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.

Tips on Using Promotional Items

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What to Distribute
Nearly anything you can consider could be transformed into a promotional item. A few of the most common and most successful advertising products include:

Pens and various writing tools.
Clothing (custom t-shirts, hats, outerwear, and so on).
Food.
Water bottles.
Multiple-use shopping bags.
Calendars.

Logo or No-go?

You probably assume that every promotional item must have your company logo design on it. That’s the point of marketing, right? Not always.

In some cases, customizing the item for the client makes more sense. Putting an excellent consumer’s name on a ballpoint pen, water container, or multiple-use buying bag guarantees they will utilize it– and also tells others where they obtained it.

A tiny business logo is OKAY; just ensure the client’s individual identification shows.

 

Clothes Caution.

The caution about company logos on items doubles for custom t-shirts, hats, etc. You love your business and the logo. But, unless you are an absolutely cherished brand name,– like Nike– possibilities are your customers will not relish the thought of putting on a cap with your logo design on it.

If, however, you could include a logo with a memorable initial motto, you may have a victor. Examples include “Where’s the Beef?” (Wendy’s), “Got Milk?”(American Dairy Association), or “We Try Harder” (Avis).

Environmental Targeting.

It’s most likely not what you assume it is. Environmental targeting methods are items that will be used in the setting where choices that involve your services or product will be made.

As an example, if you operate an on-line company, hand out mouse pads or flash drives– items that will be utilized when choice makers go to their computers thinking of placing an order.

Stay clear of Short Shelf Life.

Attempt to pick items that will be around for a long time. Simply put, instead of an imprinted pad of sticky notes, go with something that could be used repetitively.

One exemption to the short life span rule is meals. At certain times of the year– significant holidays– a gift of food is welcome and appreciated.

Company logos Can Be Winners.

Your staff members, working trade showcases or county fairs, need to be outfitted in matching shirts, hats, or whatever else is ideal for the setup. That is a smart usage of logo design and also serves the advertising purpose without looking forced.

An additional area you can make use of clothes with logos is with your best customers. They have that “love” attachment to your brand name and will truly cherish the special recognition you offer them by presenting them with branded clothes.

Reward Referrals.

Another area in which a logoed item works well is when an individual has provided you a reference. Award the reference with the company brand and they will feel as if they are unique. Once again, providing an option of more than one item would be best.

Option is King.

Ideally, allow customers to select a promotional product– assuming it is not personalized– from numerous you have available. A person who wants and needs a pen will actually use it. The client or prospect who might make use of an envelope opener will certainly choose that.

FOR MARKETERS EVERY TECH TREND HINGES ON BIG DATA AND ANALYTICS

 

We never appear to tire of technology talk. We love debating and talking about the cloud, the Internet, wearables, movement, and also every various other brand-new modern technology that hits the marketplace. And why not? These devices and fads are changing the means we hook up, communicate, market products, as well as engage with our staff members as well as customers.

Even though we talk incessantly about brand-new innovations, we could overlook the truth that it isn’t truly technology that’s driving this change, yet the information and the ideas these modern technologies develop. With this data we have the ability to better recognize what interests folks and motivates them to involve with a brand and get their products.

Social media sites

Social networks are just one of the greatest factors to the ever-increasing mass of large information. Essentially disorganized, the information created by countless social networks interactions increases by the min. Social network information is a real goldmine of important business details: Customer actions, purchase patterns, consumer contentment, and also an indication of upcoming styles. It is this information that helps us comprehend exactly how our consumers are engaging with our brands, and also our competitors’ brand names.

As these technology fads are escalating, they are streamlining people’s lives and the means they connect. Marketing professionals take advantage of the constant ability to assess as well as keep an eye on the data and also ‘actions’ trends amassed from these modern technologies, providing them with understandings that could be utilized to customize methods to their targeted clients. The capability to collect this data from our workplaces, our bedrooms, the coffee bar, our vehicles, as well as our houses is just one of the most exciting aspects of technology.

5 WAYS TO FIND MORE TIME TO BUILD YOUR BUSINESS

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Today, starting a company is much easier than before. Thanks to modern technology, you don’t need lots of resources, a huge team or numerous degrees to create a successful firm. Today, there are essentially thousands of economical tools offered to business owners that can help bring their vision to life. Whether you’re developing a company from square one, or aiming to improve an already existing one, there are powerful and available modern technologies that can make a significant effect on even the tiniest business.

As most of us know, time is one of one of the most crucial aspects to an entrepreneur’s success, listed below are five steps that small companies can take to acquire some of that time back.

1. Punch above your weight.

If you are ready to invest time into your idea, put a little money in to produce your brand name. A website, social web pages and a detailed approach to follow could make you seem much bigger than you are.

2. Automate– as much as possible

Time consuming, yet important company processes such as invoices, repayments, and email marketing can all be automated, dramatically lowering time commitment.

3. Make your stage and size a benefit

Being tiny most likely means you put on lots of hats and don’t have the luxury of large budgets. Nonetheless, it means you can decide on the fly, course correct and also get in touch with your customers far more thoroughly compared to larger firms.

4. Hire an online aide

Your time is too valuable to squander it on ordinary jobs like scheduling meetings and making lunch bookings. Instead, collaborate with a digital assistant. Most importantly, outsourcing the position permits you to save money on wage, perks and overhead expenses.

5. Unchain yourself from your desk

Innovation today means you can run your company from anywhere. Take advantage of complimentary collaboration devices that allow you to simplify company implementation on the go. Technologies like Skype and Blue Jeans Network allow you to aesthetically get in touch with employees, coworkers and customers regardless of your location while cooperation suites like Google Docs and similar solutions allow real-time teamwork on practically any project.

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.

4 ESSENTIAL ELEMENTS TO BRAND IDENTITY

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Company Logo
A logo is a visual symbol, whereas a wordmark or logotype is simply words of your firm or product name established in a specific, set means. These aspects need to be properly created as well as set.

While your logo should always be consistent, you will need variations based upon positioning and usage. For instance, you might need color and also black as well as white variations, you could require versions for horizontal and also square applications. But they all should have the exact same qualities.

Color Palette.
A business color palette is often defined by the colors in a logo. Often these are one or two colors, although some are much more intricate.

In addition to the colors in your logo design, what various other shades suit them? This could be freely identified such as: bright and bold, or pastel. Or, they may handpicked from a color example publication. These added shades are commonly what truly unites (or makes a disconnect) your brand.
Corporate typefaces.
Choose simply a handful of font styles to use whenever there are printed materials. See to it these are readily available on all the computer systems that will create these documents.

Your typographic identification ought to consist of methods of tackling all needs, possibly a regular way of styling headlines or pulling-out content. Work to make these similar from one application to the next.

Consistent Photo Styles.
You should not use the exact same pictures over and over, however all photos must have a consistent look and really feel. Maybe the images are brilliantly lit and the subject is looking right into camera. Or, the photos have a subtle color palette and also the people never look at the camera. Pictures could be close-ups, soft focus, or crisply detailed. Whatever you choose, make use of a consistent styles in all materials, whether printed or online.

HOW TO USE SOCIAL PARTNERS

Nate Anderson Public Relations and Media Strategy Complete Media Inc.,

http://www.socialmediaexaminer.com/how-to-use-social-partnerships-to-amplify-your-marketing/

Social Partnering Approaches

Whether you’re a Fortune 500 firm or a small company, you could boost the return on your social media marketing financial investment. Here are some ways to increase followers:

Co-brand with a partner to elevate the awareness of your campaign. You can provide additional exposure for the partner brand while they provide their brand equity to your marketing. If you have a marketing tab on your Facebook page, for example, take into consideration including partners into the style and messaging.

Find partners to donate prizes for a competition or giveaway. This is often one of the very first suggestions I make to our clients that are running promotions with rewards. Partners could supply rewards you could not offer, both material and experiential.

While bringing partners into your campaign is important in its own right, don’t stop there …

Tap into partners’ social networks to enhance your message. If you don’t have a comprehensive partner marketing strategy in position, ask partners to retweet (it helps if you offer them an @ reference) or to cross-post on Facebook to give your interactions an additional boost.

So What Makes a Partner a Partner?

You might be wondering exactly what differentiates a companion from just a casual connection. The solution: Don’t bother.Nurture your connections to develop partnerships.

I’ve used the term “partner” in this write-up to incorporate a completely integrated co-marketing connection to a more casual request to share a tweet or an article. Among the factors concerning social media like Twitter and Facebook is that they make low-investment partnerships a lot easier.

While some companies are truly protective of what they release, it’s still a whole lot easier to gain conversation in a tweet than it is to coordinate a co-branded marketing campaign.

Constructing a relationship, regardless of what the tool, still calls for genuine initiative.

Whether online or off, relationships and the capability to take advantage of them rely upon the principle of social networking. It has just come to be a lot easier to construct social resources online (i.e., “Likes” or followers) and to utilize those resources to facilitate collaborations. Yet when it pertains to approaching a possible companion or asking support, common sense and principles of relationships still apply.

In summary:

Use social networks to create connections you may not be able to make.

Make use of those exact same devices to create relationships with an equal degree of thoughtfulness you would have invested in an in person interaction.

Don’t presume that those in your social media network will instantly sustain your advertising initiatives.

Do not hesitate to ask for support. Wherever possible, try to find opportunities to include partners more frequently in your social networks.

SALES LEADERS MUST SOLVE THE SELLERS DILEMMA TO DRIVE REVENUE

 

Historical sales strategies are coming to be progressively much less efficient. As sales execs work to reinvent their organizations, they are tested to also supply quarterly profit results required by management. These clashing priorities are the essence of the “vendor’s problem.”

Buying vs. Selling.

While innovation advancements have shown to be extremely disruptive to numerous IT companies, one of the most disruptive forces in the market today is actually the consumer. Clothing options have broadened, and prospective consumers have more accessibility to info regarding these choices.

Challenge the Seller’s Dilemma Incrementally.

Dealing with the seller’s problem will certainly require a step-by-step process. These actions include the following:

Develop a linked and joint approach within the entire organization. Return to the basics as well as ensure that the best items are offered to the right consumers via the ideal sales channels. Don’t make the mistake and undervalue the power of planning this right.

Clients have different expectations and requirements than what suppliers are currently utilizing to offer their products and solutions, which develops an extremely detached relationship in the eyes of the customer.

Sales leaders need to spend equivalent time on enhancing sales pressure performance around individual advancement and new habits as they do on advancement and closing deals. Even the best items built for the ideal consumers will not market themselves.

The Sales Organization of the Future.

The sales of the future will have to recognize the customers’ environment. Salespeople will need to be able to translate technology right into sector remedies. This is not so much concerning testing them to believe in different ways; it is a lot more about guiding them to exactly what is possible. The sales force will certainly have to be checked out not as a “source” of innovation products– that has the very best rate, but rather as a strategic partner aiding the business to meet its own key objectives.