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Marketing Strategy

How much should you spend on Facebook Ads?


This simple, logical formula will help you plan your social ads spend.

Facebook advertising offers a relatively low cost, highly effective form of advertising. For many growing businesses, Facebook ads is the most powerful advertising method available, as it allows for clear measurability, and access to very targeted audiences at a relatively low cost.

While there is no one-size fits all formula to help a business calculate their budget for a Facebook ads spend, we have created a formula below that will help businesses begin to set concrete marketing and spending projections for their efforts.

A Few Helpful Statistics to Note:

  • Average Facebook Ad Click-Thru Rate: 0.9%
  • Average Website Conversion Rate 1.0%-10.0%
  • Average Facebook Cost Per Click $0.64
  • Average Facebook Cost Per 1,000 Impressions: $5.99
  • 6 to 8 touches to make a sale
  • Conversions with remarketing is 4x higher than native efforts


Step 1: Determine your goal for Facebook Advertising

Are you looking to build brand awareness? Consider measuring impressions or reach. Are you seeking to get online conversions such as contacts, sales, or sign-ups for your email list? Measure things like website click-thru. (Click here to view our guide to measuring marketing success for more measurement ideas.)


Step 2: Gather Data

You’ll need to find the following pieces of data about your own marketing:

  • How many visitors does it take to convert (contact or email sign-up) on your website?

Configure Google Analytics Goals to determine this. If you don’t have that figure, assume a 1-3% conversion rate for initial estimation purposes. If you get direct sales through your site, you’ll want to adjust your numbers below to accommodate.

  • What is your sales process conversion rate for individuals who contact you or sign up for your email list? Once someone signs up for your email list or contacts you, what is the likelihood that they will become a customer or client?
  • How much valid (non-spam) traffic does your website receive each month from sources other than Facebook, such as Google, referral traffic, or email marketing?


Reverse Engineer Your Path

Let’s say that you’ve decided your business requires 10 sales per month. You’ve gathered your data and figured out that:

  1. You have a 1% conversion rate on your website. Therefore, for every 1,000 visitors that you receive, 100 of them sign up for your email list or contact you for more information.
  2. You have a 25% sales process conversion rate. For every 100 people that sign up for your email list or contact you, 25 of them become customers or clients.
  3. You receive 500 visitors per month from sources such as email, search engine traffic, and referrals.

From this data, you can glean that it will take 1,000 qualified visitors to achieve 10 sales per month. (Note: this will strongly depend on your sale process, but this should bear true, as it is based on your historic performance data.)


  • 1,000 Visits Per Month x 1% Conversion Rate=100 contacts per month
  • If, of 100 contacts, 10% end in a sale – 1,000 visitors should yield 10 sales per month.
  • If you get 500 visitors per month from sources such as email, search engine traffic, and referrals, you will need an additional 500 visits from qualified, interested parties.
  • Facebook Ads yield 0.9% click-thru rate. Therefore, it will take 55,555 website impressions to achieve 500 qualified website visitors to bring you to that goal of 1,000 qualified website visitors each month.
  • Average cost per 1,000 impressions = $5.99
  • Therefore, $329.45 per month would be the LOW end of your budget, assuming that your visitors are warm, well-qualified, well-targeted leads. This is assuming that you can convert someone in just 1 impression or interaction, because they are already familiar with what you have to offer. Remember that earlier statistic, 6 to 8 touches to close a sale…
  • If your audience is not established and has not had any interactions with you in the past, you will only be reaching non-fans to sell, drive traffic, and grow your lists. That is less effective and more expensive than targeting fans who expect (and desire) to see your content. You will need to multiply the number above times 6 or 8 in order to engage each individual enough to get them to convert. Therefore, you can expect that the HIGH end of your budget would be $1,976.70 to $2,635.60 per month


Ways to reduce your cost

The numbers above may seem impossible to budget for. Remember that over time, you can reduce your cost by keeping your audience engaged. You can also reduce your cost through retargeting (which has been shown to be up to 4x more effective, and 50% less expensive than ads without pixel retargeting). Here are other ways that you can reduce the cost of your Facebook ads spend:

  • Quality targeting
  • Long-term relationships with a warm and active audience
  • Retargeting with Facebook Pixels (increase conversion by 4x, reduce cost by as much as 50%)
  • Increase traffic from other sources by improving your search rank, email quality, and referral traffic

If you’re looking for other ways to grow your business through a comprehensive strategy, consider our small business coaching program, available to businesses nationwide. Click here for more information on marketing and business coaching.

If you want to learn more useful information like this, consider our Liftoff Business classes, available in person (in St. Louis) or online. Click here to view our schedule.


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Measuring marketing success

Marketing Metrics ROI

Click the image for a printable PDF.

Connecting Marketing Metrics + Business Goals


Tying your marketing efforts to your business goals is a critical and often overlooked step in the creation of a marketing plan. Rather than creating exhaustive metrics reports on a monthly or quarterly basis to explain the value of your outreach, choose a few strategic measurements to track that you can more directly translate into success.

Just about everything you use for marketing from your website to social media has analytics behind it showing your performance. Without taking the time to step back and look at how you are doing, how will you improve your marketing? Marketing measurement is crucial when it comes to increasing your business performance.

Are you using analytics to your advantage?

Did you know that organizations that adhere to well-established marketing metrics are 3 times more likely to hit their goals than other organizations? As a marketing firm obsessed with numbers and analytics, we have found this to be true.

The key is to take a good look at your business goals and find the marketing metrics that align directly with those goals. From there, you can begin tracking what works for you when trying to achieve those goals and what does not.

Everything we do from social media to SEO is backed by the data we find from our analytics. There is nothing that is more objective than your analytics, which is why we recommend using every piece of information you can that will help you when creating your marketing strategy.

When you’re reporting your marketing and sales success to a manager or board of directors, you often may as well speak to them in a foreign language if you’re going to communicate your success in impressions or pageviews. Instead, speak to them about the return they’re getting for their investment (ROI) by matching your business goals to a few key measurements that are direct indicators of the success or failure of those goals.

In today’s blog, we have shared two potential guides that you can use to start your tracking process. One is a quick, high-level, printable guide you can keep handy at your desk. The second guide is a more in-depth look at some ways you can measure your social outreach and campaigns. These lists are far from exhaustive, but should help you begin to measure the ROI of your marketing efforts.

Business Goal Marketing Goal Notes
  • Traffic to website
  • Number of calls
  • Number of emails
  • Number of downloads & subscribes
  • Visits to contact page versus number that actually complete form
  • Lead score or B.A.N.T. evaluations
Prioritize lead follow-ups by:





  • Increased conversion rates from qualified lead to opportunity
  • Overall decrease in sales cycle duration for qualified leads
Utilizing a CRM (Customer Relationship Manager) tool may help you more effectively measure improvements in lead conversion. May calculate by total number of leads minus conversions divided by 100.
  • Landing page for purchase conversion
Measure visits to a page that indicates successful conversion. Track this in Google Analytics’ “Goals” section.
  • Social media impressions & reach
  • Social media engagement (virality due to likes, clicks, comments, shares)
  • PPC ad clicks
  • Increase searches
  • New direct traffic to website from word of mouth, advertising or PR (non-digital) interest
  • Number of inbound links coming into your website (people referencing your material as authoritative)
  • Email subscriptions
  • Email performance (open rate, click-thru)
  • Blog subscribers
  • Website traffic
  • Lifetime value of customer divided by cost to acquire them.
  • Cost Per Action
  • Cost Per Click
  • Website traffic compared to leads/completed contact forms
  • CRR Formula: Calculate by number of lost customers from original number of customers divided by original number of customers for the given period.
REFERRALS & REVIEWS Use a CRM to track the source of your incoming leads to know how many come from word of mouth referrals.
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Google Adwords Tips to Increase Your ROI

Have you ever tried using Google Adwords without any prior knowledge of how to set up an ad? To be honest, it pretty intimidating! Between campaigns, ad groups, keywords, and ad extensions, it is hard to know if you are doing anything right. Since we are often asked how to approach Google Adwords, we want to provide you with a quick start up guide on how to set up successful Google Ad campaigns that will increase your ROI. In this example, we are going to set up a campaign that is “search network with display text.” Take a look at the Google Adwords tips below to enhance your ads.

1. When your first set up your campaign, choose “All features” instead of “Standard features.”

Google adwords tips, ad type

This will broaden your opportunities when creating your ads and campaigns. The more options you have at your disposal, the better!

2. Use advanced search when choosing your location

google ads location

In order to better target your ideal audience, look for the “advanced search” option at the bottom of the locations you input for your audience.

Next, be sure the highlighted area of your map is reaching your desired audience. Then, click “Location groups” toward the top and under “Choose location group type” you can narrow down your audience by interests and demographics to have a more successful campaign.

google adwords location groups

3. Do not underestimate the power of ad extensions

Always try ad extensions on your ads to see how they perform. These extensions make your call to action more visible and the user experience easier. For example, adding a call extension allows for a potential client to contact you with one click rather than going to your site to look for your number. There are numerous benefits to using ad extensions, so try a few and see which ones work for you.

4. Be smart about your ad copy

Since there are a limited amount of characters you can use in your ad, you will want to make every word count. Be sure to:

  1. Include keywords in your ad copy
  2. Capitalize every word
  3. Add a call to action at the end of the ad


5. Choose your keywords wisely

It is tempting to add every keyword that seems relevant to your ad, but refrain from keyword overload. The ideal amount of keywords to target are 4-8. This may seem insanely low (and does vary depending on your industry), but you don’t want to pay for bad clicks.

Speaking of bad clicks, you will want to choose the right keyword match type for your specific keywords. Using “broad match” will often leave you paying for clicks that are not entirely relevant to your keyword. “Phrase match” gets you much more qualified clicks and “exact match” will definitely get you clicks from people in your designated area search with that exact keyword. Not all keywords will need to be an exact or phrase match, but sure to check your search terms to make sure you are not paying for bad clicks.

google ads keywords

6. Stay on budget with a schedule

Within your ad group settings, you will find scheduling under the advanced settings. In order to stay on budget, plan your daily spend appropriately for the length of your campaign. In the photo below, there is not an end date set, which means Google will spend whatever allotted amount you gave daily until you manually disable the ad. Set an end date that works with your budget and daily ad spend.

Google adwords schedule

With these 6 tips in your pocket, you will be ready to rock your next Google Adwords campaign. Need assistance with your next marketing campaign? Take a look at our marketing services.


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4 Steps to Rebranding Your Company

So you are considering reinventing your business. You feel ready for new and exciting branding, but where do you begin? It’s important to give this risky decision a lot of thought, as rebranding your company can really backfire if you don’t approach it correctly. Make sure you are confident that your company is in need of and ready for a new branding and marketing strategy. Talking to a marketing consultant about your plans could be a great option. When our clients decide to rebrand, we tell them to consider their target audience and make sure their new marketing is moving in the same direction as they are, and make sure their new branding strategy speaks to them. When you are ready to take the plunge, follow these steps to rebranding.

1.Figure out your target audience

old spice rebrandingAre you trying to recapture the interest of your current audience whose interest is waning, or are you looking to reel in an entirely new audience? It’s important to understand what direction your company wants to move in so you can properly lay the foundation for a successful rebranding. One excellent example is the Old Spice rebranding. In 2010, Old Spice did some research and discovered that 60% of men’s body washes are actually purchased by women. Armed with this valuable information, they worked on marketing that targeted the female audience and launched the “The Man Your Man Can Smell Like.” The results were incredible and immediate, with a 300% increase in website traffic and 200% increase in sales and subscribers. (Source)

Knowing your audience is essential when it comes to branding. Make sure you do your research and come up with the best target audience for maximum return on investment.

2. Don’t fix what isn’t broken

Too many companies make the mistake of rebranding for the sake of rebranding; essentially trying to fix what isn’t broken. If things are working, don’t change them!

One rebranding fail was the Netflix/Qwikster debacle. Netflix, which was already an incredibly successful DVD rental-by-mail and online streaming service, attempted to split their business into two by keeping the streaming aspect as Netflix and the DVD rental-by-mail as a new brand, Qwikster. This introduced a second pricing model, essentially costing previously loyal customers more money for the same services they were getting before the rebranding. To add insult to injury, Netflix failed to research social media profiles before choosing the name Qwikster, and discovered far too late that the Twitter username, @Qwikster, was not only taken, but it was owned by a high school student whose online persona was a drug-using Elmo. Ouch.

Netflix reversed its decision fairly quickly, but not before losing 800,000 subscribers. Total rebranding fail. (Source)

It’s important to identify what is working and what isn’t before you make any huge changes. If customers love your product but you can’t seem to get new customers to give you a chance, don’t change the product, change your marketing! Do your research before you take any big risks, and make sure you are changing the right aspects of your business, and leaving what is already working alone.

3. Develop your story

Your brand needs to tell a story, so you have to develop it. Everything from your logo to your advertising needs to flow together and have the same look, feel, and overall message. You can’t have a super serious advertising campaign and then come out with a cartoonish logo. Figure out what you want your brand to say, and then decide how to convey that message. What are you trying to say with this rebranding effort?

radio shack rebrand

In 2009, Radio Shack was struggling, so they attempted a rebrand. The problem was that all they did was change their name to The Shack. All of their services, products, and overall philosophies stayed the same, so the story was basically just “new name, same old store.”  Obviously, the rebrand was a complete flop and lead to over 1,000 store closures and yet another rebranding effort in 2014.


4.Promote and be proud

If you want customers to get to know the new you, you have to promote the new brand. Get out into the marketplace and make sure your new brand is displayed loudly and proudly. Let the public know what your new story is all about, why they should care, and how they can benefit from the new brand.

Once you’ve made the leap to a new brand, stand behind it proudly. Confidence in your brand will allow you to push forward through the transitional period, and come out on the other side as a more successful business than before. Rebranding is a huge step, but it is something that can reap great rewards. If you’re ready to change up your branding and marketing, do your research, follow these steps, and become a rebranding success story.

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FREE GUIDE: Marketing your seasonal business during the slow season

marketing-seasonal-businessSeasonal businesses such as landscapers, construction firms, summer restaurants, snow removal services, and the like struggle with feast or famine business cycles in an extreme. During the leaner months when business is slow, or perhaps non-existent, there are a number of things you can work on to ensure that your content marketing and outreach efforts continue to get your company in front of the eyes of potential customers all year long.


Owners of seasonal businesses such as ski lodges, farmers markets, and seasonal destinations can download our new guide, “Marketing your seasonal business during your slow time,” to learn five important marketing activities they should prioritize when the phones aren’t ringing.


Proactive marketing can ensure that when your target audience is actively searching for the services that you offer, that your company is top of mind, and hopefully at the top of search engine results as well.


Our guide covers activities such as:

  • Content marketing methods
  • Link building for SEO
  • Reputation management
  • Competitor research, and
  • Testing calls-to-action that will support your business.

During your busier times of the year, consider relying on the digital marketing experts at Blank Page Consulting. We know that as a small business owner, especially one with a seasonal focus, your time is best spent focused on the work you’re known for providing. Partner with a company known for providing excellent marketing services and assistance that will help your company achieve stability and growth all year long.

Blank Page
Consulting is a St Louis marketing agency, working with home service organizations, restaurants, nonprofits, and growing businesses nationwide. Learn more about our support services for your business:

Request our guide for seasonal businesses

Sign up for our mailing list to receive our new guide, “Marketing your seasonal business during your downtime.” We’ll deliver it to your inbox right away – and we’ll send occasional marketing news, tips, and help to you from time to time as well.

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hire danni eickenhorst to speak at your event, public speaker, marketing speakerAbout Danni Eickenhorst

Danni is one of the top social media strategists in the United States, having been nominated for multiple awards for her strategic digital marketing efforts. She recently launched her online course for small business owners, Universal Marketing Theory, and serves as a marketing and business coach for businesses of all sizes. Read more about Danni’s impressive career, including an award from Governor Nixon, successful election outreach, and her coverage of a major national disaster here. Feel free to reach out to Danni with questions or to have her speak at your next event.

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What is the future of social marketing? 2016 predictions


If you’re a small business owner or marketer for one organization or an agency, we recommend taking the time to dig into this episode of Social Media Examiner, with Brian Solis. Learn more about the future of content marketing – specific to digital and social networks – including voice search, wearable technology, brand experience, user experience, and his recommendations on where you should spend your time in 2016.

As we discussed in our new year blog, 5 marketing trends to be mindful of in 2016, there are big changes afoot. Count on seeing social media networks continue to demand more content to feed the various algorithms. With content publishing shifting to Facebook, Twitter and other networks, marketers and small businesses will increasingly need to be selective about where they publish the original copies of each post – and the potential impact of their choices.

Promoting his new book, What’s the Future of Business?, Solis recalls in the interview how content marketing has shifted from the early 90’s until now. Even as he drafted an infographic for his new book, the disruption and state of constant change within digital marketing presented a challenge –  one common to those seeking to write evergreen content about digital marketing strategy.

Dig into this interview to get prepared for marketing changes in 2016. If you find the changes to come to be too much to manage, never fear. Reach out to our team for monthly coaching or active marketing support.

2016 marketing predictions from Brian Solis:

Social Media Evolution: What Does the Future of Social Marketing Look Like?

Are you amazed at how much social media has changed over the last few years? Want to discover what’s next? To explore the evolution of social media, I interview Brian Solis. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from SM Examiner. It’s designed to help busy marketers and business owners discover what works with social media marketing. In this episode I interview Brian Solis , a principal analyst at the Altimeter Group . He’s written eight books, including Engage and What’s the Future of Business? His newest book is called […]

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Our 5 rules for unparalleled marketing partnership

How we’re serving clients with incredible marketing services in 2016 and beyond…

At Blank Page Consulting, our team of marketing experts work to create fresh, original, impactful marketing that helps support your business growth. Read on for more about our unique approach:


We’re in this for the long haul.

At Blank Page, we work with clients for long-term success and strive to become a critical part of their organization. Real business success doesn’t happen overnight – for you or for us. When it comes to marketing, our job is to do more than simply fill a need or to check to-do’s off your list – but to proactively work to ensure the your marketing needs are met with unmatchably excellent work. Our goal is to be a partner that our clients can trust to keep them focused on strategy, executing on a strategic plan, moving forward on deadline with extraordinary creative and marketing strategy.


We keep it fresh.

Our team knows that marketing efforts can suffer from stagnation and status quo – so we strive to keep our marketing efforts fresh with regular campaigns and an abundance of fresh ideas. We believe in taking calculated risks (with our clients’ blessing), in trying new things, and in working to always expand the creative comfort zone.


We make it personal.

Your success is our success. With monthly phone calls, regular emails and frequent meetings, Blank Page Consulting’s team will strive to become part of your in-house team to create a seamless marketing partnership– always abreast of the latest in your organization in order to inform our content.


We are your business advocates.

As your messaging megaphones, we believe that it is critical that we’re aware of what is happening in your industry so that we can always be ready to proactively positioning you in times of change. Additionally, we will shine a light on strategic concerns that come to light when we work with you – helping you stay focused on making choices for your business that will support your continuous growth.

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What is B2C marketing?

Do you need help developing a better B2C marketing strategy?

B2C, or business to consumer, marketing is exactly what it sounds like; businesses selling or marketing directly to consumers. Because no one knows your product or service better than you, it seems only logical that you would know best how to market to your customers. But B2C marketing isn’t as easy as it sounds.

The Internet has changed everything

The internet and social media has fundamentally changed the way consumers research and buy products and services. Now, it isn’t just important that you convince buyers of your product’s value, but you have to contrive an emotional connection between consumers and your product.

The internet has also changed the way businesses market to consumers. It is where many of your customers will look first for information on your product. Because of this, the internet creates a unique and challenging opportunity for you to engage with consumers across multiple digital platforms.

Why B2C Social Media Matters

Knowing where to find your customers online is the first step. Are they engaging with your content on Facebook? How about Twitter or LinkedIn? After you learn where your customers are online, then you must develop strategies for reaching them on each platform. The content that you create on each platform will be different.

Yes, B2C marketing has changed over the years, but the end goal is still the same. When trying to target consumers online, you must understand how to best utilize the following:

  • B2C Content Marketing. Think of content marketing as your best way to educate consumers and generate demand. If done correctly, your content–blogs, social media, company website and email newsletter–will personally connect consumers to your product, enticing them to buy. 
  • B2C Social Marketing. Having a strong social media presence is one effective way to engage with your customers and educate them on your brand and products. 
  • B2C SEO.  The stronger your keyword strategy, the more likely your company website will be visited. Search engine optimization (SEO) improves the visibility of your website by using applicable keywords to increase the likelihood that your website comes up during web searches. 


About Us

At Blank Page Consulting, we provide a full range of marketing services to help our clients gain visibility, build relationships and grow their businesses. If you are struggling with your St Louis marketing efforts, let us help. We can help you develop the best possible B2C marketing strategy for your business. Request a 30 minute consultation today with one of our digital marketing experts.

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What is B2B marketing?

Are you sure that you understand what B2B marketing really is?

Simply put, B2B marketing is when a business tries to sell a product or service to another business for the business’s use and benefit, rather than a consumer’s. Often, the products or services being sold are in larger quantity, requiring a more significant investment and a longer commitment.

The Internet has changed B2B Marketing

The internet and social media has fundamentally changed the way businesses target buyers. For example, the majority of business buyers research products online first. Because of this, it is important for businesses to learn where to find their buyers online via internet search engines, social media and email.

Your strategy when marketing to businesses should look different from your strategy to marketing to consumers. When trying to target businesses online, you must understand how to best utilize the following marketing methods to maximize lead generation:

  • Content Marketing. The sales process for B2B interactions takes, on average, 22% longer than it did in previous years. One way to supplement the sales process without overworking your staff is to provide valuable information that speaks to potential buyers through content marketing. This content can be used on your company website, social media and email newsletters. The content that you create – be it infographics, articles, videos or case studies – needs to demonstrate your product’s value.  Your content should answer the question why a company can’t do without your product or service.  In this way, your social media networks and your website can be answering sales questions and overcoming objections 24/7 so that your staff doesn’t have to. 
  • Social  Media Marketing. 55% of B2B buyers search for information on social media. (Source: Biznology). Social media accounts are only useful if used – and should be targeted to your industry and potential clients. LinkedIn is fertile ground for B2B relationship growth and lead generation, but you may also find other professional networks for your industry that help generate leads. For example, many custom home builders and home repair professionals post their work and network on, leading to new business for their industries through collaborative projects. 
  • SEO. Search engine optimization (SEO) improves the visibility of your website by using applicable keywords to increase the likelihood that your website comes up during web searches. Consider search terms that executives or managers that are seeking out your services or product may search – then answer their questions in a language that mirrors their own to increase the likelihood of your company being found. 
  • Sales versus Marketing. For long-term B2B marketing and lead generation success, it is critical that your sales and marketing teams work in partnership. A recent article by Meltwater cited that the role of salespeople is changing. According to their article, 82% of B2B decision makers feel that sales reps they interact with for B2B products and services are unprepared to answer their questions. Many also wish to focus less on product demos and more on responsiveness, relationships and references, which they feel speak more about the value of the brand and its offerings than a video conference, webinar or demo can. The key for your marketing is to learn what your audience expects and needs through surveys and interviews – and then to sync up your marketing and sales team’s efforts to deliver.

B2B marketing has evolved

Yes, business to business marketing has changed dramatically over the years, but the end goal is still the same. B2B marketing has evolved from face-to-face relationship building between a salesperson and the prospective buyer to a broader strategy that utilizes data tracking to generate sales leads. Under this new method, a lot of the work and research is done before the salesperson steps in to close the deal.

Partnering with B2B marketing experts

At Blank Page Consulting, we provide a full range of marketing services to help our clients gain visibility, build relationships and grow their businesses. If you are struggling with your St. Louis marketing efforts, let us help. We can help you develop the best possible B2B marketing strategy for your business. Request a 30 minute consultation and let Blank Page  help you with all of your B2B marketing needs.

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5 marketing trends to be mindful of in 2016

By Danni Eickenhorst

As we look ahead at what’s to come in marketing in 2016, we are seeing that major shifts in digital media are going to shape marketing strategies big and small. Increasingly, businesses of all sizes are finding frustration and failure in their marketing methods. By being aware of these 5 key marketing trends, brands can pivot in their planning – looking ever forward, rather than engaging in another year of reactive marketing.

    1. Continued growth of video content and video ads across all major channels – with a notable strategic increase in Facebook. In fact, some experts are predicting that Facebook will outpace YouTube. In a survey by Demand Metric last fall, an astonishing 74% of businesses reported that video content outperformed other content types in driving conversions. This fact, combined with the incredible reach that Facebook and Twitter now deliver on video content, makes video a MUST for brands in 2016.
    2. Mobile traffic will continue its trend of upward growth and will be at the heart of many of our strategic planning efforts in the New Year. We are seeing mobile outpacing desktop interactions across nearly every medium. With the rise of wearable technology, we’ll be optimizing for new screens and new content experiences.
    3. “Content shock” will continue to impact your marketing strategy – with content marketing struggling to be as effective a medium for many brands. A recent study found that the amount of content being created is far outpacing our desire for it – and our ability to consume it. Brands and small businesses will have to find new ways to stand out from the crowd through higher quality content, advertising, and strategic partnerships.Far and away, we are seeing that longer form content (4,000 or more words) outperforms shorter, punchier content again and again. From a search perspective, this content is richer, and if well written and well-formatted, will lead to longer site visits, which are signals to Google that you are offering strong and useful information.
    4. marketing trends in 2016 marketing trends content creation content production social engagement marketing strategyThe role of the website will continue to change as social media channels encourage publishers to publish on-network. The role of the website will continue to change as well, as digital assistants such as Apple’s Siri and Google Now serve up answers to questions without sending visitors to your site – some of these digital assistants are answering questions outside of traditional search engines as well, opening a new area of optimization needs for your content. In a recent study of 8,800 brands and their marketing, Trackmaven found that brands were creating 78% more content and realizing 60% less engagement than in previous years. And that brings us to our final prediction…
    5. Your marketing will take more time. During times of plentiful business, and during times of difficulty  alike, companies tend to cut their marketing budgets – a move that will invite future failure. Brands are finding that their audiences are demanding QUALITY of content over quantity – a demand that requires more time for creative and strategic considerations. We have found that customers and contractors that we bid our time for 12-18 months ago now take 20-30% more time to deliver on, due to the increasing competition across nearly ever industry. Because of the highly competitive nature of content marketing, there needs to be more time for the thoughtful and strategic distribution of the content you create – particularly if you are looking for insightful metrics to guide your future marketing efforts. Budget your time and your resources accordingly.

If you are looking for help to develop a marketing strategy in 2016, schedule your consultation with one of our digital marketing experts – or reach out to get a quote for marketing services. Schedule a New Year Strategy session online by clicking here. 


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