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R E S E A R C H & P L A N N I N G A C T I V A T I O N T R A C K I N G E V A L U A T I O N

& L E A R N I N G

We love to plan—no we’re serious—and we know after our 13 years in this business, it’s an essential part of having a successful inbound marketing campaign.

The aim of inbound marketing is to get away from the old interruption business model. Engage, excite, and attain the right customers for you; where those customers actually are.

Monitoring your website is critical to growth. It is what allows us to see in real time our efforts, if they’re working or not, if not how can we fix, and what can we do better for the future.

Not to Lion King our business, but its the cirlce of life of a website to continually repeat this process on a monthly, if not daily basis. Insite Advice takes the time to plan, research, implement, track and evaluate.

1 . R E S E A R C H & P L A N N I N G

Research is the foundation upon which our entire marketing campaigns are built and is imperative for success. Whether the client needs a complete overhaul with website and logo design, SEO strategy and creation and content, or if they just need some social media help, research enables us to quickly become experts.

We take the time to get to know a business inside and out, exploring their services and products, history, mission, and of course, their end goals—both short-term and long-term. No marketing campaign is complete without goals, so this is what we look to define first. After we define the goals, we research what we need to get there and how best to get there.

The results of these efforts: a personalized and highly engaging website designed to meet client goals and engage target customers; content that exhibits the client as an industry expert and customer friendly; and a clear knowledge of what analytical elements to track to determine success, failures and when and where adjustments need to be made.

In our business, we know that research and planning are essential tools to not only creating a successful campaign but in executing and analyzing it. Every business is unique and every industry hosts a variety of trends and tricks that work best.

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1 . R E S E A R C H & P L A N N I N G

The other thing we love? Planning! There is real-time marketing and then there is marketing. Both are essential to a business, but where real-time marketing is instant and responsive, marketing involves long-term campaigns that take place over a month, three months or even a year and are directed at achieving the highest ROI possible. Such campaigns are only successful when time is taken to brainstorm, thoroughly think through each step and determine what is needed for each stage. Before we even begin a campaign, we like to make sure we have a solid plan in place for each stage of a campaign including what, who, when and how.

The “what” and “who” is where our research efforts pay off, as we are quickly able to know what types of campaign efforts work for your audience and which don’t. The “when” is twofold. First, we plan how long to run the campaign (a week, a month, three months, a year). Secondly, we look back to our research to figure out when your target audience is most active on your website, social media pages and other outlets to determine what times and days to push our campaign out. No campaign has a single platform, so we take the time to plan each piece carefully while ensuring that they all fit together seamlessly.

Research and planning are unequivocally imperative to laying the foundation to a successful campaign with traceable results and an optimal ROI. Heck, we spend half our time planning just to make sure what we do is right.

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2 . A C T I V A T I O N

In today’s world, marketing is driven primarily online, secondarily in print. Interrupted marketing campaigns of old are no longer productive. Marketing efforts that work, regardless of a business’ industry, are multidimensional and reaching the audience where they are most active—which in today’s world is online.

Don’t believe us?

According to Business Insider, 198 million U.S. consumers shopped online during the first quarter of 2014, that’s essentially 78-percent of the population age 15 and above! Women drive shopping trends, yet men and women both spend money online when it comes to e-commerce. Men are more likely to purchase items via mobile devices, and Boomers and seniors have adopted mobile commerce. Business Insider found 1 in 4 mobile shopper in the U.S. are over 55. Most importantly though for businesses today is the generation they will

be looking to attract now or next—Millennials, those 18 to 34. Known for their extreme social media activism, this group spends more money online in a given year than any other age group, averaging about $2,000 annually despite lower incomes than older generations.

In short, being active where your audience is, is being active online. And being active online where and how it matters is what we help you do.

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2 . A C T I V A T I O N

Today’s marketing efforts are on-going and designed to engage, excite and attain the right customers for your business—those who will or who are most likely to make a purchase or desired action. We help you develop your online presence through an interactive website, informative content, engaging social media and press efforts and help you figure out what other advertising avenues you should pursue such as Google AdWords, Pinterest Ads and more. And once we get you set up, we take our detailed research to make sure your efforts are pushed at max only when your desired customers are active.

When creating your campaign we get down to the nitty-gritty and look at the following key factors:

• Which gender has a higher presence in your audience

• What age range is included in your audience

• What ethnicity (if relevant) is most prevalent in your audience

• What interests and community elements your audience associates with

• What level of education and socioeconomic status your audience associates with

• What days and times your audience is active on your site

• What social media networks your audience uses and when

• How many hours your audience typically spends online

• What tone and type of content your audience finds most appealing

Knowing all this can tell us that we need to post at 3 p.m. on Monday, Wednesday and Sunday while on Friday and Saturday we should post at 11 a.m., and on Tuesday and Thursday between 9 a.m. and 12 Noon. We find out what works, when and thus keep you active when it matters most.

Activation is the word of the day. Interruption is a thing of the past.

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3 . T R A C K I N G

Monitoring your website is critical to growth. It is what allows us to see our efforts in real-time: if they’re working or not, if not how can we fix them, and what can we do better for the future. Using the latest in analytics tools and programs, we take the time each week to make sure what we are doing is working. We look for successes ad failures and then get down and dirty to figure out why each ended up that way.

Data enables us to understand what type of content works, what design element was preferred, what colors invite more customers, what phrasing draws more leads and sales and more. Tools like Google Analytics help tell us what times of day and days of the week are optimal for marketing efforts, where traffic is coming from, what opportunities we can look for to help increase referrals, where we should focus our efforts on advertising, social and more. Tracking is imperative to understanding how to keep a campaign moving forward, for as your business grows and changes so to does your audience. And as technology continues to introduce new programs and advertising options, we have to make sure that our marketing efforts are not only still working but effective.

Tracking our results, whether good or bad, helps keep marketing campaigns running smoothly for high ROIs and enables us to take quick action when we see dips and falls. Analytical data also helps us know what keywords to use in website content, blog and social content, in SEO efforts and online and print advertising.

How often to track? It can vary based on the client’s goals, business and needs. Typically we like to put together monthly reports but check our marketing efforts weekly, if not daily. Newer campaigns are an especially high concern and require daily tracking for quick adjustments. It doesn’t hurt to try something new, but we always make sure to have our bases covered no matter what!

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3 . T R A C K I N G

What to track? This depends 100-percent on what we do for a client and what their goals are. Ultimately though, we believe in tracking website data, social media data, and any advertising data off-site including online and print efforts. Marketing is all-inclusive, a multi-dimensional campaign that has multiple pieces working together cohesively for one ultimate goal—the highest ROI possible.

Why track? Simple. So we know what works, what doesn’t work and how we can then fix what doesn’t. Tracking shows us the successes to repeat and the mistakes to avoid. In short, tracking data makes sure we know how to keep your marketing campaigns as productive and low-cost as possible.

What do we do with the data from tracking? We take the data and compile monthly reports for you so that you are up-to-date on how your marketing efforts are going. Never do we keep you in the dark about anything, good or bad, and our tracking efforts and analysis of important data ensure that you know exactly what’s happening, why it’s happening and what the next steps are to move forward.

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4 . E V A L U A T I O N & L E A R N I N G

Not to Lion King our business, but it’s the Circle of Life to continually repeat this process on a monthly, if not daily basis. Insite Advice takes the time to plan, research, implement, track and evaluate campaigns on an ongoing basis so as to ensure marketing efforts are in high gear for high ROI.

The basics of marketing can be taught in school, but in execution, marketing is a never-ending strategy game, where we are always trying to thinking one step ahead of the customer. If we know what they want before they do we can catch them at their most vulnerable—when they are ready to click and buy. If we know where they like to spend their time and for how long, then we can target our efforts for the most efficient and effective use of a client’s budget. And if we know how they are changing as time goes on and as technology changes the frontier of marketing (which can happen on a yearly if not monthly basis), then we are able to learn from our past campaigns and innovate them for the future.

Evaluating our efforts continuously produces a clear picture of what works and what fails.

It teaches us how to better reach our intended audiences, what platforms to pursue, defines which goals we should be seeking and which we should ignore or put on hold, and it allows us the opportunity to learn and grow daily. We take our cyclical mindset seriously because we know that marketing is always evolving, always moving forward. There are stages to a buying cycle as there are seasons in a year. And just like customers grow older and their buying and online tendencies change, so too does the way in which we reach and connect with customers. Change is unstoppable, so we take every opportunity to evaluate and learn from ourselves, each other and our collective efforts so as to be innovative and forward thinking.

Marketing is tomorrow, not today, so we stay in the future more than the present.

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C A S E S T U D Y : S T A R R C O

APPROACH TO INTERNET MARKETING:Because this site has so much technical information, we wanted to make it easy for visitors to find what they needed without getting lost. We made sure to highlight Starrco’s motto—Speed. Flexibility. Construction Made Easy.— stand out on the homepage. We also assisted with site structuring to be sure it was SEO-friendly and that information was easy to find.

We work with Starrco on a monthly basis to boost their organic ranking. We create useful and useable content that is optimized with their top keywords. We also pursue backlinking opportunities to get maximum exposure and boost rankings.

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In the last year our website traffic has increased by 72% and lead generation over 90%!

—Bryan Carey

C A S E S T U D Y : S L E E V E A M E S S A G E

APPROACH TO INTERNET MARKETING:Sleeve A Message came to us desperately in need of digital marketing assistance, and in the last two years alone, the company has gone from servicing local coffee shops to landing national accounts such as Pinkberry and Verizon. We helped to develop brand awareness and loyalty through the implementation of an SEO optimized blog, ongoing keyword research and content optimization and social media.

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We have placed and kept Sleeve A Message on the first page of Google for the last two years for targeted keywords related to their business, such as custom printed coffee sleeves and custom drink sleeves.