As we’re getting into December and the Holidays, now is a good opportunity to take some time and evaluate your advertising performance for 2013 and pencil in your adjustments for 2014. Although best practices suggest constant lead tracking and individual ad performance evaluation (check out some of our past blog posts for more on that), many busy business owners understandably overlook the big picture and get caught up in the day-to-day rigors of running a business. This leaves them with no time to properly evaluate past performance, let alone plan for the future, and can lead to overused ads, stale campaigns, or reactionary and ill-advised marketing decisions.
You’ve launched your business. You’ve brought on new clients. You’re implementing an external marketing program to bring on even more new clients. And yet, you’re probably still missing out on opportunities for more revenue, and don’t even know it. Why? Because you don’t have a strategy in place to keep the clients you’ve already signed on.
Repeat business is a great way to get the most out of your marketing with much less cost and effort. You’ve probably heard that it costs less to keep a client than to find a new one, and if you haven’t heard that – well, you just did.
When it comes to your advertising dollars, it’s important to have an objective evaluation of your print ad performance. Managing the investment you’ve made in your advertising is critical to the overall success of your advertising initiatives.
How often do you review your print ad performance? Evaluating print ads is an ongoing process. The review should occur immediately following the ad run, but at a minimum on a monthly basis. This will help you gauge the effectiveness of your print ads and return on investment.
Throughout our years of experience working with hundreds of businesses in a variety of different of industries, we've found that some practices or businesses have a harder time attracting new customers or patients than others. As we're worked with different clients, we've seen a trend in some key factors that can hurt advertising results. But unfortunately, these factors are often overlooked. Being aware of these factors can help you better plan for and gauge your marketing success:
Up to 25% of all media buys are not fulfilled correctly! Advertisers are leaving thousands on the table every year because they don’t understand how to audit their media invoices correctly.
We recognize that business owners oftentimes find themselves spread thin in the day-to-day practices of their business. This is very common. Auditing every invoice that comes through and checking that they are correct in every way is just something that most business owners claim they do not have the time to do.
Video is rapidly growing in its influence on website conversion. Video is a quick way to convey your message, make an emotional connection with your visitor, and distinguish yourself from your competition. If a picture is worth a thousand words, then how much is a video worth? Any video is being immediately judged on content, style, production quality, and presentation. We live in a society of instant gratification, and your visitors will bounce off your video if it is poorly executed and produced. Most web videos see over 30% of traffic leave within the first 30 seconds.
Here are our top 10 rules for improved video production:
When most people think of marketing, they probably envision the process of gaining new customers or clients that will contribute to the bottom line of their business. But in addition to adding new customers, it's also important to pay attention to the ones you already have. The cost of keeping a happy customer is fraction of what it costs in terms of marketing dollars to gain a new one. Customer retention is a key part of any marketing strategy and certainly something that should get a lot of thought, effort, and planning. Here are a few tips about different ways to make sure your current customers remain a part of your marketing strategy:
A common question we at Epic Marketing get as another holiday season approaches is, “Should I advertise around a holiday?” As with most questions we face, there are varied opinions in the market, and this may be due to the fact that many of the scattered voices come with their own angle and each industry is unique. If you are a Christmas tree lot, then you definitely should advertise. But what about a home improvement company? Or a law firm? Medical office? In most cases, the correct decision is far more vague. Most owners know their own industry, but look to others for marketing advice. How do you choose whom to listen to? What’s best for your business?
A good receptionist is one of the most vital components of marketing for your business. Receptionists are responsible for greeting customers, patients, clients, visitors and answering phone calls. They are also responsible for managing the affairs of the office and participating in many aspects of the business. The receptionist is usually the first point of contact for a customer and they leave the customer with a first impression of your business. They are key players in bringing new customers to your business, and such, it's important to hire qualified professionals to take on these responsibilities. Once you have hired your receptionists, the most important thing you can do is to invest in them and their future with your company.
The right image in a marketing piece can help convey a deeper message than you may be able to communicate in copy alone. Finding and selecting the appropriate images for marketing materials, as always, is easier said than done.
You have a few options:
1. Take the photo yourself - good luck!
2. Hire a professional photographer - can be pricey. Hopefully they are better than the wedding portfolio they showed you.