Tag: Analytics

How to Market Without Breaking Your Budget

Marketing on a strict budget? We’ve got you covered!

Investing in marketing efforts might initially seem like a costly venture. If you are on a tight budget, you might even be thinking about skipping out on these costs altogether. Having a solid marketing strategy will achieve more than gaining exposure; it will increase your brand awareness, expand your audience, and attract more loyal customers to your business.

Businesses should never completely cut their marketing budgets. Instead, they should shift their focus on more cost-effective solutions to allocate their budget. The goal is to receive the highest ROI (Return On Investment), which can be accomplished using these inexpensive marketing tips!

Distinguish your target consumer.

To reduce unnecessary costs from your marketing plan, take the time to discover your target consumer, the top candidate who would be interested in what you can offer them. Identify your ideal customer’s habits and interests, and deliver your sales pitch in the areas that they will be most likely to see them.

Network.

Volunteer your time and get to know the people in your community who could be interested in your product or service.

Consumers demand the assurance that they are spending their money at businesses with a mission and purpose. Networking is a valuable way to convey your brand image to consumers. This fosters strong, trusting relationships that will turn new customers into devoted ones.

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Maximize social media channels that fit your business.

Select the right social media channels based off of your audience and the commodity you sell. Determining your audience will assist in selecting the right social media platforms to utilize.

Younger audiences are most active on Twitter and Instagram. If you have a broader audience, Facebook is the perfect place to target both men and women of all ages. LinkedIn is where you will find business professionals, who can be targeted by the industry that they work in, and their job titles.

Choosing the right channel will help you focus your energy on users who will be more apt to engage with your posts. This economical approach will decrease the amount of time you spend targeting your audience… and time is money!

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Join the #conversation.

Just as important as selecting the right channel is the content you produce. The goal of social media marketing is to create content that will generate leads. Enticing content will influence consumers purchase decisions, without having to break your budget.

Attracting social media users without paying to sponsor your posts can be attained by creating a conversation or joining an existing one. Sparking conversation with your audience about a trending topic followed by a hashtag will get your post reach and engagement, and drive traffic to your page.

Micro-Influencers.

Rather than paying social media sites to promote your product, invest in micro-influencers (influencers with a niche following) who have followers that would be interested in your product. Influencer marketing is on the rise and is statistically proven to deliver higher ROI than other forms of marketing. Micro-influencers are a more cost-efficient means of influencer marketing because they will expect smaller payment for their contribution.

Reach out and offer free services in exchange for a review or shout-out on their social media or blog. This strategy can be effective if you select the right influencers because they have already established a fanbase of individuals who trust their word. When these influencers promote brands, their fans are confident that the influencer is sending them to the right place.

DIY your SEO.

Great content and marketing methods are worthless if you do not maximize your search engine optimization (SEO). If your website or blog isn’t on the first page of a search engine result page, consumers are not going to recognize that you exist.

Instead of hiring someone to do your SEO, try doing it yourself. Ensure that you have a strong SEO strategy by assigning relevant keywords to your web content and proper meta descriptions that will allow search engines to recognize the purpose of your website. Think about the keywords and phrases that your ideal customer would search for in relation to your website. Embedding these words and phrases into your site will solidify your spot on the top of search engine results.

The readability of your site is another important element that you need to ensure works well on both desktops and mobile devices. If users cannot easily view your website, they will leave before continuing to read your content.

With proper training, you can be a marketing expert on your own!

At Pearl Marketing, we provide training and seminars to business professionals who want to learn the latest and greatest marketing tools and techniques. We work one-on-one with marketing DIYers to coach them on marketing strategies that will enhance their brand and attract more customers for their business. Our goal is to leave clients feeling empowered to manage their own marketing strategies that will drive their businesses future success.

Let us help you bring your brand to life! Call 603-732-9070 or email info@pearlmarketing.com 

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Strategic SEO Marketing | Pearl Marketing Design

The world of digital marketing is continually shifting, learn how your company can improve their platform visibility through SEO.

What is SEO?

Search Engine Optimization is the basic activity that increases your company’s ranking within search engines. Mostly commonly known search engine is Google, which displays links to pages that receive credible authority by analyzing the number and quality of links from other web pages.

In simpler terms. Google presents the most qualified searches first.

My content is resourceful and relevant to the services/products we sell, but we still are not ranked number one. Why?

Google doesn’t give out participation trophies. You have to earn your right to be at the top.

And that’s where proper utilization of SEO is necessary when trying to rank your website within the first few results. This means that having experts use the right tools to achieve high search rankings.

Who should manage my company’s SEO?

There are many options including hiring a marketing consultant, using a marketing agency, or utilizing your marketing department. There are also SEO companies that specifically specialize in the craft of search engine rankings.

Can’t I just use Google Analytics?

Google Analytics is powerful tool for increasing search rankings. When used to its maximum potential, it can increase your company’s traffic and ultimately convert clicks into actions.

Google’s ranking algorithms are the magic behind what companies have the best chance for audience views. The two most famous algorithms are Panda and Penguin. The animal theme stemmed from creator Navneet Panda who actually created Panda first in 2011. In brief, Panda reduces the number of low-quality sites appearing at the the top of Google’s results whereas Penguin focuses on the backlink profile of your site in real time.

Search Engine Optimization

Do I really need someone to managing my SEO?

Before Google’s ranking algorithms, there was a possibility of almost anyone being able to create relevant content for consumers and potentially coming out on top. Now, it is much more difficult to do so without a professional. It is important to not only create great content to get people to link your pages, but also show Google that your pages are interesting and authoritative.

Who should I contact?

At Pearl Marketing, companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea. We have a combined 55 yeas of experience in various industries and can effectively penetrate target markets. Primary consultant and CEO, Amanda Schneck has over 13+ years of marketing and social media experience and over 12+ years of being a marketing professor at one of the top business universities in the country. Contact us today to see how we can help your company’s search rankings!

Why Hire a Marketing Consultant | Pearl Marketing Design

If you have stumbled upon this article, you might be deciding whether your business should invest in hiring an independent marketing consultant. There are many different factors that contribute to whether a company should hire a contract marketing agency to help evolve their marketing strategies. In a competitive online world of getting your brand recognized, sometimes help from a specialist might be the best option. Here are 5 advantages to hiring a marketing consultant.

If you have no marketing team or want to strengthen your current marketing team.

Marketing consultants are great resources for those who currently have no marketing strategy and are not currently looking to build out a team within the company. On the other hand, if you think your marketing team is losing a sense of direction, hiring a marketing agency could be a great solution. Often times agencies can provide unique insights and ideas that the team can run with. This can add a huge rate of return directly to your company and marketing team.

No fear of losing staff mid-way through projects.

Marketing consultants are hired on a contract basis, so there is no fear about losing staff throughout the year. Losing a member of a team during important projects or right before a large event, could take a massive toll on your company’s future financial health and success. Hiring a marketing consultant can take the edge off of that worry due to the contract they sign, agreeing to be committed to your business for a certain amount of time. This also allows your company to be flexible and decide after the contract ends whether you might want to build your own marketing team instead.

No on-board training.

Marketing professionals can immediately give you advice and tend to have experience in many industries. This will save on time and cost that a new marketing hire would have to go through with their on boarding training. The advantage to this cost savings can go directly back into areas of your marketing needs such as website development, promotional content, and other projects your consultant might recommend.

Team of experts costs less than you think.

You would think that a team of marketing professionals would induce costly expenses. Marketing agencies are formed as a team of strong professionals who have 10+ years of experience in various industries. The cost of hiring a marketing agency to place you with one of their advanced consultants will almost always cost less than hiring a whole team. This is especially important if your company is just starting to build upon their marketing developments.

Ability to ‘Shop Around’ to find the right fit. 

Every marketing consultant has a different expertise, this allows your company to research and meet with whomever could be the best fit. When researching various agencies it is important to ask yourself some questions. Does this firm’s functionality match the unmet needs we have? Is the price range flexible and can meet your company’s budget? What efficiencies are you looking for and do you think the team/consultant is the right fit to work with your company? Do you need local knowledge or a consultant that strictly specializes in one field? All of the questions answered can lead you to the best consultant to form your marketing strategy.

Marketing consultants bring a lot of knowledge to companies who need more focus. Sometimes a company might need an external perspective to figure out how to improve their marketing strategy. And in some cases, companies might have too many ideas in which they ultimately spread themselves too thin. A marketing consultant can use their expertise to ultimately determine which ideas to put into action for your company for maximum brand recognition. If you or your company identifies with one or more of these statements above, meeting with a marketing consultant could be the next step.

At Pearl Marketing, companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea. We have a combined 55 yeas of experience in various industries and can effectively penetrate target markets. Primary consultant and CEO, Amanda Schneck has over 13+ years of marketing and social media experience and over 12+ years of being a marketing professor at one of the top business universities in the country. Contact us today to see how we can help your company!

How To Use Facebook Data To Your Advantage

Facebook and its data sharing has been one the most talked about stories of the year. Americans are now becoming even more aware of the immense amount of personal data that is collected on them, and shared, daily. Pearl Marketing and Design has known this for years, and although we remain mildly concerned about our own personal information floating out there in cyber space, the tools that Facebook and Google provide helps to fuel the success of our business and our clients. To provide you with a better understanding of how this can work for your business, we will start by explaining a few facts about Facebook and Google’s data collection:

How does Facebook collect data?

  1. Actions and behaviors, aka your interactions (likes, comments, links, clicks, and saved content).
  2. Profile information, including content uploaded to your page.
  3. Digital footprint on mobile devices (i.e. location, contacts).
  4. IP addresses, operating systems, browser types, etc. on laptops or desktop computers.
  5. Through partners (i.e. companies that sell data) and cookies on your operating system.

How does Google collect data?

  1. Keywords that you are using to search for specific content.
  2. Websites you are visiting and the videos you are watching (YouTube is owned by Google).
  3. Ads you click on and keywords you searched for to find that advertisement.
  4. Your location, device information, IP address and cookie data within your browser history

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Why is collecting data important?

  1. Allows businesses to make data-driven decisions instead of acting on intuition. A lot of different companies collect your personal data (especially social media sites). Often they’ll use that data to provide you with personalized suggestions to keep you engaged. Facebook for example uses your personal information to suggest content you might like to see based on what other people similar to you like.
  2. Transactional data is incredibly important for businesses because it helps them to analyze variability in consumer trends, uncover hidden patterns, and identify correlations. This information provides insight into consumer behaviors that can then be used for decision making, strategies, and competitive advantages.
  3. Web data is important because it’s one of the major ways businesses can access information that isn’t generated by themselves. When creating business models and making important business decisions, companies need information on what is happening internally and externally within their organization and what is happening in the wider market.
  4. Sensor data is produced by objects and is often referred to as the Internet of Things (IoT). It covers everything from your smartwatch measuring your heart rate to a building with external sensors that measure the weather. The power of this data is its real time reporting and geolocating capabilities.

Who uses your data?

Personal data is aggregated (to privatize it somewhat) and thensold to other companies, mostly for advertising purposes. That’s one of the ways you get targeted ads and content from companies you’ve never even heard of.

What are these data “tools” we are talking about?

  1. Pretty much every website and social media site you visit collects transactional data of some kind, either through Google Analytics, another 3rd party system or their own internal data capture system. Our company subscribes to several tools that retrieve this data.
  2. Cookies are placed on your computer and track your search history.
  3. Surveys, focus groups, and interviews are tools and ways to collect data as well.

How can I use these tools to my advantage?

Data can be used to monitor competitors, understand consumer behaviors, track potential customers, keep track of channel partners, generate leads, build apps, and much more. Considering the immense amount of activity occurring online each day, there is no better way to make informed decisions for your business. It is no coincidence that today’s most successful businesses utilize online data to expand their influence and grow their enterprises.

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How can Pearl Marketing help?

Pearl Marketing & Design utilizes data collection and analytics to provide our clients with consumer behaviors and trends. This information can be used to make informed decisions on business strategies and brand positioning. Call us today at 603.732.9070 to schedule a consultation on how to best utilize data services to benefit your business. www.pearlmarketingdesign.com

Time To Analyze Your Marketing Campaigns

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

You can search these answers by analytical reporting.

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

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


What elements to add in an Analytical Report

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

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

  • Identify the problems your product or service can solve –  Spread out the details and features. Compare and contrast your good or service with competitors. Analyze the strengths and weaknesses.
  • List detailed info about your customers – List the age, gender, location, and interests of your customer. Describe how you plan to market your product to them in the current economic environment.
  • Run focus groups or conduct surveys – This will help you learn what your customers are saying about your brand. Their input can determine which step you need to take to continue to grow your business.
  • Estimate the size of the target market – Determine what customers might be willing to pay for your product or service. List features that differentiate your products or services from your competitor’s products or services. Identify current customer requirements and project future needs.
  • Establish a measurable marketing goal – Set measurable goals, such as increasing sales to new customers by 2% within the next six months. Describe how you will track and monitor your progress.
  • Keyword Data – Keywords can reveal exactly what features or solutions your customers are looking for. By examining keyword frequency data you can infer the relative priorities of competing interests. Keyword frequencies can identify and predict trends in customer behavior.Understand where customers are struggling the most and how support resources should be deployed.
Source – Duggan, T. (n.d.) How to Write a Marketing Analysis Report. Retrieved from http://smallbusiness.chron.com/write-marketing-analysis-report-3452.html

Analytical Lingo

Lingo Analytic

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

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

Why You Should View Your Analytics

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

  • Analyze your Audience/Traffic Data – This is your one-stop-shop for traffic data and the first piece of data that loads upon arrival within Google Analytics. From Organic to Paid this is where you can discover all the important bits of information that tell you how many users come to your site, who they are, what they do, and everything in between.
  • Engagement Stats – Not only do you want to see how many people are visiting your website, but you want to see what they are doing once they get there. Is there a high bounce rate? Are users spending an “x” amount of time on your website? Are they viewing more than one page?
  • Aquisition – Acquisition data can tell you everything– from which landing pages are drawing in users to what content on your site is performing the best. This is the more specific data that helps you improve and optimize your site to provide better user experience.Knowing how many users come to the site is great, but knowing how they got there and what they do after they’re there is even better.
  • Goals and Conversions – The fundamental premise of any business, online or otherwise, is to provide customers with products or services. What is the ultimate purpose of your website? Do you want people to fill out a form? Do you want people to purchase a product? Creating these goals into conversations is a process. You should set up the goals specific to your business and measure them throughout time.
Source – Alsayegh, A. (2015, May 21). 5 Things Business Owners Should look for in Google Analytics. Retrieved from https://www.v9seo.com/blog/2015/05/21/5-things-business-owners-should-look-for-google-analytics/

Analytical Tools For You!

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

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

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

Give us a call at 603-732-9070 or email us at info@pearlmarketingdesign.com today!

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