MARKETING MATTERS

Internal Communication Check-Up

Now that we’ve discussed the importance of having a clear, consistent, and meaningful brand voice, let’s talk about how that impacts your internal communication. Integrity is vital for any business that wishes to maintain positive relationships with customers, employees, and enjoy long-term success. One aspect of integrity is doing what you say you will do and maintaining those standards all the time. Employees are often the largest advocates or adversaries of your brand.  Make sure they experience the same brand voice as your customers and the public.

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Top 3 Ways To Measure Your Advertising

In this day and age, analytics can make or break your business. It is crucial for you to understand what efforts are making your business better and which are wasting your money. While evaluating the effect that your advertising is having on your bottom line may seem daunting, there are still simple ways to measure whether your advertising is doing the job that you had in mind, bringing in revenue and creating awareness. Here are the top three ways to measure your advertising before you find your business’s bottom line falling.

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Collaboration That Works For You

Choosing to work with someone outside your organization can be a big decision.  Here are a few things to consider before you decide to outsource work or projects.

What areas should you consider getting outside help for?

  • Time-consuming tasks for which you get low ROI
  • Anything you are ‘just okay’ at
  • Anything that another company can do better AND more efficiently
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Does Your Brand Image Attract Your Ideal Customer?

Now that you understand who you are and what your brand image consists of, it is crucial to be sure that your brand is attracting the target market that keeps you in business and that fits your product or service. Fortunately, with technological innovation, it has become increasingly more efficient to attract your business’ ideal customer. Remember, your target market will be looking for you, so it is extremely important to be found easily when they need you most! Here are a few ways that your brand can attract your ideal customers and provide them with the product or services that they need.

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The Ever-Changing Nature of Marketing

It’s not exactly a secret that the world is constantly changing. Even something as simple as getting directions is completely different. Twenty years ago we all used maps. Ten years ago we printed maps and directions off the internet. Today it seems ridiculous not to use turn-by-turn directions using smartphones with satellite technology. Similarly, it is important to keep up with the ever-changing nature of marketing.

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The One Thing that Every Company Needs, but Few Have

There’s a lot that goes into running a business, from payroll to product creation to sales and more. With all of those occupying your attention, it’s tempting to slap together something for your marketing and call it a day.

Sadly, diving in without any planning or branding is a good way to cripple your marketing and miss out on a lot of business. You need a marketing plan, and that starts with brand guidelines.

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How to Be a Valuable Resource to Your Customers

When your company’s a valuable resource, you become more than a supplier. Your customers and clients will see you as someone they respect, someone they can go to for advice, and someone they can rely on to be there.

In short: They see you as an ally. Companies will include you in their strategy, and individuals will make you a key part of their life.

How do you become that valuable resource? Just like the phrase sounds, you need to become a go-to source from information, advice, and other things that they value.

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Integrity in Messaging & Business Practices

An Open Letter to Businesses:

Brand differentiation comes down to three simple components: idea, promise, and implementation. Each is equally important in your overall success and, like a tripod, if one leg falls short the structure will be unstable and collapse.

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Don’t Forget to Invest in Your Internal Brand

We know what you’re thinking: “Not another thing I need to invest in…”

And we get it. You’ve got to invest in infrastructure, talent, materials, tools, physical locations, marketing, and a hundred other things. The last thing you need is one more thing demanding your money.

But the truth is simple: Investing in your internal brand is one of the best ways to get the most bang for your buck. That investment in things like your internal process, training, and customer service programs can completely change your approach to your business, making each dollar you invest go farther and improving your returns.

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Navigating Digital Marketing Trends

How to Keep Your Brand in Front of Your Audience

Marketing has always been a changeable beast, and the rise of digital marketing has made it more fluid than ever. More and more companies are decreasing their traditional marketing spending to increase their digital marketing spending. It’s more important than ever to have the flexibility to adapt to digital marketing trends.

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What Do You Want to Know About Marketing?

The rules of engagement in marketing are constantly changing as technology advances and our culture evolves. Consumers search for and consume content and advertisements in a whole new way.

Your audience is no longer sitting and waiting for your ad or message to hit its bull’s-eye. Your audience is a moving target and it is much more difficult to reach and engage that audience with the right message at the right time.

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Thank You!

Thank you for considering Element212 to support your digital advertising needs. Please check your inbox for an email from Element212 and answer our discovery questionnaire to help us create the best advertising strategy for your business.

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.