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When it comes to evaluating popular lead generation marketing strategies, you can metaphorically boil it all down to two centuries-old fable characters: the tortoise and the hare.

Once upon a time, the art of writing a review tended to be a privilege reserved for the literary elite, predominantly catered toward various forms of creative expression like cinema, music, and literature.

Building your company’s brand requires a bit more than spending money on a few billboards. To perfect your digital marketing campaign, here’s how your business can build a successful brand awareness strategy.

Think about it. What truly makes you pause your infinite Instagram or Facebook scrolling for 10 seconds just to soak in a striking display of visual imagery amidst the endless montage of off-centered selfies and unappetizing food pics?

Over the past decade, digital marketplaces such as HomeAdvisor and Angie’s List have emerged as one of the most popular means of connecting homeowners with local service providers of all varieties, ranging from roofers and plumbers to electricians and HVAC technicians and beyond.

The almighty online review. The medium where an average Joe suddenly has the power to transform into the Roger Ebert of HVAC services, taking the time to elegantly craft every term and phrase of slander regarding your company!

Is it really the choreographed dance moves, parent pranks, or melodramatic selfie video confessionals that garner and maintain all that attention? Or is there a patented content formula that strategically influences follower retention?

It’s easy to see how some small business owners can be weary, flustered, and perhaps at times downright rattled when it comes to reading any online reviews of their enterprise. There’s a preconceived stereotype that most people who leave online reviews feel more inclined to go on the Internet and type up a bad experience they had, rather than the usual, excellent, five-star customer service they’re so accustomed to being treated to.

We’ve all been there: the impulsive, late-night laptop session. Bedtime Instagram scrolling has thwarted your plans for sleep and has now led you on a virtual goose chase for the e-commerce purchase of your dreams.

The perks of being a small business owner can be quite commodious compared to running a Fortune 500 company or, at the least, a little more stimulating than ‘spacing out’ in front of a computer screen, trying to finish typing up the latest T.P.S. Reports.

Depending on your social media feed, high-quality photos and videos may not be the first words that spring to mind with the content you come across. (We’re looking at you, Uncle Howard – the half-face selfies while grilling hot dogs aren’t necessarily the most fascinating images we’ve seen on the internet.) But when it comes to promoting your business, high-quality photos and videos should be the only form of quality when it comes to your company’s social media presence.

If you think social media is only good for updating the world on how your adorable puppy is doing or constantly sharing your utter contempt for the final season of Game of Thrones, you’re truly missing out! For businesses of all services and sizes, social media is an opportunity to find, connect, and provide for customers you wouldn’t have otherwise been able to do business with. Plus, you don’t have the marketing budget of a corporate tycoon like Amazon or Coca-Cola to relish the power of so...