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.

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.

Gina Slagle – Outreach Executive

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Gina is currently completing her bachelor’s degree in journalism through South Dakota State University. Her marketing internships, various design classes and 20 plus years of customer service have given her the skills to help her clients feel right at home with Complete Media, Inc. When Gina isn’t helping small business leaders increase their profits, she is a creative writer, portrait photographer and someone who enjoys spending time with her family.

All of her life Gina has felt a little “out of the box”. She knew that she wanted to make a difference in this world somehow, so on the Fourth of July, in 1989, she left to serve four years in the United States Marine Corps. She has had many experiences in life and believes that we all get to the top of our own mountain eventually.

“We all have our own path to follow. Some of us have twists and turns, some walk the straight and narrow path, and some of us have some very rocky roads. But, the most important thing is to keep moving forward and to find YOUR perfect path along the way. I am so excited about this new chapter in my life. I look forward to helping you get on the path of building your business!”

 

Jacob Klimczuk – Graphic Strategist

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With degrees in Visual Arts and Fashion Merchandising, Jacob brings experience and knowledge of all (well, most) things visual, as a Graphic Strategist to Complete Media.

Originally from Poland, and most recently moving to Sioux Falls from South Florida, Jacob is enjoying the close-knit community lifestyle, together with his wife and two awesome boys – Ashton and Joaquin.

Besides finding him hard at work at Complete Media, you can catch Jacob dabbling in Ableton Live, creating new tracks, and following his other passion – music.

Drop him a line, or stop by the office to chat about design, family, business, music and anything “Blade Runner”.

 

Cutting Edge Painting Increases Their Profits

Cutting Edge Painting met our team through our Complete Media Gives Back program. We provided them with a bro bono website which lead to our current partnership. We upgraded their website to have a sleek and professional design.

We are currently driving prospective clients to their website through an online search engine campaign. We also support their social media efforts and provide consultative services. It’s all about increasing their bottom dollar!

Brandon Brahms, Owner
Cutting Edge Painting
605.370.5979
www.interiorpaintingsiouxfalls.com
info@interiorpaintingsiouxfalls.com

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.

October 21: Got the content, share the information..get a blog today!

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Writing is Scary

Most small business owners shy away from creating their own content. They think they won’t know what to say or how to say it. Once you ask those same business owners questions about their business or their clients, you’ll find yourself there for hours. Don’t know what to say, huh?

Generating content is surprisingly easy and organizing isn’t much tougher. This month’s Business Builder Seminar is all about that. Write about the things that your clients and potential clients want to hear. Show people how experienced and knowledgeable in the industry you are.

We’ll see you at Complete Media on October 21st at noon. $10 for the general public, free for the Complete Media Circle.