Tag: marketing

Analyzing Marketing Data: Are You Doing It?
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AnalyzePhotoWhether or not you have a successful marketing campaign depends largely on the strategy, its execution and the resources used. Every year, big firms invest many resources in marketing and communication campaigns to promote its products and services. At the same time, small companies fight to position themselves on the market, devoting time and resources to attract new clients.

However, whether the company is large or small, it is necessary to spend a certain amount of time measuring the expected results of each marketing campaign. Many companies forget this phase. Most of them waste much of the resources in unproductive activities.

Do you know what kind of content drives more traffic to your business’ blog? What are the strategies that are generating better conversions to your website? Does LinkedIn or Facebook work better as a social networking platform?

To answer these questions, you need to evaluate each marketing action. Be aware of a series of tasks, which are imperative to evaluating successful campaigns. They are:

Find out from what main channels the clients connect to your company. To know which channel is more appropriate to focus and attract potential clients, ask the questions: Is it online advertising? Organic searches? Social networks? Or emails?

Analyze the user’s behavior. In order to know if your messages are connecting or you need to rethink how to approach your target audience, check the company website. How much time do viewers spend on it? Which sections are viewed most? What is the bounce rate? For email campaigns, what is the aperture ratio? For example, if 300 emails are sent and 30 are opened, the aperture ratio is 10 percent. What are the click-through rates?  For social networks, what are the numbers of “likes?” How much of your content is shared?

Redefine your target audience. Analyze if you are attracting your target audience or whether it is necessary to direct your next campaign to alternative audiences to ensure customer loyalty.

Optimize your time. Discard those useless tasks that are not producing any fruit and devote time to trying new strategies that may.

At Visibility Marketing Inc., we are aware of the importance of data analysis. We interpret them to design the strategic marketing communication campaign that is best for your maximum exposure and results. This can ultimately save time and money.

CBC Magazine Article: IPG Connects Self-employed PR Pros
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This article first appeared in CBC Magazine
By Lauren Sable Freiman | Photo by Jim Baron

Being self-employed certainly has many advantages. But camaraderie and the opportunity to bounce ideas around the office typically aren’t among those advantages. That’s where the Independent Practitioners Group steps in to fill a very real void.

montrie rucker adams, IPG

A support group for self-employed public relations and marketing professionals, IPG started as a subgroup of the local chapter of the Public Relations Society of America in 1990. In 2001 the group broke off to become an independent networking group, focused on addressing the unique needs of those who work independently.

“There is a certain amount of isolation you deal with when you are self-employed, and this is one avenue to get out and mix and mingle with peers,” Jim Tabaczynski, IPGs co-chair and president of JPT Group, says.

Almost 80 percent of the group’s 15-20 paid members are female and have been working in the industry for an average of eight years. Most members work from home but not all. Montrie Rucker Adams, IPG’s co-chair and treasurer, houses her business, Visibility Marketing Inc. in an office outside of her home.

“There is a great camaraderie among members. There are a lot of emails going back and forth where people ask who knows about this or who can help me with that,” she says.

IPG hosts monthly lunch meetings from September through May at restaurants around the city. The format varies between professional development and open roundtables, and the content is driven by member wants and needs. A roundtable discussion where members shared their favorite apps was a big hit among members, Tabaczynski says.

As the public relations and marketing industry is dynamic and ever changing, members are especially interested in programs on things like pay-per-click advertising and mobile apps, which provide them with new ways of reaching people.

“We always ask our members what they want,” Tabaczynski says. “The best way to find new programs is to listen to your members.”

According to Rucker Adams, IPG has hosted conferences in the past, including one on social media. As a small networking group, IPG is also open to partnering with other networking organizations to co-sponsor programs. One such program was a meet and greet with tech writers from Crain’s Cleveland Business and The Plain Dealer, which IPG co-hosted with the Northeast Ohio Software Association.

“Our members always enjoy meeting with the media. It is a program that seems to resonate the most with people,” Tabaczynski says. “What we usually tell the media is that we want to learn how to work with you better and we want you to be able to work with us better. We ask what types of stories they are looking for, what they aren’t looking for, and what they consider to be their geographic footprint.”

Though some members have similar businesses and are competitors, Rucker Adams says that, nonetheless, IPG members serve as a strong support system to other members.

“We are very big on passing information, and there are many opportunities to gain clients as well,” she says. “There is always an opportunity to get a new perspective. The more varied voices you have, the more opportunity you have to learn.”

For more information: IPGCleveland.org

Crains Cleveland Business Article: Montrie Rucker Adams, president and chief visibility officer, Visibility Marketing Inc.
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Purple2Originally Published in Crains Cleveland Business: November 16, 2014

Earlier this year, Crain’s Cleveland Business formed an 11-member minority advisory board to provide objective, constructive input on minority-based issues for Crain’s. The Crain’s Business Diversity Council has met regularly since April. This is one in a series of profiles of its members.

Montrie Rucker Adams is a seasoned communications professional, yet she still has had her abilities called into question despite her qualifications.The president and chief visibility officer for Visibility Marketing Inc. of Beachwood said diversity and inclusion are issues that still need to be addressed. “No matter where you are, there’s this segregation that seems to naturally happen,” she said. “It’s still going on, it’s still happening. … It’s the 2000s and people are still running from each other.” Adams, who also has worked as director of publications for the Cleveland Metropolitan School District; as manager of marketing and public relations for the Health Museum of Cleveland; and as editor of Kaleidoscope magazine, is not one to sit back, however. Not only is she a member of the newly formed Crain’s Business Diversity Council, she’s been involved in a variety of community organizations and efforts, including the East End Neighborhood House and Continue Life Inc., a homeless shelter and transitional housing program for expecting and parenting young women.Adams also is passionate about her work with the Flora Stone Mather Center for Women at Case Western Reserve University.

“I am truly a women’s advocate,” she said. “When it comes to women, we’re still just treading water … sometimes just standing still.”

She even has made inclusion part of her everyday work at Visibility Marketing, implementing a practice of what she calls “Smart Inclusion.” It builds off the concept that innovation requires collaboration that crosses boundaries that we used to avoid or ignore.

Too often, she said, it is human nature for people to look for people like themselves — whether it’s in news coverage, the world of business or other circles.

“It’s the same old, same old,” she said. “That’s what happens when you don’t open your circle wide enough.”

It’s for that reason that Adams is encouraged by the Crain’s Diversity Council and her involvement with it. “It’s a positive step in the right direction,” she said.

Adams, a Northeast Ohio native who now lives is Richmond Heights, earned an undergraduate degree in business administration and psychology from Baldwin-Wallace College and her master’s degree in business administration (marketing/marketing management) from the University of North Carolina.

She and her husband, with whom she works at Visibility Marketing, have two children, ages 11 and 13.— Amy Ann Stoessel

Short on Cash?…Advertise! The Ohio Turnpike OKs Marketing Program
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ohio turnpike marketingWhen you’re short on cash, advertise!

There was a time when you didn’t see ads from doctors, lawyers and the pharmaceutical companies. Now, the Ohio Turnpike Commission has moved to raise revenue through advertising.

The Ohio Turnpike Commission is offering Sponsorship deals and ads in locations from pet-walking areas to toll plazas. But it stopped short of allowing naming rights of the Turnpike.

Snowplows, emergency vehicles and vending machines are proposed spaces for advertising. Their sales team is pushing for sales that could generate millions of dollars a year. The effort is part of the state’s Republican Governor John Kasich’s aim to address transportation budget shortfalls. While the Turnpike currently operates in the black, increasing construction costs have sparked the roadway’s unique marketing program.

Naming rights, while potentially the most lucrative way to raise funds, is associated with sports marketing.  The commission thought it would have a negative connotation if applied to the Turnpike.

The Ohio Department of Transportation is also looking to public/private partnerships to raise revenue. It recently raised $8.65 million over ten years by letting State Farm Insurance advertise on their vans that patrol highways. State Farm signs are now on many Ohio roadways.

Advertising is but a sector of marketing. If your marketing plan includes options to not only increase visibility but also revenue, then why not try something new. The Ohio Turnpike is doing just that.

The Telephone as a Marketing Tool
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telephone marketingIn our “high-tech” world, it seems so easy to forget to “reach out and touch” someone.  However, in marketing, hearing a live voice on the phone has its merits.

The low-tech telephone is often pushed aside for email and texts as a sales tool in this digital age. Many sales still originate over the phone and here’s a few ways to use it to your advantage.

Keep your system up-to-date

  • Don’t let potential customers encounter a busy signal or wait for 20 rings until it’s answered. Consider installing a system with multiple lines so this doesn’t happen.
  • Forego call waiting. Customers don’t like being asked to hold so you can answer another line.
  • Don’t have the customer push a lot of buttons. Make sure that one of the first options is to speak to a “live” person.
  • Have a separate line for faxes.
  • Add caller ID, voicemail and conference calling to your service.

How you answer—or don’t—matters
If the designated phone answerer isn’t available, have a cordial message on voicemail, promising that the call will be returned promptly. The person answering should have a greeting tone that is warm and friendly.  You can’t “redo” a first impression. How your business operates is reflected in the tone of voice. If you have multiple employees, give them a script so your company message is consistent, but rehearse it so their words don’t sound like they’re reading a script.

When you return the customer’s call, or have a call routed to you, never give the impression that you’ve been interrupted or rush the caller. Ask pertinent questions, but also give the caller a chance to ask you questions.

Cellular phones
Using a mobile phone in addition to your landline helps with customer accessibility. If you’re going to be away from the office for more than a couple of hours, pick up your voicemail often, or have office calls forwarded to your mobile phone.

If your office is in your home, make the office a separate area. Screaming children or a barking dog can damage your professional image.

Though it seems email and text messages are popular, you still have to reach your audience in the manner they wish. In eliminating voice calls, you may be eliminating sales opportunities.

 

Marketing Your Business During the Holiday Season
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holiday marketingToo often, businesses that are not connected to the holiday season suspend their marketing this time of year. But there’s a lot of opportunity. The holidays are prime time for building loyalty and getting a head start on the New Year. We’re offering a few things you can do:

1: Make a business connection. Don’t assume that businesses are closed or too busy to respond to your communications. Many businesses are in fact slow this time of year. It’s a good opportunity to pick up the phone and chat about what you might do for them in the New Year. Ask them how their year was and what they want to improve in the next one.

2: Send holiday greetings. Let your customers know that you’re thankful for their business over the past year. Good old snail mail cards may be more noticeable.  They’re often kept on display in their offices. That’s where we put all our cheery cards.

3: Submit story ideas. The media is always open and looking for stories. If it’s too late, submit an idea for the coming year.

4: Email a survey asking clients and customers about what you’ve done in the past year and what might be improved in the next.

5: Focus on year-end budgets as well as the budget for next year. If there’s still money left to spend, make it work to your advantage to end the year on an upswing. Plan for next year’s spending and come up with a plan to hit the ground running in January.

There is still time to incorporate a few, if not all of the five suggestions. Yes, this is often a slow time, so make it work for you.

 

5 Tips to Help the Chances of Your Content Going Viral
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viral contentYou write great content and you want the world to know.

It’s easy to assume that your online content goes viral just because it’s visible. Post it, and they will come. WRONG! “Going viral” does not happen on its own. Here are five tips to help make it possible.

  1. Create good content. You want your content to be shared. You want people feel so strongly about it, that they will want everyone they know to see it. Ask yourself if people will react to your content on an emotional level. It doesn’t matter if they react positively or negatively, but it must spark a reaction that will in turn ensure that it will be shared.
  2. Shortness is crucial. The point you are making should be quickly conveyed without needing extra explanation. It doesn’t matter if you’re posting a video or writing a blog post.
  3. Look for your inspiration to what’s happening in the world – specifically your audience’s world. Content that reflects their interests will entertain discussion – and possibly ensure that what you share  is shared.
  4. Keep it relevant. If an event happened months ago, it’s likely that the online audience has moved on.
  5. Make it easy to find. Focus on the keywords, hashtags and phrases that drive search engine optimization. Post on platforms that get the most hits: Twitter, Facebook, Digg, Tumblr, Pinterest, Reddit, and others. New social sharing sites are constantly being added, so keep up on the ones where your audience will be found.

Even if all of these steps are taken, it doesn’t mean your content is destined to go viral. You’re dealing with people – and people are unpredictable. Your main focus should be to share good content, whether it goes viral or not.

Try it and let me know what you think…

 

How Whole Foods Built Awareness on Pinterest
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whole foods on pinterestPinterest is growing rapidly, with more monthly usage than Twitter, LinkedIn and Google+ combined. Time spent on the site averages 77 minutes, compared to Facebook’s 10 minutes.

Whole Foods (WF) didn’t just pin randomly to create their robust community of followers. They had a system:

  1. Growing the community. WF devised a video series for its boards on such topics as urban farming which did not focus on their brand: the aim was to tie the brand to specific food cultures. The urban farming board was entitled: “How does your garden grow?”
  2. Keeping their board topics broad to pull in more people: vegetarians, gardeners, “shop locally” proponents, etc. They built on their broad base by creating boards that were Whole Foods Market-related, like products or recipes using the brand’s products.
  3. Fewer boards with more content vs. numerous boards with fewer pins: They used keywords to find the most popular topics.
  4. Using images to drive traffic to the website: Photos of dishes were repinned often and the recipe ingredients linked to the WF website.
  5. Story telling: WF raises funds for the Whole Planet Foundation, which helps farmers in developing countries through microcredit transactions. Defining this organization was helped by using maps, showing people who benefited from the program and pictures of their food products.
  6. Infographics: Were popular repins, so they expanded their content by adding text to their photos.
  7. Collaboration: Pinterest is for people to share based on what they love. As accounts followed each other, they added to each one’s boards. WF partnered with them to produce events.

Think about how your company or organization can take advantage of this growing social media tool. Remember the old saying: A picture is worth a thousand words.

 

1961 Boston Globe TV Commercial Portrays the Life of Stay-at-home Moms
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The 1960’s-era stay-at-home Mom was much different from today’s Moms. In 1961, the Boston Globe hired the ad agency BBD&O, who hired Bert Stern, to shoot a one-minute ad for the paper. Its target: the stay-at-home Mom.

Click to view the ad:

boston globe ad 1961 Continue reading 1961 Boston Globe TV Commercial Portrays the Life of Stay-at-home Moms

Survey: Many Consumers Don’t Believe the Content in “Green Ads”
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Green energy concept - save green planetIt’s been almost a year after the Federal Trade Commission revised its guidelines for environmental advertising. Yet consumers doubt or don’t understand what being “green” means for businesses. Two market research firms recently did studies to reinforce this perception.

GfK’s annual Green Gauge survey found that 22 percent of consumers didn’t know if a company’s environmental claims were true. More than 40 percent thought “green” claims weren’t accurate. Continue reading Survey: Many Consumers Don’t Believe the Content in “Green Ads”

Sometimes… You Just Need a Little Help
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Being in business for 13 years, I’ve had the opportunity to meet many people who have started businesses. What I found is there are many who have great products and services, but lack the “know-how” to get their business to the right level.

No one can do it all. Businesses are multi-tiered. Not only are there functions that include accounting, marketing, human resources, sales, etc., there are also functions/responsibilities within those areas.

Don’t be afraid to ask for help. There are creative professionals who can assist you with ways to help your business succeed. The following is a short list in the area of public relations and marketing communications.

  • Public Relations Professional – The Public Relations Society of America defines public relations as “A strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The public relations practitioner can help with identifying your target market (demographics), strategy, social media, developing “stories,” special events (product launches), and media relations.
  • Marketing Consultant – The marketing consultant can assist you with developing your sales and marketing strategies, pricing, product placement, lead generation, branding, Internet and SEO, developing print and online marketing campaigns.
  • Professional Copywriter – We can all have great ideas, but describing those ideas, services and products in a way that persuades potential customers can be daunting. Copywriters write content for websites, marketing and sales materials, brochures and direct mail. They also assist in advertising by writing taglines, jingles and ad copy. Copywriters can be independent or employed by ad agencies, public relations and marketing firms.
  • Event Planner – Planning a professional event is not the same as throwing a birthday party, although there are similar elements. The logistics include identifying the purpose, theme, audience, venue, program/activities, time and dates.
  • Graphic Designer – It never gets old because it’s true: “A picture is worth a thousand words.” A creative graphic designer is the bedrock of publications. Yes, the copywriter helps with words, but the graphic designer determines the look, feel , tone and personality of any printed piece.
  • Photographer – Not everyone with a camera can take relevant photos. The trained photographer understands positioning, lighting, moods, rhythm and purpose so that the image “speaks” without words.

Business owners may be the best at what they do, however no one is the best at everything. In business, it’s best not to be the jack-of-all-trades but the “master of one” great skill. Using professionals who are the best at what they do can help your business make a big impact.