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Blog | Richmond Marketing Agency

video marketing

With video being hyped as the new “it” marketing thing, you have probably thought about or even started to make some videos for your company. But what should you actually do with your videos?

Adding video to your website is a no brainer. Whether it’s an "About Us"-style video that can go on your team page, or a how-to video that could live in a resources section, having video on your website is important. It’s also pretty obvious that your videos should be added to your YouTube channel (or another video hosting platform).

take 5 with mackenzie 1

We asked Mackenzie, one of our senior account managers, some marketing questions. Here's what she had to say...

1. What aspect of marketing do you think businesses should pay more attention to?
What the data is telling them! Every marketing campaign or strategy should have data to support its success. If you aren't analyzing the data, you could be throwing money at campaigns and strategies that aren't working for you. By looking at the data, you can refine the strategy and have a more successful outcome. 

2. What do you consider to be the biggest challenge for today's businesses?
Cutting through the clutter! There is a lot of competition in the market, but with a strong and consistent marketing strategy in place you can set yourself up for success.

3. Where do most people go wrong with their marketing?
Not having solid goals in place before launching their marketing strategy. There are so many avenues you can take with marketing. Understanding your goals will help you choose which avenue makes the most sense for your brand and, ultimately, allow you to get a good ROI!

brand story 1

Whether you know it or not, you are telling a brand story with everything you do. From your tagline and website content to your online reviews and signage, everything works together to craft a story about your business.

While some businesses are intentional about their brand story, other businesses are telling a story without even knowing it. Some are telling the wrong story altogether.

So how do you tell the right story in the right way?

First, you need to know the definition of a brand story. A brand story is a cohesive narrative that informs consumers and inspires an emotional reaction.

data analysis

Knowing which data metrics to pay attention to in order to understand which marketing efforts are working can stump even the most savvy of business owners. Are quantitative metrics like high visitor or session counts most important, or do qualitative metrics, like what pages people enter the site on and where they spend the most time, matter more? Well, the answer is both.

Quantitative metrics are always an important pulse check on how the business is doing overall. It’s a way to identify any red flags, and determine if there should be a strategy shift to drive more traffic and engagement to the site. It is also important for comparative measures and understanding the growth of a businesss over time. While specific strategies may shift based on business needs over time, these quantitative baselines give you a way to measure moment-in-time efforts, as well as month-over-month and year-over-year comparison analysis of the health of your business.

personalized marketing

Loyalty marketing strategies aren’t new. In fact, the practice of incentivizing customers to make a purchase in exchange for a gift or discount dates back to the 1700s. In 1929, General Mills® brand Betty Crocker™ began offering Box Tops to be collected and used in exchange for discounted flatware. In the 1980s, one of the most famous loyalty programs, the frequent-flyer program, was established. By the mid-1990’s, loyalty marketing programs had become a fixture in mainstream marketing programs.

Today, loyalty marketing continues to be a successful marketing strategy utilized by small, local businesses and large, international corporations alike, offering free gifts, discounts, and exclusive access in exchange for making a purchase, referring friends and family, sharing a post on social media, and more. Here are 5 ways loyalty marketing can benefit your business:

personalized marketing

Most marketers today are well-versed in the game of personalized marketing content. For the past decade, we've been told to customize, customize, customize. A reported 86% of consumers say that personalization influences their purchase decisions. So why are we now hearing rumors of undoing those foundations?

The answer is simple: Personalization works, but only if you do it well. The majority of consumers understand that emails, ads, and notifications are sent out automatically and en masse. They will quickly pick up on mistakes like a greeting with their name misspelled or, worse yet, with an [INSERT NAME HERE] still showing. This can have the opposite effect on your target audience and, ultimately, turn them off from your specific call-to-action (CTA). 

While it is true that customization works, doing it well is a whole different ball game. Trying to fool your customer base never ends well. Instead, take the following steps to come across more genuinely with your audience.

copywriting for web

Writing content for your website may seem simple. After all, you're the expert on your business. How hard could it be to describe that on your website? Before you dive into copywriting, there are a few tips you should keep in mind in order to make your website's content the best it can be.

Write for your audience
It's important to identify who your audience is in order to determine how to write about yourself and the products you offer. Make sure you are writing for your average customer and not using hard-to-understand industry terms. 

Keep it simple
We know you could say a lot about your business, but it's best to keep it short and sweet when possible. Most people have very short attention spans and prefer not to read large chunks of content, so get to the point quickly.

video strategy 1

Did you know that 66% of people say that video is their number one source of information? Knowing that, it's no surprise that most brands are incorporating video into their marketing strategy. If your business is starting to dive into the video marketing sphere, here are four things to consider before you get too far in the planning process. 

1. Who is the audience for your videos?
Before adding video to your strategy, you need to understand your audience. Once you know who you're targeting your videos to, you'll be ready to take the next steps in the planning process. 

anna breland

1. What do you do at Addison Clark?
I'm a graphic designer. I provide clients with visual collateral to promote and provide an identity for their brand.

2. What's your favorite thing about your job?
I've always been artistic and am an avid reader and learner, so my favorite thing about design is the ability to combine creative expression with relevant information to create graphics.

3. What is your biggest pet peeve?
Humidity, without a doubt, will always put me in a bad mood.

4. What do you enjoy doing in your spare time?
Napping, reading, watching movies, and exploring the city.

brand name

Did you know that Pepsi-Cola® used to be called Brad’s Drink? Or that the world’s most popular search engine was originally created under the name BackRub?

As humans, we form connections with words based on the experiences and knowledge we have of those words. Your business name is an incredibly impactful piece of your overall brand that has the power to forge a memorable, meaningful connection in consumers’ minds and position your brand for future scalability. As the very first impression a consumer will have with your brand, a well-chosen brand name can open doors and differentiate you from competitors while a poorly chosen name can limit your opportunities, create confusion, and negate the work and value of your brand.

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