To the average business person, marketing equals promotion.
If you ask Google what Marketing is, the repose you’ll get is “Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the premier components of business management.”
And while all that’s true, in it’s simplest form, Marketing is what you say and how you say it when you want to explain how awesome your product or service is and why people should buy or use it.
Marketing is an ad. Marketing is a brochure. Marketing is a press release. And in today’s highly competitive and complex business environment, Marketing is a Website, a Facebook page or an Instagram or Twitter account.
At Louis Mamo & Company we understand all aspects of taking a hands-on approach to Marketing your company or organization and using the various tools that are available to provide you with a bona fide and satisfying business solution.
Some of the tools and strategies we use include:
Branding is one of the most important aspects of any business, large or small, retail or business to business. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean and how does it affect a business like yours? Simply put, your brand is your promise to your customers. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be. Defining your brand is like a journey of business self-discovery. Sometimes it can be difficult, time-consuming and uncomfortable. But we can help you through the process in defining your brand and its voice. To lean more, click here to read about six important reasons why a strong brand is necessary for your business.
Qualified Lead Generation
Depending on the industry your business is in, Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), Product Qualified Leads (PQLs), and Service Qualified Leads, are all essential in growing your business. At Louis Mamo & Company we understand that Qualified Leads are a way of warming up potential customers to your business and getting them on the path to eventually making a purchase of your product or service. By using effective, customizable call-to-actions (CTAs), we can create a Sales Funnel for your company by using several methods to help Generate Qualified Leads for you including: Ads and Retargeting, Blogs, Social Media, Product Trials and Referral Marketing. Allow us the opportunity to help your business.
According to the Public Relations Society of America (PRSA), Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Our Public Relations Specialists are like storytellers — they help businesses and individuals cultivate a positive reputation with the public through various unpaid or earned media communications, including traditional media, social media, and in-person engagements. They also help clients mitigate any damage by defending their reputation during a crisis that threatens their credibility. Our PR specialists are adept at handling a wide variety of both good and bad circumstances, and address these events so the public and our client can maintain a beneficial relationship. They also play a role in advising management on the best policy decisions or actions to take, and conducting programs such as fundraising or networking events to help the public understand the organization’s goals. PR isn’t just used to influence a story after it happens, it is also used to write that story in the first place.
Securing press coverage isn’t something that happens overnight. Generating publicity requires planning, consistent outreach, follow-up, and dedication. However, before beginning any press outreach, the starting point for your media relations strategy is creating the right collateral packaged in the form of a press kit. Whether it’s an EPK (electronic press kit), or a printed version, we can design an effective press kit for you to help members of the media develop stories related to your business, products, or services. Your press kit will contain all of the content a reporter, producer, or blogger might need to tell your brand story within their coverage area. The content will vary depending on what industry you’re in, the size of your business, and the type of media we’re targeting for coverage. Your digital press kit can be created in a variety of acceptable formats — from a PowerPoint deck to a PDF file — however, a dedicated press tab on your company Website is best, because it is both cost-effective and provides a one-stop shop for all your company information. Whatever format you choose, we’ll be sure that your press kit is designed in accordance with the look and feel of your brand and that it’s easily shareable with the media.
If you’re looking for more visibility for your business, Press Releases are an essential element of any publicity or public relations strategy. These short, compelling stories detail product releases, event announcements and other newsworthy items your company may produce. Everyone’s got a story to tell. Let us help you tell yours. Here’s how it works: First, we’ll write an announcement about your business. It could be a product or promotion, a sale or a new location, a customer survey, or any other newsworthy story. Next, we’ll turn your news release into a search marketing asset by adding specific keywords to target your ideal customers on search engines. We can even include a video and photos to attract more attention. Then, depending on what the ultimate goal is, we’ll deliver your story to every major search engine, as well as national news sites, and a network of nearly 30,000 journalists and bloggers — generating visibility and buzz for your business.
Radio can be a powerful advertising medium. It offers you the opportunity to deliver a simple yet powerful message to a targeted group of consumers that may be interested in your product or service. The cost of a 15-, 30-, or 60-second radio commercial will depend upon the frequency of the ad broadcast and the time of day that the announcement runs. We at LMC will advise you on your message and help determine which station(s) to advertise on and the frequency of the ad. Remember, with radio you’re not buying a commercial — you’re buying an audience.
Television advertising can be great for business as it can deliver powerful marketing messages for even smaller businesses. But it doesn’t come cheap and good ads aren’t easy to create. Television ads are priced on a cost-per-thousand (CPM) basis, which is the cost for your ad to be seen by 1,000 people. The CPM varies widely depending on a few different factors, the biggest of which is location. The CPM also depends on how desirable the audience is to potential advertisers. For example, a TV show with a primarily female audience will be more desirable for a company that sells products that are purchased primarily by women. Additionally, viewer demographics, timing, and the location in which the ad airs can mean higher or lower ad costs. At LMC we will not only help you with the creative, but we will advise on what stations and/or cable systems to run on and what shows to run in.
Billboard advertising can be relatively inexpensive depending on the size and location, but the expense must be weighed against the kind of message you want to get across. Six words is the ideal amount of copy on a billboard, and that can severely limit your ability to communicate with potential consumers. Billboards are a very quick read, so they shouldn’t contain a lot of information. This type of advertising can be a great option if your campaign is one of awareness and branding, but it should be avoided if you want to convey a lot of information about your product or service as you would be better served with a different option. At LMC we will help you determine if billboards are the way to go and if they are, we’ll create a billboard campaign that work for you.
Local newspapers and periodicals have some of the same appeal as local TV or radio stations: They target a wide audience. This is great for awareness-stage advertising when you just want to get the word out locally that your business exists without limiting the exposure to a certain target group. This is better for businesses that appeal to most people, like grocery stores or restaurants. Some local publications offer content advertising in which advertisements appear that are portrayed as news or feature articles. We at LMC will work with graphic designers to create the most effective visuals for your product or service and will also work with a publication’s editorial and/or advertising staff to create engaging content and/or advertorials.
Depending on the products and services you provide, magazines can be great for awareness-stage advertising when you want to get the word out regionally or nationally. Then, depending on the publication itself, magazines can be ideal for providing exposure to a specific targeted demographic group broken down by age, gender and geography. We at LMC will work with graphic designers to create the most effective magazine visuals for your product or service and because like newspapers, some regional and national publications allow for advertorials, we will work with their editorial and/or advertising staff to create engaging content.
Search Engine Marketing / Internet
Online advertising can be more affordable compared to other mediums (starting for as little as $5 per day on social media platforms like Facebook). Online sites offer various campaigns including cost-per-view (based on exposure) and cost-per-click (how many times your ad is seen and clicked on). You must know your audience well before advertising online and if you don’t know it, we’ll help you come up with a target audience profile. Because most online advertising platforms ask for detailed information about your target audience — including their demographics, income, education, interests and buying behavior — it’s crucial to get it right. It’s also important that the right platform for your product or service is chosen. At LMC we’ll advise you on which platform to select whether it’s Google, Bing, Yahoo, Facebook, Instagram, Twitter, LinkedIn or one of the thousands of specialty Websites out there.
Mobile / Wireless
LMC can design and implement an effective Mobile / Wireless marketing and advertising campaign for you. Mobile marketing and advertising utilizes multiple distribution channels to promote products and services via mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, such as location services, to tailor marketing campaigns based on an individual’s location. Mobile marketing is a way in which technology can be used to create personalized promotion of goods or services to a user who is constantly connected to a network. Mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile Web site, in downloaded apps or mobile games. Mobile technology used by companies such as Google and Facebook tailors mobile advertisements based on an individual’s web browsing history, geographic location, and with data collected by shopping habits.
Email marketing is up to 40 times more effective than social media, according to a study by the New York-based McKinsey & Company, a worldwide management consulting firm. The same study also shows that the buying process happens 3 times faster than in social media. Statistically, there are indicators that show the growing potential of email marketing. Based on surveys conducted by the Channel Preferences Survey, these indicate that 91% of people access their email at least once a day. Moreover, it is also said that they prefer to receive business information via email. According to a summer 2019 marketing study, 92% of internet users have at least one email account. That is, practically everyone has email unlike what happens with social media, where not everyone has an account, which can make it difficult and minimizes the reach and coverage of the desired segment. LMC works with several Email vendors and can design and implement a number of effective campaigns to help you grow your business.
A great Website can make a business while a bad Website can cause irreparable harm. At LMC we understand that your business requires unique handling and deserves the very best presentation it can get. Whatever your business goals may be, at LMC can build you a unique, custom designed Website that increases your company’s visibility, encourages customer engagement and generates revenue. Our secure eCommerce and Shopping Cart driven Websites are built with simple, clean navigation, appealing graphic user interfaces and standard checkout processes that provide excellent user experiences and drive sales.
Facebook, Twitter, Instagram, YouTube, etc. In today’s highly competitive and complex business world, social media is not only an integral component of a well-rounded marketing strategy, but your company needs to have a presence on it not just to survive, but to thrive. Whether it’s new customer acquisition, communicating to your existing customer base or simply increasing the visibility and awareness about your products and services, social media has an important place in your company’s future. At LMC we can assist you in choosing the right platforms to be on and if needed, manage your social media accounts for you.
Search Engine Optimization
You’ve heard about it and you know it’s important, but do you really know and understand what is it? Search Engine Optimization (SEO) is the process of getting pages to rank higher in search engines such as Google. Because search is one of the main components in which people discover online content, ranking higher in search engines can lead to an increase in traffic to a website and therefore increased business. Just a few years ago SEO was a simple feat but that’s no longer the case. There are a lot of contributing factors to ranking high on a Website including the age of your Website, the number, quality and relevancy of links to your Website, Content and Page Structure. At LMC we understand and use many search engine techniques including: Keyword Research, Content Marketing, Link Building, On-Page Optimization, Site Architecture Optimization and Semantic Markups. We use the top SEO tools in the industry to get results including: Google Search Console, Google Ads Keyword Planner, Backlink Analysis Tools, SEO Platforms and Social Media. SEO done properly can have a dramatic effect on the amount of traffic that your website receives, but all of that search traffic won’t help grow a business unless it converts into paying customers. This is where Conversion Rate Optimization (CRO) comes in and we use several methods such as A/B testing to achieve this.