Marketing Metrics that Matter

When taking a look at your marketing metrics, it’s easy to get overwhelmed and confused trying to figure out which metrics matter to your small business, and which ones don’t.

This may end up proving to be a costly burden on your marketing budget. This is why we decided to share this infographic created by www.pardot.com, it details which marketing metrics you should pay attention to, and which ones aren’t giving you the info that really matters to your small business.

When it comes to email metrics, it’s important to get metrics like the number of leads generated, the click through rate, cost per lead, and lead quality, to make sure your emails are hitting the right customers.

With social metrics, number of fans or re-tweets may seem important, however, they pale in usage compared to the number of leads generated, how many deals were closed, your audience’s purchasing behavior, and referrals.

If you’re paying for search metrics, always pay attention to the number of leads,…

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Time To Start Your 2014 Communication Planning!

With 2013 wrapping up, now is the perfect time to look ahead and map out your communication goals for 2014 and build a solid plan to get you there!

The process of setting goals, strategies, tactics, evaluation methods and budgets for your PR, Social Media, Advertising, and Marketing activities for an entire year may seem daunting at first, but it doesn’t have to be.

A great starting point is to have a look at 2013’s communications plan and evaluate what worked, what didn’t, and what improvements you can make for 2014.

After evaluating your old communications plan, here are some tips to help you craft an integrated communications plan for 2014:

  • Set SMART goals: The core of any business or communications plan is centered around SMART (specific, measurable, achievable, realistic, time-bound) goals. In order to measure success, your goals need to be as clearly defined as possible; make sure to align your communication goals with your business goals – your communication goals are there to support your…
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PR Tips for Startups and Small Businesses

Most startups and small businesses might be hesitant when it comes to developing and managing their own PR, but with some time spent understanding the processes involved, it is possible to manage your PR effectively.

Your PR campaigns and activities should be part of your overall business plan as PR is the function that crafts and manages your reputation which will ultimately increase trust in your products, services, and your brand.

Here are some steps to guide you through setting up and executing a PR plan or campaign:

  • Develop your key messages: Your key messages are the core ideas you want to communicate to your audiences. Take your time in crafting these messages as they will serve as the basis for all your communications. Crafting your key messages is also a great way to focus your communication strategy and ensure that your PR activities stay on point.
  • Identify your target audiences: Your target audience is made up of people who are, or could potentially be interested in your…
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Signs Your Social Media Campaign is Working

Startups and small businesses know how important social media is for business and they are embracing it like never before.

But how do you know if your social media activities and campaigns are actually working? How do you determine if or how social media is impacting your business? One thing to keep in mind when designing your social media campaigns is that you need to set clear goals at the beginning of each campaign so that you can then effectively measure and evaluate your results.

Here are some indicators to help you determine if your social media campaigns are working:

    • Growth in numbers: A surge in likes/views/followers on any of your social network is a sign that your message is reaching people and they are connecting with your brand on social channels. To give you a better idea if your campaign is working, track these metrics before your launch your campaign and then compare the numbers after the campaign.
    • More engagement: Having your content shared on…
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Are You Really Reaching Your Target Audience?

Your target audience is made up of people who are, or could potentially be interested in your brand’s products and services. These people are essentially the lifeline of your small business, and making sure you target your communication activities to them could make or break your brand, literally.

When devising your PR, Marketing and Social Media strategies and tactics, identifying your target audience is the most critical step of the overall communication planning process.

Don’t fall into the trap of thinking that your products and services are for everyone – even if your product or service has wide appeal, you still need to identify your core target audience so that your communications can be tailored to them.

Defining your target audience and targeting them will allow you to reach them in a way that is meaningful and inspires action – your goal is to build a relationship with them, encourage them to become customers or clients which will in turn build your brand awareness and increase your…

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