7 Marketing Metrics Every Manufacturer Should be Tracking

7 Marketing Metrics Every Manufacturer Should be Tracking

7 Marketing Metrics Every Manufacturer Should be Tracking

5-easy-ways-to-generate-website-traffic

How to Use Data to Run More Effective Campaigns 

What gets measured gets not only managed, but improved.

Marketing metrics are no different, and as the world becomes more and more digital in its communication, marketing campaigns utilize a set of metrics that are much more trackable and manageable than they ever were. However, you can find yourself getting overwhelmed and even wasting a lot of time if you are unsure of where to focus your attention.

Of the dozens of marketing metrics that you can track, there are seven that not only matter tremendously but also fall in line with the inbound marketing approach that we follow. The goal of inbound marketing is to generate more leads through your website which can place you in control of the sales cycle, allowing you to pursue stronger partnerships with potential clients.

Once you have a good handle on these seven metrics, your organization will run more effective campaigns. You’ll find that your internet visibility is stronger, and your expertise is in much higher demand, especially in the world of manufacturing where there is a lot of competition.

The best part about these metrics is that they can be easily tracked using Google Analytics or similar tracking tools. Sure, there are more advanced tools available, but you won’t need to spend a lot of money to obtain insight on these basic data points.

Website Visits/Traffic Sources

Site visits are a basic but very important metric. Every campaign should have a “visits” goal because traffic is often the early indicator of how effective your message is. If clicks to a landing page are lower than expected, then the message, graphics and/or the call to action needs tweaked.

A closely related metric is traffic sources. Within Google Analytics, there are several primary “sources” you need to be aware of:

Direct Traffic: Visits that comes from those who directly typed or copied the URL of your website into their browser, clicked on a bookmark or clicked a link in an email/SMS chat.

Search/Organic Traffic: Visits to your website from an unpaid search result on Google, Bing or Yahoo.

Referral Traffic: Traffic that comes from a third-party website rather than a search engine. This could include links from press releases, guest articles, business directories or social media websites.

Paid Website Traffic: These are visits to your website from people who have clicked on a Google paid search ad or display ad. This only applies to businesses running advertising campaigns, and you’ll need to proper tracking set-up within Analytics.

All four of these are equally important in that search engines like to see traffic coming from each source. There aren’t any hard and fast rules about the ideal breakdown in traffic, but direct traffic and organic traffic are still highly coveted. Take steps to improve traffic from all sources and you’ll be moving in the right direction.

Time Spent on Site

Do the visitors of your website leave after just checking out a few articles or pages? Do they spend significant amounts of time surfing your website? A little more than half of all website visitors spend less than 15 seconds on any given website, and we obviously want these visitors to hang around longer than that. The first step to increasing time spent on your website is making sure your strategy includes buyer personas that focuses on their pain points as well as content that addresses the challenges. Publishing original content such as blog articles, case studies, podcasts, videos or white papers gives visitors a reason to explore your website. Plus, when you create thought-leadership content, you demonstrate to search engines why your website is relevant.

Bounce Rate

Related to time spent on a website is something called Bounce Rate.

A “Bounce” refers to the act of a visitor getting to the website and then leaving said website without any further interaction.

Ideally this rate should never rise above 60%. You need to make some serious adjustments to your message, homepage design, and some of your CTAs if your bounce rate is this high.

If your campaign message aligns with your landing page and you give visitors the information they want, you’ll begin to see your bounce rate fall. This is an iterative process that takes time. Systematic tweaks over time can yield results; but start tracking this now in order to get a baseline measurement.

Pages Ranked

Websites will always be related to search rankings, and the number of pages you rank for represents the number of chances for your potential customers to discover your content as well as your website. Ideally you want this number to be the majority of pages that you have on your site. You can use a free tool like Google Search Console to track ranked pages. If you are ready to invest in a paid tool, you’ll get a little more insight on your ranking page as well as competitors. Blogs, case studies or podcasts with specific key phrases are opportunities for your website to rank. These individual pages will begin to rank over time in searches, generating more visits and leads.

Leads Generated

Leads are generated by what is known as a call to action, or CTA. Determining how many leads a given CTA in your content generates is one of the most useful marketing metrics you can track. Optimizing for leads (and quite often the goal is better qualified leads) is also an iterative process, involving incremental tweaks over time. If you are running several campaigns and testing multiple CTAs, then you’ll be well on your way to understanding what is most appealing to your target customers.

Conversion Rate

Related to the number of leads is the conversion rate, the percentage of visitors to your website that complete a desired goal out of the total number of visitors. A high conversion rate is ideal. Traffic doesn’t mean much if it doesn’t convert into leads who could possibly benefit from your services. Think of conversion rate as a journey that a buyer takes that leads them to pursuing your product or service. You can segment this journey into three phases and track your conversion rate for each phase: The awareness phase, the consideration phase, and the decision phase. By tracking your conversion rate through this journey, you’ll understand how far your visitors get into the conversion cycle. You can then alter your strategies and campaigns to improve conversions.

Return on Investment (ROI)

Probably one of the most important metrics to measure is ROI because it shows you directly which tactics work and which ones do not. ROI is best expressed in a percentage. For example, a $1000 investment that generated $1200 in revenue would have an ROI of 20% since 1200 is 20% greater than 1000. Determine your target ROI during planning and strategy conversions. Then work backward to further define the resources required to achieve this goal. Consider all of the resources you have at your disposal when doing this with the understanding that successful marketing campaigns don’t come together over night!

Next Steps for Your Marketing Team

Digital marketing strategies are a marathon, not a sprint.

This is why you should keep a close eye on these metrics and make adjustments as you go along. The same principles of traditional marketing apply to web-based marketing campaigns. You need to build trust and authority with your digital audience, using these metrics as indicators of your progress.

Hopefully the tips above will help improve website conversions. Have more questions about running successful marketing campaigns? Reach out to us directly.

Read  More Articles.

Read  More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.
WordPress Websites: What to Look for in a Web Design Company

WordPress Websites: What to Look for in a Web Design Company

WordPress Websites: What to Look for in a Web Design Company

Find the Right Partner to Build Your WorkdPress Website 

Having a strong website is important because it’s often the first impression you will make on potential customers. Whether they found you through a search engine or through a link shared by a connection, your website is typically the first point of contact.  A strong website is well-organized, easy to navigate, modern (in terms of style and layout), functional, branded, and motivates the visitor to do business with you.

A company specializing in website design and development will help you achieve a website that looks great and is suited to your style or brand. A website developer will use the designer’s specifications in order to bring the concept to life. Here’s what to look for when choosing a WordPress web designer company:

Are They The Total Package?

It takes a surprising number of specialists to launch a successful website. A content specialist will ensure you nail the marketing messages. A graphic designer can make those words pop. And a developer has the technical expertise to ensure everything functions properly. Make sure the company you partner with is able to handle the content, design and any custom coding needed for your website to function the way you want it to.

Review Their Portoflio

What has the web designer or developer done for other companies? Do you like their past work? While it’s true that the definition of what makes a great website varies slightly from company to company, you should observe a level of design and function that is indicative of a professional. Looking at the projects that your web design and development firm have already completed will give you the best idea of what they can do for you.

Hw Big is This Company – And How Big is Their Average Client?

Designing a website for a small business is much different than designing a website for a large corporation. The scope of work and resources required are drastically different. If a firm doesn’t understand your needs and how to fill them (one-on-one meetings, the ability to change things on your own in the content management system, follow up help after the project is complete), you might need to consider a firm better suited to work with small and mid-size businesses.

Pro Tip: It’s advantageous to work with a company that you can form a long-term business relationship with. Not all freelancers are interested in long-term relationships because they may not have the resources to support your future goals.

Consider Your Timeline

Do you need this project done quickly? Is there a specific date you have in mind to launch? Making sure that a company can plan a reasonable timeline, or that they can follow the timeline you have in mind, will help the project go smoothly. And don’t forget to ask how the relationship between your company and theirs will continue once the project is complete.

Upfront and Ongoing Investment

Depending on the status of your business, price can be a major factor in deciding who designs, builds, and maintains your website. Websites are a lot like cars, ranging from a few hundred dollars to hundreds of thousands of dollars depending on the functionality, appearance and security required. That’s why it’s important to clearly define your goals and requirements and educate yourself on the resources required to make it happened. And remember, even after design, development, and implementation websites require maintenance. They are a tool that can help your business grow and thrive when properly maintained.

We believe the best way to achieve your dream website is by hiring a single company dedicated to the design, development, and implementation of your site.  Contact us today for more information.

Read 
More Articles.

Read  More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let’s see how we can reach your goals with a 20-minute introductory call.
Increase Website Conversions: Simple Site Edits for Manufacturers

Increase Website Conversions: Simple Site Edits for Manufacturers

Increase Website Conversions: Simple Site Edits for Manufacturers

How to Convert Website Traffic into Leads 

An eye-catching website is an essential component of any digital marketing strategy. However, having a good-looking website won’t necessarily convert web traffic into qualified leads. The best websites engage the audience, educate them, and demonstrate that your product or service is a viable solution to their challenges.

The challenge for marketing departments is knowing what site changes to implement because there are many variables that affect conversions. Short of conducting extensive split testing, in-house marketing teams must incrementally test different variables to see what performs best.

Set aside any preconceptions you have about what you think might work and what won’t. It’s amazing how much of our own perceptions influence our decision making. And remember that a website is always in development. You should always be testing and learning to better understand your audience and improve conversions.

Here are some of the most common website edits we implement to help clients improve conversions.

Define and clearly highlight your value proposition

Don’t bury this information! It should be front and center on your home page and any campaign landing pages. Knowing your target market, their paint points and how you solve them is of utmost importance. Do you understand the journey they take in order to solve these challenges? If you don’t immediately speak to your target markets’ needs, you’ve lost them.

Crafting these messages, both written and visual, is an art and science. You need to consider how the visitor is arriving at your site – via organic Google search, display ad or PPC ad – and how the verbiage on the page builds on the information they expect to find.

Here are some content/messaging best practices to consider:

  • Make the text scannable and use short paragraphs. Visitors will only read about 20% of your content.
  • Be concise. Be relevant. Use action verbs.
  • Omit unnecessary words and minimize jargon
  • Incorporate plenty of headlines. Be short and direct. Headlines should stand on their own and be understood out of context of the rest of the text.
  • Front load important information
  •  It’s OK to leave the visitor wanting more

Make Your Objective Clear

Just like with your value proposition, don’t bury this! Make it clear and obvious what you want your website visitors to do.

Is the first step in your buyer’s journey educational? Perhaps they should download an eBook or review product specs.

Is your product highly customizable for the unique needs of each client? Perhaps you might want to highlight case studies that demonstrate your ability to partner with customers and solve complex problems.

Remember this is step one of what could be a long and winding buyer’s journey! It’s your job to test and learn what’s going to move the lead through this journey efficiently.

The Three-Click Rule

Whenever we’re working on a website, we constantly ask this question: Are we getting the visitor to the information they want in three clicks or less?

If users can’t find what they are looking for quickly, they are likely to become frustrated and leave your website. This gets tricky for manufacturers with a robust set of products or services, or products that are complex in nature that might require the visitor to explore technical specifications.

Here are some items to keep in mind:

Navigation Bar: Make sure you have clear navigation at the top of the site. Visitors shouldn’t have to think too much about where they need to go; good navigation will lead them throughout the site naturally.

Site Search Tool: For websites that contain a lot of product data, consider an optimized search tool that will return relevant and accurate results.

Website Forms: Placement of lead capture forms is critical. You don’t want to turn customers off by immediately shoving a contact form in their face.

Buttons and Links: Use well labeled buttons, links and calls to action that tell users where they are and where they will be headed.

Build Trust With Reviews, Testimonials, or Case Studies

Testimonials play a valuable role in building trust and increasing sales. According to research from BrightLocal, 88% of customers trust online reviews as much as personal recommendations.

Case studies also play a role in shaping buyer perception by illustrating a company’s success. By explaining how a customer used a product to solve a problem, you can demonstrate what your brand delivers and represents. Your leads are more likely to convert if you can show that others have benefited from what you’re offering.

Full-Length Case Studies: For longer case studies, we like to use the S.O.A.R. format. This stands for Situation, Opportunity, Action Taken and Results Generated.

Mini Case Studies: Some projects don’t require a detailed case study, but we find that there is still a story worth telling. Use mini-case studies to highlight customer wins as well.

Add a Live Chat or a Chatbot

Big companies like Amazon or Zappos have trained us to expect instant gratification if not demand it. A recent study by Salesforce Research has shown that all buyers have the same expectations regardless of the purchase type. The study also indicated that 80% of business buyers expect real-time communications.

Don’t let this create unnecessary stress for your marketing and sales department. Chatbots can bridge the gap between getting questions answered immediately and speaking with a live human. Even a simple chatbot can capture contact information and reassure the website visitor that help is on the way.

Before you shoot down this idea, reasoning that chatbots are impersonal and don’t align with your brand, consider how this could accelerate your sales and marketing. Depending on how you build your chatbot, you have the potential to streamline lead qualification, lead nurturing and meeting scheduling. Aren’t these the same reasons we leverage other tools like email marketing?

Be available to your customers where and when they are looking for your services. Test a chatbot or a live chat feature and measure how it affects conversions.

Hopefully the tips above will help improve website conversions. Have more questions about your website content, design or user experience? Reach out to us directly.

Read  More Articles.

Read  More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.
Manufacturers: Five Easy Ways to Generate More Website Traffic

Manufacturers: Five Easy Ways to Generate More Website Traffic

Manufacturers: Five Easy Ways to Generate More Website Traffic

Generate More Traffic, Leads and Sales 

Your company’s new website just went live. You’re eagerly monitoring traffic and keyword performance. While it’s everyone’s hope that visitors start browsing your content, good marketers know that it takes more than just a fancy new website to generate traffic, leads and sales. You have to work to get your message and your brand in front of customers.

Even if you’re seeing a decent amount of traffic to your site, the more quality traffic you generate will help increase the number of leads and conversions for your sales team. This is a numbers game that’s built on maintaining strong internet visibility. Here are five tried and true ways we’ve generated more website traffic for our manufacturing clients.

Always Be Optimizing Your Website

Website optimization isn’t one and done. It’s an ongoing task. While the frequency of these updates will be determined by the competitiveness of your specific niche/keywords, it’s necessary to make this a reoccurring priority. Updating on-page elements like title tags and meta descriptions are important.

The single biggest step you can take is to publish new content in the form of articles, case studies or podcast transcripts. Search engines continue to reward new content, so keep this in mind if your goal is to attract more organic traffic.

Retargeting Campaigns

Estimates say that 75% to 85% of people who visit your site will never return. You’ve dedicated time and resources to get visitors on your site, but without staying top of mind, they are off exploring other websites – perhaps even your competitors’ websites.

We’ve all experienced retargeting campaigns. You might be casually shopping for a new bike helmet, and suddenly those helmets start popping up wherever you go online. You can do the same thing with your own products and services. Most companies target recent website visitors for a period of 15 to 30 days. For manufactures that have longer sales cycles, you might consider “following” them around for longer.

There are several tools that make retargeting campaigns super easy to implement. Our two favorites are Google Ads and AdRoll.

Pay-Per-Click Ads with Google and Bing

Google Ads is a great way to capture the attention of website visitors who are doing some serious shopping, so to speak. Pay-per-click ads send you straight to the top of a search results page. For potential customers who are looking to take quick action, this is probably the best way to drive serious traffic to your website and convert them quickly.

The caveat to this is that will take some testing to nail down the exact targeting in order to get results.

Pro Tip: Digital advertising on Google places you at the top of a search results page, getting your brand in front of potential customers immediately.

Submit Guest Articles to Industry Publications

When you’re an expert in a particular area, don’t be shy about it! In addition to publishing helpful articles on your website, we suggest contacting industry blogs or publications about submitting guest content. This is what’s known as “earned media” and it’s a great way to demonstrate thought leadership. It helps build your brand and prove you are a trusted source within your industry.

Submit Guest Articles to Industry Publications

Email is one of our favorite ways to generate a noticeable uptick in traffic to your website. If it’s a warm audience composed of past and current customers, you can ensure top of mind awareness through emails. A cold email list of prospects that you have acquired from, say, a trade show can be nurtured over time to build awareness for your brand.

Increasing the traffic to your website is the first step to generating results if you want a larger customer base. Contact us if you have questions about these strategies.

Read 
More Articles.

Read 
More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action?
Let’s see how we can reach your goals with a 20-minute introductory call.

The Current State of Marketing and Sales

The Current State of Marketing and Sales

The Current State of Marketing and Sales

Buying Behavior is Changing Rapidly

Consumer buying behavior is changing constantly, depending on the latest devices, technology or economic conditions. As professional marketers I believe it’s our job to have a pulse on this buying behavior. It’s our job to sift through the information and distill it in a way that helps your organization make more informed marketing, sales and business decisions.

Things have been unfolding at a rapid pace the past few weeks. Let me share a few insights that we’ve garnered from conversations and other resources:

  • In general, internet traffic has increased by roughly 50 percent.
  • Organic traffic and conversions are a bit of a mixed bag. It really depends on the industry.
  • The pandemic is rapidly shifting buying behavior. There’s obviously been an uptick in online purchases and 13 percent of consumers are using this opportunity to discover new brands.
  • The cost of digital ads like those on Facebook or Google Ads has fallen significantly. We’re seeing some clicks cost as little as three cents.

With some industries booming and others at a standstill, you might be wondering what your marketing and sales looks like in the coming months. In my last article, I wrote about the importance of continuing to market, but I want to take a closer look at what exactly that means.

Right now, experts and economist predict that consumer spending will resume anywhere within three to 18 months. You should be working now to prepare for that uptick because the most successful organizations see big wins during the upswing, not when the economy is at its peak.

Selling When Few Are Buying

For many industries, now is not the time to sell. Simply put, many companies are not making purchases – or at least large purchases outside of immediate COVID-19 needs.

Rather than selling, focus on building relationships. If you look at any sales cycle, cultivating initial rapport with a lead or prospect is step number one. Building rapport is nothing more than making a connection with someone and establishing a relationship – that’s what you need to work on right now.

In the near term, your goal should be to remain top of mind. Demonstrate that you’ll be available when the customer or client is ready to buy.

Strengthening Your Marketing

If you’re not generating significant sales right now, strengthening your marketing should be a priority. Here are a few steps to take.

Revisit your target market. I harp on this one quite a bit, even when business is smooth sailing. Remember that the best marketers have a strong understanding of their audience. Use this time to clarify who you need to reach and how.

Identify your ROI positive channels. Rand Fishkin used this phrase in his latest Whiteboard Friday and it perfectly sums up how to approach any active marketing campaigns.

You don’t want to blanketly cut your budget. Instead understand what’s working and what’s not. Analyze specific campaigns or keywords to understand what can be temporarily paused and what can continue to run so you maintain visibility.

Continue to leverage your subscriber list. This is another thing I harp on constantly on our podcast! Your subscriber list is your biggest marketing asset. Make sure you remain in communication with the individuals who actively want to hear from you.

Use this time to educate and prepare for future marketing. If you are slower than usual, it’s a great time to educate yourself on channels or tools that you’re not actively using. Maybe that’s Google AdWords or YouTube. You don’t need to become an expert, but it’s wise to have a basic working knowledge of the tools available.

Now is also a great time to revisit your past content and understand what can be updated or re-purposed. Ensure your content is ready when people start buying again because they will, and they’ll be looking for thought leaders like you.

Many organizations don’t know how to market during times of uncertainty.  If you have questions or want to discuss next steps, don’t hesitate to contact us.

Read 
More Articles.

Read 
More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action?
Let’s see how we can reach your goals with a 20-minute introductory call.

Marketing During COVID-19: Advice and Best Practices

Marketing During COVID-19: Advice and Best Practices

Marketing During COVID-19: Advice and Best Practices

Organizations Can Not Only Survive, But Thrive 

In April of 2009, I took a crazy leap of faith and started Hersh PR and Marketing. I was 23 years old, essentially fresh out of college and I had no idea how the Great Recession would play out. Fast forward to 2020 and it’s become clear that many of the lessons I learned in the early years of my business can be dusted off and applied once again.

Unexpected events such as floods, earthquakes or epidemics can rattle even the most prepared business. The events that have unfolded in the past several weeks have demonstrated that it’s important to have well-document strategies for your business that are based on sound data and can be revised quickly as economic conditions shift.

During this time, I suggest that you have the right individuals participating during your internal conversations about business strategy and marketing. Be mindful that your initial reactions can and will affect the perception of your organization and it’s smart to have an external (third-party) voice participate in these conversations.

Don’t Exploit the Situation

I’m not a fan of (extreme) fear-based marketing tactics* and now is certainly not the time to capitalize on people’s fear. Attempting to make a quick buck as a result of COVID-19 is extremely short-sighted. Play the long game (more on that below) and be very mindful of the messages you’re distributing.

Don’t Stop Marketing

It’s easy to “turn off” your marketing. It’s extremely difficult to rebuild your momentum when you attempt to turn it back on. Studies going as far back as the 1920s indicate the advantages of maintaining or even increasing your marketing budget during a weak economy.

The relative noise level in your particular industry might drop as competitors cut their budget, creating an opportunity for you. This is also a great time to project stability and strength.
As my long-time business advisor Ron Finkelstein said, “I’ve seen companies cut marketing in times of crisis and it’s the single biggest mistake they can make.”

Think Long-Term

It might be tempting to focus time and money into short-term sales and promotions. But for many businesses that’s either not an option or could result in long-term damage to their brand. Consider retailers like J. Crew and Banana Republic. During the Great Recession, they conditioned consumers to never-ending sales. Ten years later they continue to struggle to sell items at full price.

For many of Hersh PR’s service-based business clients, offering discounts would immediately cheapen the brand. Right now, it’s wise to focus on brand-building initiatives that support your mission. Remember that clients will return and will be in need of your products and services.

Flex Your Creative Muscles

Over the past week, I’ve witnessed some incredibly creative marketing – virtual bingo on Instagram, video trainings and businesses supporting those out of work.

Now is the time to flex your creative muscles. Try something you’ve been thinking about for ages but didn’t have the time to implement. Create the video you’ve been brainstorming, but perhaps held-off because you wanted the production value to be “perfect.” Leverage the resources you have and market heavily to your existing clients. They need, and probably want to hear from you.

Many organizations don’t know how to market during times of uncertainty.  If you have questions or want to discuss next steps, don’t hesitate to contact us.

*Generating action such as a phone call or a sale from potential clients will involve a level of healthy fear. For example, you can give clients a feeling of exclusivity without using doom and gloom.

Read 
More Articles.

Read 
More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action?
Let’s see how we can reach your goals with a 20-minute introductory call.

7 Marketing Metrics Every Manufacturer Should be Tracking

5 Easy Ways to Generate More Website Traffic

5 Easy Ways to Generate More Website Traffic

5-easy-ways-to-generate-website-traffic
After your website has been designed (or redesigned) and been successfully launched, it’s everyone’s hope that visitors start flocking to it immediately. In reality, the concept of “build it and they will come” doesn’t always work. The Internet is a crowded place. You have to work hard to get your message and your brand in front of consumers. Even if you’re getting a decent amount of traffic to your site, the more (quality) traffic you generate will help increase the number of leads and conversions. Luckily, there are some fairly simple ways to actively drive more traffic to your website.

Generating More Traffic to Your Website

The first step in driving more traffic to your website is to identify your target audience. Who are you trying to reach? Who is your best potential customer? It’s recommended to create at least three different buyer personas/target audiences so you can align any type of advertising campaign with your target audience. Once you’ve pinpointed your personas, you can create customized campaigns designed to bring that audience to your website. Here are five easy ways to generate more website traffic:

Facebook Advertising

Facebook has made it simple to advertise to a very specific audience. While having an engaging Facebook page is an important element to your marketing efforts, you can also designate a modest budget for getting more clicks to your website with Facebook ads. Choose the option of “Clicks to Website” from Facebook ads manager, and you’ll easily be walked through the ad creation process.

Pay-Per-Click Advertising with Google AdWords

Using Google AdWords, you can set an advertising budget and only pay when people click on your ads. You’ll need to choose the proper keywords to bid on and create ad text around them. These ads will appear at the beginning of the Google search results page when people search for the terms you’ve identified.

Guest Blogging

When you’re an expert in something, lend your skills to others! Reaching out to provide a blog post on another reputable website will help lead visitors back to your own site while helping to build your brand and prove your expertise.

LinkedIn Pulse Articles

LinkedIn is the world’s largest professional network on the internet, and LinkedIn Pulse is their award-winning daily news application. Pulse allows members to publish and share content to reach their potential audiences at just the right time. As you’re writing and publishing your article, make sure to backlink to your website and your own blog.

Email Newsletters

Providing a monthly email newsletter is also a great way to drive more traffic to your website. Just one successful email blast can result in a nice uptick in traffic, and you can also provide a form on your website for visitors to easily subscribe. If you’re looking for more customers, increasing the traffic to your website is the first step to generating results. If you need help with any of these strategies, leave us a comment and we’ll be sure to respond!

Read 
More Articles.

Read  More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let’s see how we can reach your goals with a 20-minute introductory call.
The problem with most small business websites + how to fix it

The problem with most small business websites + how to fix it

The problem with most small business websites + how to fix it

You know that having a website is an essential element of your marketing strategy. But just having a presence online isn’t enough to get the results you’re seeking; your website needs to do more than just exist. It needs to attract your target audience, engage them, educate them, and convince them to buy from you. The problem with most small business websites is a lack of engagement. People visit your site and don’t get “pulled-in” with an interesting or relevant message. As a result, visitors leave and never come back. Estimates say that 75% to 85% of people who visit your site will never return.

That means you spent a lot of time and money developing a website that makes a terrible first impression. Or you spent a ton of time developing and launching a website, and haven’t bothered to update in months or even years. (check out this article to understand why frequent website updates are important.) If you’re curious about the level of engagement on your site, take a look at your bounce rate in Google Analytics – this is one of the metrics you should be checking regularly. Anything over 70% is much too high. Ideally you want to see a number between 30% and 55% Basically, just having a website that is easily found online is simply not enough. Visitors need to have a reason to stay on your site.

Getting visitors to stay on your site 

Regardless of whether you’re building a new website from scratch or considering a redesign, there are certain key elements to include. Remember, your website is a representation of your company. The overall design and color scheme is important, as is the message/content. Visitors will take note of your company’s credibility, professionalism, and stability from the moment they land on your website. They’ll want to feel welcomed and know they’re in the right place to get their questions answered or their problems solved. Getting visitors to stay on your site and connect with your brand means you must:

  • Have an understanding of your customers/clients pain points and how you solve them
  • Have an understand of the journey they take in order to solve these pain points
  • Then you’ll align your website and sales process with this journey (also known as the buyer’s journey)

If you’re thinking “I just built a website so I’d have something out there for people to find,” then it’s no wonder why your website doesn’t generate leads for your company! Remember that a website is always in development.  The time and energy you spent on your current website was not wasted – it’s a place to start. Now you need to update your site so it’s helping you generate and nurture leads.

Elements of a great website 

In addition to having a very clear and concise message, the visual and technical components are important as well. A study conducted by Stanford University found that the visual design of a website is the first indicator of a site’s credibility. Make sure your site’s design is consistent. Take care to use the right types of images. Stock images are acceptable, but make sure they represent your company accurately. Make sure you have clear navigation at the top of the site. Visitors shouldn’t have to think too much about where they need to go; good navigation will lead them throughout the site naturally. Finally, make sure your site is accessible for all users, regardless of what browser they’re using or what application they’re in. Your website needs to be mobile and tablet-friendly, too!

Remember, along with these design elements, the content on your site will ultimately convince visitors of your credibility. Keep your content organized and useful so your customers don’t abandon your site to move on to a competitor’s.

Read 
More Articles.

Read 
More Articles.

Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

read more
3 ways the internet has changed law firm advertising

3 ways the internet has changed law firm advertising

In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insight.

What’s makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action?
Let’s see how we can reach your goals with a 20-minute introductory call.

Why Website Content Matters + How to Update It

Why Website Content Matters + How to Update It

Do you want a website that converts traffic into leads?  You should be nodding your head in agreement.  You should also be seriously evaluating the content and the message your website communicates.

Your website is more than a digital brochure that potential clients might peruse at their leisure. This is an important step in the sales process – or what we call the buyer’s journey.

It’s important because it gives you the opportunity to demonstrate your knowledge, expertise and capabilities.  Buyers who are just starting to do their research are looking for some preliminary insight on their problem (i.e. – reading blogs and downloading checklists and tip sheets.)

Other buyers who are closer to making a purchase will take a detailed look at the products/services you offer (i.e. – evaluating the benefits and reading testimonials.)

If you’re thinking to yourself, “crap, my website is so outdated it’s embarrassing,” you’re not alone.

Many small business owners launched their website a few years ago and haven’t bothered to update it since.  This means product/service descriptions are outdated and what you’re actually saying and delivering to the client has changed.

It creates a disconnect for your clients and hurts the brand you’ve spent so much time building.

The bottom line is that along with having a great design for your website, it’s also vital that the information you’re providing is high-quality, relevant, and can convert visitors to your site into customers.

Quality content on your website

So, what kind of quality content should be included on your website? First of all, it should be unique.  This will help with your search engine ranking, and it will also set you apart from the competition.

Second, you have to appeal to your target market, or what we call buyer personas.  The content you publish should inspire them to take action.

In order to demonstrate that you’re the expert, you’ll want to provide statistics, case studies and testimonials. Your content should be educational and written in a way that people can easily understand; in other words, don’t sound like a robot and limit the use of jargon.

Finally, the content on your site should also be fresh and updated often. If a potential customer lands on your home page only to find the information is three years old, they probably won’t continue much further along the buying cycle.

Your content should:

  • Be uniquely you
  • Appeal to your audience
  • Demonstrate that you’re the expert
  • Be updated regularly

Keeping the content on your site updated regularly

Developing the messaging for your website shouldn’t be done on a whim.  This takes careful planning. You’ll want to consider your goals, target markets and your unique selling proposition.  These are also a few of the components in a marketing strategy – you may want to spend time updating that as well to make sure everything is consistent across all channels.

Adding quality content to your site does take some time and effort, but the results can be well worth it.  If it’s done correctly, you’ll see improved engagement on your website and an improvement in your search rankings.

For years I touted blogs as the go-to source for fresh content on a website.  While I still think blogging is important, it’s not the only type of content you should consider.  You might also want to publish:

Remember, the types of content you publish regularly need to align with your buyer persona and your sales process.

You can keep organized with a content and promotions calendar.  You might also consider delegating some of these tasks to a marketing agency or consultant because you may not have the expertise in-house to do this effectively.

Final thoughts

Remember, the content on your site should be clear and concise and the value you offer should be front and center.  With search engines getting smarter and buyers getting more selective, it is the content that will ultimately turn a prospect into a lead, and then into a valuable customer.

Have more questions about publishing quality content on your website? Leave a comment below and we’ll be sure to respond!

5 danger signs

3 reasons why delegating your marketing to your admin staff is a big mistake

3 reasons why delegating your marketing to your admin staff is a big mistake

As business owners, we’re always trying to work efficiently with the time we have.  The best way to do this is to delegate various tasks to our support staff.

I do this all the time with tasks like proofreading, email follow-up and social media scheduling.  It allows me to focus on more important revenue-generating tasks like campaign strategy for clients or marketing for the agency.

But there are some tasks that your support staff is just not equipped to do. Marketing is one of those tasks. Sure, your team will be part of the process and can help with some of the execution, but they shouldn’t be solely responsible for the growth of your company or organization.

Here are three reasons why your administrative staff shouldn’t be running your marketing campaigns:

Reason #1 – They aren’t marketing experts

Marketing is a bit of an art and a bit of a science.  You must have a good understanding of consumer behavior, buying trends and what’s going to make someone take action (i.e. – move them from a visitor to a lead to a customer.)

Developing lead generation campaigns that get measurable results comes with experience.  Relying on someone who has executed one or two campaigns won’t provide the level of insight and confidence you need in your marketing.

Research from Capgemini Consulting (PDF) indicates that 90% of companies lack the necessary digital skills to run effective marketing campaigns.  This includes the areas of social media, mobile marketing, process automation, campaign performance monitoring and analysis.

Remember, it’s about leads, customers and a return on your investment (ROI).

Reason #2 – Technology moves too fast to keep up

On any given day, I might get the office and find a new update from Google or Facebook.  It’s my job to understand these changes and how they might affect our clients.

And the effects might not be evident right away – it might take some additional testing to learn more.

Unless your support staff is willing to take on this responsibility for all the channels you want them to manage, they shouldn’t be running your marketing.

Reason #3 – They don’t have time to do it effectively

Think about the reasons you hired your support staff.  Perhaps it was because you needed someone to schedule appointments, answer the phone or assist with the product or service you deliver.

That’s important work, and I’m guessing it keeps them pretty busy.  Is it really wise to give them more work?  Or will you be spreading them too thin?

What’s the solution?

It seems like delegating your marketing and lead generation to your support staff is an ideal solution to ensure the phone is ringing.  But in reality they probably lack the expertise and the time to do it right.

It’s a better use of your time and money to hire an expert who knows what they’re doing.  It will certainly be an investment, but one that can also save you money in the long run.  Hiring a digital marketing agency takes some careful considerations so check out this blog article for additional insight.

Have more questions about hiring a marketing agency? Leave a comment below and we’ll be sure to respond!

25 website must haves