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Marketing

Today, consumers are watching videos, listening to podcasts, creating social networks, and taking their media with them on mobile devices. With a brand's message now in the hands of consumers, organizations are being forced to change the way they think and market their products.


Longmont Marketing


Consumer Centric Marketing

The marketing landscape is undergoing a paradigm shift from a push to pull model. Consumers are now taking more control over what, when, and how they view information. This shift in marketing means that consumers are less likely to respond to mass marketing strategies; necessitating the need for building loyalty, trust, and customer relationships.


Customer Engagement

At Bark! Multimedia, we are helping small and mid-sized businesses transition their marketing efforts from a mass marketing model to a consumer centric-model. We develop marketing campaigns that help engage and inform consumers while building meaningful relationships with your customers. We do this by empowering your business with consumer-centric strategies and data that allow you to target specific consumer desires, interests, and needs.


Four Rs

At the heart of consumer centric marketing lie the Four R's: Revel, Reward, Respect, and Retain. The Four R's help businesses conduct a meaningful relationship with their customers and help marketers to join into consumer's conversations.

Revel - Gather information to gain a deeper level of understanding about your most valuable customers.
Reward - When customer's give up sensitive information about themselves, reward them with something in return.
Respect - Know what is important to the customer and respect their time.
Retain - Retain customers by creating a meaningful, ongoing dialog.


Touchpoints

A touchpoint is a marketing term that refers to anytime your company interacts or comes into contact with a customer. One example might be when a customer visits their local bank. Touchpoints might include: banking receipts, ATM screens, financial reports, e-banking, phone calls, or speaking with an advisor. It is paramount that customers get a positive and uniform brand experience at every touchpoint.

Managing your touchpoints will allow you to optimize the interactions that you have with existing and potential customers. Touchpoints should be relevant to a company's sucess and should be measureable based on their meaning and impact. Well managed touchpoints will enable your company to develop a consistant and meaningful brand experience.



Key Performance Indicators (KPIs)

Developing quantifiable performance measurements is a necessary step in defining the success and the progress towards business goals.


Measuring Performance

KPIs, or Key Performance Indicators, are measures that help businesses gauge their current/future performance. Generally, KPIs refer to the five to ten metrics that measure key drivers of a business. KPIs should remain consistent, be measured over time, and should not change unless your business changes. A business' marketing, merchandising or optimization activities should always have an impact on your top-level KPIs.

For example, KPIs for measuring a landing page might include:
Conversion Rate
Cost Per Lead
Lead Volume Per Month
Total Number of Entries
Page Abandonment Rate

Search Engine Optimization (SEO)

Bark! websites now come loaded with Search Engine Optimization (SEO) features such as site maps, meta information, and Search Engine Friendly URLs. Search Engine Optimization is a necessary component of online marketing and is the first step in raising awareness of your product or service.


Search Engine Friendly URLs (SEFs)

The websites and custom applications we build contain Search Engine Friendly (SEF) URLs which are easier for search engines to find and easier for users to remember. For example, your site's URL may look something like http://example.com/coffee/dark-roast rather than http://example.com/index.php?product=287. SEF URLs also promote usability, improved security, maintainability and supports the logical structure of your business. Writing clean, easy-to-read URLs are an important component in driving targeted traffic to your site and improving your site's organic page ranking.


Site Maps

Sitemaps or "site maps" help search engines find and index every page of your website by placing links in one convenient location. Sitemaps also present some unique opportunities to improve your website's page ranking by 1) building up your homepage's keyword density and 2) making sure search engines know about all the pages on your site that may not be discoverable by the normal crawling process. Sitemaps are particularly helpful in an ecommerce setting when pages are dynamically generated.


Meta Information

Your website's meta data provides valuable information about your site to search engines. Each page of your website comes with meta data such as: title, description and keywords. Customizing each page's meta data can help improve page rankings and drive targeted traffic to your website. For more information about meta data best practices, check out our blog.

Online Marketing

Online marketing encompasses an ever expanding number of media outlets such as podcasts, RSS feeds, social networks, and videos. Selecting which avenue to market your product or service in requires knowledge and expertise.


Email & Newsletters

Due to their informational nature, newsletters have a very high read rate when compared with other forms of communications. Consequently, newsletters are an excellent way to remind customers of your business and position yourself as a trusted authority. The most important rule is that a newsletter is not an opportunity to sell to your customer; it is a chance to build brand loyalty and trust. This works because when you do have an opportunity to sell to a customer, they will be much more likely to listen and act since you have already built the foundations of a good relationship.


Landing Pages

Landing pages are customized website pages designed to showcase your products or services to targeted traffic. Landing pages linked to pay-per-click advertising and other forms of advertising have been proven to increase conversions by up to 50%. Landing pages are an optimal touch point and great way to track your Key Performance Indicators. At Bark! Multimedia, we monitor the performance of your landing pages by creating custom reports that track data such as conversion rate, cost-per-lead, lead volume, total number of entries and page abandonment rates. We can also A/B test your landing pages to ensure that each page is optimized to its fullest.


Blogs

A blog, originally known as a web log is one of the driving forces of the internet today. So, should your business have one? It is likely a good idea. A blog is a great way to add content to your website and to keep your users informed of what is happening with your business. The blog format is perfect for adding disparate content that might otherwise not seem to go together. For example, since each post is tagged with keywords, you might add an article about how best to do maintenance on the widgets you sell. But the next article might be about your recent acquisition of a new facility that will triple widget output. What is most important is that through a blog, you will be able keep the content of your site new and fresh. This encourages better search engine positioning and increased traffic to your site.

Offline Marketing

Although offline marketing is becoming less popular with marketers, it can still be an effective way of getting your message out quickly and en mass. At Bark! we integrate offline and online marketing campaigns together, leveraging the strengths of each. Combining the directness of offline marketing with the tracking and analytics of online marketing allows us to accurately measure the success of your campaign.


Marketing to the Masses

Offline marketing channels typically include news paper, radio, TV, direct mail, and outdoor. Marketers generally know the demographics and the size of their audience and purchase advertising space based on cost-per-impression measurements. But what marketers often don't know is who saw their ad or what consumers did after viewing the message.

With the advent of Web analytics, marketers began to learn who visited their website, where they came from, how long they stayed, and what pages interested them the most. Marketers became Web savvy in order to read and measure trends, pick key segments, and position their marketing efforts. Armed with this knowledge, marketers began to include references to their website and/or landing pages in their offline campaigns. This allowed businesses to track a customer's response to offline advertisements.

At Bark! Multimedia, we use a combination of landing pages, mini-sites, special entry pages and Web analytics to help our customers integrate their offline and online marketing campaigns. By joining both marketing avenues, our customers are able to accurately target and track the return on investment.