Need Something? There’s An App For That!

You probably opened this blog on your smartphone. By opening this email you went through your email application. Before, you may have checked your Facebook, Twitter, and Instagram accounts. You also browsed through Groupon for the best deals, put a reminder on your Google Calendar, and maybe play a bit of Candy Crush.

All of these actions are through mobile applications. Society is run with smart technology, from smartphones, televisions, computers, and more.  If we need information on anything, we turn to our mobile devices. This has changed the way we market our brands to our intended audiences.

This blog will discuss the ins-and-outs of how to mobilize your brand into new possibilities.

The Stats on Mobile Marketing


According to the International Telecommunications Union, there were 5.9 billion mobile phone subscriptions worldwide in 2011, and mobile networks are available to more than 90 percent of the world’s population.These internet access patterns have massive implications for all kinds of businesses worldwide. The ability to contact consumers at the precise moment they’re near you and ready to buy exactly what you sell will transform how you market to them.

Make Your Site Mobile Friendly

Fun Mobile

More and more people browse the web on their mobile devices. It is important that all brands are mobile friendly through their websites. As you are developing content for mobile devices, remember that search engines have a separate ranking system for mobile.

Here are a few things you can do to make sure your website is mobile friendly.

  • Make sure your site is mobile compliant. You need the pages to load properly on mobile devices.
  • Create a mobile sitemap so the search engines can index your pages for mobile browsers.
  • Use few words and small graphics. People don’t read much on mobiles and they want the data to come quickly.
Scott. D. (2013). The New Rules OF Marketing & PR. John Wiley & Sons. Hoboken, New Jersey.

An App For Everything

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Nearly every person who owns a smartphone downloads an application. In fact, 40% of smartphone users browse for apps in app stores. People are finding out about apps in all kinds of instances while using their smartphones—when they’re engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website.

For example, if someone is visiting Nashua and they need to find somewhere to stay, they would search on Google “Hotels in Nashua” and find apps that list local hotel rooms.

Users also find apps through search ads. They’re among the most effective ad formats for driving app downloads: Of those who downloaded an app based on an ad viewed on their smartphone, 50% said they were prompted to do so by a search ad. This shift in how consumers find and learn about new apps paves the way for marketers to rethink their brand’s approach to app discovery. For marketers, this means making sure your app stands out wherever smartphone users are looking to discover apps relevant to their interests.

When you are creating an app, always prove the value and utility. Most people leave an app after they complete a task. To keep your consumers in your app, create offers and information that will keep your customers glued to your application. Ask yourself – “What will make me visit my app multiple times?” This way you will see more consumers visiting your business and your image grow bigger.

Tiongson, J. (2015, May). Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps. Retrieved from



Time To Analyze Your Marketing Campaigns

Your brand is getting off to a great start. But how do you know? Are your sales increasing? Are you gaining more traffic on your website?

You can search these answers by analytical reporting.

This might sound frightening to some of you – analyzing data, creating reports, and understanding complex analytical terms.

Not to worry! This blog will break down how to analyze your business, what to look for, and what analytical tools you should use.

What elements to add in an Analytical Report

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Successful brands conduct marketing analysis before they introduce a new good or service to their intended audience. Conducting research typically involves reviewing industry analyst information, getting expert opinions and contacting customers for their feedback.

Here are some elements for you to look into when analyzing your business.

  • Identify the problems your product or service can solve –  Spread out the details and features. Compare and contrast your good or service with competitors. Analyze the strengths and weaknesses.
  • List detailed info about your customers – List the age, gender, location, and interests of your customer. Describe how you plan to market your product to them in the current economic environment.
  • Run focus groups or conduct surveys – This will help you learn what your customers are saying about your brand. Their input can determine which step you need to take to continue to grow your business.
  • Estimate the size of the target market – Determine what customers might be willing to pay for your product or service. List features that differentiate your products or services from your competitor’s products or services. Identify current customer requirements and project future needs.
  • Establish a measurable marketing goal – Set measurable goals, such as increasing sales to new customers by 2% within the next six months. Describe how you will track and monitor your progress.
  • Keyword Data – Keywords can reveal exactly what features or solutions your customers are looking for. By examining keyword frequency data you can infer the relative priorities of competing interests. Keyword frequencies can identify and predict trends in customer behavior.Understand where customers are struggling the most and how support resources should be deployed.
Source – Duggan, T. (n.d.) How to Write a Marketing Analysis Report. Retrieved from

Analytical Lingo

Lingo Analytic

Analytical terms can be complex. Here are some terms for you to know when analyzing your reports.

  • Sessions – The number of times your website was viewed during the month.
  • Users – How many people viewed your website during that month. This number will always be lower than your sessions as some people might view your website multiple times in one month.
  • Bounce Rate – % in which people came to your website and left.
  • Page Views – This is the number of pages viewed during the month.
  • % of New Sessions – These are the brand new clients who have never clicked on your website before and finding you in a search.
  • Avg time on a page – The amount of time the average person spent on your page.
  • Page views/session – The average number of page views during the time someone was on your website.

Why You Should View Your Analytics

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Analytical reporting might be monotonous and tedious. Nonetheless, knowing how your consumers are coming to your business determines what your next move is in terms of your marketing campaigns. Here are 4 important tips for you to consider.

  • Analyze your Audience/Traffic Data – This is your one-stop-shop for traffic data and the first piece of data that loads upon arrival within Google Analytics. From Organic to Paid this is where you can discover all the important bits of information that tell you how many users come to your site, who they are, what they do, and everything in between.
  • Engagement Stats – Not only do you want to see how many people are visiting your website, but you want to see what they are doing once they get there. Is there a high bounce rate? Are users spending an “x” amount of time on your website? Are they viewing more than one page?
  • Aquisition – Acquisition data can tell you everything– from which landing pages are drawing in users to what content on your site is performing the best. This is the more specific data that helps you improve and optimize your site to provide better user experience.Knowing how many users come to the site is great, but knowing how they got there and what they do after they’re there is even better.
  • Goals and Conversions – The fundamental premise of any business, online or otherwise, is to provide customers with products or services. What is the ultimate purpose of your website? Do you want people to fill out a form? Do you want people to purchase a product? Creating these goals into conversations is a process. You should set up the goals specific to your business and measure them throughout time.
Source – Alsayegh, A. (2015, May 21). 5 Things Business Owners Should look for in Google Analytics. Retrieved from

Analytical Tools For You!


Now that we have identified elements in your analytical report, we will take a look at some software that you can utilize to measure your marketing campaigns.

  • Google Analytics – This feature is a free web analytical service offered by Google. This tracks traffic on your website, how much revenue you made with your goods and services, where your traffic came from, and more!  Google also offers free courses for you to learn. Click here to start today! 
  • Social Media Analytics – Did you know that Facebook, Twitter, and Instagram have analytical tools? These built-in tools within your brand’s page help you understand how much your marketing campaigns are paying off.
  • Bitly – Bitly is best known as a free link shortener and its features do more than just save space. Once you’ve shortened links—and possibly even added a vanity URL shortener—Bitly gives you the tools to efficiently share those links and analyze their performances.
  • Piwik – Piwik’s free software comes with a caveat: You’re required to download the program and host it on your own server. Piwik offers similar features to other popular analytics programs, including event tracking, visitor maps, and keyword search, but what sets it apart from its competitors is its mobile app and unlimited data storage.
  • Open Web Analytics – Open Web Analytics (OWA) is an open-source software, just like Piwik. Similarly, there is no limit on the amount of data you can store or the number of websites you can measure through the program.

Don’t have the time to analyze your data? Not to worry! We, at Pearl Marketing & Design, have experts to analyze and interpret your data.

Give us a call at 603-732-9070 or email us at today!

Why Hire A Marketing Company


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

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


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 Visit us online at


 #marketing #marketingcompanies #socialmediamarketing #whyhireamarketingcompany #savemoneyonmarketing

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Marketing Trends for 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:

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


  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.



  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:



  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.