BOOK DISCOVERY CALL

Marketing solutions to get your business moving.

Jill Kovalich

Grow Your Law Firm With 3 Game-Changing Strategies

· · Leave a Comment

There is a lot of competition for law firms vying for the same pool of clients. Legal representation is very transactional, which means lawyers must constantly prospect for new ways to attain clients. Law firms must employ targeted marketing strategies to stand out and attract clients. A well-executed local marketing campaign can cultivate referrals, generate repeat business, and boost your firm’s reputation.

Leveraging local connections is crucial for any law firm. One of the most valuable sources of new business for law firms is referrals from satisfied clients. To encourage referrals and repeat business, it’s essential to provide exceptional service to every client. Staying in touch with past clients through regular communication can also help maintain a strong relationship. Asking satisfied clients for referrals directly and implementing a referral reward program can further incentivize them to recommend your firm to others. By focusing on building strong relationships with your clients, you create a network of potential advocates for your firm.

Expanding your business network referrals is another important strategy. Networking with other professionals in your community can significantly increase referral opportunities. Attending local business events and joining professional organizations are great ways to connect with potential partners. Collaborating with complementary businesses, such as real estate agents for property attorneys, can also lead to valuable referrals. Offering to speak at local events or host educational workshops not only showcases your expertise but also builds trust within the community. Participating in community service activities demonstrates your firm’s commitment to the community and can lead to meaningful connections.

Boosting online visibility and reputation is vital in today’s digital age. Online reviews play a crucial role in potential clients’ decision-making process. To boost your online reputation, create a streamlined process for requesting reviews from satisfied clients. Respond promptly and professionally to all reviews, both positive and negative. Showcasing positive reviews on your website and social media platforms can further enhance your firm’s credibility. Addressing negative reviews constructively and working to resolve issues shows that you value client feedback and care about their experiences.

Optimizing local SEO is also essential for improving your firm’s visibility in local searches. Claiming and optimizing your Google Business Profile is a critical first step. Ensure your firm’s name, address, and phone number are consistent across all online platforms to avoid confusion. Incorporating location-based keywords in your website content can help your firm appear in relevant search results. Creating location-specific landing pages for each of your office locations can further improve your visibility in local searches.

Content marketing is another effective way to position your firm as an authority in your practice areas. Maintaining a regularly updated blog addressing common legal questions can provide valuable insights to potential clients. Producing video content explaining complex legal topics in simple terms can also help build trust. Sharing insights and updates on social media platforms keeps your audience engaged and informed. Developing downloadable resources or guides for potential clients can provide additional value and demonstrate your firm’s expertise.

Leveraging social media for community engagement is a powerful tool. Sharing local news and events relevant to your practice areas shows your firm’s connection to the community. Highlighting your firm’s community involvement and pro bono work can build goodwill and credibility. Engaging with followers by responding to comments and messages promptly demonstrates your firm’s commitment to communication. Using targeted social media advertising to reach potential clients in your area can help increase your firm’s visibility and attract new clients.

Marketing to Move Your Forward

By implementing these targeted local marketing strategies, your law firm can build a strong network of referrals, enhance its online reputation, and increase visibility within your community. Remember, the key to successful marketing lies in consistently delivering value to your clients and community while actively managing your firm’s reputation. With these strategies in place, you’ll be well-positioned to grow your practice and stand out in the competitive legal market.

If you’re short on internal resources to launch and manage your marketing, JMK MarComm is ready to help. A consultation is always free. Learn more.

 

 

The Lead Generation Playbook: Turn Your Next Presentation into a Goldmine of New Opportunities

· · Leave a Comment

 

As you prepare to deliver your upcoming presentation, it’s essential to remember that your audience is not just a passive group of listeners. They are potential leads waiting to be engaged. Whether you’re presenting at a conference, a workshop, or a client meeting, the opportunity to capture valuable contact information and build relationships is right at your fingertips. 

 

Let’s explore best practices for gathering leads from your audience during your presentation, ensuring that you not only deliver compelling content but also create meaningful connections that can drive your business forward. 

 

Here are best practices to transform your presentation into a powerful lead generation tool:

 

  • Know Your Audience: Conduct research to understand the demographics, interests, and pain points of your audience. Tailoring your content to address these aspects will enhance engagement and lead capture.

 

  • Choose a Relevant Topic: Select a presentation topic that resonates with your audience’s challenges or interests. Providing valuable insights will encourage attendees to share their contact information for follow-up.

 

  • Engage with Interactive Elements: Incorporate polls, Q&A sessions, and live chats during your presentation. This interaction keeps the audience engaged and allows you to collect valuable data.

 

  • Utilize Registration Forms: Require attendees to register with their contact information before the presentation. This not only captures leads but also sets the stage for follow-up communications.

 

  • Offer Incentives: Provide exclusive resources, such as eBooks or discount codes, as incentives for attendees to share their contact details. This can significantly increase lead capture rates.

 

  • Create a Strong Call-to-Action (CTA): Clearly define what you want your audience to do after the presentation, whether it’s signing up for a newsletter, downloading a resource, or scheduling a consultation.

 

  • Follow Up Promptly: After the presentation, send personalized follow-up emails thanking attendees for their participation and providing additional resources or offers. This nurtures leads and keeps your brand top-of-mind.

 

  • Measure Engagement Metrics: Track attendance rates, engagement levels, and lead conversion metrics to assess the effectiveness of your presentation and refine future strategies.

 

Transforming your presentation into a lead generation powerhouse requires a strategic approach that prioritizes engagement and connection with your audience. By understanding their needs, incorporating interactive elements, and providing compelling incentives, you can effectively capture valuable leads that extend beyond the event. 

 

Remember to follow up promptly and nurture these relationships to maximize their potential. With these best practices in hand, you’re not just delivering information; you’re creating opportunities for growth and success. As you step onto the stage, keep in mind that every presentation is an opportunity to expand your network and drive your business forward—so seize it!

 

Nurture Clients and Generate Leads with a Monthly Newsletter

· · Leave a Comment

 

For a business owner, every minute counts. You’re constantly juggling multiple responsibilities, from managing operations to serving clients. Amidst this whirlwind of activity, it’s easy to overlook one of the most potent tools in your marketing arsenal: the monthly newsletter. But what if you could harness its power without adding to your already overflowing plate? Let’s explore how this seemingly simple communication tool can become a game-changer for your business.

 

The Hidden Value of Newsletters

Newsletters are more than just emails; they’re relationship builders. Here’s why they matter:

 

  1. Nurturing Client Relationships: Regular communication keeps your business top-of-mind for clients.
  2. Brand Recognition: Consistent messaging reinforces your brand identity.
  3. Lead Generation: Newsletters can attract new prospects through sharing and forwarding.
  4. Expertise Showcase: Sharing industry insights positions you as a thought leader.
  5. Customer Retention: Providing value beyond your products or services encourages loyalty.

 

The Time Conundrum

Despite these benefits, many small business owners struggle to maintain a consistent newsletter schedule. The process of curating content, writing articles, designing layouts, and managing subscriber lists can be time-consuming. This is where the concept of delegation comes into play.

 

Focusing on What Matters Most

As a business owner, your primary focus should be on core operations and strategic growth. Outsourcing your newsletter management to a skilled professional or team can:

 

  • Free up your time for critical business tasks
  • Ensure consistency in your marketing efforts
  • Bring fresh perspectives and ideas to your content
  • Leverage expertise in email marketing best practices

 

Quality and Consistency: The Keys to Success

A well-managed newsletter program delivers:

  • Regular, timely communication
  • Professionally crafted content
  • Engaging designs that reflect your brand
  • Strategic calls-to-action that drive engagement
  • Analytics to measure and improve performance

 

Making the Decision

While hiring someone to manage your newsletter is an investment, it’s important to weigh this against the potential returns in terms of client retention, lead generation, and brand building. Consider starting with a trial period to assess the impact on your business.

 

Take the Next Step

Your monthly newsletter could be the catalyst that takes your small business to the next level. It’s time to stop letting this powerful tool gather dust in your marketing toolbox. Whether you decide to manage it in-house or bring in external expertise, the key is to start. Begin by outlining your goals for the newsletter, identifying your target audience, and brainstorming content ideas. Then, commit to a regular schedule, even if it’s just once a month.

 

Remember, every successful journey begins with a single step. Your journey to stronger client relationships, enhanced brand recognition, and increased leads begins with your next newsletter. 

 

From Inbox to Income: Best Practices for Crafting Emails That Generate Leads

· · Leave a Comment

 

Email marketing remains a powerhouse for small businesses looking to generate leads and nurture customer relationships. A well-crafted monthly email can be your secret weapon in turning subscribers into loyal customers. Let’s dive into the best practices for creating a targeted monthly email that consistently delivers leads.

 

The Power of Consistency

First and foremost, consistency is key. By sending a monthly email, you’re establishing a regular touchpoint with your audience without overwhelming their inbox. This predictable cadence helps build anticipation and keeps your brand top-of-mind.

 

Crafting Content That Converts

Your monthly email should offer value that your subscribers can’t resist. Here are some content ideas that drive engagement:

  1. Exclusive Offers: Create special discounts or early access to new products for your email subscribers.
  2. Helpful Tips: Share industry insights or how-to guides related to your products or services.
  3. Success Stories: Highlight customer testimonials or case studies to build trust.
  4. Behind-the-Scenes: Give subscribers a peek into your business operations or upcoming projects.

 

Personalization is Paramount

Gone are the days of one-size-fits-all email blasts. Use subscriber data to personalize your emails:

  • Segment your list based on past purchases, interests, or engagement levels.
  • Use dynamic content to show different offers or information to different segments.
  • Address subscribers by name and reference their previous interactions with your brand.

 

Compelling Subject Lines

Your subject line is the gatekeeper to your email content. Make it count:

  • Keep it short and punchy (40 characters or less is ideal).
  • Create a sense of urgency or exclusivity.
  • A/B test different subject lines to see what resonates with your audience.

 

A Clear Call-to-Action (CTA)

Every email should have a clear purpose and a corresponding CTA:

  • Use action-oriented language (e.g., “Shop Now,” “Book Your Consultation”).
  • Make your CTA button stand out visually.
  • Limit yourself to one primary CTA per email to avoid confusion.

 

Mobile Optimization

With over 50% of emails opened on mobile devices, ensure your email looks great on all screen sizes:

  • Use a responsive email template.
  • Keep your design simple and easy to navigate with a thumb.
  • Test your email on various devices before sending.

 

Track and Analyze

The key to improving your lead generation is understanding what works:

  • Monitor open rates, click-through rates, and conversion rates.
  • Use UTM parameters to track which email campaigns drive the most traffic and leads.
  • Regularly review your analytics to refine your strategy.

 

Building Your List

Remember, the quality of your email list is crucial:

  • Use lead magnets like free ebooks or webinars to attract new subscribers.
  • Implement double opt-in to ensure engaged subscribers.
  • Regularly clean your list by removing inactive subscribers.

 

By following these best practices, your monthly email can become a powerful lead generation tool for your small business. Remember, the goal is to provide value to your subscribers consistently. When you do that, leads will naturally follow.

 

Tap into the Powerful ROI of Email Marketing

· · Leave a Comment

 

Email marketing remains one of the most effective tools for small businesses to connect with their audience, drive sales, and build lasting customer relationships. Unlike other marketing channels, email allows businesses to deliver personalized, targeted messages directly to their customers’ inboxes, ensuring a higher chance of engagement. 

 

With its cost-effectiveness, measurable results, and ability to foster brand loyalty, email marketing is an essential component of any small business’s marketing strategy. Let’s explore how small businesses can leverage email campaigns to achieve their goals, maximize ROI, and stand out in a crowded marketplace.

 

Building a Good List is Key to Success

Building a robust email list starts with creating opportunities for potential customers to willingly share their contact information. One effective strategy is to offer value through lead magnets, such as free eBooks, exclusive discounts, or access to a webinar in exchange for their email address. Place sign-up forms prominently on your website, including the homepage, blog posts, and checkout pages, to capture attention. Ensure the sign-up process is simple and straightforward, asking only for essential details like first name and email. Promoting these offers on your social media platforms can also drive traffic to your sign-up forms and expand your reach. 

 

Another key tactic is to leverage in-person interactions to grow your list. Encourage customers to sign up for your email newsletter at events, your physical store, or even during networking opportunities. Use a tablet or mobile-friendly form to make the process quick and easy. Provide signage with a big QR code at your table or booth. Additionally, integrate email sign-up options into your online purchases or customer feedback surveys to capture engaged customers already interacting with your business. 

 

Remember to always communicate the value of joining your list, such as receiving exclusive updates, early product launches, or loyalty rewards, to encourage subscriptions. Lastly, make sure you comply with data protection laws like CAN-SPAM by obtaining explicit consent and offering an easy way to unsubscribe.

 

Email Marketing Delivers High ROI

Email marketing delivers high return for your dollars invested. For every one dollar you spend, you can expect $40 of return. That’s twice the return of SEO. Consider this data:

 

  • Millenials (age 28-43) and Gen X (age 44-59) use their email 98% more than other age groups, according to Statistica.
  • 99% of email users check their In Box every day, according to Hubspot.
  • 60% of consumers have made a purchase based on a promotional email they received, according to OptinMonster.

 

Tap into a Powerful Marketing Tool

Email marketing can be a powerful tool to market your business. When you put together your marketing mix and decide where to allocate your money, factor in email marketing. Email marketing offers unmatched opportunities for small businesses to engage with their audience, deliver personalized content, and achieve impressive ROI. By building a strong email list through strategic value-driven incentives and leveraging both online and in-person interactions, businesses can create a direct line of communication with their customers. 

 

The data underscores the power of email marketing—high usage among key demographics and a proven ability to drive purchases make it a must-have in any marketing strategy. With its measurable results and cost-effectiveness, email marketing stands out as an essential tool for growth and customer loyalty.

If you don’t have a full-time marketing resource on your payroll, consult with JMK MARCOMM LLC for affordable options to outsource the creation and management of effective email campaigns for your business. Learn more.

Successful Email Campaigns Rely This

· · Leave a Comment

 

Email marketing remains one of the most effective tools for businesses to connect directly with their audience. But the true success of an email campaign doesn’t just rely on catchy subject lines or slick designs; it begins with the foundation—a well-built, engaged email list.

 

According to the Direct Marketing Association, you reap a return on investment (ROI) from email campaigns of $40 for every $1 you spend. If you’re looking to make your business thrive using email marketing, here are key strategies to get you started and the reasons why building a quality email list is essential for success. 

 

  1. Start with a Clear Objective

Before crafting your first email, determine the purpose of your campaign. Are you looking to increase sales, promote new products, or simply share valuable information with your audience? A clear goal helps define your messaging, design, and call-to-action.

 

  1. Build a Strong and Engaged Email List

A robust marketing list is the heart of your email campaign. It’s not just about the size of your list but its quality. Here’s why focusing on a strong, engaged list is vital:

 

  • Relevance Matters: Sending emails to people who are genuinely interested in your product or service will lead to better engagement rates. It’s better to have a smaller list of active subscribers than a large, unresponsive one.
  • Higher Deliverability: Email providers prioritize active and engaged lists. If your email list is filled with inactive or uninterested recipients, it can hurt your deliverability rates, causing your emails to end up in spam folders.
  • Better ROI: A well-maintained list leads to better conversion rates and a higher return on investment (ROI). Since you’re reaching people who actually care about what you offer, they’re more likely to open, read, and take action.

 

  1. List Building: Best Practices

Now that we’ve established the importance of a quality email list, here’s how you can build and grow one effectively:

 

  • Use Opt-In Forms: Allow people to voluntarily sign up for your email list through opt-in forms on your website or social media pages. This ensures that everyone who subscribes is interested in your content.
  • Offer Valuable Content: Give potential subscribers a reason to join your list. Offer free content such as eBooks, guides, or exclusive discounts in exchange for their email address.
  • Keep Your List Clean: Regularly scrub your list to remove inactive subscribers. Sending emails to those who don’t open or engage with your messages can negatively impact your overall email performance.
  • Segment Your Audience: Not all of your subscribers have the same needs or interests. By segmenting your list into different groups, you can send more personalized emails, which increases the chances of engagement.

 

  1. Create Compelling Content

Once you have a strong list, you need to deliver valuable content. Here’s how to keep your emails effective:

 

  • Grab Attention with Subject Lines: Your subject line is the first thing recipients see. Make sure it’s enticing enough to make them want to open your email.
  • Focus on Personalization: Use the data you’ve gathered from your subscribers to create tailored content. Personalized emails generate more engagement because they make the recipient feel valued.
  • Provide a Clear Call-to-Action (CTA): Every email should have a clear CTA that tells your audience what action to take next, whether it’s making a purchase, reading a blog post, or registering for an event.

 

  1. Measure and Optimize Performance

Once your email campaign is up and running, the work isn’t over. It’s crucial to measure performance regularly to identify what’s working and what isn’t. Key metrics to track include:

 

  • Open Rates: This shows how well your subject lines are performing.
  • Click-Through Rates (CTR): Measure how effective your content and CTA are.
  • Conversion Rates: Track the number of recipients who take the desired action, whether it’s making a purchase or signing up for a webinar.

 

By analyzing this data, you can continuously improve your campaigns and achieve better results over time.

 

Wrapping It Up

A successful email marketing campaign can deliver high ROI. Start by building a high-quality, engaged email list. By focusing on list-building, creating valuable content, and continuously optimizing your strategy, your business can enjoy the benefits of direct communication, increased sales, and stronger customer relationships. Your email list is an invaluable asset. Maintained and nurtured properly, your list will help your campaigns thrive.

 

Six Marketing Essentials for Small Businesses

· ·

As a small business owner, marketing might seem like just another item on your long to-do list, but it’s one of the most crucial aspects of growing your business. Effective marketing not only helps you reach new customers but also positions your brand as a professional, trustworthy choice in the marketplace. Here’s why investing in key marketing strategies is essential for your success—and how you can get started.

1. Google Business Profile: Your Online Doorstep

Your Google Business Profile is the foundation of your online presence. When potential customers search for services like yours, this is likely the first thing they’ll see. Having an optimized profile ensures your business shows up in local search results, complete with important details like your hours, contact information, and reviews.

Take the time to fill out your profile completely. Add relevant categories, high-quality photos, and respond to customer reviews. This not only helps potential customers find you but also builds credibility.

2. Social Media Company Pages: Engaging with Your Audience

Social media platforms like Facebook, Instagram, and LinkedIn allow small businesses to connect directly with their audience. Setting up dedicated company pages gives you a professional space to share updates, promotions, and behind-the-scenes looks at your business. Engaging content, like posts with images and videos, can create a connection with your audience and encourage them to engage with your brand.

Remember to keep your social media branding consistent—use the same logo, business name, and tone of voice across all platforms. A strong social media presence builds trust and makes your business more accessible.

3. A Good Website: Your Online Storefront

Your website is the digital equivalent of your storefront—it’s where potential customers go to learn more about you, your products, and your services. A professional, user-friendly website is crucial for credibility. Ensure your website is mobile-responsive, easy to navigate, and clearly communicates your value.

Include essential information like service offerings, contact details, and customer testimonials. Incorporating SEO (Search Engine Optimization) strategies will also help your site rank higher in search results, making it easier for new customers to find you.

4. Professional Headshots and Logos: Elevating Your Image

First impressions matter. A professional headshot conveys credibility and trust. Whether it’s on your website, Google Business Profile, or LinkedIn, an updated, high-quality photo of you adds a personal touch and makes you more approachable.

Similarly, a well-designed logo is the visual cornerstone of your brand. Your logo should be professional, memorable, and aligned with your business values. It will appear on everything from your website to social media pages to business cards, so make sure it represents your business well.

5. Business Cards: Classic and Essential

Even in the digital age, business cards remain a vital tool for small business owners. At networking events or meetings, a well-designed business card provides a tangible reminder of who you are and how you can be reached. Invest in high-quality, professionally printed cards that showcase your logo and contact information clearly.

6. Branding Consistency: A Unified Presence

Branding goes beyond just a logo. Your entire online presence—from your website to your social media pages to your business cards—should have a cohesive, consistent look and feel. This creates a strong, memorable brand identity that customers will recognize and trust.

Consistency in fonts, colors, imagery, and messaging across all platforms will help reinforce your brand and make it easier for potential customers to connect with you. When every touchpoint with your business feels unified, it gives the impression of professionalism and reliability.

Let’s Wrap It Up

Investing in marketing is essential for small businesses in order to thrive in today’s competitive market. Setting up a Google Business Profile, optimizing your social media company pages, and creating a polished website are foundational steps that will help you stand out. A professional headshot, well-designed logo, and business cards further elevate your brand, while consistency in branding across all platforms ties it all together.

Marketing is not just about attracting new customers. Marketing is about presenting a professional, trustworthy image that resonates with your audience. Make these marketing efforts a priority and watch your business grow.

For more Marketing Insights and helpful tips, visit our blog page at JMK Marcomm.

Supercharge Your Business Marketing Strategy with Customer Referrals

· ·

 

As a small business owner, you’re always on the lookout for cost-effective ways to attract new customers and grow your business. One of the most powerful yet often underutilized marketing strategies is leveraging referrals from your current clients. Let’s explore why referral marketing should be a cornerstone of your marketing efforts and how it can significantly boost your business growth.

 

Referral marketing is based on a simple principle: satisfied customers recommending your products or services to others. This word-of-mouth marketing is incredibly effective for several reasons:

 

Trust and Credibility

 

People trust recommendations from friends and family far more than traditional advertising. In fact, 92% of consumers trust referrals from people they know, according to Nielson. When a satisfied customer vouches for your business, it instantly builds credibility and trust with potential new clients.

 

Higher Quality Leads

 

Referred customers are typically more valuable to your business. They have a 16% higher lifetime value compared to non-referred customers, according to research published at Wharton. This means they’re likely to spend more and stay loyal to your brand for longer periods.

 

Improved Conversion Rates

 

Referral leads have up to 30% higher conversion rates compared to other marketing channels. This means you’re getting more bang for your buck from your marketing efforts.

 

Cost-Effective Customer Acquisition

 

Referral marketing is one of the most cost-effective ways to acquire new customers. It often requires minimal financial investment compared to other marketing strategies, making it particularly attractive for small businesses with limited budgets.

 

Implementing a Referral Strategy

 

To harness the power of referrals, consider these steps:

 

  1. Deliver Exceptional Service: The foundation of any successful referral program is providing outstanding products or services that customers are eager to recommend.

 

  1. Ask for Referrals: Don’t be shy about asking satisfied customers to spread the word. Many customers are willing to refer but simply need a gentle reminder.

 

  1. Incentivize Referrals: Consider offering rewards or discounts to customers who successfully refer new clients. This can motivate them to actively promote your business.

 

  1. Make It Easy: Provide simple ways for customers to refer others, such as shareable links, referral codes, or easy-to-forward email templates.

 

  1. Follow Up: When you receive a referral, be sure to follow up promptly and professionally to make a great first impression.

 

The Impact on Small Businesses

 

For small businesses, referral marketing can be a game-changer. The average small business gets 60% of its business from referrals according to HubSpot. This statistic underscores the significant role referrals can play in driving growth and sustainability for smaller enterprises.

 

Measuring Success

 

To ensure your referral program is effective, track key metrics such as:

 

  • Number of referrals received
  • Conversion rate of referred leads
  • Lifetime value of referred customers
  • Cost savings compared to other marketing channels

 

By monitoring these metrics, you can refine your referral strategy and maximize its impact on your business growth.

 

Wrapping It Up

 

Referral marketing stands out as a powerful, cost-effective strategy to attract high-quality leads and boost customer loyalty. By focusing on delivering exceptional experiences and actively encouraging referrals, you can tap into the most trusted form of marketing – personal recommendations from satisfied customers.

 

Remember, your happy customers are your best brand ambassadors. Leverage their satisfaction to fuel your business growth through the power of referrals. It’s not just a marketing tactic; it’s a testament to the quality of your products or services and the relationships you’ve built with your clients.

If you are like many business owners, you may be too busy to implement a referral marketing program. Reach out to a marketing specialist to advise you, set it up, and set you on a path to growth. Reach out to JMK for a free consultation.

 

The Power of Collaboration in Marketing

· ·

 

In my job, collaboration is not just a strategy; it’s a necessity. As a professional marketing expert often hired as an outsourced marketing director, I frequently collaborate with a diverse array of creative professionals, including graphic designers, printers, promotional product vendors, website managers, and more. The power of collaboration lies in its ability to pool resources, expertise, and creativity to achieve a common goal: meeting the client’s needs and driving their business forward.

 

Keeping the Client’s Needs at the Forefront

 

At the heart of every successful collaboration is a clear understanding of the client’s needs. Every decision made should be aligned with the client’s objectives, ensuring that the final outcome not only meets but exceeds their expectations. This client-centric approach fosters trust and ensures that all parties are working towards a unified vision. When the client’s needs are prioritized, the collaborative effort becomes more focused and effective, leading to better results and higher client satisfaction.

 

What Not to Do When Collaborating

 

While collaboration can yield remarkable results, there are certain pitfalls that can cause friction and work against the client’s best interests. Here are two key things to avoid: Lack of Clear Communication and Ignoring Individual Expertise.

 

Miscommunication or lack of communication can lead to misunderstandings, missed deadlines, and subpar work. It’s crucial to establish clear channels of communication and ensure that all team members are on the same page regarding project goals, timelines, and responsibilities. Regular updates and open lines of communication help prevent issues and keep the project on track.

 

Ignoring or undervaluing the expertise of any team member can lead to missed opportunities and suboptimal solutions. Each professional brings unique skills and insights to the table. It’s important to respect and leverage the strengths of each collaborator, allowing them to contribute their best work to the project.

 

An Abundance Mindset

 

One of the most empowering aspects of collaborative marketing is the realization that there is plenty of business for everyone. Technology empowers us with global access to customers. Collaboration should not be viewed as a zero-sum game where one party’s gain is another’s loss. Instead, it’s about creating synergies that benefit all involved. By working together, businesses can expand their reach, tap into new customer segments, and drive revenue growth. This abundance mindset fosters a positive and productive working environment where all parties feel valued and motivated to contribute their best efforts.

 

The Importance of Respect and Listening

 

People like to work with people they like, and this is especially true in collaborative efforts. Respect and active listening are fundamental to building strong working relationships. When team members feel respected and heard, they are more likely to be engaged and committed to the project’s success. This positive dynamic not only enhances the quality of the work but also makes the collaborative process more enjoyable and fulfilling for everyone involved.

 

The power of collaboration in marketing cannot be overstated. By keeping the client’s needs at the forefront, avoiding common pitfalls, embracing the abundance of opportunities, and fostering a culture of respect and listening, collaborative marketing efforts can achieve remarkable results. Let us remember that we are stronger together.

For information about outsourced and fractional marketing services, visit us online. https://jmkmarcomm.com/services/outsourced-marketing/

Give Your Sales a Transformative Boost

· ·

 

Are Google Local Service Ads a Game-Changer for Small Businesses?

Small businesses are constantly seeking effective ways to attract more customers and stand out in their local markets. One powerful tool that has emerged as a game-changer is Google Local Service Ads (LSAs). As a marketing specialist, I’m excited to share how these ads can revolutionize your small business’s online presence and boost sales.

 

What Are Google Local Service Ads?

Google LSAs are a relatively new advertising format designed specifically for local service providers. Unlike traditional Google Ads, LSAs appear at the very top of search results, above both paid ads and organic listings. These ads showcase your business name, customer ratings, years of experience, and other key information that potential customers find valuable.

The unique aspect of LSAs is that they operate on a pay-per-lead model rather than pay-per-click. This means you only pay when a potential customer contacts you directly through the ad, whether by phone call, message, or booking an appointment.

 

How do Google Local Service Ads Benefit Small Businesses?

Expect increased visibility. LSAs appear at the top of search results, giving your business prime real estate in Google’s search engine results pages (SERPs). You will find them with a checkmark next to the words “Google Guaranteed” at the very top of a list of search results.

Create trust and credibility. Google verifies businesses that use LSAs, displaying a “Google Guaranteed” badge that instills trust in potential customers. Not just any company will appear with this status.

Locally target buyers. These ads are shown to users actively searching for services in your local area, ensuring your marketing budget is spent on high-intent leads. 

LSAs are cost-effective. The pay-per-lead model means you’re only paying for genuine interest, not just clicks. You should realize more closed business.

Reach buyers with cell phones. LSAs are optimized for mobile devices, where a significant portion of local searches occur. People use the internet to search for services. LSAs are mobile-friendly, meeting your prospects where they shop – in the palm of their hand.

 

Can I run LSAs myself?

Busy business owners just don’t have the time to implement every marketing activity. While Google LSAs offer tremendous potential, navigating the setup and optimization process can be challenging. The idea is to get you busy responding to increased quality leads. This is where the expertise of a digital marketing specialist becomes invaluable. 

Here are the activities associated with running your Google LSAs effectively.

 

Ad Setup and Optimization 

A specialist can ensure your LSAs are properly configured, targeting the right services and locations for maximum impact.

 

Budget Management

Experts can help allocate your budget effectively, ensuring you’re getting the best return on investment, ROI.

 

Performance Tracking

Digital marketing professionals use advanced analytics to monitor your ads’ performance and make data-driven improvements. This yields highly effective use of your ad dollars.

 

Compliance and Verification

Specialists can guide you through Google’s verification process, ensuring your business meets all requirements for the “Google Guaranteed” badge.

 

Competitive Edge

With their industry knowledge, marketing experts can help you stand out in a crowded market by highlighting your unique selling propositions.

 

Holistic Strategy

A digital marketing specialist can integrate LSAs into a broader online marketing strategy, including SEO, content marketing, and social media efforts. They can make sure your market-facing brand is consistent across your website and social media, so you look your most professional.

 

Are You Ready to Harness The Power of Google LSAs?

Google Local Service Ads represent a powerful opportunity for small businesses to attract more customers and grow their local presence. By leveraging the power of Google Local Service Ads with professional guidance, your small business can compete effectively, attract more high-quality leads, and achieve sustainable growth in your local market. 

When you decide to step into this game-changing opportunity, consider consulting with a marketing expert to maximize the potential benefits of Google Local Service Ads. However, to truly harness their potential, it’s crucial to partner with a digital marketing specialist. It could mean the difference between a modest bump in sales and a transformative boost to your business’s online visibility and customer acquisition.

 

3 Easy Marketing Tips for Spa and Salon Owners

· ·

 

As a health spa and salon owner, you understand the importance of attracting new clients while keeping existing ones returning regularly. Effective marketing strategies can help you achieve both goals. Here are four tips to help you attract new clients who need your services and increase loyalty among existing clients:

 

Create Irresistible Offers

One of the most effective ways to attract new clients is to offer irresistible deals and promotions. Consider offering a discounted package for first-time clients, a referral program that rewards clients for bringing in new business, or seasonal promotions tied to holidays or events. These offers not only attract new clients but also encourage existing clients to return for more services. You can hire a marketer to run email campaigns with special offers and flash sales.

 

Leverage the Power of Social Media

Social media platforms like Instagram, Facebook, and TikTok are powerful tools for reaching and engaging with potential clients. Share visually appealing content such as photos and videos of your spa and salon services, behind-the-scenes glimpses of your team in action, and client testimonials. Engage with your audience by responding to comments and messages promptly and by hosting interactive contests and giveaways to increase visibility and attract new clients.

 

Provide Exceptional Customer Service

Excellent customer service is key to retaining loyal clients and attracting new ones through word-of-mouth referrals. Train your staff to go above and beyond to exceed client expectations. By creating a positive and memorable experience for every client, you can build a loyal customer base that will keep coming back for more. Offer a customer loyalty program or give a free birthday gift to clients who are on your email list. It really doesn’t take much to make someone feel special or let them know you appreciate them.

 

You will need a combination of strategic planning, creativity, and a focus on customer satisfaction to effectively market your health spa and salon. By creating irresistible offers, showcasing your expertise, leveraging social media, and providing exceptional customer service, you can attract new clients who need your services and increase loyalty among existing clients. Hiring an experienced marketer to manage your marketing will accelerate your ability to see your spa and salon thrive.

 

8 Ways to Effectively Market Your Physical Therapy Practice

· ·

As a physical therapist, your passion lies in helping people regain mobility and improve their quality of life. However, to make a meaningful impact, you need a steady stream of clients seeking your services. Effective marketing is the key to attracting new clients and growing your practice. Here are some marketing strategies to consider using to grow your physical therapy practice:

 

Define Your Unique Value Proposition

Before you can effectively market your services, you need to understand what sets your practice apart by defining your unique value proposition (UVP). What makes you different from other physical therapists in your area? Whether it’s your specialized expertise, innovative techniques, or personalized approach, your UVP will form the foundation of your marketing messages.

 

Build a Strong Online Presence

Having a strong online presence is essential. Create a professional website that showcases your services, expertise, and testimonials from satisfied clients. Optimize your website for search engine optimization (SEO). This way, potential clients can easily find you when they search for physical therapy services in your area. Allocate a budget for this. It’s not inexpensive, but it is very effective and necessary today.

 

Leverage Social Media and Reviews

Social media platforms like Facebook, Instagram, and LinkedIn can be powerful tools for reaching and engaging with potential clients. Share informative content, success stories, and tips for staying healthy and active. Encourage satisfied clients to leave reviews and share their experiences. People rely on reviews when deciding to book an appointment with you. A good marketer can help you grow your 5-star reviews and use them to promote your business and attract new clients.

 

Build Referral Relationships

Build relationships with healthcare providers, such as physicians, chiropractors, and sports medicine specialists, who can refer patients to your practice. Provide them with educational materials and updates on your services to keep your practice top of mind. You can reach out to local practitioners or connect with them through membership in your local Chamber of Commerce. 

 

Offer Workshops and Seminars

Host a monthly free workshop or seminar on topics related to physical therapy, such as injury prevention, rehabilitation exercises, or managing chronic pain. This positions you as an expert in your field and lets potential clients get to know and trust you. You can host these in person or stream them live through Zoom, Google Meets, Eventbrite, and social media. If you deploy your workshops live, you can record them and create a learning library you can make available for free on YouTube.

 

Be Visible in Your Community

Get involved in community events, health fairs, and local sports teams to raise awareness about your practice. Sponsor local events or sports teams to increase your visibility and show your support for the community. Consider joining your local Chamber  or another networking group that focuses on driving referrals to the members.

 

Invest in Online Advertising

Consider investing in online advertising, such as Google Ads or Facebook Ads, to reach a larger audience. Target your ads to specific demographics, such as age, location, and interests, to maximize their effectiveness. Establish a budget and get the assistance of an experienced marketer to optimize the money you spend. Ads need to be adjusted to drive the desired results. Be aware that it takes time to get results; online advertising can be expensive and will take time to be generate revenue. 

 

Offer Special Promotions or Discounts

To attract new clients, consider offering special promotions or discounts, such as a free initial consultation or a discount on a package of sessions. You can also make offers to current clients for sending you referrals.

 

Marketing your physical therapy practice requires a combination of strategy, creativity, and persistence. By defining your UVP, building a strong online presence, leveraging social media, and engaging with the community, you can attract new clients who need your physical therapy services. With guidance from an experienced marketing pro who identifies the right marketing strategies, you can unlock the full potential of your practice and help more people on their journey to recovery and wellness.

3 Effective Marketing Strategies for Healthcare Consultants

· ·

As the population continues to age, the demand for geriatric healthcare services is on the rise. Geriatric healthcare consultants play a crucial role in helping aging individuals and their families navigate the complex healthcare system and make informed decisions about their care. However, reaching and connecting with this audience can be challenging. Here are three effective marketing strategies for geriatric healthcare consultants to reach out to an aging population and their family caregivers:

 

Educational Workshops and Webinars

Hosting educational workshops and webinars is an excellent way for geriatric healthcare consultants to showcase their expertise and provide valuable information to the community. Topics could include understanding Medicare, managing chronic conditions, navigating long-term care options, and tips for healthy aging. By offering these workshops for free or at a nominal fee, consultants can attract a larger audience and establish themselves as trusted authorities in geriatric care.

 

Promoting these events online and using the right public relations (PR) strategy is key to getting the word out and filling seats. Using a marketing professional with event planning and PR experience will make this initiative easier and more successful.

 

Digital Marketing and Content Creation

In today’s digital age, having a strong online presence is essential for reaching a wider audience. Geriatric healthcare consultants can use digital marketing strategies such as search engine optimization (SEO), social media marketing, and content creation to reach out to potential clients. Creating informative blog posts, articles, and videos on topics related to geriatric care can not only attract traffic to their website but also demonstrate their expertise and provide valuable resources to those in need.

 

This particular strategy is generally outside the wheelhouse of a non-marketing professional. Therefore, seeking the services of an experienced marketer to plan and implement the right digital marketing mix is a good decision. 

 

Collaboration with Healthcare Providers and Senior Centers

Building relationships with healthcare providers and senior centers can be a fruitful marketing strategy for geriatric healthcare consultants. By offering to conduct informational sessions or providing consulting services to these organizations, consultants can gain access to a larger audience of potential clients. Additionally, healthcare providers and senior centers can refer their patients or members to the consultants, establishing a mutually beneficial relationship.

 

This type of activity is probably quite easy for a geriatric healthcare consultant who is able to have compassionate conversations and use their well-honed listening skills. Following up with contacts and staying “top of mind” to cultivate those valuable referrals can be time consuming. A marketer can help you build and maintain a marketing list of contacts and use the right software to keep in touch with them regularly. It’s important to know when to put your energy into building your connections and placing the marketing in the hands of a marketing professional.

 

Navigating the complex healthcare system can be overwhelming, especially for non-healthcare professionals. Geriatric healthcare consultants play a vital role in helping individuals and families make informed decisions about their care. By implementing these marketing strategies, consultants can effectively reach out to an aging population and their family caregivers, offering them the support and guidance they need to navigate the complexities of geriatric care.

 

3 Ways a Law Firm Can Grow Client Engagements

· ·

Law firms are constantly seeking innovative ways to attract new clients and stand out from the crowd. With the rapid evolution of digital marketing and client expectations, staying ahead of the curve is crucial. Here are three recent marketing trends that are proving highly effective at generating new client engagements for law firms.

 

Video Marketing

Video has become one of the most powerful tools in a law firm’s marketing arsenal. With the rise of platforms like YouTube, TikTok, and LinkedIn, law firms are leveraging video content to engage with their audience in a more personal and dynamic way. From client testimonials and educational videos to live streams and virtual tours, video content allows law firms to showcase their expertise, build trust, and connect with potential clients on a deeper level. Moreover, videos tend to perform better on social media and search engines, increasing the firm’s visibility and reach.

 

Personalized Content

In today’s digital age, consumers expect personalized experiences, and law firms are no exception. By leveraging data analytics and automation tools, law firms can create highly targeted and personalized content that resonates with their audience. This includes personalized email campaigns, tailored social media content, and customized landing pages. Personalization not only helps law firms stand out in a crowded market but also enhances the client experience, leading to higher engagement and conversion rates.

 

Voice Search Optimization

With the increasing popularity of voice-activated devices like Amazon Echo and Google Home, voice search optimization has become a game-changer for law firm marketing. By optimizing their website and content for voice search queries, law firms can improve their visibility in voice search results and attract new clients who use voice search to find legal services. This includes using natural language keywords, creating FAQ pages, and ensuring that their website is mobile-friendly.

 

These three marketing trends are revolutionizing the way law firms attract and engage with clients. By integrating video marketing, personalized content, and voice search optimization into their marketing plan, law firms can stay ahead of the competition and position themselves as industry leaders in today’s digital age.

Marketing Starts with These 3 Steps

· ·

 

For small businesses navigating the competitive landscape on a tight budget, establishing a strong and memorable brand presence is not only a challenge but a strategic necessity. By employing cost-effective methods, start-ups can create a brand identity that resonates with their target audience. Don’t know where to start? Start with these three action items to get your business up and running.

 

Brand Positioning

Clearly defining your brand’s unique positioning in the market is the first step. Identify what sets your small business apart and communicate it consistently. This could be exceptional customer service, a commitment to sustainability, or innovative products. A strong brand position helps build recognition and loyalty.

 

Logo Design

Crafting a memorable logo doesn’t have to be a costly affair. Utilize online design tools or freelance platforms to create a visually appealing and meaningful logo. Keep it simple, scalable, and reflective of your brand’s personality. A well-designed logo can leave a lasting impression and serve as a visual anchor for your brand.

 

Unique Value Proposition (UVP)

Clearly articulate what makes your product or service indispensable. Craft a unique value proposition that addresses the specific needs of your target audience. This can be a combination of quality, affordability, or a distinctive feature that competitors lack.

 

Building success for a small business on a budget requires strategic thinking and creativity. By focusing on brand positioning, logo design, and a unique value proposition, you can cultivate a brand identity that resonates with your audience and establish a foundation for long-term success.

5 Effective Marketing Methods for Start-ups and Small Businesses

· ·

 

Start-ups and small businesses need to market hard in the beginning to establish themselves. Once the groundwork is done, they can quickly move into a phase of marketing to exponentially drive visibility and focus on growing revenues. 

 

You are a start-up or small growing business that has established your brand positioning, designed a killer logo, and clearly articulated your unique value proposition. Now, you can implement effective marketing strategies on your own or with the guidance of an Outsourced Marketing service. Here are five marketing strategies and tactics you can explore. 

 

Storytelling

Every business has a story. Share yours. Storytelling is a powerful tool for connecting with your audience emotionally. Highlight the journey, values, and mission behind your small business. Authentic and relatable narratives resonate with consumers, fostering a sense of connection and loyalty.

 

Social Media on a Shoestring

Leveraging social media is a cost-effective way to build brand presence. Choose platforms relevant to your audience, create engaging content, and interact with your followers. Consistency is key. Showcase your brand’s personality and values to foster a genuine connection.

 

Community Engagement

Engaging with the local community builds a strong brand presence. Sponsor local events, participate in community initiatives, or collaborate with nearby businesses. Community involvement creates a positive association with your brand and establishes a sense of trust.

 

Grassroots Marketing

Think creatively about grassroots marketing efforts. Utilize guerrilla marketing tactics, such as street art or sidewalk chalk, to create buzz locally. Encourage word-of-mouth marketing by providing excellent customer experiences that customers are eager to share.

 

Share Success Stories

Consider the success of brands like Warby Parker, which disrupted the eyewear industry by offering affordable, stylish glasses online. Dollar Shave Club used humor and a direct-to-consumer model to build a thriving brand without a massive marketing budget. These examples illustrate the potential for small businesses to make a significant impact with strategic brand-building efforts.

 

It’s so important to keep your marketing momentum going. Consistency is key to winning the attention of prospective customers. Following a strategy that fits your brand identity will make marketing your business easier and help you focus your budget dollars on meaningful tactics. It is important to focus on long-term success. 

 

When you’re ready to hand off the marketing so you can focus on your operations, consider outsourcing your marketing. It’s a cost-effective way to bring experienced marketing resources into your business without adding to your payroll expenses. 

Content Marketing is Vital for Your Start-Up

· · Leave a Comment

Building a distinctive brand identity and engaging with a target audience are critical elements for success. Content marketing emerges as a powerful ally in achieving these objectives, serving as a conduit for communication and connection. Let’s explore why content marketing is indispensable for start-ups and how it can be harnessed effectively.

Content Strategy

A well-defined content strategy serves as the roadmap for a start-up’s digital presence. It involves understanding the target audience, defining goals, and outlining the key messages the brand wants to convey. By aligning content creation with business objectives, start-ups can deliver a cohesive and impactful narrative.

High-Quality, Valuable Content

Quality content is the cornerstone of effective content marketing. Start-ups must focus on producing content that not only captivates their audience but also provides value. Whether it’s blog posts, videos, or infographics, the content should be informative, relevant, and tailored to address the needs and interests of the target audience.

Different Content Formats

Diversifying content formats allows start-ups to reach a broader audience with varying preferences. Blog posts can establish authority, videos can enhance engagement, and infographics can simplify complex information. By embracing a mix of content types, start-ups create a well-rounded digital presence that caters to different audience segments.

Measuring Content Marketing Success

Analyzing the performance of content marketing efforts is vital for refining strategies and maximizing impact. Metrics such as website traffic, social media engagement, and lead generation provide insights into the effectiveness of the content. Start-ups should continuously evaluate performance and adapt their approach based on data-driven results.

 

Working with a content marketing specialist can help you create a consistent stream of valuable content and free up your time to run your business. Reach out the JMK MARCOMM to find out how content generation can help you grow your business.

5 Digital Marketing Strategies for Start-ups

· ·

Start-ups face exciting opportunities and formidable challenges. Crafting a robust digital marketing strategy is indispensable for gaining a competitive edge, building brand awareness, and driving conversions. Let’s delve into five essential pillars of digital marketing that can empower start-ups on their journey to success.

Social Media Marketing
In the age of connectivity, social media is a powerhouse for start-ups aiming to connect with their target audience. Establishing a strong presence on platforms like Facebook, Instagram, Twitter, and LinkedIn is crucial. Regular, engaging content and authentic interactions can foster a community around the brand. Utilizing targeted ads helps amplify reach, ensuring that the message reaches the right audience.

Search Engine Optimization (SEO)
SEO is the backbone of online visibility. Start-ups should optimize their websites for search engines to rank higher in search results. Keyword research, high-quality content creation, and on-page optimization are vital components. Consistent blogging not only keeps the website content fresh but also helps in attracting organic traffic. A solid SEO strategy ensures that potential customers find the start-up when searching for relevant products or services.

Content Marketing
Compelling content is at the heart of any successful digital marketing strategy. By producing valuable and relevant content through blog posts, infographics, videos, and more, start-ups can position themselves as industry experts. Sharing this content across various channels, including social media and email, helps in building credibility and attracting a loyal audience.

Email Marketing
Despite the emergence of newer marketing channels, email remains a potent tool for communication. Start-ups can leverage email marketing to nurture leads, share updates, and promote products or services. Personalized and targeted email campaigns resonate well with the audience. Building an email subscriber list enables direct communication with potential customers, fostering long-term relationships.

Paid Advertising
Investing in paid advertising can provide an immediate boost to a start-up’s visibility. Platforms like Google Ads and social media advertising offer highly targeted options. Start-ups can allocate budgets wisely to reach specific demographics, increasing the chances of converting leads into customers. Analyzing campaign performance and refining strategies based on data insights is crucial for optimizing return on investment.

A successful digital marketing strategy for start-ups involves a harmonious blend of social media marketing, SEO, content marketing, email marketing, and paid advertising. By strategically implementing these pillars, start-ups can not only build brand awareness but also attract and retain customers, ultimately driving conversions. In the dynamic landscape of digital marketing, adaptability and continuous refinement of strategies are key to staying ahead and achieving sustainable growth.

 

3 Marketing Strategies for Startups

· ·

Start-ups face a daunting challenge establishing their presence amidst fierce competition. Connecticut has been seeing nearly 1,000 new business starts per month for the past two years. That translates to a need to establish visibility, a strong brand, and attract customers.

 

In this digital age, where attention spans are shorter than ever, effective marketing strategies can be the key to propelling a start-up into the spotlight. Here, we delve into three marketing strategies that can help start-ups build success in the competitive market.

 

Make Content Marketing Your Superpower

 

Content marketing stands out as a powerful strategy for start-ups. By creating valuable and relevant content, start-ups can position themselves as industry experts and build trust with their target audience. A well-executed content marketing plan involves the creation and distribution of various forms of content, including blog posts, articles, videos, and infographics.

 

Start-ups can leverage content marketing to showcase their expertise, educate their audience, and address pain points that their products or services can solve. A consistently updated blog can be the cornerstone of this strategy, serving as a platform to share insights, industry trends, and success stories. Social media platforms provide additional avenues for sharing content and engaging with the audience.

 

Furthermore, search engine optimization (SEO) plays a crucial role in content marketing. By optimizing content for relevant keywords, start-ups can improve their visibility on search engine results pages, attracting organic traffic and potential customers.

 

Harness the Potential of Social Media 

 

Social media has become an integral part of our daily lives, making it a treasure trove for start-ups looking to connect with their audience. Social media marketing involves creating and sharing content on social platforms to increase brand awareness, drive website traffic, and generate leads.

 

Start-ups should identify the social media platforms most frequented by their target audience and tailor their content accordingly. Visual content, such as images and videos, tends to perform well on platforms like Instagram and Facebook, while Twitter and LinkedIn may be more suitable for concise and professional updates.

 

Engagement is the key to success in social media marketing. Responding to comments, participating in conversations, and running contests or giveaways can foster a sense of community around the brand. Paid social advertising also offers an effective way for start-ups to reach a wider audience and target specific demographics.

 

Implement Influencer Marketing

 

Influencer marketing has emerged as a formidable force in the marketing realm, especially for start-ups looking to tap into established audiences. According to survey data results published on IZEA, 50% of all respondents made a purchase after seeing a product used by an influencer.

 

Collaborating with influencers – individuals with a significant following on social media or in specific industries – can provide start-ups with access to a ready-made and engaged audience.

 

The key to successful influencer marketing lies in finding influencers whose values align with the brand. Authenticity is paramount, and audiences are more likely to respond positively to endorsements that feel genuine. Start-ups can leverage influencers to create sponsored content, share product reviews, or even host giveaways, amplifying their reach and credibility.

 

The journey of a start-up is undoubtedly challenging, but with the right marketing strategies, they can pave a path to success. By embracing content marketing, social media marketing, and influencer marketing, start-ups can build a solid foundation for brand growth and customer acquisition. As the digital landscape continues to evolve, staying adaptable and innovative in marketing approaches will be key to long-term success.

Boost Your Website Traffic by 55 Percent

· ·

For new businesses, establishing an online presence is crucial for success. A well-designed website is not just a digital business card. It is a gateway to potential customers, partners, and opportunities. Merely having a website is not enough. It is essential to drive traffic to your website. Here are three ways to achieve that.

 

1. Leverage the Power of Content Marketing

Content is supreme ruler, and this holds true in the realm of online marketing. Creating high-quality, relevant, and engaging content is a powerful way to attract and retain visitors. Start by developing a blog on your website where you can share insightful articles, industry news, and tips related to your business. This not only positions your start-up as an authority in your niche but also provides valuable information to your audience.

 

Businesses that publish blogs get 55% more traffic and 97% more links to their website according to data gathered from Hubspot.

 

Additionally, diversify your content across various formats such as videos, infographics, and podcasts to cater to different audience preferences. Regularly updating your content not only keeps your website fresh but also signals to search engines that your site is active and relevant, which can positively impact your search engine rankings.

 

Promote your content through social media channels to extend its reach. Engage with your audience, respond to comments, and encourage them to share your content. A well-executed content marketing strategy not only drives traffic but also builds a loyal audience that is more likely to convert into customers.

 

2. Optimize for Search Engines (SEO)

Search Engine Optimization (SEO) is a fundamental aspect of driving organic traffic to your website. When people search for products or services related to your business, you want your website to appear at the top of search engine results. To achieve this, optimize your website for relevant keywords by conducting thorough keyword research.

 

Include these keywords strategically in your website’s content, meta tags, and headers. Ensure that your website is user-friendly, with a clean and responsive design, as user experience is a crucial factor in search engine rankings.

 

Backlinks from reputable websites also play a significant role in SEO. Build relationships with other businesses and industry influencers and seek opportunities for guest blogging or collaborative projects that can lead to valuable backlinks to your site.

 

Regularly monitor your website’s performance using tools like Google Analytics to track visitor behavior, identify popular pages, and optimize your content accordingly. SEO is an ongoing process, and staying updated with algorithm changes and adapting your strategy accordingly is key to long-term success.

 

3. Engage in Social Media Marketing

Social media platforms are powerful tools for driving traffic and building brand awareness. Identify the platforms where your target audience is most active and create a consistent and engaging presence. Share a mix of promotional content, industry news, and user-generated content to keep your audience interested.

 

Utilize paid advertising options on platforms like Facebook, Instagram, and Twitter to reach a wider audience. Social media ads allow you to target specific demographics, ensuring that your content is seen by those most likely to be interested in your products or services.

 

Encourage social sharing by creating shareable and visually appealing content. Contests, giveaways, and interactive posts can also boost engagement and help spread the word about your start-up.

 

A successful website traffic strategy involves a combination of content marketing, SEO, and social media marketing. By creating valuable content, optimizing for search engines, and engaging with your audience on social media, you can drive targeted traffic to your website and establish a solid foundation for sustainable growth. Remember, consistency and adaptability are key in the ever-evolving landscape of digital marketing.

 

Ongoing Prospecting Fuels Business Growth

· ·

Prospecting is the lifeblood of any successful business. It’s the process of identifying and cultivating potential customers or clients who have a genuine interest in your products or services. While it’s an integral part of any sales and marketing strategy, its significance extends far beyond the immediate sales cycle. 

 

Even if you have a steady base of clients, you can lose them at any time. Businesses are sold, close, downsize, and relocate all the time. It takes time to replace that lost revenue. There are many reasons why prospecting is essential for keeping your business growing and thriving. Here are just a few of them.

 

Prospecting ensures a consistent flow of leads into your sales funnel. Without a steady stream of new prospects, your business risks stagnation. Over time, your existing customer base may change their needs, move on, or become more challenging to retain. Prospecting allows you to replenish and expand your pool of potential customers, keeping your business agile and adaptable.

 

Prospecting mitigates unexpected revenue loss. Over-reliance on a few key customers can be a risky strategy. If one major client decides to take their business elsewhere, it can have a devastating impact on your revenue. Prospecting helps diversify your client base, reducing the risk associated with depending on a small number of customers. When you have a broad and varied customer portfolio, you’re better equipped to weather economic downturns or unexpected market shifts.

 

Staying competitive and visible is critical. The business landscape is ever-evolving, and your competitors are continually vying for your customers. To remain competitive, you need to actively seek out new prospects and stay relevant in your industry. Prospecting keeps you in the game, allowing you to identify potential clients before your competitors do and position your business as a leader in your field.

 

Active prospecting opens doors to innovation and growth opportunities. Engaging with new potential clients often exposes you to different perspectives, needs, and challenges. This exposure can spark new ideas and drive innovation within your business. Prospecting can lead to the development of new products or services tailored to meet the demands of a changing market.

 

You increase brand visibility when you reach out to potential customers. Even if prospects don’t immediately convert into clients, they become familiar with your brand. This recognition can pay off in the long run as they may turn to your business when their needs align with your offerings. Consistent prospecting ensures that your brand remains on the radar of potential customers.

 

Prospecting helps you allocate your resources more effectively. When you have a clear understanding of your potential clients and their needs, you can tailor your marketing efforts and sales strategies accordingly. This targeted approach allows you to maximize your marketing budget and sales team’s efforts, increasing efficiency and return on investment.

 

Long-term relationship building is a big benefit. Effective prospecting isn’t just about short-term sales; it’s also about building long-term relationships. By identifying and nurturing potential clients, you’re investing in future business growth. These prospects may become loyal customers, providing ongoing revenue and referrals to your business.

 

Prospecting helps you stay attuned to market trends and shifts in customer preferences. As you engage with prospects, you gain insights into what they’re looking for and how the market is evolving. This knowledge can inform your product development, marketing strategies, and customer service, helping you remain relevant in a rapidly changing business environment.

 

Prospecting isn’t just a sales tactic. It’s a fundamental component of a successful and growing business. To keep your business growing and thriving, make prospecting a core part of your strategy and invest the time and resources required to do it well.

Marketing as a Catalyst to Employee Engagement

· ·

In today’s fast-paced world and tight labor market, employee engagement is a critical factor for a company’s success. Engaged employees are more productive, loyal, and enthusiastic about their work, which ultimately leads to improved business outcomes. Marketing directors, with their creative and strategic skills, can play a pivotal role in enhancing employee engagement. In this article, we will explore how marketing directors can utilize various initiatives like forming employee committees, creating short videos, and conducting surveys to foster a more engaged workforce.

 

The Role of a Marketing Director in Employee Engagement

Marketing directors are typically responsible for promoting a company’s products or services to external audiences. However, their skills in communication, creativity, and engagement can also be harnessed internally to boost employee morale and satisfaction. Engaged employees are not only happier but also act as brand ambassadors, promoting the company’s values and culture to the outside world.

 

Forming an Employee Committee

One effective way for marketing directors to enhance employee engagement is by forming an employee committee responsible for organizing company and community events. This committee should consist of volunteers from various departments to ensure diverse perspectives and interests are considered. The committee’s role is to plan, execute, and evaluate events that bring employees together, both inside and outside the workplace.

 

Let’s review some of the benefits of an Employee Committee.

 

  1. Inclusivity: Involving employees in event planning ensures that activities cater to a broader range of interests, making everyone feel included.
  2. Community Engagement: By extending events to the local community, the company can build stronger connections and goodwill with its neighbors.
  3. Team Building: Collaborative event planning fosters teamwork among employees, promoting a positive working environment.
  4. Employee Empowerment: Giving employees the responsibility to organize events empowers them, boosting their confidence and sense of ownership in the company’s success.

 

Short Videos in Canva: Recapping Fun Events and Picnics

Consumers are watching more video content. Because employees are watching more videos outside of work, using it work communications should be seamless. Visual content is a powerful tool for engagement, and marketing directors can leverage it to create short videos that recap fun events and picnics. Platforms like Canva offer user-friendly video editing tools, making it accessible even for those without extensive video production experience.

 

Four Benefits of Short Recap Videos

  1. Memorable Moments: Videos capture the essence of events, allowing employees to relive the fun moments and share them with others.
  2. Remote Accessibility: In today’s remote or hybrid work environments, videos can bridge the gap by providing a visual connection to on-site events.
  3. Brand Advocacy: Encourage employees to share these videos on their personal social media profiles, turning them into brand advocates.
  4. Continuous Engagement: Keep the excitement alive by regularly releasing videos, fostering anticipation for future events.

 

Running Surveys in Mailchimp to Gather Feedback

Feedback is crucial for improvement. Marketing directors can use email marketing platforms like Mailchimp to create and distribute surveys that gather feedback from employees. These surveys can cover various aspects of the work environment, including events, communication, and overall job satisfaction.

 

Four Benefits of Employee Surveys.

  1. Data-Driven Decisions: Surveys provide quantifiable data that can guide decision-making and help marketing directors understand areas that require improvement.
  2. Employee Voice: Giving employees a platform to voice their opinions demonstrates that their feedback is valued, enhancing their sense of belonging.
  3. Customization: Surveys can be tailored to specific topics or events, allowing for targeted feedback collection.
  4. Measurable Progress: Regular surveys create a baseline and enable tracking of progress in enhancing employee engagement over time.

 

Successful Implementation and Best Practices

To effectively enhance employee engagement through these initiatives, marketing directors should follow some best practices.

 

  1. Collaboration and Inclusivity

Collaborate with HR, department heads, and employees themselves when implementing these strategies. Inclusivity ensures that all voices are heard and that initiatives are aligned with the company’s culture and values.

  1. Clear Communication

Transparent and consistent communication is key. Keep employees informed about the purpose and benefits of the initiatives, and regularly share the results of surveys and the impact of events.

  1. Flexibility and Adaptability

Be open to feedback and be willing to adjust strategies based on employee input and changing circumstances. Flexibility allows for the evolution of engagement initiatives over time.

  1. Celebration of Success

Recognize and celebrate the success of these initiatives by acknowledging the hard work of the employee committee, showcasing positive survey results, and highlighting the impact on the company’s culture.

 

Measuring the Impact

To determine the effectiveness of these engagement initiatives, marketing directors should establish key performance indicators (KPIs) and track them over time. Some relevant KPIs might include:

  1. Employee Satisfaction Scores: Regularly measure employee satisfaction through surveys and monitor changes over time.
  2. Participation Rates: Track employee participation in events organized by the employee committee.
  3. Social Media Engagement: Monitor the engagement and reach of the recap videos when shared on social media platforms.
  4. Retention Rates: Keep an eye on employee turnover rates as a potential indicator of engagement levels.
  5. Employee Advocacy: Measure the number of employees actively sharing company-related content on their personal social media channels.

 

Those who step into the role of Marketing Director have a unique set of skills that can be harnessed to enhance employee engagement. By forming employee committees, creating engaging recap videos, and conducting surveys, marketing directors can foster a more inclusive and enthusiastic work environment. 

 

Remember that employee engagement is an ongoing process, and success depends on collaboration, communication, and a commitment to continuous improvement. As marketing directors invest in these initiatives, they not only improve employee satisfaction but also contribute to a stronger and more vibrant company culture.

Six Strategies for Marketing Your Cannabis Businesses

· ·

Cannabis has become a booming industry in recent years, with the legalization of both medical and recreational use in several states across the United States and in many other countries around the world. With such a rapidly growing market, it is essential to have effective marketing strategies in place to help your cannabis business stand out from the competition. In this blog, we’ll explore some of the most effective marketing strategies for cannabis.

At the time this blog was written, there was much media buzz around changing the classification of marijuana from a Schedule I to a Schedule III drug. There are many in the industry who believe it should be treated the same way alcohol is regulated. This is a dynamic and evolving discussion.

Building a strong brand identity is essential for any successful marketing campaign. This is especially important for cannabis businesses, as the industry is still relatively new and there is still a stigma attached to it. A strong brand identity can help to establish trust with customers and make your business more approachable. Ensure that your brand identity is reflected in your website design, social media presence, and marketing materials.

Focusing on social media is one of the most effective ways to reach potential customers in the cannabis industry. Platforms like Instagram and Twitter are great for showcasing products, sharing educational content, and connecting with your audience. However, keep in mind that these platforms have strict guidelines around cannabis-related content, so make sure you are compliant with the rules and regulations.

Influencer marketing can be a powerful tool for promoting your cannabis business. Find influencers in the cannabis space who align with your brand values and have a strong following. They can help you reach a wider audience and build trust with potential customers.

Develop an SEO strategy. Search engine optimization (SEO) is essential for driving organic traffic to your website. Focus on optimizing content and include relevant keywords and phrases, creating quality content, and building backlinks to your site. Be sure your content speaks to cannabis cultivators and micro-cultivators or cannabis medical dispensaries if those are your markets. This will help your website rank higher in search engine results pages and make it easier for potential customers to find your business.

Attending trade shows and events is an excellent way to build visibility and network with industry professionals and potential customers. These events provide a great opportunity to showcase your products, educate attendees, and build relationships. Look for events in your local area and consider sponsoring or exhibiting to get maximum exposure.

Email marketing is a great way to stay connected with your audience and promote your cannabis products. Build a subscriber list and send regular newsletters, promotional offers, and educational content to keep your audience engaged and interested in your brand.

The cannabis industry is a rapidly growing market, and having effective and flexible marketing strategies in place is essential for success. By building a strong brand identity, focusing on social media marketing, leveraging influencer marketing, developing an SEO strategy, attending trade shows and events, and utilizing email marketing, you can position your cannabis business for success and stand out from the competition.

Keep in mind that these strategies are not mutually exclusive, and they work best when used in conjunction with each other. Developing a comprehensive marketing plan that includes multiple strategies is crucial to achieve maximum impact and grow your cannabis business.

10 Ways to Supercharge Your Business with Testimonials

· ·

When it comes to building trust and credibility for your business, nothing speaks louder than customer testimonials. Testimonials are powerful tools that can significantly impact your potential customers’ decision-making process. According to a survey by BrightLocal, 91% of consumers aged 18-34 trust online reviews as much as personal recommendations. 

Here are the Top 10 ways to leverage testimonials to grow your business.

1. Showcase on Your Website Homepage

Feature compelling testimonials prominently on your website’s homepage. This will be one of the first things visitors see when they land on your site, building trust and credibility right from the start.

2. Create a Testimonials Page

Dedicate a page on your website solely to showcase customer testimonials. This will allow visitors to see a collection of positive feedback from your satisfied customers.

3. Use Video Testimonials

Video testimonials are more engaging and authentic. According to Wyzowl, 79% of consumers prefer watching a video to learn about a product rather than reading text.

4. Share on Social Media

Spread the word about your happy customers by sharing testimonials on your social media platforms. Positive customer experiences can attract new followers and potential customers.

5. Include in Email Marketing

Incorporate testimonials in your email marketing campaigns. Seeing positive feedback can encourage recipients to take the desired action.

6. Feature in Case Studies

Use testimonials in case studies to demonstrate real-life success stories and how your products or services have helped customers achieve their goals.

7. Highlight in Ads

Incorporate snippets of testimonials in your online and print advertisements to increase the credibility of your offerings.

8. Include in Sales Pitches

Share relevant testimonials during sales pitches to build confidence in your product or service.

9. Request Reviews on Review Sites

Encourage satisfied customers to leave reviews on popular review sites like Google, Yelp, or Trustpilot. Positive reviews can boost your online reputation and influence potential customers.

10. Gather Testimonials from Different Customers

Collect testimonials from various customers representing different demographics, industries, or use cases. This will appeal to a broader audience and demonstrate the versatility of your offerings.

Testimonials are an invaluable asset for any business looking to grow its customer base and reputation. They provide social proof and instill confidence in potential customers. By utilizing testimonials across various channels, you can establish credibility, increase trust, and ultimately drive business growth. Embrace the power of testimonials today and supercharge your business.

Storytelling Inspires Donors to Give

· · Leave a Comment

In a world bursting with information and constant distractions, it's no secret that non-profit organizations often struggle to capture public attention. The lack of visibility can create significant hurdles for these noble endeavors, hindering their fundraising efforts and impeding their ability to reach their target audience. But fear not, for there is a potent tool that can cut through the noise and awaken the hearts of the masses – the power of emotional messaging.

Statistics that Move the Soul

    • 92% of people are more likely to remember a message if it evokes a strong emotional response.
    • Emotional messaging can increase donation rates by up to 300%.
    • In a study of 1,000 non-profit campaigns, those with emotionally compelling content experienced a 47% increase in shares on social media.
    • Non-profit organizations that effectively tap into emotions are 3 times more likely to inspire long-term donor loyalty.

Empathy: Harnessing Emotion as the Key to Connection

Emotionally-driven messages that appeal to our shared humanity are more likely to resonate with the public. By crafting narratives that evoke empathy, non-profits can bridge the gap between their mission and the hearts of potential supporters.

Example: Picture a hungry child, their innocent eyes reflecting a world of missed opportunities. Your support can transform their future. Join us in the fight against hunger today.

Stories that Inspire Action and Urgency

Personal stories have the power to ignite passion and inspire action. Non-profit organizations can harness this by sharing real-life accounts that highlight the impact of their work. By showcasing the transformative journeys of those they've helped, they can paint a vivid picture of the change they seek.

Example: Meet Sarah, a survivor of domestic violence who found refuge in our shelter. With your support, we can provide a safe haven for countless others like her. Together, we can break the chains of abuse and rebuild lives.

Statistics show that messages that create a sense of urgency are more likely to spur individuals into action. Non-profits can leverage this by emphasizing the immediate need for support, showcasing the tangible and immediate impact that donations can make.

Example: The clock is ticking for endangered species. Join us in protecting their habitats and preserving the wonders of our world. Every second counts.

Gratitude: The Power of Recognition

Acknowledging the contributions of donors and supporters can nurture a sense of belonging and encourage long-term engagement. Non-profit organizations can express gratitude through personalized messages, public acknowledgments, and sharing success stories that showcase the collective effort.

Example: Thanks to your incredible support, we surpassed our fundraising goal and changed the lives of 1,000 children. We couldn't have done it without you. Together, we are a force for good.

In a world where attention is hard to come by, non-profit organizations need to utilize the potency of emotional messaging to amplify their voices and raise public awareness.

By appealing to individuals' hearts and souls, they can overcome obstacles, motivate action, and attain the support required to accomplish their objectives. Joining forces, displaying empathy, and igniting a transformational movement will enhance people's lives and pave the way for a brighter future for everyone.

Any nonprofit organization looking to engage and inspire donors to action can use these three storytelling methods. Storytelling using empathy, inspiring action, and illustrating gratitude are powerful ways to achieve funding objectives.

Harnessing the Power of Emotion in Nonprofit Marketing

· ·

In a world where numerous causes compete for recognition, nonprofit organizations often struggle to gain public attention. This lack of visibility hinders their fundraising efforts and limits their impact on the target audience. Therefore, nonprofits must construct marketing messages that stir emotions and aspirations, effectively captivating the public’s sentiments and thoughts. Let us explore the strategies behind passionate messaging that drives change and transforms lives in this competitive landscape.

The Impact of Emotion on Engagement

Studies have shown that emotionally driven messages are more likely to resonate with individuals and inspire action. According to research conducted by Stanford University, emotionally charged stories can increase fundraising efforts by up to 300%. When nonprofit organizations tap into the power of emotions like empathy, hope, and compassion, they create a connection that moves people to support their cause.

The Role of Desire in Mobilizing Support

Desire is a potent force that can drive individuals to take action. Nonprofits can harness this power by creating messaging that ignites a sense of longing for a better world. A study by the University of Pennsylvania found that messaging that appeals to the desire for social change and personal fulfillment can significantly increase engagement and donations. By painting a vivid picture of the impact their work can have, non-profits can inspire people to become advocates and catalysts for change.

Personal Stories as the Building Blocks of Connection

To truly engage the public, nonprofits must go beyond statistics and numbers. Sharing personal stories of individuals whose lives have been transformed by their organization’s work can evoke empathy and create a lasting emotional connection. According to a survey conducted by the Nonprofit Marketing Guide, 63% of donors believe that personal stories are the most compelling aspect of non-profit messaging. By humanizing their cause, non-profits can inspire individuals to become ambassadors and ignite a ripple effect of support.

The Power of Visuals

Visuals play a pivotal role in messaging for nonprofits. A study by the Social Science Research Network revealed that people retain 65% of information when it’s paired with a relevant image, compared to only 10% when the information is presented in text alone. Nonprofits can leverage this statistic by incorporating powerful visuals that evoke emotions and tell a compelling story. From striking photographs to captivating videos, these visual elements have the potential to captivate audiences and leave a lasting impact.

Harnessing the Power of Social Media

In today’s digital age, social media platforms have become indispensable tools for non-profits to amplify their message. With over 4.2 billion active social media users worldwide, these platforms offer an unparalleled opportunity for organizations to generate public awareness. When crafting messages for social media, nonprofits should aim to be concise, emotionally impactful, and shareable. According to a survey by GlobalWebIndex, content that triggers an emotional response is twice as likely to be shared. By creating shareable content, non-profits can extend their reach, mobilize supporters, and create a movement for change.

The path to generating public awareness and interest for non-profit organizations lies in the strategic use of emotion and desire in messaging. By tapping into the power of empathy, crafting compelling narratives, and utilizing visuals and social media platforms effectively, nonprofits can ignite a wave of change that transcends boundaries and transforms lives. Embrace the immense potential of emotionally driven messaging to shed light on the causes that truly matter and make a tangible difference in our world.

Creating campaigns that tap into the best of what your nonprofit organization offers can be powerful. For nonprofits without a full time, experienced marketer on staff, working with a marketing professional for hire is an excellent solution.

Three Marketing Hacks for Your Business

· · Leave a Comment

You know you need to do marketing. You see your competition out there, and you want a piece of the action. Let’s face it, these three marketing hack can help you get a piece of the action and help you stay in business. Don’t know exactly where to start? Worried about overspending on marketing that gives you little or no return?

Here are three marketing hacks for your business that provide inexpensive ways you can market your services or products and provide a good return on your investment.

1. Email Marketing
Email marketing is an effective and cost-efficient way to reach out to potential and existing customers. Use a free or low-cost email marketing tool to create and send regular newsletters, promotions, and other communications. Segment your email list to deliver targeted messages that resonate with your subscribers.

2. Content Marketing
Content marketing is the practice of creating and distributing valuable content to attract and engage a specific target audience. Publish blog articles, social media posts, or videos that provide relevant and useful information to your audience. Share your content on social media and other relevant channels to increase visibility and engagement.

3. Referral Marketing
Referral marketing is a tactic that incentivizes your existing customers to refer new customers to your business. Offer a referral program that rewards customers for referring friends or family to your business. This can be in the form of discounts, free products or services, or other incentives.

Remember, effective marketing is not just about the tactics you choose, It is also about the quality and consistency of your efforts. Take the time to understand your target audience and develop a marketing plan that aligns with your business goals. Continually evaluate and adjust your marketing activities to ensure they meet your objectives and provide the best ROI. Applying these three marketing hacks for your business can help you edge out the competition and attract more customers.

For help developing a marketing plan or implementing your marketing strategies, consider hiring an outsourced marketing director. Outsourcing is a super cost-effective solution. You receive the marketing experience, strategy, and execution you need. It does not add to your payroll expenses and makes managing your cash flow easier with set monthly amounts. Outsourcing your marketing is a win-win. Learn more about our outsource marketing services.  

How Bad Grammar and Spelling Hurt Your Brand

· ·

How important are grammar and spelling in marketing and branding a business? Sometimes overlooked and taken for granted, grammar and spelling have a significant impact on how a company is perceived in the marketplace. There are several ways bad grammar and spelling affect a company’s brand. In a business climate dominated by technology, online searches, and algorithms it is critical to understand how this works.

First Impressions Make or Break a Business
Are first impressions important in business? Your company’s written content is often the first impression potential customers have of your brand. According to BrightLocal, 90% of consumers use the internet to find a business. Errors in grammar and spelling in your website, social media posts, or marketing materials, make your company appear unprofessional and careless. This can make a negative first impression and turn off potential customers from engaging with your brand. It is unlikely they will return to your website. Each incident is a lost opportunity.

Building Credibility and Trustworthiness
How important is credibility and trust to your customers? In the business world, credibility and trustworthiness are crucial elements of building a strong brand. When your written content is riddled with grammatical and spelling errors, it creates doubt in the minds of potential customers. They question your attention to detail and the quality of your products or services. On the other hand, well-written content demonstrates professionalism and attention to detail and enhances your brand’s credibility and trustworthiness.

Brand Consistency
Is consistency important to building a strong brand? Consistency is key to building a strong brand, and this includes your written content. Having a consistent voice and style in your written content helps establish your brand’s identity and makes it easier for customers to recognize and remember your brand. Consistent grammar and spelling can also enhance the readability and effectiveness of your content. It becomes engaging and persuasive and sets you apart from your competitors.

Search Engine Optimization (SEO)
How do search engines help prospects find a business? Search engines like Google, Bing, and Yahoo, use algorithms that analyze the quality and relevance of website content to determine search engine rankings. Poor grammar and spelling can negatively impact your website’s search engine ranking. This makes it harder for potential customers to find your brand.

Well-written, error-free content can improve your website’s Search Engine Results Page (SERP) ranking, increasing your visibility. If you aren’t listed on the first page of search results, that’s a death knell for your business. While the data varies and is often much higher, a conservative 75% of users never click past the first page of search results.

In its survey of over 1,800 people, Tidio learned that 97.2% claim that grammar mistakes affect the perception of a company. Nearly 52% of respondents admit that grammar mistakes can ruin a company’s professional image. Adding to that, nearly 35% believe grammatical errors can affect a company’s credibility.

An analysis run by Website Planet of more than 5,000 site visits over a two-week period confirms that sloppy grammar and spelling are bad for your brand. A website’s bounce rate is determined by the percent of visitors who leave or bounce off after viewing a single page. The analysis showed that the bounce rate was 85 percent higher on landing pages with sloppy spelling and grammar. This compares to bounce rates for correctly written and spell-checked landing pages.

How are grammatical errors and misspellings related to bounce rates? Prospective clients find you by conducting online searches. A high bounce rate is a red flag for Google that a site is not trustworthy. This translates to a lower position for your company in the organic SERPs delivered. If that pushes a company’s listing beyond the first page of results, the likelihood of being seen is very low.

Can proper grammar and correct spelling elevate your brand? Grammar and spelling can have a significant impact on a company’s brand in the marketplace. Attention to detail in written content can improve first impressions, enhance credibility and trustworthiness, establish brand consistency, and improve search engine optimization. By paying attention to these details and prioritizing well-written content, companies can establish a strong brand identity and stand out in the marketplace.

Three Effective Marketing Strategies for Law Firms

· ·

There are many marketing strategies that law firms can use. The most effective are underpinned by a strong marketing plan. Here, we explore three that are focused on driving more engagements, referrals from clients and networking contacts, and revenue.

Why is Content Marketing Important?

Customers expect high-quality, consistent content. Good content helps build visibility for the business and trust in the customer. Content educates and builds brand identity. Law firms can create and share valuable, informative content in blog posts, articles, and videos. They can address common legal questions and concerns their prospective clients are concerned about. This can help establish the firm as a trusted resource in particular practice areas.

How Can Law Firms Use Social Media Marketing?

Law firms can use social media platforms like LinkedIn, Facebook, Instagram, and others to share updates, news, and content. Social media helps the firm engage with potential clients and build a following. It can also direct readers to the law firm’s website. This is where they learn about the attorneys, their experience, and other practice areas of the law firm. Most importantly, social media posts can enhance reader engagement. This happens when a click takes them to the contact form or a button to schedule a consultation. If you capture emails with a lead form, you can build a strong marketing database.

Each social media channel has its own demographics. It is important to match the message to the audience in that channel. For example, LinkedIn is a business audience. LinkedIn is a good place to gain visibility among business owners with legal needs. Learn more about using social media in our blog.

How Can Marketing Support Networking Activities?

Law firm attorneys and staff should attend local events and join industry organizations. They can make connections and build relationships with potential clients and referral sources. Networking is an effective way to build trust and establish credibility. Members of organizations, like BNI or chambers of commerce tend to be loyal to fellow members. This means they are likely to refer business to members.

Marketing can support networking activities in several ways. Marketing clearly defines the value proposition of the firm. It provides a method for the attorneys to craft effective elevator pitches. Marketing develops informative print and digital collaterals. Brochures and pamphlets are branded to the firm or a specific practice area or attorney. Marketing can develop and maintain a database of emails for campaigns and newsletters. This keeps the firm top of mind among prospects, clients, and referral sources. Gathering emails from networking activities helps build a valuable database.

Is a Marketing Plan Important to a Law Firm?

Legal engagements are generally transactional. Therefore, a law firm must continually market their services to generate new revenue. It is expensive and interferes with billable hours if marketing is done without strategic focus.

The most effective marketing strategies depend on identifying specific goals and target audiences. A law firm with several practice areas should match their marketing activities to them. The goal is to engage with and reach potential clients who need those services. The more specific the firm can match its marketing to its prospects, the more it can drive revenue growth.

A comprehensive marketing plan should be strategic. Ads without analytic data or targeted messages are rather hit or miss. Targeted marketing activities should allow you to track back to revenue from new engagements. This establishes trackable return on investment (ROI). Evaluating marketing activities and adjusting them continually goes hand in hand with ROI. It confirms that you have the right marketing mix. If you don’t have a marketing plan, the place to start is with a SWOT analysis.

Run your marketing under the umbrella of a solid plan. Target and track the content, social media, and networking activities and ROI. Work them strategically. The result of this three-pronged marketing mix can yield more engagements, referrals from clients and networking contacts, and revenue.

One Critical Mistake to Avoid When Buying a Business

· ·

How many times do you search on your phone or computer for a service, address, phone number, or directions? According to data compiled by Hubspot, there are 63,000 search queries performed per second on Google. That’s 5.6 billion searches per day or 2 trillion per year. Yes, that’s trillion with a t.

Everyone looking for your service or buying your products sees your online listing. If it is not up to date, you are probably losing business opportunities, or ruining your reputation. And you won’t even know it until you find out about a scathing online review of your company. Let me explain how this works.

I recently needed to mail a package and used my phone to check the hours of a local UPS Store. Strangely, it was listed as being open from midnight to 2:00 AM. I drove over (during the day) and mentioned it to the clerk who took my package. She told me “Oh, yes, we know that, but the new owner just bought the business and he doesn’t have access to that listing online to change it.”

This is a business that we count on for accurate speedy logistics. There really is no room for errors like this from the customer’s perspective. We need to know your business is open and when we can drop off our packages. We need to have confidence that you will be open when we arrive, and our packages will be delivered accurately and quickly to their destinations.

That got me to thinking… what else is the new business owner missing out on? The information I relied on is attached to their Google My Business listing. What about their website? What about their Facebook page and other social media listings? Are any of their online listings correct?

When you are buying a business, there are many considerations. It is vitally important to work with an experienced business law attorney through every step to make sure your best interests are protected. Their focus will be on the legal terms of the purchase, details in the contract, and the exchange of money. They are likely to overlook the impact that your online presence will have on you as the new owner.

An experienced marketing advisor can help you protect your online reputation. Engaging an experienced marketer early in the buying process is a wise decision. A marketing advisor will explore all online listings, social media sites, and other components like signage and online reviews. The transfer of all of these items should be included in the purchase agreement terms.

The seller should convey to the new owner a complete list of online sites to which the business is attached and the login credentials. It would be wise to engage the marketer to make sure all logins and passwords are reset, and sites are updated effective immediately at the time of the completed purchase. If you wait until the ink has dried, you may never get control of these online sites.

It is difficult, and sometimes impossible, to claim a business listing that was not yours in the first place. There are paths to follow to get some help from Google, but most business owners would be greatly challenged to navigate them. Unless you have help from the original creator of the listing, it is quite difficult to get ownership of it.

Ignoring the importance of the online listings of a business you are purchasing is a critical mistake that can hurt you by alienating the very customers who rely on your listing to be correct. We live in an online world, and that is where people shop and are going to find your business. Or they will go to your competitor. Don’t discard how quick they can be to post a negative online review. That really hurts your business.

The bottom line is that you cannot afford to lose or alienate customers, especially when you invest so much in the purchase of a business. Considering there are 5.6 billion online searches per day, there is a lot at stake for a new business owner if the listing is wrong and they are helpless to fix it.

 

About the Author

Jill Kovalich is a marketing professional with 25 years of experience and owner of JMK MarComm LLC, a marketing communications consulting company. She offers Outsourced Marketing services to businesses without a full-time marketing resource on staff, Strategic Advisory to business owners focused on growth, and Marketing Coaching for less experienced marketers and professionals seeking to maximize their success. She also provides Writing services for websites, marketing and sales materials, eNewsletters, blogs, press releases, professional profiles and bios, employee and client communications, ads; business profiles, social media, Case Studies, articles for publication, white papers, and more. Learn more at https://jmkmarcomm.com/services.

Four Marketing Tips to Deploy for a Successful M&A

· · Leave a Comment

The COVID-19 pandemic is a real game changer for all businesses in every sector. It is unlikely that you can find any business or area of life that has not been affected. As we claw our way out of this economic setback, mergers and acquisitions will accelerate and create even more changes for businesses globally. Merger and acquisition (M&A) activity will play an important role in our economic recovery.

Mergers and Acquisitions and Marketing, Oh My!

Mergers and acquisitions (M&A’s) are designed to drive cost reductions across a business. Executives leading the charge look for cost savings with staff reductions, office space lease eliminations, and consolidations of administrative and support processes. One big item generally missing from their checklist is a thorough marketing assessment. When two companies come together it is important to account for not only business process redundancies but also reputation and both internal and external communication.

A December 2020 NASDAQ article projected that M&A activity will increase in 2021 due to low interest rates and the increased availability of capital. According to PwC, M&As will lead the post-pandemic economic recovery. Its November 2020 US Pulse Survey revealed that 53% of U.S. executives plan to increase M&A investment in 2021.

This creates an opportunity for marketers to participate in the critical planning processes before, during, and after an M&A. At any scale, they are intensive initiatives to tackle. There are at many areas of marketing communication that need to be on the M&A planning radar before, during, and after a consolidation. Here, I will address four of them.

What’s in Your Communication Plan?

Start by building a smart communication plan that includes messaging to your external clients and your internal staff. Support for implementation starts at the top, so be sure to have your executive leadership on board with your communication plan strategy early on. If we have learned anything during the Covid-19 pandemic it is that communication transparency and accuracy are necessary to mobilize support for your cause and facilitate a smooth logistical rollout.

Frequent and transparent communication seems like common sense, yet it is often a major deficiency in most businesses. This also includes messaging externally to the marketplace. Do not provide an opportunity for your competitors to sow seeds of doubt about your stability. Your company’s silence allows competitors, clients, and prospects to fill in the blanks with a different story than what you might want out there.

Tell your employees and clients clearly and often your plans to allay any fears they might have about billing increases or interrupted customer service. A merger or acquisition might cut expenses, but another purpose is to increase revenue by retaining customers of both organizations. Not communicating with existing clients on both sides can leave you with costly client turnover and issues with employee retention.

Got Technology?

Various technologies will allow you to standardize and drive efficiencies. If you don’t have a digital Newsletter, then create one and use it to communicate effectively and measure engagement by monitoring open rates. Be sure to repeat that concise messaging prominently on the websites of both companies and across social media. Send press releases to organizations in which you have membership and to your local business publications. If needed, place ads to communicate one message that clearly establishes the values and mission of the newly merged company.

If you are not currently automating your marketing, this is a good time to start. There are many excellent apps and platforms available today to help you consolidate, schedule, manage, and measure the effectiveness of your communication. It can be a small investment with a big payoff. You’ll gain valuable insight into both companies and establish a baseline for return on investment (ROI) for your marketing spend. Combining budget expenses for advertising and marketing will be important, and data that helps you measure ROI will help you understand where you need to spend and where to trim.

Use collaboration software to keep on track with your checklist and timeline. Video conference as needed to keep everyone on track. Microsoft Teams and Google offer solutions, as well as apps like Monday, Asana, and Trello. You can find many more options by doing an online search.

Dot Your I’s and Cross Your T’s.

Organized your communication plan with an exhaustive checklist of all of your online presence including websites and social media platforms, media lists, logos, sales and marketing collateral, signage, bios for managers to executives, promotional product inventory, memberships in organizations and associated listings. This can be an extensive list, so prioritize it smartly.

It is important to set stringent timelines for consolidating social media sites to retain followers, editing and redirecting the websites, updating all online company listings, rewriting bios, transitioning all employees to the new combined social media sites with easy to follow standardized descriptions (e.g., LinkedIn About and Headline sections), and ordering promo inventory. You will need lots of lead time if you are facing the creation of a new logo and website.

Excellent planning and organizational skills are of paramount importance throughout the merger and acquisition processes. Embrace these four marketing tips, and you will pave a smoother overall transition throughout a merger or acquisition:

  • Build a communication plan that top leadership will support.
  • Communicate frequently and transparently.
  • Use technology to standardize and drive efficiencies and enhance team engagement.
  • Get organized with a timeline-driven checklist.

Ten Tips for Marketing Your Business on a Small Budget

· ·

A business owner wears many hats. Looking for creative ways to market your business that won’t stress your budget? Put on your Marketing Hat and start here with Ten Tips I’ve put together to get you started.

TIP 01

Get online reviews to boost your business. Inside your Google My Business listing, you can capture a link and email it to your customers and ask them to post an online review.

TIP 02

Establish a free Google My Business listing. Learn more about this HERE.

TIP 03

Build an email list of your clients with the intention of retaining customers and encouraging referrals. Be sure to collect first and last names, business name, email, phone, and address, if possible.

TIP 04

Set up an eNewsletter to communicate with your clients. Add a sign-up form on your website. Develop a monthly email. If you have 2,000 or fewer emails, you can get a free MailChimp account. Constant Contact offers a free version only for non-profits. Compare features and pricing HERE.

TIP 05

Develop a survey to find out what your clients need. A Basic plan for SurveyMonkey is free. You can create and send surveys with up to 10 questions in a variety of formats.

TIP 06

Create a fun customer contest and reward the winner with your services, like a free meal, a haircut, products, services, or a gift card. Maybe it’s something as simple as having them post a funny, creative 15-second video testimonial on your Facebook page on one particular date or time. The one with the most “likes” is the winner. You could even run this weekly as “Wednesday Winner” or “Testimonial Tuesday” or “15 Minutes of Fame Friday.”

TIP 07

Partner with or sponsor a charity. Run a special event and donate half or more of the proceeds to that cause. The charitable organization will promote the event, too. It’s a great way to build community Good Will and get visibility in front of a new audience of buyers.

TIP 08

Create a short 30-second video introducing your business and post it to your social media site. Use your phone to record and edit it. Or, upload it to Canva for free to create a more professional promotional video.

TIP 09

Bring in an Intern to help you with these tactics. Have them manage your video, set up MailChimp, and establish your Google My Business listing. If you can’t pay them right away, you can offer a stipend at the end of the internship and/or give them free products or services. They’ll get a great portfolio of experience. As your business grows, consider paying them as a part-time outsourced marketer. It’s a win-win for you both.

TIP 10

Set up a “Business Idea Brainstorm: 30 Minutes, 30 Ideas” and invite your staff and outsiders (network and/or chamber group members) to participate in-person or via video call (which you will record). When you start the timer and kick it off, you will have them generate 30 ideas for contests, promotions, ways to grow your business and grow sales. They will play off each other’s ideas. Have 3 ideas already in your back pocket to kick it off, like a customer loyalty program, special services for kids, premium priced midnight urgent snack deliveries, etc. Have some fun with it to get the creative ideas flowing.

Click here to DOWNLOAD YOUR TEN TIPS PDF

Grow Sales With This Key Marketing Strategy

· · Leave a Comment

Video can set you apart

Increasing sales is a big challenge that every business faces. Without a good marketing strategy to support your sales efforts, it is difficult to achieve revenue growth. Incorporating video into your plan is a great strategy. In this 5-part series, we will explore cost-effective, easy to apply tips that small and medium size business and solopreneurs can use to generate leads, build visibility, and grow sales revenue. For all five key strategies, visit JMK MarComm Blogs.

Here, we address a critical marketing strategy that will help you effectively generate leads and increase sales. To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. Let’s get started!

Harness the Power of Video

Video is effective to inform people about your product or service and increase sales. You do not need to spend a lot of money to produce a video. There are many inexpensive editing platforms available and some right from your phone.

Here is some compelling data to support your decision to incorporate video into your marketing strategy [Source: https://www.oberlo.com/blog/video-marketing-statistics]:

  • “…56 exabytes (equivalent to one billion gigabytes) of internet video was consumed on a monthly basis in 2017. This figure will more than quadruple to 240 exabytes per month by 2022.”
  • “It’s estimated that by 2022, 82 percent of the global internet traffic will come from video streaming and downloads (Cisco, 2019). That’s an 88 percent increase in traffic share from the 72.3 percent in 2017.”
  • 81% of marketers say video has helped them generate leads. [Source: Source: Annual State of Video Marketing 2019 by Wyzowl]
  • People will spend 100 minutes a day watching online videos in 2021 [Source: https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics…]

TIP: You do not need a big budget or fancy equipment to be able to generate compelling video to sell your product or service. Seek out someone on your staff who has some experience uploading videos to Instagram or other sites from their phone. (This can also be a great project for an intern.) Start with a short video introducing your company and your product or service. Graduate from there to short videos about specific products and services or benefits that would be of interest to your buyers.

Understanding your businesses position in the marketplace and defining your ideal client is your starting point. Assessing and maximizing your internet visibility with SEO, messaging appropriately for your target audiences across social media, gathering testimonials and reviews from clients, and using video to inform and sell to all come together in a good marketing plan.

Implementing any of the tips provided in this document is a good step on the path to marketing and growing your business. This is a challenging time, but there are buyers with evolving needs, and new opportunities arising in the most interesting ways. Position your business to meet those needs and discover those new opportunities with solid marketing strategies.

For help and guidance on applying any or all of these marketing strategies in your business, reach out to Jill Kovalich at JMK MarComm LLC. We offer marketing support with monthly fixed plans or project-based fees to fit your needs. Our prices and plans are scalable and flexible.

CONTACT

Jill Kovalich, Owner, JMK MarComm LLC
T: (833) 633-3565
E: info@jmkmarcomm.com
www.jmkmarcomm.com

Social Media Marketing Strategies for Revenue Growth

· ·

Which Social Media is Right for Your Business?

Increasing sales is a big challenge that every business faces. Engaging on social media is necessary to reach potentials clients and buyers looking for your products and services. Without a good marketing strategy to support your sales efforts, it is difficult to achieve revenue growth. In this fourth blog of a 5-part series, we will explore cost-effective, easy to apply tips that small and medium size business and solopreneurs can use to generate leads, build visibility, and grow sales revenue. For all five key strategies, visit JMK MarComm Blogs.

Here, we address a critical marketing strategy that will help you effectively generate leads and increase sales. To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. Let’s get started!

Social Media

Social media presence matters, but you don’t have to be on every site. Consider which sites are best for promoting your services or products. Each one has strengths and weaknesses, so it is important to match the social site to what you want to achieve for your business.

TIP: This is where it is critical to define your ideal client or customer. If you don’t already have one, write a profile that describes in detail who they are, ages, where they are, what their interests are, and what needs your product or service fulfills. Now, you can move on to determining where to put your message to reach them.

LinkedIn is the biggest (business to business) B2B site and is pretty much unmatched by any other site out there. This is where you will build your subject matter expertise and business persona and the visibility and reputation of your company facing the business community. This is where you can do a lot of networking and expand your connections. This is really helpful, especially during COVID-19 where face to face networking opportunities are limited. Consider these statistics about LinkedIn.

  • LinkedIn currently has over 610 million members.
  • The network has 303 million active monthly users, 40% of which visit the site daily.
  • 90 million senior-level influencers and 63 million decision makers use LinkedIn.
  • LinkedIn is responsible for 80% of B2B leads from social media.

[Source: https://99firms.com/blog/linkedin-statistics/#gref]

Facebook is great for providing a look at the inside of your company’s personality and the environment. This is an excellent place to portray your company for purposes of recruiting. Very different from LinkedIn, Facebook has a different audience. Consider these statistics to determine if this represents your ideal client:

  • 250 Billion active monthly users
  • Facebook users are 54% female and 46% male.
  • Around seven-in-ten U.S. adults (69%) use Facebook.
  • 62% of online Seniors aged 65+ are on Facebook and 72% are between age 50-64.
  • 88% of online users of age 18-29 are on Facebook, 84% of those 30-49.
  • 82% of college graduates are on Facebook.
  • 75% of online users of income more than $75K are on Facebook.
  • 96% of Facebook users accessed via mobile devices.

[Source: https://www.omnicoreagency.com/facebook-statistics/]

Instagram is a very popular social site that reaches a younger audience. It is a great place for you to promote your products if photos and visuals help to sell them. For example, a florist or a photo studio or an interior design business would do well on Instagram, whereas a bookkeeping service may not. Consider these statistics:

  • 56.3% of Instagram users are Females and 43.7% are male.
  • 120.7 million Instagram users are from the US.
  • 200 million+ Instagrammers visit at least one business profile daily.
  • 70% of shopping enthusiasts turn to Instagram for product discovery.
  • 89% of users are outside the US.
  • 65% of global Instagram audiences ages are 18-34 years.
  • 72% of teens use Instagram; 35% of US teenagers say it is their preferred social media platform.
  • 73% of U.S. teens say it is the best way for brands to reach them about new products or promotions.

[Source: https://www.omnicoreagency.com/instagram-statistics/]

Twitter can be helpful to for sharing news about your company. Most high-level executives are not on Twitter, so use it depending on your audience. Here is a snapshot of Twitter:

  • 38% of Twitter users are between the ages of 18 and 29, 26% users are 30-49 years old.
  • 34% of Twitter users are females and 66% are males.
  • 56% of Twitter users $50,000 and more in a year.
  • 80% of Twitter users are affluent millennials.
  • Twitter is the preferred social network for news consumption.

[Source: https://www.omnicoreagency.com/twitter-statistics/]

TIP: If you are not currently on social media, select one social site to focus on to promote your message. Pick the one most closely aligned with the profile description of your ideal client. The most important thing to remember is to be consistent. Posting one to two times per week consistently is good. Post content that is helpful to your audience.

Understanding your businesses position in the marketplace and defining your ideal client is your starting point. Assessing and maximizing your internet visibility with SEO, messaging appropriately for your target audiences across social media, gathering testimonials and reviews from clients, and using video to inform and sell to all come together in a good marketing plan.

Implementing any of the tips provided in this document is a good step on the path to marketing and growing your business. This is a challenging time, but there are buyers with evolving needs, and new opportunities arising in the most interesting ways. Position your business to meet those needs and discover those new opportunities with solid marketing strategies.

For help and guidance on applying any or all of these marketing strategies in your business, reach out to Jill Kovalich at JMK MarComm LLC. We offer marketing support with monthly fixed plans or project-based fees to fit your needs. Our prices and plans are scalable and flexible.

CONTACT

Jill Kovalich, Owner, JMK MarComm LLC
T: (833) 633-3565
E: info@jmkmarcomm.com
www.jmkmarcomm.com

Online Reviews as a Marketing Strategy Will Drive Revenue Growth

· ·

The Power of Online Reviews

Increasing sales is a big challenge that every business faces. Engaging on social media is necessary to reach potentials clients and buyers looking for your products and services. Without a good marketing strategy to support your sales efforts, it is difficult to achieve revenue growth. In this fourth blog of a 5-part series, we will explore cost-effective, easy to apply tips that small and medium size business and solopreneurs can use to generate leads, build visibility, and grow sales revenue. For all five key strategies, visit JMK MarComm Blogs.

Here, we address a critical marketing strategy that will help you effectively generate leads and increase sales. To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. Let’s get started!

Google My Business

Google My Business is a free online listing you can easily set up for your businesses. It manages your online presence across Google, including Search and Maps.

  • Google My Business is a free online listing you can easily set up for your businesses. It manages your online presence across Google, including Search and Maps.

TIP: Explore this link for more information about Google My Business its benefits and how to set it up.

Online reviews matter

Recently, a chiropractor client of mine told me about a new client who told him she selected him based on the review she read online. Never underestimate the power of a good review to send new clients to you. According to BrightLocal, a positive reputation online helps customers trust businesses, converts searches into leads, and boosts local search rankings. They report that 82% of consumers read online reviews for local businesses, including 93% of people aged 35 to 50. [Source: https://www.brightlocal.com/resources/online-reviews-statistics-2020/]

As products begin displaying reviews, conversion rates escalate rapidly. The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews. [Source: https://spiegel.medill.northwestern.edu/how-online-reviews-influence-sales/]

In addition to generating reviews in Google you can also set up a profile in www.yelp.com. Facebook business pages will allow a visitor to recommend and rate your business (up to 5 stars) and write a review, also. As job seekers conduct research, they rely on the ratings and feedback from current and previous employees on www.glassdoor.com. However, Google may be enough. It can become cumbersome to manage your ratings and reputation across multiple sites. You need to read them and also respond quickly to reviews, especially negative reviews, if they occur.

TIP: Generate positive reviews for your business from good clients. Once you set up your Google My Business page, there is a section that generates a link to your listing that you can send to clients. They will be able to write a review that will display in you listing for anyone viewing your listing can read.

Understanding your businesses position in the marketplace and defining your ideal client is your starting point. Assessing and maximizing your internet visibility with SEO, messaging appropriately for your target audiences across social media, gathering testimonials and reviews from clients, and using video to inform and sell to all come together in a good marketing plan.

Implementing any of the tips provided in this document is a good step on the path to marketing and growing your business. This is a challenging time, but there are buyers with evolving needs, and new opportunities arising in the most interesting ways. Position your business to meet those needs and discover those new opportunities with solid marketing strategies.

For help and guidance on applying any or all of these marketing strategies in your business, reach out to Jill Kovalich at JMK MarComm LLC. We offer marketing support with monthly fixed plans or project-based fees to fit your needs. Our prices and plans are scalable and flexible.

CONTACT

Jill Kovalich, Owner, JMK MarComm LLC
T: (833) 633-3565
E: info@jmkmarcomm.com
www.jmkmarcomm.com

SEO as a Key Marketing Strategies for Revenue Growth

· · Leave a Comment

Increasing sales is a big challenge that every business faces. Engaging on social media is necessary to reach potentials clients and buyers looking for your products and services. Without a good marketing strategy to support your sales efforts, it is difficult to achieve revenue growth. In this fourth blog of a 5-part series, we will explore cost-effective, easy to apply tips that small and medium size business and solopreneurs can use to generate leads, build visibility, and grow sales revenue. For all five key strategies, visit JMK MarComm Blogs.

Here, we address a critical marketing strategy that will help you effectively generate leads and increase sales. To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. Let’s get started!

To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. So, let’s get started!

Your Online Presence & The Importance of Content

Remember… You must make it easy for them to find you

Google searches based on keywords deliver results. Where your business ranks in those results is determined by your SEO, or search engine optimization. Your website Is the place where you focus on SEO. Content drives SEO. Google combs through the content on your website, so it is important to have good quality content with keywords that describe your products and services on every page of your website, especially your home page.

Google ranking systems are designed to comb through billions of website pages to deliver results to you based on the words you use in in your query. To do this efficiently, Google uses a series of algorithms. These Search Algorithms look at many factors, including the words in your query, relevance and usability of website pages, expertise of sources listed on the sites, and even your geographic location. Keeping your content fresh and your website populated with good content helps with the algorithms that deliver your business in the search results.

TIP: Here is an SEO Starter Guide you will find informative and helpful.
https://support.google.com/webmasters/answer/7451184?hl=en

TIP: Learn more about how search algorithms work.
https://www.google.com/search/howsearchworks/algorithms/

There is a lot of attention paid today to the “User Experience.” It’s all about making a website user-friendly, easy to navigate, easy to find information, and designed to engage the visitor (user) with your content.

Have you ever gone to a website and clicked on highlighted words or links or icons and nothing happened? Have you tried to find the location of the business or a phone number and had to go page after page searching and searching for it? How long did you search before you gave up went to a competitor’s site to find what you need? Do not create this kind of frustration for prospective clients visiting your website. Make their “user experience” pleasant and easy.

Objectively review your website (or get an objective opinion from the outside), to honestly answer these questions:

  • Is it easy to navigate your website, find information, and contact you?
  • Can you easily find out where your offices are?
  • Do all of the links on your site work and take you to the proper page when clicked?
  • Does its format change to accommodate a cell phone?
  • Do you have a “Call Me” button that the visitor can press to instantly contact you?
  • Is there helpful information and content and resources on your website?
  • If you have a newsletter, does every page have a link for the visitor to sign up for it?

Paying a website designer for a review and deliver a report on how well your website functions is well worth the minimal cost. They use subscription based software programs you would not be skilled in using to show you How many pages you have in your site; how much content you have on each page, and if it is enough to drive SEO; if you have broken links on your site; if your site takes too long to load, which will cause visitors to jump off before they even see your home page; how it ranks with keywords and SEO; an analysis of backlinks on your site (more on this below); and more. They can run an analysis of competitive sites, too, to show you how your company website performs.

Understanding your businesses position in the marketplace and defining your ideal client is your starting point. Assessing and maximizing your internet visibility with SEO, messaging appropriately for your target audiences across social media, gathering testimonials and reviews from clients, and using video to inform and sell to all come together in a good marketing plan.

Another way to boost SEO for your website is to add links to other sites on the pages of your website. This is referred to as “backlinks,” mentioned above. For example, if you are a member of a Chamber of Commerce, you may want to have a resources page on your website, where you list that organization and provide the URL (website address), so someone can easily click on it and jump to that website. Google likes that kind of cross website activity and tends to rank you higher when you have that in place on your website.

TIP: Add a list of resources on your website of organizations in which you have membership with links to their websites.

Understanding your businesses position in the marketplace and defining your ideal client is your starting point. Assessing and maximizing your internet visibility with SEO, messaging appropriately for your target audiences across social media, gathering testimonials and reviews from clients, and using video to inform and sell to all come together in a good marketing plan.

Implementing any of the tips provided in this document is a good step on the path to marketing and growing your business. This is a challenging time, but there are buyers with evolving needs, and new opportunities arising in the most interesting ways. Position your business to meet those needs and discover those new opportunities with solid marketing strategies.

***In my next Blog, I will cover the importance of online listings and customer reviews. ***

For help and guidance on applying any or all of these marketing strategies in your business, reach out to Jill Kovalich at JMK MarComm LLC. We offer marketing support with monthly fixed plans or project-based fees to fit your needs. Our prices and plans are scalable and flexible.

To learn more about JMK MarComm LLC and connect with Jill Kovalich for a free consultation about your business’ needs, go to www.jmkmarcomm.com.

CONTACT

Jill Kovalich, Owner, JMK MarComm LLC
T: (833) 633-3565
E: info@jmkmarcomm.com
www.jmkmarcomm.com

5 Key Marketing Strategies for Revenue Growth

· · Leave a Comment

Increasing sales is a big challenge that every business faces. Engaging on social media is necessary to reach potentials clients and buyers looking for your products and services. Without a good marketing strategy to support your sales efforts, it is difficult to achieve revenue growth. In this fourth blog of a 5-part series, we will explore cost-effective, easy to apply tips that small and medium size business and solopreneurs can use to generate leads, build visibility, and grow sales revenue. For all five key strategies, visit JMK MarComm Blogs.

Here, we address a critical marketing strategy that will help you effectively generate leads and increase sales. To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. Let’s get started!

To generate leads and increase sales, buyers need to know that you exist and what you offer. Finding new clients is much more difficult today and very much like trying to find that needle in a haystack. They need to find you when they are searching based on keywords (from their computer or phone) when they have a need to fill. You must make it easy for them to find you. So, let’s get started!

SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats

Your first step is to evaluate your position in the marketplace. You may have conducted a SWOT analysis in the past, but things have changed considerably since COVID-19 came onto the scene. A SWOT analysis will help you focus on the selling points of your business that set you apart from all others in your industry. It will establish your brand identity and help you craft all your sales messages.

Many of my clients never conducted a SWOT analysis or have vague recollections of doing so in the past. Business owners can generally succinctly state what service or product their business provides. Many are aware that the market is shifting, but they find it challenging to adapt their “elevator pitch” to be relevant to today’s buyers. Their employees also struggle with a lack of clarity describing what they do better than anyone else in the industry. That makes it pretty difficult to sell your product or service.

This is an excellent time to do a new SWOT analysis with a fresh perspective based on current market trends and marketplace factors. In fact, it is a good idea to do a SWOT analysis annually and compare it to the previous year to understand what is shifting in the market and help you respond quickly. You do not need to spend money – except maybe on flip charts and markers – to conduct a SWOT brainstorm.

Identify your strengths, weaknesses, opportunities, and threats. Assemble a brainstorming team of various people in departments. If you are a 1- or 2-person business, engage a couple of people from a networking group or Chamber to participate. They will bring valuable perspectives to this process. If you cannot meet in person, a video meeting (e.g., Zoom, Google Meet, Google Hangouts, etc.) is perfect for this.

  • Be clear about your strengths. Have they changed? How?
  • When you examine areas in your business that hold you back, you’ll uncover weaknesses.
  • Identify every possible opportunity, then rank them according to what will yield the most revenue in the shortest time with the least change or resources.
  • What competitive threats have you uncovered in your research? Are they new?

TIP: Focus on two new opportunities you can pursue right now. Select the best one to act on first. Set goals and a timeline for measuring progress. Assign a champion to drive it forward. When you start to realize progress, keep the momentum going and add the second opportunity. Set goals and a timeline for measuring progress. Assign a different champion to drive it forward.

swot analysis

Understanding your businesses position in the marketplace and defining actionable opportunities for growth is your starting point. Take the time to perform a SWOT analysis. It provides a reference point that helps you measure your business going forward. Communicate the results to your team, so they can all be on the same page.

Implementing the strategy provided here is a good step on the path to aligning your marketing efforts with your growth goals. This is a challenging time, but there are buyers with evolving needs, and new opportunities arising in the most interesting ways. Position your business to meet those needs and discover those new opportunities for revenue growth with solid marketing strategies.

For help and guidance on applying any or all of these marketing strategies in your business, reach out to Jill Kovalich at JMK MarComm LLC. We offer marketing support with monthly fixed plans or project-based fees to fit your needs. Our prices and plans are scalable and flexible.

To learn more about JMK MarComm LLC and connect with Jill Kovalich for a free consultation about your business’ needs, go to www.jmkmarcomm.com.

CONTACT

Jill Kovalich, Owner, JMK MarComm LLC
T: (860) 470-4580
E: info@jmkmarcomm.com
www.jmkmarcomm.com

Tips for Adapting Your Business to a Strange New World

· · Leave a Comment

Pivot is the trendy new word. To pivot your business means to change your strategy or process to achieve your goal. For those of you who are business owners, what you have done before may no longer apply to today’s circumstances or to the future. You must be able to quickly change and adapt the way you conduct business now. To survive and thrive in this emerging, strange new world, you must apply creative thinking in order to pivot your business successfully.

In the midst of all this COVID-19 uncertainty it’s a tall order to ask business owners to put aside the intense concerns and pressures they are experiencing to think creatively. But even in this uncertainty there are opportunities waiting for you – if you can change the way you look at things. Now is the time to plan and put into action your new normal. There will be a post COVID-19 world. Do you want to be a player in it or a piece of its history?

There is very little good research to help businesses figure out what to do to survive and thrive in unprecedented times like these. Economic recovery doesn’t happen only post-pandemic but more often post-recession. Harvard Business Review published a study on corporate performance during three global recessions from 1980 to 2002. Those businesses that recovered quicker and were more profitable reduced cost selectively, improved operational efficiency, and invested in R&D, new assets, and marketing. Basically, their multi-pronged approach put them in strong positions to survive and thrive going forward. That required changing strategies and processes, or as we call it today, pivoting.

Let’s examine four businesses and creative ways they can pivot.

How can you apply some of this thinking to your business?

Imagine you are a chiropractor…

If you are a chiropractor, you may be considered an essential business. Chances are your waiting room is not filled with patients. Communication is key to let everyone know you’re open. Maybe you are open only by appointment to ensure safe physical distancing. Contact every client who has been in your office in the past year for treatment. Check on them to find out how they’re doing and how they feel.

This pivot positions you as a vital resource of health and wellness. It also allows you to educate people on the holistic, drug-free methods of chiropractic care. You may not be able to generate paid treatment right away, but soon you are going to really want your clients to schedule office appointments. Expect some price compression. Some patients will be concerned about spending money or may have lost their health insurance. Structure a lower fee for patients whose insurance does not cover chiropractic care. It may be an HSA-approved medical expense, allowing clients to use money already set aside rather than draw from cash they use for daily expenses.

What kind of pain are people experiencing now during this pandemic? People are working on laptops at home hunched over a kitchen table. The lack of ergonomics affects posture, necks, shoulders, wrists, and arms. This daily assault on the body will result in physical problems and pain. Use Facebook live to offer one or two videos per week with tips on how to work at home and prevent stress on your body. Offer instruction on daily stretches to manage home office stress and body fatigue.

Imagine you are a restaurateur…

If you are a restaurant, you are hit very hard during COVID-19. This is a great time to reassess your business plan. Can you imagine your restaurant post COVID-19 having a smaller footprint in the seating area? You can flip the revenues: less from tables and more from takeout and delivery. Transition some staff to the kitchen. Build a delivery team and retain the revenue that would otherwise go to delivery service partners. Alter your menu to offer prepared foods and frozen meal options as an alternative to grocery shopping. Offer meal assembly with written instructions or a video. Offer a 5-day lunch menu for kids that parents can receive on Sunday for the week. This allows you to efficiently manage your food order costs, staff, and deliveries.

This new model requires help with logistics. Transition your most organized staff into managing phone call orders, electronic payments, and coordinate packaging, delivery, and pick-up. You may need to add e-commerce to your website for online orders and get a handheld credit card device for pay-at-pickup. Be sure any menu changes are updated online daily.

As a restaurant owner, are you effectively leveraging gift cards to drive revenue? Encourage patrons to buy gift cards for themselves and as gifts for family and friends. Gift cards generate cash now, expand your client base, and encourage people to return to dine when you’re open. This is a good time to research and invest in a system to handle eGift cards and online ordering. According to Toast, a restaurant Point of Sale platform, guests using a gift card spend 33% more than the value of the gift card. So, every $25 gift card purchased could generate $33.25 in sales.

Imagine you own a fitness center…

Are you a fitness center? Offer online videos for recorded or live workouts. This is a way to keep your members actively thinking of your business. People want to return to their gyms. Offer introductory pricing for paying clients who want personal training video sessions adapted to home exercise. One you reopen, crowded Zumba and Yoga classes may not be realistic. Run a survey to see what days and times people are willing to come to a class. Maybe running more smaller classes is the answer. You may find that there are people likely to attend a class on night you would have closed early. Pivot your hours of operation.

Your plan to reopen may include partnering with an industry-adjacent business. Is there a coffee shop or smoothie bar that shuttered its doors? Bring it into your floor plan to lease part of your space. Both of you will benefit by offering more value to your clients with no increase in expenses.

Imagine you own a beauty salon or day spa…

Are you a hair salon with spa services?

Nielsen reports the sales of hair clippers rose 166% in April and hair color purchases rose 23% over last year. Over the counter color does not necessarily match what they receive in your salon. If their only option is DIY color and cuts, then here is an opportunity to provide a solution.

It’s time to reach out to every client whose hair you cut or color. Offer custom small batches of hair color specifically for crown part and face framing root touch-up. This is especially in demand by clients who need to cover their gray. Offer video instruction that shows how to use the color touch up kit. Clients can pay online, over the phone, or in person when they pick up their custom color kit curbside.

Offer a video tutorial for fathers and mothers to do at-home haircuts. This is an opportunity to sell a kit containing a cape, comb, and proper trimming scissors. Or recommend what types of haircutting sheers you use. You can make it fun by asking people to post before and after photos of home quarantine haircuts on your social media sites.

People are very stressed right now and need self-care. Offer a mini facial for use at home. Include an exfoliant and moisturizer to brighten up the face. This can make a good gift and a fun mother-daughter in-home activity. It will make them feel special and lift their spirits. Perhaps you can offer a video facial birthday party event. Is there an event planner you can partner with to make this happen?

Don’t Overlook the Basics

No matter what type of business you are in, first and foremost you must communicate. Clients and prospects need to know what is going on with your business. You must remain visible in the marketplace or the community. When it’s time to reopen businesses, it will be so much easier.

Here are 3 items on your communication checklist to do immediately.

First, update your online listings. On your website’s home page, announce how you are open for business, your hours, and how to reach you. Update your Google My Business and your other online listings to show you’re open and direct visitors to your website for more information.

Second, reach out to all of your customers by phone or email. Prioritize this list by those clients you’ve done business with in the past 12 months. Next, reach out to those inactive clients (those who haven’t done business with you in the past 12 months). They know you and your work and welcome the opportunity to reengage with you. Tell them you’re open for business how you’re operating what’s going on with your business. Express concern for your customers and gratitude for their patronage. Avoid being too transactional in your approach and messaging. Remember that the phone is your friend. People are stuck at home and they are more likely to pick up the phone than to open up yet another email. Those feeling isolated may hunger for a conversation with another human. This is a great opportunity to have a meaningful dialogue and develop a better understanding of your customer.

Third, be sure your voicemail recording is up to date. Use a friendly, upbeat message. Immediately say you are open for business and direct them to either leave a message or go directly to your website for more information.

Get creative and try new things

Change is scary, but a successful pivot depends on embracing change. It’s very important to understand that readership of newspapers has gone down significantly over time. The main source of people’s news and information is through social media and online sources. Use your website and social media sites to inform and promote your business. Video is dominating our lives, so step into it fearlessly as you pivot.

About the author

Jill Kovalich is a strategic marketing and communications consultant and owner of JMK MarComm LLC. She always looks for the most creative solutions for her clients’ content strategy and branding needs. You can learn more about Jill at www.jmkmarcomm.com.

Note: This article was published in the newsletter of Kathy McAfee, America’s Marketing Motivator. Read it on Kathy’s site at https://www.americasmarketingmotivator.com/celebrating-small-businesses/.

4 Ways to a Smoother Integration After the M&A Dust Settles

· · Leave a Comment

Like many of you, I’ve lived through several mergers and acquisitions throughout my career, and rarely have I seen them go smoothly. The top brass brokering the deal is very concerned with the legal contracts, billing and accounting systems, IT and technology issues, and big HR concerns.

These are intensive initiatives to tackle. However, there are four areas that seem to go neglected. They are very noticeable after the dust from these big disruptions begins to settle. Left unattended, they can make for a very messy and prolonged integration. Sometimes, they can result in the buyer imposing purchase price adjustments due to contingencies and clawbacks that are likely to exist in a sale contract.

Communicate clearly, early, frequently

First, it’s always about communication. Clear, early, and frequent communication with your clients is critical to prevent losing them and the coveted revenue they represent. Don’t leave them to wonder if their pricing will increase, if distribution will be interrupted, or if they’ll lose the account rep they’ve come to rely upon for good service. Keeping customers informed creates security. It prevents them from searching out another vendor or supplier. Can you even begin to calculate the lost time and high cost of finding a new customer to replace each one you lose? Can you predict the impact of lost customers on the sales price of the company due to earnout contingencies or retroactive clawback provisions?

Set internal strategy to secure employee retention

Internal communication barely receives a nod. You cannot underestimate the impact of clear, early, frequent, and transparent communication from top leadership to employees. The uncertainty created in a business undergoing continual change during an integration is very stressful. If they don’t believe their jobs are secure, employees will jump ship earlier rather than wait for the axe to drop. Top leaders set the tone in a company. If you want to drive success, you need to keep your people informed, so they will row with you, not away from you.

A study from the Society of Human Resource Management (SHRM) estimates the cost of replacing a salaried employee at six to nine months’ salary on average. That means you take a hit to your bottom line of $27,000 to $40,000 in recruiting and training expenses for one manager whose salary is $80,000. When leaders are transparent and inform employees throughout the process, they can stabilize the company by reducing uncertainty and fear.

Keep in mind that even one recent bad review on Glassdoor or another site can kill your recruiting efforts. If you seek to hire to support your growing company, you should count on job candidates researching your company online. A Forbes article reported that among job seekers, “48% had used Glassdoor at some point in their job search.” It also cited a study that found that “60% of job seekers would not apply to a company with a one-star rating (on a five-point scale).”

Use social media to your advantage

A fourth item that is symptomatic of lack of planning, is leaving your LinkedIn or other social media sites to languish with old business descriptions. Really? This is your market-facing calling card for millions to see. Pay attention to it by updating it quickly and accurately. Post good news often and consistently to convey your emerging value proposition. Remember, your employees and clients (and everyone they are connected to) will be reading your LinkedIn page to see what’s going on.

Use this FREE listing to your advantage. Make it easy by giving everyone new text to copy and paste into their profiles to communicate a united message about your company. It is also likely LinkedIn is your sales team’s main lead source, and if it is outdated and lackluster, you could take a hit with lost sales opportunities or sales turnover.

Integrations are tough, require strong leadership, and can go much smoother when these simple four areas are added onto the daunting checklist. It is entirely possible to reduce the chaos and increase your success with a little strategic planning earlier in the process. Crafting a well-thought-out PR strategy to get the message right and scheduling communication along a project timeline is an efficient and effective way to handle these communication processes. If you’re unsure what to build on your business integration checklist, see guidance from a seasoned advisor.

Note: This article first appeared as a blog on the website of Integrated Growth Advisors, LLC, where the author was serving as Chief Marketing Office and a strategic marketing consultant.

To reach Jill Kovalich at JMK MarComm LLC, for assistance preparing) for or managing through your business integration, email her at info@jmkmarcomm.com, or call (833) 633-3565.

CONTACTbird

Get In Touch With Us

Newsletter
This field is for validation purposes and should be left unchanged.
BOOK A CALL
Contact-Us

GET IN TOUCH

info@jmkmarcomm.com
BOOK A CALL
(860) 470-4580

© JMK MarComm LLC | Designed by SHJ