Category : Marketing Blogs

23Nov
Marketing Campaign DevelopmentHow To Make Your Next Marketing Campaign Succeed

How To Make Your Next Marketing Campaign Succeed

Launching a marketing campaign doesn’t have to be a nail-biter. Set yourself up for success by covering fundamental campaign bases using a little preliminary market research, tactical coordination, and strategy.

Employ Multiple Tactics To Achieve Your Goal

Every campaign needs to start with a focused goal. Not all of your marketing campaigns will necessarily have the goal of immediately resulting in new sales. Many are designed to help prospects a little further down the sales funnel, making them easier to convert. Motivate your prospects to move down that funnel by providing value to them at each touchpoint using a clear call to action. For instance, if your goal is growing your email newsletter, offer coupons or free downloads when they provide their email address.

Whatever your goal is, you aren’t likely to reach it without taking a multi-tactical approach to a marketing campaign. It can take up to seven touchpoints for a lead to convert, meaning a one-off radio ad or single sponsored social media post will not generate overwhelming results on their own. Instead, stay in front of your audience with a series of corresponding tactics for better total ROI.

Know The Audience Of Your Marketing Campaign

The success of a marketing campaign can be dictated by how well you know your target audience. Narrow down your demographic and craft language, imagery, and offers that speak to their needs and values. The preliminary research is worth the effort, because dollars spent on anything ineffective is still wasted resources, even if the marketing tactic is low cost.

In that same vein, choosing ad platforms and mediums that your audience frequents or will respond positively to is essential to the success of a marketing campaign. The tactics you choose depend entirely on how your target market wants to be approached, which may require mixing both traditional and digital marketing tactics in the same campaign.

Follow Through On Your Marketing Campaign Tactics

It isn’t enough to simply execute your tactics and expect your leads to convert. Following through with your marketing tactics requires coordinating each one in a timely way, tracking them, and touching base with new leads at the end of the campaign.

Following through also means staying the course. Don’t change tactics mid campaign, even if results are slow to trickle in. Remember that it takes several marketing touchpoints for a lead to convert, so don’t get discouraged by low response rates early on. Wrapping up before your marketing campaign has run its course only deprives you of useful data.

Whenever possible, measure the efficacy of your tactics by checking analytics, recording the number of inquiries received, or emails collected. This valuable insight can be used for a retargeting campaign, or an entirely new campaign down the line. The more data we have, the greater our chances for success.

For more information on how to craft a successful marketing campaign, connect with an expert here.

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12Jan
RoadmapWhat’s Your Marketing Strategy in 2018?

What’s Your Marketing Strategy in 2018?

By now, you already have your fiscal budget in place and have cemented all your major business goals for 2018. You likely have a good idea of how many new employees you’ll need to add to your workforce this year. Major business goals or new equipment investments for the year have been discussed and agreed upon. You have sales and revenue goals. Business leaders spend a lot of time and energy in creating their strategy and goals for the year.

But what is your marketing strategy for 2018?

Let’s Back Up. First, What IS a Marketing Strategy?

A marketing strategy outlines the approach you want to take to achieve marketing goals and reach your target market. Your strategy can focus on customer retention and cross selling, reaching new audiences, or a myriad of other things. Your marketing strategy works hand in hand with your business goals. After all, marketing encourages business growth – your strategy and business goals determine in what ways you want to focus that growth.

Once you have a concrete understanding of the type of strategy that makes the most sense for your business goals, that informs all your marketing activities, so they are all working in harmony towards the same objectives.

It can be tempting to say your business doesn’t need a marketing strategy if you’ve never had one before. After all, you are doing fine – growing even – and your business uses traditional sales staff to meet business goals. And a skilled sales team can certainly grow a business. But if you are growing now, imagine what your business potential could be if you gave your sales team better tools!

Your business goals are a destination, and your marketing strategy is the vehicle for getting there. Sure, without one, you can try to move in the general direction you want to go, but you may not be taking the most efficient route. Twenty years ago, if you were driving to an unfamiliar destination, you needed a roadmap or atlas. Now, nearly everyone uses a GPS or navigation app because they are more effective and efficient predictors of traffic, construction, and other obstacles in the way of getting where you need to go. Roadmaps and atlases still work, but if you want to get to that new destination on time, most people would opt for the option that gives them the greatest advantage.

From Creating a Strategy to Activation

Look at your current situation and goals and assess where your greatest potential lies. Do you often hear from new customers, “I never knew about you guys!” Or do your current customers say, “Oh, I didn’t know you could do that too!” Those are all starting points when deciding where to focus your strategy.

You likely already have an idea of where your company needs to grow, but you may not have the time necessary to create a marketing strategy and implement it. If that’s the case, outsourcing your marketing can be a way to bridge the gap. On the other hand, you may have a clear direction mind, but you lack the manpower to activate your strategy and carry out tactics, 360 Direct has a program for that. We call it our “Hands and Feet” program, where we put your marketing ideas into action.

Other times, a business leader is so entrenched in the company that an outside perspective is useful or even necessary to assess the strengths and weaknesses of your brand’s image. 360 Direct offers a Business Marketing Diagnostic for cases like that — with no obligation to purchase any other services.

No matter where your starting point is on the road to maximizing your brand power, consulting an expert strategist can help point you in the right direction. Make the most of your 2018 by giving your team a clear path to succeed in meeting their goals with a marketing strategy.

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10Mar
Generation ZWhat’s next – Generation Z – Post Millennial Marketing

What’s next – Generation Z – Post Millennial Marketing

We’ve all heard about Millennials and how to market to them but what comes next? Well it’s Generation Z, also known as the iGeneration, the Founders, or the Plurals1. Anyway you name them, marketers and advertisers are gearing up to monopolize them. In this article, we will discuss who they are and what they will expect from businesses and brands.

Depending on the source, Gen Z’ers are born between 1993, and anywhere up to 2005 to the present day. They make up roughly 25% of the U.S. Population, making them a larger community than the Baby Boomers or Millennials. As Gen Z members are still largely kids and adolescents, many of their adult characteristics are yet to be vetted. Early indications are that they are increasingly self-aware, self-reliant, innovative, and goal-oriented. They also appear to be more pragmatic than their Millennial predecessors, but we’ll have to wait and see if that plays out as they age2. One major difference they have from their predecessors is that they do not remember a time without social media. As a result, they have a tendency to live their lives online and via their smartphones.

A 2014 study Generation Z Goes to College found that Generation Z students self-identify as being loyal, compassionate, thoughtful, open-minded, responsible, and determined. How they see their Generation Z peers is quite different from their own self-identity. They view their peers as competitive, spontaneous, adventuresome, and curious; all characteristics that they do not see readily in themselves.

The future of brands and businesses will depend on the next generation’s habits, characteristics, and goals; and we need to get ahead of the shift or risk the loss of employees and profits. It may be beneficial for companies to magnify their company culture and highlight their employees’ social responsibility. As in the case with Millennials, connecting their jobs to social impact will be a priority for Gen Zs.

Seemiller and Grace’s study of Generation Z revealed trends and behaviors that are influencing Generation Z’s attitudes about life, education and work3.

Here are some of their critical findings about the newer, next generation:

  • They are motivated by making a difference for others and not so much by public recognition.
  • They prefer to “do” rather than “lead” when working in groups
  • As much as they love their technology, they prefer face-to-face communication.
  • They lean left on social issues and center to right on financial issues
  • They use social media, but prefer to share on Instagram or Snapchat and follow on Facebook and Twitter. Although, Facebook is considered to be for “older” people.
  • To learn something new, they “YouTube it” before they “Google it.”
  • They care passionately about issues related to education, employment and racial equality.

These type of consumers stay loyal to the brands they shop, and stick with them throughout their life. In the long term, this is a jackpot for businesses, since they receive long term revenue benefits. They are more accepting of differences and are quick to eliminate those brands that do not foster an inclusive community. They have no expectation to be perfect. Rather than degrading others for their differences, they will be more accepting of natural beauty vs “photoshopped” perfection and won’t be loyal to brands and businesses that adhere to more traditional images. They would rather be unique and real.

Now that we know what makes them tick, how do we advertise and market to them?

To be successful, brands will need to utilize campaigns that embrace differences and remove the branding or logo as the featured image. The goal must be to enhance the personal character of the consumer, not the brand, and allow them to arrange the product or service to create whatever unique image they want to present4.

An example of a brand advertising correctly to the Plurals is Taco Bell. According to an article written by AdAge5, Melissa Friebe, VP-Taco Bell Insights Lab, began asking what it could do for the next generation. “It took some digging, and we found that similar themes are manifesting themselves in different ways.”

“We’re always in beta and trying things out,” said Ms. Friebe. She said that approach resonates with the way young people, who were born into technology, experience things. “[Our consumers] are used to living in this world where people are constantly trying something, seeing if it works and making changes.”

Bottom line is they will be brand loyal. If you reach them now they will stick around for years.


Sources:

  1. https://en.wikipedia.org/wiki/Generation_Z
  2. http://genhq.com/igen-gen-z-generation-z-centennials-info/
  3. http://sigep.org/sigepjournal/meet-generation-z/
  4. http://www.huffingtonpost.com/george-beall/8-key-differences-between_b_12814200.html
  5. http://adage.com/article/cmo-strategy/informed-millennial-misses-brands-retool-gen-z/298641/
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23Aug
BloggingWhy Blogging Can Make a Difference

Why Blogging Can Make a Difference

What does food, shopping, movies, books, health, and relationship advice all have in common?

The answer: BLOGGING

Throughout the past 15 years, blogging has grown into an Internet phenomenon, with countless new blogs being created each day. It appears that any topic can be blogged about and anyone can be the author, ranging from celebrities to just the average person who wants to express his passion through writing. Blogging allows for endless possibilities in getting your thoughts out for all of society to see.

How is blogging applicable to marketing your company?

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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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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