Marketing Strategies for Your Budget

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Facebook paid to advertise:

Implementing Facebook for paid advertising has a higher reach for marketing campaigns to more people, than your immediate Facebook audience. This will help in building brand awareness, increase traffic, more engagement, and sales. In creating more exposure for your businesses website, users will be able to download a mobile app for your company or make purchases.

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Google AdWords:

According to Google for every $1 spent on Google Adwords generally, businesses make an average of $2.  Creating a PPC (Pay-Per-Click)  ads for marketing using Google AdWords, so optimizing this resource for your marketing goals is beneficial for finding new users to your website.

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Display Advertising:

There are many benefits for generating leads with display advertising, such as building brand awareness. Using display advertising especially on Google, ads will appear on diverse types of websites within the Google network such as; YouTube, blogs, Gmail and many more sites. To help build your relevant audience, you can target specific demographics, zip codes, and interests.

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Email:

According to recent research about Email marketing, this is a useful tool for attracting and retaining customers. Take into consideration that your target audience is checking their emails both on desktop and mobile; this is an efficient tool to specialize your message to your audience.

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Mobile:

Mobile marketing is a tremendously useful way to promote your amenities, raise brand awareness and boost loyalty because you can reach your audience instantly. Taking advantage of the increasing dependency people have on their smartphones, that most text messages are opened in a matter of minutes, that companies should exploit this ‘instant’ factor in marketing strategies. Companies can execute location-aware marketing campaigns that cannot be utilized through other channels. Also, consumers are ‘opting-in’ for information, coupons, and discounts which makes this resource very useful.

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Instagram:

Since Instagram works very similar to Facebook with paid advertising, reaching larger targeted audiences because they are run by the same company. So to  better utilize this platform, link your Instagram and Facebook accounts together.

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Content Marketing:

Content is the groundwork for any respectable marketing plan; a business needs good content to support your advertising. Companies using customer-centric content saves money, increases direct sales, generates leads, and improves brand loyalty.

 

Prepping for Usability Test

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Collecting Data on a Usability Test:

Record Your Sessions: This creates the opportunity to exam the session again to go over critical issues to analyze how the participants went through the task.

Video or Audio Recordings: Either will help to break down the tasks after the participant has left. Also, this will is a powerful tool to show anyone in the company that needs to view the findings.

Post Task Questions: Talking to the participants immediately after finishing the tasks, while the experience is fresh in their minds, to get feedback about the experience is an excellent opportunity to add more unbiased notes to the final report.

Time on Task: The length of time takes the participant to complete the task. When multiple participates are used then find the average length of time for each task.

 Explain the process of reporting data from the usability test:

  • After the test sessions, take time to make notes of observations and which problems arose that need to be addressed. Also what steps are going to be implemented to fix the issues.
  • If multiple participants were used, then gather all the notes to make a collective list of issues to address.
  • Now organize the list into the top 10 most pressing
  • Rate the list with #1 being the most critical to be addressed first.
  • From the list:
    • Brainstorm fixes for each issue
    • Who’s going to make the fix
    • Any resources that will be needed for the fix

Recruiting for a Usability Test:

When recruiting  participants for a usability test, there are many clever ways to resource people like Craigslist, Facebook, Twitter, or other social media platforms. Other possibilities are your local Facebook community groups, ask friends and family, or parents from your kid’s sports/scouts group.

Talking to Participants:

I would follow Steve Krug’s recommendations for prepping the participants in the test. Have Steve’s script in hand to facilitate the session and begin with letting them know the test is not about them but the website, to put them at ease.

 

What is the “Reciprocity Principle” of marketing?

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What is the “Reciprocity Principle” of marketing?

This has to do with the psychology of relationships, otherwise defined as a human need, that we are compelled to give something back when a gift is received. So using this concept in marketing, when the buyer receives something free from the seller, the buyer feels indebted to do something back such as making a purchase.

Though to best utilize this principle in marketing, is for the business to create a ‘gift’ of significant value for the customer. This is a powerful way to introduce your business to new audiences but also to create loyalty for your already established customers/clients.

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What 9Round currently uses for their reciprocity principle is 1 free workout to try their services. If I was to implement a new marketing strategy, I would change this offer to “Try 9Round 10 days for free!”

With just one free workout that is 30 minutes, there is no way that the all many potential best benefits of using 9Round could not be experienced within the 30 minutes to convince the new person into committing to a membership. The conversion rate from 1 free trial to a life-long member, could possibly not be the best numbers that the owners are hoping to achieve.

With 10 days free, the customer will get more time to meet other staff members, meet members of the gym and begin to develop relationships within their community. As the 10 days go along, they will begin to develop a new habit of incorporating 9Round into their daily routine. The customer will see more value in committing to this ‘community’ than just paying for a membership.

Zulily Utilizing Their Branding Voice

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Zulily Utilizing Their Branding Voice

In order to boost the success of marketing efforts, it is necessary to have a strategic branding voice for your products & services. Good branding conveys emotional engagement to the target audience. The element of human engagement is also essential in the branding tone.


 

Taglines

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(Zulily’s current “Tagline.”)

Something Special Every Day

Zulily’s taglines expresses a vital brand feature referencing that they have sales and events every day for moms.

According to “Elements of a Successful Brand 2: The Tagline”;by Lee Frederiksen, Ph.D.; Lee explains what a Tagline should do:

A good tagline should elicit a response from its audience. It should do one or more of the following:

  • Clarify (what you do, how you are positioned, etc.)
  • Express an important brand attribute
  • Support your positioning
  • Help people recognize and remember you

Know Your Audience

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Find Your Niche to Speak too

Zulily’s branding is targeting moms with incredible prices on clothing, home décor, toys, gifts and more. They use colors that are softer, the fonts are simple and clean, and the brand feels fresh in the design. The website shares the  energy of happy toddlers. The overall design feels like a young mom lifestyle.


Emotional Engagement With Your Target Audience

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Zulily has partnered with Ben Towne Center for Childhood Cancer Research

This is how they  show empathy through their branding. They are an advocate for childhood cancer research. Partnering with an organization in their community has a strong emotional appeal to family and community.

This humanizing element to their branding strategy, shows the company has values, and a company that stands for something stimulates loyalty from their audience.

References:

2015, L. F. (2017, October 26). Elements of a Successful Brand 2: The Tagline. Retrieved February 02, 2018, from https://hingemarketing.com/blog/story/elements-of-a-successful-brand-2-the-tagline

 

Video & Podcasting

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 Video and podcasting

9round

The company I chose to research is 9Round fitness is a specialized gym, fitness center & health club dedicated to circuit training with an emphasis on kickboxing fitness training.

 I am investigating if 9Round is using video & podcasting for marketing their business.


Podcasting

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BlogTalkRadio

I did find podcasting beginning from 2015 on BlogTalkRadio. Listening to the messages given was useful content about healthy food, the science of working out, and tips for working out. The messages from what I listened to could be “timeless” in a sense, that nothing within the conversation could be “dated” revealing to the listener it was 2 or possibly more years old, which could be recycled on a later date.

The turn-offs, literally I mean, I needed to turn it off because the audio sounded like a phone call into a radio station. The recording was rough, just not pleasant to listen too.

I cannot tell from Blog Talk Radio if using this platform worked for bringing in potential new clients. I would have a tough time being committed to listening to their messages because of the audio recording of the talks.


Video

9Round  is using YouTube to share information with ‘how-to,’ examples of workouts, and press interviews. Their videos are answering questions for people interested in trying out their circuit training program.

9Round videos categories:

  • 9Round workout video
  • 9Round hand wraps
  • 9Round review
  • 9Round fitness
  • 9Round commercial
  • 9Round results
  • 9Round transformation
  • 9Round pad drills

Customer Reviews

9Round has many videos of  people that shared their experiences of going and trying the workout.


9Round has done well with their videos in their marketing to educate, inform, entertain, and advertise their company. As for their Podcasting strategy, I could not tell if they considered this a success for ROI. Many studies have shown that the use of Podcasting in marketing plans can be beneficial, 9Round should consider moving their Podcasts to the more popular APPs like iPod.

Information Design for Business

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As I am in the process of redesigning my entire life as a single person and my children are grown and have moved out, I have decided to start with finishing my education. My goal is open my own business and be able to support myself and create jobs. So part of my crazy plan was to learn how to social media marketing as an essential element of my business plan.

Information Design for Business is part of the Social Media Marketing Certification. This class, I honestly had no idea what this had to with marketing. Since Information Design for Business is part of the curriculum, well I figured I would soon know what it means to the certification. Coming in with no expectations or concepts to the class, then everything will prove to be found a valuable resource for my toolbelt! Anything that helps with making social media a valuable resource to enhance a business plan is essential in this era of technology.

Wrapping up marketing class…

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Trying to figure out what was my favorite module is hard because when I understood the possibilities that each piece of information has in added value in marketing, I was excited to get put words into action.

What was complicated for me was technical behind the scenes jargon of the internet. Anything that had complicated directions to ‘find’ information or too much information to explain something that should be a few bullets of explanation set my A.D.D on fire.

The area that I am looking forward to working with to create a fantastic internet presence is Facebook. Facebook seems to be the center if everyone’s world of information and entertainment. Facebook is an excellent resource for a small business with a limited budget. Alternatively, looking to be very strategic with your marketing budget. It is a great way to keep your business at the top of peoples mind but also gives a platform to link your social media through.

Facebook is an avenue to get brand awareness through word of mouth by “likes” and “shares” of you content that could send new leads to your website. A business can run promotions through the pages and reach more people to engage and drive traffic to your website than the days of buying newspaper ads.

FUTURE OF BLOGGING FOR ME…

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Writing a blog without any previous experience of what is involved with producing content for engagement, I felt overwhelmed by what blogging provided to the business. I have read some blogs that were amazing in providing value to their industry; I have read some that were just fun and entertaining. Then there were others that were difficult to stay interested in to find the purpose of the message.

Another aspect that I found was intimating was putting my personality on the blog. I was anxious about having a ‘professional’ tone to the writing since I was presenting assignment concepts to blogging. As I began to understand the uses of blogging for representing business, I was able to share my opinions on blogs. I also found confidence in writing when other bloggers found my blogs and ‘liked’ them.

Then I noticed if the titles to the blogs were more exciting or better use of keywords there was more engagement from the internet. Which was encouraging to place more thought into using Keywords, SEO’s, and other industry strategies for engagement my rankings improved on search engines. Also approaching an idea to be shared from a different perspective can also work because what is worse that can happen, just that someone does not agree with you and moves on, then you can either rework the blog or just let the feedback be what it is, someones else’s opinion.

I am looking forward to the chance to produce new content designed for marketing my business and engaging new potential customers. To continue working on finding my branding voice but also to keep information valuable for the reader. I also look forward to trying something for entertainment purpose.

FAKE JOB POSTING FOR THAT DREAM JOB THAT YOU CANNOT WAIT TO GET TO EVERY SINGLE DAY!

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ENDS OF THE EARTH YOGA STUDIO is power yoga to taken to the next level. Based in the Pierce County and inspiring the Pacific Northwest to try classes that are dynamic & fun! Where we have teachers are inspired and creative to achieve your yoga needs in a 60-minute class. We are looking to for individuals that are accomplishing “customer service on steroids” in our everyday interactions with our guests/students.

If you love engaging with others, understand the importance and excited to be representative for ENDS OF THE EARTH YOGA STUDIO brand to our guests. We are looking for someone who is resilient and an excellent communicator and always strive to perform outstanding service to our guests.

As Front Desk/Social Media Manager  is for we are not looking for individuals that have customer service skills, we are looking to design and stay innovative with our social marketing strategies. We are creating a team that is essential in currents trends within the Yoga industry, also using strategies for our website, app, and other social media content.

The Front Desk/Social Media Manager is also essential in creating, developing and implementing loyalty programs to create long-lasting relationships with our students and staff.

Pay range $16.00-$25.00 per hour D.O.E.

Responsibilities:

  • Part of the duties as Front Desk Manager is to collaborate with all staff in their areas of expertise to coordinate posting campaigns.
  • Set up and optimize company pages within each platform to increase visibility of company’s social content
  • Create content calendars and strategies of cross-promoting between studio and instructors
  • Stay current on market trends within our industry and local competition for the studio

Requirements:

  • Proven working experience in social media, marketing or as digital media specialist
  • Demonstrate social networking experience and social analytics tools knowledge
  • Excellent consulting, writing, editing (photo/video/text), presentation and communication skills
  • Positive attitude, detail and customer oriented with good multitasking and organizational ability
  • Minimum is Social Media Marketing Certification

Amazon, Hello Fresh…my love letters to you…

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Do you have a favorite company that has put all your needs together in such an enticing package that you have been converted for life. Well my task was to explain two companies that give me those warm and happy feelings because they have the customers needs front and center.

The following was how I was inspired to share my feelings about Amazon & Hello Fresh.


 

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Hello April,

While you have been away, I have been shopping for many things you did not know that you needed. Looking at your last purchases and your shopping list its time to re-evaluate some options!

We did not know that you were planning on letting your mother use  your site, so we decided we would show you what happens when you let others come between us….. So I feel you now  need a calendar, another book on yoga, calcium, hair dye,  and to watch the movie the Tick!

 Also, we have scanned your lists and would like to inform you that your wish list is ridiculous!

Always thinking about you,

Amazon 🙂

My Dearest Amazon,

 I know it’s been awhile. Apparently, you were looking out for me…looking into items I need, finding more items I didn’t know I should have and telling what the cool kids are buying.

I appreciate the time you spend with updating texts telling me exactly where my packages are throughout the day; I get a thrill knowing you are close!

I do enjoy your special deliveries; I wait with anticipation to find your thoughtful packages…..hopefully before some (not kind word here) takes it off my porch. I always know when they are from you Amazon.

 Before you Amazon,  I would watch my neighbors get packages from the mail lady, who so lovingly granny tossed those packages  at their door, and think someday I would like to have all my needs met without wondering stores and wasting time at the malls.

Maybe someday,  I could  get my wildest desires  tossed at my door.

That day has come because of you Amazon!  I no longer have that mail lady that took care of us on the military base, I moved far away…but  I discovered you Amazon!

 Sorry about my mother interrupting up what we had going on together, it won’t happen again.

Really the Tick! Now you’re just silly😉

Thanks for the memories, of how I used to go shopping,

April


Hello fresh logo

Hello Fresh,

You are now my new best friend!

From the moment I looked at your website, I was excited! You are the personal chef  all woman want! You do the shopping and put together unique and variety of dinners for me. Your pictures are beautiful with so many options for meals. How easy you make it for me to plan my dinners with such incredible choices…or I could be crazy and just let you pick out my dinners for me.

 

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OOOhhh Helllllloooo Fresh how enticing and a little naughty with a wine selection to go with dinner, now I also have my own sommelier to select and pair my wine to these dinner creations.

Ooooohhh You know how I love gadgets, kitchen gadgets that make the experience feel like I’m in the kitchen of a celebrity chef. Oh, how you get me…..Hello Fresh.      

 

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When your box comes, the house is filled with delight!  Inside that box of wonder, is everything I need. Packaged is each individual meal with anticipation growing, beautiful recipe cards of each spectacular meal, easy to read with lovely pictures. The steps are easy, that flow the process to create that fantastic dinner tonight!

Hurry Hello Fresh, hurry home!

With all my love and delight,

April