Do you believe in Tradigital?

It seems to me that the difference between a company that embraces a marketing strategy that includes digital and one that does not, is simply how much that company believes in the value of the digital.

As an agency, when we first launched b digital, our business plan had us ‘leading with digital’. Meaning that we would approach our prospects with the intention of solving their digital problems by creating or improving their website, building landing pages, adding a mobile site, growing the social media pages, etc. As it turns out, most of the companies we work with, were not ready to have that conversation.

It’s a very compelling dynamic, that while everyone admits to using Google to search, or turning to a company’s website for more information before making a buying decision, that many companies continue to downplay the value of a well-rounded digital landscape.

I can see how the old adage…’if it ain’t broke, don’t’ fix it,’ dominates the decision makers, who are primarily 45+ (age) and grew up with a ‘traditional’ media experience. However, many times they are faced with the obvious facts that their traditional marketing and advertising campaigns are no longer delivering the results they once did, but remain reluctant to ‘pull the trigger’.

Case in point is the Yellow Pages. We had one particular account that was spending $500,000 per year in the plumbing category. Year after year, the account realized diminishing results, but between the old mind-set and threatening sales tactics, they continued to renew and increase their spend with the Yellow Pages.

Our media audit exposed this waste, and reduced their buy to $50,000 per year. The remaining $350,000 was put into a well-crafted advertising campaign that primarily used television and a landing page to convert leads. The result was an increase in business of over 300% and a company that now ‘believes’ not only in the value of digital but in what we call ‘tradigital’.

Using traditional media to drive digital is what we focus on with every campaign (tradigital). Whether or not your company feels that their digital assets are in order, an advertising campaign on traditional media of TV, Radio, etc., that drives the audience to landing page is a great way to test this strategy and start seeing results right away.

If you’re still not a believer, give us a call, and schedule a free consultation.

Is it time to call in the SWOT team?

A SWOT analysis stands for Strengths, Weaknesses, Opportunities and Threats – and this is a great time of the year to pull it out, and get your plan ready for next year.


I particularly like this graphic because it also takes a look at the back-office (if you will) and starting from Marketing/Sales all the way down to Systems, it forces you to consider the whole operation.

What I would suggest is to do this as a company, and not silo the information by department. Sometimes the marketing department feels it’s doing a perfectly good job, but people in Operations have some insights that have not been considered. By involving a representative from each department, and allowing them to make their view or suggestion part of the process, you get an internal focus group that can uncover many competitive advantages, or spot possible areas of weakness you may have missed otherwise.

This information, in the hands of a capable marketer, and partnered with a competent agency will serve as the foundation for a sound marketing strategy that identifies the target market, and a plan to reach that them will have the best chance to succeed.  A SWOT analysis is also vital for the proper formulation of a marketing budget that will be required in order to support the initiatives ultimately deemed important to the success of the campaign.  More often than not, perfectly good plans are abandoned because the planning process did not properly take all aspects into account, and the necessary budget was not allocated.

If you have never conducted a SWOT analysis or would like our assistance, we offer this service for no-charge. Feel free to call or email to schedule your SWOT analysis, or click here for more information.Ping BlogHyper Smash

The traffic driving value of social media

So many business owners today quickly discount social media as an ineffective medium to drive sales. They barely budge on the value of using social media to increase engagement or as a way to improve customer service, let along ring the register.

However, most business owners believe that there is value in driving traffic to their website. After all these years, many are convinced that a visitor, who frequents their site, is more likely a loyal fan of the brand or a very motivated buyer, and the chances to convert increase with each visit.

Using this mindset with social, and tracking the results, can prove just how valuable your social media network is to driving traffic to your site.

When you post a link on your Facebook page, and nobody ‘likes’ it did it have any value to your company? It is quite possible that although nobody liked the post, they actually simply clicked on the link because they were interested in learning more about it.

By adding a tracking tag to the link using a tool such as bit.ly you can instantly see just how often this occurs on each post. There have been times where I posted a new blog and have received hundreds of clicks on the link with barely a ‘like’ or new follow.  If I had not been tracking it, I may have been quickly discouraged and continued down the path of skepticism when it comes to the value of social media. The bottom line is that your Facebook Fans and Twitter followers freely chose to be a part of your network, and that is one of the most valuable commodities you have at your disposal.

This built-in focus group, may not reply the way that you want them to, by liking every post and sharing it on every network they are a part of, but they are looking for new information from you, and will engage if the message resonates with them.

It’s amazing how some things go viral, and completely change the landscape of that company’s business. There is no denying the power of a social media campaign that is embraced by the masses, and the impact it has on the recipient. Achieving that kind of success remains the result of creative posts, and consistently seeking the feedback of your network.

When you push messages that focus on you, you’re missing the target. Find out first what your audience is interested in and match your message to meet those needs. When you do that successfully, you will quickly see that your Facebook and Twitter account will become major traffic drivers to your site from your Google Analytics reports.