marketing automation

3 Key Factors for a Successful B2B Lead Nurturing Campaign

The onset of marketing automation has truly changed the way we reach out to, build relationships with, and sell to customers. Technology has made it possible for companies to gain traction and scale quickly.

While many companies have moved away from traditional outbound marketing, many companies find the transition overwhelming, leading to inaction and remaining with the status quo.

The problem? Most agencies offer a one-size-fits-all approach to marketing automation, although, in reality, there is a strong need for adaptable, flexible, and measurable approaches to building momentum and getting you results!

Lead nurturing as a concept isn’t new at all. It is the process by which cold visitors are “warmed up” and developed into sales-qualified leads, leading to product or service purchases.

Traditionally, lead nurturing was done over a series of calls or face-to-face interactions. However, the blitzkrieg of information inflow these days has rendered cold calling ineffective. In fact, unsolicited calls might also negatively hamper brand perception.

That is when permission based email marketing comes to the rescue!

As alluded to earlier, due to a large number of moving pieces, marketing automation can either act as the fuel that propels you into deep space or the fuel that causes an explosion right in front of you, if handled incorrectly.

There are certain key factors you’ll need to consider before embarking on a lead nurturing campaign.

Who are you targeting?

The initial response to this question might be that you’re targeting a ‘segment of users’, but in order for the campaign to be more effective, you’ll need to know in precise detail who your ideal customer is.

One of the biggest challenges in B2B marketing and sales today is knowing exactly who your core customers are.

Peak performance coach and thought leader Anthony Robbins speaks of the law of life: 80% of success in life is psychology and 20% is mechanics. So before diving into the software and tools, you’ll need to create a persona for your ideal customer, including her name, age, psychographics, demographics, likes, dislikes, and pain points.

To see an example of a few customer personas click here.

On a side note, when Abraham Lincoln said ‘Give me six hours to chop down a tree and I will spend the first four sharpening the axe’, he was probably highlighting the importance of Buyer persona research before marketing strategy execution!

Context Beyond Content

Someone once said Content is what you make for them.
Context, on the other hand, is what you mean to them.

While creating content is important, sharing that content with the right person, at the right time, via the right medium is far more important.

If you don’t get the right combination, your audience engagement may suffer because you have not established a strong connection with them.

Ryan Levesque’s book ‘Ask’ features a really amazing case study. One of Ryan’s clients was marketing based on the assumption that the target segment was between the age of 40 and 50. Interestingly, upon conducting a survey, it was discovered that the target segment was actually between the age of 50 and 60. Wow!

Heeding the call, Ryan and his team made a few changes to the website, including the images, the phraseology, and the colors to induce a sense of nostalgia.

The results were phenomenal because both the engagement and the sales conversion increased dramatically. This spike was a result of ensuring that the content was targeted towards the ideal customer.

Ask for the sale – Engaging, connecting and building relationships with your audience are excellent practices, but if you don’t ask for the sale, at some point on the journey, your prospect might become frustrated.

Of course, this works both ways! You may lose the business if you ask for the sale too soon or if you never ask at all.

By strategically segmenting your audience and scoring your leads based on clicks and actions performed, you will not only increase conversions but also increase the average value of each sale.

Even after the initial purchase, when the lead has stopped visiting your website, lead nurturing allows you to rekindle the relationship and continually remind the customer about your business.

If you love extra content, here’s a bonus 4th factor for you to consider!

Test, Test, Test – While this may seem pretty obvious, testing is absolutely critical if you want to improve results. The best campaigns are ones that are considered a ‘work in progress’ because there is always room for higher engagement, higher open rates, and more sales.

Make sure you experiment on a regular basis with CTAs (calls-to-action), subject lines, email length, and content. Proper marketing automation tools have powerful A/B split testing features that allow you to isolate the key factors for sales success.

However, at the end of the day, it’s not about ‘what’ you do, but how you do it. Our most successful clients have seen major results because at one point they made a conscious decision to stop trying to reinvent the wheel, seek help, and dramatically reduce their learning curve.

Momentum B2B Marketing offers comprehensive Inbound Marketing strategy and service coupled with our powerful agency-grade Momentum Marketing Automation software – all for less than a monthly subscription alone for other leading SAAS solutions.

Invest your precious marketing resources into inbound marketing strategy and training that will drive your business and your team forward.
Let the work begin.

At Momentum, we put your financial and organizational success at the center of everything we do. Congratulations on your commitment to this process and on your continued path for growth, success, and measurable results.

Your Inbound Marketing program from Momentum begins with a simple conversation.

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sales process

5 Reasons Why It’s Time to Reinvent Your Sales Process In 2017

A challenging market is precisely the time to retool your sales organization.

You can invest in processes and technologies that you can utilize in the meantime to increase market share. After all, business will peak again and you will be ready to dominate your competitors.

Here’s why now is the time to get started:

1. It’s Getting Harder to Sell:

It’s not your imagination. Businesses of all sizes are feeling the increasing pain and isolation of diminishing sales opportunities and new business conversations. The problem is that most buyers are tuning out traditional, interruption-based marketing methods, cold calls especially.

The old sales methods are gone forever. Prospective customers are now choosing to interact with the solution providers they choose, when they want, and on their own terms.

2. The Shift is on to Inbound Marketing:

Here is a statistic: 82% of B2B prospects begin with a web search. This is an inbound inquiry. The question is: Will your company be the beneficiary of this interest or will your competitor?

Inbound Marketing is a process that facilitates and hastens client discovery of your offerings, increases web traffic, generates leads, facilitates sales conversations, and builds loyalty with consumers.

It is a process that is especially effective for those businesses with long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and buy from those companies who demonstrate expertise.

3. It’s about Lead Generation: Marketers leverage blogs, audio, video, eBooks, eNewsletters, white papers, SEO articles, social media marketing, and other forms of content in order to: generate organic search results and therefore more traffic, turn visitors into leads, convert those leads to sales, and turn customers into repeat higher margin customers.

It is imperative to design the right inbound strategy for your sales organization by leveraging content and relying on marketing automation software to deliver pre-qualified leads.

This will help you drive traffic with paid and organic search, digital advertising, email marketing, social media, as well as other digital initiatives.

4. Conversion is the Key: 

All of the marketing initiatives in the world will not amount to a hill of beans if the campaigns are not measured and refined in order to maximize conversion – and therefore return on investment.

Creating and improving inbound conversion is a very specific expertise and great care should be taken when choosing a great agency partner who will take the time to understand your business and customers.

The right agency will develop a content strategy and develop engaging content and calls-to-action that are proven to deliver higher quality leads that are much quicker to close than other old school tactics like cold calling and yellow page ads. Then your team can do what they do best – close sales opportunities!

5. The Competition is On: Your smart competitors are improving, even reinventing their sales process right now. If you’re fortunate, you’ll get first mover advantage and out maneuver your competition, and be regarded by your prospects as the expert in your field at the moment of interest.

Your marketing agency will consult with you to develop goals and strategy as well as implement a new process that takes advantage of these methods and techniques.

They’ll also help educate and motivate your marketing and restructured sales teams on how to use these tips, techniques, and technologies to reinvent your sales organization. The time is now.

Learn More About Why It’s Time To Reinvent Your sales process.

Your smart competitors are improving, even reinventing their sales process right now.

Facebook

Why You Should Be Paying For Facebook Advertising

The free ride for brands on Facebook is over.

As the social behemoth transforms into a media company and not simply another social platform, the hard reality is coming to light with regard to organic (unpaid) posting placement, specifically posting to brand pages, and the depth of which users will now see brand posts.

The organic reach of posts is in serious decline. (Organic reach being how often the post will be seen without the assistance of Facebook’s algorithm or via paid placement.)

Although no one can provide definitive numbers in terms of the current reach of unpaid posting, the majority of online sources report numbers as low as 6% and declining. This is no accident.

Facebook derives all of its current revenue from paid placement. This is their model and this is how the platform will further shape itself into being the most powerful ad spend any organization can harness today. The reach of Facebook’s advertising model is far more powerful than any other platform currently available on the marketplace.

It’s a fact. Advertisers have never had the power to harness deep seeded demographic information at the scale now provided by Facebook – all with a very limited ad spend. The type of data now available to the advertiser, within the platform, not only drives granular campaigns but also provides statistical information that allows reactive changes in strategy based on those metrics.

This data illuminates the most effective conversion paths allowing marketers to quickly abandon those paths that are not showing returns.

At present, the cost to the advertiser is the lowest it has been in the history of the platform. The average cost per 1000 people (CPM) reached can be as low as $0.25. This type of cost is well below all other platforms, both digital and traditional.

With a minimum spend of $1.00 per day there is essentially no excuse to not be paying for advertising on a platform that will provide, at the very least, brand exposure, at a scale that most businesses would have only hoped to achieve just 3 years ago.

Many organizations will find themselves wrapped up in the ROI debate. But in all seriousness, 30 dollars a month for simple brand exposure is unheard of. Wrapping your brand into a well conceived and well tracked campaign will provide effective lead generation, deep seeded brand awareness, and put your organization far ahead of your competitors. All with very minimal financial commitment.

If you are still spending the lions share of your advertising budget in television, radio, and print, the following infographic should be all the impetus you need to carve out a healthy portion from traditional to digital, for Facebook , today.

ewrew

It was a wild and free ride. But it’s time to pay the piper his paltry sum. And do it while its still the best kept secret in marketing.

Your digital marketing agency will help your local business or large-scale organization design the correct Facebook strategies and campaigns for your brand.

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marketing agency

How to Buy B2B Marketing Agency Services

Making the decision to buy services from a marketing agency can be a confounding process.

So many buzz phrases and acronyms: digital, traditional, Inbound, Outbound, content, SEO, social, automation… the options seem endless.

1. Never buy a thing. Buy a process.

Most marketers are tactic driven. Client consultation is time consuming and it takes effort to do it right. Therefore, it’s easier for most agencies to sell a product, such as an SEO package for $1500, a website for $5000, a Facebook ad package for $2500, or (gulp!) Yellow Page ads for 10 grand.

But how do you know if any of these packages support a strategy that is right for your business? Look for a marketing partner that has a defined marketing services process to lead you through discovery to strategy and plan, and then, finally, tactics.

The work will be better.

And the results will be on-strategy.

2. All marketing should be measurable.

Are you sure that every dollar you spend on marketing delivers many times its value in measurable return? Having a feeling that half your marketing works and half doesn’t – and not knowing which half is which – is no longer acceptable.

It’s time to retire broken and inefficient initiatives and replace them with strategically appropriate programs that can be measured, evaluated, and optimized in-market in real time for best results.

It’s fine to layer in print or radio over a digital campaign but precise calls-to-action must be created to ensure a measurable outcome.

3. Beware design-centric marketing. While branding and design are very important elements of marketing, “pretty” alone doesn’t make sales. It’s easy to make an emotional decision and chose a marketing agency based solely on a beautiful creative portfolio.

However, marketing creative should be strategy driven – not the other way around. Companies will oftentimes circle back to marketing strategy after spending far too much time and resources on a brand-centric agency before realizing they’ve missed a crucial step – the strategy.

4. Share your budget and insist on a scope of work. Just as all clients are unique, no two marketing plans are alike. Marketing consulting is not a commodity. Therefore, you cannot shop on price alone. Help your agency define your needs by sharing your budget.

You’ll gain confidence immediately when your marketing agency provides you with a process to meet your needs based on budget. A truly great agency will respect your budget and create a highly detailed scope of work that will include deliverables, timelines, and terms and conditions.

When there is a proper scope of work, there a much less risk of miscommunication, and vastly superior outcomes. 5. Relationship is Everything. Your prospective marketing agency should be able to demonstrate their ability to nurture and grow long-term relationships with clients across different industries (not just your own).

A truly great agency will have enshrined processes to onboard a client and manage the workflow. They will be functionally set-up to communicate with you in a horizontal not hierarchical fashion, acting as an extension of your team rather than a fly-by-night journey person or a highly aloof multinational company.

When you meet your ideal agency partner, you will feel it because they will champion your success in order to achieve their own.

Let the work begin.

At Momentum, we put your financial and organizational success at the center of everything we do. We can help evolve your marketing, right now.

We begin every client engagement with a Marketing Assessment.

And that process begins with a simple conversation.

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What is Marketing Automation?

Marketing Automation is the hottest phrase in marketing.

In a nutshell, it is a process of leveraging digital technology to facilitate online discovery of a product or service, acquire a qualified sales lead, and nurture that lead closer and closer to a buying decision — with little or no human intervention until the optimum moment of contact and/or close.

Marketing Automation is also synonymous with a wide variety of software programs that marketers use to facilitate this inbound marketing process.

But software by itself is not worth a hill of beans without a solid strategy designed specifically for your particular business and prospective customer.

So let’s go back to the start…

If you or someone in your organization has identified the need for marketing automation, then there is likely an understanding that two things have changed for the business.

1. The traditional methods of sales are not working. It’s getting harder to sell!
2. Most prospects would rather cut off their ear than listener to a sales pitch.

Consumers want to discover your product either through search or through a social recommendation. In fact, 82% of B2B buyers start with an internet search.





Now we’re into Inbound Marketing territory.

Your team, perhaps with guidance from your digital marketing agency, will help you determine the strategy and marketing automation tools required to design and execute an entire program, to attract visitors to your business, pre-qualify leads and nurture them with specifically crafted content and offers to lead them through the various stages of your deal funnel.

Only at this stage is it a wise to employ a marketing automation software program to carry out the program devised above. If you pour money into a SAAS (software-as-a-solution) without a plan, you will be wasting your precious marketing dollars. Arguably the true value is in the plan, not the software. In fact, the best digital marketing agencies will provide a robust agency-grade marketing automation software program at little or no cost when you work with them to create, measure, and refine a plan to reach specific goals.

The agency will also train your marketers to properly drive the system on an ongoing basis. Of critical importance is the need to assess performance of every campaign every 30 days. Your agency will be able to crunch the data, make adjustments based on the results, and help you make better business decisions as a result.

Most importantly, you will be generating more, highly qualified leads, meaning that the sales department will spend more precious time closing than warming up cold prospects. Companies that use inbound marketing automation campaigns routinely close 15-30% more business with a properly coordinated strategy and execution.

Momentum Marketing offers comprehensive Inbound Marketing strategy and service coupled with our powerful agency-grade Momentum Marketing Automation software – all for less than a monthly subscription alone for other leading SAAS solutions.

Invest your precious marketing into inbound marketing strategy and training that will drive your business and your team forward. (And get the software for free.)

Learn more about inbound marketing services and marketing automation.

community engagement

5 Keys To Engaging and Driving Online Community Engagement

Online strategies aren’t just about setting up accounts on the right platforms – your strategy needs to involve true engagement.

Driving online community engagement requires planning, risk management, and a cohesive objective that is clearly stated to all of your key staff members.

1. Word-Of-Mouth Only Goes So Far

You need a plan. Simply signing up for an account on any given social platform does not mean your organization has fulfilled its obligation. Social connections via your chosen networks are not obligations but opportunities to engage directly with your members, prospects, fans, or clients.

As your message spreads and your community grows, how will you feed the appetite for more? Will you be equipped as an organization to create and disseminate your message?

This direct connection requires a clear plan with regard to infrastructure, integration, and, most importantly, a set of rules and policies for disseminating your message. There is nothing more important than a planned and coordinated process for responding to inquiries, comments, and requests.

2. Identify Your Advocates and Feed Them

The key to any community is the full engagement of its members. Early on in your campaign you will discover those advocates who are willing to share your message and push that message to their respective networks. With every Facebook post, tweet, or blog post, your advocates wait to share what your campaign is providing.

Gaining the trust of your online advocates and providing them with a continued stream of shareable content provides ever expanding reach; in turn pulling in more campaign advocates from their respective networks.

Reward their efforts. Recognize and identify your advocates publicly. Thank them whenever, wherever, and however you can. These individuals are the backbone of your campaign’s success.

3. Trust Your Community

Astute observers of successful online campaigns understand the nuances of online communication. Well planned, effectively executed online campaigns have assessed the risks at hand and understand how to mitigate those risks when required.

Just as your community trusts and advocates your campaign, you in turn must trust your community when negative comments or posts arise. Well-fed advocates who have been provided with the right tools will assist in regulating your community – most times without direct intervention.

Ask yourself before you begin: Do you understand how to mitigate risk? Can you identify those in your community who are your advocates? Can you identify those in your community that are Influencers?

4. Rules Of Engagement – Rules / Fears / Clarity Over Control

The rule of online engagement has shifted, placing the power of the message in the hands of the viewer, consumer, or visitor. The intention of a Rules Of Engagement policy is not to handcuff those posting and engaging online.

The intention is to provide a set of guidelines for disseminating content, insuring all messaging is on brand, on target, and true to the core message. Direct brand connections create deep inherent value and keep visitors and advocates coming back.

Community engagement using social media requires a shift in the way organizations view themselves and their relationship with the public. The shift is happening on a cultural, organizational, and individual level. Before committing resources to a social media program, organizations need to know how to mitigate the risks while maximizing the rewards.

The first step is to create a safe space for staff, volunteers, and other stakeholders through clear, effective social media policies. Clarity over control.

When everyone involved knows the purpose of the organization’s social media initiatives—if each individual is clear about his or her role in achieving that purpose and the parameters in which they can participate—those social media initiatives will be that much more successful from the start.

Do you understand the nuances of your community? Have you provided your key internal staff and your community manager with a clear community engagement objective?

5. Tools Don’t Build Communities – People Do

Many times online community engagement continues to fall back on the tools an organization commandeers to share their brand message. However, those tools don’t drive themselves. It’s the people that organize and implement the campaign who are the key to a successful campaign.

Your community manager, the advocates, and the influencers will make or break the success of your online initiatives.

Can you identify those in your community who are your advocates? Can you identify those in your community that are Influencers? Have you empowered your key internal staff with the tools they require to create a successful online campaign?

social media

Making Money with Social Media

Many social media marketers talk incessantly about things like “depth of engagement,” “catering to the audience,” and “the importance of a Like.” They can talk about Likes until they’re blue in the face. But what’s the value of a Like to the brand? The answer: It depends on what you plan to do with it.

You can make money with social media. But first you must be prepared to break-up with engagement and fall out of love a little bit with the Like.




At Momentum, we always set out to convey to our clients the importance of a path that provides them with measurable return.

The important questions involving social media are: How do you attract the prospect? How do you convert the prospect to a sale? How do you measure the effectiveness of the process? What does it cost?

In some cases, a brand may only be in it for the Likes. More likely they’ll see an opportunity to drives sales, stimulate trial, or sell event tickets.

In the case of a client of ours in the financial services industry, the initial goal was to accrue Likes as a means of enhancing the credibility of the brand. After a short time with Momentum, we succeeded in helping the client realize a much more lucrative path of leveraging social media to generate leads for its financial services.

We worked with BBC Kids Television to create a strategy of gaining Likes in order to put the daily program schedule in front of new moms and encourage them to subscribe to the channel – clear calls-to-action with measurable results.

We worked with the Vancouver Giants hockey team to create a Facebook advertising campaign to sell $99 White Spot Family Game Paks. The data that Momentum generated in the first few days of the campaign ended up also illuminating the need for an improved, streamlined ticketing process.

Getting beyond engagement for engagement’s sake. That’s performance defined… and the key to making money with Social Media.

Find Out More About Making Money With Social Media

How do you convert the prospect to a sale?

Google adwords

What’s the ROI on your Google AdWords Spend?

Google AdWords are an essential form of marketing for many businesses.

However, the world of Google is rotating with blurring speed, which means that unless your campaign is being monitored on a weekly basis you are likely losing efficiency with every passing day. You may be paying far too much for the results you’re getting.

5 Key Questions (to ask yourself and your agency) about your Google AdWords spend:

1. Is your Google AdWords campaign improving your business?

Every marketing dollar should tie directly to revenue. Marketing tools exist to measure and report the results of search, click, and subsequent action. If you’ve created landing pages with compelling content, clear calls-to-action, and submission forms, the entire inbound ecosystem can be measured and optimized for success.

With the right tools and advice, you’ll know exactly how your campaign is impacting your business and what to do to improve the results.

2. Are you paying too much for your Google AdWords?

Do you know which keywords and search terms are you chasing and why? You could be pursuing expensive terms – the ones for which everyone else is vying which drives costs up and puts you in hard fought competition for those terms. It’s often possible to pursue low-cost alternative search terms that will result in better conversion.

A comprehensive keyword and search term analysis will help you increase results and decrease costs. It’s conceivable that might need to spend more but more often than not increasing the efficiency of your campaign and improving after search conversion will allow you to spend less than ever.




3. What insights have you gleaned from your Google AdWords campaign?

Our clients are often surprised about what they learn from their Google AdWords campaign. In some cases, they’re taken aback when they realize the majority of their traffic is coming from mobile. This would highlight the need to optimize the website, landing pages, forms, and eCommerce for mobile devices.

Clients are also more aware that their website infrastructure must reflect the insights gathered from their campaign. For example: Is the most often searched information available at the top of your homepage? If the answer is no, let the work begin.

4. How can my Google Ad campaign be improved?

You can conduct more testing, audience segmenting, and hyper localization and then follow the paths that are most efficient and cost effective. Also be sure to employ Negative Keywords to make sure search results do not appear in a context that may be unfavorable to your product or proposition.

It could be that up to 35% of results display next to unfavorable content if left unchecked.

5. What is considered a good click through rate (CTR)?

CTR’s (the number of clicks versus the number of impressions generated by the campaign) can vary anywhere from 0.6% to 2% depending on the industry and whether the prospect is on desktop or mobile. But the click through rate, although important, can be a false metric. It’s meaningless if no one converts to an inquiry (and ultimately a sale).

If you’re simply letting your homepage do the conversion work and waiting for the phone to ring, your results are likely pretty low. Your campaign could be so much more efficient.

The bottom line is that a business cannot evaluate a CTR without knowing CPA – Cost per Acquisition. For example, if you are paying $150 per click but every click through converts to a sale and you are selling the item for $799 — that’s a great CTR (even though it may look terrible on paper). It’s all in the interpretation of the data.

Your marketing department or marketing agency’s goal should not be to spend your ad budget but to improve your business and garner as much intelligence as possible to help inform your business decisions. Question your ad spend, and demand answers!

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Five Keys to Inbound Conversion For B2B Marketing

There are a myriad of reasons why it’s getting harder to sell. It’s not your imagination. Your sales prospect is not interested in taking your call. Culturally they are increasingly incensed by the uninvited approach.

Like a man on a hunt for a tool in Home Depot, your prospect doesn’t want your help. They cannot tolerate interruption. They want to discover you on their own – because your service will seem more credible that way. That is, if, and only if, your business has mastered Inbound Marketing.

The Five Keys to Inbound Conversion

1. Understand that Content Drives Discovery – 82% of prospects begin with a web search. You need to be found. Your company needs to generate and proliferate high quality content regarding your offerings. The more, highly focused, high quality, and user-centric pieces of content you offer the higher your business will rank in search returns. Organic Search results convey legitimacy. The goal is to create the perception (which is true) in the mind of the prospect that your business is driven by industry experts. Therefore your business will immediately occupy a superior position in the mind of the buyer versus your competition. You are now selling on quality not price. And you are receiving the lead, not banging your head against a brick wall trying to create one.

2. Develop a Game Plan and Calls-to-Action – Keep your Content Strategy top-of-mind. Your digital agency will develop a digital ecosystem schematic to visually illustrate for you how all of the paths to discovery will drive traffic to specific calls to action. Every opportunity will be used to convert the contact to prospect, to lead, and then most importantly to customer, with specific calls-to-action.

3. Employ Marketing Automation. In the days of traditional advertising, the key to message penetration lay in frequency of message. In the early days of digital, marketers individually built all of the campaign assets such as webpages, landing pages, and emails and managed them using disparate platforms. Powerful marketing agency software now exists that cuts the production time –and expense- to a fraction of the former cost. This allows your agency to highly format and schedule your inbound marketing efforts, spending more time on messages that create action and assessing results. The software will also track the prospect as they flow through your sales system to close.

4. Refine and Repeat. You must measure all your efforts and adjust tactics every 30 days, at minimum. Automation, expertise, and service are a critical combination of services that are most effectively delivered by your agency.

5. Get Started Right Now. The “we’re too busy taking orders” to do new things attitude will bite you in the ass. All businesses have cycles and you will need to be ready for the next lull in production. Because when you go to dust off your phone to make new calls you’ll realize that the old way is gone. And so too is your pipeline.

Creating and improving inbound conversion is a very specific expertise and is predicated on choosing a great agency partner who will take the time to understand your business and customers. They will develop a content strategy and develop engaging content and calls-to-action that are proven to deliver higher quality leads that are much quicker to close than other old school tactics like cold calling and yellow page ads. Let’s get started!

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Fuzzy Brand: Rebuilding Brand Equity

In our work as a digital marketing agency, one of the most common declarations we hear from prospective clients is:

“I’m spending the same marketing dollars yet my brand equity is increasingly diluted.”

Every time we hear this phrase we hurt a little for the client. But we smile on the inside because before us is a client that we can help. We can help them overcome the cumulative effects of changing consumer behavior that are driven by technology, the resulting fracturing of the media marketplace, and the ages old issue of “doing the same thing over and over again and expecting a different result.”

The brand message becomes diluted resulting in reduced brand equity – a widely suffered malady known as Fuzzy Brand.

Here’s why some brands are experiencing diminishing awareness and significance as well as some prescriptions to cure fuzzy brand and rebuild brand equity:

1. Media use has fractured. The same money spent in the same places is most likely producing diminishing results. Television used to be the de facto mass reach medium. First the networks, then cable television and the 1000-channel universe. Terrestrial radio was followed by satellite radio and then internet radio. Add online and mobile smart phones and there are infinite programming possibilities and platforms of distraction for consumers. Brand activity must now happen across the right mix of platforms and aggregate audiences that use each medium in a unique way.

2. Interruptive marketing is not an effective stand-alone strategy. Television is still relevant. But how it is used and extended in order to continue brand engagement off-platform is critical. For instance, a portion of each campaign could include an interruptive message that includes a clear call to action. The same campaign could include video content that the user is invited to view based on his or her preferences. This is usually facilitated through social media and inbound online discovery. A common faux pas would be to use paid interruptive techniques to deliver content marketing initiatives.

3. All media should be measurable. More than just ratings points, creative, where appropriate, should include calls to action that can be validated and lead to solid paths of monetization. Read: Impact the bottom line. Every channel can and should deliver measurable results.

4. Traditional should coordinate with Digital. Multi-platform campaigns should consider in-program and content initiatives that promote interaction of the audience with the brand, offer strong calls-to-action, collect data, and allow conversion to sale, and create traffic to bricks and mortar stores, where applicable.

5. Engagement for engagement sake is B.S. Engagement is a buzzword among coffee shop social media experts. But the truth is that engagement is only worthwhile if it’s leading somewhere. Furthering the brand conversation is nice, but how does this activity convert to a sale? The brand benefits from engagement, with a purpose.

6. The media mix is probably out of alignment. Every marketing strategy is different. However, if you are spending the same proportions of your budgets in the same places as five years ago, your media mix needs immediate assessment.

Avoid the effects of Fuzzy Brand.

If your customers are asking you where your brand went, it’s time to make some changes. Your strategy-driven digital marketing agency will help you understand the environmental changes that have challenged your product or service. They will help you coordinate all of your media activity. And they will work with you to realign your marketing strategy and tactics in a way that will dramatically improve your campaigns and rebuild your brand equity.

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