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Tradeshow CRM Event Management ©Adriano Castelli

Walking through any industry tradeshow guarantees an exclusive peek into the extravagant world of event marketing. From business people in suits swirling cotton candy cones for eager participants to executives enticing a crowd of curious onlookers with money-filled lucky lottery machines, everyone is clamoring for an audience to network with, sell products to, and exchange knowledge. With so many attention-grabbing gimmicks in place, generating leads should be easy, right? On the contrary, having a robust customer relationship management (CRM) system is the only way to ensure your attendance at a tradeshow is worth it.

In 2024, these large-scale exhibition events are still popular for businesses to showcase their products and services and connect with other industry professionals. Fifty-six percent of 2023 trade show exhibitors were confident they could achieve better results by attending a tradeshow versus opting out, making these shows a valuable part of many companies’ marketing strategies.

Rearview Advertising Tradeshow Display

How should you set your goals and key performance indicators before a trade show?

Before attending a trade show, figure out your company’s goals. Is increasing awareness about your brand a top priority? Or is generating as many leads as possible and closing sales more important? Maybe the main objective is adding contact information to your phone and building relationships with your fellow professionals. Whatever you have in mind, write it down and get organized.

Afterward, think about your key performance indicators and what it means to complete each goal. For example, you might want to get a certain number of email addresses subscribed to your company’s newsletter or make at least three connections with top-rated vendors. Figure out what you must do at the tradeshow to achieve the goals you set and make it happen!

Rearview-Advertising-Tradeshow-Table-Display

What is the best way to manage information collected at a trade show?

Picture this: you’re wrapping up an exciting first day at one of the most popular tradeshows in the country. With 3,000+ confirmed attendees, you know you’ve spoken with a few hundred people and made meaningful connections with at least 35 individuals. You pull out a handful of stuck together Post-It® Notes from your briefcase. As you riffle through the scribbled names and try to decipher if that 2 is really a 7, you realize you forgot which Bill had a tropical fish tank and which Anna offered to create a radio jingle for your company at a discounted price.

This situation may be fictitious, but it’s a reality for many professionals who attend tradeshows without a dedicated CRM in place. A CRM easily pays for itself (and many are free) by tracking the number of visitors, contacts, leads, conversions, sales, feedback, or referrals you receive. A defined strategy and criteria will help you focus your efforts and better evaluate your performance. To ensure you’re making the most out of your tradeshow experience, follow these best tips for managing tradeshow CRM:

Follow up promptly and personally

Adding a lead to your email newsletter is the most recommended method for staying in contact after a tradeshow. Considering almost half of all exhibitors follow up their leads, with as many as 80% using emails to contact them, this is the ideal follow-up method. To set your business apart, send a more personalized email to ensure the lead opens it and remembers your business. It is also helpful to designate a lead captain(s). Doing so puts the responsibility on an individual or a team of people and assigns accountability for the successes and the bottlenecks. This will also help with planning for the future and analyzing your approach. For example, if there are too many dead leads, your qualification process may need to be updated.

Analyze and optimize data from the CRM

Along with organizing the contacts you receive in a CRM, it’s crucial to analyze the information you collect from your trade show interactions. The CRM system will enter the contact details of your leads, helping you to segment them based on their interests, needs, and wants. Then, assign them to different follow-up actions like a phone call or an in-person meeting.

Continue to nurture new connections

13,000 trade shows occur annually in the United States, with approximately 11.5 million attendees. Those numbers might look great, but that means thousands of companies are competing for the same attendee’s attention. Don’t just send one follow-up email from the show or a thank you note that gives no helpful information. Keep in touch without spamming the lead with messages that prompt them to connect in different ways. An email newsletter might not be their preferred method of contact, but a social media follow could be a great way for someone to stay interested in your products and services. Be creative and proactive with the ways you nurture new connections this year. Above all, be useful to your contacts and provide them with information they can take action on, interact with, or even forward to their own business networks. A CRM makes this so much easier with real metrics you can use to determine engagement, fatigue, or gaining interest in the information and opportunities you provide.

Rearview-Tradeshow-Booth-Display

Have a Productive and Profitable Tradeshow Season!

Managing tradeshow CRM can be seamless and rewarding this year. If you use these helpful tips to get organized before attending the event, you’re more likely to reap the benefits of your efforts. At Rearview Advertising, we know it’s easy to get lost in the shuffle, and your display needs to be noticeable. We work with you to create a custom tradeshow display, including tradeshow tables, booths, and banner designs that portray your unique brand while reeling in new customers. Contact us for more information on how we can help your business stand out!

Like a tree falling in the woods, if your organization schedules an event, but no one shows up, did it even happen? Don’t let your trade shows, grand openings, and open houses flop in 2024. With our event marketing tips, you’ll have a VIP bouncer at the entrance of your events in no time. Let’s take a closer look at some of Rearview Advertising’s do’s and don’ts for advertising for an event so your organization can effectively attract, engage, and excite your target audience.

Online Registration for an Event ©A3pfamily

Do: Make it Easy to Register and Access the Event Online

Many have experienced registering for an exclusive event becoming an Olympic sport. Broken links, out-of-date web pages, and mysterious digital firewalls can make anyone exhausted from jumping through digital hurdles and just give up on attending. Do your guests a favor and make your registration process easy. Use the same hyperlinks across all marketing platforms and double-check online access to virtual channels. Shorten any forms attendees must complete and only include the most pertinent information to lower your form abandonment rate. A seamless process will help plan catering, the number of handouts, the size of the venue, and other information so you adequately prepare for the people in attendance.

Don’t: Overwhelm Your Attendees With Ads

Too much of anything isn’t healthy, including spamming your attendees with promotional materials. You’ll have time to authentically engage with your audience at the event, so save the additional information for the follow-up email. Only send what’s relevant and event-related leading up to the big day.

video advertising for an online event ©paulaphoto

Do: Use Video Advertising Across Digital Platforms

Since the first television commercial aired in 1941, videos have taken over the entertainment industry. Lucky for your business, “…where there is content, there are advertisements” (Forbes). In 2022, online video ad spend reached $75 billion, with an expected increase of 120 billion by 2024. This data proves companies are still investing copious amounts of money in these ads, and yours should, too! Because of popular social media platforms that favor videos, such as YouTube, Facebook, and TikTok, more people respond to short-form video ads. This year, incorporating video advertising for your businesses is essential to stay competitive in the saturated ad market and continue to entice your target audience.

Don’t: Only Use Traditional Advertising

There are a few options when creating a video ad. Your company can produce a scripted video and roll it into a thriving seasonal campaign, make another video that’s more candid to communicate authenticity and support the brand voice, or use a positive testimonial from a paying customer. Take the Stanley® company, for example. A viral video of a woman’s Stanley® tumbler surviving a car fire in 2023 boosted the company’s sales, increasing their annual revenue from $70 million just 4 years prior to more than $750 million in 2023. The company compounded on the cup craze and began offering limited-edition colors and more collaborations with larger companies like Starbucks™ and Target™, ultimately leading to people camping outside Target for a Stanley® cup on release day.

Your business may be unable to replicate a fire-proof video of your product to compound sales. However, consider how you can follow this example by including more video advertisements in your marketing campaigns across all digital platforms. This addition may just create the event of the season.

Event Marketing Social Engagement ©Studio Romantic

Don’t: Stop Engaging with Attendees After the Event

Post-event engagement is when you can support attendees and encourage them to take the desired action, whether that means becoming a repeat customer, signing up for an email newsletter, or helping your company with influencer marketing efforts. Don’t let the event be the last time you contact potential customers. The key is to stay ‘top of mind’ and active.

Do: Follow Up Using Social Engagement Marketing

Use the email addresses you received from the event registration to send information about upcoming events, promotions, and sale opportunities. You should also give attendees a survey to gauge if the event was well received, analyze pain points, and plan for the future. An SEO-friendly blog summarizing the event is another effective way to keep your audience captivated, bring new customers to the website, and maximize social media engagement.

Tradeshow Service from Rearview Advertising

Upgrade Your Marketing This Year With Rearview Advertising!

Make your event a success this year. The first step? Contact Rearview Advertising for your marketing needs! Our full-service digital marketing agency can help your business grow with paid advertisements, email marketing, SEO blog content, social media management, videography, and more! We offer trade show support from space planning to design and production of materials so you can outshine the competition at your events this year. Let us help you get started with your next project!

As we usher in a new year, it’s the perfect time for companies to reassess their strategies and set the stage for success. Whether you’re a startup or have been in business for decades, adopting a proactive approach can make a significant difference in 2024. Kickstart the year strong with three things you should do for your business!

Get Back to Basics: Set SMART Goals in 2024

SMART goal setting ©marekuliasz
The cornerstone of any successful business plan is clear and strategic goal-setting. Begin the year by reevaluating your long-term objectives and break them down into actionable steps. Consider incorporating SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—to provide a framework for success. Setting realistic targets empowers your team to stay focused and motivated for the year ahead.

Additionally, leverage key performance indicators (KPIs) to measure progress and identify areas for improvement. Schedule team and company-wide quarterly meetings to revisit and adjust goals as needed. These meetings are excellent times to troubleshoot any issues anyone is having, strategize on solutions, and keep communication lines open between management and employees. As the year continues, encourage your teams to stay adaptable so the company doesn’t get locked into disruptive or unproductive patterns.

Put Your Money Where the Marketing Is: Invest in Strategic Advertising

As the digital marketplace evolves, businesses embracing this transformation will come out on top. In 2024, the company with the best marketing strategy, connection to clients, and ease of accessibility will be in better shape to succeed! To ensure your place in the winner’s circle, strengthen your company’s online presence by optimizing website SEO and leveraging social media and email marketing as a tool for engagement. This is an excellent opportunity to invest in digital marketing strategies with an advertising agency with the experience and knowledge to propel your business forward.

Optimize
Conduct a comprehensive website audit to ensure it is user-friendly, mobile-responsive, and optimized for search engines. Doing this will make your website more accessible when someone searches online using a keyword/keyphrase that matches your products and services.

Leverage
Utilize social media platforms (like Instagram, Facebook, and LinkedIn) to build brand loyalty. A great way to do this is to host a product giveaway in exchange for user engagement – likes, comments, and shares. This can popularize a promotion and promote commitment to your brand since you believe in giving back to loyal customers. This article discusses more ways to amp up your social media presence.

An email campaign can help your business engage with your audience about policy changes, rebranding, and other high-level efforts to expand. Learn more about analyzing email marketing strategy and other KPIs from our blog.

Invest
Explore paid advertising options like Google Ads or Meta Ads to increase visibility and attract new customers. Read more from Rearview about the best ads for your business. Investing in strategic advertising with us will expand your business’s reach and allow you to gather valuable data to make informed business decisions and remain competitive in the marketplace. Contact us for more information about our services in 2024!

Prioritize Employee Development and Retention

Company-wide goals meeting 2024 ©Rawpixel.com
Employees are the heartbeat of your business, and investing in their development pays for itself in the long run. Start the year by assessing your team’s skills and knowledge gaps. Get up to speed on new and existing projects and ensure everyone can handle their task load for the next few weeks or months. Offer training sessions, internal workshops, and opportunities for professional development to help with employee retention.

This year make success about more than the bottom line. When you invest in your team, they will, in turn, invest back into the business. Foster a culture of collaboration and open communication, and reward outstanding contributions. These actions will create a positive work culture that boosts morale and stabilizes your teams.

Final Takeaways

Hit the ground running in the new year with these three key initiatives that position your business for success and foster a culture of continuous improvement. As you navigate the challenges and opportunities in 2024, remember that the key to sustainable growth lies in proactive planning, investment in strategy, and training your teams to succeed. Reach out to Rearview Advertising this year for creative digital marketing services!

Black Friday Shopping©NDAB Creativity

Despite the economic uncertainty felt around the country from inflation, student loan payments, and the Federal Reserve’s attempts at reestablishing normalcy, Black Friday shopping is still one of the year’s biggest marketing weekends. Many companies rely on Black Friday shoppers to put them ‘in the black’ for the year, ensuring they’ve reached their bottom line. However, it can be difficult for some marketers to make waves in a sea of ‘90% off promotions’ and ‘free gift included with purchase deals’ flooding our inboxes. If you want your business to stand out this year with a marketing campaign that beats your competitors, check out these tips to make the final sales push in Q4 a success.

Black Friday Marketing Promotions©Kenishirotie

Black Friday – Oh, How We Missed You

These days, many people question whether Black Friday madness is a thing of the past. Waiting in mile-long lines outside department stores, gawking at the dedicated few who camped out overnight in tents, and running (or fighting) through the front doors to grab the incredible end-of-year deals were Black Friday traditions for decades. According to analysts, thinly veiled disinterest fueled by high inflation, an ever-growing shopping window, and holiday fatigue continue to weigh on consumers post-pandemic. Jie Zhang, a professor of marketing at the University of Maryland, reflected on the changes, “We are in unique economic situations — inflation has been at a 40-year high, and a lot of families’ budgets are being squeezed from all fronts…there isn’t as much enthusiasm to open up wallets coming into this holiday shopping season.”

Nevertheless, despite the day’s supposed dwindling relevance, Black Friday has morphed into a months-long sale pitch where merchants of all sizes aim to come out on top. Now more than ever, businesses must be prepared with eye-catching displays, authentic cost-saving deals, and incredible marketing initiatives to stand a chance against the competition and the growing sentiment that says Black Friday shopping isn’t what it once was. Cyber Monday and Small Business Saturday have since been added as extra days for businesses to make sales during a weekend that still remains distinctly unique from other seasonal promotions.

Small Business Saturday Takes Center Stage

Beyond being a big sales weekend, it’s also a huge marketing/advertising weekend. From promotions and deals to customer acquisition and lead generation, the content you plan for this weekend can make or break your Q1 sales for the upcoming year. Small businesses especially gain the most sales and traffic during this weekend. A well-planned social media campaign or hot deal can catapult your products and services to the forefront of Black Friday wins.

It might seem impossible that a small business could square up with popular retail giants like Macy’s® and Walmart®, but on average, “30-40% of ALL retail shopping each year takes place between Thanksgiving and Christmas.” For many businesses, small and large, this is the make-or-break time of year.

Black Friday Marketing and Promos

8 Ideas for How to Win Black Friday Weekend

Amp Up Your Social Media Presence

Social media is a powerful tool for businesses to find new customers and spread their marketing message to a broader audience. A timely campaign asking subscribers and followers for video reviews, content reshares, and to participate in challenges can help popularize your promotions.

Establish Brand Loyalty and Customer Appreciation

There is nothing like a free product to reel in shoppers. Adding a second item to a customer order free of charge or offering a deal that incentivizes a customer to return, like 40% off your next purchase if you shop before December 25th, not only creates a sense of urgency but is the right step in establishing brand loyalty among your new customers.

Publish an Informative Message

Increase your customer engagement by publishing a video, an email, or a social media post about your latest deals and why your business is the one to support during Black Friday shopping. A personalized message can make customers feel catered to and reiterate that people are the priority, not just profits.

Create an Email Campaign

Ensure your email campaign is running before Black Friday begins! This is an essential step in establishing repeat business. Once you have someone’s email address, you can send them personalized offers, promote limited-time deals, gift guides, and other helpful tips about the best time to shop.

Partner Up With Another Business

Everyone loves a bargain, but what about two or three? Partnering up with another business is a great way to glean some of their customers and offer an even larger discount to shoppers. Cross-promote the event on each other’s social media pages with blog posts, video content, and event invites. Then, when the big day arrives, reap the benefits of double the customers!

Prioritize Local Shoppers

Don’t underestimate the power of local shoppers. “Shop local” is a famous slogan among sustainable living supporters and influencers. In fact, “…over 82% of shoppers state they would rather support a local business than a large company.” Be prepared for local customers to monitor your business for their Black Friday needs.

Offer Free Shipping

Amazon® was the first business to promise 2-day shipping to its customers. Although you may not have the labor to make this happen, offering free shipping is a good alternative. As the power of online shopping rises, free shipping has become the main reason buyers make purchases they are otherwise hesitant about.

Be Prepared for Holiday Gift Giving

‘Tis the season for giving! In recent years, “45% of people who discovered something new online gifted it to someone.” This is important for your bottom line because one customer can quickly become several if the product is continually gifted to others and your company’s name is shared.

Source: Promo.com

Bonus Tip: Donate a Percentage of Sales for Giving Tuesday

Giving Tuesday incentivizes people and businesses to give back after a shopping-filled weekend. The day kicks off the charitable portion of the holiday season, and your business can help others in need after a weekend of big sales and cement itself as an active community member who’s doing more than emptying wallets and swiping cards.

Remember, marketing/advertising isn’t just about sales; it’s also about how you position, promote, and represent a business’s core values and mission. Do good for others on Giving Tuesday and throughout the year so customers feel like this effort is authentic.

 

Win the Weekend With Rearview Advertising

A successful Black Friday weekend can never be guaranteed, but these helpful tips bring you one step closer to crushing your end-of-year goals. Rearview Advertising is here to lead your business back to black. Our full-service marketing agency has the expertise to help you craft winning campaigns, increase sales, and generate the leads you need to move the needle in the market. Contact us today for more information about our services!

The world is changing at a speed unlike what anyone has experienced in decades, and the two largest and most successful digital marketing platforms, Google and Meta, are to thank for this transformation. Digital marketing is a cornerstone of any successful business strategy, and although we’ve discontinued the Yellow Pages and no longer post our social grievances on private property (thanks, Martin Luther), modern online advertising platforms have changed how businesses bring their products and services to market and stay in touch with customers. In 2023, creating a digital ad campaign is more accessible, but the question remains: Which digital marketing platform is best for your business?

 

google-digital-apples-vs-meta-oranges.jpg:

What’s the Difference Between Google Ads and Meta Ads?

Google Ads are best when a business advertises a service or product people are actively searching for. For example, a young family looking for a starter home in Metro Atlanta might search Google to see the prominent homebuilders in the area and which company has the best reviews. As a competitor, completing a Google keyword search and analyzing what web copy similar companies in the area are using will put your business one step closer to being the top search result on Google.

Meta Ads are best for advertising products and services that people may not be actively searching for. Typically, you’ll need to invest more time and effort in creative campaign strategies like video ads and copywriting to catch a user’s attention and beat the competition on this platform. A potential homebuyer that would be best to target for meta ads may be someone who follows a homebuilder’s social media account but may not be consistently searching for a new home, or they have a longer timeline for when they’d like to move.

One of the prominent differences between Meta and Google is that Meta uses push marketing tactics while Google operates with pull marketing.

Push marketing is when you ‘push’ a product or service to your audience. When a user, or in this case, a potential lead, is scrolling on Facebook and Instagram, they’re looking at content that they enjoy. And in between viewing their curated content, they’ll get ads for something they’re not looking for, courtesy of the algorithm and your business’s target audience strategy.

When a lead searches for something on Google, they’re looking for a solution. So, when they see an ad on Google, it pulls them towards the thing that can solve their problem – your business. Theoretically, pull marketing plays into demand, and push marketing creates demand. To use this strategy effectively, decide what approach works best for your company. Both mediums work well, but they have a specific objective and target audience.

What if your business has a large enough audience to use Google and Meta ads?

Your business can use both digital advertising platforms if you’d like to find different leads or know you have the audience size to support that tactic. For example, homebuilders are in a great position because that industry has customers on both sides of the aisle. There will always be individuals and families looking to buy new homes and investment property, and there will always be others who are persuaded to buy new houses.

Social media users on the subway ©Rawpixel.com

Questions to Ask Before You Decide

Aside from your audience, there are a few more factors to consider before deciding whether to use Google or Meta ads. Knowing where your digital ads will perform best is the key to establishing a successful digital campaign. Consider the following questions before committing.

Where does your audience frequently spend time? (i.e., Are they searching on Google for your company, or will they likely find your business and products on Meta social platforms – Facebook and Instagram?

How do you compare to your competition? What would set you apart from the competitors?

How much money do you have for advertising?

How much time and energy do you have to refresh ads/ad copy and manage the campaigns? (i.e., Do you have time to design creative ads, or are you looking for a simple way to complete this task?)

What’s your site conversion rate? Is your website optimized for advertising?

 

google-digital-apples-vs-meta-oranges.jpg©Gorodenkoff

What are the Advantages? Data Says it All!

Google Ads

Wider Reach: Google Ads has a broader reach, with over 246 million new monthly visitors, making it the largest online advertising platform.

Targeted Audience: Google Ads allows advertisers to target specific audiences based on demographics, interests, and behaviors.

High-Quality Score: A high-quality score can lower the cost-per-click and increase ad placement, leading to a better return on investment.

High Intent: Users who click on Google Ads actively search for a product or service, making them more likely to convert.

Choose Google Ads if:

You want to target users actively searching for your product or service.
You want to reach a wide audience.
You have a higher marketing budget.

Meta Ads

Cost-Effective: Meta Ads tend to be cheaper than Google Ads, making them an excellent option for businesses with a limited marketing budget.

High Conversion Rate: Research shows Meta Ads have a higher conversion rate than Google Ads, as they are displayed to users already engaged with the social media platform.

Wide Audience: Social media platforms have a wide audience, with over 3.8 billion active users worldwide, making Meta Ads a great option for businesses targeting a broad audience.

Retargeting: Meta Ads allow for retargeting, which can help increase conversion rates by displaying ads to users who have previously interacted with the business.

Choose Meta Ads if:

You want to target users who are already engaged with your social media pages.
You want to retarget users who have previously interacted with your business.
What you sell has the benefit of being visually appealing.

Source: medium.com/@RenderAnalytics

Digital-Advertising-Trends.jpg©Fabio Principe

You Decide: The Case of Google V. Meta

The choice to invest your money into an advertising platform can be the difference between high returns and a significant increase in leads one month or losing thousands of dollars on a campaign barely anyone saw in the following 30 days.

If you want expert, professional advice and daily management of your business ad campaigns, contact Rearview Advertising, a full-service advertising agency with over two decades of experience. We can create and manage your ads on Google and Meta so your 4th quarter sales are successful. Reach out today for more information!

Rearview SEM Graphic

Clearing your cache will ensure that you’re looking at the most recent version of any webpage that you’re viewing, help your browser be more responsive, empty your abandoned shopping cart on e-commerce websites, and log you out of websites that you have logged into.

Each browser handles its cache a little differently. If you want fine control of what historical browsing data, images, cookies, and other temporary data get deleted upon clearing your cache, pay special attention to the options near the very last step of this process for each browser.

How to Hard Refresh a Single Page w/o Clearing Cookies or Data

If you need to hard refresh a single page without clearing all cookies and data but still want to see the latest version of content and styles on your web page you can do a hard refresh on MacOS and PC by using the CTRL/Command key + Shift + R to reload a single page, yet not lose passwords, cookies, or cache for other pages you may be preserving.

 

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How To Clear Your Cache to See Website Updates

These quick steps below will get you on your way to clearing your cache.

Quick-Guide_Clear-Your-Cache

Windows Instructions

MacOS Instructions

Windows

Chrome Browser for Windows

1) Click the three dots in the upper right corner;
2) Click “More Tools”;
3) Click “Clear Browsing Data”
4) Click “Clear data”

Firefox Browser for Windows

1) Click the three horizontal lines in the upper right corner;
2) Click “Settings”;
3) Click “Privacy & Security” in the left navigation menu;
4) Scroll down to section titled “Cookies and Site Data”;
5) Click “Clear Data”;
6) Click “Clear”

Microsoft Edge for Windows

1) Click the three dots in the upper right corner;
2) Click “Settings”;
3) Click “Privacy, Search, and Services in the left navigation menu;
4) Scroll down to “Clear browsing data”;
5) Click “Choose What to Clear”;
6) Click “Clear Now”

MacOS

Chrome Browser for MacOS

1) Click the three dots in the upper right corner;
2) Click “More Tools”;
3) Click “Clear Browsing Data”
4) Click “Clear data”

Safari Browser for MacOS

1) Click the word Safari in the top navigation;
2) Click “Preferences” to open the Preferences window;
3) Click the Advanced tab and check the checkbox for “Show Develop menu in menu bar”;
4) Close the Preferences window;
5) Click the word Develop in the top navigation;
6) Click “Empty Caches”

Microsoft Edge for MacOS

1) Click the three dots in the upper right corner;
2) Click “Settings”;
3) Click “Privacy, Search, and Services in the left navigation menu;
4) Scroll down to “Clear browsing data”;
5) Click “Choose What to Clear”;
6) Click “Clear Now”

Marketing Strategies ©Thapana_Studio

Are you ready to ‘Fall Into Savings’ this season? How about sending your RSVP to attend another seasonal giveaway event? Did you forget that if you send the emailed QR code to 10 friends, you can get $10 off a Christmas tofurky?! This time of year is full of attention-grabbing marketing campaigns, from holiday promotions and limited-time deals to gifts and incentives. As new campaigns kick off and companies revamp their strategies, it’s crucial for your company to focus on a few key changes. 

Now is the time to emphasize collaboration on creative content ideas, restructure budget allocations, and solidify a compelling marketing initiative across all channels. As we enter the fourth quarter, we recognize that every company aims to maximize profitability during this period. With meticulous planning, fresh campaigns, and an innovative strategy, your Q4 performance can position your business to meet its financial goals just in time for the New Year’s celebrations.

Buying Home During Holidays ©Pixel-Shot

3 Things to Consider Before Moving Into Q4 

Set the Sales Stage for Holiday Promotions

Advertising professionals know that the last three months of the year are the most critical times to make sales. Halloween season sets the stage with costumes, candy, and consumer goods. Thanksgiving, Black Friday, and Cyber Monday are the opening acts. December holidays are the spotlight performers, and New Year’s is the encore. Consider what promotions you can offer to coincide with these big spending months. If you’re in the homebuilder industry, prospective buyers still want to purchase a home in time for the holidays. A new house to host guests during the busiest time of year is what people want to find. Capitalize off that message and streamline your incentives to entice the right buyer so your Q4 is successful. 

What’s In Your Wallet? 

Reflect on whether your business could benefit from additional advertising or other expenses beyond standard campaigns. Q4 is the time to try different ideas and think outside the box. For example, a new ad campaign might be just what your company needs to push over the hurdle and reach its yearly goals. Don’t hesitate to reallocate your funds and increase spend on advertising so your products and services can outshine all the other businesses prioritizing their inventory. With so many promotional events and advertisements hitting the market simultaneously, your business needs to stand out to increase its revenue before the holiday season ends.   

‘Diversifying Channels’ Is the New Black 

Lock in your digital strategy quickly and decide what new and existing channels your marketing team will need to use to target Q4 holiday promotions. Consider if a batch of redesigned emails sent to a new audience list, a fun social media campaign that promotes reshares and commenting, or a set of short-form videos shared as a Google advertisement is the best approach. Or maybe it’s all that and then some! Figure out what will work best for your teams and clients, and then take action. Don’t have a plan of attack of your own? That’s what Rearview Advertising is here for!

Get Clients and Colleagues Onboard 

As you gear up for an exciting fourth quarter, you must guide your clients and colleagues through the process with positivity and excitement. New marketing plans might seem risky, but the payoff can be extraordinary if completed with a great team and a strong campaign. At Rearview Advertising, we aim to help clients exceed their yearly goals and expectations with compelling copywriting, dynamic web design, and innovative marketing campaigns. Contact us today to learn more about how we can help your company conquer Q4! 

Lead Generation in 2023

In today’s dynamic and competitive marketing world, generating high-quality leads is crucial for sustainable growth and success. A few decades ago, the most effective means of connecting with potential leads, individuals, or organizations displaying an interest in a company’s products or services was a simple phone call, often made during dinnertime. This strategy was rooted in the belief that people were more inclined to answer their landlines or “home phones” after the workday, especially when they gathered around the dinner table with their families. Before corded house phones, a visit from a traveling salesperson was the preferred strategy. This practice was founded on the adage that it is more challenging to decline someone when they’re engaging with you face-to-face. 

The marketing approach to contact leads has evolved even more over the past 30 years with the popularization of the internet and the onset of the digital global marketplace. In 2023, it has been reported that lead generation strategy will continue to rely on digital platforms. Because potential clients have moved to the internet via websites, social media, and email marketing, key decision-makers for B2B companies prefer the digital landscape. 

To stay competitive in the industry, companies will rely on automation components–-chatbots, video content, and webinars–-to stay ahead of competitors.  Juniper Research says, “By 2024, consumer retail spend via chatbots worldwide will reach $142 billion—up from just $2 billion in 2019. The report from LeadBoxer indicates that 55% of prospects attend a webinar to get more information about a project before accepting a sales meeting. Additionally, with the rapid development of AI technology and its growing sophistication, more businesses are investing their time and resources in AI and are focused on incorporating their lead strategies and business models.  

Lead generation graphic ©Andrey_Popov

Master the Marketing of Lead Generation 

To master the marketing strategy of identifying high-quality leads, businesses and their internal teams must continue to explore the boundaries of lead generation. They should also consider which pathway consistently produces the best results. With the ultimate goal to convert these potential leads into paying customers, it is important to understand your target audience and their needs.

Valuable leads can stem from a myriad of interactions between individuals and your company. Discovering the most lucrative approach for a business and leveraging it to your advantage can significantly bolster the bottom line. A desirable lead for a company might be someone who exhibits the following behaviors:

Reads Digital Blog Content

Signs Up for an Email List 

Clicks on an Internet Ad for a Product or Service 

Interacts on Social Media

Calls Your Company to Ask for More Information

Fills in a Contact Form at an Event

Marketing Team at Work ©fizkes

Types of Leads and What To Do With Them To Improve Your Business 

Leads are integral to helping casual visitors evolve into loyal, life-long customers. Effectively capitalizing on leads involves maintaining timely and appropriate communication that prevents potential customers from being deterred or inadvertently overlooking your company. It’s crucial to evaluate whether a sales call,  follow-up email,  webinar link, or another mode of communication serves as the most effective means to entice potential clients, sustain their interest, and successfully close the sale.

Furthermore, it’s essential to acknowledge that not all leads are created equal. They can vary significantly based on their qualifications and position within the customer journey. Recognizing these distinctions and understanding the appropriate actions at each stage is important.

Types of Leads 

Marketing Qualified Lead (MQL)

Contacts who have engaged with your marketing team but aren’t ready to receive a sales call. This can look like signing up for a newsletter, interacting on social media, or filling out an online form to receive a free quote.  

Sales Qualified Lead (SQL)

Contacts who have taken specific actions that express their interest in being a paying customer. A sales-qualified lead would fill out an online form and ask for pricing information to be emailed to them. 

Product Qualified Lead (PQL)

Contacts who have used your product and taken steps to indicate they want to be a paying customer. Someone who has signed up for a free trial, accepted a limited-time deal, or bought something with options to upgrade is a PQL.

Service Qualified Lead (SQL) 

Contacts who have indicated to a business service team that they want to become paying customers. A client who is already receiving your services but asks for more or an upgrade to their services is an SQL. 

A lead conversion strategy becoming more popular in 2023 combines traditional communication methods and newer resources. For example, after receiving an MQL through a direct message on social media, an enhanced sales response might involve sending that potential client an email and offering a free webinar link so they can learn more about the company’s products, prices, and exclusive incentives. In the housing industry, something as simple as a mortgage calculator popping up in the chatbot after someone types, “Can I afford the monthly payments on this home with a $75,000 salary?” can be the difference between a reliable lead and someone who just wants to window shop available homes with a busy agent.  

Fish Hook Strategy ©Alii Sher

Building trust by educating your potential customers and offering accessible and convenient digital tools is the new lead generation outlook for 2023 and beyond. 

Marketing professionals must get comfortable and confident using AI technologies to drive sales on the front end. They also must work in summation with developers who need to have website landing pages, security functions, CRM software, and other details up to date and running smoothly for this method to be effective. 

Moreover, as you continue to educate your customers about your business, remember to stay informed on what your target audience is interested in so you can use what Matt Biskup, Rearview’s Digital Marketing Lead, calls the “Fishhook Approach.” He suggests new content types can be used to nurture or qualify customers and recommends regularity in any business approach: “Make sure that the nurturing gets done on a consistent level.”

Apple Inc.® and their new Mother Nature commercial is a prime example of knowing what your target audience cares about, taking action to address their concerns, and informing them that the company is connected and involved in what matters most to them.

Although they’ve received backlash and harsh criticism since dropping this commercial, it was an attempt to let customers know—all 1.36 billion iPhone and 100 million Macbook owners, respectively— that they’re addressing some of their issues regarding sustainable, environmentally safe materials. It was also a way to drive sales for new customers and reassure their current users about the products before they hitch a ride with Samsung® or another technology company.

In response to the commercial, Biskup offered this point, “The [changes in the marketing industry] are increasing the complexity of the marketing challenge. It’s not just NBC, Fox, and CNN anymore. There are TikToks, Instagram posts, YouTube Shorts, et cetera. There are so many avenues to find potential clients.” 

Marketing Professionals ©Gorodenkoff

Final Takeaways for 2023 

Lead generation is an essential component of any successful business strategy. By understanding your target audience and implementing effective lead-generation strategies, you can attract potential customers and then nurture and convert them into loyal customers. Lead generation is an ongoing process that requires adaptability and a commitment to delivering value to your audience. As marketing professionals look to the future, they will need to incorporate more digital tools powered by AI technology and video into their company’s business strategy to stay competitive with the ever-changing market and address client needs. When executed effectively, it can be a powerful driver of business growth and success.

Rearview Schmale Machinery Case Study

The Ask  

Schmale Machinery, an innovative engineering company specializing in customizable machine-building, needed a redesigned website to communicate its brand voice effectively. Their goal was to create a personable and professional website to drive more traffic to their site and generate more leads in the United States. The project called for an informative website featuring a simplified interface and an interactive platform to engage visitors. 

The Answer 

Schmale Machinery’s previous website was created from a simple, ineffective template. It included minimal details about the company, and its range of machines and tools, which made it difficult for potential clients to understand the full scope and potential of each product and its designs. However, with a fresh approach and a renewed strategy aimed at enhancing the site, Rearview designed a customized website to refine this client’s brand voice. This approach centered on integrating an interactive user interface (UI) and introducing an integrated booking engine, all geared towards boosting website conversions.

What We Did 💡

We capitalized on their experience in the industry and highlighted their expertise and stellar customer service with essential taglines that appeared on the landing page via a polite but continuous popup. These taglines were overlaid on a video of the Schmale machines and the machine operators working on the technology. We also added videos throughout the site to improve UX and give it an SEO (search engine optimization) boost to its ranking. 

Why We Did It ❓

Proper placement of a video on the website’s landing page provides supplemental material to static content. Videos quickly convey the brand’s message, help with engagement/create a lasting impression on new visitors, and increase the likelihood of web conversions. Coding the site to avoid pre-roll or competitor advertising at the video close is a key element to success with this strategy. Our implementation for Schmale Machinery ensures that site visitors stay longer and convert more often. 

Schmale Machinery Website Redesign by Rearview Advertising

What We Did 💡

We added Schmale’s 3-D graphics and animated videos to the redesigned website to showcase the company’s machinery products, parts, processes, and services. 


Why We Did It ❓

3D graphics offer several benefits for web design, such as creating a more realistic and immersive experience for users, showcasing products or features in a dynamic, memorable way, and enhancing the brand voice and style of a website. Animated videos deepen visual understanding better than traditional images. They are also easy to understand and increase retention rate (how long visitors stay on the website). 

Schmale Machinery Website Redesign by Rearview Advertising

 

Schmale Machinery Website Redesign by Rearview Advertising

 

What We Did 💡

We updated the logo with a new color palette inspired by the American flag and included a graphic of the flag to the left of the company name.

Why We Did It ❓

The objective was to symbolize how their customer service is customized to cater to clients in America, regardless of location.

 

Schmale Machinery Website Redesign by Rearview Advertising

What We Did 💡

We added comprehensive information to the website to educate clients about the company’s services, the capabilities of its products, and the invaluable benefits they bring that could help their business succeed.

Why We Did It ❓

Adding more details–such as definitions and examples–to the website about their specialty machines and parts improved brand credibility. Schmale machines can cost up to 1 million dollars or more, so showing the company’s knowledge about their products and expertise in the field instills confidence in potential customers and encourages them to contact the company to complete their purchase. 

Schmale Machinery Website Redesign by Rearview Advertising

Schmale Machinery Website Redesign by Rearview Advertising

What We Did 💡

We included the contact information of their lead customer service representative as a webpage header so clients can easily find the information they need for any questions or concerns. We also used the representative’s photograph on the landing page. 

Why We Did It ❓

We added the phone number, email address, contact hours, and picture of the lead customer service representative to emphasize Schmale’s commitment to personalized customer care. 

 

Schmale Machinery Contact Info Website Redesign by Rearview Advertising

What We Did 💡

We included information about their technical services, employee training, and development advice with several tabs that provide more information. At the top of the section, we also included a review. 

Why We Did It ❓

Adding these components further drives Schmale’s commitment to quality customer service and highlights the different ways they help their employees and assist clients.  

 

Schmale Machinery Services Website Redesign by Rearview Advertising

The Proof 

Schmale’s website redesign aligned with the company’s overall business strategy of improving its brand voice. We accomplished Schmale Machinery’s goal of having an improved website by doing the following:  

  • Including more interactive content such as real-time videos, 3D graphics, and animations
  • Streamlining its processes by making navigation across the site faster and easier
  • Providing more detailed information to potential customers to improve user experience (UX) 

In the years ahead, these technical changes can continue to establish credibility and build trust for better client retention. Fostering relationships that translate into sales stands as a primary goal for Schmale Machinery. 

 

If you need a lead-generating website redesign for your business, contact us and learn how Rearview Advertising can help meet your goals

Rearview Advertising Email Marketing Services

Why Email Marketing is Crucial in Modern Marketing 

In recent years, active-workforce generations have struggled to agree collectively on different topics, from politics and social reform to who has the best decade of music and fashion, but we mostly agree on two things. Email marketing is one of the biggest revenue generators for any successful business, and the AOL “You’ve got mail!” audio is still living rent-free in our heads (and will most likely remain there for years to come). 

Email marketing allows the customers on a company’s email list to be aware of new product launches, discounts, and other services being offered. It ensures that businesses reach their target audience directly in their inbox and provides reassurance that their message is delivered. It also has a higher chance of being seen compared to other marketing campaigns like billboards, TV commercials, or social media posts. A well-written and timely email campaign can shift a company’s bottom line in a day’s time. 

Emails allow for a softer sell to educate a company’s audience on the value of the brand in the marketplace, and it keeps them engaged about changes and updates to the business between purchases. If a retail company has decided to sell a sustainable product line or change its return policy, a quick and friendly email sent directly to its top shoppers can entice them to buy again or at least help spread the word about any new initiatives. The same can be true for homebuilders that have upcoming promotions, new neighborhoods, and events like CEU courses and open houses that they want to advertise. 

A lucrative effect of email marketing is influencer/social media marketing. Emails can be a gateway for influencers to receive information before the general public. Being one of the first people to continuously report on reliable company updates helps to advertise their channel as one worth watching, subscribing to, and sharing with others. This, in turn, causes them to make more money. New online personalities will often do this marketing for free as they expand their own business, but established accounts with a large following will charge a fee for any updated business news or product-related posting. The relationship between influencers and businesses that seek their services is symbiotic and financially beneficial for both parties. 

Female business person reading email on computer screen at work on internet ©NicoElNino

The Art of Soft Selling: Other Benefits of Email Marketing

Email marketing is a cost-effective way for companies to promote their products or services. In general, sending an email is significantly cheaper than many other advertising methods. Compared to traditional marketing practices like print advertising or direct mail, email marketing is relatively inexpensive. It eliminates printing and postage costs and can be easily automated, saving time and resources. 

Email Automation and Target Marketing 

Platforms like Salesforce [Pardot], Mailchimp, Hubspot, and Lasso CRM allow businesses to send targeted email campaigns to a large number of people simultaneously on their subscriber lists without having to spend hours personalizing and tracking each email. This subscriber list has shown an interest in their products or services in the past. With their email signup, they accept targeted emails based on their specific demographics, interests, or past purchases. This allows personalized and relevant communication to influence their interaction with the company. Additionally, unlike regular marketing emails that are sent to a contact list on a fixed schedule or at intervals (like in a drip campaign-a series of automated emails sent to people who take a specific action on your website), automated emails are sent when customer behavior matches the conditions defined in an automated workflow.

Measurable Results and Data Analytics

Email marketing provides valuable data analytics and measurable results. Companies can track metrics such as open rates, click-through rates, conversion rates, and revenue generated from email campaigns. This data allows businesses to analyze the effectiveness of their email marketing efforts and make informed decisions about changes and continuation. It’s important to remember that this information is only as useful as the team/business optimizing the data for future campaigns and better results. 

Email metrics are easy to misinterpret, so a knowledgeable marketing company with years of experience must be on hand to accurately interpret the key performance indicators (KPIs). Other marketing professionals may not have a full understanding of how to analyze raw data. It can be easy to misinterpret because many people don’t consider competing factors at the time the marketing campaign began or during its run. A popular sports game that prevents changing the television channel, unexpected weather delays that cause billboards to go unseen, or an issue with the postal service delivering mailers can all affect a campaign’s performance. In comparison, emails have a less likelihood of being interrupted or mishandled because their delivery works on a digital network, and the UTM parameters (a line of digital code placed on the back end of a URL that sends users to a website) are built into the platform to help the business have a better understanding of traffic flow.

Why are these key performance indicators (KPIs) important, and how do they impact a marketing campaign? 

Open Rates

Do you know how many people opened your last sent email? 

Email open rate is the percentage of subscribers who open a specific email from a company’s total number of subscribers. On average, a good open rate percentage is between 17-28%; however, researching standard rates for your company’s industry is encouraged so the numbers are not skewed. It’s important to know this number or percentage, so you can ensure your emails are effective and reach the right audience. 

Click-Through Rates (CTR) 

How many people read through your last email and clicked on the links?  

The percentage of individuals viewing an email or web page who click on a specific link or advertisement that appears on the page is referred to as the click-through rate. Receiving a high CTR is considered slightly more important than the open rate because this measures the performance of the email itself– how thoroughly it was read and if the audience was engaged enough while reading it to perform a secondary action (reading another page of information, watching a video, or completing a survey, etc.) A 2-5% CTR is considered a good average, but companies should always review good rates for their industry for accurate percentages. 

Conversation Rates 

What percentage of subscribers took action from your email and bought a product or service? 

Well-crafted email campaigns can drive traffic to a company’s website and lead to increased visibility and potential sales. By including links to relevant product pages, blog posts, or special promotions, companies can guide their subscribers to take actions such as making a purchase or signing up for an upcoming course. This is the ultimate measure of email engagement, and a high conversion rate can mean that your subscribers are excited about supporting the business and consider it a good investment in time and/or money. A good email conversion rate varies widely depending on the industry. Nevertheless, “according to MailChimp, the average open rate of all industries is around 21.8%, and 2-5% is a good standard to aim for. 

Man reading email on tablet. ©Kaspars Grinvalds

Overall, email marketing is an essential tool for companies because it enables them to establish direct communication with their target audience, build relationships, drive sales, and achieve a high return on investment. If your company wants to improve its email marketing campaigns, Rearview Advertising has the knowledge and experience to make lasting improvements with companies that use our services. Contact us today for more information.