Have you ever considered buying a product or service only to be reminded of that product at every click of your web browser? This is most often seen in e-commerce scenarios, where online shoppers can’t seem to escape a heavy volume of ads around a product they have recently browsed. This is a common digital marketing tactic known as retargeting. While retargeting campaigns can get to the point of aggressive outreach (you know what I mean if you’ve ever felt taunted by that beautiful pair of shoes you never pulled the checkout trigger on), there is an artful way to retarget website users in a B2B (business-to-business) capacity. 

Let’s Start With The Basics: What Is Retargeting? 

Retargeting advertising refers to unique online ad placements served only to people who have already visited your website or are a contact in your database (such as a lead or customer). As opposed to traditional display ads, these ads are served to people who are already familiar with your brand or products. This allows the user the opportunity to bypass the education phase and jump straight into key reasons to engage or purchase now. Creative and messaging can be more confident, punchy, or urgent as you’ve already established a base relationship with these viewers. It’s similar to a second or third date; you get to skip the “getting to know you” fillers and jump straight into deeper topics.

The most common type of retargeting is known as pixel retargeting, meaning whenever a user comes to your website a piece of JavaScript (aka the pixel) is placed — making their browser “cookie-d.” Now this is one smart cookie, as when the user leaves your site, that cookie notifies retargeting platforms to serve specific ads based on the specific pages they had previously viewed. Pixel retargeting is the most timely, as the user is entered into the retargeting pool immediately and can be categorized based on specific page views or site interactions. The other type of retargeting is list-based, which refers to the manual upload of contact information based on sources outside of website traffic. This method requires more effort for manual configuration, but more control to create hyper-specific campaigns based on behaviors or criteria outside of website behavior. For example, maybe you want to retarget a group of prospects gathered at a recent trade show with a follow-up advertisement. 

What Are The Benefits of Retargeting Campaigns?

The benefits of retargeting ads include much higher ROI (return on investment) and the chance of conversion, as viewers have already entered the funnel. So now the question is what steps can you take to fully capitalize on retargeting opportunities?

  1. Determine Goals: First and foremost, you’ll need to determine the goals of your campaign as this will affect your ultimate retargeting strategy. Whether your company’s objective is to generate leads, increase conversions, or drive brand awareness, a singular goal should be defined from the start.
  2. Audience Segmentation: You’ve already split your full target audience into two key groups: new prospects and retargeting leads. Now you have an opportunity to further drill down your retargeting segment based on information you have gathered from these users. Because they have visited your website or engaged with the brand previously, you’re in an optimal position to serve them more personalized and relevant ads. Say a user engaged with the website only once before, you may want to serve them a more subtle nudge to re-engage and explore more. For a user that has engaged in multiple events (clicks, form fills, sessions), you can serve them more urgent action-oriented content. 
  3. Frequency: This is where you want to be extra cautious of ad fatigue and avoid over-serving ads to a user, as they will likely become overwhelmed and off-put by your brand. The key is to speak softly but carry a big message. Frequency caps allow you to limit the number of times an ad is served to a particular user within a certain time frame. In Google Ads and most other programmatic or DSP platforms, you can specify the number of impressions per day, week, or month. Operating on days will allow the most control over ad frequency and minimize the risk of ad fatigue. For social media advertising, Meta enables frequency settings for ad impressions that are available only for advertising campaigns with “Reach and Frequency” buying, or the “Reach” advertising goal.
  4. Dynamic Targeting: The beauty of a retargeting campaign is that you are not starting from zero. You have obtained some information on what a user is interested in or has historically browsed on your website. For example, if a user visits the landing page of Product A, you can serve them an ad specifically promoting that product rather than your full portfolio. On the contrary, if your user has engaged with a number of landing pages and visited the website frequently, you may want to promote the full suite of products and more urgent calls to action. 
  5. Compelling Creative and Copy: As we mentioned before, retargeting campaigns offer the greatest opportunity to expand your company’s official tagline or boilerplate. Because users have already been introduced to the brand, you can experiment with unique visuals and messaging catered to specific interests or needs. You can even A/B test different ad creative and copy to help identify what resonates best with your audience.

Now that you’ve established your campaign objective, target audience, and core content, it’s time to optimize your bid strategy to make the most of your ad dollars. 

Optimizing Your Retargeting Campaigns Bid Strategy

One of the most crucial ways to generate success from retargeting campaigns is by selecting the right bid strategy. This will increase campaign effectiveness by strictly limiting the cost of click/conversion.

Within all advertising platforms, there are two main options for bidding:

  1. Auto: An automatic bid strategy is similar to placing your car on cruise control. It means that the system will try to get the highest possible number of clicks/conversions within the established budget and determined performance targets. When setting up your ads you can assign a goal value, for example, the cost per click. In this case, the system will try to maintain this cost and pace the placements to not go over budget.
  2. Duration: In most advertising systems, you can specify how long a user will be included in your retargeting audience. In Google Ads and Meta, the default setting is 30 days, but you can customize this number to suit your needs and historical trends. For example, if your GA4 insights show that 90% of conversions occur in the first 7 days after the visitor first visits the site, there’s a much lesser chance that a given user will convert 30-40 days after visiting the site. Therefore, it may be more cost-effective to restrict retargeting to users for more than 7 days. You may find higher conversions and lower CPC (cost-per-click) by changing the membership duration from the base 30 days to 7 days. Be sure to actively monitor campaign performance and results for at least a few weeks and be willing to pivot based on what you find is or isn’t yielding results. 


Overall, retargeting campaigns are one of the most cost-effective methods of increasing conversions and reaching relevant prospects. The chances of conversion are much higher when that base foundation of knowledge within your brand has been established, and it gives you the chance to create highly customized advertising campaigns. However, there’s a lot to consider in setting up and optimizing your retargeting campaigns. That’s where a digital marketing agency can assist in strategy, placement, and ongoing monitoring for optimization opportunities. Contact Bluetext if you’re ready to retarget and set your campaigns up for success. 

Time to be honest – PR is a what have you done for me lately business, which can make the expectations for any media relations program extremely demanding. Especially if there is an appetite from clients or senior leadership for a consistent, constant cadence of tier-one coverage hits.

Tier 1 media outlets – the New York Times, NBC News, and CNBC’s of the world – are a beast when it comes to obtaining coverage placements. The news cycle moves extremely quickly and tends to focus on the top issues facing the nation. Securing opportunities in that ecosystem requires the right story angle, timing, and media contact. It can be challenging to strike that balance. As a result, finding that precise combination means Tier-1 coverage hits should be thought of as grand-slam home runs rather than singles.

But hitting singles and getting on base is critical to any good baseball team’s success. They build momentum, threaten the competition, and continue to drive attention. As does constant coverage in local and trade media. 

So How Do You Build Momentum?

A proper media relations strategy includes not just grand slam dingers but also a holistic approach that includes trade and local media. Let’s examine how B2B PR agencies can leverage local and trade press to drive the maximum eyeballs back to your client or company.

Local Media – Everyone Needs A Friend

Local news channels are great opportunities to reach an audience close to your company’s headquarters, pitch stories with a local data tie-in, or if a client indicates a particular market is of specific interest.

Newspapers, radio stations, and broadcast news outlets are critical targets. These outlets have a broad reach within their communities and can serve as valuable reps for spokespeople starting their media relations journey.  

When it comes to Bluetext’s DC media strategy, we prioritize WTOP, WJLA-TV, the Washington Business Journal and the Washington Post.

For up-and-coming PR professionals, cultivating relationships with reporters at local outlets drives coverage in the short term, and staying in touch with those journalists could lead to further opportunities as they progress in their careers.  

Trade Media – Find Industry Trades That Cover Your Beat

Trade outlets are critical to improving your brand’s awareness within a specific industry. Industry news via press release announcements, thought leadership content, or even investing in sponsored content or sponsored imagery at conferences and webinars will help announce your business’ presence as a leading player within the industry.

For example, we have several government contracting and government tech clients. To drive meaningful coverage for those companies, Government PR firms like Bluetext will prioritize FCW, NextGov, FedScoop, Federal News Network, and WashingtonExec to highlight new contract wins, leadership changes, and the latest trends within federal agencies.

To be successful in their pitching efforts, B2B PR agencies must emphasize a holistic media relations strategy that does not solely rely on national coverage but leverages local and trade momentum to build brand awareness. Consistently securing opportunities with local and trade media will bolster a company’s profile, eventually enabling companies to secure that critical Tier-1 grand slam.


Reach out to pr@bluetext.com to learn more about how we would build a holistic media approach for your business.


An organization’s brand voice is how they communicate its mission, value, and impact to audiences through various channels – press release announcements, interviews with reporters, social media sharing & engagement, advertising campaigns, event presentations, research reports, etc. A solid brand voice strengthens the brand entity through consistency of message, media interaction, and visual identity.

When it comes to developing that brand voice, there are often a number of internal teams, departments, and individuals that add their own particular feedback and goals to the brainstorming conversation. And if you are crafting a voice across a multi-organization collaborative program or partnership, that adds the layer of external requests to the number of “must-haves.” 

While it might seem like a heavy lift to bring multiple internal and external parties together to align on a cohesive brand voice, Bluetext understands how to best compile needed intel across stakeholder groups, choose strong messaging, and strategically advise the organization on how to create a consistent and credible brand voice across target audiences.

When it comes to cultivating a strong brand voice, there are three critical pillars. 


1. Determine What We Do, Who We Are, and Why We Do It

Organizations often have extensive and convoluted descriptions for why they exist and what their mission is – which is not scalable across multiple platforms or usage requests.  Establishing the brand as a known entity is undermined if it is being described differently by each stakeholder group either article-to-article, on social channels, or in presentations. 

Bluetext believes in connecting with each stakeholder group and asking specific and select questions that uncover common themes to develop the full story the brand is trying to tell. Getting a clear and concise baseline description of the purpose is the first step in building a brand voice and lifts the burden from each stakeholder group to give their ‘best effort’ on messaging when they speak about the brand. 


2. Identify Priority Targets 

Who are you truly trying to reach with your message? Each group of stakeholders likely has their own answers, which can result in a wide range that includes B2B C-suite, market influencers, media, and users/customers. 

While it’s important that each stakeholder feels their audience groups are properly recognized, priority targets should not be a broad ecosystem, but rather a focused group of targets that will maximize a brand’s sphere of influence. Determining exactly who needs to understand your brand is essential to achieving a company’s overarching goals.


3. Messaging Training is Imperative

With the nature of today’s news channels and social media platforms, cultivating a strong brand voice is as much about communicating legitimate information as it is combating misinformation. Bad actors can seize on messaging inconsistencies and potentially add commentary that questions which statements are factual and accurate – thwarting a company’s efforts to build a credible brand entity. 

Building guideline documents and conducting ongoing messaging and media training to educate internal and external spokespeople is critical to ensuring consistency and eliminating risks to an organization’s identity or reputation.

Maintaining a solid brand voice is an ongoing process that requires constant attention and check-ins with various internal and external parties to ensure they feel their objectives are properly recognized. And if the goalposts do shift, as they often do, adjustments need to be made as externalizing a consistent brand voice is the key to building public credibility.  


Need support in developing a unified brand voice? You’re not alone; this is a challenge felt by many organizations and one where Bluetext has a plentiful experience. Competing stakeholder voices can lead to internal conflict and muddled outcomes, but that’s where the value of a third-party perspective comes in. Bringing in an agency partner will ensure your messages resonates with new audiences and can act as a knowledgeable referee to consolidating many voices into one. If you’re looking for an experienced agency partner, contact Bluetext to learn about our approach and how it can be tailored to your business.

As of July 2023, we’re all Barbie girls living in a Barbie world. Or at least that’s how the recent social media and pop culture landscape has seemed. The release of Warner Brothers ‘Barbie’ movie has rocked box office sales and the marketing landscape. It brought back a sense of nostalgic childhood joy and sparked conversations nationwide around women’s empowerment and what it truly means to ‘be a Barbie girl’. And while the bubble-gum pink fantasy world may seem far removed from the traditional B2B marketing landscape, its promotional strategy and a wave of cross-branding opportunities is a noteworthy case study for any industry. And as digital marketing strategists, we must acknowledge some key takeaways that can be used to bring any campaign to life. Let’s break down the impressive marketing campaign that brought “Barbie-core” to larger-than-life proportions. 

To promote “Barbie,” which stars Margot Robbie and Ryan Gosling as life-size versions of the iconic childhood dolls, Warner Brothers deployed a multi-touch campaign costing an estimated $150 million. As expensive as that may seem, it contributed to box office sales of $165 million in North America alone, and a stunning $337 million globally. More impressively, it led to an undeniable media phenomenon that captured the attention of multiple generations all over the world. Bringing in external brand partnerships and a number of key influencer engagements, the strategy has already been called the marketing campaign of the year. Starting back in 2022, a promotional teaser image sparked conversation and anticipation of the movie even before production began. Leveraging a breadcrumb strategy, the campaign released incremental elements of the movie intended to spark curiosity and conversation. Blending paid media, like trailer placements, and earned media, such as social media buzz and user-generated content, the campaign took on a life of its own. Once the interest was piqued, the co-branding opportunities skyrocketed. From Barbie Dreamhouse-themed AirBnB rentals to partnerships with big brands like Progressive and Nissan everyone wanted to hop on the Barbie bandwagon. Here are some of the ways this campaign found success, and can be used as any go-to-market strategy.

Refined Messaging:

The Barbie brand has historically faced controversy around unrealistic beauty standards and women’s stereotypes. To reset how the world considers the iconic brand, Warner Brothers and Mattel needed to shift market perception to a more positive light. To appeal to mass audiences Barbie had to evolve into a more inclusive product that represented viewers of any age or demographic.  The story of Barbie had to be retold into one that promoted independence and various career trajectories Barbie was known for. The brand sentiment pivoted to a more positive light, showing Barbie as more than a stay-at-home Dreamhouse fantasy. One of the most famous taglines of the film, “If you love Barbie, if you hate Barbie, this movie is for you” addressed the past perceptions straight on. It openly recognized the history of Barbie and the fact that everyone has a unique and different relationship with Barbie. The tagline both tapped into and defied nostalgia, the marketing team’s willingness to use hate showed their willingness to break the rules. This further promoted the message that this is not the Barbie you think it is and inspire people to embrace the movie with an open mind that Barbie had evolved.

Breadcrumb Strategy:

Preparation for this campaign came long before the cameras started rolling to give small sneak peeks at the production that resulted in cumulative interest. Promotional teaser videos and social media images gave viewers insight into the film and the opportunity to join in on the conversation. People speculate over what the plot would center around, what the set design would look like, and how their childhood fantasies would be brought to life.

New 'Barbie' Teaser: Margot Robbie, Ryan Gosling Prepare To Exit Barbie Land – Deadline

Teaser campaigns are an optimal strategy, especially for lead-generation-focused campaigns. Take Bluetext’s work with the Thing Tamer campaign, a shortened promotional video was released in two parts to capture interest and drive people to landing pages to sign up for more updates. Ultimately users that signed up were notified when full videos were released, and when and where the event booth could be experienced. 

Leveraging AI:

Curiosity was a powerful tool for this campaign prompting the audience’s own engagement with the brand and movie. To create social media hype, the Barbie team employed AI tools to create promotional images that viewers could upload their own photos to create their own movie posters. This took off like wildfire across social media and various meme accounts, because it opened doors to letting anyone imagine themselves in their own personalized Barbie world. Customizable templates went viral, allowing users to show off their own creativity and version of “This Barbie does _____”. From famous celebrities to everyday people, the tool has been used over 13 million times since its release.

Barbie Selfie Generator uses AI to transform YOUR photos into movie posters - here's how to try it | Daily Mail Online


It’s no secret the power of nostalgia has taken over recent marketing trends, as it incorporated relatable elements that bring people back to happy memories of their past. Barbie embraced and defied nostalgia, preparing audiences for the unexpected nature of the movie. Tapping into a 60+ year legacy, the Barbie movie targeted older generations with memories of their favorite childhood toy while staying relevant to young girls buying and playing with the dolls today. The content marketing leg of this campaign was designed to unearth long-lost memories of playing with the dolls and excitement around the various versions while serving as an ode to how much Mattel has matured Barbie as a brand over the years. 

Co-Branded Collaborations:

Barbie tapped into the target markets of popular brands across multiple industries through the power of collaboration. From the obvious fashion and travel industry to more unexpected partnerships with home insurance and the automobile industry, the co-branded opportunities were endless. The unexpected partnerships were key for the Barbie marketing team because they allowed them to make a statement and defy expectations. This generated awareness of the movie amongst untapped audiences and created lucrative symbiotic relationships. From Microsoft creating a pink Barbie-edition Xbox to star-studded Chevy commercial ads, it became almost impossible to not notice the movie’s release. People in the market for travel luggage, or even home insurance, were roped into the phenomenon with limited edition deals and product releases. 

An Exhaustive List of Every 'Barbie' Movie Collaboration So Far

Barbie Xbox console & controllers | How could you get them? | Radio Times

Barbie's Malibu DreamHouse is back on Airbnb – but this time, Ken's hosting

So while this campaign may seem consumer-centric and out of touch for B2B brands, it serves as a valuable case study for any brand awareness campaign. Artfully blending new-age AI tools with deep-rooted nostalgia, and paid media with earned social media hype, the campaign succeeded in winning the heart of Barbie fans and converting previous skeptics into a new perception. Regardless of age, gender, or any demographic the campaign reminded us that with a little imagination and a pop of pink anyone can be a Barbie girl in their own definition of a Barbie world.

Ready to scale your own larger-than-life brand awareness campaign? Get in touch with the Bluetext team to learn more about various go-to-market tactics that can help your B2B brand take off.

Modern PR strategy has evolved significantly over the years to adapt to the dynamic digital landscape. A company’s communication strategy should encompass a variety of innovative techniques to engage audiences, drive brand awareness, and impact the organization’s bottom line. Bluetext has successfully employed these six strategies for our clientele that you should consider incorporating into your PR approach or, at the very least, ask your Agency why they aren’t doing the same.

Thought Leadership

One of the critical elements of a modern PR strategy is thought leadership. This involves positioning your company’s executive team as experts by creating and sharing insightful, thought-provoking content. Whether it’s publishing industry analyses, contributing to discussions on current trends, or offering innovative solutions to industry challenges, thought leadership can significantly enhance your brand’s credibility and visibility.

Content Marketing

Another critical strategy in today’s PR toolkit is content marketing. Businesses benefit from creating and distributing content that drives audience growth and engages key stakeholders. This strategy isn’t limited to written content; it can take various forms, including videos, podcasts, infographics, etc. The aim is to craft content that resonates with your audience, enhancing their awareness and understanding of your brand and encouraging interaction. 

Brand Journalism

Brand journalism is another powerful PR approach. This strategy involves creating and sharing news stories about your organization and its impact on the industry or community. You can shape public perception and stir interest in your company by crafting compelling narratives around your brand and its activities.

Speaking Engagements

Speaking engagements offer a fantastic platform for your organization’s leaders to showcase their expertise, share thought leadership and network with key stakeholders. By securing speaking opportunities at industry conferences and events, your brand and subject matter experts can reach a wider audience and gain valuable industry recognition. No matter the level and expertise of the speaker, it goes without saying that media training and coaching go hand in hand with any speaking engagement. Even professional talking heads on cable news need to run through their talking points and polish their delivery, so it makes sense that your executive or SME needs at least the same prep. Preparation is the key to any crisp, engaging, and memorable presentation.

Awards & Recognition

Recognition plays a vital role in a successful PR strategy. Applying for and winning awards highlighting your company’s achievements, innovations, and work environment can significantly boost your brand’s reputation, SEO optimization, and company visibility. More importantly, it builds trust among the target audience, employees, and stakeholders, making it easier to engage stakeholders and establish lasting relationships.

Employee Advocacy

Finally, employee advocacy is an increasingly recognized strategy for its effectiveness. Encouraging your employees to share your organization’s content and messaging on their personal social media channels or at industry events can amplify a company’s reach. Employees are credible brand ambassadors, helping to increase brand awareness and foster trust among potential customers and stakeholders.

Each of these PR strategies and tactics increases brand visibility, improves understanding of products or services, builds trust among critical audiences, drives more engagement, and has a tangible impact on your bottom line. Utilizing each strategically and cohesively can significantly enhance your PR efforts and ultimately contribute to the success of your business. To learn how to apply these strategies to your communications mission, reach out to Brian Kelley at Bkelley@bluetext.com.  

Embark on a captivating journey through the transformative tale of a marketing leader who navigated the challenges of the pandemic, reshaping the events industry with resilience, innovation, and strategic decision-making. Join us on Digital Doorways as we explore the remarkable story of triumph in an era of eventlessness, uncovering the secrets behind adapting and thriving in the world of digital experiences.

🎧 Listen to the Digital Doorways Podcast here

Go-to-market campaigns are incredibly beneficial to reaching your marketing goals — whether that’s generating mass brand awareness, driving new traffic to your site, or producing quality conversions. No matter what your campaign goal is, one thing will always be true: tracking is a must

Campaigns are only beneficial when you can understand and measure the data. How are users engaging with your ads? What is their user journey like when they reach your site? Where and why are they bouncing off the site? These questions – and dozens more – will help you make informed, data-driven decisions to fine-tune your campaign’s performance. 

Successfully setting up UTM (Urchin Tracking Module) parameters will allow you to easily track and measure your campaigns, and will help you draw conclusions as to what’s working and what needs improvement.


What are UTM parameters and why are they important? 

UTM, or Urchin Tracking Module, codes are small snippets of text that are added to the end of URLs so that you can easily track your marketing campaigns. While UTMs are most commonly used for paid media ads, you can leverage UTMs to successfully track organic social posts, earned media article placements, and more. If users can click on a URL that drives to your site, you should always try to add UTM codes to that URL.

There are five (5) total UTM parameters that you can add to your URLs:

  • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.
  • utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
  • utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
  • utm_term: Identity paid search keywords. If you’re manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
  • utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

At a minimum, we recommend adding the source and medium parameters; however, the more parameters you add, the more granular the tracking becomes and the more detailed your data/reporting will be. All of this information will seamlessly integrate into your GA4 dashboard. UTM parameters are also picked up through other software platforms, such as HubSpot, Salesforce, Marketo, and more. 

Why UTMs are important

As noted, campaigns can only be beneficial if you are able to gain insights from the data you collect. While ad platforms can provide KPIs such as clicks, impressions, CTRs, and conversions, the most important data related to your campaigns will come through once a user visits your site. 

UTM parameters allow you to analyze users’ website experience at a campaign, term, or even content level. This level of granularity will allow you to easily A/B test against different ad copy, call to action, ad imagery, landing page hero zones, form types, and more. Measure the success of these tests by reviewing engagement metrics (avg. time on site, engagement rates, pages/session, form submissions).  

UTM parameters can also be tied to CRM (customer relationship management) platforms, which we strongly recommend if applicable.  In addition to understanding the number of conversions that are tied to each of your unique parameters, you can also start to measure the quality of conversions. 

Let’s say you have two unique utm_term parameters – Blue and Red. In GA4, we can see that Blue has driven 100 conversions while Red has only driven 50 conversions. If we were to stop measuring there, we would assume Blue is the clear winner. However, when reviewing these UTM terms in Salesforce, we see that Blue has only produced 3 qualified sales conversions, while Red has driven 10 qualified conversions. This information tells an entirely different story; while Red has driven fewer overall conversions, the qualified conversion rate is 560% higher than Blue

Bottom line: the more granular you can get with tracking – with UTM parameters, and with syncing UTM parameters to all marketing platforms – the more successful your campaigns will be.

UTM Templates

If you are new to implementing UTM parameters, it can feel like a daunting process. Luckily, there are free tools online that allow you to easily build out custom URLs. 

UTM builder is a great, free, tool that you can use to generate UTM codes. This is a great place to start to gain familiarity with the UTM process. 

However, as noted, the more granular you can get with UTM parameters, the better. The UTM builder site is great for generating a handful of custom URLs, but that manual process will eat up a lot of your time – and we marketers don’t have time to waste! For a more automated process, we would recommend creating a custom UTM spreadsheet – see examples here. With these spreadsheets, you can automate your URL-building process, producing 100s of custom URLs in minutes. 

NOTE: Before generating any URLs with UTM parameters, be sure to connect with your web development team to establish any UTM rules. For example, some platforms only allow lowercase UTM parameters to be passed through. Make sure to connect with the appropriate contacts on your team to ensure all UTMs will be successfully mapped to the marketing platform(s) you plan to use.


If you’re planning to run a marketing campaign in the near or distant future, be sure to establish UTM parameters! 

Successfully track, measure, and update your campaigns based on the data you’re able to analyze through your UTM parameters. Start making informed, data-driven decisions based on these unique insights. Create a custom UTM parameter template so that you can streamline and automate the custom URL process.

Whether you’re new to the paid media scene, or a seasoned veteran ready to optimize campaign performance, Bluetext has the experience and expertise to support your business from start to finish. Contact us to learn more about our campaign creation & management services.

In today’s business climate, companies face fierce competition to capture the attention of their target audience. To succeed, it is crucial to leverage multiple marketing channels effectively. Four key components of a comprehensive marketing strategy are SEO, Paid Media, Social Media, and Content Development. Here at Bluetext, the integration of these marketing strategies is known as digital orchestration. In this blog post, we will explore each of these services and discuss the benefits of hiring a marketing agency like Bluetext to manage them in an integrated fashion, maximizing your business’s online presence and driving success.

Search Engine Optimization (SEO)

SEO is the practice of optimizing a website to improve its visibility and organic search rankings on search engine results pages. A marketing agency can help businesses develop a comprehensive SEO strategy, including keyword research, on-page optimization, technical SEO, link building, and content optimization. By achieving higher search engine rankings, companies can attract more targeted organic traffic, increase brand visibility, and establish authority in their industry.

Paid Media

Paid media involves running targeted advertising campaigns across various digital platforms, such as search engines, social media, and display networks. Bluetext can expertly handle the planning, execution, and optimization of paid media campaigns, ensuring maximum return on investment. By leveraging data-driven insights, audience targeting, and ad optimization techniques, businesses can reach their target audience, increase brand exposure, and drive conversions effectively.

Organic Social Media

Social media has become an integral part of modern marketing strategies. A marketing agency can manage a business’s social media presence across platforms like Facebook, Instagram, Twitter, LinkedIn, and more. They create and curate engaging content, interact with the audience, monitor brand mentions, and run targeted social media advertising campaigns. Social media management helps companies build a loyal following, increase brand awareness, drive website traffic, and foster meaningful customer relationships.

Content Development

Content development involves creating high-quality and engaging content that resonates with the target audience. A marketing agency like Bluetext can develop a content strategy aligned with the company’s goals, target market, and SEO strategy. This includes creating blog posts, articles, infographics, videos, and other forms of content. Compelling content not only attracts and engages the audience but also supports SEO efforts, drives organic traffic, and establishes the business as a thought leader in its industry.

Digital Orchestration: Benefits of Integrating Marketing Services

By hiring a marketing agency like Bluetext to orchestrate these services in an integrated way, companies can enjoy several key benefits:


  1. Holistic Marketing Approach: An integrated approach ensures that all marketing efforts are aligned and work together synergistically, reinforcing each other’s impact and maximizing results.


  1. Consistent Brand Messaging: An agency can develop a cohesive brand voice and maintain consistent messaging across all marketing channels, enhancing brand recognition and maximizing customer trust.


  1. Efficient Resource Allocation: Outsourcing marketing services to an agency allows businesses to focus on their core competencies while leveraging the expertise of professionals dedicated to driving marketing success.


  1. Enhanced Data Analysis: A marketing agency can provide valuable insights and analytics across all marketing channels, enabling businesses to make data-driven decisions and optimize their strategies for better performance and ROI.


  1. Cost-Effectiveness: Outsourcing marketing services to an agency can be more cost-effective than hiring an in-house team, as agencies have the expertise, tools, and resources necessary to deliver results efficiently.

An integrated marketing approach that combines SEO, Paid Media, Social Media, and Content Development can significantly boost a company’s online presence and drive success. By hiring a marketing agency that specializes in these services, businesses can benefit from a cohesive strategy, consistent brand messaging, data-driven insights, and cost-effective resource allocation. Looking for an agency to lead the orchestration of your digital marketing channels? Contact Bluetext today.

Welcome to Digital Doorways, the podcast that takes you on an immersive exploration of the ever-changing landscape of branding, marketing, and digital revolutions. I’m your host, Jason Siegel, founder of Bluetext, a top creative digital marketing agency headquartered in Washington DC. Today, we embark on a captivating journey as we delve into the remarkable mental shift experienced by marketing professionals. We are honored to have Nick Panayi, Chief Marketing Officer at Inovalon, a leading healthcare analytics and technology company, as our special guest.

Nick’s expertise spans two very special CMO journeys that have helped shape his career. The first journey revolves around the formation of a new brand through the merger of one of the world’s largest IT services firms with Hewlett-Packard, an iconic technology company. Nick played a pivotal role in this transformation, which brought together immense industry knowledge and technological prowess.

The second journey focuses on Nick’s transition from a leading human-based IT services company to a world-leading digital employee-based IT services company. This shift marks a pivotal moment in the industry, as traditional methods intertwine with the ever-expanding digital landscape. Nick’s experience navigating this dynamic terrain provides valuable insights into the challenges and opportunities presented by the digital era.

Join us as we warmly welcome Nick to this episode of Digital Doorways, where we unravel the secrets behind these captivating journeys and explore the fascinating intersection of marketing, technology, and the evolving landscape of human-based versus digital employee-based services and artificial intelligence.

Welcome to Digital Doorways, the podcast that takes you on an exhilarating exploration of the ever-changing landscape of branding, marketing, and digital revolutions. Published by Bluetext Founder Jason Siegel.  For this episode, we are thrilled to bring you the exceptional insights of Rob Pinkerton, a true marketing luminary with a remarkable career trajectory.

Rob Pinkerton has held key leadership roles in the industry, including his tenure as the former Chief Marketing Officer at Morningstar and his current position as a marketing leader at Oracle, a Fortune 100 Company. His strategic brilliance and remarkable achievements have earned him a well-deserved reputation.

Throughout his journey, Rob has demonstrated his ability to navigate and triumph over fierce competition. Notably, he played a pivotal role in helping Adobe emerge victorious over Microsoft in key government markets, showcasing his exceptional skills in crafting winning marketing strategies.


Following the successful acquisition of his company, HelloWallet, by Morningstar, Rob’s expertise was recognized, leading to his appointment as their Chief Marketing Officer. His remarkable eight-year tenure at Morningstar, four times longer than the industry average, stands as a testament to his transformative impact on marketing strategies.

Currently spearheading marketing efforts for the Oracle Cloud, Rob’s return to Oracle speaks volumes about his unmatched expertise and the trust placed in him by one of the world’s most influential companies.   Together, we will explore successful rebrands, uncover the highs and lows, and gain valuable insights that will reshape our understanding of marketing in the digital age.