Defining Marketing Objectives & Strategies

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Marketing Objectives are defined as the group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers and providing information about product features. Specifically, common marketing objectives include:

  • Introducing new products or services
  • Cross-selling more products or services to existing customers
  • Expanding into a new geographic market
  • Seeking out and securing new customers
  • Improving customer services
  • Increasing the average size of an order

Once the Marketing Objectives have been defined, you can create a focused Marketing Strategy for each one. Marketing Strategies have many potential tactics that can be utilized. Below are examples of Strategies with their corresponding tactics:

  • Market Share & Expansion Strategy: Develop aggressive sales & marketing tactics to expand your market. Examples of tactics include:
    • Consumer and/or trade promotions (e.g. coupons, BOGO’s, contests, special offers, etc…)
    • Direct mailing to include incentive
    • Secure additional distributors and/or sales force
  • Positioning Strategy: Designed to affect how people think and feel (perceive) about your product or service. Examples of tactics include:
    • Advertising and public relations campaigns
    • Attending, exhibiting or presenting at trade shows
    • Enhancing and/or developing corporate communication and marketing materials (e.g. brochures, website, flyers, social media profiles, etc…)
  • Reminder Strategy: Reminds customers to make a purchase. Tactics include:
    • Postcards via direct mail with coupons
    • Free premium items with company’s information
    • Disseminate monthly newsletters
    • Communicate newsworthy information via social media

Determining which Marketing Strategies are necessary and important based on your business goals is critical to the success of growing your company. If done incorrectly, you will only end up wasting a lot of time and money on implementing the wrong strategies. Needless to say, my advice is to seek out a qualified Marketing Consultant who can assist you through this process.

Source: Danielle Foley

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Client Success Story: Safety Solutions

Sioux Falls Marketing Advertising

Safety Solutions of Sioux Falls offers professional on-site and off-site training, regulatory compliance, site inspections, and written safety program management. Owner Tony Drovdal is a former Captain with Sioux Falls Fire Rescue with over twenty years’ experience in public and private occupational safety management. In 2016, he partnered with Complete Media, Inc. seeking marketing solutions.

“One of the things I stress in my classes is to know your own limitations,” Safety Solutions owner, Tony Drovdal, said. “I took my own advice and looked for help marketing and branding my business. The team at Complete Media is proactive and looks for new avenues to get that done, and for a smaller investment than I anticipated. I couldn’t be more satisfied.”

Complete Media developed from the ground up Tony’s entire branding strategy including company logo, new website, collateral materials, and public relations. His new business is gaining traction and visibility, thanks, in part, to the online strategies executed by the Complete Media team, including everything from SEO and keyword management to social media. We even facilitated some client-to-client connections resulting in new business; before he officially opened his training facility, Tony was already busy making workplaces safer.

To find out more about Safety Solutions, call 605.610.2169 or visit their website.

Client Success Story: Climate Systems, Inc.

Climate Systems is a regional leader in HVAC design and installation. In addition to HVAC sales and installation, Climate Systems services Schneider Electric Automatic Temperature Controls. Technological changes have revolutionized remote monitoring and energy management control in today’s buildings. Climate Systems’ job has been to stay up to date on these new developments. With a vast array of knowledge and years of practical experience, they’ve been responsible for the building automation systems of hospitals, educational buildings and campuses, recreational facilities, churches, government buildings, office buildings, laboratories and manufacturing facilities.

Climate Systems partnered with Complete Media Inc. several years ago to enhance their brand and name recognition. We have helped them go through a complete rebranding, including logo updates, all-new marketing materials, signage, vehicle graphics, website, and much more. Through our marketing planning and placement, we have helped Climate Systems keep in touch with key clients and prospects using online strategies, e-marketing, social media, and print campaigns. Working with Climate Systems has been a great experience, and we truly value their partnership.

To find out more about Climate Systems, Inc., call 605.334.2164 or visit their website.

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.

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Jessica Jellema – Results Strategist

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Jessica brings a unique balance of skills and insights to the Complete Media Team. Brandishing an Associate’s Degree of Applied Science as a Visual Communications Specialist, Jessica monitors marketing results to assure our clients are benefiting from a positive return on their marketing investment. Extremely detail oriented, she also manages the agency’s work flow, making certain projects are on schedule (or ahead of schedule!) and that clients receive quick responses to any inquiries they may have. Jessica’s specialized skills and laser beam focus on detail make her a great asset to our team and our clients. In her “off” time, Jessica enjoys assisting her boyfriend wrench on his Buick Regal. It has a super charger. We know. Buick Regal…super charger. Sounds made up. It’s not.

 

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.

10 LAWS OF SOCIAL MEDIA

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http://www.entrepreneur.com/article/218160

1. The Law of Listening

Success with social media sites and content advertising and marketing requires listening and much less talking. Review your target audience’s online material as well as join conversations to discover just what’s important to them. Only then can you produce material and trigger conversations.

2. The Law of Focus

It’s better to specialize than be a jack-of-all-trades. A highly-focused social media and content marketing technique planned to develop a strong brand has a much better opportunity for success than an wide approach that tries to cover all points.

3. The Law of Quality

Quality outdoes amount. It’s far better to have 1,000 which check out, share as well as speak regarding your material with their very own audiences compared to 10,000 links that disappear after associating with you the very first time.

4. The Law of Patience

Social media and content marketing success doesn’t happen overnight. While it’s feasible to capture lightning in a bottle, it’s much more likely that you’ll spend a lot of time to achieve results.

5. The Law of Compounding

If you publish outstanding, quality material to build your on-line audience of high quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their very own blog sites and also more.This sharing and going over your material opens brand-new ways for online search engines like Google to find it in keyword phrase searches.

6. The Law of Influence

Connect with experts and work to develop connections with them. If you hop on their radar as a reliable, intriguing source of beneficial info, they might share your material with their own followers, which could place you and your company in front of a substantial new audience.

7. The Law of Value

If you invest all your time on the social media directly advertising your services and products, people will quit paying attention. Concentrate less on conversions and more on producing fantastic material and creating relationships. In time, those individuals will certainly come to be an effective stimulant for word-of-mouth advertising and marketing for your company.

8. The Law of Acknowledgment

You would not overlook a person that connects with you in person so don’t neglect them online. Building relationships is one of the most essential components of social media success, so always recognize every person who gets in touch with you.

9. The Law of Accessibility

Do not release your content then disappear. Be available to your audience. That means you need to continually release content and take part in discussions.

10. The Law of Reciprocity

You can’t expect others to share your content if you don’t do the exact same for them. So, a part of the time you invest in social networks ought to be concentrated on sharing and chatting about content shared by others.

WHAT IS WEB ANALYTICS?

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

http://www.logaholic.com/manual/references/what-is-web-analytics/

The Authorities DAA Definition of Web Analytics

Web Analytics is the measurement, collection, analysis and reporting of Internet information for the functions of understanding and optimizing Web usage.

DAA is the Digital Analytics Association, an organization that identifies industry requirements for the web analytics field.

Is Web Analytics just an elegant word for internet site data?

Web Analytics is often used with Web Site Statistics, yet there is a distinction.

Internet website data (software application) deals with straightforward realities like: How many site visitors did I have last month? The target of site stats is to notify you of these easy truths.

Internet analytics has a different angle, evaluation as apposed to basic reporting. Web analytics goes into a lot more detail and offers a lot more metrics. It tries to make underlying trends clear and ‘the why’ things occur on your website like they do. Its objective, as the definition states, is to assist you boost your site and online marketing.

Naturally there is some overlap between the two, so use this analogy: If webstite stats are the speedometer of your vehicle, internet analytics is the entire dashboard.

How do Web Analytics function?

Simple. Initially we need some data to analyze. A lot of sites have a log file that contains the raw information you have to analyze, it’s called the access log. Conversely, information could be gathered by ‘labeling’ pages with a special javascript code.

The Impact of Web Analytics

What internet analytics will indicate to your business depends on whether or not you do something about it based upon the info it gives. It’s my experience that once you are confronted with this brand-new information, these new understandings and new revelations, they will be extremely hard to dismiss.

In my opinion, internet analytics is THE important tool for any online business. It is (or it SHOULD) be the platform of your internet visibility. It is the feedback that shows you what you are doing, and if it’s working.

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.