’s most cutting-edge marketing software developers.

“We’re thrilled to win such a prestigious award and to be recognized as one of the top marketing software firms among our peers,” said Russo.

“This award says a lot about our commitment to finding cutting edge, data- and software-based solutions for our customers, and about the great people at Potenza and the power of teamwork,” said Russo, who started Potenza with his brother, Giorgio Russo, barely a decade ago.

Software products nominated in the Marketing Automation category, a new category in 2018, have helped eliminate the guesswork out of marketing for dealers.

Potenza’s  360° software greatly improves three key areas for the dealer — multi-touch attribution and KPI tracking, automining, and inventory-driven advertising — combined, these tools help dealers measure the efficiency of their marketing efforts, identify where they get their best ROI, and better match customers’ needs with a dealer’s inventory.

The power of data and third-party marketing platforms is leveraged to automate advertising efforts, publishing hundreds or even thousands of real-time, automated advertisements that will be relevant to the consumer.

The 360° algorithms are constantly mining a dealership’s customers, sales, and inventory data in order to match customers with potential sales opportunities.

“This platform saves dealers time and money and, most importantly, helps improve customers’ experience while shopping for a vehicle,” said Russo.



This year, the AWAs took place on March 22nd, 2018—the night prior to the start of the National Automotive Dealers Association Convention. The Aria Resort & Hotel Las Vegas hosted the award show which presented dozens of awards to the best website and technology products on the market for car dealers, and one individual. Throughout the rest of the convention, car dealers can learn more about PCG Companies by visiting Booth #2192C at NADA. For more information about all the winners of the AWAs, please visit http://www.awa.autos.

POTENZA Internships!

We’re all about internships at POTENZA!

Interning with our POTENZA Marketing team is a great opportunity to learn more about the advertising and marketing industry with hands-on experience! We’re all about giving our interns important tasks that deal with real-life clients.

From copywriting to planning exciting events to making social media campaigns, interns will gain tons of knowledge from the POTENZA pros that will be useful in the future. Students currently enrolled in school will be offered to gain course credit during their time at POTENZA. Interns will be eligible for both part-time and full-time internships depending on their course load. We only ask that each intern spends a minimum of 15 hours in the office with us!

POTENZA offers Marketing internships in the Fall, Spring, and Summer. Interns will be given multiple tasks that will require independence, initiative, organizational skills, and professional communication skills. Marketing interns also need to be social media savvy with a strong background in Facebook, Twitter, Instagram, and other social media platforms.

If you’re interested in applying, please send a cover letter and resume to [email protected]! We will contact you to set up a formal interview and give you a tour of our office!

POTENZA Inc. is now a Google AdWords Premier SMB Partner!

We are proud to announce that this month, POTENZA Inc. has officially upgraded to a Google Premier Partner. That means that POTENZA will now have an additional number of exclusive benefits to match a brand new badge of honor, highlighting our long-term success with Google AdWords.

Now, one may wonder what it means to be a Google Premier Partner. Well, besides meeting the highest standards and qualifying criteria, Premier Partners know AdWords inside and out. With everyone claiming to be an Adwords expert, Google created the Google Partner program to help business owners find a team that is qualified to handle the job. The highest level of their program is the Premier Partner, a tier reserved for only a small fraction of all Google Partners that have proven themselves to be the best of the best.

You may also wonder what the benefits of working with a Google Premier Partner are! We can assure business partners that we have done our homework, passed the Google certification tests, and managed to learn everything there is to know to help companies succeed with Google search ads! Google doesn’t award the Premier Partner, or any Partner badge, to just anyone who has passed their tests. All Premier Partners must actively manage and run successful AdWords campaigns, all while being closely managed and watched by Google.

Being a Premier Partner comes with great responsibility. Maintaining yearly certifications and meeting minimum performance standards are just a couple of the complicated tasks required to reach Premier Partner status. Each Premier Partner has a history of building successful AdWords campaigns that convert at a high rate – this ultimately means their campaigns are likely to make more money for your business.

Mastering AdWords is hard, but we’ve done it with the help of our loyal customers. We continue learning and mastering the systems to help us each grow, and we look forward to participating in this outstanding program for years to come. This will allow us to keep providing you the highest level of search marketing management and optimization services available!

7 Important Digital KPIs for Auto Dealers

7 Important Digital KPIs for Auto Dealers

1. Website Visits

Although total website visits is a high-level metric, the data that it can potentially uncover can’t be discounted. Knowing what your overall traffic patterns are (YOY and MOM) can clue you in to any possible issues or opportunities. Examine the changes that caused the dips or high points and if they were intentional or experimental. What components of your marketing mix did you beef up or scale back on? Use these trends for insights and predictions on your marketing mix in the future.

2. Paid Clicks

The amount of clicks you’re getting for your money is another integral piece of your marketing puzzle. Whether these clicks are on search, display, video, mobile, social, email or an ad platform that isn’t known to mankind yet but will be soon, keeping up with how many visits resulted from paid traffic will help you determine what mediums are driving the most traffic.

3. Click Through Rate

Click through rate (commonly referred to as CTR in the biz)  is a great indicator of how relevant your ad is to your audience. If you find your CTR is falling, consider updating your ad creative or including special incentives in the copy. Look at what your direct competitors are doing and make your ads even more engaging.

4. CPC

Although Cost Per Click (CPC) isn’t the most critical metric for judging a campaign’s performance, it dictates the volume you can get for your budget, and makes a great argument for quality over quantity of traffic. This KPI is especially crucial for smaller budgets that need to make sure every click counts.

5. Conversions and Conversion Rate

Knowing if and how often users are taking the actions you’ve labeled as valuable can alert you of plenty of possible insights. Low conversions could clue you in on if your website is difficult to navigate, your contact forms are too long, you’re capturing the wrong type of traffic or if your campaign is converting well and your campaign has great targeting.

6. VDPs

VDP (vehicle detail page) views provide measurable data to connect the dots between website activity and sales. Research tells us that there is a direct correlation between the number of views a VDP gets per day, and the number of days that corresponding piece of inventory takes to sell. In short, more VDP views = less time on the lot.

7. Email Leads

Email leads are not coming in at the volume they once were (making VDP views an even more important metric); however, this is still a good indicator of interest in your dealership’s vehicles or financing offers. Make an effort to know your internet lead closing ratios for each lead provider and adjust your messaging accordingly.

Daisy Glankler graduated from the University of Southern Mississippi with a degree in Advertising. She handled in-house digital advertising in the casino and automotive industries before moving to Lafayette and joining Potenza in 2016. Daisy is part of the Interactive team as the Automotive Digital Manager and spends her Sundays working on her tennis game.

3 Essential Google Analytics Filters

Google Analytics is an incredibly powerful tool, but can appear to be full of misinformation to a layperson viewing raw unfiltered data. Your web analytics may include fake and inapplicable traffic that you were previously unaware of, like hits outside your area of interest or even spoofed visits generated by automated spam software. We will show you how to set up 3 basic Google Analytics filters to cut down on spam and irrelevant traffic coming through to your website.

1. Referrer Spam Filter (Ghost Spam)

We’ve all seen hordes of referrer spam at some point or another. A lot of these spammers have never even seen your website, which is why they’re called called Ghost Referrals.Through software voodoo, they’re able to ping your Google Analytics tracking ID to register as a hit on your website even when they never actually visited.

We can easily counteract these spammers with a filter following these 7 easy steps:

1. Click the Admin gear icon
2. Under View, select Filters
3. Click Add Filter
4. Name the filter “Referrer Spam Filter”
5. Under “Predefined” select the filter type of Include Only
6. In the Select Source or Destination tab, select Traffic to Hostname
7. Type in your domain under Hostname (eg. for website www.abc.com we would type in “abc”)

Voila! You have now successfully removed those spooky ghost referrals and can finally sleep again at night. This type of traffic is known to screw with a bunch of vital metrics so having it in place is absolutely essential.

2. Internal IP Filter

If you’re doing your job right, you and your team members probably visit your company and clients’ websites multiple times a day. Unless tracking internal employee activity via Google Analytics is important to you (it shouldn’t be),more than likely it is just muddying the waters. In this filter we are going to exclude any irrelevant traffic coming from either you or your team members by blocking your IP address.

To obtain your IP address you have a few options. If you’re a somewhat small operation, you can simply Google “what is my IP address” and Google will provide you your public IP address that looks something like this:

If you are a larger organization you might have multiple public IP addresses and may need to ask IT for the full list.

Once you have your IP address, the hard part is over. The filter is ridiculously simple to set up.

(Note: Steps 1-3 from the Referrer Spam Filter will be the same for all GA Filters)

1. Name this filter “Internal IP Filter”
2. Under “Predefined” select the filter type of Exclude
3. In the Select Source or Destination tab, select Traffic From The IP Addresses
4. Under Select Expression tab, select That Are Equal To
5. Plug in your IP address in the box below

3. Geography Filter

This type of filter might not be applicable to you depending on what kind of users you are trying to pull into your website. If you are running a roofing company that’s located in Detroit, you probably can’t convert traffic from India or Ukraine, but we’ve never seen your sales pitch. If you run a lifestyle blog, then traffic from other countries are probably legitimately areas of interest for you. Using the first example, let’s create a filter that removes all traffic outside of the United States:

1. Name this filter “Geo Filter”
2. Under the “Custom” tab, select Include
3. In the Filter Field, select Country
4. Now type in “United States” (without quotes) and leave Case Sensitive unchecked

Once this has been implemented, you’ll have much more relevant traffic data to measure from.

These filters are just the beginning of customization for anyone using Google Analytics, and the good news is there are SO many more! Is there a basic filter you love that didn’t make the list? Let us know.

Bennett Dungan is an Attribution Specialist with a passion for demystifying data into actionable insights. He graduated with a degree in Economics from the University of Louisiana at Lafayette and loves lots of coffee.