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Welcome to Futureforth

We teach companies how to reach their people.

We are a social media strategy, digital marketing consultancy, and communications company based in Nashville. Our goal is to teach you inbound marketing, social media best practices, and everything you need to succeed with content marketing including your blog, email newsletter, LinkedIn, Twitter, Facebook, and other favorite social networking platforms.

Don't have the time to produce content? We can help with that too.

The Futureforth Blog

Helpful tips and articles about social media strategy, content marketing, and business networking. 

Filtering by Tag: metacake

Increase Online Sales With Personalization

Dave Delaney

Are you using personalization in your digital marketing effort? Savvy marketers are using personalization to improve experiences for their online visitors. This results in higher conversions, such as revenue from sales, email newsletter growth and new business inquiries.

I moderated a panel on this topic recently, and what I learned will help you to improve your business. Optimized Experiences Convert was a panel event featuring web marketing experts from Metacake (a client) and TechnologyAdvice. Each participant brought his own expertise to this modern marketing method that every business owner should consider.

To personalize your marketing, you must fully understand your customer. Who buys your products? What are their ages? Where do they live? What is their sex? This demographic information can greatly help you increase conversions.

If you are not using Google Analytics yet, you should be. Google provides this free service to allow any marketer to track demographic and geographic information about their website visitors. You can also learn how they are finding you online, which ads are working best, which blog posts are most popular, which social networks drive the highest amount of traffic and much more. You should also use surveys for your current customers to learn more about them.

Work Backwards with Clear Goals

To personalize your marketing, you should begin by working backward. Be clear with your goals and clearly define who your target market is. Ask yourself the following questions:

  • What drove my conversions this month?
  • What are my main sources of traffic?
  • How are my customers finding me online?
  • What do they do when they are on my site?

Once you learn this information from Google Analytics, you can begin to personalize your visitor's experience. You should experiment with different landing pages, which are pages with custom language and visuals that appeal to your target market. Your landing page should include an email newsletter sign-up form and something of value for your potential customer. The valuable content could be a webinar, e-book or whitepaper.

Nobody likes to be sold to right away. Instead, take time to learn about your visitors. Build rapport with them by producing quality content that proves you are an expert in your field. You should publish this content on your blog and other industry-related blogs, and use your email newsletter to share it with your subscribers.

Use advertising to target your personalized landing pages to your target market on Facebook. Refer to to see other advertisements for your industry for inspiration. Optimization is about testing to see what works, so use multiple ads for this purpose. During the panel discussion, Metacake urged the audience to experiment with retargeting (also known as remarketing) your advertisements. Ads that are seen again and again tend to receive a high rate of conversion. Consider how frequency works in radio and television advertising as an example of this.

Both Metacake and TechnologyAdvice shared helpful advice on how best to use email marketing. They recommended going easy on personalizing emails using the first name tag. Experiment using A/B split tests with different subject lines. Split an email into two small batches and test to see which subject line gets the highest open rate.

Are you ready to experiment with personalization in your online marketing?

Step 1. Use Google Analytics and surveys to determine who your target market is.

Step 2. Create landing pages specific to different types of customers and capture their email address.

Step 3. Use your blog and industry sites to share your expertise. This content must help your customers.

Step 4. Use online ads and retargeting to promote your landing pages and content.

Step 5. Use email marketing to keep top of mind with your target customers.

Sales don't usually happen overnight. It takes time to build rapport and trust. When your future customers are ready for your services, they will come to you. This is how optimized experiences convert.

This article originally appeared in The Tennessean Newspaper.

Business Cards Should Lead to an Amazing Website

Dave Delaney

I seldom see a business card without a web address. When you are actively networking, or casually meeting people, your business card is essential. Where your card leads people is also important. If someone receives your card and visits your website, they better like what they see.

Metacake is a Franklin company that specializes in creating websites and online platforms that convert visitors to clients. Full disclosure, they are a client.

One of Metacake's customers, Providence Auto Group, is an interesting case study for why having an amazing website is important. I spoke with Nathan McCauley, one of the owners of this unique, previously owned car dealership. He shared interesting insights into the before and after of updating the businesses website.

A company that donates cars to needy families

McCauley explained that nearly every customer they have goes to their website before visiting their showroom. He told me how their site's transformation has enabled Providence to share their story and promote their culture. It is an amazing culture, too, because the company donates cars to needy families.

Metacake worked with Providence to take their vision and elevate it. McCauley told me how their system works, but a visit to their new site achieved this, too. For every car they sell, they contribute a portion of that sale toward a new car for a local family in need.

There was a time when the business card lead potential buyers to the site, where they had a poor experience navigating. The design and user interface did not communicate what Providence Auto Group is all about. Now they have had more leads than they can handle, and they save money on their advertising budget, too.

McCauley told me in the first six months of the year, they sold 50 to 65 cars per month. Since their website re-launch in June, they sold 67 cars in July and 73 in August. On average, they gave away six to eight cars each year. So far they have given away nearly 20.

Re-thinking how your website appears is crucial to communicating who you are and what your business is all about. Next time you hand out your business card, consider where that card will lead the recipient. Will they become a customer or client from what they see?

This article originally appeared in The Tennessean Newspaper.