How Do You Know Your Marketing Efforts Are Paying Off?

You have planned the perfect campaign for your brand. Your newsletter is sent, your Facebook Ads are hitting your targeted audience, your video is posted on YouTube, and SEO Keywords are in Google Adwords. Hooray!

What now?

The next step is to analyze how much of an impact your campaign made. How do you know your marketing efforts paid off? Did I gain more business and customers? Did my conversion rate increase? What kind of numbers determine if I made an impact?

In this blog, we will dive into how to track your success and how to plan a stellar campaign with proven results.


SMART Goals

Setting SMART Goals

Before measuring success, brands must brainstorm ideas and set goals. This process helps a team focus and push them to be better.

To make grounding goals, think of the acronym S.M.A.R.T.

  • Specific – Do set real numbers with real deadlines. Don’t say, “I want more visitors.”
  • Measurable – Do make sure that you can track your goal. Don’t hide behind buzzwords like “brand engagement” or “social influence.”
  • Attainable – Do work toward a goal that is challenging but possible. Don’t try to take over the world in one night.
  • Realistic – Do be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome.
  • Time-Bound -Do be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome.

How To Measure Success!

In these next sections, we will layout tips on whether your marketing campaigns are paying off. When you are pitching your campaign to your audience, you should analyze the Bounce Rate, Organic Traffic Searches, Landing Pages, and Conversions. These four tools will help you determine your success and how to move forward!

Bounce Rate

Bounce Rate

Bounce Rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. This stat can easily be ignored, but it is important to know if your content is reaching the audience and how long they stay on your website or blog.

Many sites have a bounce rate of 45 to 50 percent. Anything under 40 percent is considered a win. Though a high bounce rate may be negative, it can also be a positive. A visitor may receive all the information they need in a single page of your website or blog. Use discretion on whether your content is reaching your audience.

 

Organic Traffic Searches

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Almost everyone who has access to the internet is asking questions or searching for some answers on search engines. These queries could potentially bring people to your content–but are Google and Bing actually throwing any love your way?

You’ll get your answer by looking at the number of people who arrive at your site through organic search. Just as with bounce rate, you must monitor your numbers growing through organic searches. If you do not see steady growth, you may need to re-strategize your website or content to ensure that they’re fully optimized for search engines.

 

Click-Through Landing Pages

Landing Page

Whether visitors on your site arrive through organic search, a Facebook referral, or an email link, you’re ultimately going to want to guide them from the content into a sales-focused environment.

One way to achieve this is to weave contextual links to relevant e-commerce or landing pages right into your content. Customers are more engaged by, and more likely to interact with content that contains helpful information about your brand. You can see just how effectively your blog as a whole or individual articles is driving to e-commerce or other landing pages by setting up a custom segment in your analytics program. If you’re not seeing a lot of clicks from your content into e-com, you may need to reevaluate how you’re integrating brand mentions in your content.

 

Blogging to E-Commerce Conversions

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When a viewer lands on your e-commerce page, are they making purchases?

You can set up your analytics to track the path that readers take once they enter your blog, and learn about their buying habits. You can see exactly how many purchases were influenced by the blog, the average amount purchased per transaction, and how much total revenue that part of the site generated.

Don’t be discouraged if your customer didn’t buy your product during the conversion period. They may return tomorrow, a week, or a month to buy your good or service!


Sources

Kreuser, A. (2016, March 2). 4 Easy Ways To Tell if Your Marketing Is Working. Retrieved from https://www.inc.com/amanda-pressner-kreuser/4-easy-ways-to-tell-if-your-marketing-is-working.html
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Visual Storytelling

Have you noticed the growth in video marketing? Are you constantly bombarded with live video feeds on your social media accounts?

With brands constantly using videos to target their audience, visual storytelling is also on the rise. Society’s attention spans are shrinking each year and it is important for your story to capture those who may be interested in your business.

In this blog, we will share some tips on how you can create your perfect visual story, where to publish them, and some great examples for you!


Why You Should Use Visual Storytelling With Your Brand 

Typewriter

When you first visit your Facebook account, what do you see? A lot of images and videos!

Within these graphics comes with a story. More and more consumers are now searching for something that can resonate within their lives. People now these days want to feel included with their interests and share their stories with others who also may be interested. This creates networking opportunities and grows your fan base to the next level!


The Trends of Storytelling You Should Know

Infographic Storyteling


How Do I Create Great Stories?

Stories can be powerful. With the growth of social media, society is seeking trust and authenticity within organizations.

But how can you connect with your targeted audience? Read this infographic

Infographic Stories


I Have A Story! Now What?

Now that you’ve sculptured your story, you need to pitch it to your intended audience.

Before you pitch your story, you must strategize the artwork behind it. Ask yourself: “What kind of image will represent my story? Do I want to shoot a video?” 

They say a picture is worth a thousand words. Photos are sort of the “proof” that you’ve done something or seen something. People share millions of photos every day. When those are shared, your story will receive more recognition.

When choosing or taking a PHOTOGRAPH, review these tips.

  • Is this photo authentic?
  • If I was looking at this photo, would I relate to this story?
  • Did I get permission using this photo?
  • Will this photo be shared and capture the attention of the busy individual?
You also might want to create a VIDEO for your story. Here are some things to consider.

  • Create a script for your video. Write down what you want to say and practice in front of a mirror.
  • Choose the location of your video. Remember – does your location relate to the story you are telling?
  • Dress appropriately for the role
  • Keep your video under 3 minutes. Since society has short attention spans, try to keep your video as short as possible.

Types of Platforms to Share Your Story

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Blogging

Blogging continues to be one of the greatest platforms to pitch stories to audiences who may be interested in your business. Though blogs mostly contain words, try to narrate an image to your audience. They then can imagine your story and where you are going. Create your blogs by using WordPressBloggerSquarespaceTumblr, and more! The more photos/videos you post, the more recognition your story will be picked up. 

Social Media Channels 

Within regards to visual storytelling, Instagram continues to climb to the top. A photo or video can capture the attention of your intended audience. Facebook, Twitter, and YouTube are also great tools to create and display your visual story.

Live Video Feed

One of the great things in today’s tech savvy world is using Live Video feed at your finger tips! Facebook, YouTube, and Instagram now lets you broadcast to a wide range of users.

The Internet of Things!

We are living in a tech-savvy decade, where smartphones are now a part of society, talking to “Alexa” in finding a solution, drones capturing photos from an aerial view,  and much more!

Currently, marketers are able to receive a demographic and a psychographic based on cell-towers, global satellites, and empirical data. Now, innovators are working to collect marketing behavior by the things you touch, including FitBits, Google Glasses, even your stove, and refrigerators!

This newsletter will dive into how marketers will be able to measure demographics and marketing behavior through new tools and how “The Internet of Things” is the next revolution in the relationship between brands and consumers.

 


 

What is “The Internet of Things?”

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The Internet of Things is is the inter-networking of physical devices, vehicles (also referred to as “connected devices” and “smart devices”), buildings, and other items embedded with electronics, software, sensors, actuators, and network connectivity which enable these objects to collect and exchange data.
For example, innovators have created new ways to make grocery shopping easier for consumers. Electronic grocery lists are installed in newer refrigerators. When you enter an item on your list, it then transfers to the internet and analyzes what specific brand you are buying, how long you should keep your food/drink items, and where to find the best-priced brand of your choice.
More and more companies are hopping onto the Internet of Things, where market research can be utilized at a consumers finger tips.

Marketing & The Internet of Things!
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Marketing professionals are able to study relationships between a brand and a consumer. Currently, we can study these behaviors by studying keywords customers are using through search engines, what web pages they are visiting, and which emails they are clicking.

Each year, technology develops further into how buyers personalize with a brand. Consumers will want to personalize their experience where interactions and easy and meaningful to them.

There are an estimated 1.9 billion connected devices today and will grow to 9 billion by next year. Experts believe that there will be more connected devices than users by 2020.

With the Internet of Things growing, companies will be able to collect consumer data and determine the appropriate communication channels that are most effective with each customer.

 


 

How Businesses Utilize the IoT’s

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Some businesses today are starting the revolution of the Internet of Things. Amazon is taking flight with “Alexa” and Google “Home” is jumping onboard as well.

How does the IoT utilize and impact a business?

Here’s how –

  • Data – Businesses will have access to more data than before. Consumers can now interact in new ways with the IoT’s. Smart devices will track and record patterns of consumer behavior. Organizations can learn more from buyers, making intelligent product recommendations and customizing searches in new, innovative ways.
  • Inventory Tracking and Management – If you are a business that relies on warehousing, manufacturing, or storage, you probably use remote scanners to keep track of your inventory. In the future of the IoT’s, smart devices should be able to keep tabs on inventory changes completely automatically.
  • Speed & Accessibility – Since consumers will access new forms of research and purchasing, the buying cycle will diminish in length. Buyers will be able to find and order exactly the product they are looking for and the demand for delivery will be faster.
  • Efficiency and Productivity – Businesses will get more done in less time. The latest and greatest IoT developments will likely allow managers and workers to accomplish large-scale tasks faster and with greater precision, including data analysis and management.
  • New Consumer Needs – Buyers want things they didn’t know they wanted before, and they’ll expect more out of every new purchase they make. Consumers will also demand more integration, more efficient tools, and accessories that make their new smart home-enabled lives smoother and more efficient.
  • New Staffing Needs – You’ll need experts in IoT technology if you’re going to be successful in integrating these devices into your current procedures, and data analysts if you want to make the best use of the data. These are highly skilled positions but will serve to ensure you get the most out of your new investments.

 

Source – DeMers, J. (2017, January 11). 7 Ways The Internet Of Things Will Change Businesses In 2017. Retrieved from https://www.forbes.com/sites/jaysondemers/2017/01/11/7-ways-the-internet-of-things-will-change-businesses-in-2017/2/#391ee37f1ab0

 

Wearable Devices and Smart Appliances

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The Internet of Things is quickly adapting to today’s modern technology.

Let’s look at the learning thermostat, Nest. By connecting a thermostat with any laptop, tablet or phone, the Nest learning thermostat can help program straight from the WiFi-enabled device. And to protect information on the cloud, Nest uses a 128-key encryption system, blending security with customer experience.

Another IoT example would be the Fitbit. These wearable devices track your physical activities, including steps walked, sleep quality, stairs climbed, and more.

With these type of devices, marketing professionals can analyze how consumers behave. When a buyer is acting upon the device, it is integrated into data and then processed for analysis.

The IoT’s era is just beginning to expand. Stoves, Televisions, Kindles, and Car’s will soon be collecting consumer data by how they interact with a certain product through the internet.


 

Visit Pearl Marketing & Design for all your marketing needs! 

Press Release – “Pearl Marketing and Design Owner, Amanda Schneck, Wins 95.7 WZID’s 20 Oustanding Women Award”

FOR IMMEDIATE RELEASE

[Nashua, NH] – Pearl Marketing and Design is happy to announce that owner, Amanda Schneck, has received the 20 Outstanding Women Award from radio station, WZID (95.7 FM).

“I am honored to receive this amazing accolade,” says Amanda. “I am thankful to be surrounded by hardworking colleagues here at Pearl Marketing & Design and could not have received this award without their support.”

About Amanda –

Amanda Schneck is the owner of Pearl Marketing & Design, LLC. She currently holds an M.S. in Marketing, an MBA in International Business/Marketing, a degree in Graphic Design as well as 14 years of professional experience in marketing. As the owner of Pearl Marketing & Design, she is in charge of overseeing the social media marketing efforts, which include design, implemented and analysis of marketing initiatives. She is in charge of working directly with clients to manage the campaign completion from start to finish.

About the Award –

The 95.7 WZID 20 Outstanding Women Contes (referred to herein as the “Contest”), is conducted by Saga Communications of New England, LLC, licensee of Radio Station WZID, FM 95.7, Manchester, New Hampshire, dba “WZID” (collectively referred to herein as “WZID”). This contest is also sponsored by Hannaford.

A panel of judges from WZID, Hannaford and other prominent businesses review all entries and choose 20 Outstanding Women. Women who have been most outstanding in their communities, with their families, or at work will be chosen, based on the quality of each entry.

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amanda-photo
Amanda Schneck, Owner of Pearl Marketing and Design, LLC

 

Contact –

Amanda Schenck

Owner, Pearl Marketing & Design

Info@pearlmarketingdesign.com

603-732-9070

Press Release – “Pearl Marketing & Design produces PSA for Nashua Safe Stations Program.”

FOR IMMEDIATE RELEASE

[Nashua, NH] – Pearl Marketing & Design, with the partnership of United Way of Greater Nashua, recently produced a PSA promoting the new “Nashua Safe Stations” program.

“Nashua Safe Stations” is a program for people who are suffering from substance abuse and need assistance to seek treatment. A person can visit any Nashua Fire Station and will be medically evaluated. Once the evaluation is complete, they will meet with a licensed professional to assess proper treatment options. This will include medical detox, medication assisted treatment, intensive outpatient groups, and residential services.

We are very grateful to the coalition which has put Safe Stations in place and is already seeing positive results in our community,” says Mike Apfelberg, President of the United Way of Greater Nashua.”We are also very thankful to Amanda Schneck and her team at Pearl Marketing and Design for stepping up to produce this tremendous PSA.”

The program is also in partnership with the City of Nashua, American Medical Response, and the Partnership for Successful Living.

Nashua NH Firehouse Safe Stations from Pearl Marketing & Design, LLC on Vimeo.

Nashua Telegraph -New PSA spotlights “Nashua Safe Stations”

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Contact –

Amanda Schneck, Owner of Pearl Marketing & Design, LLC

Info@pearlmarketingdesign.com

603-732-9070

Why Hire A Marketing Company

digitalmarketingglobe

Marketing, specifically digital marketing, now plays an increasingly crucial role in business success and longevity. Businesses are finding that consumers have such an insatiable appetite for online interaction and information that they can hardly keep up with the demand. Additionally, consumer behaviors are constantly changing, requiring businesses to quickly adapt or risk losing their customers or audience. Many companies choose to DIY (do-it-yourself), while some will hire full-time or part-time marketing employees in-house. Both of these options can be costly, the former in terms of opportunity cost, and the latter in terms of overall payroll cost (salary + benefits). As more business continues to be conducted online, there is an increasing trend towards retaining an outside marketing agency to manage a business’ entire marketing process, including website development, social media, search engine optimization, graphic design, branding, and more.

As your business grows, you’ll eventually need to think about how marketing will be handled. It can be a tough and often confusing decision whether to hire an agency or to do it in-house. Here are 8 reasons why hiring a marketing agency is advantageous to the more traditional in-house model:

 

1) You don’t need to on-board, train, and manage an agency

One of the most time-consuming aspects of hiring a new employee is the process of bringing them into your company and having them understand their role. Some businesses spend months on the training process alone. Even after all that is done, you’ll still need to spend time managing the employee and making sure they stay on task. If the employee leaves, you’ve got to start all over again! With an agency, it’s a dreamstime_l_29231249
contractual and performance-based relationship. There is no on-boarding, training, or managing to deal with on your end (they won’t even take up any office space) because that is handled internally by the agency’s management team. If you are a DIYer, how many hours do you spend per week on marketing? Hiring a marketing agency frees you up to focus on opportunities that make money for your business.

 

2) You’ll save a lot of money

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One of the first questions business owners ask when trying to determine whether to hire an agency or an in-house team is, “What’s the price difference?” You might be surprised to he
ar that an agency, overtime, will be much less expensive. Here’s how:

 

  • You won’t need to pay payroll taxes since they are an independent contractor.
  • You won’t need to pay benefits/healthcare costs.
  • You won’t have to pay for any of the expensive tools that are needed to properly run and track a marketing campaign.

If you’re thinking that those are just minor expenses, you will also want to take into account that to get the experience and expertise of an agency you would need to hire talented and experienced employees. Here’s     the average salaries for key marketing roles…

 

3) You’ll have access to a team of experts

Right now, the job market is doing very well. That’s great news for those looking for
a job but not-so-great news for those who are hiring. Group of Multiethnic Cheerful Designers with Speech Bubbles
Why? Competition is fierce and get to back it up. However, if you decide to hire an agency, you won’t just have access to one expert, you’ll have access to a team of experts. The number one benefit to hiring a marketing agency is that they have worked on similar campaigns in the past. This means they know what works and what doesn’t especially if they work with clients in the same industry as yours.companies are willing to pay big bucks to retain top talent. If you’re looking to hire an expert to manage your marketing campaigns, you’ll need the bud

 

4) Experience Creating and Executing Marketing Strategies

pearl-cloud-take-two-copyFrom HubSpot, “If you suddenly experience an increase in website traffic, phone calls, or new leads, do you know where they’re coming from? If not, you’re likely wasting your time on ineffective marketing strategies and squandering potential opportunities for even greater success. How are your marketing efforts contributing to website traffic, leads and customers? If you can’t answer that question, let a marketing agency answer it for you.”

 

5) Agencies Help Your Company Grow

From Matrix Marketing Group, “When the economy tightens, companies tend to cut costs. Marketing is often the first to go because they are seen as a “discretionary” expense. And when times are good, marketing often gets more funding. It’s contractarian to the objective of the CEO responsibilities. But reducing and expanding the marketing budget isdreamstime_xl_35150064 expensive. In the short-term, reducing or canceling marketing activities incurs cost. In the long-term, costs associated with attrition, staffing and erosion of knowledge base are more expensive. Under a traditional in-house operation, the only way you can increase the output of your marketing team is to hire more employees. Agencies already have cross-functional professionals on the core team that have been senior management with some of the top agencies, design firms or companies in the world.”


6) Outside help means an outside perspective

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One of the scariest things a business can say is, “We’ve always done it that way.” That phrase leads to surefire stagnation if not complete decay. Whether it’s adopting social media as a viable strategy or rewriting website content, having someone not so engrained in your day-to-day can provide fresh perspectives.


7) They know the latest technologies

dreamstime_xl_25612150The agencies’ jobs are to stay abreast of the next big things, be they mobile apps, social networks, or distribution channels. Just two years ago, who would have thought that a disappearing photo sharing network would be the next big thing in business (Snapchat, obviously). How will you engage with your audience if you’re knee deep in payroll, taxes, human resources, and distribution activities? Hire a marketing agency.


8) Dedicated team at Pearl Marketing & Designpmd-superman-no-backgrounf

Pearl Marketing & Design provides you with a specialized, dedicated team of  marketing professionals who work collectively to manage your company’s brand and marketing strategies. Having a “go-to” team ensures that the project timelines and business objectives outlined in the marketing contract are met to your satisfaction.

 

Contact Pearl Marketing & Design today to learn how our marketing services can help your business improve performance. Contact us at (603) 732-9070 or info@pearlmarketingdesign.com. Visit us online at www.pearlmarketingdesign.com.

 

 #marketing #marketingcompanies #socialmediamarketing #whyhireamarketingcompany #savemoneyonmarketing

 Graph source: https://media.licdn.com/mpr/mpr/p/5/005/008/228/301f8b8.jpg

Marketing Trends for 2017

2017

With the New Year quickly approaching it’s time for your company to lay out its marketing strategy for 2017. Visibility is one aspect of marketing that will not change, regardless of the year. Business owners are looking for ways to keep customers focused on their brand, create conversations around their brand and increase conversions. Below are 6 key marketing trends that your company should look to follow and employ in order to cut through the “noise” and position your brand atop the competition.

 

  1. Personalization

A form of targeted marketing, personalized marketing entails creating “personalized” messages of interest to individual consumers. For example, have you ever noticed when you are conducting a Google search and it quickly fills the information that you are searching for before you’ve fully typed it out? Or do you see personal advertisements of interest to you when you are scrolling on Facebook? These are examples of automated personalized marketing strategies that utilize special software that understands your interests and crafts individual messages or brand placements. By offering consumers products they are interested in, businesses are far more likely to convert online visits to sales.  (infographic: http://www.adweek.com/socialtimes/personalization-is-a-big-challenge-for-digital-marketers-infographic/631517

Email us to inquire about a personalization strategy for your business.

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  1. Video/Live Video

Video Marketing is the fastest growing online trend.  Cisco predicts that by 2019, online video will account for 80% of the world’s Internet traffic! The demand for video is so high that YouTube has become the 2nd largest search engine (behind Google), bigger than Bing, Yahoo, Ask and AOL…combined!! Although social media posts on Facebook and Twitter are key to communicating with your customers, video marketing is grabbing the attention of many people. As more video content becomes available, consumers will begin to look for quality content and attractive video productions. Also, as consumers are spending increasing time on mobile devices, video should be made to be compatible. Technology is projected to evolve to where video marketing will replace traditional text marketing such as blogging or white papers. Finally, video marketing has now become interactive through live video.  Live video is opening up the opportunity for brands to communicate with customers in real time. Here is a fun video project we produced that went viral

Click here to view project

 

  1. Wearable Devices

Wearable devices are not something new to us.  We have been hearing about the Apple Watch and Fitbit, however wearable devices, albeit going by different names, have existed for decades.  From Walkmans to Pagers, people have been using wearable technology for years.  The difference in 2016 is that wearable devices are now backed by the Internet of Things (IoT) and have communication capabilities, along with screen technology, that allows for the distribution of messages and dissemination of content.

IoT is THE major next evolution in the relationship between brands and consumers. Through the use of machine to machine (MTM) technology (a.k.a. smart devices), brands are now able to deliver relevant and meaningful messages in real-time to consumers, while consumers are provided with on-demand access to the products and services that they want and need.  As brands aggregate and analyze patterns in individual consumer behaviors, they are better able to offer products and services that meet the needs of consumers.  Brands can use this intelligence to further engage loyal customers, and combined with market and empirical data, they are able to design strategic messages that promote changes in consumer behaviors.  With access to individual consumer data and the technical means to directly communicate customized messages, IoT will enable brands to develop personal relationships with consumers and influence how they feel about their brands.

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  1. Infographics Content

If you haven’t caught on to a consistent trend here, it’s that consumers’ average attention span is shortening.  Therefore, when you need to really grab your targeted audiences’ attention, consider presenting the material on an Infographic.  This visualization tool is an innovative way of displaying content that can attract the attention of your targeted audience and can be easily understood by them.  Instead of telling them your story through words, present your message using visual tools with innovative design elements that will truly give your audience an awesome visual experience.  Here is an example of one of the info graphics we have designed:

video-infographic

 

  1. Visual Storytelling

If a picture is worth a thousand words, then virtual reality must be worth a million!  The key to visual storytelling is providing a user with the sense of being immersed in a virtual visual environment regardless of their physical location.  360-degree cameras provide the videographer with the opportunity to catch everything around them at the same time.  The user can then view 360-degrees of a picture by moving their mobile device or computer mouse. Click on this link to see a sample of a 360-degree video that we filmed on a radio interview with Ms. New Hampshire.

Click here to view video

 

  1. Betting Reporting/Analytic Tools

We spend a significant amount of time focused on site metrics and web analytics reports in order to see how our sites are performing and engaging with customers.  You may have even heard of the term “visitors” instead of users or customers.  Software analytic tools can track how many people are visiting your website, exactly who is engaged on social media, and what keywords help your website to show up in searches. This information can be used to better understand what marketing strategies are working.  There are many analytic and reporting tools out there, some that work and some that do not.  It is important to make sure that you work with a company that understands reporting and analytics tools.

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