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MARKETING MATTERS

Loving Your Customers – Don’t Tell Them, Show Them

In our first of three posts centered on Loving Your Customers, we shared nine ideas to show customers that you genuinely value, appreciate, and care about them. These foundational practices will help you begin to establish trusting relationships with your customers.

In the second post, we added eight suggestions on how to show a deeper love for your customers, where you would take your service beyond the basics and, in the process, stand out from your competition.

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Tips For Getting Customer Feedback

Every company depends upon a vital part of their business: customers. The goal of any company is to create a product or service that uniquely meets the needs of its customers and market it with respect, integrity, and overall concern that the buyer gets what he or she wants. How does a business understand the desires of its customers, and how does that business receive honest feedback from its users?

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Look At Your Business Through The Eyes Of The Customer

Understanding your customers allows you to provide better service: this is clear.  But exceptional customer care involves getting to know your customers so well that you can anticipate their needs and exceed their expectations. Collecting data and then studying it allows you to understand the habits of the customers. Another way to get feedback is to simply ask your customers what they honestly think.

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The Foundation Of Your Marketing Research, Part I

All companies and organizations need to do the following in order to be successful and profitable:

  • Establish a strong and reputable brand
  • Design and develop strong marketing tools and materials
  • Implement a communications and engagement strategy
  • Create an effective marketing and growth plan
  • Attract, engage, and retain ideal customers
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The Foundation Of Your Marketing Research, Part II

Our last blog discussed the value of investing in research and information gathering up. We also listed a few of the key items research can tell us.  But how does this information benefit us if we don’t respond to it and use it?

Even more important than what you uncover with research is what you can gain by analyzing it and applying what you have learned:

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Understanding Your Customers’ Buying Journey

At one time or another every business owner has asked herself, “Why didn’t they buy from us?” What makes a consumer choose a certain company to fill their needs and wants?

Every buyer has a specific journey he or she takes when selecting a product or a service to fill a need. Take a person who is getting sick as an example. The first thing they do is become aware that they are not feeling well. Their throat gets scratchy, nose becomes runny, and their head hurts. They know something is wrong with them and they need to find relief. So they get on the Internet and start googling their symptoms and chatting friends on Facebook to find out what is wrong. This buyer is in the Awareness Stage of their buying journey.

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How To Guide Your Customers To A Decision To Buy From You

Buyer’s Journey is probably one of the most important foundational components of helping any business build their marketing strategy, tools, and messages.  Understanding the stages your customers go through before they make the ultimate decision to buy your product or service will benefit your marketing efforts and help to shorten your sales process.

Here are a few key items to understand about the Buyers Journey:

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Client Spotlight: Abram’s Bed

Abram’s Bed – The Safety Sleeper is a fully enclosed & portable bed developed by a mom who saw a great need in the special needs market place. During her own struggles with keeping her autistic son safe an night time, as he was prone to night wandering and other sleep issues due to his diagnosis, Rose began developing solutions to protect her son and give she and her husband peace of mind in the night. From that need and great innovation, The Safety Sleeper was born.

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Address Customers’ Concerns Before They Ask

One of the most important aspects of successful marketing is positioning yourself as an expert in your industry. The key to doing this is providing consumers with information they need to address their concerns before they have to voice those concerns to you. This is a proactive form of marketing that will help ensure you are recognized as a reliable leader in your industry. Here are some key action steps to take to achieve and maintain your expert status:

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Uncovering Customers’ Fears

Think about the last time you set out to purchase a vehicle. How did you make that purchasing decision? You went through four distinct steps. First, you became aware that you needed a new vehicle. Second, you searched for information. Third, you evaluated the alternatives and lastly, you made a purchase decision.

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Understanding Your Competitors From Your Customers’ Perspective

Regardless of what your product or service is, understanding what your customers think of both you and your competitors is key.  While you may have an idea of who your competitors are and what they do, ultimately you aren’t the ones making the purchasing decisions.  Fortunately, there are many ways to scope out your customers’ views and one of the easiest ways is through the use of social media.

Social media is defined as the interaction of people through online networks and communities.  Facebook and Twitter are the two biggest examples of social media, and both can be used to see what your customers are really thinking.

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Has Your Business Been Impacted by COVID-19?

Schedule a free 30-minute consultation, and we’ll help you uncover creative ideas to stay in front of your customers and ways to welcome them back once this time of economic uncertainty has passed. 

Has Your Business Been Impacted By COVID-19?

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.