Improving Your Marketing EffectivenessJeffrey SanfordDirector of Sales and OperationsJuris Fabrilis, Inc.

So, why are we here?

▪ Man has sought the answer to this question for ages.

▪ Today, we will address these items!– How can I improve my marketing effectiveness?▪ Planning & Execution▪ Digital Considerations▪ Traditional Considerations

Planning & Execution

Make A Plan

1. Review your current situation

2. Determine your audience

3. Make a list of your marketing goals

4. Determine strategies and tactics

5. Set your budget

1. Review your current situation

▪ Where am I?

▪ What do I want to achieve?

▪ Why am I considering a marketing campaign?

▪ Determine metrics that mean something to you!

2. Determine your audience

Identify your target

3. Make a list of your marketing goals

▪ Increase return on investment▪ Increase revenue by x percent▪Gain x new clients a quarter▪You get the idea…

4. Determine strategies & tactics

Read ‘Guerilla Marketing’By Jay Conrad Levinson

https://www.amazon.com/Guerilla-Marketing-Inexpensive-Strategies-Business/dp/0618785914

4. Determine strategies & tactics

Think!▪ Every bit of contact my firm has with the outside

world is marketing!▪ Lots of opportunities!▪ How to get people to change their minds and to use

your products/services.▪ Existing customers are more valuable than you may

be giving them credit for.

5. Set your budget

▪ New firms/individuals: 12-20 percent▪ Established: 6-12 percent

Chicken or Eggs: Which comes first?

5. Set your budget

Execute The Plan

Easy to discuss, hard to apply

▪ Challenge to Measure/Manage a concept

▪ Execution = Concepts morph into behaviors

Stay Focused

Focus on what makes you ‘special’

▪ Keep it simple▪ Know your competency▪ Know when to say no▪ Get Systematic

Digital Considerations

There Are No ‘Magic Bullets’

Online marketing requires the same amount of work & time as traditional marketing.

There are NO shortcuts.

Big networks with no connections are worthless.

SEO is not mayonnaise.

Understand ’Content’

Digital content = digitally available information

“You need high-quality, relevant content.”

...says Google

“Content is King!”

...says every digital marketing person ever!

“You need someone like me!”

…says Nick Augustine – Lone Star Content Marketing

Understand ’Content’ (cont.)

Two Content Camps:1. Techie (code) Camp– SEO– HTML Formatting– Other elements related to internet technology

2. (Regular) People Camp– At least 300 words– Headings and Paragraphs– Is it readable and interesting to the users?

Clear & Concise is Better

For BOTH camps, clear and concise is better!

▪ Simple, effective and correctly tagged code makes it easier for Google to crawl.

▪ Simple, effective and correctly tagged words make it easier for humans to crawl… er… read!

Understand ’Social Media Impact’

Business Impact from Social Media

▪ Growth of social signals: SEO can be boosted by social signals – likes, follows & recommendations...

▪ Social Media is a great vehicle to keep your BRAND & MESSAGE in the minds of a large number of people

Use Audits to stay focused

Add an audit schedule to your plan...

▪ After a website rollout (new, or major overhaul)

▪ Prior to any outbound contact campaign (email, mailer)

▪ Every 180 days (if neither of the other two apply)

Search Engine Optimization

SEO is NOT mayonnaise.

You cannot...▪ Put SEO on a website▪ Or on a sandwich!▪ Gain #1 search results just because you

implemented an SEO campaign

Search Engine Optimization

▪Onsite SEO ▪ What you can control on your website

▪Offsite SEO▪ How you funnel visitors to your website

Traditional Considerations

Traditional Channels are still Effective

▪ Print

▪ Broadcast

▪ Direct Mail

▪ Telephone

▪ Networking

How can you tell?

▪ E-Commerce has not killed the retail store

▪ Digital has not killed print

▪ Mobile messaging has not killed e-mail

▪ Social Media has not killed Docket Call!

You will only get out, what you put in

Effort(n.)

▪A vigorous or determined attempt

Effectiveness v. Execution

Do the activities of the program produce the desired results?

Laws of Motion (in Marketing)

Sir Isaac Newton sums it up this way:

1. An object at rest will remain at rest...

2. Acceleration is produced when a force acts on a mass...

3. For every action there is an equal and opposite reaction...

Let’s Recap!

14 Helpers for Marketing Effectiveness

▪ Make A Plan

▪ Review your Situation

▪ Determine your audience

▪ List your marketing goals

▪ Determine your strategies & tactics

▪ Set your budget

▪ Execute the Plan

▪ Stay Focused

▪ No ‘Magic’ Bullets

▪ Understand Content

▪ Clear & concise is better

▪ Audit yourself

▪ SEO is not mayonnaise

▪ Traditional marketing is still effective

Thank you!

If you have any questions, I will be available afterwards.

Juris Fabrilis, Inc.2317 Plaza Parkway, Ste. 300Bedford, TX 76021817.481.1573http://jurisfabrilis.com