How many of your 2013 business resolutions are influenced by digital?

“That’s it, this year I’m going to fix my website, figure out my SEO and SEM strategy, and keep consistent with building my email database and sending out great emails, and getting all my social media right and doing a better job following up on my leads!  Oh yeah and get a mobile site, and make sure my site looks good on a tablet…”

Many of us tasked with marketing our companies have a list like that and may include many of the above tasks.  Unfortunately, it may look very similar to last year’s list, and most likely the list for the past 3 to 5 years.  One thing is for sure, ‘digital’ continues to grow in importance and command more of your attention, but are you focused on the right tasks?

 

The reason that list keeps getting longer, and your results keep failing  to deliver positive results, is that you’re caught up in the digital wave of hype and want to make sure your Facebook page has as many ‘Likes’ as your competitor.  At the end of the day, are you generating more qualified leads?  If the answer is no, than you may want to shift your focus to a marketing campaign that focuses on lead gen.

How do you do that?

Implement a ‘tradigital’ strategy that starts with a  well-crafted traditional advertising campaign that asks your viewers, listeners, readers, etc. to visit a web (landing-page) to complete the process, receive the offer, get more information or whatever you call to action is.

Stop giving out phone numbers, stop printing coupons, stop sending people to an outdated website that doesn’t’ capture leads and does not even feature the offer that you’re currently promoting.

We’ve proven time and again, that a good offer, advertised in right media will drive up awareness, search activity and increase traffic.  When this traffic generated lands on a professional landing page you will convert that traffic to leads.  Any traffic not converted to leads become prospects that you will continue to engage through social media and emails.

We make it sound simple, and really it can be.  Implementing a tradigital strategy will keep the focus clearly on generating leads, and cut down on a lot of the costs associated with getting your ‘digital house in order’.

Call or email us for a free ‘tradigitial’ consultation today.

Lessons in marketing from 2012… “Pivot or Persevere”

This year was a complete blur to me. Moving out of a corporate job to launch my own agency and all of the lessons that I learned, really came at me fast and furiously.

Safe to say our ‘plan’ went out the window in a little less than three months. We set out to teach the world how to use digital marketing and advertising and how ‘inbound’ was the answer moving forward. Only to find out that ‘outbound’ is still very much in control of the equation and learning how to properly craft that outbound message, with proper ‘inbound’ tools and resources is the way to deliver maximum results.

We realized quickly that we had to ‘pivot’ from our original plan, rather than persevere through it. If we did not, and simply kept pounding our ‘digital’ initiatives, we would have never discovered what we coined as a ‘tra-digital’ initiative.

Even as we named our agency ‘b digital’, we came to understand that the only way to be digital, (for a very large portion of our prospects and accounts anyway) was to learn to be ‘tradigital’ and learn how to properly leverage traditional media to drive digital.

Now that we are at this point, we are set to persevere as we teach others how to implement this strategy for maximum results, and we have had great success in doing so. However, we will remain alert and ready to ‘pivot’ again if we see there is a better way to reach and maintain positive marketing results.

I learned a lot of things this year, but this ‘pivot or persevere’ is easily my most enlightening moment. It’s clear to me that a business, especially a startup, has its best chance to succeed, not based on how much capital it has, but based upon how many times it can successfully ‘pivot’ to meet the actual demands of the marketplace, and not the ‘perceived’ demands you set out to initially conquer.

As you look at 2013, and put your plans in place do so with an eye on the horizon, and ask yourself, at the end of each day, “are we doing what our customers and prospects are asking for, or are we forcing a product/solution on them?”

On behalf of everyone here at Baldrica/b digital agency, we wish you a Merry Christmas, and a ‘Pivot or Persevere’ New Year!

‘The Tradigital Strategy’ 3 simple steps to increase traffic, leads and close more sales!

If you determine the success of an advertising campaign based on the results it generates than this turnkey ‘tradigital’ package is what you’ve been waiting for. By integrating a tradigital strategy, you will clearly see how to best leverage traditional media to drive traffic to digital for maximum results.

STEP 1 – The ‘Vanity URL’ –
Many small to mid-sized companies continue to struggle with a website that is less than optimal. Many have a long wish list of how their site should be, but do not have the time or resources to get it there.

Enter the “Landing Page or Vanity URL”!
Simply stated this is a one page website, whose sole purpose is to welcome your visitors, show off your product or service and allow them to quickly and easily find and act on your current offer or promotion. That may or may not be something you have done, but the key here is to come up with a name that is easy to remember and ties in your company.

One of our accounts Freedom Boat Club was in need of this solution when we came up with the vanity URL: www.ownthewater.com In all of their marketing and advertising this slogan came up over and over again. Using it in their advertising was a natural fit, and the results were staggering. Well over 1,000 visits and a conversion rate of over 2%. For a hi-end consumer product, this is a tremendous response.

 

STEP 2 – The FB tie-in –
A good tradigital strategy allows consumers to respond on their terms. If the landing page does not attract their attention, a FB custom tab that serves the same ‘landing page’ function also works very well. Of course the ‘social’ nature of FB, with the ability to ‘share’ or simply come across the offer because your friends also participated in it, can quickly multiply your responses.

STEP 3 – Email Marketing
With FB now charging you to ‘sponsor’ an ad to reach a larger portion of your ‘fans’, email marketing remains the most effective way to close a prospect that is in the decision making process of buying your product or service. As you collect all of your leads from the landing page, and from the custom tab on your FB page it is essential to have an email marketing strategy set up and ready to go.

The emails can reinforce your offer, and then add that one little ‘extra’ that can push them into your store or your site to purchase. This 3-pronged ‘tradigital’ strategy, that uses a well-crafted TV, Radio, Newspaper ad, etc to raise awareness of your company and add a sense of urgency to your offer will increase the results of your campaign by 35% or more!

The best part is we offer this turnkey package for a very low price, and understand how this strategy works, better than anybody else. Visit www.tradigitalsolution.com or call 561-683-0404 ext 119 today to schedule your free consultation. This offer is brought to you by b digital agency a division of Baldrica Advertising and Marketing, Inc in West Palm Beach, Fl.

The grass is not always greener on the ‘digital’ side.

Now that we are well into the ‘digital’ age, and everybody has a website, and just about everybody has a computer, and smartphones and tablets are the most popular forms of surfing the web, has digital changed the way you do business?

I really look forward to your responses because there is no doubt that digital has changed the way consumers form their purchasing decisions, but it’s also very clear that businesses have not kept up with their savvy prospects.

I’ve seen many businesses basically at the point where they’re throwing their hands in the air, frustrated that all of the promises the techy sales rep sold them are NOT coming to fruition. SEO, SEM, Landing Pages, e-commerce, lots of different investments with very little ROI; a common result we hear over and over. So what gives?

The fact is that ‘digital’ still has a long way to go to be able to stand on its own. Any business who has a digital strategy without taking into account the ‘traditional’ side of marketing is surely setting itself up to fail.

The grass is not ‘greener’ on the digital side. You will not simply be able to replace all of your traditional marketing and advertising efforts with SEO and behavioral targeting and think that you will be successful and here’s why.

Except for simple e-commerce, where consumers shop based on price, reviews and specifications, the digital battle is won on the traditional side. The businesses that use their well-crafted newspaper ad, TV ad and radio ads to drive traffic to a landing page (mobile enabled of course!) will see an increase in traffic and leads and real ROI.

These hard-fought battles in traditional marketing will increase all of your digital results by creating top of mind awareness. While ‘Google’ will always get the credit for driving traffic to your site, how a person decided to Google you in the first place, or click on your link on the Google results has a great deal to do with your non-digital or traditional efforts.

The acronym AIDA, ‘Awareness’ ‘Interest’ ‘Desire’ ‘Action’ is one that many professional marketers fully understand.  The less aware I am of your company the less likely I’m going to take action if I somehow stumble across you online.  In fact, on average you can expect a 25% increase in your search results when you are running a traditional advertising campaign.

So rather than abandon your tradigital side, learn how to best leverage it with a ‘tradigital’ strategy for maximum results.

5 Lessons your marketing department can learn from the presidential campaign.

1. They call it a ‘campaign’ for a reason.

One of the major mistakes so many smaller companies make when it comes to marketing and advertising is they keep trying different things to ‘see what works’. The truth is they can all work, if they are executed properly, but the best chance for success comes from a sustained ‘campaign’. With the fragmentation in media, expecting a few commercials, or a few flyers or a few ads in the paper to ‘work’ is a recipe for disaster.

 

(picture credited to CNN Tech)
2. Reach and Frequency
Not only does the well-rounded campaign sell the candidate, making sure you have enough reach and frequency is crucial. For example, have you seen a presidential commercial? If you haven’t you probably don’t own a TV, but if you have, you’ve probably seen it on more than one channel. In order for a message to be ‘consumed’ it requires to be seen and seen often enough that it breaks through the clutter.

3. Media Mix
TV is a reach medium, radio creates momentum closer to the buying decision and print is your closer. We often create campaigns that use TV in weeks one of two of the month, followed by radio in weeks 2 and 3 and then we drop the printed ‘coupon / direct response offer’ in week 4. Each medium builds on the other, and creates more awareness. By the time the printed piece is received the consumer is well aware of the promotion or offer and is more likely to respond.

4. Digital Destination
Barack Obama is very good at using the digital technology that websites, landing pages, mobile sites and social media have to offer. Catchy website names that are easy to remember and great to promote on TV and radio generate huge amounts of traffic. Collecting data from these visitors is then much easier to do. This builds your own network and database by collecting emails and offering opt-ins, which becomes a very powerful tool when you include e-mail marketing to the back end of any campaign.

5. Don’t be afraid to call out your competition.
Good creative copy points can come when you feature your strengths in a side by side comparison over your competition. Unlike the candidates however, doing this correctly requires research and making sure your information has the facts to back it up!

Take these five lessons into account as you craft your next campaign and your company may just win over your prospects business.  Feel free to call or email us to get your campaign on the right track.

You don’t need a website, there, I said it!

Well…sort of…depending on what kind of business you have…let me explain. One industry which social media and landing pages can not only replace the need for a website, but used effectively, are actually much more valuable than a website is the restaurant industry.

Let’s face it, how often do you visit a restaurant website for more than maybe info on the food, location, reservations, and reviews if available. All of this can be easily facilitated on a landing page, and the interaction on social media that multiplies the reach, will be a tremendous advantage in your marketing and advertising efforts.

An approach we like to recommend restaurant owners is a ‘tradigital’ marketing campaign that directs traffic from your traditional advertising to a vanity URL or landing page, that links to your customized Facebook business page.

A screen shot of a custom Facebook tab

Ah, but what about Google rankings and a blog you ask. Well, your landing page is for all intensive purposes a website, just a much more streamlined and effective one. So, you can make sure that this is the page that you use for Google Maps/Places, which is not reliant on a robust, content rich site.

The landing page also allows you to create a simple intake form, asking for visitors to sign up for your weekly or monthly newsletter. This newsletter, can become your ‘blog’, and offer links back to your site while featuring, photos, information on events and the ever popular ‘recipe of the week’.

All of this will be replicated on your custom Facebook tab, and links will feed back and forth from FB to your landing page. Your Facebook page can take reservations, welcome comments and reviews, create events and accepts RSVP’s, feature ‘special offers’ and create engaging contests for one your lucky diners to win an all-expense paid birthday party for 10!

When you wrap all this into an e-mail marketing campaign, you really start to see just how effective this strategy is. The names you collect on your landing page, as well as on your Facebook page will help you build a substantial list of engaged customers in a short amount of time. Sending weekly deals, and rewards for loyal diners will increase your repeat business, and show the customers your appreciation.

All this without a webmaster, or hosting fees, or expensive maintenance programs. We’ve seen this strategy deliver amazing results. In fact, we guarantee a minimum lift in the results of your marketing and advertising efforts of 35%.

So if you own or market a restaurant, and are not seeing any return from your website, find out more about how you can incorporate a tradigital strategy by clicking on this link, and then contact us to schedule a free consultation. We look forward to hearing from you.

Freedom Boat Club

Working with Chris Anders, owner of Freedom Boat Club is truly a pleasure. Marketing a boat club in a down economy is the kind of challenge professional marketers get excited about.

With Chris, we are working on publishing a new website and creating a new media mix. We have begun to air radio spots that drive traffic to a custom landing page called ‘www.joinfreedomboatclub.com So far the response has increased, but we have a long way to go. We will continue to work on new creative for both TV and radio, and are discussing our social media options, and adding video as well.

Freedom Boat Club is an incredible value and provides a unique service that we’re proud to represent.

At what point should you consider an advertising agency?

I heard a quote recently that I love:

 

As a small company, the question of whether or not to use an agency for marketing and advertising is one that is not considered often enough. I believe there is a misconception that agencies are expensive and that no one knows how to market your company better than you (the owner) does.  When you weigh the costs of bringing the marketing ‘in-house’ it may at first look like a cost-savings move.  But in fact, the majority of the time the media spend becomes less efficient and less effective, and some companies never fully recover.

With the advent of social media, there has been an increase in companies taking their marketing in-house. Now that this ‘free’ medium is out there which makes it easy to market, many are of the mindset that money can be saved, and real ROI can be increased.  We’re all for that, and it’s a big part of our ‘tradigital’ strategy, but often the savings of in-house marketing is lost in wasted efforts that deliver poor results, as many find out that social media is not so easy, and generating results is not ‘free’.

In addition, many owners and employees fall victim to the old adage, ‘you’re too close to the forest to see the trees’.  By this we mean that many owners often do the advertising or marketing that they like the best, not necessarily the one that their audience likes the best.  We always start with the target market (demo) and the available budget and work it backwards to insure that we’re buying the most cost-effective media that delivers the largest share of your audience, combined with the best strategy (why buy) with tactics (why buy now). 

Many times as an agency we find that the owners and those who are responsible for marketing really do have the right ideas, but it’s a matter of pulling out the best ones, and then executing on the back-end. Ultimately a collaborative process yields the best results, combining the best ideas, with proven copy writing and creative production that delivers results.  Add that to the buying power of any good agency, and you can also significantly save on the cost of the media.

An article written years ago by Tony Benjamin still has just as much merit today as it does when it was written. It’s entitled 10 Reasons to Think Small, as in a ‘small agency’. Here are the 10 points:

1. You get better creative
2. Small agencies are less expensive
3. Substance over surface
4. Clients are more important to small shops
5. At small agencies people aren’t afraid to get their hands dirty
6. Small agencies are apolitical
7. Small agencies are faster
8. Small agencies are friendlier
9. Small agencies make a client’s budget go further
10. Small agencies need every client

Future posts will elaborate on each one of these points, but if you own a company or are tasked with the marketing and advertising success of that company, pick up the phone and give your local small ad agency a call (our number is 561-683-0404…shameless plug!).  Most often an initial consultation is free, and you can determine if they are the right fit is for you.

We consider our agency to be an extension of your company. When you work with us, it’s like partnering with another company that is focused on one task – increasing business through the message you convey. The goal is to allow us to do our job, and in turn let you focus on your job of running the company, and growing your company.

Don’t think you’re too small for an agency, the money you think you’re saving could be costing you a great deal. To schedule a free consultation with b digital, please visit us online at bdigitalagency.com (A division of Baldrica Advertising and Marketing) or call 561-683-0404

The new ‘Mind Your Business’ Video Blog

Welcome to ‘Mind Your Business’ a new video blog featuring your company! The idea is simple, we want to speak to as many business owners and marketers and find out how you’re integrating digital with your traditional efforts.

We call this ‘tradigital’, but you can call it whatever you like. The key is to learn what is working and what some of your challenges are. As an agency who focuses on ‘tradigital’ we see the many challenges business owners have today as they try and integrate digital.

The most obvious challenge is learning a new technology and deciding if it makes sense to apply time and resources to it. At what point do you decide that a certain tool or digital strategy is not ‘fly by night’ and that you’re company stands to benefit from it?

It seems that as soon as one strategy or resource reaches a critical mass, there is a new one waiting to replace it. While this has always been the case in technology, we have never seen such a rapid cycle of it. Even hardware is quickly outdated and replaced by newer models with updated functions and features.

There are however several undeniable digital products and services that have proven their worth, and though continually evolving, should be part of any marketing strategy. Search Engine Optimization using proper keyword strategies and blog posts for original content continue to dominate the internet ‘marketing’ space.

The practice of purchasing ‘adwords’ on Google, Bing and Yahoo, (maybe the original ‘online advertising’ strategy) continues to show dividends today, and shows no signs of slowing down.

Social Media seems to be the new ‘too big to fail’ strategy that has shown tremendous promise as more and more consumers look for new ways to interact with the brands they love the most. Facebook continues to dominate the space, but giants such as Twitter, Linked-In, YouTube and Google+ make managing the process that much more challenging.

This new video blog seeks to interview business owners and marketers and find out how they’re integrating these digital assets and what results they’re seeing.

Questions like:
• Are you seeing increased traffic to your website?
• Are your prospects finding you through social media?
• Are you using Pinterest, Instagram, Viddy or other social tools to drive traffic?
• Do you use Twitter for customer service purposes?
• Have you tested the use of a landing page or vanity URL?
• How do you integrate your blog with your marketing plan?
• Do you use custom tabs on Facebook and has it increased likes?
• Do you advertise online or on social media sites?

The key takeaway we’re looking for is to see how businesses are integrating digital with their traditional efforts, and what kind of results are they seeing? If you’re a business owner or marketer that has seen some success integrating digital, we’d like to schedule a 30 minute interview and find out how you’re minding your business! This video will be used on our site, and syndicated to our entire social media community, as well as sent out over the PR wire. In addition, you will receive a copy of the interview to use as you wish.

We hope this video series will not only teach and inspire other businesses and marketers, but that in true ‘Social Sense’, will also direct some eyeballs and eventually new business your way! Thank you for taking the time, please email me at jgarcia@bdigitalagency.com or call 561-288-1625 to schedule your on-site interview.

Think of ‘Tradigital’ as a way of teaching an old dog, new tricks!

The more we have these ‘tradigital’ conversations with our clients, the more I see the light bulb go off in their heads. It’s almost as you can literally see a flip switched and all of a sudden ‘they get it’.

If you’re reading this and have no idea what I’m talking about, that’s great (read on!) and if you have been having tradigital conversations, than you probably know what I mean.

Let’s go back for a minute…tradigital is the integration of traditional media with digital for maximum results. Basically, we teach that traditional media is by no means dead, it’s just that the message needs to evolve to match the expectations of the audience.

If our plugged-in society, in general, ‘Googles’ everything, why are you giving them a phone number exclusively in your ads? Or, for that matter, sending them to an unprofessional website home page that doesn’t even feature the offer you are promoting?

A colleague of mine was recently telling me about a new account that had been advertising their product specials every week, in a half page ad. Because they had stores at each end of the market, they were buying two major newspapers, and spending about $150,000 per year to do so.

They first redesigned their website to make it professional and functional. Then they changed the ad in the paper to half-page, and basically promoted a call to action that asked the readers to visit the website and sign up for weekly specials via email. The owner was reluctent, he was ‘old-school’ and didn’t think you could use a newspaper ad to drive people online. Well, he did get about 50 calls from the portion of his customers that absolutely refused to change their old ways. However, in just over two weeks he has received over 2,400 email opt-ins!

In the past 6 years combined this retailer had not collected that much information from it’s customers. Here we are two weeks into a tradigital campaign and the opt-ins are increasing daily. Think of the power this retailer will have at it’s disposal once this list gets to 10,000 or 20,000 names.

Do you think he will keep advertising in the newspaper? Absolutley, because when you have a well-crafted ad, with a call to action that drives people to respond online, it works! At the same time, he was able to cut his advertising expense in half (sorry newspaper), and now has an available budget to do the same with radio or TV.

Tradigital can teach an old dog new tricks because you keep enough of the old to keep the dog happy, and then once they see that the ‘new’ is good, they quickly embrace it.

For more tradigital strategies contact John Garcia at b digital agency, inc / bdigitalagency.com