Category: Marketing

The Importance of Empathy-Based Marketing

3 Ways to Use Empathetic Content Marketing

When I say the word “empathy,” what do you associate it with?

Kindness to a family member going through a hard time? Supporting your partner when they’ve had a bad day? Or, does a business-related example come to mind?

I’m going to guess that many people don’t associate “empathy” with buying or selling.

Unfortunately, many brands don’t either!

But as we move forward from COVID-19, empathy-based marketing isn’t just the right thing to do, your customers now expect it.

Many studies done during the pandemic are showing that people want brands to be more empathetic and aware of the long-term impact it will have on their lives.

Hopefully, you communicated authentically and empathetically with your customers during this time, and you’re going to have to continue to do so!

So now that we’ve established that being empathetic is important, let’s define exactly what it is.

Basically, it’s putting yourself in your customers’ shoes to better serve them. And unlike sympathy, which is feeling compassion, empathy means imagining yourself in another person’s situation.

Examples of Brand Empathy

Let’s look at a real-world example: IKEA recently created a video using footage shot by employees, capturing moments at home.

By thinking like their customers, the company showed solidarity and connection during the COVID-19 crisis⁠-and reminded people that maybe they should spruce up their space!

Here are a couple of ways a small business owner could use empathetic content marketing:

  • Make a DIY blog or video to show people how to create something using your product. Whether it’s growing herbs, updating their wardrobe with a few key pieces, doing crafts, or tracking their finances, this could be a good way to provide something useful to customers or social media followers who are spending more time at home.
  • Give a portion of your proceeds or donate products to a charitable cause. During the pandemic, one of our clients, Malarys, was very active in the community, donating a number of face masks to health workers. People are going to be looking to brands to continue these charitable efforts post-pandemic.

No matter how you approach empathy-based marketing, make sure you’re offering something of value to your audience.

According to Forrester’s 2019 research, 65% of consumers say they already get too much material from marketers, and nearly that many think they’re getting useless content.

Being empathetic isn’t your excuse to peddle fluff or lose sight of providing people with an actual solution.

How to Use Empathy to Enhance Marketing

1. Tap into emotional triggers.

Yes, your product or service offers buyers a solution, but that’s the logical side of the equation. What emotions drive your customers’ behaviour?

For example, one of our clients offers financial therapy services. Rather than focusing only on the numbers and figures, Wendy Wright dives deeper into the why of financial decision-making.

She talks about her previous struggles with money and the importance of looking at finances with “compassionate curiosity” to empathize with her clients, who often feel shame or anxiety around debt or savings.

2. Listen to your customers

A 2018 study by M&C Saatchi looked at how well 34,000 customers’ actual experiences with brands lined up with their promises. They discovered that 18% of consumers had stopped using a brand in the last 12 months because of a broken promise.

Twenty-seven percent believe that experiences are getting worse with brands, not better.

Are you following through with the quality and service that your customers deserve?

I’ve talked about this many times before, including the importance of dealing with negative customer reviews. At the core of brand empathy is how you treat your customers when they provide negative feedback.

For example, when a customer accused Airbnb and a host of racial discrimination after being refused a booking, then accepted after using a fake profile of a white man, Airbnb responded swiftly.

They launched their ‘Open Doors’ policy, which places any guest who feels like they are being discriminated against somewhere else, whether that’s in another Airbnb property or in a hotel.


READ: “How to Evolve Your Business Model as Times Changes” on our website.

As we emerge from the coronavirus pandemic, it’s obvious some things are forever changed. In a recent survey, 81% of Canadians agreed the crisis will create a new normal and have a lasting impact on society.

It’s time to look at your marketing and evaluate if it still makes sense to your target audience. I share some great tips on defining and meeting customer needs for your future success!


3. Remember and respect differences.

No two customers are alike, even if they both fall into your target audience. People from different geographic locations, generations and genders aren’t all going to necessarily want the same thing from you.

When you’re creating your empathetic content marketing strategy, start with in-depth customer persona research. A marketing persona defines a segment of your audience, for example “tech-savvy millennial”, or “thrifty young mom.”

To design these useful marketing tools, you can look at your demographic data, survey and/or interview your customers and listen on social media.

By developing these marketing personas, you’ll have a much better idea of how to approach-and appeal to-your audience by offering them relevant content they will appreciate receiving from you.

Chances are you had to pivot your marketing strategy during the pandemic, but that doesn’t mean it’s going to be back to business as usual now.

It’s time to walk a kilometre in your customers’ shoes. So be kind, understand the emotional level your client is at right now, and provide valuable content that is relevant to them as we all do our best to move forward stronger than ever.

Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

7 Steps To Creating A Successful Business Plan

When you go on a trip, typically you get out a map or you use GPS to ensure that you get to where you want to go in a relatively uncomplicated manner. You don’t just strike out without any idea of where you’re going or how you’ll get there.

The same thing should be done when you start a business. Map out a plan, starting with the end. In order to make the plan, ask the following 7 questions:

1. Who Are You?

This question really has two parts; one, who are you personally and two, who is your business? How you want the public (and customers) to view you as a business is important, because it can inform how you proceed with every aspect of your business.

2. What Do You Offer?

It’s true that you offer something that can easily be named, xyz service or xyz product, but what you really need to answer is what solutions are you providing? Is it freedom? Is it time? Is it something else? If you can answer that, you’ll be able to move your business forward faster.

3. Who Is your Customer?

Customer identification is an important part of owning and running a successful business. It doesn’t end once you figure out who your customer is either, because you will need to continue to study them over time. Try creating a customer avatar so that you can look at it and know exactly who you’re doing it for.

4. What Differentiates Your Offering?

Usually, someone else is offering something like yours or close to it. But, there is always something that makes yours stand out from anyone else’s. What is that thing? How can you emphasize the thing that makes yours better, different, or special?

5. How Will You Deliver It?

It’s important to know the means by which you’ll get your product or service to your audience. Without knowing that, it will be difficult to succeed in your business. Work out these plans in advance.

6. How Many Do You Need to Deliver for Success?

One thing many business owners forget to do is figure out how many widgets they need to sell (or hours if you’re in a service business) to break even, and then how many to be successful. When you know this answer, you can break that down to how many a day you need to sell. That then helps inform the rest of your plans.

7. What Is Your Timeline to Profitability and Success?

Once you know all the other information, it will be easier to determine how long it will take for you to be successful. Knowing that info you can start from the date you want to show your first dollar profit, going backwards and entering in the actions you need to take each year, month, week, day and even – if you wish – hour of your day.

5 Tips to Help You Choose The Right Textile Supplier

As a business owner, if you want to ensure a successful supply chain, you must look for the best textile supplier for your brand. Before you go with the supplier, know that there they should be able to satisfy all of your requirements. Given below are some tips from experts that will help you choose the best supplier. Read on.

1. Put together a selection criteria

First of all, you should put together selection criteria that the prospective suppliers must meet in order to be considered for this position. This selection criterion should contain a list of important points. Listed below are some of those pointers. The list is not complete, though. Based on your research, you can add more pointers to the list.

  • Communication methods
  • Delivery method
  • Handling and storage facilities
  • Lead Times
  • Min and max order quantities
  • Quality assurance
  • References
  • Return and refund policies
  • Samples of materials and products
  • Terms and conditions regarding payments

2. Find out about The Supplier’s Reliability

The second important pointer on the list is about the supplier’s reliability as it can have a great impact on your production process. If the delivery times are not consistent, you may not be able to complete your orders on time. As a result, your customers will be unsatisfied because of defective garments and production delays. So, what you may want to do is assess:

  • Supplier’s location
  • Supplier’s proximity to different logistics centers
  • Information transparency
  • Their experience with the delivery of small and large orders
  • Their communication ability

3. Investigate their CSR

You may have heard about suppliers that are popular for their best CSR practices, such as ethical labor practices, proper working hours, and zero exploitation of any type. So, what you may need to do is ensure that the supplier is not involved in child labor, discrimination, and exploitation.

In fashion companies, for example, different stakeholders, such as consumers play an important role to encourage positive CSR activities.

4. Investigate their raw material and Equipment Quality

If you want to produce high-quality products, keep in mind that it will depend on the raw material quality. Apart from this, it also depends upon the quality of the equipment the suppliers use for production. Therefore, you may want to go with the supplier that inspects raw materials and equipment on a regular basis in order to prevent quality issues.

5. Investigate their Team

Finally, you may want to ensure that the team members of your supplier are trained, skillful, competent and dedicated. This is important if you want them to fulfill your production demands. You can ask them to show their qualification certificates. If the team members are not trained or qualified, you may want to consider a different supplier.

Long story short, these are the 5 tips that you may want to consider when looking for the best textile supplier to meet the requirements of your brand. If you follow these steps, it will be much easier for you avoid the common mistakes when choosing a supplier.

5 Steps to Help You Build an ECommerce Store

Your Guide to Starting an Online Business

Whether COVID-19 pushed you to pivot from a brick-and-mortar store to an online environment, or you’ve decided to take the plunge and set up a web-based shop, starting an eCommerce business can be a rewarding venture.

From 2017 to late 2019, approximately 28.1 million Canadians made purchases online. That’s a lot of people who are landing on webpages and whipping out their wallets if they like what they see.

But there’s more to the process than buying a domain name and loading your site with products or services. There are technical aspects to navigate and content to consider.

Do you DIY with a website builder or hire a pro? Should you stick to SEO or focus on paid ads too?

As a small business owner, I’ve helped many clients create successful online companies. So I’m sharing this five-step guide to starting an online business with you to make the process clearer and less stressful.

1) Figure out what you want to sell.

If you’ve already got an established store, this might be a breeze. But if you’re just starting an eCommerce business and are focusing on products, you’ll need to think about what you’ll offer, and where you’ll get it from.

The first thing in figuring out what to sell and in what form is to ensure it’s relevant to today’s consumer. COVID-19 has made consumers much more in tune with their spending habits. Ensure there is a consumer first and foremost who is willing to spend their money for the product you aim to sell.

Next define how you want to sell your products. Here are just a few of the options:

  • Business-to-consumer (B2C): This is the most common business model, with many different approaches. Basically, you sell to the end user, but there may be a third party acting as a middleman (think Amazon).
  • Direct-to-consumer (D2C): From design and manufacturing to sales and promotions, the company does everything. Dollar Shave Club is a good example of a D2C business who started small and grew using this model.
  • Subscription service: Books, clothing, organic produce, baby gear… I could go on and on. Nearly every industry out there has harnessed the power of subscription services to deliver cost and time savings to customers on a regular basis.
  • Dropshipping: Rather than having to stock a warehouse full of products, when you sell a product on your site, you’re essentially purchasing the item from a third party, who ships it directly to the customer.

2) Buy a domain name.

If you already have a business name, this part could be simple. However, you’re not going to get a short and sweet dot com name unless you lay down big bucks. And you don’t want a domain name that runs five words long or is difficult for customers to remember (or spell).

Ideally, you use your company name like we did, with a dot com-or a dot ca if you’re in Canada. There are a lot of other TDLs (Top Level Domains) to consider such,.co but strive to get the as your primary domain if at all possible.

3) Build an eCommerce store

From incorporating branding into your layout to loading products/services, there are so many things to consider when you’re starting an eCommerce business, including:

  • Your shopping cart software. Shopping carts can be built with a variety of coding languages including ASP, PHP, JavaScript and HTML. They can be provided by a 3rd party service provider (such as Shopify) or installed in your WordPress website like WooCommerce to avoid monthly fees. Choosing the best shopping cart software requires a lot of pros and cons analysis of each choice. Many times the choice depends on your needs, your budget and the desired functionality.
  • The visuals (copy and images). How your store looks and feels to the shopper has a significant impact on whether they will trust making a purchase from you. Moreover, how each of your products are described along with using professional-looking photos can make or break a sale if not done properly.
  • Installing a Secured Security Layer (SSL) Certificate. This keeps your website secure and is mandatory in today’s online commerce environment. Even Google will favour your site’s search ranking if it detects an SSL installed.
  • Your shipping model. If you’re selling physical products, you need to decide how they are going to get into the hands of the purchaser. Are you sending customers items directly? Or are you using a third-party? Will you offer free shipping, or ship internationally? Do you want the shipping automatically calculated on checkout or will it be a flat shipping rate?
  • Your payment gateway. Are you going to accept only credit cards, or debit cards and PayPal too? Will you use a hosted gateway that takes people off your site to pay, then redirects them back, like our client Ripping Vintage Packs? Or is an integrated payment gateway more your style?

This is where it is so worth it to hire a a professional web development company. You won’t have to spend your time Googling “SSL Certificates” or trying to set up shopping cart software.


READ: 3 eCommerce Challenges & Solutions for Tough Times

To call these “tough times” may be a bit of an understatement to you, or perhaps you’ve pivoted your marketing strategy nicely and aren’t negatively affected by the COVID-19 crisis.

There’s no arguing this pandemic has led to increased internet traffic as people work, socialize, and entertain themselves online.

That’s why I’m sharing 3 eCommerce challenges and solutions to help you maintain and even grow as an entrepreneur during this crisis.

Read more on our website.


4) Focus on SEO

Did you know that SEO has the highest ROI of any online marketing tactic? Despite this fact, many small business owners build their sites with very little consideration of how the search engines see their content.

SEO means doing keyword research to discover the keywords that your target audience is using to find what they need.

Your SEO strategy will be focused largely on on-page techniques like keyword-rich content and meta tags.

5) Create valuable content

Your customers don’t just want to see pages and pages of products, or a one-liner selling them services. They want you to be a trusted expert who can provide them with everything from useful tips to reassurance that their credit card info is safe.

Content marketing is an ongoing process. If you want to please your target audience and the search engines, you’ll need to be regularly posting articles, blogs and videos that are valuable to your audience.


No matter what your small business model is, you’ll need to keep testing and tweaking after you build an eCommerce store. You’ll want to dive into your data to see your customers’ behaviour, like:

  • Are they spending time reading your carefully crafted content?
  • Is there a broken link that’s causing people to abandon their shopping carts before they’re finished buying?
  • How many of your website visitors are converting into customers?

Of course, there’s a lot more to starting a web-based business than what I’m able to cover here! From promoting your business on social media to creating paid ads to drive traffic, you’ll want to have a marketing strategy in place as you move forward. But this guide to starting an online business will help you lay a solid foundation for a successful eCommerce site.

To your business success,


Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

8 Email Marketing Strategies That Will Boost Your B2B Sales

B2B or business-to-business is the concept of conversation involving the exchange of products, services or information between two or more business entities. Email marketing is the highly profitable way to generate leads and building a relationship with your prospects. The following email marketing strategies will help you to generate qualified sales leads.
• Optimize and Create the Content
• Connect With Social Media
• Focus On Your Audience
• Improve Your Email Effectiveness
• Optimize Your Conversions
• Re-engage with your Inactive Subscribers
• Up selling and Cross-selling
• Event Management
1. Optimize and Create the Content
The content is the most important thing when you send an email to the customer. Create some valuable content to engage with your audience. More than 55% of b2b marketers prefer to optimize the best content to connect with the professionals who are ready to purchase the products or services.
Make the content short and attractive. Most of the professionals don’t like to read a big story instead of that they will prefer short comments to know about your services.
Promote Your Content. If you created a great content and you wouldn’t be promoted means it doesn’t make sense. Market your content and reach out to the right audience.
CTA. Grab your audience attention by using some call to action methods. This will make the engagement of customers in your niche.
2. Connect With Social Media
Create and connect your social media in your email to engage with your audience. Social media is one of the key elements to increase your customer relationship and also one of the powerful methods to improve your leads.

According to the survey, 95% of businesses are using social media and they are telling social media is the important platform for their business. You can promote your products and services on social media to get qualified leads.
Be unique from your competitors. Create a unique social media post by comparing your competitor’s social media platform to improve your sales growth.
3. Focus on Your Audience
In B2B marketing you are interacting with millions of people before starting your conversation you should know about your customers. What they are doing, what their business goals and more. You have to analyze everything about your audience to target and increase your sales leads.
Type of Companies to Interact in B2B Marketing
• Companies who manufacture the products
• Companies who buy products
• Reseller companies who buy and redistribute your products
Having a better idea of your targeted audience can gain a better understanding of your prospects. If you know about your customer needs you can easily build a relationship and improve your sales leads.
4. Improve Your Email Effectiveness
Marketing automation platform can help you to know about your customers using that you can segment your database based on the customer needs. Create some attractive Headlines, Highlight your offers and promotions, design pictures that are relevant to your business, make it easy for the customer to get benefit from your offer.
A subject line is a matter to get the attention of the customers. Your headline should be relevant to the customers need.
5. Optimize Your Conversions
Your website will get a lot of traffic from your email marketing, social media and other channels but converting the visitors to the customers is the important thing. Create an overall website design simple and informative for the prospects.• User-friendly form
• Clickable CTA
• Attractive Headline and Design
Landing Page. Make sure your landing page should be optimized with right information that will convert the visitor into the customer.
6. Re-engage with your Inactive Subscribers
Your present customer knows more about your business than new customers so it’s better to target your existing customer to boost your sales.
First, you should identify the inactive customers then re-engage with them by conducting polls and ask them to review your services.

Make your customer happy with the free activation of a month or above that will definitely help to re-engage your customer. Email content strategy is more important to target the existing customer. Each and every customer needs are different so first, you should segment your customer depending on your past engagement based on that you can create your email content.
7. Upselling and Cross-selling
When it comes to sales there are two types: cross-selling and up-sell. If you are offering some products as a complementary for your prospects is cross-selling.
If the customer is looking for some lower end product and you are offering the higher end product related to the customer needs is up-selling.
Selling of product to your new prospects is 10-20% but the existing customer’s selling probability is 70-80%. While doing cross-selling and up-selling your customer comes to know how you understand their needs.
These two strategies motivate your customer to buy your product.
8. Event Management
Event management is one of the best ways to engage with customers create some events related to your products and services. Invite the peoples who already know your company and products while hosting an event.
Promote the event through email marketing and give clear information about the events such as Time, Date, and Place. By hosting the event you can showcase your products. It will help you to make new connections and creating awareness of your program.
Email marketing is one of the most important methods to interact with your prospects in an effective way. By making use of these email marketing strategies marketers can boost their B2B sales and build relationships with the customers. I hope this post will add value to your business sales.

4 Tips to Market Your Small Business Locally

Take Your Seasonal Marketing Strategy to the Next Level

Whether you’ve recently started a small business or have pivoted your sales tactics for your company because of COVID-19, you’re probably thinking about how to increase holiday sales.

It’s approaching fast, and now’s the perfect time to start your seasonal marketing strategy so you can bring shoppers through your doors or to your website.

But first… understand the holidays are going to look very different this year.

I talked about how your customers’ purchasing decisions this fall/winter may look completely foreign from what they did last year a few weeks ago in a previous blog.

Now I’d like to show you how to increase your holiday sales locally, so here are four ways you can enhance your digital and physical presence:

1. Create content with a local twist.

If you’re setting up your store for the holidays, consider festive “Shop local” signage that reminds people to support their community businesses.

Because many consumers will be staying home this year, spending time with a select few family members or setting up socially distant visits with friends and neighbours, it’s important to provide valuable online content, too.

According to Google, 35% of Canadians are finding in-store shopping difficult because of COVID-19. I’m predicting that a lot of people are going to hunker down and do their gift shopping online, rather than venturing out to stores.

So that’s good news if you have an eCommerce store. But people don’t just want to scroll through product page after product page. They want to see articles, videos, reviews and testimonials.

Consider creating articles that focus on local activities and even mention other small businesses (that you don’t compete with!). For example, you could write a blog on five fun things to do in your city this season, linking to a small business that sells holiday goodies or crafts. Then, write a call to action that links back to your own product or service as a great gift idea.

2. Partner with a local charity.

Many small business owners donate time and/or money to causes that align with their values. In addition to being a kind thing to do, partnering with a charity can also make your customers more likely to purchase gifts from you.

You could donate a certain percentage of each purchase or give an item for every item purchased. Setting up a gift-wrapped donation bin at your business allows you to show your customers how many items you’re giving away, or you could post photos and numbers online.

Your customers (and you) will be supporting a worthy cause, and you’ll also be promoting your small business.

3. Spruce up your store or website/social media profiles.

Just like you might decorate your home with garlands and stockings, decking out your store and/or website and social media accounts can create a festive feeling.

Consider using local decor to support other small businesses and reinforce the messaging to shop local.

If you’re doing your decorating online, update your profile imagery and posts with some virtual holiday decor that has a local flavour. Think beyond a snowman and include a snowy local mountain, or a shot of holiday lights at a tourist attraction near you.

Now, when you share your discounts, sales, promos and well-crafted content online, your followers will see something familiar.

The more you can create an ecosystem of content and relevant imagery that works together, the more you’ll increase your brand awareness, engagement, leads and sales.


READ: Your 2020 Holiday Marketing Guide for Business

Wondering how to increase holiday sales? COVID-19 is a global crisis that has affected economies, supply chains and retailers around the world. Your customers’ purchasing decisions this fall/winter may look completely different from what they did last year.

Those tried-and-true tactics that worked for us before may not anymore. No matter what type of small business you have, it’s crucial to realize that because the retail landscape has shifted, your holiday marketing plan must too.

Read more on our website


4. Host an in-store or virtual event.

If you can swing an in-store event with proper social distancing protocols in place, it can be a jolly way to get people into your business. You can offer refreshments, entertainment, and private shopping experiences to make your customers feel special.

Now, I predict we’ll see fewer in-store gatherings this year, but that doesn’t mean you can’t make events part of your seasonal marketing strategy.

The 8 Touchstones of Marketing

Regardless of your definition of marketing, there is a process associated with marketing your business, products, and services. This process or plan should be framed as one or more goals (I prefer SMART goals), underlied by one or more strategies (a defining statement of action or policy). These strategies are then accomplished by using a series of tactics, or action steps.

Quick Marketing Definition
Before we get to the 8 Touchstones of Marketing, let me prop yet another definition of marketing up in front of you:

Marketing is a two-way interaction with the public, prospects, and peers to present them with the best face of a business. You do this to inform and persuade them of the benefits of purchasing from that business.

The 8 Touchstones
I see a lot of small businesses whose marketing plan is merely to open their doors – physical or digital – and hope for people to storm in. As has been said elsewhere, “Hope is not a strategy.”

The next step up is to open the doors, and then find a way to shout, “I’m here!” That’s a little better, but what do you do when people actually show up?

Your marketing plan should include tactics for informing people about the benefits of doing business with your company. But once contact is made, you need to move them along a path to keep them informed and happy, and lead them to a place where they’ll purchase from you.

Your marketing plan should have these touchstones, in this order:

  1. Find leads (“A lead is anything with a heartbeat”) by communicating with the public
  2. Turn these raw leads into prospects (people who have an interest in your product or service) by starting an informative relationship with them
  3. Help persuade prospects to make a purchase
  4. Help new customers find joy in their purchase (minimize buyer’s remorse)
  5. Persuade existing customers to purchase more/more often
  6. Help people move from being customers (purchasers of services products) to fans of the business
  7. Help fans find more prospects (become unpaid marketing/sales reps for the business)
  8. Start the cycle all over again

Line vs Spiral
Essentially, your marketing plan is about helping – or guiding – people through steps from being a lead, to a prospect, to a first-time buyer, to a happy repeat customer, to fan, to unpaid marketing & sales representative.

Many entrepreneurs think of moving through this marketing process as a line. Probably not a straight line, but they see it as following the steps – first A, then B, on to C, etc. However, this process is actually a cycle; it starts in one place, and then moves around until it arrives at that starting point once again.

Sure, when you arrive at the starting point, you can pick up more people to insert into your marketing process. But one of the objectives of moving people along this process is to raise them higher than they were. For instance, one cycle can be explained as taking a person from being a lead, to a prospect, to getting them to make their first purchase. Now they’re back at Point A, and this is where a lot of marketers drop the ball. They leave the new customer on the same level as people who’ve never bought from the company! The idea here is to raise these new customers up a level, and help them become comfortable enough to make more purchases from the business. While the strategy is the same (“Help them feel happy enough to make a purchase”), the tactics are different on this level (for example: instead of a price discount on a single item, you give them a larger discount based on volume purchases). On this cycle, you want to move them from first-time purchaser, to happy repeat customer, to fan of the business.

These cycles should be an upward spiral. You might be bringing the customers over “the same old ground,” but since both of you are familiar with the process, you can use more detailed and intricate techniques to interact with them. As an example, you might have added a prospect to your list with just their first name and email address. When they make their first purchase, you can add more detailed info to their record; last name, address, birth date, and phone number. You might then go on to ask them for even more detailed information about themselves. If you’ve developed the relationship well enough, they should be happy to provide it.

Effective Tactics
Of course, the 8 Touchstones by themselves are nearly useless. You have to put together a plan of effective tactics that allow you to aid people in moving through all 8 Touchstones. We’ll be discussing those in much more detail soon!

Search Engine Optimisation

Step one is finding focus keywords/phrases for your business otherwise won’t rank for anything relevant to you and therefore this means you will be driving the wrong traffic to your website.

Step two is staying relevant in the search engine. Write content that is modern and interesting for users to read. Keep updated with the latest trends and find your business niche.

Step three is building links between websites. Create high Google page rank links via web directories, blogs or social media. Websites such as Yell, scoot and Yelp are great places to start.

Step four is putting all of your keywords on your website (but don’t spam). Google wants to see that your focus keyword is on your website, so it shows your relevance to this search phrase. Also remember to put your H Tags around these keywords as titles (h1, h2, h3… )

Step 5 is back linking. Add links to your focus keywords so that they link back to more relevant content you want to rank in the search. Create a blog on a topic such as ‘Search Engine Optimisation’ and then link back to landing pages that you want people to see more on your website.

Step 6 is adjusting the meta tag so that your descriptions relate to your page. A meta description shows a brief bit of text about that business. So if your page is about SEO, make sure that the searcher can clearly see what you page is about/ what it might include before they click on it.

Step 7 is optimising your social media pages so they flow correctly to your website. Keep your social media as relevant as your website, so that users can find and interest in both. Post relevant content everyday and this might even include some of your blogs.

Step 8 is continue building links. As we already know links are important, but it’s not just a one off thing, its good to do it every week or even a few every month. Why? because Google wants to see that your website is still growing and linking to relevant sources that your future customers may be interested in.

Thats about it for the basics of SEO. There are many more areas you can target, but if you are only starting off, theses are just a few things you can focus on for now.

Evaluating Marketing Profitability in Your Business

Evaluating your marketing profitability can be challenging – there seem so many unknowns and moving parts. One approach is performance management; used well it can strengthen your capacity for continuous improvement. The success of your marketing strategy hinges on how effectively and efficiently that strategy is implemented and controlled as well as than the strategy itself.

The four elements you need in place for evaluating your marketing profitability are objectives, metrics, analytics and actions, which are inextricably intertwined in evaluating the effectiveness and ROI of marketing activity. With each element in place, you are more able to take corrective action for areas of your marketing that aren’t working well.

For instance, you may wish to evaluate:

Design – how effective is your marketing funnel, what are your conversion rates, what is your lifetime customer value, as these determine how much money you can spend to turn a click into a customer.

Process – how well-controlled is your marketing activity in terms of regularly checking the ROI of time and spend on advertising / promotion.

With web analytics it’s easier than ever now to access robust data across your marketing process, tracking the customer journey from enquiry right through to high-ticket purchases.

At its simplest, marketing success is evaluated via Return on Investment (ROI), but using metrics such as cost per click and sales revenue won’t tell you how well the marketing design itself is working and how it could be improved; it only shows you the output against input.

Dive deeper and there’s a whole array of beautiful data at your fingertips. If you take the time with web, email and social media tracking and analytics, it can be very revealing. For instance, you can identify definitely:

  • What parts of your website visitors are most/least engaging with (hot
  • Which offers or opt-in forms and offers are generating the most leads
  • Where your conversions are good or where you’re losing people
  • How well your leads are engaging with you and your email messages.

Furthermore, embedding analytics tools such as GoogleAnalytics or Clicktale in your website means you’re able to evaluate your visitor behaviours and customer experience and start to see the story behind the clickthrough rates on your site.

This is critical for understanding where to focus your enhancement actions.

When you know where your best customers are coming from or going next, what they are responding to or engaging with most, you can optimise your marketing / remarketing and reduce your ad spend drastically.

“Every mouse move, hover, scroll, tap and pinch exposes structured behavioral patterns that determine customers’ digital body language.” _ Clicktale

But it’s not enough just to look at the number analytics to evaluate the effectiveness of your marketing strategy and to hazard a guess to which tactics will bring about the biggest enhancements.

Evaluating marketing profitability needs to be more holistic than this. It’s definitely worth spending some time and effort first to clarify your marketing objectives (awareness raising, lead generation, sales, customer satisfaction etc), and then to identify the metrics that best track those objectives.

This way you can focus on long term as well as short term outcomes. For example, lifetime customer value can be evaluated from two completely different viewpoints:

  1. Quantitative based on financial metrics from your ad spend vs sales analytics across the entire customer journey; and
  2. Qualitative based on reputational metrics derived from customer feedback.

5 Top Advantages of Promotional Tents for Events

Business Can Be Taken To Different Locations

Most companies conduct business and engage with potential customers by means of showrooms. However, the problem is, traditional showrooms are rigid and inflexible. If they want to let more people from other places know about their brand, it is best to rent or purchase a marquee tent, which is available at local event companies.

All they need to do is set up the pop up tent at trade shows, community fairs, markets or wherever their customer base is located. They will have their own space and use customized branding so consumers will remember their business.

Boost Engagement Using a Standout Display

Companies can network and engage with prospects at trade events. However, it can be hard to get the people’s attention when there are lots of other businesses around. Therefore, they need to do something to let their company stand above the rest of the crowd.

They can customize their event tents with colored walls of their choice and canopies. They can also print their branding in full-color text complete with graphics. High quality tents can draw more customers and provide them with an opportunity to market their brand and products.

When businesses participate in trade events on a regular basis, a marquee event tent can help a lot.

Tents are versatile and User-Friendly

A number of the biggest companies join extravagant traveling road shows that feature modified trucks and campers. This can be cost prohibitive for a lot of businesses. On the other hand, a tent can be a versatile and cost-efficient solution that offers most of the several advantages given by a motorized showroom.

Modern tents are not only safe; they are also easy to assemble using uncomplicated tools. Basic marquee tents can be assembled by only a few skilled team members, reducing costs in the long run.

Marquee Tents are Effective for Sponsorship

One of the effective ways to develop a brand is by engaging with a community. When a business entails some sort of sponsorship, it would be a great idea to rent a marquee tent for a single event or invest in a customized one to use for a long time. This can be used in community functions, sports events and local farmer’s markets, to name a few. When businesses are active in their community, using a tent with clear, visible branding can provide people with a shaded area during events.

They can optimize their marketing by means of creative brand exposure at sponsored events.

Promotional Tents Are Cost Effective

To minimize costs while keeping their business lean and agile, companies can rent or buy a commercial/event tent from their local event tent company. A marquee tent allows them to set up wherever they are, when they are hosting an event on their property or heading out on the road.

The features of versatile marquee tents include interchangeable canopies and walls, mounting solutions for decorations and lighting plus connecting structures that can create a bigger complex of tents for projects like trade shows.