Bolchalk FReY's Blog


Guide to Email Marketing
August 10, 2017, 1:31 pm
Filed under: Email Campaigns, Marketing

It is important to have the right strategy for your email marketing to see a better return on your investment. You shouldn’t be sending emails just to send an email. Send emails that are going to be valuable to your target audience and will strengthen your relationship with them.

Here are some tips to put into practice:

  • Know you audience and how they prefer to be spoken to (formal, informal)
  • Build your own list through sign ups on your website, blog, contact forms with opt-in info instead of purchasing a list
  • Include a welcome email for all new subscribers to confirm permission
  • Segment your messages towards specific audiences
  • Make sure your copy is clear and concise to meet short attention spans
  • Check image to text ratio to ensure your text version will support HTML emails
  • Offer subscribers something of value (industry tips, coupon, etc.)
  • Make sure you have a call to action so subscribers know what they need to do
  • Do not have a “no reply” email address- you want to encourage 2 way conversations
  • Review metrics for open rates and clicks to determine what worked and what didn’t to adjust accordingly


Creative Myth #5 Stock Images – fact and fiction
July 19, 2017, 1:54 pm
Filed under: Art, Marketing, Photography, Uncategorized | Tags:

 

 Myth:  If I pay for a stock image from a stock website, I own the image.

Well, yes partially.  You have paid for the licensing rights to use an image or in other words you have paid for royalty free copyrights.  However, that image is still available for anyone else to “buy” and use.

Why this is important…if you are creating a key marketing campaign around a single image or small packet of images and have only invested in the rights for usage, your competitor or someone else in your industry might also love and use them.

Images are so critical to tell stories, based on shorter attention spans and massive amounts of daily messages.  If your image or images are critical to your “story”, hire a photographer or purchase full rights for the images.

 



Creative Myth #4: Branding and Logos are the Same Thing
July 13, 2017, 3:27 pm
Filed under: Branding, Marketing, Uncategorized | Tags:

These two words are often misused and misunderstood. Branding is about the elevation of a company, product or service from being a commodity to being distinct and recognized through identity, marketing, advertising and most importantly, client experiences. There are many competing products, services and organizations, but branding creates that crucial distinction from the competition.

 

Logos by themselves are a graphic icon and/or typographic mark that identifies and represents a product, service or company. Logos are part of brand identity which is the visual part of branding that includes advertisements, signs, uniforms, packaging and many other collateral materials.



Is your social media marketing working? Here’s how to tell.
March 22, 2017, 2:58 pm
Filed under: Branding, Google analytics, Marketing, Social Media | Tags: ,

To measure your social media marketing you do it in a similar way in which you analyze all your marketing strategies.

Measuring your firms reach is one of the most important first steps in this process. Reach is how many people are exposed to your account/advertisement. How many followers your Twitter and Instagram have and how many likes on a Facebook page your firm has are great measurements of how much exposure you social media marketing is receiving.

Next, you must look at the level of interaction from people who were reached. Social media marketing can be highly interactive, which in turn can increase your reach. You can measure this by the amount of clicks, shares, likes, reposts etc. These are easily measured and can be done by someone fairly inexperienced.

Most importantly you must look at your conversion rate. Your conversion rate is dependent on your original marketing goal…why are you advertising? Your call to action can be increasing visits to a store front or website, increase sales, or even increase brand awareness. It is all dependent on the firm and what they need to better their business. Google Analytics is a free tool to help you analyze your conversion rate, but there are many others out there too.

Just like any other type of marketing it is important to realize that this is a great way to advertise, but it’s also extremely easy to lose a lot of money and time. As long as you keep up on your reach, interaction, and conversion you should have no issues creating a cost effective social media campaign.

 



Why do Consumers Purchase?
February 8, 2017, 2:46 pm
Filed under: Marketing, Social Media

Consumers purchase different products and services to meet their goals. Their goals can range depending on the day or the hour. For instance one person’s goal can be to nail a job interview or it can be to look “cool” in front of some new friends. These two situations can change what a person is willing to purchase despite their attitude towards a product.

Someone interviewing for a job may purchase a business suit at the store. Even if they may hate wearing business clothes they will be more likely to purchase them to meet their goal of receiving a job offer. On the other hand someone who wants to look “cool” in front of their friends that night might purchase a trendy new outfit. These competing goals can lead to different purchase decisions regardless of their personal preference.

There are also many influences over consumers that affect how they will meet their goals. Some of the influencers over consumers include cultural influences and family and friend influences. Cultural influences depend on how someone was raised and where. For instance, in China the color white represents mourning; this cultural norm can cause someone to buy an all-white outfit when a family or friend passes. In the USA this view is the opposite, the social norm is to wear all black to a funeral.

Family and friends can also change the purchasing behavior of a consumer. Consumer’s two main reference groups include family and friends. Depending on which group someone is trying to fit into will affect the purchase decision. For instance, if you are planning on being around your family you may feel more comfortable buying a pair of sweats to wear, but if you are going to be with friends you know you will be looked down upon for wearing them and will not purchase them.

Your goals and other social influences can affect your purchasing behavior. It is important as a marketer to realize this and understand that consumers are not necessarily predictable. This is because their attitudes do not always align with goals and others in their reference groups leading to an out of ordinary purchase.



Why Should You Outsource Your Marketing & PR?
January 4, 2017, 10:28 am
Filed under: Marketing, Public Relations

Outsourcing is a way to increase business efficiency. When looking into outsourcing your marketing and public relations you should look into an agency that specializes in it. Here are some of the top reasons you should outsource this task:

  1. Creativity: Marketing agencies are more likely to have better and more creative ideas than someone in-house. This is because there are one or more people with the job to be creative!
  2. It’s who you know: When it comes to Public Relations it comes down to who do you know in the media and how enticing is it. Agencies are more likely to know more people to contact with press releases.
  3. 2 is greater than 1: It’s unlikely that your one employee or small group of employees can do all that an agency does. This is because and agency is solely focused on what you need them to be giving your in-house marketing a chance to work on different aspects.
  4. Flexible: This connects with number 3. If you have your team working on too much they will never be able to keep up with the ever changing market. This is where the agency comes in. You can still have someone working in house, while simultaneously having an agency work on a different project.
  5. Time: Lastly, we all know time is money. Often in small businesses there are few employees with little time to focus on marketing. Marketing is essential to communicating your product or service and can be time consuming to put your ideas into action.

Overall, outsourcing marketing can be a great idea for a company. It can mean having more time to work on other business functions and can allow for creation of more successful marketing campaigns. Just remember not everyone can be everything!



The Product Lifecycle and Marketing
December 7, 2016, 11:47 am
Filed under: Branding, Marketing | Tags:

 

The product lifecycle is one of those things you hear about and only think of using when it comes to how long your company will live. Well using this idea with marketing can help you increase the effectiveness of your marketing budget.

The first stage of the product lifecycle is introduction. This is just like a baby’s first breathes in the world. No one knows about your product or why they need it. The goal of your marketing at this stage should be to give information on the product and explain the usefulness of it. You want people to understand the product especially if it is a new product category. Your main purchasers at this stage will be trendsetters. Trendsetters tend to be the first to try out a product or service and then other consumers follow suit.

Your next stage is the growth stage. This is a time where you want to increase awareness. You can do this by marketing to a broader audience while still targeting your market. The consumers who are usually next to purchase are mavens and you can utilize them to help market your product.  Now with the internet and icons on social media you are able to use these personalities to help bring awareness and attention to your product.

The third stage of the lifecycle is the maturity stage. This is the time where people know about your product and may already be using it. This is where you want to have your marketing targeted at reminding consumers. Having a lot of advertisements in different media will help you do this. Another way to remind customers of your product is by launching a new product line. This can not only make your current customer rebuy, but it can help start your product lifecycle over with a new product.

The last stage is the decline stage. Sadly, this means your company may not last much longer or it may become a novelty product. During this time you should decrease your marketing budget. There is no need to keep marketing a product that has become irrelevant to consumers.

Overall, you are able to use the product lifecycle stages in order to help you direct your marketing messages. This can help you increase your longevity of your lifecycle while simultaneously increasing your revenues. When to pull out your marketing budget on a product line is a difficult decision and one that most businesses struggle with.