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Durin Planchard

How to Tell if Your Marketing is Working

So what are some ways of how to tell if your marketing is working? Well, there’s a few, so let’s jump into it. 

1. You See an Increase in Business

This one is somewhat obvious so let\’s get it out of the way first. If you launch a new marketing campaign and suddenly see a jump in customers and sales, then you know something is working. This may include physical visitors to your storefront, more phone calls scheduling appointments, more emails in your mailing list, etc. 

2. Your Analytics Show Improvement

If you aren’t checking your analytics religiously, you should be. If your marketing tactics are doing what they are supposed, they you should see it reflected in the analytics. If you’re looking for social media signs, then look for an increase in comments, shares, retweets, likes. You’re hoping to see a generalized increase in engagement with your posts/ads. If your looking for more website visits, you want to check you Google Analytics for traffic, click through rates, heat maps, and search result rankings

Bonus: Cost Per Click

When you run ads online, you should be able to see a “Cost Per Click” metric in your analytics. The lower this number is in your results, the better. Basically, the cost per click represents the amount of money a click “cost” you. This is determined by taking your budget that you’ve spent on the ads divided by the number of clicks you received. So if you spent $100 on Facebook ads and received 4 clicks, then each click cost you $25. If this number is low, it means that you’re getting a lot of clicks for the money that you spent, assuming you’ve spent a decent amount of money on the ads in the first place. 

What Are Branding Fundamentals?

How does one design a brand? More importantly, how does one design a brand to be recognizable and memorable? While there are tons of ways to go about it, there’s a few key points that are always true and are always essential.

Mission Statement

To develop a brand, you have to ask yourself some questions. What are your business’ core values, what’s your mission statement? This may not seem important to outline when it comes to your brand, but the answers to these questions will define a lot about how you move forward. When you know who you are and what your purpose is, it’ll be a lot easier to design a brand around those concepts.

Are you a very professional brand, or are you more interested in appearing fun and casual? This influences how your brand interacts with customers, how your logo looks, what colors you center your business around. To come up with a mission statement, you should look at why you started your business to begin with. Did you start to solve a problem, to provide a service that people need? What are parts of your business that you take pride in? Is it your customer service, your quality of work, or something else?

Use these pieces of information to develop your mission statement.

Logo Design

Now that you have your mission statement, you can develop your logo. If you’re a more professional business, opting for something more sleek and clean will communicate that idea. If you’re more casual, bright colors or fun imagery will get that message across. But overall, KEEP IT SIMPLE. You want to follow this rule of thumb, someone should be able to see your logo a handful of times and be able to draw a rough sketch of it that somewhat resembles it. That’s how simple it should be.

Brand Colors

When it comes to colors, people associate certain colors with certain things, and some work better than others for your brand. For example, if you’re starting a tech company, use blues and greens to convey that message of techie-ness. There are some great ways to find out which color scheme will work best for your business. These colors will define how your graphics and marketing will look, so pick ones you are confident in. Generally, you’ll want to stick to 2 or 3 colors with no gradients, solid colors only. This is because you want your logo to be readable wherever it might appear, and gradients have a bad habit of making that difficult.

These are just a few guidelines to keep in mind as you start your branding process. Like we mentioned earlier, there are tons of different ways to go about this process, but these are the bare fundamentals that make for a successful brand.

Creative Writing For Business

Business writing can be boring and formulaic, but it doesn’t need to feel that way. Here are some tips for creating engaging content with an eye on your business goals!

Figure Out Your Goal With Your Writing

What’s your goal when you write? You might be telling a story, asking an opinion or trying to change someone else’s mind. The first step is understanding what type of piece it is, and once you have that, the rest of the writing process becomes much easier.

Try a Little Bit of Theater

What we mean by this is tell a story rather than just spewing information at your reader. Want to highlight the benefits of a product or service? Don’t list the positives, instead tell a story about someone who used the product and how they benefited from all the features that your product has to offer. This approach is inherently more engaging to a reader when compared to a list of things your business does.

Finally, make sure that your writing is error free. Go through and see if you’re missing words, punctuation, or if you have grammar mistakes. Nothing is worse than having this meticulously crafted piece of writing only to release it and get ignored because the sentences don’t make sense because you forgot commas.

How to Use Marketing Psychology

Marketing psychology is the study of how consumers think and make decisions. The goal for any business looking to land a lasting customer should be emotional appeal. This can help you take first place in your marketplace over other sellers who may offer similar products or services.

A lot goes into marketing campaigns- from logo design all way down to copywriting -but there’s always room left on top for some good old fashioned human emotion when crafting these messages. 

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People Are Impulsive

Impulse buys are more likely when the consumer is in a hurry and has few alternatives available for purchase; this psychology variable should not only play into your marketing strategy but also how you communicate with customers during their experience. An example of an impulse buy is grabbing a candy bar at check out in the grocery store, or getting a large fry instead of a medium. Usually these purchases happen when an item is cheap, but offers a fast reward. You don’t need that candy, but it doesn’t cost that much and it tastes good so why wouldn’t you get it?

Colors Are More Important Than You Think

If you want to get your point across, use colors that will make a strong first impression. For example if someone is selling something practical and sensible they might tone it down with soothing pastels while trying not to be too boring or serious looking, When appealing for trustworthiness in financial matters, choose bright primary hues like reds and greens which often suggest confidence instead of tranquility. These are things to keep in mind when deciding on your colors, as well as what you include in ads.

Once More, With Feeling

Humans are emotional creatures and decision-making is often based on what satisfies our needs or aligns with how we feel. Marketers should try to evoke an emotional response from potential customers. With that in mind, the rest will lead them in the right direction for successful campaigns.

It’s important to remember that you are marketing to people. Sounds simple, but it’s not uncommon to get lost in the weeds trying to market that you forget you’re selling to emotional creatures with wants and needs. Ultimately, it’s those wants and needs that you want to focus on when trying to advertise your business.

The Downfall of Google Ad Words

At one point in time, Google Ad Words was the method to use to generate traffic to your website. Nowadays though, this is no longer the case? Why is that and what is the replacement?

What happened?

Google Ad Words was the big kid on the block for businesses looking to get more traffic online. Everybody and their mom were paying for Google Ads, and it was working! However, with everybody using it, the market became saturated like crazy. Then, like a bubble, it burst. Google Ads stopped bringing in as many results. Why is that? Well, consumers started to notice that the first couple of results of their search were all ads. More often than not, these ads would try to sell them something, and consumers don’t like being sold to, generally. As a result, potential customers would just scroll past the ads, and go to the top of the non-ad search results. This brings us to the current way to guarantee traffic to your site.

Search Engine Optimization Baby!

Using Search Engine Optimization (SEO) on your site will ensure that you get traffic. By appearing at the top of the organic search results, you’ll be getting all of the consumers who scrolled right past the Google Ads. Sure, Google Ad Words will still bring in some traffic, but it’s not a consistent thing. You may see an increase initially, but as time goes on your returns will diminish. On top of that, once you stop paying for ads, all that traffic stops entirely. With SEO, you don’t have to pay for ads every month to ensure that you get traffic. Once your site is optimized, you’re guaranteed a consistent stream of viewers to your page.

Interested in having SEO work done, Procept Marketing will work hard to ensure that you are appearing towards the top of the search results. No matter what, we’ll make sure people can find you.

Procept Marketing Going Into 2022

With the new year being literally around the corner, thoughts about businesses in the new year have crossed my mind. It’s been something of an office discussion. What kind of businesses sees a boom at the turn of a new year? Gyms make a ton from new year’s resolutions. Having previously worked at a gym, I can confidently say that lines of people show up to grab a membership. Overall though, most people don’t stick with it which ends up being a win-win for the gyms. You’re locked into a year contract that you’re paying for, and you\’re not using the equipment so there’s less upkeep.

But what can we do?

Now we have ideas about a gym/waterpark, but until Elon Musk comes through with the buyout, we can’t capitalize on people\’s want to get into shape. So the next question became, how do we (or any business) do something beneficial because of the new year?  The main thing we found was to take an honest evaluation of ourselves. Identify the successes and the failures of the last year, but in a very candid way. That is harder than it sounds, believe me. Taking a hard look at all the decisions that were made and acknowledging “I was wrong” or “I was right,” can be a rough process, especially if you were sure you were doing the right thing at the time.

I don’t mean to get deep or introspective, but acknowledging your shortcomings, both professionally and personally, is crucial in becoming more successful. I can’t speak for everyone at Procept, but I know that improvement is something everyone here strives for. On the business side of things, that means trying new ideas and if they fail, acknowledging what didn’t work and what did. That part we’ve had down for a while now, and I can only see us getting better from here on out. 

Should You Use Traditional Marketing?

Digital marketing is a somewhat new development in the world of Marketing. Even 50 years ago, the idea of a Youtube Ad Campaign or an Instagram takeover would have made no sense to the marketers of the time. Now, however, it’s a powerhouse that has left traditional marketing behind in a lot of ways. That being said, there are still some things that traditional marketing can do that digital marketing can’t. Let’s get into it. 

What are the downsides of Traditional Marketing?

Before we talk about the advantages of traditional marketing, let\’s cover what exactly traditional marketing is. Traditional marketing means basically anything that’s not online. This encompasses things like billboards, brochures, TV commercials, radio ads, newspaper ads, and magazine ads. 

So what are some pros and cons? Well, traditional marketing tends to be more expensive across the board. Upkeep for billboards, paying for commercial slots, printing billboards, making shirts all typically cost more than running a Facebook ad or paying for OTT ads. God forbid you misspell a word on your T-shirt and need to get another 500 printed. Of course, if you want to crunch the numbers, some things may be cheaper here or there, but overall expect to pay more.

Additionally, a lot of traditional marketing avenues tend to have stricter guidelines when it comes to content. Want to make a brochure with specific colors? Well, you need to limit the number of colors you have, and where the colors are unless you want to spend a hefty amount to get them made. Maybe you want a commercial that plays during the news, better make sure that your content falls within FCC guidelines. Obviously, digital marketing also has its fair share of restrictions when it comes to content, but traditional marketing has it in spades. 

What are the Upsides?

As for the advantages, traditional marketing has its ways of reaching specific groups of people. Do you have a client base that’s scared of the internet? Get a radio ad sent their way. Maybe they actively avoid using social media? Buy a billboard on their way commute to work. Is there a large event happening with tons of attendees? Go print out some T-shirts or organize some kind of guerilla marketing setup going so your brand sticks in their mind (then you can post a video of the stunt on social, but we’ll talk more about that later.)

So How Can You Use Traditional Marketing?

So we’ve talked about some of the downsides and the upsides of traditional marketing, but how can you use it? The simple answer is, in tandem with digital marketing. Digital marketing is king right now and ignoring it completely means leaving a lot on the table. With that being said, traditional marketing isn’t something you should ignore either. Both spheres of marketing have their uses and both should be utilized depending on what you are trying to accomplish. Like we mentioned earlier, traditional marketing is often the only way to reach those people that aren’t tech-centric. 

Let’s take the public event example from before. If your brand has people out and about selling shirts, helping with the event, that is excellent social media content you can post. On the flip side, let’s say you devise some kind of elaborate guerilla marketing stunt that will impress people on the street, you can take a video of that and use it for your website. There are limitless ways for you to market your business, so why restrict yourself to a handful of options. 

The tl:dr of all this is don’t forget about traditional marketing. It’s not something that should be used all, or even most of the time. However, it still has its uses and is something you should always keep in the back of your mind when you think about how to market your brand. 

Why You Should Learn About Digital Marketing

Why should you learn about digital marketing? Okay, sure, you may have bigger things to worry about and you don\’t have time to learn about Facebook Ads. However, hear me out. I\’m going to list some reasons why you just might want to read a handful of articles online. 

You Should Know What You\’re Paying For

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You don\’t want to do this with your marketing budget

It may be tempting to just grab any person off of Fiverr to do your digital marketing for you, but do you know what you\’re getting? They may say things like \”SEO Optimization,\” \”Social Media Management,\” and a variety of other buzzwords that sound good on paper. But without knowing what these things mean, or how this stuff works, there\’s almost no way to see what benefits you\’re actually getting. Of course, if you see a boost in sales that may be because of your marketing, or it may be because your buddy down the street told people to stop by. Now if you knew a little about how to market on social media, you\’d be able to take out the guesswork of whether or not what\’s being done is effective.

There Are Some Things That You Can Do On Your Own

I\’m not going to tell you that digital marketing as a whole is something you can do overnight. There\’s a lot that goes into it and it usually takes a while for everything to work the way that it should. With that being said, there are things that you can do here and there that will save you some money. Eventually, you will have to hire a marketer to work for you, that\’s just reality. But doing some things yourself will allow you to save some money on the services you hire someone else to do.

When You Do Hire, You\’ll Be Able To Get Exactly What You Want

When you know the basics of digital marketing, you can have more certainty that you\’re getting what you need for your business. It\’s almost like when you go to get your oil changed, and the mechanic tells you that you need hundreds of dollars in repairs. Sure, you may actually need those repairs, but wouldn\’t you like to know for sure that you do before you dig out the credit card?

This is all to say, hiring a professional to do your marketing for you is a matter of when, not if. In the meantime, before you reach that point in your business, having some knowledge in your back pocket certainly has it\’s advantages. So why should you learn about digital marketing? So you can spend your money wisely!

What Is A Standard Marketing Budget?

Marketing is a vital part of any business. Most times, it\’s actually what determines if a business sinks or swims. But how much time and effort, or more importantly money, should you put into it? These are questions a lot of businesses struggle to answer, especially when a business is new, and these things are in short supply. So what is a standard marketing budget?

In regards to the money aspect of things, experts tend to recommend is that B2B companies should spend between 2 and 5% of their revenue on marketing. Whereas for B2C, the proportion is often higher—between 5 and 10%.  

With that being said, every business is different and every industry might call for more or less of a budget. Researching your competitors to figure out how much they spend on marketing will help you get a better idea of how much you should be spending. 

Why is Mobile Website Optimization Important?

Why is mobile site optimization important? I mean, the real magic happens on the desktop site, right? While the same spark of a website is more difficult to get on a small mobile screen, mobile optimization is very vital to SEO.

Why Should You Care If Your Website Is Mobile-Optimized?

Well, about 60% of website visits come from mobile users. So by not having a mobile version of your site, you’re giving over half of your traffic an inferior version of your business presentation. I say “inferior version” because your website may be mobile-friendly, but not mobile-optimized. Let me break it down, if your site appears on mobile as a shrunk version of your desktop website then that’s classified as mobile-friendly. It may look okay, and people can still navigate your website, but it doesn’t have any pazazz that the desktop version has. A mobile-optimized website will have a version of the site specifically designed for phones, complete with resized buttons, photos, videos, etc. 

So How Does All of That Affect SEO?

Well back in June of 2021, Google picked up on the fact that the majority of users surf the web on their phones rather than a desktop. Because of this, if you’re website is not mobile-optimized, you will come up lower in the search rankings, regardless of whether or not the search is happening on a phone or a computer. So while it may be a pain to go through the process of optimizing your website for mobile, if you want to see results come in from your SEO bucks, it’s an important thing to get right. So why is mobile website optimization important? It not only affects your SEO rankings, but on average, the majority of your traffic will be from mobile users.