Close The Loop

Remarketing is an effort by a business to keep the lines of engagement open between them and their audiences. One of those valuable audiences to keep remarketing to is your customers. Your customers have shown awareness, interest, and buying preference for your company already. That relationship is one of the most important things to keep the engagement going. Grow your business by remarketing to your customers and attracting them to come back for more.

Brands often advertise to put a physical and tangible piece of marketing in front of their audience. Direct mail marketing can be a very effective tool for driving sales, promoting brand awareness, and winning market share from competitors. Local businesses often lean on direct mail marketing as an effective way to reach their local market with a targeted message. What determines success for direct mail marketing is being able to properly utilize the medium to reach your goals.

How do small businesses use Google Analytics 4? Many small businesses were not even familiar with Google Analytics 3/UA. All businesses have been told to shift over before July 2023 but should small businesses implement the new website analytics before then? Figuring out Google Analytics 4 is now something small businesses are going to have to do. Many business owners and marketers are already busy running their businesses and don't have time to learn a new analytics tool. Growing a small business while trying to navigate Google Analytics 4 can be difficult.

Small businesses with fewer resources can win non-branded traffic from larger brands. Winning non-branded traffic starts with identifying the right opportunities from search traffic. Opportunities might be keywords that are lower difficulty and less competitive, better content and page experiences or being able to increase engagement and conversions from pages. There are two mediums within search traffic that have non-branded keywords: PPC search (paid), and organic search (earned). Within each of these two mediums, there also exists short-tail and long-tail non-branded keyword phrases. Everything searched for is based on demand and as a brand of any size, you have to work within the demand of non-branded traffic.

The first week into management and you have probably found yourself wanting to motivate and change the attitudes and behaviors of your employees. Changing the behaviors of your employees can be a difficult task. The best managers rely on feedback to change the behavior and attitudes of their employees. The truth is many employees do not change simply because you ask them to. Managing employees comes with the territory of being a leader. One of the best ways to change employee behavior so that it sustains is to use praise.

Every year marketing innovations rise and with it comes new ways for businesses to grow. The tough part is trying to predict where marketing is going to go in the future. Even a few months into next year could see changes. Experts seem to be weighing in that the future of marketing is being shaped by the recent pandemic and consumer privacy laws. So what are the latest trends that are already shaping the marketing industry? The latest trends shaping the marketing industry for 2023 will impact how your business generates revenue.

Every business needs a competitive edge. Using data, operational efficiency, automation, and marketing into the right channels a business can gain a significant competitive edge. Understanding how a business is generating a consistent flow of revenue serves the business better in the long run. Improving the marketing strategy starts with looking at the data you have. There are only a few ways to increase the flow of revenue and every business leader should be looking at these inside their business. We are joined by Jon Torrey from Searchlight Digital to talk about revenue flow.

Marketing incrementality is not marketing attribution. Marketing incrementality is measuring beyond attribution using experimentation. The conversion or lift that would NOT have occurred without marketing's influence is marketing incrementality. Businesses of all sizes can measure marketing attribution and incrementality using the data they have. The better a business is at understanding and taking action on marketing incrementality the better off they are at growing revenue.

What can small and medium businesses do to avoid the risks of an economic recession? An economic recession impacts businesses small and large, local and global, and can completely redefine the market. Preparing for an economic slowdown with recession strategies ensures that your business can weather the storm. Strategies that worked in past recessions might not work tomorrow. Businesses that move too slowly in solving recession-based issues might not survive. Businesses that thrive in an economic recession can grow larger and faster than ever.

Video is a powerful medium to grow a small business. However, many small businesses don’t understand how to implement video into their marketing strategies. Many small businesses struggle to justify the costs of producing videos. Should a business get its own equipment, hire a videographer, and put in the effort it might require making videos? Are people even consuming the videos and then becoming customers for businesses? Navigating video marketing for a small business is tricky. If a business can identify ways to use video in their marketing strategy the opportunities are out there. We explore all this with David Feinman on the episode.

Let's create, is a special episode format designed to walk you through the steps to building something important for your business. A business listening to this podcast episode should be able to create a successful lead generation advertisement by the end. You should also feel inspired to create an ad that generates leads. Generating leads is a very difficult conversion goal to accomplish for the right ROI. Let’s go over some recommendations that businesses can use to generate leads from their advertisements.

In-Person events are some of the best ways to learn and network. Getting the most value out of an in-person event takes some additional work. You can learn trends, strategies, and ideas, and save years of learning it yourself from the education provided by speakers at events. You can meet and connect with other people that share your business struggles, meet those who have succeeded, and you can increase your professional network. In some circles, in-person events are looked at as essential to keep up with the industry. While you might feel like you are fish in a sea of sharks looking to sell their products – going to an event offers too many opportunities to pass up.

Finding the best agency for your small business is not easy. When interviewing an agency there are a lot of considerations to look for. A marketing agency that sticks to one tactic is often looked at as a vendor-type relationship while an agency that supports the entire business plan is much more strategic. Your business could benefit from evaluating the relationship you have with your marketing agency.

Within the marketing community of Reddit a user posted this question, ‘What is the best marketing advice you’ve ever received?’ and some of the answers that other users provided are worth considering. Learning from others saves time, helps us improve marketing campaigns, and can prevent problems. The crowdsourced marketing advice from Reddit could help grow your business.

Remote employees are here to stay. For many companies, having remote employees is completely new. Remote work presents challenges for managers who oversee these types of employees. The better managers are at managing productivity, communication, and social aspects of remote employees the more successful they will be. For employees they have to manage the isolation, the lack of supervision, and the ever present distractions from working at home. Recent studies confirm that productivity for remote employees is very high. The better managers can support their teams of remote employees the more productive everyone will be.

One very important part of website design is the accessibility and usability of a website. The website must be designed so that people can find the value in the pages. Some people have disabilities or limitations that make it more difficult for them to read, hear, understand, navigate, or interact with a website. Building a website that is more accessible for everyone enhances the profitability of that website.

As a local business owner, it is important to utilize the marketing resources you must successfully reach your customers. Local businesses have a geographic footprint where their target market resides. Smaller businesses, must stretch their limited resources and make sure their marketing is driving the right local customers. Digital marketing offers local businesses the opportunity to engage with their customers when they are researching and buying online.

Understanding your marketing results is key to spending your money wiser. But understanding marketing analytics is one of the most challenging aspects for businesses. Marketers, leaders, and agencies or consultants struggle to interpret marketing analytics so it is easier to understand. This causes businesses to rely on other forms of data instead. Worse, businesses could be avoiding data altogether because they don’t trust the information they are getting. Making marketing analytics easy is critical to growing a business.

You have to measure marketing. The business needs to see if marketing costs are being recouped by its contribution to revenue. The return on investment for marketing is calculated based on the investment and the results of sales from marketing efforts. Ad platforms have this accurately available to help businesses understand when they make a profit. Businesses spending money on marketing to generate leads can find out their ROI.

How do business owners create a business that they can one day exit from? There are characteristics of a business that set some businesses apart as a better buy. Exit strategies provide the business with a goal that guides the everyday leadership decisions. Preparing a business to exit, to pass it on to family, to pass it on to employees, and grow it with investment is worth considering from the beginning. Create a business that the owner can one day exit from with confidence.