Marketing Strategy: Making A Smart Investment

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A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

A Change Of Mindset

First and foremost, marketing is an investment. You only get out of it, what you put into it. Therefore CMOs need to begin looking at marketing as the financial investment that it is towards meeting the goals of the business. When you make a financial investment you investigate the risk potential, growth expectations, and your portfolio as a whole. When looking at your marketing spend and strategy, you can start with the same discussions.

To think of it in another way, look around your business at the way investment fundamentals are applied all around you. Why is this not the case in marketing as well? Forget the way that marketing is typically done. Forget what your company has focused marketing dollars on in the past. Then open yourself up to the possibilities that a creative marketing investment can have.

Goal Alignment

Now you’re ready to start getting your goals and your marketing investment in line. But first, make sure that you have the right goals. Of course, this depends on your business. A new business will need to focus more of their investment on brand awareness. You’ll need to make a splash in the market and get your name out there. your marketing spend in that area will be high because your primary goals is brand awareness.

But for most established businesses, awareness is only a portion of the marketing spend. Too often, businesses are focused on the wrong marketing metrics. You see that you’ve gained a bunch of Facebook likes, or you’re getting a lot of return visits to your website. These are positive things, but do they align to your goals? Marketers tend to focus their investment of marketing dollars on the channel itself – whether boosting search rankings or building an email list. But was your goal to create a higher search ranking? Or was your goal to use search rankings as a way to build leads and conversions?

Your marketing strategy needs to be relative meeting the financial goals of your company. If your company is looking for slow and steady growth, you can invest your marketing budget accordingly. But if you really want to get your business off the ground quickly, you’ll have to ramp up your spending for your maximum return.

Execution And Adjustment

Now that you have your focus for your investment from the goals of your business, you’re ready to get started ramping up your marketing strategy. Don’t limit yourself. Your mix of marketing strategy is dependent upon your business, of course, but consider every channel and it’s effectiveness for you.

Make sure you have the right tools in place to measure the return on the investment you’ve made. When you make a financial investment, you will always have these tools in place, so why wouldn’t you have these in place for marketing investment? Again, be focused on the right metrics and making sure you have a system in place to see the results of your hard work. Then you can make the adjustments needed in your strategy. You can identify where the issues are in your marketing funnel and change your marketing investment based on that information.

Conclusion

Thinking of your marketing as an investment, makes you shift your thinking for your marketing strategy and budget. You are only going to get out of it what you put into it – so invest wisely.

A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

Source: Mike McDermott

Complete Media Inc is a Sioux Falls marketing, advertising, website design and web hosting company specializing in web design, maintenance and hosting services.

We help small businesses make more money. Learn more.

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May 18: Open Forum

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Keep It Coming

We always get great feedback from clients who attend the open forum sessions. That’s why we keep bringing them back! We’re opening the doors and inviting anyone to come learn how to enhance their web marketing strategy, get the most out of their campaigns and capitalize on their success.

Come with specific questions or come just to listen and learn. Meet other members of the circle and walk away with some new ideas!

Noon on May 18th at Complete Media.

April 20: Know What Your Visitor Do On Your Website With Site Analytics

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Turn Your Hits into Cash

It’s like having the ultimate secret shopper program. They don’t even know they’re helping you out! With Site Analytics, you can determine what exactly the users who access your website are doing – what pages are they visiting, how long are they staying, what part of the world are they from, and how they are getting to your website in the first place!

All this information is key when developing your ongoing strategies for your web marketing campaign. It provides a fuller picture of just who exactly your users are and where they are in the sales pipeline. It helps to determine how to transition them from just a click on the web to a sale on your sheet.

Learn how Site Analytics can help accomplish these goals on April 20th at noon, only at Complete Media. $10 for the general public, free for the Complete Media Circle.

March 16: Sell your products and services online

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Keep It Local Online

When online shopping first hit the scene, consumers were trending only towards the megasites that we’re essentially the Wal-Mart of online stores. (You could do that shopping in your pajamas, too. Just like Wal-Mart!) As online shopping has stabilized and more Mom and Pop style companies have come on the scene, online shopping has become more and more a part of the regular economy.

The latest trend is for online sales to increase business for even local shops. Rather than driving across town, many consumers are choosing to cruise a local companies online store. Which means you should probably get one so you can close the deals that don’t make it through your doors.

Learn how to integrate online shopping into your web marketing strategy on March 16th at noon. Always at Complete Media. $10 for the general public, free for the Complete Media Circle.

February 17: Keep your Competition at Bay Using Domain Names

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The majority of web traffic is through search engines. That includes traffic meant to go to specific websites (as in Googling “Complete Media” as opposed to typing www.completemediainc.com in the browser bar) A domain campaign helps to ensure that users looking for industry related terms are directed to your website first.

Domain campaigns are a fairly low cost addition to any web marketing strategy and can yield surprising results. It’s essential to find the right domain names for your area, though. We can help with that.

Stop down at Complete Media on February 17th at noon to learn how to take advantage of this web marketing strategy. $10 for the general public, free for the Complete Media Circle.

January 20: Build relationships with your customers using direct mail

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Snail Mail? Really?
When was the last time you got a card or a letter in the mail? Other than bills and junk mail, of course. Been awhile, hasn’t’ it? But I bet it made you feel pretty darn good. A simple thank you card, birthday card, or even just a thinking of you card can be the difference between a satisfied customer and generating that word of mouth.

Sending out cards can take a lot of time and isn’t always the cheapest option. By the time you go to the corner store, pick out a card, take it back to the office, write it out, address it, stamp it and drop it in the mail…it takes more than a bit and makes it hard to integrate into the client retention process or even into the sales pipeline.

We have the solution to that. You can go online, select your card from stock or upload your own designs, enter your message in your own handwriting, add your signature, select a contact from your database and drop it in the mail. Do all this for cheaper than doing it by hand. Save money and time, kind of cool.

Learn how to get started by coming down to Complete Media on January 20th at noon. $10 for the general public, free for the Complete Media Circle.

CREATING A MASTERPIECE WITH COMPLETE MEDIA

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Turtle Bros Painting came to Complete Media at the very start of their business. It was the perfect blank canvas for our team of experts to create a new and refined brand. Along with the complete new look, we have designed and launched a professional website for their potential clients to schedule a painting or learn more about their services.

We also drive prospective clients to their website with an online search engine campaign. Our team is excited about the Turtle Bros Painting brand and look forward to seeing this new business grow in to a masterpiece.

 

Dalton Hohn-Hill
Turtle Bros Painting
605.610-2225
www.turtlebrospainting.com
info@turtlebrospainting.com

Dec. 16: Never Ever Ever Lose Your Domain…Ever!

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When the domain name goes, everything else goes, too!

Your credit card expires. You change your email address and don’t update your domain contact information. Someone close to you, or a social engineer, transfers your domain name away without your permission. One oversight and you could lose the domain name you worked so hard to get. That means any website or email services associated with it will stop working.

You can protect yourself from this disaster…and it can be a disaster.

Learn what Protected Domain Registration is and how it can save your website. December 16th, Complete Media at noon. $10 for the general public, free for the Complete Media Circle.

Hometown Remodeling Partners with CMI

Hometown Remodeling has partnered with Complete Media to build their online presence with a strong website to drive inbound leads to their roofing division. The process started by developing a well branded informative website that helps brand Hometown Remodeling as the local Sioux Falls area experts.

Their successful campaign includes search engine marketing, online marketing that is geographically targeted, and an increase in social media presence. Complete Media also created content and designed effective door hangers, which were used to target potential leads and bring in more business. When it comes to growing Hometown Remodeling’s business, we have them well covered!

Contact Information:

John Haensel, Owner
Hometown Remodeling

605.610.3651
Website
Email

November 18: Turn website users into customers

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Where Your Users Look

The average internet user spends 3 minutes on a website before navigating away. Do you know how long they spend on yours? Do you know where they spend that time? Do you know how they got to your website or where they are located?

You can.

All this information is key to mounting a website campaign. It helps you to understand how users interact with your website and to gauge where they are in the sales process when they do. You can use that information to turn website hits into sales. The tool is called Site Analytics.

Learn how to use this powerful program on November 18th, noon at Complete Media. $10 for the general public, free for the Complete Media Circle.