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

Budget

Authority

Need

Time

LEAD CONVERSION
  • 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.
SALES
  • Landing page for purchase conversion
Measure visits to a page that indicates successful conversion. Track this in Google Analytics’ “Goals” section.
BRAND AWARENESS
  • 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)
LIST BUILDING
  • Email subscriptions
  • Email performance (open rate, click-thru)
  • Blog subscribers
  • Website traffic
COST PER ACQUISITION TRACKING
  • Lifetime value of customer divided by cost to acquire them.
  • Cost Per Action
  • Cost Per Click
  • Website traffic compared to leads/completed contact forms
CUSTOMER RETENTION TRACKING
  • 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.
working with a marketing agency st louis marketing consultants

Working with a marketing agency: What to expect

Find out if our small marketing agency is a fit for your business.

We believe that success comes from aligning your business goals & your marketing. We’re big fans of entrepreneurs. Such big fans, in fact, that we made a pledge on Day 1 of our business to never act in anything but our clients’ best interest. For that reason, we developed this document, which helps inform potential clients about what to expect when working with Blank Page Consulting – so that they can make a fully informed decision when choosing the firm they want to work with. Please read through this document fully and then let us know if you’d like to talk about your company’s goals and Blank Page’s role in helping you find success.

What We Do

We offer business solutions such as consulting, training, and marketing to move your company forward. At Blank Page, we’re focused on helping businesses grow. We do this by offering marketing consulting services, business plan development services, coaching, lead generation campaign development, and hands-on marketing services – including website development, search engine optimization, social media marketing, e-mail marketing, content marketing, and more.

We serve as a partner and an advocate for our clients and believe strongly in a collaborative marketing approach – getting their input and voice

What We Don’t Do

Our values in action.

With our decades of collective experience, there are some things we’ve decided we will never do:

  • We will never block your access to your own creative assets (websites, social media channels, etc). We believe collaborative marketing, executed in partnership with actively-involved clients produces our best work.
  • We will never knowingly advise you to take an action that isn’t in the best interest of your own business.
  • We won’t stray from our areas of expertise. We are marketers – not IT or administrative professionals. We will lean on your IT and administrative team to handle their work, while we advise them based on our marketing strategy. If you need help finding experts, we can share resources and solutions.

What Drives Us.

Working toward your success.

Our goals as your marketing agency are to:

  • Deliver actionable advice that will help your business succeed.
  • Assist in implementing and acting on advice given.
  • Develop a voice and strategy, reflective of your company’s values – and executed in line with your business goals.

What To Expect

What clients experience working with our marketing consultants.

When you decide that you want to work with Blank Page Consulting, you will be assigned a project manager who will be your day-to-day contact. Typically, our CEO, Danni EIckenhorst, will be the strategist for your plan, but if you opt to work with Blank Page Consulting, your day-to-day work will be supervised by one of our certified marketing experts who will execute on the strategy by fulfilling all of the elements of your plan.

In the development of your marketing plan, we will determine what goals and metrics we should monitor in order to know how effective our strategy is at achieving your business goals. We will measure these goals over time, and adjust our strategy accordingly.

Your project manager will: -Work with you to learn your brand’s voice -Check in with you for regular updates for social and digital content -Look for opportunities for partnership, cross-promotion, and PR promotion -Hold regular meetings with you to report on progress made toward your goals.

You will be billed on a monthly basis – one month ahead of the work to be completed. If you are working with us for a short-term contract (such as website design), we will ask for a deposit at the start, and payments at set milestones.

 

Your partner for the long-haul.

Applicable to long-term marketing agreements.

Coaching and ongoing marketing clients who work with us on an ongoing basis work on a retainer basis – with a set number of hours allotted each month. In this way, they have access to our team of experts, working on their long-term goals, as they need them. Working with us on an ongoing basis work on a retainer basis – with a set number of hours allotted each month. In this way, they have access to our team of experts, working on their long-term goals, as they need them. Working with us on an ongoing basis offers advantages you can’t get from a one-off project. We’ll spend time with you to identify your most important goals and develop an action plan to help you reach them. Then we’ll track your performance along the way, offering advice to help you reach your goals faster in regular reporting and quarterly audits.

Our team is available during normal business hours to assist your company, in line with your project scope. For a higher hourly rate, our team can be available for emergency or after-hours work as well. Ask your project manager for details.

Your Commitment

Our minimum commitment.

We choose to work on 12-month minimum engagements. Marketing campaigns take time to fully realize success – and so, we ask that our clients commit to a minimum of 12 months of working with our team.

Our minimum monthly marketing agreements are: ‌•5 hours per month for coaching ‌•10 hours per month for active marketing ‌•Variable for short-term projects, such as website builds

Should you work with a marketing agency?

Considering your needs + our value.

When you have the right marketing plan and team in place for your company, your marketing team should:

  • Identify and eliminate inefficiencies within your business, and work to eliminate them.
  • Will help to establish you and your company as authorities within your industry.
  • Reach target customers in a more powerful and cost-effective manner than you could do on your own.

This partnership does require an investment of time and money – which you should consider before embarking on any agreement.

Consider the following:

  • Do you have the time needed to onboard your agency and respond to their inquiries?
  • Do you have the financial resources to invest in a 12-month plan?

Our Rates

Below are examples of our rates for ongoing work. These may be adjusted, based on your organization’s needs, at our discretion. Any software fees, hosting fees, advertising costs or other fees are additional. We will seek your approval before any costs outside of our approved fees are incurred.

  • Marketing Strategy and Coaching Services (Short-Term) $125.00 per hour
  • Marketing Services (Ongoing) $95.00 per hour
  • Other services such as graphic design, website development and coding, photography and videography are quoted on a project-by-project basis as needed.

Let’s Work Together.

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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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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 […]

unparalleled marketing excellence st louis marketing agency social media marketing agency, marketing partnership

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.

consumer shopping, B2C marketing, b2c marketing strategies, B2C, lead generation strategies, b2b and b2c marketing

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.

your content strategy is obsolete 2015 2016

Your current content strategy is quickly becoming obsolete.

By Danni Eickenhorst (@STLDanni) Last year, when Facebook announced their endeavors in Facebook Newswire and Journalism, we made a prediction. This prediction was somewhat controversial, but we stood by it, and it is absolutely coming true. We said that websites as we know them would quickly become obsolete and that content publishing on social media platforms would become the norm. We also predicted that these platforms would quickly provide disincentives for people to click anywhere outside of their platform, and that they would begin to give preference to on-platform content only, rather than links to outside sites, and we were right. It is all happening now. Your current content strategy is quickly becoming obsolete.

Why are platforms making this shift?

By keeping your content interactions on-platform, Facebook, LinkedIn and Google are able to track your activity, and to gather data for their strategic planning, and for their advertising revenue. Data is power. Data is money.

What’s happening now?

You may have noticed that for the past 18 months, Google has been providing preview content on search results, often answering any questions you may have right from the search results stream, such that you don’t have to click through to any of the websites that are coming up in search. Orders can be facilitated, phone calls can be made, general questions answered – all without ever clicking through to a website.

LinkedIn rolled out LinkedIn blogs – which are incredibly powerful – especially for B2B businesses and thought leaders in various industry spaces. You may even read this blog here, because as much as I wish it WASN’T happening, I have to share content where it works. (My personal rules = Publish first on my own site ALWAYS.)

This week, iOS 9 for Apple rolled out with the capability of enabling ad-blocking apps. Seems smart, right? Rather benign? Wrong. This changes everything. Every trend we’ve seen in the last 18 months has pointed to a focus on mobile marketing. Our click-thru rate on Facebook ads on mobile versus desktop has been 3 to 1 in favor of mobile. We invest accordingly. When Google rolled out “Mobilegeddon” changes in April, companies everywhere invested in making their sites quicker on mobile.

The new iOS changes will also block the cookies that track your activity online – something that we, as marketers, rely heavily on this day for predictive targeted marketing.

What does this mean?

  • If cookies are blocked, affiliate in-text links and banners will no longer function as they should. This means that people who are making their living from affiliate income will start to see a significant reduction in income – as the individuals they are marketing for will not be able to track the sources of their sales.
  • Mobile marketing campaigns will need to be closely tracked and reconsidered.
  • Rather than relying on cookies, traditional referral codes may be required. “Tell them Bob sent you by entering offer code BOB at checkout.”
  • Everything about SEO is about to change. Watch closely for more from our team.
  • Some predict that content sites, which will ultimately see a precipitous drop in traffic and income as content moves onto these platforms. Some predict that pay-gates (similar to what many newspapers are working to implement online – and often failing to implement) are the future. We’d guess that they are not.

What do we do now?

Own your own content. We strongly believe in building your business on your own real estate. So, for now, always publish on your own site first. You can always share content by republishing to LinkedIn blogs and other sources AFTER you’ve established your site as the original author source.

Give a preference for home-court advantage. Continue to drive traffic to your site whenever possible to keep the interactions and data yours – for as long as you can. Take advantage of in-text links when publishing on outside platforms. Link people back to your site whenever possible.

Watch your campaigns closely. Especially those on mobile. Be ready to pivot.

Diversify your income streams. If your business has a significant portion of income comes from affiliate or ad income – reevaluate your business model. Find other options. It’s the only prudent thing to do in a time of sweeping change.

Subscribe for the latest. We are closely monitoring the changes and their impact on marketing for the sake of our clients. Watch our blog closely for more. Sign up for our email newsletter for breaking news and updates.

[optin-cat id=”4109″]

 

LOOKING FOR MORE ON THESE CHANGES?

Listen to this incredibly insightful episode of “Note to Self,” for the true potential impact of these changes.

 

Find The Best Web Design Option for Your Business

Blank Page Marketing offers business solutions that cater to the specific needs of clients across the board. Our specialized services even extend to website design! We know that not every business can afford (or has time to maintain) a custom solution, so we often build sites that are easy for our clients to update. Utilizing platforms such as Wix or Squarespace make managing your site a breeze and allow you to focus on your business.

Wix and Squarespace are two great options geared toward different technological types. If the goal of your online presence is to set it and forget it, Wix offers ready-made, turnkey sites that require minimal maintenance like Painting for Peace in Ferguson, a site promoting a children’s book created in response to Ferguson. All profits of the book benefit North County area youth and art programs as well as local businesses. Ferguson

On the other hand, Squarespace is better suited for businesses interested in a more hands-on online approach like a recent site we created, Hackmann Lawn & Landscape. Which website building platform is best for you? We compared the strengths and weaknesses of each web design option to help.

Templates and Customization

Choosing a template that is appropriate and effective for your business can be a daunting task. Plus, you want to ensure that the template can be modified easily to respond to the changing needs of your business.

Wix offers more than 500 templates across various industries, which are subdivided into categories to simplify your search. Templates are not mobile responsive, but a user-friendly mobile editor has drag-and-drop tools for fine tuning the mobile view. Although switching templates is not possible without rebuilding your site, many modification tools are available to adjust the components of each template.

 

Wix Templates

Squarespace offers 32 templates organized into five categories. While the amount of options is less than that of Wix, the focused designs available streamline the selection process. Users can even apply custom CSS to any design if desired. However, if the thought of customizing code is overwhelming, users can stick to simpler adjustments such as font, theme colors, and background images. Plus, templates can be changed at any time without losing content.

Squarespace Templates

 

Unlike Wix, templates are optimized for any mobile device. A handy mobile preview feature allows users to check how design choices and content will look live.

Usability

Ease of use in a web platform is crucial for businesses because it helps to ensure that the day-to-day focus is devoted to matters more important than maintaining an online presence.

The intuitive and organized Wix control panel is divided into Dashboard and Editor sections. The Dashboard provides easy site setting management while the Editor provides customization tools, including a drag-and-drop feature. Once items are in place, a grid ensures that all elements are properly aligned and neighboring elements shift as text is added. As mentioned previously, template components can be reconfigured, but the template itself is permanent and cannot be switched without starting from scratch.

Squarespace offers more flexibility and freedom for users who are interested in making changes. The content and style editor are unified in a single interface, so updating content, such as resizing a photo, for example, is a snap. In addition, users can add multiple contributors, import blog or commerce content, and manage the site remotely using any of the additional applications available.

Both Wix and Squarespace offer support for users who get stuck. Wix offers phone support while Squarespace offers live chat and a rapid email turnaround of one hour.

Search Engine Optimization

Search Engine Optimization (SEO) makes your website more accessible. People rarely venture past the first few pages of web results before choosing a link, so taking advantage of SEO will drive traffic to your site by increasing its ranking.

Wix is not ideal for SEO. While users can add meta descriptions, keywords, and titles to pages, the inability to rewrite web addresses creates poor indexing results. Despite this disadvantage, the drag-and-drop editor includes a section for boosting SEO, in addition to a free SEO Wizard app that provides step-by-step instructions on optimizing your site’s SEO.

Squarespace offers a more advanced approach to SEO. Like Wix, users can easily optimize elements of the site by adding meta descriptions and incorporating keywords into titles and text, but the clean HTML also makes content more easily indexable by search engines. The main advantage that sets Squarespace apart in this arena, however, is the ability to customize the URL of every page, vastly improving SEO.

Ultimately, the platform your business chooses for its web design should be driven by the purpose of your website. If a business is satisfied with the functionality available in a chosen template, Wix might be the better choice. For businesses seeking more flexibility, Squarespace is the best option because it is better equipped to adapt to the overarching needs of your business should they change.

Have questions about setting up your website? Contact us for a free consultation!

Free Restaurant Advertising: Social Media Engagement

Photo of Ed Aller Design by Monica Mileur.

Photo of Ed Aller Design by Monica Mileur.

Restaurants can’t afford to miss out on the value of customer social media engagement. Having a strong social media presence can expand your reach beyond your neighborhood, while keeping your customers in mind when developing your social media strategy will build customer loyalty. Utilizing the following practices across Facebook, Instagram and Twitter will increase awareness of your business, generate social media engagement, and attract customers.

Increase Visibility

Use a combination of trending and niche hashtags to increase the visibility of your online content and, ultimately, awareness of your restaurant. For example, if local business Strange Donuts is hosting #strangedonutday to celebrate #nationaldonutday, include both hashtags in your post to increase the visibility of your content like food enthusiast, Chowchief. If your expertise is #craftbeer and your region also uses #stlcraftbeer, always use both hashtags like Urban Chestnut Brewing Company. Pizzeoli incorporates hashtags for the style of pizza they offer in order to increase visibility beyond St. Louis, in addition to event-specific hashtags such as #stlcraftbeerweek to promote a beer and pizza pairing at their restaurant as a part of the week’s festivities.

Hashtags

Increase Social Media Engagement

Social media interactions help to sustain the relationships customers build with your restaurant. Executing a presence creatively can increase the impact of your content and even attract first-time customers.

Start conversations with your content. Using captions that encourage discussion and responding attentively to comments will promote traffic as well as loyalty. Additionally, regramming customer photos helps to promote your restaurant. It’s flattering for the customer and it communicates what that customer enjoys about your restaurant through his or her own unique Riseperspective. Conducting contests can boost event attendance or promote your business. For example, Rise Coffeehouse encouraged customers to post photos of their coffee using #rise2000 for a chance to win a $10 gift certificate.

Show Your Good Side

Behind-the-scenes photos and employee images rank well on social media platforms because they allow customers to get to know a company, which ultimately builds loyalty. Presenting a balanced gallery of product- and people-focused images provides a clearer and more engaging sense of the welcoming energy behind all of the parts and pieces that combine to create your business.While dynamic branded content generates more followers, informal content makes new and existing customers feel more invested.

For example, posting employee bios will allow your customers to get to know the faces that represent your business while menu spotlights will showcase new food and drink items. Captivating images paired with detailed explanations will make the menu more accessible for all levels of familiarity with your restaurant. Both options also serve as a great opportunity to display the atmosphere of your restaurant, depending on how you stage the shot.

Ultimately, social media followers should be able to gain a sense of what a restaurant is like from their social media presence. How a restaurant presents itself on social media should be in sync with the experience customers have when visiting in person.

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Blank Page rolls out one-time marketing consultations for growing businesses!

Growing businesses have growing marketing needs. For businesses that have a marketing team or the skills to market, but who are in need of strategy, we are rolling out one-time and short-term marketing consultations. We will accept up to 3 businesses per month into this new program. Reach out & reserve your September slot now!

Basic Marketing Consultation

A one-time consultation with our team will set you up for marketing success that builds on your business goals. Fees include:

  • Discovery: Our team will review your marketing assets and strategy and your marketing/industry in advance of our meeting. We will provide you with forms to fill out in advance of our first meeting so we’re ready to dig in and provide you with a plan of action.
  • Review & Strategy Session: You will meet with one of our consultants to discuss your business and to review our findings. The meeting will last on average 90 minutes to 2 hours.
  • Launch: After your meeting with our team, we will send you on your way with a guidebook specific to your needs that lays out your marketing strategy for your team to launch. We will also provide you with notes or a recording of our session for reference.

Comprehensive Marketing Consultation

Our comprehensive consultation will set you up for marketing success that builds on your business goals. Fees include:

  • Advanced Discovery: Our team will review your marketing assets and strategy and your marketing/industry in advance of our meeting. We will perform competitor research and will uncover competitive data on your market. We will provide you with forms to fill out in advance of our first meeting so we’re ready to dig in and provide you with a plan of action.
  • Message Map Development: Our team will develop messaging recommendations that will serve as the basis for all of your marketing, public relations and social content.
  • 2 Review & Strategy Sessions: You will meet with one of our consultants to discuss your business and to review our findings. This will include 2 60-minute sessions.
  • Hands-On Social Media Tune-Up: Our team will help your team get your digital channels in line with branding, messages and general setup. Maximum of 3.5 hours.
  • Custom SEO Ranking Report: We will assess your domain, highlighting errors and the value of any traffic you currently have.
  • Launch: After your meeting with our team, we will send you on your way with a guidebook specific to your needs that lays out your marketing strategy for your team to launch. We will also provide you with notes or a recording of our session for reference.

Optional Maintenance

One-Time Consultation clients have the option of additional future sessions for marketing training, check-ins or quarterly strategy review sessions, including:

  • Social Media & Digital Marketing Training Sessions: We offer these in 2 hour increments on the topic of your choice. We schedule as many sessions are needed. Cost is per session. Every individual requires a different level of training.
    • Facebook 101, Strategy & Ads
    • Twitter 101, Strategy & Ads training
    • General Social Strategy
    • Content Creation – Best Practices, Strategy & Planning Session
    • SEO Basics
    • Website Review & Tutorial
  • Quarterly Marketing Strategy Sessions: We offer quarterly review sessions to help you stay on pace. For $295.00, we will review your current marketing efforts, help you fine-tune your team’s efforts and offer suggestions to enhance your outreach. This includes review and preparation by our team and a 60-minute quarterly meeting.
  • Quarterly Business Strategy Reviews: Separate from your marketing review, these sessions take place with our in-house accountant & business strategy consultant. These sessions ensure that your business stays on track for optimal growth and profitability. These sessions include up to 2 hours of review and research by our team, plus a 90 minute strategy session.
  • Monthly Coaching Calls: Schedule monthly calls with your consultant to check in, ask questions, and to make sure you’re on track. Calls may last up to 45 minutes.

 

 

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Request Pricing & Details We’ll deliver a quote to your inbox in minutes & keep you in the loop on the latest from Blank Page Consulting. 100% Privacy. We don’t spam.