Hi, I’m Sally Poole.

Each week I’ll provide you with answers, tips, ideas and information on everything happening in the marketing world. I’ll keep on top of the latest trends so you can focus on your business.

Ideas will be simple and to the point. You’ll be able to put great ideas to work for your business or organization right away. We’ll talk about everything from logos to business plans and a lot in between. I’ll often explain about things you can do for free that will help your business grow.

This week, we’ll start with a very simple tip. Ask your customers how they found you. Start tracking what’s working best for your business. Then you’ll have a better idea of where to spend your advertising dollars more effectively.

This week and every week, ask your customers how they found you.

I’m Sally Poole, with this Marketing Minute, brought to you by Poole Communications in Hannibal, Missouri.

What are Google Ads? I don’t know, Google it!

The majority of consumers find themselves doing research online before purchasing a specific product. The benefits of an optimized Google Ad campaign compared to a newspaper or Radio ad are that it can target a wider demographic and the specific target audience for your business. According to Google, “Google Ads makes it easy to show the world what’s unique about your business, so you can reach customers searching for what you offer.”

One of the advantages of Google Ads, compared to other advertising options, is Google’s flexible marketing platform. This means that it is suitable for all sizes of businesses. You can set your budget based on business type and zip code. The budget is based on how many estimated client clicks your ad will receive, based on the budget you have for the ad.

One of the key factors of a Google Ad is keyword themes. When someone searches for a keyword or phrase related to your business, your ad will show up in their search. When you create your ad, you will select a few relevant keyword themes that will help increase your advertisement reach.

In order for your ad to reach the correct audience, Google lets you choose the location where your ad will appear in relation to your business. You can target potential customers from within walking distance to even the whole country. The possibilities for your Google Ad are endless.

Google Ads specifically targets and selects potential clients for you. It has something for any size of business with different budgets, goals, and target audiences. This is why, if you want an Ad that will reach your target audience, Google Ads are the way to go.

Find yourself Googling tutorials for growing your business? We have the know-how to set you up for success—no Googling necessary.

Give us a call: 573-221-3635… or send us an email.

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Below are some video conferencing best practices to help you look good on camera:

• We recommend using Zoom.us. It's easy to set up and works great.

• Sit close to the screen. You want your face to fill a good part of it.

• Put your monitor at eye level. Your face will not be distorted in this way, and you'll look better. Put it on a stack of books if needed.

• IF you have two monitors, focus on the one with the camera. You don't want to be looking somewhere else.

• Turn off your phone, email, message applications, and everything that makes a noise. You don't want to be distracted or distracting.

• Stay focused! Don't check email, browse online, or type. We can see what you are doing, and we are watching.

• Look sharp! Be engaged and smile slightly. You don't want to appear bored or preoccupied at all.

• Use an external microphone or headset whenever possible. The sound is really that much better.

• Mute yourself when you are not talking. That eliminates all background noise. Remember to unmute before talking!

• For heaven's sake, don't eat during the meeting.

• Don't sit with a window behind you, so that you are in the shadows. Make sure your face is well illuminated.

• Use a lamp to side light and illuminate your face.

• This is not an audio call. When you are on an audio call and muted, you can do whatever you like. On a video call, you must be engaged and reasonably happy to be at the meeting. Nod your head, focus on your camera, or on the screen.

• Talk in shorthand. Get to the main point quickly. Fill in details later, or when questions are asked. Be concise.

• Pay attention to your background. Keep it simple—you don't want a plant or wall hanging coming out of your head. You also don't want a cluttered desk or confidential information showing.

• Be prepared! Have your talking points on screen in front of you.

• If something distracting does happen, handle it quickly and get right back into place.

SHINE, and be concise!

Interested in more marketing tips and ideas? Check out our website.

Poole Communications

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I just received another email that had a WORD document attached. When I opened the document, it had a few sentences that could have easily been put in the body of the email.

It takes time to open attachments. Recipients might not have the program you sent the attachment in. I especially hate PowerPoint attachments because they take so long to open. I’m encouraging everyone to think just a little bit before they send an email or an attachment. Here are five easy tips:

1. Use the subject line. Make it informative and change it if the email’s topic changes.

2. Keep your emails brief. Research has shown that six sentences is a maximum. Get to the point.

3. Be kind. An email can be easily misunderstood. Take extra effort to be kind and say something friendly.

4. Provide contact information. This enables the recipient to call, email or check out your website.

5. Use a pdf, png or jpeg attachment format. They can be quickly opened and read by almost anyone.

We’re all being asked to do more in less time. Let’s make the world a little easier and communicate clearly.

Interested in more marketing tips and ideas? Check out our website.

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It’s time to take a close, hard look at your voice mail system.

If you don’t have one—don’t worry. I think you’re actually in better shape than most companies with a voicemail system!

How many times have you tried to call a business and got stuck in Voicemail Purgatory?

Last week I called a local station that I call frequently. I have a new sales rep and could not get to him. The phone system was overloaded with calls and asked me to type in his last name. I had no idea how to spell his last name. I needed something right away and this was aggravating—and I know their system! Think of how a new customer would have felt dealing with this same issue.

This week, call your own office and listen carefully. I’m sure there’s something you can do to make your voice mail system work better.

Your customers should be able to reach you quickly and easily. Don’t ask them to go to a menu or type in your last name or call another phone number. It’s dumb. It stops you from making a sale and is poor customer service.

Rethink your voicemail system and seriously consider a warm live voice instead of a machine.

Interested in more marketing tips and ideas? Check out our website.

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1. Know Your Audience.

• What time they check Facebook, what content they’re interested in.

• Target those specific people who ‘liked’ your page.

Knowing your audience will help your business tremendously down the road. It’s not enough to have a great product these days. You need to find those people who are your target audience and know what they want to see, their interests, likes, and dislikes.

2. Engage with Your Audience. Think about it—a follower is more likely to like or share a post if it is relevant to them or if they find it to be something they can stand behind.

• Make posts specifically to your target group.

Once you’ve figured out their likes and dislikes, it’s time to put your knowledge to work.

3. Provide Great Customer Service. Once you have figured out your target market and how to get their attention, you need to keep it! Keep up on your social media; it shouldn’t be on autopilot for too long. Notice when someone comments on a post of yours, or better yet, shares your post. Respond to your audience; people like to know that those they’re following are responsive and actually care about them.

In short, nobody likes to be ignored. If people comment on your post or have questions, acknowledge them! It’s easy to become automated with managing your Facebook, but don’t forget that Customer Satisfaction still rules and will go further than any boosted post ever will.

4. Customization. You can schedule when your Facebook status is posted weeks and months in advance, specifically to better fit your customers' schedules. When you go to make a status update, there is a drop-down box next to the "Post" button that gives you an option to schedule your posting. Use this free trick to optimize your social media!

5. Boost. You can also use the “Boost” button, which places your posts higher in the News Feed, so there’s a better chance your audience will see them. Although there is a charge to boost, you can choose your own budget. The more you put towards your budget, the higher your boost.

Still need help to overcome the competition? We can help manage your social media.

Give us a call: 573-221-3635… or send us an email.

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How do select color when you plan the design of your logo and marketing materials? Do you generally select just what you like? If so, you might consider putting more thought into your color choices.

Studies have shown that a product’s color influences 60-80% of a customer’s purchasing decision—meaning that color can make or break a product. Color is the first thing a consumer will notice about your logo.

On both a conscious and subconscious level, colors convey meaning. The use of color can bring your marketing materials multiple layers of meaning. You can use these meanings to underline and accent your branding messages.

Bright, bold colors are attention grabbing but can appear brash. Muted tones are more sophisticated, but can be overlooked.

Colors can be divided into two categories: warm—which are associated with energy; and cold—which are more about calmness and security.

It’s also important to consider the global appeal of your color choices, especially if you’re a global brand. For instance, in China red is considered lucky, and in India white is the color of mourning and death.

Think about your message and choose your colors carefully to portray your company’s image.

Interested in more marketing tips and ideas? Check out our website.

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Here are some quick tips to get your press release published:

1. Make sure it's news worthy—if it's not it won't get published.

2. Take the time to develop a catchy headline that will attract attention.

3. Write in a concise, news-style with the most important information first and the least important information last. When editors cut an article, they cut from the bottom.

4. Find a photo that complements your release. It is much more likely to be printed with a photo.

5. Include your complete contact information: name, title, business, address, phone, email, website. The media needs to be able to get in touch with you to do a larger story if they have time and space. Make it easy for them.

6. Find the right person to send the press release to. You can usually find this on the media's website.

7. Send that person an email with the press release inside the email and attach a PDF or WORD document of the release too.

8. Realize that you may have to send the press release more than once. Editors are busy people and your release will only be publicized if there is space or time. This week might be too full of news to print your release, but next week might be great.

Need help writing or sending a press release? We have experience.

Give us a call: 573-221-3635… or send us an email.

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As you attempt to build your customer base, you want to reach out as far as you can, but keep in mind that you need to impact local customers, too.

Often, people are looking for services in their own area, so you want your business to show up in local searches. Make sure you're on Google Maps and list yourself in as many online directories as you possibly can. Your competitors may already be there. You want to be certain that your customers can find you easily.

Take the time now to guarantee that it can happen by listing yourself in online directories and promoting yourself locally.

Need help managing your business in online directories?

Give us a call: 573-221-3635… or send us an email.

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Some things never change. The old adage, “you tell them once, tell them twice, and then again” still remains true today.

Sitting in his London den in 1885, Thomas Smith wrote a guide entitled “Successful Advertising”, which is still used by advertising experts today. While perhaps a slight exaggeration, it really is true that repetition gets results. Creativity is very important, but nothing is as important as repetition if you hope to get your message to stick.

Repetition gets results:

• The 1st time a man looks at an advertisement, he does not see it.

• The 2nd time, he does not notice it.

• The 3rd time, he is simply conscious of it

• The 4th time, he faintly remembers having seen something of the kind before

• The 5th time, he half reads it

• The 6th time, he turn up his nose at it

• The 7th time, he reads it through and says “Pshaw!”

• The 8th time, he yells “here’s that confounded thing again!”

• The 9th time, he wonders if “there’s anything to it.”

• The 10th time, he thinks it might possibly suit someone else.

• The 11th time, he will ask his neighbor if he has tried it or knows anything about it.

• The 12th time, he wonders how the advertiser can make it pay.

• The 13th time, he rather thinks it must be a good thing.

• The 14th time, he appears to think it is what he has wanted for a long time.

• The 15th time, he resolves to try it as soon as he can afford it.

• The 16th time, he examines the address carefully, and makes a memorandum of it.

• The 17th time, he thinks he will ask his wife about it.

• The 18th time, he is painfully reminded how much he needs that particular item.

• The 19th time, he counts his money to see how much he would have left if he bought it.

• The 20th time, he frantically rushes, in a fit of desperation, and buys it.

The moral of the story:

When you advertise, carefully pick your medium, then stay put repeating your message over and over and over until it sticks in the minds of your potential customers. This creates “top of mind awareness” and ultimate success. Repetition gets results.

Interested in more marketing tips and ideas? Check out our website.

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Are you looking for ways to make your business more visible? Have you considered hosting a free event such as a Chamber of Commerce social?

Your local chamber likely schedules after hours events to encourage members to network, mingle and get to know one another. It’s an excellent way to show off your business, your facilities, and your staff. Add some refreshments and you have the perfect set-up to showcase your company. As host, make sure you welcome everyone and that your staff chats with your guests in a casual, comfortable environment.

Hand over a business card at the conclusion of a conversation and you just might get a call the next day wanting to know more!

Interested in more marketing tips and ideas? Check out our website.

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Like it or not, advertising in print material is becoming less effective because it is impacting fewer people.

You can reach a rapidly growing audience with online advertising. A well-designed, effective ad will grab the attention of web users around the world.

Make sure your ad is on a website that is pertinent to your targeted customers. You also want the ad to get to the point of what you're trying to sell. Link it to your own website for reasonably priced 24/7 promotion for your business.

Find out more about online advertising today. The internet is here to stay. You need to be part of it.

Interested in online advertising, or want to start a campaign?

Give us a call: 573-221-3635… or send us an email.

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You’re doing digital advertising. You have a website, use some cool graphics, email customer lists, post regularly to social channels, and run some paid online ad campaigns.

But can you confidently answer the next four questions?

1. Do you know about SEO, SEM, SERP, PPC, CTA, CTR, Google Analytics, and AdWords? No?

2. Is your digital dossier integrated to impact your overall lead and sales return on investment (ROI)? Yes, and no?

3. Do you think your ROI is on par in your industry? Maybe so?

4. Are you paying too much per click or lead? How do I know?

If your answers are like the ones provided, then what the digital are you doing with your valuable time and hard-earned ad budget?

Deep down, many small business owners feel the same way. They are all “doing the digital things,” but do not have the time to plan and connect the dots to see what is going well and what could improve.

The good news? You can remove some digital doubts with a little more time and organization.

Here are three tips to clear some doubts and maximize digital dollars:

1. Review and update your website to ensure pages have good Search Engine Optimization (SEO). This means many things, and all are about playing nice with Google. If you want the complicated details, check out the 200-plus ranking signals. Make sure that:

   1. Pages have a mix of keywords and themes to connect with the demand for your business.

   2. The structure of your site is intuitive to the user.

   3. Your web coding is clear.

   4. The site loads quickly.

   5. Your pages have good meta descriptions, title tags, and URLs.

   6. You have solid and numerous backlinks. (Other sites that link back to your pages.)

2. Set up and check Google Analytics. If you are not sure how to start, Google can help.

3. Combine your Google Analytics and Google AdWords. Not doing AdWords or want to check your skills? Yep, Google can help with that, too.

Love the tips, but still spinning from all the data, analysis, and acronyms? Here’s some more good news – you can call your digital expert friends at Poole Communications to help. Ask them to look at your website and Google game. They can access or create the necessary Google and web accounts to streamline your strategy: 800-900-3635.

Love the tips, but still spinning from all the data, analysis, and acronyms? Your digital experts at Poole Communications can help streamline and improve your digital and Google game.

Give us a call: 573-221-3635… or send us an email.

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When you were a child and drew a picture on a piece of paper, did you feel the need to fill up the entire page? Were you told it was wasteful to leave empty space?

That belief may have been okay then, but it might not be a good idea for your marketing materials now.

Fewer words or less design means higher impact for the words you do use. You don't have a lot of time to catch someone's attention, and too many words will get lost. Only the main words will be read anyway, so don't clutter your materials with information that won't be read.

Using fewer words will help you stick to the main point. Keep it simple.

Not sure how to keep it simple?

Give us a call: 573-221-3635… or send us an email.

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Here is a simple marketing exercise that will reap big rewards for your business.

Take a look at all of your marketing materials. Spread them out on your desk and really look at them. All, and I mean all, of your materials should have the same look and feel, the same logo, colors, the same slogan, and the same color paper.

This consistency can help you build a stronger brand for your business. It applies to all marketing and advertising, such as web, radio, print, television, and outdoor. This is your image, and it's important.

This week, take a look at your marketing materials and make sure they're consistent.

Is your branding not as consistent as you thought? We can help make your identity stronger.

Give us a call: 573-221-3635… or send us an email.

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One marketing method that doesn't get a lot of attention is billboards.

Often considered old-fashioned, billboards are working while other media are experiencing downturns. The reason is reach. They reach people when other media can be turned off or tuned out.

Billboards are purchased for four-week rental periods, not months. There is an added expense of printing vinyl—paper isn't used any longer. You'll also need a strong design—a good rule is to use eight words or fewer for the most visible message. You also need to plan ahead for billboards to get the very best placement.

Don't forget about billboards when you need to get your message out to the region.

Need assistance designing and finding the best placement for your billboard advertisement? We’ve got you.

Give us a call: 573-221-3635… or send us an email.

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Today I'm going to talk about marketing budgets. I know a lot of you hate numbers or even talking about money, but it's important. Successful businesses have a budget that includes marketing.

Let's keep it simple.

Look at what you spent on marketing last year and set aside a dollar figure for the amount you're going to spend this year. Look critically at what worked last year and stop any advertising that didn't work.

Check your budget numbers monthly and stick to your plan. Having a budget will help you to spend your advertising dollars wisely and prevent impulse buys.

Take a good look at your marketing numbers this week and fine-tune them to do even better.

Interested in more marketing tips and ideas? Check out our website.

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Let's get your website to work a little harder for your business.

If you have a business that sells products, I encourage you to add a shopping cart or PayPal buttons on your website. You can make sales 24 hours a day, 7 days a week.

National trends show more people are shopping online, and they're doing it at all hours of the day and night. Good shopping carts are not cheap, but they work.

Locally, Ayers Pottery has a shopping cart that sells additional products for them each month. Even if you only have a few products to sell or want to encourage donations to your worthy cause, a PayPal button will work to bring in added dollars to your business or organization.

Think about it. The web is growing—put those numbers to work for you.

Need assistance updating your website?

Give us a call: 573-221-3635… or send us an email.

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This week, I want you to define your target market. Every business has one.

Your target market includes demographics like the main type of person that does business with you.

Think about the distinct age group of people you serve. Are your customers more male or female? Are your customers other businesses or the general public? Where do they live? Can you define the region where you do most of your work?

Defining your target market helps you know where you need to be advertising.

Think about your target market this week, and think about what kind of advertising or marketing will best reach your unique target market.

In the market for a tailored advertising campaign, or want to change your marketing approach?

Give us a call: 573-221-3635… or send us an email.

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