www.brandmuscle.com Company Blog Wed, 03 Jun 2009 17:52:13 +0000 http://backend.userland.com/rss092 en http://10.1.3.164/blog/blog.php?p=178 2010-07-08 16:56:25 http://10.1.3.164/blog/blog.php?p=177 Marc Prensky's HubSpot blog post defined last year. It’s a fun time for digital marketing.

2.  To quote a previous Blog entry: “Anyone in the advertising/marketing business knows that a company’s brand is one of its most valuable assets. That's why it's important to maintain brand consistency across all mediums and in all markets.”

How about Social Media? What has been your greatest challenge in managing your brand across the Social Web?

1. Newspapers are more controversial than ever, especially with the release of the iPad.

What direction do you think newspapers are headed? Are they still viable for local business?

1. In the last year, Social Media has gone from just “another way to schmooze” to practically a necessity. In 2010, consumers started turning to Social Media, search engines and word of mouth when researching companies and products more so than ever before. In the popular book, Socialnomics, Erik Qulman fills us in by stating that only “14% of consumers now trust advertisements”.

How has this changed your marketing strategy?

1. Marketers continue to invest in SEM and email. However, now more than ever, marketers are beginning to integrate email with other forms of digital media including Mobile and Social Media to improve SEM/SEO results.

1. Blogging still shows HUGE benefits for local dealers, agents and franchisees. Hubspot has now measured blog returns through Twitter, stating that “small business that blog have 102% more Twitter followers”.

1. Videos are becoming a more and more effective tool for humanizing and sharing your brand with the world.  However, according to his recent webinar “The Science of Facebook”, @DanZarrella, placement is more important that content. “Videos do better on Facebook than Twitter.”

1. Lucky for us (and you!) measuring and testing your local advertising is still highly recommended, especially with tools like call tracking.

However, what do you think will happen with measuring and testing methods as the use of Social Media continues to grow? Have you found a way to track the ROI of your Social Media marketing? ]]> 2010-07-08 16:18:29 http://10.1.3.164/blog/blog.php?p=129 Measure the effectiveness of your current advertising

Test new forms of advertising

By continually measuring and testing new forms of advertising, you can increase the effectiveness of your next media plan by retiring advertising that has stopped working and integrating new advertising channels as they increase in effectiveness. While it’s relatively easy for local marketers to track the number of sales transactions resulting from their advertising, it’s just as important to track the number of leads your ad generated. If your sales cycle is long, this type of information [over time] will prove beneficial in making future sales predictions and determining when to run your advertising. Similarly, if your ad generates a high volume of calls (leads) but those calls don’t convert into sales transaction, you can narrow in on the problem; whether it’s the creative or the offer, and make modifications to future advertising. Measuring the number of leads generated by your advertising isn’t that difficult. A simple and inexpensive way to do this is by utilizing a call tracking service. A call tracking service will assign a unique toll-free or local telephone number for each source of advertising or marketing campaign you wish to monitor. Simply use this telephone number on your advertisement and the call tracking service can record the number of callers who dialed into that specific number. Most call tracking services will capture the caller’s telephone number and location and in some instances even the caller’s name, address and demographics. At BrandMuscle, we use call tracking data to analyze how local media performs on its own as well as in conjunction with other forms of media. By taking the total cost of advertising and dividing it by the number of leads generated, you can easily determine your cost per lead. Additionally, you can use your average close ratio or actual sales data to estimate the number of unique calls it took to register a transaction. Knowing the cost per lead and cost per sale of current advertising efforts allows you to make more effective advertising decisions in the future. By collecting this local intelligence for our clients, BrandMuscle can review results at a national level and make “Best Practices” recommendations for adoption in other markets. What methods have you used to successfully track lead generation at the local level? Let us know. Author: Ruth Allen, New Media Specialist at BrandMuscle Inc.]]> 2010-02-08 14:59:31 http://10.1.3.164/blog/blog.php?p=116 In the past year, the number of unique U.S. online video viewers has increased by more than 14 percent, according to a recent report by The Nielsen Company. However, who is watching the videos and the reasons people are watching them play a large role in whether or not brand marketers consider video a viable component of their marketing strategies. YouTube remains the leader in the total number of video streams, but the majority of the videos are low-quality, random renditions of non-common events – think funny homemade videos, stupid pet tricks or a night at the karaoke bar. The fear of looking “cheesy,” coupled with the expense of producing a high-quality video, is enough to send any marketing manager running the other way. For marketers to seriously consider video as a vital promotional strategy, the quality must improve, and in order for that to happen, production costs will have to be more in-line with the average-size company’s marketing budget. Larger companies, such as Avaya® (an enterprise communication systems company) has been utilizing video effectively for some time. Check out the company’s latest Web banners. As production costs fall into line, more brand marketers likely will jump into the video stream. Are you using video as part of your brand marketing strategy? Let us know!]]> 2009-12-31 15:31:38 http://10.1.3.164/blog/blog.php?p=109 In fact, a recent study conducted by HubSpot revealed that “companies that blog have far better marketing results.” According to the study, the average company that blogs has:

• 55% more visitors
• 97% more inbound links
• 434% more indexed pages

In addition, a blog leads to higher search engine ratings due to the ongoing addition of fresh content. So what do all those statistics mean to you? Basically, more potential customers will be able to find you, which hopefully will result in more qualified leads and conversions. In laypersons’ terms, a local blog gives you the opportunity to showcase your industry knowledge and affiliations and to convey your personality. It also can be a way to encourage discussion about your corporate brand. Ongoing discussions can garner the attention of both customers and potential business partners, or centers-of-influence, which can lead to increased revenue for your dealership, agency or franchise. If you’re convinced that blogging is for you, you’re probably saying “It’s easier said than done.” The good news is that you already may be half-way there. Many companies have pre-designed, pre-branded Web pages, linked from the corporate Web site, that allow dealers, agents or franchisees to plug-in customized information, such as photos, information on special promotions and events and local or regional policies. Some pages may even have built-in bulletin boards or blogs. If that’s the case you just need to start adding content. If your company does not have a system in place to get you started, it’s important to check with your corporate management team before starting any Web site or blog to make sure you maintain brand consistency and meet all corporate guidelines. Straying from the corporate brand can cause confusion and potential loss of customers. Another way to gain credibility and visibility for your business is to blog on the corporate blog, if available, or become a guest blogger on industry and association blogs in your region. Before long, you’ll be part of the blogging brigade. Do you blog? Let us know.]]> 2009-08-20 16:03:47 http://10.1.3.164/blog/blog.php?p=98 According to a recent survey from the Association of National Advertisers (ANA), BtoB Magazine and 'mktg', marketers are relying heavily on these methods when it comes to their marketing mix:

• 65% of marketers are using SEM
• 59% are focusing efforts on their own Web sites
• 55% are concentrating on SEO
• 45% are still including e-mail marketing as a major part of their marketing plans

So where does that leave all the new social media marketing (SMM) tactics? Two-thirds of those surveyed currently are using some form of SMM marketing – 66% compared to just 20% in 2007. The most popular tactics, in order, are Facebook, YouTube, Twitter and LinkedIn. However, whether your company is a business-to-business (B2B) or business-to-consumer (B2C) company likely affects which tactics are at the top of your list. For example, B2B companies are more likely to use LinkedIn, Twitter and webinars. B2C companies likely put more stake in mobile, Facebook and SEM. Across the board, the reasons more companies haven’t fully embraced SMM center on marketers’ inability to prove return-on-investment and concerns about how much of role SMM should play in the marketing mix. Although many marketers may up the ante with respect to SMM in 2010, the study shows that the majority of marketing dollars will be spent on company Web sites, SEM and online display advertising. Is your company following the above trends? Let us know.]]> 2009-08-19 12:25:05 http://10.1.3.164/blog/blog.php?p=92 Not to sound out-of-the-loop, many marketers are quick to say, “We’re building a social media strategy.” However, with the number of social media communities, bookmarking sites and tracking tools springing up every day – not to mention limited marketing resources – it likely is impossible to build a social-media-centered strategy. In fact, a recent post on the techno//marketer blog advised against jumping directly to "seven dirty words" when planning a digital marketing strategy: Twitter, Facebook, YouTube, MySpace, LinkedIn, Flickr and Ning. Instead of thinking about social media as a strategy, think of it as a prime schmoozing opportunity. Remember the days of picking up the phone just to say hello to a “warm” prospect or business partner in order to bolster the relationship? How about attending an after-hours function and trying to strike-up conversation with someone in your industry that you’ve been dying to meet? What are those nuggets of information you can use to spark conversation – and to help foster ongoing communication in the future? This is the essence of social media. Where social media excels is in helping you reach new heights when integrated with your regular marketing campaign strategies. So instead of stressing about how to build a campaign around social media, think about how aspects of social media can strengthen and expand your tried-and-true efforts.]]> 2009-08-11 17:50:39 http://10.1.3.164/blog/blog.php?p=84 Twitter about print still being a viable marketing channel for the pizza industry, many in the magazine and newspaper business believe niche markets will make it possible for newspapers to not only survive but also flourish. Lute Harmon Sr., chairman of Inside Business, shared his thoughts on the matter, based on years of experience in the industry, in a recent issue of the publication. In his opinion, “Newspapers have an important role to play in the media mix, and there will be more, not less, in the years to come.” In marketing, it has long been known that companies have to deliver messages through various mediums to appeal to individuals’ preferred method of receiving information. While those who have grown up in the digital age are comfortable receiving information via the Internet or through mobile technology, there always will be individuals (even some “techies”) that still delight at the thought of spending a Sunday morning reading the local paper and clipping coupons for the week ahead, or flipping through the pages of a glossy magazine or trade publication while kicking back on the patio or relaxing on the couch. According to Harmon, targeting will be the key to newspapers’ success. “Newspapers of the future will be targeted and branded for smaller groups of people with common interests,” he said. Click here to read the full article. So the newspapers of the future may look a little different, but there’s still nothing like a fresh paper waiting in the driveway, the smell of newsprint right off the presses or the familiar crumple as you flip through the pages ready to be engrossed in a “good read.”]]> 2009-08-06 09:19:13 http://10.1.3.164/blog/blog.php?p=76 If simply updating your brand to reflect your company, you want to be sure to maintain important elements of the brand in order to keep current clients from feeling confused or alienated. If going for a complete overhaul of the brand, it’s important to roll out everything all at once in order to create a new identity and avoid brand confusion. Following an acquisition, banks often roll out a new name, logo, policies, forms, etc. in stages, market by market. While this often makes sense for the banking institution, clients can become confused, not knowing when new changes or policies will take effect in their market. Re-branding should involve key elements of your company’s marketing and communication portfolio, including your logo and tag line, your Web presence, sales/marketing collateral, messaging, marketing campaigns, social media and public relations strategies. As The Marketing Spot pointed out, throughout the process, it’s important to remember that “branding is really about discovery. You need to be in tune with your customers.” You can accomplish that by talking to your current clients as well, as those in the pipeline, to find out what they really want and how your brand can best serve them. In summary, you should align your brand with your clients’ expectations, while “never relinquishing control of your brand to anyone else, especially not your customers.” To learn more about branding, check out The Marketing Spot’s presentation, “The Brand Promise.”]]> 2009-08-04 12:10:10 http://10.1.3.164/blog/blog.php?p=65 A recent post on the HubSpot blog likened it to scholar Marc Prensky’s terminology, describing “digital natives” as “people born into the digital age and indigenous to new networked technologies” and “digital immigrants” as “people who had to adopt these technologies." If you fall into the first category, you were raised on the Internet, understand the elements that create effective Web sites, and are very comfortable receiving information or advertisements via e-mail, Web banners and search engine results. If you fall into the latter category, you’re just now trying to harness the multitude of digital options available and define the relevance of each option as it pertains to your individual personal and business needs. Then just when you think you’re finally starting to get it, something new pops up and you suddenly feel overwhelmed. Regardless of the category in which you see yourself, it’s important to remember that you bring valuable insight and tools to the table. Digital technology was built on strong advertising and marketing foundations – before the digital revolution. Technology has pushed those foundations farther, making it possible to target and reach more individuals and groups than ever before. As proven in many intercultural communication studies, there is much to be learned and shared when the “natives” and the “immigrants” sit down at the table together. In our industry, imagine the possibilities that exist and the results that can be achieved when strong foundations are mixed with digital technologies in an effort to discover new ways to send messages, reach people in their most comfortable surroundings and deliver messages that hold meaning for specific groups of individuals. Let the party begin!]]> 2009-07-29 16:36:55 http://10.1.3.164/blog/blog.php?p=43 However, how does a potential client or business partner really know if a company is truly committed to making the world – or its community – a better place? Is all the hub-bub real or simply an illusion? In her blog, Jennifer Rice, founder and chief strategist of Fruitful Strategy, defines it as “mindful business.” She says, “Mindful businesses tightly integrate a social perspective into their current business models. This is about being, not just doing.” Companies like BrandMuscle go beyond the “adopt-a-nonprofit” idea to actually weave a social responsibility role into every aspect of the company. This strategy starts at the top with the CEO and upper-management team playing active roles in the community, and is reinforced through the company’s HR policies, committees, company events and even employees’ extracurricular activities. For more information on how BrandMuscle gives back, visit Our Culture page. Of course, when social responsibility is a part of a company’s culture, the company benefits as well as the community. “Corporate leaders contend that social responsibility, in a sense, has become a key ingredient to financial prosperity,” said Matthew Kirdahy in his Talk Soup column on Forbes.com. While time and effort must be invested, it pays off in the long run. “The end result is a stronger brand, as many executives will preach, and that translates to dollars and cents,” said Kirdahy. According to Rice, the “beliefs and actions of mindful companies attract like-minded, passionate customers and employees.” In BrandMuscle’s case, we have found this to be true. Judy Dunn, on TheMarketingSpot, had some great tips on how companies can begin giving back.]]> 2010-02-12 09:54:38 http://10.1.3.164/blog/blog.php?p=16 As a technology company, we are working hard to learn the trends and stay ahead of the curve in order to bring our clients the best solutions technology has to offer. In addition to checking out our new interactive Web site, follow our BrandBuzz blog to learn about the latest advancements in online ad building technology and digital marketing techniques. Share trials and tribulations of utilizing new technology with BrandMuscle experts, and receive valuable insight regarding how to make the most of what's available in the industry. We hope you will find this blog intriguing and down to earth, and we welcome your comments and feedback. After all, it's all about the buzz...]]> 2010-02-12 09:52:35