Manufacturing Company Gets 2000% Return on Marketing Investment
A top Colorado metal manufacturer invested $75,000 in digital marketing with Paige Black and received $1.5M in direct revenue from the campaign.
Before you begin any journey, you need to decide where you want to go. You have to get the lay of the land and decide the best route to get you there. Marketing should be approached in the same considered, deliberate way.
Once you understand the topography you are in and the target you want to reach, only then can you decide the best means to cross the divide. Similarly, marketing decisions should be based on research and a thorough understanding of your current situation.
Measuring your progress along the route can give signals as to when you will arrive. So too in marketing, metrics give you valuable feedback so you can make adjustments and gain efficiencies.
You have probably figured out that "Fire, aim, ready" is not an effective way to approach marketing. Yet, that's what many SMBs do. They try different marketing efforts and hope something works. Guessing and hoping is expensive and time-consuming. We provide a thorough situation analysis to fully understand your businesses’ place in the market so that we can then make the strategic marketing decisions that move your business forward.
From websites to social media to email marketing to skywriting--there is no shortage of marketing tactics. To perform each well requires specific skills and expertise. It's nearly impossible for the mid-sized company to find, hire, and retain the experts they need quickly. We house a wide array of digital experts with cutting-edge skills who execute marketing campaigns all day, every day so our clients can maintain their competitive advantage.
You can't improve what you don't measure. Before we execute any tactics, we plan how we will measure the marketing campaigns. We identify the key performance indicators and the people who will be responsible for their metrics. With a detailed measurement plan, you can see your progress on your goals as well as how to adjust the campaigns for continual process improvement. Continuing to measure and adjust campaigns is the means to higher ROI.
A situation analysis takes a 360° look at where your business sits right now in the marketplace. It examines the industry you are in as well as your business’s strengths, weaknesses, opportunities, and threats (SWOT analysis). Often, it includes a brand audit to compare the gap between what your brand is communicating and how it is being perceived. A competitor analysis uncovers your top competitors’ strengths and weaknesses and the target market analysis reveals what is most important to your ideal customers.
The better you understand your customers, and how they will interact with your product or services, the greater your competitive advantage. Our target market research identifies the critical aspects of your target markets. Product development research answers questions about how your product intersects with users. Customer satisfaction and loyalty analysis can garner insights about why customers buy from you. And name, logo, and tagline testing ensures that your brand elements have the desired effects.
A marketing strategy is a deliberate, written direction that guides your tactical decisions. (Tactics are things like SEO, social media, email marketing, digital advertising, etc.) It is a plan, informed by a thorough understanding of your business’s situation which delivers communication to the right audience at the right time and in the right place. A good marketing strategy will make your marketing spend more efficient and propel your business forward.
Phillip H. - Founder, Law Firm
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