Performance Marketing Blog

Benefits of Outsourcing to Performance Marketing

Posted by Natalie Young

Aug 29, 2018 2:13:43 PM

Expertise

Effective marketing requires a wide range of expertise. The ideal marketing team includes; strategists, analysts, product specialists, brand managers, communications professionals, event organizers, SEO specialists, search specialists, marketing automation specialists, copywriters, creatives –the list goes on and on. Hiring a large enough staff to cover all bases isn’t often feasible, and it’s expensive even when it is. Given the rapid technology changes of our era, even the best in-house team can fall behind as new areas of expertise become necessary. Finding and maintaining a marketing staff with the right expertise at the right cost point is very difficult.

Speed To Market

Time is, quite literally, money. In today’s hyper-competitive market climate, businesses can’t afford to waste time when an opportunity arises. With a larger team and library of resources, Performance Marketing can produce deliverables faster than an in-house team. The gap in speed to market between in-house and outsourced teams is especially large when pursuing a new model of marketing that your in-house team may be unfamiliar with.

Savings

The fixed payments of outsourcing may appear to be more expensive at the onset, but the money saved is almost always higher. Fixed costs in people, technology, and facilities often account for the largest portion of a marketing budget. The assembly of a modest in-house department is an investment that easily stretches into six figures. It also creates an area of year-round overhead –including retirement benefits, health insurance, vacation pay, etc. –that becomes an immovable, fixed expense. Finding competent executives with the right expertise also takes time and money. Outsourcing will save you both.

Flexibility

Markets are constantly changing in today’s fast-paced world, and you don’t want to be the business left behind. Companies need the strategic and organizational mobility to shift gears at a moment’s notice, and outsourcing allows you to have an instantly prepared and specialized team available whenever a shift requires adapting your marketing strategy. It also enables your company to explore new approaches without a long-term commitment.

Industry Experience and Cross-Industry Experience

Performance Marketing has a staff that possesses the best of both worlds: Our staff has many years of experience in lighting & controls, but also has experience in a diverse list of clients and industries. Cross-industry experience allows Performance Marketing to develop a comprehensive strategy based on observation with other clients – BOTH Lighting and non-lighting.

We invite you to reach out to us for more information. We'd be more than happy to chat!

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Topics: outsourcing marketing efforts, Marketing for Lighting and energy control, electrical distributors, lighting designers

Marketing Metrics that Matter

Posted by Natalie Young

Aug 24, 2018 11:40:20 AM

Every business has a Facebook page, Twitter account, etc. How important are those likes and followers? Are email open rates really a good gauge of customer engagement with your brand? Marketing 101 might tell you that these are easy metrics to analyze, that show how well your marketing campaigns are working… but are they really?

The Twitter Follower Flaw

Your company’s Twitter follower number might seem like a great way to gauge your brand recognition, but consider your own personal Twitter account. How many companies do you follow? How many of them do you actually notice, or have interest in their brand? Your answer is most likely very few, compared to how many you follow. The same can be said for your company’s Twitter followers. Just because you have followers doesn’t mean they are all absorbing your content.

So what is a better Twitter marketing metric? Compare your competitor’s followers to yours. People that follow your competition that aren’t following you are your missed opportunities. Take time to research what kinds of content these Twitter users are consuming, and focus your efforts on your new target audience.

Twitter Action Plan: Use a service like FollowerWonk to delve deep into your Twitter analytics, or Cadmus to see your followers’ most shared links.

The Facebook Fallacy

Everyone and their grandma has a Facebook page. Facebook just isn’t the hotbed of the social media marketing scene anymore. More and more Millenials aren’t even using their Facebook pages on a daily or even weekly basis anymore. Like Twitter followers, just because you have a certain amount of “likes,” on Facebook, doesn’t mean it’s going to ever equate to brand recognition or actual sales growth.

Facebook Action Plan: Use Facebook for strengthening your SEO. Even Google has confirmed that the links on Facebook pages- whether personal or on a Fan Page will help increase a website’s SEO.

The Erroneous Email Open Rates

Email open rates are great for checking the strength of your email’s subject and timing, but not a whole lot else. One of the main problems with open rates is that most email clients require images to open to count as an “open,” and many people have images turned off.

The Click-Through Rate is a much better marketing metric that actually shows the efficiency of an email. How many people read the email, and actually clicked on a link to visit your corresponding website page? This is a much better indication of customer engagement and lead-generation.

Email action plan: Make sure there are appropriate and intriguing links to your website in your emails. Let the reader have a bit of a “to do” for further reading, or to download a product spec sheet.

The Page View Paradox

You spend hours planning and creating content that is important to your customer base. Is it having the impact that you are looking for? Page views are a great start in finding out if people are responding to what you’re putting out there, but it really doesn’t tell the whole story. Page views don’t tell you if they've spent time reading the article, whether they've shared it with anyone, or if they want more information and checked out other parts of your website. The better metric to keep an eye out for is your bounce rate. A bounce rate is the percentage of readers who don’t click through to more of your website, or read another article or blog post. A drop in bounce rate shows that your content is speaking to your readers in a way that is prompting them to engage your brand.

Another great way to tell if your blogs are hitting home runs is social shares. The key is to combine sales strategy with content that is engaging enough that your target audience takes the time to share it.

Blog Action Plan: Create content that gives the reader homework. “Download the brochure here” or “Check out our new products page for more info”.  These kinds of calls-to-action can drive more views to your website, and your brand spends more time in front of your customers.

Is this all a bit overwhelming? Maybe it’s time you considered outsourcing your marketing. Read more about that HERE.

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Topics: Marketing for Lighting and energy control, electrical distributors, lighting designers, A/V professionals

Does Your Marketing "Make the Sale" for Your Lighting, Electrical, or A/V Business?

Posted by Natalie Young

Jul 27, 2017 12:46:23 PM

If you’re involved in marketing for lighting representatives, electrical distributors or contractors, lighting designers or professional A/V services, you know you’re responsible for results.

Are your marketing efforts bringing in profit? Sometimes business people confuse the roles of sales and marketing. That can cause problems, because they are two very different things. Sales has the power to change conditions, to transform a situation through the skills of the salesperson. Marketing, however, generally does not possess such transformative power. Marketing needs to work with conditions as they are. One could simplify and say: Sales is persuasion. Marketing is understanding applied. If your marketing efforts are constantly trying to sell (instead of provide helpful information and position you as the best choice for prospects), you can actually end up pushing potential clients away. 

"No one buys what you sell, they buy what is of value to them,” and a marketer’s ignorance of this first part, “No one buys what you sell,” often leads to the mistake of making marketing about the product. Marketers often try to push a product and constantly urging someone to buy doesn’t work.

makingthesales.png

What you really need to do is have your sales and marketing teams working together, performing their respective tasks well and sharing information with each other. That way, marketing can produce messages that attract qualified leads, and the sales team can follow up on them. And sales can provide the marketing team with feedback on the kind of information that potential customers want. It’s something we refer to as “Smarketing,” and you can discover a bit more about it here.

If your sales aren’t where you’d like them to be, it may not be because your marketing efforts aren’t selling hard enough. It may be because you’re trying too hard to sell and not doing a good enough job of providing prospects with the kind of information they need before they decide to buy.

Your company website is a perfect place to provide that kind of information. It’s the first contact many of your future clients will have with you. To learn more about how effective your website can be when it comes to generating leads, check out this free e-book.

You want your cash register to ring, of course – just make sure you’re providing your prospective customers with the information they need so that your sales team can make the sale.

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Topics: Marketing for Lighting and energy control, electrical distributors, lighting designers, A/V professionals

Recycling Isn’t Just for Cans Anymore: How to Repurpose Your Marketing Messages

Posted by Natalie Young

May 4, 2016 10:00:00 AM

If you’re responsible for marketing to lighting representatives, electrical distributors, electrical contractors, lighting designers, contractors or A/V specialists, you know that those professionals are always looking for new developments and new ideas to help them do their jobs better. And when they look, they are going to be looking online.

recycle7.pngThat means if you want to reach this audience with products, services and ideas, you need to be online where they’re looking. That’s part of the beauty of regular blogging for your business. It’s a great way to pull potential clients back to your website, where they can learn about what you have to offer.

Naturally, the more valuable, helpful content you have on your blog, the better your chance of attracting your target audience. Unfortunately, coming up with regular content is one of the biggest challenges for businesses that blog.

One way to solve that problem is to repurpose your marketing messages. I’m not talking about reposting something word-for-word. Instead, take commonly asked questions and frequently voiced issues and find fresh new ways to talk about them. Repeating a message can be very important. According to the Online Marketing Institute, it takes between seven and 13 touches to produce a qualified lead (much more so a sale). So even if your potential customer has heard some of what you’ve said before, telling him again (in a fresh way) can only help.

Here are a couple of ways you might do that:

  • Updates: Talk about a familiar topic in your blog, but mention industry developments or changes in regulations that might impact your customers.
  • Break it Down: Instead of covering a broad topic again, break that topic into smaller (more detailed) components.
  • Change the Perspective: Tackle a topic you’ve already covered and present an opposing opinion.
  • Say It Differently: Sometimes you simply need to describe something in a new way. The topic may be great, but it needs to be re-written—maybe from the customer’s point of view.

Those are just a few ways you can repurpose content you’ve already used. The key is keeping the information current and fresh. We all know recycling is a good thing, but who knew it could be applied to marketing messages? 

 

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Topics: marketing, electrical marketing, blogging, electrical distributors, electrical contractors, marketing messages, A/V professionals, new marketing content

Perfectly Matched Doesn't Just Happen

Posted by Natalie Young

Feb 25, 2016 1:16:13 PM

We’ve all heard of love at first sight and of couples that are perfectly matched—just waiting to find each other. It may happen on occasion, but generally speaking, it doesn’t happen that quickly. In fact, it usually doesn’t “just happen" at all. 

Unfortunately, too many businesses take that “love-at-first-site” route with the way they approach their marketing efforts. They try something to reach their potential customers (sometimes spending a lot of time and money) and then hope that lightning will strike in the form of a sale.Puzzles.jpg

If you’re responsible for marketing and work as a lighting representative, electrical distributor, electrical contractor, lighting designer, or even AV professional, you know that just doesn’t work. It takes multiple “touches” to reach the right people and get them to respond. Depending on the marketing experts you ask, it can take between 6 and 12 contacts before you’ll even get a response.

There is, however, more to the story. For your marketing to succeed, it’s not just about how many times to touch someone with your message: It’s also making sure you’re talking to the right people, and that you have the right message for them. A general message—or general information about pricing and specifications—isn’t going to get you where you want to go.

How do you shape your message (and target your marketing efforts) for the audience you want to reach? How do you find out who they are and what kind of information they need from you? You have to ask the right questions when you talk to them. Then you need to format the results of your research in an interesting and compelling way. You also need to build your messages and your marketing around your personas (the characteristics that define your ideal client).

You can’t just look at the size of your potential client, how much they spend, or where they’re located. You have to find out what kind of problems, issues, and challenges they face. Then you need to offer them information that will help them meet those challenges.

If you’re looking for help in doing this, download our FREE Buyer Persona Template. You’ll still have to gather the information from your prospective clients, but this template will be a big help in organizing and making sense out of what you discover.

Or you can try the business version of speed dating and make cold calls, and send out mailings and emails to people who may or may not be a perfect match—and hope that you get lucky!

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Topics: electrical distributors, AV professionals, lighting designers, marketing for lighting representatives,, electrical contractors

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