Chief, Cook and Bottle Washer…Have you reached the tipping point?

Many companies approach marketing like a necessary evil, that can be managed ‘in-house’ by either the ‘marketing person’ or the ‘person in charge of marketing’. As is often the case that person is also the Chief, Cook, and Bottle Washer!

If you can relate, this is a good time to let out a brief sigh, and pat yourself on the back. We realize that any passionate entrepreneur did not go into business to figure out how to best market it. Doctors go to work to heal people, accountants to balance books and dealership owners to sell cars. Inevitably, someone is assigned the ‘duty’ to advertise and that’s where the trouble starts.

A recent meeting with a dermatology business had us in front of their accountant, who handles all of their marketing! This company has 6 or 7 locations in the market, and the accountant has had just about all that he can take.

This is a case of a good company with good doctors who have grown primarily with the benefit of positive word of mouth. The challenge comes when you grow over a certain size and in order to maintain that level or to keep growing you need to reach more prospects than the word of mouth can get you.

We call this the ‘tipping point’ and for different businesses it comes at different stages. The key is to recognize that your company is actually losing business or market share by not engaging with an agency or professional marketing firm to manage this process.

Many companies make the mistake of ‘managing’ this process in house far beyond their capacity and end up causing enough damage to their own serious detriment. I’m not being overly dramatic, I’m being extremely blunt. As an agency we have seen many companies reach this point and struggle mightily to right the ship.

Even with an experienced in-house ‘marketing person’, if your campaigns are based on which is the ‘cheapest’ advertising medium, and your growth has leveled off or decreased, you may be at or beyond the tipping point. Call us.

Tradigital – Leveraging ‘Traditional’ media to drive ‘Digital’.

The Baldrica Advertising and Marketing Group has recently been launched and features some of the brightest minds in our field.  Our first partnership welcomes the digital savvy of marketing specialist John Garcia.  John and his partner Lynn Chasmar realize the need to integrate digital with traditional campaigns for maximum results.  Please click on this link to visit our blog and receive the latest information to make your next campaign a success.  Blog

How much should you pay for a website?

Wow, that’s a loaded question, and one that has many variables. For the sake of this blog, let’s explore the scenario that you, “the client” does not have any prior experience, and that there is no one ‘in-house’ to manage or administer the project, and that is an informational site not e-commerce.

Typically a website is built in 3 parts. The first is the wireframe or blue print based on the needs / goals / wish list that you have determined are important. A good wireframe is the result of several good ‘discovery’ meetings that explore what the purpose of the site is, what a conversion looks like, and what the user can expect to find/access.

The second phase, once the wireframe is approved is to design the site so that it aesthetically meets with all of your requirements, as well the functionality/ tools & resource features you agreed on. If the website developer is experienced, this is where a great deal of that knowledge comes into play. The warning flag is to find your developer agreeing to all of your requests, without any question or challenges. The more you ‘want’ the more they can charge based on more development time.

This is why your initial discovery and needs analysis should be very clear and focused, and that your goals is to build a functional site, that can grow with your needs. I’ve seen many projects go over budget and overtime because the client wanted everything at the same time. Cover your basics, make sure the site is focused on a conversion strategy, and the rest can slowly be added over time.

The third phase is the coding so that the site becomes live and you can actually test all of the functionality and make sure everything is working correctly before it’s published for public consumption.

On average for a new site developed from scratch, you should anticipate anywhere from $750 to $1,000 per unique or “Index page”. For example if one of your pages is a blog, that is an Index page; each blog entry although it counts as a new page on the site, should not have any ‘development’ cost associated to it. Main navigation pages such as ‘About Us’, ‘Services’, ‘Results’, etc., are also referred to as ‘Index Pages’. The pages that are contained under each Index Page, typically referred to as ‘Content Pages’ require much less development cost because they build off of the theme and schematics already developed for the Index page.

A new site, like the one I described above, typically consisting of a Home Page, and 5 to 7 Index pages, which are featured on your navigation, and then 2 to 3 content pages under each index, would end up being between 10 and 15 pages. This is more than enough to launch your site, and should cover all of the information a visitor is seeking on their initial query. The site’s future relies heavily upon the original content added through blogging, updates and links with Social Media, and smart search engine optimization.

So, the answer to the question of this blog is: (for a website developer that understands the process, and implements a good conversion strategy), you should pay between $5,000 to $7,000 dollars.   The best developers never leave off your mobile version of the website, and can be included in this range or add an additional $500 to $1000 dollars for a basic mobile version of the site.  

Of course, there are many variables, and a site that integrates back-office enterprise functions as well as an APP can easily run you $50,000 to $100,000 or more. This post is a good gauge for an effective website that will start generating leads, and move you in the right direction. If you’re in need of a new site, or require updating your current one, feel free to contact us for a website evaluation and make sure that your endeavor gets off to the right start.

Is your marketing campaign a vote for ‘Traditional’ or ‘Digital’?

This election year, there are two very clear choices for the future of America. You can either choose the Republican Nominee or support the Democratic incumbent. Either one you choose, you can basically count on one thing, the one who wins will govern without the support or cooperation of the other.

Lucky for us, your marketing campaign does not need to suffer from the same non-partisanship that we see in our government. The truth is that the best marketing campaigns combine the best elements of traditional media and integrate it with the best practices of digital, for maximum results.  We call it ‘tradigital’ and it has proven time and again to be the best approach in a society that continues to find more comfort with technology and everything it has to offer. Unlike our government option, you will never see the benefits of a ‘DemoPublican’ solution, which I think is unfortunate.

Simply stated, we believe that traditional media such as television, radio and yes, even newspapers are effective forms of media that when properly crafted ads appear, will drive a significant amount of traffic to your digital space (website, landing page, social media, etc) and allow you to grow your customer and fan base.

Let’s face it, organically ranking on the first page of Google search results is not an easy thing to do. It is much easier to create an advertising campaign and appear on the first page of the newspaper or in highly visible TV programs, and on the most listened to radio stations. These campaigns will allow you to get in front of your target market on your timeline, and then move that audience forward to respond online, and collect that valuable data so that future campaigns will also include drip email marketing.

This is the best way to use media in 2012, and not be focused on one form of media over another. Use traditional to set up digital, then continue the digital momentum with email, and newsletters and optimizing your site with original content, offers, promotions and opportunities, not available anywhere else.

If you don’t have a ‘tradigital’ strategy in place, and keep ‘pushing’ your message out, without seeing results that build your own audience, you need to change the way you vote and leverage the best of both worlds. Call or email Baldrica / b digital agency, inc for a free consultation and start creating your own tradigital plan and a synergy that will produce maximum results.