Whether you're just starting a business or are trying to take an existing business to the next level, marketing is a great way to get you there. When determining which marketing channels will make sense for your business, it's important to start first with your business goals. Knowing what you're ultimately trying to accomplish will help you put the best strategy in place.
When you first begin working with a marketing agency, like Addison Clark, you will often be assigned an Account Manager. Their job is to be your direct line of communication into the agency, help with strategic growth of your business, and respond promptly, accurately, and knowledgeably to any of your questions.
With a dedicated Account Manager, you won't have to worry about speaking to a different person every time you call. Whether you're working on new business iniatives, tactical marketing plans, or social media posts, your Account Manager is your one-stop shop for all communications. The Account Manager will then work on your behalf to direct the internal and external teams who execute your strategy and make sure you and your business are well represented and prioritized.
"Marketing is no longer about the stuff you make but about the stories you tell." — Seth Godin
You may be wondering how you can possibly tell a story in today's fast-paced world. The good news is that even though attention spans are shorter, people still love a good story. We just like to consume it in a different format than our parents and grandparents did.
Times are tough, human beings are resilient, and your business can be too.
COVID-19 has shaken up the world, to say the least. It has forced us to evolve in ways we didn't see coming. In comparsion, it may seem like marketing is an irrelevant topic amongst the bigger issues going on. However, it is through marketing that we are able to see some positivity and look towards brighter times for you and your business.
As the world of business and marketing continue to evolve and adapt to the times, here are some things to pay attention to.
Have you ever heard of the Rule of 7? The Rule of 7 suggests that consumers need to hear a message seven times before they will consider taking action. That is why having a multi-touch marketing strategy is so important and can help make your business more successful!
By using various formats such as your website, search engines, content marketing, email marketing, social media marketing and other channels, you're more likely to have success getting your message to resonate.
Here are a few ways having a cohesive, multi-touch marketing strategy can bring your business success:
Common misconceptions and misunderstandings about marketing can often lead companies astray when it comes to making decisions on how to increase business and successfully market their brand, products, and services. In order to create a strategic marketing plan, it is important to be informed! Here are some of the top marketing myths explained.
Community management is the process of building an authentic community among a business’s customers, employees, and partners through various types of interaction. The purpose of community management is to grow your audience, network, and engagement levels. This helps your brand keep its voice and tone consistent across all social channels.
What do you do at Addison Clark?
I'm the videographer and video editor in the office. I do anything from shooting internal videos for the benefit of the company to setting up and producing client videos for their websites and social media. I handle all steps in the video production process from pre-production through post-production.
What's your favorite thing about your job?
Being able to work within my major and utilizing my degree is a wonderful thing. I'm incredibly lucky to be able to work in an art medium that allows me some creative liberty.
Name three things you'll find on your desk at work.
My Vegeta bobblehead that I got from an old laser tag arcade (remember those?), my Fisher space pen that I carry with me everywhere, and my James Madison University Yeti mug. Go, Dukes!
What is your favorite social media site and why?
My favorite social media site would have to be Reddit. Primarily, I use it as a professional career resource as there is a career subreddit for just about any occupation (hello r/editors!). To be fair, I do enjoy looking at some of the most time-wasting subreddits, like r/Pics or r/MovieDetails.
The big picture is important, but the details are what can make or break your marketing efforts. As self-proclaimed data nerds, our team is always digging into the details to understand the why, what, and how of a campaign and its results. Keeping an eye on the big picture helps us to determine our objectives and goals, but it's the details that get us there. Without paying close attention to the details, little things get overlooked that could potentially sabotage our efforts.
Here are three examples of small details that can have an immeasurable effect on marketing efforts:
Website speed. Sometimes all it takes is one extra second to lose a potential customer. What seems like such a minor detail in the grand scheme of things can significantly harm your conversions. Google reports that a one-second delay in mobile load times can impact conversion rates by up to 20%. Fifty-four percent of people say that as the load time for a website increases, so does their frustration. While a small lag in your website's load time may seem minuscule to you, it is paramount for consumers who have come to expect a speedy online experience. Because Google knows that customers prefer a fast online experience, they give preference in search engine results to websites that meet their threshold for site load times. So, not only could a few seconds delay be driving customers away from your site, but it could also be burying it deeper online. Ultimately, the details of your website (especially your load time) can make or break your online marketing efforts.
Call to action (CTA). This is arguably the most important component of your content marketing, whether it's an email, blog post, whitepaper, or service page on your website. Even the most riveting content won't produce many results without a call to action.
Marketing is great, but if you can't measure your goals it's hard to tell what is working. Tracking conversions is a great way to analyze your marketing efforts.
First, let's define what a conversion is.
According to Google, a conversion is "a completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion)."
Conversions can mean different things based on your business goals. If you are a service provider, your goal may be to get more calls. In that case, a mobile click-to-call would be a good conversion to track. Do you want users to download a recent white paper? A download would be a good conversion to track. Whatever you decide to track, Google Analytics can help you gather conversion data.