Category : Marketing Advice

1Mar
ROI Measurement and ExpectationROI Measurement and Expectation

ROI Measurement and Expectation

In the current economy, everyone wants to know, “What am I getting for my dollar?” The advent of the internet and other new technology are creating a world of new marketing opportunities and ways of conducting business practices that lend themselves to an undefined return on investment (ROI.)  Currently, each business defines  its own definition of ROI, as no established process exists. The unknown sometimes lends itself to fear, resentment, and distrust of unmet expectations. How do you manage expectations when a standard form of measurement does not exist, and culture is conditioned to follow a course of standard measurement?

The best part of undefined rules is that you get to customize the rules to your own goals, comfort level, and strategy. Don’t be afraid to use new technology or new marketing practices because no concrete ROI exists, as now is the opportunity for you to capitalize against those who are hesitant to create change. Just be sure that everything makes sense within your overall goals and strategy. Many people ask, “Should I use Twitter?”  but what people really need to ask themselves is, “How will Twitter increase business?”  Here are some steps that will help you focus on how to use ROI as a tool to your advantage:

Step 1: Track your customer behavioral patterns (both positive and negative.)

Track and respond to your customers’ positive and negative reactions; soon you will see a pattern.  As in any relationship, you react to social cues, so why should the relationship with your customers be any different?  Eventually, you can develop stronger ROI, make wiser spending decisions, and know when to trigger critical marketing efforts with the use of observed consumer patterns.

Step 2: Identify your ROI comfort levels.

Establish what your comfort level is for optimal ROI. For instance, if you plan to spend $1,000 on  a postcard awareness campaign and you expect a profit of $5,000 from the campaign, but you only get a return of $500, you have a problem.

Step 3: Define your realistic ROI goals, timeframe, and measurement techniques.

The key to this entire process is the dreadful word  “time.” The ROI process can be quite involved. Use ROI as a tool to capitalize on observed consumer patterns, not as a “be all, end all.” Used properly, ROI will help your marketing efforts in the long run. Initially, you will have to use your best judgement about the experts’ suggestions against your competitors’ activities. Isolate variables as best as you can to get a clear picture.

Step 4: Set your budget against your ROI goals.

Decide what resources of human capital and monetary assets will be dedicated to the observation of ROI. Good measurement of ROI takes money, people, and time.

Step 5: Communicate clear responsibilities and accountability.

Establish expectations. Make sure that everyone understands your comfort level, ROI expectations, goals, and method. You cannot receive clear reports unless all parties understand their responsibilities and direction.

Step 6: Activate marketing program.

Let the plan roll.

Step 7: Measure, adjust ROI strategy, measure again.

Be prepared to adjust ROI strategy to accommodate the affect of external and internal circumstances. Has the government enacted a law that affects the variables? Are there strange weather patterns? Does a different variable exist for better measurement?

If used properly, ROI is an outstanding tool,  as it gives you the opportunity to see efficiency and effectiveness within your strategic goals. However, don’t let ROI hold you back. Use your arsenal of tools, techniques, and strategies to get the best customers for your business.

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23Feb
Website Trend: The Importance of ImagesWebsite Trend: The Importance of Images

Website Trend: The Importance of Images

Google+ suggests using imagery in posts. The popularity of Pinterest shows that people love images and that image sharing is viral. This and more suggests that images are important now and for the future of websites, even more so than words. However, this isn’t a recent idea.

Human culture has always valued images, and the Internet is aware of their importance. The human brain operates photographically rather than linguistically and therefore images help save time by conveying an entire concept in one glance. Sears and Roebuck’s great success came partly from using illustrations in their catalog. Magazines began to thrive from their inception because of great visuals that took precedence over copy. The success of television goes almost without saying.

The 1943 Sears News Graphic wrote that the Sears catalog “serves as a mirror of our times, recording for future historians today’s desires, habits, customs, and mode of living”. Years from now, the same will be said about our Facebook posts, our Pinterest pins, and our Flickr accounts.

The biggest difference today is that content is most successful with a captivating image plus a catchy phrase––as long as that phrase and image tag are keyword-rich. You have to write copy like you design a scavenger hunt––how is the image going to be found? You also need to think about a message that connects interest. Connection is about searchable words and answering an information need, or providing entertainment. The iconic Absolut ads could be a good example that still applies on the digital platform–limited copy, use of brand name in limited copy, visually striking and interesting which may encourage sharing.

How can you apply this to your business?

  • Look around you, use your smartphone to take photos, and learn Instagram.
  • If you don’t have a smartphone, use your digital camera and some photo editing software.
  • Start thinking, “How can I use an image of this day to promote my business?”
  • And sometimes, hire a professional photographer.
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18Feb
10 Words That Didn’t Always Mean What You Think10 Word Meanings That Have Changed Over Time

10 Word Meanings That Have Changed Over Time

In marketing we like “to make no bones about a matter” which means to speak frankly and directly. However, I bet many don’t know this history of some of the most common phrases used today. Knowing the history of our words is important, because how marketers go about messaging can dictate how their customer base views them, and the emotional associations they have with various businesses. Depending on the generation, word meanings can sometimes evoke different feelings or emotions, which, when used correctly, can target buyer personas through “troves” of beautifully worded script and context. Can you “fathom” the ideas?

Here are 10 common words or phrases that have different meanings today than they did in years past:

  1. To Make No Bones About a Matter” – A form of this expression was used as early as 1459, to mean to have no difficulty. It seems evident that the allusion is to the actual occurrence of bones in stews or soup. Soup without bones would offer no difficulty, and accordingly one would have no hesitation in swallowing soup without bones.
  1. Troves” – Most people link ‘treasure’ with trove, but people actually started to use trove by itself to mean a hoard or a valuable find at least as far back as the 1880s. In actuality, this word is a reduction of treasure trove, and can have connotations beyond monetary treasure. Example: “Not only will they probably find it, but, hopefully, they will have the opportunity to share it with a trove of friends and relatives.”
  1. Fathom” – It can be hard to fathom how this verb shifted in meaning from “to encircle with one’s arms” to “to understand after much thought.” Here’s the scoop: One’s outstretched arms can be used as a physical measurement (a fathom), known as a fathom line, that is specifically used to measure the depth of water. Think metaphorically, and fathoming can mean getting to the bottom of either an ocean or a problem.
  1. Myriad” – If you had a myriad of things 600 years ago, it meant that you specifically had 10,000 of them, not just a lot.
  1. Broadcast” – It not just how we spread information. In 1767 “broadcast” meant sowing seeds with a sweeping movement of the hand or a “broad cast”. Its media use began with radio in 1922.
  1. Nice” – A few centuries ago if a gentleman called a lady “nice,” she might not know whether to flutter her fan or slap his face. Nice entered English via Anglo-Norman from classical Latin nescius, meaning ignorant. Then it wandered off every which way. From the 1300s through 1600s it meant silly, foolish, or ignorant. By the 1500s, “nice” took a complete 180 degree turn to mean meticulous, attentive, sharp, making precise distinctions. By the 18th century, it acquired its current (and rather bland) meaning of agreeable and pleasant, but other meanings hung on, just to keep things interesting.
  1. Garble” – Garble originally meant to sort something out – not to mess it up. It comes from a 15th century Anglo-French word “garbeler”, meaning “to sift” and the Arabic “gharbala” which meant sifting and selecting spices. It changed in the 1680s and was instead used to describe mixed up, confused or distorted language.
  1. Awful” – Originally, awful had the meaning of being awe-inspiring (including positive connotations), as well as “worthy of, or commanding profound respect.” It was not a far stretch to then use it also to mean “Causing dread; terrible, dreadful, appalling.” The earliest records of these uses date back to at least 1000 AD. Between 1000 and 1800, the word evolved to the current meaning: “Frightful, very ugly, monstrous;” hence now the word has purely negative connotations.
  2. Desire” – A word, which means ‘to want something very much,’ is another example of shifting meaning. In the Middle Ages, desire was an astronomical term, and meant to gaze at the stars. During the 13th century, in its original sense this word meant “await what the stars will bring,” from the phrase de sidere “from the stars,” from sidus (genitive sideris) “heavenly body, star, constellation”.
  1. Backlog” – Today, it means a reserve or a pile of work you still need to plow through. Before stoves, or even matches, the kitchen fireplace was kept burning around the clock. This was done by placing a huge log, or back log, behind the fire that would keep smoldering once the flames had died down during the night. The embers from the back log could then ignite a new fire in the morning. The phrase “keeping it on the backburner” is also a reference to this original practice with similar, though slightly different connotations as ‘backlog’.

As you can see from these examples, words and their meanings are deep and far more complex than most native English speakers are even aware of. However, when marketing to multiple demographics, some of whom will remember older or specific regional incarnations of our verbiage, it’s important to keep a copy of the Oxford English Dictionary around to reference how our words evolve and why we want to use them in a specific marketing context. Most of marketing involves emotions and relationships, and we want to use language to generate the right ones with the right people.

To learn more about how expert wordsmiths craft effective marketing, contact us and we’ll get started on helping you navigate the twists and turns of language, ‘no bones about it’.

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4Feb
Avoid High Anxiety With A Marketing ReviewAvoid High Anxiety With A Marketing Review

Avoid High Anxiety With A Marketing Review

With high anxiety during periods of economic stagnation, budget and staff-cuts are always at the forefront. But, take a good look at what is and is not working before you make your decisions. Some common reactionary mistakes include:

  • Reduction of sales and customer service staff before reviewing other parts of the operation. Sales and customer service is the lifeline of a successful organization.
  • Continuing current advertising “because we have always done this” and without a good understanding of cost versus value.
  • Not requiring measurable statistics of all advertising activities.
  • A panicked approach to finding new clients.

Where to Start?

Are your customers raving fans? Are they selling your services for you? If not, go out and buy the book “Raving Fans: A Revolutionary Approach to Customer Service” by Ken Blanchard. A good customer service plan is central to any solid marketing strategy. That includes continuing to market to existing clients and providing them with great service. If you don’t, you’ll certainly see a drop in revenue.

Focus on Marketing Statistics as You Review Budget Categories

As you review budget categories, put marketing at the top. Analyze the previous year. Conduct a detailed review of every marketing activity, including a cost/benefit study. It’s time to break out the Return on Investment (ROI) statistics you’ve been compiling.

What worked well for you? What didn’t? Advertising line items for which you have not compiled ROI statistics must be considered suspect. Go back to any advertising provider and ask for market penetration and segmentation statistics. Are you able to document how many new clients or how much additional revenue can be attributed to each and every advertising campaign? If not, the campaign is a candidate for termination.

If you can’t show measurable results from a program designed to grow your client base, discontinue it. It’s time to stay in front of your current clients, solidifying their business with exceptional customer service and product offerings. Ignoring current clients while searching for new ones can be disastrous. Do those things that have the highest potential to bring immediate and sustained impact to your bottom line through your current client base.

Beef  Up Marketing With Customer Service

Disciplined, planned marketing activities need not be costly to be effective. Implementing a referral program, a thank-you program andother scheduled client “touches” might provide the anchor that keeps your clients coming back. If you can retain more clients, with fewer engaging the competition, you’ll feel less pressure to rush to add new clients. A leading reason clients look to the competition is some dissatisfaction with customer service. When clients feel neglected, they leave. Ask yourself the tough questions and then ask your customers the same. A customer survey will provide you with valuable information to help drive client retention.

There’s No Quick Fix

It’s time to resist reacting to the economy with quick-fix advertising activities that you hope will generate a quick improvement. Advertising to new clients requires a disciplined, long-term plan. There are no silver bullets to magically drive new customers your way. Advertising outlets are also feeling the crunch of revenue pullbacks. They may employ more aggressive sales techniques, often with unrealistic and undocumented projections. Rather than sign up for a quick-fix program that may prove to be ineffective, don’t be afraid to ask for help. You can seek the assistance of an independent consultant. Take the time to create a written marketing plan and update it every 90 to 180 days. Be sure that taking care of existing clients is a key part of that plan. Take care of them first and they’ll take care of you. Avoid the high anxiety!

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2Feb
Can You Afford New Clients?Can You Afford New Clients?

Can You Afford New Clients?

With any economic meltdown, businesses big and small go into panic mode. All seem to be screaming the same mantra: “I have to get more customers!” But do you really need more customers?

Maybe You Don’t Need a Rush for New Customers

Getting new customers costs more than retaining current ones. According to a recent report from Frederick Reichheld of global consulting firm Bain & Company, businesses may lose up to 50% of customers over a five-year period. Acquiring new ones is expensive, costing six to 20 times more than retaining existing customers. Businesses that increased customer retention rates by as little as 5% saw a 5%-95% rise in profits. The ROI from customer retention initiatives can be tremendous.

So why is retaining existing customers often ignored in favor of obtaining new ones? The lifetime value of existing customers is not always understood. Believe it or not, many businesses take existing customers for granted. That is a mistake. Outside of yourself and your sales force, your best sales people are your existing customers. They know your business and how you treat them. Continually communicating with them demonstrates you care about them after the sale. You could also invest in a product like hr portal that can strengthen client relationships and boost retention while giving clients 24/7 access to the resources they need. If you use products like this then you can help bring in more money from already existing customers without the need to spend it on looking to reach new customers.

Try a Customer Survey

If you are unsure of your customers’ level of satisfaction or uncomfortable approaching them to buy more, consider a simple current customer survey. This inexpensive program can help you find your strengths and weaknesses and help determine who would be a good referral source for your business.

Satisfied customers will be motivated to let not only you, but friends and family, know exactly how they feel about you and your business. These are the customers who are most amenable to offering referrals to your business. But don’t be afraid of any negative response that may come in. Take this opportunity to get in front of any issues and resolve them before they become major problems.

What to Do With the Positive Survey Results

Once you identify your referral sources, begin a formalized referral program. Recognize and reward your customers for referrals and keep them motivated to continually act as your very effective, off-the-payroll, sales team.

Most every business should have a formalized customer-for-life program. Staying in front of your customers via phone, e-mail, postal mail and in person is vital to building the relationship that keeps them coming back. It’s inexpensive to design and implement and will pay dividends in diamonds.

Remember, you are building a stronger relationship with your customers, not just selling them a product or service. Your marketing efforts and customer service should be designed to develop long-term relationships. Turn one-time transactions with a shopper into a fruitful, long-term relationship that benefits both you and your customer.

Guiding Potential Customers Toward Becoming Raving Fans

All customers start out as suspects. Then they became prospects. When they make their first purchase, they move up to becoming ashopper. It’s not until they purchase from you more than once that they become a customer. You start to reap the true benefit – a real relationship — when the customer graduates to an advocate and finally a raving fan!

A typical business might expend 50% of its resources moving suspects to prospects. 35% takes them from prospects to shoppers. 10% takes them from shoppers to customers. The remaining 10% will raise customers to advocates and raving fans. There is a much higher ROI the higher up the ladder your customers go. Advocates and raving fans bring you new prospects.

So the question is not “Can you afford new customers?” but rather “Can you afford not to create raving fans?”

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29Jan
Reaching more target marketDon’t Beat ‘Em, Join ‘Em – Strategic Alliances

Don’t Beat ‘Em, Join ‘Em – Strategic Alliances

How do you reach more of your target demographic—the group beyond your current client base? One answer to this question is to form strategic alliances with other businesses.

Strategic alliances can appear in many forms— referrals, supply agreements, joint ventures, co-marketing, and shared production to name a few. Such partnerships benefit your business because they team you up with other businesses that target the same or similar demographics, but don’t offer the same services or products as your business. Strategic alliances open the door for opportunities to increase consumer awareness, gain new customers, and grow your business.

So how do you choose an alliance partner? Identifying a good fit can be difficult because there are several factors that come into play. Determine the appropriate alliance for your business, then seek the best partner or partners for you. For instance, if you make cakes, consider a bridal boutique or a wedding and event planner. If you’re a building contractor or home remodeler, think mortgage brokers and banks. Now that you have candidates for potential alliances, ask the following questions to help determine the best partners.

  • Are your businesses compatible?
  • Are you both going after the same market with a different product or service?
  • Do you share similar values and goals?
  • Is your potential strategic alliance partner someone you can trust?
  • Will you have equal or similar amounts of control in the relationship?
  • Are you capable of working together?

cultivate the relationshipIf the answers to these questions are ‘yes,’ you have most likely found a good alliance partner. You don’t have to completely open the gates and share your entire business and plans; maintaining identity, independence, and important trade secrets are vital to every business. Instead, for example begin to build a business relationship by starting out small with referrals. When you identify a client with a need your alliance partner can meet, refer that client to your alliance partner.

Continue to cultivate this relationship. Doing so puts you in front of more customers within your target. These are your partner’s customers—people that fit your ideal client criteria, but currently aren’t in your customer base. Because you and your partner do not offer the same products or services, you can feel comfortable continuing to refer business back and forth. This is a twofold benefit that grows the customer base for your business and your partner’s, while simultaneously providing those customers with trustworthy resources to meet multiple needs.

Once you’ve been working together for some time (strategic alliances can often take a year or more to build) and you’ve established a solid, trustworthy business relationship, you can continue building upon that foundation.

For example, strategic alliances create opportunities for some businesses and their partners to offer informational seminars. These seminars place you face-to-face with more of your combined customer base. Seminars also allow you to speak directly to a targeted, relevant group about what you offer, and the benefits your product or service can provide. Providing such valuable information establishes you as the expert in your field, making customers more likely to visit your business and refer others when needs for your services or products arise.

As with any relationship, it is important to evaluate your strategic alliances continually. Perhaps your alliance is only for the short term. If a long-term partnership is what you have in mind, open communication is important. Make sure you and your partner are on the same page, that your goals are in line, and that you still share the same values. Doing so will ensure you have a flourishing, lasting, and mutually beneficial strategic alliance.

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28Jan
falling-off-the-ladderAre Your customers Falling off the Ladder?

Are Your customers Falling off the Ladder?

Are Your Customers Falling Off the Ladder? Every business owner must ask this critical question regularly.  Your customer loyalty ladder profile can say a lot about the health of your business.  One of the primary reasons small businesses and startups fail is a lack of marketing activities directed at customer loyalty.  This failure rate is exaggerated during a struggling economy as customers hunker down with the businesses that they already have established a solid relationship with.  This customer ladder is the path your customers take from the first moment they hear about your business to the final level of interaction in which they choose to engage your business.

Beyond just looking at how customers fit into your ladder we need to look at how your budget is allocated across it.  Where in the ladder will we obtain the greatest return on investment (ROI)? Various experts have identified several different versions of this ladder, some with 5 rungs and some with a few more depending on the level of granularity desired to describe the customer.  Take a close look at your customers and identify what percentage of your sales comes from each of the following classifications.  Then look at where you spend your marketing dollars.

The Suspect – a person or business that has heard or been exposed to your business or advertising.

The Prospect – a person or business that has responded by showing interest in your message.  We can add granularity by identifying a rung for those who merely showing interest from those who are beginning to negotiate how they want to buy.  These would be your buyers or shoppers.

The Customer – a person or business that has purchased your goods or services once.

The Client or Member – a person or business that has made multiple purchases.  These are your loyal customers.

The Advocate – a person or business that refers prospects to your business.  Let us note that a referral will skip the expense of moving from the suspect rung to prospect.  The cost of moving a referral from prospect to customer is significantly lower than new prospects coming through your suspect phase.

The Raving Fan – a person or business that can’t help themselves from selling your goods or  services for you.  An advocate will make referrals but a raving fan is part of your team. A healthy business will spend 30 percent of their marketing dollars on activities that move customers up to the top portion of the ladder.  They will spend 70 percent of their marketing dollars on advertising seeking new customers.  Many struggling businesses I have come into contact with are allocating their marketing dollars in a 5/95 split, consuming most of their budget frantically seeking new customers.  They need this because they are losing customers after a single purchase.  Their customers are falling off the ladder.  They have made a critical mistake of not building a relationship with the customer to increase their loyalty. To bring a suspect up your ladder to the customer level through traditional advertising can cost four times the expense of attracting a repeat customer.  In addition it can take 30 to 50 times the advertising dollars to bring a suspect up to the customer level versus having an advocate refer the prospect. This illustration depicts just how important it is to never lose sight of marketing to your existing customer base.  Loyal customers can be your anchor through the ebbs and flows of a business cycle, and the passion of advocates and raving fans can be more effective than an in-house sales team at bringing highly qualified prospects to your business, all due to the power of a referral.

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8Jan
Pareto PrincipleEngage the Pareto Principle: To Multiply Your Revenue by 16 Times!

Engage the Pareto Principle: To Multiply Your Revenue by 16 Times!

ParetoPrincipleQuotes

Wow, that sure sounds great, but can it become a reality for my company and me? You bet, as long as every day we engage in activities that produce great returns on our invested time. The same can be said for not making productive use of our time. When the Pareto Principle is applied correctly, the net results on the time invested are 16 times more productive. Let me walk you through this simple process to show you how you can increase your productivity. First, let’s take a look at where this principle got started.

Italian economist Vilfredo Pareto created a mathematical formula in 1906 to explain the unequal distribution of wealth in his country. He believed that 20 percent of the people controlled 80 percent of the wealth. As his theory became more accepted and was applied to explain other daily events, it became known as the Pareto Principle – Pareto’s Law or the 80/20 rule.

Think about how this principle applies to aspects of your daily life. Would you believe that you wear 20 percent of your clothing 80 percent of the time? Or that 80 percent of your e-mails go to 20 percent of the people in your address book? Did you know that 80 percent of America’s food is grown by 20 percent of its farmers?

Do you realize that 20 percent of your clients generate 80 percent of your company’s revenue? 

Learn how to engage this principle in your marketing and advertising activity to maximize revenue. Let me show you an example of how you can increase your company’s revenue 16-fold. Let’s say you need to accomplish 10 activities in a week to earn $1,000. We know from Pareto’s Principle that 20 percent (two activities out of the 10) will generate 80 percent of your weekly income, or $800. Conversely, 80 percent of your activities will only generate 20 percent of your income.  

Activity Weekly Income Generated Goal: $1,000 per Week
1 $25 Eliminate or Outsource
2 $25 Eliminate or Outsource
3 $25 Eliminate or Outsource
4 $400 Priority Activity
5 $25 Eliminate or Outsource
6 $25 Eliminate or Outsource
7 $400 Priority Activity
8 $25 Eliminate or Outsource
9 $25 Eliminate or Outsource
10 $25 Eliminate or Outsource

If you have two activities worth $400 each and eight worth $25 each, focus on those that produce the highest income. Forget the $25 activities and focus on the big ones. When you double your time spent on the $400 activities, you can triple or even quadruple your income. Find out which of your activities are giving you diminished returns. It does not serve you well to allocate the same amount of time to all of them. If you must complete those lesser income-producing tasks, outsource, barter, hire or partner with people who can do them for you.

Find your highest income-producing activity.

Marketing and selling products better than your competition leads directly to success and greater income. You can attract more customers and expand relationships with current customers when you employ proven marketing principles and put the correct systems in place. You or someone in your company must be savvy about effective marketing techniques and how to engage the Pareto Principle to multiply your income potential. If this is not your area of expertise, bring in a marketing consultant who can get you on track toward multiplying your revenue.

Your challenge is to do more of what you do well (activities that generate greater income) and less of what does not earn the revenue you desire. When you focus on what you do best, you will be more productive, feel more accomplished and generate more revenue – even 16 times more.

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23Nov
Filling the talent poolFilling Your Talent Pool

Filling Your Talent Pool

Diving into the deep end of a Marketing Strategy world can be scary, especially when it involves filling your talent pool. But having the talent on-hand to help you swim is vital to any business. Unless you build a solid recruiting and retention platform, you can expect your pool to drain away. And that’s where marketers can be your lifeguards! They’re not just there to market your company to clients, they help market you to potential new hires as well.

In a dynamically changing workforce, companies are recruiting employees in new ways. Company Culture & Branding, Technology & Skill Sets are all ways to engage potential candidates among the diverse pool of swimmers.

Company Culture

Websites like Glassdoor, LinkedIn, Facebook, and others not only make it far easier for employees to learn about new job opportunities and gain intelligence about company cultures; they also increase transparency about a company’s workplace. Flexibility, empowerment, development, and the ability to move around within an organization all now play a big role in defining a company’s culture.

Company Branding

Employees need to be involved in how they can contribute to a company’s overall strategy. In return, the company must support employees: recruitment, training, reward and recognition. Every aspect of your company must inspire, encourage and recognize the desired behaviors of your employees. They will in return become some of your biggest brand advocates and ambassadors.

Company’s Technology

Big brands like Apple, Amazon, Google, and Starbucks are known for using technology to effectively reach their talent pool. For example, 123-year-old General Electric found a way to put technology at the forefront of their company strategy, creating an award-winning campaign dubbed #sixsecondscience. As a technology and innovations company, GE was one of the 1st companies to successfully utilize Vine as a marketing platform.

Company Skill Set

To hire the right person for the job, companies must look past candidates’ resumes and learn more about them as people. Of course employees need to have the skills required to do the job, but they also need to fit in with the company culture and be willing to take direction. Focus on personality and potential, which can’t always be quantified on paper. Check their social media and ask the right questions. Every position requires some on-the-job learning and adjustment, making the right attitude vital for new hires.

Connecting with the right talent can dictate the growth of your business. In order to make sure your marketing speaks to the people that should be on your team, consider working with a professional to evaluate your current strategy and advise you on your next steps.

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29Oct
The Video “Hook” and Why You Need ItThe Video “Hook” and Why You Need It

The Video “Hook” and Why You Need It

Recently, I attended a business presentation on Videos being the new “Hook” and it got me thinking. If using video is “new”, then how come it’s been used to drive engagement for over a decade? Because it’s only recently that sharp marketers have begun to use it to their competitive advantage. The lyrics from “Hook” by Blues Traveler, a song near and dear to my heart, were used to describe what marketers try to answer everyday. How can videos be used as a company’s “Hook?”

“Because the hook brings you back
I ain’t tellin’ you no lie
The hook brings you back
On that you can rely”

Videos are rapidly replacing text as the content strategy driving online engagement. Videos keep people on sites longer, have higher conversion rates and increase search rankings. According to HubSpot, using the word “video” in an email subject line boosts open rates by 19% with a whopping 65% increase in click-through rates.

But wait, there’s more. As a matter of fact, the statistical backing for why companies should use videos to increase engagement and get higher ROI’s keeps pouring in:

  • By 2017 2/3rds of information sharing will be done in video form.
  • 300 hours of video are uploaded every minute to YouTube according to a Google spokesperson.
  • Sites that include video have on average an extra 2 minutes of dwell time compared to those that don’t.
  • 52% of marketers name video as the type of content with the best ROI.

So what can companies do with that information? They can use it to inform and add to marketing ideas, like the following:

  • Client Testimonials
  • Website leverage
  • Virtual tour of your company
  • Product demos
  • Company culture

These are standard, tried and true aspects of marketing, but adding video enables them to be more effective in a perpetually digital space. If building your own video marketing strategy seems like a daunting task, contact us to learn how we can help.

http://blog.hubspot.com/marketing/video-marketing-statistics

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