Marketing Strategy
Stop cold-calling and start nurturing
By Chris Ramaglia, EVP Rather than cold-calling unqualified leads, marketing automation software takes a much more thoughtful approach. Based on collected data, it determines where each prospect sits in the sales funnel and markets to them accordingly. When a user clicks on one specific service, we continue to send them strategic communication for that service,…
Read MoreGoogle to Companies: No Mobile Site, No Top Rankings
Smartphones and tablets are quickly becoming the new standard for Web browsing. We’ve gone from hoping that a website will display well on our mobile devices to expecting it. And, now, so does Google. The search engine giant has updated its algorithm to detect whether websites are mobile-friendly and penalize those that aren’t. Sites that…
Read MoreTaking aim at ‘retargeting’
The BroadBased team invests significant time keeping up with the latest trends in marketing. We might not recommend every new technique or technology immediately, but we’re constantly alert for the moment when they can add value for one or more of our clients. A few tactics that come to mind include social media, e-blasts, apps…
Read More2012: Businesses Plan for Marketing Success
To help us allocate staff and resources in anticipation of future client needs, we identify shifts in marketing trends by monitoring client budget allocations from year to year. For 2009, we saw a rise in print design, 2010 brought significant interest in custom app design, and 2011 was definitely the year of social media. Now,…
Read MoreFocus Groups Can Provide a Strategy Edge
How can we get people to buy our product or service? What are the strengths and weaknesses of our product or service compared to our competitors? Could our marketing materials be more effective in message or design? What is the perception of our business in the community? What are ex-customers saying about us? These are…
Read MoreHow Do You Calculate ROI?
Perhaps a better question is do you calculate the return on your investment in marketing initiatives? If so, which method do you use? Below, we offer a variety of formulas commonly used in the marketing industry. Each of the three formulas begins with the gross profit or customer lifetime value of the initiative. From that…
Read MoreStart Planning for 2012 Marketing Spending
A clear and cohesive plan will let you make the most of all marketing opportunities. Yes, we said it: 2012. This year is more than half over, and as we find ourselves speeding toward Labor Day we are already working with many clients to budget for marketing activities well into next year. Maybe you have…
Read MoreBroadBased in the News
Jan Korb , BroadBased’s CEO, was one of four panelists for the Jacksonville chapter of the American Marketing Association’s (JAMA) August event: The Role of Design in Marketing. Also featured on the panel were Jeff Spear of Studio Spear, Al Emerick of Hospital Physician Partners and Caron Streibich of OptaComp. For more information about JAMA…
Read MoreA Respectable Marketing Response
You say your most recent direct mail effort resulted in a 1.25% response rate? And the click-through rate of your most recent Adwords ad was the same? Depending on your industry and audience, those numbers could be ample reason to toot your horn to the brass. Below, we present a compilation of common marketing response…
Read MoreHow to Set a Marketing Budget
A frequent question we field from small and medium-size businesses is how much they should spend on marketing. This can be a tough question for seasoned businesses, and even tougher for startups. While there’s no one-size-fits-all formula for calculating how much you should spend, we can offer some guidelines. The Service Corps of Retired Executives…
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