Category: frontlinedigital


Media Channel Fragmentation

Before the digital advertising era, marketers would rely on traditional media channels to reach customers through TV, radio, and print. As digital technology across the internet emerged, it soon became a popular means of supplementing traditional advertising to reach more customers.   This continuous ad tech revolution has

introduced various mediums, platforms, and channels used to reach customers; all of which have their own rules of engagement. Naturally this technology has changed consumer consumption which has increasingly become fragmented for which marketers have adapted their marketing strategies to ensure they cast a net wide enough to reach every device in households today.

In this revolving new world of marketing, it is hard to know which method of advertising will make the biggest impact as each customer has their own preferred content channel. This boils down to a customer’s age, activity frequency, and location; it is dependent on every customer’s personal preference—an aspect that cannot be predicted and varies per customer. This explains why using the wrong platform or channel can negatively affect your customer engagement and experience. It is crucial to learn what customers prefer to guarantee maximum results through advertising.


Breaking Through Advertising Clutter

To ensure your ads stand out, it is imperative to find a way to break through the clutter. Advertising products or services requires implementing marketing strategies that captivate consumers that captures their interest and establishes an awareness factor. Designing social ads with a goal of viral status will reach tons of consumers quickly.  These ads require unique and creative concepts. Such as producing comedic and memorable videos of your products, promoting entertaining contests, or providing useful tips. These tactics will aid in grabbing the attention of consumers while also maintaining their interest.

Additionally, ensuring that your brand presents content that includes a variety of benefits your consumers will gain upon using your products or services can also help to break through that clutter. Show your brand’s value with the words you use to convey why a consumer should become a paying customer. By creating and utilizing unique slogans or catchphrases that communicate these benefits help to make your brand recognizable and stand out from the rest.

Making use of public advertising tactics such as advertising on vehicles, buses, or subway tunnels help increase brand recognition by displaying your products in high traffic locations. Advertising in public spaces can be effective as consumers tend to be more attentive when in transit or waiting around in the public.

It is safe to say that Google is the place to go when searching for products or services, which is why it can be considered an effective way to gain new customers. Using a Google Search campaign will help you attain customers as they search for relevant key terms. When tackling the appeal of your advertisements, creativity is of utmost importance. Making use of various images, infographics, gifs, and videos can significantly increase the quality of your advertisement. Whether it be an elaborate way to picture and display your product or a video showcasing your product being used to improve the quality of someone’s life, putting forth extra creative effort will garner positive attention.


How We Can Help

Frontline Digital is dedicated to providing your business with appropriate digital solutions that help to reach your target audience. We work at your side to identify the needs of your business to develop a comprehensive marketing solution aimed at establishing your digital footprint. After gaining a full understanding of your business strategy, we will focus on attracting new prospects by creating personalized ads to be displayed across a variety of media channels. Frontline Digital offers display, video, and social advertising along with paid search, mobile solutions, and email marketing. We find out what your business needs to convert visitors into customers and are dedicated to providing you with the most effective marketing strategy to make your goals become reality.


Consumers Want eCoupons

Coupons that once arrived in a mailbox can now be sent digitally.  A method more convenient in the modern age.  It has always been crucial for marketers to provide consumers with coupon enticements to purchase their products.  So, it is no surprise that the use of digital coupons has become more popular. Coupon distributor, Valassis released a March 2019 report which shows how likely each generation is to use eCoupons.

Based on these findings, it is evident eCoupons are more commonly utilized by most generations.

Convenience and Accessibility

According to a recent study, 90% of consumers use coupons in some way during the buying process. One of the biggest drawbacks of traditional couponing is the fact that many consumers forget to have their coupons available for use when needed. Because the norm is always to have your cell phone with you, utilizing eCoupons makes a lot more sense. Consumers are more likely to successfully use coupons so long as they are easily accessible and simple to use.

Targeted eCoupons Drive Sales

Most consumers would prefer to receive coupons for brands and retailers they favor. It is why companies ask if you would like to be added to their mailing lists. Receiving a coupon intended for you is more compelling than receiving one from a retailer you’ve never heard of. One survey shows that more than 60% of consumers have signed up for e-mail marketing lists that offered them a coupon. Therefore, it is feasible to assume consumers who signed up are more likely to make a purchase.

eCoupons Drive Behavior

A survey by CodeBroker shows 60% of consumers would respond to an eCoupon within a week of receiving it. To add to this, 25% of the consumers surveyed stated they would redeem their coupons within three days of receiving them. Research proves eCoupon delivery is highly effective. This boils down to the idea that when coupons are delivered in a way that is preferred by the consumer, consumers are more likely to take action.

It is projected that 66.2% of internet users will use eCoupons this year.  Therefore, marketers should ensure they provide easily accessed eCoupons, targeted to the consumer, and sent in a personalized manner.

Let Frontline Digital Design & Distribute Your Next eCoupon.





3 Tips To Help Your Business Rank in Search Results

Original algorithms for search results included links to different websites based solely on a match with a keyword identified in an article to the keywords being searched. Now, algorithms take into consideration a wider range of factors that appear in search results; therefore, ranking at the top has become cumbersome whether it’s a paid ad or organic results. This can impact your search strategy rank because you are forced to stay up to date with search engines’ algorithm criteria. More importantly, if you are not on the top results of the first page, you are losing potential customers.

Currently, the presence of your business name appearing in search engine results goes beyond the top position and also can be displayed in answer boxes, questions strips (relevant to the topic), featured snippets, image packs, a knowledge panel, and in-depth article sections.

In this article, we will highlight how to ensure your business is recognized by search engines, what you can do to get your business on the first page, and how to have your business displayed under Google’s answer box section.

  1. Brand Awareness

Step one: brand awareness is key. You can improve your company’s visibility locally with just a few easy steps.

Begin by making sure your business is listed on various directories and create a Google My Business account. To create the page, you will need to have a name, address, and phone number for your business. Once you complete this section, take a step further and move your business profile to social networks, and tie in the content on those pages with the content on your website. It will help generate the traffic required to get the attention of Google’s algorithm.

  1. Right Choice Of Keywords

You will need more than your intuition to create a list of keywords related to your business; for that, utilize Google’s keyword planner. You can also use a variety of tools available online to generate keywords; however, be sure to understand the list you generate because there can be competition for some top keywords. Because of this, we recommend turning your keywords into long tails.  For more information on long tails, visit this site

Those who search for businesses usually add the words “near me,” which is why it is essential to add addresses for each of your business’s locations. Now, to make sure the search engine displays your business details in a featured snippet (e.g. business name and contact info), you will need to come up with a catchy “meta title” and “meta description” for SEO purposes. The meta title, meta description are all important components of your business website. This is just a brief summary used to describe the content found on your business’s website as a way to give visitors some background information before they choose to click on the link.

Hiring a team like Frontline Digital to assist you with SEO will be a huge help with the selection of keywords and tagging your website with the right metadata. SEO can be tricky and that’s why it is so beneficial to bring a professional onboard. SEO experts provide you with the most efficient keywords that will assist your business in its ranking and educate you along the way to guarantee that you maintain your presence/website and elevate your SEO score.

  1. The Paid Search Technique

Numerous businesses set up paid search advertising campaigns to gain website traffic and convert visitors into customers. One of several categories of this technique is Pay Per Click (PPC). PPC is a method of internet marketing where each time the listed business appears at the top of the search results and is clicked, you pay the ad platform. For each click, you will have to pay a small amount, which can be costly, depending on the competition for the keywords. This can become a large expense which is why it’s so important to turn to digital experts for assistance with your ad campaign to ensure you are getting the lowest CPC.


In summary, following these three tips will be a huge help to improve your business’s Google rank.

Now remember the “answer box” mentioned earlier? While your website has the ability to appear in this section, a spot in a Google answer box cannot be guaranteed; however, you can take advantage of the following tips to give your website a better chance at being featured in a Google answer box:

  1. Target Relevant Keywords
  2. Create a question and answer section on your website
  3. Include relevant infographics on your website
  4. Maintain SEO goals

Frontline Digital will help increase your search ranking utilizing the three tips mentioned above and many more, including but not limited to backlinks, on-page and off-page SEO, blog posts, and more.

Call our team today!




What is the Google Guarantee Program?

A New Program

It is no news Google’s ad positioning has continued to cause a bit of disarray among business owners and managers regarding how their ads rank in search results.

In terms of ad positioning, the story has not always been clear. For example, bidding for the number one spot did not necessarily mean you were outrightly number one. In the next section, we will review how Google’s Guarantee/Screening badge impacts your ad positioning.

What is Google Guarantee and Google Screened?

The Google Guarantee/Screened badge is available for businesses that pass a Google background and qualification process through Google Local Services. Google Guarantee was introduced to boost consumer confidence in home service providers appearing in Local Services Ads. In 2019, Google introduced Google Screened.

To become Google Guaranteed, businesses must pass a background check and have their license and insurance details verified. This particular program offers a money back guarantee of up to $2,000 (lifetime cap). In short, if you are backed by the Google badge, and customers connected or booked you via Google are not satisfied with your work quality, Google may refund the amount paid for the service.

The same applies to Google Screened, however, there is no satisfaction or money-back guarantee. Google’s new “screening process” is accompanied with the option to include paid ad campaigns to promote your business and appear at the top of search results on Google Local Services.

What does this new service mean for your business?

For most businesses, the new update for ad ranking now depends on your bidding power, which still determines your position in paid search results. So essentially, bidding higher promises better results. When competing in a Google Ads auction, you’re assigned an Ad Rank based on your bid and Quality Score. Your positioning will be determined by your “Ad Rank.”

As a result, this brings a much larger scope in determining your competition and status in the Google Ads auctioning. However, hiring an agency with paid search experience, like Frontline Digital, can help you overcome this new disruption to ad ranking.

What happens now to Average Positioning?

Average Positioning will be discontinued because Google no longer considers it a metric that needs to be measured. In response, Google introduced new metrics related to auction performance and search engine visibility:

  • Impr. (Absolute Top) % – the percent of your ad impressions shown as the very first ad above the organic search results.
  • Impr. (Top) % – the percent of your ad impressions shown anywhere above the organic search results.
  • Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
  • Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

Below are a few examples of how your paid ads may appear across different Google search results (web, maps, shopping, and more).


Overall, the PPC community believes this to be a step in the right direction. This new metric system amplifies the automatic bidding process. Nowadays, manual bid-to- position strategies don’t make sense for those in the advertising field. With the use of these metrics, ads will have a better chance to convert. Change can be good.


With the ever-evolving methodology of various Google services in our wake, advertising remains crucial in order for customers to find businesses. So, you may be asking, which bidding technique is best for me? Well, that’s a hard question to answer because it really depends!

Here are some things to remember while developing your new bidding strategy once average positioning is eliminated:

  • Become familiar with all bidding metrics including but not limited to;
    • Keyword reports
    • Auction reports
    • Biggest changes
    • Lifetime Value
    • Cost per acquisition
  • Use the Target Impression Share (TIS) for the bidding strategy to your advantage. TIS is great for increasing or stabilizing brand awareness. If an advertiser is using this technique, the campaign goal will be to show up in a certain % of eligible auctions. For example if your customer wanted to run ads for his/her boutique clothing store but they are competing with larger stores, you should focus on Target Impression Share to ensure that your brand is showing up when customers are conducting searches nearby.
  • Not every Google Ads campaign will be the same. Instead of making changes to your advertising methods, it is better to incorporate bidding strategies which work the best for your business and industry for your market.

Please reach out to one of our qualified Frontline Digital advertising specialists and request a review of your Google Ads bidding strategy to learn what can be done to improve your Ad Rank.





Boosted Post vs. Facebook Ads

For any business, deciding on an advertising strategy can be a complicated feat especially when the use of social media marketing has become so common and is ever-changing. With that being said, all businesses should determine what their ultimate advertising goals are before marketing on a platform as popular as Facebook. Facebook offers two different methods of advertising: boosted Facebook posts and Facebook ads. Although each of these methods are similar in many ways, one may not be able to meet your business’s advertising goals; this is why being aware of their differences is crucial when choosing a method of advertising that is most beneficial to your business’s goals.

What are Boosted Posts?

A boosted post can be described as a post that has been amplified in order to be seen by an audience of your choosing. This method of advertising is less complex being it is not created in Facebook Ads Manager, which offers more options for targeting customizations. When a business applies money in order to boost a specific post, they are given the opportunity to input their target audience, budget, and the desired duration of the boosted post. This allows the boosted post to appear higher on their target audience’s News Feed. Although this method does encourage consumers to visit your website and engage with the boosted post, it does not allow a business to fully capture their precise audience.

What are Facebook Ads?

A Facebook advertisement is a more targeted campaign with very specific marketing goals. Facebook Ads are most commonly used when trying to drive more traffic to a website, promoting events, or increasing engagement. Facebook Ads Manager offers various advanced customization features that allow businesses to create ongoing advertisement campaigns that extend their reach beyond their customary audience. With Facebook Ads, businesses are able to choose different ad placements, create custom audiences, and much more—all while maintaining their creative control. Since Facebook Ads offers such an abundance of targeting capabilities, businesses are able to reach consumers that will not only drive traffic to their websites, but also increase their website conversion rate, drive in-store traffic and ultimately generate more revenue.

Which method should you use?

Before selecting a method of advertising, a business should determine and establish what they are hoping to achieve with their advertisements. If your ultimate goal is to promote your Facebook posts, enhance audience engagement on your website, or maximize visibility, boosting a post is an effective way of achieving this. Boosting posts is an advertising tactic commonly used to drive engagement and increase brand awareness. Although this method provides limited opportunities to maximize a business’s ad spend, it is still known for being a simple way to grow an audience.

If your business would benefit from a more targeted advertising strategy that is designed to reach a wide audience, increasing website traffic and conversions to lift sales, a Facebook Ad may be the most efficient tactic. With Facebook Ads, you have variety of optimization options that include language and behavior targeting and extensive audience customization. Because this method is so strategic and particular, it allows for businesses to establish clear objectives to effectively expand their social media presence.

Why should I pay someone to run ads for me?

We get this question a lot at FrontlineDigital.  While we always encourage business owners to do it yourself and save money, hiring a professional to setup and manage a campaign within Facebook’s  platform will save you time and eliminate unnecessary costs associated with a learning curve to achieve the best performance.




The History of Online Advertising


Because most individuals are so accustomed to having an endless amount of information available at their fingertips, remembering a time when that wasn’t the case can be a difficult feat. In only a little over 30 years, the internet has gone through such a significant transformation. Since the internet is the center of many aspects of daily modern life, it is one place where we engage with advertisements the most. In the year 2020, it is expected that the average business will use 45% of its marketing budget on digital copy. This is why a digital marketing business must understand how to utilize advertisements as a way to reach their target audience. To understand this further, it is important to look at the history of online advertising and its transformation over time.

The First Banner Ad

In the year 1994, the first-ever banner ad was purchased on by AT&T for a price of $30,000. Out of the many people that viewed this ad, 44% clicked on it. To put that into perspective, the average click-through rate of a display ad just last year was 0.35%. As a result of this breakthrough concept, the term “Banner Advertising” was coined. The banner ad concept soon became more popular as it was a way for websites to keep their content free for all users. This small rectangle truly is what changed the course of the online advertising industry forever.

Display Ads

As the popularity of banner ads continued to grow, advertisers became more interested in finding a method to target a specific consumer rather than hoping their banner ad would be seen by their intended target audience. Targeted ad placement soon became a concept utilized as a way to target consumer demographics. WebConnect became the first ad network that specialized in efficient ad placement. This agency worked to identify websites their clients’ target audience would visit to help their clients be more strategic when placing ads. As a result of this, many businesses were able to reach their ideal consumers and produce ads that were more applicable to their consumers. WebConnect was also the creator of the CustomView tool which was used to prevent “ad fatigue,” which occurs when users are repeatedly shown an ad.

Ad Servers

As the use of banner ads was still high in popularity in the year 1996, advertisers sought ways to determine whether or not all of their advertising efforts were made in vain. Advertisers wanted to find a way to view the success of their ad placement and better pinpoint their target audience. As the need for a solution grew, DoubleClick was introduced as the first Application Service Provider (ASP) or internet ad server used for banner ad campaigns. DoubleClick offered a service that gave businesses the ability to track how many times their ad was viewed or clicked. This service, D.A.R.T. (Dynamic Advertising Reporting & Targeting), also allowed businesses to track their ad performance in real-time and use this data to revise an ongoing campaign.

Pop-up Ads

A then developer for, Ethan Zuckerman, has been credited for the creation of the code responsible for enabling pop-up ads in the late 90s. Zuckerman expressed his intentions for this by explaining that pop-up ads were a way to keep an ad off of a webpage while also allowing visitors to see it. Although visitors were viewing each pop-up ad, this method of advertising turned out to be unsuccessful as it soon became the standard for web browsers to come equipped with a pop-up blocking feature.

Paid Search & Pay-Per-Click

By 1998, ads were still frequently used however, their click-through rates had begun to decline. A search engine company soon emerged as a way for advertisers to pay for ad placement, which then evolved into pay-per-click. The website,, would allow advertisers to bid on who would appear at the top of the search engine results for specific keyword searches. As this concept gained traction, search engine results were being determined by the amount of money a business is paying to be seen by the public. Online users were not a big fan of their search engine experience once this method began to compromise every search result. To combat this issue, Google created a program called AdWords that would allow for businesses to make a return on investment on their ad placement without sacrificing the search result’s relevancy.

Targeted Digital Ads

With the popularity of social media growing rapidly in the mid-2000s, advertisers sought out a way to place their ads onto these sites. In 2006, Facebook began to display ads to increase their profitability. When Facebook started working alongside advertisers, they began to display small ads and sponsored links, which then led to ads that were targeted to a user’s interests. Having ads displayed on Facebook was an attempt to provide the online user with content that captures their attention as opposed to providing them with ads that show no relevance to their interests. Since then, many well-known social networking platforms have made it a standard to provide their users with an advertising experience that is personal to them.

The Future of Digital Advertising

As the history of advertising has shown, as technology advances and improves, methods of advertising will transform along with it. We have seen that as time progresses, more efficient ways of advertising will emerge to replace older techniques. As of recently, digital advertisement has consisted of a user experience that feels more personal without feeling invasive. Providing online users with content that is more targeted and personalized allows for a higher engagement rate; beneficial for both advertisers and consumers.



B2C Marketing Strategies: Part 2 – Create a Marketing Plan

If you have read Frontline Digital’s “Connecting to Customers” blog, you now know the primary steps of B2C marketing strategies.  So let’s think about how to create your own customized plan because the best way to connect with your audience is to create a marketing plan based on what you know about your clients and their preferences.

Start by developing customer personas to determine which content and marketing strategies for which your customers are most likely to respond.  For this, you will need to collect customer data and do some light analysis.  For instance, if you know most of your customers consist of a younger age demographic, then you might be better served by social media marketing and creative contests versus direct mail and television advertisements.

Depending on your target customer’s profile, different marketing strategies will be more effective over others, which is important to understand when there are so many advertising options and a fixed budget. Here are some steps to follow when forming your own marketing plan:

Step 1: Connect on a Personal Level

Applying what we learned in our “Connecting to Customers” blog, buyer decisions are made based on emotion not business.  Think of your customers like human beings – not just ATMs. Establish real, valuable connections with your audience.

Whether you are posting on social media or writing blog articles, make sure you are creating content that demonstrates your values, shows your authentic side, and helps your customer to understand what your brand is about.

Step 2: Focus on Experience

In a world where there are countless competing products in any niche, 8 in 10 consumers will pay more for a better customer experience. This means that brands need to find ways to excite and delight their clients on every level. For instance, this could include running social media contests, giving customers multiple ways to get in touch, or having great services like free shipping or loyalty rewards.

Step 3: Invest in SEO or Paid Search

Importantly, customers still look for companies using search engines. The key to success is making sure that you show up wherever your clients might be looking for you.

Think about how your target audience/customer might be shopping or looking for services. They may search using a hashtag on social media, use “Hey Siri” on their phones or type phrases and questions into Google? Do not overlook the value of being at the top of a search results page.


B2C Marketing Strategies: Part 1 – Connecting to Customers

There is no ultimate guide to engaging your audience with a B2C marketing strategy. As new marketing channels, preferences, and technologies continue to emerge, it makes sense the B2C environment will continue to shift and continue to become more and more fragmented.

It is worth noting that many companies involved with B2C marketing will focus on three essential tiers when they are choosing the right strategies for promotion.

Step 1: Make Customers into Ambassadors

Customers are more likely to make decisions based on emotion than businesses. However, that does not mean that your prospects and clients don’t need a little help when it comes to trusting your brand. In a highly cynical world, today’s leads are looking for indicators that they can trust your company before they make a purchase. This means that B2C marketing campaigns rely heavily on reviews.

There are various forms of customer reviews out there, testimonials, ratings and “likes” on your social media pages. The first tier of many great B2C marketing strategies involves transforming current happy clients into ambassadors for your brand. These ambassadors can then help to convince new customers to purchase from you, instead of a competitor.

Try transforming a customer into an ambassador by:

  • Using referral programs to distribute rewards every time someone refers a friend.
  • Asking for testimonials and reviews from happy clients.
  • Displaying user-generated content on your website and social channels (for instance, pictures or videos of someone using your product/service)

Step 2: Spread Awareness through Consistent Content Marketing

Whether you are creating a B2C marketing plan or a B2B campaign, content should be at the heart of everything you do. Today, content marketing is the ultimate inbound method for attracting people to your company through interesting and relevant posts on your blog, video channel, or social media pages.

If you want to create both brand recognition and awareness for your company, then you need to make sure you are constantly producing a stream of diverse content. The easiest way to start is with regular blog posts and articles that help to demonstrate your industry authority, inform customers, and improve your search engine ranking. After all, SEO still matters in the B2C marketing place.

Once your library of written content starts to grow, you can also think about implementing other media formats like podcasts, video blogs, and infographic designs.  These services can be purchased if you do not have the time to invest in generating content.  We recommend using a digital marketing company offering content marketing services like Frontline Local.

Step 3: Use Social Media to Establish Relationships


Finally, the third step of your B2C marketing plan should be to invest in social media so that you can connect with customers and supplement your other advertising efforts. Social media marketing has quickly emerged as one of the most important online tactics for today’s brands, as it allows them to talk to their clients in a more human, fast-paced environment.

B2C clients simply want to feel a sense of affinity with the brands they choose. While proof of value can still be important, B2C customers are more likely to be swayed by your marketing messages if they know you share similar values as them.

Use social media channels to harness these critical relationships and connect to customers by following above marketing strategies.  If you need help establishing social business pages, please also refer to Frontline Local’s social management services.


Reasons Why Good Design Matters in Advertising

Every business uses advertising in some form to attract new customers, whether through digital marketing or more traditional forms of marketing. One of the most important factors in advertising is design, as this is what will convince people to take some sort of action, whether that’s subscribing to a newsletter, purchasing a product, or just finding out more about your brand. First impressions matter, which couldn’t be truer when it comes to advertising.

At Frontline Digital, we understand exactly what constitutes good design, and why it’s so important to get it right from the start! Below are a number of reasons why having good design in your advertising is absolutely crucial in creating effective marketing campaigns.

Increased Conversion Rates

The main objective of any advertising campaign is to increase conversions and generate more revenue. The design itself plays a big part in this, as certain color schemes and the placement of pictures and text can significantly affect how people respond. Make sure something really stands out in your design, ideally evoking some form of emotion from the viewer.

Better Communication of Your Brand

Even the most well thought out advertising campaigns will flop if they’re not appealing. You must remember that every company is vying for people’s attention; it’s your job to stand out from the crowd. In order to stand out you must have a good design, and the definition of good design will vary depending on its purpose, intended audience, medium, etc. Some situations will call for a minimalist design, while others may require something a little flashier.

Enhanced Brand Visibility

Following the point above, a good design will shape how people perceive your brand. Some designs will create an image of quality and value, while others will come across as stylish and luxurious. A bad design will make your brand look cheap or low quality, which people will then associate with your products or services. Make sure your design puts across what your brand is all about.

Getting Your Message Across Effectively

Keep it simple when trying to get your message across. Good pictures will have more impact than a wall of text, as visuals are easier to process. Additionally, use clear and concise headlines over walls of text to get points across. It’s also a good idea to include captions with your pictures. Don’t overly complicate the design; you don’t want to make it difficult to understand your message.

Questioning the Quality of Your Design?

Some questions to ask yourself are: Is it catching people’s attention? If so, are they taking absorbing the message? It is important to know if people are noticing your design, and if so, are they really taking in the message? Receiving good feedback from customers about your ad is a sign the design is good, and, of course, increased conversions are another positive sign your design is resonating.