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Marketing Budget categories you can’t ignore

Creating the perfect marketing budget is becoming a more complicated process each and every year. There are so many aspects to consider when trying to determine where those almighty dollars should go.

Marketers have to consider future costs for: website design, PPC, sponsorships, social media initiatives, market research, PR, traditional marketing and so much more. The good news is, we now have more sophisticated analytical tools than ever at our fingertips, and that makes it’s easier to determine where your biggest ROI has been.

While some of these categories may be subjective depending on your market and objectives, we think there are some line items that should be a priority in EVERY marketer’s 2014 budget.  They are:

Content Development

SEO

Analysis software

Getting your business found on search engines is a MUST in 2014. In recent years, changes to Google algorithms have been an SEO game-changer. Now, to continue ranking high in the SERPS you must to have great content, PERIOD. And that means putting dollars towards getting it.

Marketers need good content

Content development should be a huge priority in 2014

Another priority should be SEO. While this area of marketing is in the same family as content development, we consider it a separate budget category because there are other elements that go into it. For example, you have to paying a web developer to make sure your site pages are optimized, and use a strategist who knows the best keywords to implement in social profiles. There’s also the time and research it takes to learn how to maximize new social sharing channels, and the latest option for marketers to now purchase paid/boosted status updates.

You also have to consider what analysis software to purchase for 2014. The free stuff, like Google Analytics, is great. However, you might also need to upgrade your email newsletter service provider package to include more files and attachments, or to get better metrics on click reports. You might also need to upgrade any LinkedIn accounts to get a better idea of how many people are viewing your profile.

So, what do you think are the biggest budget priorities for marketers in 2014?

For this and more information about prioritizing your marketing dollars, please contact Einstein Marketing Group today!

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Email Marketing Statistics You NEED to know

Stop ignoring mail marketing! Here are some important statistics you MUST know before you abandon traditional marketing all together. Feel free to share!

First, remember this:

1. The median open rate of emails in North America is 17.1%

Use this as a benchmark to know if your email marketing campaign is performing well, or below average.

2. 88% of all smartphone users check email on their phones every day.

We keep talking about responsive web design [/2012/11/its-time-to-take-your-website-mobile/] and mobile optimization. This is just more proof to that effect. We’re including it just in case you weren’t convinced, yet.

3. For B2B companies, subject lines that contain the words “Money,” “revenue,” and “profit” perform the highest.

This is interesting because so many businesses think the best words are “free,” “discount” or “exclusive.”

4. Emails that include social sharing buttons have a click-through rate 158% higher than those do not (6.2% vs. 2.4%)

If you haven’t set up your company’s social media accounts yet, then you’re already one step behind. But once they are ready, it’s very easy to add social sharing buttons to your emails. If adding this one feature can improve click-through rates, then what are you waiting for?

Sources:
1. http://www.silverpop.com/Documents/Whitepapers/2013/WP_EmailMarketingMetricsBenchmarkStudy2013.pdf
2. http://www.pewinternet.org/Reports/2012/Mobile-Health.aspx
3. http://www.adestra.com/
4. http://www.getresponse.com/

If you want to discuss ways to improve your email marketing click through rates, or to discuss the best way to strategize your campaign, contact Einstein Marketing Group today!

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Einstein Marketing Group: Why You Need a Company Newsletter

A newsletter shouldn’t just be about advertising and trying just to sell something to your readers. It should also be about trying to build stronger relationships with clients and associates, and a way to enhance your reputation with them. Here are some ideas about what to consider when sending a company newsletter:

Out of sight, out of mind. A newsletter should keep you relevant and present with customers. You don’t want to spam readers, so your email list should include past customers and others you’ve done business with who have opted-in to receiving. You are already familiar to these groups, and the newsletter is a gentle way to remind them that you are still around and ready to do business.

Showcase unique properties only your business has to offer. What makes your business special? Presenting something of value to show your customers is what will make them remember you above all others. Have you won an award lately? Were you featured in a well-known publication? Do you have a big-name client who will endorse your work? Incorporating this into your newsletter content will make you stand out to your audience.

Build loyalty by offering deals with a purpose. You might consider including coupons for new products. Or perhaps, you include a “Thank You” coupon only available to newsletter subscribers for their loyalty to your brand. Your customers will appreciate being rewarded in some way for opting-in to your communications.

A newsletter will also enhance your SEO. Did you know archiving old newsletters on your website will help your business rank higher in searches? Also, adding links to your homepage and social media sites in the newsletter is another great way to boost overall SEO performance.

Contact Einstein Marketing Group today to discuss how we can help you create your newsletter!

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8 Printed Marketing Items You Should Consider Using

Is your marketing stuck in a rut?  Do you feel like you’re spinning your wheels and not getting anywhere?  Then it’s time to shake things up!

If you’re looking for something different, why not start with some of these printed marketing vehicles?  They could just mean the difference between having a decent month and having a spectacular one worth celebrating!

1.  New Stationery:  When was the last time you evaluated your stationery?  Does it really utilize the full potential of what a piece of stationery can “say” about your business?

2.  Promotional Items:  What kinds of giveaways do you offer?  If you’ve stuck with traditional items and they’ve ceased to resonate with your audience, it may be time for something new!

3.  Calendars:  Not only are calendars with your business name and logo fun, but they’re incredibly useful.  Plus, they can be highly customized!

4.  Books:  Nothing says “expert” like having a book written by you or someone else on your team.  Imagine presenting this type of highly impressive leave-behind item to a hot sales lead!

5.  Door Hangers:  Door hangers aren’t only useful for restaurants and political candidates.  They could also help you reach a new audience, make a big announcement, or quickly (and personally) deliver coupons or information.

6.  Calling Cards:  The Wall Street Journal recently reported that Victorian-era style calling cards (in addition to or in lieu of business cards) are being used by some savvy marketers to set themselves apart.

7.  Business Cards:  Does your business card tell someone what you do?  Does it encourage him or her to give you a call or send an email?  If not, it’s time to redesign!

8.  Newsletters:  It’s never been easier to connect with prospects and clients than it is with e-newsletters.  They’re affordable, instantaneous and accepted.  In fact, you probably have subscribed to many yourself, which just proves their inherent marketing power!

Contact Einstein Marketing Group for all of your marketing needs!