Working With A Marketing Agency: The Inside Scoop

Clients often only understand the final product, and how it impacts their sales and awareness. They do not always know the robust strategy and all the moving parts your marketing partners put in motion to execute your marketing tactics. We’re giving you the inside scoop on what exactly marketing professionals do to get the job done… and how much of a value you receive by working with a marketing agency!

Below, we’ve highlighted three projects to show you the inner workings of life at a marketing agency: 

1. Commercial Production:
   This project requires a lot of pre-production planning! Before grabbing the video camera, your marketing agency brainstorms creative visual and audio ideas to get your message across. They start by creating a story board, which lays out frame-by-frame how your marketing partner envisions your commercial to look like. The agency will then pitch the concept to the client, sharing their vision with them.
   Once the concept is approved by the client, your marketing partner will then move on to shooting the video. This involves going both on-site and off-site to capture footage of your company and your products/services. It may also involve hiring talent to star in your commercial. Commercial video shoots can take up to a full day to capture the shots needed for a 30 second clip.
   The editing process is the most technical and time consuming part of the whole process. Trimming the snippets of video down to fit perfectly together can be daunting, and a strong knowledge of the editing software is needed for cutting-edge special effects. At this point in the process, marketing professionals will hire a voiceover to record the audio, or they will do the voiceover themselves.
   Once the commercial is completed, the last step is to buy media on the tv stations they would like it to air. Strategy includes understanding the client’s target market and buying tv spots during the times and programs that demographic tunes into.
2. Google Adwords:
   Top performing Adwords campaigns are supported by a strong strategy and small tweaks to the campaigns on a weekly basis. The planning phase begins with researching what keywords people are searching for to find your product and service, and putting together a campaign that will help you better measure success based on specific segments of your target market. Adwords planning also involves understanding the average cost-per-click of the keywords you’ve chosen in your market, and putting together a budget that will allow your ad to be seen without over-spending.
   Once the keywords are established, your marketing partner establishes geographical boundaries for your campaign. He or she will then create short ad copy that appeals to your target market and drives them to your website. With Adwords, your marketing partner will receive real-time data as how your ad is performing. When more data is available, he or she will find small ways to optimize your campaign, from swapping keywords to re-allocating budget.
3. Web Design:
   There is a lot of work that goes into website design and development, especially when created from scratch. Because nothing is more devastating than having your website or email functions crash, your marketing partner will work to select a reliable hosting provider that will be responsible for making sure everything is secure and working on the back end of your website.
   Next, your marketing partner will pick the right template that meets your needs, and install plugins that give your website functionality. With the rough outline of the site established, your marketing partner will then collect or create the information needed to fill your site with content. This content is then placed on pages formatted in a responsive structure, to make your site mobile-friendly. Other types of media, such as videos, photos and documents are uploaded or linked onto the site. Collecting and organizing information in such a way that your clients or customers can easily access them is essential, and this process takes a lot of planning and will have a lot of tweaks and changes.
   Before launching the site, SEO best practices are put in place and analytics are installed on the back end to track activity on the site. Your marketing partner will communicate with your site’s domain host provider when it comes time to launch, to switch your new site over and assure there are no big kinks in the process.

And if you think that’s a lot of work, we usually have multiple of these projects (and more) going on at the same time! No wonder there’s always coffee in the pot! We broke these projects down for you to show you the value you receive when working with a marketing agency. For the price that agencies charge for their services, clients have multiple staff members working on their projects sharing their time, talent and expertise to provide cutting-edge service and also deliver a well-thought-out strategy. If you are interested in the projects listed above, or anything else marketing-related, call TRIO!

Does your business need an app? Thoughts to consider.

If you own a business, chances are you have considered developing a mobile app. Before making the leap, read this blog. It could save you a ton of money.

Smartphones… we all have them (and some of us are on them more than we would like to admit)! The US adult spends an average of 3 hours and 8 minutes per day on their mobile device, excluding voice activities. Logically, some business owners might look at their target market’s cell phone usage and want to infiltrate the mobile space by creating an app. Reality may set in when you learn that the cost of developing a basic app averages around $25,000. Complex apps can easily cost six figures.

Before taking on this expense…

1. Understand how the average adult uses apps. The average adult smartphone user has 36 apps installed on their devices, though only 26% of apps downloaded are used daily. Ideally, you’ll want your business’s app to make the cut in both categories, but at the least, you want to make it onto their phone. Because of limited memory and data on one’s smartphone, your app will needs to serve a purpose and add convenience to make the cut.
2. Ask yourself if a mobile-friendly website will suffice. If the purpose of your app would be an easy place for individuals to seek information about your business, we recommend saving your money and optimizing your website for mobile. Sure, your business won’t sit on the home screen of your target market’s cell phones, but having an interactive mobile website will serve your marketing purpose without having to worry about app downloads. Consumers also first turn to their web browser to seek information instead of searching the app store.
3. Conduct a feasibility survey. Take the guess work out of how and if your customers would use your app, and ask them! Reach out to clients or customers you believe to be “rock star customers,” as well as those who only buy your product or service every once and a while to get an unbiased opinion on the functionality of your app.

Take a look at your own smartphone. What apps have you downloaded from other businesses? Maybe you have your bank’s app for easy mobile banking, your pharmacy’s app for one-touch prescription refills or your favorite airline’s app for checking in to your flight on-the-go. People keep apps that makes life a little easier for them, and helps them to do something they would have to do anyways as a loyal customer for your business.

For example, if you are an online retailer, a mobile app that remembers your customer’s account credentials could make shopping on your online store easier with one-click check out. Offering features they can’t receive on your website, such as daily coupons or a virtual try-on feature will entice them to utilize your app more frequently.

If you want to still capture the eyeballs of those using apps, but can’t afford the large expense, consider purchasing digital advertising within an app. Through the Google Ad network, many popular apps allow third-party ads. Ads will be displayed on the apps in various way.

If you are interested in learning more about various mobile marketing options, contact TRIO today!

Radio Advertising: Is It Right For You?

Have you ever wondered if radio would be good for your business? It seems pretty expensive…will it be worth it? What are the pros and cons to advertising on the radio? Read more to find out!

Whether it’s on your morning drive or playing on your desktop at work, most of us listen to the radio at least once a day. It’s on at the stores we shop at, it’s blasting from your children’s bedroom and its on at the dentist when you’re getting your teeth cleaned. So, should you advertise your business on the radio?

The first radio commercial hit the airwaves in 1922, and advertisement for AT&T. The telephone service provider owned station WEAF in New York that played an ad for itself. 94 years later, people still tune in to the radio to get their news, learn updates about the traffic, follow along to their favorite morning show personalities and listen to music.

For small to medium-sized businesses, the cost of a radio campaign may be at the top of your budget. To determine of radio advertising is right for you, consider the advantages and disadvantages of radio campaigns before making your decision:

PROS:

• Ability to target your specific audience. Different radio stations target different demographics with their format and the type of content they share. If you have identified who to target your product or service to, you can find a radio station that that age group/demographic is more apt to listen to. You can also select a specific time when your ad will run when your target market will hear it.
• The Speed of Air. Radio ads can be produced very quickly, unlike television ads. And unlike print ads, you do not have to wait for the next issue to come out. They are relatively easy to produce, so you can place the ad quickly. They are also easy to modify if you need to change your ad. Most radio stations will produce the spot and provide the talent for you as well at no charge.
• Harness the Power of Sound. Unlike print or digital ads, you can use sounds, voices and music to create an attention-getting message. Radio jingles or local celebrity voices can create a memorable impression. And, those listening to your ad will envision your story in their imagination, accessing the “theatre of the mind.”

CONS:

• Competition for Prime Time. Morning and evening commutes are key times when many businesses want their ads to run, and there are only so many spots to go around. This can drive up the cost for those choice time slots.
• Distracted Listeners. Radio is often background noise; most individuals are not just listening to the radio. You may be reaching your target market, but you’ve lost them if your ad is not creative or engaging. Keep in mind that you will need to run your ad more than a few times in order for it to make an impact.
• One Size Doesn’t Fit All. Radio may not be appropriate if your product needs to be seen or demonstrated to showcase its benefits. If your market is very niche, you may also experience a lot of waste with radio advertising.

When considering radio advertising, it is important to have a strategy and message in mind before running an ad. What do you want to get out of your radio campaign? Are you looking to hire a new employee, drive more customers to your store front with a specific promotion, or simply remind people your company still exists? Craft your message around the campaigns purpose in a voice that speaks to your target market.

If you have any questions or are wondering if a radio ad campaign would be the right fit for your business, contact TRIO today!

Things To Look For In Your Digital Marketing Analytics

At your fingertips, you have access to so much data about your marketing initiatives and digital presence. Have you utilized it? Gone are the days of relying on phone call tracking or head counting to calculate how successful your marketing campaign is. Eliminate speculation by analyzing the data provided from your website and e-newsletter.

At first look, this much data may be overwhelming! We have outlined the top analytics you should keep an eye on.

What to look for in your website analytics:

If you haven’t installed Google Analytics on your website, you need to right now! Google Analytics provides a wealth of information about how people get to your website and what they do during their visit. Here are three categories to start analyzing:

Total Visits: 

The total visits analytics is a number that increases every time an individual visits your website since you have installed Google Analytics. You’ll also be able to see a chart that tracks the visits you receive to your site daily. If you have recently started a marketing campaign that directs visitors to your website, you should see a jump in total visits.

Returning Visits:

This metric compares unique visitors to those who are repeat customers. Your rate of new visitors will most likely be higher than the rate of your returning visitors (and if you’ve just launched Google Analytics… everyone will be a “new” visitor). When creating content for your website, like blogs, videos or white papers, focus on strategies that will bring viewers back! Measure your success by seeing if the percentage of returning visitors increases.

Traffic Sources by Segment:

Google Analytics can also tell you where your web traffic is another important tracking mechanism. Take a look at these sections:

• Direct traffic: Visitors that access your website directly through typing it in the URL bar or by clicking on a bookmark.
• Organic traffic: Visitors from unpaid search engine listings.
• Referral traffic: Visitors that access your site through a link on another website.

Direct traffic can signify a successful ad campaign because people are specifically coming to your site directly for the purpose of your product or services. Organic traffic can give you insight into how your SEO is performing. And referral traffic can indicate that you are successful at driving people from your social media pages to your website, or that you owe a strategic partner lunch!

What to look for in your e-newsletter marketing analytics:

When marketing to your current database of emails through e-newsletters, analytics will give you a good idea of which customers are tuned into your brand and what content they are interested in. Programs like Constant Contact and Mailchimp provide this useful information. Take a look at these metrics:

Open Rate:

The open rate will tell you the percentage of your email list that opened your e-blast. Take a look at how many people from your database is receiving and reading your newsletters. If your open rate is low, consider sprucing up your subject lines. Click here and here for more information.

Click-Through Rate:

The click-through rate gives your direct insight into how many subscribers are actively engaged with your content and interested in learning more about your company, product or offer. It examines from those who had opened your e-newsletter, how many people clicked on at least one link. From the click-through rate, you can gauge what content interests your customer the most.

List Growth:

Every company should aim to grow their subscribers list and database. The more new subscribers you have, the more you can extend your reach, expand your audience and boost your opens and click-through rate!

Ten years ago, marketing was often seen as “driving blind,” relying on industry statistics to make educated guesses as to whether or not it specific campaigns were driving sales. Today it is staggering how much we can learn from our consumers just from their interactions with your company’s digital presence. If you are interested in learning more about the data found on Google Analytics, your e-newsletter platform, or any other digital medium not covered in this blog, contact TRIO!

Marketing Tips for “Odd” Holidays

The traditional “holiday season” may be over, but that does not mean your marketing should stop celebrating! Do you have a plan to capitalize on the hype around Valentine’s Day? How about something for Martin Luther King Day? Maybe your specific industry has a couple of key “holidays” you celebrate (for example, our client, Garver’s Animal Health Center, celebrates National Veterinary Technician Week and World Spay Day)?

Whatever the reason may be, share in the celebration through marketing! Holidays are a good time to offer specials that the average consumer may not get any other day of the year. Here are 5 “odd” holiday marketing tips outside of the religion-based celebrations:

1. Get the word out through social media: Whether you are offering a special deal or just want to change your branding to promote your product during the holiday, social media is the easiest and quickest way to inform the public! Show your support by changing each profile’s cover photo with a custom graphic to reflect how your company is celebrating the holiday. Promote your specials leading up to the holiday.
2. Host an event: An event can draw massive crowds if promoted well. Think of a creative way to bring people to your store, or host your event somewhere in your community. An example from Garver’s Animal Health Center is that they hosted an easter egg hunt for dogs this past year. This event was unique to the community, and the local radio station attended and covered the event on-air as it was happening! They got a lot of press because of the event and engaged with people who had never been to their clinics before.
3. Partner up: Have a relationship with another non-competing business looking to celebrate the holiday as well? Join forces for double the publicity! Create a holiday “package” deal consisting of both your product/service and your partner’s. This way, your offerings will look more appealing to your customer-base, and you’ll gain exposure to their customers.
4. Hold a contest: A unique and creative contest can drum up business and help you gain a bit of free press! Your contest should contain the holiday theme, and be imaginative enough to create an attractive press release. Whether your contest takes place at your event, or is based on user submission via email, youtube video or a social media post, you will engage your audience though friendly competition.
5. Market early and often: Build hype around how your company is participating in the holiday festivities early! Plan for cross-platform marketing to begin at least a month before the holiday. Start with a “save the date” postcard and e-newsletter to build awareness and anticipation on what’s to come. Create a “drip” campaign, so your message hits your target market multiple times (through multiple mediums) before the holiday!

Get creative! Stand out from your competitors who may also be running promotions and specials on holidays by being unique and thinking outside the box. If you would like some holiday marketing ideas, contact TRIO!

Why to Outsource Your Marketing in 2016?

Everyday you are pulled in a thousand different directions. It is impossible for you to build a successful business while you wear so many hats. Should you consider outsourcing your marketing in 2016 so you can focus on other aspects of your business? READ MORE to find out some benefits to letting the experts execute your marketing next year. 

Is growing your business’ marketing reach one of your 2016 business goals? It should be! Marketing is the driving factor that supports lead acquisition, sales and customer service to help you grow your business. Your initial gut feeling may be to execute your business’s marketing yourself. However, in this blog, you will find why it is cheaper AND smarter to outsource your marketing to a professional.

Similar to fellow Business Warrior Tammy Stifel’s blog “Have you ever had this great idea, ‘it is easier and cheaper to do the bookkeeping myself’?”, by spending your time to market your own business, you are wasting MORE time (and time is money) learning the marketing industry’s best practices and executing them yourself. As a business owner, your expertise is better spent managing your business and leading your team. Hand your marketing to an outsourced partner who can provide years of experience and an outside, strategic perspective.

Even if a company has its own marketing department, a relationship with a marketing agency frees up in-house personnel for certain responsibilities, so they can play into their own strengths. If an organization does not maintain its own marketing staff, outsourcing can provide a full-fledged marketing strategy, support and deliverables, while allowing the business to focus on its core competencies.

Here are more common reasons more businesses are choosing to outsource their marketing:

1. Media and discipline neutrality: As a business owner, you are bombarded with media reps trying to solicit sales for their advertising mediums. Because these reps exist to sell their services, they will not give you unbiased marketing advice. An outsourced team has a different objective: to identify and deploy the proper media mix based on a strategic analysis of your company’s goals, market position and budget.
2. Reduced overhead: Outsourcing marketing is on average cheaper than hiring another in-house employee. You can also avoid or reduce the cost of additional office space, computers, vendor relationships and access to credit that is sometimes required when marketing projects are handled in-house.
3. An outside perspective: This advantage is invaluable. Outside the company culture and office politics, an outsourced marketing agency can supply an objective viewpoint that is difficult for any company’s executives to consistently maintain.
4. Maintaining momentum: Every company experiences business fluctuations. When economic factors mandate staff reductions, or when key people leave to pursue other opportunities, crucial projects can become stalled for lack of time, attention and resource deployment. Through outsourcing, marketing initiatives will still be implemented, no matter what changes take place internally.
5. One invoice per month, instead of many: Need I say more?

Increase your marketing in 2016 without taking on more work through outsourcing. Before deciding on an outsourcing firm, check out this blog for guidelines on how to choose your marketing partner.

Do You Want To Make Front Page News?

Public relations is often a second thought in the grand scheme of your marketing plan, but when used strategically it can make a lasting impact on your business.

In the industry, public relations is defined as earned media. Unlike advertising, which you pay for, public relations doesn’t cost a penny! Instead, it gets its traction by hooking the media with a juicy story. Through the power of a solid media relations strategy, your business can make front page news!

A press release is the most common form of communication between a business and a media outlet. Journalists are very receptive to press releases, especially when a great story falls into their lap! In turn, your business gets priceless media coverage that acts similarly as a word-of-mouth endorsement from the news outlet!

The point of public relations is to build relationships with the media. That means getting in front of their face regularly over anything and everything that is newsworthy! Below are a couple subjects we suggest utilizing for press-worthy content (but of course, we believe anything can be newsworthy if you spin it the right way):

• Milestone year for your organization
• Promoting an upcoming event
• Commenting on a topic currently in the news
• Sharing how your organization celebrates a national observance
• Bragging about an award you won
• A special interest story regarding your organization

It’s not enough to have a compelling story. The way you pitch the story to the reporter is half the battle! Find a media contact that has covered a similar story or is the editor of the section that your story would be categorized in. Compose an email explaining why their readers or viewers would find your story interesting. Create a subject line that is eye catching and a bit ambiguous to entice them to open your email!

Lastly, follow up with your media contacts if you haven’t heard back from them. This is the way you take control over whether your story is published. Call your media contact asking if they have received your press release and if they have any information on your story. More often than not, your press release got lost in his or her inbox. By having a conversation with the media personnel, you have more time to pitch your idea to them and persuade them to run your story. Speaking with them will also build rapport with the press, which is vital for creating a relationship with them.

Make 2016 the year of the press release. Form a bond with local press by pitching them a story once a month. By forming a strong relationship with the media, they will see you as a thought leader in your industry and will reach out to you for more stories.