Check us out in this week’s SDBJ!
Marketing Over Coffee is one of my favorite marketing podcasts. This is a great interview with Rev Ciancio. If you are a restaurant with one or more locations, you should listen to this one.
by Reb Risty, Head REBL
Marketing is one of the most critical elements of your company. Without quality marketing material, potential customers can’t find you. Not only that, customers often require multiple points of contact before they’re willing to choose your company, which means that they may not be content with one or two advertisements. Are you still struggling to handle your marketing in-house? Are you starting to feel as though other companies are just doing it better and that, as a result, your company is struggling within your industry? Consider these key reasons to outsource your marketing in 2019.
1. You’ll Save Money with an Outsourced Marketing Team
If you have an in-house marketing team, you have to pay their salaries and their benefits. When they take sick days, you still have to pay the same rate. You have to pay for their materials, an increase in office space so that there’s enough room for them, and for any hardware and software they need to accomplish their tasks. Those costs add up fast!
When you outsource, on the other hand, you’ll get access to a qualified team of marketing professionals who are dedicated to your company at a much lower cost. You can use that saved money on other costs of business or buy more marketing than you could before, which means you’re likely to see an increased return on your investment.
2. You’ll Get More Experienced Marketing Professionals
You might be attempting to handle your marketing yourself or you’ve considered keeping an in-house team. When you outsource your marketing, you’ll get a larger pool of experienced marketing professionals who have more experience in a wide range of industries. Outsourcing your marketing means you get access to a company that is focused solely on marketing. The marketing company knows the latest changes to Google’s algorithm and how to make the most of every social media ad. They pay attention to how each industry takes in content and what types of content are most likely to go viral. When you choose to hire that company, you get access to all of that experience without having to hire your own oversized team of marketing professionals.
3. Outsourced Marketing is Easy to Scale
Maybe your company has recently experienced more success than you expected, so you need to increase your marketing efforts—or, conversely, maybe you’re struggling through a tough period, and you need to cut your marketing budget. When you work with an outsourced marketing company, it’s easier to scale your marketing efforts. Just call in and change your plans, and you can shift your marketing budget according to the needs of your entire business.
4. Your Marketing Will Become More Consistent
When you don’t have an experienced marketing leader on your team, your branding and messaging can be confusing. They may lack consistency simply because you don’t have someone dedicated to managing your branding and messaging–and that can lead to confused customers. When you outsource your marketing, on the other hand, you have a group dedicated to maintaining consistency across your brand.
5. You Can Focus on Other Tasks
Small business owners are forced to take on many specialty tasks without any guidance. They may struggle to balance all of the responsibilities on their plate; including marketing, finance, and the details of running the business. When you outsource your marketing, on the other hand, you can focus on the other important elements of your business. Your time is too valuable, and you will probably find that outsourcing your marketing frees you to pay more attention to things that only you can do.
6. Your Outsourced Marketing Company Has a Focus on High Quality
When you outsource your marketing, you don’t just get a team of expert marketers. You get a highly motivated team that is dedicated to offering you, the customer, the results you’re looking for in your marketing. Each outsourced marketing company knows that if they don’t deliver on the results you want, they can be replaced. As a result, they’ll often deliver a higher quality than an in-house team. Not only that, your outsourced marketing agency has access to the latest technology and tools, and it will use them on your behalf without increasing your marketing budget.
7. You’ll Get Fresh Perspective on Your Issues
Have you been struggling to take care of everyday marketing in-house? Whether you’re struggling to handle your social media or fighting to increase your search ranking, you may need a fresh set of eyes to take a look at your marketing. Not only can a fresh set of eyes help identify problems from a new perspective, your outsourced agency will be able to provide an unbiased look at potential complications. As a result, you will often be able to overcome potential challenges more efficiently.
8. Outsourcing May Bring Your Departments Together
Interdepartmental communication is one of the biggest challenges for small and medium-sized businesses. You may struggle to bring team members together outside their specific departments. When you choose to outsource your marketing, however, those departments will come together to collaborate. This can improve communication, make it easier fir your departments to understand one another, and help you get all the members of your team together on the same page.
9. You’ll Get Started Faster
Do you have a new marketing plan to implement? Are you attempting to grow your business? When you choose to outsource your marketing, you’ll get to work with a dedicated team that already has the experience and training they need. While they’ll need unique input from you, they’ll be able to quickly get started on your latest marketing campaign: no onboarding, no training, and no need to carefully vet new members of the team. All of those tasks will be taken care of for you by the outsourced marketing agency–and that means you’ll get faster results from your latest marketing campaign.
If you’re ready to get a better return on your marketing investment, contact us. Our dedicated team of marketing professionals is ready to bring our extensive experience to the table as we help you with marketing your business.
I want to share with you this 11 Step Blogging Guide. I’ve been following the HubSpot Blogging strategy for a couple of years. It does work. Of course, I skip steps, but I try not to. Enjoy!
11 Step Blogging Guide
This 11 Step Blogging Guide will help you write relevant, compelling articles that your target market will find and enjoy reading. It will guide you through the process of optimizing your blog articles, so you’ll turn more visitors into leads, and create reasons for visitors to share your articles. Be sure you don’t skip a step, or you could leave something out of your article that’s critical to its success.
Goal of blogging: Get found by relevant people looking for related information, so you can build credibility and trust with your website visitors and convert them into leads.
Step 1: Complete the Blogging Worksheet
This worksheet needs to be the foundation of all your blogging efforts. Make sure you’re writing about relevant topics your audience will find interesting and useful.
Step 2: Write a Blog Article
Select one of the five articles you brainstormed in step 1 and write an article. The article should be between 200 and 400 words. When writing your article, your only concern should be the content in the article. Don’t get distracted by adding keywords, links, images, calls to action or anything else marketing-related. Only focus on writing content that your audience will find interesting.
Step 3: Add an Image
Now that the article is written, you should add a relevant image that will grab the attention of visitors and make them want to read the article. Make sure you name the image to the keyword you’re targeting in step 1. You also need to make sure the image’s alt text matches that same keyword.
You can use images from Creative Commons or other sources, but be sure to reference any image you use and provide a link back to the original source.
Step 4: Create Keyword-Rich Anchor Text Links
You need to have 1 or 2 links in your article that link to pages on your site. You should also have 1 or 2 links that link to external sites. When creating links, you want to make sure the text you’re using as the hyperlink is related to the page’s content that you’re linking to. For example, if you’re linking to a page about outsourcing your data center services, the links anchor text needs to be something like “There are 5 primary reasons why you should outsource your data center services.“
Step 5: Add a Call to Action
Every blog post you write should have some type of call to action at the end of the article. Ideally, the call to action is related to the article’s topic, but it doesn’t necessarily need to be related. Promote your current offers at the bottom of each blog post, and your blog will slowly turn into a lead generation machine and become a tangible asset for your business.
Step 6: Create Key Takeaways for Each Article
You should have 1 to 5 key takeaways at the end of your article. These takeaways will help the reader clearly understand what they learned or what action they should take. These takeaways can stimulate comments and questions for your article.
Step 7: Create Whitespace
When you blog, whitespace is your friend. You should not write long paragraphs that form into blocks of text. If you do, it will deter the reader form reading because of how dense the information appears. Most people skim blogs and are only trying to find information related to what they’re looking for. The more whitespace you have, the easier it will be for someone to quickly scan the article.
Step 8: Bold Important and Compelling Text
Bolding important and compelling text will help readers quickly understand what the post is about and interpret the “what’s in it for me” question. The search engines place more emphasis on text that’s bolded, so bolding those target long-tail keywords can help you rank higher for those terms.
Step 9: Write a Strong Meta Description
The article needs to have a strong meta description, so when your blog post appears in a search results page, people can see the compelling reason on why they should click on your article’s link. Think of the meta description as 150 word call to action.
Step 10: Tag the Article
Make it very easy for someone to find what they’re looking for on your blog. Therefore you need to tag each article with no more than three tags. The tags you choose should be broader than long-tail keywords, as you are summarizing the topic of the blog post.
Step 11: The Two Golden Rules of Frequency
Blog at least once per week and never publish two articles on the same day.
If you publish two articles on the same day two things happen. One is the search engines will most likely crawl your site that day, but not come back until you have new content. The second is to appease your blog readers. Everyone is busy and unless you have a very large subscriber base, the chance that someone has the time or interest to read two of your articles on the same day are slim to none.