Do billboards work? Absolutely. The fact is, we believe all advertising works, but some tools work better than others when used properly. Not everyone can make billboards work for their business. While they’re great for brand awareness and way finders, they are not good for conveying large volumes of information.

Here are the top 4 mistakes we see business owners make when they invest in billboards. 

1. Cluttered design

This is a VERY common mistake, and one that is very understandable. You have many things you want people to know about your business. Maybe you have the best prices, the best products, etc, but it’s important to understand while these are good things that people should know, throwing all that information on your billboard simply means that it’s going to be overlooked. Always remember to keep it simple and direct when it comes to billboard design.

Pro Tip: Try to keep it to 8 words or less. Include your brand/logo, a short message, and call to action.

2. Lack of contrast

Another very common mistake is not allowing enough contrast between the letters and the background. Without contrasting colors, the words will be practically invisible especially in the sunlight. The key to billboard design is to ensure that the message stands out and pops from the background image or color.

Pro Tip: If it doesn’t conflict with your brand, red and yellow are the most eye catching colors.

3. Poor placement

Billboard placement is a top priority when it comes to outdoor advertising. You’ve spent your money on getting the perfect design, but that design will be useless if no one can see it! Make sure that you place your billboard in a busy area without any obstructions that could potentially block it. Have trees overgrown the sign you’re buying? Is the sign lit at night? How many other signs are in the immediate area? What is the traffic count for the sign you are choosing? 

Pro Tip: A great way to compare different billboards is the cost per thousand. How much does your billboard cost divided by how many impressions it will make? It’s simple math that will help you find the best deals.

4. Choosing poor font styles

Think about the difference between various font styles. It’s clear that the more effective fonts are simply easier to read. Try to shy away from fancy or more complex fonts as much as possible. This will ensure that every word will be seen with clarity.

Pro Tip: After you’ve designed your board, zoom out on your view. Way out. If you can make the billboard tiny as if you were more than a mile away, and you can still read it, you’ve done well.

Billboards are one of the oldest forms of advertising and are still effective when used properly. For help designing and choosing the right billboards, call Branding Iron Management today. We’ll help take the hassle out of your marketing.

Nowadays, having great products, a quality website, active social media accounts, and dedicated employees isn’t enough to bring your business to new heights. You need a well-planned marketing strategy to attract new customers, keep the loyal ones, and boost your sales. Unfortunately, many businesses immediately jump into social media without much thought and preparation. Here are seven things brands often do to hurt their social presence — and how you can avoid these problems.

1. “Prioritizing” every social media platform

As a brand, you want to acquire as many customers, and make as many sales, as possible. However, this doesn’t mean that you have to be present on all social channels. On the contrary, you should focus your attention solely on the right ones for your brand and objectives.

Choose the platforms that your target audiences frequently use and that will help you achieve your business goals. These networks should be where you can compete for customers’ attention and what you can effectively manage.

For instance, while Twitter is one of the original leaders of the social media world, you might not sell much product there. In that case, why invest your time, money, and resources for little to no return? All you’re doing is spreading yourself too thin. It’s okay to not be everywhere.

When you try to prioritize everything, you end up prioritizing nothing. Being on only the most important platforms for your brand will allow you to maximize your investments and engage with your community through great content. 

2. Posting only about your products

Customers love brands that they can relate to and establish relationships with, not those that only post to sell products all the time. That’s why it’s essential to know your audiences well, understand their interests, be part of the community, and join in on conversations. Showcase such knowledge by having the right balance in your content mix.

Vary your posts between product-centric, limited-time promos, brand story and values, social causes, inspirational, and user-generated content. Make your captions relevant to your market, so they can easily connect and engage with you. Doing this will not only attract new customers, but will also help to retain the existing ones.

People love getting to talk about their thoughts, feelings, and opinions. So, you should be inviting them in to do just that. Additionally, this is an efficient way to learn more about your target audience and gain feedback and insight. Use this important information to improve your products, branding, and social media approach.

Take note: 24/7 hard-selling doesn’t work! Social networking is about just that — networking. Take the time to grow and nurture relationships with people who might care about your brand.

3. Having poor customer service

Customers want to feel heard, cared for, and appreciated. In today’s age of digital marketing and instant gratification, people want your brand’s assistance immediately, if not sooner.

As a brand, you don’t want people to take their negative sentiments to social media because you failed to listen and respond to them, and to do so fast enough. You also wouldn’t want to lose potential customers and sales because you ignored their questions. That’s why we must always strive to provide excellent customer service. 

Here are some ways to do so:

• Respond promptly to feedback and complaints.
• Show appreciation for positive reviews, shares, and high praise.
• Use appropriate language and tone in your replies.
• Avoid impersonal and insincere-sounding canned responses.
• Address negative situations by having the conversation in private.

We know this can feel like a lot of work. Managing comments, reviews, and private messages across multiple platforms is no easy task. We can help. Branding Iron Management can assist you in monitoring conversations, messages, comments, and mentions surrounding your brand, so you can punctually respond and engage with all your customers. It brings everything under the one roof. Simple.

4. Failing to implement email marketing

Forgetting to follow-up and follow through with customers is a big mistake many brands tend to make. If you’re not yet capturing email addresses and nurturing these online relationships via email automations, it’s best to start now.

Email marketing is a great way to remain in contact with your customers. Not only will this be a positive for customer service, but it’ll also help grow a loyal following.

5. Hard-selling

Customers become annoyed if brands sound too pushy or aggressive when promoting their products. That’s why your product descriptions should inspire people to make a purchase instead of blatantly trying to get their money.

Use words that depict what benefits and positive experiences shoppers will have when they use your products. Make sure they understand that they’re getting a great deal – talk about the items’ multiple uses while highlighting the savings they’re getting. More importantly, your descriptions should be easy to read and comprehend.

You should also take care not to only post about your products directly. Keep in mind that effective product copy convinces people to make a purchase by explaining the benefits and not by hard-selling. 

6. Not maximizing videos

We all know that video is still king; however, brands fail to take advantage of this opportunity to create captivating, engaging, and impactful content. Videos are a powerful way to capture people’s attention and to share inspiring background stories.They help increase sales, build brand awareness, and keep consumers up-to-date.

Short formats are effective in promoting interactive engagement and showing your business’s personal side. You don’t need fancy or expensive equipment to create powerful videos.

7. Disregarding metrics

Many brands assume that once their website is up and running, the hard work is done. In contrast, it’s only getting started. You still have to make sure there’s proper monitoring of metrics.

Customer preferences, social media trends, consumer habits, and purchase journey change rapidly. Thus, you have to pay attention to the numbers to stay ahead of the game. Keeping track of results helps you find ways to generate more leads, better connect with your audience, and improve user experience.

Tracking and analyzing your insights is the only way you can truly know if what you’re doing is working. For instance, if videos are getting far more clicks than static images, that tells you to concentrate more effort on video content. If long-form, text-based posts get higher engagement than shorter posts, go with the former more often than the latter.

Branding Iron Management offers complete social analytics, tracks key metrics, and optimizes data for best results.

The Key Takeaways for Brands Online

Having an effective marketing strategy is challenging. When done well and consistently, you can reap the rewards through increased reach and customer growth, better audience engagement, and higher sales and conversions. Finally, use the right tools and resources that will keep track of all the important numbers.

Branding Iron Management can help you do all of these things and so much more. As a powerful tool, we’ll help you handle your social media efficiently and productively. Ready for the next step? Contact us today!

As Warren Buffet puts it, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

There is no greater compliment than a referral for your business. Online reviews play a significant role in shaping your business in the digital marketplace. They can help you develop your brand, attract new leads, drive more revenue, and educate yourself on strategies to grow and improve your business. They truly are an important resource for your company, and they’re only becoming more important by the day. If you aren’t paying attention to online reviews it could cost you. There’s a certain degree of apathy that business owners & managers feel toward feedback from customers.

Fact: online reviews can attract new customers.

Reputation management is not a marketing tactic that you should ignore. We understand your fear of getting negative reviews, or even suspicion about their reliability, but ignoring them can cost you big dollars and send market share to your competition. Even worse, many business owners see online reviews as a waste of time. In reality, nothing could be further from the truth. All of these reasons or excuses are a recipe for disaster. Online reviews can quite literally make or break your online presence.

Here are the facts with their corresponding statistics that prove the value of online reviews.

1. Consumers refer to online reviews before making any purchasing decisions

Consumers use peer reviews to decide where, what, and when to buy. According to a study conducted by Spiegel Research Center, 95% of consumers read online reviews before making a purchasing decision on products and services. In fact, 30% of respondents from that survey reported that they read reviews before every single purchase they make.

Additionally, 72% of customers won’t take any sort of action when it comes to making a buying decision until they’ve read reviews online. Reviews are the digital equivalent of a word-of-mouth recommendation. Potential customers are going to listen to, and trust, current customers more than your brand. We’re inherently skeptical creatures and don’t simply take a brand’s word for it.

It’s clear, then, that a lack of online reviews will be a huge obstacle for your brand. It’s simple: collect more reviews, and your sales will go up.

2. Customers rely on reviews before making big purchases

The higher the price of the product, the greater importance is placed on customer reviews. This is because high-priced products such as personal gadgets, appliances, and even automobiles, are based on personal preference. The upfront investment is greater for the shopper, which means that the risk is too. Thus, they want to stack the odds in their favor as much as possible. That’s where online reviews come in.

So, if you’re selling something with a higher price point, then you’re going to want to take extra care here. Asking for online reviews from people after they’ve purchased from you and have had time to use the product/service will be crucial to your success.

3. Reviews increase confidence in your brand for prospective customers

A study conducted by Brightlocal’s annual Consumer Review Survey found that 87% of American-based consumers need a business to have an average rating of three to five stars to use it. Interestingly, only 11% looked for businesses with a perfect five-star rating. Excellent ratings, in reality, lead to consumer skepticism. Having a perfect, or near-perfect, score makes consumers suspicious and gives them the impression that reviews are too good to be true. An average rating of 4.5 to five stars is actually more appealing to customers.

 

4. Negative reviews can be a good thing

Though negative reviews are inevitable, they can actually work in your favor. Negative reviews can increase conversions by up to 85%, and more than two-thirds of customers trust businesses more when they see a mix of good and bad reviews. This is good news for your business! A few bad reviews won’t derail your average score as long as you have a steady stream of mostly positive reviews.

We really mean it when we say that negative reviews happen to everyone. It will never be possible to please everyone. The most popular brands and products in the world have people who hate them. So, don’t lose sleep over people who have not-so-flattering opinions of your brand, as long as these reviews are the exception — not the rule.

5. Higher review quantity affects credibility

Besides the overall star rating, the number of online reviews is also a powerful factor that customers consider when evaluating a business. How many reviews are enough? An average of 112 reviews would make consumers trust a business.

This indicates that as consumers prefer businesses with a higher volume of reviews, business owners should actively and consistently encourage your customers to share their experience about your business. The more reviews your business has, the more credible you appear to consumers. You can easily ask for reviews by hanging a sign in your store (if you have a brick and mortar). You should also be asking for reviews via email and social media outlets. Facebook, Yelp, and Google My Business are all important places to collect reviews.

6. Online reviews can drive more sales

Reviews do more than build trust. They can make or break your business growth. Statistics published by Reevoo found that 50 or more reviews per product can mean a 4.6% increase in conversion rates. With more favorable reviews, customers are more likely to come back and will prefer you over your competitors. Furthermore, a study published by the Harvard Business Review showed that simply achieving a one-star increase in your overall online review rating can increase revenue by up to 9%. A closer look at this study reveals that reviews result in an increase in sales and overall business growth.

Think one more review won’t make a difference? Think again!

7. Reviews create customer engagement

Engagement is not a one-way street. Businesses overlook a major opportunity when they do not engage with customers to leave reviews. According to the report, 77% of consumers agreed to leave an online review if given the chance. Businesses need to look for ways to make it as easy as possible to encourage customer reviews. In order to collect reviews, you can share customer experiences via social media, have a feedback button on your website, reviews through loyalty programs, or send an email request after their purchase.

It’s also possible to use reviews to rectify poor customer experience. By simply responding to a negative review, you can restore your customer’s trust and improve customer experience. By doing that, 30% of consumers become optimistic about a brand. This is also an opportunity to possibly learn something about your brand, product, or service. When people leave negative feedback, LISTEN! This information is as insightful and informative as positive feedback, if not more. Use it to improve your brand.

One caveat, never, ever get into a public argument with an upset customer. Your only efforts should be to try to take the issue offline and find a resolution.

8. Reviews build your reputation and expand your customer base

Creating and maintaining a good reputation isn’t an overnight achievement. 95% of customers are more likely to share their bad experiences with peers. This is why it’s critical that you reach out to disgruntled customers and address the situation right away. Sometimes, all it takes is offering a quick apology to turn an unhappy customer into a loyal one.

Ultimately, a good brand reputation leads to referrals. To accomplish this, you need to amplify the voice of customers and build a culture where reviews are considered valuable.

It’s clear to see why getting more online reviews should be one facet of your digital marketing strategy.

Make managing your social media posts easier than ever with the help of Branding Iron Management. We bring all of your platforms — and their inboxes — under one roof. Find more efficient, streamlined ways to listen to and engage with your target audience. Call us today to see how much more productive your social media marketing efforts can be.

I get it. You think email marketing is got left behind in the 90’s, but there are still advantages that you might have overlooked.

Re-engage old contacts 

Your database is full of people that have trusted your business once. Why wouldn’t they choose you again? If you truly have a great product, you should be able to revisit your old clients for a chance to grow incremental business.

Guaranteed delivery

Emails are far more likely to reach their predetermined destinations than social media or traditional advertising. An estimated 22% of emails get blocked, or sent to spam folders, according to research by email analyst, Return Path. Regardless, 78% is a fantastic delivery rate that other forms of marketing can’t match.

Brand recognition 

Brand awareness happens even when the potential client doesn’t open, or read, the email. When they do, you have established a relationship which has real, tangible value. People buy from brands that they recognize, so keeping your brand at the forefront of their minds is paramount.

Measurable return

The cost of an email campaign is negligible compared to the return. Impressions are great, but knowing someone saw your email, opened it, and clicked through to your website translates to leads.

Long-term relationships

Not everyone who signs up for your emails will be ready to make purchases, and that’s fine. Email marketing can help you build a relationship with your leads that convert into sales down the road. Sometimes, weeks or months may pass before someone responds to an email with an online purchase or a phone call. In the meantime, you can continue to build your relationship with your audience by presenting them with compelling and helpful email content.

Email marketing is anything but obsolete.

While it may never be the focal point of online marketing, email offers a direct conduit between you and your customers through which you can boost your brand and your sales. It’s a different dynamic than social media with an undeniably immense reach. For those reasons, email marketing is still incredibly valuable.

And like that old rusty hammer in the toolbox, email marketing will have its purpose for years to come.

Want more help with email marketing? Call Branding Iron Management today.

When I talk to people about Pay Per Click (PPC), I get three reactions:

Who-sa-What is it? 

People just don’t know about it. This is causing businesses to lose revenue DAILY to their competition.

PPC stands for pay-per-click, internet marketing in which advertisers pay a fee each time one of their ads is clicked on. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches a keyword that is related to their business offering.

You can measure everything, but most importantly, how many leads are generated and cost per lead. This allows you to decide, in Superman style speed, if this type of marketing is right for you. Let’s say your average sale is $200. What is a fair price for you to spend earning a new customer? For argument’s sake, let’s say $30 is a fair cost for every new person that walks through your door. As a business owner, that’s easy math. I’ll spend $30 all day long to make a $200 sale. That’s PPC.

Tried it, and it didn’t work for me 

Let’s say you just purchased a new car. You drive it for a few days, and love it, but one day you get in and it won’t start. You immediately call the dealer to take it back. When the dealer takes a look at your car, he discovers the reason it wouldn’t start: it had run out of gas. It wasn’t the car, it was you.

If you just throw together a quick PPC campaign, fire it up, and let it run by itself, it will likely fail. Just like your car, your PPC campaign needs regular maintenance. There has to be someone regularly monitoring, adjusting, and maintaining PPC campaigns in order for them to work properly.

PPC campaigns usually fail for one of 3 reasons: careless setup, not enough time to manage it properly, or (most frequently) set it & forget it. Like all things worthwhile, it takes time and effort to maintain.

Doing it, and it works 

Here’s where the prove it comes in. 

To use a fishing analogy, you get what you bait for. If you bait for catfish, you catch catfish. If you bait for bass, you catch bass. What’s great about PPC is we can dial it in to target ONLY the customers you want to reach. You want dog owners that like to travel and eat BBQ, or moms who live less than 5 miles from your store, that drive a minivan, have kids and like Disney? PPC has them. It’s that precise. PPC can target your client, and only your client, so there’s no waste in your advertising investment. This gets your cost per lead down, which translates to a more efficient advertising campaign. Branding Iron can target the exact clients that make your business profitable, with very little waste.  

Using this tool, clients’ lead generation increase by adding PPC where it wasn’t being used before. We can conquer your competition by targeting their key business. We can command a sector of your business where your offering is stronger. We can take a larger market share by making sure you aren’t missing search volume. 

To do that you have to get started. Call Branding Iron Management today to learn more. 

One of the most frequently asked questions I encounter is:
How much does it cost to advertise?

The short version, it’s different for every business. That’s why you need a custom solution, and a professional to help make it happen.

Now, let’s answer the question directly. We can tell you EXACTLY what it costs to earn one new client using the tools that really work. Once you know what it costs to earn one client, you can make an intelligent decision about setting your budget to be in order to reach your goals. 

Here’s an example:

Let’s say a local handyman, Bob, earns an average of $375 per service call. When Bob can earn one new client by investing $50 in advertising, that’s a win. Now, we find the balance between Bob’s available budget, and the total number of service calls he can make before his quality of service drops. That’s the sweet spot. If Bob wants to add ten new service calls per week at $50 per new client, we need to set his budget at $500 per week. When he grows his business by 10 new service calls, he just increased his net revenue by $3750 per week. That’s a BIG win for Bob.

If you are selling big ticket items, such as swimming pools or services that cost more, it may cost you more to earn one client. If you are selling tacos for $3, you need each new opportunity to cost you less.

Advertising is not rocket science, but it does require continuous effort to deliver results.

Ask yourself these three questions:
What is one new client worth to me?
What am I willing to invest to get one new client?
How many new clients can my business acquire before quality suffers?

Now, you have the beginnings of a budget. If you don’t know the answers to those questions, you could be wasting your advertising budget on media that is less effective. Branding Iron Management can help you define both your cost of acquisition for a new client, and set reasonable expectations for goals you can actually achieve within your ad budget.

Thought to take with you: Facebook estimated that 2.2 billion people use Facebook, WhatsApp, Instagram, or Messenger each day. If you are not taking advantage of social media marketing, you are letting potential business slip through your fingers that you could take to the bank.

1. Users who are 65 years and older are the fastest-growing group on Facebook
2. Fewer teens are using Facebook now than in previous years
3. 74% of Facebook users are high-income earners and even surpasses LinkedIn, which reaches just 49% of users making more than $75,000
4. 88% of Facebook users are on the platform to stay in contact with friends and family
5. Highest traffic occurs mid-day Wednesday and Thursday, so the best time to post on social media platforms is between 11 a.m. and 2 p.m
6. This year, the average daily time on Facebook is predicted to remain flat at 1 hour 15 minutes each day, globally. Americans consume at a higher rate, bringing the national average to almost 4 hours
7. 94% of Facebook Ad revenue is from mobile, while only 6% is desktop related
8. The average price for Facebook Ads decreased 6% in 2019. This is mainly due to the increase in available ad inventory because people spend more time online than ever before
9. The average cost per click for a Facebook Ad is $1.72 according to a study by Wordstream
10. Mobile-friendly graphics generate higher engagement
11. Users watch 85% of Facebook videos without sound, making it extremely important to focus on eye-catching imagery
12. Square Facebook videos get 35% more views than landscape videos

A major theme this year is the continued growth of Facebook Ads and the emphasis of video graphics on the platform. Knowing Facebook statistics and trends can help you modify your marketing strategy so that you can increase engagement, reach your audience, and meet your goals.

How will these statistics shape your 2020 Facebook marketing strategy? Let us help you grow your business with a strategic social media plan.