Tag Archives: Marketing Tips

Four signs your marketing needs revamping

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It is entirely possible that the marketing strategy which previously brought you tons of customers is no longer as effective as it used to be. Whether the customer base has shifted, or the way your prospects do their product research has changed, or new competitors have joined the market — what worked last year might not be working so well anymore.

Whatever the case, it’s important to look at your marketing strategy with a fresh new perspective in order to stay relevant in your market. Here are some signs your marketing needs an overhaul:

You’re getting contacted less

If there has been a noticeable decline in the number of customers seeking you out, you should probably take a step back and re-evaluate. Unless there has been a clear change in general economic trends (i.e., a recession), then the reason for the drop off is either because your marketing is not reaching the target audience or your competitors are addressing that audience more effectively than you.

Website visits are down

You should be using an app like Google Analytics (it’s free!) to monitor the traffic on your website at least weekly. If you see a decline in visitors perhaps it’s because the information on your website is getting stale. Or maybe it’s not optimized for mobile. Things to look at include the state of your SEO, traffic coming from social media and the frequency of your blog posts. Any or all of these factors can lead to a decrease in traffic. Your website is the face of your business and needs to be up to speed on the latest upgrades and updates to open your brand up to as many opportunities as possible.

Social network follows have not budged

You should be consistently gaining followers on your social media platforms of choice. Fortunately, most social networks are good about keeping you informed on new follows. Try to keep an ongoing record of the new follows so you can spot any trends — for instance, which posts generated more follows versus ones that were duds. Also consider joining a new network that your customers are active on, or freshening up your social media campaigns and profiles by trying out new tactics, messages and visuals.

Your competitors are doing just fine

Keeping track of your own performance metric is clearly vital to your success. Perhaps just as important is keeping track of your competitors’ performance. If your sales are down and your new inbound leads are lacking, it’s worth taking a closer look at the competition to see if they are having the same problems. If they aren’t, take note of what they’re doing differently so that you can quickly figure out a better way to do things.

About Sam Lauron: Sam Lauron is a Communications Associate at Manzer Communications. She supports clients with digital marketing, social media, blogging and tech PR activities. Manzer Communications provides digital PR and marketing services in Austin, Denver and Houston and for any national brands seeking rapid, sustained growth. Some of the services provided include content marketing, social media strategy and ad buys, email marketing, and media relations.

The value of customer testimonials

Get your fans talking like Austin Eastcider's fans!

Get your customers talking like Austin Eastciders’ fans do!

I write a lot about the value of media coverage for all kinds of businesses and nonprofits. After all, getting a timely article in a local newspaper or interview on TV can pay huge dividends in the form of more brand awareness, increased credibility and even more revenue.

There’s another form of credibility, however, that can cement your reputation in the eyes of customer and it often goes unmentioned – the customer testimonial.

There’s a good reason why Yelp became so popular and customer reviews on Amazon and other e-commerce sites are one of the most frequently visited parts of a product page. People value the opinion of others who have already tried a product or service and want the skinny before they take the plunge.

There’s no question references (either in the form of emails, phone calls or pre-written testimonials) are an integral part of the purchasing decision. In a prior life I sold 6-figure ERP and CRM software deals and I always arranged for my prospects to speak with past and current customers. It helped provide the extra peace of mind they needed before signing a contract and committing to a 6-figure payout for software and consulting services.

Bottom-line, a testimonial can be the difference between crossing the finish line in first place or dead last so you should secure as many of them as practical to support your brand.

When asking for a testimonial, don’t forget to ask that your customers recount specific accomplishments or product features when writing down their thoughts. “I really liked working with Jill,” or “this widget helped me improve my bottom-line” won’t go very far toward capturing the imagination of your prospects.

If you’re a B2B company, ask for facts like return on investment, increases in revenue, savings in costs – any metrics that can lend credence to claims you are making about your product or service. If you’re a B2C business, then be sure customer testimonials emphasizes emotional connections to your product or service in order to paint a persuasive picture and capture the imagination of prospects.

So don’t be shy! Go ask your customers for a little love. Get lots of specific details. Provide a little editorial guidance if need be. Post completed testimonials to your website on a testimonials page or as call-outs on main product or service pages. And don’t forget to ask if your customers would be willing to write the testimonial on your behalf in LinkedIn, not to mention Twitter and even Facebook.

After all, if they are happy customers and you treated them well, then they should be willing to give you a shout out to do you a good turn!

About Dave Manzer: Dave Manzer founded Manzer Communications, an Austin PR & content marketing agency for startups and fast-growth businesses in 2009. He specializes in highly integrated PR & inbound marketing strategies that help companies in technology, healthcare, consumer and professional services reach their goals in brand awareness and revenue growth. If you have any PR questions about your startup or small biz, feel free to tweet him at @davemanzer or email him at dave(@)manzercommunications dot com.

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