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Many successful paid marketing campaigns focus on return on ad spend (ROAS) as the primary metric. While many other metrics are important and affect the bottom line in various ways, ROAS is king when it comes to assessing campaign performance. ROAS is a percentage-based metric that represents how much return you received from your investment. If you spent $10 and made $20 in revenue, your ROAS would be 200%. After over a decade of managing PPC campaigns, one strategy has reigned supreme when it comes to producing the best ROAS. This strategy is what I refer to as a tiered marketing strategy.

A tiered marketing strategy works so well because it is efficient and scales campaigns in the most cost-effective way. The strategy includes 3 main tactics – segmenting, identifying, and scaling. This strategy can be applied to every trackable marketing medium your business uses, whether that’s offline or online. I’ll use Google Ads as an example initially, but will expand on other applications later on.

Segmenting

Segmenting involves grouping keywords into common groups or themes. With display advertising this can be done with targeting options like audiences, topics, etc. This is typically done within most Google Ads accounts anyway, as it’s a best practice. The key to this step is to be as specific as possible. At our agency we work with a lot of behavioral healthcare and addiction treatment facilities, so I’ll use these campaigns and keywords as an example. First, each ad group includes very specific keywords:

This example shows how to divide up terms in a very specific way. Different variations of the same term get their own ad group. For example – addiction treatment center, addiction treatment program, and addiction treatment facility will all get their own ad group. Though the variations are very similar, you’d be surprised how differently these variations perform from a ROAS standpoint.

Identifying

The next stage of the tiered marketing strategy is the identification stage. This involves assessing the ROAS from each individual group. Adding a ROAS column to your Google Ads view helps identify the ROAS from each group quicker. If all sales or conversion are the same value to your business, you can also use cost per conversion to identify how efficient each group was. It’s important to gather enough data to be able to make sound decisions. I can start this step after the campaigns have run for 30 days, but typically prefer a 90 day window to get accurate data.

Scale

The final step of the tiered marketing strategy is scaling. This step is what sets the strategy apart from others. Now that you’ve divided your campaigns into very specific groups and identified the ROAS from each group, it’s time to use that data to take action. The 3 main metrics I use to accomplish this are the desired number of leads or sales, the ROAS of each group, and the corresponding search impression share of each group. Search impression share refers to the percentage of times your ad showed for a particular search term. If your search impression share is 50%, your ads show 50% of the time that term was searched. The key is to identify the best performing group and maximize the volume of that group before moving on to the second-best preforming group. If my best performing group has a budget of $100 per day and a 50% search impression share, I would increase the budget to $200 per day to capture as many of those leads as I can since they’re the most profitable. This tactic is used in many aspects of life outside of marketing. I like to use the following example to illustrate the logic behind this tactic:

As the video illustrates, buying all the $1 apples first is the only route that makes sense. This same logic is used with scaling your campaigns. Using one of my client’s accounts as an example:

For this client, each lead or intake has the same value to the business, so we can look at cost per intake as our return metric. In this case, the “Rehab Programs” group has the lowest cost per intake. It also has only a 15% impression share. This means I can increase what I’m spending on these terms by 6x its current rate and expect a similar return. I keep working my way up until I hit the desired volume of leads.

This is where the 3^rd metric, desired number of leads, comes into play. In the video example the desired number of leads was 24. If we didn’t employ a tiered strategy, buying all 24 apples would cost $48:

When implementing the tiered strategy, those same 24 apples cost $42:

Though this is a simple example, the logic is the same. You want to work your way up until you reach the desired number or leads. Since most groups will typically have limited volume, you’ll need to work your way up using multiple groups to achieve your desired number. This assures you capture the best return overall from your campaigns.

Tiered Marketing Applications

While the examples above focus on Google Ads, this strategy can be applied to any trackable marketing medium. To apply it to all marketing mediums, you would follow the same steps within each medium – then in the scaling stage cherry pick the best performing groups regardless of medium. For example, let’s say you’re a wireless keyboard company currently running Google Ads and Facebook Ads, and need to sell 500 keyboards per month. You break your campaigns into groups, identify the cost per sale from each group, then work your way up until you hit 500 keyboards. As an example, this would be a typical scenario:

I’m running Google & Facebook Ads, and the groups have cost per sale numbers ranging from $15 to $30. These groups also have “sales volume available” numbers ranging from 100 to 200. If I want to sell 500 keyboards, the most cost effective way to do that is to maximize the Google Display campaign volume (100) first, then move on to the Facebook Remarketing campaign,  Google Device-Specific campaign, then the Google Device-Specific campaign, and lastly getting the remaining 50 leads from the Google wireless keyword campaign. This is the most cost effective way to reach 500 sales.

This strategy has consistently proven to be the best overall strategy for my clients, regardless of industry. The strategy is efficient and flexible.  If the desired volume changes, you just continue the scaling step and work your way up to that volume again. Every advertiser wants to get the most return for their money, and this strategy can help you achieve that.

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Into the Metaverse

Imagine a world where all of your dreams become reality. Where you’re not bound by your appearance or your location. Where you can fly, perform on stage for thousands of people, or find love at a digital speed-dating event. That’s the promise of the metaverse.

This year, Mark Zuckerberg announced that Facebook will become Meta: a platform dedicated to building that online universe. Through a combination of immersive 3D experiences and virtual interactions, he hopes to redefine the worlds of entertainment, fitness, gaming, education, commerce, and work. The resulting digital ecosystem, the metaverse, will become the confluence of social media, emerging tech, and online living.

We’re sure you’ve got questions. Here’s what you need to know.

What Does Meta Mean?

Before 2021, meta was a term with a few different uses. This Greek prefix means “beyond” or, more frequently, “about its own category.” (Example: metadata is data about data.) This definition eventually expanded to describe a self-referential work.

With Facebook’s rebrand, Meta has taken on a whole new meaning. All of its apps will combine to create the metaverse – “meta-universe.”

The Metaverse Explained

Was all of this Zuckerberg’s idea? Not exactly.

The concept of the metaverse isn’t a new one. It was first explored by Neal Stephenson, an American author, in his 1994 novel Snow Crash. He defined it as a virtual alternative to reality. Before Meta’s advent, there were several attempts at creating the metaverse: IMVU, Second Life, and Google Lively are good examples. These 3D experiences sought to immerse users in exciting, customizable environments. While they all fell short, Meta is trying to get it right.

By acquiring dozens of tech companies, Meta seeks to create one shared metaverse: the most popular option in the space. In practice, this will be a group of communal virtual environments. This 3D setting will be a place to attend red carpet events, socialize with people from around the world, and play games – all in the form of your own digital avatar. You can customize your appearance, purchase land, and do whatever you want. As a result, you’ll be in the virtual space instead of scrolling online.

What is Meta?

Meta is an international tech company based in California. It’s the new name for the parent organization of Facebook, WhatsApp, Instagram, and many other brands. (You can read the full list of Meta’s holdings here – at the time of writing, there are 92 in total.) Meta seeks to combine the services of these very different companies for a futuristic online experience.

The three components of Meta are:

• Social Media: Connecting with others to learn, collaborate, and share.
  Example: Facebook.
• Virtual Reality: Exploring new, shared experiences with friends and family.
  Example: Oculus’ Quest 2 headset for gaming, fitness, and online events.
• Augmented Reality: Enhancing in-person experiences with virtual effects.
  Example: Instagram filters.

If I Have Facebook, Do I Also Have a Meta Account?

Meta isn’t a platform in and of itself, so no, you shouldn’t automatically have a Meta account. Facebook, Instagram, and WhatsApp will retain their names for now, and you will continue to log into their sites the way you usually do.

You can think of Meta like Alphabet: the multinational tech conglomerate that owns Google and its subsidiaries (DeepMind AI, Google Fiber, Waymo autonomous driving, Wing drone delivery, Intrinsic robotics, and more).

If you want to participate in existing immersive metaverse offerings, you can try out Decentraland, The Sandbox, or Meta’s own offering: Horizon Worlds.

Why Are People Excited About Meta?

To some people, the metaverse represents the hyper-futuristic vision we used to have for the 2020s. Meta’s proposition feels like something you would see on The Jetsons: an all-in-one resource for gaming, fitness, knowledge, and socializing. One you can access without even leaving your sofa.

Here are a few of the metaverse features people are buzzing about:

1. 1. Learn interactively. Instead of reading about the pyramids, you can use virtual reality to walk around them. Instead of watching a documentary about the first World War, you can sit in on a virtual seminar with immersive graphics. Think of it as an educational video game perfect for visual learners.
   2. Work from anywhere in the world. Would you like to work from a sandy beach? From the top of Mount Everest? The metaverse offers that opportunity. Users set up their own workflows, with features and aesthetic trappings curated to their preferences.
   3. Enjoy far-off entertainment. Millions of people are already meeting for virtual concerts on various apps; thanks to Meta’s augmented reality capabilities, you may soon be able to beam your avatar to shows on the other side of the world.
   4. Participate in the world’s newest economy. The metaverse will soon be home to the largest digital economy in history. NFTs and cryptocurrencies have already captured the world’s imagination, even as theoretical concepts. Their adoption will have real applications in the very near future.
   5. Make new friends from other countries. This new innovation expands upon the interactive possibilities of existing social media. We’ve gone from reading each other’s forum posts to walking in a virtual park together, speaking on headsets. You can dance, explore new locations, and get to know people from all around the world. All of this takes place in a fully immersive online setting.

Why are People Scared of Meta?

Of course, we should consider the other side of the Meta coin. The moment Zuckerberg made his announcement, skeptics labeled the metaverse “something straight out of Black Mirror.” Why exactly are people scared of Meta?

1. 1. Privacy concerns. Meta’s associated apps have been investigated for privacy concerns multiple times, with Facebook being the biggest offender. While all big tech companies collect information about users, Meta has access to a trove of identifiable, personalized data – and they’ve misused it before.At the same time, the metaverse involves mixed reality technologies, which can track your eye movements, facial expressions, hands, and even your whereabouts. They would know all of the anecdotal information you’ve provided, including your Messenger conversations and Instagram photos, along with biodata like your heart rate, walking patterns, and more. As a result, many people hesitate to trust Meta with their personal information.
   2. Screen time. We’re already concerned about the use of smartphones, tablets, and computers; the metaverse may present yet another tech addiction for young people. Research continually links social media use with deteriorating mental health, for example. (Facebook’s own research, leaked this October, indicates that the social media giant has known about this for years.) Experts have expressed concern that Meta’s new platforms may worsen this problem.
   3. The Meta monopoly. Even when Meta was Facebook, they experienced serious pushback from antitrust litigators. This is because of their alleged “buy or bury” approach. Either Meta acquires an app with unique features, or they replicate those features on their own apps. The resulting investigations made headlines as recently as this August.This is the reason for concern about “the Meta monopoly.” Users and government officials are concerned that when only one company corners the market on the metaverse, innovation will be stifled, and participants will have few options for their online experiences.

Is the Metaverse Taking Over the World?

Yep! Well, not now, but soon. Metaverse technologies have already begun to play a role in our daily lives. Consider the meteoric rise of decentralized cryptocurrencies, non-fungible tokens (NFTs), and virtual events (like online concerts and fundraisers).

Gaming is perhaps the best example of Meta’s potential. Gamers already spend real money on digital currencies and assets while playing together in 3D environments. As a result, this industry’s revenue far exceeds the total sales of the music industry and Hollywood combined.

No matter what your stance, the truth is that the metaverse will soon become a fixture in our lives. Here’s hoping that’s a good thing.

Webconsuls is a digital marketing agency based in Nashville, TN.

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Earlier this month, we posted a list of the upcoming holiday festivities in Nashville. We also wanted to use our platform to highlight something more important: namely, exciting volunteer opportunities in our fair city. Whether you’re visiting to connect with family or have lived here for years, we invite you to consider giving back this Thanksgiving and Christmas.

Nashville Thanksgiving Volunteer Opportunities

Farm Friday at Mill Ride Park

Antioch is getting a new park! Mill Ridge Park is set to occupy over 600 acres of nature, right in the heart of Davidson County. Supporters hope that this area will help to strengthen bonds in the community – between residents, their neighbors, and nature. Farm Fridays are a great opportunity to help improve the farmhouse and farmyard at Mill Ridge Park. Volunteer alone or in a group to remove invasive plants, pick up trash, repair structures and fences, or plant and mulch trees.

Host: Friends of Mill Ridge Park

Date and Time: 11/19, 10:30 AM to 1:30 PM

GraceWorks Ministries Turkey Trot

Every year, GraceWorks hosts a Turkey Trot 5k and 10k on Thanksgiving Day! This is one of their most important fundraisers of the year, and all volunteers will be finished by 11:00 AM (leaving plenty of time for family fun). If you sign up to work this event in Franklin, you can help with set up, tear down, handing out goodies, directing routes, and passing out water to the runners.

Host: GraceWorks Ministries

Date and Time: 11/25, 6:00 AM to 10:30 AM

Dinner at the Hospitality House

Hospital Hospitality House provides weekly meals for families on Tuesdays and Thursdays. This place serves as a home away from home for patients and caregivers in Nashville area hospitals. HHH stays include meals, lodging, and supportive services. If you own a restaurant or have any culinary flair, this could be a great chance to give back to the community. HHH asks that the dinner be able to feed 30 adults – that’s the number of residents they host at any given time. There are no dietary restrictions.

Host: C. Wright Pinson Hospital Hospitality House of Nashville

Date and Time: 11/23, 11/25, 11/30, 12/2, 5:00 PM to 7:00 PM

Share a Meal with Dismas House

Dismas House offers case management, clinical support, life skills training, and fellowship for formerly incarcerated men who are seeking second chances. Their motto is “More than a chance: a change.” On Thursdays, the Nashville Food Project provides fresh, healthy food for Dismas House residents. As a volunteer, all you have to do is bring yourself and enjoy dinner and conversation with this community.

Host: Dismas House of Nashville

Date and Time: 11/25, 6:00 PM to 7:09 PM

Christmas Coat Drives, Hygiene Kits, and More

Cheekwood Holiday Lights

Remember Cheekwood from our holiday activities post? We’ve found a way to see the lights and promote a good cause. If you sign up for this event, you’ll serve as a greeter or way finder for this seasonal display. As a bonus, volunteers will be granted free access to the event after their shifts. Cheekwood asks that each participant be 16 or older, wear a mask while indoors, and show proof of COVID vaccination.

Host: Cheekwood Estate & Gardens

Dates: Every day except 12/25, 4:30 PM to 7:00 PM or 6:30 PM to 8:30 PM

Family Holiday Drive-Thru Extravaganza

That’s right, we’ve got an extravaganza on the docket. Are you one with the holiday spirit? Do you love nothing more than decking the halls? The Family Center is seeking volunteers to help them string lights, decorate for Christmas, and pass out gift bags to their families. They need people for both of their locations – in Nashville and Murfreesboro – so if it fills up, you still may be able to have fun for a cause. The Family Center provides a safe space for parents and children to cope with trauma and break multi-generational cycles of child neglect and abuse.

Host: The Family Center of Tennessee

Date and Time: 12/11 from 10:00 AM to 12:00 PM, 12:00 PM to 2:00 PM, or 4:00 PM to 6:00 PM

Donating Items

For many of us, the holidays are a time to appreciate just how much we have – and to give back however we can. There are many Nashville-area nonprofits who have requested items like toiletries, winter coats, and other supplies for this season.

Bethlehem Centers of Nashville needs women’s socks, large print books, wipes, dishwashing liquid, batteries, and deodorant.

Building Lives has asked for materials for “welcome home kits” that they give to veterans who move into permanent housing (sheets, pillows, shower liners, cutlery, and other household items are included on their list here).

CommuniServe has requested senior supplies like walkers, canes, and adult diapers.

Fannie Battle Day Home for Children asks for donations of school supplies, including crayons, glue, markers, notebook paper, and pencils. Click here for the full list.

Morning Star Sanctuary has recurring needs for their emergency shelter, including toothbrushes, toothpaste, shampoo, conditioner, hairbrushes, soap, deodorant, and bus passes.

Mother to Mothers is always looking for new or gently used baby gear, including strollers, high chairs, pack-n-plays, and car seats. You can also donate wipes, formula, baby clothes, and diapers.

Poverty and the Arts is in search of art supplies, including canvases, colored pencils, pastels, paint pens, markers, frames, mat board, and jewelry-making supplies.

Second Harvest Food Bank needs non-perishable items. Canned goods, peanut butter, rice, and pasta are at the top of their list.

The Nashville Food Project is also in need of food items, many of which are seasonal. They’ve requested olive oil, fresh fruit, graham crackers, nuts (walnuts, pecans, cashews), pumpkin seeds, honey, cranberries, canned pumpkin, and unsweetened applesauce.

YWCA requests one-day MTA bus passes, gift cards for gas, full-size toiletries, soup bowls, and full- or twin-size bed linens.

We hope that this list has inspired you to volunteer or donate during this holiday season. Webconsuls is a digital agency based in Nashville, TN.

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‘Tis (almost) the season! As the time for Thanksgiving, Hanukkah, Christmas, and other festivities draws nearer, the Webconsuls team wanted to find the best holiday activities in Nashville. If you’re looking for family fun or small business shopping, browse the calendar below.

East Nashville Night Market

Do you love shopping local? Are you sad about it getting dark at 5 PM? Do you want something fun to do during one of those too-early nights? We recommend the East Nashville Night Market! Each month, more than sixty local vendors gather to sell boutique clothing, plants, vintage items, art, and more! Complete with food trucks, bar fare, and live music, these are always can’t-miss events. The last Night Market of the season takes place on December 3^rd and, since it’s getting cold out, it’ll take place inside. Entry and parking are free, and dogs are welcome!

Date: 12/3
Time: 5:00 PM – 9:00 PM

Christmas Pop-Up Bars

This is probably one of the best trends to emerge in Music City. Each November and December, a handful of Nashville bars transform into winter wonderlands. Here are a few of our must-visit Christmas pop-up bars:

• Reindeer Games (Headquarters Beercade in SoBro): 3D displays, countless ornaments, 2,000 feet of twinkle lights, life-size sleigh, and festive menu items. Guests under 21 are welcome on Tuesday, Wednesday, and Thursday from 4:00 to 6:00, and on Saturday from 11:00 to 2:00. You can also rent out the space for a private event.
• Home Alone (Hidden Bar in the Noelle): They turn the bar into the house from Home Alone! Except there are snacks and cocktails.
• Camp Bobby (Bobby Hotel): These rooftop igloos have already become famous around town, but Bobby Hotel has taken their winter wonderland a step further in 2021. This year, they’ve added a “frozen pond” where you can skate. Soak up those downtown views while you skate on a roof. Talk about a novel experience!
• Saint Nicky’s (Nicky’s Coal Fired in The Nations): Running from Black Friday through the New Year, Nicky’s Coal Fired transforms into a holiday-themed pizzeria. Pop over for great food and to check out how they deck the halls – it’s something to see.
• TBD: There are a few local businesses that usually offer holiday pop-up bars, but that haven’t yet announced any 2021 plans. These include L27 (a rooftop bar), Rosemary & Beauty Queen, Chopper Tiki, Dream Nashville, and Walden.

East Nash Holiday Bash

If you’re in the Five Points area between December 2^nd and 4^th, you’ve got to check out the Holiday Bash. Sponsored by Tito’s Handmade Vodka, this event has everything: live (holiday) music, family activities, campfires, festive cocktails, and an array of East Nashville vendors. Admission is free for all ages, with one exception. On the 3^rd, guests can choose to purchase an upgraded Holiday Cocktail Bash ticket for $35 (basically, you’ll get five exclusive cocktails, special treats, and access to a build-your-own s’more station).

Here’s a quick list of all the fun they’re packing into this weekend:

• Fire pits (with s’mores)
• Wreath making
• Letters to (and photos with) Santa
• Tree decoration (BYOO – bring your own ornaments)
• Ornament crafts (you can use these for the decoration!)
• Holiday cocktails
• Tree lighting ceremony

Dates: 12/2 – 12/4
Times: TBD

East Nashville Holiday Market

A recent addition to the EN holiday scene, the East Nashville Holiday Market has quickly become a community favorite. Beginning at the end of November, The Marketplace in East Nashville transforms into a showcase for local entrepreneurs and makers. The Marketplace is a giant venue – this converted warehouse spans over 30,000 square feet, which means there’s plenty of room for vendors and shoppers alike. Goods typically include candles, vinyl records, accessories, bath and body products, vintage clothing, and handmade jewelry. Santa will be available for photo ops with your little ones (and possibly dogs? We feel like it’s worth asking).

(Bonus: Events by The Marketplace in East Nashville always include a great selection of food trucks, so you can snack while you shop!)

Dates: 11/27, 11/28, 12/4, 12/5, 12/11, 12/12, 12/18, 12/19
Times: 11:00 AM – 4:00 PM

Holiday Lights at Cheekwood

No event list is complete without Cheekwood Estate & Gardens. A staple of the Nashville area, this expansive property is decked out in stunning holiday lights beginning November 20^th. This year, there’s a new addition: the Peppermint Path. Kids will love the reindeer village and s’mores stations, and adults will enjoy a selection of holiday spirits. This ticketed event usually goes quickly, so we advise you to pick up your tickets soon! Prices range from $9 to $26.

Dates: 7 days a week from 11/20 to 1/9, with the exception of Christmas Day
Times: 5:00 PM – 10:00 PM

We hope this list helps you to make some memories this season! Happy Holidays from the Webconsuls team.
Webconsuls is a digital marketing agency based in Nashville, TN.

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Every year, Nashville residents count down the days until the Tomato Art Festival: a bastion of the Middle Tennessee calendar. This observance bills itself as “a uniter, not a divider – bringing together fruits and vegetables since 2004.” The Tomato Fest and its associated concert are completely free to attend, and costumes are encouraged. Today, we’ve got your insider’s guide for can’t-miss activities in East Nashville’s favorite Five Points celebration.

The History of Tomato Fest

Founded in 2004, this beloved event was the brainchild of Meg and Bret MacFayden, owners of East Nashville’s former Art and Invention Gallery. When their first fruit-and-veg-themed art show achieved wild success, the duo decided to bring it back in 2005. From there, a flavorful local tradition was established. Every year, thousands of people gather to celebrate the creativity and spirit of East Nashville (and the humble tomato).

This Weekend’s Schedule

August 13^th
5:00 PM – 10:00 PM

August 14^th
9:00 AM – 7:00 PM

*NOTE: Some events, like the 5k and Kid’s Fun Run, will take place before the official start time.

Tomato Fest Contests

The Tomato Fest’s website says that the essence of the festival is found in the “wacky and hilarious contests” associated with the event, and we’d have to agree. Here are a few of our favorite competitions that take place over the course of the weekend:

Poetry Contest

Entrants were challenged to write engaging, amusing, non-rhyming poems about – what else – tomatoes. Categories included Heirlooms (adults), Greenhouse (youth), Funnies (humor), and Oddities (poems that don’t follow the haiku format).

The first place Greenhouse winner, 8-year-old Luca Whitson, wrote the haiku we’d like to share with you today:

Tomatoes are red
But they are more than just red
They are works of art

Home Decorating Contest

Like the poetry contest, this one has already been decided; be sure to get in on the action next year! Turn your front yard into a tomato-tastic display to win (but bring your A-game – there’s some serious competition).

Photo of 1^st Place Winners Meg & Seth Williams of S 13^th Street, Courtesy of the Tomato Art Fest

Tomato Fest Costume Contest

Have you got the quirkiest, funniest, reddest getup at the festival? Show it off at the Garden Stage at 1:00 PM for a chance to win this year’s costume contest! Be sure to register online before the day.

Categories include:

• Best hat
• Tomato talents
• Kids
• Best dressed
• Red hair, don’t care
• Other uniters

Beautiful Tomato Contest

You’ve heard of beauty pageants. Get ready for a tomato pageant. Bring all the glitz and glamour to your heirloom’s presentation – think showstopping outfits, kooky theming, and creativity to the max.

Pro tip: Worried that your homegrown tomatoes are too bumpy or lumpy for the beauty contest? Enter them in the “Biggest, Littlest, Ugliest” category instead.

Some of our favorite “Beautiful Tomato” entries from years past, Courtesy of the Tomato Art Fest

Ice Cream Naming Contest

Pied Piper Creamery needs help naming their newest flavor. Do you have what it takes to brand a frozen treat based only on its key ingredient? Stop by their booth this Saturday to taste that concoction and submit your suggestion. Winner takes home a package of six pints of Pied Piper’s most popular flavors!

Artistic Attractions

Tomato Fest Art Show

Invent Nashville is hosting this year’s tomato art show. The gallery will be brimming with tomato-themed pieces – pick your favorite and bring it home with you!

Pro tip: Masks encouraged inside the gallery, even if you’re asymp-tomato-ic.

Kid’s Art Show

The Tomato Fest also has a contest for the little ones in your life. Coordinated by local artist Debbie Flynt, the kid’s art show is a favorite among festivalgoers. Any two-dimensional art is approved for entry and all pieces should be drawn or painted on paper or thin cardboard. Best of show, first, second, and third place ribbons will be awarded within each age category. Submit your entries today!

Push, Pull, and Wear Parade

On Saturday, local fruit and veggie lovers will gather in the streets of 5 Points to march down the main drag in tomato regalia. Whether you don an elaborate costume, enter with a non-motorized float, or create giant vegetable-themed signs, all entries are welcome! Get ready for an exciting parade complete with local bands, drumlines, and serious crowd involvement.

Event details:

Saturday, August 14
9 AM – 10 AM
Meet at the corner of S12th and Russell

Delicious Diversions

The Tomato Fest is an event with true local flavor. Join us for a cornucopia of culinary wonders this weekend.

Recipe Contest

Lockeland Table challenges you to create a marvelous marinara sauce and a bright, fresh tomato salad. Bring your dish to their restaurant on Saturday at 10:00 AM for official judging. Winners will be named later in the afternoon. Be sure to pre-register here!

Bloody Mary, Anyone?

The Bloody Mary Garden is a fixture of the festival, and it sells out quickly! Sample up to 15 different mixes and create your perfect beverage, complete with a whole spread of yummy garnishes. Yard games, a hat contest, brunch bites, music, and mimosas are also included.

Local Vendors

Is your mouth watering yet? You definitely won’t go hungry this weekend. It seems like every food truck, drink peddler, and café will be in attendance tomorrow.

Pro tip: Don’t want to stand in the sun waiting for a Homestyle? You can skip the line by pre-ordering your drinks through the event’s digital menu. Link here.

A few of our top recommendations:

• Southern Spoon
• Retro Sno
• The Grilled Cheeserie
• Loveless Café
• Dreamers Food Truck
• Wild Bill’s Craft Beverage Co.
• Diskin Cider
• ZingZang
• Tito’s Vodka
• The Mac Shack
• Yellow & Lavender Vegan Eats

Tomato Fest 5k: Walk, Skip, or Sprint

Wear bright red and start your day off with a neighborhood 5k! Saturday’s festivities kick off with a friendly roam around East Nashville’s Five Points area at 7:30 AM. Don’t worry if you’re struggling to ketchup – this inclusive event is fun for the whole family. Be sure to attend the kid’s fun run before the race! Register here.

East Nashville 5k Runners, Courtesy of the Tomato Art Fest

Support East Nashville at the Tomato Fest

Finally, you can expect a strong showing from local artisans and boutiques. The Tomato Fest is always full of pottery, glass, art, clothes, toys, jewelry, and more. While many pieces will be themed for the event, original items will also be for sale. The official vendor list has yet to be released, but when it’s live, you can find it here.

As you can see, there’s a lot to love about this quirky celebration. We hope that you’ll stop by this weekend and support our local artists, restaurants, and vendors. For more information, visit the Tomato Art Fest website.

Webconsuls is proud to be based in East Nashville, Tennessee.

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How To Get Better Results From Google Ads

Google Ads can be enormously helpful for your business if done correctly. The targeting capabilities are vast, and paid search is as scalable as any advertising medium. It’s no surprise that consistently occupying above-the-fold real estate on the world’s largest search engine can be very profitable and drive tons of leads to your business.

Many business owners know this and launch Google Ads campaigns in hopes of growth, conversion, and increased profits. However, in many cases, the campaigns don’t meet expectations, leading to wasted funds and cancelled campaigns. This is something we see on a regular basis with business owners who run their PPC campaigns themselves.

One issue with Google Ads is that it is easy to get into the game but difficult to win the game.

A new advertiser may think that selecting keywords, writing some ads, and filling in their credit card information is all that’s needed to succeed. This isn’t an unreasonable thought – after all, Google advertises their services as simple and intuitive. However, the Google Ads platform hides some important settings in areas that are difficult to find if you don’t already know where they are.

We’ve provided a few Google Ads optimization tips below. These tips could be helpful for anyone, but are really geared towards someone who understands the basics of Google Ads but isn’t getting the results they want.

Account Structure – Mirror Your Website

Begin by structuring your account in a way that mirrors your website and your services. The general hierarchy of a PPC account is account > campaign > ad group > keywords. Grouping services and targeting settings into separate campaigns or ad groups is a best practice that helps isolate products or services so you can assess their performance individually. 

Assessing these services’ individual performance is the key to running a successful PPC campaign. If all keywords are stuffed into one campaign or ad group, you’ll have a tougher time assessing what is and isn’t working. In contrast, by separating products or services, you can look at each one’s individual cost per acquisition (CPA). You can then assess which services have the best CPA and ROI and adjust your budget allocation to get the best return overall. The optimal strategy is to capture the maximum amount of the lowest CPA leads, before moving on to the next group with the second lowest CPA, and so on. This helps assure you get the best ROI overall.

As an example, let’s look at how the fictitious company Joe’s Plumbing should structure their Google Ads campaign:

Analyze Your Settings

Another tip is to comb through the campaign settings, and make sure to drop down or expand every area you can within the platform. As mentioned above, Google doesn’t make all of the important settings visible from the main screen.

Real-world example: If you expand the locations settings after selecting the geographic areas you’d like to target, you’ll see options to show ads to users in the locations you chose – or show them to users in or interested in the locations you chose. The latter is the default setting. While you may think that targeting Sydney, Australia will show ads only to users who are in that city, they will actually show to anyone Google deems “shows interest” in Sydney. This means someone in New York could have behavior that makes Google believe they’re interested in something in Australia. Depending on what you’re selling, this could make a massive difference in conversion rates. It may not make a huge difference if you’re a hotel, but it would if you’re selling donuts.

Make sure you choose the correct setting by clicking the “location options” tab and selecting the appropriate option.

Utilize Different Keyword Match Types

An additional item that could help improve performance is to understand and  utilize different keyword match types. Match types are rules that dictate when your ads can show, and are applied using symbols. There are 4 keyword match types in Google Ads – exact, phrase, broad, and negative. Negative match works in reverse, adding it to your campaigns will prevent your ad from showing for searches containing those negative match keywords.

If you aren’t aware of keyword match types, the common thing to do is to just type the keyword in, which defaults to a broad match keyword. This match type gives Google a long leash to decide what is relevant, and this may be less precise than desired.

There have been some recent changes to keyword match types in Google Ads. Currently, keyword match types work in the following way:

Negative keywords can also be added to prevent your ads from showing for irrelevant searches. In the example above, you would add the negative keyword “jobs” to prevent your ads from showing for the search query “plumbing jobs Nashville”.

Monitor Your Search Terms

The final tip is to regularly check your search terms report. Search terms are the queries users actually typed in to trigger your ads, and they’re different from keywords. Phrase and broad match keywords give some flexibility to Google to determine what searches are a “close match” to your keywords. At times, what Google considers a close match or relevant might not be what you consider relevant.

It’s very common during the discovery or onboarding phases for us to learn that our new client was wasting 50% of their budget on search terms that had nothing to do with the services they offer. Regularly audit your search terms and add negative keywords to prevent your ads from showing for these irrelevant searches in the future. This should be a routine aspect of your PPC management efforts.

Looking for Other Life-Changing Google Ads Tips?

Webconsuls is a digital agency specializing in PPC management. If you would like an audit of your current ad setup, more helpful tips about maximizing your ads, or advice about improving your digital presence, feel free to contact us at any time.

The post Google Ads Tips For Beginners appeared first on Webconsuls.

World Health Day at Webconsuls

Each year on April 7^th, we celebrate World Health Day. Since its inception in 1948, this observance has aimed to create awareness around specific priority areas of concern for the World Health Organization (WHO). The theme of World Health Day 2021 is “Building a Fairer, Healthier World for Everyone.” Today, we’d like to share the various ways in which the Webconsuls partners prioritize their health.

Heidi Trow

Webconsuls managing partner Heidi Trow specializes in art direction and project management for our vast array of design and marketing services. Here’s how she manages her own health and activity.

Heidi stays fit by sweating and meditating at least once a day. For a local workout, she meets up with Nashville’s best trainer, Sarah London, at Title Boxing East. She’s also a student at Chonburi Muay Thai, where she trains 3 times a week under Bruce Panyapol. Muay Thai is the art of 8 limbs – 2 fists, 2 elbows, 2 knees, 2 shins.

“Muay Thai is my reprieve. It suspends time, thought, stressors and forces me to stay present. If I’m not, I’ll get punched in the face – so there’s my incentive.” Muay Thai training never ends; there is always something to improve upon. For Heidi, this thread reinforces and carries through to both digital marketing strategies and parenthood.

Malik Soomar

Managing partner Malik Soomar has worked in web dev since 2004. He has more than ten years of experience in web design, server management, client relations, and project management. In addition to building phenomenal websites, Malik has also designed the optimal routine for staying energized while knocking out development projects.

Malik believes that prioritizing your health is extremely important. “You can actually see the effects of it in your energy and focus,” he says. When it comes to nutrition, he starts each day with a healthy habit: “I make sure I have two eggs each morning and limit myself to one cup of coffee per day.” He also uses a meal prep service to reduce eating out; this helps him to make more home-cooked meals.

Physically, Malik works out a few days a week to manage stress. He also strives to get in at least 10,000 steps each day through walking his dog Jasper or his newborn daughter Amora.

John McGhee

Webconsuls partner John McGhee is an expert in SEO and Paid Ads. Before working at the agency, he gained experience in project management within the fields of engineering and construction. This means that he’s always ready to create campaigns from the ground up. Here are John’s tips for building your ideal work/life balance.

“My main way of staying fit is Brazilian Jiu Jitsu. I practice at Nashville MMA under Sean Hammond. My 6-year-old is able to attend a youth class at the same time, so it’s a win-win.”

Brazilian Jiu Jitsu is a complex martial art that improves your physical and strategic capabilities. Applying techniques while defending helps instinctively and continually train your mind. Over time, this significantly improves your ability to concentrate and retain information. John solves problems all day at work and again – in a different way – on the mat. Doing so helps reinforce the day-to-day thought processes required to run a successful company.

Webconsuls is a digital marketing agency with offices in East Nashville, TN and Los Angeles, CA.

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In an effort to simplify keyword match types, Google Ads will be eliminating the broad match modifier (BMM) keyword match type. The broad match modifier match type will be merged into the phrase match type, and the current phrase match rules will be altered slightly, essentially creating a new keyword match type. Google is currently rolling out this change, and plans on it being the standard by July. If you run a Google Ads campaign, it’s important to understand these changes and how they’ll affect performance moving forward.

What Are Keyword Match Types?

Match types within Google Ads are rules that dictate what search queries can trigger your ads. These rules are applied via adding symbols to keywords. It’s important that the match type you choose aligns with your goals for the campaign. We’ve provided a brief overview of match types below:

Broad Match – With broad match keywords no symbols are added to the keywords, and any search query Google determines is a close match is eligible to trigger your ad to show. 

Broad Match Modifier – Plus signs (+) are added at the beginning of keywords to establish that that particular word must be included in the search query for your ad to show.

Phrase Match – Quotation marks are added around a keyword phrase to dictate that the phrase must be included in the search query in the exact same order to trigger your ads. Additional words can come before or after the phrase within the quotation marks, but the exact phrase must be included somewhere in the search query.

Exact Match – Brackets are added around keywords or phrases that dictate that the search query must contain that exact phrase, or very close variants, to trigger your ads. This differs from phrase match because no words are allowed before or after the keyword phrase.

Negative Match – These keywords are added to eliminate irrelevant searches. If you add a negative keyword, searches containing that word will not trigger your ad in the future. Though this is technically a match type, the application is slightly different so we’ll be focusing on the above 4 for now.

How Are Broad Match Modifier and Phrase Match Being Merged?

Although technically the broad match modifier is being merged into phrase match, from a strict rule standpoint what’s really happening is both match types are being removed and replaced with a new one. According to Google “we’re bringing the best of broad match modifier into phrase match. As a result, phrase match will expand to cover additional broad match modifier traffic, while continuing to respect word order when it’s important to the meaning”.

The new phrase match keywords will operate more like a “we know what you meant” match.  keywords. With Google’s greater understanding of search intent, this is a logical move. Though the specific rules were different, there was always a lot of overlap between the core objective of broad match modifier and phrase match keywords. Both provided a middle ground between Broad keywords and Exact keywords, and moving forward keyword matching will revolve more around the core objective of the 3 keyword match types. 

• Broad match for reach
• Exact match for precision
• Phrase match for a combination of reach and precision

What To Keep An Eye On Moving Forward

Consolidating the phrase and broad match modifier match types should help free up time to focus on other aspects of campaign optimization. Establishing 3 basic objectives for keywords match types helps simplify keyword selection and assessment. Instead of analyzing implications of match type logic, you can focus your efforts on other optimization efforts. 

Though this should help simplify campaign optimization, there is one main thing to keep an eye on in the future – your search terms report. This can be found in Google Ads under the keywords tab, and differs from the regular list of keywords. The search terms are the queries users actually searched that triggered your ad to show. This section allows you to assess your keyword strategy and make adjustments like adding negative keywords to prevent irrelevant searches and wasted spend in the future. 

It is crucial to keep an eye on this because this change leans heavily on Google being able to accurately identify intent. Though Google has gotten better at identifying intent, it’s not flawless. What Google considers a close match or relevant may differ from what you or your client considers relevant. Depending on the industry, this gap can be quite large. You’ll need to watch search terms closely to learn exactly how lax Google will be with relevancy under this new match type, and make adjustments accordingly. 

The Future of Google Ads

The simplification of keyword matching is another step towards automation. Google has implemented many changes recently, and almost all of them revolve around utilization of machine learning. Automated bidding, SMART campaigns, dynamic and responsive ads, etc are all indicative of Google’s goal to provide a better search experience with machine learning. Google’s Local Service Ads give a glimpse of this. With Local Service Ads you essentially just enter your credit card, select locations, topics, and schedules – and let Google do the rest. The performance of our client’s Local Service Ads has been fantastic, so machine learning definitely has its benefits. 

As Google gets better and better at understanding user intent and utilizing machine learning, there will be less and less of a need to focus on specific Google Ads features like keywords or manual bids. The future of Google Ads management will likely shift to assuring you’re giving the algorithm the data it needs to be successful, and making adjustments to persuade the algorithm and machine learning to align with your goals and produce optimal results. 

The post Big Changes To Google Ads Keywords appeared first on Webconsuls.

Today marks one year since an EF-3 tornado ripped through Nashville. Truthfully, things haven’t felt the same since. One of the biggest changes we’ve noticed at the office is an increase in anxiety whenever a severe weather rolls through. As we prepare for another spring of hail, rain, and tornadoes, we wanted to share how our team is coping with storm anxiety. We’d also like to talk about how things have changed since March 3rd, 2020.

Trauma and Storm Anxiety from the Nashville Tornado

We write a lot of blogs about PTSD and sub-acute trauma: ongoing emotional responses to negative stimuli. We’ve found that whenever you read a list of traumatic events, natural disasters always make the cut. These overwhelming, distressing experiences cause widespread devastation, but they also prime us for a lifetime of anxiety.

A year later, the first springtime storms have arrived, and Nashvillians are wondering if, when, and how tornadoes might make an appearance. Some people compulsively refresh the weather radar, while others are glued to the news.

Here’s what we’ve learned about managing storm anxiety.

Preparation is key.

Planning can help you to take some control in the face of a storm. Stock up on flashlights, batteries, and other disaster preparedness items. If you know the weather will be bad, charge your devices ahead of time. Finally, be sure that your family has a plan for where to go in the event of a tornado or flood.

Stay informed (but don’t obsess).

Staying up to date on weather changes is key, but you also shouldn’t spend the day anxiously watching the radar. Sign up for weather alerts from services like NashSevereWx. By turning on notifications instead of doomscrolling, you’ll receive major updates without having to constantly obsess over minor developments.

Seek support.

You’re not the only one who’s worried! Reach out to friends, family, and neighbors if your storm anxiety begins to rise. You can discuss your feelings until you feel better.

Focus on your emotional well-being.

Large-scale weather events raise a great many concerns – it’s common to be distressed about the possibility of property damage and personal danger, especially after the 2020 tornado. As storm season approaches, try to find ways to self-soothe your storm anxiety. For example, breathing exercises and weighted blankets have both been found to reduce anxiety symptoms.

Distract yourself from storm anxiety.

Finally, if you can’t stop worrying, find something fun to do until the storm passes. Scavenger hunts, crosswords, snacks, music, pets, exercise, movies, and video games – all of our favorite pandemic activities – can take your mind off the weather.

Nashville’s New Tornado Warning System

In the wake of last year’s tornado, there have also been some significant upgrades to Metro Nashville’s tornado warning system. The Nashville Office of Emergency Management worked in conjunction with Commtech Radio, Federal Signal, and Metro Information Technology Services to add 20 new siren sites.

The system itself has also been modified for the better. Previously, when one siren went off, every siren in the county activated, too. This resulted in widespread confusion throughout Davidson County – just because a tornado passed through Bellevue, for example, did not mean that East Nashvillians were in its path at that moment. Another consequence of this broad warning system was that citizens began to ignore sirens after so many irrelevant alerts.

The upgraded PATSS (Polygonal Alerting Tornado Siren System) will now issue warnings to potentially impacted areas, without regard to political boundaries, at the proper time. We hope that information about this advanced warning system will reassure our fellow East Nashville residents that, if a tornado touches down, we should be alerted this time.

Local Businesses Rebound After Disaster

It hasn’t been an easy year for small businesses. The 2020 tornado, the COVID-19 pandemic, and the February winter storm have all resulted in temporary and permanent closures throughout East Nashville. Here’s an update on which businesses have reopened – we ask you to consider supporting them on the anniversary of the tornado.

Noble’s Kitchen & Beer Hall – After closing for five months for repairs, Noble’s has reopened. “Our margins are super thin, given everything that’s going on,” manager Nicholas Gajewski said in an interview with News Channel 5. “If we can break even on a given week, we’re excited.”

High Garden Tea – East’s favorite heirloom herbal and tea craft storefront has moved online in the wake of last March. “No walls, most business possessions gone, but the earth was still beneath our feet… We created an online shop to support our family and y’all did the thing! When walls crumble, you do get a better view. Here’s to 2020 – one of our most influential teachers,” wrote owner Leah Larabell in a recent Instagram post.

The Basement East – Freshly repaired but closed due to COVID, The Beast has switched up its approach to concerts. You can now attend virtual (live streamed) shows from the comfort of your own home or purchase tornado relief merch from their website. “I am ready to get back to doing the job that I love, with the people I love, in the city that I love,” said Billy Marchinkevich, an employee of The Basement East, in an interview with News4 Nashville. “I survived that, and we all survived it.”

Reopened: Boombozz (coming soon), Gym5, Edley’s Bar-B-Que East, Attaboy Nashville, GReKo, Poppy & Monroe, Koi Sushi & Thai, 3 Crow Bar, Music City Vintage.

Continuing / Permanent Closures: Burger Up (East), Molly Green (East), The Soda Parlor, Marche Artisan Foods, Eastland Cafe, Setsun.

Webconsuls is a digital marketing company based in East Nashville – just off E Trinity Lane + Gallatin Pike.

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It’s been a long while since we talked about Local Services ads for lawyers – in the time since then, Google has made a number of changes to this ad delivery method. Today, we want to tell you about how this exciting new platform can get your business in front of potential clients… right when they need you most.

Nashville Local Services Ads: A Primer

On their Local Services ads page, Google says that this approach will “get more leads and grow your business” – as a Nashville Local Services ad company, we agree. Here’s the rundown on how these Google ads work.

First, a person types their search into Google. If they’re looking for a service your business provides, your ads will show up. Pretty simple, right? It gets better. Google’s algorithm will only show your ads to customers in your service area, and on top of that, you only pay if they call you directly through the ad.

At a glance, the benefits of Local Services ads include:

• Get seen at the top of Google.
• Connect with customers who are looking for you (and more likely to book).
• Use the mobile app to communicate with customers anytime.
• Customers can call, message, or schedule a booking directly through your ad.
• A wide array of tools are available to help build out your profile.
• Only pay for the leads related to your services.
• Google Guarantee and Google Screened badges boost conversions.
• Only hear from customers who have chosen your profile.
• Get listed as a local provider on the Assistant.

A Badge of Trust

Recently, Google has introduced a new offering for your Nashville local service ad company. By becoming a Google Screened or Google Guaranteed provider, you will earn a badge for your listing based on your industry. This little checkmark works a lot like the “verified” badge on Twitter – it gives you extra credibility and increases the likelihood that customers will book your services.

Who is Eligible for Nashville Local Services Ads?

Thanks to some recent changes, a variety of businesses around Nashville will be able to promote themselves through Local Services ads.

Initially, Google was very conservative with the professions which were eligible for this ad delivery method. Their logic was that household services (and those which could help with emergencies) would, by nature, need high quality, hyper-localized results. Until May of last year, Local Services ads were only available for electricians, HVAC professionals, carpet cleaners, plumbers, garage door repair services, and locksmiths.

Today, in addition to the above, professionals and those offering these services can apply for Nashville Local Services ads.

Active now:

• Cleaning services
• Window cleaning services
• Criminal lawyers
• Water damage services
• DUI lawyers
• Siding services
• Tree services
• Lawn care services
• Air duct cleaning services
• Real estate agents
• Roofers
• Litigation lawyers
• Estate lawyers
• Pest control services
• Movers
• Malpractice lawyers
• Fencing services
• Personal injury lawyers

Coming soon:

• Appliance repair services
• Bankruptcy lawyers
• Videographers
• Tax services
• Financial planning services
• Chiropractors
• Towing services
• Architecture services
• Mechanics
• Window repair services
• Foundation repair services
• Interior designers
• Junk removal services
• Family lawyers
• Immigration lawyer services
• Labor lawyers
• Carpenters
• Event planning services
• Business lawyers
• Flooring services
• Countertop services
• Contract lawyers
• Photographers

Whether you are a lawyer, real estate agent, or someone who provides household repairs – roofers, appliance repairmen, and tree removal specialists – we strongly encourage you to work with a Nashville Local Services ad company to take advantage of this opportunity.

Do I Need a Nashville Local Services Ad Company?

Local Services ads have a host of benefits. As we’ve mentioned above, they solve one of the biggest pain points of online advertising: spending money on people who won’t hire your company. You don’t want to show your listings to people who are too far away to use your services or who are searching for something unrelated. This method has the potential to bring in a lot of new business for a relatively small monthly investment.

By hiring a Nashville Local Services ad company, you can be sure that your ads are properly calibrated. Agencies like Webconsuls work directly with you to understand what your business offers, how you can outrank the competition, and how to maximize your budget. We believe that most of digital advertising is smart money management, combined with constant ad tweaks, updates, and optimization.

For many people, Google Ads don’t work right out of the box. They may try a “set it and forget it” approach, which usually results in wasted money and minimal return. A professional Nashville local service ad company will continuously modify your ads based on performance. Additionally, we’ll suggest budgetary fluctuations and other strategies that can improve your results over time. These small changes add up to big results.

To learn more about Local Services ads, contact Webconsuls today. Our managing partners are happy to help you through the process of creating and optimizing your online presence.

The post Who is Eligible for Local Services Ads? appeared first on Webconsuls.

Okay, confession time: we’ve never been fans of Black Friday. Somehow, getting trampled in a Walmart at 3AM has become a holiday tradition, and the Webconsuls team is not here for it. What we do love is supporting our East Nashville neighbors. As we gear up for Small Business Saturday, consider stopping by one of our favorite storefronts out east.

Why You Should Shop Small

Whether you’re looking for holiday sales or everyday necessities, small businesses are a great resource. You may have heard a lot of buzz about ignoring big box stores in favor of mom-and-pop shops. While supporting local companies may feel good, there’s also a host of benefits to shopping small.

Helping Your Community. When you spend a dollar at the farmer’s market, that dollar is more likely to stay in your community. This results in greater wealth and more jobs in your area. On average, 48% of each purchase from a local, independent business is recirculated locally. At chain stores, that number is just 14%. This is referred to as the local multiplier effect.

Small Businesses Are the Backbone of Our Economy. This is a popular saying among politicians, and for good reason. Since 1995, more than half of America’s jobs have been created by small businesses. More research shows that since 1990, big box stores have eliminated 4 million jobs, while small business owners have added 8 million of them. The more you support local establishments, the more careers will be created.

You’ll Find Something Special. At big box stores like Walmart or Target, inventory is largely determined by the average consumer. This results in a lot of generic stock. If you’re looking for a unique gift, vintage piece, or specialty item, you’re much more likely to find it in the cozy confines of a small business.

Relationships and Better Service. Finally, you just can’t beat the service you’ll find in a local storefront. Owners may be willing to work with you to create custom pieces, source niche items, or special order exactly what you need. Not only will you build lasting relationships with other people in your area, but you’ll discover hidden treasures along the way.

Best East Nashville Small Businesses

Webconsuls has just renovated our own office space in East Nashville, Tennessee. We love being a part of this inspiring and artistic neighborhood. Here are a few of our favorite local businesses; if you’re in town for Small Business Saturday, we advise you to check them out.

Best Pizza – Italia Pizza & Pasta

Looking for a memorable meal and great customer service? Look no further than Italia Pizza & Pasta. They’ve got options for every dietary preference and restriction, and they’re always fast and friendly. Fun fact, Steve Buscemi ate there, so you know it’s good.

The Ultimate Cup of Joe – Ugly Mugs

Fancy coffee without the fancy attitude. Helmed by owners Jarod and Courtney (the friendliest faces in East Nashville) and staffed by long-term baristas (shoutout to Josh), Ugly Mugs is down-to-earth. Also, their cold brew does not mess around. If you’re looking for a cozy spot where people will remember your name and memorize your order, we recommend this coffee shop.

Best Workout in Town – Title Boxing East

The trainers at Title Boxing East have turned a high intensity workout into an accessible, enjoyable, COVID-friendly experience. When you walk in, you’ll be greeted by good music and people who will show you the ropes – no intimidation or steep learning curve here.

Unwind and De-Stress – Katie Parker Massage

Katie is a master of energy work and body massage. She’s highly experienced and knowledgeable, which equips her to fix ailments of all kinds through techniques tailored to your needs. She’s adapted to COVID by offering outdoor massage in a private tent.

A Truly Unique Bar Experience – Chopper Tiki

Chopper has everything you didn’t know you wanted in a bar: robot theming, tiki drinks, a mythical futuristic island origin story, exciting events, souvenir mugs… There’s something truly special about this East Nashville haunt. Their array of craft cocktails is available to go during COVID-19, and you can even purchase remote service date night sets that come with glasses, orchids, straws, and swizzle sticks.

Best Spot for Teatime – High Garden Tea

March’s tornado was devastating for East Nashville, and perhaps the greatest loss was High Garden Tea: an heirloom herbal and tea craft apothecary on Woodland Street. While their cozy and moody storefront may be gone, you can still get your hands on some of their magical herbal blends through their online shop. Please join us in supporting High Garden so that they can reopen their apothecary in 2021!

A Great Haircut – Hawkins Barbershop

If you’re like us, you’ve noticed the wave of hipster barbershops popping up around Nashville. While they may look sleek from the outside, you may not have had a great experience in those overstuffed leather salon chairs. For those sick of overpriced haircuts and pretentious barbers, Hawkins is a breath of fresh air. They call themselves “second to none,” and for good reason – Hawkins offers cuts, beard shaping, straight razor shaves, and more, all at the highest level of quality.

Vegan Food for All – Wild Cow

Wild Cow has been a Nashville landmark for ten years now, and their revolutionary take on vegan fare will satisfy even the most veggie-averse diner. Their food is locally sourced, cruelty-free, healthy, and incredibly fresh (Seriously fresh. They don’t even own a microwave or freezer).

Sip and Shop – Vinyl Tap

Have you ever been browsing a record store and wished you had a local draft beer in your hand? Us too. Enter Vinyl Tap: a place with new and used vinyl, local and regional craft beer, and the friendliest group of neighbors you’ll ever meet, all in one. It’s the perfect spot to pass an afternoon with fellow music aficionados.

When You’re Hurting – Catalyst Physical Therapy

Catalyst provides physical therapy services tailored to your needs. Chelsea will find the root cause of your pain, develop a custom plan, and teach you a long-term solution that builds strength and mobility for years to come. She’s extremely thorough and helpful, and we’d recommend visiting her Instagram for some great success stories, PT tips, and at-home exercises.

Seriously Amazing Food & Margs – El Fuego

El Fuego has moved to a brand-new location, and they’ve become our favorite COVID-friendly restaurant in East Nashville. The margaritas are made from scratch with freshly squeezed limes. The food is authentically Latin American. The tents are six feet apart, and there’s tons of seating. What more could you want?

For All Your Heating & AC Needs – Cumberland Cooling

When you’re dealing with home improvement and expensive appliances, it can be hard to find someone you trust. We’re so happy to have called Cumberland Cooling. Their team is honest and extremely responsive; we had an issue, and they came out and fixed it the same day.

Personalized Medical Attention – Riverside Village Pharmacy

Riverside is what pharmacies were intended to be. You can ask Candice, the owner, about any medical question; she offers complimentary 15-minute consultations. She knows her customers’ names and medical needs, and she follows up frequently to make sure you’re doing well. Riverside is also one of the few compounding pharmacies in Nashville – their state-of-the-art compounding lab enables them to make custom-formulated prescription medications just for you. Don’t take our word for it; check out the pages of great reviews on Google.

Support Small Business

We hope that this list has given you some leads on local companies who could use your support. When in doubt, ask around – you’d be surprised by how many of your friends and neighbors have developed a die-hard loyalty to a nearby auto shop, cocktail bar, or salon.

If you’re looking for small business marketing services, drop us a line.

The post The Best Small Businesses in East Nashville appeared first on Webconsuls.

Looking for Fall COVID-19 Activities in Nashville?

Today is the first day of fall! Tonight, the autumnal equinox marks the start of our Nashville fall celebrations. You’re officially okay to buy stashes of candy, start decorating for Halloween, and put some hot cider into themed mugs. We know that our festivities will look a bit different this year. Read on for some of our favorite fall COVID-19 activities near Nashville.

Spend the Afternoon at Cheekwood Harvest

This past weekend, Belle Meade’s Cheekwood Estate opened their signature autumnal event: Cheekwood Harvest. In addition to enjoying the changing leaves, you can see over 5,000 chrysanthemums, play in the Pumpkin House, and purchase your own autumn décor. This event is a favorite for parents and kids alike; for those without little ones, the estate has scheduled dog-friendly nights in the garden throughout the coming months. This event is truly a local favorite. Additionally, the venue is taking great pains to ensure mask-wearing and social distancing, meaning that it’s one of the best fall COVID-19 activities in town.

Boo at the Zoo

Every October, the Nashville Zoo at Grassmere puts on an event full of festive fun. Boo at the Zoo includes Pumpkin Town photo ops, a hay maze, dance areas, carousel rides, animal shows, trick-or-treat stations, and a magical walk-through experience for the whole family. To make this fall activity COVID-19 friendly, the zoo has modified its policies to include staggered entry times and a 50% nightly capacity. Attendees will need to wear masks and purchase tickets beforehand. Members get special rates, and for everyone else, it’s $16 per person (kids under 2 are free). Get in the fall spirit and see some of the bears and tigers who like to stay up late!

Get Lost in a Corn Maze and Visit the Pumpkin Patch

Nashville is home to quite a few corn mazes and pumpkin patches, and for many, those locations represent fall in its purest form. While hayrides may be off the table, these places can be the perfect escape during these difficult times. However, you should still exercise caution when planning your visit. Call the location ahead of time to be sure that they are enforcing social distancing and mask-wearing. Fall COVID-19 activities near Nashville include Walden Pumpkin Farm, Honeysuckle Hill Farm, Lucky Ladd Farms, and Fox Ferry Farm.

Fall Tennessee Craft Fair

Each year, Centennial Park hosts the Fall Tennessee Craft Fair. This year marks the 42^nd annual observance, and due to COVID-19, the event will be moving online. Log on and shop finely crafted artwork created by award-winning artists; you can meet the people who made each piece and learn what inspires them. Visit the Tennessee Craft website to learn more about exhibitors and their work.

Celebrate Fall at Home

If you’re immunocompromised or don’t feel like leaving the house this fall, you can still get in the spirit with some at-home activities. Pumpkin carving (or painting) can be a fun way to spend the afternoon; have a contest with your housemates to see whose turns out the best. You can also schedule a fall-themed movie marathon, whether you like scary movies or are in more of a Halloweentown state of mind. Finally, don’t forget our favorite autumn staples, like cider, leafy wreaths, and hearty meals. With a little planning, this fall can feel just as special as it has in years past.

Miscellaneous Fall COVID-19 Activities

There are a few more ways that you can enjoy the changing leaves and cooler weather this month. If you’re up for the drive, we recommend driving out to East Tennessee to take a hike; while the Smokies are a favorite destination, Monteagle is a beautiful area that’s a bit closer to Nashville. East Tennessee is home to countless great trails with a wonderful view of the leaves. We also recommend DIYing a fun Halloween costume, preserving some beautiful fall leaves, baking an apple pie (we will also accept pumpkin pie), digging out your favorite cozy sweaters, and voting.

Stay Safe This Fall

As the weather cools, we hope you will get to spend some time outdoors with family and friends. However, we urge you to keep your health and safety as your top priority. Experts warn that a fall COVID-19 spike could be coming. Take extra precautions to protect yourself and others as you celebrate Halloween and the autumn season. Wear a mask, socially distance, and limit the time spent in public spaces. We’re excited to see how you get creative with your celebrations this fall, Nashville!

Webconsuls is a full-service digital agency based in Nashville, TN.

The post Fall COVID-19 Activities Near Nashville appeared first on Webconsuls.

At Webconsuls, we’re known for our digital marketing skills – okay, it’s for good reason. We’re dedicated to constantly optimizing our approach, which means that our team is always on the cutting edge of the online landscape. However, a lot of our friends and neighbors may not know the full scope of what we have to offer. Today on the blog, we’ll discuss four lesser-known Webconsuls services that you can use to boost your business.

Custom Development Services

We’ll admit it, we’re the definition of techy. Our clients have access to a full range of development services, ranging from traditional web dev to custom portals. Geared towards small and mid-size companies, we can build just about anything you need to advance your business. Looking for your own intranet with a customized CRM (customer relationship management) platform? We can do that. With our help, you can serve your clients through a user-friendly system that your team can easily update and manage.

Our developers are highly skilled in PHP, .NET, CSS, and JavaScript. Through these languages, we build PHP web portals, CMS solutions, CRM systems, ecommerce storefronts, enterprise applications, .NET projects and more! In addition to building websites, our services include creating the content that goes on them.

Photography for Web

Photography can be a powerful storytelling tool to highlight your facility, team members, products, and day-to-day experiences as a company. High quality imagery is vital to businesses of all sizes and ages, and it can be used in all of your marketing materials; when done right, one photoshoot can be repurposed for digital ads, social posts, and your website.

Because photography is so critical to legitimizing and promoting your business, it’s important that each shoot is effective. Contractors or outside companies engaged for one project may not fully recognize your needs. This can result in images which are beautiful, but which look strange or crop poorly on your website or in digital ads. When you’re promoting your company, be sure to choose a partner who understands your goals.

At Webconsuls, we create aesthetically pleasing branded content that effectively demonstrates your offerings. Our photographers create shot lists tailored to each unique use case; for example, we will take product photos for online listings and lifestyle shots to post in digital ads. This ensures that you receive images that truly work for your needs. In addition to offering still images, we also provide compelling video content.

Videography That Sells

It’s also common for business owners to hire individual contractors for videography services. Unfortunately, even if you like a person’s work online, one-off work can often lead to content that isn’t cohesive with your brand, photography, or business goals. It’s important to make videos that really work for you – not just something that looks pretty. The goal of a shoot is to generate a significant return on that investment.

At Webconsuls, we serve as a long-term strategic partner. Our team takes the time to truly understand your goals, aesthetic preferences, and target market. On top of that, we know what works. Webconsuls will collaborate with you to make branded video content that showcases your company and your unique offerings.

Brand Development Services

Whether you’re an established corporation with outdated branding or a fledgling startup looking for a logo, Webconsuls is here to help. We offer full branding services; in addition to providing beautiful brand marks and style guides, our content strategists can help you to craft your brand’s voice, positioning, messaging, and more.

Our brand development services include…

• Building a new brand from square one
• Rebranding an established company
• Developing brand messaging and positioning
• Strategizing for the future of your brand
• Identifying areas for future expansion
• Designing company logos and style guides
• Creating a social media strategy for your company
• Crafting written copy for websites and socials in your brand voice

Beyond design services, our strategists can help you to position your brand moving forward. If you’re hoping to expand into new markets, identify potential audiences, or grow your social following, we can help. By honing your brand, you can help your message to resonate with more people, which sets you up for success with a larger customer base.

You offer amazing services and help clients every day; isn’t it time that your identity reflected that? We’ll work with you to build a brand that aligns with your mission, values, and goals for the future.

If you’re interested in any of the services highlighted above, contact us today. Our managing partners are standing by to speak with you about your brand, website, and content.

Webconsuls is a digital agency with offices in Nashville, TN and Los Angeles, CA.

The post More Than Marketing: 4 Lesser-Known Webconsuls Services appeared first on Webconsuls.

As digital marketers, our strength lies in fully understanding your business. Once you decide to work with Webconsuls, we’ll kick off that relationship with a discovery session. If you’ve never partnered with an agency before, you may have some questions about this process. Today, we’ll walk you what to expect in a discovery session.

What is the Purpose of a Discovery Session?

Our primary concern is developing a deeper knowledge of your company. Specifically, a discovery session helps us to unearth your current challenges, what you’ve tried in the past, what has and hasn’t worked, and your overall goals. With this information, we’ll know which of our services would most benefit you.

The other key function of a discovery meeting is to identify your target audience, unique offerings, and business situation. 

Who is Your Ideal Customer?

Identifying your target audience is an important goal of the discovery session. By dividing each set of clients into their own demographic categories, it becomes easier to cater advertisements to each group of potential customers. This applies to all marketing efforts; even if you’re a B2B company who works with large organizations, you will be discovered by individuals. What do those people look like? Demographic considerations include:

• age,
• gender,
• location,
• income level,
• occupation,
• marital status,
• religion/values,
• family size,
• opinions/attitudes,
• hobbies,
• shopping habits, and
• company size.

Having this information helps us to tailor advertisements to your audience. It also enables us to find them where they are. For example, younger people may see your ad on Instagram, while their parents are more active on Facebook. During this process, you can explain which markets you would like to expand into; we can change our digital strategy to capture leads from these individuals as well.

What’s Your Unique Offering?

After identifying your target audience, we need to know what sets you apart from the competition. We may ask questions like…

• Who is your main competition?
• What makes your business unique?
• Why have you lost deals to competitors?
• What do you offer that your competition does not?
• How does your pricing differ from your competition?
• Which objections do your prospects have during the sales process?
• Do your competitors have any successful marketing tactics?
• Why should a potential client choose you over other businesses in your industry?

Why is your unique offering important? It is likely that many of your potential clients have a hard time deciding which option within your industry is the one for them. Some choices, such as the selection of an addiction treatment facility, are especially difficult to make for the average consumer. The industry itself is challenging to understand, and a layperson may not know the signs of a legitimate organization.

That’s where we come in. Through this discovery session, we assist your customers by making your unique offering obvious and memorable. We will highlight your outstanding service or superior product while also using differentiation to create a competitive advantage.

What’s Your Business Situation?

Finally, we need to understand your business’s strengths and weaknesses in order to develop a concrete strategy based on your best assets. For example, we don’t want to build a campaign boasting about your customer service if your team is unable to handle a high volume of questions and requests. Instead, we tailor your marketing to your biggest strengths, whether that’s a specific product offering or a niche service.

To more fully grasp your company’s situation, we will use the discovery session to ask several questions, including:

• What are your goals, mission, and vision?
• Which areas of your business are performing well?
• Which parts of your company are underperforming?
• Do you have any plans for expansion? If so, in which areas?

Once we know what you want to emphasize, our team will work with you to build up your business’s strengths through a comprehensive marketing effort. 

Invest in a Discovery Session

After a discovery session, you will have an improved understanding of your company’s goals, audience, and competitive advantage. This meeting serves as a powerful tool that creates an efficient working relationship between client and agency. Are you ready to incorporate a discovery session into your marketing efforts? Our team is standing by.

Webconsuls is a full-service marketing agency with offices in Los Angeles, California, and Nashville, Tennessee.

The post What to Expect from a Discovery Session appeared first on Webconsuls.

Ah, the age-old question of internet marketing: should I focus on PPC or SEO? When brainstorming about your digital marketing strategy, you’ve probably asked yourself this more than once. Pay-per-click (PPC) ads, like Google Ads, pop up in relevant searches, promoting your company to a wider audience, while SEO can boost your ranking in these same results, free of charge. So what should you spend more time on? It’s not quite as complicated as it seems. We’ll guide you to online success in today’s blog.

What’s the Deal with SEO?

SEO, or search engine optimization, refers to the practice of putting relevant content on your website. This content helps to boost your site’s visibility to search engines and the people using them. For example, if you’ve got an online portfolio with a small amount of text and alt-tag-less images, search engines probably won’t know much about your products and services. By writing keyword-rich, long-form content, like pages and regular blog posts, you educate Google, Bing, and other search engines about what’s on your website. This incentivizes them to raise your ranking and send visitors your way.

SEO Pros – SEO has a lot of benefits. First, it’s free. If you take the time to educate yourself on SEO best practices, you can handle this entire process in-house. We recommend writing clear, descriptive, and helpful content that’s easy to read. Try to use keywords – terms you think people would search for – when putting together pages and blogs on your site. Avoid the temptation to “trick” the algorithm. Google and other search engines have evolved to punish scammy or sketchy sites that are stuffed with keywords or nonsensical language. These deceptive pages will be buried in search results.

SEO Cons – There’s one major drawback to sustained growth via SEO: it’s time-consuming. Setting up baseline SEO is simple. Continuing to improve is a bit more challenging. If you want Google to see you as a dynamic, exciting place to send searchers, it’ll take some regular writing. Long blog entries, ranging from 800 to 2,000 words, are a staple of killer SEO strategy. There are also some more technical components of SEO, like backlinking, with which you may want expert assistance.

In summary, SEO is a long-term strategy that requires a bit of elbow grease. By writing great blog posts and doing some keyword research, you can expect a boost in your ranking (and an increase in leads).

Google Ads Explained

Google Ads represent a pay-per-click advertising strategy; you and your competitors can bid on the chance to show ads on relevant Google searches. You can customize the goal of your campaign. Do you want potential clients to call you for a quote? Would you rather they visit your site to complete a contact form? This customization is available to Google Ads users.

PPC Pros – Google Ads don’t charge for exposure; instead, you’ll only be charged when a person clicks on your ad. Additionally, they involve a great amount of flexibility. You can modify campaigns to reach new audiences who may not have heard of your services before, or to promote a timely offer. This can be an incredible boost for smaller companies who don’t have time to update their SEO to reflect promotions and seasonal changes.

PPC Cons – Unfortunately, Google Ads aren’t a magic bullet. They cost money, and they don’t improve your organic search rankings. This means that you’ll need to do the work of SEO in addition to your advertising efforts; otherwise, you’ll be stuck paying for traffic instead of receiving any organically. However, they are a quick, exciting solution for businesses who are just getting started or who are short-staffed.

Basically, PPC is a tool for specific advertisement. If you’ve got a sale to promote, or if you’d like to reach new people, this is the path for you. Google Ads can help you to get eyes on your business, even if you’re in the earliest phases, while you build your SEO strategy from the ground up.

Finding Your Strategy

As we promised, the answer to SEO or PPC isn’t cut and dry. Both of these methods can help your business in different ways. By investing your time in creating helpful, descriptive content, you can boost your company’s organic search ranking. This helps you to be found more often and build your reputation online. Through campaigns on Google Ads, you can reach new audiences, promote seasonal sales, and reach new customers more immediately. By combining these two approaches, you can bring traffic to your site and enhance your chances of long-term success.

If you need help setting up stellar SEO that moves the needle (or Google Ads that draw more clicks), we’re here to help. Contact us for more info.

Webconsuls is a digital marketing company specializing in SEO and Google Ads.

The post SEO vs. Google Ads: Which is Right for You? appeared first on Webconsuls.

The top section of the Google search results page was recently replaced by a large banner showing a SAMHSA (Substance Abuse & Mental Health Services Administration) addiction hotline number. SAMHSA is a government agency whose website contains addiction and mental health resources. This change has been implemented in certain states, and according to a source at Google, it will soon be implemented nationwide. In the coming weeks, the majority of addiction-related terms will trigger this banner to show above the fold, before paid ads and organic listings.

Desktop Example

Mobile Example

Google’s Hotline Boxes

The top section prominently displaying the SAMHSA phone number is referred to as a hotline box: a part of Google’s knowledge panel. Today, a Google source confirmed that they are applying hotline boxes to addiction-related terms. Google does this for important searches that suggest a crisis or emergency requiring immediate help, like human trafficking and suicide.

The exact layout of the page differs slightly by term and device, but overall the SAMHSA number occupies the top. Google Ads have been moved either under the hotline banner or to the bottom of the page. A majority of the time, the top result receives the most clicks.

Combine this with the phone number being recommended by Google and a government behavioral health directory, and the advantage for SAMHSA is enormous. A large portion of leads will be calling this number.

What Happens When You Call SAMHSA?

So, what exactly happens when SAMHSA’s hotline number is dialed? We tested it and received a list of the 5 treatment centers closest to our location which is their standard practice.

Although the intentions of this are good, there are an array of issues that arise, affecting user experience from both a search and addiction treatment perspective.

Dialing the SAMHSA hotline directs you to the closest centers, when local help isn’t always the best option. There are times where an individual needs to get out of toxic environment to have the best chance at recovery. Additionally, local centers may not offer the appropriate levels of care or clinical services required by the individual.

The Impact on LegitScript and Google Advertising

Taking away the top section of the search results page diminishes the value and purpose of LegitScript certification and centers competing fairly for addiction treatment terms. Addiction marketing online became so unethical that Google banned addiction related ads until a strict certification process could be implanted. That certification process became LegitScript certification.

Many treatment centers pay thousands of dollars and dedicate dozens of hours to becoming LegitScript certified to be able to run Google Ad campaigns. Search ads show at the top of the search results, and therefore drive many leads to treatment centers.

Removing the top section and replacing it with a hotline number moves Google Ads down the page, diminishing the value of Google Ads and the value of certification.

Diminishing the value of LegitScript certification isn’t in the best interest of the treatment industry or those seeking help. LegitScript assures a center is licensed/certified, but also goes into a much more rigorous process to make sure the center is ethical and provides quality treatment.

The requirements for being listed on SAMHSA are much more lax than becoming LegitScript certified.

What Treatment Centers are on SAMHSA?

There are several non-certified centers on SAMHSA. On our first search, the third treatment center listed on SAMHSA had a facility name that was questionable, which made us think it could be a lead generation company. This listing didn’t have a website, so we Googled the address, revealing a different treatment center’s website whose name didn’t match the name on the directory. Upon further research, we found the original center’s name was changed because the owners were arrested for patient brokering a year ago. Patient brokering is akin to human trafficking, meaning that the Google hotline that seeks to help those in crisis can actually cause unintended harm.

Protecting those seeking addiction treatment from unscrupulous players is precisely what the industry worked so hard to achieve.

If we’re putting addiction in the same category as suicide and human trafficking, we need to hold it to the same standard of delicacy and scrutiny. If an individual considering taking their own life or a victim of human trafficking called a hotline with unsafe resources, it would be unacceptable.

Help Stop Google from Implementing the Addiction Hotline

Since not all centers on SAMHSA are LegitScript Certified or members in good standing at the National Association of Addiction Treatment Providers, we want to urge Google to stop using the hotline box for addiction related searches.

If you’d like to help, mention the hotline to your Google Ads representative during your next meeting or submit feedback on the hotline box. To submit your feedback on the hotline, click the small grey feedback text in the bottom right corner of the box.

After clicking the link a box will appear that will give you the opportunity to voice your concerns.

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Black Lives Matter: Nashville

The recent deaths of George Floyd, Breonna Taylor, and Ahmaud Arbery have sparked protests across America, with some of the most notable taking place in Nashville, Tennessee. Through marches, phone calls, and petitions, Tennesseans have called for legislators to enact meaningful change in the form of public policy. As Nashville responds to Black Lives Matter, we want to keep you abreast of developments in local protests, recent rulings, and ways to get involved.

Unaffiliated Looting and Arson

Nashville has been home to some of the most well-documented protests of the past several weeks. For example, a peaceful demonstration on May 31^st gave way to looting and vandalism at the Metro Courthouse, prompting Mayor John Cooper to declare a state of civil emergency. The days following saw 10 p.m. curfews, along with the arrest of 25-year-old Wesley Somers in connection with fires lit at the courthouse.

The Equity Alliance, one of the “I Will Breathe” rally organizers, tweeted, “We witnessed white people defacing public property while marching and told them to stop. The people attempting to set fire to the Metro Courthouse right now are NOT associated with today’s peaceful protest rally… It is our firm belief that those individuals defacing and destroying public property after the rally were not part of the original event.”

Nashville police tried to identify the individuals associated with acts of vandalism, whom they say hijacked the demonstration and used it “as a cover for the destruction they wanted to employ.” Police spokesman Don Aaron said that the Nashville Police Department suspects that white supremacist groups could have been involved, although it is too early to know for sure.

Mayor Cooper voiced his support of the afternoon’s demonstration, tweeting that the rally was peaceful and adding that, “We cannot let today’s message of reform descend into further violence. If you mean our city harm, go home.”

Six Teen Girls Organize Peaceful Protest

Fortunately, the demonstrations that followed have not been marred by outside influence or acts of violence. A particularly bright spot in recent news is last Thursday’s Black Lives Matter protest, which was organized by a group of six teen girls. Nya Collins, Zee Thomas, Emma Rose Smith, Kennedy Green, Jade Fuller, and Mikayla Smith – all students ranging in age from 14 to 16 – took just five days to organize the June 4^th demonstration.

“We felt like we needed to do more, because change is not going to just happen overnight. We’re teens and we weren’t seeing any youth speaking up because they didn’t feel like they have a voice,” said Emma Rose, 15, a sophomore from Franklin, TN. “We wanted to show teenagers and youth that we need you guys and we do have a voice.”

Emma Rose and the other organizers met on Twitter and formed a group called Teens4Equality. Through a group text thread, the girls coordinated and spread the word, reaching out to other organizations and sharing flyers to social media. They met for the first time on the day of the march, which they hoped would attract at least 1,000 attendees.

More than 10,000 Nashvillians marched alongside them.

In an interview with Good Morning America, the teens emphasized that the demonstration was peaceful and featured people of all ages, races, and backgrounds, just as they had hoped. Their Instagram account has accrued more than 20,000 followers, and the girls are planning a second march for next month.

Nashville Police to Wear Body Cameras

These protests and calls for action have created real results. In an announcement this week, Mayor Cooper told the public that Nashville will begin to outfit Metro police officers with body-worn cameras.

“Since campaigning for office, I have supported body-worn cameras in Nashville and the need to invest in this vital technology the right way. We are delivering on that commitment today, and we are doing it in a cost responsible way.”

The cameras will be deployed beginning this July in Nashville’s West Precinct, with 86 body-worn cameras and 65 patrol car cams, which will provide additional views of incident response. Currently, the West Precinct is the only location with the IT capabilities to support this new tech; the mayor’s office hopes to update other precincts’ infrastructure as soon as possible. The deadline to implementation? Six months from now.

District Attorney General Glenn Funk praised Mayor Cooper for prioritizing this project, stating, “Body cameras will promote trust and accountability for law enforcement and the people of Nashville… These efforts will lead to a safer Nashville.”

Black Lives Matter Leads to Legislation, Other Changes

Fortunately, there appears to be even more legislation in the works. The George Floyd Act (HB2291) would change the way that officers use (or threaten) to use physical, deadly, and excessive force in the line of duty. The bill includes the ban of chokeholds and requires officers to give a verbal warning before firing a weapon, among other provisions. “We need to enact them not later, but right now. The people are crying out for action and that’s what they should get,” said State Representative Mike Stewart.

There have also been calls for the city follow in the footsteps of Chicago and Boston to hire a chief diversity officer. However, Mayor Cooper has not indicated whether this hire will be made. Citing budgetary concerns due to the tornado and the COVID-19 pandemic, the mayor said, “Everyone recognizes that this budget is not accomplishing what we all went into local government trying to do. Unfortunately, this budget is to get us through… the dramatic loss in revenue.”

Nashville, Get Involved

If you’re looking to get involved with Nashville’s Black Lives Matter movement, there are quite a few ways to do so.

Take to the Streets! Join a peaceful protest whenever you’re able. The girls at Teens4Equality are planning another protest on Independence Day: July 4^th. They’ll be providing voter registration, snacks, and water at Bicentennial Capitol Mall Park. There are other gatherings taking place. To learn more about upcoming events…

Stay Updated. Follow Black Lives Matter – Nashville on social media or their website. They will be affiliated with all official acts of peaceful protest, and are a great source of information for local action.

Volunteer Locally. Gideon’s Army is a grassroots organization based in Nashville that seeks to dismantle the school-to-prison pipeline through social activism. Their programs address youth violence, policing, and juvenile justice, as well as local problems disproportionately affecting the Black community. This March, they led tornado relief efforts for the North Nashville neighborhood, which saw far less volunteer turnout than Germantown or East Nashville. They have virtual trainings available now – donate today, or join them for a multitude of impactful volunteer opportunities.

Donate to Bail Funds. In this time of historic public demonstration, online fundraising is key. When protestors are arrested, donations to a local bail fund can help demonstrators to go home and plan their defense before trial. The Nashville Community Bail Fund is now accepting donations via PayPal.

Be Mindful of Where You Shop. It’s important to know where your money is going. National and local businesses have taken a stance on Black Lives Matter; after recent racist tweets from owner Jeremy Palmer, the Corner Pub in Green Hills has seen social media backlash, boycotts, and the dissolution of a business partnership. In the complete opposite vein, most local businesses have come out in support of the cause. The Mac Shack, Bryan Lee Weaver (owner of Butcher & Bee), Chopper Tiki, and many others have released statements in support of #BLM. East Nashville favorite Dino’s has also shared a list of Black-owned restaurants to visit. Be intentional of where you’re spending your money during this time.

Educate Yourself on the Issues. Be a better ally by educating yourself on the history of racism in America, along with the issues currently faced by the Black community. This can take the form of reading pivotal works, watching documentaries, and even diversifying your social media feeds. Great Big Story has compiled a helpful guide to this process.

Webconsuls is a full-service digital marketing agency with offices in Nashville, TN and Los Angeles, CA.

The post Nashville Responds to Black Lives Matter | Protests and Recent Rulings appeared first on Webconsuls.

1 in 5.

1 in 5. That’s the number of Americans who have a diagnosable mental illness right now. As you’re reading this article, friends, colleagues, and total strangers are dealing with the symptoms associated with anxiety, depression, and myriad other disorders. Many of them have experienced traumatic events at some point in their lives. It’s impossible to tell someone’s mental health from a glance.

1 in 5 – 20% – is anything but a small amount. On average, people in the U.S. spend 20% of their day watching television. 20% of dogs are adopted through friends or relatives. 20% of college students use Snapchat. These numbers are enough to indicate powerful trends in a group’s priorities and well-being. So why is mental illness such a hush-hush topic?

The answer is the stigma and discrimination surrounding mental health in America.

Stigma is when someone sees you differently – in a negative light – because of a mental illness. Discrimination is when you’re treated differently because of it. Humans are social creatures, and our group dynamics can be extremely influential. Social stigma and discrimination often make mental health problems worse and stop people from accessing the help that they need. For many, the only way to learn more and seek professional help is to perform a quiet, confidential search on the internet.

At Webconsuls, we hope to make mental health care available by promoting the services of accredited, evidence-based treatment centers from all corners of the United States.

“Do I Have Depression?”

Life insurance agency TermLife2Go used Google Trends to determine which mental health symptoms Americans were searching most frequently on a state-by-state basis. They found Washingtonians looking into internet addictions, Louisianans Googling postpartum depression, and West Virginians worried about mood swings. Many of these symptoms – particularly California’s concern about intimacy issues and Tennessee’s searches for low libido – are considered too taboo to be discussed with others.

In another study, researchers found that in the United Kingdom, someone Googles “depression” every two seconds.

For the search-minded among us, these trends probably come as no surprise. Google is the first place that younger people turn to for any type of information, whether it’s a niche sports stat or celebrity gossip. It stands to reason that we’d also find it natural to consult a search engine about concerning health issues, especially since unlike doctors, Google is available 24/7. However, the truth is probably more complex than that.

The perceived stigma around mental illness cannot be overstated. Mental health challenges are more complicated than most people realize; while they’re increasingly common, even the most confident individuals balk at the idea of widespread knowledge of their mental illness.

Dr. Jeanette Downie, Deputy Medical Director for the Priory Group, says, “I get some people (fairly high powered business people or people who are well known) who are terrified of people finding out and feel that they have absolutely ‘failed’ by being ill, and they often wait until they are really unwell before they come for help. People simply wouldn’t feel the same about a physical illness, like a heart condition.”

Mental Health Month was created to address this exact phenomenon.

About Mental Health Month

Beginning in the 1940s, Mental Health America and other groups began to observe Mental Health Month each May. By holding educational seminars, hosting events, and sharing resources to social media, this observation has spread throughout the United States. Key mental health services, such as screenings and informative programming, are provided each year. Ultimately, the goals of Mental Health Month are to educate the public, assist individuals in accessing care, and to dismantle the stigma surrounding mental illness in America.

Mental Health SEO: Ensuring Good Organizations Rise to the Top

The sheer volume of searches for mental health concerns speaks for itself. However, it comes with a sense of social responsibility – what happens if someone is directed to a fraudulent treatment center, or a scammy directory in which companies pay for referrals? At Webconsuls, we have made it our mission to help legitimate, accredited organizations to break through this noise. In doing so, we hope that those in need of help will be able to access high quality care.

Today, any drug and alcohol addiction treatment centers wishing to advertise on Google, Bing, or Facebook must achieve LegitScript certification. In order to gain this credential, a center must be properly licensed, have proof of a physical location, present policies demonstrating a commitment to best practices, and submit to a background check for all employees – among other requirements. We guide eligible companies through this process, helping them to reach those in need of treatment. In turn, fly-by-night organizations drop in ranking, preventing vulnerable people from falling victim to a scam.

When you’re seeking help for mental illness, it’s essential that you’re able to access factual information and evidence-based care. We’re here to help you along the way.

Webconsuls is a full-service digital marketing agency with offices in Nashville, TN and Los Angeles, CA.

The post Celebrating Mental Health Month | Our Mission appeared first on Webconsuls.

Life in the Time of COVID-19 (& Also Tornadoes)

We’ve come a long way since March.

First, let’s acknowledge that in the past few months, we’ve had our lives turned completely upside-down. People all across the globe have dealt with strict “safer at home” orders, the sudden need to homeschool, and the abrupt closure of beloved establishments, among other unprecedented stressors.

In Nashville, things have been particularly tough. On the night of March 2^nd, a deadly tornado outbreak affected Middle and West Tennessee. In storms ranging up to EF3 and EF4 ratings, 25 people were killed, 300 injured, and more than 70,000 lost power. As local businesses and residents in East Nashville, Germantown, North Nashville, and Donelson worked to bounce back from the destruction, coronavirus set in.

When you lay it all out like that, things may seem overwhelmingly bad. The devastation caused by not one, but two major events has definitely challenged our state and its residents. However, this is exactly when good news becomes important.

Finding the Silver Lining

Bad news isn’t just upsetting – it can be detrimental to your mental health. In their recommendations for daily life and coping during COVID-19, the CDC recommends moderating your media diet. They state that watching, reading, or listening to news stories (even on social media) can be upsetting, triggering feelings of stress and anxiety. It’s not uncommon to develop concerns about protecting oneself or one’s family from the virus, or to feel distressed by the statistics surrounding coronavirus.

However, it’s important to remember that even as negative news events gain widespread coverage, acts of human kindness are everywhere – especially in the state of Tennessee. Many of us have personally witnessed these ourselves, whether in the form of volunteers sewing masks or friends picking up groceries for elderly neighbors. In these weird and wild times, there’s something comforting about the Volunteer State living up to its name.

In honor of Mental Health Month and Nashville’s volunteer spirit, we’ve compiled some of our favorite uplifting stories of human kindness during COVID-19. We hope they inspire you to believe in a brighter future for all of us.

Nashville Tornado Relief Efforts Continue

While sympathetic hugs or politician’s handshakes are now out of the question, tornado relief efforts have continued in spite of COVID-19. More than 500 people were accommodated in hotel rooms provided by the Red Cross, since mass shelters were not an option, and they have been fed catered meals delivered to the hotels (instead of at a large kitchen). Other volunteer organizations are making similar accommodations, restricting the number of people on a job site to the bare essentials. While logistics have gotten more complicated, volunteers continue to work hard to help their fellow Tennesseans to recover.

Support from Public Figures

Celebrities have gotten in on the relief efforts too. Country star Brad Paisley and his wife, Kimberly Williams-Paisley, have opened The Store, a free grocery open to those in need. The goal of this nonprofit is to enable food-insecure Tennesseans to shop for groceries with dignity and respect. Volunteers, interns, and staff have mobilized in the face of COVID-19, delivering food to high-risk elderly residents in affected communities.

Similarly, Oprah Winfrey has sought to support Nashvillians, particularly those in poor minority communities who have been disproportionately affected by the pandemic. She has called Nashville her foundation, donating $2 million to provide immediate food relief to underserved communities.

Drive-Through Graduations

In lieu of traditional cap and gown ceremonies, Nashville-area schools have transitioned to drive-through graduations for high school seniors, middle school graduates, and even younger children. For all, this event marks an incredible milestone that should be celebrated by other students, parents, and members of the community. A video of Pearl Cohn student Dontrail Spencer’s emotional graduation ceremony has gone viral, and for good reason – it demonstrates just how important these parades can be.

A Semi Truck Dumped Like 40,000 Pounds of Mac & Cheese on I-24

This one is more of a side note. Is this technically good news or a story of human kindness? No. Did this ridiculous headline make us laugh? Yes.

Photographer Raises Money for Nashville Humane

Local photographer Wendy Jo O’Barr has begun offering pet portraits to raise money for the Nashville Humane Association during COVID-19. Her professional photographs are taken from a safe distance, but they capture the unique personality of each animal – and raise funds for those in need.

Running Errands for High-Risk Neighbors

East Nashvillian Sarah Townsend Smith posted on social media asking for high-risk neighbors to email her with any errands they needed done. She received an outpouring of support from others who wanted to help pick up groceries and prescriptions for those in need. Today, she’s connecting high-risk individuals with a large pool of volunteers, making a difference in countless lives each day.

Brighter Days Ahead for Nashville, TN

Whatever your experience during the coronavirus outbreak, we hope you’re safe and able to seek out good news like the stories above. These are just a few of our notable mentions – there are countless more… you just have to look for the silver lining.

Webconsuls is a full-service digital marketing agency with offices in Nashville, TN and Los Angeles, CA.

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