Forester Research says Do This….

Forester Research says Do This….

You’ve heard the 80/20 rule rght? Spend the majority of your time and money on the things that are going to give you the greatest return! The most critical piece of your marketing time and money investment needs to be on SEO, Search Engine Optimization. The top 3% in each business catagory in each market is going to collectively take 50% of all the business in that market! That is huge. You must position your company in the top 3% or...
First Page Google Rankings

First Page Google Rankings

Have you heard the term “narrowcasting”? Don’t feel bad.  Most business owners would guess it has something to do with the Entertainment Industry rather than marketing for your business. Narrowcasting is a  marketing method that makes Social Media and Mobile crazes translate into profits for small business.  It is a marketing strategy that is the opposite of  broadcasting. So, typical broadcasting methods might be local radio or newspaper advertising.  A typical narrowcasting marketing method could also be a radio or newspaper spot, however, it would be in the industry specific trade paper or magazine or on an industry specific tv show. Rather than targeting all local viewers with your broadcast ad, you might direct your television advertising dollars away from the local network channel to cable.   And only air your ad during a relevant niche show. For example, if your company manufactures or sells carpeting your ad might effectively air during a home improvement show on DIY or HGTV. In the mobile media marketplace, narrowcasting takes on significant power to impact the bottom line.  With the consumer actively searching for a solution to a now, must resolve, I’m at shopping right now problem, your mobile marketing becomes the highest ROI event for your small business. Many small business owners hire marketing companies, web designers, SEO specialists, social media managers and toss money to the newspaper, mini local booklets, yellow pages – the guys selling ads on receipts and table tops with out a single percent of return on investment. I’m not saying you should stop doing these things.  Not all of that advertising is a waste of money. ...
Match the message to the right medium

Match the message to the right medium

Traditional Marketing/Advertising   This form of communication is most common for small businesses. Messages formed in this model are designed to create top-of-mind-awareness for your company. In other words, when a customer is ready to make a purchase, you want to be the first business they think of. Traditional Marketing is challenging because it requires focus and most of all, patience. That’s because many of the people that you communicate with are not ready to buy now. Many have discovered that branding (themed marketing messages) is the best way to maintain a rapport with the audience until purchase-time comes. DR (Direct-Response) DR marketing is most effective when seeking those who are looking for your product right now. Its approach, like its name suggests, is quite direct. This form of marketing is designed to get the audience on the phone, web or in your store immediately (think infomercial). Despite the sometimes crass approach, DR ads are quite scientific and complex in application. Hence, those that merely try this method are often met with failure. Be aware that businesses oftentimes hire firms that specialize in this very unique way of communicating due to its precise nature. So before telling your audience, “Be the next 100 to call…” read up and do your homework on this form of advertising. Walter R. Dailey is a former ad agency partner and experienced marketing professional. He is the lead consultant and executive producer at Dailey Sound Vector Media, a creative services organization that specializes in developing commercials, jingles and marketing campaigns for small businesses throughout North America.  Ask Walter your questions at...
SMS Tips

SMS Tips

Five common SMS marketing mistakes Cartier is using SMS Brands and marketers are increasingly incorporating SMS into their mobile initiatives to engage and communicate with consumers. Here are some common pitfalls to avoid. Industry experts agree that some type of SMS marketing is prevalent to reaching as many consumers as possible. Feature phones continue to dominate the market and many consumers can be reached on them. “Education and making smart decisions are key to prevent mistakes form happening,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.    “The first place I would go is to the Mobile Marketing Association’s Consumer Best Practices document to learn the dos and don’ts of SMS marketing,” he said. “Second, I would read up on successful and not-so-successful programs on Mobile Marketer and other venues to understand what others have done. “Third, I would seek out trusted providers. Remember, choosing purely on price will likely lead you to the guys in a garage who started a firm last Thursday. That is likely to lead to failure.” Here are the five most common SMS marketing mistakes that brands and marketers should avoid. No. 1 – Avoid not making your call to action prevalent A simple call to action can be placed on billboards, magazine pages, TV commercials and just about anything else. “It’s a head scratch as to why a mobile call to action isn’t prevalent in all integrated marketing communications,” Mr. Hasen said. “There are so many benefits to doing it right – engaging consumers and turning passive activities into interactive ones, making your traditional and non-traditional dollars work harder, and being...

Four Square Results Maximized

Tips for putting foursquare and other LBS to marketing use A lot of brands are using foursquare Consumers’ unprecedented need to always be connected and in constant communication with their peers has led to an explosion in location-based services that take advantage of social functionality. Here are some tips on navigating the LBS landscape and targeting consumers on a hyper-local level.  According to industry experts, the opportunity is now. Devices provide marketers with location opportunities that let them not only reach consumers wherever they are, but also offer them incentives to further engage them with the brand. “I think that the market opportunity for companies to use location-based services as a marketing tool cannot be ignored,” said Dan Gilmartin, vice president of marketing at Where, Boston. “Given the reach and the ability to target a user based on location allows marketers to deliver a message in a way that they haven’t in the past.  “Any business that wants to connect with a local audience can benefit from location-based services,” he said. “I think that most people consider restaurants as the target business for location based services.” Location, location, location A recent survey by JiWire states that more than 50 percent of mobile users would like to receive location-specific advertising. Another 39 percent would like to receive location-based coupons. According to Mr. Gilmartin, companies should use the same tactics that they employ in their other marketing, but tailor these offers to consumers based on location. Incentives can be great to convert potential new customers, but may be a means of margin erosion for existing customers.  Additionally, loyalty programs that reward...