Category: Digital Marketing

This is a short but helpful read on questions to ask digital marketing agencies before you decide to hire them. How will they measure if the campaign is successful? What is the long term goal for your account? Your digital marketing agency needs to determine what the short term and long term goals of your account are. Most clients need to understand that it can take some time to start ramping up a digital marketing campaign to help get a campaign to a saturation point (at least 60-90 days.) It’s important for you to have a conversation with the agency about how you will both determine how successful the campaign is. It’s important to determine what the one time value of a new customer is as well as what the lifetime value of a new customer acquisition is. The arbitrage of how much you spend on marketing and what the value of a new customer acquisition is will help establish how you will gauge if a campaign is successful. Think about how much you’d be willing to spend for a new customer and what the value of a new customer is. Do the digital marketing agencies team members have significant experience in digital marketing? There are hundreds, if not thousands, of digital marketing agencies across the United States. It’s important to check the backgrounds of the people at the...

Use Logic To Establish an Initial Marketing Budget Many businesses we work with will pick an amount to spend on marketing without using much hard logic to determine how much the amount will be. A quick example: A percentage of average monthly revenue or target monthly revenue. There are several studies that will show the benchmark for your industry that can be found with a simple Google search. Most small businesses will spend between 5% – 13% of monthly gross revenue on marketing and advertising. Start with a number, then adjust it based on how well your marketing is performing – the monthly marketing budget you start with doesn’t have to stay static all year. Don’t Skimp on Content Marketing and Creative Content marketing and creative services are something you should not skimp on or be cheap with. We see businesses all the time that run huge TV buys or digital buys, but the creative they run is low quality, or they don’t do a good job at rotating creative to help reduce ad decay. Ad decay happens when target customers / clients are served the exact same creative over a long period of time. This means you need to swap out or rotate your creative message every few weeks. With content marketing, this is the content that stays out on the web forever and doesn’t cost you anything...